Deception Point Page 64

â€Å"Holy shit!† The pilot pulled back on the stick, jolting upward. The black mountain of steel rose before them out of the waves without warning. A gargantuan unmarked submarine blew its ballast and rose on a cloud of bubbles. The pilots exchanged uneasy laughs. â€Å"Guess that's them.† As ordered, the transaction proceeded under complete radio silence. The doublewide portal on the peak of the sail opened and a seaman flashed them signals with a strobe light. The chopper then moved over the sub and dropped a three-man rescue harness, essentially three rubberized loops on a retractable cable. Within sixty seconds, the three unknown â€Å"danglers† were swinging beneath the chopper, ascending slowly against the downdraft of the rotors. When the copilot hauled them aboard-two men and a woman-the pilot flashed the sub the â€Å"all clear.† Within seconds, the enormous vessel disappeared beneath the windswept sea, leaving no trace it had ever been there. With the passengers safely aboard, the chopper pilot faced front, dipped the nose of the chopper, and accelerated south to complete his mission. The storm was closing fast, and these three strangers were to be brought safely back to Thule AFB for further jet transport. Where they were headed, the pilot had no idea. All he knew was that his orders had been from high up, and he was transporting very precious cargo. 75 When the Milne storm finally exploded, unleashing its full force on the NASA habisphere, the dome shuddered as if ready to lift off the ice and launch out to sea. The steel stabilizing cables pulled taut against their stakes, vibrating like huge guitar strings and letting out a doleful drone. The generators outside stuttered, causing the lights to flicker, threatening to plunge the huge room into total blackness. NASA administrator Lawrence Ekstrom strode across the interior of the dome. He wished he were getting the hell out of here tonight, but that was not to be. He would remain another day, giving additional on-site press conferences in the morning and overseeing preparations to transport the meteorite back to Washington. He wanted nothing more at the moment than to get some sleep; the day's unexpected problems had taken a lot out of him. Ekstrom's thoughts turned yet again to Wailee Ming, Rachel Sexton, Norah Mangor, Michael Tolland, and Corky Marlinson. Some of the NASA staff had begun noticing the civilians were missing. Relax, Ekstrom told himself. Everything is under control. He breathed deeply, reminding himself that everyone on the planet was excited about NASA and space right now. Extraterrestrial life hadn't been this exciting a topic since the famous â€Å"Roswell incident† back in 1947-the alleged crash of an alien spaceship in Roswell, New Mexico, which was now the shrine to millions of UFO-conspiracy theorists even today. During Ekstrom's years working at the Pentagon, he had learned that the Roswell incident had been nothing more than a military accident during a classified operation called Project Mogul-the flight test of a spy balloon being designed to listen in on Russian atomic tests. A prototype, while being tested, had drifted off course and crashed in the New Mexico desert. Unfortunately, a civilian found the wreckage before the military did. Unsuspecting rancher William Brazel had stumbled across a debris field of radical synthesized neoprene and lightweight metals unlike anything he'd ever seen, and he immediately called in the sheriff. Newspapers carried the story of the bizarre wreckage, and public interest grew fast. Fueled by the military's denial that the wreckage was theirs, reporters launched investigations, and the covert status of Project Mogul came into serious jeopardy. Just as it seemed the sensitive issue of a spy balloon was about to be revealed, something wonderful happened. The media drew an unexpected conclusion. They decided the scraps of futuristic substance could only have come from an extraterrestrial source-creatures more scientifically advanced than humans. The military's denial of the incident obviously had to be one thing only-a cover-up of contact with aliens! Although baffled by this new hypothesis, the air force was not about to look a gift horse in the mouth. They grabbed the alien story and ran with it; the world's suspicion that aliens were visiting New Mexico was far less a threat to national security than that of the Russians catching wind of Project Mogul. To fuel the alien cover story, the intelligence community shrouded the Roswell incident in secrecy and began orchestrating â€Å"security leaks†-quiet murmurings of alien contacts, recovered spaceships, and even a mysterious â€Å"Hangar 18† at Dayton's Wright-Patterson Air Force Base where the government was keeping alien bodies on ice. The world bought the story, and Roswell fever swept the globe. From that moment on, whenever a civilian mistakenly spotted an advanced U.S. military aircraft, the intelligence community simply dusted off the old conspiracy. That's not an aircraft, that's an alien spaceship! Ekstrom was amazed to think this simple deception was still working today. Every time the media reported a sudden flurry of UFO sightings, Ekstrom had to laugh. Chances were some lucky civilian had caught a glimpse of one of the NRO's fifty-seven fast-moving, unmanned reconnaissance aircraft known as Global Hawks-oblong, remote-controlled aircraft that looked like nothing else in the sky. Ekstrom found it pathetic that countless tourists still made pilgrimages to the New Mexico desert to scan the night skies with their video cameras. Occasionally one got lucky and captured â€Å"hard evidence† of a UFO-bright lights flitting around the sky with more maneuverability and speed than any aircraft humans had ever built. What these people failed to realize, of course, was that there existed a twelve-year lag between what the government could build and what the public knew about. These UFO-gazers were simply catching a glimpse of the next generation of U.S. aircraft being developed out at Area 51-many of which were the brainstorms of NASA engineers. Of course, intelligence officials never corrected the misconception; it was obviously preferable that the world read about another UFO sighting than to have people learn the U.S. military's true flight capabilities. But everything has changed now, Ekstrom thought. In a few hours, the extraterrestrial myth would become a confirmed reality, forever. â€Å"Administrator?† A NASA technician hurried across the ice behind him. â€Å"You have an emergency secure call in the PSC.† Ekstrom sighed, turning. What the hell could it be now? He headed for the communications trailer. The technician hurried along beside him. â€Å"The guys manning the radar in the PSC were curious, sir†¦ â€Å" â€Å"Yeah?† Ekstrom's thoughts were still far away. â€Å"The fat-body sub stationed off the coast here? We were wondering why you didn't mention it to us.† Ekstrom glanced up. â€Å"I'm sorry?† â€Å"The submarine, sir? You could have at least told the guys on radar. Additional seaboard security is understandable, but it took our radar team off guard.† Ekstrom stopped short. â€Å"What submarine?† The technician stopped now too, clearly not expecting the administrator's surprise. â€Å"She's not part of our operation?† â€Å"No! Where is it?† The technician swallowed hard. â€Å"About three miles out. We caught her on radar by chance. Only surfaced for a couple minutes. Pretty big blip. Had to be a fat-body. We figured you'd asked the navy to stand watch over this op without telling any of us.† Ekstrom stared. â€Å"I most certainly did not!† Now the technician's voice wavered. â€Å"Well, sir, then I guess I should inform you that a sub just rendezvoused with an aircraft right off the coast here. Looked like a personnel change. Actually, we were all pretty impressed anyone would attempt a wet-dry vertical in this kind of wind.†

Data Mining Essay

What is meant by the term â€Å"lift†? The term â€Å"lift† describes the improved performance of an exact or specific amount of effort on a modeled sampling, as opposed to a random sampling (Spang, 2010). In other words, if you are able to market via a model to say, a given number of random customers (e.g. 1000), and we expect that 50 of them would be successful, then a model that can generate 75 successes would have a 50 percent lift. â€Å"Lift† is possibly the most commonly metric used to measure targeting model performance in marketing applications – the purpose of which, is to identify a subgroup or target from a larger population (Coppock, 2002 and Spang, 2010). The subgroup targeted or target members selected are those who are most likely to respond positively to a marketing offer. As such, the model is doing well if as predicted – the response within the targeted section is much better than average when compared to the population as a whole. Lift then, is simply the ratio of these values: target response divided by average response (Coppock, 2002). â€Å"Lift Charts† and â€Å"Lift Curves† are terms often seen in direct marketing. To quickly define them here – a lift curve is a popular technique which assigns a â€Å"probability of responding† score when used in an attempt to determine who the likely responders from a population are. â€Å"The lift curve helps us determine how effectively we can â€Å"skim the cream† by selecting a relatively small number of cases and getting a relatively large portion of the responders† (Keating, 2013). A lift chart or a â€Å"Gains Chart† is a convenient summary of all the cumulative lift curves whereby all the information in these multiple classification matrices are turned into a graph (Keating, 2013 and Coppock, 2002). What is Customer Relationship Management (CRM)? â€Å"There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.† – Sam Walton (Founder of Wal-Mart) Customer Relationship Management or CRM is a â€Å"company-wide business strategy† which is generally designed with the intent to â€Å"reduce costs and increase profitability by solidifying customer satisfaction, loyalty and advocacy† (CRM Magazine, 2010). While once, it was regarded of as a type of software, today, CRM has evolved into a â€Å"customer-centric philosophy that must permeate an entire organization† (CRM Magazine, 2010).   In other words, it is not a new concept but as the quote above by Sam Walton suggests – an extremely important one that can and should be instinctively employed to all businesses to ensure returning and new clientele. We may perhaps think of CRM in its most basic, common and best known form as â€Å"customer services† or simply, methodology employed to create happy customers. A true and effective CRM program revolves around three key elements – people, processes and technology (CRM Magazine, 2010). Targets within these elements that should be especially considered are individual applications, a data infrastructure to support them, and organizational changes to take full advantage of the technical upgrades (Goodhue et. al., 2002). Moreover, the CRM program should be bringing in information from all relevant data sources both within, and outside the organization when applicable. In doing so, a company is able to gain a â€Å"holistic view of each customer in real time† (CRM Magazine, 2010), thus allowing staff dealing directly with customers, for example, in the realms of customer support, sales and marketing – the ability to make informed yet quick decisions on everything from cross-selling and upselling to target marketing strategies and competitive positioning tactics (Info Entrepreneurs, 2013 and CRM Magazine, 2010). A working example of how CRM could be achieved may be through: discovering the purchasing habits, opinions, needs and preferences of one’s customers; then profiling the individuals and groups researched so marketing can be executed more effectively, thus increasing sales. Finally, by combining this information found with good customer services and satisfaction – customer relationships which are the heart of business success, can be appropriately and effectively fostered, then maintained and ultimately managed for efficiency and profitability. While there are many technical and technological components to CRM, thinking about CRM as primarily a strategy to learn about the needs and behaviors of customers in an effort to create, develop and strengthen relationships with them may prove to be more helpful overall and in the long term. Additionally, it should be thought of as a process bringing together information concerning customers, sales, marketing effectiveness, responsiveness and marketing trends (Goodhue et. al., 2002 and Writing, 2013). Finally, for CRM to be truly effective, everyone in the organization from the CEO to the frontline staff and those behind the scenes need to get on board, involved and invested in the company`s program (Info Entrepreneurs, 2013; CRM Magazine, 2010; Writing, 2013 and Goodhue et. al., 2002). What are its benefits? Provide examples of potential benefits. To reiterate the above – benefiting from CRM is â€Å"not just a question of buying the right software. You must also adapt your business to the needs of your customers† (Info Entrepreneurs, 2013).   Having said that, after investing the time and expense in implementing a good CRM solution, there are many potential benefits, some being extremely significant and having a major impact on the establishment in question: −Development of better relationship with existing customers due to understanding and therefore addressing their specific requirements. −Increased sales and revenue through better timing gained via anticipating the customers’ needs based on historic trends. −Cross-selling of other products by leveraging the customer relationship. −Ability to identify the most profitable clientele. −Improved profitability through focusing on most profitable clients while dealing with less profitable clients in a more cost effective manner. −Better overall marketing of products or services. −More effective target marketing communications aimed specifically at customer needs. −An improved, more personal approach which can help win additional business in the future. −The development of new and / or improved products and services through better client feedback, complaints, comments and suggestions. −Reducing cost of sales and cost of new customer acquisition and generation by concentrating on customer retention, thus improving organization reputation and word-of-mouth recommendations. (Writing, 2013; Info Entrepreneurs, 2013 and Goodhue et. al., 2002). With respect to CRM systems, what does it mean if the system is â€Å"scalable†? A â€Å"scalable† system according to the Business Dictionary, is one whose â€Å"size, performance or number of users can be increased on demand without a penalty in cost or functionality†.   A secondary definition details that such a system is well designed enough to handle â€Å"proportionally very small to very large usage and service levels almost instantly, and with no significant drop in cost effectiveness, functionality, performance or reliability.† It goes on to add that scalable systems may generally utilize technologies such as automatic load balancing, clustering and parallel processing as a means to achieve the points listed above (Business Dictionary, 2013). With respect to CRM systems (and even data mining systems), both definitions apply with equal precision and aptness to scalability because scalability deals with not only the increasing size of data sets, but also how to process them within a useful timeframe. We can go so far as to concur that the issue of scalability in systems such as CRM are similar for performance scaling issues for Data Management in general (Piatetsky-Shapiro and Parker via Massa-Lochridge et. al., 2013). Ultimately, the scalable system is in the business of efficiency of analysis – and being able to do so with very large data sets (Olson and Shi, 2005). A system which is scalable is one which can aid in overall performance in the organization. In fact, scaling and performance are often considered together in both data mining and CRM systems (Massa-Lochridge et. al., 2013). To further emphasize and prove these points, we can look towards real life examples such as the Onyx checklist for scalability which sets the criteria as a customer management system deployed across the company that is able to support staff without any degradation in performance. Furthermore, the system must also be able to support thousands of users with sub-second response times. For it to be truly scalable, it needs to be a flexible CRM solution – preferably one which adheres to an industry standard architecture which can leverage existing infrastructure. This, coupled with efficiency and easiness of upgrading, will help to keep the total cost of ownership low now, and into the future (Onyx, 2013). Compare and contrast affinity positioning and cross-selling (minimum 500 words). Provide real life examples and personal experiences to substantiate this analysis. Affinity positioning is a marketing tactic that is defined exactly as its component words suggest – the practice of positioning or placing products that have a natural or inherent attraction or connection with each other, together. For example, a retail store may arrange their shop layout in such a way that there is a deliberate, close placement of complementary products on the shelves (Olson and Shi, 2005). Consider also, this potential real life situation where a retailer may have identified through perhaps, a Market Basket Analysis that customers who tend to buy cold medicine also have been observed to purchase tissues. Similarly, the buying of coffee makers may be strongly correlated with the purchase of ground coffee. It therefore makes sense from a marketing and profitability perspective to place both these items in each set, in close proximity to each other. Cross-selling is a related and resulting concept. Where there is knowledge of products that go together, one is able to use this information to create cross-selling opportunities through marketing the complementary product (Olson and Shi, 2005; Microstrategy, 2013; and Tsai, 2010). Apart from positioning products on shelves like a grocery store might do, retail stores for example, can be seen to rely upon advertising to create this connection within the purchaser`s mind.   A buyer of suits for instance, may notice the sale of shirts and ties from posters and advertising stands on shop windows and outside the door, respectively. In terms of technology, we may observe computer stores selling laptops while encouraging customers to purchase accessories or peripherals like casings, screen protectors and external hard drives concurrently. While both strategies have always been applied by the clever retailer, today data collection (e.g. generated from cash register data) and automated data mining tools provide them with a yet unmatched ability to even identify the less expected and less obvious product affinities and cross-selling possibilities. Sellers are now able to use current technology to look at customers’ purchase history and target marketing operations specifically to their individual and group needs and wants (Olson and Shi, 2005). A Customer Cross-Cell Analysis can be employed to identify customers who might be interested in purchasing complementary products and services to those which have already been bought previously (MicroStrategy, 2013). Indeed, sales and marketing managers have long relied on the cross-sell analysis to create more efficient marketing projects, thereby producing increased revenue with less resources through focused efforts. A customer cross-sell analysis typically begins with using data mining techniques and tools to determine which product pairs (product affinity) are frequently purchased by a significant number of customers. From here, an organization can then identify which customers bought one but not both products or services. By executing this second stage, we can now know who these customers are and hence target them specifically – thereby reducing total advertising campaign costs, increasing response rates and finally and most importantly, create increased sales (MicroStrategy, 2013; Olson and Shi, 2005; and Tsai, 2010). One point worth mentioning, is a separate but related concept to both affinity positioning and cross-selling, which is upselling (also often referred to as up-selling or up selling). This involves searching for opportunities to sell an improved, higher grade or generally more expensive â€Å"latest† product to the consumer. Going back to the example of the computer store, a staff member who tries to upsell to a new or returning customer may sing the praises of another, higher-end model of laptop which may have more features the client may find useful, thus hoping to create a more profitable sale. In my own, personal experience in a hospital setting – affinity positioning is seen for example, in the maternity ward where â€Å"New Mother† and â€Å"Baby Care Training† hospital sponsored classes or their adverts are held or displayed in an area close by, thus encouraging expecting women to come back to the hospital after delivery to take advantage of this value added service. In doing so, the hospital then creates a cross-selling opportunity by ensuring additional services such as pediatrician care for babies or postpartum care for mothers are clearly advertised via a targeted campaign. Finally, upselling is also seen in this ward via examples such as when staff offer mothers increased comfort and privacy with the option of upgrading shared rooms to private ones. Identify and discuss some potential ethical mishandling when it comes to cross-selling. Some of the more commonly known ethical issues to watch for in cross-selling, as well as in general marketing include but are not limited to: −Intentionally trying to sell sub-par goods or services to the client in a bid to create a sale, when aware of the quality deficiency. −Related to the above, is the deliberate misrepresentation of goods or services, in both cross-selling and otherwise. −Incessantly contacting existing or potential clients without consent in order to cross-sell products or services. −The refusal to respond to, acknowledge or correct customer complaints after a sale has taken place – be it cross-selling or initial sales. −An unclear privacy policy which may involve personal details being distributed or sold. −An unclear after sales policy which may involve the placement of deliberate loopholes for the sellers to have an advantage. Again, this point can be attributed to both regular sales and cross-selling issues. With regards to issues more specific to cross-selling, research has revealed that certain service sectors may be affected by ethical mishandlings and / or concerns more than others. In particular, it is revealed that situations regarding cross selling in hospitals; situations to do with plastic surgery; and cross-selling targeted towards the elderly, have all been widely discussed in recent years and may be cause for action. With respect to cross-selling in hospitals, an example which can be seen is that ethical issues often arise when medicine, equipment or medical product reps all too easily ignore or forget that they are supposed to have the hospital’s, doctor’s, medical staff’s and patient’s needs at heart – attempting to create sales based on the pharmaceutical companies’ incentives and profit margins instead. When this happens: It ignores the necessity of consultative selling, which involves proper questioning techniques. It fails to connect the customer on a value level. In essence, it’s not selling at all; it’s simply peddling! (Francis, 2008). The literature available also suggests that there have been events with respect to aesthetic plastic surgery which again raise the question of ethics mishandling and cross-selling. Concerns here include examples such as cross-selling and â€Å"bundling† cosmetic surgery and procedures as attractive package deals – whether they be necessary or not (Fatah, 2011), or the rise of incidences such as patients having undergone breast implant removals or replacements being â€Å"bullied† or pressured into buying additional surgery such as nipple lifts (mastopexy). In addition, these cross-selling strategies may be coupled with other marketing tactics such as time-limited offers from their clinics, resulting in anxiety and customers feeling the need to respond instead of taking time out to heal after surgery (BAAPS, 2012). Finally, in terms of targeting the elderly for cross-selling certain products and services which may be deemed unethical – one may wish to consider the â€Å"unethical and dishonest conduct† of promoting and selling expensive annuities to elderly customers, the market targeting done here because the elderly may be seen as â€Å"easy targets† (Litterick, 2005). There have been cases of banks which have been accused employing cross-selling practices such as referring existing, elderly customers who come in for separate bank services, to stockbrokers who in turn sold them variable annuities that are often considered unsuitable for older people because they can be â€Å"expensive and do not pay out quickly† (Litterick, 2005). This was often found to be due to the fact that service staff were receiving incentives for doing so. In response to such cases, Banner (2011), maintains that: â€Å"Improper cross-selling – cross-selling of products to earn a fee or a commission that does not truly benefit the client’s quality of life on a long-term basis – is wrong, unethical and immoral† (Banner, 2011). He does go on to ascertain however, that the cross-selling of a product or service which truly is suitable to them – meaning to say it can benefit and / or protect the client appropriately, is well worth considering (Banner, 2011). As a final note on the ethics of cross-selling, to avoid ethical dilemmas and mishandling, it is prudent to keep in mind often that the key to effective cross-selling can be boiled down to mutual benefit on the parts of both the selling and buying parties, and suitability, suitability, suitability! (Banner, 2011; Francis, 2008 and NRMLA, 2008). References BAAPS – The British Association of Aesthetic Plastic Surgeons (2012, February 10). Cross-selling to breast implant scandal victims ‘immoral’. The British Association of Aesthetic Plastic Surgeons. Retrieved February 26, 2013, from http://www.baaps.org.uk/about-us/press-releases/1136-cross-selling-to-breast-implant-scandal-victimes-immoral Banner, M. (2011, May). Originating: Living at Home Brings Peace of Mind. The Reverse Review. Retrieved from http://www.reversereview.com/magazine/3862-living-at-home-brings-peace-of-mind.html Business Dictionary (2013). What is scalable? Definition and meaning. In BusinessDictionary.com – Online Business Dictionary. Retrieved February 25, 2013, from http://www.businessdictionary.com/definition/scalable.html Coppock, D. S. (2002, June 21). Why Lift? Information Management. Retrieved February 24, 2013, from http://www.information-management.com/news/5329-1.html CRM Magazine (2010, February 19). What Is CRM? – CRM Mag azine. destinationCRM.com – The leading resource for Customer Relationship Management – from the editors of CRM magazine. Retrieved February 24, 2013, from http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx Fatah, F. (2011, May 5). BBC News – ‘A little lipo with your facial, madam?’. BBC – Homepage. Retrieved February 26, 2013, from http://www.bbc.co.uk/news/health-13228094 Francis, P. T. (2008). Cross-Selling Your Hospital’s Capabilities. Clinical Laboratory Sales Training with Peter Francis. Retrieved February 26, 2013, from http://www.clinlabsales.com/pdf/Cross-Selling-092508.pdf Goodhue, D. L., Wixom, B. H., & Watson, H. J. (2002). Realizing Business Benefits through CRM: Hitting the Target in the Right Way. MIS Quarterly Executive, 1(2), 79

Market Research on Luxury Watches Essay

Market Trend There was a slow-down in the growth in sales of premium and luxury watches in India in 2008-’09. It prompted the market leader Titan industries to enter the economy market. Following the footsteps, luxury watch brands like Tag Heuer and Rolex introduced low-price models. But in recent years, mobile phones may also have dampened growth in the penetration of watches in India, as they provide a time read-out as well as alarm and other time-related functions. Watch industry experts believe that their product’s original function is increasingly losing importance, and that wristwatches are now being bought as fashion accessories. Owning more than one watch is like owning different pieces of jewellery. Competitive landscape The economy watch demand is being met for the most part by the unorganised sector and by direct imports. The premium segment is increasingly being peppered by fashion brands such as Esprit, Swatch, Fossil and Tommy Hilfiger. There has also been strong value growth for these brands, with growing demand from middle- and upper-income groups in urban India. Titan, HMT and Maxima are the leading Indian players and Timex, Casio and Swatch are now the strong multinational players in the market. More multinationals are entering the retail market, but no new domestic companies have done so, and the multinationals’ share of value sales has increased over the review period. Premium Brand & Product Perception With the watches market in India now becoming fashion and style driven, especially at the premium end, companies now launch models and designs every six months. International brands such as Fossil launch spring/summer and winter ranges. Titan, on the other hand, times its launches to fit in with the Indian festive season – Deepavali and weddings. Companies like Casio and Swatch and luxury brands like Rolex are exploring a niche market for chronographs, but this is currently negligible. Companies also need to respond to product innovations. The Citizen eco-friendly watch has been well received in India and is reportedly selling well in its price bracket, eliminating the trouble of replacing batteries and encouraging the use of multiple watches. Apparel brands such as Esprit, Tommy Hilfiger, Benetton and Levi’s have all gained familiarity among India’s urban youth, who may become more willing to try these brands’ premium watches. Affluent, urban Indians may feel more comfortable about buying premium watches, while continuing to regard luxury watches as examples of overindulgent or insensitive spending. ‘New’ Rich India : The ‘New’ rich India is now indulging into the experience of owning Luxury Brands. India’s rapidly growing high-end retail market is expected to increase from the around $3. 5 billion in 2008 to $30 billion by 2015. Luxury clothing, fragrances, premium wine, high-end watches have achieved good penetration among male Indian consumers. Among women, jewellery and cosmetics can already boast high levels of awareness, followed by categories such as handbags and mobile phones. These items, while not necessarily being better (in quality, performance, or appearance) than their less expensive substitutes, are purchased with the main purpose of displaying wealth or income or status symbol of their owners. There is a distinct shift from ‘Old luxury’ to ‘New luxury’. Old luxury is defined by the attributes, qualities and features of the product, whilst ‘New luxury’ is defined by the consumer’s point of focus on the experience that their purchase stimulates and not in ownership or possession of the product itself. † The customers Redefined luxury as they believe it to be a sign of self worth – â€Å"They are worth it;† it authenticates the buyer’s success and status; it is a signal to others that the owner is a member of an exclusive group; They require flawless performance in this application, the cost of product malfunction is too high to buy anything but the best. Motivation of Study: The matter of wearing and enjoying fine timepieces is a passion that these days must be justified. We like nice expensive watches even though cheap watches exist to do the same thing. Hence like any other luxury good , today modern shoppers buy luxury goods to reward themselves, to satisfy psychological needs or to make themselves feel good to show off their personality or to boost their self-esteem. Contribution of the research: This study aims to understand the above said consumer buying behaviour which will help the present marketing Managers to better reposition their branding and advertising strategy to capture the correct target market for luxury products to boost the sales in times where economy are at a challenge. Literature Review: Research Objective: This study intends to find out if consumer buying behaviour of young purchasers are influenced by factors such as premium price of luxury watches, perceived quality of luxury watches, societal status and brand loyalty associated with the consumption of luxury brand. This study also intends to evaluate whether perceived qualities of the luxury branded watch have influence on the buying decision of consumer. It is also intended to determine whether the high quality standards of luxury watches are the reasoning consumers opt for the luxury watches. Affiliations of social status of acquiring certain luxury branded goods will also be studied to understand whether consumer buying luxury branded goods just for the matter of being affiliate with certain quarters of people having the same luxury brand of goods. This study also will also evaluate whether brand loyalty of luxury brand will influence the buying decision of consumer. This study also aims to uncover whether a person who has been abroad is a reason for the consumer purchasing a luxury watch Research Question: The purpose of this study is to evaluate what motivational factors encourage consumers into purchasing luxury brand watches . In evaluating this statement , this study aims to answer the following questions : †¢ †¢ †¢ †¢ †¢ †¢ Is it the price or the type of users of the brand that drives the buying behaviour of the consumer for luxury branded goods? Is it the strong emotion of discriminating themselves with the lower class consumers that drives higher class consumers to turn to luxury brands? Is it the tag name of a mega brand that drives the long term demand for that luxury brand? Is gender a deterministic factor in deciding the purchase of a luxury brand? If yes then what factors are important gender wise ? Is it the product utility or the brand perception that is key for luxury watch brands? Will a person’s visit abroad influence his decision to purchase a luxury watch? Previous Research contribution : Findings of overall previous research indicate that individual’s preferences plays a key role in purchasing luxury goods. Individual’s preferences may be based on desire and non-desires, which are based on experience in purchasing luxury items from their satisfaction, or nondesire such as bias towards brand products. Leibenstein (1950, p. 188) classified demand of goods and services consumption in relevant to motivation into two main aspects: functional and non-functional. Functional demand is â€Å"demand for a commodity which is due to the qualities inherent in the commodity itself†. On the contrary, demand of goods consumption that comes from other factors, which is not the product quality, is defined non-functional demand. The outcome from Leibenstein’s (1950) study especially stresses the role of interpersonal effects towards luxury brands consumption, and derived three main effects; Veblen, Snob, and Bandwagon INTERPERSONAL EFFECTS Perceived Conspicuous Value Perceived unique Value Perceived Social Value Ostentation Non-Conformity Conformity VEBLENIAN SNOB BANDWAGON Interpersonal effects (Vigenron & Johnson) (1999 p. 7) Veblen Effect: The Veblen effect can be explained through conspicuous consumption in which people feel that it is necessary to purchase luxury products because they have a high price tag (Leibenstein, 1950). Conspicuous consumption is use by people to show wealth, power and status (Veblen, 1899). Prices of product have a significant aspect in consumers’ opinion of quality (Vigneron & Johnson, 1999). Studies by Erickson & Johansson (1995) have shown that price is used to judge quality of luxury products between a range of brands. Usually people would associate high prices with better quality. Additionally, those who do associate high prices with better quality would also suggest that high prices show a considerable amount of prestige (Lichtenstein et al. , 1993). Snob Effect: The snob effect takes into account personal and emotional desires (personal effects), and the influence of other people’s behaviour (interpersonal effects) towards the purchasing of luxury brand products (see Figure 1). The snob effect can be further explained through two circumstances. Firstly, the launch on new products which creates exclusivity in which the snob would purchase the product immediately because a minor amount of consumers at that particular time would have acquired it. Snob consumers only purchase â€Å"limited items that have a high value, whereas those readily available are less desirable. Rare items demand respect and prestige† (Solomon, 1994,p. 570). Products that are viewed as unique, popular, and expensive causes a higher demand for consumers (Verhallen & Robben, 1994), especially snob consumers. Snyder and Fromkin (1977) support the statement by Verhallen and Robben (1994) suggesting that people have the desire to be unique. India:The Affluent Masses: Luxury volumes have been spurred by a significant growth in the rich in recent past. The new rich come in varied shapes, sizes and style quotients. Exporters, multinational bankers, college kids earning plum salaries at call centers or BPO operations, well-heeled corporate wives, and successful entrepreneurs. What they have in common is that they have very high purchasing power Bandwagon Effect : The bandwagon effect represents consumers who purchase luxury products because they wish to fit in with a particular group. For example, people would consume products that are fashionable and stylish to associate themselves to similar people (Berry, 1994). Dubois & Duquesne (1993) explains that the snob and bandwagon effect are not alike. Although the similarity between the bandwagon and the snob effect is that people wish to enhance their self-concepts, the differentiation is that they purchase luxury items for different reasons. Bandwagon consumers purchase items to be fit in with others, whereas snob consumers purchase items to be unique and stand out. Individuals who fit in with groups that purchase luxury brand products and/ or wish to differentiate themselves from people who do not purchase luxury brands are influenced by the bandwagon effect (Vigneron & Johnson,1999) Luxury is reward :First time/New Purchasers :They use luxury goods as a status symbol to say â€Å"I’ve made it! †. They are motivated by their desire to be successful and demonstrate this to others. Luxury brands that have widespread recognition are popular; however they don’t wish to appear lavish or hedonistic in their appearance. They want to purchase â€Å"smart† luxury that exhibit importance while not leaving them open to criticism. Personal Effects : Consuming luxury products can also be from personal desires and taste. PERSONAL EFFECTS Perceived Emotional Value Perceived Quality Value Self-Actualization Reassurance HEDONIST PERFECTIONIST Personal effects (Vigenron & Johnson) (1999 p. 8) Hedonic Effect The hedonic effect occurs when consumers purchase luxury products and value the item. People who purchase items for self-fulfillment (e. g.inner direct consumers, Riesman, et al. , 1950, or role relaxed consumers, Kahle, 1995), and those who are not affected by interpersonal influences (e. g. conforming to group norms,Bearden, et al. , 1989) represent the hedonic effect. Dichter (1960) explains that motivation of noncognitive and unconscious is able to persuade consumer preference of products. Products that are consumed are known to have an emotional value that is added to their character (Vigneron & Johnson, 1999). When consumers purchase luxury products they expect that the item will offer benefits such as exclusiveness. Dubois & Laurent, (1994) stated that if products create an emotional value for consumers, it represents that the product is beneficial and holds an important characteristic. Perfectionist Effect The perfectionist effect exists when consumers purchase luxury items and expects superior products and performance as well as quality (Vigneron & Johnson,1999). People who represent the perfectionist effect are those who are associated to personal values and judge a product according to their value of a luxury band product. An example of the perfectionist effect is when consumers are purchasing a luxury watch they expect it to be accurate. According to Groth and McDaniel, (1993, p. 10) stated that â€Å"high prices may even make certain products or service more desirable†, because people view products with high prices with great quality (Rao & Monroe, 1989). Additionally, consumers may assess the level of how luxury a product is by its quality (Vigneron and Johnson, 1999). Methodology Research Method: Quantitative data consists of closed end information that includes numerical figures. The study has collected quantitative data by applying closed-end questions towards a questionnaire. Focus Group Discussion to understand attributes both physical and emotional that influence the purchase of a luxury watch. The group comprised of 7 individuals , 3 female and 4 male participants who have been users of luxury watches. Data Collection: Primary Data collection: Gathering information from consumers of luxury watches through online questionnaire survey Secondary Data Collection: Research insights and hypothesis design with the help of previously published research work on luxury goods buying behaviour. Sampling: Non-probability sampling method is adopted. Since the target audience or respondents of interest are consumers of premium or luxury watches, the sampling method adopted here is convenience sampling and snow-ball sampling. Measurement & Scaling: Measurement Techniques used ? Perception map : ? Utility of features in the watch : Chronograph, Double dial, Indicator light etc. ? Stylish Designs that make the watch a fashion statement Respondents were asked to rate the 10 different brands in order to obtain their perception of these brands on the above defined dimensions Based on two predefined dimensions i. e ? ? ? Exploratory Factor Analysis : To understand the underlying factors influencing the purchase behaviour of luxury watch for men & women and overall Regression: To understand which interpersonal & personal effect is critical when consumers make a luxury watch purchase decision Discriminant Analysis: To understand the group behaviours based on the following discriminating variable ? Gender ? Trip abroad ? Work Experience:Purchasing power ? AMOS : Confirmatory Factor analysis to ascertain the Exploratory Factor Analysis RESULT AND ANALYSIS 1. Discriminant Analysis: Work-Ex & Fresher Inference: Wilk’s lambda (0.627) is more than 0. 4 which is not significant; Box M test is also insignificant However based on analysis top 5 attributes discriminating work ex & fresher are Attributes Q5_7_attribute_analog Q5_2_attribute_alarm Q5_12_attribute_torch Q5_9__attribute_calculator Q4_8_attribute_celebrity_endorsement Variable weight of discriminating function -. 366 . 361 . 331 . 271 . 262 2. Discriminant Analysis: Gender Inference: Wilk’s lambda (0. 578) is more than 0. 4 which is not significant; based on analysis top 5 attributes discriminating males & females Attributes Variable weight of discriminating function. Q4_3_attrifashion_statement Q5_3_attribute_dualclock Q5_13_attribute_barometer Q5_8_attribute_motionsensor Q9_2_buy_in_store .329 -. 285 -. 269 -. 259 -. 255 3. Discriminant Analysis: Abroad Visit Inference: Wilk’s lambda (0. 573) is more than 0. 4 which is not significant; however based on analysis top 5 attributes discriminating foreign visited and not visited people Attributes Q5_9__attribute_calculator Q5_6_attribute_color Q5_16_attribute_warranty Q5_11_attribute_straptype Q4_9_attribute_brand_image Variable weight of discriminating function . 228 . 225 . 221 -. 207 -. 205 3) Exploratory Factor Analysis-(Male & Female) Research Question:- Is gender a deterministic factor in deciding the purchase of the luxury watch. If yes what factors are important gender wise? Hypothesis:- Women while making luxury goods purchase give more importance to emotional factors whereas Men go for Physical Utility features Factor analysis for male respndents(58 males) Results:? ? ? ? ? ? ? ? Fac1(Ostentation): o o o o o o o o ? ? ? ? ? ? Sth to remmeber, hand gesture, to be unique Fac2(value added feature) Calculator,digital,compass. Fac3(Generic requirements) Shape, water resistance Fac4(Economic requirements) Discounts Fac 5(Tech savvy) Compass, Motion sensor Fac 6(basic) Analog,water resistance Fac 7(Wrist suitability) Strap type Fac 8(extra feautres):Date and day display, brand image Exploratory factor analysis female Respondents (23 females):Fac1(Economical): o o o o o o Warranty, after sales, analog, emotional satisfaction Fac2(Style) Social status, to be unique, fashion statement Fac3(Special requirements) Alarm,altimeter, digital,dual clock Fac4(value added feature) Calculator,compass,barometer, torch Fac 5(Tech savvy) Hand gesture,discount Fac 6(Exclusivity) Motion sensor,alarm,brand image Result Analysis:? Men:o Attach importance to Ostentaion, value added feaures and style(veblenian effect and perfectionist effect are dominating) ? Women:o Style, Economic attributes an generic requirements ( Hedonist and snob effects dominate 4. Checking the Interpersonal and personal effects shown by males and female while purchase of luxury watch in Store Research Question:o Is it the price or the type of users of the brand that drives the buying behaviour of the consumer for luxury branded goods? o Is it the strong emotion of discriminating themselves with the lower class consumers that drives higher class consumers to turn to luxury brands? o Is it the product utility or the brand perception that is key for luxury watch brands? Hypothesis:-Luxury watch purchase is primarily to show off and as an indicator of status symbol: veneblian effect. Users also buy luxury watches due to perceived emotional value or for hedonist reasons Veneblian Effect:- Snob Effect Bandwagon Effect Hedonistic effect Type of effect Veneblian snob Bandwagon Hedonistic Coefficient 0. 517 0. 499 0. 274 0. 305. Inference:- As we can clearly observe from the above table that the veneblian effect is very prominent in all cases of interpersonal or personal effects. That means People tend to buy Luxury watches to show off of their Public and Social Status. Snob and Bandwagon effect follows Veneblian effect. 5. Regression Analysis to check whether long term demand for luxury watches is driven by brand image Research Question : Is it the brand image that drives the long term demand for that luxury brand? Hypothesis : Brand Image for lucury brands is responsible for the long term demand of these watches. Inference : Regression is insignificant with respect to the variables that drive brand image. Even the R^square value is 0. 071. Hence we can infer that brand image is not a good factor to explain the long term demand for luxury watches. 6. AMOS The default model is created based on exploratory factor analysis and taking research literature into account. Model Fit Summary Check: Cmin/DF 2-5 OK GFI > 0. 9 Not OK PGFI>0. 5 OK NFI,TLI,CFI>0. 9 Not OK RMSEA max 0. 1 Not OK Model is comparatively fit as such But Goodness of fit index is not holding well. Validity & Construct Reliability S No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Attributes Q4_1_attribute_social_status Q4_3_attribute_fashion_statement Q4_2_attribute_to_be_unique Q4_6_attribute_emotional_satisfaction Q4_9_attribute_brand_image Q5_9__attribute_calculator Q5_10_attribute_compass Q5_12_attribute_torch Q5_13_attribute_barometer Q5_3_attribute_dualclock Q5_4_attribute_altimeter Q5_2_attribute_alarm Q5_5_attribute_digital Q5_7_attribute_analog Q5_8_attribute_motionsensor Q5_16_attribute_warranty Q4_10_attribute_secon_time_brandpurchase Q4_4_attribute_premiumwatch_collection Q4_8_attribute_celebrity_endorsements. Constructs Error e1 e2 Delta 1. 028 1. 079 0. 608 0. 635 1. 282 1. 323 1. 687 1. 473 1. 793 1. 816 1. 032 2. 133 1. 407 1. 074 2. 078 0. 179 1. 402 1. 367 2. 019 Lambda 1 0. 67 0. 922 0. 884 0. 997 1 0. 912 0. 971 0. 774 1 1. 135 1. 005 1. 258 1 0. 876 0. 84 0. 403 1. 231 1 AVE CR Exclusivity e3 e4 e5 e6 e7 0. 81 0. 81 Tech_Savvy e8 e9 e14 0. 84 0. 68 Value_Added _Feature e15 e16 e17 e21 1. 22 0. 75 Reliability e22 e23 e26 0. 82 0. 69 Brand_Perce ption.

The European Union Mechanism Essay Example | Topics and Well Written Essays - 3000 words

The European Union Mechanism - Essay Example The policies developed at the European Union are developed by a complex structure incorporated in the European Union mechanism. Among the main goals and objectives of the European Union when it was first instituted was focused on economic stability and growth. In summary, the European Union’s concept was founded on three crucial economic theories. The three economic theories are; the free market, comparative advantage and economies of scale. Although the European Union is attributed to many economical responsibilities within its member states, it has also faced numerous social and economic challenges that continue to emerge from the member states. For instance, the high rate of unemployment in some of its member states has raised eyebrows on the equal and genuine contribution of the European Union among the numerous member states. Although the businesses in the European Union member states have been recording high profit margins, the same cannot be said of the GDP whose growth has been slow. Federalism approach   In order to comprehend and understand as why dialogue among the European Union member states sensitive policies is not taking place, one has to check at the various phases of the European Union integration operation. ...The federalist approach is regarded as the strategy of achieving a common purpose. The current European federalism idea traces its roots to the unclear vision of a United Europe. This ambiguity vision had two perspectives. In the first perspective integration was regarded as a federal project as well as an institution that responded to particular issues that faced Europe in its post-war period. The second perspective was comprised of European integration that comprised of a combination of federal elements that lowered and confederal elements that solidifies the national sovereignty. In Europe, the federal project is undermined by the emphasis on institutional establishment as well as the neglect to participate in active and cre ative support of the citizens in the European Union. The recent constitutional of European Union in 2005, the divisions that sit deep in the Union and the multilevel governance theories are regarded as signs of federalism. Proponents of the treaty advocated for the European Federation while opponents of the treaty were rooted to the idea of confederation of Europe that is established member states that are sovereign. The shift from treaty federalism to constitution federalism according to Ward is bound to give rise to resistance and heated debate over the precise intension and objective of European integration. After a downfall of constitutional treaty, the Lisbon treaty was negotiated which reflected the older model version of treaty federalism.

Health Care Managmeant Assignment Example | Topics and Well Written Essays - 500 words

Health Care Managmeant - Assignment Example Most often, the change starts small to include daily tasks of the employees in a shorter span of time. Large scale on the other hand, embraces to change the entire culture of the organization with a longer duration. For changes to occur in a small scale organization, the behavior of the employees has to be positively influenced. Observation has it that employees tend to comply readily if they know that a reward is at stake as an incentive of their performance. While implementing change without something to compensate the employees’ effort will take time or even resisted. This observation is supported with Vrooms expectancy theory where it states that motivation depends on certain variables (Miner, 2007). One is valence which simply means reward. Employees are expected to work hard if they know the valence available is of their interest. For instance, promotion as a valence is something vital for employees so the tendency is for them to positively accept change whether the chan ge would include additional responsibilities or trainings. Such behavior may result to another variable that is expectancy believed to be the effort that results in the attainment of the desired performance.

Identify the impact of media communication (positive and negative) in Assignment - 1

Identify the impact of media communication (positive and negative) in a crisis situation - Assignment Example nication sty is necessary to be able to insure the continuity of the business since regardless of the vision and mission of an organization, the stakeholders are needed to be given reassurance regarding the business success (Notes in PPT). During a crisis, the organization should have a fast and efficient method of communication to be able to prevent situations created by the mass’s thirst for information (Notes in PPT). There are 5 important points in the crisis communication management in an organization. First is the identification of the organization’s key spokespersons that can represent the company in times of crisis and be believable to carry the right information. Second is the training of the leaders and key spokesperson in facing the media. Third is having a established crisis communication team that is ready at all times with the capability to connect to trusted media authorities to be able to maintain a positive reputation of the organization. The same group is also responsible in communicating with the proper authorities for a particular crisis such as the police or the fire services in terms of emergencies. It is important for the communication group within a company to have a positive rela tionship with the media or else there would be a contest with regards to the crisis that occurred which can destroy the business (Cornelissen, 2014, p.210). One example of the use of media to handle the crisis is how Mattel faced the August to October 2007 lead paint issue on toys that the company is producing. Due to a presence of an established communication plan which focused on the preparedness of the company in such events and the openness of Mattel in giving out updates regarding the situation survived the company without risking relationship to its consumers, stakeholders and the media (Cornelissen, 2014,

Business Ethics and Issues of Employment Case Study

Business Ethics and Issues of Employment - Case Study Example Ethical relativism designates the universal values that apply to everyone in every business across the world. Sometimes, that extent can be reduced to cultural relativism that seeks to cover the accepted values in a narrower scope, say, a company or a country in regards to the existing culture or traditions. Proponents of Ethical (cultural) relativism assert it demonstrates empirical evidence. Conversely, arguments against ethical relativism claim that it is difficult to find values and norms that govern all businesses universally. Truth-telling refers to honest communication and poses the question as to whether anyone can defend their reason when not telling the truth in business. Advocates of truth-telling argue that all societies depend on reciprocal bonds of truthfulness to enforce their sustained relationships. Those against the being honest claim that it is common practice, and everyone should be aware of the game. They give examples such as the inflating claims used by advertising companies or contracts that have concealed fine print provided by employers and suppliers. For 35 years, Ken worked for United Airlines as a pilot. Typically, he expected to receive his six-figure pension income from the company’s retirement trust. At his retirement, United Airlines had been experiencing a tumultuous financial period. However, the airlines maintained that that was not the case despite doubts about their financial position to cater to the company’s demands such as Ken’s approaching retirement plan. True to the growing fears, United funded Ken’s trust at about 50 percent of the expected amount. The reason provided for this was that the airlines troubled financially, had been allowed by federal rules to skip making cash contributions. The rules allowed United to seek a bankruptcy declaration, and this meant that they could only cater for about half of what Ken’s was to receive. There are various ethical issues, in this case, chief among them being United’s lack of integrity. The company should have in advance disclosed to Ken about their state of bankruptcy and the financial troubles they were undergoing.  

Outlining research area that would like to pursue for my doctoral Proposal

Outlining area that would like to pursue for my doctoral dissertation - Research Proposal Example An example of a leader who has demonstrated servant leadership is Sheikh Zayed Bin Sultan Al Nahyan, who is the current President of the Unites Arab Emirates. Using Sheikh Zayed Bin Sultan Al Nahyan, this research study proposes to investigate how servant leadership that has been demonstrated by him has contributed to the peaceful political environment in the country, which is contrary to other Islamic states such as Syria, Yemen, and Egypt that have continued to witness political arrest over the past few years (Beaumont, 47-49). Secondly, the research study proposes to establish how the President’s servant leadership has created a condusive environment for economic progress that UAE has recorded over the past years. The research will employ an investigative approach, which will apply the use of secondary and primary research methods. Under primary research methods, the researcher will randomly select participants from the UAE in order to get their view on the effect of servant leadership in creating a peaceful political environment and condusive environment for economic progress. This research study will be based on the concept of total quality management but it will take a detour from the common studies that have been undertaken in regards to this concept, which have largely been centered on management issues. Moreover, studies conducted by Creech stated that total quality management (TQM) at creating excellence and due to this fact (8); it focuses on promoting the right attitudes within organisations and even implementing control measures in order to avoid costly mistakes (Evans and Lindsey, 45-48). The detour will lead to a research study that seeks to investigate the impact of TQM on the level of productivity amongst the employees. Productivity in this context will refer to the performance measure of both employee effectiveness and

Hitler and Nationlism Essay Example | Topics and Well Written Essays - 250 words

Hitler and Nationlism - Essay Example In addition, the extremist approach to establishing superiority of Germany in Europe facilitated the interest of conquering the entire Europe under the nation. Irrationality in pursuing national goals is another element of nationalism that aided Hitler’s application of the nationalism doctrine to facilitate his objectives. Even though some significant forces disagreed with, they still supported his initiatives based on the notion that Hitler was the best person to spearhead the nation’s interest. Nationalism blinded the forces from their individual philosophies and from the wrongs of Hitler’s goals. Revolutionary aspects of nationalism also facilitated Hitler’s objective by earning him loyalty from forces. Having suffered from conditions of the Treaty of Versailles and depression, Germans were united in rejecting then Reichstag and the revolutionary force gathered support for Hitler’s goals of a more superior Germany (Snyder, 2003; Daniel & Kanarek,

Energy Summary Essay Example for Free

Energy Summary Essay There are many energy sources that have been described in the recent past as being clean but the truth is that no energy source is clean as many claim. The variation of the energy sources is in their advantages and disadvantages (Raven, 2010). Whereas the disadvantages of energy source include cost, hazard potential and environmental damage, the advantages include energy safety, availability, versatility and density. Examples of energy sources include fossil fuels, solar energy, nuclear, hydropower and hydrogen fuel among others. Fossil fuels according to Raven (2009, p. 233) which is defined as â€Å"Combustible deposits in the Earth’s crust, composed of the remnants (fossil) of prehistoric organisms that existed millions of years ago†, comprise of natural gas, petroleum (oil) and coal. Of the all the energy sources used in the North America 80% is fossil fuels namely oil natural gas and coal. The energy source is nonrenewable in limited supply which is depleted by use. The natural processes responsible for the formation of fossil fuels are still in progress but it takes million of years to get substantial quantity of the energy which do not keep pace with its use. In addition the fossil fuel is only found in two continents: South America and Africa and it are only a few countries in the continents which have the fossil fuel resources. Due to the fact that most of the fossil fuels are found in developing countries, there is lack of capital to extract the resources. Hence there is need to switch to other forms of energy to provide the needed energy that has been on rise. Coal is the most abundant fossil fuel worldwide and it is found mainly in Russia, India, United States, South Africa, Germany, Australia and China which are on the northern hemisphere (Raven, 2010). The mining of coal has serious environmental impact on the environment. Environmental impact associated with the mining of coal include large open trenches and pits; exposed high cliffs of rocks; toxic and acid drainage; pollution of water bodies as well as soil erosion. Such impacts pose serious risk to human and biodiversity lives as they can lead to landslide, intoxication, habitat destruction among others. Burning of coal also affects the water and air quality which leads to sooty fallout, ocean acidification and climate change. Burning of coal which contains mercury releases the substance into the atmosphere and then to water and land thereby harm both man and wildlife. Oil and natural gas which has increasingly become important since 1930s provides about 70% of the world’s energy. It is more preferable than coal because it is cleaner, more versatile and easier to transport than coal. The environmental problems associated with the natural gas and oil is with regard to their combustion, production and transportation. Combustion of the fossil fuels emits carbon dioxide into the atmosphere which insulates the planet which prevents radiation of the heat back into the space hence global warming. Their transportation has also led to oil spill which affected economies of the many regions. The spill like the recent Gulf coast oil spill also threatens wildlife (Raven, 2010). Nuclear is another source of energy that produces 100000 times more energy per atom in nuclear reaction, than the energy available in a chemical bond between two atoms. The energy is mainly derived from uranium which is a non renewable source. Nuclear energy does not direct impact on the environment as other energy sources do but it generates radioactive waste like spent fuel (Raven, 2010). Other wastes include gases in the reactor and radioactive coolant fluids. The radioactive wastes and the spent fuel are dangerous because they are highly radioactive there by posing serious heal and environmental risks to man and the environment in general. Proper storage and measures of disposal are very fundamental to reduce such dangers. Nuclear energy also contributes to environmental pollution indirectly (Raven, 2010). From the time uranium is mined, processed and disposed, good quantity of both diesel and gasoline is used which contribute pollute the environment directly. Some wastes which result from nuclear reactions like strontium-90, krypton-85 and cesium-137 have half-life of between 30 to 90 years and will take between 300 to 600 years before they decay to a level where they are safe. On the other hand there are high-level radioactive liquid wastes which are unstable and not easy to monitor thereby making them very dangerous. Such wastes are first converted to solid state before being stored (Raven, 2010). Nuclear and utility executives have come up with a plan to promote nuclear energy and to put in place a strategy that will address the economic and safety issues associated with nuclear power. This includes a plan to build nuclear reactors that will be 10 times safer than the ones currently in use. There other energy sources which are renewable and they include solar energy, biomass energy, wind energy, hydropower, geothermal energy and tidal energy. Solar energy is derived from the sun and is perpetually available as opposed to other energy sources like uranium deposits, oil and coal which are found some particular areas (Raven, 2010). We can only run short of the solar energy when the nuclear fire of the sun burns out. Solar energy is derived when the sun’s energy is absorbed by collection device such as a plate of black metal or a panel. The unique property of the sun light, whereby it passes through transparent objects but once it hits an object it releases invisible waves of heat called infrared radiation which cannot penetrate glass, allows solar energy to heat water bodies, building and other objects. Systems have been developed and used in the industrial and building processes where solar energy is concentrated to heat liquids. Direct solar energy has been used to generate electricity by use of photovoltaic solar cells which produce electricity to the tune of 13000 MW globally. In other places well structured systems are used to generate solar thermal electric generation electricity. Energy is also derived from the sun indirectly for instance, burning of the biomass which includes organic matter like wood releases energy stored in plants during photosynthesis (Raven, 2010). Wind energy got from the wind by the use of wind turbines or windmills to generate electricity or mechanical energy is also a type of renewable energy. Streams and rivers are also dammed in order to generate hydroelectricity. The energy exists in the water because it is the energy from the sun that drives the hydrological cycles. Biomass as a source of energy is very important because it lowers the rate at which we depend on the fossil fuel and since the energy is also derived from wastes it reduces the problem of waste disposal (Raven, 2010). However, when the balance shift from food production to biomass energy production, then the food prices is likely to go up which is disadvantageous. Other sources of renewable energy are tidal energy and geothermal energy derived from changes in water level and naturally occurring heat respectively. In conclusion, the requirement of energy increases day by day therefore effort need to be put in energy conservation and development of technologies of alternative energy sources which requires less energy. It should also be the responsibility of every person and every household to economically use the available energy sources responsible so as to enhance energy savings (Light, 2003). References Light, A. (2003). Environmental Ethics: An Anthology, 1e. Retrieved 19 May 2010 from: https://ecampus. phoenix. edu/content/eBookLibrary2/content/DownloadList. aspx? assetMetaId=871324e1-b1c6-4d2d-85d0-de1f7aaf570eassetDataId=d5e53d69-8288-4946-9a9b-69a18044be6a Raven, P. (2010). Environment 7e. Retrieved 19 May 2010 from: https://ecampus. phoenix. edu/content/eBookLibrary2/content/DownloadList. aspx? assetMetaId=568808a6-a4f4-4b79-ac9c-845c0188b75aassetDataId=68c16029-cca8-4bdd-8119-68f43458e29e

Human Rights and Business Ethics

Human Rights and Business Ethics The interest of corporate organisations in human rights has increased over the years due to the criticism and concerns over the use of child labour, low wages, female discrimination and abuse factories. Incorporating values and ethics into any business has become very important to corporate organisations, government, and the public in general. As the world becomes ever smaller as a result of globalization, there has been an increase in the movement of labour, knowledge and technology from country to country. This has lead to companies setting up factories in countries with cheap labour and very poor human right laws so they can meet the demand for their product. Government of these poor countries have been forced to dance to the tune of large business. Business ethic emerged as a result of the abuse of human rights and because of the need for corporate organisation to be more ethical and humane in doing business. This has come to the fore front in recent time with the media keeping a constant look out for corporate organisations that abuse or refuse to up hold their social responsibilities in any way. As a result of this organisations now pay more attention to business ethic education and training in order to meet this ever growing ethical responsibility. The growth and development of businesses worldwide has brought about an increase in the standard of living but on the other hand it has resulted in the abuse of workers in many parts of the world. Corporate social responsibility has enter a new phase in which the responsibility of business have to be clearly defined. According to Andrew chapman and Scott Jerbi there are growing expectation that corporation should do everything their powers to promote universal human rights standards even in conflict situation where governance structure have broken down. War on Want has published research which shows that Bangladeshi workers making clothes for Primark, Tesco and Asda toil up to 80 hours a week and earn as little as half a living wage. http://uk.oneworld.net/article/view 4/04/2010 War on Want senior campaigns officer Simon McRae said: â€Å"British companies continue to commit serious human rights abuses across the world. Yet the governments only response is to come up with voluntary initiatives which companies are free to ignore. When will ministers take real action to hold these companies to account?† For any market place to be effective there has to be ethical behaviour on the part of buyers and sellers. According to Solomon (1996) ethical behaviour on the part of both buyers and sellers is tantamount to the effectiveness of the market place. Regardless of the degree of the competition, the successful functioning of the market place rest on the foundation of mutually agreed- upon rules of conduct and shared interest. For the relationship to remain beneficial to both parties it has to be of value to both of them. Unethical behaviour by either party disrupts the relationship and produces exchanges that are both unproductive and ineffective (Morgan and Hunt, 1994) Journal of business ethics: Sam fullerton, KatShleen B kerch,H Robert Dodge 805-814, 1996 II. Structure of the report The report is a focus on the retail cloth industry in relation to its business ethics. In recent times there has been lots of issue on the way clothing retailers deal with human right. People feel that they are not doing enough to deal with human right abuse globally. The report will draw attention to the challenges faced by labour as result of globalisation and the need for a lasting solution through effective corporate policies and strategies. Firstly, the report will identify and spell out companys responsibilities in the protection of human rights, freedom fromslavery and forced labour, freedom from torture and degrading treatment. Which if not up held by any company will damage its brand image and bring about a loss of confidence by customers. Other chapters will talk on recent discussions on business ethics and how consumers view human right standards as regards consumption of products making use of journals, internet, reports etc. The aim is to bring out the different theories and views by various authors for better understanding. In the second chapter which deals with the literature review it will focus on the various ideas and theories that talks about the need for upholding human right standards in the clothing industry. The different theoretical approaches will be analysed with recent happenings in mind for a much better understanding and also help formulate better business ethics practice in the clothing industry. Case studies, recent findings and current happenings will be dealt with in chapter three with relation to the various theories as regards the cloth industry. The back ground of discussion for the study will be taken from the various findings and the data collected. From the analyses of different publications consumers have different views on the labour law as it relates with goods, pricing, and human rights standards. Using the various theories and principles that underline the argument the impact of business ethics on globalisation will discussed in chapter four. The report will show that human right abuses in poor counties of the world are on the increase in the clothing industry. It will also emphasis the importance of upholding human rights for equitability and safety. The Final chapter will focus on the conclusion and recommendations drawn from analysis of data collected.

Sharing Pirated MP3’s :: File Sharing Essays

Sharing Pirated MP3’s The sharing of MP3 music and its legality is a major issue in our legal system at this time. It has been a battle in the courts for several years now. It all began with the legendary downfall of the original bad boy of sharing, Napster. Despite the legal actions of the music industry, the file sharing community continues to thrive. Millions of users still log on to a handful of programs and illegally trade MP3’s and other computer programs. College students are suspected to be one of the major culprits of People to People file sharing. A survey was conducted in order to obtain an understanding of why students of James Madison University would use People to People sharing programs. More importantly, it was to gain insight into the ethical outlook of students in concern to the sharing of MP3 music files. The survey attempts to determine why, in light of the ethical issue and possible legal repercussions, do JMU students still trade illegally pirated music? The survey was composed of ten multiple choice questions and administered to twenty random students. The students were taken from various areas around the campus in order to obtain a wide variety of responses. It sought to have respondents who were of various age, race, and sex. The surveys were handed out in a classroom, a dining hall, and an events committee meeting for the University Programming Board. Students remained anonymous to the administer and their confidentiality was assured. Most of the students filled out the survey with relative ease and only had to debate on a couple of the questions. Several students were kind enough to give a few extra minutes of their time for various follow up questions. I began to ask students which questions gave them the most trouble. Many felt the last question, asking if downloading MP3’s for free is ethical, was the most thought provoking question. Nineteen of the twenty students surveyed downloaded MP3’s. Fourteen said they felt it was unethical to download the MP3’s, yet most of them continue to download. The question seemed to stimulate an ethical debate inside the respondents of which they had trouble answering. A vast majority of the students simply do not care about pushing ethics aside and continue to download pirated music.

Planning and Strategy Essay -- Business, Planning

In any retail operation or company, planning is a very important factor for the success of any endeavor in that it involves the actual anticipation and organization of what needs to be done and how it should be done to reach an objective.(Retailing, pg.40) Strategic planning involves a company or firm to adapt its resources to the actual opportunities and possible threats of the ever-changing retail environment, and, if used properly, a good strategic plan can help retailers achieve and maintain a beneficial balance of its resources and possible opportunities to come. There are, in fact, four major components in proper strategic planning that could assists any retailing company in achieving their goals which are to develop a mission statement, define specific goals and/or objectives, identification and analysis, and to develop a basic strategy. (Retailing, pg.42) I aim to determine, analyze, and document how a fast-paced, up-and-coming retail establishment by the name of Citi Tren ds, which is a fast-growing, value-priced retailer of urban-style fashion accessories and apparel chain store for today’s urban families, implements these particular strategic planning techniques into their operations management and business objectives. Citi Trend’s mission statement is as follows, â€Å"Citi Trends is the go-to place for incredibly low-priced, real urban brands and urban-style fashion for the whole family. You'll find Rocawear, Apple Bottoms, Coogi, Dereon, Akademiks, Mecca, Baby Phat, Ed Hardy and more for up to 60% off mall prices. As of this minute, we have over 480 stores in 27 states. As of May 2005 Citi Trends became a publicly traded company on the Nasdaq exchange with the symbol CTRN. Citi Trends' headquarters are located in hi... ...ring that their customers gain efficient circulation through their merchandise. (Retailing, pg.498) This type of environment is ideal for Citi Trends in that it provokes customers to wish to browse, and Citi Trends has strategically placed signs to provide its customers with cues as to where each department begins and ends. Citi Trends has been in the apparel retail business for over 58 years now with over 480 stores operating throughout 27 states in the United States. They have proven that they know how to adapt resources to their opportunities and are aware of and handle any and all possible threats to its company’s objectives. With their good strategic plan they were able to adapt to an ever changing retail environment to be able to achieve and maintain a certain balance of its resources; thus positioning themselves for accelerated and profitable growth.

The Condom Distribution Debate Essay -- Argumentative Persuasive Topic

The Condom Distribution Debate      Ã‚   The topic of condom distribution in public schools has caused many heated debates throughout our country in the last decade. Proponents of distribution state that free condom distribution will ensure that teenagers will practice safe sex and that the rate of sexually transmitted diseases and pregnancy will decline. Opponents of distribution state that free condom distribution will encourage sexual activity and foster the idea that premarital sex is acceptable. Judges in federal court have even considered whether or not condom distribution and sex education without prior parental notification violates parents' First and Fourteenth Amendment rights. The only viewpoint absent in a discussion of this very controversial topic is the one that holds the most value: the viewpoint of America's teenagers. Teenagers are the only ones who can fully explain why condom distribution fails to respond to the needs that foster sexual activity among young people.    Though I am not a sexually active teenager, refraining from sexual involvement has been difficult. I have been in serious relationships where the desire to have sex has been complicated by emotional expectations. Abstinence is especially hard in a society that seems to promote sex, as long as it is "safe" sex. I feel that the support, which used to come from authority figures such as parents and educators, is crumbling because of the initiation of programs such as condom distribution. It is as though parents and schools have forgotten that some teenagers, for whatever personal reasons, do not desire to be sexually active. I do not minimize the need to educate teenagers about safe sex and the risks of sexually transmitted diseases, for I am ... ...far more beneficial outcomes than those which any condom can deliver.    Works Cited Fanburg, Johathan T. (1995, May). Students Opinions of Condom Distribution at Denver, Colorado, high school. Journal of School Health. v65 n5 p181(S).    Gow, Haven Bradford. (1994, March-April). Condom Distribution in High School. The Clearing House. v67 n4 p183(2). Leo, John. (1994, June 20). Learning to Say No. U.S. News & World Report. v116 ~4 p24(l).    Limbaugh, Rush H. "Condoms: The new Diploma." Current Issues and Enduring Questions. Ed. Sylvan Barnet and Hugo Bedau, Boston: Bedford Books, 1996. 426-430. Quindlen, Anna. "A Pyrrhic Victory." Current Issues and Enduring Questions. Ed Sylvan Barnet and Hugo Bedau. Boston: Bedford Books, 1996. 431-432 Sex and America's Teenagers. Washington, DC: The Man Guttmacher Institute; 1994:20.   

Personal Computers vs Console

Personal Computers are much more advanced than any console available on the market today or any other day. In the PC world players reap many more benefits in online and offline gaming. These benefits keep growing in numbers as developers of the consoles continue to argue between themselves about who provides the better support or who offers more games at better quality. Actually, there is no contest as Ed Ricketts of Techradar. com states, †While Xbots and the Sony Defense Force argue among themselves, and Wii-ers throw even more ridiculous shapes pretending to play he tambourine or something, there is another group of gamers who quietly, and happily enjoy the best of the gaming platform yet. The PC†. Ed makes a strong point here. As Sony and Xbox developers argue, we PC gamers continue to offer outside support for games in Beta or even full-release games. Games that are no longer supported by the software developer due to outdated games or recently shut down companies, are still supported by the online gaming community through constant and tedious efforts. This is a showing of the true dedication to improve the experiences for everyone who enjoy PC aming. Personal Computers do not suffer from the hardware restrictions of a console, they can be easily fixed, upgraded, and maintained. Consoles are delicate and difficult to service. If there is hardware failure on a game console it has to be sent to the company for repairs. This can take weeks, or it can be serviced locally for a heavy fee. Although most PC's are used only for simple processes such as; Microsoft Office, a multitude of browsers and e-mail services, they are not restricted to the same limitations as consoles. Consoles can only use software provided by the developers, or require illegal emulators to run out sourced software. The advantages of a PC are not limited by anything but the continuous evolution of technology. When a new technology is released gamers in the PC world are the first to experience it, as companies such as Sony, Xbox(Microsoft), and Nintendo, struggle to keep up with modern technology. Consoles suffer from the inability to upgrade until the release of the next new console, which is still typically outdated technology. When the PS2 and the Xbox first came out their technology was already two years old! Aside from the PC supporting higher resolutions and soon-to-be exponential refresh rates, it can adapt to both newer and older games as it is reverse compatible always! Another statement by Ed Ricketts that is well founded was, †With the aforementioned higher resolutions and textures, chances are a new PC game already looks better than its console counterpart right now. Even if one cannot run a PC with all the visuals tweaked to the max, processor and graphic cards prices drop so quickly that it is hardly ank-breaking to refit a personal computer. â€Å"(2008) Ed has a valid point, we in the PC world can suffer from heavy expenses to upgrade a computer but, as technology is outdated almost every four months the prices drop quickly for new but slightly outdated hardware. These hardware updates will always take the PC beyond the limitations of any console. User interface is a very important aspect of ele ctronics. As such, a lot of time and research has been put into controller and keyboard designs. Computers use the same. QWERTY key layout that was first patented in 1868 (Liebowitz, Margolis 1996). Because of this, the keyboard that you find on your computer has had more than 140 years research and development to find a suitable style for users. This has resulted in an almost universal keyboard design and layout that is virtually identical across the market making it very seamless and almost unnoticeable when you switch from one Keyboard to another, regardless of what the brand on the computer is. On the other hand, the first gaming console introduced to the public was only released in 1978 (Kirby, 1982). Since then many gaming consoles have been developed and released to the public, each with its own take on how a controller should feel in the hand. With this, every console on the market with the exception of PlayStation 1, 2, and 3, have completely different controller design which makes switching from one console to another sometimes tedious. With time all consoles developed will eventually conform to a single design. There is no doubt to be a single interface device for all console games but until that time if one eeks the comfort of familiarity, the keyboard is a reliable source. As one looks back on the times and the changes that the country has endured, in regards to electronics, there has to be some thanks given to those who have made society’s lives easier. Obviously, life is simplified by the advances that have been made to PC’s and gaming consoles. Look back at the times and appreciate what the â€Å"nerds† have given to the world. Life will never be th e same and it will be forever advancing. PC VS. console gaming is by far a different world. Be it PC or console, there is lways going to be people who prefer one over the other. References Ricketts, E. (2008). TechRadar. Retrieved from http://www. techradar. com/news/gaming/12-reasons-pc-gaming-is-better- Liebowitz, S. , & Margolis, S. E. (1996). Typing errors. Reason, 28(2), 28. Retrieved from EBSCOhost. Kirby C. Odyssey? (North America Philips — Magnavox): The Lost Opportunity. Black Book – Video Game Industry (December 1982) [e-book]. Bernstein Global Wealth Management; 1982:57-58. Available from: Business Source Complete, Ipswich, MA. Accessed April 7, 2011.

Research of Bottled Water Essay

1.0 Introduction Water is one of the people basic needs. All people need water to survive and no one can live without it. So, they are willing to pay the money to purchase water. From the secondary data market research, most of the American consumers drink bottled water more than tap water because they feel that tap water not safe. Many companies are reputation have filtered water until pure. So, the bottled water will bring safe and attractive package that make very people when drink something that is healthy for their body (Department of Health, 2006). Besides, in order to let consumer more convenience, most of the company will provide bottled water in everywhere. Hence, all consumers will pay the attention about the bottled water. This report is to investigate attitudes towards three leading brands in a bottled water product. This is because the most important attributes in the bottled water product category, their relative influence on consumer decision making and consumer perception of the leading brands. According Ajzen (1988) and Werner (2004), Theory of Reasoned Action (TRA) is an attempt to provide consistency in studies of the relationship between behaviour, beliefs, intentions and attitudes (Ajzen 1988; Fishbein & Ajzen, 1975; Werner 2004). In TRA, there are 2 main concepts which are â€Å"principles of compatibility† and â€Å"behavioural intention† (Ajzen 1988; Fishbein&Ajzen, 1975). The principles of compatibility will require that in order to forecast a specific behaviour directed to a specific target in a given circumstance and period, specific attitudes that identify to the specific target, time and circumstance should be assessed. For the concept of behaviour intention states that a personal’s motivation to engage in behaviour is defined by the attitudes that influence the behaviour. Behaviour intention indicates how much achievement an individual would like to commit to complete such behaviour. Higher commitment which means that behaviour performs will more likely. Behaviour intention is determined by attitudes and subjective norms (Ajzen1988; Fishbein & Ajzen, 1975). An attitude refers to an individual’s perception toward specific behaviour (Werner, 2004). ‘Subjective norm’ refers to the individual’s subjective judgment regarding others’ preference and support for a behaviour (Werner, 2004). 2.1 Research Objectives The objective of this research is to investigate attitudes towards three leading brands in a bottled water product category. Besides this research also determine which of the brands in a bottled water product category that most of the consumers interested because different brands provide bottled water will affect the choices of consumers. 2.2 Research Questions During this research, there are find out the factors that affect choosing the bottled water. Besides, this research also can find out how to promoting the brands of bottled water to consumers. Furthermore, this research finds out the effective way to success the brands provide bottled water. 2.3 Significance of the Research The major significance of the study regarding the â€Å"Attitudes towards three leading brands in a bottled water product category† is hope through the research to identify the most important attributes in the particular category, their relative influence on consumer’s decision making and consumer’s perception of the three leading brands performance in term of those attributes. Attributes in the bottled water category is an important that can impact on consumer’s buying decision making. This is because the between brand’s price of bottled water is only a bit different, so most of the consumers will choose the best quality brand. Besides, the research will examined the three leading brands company able to improve their performance in order to attract more people to buy their product. 2.0 Review of Literature 3.4 Issues of using bottled water The main issues of using bottled water is because convenience. When the consumer driving in the car or hiking in the mountain, bottled water is very comfortable to supply drinking of water for them. The size of bottled water will make it easy to suitable let consumer carry to everywhere. Furthermore, bottled water can be purchase at anywhere. The consumer can buy the bottled water at convenience store, supermarket, hypermarket and grocery store. In some countries, the tap water is unsafe to drink due to water pollution and contaminants. Therefore, the Food and Drug Administration (FDA) controls the production of bottled water in order to let all people can be sure the water in the bottle is safety, cleaner and free of contaminants. In addition, the taste of bottled water is better than tap water because bottled water does not have chlorine (Melanie, N.D). When the natural disasters, it may be cause water pollution, which mean that the water supply into people home will pollute or completely non-existent. So, in these cases, bottled water will become a lifesaver for those people. As the secondary data market researcher, the tendency in bottled water consumption in the global keep increase almost ten successive years now (Rodwan, 2009). Furthermore, the price of bottled water is very cheap. Most of the consumers also can afford it. For example like the 500ml size of bottled water is about RM1.00 and 1.5 litre size of bottled water is about RM2.00. Compare with soft drink, there are more expensive than bottled water and unhealthy for consumer body. Therefore, this is a reason why most of the consumer will purchase bottled water. Lastly, the bottled water can be reduce, reuse and recycle (3R). Therefore, the bottled water can save the environment and clean. Most of the shopping centres, they will put a recycle bin in order to let consumer convenience to drop their bottled water when they are finish their water. Besides, most of the consumers will purchase bottled water and refill it from the tap water in order to save cost and the environment. 3.5 Consumer buying behaviour The consumer buying decision is very important. Understanding the consumer buying behaviour is not very easy. Consumer buying behaviour is referring the people make the decision buying process of the end consumers like personal and household who buy goods and services for own consumption(Kotler, Armstrong, Wong & Saunders, 2008). According to marketing guru Philip Kolter (2008), consumer will pass through several stages before buy the goods and services. Some consumers will vary their decision making is because in age, education level, tastes, income, and other factors. Some consumers will vary their decision making is because the brand name, quality, reputation, and price. Consumer behaviour will cause the consumer characteristics and the consumer buying decision process. There are 4 main factors in consumer characteristics such as cultural, social, personal and psychological. The culture is the most basic cause the consumer wants and behaviour. Every group or society also have a culture and cultural to cause on buying behaviour decision may vary greatly from country to country. Furthermore, each culture has contains subculture such as racial group, religion, nationalities and geographic region. Most of the subculture will emphasize the market segments. Therefore, the marketer must often to design product in order to fulfil their needs. Moreover, social class is also one of the factors to influence consumer buying behaviour. For the social class, there are contain high class, medium class and lower class. The marketer must to understand which social class is their target market. This is because when the product is high price, lower class people won’t purchase it. For the social factors, there are include small groups, family and social roles and status. The social factors are one of the factors to influence consumer behaviour. Most of the small groups influence consumer behaviour. The marketer should identify the group of their target market. Furthermore, family is strongly affecting consumer behaviour. The marketer must to make husband, wife, and children interested on the product in order to increase rate of success. Besides, the position of person in each group can be defined to roles and status. The personal factors also are one of the factors to influence consumer behaviour. The personal characteristics like age, lifestyle and occupation. The buyer age will related with tastes in food, cloth and recreation. The marketer must to develop marketing plan for them. Moreover, the lifestyle will vary is because the age. Some consumer will like to eat McDonald, but changes along with age, the consumer will change their lifestyle and dislike to eat McDonald. Besides, the marketer must to focus on occupation factor. This is because a buyer occupation will influence the goods and services purchase. The marketer must to know which occupation will more purchase which product. Furthermore, psychological factors also can influence consumer buying decision which is motivation, perception, learning and beliefs and attitudes. For the consumer perception, they are obtained information through their 5 senses such as touch, sight, smell, taste and hearing. Therefore, they will follow their perception do a final decision. Besides, some of the consumer will do a decision making through learning. For example once the consumer has tried Starbucks coffee, they will consider their next purchase based on the first experience. The consumer buying decision process have 5 stages which is need recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour. For example like the people recognition want to buy something. Then the people will do information search. They will obtain information from other people such as family, friend and neighbours. Besides, they also will obtain information from commercial sources like advertising, salesperson and websites. All of information will be used to evaluate of alternative which brand should to choose. After evaluation, the people already have purchase decision. After purchase the product, the people will be satisfaction or dissatisfaction post purchase behaviour of the marketer. If the marketer have given the people after sales services, the people will satisfaction when purchase that product. 3.0 Methodology 4.6 Problem Statement In this research, the marketers should identify the factor influence choosing the shampoo. Furthermore, the marketers also should identify the consumer buying behaviour process when buying shampoo. Lastly, the marketers should identify the effective way to improve quality of shampoo. 4.7 Sampling Technique Adopt a good sampling technique, it is one of the important cannot be overemphasized. The non-probability sampling technique is used when the individual members of the population do not have an equal likelihood of being selected to be a member of the sampling. Normally, this technique is used is because it tends to be less expensive, fast, easier and the respondents were readily available (Castillo, 2009). Furthermore, the convenience sampling involves getting participants wherever the individual can find them and typically wherever is convenient (Sherri, 2008). This research wants a sample of 150 respondents, so the individual should stand at outside of the shopping centres and asks people who pass by to participate. 4.8 Questionnaire Questionnaire on Appendix 1 were used in this research to collect data from respondents. This research was divided into four sections at where Section 1 is respondent’s detail, Section 2 is brands, Section 3 is buying behaviour and Section 4 is quality improves. In Section 1, respondents will required to fill in their personal demographics which is gender, age, race, religion, academic qualification, occupation and income level. In Section 2, the research examined the attitudes towards three leading brands in bottled water, what are the factors that affect choosing the bottled water. In Section 3, the research will examined the consumer buying behaviour when choose the brands of bottled water, how to promoting the brands of bottled water to consumers. In Section 4, the research will examined the consumer do some quality improves, what the effective way to success the brands provide bottled water. 4.9 Method of data collection The method of data collection is used by paper based survey and face-to-face questionnaire. For the paper based survey, it will be sent to a large number of people in order to save time and cost. Most of the people are more truthful when responding to the questionnaires about controversial issues in particular due to the fact that their responses are anonymous. 4.10 Limitation of the research As the research, it is limit to the Malaysian consumer who between the age of 18 to 58 years old, because different part of world may be have different cultural factors. Besides, this research that show all the data information and result are only available in Malaysia. Furthermore, this research is only identifying the consumer buying behaviour of bottled water, because different product may different consumption pattern. Lastly, this research only selects some demographic and psychological factors. Even other types of factors also will influence consumer buying behaviour, but this research only limit two type to be investigation. 4.0 Finding Table 4.1: Demographic Factors of 150 respondents In this research, the 150 respondents have 21% female and 79% male. Besides, the age between 18-28 years old have 57%, 29-39 year old have 23%, 40-50 year old have 18% and 51-58 year old have 2%. So, from this data information can know more teenagers are like do survey. For race of respondents, Chinese respondents have occupied about half of percentage, Malay respondents have 33%, and Indian respondents have 17%. The religion of Buddha has 43%, Islam has 33%, Hindu have 17% and Christian have 7%. For academic qualification, SPM respondents have 30%, certificate respondents have 5%, diploma respondents have 29%, degree respondents have 25%, postgraduate have 8%, and others have 3%.About occupation of respondents, student occupied 63%, non-executive have 16%, executive have 11% and professional have 10%. Most of the respondents are student. Therefore, the income level less than RM1500 respondents have 63%, RM1501-RM2500 respondents have 29%, RM2501-3500 respondents have 6%, and above RM3500 have 4%. Figure 4.2: Percentage Brands Bottled Water choose by 150 respondents Figure 4.3: What type of Bottled Water normally purchased by respondents? In this research, there are 3 brands bottled water to investigate which are Sea Master, Dasani and Spritzer. In figure 4.2, the most respondents to purchase brand is Sea Master which is 55%. The Dasani brand is 24% and Spritzer is only 21%. Besides, from the figure 4.3 show most of the respondents will purchase mineral water more than drinking water. This is because they think mineral water is nature water and more healthy for their body. Figure 4.4: Factors boost respondents purchase Bottled Water The figure 4.4 show which factor will affect respondents to purchase bottled water. Bottle design have 36% is the main factor to influence respondents to purchase bottled water. Brand reputation has 21%, bottle quality has 14%, brand name has 13%, taste has 11%, and price have 5%. Therefore, the bottle design will influence consumer buying behaviour. The marketer must understand the bottle design to attract their target market in order to increase sales. Figure 4.5: Where respondents purchase bottled water? The figure 4.5 shows where the respondent will buy bottled water. Place is the one of the factors to influence consumer buying decision. In order to become successful marketer, the marketer must put their product at the right place and at the right time. From the figure 4.5, the convenience store which is 44% is most popular to purchase bottled water. The grocery store has 22%, hypermarkets have 19% and supermarkets have 15%. Therefore, convenience will affect consumer buying behaviour. Figure 4.6: Which factors will cause respondents switch cost? The figure 4.6 shows the factors affect respondents switch cost. From the figure 4.4, bottle design will affect consumer buying behaviour. Hence, bottle design also will affect respondents to switch cost. Besides, some respondents will choose bottle quality. This is because some respondents will reuse their bottle when finish water. Therefore, the marketer must understand consumer needs and wants in order to prevent customer to switching to competitor product. Figure 4.7: What respondents expected from Bottled Water? The figure 4.7 shows what are the respondents expected. Most of the respondents will purchase bottled water is because healthy. This is because most of the respondents will care their body health. Besides, some respondents will like do sport, so they need some energy come from bottled water. Figure 4.8: Pay extra for increase quality of Bottled Water Figure 4.9: Increase consumption for Quality of Packaging The figure 4.8 shows how many respondents will agree pay extra to increase quality of bottled water. 74% of respondents will agree to pay extra to increase quality. This is because the respondents will care about their health. In addition, the respondents will think money important than healthy. On the other hand, some respondents will increase consumption because the quality of bottled water. The figure 4.9 shows how many respondents will increase consumption because the quality of bottled water. The result show only 25% will choose yes. 75% respondents choose no is because quality of bottled water is only can reuse. Therefore, it doesn’t increase consumption is because the quality of bottled water. Figure 4.10: Re-use and Recycle Bottled Water The figure 4.10 shows the percentage of respondents to reuse and recycle of bottled water. As the result, most of the respondents will reuse and recycle the bottled water. This mean most of the respondents will know 3R reuse, recycle and reduce. This is because all people have responsible to protect earth. 3R will help everyone have a healthy environment and happiness. Figure 4.11: Consumption household of Bottle Water The figure 4.11 shows the consumption household of bottle water. As the result shows 33% of respondents will purchase bottled water more than their family. Besides, mother have 25%. This may be because she take care their health of family. Some respondents comment their mother will purchase 15litre per day. It is because one person at least must drink 8 cup of mineral water (Peter 2005). Therefore, respondents will purchase more water is because they take care their own body. Figure 4.12: Spokesperson will impact decision making of respondents? The figure 4.12 shows spokesperson influence decision making of respondents. 85% have agreed spokesperson will agree because respondents will think can same healthy and happiness with the spokesperson in the future. So, the marketer must hire spokesperson to help them create awareness and increase sales. Besides, spokesperson also can attract and convince more consumers to buy their company product. Figure 4.13: Recommend to friends or family The figure 4.13 shows the respondents would recommend their friends or family purchase bottled water. The result shows 84% of respondents will recommend their friends and family. This is because sharing is caring. So when the respondents caring their friends and family body health and happiness, they will share their knowledge and own perception to them. On the other hand, 16% of respondents would not recommend to their friends or family is because they think bottled water is only low involvement product. Therefore, they would not waste their precious of time to share information. Figure: 4.14: Advertisements influence Decision Making The figure 4.14 shows advertisement would impact the respondent’s decision making. In this result, most of the respondent will agree and strongly agree advertisement will influence their decision making when purchase bottled water. The advertisements will be use such as TV, radio, newspaper, magazine and broadcasting. Most of the respondents comment TV is main factors influence their buying decision. This is because the advertising of bottled water is creative and attractive. Therefore, total 62% of respondents have agreed advertisement will cause their decision making. Figure 4.15: Event and Activities impact Consumers Behaviour The figure 4.15 shows event and activities influence respondent’s decision making. As the result, there are total 56% agree some event and activities will influence their decision making. For example like promotion, role play, and some competition. The promotions such as buy 1 get one free (BOGOF), free gift and free sample. Some respondents comment sometimes the free gift and sample will impact their switch cost and influence decision making. Therefore, the marketer must create some promotional and advertising in order to increase rate of sale. Furthermore, promotional and advertising also can help company to crease brand image and long term relationship (Wayne, 1983). 5.0 Conclusion & Recommendations In this research, it can investigate the attitudes towards three leading brands in a bottled water product category which is Sea Master, Dasani and Spritzer. Besides, this research will determine which factors will impact the consumer buying behaviour. This is because the consumer buying behaviour is one of the important to increase the company sales. The marketer must understand their target market needs and wants. They need to create a business plan in order to fulfil their target market needs and wants. Therefore, the marketer wants to use consumer buying decision process which is need recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour to determining the consumer. Moreover, the Fishbein model also is one of the important factors. According Ajzen (1988) and Werner (2004), Theory of Reasoned Action (TRA) is an attempt to provide consistency in studies of the relationship between behaviour, beliefs, intentions and attitudes. For the recommendation, the marketer must provide more promotion and advertising to create awareness and brand image. This is because most of the respondents will switch cost is because the promotional. Besides, water quality is also important. The marketer must improve their water quality and make sure their water is filter until pure. This is because most of respondents want healthy life. Lastly, the marketer must use the stainless steel to do bottle water. This is because 3R reuse, recycle and reduce is all people responsible. In addition, the consumers purchase will reuse and refill water again in order to save cost and reduce pollution. Finally, all bottlers of water should be controlled by a separate institute to guarantee the quality of the product and prevent misleading advertisement. 6.0 List of References 1. Ajzen, I. & Fishbein, M., 1980, Understanding attitudes and predicting social behaviour, Englewood Cliffs, NJ: Prentice-Hall. 2. Ajzen, I. 1988, Attitudes, Personality, and Behavior, Open University Press, Milton-Keynes. 3. Ajzen, I. 1991, ‘The Theory of Planned Behavior’, Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179-211. 4. B, G.D & James, J.P. 1999. Quality costing. 3rd Edition. Gower Publishing, Ltd. 5. Davis. L., 2004, Consumer Perception on Tap water, Bottle water and Filtration Devices, IWA Publishing, London. 6. Dillman, D.A., 1978, Mail and telephone surveys: The total design method, Wiley, New York. 7. Edwards, W., 1966, Some Theory of Sampling, John Wiley & Son. Inc, New York 8. Fishbein, M. & Ajzen, I. 1975, Belief, attitude, intention, and behaviour: Am introduction to theory and research. Englewood Cliff, NJ: Prentice-Hall. 9. Graham & Skinner, 1991, Handbook for Research Students in the Social Sciences, The Falmer Press: London. 10. Kotler, P., Armstrong, G., Wong,V., Saunders, J. (2008). Principles of Marketing. (5th ed.). England: Pearson Education Limited. 11. Malcolm. J., 1998, How to Collect Data: Measurement & Evaluation, ASTD Press, United States 12. Miller, K. 2005, Communications theories: perspectives, processes, and contexts. New York: McGraw-Hill. 13. Nicosia, F., 1966, Consumer Decision Processes, Prentice Hall, Englewood Cliffs. 14. Peter, T. 2005. Introduction to radar target recognition. IET 15. PeterH. 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Anonymous, 2007, Market Research Society Malaysia, Available on: http://www.mrsm.org.my/home.html, accessed on 23rd March 2012 24. Anonymous, 2011, Water Quality, Available on: http://www.chem.duke.edu/~jds/cruise_chem/water/wattap.html, accessed on 23rd March 2012 25. Castillo, J., 2009, Convenience Sampling. Experiment Resources, Available on: http://www.experiment-resoucres.com/convenience-sampling.html, accessed on 23rd March 2012 26. Department of Health, New York State, 2006, Bottled water frequently-asked questions, Available on: http://www.health.state.ny.us/, accessed on 23rd March 2012 27. Melanie, C., N.D, Advantages of Bottled Water, Available on: http://www.ideamarketers.com/?Advantages_of_Bottled_Water&articleid=235600&from=PROFILE, accessed on 23rd March 2012 28. Peter Y., 2010, Marketing Research, Available on: http://www.slideshare.net/marcelobrescia/marketing-research-evian, accessed on 23rd March 2012 29. Rodwan, J., 2009, Confronting Challenges; U.S. and International Bottled Water Developments and Statistics for 2008. Available on: http://www.bottledwater.org/public/2008%20Market%20Report%20Findings%20reported%20in%20April%202009.pdf, accessed on 23rd March 2012 30. Sean, G., 2011, Bottled Water Scorecard, Available on: http://static.ewg.org/report/2010/bottledwater2010/pdf/2011-bottledwater-scorecard-report.pdf, accessed on 23rd March 2012 7.0 Appendices Appendix 7.1 Theory of Reasoned Action (adopted from Fishbein & Ajzen 1975) Source: http://systemscraft.wordpress.com/2009/12/30/theory-of-reasoned-action-tra-and-theory-of-planned-behavior-tpb/ (Accessed on 23rd March 2012) Appendix 7.2 Consumer Buying Decision Process Source: http://marketingfaq.net/2011/12/consumer-buying-decision-process/ (Accessed on 23rd March 2012)