The Downside to Land Use and Urban Development Essay example -- Enviro

The Downside to Land Use and Urban Development    Excessive land use and urban development are a problem, because it causes pollution and it robs animals of their homes.   When man extends his boundaries into nature, nature has no choice but to go somewhere else.   Expansion and population are the cause of this environmental problem.   I propose to set a standard for land development for every city.   In that I also propose that each city should impose a set number of persons to live in that city.   Each city must impose stricter guidelines for waste management.   Finally I propose that the city set limits for development, and expansion. Land development causes danger to the environment by polluting the air and disrupting geological and animal status.   Air pollution is a big problem with urban life.   Large cities have the characteristic of having polluted skies.   The Environmental Protection Agency passed an act, through legislation, called the Clean Air Act.   The CAA set standards for all cities (Environmental Politics and Policies, 195).   Some of these cities that do not meet such standards include Los Angels, New York, Chicago, Milwaukee, Baltimore, and Houston.   These limits are called National Ambient Air Quality Standards (189).   The NAAQS sets a limit on the amount of Carbon Dioxide, Hydrocarbons, Air born Particulates, nitrogenoxides, lead, and sulfur oxides, and Ozone in the cities air.   Such standards apply for 7 (192).   The definition for Ozone: A strong oxidizing agent with disinfecting properties similar to chlorine; also used in odor control and sludge processing (Environmenta l Engineering, 219).   Ozone is present in the high atmosphere, but at lower levels can be one of the most harmful gases on Earth (Our Poison... ...constantly influenced by their social ruling.   We don’t have except this way of living, there needs to be a change.   We need to prepare for the future, and save what we still have.   We have to, before it’s all gone.            Works Cited 1.) Beyond the numbers; Edited by Laurie Ann Mazur Published by Island Press, Washington DC; 1994 2.) Environmental Politics and Policy; Written by Walter A. Rosenbaum Published by Congressional Quarterly; 1998 3.) Our poisoned Sky; Written by Edward F. Dolan Published by Cobblehill books; 1991 4.) Endangered Environments; Written by James Colgney Published by Apple Tree Inc.; 1994 5.) Dennis Plunkett (American Reality, Phoenix Az) Interviewed: 11-14-98   6.)U.S. Census Bureau (WWW.census.gov/main/www/popclock.html)   7.)Q and A’s About Land Fills (WWW.awma.org/awma/educate/outreach/landfill.html)   

Romeo And Juliet - What Is Love? :: essays research papers

Has Shakespeare convinced you that Romeo and Juliet are in love at the end of act one? What is love? Love means a warm liking or affection for a person, affectionate devotion. Does the way Romeo describe Juliet sound like love to you? In my opinion love does not occur at first sight, it is something that you need to work towards. Romeo just describes Juliet’s beauty and not her inner-beauty. â€Å"Beauty too rich for use, for earth too dear!† Romeo is just saying how beauty like that is too good for the earth. When Romeo says â€Å" O dear account! My life is my foe’s debt,† he is saying that his life and love is in the hands of an enemy! This is a very harsh statement to say considering he has never talked or meet Juliet Capulet. Think of Shakespeare’s choice of words and the way he incorporates them into the play. Do his choice and arrangement of words; make you think, about Romeo and Juliet’s love? If you thought Romeo was going to extremes wait until you hear about Juliet. Immediately after meeting Romeo, she tells the nurse â€Å"If he be married, my grave is likely to be my wedding-bed.† Juliet is saying that if she could not marry him she would rather be dead. Remember Juliet is saying this with out even knowing Romeo’s name. Juliet asks her nurse who that fine gentleman is, the nurse quickly replies â€Å"His name is Romeo, and a Montague; the only son of your great enemy.† Shakespeare makes you wonder if Romeo and Juliet are actually in love. Since this play was written 400 years ago, the world has changed significantly, but the emotions and way of thinking in this play have withstood the test of time. This is why movies, such as Romeo and Juliet in (1996) were so successful. Shakespeare's play and the movie showed they have many similarities and many differences, but one thing remains, they all use universal truths to relate to their audiences. As it stands, I do not believe that Romeo is in love with Juliet, but Juliet is in love with Romeo.

Why International Assignments Fail Essay -- International Business Emp

Why International Assignments Fail International assignments are the hub of international HR which makes the fact that they often fail a great concern to many corporations who make big investments in overseas assignments. As more U.S. companies expand their business overseas, the need to send employees on international assignments will increase, making the process of discovering the reasons for these failures increasingly important. Expatriate employees, meaning employees that are non-citizens of the country in which they are working, often find that unfamiliar surroundings and a new job can be particularly challenging, while family pressures also increase as everyone makes cultural adjustments. Another reason for these failures include lack of preparation from the employer. In a 2003 study of more than 700 expatriate workers around the world, nearly forty percent felt their employers did not do an adequate job preparing them for their international assignment. One of the major steps an employer can take to reduce the uneasiness of going abroad is in selecting the right candidate for the assignment. Just having technical expertise or management skills does not make an employee right for international assignments. More important to this particular kind of job is an individual’s inherent cultural sensitivity, flexibility, adaptability, and interpersonal communication skills. Regardless of the method, the candidate selection process is the first critical step in an emp...

Doctor Faustus Review

On the 14th November 2012 we went to the Rose’s Theatre in Tewkesbury to watch Scene Productions perform the tragedy ‘Doctor Faustus’ which was filled with disappointment and unexpected aspects. However, it did bring forward a message throughout the play which is showed clearly and effectively. This message was that people who give into temptation because of greed get punished; this is based on a religious concept. At first we got told the whole performance was going to be an hour, this straight away made me have doubts about the play and allowed me to think that it was going to be rushed which I felt like happened. Despite this, there were some promising scenes which made me as the audience have a mixture of emotions. When I first arrived into my seat, the first thing I noticed was the set placed on stage. It seemed like a very simple set, but also very effective. It clearly showed the time the performance was set and allowed us to have a personal interpretation of the character Doctor Faustus without even meeting him. Whilst the lights were still on and people were coming into the theatre, it seemed like the production started as we are first introduced to two characters walking around in a sinister sort of manor, whether it was because people were late into the theatre or it was planned, it was a huge distraction and it was hard to focus on the dilemma which is occurring on stage, as I kept on turning my head to the loud talking of people arriving, not only this the harsh lights were still on which helped me to not focus on the characters on the stage whatsoever. The character of Doctor Faustus played by Ben Elder was introduced as a puppet, this was effective as it allowed us to realise that compared to hell he was seen as vulnerable and small. It also helped to distance the audience and showed to us that we are not watching reality; it was simply an interpretation of an urban legend. However, I also felt that it would have been much more effective if it was an actual actor performing because then perhaps we as the audience would be able to view his acting skills. The music throughout the play was purposely sinister to reflect on the major theme of the production which was death. The music helped to build the climax, create atmosphere and to determine the audience’s emotion. The constant screaming and howling in the soundtrack helped to portray hell as a dangerous and horrific place to be. The music started to begin before the play even started this was effective as it allowed us to have an interpretation on the whole play and gave off an eerie atmosphere beforehand. There were a few mistakes made in the whole performance which disheartened me and made it seem messy and disorganised. When organising props and having costume changes behind the actual set, it became distracting if ever a noise was made or the sheet was accidently knocked. This decreases its effectiveness as it clearly distracted me from the performance. Small incidents were made, from tripping up the stairs whilst getting on the stage, to a door not opening fully for Faustus to get through backwards. However these little mistakes were acceptable but it brought up climaxes for nothing. They developed Doctor Faustus’s thoughts by presented them as an angel and a devil on either side trying to convince him to go onto their side. They were seen as a black card with wings on either side and hid their bodies. The persistent flapping of their wings showed their persevering and their urge to not give up. Though sometimes the angel and devils got a bit stupid They also interacted with the audience which effectively broke the fourth wall, as it engaged the audience and it felt like we were part of the play. The use of the sign saying ‘clap’ or ‘gasp’, I thought was a quite over exaggerated as it completely distracted you from the entire play. It also brought a comical feel to the whole performance which changes the whole theme, did they intend to make you laugh or feel sympathy for Faustus? They made a member of the audience feel uncomfortable and separating the performer both physically and verbally. This makes the audience member feel apprehensive about going on stage due to the distinctive and eerie atmosphere, however this can easily be criticised as I felt that due to this I was watching more of a pantomime rather than a dramatic performance which I thought it was going to be as it struggled to create a powerful meaning, although it helped to patronise the audience which created a scary atmosphere, breaking t he conventions of a normal and evil play. The lighting throughout the play was effective as it demonstrates the major motif which is morally evil. I was constantly engaged when the arrogant protagonist who makes a pact with Lucifer to gain forbidden power and outstanding knowledge. He then finds himself getting dragged into the murky mist of hell. The low budget performance consisted of a mass of creativity, as the set didn’t change throughout the whole thing. There were small candles used to illuminate the stage and set which cleverly symbolized the heat that burns in life and death. The Candles also represented beauty which is highly ironic, as hell is an evil and sinister place, and is nowhere near beautiful. In conclusion, I felt that the narrative was creative but the way they presented it was filled with disappointment, perhaps without the humour it would be classed as a dramatic play which is what it is originally supposed to be. I myself would not go see it again as it did not appeal to me whatsoever; it got exhibited as a pantomime and made me feel like a child. Though I would recommend this production to the older generation as it is filled with complexities and enigmas, though it would also engage children as they get attracted the humour.

Censorship: Fahrenheit 451 and Lounge Chairs

Censorship is what the government or a group of people make people think that there way is the right way of living. In the movie Wall-E, it shows a lot of censorship. They have made an illusion of what the perfect life looks like. Also in the book Fahrenheit 451 written by Ray Bradbury the government have deprived the people of many things. In the movie Wall-Ethe humans have been sent from earth to live in a â€Å"cruise† on space due to pollution on earth has made is impossible for civilization to live on it. On space they have censored all real food, all food is liquid. There are lounge chairs for each person where they do everything they do no leave the lounge chairs only to go to sleep. The lounge chairs able them to communicate with people, play virtual sport and shop. They have been censored of all real things, like actually walking, being active, eating nutritious food, and having face to face conversation; due to this they are all obese and aren’t able to walk due to bone loss. In the book Fahrenheit 451 the government had made what is considered the ideal life. They are censored for thinking because they want everyone to be alike. They have also banned books because they are worthless and have too many ways of life and opinions and they want it to be one way only to be the right way. If they find out you have books they burn the books and your house. They are not very smart because they are deprived from learning a lot because it makes them think. The movie Wall-E and the book Fahrenheit 451 are very similar. What the government has portrayed as the perfect easy way of life is what the people believe is best for them. They have lived by the rules so many years that they don’t remember what the normal way of life is like anymore.

Ethnic Market Essay

With mounting western influence and focus on revival of traditional Indian fashion elements, diversity in India sees many faces. To maintain the dignity of the culture and to provide a platform to small Indian brands, future group initiated ethnocentrism concept by opening ethnicity store in Ahmedabad, Gujarat. This initiative has provided new format insights to organized retailers to expand their horizons in highly volatile Indian consumer oriented market. A new format has always been a challenge to any retailer to sustain into the market. In the changing face of market, to regain preference of consumers towards nationalized brands, can be looked from a confronting angle. This created an anxiety in the mind of researchers and inspired them to undergo the research to understand the ethnicity concept. Ethnicity format is studied based on the first ethnicity store set up in the city of Ahmedabad, Gujarat and glimpses are taken from the second and third store set up in Mumbai and Pune respectively. Research is secondary followed by primary in nature. This paper gives insights into the overall set up of ethnicity format that includes differentiating Criteria’s of ethnicity in comparison to regular retail formats based on observation at the store. Questionnaire based survey is also performed to get opinion on ethnicity store and paper gives insights into preferential category for purchase for future developments Consumers have given a very good response to the new concept. Along with shopping, experiences of consumers’ with the format have given a lasting impact on their mind-set. Further Raja market, Rani Market, Thoda aur market are found attractive to consumers and have gained good preference of consumers followed by Sona-chandi market Chota India and Ghar aangan market. The insights into concept development and suggested potential extended formats of ethnicity may readily work as a pillar to stand into the market for new retailers. Keywords: Ethnicity, Ethnocentrism, Organized Retail, Nationalized brands. Introduction Indian fashion industry is moving towards westernization due to high level of acceptance of foreign brands by the consumers. Due to this ,western brands are getting a wider platform than the ethnic brands across the country. As a result, national/ethnic products are even overlooked by consumers and time may come that such products may disappear from the market. To protect the Indian heritage, Future group took up the maiden initiative to provide a space to Indian products and brands under its own name and fame Future Group, India’s leading business house with strong presence in retail sector, launched a new retail format, family lifestyle store – Ethnicity, in Ahmadabad to market ethnic brands and products of India in 2008. This chain is a major family format developed after the launch of *Professor, G. H. Patel Post Graduate Institute of Business Management, Sardar Patel University, Vallabh Vidyanagar. **Assistant Professor, N. R. Institute of Business Management (GLS-MBA), Gujarat Technological University, Ahmedabad. Pacific Business Review International 2 highly successful family formats like Pantaloons, Big Bazaar, and Home Town. The new store format that has been billed as ‘Everything Indian, seeks to promote ethnic brands, ranging from ethnic and fusion wear, Jewellery, handicrafts, home decor, beauty products to accessories and gifts. ‘ Thus ethnicity showcases a large number of small Indian brands under one roof. Ethnicity besides promoting the culture of ethnic products, provide a modern platform to augment the presence of the retailers into the industry. Research Objectives †¢ †¢ †¢ To understand the concept of ethnicity as a new retail format To understand differentiating factors of ethnicity store in comparison to the modern retail stores. To understand the consumers’ preference towards the new format. Scope of the Study The study has explored the concept of ethnicity. In includes understanding of the theme and concept development, merchandise development and differentiation criteria of format in comparison to existing formats. Further to understand acceptance of the new format, consumers’ preference towards the offerings has also been analyzed Data Collection Sources Secondary data sources have been used to understand the concept the ethnicity. Information has been taken from leaflet provided by ethnicity store of Ahmedabad, and Company website to get insights into ethnicity store of Pune and Mumbai. Articles kept on the websites are also used at the launch of ethnicity. Primary data has been collected through questionnaire to know consumers preference towards the new format. Respondents were the consumers of Ahmedabad who visited ethnicity store. Sample of 100 respondents was administered out of which 94 responses identified as valid sample for the study. Literature Review Ethnic origin has been defined as a group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition (Crysdale and Bettie, 1973). Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification. Because values reflect a standard or criterion that people use in the guidance of behavior, they act as a norm for ethnic consumer behavior and an influence on many consumption motives. Ethnic Marketing Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a company’s products and services towards the customer’s lifestyles. According to Technopak Analysis, the current market of sarees and ethnic wear stands at Rs 31,000 crore and is projected to grow at 10 per cent to reach Rs 45,000 crore in 2014. Views expressing rationale towards ethnic marketing Mr. Arvind Singhal, chairman of management consulting and retail specialist firm Technopak Advisors (201011) said, â€Å"Overall apparel category spends are rising, with special focus on ethnic wear brands, where many new brands have emerged as market heroes. They sensed the vacuum in the market, ease of entry, and attracted women – the most interesting target consumer, which places the Indian ethnic wear market at Rs. 56,800 Crore, growing at 9% annually†. Govind Shrikhande, customer care associate and managing director, Shoppers Stop said â€Å"Branded ethnic Volume 5 Issue 5 (November 2012) wear is one of the top selling categories in our stores. For the past few years this segment has seen double digit growth,† Mr. Gaurav Mahajan, CEO, Westside, a Tata group company said ,†Indian ethnic wear is an integral part of our customer promise. We widened the Westside range and introduced Zuba, which offers silks and authentic handlooms. This autumn will see the launch of two more brands,† Mr. Rakesh Biyani, joint managing director, Future Group said ,†There is a significant rise in demand for women’s ethnic clothing. There is a big gap between the opportunity and what is being delivered today by organized players. This gap identification generated a lead to cover the untapped ethnic market and future group took up the initiative to establish ethnicity store as a revolution in the existing apparel format. Concept development of Ethnicity Store by Future Group. Store Design Future Group has launched the first of a chain of stores aimed at retailing Indian wear in 2008 in Ahmedabad city. It is the branded ‘Ethnicity’ store that keeps the a range of ethnic and fusion wear, jewelry, handicrafts, home decor, beauty products and accessories and gifts. All the products are India inspired. The store is having a spread over an area of 25,000 to 30,000 sq. ft. Store Objective The apparel labeled as traditional and indoor clothing a decade ago, has laid the foundation for today’s contemporary Indian ethnic chic. Ethnicity proudly follows the Indian values of being sensitive to Ahmedabad city, environment and community. It provides a platform to bring together traditional or ethnic 3 retailers and consumers. It recreates the know-how of a traditional ethnic market in a modern retail format and is an aggregator of the multi-faceted ethnic merchandise and traditional selling practices. It revives and rejuvenates anything and everything that is Indian. It aims to truly open out the urban ethnic market and redefine the scale of ethnic merchandising. Ethnic-Theme Positioning at the Store The concept Ethnicity is not limited to ethnic clothing but it is a destination to get the unique experience. The key differentiator for Ethnicity lies in its 360-degree shopping experience. Ethnicity’s store design reflects a distinctly ethnic character – visual merchandising tools include artifacts, paintings and decor pieces from Rajasthan, Orissa and Gujarat. â€Å"Visual merchandising at ethnicity is like the synopsis of a story book†. Ethnicity has gone the â€Å"Desi way (Highly traditional)† to become attractive and communicative. It is vital to not only be a differentiated retailer but also to draw out the true essence of the products. Branding in ethnic wear has been led by region of origin of the product like Benaresi sarees, Lucknowi kurta, Kutchchi Bandhani. The store is colorfully designed and the flashiness gives it an ambience of luxury and festivity. Atmosphere at Ethincity Store Atmospheric at ethnicity store is a reflection of Indian heritage. Instead of halogen lights, everywhere light is reflected by lanterns. Instead of room freshener or perfumes, a raw fragrant of essential oil from flowers known as attar is used to mesmerizes the entrant and bring them to the Indian culture. All the racks for display of merchandise are developed from wooden and outside decoration is of handicraft, which gives a reflection of Indian art. Instead of having all the racks or shelves for display, few of the merchandise is displayed on cot. Store assistants are dressed in ethnic kurtas for refreshments, Coconut water is served in a lorry (Cart) which gives a flavor of typical Indian culture, on the road serving. Pacific Business Review International 4 Use of multi colors, art and fancy designs, air fragrance and traditional lightings give all time festival feeling experience. market. Chosen name for the market is based on arterial language of India. With the theme of ethnocentrism, the collection represents only Indian brands in all the merchandise. Merchandise at Ethnicity Store All the offerings are divided into a â€Å"Niche name† of Overall Analysis of Ethnicity Store Table 1 Store Sections Generic category name Ethnic name at ethnicity store Women’s wear category Rani market-everything ethnic for women Men’s wear category Raja market-everything ethnic for men Kid’s wear category Chota India market Jewellery/ accessories Sona –chandi market- ethnic Jewellery Home accessories Ghar –aangan- ethnic ideas for your home Stationary/medical items Thoda aur- ethnic accessories and more Source: http://www. indiaretailing. com/organising-ethnic-retail. asp Data Analysis Regular formats of organized retail stores have their specific offerings. While ethnicity store has differentiated the same to give a new experience to the consumers. Based on observation at ethnicity store, the following comparison has been made to derive the differentiation criteria Table 2 Comparative Analysis: Organized Regular Retail Format V/s. Ethnicity Format Parameter Organized Retail Organized retailOutlet outlet Theme A move culture Objective To give exposure to western To give platform to Indian brands culture dynamics and appeal to ethnocentrism Size of the outlet Large size Comparatively small size Structure Vertical departmentation Horizontal departmentation. Availability of brands Global brands Only Indian brands Atmospheric Exclusive halogen lights lantern /yellow lights towards Ethnicity Store Ethnicity store western A move towards Indian legacy Volume 5 Issue 5 (November 2012) 5 Decoration No additional decoration Fully decorated with colors, lamps, handicraft ,puppets etc. -looks like all time festival Music Western songs Indian instrumental Fragrance Room fresheners Raw fragrant of essential oil from flowers known as attar Shelves Racks Along with racks Traditional village themed cots with four legs Merchandise division Products are separate Gender wise product bundling. Apparel gets displayed in one section, accessories other section, footwear another section and so on e. g. Raja market includes apparel ,accessories ,footwear addressing men. Rani market includes apparel, accessories, footwear for women Merchandise name English names Traditional Indian names Store assistant’s dressing Western formal wear Traditional Indian kurta Packaging Plastic printed bags Paper bags with traditional look Merchandise Western outfits western designs and indo- Indian traditional embroidery work outfits with Shoes Mojaris and chappals Indo-western painting Handicraft Cosmetic products. Natural ayurvedic products and aromatherapy Perfumes Incense stick, fragrances Light chandelier Candles and Lantern Artificial jewellery Stone work, Kundan jewellery Refreshments Food court with multi cuisine Small push cart/lorry with coconut water Deliverable Shopping Experience attar, natural Source: Primary data collection through observation Analysis of Consumers Preference Towards Ethnicity Store: Consumers survey has been performed to get insights into their experience towards the format with the help of questionnaire. Respondents were the consumers who visited the ethnicity store. Pacific Business Review International 6 Figure 1 Consumers’ Preference towards the Market based Merchandise at Ethnicity Store with Mean Rank ( where 1 is least and 5 is maximum) 0 1 2 3 4 5 4. 25 Raja Market 4. 02 Rani Market 2. 80 Chota India 3. 20 Sona Chandi Ghar Aangan 2. 05 4. 15 Thoda aur Source: Primary data collection through questionnaire Consumers’ preference towards the ethnic theme based markets is analyzed to know the preferred market. This analysis is aimed at developing the market to increase the preference †¢ †¢ †¢ †¢ Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. New introductions in thoda aur market like lamps, candle and fragrances, ayurvedic products etc have grabbed attention of people which gives a lead to introduce more unique and Indian traditional items. Sona chandi market has got a good response. Thus it can be interpreted that fashion accessories in ethnic look are keeping tune with the ethnic garments. As per consumers opinion, Chota India is yet to gain preference may be because of traditional designs that are not preferred more for kids in †¢ comparison to western attractive outfits with cartoon characters Again as per consumers opinion, Ghar aangan is also yet to gain preference may be because of bed sheets, utensils, toys , purchase for rituals like puja ka saaman etc. have pre-existence of established unorganized market. Volume 5 Issue 5 (November 2012) 7 Consumers’ Preference towards Ethnic Products for Three Most Preferred Markets Figure 2 Preference has been Analyzed towards Offerings for Females as Rani Market Source: Primary data collection through questionnaire Fusion wear and Mix & Match are able to attract consumers as it is a new and unique base of ethnic products. As Saari, salwaar kamiz have become a common purchase and many platforms are available to address the demand, preference is found at the moderate level. Figure 3 Preference has been Analyzed towards Offerings for Males as Raja Market Source: Primary data collection through questionnaire In men’s wear traditional wear in the form of Jodhpuri, Chudidar and kurtas along with traditional mojaris have attracted consumers to larger extent Pacific Business Review International 8 Figure 4 Preference has been Analyzed towards Offerings for Thoda Aur Market Source: Primary data collection through questionnaire Full range of Fragrances and Candles & Incense has been introduced by ethnicity store. It has got extra ordinary preference of consumers. Thus it has contributed towards maintenance of Indian legacy Consumers preference towards Aromatherapy Aromatherapy is the use of aromatic plant oils, including essential oils, for psychological and physical wellbeing. Aroma therapists blend therapeutic essential oils especially for each individual and suggest methods of use such as topical application, massage, inhalation or water immersion to stimulate the desired responses. Aroma therapy oils may include : †¢ Peppermint – Digestive disorders †¢ Rosemary – Muscular pains, mental stimulant †¢ Sandalwood – Depression, anxiety and nervous tension †¢ Sweet orange – Depression and anxiety. †¢ Tea tree – Respiratory problems, antifungal, antibacterial and antiviral †¢ Lavender – Headaches, insomnia, burns, aches and pain Ethnicity store has provided the platform for Aromatherapy. Full range of essential oils has been displayed to generate the awareness and preference towards the same. It is aimed at generating awareness towards ayurvedic medicine in the arena of allopath for better and secure treatment. Ethnicity has taken maiden initiative to mould the consumers psychology towards naturopath. (Graph on next page) It can be interpreted from figure-5 that first hand response has been satisfactory with 49% for. Aromatherapy and thus it enjoys the potential to increase the preference in future. The atmospheric of traditional products is supporting the purchase of traditional way of health supplements. The advice and explanation given along with the product has played important role in making realization to go for natural products Volume 5 Issue 5 (November 2012) 9 Figure 5 Preference has been Analyzed for Aroma Therapy Source: Primary data collection through questionnaire Figure 6 Analysis of Consumers’ Satisfaction towards Ethnicity Store: Consumers’ level of satisfaction towards the differentiated offerings has been analyzed. Such analysis is aimed at identifying the most appealing differentiation for future positioning of the store and developing the strategies that may lead to future satisfaction Competitive Assessment Matrix with Mean Rank ( Where 1 is least and 5 is maximum) Regular Organized Retail Formats and Ethnicity Store Consumers’ satisfaction on competitive assessment matrix 0 1 2 3 4 5 4. 05 4. 95 Theme 2. 30 2. 60 Price 3. 25 4. 00 Variety 3. 94 4. 35 Display 4. 00 Experience Source: Primary data collection through questionnaire Keys : Regular organized retail outlets Ethnicity store 5. 00 Pacific Business Review International 10 †¢ †¢ †¢ †¢ †¢. Competitive assessment matrix depicts that ethnicity theme is highly appealing to the people. The differentiation point of giving experience to the consumers than only to provide a platform for shopping is getting correct positioning in the mind set of consumers as it is applauded by consumers with the mean rank of 4. 95. Unique display of ethnicity is highly appreciated by consumers in comparison to regular organized retail formats. On the dimension of variety ethnicity is lagging behind in comparison, the contributing reason may be limited number of Indian brands into each category. As far as pricing is concerned none of the outlets satisfied the consumers expectation. It brings out the fact that price structure is too high. Here opportunity lies with ethnicity store to discriminate pricing strategy to get competitive edge over other formats. It might be feasible to reformulate the pricing strategy due to nationalized brands. †¢ †¢ †¢ †¢ †¢ Suggestions †¢ Major Findings †¢ †¢ †¢ Ethnicity is indeed a revolutionary move towards consumers’ ethnocentrism. National players have also joined hands with the big retailer and accepted the opportunity to address the mass market. Thus it has contributed to a greater extent in providing a wider platform to small retailer of India. Further is has contributed towards generating awareness of ethnic products and brands of allover India which were not noticed by the consumers and importance was not realized by consumers. It is an absolutely unique model into organized retail formats. Everything starting from atmospherics to collection of brands, merchandise display and packaging is uniquely positioned with the nationalized theme. It provides a feel-good factor and thrilling experience to the consumers. Consumers are getting attracted by the theme and getting exposed and penetrated by ethnic products. Today consumers look for fashionable clothes. National brands which were not recognized earlier, have provided a platform of fashion to explore Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. Fusion wear, Mix & Match, Jodhpuri,Kurtas, Chudidars, Mojaris and fragrances ,candles and incense are able to get preference of people. Aroma therapy is able to get good welcome form the consumers. Ethnic designs are getting acceptance in the form of novelty. In all this innovative concept well applauded by consumers as they are getting exposed to all the variety and designs of products of all the corners of India under one roof. †¢ †¢ †¢ More Indian retailers should be motivated to provide huge collection of ethnic products in the categories of mens’ wear and women’s wear to provide more varieties. There is a need to increase the range of aroma therapy offerings to increase the awareness and consumption. Fragrances, candles and incense offerings have brought Indian values back in the preferences. This has showcased a very good business potential as a whole. There is a need to provide more and more offerings into the segment with more and more varieties. Potential revolutions into existing format of ethnicity for India. Format can be expanded by introducing specialties of major states/cities of India †¢ Rajasthan market – Art & craft †¢ Jamnagar market-Bandhani Volume 5 Issue 5 (November 2012) †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Bangalore -Silk garments Chennai- Pearl jewellery Kerala market-Spices Format can be expanded by introducing specialty food of major states/cities of India it may help to give a back shift to the consumer trend which is moving towards western food Gujarati food Punjabi food South Indian food Rajasthani food North Indian food Kathiyawadi food Potential revolutions into existing format of ethnicity for other countries. It has been witnessed that countries are getting specialized into technological innovations but spread of such innovations into the same continent reflects questionable behavior of consumers. Many a times it is because of lack of awareness. Such type of format may provide a common platform to explore the small innovative products at consumer end E. g. European countries. Fashion based Ethnicity- As fashion industry is one of the major growing industries in Europe, all fashion statements can be displayed under one platform †¢ Fashion statement of Italy †¢ Fashion statement of France †¢ Fashion statement of United kingdom Technology based ethnicity- Technical Research. & innovation driven countries, all innovations can be displayed under one platform †¢ Big to small innovative products of Finland †¢ Big to small innovative products of Germany †¢ IT & Renewable technology based products from Sweden †¢ Electric technology innovations of Netherland E. g. Asian Countries 11 Technology based ethnicity. †¢ Robotic technology based innovative small to big products from South Korea & Japan References Crysdale and Bettie, 1973, Retrieved from, http:// www. manifolddatamining. com /html /products/ ethnicmarketing. htm on 15/02/2012 Anuradha Shukla, Ethnic wear market booms in India retrieved from http://wonderwoman. intoday. in/ story/ethnic-wear-market-booms-in-india/1/ 88440. html http://indiatoday. intoday. in/story/ethnic-wear-marketto-grow/1/124981. html retrieved on 06/02/2012 koregaonparkplaza, pune (2011) retrieved from http:// w w w. k o r e g a o n p a r k p l a z a . c o m / s t o r s details. asp? id=77&catid=1&st=1 retrieved on 06/ 02/2012 Runul Vashistha, (2009) retrieved from http:// www. indiar et a iling. com/ R et ailC oncep t _ details. aspx? Id=58 retrieved on 02/02/2012 Pooja nair, (2009). retrieved from http://ahmedabad. metromela. com/Lamps+and+ethnic+ wear+at+. Ethnicity/article/3183 retrieved on 15/02/2012 Shailesh Shah, (2012). Ethnicity: Towards organising ethnic retail, retrieved from http: // www. indiaretailing. com/organising-ethnicretail. asp retrieved on 02/02/2012 http://www. pantaloonretail. in/pdf/ethnicity_karigari. pdf Reference Book Jr. Churchill Gilbert A. , Lacobucci Dawn, Israel D. , (2009),†Marketing Research- A South Asian Perspective†, India Edition, Delhi: Cencage Learning. Additional material Leaflet circulated at ethnicity store 12 Glossary Attar: A fragrant of essential oil typically made from rose petals Ayurvedic: It is a Hindu system of traditional medicine native to India and a form of alternative medicine. Ayurveda can be defined as a system, which uses the inherent principles of nature, to help maintain health in a person by keeping the individual’s body, mind and spirit in perfect equilibrium with nature Bandhani: A process of patterning cloth by tie-dyeing in which the design is reserved on the undyed cloth by tying small spots very tightly with thread to protect them from the dye especially popular in Rajasthan and India Chappal: An item of Indian footwear, similar to a flipflop with a toe strap Chota (India market): Younger, junior child related products. Pacific Business Review International Kundan Jewellery: Kundan is a traditional Indian gemstone jewelry, a method of gem setting in a jewellery piece, consisting of inserting gold foil between the stones and its mount, usually used to create elaborate necklaces believed to have originate in royal courts of Rajasthan and Gujarat. It is the oldest form of jewellery made and worn in India Kurta: A knee-length, collarless shirt worn over pajamas by men in India Mojaris: A style of South Asian handcrafted footwear mostly using vegetable-tanned leatherproduced in India Organized retail: Organized retail has been defined as a network of similarly branded stores with an element of self service Raja (Market): A prince, chief, or ruler related products in India Rani (Market): Indian princess related products Ethnicity: Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification Saree: a dress worn primarily by Hindu women; consists of several yards of light material that is draped around the body Ethnic groups: A group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition Sona-chandi (market)-Gold & silver related products/jewellery Ethnic Marketing: Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a company’s products and services towards the customer’s lifestyles Ghar -aangan (market):Home decoration related products Handicraft: Items made by hand, often with the use of simple tools, and are generally artistic and/or traditional in nature . They are the objects of utility and objects of decoration. Incense stick: It is composed of aromatic biotic materials, which release fragrant smoke when burned Thoda aur (market): somewhat more than the existing here in the context of more than the regular offerings.

English dream to reality

‘I'd like to welcome y'all to the rap states battle where the best freestyles from everywhere around the world have come to compete against the best' the adrenaline rush paced his veins as the enormous, high pitched voice from the Rap Battle host announced the welcome. The crowd cheered as a shiver ran up his spine, this was the chance for Shorty to gain his respect as a known MC. Round one and up went the first contestant, up against one of the best, Nas, the challenger was practically chewed up and spat out. Now Shorty was getting weary, he began to see what would happen to him if he failed. ‘Give it up for my main man Shorty! ‘It was now Shorty's turn, as he walked up to the stage the microphone was put to his mouth and the crowd in their thousands were shouting ‘choke, choke, choke' at that same moment Shorty threw back the microphone in disgust, he had ruined it all, there was no chance of him becoming a known MC around the world. It was now the champs turn, after a few long agonising minutes, the crowd roared out with cheers Shorty had been put down like a dog. It was now or never Shorty's whole rap career depended on this, he decided to have another go, again the crowd shouted ‘choke, choke, choke' As Shorty starred at the hating crowd the stage went quite, suddenly the silence was broken ‘Blood I aint hating on you, so why you hating on me? ‘ Shorty had words spilling out of his mouth like water running out of a tap, hope now turned into anger and anger into words, the words being expressed were very strong and passionate. After a long 30 seconds of pure MC'in the battle was over, now all Shorty could hope for was fate being on his side. Put your hands together for my man Nas! ‘ loud cheering from the crowds of thousands and thousands of people were ringing inside of the ears of Shorty. ‘Now put your hands together for Shorty! ‘ silence. ‘I know many of you have come here tonight to see young MC's being ripped apart but I am glad to say we have a new Champ, it's the one and only tongue twisting Li-‘ The piercing sound of the fire bell was ringing inside the head of Shorty, his head was a big church bell banging side to side. Ahh,' he gave a little scream and then began to scream ‘I won' repeatedly as he came back to the light of reality from his dream. The class suddenly turned to face him, a long silence hovered over the cold, dull classroom this was soon broken by the bellowing voice of Mr Crankbrook, ‘Pardon? What did you say? ‘ Here sat the greatest MCing lyricist. Shortys head went from pale and dead to a bright hot red as he had the loud voice of Mr Crankbrook's shouting spinning around his head doing circles. Shorty replied in complete confusion with a simple grunt and shrugged his broad shoulders. As the lesson progressed, Shorty's ball of anger against Mr Crankbrook for his embarrassing outbreak raged deep within him. For the remaining part of the lesson Shorty stared aimlessly at the ceiling. ‘Are you ready to die? ‘, ‘No, p-please gimme one mo chance' cried the tall shady man who was practically on his knobbly knees begging. ‘I gave you many chances Crankbrook, you chose to blow them back in my face! ‘ ‘Shorty†¦ Nooo! standing coolly and calm, Shorty, in his ice white suit lit a cigar, seconds later he laid a long grubby finger on the trigger of his P90 Rugar, Cranbrook looked at the gun in disgust, a shot was fired, in a slow motion the 9mm bullet came out of the gun like a spitting snake and the surrounding went dead a split second after the gun shot a finger of lightening lashed out aimlessly in the dark night sky. Crankbrook who was now dying from lack of blood breathed his last breath a further eight ear splitting gun shots were fired simultaneously which drained away the screaming of Cranbrook. In a deep cold voice Shorty muttered his final words ‘Whats mines is mines, what's yours is mines, sometimes people tend to forget that' the final gunshot was fired. The atmosphere of the scene died down and Shorty dropped down on his knees as his conscience came crawling back to him, Shorty, now the most respected thugs of LA, sat on the damp grass in disbelief to what he had just done. ‘Haha†¦ Shorty you just wet yourself you just wet yourself! ‘ shouted a boy passing, ‘what? Shorty replied ‘Get outta my way home boy, I want my food' exclaimed the plump, Dennis the menace look alike boy, pushing Shorty out of the lunch line. Shorty grasped his money in his hand with a firm grip and clenched his fist. The boy, a waddling pig, then squealed out, ‘gimme your lunch money' and shorty gave up his money within seconds not considering the fact that he could say no. for the rest of the day Shorty thought about what had happened and how stupid he had acted to give up his lunch money, ‘Get out my way shouted a passenger walking by' and moments later Shorty found himself in a big puddle of murky mud. Shorty looked at the computer shop and saw the new computer hacking game for his games console he wanted for a mighty long time. ‘Shorty we got someone tryin' to hack into our server, they go by the name-‘ ‘I aint got time for this' butted Shorty ‘but sir' ‘but nothing end of discussion' Shorty took control straight away. ‘Lets get down to business men' Shorty picked up a remote control and moved swiftly across the gigantic table, he clicked a button and the coughing of the room of hackers got drained away by the sound produced by the presentation. Shorty began to explain their assignment, ‘right my fellow hackers we are going to have to act quick on this, the government of the white house are planning to get rid of peer to peeer networking and it is up to us to prevent this' a big dark haired man wearing a jet black cape like coat spurted out, ‘Sir don't you think this is a bit, well way out of our league' a streak of sweat dropped slowly down Shorty's face as he snapped ‘Hush, impossible is nothing' as the long hours passed the hackers became weary and tired. I've found something, I've Found something,' shouted Neo. The specifications of the governments' computers showed that they had a total of 100 firewalls, this meant the the hacking team had to act quicker. ‘Use Denial of System to hack into the main framework of the computers, I'll write a backdoor Trojan for remote access to the generic host' explained Shorty as he wiped his sweaty forehead with a hankerchief, who was working the hardest he had ever worked before. After a stressful three quarters of an hour of death defying hacking, the team finally got through the hundreds of security software that was holding the precious government documents. This was time for Shorty to shine, he began writing his backdoor Trojan after a realm of debugging and source code writing the Trojan was complete and it was time. The Trojan began to do its works. Success the intense moment broke into cheers of laughter, ‘98% of downloading content complete†¦. as the percent downloaded gradually increased the crew became more uptight, finally 100% complete. Shorty, Neo and Morpheus the first to ever hack into the White House stood staring amongst each other. ‘Kid, you aiite? ‘ asked a concerned stranger, Shorty starred ahead of him into the busy street and saw the reflection of the moon on the wet, damp road, ‘I'm fine' he replied, and then continued to gaze into the night sky.