Egyptian Art

They dedicated enormous resources to Egyptian rituals and the construction of temples. Because of their beliefs, they developed an exquisite and unique form of art. Their art works centered on their gods and the preparation for eternal life after death. They created sculptures, forms of pottery, paintings and hieroglyphs to decorate burial tombs for their eternal afterlife Journey. This civilization is the most well known for their monumental sculptures, but they also created small sculptures made of stone, wood, and bronze.These were often a suture of a human body with the head of an animal (falcons). They were also known for their astonishing pottery made out of clay which held images of animals, people, and last but not least; their gods. (Above, we can observe an image of the kneeling figure/sculpture of Hatchets. This image is located in page 67 or our eBook – Art: A Brief History. The actual sculpture can be found at the Metropolitan Museum of Art in New York). The great Sphinx of Gaza is probably one of the most mysterious monuments in the world today.The Great Sphinx is located near modern-day Cairo Egypt and is a lion with a man's head, which is thought to be the head of the Pharaoh Cheapen – the fourth king of the 4th Dynasty is believed to have been the brother or son of Cheeps, but the only problem is that there is no evidence that this temple was in fact built by Pharaoh Cheapen as there are no artifacts or identifying inscriptions of any kind. This isomorphic mythological figure has its origins in sculpted figures from Old Kingdom Egypt and it was the Greeks who named it â€Å"Sphinx† which in Greek hydrology meant: female monster or strangler.The Egyptians basically told us everything about them through their art. Their art revealed to us their beliefs and ways of life. Their art also revealed to us about economical and political changes of their time and so much more. References: Stoked, Coterie (2010). Art: A Brief History – 4th Edition. Pearson Education – up 56 – 75. Http://www. Schenectady. Org/humanities/art-history/art-history-400-c-e–ancient- cultures- 1 [ancient-Egypt/a/Egyptian-art http://www. Crystalline. Com/sphincters. HTML

Heat of neutralization Essay

Discussions: 1.Why theoretical value different from value obtained? It may heat loss to the surroundings. It may have parallax error during taking the reading. 2.Why is usually the cup used in this experiment made of polystyrene? To prevent heat loss to the surroundings because it is a heat insulator. 3.Why the heat of neutralization has a negative sign? The reaction gives out heat that results in the increase of temperature of the products formed. I. Discussion  During this experiment, the pressure in the lab will be constant or essentially constant. When pressure is constant, changes in energy (q) can be related to change in the enthalpy of reaction (ΔHrxn). 1  Energy changes accompany chemical reactions as original bonds are broken and new bonds are formed. Usually the energy change takes the form of heat. If heat is released from the reaction, the change in energy or enthalpy (∆H) is negative and the reaction is exothermic. Conversely, if heat is absorbed by the reaction, the enthalpy is positive and the reaction is endothermic. In this experiment you will measure the enthalpy (∆H) of an acid/base neutralization. A neutralization reaction occurs when acid and base combine to form water as shown in the example below. Overall Reaction: HCl (aq) + NaOH(aq) → NaCl(aq) + H2O(l) TIE: H + (aq) + Cl − (aq) + Na + (aq) + OH − (aq) → Na + (aq) + Cl − (aq) + H2O(l) or NIE: H + (aq) + OH − (aq) → H2O(l) Notice in the neutralization reaction above the Na + and Cl − ions, the spectator ions, remain unchanged. The only chemical reaction occurring is between the H + and OH − ions. Neutralization reactions have heat as a product since energy is released when H + and OH − form a H2O molecule. The heat flow, q, of a process like a chemical reaction can be studied by analyzing its heat exchange with its surroundings. The heat released by a system (a chemical reaction) is absorbed by its surroundings (often this is the solution). qrxn = qsystem = − qsurroundings The equation above says that the heat lost by the system is equal to, but of opposite sign from the heat gained by the surroundings. Thus if the heat change in the surroundings is measured then heat released by the chemical reaction can be calculated. Frequently, such a heat change measurement is done in an insulated container called a calorimeter. In a perfect calorimeter, all of the heat released by the chemical reaction would stay inside the calorimeter. Although our experimental setup utilizes a less  than perfect calorimeter, a â€Å"coffee-cup† calorimeter, the data collected is close to that for a perfect calorimeter. The heat flow into the reaction surroundings (solution), qsurroundings, from the neutralization reaction can be calculated using the following equation where m is the mass of the calorimeter contents, ∆T is the change in temperature, and Cs is the specific heat of the contents. We will assume that the solution in the calorimeter has the same physical properties as water, specifically that Cs = 4.184 J/g†¢Ã‚ °C. qsurroundings = m ∆T Cs In contrast when volume is constant, changes in energy (q) can be related to changes in the internal energy, ΔErxn.2 In this experiment the neutralization of sodium hydroxide (a strong base) with hydrochloric acid (a strong acid) and acetic acid (a weak acid) will be investigated. The base is present in slight excess and, therefore, the acid is the limiting reagent and determines the number of moles of acid and base reacting. Therefore, the heat flow from the reaction is: qrxn = ∆Hrxn (mol acid II. Objectives 1. To determine the enthalpy of neutralization of a strong base with a strong acid. 2. To determine the enthalpy of neutralization of a strong base with a weak acid. 3. To use Hess’ Law to determine the enthalpy of dissociation of the weak acid. III. Procedure – This lab is done is pairs. A. Preparation of Solutions 1. Each lab bench will need make the 0.5000 M acid solutions needed for this lab by diluting 1.000 M stock solutions of HCl and acetic acid. Read the label on the container to obtain the exact molarity of the acid solutions. It will be very close to 1.000M. Lab groups at each bench will share these solutions. 2. Each pair of students will need at least 120 mL of each acid. Accounting for errors and/or extra trials, a total volume of 500 mL of the 0.5000 M acids will be enough for 3 pairs of students. 3. The equipment available for the dilution includes 250.00 and 500.00 mL volumetric flasks. Your instructor will demonstrate how to perform the dilution. (Although volumetric glassware is not commonly used to make quantitative dilutions, the process is appropriate for the solutions used in this lab.) Recall the formula for dilution calculations: M1V1 = M2V2 For this dilution: M1 = 250.00 mL V1 = Molarity of the stock acid solution(known) M2, = Molarity of the dilute acid solution(solve for this – should be close to 0.5000 M) V2 = 500.00 mL 4. Include your dilution calculations in your lab book.

Victorain Realism vs Romanticism

This was reflected in the writing, which was more formal but eventually the writing began to develop an emotional strain. This led to writers focusing on pains of death and lost love, and towards the era of Romanticism http://www. Martinets. Was/timeless/enlightenment_age. HTML Throughout the sass and half of the sass, Europe was ravaged by religious wars. (lead to ration over tradition) http://www. Weeklies. Org/what-is-the-difference- between-romanticism-and-realism. HTML Romanticism and Realism are two opposing art style, where one focuses on idealism and the other on maintaining what is true.Romanticism glorified things, imagining characters with the ability to shape the destiny of an entire nation. Realist literature defined real life experiences of other people, and would highlight injustices in hope of bringing social change. Http:// Perez. Com/calculatedly/romanticism-vs.-realism/ Realist techniques involve a setting that relates to the author, and by a plot that uses ordinar y events. Protagonists and other characters are normal, but are defined by personal conflict, whether physical, mental, or emotional. Author places injustices of the time in plain view, and allows reader to form their own opinion.Realism would sometimes attack romantic ideas in their own work, in realist novels, characters make (and are defined by) their own choices, rather than Just reacting to choices that have already been made. Romanticism usually has circumstances considered out of the ordinary, plot development over character development, traumatized story. Http:// indefinites. Bloodspot. Ca/2013/05/romanticism-vs.-realism. HTML The second half of the century (after romanticism) was filled with many civil wars, and the industrial revolution which destroyed the middle class, effectively destroying the economy of Victorian London. Http://www. Essay. Du/dept/English/dismiss/room. Lit. Char. PDF Characteristics of romantic literature; 1 . ) Imagination and emotion more important t han reason and formal rules

Technology Impact Paper Essay Example | Topics and Well Written Essays - 1000 words - 1

Technology Impact Paper - Essay Example This technology gives one of the best opportunities to enlarge printing to commercial field. By sizing, newspaper linking can be removed and as a result the paper can be printed using the heat-set procedure. With the help of hypertext link one can update the many sources of information. This information can be as paper version into the online version. Hand crafting is done by electronic materials for instance many software support technical communicators in these tasks. Management comprises directing and controlling a group of one or more people or entities for the purpose of coordinating them towards completing a goal. Management function of controlling can be applied on the internet. It is directly applied and now it is going to be very famous for dynamic changes in electronic papers. The Internet has been in existence for almost two decades and began to extend into schools about 15 years ago, first into universities and then into schools. It helps the lecturers and students to enlarge learning. But these opportunities can be getting those who can access the internet and proper guidance of usage and getting knowledge from online pages. This process is not systematic in schools. There are many reason involve in this case; budgets; insufficient professional programs for lecturers; a lack of specific curriculum; and deficient training of teachers in technology. For Example Mr. Smith starts announcing to his students that this month they study the social studies chapter capitals of 50 states. He studied his classes for last 10 years. Then suddenly a student comes to Mr. Smith and turns on his laptop and connects the internet through wireless. Then that student says that look at this map of United States; if I clicks on this page then you can view the name of capital, its all images related to its states and capital building, history related to this city and states, all its resources related to nature and all it major industries. She says we should work online pages to get knowledge. We can also research on them. The entire student will help us to complete this work. In this way the students now get knowledge from internet more efficiently rather then impact paper. With the help of electronic mail and "surfing" for information with a browser, involve communicating with others and locating information, but the real power of the Web will come from people being better able to accomplish their "work," regardless of its focus. Chat sessions are a text-based version of synchronous collaboration, as are Multi-User Dungeons, Object-Oriented, or Multi-User Shared version, where a number of people participate simultaneously in a shared conversation or activity. Applications on the desktop for doing exciting

Human Resources Management Essay Example | Topics and Well Written Essays - 2000 words - 1

Human Resources Management - Essay Example Training is the most applicable tool that Tesco can use to educate its employees. The company must invest heavily on training and development process for motivational reasons. It is important to understand what make, satisfies or dissatisfies employees. Additionally, the company should carefully analyze and plan its training needs to have a tremendous influence and impact on the employee’s performance (McDowall & Mark 2010, p610). Tesco must establish the group that needs training, areas that need improvement, and the resources required for the training process to be effective. Indeed, companies that pay a great attention and invest a lot in their training and development process, often have the best results such as an increase in work performance, productivity, morale, and satisfaction just to name a few. Solutions to having the best training and development process depends more on the communication strategies used. In other words, communication must be the main drive to orga nizational development and encourages employees to generate and learn from one another. Some of the potential applications and strategies that Tesco may adopt to take full advantage of modern technology and enhance their training and development process might include the following. The most important strategy is the capacity or ability to broadcast messages from different offices across the world. The innovation of technology reduces the cost of international travel, thus allowing executives to be in meetings virtually and interact effectively (Cherniss, Grimm & Liautaud 2010, p415). With this, technology can be used to enhance communication in training and development by breaking distance barriers that may hinder effective interaction. Technology boosts communication process in the sense that, trainers do not have to travel in miles training trainees. The trainer only needs to record the message and send it to the company or the organization in need. Tesco should embrace this strat egy to boost its communication in training and development. For instance, the holographic technology is a potential technological tool that would benefit Tesco. Employers could use this technology to increase company meetings, internal communication and learning, and development. According to Kissack & Callahan (2010, p366), the systems of holographic technology is supplied by a projector or an LED screen that enhances reflected images on the onstage. The company should embrace this technology to enhance a great impact in communication process. Most companies experience challenges in getting their message across and understanding the people that need to learn. Thus, it is important to connect to people emotionally by making them understand what is expected of them in the workplace. The company must embrace the investment of technology such as holographic against the savings on international accommodations and flights. By utilizing the modern technology, Tesco’s employees woul d be more connected to learning process. Still, employers would be in a better position to enlist technologies that help them stay connected to experts across the globe. Instead of hiring experts to come and train the organization, Tesco would only need to broadcast messages by different experts and stay connected, enriched, and motivated

Death sentence Essay Example | Topics and Well Written Essays - 250 words

Death sentence - Essay Example Secondly, criminologists have shown that people who commit capital crimes such as murder do it at the ‘heat of the moment.’ Such crimes are not premeditated, and are usually committed as a result of stress or the influence of alcohol or other drugs. In committing crimes, the criminals are not in a stable mind state. Therefore, previous executions do not help in stopping an individual from committing crime. Thirdly, research has shown that life imprisonment is a better alternative for deterring crime compared to the death sentence. Persons serving a life sentence operate in a certain routine and are not a threat to society. Therefore, the death sentence does not have an additional effect in deterring crime (Ruppin, 2012). Finally, history and research have shown that violence is a learnt behavior, and therefore regardless of the severity of the punishment offered, such crimes will still be committed. The death sentence cannot help in stopping a behavior that is common to a given society or group. In conclusion, there is no evidence to prove that the death penalty helps to reduce crime, and therefore should be abolished. Efforts should be directed towards solving social problems such as drug

IT & Entrepreneurship (A) Coursework Example | Topics and Well Written Essays - 1750 words

IT & Entrepreneurship (A) - Coursework Example Workers have developed frequent absenteeism behavior whose impact has negatively affected business returns. Further, the management has witnessed massive customer complains on matters related to over-speeding and use of abusive language by drivers as well as other Company employees. Owing to the gravity of these problems, I opted to develop a business intelligence system that will track the entire business operations and send reports to the human resource department for action. The design was made by creating a link through which company workers would sign in whenever they report to work. I thought this would help monitor and curb late coming especially on the part of drivers. In order to manage the problem on work ethics among the drivers, I developed an intelligence tracking system to monitor over speeding and use of abusive language. The tracking system was fixed onto all vehicles in order to ensure that all conversations taking place inside the car is recorded and easily retrieve d whenever it was required. The data collected was useful in gathering and analyzing data that would be useful in undertaking major business decisions. I thought this was going to assist the executive make informed business decisions and better the company’s financial returns while enhancing sound behavior among its workforce. In order to store vital information that would guide decision making in future, I modified the system that would be in position to store knowledgeable information. This would help the management make reference should a similar problem arise in future. It was important for the developed system to keep and manage important information concerning daily business operations. This was particularly important in keeping information about potential competitors, customer problems, probable partners and internal business operations that would ensure effective decision making for improved returns. The system was designed in a manner that will integrate data about s trategies that might be taken by business competitors from which such decisions will be utilized to curb stiff competition will be made. Throughout the design process I made sure the system was able to incorporate upcoming technological innovations in order to remain updated all through. It also had the ability to not only gather the information but make good use of it. This was possible because the system could sift large volumes of data and process what was relevant translating it into useful information and knowledge from which pertinent actions could be carried based on the analysis. I made sure that this vital web based information resource combine the available resources under the disposal of Hope Taxi Company was utilized to give the company the best returns possible. Information collected throughout the journey could be collected and utilized immediately a complaint was launched by a customer. This fastened up cases involving abusive drivers as well as those who were fond of over-speeding while passengers were on transit. I was in a position to monitor the functionality and content of data collected more frequently whenever an alert showed up. The business intelligence system that I created resulted into operative excellence because it enhanced the efficiency and effectiveness of business operations. In addition, the design enabled business flexibility to change by collecting and

Law Case Study Example | Topics and Well Written Essays - 1250 words

Law - Case Study Example Had that been the case, the local animal charity should have either received the funds, or there should have been an agreement drawn up with that charity as to how the funds in the Fido Trust would be administered for their benefit. Instead, it appears clear that John and Sue intended to secure personal gain from their investment in the stock market. This was a clear conflict of interest, not only on Sue’s part because a relative was involved, but also on the part of John, who consented to such an unprofitable loan. The weight of the evidence is that placing the other half of the Fido Trust into the stock market was also intended to benefit John and Sue, rather than to benefit Mike’s dog and cat, as otherwise some arrangement would have been made with either the local animal charity or some other animal care service via using the interest earned on the Fido Trust solely for the proper care of the animals, as Mike intended. Using the funds otherwise would be a serious fr aud, perhaps more serious for John as a solicitor who would know the requirements of serving as a Trustee more than for Sue, a policewoman; but it still appears that Sue should have known that the purpose of the Fido Trust was violated. Compounding John’s abuse of the trust placed in him by Mike, we are told that John exercised his power of appointment over the residue of Mike’s estate in favor of himself, and then persuaded Mike’s son Ron, at 18 years of age, to surrender his life interest in the residual estate to John, a proposal which Ron should have strongly rejected. 3 Now, as to advising Ron, I would tell him the following: Ron, your interests have been grossly violated by John's handling of your father's estate

Land law Essay Example | Topics and Well Written Essays - 3000 words - 1

Land law - Essay Example contract for the sale of freehold land, there is a presumption that the contract will automatically include everything which legally constitutes â€Å"land†2. Accordingly, whether or not Ming was entitled to remove the sign depends on whether the sign can validly constitute land or whether it constituted a chattel, which doesn’t fall within the scope of â€Å"land†3. The classic definition of a fixture is anything which is physically (but not necessarily legally) removable and makes a permanent improvement to the land4. Conversely, a chattel is an item brought onto the land, which doesn’t become part of the land5. The general rule regarding fixtures is that whatever is attached to the soil becomes part of the soil6. In determining whether the sign is fixture or a chattel, it will be necessary to apply the two factual tests as extrapolated by Blackburn J in the case of Holland v Hodgson7, namely the degree of annexation test and the purpose of annexation test. The degree of annexation test requires that the object be fastened to or connected with the land in some way for there to be a presumption that it is a fixture8. For example, in the case of Hamp v Bygrave9 it was held that patio lights that were attached to the wall of the house were fixtures. Moreover, if an object is not fixed, but merely rests on its own weight, there will be a presumption that it is a chattel10. If we apply this by analogy to the current scenario, the sign had hung from a post, which if resting on its own weight will lead to a presumption of it being a chattel. However, the presumption can be rebutted on the basis of the purpose of the annexation test. In the case of Elitestone Limited v Morris11 Lord Clyde asserted that this test involved a consideration of â€Å"the purpose which the object is serving and not the purpose of the person who put it there12†. As such, the test is objective and is concerned with the intention of the person who put the object on the land. It further

Culturally Responsive Teaching in American Education Research Paper

Culturally Responsive Teaching in American Education - Research Paper Example Culturally responsive teaching is particularly important in the case of the USA. People from different backgrounds characterize the USA. Therefore, the students in a particular state experience a different culture from the student from a different state. The education in the different states is based on the culture of the region. The society in the USA is multi-racial with the intrusion of people from different countries. (Culture, n.d.). The presence of different races in society with their different backgrounds and culture has led to the importance of the culturally responsive teaching in the USA. The paper will deal with the importance of the culturally responsive teaching in the context of the USA. The modern world has been characterized by the globalization of the economy. The countries have come closer with the closeness in the economy and it is common nowadays to experience society as a multi-cultured one. People from a country moves to the other countries to integrate into the society. The people from the other countries bring some distinctive cultural traits with them, which become part of the society. The USA has become one of the most developed economies of the world. The development of the economy in the country attracted people across the world. They went to the USA to be part of the development and make them economically stable. The economy of USA offered an opportunity for all people in the world. The society of the USA has grown to become one of the most multicultural societies in the world with the influx of people from all over the world. The population of USA consists of people from different ethnic backgrounds. The Native Americans and the Alaskans are perhaps the oldest community in the country. Blacks are the descendants of the people from Africa. Many of the Blacks in the modern days came to the country in the days of slavery and the openness of the society and the economic development of the country convinced them to stay in the USA. The Black population in the country is projected to rise in the coming years.

Argument A Modest proposal Essay Example | Topics and Well Written Essays - 1000 words

Argument A Modest proposal - Essay Example Pretty much the same number of keep on calling themselves, say, Catholics, regardless of an admitted wariness toward its practices, so Smokers remain Smokers in light of the fact that theyve been Smokers for quite a long time, and they know no other way. On the other hand, the fundamental of this paper is to create how smoking is cool in an ironical viewpoint. Smoking is about the figment of flexibility. It is enjoyable to smoke decisively on the grounds that should not smoke, and in the event that you had any sense at all you wouldnt smoke. Much the same as different religions, confidence in the emancipator forces of Smoking must occur among the youthful; past the age of 21, a great many people are not looking for another religion. The individuals who are, are as prone to take up Smoking as whatever else ( Morgan, 2002, 34). The dream of opportunity is most capable among young people of middle school or secondary school age. You discover some mystery zone in the forested areas, or in the island of opportunity that is some smokers auto, and there you smoke, the lit cigarette in your mouth your identification of flexibility and disobedience. The initial 5 or 10 or 20 taste horrendous, or make you sick, yet this is similar to numerous grown-up gained tastes, from pickles to anchovies to liquor. Inside specific circles, Smoking is as infectious as yawning. Somebody lights up a smoke, inside two minutes, all are smoking cigarettes, their lights of opportunity. when not smoking then others are, and you yourself are a smoker, is to be forgotten, as well as to be a negligible inhaler of second-hand smoke, an aloof observer. Maybe it is, be that as it may, inconspicuously, an announcement of refraining, and subsequently a verifiable judgment. The Smokers may think—Why isnt he smoking?—pretty much as some meat-eaters are uncomfortable eating with vegans. The very restraint is an implied

Childrens literature Essay Example for Free

Childrens literature Essay Reading is one of the most important lifelong activities. Young children are connected with reading and books long before they actually know how to read. It starts when a child has the first book in his hand or when parents read to him from a book. It is a wonderful way for young children to spend time together with their parents. The interaction that is going on between a child and parent when they are reading together has some important components. One of them is predictability—as these activities usually occur on a regular schedule and follow a regular pattern of steps. Playfulness is evident as these activities are done for fun. Language is used to construct meaning and share ideas. The child gets opportunities to lead the activity, the parent is modeling language and reading behavior and together they develop their own jargon for many ideas. In this way parents intuitively use the lab method to teach their children about language, print, and books (Daniels, 1994, p. 37). A child understands that a book is connected with something pleasant for him and his important adults, something that makes them feel good. He understands the meaning of the word for an object long before he can say this word. Later he starts to understand that there are pictures and words in books and that they have some meaning. This is first step in developing reading abilities and love towards books. The joy of reading and love of books is crucial for each childs development it is measured not only in school success but also in meaningful social interactions. This has been a decade of technological advances. From iPods to electronic readers children are bombarded with electrical images and stimulations. But the surprising truth is that even with all the advances in electronics and gadgetry, reading to children and having them read is still one of the most important skills to give a child. Reading to a child can promote a child’s cerebral and emotional development. While any positive interaction between parent and child is helpful, reading is always a sure fire way to gain a positive foothold into a child’s life. Books open doors to new ideas, cultures and concepts. By reading to young children a parent helps instill a love of books in children and helps them want to read more. The internet is a great learning resource for children as well as adults but a good reading ability should come first and foremost. Without a strong reading capability a child is unable to use the internet to its full potential. The Parent’s Role in Fostering a Love of Reading A parent is a partner in the life of his or her child. Parents can instill a love of books and delight in wordplay, develop pre-reading skills and help children become accomplished independent readers. Listed below are several ways to incorporate a joy of reading in a child. †¢ Read to the child every day. Start as early as possible. Books on tape can also be utilized. †¢ Sing nursery rhymes and children’s songs. †¢ As early as possible help the children obtain a library card. †¢ Treat books as though they are special. †¢ Give books at Christmas, birthdays and as rewards. †¢ Let the child make picture books by cutting out pictures from magazines or pictures they colored and glue them into homemade books. †¢ Make sure the child sees the parent reading. It doesn’t have to be a book; reading newspapers, magazines, or even the back of a cereal box can provide an example. When reading aloud, read with expression and excitement. †¢ Give the child opportunities to write even if it is unreadable. †¢ Let the child tell a story that the parent writes down. When it is completed let the child illustrate the story. †¢ Let the child pick the story for story time. †¢ Let the child help parents cook following a recipe card or cookbook. Books Help Children Develop Vital Language Skills Reading is an important skill that needs to be developed in children. Not only is it necessary for survival in the world of schools and (later on) universities, but in adult life as well. The ability to learn about new subjects and find helpful information on anything from health problems and consumer protection to more academic research into science or the arts depends on the ability to read. The more children read, the better they become at reading. Its as simple as that. The more enjoyable the things they read are, the more theyll stick with them and develop the reading skills that theyll need for full access to information in their adult lives. Reading should be viewed as a pleasurable activity as a source of entertaining tales and useful and interesting factual information. The more young children are read to, the greater their interest in mastering reading. Reading out loud exposes children to proper grammar and phrasing. It enhances the development of their spoken language skills, their ability to express themselves verbally. Reading, by way of books, magazines or websites, exposes kids to new vocabulary. Even when they dont understand every new word, they absorb something from the context that may deepen their understanding of it the next time the word is encountered. When parents read aloud to children, the children also hear correct pronunciation as they see the words on the page, even if they cant yet read the words on their own. Reading Can Open Up New Worlds and Enrich Childrens Lives As mentioned above, reading opens doors doors to factual information about any subject on earth, practical or theoretical. Given the wealth of available resources such as Internet, libraries, schools and bookstores, if children can read well and if they see reading as a source of information, then for the rest of their lives they will have access to all of the accumulated knowledge of mankind, access to all of the great minds and ideas of the past and present. It truly is magic ! Through books, children can also learn about people and places from other parts of the world, improving their understanding of and concern for all of humanity. This, in turn, contributes towards our sense that we truly live in a global village and may help us bring about a more peaceful future for everyone. This can happen through nonfiction but, perhaps even more importantly, reading novels that are set in other places and time periods can give children a deeper understanding of others through identification with individual characters and their plights. Through stories and novels children can vicariously try out new experiences and test new ideas, with no negative consequences in their real lives. They can meet characters who theyll enjoy returning to for comforting and satisfying visits when they reread a cherished book or discover a sequel. Books also give kids the opportunity to flex their critical thinking skills in such areas as problem solving, the concepts of cause and effect, conflict resolution, and acceptance of responsibility for ones actions. Mysteries allow children to follow clues to their logical conclusions and to try to outguess the author. Even for very young children, a simple story with a repetitive refrain or a simple mystery to solve gives a confidence boost. Children can predict the patterns and successfully solve the riddles. Children are influenced by and imitate the world around them. While a steady diet of violent cartoons may have a detrimental effect on childrens development, carefully chosen stories and books can have a positive influence on children, sensitizing them to the needs of others. For example, books can encourage children to be more cooperative, to share with others, to be kind to animals, or to respect the natural environment. Reading Can Enhance Childrens Social Skills  Although reading is thought of as the quintessential solitary activity, in certain circumstances reading can be a socializing activity. For example, a parent or grandparent reading a story aloud, whether from a traditional printed book or from an ebook, can be a great opportunity for adult and child to share some quiet, relaxed quality time together away from the rush and stresses of the business of daily living. They share a few minutes of precious time, plus they share the ideas that are contained in the story. In addition, older children can be encouraged to read aloud to younger ones as a means of enhancing their relationship. At school or at a library story hour, books can bring children together and can be part of a positive shared experience. For some preschoolers this may be their primary opportunity to socialize and to learn how to behave around other children or how to sit quietly for a group activity. Make the most of this experience by encouraging children to talk about what theyve read or heard. Reading Can Improve Hand-Eye Coordination  It may sound funny, but ebooks can be a way for children to improve their fine motor skills and their hand-eye coordination, as they click around a childfriendly website or click the backward and forward buttons of online story pages. They may also be picking up valuable computer skills that theyll need in school and later in life. Reading Can Provide Children with Plenty of Good, Clean Fun Ive saved the most important point for last. Reading can provide children with endless hours of fun and entertainment. All of the pragmatic reasons above arent at all necessary to justify readings place in childrens lives. Stories can free up imaginations and open up exciting new worlds of fantasy or reality. They allow children to dream and may give them a good start on the road to viewing reading as a lifelong source of pleasure; so read to your young children every day. Inspire your older children to read. Give them access to plenty of reading material that theyll enjoy and discuss it with them. Sample everything traditional printed books and ebooks on Internet, classic childrens novels and fairy tales, as well as more modern stories. If a child wants to hear the same story over and over again, dont worry about it. Children take comfort from the familiarity and predictability of a beloved story that they know by heart. Theres no harm in that. Reread old favorites and, at the same time, introduce your children to new stories. Your childs mind and heart have room for both. So Reading Really Does Matter After All There are so many ways in which reading continues to be both a vital skill for children to master, and an important source of knowledge and pleasure that can last a lifetime. Nurture it in your children. Make the most of all the resources that are available and waiting for you: printed books, online books, magazines and so forth. Encourage follow-up activities involving creative writing skills and the arts, as well, so that your children can reflect upon or expand on what theyve absorbed and, at the same time, develop their own creativity. As you help your kids appreciate the magic of reading, youll find that theres a whole wonderful world full of childrens literature out there that you  can enjoy too.

Understanding Health Food Drink Consumers

Understanding Health Food Drink Consumers Health Food Drinks I. Problem definition 1.1 Background India, the worlds largest malt-based drinks market, accounts for 22% of the worlds retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick. The Health food drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at about 90,000 ton and is estimated to be growing at about 4%. These Malt beverages, though, are still an urban phenomenon. White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is the market leader in the white malt beverages category with a 60.7% overall market share. Heinzs Complan comes in second (in this segment, third overall) with a market share of 12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva. Currently, brown drinks (which are cocoa-based) continue to grow at the expense of white drinks like Horlicks and Complan. The share of brown drinks has increased from about 32% to 35% over the last five years. Cadburys Bournvita is the leader in the brown drink segment with a market share of around 15%. Other significant players are Nestlà ©s Milo and GCMMFs Nutramul. 1.2 Problem Statement The project had been undertaken with an objective to understand the customer behaviour in the â€Å"Health Food Drink (HFD)† product category. The objective of the study also included identifying the determinant purchase factors, the customer segments and the sources of information they rely on. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. The brand personality was also studied as a part of the project. II. Literature review Nutrition In India After 4 years of age, a childs energy needs per kilogram of bodyweight are decreasing but the actual amount of energy (calories) required increases, as the child gets older. From 5 years to adolescence, there is a period of slow but steady growth. Dietary intakes of some children may be less than recommended for iron, calcium, vitamins A and D and vitamin C, although in most cases -as long as the energy and protein intakes are adequate and a variety of foods, including fruit and vegetables, are eaten- deficiencies are unlikely. Regular meals and healthy snacks that include carbohydrate -rich foods, fruits and vegetables, dairy products, lean meats, fish, poultry, eggs, legumes and nuts should contribute to proper growth and development without supplying excessive energy to the diet. Children need to drink plenty of fluids, especially if it is hot or they are physically active. Water is obviously a good source of liquid and supplies fluid without calories. Variety is important in childrens diets and other sources of fluid such as milk and milk drinks, fruit juices can also be chosen to provide needed fluids. In India, each State is practically equivalent to a country with its specific socio-economic level, different ethnic groups, food habits, health infrastructures and communication facilities. Thus, the nutritional status of the population shows significant variation between states since it results from a varying combination of factors. In the last 20 years, there has been an improvement in the nutritional status of the Indian population. This improvement results from not only changes in food intake but also socio-economic factors, increased availability of potable water, lower morbidity and improvement of health facilities. In children under five years of age, the marked improvement in nutritional status is shown by the reduction of the prevalence of underweight from 63%, in the 1975-79 period to 53% in the 1988-90 period. The under-five mortality rate (U5MR), an important indicator of the socio-economic development, and health and nutritional status of a society, declined from 282% in 1962 to 115†° in 1994. However, a multitude of infectious diseases such as respiratory and intestinal infections as well as malaria remain the main cause of death in children under five, with malnutrition being an aggravating factor. Measles, tetanus, typhoid and hepatitis are also frequent causes of death during infancy and childhood. In the last 20 years, there have been no significant changes in patterns of dietary intake. Cereals remain the staple food in India providing most of the energy intake. Since the seventies the consumption of foods like pulses, roots and tubers has fallen, while those of other foods like sugar, jaggery (unrefined brown sugar), fats and oils and green leafy vegetables have slightly increased. The average Indian diet remains largely deficient in green leafy vegetables, meat, and fish, milk and milk products. Moreover, it also remains deficient in some micronutrients such as vitamin A, iodine and iron. Adolescents who are undergoing rapid growth and development are one of the nutritionally vulnerable groups who have not received the attention they deserve. In under-nourished children rapid growth during adolescence may increase the severity of under-nutrition. Early marriage and pregnancy will perpetuate both maternal and child under-nutrition. At the other end of spectrum among the affluent segment of population, adolescent obesity is increasingly becoming a problem. Pre-school children constitute the most nutritionally vulnerable segment of the population and their nutritional status is considered to be a sensitive indicator of community health and nutrition. Over the last two decades there has been some improvement in energy intake and substantial reduction in moderate and severe under- nutrition in pre- school children India has enormous under-nutrition and over-nutrition problems Asia has the largest number of malnourished children in the world. The Double Burden of Malnutrition in Asia was inspired by the massive challenge that this situation currently poses for Asia. It describes the main driving forces behind the groundswell of under-nutrition, while shedding light on the emerging double burden of co-existing underweight and overweight, and the linkages between these two different forms of malnutrition. There are two types of nutritional problems one is under-nutrition and another is over-nutrition. Emphasis should be given not only to food but also to care and health, the reason being that even if children in the age group of 0-2 years are able to get food, they may have mothers who do not have enough time to pay attention to their children. Similarly, if there is no health-guaranteeing environment, and children suffer from diarrhoeal diseases, no amount of food will help prevent malnutrition. Over-nutrition, on the other hand, means either too many calories or the wrong types of calories such as saturated fats or highly processed sugar that lead to obesity, vascular diseases, etc. Many developing countries have under-nutrition and those in Europe and North America have over- nutrition problems. There is this in-between category with countries like India that still have an enormous amount of under-nutrition and significant over-nutrition problems. In India, for instance, around 50 per cent of its children under the age of five are undernourished or malnourished. But in urban areas, the over-nutrition problem is shooting up, thanks to the change in lifestyle and food habits. As a result, health systems are under huge stress. When there is malnutrition, there is a higher level of lower birth rate. One in three babies born in India weigh significantly low because their mothers are undernourished. Some low-weight babies die and some survive and those who survive adapt to malnutrition and scarcity. That is, the biological adaptation is programmed to maximize every calorie the body gets. This adaptation that helped a malnourished baby survive suddenly turns out to be a mal-adaptation when the baby becomes an adult. The adult, who was malnourished in the past, gains extra weight even when he takes only normal amount of food because of the biological adaptation. Brand Loyalty Selling to brand loyal[1] customers is far less costly than converting new customers (Reichheld 1996, Rosenberg and Czepiel 1983)[i]. In addition, brand loyalty provides firms with tremendous competitive weapons. Brand loyal consumers are less price sensitive (Krishnamurthi and Raj 1991)[ii]. A strong consumer franchise gives manufacturers leverage with retailers (Aaker 1991) 1. And, loyalty reduces the sensitivity of consumers to marketplace offerings, which gives the firm time to respond to competitive moves (Aaker 1991) 1. In general, brand loyalty is a reflection of brand equity, which for many businesses is the largest single asset. Perhaps the most cited conceptual definition of brand loyalty comes from Jacoby and Chestnut (1978, p. 80)[iii]: â€Å"The biased, behavioral response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological (decision-making, evaluative) processes.† Consistent with this definition are two broad categories of operational definitions. The first stresses the â€Å"behavioral response, expressed over time†Ã¢â‚¬â€typically a series of purchases. As Day (1979) observed[iv], however, the major limitation of behavioral measures is the failure to identify motive and the resulting confusion between brand loyalty and other forms of repeat buying. The major alternative operational definition is based on consumer attitudes, preferences, and purchase intentions. These measures stress the cognitive â€Å"bias,† and the â€Å"psychological (decision-making evaluative) proc esses† underlying loyalty. Health Related Expenses KSA TECHNOPAK has conceived an innovative product called Health Outlook 2003, which provides strategic insights to consumer shopping and buying behavior. Apart from the consumer insights, complete health profiling is also done for providing derived disease incidence and prevalence in the country. This Pan Indian research model provides large research depths by covering about 10,000 households across cities like Chandigarh, Delhi, Jaipur, Lucknow, Ludhiana, Calcutta, Patna, Bangalore, Chennai, Cochin, Hyderabad, Madurai, Ahmedabad, Indore, Mumbai, Nagpur, Pune and Surat. The rich respondent profile includes SEC A, B and C giving a good coverage for demographic types. Health Outlook shows that health enjoys about 9.4 per cent share of the wallet of Indian consumer and is on the rise for the last three years. This spend includes health supplements, health drinks, doctors and consultants fees, medicines, medical insurance, regular check ups etc. About 91 per cent of this was out-of-pocket expense and only 9 per cent came from employers and insurance. Analysis of the consumers drug purchase behaviour shows that 59 per cent use old prescriptions and 29 per cent use over-the-counter drugs, meaning 88 cent of the consumers indulged in self-medication. Consumer attitudes to health drinks are mainly influenced by quality attributes. Ethical factors are important in some cases, but they may be overstated. The relationships between consumers awareness of health drink, price and perceived quality of food were investigated by tests involving series of consumer panels and sensory evaluation. Sensory responses were also matched to instrumental analysis data. Results indicated that overall there was no relation between panelists views about health drinks and their sensory perceptions. Eighty percent of the panelists felt that organic products were too expensive, but would buy them if they were cheaper. However the study showed that most of the people would not be likely to change their preference once they had made a product choice based upon sensory attributes. This has important implications, indicating that not only price, but also sensory quality of health drink must be considered in order to maintain repeated purchases by most consume rs. It is widely accepted that consumer acceptance of drinks is mainly determined by their sensory perception, while choice is strongly influenced by the perceived value for money. Ethical factors are important in some cases, but they may be overstated. Although comparisons between organic and conventional drinks have been reported for a range of attributes, measures of the quality of health drinks as perceived by consumers using objective sensory evaluation methods, or the relevance of any preconceptions in perception have not been studied. This study aimed to investigate the relationship of objective quality measurements including sensory attributes and consumer perception of organically and conventionally produced health drink products. About two thirds of the consumers that participated in the survey believed that health drink is good for the environment, and 55% thought that it is healthier. However there was some confusion relating to the use of pesticides and chemicals in that. Few consumers distinguished health drinks by appearance or taste. Buyers of health drinks were more likely to indicate that the appearance and taste are better, but environmental protection was still the dominant perceived benefit. Buyers who believe that health drink is better also think that it is expensive (p II. Approach to the problem Objective or theoretical framework The objective of this research is to identify the factors that influence a person into making a decision to buy a certain brand of malt-based health drink. As mentioned in the Literature Review, according to industry analysts, this category has grown only on promotions and for now, except for promotions, nothing seems to be working. Therefore, ideally, this research should be able to bring to the fore, certain other factors that could lead to a growth of this segment. At the very least, the research should corroborate the existing assumptions regarding the influencing factors. It should be in a position to verify that the steps various players are taking to stimulate volumes are in the right direction, and would eventually lead to an increase in market share. Research Questions I. What are the different â€Å"Customer Segments† depending upon the preferences? II. What is the perception of people towards the leading brands of Health Food Drinks? III. What are different factors that influence the customer when He/She buys a Health Food Drink? IV. Who are the major Influencers in the purchase decision of Health Food Drinks? Identification of information needed After fixing the objective, we started an extensive reading on the topic. The very first question we needed to clear in our mind was: â€Å"What does Health Food Drinks mean?† Therefore we narrowed down to the malt-based Health drinks like Bournvita and Horlicks. The subsequent readings helped us understand the consumer patterns and perceived needs of the consumers from a health drink. Depending upon that, we listed down several factors that can influence a consumer in buying or not buying a health drink. The study on â€Å"Consumer Behaviour† throws light on the prevalent consumer purchase influencers like Price, Nourishment, Palatability, and Packaging which are included in the purchase influence factors in the questionnaire The Literature on â€Å"Indian Nourishment† shows that the Indian consumer is getting more and more health conscious and thus there is huge potential for the health drinks in the Indian market. Nowadays there can be a number of sources that influence a family in buying a Health Drink. These sources can be promotions, Doctors Advice, Peer Group talks ( word of mouth) and choice of the children themselves. Since the malt-based health-drink segment is broadly divided into 2 categories brown (cocoa-based) and white, therefore it was decided to study the leading brands available in both these categories. We visited retail outlets in different parts of South Delhi to determine the most popular brands. We have assumed that brands that are most visible and widely available are the most popular, as retailers would stock only those brands that invoke maximum sales All identified factors were discussed and screened by the research team. In this process, factors that did not convey much, did not sound authentic or did not differ much from other factors were eliminated. III. Research Design The methodology followed for analyzing the consumer behavior of health food drink customers. 3.1 Preliminary Investigation This phase involved preliminary investigation of the various factors which could possibly affect the consumers perception about the various brands and in turn influence the purchase decisions of the consumer. We primarily used three methods to identify the various factors. The Secondary data gathered was analyzed to understand the current scenario of the Health drinks segment. The analysis of the secondary data also helped us find different attributes which affect the health drinks segment. 3.2 Collection of Quantitative data Measurement and Scaling Procedures: Non-Comparative Rating scale is used in which respondents evaluate only one object at a time, and for this reason noncomparative scales are often referred to as monadic scales. Noncomparative techniques consist of continuous and itemized rating scales. We have used continuous rating scale in order to rate the choices for purchase considerations and the sources of purchase decisions. Questionnaire Design: This phase involved the design of the questionnaire on the basis of the potential factors identified as influencing the customer behavior. Research problems were listed and then the information needed was identified. The questions were then prepared in order to fulfill the information requirements as identified earlier. Survey: Different Survey methods were used for collection of data. The principle method used was Personal Interviewing of the respondents. In-Home interviews were conducted by us at various locations in Delhi. We also did Mall Intercept at popular markets like Sarojini Nagar and Malviya Nagar. Due to the shortage of time, we conducted a few telephonic interviews to maintain diversity in data. 3.3 Sampling Process Target Population: The target population is the collection of elements or objects that process the information sought by the researcher and about which inferences are to be made. Our target population involves the users, deciders and buyers of health food drinks. The users include the old and the young population. The deciders and the buyers mostly include the house wives who buy the product from the market. Sample Size: It denotes the number of elements to be included in the study. Due to time constraints the sample size chosen is very small. Sampling Technique: A mixture of quota and stratified method was used for sampling, with care being taken to get responses from customers of different age groups and different family sizes. iv. Fieldwork The survey was conducted keeping in mind the users and deciders of the health drinks. The survey was conducted in the Paschim Vihar and Ranibagh Areas of Delhi. We made several trips to the local market (Sarojini Nagar and Malviya Nagar) and the nearby households to gather information from relevant people. V. Data Interpretation and Analysis 5.1 Data Analysis Plan This chapter shows how the information needed to answer the three key research questions have been extracted via the questionnaire. Q1 explicitly asked the respondents if a health drink is used in the family or by them. The questionnaire was not administered to the respondents that answered NO to this question. Such respondents have not been included in the sample size of 60 that has been mentioned. Q2 to Q6 of the questionnaire are used to get the general details about the respondent (age, educational qualification, annual income, family size and number of children in the family. Q4 explicitly asked the respondents about the size of the family and Q6 asked about the number of children in the respondents family. Q7 explicitly asks the brand preference of the respondent about the health drink. Q8 asks the respondents to rate the importance of the following purchase considerations on a scale of 1(Very unimportant) to 5 (Very Important): a) Nourishment b) Colour c) Palatability d) Economy e) Shelf-presence f) Packaging g) Brand Image h) Promotions These attributes were decided after a thorough secondary data analysis. However some of these attributes might have similar effect on the consumer preference. Therefore we conduct a factor analysis to find out the factors to which one or more of the above variables belong. Q9 asks the respondents to rate the Sources of Information influencing the Purchase Decision. The following sources were considered: a) Advertisement b) Children c) Doctor d) Family e) Past experience f) Retailer g) Word of mouth The respondents were asked to rank the factors in order of importance. Q10 ask the respondents to score each of the brands on the various product attributes on a scale of 1 5. Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were: a) Boost b) Bournvita c) Complan d) Horlicks e) Milo Q11 and Q12 are used to determine the brand loyalty of the respondent towards the health drink, thus asking the switching pattern of the users. Q13 in the Questionnaire attempts to find the Brand Personality by asking customers the perceived traits of each of the leading brands of health drinks available in the market today. It is very important to realize that these are not the attributes that the drink claims to possess, via its advertisements and other promotional activities. For e.g. Boost in its campaign claims that â€Å"Boost is the secret of my energy†, but rather the attributes the customer feels that the drink possesses. Therefore, if respondents identify spiritedness with Boost it would imply that Boost is successful in its marketing strategy. The responses to this question would also be important to other players in this segment, as they would realize that their promotions are not being effective and hence this would encourage them to redirect their marketing efforts. Apart from spiritedness, the other important traits have been identified as Modesty, Honesty, Cheerfulness, Boldness, Spiritedness, Reliabil ity, Sophistication, Toughness, and Ruggedness. 5.2 Methodology Questionnaire Checking/Editing: The questionnaire is checked for completion and interviewing quality. Editing is the review of the questionnaire with the objective of increasing accuracy and precision. Collation of Data: The data is collated in the excel sheet and prepared for statistical analysis. An SPSS view of the data was also taken for further analysis. Choice of Statistical Analysis Techniques: T-statistic: A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors or sources of information to find out the most important influencing the purchasing decision. T-test was also conducted on the various product attributes for different brands. Anova: It is carried to study the variance of the factors or product attributes that influence the most among the various demographic groups by conducting the one way Anova test on the scores of these 8 factors. Factor Analysis: The various variables that denote the product attributes that determine the purchasing decision can be actually factored using factor analysis. This factoring of the variables helps in easily studying the consumer behaviour. Cluster Analysis: The set of respondents was segmented on the basis of the demographic information namely ‘age-group, ‘income-group, ‘education, ‘family size etc using cluster analysis so as to identify the distinct clusters depending upon these demographic factors. Multi Dimensional Scaling: This analysis was performed on the overall samples as well as on the 2 segments individually so as to gauge the difference in their perceptions. The selection process depends on the fact that it is conducted on the aggregate level data, i.e. that on the two clusters formed after cluster analysis. This is due to the fact that all market strategies are typically formulated at the segment or aggregate level. 5.3 Analysis and Interpretation Sources of Information influencing the Purchase Decision h) Advertisement i) Children j) Doctor k) Family l) Past experience m) Retailer n) Word of mouth The respondents were asked to rank the factors in order of importance. A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors. The results of the test are as shown in the Exhibit 1. We can say from the results that there is a significant difference between the ranks of the factors with a 95% confidence. The two most important factors that emerge out of the tests overall are the â€Å"Family doctor† and the influence of the â€Å"Family†. This finding is an important implication for product placement. We can say that the health food drinks should appeal to the complete family rather than only a particular age group. Doctors can also be an important influencer or opinion leader and hence should be targeted in the product promotions. Some products have been promoting their products using comparative advertisements including testifications by the doctors. A second test can be conducted in the same manner taking only the cases where the people are having kids in the family. The results are shown in the Exhibit 2. We observe that the two most important factors differ from the first scenario. The two most important factors that emerge out of the test are â€Å"Family Doctor† and â€Å"Advertisement†. Thus it can be concluded that advertisements have an important influence on the families having kids or in turn the kids. This can be easily observed from the large number of advertisements directed towards the well being of kids. Product Attributes Influencing the Purchase Decision The following product attributes were identified as influencing the purchase decisions of the customers: a) Nourishment b) Colour c) Palatability d) Economy e) Shelf-presence f) Packaging g) Brand Image h) Promotions The respondents were asked to score the importance of the factors on a scale of 1 to 5, with 5 being the most important. A t-test was conducted on the scores of the factors in order to find the most important factors. The t-test shows there is a significant difference between the scores of the various factors with a 95% confidence. The results of the test are shown in Exhibit 3. We observe from the results that the two most important product attributes in making a purchase decision are the â€Å"Palatability† and the â€Å"Nourishment† perception in the minds of the customers. These factors turn out to be the same irrespective of whether there are children in the family or not. We then study the variance of these factors among various demographic groups by conducting the one way Anova test on the scores of these 8 factors. We studied the variance of the mean scores of these attributes among the various groups differentiated by the following factors:- a) Income b) Education c) Age d) Family size The results of the Anova tests which were conducted on the data are as shown in the Exhibits 4-7. We observe that there are no significant differences in the scores of the product attributes in different groups as classified by â€Å"Income†, â€Å"Education† and â€Å"Family size† within a 95% confidence interval. However there is a significant different on the â€Å"Nourishment† and â€Å"Economy† product attributes of health food drinks. As is observed from the mean scores, the â€Å"Nourishment† aspect becomes particularly important for people above the age of 60. It is also important for people who are young in age i.e. less than 20. However it does not seem to be very significant for people in the age group 33- 45. The factor analysis of these attributes is done in the following section. Factor Analysis of Purchase Considerations The factor analysis of the 8 product attributes yields the following 3 factors: Factor I: Promotion, Shelf-Presence, Packaging Economy Factor II: Palatability, Brand Factor III: Nourishment, Colour (For the output of factor analysis, refer to exhibit 8.) As factor I encompass the accessibility and affordability of the product, it can be termed as ‘Purchase Feasibility. As factor II encompass the palatability and brand value of the product, it can be termed as ‘Likeability. As factor III encompass the nutritional value and colour, an indicator of quality, of the product, it can be termed as ‘Utility. Customer Segmentation The set of respondents was segmented on the basis of the demographic information namely ‘age-group, ‘income-group, ‘education, ‘family size etc. The cluster analysis on these demographic variables yields the following 2 clusters: * Cluster 1: The members are almost uniformly distributed across all age segments except under-20 in which no member lies. However, the family size is large than 3 for all the members and a majority of members having 1-2 child in the family. The cluster size is 27 respondents. * Cluster 2: All the members in this cluster are less than the age of 32 yrs, with the majority being less than 20 yrs. Around 90% of the members were either single or couple thus suggesting that the members were either students, or bachelor/newly-married young working professionals. The cluster size is 30 respondents. * As the consumption in cluster 2 would be lower than the large families comprising kids older persons because of less health concerns and preference for alternative beverages, the price sensitivity of cluster 2 would be low while cluster 1 is concerned about economy. (For output of cluster analysis, refer to Exhibit 9). Thus, cluster 1 could be termed as ‘value-seekers while cluster 2 could be termed as ‘quality-seekers. Different Brands on Product Attributes Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were: f) Boost g) Bournvita h) Complan i) Horlicks j) Milo The respondents were asked to score each of the brands on the various product attributes on a scale of 1 5. T-test was conducted on the various product attributes for different brands. The results have been shown in Exhibit 11. The number of respondents who were consuming the various brands is as shown in the pie chart. As we can observe from the graph, Bournvita is found to be the leading brand closely followed by Horlicks, while the other brands do not have a large taking from our survey. The results of the various brands on different attributes are as follows: a) Nourishment: Horlicks scores well above all the b Understanding Health Food Drink Consumers Understanding Health Food Drink Consumers Health Food Drinks I. Problem definition 1.1 Background India, the worlds largest malt-based drinks market, accounts for 22% of the worlds retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick. The Health food drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at about 90,000 ton and is estimated to be growing at about 4%. These Malt beverages, though, are still an urban phenomenon. White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is the market leader in the white malt beverages category with a 60.7% overall market share. Heinzs Complan comes in second (in this segment, third overall) with a market share of 12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva. Currently, brown drinks (which are cocoa-based) continue to grow at the expense of white drinks like Horlicks and Complan. The share of brown drinks has increased from about 32% to 35% over the last five years. Cadburys Bournvita is the leader in the brown drink segment with a market share of around 15%. Other significant players are Nestlà ©s Milo and GCMMFs Nutramul. 1.2 Problem Statement The project had been undertaken with an objective to understand the customer behaviour in the â€Å"Health Food Drink (HFD)† product category. The objective of the study also included identifying the determinant purchase factors, the customer segments and the sources of information they rely on. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. The brand personality was also studied as a part of the project. II. Literature review Nutrition In India After 4 years of age, a childs energy needs per kilogram of bodyweight are decreasing but the actual amount of energy (calories) required increases, as the child gets older. From 5 years to adolescence, there is a period of slow but steady growth. Dietary intakes of some children may be less than recommended for iron, calcium, vitamins A and D and vitamin C, although in most cases -as long as the energy and protein intakes are adequate and a variety of foods, including fruit and vegetables, are eaten- deficiencies are unlikely. Regular meals and healthy snacks that include carbohydrate -rich foods, fruits and vegetables, dairy products, lean meats, fish, poultry, eggs, legumes and nuts should contribute to proper growth and development without supplying excessive energy to the diet. Children need to drink plenty of fluids, especially if it is hot or they are physically active. Water is obviously a good source of liquid and supplies fluid without calories. Variety is important in childrens diets and other sources of fluid such as milk and milk drinks, fruit juices can also be chosen to provide needed fluids. In India, each State is practically equivalent to a country with its specific socio-economic level, different ethnic groups, food habits, health infrastructures and communication facilities. Thus, the nutritional status of the population shows significant variation between states since it results from a varying combination of factors. In the last 20 years, there has been an improvement in the nutritional status of the Indian population. This improvement results from not only changes in food intake but also socio-economic factors, increased availability of potable water, lower morbidity and improvement of health facilities. In children under five years of age, the marked improvement in nutritional status is shown by the reduction of the prevalence of underweight from 63%, in the 1975-79 period to 53% in the 1988-90 period. The under-five mortality rate (U5MR), an important indicator of the socio-economic development, and health and nutritional status of a society, declined from 282% in 1962 to 115†° in 1994. However, a multitude of infectious diseases such as respiratory and intestinal infections as well as malaria remain the main cause of death in children under five, with malnutrition being an aggravating factor. Measles, tetanus, typhoid and hepatitis are also frequent causes of death during infancy and childhood. In the last 20 years, there have been no significant changes in patterns of dietary intake. Cereals remain the staple food in India providing most of the energy intake. Since the seventies the consumption of foods like pulses, roots and tubers has fallen, while those of other foods like sugar, jaggery (unrefined brown sugar), fats and oils and green leafy vegetables have slightly increased. The average Indian diet remains largely deficient in green leafy vegetables, meat, and fish, milk and milk products. Moreover, it also remains deficient in some micronutrients such as vitamin A, iodine and iron. Adolescents who are undergoing rapid growth and development are one of the nutritionally vulnerable groups who have not received the attention they deserve. In under-nourished children rapid growth during adolescence may increase the severity of under-nutrition. Early marriage and pregnancy will perpetuate both maternal and child under-nutrition. At the other end of spectrum among the affluent segment of population, adolescent obesity is increasingly becoming a problem. Pre-school children constitute the most nutritionally vulnerable segment of the population and their nutritional status is considered to be a sensitive indicator of community health and nutrition. Over the last two decades there has been some improvement in energy intake and substantial reduction in moderate and severe under- nutrition in pre- school children India has enormous under-nutrition and over-nutrition problems Asia has the largest number of malnourished children in the world. The Double Burden of Malnutrition in Asia was inspired by the massive challenge that this situation currently poses for Asia. It describes the main driving forces behind the groundswell of under-nutrition, while shedding light on the emerging double burden of co-existing underweight and overweight, and the linkages between these two different forms of malnutrition. There are two types of nutritional problems one is under-nutrition and another is over-nutrition. Emphasis should be given not only to food but also to care and health, the reason being that even if children in the age group of 0-2 years are able to get food, they may have mothers who do not have enough time to pay attention to their children. Similarly, if there is no health-guaranteeing environment, and children suffer from diarrhoeal diseases, no amount of food will help prevent malnutrition. Over-nutrition, on the other hand, means either too many calories or the wrong types of calories such as saturated fats or highly processed sugar that lead to obesity, vascular diseases, etc. Many developing countries have under-nutrition and those in Europe and North America have over- nutrition problems. There is this in-between category with countries like India that still have an enormous amount of under-nutrition and significant over-nutrition problems. In India, for instance, around 50 per cent of its children under the age of five are undernourished or malnourished. But in urban areas, the over-nutrition problem is shooting up, thanks to the change in lifestyle and food habits. As a result, health systems are under huge stress. When there is malnutrition, there is a higher level of lower birth rate. One in three babies born in India weigh significantly low because their mothers are undernourished. Some low-weight babies die and some survive and those who survive adapt to malnutrition and scarcity. That is, the biological adaptation is programmed to maximize every calorie the body gets. This adaptation that helped a malnourished baby survive suddenly turns out to be a mal-adaptation when the baby becomes an adult. The adult, who was malnourished in the past, gains extra weight even when he takes only normal amount of food because of the biological adaptation. Brand Loyalty Selling to brand loyal[1] customers is far less costly than converting new customers (Reichheld 1996, Rosenberg and Czepiel 1983)[i]. In addition, brand loyalty provides firms with tremendous competitive weapons. Brand loyal consumers are less price sensitive (Krishnamurthi and Raj 1991)[ii]. A strong consumer franchise gives manufacturers leverage with retailers (Aaker 1991) 1. And, loyalty reduces the sensitivity of consumers to marketplace offerings, which gives the firm time to respond to competitive moves (Aaker 1991) 1. In general, brand loyalty is a reflection of brand equity, which for many businesses is the largest single asset. Perhaps the most cited conceptual definition of brand loyalty comes from Jacoby and Chestnut (1978, p. 80)[iii]: â€Å"The biased, behavioral response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological (decision-making, evaluative) processes.† Consistent with this definition are two broad categories of operational definitions. The first stresses the â€Å"behavioral response, expressed over time†Ã¢â‚¬â€typically a series of purchases. As Day (1979) observed[iv], however, the major limitation of behavioral measures is the failure to identify motive and the resulting confusion between brand loyalty and other forms of repeat buying. The major alternative operational definition is based on consumer attitudes, preferences, and purchase intentions. These measures stress the cognitive â€Å"bias,† and the â€Å"psychological (decision-making evaluative) proc esses† underlying loyalty. Health Related Expenses KSA TECHNOPAK has conceived an innovative product called Health Outlook 2003, which provides strategic insights to consumer shopping and buying behavior. Apart from the consumer insights, complete health profiling is also done for providing derived disease incidence and prevalence in the country. This Pan Indian research model provides large research depths by covering about 10,000 households across cities like Chandigarh, Delhi, Jaipur, Lucknow, Ludhiana, Calcutta, Patna, Bangalore, Chennai, Cochin, Hyderabad, Madurai, Ahmedabad, Indore, Mumbai, Nagpur, Pune and Surat. The rich respondent profile includes SEC A, B and C giving a good coverage for demographic types. Health Outlook shows that health enjoys about 9.4 per cent share of the wallet of Indian consumer and is on the rise for the last three years. This spend includes health supplements, health drinks, doctors and consultants fees, medicines, medical insurance, regular check ups etc. About 91 per cent of this was out-of-pocket expense and only 9 per cent came from employers and insurance. Analysis of the consumers drug purchase behaviour shows that 59 per cent use old prescriptions and 29 per cent use over-the-counter drugs, meaning 88 cent of the consumers indulged in self-medication. Consumer attitudes to health drinks are mainly influenced by quality attributes. Ethical factors are important in some cases, but they may be overstated. The relationships between consumers awareness of health drink, price and perceived quality of food were investigated by tests involving series of consumer panels and sensory evaluation. Sensory responses were also matched to instrumental analysis data. Results indicated that overall there was no relation between panelists views about health drinks and their sensory perceptions. Eighty percent of the panelists felt that organic products were too expensive, but would buy them if they were cheaper. However the study showed that most of the people would not be likely to change their preference once they had made a product choice based upon sensory attributes. This has important implications, indicating that not only price, but also sensory quality of health drink must be considered in order to maintain repeated purchases by most consume rs. It is widely accepted that consumer acceptance of drinks is mainly determined by their sensory perception, while choice is strongly influenced by the perceived value for money. Ethical factors are important in some cases, but they may be overstated. Although comparisons between organic and conventional drinks have been reported for a range of attributes, measures of the quality of health drinks as perceived by consumers using objective sensory evaluation methods, or the relevance of any preconceptions in perception have not been studied. This study aimed to investigate the relationship of objective quality measurements including sensory attributes and consumer perception of organically and conventionally produced health drink products. About two thirds of the consumers that participated in the survey believed that health drink is good for the environment, and 55% thought that it is healthier. However there was some confusion relating to the use of pesticides and chemicals in that. Few consumers distinguished health drinks by appearance or taste. Buyers of health drinks were more likely to indicate that the appearance and taste are better, but environmental protection was still the dominant perceived benefit. Buyers who believe that health drink is better also think that it is expensive (p II. Approach to the problem Objective or theoretical framework The objective of this research is to identify the factors that influence a person into making a decision to buy a certain brand of malt-based health drink. As mentioned in the Literature Review, according to industry analysts, this category has grown only on promotions and for now, except for promotions, nothing seems to be working. Therefore, ideally, this research should be able to bring to the fore, certain other factors that could lead to a growth of this segment. At the very least, the research should corroborate the existing assumptions regarding the influencing factors. It should be in a position to verify that the steps various players are taking to stimulate volumes are in the right direction, and would eventually lead to an increase in market share. Research Questions I. What are the different â€Å"Customer Segments† depending upon the preferences? II. What is the perception of people towards the leading brands of Health Food Drinks? III. What are different factors that influence the customer when He/She buys a Health Food Drink? IV. Who are the major Influencers in the purchase decision of Health Food Drinks? Identification of information needed After fixing the objective, we started an extensive reading on the topic. The very first question we needed to clear in our mind was: â€Å"What does Health Food Drinks mean?† Therefore we narrowed down to the malt-based Health drinks like Bournvita and Horlicks. The subsequent readings helped us understand the consumer patterns and perceived needs of the consumers from a health drink. Depending upon that, we listed down several factors that can influence a consumer in buying or not buying a health drink. The study on â€Å"Consumer Behaviour† throws light on the prevalent consumer purchase influencers like Price, Nourishment, Palatability, and Packaging which are included in the purchase influence factors in the questionnaire The Literature on â€Å"Indian Nourishment† shows that the Indian consumer is getting more and more health conscious and thus there is huge potential for the health drinks in the Indian market. Nowadays there can be a number of sources that influence a family in buying a Health Drink. These sources can be promotions, Doctors Advice, Peer Group talks ( word of mouth) and choice of the children themselves. Since the malt-based health-drink segment is broadly divided into 2 categories brown (cocoa-based) and white, therefore it was decided to study the leading brands available in both these categories. We visited retail outlets in different parts of South Delhi to determine the most popular brands. We have assumed that brands that are most visible and widely available are the most popular, as retailers would stock only those brands that invoke maximum sales All identified factors were discussed and screened by the research team. In this process, factors that did not convey much, did not sound authentic or did not differ much from other factors were eliminated. III. Research Design The methodology followed for analyzing the consumer behavior of health food drink customers. 3.1 Preliminary Investigation This phase involved preliminary investigation of the various factors which could possibly affect the consumers perception about the various brands and in turn influence the purchase decisions of the consumer. We primarily used three methods to identify the various factors. The Secondary data gathered was analyzed to understand the current scenario of the Health drinks segment. The analysis of the secondary data also helped us find different attributes which affect the health drinks segment. 3.2 Collection of Quantitative data Measurement and Scaling Procedures: Non-Comparative Rating scale is used in which respondents evaluate only one object at a time, and for this reason noncomparative scales are often referred to as monadic scales. Noncomparative techniques consist of continuous and itemized rating scales. We have used continuous rating scale in order to rate the choices for purchase considerations and the sources of purchase decisions. Questionnaire Design: This phase involved the design of the questionnaire on the basis of the potential factors identified as influencing the customer behavior. Research problems were listed and then the information needed was identified. The questions were then prepared in order to fulfill the information requirements as identified earlier. Survey: Different Survey methods were used for collection of data. The principle method used was Personal Interviewing of the respondents. In-Home interviews were conducted by us at various locations in Delhi. We also did Mall Intercept at popular markets like Sarojini Nagar and Malviya Nagar. Due to the shortage of time, we conducted a few telephonic interviews to maintain diversity in data. 3.3 Sampling Process Target Population: The target population is the collection of elements or objects that process the information sought by the researcher and about which inferences are to be made. Our target population involves the users, deciders and buyers of health food drinks. The users include the old and the young population. The deciders and the buyers mostly include the house wives who buy the product from the market. Sample Size: It denotes the number of elements to be included in the study. Due to time constraints the sample size chosen is very small. Sampling Technique: A mixture of quota and stratified method was used for sampling, with care being taken to get responses from customers of different age groups and different family sizes. iv. Fieldwork The survey was conducted keeping in mind the users and deciders of the health drinks. The survey was conducted in the Paschim Vihar and Ranibagh Areas of Delhi. We made several trips to the local market (Sarojini Nagar and Malviya Nagar) and the nearby households to gather information from relevant people. V. Data Interpretation and Analysis 5.1 Data Analysis Plan This chapter shows how the information needed to answer the three key research questions have been extracted via the questionnaire. Q1 explicitly asked the respondents if a health drink is used in the family or by them. The questionnaire was not administered to the respondents that answered NO to this question. Such respondents have not been included in the sample size of 60 that has been mentioned. Q2 to Q6 of the questionnaire are used to get the general details about the respondent (age, educational qualification, annual income, family size and number of children in the family. Q4 explicitly asked the respondents about the size of the family and Q6 asked about the number of children in the respondents family. Q7 explicitly asks the brand preference of the respondent about the health drink. Q8 asks the respondents to rate the importance of the following purchase considerations on a scale of 1(Very unimportant) to 5 (Very Important): a) Nourishment b) Colour c) Palatability d) Economy e) Shelf-presence f) Packaging g) Brand Image h) Promotions These attributes were decided after a thorough secondary data analysis. However some of these attributes might have similar effect on the consumer preference. Therefore we conduct a factor analysis to find out the factors to which one or more of the above variables belong. Q9 asks the respondents to rate the Sources of Information influencing the Purchase Decision. The following sources were considered: a) Advertisement b) Children c) Doctor d) Family e) Past experience f) Retailer g) Word of mouth The respondents were asked to rank the factors in order of importance. Q10 ask the respondents to score each of the brands on the various product attributes on a scale of 1 5. Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were: a) Boost b) Bournvita c) Complan d) Horlicks e) Milo Q11 and Q12 are used to determine the brand loyalty of the respondent towards the health drink, thus asking the switching pattern of the users. Q13 in the Questionnaire attempts to find the Brand Personality by asking customers the perceived traits of each of the leading brands of health drinks available in the market today. It is very important to realize that these are not the attributes that the drink claims to possess, via its advertisements and other promotional activities. For e.g. Boost in its campaign claims that â€Å"Boost is the secret of my energy†, but rather the attributes the customer feels that the drink possesses. Therefore, if respondents identify spiritedness with Boost it would imply that Boost is successful in its marketing strategy. The responses to this question would also be important to other players in this segment, as they would realize that their promotions are not being effective and hence this would encourage them to redirect their marketing efforts. Apart from spiritedness, the other important traits have been identified as Modesty, Honesty, Cheerfulness, Boldness, Spiritedness, Reliabil ity, Sophistication, Toughness, and Ruggedness. 5.2 Methodology Questionnaire Checking/Editing: The questionnaire is checked for completion and interviewing quality. Editing is the review of the questionnaire with the objective of increasing accuracy and precision. Collation of Data: The data is collated in the excel sheet and prepared for statistical analysis. An SPSS view of the data was also taken for further analysis. Choice of Statistical Analysis Techniques: T-statistic: A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors or sources of information to find out the most important influencing the purchasing decision. T-test was also conducted on the various product attributes for different brands. Anova: It is carried to study the variance of the factors or product attributes that influence the most among the various demographic groups by conducting the one way Anova test on the scores of these 8 factors. Factor Analysis: The various variables that denote the product attributes that determine the purchasing decision can be actually factored using factor analysis. This factoring of the variables helps in easily studying the consumer behaviour. Cluster Analysis: The set of respondents was segmented on the basis of the demographic information namely ‘age-group, ‘income-group, ‘education, ‘family size etc using cluster analysis so as to identify the distinct clusters depending upon these demographic factors. Multi Dimensional Scaling: This analysis was performed on the overall samples as well as on the 2 segments individually so as to gauge the difference in their perceptions. The selection process depends on the fact that it is conducted on the aggregate level data, i.e. that on the two clusters formed after cluster analysis. This is due to the fact that all market strategies are typically formulated at the segment or aggregate level. 5.3 Analysis and Interpretation Sources of Information influencing the Purchase Decision h) Advertisement i) Children j) Doctor k) Family l) Past experience m) Retailer n) Word of mouth The respondents were asked to rank the factors in order of importance. A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors. The results of the test are as shown in the Exhibit 1. We can say from the results that there is a significant difference between the ranks of the factors with a 95% confidence. The two most important factors that emerge out of the tests overall are the â€Å"Family doctor† and the influence of the â€Å"Family†. This finding is an important implication for product placement. We can say that the health food drinks should appeal to the complete family rather than only a particular age group. Doctors can also be an important influencer or opinion leader and hence should be targeted in the product promotions. Some products have been promoting their products using comparative advertisements including testifications by the doctors. A second test can be conducted in the same manner taking only the cases where the people are having kids in the family. The results are shown in the Exhibit 2. We observe that the two most important factors differ from the first scenario. The two most important factors that emerge out of the test are â€Å"Family Doctor† and â€Å"Advertisement†. Thus it can be concluded that advertisements have an important influence on the families having kids or in turn the kids. This can be easily observed from the large number of advertisements directed towards the well being of kids. Product Attributes Influencing the Purchase Decision The following product attributes were identified as influencing the purchase decisions of the customers: a) Nourishment b) Colour c) Palatability d) Economy e) Shelf-presence f) Packaging g) Brand Image h) Promotions The respondents were asked to score the importance of the factors on a scale of 1 to 5, with 5 being the most important. A t-test was conducted on the scores of the factors in order to find the most important factors. The t-test shows there is a significant difference between the scores of the various factors with a 95% confidence. The results of the test are shown in Exhibit 3. We observe from the results that the two most important product attributes in making a purchase decision are the â€Å"Palatability† and the â€Å"Nourishment† perception in the minds of the customers. These factors turn out to be the same irrespective of whether there are children in the family or not. We then study the variance of these factors among various demographic groups by conducting the one way Anova test on the scores of these 8 factors. We studied the variance of the mean scores of these attributes among the various groups differentiated by the following factors:- a) Income b) Education c) Age d) Family size The results of the Anova tests which were conducted on the data are as shown in the Exhibits 4-7. We observe that there are no significant differences in the scores of the product attributes in different groups as classified by â€Å"Income†, â€Å"Education† and â€Å"Family size† within a 95% confidence interval. However there is a significant different on the â€Å"Nourishment† and â€Å"Economy† product attributes of health food drinks. As is observed from the mean scores, the â€Å"Nourishment† aspect becomes particularly important for people above the age of 60. It is also important for people who are young in age i.e. less than 20. However it does not seem to be very significant for people in the age group 33- 45. The factor analysis of these attributes is done in the following section. Factor Analysis of Purchase Considerations The factor analysis of the 8 product attributes yields the following 3 factors: Factor I: Promotion, Shelf-Presence, Packaging Economy Factor II: Palatability, Brand Factor III: Nourishment, Colour (For the output of factor analysis, refer to exhibit 8.) As factor I encompass the accessibility and affordability of the product, it can be termed as ‘Purchase Feasibility. As factor II encompass the palatability and brand value of the product, it can be termed as ‘Likeability. As factor III encompass the nutritional value and colour, an indicator of quality, of the product, it can be termed as ‘Utility. Customer Segmentation The set of respondents was segmented on the basis of the demographic information namely ‘age-group, ‘income-group, ‘education, ‘family size etc. The cluster analysis on these demographic variables yields the following 2 clusters: * Cluster 1: The members are almost uniformly distributed across all age segments except under-20 in which no member lies. However, the family size is large than 3 for all the members and a majority of members having 1-2 child in the family. The cluster size is 27 respondents. * Cluster 2: All the members in this cluster are less than the age of 32 yrs, with the majority being less than 20 yrs. Around 90% of the members were either single or couple thus suggesting that the members were either students, or bachelor/newly-married young working professionals. The cluster size is 30 respondents. * As the consumption in cluster 2 would be lower than the large families comprising kids older persons because of less health concerns and preference for alternative beverages, the price sensitivity of cluster 2 would be low while cluster 1 is concerned about economy. (For output of cluster analysis, refer to Exhibit 9). Thus, cluster 1 could be termed as ‘value-seekers while cluster 2 could be termed as ‘quality-seekers. Different Brands on Product Attributes Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were: f) Boost g) Bournvita h) Complan i) Horlicks j) Milo The respondents were asked to score each of the brands on the various product attributes on a scale of 1 5. T-test was conducted on the various product attributes for different brands. The results have been shown in Exhibit 11. The number of respondents who were consuming the various brands is as shown in the pie chart. As we can observe from the graph, Bournvita is found to be the leading brand closely followed by Horlicks, while the other brands do not have a large taking from our survey. The results of the various brands on different attributes are as follows: a) Nourishment: Horlicks scores well above all the b