Eating Behaviour and Perceptions of Body Image in School

Eating Behaviour and Perceptions of Body Image in School Eating behavior and perception of body image in school children Background Body dissatisfaction, which is defined as the discrepancy between perceived and ideal body image, can start during childhood (Smolak 2004) and can lead to eating and weight problems in adolescence (Stice 2002; McKnight 2003). Specifically, Stice 2002 reported that when an adolescent presents with body dissatisfaction the probability of engaging to dieting and eating habits that are precursors of eating disorders was increased. Besides that body dissatisfaction was linked to bulimia (Stice 2002). Moreover, McKnight 2003 suggested that school children who presented with thinner preoccupation were in greater risk of developing an eating disorder (McKnight 2003). In addition, body dissatisfaction has been associated with obesity, since obesity is an eating disorder risk factor (Fairburn, Welch et al. 1997; Mustillo, Worthman et al. 2003) and body image is a moderator of the risk of developing eating disorders (Dounchis, Hayden et al. 2001). Except from body dissatisfaction, eating proble ms in early childhood can lead to eating disorders in adolescence and early adulthood (Kotler, Cohen et al. 2001). A number of studies have focused on the relationship between eating styles that precede the development of eating disorders, and the perception of body image in various age groups like school children, adolescents and university students and have reported that individuals with high EAT and ChEAT scores were more likely to choose a thinner ideal body image and consequently had body dissatisfaction (Edlund, Halvarsson et al. 1996; Nishizawa, Kida et al. 2003; Gonà §alves, Silva et al. 2012; del Mar Bibiloni, Pich et al. 2013; Kutlu and Civi 2013). In more detail, Kutlu and Civi (2013) investigated the association between symptoms of eating disorders and body perception by using the Eating Attitude Test (EAT-40) in university students and found that individuals who perceived themselves obese reported higher scores in the EAT-40 and thus demonstrated a relation between eating disorders and body image perception. Similar results were presented in a study that investigated the association between self-physique and symptoms of anorexia nevrosa in high school individuals in Japan and showed that students with an eating disorder often chose the thinnest ideal body image when compared to the students who did not have an eating disorder (Nishizawa, Kida et al. 2003). Additionally, Edlund et al. 1996 investigated the relation between the ChEAT, DEBQ questionnaires and body image in school girls and observed that girls with high ChEAT scores were more likely to diet and engage to restrained eating and these girls had a higher discrepancy between ideal and perceived body image. Other studies have focused on eating behaviors like restrained and emotional eating and the relation with perception of body image (Kapka-Skrzypczak 2012; Wiedemann and Saules 2013; Ohara, Kato et al. 2014). Ohara et al. 2014 investigated the association between eating behavior, by using the DEBQ questionnaire, and discrepancy of body image in Japanese university students and suggested that restrained eating was negatively associated with body dissatisfaction in both males and females. In addition, university female students with emotional eating had higher levels of discrepancy of body image. This pattern was not observed in males (Ohara, Kato et al. 2014). Wiedemann and Saules (2013) suggested that the positive association between emotional eating and weight problem perception, another term for body image perception, could be explained by the fact that individuals that perceive themselves as overweight engage to emotional eating because they experience strong emotions like anger, d epression or anxiety more often than individuals who are satisfied with their body image. Kapka-Skrzypczak (2012) studied the relationship between dietary habits in adolescents and young adults and reported that students that weren’t on a diet were more satisfied with their body image as compared to students that tried to lose weight. Another important fact that arises from the existing literature is that the majority of studies are cross-sectional and examine the association between eating disorders symptoms or eating behavior and body dissatisfaction in a specific point in time. This results in a lack of longitudinal data studying the exact pathway that connects eating behavior and the discrepancy between perceived and ideal body image. Moreover, most of the studies that were found during the literature search included adolescents and university students and only two studies investigated this relationship in school children (Edlund, Halvarsson et al. 1996; Gonà §alves, Silva et al. 2012). Therefore, the objective of this study is to explore the association between eating behavior of school children (9 year old), reported by mothers, and the discrepancy of body image. For this purpose data from the Generation R study will be used. Additionally, eating behavior will be assessed by the Children’s Eating Beh aviour Questionnaire (CEBQ) and the perception of body image by the Children’s Body Image Scale (CBIS). In conclusion, future studies should focus on younger ages, between 4-9 years old, because currently it is not known whether the association that is demonstrated by the aforementioned studies for adolescents and university students is present at this age group too. Furthermore, longitudinal studies investigating whether eating behavior of preschool children is a predictor of the perception of body image are needed and besides the individual and parental factors, sociocultural factors should be taken into consideration. Generation R Generation R is a population-based prospective cohort study from fetal life to young adulthood (Jaddoe, van Duijn et al. 2012). This study aims to investigate the causes (environmental and genetic) and the pathway that contribute to a normal or abnormal growth and consequently the state of health throughout fetal life, childhood and adulthood. In Generation R there are certain areas of research interest: maternal health, growth and physical development, behavioral and cognitive development, respiratory health and allergies, diseases in childhood, and health and healthcare for children and their parents. Generation R invited all pregnant women living in Rotterdam and were expected to deliver between April 2002 and January 2006. Furthermore, follow-up studies included children born by mothers that participated in the study. Participants had to sign a written informed consent in order to be able to participate in the study. Physical examinations and questionnaires were included in the a ssessments, where the majority (86%) of the questionnaires were filled out by parents. Generation R has been approved by the Medical Ethical Committee of the Erasmus Medical Center, Rotterdam. More information and details of Generation R can be found elsewhere (Jaddoe, van Duijn et al. 2012). Children’s Eating Behaviour Questionnaire (CEBQ) The CEBQ was developed in order to assess the eating behavior of children and study which eating styles lead to obesity and overweight (Wardle, Guthrie et al. 2001). Children’s eating behavior is reported by parents and consists of 8 eating behavior items: food responsiveness, enjoyment of food, emotional overeating, desire to drink, satiety responsiveness, emotional undereating and fussiness. In order to measure these items a 5-point Likert scale is used and ranges from 1 to 5, where 1 denoted â€Å"never† and 5 â€Å"always† (Wardle, Guthrie et al. 2001). Children’s Body Image Scale (CBIS) The CBIS is an instrument that is used to assess the perception of body size in children (Truby and Paxton 2002). CBIS consists of 7 figures which have different versions for males and females. These 7 figures range from the thinnest body shape to the fattest (3rd to 97th NCHS percentiles) (Truby and Paxton 2002). Usually, children have to choose between these 7 figures the one that represents the perceived and the one that denotes the ideal body image. Covariates Child BMI, gender, ethnicity, maternal BMI and education will be included in the regression analysis as potential confounding variables (Gonà §alves, Silva et al. 2012; Baillie and Copeland 2013; Bergmeier, Skouteris et al. 2014; Sukariyah and Sidani 2014). It has been demonstrated that female high school students had higher scores on emotional eating and binge eating than males (Sukariyah and Sidani 2014). Additionally, Baile and Copeland (2013) observed that women had higher score on the Body Shape Questionnaire. An different pattern was reported in Goncalves et al. (2012), where boys who were not satisfied with their body image had higher score in the ChEAT questionnaire, a pattern that was not seen in girls who participated in the same study. Moreover, another study in Korean adolescents found that males had higher percentage of body image distortion and thus were in greater risk of developing an eating disorder than females (Hyun, Jung et al. 2014). BMI has been associated with body image dissatisfaction, since individuals with a higher BMI are more likely to be dissatisfied with their body image and engage to restrained eating (Jones and Crawford 2005; OHaver, Melnyk et al. 2009; Gonà §alves, Silva et al. 2012). Furthermore, differences in the magnitude of body image dissatisfaction concerning ethnicity have been suggested by some studies (Gluck and Geliebter 2002; Baillie and Copeland 2013). Glunk and Geliebter (2002) reported that Caucasians and Asians had a higher discrepancy of body image than African Americans and Caucasians scored higher on the eating disorder questionnaire than Asians and African Americans. Baillie and Copeland (2013) observed that Caucasians had a greater body dissatisfaction with their body image than Chinese but no differences were found concerning the scores on the eating disorder questionnaire (EAT-26). Lastly, maternal BMI and education have been associated with food fussiness in children (Bergmeier, Skouteris et al. 2014). Besides that, Goncalves et al. (2012) found that higher maternal BMI was associated with higher scores on the ChEAT questionnaire. Research question(s) Is there an association between eating behavior and the discrepancy between perceived and ideal body image? In case an association is present, which items from the CEBQ questionnaire are related with the discrepancy between perceived and ideal body image? Hypothesis This study will not be based on a specific hypothesis. Instead an exploration of the association between eating behavior and discrepancy of body image will be conducted in 9 year old children from the Generation R study. Methods Subjects In this study data were collected from both mothers and their children. Firstly, mothers provided information on their child’s eating behavior by filling out the CEBQ questionnaire, when their children were at the age of 9. Secondly, children at the age of 9 filled out the CBIS for the assessment of the perception of body image. In total data from approximately 4000 children are available at this point. Statistical Analysis CBIS provides ordinal data but usually it is treated as interval data (Collins 1991). From the CBIS questionnaire the variable discrepancy of body image will be created. Discrepancy of body image is defined as the difference of perceived-ideal body image. Plots to check whether the variables of interest are normally distributed will be done. Descriptive statistics will be performed for eating behavior items and body image (ideal, perceived and discrepancy of perceived-ideal) (mean scores and standard deviations). For this purpose statistical tests, parametric (ANOVA, χ2) and non-parametric tests for not normally distributed data will be done. Check correlation between confounding variables, eating behavior and body perception. Multiple linear regression will be performed where eating behavior (in the form of CEBQ scores) will be the outcome variable and discrepancy of body perception will be the independent/explanatory variable. Sensitivity analysis will be performed for the participants that didn’t have any missing values, in order to check whether individuals with missing data are different from individuals without missing data. Multiple imputation techniques will be used in order to check for missing data and avoid bias. Statistics SPSS 21 Period of thesis/internship 1 April 2015 – 31 August 2015 Investigation scheme: 1-24/04: Conducting literature search and writing research proposal 27/04-01/05: First acquaintance with dataset 04-08/05: Preparation of data analysis 11/05-05/06: Statistical Analysis and writing part of the report 08-12/06: Interpretation of results for the data analysis 15/06-22/07: Writing report 23/07-09/08 Holidays 10-17/08: Correcting and improving manuscript 18-21/08: Outline and submit report 24-31/08: Preparation of presentation and presentation References Baillie, L. E. and A. L. Copeland (2013). Disordered eating and body image in Chinese and Caucasian students in the United States. Eating Behaviors 14(3): 314-319. Bergmeier, H., H. Skouteris, et al. (2014). Child temperament and maternal predictors of preschool children’s eating and body mass index. A prospective study. Appetite 74(0): 125-132. Collins, M. E. (1991). Body figure perceptions and preferences among preadolescent children. International Journal of Eating Disorders 10(2): 199-208. del Mar Bibiloni, M., J. Pich, et al. (2013). Body image and eating patterns among adolescents. BMC public health 13(1): 1104. Dounchis, J. Z., H. A. Hayden, et al. (2001). Obesity, body image, and eating disorders in ethnically diverse children and adolescents. Body image, eating disorders, and obesity in youth: Assessment, prevention, and treatment: 67-98. Edlund, B., K. Halvarsson, et al. (1996). Eating Behaviours, and Attitudes to Eating, Dieting, and Body Image in 7à ¢Ã¢â€š ¬Ã‚ yearà ¢Ã¢â€š ¬Ã‚ old Swedish Girls. European Eating Disorders Review 4(1): 40-53. Fairburn, C. G., S. L. Welch, et al. (1997). Risk factors for bulimia nervosa: A community-based case-control study. Archives of General psychiatry 54(6): 509-517. Gluck, M. E. and A. Geliebter (2002). Racial/ethnic differences in body image and eating behaviors. Eating behaviors 3(2): 143-151. Gonà §alves, S., M. Silva, et al. (2012). Disordered eating among preadolescent boys and girls: the relationship with child and maternal variables. Nutrients 4(4): 273-285. Hyun, M.-Y., Y.-E. Jung, et al. (2014). Factors associated with body image distortion in Korean adolescents. Neuropsychiatric disease and treatment 10: 797. Jaddoe, V. W. V., C. M. van Duijn, et al. (2012). The Generation R Study: design and cohort update 2012. European journal of epidemiology 27(9): 739-756. Jones, D. C. and J. K. Crawford (2005). Adolescent boys and body image: Weight and muscularity concerns as dual pathways to body dissatisfaction. Journal of Youth and Adolescence 34(6): 629-636. Kapka-Skrzypczak, L. (2012). Dietary habits and body image perception among Polish adolescents and young adults-a population based study. Annals of Agricultural and Environmental Medicine 19(2). Kotler, L. A., P. Cohen, et al. (2001). Longitudinal relationships between childhood, adolescent, and adult eating disorders. Journal of the American Academy of Child Adolescent Psychiatry 40(12): 1434-1440. Kutlu, R. and S. Civi (2013). Evaluation of eating habits, body perception and depression status of university students. Gulhane Medical Journal 55(3): 196-202. McKnight, I. (2003). Risk factors for the onset of eating disorders in adolescent girls: results of the McKnight longitudinal risk factor study. American Journal of Psychiatry 160(2): 248-254. Mustillo, S., C. Worthman, et al. (2003). Obesity and psychiatric disorder: developmental trajectories. Pediatrics 111(4): 851-859. Nishizawa, Y., K. Kida, et al. (2003). Perception of selfà ¢Ã¢â€š ¬Ã‚ physique and eating behavior of high school students in Japan. Psychiatry and clinical neurosciences 57(2): 189-196. OHaver, J., B. M. Melnyk, et al. (2009). The Relationship of Perceived and Actual Weight in Minority Adolescents. Journal of Pediatric Nursing 24(6): 474-480. Ohara, K., Y. Kato, et al. (2014). Eating behavior and perception of body shape in Japanese university students. Eating and Weight Disorders-Studies on Anorexia, Bulimia and Obesity 19(4): 461-468. Smolak, L. (2004). Body image in children and adolescents: where do we go from here? Body image 1(1): 15-28. Stice, E. (2002). Risk and maintenance factors for eating pathology: a meta-analytic review. Psychological bulletin 128(5): 825. Sukariyah, M. B. and R. A. Sidani (2014). Prevalence of and Gender Differences in Weight, Body, and Eating Related Perceptions among Lebanese High School Students: Implications for School Counseling. Procedia-Social and Behavioral Sciences 159: 184-191. Truby, H. and S. J. Paxton (2002). Development of the childrens body image scale. British Journal of Clinical Psychology 41(2): 185-203. Wardle, J., C. A. Guthrie, et al. (2001). Development of the childrens eating behaviour questionnaire. Journal of Child Psychology and Psychiatry 42(07): 963-970. Wiedemann, A. A. and K. K. Saules (2013). The relationship between emotional eating and weight problem perception is not a function of body mass index or depression. Eating behaviors 14(4): 525-528. 1

WORKPLACE CO-OPERATIVE PROJECT REPORT :: Education

WORKPLACE CO-OPERATIVE PROJECT REPORT As part of the Workplace Co-operative Project (WPCP) I was expected to participate in sixty hours worth of classroom experience and this report provides a summary of this time. Throughout the duration of the WPCP I kept a journal of my feelings and thoughts, which I make reference to in highlighting what I feel to be the key aspects of my placement in the commentary. Firstly I provide a concise report of my participation in the Workplace Co-operative Project, stating the aims, approaches, methods and outcomes of my placement. AIMS The aim of my placement was to introduce the Geography Department at Lawnswood High School to the Internet as a geographical resource, specifically to:  · Locate and review topic based sites for classroom use  · Create specific Internet based exercises  · Display the benefits of the internet as a geographical resource for both pupils and staff APPROACH The approach was deductive in nature, assuming that the Internet is indeed a valuable geographical resource and that achieving the aims specified above would prove this. My approach was also pragmatic consisting of a basic process of trial and error in investigating websites that could potentially be used as part of learning and teaching geography. Due to the nature of the WPCP the approach was interactive, meaning that I tackled the challenge of the aforementioned aims by having continuous interaction with pupils and staff. METHOD I identified a series of useful topic based websites, which I explored with different age groups in order to collect data on different topics for classroom projects. In addition I collated and reviewed a selection of sites that can be used in teaching and learning each and every one of the twenty four units that make up the Key Stage 3 syllabus In respect to the second aim I created a number of worksheets that asked pupils to explore the website of the Meteorological office. These can be seen in the appendix of the pack of materials. The bulk of the method was to produce this pack that also displays the benefits and methods of Internet use for younger students, older students and staff, as well as covering elements of each aim. OUTCOMES The main outcome of my placement was the creation of a pack that allows staff and students alike to make better use of the Internet. It introduces them to the idea of the Internet as a geographical resource and demonstrates how easily it can be incorporated into classroom teaching and how essential it can be to various elements of the education/learning system. In producing this pack and the work carried out at the school I feel I have successfully achieved the aims that were established at the

Marketing and Refrigerators

MARKETING PROJECT BIMM(PGDM-A) GROUP MEMBERS: * BHOOMIKA JOSHI * HIRAL SAVLA * PRIYANKA VARDANI * SWATI DIXIT * SHRUTI SANCHETI * SNEHA UPADHAYA * RUMPA SARKAR INDIAN REFRIGERATOR INDUSTRY (MARKET ANALYSIS) Refrigerator market in India Refrigerators have been manufactured in India since 1950s. Till the 1980s players like Godrej , Kelvinator , Allwyn & Voltas controlled almost 90% of the market. Earlier the white goods sector was categorized as a luxury goods industry and was subject to oppressive taxation & licensing. The situation changed after the liberalization of the Indian economy in the early 1990s.The government removed all restrictions and now there is no restriction on foreign investments and licences are no longer required. Post-liberalization , a number of foreign companies entered the market and many domestic players also diversified into refrigerators. BPL & VIDEOCON who already had a presence in the consumer electronics market leveraged their strengths to en ter the durables sector. The refrigerator, today, quite simply is an indispensable item of everyday use. The refrigerator market has registered almost 40% growth over the last 4 years – from 3. 3million units in 2004/05 to 4. million units in 2008/09. With growing disposable incomes and a low penetration level for the category (34% even in urban India), the market is set to explode in the coming five years. The present scenario in India is that refrigerators have the most aspirational value after televisions. This shows that the growth rate of refrigerator is high. Today refrigerators are being manufactured in two basic designs which are: a) Direct Cool Refrigerator b) Frost Free Refrigerator In these two designs of refrigerators, the direct cool design market is much more than the expensive frost-free models.Although the growth is marginal in the direct cool models, the major factor for its growth is the availability of low priced models. Indian refrigerator market is valued at Rs 4000 crore. Refrigerators hold only 16% of consumer durable market that is valued at around Rs. 20,000-25,000 crore in India. Its market is growing at the rate of 7-8% annually. MAJOR BRANDS OF REFRIGERATORS IN INDIA: * Akai Refrigerators| * Allwyn Refrigerators| * BPL Refrigerators| * Daewoo Refrigerators| * Electrolux Refrigerators| * Frigidaire Refrigerators| * GE Refrigerators| * Godrej Refrigerators| Hitachi Refrigerators| * Kelvinator Refrigerators| * LG Refrigerators| Whirlpool Refrigerators| * Samsung Refrigerators| Sharp Refrigerators| * Siemens Refrigerators| * Videocon Refrigerators| * Voltas Refrigerators| * | SWOT analysis for Indian Refrigerator Industry Strengths: 1. Presence of established distribution networks in both urban and rural areas 2. Presence of well-known brands 3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector. Weaknesses 1. Demand is seasonal and is high during festive seasonal 2.Demand is dependent on good monsoons 3. Poor government spending on infrastructure 4. Low purchasing power of consumers Opportunities : 1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. Unexploited rural market 3. Rapid urbanization 4. Increase in income levels, i. e. increase in purchasing power of consumers 5. Easy availability of finance Threats: 1. Higher import duties on raw materials imposed in the Budget 2007-08 2. Cheap imports from Singapore, China and other Asian countries COMPETITIVE FORCES IN INDIAN REFRIGERATOR INDUSTRY:The model of pure competition implies that risk-adjusted rates of return should be constant across firms and industries. However, numerous economic studies have affirmed that different industries can sustain different levels of profitability; part of this difference is explained by industry structure. Refrigerators constitute the second largest product segment within the Indian consumer durables sectors in Ind ia. On the basis of Michael Porter’s five forces model an industry faces the following competitive forces: Diagram of Porter's 5 Forces | SUPPLIER POWER Supplier concentration Importance of volume to supplierDifferentiation of inputs Impact of inputs on cost or differentiation Switching costs of firms in the industry Presence of substitute inputs Threat of forward integration Cost relative to total purchases in industry|   | BARRIERS TO ENTRY Absolute cost advantages Proprietary learning curve Access to inputs Government policy Economies of scale Capital requirements Brand identity Switching costs Access to distribution Expected retaliation Proprietary products| | THREAT OF SUBSTITUTES -Switching costs -Buyer inclination to substitute -Price-performance trade-off of substitutes| | BUYER POWER Bargaining leverageBuyer volume Buyer information Brand identity Price sensitivity Threat of backward integration Product differentiation Buyer concentration vs. indusry. Substitutes a vailable Buyers' incentives| DEGREE OF RIVALRY -Exit barriers -Industry concentration -Fixed costs/Value added -Industry growth -Intermittent overcapacity -Product differences -Switching costs -Brand identity -Diversity of rivals -Corporate stakes| Designing Competitive Strategies of Refrigerators: A market with competition may typically be occupied by: * MARKET LEADER- LG (29. 4%) * MARKET CHALLANGER- WHIRLPOOL (25%) * MARKET FOLLOWER- GODREJ (22%) MARKET NICHES- HAIER (5%) MARKET LEADER (LG) STRATEGIES: LG marketing strategy is to increase its market share. LG's new strategy aims to focus on the premium segment of the market that fetches greater margins as opposed to volumes. The company claims this will benefit its consumers, channel partners and stakeholders as it focuses on products that drive rapid growth and lead in their brand category to create value for customers. In India for more than a decade now, LG is the market leader in consumer durables and recognized as a leading technology innovator in the information technology.LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. Indian challenges The challenges faced by LG when it entered the market in 1995 were: †¢ Low brand awareness about LG in India. †¢ One of the last MNCs to enter India. (Samsung, Sony ;amp; Panasonic entered in 1995 ;amp; LG in 1997. ) †¢ High import duty. †¢ Competition from local players and other multinational companies in the consumer Electronics segment †¢ Price sensitiveness of Indian consumers Factors for success:Innovative marketing strategies (pre-emptive defense) To make itself a known brand in this sector, LG has taken innovative marketing and promotional initiatives: †¢ Launch of new technologies in the sector. It has state of art, R;amp;D labs in Pune and Bangalore. (position defense) LG with its motive of â€Å"life’s good† Regional channel strategy and wide distribution network LG has adopted the regional distribution model in India. All the distributors work directly with the company. This has resulted in quicker rotation of stocks, and better penetration into the B, C, and D class markets.LG also follows the strategy of stock rotation, rather than dumping stocks on channel partners. LG has over 46 branch offices and another 110 area offices across the country. LG had set a target of developing 2,000 dealers in 2004, in addition to the existing 3,000 dealers all over India. LG MARKET SEGMENTATION: Market segmentation can be done on the basis of : * Geographic segmentation: Region: all metro cities and suburbs. * Demographic segmentation: Family size: 1-2, 3-4, 5+ Gender: male, female. Income: 3, 00, 000Rs and above. Social class: working class, middle class and upper middle class. Psychographic segmentation: Lifestyle: culture oriented, health oriented. * Behavioural segmentation: Occasio ns: festivals and regular occasions. Benefits: quality, service. Loyalty status: none, medium, strong, absolute. Readiness stage: unaware, aware, interested, desirous, intending to buy. LG MARKET TARGETING: * LG has targeted its market on the basis of the product that they are offering to the consumer, so they are following market specialization. * They are targeting: * Upper class segment * Upper end * They are targeting to those consumer who are more concern of style product. Their product is more of upper mid class and premium segment, their target audience are those consumers, who want quality product as the best price. * LG is now going to shift over to mid class segment and want to mass market their product. LG MARKET POSITIONING SRATEGY: * With the tagline Life’s Good ,LG positioning is to differentiate their products on the basis of technology which appealed to the consumer on the basis of health benefits. * With the tagline ‘Life’s Good’ its corpo rate philosophy to make people’s lives better, convenient and healthier. * Their positioning strategy is technologically intelligent and futuristic. As they are in upper and premium segment, so they are featuring that their brand is young, vibrant and premium. * They are talking about the value and changing lifestyles in their positioning strategy. LG PRODUCT RANGE LG refrigerators are divided into three categories :- 1. Single door refrigerators 2. Double door refrigerators 3. Side by side refrigerators Different models available under each category are :- 1. SINGLE DOOR REFRIGERATORS (price range varies from9400 to 15800 Rs) * 27O Lts – GL- 281 (3models) * 235 LTS – GL -245 (5models) * 215 LTS – GL 225 (4 models) ;amp; models ) 185 LTS – GL 195 (6 models) 2. DOUBLE DOOR REFRIGERATORS (price range varies from 14750 to 60900 Rs) * 604 LT – GR M712YSQ * 559 LT – GR B652YSP * 491 LT – GL 548 (2) * 466 LT – GL 528 (3) * 422 LT – GL 478 (2) * 390 LT – GL 405 (2) ;amp; GL 408 (2) * 350 LT – GL 365 (2) ;amp; GL 368 (3) * 320 LT – GL 335 (4) ;amp; 338 (2) * 290 LT – GL 305 (3) ;amp; GL308 (2) * 260 LT – GL 27 (2), GL 275 (3) ;amp; GL 278 * 240 LT – GL258 (3), GL 255 (3) ;amp; GL 254 3. SIDE-BY-SIDE REFRIGERATOR ( price range varies from 58000 to 175000 Rs) * 721 LT – GR P267BTB * 693 LT – GR P247JHM/ CSP 567 LT – GCP227 (3) * 581 LT – GCB21 (2) * 567 LT – GC L217 (2) MARKET CHALLENGER (WHIRLPOOL) STRATEGY With 25% market share whirlpool is the Market challenger for the refrigerator Market: Whirlpool’s international outlook was initiated in 1958 when it entered Brazil, but it was the ‘80’s that marked the beginning of Whirlpool’s aggressive strategy to be a world-wide competitor. India was identified as a growth market in late ‘80’s when Whirlpool Corporation entered into a joint vent ure agreement with TVS group to produce automatic washers at a plant set up in Pondicherry.This was a modest beginning was made to establish the Whirlpool brand in India. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the Refrigerator market in India. In late 1995 majority ownership was gained in the TVS joint venture and the two entities were merged to form Whirlpool of India Limited in 1996. Housewives: The advertising tagline is ‘Your magic in Homemaking’, which inspires the Indian housewife to buy its product. 6th sense cooling: 6th sense cooling is the patent technology of whirlpool, with which it is trying to capture market share of the Indian refrigerator market.Economy: Whirlpool has understood Indian market very closely and has been launching products as per the requirement of the customer from different segments. Whirlpool segmented the market mainly on the basis of price and capacity. Price has been kept keeping the needs and wants of the customer and product is designed such that it is feasible to every customer. Whirlpool has segmented its refrigerators under three segment: WHIRLPOOL MARKET SEGMENTATION: a)Geographic segmentation: Region: all metro cities and suburbs areas. b) Demographic segmentation: Family size: 1-2, 3-4, 5+ Gender: male, female.Income: 1,50,000Rs and above. Social class: working class, middle class and upper middle class. c)Psychographic segmentation: Lifestyle: culture oriented d)Behavioural segmentation: Occasions: festivals and regular occasions. Benefits: quality, service, economically viable Loyalty status: none, medium, strong, absolute. Readiness stage: unaware, aware, interested, desirous, intending to buy. WHIRLPOOL MARKET TARGETING STRATEGY: * Whirlpool through its advertisements has been trying to target the housewives, trying to portray as a partner in homemaking. Hence, the prime target consumer for Whirlpool is Housewives. Whirlpool main targeting strategy is to p rovide economically viable household products. * They are also targeting in terms of capacity and usage nature of the consumers. Like they have different refrigerators for consumers with requirements of not very big capacities, i. e. Households, Small Shopkeepers and Bachelors etc, then different refrigerators for the middle class consumers who has average amount of income to dispose and different for the upper class or high class consumers, which includes people with high income and also industries which requires storage capacity of more than 310 Lts.WHIRLPOOL MARKET POSITIONING STRATEGY: Whirlpool has been trying to position itself as partner in homemaking. This has been pretty much evident from the advertisements of Whirlpool. Whirlpool’s advertising tagline is ‘Your magic in Homemaking’. This is Whirlpool’s advertising tagline. Whirlpool’s earlier tagline was â€Å"You ;amp; Whirlpool. The world’s best homemakers. † It has been evo lved to reflect the changed homemaker of today versus the yesteryears. Through Whirlpool’s intensive consumer research Whirlpool found that today’s homemaker believes in having everything perfect at home and takes pride in having achieved it!She has begun to look for that something exceptional, something additional in all the brands she chooses to help her achieve that. Whirlpool, as the brand that partners to this demanding homemaker of today, call this quality of hers as ‘magic’ and wish to be the home appliance brand that helps her create her â€Å"magic in homemaking†. Hence the new tagline â€Å"Your’s magic in the homemaking†. MARKET FOLLOWER (GODREJ) SRATEGY: The Godrej have always believed in the innovation. It has always emphasized on the development of new technologies. It invests large amount of its time and energy in R;amp;D.It goal towards strengthening its presence in the market by introducing higher performance refrigera tors for providing maximum benefit to consumers. The follower, Godrej is an adapter while following the leaders in the market. It has imitated the commercial refrigeration technique i. e. , direct cooling from the leader of the market but on the other hand it is the India's first complete range of refrigerators with â€Å"5 Star Energy Rating. † By launching an entire range of 5 Star Rated Refrigerators, it has raised the bar on product efficiency while delivering the best monetary value for the consumers.Thus it is successfully and efficiently moving towards its goal. Godrej marketing segmentation: a)Geographic segmentation: Region: all metro cities and suburbs areas. b) Demographic segmentation: Family size: 1-2, 3-4, 5+ Gender: male, female. Income: 1,50,000Rs and above. Social class: working class, middle class and upper middle class. c) Psychographic segmentation: Lifestyle: culture oriented d) Behavioural segmentation: Occasions: festivals and regular occasions. Benefit s: service, economically viable Loyalty status: none, medium, strong, absolute.Readiness stage: unaware, aware, interested, desirous, intending to buy. GODREJ TARGETING STRATEGY: Godrej produces wide range of refrigerators to cater to the different demands of different type of users. In each category, it produces large number of models. Each model has different features and different capacities. While purchasing a refrigerator, determine your requirements and preferences. Godrej refrigerators are designed to have very attractive looks and designs. They have very sleek and stylish frame. They can fit into even small flats and homes.These refrigerators are available in various colors, styles and sizes. Apart from exterior designing, the interior of the Godrej refrigerators is designed ergonomically to offer great convenience of use, so they are targeting middle and working class customers who desires stylish yet economically viable products. They have also introduced 5 star energy rat ing, it is the first complete range of refrigerators with five star rating. Therefore, they are taking steps toward energy saving and providing more economically viable products, by becoming environment friendly.GODREJ POSITIONING STRATEGY: The tagline of Godrej is ‘Brighter Living’. Godrej says that the only thing cooler than our fridges is the Kulfi we stash in our freezers. With several firsts : swivel, a humidity jog dial, freezer air-current design – Godrej refrigerators have not only stood the test time they have also run head to head in the race with modernity. Godrej EON fridges are available in a host of dashing colors to go with decor and mood. There are polybag suspenders to hang up veggies in fridge.So every day, they are trying to make the world brighter place, with their services and also cooler. Therefore, goes with their tagline brighter living. MARKET NICHER (HAIER) STRATEGY: It is quality price specialist as Haier operates at the highest end of the market. Haier’s strategy mainly concentrates on their constant efforts towards internationalization. Several Chinese manufacturers who entered India priced their products low by compromising on quality, thinking that Indian consumers preferred to buy low priced irrespective of their quality.This gave Indian consumers the impression that anything â€Å"made in China† would be cheap and of poor quality, but Haier break this Indian mentality by introducing high price product for upper premium class only, not compromising on the terms of quality. HAIER MARKET SEGMENTATION: a)Geographic segmentation: Region: all metro cities and urban areas. b) Demographic segmentation: Family size: 1-2, 3-4, 5+ Gender: male, female. Income: 8,00,000Rs and above. Social class: upper middle class, Upper lower class and upper-upper class. c) Psychographic segmentation: Lifestyle: culture oriented ) Behavioral segmentation: Occasions: festivals and regular occasions. Benefits: service, qua lity oriented. Loyalty status: strong, absolute. Readiness stage: unaware, aware, interested, desirous, intending to buy. HAIER TARGETING STRATEGY: Their targeting strategy is more customer-oriented. Haier understands the consumer needs better and reflects that in consumer offerings. It is a manifestation of today’s young couple’s lifestyle which connotes speed, style and togetherness. It targets upper premium segment by manufacturing wine coolers in the society.It is the niche segment in the Indian society as the use of the wines in the Indian houses is very less. Only few (very small in number as compared to the market) use the wines and thus Haier in the wine cooler segment caters the need of the only those customers that manufactures wine coolers (which are very few in the numbers with a particular unique demand) thus they are serving the niche segment. Hence their targeting strategy is to target upper premium segment. HAIER POSITIONING STRATEGY: Life is very invol ving and everyday it offers you new challenges.Haier has peeped into life and come up with ideas that make living enjoyable and joyous. The main brand Idea was that Haier products are Inspired by Life: this is now expressed as Inspired Living. There is also another perspective on Inspired Living. All Haier products are the result of closely studied actual usage patterns of home appliances, i. e. , inspired by everyday life. For example, Haier was the first to launch a Bottom Mounted Refrigerator in the country. It is based on a simple insight that refrigerator shelves are used far more often than the freezer shelf.So Haier has put the freezer at the bottom and refrigerator racks at convenient heights, so that you don’t have to bend your back frequently. As a late entrant into the category, Haier understands the consumer needs better and reflects that in consumer offerings. This is how they write the positioning statement: Haier is better than all other brands for easy adopter s because it offers them benefits that help them lead a better life as a result of our endeavour to understand life better and work technology around it.

Free Animal Testing Informative Essay

Free Animal Testing Informative Essay , animals will continue save our lives by theirs. Animal testing looks severe and leads to liberal killing of multiple innocent creatures, but it is inevitable evil. Animals lives in testing are that price we have to pay to be able to survive and save lives.

Struggles Of The Oppressed Woman Essays - Computer Access Control

Struggles Of The Oppressed Woman Essays - Computer Access Control Struggles of the Oppressed Woman Throughout history, society has constantly oppressed woman, making it harder for her to achieve what it is that she so desires. In modern day society, a female has to work twice as hard as a male does to reach the same desired goal. Stemming from our ancestor?s beliefs and morals that women belong in the home, these two compositions, written by Amy Tan and Lynn Bloom, illustrate these beliefs concerning the roles of the women in society. In both cases, the women involved write of their struggles and the ways in which each overcame them. Women are highly outnumbered as, professors governmental figures, doctors and many other prestigious positions. This fact alone exemplifies the struggles of a woman in society. Though the goals, the obstacles, and the situations were all different, the beliefs reflected by each author are very much alike. Amy Tan?s, The Red Candle, is the story of Amy?s upbringing, mainly concerning her marriage. In Taiyuanese society, women do not have much freedom concerning how they live. Having no control over the process of selecting a husband, Tan?s future husband is chosen at the age of two. Living in the strict Taiyuanese society, her life was carved in stone at an extremely early age. In her early years, all thoughts and actions were directed to the development of a good wife for her future husband. A contract was made, between the Tan?s and the Huangs, concerning the future of their children. Tyan-yu, Tan?s future husband, would have all of the power in the marriage, leaving Tan nothing but orders. How would a woman be able to live a life, which she has no control over? Being oppressed by her own society, how would Tan strive to gain control of her life? The one privilege that she desires is to have the control to gain what she wants and likes. These simple desires are exactly what Lynn Z. Bloom strives for also. Lynn Z. Bloom?s auto-biographical composition, Teaching College English As A Woman, reflects being a female college professor and the struggles that come with the task. Like Tan, Bloom was constantly rejected and oppressed while trying to attain what she desired. She had many obstacles to overcome in order to reach her goal of becoming a full time successful college professor. Knowing that she was well qualified and deserved certain positions, she fought back and ultimately overcame these obstacles, just as Tan. Amy Tan and Lynn Bloom were from totally different backrounds and had totally different goals to achieve. Though, almost every aspect of their lives was different they both had the same types of problems to overcome. The problems that they faced were many, but the one that they had in common was that of oppression. Being oppressed by their peers played integral parts in both of their lives. First starting when she was a baby, Tan experienced oppression her whole life. Never able to make her own decisions, having her life planned, without any consent, and being treated as a slave by the Huangs, were some of the reasons that Tan felt she had to overcome this oppression that imprisoned her. This imprisonment denied her of the person she wanted to be. Bloom experienced this same type of oppression, but on a much lower scale, in her quest of becoming a college English professor. Once earning her position of Teacher Assistant she came to realize that teaching as a woman has many disadvantages. She was often rejected from jobs that she knew she was qualified for, and even those that she landed had very tight restrictions. There are similarities in the restrictions that Bloom faced and the restrictions that Tan faced. Tan was allowed certain actions while other actions were not allowed; as is the case with Bloom, she was not allowed to voice her own opinion in her class, partly because she was a woman. Bloom talks about ?her voice? that she always ignored. She just accepted the way things were. Tan also accepted the way things were, never making what she knew was the right choice. Tan and Bloom were very much alike in that they were afraid of their superiors. They both thought they had no rights to act on their own and do as they feel. The two were also alike in the fact that they developed, over time, a very strong personality which helped them achieve their goals. Bloom had a demeaning, one sentence written recommendation, that she

Research paper The Apology of Socrates Example | Topics and Well Written Essays - 1250 words

The Apology of Socrates - Research Paper Example It is often said that Socrates acted unwisely in this defense and prior to the charges being brought against him because he purposely incited the wrath of many of the more powerful people of Athens. However, the defense he presents to the court suggests Socrates understood something more than normal men. His argument in the end is not that he didn’t break the law of Athens, but that he was acting in a necessary capacity for the development of the free and democratic society he understood Athens to be. The first charge brought against Socrates was that he was spreading sacrilegious ideas because he challenges other people’s beliefs. Socrates acknowledges these charges when he speaks against old enemies that have spoken falsely â€Å"telling of one Socrates, a wise man, who speculated about the heaven above, and searched into the earth beneath, and made the worse appear the better cause† (Apology: 944). His defense regarding sacrilege is based on the statement of the Oracle which once pronounced him the wisest man alive. Such a pronouncement caused him to take up a series of inquiries looking ‘into the heavens and earth’ to discover why that might be so. He points out this was a journey of discovery to learn why what they said was true. â€Å"At last I went to the artisans, for I was conscious that I knew nothing at all, as I may say, and I was sure that they knew many fine things; and here I was not mistaken, for they did know many things of which I was ignorant, and in this they certainly were wiser than I was. But I observed that even the good artisans fell into the same error as the poets; because they were good workmen they thought that they also knew all sorts of high matters, and this defect in them overshadowed their wisdom† (Apology: 947). Villa says this reveals that Socrates â€Å"obviously cared greatly for his city and fellow citizens† (2001: 39). His method was intended to open their minds to greater thought within a

Decriminalizing Drugs Essay Example | Topics and Well Written Essays - 1250 words

Decriminalizing Drugs - Essay Example Illegal drug use continues in the US despite numerous and aggressive enforcement strategies and legislation aimed at illegal drug sales and use (Reuter 512). In addition to illegal drugs, the rate of prescription drug misuse and addiction continues to rise, with Oxycontin being the most common of these drugs (Grau et al. 169). Regardless of whether the drugs are legal or illegal, drug use and addiction has many direct and indirect effects on society including health costs, crime rates, incarceration, rates, and high costs of enforcement and legislation (Reuter 514). However, as evidenced by the steady increase in drug use, current attempts at drug control do not seem to have any significant effect and are apparently not effective, making decriminalization a more effective alternative. An Argument against Decriminalizing or Legalizing Drugs In the article, â€Å"Against the Legalization of Heroin,† de Marneffe presents his argument as to why the United States should not legaliz e or decriminalize illegal drugs (34-40). The first reason he presents against the decriminalization or legalization of illegal drugs in the US is that it would surely lead to an increase in their use (34). While this premise is based solely on speculation and assumption, and not based on facts or evidence, it is the argument most commonly used by individuals opposing drug decriminalization or legalization in the US. De Marneffe continues the speculation by making the prediction that if drugs (i.e. heroin) were made legal in the US, all adolescents would begin their regular use which would have a detrimental effect on their achievement in the future and general wellbeing (36). This argument is based on the premise that life is especially difficult for adolescents and heroin use is pleasurable, so adolescents would use it regularly to deal with life in general (37). However, like the previously discussed argument, there are no facts or evidence to prove this. In the article, de Marneffe also argues that current drug laws and policies make using illegal drugs (i.e. heroin) more difficult and more expensive, make the drugs less available, reinforce the social norms against using them, and predictably reduce rates of illegal drug use (36). Again, as with his other arguments, there are no facts or evidence supporting this premise; and, the argument is based on speculation and assumption like the othe r arguments presented in the article (36-7). History of US Drug Laws Throughout the 19th century, illicit drugs such as opium, morphine, cocaine and heroin, were legal in the United States (Echegaray 1217). In 1914, the US Congress passed the first antinarcotics act, the Harrison Act, which was a law controlling the sale and distribution of certain drugs; however, the Harrison Act did not prohibit drugs entirely (1222). The Narcotic Drugs Importation and Export Act dealt with importing and exporting drugs and it was passed in 1922 (1223). By the 1950s, a number of laws were passed that prohibited or restricted using, selling or distributing drugs (i.e. cocaine, heroin) (1225). For example, the Boggs Amendment to the Harrison Act was passed in 1951, establishing a mandatory two-year sentence for convictions of first-time drug offenders; and, the Narcotics Control Act increased penalties for drug