Multifocal learning Essay

Everybody has their own learning styles. Some learn by seeing, some by hearing, some by reading or writing and some by experiencing things. Multifocal learning is the preferred learning style for majority of the learning population. Multifocal learning can be a combination of Visual and Auditory or Read/Write or Kinesthetic. It can also be a combination of 2or 3 of the above mentioned leaning styles. Multifocal Learning helps to use more strategies to learn and communicate. So based on the questionnaire aural, read/write and kinesthetic is the preferred learning style. For the multifocal learners, they prefer more techniques of learning and they may feel incomplete if they have to stick to only one strategy. To learn new things in desirable way, one is comfortable and they have to make useful what they are involved and to get good grades, one has to prefer one main learning strategy and make use of the other strategies as a support. Of the three strategies mentioned in the preferred leaning styles, read / write is the one which sounds good. Compared to strategies like aural, read / write and kinesthetic, read/write has more benefits. Most people use some or all of the instructions mentioned below if reading / writing is strongly preferred. The information is taken in the best way if one will do lists of readings , note headings, refer dictionaries, mark glossaries, have definitions and handouts, do reading like read textbooks and library readings, have notes of whatever you learn, read essays, note the good words and notes from the teachers and use of manuals for lab purposes. To benefit maximum from the r/ w one has to repeatedly write the words until memorized and also read the notes frequently to be up-to-date. Also its benefits from rewriting, in other words, of the ideas and principles learned. One has to be organizing the diagrams, graphs or charts into more comprehensible. Note answers for exams, multiple choice questions should be practiced, practice writing essays, arranging the words to hierarchies or points and listing the points by 1,2,3,4. Speaking about Kinesthetic learning, we have to use all our senses like sight, touch, taste, smell and hearing, go to lab, have field tours and trips, will remember lectures which gives real life examples, will remember the examples cited, the applications and exhibits, needs recipes for problem solutions , have to have hands on approach, also needs trial and error methods. There will be literally no lecture notes and will have to remember real things occurred. Using pictures to show the idea.  They have to recall experiments or go back to lab. Have to use examples into the studies to memorise. Have to relate to situations to recollect later and having role play the situations or talking to another person will help to improve learning. And the last method Aural learning, one has to be attending classes and tu torials, topics should be discussed with friends and teachers, use tape recorders to listen, Also remembering the examples from sroties or jokes. Also decription of pictures and other visuals to someone who was not present at the time and leaving spaces in the notes to recall later and fill it. Others to listening to the notes you make for better understanding. Reading your notes aloud and explaining the notes to another aural person will be a good idea. Imagine that you are talking to the examiner. To recall the ideas it is good to be in quite places. Say your answers aloud or in your head. On evaluation study habits should be improved in various areas to enhance knowledge. The most important are as follows, one has to try to learn as much things as possible as they come up in the lecture, classes or sessions and also have to spend time on those before the due of assignments or tests. It’s a good idea to learn things from daily life which helps us in our practical knowledge. Reading news and journals will improve the general knowledge. Always find some time to clear all your doubts with your professors. Put your wok and study in a way that it will not interfere with each other. Finally good eating and rest is an inevitable part for good learning. VARK learning style assessment is widely used process which helps to direct one’s learning styles. As it gives the options of the learning styles one can have different learning strategies which help to improve learning. The VARK questionnaire gives options to people to the different ways to learning. Also it is useful for people who have difficulty in learning in their ways. VARK is used in the fields of business, sports, and education and training purposes. But it’s very important that the learning style is one’s own preference. There is no limit in the way to learn or there is no particular style or any advantage to have any of the learning strategies. The best way is to choose from the different available learning strategies, either one or in combination, which works best for you. Visual learning is mainly by videos, slide shows, pictures or postures. Also textbooks with pictures and diagrams help a lot. Graphs, flowcharts, symbols, also using highlighters to underline different topics and gestures  and picturesque language used for teaching by lecturers also include in the visual learning.

Communication In Business

Many f our historic brands such as Johnnie Walker and Guinness were built on the same corporate citizenship that we hold today. We agree to the fact that we cannot change the world on our own. With our participation and continuous support towards the UN Global Compact, we can learn from others and show leadership. Though, here at Adagio Pl, we recognize that there are still many changes and improvements that need to be made among us and also among our supply chains. This submission hopes to continue our commitment to the UN Global Compact policies by proposing recommendations based on our experiences and mistakes to the local network.Our local network region chosen will be India. The recommendations are based on two principles of the UN Global Compact. The principles are 1) Principle 2: â€Å"Businesses should make sure they are not complicit in human rights abuses. † (The Ten Principles/ Principle 2 2012). 2) Principle 8: â€Å"Businesses should undertake initiatives to prom ote greater environmental responsibility' (The Ten Principles/ Principle 8 2012). The recommendations are:- Encourage suppliers to Join the Suppliers Ethical Data Exchange (Sexed). Encourage other corporations to harness employee's power. Recommendation 1Our experience in developing countries has shown how complicity in human right abuses can arise when negligence occurred in the supply chain. We learned from our mistakes and come up with the following recommendation to prevent such thing from happening again in India. We Join the Suppliers Ethical Data Exchange (Sexed) (Adagio 2007). Through Sexed, suppliers will post a self-assessment of their practices and products. These can be accessed by any of their customers. At present we count 300 of our own suppliers in Sexed. The assessment of each supplier is then closely checked against the Ethical Trading Initiative standards of human rights.We encourage all suppliers of Adagio Pl to Join the Sexed. We also Join a group of food and dr ink manufacturers who have strong belief on the fact that their supply chains should operate in the highest standards towards human rights. We are currently working with suppliers assessed as non-compliant and try to make them improve. Incase there is no improvement from our supplier; we retain the possibility of seeking alternative sources of supply. This year, we stopped our business with one of our supplier in Asia because he was not willing to report his performance.Benefits and Implications Consumers: They are given information about the product that they will be using directly from our supplier. Moreover they will know whether or not the supplier is compliant with current human right policies. Suppliers: Getting involved in Sexed will definitely capture the interest of other companies in the product they made. Shareholders: By avoiding human rights controversies, the company will be protected against legislative and financial repercussion and as a result the company's profit w ill not be affected.Recommendation 2 Since we're been creating our 201 5 targets, we have been working hard to minimize our environmental impact. Targeting the obvious things can be straightforward. But to able to address our other impacts, we needed the knowledge and ideas of the people on the ground in our daily operations. We realized that the employee's involvement could be the missing link to achieve our environmental targets. We come up with the Greening as recommendation (Adagio Sustainability & Responsibility Report 2011). Greening is the codename for the strategy implemented to encourage employees to act in an environmental friendly way.The employees from different site will form teams known as the â€Å"GREEN TEAM†. Teams will compete to win Olympic- Tyler medals for completing environmental initiatives. These ranges from bronze medal projects to gold medal achievements. Winning sites will be chosen across the whole world and each winner will be awarded EYE,OHO to i nvest in the new environmental friendly project either on site or locally. Also depending on the success of the program, one idea is to launch a new platinum category to reward gold medal sites that will help another facility start a green team.Our business is about celebration and we try to bring that into everything we do. And also the reason why Greening will work is we tap our people's sense of community and also their nominative spirit. Benefits and Implications Employees: Capture the interests of 20,000 people working on all level of our business in 80 sites across 40 countries and also provide a platform for the employees to share their idea. Consumers: This will create an impact in the mind of our consumers. People are starting to care for their future generation.They want to deal with firms who are environmentally responsible. Greening will definitely create something positive for our company. Environment: The purpose of Greening is the impact it has on the environment whil st the main purpose of the whole program. The award winning project will be implemented throughout all sites in the world. We are expecting achievements like cutting amount of water used by 60% or reducing amount of carbon dioxide emission by 50% on our site. Greening will definitely be beneficial for the environment.Challenges The implementation of the proposed recommendations will be a challenging task. The problem with the first recommendation is that withdrawing from a non- compliant supplier will only displace the problem rather than solving it. Our action could affect the supplier's employees and owners. For small community, the loss in business of the supplier could have big economic implications. Our objective is to balance those risks and help the supplier to improve instead. The challenge faced due to the second recommendation is not all employees will be willing to take part in the program.Creating awareness among the employees is also of great concern for A success story We at Adagio Pl have responsibility towards our stakeholders and the environment. We continue to show our support to the principles of the UN Global Compact. We believe that the proposed recommendation could be used as a guideline by our local network and other corporation to fulfill their social contract towards their stakeholders. By creating innovative and smart CARS approaches, our business and our society will benefit hence continuing our success story.

Fish Anatomy

FISHERIES BIOLOGY AND MANAGEMENT External Fish Anatomy The following illustration of a largemouth bass shows some of the common external features that are used to describe the differences among fish species. Fish are animals that are cold-blooded, have fins and a backbone. Most fish have scales and breathe with gills. There are about 22,000 species of fish that began evolving around 480 million years ago. The largemouth billustrated abovethe typical torplike (fusiform) shape associated with many fishes used by the fish to maintain its position, move, steer and stop.They are either single fins alonthe centerline of the fish, such as the dorsal (back) fins, caudal (tail) fin and anal fin, or paired fins, which include the pectoral (chest) and pelvic (hip) fins. Fishes such as catfish have another fleshy lobe behind the dorsal fin, called an adipose (fat) fin that is not illustrated here. The dorsal and anal fins primarily help fish to not roll over onto their sides. The caudal fin is t he main fin for propulsion to move the fish forward. The paired fins assist with steering, stoppingand hovering.Scales in most bony fishes (most freshwater fishes other than gar that have ganoid scales, and catfish which have no scales) are either ctenoid or cycloid. Ctenoid scales have jagged edges and cycloid have smooth rounded edges. Ctenii are tiny, comblike projections on the exposed (posterior) edge of ctenoid scales. Bass and most other fish with spines have ctenoid scales composed of connective tissue covered with calcium. Most fishes also have a very important mucus layer covering the body that helps prevent infection.Anglers should be careful not to rub this â€Å"slime† off when handling a fish that is to be released. Maryland Envirothon 1 In many freshwater fishes the fins are supported by spines that are rigid and may be quite sharp thus playing a defensive role. Catfish have notably hard sharp fins that anglers should be wary of. The soft dorsal and caudal fins are composed of rays, as are portions of other fins. Rays are less rigid and frequently branched. The gills are the breathing apparatus of fish and are highly vascularized giving them their bright red cover.An operculum (gill cover) that is a flexible bony plate protects the sensitive gills. Water is â€Å"inhaled† through the mouth, passes over the gills and â€Å"exhaled† from beneath the operculum. Fish see through their eyes and can detect color. The eyes are rounder in fish than mammals because of the refractive index of water and focus is achieved by mthe lens in and out, not distorting it as in mammals. water and can be quite sensitive. Eels and catfish have particularly well developed senses of smell. larger it is the bigger the prey it can consume.Fish hava sense of taste and may sample items to taste them before swallowing if they are not obvious prey items. Some are primmostly other fish). The imported grass carp is one of the few large fishes that are prim arily herbivorous (eating plants). Fish may or may not have teeth depending on the species. Fishchain pickerel and gar have obvious canine-shaped teeth. Other fish have less obvious teeth, such as the cardiform teeth in catfish which feel like a roughened area at the front of the mouthor vomerine teeth that are tiny patches of teeth, for example, in the roof of a striped bass' mouth.Grass carp and other minnows have pharyngeal teeth modified from their gill arches for grinding that are located in the throat. that are open to the water through a series of pores (creating a line along the side of the fish). The lateral line primarily senses water currents and pressure, and movement in the water. immediately in front of the anal fin. are used to describe the differences between fish that are described in more detail below. Maryland Envirothon 2 front of thhollow and house and protect the delicate spinal cord. SPINAL CORD: Cbrain, as well as in BRAIN: Thbehaviors processed here.LATERAL LINEOsense organs; detectunderwater vibrations and is capable of determinthe direction of their source. (See Issue 8 of The City Fisher for minformation. ) SWIM (or AIRBLA hollow, gas-fillbalance organ a fish to conserve energyby maintaining neutral buoyancy (suspending) in water. Fish caught fromvery deep water sometimes need to have air releasreleased and return to deep water, dusurface. Species of fish that do not possess a swim bladder sink to the bottom if they stop swimming. GILLS: Aif the fishKIDNEY: ed from their swim bladder before they can be idney is alsbody, allowing certain fish species to exist in freshwater or saltwater, and in some cases (such assnook or tarpon) both. Maryland Envirothon 3 STOMACH AND INTESTINES: Break down (digest) fo Fish such as tilapia that are herbivomatter is usually tough and fibrous and more difficult to break down into usable components. A great deal about fish feeding habits can be determined by examining stomach contents. PYLORIC CAECA: Th is organ with fingerlike projections is located near the junction of the stomach and theindigestion, may functio VENT: The site of waste elimination from the fish’s body.LIVER: This important organ has a number of functions. It abrimportantas playing a role in nitrogen (waste) excretion. HEART: Circulates blood throughout the body. Oxygen avakidneys an GONADS (REPRODUCTIVE ORGANS): In adult female bass, the bright oranbufertilizing the eggs, are much smaller and wh(or roe) of certain fish are considered a delicacy, as in the case of caviar from sturgeon. MUSCLES: Provide movement and locomotion. This is the part of the fish that is usually eaten, and Measuring a Fish of the fish with the mouth closed and the tail fin aying along a tape measure, then pinch the tail fin closed and determine the total length, do NOT pull a flexible tape measure along the curve of the fish. Conversely, most marine (saltwater regulations) refer to the â€Å"fork length†, and scientists ofte nuse â€Å"standard length† which is to the end of the fleshy part of t Maryland Envirothon 4 aby minor damage to the tanor does it give too much creditto a fish for the relatively light weight tail when calculatingfish's condition. â€Å"Girth† is best measured with a fabric ruler, such as tailors use.It can also be determined by drawing a string around the fish at its widest point marking wherethe string overlaps and then mthe overlapping points on a conventional ruler. Knowing thegirth is important when tryingcertify a fish for a record, and provides useful information Using total length and girth you can get a rough estimate of a fish's weight using various formulas. Length-Weight Formulas to Estimate Fish Weights biologists use. The equation is: Log (weight in grams)= -4. 83 + 1. 923 x Log (total length in millimeters) + 1. 57 x Log (girthmillimeters). A 22†³ long bass w A quick, though very rough, estimate of torpedo shaped fish like young bass can be obtain ed by using: Total Length (in inches)-squared, times girth (in inches) divided by 1200. A 22†³ long Another common option used for estimating bass weights is: Girth (in inches)-squared, times length (in inches) divided by 800. A 22†³ long bass with a girth of 15 How Fish Swim alternately on each side first toward one side and then toward the other, results in a series of waves traveling down the fish's body.The rear part of each wave thrusts against the water and propels the fish forward. Maryland Envirothon 5 This type of movement is quite clearly seen in the freshwater eel. Because movement of the head back and forth exerts drag, which consumes additional energy and slows travel, a great many fishes have modified this snakelike motion by keeping the waves very small along most of thelength of the body, in some cases showing no obvious movement at all, and then increasing them sharply in the tail region.It is the end of the traveling waves that moves the tail forcefully b ackand forth, providing the main propulsion for forward motion. A simpler form of tail propulsion seen in such inflexible-bodied fishes as the trunkfish, which simply alternates contractions of all the muscle blocks on one side of the body with those on the other side, causing the tail to move from side to side like a sculling paddle. Some of the predatory bony fishes are the fastest swimmers; they can cruise at speeds that are between three and six times their body lele0. 8 km/hr (0. mph), swim very slowly; others, such as the salmon, which may reach a sustainespeed of 13 km/hr (8 mph), move much faster; and it has been estimated that tuna may reach speeds of 80 km/hr (50 mph), and swordfish, 97 km/hr (60 mph). Introduction to Aging Fish: What Are Otoliths? directly behind the brain of bony fishes. There are three types of o 1. Sagitta—the largest of the 3 pairs of otoliths; involved in the detection of sound and process of hear 3. Lapillus—involved in the detection o f gravitational force and sound (Popper and Lu 2000) re are many different shapes and sizes of otoliths differenOtoliths are important to scientific age and growth studies. This figure shows the growth rings of a sagittal otolith section viewed under reflective light. The darker area or â€Å"translucent zone† represents a period of fast growth. The whiter area or â€Å"opaquezone† represents a period of slower growth. The age of the fish is estimated by counting the annuli, or opaque bands, of the thin sections, as one would count rings on a tree to determine its age. Maryland Envirothon 6 Before age data can be used, the method of estimating age by counting annuli must be validated for each species to which it is applied.There are several ways to validate age, or prove that â€Å"one annulus is equal to one year. † Most obvious might be to simply rear fish from spawn, sacrifice the fish after a few years, and compare the number of rings to the known age of tho se fish. This process can be time consuming and expensive. It also creates the possibility of abnormal growth patterns caused by laboratory settings (Campana, 2001). Although this method may not be practical for validating annular ring formation, a similar method is effective in validating daily ring formation (Campana and Neilson, 1985).To avoid the effects of long-term laboratory exposure, tag and release of wild fish can be useful in validating annulus deposition. This figure shows the fluorescent tag of a common snook otolith. A captured common snook was injected with oxytetracycline (OTC), a chemical that is incorporated into calcium-rich structures including otoliths. The fish was then tagged and released. Seven years later, the fish was recaptured, sacrificed, and processed for aging. The OTC, which binds to the calcium in the otolith, appears as a glowing band when the otolith is viewed using fluorescence microscopy.The number of annuli between capture and recapture is also seven. Information like this is key to linking a single annulus to one year of growth, but such information relies heavily on time and chance. The age data gathered from otolith examinations allow scientists to model growth rates, maximum age, age at maturity, and the trend of future generations. Literature Referenced Florida Fish and Wildlife Conservation Commission. http://www. floridamarine. org/features/view_article. asp? id=21978 and http://myfwc. com/Fishing/Fishes/anatomy. html. Fish and Wildlife Research Fish Anatomy FISHERIES BIOLOGY AND MANAGEMENT External Fish Anatomy The following illustration of a largemouth bass shows some of the common external features that are used to describe the differences among fish species. Fish are animals that are cold-blooded, have fins and a backbone. Most fish have scales and breathe with gills. There are about 22,000 species of fish that began evolving around 480 million years ago. The largemouth billustrated abovethe typical torplike (fusiform) shape associated with many fishes used by the fish to maintain its position, move, steer and stop.They are either single fins alonthe centerline of the fish, such as the dorsal (back) fins, caudal (tail) fin and anal fin, or paired fins, which include the pectoral (chest) and pelvic (hip) fins. Fishes such as catfish have another fleshy lobe behind the dorsal fin, called an adipose (fat) fin that is not illustrated here. The dorsal and anal fins primarily help fish to not roll over onto their sides. The caudal fin is t he main fin for propulsion to move the fish forward. The paired fins assist with steering, stoppingand hovering.Scales in most bony fishes (most freshwater fishes other than gar that have ganoid scales, and catfish which have no scales) are either ctenoid or cycloid. Ctenoid scales have jagged edges and cycloid have smooth rounded edges. Ctenii are tiny, comblike projections on the exposed (posterior) edge of ctenoid scales. Bass and most other fish with spines have ctenoid scales composed of connective tissue covered with calcium. Most fishes also have a very important mucus layer covering the body that helps prevent infection.Anglers should be careful not to rub this â€Å"slime† off when handling a fish that is to be released. Maryland Envirothon 1 In many freshwater fishes the fins are supported by spines that are rigid and may be quite sharp thus playing a defensive role. Catfish have notably hard sharp fins that anglers should be wary of. The soft dorsal and caudal fins are composed of rays, as are portions of other fins. Rays are less rigid and frequently branched. The gills are the breathing apparatus of fish and are highly vascularized giving them their bright red cover.An operculum (gill cover) that is a flexible bony plate protects the sensitive gills. Water is â€Å"inhaled† through the mouth, passes over the gills and â€Å"exhaled† from beneath the operculum. Fish see through their eyes and can detect color. The eyes are rounder in fish than mammals because of the refractive index of water and focus is achieved by mthe lens in and out, not distorting it as in mammals. water and can be quite sensitive. Eels and catfish have particularly well developed senses of smell. larger it is the bigger the prey it can consume.Fish hava sense of taste and may sample items to taste them before swallowing if they are not obvious prey items. Some are primmostly other fish). The imported grass carp is one of the few large fishes that are prim arily herbivorous (eating plants). Fish may or may not have teeth depending on the species. Fishchain pickerel and gar have obvious canine-shaped teeth. Other fish have less obvious teeth, such as the cardiform teeth in catfish which feel like a roughened area at the front of the mouthor vomerine teeth that are tiny patches of teeth, for example, in the roof of a striped bass' mouth.Grass carp and other minnows have pharyngeal teeth modified from their gill arches for grinding that are located in the throat. that are open to the water through a series of pores (creating a line along the side of the fish). The lateral line primarily senses water currents and pressure, and movement in the water. immediately in front of the anal fin. are used to describe the differences between fish that are described in more detail below. Maryland Envirothon 2 front of thhollow and house and protect the delicate spinal cord. SPINAL CORD: Cbrain, as well as in BRAIN: Thbehaviors processed here.LATERAL LINEOsense organs; detectunderwater vibrations and is capable of determinthe direction of their source. (See Issue 8 of The City Fisher for minformation. ) SWIM (or AIRBLA hollow, gas-fillbalance organ a fish to conserve energyby maintaining neutral buoyancy (suspending) in water. Fish caught fromvery deep water sometimes need to have air releasreleased and return to deep water, dusurface. Species of fish that do not possess a swim bladder sink to the bottom if they stop swimming. GILLS: Aif the fishKIDNEY: ed from their swim bladder before they can be idney is alsbody, allowing certain fish species to exist in freshwater or saltwater, and in some cases (such assnook or tarpon) both. Maryland Envirothon 3 STOMACH AND INTESTINES: Break down (digest) fo Fish such as tilapia that are herbivomatter is usually tough and fibrous and more difficult to break down into usable components. A great deal about fish feeding habits can be determined by examining stomach contents. PYLORIC CAECA: Th is organ with fingerlike projections is located near the junction of the stomach and theindigestion, may functio VENT: The site of waste elimination from the fish’s body.LIVER: This important organ has a number of functions. It abrimportantas playing a role in nitrogen (waste) excretion. HEART: Circulates blood throughout the body. Oxygen avakidneys an GONADS (REPRODUCTIVE ORGANS): In adult female bass, the bright oranbufertilizing the eggs, are much smaller and wh(or roe) of certain fish are considered a delicacy, as in the case of caviar from sturgeon. MUSCLES: Provide movement and locomotion. This is the part of the fish that is usually eaten, and Measuring a Fish of the fish with the mouth closed and the tail fin aying along a tape measure, then pinch the tail fin closed and determine the total length, do NOT pull a flexible tape measure along the curve of the fish. Conversely, most marine (saltwater regulations) refer to the â€Å"fork length†, and scientists ofte nuse â€Å"standard length† which is to the end of the fleshy part of t Maryland Envirothon 4 aby minor damage to the tanor does it give too much creditto a fish for the relatively light weight tail when calculatingfish's condition. â€Å"Girth† is best measured with a fabric ruler, such as tailors use.It can also be determined by drawing a string around the fish at its widest point marking wherethe string overlaps and then mthe overlapping points on a conventional ruler. Knowing thegirth is important when tryingcertify a fish for a record, and provides useful information Using total length and girth you can get a rough estimate of a fish's weight using various formulas. Length-Weight Formulas to Estimate Fish Weights biologists use. The equation is: Log (weight in grams)= -4. 83 + 1. 923 x Log (total length in millimeters) + 1. 57 x Log (girthmillimeters). A 22†³ long bass w A quick, though very rough, estimate of torpedo shaped fish like young bass can be obtain ed by using: Total Length (in inches)-squared, times girth (in inches) divided by 1200. A 22†³ long Another common option used for estimating bass weights is: Girth (in inches)-squared, times length (in inches) divided by 800. A 22†³ long bass with a girth of 15 How Fish Swim alternately on each side first toward one side and then toward the other, results in a series of waves traveling down the fish's body.The rear part of each wave thrusts against the water and propels the fish forward. Maryland Envirothon 5 This type of movement is quite clearly seen in the freshwater eel. Because movement of the head back and forth exerts drag, which consumes additional energy and slows travel, a great many fishes have modified this snakelike motion by keeping the waves very small along most of thelength of the body, in some cases showing no obvious movement at all, and then increasing them sharply in the tail region.It is the end of the traveling waves that moves the tail forcefully b ackand forth, providing the main propulsion for forward motion. A simpler form of tail propulsion seen in such inflexible-bodied fishes as the trunkfish, which simply alternates contractions of all the muscle blocks on one side of the body with those on the other side, causing the tail to move from side to side like a sculling paddle. Some of the predatory bony fishes are the fastest swimmers; they can cruise at speeds that are between three and six times their body lele0. 8 km/hr (0. mph), swim very slowly; others, such as the salmon, which may reach a sustainespeed of 13 km/hr (8 mph), move much faster; and it has been estimated that tuna may reach speeds of 80 km/hr (50 mph), and swordfish, 97 km/hr (60 mph). Introduction to Aging Fish: What Are Otoliths? directly behind the brain of bony fishes. There are three types of o 1. Sagitta—the largest of the 3 pairs of otoliths; involved in the detection of sound and process of hear 3. Lapillus—involved in the detection o f gravitational force and sound (Popper and Lu 2000) re are many different shapes and sizes of otoliths differenOtoliths are important to scientific age and growth studies. This figure shows the growth rings of a sagittal otolith section viewed under reflective light. The darker area or â€Å"translucent zone† represents a period of fast growth. The whiter area or â€Å"opaquezone† represents a period of slower growth. The age of the fish is estimated by counting the annuli, or opaque bands, of the thin sections, as one would count rings on a tree to determine its age. Maryland Envirothon 6 Before age data can be used, the method of estimating age by counting annuli must be validated for each species to which it is applied.There are several ways to validate age, or prove that â€Å"one annulus is equal to one year. † Most obvious might be to simply rear fish from spawn, sacrifice the fish after a few years, and compare the number of rings to the known age of tho se fish. This process can be time consuming and expensive. It also creates the possibility of abnormal growth patterns caused by laboratory settings (Campana, 2001). Although this method may not be practical for validating annular ring formation, a similar method is effective in validating daily ring formation (Campana and Neilson, 1985).To avoid the effects of long-term laboratory exposure, tag and release of wild fish can be useful in validating annulus deposition. This figure shows the fluorescent tag of a common snook otolith. A captured common snook was injected with oxytetracycline (OTC), a chemical that is incorporated into calcium-rich structures including otoliths. The fish was then tagged and released. Seven years later, the fish was recaptured, sacrificed, and processed for aging. The OTC, which binds to the calcium in the otolith, appears as a glowing band when the otolith is viewed using fluorescence microscopy.The number of annuli between capture and recapture is also seven. Information like this is key to linking a single annulus to one year of growth, but such information relies heavily on time and chance. The age data gathered from otolith examinations allow scientists to model growth rates, maximum age, age at maturity, and the trend of future generations. Literature Referenced Florida Fish and Wildlife Conservation Commission. http://www. floridamarine. org/features/view_article. asp? id=21978 and http://myfwc. com/Fishing/Fishes/anatomy. html. Fish and Wildlife Research

English - Formative Narrative Essay Example | Topics and Well Written Essays - 1000 words

English - Formative Narrative - Essay Example This supposedly made him look evil. I guess he enjoyed that role. He was so enthusiastic that he started involving the congregation. While this young man was doing this, the choir was singing. The group of youth who was the choir was also part of the play. Their role was supposed to explain what this devil’ does to people. They did this through their lyrics. This means that the devil’ in the play never uttered a word. He kept on running to all corners of the church, making gestures that which the choir explained by the background music. I kept on watching all this in awe and some fear. For some reason, I never bothered to ask my mother what was happening. I tried to figure out what was going on notwithstanding my extremely tender age. At the back, of my mind, it felt like this guy; the devil’ was a dirty and awful guy. As long as the drama continued, fear rose within me. I remember looking around the church, and shockingly, people looked as nothing much was happe ning. In my opinion, we had a monster in the church and people acted as though all was well. Those made me cling on my mother more firmly. This happened whenever the devil was making his move towards me. For some reason, he never came frightfully near. That was particularly pertinent to me. I happened to be sitting near the aisle that divided the congregation into two parts. The people normally sat on wooden forms, and they had to squeeze each other because the space was small. This is the reason why most people sweat in the course of the church service. I noted that other small children who were around me had moved to aisle to that they could get a better glimpse of the play. They too were intrigued by the theatrics the devil’ was doing. Although I was scared to death by this horrifying being, I resolved to join the other young children at the aisle. I thought, for some reason; I could start to become as entertained by the play in the same way those children seemed to be. I cautiously dropped from my mother’s hands onto the floor. I never told her what I wanted. I think she sensed that I wanted to stand on my feet as opposed to being carried in the church. I made an extraordinarily careful move towards the aisle. I was genuinely frightened; however I wanted to have a better view of the play. Something kept on telling me to watch what was happening. The only problem was whether the devil’ could end up coming towards me. With much caution and apprehension, I walked to the aisle and peeped at the pulpit from the edge of the aisle. Everyone’s eyes were fixed on the play. The devil’ was far enough. That gave me the impetus to keep on watching. All of a sudden the devil made a fast move towards a decently dressed man in the congregation. My heart skipped a beat. But then, the young man rose on his feet and started to resist him. I thought to myself what a strong man?’ After a period of struggle, the devil backed off and run . I would later learn that the young man was supposed to demonstrate how believers should resist the devil. The bible says that depart from the evil, resist the devil, and he shall free form you’. That is what happened. The devil’ would pick different members of the congregation at random and seemingly try to attack them. He did this with such zeal, that I had been convinced that it was truly happening. In the choir, the singers were keeping on rebuking him and pointing at him. My defining moment finally came. With an extremely high speed, the devil suddenly was

Pre - School Environment Essay Example | Topics and Well Written Essays - 2000 words

Pre - School Environment - Essay Example This essay stresses that staff should be trained in detecting and reporting Child Abuse. A senior staff member should be designated to ensure the protection of children. They should be able to guide them through the procedures of Child Abuse when the need arises. There should be a child protection policy which includes procedures to be followed in case a teacher or any other staff members are accused of either harming or abusing a child. Lessons covering PSHE – Personal, Social, Health and Education can be taught or spoken about. This paper makes a conclusion that a teacher who is enthusiastic to develop her own practice should equip her classroom with good amenities like display boards, notice boards, colorful charts and pictures and to make it stimulating and interesting she should change them from time to time. She could also make use of Sure Start – Supplementary Resources- It consists of various play activities for kids that could be utilized by child care professionals as well as parents which would help to kindle his curiosity and help the child to develop critical thinking and problem solving skills. Such tools used by the teacher helps to develop a child’s curiosity and imagination. The Pre – School is a sort of Haven for infants where they are nurtured, taught and groomed to face situations in their environment. They are given an all round development keeping in mind the uniqueness and individuality of each child. They are loved and cared for so well that they come to think of i t as a â€Å"home away from home†.

The challenges for business start-ups Essay Example | Topics and Well Written Essays - 2750 words

The challenges for business start-ups - Essay Example The innovation is all about inventing a new product, therefore generating an idea for a product is the main characteristic for an entrepreneur. The entrepreneur is a creator of wealth which results in development of economy (Talloo, 2007). The entrepreneur has to develop a definite approach to promote their business. Previously the meaning of innovation basically implied technological leadership, but at present it has become a common strategy for every business. Entrepreneurship is required to adopt an approach to ensure that flow of innovation is in right direction according to strategies of the business. There is a need to review an innovation in a business as competition in the marketplace is increasing. In this context, such an innovation is â€Å"The Cave† which is an innovative marketing technique of Procter & Gamble, which has protected the company for many years. â€Å"The Cave† is 3D rooms which make a projection of the visitors into an implicit world through w hich P&G are able to monitor the reaction, behaviour and experience of consumer in a store such as Boots, Asda and Tesco. â€Å"The Cave† restores each detail of a store; captures all interior of store, visitors walking in a store, selecting the product, turning the product to read the tag or manufactured date of a product. This technique helps the company to redesign their store display, product as well as packaging and layout. This is an innovation offered to customer in a different way (Vila & MacGregor, 2010). According to Sawhney, innovation is a formation of an essential value to customers and businesses by considerably changing one or other aspect or by creating completely a new business structure (Sawhney & Et. Al., 2006). The business has to concentrate on holistic business structure for an innovation. General approach of innovation such as product along with technology is inadequate supply for demand of competitive market (Vila & MacGregor, 2010). The business start s with a commitment from an entrepreneur to become successful. The appropriate planning of a business is required for businessmen before starting its business; it can be part time or full time business. The planning regarding time, resource, product as well as service and marketing are essential for a business. The graph for a financial and personal estimation has to be created for identification of proper financial aspects for a business (Aspatore & Vault (Firm), 2002). The information and forecast is the key factor for a business. The following are a few steps followed to start a business: 1. Identification of a business: The selection of the business line is a difficult job for an entrepreneur. One may choose manufacturing or restaurant or service industry but there is no doubt that an innovative idea is required to start a business. The in-dept study of an industry has to be done to understand or gain sufficient knowledge of a particular business line. The market survey is a pro cess to be more focused on the business and hence helps to obtain data related to a specific business. 2. Identification of basic business management: The fundamental aspects such as financial management, book-keeping, accounting, human

Images by Mann, especially her family picture series, and carrell Essay

Images by Mann, especially her family picture series, and carrell - Essay Example He received many awards for his academic achievements in mathematics. He began photography in the year 1856. Photography grew to be his source of inspiration because of the still-life, statues, landscape and trees that his photographs were consisted of. Sally Mann was an American photographer who was born on 1st May 1951 in Virginia, Lexington City. She was married to Larry Mann and they had three children; Virginia, Jessie and Emmet. She did her Bachelor’s degree at Hollins College. And she did her masters in writing at the same college. She began photographing in the 1970s. She mainly took photographs of landscapes across North America. Her works on Man’s children made her popular and also brought a lot of critics on her works (Sally, and Price 2012). In Mann’s picture she exhibited children in naked postures. She exploited their innocence, and at the same time she also depicted and brought out message of solitude, vulnerabilities, and structured behaviour in the childhood. She mainly used black and white photographs. All her works were still photos of her children. Her works allowed the audience to share and appreciate the beauty of the body and the sexuality of the body in the purist mode and form of nature. Carroll photographs were similar to Mann’s as they both mainly involved landscapes still-life and trees (Sally, and Price 2012). He took photos of young girls to bring out different story lines and themes. Carroll mainly used colour in his photographs but other pieces were done in black and white in order to bring out the elegant effect. He also took photos of old men. Socially their pictures were distasteful to the audience as they seemed exploitative to the young girl children. Despite this the photographs e xhibited childhood tendencies that were on the basis of sexual habitation, innocence and adolescence development of feeling, touching and attachment of opposite sex. Their stylistic approaches were

Argument 3 History of 1650 - 1850 Essay Example | Topics and Well Written Essays - 1500 words

Argument 3 History of 1650 - 1850 - Essay Example As history has it, she went through a period of struggles and hardships before she became a sovereign state which could conduct its business at its own bidding. This paper spans the history of America between 1650 and 1850. This period was marked by United States of America’s worst and best of times. The American Indians, sometimes referred to as the Red Indians, were the indigenous inhabitants of the present United States of America. The term Red Indians comes from their culture of painting their faces red when they were going for war. The Indians were a peaceful people, who cherished their family ties. They were also very prayerful and creative. Their life was led in solitude, like they belonged in their own world. Nature was foremost in their priority since they revered it and saw it as a gift from their gods. In the period between 1539 and 1542, the Spaniards attacked the Indians. There were about 600 Spaniards led by Hernando de Soto. They went about the south eastern par t of what is known today as the United States of America, killing, raping and making slaves of the Indians. There were a lot of retaliatory attacks from the Indians who were always suspicious of the Spaniards’ visits. ... Twenty two of their men died and scores others sustained arrow wounds which were fatal. Not spared in the conflict were their horses which either died or were injured such that they were no longer useful in combat. Some Indians even resorted to hanging themselves instead of falling into the hands of the Spaniards. The coming of the Europeans brought with it a lot of upheavals in the calm Indians’ way of life. The discovery of America opened the Pandora’s Box which led to the invasion of America. This invasion paved way for the forced relocation of the America Indians. The American Indians were a people who were so passionate about their culture and way of life. Therefore, they did not take the European’s actions kindly. Wars were fought and blood was shed in a bid to defend their heritage. Most of them died in these battles as they were attacked with all manner of weapons, even biological. Small pox, measles and other virus were released among them and this incre ased their death them toll. A number of them eventually sided with the Europeans but others chose to relocate to the West of the country. This was especially driven by Andrew Jackson’s Removal Act of 1830. The American Indians eventually gained the respect and recognition that had for along time been denied to them. Museums have since been constructed to preserve their history and as tribute to a great people who first rebelled against foreign occupation. The American Indian struggle is just the first of many more struggles for freedom that were to follow throughout the American history. America’s walk to freedom was never an easy one right from these old times. The Indians were dominated upon, they were made to suffer before the final freedom was achieved.

Angels Essay Example | Topics and Well Written Essays - 500 words

Angels - Essay Example Indeed the angels have been major guiding forces through the ages and they have remained an intrinsic part of my life from the childhood. I do agree with the author that angels do exist and influence our decision in issues and events in our daily life. While they may not come as fairies and bright lights or even people with halos, the voice of our conscience at critical hour, could be construed as the voice of the angels who want us to take the right path and correct decision. The subtle ways in which people are forewarned of dire consequences greatly reinforce the presence of some super power in our life and calling them by angels would not be incorrect, especially when our religious mythology has called them as messengers of God. My belief in the angels has not mellowed with growing up because I still believe that angels have come to me whenever I have been in difficult situations, in the form of friends, relative or even stranger who have come forward and guided me to safety and right path. In my acquaintance, I don’t have people who have unbiblical ideas about angels though, some of them may not believe in the existence of guardian angels. I do believe that angels are someone who want us to fight against the evil forces that might come in different forms, shapes and means. That is the reason that the new age angels have taken the form of Harry Potter, Sabrina, the witch etc. The media is abound with the tales of heroes that have fought the death traps and conquered the destructive forces that have come to harm the people and threatened the existence of this world. The children are greatly attracted to such serials and show because somewhere deep within them, they believe that good people will overpower the evil forces. These shows are successful primarily because they confirm the beliefs of the children. The scriptures of various religions have one common belief and that is that there is some super power which takes care

Leadership and Management of Strategic Change Assignment

Leadership and Management of Strategic Change - Assignment Example The paper tells that at the three main levels, strategic leadership is tasked with providing the scope and direction that is needed to assist in the pursuit of success in the organization. A key component of this success is derived from the effective management of continuous change through improving both people and procedures. Therefore, all the executives, as well as the managers, should possess the necessary instruments needed for strategic creation and execution while being ready to use the same instruments rapidly. Managing in an environment that is characterized by change and uncertainty needs leaders who are strategic con steadily maintain a sense of direction while at the same time developing ownership objectives as well as goals within the groups they are supposed to lead. The blend between an analytical perception that is used to develop processes for a winning strategy and a human element that enables the managers to create effectively, inspired and accomplished teams is im portant to the success of strategic leadership. More often than not, strategic leadership fails since the right equilibrium between the two perspectives is not achieved. In the event that there is a high concentration on the execution as well as the outcome while disregarding the human dimension, the leader will be perceived as a taskmaster and the individuals who are demoralized will not have the motivation to perform. If the leaders pay more attention to the human dimension and forget about the process and the work ethic, then the situation at work will be similar to one at a country club which is a good place to work with very little distinction about what people are supposed to do. Therefore, successful strategic leadership should be carefully balanced between analytics and the process development as well as the human dimension.

TWO page summary and critique Article Example | Topics and Well Written Essays - 500 words

TWO page summary and critique - Article Example pproach, consisting of beginnings in which the contract is negotiated between the counselor and client, middles in which the counselor explores the story of the client, and endings in which the discussion is concluded. Finally, the counselor works out ways based on the information he/she has received to help the client. In the beginnings stage, it is important that the counselor lends a sense of empowerment to the client so that the client feels confidant and his/her tendency to narrate life episodes is optimized. In the middles stage, the counselor’s focus should be to develop a rapport with the client so that the client reveals about his/her life more. In the ending stage, the counselor should clarify any doubts with respect to understanding or recording of information with the client. Savickas’s approach creates multiple approaches for assisting people with career transitions. I find Savickas’s systematic approach to counseling quite appealing because it provides a concise yet holistic understanding of the process of counseling. It makes it easier to memorize the process and the activities it entails by categorizing it into three stages (National Guidance Research Forum, 2012). The focus of the article is the key points a counselor must pay attention toward in each stage so that the counseling session is the most productive and the client is able to benefit from the counselor’s approach. It is correct that peoples career choices are determined, to a large extent by their life experiences and social connections. Media is a very powerful projector of the norms and values, trends and traditions of a culture. In my professional career counseling, I will Savickas’s systematic approach by trying to develop a comfort level and rapport with my client. I will give the client a gift in our first meeting suited to the client’s age and gender so that the client feels good about me. I shall also provide the client with a list of questions and ask him/her if

Gun Control Essay Example for Free

Gun Control Essay Guns kill many innocent people every year. Some states require permits for guns and some states do not. There are many laws put in to effect to control guns. The main two laws that will be covered in this essay are just and unjust laws when it comes to gun control. (A just law is a man-made code squares with the moral law.) (An unjust law is that is out of harmony with the moral law) meaning that the† unjust law is not a law at all. † People have always been interested in using weapons for various reasons. The Constitution legally established the right for any law abiding citizen to keep and bear arms, yet proponents of gun control wish to steadily erode this law through regulation and legislation. Some people collect gun as collectors while some use them for protection and others use them for hunting. The term gun control is just that, a steady relentless effort to seize control by chipping away at the edges of the law until is gone entirely. While some people oppose the idea, others claim that the government should introduce tighter gun controls. The first argument of the opponents of strict gun control laws is that most people own guns to protect themselves. They claim that guns are necessary for self-defense because the police are unable to stop violent crime. Opponents further maintain that citizens keep guns to feel safe and defend themselves and their families whenever the need arises. Therefore, gun control laws disarm only the innocent people who obey the laws. Gun laws can protect people while the  same law can get someone injured, due to self-defense. No law should ever be broken because they are here to protect the people, so they say. If everyone abided by this gun law there will be no one in jail for shooting someone. There has to be something out there to help everyone understand the significance of the gun law, but there are always the opposers that make everything hard to understand. How can someone protect their family if they  cannot have guns, but the enemy â€Å"law breaker† will get their hands on one and cause harm to someone or even to their self. By not being able to protect their family makes it hard for someone to abide by these gun control laws. Every man should be able to protect their home with a gun as long the guns is kept in a safe place with child proof locks on them. Another argument put forward by people who are against gun-control is that many people keep the guns for sport and recreation. According to the opponents, these gun-owners are responsible citizens who do not intend to harm anyone. They further say that shooting and hunting are sports which many people enjoy, and gun control take firearms from hobbyist and hunters. Hunters are just trying to provide food for their families as a result of the gun law their family might starve. No one ever think about things like that they only think about how someone can be injured or killed when it comes to guns. Shooting sports can be relaxing but the gun law makes them stressful. Guns can really be dangerous when it is put in the hand of the wrong person in wrong in the wrong mind frame; therefor gun laws affect everyone that deals with some sort of guns. Most people think that gun control is absurd due to the fact that everyone doesn’t think the same way. Most sportsmen is against gun control because before the law came about they was able to live free and not worry about the violence these guns was causing. Hunters can’t hang their guns in the back window of their pick-up truck no more due to the  control laws. There should be a background check done for everyone before buying a gun so everyone don’t have to suffer for someone else mistakes. Some hunters think that gun control laws are too stiff. Guns have been around for a long time and really had no restrictions on them now hunters and sportsmen have to pay close attention to these laws so they won’t go to jail. Hunters think the gun law is unjust, while everyone else thinks it is just. (An unjust law is no law at all) makes it hard to distinguish between a just law. Recreational use for gun can be harmful to if someone is using that gun for the first time. Going to the gun range can be a stress reliever for some people and target practice for others. Needless to say but everyone no matter of age or experience should know the gun law if they going to be using a gun. Although some people oppose gun control law, others support  the idea because it may reduce the crime and accidental shootings. The reason of gun control law claims that not owning a gun can decrease the homicide that is happing. They assert that most murder victims are killed by firearms. It is also maintained that in robberies and assaults, victims are more likely to die when the criminal is armed with a gun than when he has another weapon. Most rappers rap about killing so if the kids start listening to this music they will start trying to be like the rappers, because young listeners indulge into rap music. A gun can be purchased in my different places and that’s how kids end up with them. Another reason why people oppose the gun law is because if everyone was able to carry a gun most of these killing by guns would not be happing. People must protect their self at all time because these gun laws can be for or against anyone. Most homicides with guns involved lead to people going to jail because they think they are bigger than the law, people must learn that laws are here to protect citizens. Martin Luther King Jr was killed by a gun and he was a non-violent person. People should be more like Dr. King and use the (non-violent) approach to solve any problem. An unarmed person is prone to a homicide due to the fact they can’t protect them self against an armed individual with a gun. The gun law should help people instead of hurting them. Many crimes can be stopped if the people stop be selfish. Murders happen every day and everywhere but it’s up to the people to stop them or at least decrease the rate of them happening. Guns should only be used by the military at war time but not to kill just to scare. Many people know the law some just think that it is put into effect or pertain to the ones that committing these homicides. The effects of gun control also assert the stricter laws can prevent accidental shooting especially among children. Children have a tendency to play with their parent’s gun because they think it is a toy. Parents should always keep their firearms in a safe with a child proof lock in the trigger well of their gun. If all parents that own guns lock the guns up and keep it away from their kids there would be less school shootings. A lot of youngster can be easily influenced by violent video games and TV shows that promote violence, therefore the gun laws should be tighter. Most youths today rather are out in the streets with the  wrong crowd than at home learning how to prevent homicides or accidental death due to gun control. Kids don’t know right from wrong unless their parents teach them. A lot of kids lost their lives because the parents didn’t know how to secure their guns correctly. The gun law is people should know if they want to own a firearm. In order to reach out and get the attention of the youth there has to be more parents getting involved in their kids’ lives and teach them about these gun laws if they got gun in their homes. To sum up, the opponents of gun control believe that tighter laws restrict only people who use firearms for self-protection or recreation whereas those who are in favor of gun control  claim that guns cause more harms than benefits. However, it is obvious that gun ownership is very risky, so it is necessary for the governments to introduce stricter gun laws and educate people about the firearms. With stronger gun control laws, the crime and murder rates will most likely decrease all over the world. Gun don’t kill people it the people who is not gun law educated that kills people. The gun control law was put into effect to help the citizens not to kill off the population, but many people is still getting hurt or kill by someone pulling the trigger on a gun. Works Cited Cohen, Samuel, â€Å"Letter from Birmingham Jail† 50 Essays: A Portable Anthology. 3rd Edition Blackmore, Howard L. â€Å"Guns and Rifles of the World† Firearm Pictorial Works: 1965 Marsh, Pamela C. â€Å"Madison Firearm Dealer Sentenced† Tallahassee, Florida 30 April 2014. (newspaper) â€Å"Guns Guns† April 2013. (magazine)

Democratic Peace Theory and Georgia

Democratic Peace Theory and Georgia Georgias decision to launch an offensive attack against Russian personnel occupying the contested regions of South Ossetia and Abkhazia seems to contradict the theoretical underpinnings of the Democratic Peace Theory. However, further analysis of Georgias and Russias regimes reveals some of the criticisms of the theory itself and their impact on the Intelligence Communitys (IC) ability to provide warning in the region. The Democratic Peace Theory states that democratic states do not go to war with each other, or at least, are much less likely to. The basis of this theory is two-fold: first, that democracies are like-minded in fiscal and political polices and that democratic political culture makes going to war less likely, and second, that political constraints on leaders of democratic states discourage the use of force as a foreign policy option.[1] In his book, Democracy and International Conflict: An Evaluation of the Democratic Peace Proposition, James Lee Ray further describes the cultural and structural explanations of democratic peace: Disputes between states do not escalate to war because the leaders expect, on a basis of common culture, to be able to work out their differences, and that greater decisional constraints [i.e., political structure] on a leader produce a lower probability that a dispute involving the state will escalate to war.[2] Additionally, studies have argued that when dem ocratic leaders do choose to escalate international crises, their threats are taken as highly credible, since there must be a relatively large public opinion for these actions.[3] In August 2008, Georgia and Russia, both democratic countries, went to war over two disputed regions within the borders of Georgia, South Ossetia and Abkhazia, that had long been sources of conflict. South Ossetia and Abkhazia also have established, democratic governments, although Georgia does not recognize the government of South Ossetia as legitimate. Prior to the break-up of the Soviet Union, all had coexisted relatively peacefully under Soviet control. Conflict over the desire for independence by the territories and nationalism by Georgia had erupted after the break-up and had been simmering since then, with Russia quietly supporting the regimes in South Ossetia and Abkhazia in a covert attempt to assimilate first the population, then the territory into the Russian Federation.[4] The conflict impacts stability in the region, which has implications for the safety and control of major oil pipelines, roads and railways between Russia and Armenia and between Georgia and Russia through South Ossetia. Support to Georgia, as an emerging democracy in the region and a member of the coalition in Afghanistan, puts the U.S. at odds with Russia, which is counterproductive to stability in the region and even globally. Given the cultural and structural explanations of the Democratic Peace Theory, the conflict between two democratic states can be explained through criticisms of the theory. First, one of Dean Babsts four indicators of a democracy is the country must have been independent.[5] Georgia was part of the Soviet Union until gaining independence in 1991, and the status of South Ossetia and Abkhazia is not agreed upon by the international community. Georgia, despite its independence, is still in the process of establishing state sovereignty within an ethnically divided nation. Next, the vulnerability of democracy is a criticism of the theory.[6] President Mikheil Saakashvilis election in 2008 was hotly contested, and it threatens to unhinge the real progress Georgia has made towards institutional, democratic and economic reform from 2004.[7] Additionally, the leader of the Georgian Orthodox Church has proposed a constitutional Monarchy to guarantee stability.[8] Therefore, Georgias infant dem ocracy, after it spent years under a communist regime, is far from security. Finally, Spencer Weart stated wars have never occurred between well-established democracies.[9] However, he does not delineate what constitutes a well-established democracy. Georgia has operated as a democracy for almost two decades and fulfills Babsts other three indicators of a democracy.[10] While Russia is fundamentally structured as a representative democracy, Freedom House lists Russia as not free based on the Kremlins stage-managed parliamentary election campaign, Putins move to Prime Minister after two terms as president, and an alarming increase in state power over civil society.[11],[12] The point at which Georgia and Russia can be considered democracies that will not go to war with each other is vague. Therefore, the United States and the IC cannot apply the Democratic Peace Theory to the conflict in Georgia. In order for the IC to assess the threats to U.S. interests in Georgia, analysts must predict Georgias willingness to resort to armed conflict with Russia over the disputed regions. Georgia has troops in Afghanistan as part of the International Security Assistance Force (ISAF), and they are politicking heavily to become part of the European Union (EU) and the North Atlantic Treaty Organization (NATO).[13] In this sense, they are striving to become part of the international democratic community. If Georgia is part of the EU and NATO, then any action they take against Russia would require support on the part of other member nations. The United States assisted Georgia in their efforts against Russia, specifically through airlift. However, U.S. combat and combat support forces did not deploy to the region due to undesirable outcomes from United States combating Russian forces. While Georgia continues to present itself as a U.S. ally, the IC needs to provide warning to U.S. policy makers of any impending conflict in the Russian occupied regions. President Obama needs to use other national instruments of power to resolve the dispute or stabilize relations between Georgia and Russia in order to avoid going to war with Russia over a civil conflict within a sovereign state. The Democratic Peace Theory seems to be well supported when applied to states which have both the cultural and structural aspects of democracy. However, it falls short of establishing criteria to consider a country truly democratic despite giving indications of democracy. Georgia and Russia, both newly democratic states, cannot be viewed through the lens of the theory, especially in light of the recent trend towards authoritarianism by Russia. With Russia occupying regions in Georgia and declaring them independent states, the IC must continue to analyze relations between the two states and provide warning to policy makers in the United States. References James Lee Ray, Democracy and International Conflict: An Evaluation of the Democratic Peace Proposition (Studies in International Relations), p. 30, Columbia: Univ Of South Carolina Pr, 1998. Ibid. Democratic Peace Theory , Wikipedia, http://en.wikipedia.org/wiki/Democratic_peace_theory (accessed November 30, 2009). The Georgia-Russia conflict: lost territory, found nation, Open Democracy, http://www.opendemocracy.net/article/the-georgia-russia-conflict-lost-territory-found-nation (accessed November 30, 2009). Ray, Democracy and International Conflict, p. 12. Ray, Democracy and International Conflict, p. 204. Robert Parsons, Mikheil Saakashvilis bitter victory. Open Democracy (January 2008), http://www.opendemocracy.net/article/conflicts/mikheil_saakashvili_bitter_victory (accessed November 30, 2009). Giorgi Lomsadze Time for a King for Georgia? Eurasia Net (October 2007), http://www.eurasianet.net/departments/insight/articles/eav 101207a.shtml (accessed November 30, 2009). Ray, Democracy and International Conflict, p. 35 Ibid., p 12. Russia, Wikipedia, www.wikipedia.org/wiki/Russia (accessed November 29, 2009). Freedom in the World Russia (2008), Freedom House, www.freedomhouse.org/inc/content/pubs/ fiw/inc_country_detail.cfm?year=2008country=7475pf (accessed November 30, 2009). Ambassador Batu Kutelia (lecture, National Defense Intelligence College, Washington, D.C., October 5, 2009)

Indian Consumer Buying Behaviour in the UK

Indian Consumer Buying Behaviour in the UK 1. Introduction This dissertation provide an overview of research topic on Indian consumer buying behavior in UK, first part outline aims and objective of the dissertation and followed by the motivation and study carried. Outline of structure of the dissertation and limitation are presented. 1.1 Aims and Objectives The aim of the dissertation is to understand and identify the social, cultural, buying behaviour characteristics of Indian community in UK. The research carried out primary and secondary research associated with Indian community and shows the linked between the ethnic consumer behaviour connections with market. What are the consumer buying behaviour characteristics of Indian Community in the UK†? Objective The objective of the dissertation is to focus and study on buying behavior of the Indian Community living in UK. To determine identify categories associated with Indian and their age characteristics. The article, literature, journal covers cultural, ethnical issues, historical issues of Indian identify integrating it with the personally studies. The method used on the basis of quantifiable observation for statistical analysis and philosophical interpretive research method to support Questionnaires are used to analyses the primary data. The findings reveal personal, ethnical, buying pattern and cultural characteristics relevant for identifying Indians consumer behavior. The conclusions are made for the implications of this identity need to be taken into account by the UK marketers or business market for new segment to target. 1.2 Motivations behind the Dissertation The Indians are part of a multicultural UK society, they make a significant cultural and consumer force Ref 35 (Fletcher, 2003). They are increasing in size, purchasing power and geographic concentration, giving â€Å"marketers a unique opportunity to modify their marketing strategies in the pursuit of increased market share and profitability† Ref 27 (Lindridge and Dibb, 2003). Due to increase in ethnic population and cultural diversity which represent many opportunity and threats to the markets hence marketer has to acknowledge the change in market by understanding the ethnic diversity Ref 35. Total in UK around 29% organization dont target ethnic market while 47% do target but were not effective in strategies due to lack of understanding and information about the Indian community in UK. Ref 27 (Lindridge and Dibb, 2003 cited: Fulford, 2001). Since UK represent multiethnic society, consisting of a diverse mix of culture and languages, there generates to understand the buying behaviors of all the elements which effects the business to fulfill marketing knowledge as the for the satisfaction of customer needs and wants Ref 28 (Chudry and Pallister, 2002)(Ref 25). This report will be focusing on the consumer buying behaviors characteristics of the Indians community in UK. 1.4 Limitations of the study The limitation of the study are that there has not been enough research done on the cultural characteristics of Indian Consumer Behaviour therefore there is no previous more studies carried out to judge the topic further. The Empirical Side of the Research has been hindered due to the fact that there is only one researcher, which made difficult to gather substantial studies and sample of Indian Community for quantitative research which have been omitted due to lack of manpower and time. 2. Literature Review Consumer Behaviour According to Philip Kotler consumer behavior as â€Å"the buying behavior of final consumer- individual and households who buys goods and services for personal consumption†, all to this it is directly related to market created by Consumer which varies in income, age, education level and taste across the world tremendously. They buy incredible variety of services and products which diverse consumer connection with each other with other element of the world (Ref 1). Today consumers have many choices to select a product as compared to ten or fifteen year before. Business growth depends on loyal customer or repeat purchase because they are satisfied with product variety/ services which they have received which bring consumer into the stores. Lot of marketing efforts is played to bring consumer to the stores, normally consumer assumes marketing as advertising and selling which is flow of goods from producers to customer. Marketing has great influence on fast moving consumer goods t hrough range of activities includes promotion, market research, advertising etc. Evaluation and monitoring of customer is also an important and one method of evaluation is by completing marketing research. Ref 7 (Woodruffe 1995 149, 163-4) According to Adrian Palmer Business Philosophy, marketing puts customers at the centre point of all the organizations which reflects the basic values to understand and response to customer necessity and needs to search constantly for new market opportunities. (Ref 22) There are three major components of marketing by Narver and Slater (1990) Customer Orientation, Competitor Orientation and Interfunctional Co-ordination. Customer Orientation understands its target buyers, Competitor Orientation focus on customer and its competitors police and strategy, while Interfunctional Co-ordination which futile marketing manager to develop the marketing plans to creating value, delivering promise made to customer and integrates its human and physical resources effectively and adapts them to meet customer needs. Marketing key concepts depends on customers, needs, value, exchange and market. Marketing Environment According Kotler â€Å"The actors and forces outside marketing that affect marketing ability to develop and maintain successful transaction with its target customer.† As per Environment markets depends to two major environment micro and macro environment but basically here we will be dealing with Macro Environment with explores border concepts of consumer behavior. Macro Environment consists of larges societal forces like demographic, cultural, economical, natural, political and technological. UK which is huge market with varied customers which are widely scattered hence we have to focus on specific Indian Consumer segment. According to Kotler Segment marketing is an â€Å"isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments†.(Ref 1,2). For marketer to target the entire consumer with same marketing style and approach doesnt satisfy to all customer where are many customer are dissatisfi ed or there need are fulfilled, hence here opportunity arise fro the company for specific segment. As per data and statistics Marketer has to go for niche marketing to target specific segment. According to Kotler Niche Marketing is Focusing or sub segment or niches with distinctive traits that may seek a special combination of benefits.(Ref 1,2). Hence in this project we will be focusing on Indian consumer with total UK consumer hence below gives the Geographical, Cultural, Political, Technological and Economical consumer patterns as compared to total UK Consumer. Geographically Indian Consumer In UK According to Kotler Demography or Geographical shows the study of human population in terms of size, density, location, age, gender, race occupation.(Ref1) Its very important because its gives marketers major interest it involve people, and people make up markets, as Indian Consumer geographical location is given below. Geographical Distribution of Minority Religions Mainly In London Percentage of each religion living in London, April 2001, GB Percentage of each religion living in London, April 2001, GB http://www.statistics.gov.uk/cci/nugget.asp?id=956 (Ref 39) Families with dependent children: by ethnic group and family type, April 2001, UK Families with dependent http://www.statistics.gov.uk/cci/nugget.asp?id=956 Total International Migration (TIM) to/from the UK 1991-2004 Total International Migration (TIM) to/from the UK 1991-2004 According to recent survey by Government in 2004, around 223,000 more people migrated to UK than migrated abroad, as its higher migration than estimat e before in 1991. Migration from New Commonwealth has increased by 45 percent between 2003 and 2004 within this group, net in migration from Asian was risen from 38,000 to 54000 in 2003, 2004 respectively. Ref 39 Net migration by country of last or next residence (1995-2004) Net migration by country of last or next residence (1995-2004) The demographic characterized of ethnic population in Britain is complex, As 97 percent of Britains non white population live in England, where most of the Indian lives in England and major cities of Scotland, approximately 53 percent of Indian lives in the south east and a further 30 percent in the midlands. Recently due to new Government laws implementation in Scotland the increase of Asian community are raising in great major cities like Edinburgh and Glasgow .Ref 39 Social, Cultural and Economic characteristics of the Ethnic population Culture can be defined as a â€Å"unique pattern of shared meanings that characterized a society and distinguish it from other societies. It is passed down from generation to generation and has been described as a societys ‘personality † Ref 21 (Wells and Prensky, 1996). Culture should be viewed as a â€Å"complex bundle of independent variables that can be attributed to behaviour† Ref 27. Culture plays an important part in the identification of an ethnic group, as ethnic groups are â€Å"those human groups that entertain a subjective belief in their common descent because similarities of physical type or of custom or both, or because of memories of colonization and immigration† Ref 27 i.e. culture. According to Kotler the cultural environment is made up of institution and other forces that affect the societys basic values, perceptions, preference and behavior. Every consumer grows in specific environment which gives some beliefs, values, inheritance, family structure, reference characteristics which reflects in him.(Ref 1) Culture is forever evolving â€Å"synthesizing old ideas with new ones† Ref 20 (Solomon, 2004). All cultures are different, but there are four dimensions that are in all cultures: 1. Power distance: how relationships form when difference in power is perceived. 2. Uncertainty: â€Å"the degree to which people feel threatened by ambiguous situations and have beliefs and institutions that help them to avoid this uncertainty† Ref20 3. Masculinity/femininity: how clear are the sex roles? 4. Individualism: cultures differ on how individualist (importance attached to personal goals) or collectivist (people lower their personal goals for the group) they may be Ref 20. 2.3.2.1 Components of Culture The components of culture are a useful tool for marketers as they can use appropriate marketing communications to associate the product with the consumers values. Values â€Å"Values are the underlying beliefs about the appropriate ways the members of a culture should act, think, and feel† Ref21, these values are: i. Somewhat stable; ii. Somewhat general iii. â€Å"Fairly widely accepted as a guide to culturally appropriate behaviour and therefore as a ‘standard of desirable and undesirable beliefs, attitudes and behaviour† (CIM, 1993).Ref 23 Norms and Customs Norms are the rules of values on how to behave or not behave; individuals may or may not accept these norms Ref 9 (Antonides and van Raaij, 1998). â€Å"Crescive† norms are norms that are rooted in a culture (Ref 20). â€Å"Crescive† norms can also be perceived as a custom, which are the â€Å"established patterns of behaviour adopted within the society or community. They regulate and regularize social practices and define which behaviours are acceptable† (Rice, 1997) Ref 16. Williams (1981) identified four forms of customs or what Le Vine (1997) calls ‘ostensible markers from the least to the most serious enforced:Ref 19,26 Myths Myths are tales that exemplify one or more of the shared values of a culture by describing a person, event, or idea that symbolizes values (Wells and Prensky, 1996) Ref 21. Myths serve four interconnected functions in a culture: Ref 19 1. Metaphysical: explains the origin of life 2. Cosmological: all the components of the universe is part of one picture 3. Sociological: the maintaining of social order through a social code 4. Psychological: the providing of models for personal behaviour Ref 20(Solomon, 2004) Rituals a. â€Å"A ritual is a set of interrelated patterns of behaviour that have a symbolic meaning† (Ref 21), ritualized behavior is formal and ceremonial such as marriage ceremonies and religious services (CIM, 1993). Ritualistic behaviour is an individual behavior that is made into a ritual such as shaving and getting up at a certain time in the morning Ref 19 (Schiffman and Kanuk, 2003). Sacred and Profane Consumption * Sacred consumption involves items and events that are not part of ordinary activities and are treated as such, example, religious ceremonies (Ref 20). * Profane Consumption involves ordinary, everyday items and events (Ref 20) * Sacred Events when consumers activities take on special status, it can be anything from public events, sports events or holidays, as they occupy sacred time and space for the consumer Ref 20 (Solomon, 2004). Material Artefacts Material artefacts are possessions that have a special significance to members of a culture. Artefacts obtain their special significance due to the role they play in myths, customs, and rituals. Artefacts can be everyday products that have symbolic meanings, which give them special status in culture, such as red roses for Valentines Day Ref 21. Indian have different rituals, customer,myths which relates each other, due to help of British Government Indian enjoy major big Indian Festival like Diwali, Dusshera etc in UK, as festival times seems to major shopping and expenditure time of Indian , majority of Indian community still does major investment, buying or moving on special festive period or religious occasion then usual day due to long traditional belief from ancient time. Gold purchasing and wearing is one of the passion in Indian customer , Women during festive period used to buy gold and diamonds which is one of the major segment for marketer to target the ethnic community during festive period. Language and Symbols Language makes the learning and sharing of culture possible (CIM, 1993), without a common language, a shared understanding would cease to exist, which will lead to the extinction of a culture Ref 19. Symbols are an important aspect of language; they can be verbal or non-verbal (CIM, 1993). Verbal symbols include television and magazine advertisement, whilst non-verbal symbols are s, shapes and colours Ref 19. Symbols can carry a number of different meanings and have different interpretations to many people; these interpretations can be unique to one culture. India have a diverse culture with more 24 different language, having Hindi has national language, majority of Indian in UK use Hindi or English as communication language in community. According to Journal of Consumer Behaviour, Britain ethnic minority population was around 5.5 percent with spending power of L 10 Bn in 1998 which has increased drastically, whereas the population of Indian are increasing faster than Caucasian which leads increase in buying power. Many companies has started targeting ethnic group eg. Jaguar started sponsorship events of Indian Bollywood Mega Mela in London of 3 days. Indian culture are great lovers of music and art from ancient times, ancient history have shown deep interest in this field which has contributed in formation of Bollywood industry, world largest film industry in the world, which influence billion of people in India through cultural aspects and Behaviour. Before Bollywood industry was popular only in east but now every year its increase 18 % market globally with 3.6 billion global audience which higher than Hollywood which has only 2.5 billion global audience, Indian community which migrated and living in UK cannot distract from viewing Bollywood movies and channels Which has created a huge market for Indian viewer of Asian channels and Bollywood movies in UK market. As per recent survey by BBC more than 70% of British Asian homes twice the national average the Telewest, sky or cable tv at home where viewing two third of Asian viewer are made of Asian interest channels featuring dramas, Bollywood music of back home and movies. Also s urveyed revealed that majority of ethnic population have their own mobile, DVD and internet at home. Majority Indian women back in India has highly soap addicts drama , survey carried out shown that 71% percent ethnic community made a point of watching soap as compared to 56% of white woman. Leader in broadcaster were Zee TV and Star which was just a new comer in UK around 4 year before but in his second year of launch he had 90,000 strong customer of ethnic community because Star TV is one of Indian Top Channel with 42 million subscribers which show cultural inheritance in UK which has high growth rate. Some of provider like Telewest understood the consumer Behaviour of ethnic community and launch Asian Channel Package which was cheaper than individual channel and wholesome package which attracted number of customer toward him. Ref 31, 32, 33 2.3.2.2 Subcultures For a marketer culture may come across as too broad a subject, as it embraces whole societies (CIM, 1993), therefore, to make life much easier a marketer could subdivide a culture into distinct subcultures. A subculture can then be defined as groups of people within a society that share common experiences and beliefs, which distinguishes them from other groups (Ref 20). An individual can belong to a number of subcultures and these subcultures can play a crucial role in defining the extended self (Ref 20) . Rice (1997) suggests that there are five prime subcultures: Geography; Religion; Age; Gender and Ethnicity.(Ref 16) Indian with has diverse culture with varied religion, India has many sub religion which makes sub culture or sub group like Sikh religion which has same characteristics and belief like Hindu, . While Indian Muslims used to differ in culture, tradition and belief which can be a new sub culture. As under studies and my knowledge India used to be male dominant society from long time, still majority of Indian women in India used to housewife and male used to earn but in recent 20 years women in India used to work and way ahead but still male dominant the heavy purchase like home, car, investment, buying while female dominant male in purchase of household, home maintenance, buying food etc which reflect same in UK. 2.3.2.3 Acculturation Acculturation is the â€Å"process of movement and adaptation to one countrys environment by a person from another country† (Ref 20); this process is the learning of the host countries language, myths, values, customs and rituals (Wells and Prensky, 1996) Ref 21. There is also the opposite affect of acculturation which is enculturation that is the â€Å"process of learning ones native cultural values† Ref 21. (Ref 9) Antonides and van Raaij (1998) call this the process of socialization with the culture being transferred from the older to the younger generation through family, religious groups, schools and other agents. Ref 9 Acculturation agents can align with the culture of origin or the culture of immigration in Fig. 1.3 shows how well an individual responds to the agents depends on their individual differences, these responses thus affect the acculturation process such as; movement which is the physical movement from one location to another; there is then the need for the translation of social rules in the host country; and this leads to the adaptation process by the consumer, on how much do they align with the host nation. The acculturation outcomes are either to assimilate with the host nation, by adopting their values; maintain practices from culture of origin; or just segregate completely from the host nation, by only buying goods from people from their culture. Many Indian migrated from India have cultural Behaviour of back country as well they kindly start adopting the British culture , hence year after year they have 20-30 percent of British culture which has replaced some of the Indian culture, Majority Indian in back country used to religious more but after migrating they become less religious , dont concern more than usual, also majority of Indian in back country use to Vegetarian and keep to avoid Liquor but after several years in UK they used to eat majority on Non Vegetarian food except religion prohibition of eating beef (Hindu and Sikh) and pork(Muslims) and start drinking more than usual, the back country they used to leave in joint family and have strong family structure , which has little bit change in coming year, the new generation British Indian or Indian leaving from long time use to leave separately than joint family , get separate from parents and leave independently but still have strong bondage with family which shows m ixed culture of Indian and British. According Sinha (1969) and Mandelbaum (1970) study indicated that the Indian families are of dominant concern for most Indians. Individuals within the family are instilled with collectivist cultural values of duty, interdependence, obedience, reliability and sacrifice for the group (Triandis, 1989; Triandis et al., 1993). In contrast, individualistic cultures encourage detachment from the family unit and greater individuality (Halman, 1996). It is British Indians relationship with their family that may be a major cultural determinant upon their buyer behavior. The family units influence, within the collectivist-individualistic context noted earlier, therefore, will be assessed through three buyer behavior areas: use of possessions to enhance social status, materialism and reference group use. Family structure and Reference Group According to Journal of Consumer Behaviour , Ethnic Indian Community have family dominant concern for most Indian, individuals within the family has distinct collectivist value of culture, duty, obedience, interdependence, sacrifice and reliability where in contrast Britishs Causcaucian are detached and great individuality. This relationship bondage within the family structure has major cultural determinant upon their buying Behaviour. As per Journal Indian Immigrant are more concerned with possessions than people, inferring and have a materialistic Behaviour which is other way on British Community. Ref 30 A reference group is â€Å"any person or group that serves as a point of comparison for an individual in forming either general or specific values, attitudes, or a specific guide for behavior† (Ref 19), these groups can be real or imagined (Ref 20). Reference groups can be influential as they can be â€Å"informative, utilitarian, and value-expressive† (Ref 20). Normative reference groups influence general values or behavior, whereas comparative reference groups are benchmarks for specific attitudes or behavior (Ref 19). Factors that affect reference groups influence on consumers may include: * Information and experience: an individual who has knowledge of a product/service is less likely to be influence by a group * Credibility, attractiveness, and power of the reference group: these groups can induce consumer attitude and behavior change, as they are seen as trustworthy and knowledgeable * Conspicuousness of the product: reference groups influence varies according to whether the product visually conspicuous (one that stands out) or verbally conspicuous (a product can be easily described) (Ref 19) There are several types of reference groups that can be defined as either ‘aspirational (successful business people sportsmen or celebrities) or ‘membership (groups that an individual can identify with) groups (Solomon, 2004)Ref 20. Some of these reference groups are: * Friendship groups: they are informal groups and are the most influential group when it comes to the purchase decision * Shopping groups: they are made-up of family or friends, this function can be referred to as purchase pals * Work groups: because of the amount of time people spend at work, the work group can be a major influence (Ref 19) According to Green the family structure favored by Indian community which have traditional family structure and contrary to it, as the new generation has different attitudes towards family structure across the generation in Indian families. The family structure favored by Indian groups varies enormously It is clearly important for marketers to be aware of these divergent trends since they will have important implications for advertising and promotional activities directed towards the various ethnic groups (Green, 1999). According to Journal of Consumer Behaviour, due to collectivist culture of Indian which are affected by external perceptions, then reference group selection may be determined by the need of gain recognition of the familys reputation, majority British Indian seek recognition from these reference group, secondly work colleagues and friends have greater collectivist power of culture. Ref 30 Age profile of minority groups According to Journal Dawn Burton (Ref 24) Age profile plays an important role in minority group, one of the most significant features of the Indian population is its younger age as compared to white indigenous population. According to data 1990, 48 percent of the ethnic minority population was under 24 years of age in 1999 compared with 31 percent of the white population. Indian group had 41 percent of individual in this age group, As a study in US marketer have recognized that younger age profile of minority group is having an important impact on consumer behaviors . T he studied show that Indian Minorities community have higher percentage of card ownership, ATM usages, use cards for withdraw cash and more likely purchase goods and service with cards than the white population Ref 26(Texas Banking, 1999) hence Indian community has similar culture expectation like in Britain . Ref 24,26. Economic and Social Characteristics Economic Environment consists of factors which affects the consumer purchasing power and spending patterns, According to Adrian Palmer for â€Å"marketer its hard to appreciate fully the cultural values of a society, attitudes to specific product changes through time and at any one time between different groups†. â€Å"Like in Home market specially UK, company should understand the processes of gradual changes and be prepared to satisfy the changing needs of consumer† (Ref 22). As a new challenges for marketing are posed by the diverse cultural tradition of ethnic minorities. According to Journal Dawn Burton issues can be addressed our social and economic factor, the issues holds religion, household income and family structure. Before targeting a specific segment its important level of income and expenditure, the superiority of Indian groups over the white category is party accounted for the higher proportion of pensioner households in the white indigenous population.(R ef 24) The PSI survey is useful in this respect since it categorizes the proportion of members of different ethnic groups in various income brackets. The ethnic Indian and White Population were on a par but there are significant proportions of high earners in the Indian, Indian population in UK are at high earning capacity with high saving as compared to White or any other community Ref 32. They have strong purchasing power. According recent publication in newspaper, out of 10 richest people of UK five are from Indian origin, hence from this statistics one can imagine how far Indian are economical strong in UK, world 3 richest and UK Top richest person Mr. Laksmi Mittal belong to India, majority of Indian living in UK are economical sound and having high saving then the normal British consumer, due to which they have strong buying power Ref 35, Ref 40 According to International Journal of Entrepreneurship, majority of Indian community in UK runs small scale business, in transition which are lining into owing large scale, profitable, enterprise has not the attracted investment but attention of media and research , nearly of half of independent shops in Britain in 1990 were own by Ethnic Asian entrepreneur which have high scale of Indian, in which have around 300 millionaire 1990 which have increased to 500 or more today, whereas they are 2 percent of working age population in Britain , contributing towards wealth creating by employment which is greater in size. According to Modood in 1997 the average weekly earning of Indian exceeds those of White population In Britain. Ref 30,33 As Success of the Asian Business in Britain likes in their cultural characteristics which have high encourage thrift, hard and reliance on family lab our. There are major cultural facts like mechanisms of self help, family controlled business, informal source, local ethnic community market which builds the business to new ladder. A enterprenuser who makes productive use of the community like cheap family labor, finance within community, cultural values, niche marketing to satisfy the demands of their own community for ethnic product which have huge population to fulfill. Ref 30 Ethnic business has asserted the success due to sense of developing from small to large scale business, due to ability of branch out from ethnic enclave economy. According social aspect, Indian community have strong social education belief, around 60 percent have done bachelors degree or higher qualification which impact on growth in business and employment.Ref 30,33 Technological According Kotler Technological environment is a Force that create new technologies, creating new product and market opportunities. Today every second or day a new technology hits the market which Technological point of Indian Consumer In UK have hardly any in-depth studies, but Study by PSI (see Table IV).showed the individual about their ownership of a range of consumer durables, as compared to white population. In comparison Indian community has higher ownerships of some items like micro-ovens, video recorder, computer, washing machine etc than other community hence the market looks immense for specific Indian Segment. Indian community have higher eagerness toward technology aspects specially for household purchase , also one of the studies said that Car market has began specific target towards Indian consumer due to there high tech power consumer attitude and affording capacity. In UK, most of Indian community gives first preference to buy Mercedes rather than any other car due to its royal status, which similar concept previous back in India. As India is becoming a global hub for IT, greater increase in Internet User and IT becoming a way to cheaper communication to India most of the Indian prefer to buy computer or high tech things to get connected. According to The Guardian majority of Indian were more likely to have own mobiles phone, dvd, household durables, internet at home than white population in UK. Ref 32,33 Lifestyle Lifestyle segments are measured through the use of A.I.O. (Activities, Interests, and Opinions) rating statements. It measures peoples activities in terms of how they live their lives; their interests on what is important to the consumer; their opinions on themselves and social/cultural issues; as well as demographic descriptors such as age, education, income, etc. Ref 36 (Plummer, 1974) Ref 11 (Brassington and Pettitt, 2003). Table 1.1 lists elements,