Should Animal Testing Be Illegal - 955 Words

Animal testing is widely used today for a variety of different reasons ranging from testing new medical treatments for serious diseases to testing new cosmetics. Due to the widespread nature of animal testing, there are those who argue that animal testing is morally wrong and that it causes unnecessary suffering in animals. However, there are some that believe animal testing’s ability to reduce human suffering makes it morally right, good, and useful. Throughout this paper, I will argue that testing on animals should be illegal because animals have the ability to suffer just as humans do and animal testing causes animal suffering. Animal testing has been around for generations and has both positive and negative effects. According to Hajar â€Å"Animals have been used repeatedly throughout the history†¦Ã¢â‚¬  (Hajar). The number of animals being used and cost of research has grown exponentially. Yarri states that â€Å"Today, animal research is a multi-billion indu stry, an estimated 17 to 100 million animals in the U.S. alone are used in animal research, and debates about the proper relationship between humans and animals have moved into the scholarly realm† (Yarri). Those who consider the question of animal testing have always been aware that most Westerns contribute to the notion that there is a hierarchy of the animal kingdom with human beings on top and other animals being further down (Foà «x). According to Aristotle, the ability of humans to reason and the fact that they haveShow MoreRelatedAnimal Testing Should Be Illegal1189 Words   |  5 Pagesmillion animals worldwide are used in laboratory experiments each year† (About Animal Testing). Animal testing has been used since the BC years, and it is used to understand and compare how things might affect the human body. In 1937, a pharmaceutical company released a drug that was poisonous to humans unknowingly. It ended up poisoning many people, and resulted in several d eaths. After this incident, experiments on animals became more important in the medical world (Hajar, Rachel). Animal testingRead MoreAnimal Testing Should Be Illegal827 Words   |  4 PagesAnimal Testing Should Be Illegal Animal testing, also known as animal experimentation, is the use of animals in experiments to test product safety. I believe it is a big problem in our society. Every year at least 2.7 million animals are killed in laboratories in Australia alone and at least thirty-three animals die each second worldwide, due to cruel animal tests. Many companies feel it is okay to test on animals because they are deemed not as physiologically or emotionally complex as humansRead MoreShould Animal Testing Be Illegal?2083 Words   |  9 PagesOne Fur Ball at a Time Through the years, animal experimentation has played a key role in leading to breathtaking discoveries in medicine, products, and cosmetics. However, what many people tend to forget are the numbers of animal subjects that have suffered serious harm during the process of experimentation. Each day across the United States innocent animals are used as test subjects for products that have little to no relevance importance. Animal testing has had many negative issues that accompanyRead MoreHave You Ever Seen A Cruelty Free Symbol In The Shape Of1430 Words   |  6 Pagescontents were made without it being tested on an animal first. But what if the symbol wasn’t on the bottle? Have you ever thought of what would happen to that bunny you would usually see in a pet store? To answer this question, commonly, animals put through experimentation are put through force feeding, food deprivation, and inflictions of wounds. That bunny probably is not okay right now. Cosmetic companies all o ver the world endanger the lives of animals to test toxicity and irritation of products.Read MoreAnimal Testing Proposal Essay1549 Words   |  7 PagesMillions of animals are being unneedlessly tested on for cosmetics, even though there are plenty of alternatives available and most of the results are unreliable or not applicable to humans. Although the fight against animal testing has made huge progress recently, America has yet to stop this cruel practice and chooses to torture animals while other countries are making a stop to the testing (â€Å"Animal Testing 101†). Right now, millions of mice, rats, rabbits, primates, cats, dogs, and other animals are lockedRead MorePersuasive Essay On Animal Testing1080 Words   |  5 Pageshappens to the thousands of animals that aren’t in the rescue centers? Do you ever wonder what happens to those animals bought and never to be seen again? Two words, Animal Testing. This awful way of testing hundreds of companies products on these poor, innocent animals. Half to almost all of those animals get killed by these confused researchers looking for a way to make a profit. We need to find an alternative for these cruel researchers. We need to free those animals, they deserve to have a normalRead MoreAnimal Testing Is Bad1374 Words   |  6 PagesAGAINST ANIMAL TESTING! The question is not, Can they reason? nor, Can they talk? but rather, Can they suffer?   Did you know that over a hundred million animals get injured or die due to animal testing? But when you think about is it actually legal? So the thing is it doesn’t matter what we think because there are people who want themselves to live a better life then the animals and they do experimentation on the animals just so humans can live a better life. AndRead MoreAnimal Testing Should Not Be Banned1581 Words   |  7 PagesAnimal testing is being used by different organizations all over the world to prevent specific diseases, especially cancer. Americans see animal testing having a harmful effect but it is one of the main reasons why society has most cures for some illnesses. This topic is important because people need to know what goes on during animal testing and why it is very beneficial. Animal testing needs to be used to find all cures. Some animals such as chimps/ monkeys have 90% of the same DNA humans haveRead MoreAnimal Testing Should Be Outlawed Essay1158 Words   |  5 Pagesof innocent and helpless, animals are being tortured and murdered. They are used for product testing as well as to put into products without consumer knowledge. These defenseless animals are deprived of respect and are victimized to an extent where it becomes unbearable to watch. There are many organizations that are trying to fight for animal rights. However, these organizations struggle with is because there is no legislation in the United States to combat animal testing. Even though it is not againstRead MoreAnimal Rights Should Not Be Banned1290 Words   |  6 PagesAnimal Rights There she sits in her favorite restaurant at her favorite steak house ordering her most favorite meal, steak. It s hunting season and he has been waiting all year to go deer hunting with his father and he just can t wait. The 8 year old girl goes to the doctor sick and discovers she has diabetes. In order to live, she has to inject herself with insulin everyday for the rest of her life. If animal rights is a law then we wouldn t have the luxury of any of these things. Although animals

The Space Of Space Exploration - 940 Words

Space Exploration Space exploration tends to be a subject that is arguable to Americans as we pride ourselves in boasting over every single one of our advancements. We progressed upon our predecessors such as Neil Armstrong and Buzz Aldrin: the ones that ventured into an unknown world. Their courage led us to achievements that have led our future to unsurpassable heights. I find myself almost having a vivid image of the moon landing in 1969 even though I would not be born for almost 30 years. As Neil Armstrong plants the flag for the future ahead of him, his quote â€Å"One small step for man, One giant leap for mankind† seems to echo in my mind. No doubt that every American knows of this lasting motif of patriotism from this day. Space exploration is not just tales that fantasize the human imagination; we need to recognize the affairs associated with it and then weigh the consequences. The issues that affect us, are the economics of the space program, the deep belief of patri otism, and the unity of the countries that it impacts. First and foremost, the economics of our country are a vital factor to think about when discussing the issues of space exploration. The country as a whole is already in an unbelievable amount of debt, so we need to argue that the National Aeronautics and Space Administration(NASA) program is not a lavish unneeded field. Of every dollar spent on federal programs, only 6 cents is used on a section of all the other programs where space and technology isShow MoreRelatedThe Space Of Space Exploration1254 Words   |  6 PagesSpace a waste?!!? Throughout the years there has been an increase in people against the idea of space exploration they believe it is foolhardy and a waste of money. Though space travel in not wasting money or blindly throwing resources away. Space exploration is an investment as we progress forward and continue to develop as a society, it will serve as a stepping stone in human expansion and help human’s learn more about their capabilities and limitations. Overpopulation Overpopulation has beenRead MoreThe Space Of Space Exploration Essay1913 Words   |  8 Pagesconcept of space exploration was first introduced to the American public in 1961 when President John F. Kennedy famously stood before congress and vowed that America would put a man on the moon â€Å"within the decade.† With hopes of defeating the Soviet Union in the â€Å"Space Race† and gaining a leg-up in the Cold War, NASA funding reached its all-time high in 1965-1966 when about four percent of the federal budget was devoted to exploring space. Since then however, funding dedicated to exploring space has nose-divedRead MoreThe Space Of Space Exploration1207 Words   |  5 Pages Keep Spreading Human Footprints into the Space The space is always full of mysteries embellished with humans’ fantasy. Developing from the ancient theory of â€Å"round sky and square earth† to the Big Bang theory and even sending astronauts to other planets, humans use their intelligence to satisfy their curiosity towards the universe. The new discoveries and achievements along with the space programs show the competence of humans and prove the necessity to keep exploring the universe with human. AlthoughRead MoreThe Space Of Space Exploration1464 Words   |  6 PagesAbstract Because our future depends on it, humanity must continue to invest in space exploration.. Technologies from the space program can be used to benefit the world and everyday life. Space flight encourages scientific aspirations and therefore more college educated people. The answers to the most deep-rooted questions of humanity lie in space. Who are we, why are we here? Are we alone? Why spend money on spaceflight when we have plenty of problems here on earth? The money that we spend on spaceflightRead MoreThe Space Of Space Exploration2341 Words   |  10 PagesSpace exploration has opened up so many new aspects to what is really out there and we have accomplished many things in terms of discovery and proof. There are issues involved with space exploration, though, such as space debris, astronaut safety, and the theory of space exploration really being a mission to find an alternative livable space if Earth ever becomes uninhabitable. Understanding the real reasons why we are going t o such great lengths to find life in space could change the outlook onRead MoreThe Space Of Space Exploration Essay2288 Words   |  10 Pagestriumphs in the fields of space exploration and aeronautics. The forefront of this â€Å"Space Race† arguably began with the Sputnik, a Russian artificial satellite launched in the late 1950’s. Following the launch of Sputnik 1, the genesis of American competitive space exploration built roots in the formation of NASA under the Presidency of Dwight D. Eisenhower. The National Aeronautics and Space Administration was founded in 1958 under a premise of competitive space exploration and continued discoveryRead MoreThe Space Of Space Exploration1982 Words   |  8 PagesIntroduction Since the beginning of the Space Race between the US and USSR, human civilization began to step forward into a new era of space exploration. Numerous artificial objects were sent onto the earth orbits for various purposes. Their existence brought human race a broader vision and deeper understanding upon the outer space. However, many of them and parts remain in space. Some were retired and deserted, and some shattered into pieces. More and more have realized that,these out-of-controlRead MoreThe Space And Space Exploration844 Words   |  4 Pagesstood out because of his many plans and policies on space exploration. Ted Cruz has spoken of what he plans on doing if he were to become president. He plans on developing a rocket and capsule that can take astronauts clear into Mars early as 2030. He adds that this is a crucial part in space exploration and developing NASA in to full capacity. The project which will cost billions of dollars will further advance the United States into the s uperior space program over any other country in the world. WhileRead MoreThe Space Of Space Exploration1787 Words   |  8 PagesHave you ever wondered how space exploration impacts your daily life? Space exploration is â€Å"the investigation, by means of manned and unmanned spacecraft, of the reaches of the universe beyond Earth’s atmosphere and the use of the information so gained to increase knowledge of the cosmos and benefit humanity† (Logsdon). A spacecraft is a vehicle designed for travel or operation in space beyond the earth s atmosphere or in orbit around the Earth. (dictionary.com). Advances in technology in the 20thRead MoreThe Space Of Space Exploration2152 Words   |  9 Pagescost of space exploration is too high, and therefore new technological developments should be left to the private sector rather than the taxpayers pockets. Some feel that the funding of NASA and space exploration is no longer necessary or important, but whether funded privately or b the government, funding of space exploration is imperative because NASA is essentially the only agency with the technological capabilities to support aircraft manufacturing, air safety, and air transportation. Space exploration

Mis Assignment free essay sample

The purpose of this assignment is to examine a case study on a private or public company and suggest suitable improvements to the current Business Information Systems used for their business processes supporting the findings with data analysis. The organisation that has been chosen to be analysed is HMV, it is part of HMV Retail Ltd formerly known as HMV Group PLC. Company Background HMV specialises in the sale of home entertainment goods mainly music, DVD and computer videogames, currently they have also ventured into portable technology with the sales of headphones and tablets (HMV, 1921). HMV stands for His Master’s Voice and has a recognisable logo of a dog and a trumpet. Sir Edward Elgar opened the first HMV in 1921; the flagship store is on Oxford Street it mainly sold goods from HMV at the beginning of its inception (HMV, 1921). However by the late 1950’s – early 60’s with the advent of rock and roll and new recording formats HMV began expanding its operations to other major cities of the UK (HMV, 1921). To keep in tune with the times, HMV invested heavily in purchasing thousands of titles by different artists for each of their stores. HMV came out as the top dog in music retail as they were meeting the high consumer demands and the change in home entertainment. HMV’s strategy to change its products based on changes in home entertainment continues to this day. It is one of UK’s specialist retailers in music, DVD and computer games. It has over 140 stores in the UK and has many stores in North America, Europe and Asia pacific (HMV, 1921). Presently HMV is facing tough competition from online retailers like Amazon who are able to offer lower prices owing to Amazon having lower staff cost, property cost, inventory cost and operating costs (Phelan, 2013). Operations, inputs and outputs of HMV The operations of HMV are supply management, stock management, customer relations, staff/personnel management, sales, advertising, international operations and joint ventures (HMV, 2013, pp. 8). Supply management operation is the procedure of buying and managing resources for the business needs and processes of an organisation (Business Dictionary, n. d. d). In the case of HMV it is the purchasing of inventory goods to be sold as products in their retail process and the management of said goods, staff, budget and information (HMV, 1921). Stock management operation is the supervision of the inventory of a business ensuring it meets consumer demands (Business Dictionary, n. d. c); in HMV’s case it is maintaining the stock levels of products to be sold. Customer relations operation is the way a company can build a rapport with their customer, manage the relations made and ensure the loyalty of the customer (Business Dictionary, n. d. a). HMV uses their purehmv incentive program to ensure the loyalty and return of customers (HMV, 1921). Personnel management operations is the recruiting and investing in employees in order o retain said employees and make them important to the business (Business Dictionary, n. d. c). For HMV this would be the hiring and development of staff within. International operations for HMV is the management and development of their international stores and profile, they have stores in North America and Asia pacific. Joint venture operations for HMV is the 50% investment in 7digital an online retailer of digital music (HMV, 2013, pp. 8). The sales operation for HMV is the way in which they sell and manage the sales of products. Advertising operations is how HMV manages and develops marketing of products. The inputs that HMV receives are: * Products: Music, Videogames, Films and TV, Tech * Staff * Customers * Profit/Money * Information The outputs of HMV that they receive after operations are: * sales they make from products * service they provide to customers * the purehmv incentive program * advertising * better qualified staff * Business Processes of HMV HMV has many business processes for each of their operations. For supply management the processes include shipping, re-ordering and notifying supplier. For stock management the processes are storage, measuring stock levels and ensuring quality of stock. The processes for customer relations are customer service, returns, refunds and technical support. Business processes for the personnel management operation are recruitment, selection, manpower planning, training and development. For sales operation the processes are order management, payment handling, delivery and counter service. The processes for advertising are advertising strategy, market research and medium strategy. For international operations all of the above fall under it including the processes. The business processes of the joint venture operations are purchasing music rights, managing investment and managing infrastructure. There are many more business processes for each operation only a few have been mentioned. Counter service within the sales operation is important for HMV as currently that is the only service they offer (HMV, 1921). This process involves the customer coming to the store, picking an item and taking it to the counter to be ringed up on the (Transaction Processing System) TPS. The TPS will ask for payment type, customer will pay in either cash or card. The TPS will record the purchase and print out a receipt for the customer. Also the business process called delivery which is part of the sales operation is a joint process with the counter service. Customers can come in to the store and make an order for a product at the counter. A member of staff will take the order and put it through the order processing system and TPS. The customer will be given a receipt from the TPS and an order number will be given to the customer and dispatched to the warehouse. A date and time will also be given to the customer to inform them when the delivery will be available to pick up form the store. Structured Decision making Structured Decision making is essential at operation levels in order for HMV Retail Ltd to find out which products are selling well and also to find out where to set targets for day to day retail activities, the table below can be used for this purpose. Semi-structured decision making Semi-structured decisions are on a short to medium term basis and are tactical decisions. The table below can be used by managers to make decisions regarding finance management, inventory control, sales targeting and supplier management. Unstructured decision making Unstructured decisions are used to focus on the long term and to forecast future trends within the organisation. These decisions are made by senior management such as the area manager or the head retail manager. They can use this information as a way of forecasting future profits as well as determining which of their products produced the most revenue. This chart can be used to identify the margins between costs of products purchased, the revenue generated from the sale of products and the total profit after cost has been deducted from revenue. This chart can be used to identify and compare the amount of stock sold, stock bought and the amount of stock left for each item category. Strategic radar plotting technique The strategic radar plotting technique can be used to identify an area in which HMV is doing well in and the area in which they are weak in. From the radar below HMV is doing well in 2 sales categories videogames and technology. These 2 are producing the most sales therefore they are the area in which HMV has much strength. The other 2 sales categories Music and Films amp; TV are producing the least amount of sales therefore the conclusion is these are the weak areas of HMV. Identifying the following areas will now allow HMV to develop new sales strategies in order to boost the weak areas and strengthen the areas in which they already have a strong presence. Goal setting analysis and what if analysis What if we want to make ? 1000 on this product rather than ? 780? How much stock needs to be sold in order to reach the amount? The what if analysis does the calculation and informs us that to gain ? 1000 for this product 50 must be sold.

Social Work and the Arts-Free-Samples for Students-Myassignment

Question: Discuss about the Social Work and the Arts. Answer: Art is a good source to convey messages to the art lovers and to those who understand art works. The world has seen many famous artists and painters who have dedicated their life in portraying different images of social facts through their imagination. Such names are Picasso and William Segar. The different kinds of art works portray the description of different social issues or messages in brief. The messages are not understandable to the naked eyes unless it is being read by some knowledge on the art works. A particular art conveys a particular message (Trndle Tschacher, 2012). In this paper, the Ermine Portrait of Elizabeth I of England has been chosen to understand the social messages that the art conveys to the human being especially to the women. The main purpose of this assignment is to understand the message that the art work conveys with the help of different sociology theories such as empowerment, oppression and feminism. The chosen art work for the assignment is The Ermine Portrait of Elizabeth I of England. The art work is painted by William Segar in the year 1585. The work is currently located in Hatfield House in the United Kingdom (Tittler, 2013). Figure 1: The Ermine Portrait of Elizabeth I of England by William Segar Source: (Tittler, 2013) This portrait of Elizabeth portrays the power, which is rarely observed in women. There have been only few women in this world who have proved them as powerful women. They had authorities in their hands. They taught the world especially to the women group that power is not confined just to a group. It is rather a characteristic of every single creature in this world who have dares to go against the odds. This particular portrait depicts the radiation of power, which is visible in most parts of the art. The piercing stare of Elizabeth I and her long dress certainly makes this art an eye catching. The theme behind the work is to portray the importance of power to women. In the ancient times, women had no justice for their rights. They were not allowed to share common places at the different social gathering places. They had no status neither they had any choices for their kind of lives. Sati Pratha in India is a very good example of such art works. Women according to sati pratha had no rights to live in this world after the death of their husbands (Watson, 2015). The chosen art works can be understood with the help of some popular social theories such as feminism, empowerment and oppression. The theory of empowerment suggests the self-determination in people. The theory suggests the feeling to live the life on the self-determination and the self-authority. This is to make people realize the importance of ways to overcome their feeling of powerlessness (Kiraly, 2014). There are numbers of women who have no realization about the power, which they could inhibit in them as well. The art works rightly suggest the importance of power for women as well. The contemporary world is changing now, but it has not yet proved its uniform behavior with women. According to the theory of feminism, women are not compensated with fair wage payment for their works. Feminism concept is very important for a social cause, which has investigated in lowering the authority of women. Feminism along with empowerment is two very important sociology theories, which advocat es the right to justice for women (Donovan, 2012). The contemporary world is being popularized as a world, which gives equal rights to women. However, biasness in paying wages to women workers is highly observable across the globe. The problem is continuously expanding with the passage of days. The chosen art work does clearly speak about the possibilities of high status for women as well. Elizabeth I in the art work have been shown wearing a very expensive dress. The highly expensive dress up and a confident staring do clearly suggest the possibilities of self-determined and equal rights for women. The theory of oppression investigates the ways in which women are oppressed. It is very much related to both the sociology theories such as empowerment and feminism. When a woman is not empowered she is oppressed. The social lives of women have remained affected from a complex thinking of the society. They have suffered in the past. They are still suffering; however, the definition of su ffering has been shifted from a social boycott when they were divorced to an unjustified social life. Theories of empowerment, feminism and oppression do investigate the lost power in women. These theories thus try to communicate a changed way to live their life. The life where they would feel like such as the character of Elizabeth I depicted in the art works (Vogel, 2013). The chosen art represent a vital social issue, which still persist in various developed and developing countries. An unfair behavior with the female employees at the workplace is a significant concern for the social lives across the globe. The male employees are paid high wages for the same nature of works; however, women are paid less than them (Goldin, 2014). The particular issue is validating the points of feminism concept of sociology. The piece of work represents aspect of human experience, which has concerns for various social works. The women were burnt alive on the debris of husband just because of sati pratha in India. Women had no rights of living their own lives. They were treated as if they were any slave of their husband, which is why they were burnt alive with their husbands. In the contemporary world, unfair wage payment to male and female staffs is another social concern, which the art work is degrading. The art work has shown a self-determined queen, who is well dres sed up with some highly expensive clothing. The way the queen Elizabeth I dares is simply a message to the entire such women who are yet to consider a self-determined life. They would supervise such lives. It is a big social concern, which still persists in the contemporary world. Women have freedom to work in most of the places; however, their freedom is not accustomed with the equal rights as well. They are not paid fair wages for a same nature of work as done by the male workers. The chosen art conveys very limiting but powerful messages, which is yet to be realized entirely in the contemporary world. The unjustified distribution of wages among male and female workers is not only the social problem, which the contemporary women have today. In addition to this, they are also being utilized from the higher officials at the workplace. They are not believed to be a partner worker but rather they are believed to be a partner of sexual relationships (Koellinger, Minniti Schade, 2013). The art work does very well illustrate the courage to stand against the hardships. The way Elizabeth I dares and the way she has dressed in represents a gutsy image of a woman who knows no boundary for her self-determination. The art work supports the courage to stand against any hardship (Davies, 2015). Hardship can be in any form such as the dominating character of male people at the different social places. The women are still living in a male dominated world. They are less preferred for a work. The social inequalities are a concern for the social workers. The world has seen some renowned social workers such as Mother Teresa who herself represent the importance of a self-determined life where women would live freely without the dominion of male people. The contemporary they face at the different stages in their lives. The art work on the Elizabeth I of England indirectly conveys a message that a large population of women has still not considered the lifestyle that the queen had portrayed in the art. The way Elizabeth has been shown through the art work shows the other part of women, which is hardly seen in the contemporary world. The ancient world had more problems; however, the contemporary world is not much different. The only difference lies in the definition of injustice to women. A high population of women were socially tortured in past in some places such as in India in the name of blind faiths. The contemporary women group is not much different. They are tortured at the different social places; however, they verbally support the equalities for men and women. In reality women are tortured for physical needs. They are used at some places as well. Nevertheless, they are promoted to some higher position just to use them for physical needs (Okechukwu et al., 2014). The theme in this art piece is important for social works because a large segment of women across the globe are living an unjustified and powerless life. The contemporary world might give some examples of women leaders at the top position such as the Britain Prime Minister Theresa May. However, there are high inequalities in the ratio of population of male and female. There are high differences in their qualification and professional lives. For example, weight lifting is good for health. However, women are mostly disallowed by their male partner for physical exercises such as weight lifting. If both the groups have equal rights then why a healthy life is not a concern for women as well. The theme of the art work is very important for various social workers across the globe to raise the awareness regarding the highlighted issues. This is very important for a peaceful social life. Nevertheless, women are raped because they are treated as a resource to fulfill the wrong desire. If they have equal rights then they would have been asked at every instance of rape cases about their consent for the same. The chosen art is just to attract social workers more seriously towards the subject matter. The art work conveys a message that women can be powerful leaders who would have no external restrictions on their wills (Ibarra, Ely Kolb, 2013). My personal reaction to this piece of art is very familiar to what have been mentioned above. According to me, women should get equal rights. They should be treated equally at the different platforms of life. There should not be any bias behavior while choosing the leader. A leader should be elected based on his or her expertise. A leader should never be selected on the gender preferences. The unequal distribution of wages should be eliminated at the workplaces. The women participation at the different managerial positions should be encouraged. There should be a balance in between women and men in terms of sharing the power and authority. However, I also believe that hard physical works should not be assigned to women. They are not made for such things. The leadership position is my point of concern. Women should be encouraged and trained to be a leader. Social works are a good source to raise general awareness regarding a social issue. The chosen works for the assignment makes a highly hidden fact visible to the entire world especially to the social workers. The contemporary world has mostly forgotten the importance of women. The contemporary world has tried to attract women participation at the workplaces but they have not favored their chances at the leadership position. This is due to such reasons women are not paid equally for their equal works as that of men. They are not encouraged for the rarest of thing such as physical exercises at the leisure gyms across the globe. They are considered at some places but those are negligible in comparison to the level of injustice done to them. The ancient world has seen the worst of behaviors with women such as in the name of sati pratha. The contemporary world is not any different to the ancient world. The condition of women is slightly improved but there is still a long way to go to impl ement a uniform living style for both men and women. References Davies, S. (2015).The philosophy of art(Vol. 5). John Wiley Sons. Donovan, J. (2012).Feminist theory: The intellectual traditions. Bloomsbury Publishing USA. Goldin, C. (2014). A pollution theory of discrimination: male and female differences in occupations and earnings. InHuman capital in history: The American record(pp. 313-348). University of Chicago Press. Ibarra, H., Ely, R., Kolb, D. (2013). Women rising: The unseen barriers.Harvard business review,91(9), 60-66. Kiraly, D. (2014).A social constructivist approach to translator education: Empowerment from theory to practice. Routledge. Koellinger, P., Minniti, M., Schade, C. (2013). Gender differences in entrepreneurial propensity.Oxford bulletin of economics and statistics,75(2), 213-234. Okechukwu, C. A., Souza, K., Davis, K. D., de Castro, A. B. (2014). Discrimination, harassment, abuse, and bullying in the workplace: Contribution of workplace injustice to occupational health disparities.American journal of industrial medicine,57(5), 573-586. Tittler, R. (2013).Portraits, Painters, and Publics in Provincial England 1540-1640. Oxford University Press on Demand. Trndle, M., Tschacher, W. (2012). The physiology of phenomenology: The effects of artworks.Empirical Studies of the Arts,30(1), 75-113. Vogel, L. (2013).Marxism and the oppression of women: Toward a unitary theory. Brill. Watson, A. D. (2015). Design Thinking for Life.Art Education,68(3), 12-18.

Terrorism Essays (702 words) - Terrorism, Violence, Crime

Terrorism Terrorism Why do people resort to such violent acts as bombing, assassinations, and hi-jacking? How do individuals and organizations justify these acts of terror. These acts can be described as terrorist actions. Terrorism is an growing international problem. During the last twenty years, new terrorist groups have sprung up al lover the world. Governments have had little success in their attempts to resolve issues in which terrorism is used. A major problem in discussing terrorism is establishing a generally accepted definition. Terrorism can be described as the unlawful use of fear or force to achieve certain political, economical, or social aims. Because it is so hard to define, organizations like the United Nations have had great difficulty drawing up policies against terrorism. Terrorist actions may be committed by a single individual, a certain group, or even governments. Most terrorists, unlike criminals, claim to be dedicated to higher causes, and do not believe in personal gain. The methods used in terrorism include threats, bombings, the destruction of property, kidnapping, the taking of hostages, executions, and assassinations. There are many reasons why political groups attempt to bring about radical change through terrorism. People are often frustrated with their position in society. They may in some way feel persecuted or oppressed because or their race, religion, or they feel exploited by a government. Any group that uses terrorist actions have very complex and powerful reasons to engage in those activities. The use of terror to achieve goals is not a new idea in history. One early terrorist group, the assassins, flourished in the 12th and 13th centuries. The assassins used murder to dispose of their enemies, and their name has come to be used for one who kills for political or religious reasons. Government terrorism dates at least from immediately after the French Revolution, in 1789. During this period, known as the "Reign of Terror," the French Revolutionary executed thousands of its citizens who were considered enemies of its rule. Acts of terrorism have been committed by individuals, or groups who seek national independence. One such act was the assassination of the Arch Duke of France in 1914. The assassination had sought to win Bosnia form Austrian rule, but failed and led to the outbreak of World War I. Kings and government officials are often the targets of terrorism. Czar Alexander of Russia was assassinated in 1881 by members of a terrorist group that wanted to overthrow the government. Other famous people who were assassinated because of their beliefs were Martin Luther King Jr., and Pope John Paul II, who was shot, but survived. While many groups have engaged in terrorism throughout history, the Anarchist political groups in the 19th century are most remembered. These groups were especially strong in Italy, France, Spain, and the United Sates, but their roots lie within the Russian peoples will movement. Anarchists believe that by nature people are good, and that in the right circumstances people can leave in peace. They oppose all centralized state and think it is an oppressive force that prevents people from cooperating with one another. Modern Terrorism retains some elements of terrorism in the past. At the same time it differs because it has a wider extent in many of its methods. Today, terrorism poses a threat to innocent people, and is a serious threat to democratic fomrs of government. One of the characteristics of modern terrorists is their practice of taking hostages in order to force their demands upon a particular government. If demands are not met, the hostages face the threat of death. Hi-jacking commercial airlines and holding their passengers and crews hostage has become a favored method among terrorist today. Many people believe that terrorism became global in its extent in the late 1960's. In 1970 over 300 acts of terrorism were recorded worldwide. By 1979the number of terrorist incidents for one year increased to 3,700. Politically unstable countries offer frequent opportunities for terrorism. Lebanon, which has been torn by years of Civil War, has been the sight of numerous terrorist attacks. In addition to terrorist groups, governments today also engage in terrorism. Countries sometimes use terrorism as a substitute for traditional warfare by providing money, training, and weapons to terrorist groups whose activities serve their national aims. Governments may also plan and carry out terrorist actions themselves, although they usually deny responsibility for them. It is unlikely that we will ever see and end to terrorism. Terrorists are not born, but created as todays issues of today develop into the conflicts of tommorow.

Free Essays on The Man

Free Essays on The Man Thou hast learned to love a manly man, Your love is stronger than the raging wind. You don’t think your love can stand; it can. When troubles come just remember to mend. Your man is strong and devout as can be; He comes from afar and knows the land. He will never ever cease to displease thee, Look in your corner the post is manned. Your think you are number one in his life, Don’t be disappointed because you are. He’ll be with you in trouble and strife, Where ever you are he will not be far. Remember this man was very hard to find, Whatever you do keep him on your mind....

Week 1 Coursework Example | Topics and Well Written Essays - 250 words

Week 1 - Coursework Example Most of these eligibility cases rise because of immigration status, citizenship and income. Only the immigrants legally in the country can buy the health insurance through the exchanges, these include the refugees, people on workers and the student’s visas, and the immigrants with green cards (Goodnough, 2014, p.13). The article provides a national perspective as its focus the immigrants in the United States and their failure to provide legal documents. The article states that the issue about eligibility is mainly in Florida and Texas that happen to have the largest number of immigrants. The information in the article affects many people living in the United States as it slows down the process of acquiring the health insurance. The immigrants face a greater problem as according to the administration most of these cases arise from the provision of wrong information by the immigrants. By 5th September, the immigrants should submit their documents failure to which they will lose the health care insurance. The provision of fraudulent information and the carelessness of the administration results to the cases of eligibility, these in turn affects all the citizens of the United States in the process of acquiring the health insurance. The article provides solutions for the immigrants to avoid losing their health insurance; these include the provision of immigration and citizenship documents by the immigrants. All immigrants in the country should provide the required legit information in order to avoid losing their health insurance (Goodnough, 2014,

Gender in Organizations Essay Example | Topics and Well Written Essays - 2500 words

Gender in Organizations - Essay Example As a result, women remain different from men in that they put in more time and effort at the workplace and do more unpaid housework than their male partners. This is the main point raised by Ilene Philipson (2002) and David Schweingruber (2007), whose papers were selected as the two centerpieces of research for this essay because they capture the essence of the topic we want to discuss: that is, gender equality as it unfolds at work and at home today remains meaningless for the most part because of what both Philipson and Schweingruber call the "second shift," with Phillipson adding another factor called "familism." The first part of the main body discusses the dynamics of these two factors as to how they effectively distort the meaning of gender equality in the workplace. To illustrate the point, the last part of the essay's body looks into an actual case study of a married woman doing second shift work, tying this up to conditions in New Zealand, which is currently headed by a woma n president and where the women's movement is going great guns. ... Second Shift & Familism The dramatic increase in the labor force participation of women gave rise to the perception that we have finally entered an era that puts men and women on equal footing and makes no distinction between their sex and interests (Philipson, 2002). Women now hold jobs previously confined to men, such that there are now women police and soldiers, pilots, miners and even steel mill workers. Research since the 1960s shows that women's time spent on housework has been cut by nearly half while men doubled their time (Mickelson, et al., 2006). However, a closer look reveals that married women continue to suffer from gender inequality in the amount of work they do both at the workplace and at the house. In households with two wage earners, the women who enter the labor force continue to do more housework than men (Schweingruber, 2007). Women suffer from the same disadvantage at their paid job outside the home largely because of the mothering instinct that they bring to the workplace and creates special problems for their claim to gender equality (Fletcher, 2002). Even as a wage gap between working women and men persists, there is also a "leisure gap" between them at home (Bartley, et al., 2005). This crack in the otherwise greatly improved gender relations is traced to the "second shift" phenomenon, which is described by Philipson (2002) as the two work shifts of women: their unpaid job at home and paid job outside. Schweingruber (2007) defines the condition in more or less the same terms, relating it to the load of housework that married women perform on top of their shift of work outside the home. An important aspect of the second shift phenomenon is the way women develop an emotional attachment to their jobs and

Quality of Care in a Rural Population Essay Example | Topics and Well Written Essays - 500 words

Quality of Care in a Rural Population - Essay Example Rural adults, according to research, state five times more often than urban adults to feel fair or poor about their health status. Most of these rural residents prefer to get their care locally and may not get specialty care because of their reluctance to go elsewhere (Pierce, Foley, Clark, 2006). There are also many other cited barriers to care. Those include lack of financial resources, distance to care, lack of transportation, and a shortage of healthcare professionals that varies by profession, region, and state (Merwin, et.al. 2006). Rates of those healthcare professionals continue to decline in rural areas. There is also difficulty getting appropriate supplies and provides problems for services like home health care and meals on wheels. There are many strategies that have been contemplated for use in improving this rural healthcare problem. It is much more studied now than in the past, with the information given in the Healthy People 2010 study. In the rural communities in Oregon, there is an effort to solve this problem. There are several very rural hospitals in Oregon which are Critical Access Hospitals.

Effects of Colour Packaging on Consumer Behaviour

Effects of Colour Packaging on Consumer Behaviour Abstract: When determining possible colour options for a new product, packaging professionals must keep the consumer in mind. First, they determine what type of message the product should give. Based on the message, a colour scheme that represents this message is chosen. This is why basic research is necessary, whether its from previous case studies of similar products or from focus groups. Finally, packaging professionals must create an â€Å"attention† to the product, making it easily noticeable to the consumer. By following these basic steps, the package could be considerably successful. It may also instil a certain image or message into the consumers mind that keeps them loyal for many years This paper aims at investigating the effect of packaging design of the soft drinks industry, specifically colour, on consumer behaviour. Most buyers make the decision of purchasing because of the packaging, which is often considered as the  «silent salesman ». Now that more and more businesses understand the role of packaging to act upon consumers, it is crucial for packaging to be studied as an influence on consumer behaviour. In todays consumption society, consumers are faced with a large choice of product choices and in this way, the packaging plays important roles as it is a source of information. Primary and Secondary data that has been collected for this research signals that consumers are affected by colours in their purchases From our research, we concluded that Blue and Red packaging were much more popular than the other colours. Moreover, yellow packaging was the least popular. Results show that the colours of packaging have a large impact on consumers and therefore on sales and profits. Chapter One: Introduction 1) Background The central point in todays marketing is to fully please consumers needs and prosperity. The major point in marketing planning is always consumer. The firms and markets have massively developed and the competitive environment is becoming more and more concentrated The market today is packed with so many different brands, which make it difficult for consumers to arrive at the final buying choice. At the same time companies also face complications in attracting consumers A brand visual appearance is very crucial to consumers especially in todays visual-obsessed society, where consumers have more choice and less time than ever before. This is why, it has never been more important for marketers to invest in the design and look of their product or logo. When shopping, consumers are confronted with too much choice and the packaging and colour play an important role into this choice. Colour plays a crucial part of business and marketing at both strategic and tactical level and organisations will pay colossal amounts of money to build and improve, so that colours thought of appropriate will be associated with both the company and its variety of products. It can be so successful that in some cases a colour will be immediately related to the organisation on question. Every major organisation will are developing and designing corporate colours that reproduce the values and products of the organisation in consumers minds. In this way it will be hoped that the use of colours will help the customer instantaneously recognise the organisation and perceive it as being competent, contemporary and truthful. Packaging is very important and a colossal amount of time and money is spent on consumer packaging colour design, trying to get colour combinations that exceed expectations. â€Å"Computer technology has helped a great deal in all areas of product research as 3D images can be portrayed and colours and shapes manipulated on the screen to ascertain a respondents reactions. Such is power of colour that it would be extremely hard for us to imagine such well-known products in a different colour, such as green Mars bar, a blue Kit-Kat, a yellow Coca-Cola, a pink Heinz baked bean tin and black Kelloggs cornflake packets.†(Ray Wright 2006) It has been estimated that packaging design plays a major role because it is often the only factor that can differentiate between two products (Buxton 2000; Rettie and Brewer 2000). Actually, we can even go further and say that packaging is now being seen a new form of advertising (Furness 2003, The Silent Salesman) 2) Rational for chosen topic: This study is selected to find out the factors which affect consumer decision while purchasing or selecting a certain colour packaged product. This research will explore the Technological, Cultural, Social, Personal and psychological factors have a big role in consumer buying decision and also how a packaging design and colour will affect and impact on buying decisions of consumers. 3) Statement of the nature of the problem Because Colours and shapes express about 80% of all visual communication (LaCroix 1998), consumers are getting used to employing colour as a means of amassing information. Thus, colour plays an important part in marketing and advertising and especially in packaging. Researchers have spent more than four decades studying the attitude of consumers in the marketplace (Petty, Cacioppo and Shuman 1983). This area is now called and known as consumer behaviour. Consumer behaviour involves the thoughts and feelings people experience paired off with the actions performed during the shopping process (Peter and Olson 1999). When a choice has to be made, a consumer may use the information of size, texture, shape, price, or ingredients to make the decision of which product to purchase especially when setting quality. Thus, it is interesting to investigate the effect of colours used in packaging on consumer behaviour. 2.1The Psychology of Consumer behaviour The study of consumers help firms and organisations improve their marketing strategies by understanding their behaviour. One official definition of consumer behaviour is: â€Å"the study of individuals, groups or organisations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society†. (Hawkins, Best, and Coney, 2001, p7.) Each organisation provides some products that are used by some consumers, even though we may not always recognise the products or consumers as such. 2.2 Factors taken into account when packaging a product Packaging is used to protect the product from damage during shipping and handling, and to lessen spoilage if the protection is exposed to air or other elements. The design is used to attract customers attention as they are shopping or glancing through a catalogue or website. This is particularly important for customers who are not familiar with the product and in situations where a product must stand out among thousands of other products. Packaging designs that standout are more likely to be remembered on future shipping trips. Packaging design and structure can also add value to a product. For instance, benefits can be obtained from package structures that make the product easier to use while stylistic designs can make the product more fascinating to display in the customers home. Decisions made about packaging must not only be accepted by the final customer, they may also have to be accepted by distributors who sell the product for the supplier. For example, a retailer may not accept packages unless they conform to requirements they have for storing products on their shelves. Companies usually create a package for a lifetime. As a matter of fact , changing a products packaging too frequently can have negative effects since customers become conditioned to locate the product based on its package and may be confused if the design is modified. Marketers have long used the colour and design of their product packaging to produce brand awareness. Traditionally, changes to a products look have been undertaken as little as possible as to preserve that hard won brand recognition. Today, rather than sticking with one colour scheme, companies must constantly update their image to keep them as fresh and exciting as the competitions. Packaging decisions must also include an assessment of its environmental impact especially for products with packages that are frequently thrown away. Packages that are not easily bio-degradable could evoke customer and possibly governmental concern. Also, caution must be exercised in order to create packages that do not break on intellectual property, such as copyrights, trademarks or patents, held by others. (Richardson 1994). Recent research by the Henley Centre (Frontiers, 1996) estimates that 73 percent of purchase decisions are made in the store; the design of packaging must play a key role at point of sale. â€Å"The pack design is the salesman on the shelf (Pilditch, 1972)†, â€Å" it should ensure that a brand stands out, is recognised, and is included in the products under consideration† (Connolly and Davison, 1996). Good business is often about finding out consumer trends and forming a strategy that targets growth in key technologies and market segments to capitalize on these trends. As packagers and package printers, they need to be in tune with trends and changes in shopping habits in order to remain successful. 2.3 Role of colour in marketing Research supports the importance of a brands visual appearance to consumers. One study by the Institute for Colour Research revealed that people make a subconscious judgement about an item within 90 seconds of first viewing, and that up to 90% of that assessment is based on colour. Another of their study study reveals that colour increases brand recognition by up to 80%. Colour clearly plays an important part in catching the modern-day consumers eye. According to the Henley Centre, 73% of purchasing decisions are now made in store. Consequently, catching the shoppers eye and delivering information efficiently are critical to successful sales. In todays world of infinite choices no brand can afford to ignore the impact of colour. More importantly, why would anyone want to give that potential advantage away to competitors? Colours send a variety of signals about the person, place or thing they adorn. Using this link between human emotion and colour to sell a product is certainly nothing new. 3) Objectives The objective of this research is to investigate if the colours that are used in packaging do influence our (consumers) behaviour. Understanding the effect packaging colour has on consumer decision- making would be as an introductory mean of investigating packaging design as the new advertising. The study also examines how different colours influence consumer decision making, and ultimately, the consumers intent to purchase. It focuses on packaging design from a communication aspect, not an engineering one. We examine how packaging influences buying decisions for packaged soft drinks products. As we know, the package impacts the consumer. This is because of conflicting trends in consumer decision-making. On one hand, some consumers are paying more attracted to label information (Coulson, 2000). These consumers are more concerned in the product decision and use package information more extensively. On the other hand, modern consumers are often looking for ways to reduce time spent on soft drinks shopping. This can influence decision processes, too, as time pressure reduces detailed consideration of package elements ( Warde, 1999). While these are important issues, and becoming even more critical in the increasing competitive environment, there is little comprehensive study on how packaging elements influence brand choice under involvement and time pressure. This paper aims at forming a better understanding of the link between colours used in packaging and consumer purchase behaviour within the soft drinks industry. 4) Relevance and significance of the subject Until recently, the importance of colour as a brand identity wasnt as recognised. It is nowadays clear that colour can play a very large part of any organizations success. This pushes us into asking ourselves the following questions: Ø How does colour affect us? Ø Which colours have an impact on us? Ø Do organisations carefully choose what colours to use when packaging a product? 5) Structure and content The next chapter will be a literature review that will study: 1) A review of consumer behaviour and especially what mostly affects consumer decisions 2) The effect of packaging design and especially colour on consumer decision making and consumer purchase intent. 3) A review of the literature regarding colour, colour association and colour practices. The third chapter will examine the soft drinks industry nowadays in the UK and worldwide. The fourth chapter will be an explanation of the different methods used to practice a research. It will also outline the method used into this particular research question The fifth chapter, Research questions and methodology, outlines the research questions and the methodology of this study. This chapter presents an in-depth look at the research questions. It explains the survey questions used for qualitative data findings. It provides the results and a discussion of the results. The sixth chapter will be a conclusion which restates the goal of this research and provides a summary of the research. This chapter contains limitations of the study, suggestions for future research and reflection on the study for future replication, and how this study adds to the body of knowledge regarding the influence of packagings colour on the consumer decision making process. Chapter 2: Review of the Literature. 1) Consumer behaviour Shoppers in the United States spend about $6.5 billion on consumer goods (Peter and Olson 1999). A companys continued success is associated with a successful relationship with the consumer. Finding out as much information as possible on consumer shopping choices and behaviour provides companies the tools to produce goods and services to strengthen their relationship with the consumer. In other words, companies have discovered that information obtained from customer databases and in-store observations have proved worthy in regard to earning consumers repeat purchases or business. 1.1) What is consumer behaviour? The phrase â€Å"consumer behaviour â€Å"refers to the feelings and thoughts people experience, and the actions they take while engaging in the consumption process† (Peter and Olson 1999). Consumer behaviour also includes the things in the environment (product appearance, price information, advertisements, packaging, consumer comments, shelf positioning, etc.) that can impact the feelings and actions of the consumer. In addition, consumer behaviour includes a process of exchange between buyers and sellers: people exchange money to obtain products or services. Moreover, consumer behaviour involves the study of what influences the feelings and actions of people while shopping. 1.2) Main factors that lead to customer satisfaction 1.2.1 Price fairness Recent research efforts have isolated several factors that influence consumers price unfairness perceptions as well as potential consequences of these perceptions (Bolton et al. , 2003; Campbell, 1999; Xia et al. , 2004). Previous research has proved the distinction between distributive fairness and procedural fairness. Another concept of price fairness perceptions, the principle of dual entitlement, suggests that one party should not benefit by causing a loss to another party. When a firm uses the high consumer demand to its own advantage by increasing prices, consumers will feel being misused and in this way understand the prices as unfair. For example, a study showed that â€Å"82 percent of the respondents judged a price increase for snow shovels the morning after a snowstorm to be unfair, while only 21 percent of respondents viewed an increase in grocery prices following an increase in wholesale prices as being unfair† ( Kahneman et al. , 1986). While the dual entitlement principle arise from buyers reactions toward sellers obvious exploitation based on supply and demand changes, it is possible that consumers may create perceptions of unfairness based on their own demand situations even without explicit exploitation actions from the seller. For example, when buyers feel that they have to buy a product and must accept whatever the price is, they could be concerned that potentially they could be exploited by the seller regardless even if the seller doesnt actually performs such actions. 1.2.2 Relationship of fairness perceptions to satisfaction Recent research in marketing and psychology has shown that satisfaction is positively correlated with fairness perceptions (Bowman and Narayandas, 2001; Huffman and Cain, 2001; Kim and Mauborgne, 1996; Ordià ±ez et al. , 2000; Smith et al. , 1999). , Oliver and Swan (1989a, b) found that customers fairness perceptions depended on a suppliers commitment and the quality of the goods and services comparing to the price paid. 1.2.3 The concept of tolerance Given many different ideas within the literature, however, it is generally agreed that customer satisfaction involves the comparison of standards whether they be in the form of expectations, desires, wants, ideal or equitable performances. To explain the diverse issues surrounding expectations and standards with regarding customer satisfaction, Zeithaml et al. (1993) first proposed the notion of the â€Å"zone of tolerance†, which they describe as the extent to which customers recognize and are willing to accept heterogeneity (Zeithaml et al., 1993, p. 6). It is on this basis they proved that an individuals zone of tolerance is the difference between what they desire and what they consider satisfactory, in terms of performance, and this zone can differ and contrast across situations and individuals. This may explain why some customers are consistently easy to please and others are interminably difficult (Mooradian and Olver, 1997, p.389). It can be that those customers who are easily pleased have a large zone of tolerance, in terms of their product expectations, whereas those who are quite difficult have a very narrow zone of tolerance. This would explain differences in expressed satisfaction ratings of consumers who have essentially had very similar product experiences. This notion was alluded to by Mittal and Kamakura (2001 ) with regards to satisfaction and repurchase intentions. They suggested that consumers may have different thresholds or tolerance levels towards repurchase (p. 132) and that consumers with the same satisfaction rating may have different levels of repurchase behaviour because of these differences. On this basis, it could be concluded that some individuals are simply inclined to product satisfaction and repeat purchases, whereas others are not (Grace, 2005). 2) Packaging 2.1) What is packaging? What is packaging? In general terms, packaging is the container that is in direct contact with a product, which â€Å"holds, protects, preserves and identifies the product as well as facilitating handling and commercialisation† (Vidales Giovannetti, 1995). More specifically, and following Vidales Giovannetti (1995), there are three types of packaging: Primary packaging which is in direct contact with the product, such as soft drinks bottles, Secondary packaging which contains one or more primary packages and serves to protect and identify them and to communicate the qualities of the product ( it is normally disposed of when the product is used or consumed). Finally, tertiary packaging which contains the two previous ones and its function is usually to distribute, integrate and protect products throughout the commercial chain. This could be the cardboard box that contains several bottles. Packaging is also considered to form part of the product and the brand. For Evans and Berman (1992) packaging is a product image or characteristic. For Olson and Jacoby (1972) packaging is an important element of the product, that is to say, it is attribute that is related to the product but that does not form part of the physical product itself. Price and brand are also crucial elements of the brand and according to Underwood et al. (2001); these are the most important values when it comes to deciding what products to buy. Keller (1998) also considers packaging to be an attribute that is not associated to the product. For him it is one of the five elements of the brand which include the name, the logo and/or graphic symbol, the personality and the slogans. Packaging is presented as part of the buying and consuming process, but often it is not as important as to the ingredients that are essential for the product to function (Underwood, 2003). 2.2) Packaging functions and elements Different people respond to different packages in different ways, depending on their personnality ( Vakratsas and Ambler, 1999). Since an evaluation of attributes is less important in low involvement decision making, a highly noticeable factor such as graphics and colour becomes more important in choice of a low involvement product (Grossman and Wisenblit, 1999). On the other hand, the behaviour of consumers towards high involvement products is less influenced by image issues. For low involvement, there is a strong impact on consumer decision making from the development of the market through marketing communications, including image building (Kupiec and Revell, 2001). The significance of graphics is explained by the images created on the package, whether these images are purposely developed by the marketer, or unintended and unanticipated. Graphics includes image layout, colour combinations, typography, and product photography, and the total presentation communicates an image. For consumers, the package is the product, particularly for low involvement products where initial impressions formed during initial contact can have lasting impact. According to Nancarrow et al. , 1998, the design characteristics of the package need to stand out in a display as it is one of the most important attribute in order to target consumers Many consumers today shop under higher levels of perceived time pressure, and tend to purchase fewer products than intended (Herrington and Capella, 1995; Silayoi and Speece, 2004). Products purchased during shopping excursions often appear to be chosen without prior planning and represent an impulse buying event (Hausman, 2000). A package that attracts consumers at the point of sale will help them decide quickly on what to buy in-store. As the customers eye movement tracks across a display of packages, different new packages can be noticed against the competitors. When scanning packages in the supermarket, the differential perception and the positioning of the graphics elements on a package may make the difference between identifying and missing the item (Herrington and Capella, 1995). 2.3 The marketing side of packaging Packaging seems to be one of the most important factors in purchase decisions made at the point of sale (Prendergast and Pitt, 1996), where it becomes an essential part of the selling process (Rettie and Brewer, 2000).Packaging is now recognised as the salesman† of the shelf at the point of sale. The importance of packaging design is increasing in such competitive market conditions, as package becomes an important vehicle for communication and branding (Rettie and Brewer, 2000). Prendergast and Pitt (1996) review the basic operations of packaging, and delimitate them by their role in either logistics or marketing. The main function of packaging is primarily to protect the product when moving through distribution channels. In marketing, packaging provides a successful method of communication about product attributes to consumers at the point of sale. The package sells the product by drawing in attention and communicating, and also allows the product to be contained, portioned and protected. Packaging is one key product attribute perceived by consumers. It is always fulfilling the marketing function, even if a company does not openly recognize the marketing aspects of packaging. The package is an important factor in the decision-making process because it transmits a specific message to consumers. Intention to purchase depends on the degree to which consumers expect the product to satisfy them when they consume it (Kupiec and Reveil, 2001). How they comprehend it depends on communication elements and this is the key to success for many marketing strategies. The packages overall features can emphasise the uniqueness and originality of the product. In addition, product characteristics influence the perception of quality transmitted by packaging. If it conveys high quality, consumers assume that the product is of high quality. If the package communicates low quality, consumers transfer this low quality perception to the product itself. The package communications can be favourable or unfavourable. Underwood et al. (2001) suggest that consumers are more likely to imagine aspects of how a product looks tastes, feels, smells, or sounds while they are watching a product picture on the package. 2.4 Packaging: biggest medium of communication Behaeghel (1991) and Peters (1994) consider that packaging could be the most important communication medium for the following reasons: It reaches almost all buyers in the category; It is present at the crucial moment when the decision to buy is made; and Buyers are actively involved with packaging as they examine it to obtain the information they need. This is why it is essential to communicate the right brand and product values present on packaging and to achieve a suitable esthetical and visual level ( Nancarrow et al. , 1998). Similarly, McNeal and Ji (2003) underline that the belonging of packaging as a marketing element resides in the fact that it often accompanies the use or consumption of products and, therefore, the possibility of conveying brand values and product characteristics increases. Wit Deasy (2000) points out that the characteristics of a product its positioning are permanently transmitted over seven stages: 1) Point of sale; 2) Transporting the product home; 3) Home storage; 4) Opening; 5) Serving the product for consumption; 6) Reclosing or putting away; and 7) Disposal. Underwood (2003) points out that, unlike the transmission of positioning through advertising, packaging allows positioning to be transferred live. As it accompanies products, packaging lives in the home and potentially becomes an intimate part of the consumers life constituting a type of life experience between the consumer and the brand (Lindsay, 1997). 2.5 ) Packaging: the silent salesman From the consumer perspective, packaging also plays a major role when products are purchased: packaging is crucial, given that it is the first thing that the public sees before making the final decision to buy (Vidales Giovannetti, 1995). This has increased with the popularisation of self-service sales systems which have caused packaging to move to the task of attracting attention and causing a purchase. In the past, it had remained behind the counter and only the sales attendant were the link between the consumer and the product (Cervera Fantoni, 2003). According to Sonsino (1990), self-service has taken the role of communicating and selling to the customer from the sales assistant to advertising and to packaging. This is why packaging has been called the silent salesman, as it communicates us of the qualities and benefits that we are going to obtain if we were to consume certain products (Vidales Giovannetti, 1995). Nowadays, packaging provides manufacturers with the last opportuni ty to influence possible buyers before brand selection (McDaniel and Baker, 1977). In this way we can say that all the packaging elements, including texts, colours, structure, images and people/personalities have to be combined to provide the consumer with visual sales negotiation when purchasing the product (McNeal and Ji, 2003). According toClive Nancarrow et al. (1998) : nine out of ten purchasers, at least occasionally, buy on impulse and unplanned shopping articles can account for up to 51 per cent of purchases ( Phillips and Bradshaw, 1993). 2.6 Packaging as an advertising tool Consumers are bombarded with about 3600 selling messages a day (Rumbo 2002). Yet, because of technology allowing TV watchers to omit commercials and declining advertising budgets, there has been an emphasis on influencing the consumer at the store shelf (Furness 2003). For many products, such as seasonal items, packaging design has acquired the responsibility of advertising ( often being the only advertising the product will receive) and has evolved into the â€Å" silent salesman† (Furness 2003; Rettie and Brewer 2000) It is estimated that between 73% and 85%of purchase decisions are made at this point and the packaging design must play a key role because it is often the only factor that differentiates two products on a shelf ( Sutton and Whelan 2004; Wallace 2001; Buxton 2000; Rettie and Brewer 2000). With a new reliance on packaging design to persuade consumers at the shelf, it is important for packaging design to be studied academically as an influence on consumer behaviour. Research in this area of consumer response to packaging design is being encouraged to assist with increased product sales and increased benefits to the integrated marketing communications (IMC) mix (Tobolski 1994). IMC refers to the channels (advertising, packaging, personal selling, sales promotion, public relations and direct marketing) used by companies/manufacturers to communicate product information to the target audience or intended users of the product ( BNET 2004). Packaging is expected to protect and preserve its contents, differentiate from its competitors, grab the attention of the consumer, and persuade the consumer to purchase (Packaging: good shelf image 2003; Product packaging: empty promises 2000). The vast consumer packaged goods industry continually relies upon colour as a method of differentiation. Research has shown colour (especially non-traditional colour) attracts the attention of the consumer. 3) Colour in packaging This research investigates the use of surface graphics colour as a cue by consumers for finding out 1) Perceived product quality 2) Perceived product performance 3) Which colours influence consumer-decision making, on the consumers intent to purchase? 3.1) What is colour? Colour in its basic nature refers to what the human eye sees when light passes through a prism and produces what is commonly referred to as violet, blue, green, yellow, orange and red and is collectively referred to as the spectrum ( Cheskin 1954). In actuality, when people characterised colour, it is perceived colour or reflected colour. Because colour memory changes some individuals perceive colours differently ( Sharpe 1974). For example one person may see a pure red and another person may see that same red as having a hint of blue or yellow. 3.2) The psychology of colour One marketing cue that global managers can use regardless of location is colour (Kirmani 1997; Schmitt and Pan 1994). Colour is one of t Effects of Colour Packaging on Consumer Behaviour Effects of Colour Packaging on Consumer Behaviour Abstract: When determining possible colour options for a new product, packaging professionals must keep the consumer in mind. First, they determine what type of message the product should give. Based on the message, a colour scheme that represents this message is chosen. This is why basic research is necessary, whether its from previous case studies of similar products or from focus groups. Finally, packaging professionals must create an â€Å"attention† to the product, making it easily noticeable to the consumer. By following these basic steps, the package could be considerably successful. It may also instil a certain image or message into the consumers mind that keeps them loyal for many years This paper aims at investigating the effect of packaging design of the soft drinks industry, specifically colour, on consumer behaviour. Most buyers make the decision of purchasing because of the packaging, which is often considered as the  «silent salesman ». Now that more and more businesses understand the role of packaging to act upon consumers, it is crucial for packaging to be studied as an influence on consumer behaviour. In todays consumption society, consumers are faced with a large choice of product choices and in this way, the packaging plays important roles as it is a source of information. Primary and Secondary data that has been collected for this research signals that consumers are affected by colours in their purchases From our research, we concluded that Blue and Red packaging were much more popular than the other colours. Moreover, yellow packaging was the least popular. Results show that the colours of packaging have a large impact on consumers and therefore on sales and profits. Chapter One: Introduction 1) Background The central point in todays marketing is to fully please consumers needs and prosperity. The major point in marketing planning is always consumer. The firms and markets have massively developed and the competitive environment is becoming more and more concentrated The market today is packed with so many different brands, which make it difficult for consumers to arrive at the final buying choice. At the same time companies also face complications in attracting consumers A brand visual appearance is very crucial to consumers especially in todays visual-obsessed society, where consumers have more choice and less time than ever before. This is why, it has never been more important for marketers to invest in the design and look of their product or logo. When shopping, consumers are confronted with too much choice and the packaging and colour play an important role into this choice. Colour plays a crucial part of business and marketing at both strategic and tactical level and organisations will pay colossal amounts of money to build and improve, so that colours thought of appropriate will be associated with both the company and its variety of products. It can be so successful that in some cases a colour will be immediately related to the organisation on question. Every major organisation will are developing and designing corporate colours that reproduce the values and products of the organisation in consumers minds. In this way it will be hoped that the use of colours will help the customer instantaneously recognise the organisation and perceive it as being competent, contemporary and truthful. Packaging is very important and a colossal amount of time and money is spent on consumer packaging colour design, trying to get colour combinations that exceed expectations. â€Å"Computer technology has helped a great deal in all areas of product research as 3D images can be portrayed and colours and shapes manipulated on the screen to ascertain a respondents reactions. Such is power of colour that it would be extremely hard for us to imagine such well-known products in a different colour, such as green Mars bar, a blue Kit-Kat, a yellow Coca-Cola, a pink Heinz baked bean tin and black Kelloggs cornflake packets.†(Ray Wright 2006) It has been estimated that packaging design plays a major role because it is often the only factor that can differentiate between two products (Buxton 2000; Rettie and Brewer 2000). Actually, we can even go further and say that packaging is now being seen a new form of advertising (Furness 2003, The Silent Salesman) 2) Rational for chosen topic: This study is selected to find out the factors which affect consumer decision while purchasing or selecting a certain colour packaged product. This research will explore the Technological, Cultural, Social, Personal and psychological factors have a big role in consumer buying decision and also how a packaging design and colour will affect and impact on buying decisions of consumers. 3) Statement of the nature of the problem Because Colours and shapes express about 80% of all visual communication (LaCroix 1998), consumers are getting used to employing colour as a means of amassing information. Thus, colour plays an important part in marketing and advertising and especially in packaging. Researchers have spent more than four decades studying the attitude of consumers in the marketplace (Petty, Cacioppo and Shuman 1983). This area is now called and known as consumer behaviour. Consumer behaviour involves the thoughts and feelings people experience paired off with the actions performed during the shopping process (Peter and Olson 1999). When a choice has to be made, a consumer may use the information of size, texture, shape, price, or ingredients to make the decision of which product to purchase especially when setting quality. Thus, it is interesting to investigate the effect of colours used in packaging on consumer behaviour. 2.1The Psychology of Consumer behaviour The study of consumers help firms and organisations improve their marketing strategies by understanding their behaviour. One official definition of consumer behaviour is: â€Å"the study of individuals, groups or organisations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society†. (Hawkins, Best, and Coney, 2001, p7.) Each organisation provides some products that are used by some consumers, even though we may not always recognise the products or consumers as such. 2.2 Factors taken into account when packaging a product Packaging is used to protect the product from damage during shipping and handling, and to lessen spoilage if the protection is exposed to air or other elements. The design is used to attract customers attention as they are shopping or glancing through a catalogue or website. This is particularly important for customers who are not familiar with the product and in situations where a product must stand out among thousands of other products. Packaging designs that standout are more likely to be remembered on future shipping trips. Packaging design and structure can also add value to a product. For instance, benefits can be obtained from package structures that make the product easier to use while stylistic designs can make the product more fascinating to display in the customers home. Decisions made about packaging must not only be accepted by the final customer, they may also have to be accepted by distributors who sell the product for the supplier. For example, a retailer may not accept packages unless they conform to requirements they have for storing products on their shelves. Companies usually create a package for a lifetime. As a matter of fact , changing a products packaging too frequently can have negative effects since customers become conditioned to locate the product based on its package and may be confused if the design is modified. Marketers have long used the colour and design of their product packaging to produce brand awareness. Traditionally, changes to a products look have been undertaken as little as possible as to preserve that hard won brand recognition. Today, rather than sticking with one colour scheme, companies must constantly update their image to keep them as fresh and exciting as the competitions. Packaging decisions must also include an assessment of its environmental impact especially for products with packages that are frequently thrown away. Packages that are not easily bio-degradable could evoke customer and possibly governmental concern. Also, caution must be exercised in order to create packages that do not break on intellectual property, such as copyrights, trademarks or patents, held by others. (Richardson 1994). Recent research by the Henley Centre (Frontiers, 1996) estimates that 73 percent of purchase decisions are made in the store; the design of packaging must play a key role at point of sale. â€Å"The pack design is the salesman on the shelf (Pilditch, 1972)†, â€Å" it should ensure that a brand stands out, is recognised, and is included in the products under consideration† (Connolly and Davison, 1996). Good business is often about finding out consumer trends and forming a strategy that targets growth in key technologies and market segments to capitalize on these trends. As packagers and package printers, they need to be in tune with trends and changes in shopping habits in order to remain successful. 2.3 Role of colour in marketing Research supports the importance of a brands visual appearance to consumers. One study by the Institute for Colour Research revealed that people make a subconscious judgement about an item within 90 seconds of first viewing, and that up to 90% of that assessment is based on colour. Another of their study study reveals that colour increases brand recognition by up to 80%. Colour clearly plays an important part in catching the modern-day consumers eye. According to the Henley Centre, 73% of purchasing decisions are now made in store. Consequently, catching the shoppers eye and delivering information efficiently are critical to successful sales. In todays world of infinite choices no brand can afford to ignore the impact of colour. More importantly, why would anyone want to give that potential advantage away to competitors? Colours send a variety of signals about the person, place or thing they adorn. Using this link between human emotion and colour to sell a product is certainly nothing new. 3) Objectives The objective of this research is to investigate if the colours that are used in packaging do influence our (consumers) behaviour. Understanding the effect packaging colour has on consumer decision- making would be as an introductory mean of investigating packaging design as the new advertising. The study also examines how different colours influence consumer decision making, and ultimately, the consumers intent to purchase. It focuses on packaging design from a communication aspect, not an engineering one. We examine how packaging influences buying decisions for packaged soft drinks products. As we know, the package impacts the consumer. This is because of conflicting trends in consumer decision-making. On one hand, some consumers are paying more attracted to label information (Coulson, 2000). These consumers are more concerned in the product decision and use package information more extensively. On the other hand, modern consumers are often looking for ways to reduce time spent on soft drinks shopping. This can influence decision processes, too, as time pressure reduces detailed consideration of package elements ( Warde, 1999). While these are important issues, and becoming even more critical in the increasing competitive environment, there is little comprehensive study on how packaging elements influence brand choice under involvement and time pressure. This paper aims at forming a better understanding of the link between colours used in packaging and consumer purchase behaviour within the soft drinks industry. 4) Relevance and significance of the subject Until recently, the importance of colour as a brand identity wasnt as recognised. It is nowadays clear that colour can play a very large part of any organizations success. This pushes us into asking ourselves the following questions: Ø How does colour affect us? Ø Which colours have an impact on us? Ø Do organisations carefully choose what colours to use when packaging a product? 5) Structure and content The next chapter will be a literature review that will study: 1) A review of consumer behaviour and especially what mostly affects consumer decisions 2) The effect of packaging design and especially colour on consumer decision making and consumer purchase intent. 3) A review of the literature regarding colour, colour association and colour practices. The third chapter will examine the soft drinks industry nowadays in the UK and worldwide. The fourth chapter will be an explanation of the different methods used to practice a research. It will also outline the method used into this particular research question The fifth chapter, Research questions and methodology, outlines the research questions and the methodology of this study. This chapter presents an in-depth look at the research questions. It explains the survey questions used for qualitative data findings. It provides the results and a discussion of the results. The sixth chapter will be a conclusion which restates the goal of this research and provides a summary of the research. This chapter contains limitations of the study, suggestions for future research and reflection on the study for future replication, and how this study adds to the body of knowledge regarding the influence of packagings colour on the consumer decision making process. Chapter 2: Review of the Literature. 1) Consumer behaviour Shoppers in the United States spend about $6.5 billion on consumer goods (Peter and Olson 1999). A companys continued success is associated with a successful relationship with the consumer. Finding out as much information as possible on consumer shopping choices and behaviour provides companies the tools to produce goods and services to strengthen their relationship with the consumer. In other words, companies have discovered that information obtained from customer databases and in-store observations have proved worthy in regard to earning consumers repeat purchases or business. 1.1) What is consumer behaviour? The phrase â€Å"consumer behaviour â€Å"refers to the feelings and thoughts people experience, and the actions they take while engaging in the consumption process† (Peter and Olson 1999). Consumer behaviour also includes the things in the environment (product appearance, price information, advertisements, packaging, consumer comments, shelf positioning, etc.) that can impact the feelings and actions of the consumer. In addition, consumer behaviour includes a process of exchange between buyers and sellers: people exchange money to obtain products or services. Moreover, consumer behaviour involves the study of what influences the feelings and actions of people while shopping. 1.2) Main factors that lead to customer satisfaction 1.2.1 Price fairness Recent research efforts have isolated several factors that influence consumers price unfairness perceptions as well as potential consequences of these perceptions (Bolton et al. , 2003; Campbell, 1999; Xia et al. , 2004). Previous research has proved the distinction between distributive fairness and procedural fairness. Another concept of price fairness perceptions, the principle of dual entitlement, suggests that one party should not benefit by causing a loss to another party. When a firm uses the high consumer demand to its own advantage by increasing prices, consumers will feel being misused and in this way understand the prices as unfair. For example, a study showed that â€Å"82 percent of the respondents judged a price increase for snow shovels the morning after a snowstorm to be unfair, while only 21 percent of respondents viewed an increase in grocery prices following an increase in wholesale prices as being unfair† ( Kahneman et al. , 1986). While the dual entitlement principle arise from buyers reactions toward sellers obvious exploitation based on supply and demand changes, it is possible that consumers may create perceptions of unfairness based on their own demand situations even without explicit exploitation actions from the seller. For example, when buyers feel that they have to buy a product and must accept whatever the price is, they could be concerned that potentially they could be exploited by the seller regardless even if the seller doesnt actually performs such actions. 1.2.2 Relationship of fairness perceptions to satisfaction Recent research in marketing and psychology has shown that satisfaction is positively correlated with fairness perceptions (Bowman and Narayandas, 2001; Huffman and Cain, 2001; Kim and Mauborgne, 1996; Ordià ±ez et al. , 2000; Smith et al. , 1999). , Oliver and Swan (1989a, b) found that customers fairness perceptions depended on a suppliers commitment and the quality of the goods and services comparing to the price paid. 1.2.3 The concept of tolerance Given many different ideas within the literature, however, it is generally agreed that customer satisfaction involves the comparison of standards whether they be in the form of expectations, desires, wants, ideal or equitable performances. To explain the diverse issues surrounding expectations and standards with regarding customer satisfaction, Zeithaml et al. (1993) first proposed the notion of the â€Å"zone of tolerance†, which they describe as the extent to which customers recognize and are willing to accept heterogeneity (Zeithaml et al., 1993, p. 6). It is on this basis they proved that an individuals zone of tolerance is the difference between what they desire and what they consider satisfactory, in terms of performance, and this zone can differ and contrast across situations and individuals. This may explain why some customers are consistently easy to please and others are interminably difficult (Mooradian and Olver, 1997, p.389). It can be that those customers who are easily pleased have a large zone of tolerance, in terms of their product expectations, whereas those who are quite difficult have a very narrow zone of tolerance. This would explain differences in expressed satisfaction ratings of consumers who have essentially had very similar product experiences. This notion was alluded to by Mittal and Kamakura (2001 ) with regards to satisfaction and repurchase intentions. They suggested that consumers may have different thresholds or tolerance levels towards repurchase (p. 132) and that consumers with the same satisfaction rating may have different levels of repurchase behaviour because of these differences. On this basis, it could be concluded that some individuals are simply inclined to product satisfaction and repeat purchases, whereas others are not (Grace, 2005). 2) Packaging 2.1) What is packaging? What is packaging? In general terms, packaging is the container that is in direct contact with a product, which â€Å"holds, protects, preserves and identifies the product as well as facilitating handling and commercialisation† (Vidales Giovannetti, 1995). More specifically, and following Vidales Giovannetti (1995), there are three types of packaging: Primary packaging which is in direct contact with the product, such as soft drinks bottles, Secondary packaging which contains one or more primary packages and serves to protect and identify them and to communicate the qualities of the product ( it is normally disposed of when the product is used or consumed). Finally, tertiary packaging which contains the two previous ones and its function is usually to distribute, integrate and protect products throughout the commercial chain. This could be the cardboard box that contains several bottles. Packaging is also considered to form part of the product and the brand. For Evans and Berman (1992) packaging is a product image or characteristic. For Olson and Jacoby (1972) packaging is an important element of the product, that is to say, it is attribute that is related to the product but that does not form part of the physical product itself. Price and brand are also crucial elements of the brand and according to Underwood et al. (2001); these are the most important values when it comes to deciding what products to buy. Keller (1998) also considers packaging to be an attribute that is not associated to the product. For him it is one of the five elements of the brand which include the name, the logo and/or graphic symbol, the personality and the slogans. Packaging is presented as part of the buying and consuming process, but often it is not as important as to the ingredients that are essential for the product to function (Underwood, 2003). 2.2) Packaging functions and elements Different people respond to different packages in different ways, depending on their personnality ( Vakratsas and Ambler, 1999). Since an evaluation of attributes is less important in low involvement decision making, a highly noticeable factor such as graphics and colour becomes more important in choice of a low involvement product (Grossman and Wisenblit, 1999). On the other hand, the behaviour of consumers towards high involvement products is less influenced by image issues. For low involvement, there is a strong impact on consumer decision making from the development of the market through marketing communications, including image building (Kupiec and Revell, 2001). The significance of graphics is explained by the images created on the package, whether these images are purposely developed by the marketer, or unintended and unanticipated. Graphics includes image layout, colour combinations, typography, and product photography, and the total presentation communicates an image. For consumers, the package is the product, particularly for low involvement products where initial impressions formed during initial contact can have lasting impact. According to Nancarrow et al. , 1998, the design characteristics of the package need to stand out in a display as it is one of the most important attribute in order to target consumers Many consumers today shop under higher levels of perceived time pressure, and tend to purchase fewer products than intended (Herrington and Capella, 1995; Silayoi and Speece, 2004). Products purchased during shopping excursions often appear to be chosen without prior planning and represent an impulse buying event (Hausman, 2000). A package that attracts consumers at the point of sale will help them decide quickly on what to buy in-store. As the customers eye movement tracks across a display of packages, different new packages can be noticed against the competitors. When scanning packages in the supermarket, the differential perception and the positioning of the graphics elements on a package may make the difference between identifying and missing the item (Herrington and Capella, 1995). 2.3 The marketing side of packaging Packaging seems to be one of the most important factors in purchase decisions made at the point of sale (Prendergast and Pitt, 1996), where it becomes an essential part of the selling process (Rettie and Brewer, 2000).Packaging is now recognised as the salesman† of the shelf at the point of sale. The importance of packaging design is increasing in such competitive market conditions, as package becomes an important vehicle for communication and branding (Rettie and Brewer, 2000). Prendergast and Pitt (1996) review the basic operations of packaging, and delimitate them by their role in either logistics or marketing. The main function of packaging is primarily to protect the product when moving through distribution channels. In marketing, packaging provides a successful method of communication about product attributes to consumers at the point of sale. The package sells the product by drawing in attention and communicating, and also allows the product to be contained, portioned and protected. Packaging is one key product attribute perceived by consumers. It is always fulfilling the marketing function, even if a company does not openly recognize the marketing aspects of packaging. The package is an important factor in the decision-making process because it transmits a specific message to consumers. Intention to purchase depends on the degree to which consumers expect the product to satisfy them when they consume it (Kupiec and Reveil, 2001). How they comprehend it depends on communication elements and this is the key to success for many marketing strategies. The packages overall features can emphasise the uniqueness and originality of the product. In addition, product characteristics influence the perception of quality transmitted by packaging. If it conveys high quality, consumers assume that the product is of high quality. If the package communicates low quality, consumers transfer this low quality perception to the product itself. The package communications can be favourable or unfavourable. Underwood et al. (2001) suggest that consumers are more likely to imagine aspects of how a product looks tastes, feels, smells, or sounds while they are watching a product picture on the package. 2.4 Packaging: biggest medium of communication Behaeghel (1991) and Peters (1994) consider that packaging could be the most important communication medium for the following reasons: It reaches almost all buyers in the category; It is present at the crucial moment when the decision to buy is made; and Buyers are actively involved with packaging as they examine it to obtain the information they need. This is why it is essential to communicate the right brand and product values present on packaging and to achieve a suitable esthetical and visual level ( Nancarrow et al. , 1998). Similarly, McNeal and Ji (2003) underline that the belonging of packaging as a marketing element resides in the fact that it often accompanies the use or consumption of products and, therefore, the possibility of conveying brand values and product characteristics increases. Wit Deasy (2000) points out that the characteristics of a product its positioning are permanently transmitted over seven stages: 1) Point of sale; 2) Transporting the product home; 3) Home storage; 4) Opening; 5) Serving the product for consumption; 6) Reclosing or putting away; and 7) Disposal. Underwood (2003) points out that, unlike the transmission of positioning through advertising, packaging allows positioning to be transferred live. As it accompanies products, packaging lives in the home and potentially becomes an intimate part of the consumers life constituting a type of life experience between the consumer and the brand (Lindsay, 1997). 2.5 ) Packaging: the silent salesman From the consumer perspective, packaging also plays a major role when products are purchased: packaging is crucial, given that it is the first thing that the public sees before making the final decision to buy (Vidales Giovannetti, 1995). This has increased with the popularisation of self-service sales systems which have caused packaging to move to the task of attracting attention and causing a purchase. In the past, it had remained behind the counter and only the sales attendant were the link between the consumer and the product (Cervera Fantoni, 2003). According to Sonsino (1990), self-service has taken the role of communicating and selling to the customer from the sales assistant to advertising and to packaging. This is why packaging has been called the silent salesman, as it communicates us of the qualities and benefits that we are going to obtain if we were to consume certain products (Vidales Giovannetti, 1995). Nowadays, packaging provides manufacturers with the last opportuni ty to influence possible buyers before brand selection (McDaniel and Baker, 1977). In this way we can say that all the packaging elements, including texts, colours, structure, images and people/personalities have to be combined to provide the consumer with visual sales negotiation when purchasing the product (McNeal and Ji, 2003). According toClive Nancarrow et al. (1998) : nine out of ten purchasers, at least occasionally, buy on impulse and unplanned shopping articles can account for up to 51 per cent of purchases ( Phillips and Bradshaw, 1993). 2.6 Packaging as an advertising tool Consumers are bombarded with about 3600 selling messages a day (Rumbo 2002). Yet, because of technology allowing TV watchers to omit commercials and declining advertising budgets, there has been an emphasis on influencing the consumer at the store shelf (Furness 2003). For many products, such as seasonal items, packaging design has acquired the responsibility of advertising ( often being the only advertising the product will receive) and has evolved into the â€Å" silent salesman† (Furness 2003; Rettie and Brewer 2000) It is estimated that between 73% and 85%of purchase decisions are made at this point and the packaging design must play a key role because it is often the only factor that differentiates two products on a shelf ( Sutton and Whelan 2004; Wallace 2001; Buxton 2000; Rettie and Brewer 2000). With a new reliance on packaging design to persuade consumers at the shelf, it is important for packaging design to be studied academically as an influence on consumer behaviour. Research in this area of consumer response to packaging design is being encouraged to assist with increased product sales and increased benefits to the integrated marketing communications (IMC) mix (Tobolski 1994). IMC refers to the channels (advertising, packaging, personal selling, sales promotion, public relations and direct marketing) used by companies/manufacturers to communicate product information to the target audience or intended users of the product ( BNET 2004). Packaging is expected to protect and preserve its contents, differentiate from its competitors, grab the attention of the consumer, and persuade the consumer to purchase (Packaging: good shelf image 2003; Product packaging: empty promises 2000). The vast consumer packaged goods industry continually relies upon colour as a method of differentiation. Research has shown colour (especially non-traditional colour) attracts the attention of the consumer. 3) Colour in packaging This research investigates the use of surface graphics colour as a cue by consumers for finding out 1) Perceived product quality 2) Perceived product performance 3) Which colours influence consumer-decision making, on the consumers intent to purchase? 3.1) What is colour? Colour in its basic nature refers to what the human eye sees when light passes through a prism and produces what is commonly referred to as violet, blue, green, yellow, orange and red and is collectively referred to as the spectrum ( Cheskin 1954). In actuality, when people characterised colour, it is perceived colour or reflected colour. Because colour memory changes some individuals perceive colours differently ( Sharpe 1974). For example one person may see a pure red and another person may see that same red as having a hint of blue or yellow. 3.2) The psychology of colour One marketing cue that global managers can use regardless of location is colour (Kirmani 1997; Schmitt and Pan 1994). Colour is one of t