The Mental Impairment And Unfitness Act - 1285 Words

The 1997 Mental Impairment and Unfitness Act has been effective in helping courts to determine persons to place on supervision. However, the determination of whether the policy’s goals are being accomplished in relatively difficult because a huge number of mentally ill offenders are being downgraded to extended status during custodial supervision orders. Moreover, offenders who have been released into the community’s care have been granted such measures through revocation of supervision orders. In contrast, the Mental Health Act 2000 has helped in determining how an individual should be processed through the criminal justice system or mental health system instead of his/her mental health issues. However, this legislation has several challenges including the likelihood of mentally ill offenders to receive unsuitable sentences because of being processed by a mainstream non-specialized Court (Hunter, n.d.). The offenders are usually punished for offenses they were not criminally responsible or cannot remember involvement in it. Problems in Australia’s Criminal Justice System In essence, it is quite clear that Australia’s criminal justice system has inherent problems in dealing with issues related to mentally ill patients. One of the major problems is likelihood of inappropriate sentences or unsuitable punishment for crimes. This problem is likely to arise from the legal requirement of the offenders to process a mainstream non-specialized Court. Secondly, offenders withShow MoreRelatedThe Element Of Criminal Liability2494 Words   |  10 Pagesdefined as an action or omission that can is constituted as an offence, going against the values of society and is an act which is punishable by law with either a fine, imprisonment or whatever punishment fits the nature of the crime. In this report there will be a discussion on the two element on criminal liability which are as followed Mens Rea (guilty mind) and Actus Reus (guilty act). Different components constitute these elements and are used to make up a crime. However there have been cases wereRead MoreThe Importance Of A Nurse As A Person Who Has Completed A Program2150 Words   |  9 Pagesrevalidation standard or revised code (NMC, 2010). The Code of Conduct: Learning Disability Nurses Roles The code contains the professional standards that registered nurses ( learning disability nurse) and midwives must uphold. UK nurses and midwives must act in line with the code, whether they are providing direct care to individuals, groups or communities or bringing their professional knowledge to bear on nursing and midwifery practice in other roles such as leadership, research or education. EffectiveRead MoreLegal Obligations And Duty Of Confidence With Respect2308 Words   |  10 Pagesinformation received in the course of a health-care relationship. Confidentiality is a patient’s right and is central trust between health professionals and patients. A â€Å"health professional† is defined in the Act and means a person who is registered under a health practitioner registration Act; for example the doctor, physiotherapist, dentist, midwife, or registered nurse1. A health professional also include the person who provides a health service; for example a social worker or dietician. The dutyRead MoreCase Lavern Longsworth V The Queen Judgment 115046 Words   |  61 Pagesevidence in the appeal, pursuant to section 33 of the Court of Appeal Act, Chapter 90. On 3 June 2014, she filed a further application to introduce fresh evidence. Both applications were heard by the Court of Appeal on 10 June 2014 and granted as prayed. The hearing was then adjourned to 21 June 2014 when the court heard submissions on sentencing. [3] On 27 June 2014, the court, pursuant to section 31(2) of the Court of Appeal Act, substituted for the verdict of guilty of murder returned by theRead MoreStudy on Recruitment and Selection Process18240 Words   |  73 Pagesby the companies. Selection procedure employs several methods of collecting information about the candidates qualifications, experience, physical and mental ability, nature and behavior, knowledge, aptitude and the like for judging whether a given applicant is or is not suitable for the job. Therefore, the selection procedure is not a single act but is essentially a series of methods or stages by which different types of information can be secured through various selection techniques. At each step

Fast Food Krispy Kreme - 1079 Words

Ever since I was about four years old I have had an obsession with one type of fast food: Krispy Kreme. This obsession goes back to before I can even remember everything growing up. According to my grandmother, whenever we drove by a Krispy Kreme when I was about four, I would yell the word doughnut after seeing the big red circle sign with the words saying hot Krispy Kreme doughnuts now. And that is where it all started for me and my favorite type of sweet junk food. Krispy Kreme, in particular, has had a large influence on my growing up. I am also, however, very passionate about American doughnuts. Most kids were passionate about hot dogs, pizza, popcorn, or ice cream; but I was never interested in those type of goodies. There has always been something that is completely irresistible to me about a good ole sweet glazed or fill doughnut and some hot chocolate .I am not sure if it is the way the chocolate iced glazed with sprinkles doughnut that caught my eye and attention or the way the original glazed doughnut smelted in my little mouth. Whatever it is, I have been hooked from what seems like birth. When I was young my reward for doing something good in my grandmothers eyes was a trip to Krispy Kreme. I find this funny looking back since I went all the time anyway, either on weekends or with my sister after school for a sweet little snack. It is a wonder I never blew up and gained about thirty pounds with the amount of Doughnuts and cupcakes I ate. On the otherShow MoreRelatedThe, Krispy Kreme, Subway, And Other Fast Food Restaurants2440 Words   |  10 PagesMiami Subs Grill, Krispy Kreme, Subway, McDonald’s, and various other fast food restaurants. All of these restaurants belong to one zip code, which happens to be 33162. This area that we pass is less than 5 miles long and also happens to be poor. People need to realize the fact that there is a direct correlation with the amount of money you earn and your weight. If you earn $20,000 a year and you work two jobs, you most likely won’t have time to cook and may grab the cheapest food that is availableRead MoreD unkin Donuts And Krispy Kreme1234 Words   |  5 PagesDunkin’ Donuts Versus Krispy Kreme By Zac Arnold When it comes to the consumption of coffee and donuts, I wonder to myself who does the best job at doing so at a reasonable price and who has the most benefits. That is when I decided that I was to put Dunkin’ Donuts and Krispy Kreme side-by-side to see who would be the best in the modern marketing world. In order to do this, I will be discussing the four P’s to differentiate the companies and use other material that was discussed in class. WhenRead MoreKrispy Kreme Doughnut SWOT Analysis1142 Words   |  5 Pageswonderfully delicious glazed doughnuts that Krispy Kreme is known for world wide. In 1937, Vernon decided to settle down in Winston-Salem, North Carolina, and on July 13, 1937, he opened the very first Krispy Kreme Doughnuts. At first, Vernon baked his doughnuts and sold them to local grocery stores, but soon people began lining up outside of his shop so they could purchase fresh, hot, glazed doughnuts from him directly. As the years progressed, more Kris py Kreme stores opened, but something was differentRead MoreKrispy Kreme For New Stores1226 Words   |  5 PagesKrispy Kreme was founded in 1937 by Vernon Rudolph of Winston- Salem, North Carolina. He purchased a secret yeast raised doughnut recipe from a French chef in New Orleans. He started by delivering doughnuts to local grocery stores. When Rudolph died in 1976 Beatrice Foods took over. Due to the change in recipe and management problems the company was bought again in 1982 by a group of Franchisees. From this point Krispy Kreme target was to grow. Krispy Kreme has a unique Doughnut, it is so freshRead MoreKrispy Kreme External Anaylsis1230 Words   |  5 PagesEnvironment Economic The US economy is still recovering from a recession. Despite the poor economic conditions, Krispy Kreme managed to have a steady growth in revenues. Krispy Kreme however is in a low cost industry therefore the rise and fall in the market does not affect their revenues as significantly as higher priced luxury goods. Sociocultural/Global If and when Krispy Kreme decides to go global they will enter a whole new world of adaptation to different markets. They will no longer beRead MoreDunkin Donuts And Krispy Kreme1133 Words   |  5 Pages When it comes to the consumption of coffee and donuts, I wonder to myself who does the best job at doing so at a reasonable price and who has the most benefits. That is when I decided that I was to put Dunkin’ Donuts and Krispy Kreme side-by-side to see who would be the best in the modern marketing world. In order to do this, I will be discussing the four P’s to differentiate the companies and use other material that was discussed in class. When I started to write this report; my original planRead MoreKrispy Kreme External Anaylsis Essay1204 Words   |  5 PagesEnvironment Economic The US economy is still recovering from a recession. Despite the poor economic conditions, Krispy Kreme managed to have a steady growth in revenues. Krispy Kreme however is in a low cost industry therefore the rise and fall in the market does not affect their revenues as significantly as higher priced luxury goods. Sociocultural/Global If and when Krispy Kreme decides to go global they will enter a whole new world of adaptation to different markets. They will no longer beRead MoreKrispy Kreme Inc.998 Words   |  4 PagesFROM: JMSB Students TO: Shareholders and potential investors of Krispy Kreme Doughnuts Inc. DATE: Tuesday, January 19 2010 SUBJECT: Krispy Kreme Doughnuts Inc. Analysis 1) Identification of issues: * Is Krispy Kreme’s a healthy company? * What had happened to the company? * Why were so many investors fleeing the popular doughnut maker? * Were the revelations about the company’s franchise accounting practices sufficient to drive that much value out of the stock? * WereRead MoreAnalysis Of Grand Strategy Matrix. The Grand Strategy Matrix1443 Words   |  6 Pagesinvestment or strategic decisions for the company. Some of the key ratios are: liquidity ratio, profitability ratios, activity ratios, and leverage ratios. Based on the information provided, there are multiple concerns with the financial condition of Krispy Kreme Donuts. As reported on their 2015 consolidated statement of cash flow, they reported revenues of $383,984 for the year. After all expenses, they have reported a loss of $4,061 for the year. Their working capital amount (current assets – currentRead MoreA Case Study on Krispy Kreme Donuts2349 Words   |  10 PagesCASE FORMAT KRISPY KREME DOUGHNUTS, INC. --- 2004 1. Title Page a. Case title b. Group Members c. Class schedule d. Term and school year e. Date submitted 2. Content a. 1-page Case Summary b. Proposed Vision and Mission Statement for KKD c. External Audit --- EFE Matrix d. Competitors Analysis --- CPM e. Financial Ratio Analyses f. Internal Audit --- IFE Matrix aveA Case Study on Krispy Kreme Doughnuts, Inc A Case Study on Krispy Kreme Doughnuts, Inc ________________________________________

Madame Bovary (Roy’s Analysis) Free Essays

string(163) " women much older then he was and who was very unattractive, but when he gets in a relationship with Emma Bovary, he starts to disregard his mother’s decisions\." Genroy Hylton It is in human nature to indulge in acts that gratify our emotion. Psychologists and evolutionary theologist teach that the heart can convince the brain, but the inverse is not true for the brain. That means people will most likely do what makes them feel good and not what is the best for them. We will write a custom essay sample on Madame Bovary (Roy’s Analysis) or any similar topic only for you Order Now Throughout the novel Madame Bovary the author Gustave Flaubert uses literary devices such as symbolism to express the idea that pleasure inhibits the progress of human aspiration. The first instance of pleasure inhibiting progress is in chapter one. Charles Bovary the main character is doing some intense studying for his medical practice exams. The author states, on page ten, that Monsieur Bovary â€Å"breaks all good resolutions† and starts to go to cafes to play dominoes. The Arthur states that Monsieur Bovary starts to [lose his mind] over the game. Monsieur Bovary quickly loses his sensible self value, evidenced by the fact that he starts â€Å"spending evening †¦ in a dirty public room. The Arthur further goes to express his low self esteem for Monsieur Bovary at this point by metaphorically comparing the game of dominoes to a simple clicking of dotted sheep bones on a marble table. The specific form of pleasure, Monsieur Bovary is getting from his irresponsible actions, is the same of freedom. Throughout Monsieur Bovary’s life he has been subjected to follow under the authority of his parents. His farther always tried to push him to be aggressive, assertive, and strong willed. This can be deduced from the belief the farther has, which is â€Å"with enough nerve a man could always get a head in the world. † which can be found on page seven. The farther also attempts to â€Å"harden his child’s constitution†, with â€Å"strict-discipline†. This actually works to further put young Monsieur Bovary into a submissive role. When a child is forced to follow a strict set of rules and is not allowed to challenge the principle but instead obey them without an understanding of why he should obey them, the child will make it routine to submit himself to the authority of others and even repress his own desires. The mother further encourages young Monsieur’s to be submissive by forcing her personal interests on him, such as, singing and to listen to her on poor frustrated ambitions†. Young Monsieur Bovary does not want to listen to his mothers past sorrows, which he can not help cure, but he is forced to suppress his desires to her higher authority. The result of this is that young Monsieur Bovary will not create his own aspirations and follow the lead of who ever is willing to lead him, and in this case its his mother. She decides the path that young Bovary should take in medical school, and he obeys without a murmur because of the depression that has manifested between him and that has manifested between him and his mother over time. Being deprived of the opportunity to develop his own sense of self for such a long period makes it understandable that Monsieur Charles Bovary would get enraptured to the point of ecstasy by his newly found freedom. The experience was so intense for him, the experience of making his own choices, that the author states, Monsieur Bovary would feel a â€Å"pleasure that was almost sensual† just by touching the door knob to a cafe. It is at the cafe that Monsieur Bovary opens himself up to the desires of his heart. He indulges in the freedom that he could not experience in the past because of his parent’s authority. With his freedom, he ventures to learn a few verses of songs to sing at social events with friends and how to make punch. The simplistic nature of what he can only be comprehended by noting that his true pleasure comes from the fact that he chooses to engage in those activities. No one told him to. It was a choice that he made and he could only blame himself for the consequence of the actions that he has committed. He gained confidence in his ability to make choices, good or bad. Just the fact that he has the power to control some element of his life gives him a new sense of life. But sadly, energy is neither created nor destroyed; it is simply transferred from one party to the next. This statement relates Monsieur Bovary’s new sense of life in the sense that it does not come without sacrifice and that in order for him to be able to enjoy it in this life, death must occur in the other. Monsieur Bovary had a very important test that he had to take in order to be able to practice medicine. With the time he should have been using to prepare himself for the test, Monsieur Bovary spent that time enjoying himself at the cafe, doing what was described in the previous paragraph. Instead of using his mind and preparing himself for his exam, he was enslaved by the desires of his heart and enjoyed the pleasures of freedom. When he came to take the test, he found that he completely failed it and could not practice medicine. Not until Monsieur Bovary realized the effect of the consequence of his indulgence in pleasure, is he able to begin thinking with his mind. Not until he has to face the authority of his life, his parents, does he humble his desires for freedom. After he faces his mother with the news that he failed the medical exam, he begins to reason with himself and studied â€Å"ceaselessly†. He retook the test and past. The second example is Monsieur Bovary getting pleasure from Madame Bovary and it inhibits his ability to address the disrespect she shows toward him. Monsieur Bovary grew up with profound respect for his parents, especially his mother. He obeyed his mother when she told him to marry women much older then he was and who was very unattractive, but when he gets in a relationship with Emma Bovary, he starts to disregard his mother’s decisions. You read "Madame Bovary (Roy’s Analysis)" in category "Papers" When the mother came to visit the newly wed couple, young Madame Bovary and she would get into arguments, described in chapter seven page forty. Monsieur Bovary would just watch his wife blatantly disrespect his mother by not humbling herself. He does not even try intercede and correct his wife’s behavior, because, as the Arthur states, â€Å"his [pleasure from] his wife is boundless†. If it still unclear that pleasure is a blinding force, the author states that â€Å" Emma seemed to his perfect, â€Å" even thought his â€Å" perfect† Emma dishonors him by not stinting herself when in the presence of his mother. The pleasure that he gets from young Madame Bovary distorts his logical to the extent that he begins to disregard the words of his mother because they are contrary to the words of wife instead of the inverse. Entering part then of the book, Madame Bovary becomes attached to the presence of a young man Leon. It is clear that she wanted to have an affair with him. When he leaves Madame Bovary is struck with despair and increases in her hostilities. Madame Bovary is clueless to why she has progressed to such an ill state, and when he tries to console her and find out what’s wrong she shrugs and disrespectfully states â€Å"what of it? He is so enrapture by pleasure that he gets just from having Madame Bovary as his wife that he fears to do anything that might jeopardize their relationship he it slave to his desired, and, because had not conquered his desires, as all adults must, he regresses to child like behavior, evidenced in the text when it states that offer Madame Bovary br ushes his sentient behavior away, he â€Å"shut himself in his consulting room †¦. Put his elbows on the table and wept. † He weeps like a child who does not know what to do and like a child writes a note to his mother. Monsieur Bovary still had problems heeding to any advice his mother would give to him because it all supported the idea that Madame Bovary lays a loaner; and monsieur Bovary could not agree to anything that would conflict with the image he has of his wife as â€Å"perfect†. This is farm pleasure is the pleasure of outside acceptance. The term outside acceptance someone ability to be accepted by someone who is not biologically related, and therefore, has to accept them. This form of pleasure is farther enhance by Madame Bovary‘s beauty. When a man falls to this kind of pleasure his development as a man is inhibited. The third example of pleasure inhibiting progress is Madame Bovary constantly seeks pleasure fro men other the husband. This inhibits her ability to from a health relationship between her husband and her child. Madame Bovary has become foolish because of her pleasures. She married to a husband who is deeply in love with her and is considered to be one of the top physicians. She is willing to risk her relationship by going out with strange men when she knows nothing about and can do nothing for her, but see so willingly buy them expensive gifts. Rudolph, one her mistresses, states that most of the gift she gives he does not accept simply because he had no heed. Madame Bovary would continue to push and give gifts to these strange men even though they risk driving her and her husbands businesses into dept. Gustave Flaubert is a French novelist. His works consists of psychological analysis, the individual and the society, and realism. Flaubert was born in December 12, 1821 at a hospital his farther was a physician at. Flaubert has an older brother and a younger sister. They lived in a house connected to the hospital. As Flaubert begins his artistic career, he is heavily influenced by a French writer named Honore de Balzec. They both practice aesthetic to bring beauty to their stories. It was also the first book he got published and brought him the attention of the literary world. Flaubert’s works include A Sentimental Education (1869), a novel dealing again with the theme of the frustrations of middle-class life and human aspirations and The Temptation of St. Anthony (1874), a series of religious tableaux. In 1877, he published Three Tales, which contains short stories, â€Å"A Simple Heart,† â€Å"The Legend of St. Julian the Hospitalier,† and â€Å"Herodias. † Flaubert’s play, The Candidate, failed after a few performances in 1874, and his last novel, Bouvard and Pechuhet, which was unfinished on his death, was published in 1881. Gustave’s sister died during childbirth when Flaubert was twenty-four. She left behind her daughter Caroline Hamard, who was raised by Gustave and his mother. His mother would live with him until his fiftieth year. As an adolescent of fifteen, Flaubert fell in love with an older married woman, Elisa Schlesinger, and remembered her ever after as a pure and innocent love. The young man was sent to Paris, France, to study law. He had easy access to prostitutes, and this led to venereal disease from which he never recovered. In 1845 Flaubert had his first attack of temporal-lobe epilepsy. He was crippled by his seizures, which were terrifying for him and reappeared at intervals throughout his life. In 1846 he had to face the deaths of his father and his beloved sister. Flaubert decided to quit his legal studies, since any emotional excitement brought on an attack of his epilepsy. He felt he must become an observer of life and not a participant in it, so he devoted himself only to his writing. Gustave Flaubert was crippled by syphilis and his rapidly declining health. Two weeks before his death, he told his niece Caroline, â€Å"Sometimes I think I’m liquefying like an old Camembert. † On 8 May, 1880, Flaubert died from brain hemorrhage. Works Cited â€Å"Flaubert, Epilepsy. Famous People Who Suffered from Epilepsy: Gustave Flaubert. † Flaubert, Epilepsy. Famous People Who Suffered from Epilepsy: Gustave Flaubert. N. p. , n. d. Web. 1 Mar. 2013. Flaubert, Gustave, and Claudine Gothot-Mersch. Madame Bovary. Paris: Garnier, 1971. Print. â€Å"World Biography. † Gustave Flaubert Biography. N. p. , n. d. Web. 1 Mar. 2013. How to cite Madame Bovary (Roy’s Analysis), Papers

Case Study In Challenging Circumstances †MyAssignmenthelp.com

Question: Discuss about the Case Study In Challenging Circumstances. Answer: Introduction The South East Asian people were once considered by the world to be lacking inventiveness, long from the prehistoric times, and they were receptive instead of just being creative in their contacts with people from foreign civilizations. From there to the 1990s, the Asian art forms shifted to an explosion of biennials and triennials, showing a shift to the pluralist world. The Asian megacities of Taipei, Fukuoka, Yokohama, and Singapore were key in introducing Asian audiences to foreign art and that motivated them into pushing their own regions figures to the international forefront (Bruun Kalland, 2014). In the history of modern art in Indonesia, Affandi has been referred as being a towering figure. His paintings have often been seen displaying his different emotional responses towards the lives of the people who struggle moving out of poverty towards dignity. He was a self-taught artist, and his early works majorly included representations of animals, people, sun and even several self-portraits. He was often quoted as stating that the motif he knows and likes the best is that of his own face, even if it's ugly and reminds of the dwarf Sukrasana. He became affiliated with the artist group of Lima Bandung. He was working with the likes of Hendra Gunawan, Barli, Sudarso, and Wahdi. The group later went on to become hugely significant in the development of Indonesian modern art. After independence, he became completely involved in making different types of posters that were key in evoking the struggle of the Indonesian people in opposition to the Dutch colonialism (Encyclopedia Britanni ca, 2017). In his early 1950s, his works saw a breakthrough and he started squeezing paint directly from the tube. The resultant paintings showed affinity with the works of Van Gogh and were noticeably expressionistic and expressively resonant. His spontaneous squeezing paint method very soon became an essential part of his signature style. He never learned the use of brushes and palettes, instead of smearing paint around the canvas. He spent weeks studying a subject, but the real painting hardly takes any time more than one and a half hour. He has mentioned that after an hour of working on any painting he feels his emotions declining and he stops then (Affandi.org, 2017). Affandis art changed radically, abandonment of strong linear brush strokes with a high level of realism and a higher level of individual expression. This mastering of the technique by Affandi was seen in his works Self-portrait (1944),which used watercolor having traces of impressionist style, like the oil paintin g Learning Anatomy (1948). In this specific painting, he poured all his emotions with the objects he painted. He was not just merely showing his mastery in the visual impression of the object, but the aesthetic and emotional mastery started to be reflected in his works (Sothebys.com, 2017). As per him, the history of art depends solely on the painter himself, on what he actually wants. It is hard to know the actual motivations for him, but he believes all depends on the people. In todays modern world, Indonesian artists do now wish to be included and they make no failure or want to miss out on the expanding of their artistic ideals. There are many arguments, rivalry, wars, suffering and people who are in need of the most basic things in life. Affandi was doing the art not because he was attempting to be rich but because he had to. His artworks show that his paintings are like a photographic realist, which implies that his paintings are mostly like a picture taken by a camera. Because he uses pastel paint mediums, the signs of psychological factors do not get revealed clearly. An example of his artwork in pastel medium is Kartika (1939) (Herbiga et al., 2017). Another famous South East Asian artist, Ronald Ventura is noted majorly for his paintings that feature complicated layering, combined images, and styles that range from hyperrealism to cartoons and graffiti, even for a large body of sculptural work. He takes the layering procedure in his artwork like a metaphor for the multi-layered national identity of Philippines, his home country. Across the centuries, the huge influence of different occupying powers like Japan, Spain, and the United States, besides the primary indigenous culture, have been able to generate a complicated and sometimes uncomfortable sense of identity (Tan, 2013). Ventura is famous for exploring this psychic and historical phenomenon via a dialogue of pictures that evoke East and West, old and young, high and low, evident in allusions to Old Master paintings or American and Japanese cartoons. He is successful in drawing the consideration to the second skin of cultural signifierswhich is carried by every individual, however unsuspectingly. Ventura sees skin as a kind of expressive surface, that can be written on with a tattoo, or explode outwards for revealing an inner world of fantasy and conflict or even a hidden under layers of imagery. His oeuvre contains a broad and complicated diverse range of forms, styles, and imagery, seen majorly in forms like graffiti, cartoons, hyperrealism, surrealism, pop art. One such example of an artwork can be his The Strong and the Beautiful (2009) (Asiacontemporaryart.com, 2017). In his layers of meaning concept, first of all, he is representing the particular situation of the Asian Filipino culture that is a specific fusion of the native culture and the regional landscapes and heritage, and on the other hand the huge influence of the occupying culture of Japan, Spain, and the United States. This kind of cross-cultural complex relationships bring about a particular unease and Ventura is seeking to expose all the phenomenon with the help of dialogue of imagery from the East and West. Therefore, it is evident that he is completely interested in the notions of borders, transgression, fusions, and struggles. Ventura is more interested in the concept of second skin as that is an expressive surface for different cultural signifiers, whether that is revealed, concealed or written over with tattoos (Artsy.net, 2017). He even makes attempts at broadening the range of his motivations, making use of the universal possibilities of traveling and internet. Venturas paintin gs are mostly a regular fusion of experienced cultures, across his direct will or control. The Filipino artist even manages for archiving these aesthetic qualities in different sculptures he makes, amalgamating vivid and pale, high and low, beautiful and ugly, and joy and sorrow. This kind of technique can be seen in his work Forest (2015) (Artnet.com, 2017). Conclusion Discussing both the styles and thinking of Affandi and Robert Ventura, it can be seen that South East Asian art has truly moved ahead a lot. The shift to the pluralist world has shown the rapid growth of the South East Asian art. Southeast Asian contemporary art has managed to draw ample amount of attention on the world stage by holding the hands of Affandi and now Robert Ventura. On one hand, Affandi took a realistic approach to art, using his hands and fingers to express his emotions. Ventura makes use of graffiti and layers of art to express his. Both of them have significantly contributed to the global art culture. References Affandi.org. (2017).Affandis Paintings Museum Affandi.Affandi.org. Retrieved 19 November 2017, from https://www.affandi.org/collection/affandis Artnet.com. (2017).Ronald Ventura | artnet.Artnet.com. Retrieved 19 November 2017, from https://www.artnet.com/artists/ronald-ventura/ Artsy.net. (2017).Ronald Ventura - 25 Artworks, Bio Shows on Artsy.Artsy.net. Retrieved 19 November 2017, from https://www.artsy.net/artist/ronald-ventura Asiacontemporaryart.com. (2017).ASIA CONTEMPORARY ART | Ronald Ventura.Asiacontemporaryart.com. Retrieved 19 November 2017, from https://www.asiacontemporaryart.com/artists/artist/Ronald_Ventura/en/ Bruun, O., Kalland, A. (2014).Asian perceptions of nature: a critical approach. Routledge. Encyclopedia Britannica. (2017).Affandi | Javanese artist.Encyclopedia Britannica. Retrieved 19 November 2017, from https://www.britannica.com/biography/Affandi Herbiga, U., Styhler-Ayd?n, G., Grandits, D., Stampfer, L., Pontb, U., Mayer, I. (2017). Digital Workflows For Restoration And Management Of The Museum Affandi-A Case Study In Challenging Circumstances.International Archives of the Photogrammetry, Remote Sensing Spatial Information Sciences,42. Sothebys.com. (2017).Affandi and His Portrayal of Life.Sothebys.com. Retrieved 19 November 2017, from https://www.sothebys.com/en/news-video/blogs/all-blogs/eye-on-asia/2016/09/affandi.html Tan, B. H. (2013). Three trends in contemporary art from Southeast Asia.Artlink,33(1), 37.

A Second Chance Essay Example

A Second Chance Essay Persuasive Essay Imagine being fifteen, living in a cage for the rest of your life and dying in the hands of your cellmates. This has been is the case for more than two thousand American teenagers who are sentenced to die in prison, many of which did not even commit the crime. One person in particular was a boy named Ray; he agreed to go with his friend to rob a bank, but did not know his friend had intentions of killing someone. Ray did not even have a weapon, but his soul swooned slowly as he heard the verdict and can recall clearly the tears that dripped down his face when the Judge sentenced IM to life. Tick, tick, tick, is the sound of the metaphoric clock that ticks away slowly as Juvenile youth continue to be sentenced to life in prison without the possibility of parole. Teenagers who are convicted of serious crimes should not be tried as adults and sentenced to life in prison without any possibility of parole because they lack the maturity and brainpower to make responsible d ecisions with the knowledge of their consequences, teenagers ignore the process of rehabilitation to gain the possibility of a second chance, and many teens are sentenced unfairly due to the aspects of ones fife. We will write a custom essay sample on A Second Chance specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on A Second Chance specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on A Second Chance specifically for you FOR ONLY $16.38 $13.9/page Hire Writer One important difference between a teenager and an adult is the development of the brain. There have been studies through MR Machines that concluded that the part of the brain that involves critical thinking thins between ages twelve and fifteen. The grey part of the brain involves the section that contains the humans ability to function in planning, impulse control, and reasoning. This part of the brain spurts in growth during the end of puberty, which is around the late teen years and after the time when any crime was committed. A study done at UCLA showed that a growth in he temporal and parietal lobes spurts from the age of six to thirteen, then quickly dies out during puberty. With these studies, researchers were able to compare the brains of twenty year olds with the brains of twelve to sixteen year olds. The researchers were looking for the production of myelin, which indicates the maturity of the brain. There was a great difference of myelin in the adult brain and the teenagers brain. They concluded that the adult has more executive functions, so they classified the tens brain activity as having impaired executive functioning. Teenagers have different emotions than adults because as the youth grow older, the activity that triggers emotions moves towards the frontal lobe where performance improves. Scientists and doctors understand that the brain of teenagers is a complicated, dynamic area that is not easily understood. Teenagers being tried as adults isnt right because, rather than changing their lives and going to make the community a better place, they sit in their cell with no hope of getting out with no motivation for change. Teenagers in prison deserve a second chance and they are denied the opportunity to rehabilitate or prove their innocence. After many interviews, researchers noticed that the teens regret their past, regret their crime, regret any harm they caused and wish to one day, get out and make the world a better place. Without an opportunity of going on parole to prove their innocence and to show how they have changed, Juveniles are forced to Human Rights Watch completed many studies and they gathered enough information to conclude that forty five percent of youth in prison are being held legally responsible for a crime they did not commit. This situation happened to a 19-year-old boy named Mike Hint. Hint was sentenced for the murder of a young man, as ell as three other people that were involved with the crime. During the court case, Antonio Hint, Mikes father, knew his son was innocent and he mentioned this when he said, Mike wasnt there, I dont know why nobody wont stand up and say he didnt do it. He was put into prison without any chance of parole and the absence of a normal life. Life in prison without the chance of parole should not be the sentence of teenagers because many of the cases are treated unfairly and without Just. Our court is sentencing kids who are not able to vote, buy a lottery ticket, or buy cigarettes to life in prison. Even though a terrible crime may be committed, the youth should be punished for the crime in a way that reflects their age and immaturity, not by the color of their skin. Many of the Juveniles are sentenced to die in prison because of their color and ethnicity. Just as Martin Luther King Jar. Said, We must learn to live together as brothers or perish together as fools. After completing many studies, Human Rights Watch determined that eighty five percent of the youth that are sentenced to life without parole are people of color. Racial sentencing is especially bad in California where seventy five percent of the youth in prison are African American or Hispanic. The Human Rights Watch also noticed that the sentencing of African Americans is eighteen point three times the rate for whites; likewise, Hispanics are sentenced to life at a rate that is five times white youth. All of these examples and reasons should be enough to convince our leaders in this country to take another look at the unfair sentencing that is occurring in this land of the free. Something needs to be done about this tragedy that continues to affect the lives of many individuals as well as the families of teenagers whose lives are have been thrown away due to this devastating policy. 2

The Mysterious Tunguska Explosion of 1908

The Mysterious Tunguska Explosion of 1908 At 7:14 a.m. on June 30, 1908, a giant explosion shook central Siberia. Witnesses close to the event described seeing a fireball in the sky, as bright and hot as another sun. Millions of trees fell and the ground shook. Although a number of scientists investigated, it is still a mystery as to what caused the explosion. The Blast The explosion is estimated to have created the effects of a magnitude 5.0 earthquake, causing buildings to shake, windows to break, and people to be knocked off their feet even at 40 miles away. The blast, centered in a desolate and forested area near the Podkamennaya Tunguska River in Russia, is estimated to have been a thousand times more powerful than the bomb dropped on Hiroshima. The explosion leveled an estimated 80 million trees over an 830 square-mile area in a radial pattern from the blast zone. Dust from the explosion hovered over Europe, reflecting light that was bright enough for Londoners to read at night by it. While many animals were killed in the blast, including hundreds of local reindeer, it is believed that no humans lost their lives in the blast.   Examining the Blast Area The blast zones remote location and the intrusion of worldly affairs (World War I and the Russian Revolution) meant that it wasnt until 1927 19 years after the event that the first scientific expedition was able to examine the blast area. Assuming that the blast had been caused by a falling meteor, the expedition expected to find a huge crater as well as pieces of the meteorite. They found neither. Later expeditions were also unable to find credible evidence to prove the blast was caused by a falling meteor. Cause Of the Explosion In the decades since this huge explosion, scientists and others have attempted to explain the cause of the mysterious Tunguska Event. The most commonly accepted scientific explanation is that either a meteor or a comet entered the Earths atmosphere and exploded a couple of miles above the ground (this explains the lack of impact crater). To cause such a large blast, some scientists determined that the meteor would have weighed around 220 million pounds (110,000 tons) and traveled approximately 33,500 miles per hour before disintegrating. Other scientists say that the meteor would have been much larger, while still others say much smaller. Additional explanations have ranged from the possible to the ludicrous, including a natural gas leak escaped from the ground and exploded, a UFO spaceship crashed, the effects of a meteor destroyed by a UFOs laser in an attempt to save Earth, a black hole that touched Earth, and an explosion caused by scientific tests done by Nikola Tesla. Still a Mystery Over a hundred years later, the Tunguska Event remains a mystery and its causes continue to be debated. The possibility that the blast was caused by a comet or meteor entering the Earths atmosphere creates additional worry. If one meteor could cause this much damage, then there is a serious possibility that in the future, a similar meteor could enter Earths atmosphere and rather than landing in remote Siberia, land on a populated area. The result would be catastrophic.

Article 2 v Article 3 In a Ticking Bomb Scenario Dissertation

Article 2 v Article 3 In a Ticking Bomb Scenario - Dissertation Example This essay discusses that all around the world, the civil societies considered it flagrant violations of human rights. It is also unacceptable under Article 5 of UN Universal Declaration of Human Rights, signatories of Third and fourth Geneva Conventions. Besides United Nations Convention against Torture, ratified by the representatives of 147 countries does not allow torture on captive suspects. The concept of thought experiment was initially introduced by the famous novelist Jean in the year 1960. The driving force of cited thoughts stems from the first Indo China War. The professor of Political Science at Reed College endorsed torturing on suspects provided he or she is involved in claiming or intended to claim numerous lives and destruction of properties through their subversive activities. In accordance with the definition of 1984 United Nations Convention Torture is: â€Å"Any act by which severe pain or suffering, whether physical or mental, is intentionally inflicted on a pe rson for such purposes as obtaining from him, or a third person, information or a confession, punishing him for an act he or a third person has committed or is suspected of having committed, or intimidating or coercing him or a third person, or for any reason based on discrimination of any kind, when such pain or suffering is inflicted by or at the instigation of or with the consent or acquiescence of a public official or other person acting in an official capacity. It does not include pain or suffering arising only from, inherent in, or incidental to, lawful sanctions†. ... In accordance with the definition of 1984 United Nations Convention Torture is: â€Å"Any act by which severe pain or suffering, whether physical or mental, is intentionally inflicted on a person for such purposes as obtaining from him, or a third person, information or a confession, punishing him for an act he or a third person has committed or is suspected of having committed, or intimidating or coercing him or a third person, or for any reason based on discrimination of any kind, when such pain or suffering is inflicted by or at the instigation of or with the consent or acquiescence of a public official or other person acting in an official capacity. It does not include pain or suffering arising only from, inherent in, or incidental to, lawful sanctions†3. Mentioned definition is strictly applicable on the nations and the government sponsored torture. The torture inflicted directly or indirectly includes: a) torture inflicted upon by the gangsters, ethnic group, rebels or t errorists b) abrupt violence during war and c) whipping d) politically motivated torture of all sorts. The intellectuals of the United Kingdom are of the view that though the torture on suspects is not morally justifiable or legally permissible as per UK law. But under certain circumstances, torture on the suspects to get material information may be allowed. For example if a terrorist who is in the custody of law enforcing agencies / investigation agencies planted bomb in a busy shopping area, if exploded may claim hundreds of lives and mass destruction of properties. In such situation, torture on a suspect to get critical information relating to their links with the terrorist

Eco Essay Example | Topics and Well Written Essays - 2500 words

Eco - Essay Example A customer relation is one primary feature of business that can allow a small company to outshine large business competitors without spending much money or time. Truthfully, customer relations will build a concrete reputation for an organization and earn repeat clientele. This paper will address customer relations as a congruent economic issue in an organization. In order for any organization to succeed, it must bear in mind that the ultimate goal of all customer relations programs is to establish and build long-term relationships- those in which customers keeps buying the product or service and recommending it to others- with customers. For an organization to achieve this objective, it may need to go to greater lengths to build strong reputation for lavishing their customers with special services, gifts, discounts or other benefits (Schulz, 2008). Nowadays, customer relations has become such a vital paradigm in modern business that people commonly refer to relations with an organiza tion’s internal and external customers. ... Nevertheless, acquiring clients and maintaining them is yet another challenge facing many organizations worldwide. The main aim for all businesses is to gain the most out of their activities. Therefore, customers and customer relations are essential factors that contribute to achievement of this goal (Bliss, 2006). Cognitively, it becomes vital to focus on customer loyalty in order to achieve an organization’s objectives. The main purpose of most well developed customer relations is to turn one time or occasional clients into loyal buyers. Customer relations specialists distinguish loyalty from satisfaction, putting across that, it is possible for an organization to satisfy customers but have no particular loyalty. Some customers claim to draw satisfaction from one company’s products but still buy competitor’s products as well. Indeed, what mostly drives the emphasis on loyalty is the bottom line (Kollin, 2011). Customer relations analysts assert that, by estimat es, an organization can spend much higher amount of money in attracting new customers compared to that required in bringing back loyal customers. In addition, repeat customers are more likely to recommend the company to others and try to out the company’s latest products and services. The financial results are that a small percentage increase in customer loyalty can translate into significant rise in profits. Nonetheless, the opposite of customer loyalty- customer turnover- can deplete an organization’s marketing resources and signal weaknesses in the firm’s brand image or its competition position. However, it is worth noting that, high turnover does not necessarily depict that the company’s underlying products or services are at fault. Rather, it may be the negativity or

Analyzing Popular Culture Essay Example | Topics and Well Written Essays - 1000 words

Analyzing Popular Culture - Essay Example Although this trend was not suitable for occasions in the past, it has been taken up by stylish people and stars all over the world and has become trendy and â€Å"chic† in the year 2014 ("Farewell to Faux Fashion." 23). Unlike the thoughts of many, the thesis of this paper is that ripped jeans can look good in many different forms and different styles of dressing. The ripped jeans can be dressed up or down, in different styles as either short or long, or even oversize or skinny, but still maintain its goodness in the different styles. A great challenge comes in trying to maintain the comfort while at the same time aiming at portraying an effortlessly pulled together distressed jeans ("Fashion Trends; Ripped Jeans." n.d.). Ripped jeans are a style of denim jeans that features tears and ripped parts which may include the knees, thigh, elbow and many others. Some think of ripped jeans as a sign of overuse. Back in the 1970s and 1980s, glam metal artists and rock and roll punk artists had begun to appear on stage wearing ripped jeans, in an attempt to create a casual punk statement. A good example is the American Poison band for glam metal music back in the 1980s were known for their ripped jeans fashion. After that, the popularity of the ripped jeans began to increase until it attracted designers and teenage fans. In the past couple of years, we began to find ripped jeans in almost all the designer brands and stores. Those who wear ripped jeans were no longer considered shabby. They are instead considered chic and stylish. Even celebrities such as, Kim Kardashian, Rihanna, and Kendall Jenner who are popular musicians seem to love them, and wear them on a regular basis especially during stage performance s. Various controversies have existed about this kind of fashion. Some people have usually had a thought that ripped jeans has no place in the fashion. The

Understanding Health Food Drink Consumers

Understanding Health Food Drink Consumers Health Food Drinks I. Problem definition 1.1 Background India, the worlds largest malt-based drinks market, accounts for 22% of the worlds retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick. The Health food drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at about 90,000 ton and is estimated to be growing at about 4%. These Malt beverages, though, are still an urban phenomenon. White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is the market leader in the white malt beverages category with a 60.7% overall market share. Heinzs Complan comes in second (in this segment, third overall) with a market share of 12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva. Currently, brown drinks (which are cocoa-based) continue to grow at the expense of white drinks like Horlicks and Complan. The share of brown drinks has increased from about 32% to 35% over the last five years. Cadburys Bournvita is the leader in the brown drink segment with a market share of around 15%. Other significant players are Nestlà ©s Milo and GCMMFs Nutramul. 1.2 Problem Statement The project had been undertaken with an objective to understand the customer behaviour in the â€Å"Health Food Drink (HFD)† product category. The objective of the study also included identifying the determinant purchase factors, the customer segments and the sources of information they rely on. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. The brand personality was also studied as a part of the project. II. Literature review Nutrition In India After 4 years of age, a childs energy needs per kilogram of bodyweight are decreasing but the actual amount of energy (calories) required increases, as the child gets older. From 5 years to adolescence, there is a period of slow but steady growth. Dietary intakes of some children may be less than recommended for iron, calcium, vitamins A and D and vitamin C, although in most cases -as long as the energy and protein intakes are adequate and a variety of foods, including fruit and vegetables, are eaten- deficiencies are unlikely. Regular meals and healthy snacks that include carbohydrate -rich foods, fruits and vegetables, dairy products, lean meats, fish, poultry, eggs, legumes and nuts should contribute to proper growth and development without supplying excessive energy to the diet. Children need to drink plenty of fluids, especially if it is hot or they are physically active. Water is obviously a good source of liquid and supplies fluid without calories. Variety is important in childrens diets and other sources of fluid such as milk and milk drinks, fruit juices can also be chosen to provide needed fluids. In India, each State is practically equivalent to a country with its specific socio-economic level, different ethnic groups, food habits, health infrastructures and communication facilities. Thus, the nutritional status of the population shows significant variation between states since it results from a varying combination of factors. In the last 20 years, there has been an improvement in the nutritional status of the Indian population. This improvement results from not only changes in food intake but also socio-economic factors, increased availability of potable water, lower morbidity and improvement of health facilities. In children under five years of age, the marked improvement in nutritional status is shown by the reduction of the prevalence of underweight from 63%, in the 1975-79 period to 53% in the 1988-90 period. The under-five mortality rate (U5MR), an important indicator of the socio-economic development, and health and nutritional status of a society, declined from 282% in 1962 to 115†° in 1994. However, a multitude of infectious diseases such as respiratory and intestinal infections as well as malaria remain the main cause of death in children under five, with malnutrition being an aggravating factor. Measles, tetanus, typhoid and hepatitis are also frequent causes of death during infancy and childhood. In the last 20 years, there have been no significant changes in patterns of dietary intake. Cereals remain the staple food in India providing most of the energy intake. Since the seventies the consumption of foods like pulses, roots and tubers has fallen, while those of other foods like sugar, jaggery (unrefined brown sugar), fats and oils and green leafy vegetables have slightly increased. The average Indian diet remains largely deficient in green leafy vegetables, meat, and fish, milk and milk products. Moreover, it also remains deficient in some micronutrients such as vitamin A, iodine and iron. Adolescents who are undergoing rapid growth and development are one of the nutritionally vulnerable groups who have not received the attention they deserve. In under-nourished children rapid growth during adolescence may increase the severity of under-nutrition. Early marriage and pregnancy will perpetuate both maternal and child under-nutrition. At the other end of spectrum among the affluent segment of population, adolescent obesity is increasingly becoming a problem. Pre-school children constitute the most nutritionally vulnerable segment of the population and their nutritional status is considered to be a sensitive indicator of community health and nutrition. Over the last two decades there has been some improvement in energy intake and substantial reduction in moderate and severe under- nutrition in pre- school children India has enormous under-nutrition and over-nutrition problems Asia has the largest number of malnourished children in the world. The Double Burden of Malnutrition in Asia was inspired by the massive challenge that this situation currently poses for Asia. It describes the main driving forces behind the groundswell of under-nutrition, while shedding light on the emerging double burden of co-existing underweight and overweight, and the linkages between these two different forms of malnutrition. There are two types of nutritional problems one is under-nutrition and another is over-nutrition. Emphasis should be given not only to food but also to care and health, the reason being that even if children in the age group of 0-2 years are able to get food, they may have mothers who do not have enough time to pay attention to their children. Similarly, if there is no health-guaranteeing environment, and children suffer from diarrhoeal diseases, no amount of food will help prevent malnutrition. Over-nutrition, on the other hand, means either too many calories or the wrong types of calories such as saturated fats or highly processed sugar that lead to obesity, vascular diseases, etc. Many developing countries have under-nutrition and those in Europe and North America have over- nutrition problems. There is this in-between category with countries like India that still have an enormous amount of under-nutrition and significant over-nutrition problems. In India, for instance, around 50 per cent of its children under the age of five are undernourished or malnourished. But in urban areas, the over-nutrition problem is shooting up, thanks to the change in lifestyle and food habits. As a result, health systems are under huge stress. When there is malnutrition, there is a higher level of lower birth rate. One in three babies born in India weigh significantly low because their mothers are undernourished. Some low-weight babies die and some survive and those who survive adapt to malnutrition and scarcity. That is, the biological adaptation is programmed to maximize every calorie the body gets. This adaptation that helped a malnourished baby survive suddenly turns out to be a mal-adaptation when the baby becomes an adult. The adult, who was malnourished in the past, gains extra weight even when he takes only normal amount of food because of the biological adaptation. Brand Loyalty Selling to brand loyal[1] customers is far less costly than converting new customers (Reichheld 1996, Rosenberg and Czepiel 1983)[i]. In addition, brand loyalty provides firms with tremendous competitive weapons. Brand loyal consumers are less price sensitive (Krishnamurthi and Raj 1991)[ii]. A strong consumer franchise gives manufacturers leverage with retailers (Aaker 1991) 1. And, loyalty reduces the sensitivity of consumers to marketplace offerings, which gives the firm time to respond to competitive moves (Aaker 1991) 1. In general, brand loyalty is a reflection of brand equity, which for many businesses is the largest single asset. Perhaps the most cited conceptual definition of brand loyalty comes from Jacoby and Chestnut (1978, p. 80)[iii]: â€Å"The biased, behavioral response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological (decision-making, evaluative) processes.† Consistent with this definition are two broad categories of operational definitions. The first stresses the â€Å"behavioral response, expressed over time†Ã¢â‚¬â€typically a series of purchases. As Day (1979) observed[iv], however, the major limitation of behavioral measures is the failure to identify motive and the resulting confusion between brand loyalty and other forms of repeat buying. The major alternative operational definition is based on consumer attitudes, preferences, and purchase intentions. These measures stress the cognitive â€Å"bias,† and the â€Å"psychological (decision-making evaluative) proc esses† underlying loyalty. Health Related Expenses KSA TECHNOPAK has conceived an innovative product called Health Outlook 2003, which provides strategic insights to consumer shopping and buying behavior. Apart from the consumer insights, complete health profiling is also done for providing derived disease incidence and prevalence in the country. This Pan Indian research model provides large research depths by covering about 10,000 households across cities like Chandigarh, Delhi, Jaipur, Lucknow, Ludhiana, Calcutta, Patna, Bangalore, Chennai, Cochin, Hyderabad, Madurai, Ahmedabad, Indore, Mumbai, Nagpur, Pune and Surat. The rich respondent profile includes SEC A, B and C giving a good coverage for demographic types. Health Outlook shows that health enjoys about 9.4 per cent share of the wallet of Indian consumer and is on the rise for the last three years. This spend includes health supplements, health drinks, doctors and consultants fees, medicines, medical insurance, regular check ups etc. About 91 per cent of this was out-of-pocket expense and only 9 per cent came from employers and insurance. Analysis of the consumers drug purchase behaviour shows that 59 per cent use old prescriptions and 29 per cent use over-the-counter drugs, meaning 88 cent of the consumers indulged in self-medication. Consumer attitudes to health drinks are mainly influenced by quality attributes. Ethical factors are important in some cases, but they may be overstated. The relationships between consumers awareness of health drink, price and perceived quality of food were investigated by tests involving series of consumer panels and sensory evaluation. Sensory responses were also matched to instrumental analysis data. Results indicated that overall there was no relation between panelists views about health drinks and their sensory perceptions. Eighty percent of the panelists felt that organic products were too expensive, but would buy them if they were cheaper. However the study showed that most of the people would not be likely to change their preference once they had made a product choice based upon sensory attributes. This has important implications, indicating that not only price, but also sensory quality of health drink must be considered in order to maintain repeated purchases by most consume rs. It is widely accepted that consumer acceptance of drinks is mainly determined by their sensory perception, while choice is strongly influenced by the perceived value for money. Ethical factors are important in some cases, but they may be overstated. Although comparisons between organic and conventional drinks have been reported for a range of attributes, measures of the quality of health drinks as perceived by consumers using objective sensory evaluation methods, or the relevance of any preconceptions in perception have not been studied. This study aimed to investigate the relationship of objective quality measurements including sensory attributes and consumer perception of organically and conventionally produced health drink products. About two thirds of the consumers that participated in the survey believed that health drink is good for the environment, and 55% thought that it is healthier. However there was some confusion relating to the use of pesticides and chemicals in that. Few consumers distinguished health drinks by appearance or taste. Buyers of health drinks were more likely to indicate that the appearance and taste are better, but environmental protection was still the dominant perceived benefit. Buyers who believe that health drink is better also think that it is expensive (p II. Approach to the problem Objective or theoretical framework The objective of this research is to identify the factors that influence a person into making a decision to buy a certain brand of malt-based health drink. As mentioned in the Literature Review, according to industry analysts, this category has grown only on promotions and for now, except for promotions, nothing seems to be working. Therefore, ideally, this research should be able to bring to the fore, certain other factors that could lead to a growth of this segment. At the very least, the research should corroborate the existing assumptions regarding the influencing factors. It should be in a position to verify that the steps various players are taking to stimulate volumes are in the right direction, and would eventually lead to an increase in market share. Research Questions I. What are the different â€Å"Customer Segments† depending upon the preferences? II. What is the perception of people towards the leading brands of Health Food Drinks? III. What are different factors that influence the customer when He/She buys a Health Food Drink? IV. Who are the major Influencers in the purchase decision of Health Food Drinks? Identification of information needed After fixing the objective, we started an extensive reading on the topic. The very first question we needed to clear in our mind was: â€Å"What does Health Food Drinks mean?† Therefore we narrowed down to the malt-based Health drinks like Bournvita and Horlicks. The subsequent readings helped us understand the consumer patterns and perceived needs of the consumers from a health drink. Depending upon that, we listed down several factors that can influence a consumer in buying or not buying a health drink. The study on â€Å"Consumer Behaviour† throws light on the prevalent consumer purchase influencers like Price, Nourishment, Palatability, and Packaging which are included in the purchase influence factors in the questionnaire The Literature on â€Å"Indian Nourishment† shows that the Indian consumer is getting more and more health conscious and thus there is huge potential for the health drinks in the Indian market. Nowadays there can be a number of sources that influence a family in buying a Health Drink. These sources can be promotions, Doctors Advice, Peer Group talks ( word of mouth) and choice of the children themselves. Since the malt-based health-drink segment is broadly divided into 2 categories brown (cocoa-based) and white, therefore it was decided to study the leading brands available in both these categories. We visited retail outlets in different parts of South Delhi to determine the most popular brands. We have assumed that brands that are most visible and widely available are the most popular, as retailers would stock only those brands that invoke maximum sales All identified factors were discussed and screened by the research team. In this process, factors that did not convey much, did not sound authentic or did not differ much from other factors were eliminated. III. Research Design The methodology followed for analyzing the consumer behavior of health food drink customers. 3.1 Preliminary Investigation This phase involved preliminary investigation of the various factors which could possibly affect the consumers perception about the various brands and in turn influence the purchase decisions of the consumer. We primarily used three methods to identify the various factors. The Secondary data gathered was analyzed to understand the current scenario of the Health drinks segment. The analysis of the secondary data also helped us find different attributes which affect the health drinks segment. 3.2 Collection of Quantitative data Measurement and Scaling Procedures: Non-Comparative Rating scale is used in which respondents evaluate only one object at a time, and for this reason noncomparative scales are often referred to as monadic scales. Noncomparative techniques consist of continuous and itemized rating scales. We have used continuous rating scale in order to rate the choices for purchase considerations and the sources of purchase decisions. Questionnaire Design: This phase involved the design of the questionnaire on the basis of the potential factors identified as influencing the customer behavior. Research problems were listed and then the information needed was identified. The questions were then prepared in order to fulfill the information requirements as identified earlier. Survey: Different Survey methods were used for collection of data. The principle method used was Personal Interviewing of the respondents. In-Home interviews were conducted by us at various locations in Delhi. We also did Mall Intercept at popular markets like Sarojini Nagar and Malviya Nagar. Due to the shortage of time, we conducted a few telephonic interviews to maintain diversity in data. 3.3 Sampling Process Target Population: The target population is the collection of elements or objects that process the information sought by the researcher and about which inferences are to be made. Our target population involves the users, deciders and buyers of health food drinks. The users include the old and the young population. The deciders and the buyers mostly include the house wives who buy the product from the market. Sample Size: It denotes the number of elements to be included in the study. Due to time constraints the sample size chosen is very small. Sampling Technique: A mixture of quota and stratified method was used for sampling, with care being taken to get responses from customers of different age groups and different family sizes. iv. Fieldwork The survey was conducted keeping in mind the users and deciders of the health drinks. The survey was conducted in the Paschim Vihar and Ranibagh Areas of Delhi. We made several trips to the local market (Sarojini Nagar and Malviya Nagar) and the nearby households to gather information from relevant people. V. Data Interpretation and Analysis 5.1 Data Analysis Plan This chapter shows how the information needed to answer the three key research questions have been extracted via the questionnaire. Q1 explicitly asked the respondents if a health drink is used in the family or by them. The questionnaire was not administered to the respondents that answered NO to this question. Such respondents have not been included in the sample size of 60 that has been mentioned. Q2 to Q6 of the questionnaire are used to get the general details about the respondent (age, educational qualification, annual income, family size and number of children in the family. Q4 explicitly asked the respondents about the size of the family and Q6 asked about the number of children in the respondents family. Q7 explicitly asks the brand preference of the respondent about the health drink. Q8 asks the respondents to rate the importance of the following purchase considerations on a scale of 1(Very unimportant) to 5 (Very Important): a) Nourishment b) Colour c) Palatability d) Economy e) Shelf-presence f) Packaging g) Brand Image h) Promotions These attributes were decided after a thorough secondary data analysis. However some of these attributes might have similar effect on the consumer preference. Therefore we conduct a factor analysis to find out the factors to which one or more of the above variables belong. Q9 asks the respondents to rate the Sources of Information influencing the Purchase Decision. The following sources were considered: a) Advertisement b) Children c) Doctor d) Family e) Past experience f) Retailer g) Word of mouth The respondents were asked to rank the factors in order of importance. Q10 ask the respondents to score each of the brands on the various product attributes on a scale of 1 5. Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were: a) Boost b) Bournvita c) Complan d) Horlicks e) Milo Q11 and Q12 are used to determine the brand loyalty of the respondent towards the health drink, thus asking the switching pattern of the users. Q13 in the Questionnaire attempts to find the Brand Personality by asking customers the perceived traits of each of the leading brands of health drinks available in the market today. It is very important to realize that these are not the attributes that the drink claims to possess, via its advertisements and other promotional activities. For e.g. Boost in its campaign claims that â€Å"Boost is the secret of my energy†, but rather the attributes the customer feels that the drink possesses. Therefore, if respondents identify spiritedness with Boost it would imply that Boost is successful in its marketing strategy. The responses to this question would also be important to other players in this segment, as they would realize that their promotions are not being effective and hence this would encourage them to redirect their marketing efforts. Apart from spiritedness, the other important traits have been identified as Modesty, Honesty, Cheerfulness, Boldness, Spiritedness, Reliabil ity, Sophistication, Toughness, and Ruggedness. 5.2 Methodology Questionnaire Checking/Editing: The questionnaire is checked for completion and interviewing quality. Editing is the review of the questionnaire with the objective of increasing accuracy and precision. Collation of Data: The data is collated in the excel sheet and prepared for statistical analysis. An SPSS view of the data was also taken for further analysis. Choice of Statistical Analysis Techniques: T-statistic: A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors or sources of information to find out the most important influencing the purchasing decision. T-test was also conducted on the various product attributes for different brands. Anova: It is carried to study the variance of the factors or product attributes that influence the most among the various demographic groups by conducting the one way Anova test on the scores of these 8 factors. Factor Analysis: The various variables that denote the product attributes that determine the purchasing decision can be actually factored using factor analysis. This factoring of the variables helps in easily studying the consumer behaviour. Cluster Analysis: The set of respondents was segmented on the basis of the demographic information namely ‘age-group, ‘income-group, ‘education, ‘family size etc using cluster analysis so as to identify the distinct clusters depending upon these demographic factors. Multi Dimensional Scaling: This analysis was performed on the overall samples as well as on the 2 segments individually so as to gauge the difference in their perceptions. The selection process depends on the fact that it is conducted on the aggregate level data, i.e. that on the two clusters formed after cluster analysis. This is due to the fact that all market strategies are typically formulated at the segment or aggregate level. 5.3 Analysis and Interpretation Sources of Information influencing the Purchase Decision h) Advertisement i) Children j) Doctor k) Family l) Past experience m) Retailer n) Word of mouth The respondents were asked to rank the factors in order of importance. A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors. The results of the test are as shown in the Exhibit 1. We can say from the results that there is a significant difference between the ranks of the factors with a 95% confidence. The two most important factors that emerge out of the tests overall are the â€Å"Family doctor† and the influence of the â€Å"Family†. This finding is an important implication for product placement. We can say that the health food drinks should appeal to the complete family rather than only a particular age group. Doctors can also be an important influencer or opinion leader and hence should be targeted in the product promotions. Some products have been promoting their products using comparative advertisements including testifications by the doctors. A second test can be conducted in the same manner taking only the cases where the people are having kids in the family. The results are shown in the Exhibit 2. We observe that the two most important factors differ from the first scenario. The two most important factors that emerge out of the test are â€Å"Family Doctor† and â€Å"Advertisement†. Thus it can be concluded that advertisements have an important influence on the families having kids or in turn the kids. This can be easily observed from the large number of advertisements directed towards the well being of kids. Product Attributes Influencing the Purchase Decision The following product attributes were identified as influencing the purchase decisions of the customers: a) Nourishment b) Colour c) Palatability d) Economy e) Shelf-presence f) Packaging g) Brand Image h) Promotions The respondents were asked to score the importance of the factors on a scale of 1 to 5, with 5 being the most important. A t-test was conducted on the scores of the factors in order to find the most important factors. The t-test shows there is a significant difference between the scores of the various factors with a 95% confidence. The results of the test are shown in Exhibit 3. We observe from the results that the two most important product attributes in making a purchase decision are the â€Å"Palatability† and the â€Å"Nourishment† perception in the minds of the customers. These factors turn out to be the same irrespective of whether there are children in the family or not. We then study the variance of these factors among various demographic groups by conducting the one way Anova test on the scores of these 8 factors. We studied the variance of the mean scores of these attributes among the various groups differentiated by the following factors:- a) Income b) Education c) Age d) Family size The results of the Anova tests which were conducted on the data are as shown in the Exhibits 4-7. We observe that there are no significant differences in the scores of the product attributes in different groups as classified by â€Å"Income†, â€Å"Education† and â€Å"Family size† within a 95% confidence interval. However there is a significant different on the â€Å"Nourishment† and â€Å"Economy† product attributes of health food drinks. As is observed from the mean scores, the â€Å"Nourishment† aspect becomes particularly important for people above the age of 60. It is also important for people who are young in age i.e. less than 20. However it does not seem to be very significant for people in the age group 33- 45. The factor analysis of these attributes is done in the following section. Factor Analysis of Purchase Considerations The factor analysis of the 8 product attributes yields the following 3 factors: Factor I: Promotion, Shelf-Presence, Packaging Economy Factor II: Palatability, Brand Factor III: Nourishment, Colour (For the output of factor analysis, refer to exhibit 8.) As factor I encompass the accessibility and affordability of the product, it can be termed as ‘Purchase Feasibility. As factor II encompass the palatability and brand value of the product, it can be termed as ‘Likeability. As factor III encompass the nutritional value and colour, an indicator of quality, of the product, it can be termed as ‘Utility. Customer Segmentation The set of respondents was segmented on the basis of the demographic information namely ‘age-group, ‘income-group, ‘education, ‘family size etc. The cluster analysis on these demographic variables yields the following 2 clusters: * Cluster 1: The members are almost uniformly distributed across all age segments except under-20 in which no member lies. However, the family size is large than 3 for all the members and a majority of members having 1-2 child in the family. The cluster size is 27 respondents. * Cluster 2: All the members in this cluster are less than the age of 32 yrs, with the majority being less than 20 yrs. Around 90% of the members were either single or couple thus suggesting that the members were either students, or bachelor/newly-married young working professionals. The cluster size is 30 respondents. * As the consumption in cluster 2 would be lower than the large families comprising kids older persons because of less health concerns and preference for alternative beverages, the price sensitivity of cluster 2 would be low while cluster 1 is concerned about economy. (For output of cluster analysis, refer to Exhibit 9). Thus, cluster 1 could be termed as ‘value-seekers while cluster 2 could be termed as ‘quality-seekers. Different Brands on Product Attributes Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were: f) Boost g) Bournvita h) Complan i) Horlicks j) Milo The respondents were asked to score each of the brands on the various product attributes on a scale of 1 5. T-test was conducted on the various product attributes for different brands. The results have been shown in Exhibit 11. The number of respondents who were consuming the various brands is as shown in the pie chart. As we can observe from the graph, Bournvita is found to be the leading brand closely followed by Horlicks, while the other brands do not have a large taking from our survey. The results of the various brands on different attributes are as follows: a) Nourishment: Horlicks scores well above all the b Understanding Health Food Drink Consumers Understanding Health Food Drink Consumers Health Food Drinks I. Problem definition 1.1 Background India, the worlds largest malt-based drinks market, accounts for 22% of the worlds retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick. The Health food drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at about 90,000 ton and is estimated to be growing at about 4%. These Malt beverages, though, are still an urban phenomenon. White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is the market leader in the white malt beverages category with a 60.7% overall market share. Heinzs Complan comes in second (in this segment, third overall) with a market share of 12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva. Currently, brown drinks (which are cocoa-based) continue to grow at the expense of white drinks like Horlicks and Complan. The share of brown drinks has increased from about 32% to 35% over the last five years. Cadburys Bournvita is the leader in the brown drink segment with a market share of around 15%. Other significant players are Nestlà ©s Milo and GCMMFs Nutramul. 1.2 Problem Statement The project had been undertaken with an objective to understand the customer behaviour in the â€Å"Health Food Drink (HFD)† product category. The objective of the study also included identifying the determinant purchase factors, the customer segments and the sources of information they rely on. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. The brand personality was also studied as a part of the project. II. Literature review Nutrition In India After 4 years of age, a childs energy needs per kilogram of bodyweight are decreasing but the actual amount of energy (calories) required increases, as the child gets older. From 5 years to adolescence, there is a period of slow but steady growth. Dietary intakes of some children may be less than recommended for iron, calcium, vitamins A and D and vitamin C, although in most cases -as long as the energy and protein intakes are adequate and a variety of foods, including fruit and vegetables, are eaten- deficiencies are unlikely. Regular meals and healthy snacks that include carbohydrate -rich foods, fruits and vegetables, dairy products, lean meats, fish, poultry, eggs, legumes and nuts should contribute to proper growth and development without supplying excessive energy to the diet. Children need to drink plenty of fluids, especially if it is hot or they are physically active. Water is obviously a good source of liquid and supplies fluid without calories. Variety is important in childrens diets and other sources of fluid such as milk and milk drinks, fruit juices can also be chosen to provide needed fluids. In India, each State is practically equivalent to a country with its specific socio-economic level, different ethnic groups, food habits, health infrastructures and communication facilities. Thus, the nutritional status of the population shows significant variation between states since it results from a varying combination of factors. In the last 20 years, there has been an improvement in the nutritional status of the Indian population. This improvement results from not only changes in food intake but also socio-economic factors, increased availability of potable water, lower morbidity and improvement of health facilities. In children under five years of age, the marked improvement in nutritional status is shown by the reduction of the prevalence of underweight from 63%, in the 1975-79 period to 53% in the 1988-90 period. The under-five mortality rate (U5MR), an important indicator of the socio-economic development, and health and nutritional status of a society, declined from 282% in 1962 to 115†° in 1994. However, a multitude of infectious diseases such as respiratory and intestinal infections as well as malaria remain the main cause of death in children under five, with malnutrition being an aggravating factor. Measles, tetanus, typhoid and hepatitis are also frequent causes of death during infancy and childhood. In the last 20 years, there have been no significant changes in patterns of dietary intake. Cereals remain the staple food in India providing most of the energy intake. Since the seventies the consumption of foods like pulses, roots and tubers has fallen, while those of other foods like sugar, jaggery (unrefined brown sugar), fats and oils and green leafy vegetables have slightly increased. The average Indian diet remains largely deficient in green leafy vegetables, meat, and fish, milk and milk products. Moreover, it also remains deficient in some micronutrients such as vitamin A, iodine and iron. Adolescents who are undergoing rapid growth and development are one of the nutritionally vulnerable groups who have not received the attention they deserve. In under-nourished children rapid growth during adolescence may increase the severity of under-nutrition. Early marriage and pregnancy will perpetuate both maternal and child under-nutrition. At the other end of spectrum among the affluent segment of population, adolescent obesity is increasingly becoming a problem. Pre-school children constitute the most nutritionally vulnerable segment of the population and their nutritional status is considered to be a sensitive indicator of community health and nutrition. Over the last two decades there has been some improvement in energy intake and substantial reduction in moderate and severe under- nutrition in pre- school children India has enormous under-nutrition and over-nutrition problems Asia has the largest number of malnourished children in the world. The Double Burden of Malnutrition in Asia was inspired by the massive challenge that this situation currently poses for Asia. It describes the main driving forces behind the groundswell of under-nutrition, while shedding light on the emerging double burden of co-existing underweight and overweight, and the linkages between these two different forms of malnutrition. There are two types of nutritional problems one is under-nutrition and another is over-nutrition. Emphasis should be given not only to food but also to care and health, the reason being that even if children in the age group of 0-2 years are able to get food, they may have mothers who do not have enough time to pay attention to their children. Similarly, if there is no health-guaranteeing environment, and children suffer from diarrhoeal diseases, no amount of food will help prevent malnutrition. Over-nutrition, on the other hand, means either too many calories or the wrong types of calories such as saturated fats or highly processed sugar that lead to obesity, vascular diseases, etc. Many developing countries have under-nutrition and those in Europe and North America have over- nutrition problems. There is this in-between category with countries like India that still have an enormous amount of under-nutrition and significant over-nutrition problems. In India, for instance, around 50 per cent of its children under the age of five are undernourished or malnourished. But in urban areas, the over-nutrition problem is shooting up, thanks to the change in lifestyle and food habits. As a result, health systems are under huge stress. When there is malnutrition, there is a higher level of lower birth rate. One in three babies born in India weigh significantly low because their mothers are undernourished. Some low-weight babies die and some survive and those who survive adapt to malnutrition and scarcity. That is, the biological adaptation is programmed to maximize every calorie the body gets. This adaptation that helped a malnourished baby survive suddenly turns out to be a mal-adaptation when the baby becomes an adult. The adult, who was malnourished in the past, gains extra weight even when he takes only normal amount of food because of the biological adaptation. Brand Loyalty Selling to brand loyal[1] customers is far less costly than converting new customers (Reichheld 1996, Rosenberg and Czepiel 1983)[i]. In addition, brand loyalty provides firms with tremendous competitive weapons. Brand loyal consumers are less price sensitive (Krishnamurthi and Raj 1991)[ii]. A strong consumer franchise gives manufacturers leverage with retailers (Aaker 1991) 1. And, loyalty reduces the sensitivity of consumers to marketplace offerings, which gives the firm time to respond to competitive moves (Aaker 1991) 1. In general, brand loyalty is a reflection of brand equity, which for many businesses is the largest single asset. Perhaps the most cited conceptual definition of brand loyalty comes from Jacoby and Chestnut (1978, p. 80)[iii]: â€Å"The biased, behavioral response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological (decision-making, evaluative) processes.† Consistent with this definition are two broad categories of operational definitions. The first stresses the â€Å"behavioral response, expressed over time†Ã¢â‚¬â€typically a series of purchases. As Day (1979) observed[iv], however, the major limitation of behavioral measures is the failure to identify motive and the resulting confusion between brand loyalty and other forms of repeat buying. The major alternative operational definition is based on consumer attitudes, preferences, and purchase intentions. These measures stress the cognitive â€Å"bias,† and the â€Å"psychological (decision-making evaluative) proc esses† underlying loyalty. Health Related Expenses KSA TECHNOPAK has conceived an innovative product called Health Outlook 2003, which provides strategic insights to consumer shopping and buying behavior. Apart from the consumer insights, complete health profiling is also done for providing derived disease incidence and prevalence in the country. This Pan Indian research model provides large research depths by covering about 10,000 households across cities like Chandigarh, Delhi, Jaipur, Lucknow, Ludhiana, Calcutta, Patna, Bangalore, Chennai, Cochin, Hyderabad, Madurai, Ahmedabad, Indore, Mumbai, Nagpur, Pune and Surat. The rich respondent profile includes SEC A, B and C giving a good coverage for demographic types. Health Outlook shows that health enjoys about 9.4 per cent share of the wallet of Indian consumer and is on the rise for the last three years. This spend includes health supplements, health drinks, doctors and consultants fees, medicines, medical insurance, regular check ups etc. About 91 per cent of this was out-of-pocket expense and only 9 per cent came from employers and insurance. Analysis of the consumers drug purchase behaviour shows that 59 per cent use old prescriptions and 29 per cent use over-the-counter drugs, meaning 88 cent of the consumers indulged in self-medication. Consumer attitudes to health drinks are mainly influenced by quality attributes. Ethical factors are important in some cases, but they may be overstated. The relationships between consumers awareness of health drink, price and perceived quality of food were investigated by tests involving series of consumer panels and sensory evaluation. Sensory responses were also matched to instrumental analysis data. Results indicated that overall there was no relation between panelists views about health drinks and their sensory perceptions. Eighty percent of the panelists felt that organic products were too expensive, but would buy them if they were cheaper. However the study showed that most of the people would not be likely to change their preference once they had made a product choice based upon sensory attributes. This has important implications, indicating that not only price, but also sensory quality of health drink must be considered in order to maintain repeated purchases by most consume rs. It is widely accepted that consumer acceptance of drinks is mainly determined by their sensory perception, while choice is strongly influenced by the perceived value for money. Ethical factors are important in some cases, but they may be overstated. Although comparisons between organic and conventional drinks have been reported for a range of attributes, measures of the quality of health drinks as perceived by consumers using objective sensory evaluation methods, or the relevance of any preconceptions in perception have not been studied. This study aimed to investigate the relationship of objective quality measurements including sensory attributes and consumer perception of organically and conventionally produced health drink products. About two thirds of the consumers that participated in the survey believed that health drink is good for the environment, and 55% thought that it is healthier. However there was some confusion relating to the use of pesticides and chemicals in that. Few consumers distinguished health drinks by appearance or taste. Buyers of health drinks were more likely to indicate that the appearance and taste are better, but environmental protection was still the dominant perceived benefit. Buyers who believe that health drink is better also think that it is expensive (p II. Approach to the problem Objective or theoretical framework The objective of this research is to identify the factors that influence a person into making a decision to buy a certain brand of malt-based health drink. As mentioned in the Literature Review, according to industry analysts, this category has grown only on promotions and for now, except for promotions, nothing seems to be working. Therefore, ideally, this research should be able to bring to the fore, certain other factors that could lead to a growth of this segment. At the very least, the research should corroborate the existing assumptions regarding the influencing factors. It should be in a position to verify that the steps various players are taking to stimulate volumes are in the right direction, and would eventually lead to an increase in market share. Research Questions I. What are the different â€Å"Customer Segments† depending upon the preferences? II. What is the perception of people towards the leading brands of Health Food Drinks? III. What are different factors that influence the customer when He/She buys a Health Food Drink? IV. Who are the major Influencers in the purchase decision of Health Food Drinks? Identification of information needed After fixing the objective, we started an extensive reading on the topic. The very first question we needed to clear in our mind was: â€Å"What does Health Food Drinks mean?† Therefore we narrowed down to the malt-based Health drinks like Bournvita and Horlicks. The subsequent readings helped us understand the consumer patterns and perceived needs of the consumers from a health drink. Depending upon that, we listed down several factors that can influence a consumer in buying or not buying a health drink. The study on â€Å"Consumer Behaviour† throws light on the prevalent consumer purchase influencers like Price, Nourishment, Palatability, and Packaging which are included in the purchase influence factors in the questionnaire The Literature on â€Å"Indian Nourishment† shows that the Indian consumer is getting more and more health conscious and thus there is huge potential for the health drinks in the Indian market. Nowadays there can be a number of sources that influence a family in buying a Health Drink. These sources can be promotions, Doctors Advice, Peer Group talks ( word of mouth) and choice of the children themselves. Since the malt-based health-drink segment is broadly divided into 2 categories brown (cocoa-based) and white, therefore it was decided to study the leading brands available in both these categories. We visited retail outlets in different parts of South Delhi to determine the most popular brands. We have assumed that brands that are most visible and widely available are the most popular, as retailers would stock only those brands that invoke maximum sales All identified factors were discussed and screened by the research team. In this process, factors that did not convey much, did not sound authentic or did not differ much from other factors were eliminated. III. Research Design The methodology followed for analyzing the consumer behavior of health food drink customers. 3.1 Preliminary Investigation This phase involved preliminary investigation of the various factors which could possibly affect the consumers perception about the various brands and in turn influence the purchase decisions of the consumer. We primarily used three methods to identify the various factors. The Secondary data gathered was analyzed to understand the current scenario of the Health drinks segment. The analysis of the secondary data also helped us find different attributes which affect the health drinks segment. 3.2 Collection of Quantitative data Measurement and Scaling Procedures: Non-Comparative Rating scale is used in which respondents evaluate only one object at a time, and for this reason noncomparative scales are often referred to as monadic scales. Noncomparative techniques consist of continuous and itemized rating scales. We have used continuous rating scale in order to rate the choices for purchase considerations and the sources of purchase decisions. Questionnaire Design: This phase involved the design of the questionnaire on the basis of the potential factors identified as influencing the customer behavior. Research problems were listed and then the information needed was identified. The questions were then prepared in order to fulfill the information requirements as identified earlier. Survey: Different Survey methods were used for collection of data. The principle method used was Personal Interviewing of the respondents. In-Home interviews were conducted by us at various locations in Delhi. We also did Mall Intercept at popular markets like Sarojini Nagar and Malviya Nagar. Due to the shortage of time, we conducted a few telephonic interviews to maintain diversity in data. 3.3 Sampling Process Target Population: The target population is the collection of elements or objects that process the information sought by the researcher and about which inferences are to be made. Our target population involves the users, deciders and buyers of health food drinks. The users include the old and the young population. The deciders and the buyers mostly include the house wives who buy the product from the market. Sample Size: It denotes the number of elements to be included in the study. Due to time constraints the sample size chosen is very small. Sampling Technique: A mixture of quota and stratified method was used for sampling, with care being taken to get responses from customers of different age groups and different family sizes. iv. Fieldwork The survey was conducted keeping in mind the users and deciders of the health drinks. The survey was conducted in the Paschim Vihar and Ranibagh Areas of Delhi. We made several trips to the local market (Sarojini Nagar and Malviya Nagar) and the nearby households to gather information from relevant people. V. Data Interpretation and Analysis 5.1 Data Analysis Plan This chapter shows how the information needed to answer the three key research questions have been extracted via the questionnaire. Q1 explicitly asked the respondents if a health drink is used in the family or by them. The questionnaire was not administered to the respondents that answered NO to this question. Such respondents have not been included in the sample size of 60 that has been mentioned. Q2 to Q6 of the questionnaire are used to get the general details about the respondent (age, educational qualification, annual income, family size and number of children in the family. Q4 explicitly asked the respondents about the size of the family and Q6 asked about the number of children in the respondents family. Q7 explicitly asks the brand preference of the respondent about the health drink. Q8 asks the respondents to rate the importance of the following purchase considerations on a scale of 1(Very unimportant) to 5 (Very Important): a) Nourishment b) Colour c) Palatability d) Economy e) Shelf-presence f) Packaging g) Brand Image h) Promotions These attributes were decided after a thorough secondary data analysis. However some of these attributes might have similar effect on the consumer preference. Therefore we conduct a factor analysis to find out the factors to which one or more of the above variables belong. Q9 asks the respondents to rate the Sources of Information influencing the Purchase Decision. The following sources were considered: a) Advertisement b) Children c) Doctor d) Family e) Past experience f) Retailer g) Word of mouth The respondents were asked to rank the factors in order of importance. Q10 ask the respondents to score each of the brands on the various product attributes on a scale of 1 5. Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were: a) Boost b) Bournvita c) Complan d) Horlicks e) Milo Q11 and Q12 are used to determine the brand loyalty of the respondent towards the health drink, thus asking the switching pattern of the users. Q13 in the Questionnaire attempts to find the Brand Personality by asking customers the perceived traits of each of the leading brands of health drinks available in the market today. It is very important to realize that these are not the attributes that the drink claims to possess, via its advertisements and other promotional activities. For e.g. Boost in its campaign claims that â€Å"Boost is the secret of my energy†, but rather the attributes the customer feels that the drink possesses. Therefore, if respondents identify spiritedness with Boost it would imply that Boost is successful in its marketing strategy. The responses to this question would also be important to other players in this segment, as they would realize that their promotions are not being effective and hence this would encourage them to redirect their marketing efforts. Apart from spiritedness, the other important traits have been identified as Modesty, Honesty, Cheerfulness, Boldness, Spiritedness, Reliabil ity, Sophistication, Toughness, and Ruggedness. 5.2 Methodology Questionnaire Checking/Editing: The questionnaire is checked for completion and interviewing quality. Editing is the review of the questionnaire with the objective of increasing accuracy and precision. Collation of Data: The data is collated in the excel sheet and prepared for statistical analysis. An SPSS view of the data was also taken for further analysis. Choice of Statistical Analysis Techniques: T-statistic: A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors or sources of information to find out the most important influencing the purchasing decision. T-test was also conducted on the various product attributes for different brands. Anova: It is carried to study the variance of the factors or product attributes that influence the most among the various demographic groups by conducting the one way Anova test on the scores of these 8 factors. Factor Analysis: The various variables that denote the product attributes that determine the purchasing decision can be actually factored using factor analysis. This factoring of the variables helps in easily studying the consumer behaviour. Cluster Analysis: The set of respondents was segmented on the basis of the demographic information namely ‘age-group, ‘income-group, ‘education, ‘family size etc using cluster analysis so as to identify the distinct clusters depending upon these demographic factors. Multi Dimensional Scaling: This analysis was performed on the overall samples as well as on the 2 segments individually so as to gauge the difference in their perceptions. The selection process depends on the fact that it is conducted on the aggregate level data, i.e. that on the two clusters formed after cluster analysis. This is due to the fact that all market strategies are typically formulated at the segment or aggregate level. 5.3 Analysis and Interpretation Sources of Information influencing the Purchase Decision h) Advertisement i) Children j) Doctor k) Family l) Past experience m) Retailer n) Word of mouth The respondents were asked to rank the factors in order of importance. A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors. The results of the test are as shown in the Exhibit 1. We can say from the results that there is a significant difference between the ranks of the factors with a 95% confidence. The two most important factors that emerge out of the tests overall are the â€Å"Family doctor† and the influence of the â€Å"Family†. This finding is an important implication for product placement. We can say that the health food drinks should appeal to the complete family rather than only a particular age group. Doctors can also be an important influencer or opinion leader and hence should be targeted in the product promotions. Some products have been promoting their products using comparative advertisements including testifications by the doctors. A second test can be conducted in the same manner taking only the cases where the people are having kids in the family. The results are shown in the Exhibit 2. We observe that the two most important factors differ from the first scenario. The two most important factors that emerge out of the test are â€Å"Family Doctor† and â€Å"Advertisement†. Thus it can be concluded that advertisements have an important influence on the families having kids or in turn the kids. This can be easily observed from the large number of advertisements directed towards the well being of kids. Product Attributes Influencing the Purchase Decision The following product attributes were identified as influencing the purchase decisions of the customers: a) Nourishment b) Colour c) Palatability d) Economy e) Shelf-presence f) Packaging g) Brand Image h) Promotions The respondents were asked to score the importance of the factors on a scale of 1 to 5, with 5 being the most important. A t-test was conducted on the scores of the factors in order to find the most important factors. The t-test shows there is a significant difference between the scores of the various factors with a 95% confidence. The results of the test are shown in Exhibit 3. We observe from the results that the two most important product attributes in making a purchase decision are the â€Å"Palatability† and the â€Å"Nourishment† perception in the minds of the customers. These factors turn out to be the same irrespective of whether there are children in the family or not. We then study the variance of these factors among various demographic groups by conducting the one way Anova test on the scores of these 8 factors. We studied the variance of the mean scores of these attributes among the various groups differentiated by the following factors:- a) Income b) Education c) Age d) Family size The results of the Anova tests which were conducted on the data are as shown in the Exhibits 4-7. We observe that there are no significant differences in the scores of the product attributes in different groups as classified by â€Å"Income†, â€Å"Education† and â€Å"Family size† within a 95% confidence interval. However there is a significant different on the â€Å"Nourishment† and â€Å"Economy† product attributes of health food drinks. As is observed from the mean scores, the â€Å"Nourishment† aspect becomes particularly important for people above the age of 60. It is also important for people who are young in age i.e. less than 20. However it does not seem to be very significant for people in the age group 33- 45. The factor analysis of these attributes is done in the following section. Factor Analysis of Purchase Considerations The factor analysis of the 8 product attributes yields the following 3 factors: Factor I: Promotion, Shelf-Presence, Packaging Economy Factor II: Palatability, Brand Factor III: Nourishment, Colour (For the output of factor analysis, refer to exhibit 8.) As factor I encompass the accessibility and affordability of the product, it can be termed as ‘Purchase Feasibility. As factor II encompass the palatability and brand value of the product, it can be termed as ‘Likeability. As factor III encompass the nutritional value and colour, an indicator of quality, of the product, it can be termed as ‘Utility. Customer Segmentation The set of respondents was segmented on the basis of the demographic information namely ‘age-group, ‘income-group, ‘education, ‘family size etc. The cluster analysis on these demographic variables yields the following 2 clusters: * Cluster 1: The members are almost uniformly distributed across all age segments except under-20 in which no member lies. However, the family size is large than 3 for all the members and a majority of members having 1-2 child in the family. The cluster size is 27 respondents. * Cluster 2: All the members in this cluster are less than the age of 32 yrs, with the majority being less than 20 yrs. Around 90% of the members were either single or couple thus suggesting that the members were either students, or bachelor/newly-married young working professionals. The cluster size is 30 respondents. * As the consumption in cluster 2 would be lower than the large families comprising kids older persons because of less health concerns and preference for alternative beverages, the price sensitivity of cluster 2 would be low while cluster 1 is concerned about economy. (For output of cluster analysis, refer to Exhibit 9). Thus, cluster 1 could be termed as ‘value-seekers while cluster 2 could be termed as ‘quality-seekers. Different Brands on Product Attributes Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were: f) Boost g) Bournvita h) Complan i) Horlicks j) Milo The respondents were asked to score each of the brands on the various product attributes on a scale of 1 5. T-test was conducted on the various product attributes for different brands. The results have been shown in Exhibit 11. The number of respondents who were consuming the various brands is as shown in the pie chart. As we can observe from the graph, Bournvita is found to be the leading brand closely followed by Horlicks, while the other brands do not have a large taking from our survey. The results of the various brands on different attributes are as follows: a) Nourishment: Horlicks scores well above all the b