Marketing Plan for the Body Shop Essay

Concealer is very popular and its market growth stable because of concealer is very useful to cover the imperfection on the skin. The Body Shop’s Tea Tree Concealer, which launched in 2009, is this marketing plan’s character. Tea Tree Concealer is a handy portable stick to conceal blemishes which without over drying the skin. It also produce with organic tea tree oil. Tea tree oil’s ingredient renowned for its anti-bacterial benefits and an infusion perfect to help blemished skin. Based on the SWOT analysis of Tea Tree Concealer, it mentions that Tea Tree Concealer needs to be more popular and needs to uses the gender segmentation that to enlarge the market with the men’s market because the demand of men’s cosmetics market is increasing especially of the concealer. Therefore, the marketing objectives are to enhance the promotion of Tea Tree Concealer that can increase 5-10% sales in short term; and in long term, The Body Shop can develop a Men’s Tea Tree Concealer to satisfy men’s satisfaction of concealer that the concealer can take care about men’s face skin. For the marketing strategies, for short term, the body shop can use promotion tools, such as advertising in Facebook, beauty magazines and promote next to the MTR escalator. Also, the body shop can give general customers 5-10% off discount for buying Tea Tree Concealer. And the VIP can get one more discount after the new product has got 5-10% discount. Moreover, The Body Shop can give out the sample for people like and share the post on The Body Shop’s Facebook page, after that show it to the staff, then they can get one  sample; and The Body Shop can have corporation with Mannings and Watsons. If people consume above $150, they can get a sample of The Body Shop. For long term, The Body Shop can use marketing mix (Product, Price, Place and Promotion), to increase the sales of Tea Tree Concealer and to open up the men’s concealer market, a men’s product that calls â€Å"Men’s Tea Tree Concealer†. In product strategy, The Body Shop can put in money on Research & Development, to develop the â€Å"Men’s Tea Tree Concealer†. In pricing strategy, Market-Penetration pricing is the company choice on setting price because the tea tree collection of The Body Shop is famous in Hong Kong but the tea tree concealer is not familiar with the men. In promotion strategy, The Body Shop can set up a special counter in shops, which is the company promotional product. Some salesperson will promote the new product as men may feel shy to buy make-up product so set up a counter is every shop help the company to find some target. Also, the company will give out some sample if people click ‘like’ in Facebook fans page and to have video promotional campaign, people who have tried to use our product can join this competition. The users have to make a video about the feedback from using new tea tree concealer; the top 10 participants who obtained highest ‘like’ on their video clips can win $1500 cash. For the marketing budget, Statement of Comprehensive Income that it is for the Promotion of Tea Tree Concealer & Men’s Tea Tree Concealer, it shows that it will have a profit in the end of the promotion of Tea Tree Concealer and also have a profit in develop a Men’s Tea Tree Concealer. ————————————————- Contents | Page| 1. Introduction | 4| 2. Current Marketing Situation Analysis * Background Information * Current Market Analysis * Competitor Analysis| 5 – 9| 3. SWOT Analysis| 10 – 11| 4. Marketing Objectives * Short Term * Long Term| 12| 5. Marketing Strategies * Short Term(Advertisement, Discount, Sample, Sponsorship) * Long Term(Marketing mix : Product, Price, Place and Promotion)| 13 – 15| 6. Marketing Tactics * Short Term * Long Term| 16 – 17| 7. Marketing Budget| 18 – 19| 8. Conclusion| 20| 9. Bibliography| 21| 10. Appendices| 22 – 28| ————————————————- Introduction â€Å"Do you want to be more beautiful?† Without doubt, ladies want to show the most beautiful face to others; therefore, they use lots of cosmetics, such as concealer, face primer, eye primer, lipgloss and eyebrow pencil. A lot of people strongly believed that concealer is the most useful cosmetics than others, because concealer is very useful to cover the imperfection on the skin. It is an important character which it can give people a better appearance. Thus, we decided to have a marketing plan for the concealer. Moreover, organic issue is very popular that it started in the past few years, for example, organic food and the products must produce with organic materials. So, we decided that the concealer must produce with organic materials. Finally, The Body Shop’s Tea Tree Concealer, which launched in 2009, has been the character in this marketing plan because Tea Tree Concealer is a concealer which it produces with organic tea tree oil. Tea tree oil’s ingredient renowned for its anti-bacterial benefits and an infusion perfect to help blemished skin The Body Shop uses the gender segmentation that the consumer market is mainly women. We can know from the lots of products collections are mainly decided for female, for instance, Vineyard Peach, Extra Virgin Minerals etc. Although cosmetics’ consumer market is mainly women, the demand of men’s cosmetics market is increasing especially of the concealer. This is because men need a better appearance that it is good for their work and interpersonal relationship. Therefore, The Body Shop needs to enlarge the market with the men’s market. Not only the women market is important, but also the men market. This marketing plan suggests some marketing strategies, which uses marketing mix (Product, Price, Place and Promotion), to increase the sales of Tea Tree Concealer and to open up the men’s concealer market, a men’s product that calls â€Å"Men’s Tea Tree Concealer†. For increasing sales of Tea Tree Concealer, we can mainly use promotion tools, such as advertising; and promotion mix strategies, such as push strategy and pull strategy. For open up the men’s concealer market, we can use product strategy, price strategy, place strategy and promotion strategy, to promote the new product, â€Å"Men’s Tea Tree Concealer†. The marketing plan for Tea Tree Concealer is presented as follow. ————————————————- Current Marketing Situation Analysis Background Information * L’Orà ©al – Company Overview The L’Orà ©al Group is the world’s largest cosmetics and beauty company. Over 500 brands and many thousands of individual products such as hair color, permanents, hair styling, body and skin care, cleansers, makeup and fragrances five worldwide research and development centers. There are two in France and one in the U.S, Japan and China. On 17 March 2006, L’Orà ©al purchased cosmetics company The Body Shop for  £652 million. Their slogan is â€Å"Because we’re worth it too† and the Head office is in the Centre Eugà ¨ne Schueller in Clichy, Hauts-de-Seine, near Paris. In 2003, L’Orà ©al announced its 19th consecutive year of double-digit growth. In 2007, L’Orà ©al was ranked 353 in the Fortune Global 500. The targeted markets of L’Orà ©al are mass, professional, luxury, and active cosmetics markets.They own interests in various activities such as fine chemicals, health, finance, design, advertising, insurance. * The Body Shop – Company Overview The Body Shop International plc, a part of the L’Orà ©al family, which specialized in producing beauty and cosmetics products. It is founded in the UK in 1976 by Dame Anita Roddick. There are more than 2,400 stores in 61 countries including Thailand, Australia and America. â€Å"The business of business should not just be about money, it should be about responsibility. It should be about public good, not private greed.’’ –said Dame Anita Roddick, founder of The Body Shop. The Body Shop creates a non-animal-testing and a fair trading company image. Every product is animal cruelty free and it is the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for its Against Animal Testing policy. The Body Shop believes in fair trade, had set up own fair trade programme, called Community Trade. Community Trade works over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures. The Body Shop has five core values, which are Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem and Protect Our Planet. Current Market Analysis * L’Orà ©al / The Body Shop In this section, we will divide into three parts related to market analyses. Frist, the market share of the L’Oreal in the world as The Body Shop is under this brand. Second, the market share of The Body Shop in the world and Hong Kong. Third, explain the target group and their needs of The Body Shop. First, the L’Oreal is a worldwide brand which its shops located in 130 countries. The largest market of the L’Oreal is Asia, Pacific, followed by Western Europe and Northern America, which means Asia has a very high potential to keep increasing. From the graph next to, Asia, Pacific share nearly one-third of the worldwide cosmetic market. Also, from the expectation of Euromonitor, the market share in Asia Pacific will be changed in 2013, the share of China will increase from 22% to 28 % Breakdown of the worldwide cosmetics market Breakdown of the worldwide cosmetics market Moreover, due to the improvement of the technology and increase in quality of life, more and more cosmetic products appear in the market, causing keen competition. In 2011, the L’Oreal is act as leading role in the world, which is 20% of sales more than the other. Second, The Body Shop promotes using organic material and adopting community fair trade, that’s suit the taste of people in the world which have a higher standard of environmental friendly. As the result, The Body Shop has become one of the top 20 cosmetic brands of the world in 2011. Furthermore, compare the sales in the past two years of The Body Shop, the sale increased from 2010 to 2011 in Western Europe and the New Market. The New Market refers to Asia, Pacific Area, for example, China and Middle East. Although we cannot judge that the market share has increased, we can compare the proportion of sales by geographic. The New Market increased 1.4% form 46.9% in 2010 to 48.3% in 2011. This means The New Market has become more important to The Body Shop. The Body Shop uses the gender segmentation that the consumer market is mainly women. We can know from the product collections of Vineyard Peach, Extra Virgin Minerals etc. These products are mainly decided for female, as skin  in different between female and male. Also, the Body Shop promotes using organic materials to make their products. Citizens improve their sense of environment, so the reasons for citizens to choose their cosmetic products not only force on the quality of the product but the level of environment friendly of the product. Furthermore, The Body Shop buys the raw materials under a fair trade system which they have fulfilled their social responsibility, the farmer can earn more compare to other products which do not adapt fair trade. Customers will consider this point as their decision criterion. Lastly, ‘there is only one way to beautiful, nature’s way.’ This slogan is very impressive for nowadays customers. It’s because there is a lot o f news or report point out that chemical has been put into cosmetic products. Also, as the quality of life increased, customers are willing to spend more money to buy nature products. * Concealer Market Concealer is very popular and its market growth stable because of concealer is very useful to cover the imperfection on the skin. It is an important character that it can give people a better appearance. This product is mainly used by women, but use among men is increasing. The concealer is a type of makeup used to cover under-eye circles, pimples and other small blemishes visible on the skin.The concealer also can cover redness and even body flaws such as birthmarks, scars and vitiligo. The market of concealer has intense competition, for instance, The Body Shop(Product name: Tea Tree Concealer), Bobbi Brown(Product name: Creamy Concealer), Cle de Peau Beaute(Product Name: Concealer), Beauty Tech(Product Name: Ice-cream Concealer ), MAC(Product Name: Select Cover Up), Shu Uemura(Product Name: Point Cealer) etc. Also, some of the concealer is especially for a part of skin: for example, whole face, under-eye circles, pimples. * Product Review – Tea Tree Concealer (The Body Shop) We are focus on The Body Shop’s Tea Tree Concealer, which launched in 2009. Tea Tree Concealer is a handy portable stick to conceal blemishes which without over drying the skin. It also produce with organic tea tree oil. Tea tree oil’s ingredient renowned for its anti-bacterial benefits and an infusion perfect to help blemished skin. Also, it traditionally used to promote healthy-looking skin and has fantastic skin moisturising properties. It costs HK$139 / 4.5g (2012’s price). Competitor Analysis * Jurlique Jurlique has spent 25 years to explore the organic and biodynamic ingredients and our unique Bio inherent â„ ¢ process to create the purest, most powerful skin care. From biodynamic farms in South Australia, the leading natural innovation, we have to unlock the potential of the combination of nature and science to create an effective product is beautiful. Just means you healthy, beautiful skin. The Jurlique farm: Their factory on the farm lived a pampered life. Jurlique’s founders searched the world’s richest, most clean on Earth, to build our farm. They found that, in Adelaide (Adelaide Hills). Today, this pristine environment is a wide variety of plants, herbs and flowers, and provides the natural forces Jurlique high performance mixed. As the only Australian beauty brand, our own certified biodynamic farm (NASAA, the National Association of Sustainable Agriculture, Australia certification), we can prove the purity of our harvest. We follow strict organic and biodynamic farming principles, in order to achieve our recognition. In order to maintain a perfect nature, we tend to pick the crop of hand-sorted. The nature of the work and do not oppose it, and we strive to create a richer soil, which means healthy plants, extract and more effective products. So this is a natural process, better farming more beautiful skin. Benefits: It is a natural skin tones covering cream, in order to help to reduce the appearance of defects. Also, it can help balance oily skin surface sebum moderate and can help protect environmental aggressors. Ingredients: The witch hazel extract objects and tea tree oil help to gently clean and moderate sebum in the skin surface. The marigolds and self-healing extract offers comfortable performance and help rebalance the sensitivity. Aloe extract and glycerin strongly hydrate, and helps to soften the skin. Grapefruit seed extract contains antioxidant properties and helps protect the skin against environmental damage. * Oriflame Oriflame was founded in Sweden in 1967 by Hanlin brothers, has become an international market in more than 60 countries around the world. Cosmetics direct selling company. Oriflame has a wide variety of innovative product lines, Sweden, natural beauty products â€Å"by 360 Million independent sales consultants are sold worldwide, and has created more than 1.5 billion euros a year in sales. It is natural beauty products from Sweden. Oriflame offers industry-leading career opportunities, and help people to earn income from the first day of added while moving. The goal of the current personal dreams and ambitions, this is our unique the career concept – â€Å"the creation of wealth today, tomorrow achievements Dream.† Respect for people and nature, become the basis of the company’s operating Philosophy, and is reflected in the company’s social and environmental policies. Oriflame co-founder of the World Children’s Fund, and contributions to numerous global philanthropy projects. Oriflame is a listed companies, the stock is listed on the NASDAQ OMX Nordic Exchange. ————————————————- SWOT Analysis We are focus on The Body Shop’s Tea Tree Concealer, which launched in 2009. We use the SWOT Analysis to analyse Tea Tree Concealer’s Strengths, Weaknesses, Opportunities and Threats. Strengths The Body Shop International plc is a part of the L’Orà ©al Corporate group. L’Orà ©al Corporate has a lot of capital, it can support The Body Shop International plc’s finance and it can have some large scale promotional campaign without consider financial problem. Also, the L’Orà ©al Corporate is the largest cosmetics and beauty company in the world. It is famous, so, The Body Shop International plc can use the L’Orà ©al Corporate’s brand name to have some promotion and it will be more effectively. Furthermore, the Body Shop International plc has a positive reputation and image because of their non-animal-testing and fair trading company image. It can attract some customers, who support non-animal-testing and fair trading, to buy the products. For the Tea Tree Concealer part, one of its strengths is that it is a handy portable stick. This is because customers can easily bring it goes out and leave in somewhere easily. After use the Tea Tree Concealer, it will be without over drying the skin and it is good for our skin too. Moreover, the Tea Tree Concealer is made of organic tea tree oil, which is not only an infusion perfect to help blemished skin, but it can also attract customers, who support using organic raw material, to buy it. Weaknesses The Tea Tree Concealer only has one color tone, it is not suitable for every because different people have different skin color. It only has one color tone that it can satisfy a little part of customers but not lots of customers. Without doubt, everyone has different skin, such as dry skin, oily skin, combination skin, normal skin and sensitive skin. The Tea Tree Concealer only has one type and it also cannot satisfy lots of people, only a little part of customers can use it. Also, as we all know, The Body Shop International plc is founded in the UK in 1976 by Dame Anita Roddick. It is a western company and their products might be more suitable for foreign people. Therefore, the Tea Tree Concealer may not be suitable for Asian. It cannot satisfy more people. Opportunities First of all, many existing cosmetics and skin-care products were tested on animals before they promote to the market in order to make sure the usage of them will not harm human bodies. However, The Body Shop against animals testing, every one of the products is animal cruelty free and vegetarian, which means we do not destroy the habitat of the animals and us. As a result, this is an opportunity of us to promote our product with this special characteristic. The second one is that the product have not taken care the men’s market. The skins of men and women are not the same, so do the needs of them. If we still only focus on the women’s market, our sales would only stay in the same level, so we should not only focus on the women’s needs but also the men’s to enlarge the market. As a result, this becomes one of the opportunities for the company to expand the men’s market and to increase sales volume. Third, the Body Shop is supporting Community Fair Trade, for example in Kenya. Most of the products contain Community Trade ingredients. This can attract customers who are also supporting Community Fair Trade. The body shop is also defending human rights, in order to treat all people in a fair and open fashion, to respect and value their integrity. Last, we are seeking and sustaining natural materials, and using planet’s resources wisely. These are the ways how we approach our environmental target, protect our planet. Threats The competition from competitors such as Jurlique’s natural skin tones covering cream who are also at the same level is keen. They are also providing same type of products and which are inexpensive to attract our same target groups. As a result, we have to consider about what are our vantages and extent them to get more awareness. Furthermore, the brand image of The Body Shop has become old, and is it not that attractive to the new young customers. So there is a need for The Body Shop to rebuild the image into fashion and vitality. ————————————————- Marketing Objectives Our marketing objective has two parts, one is short term and other one is long term. We will explain as follow. Short Term Based on the SWOT analysis of Tea Tree Concealer, it mentions that Tea Tree Concealer needs to be more popular. Therefore, the marketing objective is to enhance the promotion of Tea Tree Concealer that can increase 5-10% sales in short term. It means that we will increase 5-10% sales of Tea Tree Concealer in 5 months. Long Term As for the long term objectives of The Body Shop, it mainly has two steps want to achieve. 1. Develop a new tea tree concealer for men From different researches in the market, we know that the make-up market for men is now expanding; more men are more focus on their appearance for different perspectives. Therefore, The Body Shop should invent a new tea tree concealer for men only, which can focus on the needs of men, such as promotes healing of acne, keeps your skin elastic and improves appearance of wrinkles and fine lines. As a result, the company would like our research and development department can invent a men concealer within nine months’ time. 2. Sale 10000 concealer within six months The company aims at maximizing the profit of the company. If The Body Shop promotes the new product, â€Å"Men’s Tea Tree Concealer†, its focus on the needs of men, so The Body Shop can increase its profit as it promotes a new men product. The company will have a questionnaire in the future so that we can know more about our market, for example, setting our target group, the price that people can accept, which promotion strategies is the best for our market. As a result, we would like to sell 10,000 pieces of concealer within six months’ time, which is a measurable objective. ————————————————- Marketing Strategies Short term To mention the short term objective of the Body Shop, we mainly want to attract some new customers by the new products. On the other hand, we also need to make the original customers continues to consume on our brand. And thus, we have discussed four mainly short term strategy to achieve our aim. 1. Advertisement The Body Shop can have three major ways to show our advertisement. The first one is Facebook. Nowadays, Facebook is a popular website to let people share their feelings and photos. And Facebook in Hong Kong is also necessary to people. Thus, do promotion on Facebook is an effective way to make more people know our new products. The second one is magazines. Magazines major target is office workers and the teenagers, and this target group is same as our products. Therefore, promotion on the magazines one big page can easy to let our targets know our new products. And the third one is promote next to the MTR escalator. MTR has many streams of people every day. And it is free when the people are standing on the escalator. So, display on the escalator advertisement board is also easy to let people know our promotion. 2. Discount For the general customers, The Body Shop can give them 5-10% off discount. And the VIP can get one more discount after the new product has got 5-10% discount. It will be effective that the cheaper price can make the people try it and also it can conveniently to attract more people being The Body Shop VIP. 3. Sample The Body Shop can give out the sample more effectiveness. If we just commonly give out the sample on the street will wreck the value of product. And thus, we have planned to ask people like and share the post on Facebook, after that show it to the staff, then they can get one sample. This method can let people try our new product and also indirectly help our brand having a promotion simultaneously. 4. Sponsorship We try to have corporation with Mannings and Watsons. If people consume above $150, they can get a sample of Body Shop. Sponsorship can provides a great means of broadening our competitive edge by improving our company’s image prestige and credibility by supporting events that your target market finds attractive. Long term For the long term plan for the Body Shop, the company purposes one and half year plan, which help the Body Shop to achieve the goals on developing a new tea tree concealer for men and increase the sale for product. The company will divide the plan into 4Ps. Product: As we all know, the make-up market for men is now expending so the Body Shop should grab this golden opportunity to develop a new tea tree concealer for men only. The skin is different between men and women, the company should focus on the needs of the men’s skin purpose. The company target group is based on beneficial segmentation because our product is only for men who have acnes on their faces. Although we all know that the cost for Research & Development is very high, the company think that people will also come and buy our product. Recently the company has done a survey on the Body Shop and its products. The interviewees thought the Body Shop is popularization, people are able to afford the price range. Therefore, we think put in money on R & D, later on, the Body Shop not only can earn the profit, also earn the advertisement benefit as they not only care about women but also men. Price: Market-Penetration pricing is the company choice on setting price. The tea tree collection of the Body Shop is famous in Hong Kong but the tea tree concealer is not familiar with the men. Therefore, we decide that when the product first enters to the market, the company will set a relatively low price so that it can attract more customers and get feedback from the public. People will consider buying our product because of low price, after they have used, they can re-buy the company’s product. Moreover, in market there is just a little amount of concealer that is only men, our product must keep a competition with other products because if the price set very low from the average, other competitors will also set a very low price, this cannot help the company to maximize the profit, it will greater the loss. If we set a high price, people are not willing to buy the company product as there are other concealers available in the market. The company set a price on $159 per new tree concealer for men which is a reasonable price. Place: In order to let more people to know more about the new tea tree concealer for men, the company will set up a special counter in shops, which is the company promotional product. Some salesperson will promote the new product as men may feel shy to buy make-up product so set up a counter is every shop help the company to find some target. Promotion: First, the company will give out some sample if people click ‘like’ in Facebook fans page, with the advance of technology and the common of using smart phone, people are more easy to obtain different information online, so Facebook is an efficient channel to promote the new tea tree concealer. The  company will maximum given out 10000 sample tea tree concealer. Second, the company decides to have video promotional campaign, people who have tried to use our product can join this competition. The users have to make a video about the feedback from using new tea tree concealer; the top 10 participants who obtained highest ‘like’ on their video clips can win $1500 cash. In this way, we enjoy a promotional advantage as participants will share their video clip for one another so that more people will know about our product. Also, the participants can show a positive experience for the public, the public can see the positive sides of using the new tea tree concealer. ————————————————- Marketing Tactics The short term and long term’s action plan is presented as follow. It shows the different strategies use in different time. Short term Magazine Promotion Facebook Promotion Sample Sponsorship MTR Advertisement Discount 1st month 2nd month 3rd month 4th month 5th month Magazine Promotion Facebook Promotion Sample Sponsorship MTR Advertisement Discount 1st month 2nd month 3rd month 4th month 5th month Long term Research and Development of New Product Review Video Promotional Campaign Facebook Promotion Sample 1st 9th 10th 11th 12th 13th 14th 15th 16th 17th 18th Months Research and Development of New Product Review Video Promotional Campaign Facebook Promotion Sample 1st 9th 10th 11th 12th 13th 14th 15th 16th 17th 18th Months ————————————————- Marketing Budget | THE BODY SHOP| | | Statement of Comprehensive Income| | | (for the Promotion of Tea Tree Concealer & Men’s Tea Tree Concealer )| | | | | | | | | | | | | | | | | | Short Term (5 months)*| | Long Term (18 months)*| | | | | | Note| | HK$| | HK$| | | Sales| | | 1| | 4,170,000| | 1,590,000| | | Less: Cost of Goods sold| 2| | 1,876,500| | 715,500| | | Gross Profit| | | | 2,293,500| | 874,500| | | | | | | | | | | | | Expenses| | | | | | | | | | Advertising Expenses| | 3| | (520,000)| | -| | | Samples Expenses| | 4| | (646,350)| | (238,500)| | | Research and Development Expenses| 5| | -| | (400,000)| | | Promotional Booth| | 6| | -| | (29,500)| | | Video Promotional Campaign| 7| | -| | (15,000)| | | | | | | | (1,166,350)| | (683,000)| | | | | | | | | | | | | Net Profit| | | | | 1,127,150| | 191,500| | | | | | | | | | | | Statement of Comprehensive Income *Before having promotion, the sales is HK$ 3,750,000 in 5 months. **Long term’s sales period is 6 months. Note: 1. Sales: * Short term: HK$ 139 x 30,000 = HK$ 4,170,000 Sold 200 pieces of concealers a day; sold 30,000 pieces of concealers in 5 months. * Long term: HK$ 159 x 10,000 = HK$ 1,590,000 Sold 10,000 pieces of concealers in a half year. 2. Cost of Goods sold: According to Prudence concept, the cost of concealer is 45% of the price. * Short term: HK$ 4,170,000 x 45% = HK$ 1,876,500 * Long term: HK$ 1,590,000 x 45% = HK$ 715,500 3. Advertising Expenses: HK$ 1 x 500,000 + HK$ 20,000 = HK$ 520,000 $1 /page in magazine; 50 magazines; MTR Advertising Expenses HK$ 20,000/month. 4. Samples Expenses: The sample size will be the 1/3 of the original size, the cost of the sample also be the 1/3 of the original cost. * Short term: HK$ 20.85 x 31,000 = HK$ 646,350 Each sample costs HK$ 20.85 (HK$ 139 x 45% x 1/3); 31,000 pieces of sample. * Long term: HK$ 23.85 x 10,000 = HK$ 238,500 Each sample costs HK$ 23.85 (HK$ 159 x 45% x 1/3); 10,000 pieces of sample. 5. Research and Development Expenses: These expenses include research information’s cost and develop the Men’s Tea Tree Concealer’s cost. Around cost HK$ 400,000. 6. Promotional Booth: HK$ 500 x 59 = HK$ 29,500 Each store has a promotional Booth; It costs around HK$ 500 for each. The Body Shop has 49 stores in Hong Kong. And it has 10 booths as spare. 7. Video Promotional Campaign: HK$ 1,500 x 10 = HK$ 15,000 Each winner has $1500 cash. There are 10 winners in total. ————————————————- ————————————————- Conclusion In conclusion, based on the SWOT analysis of Tea Tree Concealer, it mentions that Tea Tree Concealer needs to be more popular and needs to uses the gender segmentation that to enlarge the market with the men’s market because the demand of men’s cosmetics market is increasing especially of the concealer. Therefore, the marketing objectives are to enhance the promotion of Tea Tree Concealer that can increase 5-10% sales in short term; and in long term, The Body Shop can develop a Men’s Tea Tree Concealer to satisfy  men’s satisfaction of concealer that the concealer can take care about men’s face skin. For the marketing strategies, for short term, the body shop can use promotion tools, such as advertising in Facebook, beauty magazines and promote next to the MTR escalator. Also, the body shop can give general customers 5-10% off discount for buying Tea Tree Concealer. And the VIP can get one more discount after the new product has got 5-10% discount. Moreover, The Body Shop can give out the sample for people like and share the post on The Body Shop’s Facebook page, after that show it to the staff, then they can get one sample; and The Body Shop can have corporation with Mannings and Watsons. If people consume above $150, they can get a sample of The Body Shop. For long term, The Body Shop can uses marketing mix (Product, Price, Place and Promotion), to increase the sales of Tea Tree Concealer and to open up the men’s concealer market, a men’s product that calls â€Å"Men’s Tea Tree Concealer†. In product strategy, The Body Shop can put in money on Research & Development, to develop the â€Å"Men’s Tea Tree Concealer†. In pricing strategy, Market-Penetration pricing is the company choice on setting price because the tea tree collection of The Body Shop is famous in Hong Kong but the tea tree concealer is not familiar with the men. In promotion strategy, The Body Shop can set up a special counter in shops, which is the company promotional product. Some salesperson will promote the new product as men may feel shy to buy make-up product so set up a counter is every shop help the company to find some target. Also, the company will give out some sample if people click ‘like’ in Facebook fans page and to have video promotional campaign, people who have tried to use our product can join this competition. The users have to make a video about the feedback from using new tea tree concealer; the top 10 participants who obtained highest ‘like’ on their video clips can win $1500 cash. For the marketing budget, Statement of Comprehensive Income that it is for the Promotion of Tea Tree Concealer & Men’s Tea Tree Concealer, it shows that it will have a profit in the end of the promotion of Tea Tree Concealer and also have a profit in develop a Men’s Tea Tree Concealer. ————————————————- Bibliography * The Body Shop (seen on 20th September 2012) http://www.thebodyshop.com.hk/tc/index.aspx * The Body Shop – Wikipedia, the free encyclopedia (seen on 20th September 2012) http://en.wikipedia.org/wiki/The_Bodyshop * L’Orà ©al (seen on 20th September 2012) http://www.loreal.com/_en/_ww/index.aspx * L’Orà ©al – Wikipedia, the free encyclopedia (seen on 20th September 2012) http://en.wikipedia.org/wiki/Loreal_Kids * Oriflame (seen on 8th November 2012) http://gb.oriflame.com/ * Oriflame – Wikipedia, the free encyclopedia (seen on 8th November 2012) http://en.wikipedia.org/wiki/Oriflame * Jurlique (seen on 8th November 2012) http://www.jurlique.com/ * Skin Care – Jurlique – Hong Kong (seen on 8th November 2012) http://www.jurlique.hk/catalog/main.php?cPath=1 ————————————————- ————————————————- Appendices 1. Sample of the Questionnaire Questionnaire on The Body Shop’s Tea Tree Concealer| Hello, we are students of the Hong Kong Institute of Vocational Education (Morrison Hill), we are conducting a project of Marketing, and is currently conducting a survey about The Body Shop Tea Tree Concealer. All of the information you provide in this questionnaire will not be used for commercial purposes, and destroyed at the end of the project-based learning. 1. What is your personal feeling or opinion towards â€Å"The Body Shop†? (1 is very bad while 5 is very good) Ã¥  £ 1 Ã¥  £ 2 Ã¥  £ 3 Ã¥  £ 4 Ã¥  £ 5 2. Which of the following vocabularies is/are to describe â€Å"The Body Shop†? (Can choose more than 1 answers) Ã¥  £ popularization Ã¥  £ with enterprise conscience Ã¥  £ expensive products Ã¥  £ good quality of products Ã¥  £ poor quality of products Ã¥  £ othersï ¼Å¡_______________ 3. Have you ever seen the tea tree concealer of The Body Shop? Ã¥  £ Yes ( go to question 4) Ã¥  £ No (go to question 5) 4. Have you ever bought this tea tree concealer before? Ã¥  £ Yes ( go to question 6) Ã¥  £ No (go to question 7) 5. As our product helps to protect from anti-bacterial and it is an infusion perfect to help blemished skin. Moreover, it promotes healthy-looking skin and has fantastic skin moisturizing properties. The size of the tea tree concealer is 4.5g which cost $139. After knowing the benefit out product, will you consider to buy it? Ã¥  £ Yes ( go to question 6) Ã¥  £ No (go to question 7) 6. Why will you choose to buy or consider our product? (Can choose more than 1 answers) (can choose more than 1 choice) Ã¥  £ Price consideration Ã¥  £ functions Ã¥  £ coupons Ã¥  £ influence by media Ã¥  £ functions of other brand’s products Ã¥  £ Others:_______________ 7. Why won’t you choose to buy or consider our product? (Can choose more than 1 answer) (can choose more than 1 choice) Ã¥  £ Price consideration Ã¥  £ functions Ã¥  £ Personal feeling Ã¥  £ I don’t do any make-up Ã¥  £ functions of other brand’s products Ã¥  £ Others:_______________ 8. What ways can attract you to buy our product? (Can choose more than 1 answer) (can choose more than 1 choice) Ã¥  £ Advertisement Ã¥  £ Discount / coupon Ã¥  £ Sample Ã¥  £ Gift / Present Ã¥  £ Others:_______________ 9. What is you gender? Ã¥  £ Female Ã¥  £ Male 10. What is your age group? Ã¥  £ 18 or below Ã¥  £ 19-25 Ã¥  £ 26-32 Ã¥  £ 33-39 Ã¥  £ 40 or above 11. What is you occupation? Ã¥  £ Banking / Finance Ã¥  £ Engineering Ã¥  £ Building / Construction Ã¥  £ Hotel / Tourism Ã¥  £ Education Ã¥  £ Retailing Ã¥  £ Beauty Care Ã¥  £ Others:_______________ ~ Thank You!! ~| The company has made an online questionnaire which is relate to this topic, as Cantonese is a common language in Hong Kong so the company decided to upload a Cantonese version to the public. The link is as follow: https://docs.google.com/spreadsheet/viewform?pli=1&formkey=dGNfd3ppOXNxc3JTVUVZMUdtdFVIS3c6MQ#gid=0 2. Result of the Survey 1. What is your personal feeling or opinion towards â€Å"The Body Shop†? (1 is very bad while 5 is very good) Before the company asks questions about the concealer, some background information about the brand name is needed. This question ask the interviewees to give marks on The Body Shop, the average marks is 3.83, nearly 70% of interviewees give more than the average marks so the Body Shop have a positive image in public. 2. Which of the following vocabularies is/are to describe â€Å"The Body Shop†? (Can choose more than 1 answers) As mentioned above, the Body Shop has a positive image so the company would like to know more about the opinions from the public. More than 80% of interviewees responded that the Body Shop is popular is Hong Kong, there are lots of shops in different parts. 32% and 52% of interviewees think the Body Shop run its business with enterprise conscience and the product quality is high respectively. However, 11% and 4% of interviewees have negative image on the Body Shop, they think the products are quite expensive and the quality is not really good. Therefore, we may consider the price while setting for the new tea tree concealer for men. 3. Have you ever seen the tea tree concealer of The Body Shop? The company should have some evaluation meeting on the promotion strategy on tea tree concealer as the nearly 60% of them have never seen the tea tree concealer before which cannot help the company to increase sales. Only 40% have ever seen the concealer before, this reflects the promotion is not strong enough. 4. Have you ever bought this tea tree concealer before? There are totally 59 interviewees responded that they have seen tea tree concealer before but only 40 of them which is nearly 70% have bought before, this seems to be a huge number. However, overall speaking, for all the interviewees, there are only 29% of them bought it. This is not a good situation because only few amounts of people have bought before. 5. As our product helps to protect from anti-bacterial and it is an infusion perfect to help blemished skin. Moreover, it promotes healthy-looking skin and has fantastic skin moisturizing properties. The size of the tea tree concealer is 4.5g which cost $139. After knowing the benefit out product, will you consider to buy it? For another 79 interviewees, 50 of them will consider to buy tea tree concealer, which is 63%. This means there is higher potential for our market to expand. It’s because the public don’t know about the advantages of the tea tree product. From this question, we know that our promotion is not strong enough so we have to improve in future. Also, people may consider about the benefit of the product which is an important element for customers to choose. 6. Why will you choose to buy or consider our product? (Can choose more than 1 answers) For this question, the number of interviewees have to answer is 90, this question aim to find the reason for customer to consider buying our product. 77of the interviewees think that the functions and benefits is very important, 74 of them think the price is reasonable to afford, this means people are consider about the quality and price. Moreover, affected by the other competitors and brands, people will choose to buy the tea tree concealer from the Body Shop. So when the company decides to develop the new tea tree concealer for men, some specific function should be added on in order to attract more people to buy. 7. Why won’t you choose to buy or consider our product? (Can choose more than 1 answer) For this question, the number of interviewees have to answer this question is 48. 25 of them responded they don’t make –up so this group of people is not the company target. 27 of them think the price is relatively high which is a disadvantage, also there have to face the competition from other brands, so people will affect by other company. 8. What ways can attract you to buy our product? (Can choose more than 1 answer) (can choose more than 1 choice) In order to set the company promotional strategy, this question ask about which ways can attract people to buy the tea tree concealer. 85% of them think discounts and coupons are very attractive for them to buy. Moreover, give out samples is also a good way to promote the tea tree concealer. 92 of the interviewees think that gift is quite attractive as they can try to us our product. If the feedback is good, they will re-buy the company’s product. 9. What is you gender? For this questionnaire, there are 87 males and 51 females have answered our questionnaire. 10. What is your age group? Nearly half of the interviewees belong to age between 19 and 25 and 30% are belong to age between 26 and 32. 11. What is you occupation? 33% of the interviewees are students who don’t have enough buying power which may affect our result a little bit. Moreover, the remaining interviewees are

Tok Presentation

Why did we choose this topic? We think that knowing the past is an important thing – to understand what is happening and to prevent the â€Å"same† mistakes from the past. However, there is a slight problem in our knowledge of past. And that’s why we asked this question: †¦.. Real-life situation You might be thinking†¦why did they choose this topic? Isn’t it obvious that what we know really happened? Are they trying to show us some stupid conspiracy theories or what? So here comes the real life situation. It is no made-up situation because, unfortunately, it happened to me recently. I was reading sources for my EE. The second source I read basically overthrew/contradicted my whole research question. I am writing about a ruler in medieval Japan who brought peace which lasted 250 years and how he accomplished this peace. As I read the second source, it stated that the one that actually established the peace was not this ruler, but the one before him. With this newfound information my whole EE practically fell apart. So, I had two contradictory sources and a load of questions: How it could be possible for such a contradicting sources to exist? And how do we know which one is true and which one isn’t? Sources Okay, now let’s get back to our knowledge of past. Where do we get it from? Well, there are different sources that together help us gather our historical knowledge. We can categorize them into two groups: primary and secondary. Well, I hope you all know what primary and secondary sources are, but if you don’t let me say it really briefly. Primary sources are those that were created by people who witnessed the events that are under study and secondary are sources, which are build upon (analyze and interpret) primary ones. Now, let’s try to make a list of the sources so that we can demonstrate how some of them can become unreliable. PrimarySecondary Diaries Journal/magazine article Pottery (physical stuff)History textbook for schools LettersBook about history InterviewsEncyclopedias SpeechesReviews Documents Photographs Now that we have a list of sources, we need to think about what could possibly affect them. Those can be all four of our tools of knowledge – perception, emotion, reason and language. Using these, we? ll show you how the sources can reflect the past not very accurately. Let’s start with primary sources. What can affect them? Let’s start with written accounts and diaries. First, the writer must perceive the event. What can go wrong in perception? Well, each person perceives things selectively, according to what they expect to see, according to their emotions, culture, traditions and so on. Let’s imagine a soldier named Joe. After surviving a battle he writes a letter to his wife. I believe I do not have to mention that this letter will later become a primary source for us. It consists of many emotional sentences about the death of John, Joe’s friend, who died during the battle and there is only little information about the battle itself and its outcomes. This shows us already, that Joe perceived very little from the battle, but instead concentrated on what was happening to his friend (which is natural, but for historians that are studying the battle rather unfortunate. However, Joe describes something from the battle. He says that their enemy‘s ranks consisted of thousands of soldiers compared to their barely thousand. However, other sources from the same battle state, that the armies were equal in numbers. So, obviously, Joe exaggerated as people tend to under stress situations. But his wife will never know this bit of information Furthermore Joe writes that it was the enemy who actually provoked the battle, while source written by someone from the other side states that is was the exact opposite. So obviously nobody wants to admit to be the aggressor. This was just an example of how perception and reason can influence the given account of an event from the past. Now let’s watch a little video. I hope you know the guy that will be show in it 😉 So, what can we say about some speeches of politicians or propagandistic films or pictures? These also count as primary sources, however I think it is obvious why they cannot be very reliable. Their purpose is to manipulate and distort the truth. For us, and for historians, sometimes it might be very hard to distinguish whether something is a propaganda and manipulation of facts or whether it is not. It is essential for the historians and us to be able to distinguish what is propaganda or manipulation and what is not. Even though such sources contain manipulated information which is useless for historians who want to know the truth, they are still valuable since they help us understand the historical context of that time. Furthermore data and official documents can also contain manipulated information and that is even harder for us to see, because we tend to believe â€Å"official† things. To get back to our knowledge issue, knowledge of the past that we gain from primary sources can be inaccurate, since primary sources tend to be very subjective. But there are plenty of orimary sources, which give us an objective and therefore probably accurate account of the past, such as photographs, data and official documents (if they are not manipulated). Excluding the fact that they can be misleading, without primary sources, we would be practically lost, since it is thanks to them that we have got at least some information about the past. Secondary sources: Now let’s move to secondary sources. The most widely â€Å"used† secondary source are historians and textbooks they write. Historians are very important for us, receivers of the knowledge. Why? If we only had primary sources, we would be lost. First, they are sometimes very hard to understand (especially if they are in a language you don’t speak 🙂 and also there can be overwhelming number of them and we then might not be able to distinguish the important ones from the ones that contain no valuable information. That’s where historians come in handy. They gather the information, read through as many sources as possible, interpret the information included and then write books that should be understandable for us. But, there are several problems. The first, maybe not the obvious one, is that historians do not always get all the information they need to give an account of a particular event. It’s like a puzzle. They have many pieces, but sometimes the pieces don’t fit together or there are some pieces are missing. Then they have to throw the odd ones out and they might find out that even more pieces are missing. Then they have to fill in the gaps themselves. This â€Å"filling in the gaps† can be very dangerous, especially if the historians are biased. Quite often historians are nationally biased. They have been raised in one country along with its traditions and culture and therefore, even if they are trying their best, they are going to write the history from their country’s point of view. Another problem comes in understanding the primary sources. The main obstacle in this case is language, which might have been rather different at that time. As much as historians may try, the translation can almost never be perfect. Sometimes those are just minor mistakes that don’t matter, but in some cases, the translation might be fatal. However, we will never know whether the translation was wrong or not. Furthermore, these sources can be further translated, so we basically get a translation of translation and the source can completely lose its original meaning. To conclude and get back to our question, even though (we hope) they are trying to be as objective as they can, historians can make mistakes in â€Å"filling the gaps†, in being nationally biased and in the translation of the sources. However, their role in our knowledge of past is essential, since they put all the pieces of information into a meaningful whole. Now let’s look at us. We are the receivers of knowledge. Since our own knowledge of past is way more limited than the knowledge of historians, we are more prone to making wrong conclusions from primary sources. Because of this same factor, we might also overlook some vital points. Also, have you ever thought about checking whether a certain historian is telling the truth? Or did you just blindly believed everything he said, just because he has the title of historian? This is a typical ad hominem fallacy that we all can make. Lastly, we, similarly as historians, are nationally biased, which also â€Å"clouds† our reasoning. Final Conclusion To conclude our presentation, we should now see that we know our past only to a certain extent. It depends on the reliability and amount of the primary and secondary sources that we have. We also need to be aware of the biases or drawbacks of the primary and secondary sources in order to distinguish the biased or manipulated sources. In the future, we might have a better knowledge of past, since new and new sources are discovered every day. And, what do you think Jarka did with her EE sources? She was kinda hopeless at first, but then she decided to read the remaining sources. The rest, supported her research question (thankfully), so she could conclude (with almost 100 % certainty) which one was the one that was not true. ? Also, primary sources serve the purpose of the writer and were not written to become parts of textbooks in the future. P. S. do not have to reflect truth, but rather a ‘personal’ truth. Often we do not have written accounts from peasants and lower classes, simply because they didn? know how to write, didn? t consider it necessary, useful†¦ CONCLUSION =our knowledge of past is in many cases not the same as the past itself, because it is based on human interpretation of why and how certain events happen = also, new evidence is constantly being found and it might completely change our view of what and why happened = also new technologies are invented =thus we can say that past is stil l alive and changing†¦ = try to gather as much different sources as u can- compare them†¦ do what historians do†¦.

Describe and critically assess Epicuruss argument that we are not Essay

Describe and critically assess Epicuruss argument that we are not harmed by our own death. (Note, the question asks you about Epicuruss argument, not Lucretius argument.) - Essay Example Majority of the people approaches their end of life situations with lot of concerns and discomfort because of the uncertainty about the life after death. At the same time many others accept death with pleasure and dignity. Epicurus was ancient Greek philosopher who argued that the worries about death are meaningless. In his opinion, since as long as we exist, death is not with us, but when death comes, then we do not exist". This paper critically analyses the arguments of Epicurus with respect to life, death, pleasure pain etc. â€Å"Death does not concern us, because as long as we exist, death is not here. And when it does come, we no longer exist† (Epicurus quotes, n. d). The above argument seems to be logical when we analyse it in a layman’s point of view. In other words, there is no point in worrying about something which may happen in future. Human lives in present and therefore past and future may not be significant in his life. What happened in the past and what is going to happen in future are unimportant when we consider what is taking place at present. Moreover it is unwise to sacrifice the pleasure in present life for attaining future glory or happiness. At the same time, when we analyse Epicurus’s argument in depth, we may face many other questions. We have to answer the mind-body problem clearly before supporting or opposing Epicurus’s argument. It is a fact that human body is driven by a force or energy called mind or soul. Even science has no doubt about the existence of mind or soul in the body of human. Science already proved that in order to perform certain works, force or energy is required. In other words, in order to make the human body functional, mind or soul in necessary. In other words, mind or soul is the driving force of human body which is an accepted scientific fact. If that is correct, the question of what happens to mind or soul after death is

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Journey from LPN to RN - Essay Example ctations, educational/professional outlooks, and personal encounters which have helped to transform the experience of this author from an LPN to an RN. Ultimately, for me there were two paths which could have been taken with regards to transitioning from an LPN to an RN. These paths are as follows: upon completion and residency as an LPN for a period of approximately one year, I could have applied for a bachelor’s of science in nursing (BSN) degree double ultimately translate into an RN. An alternate means to achieve the same goal is after completing university to apply for and complete a Master’s of Science in Nursing degree which serves as something of an accelerated LPN to RN program without any requirements for prior work experience. Although the secondary option is perhaps the more strenuous, it cannot be said to be more difficult due to the fact that it does not have any type of residency or prior work experience requirement attached to it as does the first alternative. With regards to the personal experience of this individual, the path from LPN to RN has taken the first path which has been mentioned. Even thou gh hindsight is perfect, if it was possible to make the choice over again, it would necessarily be the same as it was the first time. This is due to the fact that this particular path has been able to provide me with a high degree of hands on experience and the application of knowledge directly into the field that pursuing the Masters program directly from the LPN would not have been able to provide. Likewise, upon entering the program, I had a strong personal desire to further my education due to the fact that my husband was suffering from a very serious condition; further encouraging me to do all that I could and pour myself completely into studying the requirements that were placed in front of me. Another primary reason that I chose this path was with regards to the fact that the RN’s scope and job responsibilities allowed for a far greater

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Experiences of Colonization by Indigenous People - Essay Example And who furthermore have maintained at least in part their distinct linguistic, cultural and social/organizational characteristics and, in doing so, remain differentiated in some degree from the surrounding populations and dominant culture of the nation-state Several other related terms are also in vogue e.g. aborigines, native peoples, first peoples, Fourth World, first nations and autochthonous (derived from Greek, meaning â€Å"sprung from the earth†). However, in this era of political correctness, the term Indigenous People is more commonly used to avoid implications of racism etc. [1]. Indigenous peoples living in more than 70 countries, of whom approximately 150 million live in the Commonwealth countries. These are; Australia, Fiji, New Zealand, and Papua New Guinea (South Pacific), Pakistan, Bangladesh, Sri Lanka, India, and Malaysia (South and South East Asia), Botswana, South Africa, Namibia, Cameroon, Kenya, Nigeria, Tanzania, and Uganda (Africa), and Canada, Guyana, and Belize (North Americas and the Caribbean).† [2]. Despite the diversity of indigenous peoples, it may be noted that they share common problems and issues in dealing with the prevailing, or invading, society. They are generally concerned that the cultures of indigenous peoples are being lost and that indigenous peoples suffer both discrimination and pressure to assimilate into their surrounding societies. This is borne out by the fact that the lands and cultures of nearly all of the peoples listed at the end of this article are under threat. Notable exceptions are the Sakha and Komi peoples (two of the Northern Indigenous Peoples of Siberia), who now control their own autonomous republics within the Russian state.  

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Generally Accepted Accounting Principles - Essay Example The preparation of financial statements and accounts in accordance with the GAAP helps the capital markets to operate efficiently (Everingham,  Kleynhans and  Posthumus, 2007). Fidelity Investments Company is a well known mutual fund that offers portfolio of investments to their clients. The portfolio solutions are provided by the Fidelity Investments Company by selecting stocks of companies listed in the New York Stock Exchange as well as in other stock exchanges in the worldwide markets. For this, the company invests billions of dollars in various stocks listed in the well known stock exchanges. The investments in these companies by Fidelity Investment Company are done after analysis of the risk and return on investments by their analysts. Thus the Fidelity Investment Analysts undertake analysis of the financial statements of the companies listed in various stock exchanges including New York for formation of the investment portfolio. As the accounting standards in different countries are different and are influenced by a several factors like the capital market environment, financial reporting requirements, form of business ownerships, corporate culture, etc; it is important for the Fidelity Investment Analysts that the accounting and financial information presented in the consolidated statements of the chosen companies adhere to the accounting standards as mentioned in GAAP. The preparation of financial statements of companies according to GAAP and audited by independent and certified public accountants guarantees true and fair financial information of the companies that are comparable across all jurisdictions. This is important for the Fidelity Investment Analysts as they would able to compare the projected financials of the company in the international context and calculate the risk and return of the portfolio of investments in an accurate manner (Gibson, 2010). This would enhance the abilities of Fidelity Investment Company in maximizing the

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Applying for a master degree - Personal Statement Example My ambition developed rapidly leading me to streamline my studies towards Business and Management, particularly human resource studies. Thus, I believe further studies for a masters degree in the University will enhance my competitiveness and set me apart in my professionalism. I have experienced challenges and had opportunities during studies. However, I put extra determination to maintain and improve my scores with the aim of obtaining a chance to further my education. The efforts yield fruits with an average rating of 2.1 in core subjects. Apart from academics, I exhibit potential skills in leadership and excellent interpersonal attributes. In addition, I understand the program and curriculum details and sure that it matches with my research areas. I also acknowledge the competitiveness of the program. Nonetheless, I express pleasure that my professional aptitude and decent University record offer me a reliable certification for admission. Hence, I will appreciate your approval for admission. Finally, I give my assurance that I will optimize my chance to advance my talents. Likewise, I will be a noble ambassador and endeavor to transform people’s lives through appropriate management approaches. Kindly consider my

Why Did Revolutions Break Out in Germany and Italy in 1848 Essay Example for Free

Why Did Revolutions Break Out in Germany and Italy in 1848 Essay The Spring of Nations, which consisted in the popular uprisings and revolutions that occurred in 1848, was caused by a series of factors which included social, economical and government crisis. Although these problems were serious and well eradicated, the major factor that caused these revolts was the rise of nationalist and liberalist ideas. When in 1845 a combination of massive crop failure in a mainly agricultural subsistence economy and a overproduction followed by an underconsumption of goods typical of the early industrialization led to a destructive economic crisis and recession. That year the potato blight, which was a vegetal desire that affected tubers such as potatoes, struck Europe making entire countries which their whole agriculture, since the Spanish brought the potatoes in Europe in the late 1400s, was based on the growth of this crop. Because of this disease, countries such as Ireland and Germany faced a great lack of food. The following year also a grain failure made the situation, if possible, even worse. This lack of food caused the prices of aliments to rise incredibly to the point where the daily pay of a factory worker wasnt enough to buy food to feed his family, of corse supposing that the factory worker didnt get fired because of the fall in demand of industrial products. With such an economical situation riots and acts of violence soon broke out. In 1846 the peasants in the Austrian provence of Galicia revolted against their landlords burning the documents regarding their feudal dues and attacking wealthy people. Similar hunger-driven acts of violence occurred in all of Europe. Soon the Austrian army put down the revolt but no actions were taken by the government to solve the problems that made it happen. The combined effect of a agricultural lesser production and the industrial overproduction affected negatively trade. Exports and imports dropped in all of Europe, even in the tax free zones such as the Zollverein where in three years the cotton exports dropped by 40%, and this angered greatly the people who controlled commerce at that time: the middle class. Although the middle class didnt start to riot straight away, this tension due to the economic losses will drive them towards liberal ideas and off from supporting the traditional government. After Napoleons definitive defeat in 1815, the liberals and the other carriers of the French revolutions ideas lost the hope to see reform brought out directly from the government. In a absolute monarchic Europe where these ideas were suppressed there was no space for political opposition because the governments outlawed any right of speech or press. Because of this repressive situation, secret societies started rising. Both nationalistic and liberalistic driven, these societies had the goal to promote reform and patriotism thus inspiring the people, especially the middle class, to revolt and embrace radical ideals. Major evidence of the popular will of independence and reform, was the burn ing of puppets which represented the leaders of the ancient regime. Particularly popular especially in the German Confederation, Italy and Hungary was the burning of puppets representing the maximum exponent of conservatism and reactionism: Prince Klemens von Metternich. The counter-liberalist policies carried out by the members of the holy alliance, Austria, Prussia and Russia, were ineffective. By censuring the press and removing the right of speech, the people didnt stop asking for change and reading about these ideas but they started to feel more repressed thus angering the people. Since the French revolution of 1789, Europe had been struck with innovative enlightened ideas such as the rights of man, the idea of universal suffrage (not including though women) and the idea of political liberalism. These ideas were mostly successful in the middle class which, over the past 250 years, became increasingly richer due to trade, banking and manufactory substituting de facto the nobility as most rich class. Although the middle class obtained economical power, the states offices were run by aristocrats and nobles appointed by the king. The middle class started growing resentment towards the monarchy and wanted their economical power to match their political power which, at the moment, they didnt have. Because of the repressive acts issued by the governments, especially the Austrian one, any kind of manifestation of liberal or nationalist ideas was to be punished (often with exile or prison), so secret societies started rising. These secret societies had the aim to promote liberalism and nationalism throughout actions against the governments. Mazzini, an italian radical, found Young Italy and Young Europe to promote the ideas spawned by the revolution. Although there were many secret societies, the most prominent was the italian Carbonari. The Carbonari were responsible and financed both the 1821 and 1848 uprisings in Italy. In conclusion all the factors that led to the Spring of Nations were important, especially the economic crisis and the famine because it angered the lower class making them too riot and revolt against the government, but without the nationalistic and liberal ideas that came along with the revolt made the difference. If it hasnt been for those ideals the Spring of Nations would have only been a mass of angry peasants rioting for the food shortages.

Psychology and Social Situations Essay Example for Free

Psychology and Social Situations Essay Providing incentive for individuals to establish a carpool system or take the bus instead will motivate them to resort to these resolutions although it has been unsuccessful. The government and other organizations that campaign against overdependence on private vehicles which contribute to heavy traffic should not expect that simply asking the people to share rides and take buses in order to lessen the number of vehicles on the road will work. People should be given incentives in adhering to the requests of concerned organizations, such as free fare or transportation allowances for the people. Organizations and establishments concentrated on a specific location should grant employees with free rides on shuttles that will take them to and from work everyday. This allows individuals to understand that sharing rides and taking the buses will save them the fare and lessen inconveniences caused by heavy traffic. 2. From this particular situation, we may deduce the disparity of knowledge and competencies displayed by children. Individual differences also cause differences on the rate of performance within the classroom, such that there are those that excel and those who fail depending on the cognitive faculties. Assignments are provided by teachers not only to reinforce learning and introduce the succeeding lesson, but also to give children the chance to catch up and experience success through home-based activities that allow them to learn at their own pace. Children who are identified to be the lowest-achieving in class think about their chance of pulling up their grades by spending more time on their assignments and excelling through them. This is the same reason why excellent performers do not spend more time on their homework, because they already have experienced success within the classroom setting. 3. Providing rewards is a good way of motivating children and reinforcing learning. There are various forms of rewards that teachers will be able to use including tangible rewards. Although concrete objects are considered as rewards, they should be given in moderation. Teachers should look for other forms of rewards such as praises and commendations, exemptions from school work or activities, and other types of non-tangible rewards. The danger of utilizing concrete objects as rewards is that children will not be able to learn the value of maintaining desirable learning behavior in class. Every action that they take will depend on the presence of a tangible reward at all times. In this case, desirable learning behaviors are not reinforced and sustained throughout the learning process, and children will only choose to perform well and exhibit good behavior when they see that there will be tangible rewards made available for them after doing so. To address this situation, academic institutions should consider setting standards and guidelines on how teachers should provide rewards, stressing the need to lessen the use of concrete objects but rather utilizing non-tangible rewards that create emphasis on inherent changes and display on desirable learning behavior and excellent learning performances. B. Psychological Disorders 1. The classification of abnormal behavior stems from the need to appropriately determine the medical and professional methods and strategies that will be implemented in order to address problems associated with the variety of abnormal behavior. The classification system of abnormal behavior, particularly the DSM-IV established by the American Psychiatric Association or APA, is utilized in order to provide a clear illustration or image of the kind or type of behavior exhibited by an individual. The DSM-IV utilizes five axes that are utilized to categorize behavior, solidifying them into a profile that provides information on the dimensions of particular behaviors. Utilizing classification systems, such as DSM-IV, although convenient also has flaws or disadvantages, intensifying the difficulty of assessing and classifying behavior. For instance, since the DSM-IV utilizes five axes in categorizing behavior, it becomes a limited means of understanding the dynamics of behavior. Classifying behavior into five categories does not really border on reliability and validity since behavior will not always meet all the criteria of each category. 2. When one is diagnosed with psychological or mental disorders, this means that there is something nonstandard and uncharacteristic about an individual’s way of thinking and behavior. Having a disorder mean that an individual’s life, particularly his functioning, is influenced by its effects building problems and difficulties along the way. The diagnosis will point to possible causes, whether the disorder is caused by biological factors, environmental factors, and such, which affects one’s ability to work efficiently, socialize with other people or become integrated into society under normal circumstances, etc. After being diagnosed with a psychological or mental disorder, it will also mean that an individual will need to seek professional help in order to determine the root of the problem and disorder and identify possible solutions in order to resolve them. 3. Perhaps it is better to be wrongly diagnosed as having a mental disorder even if one actually does not than the other way around because in the process, the individual will still be able to disprove the diagnosis while medical professionals will have enough time to discover the wrongfulness of their diagnosis. One will not lose anything by being misdiagnosed as psychologically or mentally incapacitated, perhaps just time and effort in proving the misdiagnosis of medical professionals. On the other hand, if one is wrongly diagnosed as not having a mental disorder, he will miss the chance of being provided with professional help and assistance as to how he will be able to conquer the problems brought about by his psychological or mental disorder. After being diagnosed without mental disorders even if in fact, one is psychologically or mentally changed, it will not be treated properly fuelling the possibility of one’s illness or disorder getting worse, while at the same time, intensifying the effects that it might bring towards one life. Missing out on the chance of being treated will neglect â€Å"damage control† allowing the illness or disorder to intensify possibly leading to a state wherein medical professionals will not be able to provide and recommend treatment appropriately.

Eating Out: A Common Phenomenon Among Malaysians

Eating Out: A Common Phenomenon Among Malaysians Eating out is a common phenomenon among Malaysians. However, the selection of a restaurant is dependent on the restaurant variety, the consumer personality and the consumption context. With the increase in discretionary income and change in lifestyle, dining out has become a common experience among university students. People begin to have more experiences in dining that lead to customer expect more from the restaurants and are more difficult to satisfy. Restaurant consumption lifestyle is very related to food lifestyle. Kesic and Piri Rajh (1993) stated that food lifestyle can be desribed through behaviour of consumer as a function of individual characteristics and this can be create through the social interaction of psychological and also the past experience of consumer. Dine out is known as consumption of food and drink eaten outside the home which is not obtained from the households stocks. Dine out is easily accesible, as in expensive hawker centers, coffee shops, air-conditioned food courts and fast-food restaurants whereas consumers have the ability to choose types of food and price (Dittmer,2002) Restaurant consumption lifestyle among students depends on convenience of food and also restaurant itself, traditionality of food that they serve, concerning about health and nutrition, environment or atmosphere at the restaurant, the variety of menu that restaurants provided and also the price of food. Food-related lifestyle has five components fisrt is higher-order attributes of food products, second is consequences of using food product, third is shopping script, forth is meal preparation scripts and fifth is usage situations. The striking social, economic transformation, the increases in the types, the absolute number of retail venues and the greater variety of food products can influence the consumer purchasing behavior in restaurant consumption lifestyle. In the aspect of restaurant consumption lifestyle, the frequency that they dining outside of the home can give an idea what make them to dine out, with whom they usually go to dine out, where the location that they prefer and why they choose that place. Dine out is not an option for those who are only has a limited time, it is also has become the favorable choice for those who like to obtain new eating environmnet, changing of menu, and for people who want to spend time with friend, colleagues or family. In order to fulfill the needs, peoples will patronize foodservice establishment. People have certain evaluative foodservice establishment criteria in their mind, such as the quality of the food and service provided ambience and the price. 1.2 Problem Statement Restaurant consumption lifestyle is very general if we want to discuss among all types of consumers. However, in this research will try to understand about the restaurant consumption lifestyle between two major ethnic groups of university students. This research will come out what the motivation purchasing among two races in restaurant selection criteria. Besides that, this research will find out what type of trend nowadays consumers preferred to go to the restaurant, for example what the restaurant selection criteria of restaurant consumers more preferred, why they choose that restaurant, when usually they go there, what they expect when they go to the restaurant and with whom they usually go there. These studies have addressed issues such as the relationship between consumer behaviour, the demand pattern of restaurant consumption lifestyle and factors influencing consumer purchasing behavior. All of these issues are related with restaurant consumption lifestyle between two races of students because these issues are more to social science and behavior of consumers. 1.3 Objectives The objectives of this study are: To investigate the restaurant consumption lifestyle between two ethnic groups of university students. To examine the motivation purchasing in consuming their meal at restaurant. To determine the difference of restaurant selection criteria in normal and special dining out occasion. 1.4 Research Questions Specifically two basic research questions underline this study: Does the consumer behavior influence in the restaurant consumption lifestyle? Is it have differences between two ethnics group of university students in restaurant consumption lifestyle? What the motivation purchasing in restaurant consumption lifestyle between Malay and Chinese students? 1.5 Significance of the Study This paper consists of information on consumers consumption pattern and factors that influence consumers purchasing decision. Indirectly, can understand why university student select one restaurant over the other, the marketer can use marketing strategy effectively to gain market and profit. Besides that, managers also can understand the critical factors that influence customers behavior, loyalty and satisfaction in the food service industry and help them to improve in critical part or areas. All the factors that effect consumers eating out in food service establishment may also directly affect the profitability of the food service operations. Therefore, this study is important to investigate the factors contributing to overall customers satisfaction and repurchase behavior. A food service manager needs to understand this relationship in order to enhance their customers need and satisfaction. CHAPTER 2 LITERATURE REVIEW 2.1 Eating Out In this study, restaurant consumption lifestyle related with the contemporary patterns and the symbolic association of eating out and also related with patterns to social and demographic characteristics of households. Eating out has important implications for comprehensive understanding of nations diet. Eating out become famous trend in many peoples lives now (Koo et al, 1999). Eating out is familiar among single-parent household and also career woman (Elmont, 1995). According to Finkelstein (1989), eating out can give the leisure motive of what they seeing and being seen in public also it can give the entertained by others. Britain showed that consumers increasingly consume their food outside the home (Driver, 1983). As a proportion of food expanding, eating away from home has been increasing since 1950s. Food and its consumption can examine at several different levels and these will depend for ones purpose, whereas attention needs to focus of the following nutrients, ingredients, dishes, meals and cuisine. Eating out has both practical and symbolic significance. People eating out because sometimes out of their necessity and sometimes they eating out because of for pleasure. British Family Expenditure Survey had suggested that people eating out depends on their modes and could be expressed through food consumption (Warde Tomlinson, 1995). The recent official data in UK stated that difference in the social group will give the results difference in the frequency of eating out. The income, age, gender, region, class and household composition will influence consumer eating out. The major leisure motive of eating out can based on Mills belief which is relates to the psychological needs of human being (Mill, 2001). Eating out more than to preventing from suffering because of not enough food. In this research, results can support that people truly enjoy eating when psychologically as a part of leisure motive. In addition, the another aspect of motivation on what causes of behavior, Herzbergs two-factor theory such as hygiene factors and motivation can be apply in finding the results. Lack of concern about hygiene factors can cause of customer dissatisfaction. Eating out had its role in modern consumption (Warde and Martens (1998) and eating out also had its significant because eating out can increase the penetration of commodification and consumer culture in everyday life. Riley (1994) stated that in Britain there were no cultural and psychological factors because consumers tend to evaluate their meal experience at the restaurant they went to. Hygiene factor direct specialist to basic consumption on inexpensive food whereas, motivator give signal for self-identity will act to motivate the customer. People whos have different meal options for different motive will produce the relationship between different types of dining experiences. This is can emphasize that meal can influence the consumers choice of a restaurant meal (June and Smith, 1087). The frequency of eating out may vary, every age group, culture group, social class, and geographical community makes eating out an important from recreation. Eating out on a large scale is an interesting phenomenon of our changing society. Specifically, eating out is defined as patronize to any foodservice establishment by respondents of this study. In this modern society, people eating out for variety of reason, which included avoiding from boredom, to socialize, to have different type of food, taste and convenience ( Tom Powers. 2002). Lewis (1981) considered five factor for eating out which are food quality, menu variety, price, atmosphere and convenience factors. On the other hand, Jones (1996) identified six basic reasons as to why people eating out which are convenience, variety, labor, status, culture or tradition and impulse. Convenience This factor includes those people who are away from some reason, who are physically unable to return at home during normal time and out it conjunction with some other leisure activity. Variety Variety of food is an important factor to attract consumer to one food premise. People, who live in circumstances where the meal experiences are limited, such as in the hawkers stall, may choose to eat out for this reason. Labor The desire to have someone else to prepare food, cook, serve and wash up a meal most certainly influences some peoples decision to dine-out. Status Both for personal and business reasons people may choose to impress their guess by taking them out to a fashionable and expensive restaurant. Culture Eating can be described as a part of our culture heritage and a manifestation of kinship. For example, in Malaysia, celebration of special events such as anniversaries and birthday are often associated with eating out. Impulse This is rather like saying that sometimes people have to no particular reason for eating out, they do so on the spur of movement. However, impulse buying is very significant and that it contributes to sales in the food service industry. 2.2 A Theory of Motivation Consumption Values This theory will discuss about consumption values, explaining why consumer choose to buy or not to buy a specific product. Also discuss why consumers choose one product type over another and why consumers choose one brand over another. This theory consists of five consumption values that can influence consumer choice behavior. The five consumption values are functional value, social value, emotional value, epistemic value, and conditional value. In making a decision, any or all of the consumption values can influence of that. 2.2.1 Functional Value Functional value is defined as alternatives capacity for functional, profitable, or physical performance. An alternative receive the functional value through the utilitarian or profitable and also physical attitudes. Functional value can measured the profile of choice attributes. Generally, functional value is assumed to be the main driver of consumer choice. This assumption comes from Marshall (1890) and Stigler (1950), that strictly expressed in terms of rational economic man. Reliability, durability and price are characteristics that derived from alternatives functional value. For example, the decision to purchase food in the fine dining restaurant must based on their income and ability to buy it. 2.2.2 Social Value Social value is an alternatives association with one or more specific social groups and through positively and negatively stereotyped demographic, socioeconomic, and cultural- ethnic groups. The choice imagery can be measured in profile of social value. The choices involved tangible of highly products and also for goods or service need to be shared with others are often lead by social value. For example, consumer choose to eat at fine dining may be chosen more for social image than for their necessity. Hyman (1942) research about reference groups said that individual behavior is strongly can influence by their group membership. Rogers (1962) and Robertson (1967) also suggested that interpersonal communication and information dissemination can influence in consumer choice. 2.2.3 Emotional Value Emotional value is perceived from an alternatives capacity to arouse feelings or affective states. An alternatives get the emotional value when specific feelings continue those feelings. The feeling which associated with the alternative can be measured in profile of emotional value. Normally, goods and service are correlated with emotional responses and aesthetic alternatives. More tangible products have emotional value for example, some foods can rise the feeling of comfort through their correlated with childhood experiences. According to Dichter (1947) , carried out in motivation research that consumer choice may be lead by noncognitive and unconscious motives. A good and interesting of advertising and decoration of environment in marketing and promotion can enhance the emotional responses to marketed products (Martineau, 1958; Zajonc, 1968; Kotler, 1974; Holbrook, 1983; Park and Young, 1986). 2.2.4 Epistemic Value Epistemic value is an alternatives to enhance the curiosity, provide novelty, and satisfy a desire for knowledge. Epistemic value can get from questionnaire items referring to curiosity, novelty, and knowledge. Epistemic value usually provide the overall new experiences and the alternative can be chosen because consumer is already bored or satisfied with their current products or brand for example they want to try new type of coffee brand and they curious in visiting a new restaurant or they have desire to learn in experiencing another culture. According to (Katz and Lazarsfeld, 1955; Howard and Sheth, 1969; Hansen, 1972; Hirschman, 1980), concept of epistemic value has been influenced by theory of exploratory, novelty seeking, and variety of motives that suggested activating the product search, trial, and switching the behaviors. 2.2.5 Conditional Value Conditional value is a result by an alternative of the specific situation facing the choice maker. Conditional value presence of antecedent physical or social contingencies that can enhance its functional or social value. The choice contingencies are measuring profile of conditional value. The alternatives usually depend on the situation for example, some products of food only have when seasonal value or some of food only have once in a lifetime events. Many products of food have not more obvious conditional association. Hull (1963) and Howard (1969) recognized the importance of learning will take place a result of experience with a given situation. 2.3 Restaurant Attributes Customers have their own reason to want to return to any restaurant. They are constantly seeking quality, value and desirable environment away from the pressures of daily life. Offering good food and good service is not enough to attract and retain customers. To gain a competitive advantage, restaurants need to offer good value in a favorable ambience. According to Autys study (1992), there are ten factors influencing restaurant selection decision which are food type, food quality, and value for money, image and atmosphere, location, speed of service, recommend, new experience, operating hour and facilities for children. However, image and atmosphere were found to be the final choice between restaurants which were similar, and food quality and food type were the most important factor of restaurant selection. 2.3.1 Food Quality Quality of food which contain the fresh ingredients has already been rated as the most important reason why customers return to the restaurant (Brumback, 1998). Technology plays an important function to maintain the quality of food. It means computer chips in refrigerators or fryers or ice-makers need to always maintain the temperature to avoid from any waste of foods. 2.3.2 Price The price is to paid for a service is known as the level of quality to be demanded (Davis and Vollman,1990). Therefore, dining out becomes an integral part of consumers lifestyle, experienced consumers due to their expectations with regard to quality, while seeking a better value for their budget (Cullen,1994). 2.3.3 Environment Ambience may give restaurants competitive edge and restaurants need to update their dà ©cor and concepts if they want to attract more customers and compete with others successfully. Belman said that: Today, the most important thing is design and concept. The owner of restaurant need to invest money to create a good of decoration. It can be a good enjoyable and a fun dinner for social able people. 2.3.4 Location Location plays the main important factor in consumer decision making. It is a critical location aspect of marketing strategy. As Hughes (1996) said that: Good location allow ready access, can attract large numbers of consumers and significantly alter consumer purchasing patterns. As restaurant with very similar food offerings proliferate, even slight differences in location decision represent long-term financial commitments and changing poor locations can be difficult and costly. In a study by Bitner (1992) also found that convenience location and low prices are the top-ranked determinants of patronage. 2.3.5 Service Quality Nowadays, customers have also been concerned about the quality of service. Service quality is viewed as an antecedent to satisfaction. Since the customers interaction with the service provider and the service-producing process have a significant impact on the customers perception of service quality and subsequently influence customers satisfaction, marketing concept, such as customer satisfaction should be incorporated into the managements operational decision making process. 2.4 Factor Affect Restaurant Attributes Consideration The importance of the restaurant attributes according to three main factors which are restaurant types, dining out occasion and occupation, age and income. 2.4.1 Restaurant Types According to Lewis (1981), importance of restaurant attributes varied according to the four types of restaurant, which are categorized as fine dining, family, theme and convenience. Fine dining restaurant are friendliness of waiting staff, quality of food and environment. While family restaurant has top four choice variables are location, cleanliness, cost of food and speed of service. The theme restaurants are ambience factors, prestige, quality of food and location. 2.4.2 Dining Out Occasion Restaurant chosen according to dining out occasion which are categorized as a celebration for instance birthday, a special occasion and business meal. The top three determinants variables for celebration occasion are quality of food, type of food and menu item variety. Whereas for special occasion are cleanliness, service and type of food. On the other hand, for business meal are quality of food, prestige and ambience factors (Kivela, 1997). 2.4.3 Occupation, Age and Income Kivela (1997) has suggested that the determinant choice variables also changes according to occupation, age, and income segments. Financial people make their final restaurant choice on the basis of cost of food because of limited budget, location due to convenience, speed of service and quality of food. 2.4 Consumer Behavior in Food Service Industry Consumers have potentially to deals with all ways people that may act in their role according to study about the consumer behavior ( Schiffman and Kanuk, 1991). In practice of consumer behavior there are more tends to focus upon behavior that related to searching, buying, used the products and also services. Normally, consumer will be assumed as groups and they will be identified through geo-demographic noticeable quality and they also will take as true to have common attitudes. Food service literature consist example of segmentation surveys for example demand for different types of restaurant to different socio-economic segments. It shows that different of demographic and income will give the effect less of demand in consuming of food compared with population density of metropolitan areas. In this study the purchase behavior is related to the act of consumers towards restaurant consumption lifestyle and according to Blackwell (1998), consumer behavior in food service industry always related with how people buy, when they buy, what they buy and why they buy. He also stated that consumer behavior in food service is a subcategory of marketing that combines all the elements from psychology, sociology, socio-psychology, anthropology and economics. However, Gordon (1980) was used the behavioral sciences specifically for social psychology and sociology to understand more what customers wants and needs. He mentioned that through consumers psychological backgrounds can investigate the consumers in order to establish the extent to which factors like attitudes, motives and personality traits affect buying behavior. Whereas, social can influence such as class, status and also family. These were contributed to the understanding of consumer decision making. Mattila et al. (2002) had mentioned that the purchasing of food is a complex phenomenon. This is because the food must be available when consumer wants it, always at an affordable price and quality of food is in acceptable level. All of these will arrange consumer to select the right kinds of restaurant in order to eat their food for overall well being as well as to meet nutritional requirement. Food service industry has characteristics in an apart of the service sector which is in financial and professional services. However, Campbell-Smith (1967), it is much related with food choice and quality but at the same time food service offer meal experience to which many factors. Some of the restaurants characteristic in finding the consumers are choice and quality of food and drink, the price or value, service, atmosphere, location and convenience. (Auty, 1992; Gregoire et al (1995). However, Pettijohn et al. (1997) found the three most important for consumer in selecting the restaurant are quality, cleanliness and value. Whereas, the atmosphere in the restaurant and also the variety of menu which offered in the restaurant were not relatively important. Many studies showed that quality of food was very importance and consumers just see the service as several factors that influenced in quality of restaurant offered. According to Kara et al. (1995), demographic of consumer will give the different expectations of the type of food served, location of restaurants and also the cost of the food they spent. Not only the attribute values concerned with consumer satisfaction, but the wide value also can concerned in consumer satisfaction for instance, the choice making in the individual at the time they purchase is very significant point that can affect in restaurant consumers satisfaction. CHAPTER 3 METHODOLOGY 3.1 Introduction This research used the qualitative method which is individual interview. The information obtained from this research is beneficial to food service industry to understand what the consumers expect from them and can help food service industry to improve the satisfaction among consumers. In order to do so, methodology and procedure were designed to ensure high quality and standard of the study in obtaining reliable information. This study will include the location of the study, sampling procedure, data collection procedure, and research instrument and data analysis. 3.2 Location of the study This research need to compare the restaurant consumption lifestyle between student and working people, so the interview was conducted fully in Universiti Putra Malaysia. This place was used because there is a lot of Malay and Chinese students thus, reliable information can be obtained among the respondents. 3.3 Sampling Design The sampling method used in this study wwas convenience sampling. This sampling method is selected because it is convenience and relatively quick. The respondent will easy to get to do the interviewing. In this study, a total of respondents are 30. 3.4 Research Instrument In this study, the interview question was unstructured question and the answer will depends on the respondents. However, in this research there is still have question for the respondents. Respondents were asking about: Where and what kind of place or restaurant they eat most often. What type of food they eat often and why they choose that type. Respondents need to describe the food due to taste, colour and appearance. In what way the food is convenience for them. What the purpose or motivation factor they eating out? If they have special dish to eat, when they will go out, what they want to eat and why they want eat it. Did they will go only restaurant that sell of the food for example they will go Italian Restaurant or Pizza Hut if they want to eat Italy food. In one week, how many times they eating at the restaurant? What the criteria they will choose if they eating at the restaurant? Why? Price Quality Convenience Health 3.5 Data Analysis This research was analyzed through interview content. The data from interview need to transcribe carefully and then starting to analyze each of the respondent interview. The content analysis consists of reading and re-reading the transcripts looking for similarities and differences in order to find objective and to develop categories. DSLR or a Digital Camera? DSLR or a Digital Camera? The first mass use camera became available at the turn of the 20th century and can be traced back to the year 1900 and during the 20th century the pace of technology development in cameras and photography continued at an accelerated pace much like many other key technology developments, just like how a digital camera evolved into a DSLR. My question now is if you are willing to buy a camera, should you buy a DSLR or a Digital Camera? This is a question that you need to answer for yourself and this is why I am writing this essay, for you to decide. Let us now start with their picture quality, followed by their over-all performance, and finally their major differences. In DSLRs, one cannot always preview how a picture will be exposed; instead, metering and experience must be relied upon, unlike in digital cameras where in megapixel rating is the main thing to consider when determining a cameras quality. Digital cameras generally have small image sensors which mean that the quality that they produce is generally lower. This is slowly changing in some digital cameras but in comparison to DSLRs they still have a long way to go. Its worth saying however that if youre not planning on using your images for major enlargements or in professional applications that the quality of digital cameras can be more than enough for the average user, although based on the survey conducted a lot of people would rather prefer a DSLR than a digital camera regardless of their skills in photography. When it comes to over-all performance, a DSLR camera has a feature set that well suits both amateurs and more experienced photographers alike. Fast performance, incredibly detailed images, and a solid live view implementation making DSLRs an excellent choice for more experienced photographers. While DSLR cameras are perfect for professional photographers digital cameras on the other hand offers great ease of use for beginners for it packs long zooms, is compact and has a stylish body, and it is an excellent all around camera thats idea for travel and general purpose photography. Digital cameras are remarkably easy to use and produce great results when set to intelligent auto mode, but even though digital cameras seem to be easier, a majority of the people still prefers a DSLR. One of the major differences between a DSLR and a digital camera is what prevents people from buying a DSLR, its price. Even though DSLR prices have come down each and every year, they are still significantly more expensive than digital cameras considering that you might want to upgrade your lens or you may wish to add more lenses later and that this adds to the cost of a DSLR, but 19 out of 30 people still think that the DSLR is more cost efficient. Zoom is also one major difference, since all DSLR lenses can be removed from the camera body, the zoom mechanism are entirely manual. To change the view you have to twist a ring on the lens. This manual zoom actually results in a faster zoom. You dont have to wait for the motors to move the lens and out unlike that of the digital camera, you can just twist the zoom ring as fast or as slow as you like. You can clearly see the difference between a DSLR and a digital camera when it comes to size and weight because DSLRs are heavy and sizab le when you add a lens or two to your bag kit, you can end up with quite the load! Unlike in a digital camera, you are simply able to slip the camera in a pocket to the point of not even knowing youve got them with you! The strength of the conducted survey is that since a majority of the few people who answered the survey chose the DSLR as their best choice, it is possible that majority of the people will also choose DSLR as their choice since DSLRs are very popular to beginners and pros alike. The weakness of the survey on the other hand is that only a few people were able to answer it so we cannot fully investigate what the people really think about DSLRs and digital cameras. We cannot say that the DSLR is the best choice just because 30 people said so. Although the obvious choice for most is the DSLR but it is still best to ask individually rather than assuming that the DSLR is the best choice. If you want a portable camera that takes good enough pictures that youll mainly use for small prints, for uploading pictures on facebook, and one that youll mainly shoot in auto mode, Ill probably recommend a digital camera, but if youre after the image quality and youre desire is to use the manual settings, then I highly recommend a DSLR. I also recommend people to buy a digital camera first rather than jumping into a DSLR without even knowing the basic of taking pictures.