American Right

The movement of the American people that effected change during the American civil rights years is the African American civil rights movement of 1955 to 1968. This normally refers to reform movement in United States that had the aim of abolishing the ongoing racial discrimination of the African Americans. This is the period particularly in between 1954-1968 that covers the phases of movements in the south.By the year 1966 the black power movement had emerged that lasted approximately in between 1966 to 1975, this movements had grown in large sizes and had realized the need for civil right movement to include political and economic self sufficiency, racial dignity and freedom from the on going white authority. There are many scholars who term the movements as the second reconstruction, meaning that the period of reconstruction after civil war. In 19th century, the democratically controlled states that were mainly located at the south passed laws that were racially discriminating.It wa s not particularly I the south, but also in other regions of the United States, the racial discrimination and violence that aimed at the African Americans. The period is also called the nadir of American race relations sometimes; this is because the hired, appointed and the elected government officials began to permit or allow discrimination the united states of Louisiana, Texas, Mississippi, florid, Georgia, North Carolina, South Carolina, Arkansas, Alabama, Tennessee, Kansas and Oklahoma. The permitted or required acts and levels of discriminations against the African Americans mostly fell in the following four categories:1. Racial segregation that was upheld by United States supreme courts decisions in Plessey versus Fergusson in the year 1896. That was legally allowed by the southern states and many other local governments that were outside the south. 2. Voter suppression in most of the southern states. 3. Discrimination against the economic and social opportunities or the resou rces in the whole of the United States. 4. Mass racial acts of violence and private work of violence that was aimed to the African Americans, all these acts were seldom hindered and often encouraged the government official of the United States.Jim Crow was the name given to the combination of the southern states that were actively committed to the racial discrimination. The regime of Jim Crow in the southern states remained nearly intact up to the near the beginning of 1950s and greatly contributed to the great migration. The great migration was a solid northward flow of the African Americans forwards. The situation, in terms of racial discrimination, for the African Americans was some how better for those who did not live in the south. The civil rights movements that came before 1955 normally confronted African Americans discrimination using various strategies.Some of the strategies were lobbying and litigation efforts by organization that were traditional such as the National Asso ciation for the Advancement of Colored People (NAACP). The greatest achievement of this traditional association was the lawful victory in brown versus board of education (1954) that overruled the separate and installed equal legal doctrine and was derived from Plessey, this made separation and segregation lawfully unallowable but there was rare or no practical example from the equal legal doctrine.The browns victory made the private citizen very invigorated but there was a lot of frustration because there were no immediate practical effects. This further led to rejection of the legal approaches as a mean of ending the racial discrimination, but still there was great resistance by the proponents of voter suppression and those of racial segregation. In defiance, there was adoption of a combination of strategies of direct actions that was called civil disobedience that was a non violent, these actions brought about a lot of crisis between the practitioners and the government authoritie s.The state, federal authorities and the local authorities had often to respond instantly to the crisis and the results were favoring of the practitioners in many situations. Civil disobedience forms included: 1. Boycotts, the most successful boycott were the 1955-1956 Montgomery bus boycott in Alabama. 2. sit –ins, the most influential sit-in was the North Carolina Greensboro sit – in of 1965 3. Marches, the 1965 Selma to Montgomery marches of Alabama are one of the notable marches.The noted achievements of the civil right movements includes the 1957 civil right act, though it was minor, it was the earliest anti discriminatory law established since reconstruction, the 1964 civil rights act that banned the discrimination in public accommodation and employment practices, the 1965 voting right act that changes the united states immigration policy and the 1968 civil rights act that made it illegal in discrimination in rental or sale of housing REFERENCES Juan Williams, (1 988) Eyes on the Prize: America's civil rights years 1954-1965, Penguin books publishers, US

Poverty: Comparative Analysis of China and India

University of National and world economy economic sociology paper [pic] Poverty: Comparative Analysis of China and India WRITTEN BY mANOL MANOLOV ECONOMICS IN ENGLISH 131 FACULTY No: 29114055 TABLE OF CONTENTS: 1. Introduction to ‘poverty’ in the world †¢ Causes of poverty †¢ Effects of poverty †¢ Global analysis of world poverty †¢ Analysis of East-Asian region 2. Analysis of poverty in India †¢ Overview †¢ Historical trend †¢ Urban poverty †¢ Rural poverty †¢ Indian economic development 3. Analysis of poverty in China †¢ Overview †¢ Historical background Analysis of characteristics of China’s poverty †¢ Recent economic growth in China †¢ Connection between the Economic growth and Poverty reduction 4. International cooperation for reducing poverty 1. Introduction to ‘poverty’ in the world According to the World Bank (2000), â€Å"poverty is pronounced deprivation in well-being†. This of course begs the question of what is meant by well-being. One approach is to think of one’s well-being as the command over commodities in general, so people are better off if they have a greater command over resources.In this view, the main focus is on whether households or individuals have enough resources to meet their needs. Typically poverty is then measured by comparing an individual’s income or consumption with some defined threshold below which they are considered to be poor. This is the most conventional view – poverty is seen largely in monetary terms. This also is the starting point for most analyses of poverty. A second approach to well-being (and hence poverty) is to ask whether people are able to obtain a specific type of consumption good: do they have enough food? Or shelter? Or health care? Or education?In this view the analyst would need to go beyond the more traditional monetary measures of poverty and analyze an individual’s depri vation of education, nutrition, clothing, shelter etc. Perhaps the broadest approach to well-being (and poverty) is the one articulated by Amartya Sen (1987), who argues that well-being comes from a â€Å"capability’’ to function in society. Thus poverty arises when people lack key capabilities, and so have inadequate income or education, or poor health, or insecurity, or low self confidence, or a sense of powerlessness, or the absence of rights such as freedom of speech.Viewed in this way, poverty is a multi-dimensional phenomenon, and less amenable to simple solutions. Around the world, in rich or poor nations, poverty has always been present. In most nations today, inequality—the gap between the rich and the poor—is quite high and often widening. The causes are numerous, including a lack of individual responsibility, bad government policy, exploitation by people and businesses with power and influence, or some combination of these and other factors.Ma ny feel that high levels of inequality will affect social cohesion and lead to problems such as increasing crime and violence. †¢ Causes of poverty Poverty is caused by two basic things: scarcity of basic needs and barriers to opportunities. In the past poverty had been mostly accepted as inevitable as economies produced little while populations grew almost as fast making wealth scarce. Food shortages  were common before the appearance of modern agricultural technology. However, nowadays there are well enough places that still lack such technology, leading to poverty rates being retained or even raised.On the other hand, intensive farming often leads to a vicious cycle of exhaustion of soil fertility and decline of agricultural yields. Approximately 40% of the world's agricultural land is seriously degraded. Health care can be widely unavailable too. The loss of health care workers emigrating from impoverished countries has a damaging effect. For example, an estimated 100,000 Philippine nurses emigrated between 1994 and 2006. There are more Ethiopian doctors in Chicago than there are in Ethiopia.There are also a lot of factors of living, closely connected with poverty. Colonial history, centralization of power, corruption, warfare, environmental degradation and social inequality are factors on which the development of a nation or state is fully dependent. Moreover, warfare, unproductive agricultural cycles, drought and flooding and all kinds of natural disasters are factors which directly lead to poverty of any kind. Such factors are known as acute causes of poverty. †¢ Effects of poverty Poor health and education severely affects productivity.Inadequate nutrition in childhood undermines the ability of individuals to develop their full capabilities. The lack of economic freedom inhibits entrepreneurship among the poor. New enterprises and foreign investment can be driven away by the results of inefficient institutions, notably corruption, weak rule of law and excessive bureaucratic burdens. In reality, behind the increasing interconnectedness promised by globalization are global decisions, policies, and practices. These are typically influenced, driven, or formulated by the rich and powerful.These can be leaders of rich countries or other global actors such as multinational corporations, institutions, and influential people. In the face of such enormous external influence, the governments of poor nations and their people are often powerless. As a result, in the global context, a few get wealthy while the majority struggle. †¢ global analysis on world poverty The world has the wealth and means to end poverty. Almost half the world — over three billion people — live on less than $2. 50 a day And over 11 million children will die from poverty-related illness this year alone.This is the reality – the difference between the â€Å"developing† and â€Å"developed† countries is huge. [pic] In 2 005, the wealthiest 20% of the world accounted for 76. 6% of total private consumption. The poorest fifth just 1. 5%: [pic] Relatively to the graph above, the poorest 40 percent of the world’s population accounts for 5 percent of global income. The richest 20 percent account for three-quarters of world income. Nearly a billion people entered the 21st century unable to read a book or sign their names.Less than one per cent of what the world spent every year on weapons was needed to put every child into school by the year 2000 and yet it didn’t happen. Of 2. 2 billion children in the world 1 billion are in poverty (every second child). For the 2 billion children in the developing world there are 640 million without adequate shelter (1 in 3), 400 million with no access to safe water (1 in 5) and 270 million with no access to health service (1 in 7). A lot more facts can be displayed in order to portray the tremendous ratio of poverty and well-being in the world today. â⠂¬ ¢ Analysis of East-Asian regionThe role of social policy and particularly social security in addressing the ongoing challenge of poverty in East Asia is huge despite the region’s spectacular experience of economic growth in decent decades. The East Asian miracle resulted over the last four decades in a transformation of the region’s traditional agrarian economies and significant increases in standards of living for many ordinary people. Even though it was given little attention, poverty has remained an ongoing problem. The problem became particularly evident however with the Asian financial crisis of 1997 when many low income and middle class workers became unemployed.As a result of this crisis, the need for effective social policies and social security programs were recognized. The idea that economic growth would solve the problem of poverty was increasingly challenged. Even in China today, where rapid growth has created new employment opportunities and the promise of prosperity for many, the government has recognized that the problem of poverty cannot be addressed only through economic growth but that comprehensive social policies must be formulated, and this includes the development of an effective security system.It is claimed that the East Asian nations had not only solved the problem of poverty but were likely to maintain high standards of living for their citizens for many years to come. There were many references to what was called the â€Å"Asian Century† at the 2008 World Economic Forum at Davos which implied that the East Asian nations had not only achieved economic success but were likely to dominate global trade and finance in the future.This notion perpetuates the idea that economic growth is the solution to the poverty problem. However, the seriousness of the problem of poverty is seldom missed by journalists and the main stress is put on the vast economic development. While the incidence of absolute poverty associated wi th subsistence agriculture and urban, informal economic activities has declined dramatically, this does not mean that poverty and relative deprivation have been eradicated.Indeed, it became painfully clear in the late 1990s that the East Asian economies were vulnerable to global economic shocks and ill prepared to address the challenge of rising unemployment, homelessness and other social ills. Analysis of the World Bank show, that in recent years poverty in the region has decreased from 2% in Korea up to more than 10% in Malaysia. Poverty declines in China and India have been particularly sizable. The table below shows the proportion of population below the poverty line of 1$ per day: Country |1990 |Latest Year | |People’s Republic of China |33% |10. 8% (2004) | |Mongolia |27. 3% |11% (2002) | |Indonesia |20. 6% |4% (2005) | |Malaysia |

Impact of Organised Retail Chains on Unorganised Retail Sector

â€Å"A COMPARITIVE STUDY ON PREFERENCE OF SOFT DRINKS IN YOUTH REPORT Submitted to: Submitted by: DR. RAJKUMARCHIRAG GUPTA Roll no. 5382 MBA 5. 4 MASTER OF BUSINESS ADMINISTRATION [pic] INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH MDU,ROHTAK 2010-2011 DECLARATION I Chirag Gupta, student of 5 year M. B. A 4th semester of Institute of Management Studies and Research hereby declare that the project report titled â€Å"Preference of soft drink in youth† is a code of critical & independent work carried out by me under supervision & guidance of Dr.Raj Kumar. This has not been previously submitted for the award of any other diploma, degree or other similar degree. The feasibility suggestion has been duly incorporated in the consultation with the supervisor. Signature of the Candidate EXECUTIVE SUMMARY Soft Drinks were common preference among all the individuals, irrespective of their age groups as it had great brand value and great advertisement.Market Research is based on some und erlying parameters like: †¢ Changing consumption pattern †¢ Advertisements †¢ Taste †¢ Status consciousness †¢ Varying lifestyle The study starts with determining the major players in the soft drinks, their overall consumption pattern among the people and ends up with the conclusion as per the state of mind of the average rational human being.Consumer preferences are changing towards healthier food, and thus such a trend will carry on for some time to come. In the soft drinks market of late, most recent new products launched have been focused on the health benefits of the soft drinks, like pomegranate juices, calcium-fortified bottled water and a series of reduced-sugar alternatives, with such features not previously so readily available to or heavily promoted at the target audience.TABLE OF CONTENTS SERIAL NO. TITLE PAGE NO. 1) INTRODUCTION 1) Industrial profile 01 2) Major players in soft drinks segment 04 3) Study of growth of soft drink market 09 2) RE SEARCH METHODOLOGY ) Purpose of the study 10 2) Objectives of the study 10 3) Scope of the study 10 4) Research Design 11 5) Sampling Technique used 12 6) Selection of Sample Size 12 7) Sources of Data collection 12 8) Statistical Tools Used 12 3) DATA ANALYSIS AND FINDINGS 13 ) LIMITATION OF THE STUDY 24 5) CONCLUSION 25 6) ANNEXURE 6. 1) Questionnaire 26 7) BIBLIOGRAPHY 28 INTRODUCTION INDUSTRIAL PROFILE The soft-drink industry comprises companies that manufacture nonalcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages.Naturally occurring bubbling or sparkling mineral waters have been popular for thousands of years: the ancient Greeks believed that such waters had medicinal properties and bathed in them regularly; the Romans established resorts around mineral springs throughout Europe. In the 1500s the village of Spa in Belgium became famous for its waters, which by the early 1600s were sold, in bottles, as far away as London, Eng. Development of the first man-made sparkling or carbonated water is credited to Joseph Priestley, the British scientist who discovered oxygen.In 1772 he invented a method of â€Å"pushing† carbon dioxide into water by dissolving it under pressure, thus creating fairly long-lasting bubbles. The technique led to development of the soft-drink industry. By the beginning of the 19th century, carbonated water was being made commercially in France and North America; shortly thereafter, flavours (normally fruit concentrates) were added to enliven the taste. In the 1820s, small carbonated bottling operations were established in Canada, producing carbonated drinks in refillable bottles which were merchandised as medicinal elixirs or tonics.Most soft drinks are still carbonated to give drinks a â€Å"tangy bite† and to stimulate the tongue. Furthermore, because scent is an important part of taste, the flavours carried as vapours in the bubbles enhance taste. T he principle of â€Å"pushing† carbon dioxide is still used, but now the water is first purified in a process known as â€Å"polishing. † Cooled carbon dioxide is then injected at pressures of 275-550 kilopascals. Some of the early drinks bottled in Canada were called Birch Beer, Ginger Beer, Sarsaparilla, Sour Lemon, None-Such Soda Water and Cream Soda.The first carbonated beverage or â€Å"pop† bottles were sealed with corks held tightly in place with a wire binding. Because they had to be stored neck down so that the cork would not dry and allow the carbonation to leak away, they were manufactured with rounded bottoms. By the mid-1800s, soft drinks sold in Canada were packaged in 8-ounce (227. 2 ml) round-bottom bottles for about 25 cents a dozen, except ginger beer, which was sold in draught form from wooden kegs. Wired cork closures were used until about 1884 with Codd's Patented Globe Stoppers (25 types in all). Such closures were replaced by the Hutcheson Spring Stopper.The crown cap was introduced around 1905 and improved versions are still widely used, although they are gradually being replaced, especially on larger containers, with reclosable screw caps. Other packaging innovations since the mid-1960s include canned carbonated beverages, nonreturnable glass bottles and containers made from rigid plastics. However, an effort is being made, often through provincial legislation, to increase the use of returnable glass containers. In the industry's early years the number of carbonated-beverage plants increased steadily, most serving small regional markets.In 1929 the industry was made up of 345 production plants and the value of shipments reached $12. 3 million. By 1960 the number of plants had increased to 502 and the value of sales to $172. 7 million. Subsequently, consolidation began, prompted by improved production, packaging and distribution facilities. By 1973, 337 plants were in production and the value of shipments was $484 m illion. In 1985, with sales of about $1. 8 billion, the industry had 187 plants in production: Newfoundland had 3; PEI, 1; Nova Scotia, 7; New Brunswick, 8; Quebec, 66; Ontario, 58; Manitoba, 7; Saskatchewan, 10; Alberta, 13; and BC, 14.Production volume has also increased dramatically: in 1939, soft-drink bottlers produced about 162 million litres of carbonated beverages; by 1967, production passed 758 million litres; in 1986, shipments were estimated at over 2. 1 billion litres; and in 1998 that figure rose to 3. 5 billion litres. The industry is regulated by both federal and provincial agencies, 3 of the most important being CONSUMER AND CORPORATE AFFAIRS (responsible for the Consumer Packaging and Labelling Act), HEALTH CANADA (which administers the Food and Drugs Act) and Environment Canada (which focuses on environmental matters).The industry is represented by the Canadian Soft Drink Association in Toronto and by several provincial associations. The introduction of diet carbon ated beverages has changed the industry's profile. Several years ago, in response to increasing consumer diet consciousness, the industry introduced the first successful sugar-free diet drinks using the artificial sweetener cyclamate. But questions were raised about the safety of this additive and, based on existing scientific data, Health Canada banned its use in Canadian commercial FOODS AND BEVERAGES.This decision, estimated to have cost the industry more than $15 million, was a setback to diet-drink development. The industry turned to saccharin, but this too was eventually banned. Now, a new sugar-free additive, aspartame, has been approved for use in diet soft drinks, and the cyclamate/saccharin situation is not expected to recur because aspartame consists of amino acids, which occur naturally. Aspartame-sweetened diet drinks have had a dramatic effect on the Canadian carbonated-beverage industry.Just before the saccharin ban in 1977, diet drinks accounted for about 10% of the soft-drink market; following the ban the diet share dropped to about 2%, consisting of beverages partially sweetened with small amounts of sugar. In 1982, the first full year that aspartame was used in Canada, diet drinks increased by 15. 2% of total soft-drink sales, while the total soft-drink industry grew 8%. In 1987 total soft-drink sales increased 5. 3% over 1986, while diet soft-drink sales increased by 10. 7%. This single development has encouraged strong growth in the industry.MAJOR PLAYERS IN SOFT DRINKS SEGMENT COCA COLA [pic] â€Å"thanda matlab coca cola!!! † Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world. In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its departure. Coca cola has made its return to the country in 1993. and made significant investment to ensure that the beverage is av ailable to more and more people in remote as well as inaccessible parts of the world.Coca cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong association with cricket, the thriving cinema industry, music etc. coca cola has been very strongly associated with cricket, sponsoring the world cup in 1996. In 2002, coca cola launched the campaign,†Thanda Matlab coca cola†. in 2003,coke was available for just rs,5 crores in the country. FANTA GHOONTH BHAR SHARARAT KAR LEY!!! [pic] Fanta entered the Indian market in year 1996 under the coca cola brand . ver the years, Fanta has occupied a strong market place and is identified as â€Å"the fun catalyst†. Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. LIMCA â€Å" LIME AND LEMONI!!! [pic] Drink that can cast a tangy refreshing spe ll on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over three decades. The brand has been displaying healthy volume growing year on year and limca continues to be leading flavoring soft drinks in the country.Dive into the zingy refreshment of limca and walk away a new person. THUMS UP TASTE THE THUNDER!!! [pic] Strong cola taste, exciting personality. Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, thums up was acquired by the coca cola company in 1993. Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the man from the boys. SPRITE â€Å"SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!! [pic] World wide sprite ranked as no. soft drink and is sold in more than 190 countries In India, sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, l eading clear lime category. Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust their instincts, influence them to be true who they are and to obey their thirst. MAAZA YAARI DOSTI TAAZA MAAZA!!! [pic] Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently dominates the fruit drink category.Over the years, maaza has become synonymous with mango. â€Å"Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam†. consumers regard maaza as wholesome, natural, fun loving drink real experience of fruit. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in tagline, â€Å"yaari dosti, and taaza maaza†. PEPSI YEH DIL MAANGE MORE!!! [pic] Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890’s in North Carolina.The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years. †¢ Diet Pepsi †¢ Crystal Pepsi †¢ Pepsi twist †¢ Pepsi max †¢ Pepsi samba †¢ Pepsi blue †¢ Pepsi gold †¢ Pepsi holiday spice †¢ Pepsi jazz †¢ Pepsi x(available in Finland & brazil) †¢ Pepsi next(available in Japan & south Korea) STUDY OF GROWTH OF SOFT DRINK MARKET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors and sweetening agents as no natural juice is used.MARKET †¢ Cola products account for nearly 61-62% of the total soft drinks market. †¢ Two global majors’ Pepsi and coke dominate the soft drink market. †¢ NCAER survey sa ys 91% of soft drink in the country is in the lower, lower middle and upper middle class people. †¢ The market is worth around Rs. 5000 crores with growth rate of around 10-15%. †¢ The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles in the U. S. †¢ The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230 million bottles in 1999-2000 industry source. Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected. RESEARCH METHODOLOGY PURPOSE OF THE STUDY The main aim of this research study is to analyze the preference of youth on consumption patterns and preference of Soft Drinks. OBJECTIVE OF THE STUDY †¢ To study the preferences of the youth for soft drinks. †¢ To find out the factor(s) that influences the consumer’s consumption of soft drinks. †¢ To test the know- how of the consumers regarding the various existing brands of soft drinks. To know the size of the soft drink purchase for personal and household purpose. †¢ To know the frequency of consumption of soft drink. SCOPE OF THE STUDY †¢ This study is confined MDU campus Rohtak. †¢ Seasonal drinks are not considered in the study. †¢ We are considering only canned and bottled drinks. †¢ We are not considering health & alcoholic drinks. RESEARCH DESIGN A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem.On the basis of fundamental objectives of the research we can classify research design into two general types: 1) EXPLORATORY RESEARCH 2) CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehe nsion of, the problem situation confronting the researcher. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types:- †¢ Descriptive †¢ ExperimentalThe research design used in this project is a DESCRIPTIVE DESIGN. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product use varies with income, age, etc. SAMPLING TECHNIQUE USED: This research has used convenience sampling technique. 1) Convenience sampling technique: Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient.SELECTION OF SAMPLE SIZE: For the study, a sample size of 60 has been taken into consi deration. SOURCES OF DATA COLLECTION: Research will be based on two sources: 1. Primary data 2. Secondary data 1) PRIMARY DATA: Questionnaire: Primary data was collected by preparing questionnaire and the people were randomly being requested to fill them. 2) SECONDARY DATA: Secondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a proper way.STATISTICAL TOOLS USED The main statistical tools used for the collection and analyses of data in this project are: †¢ Questionnaire †¢ Bar Diagrams DATA ANALYSIS & FINDINGS |Statistics | | | |Statistics | | | | | | | | | | |Statistics | | | |Who decide the |Do you read | | | |selection of soft |instruction written | | | |drink for household? on the packaging of | | | | |soft drink? | |N |Valid |60 |60 | | |Missing |0 |0 | | |Mean |2. 8167 |1. 6167 | | |Median |3. 0000 |2. 0000 | | |Mode |3. 0 0 |2. 0 | | |Variance |. 356 |. 240 | | | | | |Do you like soft drink? | | | | | | | | | | | | | | | | | | | | | | | | [pic] LIMITATIONS OF THE STUDY LIMITATION OF THE STUDY ? The study was confined to University Campus MDU Rohtak only. ? Chances of some biasness could not be eliminated. ? Youth are assumed to be between the age 15 to 25 ? Time was the major constrain. Only limited sample size (60) was possible for such a vast research on such a period of time . i. e. one month ? Interaction with the respondents was also limited due to their busy work. Due to the changing life style and preferences, it was not necessary that they will consume same soft drink every time. ? There was a chance that respondent will make assumptions while filling the questionnaire. CONCLUSION CONCLUSION Following are the concluding points taken into consideration after the conduct of the research study: ? An important finding that emerged out of the survey was that 91%of youth like to have soft dri nks while 9% not like. ? Through the research it was conveyed that weekly consumption of soft drinks is more than daily consumption. ? Most of the respondents took soft drink without any reason. ? Remaining majority of the respondents consume soft drinks at the time of parties & celebrations. Most of the respondents consume soft drinks because of its taste. ? Most of the respondents were of the neutral view that advertisements affect their purchases. ? Most of the respondent likes Dew. ? Most of them consume 300ml pack for personal usage. ? Packaging doesn’t influence the purchase of most of the respondents. ? Most of them don’t read instruction written on the package of soft drink. ANNEXURE QUESTIONNAIRE Respected Sir/Madam A Research Project is being pursued in IMSAR on â€Å"Preference of soft drink in youth†. Kindly extend your cooperation & enable us doing the project successfully. This information is used for academic purpose. PERSONAL DETAILS Name  œ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.Age – †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Gender – ? Male ? Female Qualification – ? Graduate ? Under Graduate ? Post Graduate ? Other (Specify) 1) Do you like soft drinks? Yes No 2) Where do you mostly consume soft drink? PartyCafeHome 3) Frequency of consumption of soft drink in a week? Daily 2-4times more than 4 times once in a week 4) On what occasions, do you often consume the Soft Drinks? Feeling Thirsty Without any reason (just like that) ? Parties / Celebrations ? Others, please specify†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5) What induces you to buy Soft Drinks?Price with quantity Health Drink Status symbol Taste Variety Advertisement 6) Which soft drink do you like more? Dew Sprite Cocacola Pepsi Limca Maaza Other (specify)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7) Do advertisements influence your purchases? Strongly Agree ? Agree Neutral Disagree Strongly Disagree ? 8) Do you agree that packaging influence consumer purchase decision? Strongly agree Agree Neutral Disagree Strongly disagree ) Please tick the size of soft drink you purchase for personal consumption? 200 ml 250ml 300ml500ml other (specify)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10) Which soft drink is served to the guest in your home? Dew Sprite CocacolaPepsi LimcaMaazaOther (specify)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11) Who decide the selection of soft drink for household? FatherMother Himself/Herself Other(Specify)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12) Do you read instruction written on the packaging of soft drink? YesNo BIBLIOGRAPHY BIBLIOGRAPHY †¢ http://en. wikipedia. org/wiki/Beverage †¢ www. foodindustryindia. com †¢ http://fnbnews. com/article/detarchive. asp? articleid=25105=3 †¢ http://fnbnews. com/article/detarchive. asp? rticle id=24983=3 †¢ http://fnbnews. com/article/detarchive. asp? articleid=24965=3 †¢ http://fnbnews. com/article/detarchive. asp? articleid=24849=3 †¢ http://fnbnews. com/article/detarchive. asp? articleid=25039=3 †¢ http://www. foodindustryindia. com/newfood/detailnews. jsp? n=Xtazy,%20another%20energy%20drink%20for%20the%20Indian%20market=598 †¢ http://fnbnews. com/redfr. asp? fn=/other/aboutus. asp=About%20Us#Food †¢ www. google. com †¢ Kothari C R, â€Å"Research and Methodology- Methods & Techniques†, New Age International (P) Ltd. , 2004 [pic] ———————– 1 2 3 4 5 6 8 9[pic][pic] 24 27 25 12

Inflation Literature review Example | Topics and Well Written Essays - 1250 words - 1

Inflation - Literature review Example The markets had assumed that the debt by Euro zone was safe. This made the investors think that all members thereby making them willing to maintain debts even at low interest rates despite countries including Italy and Greece having high debt levels had backed them. After the credit crunching, the investors began being to be more skeptical about the European finances. The other unfortunate occurrence was that the European Union had no strategies in place to deal with the sudden panic. The diagram below shows some debt from Selected European countries between 2007 and 2010. Pettinger on the economics journal of October 2011, tried to analyze the Euro economic crisis critically where he applied a single currency meant that several of the solutions regarding economic problems could not be used. The most difficult task is to reduce the government borrowing levels while managing lower unemployment and economic recovery. He studied several European economies including Greece, Ireland and Portugal and found the following problems. Pettinger best-suggested solution was currency devaluation. This refers to the reduction in the value of exchange rates .This would see regaining of competitiveness, reduction of budget deficit, increase employment rates, and aid in economic recovery. Since economic recovery is the key to reduction in budget deficit. He suggested that Countries should stop the use of the Euro and maintain their own currency. Most countries agree that the renewal of the economic growth is vital in saving the Euro (Pettinger, 2012; Pg. 68). The obstacle is that the effects of steps such as having a banking union, the recently agreed rescue plan may have positive effects to the banking system but may not have any effect to raise the competitiveness in the region’s economies. The second option was inflation, where the country should try to boost

Four Yogic Paths and Jainism Worksheet Essay Example | Topics and Well Written Essays - 500 words

Four Yogic Paths and Jainism Worksheet - Essay Example They offer sacrifices to the deities and tirthankaras. Jainism practice devotional deeds that have positive effects on an individual’s state of karma. Further, they aim the mind on reasonable and good behavior. Hinduism and Jainism share some religious aspects such as outlook on behavior and life, practices, beliefs, religious fasts and festivals, rituals and sacraments. There are several things between Hindus and Jainas, and particularly the vegetarian Hindus found in India. For instance, there exist certain castes in India whose members are found in both the Jainas and the Hindus, and that marital affiliations are still practiced between the Hindus and the Jainas. The distinction or differences between the Jainas and the Hindus are seen in the scriptures and the emergence of the world and its creator. The Hindu sacred scriptures like the Puranas, Smirtis and the Vedas are rejected by the Jainas while the Hindus do not accept any book from the Jainas. In addition, as the Hindus argue that God created the world, the Jainas hold that the world is eternal and that there is no creator. In Hinduism, worship is conducted of several forms of one powerful God who is the ruler and the creator of the world while in Jainism; worship is not conducted to an eternal God but to great individuals who have attained Godhood. The importance of worship in Hinduism is not similar to Jainism in that in Hinduism, the achievement of desired goals is by the will of certain supernatural beings that are to be pleased. Contrary, in Jainism, there is no prayer or offerings made to divine beings. Further, as the Hindus belief that Gods alone can achieve liberation, the Jainas hold that it is the rights of human beings. The way of salvation prescribed by Jainism is via the threefold paths of right conduct, knowledge and belies which all people should pursue. Contrary, Hindus have no prescription of any single path that a person should pursue to

In the The Cruciblediscuss the change that occur with the character oh Essay

In the The Cruciblediscuss the change that occur with the character oh Jonh Hale and Elizabeth Proctor - Essay Example Arthur Miller’s play, The Crucible by focusing on how the characters, John Hale and Elizabeth Proctor changed in the course of the play, and how that change brought both positive as well as negative feelings in them. John Hale is the young minister who is known for his knowledge on witchcraft. â€Å"..a tight-skinned, eager-eyed intellectual†¦called here to ascertain witchcraft he has felt the pride of the specialist whose unique knowledge has at last been publicly called for† (Miller). Hale enters the play when Reverend Parris asks him to examine the mysterious behavior of his daughter, Betty. In the initial stages of the play, he is the person who sets the witch trials into motion, investigating and finding out who are the culprits and asking them to confess or testify. But, in the course of the play, his drive to convict the accused supposedly involved in witchcrafts slows downs, as many hidden truths and the role of other persons comes into open. That is, when he listens to John Proctor and Mary Warren, he understands that Abigail was not telling the truths, including the reasons behind the children’s death. This creates a feeling in him that he might have trusted the wron g individuals. Also, when Rebecca was arrested and Proctor’s wife, Elizabeth was issued warrant for their involvement in witchcraft, Hale felt that he did not identified the true culprits. So, these events raises questions in his mind, whether he is right in going after the people involved in witchcraft, when so much deceits and false uttering is going on. So, in the climactic stages of the play, Hale belief in witchcraft weakens and in the court, he becomes the supporter of those, who are opposing the witch trials. So, John Hale changes from a dominant â€Å"witch-hunter† to a person, who losses control of the proceedings, undergoing both positive and negative feelings. Elizabeth Proctor, wife of John Proctor, is another main character who undergoes changes in the course of the play.

History and Politics in America Essay Example | Topics and Well Written Essays - 2000 words

History and Politics in America - Essay Example This disorder in Vietnam is brought about by the conflicting political parties in the government implementing communism and democracy. Thus, America's involvement in the political dispute in Vietnam leads to one of their historical failure causing them loss of significant casualties. One of the most prominent commentarian to the involvement and failure of America in Vietnam is George Herring who is a well-known historian. According to his analysis which he presented in his symposium, America's failure in Vietnam is directly related to two factors which are the lack of direct and immediate threat to the American society and the lack of concrete reason for being involve (1985). It appears then that the involvement of America in Vietnam is only because of its threat to the democracy that they are propagating during the Cold War. Thus, the probable threat of the chaos in Vietnam was not actually felt by the American society but only the political faction thus nationalistic concern was not actually present during the event. Another factor is the mean that the America used in mediating in the instability in Vietnam. According to Charles de Gaulle, "He saw no military solution. He saw a risk in seeking a military solution of the "tremendous risk of a generalized conflict" (1964). Thus, the militaristic approach of America failed because that method is indeed inappropriate in the event. In addition, America idealism to very unfitting to the event thus it only leads to further aggravation to the already chaotic situation. Senator Wayne Morse noted that, "How can a policy that was unsound to begin with ever be made to work Are Americans so confident of the miracles to be wrought with nuclear bombs and billion-dollar aid programs that we think they will make a success of anything, no matter how badly conceived" The idealism behind the war it also not clearly comprehended by the America's government thus their approaches and involvement are based from erroneous assumptions. General Matthew Ridgeway commented that, "that people in the United States did not have a clear understanding of why we were fighting in Vietnam. General Ridgway indicated that America was in Vietnam because of a treaty commitment dating from 1954: The Southeast Asia Treaty". Thus, America's government felt only pure obligation in their involvement in Vietnam because they are bounded to honor the said treaty. Considering all the said arguments, it appears that the main reason why America's involvement in the political dispute in Vietnam is its lack of substantiality reason for doing so. There was not actually an imposed threat to the American society and no support was solicited by the Vietnam government. America only felt that it was their obligation to be involved because they have a treaty with Vietnam and their democratic idealism urges them to do so thus it lack one complete nationalism and patriotic involvement leading to its failure. Part B: Contemporary American Politics America's historical archives are known to be full of successful accomplishment. Their history is built from continuous battle against their possible enemies posing threats to their national pride and unity. Because of this reason, for their every battle their society's spirit is united by their

Virtual Tours vs. Written Word Assignment Example | Topics and Well Written Essays - 1000 words

Virtual Tours vs. Written Word - Assignment Example One can only explore the virtual world to the extent of seeing the physical features of the place. This limits the experience compared to actual visits. For this reason, virtual tours are very good in the marketing of a place to other people. The rough feel of a place can be. Travel agencies and countries can, therefore, manipulate the technology and use it to promote their own country’s tourism industry (Griggs 2014).  There are different companies whose version of virtual reality is as precise as Sony’s 3D glasses. Google maps, for example, has a classic simulation of the United States of America. A person that has not been to the continent can easily search a state, and get a precise version of the place. It is important to note that the difference in the way that the company has simulated the place on the ground is different from the actual reality. However, the features that are on the ground are very accurate.   The technology is far from completion. Scientist s are working on n audio version of virtual reality to complement the video functionality. The technology is called binaural audio. One of the most impressive features of this technology is that the sound that one hear is produced by simulating the process that humans have when hearing their reality. The resulting a replication of the sound that is in the real world. One of the most impressive features of this technology is its ability to capture the sound in the same way that the human ear capture sound. It is by far the most important and technologically advanced means of hearing things.

Social Change in Rape and Sexual Assault in Deployed Military Term Paper

Social Change in Rape and Sexual Assault in Deployed Military - Term Paper Example However, beyond the capabilities of remaining strong, women military staff needed to handle the challenges of dealing with the men in the group who intend to assault them. The need to stand strong against this though does not belong to everyone who has been assaulted. There are those who simply choose to stay quiet for the sake of protecting their reputation and find a better way to settle things in their own selves. It could not be denied that there are those women who are already assaulted and yet remains silent due to the fear of going through all the massive dilemmas involved in sending the issues to court and presenting themselves as victims to the public. Why to the public Several military rape and sexual assault cases such as that of the Taihook scandal of 1991 and the Aberdeen scandal of 1996 became particularly controversial that it provided the victims a much more focus than that of the accused ones a higher level of attention in connection to what they have done to their v ictims. It seems as if media has heightened the exposure of the victims rather than that of the stress that they should put on the ones who victimized the women. This is perhaps one of the primary reasons why women who are assaulted take lesser chances in making media teem towards their life stories and rather opt to keep everything to themselves. Knowing this particular issue as a growing threat to the military women who are deployed to other countries, the military academy of the United States has established the Department of Defence on Sexual Assault Response Policy. This is the department that is in charge of handling the major issues in the military academy that involves sexual assault. Through this department, the imposed consideration on the process by which women are protected while they are on another country trying to protect the lives of others who are under turmoil is given a heightened focus simply to be able to find ways to increase the competence of the military group to protect others and protect themselves at the same time. Results and Effects As a result to this particular departmental establishment, the level of development on the process by which women's rights are protected in the field until they come back to the country proposed a rather important benefit to the results of the survey handled during the years 2007 to 2008. Although there were times when there have been reported assaults against women, it was easier to handle to push the women to present themselves and their assaulters to the court since the protection against media scandal has been further heightened into a level that is much considerate with the feelings and the emotions of the women. Conclusions With the imposed specifications on the ways by which the men and women try to live with each other and live by each other during the war years, it could not be denied that clashing of opinions and ideas would occur. Issues would arise and matters of conflict would rather develop. Understandably though, issues such as sexual assault is one among the many situations that military members should be aware of and should be able to contain. These issues and situations does not only put their standing in jeopardy but also gives them a devastating reputation that marks their uniforms of strength and honour. References: Report of DEFENSE TASK FORCE on Sexual Harassment &

Diversified Workforce and Leadership Power Assignment

Diversified Workforce and Leadership Power - Assignment Example Employers are also creating an inclusive environment where diverse employees work together, and feel that they are valued by an organization Dunbar & Burgoon, 2005). Unlike the past, employers today have recognized the benefit of seeking a mixed workforce that portrays composition of the operating environment. Diversifying the workforce has a lot of benefits to employers, especially those who seek to compete effectively in the global market. Diversified workforce gives them the opportunity to increase their cultural understanding, and they are exposed to more opportunities in new markets thus placing them in a better position to exploit new opportunities. A diversified workforce in a marketplace will be highly engaged and productive. Employers have found that fostering diversity in their workforce clearly shows a need for everybody’s talent within the organization, and assists to make them feel highly valued. Employers are being trained on the value of fostering diversity in their workforce, especially as a means of promoting equality and inclusivity in their organizations (McGurre & Mammed, 2010). Power is seen as the capacity that one possesses to produce certain effects, more so, being able to influence the behaviour of others (Burgoon & Dunbar, 2005). Contextually, this definition has been extended to describe the power of leaders in their workplaces. Leaders have been characterized by their capacity to make various decisions in an organization, and their ability to influence their juniors or fellow employees’ actions and perceptions. Power is an important tool for leaders who know the relationship between the use of power, subordinates’ satisfaction, and organizational commitment. This power is based on a manager’s position in the organization and is validated by the members of the involved organization (Rahim, Kim & Kim, 2014). The structure of an organization stipulates the framework to enact legitimate power since it not only outlines the rights and responsibilities of the organization but also establishes the hierarchy in the organization.  Ã‚  

Assignment 5 questions Example | Topics and Well Written Essays - 500 words

5 questions - Assignment Example The method of collaborative inventory management or transshipment can be used to regulate the inventory level so as to face the unanticipated demands from the customers. A reduced inventory level results in non- satisfaction of the needs of the customers and it also may entail an increase in the holding cost. Transshipment helps to reduce the inventory cost and to improve excess levels of inventory. Scheduling is typically the last step in the makeover process prior to the actual output is produced.   Commonly, scheduling objectives handle tradeoffs between conflicting goals for proficient utilization of effort and equipment, inventory levels, lead time and the processing times. Efficiency is gained by a timetable that upholds high use of labor, space and equipment. The schedule also retains low inventories, which may unfortunately result in low efficiency because of shortage of material available or high setup times. Thus, a decision of tradeoff in scheduling among effectiveness and stock levels is necessary in short run. Efficiency can be increased in the long run by improving customer service, and concurrently cutting down stock by changing the production process during the time, while reducing cycle time and quality enhancement efforts. Scheduling, thus, is chiefly an activity in short-run that involves tradeoffs between differing objectives. Mohanty, R. P. & Deshmukh, S. G. (2005). Supply Chain Management Theories & Practices. Dream Tech Press. Retrieved from

Cells Biological Essay Example for Free

Cells Biological Essay I) Observation of starch grains 1. A potato was cut by using a cork barrier to obtain a piece of it. 2. The small piece of potato was placed on the centre of the glass slide and enough pressure was applied with fingers to squeeze it until small amount of juice was force out. The piece of potato was discarded leaving the juice behind on the glass microscope slide. 3. A drop of water was added to the potato juice and the glass slide was then covered with a clean cover slip. 4. The slide was examined: under low power (10X), then high power (40X). A drawing of 4-6 starch grains was made to illustrate the shape and other observable details for each, low power (10X) and high power (40X). 5. The experiment was preceded by staining the grains using the irrigation technique. (Irrigation technique: A drop of iodine was placed at one edge of the cover slip. A filter paper was brought into contact with the water at the opposite edge of the cover slip. As water was absorbed by the filter paper, iodine on the other side of the cover slip was drawn underneath it and the sample was stained.) 6. The iodine-stained mount was examined under low power (10X) and high power (40X). 4-6 starch grains were drawn to illustrate their shape and structure. These drawings were included in the microscope data sheet as results. II) Observation of onion cells 1. An onion was cut into half and one of its fleshy scale petals was removed. 2. The onion petal was snapped backwards and a forceps was used to tear away a piece of thin epidermal lining from inside the onion. A 1cm square piece of lining was placed onto the microscopic glass slide. 3. A drop of water was placed on the onion epidermal lining and the lining was covered with a cover slip. It was examined under a microscope at low power (10X) and then high power (40X). A drawing of the observations was made. The details that were observed in the preparation were included. . The parts of the onion cells were labelled accordingly. 4. The experiment was preceded by staining the onion lining with iodine by irrigation technique as described earlier. 5. It was examined again under low power (10X) and high power (40X). 4-6 onion cells were drawn in the microscope data sheet as observation. The parts of the onion cells were labelled completely. III) Observation of cheek cells 1. A clean glass microscope slide was obtained and a drop of water was placed in the centre of the slide. 2. A flat toothpick was hold against the inner cheek and the inner cheek was gently scraped with the flat edge of a toothpick. The cheek cells were spread in the drop of water on a microscope slide. 3. The specimen was covered with a cover slip and air bubbles were avoided. 4. It was observed under high power (40X) and a drawing of 4-6 cells was made. 5. The details that can be observed in the preparation were included and were labelled accordingly. 6. The experiment was preceded by staining the cheek cell slide with methylene blue by irrigation technique. 7. The cell with structures observed was drawn in the microscope data sheet as part of the results. Nucleus, nuclear membrane and cell membrane were labelled. Discussion: Under microscopic examination, organelles of the cell are enlarged to be observed. In onion cells (plant cell), cell wall, cell membrane, cytoplasm and nucleus are observed. In cheek cells (animal cells), cell membrane, cytoplasm and nucleus are observed. The difference between plant cells and animal cells are presence of organelles and their cell shape. From the observation of onion cells and cheek cells, it there is presence of cell wall in onion cell (plant cell) but it is absent in animal cell .The presence of cell wall contributes to the fixed, rigid shape of plant cell whereas animal cell is irregular in shape. Different types of stain colour for particular parts of a cell respectively so that the translucent parts of the cells can be viewed more clearly and can be studied easily. Iodine is often used as an indicator for starch. Hence, starch grains and onion cells are more clear and visible when iodine stains starch present in the cells. During observation of starch grains, starch is mixed with iodine solution where dark blue solution is observed, representing a starch/iodine complex. Staining a plant cell with iodine allows us to see the onion cell wall. Methylene blue binds well with negative charge molecules (DNA) which allows us to see the nucleus of the cell. It stains nuclei acid found in the nucleus, making nucleus more observable. For precaution, glass slide is make sure is clean and perfectly transparent by holding the slide by its edge. Glass slide is make sure not to be dry so that the cell can be observed under the microscope. During wet mount, air bubbles that will interfere the viewing the organisms’ movement is to be avoided by putting the covers lip gently on the slide. When observing the specimen, adjust the iris diaphragm or light level to achieve optimum contrast. Low power is always to be used first as to know the location of a good area for observation.

The Psychological Effect Of Branding In High Fashion Marketing Essay

The Psychological Effect Of Branding In High Fashion Marketing Essay The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of others sellers.(Kotlers and Keller,2006). So branding is a key aspect of marketing a product. Wheeler explains that brand is created in consumers minds, he states that it gives a promise, the reputation and an expectation about the product and the brand its-self, when these factors are managed properly it results in increased awareness and brand loyality(Wheeler,2003) appart from that, branding helps to convey the market position of the brand to potential customers. Branding in fashion industry is to be concentrated in this paper, as clothing/ fashion industry is one of the most growing industries (reffer to appendix 1). According to Verdict reports, The global market for luxury brands has grown rapidly over the past two decades. Estimated to be worth $263billion in 2007 which represents a 31% increase over the past five years, predictions indicate a 71% growth over the next five years, largely fueled by high demand from emerging economies (Verdict, 2007 in Caroline Tynan et al 2009). Fashion shopping is a personal element of consumer culture, it has become a popular leisure activity (Campbell, 1987). Aron OCass(2002) states that there is no single factor that dominates the morden popular cultural psyche as much as fashion. Apart from this, fashion is a significant way of identity portrayal (Crane, 2000; Wilson, 1990). The expression of personality and individuality with the use of cloths is not a new phenomenon, it was used to represent social class and profession as early as the beginning of civilastion. However, the nature of the modern fashion prospect is such that identities can be created and recreated as fast as posible than ever before (Popp, 2000). Commentators characterise this phenomenon as fast fashion. Similar to the fast food revolution, fast fashion entails rapid change in garment styles some garments having a fashion life of only weeks rather than months or years (Jackson and Shaw, 2001). With the help of celebrity and gossip magazines and media p ower there has been a formation of a culture in which the indecisiveness of fashion has brought to a quite fanatical speed,(Ingrid Jeacle.2009). If a popular celebrity is seen in a particular costume a new fashion trend is born, and then the high street store have to reproduce that look as fast as possible before the competition. (Rosenau and Wilson, 2001). This ability to react to the change as fast as posible is known as quick response (Ingrid Jeacle.2009,Abernathy et al., 1999). This huge clothing, industries total main media advertising expenditure amounted to  £56.7m in the year ending March 2009.(Key Notes, 2009 Clothing Retailing 2009). So a study on how brand is used in this industry and the importance consumers give it, in different aspect would be usful for the industry. The following research aims are set, which is undertaken in this study: To establish a relationship between consumer psychology and brand To analyse brand experience and customer satisfaction To analyse factors affecting brand choice Literature Review What is branding? Branding is the main focal point of this study, it would be appropriate to look into what a brand signifies. There are many definitions given to branding by many scholars as it is one of the basic consistencies of marketing. Branding in simple words could be defined as information that a provider of products or services communicates about the value of its offerings to establish trust and build loyalty among its customers. Brand messages differentiate in the marketplace, acting as a filter for making choices. Brand communicates: If you use my product/service, you will get X level and kind of value. For product and service providers, brand is critical because it helps develop loyalty among the customer base and creates opportunities for cross-selling and for deeper sales within a product/service category. Consumers make decisions about products and distinguish among multiple offerings based partly on brand.Anon(2002). According to Chernatony (2006) there are a variety of interpretations for branding and they are based on three categories, Input-based: stressing branding as a particular way of managers directing resources to influence customers, Output- based : consumers interpretations and considerations of the way brands enable consumers to achieve more, and Time-based : recognising their evolutionary nature. A brand is an identifiable product, service, person or a place, augmented in such a way that the buyer or user perceives relevant, unique, sustainable added values which match their needs most closely(Chernatony and McDonald,2003). Similarly (Miller, 2005) states that brand are name, which has a visual expression, like a symbol, a design, a trademark, a logo. He also argues that a brand is directly used to sell products or services. Like these definitions The American Marketing Association (Kotler and Keller, 2006) defines branding as A brand is name, term, sign, symbol, or design, or a comb ination of them, indented to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors All these definition by scholars have shown the importance of branding in an organisation or a product. Branding is complex and it is different products offered with different attributes. How ever the successfulness of a brand could be decided ultimately consumers mindsets, it exists largely by virtue of a constant co-ordinated activities across an organisation apprehensive with delivering a group of values are interpreted and internalised by consumers. The decision making tendency of a potential customer will be affected by the culture and sociological nature of the individual. Culture and sociological factors affecting decision making process Roth (1995) states that, Consumers shopping motives are known to be influenced by cultures, social values and socioeconomic conditions of the market. In an increasingly globalised business atmosphere, it is essential that marketing managers study about differences in consumer decision making with regards to culture. The success of an organisation in a culturally different market place may be largely affected by how well the decision makers grasp the consumers buying behaviours, and how well they are able to incorporate such understanding into their marketing plan and strategies.'(C. Leo et al 2005). Consumer decision making style refers to the mental orientation or approach a consumer has towards making choices (C. Leo et al 2005). Though, consumer decision making style represents a comparatively regular prototype of cognitive and affective responses (Bennett Kassarjian, 1972) national culture has been proven to impact considerably on personal values and attitudes (Hofstede, 1980), thus, culture is expected to encompass significant influence on consumer choice. Fashion industry is a very complicated industry, it is handled differ ently in different parts of the globe, especially in the east and the west. There is evidence of cultural differences in consumer decision making styles for fashion industry in the Chinese and other cultures.(Fan Xiao, 1998; Hiu, Siu, Wang Chang, 2001; Lysonski, Durvasula Zotos, 1996).according to Byoungho, J(2003)Shopping motives may be a function of cultural, economic or social environments. As it is this factor, that drives the attitude that brings consumers to stores, consumers valuation of a stores attributes and successive shopping results, for instance shopping satisfaction, must be different according to their shopping motives (Groeppel-Klein et al., 1999; Van Kenhove et al., 1999) thus in countries which has diverse cultures, tastes, and living habits, international service companies require to be conscious of and adaptive to local requirements (Hofstede, 1980; Prahalad and Doz, 1987). Mc Donald would be a good example of this. Veena Chattaraman, Sharron J. Lennon. (2008) research states, that strength of ethnic identification was an important in determining cultural apparel useage and attributes of emotions and meanings to the consumption. De Mooij (2000) says, Although there is evidence of convergence of economic systems, there is no evidence of convergence of peoples value systems. Cultural and social assumptions trigger our opinion, thoughts and judgment (Hoppe, 2004) this is a great factor in our decision making process. Culture points out the forceful practice that takes place within any perticular society grouping and this helps initiate the cognitive map of beliefs, values, meaning and attitudes that drive perception, thoughts, reasoning, actions, responses and interactions (Tung, 1995) Hofstedes seminal typology of cultural dimensions was first announced in 1980 and still leads in the research topic for management and marketing researchers (Furrer, Liu Sudharshan, 2000;M.H Bond,2002). It characterised culture with five dimensions: (1) Power distance (a tolerance for class differentials in society). (2) Individualism (the degree to which welfare of the individual is valued more than the group). (3) Masculinity (achievement orientation, competition, and materialism). (4) Uncertainty avoidance (intolerance of risk; and later). (5) The Confucian dynamic or long-term orientation (stability, thrift, respect for tradition and the future).( Hofstede and Bond, 1988 in Jhon C et al 2000). However many schloars debate that Hofsted model, is used to stereotype.(M.H Bond. 2002). Appart from the cultural factors scoial infuvence is also very important in the marketing of luxury products or high street fashion goods, according to Bagwell and Bernheim, luxury products marketing is related to conspicuous consumption or status superiority signaling (Bagwell and Bernheim, 1996). Erdem et al. (1999) study established that social status was the most imperative brand or store attribute to clothing or fashion shoppers and emphasized so as to brand or store image fashioned through the brand or store attributes significant to shoppers should be coordinated to individuals values to achieve need or motive satisfaction. The studies recommended that the significance of the brand attributes might differ depending on the purpose of shoping. Ian Phaus research states that, status seeking teenagers have an positive apporach to internatinal luxury brand apparel.( Ian Phau, Yip Siew Leng.2008). (Baudrillard 1988, in Ingrid Jeacle. 2009) analyzes spending practices in terms of the conception of signifying practices. Merchandise act as signs, he argues, and thus their buying the goods is not necessarily to apply any financial need, but rather to communicate status to pear group or other consumers. Bourdieu (1984) has also projected a hypothesis to describe the spending of cul tural capital, such as privileged edification. Social status has been seen to survive superior by most consumption practices, they are infused with the symbolism of experience which expedites distinctions farther made between consumers. Psychological effect Psychological effect is one of the most important factors affecting decision making while selecting a brand or a fashion item like clothing or accessories. The consumers develop better association and links with the brands that they are more familiar with (Hoeffler and Keller, 2003). This aspect is very important to marking managers as in the case of luxury goods people may pay more for the particular product than what they pay for similar products in department stores or other ordinary stores. The sales of luxury goods improve as growing passion for quality and stylish goods set a market segment. The number of people with a passion for fashion is continuously growing, in the competitive world people who are willing to pay more for goods which are produced in limited quantities (H.Elizabeth 2010). Owning limited quantities of higher-priced merchandise make many people feel social and confident. Consumers often evaluate imported goods differently than they do identical domestic products (Herche, 1992). In the cases os brands like, Callaway golf or Victorias Secret products, customers are largely acknowaging to the emotional benefit provided by these luxury goods (Traci Warrington ,2004). Research mainly conducted in further developed countries, have shown that consumers have a common fondness for domestic-made merchandise over foreign merchandise, mostly when information about the product is lacking (Damanpour, 1993; Elliott and Camoron, 1994; Wall and Heslop,1989). The importation figure of apparel products, for instance, was found to have an impact on consumer perception of the quality of clothing brands. Cloths from developing country had the image of quality being significatly inferior. (Dickerson,1982; Morganosky and Lazarde, 1987 Cheng-Lu, et al. 2004). However, a reverse pattern of this effect was seen in less developed countries, where consumers may possibly have a liking for imported brands as contrasting to domestic brands (Agbonifoh and Elimimian, 1999; Li et al., 1997; Marcoux et al., 1997; Wang et al., 2000). there are several other factors that affect consumers perception, there hasent been huge amount of research in this area of business in the past ho w ever some researchers have indicated with the intention of consumers perceptions of brand attributes persuade perceptions of shopping costs and shopping satisfaction(Jiaxun He,2010; Ingene, 1984; May, 1989, Sherman et al., 1997). Ingene (1984) study reveled that a pleasant and enjoyable shopping ambience positively affected the shopping time and the amount of money that customers spend in a store, in addition to the sensation of shopping. Another study by May, (1989) explains that status/ prestige or the attractive displays of stores be able to lead consumers to forgo the time and effort necessary to go extra distance to more distant stores. These examples imply that consumers shop at the place where they can maximize their satisfaction effectively. And other researchers argue that ther are other factor that important in consumer perception, like price and energy (Kim and Kang, 1995) In other words, these studies recommend that perception of the cutomers shopping expenses is a dif ferent dimension that must be taken into thoughtfulness to recognize shoppers store selection process. Buying habits Buying habits, like all these factors, helps in marketing and targeting the market segment. Understanding the buying habits of potential consumers will help in branding and marketing, there are many scholars who have given importance to this subject area, (K.P Kaas, 1982; Caroline B. et al, 2009; P. Knowles, 2002). These researches help in improving the brand image and loyalty. Designer brands use these buying habits to personalise the services given to their regular customers, (in most cases they might be celebrities). In other words buying habits helps us to stereotype consumers and results in targeting only the potential customers, for example, Bruce in his paper states that, young and affluent shoppers who are the fashion stores core customers and fast-fashion chains such as Zara and HM target these customers. (E.Bruce, and Wing-Gar Cheng,2010) They also state, that most department stores in China and other countries devote most of their space to high-margin goods such as cosmeti cs, clothes, and shoes. Those items now account for 70% of sales at the top department stores (E.Bruce, and Wing-Gar Cheng, 2010) According to Sanguanpiyapan, Thitiporn, and Cynthia Jasper. (2010) customers shop for luxury goods where they shop is due to the functinal and nonfunctional shopping motives. According to their research the nonfunctinal motive is very important to analise why they shop where they do. Their research shows that the overall experince which they get from a store is very important in influvencing the customer decition as to where they go for the luxury goods. (Sanguanpiyapan, Thitiporn, and Cynthia Jasper, 2010). Costomers decisions concerning where to purchase or shop are based on their approach toward a stores products mix in addition to the shoppers personal inner orientations, such as motives, needs or values (Gentry and Burns, 1978, Finn and Louviere, 1996;). H. Brad(2010) also argues that the envoirnment is very important for sucsessful retailing, he says that the sles staff should be fully trainsd and knowlageble about the proucts that they sell and the attitude of thes staff is very important in customer satifaction and repeat business. According to Sproles and Kendall (1986,), a consumers decision-making patterns are a mental orientation characterizing a consumers approach to making choices. Their research identified eight mental characteristics describing a consumers decision-making style. The eight decision styles are: (1) Quality conscious; (2) Brand conscious; (3) Fashion conscious; (4) Recreational and hedonistic orientation; (5) Price conscious; (6) Impulsive and careless tendencies; (7) Confused by overchoice; and (8) Brand loyalty These eight factors illustrate the most common and basic psychological or mental characteristics of a potential customers decision making and these are directly related to the consumer choice and behaviour. This information is also necessary in identifying the target market, (i.e. the segments of consumers sharing similar attitudes to shopping ) (Lysonski et al., 1996). Since clothing is one of the most growing industry (it provide huge options) and these behaviours can be identified because of the huge choice available in this industry. The usual factors that one thinks of when selecting a dress or an accessory would be to evaluate the style, colour, brand, design, price and some people check the country of origin. These choice stlyes or behaviors are mostly appropriate to certain shopping attitudes of interest, such as brand conscious, fashion conscious,price conscious, and hedonistic orientation.from this, it is fascinating to see the connection among consumer decision-making styl es and the choice made.(Cheng-Lu, et al. 2004) Tauber (1972) hypothesizes six personal motives for shopping (i.e. role playing, diversion, learning about new trends, self-gratification, physical activity, and sensory stimulation) and five social motives (i.e. social experiences outside the home, communication with others who have a similar interest, peer group attraction, status and authority, and pleasure of bargaining) this was found with in-depth interviews. Taubers study will be very useful in studying the buying habits of consumers. Fashion leaders Fashion leaders are very influential in the decision making process. Most people are always looking forward to celebrities or famous people. Celebrities life style can be imitated by many people, especially by fashion conscious people. This phenomenon has been studied by very few researchers. In the 21st century the fashion world revolves around this phenomenon. If a popular celebrity is seen in a particular costume a new fashion trend is born, and then the high street store have to reproduce that look as fast as possible before the competition. (Rosenau and Wilson, 2001). Most high street fashion stores survive on reproducing the styles that celebrities set. This ability to react to the change as fast as posible is known as quick response (Ingrid Jeacle.2009,Abernathy et al., 1999). Apart from celeberies, fashion leaders can be a popular members of their peer group. Michon R, et al (2007) says that, the mall surrounding can be directly influences fashion leaders hedonic shopping experience and approach behaviour. Fashion followers hedonic shopping experience may be mood driven, while that of fashion leaders is triggered by higher involvement cognitive processing (Michon R, et al 2007). (Vernette E ,2004) Reveals that in womens fashion, especially magazines, a media plan targeted at opinion leaders can succeed, that these opinion leaders ten d to be positive towards and discuss advertising media and that they read more womens fashion magazines and have more affinities with such media than non-opinion leaders. Celebreties are used in advertisement of fashion goods because; in general they tend to be perceived as more attractive, competent, or honest when they are associated with specific branded products characterized by a prevalence of elements that remind perceivers of the corresponding credibility sub-dimension (Guido and Pelusos, 2006). (Kamins 1990) study found that, a highly attractive celebrity endorser is effective for attractiveness-related products. When advertising fashion goods selecting a brand ambassador is very important because they are looked as the face of the brand, they way the look is very important for these goods, apart from this their social life is also very important (Guido et al 2009). Because their social life can affect the image of the brand a good example for this would be Tiger woods, in 2010 when his personal life was under lime light, his personal image was portrayed in a negative format and thus many brands associated with him felt that these media images might affect the image of the brand. These influential people in the society are watched very keenly and some time people try to imitate them mainly the way they dress. Brand loyalty Doyle (1989) stated, that the most significant condition of brand success was connected with differential advantage and the stupendous reputation or image for quality, service, or reliability. This he believed will in turn create brand loyalty. Ehrenberg and Scriven, (1996) states that brand loyalty varies little from brand to brand. Some papers state that, cissessed in long term on the basis of a competitive advantage that competitors find difficult or complicated to copy or achieve and that consumers distinguish as highly desirable for example superior customer service or the brand image/attiude that create brand loyalty. (Cokayne 1991 and De Chematony and McDonald 1994) Loyal customers are the strength of the value of a brand as it is these customers who are least likely to defect and hence it will be these customers who will be going to buy the same brand for years to come (Hofmeyr and Rice, 2000). Isabel Buil,et al (2009)says that, Brand extensions with high fit receive more favorable consumer evaluations and decrease the negative feedback effects of extensions on parent brand equity. A brand can stimulate greater levels of the repeat purchase phenomenon among customers, especially the loyal ones (Miller, 2005). Customer loyalty has become something of a legend in marketing concepts and theories, which is based on the above assumption. Brand loyalty has largely been defined in terms of attitudinal terms or behavioural terms (Mellen et al,1996). The researchers generally consent to the point that Brand loyalty is a complex construct (Javalgi and Moberg, 1997) and claim wide acceptance to the definition brought forward in the first instance by Jacoby (1971). Thus the widely accepted definition for Brand Loyalty is that, it is biased (non-random) behavioural response (purchase) expressed over time by some decision-making unit with respect to one or more alternative brands out of a set of brands and is a function of psychological processes. At the same time the definition enjoys wide acceptance it is also noted that the few people would be classified as truly loyal when all the above stated criteria have to be complied with. As Wood (2004) observes that it is possible for consumers to buy a brand they dislike because it is the one that is readily available to them .Also states that it should not be assumed that behavioural loyalty involves feelings or positive cognitive process as antecedents. Thus Brand loyalty however is not the sole driver for the customers to stick to a particular brand. One of the investigations into the issue introduced a new paradigm of brand commitment. Hofmeyr and Rice (2000) argue that the key to brand profits is creating a committed customer base. They suggests that the customer purchasing decision is influenced by how committed they are to the brand, as even though the consumer may buy a particular brand repeatedly, this may be because the brand of their choice is not available to too expens ive. Hence points out that the brand attitude would be one of the deciding factors in loyal behaviour, there are other influential factors like distribution, market concentration and activities promoting the brand. It is very important for the brand owners to keep track and understand the variables that are the basis of loyalty , specially that of the loyalty behaviour for the brands due to various reasons. Today, traditional consumer life-stages are fragmenting , the social and economic changes raging from fractured career paths, redundancy , increasing in single, separated, widowers and divorcee group etc all of it disrupts the traditional pattern(Kottler and Keller,2006). ). Studies have shown that consumer buying behaviour is habitual, habit have also been hard to break, and looked on as safe and familiar (Bandyopadhyay,Gupta and Dube,2005). Therefore, if the competitor brand is to inspire loyalty and break an old habit, it would be a real success in marketing and brand management. A recent research on the importance of the nature of brand loyalty, argued that the relation between brand loyalty and size of the brand is inversely proportional(Bandyopadhyay,Gupta and Dube,2005). Smaller bran ds attract fewer customers than large brands, and customers opt for larger brands far more frequently, this double disadvantage of the less popular brands is termed by many experts as double jeopardy (Bandyopadhyay,Gupta and Dube,2005). A study shows that business lose between 15 % to 20% of customers a year, and retention of 80 % means that customers on average , remain loyal only for 5 years and improving retention to 90% leads to the average life of a customer doubling to ten years (Boone and Kurtz,2006). There have been several other studies which seem to corroborate the fact that brand loyalty is a highly desirable phenomenon to any marketing initiative. Customer loyalty and building long -term relationships is vital; as more saturated the market, the more difficult and expensive it is to win new customers and more the existing customers are.It goes to the extend that the increasing focus of marketers on retention of exsisting customers and less on attracting new ones(Verhoef,2003). One of the widely quoted studies in most of the literature was a research conducted by Bain and Co, which came up with a simple equation suggesting that the cost of winning a new customer would be five times as high as the cost of retaining an old one (Reichheld, 1996). This is a significant incentive for companies to invest in measures which help boost brand loyalty. The same paper also gave out a statistic suggesting that a minor control on the rate at which the customers defect form the companies bran d can have a significant impact on the overall profitability i.e. a cut of 10-15% can boost the profitability by over 60% (Reichheld, 1996). There is however little doubt about the role of brand loyalty in building the strength of a brand and adding value to the business. Specified below are some of reasons which emphasize the implications of building the emotional relationship with the customer in terms of brand loyalty (Miller, 2005)- Cost: The costs of attaining new customers are condensed to a great degree Distributors e.g. retailers are happier to stock brands with high loyalty Highly loyal customers tend to become brand advocates to family, friends and colleagues and thus act as ambassadors of the brand and bring in new customers A loyal customer foundation acts as a breathing space for companies a kind when faced with market changes Brand loyalty has thus a important role in defining brand equity and brand valuation. Brand image and brand attitude significant research efforts has been concentrated on identifying important brand or store attributes that constitute brand or store image which influence consumers store choice and benefaction (Dickerson and Albaum, 1977; Hansen and Deutscher, 1977-1978; Lindquist, 1975). Erdem et al. (1999) studed the nine dimensions of Lindquist (1975) and developed an evolved three key store attributes for clothing shopping: (1) Status; (2) Merchandise; and (3) Price. Apart from this approach, Westbrook and Black (1985) also hypothesized three categories of shopping motives: (1) Product-oriented; (2) Experiential; and (3) A combination of product and experiential. Accordind to Parks and his teams study, brand images or advertisements based on an perceptive of consumer motives/needs have been viewed as an efficient way to converse product benefits (Park et al., 1986; Jiaxun He, 2010). Doyle (1989) revealed that the most essential principle of brand success combined with the degree of difference advantage was exceptional reputation or image for quality, reliability or service. This, he was convinced that this, enabled successful brands to accomplish numerous additional criteria, for instance seize higher prices than less successful brands. However some researcher argue that the success of a brand depends on factores like market share, shareholders equity and profitability (Innscher1993, , Gale 1987, Hansen, Gronhaug and Wameryd, 1990 and wilson 1978). (Dall Olmo Riley et al., 1997) have recognized strong correlations involving a brands market share and consumer attitudes towards it. But according to Pitta and Katsanis (1995), successful brands w ere the brands with a strong image or personality, when consumers perceived specific attributes as being strongly associated with particular brands. Keller (1993) describes, that the brand associations needed to be congment because the favourability and strength a brand association could be influenced by other brand associations. De Ghematony and McDonald (1994) in their study highlights the importance of added values as a main feature of successful brands. De Ghematony and McDonald (1994) also mentioned that, it was perceived effect, other than the actual quality that accounted and that this effect was assessed by consumers in camparison to other brands. These consumer-based achievement criteria are influential to business-based measures of achievement, such as the consistent stream of future income and the superior eamings that originate from high market shares, premium pricing and from the ability to resist pressure from the trade for discounts. (De Chernatony et al,1998). Joachimsthaler and Aaker (1997) explains that visibility have to be joined with clear brand identity, so that those conniving and implementing the communications channels do not accidentally send confusing or conflicting messages to consumers. Stephens et al. (1996) states, that a long-term good relationship with the consumer is very important in creating of successful brands image. With the creation of a high brand image and brand attitude, brand will be able to originate to premium pricing, high market shares, and from the ability to oppose pressure from the business for discounts. (Gokayne 1991)

Body Image Research Paper

Body Image Research Paper Chris Browns Body Image has been a struggle women have been faced with for decades. Recently the fad has changed. Women have been drilled with media and the states of mind that only size zero women are beautiful. With the constant reminder of the skinny fad by models, actresses and other women famous in media women are reinforced of the worlds narrow view of beauty. This desire to be thin has driven many women to do drastic things to their body. There are many shocking statistics showing the amount of women in the world have done something negative to their bodies because they were not happy with them. Body Image has played a huge role in womens lives and has changed through out time, causing women to have low self-esteem, which in some cases develops into eating and health disorders. Through out time societys definition of beauty has changed drastically. In the early 1900s women were praised for having voluptuous bodies; wide hips and large breasts were considered sexy. In 2008 that changed radically adult women were weighing between 90 and 110 pounds; a very unhealthy weight for a full-grown woman. What the worldviews as a beautiful woman is absolutely no body figure, basically the skin and bones look. This thin obsession began as early as the 1800s. In 1840 Doctor Sylvester Graham announced that a diet was the keys of health(Wolchover 2012). Once women started realizing that others were starting to lose weight because of this fad every one else wanted to get in on it. Within the years of 1890 and 1920 womens average body weight went from a voluptuous weight to where fat is pronounced gross by American society. Women have been faced with this issue only in recent years and the struggle to be at peace with their own body has become worse and worse. In previous ag es women did not obsess about every calorie they eat and how much time they spend at the gym. The only mindset they had was to make their family and husbands happy. It all started when dressmakers and seamstresses starting making the average dress size a lot smaller. Women who did not fit into these smaller sizes started to find themselves at less worth and began obsessing over their weight and waistline (Wolchover, 2012). Another factor in the change of womens body figure had to do with the industrial revolution. When dress sizes started becoming standard sizes women became more aware of their size. Starting during the time of the revolution dresses started coming in specific sizes: Small, Medium and Large opposed to dresses coming in number sizes according to the height and width of a womans body. Also America was urbanizing around that time. That meant second-class women had more access to different varieties of food. Slowly this caused the average American to become overweight. In the early 1920s the calorie was discovered. Along with that came the act of counting them as well as fats, proteins, vitamins and minerals. Soon after this discovery American started doing anything they could to start lose weight and burn calories. Soon after America discovered the act of dieting the weight scale was invented to put the final touches on Americans realizing their body mass. Due to this, in the late 1920s, dieting and counting calories became a daily routine in the lives of Americans (Wolchover, 2012). Another contributing factor to the change in beauty was the famous Twiggy. In her times the requirements in becoming a model were not as ridiculous and degrading as they are now. Twiggy was the ideal British model. She was thin, with gorgeous round eyes, long eyelashes, and most importantly her thin body figure. Twiggy is often the blame of the favoring in extremely thin model and appearances. Due to her naturally tiny frame and her great success as a model models in following generations often admire her. Her body figure set the standards for models to be in order to be successful. Even women who are not models are thriving to have a body like Twiggy. She was definitely an icon and narrowed the worlds view of beauty (Examiner.com). Body Image and self-esteem issues are most common among teenage girls but it has occurred in all ages. The reason teenage girls are the biggest target for these issues is because they are the ones who get most caught up in modern media. Among many teenagers the desire to be model thin has driven them to go to extreme measures to obtain that image. Studies have shown that recent T.V. shows have focused on body figure and have been changing the self-esteem of girls as young as 5 (Hueback, 2006). Girls of this new generation are bombarded with images in media of celebrities and models that have this ridiculously thin figure, they feel they need to be the same to be beautiful and have the Hollywood Shape. Teens now feel like they have to live up to the American standards of what they should look like. Young girls look to these anorexic models and celebrities as role models because they appear to be happy with themselves and girls feel like they need to have the paper-thin look to be happ y as well. Mothers also play a huge part in girls body image hundred percent of girls look to their mom as their role model and too often moms obsess over their weight so their daughters follow in their footsteps. Girls who grow up with brothers and dads who have a preference for thinner women are also victims of this issue. There is an overwhelming percentage of young girls who wear body hugging, midriff baring clothes that are envied by the girls who cant ant those girls are the ones who view themselves as ugly. The ones who wear the tight clothes are the ones who are viewed by the biased society as beautiful. A research in 2010 showed that 59% of girls are unhappy with their bodies. The average size that is desired by the 59% of Americans is 13-19% below healthy weight (Wolf, 2012). Media exposure has made the average young woman put appearance and physical appearance at the center of their mindset. It has made young women have a limited constrain on femininity. In the American m ind thinness is now not only about physical appearance but success, self-control and higher socioeconomic status. Women acquire success through having the body they want because it requires work in the gym and eating right to acquire it. It symbolizes self-control because certain foods that are not healthy and being lazy and skipping the day at the gym is tempting but it shows that they can make it through those temptations to obtain the body the desire. Even young girls are obsessing over every calorie intake they consume and this issue is starting in girls as young as nine. That is one motivation for a good body weight. Low self-esteem among teenage girls has led to early sexual activity, substance abuse, and eating disorders and in some extreme cases suicide. 64% of all teens in America are unhappy with their physical appearance and weight. The average height and weight for an American woman is 54 and 140 pounds and the height and weight for an average model is 511 and 117 pounds . Self-Esteem is how much a person likes them selves and how they recognize and appreciate their individual character, qualities, skills, and accomplishments. Like body image, self-esteem is also base on how other people look at someone as a person. Good self-esteem helps keep a positive outlook on life and appreciate the person they are. Women who are thin are often associated with strong, beautiful, independent, hard-working women and on the other hand women who are not are often associated with lazy, sloppy, weak women. More then usual thats not the case. Some women are too busy to go to they gym everyday. Single moms for example are busy taking care of their kids and keeping them on track to worry about their own weight. In other cases women are content with their own body and dont worry or care about what other people think and that is a perfect example of a strong woman. Often body image is how others think of them as a person not only physically. When girls develop low self-esteem because of their weight and physical appearance, often these occurrences lead to eating and health disorders. This issue can also lead to other problems now common amongst teens, such as pressure into having early sexual activity. One out of every college student will develop an eating disorder before they graduate (Wolf, 2012). In this desperate attempt to be skinny women often drive themselves to depression and helplessness. The thought of dieting and exercising religiously has become a daily part of a womans life. A woman discontent with her body is the lead cause of women developing eating disorders. The main factor of eating disorders sparks from low self-esteem. Which also leads to substance abuse among teens. The factors that lead to teen substance abuse are teens thinking they are not cool enough because they are not as skinny as the popular girls so they think if they drink and abuse drugs they will be able to fit in with the others. Studie s have shown that most of the girls that are diagnosed with eating or health disorders and low self-esteem are the ones who are exposed to media and the images of models and celebrities than opposed to ones who are not. This occurs within teens before college level (Wolchover, 2012). Americans on average spend more then 40 billion dollars a year on dieting and exercise products. In an average lifetime 50,000 people will die because of eating or health disorders based on body images (Wolf, 2012). Many young girls are judged and even bullied about their weight if they dont love up to certain standards. This judgment has lead to serious eating disorders among teens in America now. In some extreme cases it once of the main causes of suicide in American teens. Too often girls are obsessing over the fact to be at peace with their body and young girls even starting at the age of nine are going crazy over losing weight. Girls need to know that no matter what shape or size or color of their skin it does not matter because every single one of them is beautiful. In the bible Ecclesiastes 3:11 God says He has created everything beautiful in its way. No ones word can go against the word of God. Everyone who feels insecure needs to read that verse and realize no matter what anyone says it should not have any affect on them because GOD has made nothing that isnt beautiful and that is literally all that matters. Anyone who is putting up with bullies, anything they say should go in one ear a nd out the other. In recent years it is more common among humans to give criticism in a negative way towards other people. It has become a normal part of American life. Even among friends put-downs are normal conversation but sometimes it goes too far and the person on the other end takes it heart. Some become more offended then intended. For example when a group of girls are friends and one of the girls are bigger then the others in the group that one was insecure. Her insecurity would lead to self-harm in some cases that would cause them to go to extremes to feel like they fit in with their friends. This case has occurred more then it used to (JournalOfHealthPsychology). Another insecurity that body image creates is depression. When girls are unhappy with what they see in the mirror it causes them to beat themselves up. Depressive symtomatology is one of the major affects caused by eating disorders. Girls torture themselves mentally by hating what they see in the mirror and hating themselves for what they see. Even a girl who is a size two will think she looks like a size eight and then wants to lose weight. People who work for big modeling agencies and works of that nature have stated Being a size two is the new size eight (Wolf, 2012). Food restriction has been associated with vulnerability (JournalOfHealthPsychology). Too often girls are often too harsh on themselves. They spend so much time judging themselves then actually going out and trying to change that. So many teenage girls are embarrassed or insecure about their bodies. Too often then not they are the ones beating them selves up for being a size 8 rather then being a size 2. Some of the time teenage girls are their own worst enemy. They put thoughts in their heads that they are not worth anything because their not model thin. Another contributing factor to the body image crisis among American women is caused by the fashion industry (Anthony 2012). Each year during Fashion Week designers exhibit their designs through out a series of fashion shows. Each year the upcoming trends are displayed on skinner models then the years before. The usual waistline for the average American woman used to be a healthy fourteen now it shrunk dramatically to a size four. The ideal body image is presented to girls at a very young age. It can tart by what they choose to watch on television and how the girls look that act in them. Another obsession girls are faced with is always looking perfect. They see models in magazines whose facial features are perfect and they want to look like them. Models that have their faces airbrushed and made to look perfect. A lot of models that appear in magazines and advertisement have their faces and morphed to look a specific way that the director wants them to look. A model for Ralph Lauren was a size four and because of her weight problem and was fired. There is a positive way for women to lose weight. Women think by starving them selves they will reach the weight they want. It is a fact that eating healthy is better for you then not eating anything at all. Eating a donut for breakfast is healthier then not eating anything at all. Eating breakfast is the most important meal because it gets your metabolism going for their day. The most effective way to lose weight is to eat foods that are healthy for you and exercise daily. Women dont always realize that there is a positive way to get rid of un wanted body fat. There are also treatments that speed up the process of losing weight. Women need to realize that starving themselves is not the only way to lose weight and there are other options to get rid of un-wanted body fat (Anthony, 2012). Body image has been womens struggle through out all of history. Most recently the struggle has been more outrageous. Women have been drilled with image of the media that the only way to feel beautiful is too be extremely and unhealthily skinny. The media has put the images in the average womans head by actresses, models, and other celebrities that have the extremely skinny look and appear perfect and happy. The obsession to be skinny has driven women to many drastic things to their bodies. Women have gone to extreme measures to obtain this thin appearance. Only they think beauty is only the Medias narrow opinion of it. Body image has played a huge role in the lives of women through out the years and with time, has changes, also causing women to have low self esteem issues and in some cases obtaining eating and health issues (Anthony 2012). Body image is how girls see themselves and their self worth. Poor body image can lead to an unhealthy life style. Girls even at the young age of five can start facing insecurities about their body. The standards of how society views women as beautiful have changed through out the years. These problems often evolve from people picking on them and being blasted by the media that only woman who are a size two are considered beautiful. These issues cause depression and eating disorders among women and some extreme cases the criticism and self-hatred lead to suicide. The media is mostly to blame for these problems and what they say and portray beauty as. Body image has changed and played a role in womens lives through out history, which has cause women to have low self-esteem, and in some cases leads to eating and health disorders.