CASE STUDY ANALYSIS Essay Example | Topics and Well Written Essays - 1500 words

CASE STUDY ANALYSIS - Essay Example The report highlights significant limitations in the communication system of Hotel Griffith. It also identifies the approaches that could be instrumental in preventing conflicts in the organization. The recommendations that Griffith Hotel could use to solve the issues are also available. These recommendations include the introduction of new recruitment processes. This is because the current process has several limitations that derail the growth of the entire hotel businesses. For example, the current processes reduce the motivation levels among the personnel. Additional recommendations include punishing employees who are disrespectful while working. Table of Contents Contents Contents 3 Literature Review 6 Transcript of the conversation between Samantha and the Guest 8 References 10 Case Study Analysis Introduction Modern business need to create efficient communication systems. This is because such systems reduce conflicts within the respective organization. The foremost intention of this report is to underscore the negative aspects of poor communication systems in organizations, for example, the hotel industry. The final part of the report highlights recommendations that need to be adapted. Consequently, the report identifies problems that hotel under study faces. Other key issues are also evident in the report making it follow the traditional report structure. The report offers a comprehensive literature review on significant theories of interpersonal communication. Finally, the report presents a transcript of a conversation between an employee of the hotel and an Indian guest. Identification of problems and key issues This case study of Griffith Hotel presents several problems related to communication. The management of Griffith Hotel is conservative especially in the operational processes. This negatively influences its entire operations. For example, the social exchange theory suggests that the relation that people’s relations are based on their res pective personal interests. The personnel within the company have personal interests that derail the communication process. For example, Simon, the Front Office Manager (FOM) believes that his views are appropriate. This is probably because of his maturity level and familiarity in the hotel industry (Hogan, 2008). Key issues within Griffith Hotel Case include the lack of an efficient coordination system in the hotel. Simon, the manger does not care to designate shifts among employees who can support each other. This creates continuous incidences of disagreement among the employees because they fail to understand one another. Additional issues related to the social exchange theory include the frequent disagreements between the management and the employees. This is because Simon fails to work with his subordinates appropriately. Instead, he orders them as if they were disobedient schoolchildren. Most of his employees complain that during their respective inductions, they are treated a s though they were naughty schoolchildren. Simon employs ineffective communication strategies with his subordinates (Kusluvan, 2003). The hotel lacks efficient human resources that would enable Griffith Hotel realize high profit levels. The current employees are ineffective. For example, Michelle, Ronny and Bruno have the relevant experience to offer exemplary services. They fail to deliver because of laxity while working at the hotel. These employees do not seem to have the desired professionalism in this industry. This

Kite Runner Essay Notes Essay Example for Free

Kite Runner Essay Notes Essay Q1 â€Å"I never thought of Hassan and me as friends†¦ history isn’t easy to overcome. Neither is religion. In the end, I was a Pashtun and he was a Hazara, I was Sunni and he was Shi’a, and nothing was ever going to change that. Nothing† (Hosseini 27) †¢DESPITE THE FACT THAT AMIR HAS SPENT HIS ENTIRE LIFE IN HASSAN’S company he does not consider Hassan to be his friend. This is because of social status. Hassan religion is seen to be below Amir and this is why they will never be able to be friends. Hassan does not understand this and takes every opportunity to please Amir, to make him happy. The two boys grew up together, they learned to crawl together, and they later taught each other how to ride a bicycle. But history and religion override all of the mitigation factors in this relationship, and Amir has decided that he doesn’t value this relationship to be anything more than a master and his servant. Q2 â€Å"I had one last chance to make a decision. One final opportunity to decide who I was going to be. I could step into that alley, stand up for Hassan- the way he’d stood up for me all those time in the past- and accept whatever would happen to me. Or I could run. In the end, I ran† (pg 82) †¢AMIR WAS ALWAYS TRYING TO PLEASE BABA, TO MAKE HIM PROUD, TO SEEK HIS approval. Amir was finally able to do this when he won the Kite Flying tournament. Baba had never been so proud. The only task left was for Hassan to run and find the winning kite. After a period of time Amir went to look for Hassan. He found him in the alley with Assed, and other bullies. Hassan had the winning kite, but there was a price to pay for this kite. Nothing is free in this world. Amir witnessed an act of unwavering loyalty from Hassan, as Hassan was being raped in order to keep the kite. Amir had the opportunity to step in and protect his companion, but instead chose to close his eyes. This was the price he had to pay to receive Baba’s affection, and this haunts Amir for his entire lifetime. Q3 â€Å"Mostly, I remember this: His brass knuckle flashing in the afternoon light; how cold they felt with the first few blows and how quickly they warmed with my blood†¦ for the first time since the winter of 1975, I felt at peace. I laughed because I saw that, in some hidden nook in a corner of my mind, I’d ever been looking forward to this† (302). †¢AMIR HAS FOUND HASSAN’S SON WITH ASSEF, LEADER OF THE TALIBAN AND rapist. Assef issues a challenge for the boy and Amir accepts, this is Amir’s way of forgiving himself for all of his past sins. He is finally being punished for never stepping in and trying to protect Hassan because of his cowardice. With each physical injury that Assef inflicts Amir is forgiven more and more. This incident will make it possible for Amir to atone himself of his sins and create a future relationship with Sohrab, Hassans son and his part nephew. Second Body Paragraph Q1 â€Å"Maybe he would call me Amir Jan like Rahim Khan did. And maybe, just maybe, I would finally be pardoned for killing my mother† (60) †¢BABA, AMIR’S FATHER, LOVED HIS WIFE. WHEN SHE DIED DURING CHILD BIRTH IT broke his heart. This created initial discord between Amir and Baba. One that was never able to abolish itself. Amir had different interests than Baba; this made it difficult for Amir to please Baba, which made it impossible for Amir to forgive himself for killing his mother at birth. Q2.

Disneylands Fiftieth Anniversary :: essays research papers

Over the past fifty years, the Walt Disney Company has proven itself over and over again to the world. The Walt Disney Company as a whole consists of over twenty smaller companies: ABC, Miramax Films, and ESPN to name a few. Within the past half century the Disney Company has built eleven theme parks, three water parks, and countless resorts and hotels as well as a cruise line which cover the globe. Expanding from Anaheim, California to Hong Kong and Tokyo, the Disney theme park line expounds the globe. But let Walt Disney’s original â€Å"Magic Kingdom† not be forgotten as the globe celebrates the â€Å"Happiest Homecoming on Earth. Fifty years ago, Disneyland, the â€Å"happiest place on earth† opened to the public. But this dream was no snap of the fingers, no, it took years of hard work and money. Walt Disney, a man from the small town of Marceline, Missouri, had a dream. He wanted a place where both the typical American family could spend a day together in a clean environment and also that they may have some form of entertainment while they were together. Walt was already an accomplished filmmaker and had the funds he needed, of course not all of the funds. His proposed idea was no more than a small park right across the road from the Disney Studios in Burbank that consisted of no more than a train ride and a carousel. This was far from what Disneyland initially became but nonetheless, it was a start, and a start is all that Disney needed. Work began. Walt Disney’s dream had begun. One-hundred sixty acres of citrus trees had been cleared and several houses torn down in what would soon be the site of Walt Disney’s Magic Kingdom. Work was long and difficult in the hot California sun making construction take a lot longer than expected. Unlike Walt’s other project in Florida, which would not come until much later, the Disneyland project was by no means a secret. The ABC television company made a deal with Disney to allow Disney to produce a weekly show that was â€Å"coincidentally† titled Disneyland and â€Å"coincidentally† had Walt as the host. Walt saw television as an open market to promote movies or in this case, Disneyland. Disneyland the show was fairly cheap to make and produce as Disney already had the film equipment necessary for filming.

Optometry Essay example -- essays research papers

Over half the people in the United States wear glasses or contact lenses. Optometrist, also known as â€Å"Eye Doctors† or â€Å"O.D.’s, have to provide there services in order to meet the demands. Optometrists have to be well-educated and friendly people.   Ã‚  Ã‚  Ã‚  Ã‚  All States and the District of Columbia require that optometrists be licensed, which requires a Doctor of Optometry degree from an accredited optometry school and passing both a written and a clinical State board examination. Licenses are renewed every one to three years and in all states, continuing education credits are needed for renewal. The Doctor of Optometry degree requires a four-year program proceeded by at least 3 years of study before they even start. Most students hold a bachelor degree or higher. You must have passed college English, Mathematics, Optics, Physics, Chemistry, Biochemistry, and Biology to get accepted into an optometrist college.   Ã‚  Ã‚  Ã‚  Ã‚  Employment of optometrists is expected to grow about as fast as the average for all occupations through 2008 in response to the vision care needs of a growing and aging population. As baby boomers age, they will be more likely to visit optometrists and ophthalmologists because of the onset of vision problems in middle age, including computer-related vision problems. The demand for optometry services will also increase because of growth in the oldest age group, with their increased likelihood of cataracts, glaucoma, diabe...

Stefan’s Diaries: The Craving Chapter 24

November 13, 1864 I am cursed. It is obvious now. Maybe that's what being a vampire means. Maybe tragedy and evil come with the hunger and the fangs; it isn't just having to live off human blood. It is the unending aloneness, being cut off from real life and from real relationships. Death will always be there to separate me from those I loved. There is a scroll of names in my head, and the list kept getting longer every day. Rosalyn was the first to die because of me. Katherine couldn't stand that I was engaged, so she killed the girl. Even Katherine's blood was on my hands. Though she came into my and my brother's lives and turned them upside down. She died as a result of my actions. I should never have tried to reason with my father, never tried to convince him of a different viewpoint. As soon as he confided in me about the vampire hunt, I should have done everything I could to get Katherine out of town. Pearl. She, too, could have escaped. I don't know exactly what her story was, but she seemed far more peaceable than Katherine. Alice the barmaid. All the humans I fed on in New Orleans. Too many to name, even if I had bothered learning their names. They were just unlucky folk who accidentally crossed my path when I was hungry or needed something. Callie. She died because I was stupid enough to think that she would be rewarded for helping out two vampires. The Sutherlands. Bridget, Lydia, Mrs. Sutherland, and Winfield. A normal family who just happened to catch the attention of one insane, vengeful vampire. And now Lexi. Lexi should have stayed in New Orleans in her hostel for the undead, safe in her own world where she could continue her own version of doing good. She will be the next to die unless I figure out how to save her. I have spent too much time in New York bemoaning my fate, moping, feeling cursed. By standing idly by, by complaining, I am letting evil occur all around me. Now is the time for action, for justice. I must channel my loneliness and despair into rage. I must stop being a coward, as I've always been, in both life, when I let my father bully me into a marriage I didn't want, and in death, when I've allowed Damon to torture me and kill the people I love. Never again will I let others bend me to their will. From now on I will fight. And I will free Lexi, if it is the last thing I do. I crumpled the piece of paper in my fist, growling with anger. How had he taken her? I hadn't heard a thing, even with my vampire senses. The servants, a couple of mice and rats in the walls, but nothing else. The vampire Lucius had come in complete silence and managed to seize – or disable – Lexi before she was able to cry out. What speed, what Power this beast must have! But for all of the vampire's ancientness, for all that he was a â€Å"direct descendant from Hell,† for all of the monster he was, he had, with that single piece of paper, revealed one very human weakness about himself. He had a very petty need to gloat. If Damon were in his place, I would have come downstairs and seen Lexi dead on the floor. But the beast wanted me to know that everyone around me was in danger, to scare me before he killed me. Now there was only one thing on my mind. If Lexi was still alive, it was my duty to go after her and save her. And if she wasn't alive†¦ it was my right and pleasure to kill Klaus's foot soldier. This I swore. What was it he had said in the prison? An eye for an eye. He took something valuable from me and Damon, our wives and their family, because we had taken Katherine from him. But the Sutherlands were human, of no importance and very easily disposed of. His beloved Katherine died in a church fire. What if†¦ The words struggled to the surface of my brain. What if he planned on killing Lexi the same way? Suddenly I felt like I had a chance again. But which church? There had to be hundreds in the city. I ran outside. The smell of decay hung heavy in the air, as though Lucius had unwittingly laid a path for me. I followed it south, feeling as though I were gaining strength with each step that brought me closer to where Lexi might be – and who I should be. I had tried to stay away from humans, and that hadn't worked. I had tried living with them, with disastrous results. But I had never tried a more moderate path. I would never be human, but I could help them, as I'd helped Bridget that night in the park. I could never live among humans, but I could find companionship among humans like Mrs. Sutherland and vampires like Lexi. Those ties would tether me to this world and keep me honest. I ran past a brick town house and grabbed a pigeon in midflight from the air, tearing into its neck for extra fuel. The stench was stronger now, and I saw an Irish Catholic church just two streets away. I knew people had actually been worried about this particular structure being torched, as had been done to others during the religious riots in Pennsylvania. But the place was quiet, with several old women sitting in the front pews, and oddly, the scent of decay that had permeated the air outside so strongly had evaporated. There was no odor of anything besides candles and incense burning at the altar. I slunk into a back pew and regarded the rose oculus window. The scene depicted a grieving Mother Mary in lapis lazuli blue as the sun, a bloody garnet, rose behind her. I closed my eyes and thought, hard. Why had Lucius thrown me off his scent? Was I wrong to assume that he wanted to bait me, so I could arrive at the correct church just as he put the match to the powder keg? What church would he choose – and why? Then it hit me: I was being stupid. The vampire had done due diligence and found out exactly where my bride's family lived; he wouldn't have just chosen a random church to burn down. He would have picked the chapel in which I was married. I knew the truth of this deep in my bones. But just as surely I knew that I couldn't go after him by myself. And there was only one person who was capable of helping me. Damon. Damon, who had trapped me into the stupid marriage that got the Sutherlands all killed. Damon, who had killed Callie. Damon, who swore to make my life a living hell for all eternity. But in the end I needed him. I had seen him control his powers in ways I could not. And I would need all the Power I could get on my side if I was to find a way to defeat an old one. Lexi had rescued us from prison, and surely even someone as debased and fallen as Damon would recognize that we owed her. The only problem was finding him. And now, I think I'm ready for a drink was what he had said. For most vampires that only meant one thing. For my brother, well, he could easily have meant hitting the bottle as well as draining a person or two. But where? In the weeks between following me to New York and â€Å"finding† me at the Chesters' ball, he had, as Lexi said, been sweeping the New York society scene as an Italian count. He had probably talked – or compelled – his way into any number of private clubs or restaurants. I wracked my brains, trying to remember the prattle Bridget had bored me with, about who was seen where with whom, and where was the latest place to go, and how there was an oyster bar serving genuine Pimm's Cup, just like in England. For lack of any better idea, I went there first. It was a lovely place in an otherwise unwholesome area at the southern seaport. Uncertain-looking sailors wandered from pool of streetlight to pool of streetlight, gathering in twos and threes to quietly discuss the seedier side of import and export, laugh loudly, and sing old drinking songs. Among all of this rotting seaweed, though, fancy livery and decorated carriages were parked: society men lured by the oysters, Pimm's Cups, and the dangerous aspect of the place. Inside there were quite a few of the young men I had seen at the Chesters' ball, as well as at my own wedding. Even Bram was there, but he was keeping to himself and looked ill. His face was ashen and his eyes sunken, and he wore black ribbons around his sleeves for mourning. His drink was untouched and he just stared sadly out the windows at the river. I turned my back to him, not wanting him to call out that a murderer – as he no doubt thought I was – was in their midst. I beckoned for the hostess to come over. â€Å"Has D – uh, the Count DeSangue been by here tonight?† I asked. The girl looked me up and down, face flushing with excitement. â€Å"With him accused of murder and this being his favorite place and me being his favorite girl, what on earth would make me tell you something like that?† I could see by the thick scarf she wore around her neck that she wasn't just warding off the cold night air – this had definitely been one of Damon's haunts. I started to reach into my pocket for bribe money. She saw where I was going and shook her head. â€Å"Not on your life, love. Not for Damon.† â€Å"You have no idea who he is, or what you're getting involved in,† I growled, grabbing her wrist. Her face fell and she tried to struggle out of my grasp. â€Å"Listen to me. I'm Stefan Salvatore – the other man accused of murdering the Sutherlands. Neither one of us did it, all right? We're both on the run from the police. Now tell me where he is.† I didn't compel her. I didn't exactly threaten her. But she nodded mutely and I relaxed my grip. â€Å"I don't know,† she said, rubbing her wrist. â€Å"I know he liked a drink at some of those fancy uptown places like the Skinny Black Cat and Xerxes' Repose. He even had his own table at the Twenty-Two Club.† At that moment a waitress came out. â€Å"Are you talking about the count?† she asked, an excited grin spreading across her face. I sighed. â€Å"Yes.† â€Å"Well, he once took me to Strange Fruit just a few blocks down.† â€Å"He took you on a date?† the hostess said, envy apparent in her voice. The waitress nodded proudly. â€Å"Thank you,† I said, meaning it. Lexi or Damon would have compelled the women to forget me at that point. I sighed, thinking about how much easier life would be if my Powers were stronger and my will weaker. I checked Winfield's pocket watch. It was five A.M.; an hour had passed since Lexi and I had first entered the mansion. Time was ticking by far too quickly for my liking, and every minute seemed to seal Lexi's fate more completely. Seconds later I was standing inside the door of Strange Fruit, a large, low, dark bar with giant wooden fans slowly turning overhead. The sailors who couldn't get into the oyster bar were there, along with every type of shady personality, lost soul, and criminal genius that managed to stay just this side of the law. Damon sat at a small rickety table by himself in just his shirtsleeves, a half-empty bottle of bourbon before him. â€Å"Nursing your wounds?† I asked, walking over. He didn't even bother looking surprised. â€Å"A minor setback, brother. Don't forget I have those dowry checks. As soon as things quiet down a bit I, and they, are out of this town.† â€Å"Doubtful any bank would cash a check for a suspected murderer.† â€Å"You really need to stop thinking like a human and start thinking like a vampire. There is no bank teller I can't compel.† He stretched languorously and poured some drink into his glass. Then he offered the glass to me, and chugged a big swallow directly from the bottle. â€Å"I need your help,† I said, pushing the glass away. I handed him the piece of paper and filled him in on what had happened. He squinted his eyes as he read it. â€Å"So?† I looked at him, gape-mouthed. â€Å"He has Lexi,† I repeated. Then, afraid he was too drunk to understand what that meant, I pointed out the obvious. â€Å"We have to save her!† â€Å"Mm.† He thought about it for a moment. â€Å"Nope.† He made a big show of slowly kicking his legs back up onto the table, as if he had been in the midst of an important activity when I had interrupted him. â€Å"What is wrong with you?† I demanded. â€Å"You saw him – he'll destroy her!† â€Å"So what?† Damon asked. â€Å"It was her choice to come to New York. No one asked her to come up here.† â€Å"She got us out of prison – â€Å" â€Å"We, excuse me, I was doing, just fine in that department. You forget. We could have gotten out on our own. We didn't need her for that. She was meddling. If further meddling got her captured, well, that's her own damn fault.† The anger that had ignited in me upon finding the note from the beast was now stoked into a rage that almost had me turning into full vampire mode. For just a moment, I didn't care who saw me. â€Å"You,† I said, trying to calm down, trying to put the blackness I felt into words. Damon sat up and looked me in the eye almost eagerly, waiting for the fight. â€Å"You are†¦ you are†¦Ã¢â‚¬  I spat. â€Å"I am what you made me,† Damon said dully, lifting his glass as though to toast me. I grabbed his shoulders. â€Å"No. You don't have to be a heartless killer. Even Katherine wasn't that.† Damon's eyes flashed. â€Å"Don't speak to me about who Katherine was! I knew her better than you did.† I shook my head. â€Å"Even you know that's not true. You loved her more, but I knew her just as well. All Katherine wanted was for the three of us to be together forever. She would not have wanted us to be at odds, fighting. She would not have wanted this.† The surprise and anger on his face at what I'd said was almost worth it. Almost. â€Å"I'm going to save Lexi. Or die trying. And if by some miracle I don't die – I never want to see you again.† And before he could prepare some witty comeback or some threat, I banged my way out into the night, leaving my brother behind forever.

Top 9 Tips on Using Jake Brake

Top 9 Tips on Using Jake Brake Dave, long-time professional driver, writing for Smart-Trucking.com has some advice for drivers uncertain of when and whether to use their Jake brake. The Jake brake, named for the Jacobs engine company that popularized it, is an engine mechanism that opens exhaust valves and released compressed air in the cylinders to slow vehicles without use of the service brakes. Due to its loud roar, some highways bear signs saying â€Å"No Jake!† but when used judiciously, it can be tremendously helpful (though the debate is ongoing about which conditions merit its use). 1. Do not use the Jake in icy or slippery road conditions! Avoid using it when the truck is not going at a controlled speed, also.2. If you must use it, make sure your trailer is straight and lined up behind the cab to prevent jackknifing.3. Using the Jake properly on mountainous or hilly roads can save wear and tear on the brake pads and tires. Dave recommends using a gear low enough to let the jake to do 90% of the bra king when going down a steep grade.4. Check engine temperature and oil levels before using the Jake- it should be running at operating temperature and no colder, and the oil levels should not be low. Test your brake at the beginning of your trip.5. Operate the Jake in the shifting range, about 1100-1400 rpms, to protect the motor. Don’t use it when shifting; it may stall your truck.6. â€Å"On a 3 position Jake, position 3 is strongest and used most often. Positions 1 2 are used in less than favorable road conditions.†7. You can leave the Jake on at all times or turned on when necessary; if left on, it functions in a â€Å"no fuel position†- take your foot off the fuel to use it.8. The noise of the Jake should be an incentive to only use it when safety is of utmost importance.9. Follow the guidance of your CDL training instructor at all times, and keep these recommendations in mind!Best Practices for Using the Jake Brake

A report regarding the attractiveness of alternative countries Research Paper

A report regarding the attractiveness of alternative countries Research Paper A report regarding the attractiveness of alternative countries – Research Paper Example Prospects of FDI in China Inserts His/Her Inserts Grade Inserts Contents Contents 2 Potential return on FDI in China 3 Tax benefits 4 Special Economic Zones 4 FDI confidence index 4 Bibliography 5 Potential return on FDI in China China’s persistence in attracting FDI is one good reason why future investors are attracted to its large market. Economies of scale make it better for the multinationals in China to be located in same areas and share information. China provides a lot of incentives to companies that plan on investing. According to some statistics, in 2008 china was the most attractive country for FDI. China is a country with where cheap labor is easily available giving a cost advantage to the companies investing. (Diego Quer, 2008) Moreover, China is largely a buyer’s market keeping in mind the country’s population of 1.3 billion people. And with time there is an expectation that the purchasing power of Chinese residents is likely to increase sharply because of the lower rates of inflation and a good annual GDP growth rate of 8 % for the country. To top it all China’s government recently has eased down the regulations and laws concerning foreign investment in China. As a result of these incentives a lot of companies invested in China and as according to research FDI flows into china were of about 83.5 billion dollars which grew to 108.3 billion in 2008 with continued investment announcements and a positive investor outlook. (Jianhong Qi, 2008) The trend of FDI in China has changed since 2001 after it joined WTO. Since then until now foreign investors who have invested in China have formed companies entirely owned by foreign capital. Other than industry and hi-tech foreign investment is also allowed in the financial services, insurance and banking sectors. (Jianhong Qi, 2008) Tax benefits Most of the benefits that the Chinese government offers to foreign investors investing in China are in the form of tax benefits. These include customs and income tax benefits which are given for investing in a particular special economic zone. Also value added tax benefits are offered. These benefits are approved mostly depending on the nature of investment. (Diego Quer, 2008) Special Economic Zones Talking of the Special Economic Zones in China, there are 5 zones in the south of China here tax benefits are offered. These tax benefits include a corporate tax of 15%, a tax exemption for the first two years of operation along with a tax rate of 12.5% for another three years, a 6 years tax exemption for projects in environment protection, infrastructure and energy. (Kandil, 2011) There are similar benefits offered for investment made in Shanghai where there are 5 development zones specializing in agriculture, financial services etc. FDI confidence index The foreign direct investment confidence index provides a unique look for companies intending to invest internationally giving them an insight of the present and future prospects. This survey is conducted by A.T. Kearney Since the year 2002 China was a top ranked destination for foreign investors. Also according to the 2010 FDI confidence index China holds the top position among the 25 countries with high confidence of investors. This index and optimism of investors is an indication of a strong economy. (Kandil, 2011) Bibliography Diego Quer, E. C. (2008). Foreign Direct Investment in China: Beyond the Representative Office. Journal of Asia Business Studies , 50. Jianhong Qi, H. L. (2008). Spillover effect of FDI on Chinas knowledge creation. Chinese Management Studies , 50. Kandil, M. (2011). Financial flows to developing and advanced countries: determinants and implications. International Journal of Development Issues , 50. homeworkgenie@hotmail.com

Profile of Christiane Amanpour

Profile of Christiane Amanpour Christiane Amanpour, CNN Chief Intl Correspondent for 20 Years: Christiane Amanpour, one of the worlds most honored broadcast journalists, was CNN Chief International Correspondent for 20 years. Shes also said to be the worlds highest-paid correspondent. On March 18, 2010, ABC News named Amanpour as moderator for its Sunday morning The Week interview program, starting on August 1, 2010. She left CNN after 27 years. An Amanpour report validates a storys importance. Shes often given insider access where other reporters are neither welcomed nor allowed. Shes an authority on Islam with extensive Middle East and worldwide connections. Recently Notable: Commented Amanpour on March 18, 2010, Im thrilled to be joining the incredible team at ABC News. Being asked to anchor This Week and the superb tradition started by David Brinkley, is a tremendous and rare honor and I look forward to discussing the great domestic and international issues of the day. Amanpour was in the Baghdad courtroom on October 19, 2005 when Saddam Hussein made his first trial appearance, and at Husseins initial hearing in 2004. Time magazine has called her the most influential foreign correspondent since Edward R. Murrow. Personal Data: Birth - January 12, 1958 in LondonEducation - From age 11, attended two Roman Catholic all-girls schools in Great Britain. Graduated Summa Cum Laude from University of Rhode Island in 1983 with a BA in Journalism.Family - Married since 1998 to James (Jamie) Rubin, US State Department spokesman under President Clinton; one son, Darius, born in 2000. Growing Up Christiane Amanpour: Born to Iranian airline executive Mohammed Amanpour and his British wife, Patricia, her family moved to Tehran soon after her birth. Christiane led a privileged life in Iran, and then at British boarding schools. She studied journalism in London only because her sister backed out of attending and couldnt obtain a tuition refund. Her family fled Iran, and became refugees, in 1979 during the Islamic Revolution. Shortly thereafter, Amanpour moved to Rhode Island to attend college. Christiane Amanpours Early Career Years: While a student, Amanpour interned at the Rhode Island NBC affiliate WJAR. After graduation, she endured numerous network rejections because she lacked the right look. She eventually landed an assistants job on CNNs international desk in Atlanta. I arrived at CNN with a suitcase, with my bicycle and with about 100 dollars. She was transferred to Eastern Europe in 1986, during the fall of Communism. It was there that her reporting caught the attention of CNN brass. Christiane Amanpour as CNN Foreign Correspondent: Amanpour was elevated to CNN foreign correspondent in 1989, where she reported on democratic revolutions in Eastern Europe. She first attained widespread acclaim for her riveting coverage of the Persian Gulf War in 1990, followed by award-winning reporting of the conflicts in Bosnia and Rwanda. Based in London, shes reported from war zones in Iraq, Israel, Iran, Afghanistan, Pakistan, Somalia, Rwanda and beyond. Shes also secured innumerable exclusive interviews with world leaders. Amanpour Exclusive Interviews, Partial List: 2003 British Prime Minister Tony Blair, French President Jacques Chirac just prior to the War in Iraq2003 Mahmoud Abbas, first Palestinian Prime Minister2002 Palestinian President Yasser Arafat, in isolation in his Ramallah headquarters. (Arafat hung up on her after a shouting match.)2001 Pakistan President Pervez Musharraf during the war against Afghanistan1999 Mikhail Gorbachev on the 10th anniversary of Communisms fall1997 Mohammad Khatami, new President of Iran Awards and Accolades, Partial List: On June 17, 2007, Amanpour was named by Queen Elizabeth as a Commander of the Order of the British Empire, which is only one step shy of knighthood. Professional awards include:2000 Edward R. Murrow Award for Distinguished Achievement in Broadcast Journalism2002 Harvards Goldsmith Career Award for JournalismTwo Emmy news/documentary awardsTwo George Foster Peabody Awards for BroadcastingTwo George Polk Awards for JournalismCourage in Journalism Award, International Womens Media FoundationMajor role in two duPont awards and a Golden Cable Ace award given to CNN Interesting Personal Notes: While attending University of Rhode Island, she became friends and shared an off-campus house with Brown University student John F. Kennedy, Jr. They remained close friends until his 1999 death. Christiane Amanpour is described as modest, private and quite magnetic. Her reporting is unfailingly hard-hitting, accurate and insightful. Shes often pictured on-camera sans make-up and in an ever-present, unglamorous flak jacket. She was named 1997 Iranian Woman of the Year. Memorable Quotes: Remember the movie Field of Dreams when the voice said, Build it and they will come? Well somehow that dumb statement has always stuck in my mind, and I always say, If you tell a compelling story, they will watch. I think that as a country that is so powerful, so good in its values, so determined to spread values such as democracy, morality around the world...its absolutely vital...that the people of the United States get a look at whats going on outside. Its our role and its our job to be able to go to these places and bring back stories, just as a window on the world. I remember once doing a live shot from a so-called famine camp in Ethiopia-and actually in Somalia as well. I was showing a man and telling his story and explaining how ill he was, and it was a live camera. All of a sudden, I realized that he was dying. And I didnt know what to do, I didnt know how to break that moment, how to get the camera away, what to do that would not sully what was happening in real life. And then theres always the crying and the weeping that we hear.....children, women, even men. And these images and these sounds are always with me....-...a strange thing has happened, something I never expected. Sadly, (my) marriage and motherhood have coincided with the demise of journalism as I knew it and I dreamt that it would always be. I am no longer sure that when I go out there and do my job, itll even see the light of air, if the experience of my colleagues is anything to go by. More times than I care to remember, I have sympathized with too many of them assigned like myself, to some of the worlds royal bad places. They would go through hell to do their pieces, only to frequently find them killed back in New York, because of some fascinating new twist on killer Twinkies or Fergie getting fatter or something. I have always thought it morally unacceptable to kill stories...that people have risked their lives to get.

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Marketing Mix Strategies of Nike and Reebok in India Essay

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Marketing Mix Strategies of Nike and Reebok in India Essay

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Ethnic Market Essay Example for Free

Ethnic Market Essay With mounting western influence and focus on revival of traditional Indian fashion elements, diversity in India sees many faces. To maintain the dignity of the culture and to provide a platform to small Indian brands, future group initiated ethnocentrism concept by opening ethnicity store in Ahmedabad, Gujarat. This initiative has provided new format insights to organized retailers to expand their horizons in highly volatile Indian consumer oriented market. A new format has always been a challenge to any retailer to sustain into the market. In the changing face of market, to regain preference of consumers towards nationalized brands, can be looked from a confronting angle. This created an anxiety in the mind of researchers and inspired them to undergo the research to understand the ethnicity concept. Ethnicity format is studied based on the first ethnicity store set up in the city of Ahmedabad, Gujarat and glimpses are taken from the second and third store set up in Mumbai and Pune respectively. Research is secondary followed by primary in nature. This paper gives insights into the overall set up of ethnicity format that includes differentiating Criterias of ethnicity in comparison to regular retail formats based on observation at the store. Questionnaire based survey is also performed to get opinion on ethnicity store and paper gives insights into preferential category for purchase for future developments Consumers have given a very good response to the new concept. Along with shopping, experiences of consumers with the format have given a lasting impact on their mind-set. Further Raja market, Rani Market, Thoda aur market are found attractive to consumers and have gained good preference of consumers followed by Sona-chandi market Chota India and Ghar aangan market. The insights into concept development and suggested potential extended formats of ethnicity may readily work as a pillar to stand into the market for new retailers. Keywords: Ethnicity, Ethnocentrism, Organized Retail, Nationalized brands. Introduction Indian fashion industry is moving towards westernization due to high level of acceptance of foreign brands by the consumers. Due to this ,western brands are getting a wider platform than the ethnic brands across the country. As a result, national/ethnic products are even overlooked by consumers and time may come that such products may disappear from the market. To protect the Indian heritage, Future group took up the maiden initiative to provide a space to Indian products and brands under its own name and fame Future Group, Indias leading business house with strong presence in retail sector, launched a new retail format, family lifestyle store Ethnicity, in Ahmadabad to market ethnic brands and products of India in 2008. This chain is a major family format developed after the launch of *Professor, G. H. Patel Post Graduate Institute of Business Management, Sardar Patel University, Vallabh Vidyanagar. **Assistant Professor, N. R. Institute of Business Management (GLS-MBA), Gujarat Technological University, Ahmedabad. Pacific Business Review International 2 highly successful family formats like Pantaloons, Big Bazaar, and Home Town. The new store format that has been billed as Everything Indian, seeks to promote ethnic brands, ranging from ethnic and fusion wear, Jewellery, handicrafts, home decor, beauty products to accessories and gifts. Thus ethnicity showcases a large number of small Indian brands under one roof. Ethnicity besides promoting the culture of ethnic products, provide a modern platform to augment the presence of the retailers into the industry. Research Objectives †¢ †¢ †¢ To understand the concept of ethnicity as a new retail format To understand differentiating factors of ethnicity store in comparison to the modern retail stores. To understand the consumers preference towards the new format. Scope of the Study The study has explored the concept of ethnicity. In includes understanding of the theme and concept development, merchandise development and differentiation criteria of format in comparison to existing formats. Further to understand acceptance of the new format, consumers preference towards the offerings has also been analyzed Data Collection Sources Secondary data sources have been used to understand the concept the ethnicity. Information has been taken from leaflet provided by ethnicity store of Ahmedabad, and Company website to get insights into ethnicity store of Pune and Mumbai. Articles kept on the websites are also used at the launch of ethnicity. Primary data has been collected through questionnaire to know consumers preference towards the new format. Respondents were the consumers of Ahmedabad who visited ethnicity store. Sample of 100 respondents was administered out of which 94 responses identified as valid sample for the study. Literature Review Ethnic origin has been defined as a group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition (Crysdale and Bettie, 1973). Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification. Because values reflect a standard or criterion that people use in the guidance of behavior, they act as a norm for ethnic consumer behavior and an influence on many consumption motives. Ethnic Marketing Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a companys products and services towards the customers lifestyles. According to Technopak Analysis, the current market of sarees and ethnic wear stands at Rs 31,000 crore and is projected to grow at 10 per cent to reach Rs 45,000 crore in 2014. Views expressing rationale towards ethnic marketing Mr. Arvind Singhal, chairman of management consulting and retail specialist firm Technopak Advisors (201011) said, Overall apparel category spends are rising, with special focus on ethnic wear brands, where many new brands have emerged as market heroes. They sensed the vacuum in the market, ease of entry, and attracted women the most interesting target consumer, which places the Indian ethnic wear market at Rs. 56,800 Crore, growing at 9% annually. Govind Shrikhande, customer care associate and managing director, Shoppers Stop said Branded ethnic Volume 5 Issue 5 (November 2012) wear is one of the top selling categories in our stores. For the past few years this segment has seen double digit growth, Mr. Gaurav Mahajan, CEO, Westside, a Tata group company said ,Indian ethnic wear is an integral part of our customer promise. We widened the Westside range and introduced Zuba, which offers silks and authentic handlooms. This autumn will see the launch of two more brands, Mr. Rakesh Biyani, joint managing director, Future Group said ,There is a significant rise in demand for womens ethnic clothing. There is a big gap between the opportunity and what is being delivered today by organized players. This gap identification generated a lead to cover the untapped ethnic market and future group took up the initiative to establish ethnicity store as a revolution in the existing apparel format. Concept development of Ethnicity Store by Future Group. Store Design Future Group has launched the first of a chain of stores aimed at retailing Indian wear in 2008 in Ahmedabad city. It is the branded Ethnicity store that keeps the a range of ethnic and fusion wear, jewelry, handicrafts, home decor, beauty products and accessories and gifts. All the products are India inspired. The store is having a spread over an area of 25,000 to 30,000 sq. ft. Store Objective The apparel labeled as traditional and indoor clothing a decade ago, has laid the foundation for todays contemporary Indian ethnic chic. Ethnicity proudly follows the Indian values of being sensitive to Ahmedabad city, environment and community. It provides a platform to bring together traditional or ethnic 3 retailers and consumers. It recreates the know-how of a traditional ethnic market in a modern retail format and is an aggregator of the multi-faceted ethnic merchandise and traditional selling practices. It revives and rejuvenates anything and everything that is Indian. It aims to truly open out the urban ethnic market and redefine the scale of ethnic merchandising. Ethnic-Theme Positioning at the Store The concept Ethnicity is not limited to ethnic clothing but it is a destination to get the unique experience. The key differentiator for Ethnicity lies in its 360-degree shopping experience. Ethnicitys store design reflects a distinctly ethnic character visual merchandising tools include artifacts, paintings and decor pieces from Rajasthan, Orissa and Gujarat. Visual merchandising at ethnicity is like the synopsis of a story book. Ethnicity has gone the Desi way (Highly traditional) to become attractive and communicative. It is vital to not only be a differentiated retailer but also to draw out the true essence of the products. Branding in ethnic wear has been led by region of origin of the product like Benaresi sarees, Lucknowi kurta, Kutchchi Bandhani. The store is colorfully designed and the flashiness gives it an ambience of luxury and festivity. Atmosphere at Ethincity Store Atmospheric at ethnicity store is a reflection of Indian heritage. Instead of halogen lights, everywhere light is reflected by lanterns. Instead of room freshener or perfumes, a raw fragrant of essential oil from flowers known as attar is used to mesmerizes the entrant and bring them to the Indian culture. All the racks for display of merchandise are developed from wooden and outside decoration is of handicraft, which gives a reflection of Indian art. Instead of having all the racks or shelves for display, few of the merchandise is displayed on cot. Store assistants are dressed in ethnic kurtas for refreshments, Coconut water is served in a lorry (Cart) which gives a flavor of typical Indian culture, on the road serving. Pacific Business Review International 4 Use of multi colors, art and fancy designs, air fragrance and traditional lightings give all time festival feeling experience. market. Chosen name for the market is based on arterial language of India. With the theme of ethnocentrism, the collection represents only Indian brands in all the merchandise. Merchandise at Ethnicity Store. All the offerings are divided into a Niche name of Overall Analysis of Ethnicity Store Table 1 Store Sections Generic category name Ethnic name at ethnicity store Women’s wear category Rani market-everything ethnic for women Men’s wear category Raja market-everything ethnic for men Kid’s wear category Chota India market Jewellery/ accessories Sona –chandi market- ethnic Jewellery Home accessories Ghar –aangan- ethnic ideas for your home Stationary/medical items Thoda aur- ethnic accessories and more Source: http://www. indiaretailing. com/organising-ethnic-retail. asp Data Analysis Regular formats of organized retail stores have their specific offerings. While ethnicity store has differentiated the same to give a new experience to the consumers. Based on observation at ethnicity store, the following comparison has been made to derive the differentiation criteria Table 2 Comparative Analysis: Organized Regular Retail Format V/s. Ethnicity Format Parameter Organized Retail Organized retailOutlet outlet Theme A move culture Objective To give exposure to western To give platform to Indian brands culture dynamics and appeal to ethnocentrism Size of the outlet Large size Comparatively small size Structure Vertical departmentation Horizontal departmentation. Availability of brands Global brands Only Indian brands Atmospheric Exclusive halogen lights lantern /yellow lights towards Ethnicity Store Ethnicity store western A move towards Indian legacy Volume 5 Issue 5 (November 2012) 5 Decoration No additional decoration Fully decorated with colors, lamps, handicraft ,puppets etc. -looks like all time festival Music Western songs Indian instrumental Fragrance Room fresheners Raw fragrant of essential oil from flowers known as attar Shelves Racks Along with racks Traditional village themed cots with four legs Merchandise division Products are separate Gender wise product bundling. Apparel gets displayed in one section, accessories other section, footwear another section and so on e. g. Raja market includes apparel ,accessories ,footwear addressing men. Rani market includes apparel, accessories, footwear for women Merchandise name English names Traditional Indian names Store assistant’s dressing Western formal wear Traditional Indian kurta Packaging Plastic printed bags Paper bags with traditional look Merchandise Western outfits western designs and indo- Indian traditional embroidery work outfits with Shoes Mojaris and chappals Indo-western painting Handicraft Cosmetic products. Natural ayurvedic products and aromatherapy Perfumes Incense stick, fragrances Light chandelier Candles and Lantern Artificial jewellery Stone work, Kundan jewellery Refreshments Food court with multi cuisine Small push cart/lorry with coconut water Deliverable Shopping Experience attar, natural Source: Primary data collection through observation Analysis of Consumers Preference Towards Ethnicity Store: Consumers survey has been performed to get insights into their experience towards the format with the help of questionnaire. Respondents were the consumers who visited the ethnicity store. Pacific Business Review International 6. Figure 1 Consumers Preference towards the Market based Merchandise at Ethnicity Store with Mean Rank ( where 1 is least and 5 is maximum) 0 1 2 3 4 5 4. 25 Raja Market 4. 02 Rani Market 2. 80 Chota India 3. 20 Sona Chandi Ghar Aangan 2. 05 4. 15 Thoda aur Source: Primary data collection through questionnaire Consumers preference towards the ethnic theme based markets is analyzed to know the preferred market. This analysis is aimed at developing the market to increase the preference †¢ †¢ †¢ †¢ Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. New introductions in thoda aur market like lamps, candle and fragrances, ayurvedic products etc have grabbed attention of people which gives a lead to introduce more unique and Indian traditional items. Sona chandi market has got a good response. Thus it can be interpreted that fashion accessories in ethnic look are keeping tune with the ethnic garments. As per consumers opinion, Chota India is yet to gain preference may be because of traditional designs that are not preferred more for kids in †¢ comparison to western attractive outfits with cartoon characters Again as per consumers opinion, Ghar aangan is also yet to gain preference may be because of bed sheets, utensils, toys , purchase for rituals like puja ka saaman etc. have pre-existence of established unorganized market. Volume 5 Issue 5 (November 2012). 7 Consumers Preference towards Ethnic Products for Three Most Preferred Markets Figure 2 Preference has been Analyzed towards Offerings for Females as Rani Market Source: Primary data collection through questionnaire Fusion wear and Mix Match are able to attract consumers as it is a new and unique base of ethnic products. As Saari, salwaar kamiz have become a common purchase and many platforms are available to address the demand, preference is found at the moderate level. Figure 3 Preference has been Analyzed towards Offerings for Males as Raja Market Source: Primary data collection through questionnaire In mens wear traditional wear in the form of Jodhpuri, Chudidar and kurtas along with traditional mojaris have attracted consumers to larger extent Pacific Business Review International 8 Figure 4 Preference has been Analyzed towards Offerings for Thoda Aur Market Source: Primary data collection through questionnaire Full range of Fragrances and Candles Incense has been introduced by ethnicity store. It has got extra ordinary preference of consumers. Thus it has contributed towards maintenance of Indian legacy Consumers preference towards Aromatherapy Aromatherapy is the use of aromatic plant oils, including essential oils, for psychological and physical wellbeing. Aroma therapists blend therapeutic essential oils especially for each individual and suggest methods of use such as topical application, massage, inhalation or water immersion to stimulate the desired responses. Aroma therapy oils may include : †¢ Peppermint Digestive disorders †¢ Rosemary Muscular pains, mental stimulant †¢ Sandalwood Depression, anxiety and nervous tension †¢ Sweet orange Depression and anxiety. †¢ Tea tree Respiratory problems, antifungal, antibacterial and antiviral †¢ Lavender Headaches, insomnia, burns, aches and pain Ethnicity store has provided the platform for Aromatherapy. Full range of essential oils has been displayed to generate the awareness and preference towards the same. It is aimed at generating awareness towards ayurvedic medicine in the arena of allopath for better and secure treatment. Ethnicity has taken maiden initiative to mould the consumers psychology towards naturopath. (Graph on next page) It can be interpreted from figure-5 that first hand response has been satisfactory with 49% for. Aromatherapy and thus it enjoys the potential to increase the preference in future. The atmospheric of traditional products is supporting the purchase of traditional way of health supplements. The advice and explanation given along with the product has played important role in making realization to go for natural products Volume 5 Issue 5 (November 2012) 9 Figure 5 Preference has been Analyzed for Aroma Therapy Source: Primary data collection through questionnaire Figure 6 Analysis of Consumers Satisfaction towards Ethnicity Store: Consumers level of satisfaction towards the differentiated offerings has been analyzed. Such analysis is aimed at identifying the most appealing differentiation for future positioning of the store and developing the strategies that may lead to future satisfaction Competitive Assessment Matrix with Mean Rank ( Where 1 is least and 5 is maximum) Regular Organized Retail Formats and Ethnicity Store Consumers’ satisfaction on competitive assessment matrix 0 1 2 3 4 5 4. 05 4. 95 Theme 2. 30 2. 60 Price 3. 25 4. 00 Variety 3. 94 4. 35 Display 4. 00 Experience Source: Primary data collection through questionnaire Keys : Regular organized retail outlets Ethnicity store 5. 00 Pacific Business Review International 10 †¢ †¢ †¢ †¢ †¢. Competitive assessment matrix depicts that ethnicity theme is highly appealing to the people. The differentiation point of giving experience to the consumers than only to provide a platform for shopping is getting correct positioning in the mind set of consumers as it is applauded by consumers with the mean rank of 4. 95. Unique display of ethnicity is highly appreciated by consumers in comparison to regular organized retail formats. On the dimension of variety ethnicity is lagging behind in comparison, the contributing reason may be limited number of Indian brands into each category. As far as pricing is concerned none of the outlets satisfied the consumers expectation. It brings out the fact that price structure is too high. Here opportunity lies with ethnicity store to discriminate pricing strategy to get competitive edge over other formats. It might be feasible to reformulate the pricing strategy due to nationalized brands. †¢ †¢ †¢ †¢ †¢ Suggestions †¢ Major Findings †¢ †¢ †¢ Ethnicity is indeed a revolutionary move towards consumers ethnocentrism. National players have also joined hands with the big retailer and accepted the opportunity to address the mass market. Thus it has contributed to a greater extent in providing a wider platform to small retailer of India. Further is has contributed towards generating awareness of ethnic products and brands of allover India which were not noticed by the consumers and importance was not realized by consumers. It is an absolutely unique model into organized retail formats. Everything starting from atmospherics to collection of brands, merchandise display and packaging is uniquely positioned with the nationalized theme. It provides a feel-good factor and thrilling experience to the consumers. Consumers are getting attracted by the theme and getting exposed and penetrated by ethnic products. Today consumers look for fashionable clothes. National brands which were not recognized earlier, have provided a platform of fashion to explore Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. Fusion wear, Mix Match, Jodhpuri,Kurtas, Chudidars, Mojaris and fragrances ,candles and incense are able to get preference of people. Aroma therapy is able to get good welcome form the consumers. Ethnic designs are getting acceptance in the form of novelty. In all this innovative concept well applauded by consumers as they are getting exposed to all the variety and designs of products of all the corners of India under one roof. †¢ †¢ †¢ More Indian retailers should be motivated to provide huge collection of ethnic products in the categories of mens wear and womens wear to provide more varieties. There is a need to increase the range of aroma therapy offerings to increase the awareness and consumption. Fragrances, candles and incense offerings have brought Indian values back in the preferences. This has showcased a very good business potential as a whole. There is a need to provide more and more offerings into the segment with more and more varieties. Potential revolutions into existing format of ethnicity for India. Format can be expanded by introducing specialties of major states/cities of India †¢ Rajasthan market Art craft †¢ Jamnagar market-Bandhani Volume 5 Issue 5 (November 2012) †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Bangalore -Silk garments Chennai- Pearl jewellery Kerala market-Spices Format can be expanded by introducing specialty food of major states/cities of India it may help to give a back shift to the consumer trend which is moving towards western food Gujarati food Punjabi food South Indian food Rajasthani food North Indian food Kathiyawadi food Potential revolutions into existing format of ethnicity for other countries. It has been witnessed that countries are getting specialized into technological innovations but spread of such innovations into the same continent reflects questionable behavior of consumers. Many a times it is because of lack of awareness. Such type of format may provide a common platform to explore the small innovative products at consumer end E. g. European countries. Fashion based Ethnicity- As fashion industry is one of the major growing industries in Europe, all fashion statements can be displayed under one platform †¢ Fashion statement of Italy †¢ Fashion statement of France †¢ Fashion statement of United kingdom Technology based ethnicity- Technical Research innovation driven countries, all innovations can be displayed under one platform †¢ Big to small innovative products of Finland. †¢ Big to small innovative products of Germany †¢ IT Renewable technology based products from Sweden †¢ Electric technology innovations of Netherland E. g. Asian Countries 11 Technology based ethnicity †¢ Robotic technology based innovative small to big products from South Korea Japan References Crysdale and Bettie, 1973, Retrieved from, http:// www. manifolddatamining. com /html /products/ ethnicmarketing. htm on 15/02/2012 Anuradha Shukla, Ethnic wear market booms in India retrieved from http://wonderwoman. intoday. In/ story/ethnic-wear-market-booms-in-india/1/ 88440. html http://indiatoday. intoday. in/story/ethnic-wear-marketto-grow/1/124981. html retrieved on 06/02/2012 koregaonparkplaza, pune (2011) retrieved from http:// w w w. k o r e g a o n p a r k p l a z a . c o m / s t o r s details. asp? id=77catid=1st=1 retrieved on 06/ 02/2012 Runul Vashistha, (2009) retrieved from http:// www. indiar et a iling. com/ R et ailC oncep t _ details. aspx? Id=58 retrieved on 02/02/2012 Pooja nair, (2009). retrieved from http://ahmedabad. metromela. com/Lamps+and+ethnic+ wear+at+. Ethnicity/article/3183 retrieved on 15/02/2012 Shailesh Shah, (2012). Ethnicity: Towards organising ethnic retail, retrieved from http: // www. indiaretailing. com/organising-ethnicretail. asp retrieved on 02/02/2012 http://www. pantaloonretail. in/pdf/ethnicity_karigari. pdf Reference Book Jr. Churchill Gilbert A. , Lacobucci Dawn, Israel D. , (2009),Marketing Research- A South Asian Perspective, India Edition, Delhi: Cencage Learning. Additional material Leaflet circulated at ethnicity store 12 Glossary Attar: A fragrant of essential oil typically made from rose petals Ayurvedic: It is a Hindu system of traditional medicine native to India and a form of alternative medicine. Ayurveda can be defined as a system, which uses the inherent principles of nature, to help maintain health in a person by keeping the individuals body, mind and spirit in perfect equilibrium with nature Bandhani: A process of patterning cloth by tie-dyeing in which the design is reserved on the undyed cloth by tying small spots very tightly with thread to protect them from the dye especially popular in Rajasthan and India Chappal: An item of Indian footwear, similar to a flipflop with a toe strap Chota (India market): Younger, junior child related products. Pacific Business Review International Kundan Jewellery: Kundan is a traditional Indian gemstone jewelry, a method of gem setting in a jewellery piece, consisting of inserting gold foil between the stones and its mount, usually used to create elaborate necklaces believed to have originate in royal courts of Rajasthan and Gujarat. It is the oldest form of jewellery made and worn in India Kurta: A knee-length, collarless shirt worn over pajamas by men in India Mojaris: A style of South Asian handcrafted footwear mostly using vegetable-tanned leatherproduced in India Organized retail: Organized retail has been defined as a network of similarly branded stores with an element of self service Raja (Market): A prince, chief, or ruler related products in India Rani (Market): Indian princess related products Ethnicity: Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification Saree: a dress worn primarily by Hindu women; consists of several yards of light material that is draped around the body Ethnic groups: A group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition Sona-chandi (market)-Gold silver related products/jewellery Ethnic Marketing: Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a companys products and services towards the customers lifestyles Ghar -aangan (market):Home decoration related products Handicraft: Items made by hand, often with the use of simple tools, and are generally artistic and/or traditional in nature . They are the objects of utility and objects of decoration. Incense stick: It is composed of aromatic biotic materials, which release fragrant smoke when burned Thoda aur (market): somewhat more than the existing here in the context of more than the regular offerings.

Quality Perception of Ready to Cook Meals

Quality Perception of Ready to Cook Meals The purpose of this research is to examine the effects of quality perception of housewife towards their preference of use of ready to cook meal and to know that which variables of quality perception have an impact on the preference to use. The variables we have taken for the study are taste, freshness, storage life, hygiene, quality of ingredients. Primary data has been collected through personal survey; we have used the questionnaire as an instrument for the data collection. The convenience sampling method was followed. The questionnaires were filled by 150 respondents i.e. housewife. Optimal scaling or categorical regression was used which is statistical technique used to analyze the impact or effect of the independent variable on the dependent variable. The results show that there is no effect of the independent variable (taste, freshness, storage life and quality of ingredients) on the preference to use of the ready to cook meal. In other words we can say that the housewives are not influenced by these variables of quality perception i.e. they have no effect on the preference to use. INTRODUCTION 1.1 Overview Every region has different culture and different perceptions related to meal, (Rozin, 1999). Industry response to consumers varying lifestyles and preferences has seen an excess of prepared foods (ready-to-cook items) introduced into the market over the past two decades. During this time period, the food industry has prepared a concerted effort to meet up the desires of a time-hungry consumer through enlarged offerings of semi prepared and ready to cook meals. As the emergence of time, men and women both are preferred to work, (Goyal Singh, 2007) because the daily requirements are grown very high and everyone wants to live a lavish life. For women its mandatory to look after their home and family along with their job. It is also factual that many of us do not have the time or energy to cook like that everyday. Mainly responsibility for the preparation of meal lies with women. Its true that housewife is always responsible for meal, even she spend more hours away from home than her hu sband. For working women it seems daunting to give time to cooking after a long working hours. It is quite tiring to plan and prepare a meal for working women, where every day chores as well as office work have no avoidance. She has a more purchasing power however less time to cook and eat. There are options available for the food that fills the empty tummies which are also healthy and take less time. And even some of them have pretty good taste too.As the work habits of women have increased; it has an effect on life style. I have found a way out to this menu planning and making phobia. The easiest way out that I could think of was ready-to-cook meals. Ready to cook meals is a packaged meal that already cooked or just need to reheats it before use. Many research shows that the concept of ready to cook meal comes from during wars, military has limited resources to prepare food and it is available in pouches and tin cans. It is popularly used in US and Europe countries for ages and has a mature market in food industry. Although it has also captured a market share in Asian countries for past two decades. Ready to cook meals makes life easier that they are easy to make, ready to eat whenever you want to and you just have to do reheat it and it is all done, it is easy to store. These meals can be stored for long time like kept frozen for over three months and once it has cooked then can be stored up to three days in the refrigerator. So, it is a nice deal unlike the consumable commodities. The adoption of ready to cook meal is easier specifically for working women against home cooked meal because she usually dont get the time to make va rieties of meal on everyday basis. Thats why working women are more likely to buy convenience products than the housewives. Daily dine out is not a healthy choice. Because restaurants offers a heavy and fattening meals which are injurious to our health. So, the people who are health conscious and want a high quality meal or try a new eating experience, they prefer to have natural food ingredients then ready to cook meal is a good choice for them, which is hygienic and tasty like restaurant food. While on the other hand, the advantage of making own home cooked meal is that you can prepare meal according to your preferences, some people like less spicy food. So, you can add or eliminate the ingredients as per your desire. You have a complete control over making of your meal and no preservatives used in it. 1.2 Problem statement The research we conducted is about to study the effects of housewife quality perception of ready to cook meal on their preference to use. This research is actually an experimental research in which we found that do the housewives prefer to use the ready to cook meal. And how do they find the ready to cook meal in aspects of its taste, freshness, storage life, hygiene, quality of ingredients in comparison of home cooked meal. There are many companies which offers ready to cook meal in the market. The task of cooking a big meal after a full day of work might appear kind of off-putting. Due to scarcity of time, the difference is arising in purchasing of substitution of purchased goods. Both the employed and non employed wives are going to apply Time-Buying strategies. But the employed wives take more care of their time so they go for convenience meals or purchase meals. Ready-to-cook meals are dependable with modern consumer fashions towards greater involvement in cooking and the desire to use natural, unprocessed ingredients. This type of food can be served in a short amount of time. This type of food prepared available in market that gives benefit to both employed and non employed women. The perception of ready to cook meal depends upon some factors which are highly effective on buying of purchased food. When the women consider using ready to cook meal there are some variables like taste, freshness, storage life, hygiene, quality of ingredients, which comes in her mind and make comparison with the home cooked meal. In this report we came to the knowledge that both working n nonworking women were willing to cook food tasty as well as quick. Although we got know that we added flavor in food through long, slow and simmering cooking but now women are finding other ways of infusing flavor that we saw in this study. Mostly women collect recipes that take short time, some keep their pantry and freezer stocked with ingredients used in most quick tasty meal recipes. Some tasty and healthy shortcuts can make cooking trouble-free and delicious. The other significant variable to consider is storage of ready to cook meal. This discipline describes how to handle, prepare and safe meal in ways that prevent food borne illness, WHO (2007). This practice is to be followed to avoid potentially severe health hazards. Housewives are very conscious about food safety. They dont take risk for health of their families. They try to Store their food properly and under the best possible position that would extend its life to its extreme potential. Some foods can be stored at room temperature and some must be refrigerated. Freezing can be exploited to increase the life of many items for consumptions. To get the most out of the storage areas, definite conditions must be maintained. These meals are designed to be heated, but can be eaten cold since they are already fully cooked. With the passage of time storage methods are changing with eating patterns. No women look like to be ready to spend hours in cooking foods. Even though, it means we just can not have right to use to real time fresh food. But so is the need of time that we have started showing willingness to buy meals ready to eat where no issues of storage arise. The quality of ingredient is another very important characteristic of meal that is considerable among consumers. This contains such features as texture, and flavor and so on. As well as ingredient quality, there are also hygiene requirements. It is important to make sure that the food processing surroundings is as clean as achievable in order to produce the safest possible food for the consumer. 1.3 Hypotheses H1: The taste perception of ready to cook meal has a positive effect on housewife preference to use. H2: The freshness perception of ready to cook meal has a positive effect on housewife preference to use. H3: The storage life perception of ready to cook meal has a positive effect on housewife preference to use. H4: The hygiene perception of ready to cook meal has a positive effect on housewife preference to use. H5: The quality of ingredients perception of ready to cook meal has a positive effect on housewife preference to use. CHAPTER 2: LITERATURE REVIEW Quality and safety are two important elements in consumer food perceptions and decision making associated with food choice (Grunert, 2005). But the both quality and safety are two different and broad categories. If we take quality as benchmark it may include study hygiene, taste, freshness, health effects and storage life. These five variables also lead to safety of food and if these five variables will be taken under consideration in making home food or purchasing ready to cook meal can be the most important variables to be in consideration. At first it is to be understand that either women now days are cooking food at their home or not or purchasing it from outside. There is a growing demand for the convenience of take-out food, and food service establishments are seeking to satisfy this demand (Food Institute Report, 2007). The ratio of purchasing the food from outside is growing day by day but the preference to use food will remain the same because the compromise on hygiene, taste, freshness, health and storage has to be always in consideration. With the emergence of the supermarket and hypermarket culture, consumer preference for packaged food products has increased significantly in the recent years (Stewart-Knox Mitchell,2003). This factor should not be neglected that with opening of more and more supermarkets, the demand and use of frozen food, ready to cook meal and have increased and consumers are also very well aware of quality and preference to use food (Silayoi Speece, 2004). Consumers have now become more discriminating in their food product choices and have started emphasizing more on convenience, freshness and quality of the products (Quagrainie, 1998). Freshness, hygiene, taste, all these factors are very important before purchasing package food product because health is an important factor and consumers cant compromise in any kind of health issues(Acebron, Levy., Mangin, Calvo Dopico, (2000) . The desire for convenience and an increase in the number of working women are some of the significant factors driving a strong growth of packaged food products (Goyal Singh, 2007). Besides, consumers have now started preferring quality food intake and are becoming more aware in terms of nutritional diet, health and food safety issues (Ruth Yeung, 2001). The producers of the packaged food should take this factor in reflection because as trends changes the producers have to adopt it quickly because of to capture the market and to remain the markets leaders (Rimal, Fletcher, McWatters, K.H., Misra, S.K. Deodhar,2001). As economies develop and incomes increase, people not only demand higher levels of safety and quality in their food (Smith Riethmuller, 1999), but also express concerns about the environmental sustainability, the logical use of natural resources and the protection of farmers and animals health (Overby, Gardial, Woodruff, 2004). These changes in attitudes and values (Tansey, 1994) have also been stimulated by a number of food scares and crises (e.g. pesticide residues, saturated fats, veterinary drugs, food additives, dioxins, Bovine Spongiform Encephalopathy, etc.) that have become a major public health problem worldwide and shaked consumers confidence in food quality and food safety. Furthermore, the increasing technological change especially the genetic engineering and its use in agriculture and food industry is generating much controversy over its costs and benefits with the majority of European consumers having a negative attitude towards genetically modified food (Verdurme Vi aene, 2003). Where consumers are going towards package foods, at other side increase in health issue is an another problem. So still there is a huge majority who is still love to cook food their home and prefer it more than ready to cook meal because for them taste, freshness, hygiene is more than the package foods (Hobbs, Bailey, Dickinson Haghiri, 2005). Consumers are believed to generally prefer products of high quality. However, the underlying cognitive determinants of quality and safety are not sufficiently understood within the area of consumer behavior. (Rijswijk Frewer, 2008). Quality is always the benchmark for the people and in food no one like to compromise on it. The variable which is in discussion of hygiene, storage, freshness, taste and effect on health is the benchmark for the preference to use the food. People can spend premium price but will not compromise on the given variables because health is an important factor for everyone(Rohr, Luddecke, Drusch, Muller Alvensleben, 2005). It is important to understand consumers own perceptions and representations of quality and safety. This is because consumers will base their purchasing decisions on these beliefs (Rijswijk Frewer, 2008).It is not necessary that the variables which is being considered is the benchmark for everyone, For some only 3 will be considered, for oth er 7 attributes can be in their view. Consumers are likely to derive quality or safety perceptions from other product cues, either intrinsic (e.g., appearance of the product) or extrinsic cues (e.g., a quality label) (Nelson, 1970). Its an another view of judging quality by looking to other product looks because no one knows what is inside, how it is cook, etc. In addition, the interrelationship between consumer conceptualization of food quality and food safety warrants further investigation. If consumers perceive quality and safety as independent attributes, different decisions may be made depending on whether consumers focus on quality or safety issues in their food choices. However, if the two concepts are inter-related, and are implied by one another, food choices may always involve decisions about both quality and safety. (Rijswijk Frewer, 2008). Both qualitative and quantitative research has addressed issues associated with cultural determinants of food choice. It is evident that when analyzing factors that influence food choice it is important to take consumers cultural backgrounds into account (Nayga, 1999). It is believed that people from different cultural backgrounds have different perceptions and experiences related to food (e.g., Rozin, P., Fischler, C., Imada, S., Sarubin, A. Wrzesniewski, A., 1999). So the culture factor will be having an impact on our results because most of the house wife will not prefer the ready to cook meal because their mothers dont like this concept, they might have a thought which is not good for health, so these factors can have an impact on preference to use food. There is a growing demand for the convenience of take-out food, and food service establishments are seeking to satisfy this demand (Food Institute Report, 2007). The current trend in today world is to consume the frozen food, package food, ready to cook meal or restaurant food because of the lack of time in current life (Lennernas, Fjellstrom, Becker, Giachetti, Schmitt, Remaut de Winter Kearney, 1997). To live a good life every member of the family has to earn for the good living, so the trend is setting now for the ready to cook meal which can get ready as soon as possible. The challenge is to find containers that keep the food hot, and are cost effective (Matsumoto, 2000). Initially in package food idea was introduce, it was having the flaws how to keep food hot and how to make it cheap because the idea was very costly. And when you think the consumer will be purchasing the food because every one has the different schedule, so the idea of ready to cook meal has come up, when you get home you just have to cook for around few minutes and have good hot food at consumer convenience. Despite the increasing sales, it is only take-out and curbside services that are fueling the market. Consumer interest for dining in restaurants is not growing; the value to the current consumer is the ability to purchase already prepared food, and take it away to consume at home (Prewitt, 2002). Consumers are not interested in purchasing the prepared food because till they take that to home it may not remain fresh because distance from the restaurant to home can be long or short both, other perspective is that it has been observed that people dont like to eat as soon as they reach their home, they first like to fresh up, get relaxed and then loved to have food with their family, so ready to cook meal is very much good for these kind of people as it is safe, hygiene, taste good. This market is supported by single working people, and dual-income couples, with children or without, who are purchasing take-out food five times per week due to time constraints (Binkley Ghiselli, 2005). In Denmark, the respondents of one research (Poulsen, 1999) believed that prepared meals provided convenience by enriching the every day diet. This convenience may be supposed as promoting an easy way of healthy living. However, consumers also perceived unnaturalness and uneasiness towards the taste changes, higher price, doubt about the enrichment effect, and uncertainty toward eating functional food products. On the other hand, attitudes were seen to be more encouraging towards the tangible aspects of functional foods. Some of these aspects, included enrichment with supplements of calcium and vitamins (Poulsen, 1999). CHAPTER 3: RESEARCH METHODS This chapter covers the detail information regarding method of data collection, research questions, and objective of this study, research hypothesis, data collection, sample size and technique. It also includes the tool which has been used in the study. 3.1Method of Data Collection: The method of data collection was a personal survey technique. The data was collected from different housewives in whom both working and non working housewives were included. 3.2 Instrument of Data Collection: The instrument used to collect the data was a structured questionnaire. It contained 10 questions, in which 3 questions were regarding personal information of the respondent, 2 questions regarding the usage of ready to cook meal and other 5 questions were regarding the effects of housewife quality perception of ready to cook meal on their preference to use. The different quality factors of ready to cook meal were considered like taste, freshness, storage life, hygiene, quality of ingredients in this questionnaire. 3.3 Sample size: The sample size was of 150 respondents. The respondents were housewives who were to ask to fill the questionnaires. Two categories of housewives i.e. working and non working women had been considered in this study. 3.4 Sampling Technique: The sampling technique used in this study was convenience sampling that based on random data collection. 3.5 Statistical Technique: The statistical technique used for the analysis was regression. To find out the effect or impact of independent variables which were taste, freshness, hygiene, storage life and quality of ingredients on the dependent variable which was preference to use, we applied optimal scaling or categorical regression test because the data was based on categories. In summary shows that the questionnaires filled were 100% valid and all 150 respondents filled the questionnaire. The value of Cronbachs Alpha shows the reliability of the data. It is greater than .50 so, we can process further our study. . CHAPTER 4: RESULTS The effect of housewifes quality perception of ready to cook meal was determined by the optimal scaling which is categorical regression analysis, this technique is used to predict the impact or effect of the independent variables quality perception of ready to cook meal in which we studied taste, freshness, hygiene, storage life, quality of ingredients on the dependent variable i.e. preference to use. Summary The ANOVA table tests the acceptability of the model from a statistical perspective. The table shows that there is no effect of taste on preference to use because the significant value is greater than 0.05. The significant value should be less than 0.05 to accept the model. CHAPTER 5: DISCUSSIONS, IMPLICATIONS, FUTURE RESEARCH AND CONCLUSION 5.1 Conclusion In the research an attempt was made to examine the quality perception of housewife towards the usage of the ready to cook meals. As the result shows that there is no effect of quality perception in which taste, freshness, storage life, hygiene and quality of ingredients variables were studied, on the preference to use of ready to cook meal. The significant value of all the variables came greater than 0.05 which means there is no impact of independent variables on the dependent variable and all hypotheses has rejected of the research. 5.2 Discussion In this research the women are involved from different areas of the city. Majority of women used the ready to cook meal and agreed to the statement that ready to cook meal makes life easier especially for working women. It was seemed that the common perception among consumers about the ready to cook meal is changing life style. The quality of food considered as the packaging and its appearance of the meal. On the other hand, women also like traditional style of cooking because they think that home cooked meal have a variety of ingredients and they can make their meal by their own style. 5.3 Implication and Recommendation On the basis of this research we came to know that the companies which are producing ready to cook meals are recommended that they should advertise more their products because mostly people know just one or two companies which are producing these kinds of meals. And they should spend more expenses over RD because it was determined during this survey that there is lowest impact of storage life on the preference to use. The companies should go for line extension in ready to cook meal because variety of consumers seems in market. 5.4 Future Research The future research on the effect of housewife quality perception of ready to cook meal on their preference to use will need to take account of the observation that these concepts are strongly related to the safety of food and convenience of time. The other issue on which we can focus in the future study would be that how people from different cultures define the quality of food because every culture has its own style of preparing food, food safety have an impact on purchasing decision, and the brands impact of ready to cook meal on the preference to use.