How advertising affect children obesity Essay Example for Free

How advertising affect children obesity Essay The impact of food advertisement on children’s health and eating behavior is a crucial interest, because of the rapid increase of obesity in children noticed in England, United States and many countries around the world (Reilly J et al, 1999). In addition to that, according to the international obesity task force report that nearly 20% of children (school-age) in Europe are suffering from obesity, Obesity overweight are defined as having an extensive fat accumulation and according to the world health organization obesity is defined also as body mass index greater than or equal to 25 and 30 kgm, in other words overweight and obese happen when calories intake is greater than the number of calories burned during activity and basic metabolic processes. This essay will examine the association between advertising and children obesity with highlighting the effect of the epidemic in the following way the first part will examine the influence of advertising on children in different aspects, and setting out recent data on the association between advertising and children obesity, the second part covers the risk of obesity in term of physical and mental health than the third part examine the different environment where the children’s are targeted and the last part include a recommendation and strategies for an effective prevention and management for the epidemic. A wide range of researches show that food advertising directed for children affect their food choice (Robinson, 2007) and children’s exposure to advertising has increased dramatically over the past years (Ekstrom, 2007). While marketing activities are more used to target tweens and teens, a considerable amount is spent every year by companies to advertise their unhealthy food, the major part was on TV advertisement, for example UK has spent 743 million on food and drinks advertising in 2003 and some data show that this number is increasing (ofcom, 2004). Television is still the most used for children’s aged between 2-13 years old and the advertisements display are still powerfully influencing (Story , 2004) in the way that 2 to 11 years old TV viewers are exposed to about 5500 food publicity yearly in the United States, in other words, 11. 5 minutes per day (Desrochers, 2008), a fact that challenge parents’ roles. According to the U. S. Department of Health and Human Services, it has been argued that advertising for really healthy foods like vegetables and fruits, known as â€Å"Go† products in the USA, are absolutely invisible. As expected most of foods advertised are considerably unhealthy which is high in sugar, salt and fat and low in essential mineral and vitamins. Although an empirical study shows that food advertised on TV conduct to a bad food choices (Taveras et al, 2006) and that proven overweight and obese children have a high recalling rates of the food advertised than children with normal weight (Halford, 2008). Many of advertisers claim that in order to improve the effect of advertising appeals for children like the case of celebrities and cartoons characters are substantial to get children’s view of products advertised. An analysis presenting a virtually version of advertising which one with and one without a celebrity character, demonstrates that products presented with popular character attract more children’s (Atkin Block, 1983; Ross et al, 1984). In addition, a study analysing parents and children in supermarket shows that children were influenced by premium offers (Atkin, 1978), an effective way of business marketing. Furthermore many substantial research demonstrates a relation between the duration of TV viewing and classes of obesity and overweight for children and adolescents (Anderson, Crespo, Bartlett, Cheskin, Pratt, 1998). However, a divided studies ignore any association between viewing TV to obesity (Kaur, Choi, Mayo, and Harris, 2003) leaded to prospective studies which was resulting after three year following that children’s or adolescent who watched TV more than two hours a day were twice probably occur overweight during the process of the study (Francis, Lee, Birch, 2003; Proctor et al. , 2003). These evidences confirm that excessive TV viewing leads to gain weight also it can affect on food choice and eating behavior. Overall, obesity rate in the U.S and many other European countries has risen to a worrying rate, many questions persist about the nature and the consequences of this epidemic. Children obesity may not result in known clinical indication until later in life, the physical and emotional effect coordinate often in children lives. A wide body of research showed that obese children and youth are stigmatized producing an opposite emotional consequences, for example low self-esteem, negative body image and depressive feelings (Schwartz and Puhl, 2003; Strauss and Pollack, 2003). However, the results of the studies on the emotional side of obese children are complex to summarize due to the variation of the study subjects including the differences between studies for example (age, gender, status, and obesity level) in spit of, many general statements can be made (Strauss and Pollack, 2003). In term of health Obesity is related with many chronic diseases and it increase risk of diabetes, cancer, cardio vascular problems and a lower life expectancy (James W, Jackson-Leach R, Mhurchu C, 2004). It has been found that obesity could be defined as disorders that affect multiple organ system. These disorders contain hypertension, dyslipidemia, glucose intolerance, impaired balance and orthopedic problems and some of this symptoms cause clinical condition in obese children and some do not (Dietz et al, 2003), a statistic in 2000 shows that 400,000 deaths were ascribe to unhealthy diet and physical inactivity in United States (Mokdad et al, 2004), whereas in 1990 it was estimated by 300,000 due to the same reasons it has been seen an increase of one-third (Mcginnis, 1993). In other words these factors represent the second major cause of death in America and its predicted to surpass tobacco as the first cause of deaths in the future (Mokdad et al, 2004). In addition, it has been argued that obesity involves immediate and long-term consequences (Finkelstein et al. , 2004). The United States spent about 98 to 129 billion on medical expenditures yearly financed by Medicaid and Medicare. Thus, this statement introduces obesity in view of a major aspect of health-care costs (Mokdad et al, 2004). In other hand, research psychologists have made a comprehensive limitation of youth children’s comprehension of advertised messages where there is many areas to investigate in, most researches on advertising to children include studies of television, however, in the interactive media field, advertising and entertainment have made a new unique way, for example advertising on children’s websites where it include games, cartoons, puzzles and activities that promote for the product related called â€Å"branded environments†; a key point of marketing in the new media environment that explain advertising strategies have become more obtrusive. Children are not targeted only in the home, as advertisers and sellers have found a new area in way all children can be reached which is the school classroom, a unique environment and due to the serious economic challenges that schools face, advertiser are progressively offering resources and founds in order to access to school children as audience for their products and commercials messages (of com, 2004) The issue of commercialization in school environment has already attracted some public attention and many citizen have already formed groups in different location. Therefore, effectively, they have declined the forms of commercialization in the educational environment with showing so far the impact of these practices on children’s. (of com, 2004) A variety of studies in the last decade have investigated the several effects of advertising, physical and mentally and increasing attention of the implication on children’s health, it is time now to think about how to reduce children obesity. As It have been mentioned early that there is a strong relation between TV viewing and child obesity, in a linked study, more than 60% of obese children could be related to excess TV viewing time (Gortmaker et al, 1990), The total pressure of ads on children’s diet is probably to be growing. In 2000 more than 75% of the commercialization budget for food and drink in Europe were used on TV advertising; it seems to be an effective measure to limit the exposure of children to ads (Lobstein, 2005). Therefore, a recent research demonstrated that a ban of fast food advertising on TV would decline the rate of overweight children aged 3 to 11 year in USA by 18% (Chou et al, 2008). Then, reducing ads of energy-dense foods on TV seems to have an even greater effect, whereas a recent study claims that if food commercial on TV were banned it will result on significant reductions of children obesity (Saffer H, Chaloupka F, 2000). It might be true that marketing budgets could be reduced but instead of that advertisers and promoters used to transfer the same message by different media, for example, the internet which is the new media environment â€Å"advergaming† (Powell L, Szczypka G, Chaloupka F, 2007). For example, in the UK, 13% of total amount spent on food, drinks and fast food advertising was by Internet (European heart network, 2005). Overall, limiting or banding the advertising of high-calories foods are urgently needed and it appears to be an important element that lead to make healthier diets for children’s. Comprehensive studies should be provided in order to combat children obesity addressing to all the causes of obesity, including strategies to motivate children to be more physically active. In some countries such as the UK, Germany and Spain are trying to restrict the activities of advertising industry, for example, a responsible self-regulation and by demanding them to present social marketing technique to advertise healthier food. Other countries’ governments are focusing on limiting food ads in schools like the case of Finland, where some countries have already banned food ads to children on TV (European heart network, 2005). While there are many challenges for the national policies in obesity prevention and the key player are governments, international organizations, private and non-governmental organizations, each country need to drive policy changes by their governments and its important to know that while health services takes usually a large part of national budget (European heart network, 2005). A change at many levels and in different environments are significantly required, for example in the home environment as improving the nutrition quality of family dinners with encouraging children to be more active in term physically as well as increasing the time that they spent outside playing can make a change. (Jeffrey et al, 2005) also the school environment is really important and the role of school in introducing an active lifestyle module in which children learns about the benefits of the healthier life style and physical activity for life. In the national level such as organizations and policy changes, a comprehensive modification is needed in the way to progress towards reducing of obesity through policy and system changes, for example encouraging children to go school by walking or by bike, increase the number of industry who product and advertise a healthy balanced product, improve the access of fruits and vegetables for a low-income population (obesity is related also with poverty) and increase the ability to afford healthy food at schools, supermarkets and farmers markets. The efforts have already begun around the world and the unique and ultimate solutions are still far, (Jeffrey P. et al, 2005). the aim of obesity prevention programmes is to limit or stop the increase of obesity and reduce the new cases of this epidemic in a population, from a scientific viewpoint the most effective way to use in evaluating obesity prevention programmes are the change in the average of the body mass index or succession in obesity rate. However in practical terms the incidence is rarely happened the rates of the prevalence of obesity is hard to decline in the short term cause firstly  losing weight is not that easy and it cant be expected that large number of obese peoples sick to lose weight just to cease to not be classified as obese, secondly the social environment and social behavioural are reflected on the population weight , at present many countries have strategies an policy to deal with the problem of obesity and some countries still need to tackle obesity effectively such as Australia, Canada and United Kingdom. However Singapore is one of the country that has achieved a degree of success through a coordinated system of healthy life covering all the different groups in the population for example preschool children, schoolchildren, young and adult peoples and recent result of the fit programmes are promising and declining rates of obesity has been noticed among primary and secondary school. In conclusion there is an important growth of children obesity in European countries and many countries around the world and after the examination of the different aspects of obesity and the association between food advertising and obesity levels some research has been demonstrating that the exposure to TV ads or network games could increase the chances of obesity and it might result in many consequence in term of physical and mental health, physical activity and healthy diet seems to be important to prevent the epidemic but a necessary significant study must set in place to fight the increase and seriously measures should be taken as a matter of urgency.

Impact of Store Layout on Customers

Impact of Store Layout on Customers Chapter 1: Introduction In todays world market, dynamic new era come with tough competition. In each and every sector competition is increasing. To cope up with the competition, it is necessary for everyone to make strategy for their positioning and differentiation. In business to business market, it is easy to retain earnings. But in retail sector it is very difficult because retailers have n-number of customers and to satisfy all of them is not possible, but only customer satisfaction can retain the customer and so the profit. Individuals, having different need and wants may not satisfy with one solution. Purchasing behavior is changing with time. People dont have much time to spend on shopping. In that case one stop shopping can be helpful to them. And because of that reason retailers have to be careful in choosing the collection, place, layout of the store. Store layout is a significant factor driving consumer response in retailing. Store layout has its own way to influence customers shopping. It is characterized by increasing competition and more sophisticated, customers have gigantic expectations related to their consumption experiences (Griffith, 2005). Atmosphere in retail market changing drastically. Competition increased and which lead to a sophisticated and demanding consumer segment that are well educated and with high expectations for their each and every purchase. They are expecting retail shopping experience with non retail services. Now days, consumers want everything customized e.g. Product collection, staffs involvement, easy accessibility of the store, all these factors influence the buying decision of the customers (Dabholkar et al., 1996) This chapter will provide a brief background about store layout and its impact on purchasing behavior at convenience stores in London, UK. It will discuss the research problem of the study, the goals and objectives of the study, rationale of the study, research methodology, limitations and overview of the study. 1.1 Overview Core concepts and terminologies help in to better understanding of the problems. Hence it is necessary to define them. All the readers may not aware about the specific terminology. Essence of the research lies there only where every normal person can understand it without the help of professional. Store layout, consumer purchasing behavior and convenience stores are defined within the context of marketing and retailing. Store layout is ease of user movement through the store to provide maximum exposure of goods and attractive display (Marketing Glossary, 2007). This includes doors, merchandise placement, shelf orientation, music, check-out counters, interior decorating, staff attitude, lighting and location of the loading facilities (Levy et al., 1995). Consumer purchasing behavior is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy their needs and wants. This process is influenced by the social and cultural environment (Consumer buying behavior, 2007). Convenience store is a small retail self-service store selling a limited line of fast moving food and non-food items, usually with extended hours of operation (Glencoe Online, 2004). 1.2 Backgrounds to the Study History of the convenience store state that, root of this industry found from early in 20th century. It came out form the many types of retail establishments in existence at that time. Convenience stores grew rapidly after the Second World War alongside the idea of the American dream. More families had more cars and lived in more suburbs, further away from shopping centers and large grocery stores. So, more convenience stores came into existence (The origin of the convenience store, 2007). ACNielsen (2006) reports that in todays time pressured world, convenience becomes increasingly important to consumers of Great Britain. Shopper habits are constantly evolving, along with developments in retail offerings. In recent years, the convenience store industry stands as an economic powerhouse, a vibrant channel of retail trade, and an anchor business for the neighborhoods. Many factors affect the store patronage decision, e.g. location, service levels, pricing policies, merchandise assortment, store environment and store image. However, very little research has been conducted on the actual determinants of a good store layout (Todays Convenience Stores, 2001). The increase in dual income families and longer working hours are making general shopping a more stressful activity for many families because of time pressure and lack of response by retailers (Avlott and Mitchell, 1999). Therefore, this exploratory research hopes to investigate if more consumers in small convenience stores are experiencing problems with different merchandise displays, narrow flow space, absence of price tags on products and absence of direction arrows and signs showing where the merchandise is being displayed. 1.3. Research Problem In spite of many commercial and educational researches there are much confusion about the purchasing behavior and perceptions of the consumers. Todays customers are more sensitive and demanding than ever. They want fast, friendly service on their terms every time they come to a store (Andersen, 1997). If they do not get fast and friendly service, they will abandon that establishment in search of another one which offers fast, convenient and better services. Based on the views of Shaffer and Greenwald (1996), a well defined, attractive and friendly store layout will attract potential customers to the store and, at the same time, discourage those who are not interested in the merchandise from entering the store. As a result, the study investigates the impact of store layout on consumer purchasing behavior and intends to present suggestions to improve the quality of service delivery in London, UK. 1.4. Research Objectives Main objective of the study is to examine the impact of store layout on customers and variables that affect the purchasing pattern of the customers. Once a topic has been identified and narrowed to the right size, the research question can be formulated to meet the objectives of the research (Saunders et al, 2007). The present research plan and its finding will answer the following questions. The following objectives are drawn from the overall aim of the study: To establish the fundamental uniqueness of layout of convenience stores; To ascertain problems arise by customers during the shopping at the convenience stores. To examine customers satisfaction and level of service they are getting from convenience stores in London, UK. To make recommendations to improve store layout in independent convenience stores in London, UK. . 1.5. Rationale of the Research This study will help in to the development of the convenience stores in London, UK by providing detail knowledge of the of the need and wants of the customers. The study is also intended to measure and assess the products display and collection in stores, customer handling capacity, service levels, pricing policies, store environment and store image, staff attitude and training, impulse purchasing pressure, and the impact of store layout and problems associated with products display. The real value of this study, however, lies in the hope that the retailers commitment to providing efficient and improved customer service will eventually allow both the retailers and consumers to successfully uncover the mechanics of good store layout. The consumers of convenience stores in London will benefit by providing the required information on store layout to the researcher. 1.6. Research Limitations The study was limited to a review of literature pertaining to store appearance, products display and other attributes of a good store layout. Due to time and cost constraints, the study was confined to only convenience stores in London, UK. The research was done in London area and, therefore, the results of the study cannot be generalized to all convenience stores in UK. 1.7 Outlines of Chapters The report on this study is made up of five chapters. These chapters cover the following areas and details of the chapters are as follows: Chapter 1: Introduction This chapter introduces the study and provides an overview of the research problem, the research objectives, the rationale behind the study and the research methodology and limitations thereof. Chapter 2: Literature Review -The literature review gives an overview of store layout theory. It also discusses consumer buying behaviors and perceptions and what retailers can do to help their customers to better overcome this phenomenon. The chapter will examine various concepts or characteristics relating to store layout which include: crowd density, staff attitude and training, store layout, impulse purchasing pressure, location, product assortment, music, and lighting. Chapter 3: Research Methodology The research methodology chapter shows how the data has been collected and gathered. It provides insight into the sampling methods used, the questionnaire, and various other techniques used to analyze the results. It also contains a review of the validity and reliability of the research investigation, indicating areas where errors might have occurred. Chapter 4: Analysis and Results The purpose of this chapter is to present the statistical analysis of the data obtained through the questionnaires. The data has been processed into meaningful results that the reader is able to interpret and understand. Chapter 5: Summary, Conclusions and Recommendations This final chapter of the dissertation contains the conclusions that are drawn from the findings in chapter four and also from chapter two. Recommendations and suggestions for further research in the field are made. Brief background of the store layout and its impact on purchasing behavior at convenience stores in London is discussed in this chapter. Research methodology, research, problem of the study, the goals and objectives of the study, rationale of the study, limitations and overview of the study is also discussed. The next chapter will review the literature in more detail and cover the theme of the important aspects pertaining to this study. Chapter 2: Theory Frame work Literature Review 2.1 Theory Framework 2.1.1 Overview This chapter looks at the dynamics of consumer behavior and the consumer market. Consumer buying behavior- includes the buying behavior of final consumers individuals and households that buy goods and services for their own consumption. All of these final consumers mutually create the consumer market. The world consumer market consists of about 5.5 billion people, but the billion people living in North America, Western Europe and Japan make up 70 per cent of the worlds spending power. Even within these rich customer markets, customers vary immensely in age, income, education level and tastes. They also buy an unbelievable variety of goods and services. How these varied customers make their choices among various products squeeze a charming collection of factors. The buying behavior of final consumers -individuals and households who buy goods and services for personal consumption. 2.1.2 Stimulus response model The innermost question for marketers is; how do consumers respond to various marketing stimuli that the company should use? The company that really identify with how customers will act in response to different product features, prices and advertising plead has a great benefit to its competitors. Hence, companies and educational institutions have researched seriously the connection between marketing stimuli and consumer response. The starting point is the stimulus-response model shown in figure 1. It indicates that marketing and other stimuli goes in to consumers black box and produce certain responses. 4Ps create marketing stimuli 1-Product, 2- Price, 3-Place and 4-Promotion. Other stimuli comprise important forces and measures in the buyers surroundings; monetary, technological, political and cultural. All these stimuli go into the buyers black box, where they are curved into a set of visible buyer responses product choice, brand choice, dealer choice, purchase timing and purchase amount. To understand how the stimuli changed in to response of the consumers inside the consumers black box in two parts. 1. The buyers distinctiveness influence how he or she perceives and reacts to the stimuli. 2. The buyers decision process itself affects the buyers behavior. Lets look at buyers characteristics as they affect buying decision and then examines the buyer decision process. It is difficult to know what exactly is in the black box and exactly predict consumer behavior, but the above model can help us to understand consumer behavior and help the researchers in creating the right questionnaire for the influencing factor. 2.1.3 Characteristics affecting consumer behavior Consumer buying process is subjective strongly by cultural, social, personal and psychological characteristics, as shown in Fig-2. Marketers can not control all the factors but they should have to take all of them in to consideration. Cultural Factors-Cultural factors applythe broadest and deepest influence on consumer behavior. The marketer needs to understand the role played by the buyers culture, subculture and social class. Culture Itis the mainly basic source of a persons wants and behavior. Human behavior is largely cultured, rising up in a society. A child learns fundamental values, sensitivity, wants and behaviors from the family and other important institutions health. Sometimes we take these values for granted, but they are noel cultural universals (Kotler, 2003). Subculture A group of people with common value structure based on familiar life practice and situations. Each culture has smaller subcultures or groups of persons with shared value structure based on common life experiences and situations. Subcultures include nationalities, religions, racial groups and geographic regions. Many subcultures create positive significant market segments and marketers often aimed at products and marketing programs customized to their needs (Kotler, 2003). Social Class Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors. Almost each and every society has some structure of social group formation. Social classes are societys relatively stable and prepared division whose members share similar values, interests and behaviors. The British scale with six social classes is widely used, although all big countries have their own system. In these social classes social class is not determined by a single factor, such as income, but is calculated as an amalgamation of occupation, income, education, wealth and other variables(Kotler, 2003). 2.1.4 The buying decision process Companies have to research on consumer buying process to understand the answers of the questions about what, where and how of the consumers. But to learn it is not easy task and the answers lies with customers only. To take it out these answerers is a work of great deal. We will examine the stages that buyers pass through to reach a buying decision. We will use the model in Fig 3, which indicates the customer as passing through five stages: 1-need recognition, 2- information search, 3-evaluation of alternatives, 4-purchase decision and 5-post purchase behavior. It can be seen that the buying process starts long before actual purchase and continues long after (Kotler, 2003). This gives confidence the marketer to focus on the complete buying process rather than just the purchase decision. This model involves that customers pass through all five stages with all purchase. But in everyday purchases, customers often skip or reverse some of these stages. To illustrate this model, we return to Anna Flores and try to understand how she became interested in buying a camera and the stages she went through to make the final choice. Need Recognition This is the first stage of the buyer decision process in which the consumer recognizes a problem or need. The buying process starts with need recognition the buyer identify a problem or need. The buyer senses a difference between his or her actual state and some preferred condition. The need can be generate by internal stimuli when one of the persons usual needs hunger, thirst, and sex raises to a level high enough to become a drive. (Kotler, 2003). Information Search: The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply heightened attention or may go into active information search. A stimulate consumer may or may not search for more information. If the consumers drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the customer may simply store the need in memory or take on an information search related to the need. (Kotler, 2003). Evaluation of Alternatives: The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set is called alternatives evaluation. We have seen above that how the customer uses information to arrive at a set of final brand choices and how does the consumer choose among the alternative brands? It is necessary for marketers to know about alternative evaluation that is, how the consumer processes information to arrive at brand choices. Unluckily, customers do not use a simple and single assessment process in all buying circumstances (Kotler, 2003). Purchase Decision: The stage of the buyer decision process in which the consumer actually buys the product is called purchase decision. In the previous, evaluation stage, the consumer position brands and forms purchase intentions. Generally, the consumers purchase decision will be to buy the most preferred brand, but two factors come between the purchase intension and the purchase decision. The first factor is the approach of others. And Purchase intention is also influenced by unexpected situational factors. The consumer may form a purchase intention based on factors such as estimated family income, estimated price and estimated benefits from the product. The marketer must understand the factors that provoke approach of hazard in customers and must give information which support in buying decision and that will reduce the perceived risk. (Kotler, 2003). Post purchase Behavior This stage of the buyer decision, process in which customers take further action after purchase based on their satisfaction. The marketers work does not end when the product is purchased. After buying the product, the consumer will be satisfied or dissatisfied and will engage in post purchase behavior of interest to the marketer. What decide whether the purchaser is satisfied or dissatisfied with a purchase? The answer lies in the association of the consumers expectations and the products superficial performance. If the product falls dumpy of potential, the customer is disappointed, if it meets expectations, the consumer is satisfied; if it exceeds expectations, and the consumer is delighted and consumer deligtness is the necessity of the success in todays competition. Understanding the customers desires and buying process is the basis of successful marketing. By understanding how buyers go throughout need recognition, information search, and evaluation of alte rnatives, the purchase decision and post purchase behavior, the marketer can choose many evidence as to how to meet the buyers needs. By understanding the various participants in the buying process and the strongest influence on their purchasing behavior, the marketer can develop an effective programmed to bear an eye-catching offer to the target market. (Kotler, 2003). 2.2 Review of Literature This chapter gives inclusive idea about the characteristics of store layout and its impact on consumers purchasing pattern at convenience store. As suggested by Paulins and Geistfeld (2003), most convenience stores are poorly perceived with respect to in-store displays and external appearance. The outside store appearance affects consumersà ¢Ã¢â€š ¬Ã… ¸ choice of a store. Hence it is mandatory for stores to focus on their external appearance. It can influence the stores performance in terms of turnover. The objective of the literature review is not just survey of the information available but it is for the better understanding of the research. It can influence the research on many stage of its development and it can help researcher in determining the key factor which has impact on store layout. Factors which are affecting the stores turnover can be summaries as follows. 2. 2.1 Store Appearance and Image Half of the work can be done by just positive attitude which is true not for the human being but for the all the business. Same is applicable for the stores. It gives sustainable competitive advantage over the competitors. It gives idea about the positioning of the store. And for the positioning what strategy should be adopt by the retailers. It also helps in to differentiating the store (Birtwistle and Shearer, 2001). A desirable retail mix can influence the consumers and store appearance has played major role in retailing. The inspiring store image is desirable for the consumers (Devlin et al., 2003). Estelami and Bergstein (2006) are also of the same opinion that consumers typically form an overall impression of a retail store through various information processing mechanisms, such as advertising, viral marketing, or personal experience. The determinants of a good store layout are rare. There are six major dimensions that should be considered when determining a good store appearance, are as follow: Personal communication Guiding principle Physical manifestation Location Problem solving and The convenience of a store The physical appearance of a store has the greatest impact on the overall service quality, higher customer retention and higher future consumption, respectively (Siu and Cheung, 2001). Thang and Tan (2003) further state that characteristic of store image and exterior affect consumersà ¢Ã¢â€š ¬Ã… ¸ inclination for the stores. The motivations that pertain to store attributes include products, store ambiance, in-store service, convenience, status, endorsement, amenities and post-sales service. Consumers preference is based on their post-visit ranking of the stores. Hence, the quality of in-store services is likely to have a strong impact on consumers purchasing pattern and, if not liked or unsuited with the standards or the attitude required by the target consumers, might restrain appeal. Below is a diagram with mechanism of a good store appearance. As shown in Fig 4, the stimuli that pertain to store attributes include products, store atmosphere, in-store service, accessibility, reputation, promotion, facilities and transaction service. The A S-O-R Model of consumer retail purchase pattern emphases on the most important factors to succeed with store appearance and image. In becoming a customer oriented business, management needs to be well-known with all the elements of the model (Thang and Tan, 2003). Memery et al. (2005) Note that store appearance is obtained through practice only. 2.2.2 Store Traffic Flow and Crowd Density The store layout is the basis for procedure. Therefore, conducting a traffic flow analysis is a vital action to take when the object is to develop store performance. This instrument is helpful when development of a reorganization of the current collection. The analysis is also useful when the motive is to fine tune after a remodel. By ascertaining customers shopping behavior, a retailer can inspect the strengths and weaknesses of the layout. The analysis is simple to carry out and can be done on a huge or little scale, surrounding of the whole store or one department. The results will be clear and make decisions simple to arrive. The main goals of carry out a traffic flow analysis is to decide traditions to make shopping and managing the store in a simple way by using layout and merchandising techniques to develop sales, improve the stores exterior and make shopping more pleasurable (Quinn and Stewart, 2007). Shopping is one of the most exciting activities in life. As the taste and the preference of shoppers change constantly, retail facilities have evolved in response. It is universally accepted that in-store traffic flow plays an important role in the success of a retail facility (Hui et al., 2007). Dion (2004: 250) states that crowding is not simply a matter of density in a given space. Crowding appears to arise through the juxtaposition of density with certain social and personal circumstances which sensitize the individual to the potential constraints of limited space. The sensitivity of such limitation leads to a familiar inequality between the total of space required, or measured to be sufficient, by the person, and the total of space accessible to them. Emberson et al. (2006) are of the opinion that recent projects, such as professional consumer reaction, have raised the profile of in-store merchandising as a possible solution. Store group collection policies, stock organize; staffing levels and the amount of customer traffic were identified by merchandisers as affecting their activities. Cottet et al. (2006) strongly suggest that practical importance of shopping is basically obtained through simple admission to products or information. The useful value depends on the way of utilization and need, primary to the shopping behavior. 2.2.3 Products Display Merchandise display, according to Zentes et al. (2007), is a term repeatedly used in the circumstance of in-house marketing. It refers to the way products are accessible in a retail outlet. While this appearance has been used with a focus on merchandise display (e.g. the choice of fixtures to be used and the method of product presentation), it communicate on the whole store design, store layout and other aspect of the store environment. Two basic objectives of in-store marketing are: 1. To design the store for simple in-house direction; and 2. To construct a positive store ambiance. Attractive displays by retailers can lead consumer to let go the time and attempt required to go further to more distant stores. This technique advises that consumers shop at the stores where they can get maximum satisfaction, considering both retail characteristics and shopping expenses. Pleasant shopping atmosphere positively affects the shopping time and the money that customers spend in a store as well as the emotion of shopping (Kim and Jin, 2001). Sinha and Banerjee (2004) contend that convenient stores consumer append more significance to merchandise display. These shoppers prefer to visit those stores that have depth and width of products. The importance of relationship/comfort level with the retailer is stressed with regard to grocery stores. Fig 5 Framework for examining store preferences in an evolving market. Source: Sinha and Banerjee (2004). The above framework is tested and it demonstrates that the basic drivers of the store loyalty can be deriving in 3 groups. Risk Reducers Choice Enhancers Shopping Experience Enhancer. Products displays have significant effect on retailing where self service is applicable. The displaying strategy helps to the consumers and most of the time it result in to increase in the sales. And higher sales mean higher the profit. Merchandising consists of the following elements: Correct strategic placement in the store; Eye-catching and appealing display; Appropriate point of sale support media (e.g. labels, signs); and Legal requirements satisfied. The purpose of the best product display collection requires information about feature such as: 1. Market value of the place available for particular product and 2. Market assessment for sustainability of the available products. 2.2.4 Product Assortment Efficient merchandising approach can collect large plunder in todays marketplace. Effective category management is essential for retailing. It is difficult that stores improve their service by enabling consumers with the products they demanded. Adopting a more strategic approach to merchandising can collect big rewards by increasing sales, increasing step and ultimately increasing turnover (Clark, 2003). Halepete et al. (2005) recognized that, in the past, when competitors were not much strong, a store could object a broad range of consumers. But retailing trends indicate that it is becoming significant to make happy consumers needs. Assortment management is one of the significant factors in merchandising. For a business to attain consumer loyalty, the steps in the below diagram need to be followed. This model can be utilized by retail outlets managers to get an idea about different factors that should be considered while merchandising. Importance on the each factor should be given based on area of the store. Information received from this model can help in to increasing the sales. Normally customer doesnt like to go home with empty hand if their first choice product is not available or out of stock, consumers go for the substitution with in the same product category, but for different size, color or brand. In spite of enormous hard work of suppliers and retailers in the fast-moving-consumer-goods (FMCG) channel to adopt the efficient consumer response practices, lots of have not realized expected benefits. Traditional retailers are not able to give price benefits, collection verity to the consumers and it is difficult for them to fulfill the each and every customers need. Because of that customers normally switch over to the other retailers where they can get the satisfaction. Whereas convenience stores have advantage of the consumer centric assortment which improve their performance. Some loyal customers can make store profit making unit. It is possible that not all the categories they have are profit making but out of that one or two may be cover the profit of all the categories. Category management will boost consumer loyalty to the retailer and to the brand, since the plan consumer will be able to without any difficulty find their preferred brands at a fair price in one outlet duri ng each shopping experience (Dupre and Gruen, 2004). 2.2.5 Store Floor Space Floor space should be utilized in such a way that it make easier shopping experience and make possible easy communication between staff, staff and consumers. The core requirements are enough space to move around the store, ease of access from outside the store and clear navigation and displays. Stores can make their branding by this way and make it memorable window displays etc. utilizing better point of sale, personal touches to encourage customer loyalty, graphics, highlighting prices and age ranges in busy areas (Cowles, 2002). In the above figure it is shows a number of huddle have appeared on consumers psychological associations. Major, four leading motivational prototype emerged which include fr

Essay example --

The goal of this experiment is to figure out the order of reaction for hydrogen peroxide and potassium iodide, and to determine the energy of activation. To do this experiment each solution is changed to different concentrations for each trial of the experiment; changing the concentration of KI and H2O2, will give the order of reaction. After finishing the experiment it found that the order of reaction was, rate= k[H2O2]2[KI]1, and the average rate constant k, was 4.8Â ·10-5. From the first and final experiment with a change in temperature, it was found that the energy of activation was .0002228152. The final results were that potassium iodide was a catalyst for the reaction and that its parts were close to the same after the reaction was over. Introduction H2O2 or hydrogen peroxide is an oxidizing agent that is used in many places like in sewage plants to destroy bacteria, and also in peoples homes and daily life as a disinfectant. Hydrogen Peroxide is stable, but it will slowly decompose over a long period of time. When put on an open cut, hydrogen peroxide has a very fast decomposition and O2 is developed. Again the same thing happens when the catalyst KI is used with H2O2. Because O2 is released as a product in the decomposition, a pressure verses time graph can be used to see the change in pressure. The pressure will change linearly to time first, but then after the initial short lag phase of stable pressure is over the pressure will begin to increase with time. In this experiment it’s crucial to record the rate of reactions because the kinetic order of reaction can be determined based off the differing concentration rates. The rates from the experiments will be measured in kPa/s and have to be converted to M/s by calcu... ...aq) + I-(aq) → IO-(aq) + H2O(aq). The result of this reaction is water and gas pressure because of the decomposition of the H2O2 by KI. The rate law is Rate=k[H2O2]2[KI]1 Conclusion This experiment has taught me how a catalyst actually works. I didn’t know that there were steps in between a catalyst in the reaction that were all used, and then replaced so the reaction is the same when its used and when it started the reaction again. I now have a far better understanding of how a catalyst speeds up a reaction by decreasing the reaction caused by the activation energy. I learned that a specific catalysts might work better at certain temperatures, and they can be measured by the different temperatures for the first reactions and the final reaction. I also learned that by measuring the rate constant at different temperatures, I can find the activation energy.

Global Warming Essay -- Environmental Global Climate Change

Global Warming Global warming is an important factor because every one in the world but most importantly for me it will effect all of my relatives, as it is predicted that countries such as Bangladesh will be totally fooled due to global warming. Global warming interest me because the planet we live in is changing and the change that is happening will effect the way we live and how the future generations live. It has direct effects on the us and the relatives we have all over the, for ex This changes which will likely to alter the natural weather and climate patterns is largely because of human activities in the last century. Scientists believe that the Earth's surface temperature has risen by about 1 degree Fahrenheit in the past century. They also believe that most of the warming over the last 50 years is due to human activities. We have changed the amounts and the types of gases in the atmosphere. Gases such as carbon dioxide, methane, and nitrous oxide. What causes global warming? Green house effect. Gases such as Carbon dioxide are normally used to keep the earths at a temperature average level. Which is comfortable for us and the environment. How does the greenhouse effect work? As shown on the diagram the suns heat passe through the atmosphere, some of this heat is absorbed by the earth, and some of it is reflected back by the earth and the atmosphere. The heat that is released by the earth is also passed into the atmosphere, and some is reflected back into the earth and the surrounding gas. This keeps the planets temperature at a comfortable level, which allows plants, an... ...Ã… ¸ Buy energy-efficient appliances. Ã… ¸ Replace your light bulbs with compact fluorescent bulbs. Ã… ¸ Weatherise your home or apartment. Ã… ¸ Choose renewable energy. Ã… ¸ Plant more trees Ã… ¸ Change farming practices Ã… ¸ Political action What’s already being done? Ã… ¸ More efficient cars have been made, which release less pollution. For example most cars are fitted with catalytic converters. Ã… ¸ Cars can now use other forms of power, e.g. electricity, hydrogen and even cooking oil. Ã… ¸ Energy saving homes. Ã… ¸ Government laws stop big companies from producing too much pollution. Ã… ¸ Energy saving products introduced, e.g. fridges, cookers, and lights. Ã… ¸ More use of tidal, wind, solar and nuclear energy Ã… ¸ To stop people using cars more taxes. And people are advised to use public transport.

Marks and Spencer Strategy Insight :: Business Management Retail Consumerism Essays

Marks and Spencer Strategy Insight At the Marks & Spencer AGM, on the 11th July 2001, Luc Vandevelde, the Chairman and Chief Executive of Marks & Spencer, gave a key speech regarding the managements recovery plan for the company, which was launched earlier in the year. The speech and extracts from Marks & Spencer Press Releases, presented below, provide a valuable insight into the nature of strategic planning within large organisations, and the role of the Chairman and Chief Executive in this process. Extracts from the Speech 'Good morning. Welcome to the 2001 Annual General Meeting. I want to pick up exactly where we left off a year ago. In response to the very last question from the floor at the 2000 AGM, I made this statement: 'I am taking charge and I will create shareholder value in the future.' I'd like you to keep that statement in mind. In everything we have done or are planning to do for your Company, we share with you the common objective of increasing the value of your investment by returning Marks & Spencer to its rightful, leading position in the marketplace. As to 'taking charge,' at the last AGM I'd been with Marks & Spencer for less than five months - and I didn't take over as Chief Executive until two months after the AGM in September 2000. At that point, a little over six months in, I came to certain conclusions about the Company's strategy ... and it took six months because Marks & Spencer is a very unique and very complex company. My conclusion was that the recovery plan, then in place, was doing a lot of useful things ... getting us closer to our customers, improving our supply chain, and so on. But it still wasn't good enough to address the real problems of the Company which, as I've already admitted, were more serious than I realised when I first took up this post. The previous plan was like feeding a tree that was already overgrown and unhealthy. What it really needed was serious pruning back. It had unproductive limbs that were hampering its growth and a lot of its best characteristics were lost in the foliage. It became clear that for M&S to grow productively, we had to get back to its core strengths - to those fundamentals that underpinned its success in the past - and begin our recovery from there.' Putting together the right team

Kidulthood Essay

Kidulthood is a realist drama set in West London, made in 2006. It shows stereotype with teenagers and gender. Stand By Me is a film about four young teens going on a adventure to find a dead body. This film was made in 1986 but was based in 1959. The four boys lice in a small town in America. The youth and gender representation of kidulthood is that, it represents girls as being sex toys and that they need the opposite sex. A character which shows this is Becky (Alisa’s best friend). She always sells her body to men so that she can get stuff which shows that women are born to do these stuff. For instance in the film she gives an older man a blowjob for drugs. This evidence also shows that she is a sex toy for men. In conclusion Becky represents her gender as being lower than men because of her actions. Sam is the main antagonists in the film. He is represented as someone who everyone fears inside school and he always goes for someone who is less dominant. He represents his youth by showing that teenagers being a bad citizen around there area and people are not safe around them. My evidence is that he led to two murders in the film, one was Katie because of his demeanour towards her which led her to suicide and at the end of the film he hits Trife in the belly with a baseball bat. He represents his gender as boys being stronger and dominant than girls because he threatened his girlfriend with a baseball bat and he pulled Alisa’s her towards the end of the film. Overall he represents his youth and gender as boys nature is to be violent and have rough demeanour to girls and other people in his community. Jay is part of Trife’s crew and he often uses women in the film. Jay acts big during the film but is often described as someone who is all talk and no actions. This is shown in the film when he kisses Sam’s girlfriend and he tells her he is not scared of Sam. But when Sam confronts him, he let him take his Gameboy. Jay represents his youth as teenagers have early sex with each other and this was shown when he tried to seduce Claire at Sam’s house. Also him and his crew pushed Sam’s mum on the floor which shows that most teenagers don’t have respect for people. Also he represents his gender throughout the film by using women showing that boys can treat women however they like without their opinion. In conclusion Jay represents his youth and gender by showing that teenagers have lack of respect and boys can do whatever they want with girls. Chris from Stand by me is from a family who are criminals and alcoholics and most people stereotype about him due to his background. He represents his youth as twelve years old boy who smokes and uses a gun, also he uses foul language most of the time throughout the film. My evidence is that in the beginning of the film him and teddy smoke in the tree house at a young age and he stole a gun from his dad. Also he swore at one of the characters during the end of the film. In conclusion Chris represents his youth as young people always are a bad influence and most youth are always doing these activities not matter what age they are. Maybe for the fact that Chris was bought up in a criminal family could suggest his actions outside which could infer that the representation of youth depends on their surroundings. Also the fact that in Stand By Me they are going on a adventure to find a dead body indicates that they are clueless to be very excited and interested in a dead body, it also shows their innocence for the fact that they live in a small town where nothing really happens. In the kidulthood poster we see Sam with a baseball bat and standing up showing that he is one of the main villains of film because his position in the poster is more apart from the other characters suggests that everybody is scared of him and the baseball bat shows it. But in Stand By Me the prop is the gun held by Gordie but it does not show danger because he is wearing a cap and a backpack that could indicate that this was used for self defence, rather than the baseball bat in the Kidulthood poster because Sam is wearing a hoodie and his facial expression shows he is proud to have this baseball bat in his hand or in other hand to show this prop was made to harm people. The reason why we don’t get a impression that the gun in Stand By Me was made to harm is that the quotes on top of the poster shows their childhood and what they do in life which is talking about sweets and life. But it could also represent that they act much younger than their age to be talking about is really childish. Furthermore there was no girls in the film Stand By Me which could highlight that the female gender are much more responsible, mature and better gender than them because they would not get involved in dangerous activities like the four boys got into to. Becky however shows the total opposite of what Stand By Me infers, she represents her gender as male being the dominant sex because she used a man to get money. As you can notice in the Kidulthood poster that the characters have no emotions on their faces and the mid shot of the picture shows more of the background which is dark to emphasise that London is not a place you would want to stay in whereas the Stand By Me background is more bright and one of the characters are smiling. The position of Trife and Alisa show a more of a husband and wife pose to indicate their role during the film.

My Life and Statute of Frauds

My Life and Statute of Frauds In 1677, the English Parliament passed the Statute of Frauds. It is a state statute under which certain types of contracts must be in writing to be enforceable. The primary purpose of the Statute of Frauds is to ensure that there is reliable evidence of the contracts and terms, and it is to prevent the possibility of a nonexistent agreement between two parties being â€Å"proved† by perjury or Fraud. There are 5 categories to which the contracts must to fall within the Statute of Frauds, which are: 1. Contracts involving interests in land – The statute applies to any contract for an interest in real estate. . Contracts that cannot by their term be performed within one year – The statute applies only to contracts that are objectively impossible to perform within one year from the contract’s formation. 3. Collateral promises – The statute applies only to express contracts made between the guarantor and the creditor whose terms make the guarantor secondarily liable. 4. Promises made in consideration of marriage- The Statute applies to a unilateral promise to make a monetary payment or to give property in consideration of marriage. 5.Contracts for the sale of goods priced at $500 or more. As we have seen, having a written contract helps many people to reduce the risk from misleading whenever they enter into the contracts. For example, there was a scenario case that had happened to me, and it helps me to figure out the important role of the Statute of Frauds to my life. I still remember in October last year, when I was surfing the craigslist, I found an ads said that a room for shared with a cheap price, but the owner, Jason, stated that whoever rent his place had to pay money ahead of time.I then called him and rented place. About five months after the day of contract formation, he asked to move out because he wanted to sell his house. As a result, I left the place without getting back my money. That was piss me off because I couldn’t enforce the contract, and there aren’t any recipes to prove that I had paid to him. Now, I understand that a written contract is really important. Therefore, whenever I make a deal with other people, if it’s possible, I would make a written contract. It is a brilliant choice because it protects me from fraud in oral contracts