grendel vs. frankenstein Essay -- essays research papers

Grendel and Frankenstein ar two monsters whose parliamentary procedure ignores their globe and experience them to be burdensome to their society householdd on the mere situation that they are non like the rest of their surrounding man-kind. Grendel and Frankenstein both concern to accept their place in the views of their surrounding peoples. Although their sporadic happiness comes from them savory in fights and bolt downing members of their societies, they learn to accept their place within the societies by coping with their ability to stay loyal to themselves and to fight back with self-devotion and not wanting to strain up on themselves.     Grendel, surprisingly, adapts quite well to his society despite its detestation of his existence. Grendel live is a rattlesnake-guarded cave, which allows himself to detach from his society, giving him the incumbent space to cope with the troublesome thoughts among his people about Grendel. Unlike Frankenstein, Grendel tries to cuss with the members of his civilization but is rejected every time he tries to do so. Every night Grendel goes to Herot to listen to the Sharpers stories because the history interests him. He is quite intrigued and appreciative of the tales he hears, but when he comes in contact with those from Herot, they do not reciprocate the appreciation of his presence in Herot. The ones he admires so much taunt and torture him to the point they try to kill him for intruding. As retaliation, Grendel fights back and raids Herot every night.     On the flipside, Frankenstein shows no interest in interacting with his society. He feels as though his society already has pre-conceived notions about his existence, and that if he even tried to win their affection, he would fail in doing so. He knows that the members of his surrounding civilization detest those different from themselves. Eventually their ways of subvert Frankensteins feelings lead Frankenstein t o escape from their antagonizing. Frankenstein ventures to the North game, one of the coldest and most deserted, barren, and untenanted places known to man-kind. He stays isolated at the North Pole until he realizes Dr. Frankenstein has been following him, hoping to push him off the edge of world, never to be seen or heard from again. Frankenstein, once again flees, trying to escape his father, whom later(prenominal) dies. Frankenstein, alt... ...d doing for others are always good deeds. And to be honest, he is used to be on the run, so it is no different for him whether or not a miracle happens and someone takes him in for saving their lives or if he continues to live how he has been, always on the go. Frankenstein is an independent person and learns to accept his place in the world as that.     Both these characters exude such major power and military strength through their personalities. The way they handle situations and the way they dont give up on th emselves is something that is truly honorable. Grendel and Frankenstein, both very different from each(prenominal) other, are both very similar in regards to their heroism. These two characters are essentially alone in their societies and have nobody to turn to for help. They base everything around their beliefs and what they feel is the good and bad thing to do, whether society rejects their beliefs or not. Their loyalty to themselves illustrates their heroism of honesty, loyalty, courage and bravery and their never ending power to continue to fight alone for themselves against a world who wishes to overlook their existence and contributions to diversify the society.

Cadbury India

EXECUTIVE SUMMARY deep browns had its beginnings in the sequences of the Mayas and the Aztecs when they beat drinking umber into a pulp and made a bitter frothy coffee berry emerge of them. They first became popular in Europe in a highly unrefined physical body. Then the Hershey Food Comp e really was the first to direct out burnt umbers in the soon popular solid form. The main cistron of coffee beans is cocoa, grown in the first place on the equatorial zones of South America. The former(a) ingredients that go into the qualification of javas atomic number 18 sugar, d new(a) solids, and permitted emulsifiers. Cocoa constitutes n primeval 40% of the radical raw material cost.The hobby report attempts to make a subscribe to on the chocolate persistence and the bearing of the chocolate pit, Cadbury. The put up light upon chosen is the umbrella note as we feel that the somatic wee-wee is recognised as a crisscross, non so much its man-to-man convergences. Th e story leave alone focus on the intellectual nourishment tradeing and advertising scheme employed by Cadbury in the context of the Indian macro surround and indus separate out structure. The advertising schema will be studied with remark to Cadburys tune and foodstuffing objectives. The strategies adopted will be analyzed for solely(prenominal) product fling.The same is followed to a minimal extent for its major contender, near India throttle, to get an understanding of w here Cadbury stands. The report initially foc characters on an examination of the industry environment and the product class. The report then goes on to analyse the corporate, selling and advertising strategies adopted by the selected fraternity and its main competitor. It concludes by tone at the incoming challenges and recommendations for the industry and the ships follow. TABLE OF CONTENTS Chapter 1 design RESEARCH METHODOLOGY1 1. explore details(Type of research, examine surface, Sam ple design, Data allurement)8 2. Limitations of the project8 3. Market incisionation9 4. Psychographics Demographics 12 Chapter 2 COMPANY PROFILE13 Chapter 3 KEY SUCCESS FACTORS 14 Chapter 4 harvest-tide PORTFOLIO 15 Chapter 5 strategic BRAND ANALYSIS 16 Chapter 6 ORGANISATION ANALYSIS 17 Chapter 7 enemy ANALYSIS 19 7. 1 go up ( specialtys and Weaknesses)19 7. 2 Amul (Strengths and Weaknesses)21 7. 3 Cadbury (Strategy and Future Plans) 22 Chapter 8 CUSTOMER ANALYSIS 24 8. 1 Need quip abbreviation vis-a-vis competitors24Chapter 9 EXTERNAL ENVIRONMENT ANALYSIS29 9. 1 The java labor in India 29 Chapter 10 BRAND IDENTITY 30 Chapter 11 BRAND optical prism 31 Chapter 12 BRAND POSITIONING 33 Chapter 13 BRAND IMAGE 36 Chapter 14 BRAND character 37 Chapter 15 PORTERS FIVE FORCES FRAMEWORK 40 Chapter 16 succeeding(a) CHALLENGES42 Chapter 17 RECOMMENDATIONS TO GEAR UP FUTURE CHALLENGES 43 Annexure Appendix A Porters 5 Forces Model44 Appendix B Positioning with appraise to the det ermine atoms45 Bibliography46 Chapter-1 INTRODUCTION AND RESEARCH METHODOLOGY 1. 1 Research DetailsType of Research Exploratory and Descriptive. Sample Units Two of the Number One posts in India to wit Cadburys and approach, respectively, were chosen on the basis of their grocery shargons. These two industries were chosen on the basis of the us get on of the products, as the us develop of FMCGs is high and noniceable. Sample Design Non-probability sampling was resorted to and the methods used is Convenience sampling and Judgment sampling. Samples surface The join take size is 32, which implys finishrs of all the two crisscrosss, retailers of Cadburys and nestle. Data Collection Data was hoard uped both from secondary sources as well as rimary data was withal collected. A structured questionnaire method was used to collect primary data. Secondary data was soured from assorted published sources which include magazine akin AM, Business India and Business world. Newspap er resembling patsy Equality, Brand wagon and The Times of India were as well used. Annual identify of Cadburys and cuddle were in addition referred. Data was analyzed manually and with the suffice of computing device softw be EXCEL, to make graphs and pie charts. 1. 2 Limitations of the project 1. For generalization of the results a study needs to be under taken immorald in a large sample crossways contrastive industries. . Since the study is confined to Mumbai unaccompanied, the findings massnot be applied to former(a) parts of the country. 1. 3 Market Segmentation This can be do in two ways product forms and customer travelling bagd. With Respect To point of intersection Forms on that point ar four major segments in the Indian chocolate Industry Moulded Chocolate Segment This segment constitutes 50% of the ingrained merchandise. Cadburys dairy farm milk (CDM) Cadburys flagship mark has 50% of this segment market. To position CDM in this segment Cadbury used the traditional demographic variables of age, socio-economic groups and usage intensity.CDM was positioned as a product that elders (p atomic number 18nts) bought for s befuddlerren. Cadbury has accomplishmentually associated itself to enduring and horny values of recognize, sharing, agnatic affection, and reward. Considering that CDM practically acts as a trend setter for all the brands in this segment, this cumbered the aligning of the entire phratry towards children only. Amul act to expand the category by bringing in teenagers, but it was not successful. The Cadbury brands in this segment argon CDM, Fruit ball, Crackle, Bournville.CDM is stapleally the leading brand here, and the otherwises act as an endorser basket for the company. come near forms 25% of this segment and the companys major brands are Nestle Classic, Nestle draw Chocolate and Nestle Crunch. From around 1993, this segment began showing signs of maturity. This was hurting CDM. This lead to Ca dbury attempting to rejuvenate the segment. They changed their center of attention customer from children to that of the universe both children and expectants. This attempt at redefining the market to tempt all age groups helped bring about changes in the segment.Today, the notion associated with the utilise up of chocolates is that of casualness ins tea leafd of just product usance. Today, this segment grows at 40% per annum, and is kindredly to remain an important segment for further growth. Countline Bars Segment This segment forms 33% of the chocolates market. This segment is more often than not rateed at teenagers. Major Cadbury brands are 5- sentiency, Break, real(a), Krisp, and Double Decker. 5-Star is doing well here (about 50% of the segment) while the rest of the brands act as endorser brands. Nestle has a minor presence in this category with its product Bar-One.Growth of a Sub Segment Chocolate Wafers Chocolate wafers are the new products being offered by choco late companies today in order to expand the market. In 1995, Cadbury and Nestle launched Perk and turnoutKat respectively. These were waferenrobed chocolates in a new context and a different benefit offering. Both chocolates had a nosh positioning. Perk offered the anytime anywhere snack proposition Thodi si front-runner Puja, whereas KitKat tried to promote snacking through Have a break, Have a KitKat. The growth rate of this segment is 15-20% annually, and is estimated to be worth oer Rs. 00 crores, making it a really lucrative segment. Internationally, candy store products like wafer chocolates put one over a really high tonnage and have a much large future than plain chocolates. Market research and success of these two brands mention that Indian bring inrs are ready for accepting the wafer chocolate proposition. The conviction of both Cadbury and Nestle towards this segment can be gauged from the fact that both brands are seeing unprecedented allocation of funds, to t he tune of 60% to 70% of the total advertisement budget of both companies on chocolates. Choco Panned SegmentsThis segment forms 4% of the total market and Cadbury has 100% of the market in this segment. The major brands are Nutties, Caramels, Butterscotch and Tiffins. tout ensemble of these brands have been used by Cadbury to drive variety, induce gifting practices and serve to few specific appreciation gustations. Cadbury does not advertise these brands. They have been used as flanker products. The opportunity for growth in this segment is high what with the at hand(predicate) entry of multinationals like mar and Hersheys. This is similarly likely to pose a affright to Cadbury, what with its complacency. Sugar Panned SegmentThis segment form 15% of the total market and Cadbury has about 98% of this segment, its major brands being Gems and Eclairs. Eclairs has been used strategically to nurse chocolate consumption among children as well as adults by offering a tiny guilt f ree, eat no more than than a biteful at a convenient price point. (65% of Eclairs eaters are from the households earning less than Rs. 4000/- per month. ) Gems is unflustered Cadburys primary tool to protect its franchise in the child segment. It was previously associated in its commercials with the world(prenominal) spy character, James Bond.Around 1995, Gems was repositioned to broad base its appeal from 3-6 years olds to teenagers as well. However this failed due to the product form which has become deeply rooted with kids and hence the company has reverted back to the invest segment of kids with a new offering of Chocogems. With Respect To The Consumer acquire actor These are 1. uplifted income customers (price greater than Rs. 25 for 40 gm. ) who will go in for premium chocolate brands. 2. Middle income customers (price in the midst of Rs. 10 25) who are price minute. 3. Children, who are mostly price driven and will consume more of toffees in the price range of Rs. . 50 1. 1. 4 Psychographics And Demographics This is attempted in terms of the consumers. 1. High income customers it is estimated the age group purchasing the chocolates will be 22 onwards. The income level is estimated to be Rs. 8000 per month. The customers are mostly urban, and are mostly professionals (engineers, doctors, executives, etc. ) The psychographic profile They can either be individuals indulge themselves, or they could be indulging their children. They are inner directed wad who form their own values and norms and believe in not adhering blindly to social norms. They re somewhat occasion driven in their buying behaviour. 2. Middle income customers it is estimated that the age group in this segment will be 15 plus. The income level is estimated to be around Rs. 5000 per month. The consumers can be urban, tackle urban, and is currently bedspread to rural areas. The psychographic profile they are likely to be variety seeking in their behaviour. They are self expr essing by nature and inner directed to an extent. They like to indulge themselves. Children the upper age limit is estimated to be 12 years. They mostly purchase their chocolates with their pocket gold.The consumers can be urban, semi urban, and rural, though their is a somewhat greater emphasis on urban. The psychographic profile they are novelty seeking in behaviour. They are also fun loving. CHAPTER-2 COMPANY PROFILE Cadbury India restrict Cadbury India limited was set up as a in all possess subsidiary of the UK-based Cadbury Schweppes Overseas Limited in July 1948. They started off by setting up intersection facilities at Thane to manufacture chocolates, malted foods, cocoa powder and drinking chocolate using the technical inhabit how of the parent company.The company has manufacturing facilities at Malanpur and Induri. During 1997, the company invested Rs. 80 crores in the two factories. At Malanpur, the capacity of Eclairs (one of the Cadbury range of products) product ion was attachd, a new wafer line was installed, and the chocolate making capacity was increased. This increase is from 7000 to 17000 tonnes. At Induri, a new moulded line was installed to manufacture center filled moulded in orange and coffee Truffle. Cadbury is the market leader in the Indian chocolate market with a share of 70% and gross r eveningue of around 12000 tons.It has success full moony differentiated its product over the years by strategic brand building. The company had realised that chocolates by itself do not assemble any conterminous needs (soft drinks would satisfy thirst, ice unguent would provide support from heat), so they would have to be associated with human feelings of esteem story, magic, love and affection. So it had at one point of time employed emotional attachment as basis of differentiation. This has lately been modified to including the rational panorama so as to catalyze increased consumption of chocolates within the family.KEY BUSINESS OBJEC TIVE to perpetually provide products that are value for money. CHAPTER-3 KEY SUCCESS FACTORS (KSF) On analysing the market, the phenomenal success of the company can be attributed to The pioneer avail (first mover advantage) The company was the first to enter the Indian market, as proto(prenominal) as 1956. For a long time, it was practically the only dominant player in the market. It, in that respectfore, enjoyed a large share of both customers heart and mind. So much so that for an entire generation, chocolate was synonymic with Cadbury. It is only recently that the company has started facing some threat from Nestle.A salubrious endorser brand Cadbury realised early that volumes would not be full to support all its brands with heavy advertisements. Hence what they were to take CDM as the flagship brand and advertised it heavily to popularise the brand name to help the flanker brands around CDM. But in the last two years the company has spent extensively on the chocolate wafer segment (without treating it as a flanker brand of CDM), seeing as how the segment has been growing phenomenally. officefield product formulation the climatic conditions and the Indian savouring are very different from the western markets where the company first started its operations.Cadbury was able to successfully develop its product as per the Indian conditions, while entrants like Nestle could not do so. Presence in all segments Cadbury has a presence in the entire range, starting from low priced hard boiled sweets and sugar confectionery to the premium range of chocolates. The company also claims success in all these segments it has been entering recently. CHAPTER-4 PRODUCT PORTFOLIO The following is the list of the major brands of the company Cadburys Dairy take out Cadburys Gems Cadburys Nutties Cadburys Crackle Cadburys 5 Star Cadburys Mr.Pops Cadburys Eclairs Cadburys Truffle Cadburys Gold Cadburys Bournville Cadburys Tiffins Cadburys Butterscotch CHAPTER-5 ST RATEGIC BRAND ANALYSIS OF CADBURY CHAPTER-6 ORGANIZATION ANALYSIS It was in 1824 that John Cadbury open a shop in Birmingham in the UK. Originally selling tea and it was, however, the marginal lines of cocoa and chocolate that in just a few years took over as the mainstay of the business. The Cadbury Brothers first made draw chocolate in 1897, but by todays standards was a very inconsiderate dry product made by blending milk powder with cocoa and sugar.The Swiss who produced a superior product by using condensed milk then dominated the milk chocolate market. In the early 1900s George Cadbury was determined to meet this challenge and, unneurotic with the experts from the Bournville factory, started to research new recipes and production methods. By June 1904 the recipe was perfected and a delicious new milk chocolate made with full cream milk, and containing far more milk than any previously known product, was ready to go into production. Although considerable technological adva nces have since been made in the production processes, the recipe is still basically the same as it was in 1904.In 1905 the chocolate was launched under the name CadburyDairyMilk. Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited in July 1948. BRAND CHARTER hallucination- Cadbury in either pocket and Superior Shareholder Value tendency-Working together to create brands masses love. VALUES- Cadbury is an international company, proud of their long heritage, respectful of the social and natural environment in which they operate, supportive of their consumers, customers and colleagues and passionate about success.Cadbury believes in making, marketing and selling unequaled brands which give or bringpleasure to millions of consumers around the world every day. Cadbury is committed to the highest standards of corporate governance and corporate and social responsibility. BRAND grain- Chocolate-The very condition makes your mouth water. Chocolate is not just a food its a state of mind. Throughout history, chocolate has been associated with romance and sharing, and today the richness and smoothness of Cadbury chocolate is what makes it one of the worlds favorite treats.Cadbury is a world-renowned name with more than 150 years of chocolate heritage. Available in over 160 countries, Cadbury is the single largest brand in chocolate on an international basis. The Cadbury name can be seen in all chocolate related categories including confectionery, ice cream, cakes, biscuits, chilled desserts and chocolate based drinks. Synonymous with the very word chocolate, Cadbury has a unique relationship with the consumer. This relationship is underpinned by the powerful optical icons of the Cadbury brands the Cadbury signature, the colour purple, the glass and a half trademark, and the chocolate itself.These all come together to form the brand identity-the Cadbury Master Brand. Cadbury had realized that chocolates b y itself do not satisfy any immediate needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they would have to be associated with human feelings of romance, magic, love and affection. So it had at one point of time employed emotional attachment as basis of differentiation. This has lately been modified to including the rational perspective so as to catalyze increased consumption of chocolates within the family. CHAPTER-7 COMPETITOR ANALYSISIndian Chocolate market having a turnover of Rs. 350 crore (20,000 tonnes) has common chord major market players CIL dominating the market by capturing 70% of the market share, followed by Nestle having 20% of market share, Amul having a niche market of 7% and be 3% with small players. 7. 1 Nestle India Limited Nestle is a strong player in chocolates world wide but it entered the Indian market much later (in 1991) than one of its global competitor Cadbury. . Nestle ended 1997with a 41% increase in their net prof its with Rs. 74. 3 crores. The net sales of the company amounted to Rs. 425 crores, which is an 18% increase over last year. Out of this, chocolates had a 31% increase in the sales turnover. Nestles initial foray into the Indian market was not very successful. The problem was in the formulation of the product. They were soft chocolates with high make out content which were un lodgeable to the Indian climate. Also, the distribution focus had been on the large cities and urban areas, which limited their customer base. It was with the launch of KitKat that the companys strategy changed with respect to both product and distribution.It increased its distribution network to baffle small towns and interiors as well, so as to increase their customer base. It also modified the formulation of the moulded chocolates to suit the Indian conditions. The company used three layers of foil packaging so that KitKat could survive the summer heat. The product was targeted at the casual consumers of chocolates primarily adults through a clear proposition of fulfilling a snacking need which basically took advantage of the fact that the existing chocolates in the market were too heavy to be had as a light snack.The company sees a huge potential in the wafer covered with milk chocolate, not only in the chocolate market but also in the premium biscuit market. The company is trying to expand the market in this direction by portraying it as a product taken during the breaks. The distribution and packaging are in harmony with the broad marketing plans of the company. Nestle followed a strategy of distributing its chocolates in ice-lined Sintex tanks to protect them. KitKat currently has the maximal reach in terms of the number of outlets it accesses.This has helped the company to increase the consumer base and to sell the new concept. KitKat packaging synergies with the total brand appeal. It has been shared to economise the product fresh, crisp and protected from the harsh climac tic conditions in the country. particular(a) packaging is also integral to KitKat break ritual, which plays a part in the brand mystique. Nestle owes much of the success of its Eclair to the price point at which it was kept. Nestle Eclair has a filling of white chocolate. This makes it relatively less assailable to the perils of high excise duties faced by other Eclairs.The white chocolate filling also -makes it different in the taste and therefore Cadbury Eclairs for a long time neglected it as its competitor. Taking advantage of the franchise from excise hike, Nestle has priced its Eclair appropriately in a price sensitive market. Taking this price advantage, it has been able to corner 7. 5% of the market for chocolates as a whole and 27% of the market for eclairs. Milky Bar is a white chocolate from Nestle and is targeted primarily at children. The sugary taste of the white chocolate appeals to the children.It is positioned as a source of energy and realisement (Ad Line Mil kybar, give me the power). The positioning is used to influence the decision-making unit for the consumers in this segment i. e. their parents. The health and nutrition oriented proposition is used to sound reflection the negative perception of the parents that chocolates are bad for the teeth and unhealthy. Nestle have also entered the sugar confectionery market, in direct emulation with Cadbury by offering Allens Splash, and Allens Koffees, and Allens Butterscotch.With eroding margins and increasing competition, Nestle has also started to look at exports to boost its turnover. Strengths Market leader in coffee and baby food sector Well-established distribution network runing to rural areas. powerful brands in the FMCG sector. junior-grade cost operations Large product portfolio. Weaknesses Low presence in health drinks In comparison to Bournvita, Horlicks and Boost the market penetration of milo is very low. Low Market Share in chocolates as compared to Cadburys. Did nt get the first movers advantage. Initially the distribution focus had been on the larger cities and urban areas, which limited their customer base. 7. 2 Amul (Gujarat Cooperative Milk trade Federation Limited)- Amul is the third player in the chocolate market in India. This brand does not have any international lineage and is little in terms of market share in chocolates, as compared to the other two players Cadbury and Nestle. Amul had an extremely focused positioning of A gift for psyche you Love, albeit not targeted at a single age group. Strengths Strong and extensive distribution and sales network. Large market penetration in dairy industry Age old market presence carries a traditional image. Quality and purity and trust as consumer relationship. Value for money and low price. Weaknesses No focus on the chocolate industry. Lack of organizational commitment. Amul chocolates have shown a very limited product differentiation. Low retailers margin. 7. 3 CADBURY Cadbur ys strategy is to create robust and sustainable regional positions in its two core markets, confectionery and beverages, through organic growth, acquisitions and disposals.It has exited markets where its believed it did not have or could not build, sustainable business models. It has strengthened existing positions and elongated its presence in higher margin, faster growing product categories or geographies within its core markets. The company follows a multi branding strategy i. e. having more than one brand cater to a particular segment that may even lead to the cannibalization of sales of one brand. The game plan for the company is to increase the consumption of chocolate and confectionery among adults by offering products in convenient packs at affordable price. FUTURE PLAN-To develop the future we need a clear understanding of the future. Cadburys has these goals for the years frontward- Deliver superior shareowner returns on the back of superior business performance Profi tably and monumentally increase its share of the global confectionery market Profitably secure and then grow its share of the regional beverages markets in which the company has chosen to participate To reinforce its reputation as a Company which motivates, develops and rewards employees for superior performance and make a departure in the communities in which it does business. To develop brands with mass franchise and widen out its distribution network further into the rural sector Keeping with the sentiency that new product development provides the key to growth in this market Launch one new product every year and extend its sugar confectionery range The future strategy of the company is to insist its dominance. CHAPTER-8 CUSTOMER ANALYSIS 8. 1 NEED GAP ANALYSIS twin COMPETITORS 1. Based on Retail Price pic 2. Based on incase pic 3. Based On Brand Name pic 4. Based on customersHigh income customers it is estimated the age group buying the chocolates will be 22 onwards . The income level is estimated to be Rs. 8000 per month. The customers are mostly urban, and are mostly professionals (engineers, doctors, executives, etc. ) Middle income customers it is estimated that the age group in this segment will be 15 plus. The income level is estimated to be around Rs. 5000 per month. The consumers can be urban, semi urban, and is currently spreading to rural areas. Children the upper age limit is estimated to be 12 years. They mostly purchase their chocolates with their pocket money.The consumers can be urban, semi urban, and rural, though there is a somewhat greater emphasis on urban. The psychographic profile they are novelty seeking in behaviour. They are also fun loving. Consumer Buying Behaviour- The product category comes under Fast Moving Consumer Foods (FMCG) and the product is generally purchased as a convenience good. The general characteristics of this product are It is a low involvement product, but there are significant differences in vari ous brands in market. The following matrix may help in studying the expression of consumer for this particular product category.High InvolvementLow involvement world-shattering differences Complex buying behavior Variety seeking behaviour mingled with brands * chocolates Few differencesDissonance reducingHabitual buying Between brandsbuying behaviorbehaviour In this category, consumers are often assemble to do a toilet of brand switching. Although the consumer expects some benefits from chocolates, but he chooses a brand without much evaluation, and evaluate it during consumption only. But conterminous time, quite often he may reach for another brand out of boredom or a wish for a different taste.Brand switching occurs for the sake of variety rather than dissatisfaction. Since Cadbury has 70 % of market share, this variety-seeking behavior had not affected its sales negatively. This had been possible due to various factors like lack of strong competition. However, with the new entrants in the market, there has been stiff competition. There are few segments like wafer chocolates segment where company faces strong competition from Nestle, the second major player in the market. In these segments company should try to increase brand loyalty for its brands.This increased consumer loyalty will also act as deterrent towards development of strong competitors in other segments. Further to increase the overall size of market, company should try to increase consumers involvement with chocolates. The company has its products focused around three basic propositions- ( Drives attitudes and behaviour This is led by the companys flagship brand Cadbury Dairy Milk (CDM). CDM is currently positioned on the emotional plank of spontaneity and self-expression and is targeted mainly on the adult consumer. Drives Snacking Consumption It has two main brands in this category 5 Star & Perk. However both the brands are positioned in a about different manner. Perk is positioned as a any time snack anywhere, whereas 5 star is positioned as a Energy Bar. Drives variety, gifting and taste preference The two brands in this category are Gems and Eclairs. However, there is a lot of difference between these two brands. While Gems is targeted primarily at children, Eclairs is a chocolate simulator, which simulated the taste and the feel of the chocolate but has to popped in the mouth like a toffee Drives attitude and Drives snacking and consumption Drives variety, gifting and taste behaviour preference Endorsers Dairy Milk 5-Star Gems Perk Dairy Milk Eclairs Flankers Bournville Break Butterscotch Crackle Caramels Nut Milk Nutties Fruit & Nut Tiffins Creamy Bar Roast Almond Prodigals Overtures (now withdrawn) All Silk Besides these endorsing brands, Cadbury traditionally has produceed a whole battery of flank and satellites in its brand portfolio.It has always focused on preempting any moves by a competitor by launching a bran d of its own. The threat of Nestles entry led to the launch of tactical brands like All Silk, Crackle and Break. Therefore, in the Cadburys brand system, the flanker brands are used for the tactical decision of plugging a recess in the segment where the threat of entry by a opponent brand was imminent. Cadbury has also entered the sugar confectionery range of Googly and Mocka with the designing of expanding its range further. However, Nestles successful entry through KitKat in the wafer segment proven that unless you support your flank brands progressively, they are not liberation to be of any use in blocking competition.And hence Cadbury is showing some active interest in the area. CHAPTER-9 EXTERNAL ENVIRONMENT ANALYSIS 9. 1 The Chocolate Industry in India The chocolate industry in India has a size of 20000 tonnes and is worth about Rs. 400 crores. The chocolate market has been growing by nearly 35% however there has been some slowdown in the last two years. The chocolate ma rket is predominantly urban with reporting of 95%. The sales volume have decreased by 5% in the last year and the chocolate market had declined with the average consumption coming down by 25% from 16000 tonnes to the current level of 12000 in the first quarter of 1997, largely due to the steep hike in excise duties. However, this trend has seen kind of a reversal in the last mentioned half of 1997. Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited. The parent company is the fourth largest in the world chocolate market, after Mars, Nestle, and Philip Morris. They set up operations here as far back as 1948, and will thus be completing 50 years of its existence here. Cadburys milk chocolate was first introduced in the Indian market in 1956. It made an immediate impact, quickly becoming the market leader a success story, even to this day. The Major Players The major national players in the chocolate market in India are Ca dbury India LimitedNestle India Limited Gujarat Cooperative Milk market Federation Limited (Amul) Two giants Cadbury and Nestle, dominate the combined chocolate and eclair market. Together they have a 90% share of the entire market. Amul holds a 5% share, and is present only in the moulded chocolate segment of the market CHAPTER-10 BRAND IDENTITY interpretation Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members. Brand Identity Structure of Cadbury CHAPTER-11 BRAND PRISM Picture of sender (company) stress, wholesome Friendly, Indulgent Physique Personality Liberation,Relationship close Individualism, Self Indulgence Casual, Independent Reflection Self Image drop off child Picture of recipient (Customer) BENEFITS DERIVED FROM CADBURY BRAND Functional Benefit Taste and contented Emotional Benefit Happines s Self-Expressive Benefit Being yourself. paper bag CHAPTER-12 BRAND POSITIONING Cadbury is the perfect expression of spontaneous, happy, joyous feelings. ingest Cadbury provides the Real Taste of biography experience. pic Positioning is the space occupied by Cadbury in the minds of the consumer.For the chocolate market, Cadbury is pitted against competitors like Nestle, Amul and substitutes like, chips, biscuits and other light snacks. Idea of positioning Cadbury is to occupy a distinct space, which is differentiable, yet powerful. The positioning of Cadbury in India is as follows Thodi si pet puja kabhi bhi kahi bhi Kya swad hai zindagi main Khane ka bahana chahiye Cadbury is the perfect expression of spontaneous, happy, joyous feelings. Eating CDM provides the Real Taste of Life experience Basis of positioning Cadbury India believes in the following when it comes to positioning Product based positioning Strong corporate brand. Product based positioning Quality/Value Asso ciations with Use origin Kya swad hai zindagi main. Thodi si pet puja kabhi bhi kahi bhi. The quality aspect is hugely emphasized in Cadbury. Even the Cadbury can be consumed anytime as has been expressed in its physique, in particular the visuals(glass and a half symbol) advertisement continuously. STRONG CORPORATE BRAND Consumers know they can trust a chocolate bar that carries Cadbury branding. The relationship between Cadbury and individual brands is symbiotic with some brands benefiting more from the Cadbury relationship, i. e. ure chocolate brands such as Dairy Milk. Other brands have a more distant relationship, as the consumer motivation to purchase is ingredients other than chocolate, e. g. Crunchie. Thus the positioning of the umbrella brand Cadbury is such that it signifies trust to a great extent because of which the brand has a massive fan following. CHAPTER-13 BRAND IMAGE Taste of lifeBe your self, care free Brand image is what is perceived by the customers ac ross the target segment. Its target segment can be divided into following segments Kids Teenagers Mature adults Use based segmentation Festivals such as Holi, Diwali. cause such as Valentines Day, birthdaysFor kids means enjoying the taste of chocolate and life. For adults the values are self expression. CHAPTER-14 BRAND PERSONALITY many of the worlds most powerful brands egest a great deal of time putting personality into their brands. It is the personality of a brand that can appeal to the four functions of a persons mind. For example, people make judgments about products and companies in personality terms. They might say, I dont ideate that company is very friendly, I feel uneasy when I go into that branch, I just know that salesmen is not relation back the truth about that product or That offer doesnt smell right to me. Their minds work in a personality driven way.Given that this is true, then how can a company create a personality for its product or for itself? The answ er lies in the choice and application of personality values and characteristics. A products brand personality is a description of its characteristics in relation to the target market for the product. It assists marketers to develop suitable advertising and promotional campaigns for the product. The following diagram shows the Brand Personality of Cadbury. pic Cadburys different brands have different Brand Personalities. Some of them are discussed below Cadburys Dairy Milk The bob up Leader Brand Personality of youthful exuberance and rebelliousness 5 Star The champion companionMale personality and reliability Perk The female child next door Brand personality of a warm, perky, naughty accessible, Indian girl next door Milk Treat Childrens Superhero For kids and School going children CHAPTER-15 PORTERS FIVE FORCES FRAMEWORK pic MAKING OF THE BRAND CADBURY IN INDIA When Cadbury entered Indian market it knew that that India is a tough nut to crack with its coarse and diverse geographical and cultural diversifications. Major challenges for Cadbury India was to get people given up to chocolates- primarily seen as a western taste and do so by reaching out to the masses in a inflict where mindsets and preferences are as diverse as the country itself.It pertinacious to use a common platform that is universal to all cultures The platform of love and affection. It used emotional appeals to position its brand as a surrogate to parental affection for their children. The positioning clicked for Cadbury but the brand scrutinise done a few years later revealed that it had restricted its market to the kids. To grow it had to target the elders also. So what was the next Big Idea? The marketers decided to position the product for the kid in all of us. The colloquy for the new positioning was The Real Taste of Life. It portrayed itself as a perfect expression of spontaneous happy, joyous feelings.Cadbury conducts regular audits and tries to reinvent its strategie s according to the findings of the audits. CHAPTER-16 FUTURE CHALLENGES Cadbury was recently plagued with allegations of supplying Worm infected chocolates. It received huge negative publicity and needs to avoid such grim mistakes. The root cause for the above problem lies in the Distribution. Chocolates are a perishable product and therefore needs to be supplied to a retail outlet as fast as possible. At the same time retailers should be compensated for any stock that has expired without any hassles. The products also need to be transported in a refrigerated environment as they melt in room temperature. This Therefore needs to clearly delineate its distribution strategies.As Indian markets become more receptive to globalization there are chances of more and more MNCs entering the Indian market. Cadbury needs to maintain its brand equity through regular innovative advertisements and promotions. There is a growing threat from local substitutes. The Sweet shops are reinventing them selves and coming up with their own versions of chocolates. These find favor with the local tastes and are available in many varieties. Both MNC and Local Bakery brands are expanding their operations. Theses bakeries are manufacturing various verities of chocolates locally with local blends. They do not have to invest in extensive distribution and have as good quality as Cadbury. Their USP is providing fresh chocolates.Cadbury has to reinvent its strategies to face such future challenges. CHAPTER-17 RECOMMENDATIONS TO GEAR UP FOR FUTURE CHALLENGES Cadburys major problems are linked to the need for very responsive distribution network due to the perishable nature of its products. cost go up and problems like the recent worm episode arise. What we kindle is a revamping of its distribution network to make it more responsive. Indian consumers mainly consume sweets during some festivals. It must come up with innovative offerings for its chocolates to suit the need during such occasion s. e. g. Come up with shapes similar to Indian Sweets and package it innovatively reflecting the festival colors. Start exploring newer distribution channels like E-tailing where Hi-value chocolates are change in specialized packs. pic Appendix B Positioning with respect to the price segments Positioning Drives attitude and behaviour Drives snacking and consumption Drives variety, gifting and taste Price preferences High KitKat Cadburys Fruit & Nut (above Rs. 25 for 40 Cadburys Roast Almond gms. Cadburys Bournville Cadburys Nut Milk tango Almond Medium Cadburys Crackle Cadburys Perk tango Fruit & Nut (Rs. 10-25 for 40 Cadburys Dairy Milk Cadburys Creamy Bar gms. Tango Cashew Tango terse Amul Fruit & Nut Nestle Crunch Low Nestle Premium Milk Nestle Milkybar Amul Milk Chocolate (below Rs. 10 for 40 Nestle Classic Kandos Amul Bitter gms. Tango Milk Chuckles Amul Orange Nestle Bar One Amul Crisp Cadburys Break Cadburys piquancy Cadburys Five Star Nestle Rich Dark Mystique BIBLIOGRAPHY Kapferer, Jean-Noel. strategical Brand Management. The Free Press. A division of Macmillan, Inc. 1992 Edition Kotler, Philip. Marketing Management abridgment, Planning, Implementation, and Control Prentice-Hall, Inc. Eighth Edition Aaker, David, et al, Advertising Management Prentice-Hall, Inc. quartern Edition Business Line Catalyst Thu. Feb 19,1998. Financial express Brand Wagon Fri, Oct. 27, 1995 net Sources www. business-standard. com www. financialexpress. com www. conomictimes. com www. hinduonline. com www. indiaserver. com www. expressindia. com www. indiainformer. com www. cadbury. co. uk www. india-today. com/btoday Back issues of A&Ms &8212&8212&8212&8212&8212&8212&8212 CADBURY Competitor Analysis ? Strength & Weakness ? Strategies ? Future Plan forecast Organization Analysis ? Vision, values and culture brand texture ? Resource utilization Ext. environment Analysis ? Policies & Gov t. regulations (PEST) ? Technological ? Political Customers Analysis ? Need gap analysis ? Consumer behaviour Uti l ity Retail price C N A profit Pkg. design A N C Utility A N C Brand name Joyful, lighthearted, CarefreeDairy Milk, Perk, Fruit and Nut, Crackle, Kit kat The real taste of life Stars Bachan, Zinta, Cyrus Real Taste of Life Brand Essence spontaneous, happy, joyous feelings. Across the age Half full glass of milk pouring into chocolate and forming the C of Cadbury Cadbury Relationship Customer Cadbury For whom Kids, teens, mums, adults, mature adults. (FOR EVERYBODY) Why? Offers rich taste Kya swad hai zindagi main Against whom Competitors like, Nestle, Amul Substitutes like, Chips, Biscuits. When All purpose consumable. Gifts, Light snack Receiver current perception Sender finale Cadburys Brand Personality Reliable Down-to-Earth Fun-Loving Indulgent self-assured FriendlyCadburys Brand Personality Indian sweets having chocolate flavor Many MNCs planning to enter India. Also there threats from existing players in confectionary industry wanting to enter choclates. Vertical Integration could increase negociate power of suppliers. Indian consumers are price sensitive and may substantially switch. High rivalry but Cadbury enjoys a good brand recall. Substitutes Substitutes like IceCreams, potato chips, biscuits, soft drinks, chewing gum, are a source of threat as well as opportunity for market expansion. Suppliers Major raw material Suppliers are cocoa producers in Latin American countries. overdue to negligible Domestic production inIndia, suppliers enjoy high bargaining power. Milk supply also fluctuates, therefore, in summer months, milk suppliers gain adequate bargaining power. Competitors Duopoly Both the major players have Financial muscle to sustain their Brands All players following a pull strategy. Buyers Since chocolates do not satisfy any immediate needs, it is not a necessary item. Consumer power is very high and consumers need to be pe rsuaded through various positioning planks to consume chocolates. New Entrants Imminent entry of global majors like Hersheys, Mars etc. is bound to change the power equation in the Indian chocolate market. Appendix A Porters 5 Forces Model

Literature Reveiw About Ethics and Organic Food Essay

Since the last hug drug old age, the fastest growing sector in the solid nutrition industry has been the essential diet for thought. Organic sustenance ar certified by labels that ensure that they ar produced without pesticides and antibiotics and that they preserve the environment with the use of renewable resources (Organic Produce Export Committee, 2002, cited pasturage and Worsley, 2005). In France, the AB label ensures that at least 95% of the employment is constitutional and compels the producers to e dry land clearly the origin and the method of production (CSA Agence Bio, 2006).In France in 2006, 43% of the population has stimulated essential product at least once a month which corresponds to an increase of 6% since 2003. The growth come out of positive design is to the highest degree 10 percent per year since 1999. (CSA Agence Bio,2006). Abroad, the self resembling(prenominal) phenomena occurs, and constituent(a), even if it represented no much than than 3% of total nutrition role in Europe (Soil Association 2000, cited in Aarset et al. 2004) appears to be accepted trend that pull up stakes growth oer time. This mainstream has been strengthening by the bovine spongiform encephalitis s shadowerdal and the controversy closely the genetically modified sustenance effects.Regarding this postulate, researchers and groceryers began to get a line the thoroughgoing fertiliser consumer in the late 90s. It is very of the essence(p) for solid pabulum providers to ensure why the consumers secure this new lovable of nourishment. In our take up, we chose to guidance on the determination of consumers writes as easily as their motive(prenominal)s to diddle. Most of the studies we controvert emphasized on the determination of consumers profiles in term of socio-demographic f fiddleors connect to their attitudes or motivation.But we tolerate wonder if those factors argon sufficient in put to give a global infering of t he complete fertilizers buyers. The research problem is here to define which factors bewitch the organic solid food consumption, and to understand their inter-relationship in a global context of food consumption. In a first part, we depart try to understand the impact on culture on consumption and then the charter to odor at each earth particularly. past we leave al whiz discuss the main factors that twine the consumers that is to say attitudes, determine and motivations (combined with socio-demographic factors).Eventually, we will present and analyse the research we decided to base our contract on in rules of order to develop the constructs and the propositions of the ideaual frame control. 1Market phylogeny and pagan factors. 1. 1 nuance influences the food choice. The around primary factor that gives a direction to an unmarried is certainly is culture or region of origin. Solomon (1991, chap 15) defines it as a golf clubs mortalality. Its the sharing among a population of traditions, norms, beliefs and attitudes in cardinal body politic or in unmatchable(a) specific region.Culture is the first socio-demographic factor that would affect the stopping point to purchase. Socio-demographic factors ( macintosh Carthy and Perreault, 1990, p79-81) atomic number 18 the dimensions that affect the consumer act of purchase in a specific consumption context. The typical shipway to segment and define consumers atomic number 18 presented in the give away 1 the socio-demographic factors. Regarding this postulate, we rouse assume that the demeanor will be divers(prenominal) from a country to an otherwise. For instance, Aarset et. Al (2004) highlighted that from a country to another, organic products atomic number 18 not seen to be the said(prenominal) even if they be.Thus, they comp atomic number 18d the meaning of organic and the perception of labelling brass in France, Germany, Norway and UK. The deal highlights the fact that these notions argon unclear and clouded for the consumer and that diametrical countries sensed them in different shipway. The deuce tables be execrable resume the cross- discipline comparison mesa 1 The definition of organic in the five countries (Aarset et. al, 2004) France GermanyNorwaySpainUK ?Natural ? hold in Human intervention? High welfare ?Natural ?Environmentally kind? Characterised by confusion and ambivalence ?Natural? Ecological and natural ?Non-use of pesticides ? non environmentally damaging? barrendom from artificial inputs ? limiting environment aggrieve Table 2 The perception of the labelling ashes (Aarset et. al, 2004) France GermanyNorwaySpainUK ?Easily duped ?Legislative system required at the EU take aim ?Aware of Bio label ? assertion the AB system? Spectical consumers ?Unfamiliar with labels ?Limited knowledge of regulations? Sceptical labelling as gimmick ? Limited knowledge of regulations? Labels should reflect bore ? Ignorant closely current labels?Limit ed knowledge of regulations ?Trust government certifications? Should be free from government inputs ? Sceptical ?Unfamiliar ?Limited knowledge of regulations much finically, Beharrel and Mac Fie (1991, cited in Squires et. al, 2001) sighted that the motivations and the attitudes towards organic food were country specific. People are influenced by their society and by their way of life inside. Further much than, longitudinal studies (Douglas and Wildavsky, 1982 and Davies et al. 1995, cited in Squires et. al, 2001) show that conduct evolves over time.In this way in the first study Irish consumers stratified environmental disturbs at the top and quadruplet years later, the same concern was equally cited by consumers with comfortablyness concern (Squires et al. 2001). 1. 2The level of breeding of the country market influences organic food choice 1. 2. 1A cross- national study of Danish and New-Zealand organic consumers. A cross-national study made by Squires et. al (2001) com pares the demeanour of Danish and New-Zealand organic consumer regarding the level of organic food market development.Denmark is considered to be a mature market where organic food products are well implemented and New-Zealand is seen as a novice one. Lampkin (1992, cited in Squires et al. 2001) established that in a mature market, environment is the or so important motive to consume organic products. The range, the prices and the handiness will excessively experience an impact on sales. The study to the highest degree Danes and New Zealanders confirms these findings. Thus, New-Zealanders who are health focused, tend to be more heavy consumers of organic food, while for Danes the same motivation appear to be not significant.Environmentally friendly and leafy vegetable consumers are more equivalently to be heavy consumers of organic food products in Denmark. Finally, the research paper highlights that the macro-environment has an impact. For instance, Danish health and care system is well positive so we can assume that they dont seek at first to protect their bodies but that they are more focus on environmental concern as Denmark is one of the nigh green country. Squires et al. (2001) advocates that study should take into account the macro-environment of countries studies as well as the market development concerning the organic food market.The stage of development of the industry in the life-cycle is also a predictor of moderators of organic consumption. These factors should be considered when hypotheses and propositions are made roughly one specific country and its organic food consumption trends. 1. 2. 2The moderators of consumption depend on the market development Tarkiainen and Sundqvist (2005) analyzed the two major barriers of organic food consumption the price and the handiness of products (Tregear et al, 1994 Magnusson et al. 2001, cited in Tarkiainen and Sundqvist, 2005).The price is a barrier when the product has no special added value f or the buyer (Roddy et al. 1996, cited in Fotopoulos and Krystallis, 2002). Generally, the willingness to stipend differs from the range of products, for instance 52% of German accept to pay more for knowing products and 34% for carnal products like meat ( Meier-Ploeger and Woodward, 1999, cited in Fotopoulos and Krystallis, 2002). A priori, these moderators would have an impact everyplace and would have an influence in the country studied, Finland (Tarkiainen and Sundqvist, 2005).Actually, the hypotheses that the price and availability of products were both rejected by the study. Indeed, the range of products analysed (breads) were not price premium compared to accomplished bread. Furthermore, it appears that at that place is no availability issue and no short emerge in Finland as the market is well implemented in this country. If we odor at the same factors in Spain, (Sanjuan et al. 2003), it showed that in Spain, the price has a untroubled impact on the consumption of org anic food. Thus, the willingness to pay was below the tangible difference mingled with organic and conventional products.It also stated that the willingness to pay was different among different range of products, for example, Spanish are more active to buy at a price premium if they are considering fresh products. In the same way, a Greek survey (Fotopoulos and Krystallis, 2002) about get motives and organic food illustrated that the availability of products was the main barriers as the choice and the consider of retailers are very limited. As Conclusion, we can state that culture as well as market development are important factors when considering the consumption of organic food.As far as the situation is different country by country, it is kindle to study behaviors in specific situation. Culture and market development are not the only determinants that will influence the demeanour regarding organic products. Socio-demographic factors will also influence the decision making knead of organic consumer. These factors can be combined with determine, attitudes and/or motivations in order to design different consumer profiles. We the next parts, we will discuss the impact of these determinants in the organic food consumption. 2The attitudes that influence consumer2. 1Attitudes and the Theory of plan Behaviour 2. 1. 1Attitudes Attitudes are different from set because they concern objects like a behaviour, a person, an mood or a thing. Attitudes are the expression of the speculateing in a precise situation. Attitudes are judged through our determine. (Antonides and Raajj, 1998, p. 138). The attitude is central to the mold of set-attitudes-behaviour where the influence should theoreotically flow from abstract value to mid-range attitudes to specific behaviour (Homer and Kahle, 1988 cited in Soyoen and Eastlick, 1998).As we will see next, attitudes are central in the context of honourable choices. 2. 1. 2The Theory of Planned Behaviour and consumers ethical codes 2. 1. 2. 1The presentation of the Theory of Planned Behaviour. The surmisal of reasoned action (TRA), developed Ajzen and Fishbein in 1980, is a value-attitude-behaviors framework where the objective is to understand which factors would influence the consumer in an good context. The representative is based on the fact that behaviour is a direct function of Intention where heading is built in function of attitude and essential norm.Intention to purchase are considering to be good determinant of the behaviour (Honkanen et al. 2006). Furthermore it concerns a rational decision making movement where an soul has run into. The attitude is made by the sum of soulfulnesss beliefs and the evaluation of those beliefs. In the same way, the indwelling norm is the sum of two elements -individuals beliefs that important to other think they should or not should serve the behaviour question -The motivation to follow with other. In 1985, Adjzen added a new variable, the per ceived behavioural control.This system is widespread supported by researchers (Ajzen, 1991), but it is stated that accompanimental predictors could be included in the case if thither are significant to prefigure consumer behaviour. Figure 2 The surmise of Planned Behavior (Ajzen, 1991) 2. 1. 2. 2The relationship between TPB and food choice behaviour. In 1994, Thompson et. al (1998)analyzed the food behaviour with the TPB model in the context of growing consumption of olive oil in United Kingdom. The constructs of perceived behaviour control was removed because Spark et al. (1995, cited in Thompson et. al, 1994) stated that the olive oil usage was not significantly prevent.In this case of olive oil, the model was significant and confirmed that TPB is well adapted to food consumption (Saegert and Young,1983 Towler and Shepherd, 1992 cited in Thompson et. al, 1994). Additionally, the study showed that attitudes is a mightily predictor and pardon the major part of the behavio ur. It emphasizes that olive consumption is in the main due to the willingness to improve the taste of salad. Furthermore, the unobjective norms play a baby bird role in the model, and reveals to be not significant. This fact is due the low involvement of consumers in the act of eating or drinking.The consumption of organic food is more involved act as it reflects the life-style and the value of an individual. In the next study, we will see that subjective norm plays a key role when its integrated in the model as antecedents of attitudes. 2. 2The TPB in the context of organic food consumption 2. 2. 1The importance of subjective norms as antecedents of value. The research conducted by Tarkiainen and Sundqvist (2005) looks at the subjective norms and attitudes that influence the organic food consumption in Finland. As we emphasized previously, the perceived control behaviour as price and availability were found not significant.The most important finding of this study is the integra tion in the model of subjective norms as an antecedent of attitudes. As we said before, the subjective norms were frequently viewed as non significant because of the low-involvement in the food and drink consumption. However, Chang (1998), Sherphed and OKeefe (1984), Shimp and Kavas (1984) and Vallerland et al. (1992) (cited in Tarkiainen and Sundqvist 2005) exhibit that subjective norms were significant when the decision is related to an honorable context and when there are placed as antecedents of attitudes.The result of the study illustrated the importance of the behaviour in relation with others cerebration. Furthermore, the specific attitude took into account in the study that is to say the health consciousness, is not sufficient in order to explain attitudes. The authors advise that further studies should look at several motives/beliefs to explain attitudes as environment concern. The next study we will discuss considers more variables in the model of TPB. 2. 2. 2The multiv ariate modelling approach of ethical consumer choice.Using the guess of planned behaviour, Shaw and Shiu (2003) explored the important factors that occur in the context of organic food shopping. They proposed a study based on self-interest factors. In this way, they added two constructs in the primary theory the self-identity and ethical obligation. Ethical obligation refers to ethical beliefs that would represent a persons beliefs of what is good or bad. Self-identity can be defined as the pertinent part of an individuals self that relates to a particular behaviour (Shaw and Shiu, 2002).As Shaw and Shiu stated in 2000, these construct have an impact on the consumer behaviour in an ethical context and have been neglected before. Figure 3 Modified theory of Planned behaviour (Shaw and Shiu, 2003) This model was validated through a morphologic equation modelling in order to predict the behaviour of organic consumer. The study explains 52% percent of the actions of them. The theory o f planned behaviour gives the hazard to have more insight that a classical socio-demographic analysis which usually defines the consumer profile (Shaw and Shiu, 2003).However some factors remain unexplained (48%) and authors proposed to look at value that would influence the behaviour in order to understand which ones are underlying the self-identity and ethical obligation. In another hand, the study emphasized that entropy and emotions are very important in the ethical decision making (Shaw and Clark, 1999, cited in Shaw and Shiu, 2003). In the next step, we will focus on the set that influence the consumer decision branch in the context of organic food shopping. 3The relationship between honors and organic consumption 3.1Presentation and meaning of set The concept of values is defined as what is behind attitudes and behaviour of an individual in the context of organisation, institutions and society (M. Rockeach, 1973). Personal values are cognize to explain consumers behav iour in very broad situations (Rockeach, 1973). Personal values are defined by Schwartz and Bilsky (1987, cited in Steenhaut, 2006) as concept or beliefs about desirable end states or behaviours that transcend specific situations, look at selection or evaluation of behaviour and events, and are ordered by relative importance.Milton Rockeach (1973) developed a wide range of values which are divided into two categories the instrumental and the last(a) one. The 36 kinds of different values are presented in the exhibit 2 Instrumental and terminal values defined by M. Rockeach (1973, chap 3). Based on the work of M. Rockeach, Schwartz (1992, cited in Schwartz 2001) developed ten groups of values within a bank bill structure where the set of values is linked to each other. These ten groups of values are (Schwartz, 2001) -Self-direction -Stimulation -Achievement -Hedonism -Security -Benevolence -Universalism.-Conformity -Power -Tradition For the detailed meaning of each value, please ref er to the exhibit 3 Definitions of type of values and items that represent and evaluate them (Schwartz, 2001). According to Schwartz (2001), values can be antagonist or congruent to each other. The nib pattern above shows the relationship between the ten groups. If two values are near, they tend to be congruent and if they are at the opposite, they are in conflict. deuce axes resume the scheme Self-enhancement versus self transcendence opposes creator and achievement to universalism and unselfishness values.Openness to change to versus conservatism opposes the self-direction and rousing values to security and conformity. (Schwartz, 2001) Figure 4 The relationship among 10 motivational types of values. 3. 2Exploring the organic food consumption towards the Schwartz Value Survey In the event of the result of the Theory of Planned Behaviour applied to organic food consumers, authors (Shaw et al. , 2005) investigated the pertinence of personal values in the same context. They use d the Schwartz Value Survey (SVS) explained above. The result of the study can be summarizes in the chase tableTable 3 Values that are important in an ethical point of view (from Shaw et al. 2005) Groups of ValuesSpecific items related to an ethical issues AchievementInfluential multitude are drive by ethical obligation and want to influence others. SecurityHealthy pile want to eat and drink something that would protect or at least not harm themselves BenevolenceHelpful want to have information for staff downright relationship based on trust UniversalismEquality and social justice safeguard and welfare of all people Protecting the environment preserving the nature.In addition to the SVS, authors defined three values that were important for choosing organic food the capitalist economy as a negative one, consumer power and the brute welfare as positive one. In conclusion, values are not all meaning(prenominal) and were inappropriate to study the ethical consumer. The most impor tant finding is that the universalism values are the most relevant one in this specific context. A second study investigates the personal values combined with the Hunt-Vitell scheme as we will see now. 3. 3Relationship between personal values, ethical ideology and ethical beliefs.The Hunt-Vitell theory examines the judgment and the evaluation of an ethical problem of an individual. In this look back of consumer ethics, Vitell (2003) emphasized that two major factors influence the evaluation of consumers the idealism and the relativism. after(prenominal) a presentation about the model that will be used, we will discuss the place of the research paper. 3. 3. 1Hunt-Vitell theory of ethics Hunt and Vitell (1986) developed a model thats studying the decision making process of an individual when (s)he is facing an ethical issue.When a person is in straw man an issue, (s)he has alternatives that he can chose. These perceived alternatives are evaluated thanks to two ways of analysis the deontological and the teleological point of view. The deontological evaluation concentrates on the evaluation of the behaviour itself and compares the evaluation of alternatives in term of wrongness or rightness. This is directly related to personal norms and beliefs that a person develops. The teleological evaluation focuses on the exits of the alternatives, and wants to state if its good or bad to take one decision.It contains four major constructs -the perceived consequences of each alternatives for various stakeh honest-to-gods, -The probability that each consequence will occur to each stakeholder, -The sex appeal or lack of desirability of each consequence, -The importance of each stakeholder group (Hunt and Vitell, 1986, p. 9). These predictors sum up together, pulp the ethical judgment of an individual which is turned into intention to behave and into behaviour. Finally, we also have a predictor called Situational Constraints which is related to the macro-environment that could impact the behaviour (eg.opportunity).The concept established that four areas will impacted the perceived ethical issue, alternatives and consequences -The cultural environment -The personal characteristics -The industry environment -The organizational environment. As we can see Hunt and Vitell theory is a global concept that occurs in businesses related situation, however if we remove the constructs related to a professional situation, this model is valid to study the consumer behaviour (Scott J. Vitell, 2003). Figure 1 the Hunt and Vitell theory without professional situational predictors (Hunt and Vitell, 1986).3. 3. 2Findings about the relationship between personal values, ethical beliefs and ethical ideology The purpose of the research done by Steenhaut and Kenhove (2006) was to examine the influence and the impact of individual personal values priorities in the ethical judgment. To do so, they used the Hunt-Vitell theory combined with the Schwartz Value Survey (Schwartz , 1994, cited in Steenhaut and Kenhove, 2006). To measure the ethical beliefs, they use the Consumer Ethics Scale developed and validated by Vitell and Muncy (1992, cited in Vitell 2003).This scale looked at the reactions of consumers in front of ethical fishy actions (e. g. the reaction facing a passive benefit at the set down of others). The study found that idealism was determinant more a consumer is wedded to tradition, security and conformity the more likely he is to act ethically. Furthermore, more a consumer is attached to universalism and benevolence (self-transcendent), the more is likely to act ethically. ? Two major types of values are important in an ethical context. The universalism and benevolence (self-transcendent) are the most important values in the context of organic food shopping.These findings cant explain a lot of the behaviour (no more than 10% in Shaw et al. 2006), so we propose that more specific values related to food choices and ethical behaviour have t o be studied. ?These findings give the opportunity to marketer to stress their communication actions on values that care for organic consumers. However, personal values are only an verifying linked to the consumer behaviour, and it is noticed in the both studies (Shaw et al. 2006 and Steenhaut and Kenhove, 2006) illustrated that personal values are not enough to predict ethical decision making process especially in the context of organic shopping.Even if self-transcendent values need to be studied in the case of organic food consumption, its just a set of explanation. These values are to general and are shared by people in a culture (Honkanen et al. 2006) so it appears that different ways to investigate the relationship between values and organic food consumption should be discussed. In the next part, we will investigate countrywide surveys that have explored the organic consumers. They take into account more variables like socio-demographic factors, beliefs and motives regarding o rganic consumption.4Analyzing the organic consumers through their motivation and their socio-demographic factors 4. 1What are the main motivations towards organic consumption? 4. 1. 1The health motives Most of the researches done on organic consumers state that the most important factor that influences the decision to purchase is the health (Fagerli and Wandel 1999, Rozin et al. 1999, cited in Magnusson et al. 2003). Even if there are no clear evidence that organic food consumption is healthier than the conventional one, this factor is generally ranked at the top. 4. 1. 2The environmentally friendly consumers/Concern for the environment is the other one most important motive to purchase organic products. In this case, people want to act in order to protect the environment, the nature and more generally the eco-system. These consumers also care about the pollution, the usage of non renewable resources and species preservations. (McEachern and McClean,2002). The animal welfare is also a motivation for environmentally friendly consumers. 4. 1. 3The food safety One of the reasons for seeking food safety (Fotopoulos and Krystallis, 2002) is related to late food scandal like the BSE crisis in UK and all over Europe.People are looking for better quality and safety in order to protect themselves and that include organic products. Furthermore, the genetically modified food appears to be risky for a range of consumers , they would have positive thinking about organics compared to negative thoughts about GM (Rimal et al. 2005). 4. 1. 4The taste of the product Consumers often see organic products as more tasty compared to the conventional one because they are made in smaller quantities and wider varieties (Davis et al. 1995, cited in Fotopoulos and Krystallis, 2002).Tastes rating is high in country like UK and Germany (Meier-Ploeger and Woodward, 1999 cited in Fotopoulos and Krystallis, 2002). It seems that it is one of the top five factors of motivation for get. Nevert heless it appears that there is no scientific evidence of the higher taste of organics and it seems that the beliefs of the consumers are divergent from the reality (Hutchins and Greenhalg, 1997, cited in Fotopoulos and Krystallis, 2002) 4. 1. 5The confidence on food industry The study of Squires et al.(2001) showed that less an individual is confident in the conventional food industry, the more likely he is to purchase organic food. That seems logical as if a consumer is scared about conventional food, we will seek for other alternatives including organics. As we stated that there are differences between consumer profiles and habits according to the country of origin and it would be interesting to emphasize these divergences. In the next part, consumers are studied according to their purchase behaviour (intensity) thanks to the combination of motivations with socio-demographics factors.In this way, we will discuss the behaviour on several countries and try to analyse if these facto rs are suuficient to well understand organic consumers. 4. 2The consumers profiles by countries 4. 2. 1. 1? in France According to the barometer made by CSA Agence Bio in 2006, 4 out 10 people consume organic products at least once a month and that 7% consume it every week. The motives of French consumers have evolved over time and are -The protective covering of the environment -The health concern -The food safety -The taste and the quality. Furthermore, the availability of the products is seen as a moderator for 19% of the population.The willingness to pay more is well accepted as consumers think that is normal to pay more for higher quality standard products like organics. The products that are the more consumed are fresh, diary, and meat items. In this study, we dont have any information about the socio-demographic profiles about consumers as well as their values. 4. 2. 1. 2? in Australia The research of pasture and Worsley (2005) scrutinize the relationship between personal va lues, beliefs and socio-demographics factors in order to understand the organic consumers in Australia.They use a 12 items scale about beliefs and organic food, a 14 items scale about the self-transcendence personal values adapted from Schwartz Value Survey and a 13 items scale (age, sex, income and education) to perform their questionnaire. The results are summarized in the following table ValuesBeliefs and MotivesModeratorsDemo. Profile The values are positively related to organic purchases. They explain only 8% of the sectionalization in the study-Health -Taste -environmentThe expense and the availability are the major moderators as expected.50% mistrust the organic labelling systemMore women compare to men a likely to purchase. The other factors were not significant. The profile which is more likely to purchase is a womanish who squarely care about nature and equality. The study suggest that not only socio-demographic and personal values factors influence the decision to purc hase and that future day research should look the perceived consequences of the act of buying and other cover attribute like taste or colour. 4. 2. 1. 3? in New-Zealand The purpose of the study developed by Squires et al.(2001) was to investigate the cross-influences of the health, environmentally concerns, and the confidence in conventional food in the consumption in New-Zealand and in Denmark. The findings about the New-Zealanders are shown in the following table Beliefs and MotivesGeneral ProfileDemo. Profile -Health -Environment -Less trust in conventional in food ind. ? + towards organics. Personal eco-identity profile worried person about the mankind and about environmental disaster would buy more. More female, older people and more rural and suburbs consumers consume organic products.4. 2. 1. 4? in Denmark According to the same study (Squires et al. 2001), Danes profile of organic consumers are Beliefs and MotivesGeneral ProfileDemo. Profile -Environment -Health -Mistrust i n conventional in food ind. ? + towards organics. Green Self-perception profile care about the environment and its protection at first. More female, older people and live in cities. The authors advise for further research to look at more motivation factors in order to give more insights about the organic consumers. 4. 2. 1. 5? in Sweden The research made in Sweden by Magnusson et al.(2003) deals only with the two main factors that influence the organic decision to purchase, the human health and the environment and their consequences on the consumer. They design a study based on four organic types of product with two different scales -Questions about the frequency, attitudes, availability and beliefs about organic products. -Questions about the 17 mathematical consequences of buying organic food in general. They find out that the consequences of the act of buying are strongly related to environment and health well-being.The Swedish are motivated by health concern in the intention an d frequency to purchase and young female tend to be the most likely to consume organic product. They also state that the environmental concern is an altruistic motive and that the health concern is more an egoistic motive (I want the well-being for my relatives and me at first). Swedish who have a strong green behaviour regarding recycle for instance, have more self-centred motives for buying organic food. It can be explain by the fact that recycling or green behaviour require less involvement are easier to do everyday.?This study emphasizes the need to analyse the organic consumer in a wider way with the inclusion of his/her behaviour regarding other green or ethic activities. With the inclusion of these variables, research would have the capacity to state if other green behaviours are related or have an impact on the consumption of organics. 4. 2. 1. 6? in Greece The Greek market is a novice one regarding the consumption of organic products, and Fotopoulos and Krystallis (2002) wa nt give information about consumers in the country and investigate ways to cluster different consumers according to their behavio.

Home Schooling And Educating Children At Home

One of the major favors of home shallow daying is that it allows p bents to be profoundly involved in the instruction of their squirt. Lyman ( 1998 ) and Mayberry ( 1988 ) suggest that p bents are interested in home conditioning their kids because of the turning perceptual experience that the school system is unequal in developing kids into spirited winners and that many a(prenominal) schools by and big deliver standardized instruction with out follow to the person s endowment and potency. Lyman ( 1998 ) and Mayberry ( 1988 ) write that by supplying their exclusive attending to their kids, they are in a better tooshie to accept their kid s possible and promote the kid. In a trace by Lines ( 1991 ) , it was found that about three fourths of the parents who home schooled their kids anyhow brisk their ain instruction stuffs. Further much, in a survey comparing the state-supported presentation of homeschooled kids with the regularly schooled kids, it was found that the for mer outperformed the latter on many steps ( Ray &038 A Wartes, 1991 as cited in Abell, 2002 )The 2nd advantage of home nurture is that parents can avoid the disadvantages of modern twenty-four hours worldly concern instruction ( Clark, 1994 ) . Clark ( 1994 ) suggests that parents are progressively concerned that many public schools concord a sight of offense and other bad learners can negatively act upon their kids. He suggests that parents feel that because drug usage and force is change magnitude in many public schools, they are better able to attempt the safety of their kids by educating them at ready. Therefore by homeschooling their kids, parents can take in charge the safety of their kids.Homeschooling is non without its disadvantages and one of the normally quoted disadvantages is that place schooling consumes a batch of clip and the parents do non indorse any clip for other activities. For illustration, if a kid has to be homeschooled, one of the parents has to give up work and emit a big peck of the twenty-four hours in learning and tutoring the kid. This whitethorn put a major load on the parent and may take to feelings of depression, ennui etc. Further much, because the parent may or may non be qualified adequate to learn the kid, he or she may non be in a place to learn every subprogram good as the instructors in a school where there are different instructors for different topics and are hired by the school ground on their makings.The 2nd disadvantage of place schooling is that parents feel that they are paying revenue enhancements and other responsibilities, which go into making public schools, and if they do nt direct their kids to these schools, it would be a waste of the money spent. A related ground is that many parents feel that schools have many installations similar investigate labs and playgrounds that place schooled kids do non hold entree to and hence miss out on several chances to larn and socialise ( Abell, 2002 ) .Another disadvantage of homeschooling is that societal cost of place schooling. Diana Jenkins writes that kids feel the demand to socialise and a major portion of their development is in their ability to interact with other kids of their ain age group. She suggests that kids who are place schooled are non in a place to interact with other kids and frequently feel that they are losing out on a really of import experience. Furthermore, Jenkins besides suggests that a major portion of acquisition is the ability to larn while taking the positions of others into consideration. She suggests that homeschooled kids do non hold the luxury of taking into history other pupils thoughts and sentiments and hence stop up with cognition that is merely in one way.It appears from the above reappraisal that homeschooling has more disadvantages than advantages and that it may be better for the kids to go to schools than stay at place and survey. so far, because many parents feel that public schools have many disadvantages, their concerns can be removed by making better place school partnerships. firearm traditionally parents have merely dropped their kids at school, and participated in some pupil parent meets, some bookmans have suggested that schools can affect the parents more by back uping them with better instruction resources which they can utilize at place to do place tutoring by them more interesting, and besides ask foring parents to school to take part in synergistic activities with instructors so that instructors can besides profit from some of the cognition that parents have. Another suggestion is that better communicating channels should be created between instructors and parents so that the instructors are cognizant if the kid is traveling through a hard stage and is underachieving because of that ground, and likewise parents are cognizant if the kid is holding some interaction jobs at school because of some issues at place. This manner the environment at both t he school and place can better ( Patrikakau, 2005 ) .Therefore, it is clear from the above the place schooling is popular among many parents because of the feeling among them that public schools have many jobs like offense and make non pay single attending to the pupils like the parents can. However it is besides clear that because parents can non supply many installations like seek labs and resort areas and can non assist them with societal interactions with friends and schoolmates, homeschooling may non be a really good thought. It appears that both schools and parents can profit from better collaboration between parents and instructors where parents experience safe about their kids and instructors can profit from cognizing more about the pupils from the parents.

Reflection In Diversity Essay

The focus of this date is to explore a time when I mat up like the another(prenominal) invisible, excluded, or too visible. I lead describe how I felt and what I learned from my experience of exclusion in the workplace. I will then connect my discussion to at least three concepts, examples, and /or quotes from the course readings or lecture. I am currently employed by a Dialysis leave behindr that has several contracts to provide Acute Hemo-dialysis treatments to patients in a hospital setting. I have a primary hospital location, nevertheless I also travel to other hospitals in the area. I make love this position for many reasons, one being that I have a lot of autonomy. Others and myself see working as an Acute Hemo-dialysis Nurse as a prestigious position. Although I work alongside other Registered Nurses, as a asserter, most colleagues consider me the other RN. My contract status excludes me from entirely unit and daily hospital activities. I have adapted to this indepen dent work environment.On occasion, the hospital is short on staff and requests my assistance. However, I am obligated to ensure I abide by the virtue and work regulations for my position and status. In the performance of my daily duties, requests for services alfresco of my contract arise. I regularly encounter such requests in the medicinal drug room and nurses station. Many hospital staff RNs set forth offended when I have to decline assisting them. According to our textbook on page 85, discrimination is oppose behavior toward a person establish on his or her group membership (Bell, 2012). Many of the nurses from my company plain that hospital nurses discriminate against us due to our status. I understand my contractor status concerning co-employment laws. I am content with the service I provide and the rules governing my position. I do not allow such negative interactions or opinions to interfere with my job performance.

Physics Summary Sheet

Physics Glossary galvanic automobile circuit whiz simple, complete conducting circuit pathway Electronic thingmajig a work that consists of two-fold circuits and transducers Transducer blind that converts energy from one underframe to another Input transducer converts other forms of energy (sound, unclouded, heat) into electrical energy, e. g. microphone create transducer converts electrical energy into other forms of energy, e. g. peakers Processor Component found in electronic gadgets, receives signals from input transducer and responds by operating the output transducer Transistor device found in processors that can amplify electrical signals or enactment as a switch Diodes also found in processors, allows the electric current to flow in lone(prenominal) one direction Semi-conductor a material whose ability to conduct electricity is somewhere between a conductor and insulator LED a luminance emitting diode, which is a junction transistor which transforms ele ctric current into thermal and elation energy.Found in traffic lights, gondola lamps and indicator lights, and be sturdy, operate for a longer time and single-valued function less energy than standard lights.Integrated circuit a usually composite circuit with many components, and is packaged into a small unit called a chip Magnetic field is created when an electric charge moves it is a kingdom where a permanent experiences a charismatic force of attraction or repulsion Electro drawing card is created when a coil of cable is wrapped around a fleecy piece of iron when an electric current flows through the wire the magnetic field it creates causes the domains in the iron to line up, creating a inviolable magnet Domains the magnetic regions the iron atoms ar course themselves into that act like precise magnets with north and south poles Electricity The collection of physical effects colligate to the force and motion of electrically charged particles, typically electrons, through or across matter and space Electromagnetic Gadget A machine that consists of a coil wire wrapped around a soft piece of iron when electric current flows through the wire the magnetic field it creates causes the domains in the iron to line up, creating a strong magnet Light Electromagnetic radiation that can be perceived by the human eye, it is made up of electromagnetic waves Electromagnetic Spectrum A range of electromagnetic energy which includes light that we can see and light that we cannot see. An theoretical account of light we cannot see is radio waves Transparent Havingthepropertyoftransmittingraysoflightthroughits substance Translucent Permitting light to pass through notwithstanding diffusing it so that persons, objects, etc. , on the opposite side are not clearly visible Opaque Does not allow light to pass through Reflection Thechangeindirectionofawave,suchasalightorsoundwave,awayfromaboundarythewaveencounters Refraction When light travels from one medi um to another, it speeds up or slows down Our eyes contain two diametrical photoreceptors rods which watch over light and strobiles which detect glossary -our eye detects primary influence with only one type of cone -secondary comments created by multiple cones tinder simultaneously. Our eyes -contain two different photoreceptors rods which detect light and cones which detect colour -our eye detects primary colours with only one type of cone -secondary colours created by multiple cones firing simultaneously. Our eyes -contain two different photoreceptors rods which detect light and cones which detect colour -our eye detects primary colours with only one type of cone -secondary colours created by multiple cones firing simultaneously. Our eyes contain two different photoreceptors rods which detect light and cones which detect colour -our eye detects primary colours with only one type of cone -secondary colours created by multiple cones firing simultaneously. send off Our eyes -contain two different photoreceptors rods which detect light and cones which detect colour -our eye detects primary colours with only one type of cone -secondary colours created by multiple cones firing simultaneously Human bosom * We see images in our retinas because the fovea in the central of the retina controls the eyes sharpest plenty and is the location of most colour perception, which is how we see.

Motivation Letter Essay

Motivation Letter Application For Studying In University capital of Minnesota Cezanne genus genus genus Aix Marseille To whom it may concern In addition to all my documents provided, I would like to take this great opportunity to write a motivating letter to clarify my principal(prenominal) reason that drives me to study in University capital of Minnesota Cezanne Aix Marseille. After graduation from _____ University major in Industry foreign Trade, I acquired jockeyledge in an extensive business area, for example, accounting, finance, international trade, incarnate focussing, law etc.I worked at Credit Control division at Accenture Consulting Comp both for around 2 years. My responsibility includes providing customer value to UK clients, collecting overdue debt, applying cash payments, making financial adjustments and analyzing credit perspective for customers. My interpersonal skills improved greatly and English skill was polished as well through daily contact with British customers. Currently I have been worked as assistant product manager at gold Label 5 International Trade Company.My responsibilities are to announce with the gross revenue team, the distributors and the promotional girls in order to motivate them and to let them be much and more aware of our checks images to manage efficiently the existing marketing tools to put down in the teaching of new marketing tools and participate in the development of the promotions for the day market. I believe that my current working experience is the main reason that drives me to study in France. By choosing to study University Paul Cezanne Aix Marseille there are a few advantages that I can carry through my goalMy current job is to assist my french boss (marketing director) to communicate with the sales team, the distributors and the promotional girls in order to motivate them and to let them be more and more aware of our brands images. Meanwhile boost and maintain our brand image. In order to co operate better with my boss, I started to learn French since last June. Although we still discuss in English during daily life, my French language does help me a lot when I explain or so authentic French traditional wines and spirits k straightwayledge to customers. I know more and more about French, French culture, French wine, etc.And I believe that what I will obtain in University Paul Cezanne Aix Marseille give me a global view of International corporate management and have a multi-culture telescope. France is a multicultural country, and University Paul Cezanne Aix Marseille is a well-known multicultural university. I can learn how to interact at bottom different cultures to improve my interpersonal skills. I also can take a shit up a network that comprises friends from different countries and areas. France has good relationship with China. And now China is becoming certainly the biggest potential market for France.With my multi- culture background and French experience and skills, when I have completed study in France and returns China, I can participate into the development of business cooperation or any other relationship. In short, by choosing to study in University Paul Cezanne Aix Marseille, I will benefit greatly from the extraordinary experience for construction up my professional career, and I will help to build China, my motherland, into a well-managed market economy country. I am looking forward that my natural covering can be assessed and approved at your earliest convenience genial Regards Li

A Study on Workplace Stress Among Women Working

A STUDY ON WORKPLACE variant AMONG WOMEN on the stage business(p) IN BANKING INDUSTRY By ASSISTANT PROFESSOR CHARU MODI ABSTRACT Women in India hurt served a lot aft(prenominal)ward independence. From just a have intercoursed home addler, women today have gained skills and potential of non just world a homemaker but universe at parity with their male counterpart. Moreover, diversifying roles of reckoning women, they have preserved the conventional put to get culture of ho drillhold. forthwith a day the companies argon thriving towards high valuate that the women have to work for longer hours to sustain the standard of living and accomplish their staple fiber needs.In spite of having the re cen while technologies and services, women intuitive feeling to be work loaded and vehemenceed. The mulct literature on accentuate recommends that running(a) women ar lying on to the same grimace tense upors practiced by functional men. So far, women argon to a fault con fronting with possibly exceptional testors such(prenominal) as inequality, social disconnection, and work/home classes. show a dress ups be sire of m whatsoever causes which atomic number 18 emphasized in the check up on paper. The look into paper in any case contains reasons of tension and how to ease the strain and rise above such problems by the works women at their employment.KEYWORDS act luff, air, running(a)(a) Women. opening Know Ab forth Stress Stress is a mood that is make when we respond to grumpy figure of speechs. It is the bodys manner of growing to a ch whollyenge and make outting ready to meet a strong situation with focal point, power, energy, and warm alertness. 9 Stress is a normal animal(prenominal) reactiveness to actions that make you feel endanger and disturb your balance in any(prenominal) way. Fortunately, research shows that spiritednessstyles vary and form-reduction techniques throne facilitate people learn to cope up with stress . 1 Stress refers to the tension from the argument between external environment and internal environment, channelise towards mad and bodily pressure. 9 In this fast moving world, it is not possible to live without stress, whether it is a student or working women. There is both constructive and destructive stress, depending on from each one individuals scoop shovel observation of the force between the two factors. Not completely stress is terrible. For instance, constructive stress, also known as eustress, 17 can assist a person to perform a task at best ability and meativeness.Therefore, it is clear that some form of constructive stress can bear upon more shades and enthusiasm to lives. The presence of a tar let, for ex adenylic acidle, can let to make the most of the moment pleasurable and gene regularise enhanced value. It is significant to keep this in mind, as stress management signify to use stress to our benefit, and not on eliminating the occurrence of stress in ou r lives. 8 I. 4. bow Status Psychological Well Being The present status of women in the current working environment can be demonstrated utilise some current entropy on the working women culture. 11 FIG 1. psychological WELL BEINGSource 11 DIFFERENT TYPES OF STRESS External and Internal Stressors 1 People can get known with stress from outer or inner causes. * outer(a) stressors take adverse physical state or distressing psychological atmosphere (such as poor working conditions or unpleasant relationships). 9 * internal stressors can also be physical (viruses and other diseases, irritation) or psychosomatic (such as deep worry obturate to a destructive event that whitethorn or may not occur). 9 * Severe or unrelieved Stress Stressors can also be defined as maverick (severe) or lasting (unrelieved). Severe Stress.Severe stress is the reaction to an instantaneous threat, unremarkably known as the fight response. The threat can be any circumstances that are supposed, even subco nsciously or incorrectly, as a threat. Common severe stressors include * Noise (which can cause a stress answer even during tranquillity) * Crowding * Isolation * Starvation * peril * Illness * Hi-tech equipment effects (playing videotape ,playoffs, regularly buzzing active phones) * Visualizing the threat or detection of a precarious incident infra most conditions, once the severe threat has agreed, stages of stress hormones come pricker to normal.This is known as the repose reaction. Unrelieved Stress. Often, up to date life poses ongoing stressful conditions that are not short-lived. The recommendation to take action (to fight or flee) must thus be cautiously handled. Stress, after that, turns into unrelieved. Common unrelieved stressors contain * Ongoing extremely pressured work * long-run relationship problems * Lonesomeness * Constant financial worries WORK PLACE STRESS Stress at work is quite a new overt fact of contemporary lifestyles. occupational stress adds a load to physical health.Work related stress in the life of controlled workers, thus, have an effect on the well being of organizations. Stress, either fast or steady, can dumbfound tempestuous body-mind dis rigs. Instant disorders such as nervousness attacks, worry, sleeplessness, tenseness and muscle bother can all result in unrelieved health problems. It has an effect on immune system, cardiovascular and nervous systems and direct individuals to regular addictions. analogous stress reactions, peace of mind responses and stress management techniques are some of the all-important(a) built-in response systems.Unfortunately, at present, dont get peaceful and calming situations without asking. For relaxation one has to struggle to create such circumstances. 19 This study is carried out to investigate that how much the women workforce of the banks are strained and how do the pressure of work influence their occupation life, societal life, productivity etc. In order to do so a adjudica te of 10 women employees are selected from each of the three banks for the research of body of work stress among them. Symptoms of Work StressIt is no furtive that stress and associated disarray is being considered as generally regular cause of employee disability. Managing of workplace stress is leadership accountability. Good leaders who are old(prenominal) with the symptoms of stress can manage situations to create more pleasing workplaces and to purify both efficiency and the bottom line. Corporate women who have served in all conditions distinguish stress when they monitor symptoms such as 7 * Nervousness * irresoluteness * Petulance * Complaining * Forgetfulness Loss of self confidence * Sleeplessness * carnal fatigue duty WORKING WOMEN This is the fresh generation of women, who needs to chase their vision career. But this life is not a couch of roses for eachone. Waken up at sharp 6 in the morning after preceding(a) to bed late at night, crackling up an delicious break fast for each one while getting the kidren all dress up for school, taking care of the sundry house needs that require her reflection thats the average working womans home schedule for all. Things are not lenient for her on the work frontage either.The collective-roles that women are have to play these days, bring astir(predicate) energy leak both at the bodily as well as mental level. 16 II. OBJECTIVES OF THE STUDY The study on the workplace stress among women is conducted with the following objectives * To determine the major causes of workplace stress. * To regain the travel to constrict work place stress among women. * To demote the measures to reduce workplace stress. LIMITATIONS OF THE STUDY The questionnaires were filled by 30 women those who are working in three major commits of Bhopal i. e. Axis Bank, HDFC Bank and ICICI Bank, so the reach of sample findings was less. 0 women employees of different designations filled the questionnaires. Due to this the opinion of employees differs as they are from different levels/designation. Data are placid from various sources, current articles same(p) from online services, the Internet, and public libraries. The research describes the factors causing stress in the workplace and its regard on women. An effective method of coping with stress is given, but exceptional to ones examined in the primary and secondary resources. LITERATURE REVIEW Women and Workplace Stress WOMEN ACCOUNTABILITYStress at work, the stress of lifting up children, the stresses that come with growing old parents, some of these circumstances could offer a fairly high sum of stress 12. When women are faced with collective roles, all of which carry serious demands, they face stages of stress that are high enough to add to fitness problem, unattended work, and a reduced ability to obtain on additional. ACCOUNTABILITY AT OFFICE ACCOUNTABILITY AT HOME Source 5 An environment with teensy-weensy flexibility or option would be a bigger hazard of agony than an atmosphere of no-voice for a working woman.Interestingly, womens stress matters do not deviate considerably. Women are all-ro below by character and include responsibilities inside responsibilities. 3 Job, relations and dwelling are not detached and the subjects somewhat balance surmount in spite of working for yourself or somebody else. The new study from University of Melbourne has publicized that almost 1 in e very 5 Victorians working women undergo depression23 that can be attributed to frolic stress and more than one in eight or 13 per cent of the working men with depression have trouble due to theorise stress. 3 The literature on work-related stress has made known many different courses of job related stressors and linked them to such matters as job recreation and worker yield (Beehr & Bhaget, 1985) 6. One of the major causes of workplace stress is whether the person is satisfied with the job or not. Many researchers found that job related stre ss issues are related to role ambiguity, role conflict, employee slaying and satisfaction, over work load, need for achievement and organizational effectiveness.In 1976 Research 6 conducted in the financial services sector recognized that stress can also increase the probability of errors and arguments as workers cut corners to achieve targets 81% intrust irritation in the workplace has pessimistic effect on spirits, 74% are less dynamic when in a bad cast of mind, and 15% work slower (in fear of do a mistake) when their chieftain is angry. Fear of aggression is often on the minds of individuals who handle cash on a regular basis, and can be a major cause of mental and physical distress (Violence and stress in financial services, 2003).A conform to of 1,299 employees from 37 organizations 6 recognized ten causes as the more important providers to employee stress. These were Employees not being free to converse with one another, individual disagreements on the job, Employees n ot being given charge over their work, insufficient employment or budget, focussing and workers not talking frankly, Management supposed as being uncooperative, below average unwell and holiday benefit, lessening in employees profit, neediness of gratitude or return for doing a good job.In one more research Managing Stress at Work by Kate Jenkins conducted in 2001 6 drew number of factors which add to stress in work places, which are people are working longer hours, taking shorter or no breaks, with increase growing in IT and globalization, decrease in spare measure and less sleep and there are more time and travel pressures. (Jenkins, 2001) 6 . Work stress sometimes affects organization by * Increased rate of absenteeism. * Decreasing rate of dedication to work. * Increasing rate of employees return. * Increasing rate of grievances from clients and customers. Increasing rate of insecure working exercise. * Negatively affecting staff recruitment. 6 With the rapid cash advance of technology, the rate of work load has increased and thus the stress among working women. To some extent there is the fright from being economized in fantastic times, leading to better job uncertainty on the part of those who hinderance 21. Unquestionably, work-related stress is one of the most frequently quoted stressors faced by persons all over the world. The remarks reported by Lundberg offer some descriptions for why Luecken et l originate that women working in clerical and customer service place who had children at home reported greater than before strain at home, but no increase in strain on the job. 2 season some stress is good for inspiration and growing competence, stress after a limit can result in depressing friction such as reduced efficiency and effectiveness. Most of the people are feeling secluded and upset at work, and this has resulted to better work-related stress. Consulting experts and professionals are being consulted on ways to raise link and inspiration o f their employees.Few companies arrange parties and make their workforce feel appreciated at work. These are method to get on employees and assist them to sense protected at their jobs, interpret into greater yield. On the other hand, not all companies have such method in place. Figure 2 Model Of Causes And Consequences Of Work-Related Stress * Source 14 RESEARCH methodological analysis III. Research Design This study includes exploratory research on the relate areas relating to working women and the stress levels that are constantly being felt by them at their workplace.I have tried to highlight the situation in mise en scene of such problem and tried to suggest some of them for correcting the situation. IV. Data appealingness primary Data was collected with the help of self-administered questionnaire which includes 15 items. Secondary data was gathered from newspapers, magazines and online sources such as websites. Some analytical graphs were also collected to support the res earch objectives. VI. Sample Size I have interpreted the sample of 30 women employees from three different private banks of Bhopal named ICICI Bank, HDFC Bank, AXIS Bank.DISCUSSION & FINDINGS The major(ip) Causes of Work Place Stress among women are In the fresh times stresses can take the form of financial needs, or emotional disturbance. Contest at work and an increased workload are also the root cause of greater levels of stress. The stress can be identify by the symptoms as mental symptoms usually experience include sleeplessness, headaches and an incapableness to focus. Physical symptoms like heart palpitations, breathlessness, excessive sweating and stomach-aches.Reasons for stress are? There are many different reasons of stress which are also known as stressors, like Common lifestyle stressors include performance, intimidation, and dying stressors. Performance stressors are generated when a person is placed in a state where she feels a need to shine. This could be durin g performance evaluation, lunch with the boss, or delivering a speech. Threat stressors occur usually when the present situation poses a risky threat, such as a monetary recession, or from a misfortune.Last but not least, demise stressors take place when there is a feeling of loss such as the fear of losing a love one, or any other loss. Therefore, there are a var. of stressors, and even more diverse methods and ways of handling with pressure and good turn it to our own advantages. The causes which are faced mostly by working women at their workplace in my study at Bank are * prolonged working hours * Harder to balance work and home demands * low utilization of skills * stupid demands for performance17 * Underpaid job * Multiple tasks at work Deficient of maintaining interpersonal chat between the employer and the women employees. 15 * Deficient of maintaining interpersonal relationship among the women employees * The fright of losing ones work * stripped-down time left to sp end with the family 15 * Treated substandard to your male contemporaries. 1 * Experiencing sexually nagging funny story from your superior and male contemporaries. 4 * rattling a a few(prenominal)(prenominal) of the women employees feel that they are suffering from depression while most of the employees experience that that they are liberated from the despair.Most of the women employees worry about their contemporaries view about them whereas breathedly any of the women employees are not concerned with the view about their colleague. Most of the women workforce of the bank talk about their difficulty and make out their opinion with their other half or associates or others while very few of the women employees are not worried with it. Major part of the women employees job above 8 hours which is the starting point of the stress while few of the women employees dont work for more than 8 hours.Nearly 50% of the womanly employee spent regular time on leisure activities which assist s them to stay stress free while 3/4th of the women employees dont do that. Nearly half of the women employees find their social life to be even-handed whereas 2/5th of the women employees dont have their social life balanced. Very few of the women employees remain silent. Most of the women employees fright the value of performance being offered by them whereas 15 % of the women employees dont fear the quality of their work. Major part of the sample i. e. round 70 % women workforce try to find the key of their stress while 30% of them do not find any solution. 45% of the women employees try traditional exercises like meditation, naturopathy, yoga and other quaint medicinal methods to decrease their stress whereas 55 % of the women employees use other techniques to reduce stress like resorting to pastime, holiday. After analyzing the data of all the three banks, it is seen that the women employees working in AXIS bank are less stressed out when compared to other banks. It can be for the reason that its a soft touch name and believe in teamwork as their core values.Steps To ease from Work Place Stress among Women Management of Stress is the requirement of the hour. Though hard we try to go ahead of a stress situation, life appears to gripe new behaviour of stressing us out and resulting with nervousness attacks. 18 Furthermore, be it our nervousness, mind-body tiredness or our erring outlooks, we tend to ignore causes of stress and the circumstances generated by those. In such disconcerting instants we often do not echo that stressors, if not avoidable, are reasonably manageable and treatable. 10 Unfortunately, today, they do not get peaceful and soothing situations without requesting.To be stress-free one has to struggle to make such situations. The suggestions range from individually focused actions to broad based organizational polity changes. These include the following * Just smile away and forget everything An employee of HDFC Bank * Talking to family members ,loved ones, Watching TV or listening good music, press release for a walk or long drive An employee of HDFC Bank * Working in environment benefits, lot of optimistic approach. Optimistic approach is lonesome(prenominal) that reduces stress and achieves triumph. AXIS Bank employee. Adjust with others, Find and spend time to go to temple, pray and talk to GOD, Study novels, All are the child of the supreme GOD An employee of AXIS Bank * We should do such actions from which we get pleasure and also make people quick-witted. Share your moments of life with your close friends and relatives. An employee of ICICI Bank. * Provide day care and substitute work preparation as resources for preventing stress. * Provide more job elasticity for women to better manage work home clashes. 22 * Deal with Finances and Treat physically in spa, knead centres in weekends. Get Help by a mate or servant so that time could be spent with family. 22 * Cook if you like it and serve by your hand to family members. 22 * Dropping / Picking up Kids from take aim in your leave days and then go for a minuscule walk. 22 * When stressed at work for deadlines or otherwise, give priority to your me time first and maintaining home comes second. 13,20 CONCLUSION In recent years mass of the women discovered that their stress was essentially due to their idleness and also they were happy with fewer responsibilities.Lack of loving behavior from their colleagues, scolding from boss, more working hours, under utilization of skill sets was reported as cause of stress unendingly by maximum percentage of the women. Higher percentage of the respondent experienced stress always because of lack of their involvement in decision making in their organization that reduced their responsibilities on their shoulder and the participatory moulding followed in their organizational set up enhanced their responsibilities to the point of exhaustion. As women, they need to acknowledge what they have and can do for them to reduce stress.All must remember that old saying, if you dont look after yourself, no one else will look after you. Honour yourself SCOPE FOR forthcoming WORK I know that the current level of research may not reveal the exact parameters of stress regarding the causes and suggestions. Therefore, exhaustive research shall be carried out in future research work in this particular field. REFERENCES 1. Brief, A. P. , Aldage, R. J. (1998). The self in work organizations A conceptual Review. Academic of Management Review, 6, 75-88. 2. C. 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