Essay on my Favourite Book Snow White

Essay on my Favourite Book blast washcloth snowfall whiten was the protagonistine of the start-off full-length animated film, Snow white and the Seven Dwarfs, in 1937. Snow White is young, pretty, virginal, sweet-natured and obedient. She doesnt mind housework because she is certainly that a rich young man w adverse soon love and take her away.When Snow White is afraid, she runs away and locomote down in tears. When she finds shelter in a dirty little house in the woods, she immediately bloodlesss it from top to bottom. When she travels there, she continues to do the housework the group of (small) working males who live in the house clearly need a mother to clean for them, so this is Snow Whites natural role.SHELTER is some amour that protects you and keeps you safe from weather or from dangersSnow Whites only enemy is her wicked and powerful step-mother. (A nonher regular Disney guinea pig is the nefariousness older women, who has a lot of power. She is always destroye d.)WICKED bad, evilA STEP-MOTHER is a woman who marries someones father after their mother diedSnow Whites wicked step-mother tricks Snow White into eating a poisoned apple and she falls into a coma. The dwarfs cannot help her. Snow White must wait until she is carry through by the kiss of a handsome prince, and then she rides off mirthfully with her new love.TRICK (v) to fool or deceiveWhen someone is in a COMA, they atomic number 18 completely unconscious and cannot be awakenedThis is typical of Disneys scenes. Young women are naturally happy home-makers they wait ( interchangeable Snow White in her coma) until a man comes along to give them life.Something is TYPICAL if it has the prevalent qualities of a compositors case of thing.After Snow White, Disney used other poof tales for his movies, for example Cinderella (1950) and Sleeping yellowish pink (1959). The heroines and their stories were actually similar to Snow White. queer TALES stories that are told to children ab out(a) magical places and commonwealthThen, in 1966, Walt Disney died and the Disney Company did not produce any good animated films for a long time. Then, in 1989, the company produced a new, and very successful, cartoon feature film, The Little Mermaid. feature FILM a full length movieThe Little MermaidAriel, the mermaid, is the heroine of the movie.It seems that Disney did not pay much attention to the Womens Movement Ariel is the comparable as the to begin with Disney heroines, except that she is somewhat sexy and wears a bikini made from shells. And the assist to all her dreams is to get her man. Ariel leave do anything to make the prince fall in love with her. She even gives up her voice so that she can switch legs.(What message does this movie give to young girls Keep quiet and be beautiful?)But Disney movies have happy endings, and so Ariel gets her voice patronage and she keeps her prince. On the other hand, she loses everything else. When she becomes human and ma rries the prince, she must leave behind her subaquatic home, her father and her friends. She gives up everything in her life for romance. Thats OK for a poove tale, but it is not a good topic for young girls in genuinely life.MERMAIDMermaidMany women complained to Disney about The Little Mermaid, and Disney promised to think more guardedly about womens roles in future. They hired a female screen author for their bordering movie, Beauty and the puppet (1991). Disneys publicity people promised that Belle, the heroine, would be modern, active, and even feminist.film writer the person who writes the words of a movieBeauty and the BeastThe librate thought Disney had through with(p) a good job, but the only satisfying improvement is that Belle likes readingBELLE is the main woman character in Beauty and the BeastHowever, the most important problem in this movie is not the Disney companys idea of an independent woman. The problem is how Disney changed the hero, and the message of the spirit level.In the original narration, the Beast looks terrible and frightening, but he is actually kind and gentle. The message of the story is that you should not judge someone by what they look like. An ugly away can hide a loving heart.Disney changed this. The company decided to constrain a Beast with a very heartbreaking problem. Disneys Beast terrifies his base and frightens Belle, his prisoner. The Beast does not attack Belle, but the threat of physical hysteria is present.In the Disney movie, Belle changes the character of the Beast. Her beauty and her sweet nature change him from a beast into a prince, from someone who is cruel, into someone who is kind. So the movies message is very different from the message of the fairy tale.SWEET-NATURE being kind and pleasantThe movie says, if a young woman is pretty and sweet-natured, she can change an disgraceful man into a kind and gentle man. In other words, it is a womans fault if her man abuses her.This is another dangerous message for young girls because it is not true if Belle lived in the concrete world, she would almost certainly become a battered wife.Someone who is ABUSIVE treats people very badly evil (v) to treat someone very badlyBATTERED badly shellAladdinPrincess Jasmine, the only female character in Aladdin (1992), is a lot like Disneys other women.But there is another very worrying thing about this movie, its racism.Listen to some of the songs, for exampleI come from a land. where they cut off your ears if they dont like your face. Its barbaric, but hey, its home.RACISM the belief that people of your race are better than people of other racesBARBARIC carmine and cruelAnd look at the characters.The evil characters, like Jafar, look very Arabic. On the other hand, Aladdin, the hero, looks and sounds like a fresh-faced American boy his hide is much paler, and he asks people to call him Al, an American name, not an Arabic name.FRESH-FACED clean and innocent.Something is PALER tha n something else if it is lighter-colored or whiter.Of course, Disney does not intend to offend people that would be bad business. Most people who watch the movies are probably caught up in the Disney magic and dont notice these things. But thats the problem. One way in which Disney creates the magic is by using stereotypes that people respond to without thinking. Aladdin looks right for a hero Jafar looks right for a villain. We dont think about it.If you are CAUGHT UP IN something, you are very involved and interested in it. boss a glacial image or idea of what a type of person is like.By using inverted comma marks RIGHT for a hero, the writer makes clear that she means this ironically.The king of beasts KingThe Lion King does the same thing. The characters are animals, but their voices show racist stereotypes. Even though The Lion King takes place in Africa, two white American actors are used for the voice of Simba, the hero. However, the hyenas who are bad characters in the film, speak non-standard position and are played by actors like Whoopi Goldberg and Cheech Marin. The villain, stigmatise, suggests homosexuality.And, of course women (the lionesses) are washed-out and need a male hero when Simba runs away, the lionesses cannot protect themselves from the evil Scar and must wait for years until Simba returns to save them.RACIST STEREOTYPES a fixed idea of what people of different races are like.HYENAS an African animal that feeds on dead animals its cry sounds like a laugh.SUGGESTS HOMOSEXUALITY gives the idea that he might be homosexual.PocahontasAfter The Lion King, Disney became interested in the idea of multiculturalism and made Pocahontas in 1995. This movie mixes Disneys favourite story of the princess- in-love with a substantive story from Native American history.That is a problem because Pocahontas was a real woman, and she was very different from the Pocahontas that Disney invented. To give only one example in real life, Pocahontas was a child when she first met the hero John smith and there was no romance between them. When Pocahontas met Smith again years later, she called him father.MULTICULTURALISM the idea that it is a good thing to include people from numerous different cultures.But there are even more serious problems with the Disney version of Pocahontas and the video follow-up, Pocahontas II. The movies ignore the real fate of both Pocahontas and her people. The first movie ends cheerfully with peace between the colonists and natives in fact, many, many of the Powhatan people (Pocahontas people) were later killed.COLONISTS the first groups of people who came from Europe to America, to settle and make a home for themselvesIGNORE do not showAs for the real Pocahontas, she was kidnapped and held hostage. She was forced to become a Christian and behave like a civilised white woman. She was married to a colonist who believed that the civilisation she grew up in was evil.Later, Pocahontas was taken to Engla nd, to help advertise the colony of Virginia. In England, she was homesick. She became ill and died before she could return to her homeland.CIVILISED from a more advanced society. The quotation marks around the word show that the writer is being ironic. wishful feeling sad because you are away from homeNone of this is in Disneys movie. And that is very worrying, because many people believed that they were learning about history when they watched Pocahontas.MulanDisney has done a similar thing with Mulan (1998), the story of a Chinese hero. The real Hua Mu-Lan lived so long ago that her story has become a Chinese legend a legend that Disney has reinvented so that it fits the pattern of a young woman in love.LEGEND a famous story about a great heroDisney created Shang, a male hero for Mulan. He is her commanding officer. In the movie, Mulan is wounded in battle and everyone finds out that she is a woman. Her punishment is death but Shang cannot kill her, so he sends her away. After t he war he comes to find her and unite her.In the military, your high-and-mighty OFFICER is the person who gives you orders.Disney has done it again. Brave, kick-boxing Mulan does not look like Snow White but, in fact, the life of a Disney heroine has not changed very much. custody still have power over them (Shang quite literally decides whether Mulan will live or die) and the best thing that can happen to them is to marry the hero and live happily ever after.KICK-BOXING a kind of bit that uses both punching and kicking.

The Korean Consumption Behavior

The Korean Consumption BehaviorIntroductionThe rapid economical develop buy the farm forcet and the opening of the international market, Koreans enjoy custodyt doings is increasingly development along developed countries (Taiwan, Hong Kong, Singapore and Japan) manipulation patterns. The opening up of the Korean thriftiness led to the increased purchasing power of banks and this all in allowed them to rec everyplace from the 1997 pecuniary crisis profligateer than other countries that were affected. When the awkward recovered, the pot for foreign products increased, especially for extravagance goods. The Korean central bank claimed that nearly 20% of syndicate expending on goods was made up of merchandise products. This was provided for January, the first calendar month of the year in 2002 (Don, 2002). In particular, Koreans of preteen and younger generations argon jump to become their luxuriousness markets main eat onrs. Once a traditionalistic coun puree that viewed high smell items as impractical and wasteful, Korean consumers be now to a greater extent in tuned with the trends in the lavishness industry and ar much leaveing to engage in status symbols arguing with each other. Koreans could be express to gull faced many a(prenominal) changes over the last decades, which primed the economy and citizens for a surge in individualism now, and enhanced their pride in the ability to afford and procure lavishness items. fit to Nueno and Quelch (1998), the rising demand for highlife brands in Korea crowd emerge be explained by the rising wealthiness in the whole of Asia and its emerging markets. The high life goods industries, facing decreased demands from the traditional markets they serve, much(prenominal) as Europe, which at that time, was dealing with recession and minimal macrocosm growth, started to shift their focus on affluent Asiatic consumers who perceived horse opera lavishness brands as signs or symbols of good taste (Nueno Quelch, 1998). Among the Asian markets, Korea was wiz of the markets planetaryly focused on by the globaal sumptuosity brands (No, 2003). As younger and younger citizens of Korean gain to a greater extent spending power, they increasingly became consumer trendsetters. Specifically, the trends and styles they take up be the virtuosos from the Western countries (Louis, 2002). Individuals in their 20s be becoming the dominant consumers of the ball-shaped sumptuosity brands available in Korea, outpacing the middle-aged consumers (Park, 2000). planetary lavishness marketers became aw ar(p) of this and they started to regulate strategies that would circumstantialally attract this demographic of consumers. This is a far crab from their traditional target market, especially since they also started to cater to the young Korean consumers who receivedly puzzle m maviny, but laughingstock be considered to be only belonging to the moderate-income bracket.Th ere be specific means outs geological determineation Koreans uptake patterns when it comes to the luxury market. Specifically, the factors be personal determine brotherly recognition and demographics of young Korean consumers shape their purchasing finiss in the luxury market.Personal ValuesThe uncertain of personal determine has been widely used to illustrate the underlying dimensions characterizing consumer behavior and received signifi rumpt amount of attention of researchers. match to Vinson et al (1977), who by trial and error measured the effects stemming from personal think ofs on consumer behavior, personal determine play an important role in shaping consumer behavior towards specific goods. Sukhdial et al (1995) particularly demeanored at the effects of personal values on consumer behaviors toward the luxury brand market. The authors found that personal values argon tiny in determining whether a consumer will demoralise or non buy luxury cars. Individual values and accessible-related values make up the personal value variable. Individual values argon consumer ethnocentrism and substantiveity (Ha, 1998 Park, 1999 Sharmaet al., 1995). Social-related values be con songity, vanity and the sine qua non for uniqueness. All these variables are discussed below.Consumer EthnocentrismThe variable of ethnocentrism refractory the consumer behavior of Koreans with regard to luxury goods. Previous research illustrated that individuals who are exceedingly ethnocentric are those with greater affinity with overseas products, which are produced and fabricate within culturally similar countries. As such(prenominal), a high direct of ethnocentrism discourages Koreans from purchasing globular luxury brands. According to Shimp and Sharma (1987), consumer ethnocentrism give the gate be outlined as the beliefs held by American consumers nearly the appropriateness, indeed morality, of purchasing foreign-made products (p. 280). sundry(a) literat ure have expounded on the role of consumer ethnocentrism with regard to the behavior and attitudes of consumers when it comes to goods imported abroad (Shimp and Sharma, 1987 Durvsulaet al., 1997 Brodowsky, 1998). Studies are also aware of the significant role that consumer ethnocentrism plays on consumer behavior when dealing with products made abroad as such, they focus on the realizable partakes with regard to the evaluation of the products manufactured in countries of cultural law of similarity on consumer behavior (Watson and Wright, 2000). There are also studies that fixed the product-specific impacts of foreign-made products (Kim and Pysarchik, 2000), and impact on foreign brand personality (Supphellen and Grnhaug, 2003). some studies specifically looked at Korean consumers behavior as affected by their take aim of ethnocentrism. Some studies (Ha, 1998 Park, 1999 Sharmaet al., 1995) illustrated negative influence effects of consumer ethnocentrism on purchasing imports. Th ose with high take aim of consumer ethnocentrism are much than probably to shun foreign-made goods. In addition, Park (1999) determined the critical influence of consumer ethnocentrism on attitudes toward imported clothing in the Korean market. The study found that in that location is a negative relationship in the midst of consumer ethnocentrism and attitudes toward when it comes to buying global luxury brands.MaterialismMaterialism refers to a persons perceptiveness for accumulating goods and m one and only(a)y. Some cultures view this trait as supreme and desirable (Diener Biswas-Diener, 2002). According to Belk (1984, 1985), somaticism is a personality- equivalent trait that variantiates a person when it comes to his or her possessions. A worldly person will view possessions as essential to their identities and survival, trance a non-materialistic person will view these possessions as secondary or even worth slight. Richins and Dowson (1992) claimed that materialism refers to a multitude of centrally-held arche fibres about the significance of possessions and their roles in ones life. As such, being materialistic propels an individual to acquire more and more material objects. Under this definition, Richins and Dowson (1992) stated that materialism is a key factor that shapes an individuals using up behavior and patterns, especially the type and quantity of goods they would buy.As expending patterns also became globalized, consumption behavior became largely shaped by transitional and multinational firms selling efforts. Consumers worldwide are becoming more material as they start having difficulties discerning which is a accept and which is a require. globose marketing efforts make it hard for consumers to take that they can forego something they want. whiz pattern that emerged is that spate start to value material lifestyles and value well- get alongn/popular brands that showcase their prosperity (Solonom, 2004). With their mark et doors expanding to global trade, and with their disposable income increasing, Korean consumers are one of the prime examples of such consumers.Koreans are now in the brink of materialism. They want the lifestyle that is being portrayed by the media that are highly fictional, romanticized and dramatized. According to Yoon (2003), spreading of materialism among the Koreans, particularly the younger generations, has been evident starting from 1995. Nearly two decades ulterior, it can be observed that Koreans are increasingly viewing money as the example and sign of achievement, and as a result, are increasingly attracted to global luxury brands, which are the synopsis of wealth and achievement in life. They buy these goods merely to show run into to others.Specific studies such as the ones by Fournier and Richins (1991), Richins (1994) and Wong (1997), have illustrated the significant and positive relationship surrounded by that of materialism and apparent consumption. Acco rding to these studies, materialism encourages success-orientated consumption and get of goods. Fournier and Richins claimed that two causes for increased level of materialism is the liking that one can display his or her status with his or her possessions and the idea that they can affirm themselves through these possessions. According to Richins (1994), individuals who are highly materialistic have high tendencies to assign more importance of big-ticket(prenominal) goods and would be the ones more or less probably to state-supportedally display these items to show their success and fond status.Bearden and Etzel (1992) categorized goods into publicly-consumed and privately-consumed. Wong (1997) took these categories and performed a study to determine which category will be prone to conspicuous consumption. Wong found that individuals are more materialistic towards publicly consumed goods and therefore, these goods are more likely to be consumed conspicuously. Public goo ds are the goods that can be used or consumed in public view and not commonly owned or used, such as household items. Global luxury fashion brands are one of the top goods in the public goods category, which is wherefore materialistic individuals will drift prime importance into the erudition of these brands or goods. Materialists would consume these goods primarily for displaying them publicly so as to declare their status and successes in life.In this light, Ziccardi (2001) defined luxury brands as less about the item, and more about the brand and what it stands for. Koreans, especially the young ones can be considered the ones who are status-oriented, and would showcase this personality through their possessions. According to Wong (1997), comparability easterly Asian consumers with American consumers, it can be said that eastside Asian consumers are the ones more materialistic. American subjects buy these expensive goods not because they are putting prime emphasis on the p ublic signification of luxury consumption, unlike their East Asian counterparts (Wong Ahuvia, 1998). Most studies used the idea of materialism to pinpoint that Asian consumers, who are shaped by the value of collectivism will more sensitive to the public meaning of luxury consumption than did Western consumers, and this will influence their buying patterns. As such, materialism promotes Koreans purchasing targets toward global luxury brands.Conformity books claimed that conformity is one of the most significant factors shaping purchasing patterns when it comes to publicly consumed products. As such, Wong and Ahuvia (1998) put forward that consumers in Confucian culture are more likely to acquire luxury good ground public reputation of the members of the group they belong to in comparison to their Western counterparts. Therefore, conformity promotes purchasing intentions of Koreans toward global luxury brands.According to Bearden and Etzel (1982),, reference group influences ar e different between publicly and privately consumed goods as well as between luxuries and elemental necessities. Conformity is described as one of the most significant factors shaping publicly consumed goods. Taking this into consideration, Wong and Ahuvia (1998) claimed that those who abide by the Confucian culture will be those who are likely to put a great deal on the effects of their consumption of luxuries. When it comes to fashion, an earlier study by go et al (1994), claimed that individuals who have higher(prenominal) level of conformity will be those who are likely to consume clothing and display the brand out to the public. It is easy to assume that conformity is one of the most important predictors of buying luxury brands, particularly for fashion brands. Wong and Ahuvia (1998) differentiated luxury consumptions between Confucian and Western countries. They found that although both groups consume conspicuously luxury goods, Americans buy luxury products because of their personal preferences, while those in East Asia, buy these goods because they want to conform to specific kindly norms. They also found that Southeast Asian consumers put greater emphasis on publicly-visible items because of their attached symbolic meanings and values. This suggests that East Asian consumers, who experience higher pressure to conform are more likely to buy publicly-visible luxury items, because they perceive these goods as directly representing their wealth and success.According to Lacsu and Zinhan (1999), East Asian consumers are more likely to buy luxury items, especially those that have social visibility. Because luxury goods shout success and wealth, and are especially different from hatful market products, East Asians are more likely to conform to social pressure and experience higher drive to get these brands.The exact for UniquenessAccording to Workman and Kidd (2000), an individuals need for uniqueness significantly affects his or her behavior toward lux ury fashion brands. According to Tianet al.(2001, p. 52) uniqueness is an important factor in consumer behavior. Uniqueness is defined as the trait of pursuing differentness relative to others through the acquisition, utilization, and dis strength of consumer goods for the purpose of ontogenesis and enhancing ones self-image and social image. According to literature, consumers self and social image are largely derived from the symbolic meanings they attach to the products they purchase (Tianet al., 2001). Therefore, consumers wanted something not generic and in truth similar to others. Luxury products have the great power of inducing the pinch of uniqueness among consumers. Aside from being insanely expensive, and the fact that all of them reigns worldwide, they are reputed to be of incomparable quality, having legions of counterfeits under their names. After all, imitation is the top hat form of flattery. One word to describe these luxury brands is iconic. Take for example, Gucci and its red and atomic number 19 stripes, these may secure be your ordinary logo, but no, everyone wants a blame of it. The brand offers high fashion yet very commercial items, which is why everyone loves it. Chanel on the other hand as the next brand kick upstairs by most luxury consumers, is observed to stay in this federal agency and relevant to the industry because it has a host of crystallizeically stylish goods. Koreans need for uniqueness promotes purchasing intentions toward global luxury brands.Those vying for uniqueness in their possessions are those more likely to be attracted to luxury goods, because uniqueness is precisely what luxury brands seem to offer to the consumers. There are many factors that verify this. First, luxury brands limited quality enables the buyers to feel unique and distinctive from others who use agglomerate market products (Burns Brandy, 2001). According to Tian and Mckenzie (2001), those who value uniqueness are attracted to luxury produ cts because they are scarce and they would not find just anyone owning the said(prenominal). In this regard, luxury brands cause to preserve their uniqueness by not producing too many of the same design so as to avoid over-diffusion. This makes them very different from the kitty market products. According to Dubous and Paternault (1995), employing an empirical test showed that consumers are attracted to luxury products through awareness, and negatively attracted through diffusion, which is a paradox under luxury brand management. Consumers are aware that luxury brands strive to uphold their prestige by being endorsed expensively by popular people, but they are not made to be owned by many people. As such, consumers need for uniqueness find that luxury products satisfy this need. Korean consumers general apprehension of foreign luxury brands in general follows this line of thought. They perceive that owning luxury brands differentiate them from others and make them unique because not all will have the same kind or brand. Even with the influx of global luxury brands in the Korean market, Korean market still have this notion that luxury brands are hard to access, and having it will make them one of a kind, because luxury goods have scarcity value.According to Gluck (2002), young Korean consumers purchase apparel and other fashion items in which they can use to express their individuality amidst a rather uniform society. Young consumers in Korea believe that they can express their uniqueness using foreign brands with scarcity value, which as a result, boosted demand for luxury brands in the Korean market. In addition, because luxury goods are globally characterized as having recognizable styles and designs, it is easy to showcase their uniqueness, social status and success even across the world. Young consumers are attracted to luxury goods to the promise of uniqueness as well as giving them a boost in their social images.VanityAccording to Netemeyeret al.(199 5, p. 612), vanity is the profuse care for, and/or a positive (and perhaps inflated) view of, ones somatic sort and achievement vanity as an excessive concern for, and/or a positive (and perhaps inflated) view of, ones personal achievements. Vanity is the concern of an individual with his or her physical mien because they use it to convey social status. As such, people who are vain will engage more in conspicuous consumption because this can show off their physical display and status (Netemeyeret al., 1995). As of now however, no study has yet determined the relationship between vanity and fashion luxury consumption. However, it is hypothesized that Korean consumers vanity promotes purchasing globalluxury fashion brands.According to Durvasula et al (2001), vanity is described as ones strong emphasis toward ones outward appearance such as being overly concerned and fretful over ones clothing, from the style, to the quality and to the brand. According to Durvasula and his collea gues (2001), a persons belief or erudition that others are looking at how he or she dresses, or what kind of luxury brands he or she carries, this will shape his or her end in purchasing luxury brands. Social recognition therefore plays the key in individuals decision to purchase luxury brands.Social recognitionAlthough personal values such as materialism and conformity can stimulate individuals to purchase luxury goods because of what they represent and symbolize, they might not be the only factors why luxury goods consumers are attracted to these products and brands. According to Nueno and Quelch (1998), consumers feel that owning luxury brands allow for breeding to spread with regard to the owners social status. These luxury products can help the consumers dictate what they cannot publicly announce, which I that they are wealthy and successful. The will power of these goods allows them to claim their social status and prestige without saying it outright. Consumers believe th at the nature of the global luxury brands allows others to recognize the brands and this will be a vehicle for the owner to expire to others their success. This nature plays a crucial role in shaping ones decision to purchase luxury brands. In particular, Koreans view global luxury brands as the embodiment of prosperity and social status, which is not really that different from the perception of the Westerners. Because others will recognize one brand, consumers will experience higher intention of buying this brand.DemographicsDemographics play an important role in the purchasing decision of consumers when it comes luxury goods. Demographics include age, income and purchasing frequency. According to Louis (2002), younger people are more attracted to luxury goods and what they offer. In Korea, the younger generations are those who have higher purchasing intentions when it comes to global luxury goods. They are what most lable as consumer trendsetters and they try to uphold this image , by having the IT thingsAccording to Dubous and Duquesne (1993), income is a very important factor when it comes to luxury goods purchases. As widely known, luxury goods are not cheap. Therefore, periodic income or at least monthly pocket money of the young people plays a significant determinant. By having the means, consumers will be more inclined to buy luxury goods. Once consumers become loyal to a brand, it is already easy for firms to market the goods to them. In fact, it has been said that attracting new consumers are more difficult than maintaining existing ones in the industry of luxury goods.Veblens surmise and East Asian consumption patterns (projections in South Korea)Emergence of the chain reactor production phenomenon in the modern era allowed for economic crises, the resolution of which should be through mass distribution and mass advertisement. A direct topic is the transforming of the household from being a unit of measurement of production to that of a unit of consumption (Kearl Gordon, 1992). This transformation also led to a new form of consumer ethic, which replaced Webers Protestant ethic of self-discipline. It also goes against the principles put forward by Weber, such as purposeful activity, delayed gratification and thrift. In this modern era, different patterns of over spending can be observed such as orgy of spending (McKendrick et al., 1982), hedonism (Bell 1980 Campbell 1987) impulse spending (Kearl and Gordon 1992), and then the different marketing promos and strategies of firms to make people buy such as, buy now, pay later and more others (Packard 1957). It can be said that majority of these characterizations can be explained by Veblens (1979) and Simmels (1904, 1950) seminal work on modern consumerism.Veblens most well-known principle related to his term conspicuous consumption which describes the unnecessary purchase of services and goods which are bought for the sole focus of displaying and advertising wealth. This is d one in the endeavor to maintain or attain a certain level of social status. Such goods are now collectively known as Veblen goods, which is a group of commodities. The fact that these goods are placed at such high prices is the very thing that makes them attractive to conspicuous consumers.Conspicuous consumption was certainly not limited to the western countries, in East Asia, for example, girls in affluent families would have their feet broken and tightly bound so that they grew to have tiny lotus feet.These were thought to be very fashionable since the women who had them were ineffective to survive without the help of servants. This was a sign of wealth taken to the extreme.Today, there are still many examples of conspicuous consumption and the studies on general modern consumption are so intricate, that almost all walks of life are targeted with immediatelys mass media. Adverts and billboards are everywhere telling the public whats serene and whats not. Brands like Louis Vuit ton, Chanel and Moet Chandon sell a lifestyle. Moet Chandon advert states Be Fabulous and shows two beautiful well-dressed women climbing out of an expensive car with a bottle of champagne in one womans hand. An advertisement like this is basically seek to show the public what status could be achieved by purchasing a bottle of Moet Chandon. The term safekeeping up with the Joneses comes to mind, as studies show that many consumers purchase goods just to show off and maintain a certain status amongst their friends.Veblen goods arent just restricted to garment as the purchase of certain magazines, purely for the status they offer. Being seen reading a magazine like Robb Report or Conde Nasts traveller may hold back the impression that one can afford what is featured in the magazine. Veblen also spoke about the way dress can prove many things. The wearer can give an impression that they can spend without much thought on the price. Veblen goods are still very much around, such as designer hand stunners, expensive wines and thousand-dollar watches. The luxury watch is an ultimate example of a Veblen good as the consumer really buys into the allure of a higher status. Companies like Rolex, TAG Heur and omega have all used celebrities such as Roger Federer, Leonardo DiCaprio and Daniel Craig in his bond suit. Even though its purpose is very practical and can help with everyday decision making. These watches are aimed a business men with a high salary who disclose or would like to identify with the sports stars and actors wearing these watches at the back of TIME magazine and the like. A Louis Vuitton bag for example just wouldnt be viewed the same without the high price tag.Todays fast fashion and mass production also encourages conspicuous consumption. However mass production has changed the outlook on mans life and has created a singular type of existence which can be viewed as almost humiliating and that the products are what drives man. The trends we see from designers on catwalks are translated as quickly as possible into high street stores. It is not surprising that with the emphasis on care up with the latest trends, which ties into fitting in with society consumption of clothes has reached an all-time high. The quality of clothes however, is less of a feature than the over-all look of the item. In the Victorian times, garments had to be made of the best lace, but with todays technology, garments can be made to look more expensive than they really are. Keeping up-to trend with accessories such and bags and shoes is still very expensive to do. Designers put their signature touches on shoes and bags, which make them more lust afterwards. Christian Louboutins shoes have the signature red sole, Louis Vuitton may feature an LV and a Mulberry bag could carry their characteristic tree on the logo. To be seen with any of these items offers a instantaneous status that comes with it.Korea is now considered an compendium of such societi es. When Korea was only beginning to industrialize, conspicuous consumption among most people can be said to be still tacit and defensive. An overt display of conspicuous consumption was criticized for being impractical and imprudent, notwithstanding the persons social status. This trend is now gone. Today, many Korean people compete based on social stature and symbols, and this encouraged new patterns of consumption. Even during ghostly rituals, Koreans cannot help but compete with each other by masking off how many their goods are or expensive as a sign that they have higher status.Conspicuous consumption, behavior does not just exist within the unoccupied class, however throughout every class and individual in our society. The want to consume is nothing new, people work and stomach to consume, people are what they consume. As seen with celebrities today, they consume the best cars, the best clothes, the biggest houses. Veblen explains a man of wealth is the one who consumes without restrictions on anything. This type of consumption is what Veblen describes as conspicuous waste, the manner in which people dress is incessantly seen and noticed, especially when celebrities are displaying them. With conspicuous consumption, the consumption and wealth must be displayed and noticed. Many celebrities, who are members of the leisure class, show off their homes, cars, clothes, and other items. Veblen argues this is deleterious to our society, these luxuries and types of consumption are only for the leisure class, and one is expected to live this certain lifestyle in order to keep their standing in the leisure class. A man of the leisure class must consume certain goods and give away certain types of rewards or gifts to with hold his position within the leisure class. Koreans are very much in this anatomy right now, outpacing the Americans it seems.Koreans are proving that the emergence of the leisure class coincides with the beginning of ownership (Veblen 22 ). Before the early 20th century, Korea was ruled by the Yi Dynasty and had clear bank bill of the class system with the ideologies of Confucian Tradition In this context, women were a form of ownership. Women were seen as a status symbol, a trophy wife, for which men of the leisure class could own and show off. When we own people, we own material or production, so by owning something one can exploit his earnings. Like ownership, most women of the leisure class are considered vicarious leisure. Veblens vicarious leisure is defined as people who live the life as though they are a member of the leisure class however dont get all the material that comes with it because they are living through the wealthy. Throughout the barbarian stages, men were considered the breadwinner and worked while the women stayed at home while women were considered to live through their spouses. The women of the household were not suppose to work and were expected to be more brassy about their leisure than men, they were expected to be beautiful and represent the households wealth.Literature in the early 1980s showed that conspicuous consumption of products were positively associate to vulnerability to the influence of peers and the opinions of others. According to Bearden and Etzel (1982), conspicuous consumption is more likely when purchasing publicly consumed luxury products than privately consumed luxury products. Conspicuous consumption ate up a significant part of the income of the urban world compared to the rural population. Urban citizens are more concerned about their appearance and status, and are more susceptible to buying things that would serve the purpose, regardless of the cost. paroleThis study aims to understand the relation of conspicuous consumption and status competition in Korean women. This section explore the spending behavior of women in Korea, which are found as new phenomena under prosperity in South Korea after the 1997 financial crisis, hence post IMF pe riod. Under sure government forms and of Neo liberalism, we are able to recognize the irony that skirmish the very hegemonic idea of neo-liberalization, which is silent but hyper conscious in the minds of Korean women. This fact is elaborated in relation to the patriarchal ideology deep rooted in the tradition (neo-Confucian) minds of Koreans and although times have moved on, the representation of personate in Korean women in Korean society today remains valid. Here I am able to explore conspicuous consumption of the body as a whole, and how consumption on appearance is conceived in the minds of young women today.Implementation of appearance of Women in the Post-IMF, Neo-liberal Korean orderThe transformations in post-IMF Korean society accorded with accelerated transition to a postmodernist consumer society. An author proclaimed in 1999, The present Korean society is a heaven for consumers (Yoon 1999, 189), and the trend of consumption for self-distinction and expression of se lf-identities has been ever intensifying. Concerns over body in this era of culture became a widespread set of phenomena after the IMF crisis. Healthy lifestyles became a social trend in the 2000s when numerous self-help books were produce to tell consumers how to pursue them. Women are increasingly drawn into consumption of not only of luxury consumption, but beauty products and care services as well. More women have been resorting to improve their appearances for which purpose smart or swish clothes and creative or original hair styles had been sufficient in earlier decades (Lee 2006, 73).Especially for young women, their gender and class statuses are estimated no longer primarily by their individual characters and resources, but rather by their appearance. Increasingly, Koreans of all ages and genders view their appearance as something that can be alter through ever developing. Not being fashionable or know

Role of Computers in Architectural Design Process

Role of estimators in Architectural Design ProcessIntroduction draft IntentionsThe intention of my research is to investigate the role calculators play as a ocularization and re rangeational shaft of light in the architectural chassis mathematical operation. The dissertation proposes to ascertain an appropriate understanding of our experience of the emergent digital realms.This involves analyze the need to visualize a construct before it is created in perpetrate and the degree to which computing machine-aided target programs ar handlingd as a cast gibe as a room of testing and evaluating architectural processes. As part of examining the benefits electronic reckoners has in the field of reckoner architecture I judgeed the degree to which they attain distanced the practitioners in architecture from surpass draughts and natural simulate making and how realistic architecture could be detrimental to the disciplinary field Involving the emergence of melodi c theme architecture commemorateing theoretical proposals development visual images. M whatever architects recollect that the conventional hand interpretations and abstract contrivees bring on flat become a disordered art to the cost of architectural employment.The research examines how these digital technologies help architects to purport and how visualizations act as a demeanor of communication between customer and clothes spiriter. This involves researching into architectural vivids as a marketing cocksucker and transportion into the in store(predicate) of calculational modes as a visual and development tool for building practice.The question leaveing therefore be proposed of whether architects and designers incur maintain the hands on approach associated with the discipline, or whether this has been abandoned in estimate of reckoner graphics as a visual tool. Are estimators fetching a itinerary from the tralatitious methods and if so what at omic number 18 their advantages to the discipline?MethodologyTo assess the degree to which hound dog bundle package system helps architectural design firms, I looked at deuce firms which rely heavily on click softw be as a design tool and one firm, which non whole believe in a traditional approach, tho commit predominantly exemplifications and hand drawings for abstract stages. This involved assessing amateurs views, personal judgment and analyzing the pathship send awayal they took in relation to sign picture and concepts to building stages. The terce trip studies selected are intended to show the varied economic consumption of computing software and its adaption to divers(a) styles of situation make-up and philosophies. A description of the three firms operative methods is analyzed and comparisons drawn against these case studies foc utilise on the diverse working methods. The get a line then make the basis of a conclusion in which a summary of the direct s is documented.Chapter 1 Literature Review of Current Computation TrendsWhat should be the exact range of a function of the computing machine involvement within the architectural discourse? This question has been present since the beginning of the use of reckoner aided architecture software. It is notable that some of the designs we see in todays architectural world could not hold been actiond without use of computer visualizations and extensive 3D graphics, notwithstanding the question of how much(prenominal) should computation techniques be employ is always present. Will the age old two dimensional flattened mountain chain give way to the intelligent three dimensional digital models as a way of communication? As unmistakablely simple as this question might be, the answers are advantageously more than complex.An architect without the ages has communicated via a compose or draw and a piece of paper. They draw quick ability to identify their stick outs surgical procedure and particularities with a simple doodle. This method of working has not changed. However check to Vesselin Gueorguiev (2008, p.6) the architectural and design visualization industry is predicted to grow by 23% over the bordering 7 years2. A tonic generation of structures and concepts is macrocosm created that recognizes the computer not only as a draft and rendering tool, but also as a potenti tout ensembley powerful tool in the generation of designs themselves in other words an intelligent drafting machine. With the use of 3D modeling, renderings and visualizations, an architect has an excellent opportunity to play with your imaginations or thoughts, enabling the creation of pieces of architecture that could never collect been rationalized with the use of compose and paper technique alone.An increasing number of digital designs are now being published and praised by critics as meaningful and influential to the architectural field. This emergence of paper and theor etical architecture is rapidly nailing with umteen architects adopting a research approach to practice, led dominantly by computers as a means of experimenting in runs, aesthetics and expressing the investigations achieved. Helen Castle for instance describes how cities castings might be gravid in digital laboratories in order to aid evolved urban design (2009, p.4)3. Evidence of this is shown in Figure 1 showing a digit solelyy produced master-plan for a carbon-neutral resort and residential development on Zira Island in the Caspian Sea.For a long meter architecture was thought of as a red-blooded humankind and entity buildings, objects, matter, place and a set of geometric relationships. But recently, architects sound projection begun to understand their products as liquid, animating their bodies, hyper-surfacing their w completelys, crossbreeding divers(prenominal) locations, experimenting with impudent(a) geometries. And this is only the beginning (2005, p.22)4.It i s undoubtedly evident that advance rendering and 3D systems end help to envisage of what architecture might be, however the computer is not a human being and should not be treated as such(prenominal). Ultimately it is the architect who is defyling the ideas, programming and concepts and the computer merely facilitates instructions. accordingly the computer is just a way of copying, simulating or replacing manual(a) methods of design, simply a tool to replace the pencil. Kosta Terzidis concurs with the argument stating that un manage humans, computers are not aware of their environment (2006, p.37)5. In this computer age, architects are evermore striving to depict and introduce a new way of sentiment about design. The problem is that often neither the designer is aware of the possibilities that conceptual schemes stinker produce nor the software packages are able to predict the moves or personality of individual designers. The result therefore is that the computer is utili ze more as a medium of expression rather than a morphologic foundation for architectural experimentation. Has the emergence of digital realms as a result of computer goulated design led to architecture being produced as a mass media escort rather than a piece of attractively crafted, in operation(p) and creative architecture?Architects such as Beatriz Colomina took the subject of media of architecture as an exhibition piece from the 1920s to the 1950s, therefore this fanciful image of architecture was not just brought to light by the digital age. This feel of extremely visual 3D architecture has however been condemned by many critics, with many believing that the actual computer image is surpassing the reality of the building itself. Branko Kolarevic establishs out the problem thatThere seems to be a maven among the generation of school leavers that because they have mastered a software they are sufficient as architects, and they almost immediately seem to be deviation to set up their own practice, which usu onlyy turns into a graphics community for websites (2005, p.70).6The notion of apply computers more as a marketing tool is very prominent in todays culture. This is especially central in multiplication of economic recession where every niche a practice has ordain be exploited to offer a more attractive suffice to the client. Images sell buildings. As a result, many architecture graduates are utilise solely to use their skills of computer renderings rather than their knowledge of design in effect turning into hound dog monkeys and simply key based operators rather than architects. The perception that computer graphics is enhancing buildings is viewed as a myth by many. As 8 to simply draft the drawings required and preparing a project for construction and tender documentation. For many designers, the computer is just an advanced tool footrace programs that enable them to produce sophisticated forms and to better tally the realization of a design. Critic Kosta Terzidis states that, whatever capabilities a computer may have it lacks any level of criticality and its visual effects are nothing but mindless spliceions to be interrupted by a human designer (2006, p.48).9 I agree with this point as to righty determine a solution an architect should be intrinsically linked with their proposal via corporeal models, sketches and general hands on approaches. A computer does not have the ability to reflect and respond to an environment set by the user in other words the computer output is simply a response to the designers input. Due to the nature of complexness in many 3D programs, architects can become lost in their designs with a loss of control over the fundamental solution to the problem.Balakrishnan Chandrasekaran from Ohio State University states the very vagueness and ambiguity of sketches plays an all important(predicate) role in the primordial stages of design (2007, p.65),10 see normal 2, which explains with the use of color to highlight the dominant architectural elements.It is vitally important that we do not loose this affinity with sketching that our architectural discourse has been built on. In this digital age the benefits computers can bring to the design process is key however, we must not let computers control architecture. Let humans control architecture and sanction a combination of sketches, domestic dog or realistic models and computation control our future worlds.However the terms, concepts and processes that seem inconceivable, unpredictable and unrealizable by a designer can be explored, implemented and tried and true into new design strategies and solutions within the digital world. This experimentation has given stick up to new design processes and concepts such as genetic algorithms, parametric design and isomorphic surfaces. Branko Kolarevic (2005) makes the argument thatdigitally driven processes, characterized by ever-changing open-ended and unpredictable but consistent commuteations of three dimensional structures, are handsome rise to new architectonic possibilities (2005, p. 2).11CAD programs assist in helping an idea to be physically realizable creating a new dynamic solution. Computers simply assist in reinforcing our creativity and making us undetermined of doing things, which would be considered impossible by traditional means. This rise of algorithmic design as a result of digital design may be particularly beneficial to that of urban master planning for the future of our cities. Michael nutlike for example talks about algorithms statingThis new species has mutated the way man perceives architecture and his place within it. It has allowed a different thought process to be applied to how we exist in this world, and how we build up the world nigh us, and how the world builds itself (2009, p. 47).12From this quote it can be said that 3D visual programs can help us understand and analyze our cities and enable the designers to journey them in new ways and pave a better way for the future. However this notion of a digital city is merely conceptual at this point with Planners being unaware of the possibilities of new interventions derived from 3D compend. so the spatial development of a digital city at this point in time is cool it untried, considered unresolved and unaware if the digital mutations emerge from our computers in reality work functionally.In conclusion this chapter has emphasized thatall that is digital need not be a Trojan horse of marketisation and all theoreticians and designers that have embraced computer based design and manufacturing need not be neo-capitalistic zealots Anthony Vidler (2008, p.111).13The emergence of computer simulation programs can open up new possibilities of design and push architectural skills in a direction antecedently not possible via pen and paper. It is enlightening to know that new CAD programs have implemented change in the design discourse in terms o f granting immunity of experimentation. The seemingly impossible is now very a good deal realizable thanks to the computer. However the worry by many critics is that architecture becomes more about novelty as a result. It has become apparent that the image produced on screen can often be direct and act as a deception of the actual materiality.To summarize Digital technologies act as almost organic rather than prosthetic and set aside an extension to the hands of the maker, freeing up time for other important work to be done. Problem solving is an action which we perceive in multiple modalities and so various methods should be encouraged to benefit the future of architecture. However when and to what degree we should use CAD as a form developer, visual agent and general helper to the design process?The conterminous chapters will use case studies to examine how three well know architect firms use CAD in their practices. It will highlight the various positions and attitude toward s the use of CAD software and determine the stages at which computer visualization software is used in the design process as a development tool.Chapter 2 Caruso St. John Architects The attraction of traditionSince their rootage in 1990 established by Adam Caruso and Peter St John, Caruso St. John architects have strove to maintain traditional qualities of architecture such as ornament and decoration, food grain and color. Caruso and St. John have learned from figures like the Smithson, Robert Venturi and Adolf Loos that architecture is good when it is mesh in the patterns of everyday reality and not virtual reality. Over the coda 20 years, the partnership has very much revokeed the high tech, shiny newness associated with the advance(a) world of architecture. The trend of globalization and constant expansion is a roadway which this firm has not winn. This non-heroic stance has involved disdaining new methods of technology good-natured solely on the past as a generator for t he future of the city. As David Leatherbarrow states, originality is only genuine when it is unsought (2009)14. This rationality and belief in the architects hand, calling upon memory and feelings is what makes Caruso St Johns work remarkable in a present-day(prenominal) way. It should become apparent in the come outing case study that computer digital aids can be used sparingly and effectively to produce emotional, human led architecture.It is unrealistic and utterly frivolous to reject computer aided software completely and Caruso St John is no censure to this. It is however more about the way in which they embrace the computer as an architectural design tool and at precise working stages that is of particular interest. The computer does not rule their practice, rather the architect controls the decisions via skills intrinsically and traditionally linked with the architect. Adam Caruso in a conversation with capital of Minnesota Vermeulen states,Foreign Office Architects say that new overlaid programmes and, more bizarrely, new ways of working with computers will allow you to have new spatial urban possibilities, and that architecture, rather than being resistant to the forces of global capitalism, should respond, should represent it. I steady believe that architecture should be resistant (2002, p. 88).15It is clear that Caruso St John follow a framework of refraining from the extensive use of technology in a rhetorical way. In their approach to a project, the firm use a lot of large models to visualize the projects internally, however they tend not to do many presentation drawings using CAD renderings. Rather they take photos of models (evident in Figure 3), use sketches and perform verbal presentations with their clients.They avoid at all costs the shiny visualizations associated with computer visual programs. Even with the negative feelings towards computer led architecture, the firm use CAD software quite early as a design tool and as Adam Caruso i n an Architects Journal article states, we dont think it changes the form of our architecture. Our performance drawings are much like what they were when we were hand drawing (2006).16 Inevitably the partnership still use the hand as a design tool in which the architect creates spaces to which they are emotionally linked, while a tangible connection is make in relation to the computer at the appropriate stage of the design.rowan tree Moore an architectural critic states the point that where other architects give primacy to technology, or the image of modernity or abstract form making, the consistency of Caruso St Johns work is in the attitudes behind it (2002).17 Caruso St John has no predetermined attitudes towards modern or traditional design methods but choose to select the appropriate at a particular moment in time. The firm has carefully embraced CAD as a design tool within the attitude without it superseding their principles and beliefs where a pen and paper should sit comfo rtably beside a computer running CAD software.CAD drawings, graphics and photos were translated into machine milling instructions, allowing positives to be cut from resin board and hard latex moulds then m fruit drink to form the faade of the building. Without the ability to produce a 3D computer model this would never have been achieved. Caruso St Johns approach is not simply about knowing how to pass CAD techniques, but when to apply them to achieve the best response. Models and sketch drawings will always lead the way within this office, however CAD software is consistently used to aid with ideas, facilitate construction drawings and to rationalize themes and ideas. Its all about moving between the two worlds of the real and the virtual to achieve a homogenous whole.Caruso St John often remark on how slim computer technology has affected the development of architectural form and in their essay Frameworks the duo state they are doubtful whether completely new forms can exist (19 96, p.41)18. For them, it is cheating to muck around with algorithms and mapping programs to generate forms. Adam Caruso in Tyranny of the New states his distaste for computers used in this way condemning how the formslack the complexities and ambiguities that are held within the tradition of architectural form, these shapes chop-chop lose their shiny novelty and achieve a bod of not new, but also not old or median(a) enough to become a part of the urban background (1998, p.25)19. effectively the belief is that computer generated forms have no place in our current urban context and lack any particular perceive of place. In Contemporary Architecture and the Digital Design Process Andrew Kane remarks that there is an increase belief amongst experienced clients that digital representation of design proposals is essential to blind drunk the gap between their understanding of the conceptual ideas and the realized consummate form (2005 p.vii)20. This is not the case in Caruso St Joh ns practice. A multitude of models and a closure communicative relationship with their clients ensures complete understanding of the project on twain without the need for extensive use of computer generated form. Through a physical and verbal understanding of design elements, a computer can have no advantage over a close relationship highly-developed with a client.To summarize, it must be noted that this affiliation with traditional set and qualities is an admirable approach in the face of modernity in a high tech world. The formulation of design within Caruso St Johns office involves a multitude of mediums with CAD software being one of those. However, their use of it doesnt detain the design formalities but merely assists them in engaging with the project more intrinsically. Computers are used frequently within the office like every other architects business however they do not use its powers as a form, plan or aesthetic generator. Caruso St John avoid the extensive use of the computer image generation path and the stardom associated with this prototype in opt of being linked with the physicality, a model or a pen and paper can bring, rather than the autonomous production of a drawing filtered via a software program with no sense of personal touch. To conclude it can be stated that Caruso St John have avoided the nostalgia of digital realms of visualization but have embraced the use of CAD software programs as a communicative tool with contractors, as an aid in production design and as an aid in visualizing their initial sketch idea in its contextual environment.The near chapter is the second case study of a practice with a different approach to the use of CAD in their everyday work.Chapter 3 Zaha Hadid Towards a new realmThis chapter will use the practice of Zaha Hadid to examine how they use CAD in their working methods and allow an examination of the effect it has had on their design philosophies and the work they produce.Zaha Hadid has specify a radically new approach to architecture by creating buildings with fanciful geometry to evoke the hectic nature of modern life. She transcends the realm of paper architecture to the built form creating archetypes never envisaged before. Her work is known widely for the dramatic images produced of seemingly impossible pieces of architecture yet many of these complex images have been realized and built contrary to many beliefs. All of this would not have been impossible without the advent of computer-aided software to allow architects almost infinite freedom to create any shape they wanted. In particular the use of computer aided manufacturing (CAM) has become increasingly popular in Hadids practice. The ability to manufacture a physical model from a 3D computer model has allowed the firm to fabricate photographic plate models using CAM technology and therefore allow an appreciation and review of what could be realized at full scale on site. Subsequently full scale components are t hen created from the computer model. It is through this extensive use of computers, that has enabled Zaha Hadid to minimize the need to dumb put down her architectural wonders and requires contractors to build her works of complexity. Her decision to virtually leave the drawing board in the 1980s in favor of graphic paintings to express her visions was a bold statement. One of her paintings displayed in Figure 5 demonstrates the complexity of her ideas.The emergence of computer visualizations simply begged Hadid to embrace it to express her bold, flowing spaces.The critic Aaron Betsky remarks how she does not invent forms of construction or technology she shows us a world in new ways by representing it in a radical manner (2009, p6).22The influence of the computer in Hadids working method is clearly visible in the Phaeno Science Center in Wolfsburg, where the architects started the project at conceptual stages by deforming a hypothetical grid and cheerless it at points using a 3D visualization program. This push and perpetrate of elements using CAD software is evident in Figure 6. However often what happens in practice is that the more experienced architect such as Hadid will delegate the computer generative work to a younger colleague to visualize.As Aaron Betsky remarksshe sketches and does all the precise lines that indicate her design objectives, her co-workers render the work at a larger scale and submit in the spaces between her gestures she now produces paintings that are only white lines on black paper, ghosts of a future city (2009, p.11).23It is notable therefore that the sensed heroes of the architectural world such as Hadid still will connect with their spaces and concepts via a pen and paper before ever conceiving any manifestations on a computer. The question that keeps coming back to us therefore is whether all architecture still stems from the simplicity of the hand?Patrik Schumacher a partner in the office proclaims of the primacy of the computer, arguing that it is the technologies that rely on its power that are allowing us to create what we consider to be truly modern structures (2009, p.14).26 As her paintings and sketches depart into computer renderings and forms, their imaginative qualities begin to disappear too as a flattened, sterile computer visual image can never be a substitute for the emotion a hand drawing can bring. The digitally produced image can often be a misrepresentation of the actual building productThe use of computer visualization programs in Hadids office however has enabled the emergence of reweaving reality. Joseph Giovannini states that, In Hadids laboratory, the mediums of design were not tether to representation but instead encouraged ways of seeing released from convention.(2006, p.23)27 Computers allowed Hadids office to break away from conventional architectural expression in favor of shifting simulations of representation. The pedestrian bridge at Zaragoza, Spain is based on a comp uter procedure called lofting, a term used in the computer program Rhino. It involves the continuous morphing of one architectural section into another as the initial shape transforms through the ends of its trajectory. Figure 8 demonstrates this morphing shape achieved via this CAD process. Something never possible via traditional means.As Aaron Betsky states, The latest software allows her to take the existing landscape and unfold it, to pan, swoop, swerve, cut, slow down and speed up (2009, p.12).28 The software allows her to intertwine elements and shift forms too complicated to model quickly via conventional methods. Therefore I would argue that the use of computational tools actually allows for speed of manipulation and not creation itself.Zaha Hadid has an extraordinary ability to transform perceptions and dream like paintings and drawings into representations. The firm quite clearly relies on computer software to create fully integrated, large scale buildings and manage the process from conceptual stage to practical completion however, whether or not she can pull off many of these virtual worlds as realized functional buildings remains to be seen. Zaha Hadid has an enormous catalogue of conceptual designs but surprisingly a small number of developed projects. Therefore this tendency towards graphic representation in the conceptual stage via computer has yet to be truly tested at construction stage. This pastiche of virtual worlds created in Hadids studios is very much intriguing to the architectural world however act the elusive commissions remains another matter. In Hadids office, the computer acts as an enabler to model on screen, pushing and pulling objects similar to a hands on approach and as Joseph Giovannini states, like all tools she has used, the computer helps Hadid become more Hadid (2006, p.32).29To summarize this chapter has shown that to create complex forms and shapes such as that of the work of Zaha Hadid, CAD modeling used in conjunc tion with CAM offers extraordinary benefits and acts as a communication tool to reassure clients and contractors that the design is possible. It has emerged that computer software is more of a business tool, with the birth of a concept and design still stemming from the hands of the maker via a sketch or painting. The problem place is that the final computer images do not accurately reflect the finished product as the shiny, reflective and vibrant colors and textures viewed on the computer screen does not follow through in the finished building.The next chapter is the third case study of a practice with another different approach to the use of CAD in their everyday work, where working methods, beliefs and outcomes in relation to computers will be assessed.Chapter 4 Greg Lynn Architectural energy and the paperless officeThe majority of architectural practices produce paper drawings, then use design visualization software to assess the form and produce a full repertoire of working d rawings, however Greg Lynns paperless practice located in atomic number 20 brings computers into the design mix from the start. He is considered one of the most influential figures in computer generated architecture and has been named in Times magazine 100 innovators of the next century. Considering he is the pioneer of computer designed architecture using biomorphic shapes and the fountain of blob architecture, the architectural critics of CAD software can undoubtedly be impressed with his merging of science, calculus, art, photography, film, organisms and architecture all into one futuristic idea. He envisages ideas of science fiction as Mark Rappolt statesGregs work has become a form of porn pored over, leered at, and more or less successfully emulated thats decisively hardcore in its use of the new digital technologies and pioneering exploration of new (architectural) positions in the latest special effects (2008, p.6).30His use of computers and other advanced digital techno logies as a design tool has paved the way for the future of the architectural discourse. Undoubtedly graphic content in architecture has opened up the discourse to popular media however Gregs use of visualization software goes beyond the mere formulated, repetitive and regular approaches to expand the possibilities of the building world. For example in the design for Cabrini Green Urban Design opposition in 1993, Greg used adjustable triangles, a computer spreadsheet for dimensions, a convention and a parallel bar. Existing buildings in the Cabrini Green neighborhood were mensural and drawn along a linear bar and then their shape and size averaged from one to another. A technique subsequently adopted and used in new computer programs Alias and Maya 5 years ulterior as blend shape tools. The harmonious scales are shown in figure 9.This project was also one of the last achieved in his office by hand initially on a drawing board and simply extruded by the computer. Everything is no w done digitally.His approach to projects involves the use of computers from the initial brief and one method adopted is testing the boundary of animation software called editing spline functions. As Greg Lynn points out, the very first projects designed using animation software did operate through happy accidents the port confidence competition and citron house, specifically (2008, p.280).31 Basically trial and error methods were used using basic CAD packages until a satisfactory outcome emerged from the screen. In the port authority triple bridge gateway competition (1995) animation tools and splines were used as a design medium for the first time by any architect and was more a computer analysis outcome than a design project. The project was produced in less than a week using dynamics and the pseudo-quantitative indexing of statistical data. The outcome is shown in Figure 10.This then became a primary technique for Gregs future projects using blebs34 It must be stated that in Gr egs office computer design software is never simply used as a representative medium but more as an architectural tool to expand the possibilities and boundaries of architecture. For example prototypes of concepts are built at Lynns office during the design phases using his own computer controlled 3D cutter known as Computer Numerical Control. The intent as a result is to really point on how these amorphical forms are created to achieve the maximum potential of a computer, as well as actual build-ability using CAM. Full scale models are built of sections of buildings to allow a person to physically walk through and engage with a product not yet reality.

Consumer Behaviour Towards Milk Products

Consumer Behaviour Towards take out ProductsConsumer port is the study of when, why, how, and where flock do or do non grease ones palms products. It blends elements from psychology, sociology, social anthropology and economics. It attempts to keep abreast the demoralizeer finality making butt, both one-on-onely and in concourses. It studies attributes of idiosyncratic consumers such as demographics and carriageal variables in an attempt to run across concourses wants. It too tries to assess processs on the consumer from free radicals such as family, friends, reference point groups, and society in general. Consumer behavior is stoopd by demographics, psychographics (lifestyle), soulfulnessalisedity, perceptions, pauperization, knowledge, positionings, beliefs, and feelings. Consumer behavior concern with consumer aim consumer attains in the c atomic number 18 of satisfying necessarily leads to his behavior of every individual depend on withdrawing proc ess.Consumers with standardized incomes and socio-demographic char chiperistic, facing similar relative prices, and equipped with similar information, tend to use up similar baskets of trues ( Connor, 1991). There is much research on dairy products that show that socio-economic f comportors and consumers demographic factors have a study impress on their consumption of dairy products (e.g. Bogue and Ritson, 2006 Armstrong et al., 2005 Valli and Traill, 2005 Tendero and Bernabeu, 2005 Vermeir and Verbeke, 2006 Viaene and Gellynck, 1997 Kotler, 1997). In addition, h carry offhenish diversity whitethorn have an distinguished influence on consumption (Valli and Traill, 2005). There ar large differences in the quality of life indicators between urban and outlandish commonwealths (Sengul and Sengul, 2006). Also there be differences among the urban and rural populations in foothold of their socio-economic and demographic characteristics.Customer behavior study is base on cons umer corrupt behavior, with the guest playing the three distinct authoritys of expenditurer, payer and buyer. Relationship merchandise is an influential asset for customer behavior analysis as it has a keen have-to doe with in the re-discovery of the true meaning of marketing with the re-affirmation of the importance of the customer or buyer. A greater importance is as well as placed on consumer retention, customer relationship management, mortalalization, customization and one-to-one marketing. accessible functions thunder mug be categorized into social choice and welfare functions.The idea that customers pick out one product or one service over a nonher(prenominal) is not new. The ability to identify and measure the elements of such predilection decisions with either accuracy and reliability has wholly recently become available.Research into this area of consumer behavior has brought understanding to few of the major(ip) issues with standard customer comfort rese arch. Most signifi bottom of the inningtly, we have come to realize that steep customer blessedness does not assure continued customer option.CONSUMER BEHAVIOURCULTURAL FACTORS kitchen-gardeningSub-Culture hearty ClassSOCIAL FACTORSReference GroupFamilyRole and military positionPSYCHOLOGICAL FACTORSMotivationPerception learnAttitudesBeliefsPERSONAL FACTORSAge and Life-Cycle crinkleEconomic SituationLifestyle temperFigure 1.2 Factors affecting Consumer conductConsumer behavior is defined ad the mental and stirred process along with the material activities of the population who purchase/consume goods and work to satisfy their extra rents and wants. Consumer is the most important soul to the marketer because the marketer takes in to consideration on the liking and disliking of the consumer and he produces the goods and services accordingly.Consumer behavior is important for the three persons.For consumerAs a consumer most of the time lead drip time in the market and a lot on decision making that what to buy and how to buy and meeting and conferencing with different types of nations and friends with different types of good and services.For producerConsumer behavior is in addition important for producer because producer physique and manufacture different types of product and services keeping in mickle the wants and inevitably of consumer.For scientistThe knowledge of consumer behavior is also important for scientists, whether the scientist is working for bankable organization or non profitable organization.One of the advantages of consumer behavior hind end be come overn when looking at advertisers and how they advertise by keeping the consumers in mind. Advertisers communicate a lot of money to keep individuals and groups of individuals (markets) interested in their products. To succeed, they get to understand what rushs potential customers behave the commission they do.The advertisers goal is to get exuberant relevant market data to de velop accurate profiles of buyers that is primaryally to grow the common ground and symbols for communication. This involves the study of consumer behavior, the mental and emotional process and the physical activities of the people who purchase and use goods and services to satisfy particular demand and wants. Along side the behavior of organizational buyers (the people who purchase the products and services for use in business and government). The primary mission of advertising is to pass around prospective customers and influence their awareness, poses and buy behavior. This fanny be done success to the full only by means of knowing the consumer discernments, behavior towards various stimuli i.e. consumer behavior.1.2 CONSUMER PERCEPTIONS, ATTITUDES AND MOTIVES TOWARDS MILK crossroad1.2.1 Consumer PerceptionsAs a consumer, decision making is a very important factor as good decision making impart see the Prosper but poor decision making could cost it a lot. In the fact, c onsumer perceptions influence all the decision of consumer. Perception is a process by which individuals organize and interpret their sensory impressions in order to tump over meaning to their environment. The perception is important in the study of consumer behavior because people or consumer behavior is based on their perception of what reality is, not on reality itself.A number of factors operate to shape and sometimes distort perception. These factors can reside in the perceiver, in the prey or locate being perceived, or in the context of the situation in which the perception is made.Factor in the perceiverAttitudesMotivesInterestsExperienceExpectationsFactor in the situationTimeWork settingSocial settingFactors in the derriereNoveltyMotionSoundsSizeBackgroundProximity analogyPERCEPTIONSFigure 1.3 Factors that influence perceptions. Perceptions and Individual Decision Making, Organization Behavior (Fifth Edition)When an individual looks at a stub and attempts to interpret w hat he or she sees, that interlingual rendition is heavily influenced by the personal characteristic of the individual perceiver. Personal characteristic that affect perception include a persons attitudes, constitution, motives, interests past experiences and expectations. Characteristic of the target being ob sufficed can affect what is perceived. Loud people are much(prenominal) likely to be sight in a group than the quiet ones. For example of the take out product is the draw product with more benefit and promotion are more likely to be noticed in consumer mind than the depleted promotions. So, too, are extremely attractive or unattractive individuals. Because targets are not looked at in isolation, the relationship of a target to its background also influences perceptions. installd on study by Grunert et al. (2000) mentioned that consumer perception of dairy product quality was characterized by four major dimensions, hedonic, wellness-related, convenience related and pro cess related. The information of the product itself rather than the physiologic properties of the product influenced consumer claimance of dairy product. Watanabe et al. (1997) classified consumer characteristics of milk consumption and indicated that men, old people, and people with no calcium concerns preferred soda and alcoholic beverages. hatful with comparatively stronger health concerns consumed more milk products. Hsu and Kao (2001) evaluated product attributes and demographic factors that influenced purchases of eloquent milk products in Taiwan using consumer survey data. Their result revealed that larger households purchases more fluid milk products. Households with higher income and household shoppers with higher educational trains tended to reduce purchases of flavoured milk products.1.2.2 Consumer AttitudesAs a consumer, each of us has a vast number of attitudes towards products, services, advertisements, bet mail, the internet, and retail stores. Within the conte xt of consumer behavior, an tasting of prevailing attitudes has considerable strategic merit. To get at the heart of what is whimsical consumers behavior attitude research has been used to study a considerable range of strategic marketing questions. For example, attitude research is frequently undertaken to make up whether consumers will accept a proposed new-product idea, to gauge why a firms target audience has not reacted more favorably to its new promotional theme, or to learn how target customers are likely to react to a proposed transmute in the firms packaging design.1.2.1.1 The Attitude-Toward-Object ModelThe attitude towards object lesson is peculiarly suitable for measuring attitudes towards a product or service kinsperson or specific bell ringers. According to this flummox, the consumers attitude toward a product or specific smears of a product is a function of the front man and military rating of certain product-specific beliefs and attributes. In new(prenom inal)(a) words, consumers generally have favorable attitudes towards those punctuates that they debate have an adequate level of attributes that they evaluate as positive, and they have discriminatory attitudes towards those brands they feel do not have an adequate level of want attributes or have too many negative or unwanted attributes.Conducting consumer attitude research with children, especially gauging their attitudes towards products and brands is an ongoing challenge. What are needed are new and effective measurement approaches that allow children to express their attitudes toward brands.1.2.1.2 The Attitudes-Toward-Behavior ModelThe attitude toward behavior model is the individuals attitude toward behaving or acting with respect to an object rather than the attitude toward the object itself. The appeal of the attitude toward behavior model is that it seems to correspond somewhat more closely to actual behavior than does the attitude toward object model.1.2.1.3 Theory of Reasoned Action ModelThe theory of intelligent achievement represents a comprehensive integration of the attitude components which is the consumer in this case, that finally are the building blocks of preference on multinational milk brand. The model is designed to fork over a better understanding of how consumer preference is organize and, correspondingly, to provide the means to accurately predict consumer preference behavior. Figure 1.3 provides an overview of customer preference formation from the theory of reasoned action point of view.In order to understand preference it is need to determine the functional or executing demands involved in the purchase, the desired emotive outcomes, and the subjective norms consumers use to determine their desire for one milk product or brand over an otherwise. The primary assumption of the model is that individuals make considered purchases. In some cases the consideration may be minimal and the purchase behavior nearly habitual. In another the period of consideration (incubation) may be great and each element of the consideration process carefully examined.Belief that the behavior leads to certain outcomesAttitude towardThe behaviorEvaluation of the Outcomes orientation course Behavior intent to buy milkBeliefs that specific referents think I should or should not perform the behaviorSubjective comparison normMotivation to honour with the specific referentsFigure 1.3 Basic Structural Model of Customer Preference Formation etymon Adapted from Icek Ajzen and Martin Fishbein, Understanding Attitudes and Predicting Social Behavior (Upper accuse River, NJ Prentice Hall, 1980), 84.The important contribution of the reasoned action model is the fruition that consumers utilize the model in all purchase experiences of milk to a lesser or greater extent. Of equal importance is the realization that the components used to make a preference decision are also the ones employed by a consumer to evaluate the execution of i nstrument success of the milk product or service purchased and the company responsible for them. Therefore, as the components of preference on milk brand change, the elements influencing satisfaction change accordingly. The relationship is propulsive and fluid therefore static or predetermined satisfaction analytic packages often miss the most important elements of preference and can relieve oneself a false sense of security on the part of companies who think that since their customer satisfaction scores are high they essential in turn have comparatively loyal customers.The theory of reasoned action assumes a consequence for the action taken. People prefer some product, someone, or some service because they determined the object was best aligned with companys performance and emotive requirements as judged done our comparative norms. People evaluate the performance in light of how well the product, person or service meets their preference expectations.(www.icrsurvey.com//Custome r%20Preference%20Formation_1205.doc)1.2.3 Consumer MotivationMotivation is one of the important factors that can influence the consumer behavior. Motivation is the processes that account for an individuals intensity, direction and persistence of effort towards attaining a goal. The far-famed theory in the development of motivation ideals is the Abraham Maslows hierarchy of needs.HIRARCHY OF NEEDS theoryIt is probably safe to say that the most well- cognise theory of motivation is Abraham Maslows hierarchy of needs. The hypothesized that within every human being there exists a hierarchy of five needs. These needs arePhysiological includes hunger, thirst, shelter, sex and other bodily needs.Safety includes security and protection from physical and emotional harm.Social includes affection, belongingness, acceptance and friendship. flirt with includes internal esteem factors such as self-respect, autonomy and achievement and external esteem factors such as situation, recognition an d attention.Self- actualization the drive to become what one is capable of be plan of attack includes growth, achieving ones potential and self-fulfillment. pick out 3 Social desireNeed 1 Physiological NeedNeed 2 Safety NeedNeed 4 Esteem NeedNeed 5 Self ActualizationFigure 1.2.3 Maslow pecking order of Needs ModelAs each of these needs becomes substantially genial, the adjoining need becomes dominant. In terms of the figure 1.2.3, the individual moves up the step of the hierarchy. From the standpoint of motivation, the theory would say that although no need is ever fully gratified, a substantially satisfied need no longer prods. So, if the consumer wants to motivate someone, according to Maslow, the consumer need to understand what level of the hierarchy that consumer is currently on and focus on satisfying the needs at or in a higher place that level.While customers have different motivations for consuming the things they do, all consumers have motivations that transcend t hem to want, and purchase certain goods or services. Some motivations for consumption could include the need for status, social acceptance, security or individuality while other motivations are unconscious and can be utilized by marketers to hook consumers into get a product they never knew they always wanted.Beyond more emotional appeals there is the very real and tangible model of needs proposed by Abraham Maslow in his Hierarchy of Needs pyramid. Maslows theory indicates that most consumer motivations can be attributed to where they fall on the pyramid of needs he developed. The lower level on Maslows pyramid begins with basic physiologic needs (dinking fluids, eating, sleeping, etc.), and climbs all the way to the highest level on the pyramid to the need for beauty (as cited in Lindquist Sirgy, 2003, p. 250-251). Maslow believed that a person moved through each level of need sequentially. In other words, once the needs in one household were met completely, a person would move up to the next most immediate category, and his or her purchasing motivations would change as a result of the new category to which he or she would become a part of (as cited in Lindquist Sirgy, 2003, p. 250-251).Maslow disjointed the five needs into higher and lower orders. Physiological and safety needs were described as lower order needs and social, esteem and self-actualization as higher-order needs. The differentiation between the two orders was made on the premise that higher-order needs are satisfied internally (within the person), whereas lower-order needs are predominantly satisfied externally (by things such as pay, union contracts and tenure).Unfulfilled Needs, Wants, and DesiresTensionLearningDriveBehaviorGoal or Need FulfillmentcognitiveProcessesTension ReductionFigure 1.4 Model of Motivation ProcessSource From Jeffrey F. Dugree et al. Observations Translating Values into Product Wants, Journal of Advertising Research, 36, 6, (November 1996)The figure above is presen ts a model of the motivational process. It portrays motivation as a state of need-induced tautness that drives the individual to engage in behavior that he or she believes will satisfy the need and thus reduce the tension. Whether gratification is actually achieved depends on the course of action pursued. The specific goals that consumers wish to achieve and the source of action they take to attain these goals are selected on the basis of their thinking processes (cognition) and forward learning. Therefore, marketers must view motivation as the force that induces consumption and through consumption experiences, the process of consumer learning.1.3 RESEARCH PROPOSAL1.3.1 The Factors Affecting Consumer Behavior towards Milk ProductConsumer purchases are strongly influenced by cultural, social, personal and psychological characteristics. It is knockout for marketers to control such as factors but they should take these into account because it does provide marketers with a guideline. 1.3.1.1 Cultural FactorsCultural factors have a significant preserve on customer behavior1. CultureCulture is the most basic cause of a persons wants and behavior. Growing up, children learn basic shelters, perception and wants from the family and other important groups.Marketing are always pronounceing to spot cultural shifts which energy point to new products that might be wanted by customers or to increased demand. For example, among this particular family was believed that fresh milk has the highest nutritious value among all types of milk and fitness has created opportunities (and now industries) servicing customers who wish to buyLow calorie foodsHealth club membershipExercise equipment exertion or health-related holiday etc2. SubcultureEach culture contains sub-cultures groups of people with share values. Sub-cultures can include nationalities, religions, racial groups, or groups of people sharing the akin geographical location. Sometimes a sub-culture will create a su bstantial and classifiable market segment of its own. For example, people from one country only accept one flavor of milk, it is see-through milk. So the people will only buy plain milk and do not want to choose other milk flavor.3. Social classThese are relatively stable and ordered divisions in a society whose members share similar values, interests and behaviors. For example, high class people who really very concern about their health especially their body shape will only buy low fat milk instead of other types of milk.Cultural factors exert a broad and deep influence on consumer behavior. The marketer needs to understand the role played by the buyers culture, subculture and social class.http//tutor2u.net/business/marketing/buying_cultural_factors.asp1.3.1.2 Social FactorsA consumers behavior is also influenced by social factors, such as the consumers small groups, family, and social roles and status. Because these social factors can strongly affect consumer responses, compani es must take them into account when designing their marketing strategies.1. Reference GroupsGroups are a persons behavior is influenced by many small groups. Groups which have a direct influence and to which a person belongs are called membership groups. References groups are groups that serve as direct or indirect points of comparison or reference in the forming of a persons attitudes or behavior. Marketers try to identify the reference groups of their target markets. The importance of group influence varies across products and brands, but it tends to be strongest for fulgent purchases. For example, an individual may choose a selected milk brand based on their group reference. References by the group can also known as mouth to mouth advertising. The reference group may pass the experience faced by the customer.2. FamilyFamily family members can strongly influence buyer behavior. We can distinguish between two families in the buyers life. The buyers parents make up the family of orientation. From parents a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, and love. The family of procreation-the buyers spouse and children-exerts a more direct influence on occasional buying behavior. The family is the most important consumer buying organization in society, and it has been researched extensively. Marketers are interested in the roles and relative influence of the husband, wife, and children on the purchase of a large variety of products and services. Consumers are also affected and influenced by the presence of a family member. For example, the parents normally decide what milk product they want to purchase but the children can decide what the flavor is.3. Role and statusRoles and placement a person belongs to many groups-families, clubs, organizations. The persons position in each group can be defined in terms of both role and status. Role consists of the activities people are expected to perform according to the people around them. Status reflects the general respects given to role by the society. People often choose products that show their status in the society. away from that, consumers are also affected by their role they play and the status they hold in the society. For example, a general managers role and status will definitely differ from the role and status of a clerk. Bearing this in mind, the needs of customers also change.1.3.1.3 Personal FactorsA buyers decisions are also influenced by personal characteristics such as the buyers age and life-cycle stage, occupation, economic situation, life style, and personality and self-concept.These factors are divided into1. Age and life cycleAge and Life-Cycle assign people change the goods and services they buy over their lifetimes. The types of milk people buy change during their lifetimes. As people grow older and mature, their desires change. The make up of family cycle also change their behavior. For example , when one person was a kid, he always drinks chocolate milk. But as he grows older, his preference in chocolate milk change becomes low fat plain milk or yogurt. Marketers often define their target markets in terms of life-cycle stage and develop appropriate products and marketing plans.2. OccupationOccupation a persons occupation affects the goods and services bought. Marketers try to identify the occupational groups that have an above-average interest in their products and services. A company can even specialize in making products needed by a given occupational group. For instance, meritless collar workers would buy cheaper milk brand whereas executives will prefer to buy more expensive brand.3. Economic SituationEconomic Situation a persons economic situation will greatly affect product choice. A person with higher purchasing power will be more willing to spend on famous cheese whereby, someone with bosom income will choose local cheese, which offer better values. Marketers of income-sensitive goods closely watch trends in personal income, savings, and interest rates. If economic indicators point to a recession, marketers can take steps to redesign, reposition, and re-price their products.4. LifestyleLife Style people coming from the same subculture, social class, and even occupation may have instead different life styles. Life style is a persons pattern of animate as expressed in his or her activities, interests, and opinions. Life style captures something more than the persons social class or personality. The life-style concept, when used carefully, can support the marketer gain an understanding of changing consumer values and how they affect buying behavior. People who always consume and wear branded stuff might always want to consume only famous milk brand comparing to people who consume milk despite their famous brand.5. Personality and self concepts (self-image)Personality and Self-Concept each persons distinct personality will influence his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively arranged and lasting responses to ones own environment. Many marketers use a concept related to personality-a persons self-concept.1.3.1.4 Psychological FactorsA persons buying choices are also influenced by four major psychological factors motivation, perception, learning, and beliefs and attitudes.MotivationMotivation a person has many needs at any given time. A need becomes a motive when it aroused to a sufficient lever of intensity. A motive is a need that is sufficiently pressing to direct the person to seek satisfaction. Motivation is based on Maslows hierarchy of Needs. According to Maslow, a person tries to satisfy the most important need first, which is known as the survival needs or the psychological needs. When the important need is satisfied, it ceases to act as a motivator and the person will subsequently try to satisfy the next important need, known as saf ety needs. Base on Maslow theory, it is stated that a person should meet their basic and physiological needs like food, shelter, and clothes. It can be applied to milk as well whereby a person with low income will think how to eat food which can fulfill their body need such as rice before they consume milk which is nutritious but can not satisfy their hunger.PerceptionPerception a motivated person is ready to act. How the person acts is influenced by his or her perception of the situation. Two people with the same motivation and in the same situation may act quite differently because they perceive the situation differently. Perception is the process by which people select, organize, and interpret information to form a meaningful compute of the world. Learning when people act, they learn.LearningLearning is the reinforcement process, which an individual gained through the experiences. The practical significance of learning theory of marketers is that they can build demand for a pr oduct by associating it with strong drives, using motivating reminds, and to the same drives as competitors and providing similar cues because buyers are more likely to transfer truth to similar brands then to dissimilar ones. Or it may design its brand to appeal to a different set of drives and offer strong cue inducements to switch (discrimination).Belief and AttitudesBeliefs and Attitudes through acting and learning, people acquire their beliefs and attitudes. These in turn influence their buying behavior. A belief is a descriptive thought that a person has about something. Marketers are interested in the beliefs that people formulate about specific products and services. If some of the beliefs are disparage and prevent purchase, the marketer will want to launch a discharge to correct them. People have attitudes regarding religion, politics, clothes, music, food, and almost everything else. An attitude describes a persons relatively consistent evaluations, feelings, and tend encies toward an object or idea. Attitudes put people into a pull up of mind of liking or disliking things, moving toward or away from them.establish on study (Morrison, 2002) attitude describes a persons relatively consistent evaluations consistent evaluations, feelings and tendencies toward and object or an idea.(Morrison, Alastair M, Ph.D., Hospitality and Travel Marketing, 3rd Edition, Thompson Learning, United States) compendMarkets must be understood before marketing strategies can be developed. The consumer market buys goods and services for personal consumption. Consumers vary tremendously in age, income, education, tastes and other factors. Marketers must understand how consumers transform marketing and other inputs into buying responses. Consumer behavior is influenced by the buyers characteristics and by the buyers decision process. Buyer characteristics include four major factors cultural, social, personal, and psychological. A persons buying behavior is the result of t he complex interplay of all these cultural, social, personal, and psychological factors. Many of these factors cannot be controlled by marketers, but they are useful in identifying and understanding the consumers that marketers are trying to influence.