The History of Mental Illness

Individuals with gloom and individuals who are tragic are something very surprising. Last y, individuals with schizophrenia are seen as insane and perilous. Consequently, history has seen these people diversely and have been misconstrued. In light of the way that individuals never entirely comprehended dysfunctional behavior, unified LULAS were frequently abused. On the off chance that you had a psychological instability, you were seen as a peril to socio TTY and were promptly moved to prison with no further inquiries posed. Things like HTH s are hard to accept, yet they did in truth occur in our world.People with psychological maladjustments ere not permitted out and were essentially segregated from society simply because individuals didn't fix restart what was occurring in their brains. Envision confronting a real existence inside a prison cell or an open storm cellar for an amazing majority. To me, having a psychological maladjustment is very recognizable so when I catch wind of t hings like this t cap really occur ever, it hits me hard in such a case that were to have been conceived in this c section, I realize I would have been one of numerous to encounter the arrangement and the enough ionic constrainment Of these intellectually sick individuals.In the 1 Boob's for instance, individuals were not compete deed as â€Å"crazy', they were seen as being Satan. Be that as it may, there were two explicit individual s who started to take care of these hazardous conditions. In the backtalk, dissident Throated Dixie battled for better everyday environments for the intellectually sick in the wake of seeing the risky and undesirable conditions in which numerous patients lived. Her drives made some of a havens, however the repulsive conditions despite everything went on. In these havens, the rooms were so little but so detained that a Patti .NET couldn't move very far.Also, specialists were not exceptionally cunning in thinking of approaches to treat the SE individual s, so they just started to make medicines up as they went on. One of the medicines that t a specialist would utilize is lobotomy, which basically implies that they would penetrate gaps into the patient's skull to look at their cerebrum. Another treatment they would utilize was electroshock there application. This implied the patient would have a protective cap on their head that would move power t 0 their mind to treat their sickness. A man by the name of Clifford Watching Beers lived to tell his tale.Clifford was one of many doing combating a dysfunctional behavior. In his account, he portray considers it to be a â€Å"history f a psychological common war† which he needed to battle independent on a combat zone that â€Å"lay inside the compass of his skull. † After endeavoring to take his life, Beers wound up getting I n issue with the specialists and needed to go to court. As his discipline, he was condemned to go to a psychological organization in New Haven. Subsequ ent to being conceded, the orderlies shaved his leg s and put fumbles on his wrists for restraint.Since these chaperons were unequipped for comprehends Eng the activity of his psyche and what they couldn't comprehend, they would only from time to time endure a y methods for defiance. In conclusion, he depicted the washrooms of the wards as â€Å"a room in which vehicles [were] washed in an advanced stable. † After Beers came out of his discipline, he chose to start to change the m psyches of the individuals who didn't have the foggiest idea how to manage people with psychological maladjustments. Subsequently, he established Mental Health America in 1909. Psychological well-being America is a charitable association the at helps those with mental illness.To this day, it despite everything exists and it even gives guiding a ND medicines at no expense. Since the time at that point, America's perspective on the intellectually sick have improved, A manner by which it has changed is that now America gives successful treatment TTS that help the person. One of the clutters that has been exceptionally compelling in treatment is De mistreatment. Discouragement is a state of mind issue caused and carried on by a communication of quality ethic, organic, mental, and ecological elements that influence the psyche and the body. S meeting that is misconstrued by society is that downturn is just inclination out of the climate .However, it is unquestionably more than that. Discouragement is the force of the sentiment of misery and an ace yearned time of negative emotions. It causes a great deal of factious conduct, hostility, and f linings of needing to be distant from everyone else. Specialists have found that this issue runs in families and ca n be followed through a few ages of a family. They have likewise discovered that it is brought about by a n irregularity in the manner the cerebrum delivers and keeps up its degrees of specific synthetics that are associated with t ransmitting messages from nerve cell to nerve cell.To treat wretchedness, it is v ere basic for the patient to be treated with treatment meetings, yet in the event that the downturn is too SST rang they will get both treatment and antidepressants. Another confusion that has been viable in treatment is tension. Uneasiness is test tee typical in numerous individuals, however the manner in which it makes it a confusion is additionally its power. An individual w tit tension will doubtlessly get many fits of anxiety. A fit of anxiety is an underlying alarming oust irenic of brief however extreme dread that happens out of the blue.A fit of anxiety is well on the way to happen n if the patient keeps on stressing over things that others would not regularly care about. D on-screen characters have found that individuals with uneasiness have irregular characteristics in levels of enumerators titers. To support them, psychological treatment works very well in patients since it challenges your c ontemplations and encourages the patient to control themselves better. Additionally, a few antidepressants he Ip to bring down nervousness. In conclusion, schizophrenia is one mental issue that was even new for me.When discovered my sister had been determined to have it, was confounded in light of the fact that I didn't have any involvement in this common issue. Schizophrenics regularly hear voices that other do n to and accept that others are guessing their thoughts, controlling their musings, or plotting to hurt them. Specialists have no obvious reason, yet accept that introduction to infections and lack of healthy sustenance before bi Roth can influence enormously whether somebody can build up this issue. Additionally, it has been discovered the t schizophrenics have less dim issue and distinctive cerebrum science and structure.

Cultural Similarities and Differences

The Indian culture has various dialects, which incorporate Hindi, Bengali, and Urdu. The formally perceived language is Hindi with other nearby dialects not perceived by the focal government. Texans authoritatively utilize American English with different varieties and accents. Australian dialects Include Australian slang, Indigenous Australian dialects, and varieties of Australian English (Dally, 1998). Nigeria has more than 50 indigenous dialects with a lot of nearby tongues. The prevalent dialects are Your, Bio, Afro - Asiatic and Kanji. The official language is English ND Is utilized over all states to join the people.Except India, the other three nations share a compensation language (I. E. English) however It has little varieties In articulation and elocution. Family Systems Indians keep up close to home ties with their families including the more distant family individuals. Family connections are various leveled and the dad is the man centric pioneer of the family. All individu als have common commitments to their families and they keep up profound established trust among all family members (Maker, 2008). Nigerian keep up a more distant family framework with connections guided by progression and seniority.Individuals are obliged to give the more distant family individuals money related help and direction (Coelenterates. N. D). The American nuclear family Is atomic with the more distant family living endlessly from it. Independence is profoundly polished. The family set ups over the four nations perceives the dad as the leader of the family. The job of more distant family individuals is underlined in Nigerian and Indian societies where individuals perceive the senior individuals from the general public. Australian and Texan societies stress independence and the social orders produce profoundly free individuals. Social NormsIn India, welcome follow position with the most senior individual being welcomed first. In spite of the fact that shaking hands Is norma l, men rarely warmly greet ladies due to strict convictions and It Is compulsory to say goodbye to every individual Individually when leaving a gathering. In Nigeria, shaking hands is the most well-known type of welcome. Men 1 OFF other individual's prosperity. Direct eye to eye connection is stayed away from when meeting with more established and senior individuals from the general public and as an indication of regard one is relied upon to bow. Nigerian spot significance to proficient titles and family names. In Texas welcome are easygoing, a handshake, a grin, and a welcome are enough.Men utilize just handshakes yet ladies and kids may embrace and shake hands even in formal settings. Presentations are significant before any correspondence. It is viewed as inconsiderate to call senior people by their first name. Men should be pleasant to women, they pull seats and open entryways for them and women are relied upon to state a neighborly thank you consequently (Celebrities, 2012). Au stralian types of welcome are casual and brief; shaking hands is basic in formal arrangements. Women for the most part don't welcome one another. Australians keep up great associations with all individuals as they are practical ND modest.Religion India is a common state with a ton of strict assorted variety. Hinduism, Buddhism, Jansenism, and Schism are drilled by a large portion of the individuals. Christianity is drilled by a minority. Texas has a wide scope of strict assorted variety with Christianity being drilled by the larger part. Adherence levels are high and individual strict convictions are endured. Strict assorted variety in Nigeria is incredible with Christianity and Islam being polished by the larger part. Local religions that have faith in divinities, spirits, and genealogical love are spread all through the nation. The nation constitution compensates opportunity of worship.Majority of Australians are Christians with Islam being drilled by a couple. Customary native st rict societies are rehearsed by a couple of natives as the others have changed over to Christianity. The nation laws are lenient to various strict convictions. Over the four nations, religion impacts the way of life of the individuals with Christianity, Salamis, Hinduism, and Judaism being perceived and acknowledged by the social orders. Opportunity of love is permitted by their separate constitutions; however in Nigeria rise of radical Salamis has influenced he culture of the social orders living in the influenced areas.Business Etiquette There are different manners by which business is drawn nearer in different social orders. In Indian culture, it is standard for all sides to by and by know each other before any business exchange occur. Conferences are arranged by arrangements and timeliness is kept as an indication of common regard. Exchanges are non angry and an official choice is made by the individual with the most power. Dynamic is moderate and casual and fruitful dealings ar e closed by a verbal exchange and celebrated over a dinner. Formal dressing during gatherings is normal and shows respect.In the Nigerian culture, building up an individual relationship is basic before any business exchange. Business is directed in a proper arrangement and dynamic includes all the partners. Nigerian are excessively dubious and continue with business warily. Promptness for gatherings is essential to Texans and it is an indication of discourtesy to be late. There is little accentuation on casual discussion and business is directed quickly. To direct business, an arrangement is important in Australia. Business is directed quickly in a casual situation. Individual connections and show of feeling isn't significant in their business transactions.Conclusion The way of life over all the four nations is soaks with contrasts and similitudes consistently changing with appearance of globalization and data innovation. The family and strict tendencies of these social orders in a general sense impacts their conduct, standards, and perspective. The way of life have characteristic components of keeping up their lifestyle. In all the way of life, more youthful individuals are relied upon to regard their seniors and this keeps up social request. In spite of the fact that in a general sense extraordinary, arioso societies have a ton to educate and are all around nearly the equivalent.

How to Get the Most Out of Your New Student Registration Experience

How to Get the Most Out of Your New Student Registration Experience If youre reading this, youve likely decided to attend Illinois in the fall. Congratulations to you, and lucky us! Now that youre officially an Illini, its time to tackle your next steps to enrollmentâ€"and that includes New Student Registration. New Student Registration is your chance to meet with an advisor to map out your academic strategy and choose your fall classes. It can also help orient you to what being a student at Illinois is really like. Think of it as a trial run for your first day of school: You’ll have the opportunity to meet a ton of your classmates, chow down in the dining hall, and get lost headed from one campus building to another. Kidding! We’re here to make sure that doesn’t happen. Were also here to help you prepare ahead of time and give you some tips on how to make the most out of your time on campus. Before You Attend 1. Sign up! First, you need to sign up through your admitted checklist in myIllini. Because available dates vary depending on your major and space is limited each day, make sure to do this as soon as you can. Sign-ups begin in mid-March. If you live within 500 miles of the university, youll attend an all-day, on-campus registration program. If you live more than 500 miles away, you can choose to participate in an online registration program. If you’re registering for classes on campus, our website provides a schedule of what your day will look like. Online registration looks different depending on what college you’ve been admitted to but includes a virtual meeting with your academic advisor to discuss your academic goals and class options. Both on-campus and online programs allow you to physically register for your first semester of classes. 2. Do your homework. Once May rolls around, you probably thought youd be done with homework until the fall. Sadly (and were very sorry for it), you thought wrong. If it makes you feel any better, though, were using the term homework rather loosely: Your advisor just needs to understand your interests and goals so they can help you choose classes related to those interests and goals! You can access your homework through your admitted student checklist in myIllini beginning in May. 3. Take your placement exams. In order to know what classes youre eligible for, you must also complete placement tests at least 2 weeks before your registration date. The purpose of these exams is to help determine which Illinois courses are most appropriate for you. So although youll want to try your best, you also dont need to stress. Like homework, placement exams are available beginning in May. 4. Check out Illinois courses. While it isnt necessary to come in knowing everything you want to take, it can be overwhelming to sign up for classes on the spot. So it doesn’t hurt to check out the thousands of courses we have to offer using our Course Explorer. Most students have room in their schedules to take a couple classes that have nothing to do with their major, and this is a great time to explore those options. A quick disclaimer, though: Always listen to your advisor for best practices when making your class decisions. Your Registration Day 1. Dress for success. Following are some items you should bring with you to make the day go smoothly. Because you’ll be trekking around campus all day, you’ll want to be as comfortable as possible. An official photo ID (a driver’s license, passport, etc.) to obtain your student ID cardYour Net ID and password to log into the course registration systemComfortable walking shoes for exploringA light jacket for switching between warm outdoor and cool indoor spacesA rain jacket or umbrella if the weather forecast is questionable 2. Ask questions. Everyone at New Student Registration is there for one sole purpose: to help you. Take advantage of this by asking whatever questions you have. Anxious about how different classes will be from high school? Ask current students about their experiences. Curious about how to get a job on campus? Ask staff how to go about finding one. Wondering what to do if you get sick? Talk to the McKinley Health Center. It’s better to leave with your questions answered than to spend the whole summer pondering about them. Ponder over something worth pondering, like space. 3. Explore the community. You took a plane, train, or automobile all the way here, so you might as well spend some time exploring! Take advantage of the tours offered during the program, and feel free to explore on your own as well. Whether you’re looking for local eats, free live music, or an outdoor adventure, Champaign-Urbana has you covered. 4. Embrace the independence. Although you and any guests will start and end your day together, youll spend most of your time here apart. Many students say one of the most difficult parts of college is the transition, so this is a great opportunity to practice being on your own and getting comfortable with the unknown. Talk to the other students you’re registering withâ€"you’re all in the same boat! If you make a friend or two during registration, youll have one or two more familiar faces to look for when you return in the fall. New Student Registration is one of your first steps on your journey as a student at Illinois. Making sure you’re prepared for the day will help ensure you have the best registration experience possible. If you have any questions in the meantime, feel free to take a look at our FAQs or send us an email. Were here to help! planning visit Illinois Admissions We're here for you as you prepare for college. Whether you're looking for guidance on the college search process or have questions about Illinois, we hope our blogs will help!

The Importance Of Management And Time Management - 1170 Words

Working in healthcare I have had several influences, which have helped me better understand management. When I worked in an assistive living facility I learned the importance of management and time management. I have worked with several co-workers who aided in better understanding the importance of communication, and implementing change. Nursing school has also taught me my role a nurse and how to incorporate all the theories management involves. Listening and recognizing the needs of your staff, recognizing your management or leadership skills, and understanding and solving a problems are the skills I would incorporate into managing a facility as the Director of Nursing. After reading about management theories I believe the most effective would be Maslow’s Hierarchy of Needs. Working with different personalities has showed me that we are all in search of self-actualization. When people commit to a job, they are looking to fulfil their biological and physiological needs. When this step is met, safety needs are the next step. When working in a group of people, it is important to feel the stability in a workplace, feel acknowledge, feel order, and have stability. As a health care manager I would make sure my workers felt secure and comfortable. The third step is belonging and love needs. I feel that sometimes this step is where conflict arises. At times I have noticed managers are so busy with their own work they forget to show how much they appreciate their co-workersShow MoreRelatedThe Importance of Time Management1424 Words   |  6 PagesSPC Becky Geiger 5 April 2013 Corrective Training The importance of time management. Steps to take to avoid or prevent tardiness. There are many reasons that time management is important. For example, if your unit was getting ready for deployment, you would need to be at the right place at the right the time, to receive any information you or your fellow soldiers may need to know before you leave. 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Violence Exposure Among Children of Incarcerated Mothers Free Essay Example, 4000 words

The discussions section of the findings of research provides a review of the findings in relation to important concepts and theories. Normally, this includes important theories described and analyzed in the literature review section of the research. However, this is preceded by a logical presentation of findings in order to show the reader of the article the important things that were unveiled in the study. This will help to provide important guidelines on what was discovered in the study. This aids in the discussions and theorization. Credibility and Dependability of the ResearchThe credentials and competency of the researchers add up to the credibility of the research. This is because the researchers have a reputation for gaining a good education and a lot of experience. Their writing style presents a high level of competency and control over the topic. The two authors complement each other and this provides a high level of credibility for the article. The findings are dependable because they provide an insight into a matter that is not normally studied. And the approach used provides a practical and real-life system of analyzing and reviewing the relevant circumstances. We will write a custom essay sample on Violence Exposure Among Children of Incarcerated Mothers or any topic specifically for you Only $17.96 $11.86/pageorder now The interviews seem to be dependable as they followed all the necessary rules and came out right with the best levels of results. Presentation of FindingsThe fundamental findings are summarized and presented statistically and given in general terms. This is a good effort for putting out the core findings and important trends. This provides a general framework of the realities that were uncovered in the study and the process. Afterward, the findings are put together under six dominant classes where the highlights of the most extreme cases and issues are presented for discussions. This is done in a way and manner that the most extreme narrations are presented and extracts of these narrations are discussed to provide important trends of what people are actually facing and going through. This gives the reader an important idea of what people are going through and how it affects them in the most important manner.

The Transition To The Role of Professional Nurse Free Essays

My most recent employment included working as a Rehabilitation vocational nurse in an in-patient Rehabilitation hospital. Typically I cared for 6-8 patients at a time, providing total care for each. I am IV certified with much experience in the field, particularly within pediatrics. We will write a custom essay sample on The Transition To The Role of Professional Nurse or any similar topic only for you Order Now I have worked with professional nurses, physical and occupational therapists, social workers, dietitians, physicians and more as part of a collaborative and comprehensive health care team. Issues and Concerns Surrounding Transition For Practical/Vocational Nurse A licensed practical or vocational nurse (LPN or LVN) is often the first step in one’s career toward becoming a certified professional nurse. The role of a vocational nurse differs significantly from the role of a professional nurse. Most nurses trained at this level have one year of study experience at a vocational or community college. A vocational nurse is used to working under the supervision of a licensed RN or professional nurse or physician (Quan, 2004). There are multiple issues and concerns surrounding the transition to the role of professional nurse, none the least of which is the shortage of qualified nurse educators to provide guidance to LPN’s desiring a career as an RN (Quan, 2004). There are also multiple levels of education one may pursue as a professional nurse that must be considered (Quan, 2004). For example, while many hospitals in the past have offered three year courses allowing students to live in the hospitals, few of these programs still remain (Quan, 2004). Most vocational nurses now desiring a professional career must pursue their Bachelor of Science in Nursing or an associate’s degree in nursing. This requires much time, effort and of course, acceptance into a qualified nursing programs. A vocational nurse must also have the ability to effectively transition to the role of a supervisor or leader, capable of making complex decisions and delegating tasks to others as part of their job responsibilities as a professional nurse. Clinical Judgment in Autonomy and Accountability of Professional Nursing Practice Professional nursing practice affords RN’s a relatively large amount of autonomy and accountability on the job. Professional nurses are often called on to use their own technical expertise and judgment to help manage and oversee patient care as part of members of a collaborative health care team (Shanbhag, 2002). They are accountable for the results of any decisions they make regarding patient care, even when those decisions involve delegating tasks to others. In cases where professional nurses supervise the work functions of others, professional nurses must also be held accountable for patient outcomes and the outcomes of their underlings. Professional nurses are often afforded the ability to delegate tasks as they see appropriate to underlings including vocational nurses (Shanbhag, 2002). This requires not only a great deal of decision making ability but also the ability to differentiate among underling’s skills, qualifications and abilities. This will help them remain accountable for the actions of each member of their health care team. A professional nurse is also more likely to be held accountable for patient’s outcomes as they often supervise the care of other nurses or health care assistants involved in patient care (Shanbhag, 2002). Most are expected to exercise â€Å"independent judgment† reserving the right to direct care in certain circumstance (Shanbhag, 2002). Professional nurses are also more likely to be held accountable for patient outcomes as well as the performance of those working under their direct supervision. How Professional Nurse Collaborates with Others To Achieve Effective Patient Care The best possible outcome for patients is only realized when professional nurses work as members of a multidisciplinary team, collaborating to ensure the best patient outcome. A professional nurse does not work alone but rather as a member of a comprehensive patient care team whose goals include optimizing patient outcomes. Members of this comprehensive health care team may include nursing assistants, professional nurses, primary care physicians, social workers, patients and family members (Coombs, 2004). For collaboration to work in the health care team it must often be defined in a non-hierarchical or cooperative manner based â€Å"on shared power and authority† assuming that each member of the team holds a certain level of knowledge, responsibility and influence that directly influences patient outcomes (Coombs, 2004). Professional nursing requires many of the same leadership skills required of doctors or other management professionals. The primary leadership skills beneficial to the field include (1) the ability to establish, maintain and promote communication and interpersonal relationships, (2) the ability to delegate work tasks and oversee the work of others (3) the ability to make decisions based on one’s knowledge, skills and expertise (4) the ability to work as members of a collaborative team and (5) the ability to help create interdependency and promote knowledge sharing among all team members (Coombs, 2004). The ability to work collaboratively is a fundamental skill required of effective leaders (Miccolo Spanier, 1993). A professional nurse must first be able to provide coworkers, supervisors and underlings with clear communication and insight regarding his or her goals, methods, policies and programs. A professional nurse like any other member of a health care team is responsible for knowledge sharing. Anyone responsible for knowledge sharing within an organization must have the ability to develop communication skills among team members. Further, a leader knows how to delegate work tasks to ensure they aren’t overburdened by administrative or nursing tasks at any one point in time. This helps reduce burn out and promotes a more efficient and product team environment. A nurse must also rely on their own education, experience and knowledge to help make directed and responsible decisions within the health care environment. This will help the nurse work as an effective leader within the health care team, and promote cooperation among all team members. Management of Nursing Care and Delegation Professional nurses must act as managers, working to help build, create, maintain and manage effective partnerships or teams of workers within the health care environment. The management of nursing care involves identifying what members of the health care team are capable of carrying out certain roles, and assigning them those roles accordingly to ensure the patients basic needs are met, and to ensure a positive health outcome for patients treated under a professional nurses care. Delegation of tasks is an autonomous task requiring independent decision-making capability. Since professional nurses tend to work in a role that requires leadership, independent thinking, decision making and accountability for patient outcomes, it naturally follows that professional nurses must learn how to delegate tasks appropriately. Proper use of delegation within the health care environment will also free up time for professional nurses to work with multiple patients and to address the many administrative functions and tasks that come along with the role of a professional nurse in today’s health care environment (Coombs, 2004). How to cite The Transition To The Role of Professional Nurse, Essay examples

Macbeth †Downfall of Macbeth Essay Paper Example For Students

Macbeth – Downfall of Macbeth Essay Paper The tragic downfall of Macbeth was not determined by one single cause. It was rather caused by a combination of three dark forces: supernatural, external, and internal. Supernatural forces are represented by the three witches and dark powers behind them. Lady Macbeth is an outer force that pushes Macbeth towards the bloody deeds. Macbeths own ambition acts as deciding power in brining him to his downfall. The very beginning of the play indicates that dark supernatural forces will be involved. Three weird sisters are preparing a surprise for Macbeth, surprise that will eventually cost him life and the salvation of his soul. Witches predictions play very important role in leading Macbeth to the evil deeds. Witches are the first to unleash Macbeths black and deep desires by promising him crown in the near future. They trick Macbeth making him to believe that he was fated to be king by promising him the title of thane of Cawdor and fulfilling this promise. After this almost impossible prediction becomes true Macbeth decides that he should become king as well. His royal dreams and ambition begin to take over his good side. He is convinced that Two truths were told/As happy prologues to the swelling act/Of the imperial theme. The dark forces win him with honest trifles to betray in deepest consequence. Not only they make Macbeth thinking about murdering Duncan; they also bring him to the decision to kill Banquo and his son by saying that Banquos children will be kings. Throughout the whole play dark supernatural powers trick and deceive Macbeth. In Act IV the apparitions playing with words convince him to continue to walk along the bloody path by advising him to be bloody, bold, and resolute and to have no fear. These predictions give Macbeth confidence to murder more victims, so that he has got absolutely no hope left for retaining any virtues and opportunity of remedy. After the witches awaken Macbeths desires of becoming king, his wife begins to push Macbeth towards the real act of murdering Duncan. Lady Macbeth thinks she knows exactly what Macbeth wantsbecoming a kingand decides that she has to force her husband to do what he would never do without her supportto kill Duncan. She never really tries to gain much for herself and never mentions that she wants to be queen. She wants Macbeth to be king; she wants glory for him, not for herself. Lady Macbeth acts like a mother who forces her silly child to do the homework he doesnt want to do because she wants him to be successful in his life. She never questions the necessity of Macbeth becoming king and never pays attention to Macbeths thoughts and opinion, just as mother would never care about her sons opinion about the stupid homework. Macbeths decision to proceed no further in this business (I.vii) was not even considered as a possible outcome by her. Lady Macbeth uses all the methods she can to convince her husband to murder Duncan. She uses Macbeths love to her as an instrument saying that if he will not kill the king he really doesnt love her. She asks him if he is a man, tells him that he will be so much more a man after murdering Duncan. She gives Macbeth an example of how resolute and cruel he should be telling him that shewoman who is supposed to be kind and compassionatewould be able to kill her own child: I would, while it baby was smiling in my face, Have pluckd my nipple from his boneless gums, And dashd the brains out, had I so sworn As you have done to this. (I. .uab79c46730b20ea1075438baaede782f , .uab79c46730b20ea1075438baaede782f .postImageUrl , .uab79c46730b20ea1075438baaede782f .centered-text-area { min-height: 80px; position: relative; } .uab79c46730b20ea1075438baaede782f , .uab79c46730b20ea1075438baaede782f:hover , .uab79c46730b20ea1075438baaede782f:visited , .uab79c46730b20ea1075438baaede782f:active { border:0!important; } .uab79c46730b20ea1075438baaede782f .clearfix:after { content: ""; display: table; clear: both; } .uab79c46730b20ea1075438baaede782f { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uab79c46730b20ea1075438baaede782f:active , .uab79c46730b20ea1075438baaede782f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uab79c46730b20ea1075438baaede782f .centered-text-area { width: 100%; position: relative ; } .uab79c46730b20ea1075438baaede782f .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uab79c46730b20ea1075438baaede782f .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uab79c46730b20ea1075438baaede782f .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uab79c46730b20ea1075438baaede782f:hover .ctaButton { background-color: #34495E!important; } .uab79c46730b20ea1075438baaede782f .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uab79c46730b20ea1075438baaede782f .uab79c46730b20ea1075438baaede782f-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uab79c46730b20ea1075438baaede782f:after { content: ""; display: block; clear: both; } READ: The Negative Effects of Nuclear Energy Essayvii.61-64) Lady Macbeth used the Macbeths feelings towards her, his bravery, his ambitious nature, his vague desires as tools to make Macbeth to do what she thinks will bring him success and satisfaction. Witches and Lady Macbeth definitely tried to force Macbeth to kill Duncan and to continue the sequence of terrible murders. However, Macbeth was not a weak-willed puppet that others could easily control. He was a brave and strong man who could resist outside influences and make his own decision. Why did he allow his wife and witches to convince him to do what he thought was wrong to thing to do? The answer is that he wanted to be convinced. In fact, Macbeth began to think about becoming king even before he met the witches. This explains his strange reaction after he have heared the witches prophecies. Banquo noted with surprise: Good sir, why do you start, and seem to fear Things that do sound so fair? Macbeth is afraid and feels guilty after he receives great predictions of becoming thane of Cawdor and king! The only explanation is that witches guess his own thoughts and catch him thinking about such an evil thing as killing Duncan. Another evidence to support the idea that Macbeth wanted to murder Duncan is the reaction of Lady Macbeth after she reads Macbeths letter. Her thoughts immediately jump to murder, even though murder was not even mentioned anywhere in the letter. It seems that Macbeth had been cherishing the idea of murdering Duncan for a long time and discussed it with Lady Macbeth many times. In their dialog in I.v neither lady Macbeth nor Macbeth himself mentions the word murder. The only hint that Duncan will never leave the castle alive is given in the following lines: MACBETH My dearest love, Duncan comes here to-night. LADY MACBETH And when goes hence? MACBETH To-morrow, as he purposes. LADY MACBETH O, never Shall sun that morrow see! If Macbeth were an innocent lamb before witches and Lady Macbeth have turned him to a ruthless criminal, he wouldnt understand what Lady Macbeth was talking about. However, because his dark side had begun to fight with the good side even before the beginning of the play, he gets instantly what his wifes plans are. He still has doubts, but he wants to believe that he is fated to be king. He wants to get support and advice for murdering Duncan from both witches and Lady Macbeth and gets them. Macbeth needs this push from the external forces to suppress his conscience and begin committing bloody crimes. After the evil side of Macbeths character receives help from the witches and Lady Macbeth it completely takes over his good side and can now act by itself with no help from the outside. Macbeth next murder after killing Duncan and groomsmurder of Banquois never advised by the weird sisters or supported by his wife. There is absolutely no reason of murdering Macduffs family. In conclusion, even though Lady Macbeth and the witches played an important role in convincing Macbeth to kill Duncan, internal force was the most important of all three. It was Macbeth who agreed with them, Macbeth who committed the murder, Macbeth who decided to continue walking along the bloody path. However, its very unlikely that all the events in the play would have happened, if there had not been help given by the witches and Macbeths wife. The fatal combination of the three combined forces produced the tragic result.

The Haunting Effects Of Stanley Kubricks Eyes Wide Shut Can Be Identif

The haunting effects of Stanley Kubrick's Eyes Wide Shut can be identified as creating curiosity, fear and anxiety in the viewer. They can be understood as painting a mosaic of symbolism in the viewer's eye, and as depositing fragments of concepts inside his mind. The film's slow pace seems to open wide gaps between the joints of the story's framework, causing the viewer to lose his secure sense of balance during the progression of the plot. Eyes Wide Shut is not a tale of terror nor one of mystery or of love; it is not a documentary about a married couple nor a psychological drama. It pretends to be all of these, and in so doing explores the filmic medium and secures the effects of its own elements. Like any film that is carefully constructed, Eyes Wide Shut is the sum of its elements and of the ways by which these interact with each other. The most significant elements of the film are 1) color, particularly red, blue and yellow; 2) sound, such as voices plus external and internal music; 3) camera movement, especially the track-forward, track-backward and the revolving shot; 4) the dissolve, as the main transition technique between shots; and 5) the recursive figures of the Female Nude, Masks and Christmas Trees. Some of these elements are recognizable from the earlier Kubrick films, such as A Clockwork Orange and The Shining, a fact which reveals the signature of Kubrick the auteur. Eyes Wide Shut can be divided into three parts, each of which contains the elements mentioned above. Part I introduces the main characters and their relationship towards each other. Dr. William Harford and his wife Alice attend a party where pianist Nick Nightingale (Todd Field), an old acquaintance of Bill and a pivotal character for the plot, provides the music. The Harford's friend and host Victor Ziegler (Sydney Pollack), introduces his wife to his guests and later solicits Bill's medical attention to save the overdosed prostitute and beauty queen Mandy (Julienne Davis), who is sprawled naked on a divan in an upstairs room of the mansion, while Ziegler nervously gets dressed. On the wall behind her hangs a large painting of a female nude. In this manner, the figure of the Female Nude is introduced as having a dual significance: as a measure for risk and fatality (Mandy), and as a representation of aesthetic beauty (the painting). In the meantime, Alice drinks several glasses of champagne and dances with a pressing suitor. Half drunk and in full coquettish swing, her swaying disposition and her reluctant tongue oscillate between words, like a pendulum pulsating a decrepit waltz. Upstairs, Bill in a demanding staccato calls out to Mandy's dying ear: Mandy...can you hear me? Can you hear me...Mandy? Look at me...Mandy. In both cases, Alice's drunkenness and flirtatiousness, and Bill's tense, yet hopeful tone produce a slowness in their way of speaking and in the overall rhythm of the scenes. This device becomes characteristic of the film, where whatever altered state the character happens to be in (fear, shock, distress, stupor) can be defined as a justifier for the prolongation of his or her oral expression. This strategy of justifiers is used in numerous scenes. In one which follows the scenes of the party, for example, Alice and Bill smoke marijuana and she initiates an interrogation which tests her husband's sense of jealousy. The scene evolves from her dispassionate questioning to her violent reproach, to a daring confession of figurative adultery. Throughout all three phases, however, Alice deals with the effects of the drug and of the mental tiptoeing around her husband's defensive rationale. This is represented by her slow speech. In addition to this, during the confession phase, the film's grainy quality is accentuated, establishing a kind of screen or filter to distance the viewer from the subject, thus creating in the viewer a sensation of voyeurism. This relationship is first established in the initial credit sequence, where Nicole Kidman --or her unknown character-- very casually undresses, as if unaware of being viewed, setting up the viewer as the unsuspected voyeur of the events to follow. Furthermore, the scene establishes the red, yellow and blue colors, where Alice's character is usually set against the

Prehistoric Life During the Pleistocene Epoch

Prehistoric Life During the Pleistocene Epoch The Pleistocene epoch represented the culmination of 200 million years of mammalian evolution, as bears, lions, armadillos, and even wombats grew to bizarrely large sizesand then went extinct due to climate change and human predation. The Pleistocene is the last named epoch of the Cenozoic Era (65 million years ago to the present)Â  and is the first epoch of the Quaternary period, which continues to this day. (Up to the year 2009, when paleontologists agreed on a change, the Pleistocene officially began 1.8 million rather than 2.6 million years ago.) Climate and Geography The end of the Pleistocene epoch (20,000 to 12,000 years ago) was marked by a global ice age, which led to the extinction of many megafauna mammals. What most people dont know is that this capitalized Ice Age was the last of no less than 11 Pleistocene ice ages, interspersed with more temperate intervals called interglacials. During these periods, much of North America and Eurasia was covered by ice, and ocean levels plummeted by hundreds of feet (due to the freezing of available water at and near the poles). Terrestrial Life Mammals: The dozen or so ice ages of the Pleistocene epoch wreaked havoc on megafauna mammals, the largest examples of which were simply unable to find enough food to sustain their populations. Conditions were especially severe in North and South America and Eurasia, where the late Pleistocene witnessed the extinction of Smilodon (the Saber-Toothed Tiger), the Woolly Mammoth, the Giant Short-Faced Bear, Glyptodon (the Giant Armadillo), and Megatherium (the Giant Sloth). Camels disappeared from North America, as did horses, which were only reintroduced to this continent during historical times, by Spanish settlers. From the perspective of modern humans, the most important development of the Pleistocene epoch was the continuing evolution of hominid apes. At the start of the Pleistocene, Paranthropus and Australopithecus were still extant; a population of the latter most likely spawned Homo erectus, which itself competed with Neanderthals (Homo neanderthalensis) in Europe and Asia. By the end of the Pleistocene, Homo sapiens had appeared and spread around the globe, helping to hasten the extinction of the megafauna mammals that these early humans either hunted for food or eliminated for their own safety. Birds: During the Pleistocene epoch, bird species continued to flourish around the globe, inhabiting various ecological niches. Sadly, the giant, flightless birds of Australia and New Zealand, such as Dinornis (the Giant Moa) and Dromornis (the Thunder Bird), quickly succumbed to predation by human settlers. Some Pleistocene birds, like the Dodo and the Passenger Pigeon, managed to survive well into historical times. Reptiles: As with birds, the big reptile story of the Pleistocene epoch was the extinction of oversized species in Australia and New Zealand, most notably the giant monitor lizard Megalania (which weighed up to two tons) and the giant turtle Meiolania (which only weighed half a ton). Like their cousins around the globe, these giant reptiles were doomed by a combination of climate change and predation by early humans. Marine Life The Pleistocene epoch witnessed the final extinction of the giant shark Megalodon, which had been the top predator of the oceans for millions of years; otherwise, though, this was a relatively uneventful time in the evolution of fish, sharks, and marine mammals. One notable pinniped that appeared on the scene during the Pleistocene was Hydrodamalis (aka Stellers Sea Cow), a 10-ton behemoth that only went extinct 200 years ago. Plant Life There were no major plant innovations during the Pleistocene epoch; rather, during these two million years, grasses and trees were at the mercy of intermittently plunging and rising temperatures. As during preceding epochs, tropical jungles and rainforests were confined to the equator, with deciduous forests and barren tundra and grasslands dominating northern and southern regions.

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

Asthma - Essay Example Asthma is caused by either a narrowing or block in the bronchial tubes. The bronchial tubes narrow from being blocked by mucous and swelling or they are squeezed from the muscles outside A person may have asthma without having flare ups for long periods of time. Asthma can be a continual disease, however there are typically triggers that initiate the bout. According to Web MD there are several triggers to asthma and identifying which culprit flares one asthma episode will allow the individual to off-set attacks (www.webmd.com/asthma). Allergies are a known asthma trigger. It is estimated that up to 80% of people with asthma are allergic to airborne substances. Certain foods can also flare up asthma. Additives that can be found in certain foods can bring on an attack. Excessive exercise can also be a culprit. Strenuous exercise can cause narrowing of the airways which makes it difficult to breathe. It is stated that severe heartburn and asthma have a direct connection. Gerd (gastroesophageal reflux disease) causes stomach acid to back up into the esophagus. If the stomach acid reaches into the the throat or airways then an asthma attack can be triggered. Smoking is another asthma trigger as smoking interferes with lung functioning. Introducing smoke into an asthmatic body only worsens the condition and further obstructs airway passages. Sinusitis and upper respiratory infections cause more mucous to be produced in that line the sinuses which can also bring on asthma attacks. When airways get inflamed then sinusitis may occur triggering asthma attacks. Infections are another thing that can bring on asthma attacks. This common cause can be found to bring on asthma attacks especially in children under 10. Along with the preceding triggers, medications are also a culprit. It is common for those with asthma to have sensitivity to certain medications especially anti-inflammatory drugs and beta

Is it fair to suggest that the German state is a 'frozen landscape Essay

Is it fair to suggest that the German state is a 'frozen landscape - Essay Example Criticising the trend of confining welfare state to the element of social spending, he contends that the social expenditures are â€Å"epiphenomenal to the theoretical substance† of welfare states (p.19). Thus, he denotes the inflexibility of continental welfare state system and refers to it as a â€Å"frozen continental landscape† deriving from the â€Å"frozen Fordism† existing in countries Germany, Italy and France and concludes that the situation favours a â€Å"status quo† in these countries (Palier and Martin, 2007, p.538). However, Scharpf and Schmidt (2000), as quoted in Palier and Martin (2007), challenges this notion and contends that social insurance based welfare systems â€Å"face the biggest difficulties† among welfare states (p.538). Therefore, to accommodate the changes in economy, the welfare state system of Germany has evolved to align with the transition and it may not be fair anymore to call it â€Å"a frozen landscape.† P alier and Martin (2007) contend that the Bismarckian welfare system has initially been unable to cope with the problems due to the rigidness of â€Å"their own tradition† while the other welfare regimes have done so by adapting to the changes through the implementation of various structural reforms (p.358). However, they concede to the fact that with some reforms introduced after the year 2000, the Bismarckian system has been able to incorporate drastic changes within their system, which may account for the emergence out of the frozen landscape. In the modern day of complex economy, states cannot focus too much on social welfare, ignoring other aspects that deserve better attention. Quoting Therborn (1983), Esping-Anderson (1990) argues that if one considers the historical changes in the activities of the states, it appears that only when countries invest the majority of its resources for â€Å"servicing the welfare needs of households† they can be called welfare state s (p.20). But, it has transpires from historical evidence that countries usually spend a greater part of their funds on â€Å"defence† and â€Å"administration† than on social welfare and, therefore, no state can be called a welfare state (p.20). Therefore, it appears that Germany’s continued existence as a Bismarckian welfare state has become impractical, forcing them to adapt to the changing environment. The country, over a period of time, has hence been evolving various strategies and changing their rigid stance on welfare orientation, incorporating various changes in their systems. Gosta Esping-Anderson again finds a possible failure of the welfare states to stand up to the â€Å"edifice of social protection† which remained â€Å"frozen† due to socio-economic pressures of the past and the system became incompatible to the emerging economic conditions and needs (Esping-Anderson, 1996, p.2). Developing nations such as the US and UK have prospered in the twentieth century by their focus on developing technology rather than investing on social welfare schemes. However, it becomes evident from the examples of these countries that when aspects such as technology is accorded adequate priority, the resultant growth in industry as well as other employment avenues will offer the citizens better jobs and living conditions and thereby improve the overall standard of living. This situation also seems to have

A Comparative Study of Consumer Behaviour

A Comparative Study of Consumer Behaviour ABSTRACT: Consumer Behavior is an aspect that is given a lot of importance in the globe of marketing. A lot of products have been a sensation or a breakdown due to inappropriate analysis of consumer behaviour and motivation. Food is a basic requirement for all livelihoods and everybody who earns spends money on food without any second thought. To live we need to eat and therefore food is tremendously important in all our lives. Todays consumers are becoming increasingly displeased with GM (Genetically Modified) and conventional fruits and vegetables and therefore are stirring towards organic fruits and vegetables. Many consumers are going organic not only in the case of fruits and vegetables but also regarding skincare, beauty products, paper and also clothing! Organic fruits and vegetables are not only said to be healthier due to ethical ways of production which do not use man-made chemicals and unnecessary preservatives as opposed to conventional food. It is also said to be eco-friendly beca use of environment cognizant methods which are used for the production of organic food. The advantages of organic fruits and vegetables are more whereas the disadvantages (such as price premium) are negligible when compared to its better side. Regular buyers of organic fruits and vegetables are willing to overlook these minor disadvantages which are negligible when compared to its disadvantages. In this research work, the consumer behaviour in the United Kingdom regarding organic fruits and vegetables is studied and compared with that in India. The factors (such as consumer expectations, beliefs, criteria, concerns, quality, awareness etc) that affect marketing of organic fruits and vegetables in UK and India are also studied with relevance to consumer behaviour. INTRODUCTION: Background This research work revolves around the consumer behaviour and attitudes towards organic fruits and vegetables in the United Kingdom and in India. A brief introduction will be given on consumer behavior and how important it is in the field of marketing. Secondly, a deeper understanding of the term organic will be given. Many theories and aspects related to organic fruits and vegetables will be discussed and reviewed as well in this dissertation. A number of consumers of organic and conventional food are consulted to get their views and opinions about organic fruits and vegetables. Not everyones attitudes towards organic fruits and vegetables seem to be the same, therefore the application of certain statistics methods help us in further understanding the relation and patterns in the consumer behavior patterns and trends in organic fruits and vegetables in the two countries. This study helps understand how the consumers in UK and in India differ from each other and also help understand the ways they are similar in. On the whole, the differences and similarities between the consumers of organic fruits and vegetables in the two countries are studied. To get this information, many respondents were asked to answer questionnaires regarding this topic and these answers were analysed using statistics. In the end these are discussed and limitations and conclusions are given and suggested. Research Questions: How does the consumer behavior towards organic fruits and vegetables vary between India and UK? In what ways do consumers in the two countries expect the food to be different from convenience foods? What are the popular beliefs among consumers about organic fruits and vegetables? When will India accept organic fruits and vegetables widely, the way UK has? What makes organic fruits and vegetables to be preferred more than convenience fruits and vegetables? Why is there a variance between the preference rate and sales of organic fruits and vegetables in both India and UK? What are the factors owing to this? General Aim The aim of this study is to find the consumer behavior and attitudes towards consumption of organic fruits and vegetables in the UK and India. The elements and factors (health factors, eco-friendliness, ethics, taste, quality, safety standards etc) influencing the consumers decision making are also studied. RESEARCH METHODOLOGY: Introduction This section talks about the methodology used for this piece of research work. Methodologies vary from research work to work due to the difference in subjects, areas and study view. What methodology is used for one research purpose may not be suitable or applicable to another. Sometimes it might not be possible for a researcher to sit and observe all that he is researching. To collect primary data for this research study, survey research approach has been used. The non probability convenience sampling method has been used for this research primary data collection method. Therefore, the method of preparing a set of questions and selecting a group of people to get to answer them and studying these answers based on an already set theory or patterns, is common and a lot many researchers today are using this form of methodology. Application of statistics to these answers helps analyze and understand the trends, patterns and fashion that the study has proved using this method. â€Å"Potte r (1996, 2002) has roundly criticized researchers who use his own approach (discourse analysis) for depending too much on interview data and has argued for a greater use of naturally occurring data.† http://asksage.typepad.com/methods/. This section deals with the methodology used for this study and the course of action taken to complete the research study for the purpose of this dissertation. Purpose of this Research The obvious purpose of this research is to study the consumer behavior towards organic fruits and vegetables in India and in United Kingdom and to compare the two. While conducting the study, the marketing flaws and strengths of it, customers attitudes towards organic fruits and vegetables in the two countries will be studied. The attitudes of customers towards organic fruits and vegetables will be studied and explored. It is important to identify the determinants of the success and failure of organic fruits and vegetables industry in India and the United Kingdom. The consumers of organic fruits and vegetables in India and the United Kingdom might differ a lot in their way of behavior as considered in the marketing field and their attitudes towards it might not be the same or might be the same. This research will help in understanding the consumer behavior towards organic fruits and vegetables in the two countries by conducting a comparative study of the consumer behaviors from the t wo countries. Research Questions How do the attitudes of Indian consumers differ from that of the British with respect to organic fruits and vegetables? The above given question is the main aim and the biggest question for this study and research work. There are of course many sub questions as well which will also be researched in the course of this study. The question speaks about finding out the attitude differences in the two countrys consumer behaviour but the study might also prove the similarities in the two countrys consumer behaviour patterns towards organic fruits and vegetables. Instrument This research work is conducted on a survey of consumers and non-consumers of organic fruits and vegetables in India and in the United Kingdom. The study (survey) questionnaire was distributed to customers of local supermarkets which sell both organic and conventional fruits and vegetables in India (Chennai and Delhi) and in the United Kingdom (London and Birmingham). The questionnaire included a brief note about the study being conducted and a variety of questions regarding the area of research. The questionnaire included a brief note about the study being conducted and a variety of questions regarding the area of research. The questionnaires were handed out in person by the student conducting the study and her friends outside supermarkets selling organic fruits and vegetables in India and in the United Kingdom. The questionnaire had 15 questions which took not more than 5 minutes to answer. Most respondents were happy to help out and were interested in the subject of organic food. Population The questionnaires were distributed in person to organic food consumers and non-consumers. It took a period of over (18 days in India to get respondents to answer the questionnaires and 22 days in the United Kingdom to get the respondents to answer the questionnaires related to organic fruits and vegetables). Sample While conducting a research study, it is not possible to take into consideration the whole population. For example when studying Indias consumers, it is not possible to take into consideration one billion plus consumers in India, therefore we take a selected sample to represent this entire population which is 100 from Chennai, 100 from Delhi (i.e 200 from India on the whole), and 100 from Birmingham and 100 from London (i.e 200 from the United Kingdom). These 400 respondents are taken as sample population and their answers are expected to correspond to all the consumers of the two countries (United Kingdom and India) respectively. The sample population consisted of 200 respondents from India and 200 respondents from the United Kingdom. Out of the 200 respondents from India, 76 were male and 124 were female and out of the 200 respondents from the United Kingdom, 84 were male and 116 were female. The other data about age, monthly earnings, occupation etc are given under the section of empirical findings and data analysis. Data Collection Every research study needs primary and secondary data. Secondary data is collected from already established and published information which has been studied, researched and verified by someone else. The use of such data for research purpose gives certified information provided it has been taken from reliable and referenced sources. Secondary data is collected from already published studies, papers, theories, articles etc. This data might not be valid in todays times and circumstances due to the fact that it must have been published or verified during the time when circumstances and states were different in simple terms, the data might be outdated. Therefore, it is important to verify if the secondary data collected is valid. It is advisable to use secondary data collected is valid. It is advisable to use secondary data for research which is well referenced and uses valid and checkable data. For this research study, books, journals, magazines and electronic databases have been used which are verifiable and authentic. Primary data was collected through the usage of questionnaire as explained under the sampling section. The primary data collected was statistically analyzed using statistical formulae and methods. The data used in this study from other studies, papers, theories, articles etc are referenced well so that the question of plagiarism does not arise. These data are used under the literature review section and they are reviewed and explained and discussed. Sampling Methods The non-probability convenience sample method was used for the purpose of this research study. The short-comings of time and resources are not a problem in the case of this method of sampling. Non probability sampling does not involve random sampling and therefore it might not represent the population well. But this does not have to be true in all cases though it depends upon the study area also. Convenience sampling is also referred to as haphazard sampling or accidental sampling and is named so because it is convenient for the researcher and easy to use. It might not be a good representative of the population but it is a good representative in case of a homogeneous sample population. Only a selective number of consumers are considered in this study who are taken and considered as representatives of the entire population (consumers of organic fruits and vegetables in this case) for the study and research purpose. The probability sampling method proves to be more expensive and time c onsuming, which are only two of the many short comings in that case. For primary data collection, the questionnaires prepared for the purpose of this research are e-mailed to 200 people in United Kingdom and 200 in India. Another 400 were distributed in supermarkets (200 in India and 200 in UK). More number of questionnaires were sent through e-mail but due to software and document problems, they were not considered for the study. Many people who wanted to participate in this questionnaire session were unfortunately not able to do so due to time constraints. Finally 400 respondents answered the questionnaires which were used for the purpose of this research work. Questionnaire Design The questionnaire consisted of 15 questions which had multiple choice of answers each. Each respondent had to select one out of the given answers with respect to each question. The four answers for each question were related to the same aspect but there might not be any relation to the other questions answers. This is because a variety of questions regarding the consumer behavior and attitudes towards organic fruits and vegetables were considered. The first few questions were about personal details and background such as occupation, monthly earning, educational qualification etc which were followed by questions regarding organic fruits and vegetables and their opinions towards it. THEORETICAL FRAMEWORK A theoretical framework basically lays down the guidelines for the research work. The concepts, theories, cases, models etc used for the presentation of the research are basically explained for understanding the study being carried out. In this dissertation, a few theories and models will be reviewed and discussed. Consumer Behaviour Consumer behaviour is a very widely studied subject in the field of marketing. Without consumers, it is very difficult for businesses of any sort to function normally. Consumers are the raison-d-etre for a business mere existence. The business may be based on profit or it might also be a non-profit organization. The field of consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Consumer behaviour mainly sheds light on how consumers decide to spend their various resources like time, money etc on various products so as to meet their needs and requirements. Consumer behaviour encompasses study of what, when, why and where the consumers will buy their products. It also focuses on how often the consumers use the products. Furthermore, it also sheds light on how the consumers evaluate the products after the purchase and the effect of evaluations on their future purchases. From the marketing point of view, it is very important to understand the consumer well and to attend to their needs, wants and demands to be successful. A consumer is the centre of attention in case of most marketing techniques; after all, it is the consumers a business needs to run. In the case of organic fruits and vegetables, a consumer might decide to buy it for its benefits on health or the environment or maybe because of the advertising for it is good. There are various factors that affect the consumer decision making process which is also discussed further. Models of Consumer Choice: The Cognitive model: When consumers make an important purchase for the first time, they may reflect on alternatives and discuss pros and cons with others with the intention of securing benefits and avoiding costs. This model is sometimes called the extended-problem solving model. (East, Wright and Vanhuele, 2008) The Reinforcement Model: Choice is controlled by factors in the environment that reward and facilitate some alternatives more than others. Managerial control is achieved by changing the consumers situation. However, what is rewarding to some persons may not be so to others and this limits influence. (East, Wright and Vanhuele , 2008) The habit model: Choice is controlled by managing stimuli (brand name, logo, pack features, etc) that have become associated with a product as a result of past purchases. Sometimes this is called stimulus control. (East, Wright and Vanhuele, 2008) Consumer Behaviour models: The purpose of consumer behaviour models is to provide description, explanation and prediction of purchase behaviour. At the same time the models provide a conceptual framework and so help researchers to set up and test new ideas so as to give even better explanations and predictions of behaviour. On the positive side, these models do help to organize research results and to demonstrate the complexity of decision processes involved in even a simple purchase, such as a can of soup in the local supermarket. On the negative side most of the models can be criticized as providing no more than a description of a range of influencing variables. There are four main clusters of factors that have an effect on purchase behaviour. They are political, economic and technical; cultural and social; psychological; and marketing influences. (Bareham, 1995) Theories make it easier to understand a concept as they outline causes and effects that are possible and what to anticipate provided the input (the happening circumstance) is given. In most cases, it is easy to analyze whether practical situations are normal and acceptable with the help of proven time tested theories. Marketing segmentation The market is divided into different groups or segments based on their needs, tastes, income, and a lot of other criteria. Marketing segmentation is based on a lot of research and important factors to suit the needs and purposes. Some of the marketing segmentation is as follows: Geographic segmentation: This involves segmenting the market by location on the assumption that people living in one location will have similar needs, wants and preferences and these will differ significantly from people living in other locations. There are some obvious limits to this assumption. People all over the world drink Coca-cola and buy Japanese electronic goods for instance. When you think about it from the viewpoint of the consumer, most buying behaviour is actually local. Localized consumer behaviour is often expressed through the presence of a significantly large cultural or sub cultural group that is different from the main stream. There are also geographically based differences between consumers for reasons that are more complex or obscure. It is not immediately obvious why some sections of consumers have different behaviour than the other sections. But knowing that, they will do, can be important to the marketing strategy. Demographic segmentation: Demographic segmentation deals with the many ways if statistically categorizing all the people in a national population. For example, a national population can be divided into subgroups based on age, sex, income, education, occupation, social class, family size, race and religion. In a sense, there are also different ways of looking at the same individual consumer, because of course we belong to each of these groups. Different aspects of our identity will be relevant to different products at different times. Baby foods can only be marketed to parents of young children, for example and a middle-class, middle aged, middle income, middle manager is more likely to be in the market for an exercise bike than a motor bike. Some of the important specifics of demographic segmentation are Age: Age is perhaps the most frequently used demographic variable in marketing segmentation. One reason for this is that the lifecycle has been divided up by society into what seem to be easily recognizable groups that are clearly differentiated from one another- infants, children, teenagers, young adults and so on. Sex: Dividing the market into male and female segments is another frequently used strategy. But even here, the old marketing certainties are breaking down. It used to be a safe bet for marketers to target do-it-yourself products exclusively at men and supermarket shopping at women. But with the larger increase in single occupant hose-holds and one parent families (most of them female), many more women are buying things that men would do if they were in a family. In addition, more women than men buy for other consumers. Socio-economic status: A persons socio economic status is determined by education, income and occupation. Though there are many exceptions of course, these are three factors often in alignment. More highly educated people tend to do managerial and professional jobs that bring a relatively high income, and vice-versa. For obvious reasons most marketers are more interested in people with high socio economic status rather than low. Income is often considered the most important variable in this case because it is so easy to quantify and because it dictates entry to certain markets. But income by itself can be very misleading. Psychological segmentation: The attempt to come up with a practical form of consumer profile has concentrated on three areas of behaviour: activities, interests, and opinions. Segmentation by usage: This form of segmentation is based on information about volume and frequency of purchase for a given product. It is a popular way of segmentation of markets because there is a lot of readily available information about patterns of usage for most goods and services. In fact, with so many transactions now electronically recorded, a great deal more of data is available than is actually used. Perhaps the most familiar usage data is provided by the electronic point of sale (EPOS) used by supermarket checkouts. Not only are all the purchased items listed, together with their prices, but so is the date and exact time of purchase and the method of payment used. Segmentation by benefit: This form of market segmentation is based on knowledge of the benefits that consumers seek from that particular product. The task of the marketer is to include the appropriate characteristics- or the impression of them in the design of particular goods or services. In a sense this kind of segmentation is at the entire marketing concept find out what people want and provide it for them. Segmentation is very important for a firm or an industry to market its products strategically and for it to be a success. In the case of organic fuits and vegetables, it comes under the category of food which is a basic necessity and therefore would appeal to and include a lot many segments in the markets. In this research study we are considering only the United Kingdom and India. So geographically these two countries are covered. Demographically the middle aged and the older people will be targeted age wise, both sexes, and the middle class and upper class levels will be targeted according to the socio economic status segmentation. Since the middle aged and older people usually are the ones who go shopping for fruits and vegetables, they are targeted age wise, both men and women shop for it, and when it comes to socio economic status, the middle and the upper income groups are targeted as organic fruits and vegetables are more expensive than conventional fruits and vegetables. Many shoppers especially in India will give up the idea of buying food when it comes to the price factor that is not acceptable for them. That is the reason why the middle and upper income groups are aimed at here. Most people both in India and United Kingdom consume fruits and vegetables everyday. In India, no meal is complete without fruits or vegetables and in the United Kingdom, people are encouraged to consume fruits and vegetables everyday with the healthy 5 a day concept though it is already a staple portion of a healthy meal. These segments are most suitable for being aimed at for marketing of organic fruits and vegetables and therefore they are the target segments. Decision making process There exist a number of factors which affect the consumer decision making process. Each of the factors has many sub-factors. Communication Situation The situation in which the consumer receives information about a product or service influences the buying decision of the consumer. For example, in the case of organic fruits and vegetables, an advertisement speaking about the bad impacts of the chemicals used in conventional foods right when the buyer is suffering from food poisoning might influence the consumer to buy food that is healthier and does not involve the usage of chemicals responsible for food poisoning and therefore influence the consumer to go in for purchase of organic fruits and vegetables in future. Purchase situation: The situation involved while a consumer is out to purchase will influence the buying process of the consumer. For example, a very health conscious friend is out with a consumer shopping for food, the friends suggestions of low cholesterol, high fiber food items will influence the consumer to buy healthier food products. Situations like when the consumer is very hungry and shopping for food might make the consumer end up purchasing food items that the consumer might have a craving for right then. Usage situation: Marketers need to understand the usage situations for which the products are meant. Using this knowledge, marketers can communicate how their products create consumer satisfaction in each relevant usage situation. For example, a recent study found that consuming 1.5 cup servings of oat based cereal a day could lower cholesterol. To increase sales, a Cheerios ad depicted the advantages of it. Disposition Situation Some consumers consider the case of disposition an important attribute towards the buying decision process. For example, if there was a rule stating that all the particular products from a household should only be disposed off at a particular point for a locality which is open only for a fixed time in the weekends, or they would be fined heavily, there would be a large decrease in the sales of that product. Situational characteristics Physical surroundings such as dà ©cor, sounds, aromas, lighting, weather and configurations of merchandise or other materials surrounding the stimulus object influences the buyer. Also, social surroundings, temporal perspectives, task definition And antecedent states influence the buyer decision making process. The marketer should influence these factors as largely as possible to influence the buyer in a favorable way to appeal to the customers. How decisions are made by people: The obvious point about decisions worth spelling out is that we are constantly making them. Form the moment we get up in the morning we are faced with deciding what to wear and what to have for breakfast and we make decisions throughout the rest of the day. Indeed we normally make so many decisions in the course of the day, every day, that only rarely do we realize that in fact we are making a decision. Decisions are just part of the business of living our lives, and are taken for granted. Rationality: Rationality is what you and I would like to think we use when making a decision. Moreover, we like to believe we are rational in both the psychological and the economic senses of the world. Psychologically, we make objective, dispassionate choices that are not influenced by prejudice or other irrational influences. Economically, we find out all the information there is on each of the alternatives, assess the advantages and disadvantages of each, and then choose the best one on the basis of a cost-benefit analysis. Most decisions are made in a state of incomplete information. Heuristics: A heuristic is simply a procedure or method or strategy for solving a problem or making a decision. It is similar to an algorithm, a procedure widely used in science, except that and algorithm is guaranteed to find the solution, or the best solution, whereas a heuristic is not. Perhaps, then it would be better for us to think of a heuristic as a rule-of-thumb. That is, a heuristic may be a good place to start if faced with a decision and it may provide a reasonable guide in the search for a solution, but no more than that. A heuristic may therefore be helpful, but it might also lead us totally astray. The reason we need heuristics when making decisions is simply that the world we live in turns us into misers-cognitive misers. Three forms of heuristic that psychologists have identified in the way people make decision: the representative heuristic, the attitude heuristic and the availability heuristic. Every step taken by anyone would require a decision to be made be it whether to put your right foot forward or your left, to eat spinach or a burger and so on. Some are taken with our conscious effort and some with our sub-conscious mind. When it comes to purchasing organic fruits and vegetables, a number of decisions need to be taken. For that matter the purchase making decision of any product is made based on several factors. For example, in the case of buying organic food, a consumer might think if he really needs to shell out 10% extra for a kg of organic onions or whether he is really doing himself any good by consuming organic potatoes. Questions such as these are answered in a heuristic pattern which leads to the purchase of organic fruits and vegetables or otherwise. Attitudes: The study of attitudes is one of the most intensively researched areas of psychology. Although there are over 100 different definitions of the term, a widely accepted definition of attitude would be: A stable, long lasting, learned predisposition to respond to certain things in a certain way. The concept has a cognitive (belief) aspect, an affective (feeling) aspect, and a conative (action) aspect. Characteristics and components of attitudes: Like a proprietary pain killer, attitudes contain not one, not two, but three active ingredients which are the cognitive component, the affective component, and the conative component. The cognitive component is mainly concerned with a consumers opinions about the products properties, for example whether it is crunchy, chewy, whether the price is reasonable, or whether the packaging is informative. The affective component deals with the consumers feelings about the products properties, for example if it is appealing or if it is un-appealing, is it liked or disliked? The conative component relates to the consumers likely behaviour in relation to the product. Sources of attitudes: The three main sources of attitudes are family, peers, and direct experience. Attitudes and behaviour: The commonsense notion that knowing someones attitudes towards a product will inform you of the likelihood of their buying it is quite a useful rule-of-thumbfor practical purposes. It is certainly A Comparative Study of Consumer Behaviour A Comparative Study of Consumer Behaviour ABSTRACT: Consumer Behavior is an aspect that is given a lot of importance in the globe of marketing. A lot of products have been a sensation or a breakdown due to inappropriate analysis of consumer behaviour and motivation. Food is a basic requirement for all livelihoods and everybody who earns spends money on food without any second thought. To live we need to eat and therefore food is tremendously important in all our lives. Todays consumers are becoming increasingly displeased with GM (Genetically Modified) and conventional fruits and vegetables and therefore are stirring towards organic fruits and vegetables. Many consumers are going organic not only in the case of fruits and vegetables but also regarding skincare, beauty products, paper and also clothing! Organic fruits and vegetables are not only said to be healthier due to ethical ways of production which do not use man-made chemicals and unnecessary preservatives as opposed to conventional food. It is also said to be eco-friendly beca use of environment cognizant methods which are used for the production of organic food. The advantages of organic fruits and vegetables are more whereas the disadvantages (such as price premium) are negligible when compared to its better side. Regular buyers of organic fruits and vegetables are willing to overlook these minor disadvantages which are negligible when compared to its disadvantages. In this research work, the consumer behaviour in the United Kingdom regarding organic fruits and vegetables is studied and compared with that in India. The factors (such as consumer expectations, beliefs, criteria, concerns, quality, awareness etc) that affect marketing of organic fruits and vegetables in UK and India are also studied with relevance to consumer behaviour. INTRODUCTION: Background This research work revolves around the consumer behaviour and attitudes towards organic fruits and vegetables in the United Kingdom and in India. A brief introduction will be given on consumer behavior and how important it is in the field of marketing. Secondly, a deeper understanding of the term organic will be given. Many theories and aspects related to organic fruits and vegetables will be discussed and reviewed as well in this dissertation. A number of consumers of organic and conventional food are consulted to get their views and opinions about organic fruits and vegetables. Not everyones attitudes towards organic fruits and vegetables seem to be the same, therefore the application of certain statistics methods help us in further understanding the relation and patterns in the consumer behavior patterns and trends in organic fruits and vegetables in the two countries. This study helps understand how the consumers in UK and in India differ from each other and also help understand the ways they are similar in. On the whole, the differences and similarities between the consumers of organic fruits and vegetables in the two countries are studied. To get this information, many respondents were asked to answer questionnaires regarding this topic and these answers were analysed using statistics. In the end these are discussed and limitations and conclusions are given and suggested. Research Questions: How does the consumer behavior towards organic fruits and vegetables vary between India and UK? In what ways do consumers in the two countries expect the food to be different from convenience foods? What are the popular beliefs among consumers about organic fruits and vegetables? When will India accept organic fruits and vegetables widely, the way UK has? What makes organic fruits and vegetables to be preferred more than convenience fruits and vegetables? Why is there a variance between the preference rate and sales of organic fruits and vegetables in both India and UK? What are the factors owing to this? General Aim The aim of this study is to find the consumer behavior and attitudes towards consumption of organic fruits and vegetables in the UK and India. The elements and factors (health factors, eco-friendliness, ethics, taste, quality, safety standards etc) influencing the consumers decision making are also studied. RESEARCH METHODOLOGY: Introduction This section talks about the methodology used for this piece of research work. Methodologies vary from research work to work due to the difference in subjects, areas and study view. What methodology is used for one research purpose may not be suitable or applicable to another. Sometimes it might not be possible for a researcher to sit and observe all that he is researching. To collect primary data for this research study, survey research approach has been used. The non probability convenience sampling method has been used for this research primary data collection method. Therefore, the method of preparing a set of questions and selecting a group of people to get to answer them and studying these answers based on an already set theory or patterns, is common and a lot many researchers today are using this form of methodology. Application of statistics to these answers helps analyze and understand the trends, patterns and fashion that the study has proved using this method. â€Å"Potte r (1996, 2002) has roundly criticized researchers who use his own approach (discourse analysis) for depending too much on interview data and has argued for a greater use of naturally occurring data.† http://asksage.typepad.com/methods/. This section deals with the methodology used for this study and the course of action taken to complete the research study for the purpose of this dissertation. Purpose of this Research The obvious purpose of this research is to study the consumer behavior towards organic fruits and vegetables in India and in United Kingdom and to compare the two. While conducting the study, the marketing flaws and strengths of it, customers attitudes towards organic fruits and vegetables in the two countries will be studied. The attitudes of customers towards organic fruits and vegetables will be studied and explored. It is important to identify the determinants of the success and failure of organic fruits and vegetables industry in India and the United Kingdom. The consumers of organic fruits and vegetables in India and the United Kingdom might differ a lot in their way of behavior as considered in the marketing field and their attitudes towards it might not be the same or might be the same. This research will help in understanding the consumer behavior towards organic fruits and vegetables in the two countries by conducting a comparative study of the consumer behaviors from the t wo countries. Research Questions How do the attitudes of Indian consumers differ from that of the British with respect to organic fruits and vegetables? The above given question is the main aim and the biggest question for this study and research work. There are of course many sub questions as well which will also be researched in the course of this study. The question speaks about finding out the attitude differences in the two countrys consumer behaviour but the study might also prove the similarities in the two countrys consumer behaviour patterns towards organic fruits and vegetables. Instrument This research work is conducted on a survey of consumers and non-consumers of organic fruits and vegetables in India and in the United Kingdom. The study (survey) questionnaire was distributed to customers of local supermarkets which sell both organic and conventional fruits and vegetables in India (Chennai and Delhi) and in the United Kingdom (London and Birmingham). The questionnaire included a brief note about the study being conducted and a variety of questions regarding the area of research. The questionnaire included a brief note about the study being conducted and a variety of questions regarding the area of research. The questionnaires were handed out in person by the student conducting the study and her friends outside supermarkets selling organic fruits and vegetables in India and in the United Kingdom. The questionnaire had 15 questions which took not more than 5 minutes to answer. Most respondents were happy to help out and were interested in the subject of organic food. Population The questionnaires were distributed in person to organic food consumers and non-consumers. It took a period of over (18 days in India to get respondents to answer the questionnaires and 22 days in the United Kingdom to get the respondents to answer the questionnaires related to organic fruits and vegetables). Sample While conducting a research study, it is not possible to take into consideration the whole population. For example when studying Indias consumers, it is not possible to take into consideration one billion plus consumers in India, therefore we take a selected sample to represent this entire population which is 100 from Chennai, 100 from Delhi (i.e 200 from India on the whole), and 100 from Birmingham and 100 from London (i.e 200 from the United Kingdom). These 400 respondents are taken as sample population and their answers are expected to correspond to all the consumers of the two countries (United Kingdom and India) respectively. The sample population consisted of 200 respondents from India and 200 respondents from the United Kingdom. Out of the 200 respondents from India, 76 were male and 124 were female and out of the 200 respondents from the United Kingdom, 84 were male and 116 were female. The other data about age, monthly earnings, occupation etc are given under the section of empirical findings and data analysis. Data Collection Every research study needs primary and secondary data. Secondary data is collected from already established and published information which has been studied, researched and verified by someone else. The use of such data for research purpose gives certified information provided it has been taken from reliable and referenced sources. Secondary data is collected from already published studies, papers, theories, articles etc. This data might not be valid in todays times and circumstances due to the fact that it must have been published or verified during the time when circumstances and states were different in simple terms, the data might be outdated. Therefore, it is important to verify if the secondary data collected is valid. It is advisable to use secondary data collected is valid. It is advisable to use secondary data for research which is well referenced and uses valid and checkable data. For this research study, books, journals, magazines and electronic databases have been used which are verifiable and authentic. Primary data was collected through the usage of questionnaire as explained under the sampling section. The primary data collected was statistically analyzed using statistical formulae and methods. The data used in this study from other studies, papers, theories, articles etc are referenced well so that the question of plagiarism does not arise. These data are used under the literature review section and they are reviewed and explained and discussed. Sampling Methods The non-probability convenience sample method was used for the purpose of this research study. The short-comings of time and resources are not a problem in the case of this method of sampling. Non probability sampling does not involve random sampling and therefore it might not represent the population well. But this does not have to be true in all cases though it depends upon the study area also. Convenience sampling is also referred to as haphazard sampling or accidental sampling and is named so because it is convenient for the researcher and easy to use. It might not be a good representative of the population but it is a good representative in case of a homogeneous sample population. Only a selective number of consumers are considered in this study who are taken and considered as representatives of the entire population (consumers of organic fruits and vegetables in this case) for the study and research purpose. The probability sampling method proves to be more expensive and time c onsuming, which are only two of the many short comings in that case. For primary data collection, the questionnaires prepared for the purpose of this research are e-mailed to 200 people in United Kingdom and 200 in India. Another 400 were distributed in supermarkets (200 in India and 200 in UK). More number of questionnaires were sent through e-mail but due to software and document problems, they were not considered for the study. Many people who wanted to participate in this questionnaire session were unfortunately not able to do so due to time constraints. Finally 400 respondents answered the questionnaires which were used for the purpose of this research work. Questionnaire Design The questionnaire consisted of 15 questions which had multiple choice of answers each. Each respondent had to select one out of the given answers with respect to each question. The four answers for each question were related to the same aspect but there might not be any relation to the other questions answers. This is because a variety of questions regarding the consumer behavior and attitudes towards organic fruits and vegetables were considered. The first few questions were about personal details and background such as occupation, monthly earning, educational qualification etc which were followed by questions regarding organic fruits and vegetables and their opinions towards it. THEORETICAL FRAMEWORK A theoretical framework basically lays down the guidelines for the research work. The concepts, theories, cases, models etc used for the presentation of the research are basically explained for understanding the study being carried out. In this dissertation, a few theories and models will be reviewed and discussed. Consumer Behaviour Consumer behaviour is a very widely studied subject in the field of marketing. Without consumers, it is very difficult for businesses of any sort to function normally. Consumers are the raison-d-etre for a business mere existence. The business may be based on profit or it might also be a non-profit organization. The field of consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Consumer behaviour mainly sheds light on how consumers decide to spend their various resources like time, money etc on various products so as to meet their needs and requirements. Consumer behaviour encompasses study of what, when, why and where the consumers will buy their products. It also focuses on how often the consumers use the products. Furthermore, it also sheds light on how the consumers evaluate the products after the purchase and the effect of evaluations on their future purchases. From the marketing point of view, it is very important to understand the consumer well and to attend to their needs, wants and demands to be successful. A consumer is the centre of attention in case of most marketing techniques; after all, it is the consumers a business needs to run. In the case of organic fruits and vegetables, a consumer might decide to buy it for its benefits on health or the environment or maybe because of the advertising for it is good. There are various factors that affect the consumer decision making process which is also discussed further. Models of Consumer Choice: The Cognitive model: When consumers make an important purchase for the first time, they may reflect on alternatives and discuss pros and cons with others with the intention of securing benefits and avoiding costs. This model is sometimes called the extended-problem solving model. (East, Wright and Vanhuele, 2008) The Reinforcement Model: Choice is controlled by factors in the environment that reward and facilitate some alternatives more than others. Managerial control is achieved by changing the consumers situation. However, what is rewarding to some persons may not be so to others and this limits influence. (East, Wright and Vanhuele , 2008) The habit model: Choice is controlled by managing stimuli (brand name, logo, pack features, etc) that have become associated with a product as a result of past purchases. Sometimes this is called stimulus control. (East, Wright and Vanhuele, 2008) Consumer Behaviour models: The purpose of consumer behaviour models is to provide description, explanation and prediction of purchase behaviour. At the same time the models provide a conceptual framework and so help researchers to set up and test new ideas so as to give even better explanations and predictions of behaviour. On the positive side, these models do help to organize research results and to demonstrate the complexity of decision processes involved in even a simple purchase, such as a can of soup in the local supermarket. On the negative side most of the models can be criticized as providing no more than a description of a range of influencing variables. There are four main clusters of factors that have an effect on purchase behaviour. They are political, economic and technical; cultural and social; psychological; and marketing influences. (Bareham, 1995) Theories make it easier to understand a concept as they outline causes and effects that are possible and what to anticipate provided the input (the happening circumstance) is given. In most cases, it is easy to analyze whether practical situations are normal and acceptable with the help of proven time tested theories. Marketing segmentation The market is divided into different groups or segments based on their needs, tastes, income, and a lot of other criteria. Marketing segmentation is based on a lot of research and important factors to suit the needs and purposes. Some of the marketing segmentation is as follows: Geographic segmentation: This involves segmenting the market by location on the assumption that people living in one location will have similar needs, wants and preferences and these will differ significantly from people living in other locations. There are some obvious limits to this assumption. People all over the world drink Coca-cola and buy Japanese electronic goods for instance. When you think about it from the viewpoint of the consumer, most buying behaviour is actually local. Localized consumer behaviour is often expressed through the presence of a significantly large cultural or sub cultural group that is different from the main stream. There are also geographically based differences between consumers for reasons that are more complex or obscure. It is not immediately obvious why some sections of consumers have different behaviour than the other sections. But knowing that, they will do, can be important to the marketing strategy. Demographic segmentation: Demographic segmentation deals with the many ways if statistically categorizing all the people in a national population. For example, a national population can be divided into subgroups based on age, sex, income, education, occupation, social class, family size, race and religion. In a sense, there are also different ways of looking at the same individual consumer, because of course we belong to each of these groups. Different aspects of our identity will be relevant to different products at different times. Baby foods can only be marketed to parents of young children, for example and a middle-class, middle aged, middle income, middle manager is more likely to be in the market for an exercise bike than a motor bike. Some of the important specifics of demographic segmentation are Age: Age is perhaps the most frequently used demographic variable in marketing segmentation. One reason for this is that the lifecycle has been divided up by society into what seem to be easily recognizable groups that are clearly differentiated from one another- infants, children, teenagers, young adults and so on. Sex: Dividing the market into male and female segments is another frequently used strategy. But even here, the old marketing certainties are breaking down. It used to be a safe bet for marketers to target do-it-yourself products exclusively at men and supermarket shopping at women. But with the larger increase in single occupant hose-holds and one parent families (most of them female), many more women are buying things that men would do if they were in a family. In addition, more women than men buy for other consumers. Socio-economic status: A persons socio economic status is determined by education, income and occupation. Though there are many exceptions of course, these are three factors often in alignment. More highly educated people tend to do managerial and professional jobs that bring a relatively high income, and vice-versa. For obvious reasons most marketers are more interested in people with high socio economic status rather than low. Income is often considered the most important variable in this case because it is so easy to quantify and because it dictates entry to certain markets. But income by itself can be very misleading. Psychological segmentation: The attempt to come up with a practical form of consumer profile has concentrated on three areas of behaviour: activities, interests, and opinions. Segmentation by usage: This form of segmentation is based on information about volume and frequency of purchase for a given product. It is a popular way of segmentation of markets because there is a lot of readily available information about patterns of usage for most goods and services. In fact, with so many transactions now electronically recorded, a great deal more of data is available than is actually used. Perhaps the most familiar usage data is provided by the electronic point of sale (EPOS) used by supermarket checkouts. Not only are all the purchased items listed, together with their prices, but so is the date and exact time of purchase and the method of payment used. Segmentation by benefit: This form of market segmentation is based on knowledge of the benefits that consumers seek from that particular product. The task of the marketer is to include the appropriate characteristics- or the impression of them in the design of particular goods or services. In a sense this kind of segmentation is at the entire marketing concept find out what people want and provide it for them. Segmentation is very important for a firm or an industry to market its products strategically and for it to be a success. In the case of organic fuits and vegetables, it comes under the category of food which is a basic necessity and therefore would appeal to and include a lot many segments in the markets. In this research study we are considering only the United Kingdom and India. So geographically these two countries are covered. Demographically the middle aged and the older people will be targeted age wise, both sexes, and the middle class and upper class levels will be targeted according to the socio economic status segmentation. Since the middle aged and older people usually are the ones who go shopping for fruits and vegetables, they are targeted age wise, both men and women shop for it, and when it comes to socio economic status, the middle and the upper income groups are targeted as organic fruits and vegetables are more expensive than conventional fruits and vegetables. Many shoppers especially in India will give up the idea of buying food when it comes to the price factor that is not acceptable for them. That is the reason why the middle and upper income groups are aimed at here. Most people both in India and United Kingdom consume fruits and vegetables everyday. In India, no meal is complete without fruits or vegetables and in the United Kingdom, people are encouraged to consume fruits and vegetables everyday with the healthy 5 a day concept though it is already a staple portion of a healthy meal. These segments are most suitable for being aimed at for marketing of organic fruits and vegetables and therefore they are the target segments. Decision making process There exist a number of factors which affect the consumer decision making process. Each of the factors has many sub-factors. Communication Situation The situation in which the consumer receives information about a product or service influences the buying decision of the consumer. For example, in the case of organic fruits and vegetables, an advertisement speaking about the bad impacts of the chemicals used in conventional foods right when the buyer is suffering from food poisoning might influence the consumer to buy food that is healthier and does not involve the usage of chemicals responsible for food poisoning and therefore influence the consumer to go in for purchase of organic fruits and vegetables in future. Purchase situation: The situation involved while a consumer is out to purchase will influence the buying process of the consumer. For example, a very health conscious friend is out with a consumer shopping for food, the friends suggestions of low cholesterol, high fiber food items will influence the consumer to buy healthier food products. Situations like when the consumer is very hungry and shopping for food might make the consumer end up purchasing food items that the consumer might have a craving for right then. Usage situation: Marketers need to understand the usage situations for which the products are meant. Using this knowledge, marketers can communicate how their products create consumer satisfaction in each relevant usage situation. For example, a recent study found that consuming 1.5 cup servings of oat based cereal a day could lower cholesterol. To increase sales, a Cheerios ad depicted the advantages of it. Disposition Situation Some consumers consider the case of disposition an important attribute towards the buying decision process. For example, if there was a rule stating that all the particular products from a household should only be disposed off at a particular point for a locality which is open only for a fixed time in the weekends, or they would be fined heavily, there would be a large decrease in the sales of that product. Situational characteristics Physical surroundings such as dà ©cor, sounds, aromas, lighting, weather and configurations of merchandise or other materials surrounding the stimulus object influences the buyer. Also, social surroundings, temporal perspectives, task definition And antecedent states influence the buyer decision making process. The marketer should influence these factors as largely as possible to influence the buyer in a favorable way to appeal to the customers. How decisions are made by people: The obvious point about decisions worth spelling out is that we are constantly making them. Form the moment we get up in the morning we are faced with deciding what to wear and what to have for breakfast and we make decisions throughout the rest of the day. Indeed we normally make so many decisions in the course of the day, every day, that only rarely do we realize that in fact we are making a decision. Decisions are just part of the business of living our lives, and are taken for granted. Rationality: Rationality is what you and I would like to think we use when making a decision. Moreover, we like to believe we are rational in both the psychological and the economic senses of the world. Psychologically, we make objective, dispassionate choices that are not influenced by prejudice or other irrational influences. Economically, we find out all the information there is on each of the alternatives, assess the advantages and disadvantages of each, and then choose the best one on the basis of a cost-benefit analysis. Most decisions are made in a state of incomplete information. Heuristics: A heuristic is simply a procedure or method or strategy for solving a problem or making a decision. It is similar to an algorithm, a procedure widely used in science, except that and algorithm is guaranteed to find the solution, or the best solution, whereas a heuristic is not. Perhaps, then it would be better for us to think of a heuristic as a rule-of-thumb. That is, a heuristic may be a good place to start if faced with a decision and it may provide a reasonable guide in the search for a solution, but no more than that. A heuristic may therefore be helpful, but it might also lead us totally astray. The reason we need heuristics when making decisions is simply that the world we live in turns us into misers-cognitive misers. Three forms of heuristic that psychologists have identified in the way people make decision: the representative heuristic, the attitude heuristic and the availability heuristic. Every step taken by anyone would require a decision to be made be it whether to put your right foot forward or your left, to eat spinach or a burger and so on. Some are taken with our conscious effort and some with our sub-conscious mind. When it comes to purchasing organic fruits and vegetables, a number of decisions need to be taken. For that matter the purchase making decision of any product is made based on several factors. For example, in the case of buying organic food, a consumer might think if he really needs to shell out 10% extra for a kg of organic onions or whether he is really doing himself any good by consuming organic potatoes. Questions such as these are answered in a heuristic pattern which leads to the purchase of organic fruits and vegetables or otherwise. Attitudes: The study of attitudes is one of the most intensively researched areas of psychology. Although there are over 100 different definitions of the term, a widely accepted definition of attitude would be: A stable, long lasting, learned predisposition to respond to certain things in a certain way. The concept has a cognitive (belief) aspect, an affective (feeling) aspect, and a conative (action) aspect. Characteristics and components of attitudes: Like a proprietary pain killer, attitudes contain not one, not two, but three active ingredients which are the cognitive component, the affective component, and the conative component. The cognitive component is mainly concerned with a consumers opinions about the products properties, for example whether it is crunchy, chewy, whether the price is reasonable, or whether the packaging is informative. The affective component deals with the consumers feelings about the products properties, for example if it is appealing or if it is un-appealing, is it liked or disliked? The conative component relates to the consumers likely behaviour in relation to the product. Sources of attitudes: The three main sources of attitudes are family, peers, and direct experience. Attitudes and behaviour: The commonsense notion that knowing someones attitudes towards a product will inform you of the likelihood of their buying it is quite a useful rule-of-thumbfor practical purposes. It is certainly