Computres Essay Example | Topics and Well Written Essays - 1250 words

Computres - Essay Example Weaving looms for executing mechanical computations. Original PCs (1940-1956) were very enormous, problematic and exorbitant. They utilized vacuum tubes; the size of lights, which created a ton of warmth. This made warmth guideline and atmosphere control troublesome. The second era PCs (1956-1963) utilized transistors that were littler than vacuum tubes. They were progressively solid and expended less warmth (Cosper, 2013; Morley& Parker, 2009,) Third era PCs (1964-1971) alluded to as the IBM 370 arrangement, which came in various sizes. They were for the most part utilized for logical and business purposes. The third era PCs utilized coordinated circuit innovation and microchips were utilized as memory. Fourth era PCs (1971-present) saw the ascent of PCs (PC). Mac presented Macintosh I (1976) and II (1977) marshaling the wide utilization of PCs at home. Programming industry began developing, with apple and Microsoft being the primary organizations. 1990s saw an ascent in sight a nd sound culture with the revelation of World Wide Web that made enthusiasm for PCs. Callings grasped programming to improve items and administrations. In the mid 2000s, PCs started to get incorporated with TV. Writing survey Why is PC development useful for society? The development of the computerized edge has reshaped the manner in which society works regularly. It is important that PCs have innovation has unfurled a difference in time. Ramifications of PC use on society are so differing. PCs have helped in the production of data. PC advancement has made it simple and snappy to make data. With the goal for society to develop, data is a fundamental factor in the progression of political, social, monetary, natural and wellbeing asseveration. PCs have made it feasible for society to create data that is valuable in financial choices. For example, business programming improvement makes it simple for experts to do their obligations exactly and in a maintainable way. On a higher note, PC development has additionally helped in transmission of data. Convenient and exceptional data is conceivable through registering. At first, data was transmitted through signs like fire, utilizing verbal exchange and letters. In certain cases, data never arrived at the planned beneficiaries. In any case, PC developments alongside other web innovative headways have made it easy for individuals to convey in a small amount of a second. Individuals can speak with companions and family members who are completely different through messages and video talking. Other web based life stage correspondence like Facebook and Twitter has improved the manner in which masses organize (Wright, 2012). PCs have likewise assumed a main job in diversion arrangement through PC games and activitys. Different highlights like e-learning give a chance to students to get to training at the solace of their homes. This saves money on cost as an individual doesn't basically need to be truly in participation to the learning establishment. Bank holders can get to data on their budgetary status whenever through web banking. PC advancement has brought about occupation creation for many individuals around the world. New vocations have come about because of PC advancements, for example, data innovation specialists and programming engineers. Each

Balanced Scorecard Facilities Management free essay sample

Global Shared Services and Outsourcing Advisory Using a fair scorecard to help measure offices the executives execution by Steve Silen, Director, KPMG Advisory Services For almost 20 years, driving associations have been utilizing adjusted scorecards to deliberately quantify the monetary and non-money related execution of various operational capacities inside their organizations. All the more as of late, they have started utilizing them to quantify the exhibition of their outsider specialist organizations. In the offices the board (FM) work, utilization of a decent scorecard empowers organizations to assess the exhibition of their outside suppliers against different rules (see Figure 1), help set arrangement and center, recognize improvement openings, upgrade execution detailing, and lead valuable conversations with their FM suppliers. Test adjusted scorecard (1 †best, 5 †most noticeably terrible) Evaluation Criteria Cost Customer Satisfaction Service Delivery EHS Performance Compliance Innovation/Continuous Improvement Weight 35 20 10 5 100 Evaluation Comments Costs were marginally under spending Score dependent on consumer loyalty overview All SLA prerequisites were met There were a few wellbeing occurrences in the cafeteria No fines or infringement No activities were executed Weighted Score 2 1 4 3 5 2. 25 It could be said, the parity scorecard process for FM specialist organizations ought to be like the manner by which singular execution is dealt with †desires are set, measures to assess execution are set up, execution is observed and talked about consistently, restorative measures are actualized, and execution is officially recorded. â€Å"Just as associations need their representatives to accomplish the most significant level of execution, they should need the equivalent from their FM specialist organizations. In spite of the fact that there is no set arrangement for adjusted scorecards, and they fluctuate from organization to organization, Figure 1 shows components numerous associations remember for those for their FM specialist co-ops: †¢ Evaluation standards †zones estimated (e. g. , cost, consumer loyalty, administration conveyance, security execution) †¢ Weight set on every standard (I. e. , diverse % for every standard, totaling 100%) †¢ Evaluation remarks †positive just as zones for development †¢ Evaluation score (e. g. , 1-5 scale) for every rule and an all out weighted score. Note: Evaluation models and loads are for illustrative purposes as it were Common Services and Outsourcing Advisory/August 2012  © 2012 KPMG International Cooperative (â€Å"KPMG International†). KPMG International gives no customer benefits and is a Swiss element with which the autonomous part firms of the KPMG organize are associated. NDPPS 104414. SSOA 6245. When to utilize a fair scorecard A reasonable scorecard ought to be set up for every FM specialist organization just when it bodes well to do as such, e. g. , when the measure of FM spend is huge, administrations are every now and again performed, or when the supplier chips away at site full-time. The decent scorecard approach works amazingly well for organizations that work under a coordinated offices the board (IFM) †wherein some FM administrations are selfperformed by one specialist co-op while others are taken care of by firms with which it has banded together, all in an incorporated way model †due to the numerous assistance lines and the expansiveness of the provider’s obligations. In any case, it is likewise entirely significant for firms that don't work under an IFM model. To see year-on-year adjusted scorecard slants and decide whether execution is improving or not, associations regularly use designs (see Figure 2). Test score diagram Explicit assessment models Cost While all organizations track genuine costs, they ought to likewise assess cost execution at a progressively point by point level with loads and scoring definitions appointed to each sub-classification to guarantee savvy administration conveyance. Figure 3 on the following page is a case of a reasonable scorecard for cost. Numerous associations think that its helpful to evaluate costs not just in total, as in the above model, yet in addition by kind of cost. This empowers them to focus in on explicit costs, for example, upkeep or vitality/utilities, and have important conversations with their suppliers about whether their desires are being met. Consumer loyalty Measuring the fulfillment level of those getting FM administrations is another basic piece of the procedure. Associations should utilize an assortment of techniques to get input legitimately from their inward clients, including intermittent email overviews (e. g. , yearly/semi/endless supply of a help), on the web or paper recommendation boxes, clerical specialist criticism meetings and # of protests got. A definite scorecard, like the one in the cost classification, ought to be built up to quantify consumer loyalty. These are brilliant approaches to â€Å"hear the voice of the customer† and distinguish regions for development. However care ought to be taken to create and manage studies that catch significant data without being a weight to finish, and that input meetings don't get members far from their occupations for a really long time. Administration conveyance Proper operational execution is guaranteed just when suppliers meet or outperform firms’ administration conveyance desires. In this way, associations should execute a point by point scorecard to evaluate administration conveyance execution for each assistance line. For instance, in the upkeep classification, the itemized scorecard may resemble the model in Figure 4 on the following page and Figure 5 shows a case of a point by point scorecard for food administrations. Like the scorecard models, associations ought to build up point by point scorecards for their other re-appropriated administration lines, for example, janitorial administrations, call focus and sorting room. Figure 2 Evaluation models †the nuts and bolts The assessment rules on the reasonable scorecard ought to be custom fitted for every class (e. g. , cost, consumer loyalty, administration conveyance, and so forth ) also each significant help line (e. g., janitorial administrations, food administrations, support, and so on ) and the weight ought to fluctuate to mirror the significance of every basis to the association. Firms ordinarily build up scoring definitions and the methods by which the scores will be determined to limit subjectivity and give clearness on how execution will be estimated. While a few associations utilize profoundly point by point scorecards to completely assess every standard, the â€Å"right† level of detail for some random firm is subject to various factors including that there is a solid and simple procedure by which to get the important data.

SAT Tips - How to Use SAT Essay Samples For the Exam

SAT Tips - How to Use SAT Essay Samples For the ExamBefore the competition comes, try using the SAT practice essay samples. The practice essay is supposed to be a drill before the actual test to prepare you for the real thing. The exam consists of multiple choice questions and essay questions, so it is imperative that you practice as much as possible on the things you want to focus on the exam. It will help you if you find out which parts of the essay that you are lacking on.Writing about your own knowledge is a great way to prepare for the SAT. Focus on learning how to evaluate your own knowledge as well as identify the knowledge gaps you have. Although you can be confident about your own knowledge, remember that other people may also have the same knowledge. And what better way to determine if they know something or not than to write about it. It gives you an idea of what you will be testing for and how to proceed if you find that the answers match.If you are writing about your fam ily's history, try thinking about it from different perspectives. This will show your abilities to analyze information from many perspectives. Look at various examples to see how your argument goes for others who are likely to read your work. Try writing about different aspects of the family from a wide variety of perspectives.The SAT is a math test so make sure that you get accustomed to both basic and advanced mathematics. Do not rely on only one set of tools or your classmates' abilities to pass the math section on your behalf. Try to have a conversation with them about their abilities and you can gauge your own skills to see if you need to brush up on them.Know how to recognize and apply basic mathematical concepts. The SAT math section is almost like an interview in some ways. You will be asked about your knowledge of math and your application of it. Test your knowledge and get feedback on how well you understand the concepts.Familiarize yourself with data analysis and apply it to the SAT. Determine how this sort of analysis can help you decide how to analyze and present data. Present data using graphs, tables, and charts. If you don't know how to apply this type of information to your essay, you should learn more about it.In this section of the SAT, there are various types of literature that you will be expected to examine. Know the different forms of literature so that you can distinguish the forms that are to be assessed and which should be ignored. Read novels in as many formats as possible.Use the SAT practice essay samples that you find in the online guides and the books that you purchase. Try to find out which types of essay you are lacking and focus on this area of the essay. Practice using them and become familiar with them.

Police Brutality A Case Essay - 1842 Words

Police brutality - Police brutality has always been there, and it is something that is still occurs and affects us all over the world, it affects our communities, and us in the way we live, our futures and our upcoming generations. Police brutality is manly a case where police are chosen to protect us from ourselves, and the public, but unfortunately this is ironically lost and diluted in police minds due to being power hungry, controlling, and in most cases disregarding human rights and violating them. - After seeing the general analysis on police brutality this literature review will go into deeper topics discussing, police brutality mostly against the colored community from the academic articles of Williams Juleyka L, and Mitchell Jacquelyn, but also brutality against minorities like the disabled, and immigrants from an article by Hutto Jonathan. Furthermore, to human rights to amendments and simple rights for civilians in America for protection against brutal police, and activists defending rights and reporting truth being discussed by, Lawson Tamara F, Conde Victor H, Shabazz Saeed, and Wyche Steve, covering all of these topics and going much deeper. - leading to a final point of the paper with focus on this rapidly growing modern age of technology and how we can see technology is affecting police brutality and in specifically which ways. Shaw Andrew Rosado, and Arnold Aaron Paxton, reveal how technology now, like surveillance cameras, and access to cellphones beingShow MoreRelatedPolice Brutality : Corey Jones Case1568 Words   |  7 Pages Police Brutality Corey Jones Case Davon Key Crititcal Thinking and Communication 1201-06 Professor DuCloux 4 April 2016 In October of 2015 in Palm Beach County Florida a young African American was shot to death though he had caused no harm. After performing at a concert, Corey Jones was headed home and while traveling on I-95 his car broke down and he was stranded on the side of the road. While stranded he contacted his brother to notify him of the situation. He then contactedRead MoreIn the cases on police brutality these people that get beaten all of these have something in common700 Words   |  3 Pagesthe cases on police brutality these people that get beaten all of these have something in common they all have a part in the USA they bring together the people that have a strong voice,strong personality,and have a purpose here with all these people having to go through difficult times like getting beaten and cases that made a innocent person get life sentences or any time at all they all fall under the category of police brutality. At least two people die during day of violence of police brutalityRead MoreCase Study #2 Police brutality is becoming more and more apparent in the news today because it1400 Words   |  6 PagesCase Study #2 Police brutality is becoming more and more apparent in the news today because it seems to be occurring more than before. In 2012, the NYPD killed 21 people that year which was an increase by 7 from the previous year (W.A.T.E.R, 1). The numbers are rising in the big cities where more crimes are likely to happen. Toronto isn’t as big as New York City, but it comes to show that police officers are killing more individuals each year. In 2009, in the little city of Cabbagetown near TorontoRead MorePolice Brutality Of African Americans1405 Words   |  6 PagesIn recent years police brutality towards African Americans has increased. This violence has resulted in riots across the United States. The August 2014 death of Michael Brown in Ferguson, Missouri many Americans, some who are former Civil Rights activists, have spoken out against police brutality. Black Lives Matter states that the movement’s goal is to bring justice to the present unjust police killings of African Ame ricans. Looking at prior cases of brutality and its connection to racial profilingRead MorePolice Brutality And The United States1479 Words   |  6 Pages Police Brutality in the United States University of Nebraska Kearney Colton Blankenship Abstract This research paper is an overview of police brutality in the United States. The paper covers what police brutality is and the definition. The information about police brutality is expanded about what is reasonable and excessive use of force an officer can use. Information is included about the thoughts of what the citizens feel about police brutality. Among the white andRead MorePolice Brutality And The Civil Rights Movement1738 Words   |  7 PagesWhile combating police brutality everyday, what really does matter? Despite, the increased attention and actions to remedy police brutality, police brutality is still a prevalent issue in today’s American society. It has sent critics on both sides of the issue into their corners, as no one really seems to have the answer. Maybe, the reason why police brutality has been so troublesome to alter is because the people trying to alter it are only targeting only the symptoms instead of the infection itselfRead MorePolice Brutality And Crime Brutality833 Words   |  4 PagesPolice Brutality Police brutality is defined as the use of excessive or unnecessary force by police when dealing with civilians (What Is Police Brutality?). Recently, there have been a surplus of incidents involving police brutality. Cases like Michael Brown, Eric Garner, and Tamir Rice are examples of police brutality. All three of these victims ended up dead at the hands of police. Statistics show that, just this year alone, 1,013 Americans have been killed by cops (Cop Crisis). Social mediaRead MorePolice Brutality1263 Words   |  6 Pagesï » ¿Police Brutality Did you know that Police brutality is the intentional use of excessive force, usually physical, but potentially also in the form of verbal attacks and psychological intimidation, by a police officer? Despite major improvements in police practices (since 1981) reports of alleged police misconduct and abuse continue to spread through the nation. Police Brutality still goes on around the world today with improvements of enforcing police brutality in police departments. There haveRead MoreRacism And White Privilege Enforcement Essay1292 Words   |  6 PagesPolice officers, who were once referred to as peace keepers, are now more law enforcement officers. Police agencies around the United States seem to be stuck more on quotas and creating revenue for their county or city. Making many officers strive for many unnecessary arrests. Which as a following result has brought up a lot of tension between the police and their citizens. With increasing violence in cities and states; police of ficers methods have slowly become more aggressive, bringing a rise inRead MorePolice Brutality Has Increased Throughout The United States Essay1307 Words   |  6 PagesPolice brutality has increased rapidly over the past few years. In fact, 19.4 percent of cases between officers and suspects tend to tie into police brutality. It takes men and women 21 weeks to train and graduate as a police officer. These same people take an oath to ensure they will never use their badge for harm, but now the trust that the citizens have with the police are depleting. Police brutality has increased throughout the United States and research shows that race of suspects contribute

Castigo, multa y perdón por entrar ilegalmente a EE.UU.

Cuando una persona extranjera ingresa ilegalmente a los Estados Unidos està ¡ cometiendo un crimen –en la forma de falta o de felonà ­a, segà ºn el caso– y puede sufrir consecuencias migratorias, econà ³micas y legales a consecuencia de esa accià ³n.  ¿Quà © se considera ingreso ilegal a los Estados Unidos? En realidad, segà ºn las leyes migratorias se considera ingreso ilegal a Estados Unidos varias acciones, entre ellas: ingresar por cualquier punto de la frontera distinto a un puesto de control migratorio oficial.cruzar la frontera escondido en un vehà ­culo que sà ­ pasa por un control migratoriocruzar por un puesto migratorio utilizando una visa và ¡lida pero que se obtuvo mediante fraudecruzar utilizando visa, pasaporte o tarjeta de residencia falsosingresar con el documento de otra persona, como por ejemplo su pasaporte o cualquier otro.  ¿Cuà ¡l es el castigo y la multa por cruzar ilegalmente una sola vez? La primera vez que se cruza ilegalmente a Estados Unidos se està ¡ cometiendo un crimen en la categorà ­a de falta, conocido en inglà ©s como misdemeanor. Si el migrante es agarrado puede ser condenado al pago de una multa econà ³mica y/o a una posible condena de prisià ³n por un mà ¡ximo de 2 aà ±os.    ¿Deportacià ³n exprà ©s o deportacià ³n ordinaria? Ademà ¡s, si migrante que cruza ilegalmente y es agarrado en el intento o poco tiempo despuà ©s o cerca de la frontera puede ser objeto de una expulsià ³n inmediata, tambià ©n conocida como deportacià ³n exprà ©s. En este caso, los migrantes reciben un castigo y no pueden regresar a EE.UU. por cinco aà ±os. Por otro lado, los migrantes que consiguen ingresar al paà ­s sin ser detenidos pueden ser arrestados posteriormente en cualquier momento. Tambià ©n puede iniciarse contra ellos un proceso ordinario de deportacià ³n, aà ºn cuando no cometan otros delitos y aà ºn cuando tengan hijos estadounidenses.  ¿Puede arreglar los papeles dentro de EE.UU. el migrante que ingresa ilegalmente migratorias? Cuando un migrante ingresa ilegalmente a EE.UU. està ¡ prà ¡cticamente cerrando todos los caminos para regularizar la situacià ³n desde dentro del paà ­s mediante un ajuste de estatus. Eso es asà ­ porque dicha persona se ha convertido en lo que se conoce como inadmisible en las leyes de Inmigracià ³n. Esto incluye a los casos de migrantes casados de buena fe con ciudadanos estadounidenses. Sin embargo, algunos caminos para arreglar la situacià ³n migratoria permanecen abiertos. Por ejemplo, asilo si se solicita antes de cumplir el aà ±o del ingreso. Otras posibles soluciones son  las visas U para và ­ctimas de violencia que cumplen requisitos estrictos, VAWA para và ­ctimas de violencia domà ©stica o casos como la visa T por trà ¡fico humano o el Programa de Inmigrantes Juveniles para menores de 21 aà ±os que han sido abusados y/o abandonados por sus padres. Ademà ¡s, actualmente està ¡n protegidos frente a la deportacià ³n los migrantes que ingresaron a EE.UU. siendo menores de 16 aà ±os y tienen aprobada una medida que se conoce como Accià ³n Diferida (DACA, por sus siglas en inglà ©s). Asimismo, pueden obtener proteccià ³n frente a la deportacià ³n y obtener un permiso de trabajo mediante el programa Parole in Place los familiares de residentes permanentes y de ciudadanos que sirven en la actualidad en el Ejà ©rcito, en la Reserva Activa o son veteranos licenciados con honor. Finalmente, en los casos de proceso de deportacià ³n abiertos contra un migrante, siempre se puede solicitar uno de los posibles alivios para pararla, si se cumplen los requisitos para su aprobacià ³n.  ¿Se puede pedir perdà ³n por ingreso ilegal? No se puede pedir perdà ³n por haber ingresado ilegalmente a Estados Unidos. Sin embargo, en algunos casos podrà ­a solicitarse un perdà ³n para regresar legalmente al paà ­s por castigos relacionados, de algà ºn modo, con dicho ingreso. Por ejemplo, por presencia ilegal en el paà ­s por un tiempo superior a 180 dà ­as en cumplimiento de la ley de castigo de los tres o de los 10 aà ±os y/o perdà ³n por haber recibido  una orden de deportacià ³n o remocià ³n. Los requisitos y procedimiento son distintos segà ºn se necesite solicitar el perdà ³n como paso previo para solicitar una visa no inmigrante como, por ejemplo, la de turista, o una visa inmigrante para ingresar a Estados Unidos y convertirse en residente permanente legal. Ingreso ilegal a EE.UU. 2 o mà ¡s veces y la prohibicià ³n permanente Las consecuencias civiles, penales y migratorias de ingresar ilegalmente a Estados Unidos por una segunda vez o mà ¡s veces son mà ¡s graves que si solamente se ingresà ³ una vez. Y es que el ingreso por segunda vez puede llegar a ser calificado como un crimen con categorà ­a de felonà ­a. Ademà ¡s, se puede castigar al migrante con una multa econà ³mica de entre $50 a $250 dà ³lares, que se multiplica por 2 si previamente se castigà ³ a ese migrante con una multa por razà ³n de ingreso ilegal. Ademà ¡s, puede haber pena de cà ¡rcel, a entender de la siguiente manera: Las personas expulsadas o deportadas previamente de Estados Unidos por razà ³n de seguridad nacional, por ejemplo por pertenecer a pandillas, serà ¡n multados y/o condenados a prisià ³n por un mà ¡ximo de 10 aà ±os. Si tiene mà ¡s de una condena, deberà ¡ cumplirlas sucesivamente, es decir, no se permite la acumulacià ³n de condenas. Ademà ¡s, las personas expulsadas o deportadas de EE.UU. por 3 o mà ¡s faltas o por 1 delito si estos està ¡n relacionados con drogas o delitos contra las personas serà ¡n castigadas con multa y/o prisià ³n por un mà ¡ximo de 10 aà ±os. Por otro lado, las personas deportadas por un delito agravado pueden ser castigadas con multa y/o un mà ¡ximo de 20 aà ±os en prisià ³n. Ademà ¡s, en estos casos la re-entrada o intento es considerada por sà ­ mismo un delito agravado. Finalmente, las personas deportadas por una razà ³n no violenta pueden ser castigadas por un mà ¡ximo de 10 aà ±os de prisià ³n. Re-ingreso ilegal despuà ©s de deportacià ³n: prohibicià ³n permanente En dos casos se castiga al migrante con la penalidad de la prohibicià ³n permanente para regresar legalmente a EE.UU: Cuando una persona ha pasado mà ¡s de 1 aà ±o ilegalmente en los Estados Unidos, todo el tiempo junto o de varias veces, despuà ©s sale y despuà ©s ingresa ilegalmente.Cuando una persona ha sido deportada de los Estados Unidos y re-ingresa o intenta re-ingresar ilegalmente. Esto quiere decir que en la mayorà ­a de los casos el migrante serà ¡ deportado y prà ¡cticamente nunca podrà ¡ ingresar a los Estados Unidos legalmente. Sin embargo, en casos excepcionales podrà ­a ser posible solicitar y obtener un perdà ³n para que se permita aplicar por una visa no inmigrante o una visa inmigrante si se califica para una. Si bien es siempre necesario vivir un mà ­nimo de 10 aà ±os fuera de los Estados Unidos antes de poder siquiera solicitar una autorizacià ³n para poder aplicar por la visa. La excepcià ³n de VAWA a la prohibicià ³n permanente Los migrantes con un castigo de prohibicià ³n permanente y que han conseguido volver a cruzar ilegalmente a EE.UU. no pueden, en la gran mayorà ­a de los casos, arreglar los papeles. Sin embargo, existen excepciones como algunas circunstancias de VAWA, para và ­ctimas de violencia domà ©stica. Todos estos casos son complejos y es recomendable contar con la asesorà ­a de un abogado migratorio con experiencia en estos temas.  ¿Cuà ¡l es el castigo por ingresar legalmente con visa pero quedarse ilegalmente? Ingresar con visa y quedarse ilegalmente mà ¡s tiempo que el autorizado –overstay de la visa–, no es un delito. Sin embargo, sà ­ es una violacià ³n migratoria y puede dar lugar a la deportacià ³n del migrante. Ademà ¡s, en casos limitados pueden arreglar su situacià ³n sin salir de EE.UU. como en el caso de asilo, visa U para và ­ctimas de violencia o mediante ajuste de estatus por matrimonio con ciudadano estadounidense. Puntos clave: ingreso ilegal a EE.UU. Violacià ³n migratoria: ingresar legalmente pero quedarse ilegalmenteFalta (misdemeanor): ingresar ilegalmente 1 vezCrimen que puede ser llegado a calificar de felonà ­a: ingresar 2 o mà ¡s vecesProhibicià ³n permanente: Ingresar ilegalmente despuà ©s de deportacià ³n Fuente: [USC02] 8 USC 1182: Inadmissible Aliens, https://uscode.house.gov/view.xhtml?reqgranuleid:USC-prelim-title8-section1182num0editionprelim. Este es un artà ­culo informativo. No es asesorà ­a legal.

City of God - 949 Words

Laura Schneider Sociology 1 The City of God After watching â€Å"The City of God†, I personally can see the correlation that crime plays in association with poverty, social influence, and lack of law and order. Though my perspective vastly varies from that of sociological theorists, I think we can both conclude that this movie is an extreme representation as to what can occur when society shuns away disadvantaged youths to a place that lacks justice as well as ethical and moral responsibilities. Sociological perspectives regarding crime emphasize the interconnections between conformity and deviance in different social contexts (cite). In the following paper I will attempt to analyze three sociological theories and apply their views to the†¦show more content†¦Criminal acts may appear attractive to some but social bonds stop most from actually committing on impulse. The youths in the movie had little constraints on their actions from parents or authority, I believe that inadequate socialization and lack of educa tion led characters such as Benny, Shaggy, and Carrot into the lifestyle of drugs, greed and violence. As you can see, there are many sociological perspectives that can be applied when analyzing and interpreting the actions of the characters in â€Å"The City of God†. Functionalists would focus on social order and structure of the society as a whole. Almost all of the characters except for Rocket adjusted their aspirations to the reality of their situation; however Interactionist’s would argue that criminal activities are something that is learned through primary peer groups, which was very much so the case in the film. Conflict Theorists see crime and deviance as a power struggle amidst a lower class longing to be the ruling class. Lastly Control Theory feels that crime results from an imbalance between impulses to commit crime and the social or physical controls that deter it. (Cite). There wasn’t much holding the kids back from committing crime in an environment where the ability to use a firearm prevailed over reading and writing skills. No matter what sociological approach one chooses to take, I think that everyone will agree that when social groups conform to a deviantShow MoreRelatedCity of God (2002) Represents Violence and P overty as Spectacle.3961 Words   |  16 PagesCidade de Deus / City of God (2002) on the grounds that the film represents violence and poverty as a ‘spectacle’ and fails to relate these issues to the wider socio-political context of contemporary Brazil. Is this criticism justified? ‘There are†¦two kinds of film makers: one invents an imaginary reality; the other confronts an existing reality and attempts to understand it, criticise it†¦and finally, translate it into film’ Fernando Biri, 1979[1] Fernando Meirelles’s City of God (2002) hasRead MoreCity Of God : Movie Review : The City Of God817 Words   |  4 PagesThe movie, The City of God, is based on a true story that took place during the early 1960s in Rio de Janeiro, Brazil. The movie tells a story from the point of view of a boy named Rocket. He was born and raised in the slums of Rio de Janeiro. Throughout the film, he struggles with the fear of being dragged into crime, violence, and drugs. His goal is to one day break free from the slums in which he is currently trapped. The surrounding environment and society during this time was highly influencedRead More City of God Essays898 Words   |  4 PagesCriminal Behavior nbsp;nbsp;nbsp;nbsp;nbsp;The City of God is based on actual events that occurred in Rio de Janeiro during the 1960’s and 1970’s. The movie is about the rise and fall of a fearsome sociopath gang leader Li’l Ze, who reigned as king of the drug lords during the 70’s. The first part of the movie illustrates some of the forces that mold Li’l Ze into the man he becomes, while the second half shows his ruthless leap to power, followed by the war he wages against opposing gangRead MoreCity of God Analysis954 Words   |  4 PagesKellene Berry Sociology 1 Kolstad 05/23/2012 â€Å"City of God† Application and Analysis The movie â€Å"City of God† has many examples of sociological theories of crime and deviance. Some of the major theories I noticed throughout the movie were the functionalist theory, including examples of relative depravation, as well as the interactionist theory, including differential association and labeling. There was also evidence of the conflict theory and the control theory throughout the film. The functionalistRead MoreCity of God Review2043 Words   |  9 Pages2010 St. Augustine’s work, The City of God, portrays the Roman virtue and describes it’s affect on the manners of the Romans. Though the people did not worship God, St. Augustine points out that God still blessed them by increasing their dominion. In this text, Augustine finds many aspects of the ethos Roman Empire both admirable and problematic. He does this in a way that gives the reader a better understanding on his views of how to live a life dedicated to God. 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He writes his thought in a book called â€Å"The City of God,† which brings up the argument that having the majority of power being in the hands of corrupt leaders and the abandonment of Christian faith is what lead to the decline of the Empire. These texts will justify toRead MoreJerusalem: City of God, City of Blood2323 Words   |  10 Pagesconcepts; the â€Å"City of Peace† and the  "City of God.† Although history has proved the â€Å"City of God† to be true, the former has rarely occurred for continuous decades. Jerusalem is constantly a city in dispute, where even the age of the city is an example of this concept. Jews consider Jerusalems history to start 3000 years ago when David established the city as capital of the United Kingdom of Israel. 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The movie is about the rise and fall of a fearsome sociopath gang leader Lil Ze, who reigned as king of the drug lords during the 70s. The first part of the movie illustrates some of the forces that mold Lil Ze into the man he becomes, while the second half shows his ruthless leap to power, followed by the

William Blakes The Lamb Essay Example For Students

William Blakes The Lamb Essay William Blakes, The Lamb, exalts the goodness of the creator and finds within the creator a source of kindness, humanity, and love. Blake starts off by asking who made the little lamb? He then asks who gave it life and food, and wooly bright clothing along with a soft voice. The maker of the Lamb is then questioned again. The author then tells the reader who made the little Lamb. He says that the creator has the same name, Lamb, and he is gentle and kind. He was once a little child and people are called by his name. He then blesses God for the little Lamb. We will write a custom essay on William Blakes The Lamb specifically for you for only $16.38 $13.9/page Order now The idea of a kind creator is expressed by the alliance of the creator with the gentlest creation of the lamb. There are several pairs of consecutive rhyming lines, and they each have four lines that dont totally rhyme giving an aa bb cc dd ee ff gh ii jk ll rhyme scheme. Since, most of the time punctuation of a poem will determine its pace caesuras and end-stopped are used in the lines to vary the pace of a poem and to alleviate the sing-song effect of poems that use of end-rhyme. The technique, therefore, reinforces the feeling that the poem is trying to communicate. Blakes spelling, which seems odd, traditional, or old-fashioned, also gives a childlike diction and repetition in this poem, and an almost incantatory effect if the poem is read aloud. The Lamb has two stanzas, each containing five rhymed couplets. Repetition in the first and last couplet of each stanza this helps gives the poem its song-like quality. This simple structure clues the readers that the lamb is simply a representation of a child, or the innocence of childhood; Little Lamb, who make thee? / Dost thou know who make thee? Line 9-10. The simple structure of his poem also tells the readers that Blakes target for an audience must have been the many other young children who are interested in the same subject as the child in the poem. The lamb, one of Gods creations is admired and praised. The Lamb is compared to a person and then to God himself. He is called by thy name/ For he calls himself a Lamb/He became a little child/ I a child and thou a lamb/ We are called by his name, Line13-14, 16-18. Blake uses setting and mood to support his theme in The Lamb. The Lamb lives in a perfect world with streams and meadows all about. The mood is one of happiness and the flawless world of the lamb and the mood justify the theme that the amazing beauty of the world proves that a greathearted father exists. The smooth ls and yielding vowel sounds contribute to this effect, and also suggest the bleating of a lamb or the lisping character of a childs chant. Characterization maintains the theme in Blakes, The Lamb and the speaker remains unnamed. The first stanza is rustic and descriptive, while the second focuses on theoretical spiritual matters and contains explanation and analogy. The poem begins with the question, Little Lamb, who made thee? Line 1. The speaker, a child, asks the lamb about its origins; how it came into being, how it acquired its particular manner of feeding, its clothing of wool, and its tender voice. The childs question is both naive and profound. The question who made thee? is a simple one, and yet the child is also tapping into the philosophical and timeless questions all human beings have, about their own beginning and the nature of creation. The poems apostrophic form contributes to the effect of innocence, since the situation of a child talking to an animal is a believable one, and not simply a literary device. .u44812d043622d8d10e770799fb056f6f , .u44812d043622d8d10e770799fb056f6f .postImageUrl , .u44812d043622d8d10e770799fb056f6f .centered-text-area { min-height: 80px; position: relative; } .u44812d043622d8d10e770799fb056f6f , .u44812d043622d8d10e770799fb056f6f:hover , .u44812d043622d8d10e770799fb056f6f:visited , .u44812d043622d8d10e770799fb056f6f:active { border:0!important; } .u44812d043622d8d10e770799fb056f6f .clearfix:after { content: ""; display: table; clear: both; } .u44812d043622d8d10e770799fb056f6f { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u44812d043622d8d10e770799fb056f6f:active , .u44812d043622d8d10e770799fb056f6f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u44812d043622d8d10e770799fb056f6f .centered-text-area { width: 100%; position: relative ; } .u44812d043622d8d10e770799fb056f6f .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u44812d043622d8d10e770799fb056f6f .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u44812d043622d8d10e770799fb056f6f .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u44812d043622d8d10e770799fb056f6f:hover .ctaButton { background-color: #34495E!important; } .u44812d043622d8d10e770799fb056f6f .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u44812d043622d8d10e770799fb056f6f .u44812d043622d8d10e770799fb056f6f-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u44812d043622d8d10e770799fb056f6f:after { content: ""; display: block; clear: both; } READ: An Inspector Call Characters: Eric EssayIn the next stanza, the speaker attempts a riddling answer to his own question; the lamb was made by one whom, calls himself a Lamb, Line 14 one who resembles in his gentleness both the child and the lamb. Yet by answering his own question, the child converts it into a rhetorical one, thus counteracting the initial impulsive sense of the poem. The poem ends with the child bestowing a blessing on the lamb. The answer is presented as a puzzle or riddle, and even though it is an easy, one that even a child can get, this also contributes to an underlying sense of ironic knowingness or pretense in the poem. The childs answer, however, reveals his confidence in his simple and his innocent acceptance of its teachings. The lamb of course symbolizes Jesus, traditionally the image of Jesus as a lamb emphasizes the Christian values of gentleness, meekness, and peace. The image of the child is also associated with Jesus; in the Gospel, Jesus displays a special attentiveness for children, and the Bibles depiction of Jesus in his childhood shows him as guileless and vulnerable. These are also the characteristics from which the child-speaker approaches the ideas of nature and of God. When one thinks about a lamb, he or she gets an idea of a small common wooly creature that grazes on grass, vulnerable, and harmless to the world. Blake uses words portraying peace and gentleness, Gave thee clothing of delight, / Softest clothing woolly bright; Gave thee such a tender voice Line 5-7. The words delight, softest, bright, woolly, and tender give the readers a sense of calmness or a peaceful feeling. In The Lamb, there are several references to God or Jesus. For example, there is a reference to the prayer Our Father. The prayer says, Our Father who art in heaven, hallowed be thy name. The poem The Lamb says, For He calls Himself a Lamb line 14. This is a reference to the Bible, where Jesus often calls himself the Lamb of God, He is meek, and He is mild; / He became a little child, line 15-16. These lines refer to the moment in which the gentle and caring Jesus became human and was born from Mary. This poem accepts what Blake saw as the more positive aspects of conservative Christian belief. But it does not provide a completely adequate doctrine, because it fails to account for the presence of suffering and evil in the world. The Lamb offers a good instance of how Blake himself stands somewhere outside the perspectives of innocence. In his very short poem, Blake succeeds to address the secret of life, as well as to preserve the innocence and peace of mind of readers. Its obvious that only a great talent can do so much, in such a limited space. Although he uses uncomplicated words, he explicates a very complex topic and what a magnificent job he does by using just the right combination of rhyme, rhythm, and symbolism.

My Triathlon Training Program Essay Example

My Triathlon Training Program Essay My Goal: To complete the triathlon with an achieved or higher. In order to achieve this goal I will need to Train specifically for the triathlon, stay positive through the training and the triathlon and finish the triathlon under 41.30. I will know I’m on task to achieve my goal by recording times and results from trainings, progress and increase trainings weekly and compare results to the times needed for me to achieve my goal Explain in detail how you applied the training methods to your training program. To train for the triathlon we were given different training methods we could apply to our trainings too help us out. These methods were, Fartlek, continuous, interval and resistance. These methods would help our trainings become more specific to triathlon training. One of the methods I include in my trainings was continuous training. Continuous training is when you train nonstop and continue whatever exercise you are doing without breaks/ rests. I included continuous training when I would go for runs. This meant I would try and run the distance I set out to run without stopping. Another method I used was fartlek training. I applied this method to my training when I was on a spin bike at the gym. When I used fartlek training I Would try to stay above 125 RPM for about 40 seconds to a minute then slowed it down and try stay at or around 100 RPM for about 5 minutes. Then I slow it down to a steady pace and recover a bit before I would repeat the method. One more method I would use was t he interval training. I would use this method when I would go swimming, I would swim one length then rest when I got to the end of the pool, I made sure my rests weren’t to short or to long so that I knew I was taking full advantage of this method by doing it correctly. We will write a custom essay sample on My Triathlon Training Program specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on My Triathlon Training Program specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on My Triathlon Training Program specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Explain in detail how the following principles of training to your training program Specificity Progressive Overload Time Frequency Intensity. Specificity is when you train specifi

Information About the Presidents Cabinet

Information About the Presidents Cabinet The presidents Cabinet includes the Vice President of the United States and the heads of the 15 executive departments  - the Secretaries of Agriculture, Commerce, Defense, Education, Energy, Health and Human Services, Homeland Security, Housing and Urban Development, Interior, Labor, State, Transportation, Treasury, and Veterans Affairs, as well as the Attorney General. At the option of the president, other officials typically holding Cabinet-rank, include the White House Chief of Staff; the United States Ambassador to the United Nations, the Administrator of the Environmental Protection Agency; the Director of the Office of Management and Budget; the Chair of the Council of Economic Advisers; the Administrator of the Small Business Administration; and the U.S. Trade Representative. The president can also designate other senior White House staff members as members of the Cabinet, However, this is a symbolic status marker and does not, apart from attending Cabinet meetings, confer any additional powers. Why a Cabinet? The term cabinet comes from the Italian word cabinetto, meaning a small, private room. A good place to discuss important business without being interrupted. The first use of the term is attributed to  James Madison, who described the meetings as â€Å"the president’s cabinet.† Does the Constitution Establish the Cabinet? Not directly. Constitutional authority for the Cabinet comes from Article 2, Section 2, which says that the president ... may require the opinion, in writing, of the principal officer in each of the executive departments, upon any subject relating to the duties of their respective offices. Similarly, the Constitution does not specify which or how many executive departments should be created. Just another indication that the Constitution is a flexible, living document, well capable of governing our country without stifling its growth.  Since it is not specifically established in the Constitution, the president’s Cabinet is one of the several examples of amending the Constitution by custom, rather than Congress.   Which President Established the Cabinet? President  George Washington  convened  the first cabinet meeting on  February 25, 1793. Present at the meeting were President Washington, Secretary of State Thomas Jefferson, Secretary of the Treasury Alexander Hamilton, Secretary or War Henry Knox, and Attorney General Edmund Randolph. Then as now, that first Cabinet meeting featured tension when Thomas Jefferson and Alexander Hamilton butted heads on the question of centralizing the then widely fragmented U.S. banking system through the creation of a national bank. When the debate became particularly heated, Jefferson, who opposed a national bank, tried to calm the waters in the room by suggesting that the acrimonious tone of the debate had no impact on the achieving a sound governmental structure. â€Å"The pain was for Hamilton and myself but the public experienced no inconvenience,† stated Jefferson. How Are the Cabinet Secretaries Chosen? The Cabinet secretaries are appointed by the president of the United States but must be approved by a simple majority vote of the Senate. The only qualification is that a department secretary cannot be a current  member of Congress or hold any other elected office. How Much are the Cabinet Secretaries Paid? Cabinet-level officers are currently paid $210,700 per year. Their pay is set annual by Congress as part of its approval of the federal budget. How Long Do the Cabinet Secretaries Serve? Members of the Cabinet (except for the Vice President) serve at the pleasure of the president, who can dismiss them at will for no cause. All federal public officials, including Cabinet members, are also subject to  impeachment  by the House of Representatives and trial in the Senate for treason, bribery, and other high crimes and misdemeanors. Generally, Cabinet members  serve as long as the president who appointed them remains in office. Executive department secretaries answer only to the president and only the president can fire them. They are expected to resign when a new president takes office since most incoming presidents choose to replace them, anyway. Certainly not a stable career, but U.S. Secretary of State 1993-2001, would certainly look good on a resume. How Often Does the Presidents Cabinet Meet? There is no official schedule for Cabinet meetings, but presidents generally try to meet with their Cabinets on a weekly basis. Besides the president and department secretaries, Cabinet meetings are usually attended by the vice president, the U.S. ambassador to the United Nations, and other top-level officials as determined by the president.

CLOUD COMPUTING Research Paper Example | Topics and Well Written Essays - 1750 words

CLOUD COMPUTING - Research Paper Example Mork et al. (2011:13) say that â€Å"cloud computing should be distributed and interactively accessible as it provides interoperability between the new and legacy technologies† Cloud computing is technollogy that utilizes the central remote servers and the internet to mantain applications and data. Cloud computing makes it possible for businesses and consumers to use aplications without the accesss and installation of their files using any computer that is connected to the internet. Therefore, it this technology permits for a more efficient computing by centralizing, data storage, and bandwidth. As the potential benefits of cloud computing are many, they are faced with numerous legal, proffesional, and ethical issues. The paper will discuss how cloud computing has impacted on the legal, social and proffesional spheres with regard to storage and transformation of data and inforrmation. The main objective of cloud computing has been to apply the high performance computimg power mostly used in research, health and military facilities to perform trillions of computations in a second, in consumer oriented apllications, and to deliver personalised information. This infrastructure of shared IT consists of a large pool of sytems that are interlinked. This creates legal and ethical isssues within the cloud (Buyya, Broberg, & Goscinski, 2010:23-26). Discussion As highlighted earlier, cloud computing is a type of technology that utilizes the internet and one remote server so as mantain data and different applications. This makes it a very young concept that is yet to be embraced by the global workforce. Cloud computing provides a cost effective IT resource as the cost on demand IT based on the actual customer’s usage. As a result of the rapid growth, numerous companies have been unable to handle their IT requirement even after having a data center that was inhouse. The usage of cloud services helps to enhance the IT capabilities without investing huge amount s in the new datacenters. As a consequence, this tpye of technology aids companies with an efficient way of computing by centralizing processing, memory, bandwidth, and storage. To show that cloud computing has began having mass appeal in the corporate data centers, it has enabled the data centers to operate on a similar internet through the process of enabling the computing process of computing resources to be shared and accessed as virtual resources in scalable and secure manner. Unlike showing proffesionalism, this virtualization is a compromise to security and ethical issues. Ethical issues are not separable with cloud computing. The major areas of concern are resource/stoarage virtualization, scalability and elasticity, usage optimization, ease of usage, fast information sharing delivery, and control, accessibility, and anonymity. The first ethical issue is privacy. The concern with regard to privacy is that the service providers of cloud have total control over the data and co mmunication stored between user and the host company (Racoma, 2012). This is attributed to the fact that service providers have complete over the data the are storing, and as a conseqence, they are responsible for a lot of private information and data. Once this is out of reach of the users, the fear is that it can be utilised for purposes the user doess not desire. As such, of late there have a push by the privacy advocates for a higher level of transparency from the

The Hanging Gardens of Bablyon Research Paper Example | Topics and Well Written Essays - 2000 words

The Hanging Gardens of Bablyon - Research Paper Example This construction, which came to gain fame being regarded as a wonder of the World, was done by this king for the pleasure of his wife, who was dissatisfied with her new home city. Her homesickness for her native land in Medes forced the king to create something that would keep her occupied, hence the Hanging Gardens. These gardens, despite the claims that they were only legendary, are widely reported by various ancient writers in the Greek and Roman age. The description that is given of these gardens provides a hint of the architectural feat that was achieved in an age that is believed not to have had any significant technological advancement. The construction achievement of these gardens has been a matter of speculation from the ancient times. The manner of their construction still puzzles most architects and historians who have dedicated themselves to its study using what was said concerning them by the ancient writers. It is said that they came to be destroyed by a series of eart hquakes, which hit the area after the second century BC. The ancient writers, mentioned above, describe these gardens as having been designed to use something akin to the Archimedes screw for irrigating the gardens, which were planted on terraces (Dalley and Oleson 2). The Archimedes screw is a device, which from ancient times, has been used to transfer water from low-lying water bodies to irrigation trenches. This mechanism has within either it a screw inside a hollow pipe and this screw can be turned manually or using a windmill. As the screw moves, its bottom end collects some water that slides up the pipe until it pours out of its top and it is distributed to the irrigation systems. This mechanism was used for draining water out of mines or other places with low-lying water, and it is logical to assume that it was also used to irrigate the Hanging Gardens. Based on the descriptions of the gardens provided by the ancient writers, it has been estimated that they would have require d at least 37000 liters of water every day. The watering mechanism for the gardens was controlled by a number of people who had been appointed to the task. They manually turned the screw, ensuring that there was a permanent water flow to the irrigation channels. The water needed was acquired, using the mechanism described, from the nearby Euphrates River from where it was carried to the very top of the gardens. From there, a system of irrigation channels had been constructed to allow for the efficient flow of water down the slopes of the garden. These channels were exceptionally well hidden, and only those who knew where they were had any knowledge of it. This made the water flow from the top of the gardens look remarkably natural as was intended by its designer. The flowing water served two main purposes for the garden, the first of which is that it allowed for the efficient irrigation of all the plants in the garden, ensuring that none of the plants lacked water. The second purpos e was to create the impression of a waterfall, and this profoundly enhanced the beauty of the garden, especially when considers that this was a dry region. The sight of flowing water must have made quite an impression on the local people and considerably enhanced the reputation of both the garden as well as its builder. Therefore, in order to

Understanding Health Food Drink Consumers

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