Essay about Different Education Pattern

Essay about Different Education Pattern Essay about Different Education Pattern Name: Yvonne Lin Level: 4A Differences in Education Pattern When it comes to Nobel Laureates, there is a prevailing question in mainland China why there is not a mainland-born Chinese who is rewarded the Nobel Prize in scientific areas such as Physics and Chemistry. In 2010, statistics conducted by BBC News has shown that over the intervening 109 years (1901-2010), Western countries claimed the most winners. Many Chinese blame this for the education pattern as they embrace that it is education that changes a country and the world. Due to the differences in political system and history, generally speaking, there are significant differences but few commonalities in education pattern between China and Western countries. Despite that Chinese educationists are making revolutionary progress in education pattern, they emphasizes too much on solely obtaining knowledge in various realms while Western countries aim at cultivating students’ habit of analysis, fostering creativity and developing critical thinking. Because of the requirement of tests, Chinese students have to recite all the theories they have learned, and usually, there is only one answer to a question. In addition, they have rare access to the laboratory to experience the magic of science especially in some impoverished areas where top-notch facilities don’t exist. In contrast, students in Western countries are more fortunate since they can immerse themselves in experiments which most Chinese students are eager to do. Besides, not only do the teachers in Western countries teach knowledge, they are also trying to fulfill students’ potential no matter whether it is relevant to academic areas. Furthermore, when we compare students in these countries, it is obvious that Chinese students are less likely to be exposed to the sunshine. Why? Because Chinese parents and teachers attach great importance to score, the youths lack opportunities to get involved in abundant extracurricular activities, which is cont rary to the situation in Western countries where students are fully encouraged to participate in

Know Your Regional Vocabulary

Know Your Regional Vocabulary Know Your Regional Vocabulary Know Your Regional Vocabulary By Mark Nichol One of the delightful facts about American English is that even though the rich regional variety of pronunciation and vocabulary ever diminishes, we’re still a long way from universal treatment of the language, and that’s an important detail for writers to observe. Take soda, for example. I mean pop. I mean coke. Each of these three terms for carbonated beverages is prevalent in various parts of the United States, and the respective regional dominations aren’t likely to go flat soon. According to a Web site that invites visitors to engage in an ongoing electronic survey of word usage, coke is it in the South, in much of Arizona and isolated other parts of the Southwest, and, curiously, in pockets of south and central Indiana. (The dominance of coke in the South may have something to do with the fact that Coca-Cola is based in Atlanta.) Pop, however, is the dominant variant in terms of geographical coverage, popping up throughout the northern states outside New England and rarely elsewhere. Soda, by contrast, which accounts for a slim majority by population, is the term of choice in the Northeast, in and around Miami and St. Louis, in eastern Michigan, and in much of Northern California and Arizona. (This Northern Californian concurs, though I call carbonated beverages â€Å"soft drinks.† But I don’t drink them, so what do I know?) Other, relatively rare synonyms are tonic in the Boston area and dope in some parts of North Carolina and South Carolina. (The latter term perhaps derives from the fact that originally, Coca-Cola contained cocaine hence the brand name.) The dominant vocabulary in selected other nations includes â€Å"soft drink† for Australia and New Zealand (no, I’m not from Down Under), mineral in Ireland, and pop in Canada. What does what you call a carbonated beverage have to do with writing? Whether you’re writing fiction or nonfiction, it behooves you to adhere to the local dialect, including vocabulary, when you’re engaging with regional culture. That’s easy for many authors, who write about their own neck of the woods and are intimately familiar with the local word-hoard. But if you’re going to virtually venture afar in your writing, make sure your characters don’t stand out as strangers by the way they talk unless, of course, that’s the point: A great strategy for showing, not telling, in a fish-out-of-water tale is to introduce the character by having them, for example, ask for a tonic when they sit down at a diner in the rural South. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:Homograph Examples50 Types of Propaganda45 Idioms About the Number One

EasyBuys' Mobile On-line Shopping Project Essay

EasyBuys' Mobile On-line Shopping Project - Essay Example However, no one in the company, IT department included, is familiar with the mobile application and the different platforms of mobile. Due to these facts, this report will help the EasyBuys’ management and the IT department as a guide through the MOSA project. EasyBuys’ management should pay keen attention on the agile approaches as will be illustrated in this report, which aims to analyze the approaches of agile, their strengths and weaknesses and recommendation for adoption. Agile approaches have emerged so as the changes needed for development may be adopted quickly and with ease. This is in contrary to the non agile approaches which are plan driven and traditional. The main idea behind the agile approaches is to release early the working software via responding quickly to the alterations in specifications through the use of code refactoring, collaborative techniques, customer involvement, and test driven development. There are various agile approaches that can be us ed by companies such as the EasyBuys, however the focus is the same as they all emphasize on efficiency and effectiveness, and therefore in this report, we will put emphasis on the Scrum agile approach (Glass, 2001). Scrum is a business oriented framework used for managing development of software process. This agile approach was created by Jeff Sutherland and Ken Scwaber. It is an iterative, incremental that uses using rolling wave planning in order to determine, identify and prioritize project requirements. The team, such as the IT department for this report, works on the requirements in a prioritized manner in order to deliver feature of the highest value as possible. Some of the areas that the Scrum approach puts emphasis during implementation include: customer collaboration when doing business, individual interactions when using tools and processes in the project, response to change over the abrupt need by the market, and the working software for reasons of comprehensive documen tation (Fowler, 2000). The Scrum agile approach has defined principles and values that the practitioners, the IT department, will have to follow during its implementation as a guide. The Scrum agile approach has various strengths and reasons that lead to great demand by other companies, EasyBuys’ management, included. Some of the strengths that the management are likely to derive from the agile approach include: better management of priorities of change, better business IT alignment, high acceleration of time to market, enhances quality of software, and increasing company productivity. These strengths give the Scrum agile approach an upper hand for adoption and implementation in the company. The approach however demands that, for successful implementation, the project for which the agile approach is being adopted must be planned and defined, executed as detailed in the plan, and the management of the project must monitor and control the results (Highsmith, 2000). For instance , during the adoption of this Scrum agile approach, the EasyBuys’ management and the IT department will, from the outset of the project, work closely with their customers in order to understand the vision for the project, how the newly updated systems will be used, and how the projects support the goals of the business. In addition, this agile approach demands that

America's Health Reform Essay Example | Topics and Well Written Essays - 1000 words

America's Health Reform - Essay Example The New Health Care Reform Bill will include coverage for uninsured children, and people who are in poverty. This hopefully will make for a much better and healthier society. This new health care system will be beneficial to society and allow consumers more security in their futures. Although the American government has been working to improve the health care system, it still needs more development. There have been many changes from the past up until today. One of the biggest problems is the hospital pricing market. It has become very expensive for lower income people to afford. Many people argue that the health care system we have now works effectively, and that people are satisfied with it. However, I do not think this is true. Consumers, employers, and the government are all demanding lower costs and higher quality from medical services. However, most hospitals retain an increasing profit in their market. The high costs of health care make medical treatment unattainable for povert y stricken people. Based on research, â€Å"approximately a thousand hospitals located in the United States closed their doors, and the hospital admissions declined by 11 percent from 1980 to today† Meaning that many hospitals have been deficit, due to the high costs charged to patients. These people did not want to go to the hospital due to unaffordable prices. Therefore, many hospitals in America are not earning a profit. It seems very beneficial to lower their prices, as it will attract more people to buy health care services. This can, in turn, increase their profits. In South Korea, there are many government subsidies to hospitals through tax collection. Its’ subsidy from the government decreases the cost, and increases the demand for health care. Older people, who suffer from poverty, and people with any financial difficulties, can receive medical care. In America, there is a need to change the market price. The current health care systems that are offered to Ame ricans are eating up much of their regular incomes. According to an article released in Los Angeles Times, one of the health services provided to consumers by their employers consumes, â€Å"30% of unemployment benefits for individual coverage and almost 84% for family coverage.† It is evident that, although workers are provided with health coverage, it is taking a large toll on their incomes. You might say it is burning a hold in their pockets. This is another reason why the health care system needs to be altered; to better accommodate more Americans. If the health care services system were changed, it would provide a better future for the younger generation. Children deserve to start their lives with a healthy body and mind. All children need access to complete health services, and treatment that provides for them when they are sick. But today, about 11 million children, more than 90 percent of them from working families, have no health insurance. According to an article pu blished in Individual Child Health Insurance, children under the age of 18 are not insured. Their parents earn too much money to qualify for Medicare, but too little to afford any health coverage for their own children. Many of the parents get up every morning, go to work, pay their taxes, and abide by laws that do not provide their children with health insurance. In 1996, 70 percent of all Americans added to the ranks of the uninsured were children. The employers from the health insurance companies are supporting the idea

Canterbury Tales Analysis Essay Example for Free

Canterbury Tales Analysis Essay Physically the two characters appear extremely different. The knight is dressed in a fustian tunic, â€Å"Stained and dark with smudges where his armour had left mark† (Chaucer 5). Although he is a distinguished man, he dresses humbly and does not give the appearance of arrogance. It is also apparent that he carries a sword, which would match his profession as a knight because he is able to fight. The Sea Captain’s attire matches his occupation. He wears a â€Å"Woollen gown that [reaches] his knee† (Chaucer 15); he is tan and has a large beard. He carries a dagger, implying that he knows how to fight and defend himself like the Knight. Considering their occupations, one can find many similarities. They are both very proficient at their jobs. The Sea Captain is described as having no competition: â€Å"None from Hull to Carthage was his match† (Chaucer 16). He is experienced and knows the seas better than any captain. He is known for his skill at commanding his ship, the Maudelayne. He frequently travels the sea. Similarly, the knight is a traveler, except on land. He is an experienced fighter, as he has been in many battles. He was present at the battle where Alexandria was taken in 1365 by the King of Cyprus. In fifteen mortal battles he had been† (Chaucer 5). According to the examples of battles given in the text, the knight rarely loses a battle. He owns fine horses and is skilled at riding horseback. However, behavior is what really sets these two characters apart. The knight is a chivalrous man. He believes in truth, honor, and generosity. People look up to him; he is â€Å"Ever honoured for his noble graces† (Chaucer 4). A Christian and a virtuous man, he is even more humbled by his position as a knight. His many victories did not permit him to lose his modesty; instead, they led him to be wise and honorable. The Sea Captain, in contrast, is a fearsome character. When dealing with prisoners, â€Å"The nicer rules of conscience he ignored† (Chaucer 16); they walked the plank. Not a virtuous man by any means, he has a reputation of stealing goods from traders while they sleep. Those who fight him fear him. He does not have a high position in society, but his brutality and prudence make him successful in battle. He is revered for his skill and success, but people do not look up to him. In summary, the use of foil by Chaucer enables the reader to notice differences and similarities between the Knight and the Sea Captain. They have similar occupations, but different roles in society as well as nearly opposite personalities. The foil emphasizes their characteristics to make them even more prominent to the reader. For example, the knight’s Christian values make the Sea Captain seem extremely harsh and lowly in comparison. The reader will be able to gain more out of the story these characters tell because of how detailed their character sketches are. Specifically, the characters are given more depth by their similarities and differences to other characters in the tale.

Indonesia :: essays research papers

Indonesia This essay will be on the History in Brief of Indoneisa, the Government of Indoneisia, the island of Java, and the Geography of Indoneisa. In early days, the region from India to Japan, including Indonesia, was known to the Europeans as the Indies. Chris Colombus was looking for a westward sea roots from Europe to the Indies when he arrived in America. During 1600's dutch political control began to spread Indonesia. Indonesia declared it's independencein 1945 and fought the Dutch until 1949 when they gave up their control.   Ã‚  Ã‚  Ã‚  Ã‚  At first, the Dutch allowed nationalist movement to delevope. In 1905, it had introduced municipal councils to govern the towns and cities. By 1920, there were 32 such councils, with little electorial franchise.   Ã‚  Ã‚  Ã‚  Ã‚  Other councils were also established. They included provicial councils in Java, and group communities concils outside Java.   Ã‚  Ã‚  Ã‚  Ã‚  The government of Indonesia is based on a constitution written in 1945. A president serves as the head of government. The president apionts a sheet of advisers consisting of top military leaders and civillians. In theory, the peoples console assembly is supposed to establish a general direction of the government's policys.   Ã‚  Ã‚  Ã‚  Ã‚  A house of peoples Representatives is the nations parlament, however, in practice neither the assembly nor the house has real power. Instead, it is the president who makes all of the important decisions.   Ã‚  Ã‚  Ã‚  Ã‚  The president is elected to a five year term the Peoples Consulative assembly. Te assembly has 1,000 members. It includes the 500 members of the peoples representives. It also includes 500 members of regional, occupational, and other groups. All assembly members serve five year terms. The assembly usually is only held once every five years. The 500 members of the People's Representatives includes 400 who are elected through a system that insures that the government's potlitical organization win most of the seats. Servicmen have no vote, so the remaining 100 are appointed by the president on the reccomendation of the comander of the armed forces.   Ã‚  Ã‚  Ã‚  Ã‚  Indonesia is divided into twenty-seven provinces. The provinces are divided into regioncies and municipalities. These units are further divided into villages. Officials of all local government units exept villages are appointed by central government from lists of people nominated by regional legislators. Indonesian villages elect their own village officials to provide local government.   Ã‚  Ã‚  Ã‚  Ã‚  Java lies between Sumatra (to the west), and Bali (to the east). To the north is the Java Sea. To the south is the Indian Ocean which Indonesians call the Indonesian Ocean.   Ã‚  Ã‚  Ã‚  Ã‚  The greatest distance from North Java to South Java is two hundred kilometers. From East Java to West Java is over one thousand kilometers.   Ã‚  Ã‚  Ã‚  Ã‚  The island of Java has five administrative units: the special

Why! Elder Abuse.Why!

Elder abuse, A Social Problem Elderly abuse has not been researched enough, although there has been recent expansion on the research of abuse of the elderly. However, it is still lacking adequate theory because there has not been enough research done, data collected on why it happens, or the characteristics of the abuser and victim. There are some diseases that cannot always be treated or prevented, but negligence and abuse can always be prevented. By learning to recognize the signs and symptoms of elder abuse, there will be a decrease in the number of the elderly who are abused and neglected. Within this paper you will find that both men and women are victims of elder abuse, crimes against the elderly, elder abuse with celebrities, main problems with elder abuse and a way to help stop elder abuse by education. It is said that Women are predominantly the victims of elder abuse and that men are the abusers, this is not always true, Men are also victims of elder abuse with women as the abusers. However, there has not been a firm definition of what is elder abuse. Some experts suggest that elder abuse should be included in the definition of domestic violence. Experts have found in their studies that women are the majority of the physically abused, where men were the larger average of elderly individuals who were neglected. However, many experts also state that focusing on the definition of elder abuse is counter-productive as in focusing on the issue that women are the majority of abused victims. Feminist theorists have failed to produce enough data here, although they have the expertise to contribute to this research. Wolf, 2000) Categories of elder abuse and neglect include such diverse harmful acts as hitting the person, withholding food or water, bullying and threatening, abandoning them when they cannot care for themselves. Which involve elders in their homes or in residential care (Wolf, 2000). According to the news on ABC, even celebrities are victims of elder abuse, such as Mickey Rooney. Who is a 90-year-old actor, who has had one of the longest careers of any actor, was granted court protection from stepson Chris Aber and his stepdaughter Christina Aber, after he filed a case against them charging verbal, emotional and financial abuse, and for denying him such basic necessities as food and medicine. The court documents say that both Chris and Christina Aber have been keeping Rooney as â€Å"effectively a prisoner in his own home† through the use of threats, intimidation and harassment (abcnews. com) In the United States most of the abuse has came from nursing homes, but now the abuse is coming from the offspring of the elderly. Even though the government officials are trying to pass new laws to protect the elderly, the abuse continues. Did you know that 90% of abuse and neglect is perpetrated by family members or relatives, two-thirds by the spouse or adult child of the victim (Administration on Aging, 2004b). One of the main problems with elder abuse is the failure to acknowledge it as a form of real abuse. The ‘caregiver’ is already excused by getting this label as the ‘carer’. There is also the focus on the elder individual as the catalyst to the abuse, by pushing the carer to his or her limits. The elder individual is seen as overly dependent and has added stress to the caregiver. Violence toward the elderly by their middle-aged children or others is a special form of family violence and, just like child abuse and domestic violence, deserves to be recognized, investigated and appropriate interventions provided to save victims from unnecessary suffering. What is abuse? â€Å"It is a single or repeated act, or lack of appropriate action, occurring within any relationship where there is an expectation of trust which causes harm or distress to an older person or violates their human and civil rights (Brandl, 2000). The victim fears reporting such abuse will result in losing ties with that relative or that the relationship will be upset. In several circumstances the victim would be dependent on the perpetrator a caregiver and they are afraid of ending up in long term care if they report the abuse. There may also be the fear that the abuser may find out. Furthermore, they might not have the confidence to report the abuse, and are afraid they won’t remain anonymous. Maybe there is a possibly of failure to recognize abuse and they do not know what is happening to them is classified as abuse. From the functionalist perspective, aging is a social problem because the institutions of modern society are not meeting the needs of the dependent elderly. Interactionist believes that the elderly are stigmatized because they do not conform to the norms of a youth-oriented culture. Conflict theorist view the problems of the elder as stemming from lack of power to shape social institution to meet their needs (http://apa. org/) As a human service professional we can help in the fight to stop Elder abuse, by joining groups like the NCEA, and get involved in their World Elder Abuse Awareness Day. http://www. ncea. aoa. gov). We can help to educate the society, community, on the signs of Elder Abuse with a brochure on Signs of Elder Abuse and by joining the White House on the †Taking a Stand against Elder Abuse† that happens every year on the Annual World Elder Abuse Awareness Day (whitehouse. gov). Elder abuse is just like Domestic Violence and society should not let this ty pe of abuse happen to anyone. In conclusion; as citizens of United States, we must make ourselves aware of the signs of Elder Abuse. We must give respect to the elderly and if we suspect an elderly person is being abused by their family or a professional do not be afraid to report the abuse to the proper authorities. This paper gave you information as stated and that both men and women are victims of elder abuse, there are many crimes against the elderly, there is elder abuse with celebrities, there are main problems with elder abuse and there is a way to help stop elder abuse by education and planning. It is not an easy road but if we all work together to stop elderly abuse, we can stop it! Reference Halphen, John M. , Grace M. Varas, and June M. Sadowsky. 2009. â€Å"Recognizing and reporting elder abuse and neglect. † Geriatrics 64, no. 7: 13-18. Academic Search Premier, EBSCOhost (accessed June 18th, 2011). Administration on Aging (2004b) Elder Abuse, Retrieved, June 18th, 2011 from http://www. aoa. gov/eldfam National Center on Elder Abuse. (2004). The Basics. Retrieved June 17th, 2011 from http://www. lderabusecenter. org/default. cfm? p=basic. cfm Brandl, B. (2000) Power and control: Understanding domestic abuse in later life. Generations, 24(11), 39-45 National Council on Child Abuse and Family Violence. Retrieved March 18th, 2011, from http://www. nccafv. org/elder. htm#top http://apa. org/ http://www. ncea. aoa. gov/Ncearoot/Main_Site/pdf/publication/Join_Us_Campaign_tipsheet_indv_final. pdf retrieved June 21st, 20011 http://www. whitehouse. gov/blog/2011/06/13/taki ng-stand-against-elder-abuse

Consumption of Luxury Food: Essay

1. Introduction This chapter will serve as an introduction to the concept of Luxury food consumerism in Harrods Patisserie and Bakery Food Hall. It will evaluate customer loyalty incentives, pricing and hype around its luxury food. 1. 1 Overview of Harrods and Luxury food consumerism Harrods covers 1. 2 million square feet of terrain, in the very heart of one of London, England’s most prestigious areas, Knightsbridge. The historical architectural landmark, along with the Egyptian Escalator, which was envisioned by Mr. Al-Fayed himself, is listed by English Heritage. With no less than seven floors devoted to the finest-quality international brands, as well as a sumptuous Food Hall that is like no other. It is no wonder that Harrods attracts almost 15 million people through its doors every year. (http://factoidz. com/harrods-the-famous-british-landmark-department-store-changes-ownership-in-2010-and-remains-out-of-british-hands/) The United Kingdom and many parts of the E. U have been experiencing slow growth and development. However, according to information from this website which states†¦Harrods says its Knightsbridge site is Britain’s largest shop, selling an array of fashion, food and luxury goods†¦ Qatar Holdings bought Harrods from Mohamed Al-Fayed for a reported ? 1. 5 billion last May. (www. fasttrack. co. uk) This could only have been possible if profits had a successful recorded track rate. In 2010, sales in Harrods received ? 519. 8million, leaving Harrods with a profit of ? 86. 5million (www. fasttrack. co. uk) As consumer wealth increases, so does the demand for more premium, value added products as opposed to cost-reduced commodity products. The situation is partly created by an increasingly affluent society and a widening gap with the divide of rich and middle class in the current recession. There are various factors influencing change. In the UK 10% of the population is currently defined as affluent – this figure is expected to rise to 30%. www. foodbytesni. com/text. doc The EU speciality food market (as opposed to the premium food market) is worth â‚ ¬33. 5 billion – (4. 6% of total EU food & drink spend). In Britain and Ireland it is valued at â‚ ¬6. 1 billion (4. 5% of total food & drink spend). It is forecasted to grow to â‚ ¬7. 5 billion in 3 years. It is commonly known that yesterday’s luxury becomes today’s necessity. Luxury tends to be rare and expensive. With the above profit figures, the researcher can only assume that Harrods appears to be the winner in the Patisserie and Bakery Market. With the definition of poverty completely different in the western world to the ratio of poverty in developing countries, luxury consumption of Patisserie and bakery is considered trendy and it’s demand in Harrods is ever growing. Although we may assume that luxury foods are related to income, during this current recession in the UK with dwindling income, the demand for Harrods Luxury Patisserie and Bakery foods has increased over this period of time. I have noticed this as the researcher is employed in Harrods food production unit. Although, the usual scenario for other departmental stores may be to reduce prices during recession, Harrods luxury Patisserie and Bakery foods have retained its prices and popularity. In fact with the VAT increase from 17. 5% to 20% the sales in this section of the food halls has shown no major downturn. Hence, it is my opinion that demand is so great for Harrods Luxury Patisserie and Bakery that consumers of any income group visit Harrods to buy even the lowest cost luxury Patisserie and Bakery foods which has been a contributing factor. Harrods is globally known as unique, as it has an association with class, quality and distinguishes itself from the rest of it’s competitors. This study is limited to only respondents above the age of 18 years and will only be carried out on 30-50 respondents. The study is narrowed to consumers of Harrods Patisserie and Bakery products and not consumers of the rest of the food halls. The study will not cover the life style and overall economic standard of the respondents. This has been consciously left out to avoid lengthening of the study. Hence, the study will be unable to analyse the financial background of the respondents in depth. Lastly, although luxury food consumption is a macroeconomic function, this study will only focus on a singular market. 1. 2 Research Questions 1. Is the recession affecting Consumption of Luxury Food in Harrods Food’s Patisserie and Bakery Food Hall? 2. What are the key aspects or areas of consumer spending behaviour patterns in Patisserie and Bakery Food Halls, Harrods? 1. 3 Objectives of the Research The objectives of the study are as follows: A) To investigate customer consumption and spending behaviour with luxury Patisserie and Bakery foods in Harrods. B) To make recommendations to Harrods on how to enhance their sales and maintain their market share in luxury Patisserie and Bakery foods. 1. 4 How will the objectives be achieved? Objective (A) will be achieved through examination of secondary data. Objective (B) will be achieved through findings of primary data through the use of questionnaire survey and secondary data through Harrods food industry annual reports. CHAPTER TWO Literature Review 2. Introduction. This chapter will show the existing literature in the field of Consumer Behaviour from a global perspective and narrow it down to consumer behaviour in Harrods, UK. It will include marketing concepts, psychological concepts and factual statistics. The luxury market is vastly increasing, and there have been significant changes towards consumer behaviour (Strauss & Howe, 1999). Foods that are expensive have a certain appeal and are regarded as luxuries for special occasions rather than daily meals. Conversely, foods that are widespread and cheap have less appeal. Europe is considered to be the cultural center of fashion, interior design, and cuisine. Gourmet cooking has become a fine art, and visitors to the area can find almost any type of food, and the trend more recently has become luxury foods, luxury desserts etc. http://www. foodtourism. com/ From the literature I have read it can be summarized that the current generation enjoys spending money on luxury brands due to disposable income and lifestyle that this generation avails of due to their income or that of their parent’s earning. 2. 1 A theory of luxury. When Marie Antoinette supposedly said ‘let them eat cake’, she was seen as a luxury junkie whose out-of-control spending grated on the poor and unfortunate French people. But today, cake has become one of the favourite luxury foods. A revolution has taken place where individuals in the world have got richer. Luxury is no longer the embrace of the kings and queens of France but the mass marketing phenomenon of everyday life. Simply put, luxury has become luxuri? cation of the common place (Twitchell, 2001; Berry, 1994). 2. 2 Definitions of luxury products, speciality and premium foods. In order to understand a luxury product, it is essential to differentiate it from ordinary products on the basis of its essential characteristics. Luxury products, speciality and premium foods are defined by their price, quality, aesthetics, exclusiveness, and symbolic significance. To define them, their definitions are summarised below. 2. 2. 1 Luxury products Luxury is defined as quality possessed by something that is excessively expensive http://ardictionary. com/Luxury/5550 As they are highly associated with their core products, common definitions of luxury brands refer to specific associations with their products. The essential characteristics of luxury brands therefore correspond largely with those of luxury products. Consequently, their definition can be derived from that of luxury products as follows: Luxury brands are regarded as images in the minds of consumers that comprise associations about a high level of price, quality, aesthetics, rarity, extraordinarily and a high degree of further non-functional associations (c. f. Heine 2010). As luxury products and brands include a high rating for their characteristics; this marks a differentiation for luxury manufacturers. Even amongst luxury products there are differences such as accessible luxury products, which are affordable for most consumers from time-to-time and some are exclusive luxury products, which are affordable only for the wealthy. 2. 2. 2 Specialty or gourmet foods. Specialty or gourmet foods are unique foods/delicacies, which sometimes exploit regional identity. They are less authentic than artisan products. (Workman C, 2005) 2. 2. 3 Premium foods. Premium products use quality ingredients and careful methods but can be made on an industrial scale. (Workman C, 2005) 2. 2. 4 End Product. Products made by artisan have optimum taste, texture, and flavours or aromas, (and nutrition/health benefits). They resonate with place, tradition and culture (authenticity), and reflect the producer, his/her skill, personality and ethos, and the method of production. They often have an established and stable reputation. Often they are made for fresh consumption locally, or are available in limited quantities, providing a unique, exclusive experience (often including the purchase e. g. at a market/direct with the producer). They therefore also have a high prestige factor and high profile with respect to the quantity produced and distributed. Producers of artisan products are usually hands-on from production through to sales. They are very experienced, skilled and show an uncompromised commitment to their craft, trade and to the superior taste of their products. Often there are small numbers of people making any one kind of artisan product. (Workman C, 2005) 2. 3 Food Tourism During the 20th Century, industrialisation began to threaten artisan producers and many abandoned their traditional techniques. But in the past two decades, there’s been a resurgence in demand for quality products made by time-honoured methods†¦Food tourism has become big business, worth nearly ? 4bn a year. (Lane M,2005) Food has many roles to play for consumers: it is functional (sustaining life); it plays a key role in our celebrations; it is a conduit for socializing; it is entertaining; it is sensuous and sensual; and it is a way of experiencing new cultures and countries. For many, food becomes highly experiential (i. e. much more than functional) when it is part of a travel experience, it can become sensuous and sensual, symbolic and ritualistic, and can take on new significance and meaning. Even the most basic meal can be etched in memory forever when it is eaten when surrounded by awe-inspiring scenery or at the end of a special day exploring a new city. (Hall M and McIntosh 2000) Swarbrooke and Horner have stated that food tourism stakeholders such as restaurant and cafe owners, cookery school providers, festival organizers, hotel and resort managers, bed and breakfast operators, and food producers. By understanding how tourists make their decisions to purchase and/or consume food products we will be able to gain a better understanding of when we need to intervene in their decision-making process. Appropriate intervention can, in turn, be used to persuade them to purchase ‘our’ food products and services. Consumer behaviour research is the study of why people, either individually or in groups, buy the product they do and how they make their decision (Swarbrooke and Horner, 1999). Food tourism is something that is becoming more commonly understood. But how would someone decide where to go, and what to see? http://www. foodtourism. com/ Tourists who enjoy luxury food and patisserie generally make every attempt to at least visit Harrods while in the UK. Often, like the researcher at the visit first to Harrods tourists only visit and see, but, at their second visit at least a small amount of luxury food or patisserie is purchased. Although, consumer spending has slowed down in the UK, Harrods has shown an increase in profits in their Patisserie and Bakery section with its luxury food items. 2. 4 Consumer buying behaviour Kolb M. (2006) associates Maslow’s theory and consumer purchasing as she states Maslow’s theory has a direct application for marketing because many of these needs are met through the purchase of products. Infact, once a consumer has all the food, clothing and shelter they need, all other purchases are made to meet higher needs. Thus, the researcher can state that in order to meet some part of one’s self esteem needs, UK and international consumers may be relating to Harrods luxury Patisserie and Bakery food to experience self actualization and thus for Harrods this has created a niche. The interest in premium, specialty and artisan products is also influenced by the static growth in population, which has lead to a static growth in overall grocery sales. In this situation, foods that command a premium price and higher margins become the only growth sector, and therefore become the target of multiples. Artisan, specialty and premium foods are therefore gaining broader distribution in the multiple retail sector. Workman C (2005) 2. 5 Consumer buying Trends The growth of specialty fine food is attributable to Increasing consumer affluence as consumer wealth increase, so does the demand for more premium, value added products as opposed to cost-reduced commodity products†¦10% of population in UK is defined as affluent – this figure is expected to rise to 30%. When it does premium food, including specialty food is expected to account for 45% of total food sales in UK. The specialty market is worth ? 4. 2 b in UK and has grown from 20% from 3. 5 bn in 2003. British fine food consumers spend ? 900 per year on fine food. Workman C ( 2005) CHAPTER THREE Research Methodology 3. 1 Introduction This chapter discusses the different aspects involved in the methodology used to conduct the present study of Consumption of Luxury Food in Harrods Food’s Patisserie and Bakery Food Hall. It highlights methodological approaches which will allow scope of the Research study in a sustained process of planning and design. The consideration of the process will influence the choice of methods and approaches that will be presented. This chapter, for that reason contains a discussion of the research purpose, research approach, research strategy, data collection methods, data analysis and quality standards. 3. 2 Research Purpose Yin (1994) states that research purpose can be grouped and classified as exploratory, descriptive or explanatory. Exploratory research is conducted to clarify the nature of a problem, where the purpose is to provide insights and understanding, not to provide conclusive evidence. Exploratory research is conducted with the expectation that subsequent research will proceed (Zikmund, 2000:Bryman,1989). An exploratory study method is used when the aim is to develop proposition of future research (Yin,1994). A descriptive research is used when the major objective is to describe something, such as population or a phenomenon. It seeks to answer who, what, where and how questions. In a nutshell, it does not give the explanation of the cause of the findings. However, when solving a business problem, it is often enough with the information obtained from describing a situation and it is not required to know why things are the way they are (Zikmund,2000). In order to perform a descriptive research, the researcher must have prior knowledge of the problem situation and the information needed is clearly defined. In fact, this is the major difference between exploratory and descriptive research, as well as that the descriptive research must be structured and the methods for the selecting sources of the information and collecting data are pre-planned and formal (Malhotra,1996). In explanatory research, the emphasis is on studying a situation or a problem in order to explain the relationship between variables (Saunders et al. ,2000). According to McNabb (2008) typical objectives for explanatory research include explaining why some phenomenon occurred, interpreting a cause-and-effect relationship between two or more variables, and explaining differences in two or more groups’ responses. The purpose of this Research Study is to gain an understanding of Harrods success within it’s luxury food service specifically their Patisserie and Bakery department Food Hall, Knightsbridge, London, UK. In order to achieve this objective, the Research Study will need to consider three core elements which will be how Harrods’ conducts their design, implementation and evaluation strategy of the customer. Since the aim of the research is to describe how Harrods operates within the Luxury food service industry, the study is descriptive in nature. 3. 3 Research Approach According to Zikmund (2000) research can be conducted in different ways and includes both a theoretical and a methodological approach. The theoretical approach can either be deductive or inductive, and the methodological approach is qualitative or quantitative (Zikmund 2000) 3. 3. 1 Qualitative versus Quantitative Research Zikmund (2000) further states that when collecting information, either qualitative or quantitative data can be collected. Qualitative approach may consider the following methods for gathering information like: Participant Observation, Non-participant Observation, Field Notes, Reflective Journals, Structured Interview, Semi-structured Interview, Unstructured Interview, and Analysis of documents and materials. In contrast, quantitative methods for research techniques include gathering of quantitative data, like information dealing with numbers which is measurable. Statistics, tables and graphs, are generally used to present the results of these methods. They are distinguished from qualitative methods. The study, under focus is quantitative using an exploratory design. This kind of method is widely used to gain familiarity with a phenomenon that is not adequately explored. The researcher feels the need to explore this issue since there is not much data relating to Consumption of Luxury Food in Harrods Food’s Patisserie and Bakery Food Hall. 3. 4 Sampling Techniques The universe will comprise of ‘simple random sampling’ method to select samples. This will enable the researcher achieve the desired information. According to Kumar (2008), this type of sampling is also as chance sampling or probability sampling where each and every item in the population has an equal change of inclusion in the sample and each one of the possible samples, in case of finite universe, has the same probability of being selected. To select the sample, ‘each item’ in this research study will be assigned a number from 1 to 100. The sample survey will cover respondents in the age group of 18 years and above only. This will ensure that the respondents are old enough to understand and answer questions in the interview schedule. 3. 5 Population The sample size of this study is intended to be 30-50 respondents, in the age group of 18 years and above. The study will have to be completed in Harrods Patisserie and Bakery Food Hall, Knightsbridge, London. The population will only include consumers and purchasers from the above food hall. 3. 6 Research Instruments For the purpose of this research study both primary and secondary data relevant to this topic will be used. Without the use of both instruments the research study will not verify facts and the scope of analysis if not used together will not make the research interesting. 3. 6. 1 Primary Data Primary data for this research study will result from firsthand experience with the use of questionnaires for preliminary gathering of data. Questionnaires will be prepared prior to in-depth interviews with respondents at Harrods. 3. 6. 2 Secondary Data Sources. For the scope of this research study Secondary Data Sources will include literature review with sources from the library, web, and surveys. Other secondary sources of data will be sourced and will include thesis, newspapers and internal company reports. 3. 6. 3 Data Collection Instruments This section will include the 30-50 respondents completing a questionnaire. The interview schedule will be prepared on the basis of study objectives and aims with structured open ended and close ended questions. Section A may cover income, Section B may cover types of Luxury food and section C on consumption of luxury food. 3. 6. 4 Interviews At the time of the respondents’ completing the questionnaire the researcher will interview the respondents. This approach will enable the researcher gain a better comprehension of consumer spending on Luxury Food items in Harrods. CHAPTER FOUR 4. 0 PROPOSED ANALYSIS This chapter will highlight the Research plan as it will outline the steps for conducting the research in terms of description, timing and presentation. It will be used as a guide to execute and monitor the project which will enable the researcher to achieve the purposes of the research. The data collected will be analysed and presented diagrammatically in tables and charts. This will then enable empirical findings to be compared. In order to carry out statistical analysis of the quantitative data obtained, the Statistical Package for Social Studies (SPSS) and Microsoft Word software will be used to develop a comprehensive and flexible statistical analysis and data management for the research. This will enable a range of tabulated reports, graphs, pie charts, and analysis. 4. 1 Schedule. |Planned activities | | | |March |April |May |June |July | |Topic Selection |X |X | | | | |Literature Review | |X |X | | | |Meeting with Group | |X | | | | |Meeting with Supervisor | |X |X |X |X | |Seek Permission from Harrods | | |X | | | |Write up Questionnaire for data collection | | |X | | | |Data Collection at Harrods | | |X | | | |Analysis of data & Findings | | |X |X |X | |Write up of Dissertation Introduction | | | |X | | |Write up of Dissertation Overview | | | |X | | |Drawing up summary and conclusion | | | | |X | |Proof Reading | | | | |X | |Presentation of Research | | | | |X | |Final Submission | | | | |X |. CHAPTER FIVE ANTICIPATED OUTCOMES The results of this research will provide a specific insight for Harrods Patisserie and Bakery Food Hall into consumer behaviour, trends and patterns. 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