Michelin

The key stakeholders with n interest In the partnership are listed below. We observe that the stakeholders, as a group, pursue both Individual and social/collective Interests: 1) Michelin: interested In securing a sustainable supply of skilled workers to fill as many as 1000 newly-opened jobs in the years to come. 2) The First Nations members in Nova Scotia, as represented by bodies such as the Confederacy and the Union: interested in employment opportunities, greater access to – and acceptance in – the mainstream workforce, and elimination of social stigmas and racism. ) Governments of Canada (API) and of Nova Scotia (Office of Aboriginal Affairs): mineral and Indirect Interest In the wellbeing of Its citizens, their obtainment of relevant education, and their positive participation in the social, work and economic life of the province. As Jim Morrison, we would carry out, or strongly push for, the following actions: Internal resistance – Morrison needs to prepa re the internal workforce for the arrival of Aboriginal team members. Michelin staff – at all levels – need to be sensitizes about Aboriginals' key role in the plants' continued success.Michelin also has to enforce a zero-tolerance policy regarding workplace circumstantial New recruits could be enrolled Into a cross-cultural â€Å"buddy system† with another open-minded, experienced worker. Recruitment & training – Michelin has to change its recruitment philosophy and its WAS test. We look to Southwest Airlines: Hire for attitude, train for skill. Michelin should hire for potential and motivation in applicants, not for particular pre-acquired skills. This would likely imply a greater training budget for newly-hired workers. Michelin also needs to streamline the application process and to use recruitment â€Å"ambassadors†.Key ambassadors are, for example, the employment officers in Aboriginal reserves: Michelin needs to maintain close ties with thes e individuals, and make sure that they have all the tools (information, paperwork, etc. ) to perform their role. In addition, Michelin should offer generous incentives for employees who recruit others in the Aboriginal population (akin to a push marketing strategy). Finally, Michelin should partner with a local college to offer a fast-track course designed to provide the very basic requirements for Michelin applications. (We refer, for example, to Microsoft's initiatives. Passing this course successfully would guarantee a job offer from Michelin. Image – Michelin needs to change its image with First Nations. It has to get its employment success stories out the local media and make the company seem more approachable. It could promote a few local plant â€Å"heroes† that underemployed Aboriginals would identify with. Transparency – Michelin needs to assess the trade- offs of corporate secrecy vs.. labor needs. We believe that the possible labor scrolls lustiest le aning towards openness. Everyone Knows Tanat Mellon Is milling: now sensitive are its projections – really? Who else is competing for this labor?What is the truly critical corporate information? Goals – Michelin has to fix tangible hiring targets. Proponents of affirmative action often say that you need a critical mass of designated minorities (e. G. In a university) to stimulate a natural influx of successful applications. This may be true with Michelin Aboriginal partnership. Michelin should therefore set specific hiring targets and commit to meeting them, even if this requires some reasonable rule bending. As we understand the dynamics of Michelin labor market, no qualified worker is being turned away: no one would be able to suggest that Aboriginals are â€Å"stealing Jobs†.

Numerical Analysis of Soil-Structure Interaction at Seismic Fault Pulses

Numeric Analysis of Soil-Structure Interaction at Seismic Fault Pulses Abstraction—Numeric analysis of soil–structure systems at seismal mistake pulsations has investigated. Vibration transmissibility of the soil–structure interaction has analysed for super-structures with different aspect ratios positioned on assorted dirt types and different foundations have studied. Soil construction interaction with geometric nonlinearity has been considered with forward directionality and fling measure types of mathematical seismal mistake pulsations. It has been analyzed that nonlinear SSI is tend to magnify the acceleration responses when subjected to low frequence incident pulsations below normalized threshold frequences. These thresholds associate with dirt categorization, so that different dirt type has assorted shear moving ridge speed. With increased shear wave speed of the implicit in dirt makes the threshold frequence additions. Keywords—Nonlinear soil–structure interaction, response analysis, seismal mistake, land daze, swaying isolation.IntroductionSHOCK and quiver isolation reduces the excitement transmitted to systems necessitating protection. An illustration is the interpolation of isolators between equipment and foundations back uping the equipment. The isolators act to cut down effects of support gesture on the equipment and to cut down effects of force transmitted by the equipment to the supporting construction. Isolators act by debaring and hive awaying energy at resonating frequences of the isolation system, thereby diminishing force degrees transmitted at higher frequences. The dampers act by dispersing energy to cut down the elaboration of forces that occur at resonance [ 1 ] . The chief thought in basal isolation is to cut down the seismal responses by infixing low–stiffness, high–damping constituents between the foundation and the construction [ 2 ] . This manner, th e natural period and damping of the construction will be increased, which can cut down the responses of the superstructure, particularly inter–story impetuss and floor accelerations [ 3 ] . Alternatively, base supplantings in those systems, particularly under near–fault land gestures, are increased [ 4 ] . The first concerns about this issue were arisen after 1992 Landers and so 1994 Northridge temblors, where long–period pulse–type land gestures were observed in near–fault records. Evidence show that temblor records in near–field parts may hold big energy in low frequences and can do drastic responses in base stray constructions [ 5 ] . Past surveies in the literature reveal that nonlinear soil– construction interaction ( SSI ) including foundation upheaval and dirt output can exhibit basal isolating effects due to hysteretic damping of the implicit in dirt. These effects can be important during strong land gestures when the superstr ucture is mounted on a shallow foundation with sufficiently low inactive perpendicular burden bearing safety factor [ 6 ] . On the other manus, geometry of the superstructure should besides enable the swaying gestures of the foundation to emerge as a singular manner of quiver in seismal public presentation of the soil–structure system. In such status, the so–called inverted–pendulum constructions [ 7 ] can profit from energy absorbing capacity of the implicit in dirt viz. swaying isolation. This context motivated Koh and Hsiung [ 8 ] , [ 9 ] to analyze base isolation benefits of 3D rocking and upheaval. In their surveies, three–dimensional cylindrical stiff block rested on a Winkler foundation of independent springs and dashpots were examined. They compared response of the theoretical account under earthquake–like excitements when the foundation was allowed to elate versus no–uplift status. It was concluded that curtailing upheaval can prese nt higher emphasiss and accelerations inside the construction. The purpose of this paper is shock response analysis of the soil– construction systems induced by near–fault pulsations. Vibration transmissibility of the soil–structure systems is evaluated utilizing daze response spectra ( SRS ) . An in–depth parametric survey is conducted. Medium–to–high rise edifices with different aspect ratios every bit good as foundations with different safety factors located on different dirt types are studied. Two types of near–fault land dazes with different pulsation periods every bit good as pulse amplitudes are selected as input excitement. Linear versus nonlinear SSI status are considered instead and the corresponding consequences are compared. II. N UMERICAL MODEL The soil–structure system modeled in this survey consists of multi–story constructing constructions based on surface mat foundation located on dirt medium. Numeric theoretical account subjected to near–fault land dazes is schematically illustrated in Fig. 1. A. Superstructure Shear edifice theoretical accounts are most normally used in research surveies on seismically isolated edifices. To this purpose, a generic simplified theoretical account is created to stand for a category of structural systems with a given natural period and distribution of stiffness over the height [ 10 ] . In this survey, the superstructure is a 3D shear constructing habitue in program and height to avoid the effects of geometrical dissymmetry. Requirements for including near–field effects are considered harmonizing to ASCE7–10 [ 11 ] . Dead and unrecorded tonss are assumed 600 and 200kg/m2, severally. The narrative tallness of 3.0mand figure of narratives equal to 10, 15, and 20 are selected in order to stand for medium–to–high–rise edifices that can rationally hold shallow foundations on different types of dirt medium. First–mode natural periods of fixed–base construction are 1.0, 1.5, and 2.0sfor 10– , 15– , and 20à ¢â‚¬â€œstory edifices, severally. These natural periods are consistent with approximative cardinal period expressions introduced in ASCE7–10. The analyses have been performed utilizing OpenSEES package [ 12 ] . Rayleigh theoretical account with muffling ratio equal to 5 % of critical damping is assigned to the superstructure. In this instance, superstructure elements are assumed with no ductileness and P–Delta geometrical nonlinearity is included. FIG 1 B. Interacting System The interacting system called infrastructure consists of soil– foundation ensemble which induces base–isolating effects to the construction. The foundation is a square mat with thickness of 1.0, 1.5, and 2.0mfor 10– , 15– , and 20–story edifices, severally. Brick elements are used to pattern the foundation. Dimensions of the foundation program were designed harmonizing to perpendicular burden bearing capacity of dirt medium. Therefore, different foundation program dimensions are calculated sing to different dirt types every bit good as different safety factors. The foundation is assumed to be inflexible and no embedment is considered in this survey. In order to see dirt effects, four types of dirt media with a broad scope of shear–wave speed (Volt) were considered to cover soft to really heavy dirt in conformity with site categorization introduced in ASCE7–10 [ 11 ] . The dirt is considered as a homogeneous half–space medium and is non modeled straight in this survey. Simplified theoretical accounts are used to enforce substructure effects including dirt flexibleness, radiation damping, tenseness cut–off, and dirt output on the foundation. The horizontal ( sway ) electric resistances can be straight obtained utilizing Cone theoretical account expressions [ 13 ] . However, swaying and perpendicular electric resistances, because of part of foundation upheaval and dirt output nonlinear effects, could non be straight calculated utilizing lumped theoretical account in perpendicular and rocking waies. In perpendicular and swaying waies, the foundation country is discretized over a sufficient figure of nodes. The discretization of foundation program country has been done in conformity with so–called subdisk method recommended by Wolf [ 14 ] to cipher perpendicular and swaying dynamic electric resistance of dirt. In order to allow the foundation upheaval and dirt output phenomena contribute in finite component mold of soil–structure system the perpendicular nonlinear elastic–perfectly fictile spread stuff is assigned to the perpendicular contact elements. FIG 2 III. MATHEMATICAL NEAR–FAULT PULSES Idealized pulsations, used in this survey, are described by sinusoidal maps proposed by Sasani and Bertero every bit good as Kalkan and Kunnath that represent fling measure and frontward directionality type of land gestures [ 15 ] , [ 16 ] . The mathematical preparations of the acceleration clip history of fling–step and forward–directivity pulsations are presented in ( 1 ) , and ( 2 ) , severally. Fling–Step Pulse whereCalciferoldenotes the maximal amplitude of the land supplanting derived by dual clip integrating of land acceleration, ( )Ta, and so T andThyminedenote pulse period and pulse reaching clip, severally.IPulse amplitude and pulse period are the two cardinal input parametric quantities of the idealised pulsation theoretical accounts. In this research, pulse–to–fixed–base construction period ratio (ThymineT ) is assumed to fall within 0.5 to 2.5. Within this scope, existent near–field records can be replaced by idealised pulsations and outstanding belongingss of structural response are captured with sensible estimate [ 17 ] , [ 18 ] . Furthermore, pulse amplitude matching to different excitement degrees varies from moderate to really strong land gestures in this survey. For this intent, peak land speed ( PGV ) varies from 20 to 220cm/sto stand for moderate to really strong land gestures, severally. In this survey, unidirectional excitement is exerted to th e base when the simplified pulse theoretical accounts of fling measure and forward directionality are used. IV. PARAMETRIC STUDY It is good known that the response of soil–structure system depends on geometric and dynamic belongingss of the construction and the beneath dirt. These effects can be incorporated into the studied theoretical account by the undermentioned non–dimensional parametric quantities [ 19 ] , [ 20 ] : where a0,hole,Hydrogen,Volt,Strontium, andBacillusbase for non– dimensional frequence, round frequence of the fixed–base construction, superstructure tallness, shear–wave speed of dirt, slenderness ratio, and breadth of the superstructure, in the same order. Non–dimensional frequence parametric quantity,a0, is introduced as an index for the structure–to–soil stiffness ratio. In this survey, this parametric quantity is assumed 0.25, 0.5, 1, and 2 to cover different degrees of dirt flexibleness. Harmonizing to ( 1 ) , the a0 peers to 0.25, 0.5, 1.0, and 2.0 is matching to shear–wave speed of dirt 754, 377, 188, and 94samarium, severally. Sing to ( 4 ) ,Strontiumparametric quantity bases for slenderness of + [ ] T + + the superstructure. In this paper, values of 2 and 4 are assigned toStrontiumparametric quantity in order to stand for low every bit good as highaandStrontium, are typically considered as the cardinal parametric quantities of the soil–aspect ratio. These two mentioned parametric quantities, 0structure system [ 19 ] . Besides, with respect to nonlinear SSI incorporated in this parametric survey, the undermentioned non– dimensional parametric quantity is besides considered: whereNitrogen,uouN, andSFdenote the dirt bearing capacity under strictly perpendicular inactive burden, the perpendicular applied burden, and factor of safety against perpendicular burden bearing of the foundation, severally.Degree fahrenheitis set equal to 1.2, 1.85, and 2.5 to stand for severely–loaded, instead heavily–loaded, and instead lightly–loaded foundations, severally [ 21 ] . For daze response analysis of the soil–structure system, maximal response acceleration at a givenIth narrative (MRA) is defined as time–domain utmost value of absolute response acceleration of theIth floor. Peak value ofMRAiialong tallness of the construction is defined asPMRA. This index is compared in two alternate linear every bit good as nonlinear SSI status as introduced in Fig. 2. In 2nd instance, foundation upheaval and dirt output is permitted during dynamic time–history analyses. Comparison of the two SSI status reveals swaying isolation effects of foundation upheaval and dirt output on commanding accelerations transmitted to the superstructure when subjected to near–fault land dazes. To quantify the rocking isolations effects of nonlinear SSI on commanding familial accelerations, the undermentioned index is defined: whereqacceldenotes maximal response acceleration ratio which is equal toPMRAat nonlinear SSI status,( NLSSI ) PMRA ( LSSI ) PMRAdivided by the same value at additive SSI status, . V. S HOCK RESPONSE SPECTRA ( SRS ) OF THE SOIL–STRUCTURE SYSTEMS Vibration transmissibility of the soil–structure systems is evaluated in this subdivision utilizing daze response spectrum. As illustrated in Figs. 3 and 4, the ordinate of each SRS curve represents theQratio as introduced in ( 6 ) . The abscissa T/Tof the SRS represents the ratio of the excitement pulsation continuanceaccelT to the natural periodThymineof the swaying isolation ( or natural period of swaying response of the foundation ) . Almost 16000 clip history analyses are performed in this survey. Consequently, the SRS braces with uninterrupted and dash lines in Figs. 3 and 4 represent mean and standard divergence ( s ) of the primary SRS curves ensemble, severally. The SRS braces are plotted with regard to different incident pulsation periods t to demo the consequence of daze strength. In Fig. 3 the consequence of dirt type on quiver transmissibility of the soil–structure systems is investigated through comparing SRSs for different values ofa, ( 3 ) . The consequences show that nonlinear SSI is likely to magnify the acceleration responses when subjected to long–period incident pulsations with0normalized period T/Ttranscending a threshold. It is shown that this threshold T/Tcorrelatives with dirt type. In more precise words, whenalessenings ( i.e. at more dense sites ) the threshold T/Tmoves to left as displayed in Fig. 3. For case, 0 the incident pulsation with normalized period greater than the threshold, T/T= 1.25, leads to response elaboration in a 10–story edifice located on really heavy site (a=0.25 ) . On the other manus, comparing single SRS curves on each graph of Fig. 3 reveals that increasing the land daze strength consequences in steeper inclines of SRSs. This fact shows that nonlinear SSI is more activated topic to incident pulsations with greater amplitudes. In Fig. 4 the consequence of incident pulsation type on quiver transmissibility of the soil–structure systems is examined through comparing SRSs of frontward directionality versus fling measure pulsations. The consequences show that long–period frontward directionality pulsations can ensue in important response elaboration, particularly when the pulse amplitude intensifies. In contrast, nonlinear SSI topic to short–period frontward directionality pulsations with high amplitudes can cut down the acceleration responses down to about 50 % for the 15–story edifice as presented in Fig. 4. In add-on, the two graphs of Fig. 4 depict that quiver transmissibility of nonlinear SSI is more period–dependent topic to send on directionality pulsations compared to fling measure land daze. VI. C ONCLUSION This paper concerns shock response analysis of the soil– construction systems induced by near–fault pulsations. To this terminal, quiver transmissibility of the soil–structure systems is evaluated utilizing daze response spectra. An in–depth parametric survey including about 16000 clip history analyses are performed. Medium–to–high rise edifices with different aspect ratios every bit good as foundations with different safety factors located on different dirt types are studied. Two types of near–fault land dazes, i.e. forward directionality and fling measure pulsations, with different pulsation periods every bit good as pulse amplitudes are selected as input excitement. Linear versus nonlinear SSI status are considered. Maximal response acceleration ratioQ is selected as quiver transmissibility index in additive compared to nonlinear SSI status. The consequences show that nonlinear SSI is likely to magnify the acceleration responses when subjected to long–period incident pulsations with normalized period T/Ttranscending a threshold. This threshold T/Tcorrelatives with dirt type, so that increasing shear–wave speed of the implicit in dirt, the threshold T/T lessenings. On the other manus, addition in land daze strength consequences in steeper inclines of SRSs, i.e. greater period dependence. Furthermore, comparing SRSs of frontward directionality versus fling measure pulsations reveals that long–period frontward directionality pulsations can ensue in important response elaboration, particularly when the pulse amplitude intensifies. In contrast, short–period frontward directionality pulsations with high amplitudes are significantly isolated. In add-on, quiver transmissibility of nonlinear SSI is more period–dependent topic to send on directionality pulsations compared to fling measure land daze. MentionsPiersol, A. G. , and Paez, T. L. , â€Å"Harris’ Shock and Vibration HandboOklahoma, † 6Thursdayed. , McGraw–Hill, New York, 2010.Skinner, R. I. , Robinson, W. H. , and McVerry, G. H. , â€Å"An debut to seismic isolation, † Wiley, Chichester, England, 1993.Naeim, F. , and Kelly, J. M. , â€Å"Design of seismal stray constructions: From theory to pattern, † Wiley, Chichester, England, 1999.Hall, J. F. , Heaton, T. H. , Halling, M. W. , and Wald, D. J. â€Å"Near–source land gesture and its effects on flexible edifices, †Earthquake Spectra, vol. 11, no. 4, pp. 569– 605, 1995.Heaton, T. H. , Hall, J. F. , Wald, D. J. , and Halling, M. V. , â€Å"Response of high–rise and base–isolated edifices in a conjectural Mw 7.0 blind thrust temblor, †Science, vol. 267, pp. 206–211, 1995.Anastasopoulos, I. , Gazetas, G. , Loli, M. , Apostolou, M. , and Gerolymos, N. , â€Å"Soil failure can be used for sei smal protection of constructions, †Bulletin of Earthquake Engineering, vol. 8, pp. 309–326, 2010.Housner, G. W. , â€Å"The behaviour of upside-down pendulum constructions during temblors, †Bulletin of seismological society of America, vol. 53, no. 2: pp. 403–417, 1963.Koh, A. , and Hsiung, C. , â€Å"Base Isolation Benefits of 3–D Rocking and Uplift. I: Theory, †ASCE Journal of Engineering Mechanicss, vol. 117, no. 1, pp. 1–18, 1991.Koh, A. & A ; Hsiung, C. â€Å"Base Isolation Benefits of 3–D Rocking and Uplift. II: Numeric Example, †ASCE Journal of Engineering Mechanicss, vol. 117, no. 1, pp. 19–31, 1991.Alhan, C. , and Surmeli, M. , â€Å"Shear edifice representations of seismically stray edifices, †Bulletin of Earthquake Engineering, vol. 9, pp. 1643–1671, 2011.ASCE/SEI 7–10, â€Å"Minimum Design Loads for Buildings and Other Structures, † Published by American Society of Civil Engi neers, 2010.Fenves, G. L. , Mazzoni, S. , McKenna, F. , and Scott, M. H. , â€Å"Open System for Earthquake Engineering Simulation ( OpenSEES ), † Pacific Earthquake Engineering Research Center, University of California: Berkeley, CA, 2004.Wolf, J. P. , and Deeks, A. J. , â€Å"Foundation Vibration Analysis: a Strength–of–Materials Approach, † Elsevier publications, 2004.Wolf, J. P. , â€Å"Foundation Vibration Analysis Using Simple Physical Models, † Englewood Cliffs ( NJ ) : Prentice–Hall, pp. 293–307, 1994.Sasani, M. , and Bertero, V. â€Å"Importance of terrible pulse–type land gesture in performance–based technology: historical and critical reappraisal, † inProc. of the 12th universe conf. on temblor technology, New Zealand, no. 8, 2000.Kalkan, E. , Kunnath, S. K. , â€Å"Effects of Flinging Step and Forward Directivity on Seismic Response of Buildings, †Earthquake Spectra, vol. 22, pp. 367–390, 2006.Alavi, B. , and Krawinkler, H. , â€Å"Behavior of minute defying frame constructions subjected to near–fault land gestures, †Earthquake Engineering and Structural Dynamics, vol. 33, pp. 687–706, 2004.Sehhati, R. , Rodriguez–Marek, A. , ElGawady, M. , and Cofer, W. F. , â€Å"Effects of near–fault land gestures and tantamount pulsations on multi– narrative constructions, †Engineering Structures, vol. 33, pp. 767–779, 2011.

Personal Statement Example | Topics and Well Written Essays - 750 words - 25

Personal Statement Example Secondly, information is the starting, but not the finish point for critical thinking. Knowledge creates motivation, without which person cannot think critically. To generate a complex idea, you need to rework a lot of facts, ideas, texts, theories, concepts. The ability to think critically has anyone at any age, not only students, but even first-graders accumulate enough experience and knowledge. Of course, the children `s ability to think will still be improved with training, but even kids are able to think critically and quite independently. Speaking about the practical side of this issue, I would like to cite as the example driving a car. In fact it is a complex skill that is not howling, like the ability to ride a bike. Before I got behind the wheel, I had to pass a certain theoretical training. It did not required to memorize certain rules, but it was preferable to understand exactly how they work, where and why they are applied. The beginner, who is driving the first time, makes hundreds of unnecessary movements, because he has no necessary skills. During training I got them, but it was forbidden to ignore the instructions instructor. From the point of view of experienced driver each situation on the road is unique in some extent and requires the driver to take quick and optimal solutions. Often the conflict may be solved not in one way, but two, three or more, starting from the selection of the route, speed, and direction of the detour. It requires to time to evaluate the traffic situation in whole with all its con sequences. In each level of studying there is a complex area of skills based on elementary actions. You must go to the macro level to achieve real results. Similarly, in critical thinking we rarely make only one elementary thing. Thus we have to combine or use a lot of the basic skills of critical thinking. Even reading can be called an activity on macro level. When we read, we

Topical summery of the movie Moolaade Essay Example | Topics and Well Written Essays - 1000 words

Topical summery of the movie Moolaade - Essay Example Since he was an artistic filmmaker, in his film he realized that his dream of unifying Africa was essential and it was what the political leaders had still not produced (Rapfogel & Porton, 2004, pp. 201). The film focuses on the injustice of female genital circumcision (FGC). The film shows six girls that have ran away from a purification ceremony from which four seek refuge with Colle Ardo Gallo Sy because they do not want to be circumcised and Colle had not allower her daughter to be circumcised in the past. The other two of the girls have been thought to have run away to the city. This is about the modern day village of Africa where the genital mutilation of females is rather a culture and tradition that has been coming along since many years. Colle is the hope of the girls as she refused her daughter to be drawn through the painful procedure and she creates a moolaade which is a protection place. She makes the place by putting some yarn across the compound entrance where she and her husband lives; along with his other two wives. Her hostility brings out the tension which comes out episodically to maintain the social stability. Moolaade is the French name given to the study of the social relations in the African village. According to the people of the village, she has something going on in the ancient spell which is the Moolaade. No one could harm those four girls until they were under the protection of Colle, and those who tried would suffer bad things. The spell could be broken by Colle only by saying the words that are right. However, while Colle was working on these developments, the women who were responsible for the mutilations saw her as a threat. On the other hand, the film shows that the other people from the tribe are rather worried about the changes that would affect their village life. There were many anthropological insights which suggested important facts such as man’s higher authority over women, older brothers have dominance over the y ounger ones and the first wife has higher authority over the second wife etc. These traditional factors are eroding away due to the influences. The older people of the tribe are campaigning against these influences and so they take away the radios from women to stop them from accessing to modernized ideas coming from the outside world. The women are angry and one of them says â€Å"they want to lock up our minds†. The men have tried hard but it seemed that they could not completely take away the outside influences. Many modern ideas came to the village through people like traveling salesmen. The salesman brought many modern items in the village like candies, batteries, food and sneakers. The prices of these are high and he is a womanizer as considered by many. Amasatou informs him about her marriage to the heir of the tribal throne, when she goes to pick things for her mother, who is in Paris currently but is going to be back to the village. She and her grandmother carried ou t a spending spree charging the costs to the heir of the throne that she is about to wed. Sembene has been known as the father of the African cinema and this movie was directed by him at the age of 81. At this age Sembene had all the experience and power to engage in a heroic masterpiece that he produced. He had a clear storytelling style which was presented in this film as well. The character of Colle was a heroic character which sent waves to the whole community about a never seen change. She is a strong

HI 325C The Frontier Essay Example | Topics and Well Written Essays - 1000 words

HI 325C The Frontier - Essay Example Kit Carson uses those virtues and skills to overcome challenges and hardships in the Rocky Mountains. One, he uses his keenness to protect himself and other traders. One instance when Kit Carson’s promptness of action is tested is the night when an inexperienced guard alerts them of invading Indians. Kit Carson is seen to be on his feet in an instant with a pistol on his hand (Abbott 12). It is asserted that the loss of a single second may give an enemy the opportunity to launch its attack and disappear in the dark night. Kit Carson reacts quickly and shoots his mule. Nevertheless, it is a false alarm. Two, his persistence enables him to hunt for food and find a suitable location to set camp. Carson travels for over fifty miles with his mule and horse, looking at every stream and creek, being on the lookout for any indication of a beaver. Kit Carson selects a location for his camp after travelling past a meandering stream circling through the centre, which he believes has a la rge number of beavers (Abbott 17). Finally, his acquaintance of the Spanish language becomes a beneficial investment to him. It enables him to retain everything that the expert ranger of the woods convey in respect to the topography of the Far West, the challenges to be encountered, and the ways of dealing with them. Part 2 Last of the Mohicans This part will discuss whether the movie Last of the Mohicans portray the Trans-Appalachian frontier of the 1750s as a bloody â€Å"no-man’s-land† between clashing empires, or as a â€Å"middle ground† in which settlers and natives interact peacefully and exchange culture on equal terms. It will also evaluate whether it portrays Indians as bloodthirsty and savage or as peaceful and virtuous, and look at how the British and French officials in this film differ in their attitude toward Indians and colonial settlers. The movie portrays the Trans-Appalachian frontier of the 1750s as a bloody â€Å"no-man’s-land† between clashing empires. From the start of the movie there is a battle for the control of colonial America by the French and British troops. The British troops seek military assistance from a number of Native American war groups who are not willing to leave their residence undefended. As the French and British soldiers fight for the control of the North America, the natives and the settlers are compelled to take sides. In recruiting Native Americans for their military battles, the

Oedipus the King an Analysis of the Tragedy Essay

Oedipus the King an Analysis of the Tragedy - Essay Example This essay approves that the most important feature of a tragedy is the plot according to Aristotle. The plot is the way the incidents are arranged and presented to the audience. It must be whole, with a beginning, middle and end. The beginning should give an indication of the cause-and effect chain .We see this in the first scene of ‘Oedipus’ where the people have come to him to save them. The middle or ‘climax’ as it is called now, must be caused by earlier action and it must lead to further complication. The end, or ‘denoument’ must be caused by earlier events, resolving the complication.’ Oedipus’ has a climax caused by his actions and a final denoument. This paper makes a conclusion that ‘Oedipus the King’ with its use of dramatic irony and ability to arouse powerful emotions and its perfect blending of the elements of Apollonian and Dionysian, is the perfect example of a tragedy according to Plato, Aristotle and Nietzsche. According to Plato, it is a drama which extols uncontrolled emotions in the spectators, without contributing to rationa thought. According to Aristotle, who disagreed with Socrates’ theory, Greek tragedy especially ‘Oedipus the King’ is the perfect example of the form. According to Nietzsche, ‘Oedipus the King’ combines both Apollonian and Dionysian elements, with its chorus and structure, thus lifting the spectators to heights of ecstasy culminating with the oneness of Being.

Science for Informed Citizens Essay Example | Topics and Well Written Essays - 1750 words

Science for Informed Citizens - Essay Example A fundamental goal for science education is to stimulate, respond to and nourish such curiosity, wonder and questioning. Science provides us with one view of the world - a view that changes as our knowledge and understanding of science evolves. It extends our understanding beyond what affects us to include what we can't see, feel, hear or touch but can only imagine (VELS Science Discipline Strand, 2005) If a nation's best asset is its people, its future is its children. Hence, the major goal of science education is to educate and develop students that would become citizens capable of engaging in an informed debate regarding science and adheres to its code of ethics. The core values of science to society are: rationality, creativity, the search for truth, and an adherence to codes of honorable behavior. (Inter Academy Council, 2007) In addition, science is viewed or characterized as: impartial, neutral and autonomous. Science is impartial because there is no proper role for moral, social and any other non-cognitive values, alongside the cognitive (or epistemic) values, in the appraisal of the soundness of scientific understanding. Well conceived scientific practices produce a body of understanding that is neutral among contending value-outlooks that neither cognitively nor in practical applications do they favor the claims or interests of any particular value-outlooks. Its research practices are autonomous because their methodologies should be unencumbered by political, religious and other non-cognitive interests. (Lacey, 2001) Given its value and characteristics, the pursuit for science is defined or governed by its environment. Science in combination with technology plays an important role in modern society. Science is the discovery and explanation of nature. Once the manipulation of scientific understanding of nature is harnessed for human purposes, a new technology is developed. How this technology is harnessed is defined by social and cultural factors that surround it. Hence, science and technology are rooted in the society which creates them (Webster, 1991). If people learn and understand the value of science in order to enhance knowledge and productivity, the collective role of all citizens will help sustain a nation's growth and development. The imagination and vision that science brings to bear on theoretical speculations and practical problems, allows people to analyze present or future implications, make better choices, and invest resources wisely. This view and understanding of science brings global implications. Western science has a long history of denigrating knowledge and beliefs from native, indigenous, eastern cultures, and societies that use scientific methods outside their accepted ways and ethics. This are generally attributed to the traditional values and cultures of these nations which differ significantly from the values of mainstream science. (James, n.d)

Project Analysis and Planning, Project Execution, Project Monitoring Essay

Project Analysis and Planning, Project Execution, Project Monitoring and Control, Project Risk and Change Management - Essay Example They have helped most of the biggest brands in the world acquire huge profits. Some of these brands are Ducati, Revion, Southwest Airlines and the New York stock exchange. High standards are set by the Board of Directors for personnel at VMware creating room for acquiring the best results. The Board follows a set of guidelines that are in the company’s best interests and within the laws set in place in the United States of America. (VMware.Inc, 2014) Virtualization software has four main objectives. Use of more hardware resources than before, reduction in cost of management and resources, improves flexibility of businesses, security and downtime. Earlier, hardware resources were not being put to full use. Computers could be hooked up to different servers but through using virtualization infrastructure, computers can be hooked to one main server and still perform operations efficiently. In fact, computer operations become more efficient. Resource and Management costs are reduced when businesses use a virtualized system. Creating more room for physical computer servers in organizations is eliminated due to the fact that a virtualized system accumulates very little room as the system acts as one physical server for all computers in the organization. Therefore, costs for creating more room are eliminated. (AJ Muller, 2005) Flexibility of businesses is achieved when using virtualization through elimination of cost used to set up space for additional computers when a business needs to expand its workstations. Virtualization is easier to set up and requires no additional expenses in hardware and extra space. Improvement in security and reduced downtime are another one of the objectives of virtualization. In the event that a computer crashes, retrieving software becomes very difficult if the computers do not have a virtualized infrastructure causing increased costs in rectifying the problem and downtime before the problem has

Human resourse planning for Leicester city hotel Essay

Human resourse planning for Leicester city hotel - Essay Example With this need can also come the task of finding qualified workers, and dealing with the unfortunate business consequence of having issues with keeping workers on staff for whatever reason or another. With the case of Leicester City Hotel, an accurate human resource accounting will be needed in order to make the projected expansion of the hotel not only a success in the beginning stages, but secure it in order to have the continued success of the venture going into the future. In order to begin the task of planning for the future human resource needs which would inevitably come with the hotel's expansion; first and foremost what should be analyzed is the current state of the business in all forms. The Assignment and Case Study handout by Julie McCann provides a brief background of the hotel as well as its projected expansion and how much will change. Also the problems which are foreseen to arise in not only finding, but also maintaining a staff of qualified professionals who will not only make the expansion a success, but will stay on. This particular hotel, as McCann (2005 pg. 1) explains in her case study, is located in a city of moderate size, and deals with a clientele of business people during the week. During both the summer and holidays times deals with those individuals or families who are away form home on holiday. It is in this section where the author begins to assess the needs, which come up for the hotel during this time, as well as other things. The demand put on a companies service(s) is an essential part in calculating the necessary amount of staff needed for the faster-paced, higher demand times, and what kind of cut backs if any would need to occur or do occur during times of less demand. Overall, companies demand for staff goes up when demand for services goes up, and can also head downward when the demand for services begins to dwindle. In a sense it fits in with the overriding idea of the supply and demand principle. In viewing the expansion of the Hotel, as well as the impending surge in people who will come as a result, it is almost assured that a need for more staff will surely arise. What this will result in is causing a closer look to be taken when it comes to solidifying the chances of a qualified, reliable staff staying with the hotel for a longer period of time. Providing staff for any kind of establishment can be very time consuming, but needs to be done in such a way that the right amount of staff is brought on board. This in return can help make sure that whatever the needs the business has are being met in the time in which they need to be met. When you are running a business that has to operate during set business hours or is set in a specific location, it can often times prove to be challenging in finding staff which can fit in with this kind of set situation. Observing the forthcoming expansion of the hotel which, for all purposes, would ultimately result in an inevitable increase in demand for services. Any kind of inability on the part of the hiring staff in finding workers to fulfill such needs could prove to be a problem for the company in continuing to fulfill such obligations which come with any kind of expansion. Continuing from the previous paragraph, McCann (2005 pg. 1) alludes to the issue of securing quality staff, and what the hotel sees as a lack of qualified potential staff candidates coming out of such local resources as the colleges and universities. In order to best combat this problem, McCann tells the

President Bush's speech about Iraq Essay Example | Topics and Well Written Essays - 500 words

President Bush's speech about Iraq - Essay Example Many citizens and press criticized the speech, as untrustworthy and deserving no credit. It is possible to explain by the fact that people are sick and tired of lies they hear about Iraq war. To summaries the speech it is possible to say that the aim of it was to prove the fact that Iraq is the battle in a war against terrorists. In general, Bush's address to the citizens was a disappointment that came under quick and harsh criticism, particularly for its repeated, overt references to the Sept. 11 terrorist attacks. Democrats in their critical remarks accused the President of using notions of obscure a series of failures in the war. The most displeasure of the public was cause by the emphasis that there was no direct connection between Hussein and September 11, saying that the comparison was fair because they were both part of a threat from terrorists nurtured in the Middle East. That argument drew instant scorn from public, who supposed that government was interested in the continued military operations on the basis of a threat that did not exist before the invasion. President Bush made an attempt to find support for his policy on Iraq, and instead it became disturbingly clear that the events of the past years have not changed much in the interpretation of the Iraq

Character Analysis of Anne of The Thousand Days Essay Example for Free

Character Analysis of Anne of The Thousand Days Essay Thousand Days is a 1969 drama made by Hal Wallis Productions and distributed by Universal Pictures. Directed by Charles Jarrott and produced by Hal B. Wallis. In Anne of the Thousand Days, King Richard VIII plays the central role in the plot and progress of the play. As the king of England, Richard is the most prominent authority figure. It turns out that he is the main character and therefore the most important person in the play.Being the central character makes it easy for this character to progress the play. The main contribution to progress the play is King Richards urgent desire to have a son to take heir to his throne. This is what the entire play revolves around. There are several other contributions that he makes to move the play forward. Some of these include his infatuation with Anne Boleyn, manipulating his government to allow different women into his life, and Annes trial that leads to her eventual death. The playwright employed this character as the central story that the entire play is based upon. Being based on history, it seems to be a very interesting story about King Richard VIII and the playwright realized this. It only makes sense to make him the main character because the story is about him. This play absolutely could not have been made without the king.If I were cast into playing King Richard VIII, I would not change the central objectives of my role. Being that this play is mostly non-fiction, it does not make sense to try and alter history in a major way. In my opinion, retaining the true story as well as possible is the best way to tell a story that is heavily based on history. Bibliography Anne of the Thousand Days Tea at Trianon. 2008. 11 November 2008. http://teaattrianon.blogspot.com/2008/10/anne-of-thousand-days-1969.htmlAnne of the Thousand Days Wikipedia Encylopedia. 2008. 11 November 2008. http://en.wikipedia.org/wiki/Anne_of_the_Thousand_Days

The major threats in revenue cycle

The major threats in revenue cycle The objectives of the billing process are to ensure the customers are billed for all sales, invoices are accurate, and the customers are billed for all sales. Accurate billing is crucial and requires information identifying the items and quantities shipped, prices, and special sales terms. But, sometimes threats might happen; the transaction might result from either a mistake or a fraud. The company might face failure to bill customers. The failure will cause loss of assets and revenues and inaccurate sales, inventory and accounts receivable data. For example, the employees who ship the product to might not bill the customers as they customers are their friends. Besides, no reconciliation of inventory amounts shipped with billings might cause failure to bill customers. This could result in undetected underbilling. In addition, the bookkeeper might do not periodically verify that all sales orders and shipping advices have been invoiced. So, the company must observe the problems faced and reduce the risk of errors and fraud. The company may separate the shipping and billing function to prevent that the failure to bill customers. The internal control can manage the billing and shipping records should be integrated on the computer system to provide for reconciliation of inventory amounts shipped and billed. The company internal control must periodically verify that all sales orders and shipping advices have been invoiced. This is because accurate and timely billing is crucial. The Billing Department may require information from the Shipping Department on items and quantities shipped and from Sales on prices and other sales terms. The basic document created is the sales invoice. Invoices may be sent or received in paper form and in invoice-less systems, ensure every shipment is recorded, since the shipment triggers recording of the account receivable. The wellà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬managed internal control should also merge the billing process with sales and marketing by using data about a customerà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s past purchases to send information about related products and services with the monthly statement. All sales tickets should be prenumbered and accounted for. This would quickly spot missing tickets. On top of that, I suggest that the On-line data entry by sales staff. The system should include credit checks on customers as well as check inventory availability Email notification of each department (shipping, billing, etc.) whenever another department performs an action (e.g., billing is notified whenever shipping enters data indicating that an order has been released) Furthermore, there might be the billing error occurred during the sales transaction. The billing might be underbilling or overbilling. This may cause loss of asset and customer dissatisfaction. The employee might prepare the invoices without notification about what was shipped and when. This will cause the billing mistakes when shipping goods. The employees maybe deal with the wrong price list of the products or goods to cause overbilling customers. The solution for the billing error can be controlled by prepare invoice only after receive copy of shipping advice indicating quantities shipped and date. The internal control can use the prices of computer-based such as have the computer retrieve prices from the inventory master file. This can prevent the wrong price with the goods shipping or even wrong price wrong goods. Moreover, the company can use date entry edit control to eliminate the billing error. Have the system to check the inventory availability as order data are entered with the prices of it. The company also can use online terminal to enter sales order date into the system as orders are received to avoid the quantity error with billing error. Internal control can also do have a system to save all the inventory or product list with pricing list so that the company can use barcode scanners to scan the products order. It can prevent the data key in error. Furthermore, for the billing error I suggest that use passwords to limit access to authorized users, and to restrict the duties each employee may perform and which files they may access in case to prevent the inventory data and prices changed by the employees. Next we can also check quantities on packing slip against quantities on sales order to make sure again the right goods shipping and the billing cost. In addition, posting errors in updating accounts receivable is one of the threats of the billing in revenue cycle. Accounts can be written off to cover theft of cash due to uncollectible accounts are not determined on the basis of established criteria. Any of fees earned, cash receipts, and uncollectible accounts expense could be either understated or overstated because of undetected differences between the subsidiary ledger and the general ledger. Also, fees earned and cash receipts or accounts receivable could be understated because of failure to record billings, cash receipts, and write-offs accurately. Trial balances of the accounts receivable subsidiary ledger are not prepared independently of, or verified and reconciled to, the accounts receivable control account in the general ledger. It causes customer dissatisfaction and loss of sales and may indicate theft of cash To solve of this threat problems, the internal control can establish and use criteria for writing off accounts receivable. Write off should be authorized by someone who does not have access to cash and periodic reconciliation of the subsidiary accounts receivable ledger to the general ledger control account for accounts receivable. Besides, the invoice shall be prepared as soon as the order is approved and the inventory, accounts receivable and general ledger files are updated at that time to prevent the delay between order and shipment so that the bill can post into account receivable just in time to avoid any error happened. Between, in case to avoid the error in maintaining the customer accounts, the company internal control may edit checks such as validity checks on customer and invoice numbers so amounts are applied to the correct account. The company can also make the field check on it to ensure payment amounts are numeric. To make sure there are no error occurred during the up dating of account receivable, the internal control shall make the reconciliation of subsidiary accounts receivable ledger with general ledger and sending the monthly statements to every customer to provide independent review. To reduce this threat, I suggest that the company can compare the number of accounts updated with the number of check received. A variety of inputs edit checks (limit checks, range checks, reasonableness tests, etc.) to ensure completeness of data entry and accuracy. Besides, establishment of electronic lockboxes with banks so that customer payments go directly to companyà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s account. Use email notification of each department whenever another department performs an action. The system that provide should include the credit checks on customers as well as check inventory availability to avoid the posting error in updating account receivable and maintaining customer accounts.

Effect of the Financial Crisis on Consumer Buying Behaviour

Effect of the Financial Crisis on Consumer Buying Behaviour ABSTRACT Consumer buying behaviour is a complex phenomenon, which is comprised of a bundle of decision-making processes, economic determinants and market stimuli. Consumer purchasing behaviour has been attracting the interest of a great number of academic and commercial parties for many years. The complexity of the processes with which consumer purchasing can be associated has made the phenomenon considerably difficult to be predicted and controlled. However, as consumers are the most essential source of revenue for business organisations, therefore their behaviour is of significant importance for achieving market survival and financial prosperity. This is the reason why the present dissertation is focused on researching and analysing the phenomenon in the present financial crisis. As the current crisis is already recognised to be having a major effect on many economic and social aspects of the United Kingdom, the researcher concentrates specifically on revealing the effects the present economic downturn has on the buying behaviour of consumers. The author is highly interested in revealing the disturbances that can be identified to occur and thus provide valuable insight to commercial and academic parties in the context of predicting and controlling consumer purchasing patterns. The dissertation is specifically focused on analysing the buyer behaviour changes from a marketing perspective. The author provides a number of suggestions, which were extracted from the conducted secondary and primary investigation. The developed propositions outline the various considerations companies should integrate in their marketing campaigns in order to perform successfully, despite the financial crisis and economic downturn. CHAPTER 1: INTRODUCTION Buying behaviour can be described as the set of attitudes that characterise the patterns of consumers choices. Buying behaviour is a phenomenon that varies depending on a wide range of factors, such as: demographics, income, social and cultural factors. Apart from the essential internal factors, which can be recognised as influential to buying behaviour, there are a number of situational contexts that can be suggested to affect consumer choices. In this respect it can be proposed that consumer behaviour is a combination of customers buying consciousness and external incentives which are likely to result in behaviour remodelling (Dawson et al., 2006). This is why researchers in the field of consumer buying patterns conclude that it is derivative of function that encompasses economic principles and marketing stimuli (Hansen, 2006). As buying behaviour is a key factor for companies profitability, it is a phenomenon that has been attracting the attention of researchers for many years. One of the fields most significantly interested in consumer choice, is the field of marketing (Kotler, 2000). Marketing is the discipline focused on extracting knowledge on consumers characteristics to enable companies to respond to customers expectations and facilitate organisations in providing high quality customer service (Groucutt et al., 2004). This is why it can be suggested that the context of the present dissertation could be of significant importance for marketing researchers and professionals. As the present project aims to analyse the financial crisis effects on consumer behaviour it can be suggested that the in depth scrutiny which the current examination would establish could transform into a valuable source of marketing direction. In other words, the present dissertation is likely to transform into a valuable source of marketing comprehensiveness as it would reveal knowledge on the likely changes in buying behaviour which the current financial and economic downturn is causing and thus provide commercial organisations with a piece of research that could stimulate greater appropriateness and integrity in companies business performance during a volatile period (Churchill and Peter, 1998; Iacobucci and Calder, 2003). Todays financial crisis, which has resulted in an economic downturn, could be recognised as a major challenge for the profitability and even survival of many global companies. The financial crisis, which was the result of the sub-prime mortgage crisis in the USA, has transmitted internationally and caused disturbances in a wide range of powerful economies. Many countries are seen to be on the brink of recession if not already plunged into it (Deutche Welle, 2008). As the present dissertation is specifically evaluating the financial crisis impacts on consumers buying behaviour it can be recognised that some of the challenges which consumers are currently facing and are likely to experience in the near future can be divided into two categories – direct and indirect. The direct factors can be recognised as the decreasing disposable income, job insecurity and credit financing hurdles (Office for National Statistics, 2008). On the other hand the indirect aspects of the credit crunch on customer behaviour can be outlined as the challenges of credit financing and investment capability which commercial organisations face and which make these organisations unable to continue with producing high quality products and customer service (The Economist, 2008). The research question the current project aims to answer is: What type of consumer buying behaviour has been most significantly affected by the financial crisis in the UK?. As it can be observed, the question the researcher focuses on addressing can be used for outlining the research parameters of the dissertation (Bell, 2005). In order for a research to yield credible results it should be frame-worked in a manner that clearly structures the contextual boarders of a project. This can be achieved only through the identification of a set of research variables, to be explored, tested and synthesised in a logical flow (Saunders et al., 2003). In the present context, the research focus and the variables which can be recognised are: The United Kingdom; the current financial crisis; consumer buying behaviour and in particular non-business consumers; and retailing. As it can be observed the research variables outline a clear framework to guide the researcher through the development of a consistent and coherent research process. Once recognised, the research variables can be addressed through the application of sub-questions and research objectives (Easterby-Smith et al., 2002). In this respect the objectives which the dissertation incorporates for responding to the research question are: the evaluation of buying behaviour characteristics, which would reveal various buying behaviour characteristics and patterns; analysis of the financial crisis impacts on consumers and in particular the effect on buying behaviour characteristics; and the identification of current buying trends of products in the UK. In the context of forming a clear framework and outlining clear objectives to address the set research question, this dissertation can be divided into six chapters to guide the research process flow. Chapter 1 introduces the readers to the topic by outlining the aim of the dissertation, the primary research question, the research objectives and the value of the examination. Chapter 2 provides a critical literature review of the topic. The literature review is structured by the application of a funneling strategy, depicted in Figure 1. The funneling strategy aims to provide greater clarity in the research boundaries as it gradually tightens the research focus by outlining the specific research variables to be explored and examined. Chapter 3 provides the research methodology employed in the current investigation. The section also reveals the research philosophy, strategy, objectives and sources, which were employed for the successful exploration of the topic. Chapter 4 outlines the research findings, which are achieved through a multi-source strategy of secondary and primary research. Chapter 5 provides a discussion on how or whether the research findings address the research question. Chapter 6, the final chapter of the dissertation, offers a conclusion to the research. This chapter is followed by a list of references. CHAPTER 2: LITERATURE REVIEW 2.1 Consumer Behaviour Consumer behaviour can be described as a process in which individuals or groups purchase a tangible or intangible product to satisfy needs or preferences (Perner, 2008). Nowadays, the role of the consumer is of great macro and micro-importance as the consuming power is an essential economic driving force. The great significance of the consumers role can be recognised from the fact that most contemporary consumers spend a great amount of time and energy on buying behaviour and decision-making activities. This is why consumer behaviour can be identified as a process, which comprises all activities related to the process of purchasing, such as: information gathering; information exchange; selecting; buying and consuming (Hansen et al., 2004). As buying behaviour is identified to encompass a wide range of a priori and post-buying activities, therefore it can be recognised as a significantly complex phenomenon. Buying behaviour is determined by two main factors – internal and external. The internal factors that determine consumer buying behaviour are presented by the various consumer segments. In other words, the particular set of characteristics a segment possess (i.e. demographic, social, cultural, life style, etc.), can be described as essential determinants of the segments buying behaviour. On the other hand, there is a set of external factors that can play a significant role in determining consumer behaviour, such as: promotions; advertising; customer service, economic and market stability, etc. In this respect, it can be concluded that buying behaviour is significantly determined and influenced by the highly interdependent combination of customers buying consciousness and external stimuli (Dawson et al., 2006). 2.2 Types of Consumer Behaviour The literature recognises four distinctive types of consumer buying behaviour. They differ with respect to the frequency of occurrence, emotional involvement, decision-making complexity and risk. In this context there are four distinctive buying behaviour patterns which can be outlined, such as: programmed behaviour; limited decision-making buying behaviour; extensive decision-making buying behaviour and impulsive buying (Arnould et al., 2002). Programmed behaviour, also known as habitual buying behaviour, is the buying pattern which can be characterised as the routine purchasing of low cost items, such as: coffee; daily newspaper; tickets, etc. It is a process that involves little search for information and low complexity of decision-making (Learn Marketing, 2008). Limited decision-making buying behaviour can be characterised as a buying pattern that involves moderate levels of decision-making and comparatively low amounts of required information to trigger purchasing. It is a buying behaviour, which can be related to the purchasing of clothes – the consumer can easily obtain information on the quality of the product and often spends short time on selecting and securing the purchase (East, 1997). In contrast to the limited decision-making buying pattern and the programmed purchasing behaviour, the literature identifies extensive decision-making buying behaviour (Foxall and Goldsmith, 1994). This type of behaviour is characterised with complex decision-making, where the buyer needs a comparatively longer period to make a decision and greater amounts of information gathering. It is buying behaviour usually provoked by expensive and infrequent purchases, which involve higher levels of economic and psychological risk (Peter and Olson, 2007). The fourth type of buying behaviour, which is observed in the literature, is the impulsive buying. Impulsive buying is characterised as a buying process that does not involve any conscious planning. It is a short-term phenomenon, which is usually provoked by an external stimuli and irritation, making particular products irresistible to consumers at a given short period of time (Wells and Prensky, 1997). As it can be observed in the literature on the different types of buying behaviour, a significant determinant, which accompanies each of the described behavioural choices, is the consumers emotion. The consumers emotion as suggested by Hansen et al. (2004) is a fundamental determinant of buying behaviour. It is a component of the purchasing decision-making, which can be recognised to be both influential to, and influenced by, a number of internal and external factors (Chaudhuri, 2006; Laros and Steenkamp, 2005). Deriving from the significant importance of consumer emotion in purchasing and the great determining value it possess, the research would suggest a new framework of buying behaviour in order for the researcher to address the initial research question adequately. The framework is adopted from the phenomenological literature and theoretical concepts, which were identified during the research process. In this respect the continuum proposed encompasses all of the buying behaviour types and the consumers emotion as their most significant determinant. At each extreme of the continuum, there can be recognised two distinctive types of buying behaviour – planned and unplanned which are to be researched and discussed in the succeeding section of the present literature review. Although emotion is a subjective phenomenon, which significantly varies according to individual traits and situational particularities, the researcher suggests that emotion is the most essential determinant of planned and unplanned buying behaviour (Havlena and Holbrook, 1986). In other words, as unplanned buying behaviour is the attribute of impulsive buying, it can be suggested that unplanned buying behaviour is greatly affected by greater emotional drives. On the other hand, as planned behaviour usually involves complex decision-making, greater information gathering and a longer time period for selection, it can be concluded that planned buying behaviour is rather resulted by rationality than emotionality. Although it is a fair clarification that many complex decision-making processes may initially occur through emotional attraction and impulse, the particular features of the buying process are the variables which are evaluated in the present research and therefore, it can be suggested that planned buying behaviour is less emotional than unplanned. 2.2.1Planned Buying Behaviour Planned consumer buying behaviour is best described by the theories of planned behaviour (TBA) and reasoned action (TRA) (Hansen, 2006). The theories reveal that planned behaviour can be determined by the consumers perceptions of complexity or in other words how difficult it is for the consumer to select and secure a particular product (Ajzen, 1991). The concept of perceived complexity is described by Keen et al. (2004), to comprise of the situational variables of channel tradeoffs and transaction costs. In other words, the level of complexity of a particular transaction, it is suggested, is determined by the opportunity cost of the alternative channels that exist and transaction costs, such as time, money and effort. Furthermore, the theory of planned behaviour specifically introduces the concept of perceived behavioural control as an essential determinant of the process of planned behavioural intention (Posthuma and Dworkin, 2000). In this respect, the TBA not only does explain the importance of the consumers perception of the levels of complexity with which a particular purchase can be associated, but also outlines the essential role of the buying risk which consumers are likely to bear during purchases. The perceived risk perspective can be recognised as a multidimensional construct. High perceived risk can result from the consumers expectation of experiencing a negative outcome from a buying interaction (Lim, 2003). In this respect if any situational determinants of the process of purchasing reveal a possibility of negative outcome, it can be suggested that this is likely to increase the levels of consumers perceived risk. In this context, situational determinants of these types can be recognised to be the transactional costs, which are associated with every purchase consumers make. In other words, the higher the transactional costs (i.e. money, time, effort, etc.) the greater the likelihood of higher levels of perceived risk (Hansen, 2006). On the other hand, perceived risk is not only determined by the transactional costs, which consumers identify. Contrary, perceived risk is often influenced by situational variables and outcomes, which the consumer fails to recognise. In other words, if a consumer is unable to clearly identify the possible outcome of a particular buying transaction, the consumer would be less inclined to purchase. In this respect, it can be concluded that another significant determinant of buying risk is uncertainty (Shim et al., 2001). This is why planned behaviour is associated with complex decision-making processes, which is characterised by extensive information gathering (Peter and Olson, 2007). 2.2.2 Unplanned Buying Behaviour As it was already identified, there are four distinctive types of buying behaviour, which can be recognised in the literature and which can be categorised in two distinctive categories of planned and unplanned buying behaviour. Each of the categories can be identified as encompassing different decision-making processes, characteristics, complexity and length (Arnould et al., 2002). Moreover, consumers decision-making goes through a number of transformations at different stages in the buying process: problem recognition; information search; evaluation of alternatives; and purchase decision (Peter and Olson, 2007). In this respect, it can be suggested that the purchasing determinants vary according to the stage at which the particular consumer is situated in the buying process at a given time. There are two distinctive but highly interdependent sources that can be identified as influencing the buying behaviour of consumers. They can be recognised as internal and external buying behaviour factors (Brassington and Pettit, 2007). The internal factors that determine consumer buying behaviour can be divided into the categories of: personal (i.e. age, life style, occupation); psychological (i.e. wants, motivation, perceptions); social (i.e. needs, social class, group and family influence); and cultural (i.e. common sense, background, beliefs, knowledge) (Groucutt et al., 2004; Iacobucci and Calder, 2003). On the other hand, the external buying behaviour factors can be identified as the marketing approaches of companies to attract consumers by advertising and promotions. Another external factor that may be recognised as highly influential to the purchasing behaviour of consumers is the micro and macro-economic stability within the particular market environment (Churchill and Peter, 1998). As it can be observed, purchasing behaviour is mainly determined by internal factors (i.e. economic principles – disposable income, status, social class) and external stimuli (i.e. marketing – promotions and advertising; economic environment) (Dawson et al., 2006). Moreover, it can be proposed that these factors are highly interdependent as, for example, the economic stability within a market environment can be suggested to be significantly influential on the internal purchasing determinants of lifestyle, occupation and disposable income, which is likely to have subsequent effect on wants, motivation and perceptions. 2.3.1 The Financial Crisis Factor The Western world is currently facing a significant economic challenge in the face of the current financial crisis. The financial crisis, which is experienced by the majority of the developed G7 countries and in particular the UK, was the result of the US subprime mortgage crisis in August 2007 (Toussaint, 2008). The US mortgage crisis was caused by the bad quality of loans which were issued in the market at that time. For a period of seven years, some of the US financial institutions had been providing numerous credits to consumers with bad credit history, which subsequently resulted in a pool of credits with a lowered possibility of repayment (Cecchetti, 2008). There are several explanations for the occurrence of the crisis, which can be recognised in the literature but are not discussed in the present dissertation as the research question is more interested in the outcomes of the crisis than the factors that caused it. The burst of the real estate mortgage bubble had a contagious effect on the rest of the well-developed Western economies (Horta et al., 2008). Many EU countries experienced the shock in their banking sectors as the provision of credit financing became a great challenge. Banks were suffering from lack of liquidity, which caused both business and non-business consumers financial hardships (The Economist, 2008). The effect of the financial crisis unfolded over a wide range of other economic aspects. The wide scope of the crisis caused a downturn in many industries, the bankruptcy of leading organisations and overall economic recession to countries like the UK, Germany and France (Deutche Welle, 2008; Hopkins, 2008; Office for National Statistics, 2008). The multi-dimensional characteristic of the financial crisis is identified to have negative impacts both on business and non-business consumers. Some of the major impacts the current financial crisis has on consumers are: job uncertainty and unemployment; decreased disposable income; decreased saving rates; fewer credit financing opportunities; greater consumption risk; higher product and service prices, etc (Allen and Gale, 2007; Gramley, 2008). The UK retailing market is recognised as one of the markets that has been most severely affected. Consumers are seen to be purchasing very carefully as they focus on efficiency buying and cutting back on waste and premium products, but consumers are not predicted to be reducing their regular consumption. Buying behaviour is seen to be shifting to products with comparatively good quality and low price (Hawkins, 2008). Furthermore, the current economic sluggishness is likely to predispose to greater consumer interest in hard discounters, which makes such retailers believe in market share expansion and prosperity. Moreover, food retailing, on which the present research question is focused, is seen to be the most stable part of the retailing industry and it is predicted to be gaining market share by the production of efficient marketing strategies. However, the failure in providing good buying experience and low variability of products, which are common for hard discounters, are predicted to be the factors that are likely to impede their market growth (Mintel Oxygen, 2008). UK consumers are also recognised to be spending more time at home (Euromonitor International, 2008). This shift of buying behaviour can be considered to promote the use of online buying channels through which consumers can compare prices and gather information for their purchasing decisions but at the same time are likely to face buying risk which is usually associated with online purchases. CHAPTER 3: RESEARCH METHODOLOGY The research methodology of the present dissertation is influenced and structured by the research process onion, which was developed and introduced by Saunders et al. (2003). In this respect the Research Methodology section of this dissertation is divided into five sub-topics, each of which aims to provide a detailed explanation of the research process. Knowledge is a complex phenomenon influenced and developed by various contextual variables. In this respect, a research philosophy represents a researchers perception of the way knowledge is constructed (Saunders et al., 2003). There are three research philosophies recognised in the literature philosophies of positivism, interpretivism and realism. Each of these philosophies provides a distinctive view on the way knowledge is developed. It is important for a research process to clearly establish its research philosophy as it has a significant impact on the methodological framework applied. For example, positivism applies scientific reasoning and law-like generalisations in the process of knowledge construction (Remenyi et al., 1998). The research methodology influenced by this philosophy is characterised with a highly transparent structure to facilitate replication (Gill and Johnson, 1997). On the other hand, the research philosophy of realism identifies the existence of a number of external social objectives, which influence peoples interactions and respectively the creation of knowledge. Realism can be recognised to be close to the philosophy of positivism but at the same time possesses clearly distinctive characteristics as the philosophy highlights the inappropriateness of exploring peoples interactions in the style of natural science (Saunders et al., 2003). The philosophy, which is incorporated in the context of the present dissertation, is the research philosophy of interpretivism. Interpretivism is chosen to be the philosophical framework of the study, as the researcher believes that knowledge is a complex phenomenon, which cannot be generalised in a value-free and detached manner. Furthermore, the researcher focuses on exploring the topic by the application of critical interpretations and gradually establishing research conclusions (Remenyi et al., 1998). 3.2 Research Approach The literature outlines two distinctive research approaches, which can be applied in the present dissertation – deductive and inductive. A deductive research approach is suggested to be suitable for scientific research, where the researcher develops a hypothesis, which is tested and examined to establish a theory (Hussey and Hussey, 1997). In the present context, as the researcher aims to gradually formulate the research theory through the critical evaluation of the research variables, and as the inductive research approach follows research data to construct theory, therefore it can be suggested that the present research approach is inductive. Furthermore, the inductive research approach, which provides greater flexibility, provides the researcher with the opportunity to modify the research emphasis depending on the accumulated findings throughout the research process (Easterby-Smith et al., 2002). 3.3 Research Strategy A research strategy can be explained as the tool or tools the researcher employs for addressing the research question. There are six research strategies, which can be identified in the literature, such as: experiment; survey; grounded theory; ethnography; action research and case study (Saunders et al., 2003). The present dissertation employs the research strategy of grounded theory. The researcher primarily focuses on extracting knowledge through research in the phenomenological literature. The present research strategy is appropriate as it is described in the literature to be suitable for inductive reasoning or in other words, applicable to research contexts which aim to gradually establish research assumptions and propositions (Husey and Husey, 1997). Although the present dissertation is essentially influenced by the research strategy of grounded theory, the researcher subsequently employs a primary research strategy of in-depth interviews to collect data. This primary research method is described in greater details in the Data Collection section. 3.4 Time Horizon Another important characteristic of the present research process is the time horizon. There are two time horizons recognised in the literature – longitudinal and cross-sectional. A longitudinal research process examines particular phenomenon over a given period of time, whereas cross-sectional is focused on a particular moment. The present dissertation has a cross-sectional time horizon as it is recognised to be appropriate to the research aim and the researchers resources. Firstly, the researcher was given a limited period of time which constrained the ability to conduct a longitudinal examination. Secondly, the present research question is not interested in analysing the variance of the research variables over a period of time but focused on exploring and revealing new contextual insight by suggesting new interpretations and theoretical assumptions (Robson, 2002). 3.5 Data Collection Method The present research process can be described as an exploratory one. It aims to reveal new insight and evaluate the researched phenomena in a new light. Furthermore, the research has a flexible approach to establishing its theoretical propositions, which does not mean that the research lacks clear direction and framework (Adams and Schvaneveldt, 1991). As exploratory research processes share the common research strategy of exploring the phenomenological literature and extracting expertise from specialists in the field and focus group interviews, similarly the present dissertation incorporates the research strategy of grounded theory and in-depth interviews. In this respect, it can be concluded that the present study is built on a combination of secondary and primary data. 3.5.1 Secondary Data The secondary data employed can be described as multiple source secondary data. Multiple source secondary data can be divided into two categories – area based, which comprises of academic sources and time series based, which focuses of commercial issues (Saunders et al., 2003). The use of multiple source data provides the researcher with the opportunity to develop a balanced and analytical dissertation. The academic literature is used for outlining the academic context of consumers buying behaviour, whereas the commercial sources are used for identification of the current conditions, which are likely to challenge the academic constructs. 3.5.2 Primary Data The present dissertation incorporates a multi-method research process, where the researcher combines secondary and primary data in the same study. This strategy is chosen as the researcher believes that both methods are significantly dependable on each other in the present research context, and that secondary data provides solid theoretical foundation, whereas primary data contributes to the researchers ability to address the most important issues in the present context (Robson, 2002). The primary data is extracted through the conduction of in-depth interviews. 3.5.2.1 In-depth Interviewing In-depth interviews, also known as unstructured interviews, are recognised as an appropriate data collection method as the information they reveal corresponds to the researchers aim of analysing, interpreting and responding to new contextual insight rather than reaching any law-like generalisations. This is why in-depth interviews are a common data collection method in exploratory research projects. Furthermore, in-depth interviews provide greater flexibility as they can be conducted both face-to-face and over a telephone, which is recognised not to affect the interview outcomes differently (Ghauri and Gronhaung, 2002). This can be considered as a significant facilitation especially with respect to the time constraints, which the researcher experiences. In the present context, each sub Effect of the Financial Crisis on Consumer Buying Behaviour Effect of the Financial Crisis on Consumer Buying Behaviour ABSTRACT Consumer buying behaviour is a complex phenomenon, which is comprised of a bundle of decision-making processes, economic determinants and market stimuli. Consumer purchasing behaviour has been attracting the interest of a great number of academic and commercial parties for many years. The complexity of the processes with which consumer purchasing can be associated has made the phenomenon considerably difficult to be predicted and controlled. However, as consumers are the most essential source of revenue for business organisations, therefore their behaviour is of significant importance for achieving market survival and financial prosperity. This is the reason why the present dissertation is focused on researching and analysing the phenomenon in the present financial crisis. As the current crisis is already recognised to be having a major effect on many economic and social aspects of the United Kingdom, the researcher concentrates specifically on revealing the effects the present economic downturn has on the buying behaviour of consumers. The author is highly interested in revealing the disturbances that can be identified to occur and thus provide valuable insight to commercial and academic parties in the context of predicting and controlling consumer purchasing patterns. The dissertation is specifically focused on analysing the buyer behaviour changes from a marketing perspective. The author provides a number of suggestions, which were extracted from the conducted secondary and primary investigation. The developed propositions outline the various considerations companies should integrate in their marketing campaigns in order to perform successfully, despite the financial crisis and economic downturn. CHAPTER 1: INTRODUCTION Buying behaviour can be described as the set of attitudes that characterise the patterns of consumers choices. Buying behaviour is a phenomenon that varies depending on a wide range of factors, such as: demographics, income, social and cultural factors. Apart from the essential internal factors, which can be recognised as influential to buying behaviour, there are a number of situational contexts that can be suggested to affect consumer choices. In this respect it can be proposed that consumer behaviour is a combination of customers buying consciousness and external incentives which are likely to result in behaviour remodelling (Dawson et al., 2006). This is why researchers in the field of consumer buying patterns conclude that it is derivative of function that encompasses economic principles and marketing stimuli (Hansen, 2006). As buying behaviour is a key factor for companies profitability, it is a phenomenon that has been attracting the attention of researchers for many years. One of the fields most significantly interested in consumer choice, is the field of marketing (Kotler, 2000). Marketing is the discipline focused on extracting knowledge on consumers characteristics to enable companies to respond to customers expectations and facilitate organisations in providing high quality customer service (Groucutt et al., 2004). This is why it can be suggested that the context of the present dissertation could be of significant importance for marketing researchers and professionals. As the present project aims to analyse the financial crisis effects on consumer behaviour it can be suggested that the in depth scrutiny which the current examination would establish could transform into a valuable source of marketing direction. In other words, the present dissertation is likely to transform into a valuable source of marketing comprehensiveness as it would reveal knowledge on the likely changes in buying behaviour which the current financial and economic downturn is causing and thus provide commercial organisations with a piece of research that could stimulate greater appropriateness and integrity in companies business performance during a volatile period (Churchill and Peter, 1998; Iacobucci and Calder, 2003). Todays financial crisis, which has resulted in an economic downturn, could be recognised as a major challenge for the profitability and even survival of many global companies. The financial crisis, which was the result of the sub-prime mortgage crisis in the USA, has transmitted internationally and caused disturbances in a wide range of powerful economies. Many countries are seen to be on the brink of recession if not already plunged into it (Deutche Welle, 2008). As the present dissertation is specifically evaluating the financial crisis impacts on consumers buying behaviour it can be recognised that some of the challenges which consumers are currently facing and are likely to experience in the near future can be divided into two categories – direct and indirect. The direct factors can be recognised as the decreasing disposable income, job insecurity and credit financing hurdles (Office for National Statistics, 2008). On the other hand the indirect aspects of the credit crunch on customer behaviour can be outlined as the challenges of credit financing and investment capability which commercial organisations face and which make these organisations unable to continue with producing high quality products and customer service (The Economist, 2008). The research question the current project aims to answer is: What type of consumer buying behaviour has been most significantly affected by the financial crisis in the UK?. As it can be observed, the question the researcher focuses on addressing can be used for outlining the research parameters of the dissertation (Bell, 2005). In order for a research to yield credible results it should be frame-worked in a manner that clearly structures the contextual boarders of a project. This can be achieved only through the identification of a set of research variables, to be explored, tested and synthesised in a logical flow (Saunders et al., 2003). In the present context, the research focus and the variables which can be recognised are: The United Kingdom; the current financial crisis; consumer buying behaviour and in particular non-business consumers; and retailing. As it can be observed the research variables outline a clear framework to guide the researcher through the development of a consistent and coherent research process. Once recognised, the research variables can be addressed through the application of sub-questions and research objectives (Easterby-Smith et al., 2002). In this respect the objectives which the dissertation incorporates for responding to the research question are: the evaluation of buying behaviour characteristics, which would reveal various buying behaviour characteristics and patterns; analysis of the financial crisis impacts on consumers and in particular the effect on buying behaviour characteristics; and the identification of current buying trends of products in the UK. In the context of forming a clear framework and outlining clear objectives to address the set research question, this dissertation can be divided into six chapters to guide the research process flow. Chapter 1 introduces the readers to the topic by outlining the aim of the dissertation, the primary research question, the research objectives and the value of the examination. Chapter 2 provides a critical literature review of the topic. The literature review is structured by the application of a funneling strategy, depicted in Figure 1. The funneling strategy aims to provide greater clarity in the research boundaries as it gradually tightens the research focus by outlining the specific research variables to be explored and examined. Chapter 3 provides the research methodology employed in the current investigation. The section also reveals the research philosophy, strategy, objectives and sources, which were employed for the successful exploration of the topic. Chapter 4 outlines the research findings, which are achieved through a multi-source strategy of secondary and primary research. Chapter 5 provides a discussion on how or whether the research findings address the research question. Chapter 6, the final chapter of the dissertation, offers a conclusion to the research. This chapter is followed by a list of references. CHAPTER 2: LITERATURE REVIEW 2.1 Consumer Behaviour Consumer behaviour can be described as a process in which individuals or groups purchase a tangible or intangible product to satisfy needs or preferences (Perner, 2008). Nowadays, the role of the consumer is of great macro and micro-importance as the consuming power is an essential economic driving force. The great significance of the consumers role can be recognised from the fact that most contemporary consumers spend a great amount of time and energy on buying behaviour and decision-making activities. This is why consumer behaviour can be identified as a process, which comprises all activities related to the process of purchasing, such as: information gathering; information exchange; selecting; buying and consuming (Hansen et al., 2004). As buying behaviour is identified to encompass a wide range of a priori and post-buying activities, therefore it can be recognised as a significantly complex phenomenon. Buying behaviour is determined by two main factors – internal and external. The internal factors that determine consumer buying behaviour are presented by the various consumer segments. In other words, the particular set of characteristics a segment possess (i.e. demographic, social, cultural, life style, etc.), can be described as essential determinants of the segments buying behaviour. On the other hand, there is a set of external factors that can play a significant role in determining consumer behaviour, such as: promotions; advertising; customer service, economic and market stability, etc. In this respect, it can be concluded that buying behaviour is significantly determined and influenced by the highly interdependent combination of customers buying consciousness and external stimuli (Dawson et al., 2006). 2.2 Types of Consumer Behaviour The literature recognises four distinctive types of consumer buying behaviour. They differ with respect to the frequency of occurrence, emotional involvement, decision-making complexity and risk. In this context there are four distinctive buying behaviour patterns which can be outlined, such as: programmed behaviour; limited decision-making buying behaviour; extensive decision-making buying behaviour and impulsive buying (Arnould et al., 2002). Programmed behaviour, also known as habitual buying behaviour, is the buying pattern which can be characterised as the routine purchasing of low cost items, such as: coffee; daily newspaper; tickets, etc. It is a process that involves little search for information and low complexity of decision-making (Learn Marketing, 2008). Limited decision-making buying behaviour can be characterised as a buying pattern that involves moderate levels of decision-making and comparatively low amounts of required information to trigger purchasing. It is a buying behaviour, which can be related to the purchasing of clothes – the consumer can easily obtain information on the quality of the product and often spends short time on selecting and securing the purchase (East, 1997). In contrast to the limited decision-making buying pattern and the programmed purchasing behaviour, the literature identifies extensive decision-making buying behaviour (Foxall and Goldsmith, 1994). This type of behaviour is characterised with complex decision-making, where the buyer needs a comparatively longer period to make a decision and greater amounts of information gathering. It is buying behaviour usually provoked by expensive and infrequent purchases, which involve higher levels of economic and psychological risk (Peter and Olson, 2007). The fourth type of buying behaviour, which is observed in the literature, is the impulsive buying. Impulsive buying is characterised as a buying process that does not involve any conscious planning. It is a short-term phenomenon, which is usually provoked by an external stimuli and irritation, making particular products irresistible to consumers at a given short period of time (Wells and Prensky, 1997). As it can be observed in the literature on the different types of buying behaviour, a significant determinant, which accompanies each of the described behavioural choices, is the consumers emotion. The consumers emotion as suggested by Hansen et al. (2004) is a fundamental determinant of buying behaviour. It is a component of the purchasing decision-making, which can be recognised to be both influential to, and influenced by, a number of internal and external factors (Chaudhuri, 2006; Laros and Steenkamp, 2005). Deriving from the significant importance of consumer emotion in purchasing and the great determining value it possess, the research would suggest a new framework of buying behaviour in order for the researcher to address the initial research question adequately. The framework is adopted from the phenomenological literature and theoretical concepts, which were identified during the research process. In this respect the continuum proposed encompasses all of the buying behaviour types and the consumers emotion as their most significant determinant. At each extreme of the continuum, there can be recognised two distinctive types of buying behaviour – planned and unplanned which are to be researched and discussed in the succeeding section of the present literature review. Although emotion is a subjective phenomenon, which significantly varies according to individual traits and situational particularities, the researcher suggests that emotion is the most essential determinant of planned and unplanned buying behaviour (Havlena and Holbrook, 1986). In other words, as unplanned buying behaviour is the attribute of impulsive buying, it can be suggested that unplanned buying behaviour is greatly affected by greater emotional drives. On the other hand, as planned behaviour usually involves complex decision-making, greater information gathering and a longer time period for selection, it can be concluded that planned buying behaviour is rather resulted by rationality than emotionality. Although it is a fair clarification that many complex decision-making processes may initially occur through emotional attraction and impulse, the particular features of the buying process are the variables which are evaluated in the present research and therefore, it can be suggested that planned buying behaviour is less emotional than unplanned. 2.2.1Planned Buying Behaviour Planned consumer buying behaviour is best described by the theories of planned behaviour (TBA) and reasoned action (TRA) (Hansen, 2006). The theories reveal that planned behaviour can be determined by the consumers perceptions of complexity or in other words how difficult it is for the consumer to select and secure a particular product (Ajzen, 1991). The concept of perceived complexity is described by Keen et al. (2004), to comprise of the situational variables of channel tradeoffs and transaction costs. In other words, the level of complexity of a particular transaction, it is suggested, is determined by the opportunity cost of the alternative channels that exist and transaction costs, such as time, money and effort. Furthermore, the theory of planned behaviour specifically introduces the concept of perceived behavioural control as an essential determinant of the process of planned behavioural intention (Posthuma and Dworkin, 2000). In this respect, the TBA not only does explain the importance of the consumers perception of the levels of complexity with which a particular purchase can be associated, but also outlines the essential role of the buying risk which consumers are likely to bear during purchases. The perceived risk perspective can be recognised as a multidimensional construct. High perceived risk can result from the consumers expectation of experiencing a negative outcome from a buying interaction (Lim, 2003). In this respect if any situational determinants of the process of purchasing reveal a possibility of negative outcome, it can be suggested that this is likely to increase the levels of consumers perceived risk. In this context, situational determinants of these types can be recognised to be the transactional costs, which are associated with every purchase consumers make. In other words, the higher the transactional costs (i.e. money, time, effort, etc.) the greater the likelihood of higher levels of perceived risk (Hansen, 2006). On the other hand, perceived risk is not only determined by the transactional costs, which consumers identify. Contrary, perceived risk is often influenced by situational variables and outcomes, which the consumer fails to recognise. In other words, if a consumer is unable to clearly identify the possible outcome of a particular buying transaction, the consumer would be less inclined to purchase. In this respect, it can be concluded that another significant determinant of buying risk is uncertainty (Shim et al., 2001). This is why planned behaviour is associated with complex decision-making processes, which is characterised by extensive information gathering (Peter and Olson, 2007). 2.2.2 Unplanned Buying Behaviour As it was already identified, there are four distinctive types of buying behaviour, which can be recognised in the literature and which can be categorised in two distinctive categories of planned and unplanned buying behaviour. Each of the categories can be identified as encompassing different decision-making processes, characteristics, complexity and length (Arnould et al., 2002). Moreover, consumers decision-making goes through a number of transformations at different stages in the buying process: problem recognition; information search; evaluation of alternatives; and purchase decision (Peter and Olson, 2007). In this respect, it can be suggested that the purchasing determinants vary according to the stage at which the particular consumer is situated in the buying process at a given time. There are two distinctive but highly interdependent sources that can be identified as influencing the buying behaviour of consumers. They can be recognised as internal and external buying behaviour factors (Brassington and Pettit, 2007). The internal factors that determine consumer buying behaviour can be divided into the categories of: personal (i.e. age, life style, occupation); psychological (i.e. wants, motivation, perceptions); social (i.e. needs, social class, group and family influence); and cultural (i.e. common sense, background, beliefs, knowledge) (Groucutt et al., 2004; Iacobucci and Calder, 2003). On the other hand, the external buying behaviour factors can be identified as the marketing approaches of companies to attract consumers by advertising and promotions. Another external factor that may be recognised as highly influential to the purchasing behaviour of consumers is the micro and macro-economic stability within the particular market environment (Churchill and Peter, 1998). As it can be observed, purchasing behaviour is mainly determined by internal factors (i.e. economic principles – disposable income, status, social class) and external stimuli (i.e. marketing – promotions and advertising; economic environment) (Dawson et al., 2006). Moreover, it can be proposed that these factors are highly interdependent as, for example, the economic stability within a market environment can be suggested to be significantly influential on the internal purchasing determinants of lifestyle, occupation and disposable income, which is likely to have subsequent effect on wants, motivation and perceptions. 2.3.1 The Financial Crisis Factor The Western world is currently facing a significant economic challenge in the face of the current financial crisis. The financial crisis, which is experienced by the majority of the developed G7 countries and in particular the UK, was the result of the US subprime mortgage crisis in August 2007 (Toussaint, 2008). The US mortgage crisis was caused by the bad quality of loans which were issued in the market at that time. For a period of seven years, some of the US financial institutions had been providing numerous credits to consumers with bad credit history, which subsequently resulted in a pool of credits with a lowered possibility of repayment (Cecchetti, 2008). There are several explanations for the occurrence of the crisis, which can be recognised in the literature but are not discussed in the present dissertation as the research question is more interested in the outcomes of the crisis than the factors that caused it. The burst of the real estate mortgage bubble had a contagious effect on the rest of the well-developed Western economies (Horta et al., 2008). Many EU countries experienced the shock in their banking sectors as the provision of credit financing became a great challenge. Banks were suffering from lack of liquidity, which caused both business and non-business consumers financial hardships (The Economist, 2008). The effect of the financial crisis unfolded over a wide range of other economic aspects. The wide scope of the crisis caused a downturn in many industries, the bankruptcy of leading organisations and overall economic recession to countries like the UK, Germany and France (Deutche Welle, 2008; Hopkins, 2008; Office for National Statistics, 2008). The multi-dimensional characteristic of the financial crisis is identified to have negative impacts both on business and non-business consumers. Some of the major impacts the current financial crisis has on consumers are: job uncertainty and unemployment; decreased disposable income; decreased saving rates; fewer credit financing opportunities; greater consumption risk; higher product and service prices, etc (Allen and Gale, 2007; Gramley, 2008). The UK retailing market is recognised as one of the markets that has been most severely affected. Consumers are seen to be purchasing very carefully as they focus on efficiency buying and cutting back on waste and premium products, but consumers are not predicted to be reducing their regular consumption. Buying behaviour is seen to be shifting to products with comparatively good quality and low price (Hawkins, 2008). Furthermore, the current economic sluggishness is likely to predispose to greater consumer interest in hard discounters, which makes such retailers believe in market share expansion and prosperity. Moreover, food retailing, on which the present research question is focused, is seen to be the most stable part of the retailing industry and it is predicted to be gaining market share by the production of efficient marketing strategies. However, the failure in providing good buying experience and low variability of products, which are common for hard discounters, are predicted to be the factors that are likely to impede their market growth (Mintel Oxygen, 2008). UK consumers are also recognised to be spending more time at home (Euromonitor International, 2008). This shift of buying behaviour can be considered to promote the use of online buying channels through which consumers can compare prices and gather information for their purchasing decisions but at the same time are likely to face buying risk which is usually associated with online purchases. CHAPTER 3: RESEARCH METHODOLOGY The research methodology of the present dissertation is influenced and structured by the research process onion, which was developed and introduced by Saunders et al. (2003). In this respect the Research Methodology section of this dissertation is divided into five sub-topics, each of which aims to provide a detailed explanation of the research process. Knowledge is a complex phenomenon influenced and developed by various contextual variables. In this respect, a research philosophy represents a researchers perception of the way knowledge is constructed (Saunders et al., 2003). There are three research philosophies recognised in the literature philosophies of positivism, interpretivism and realism. Each of these philosophies provides a distinctive view on the way knowledge is developed. It is important for a research process to clearly establish its research philosophy as it has a significant impact on the methodological framework applied. For example, positivism applies scientific reasoning and law-like generalisations in the process of knowledge construction (Remenyi et al., 1998). The research methodology influenced by this philosophy is characterised with a highly transparent structure to facilitate replication (Gill and Johnson, 1997). On the other hand, the research philosophy of realism identifies the existence of a number of external social objectives, which influence peoples interactions and respectively the creation of knowledge. Realism can be recognised to be close to the philosophy of positivism but at the same time possesses clearly distinctive characteristics as the philosophy highlights the inappropriateness of exploring peoples interactions in the style of natural science (Saunders et al., 2003). The philosophy, which is incorporated in the context of the present dissertation, is the research philosophy of interpretivism. Interpretivism is chosen to be the philosophical framework of the study, as the researcher believes that knowledge is a complex phenomenon, which cannot be generalised in a value-free and detached manner. Furthermore, the researcher focuses on exploring the topic by the application of critical interpretations and gradually establishing research conclusions (Remenyi et al., 1998). 3.2 Research Approach The literature outlines two distinctive research approaches, which can be applied in the present dissertation – deductive and inductive. A deductive research approach is suggested to be suitable for scientific research, where the researcher develops a hypothesis, which is tested and examined to establish a theory (Hussey and Hussey, 1997). In the present context, as the researcher aims to gradually formulate the research theory through the critical evaluation of the research variables, and as the inductive research approach follows research data to construct theory, therefore it can be suggested that the present research approach is inductive. Furthermore, the inductive research approach, which provides greater flexibility, provides the researcher with the opportunity to modify the research emphasis depending on the accumulated findings throughout the research process (Easterby-Smith et al., 2002). 3.3 Research Strategy A research strategy can be explained as the tool or tools the researcher employs for addressing the research question. There are six research strategies, which can be identified in the literature, such as: experiment; survey; grounded theory; ethnography; action research and case study (Saunders et al., 2003). The present dissertation employs the research strategy of grounded theory. The researcher primarily focuses on extracting knowledge through research in the phenomenological literature. The present research strategy is appropriate as it is described in the literature to be suitable for inductive reasoning or in other words, applicable to research contexts which aim to gradually establish research assumptions and propositions (Husey and Husey, 1997). Although the present dissertation is essentially influenced by the research strategy of grounded theory, the researcher subsequently employs a primary research strategy of in-depth interviews to collect data. This primary research method is described in greater details in the Data Collection section. 3.4 Time Horizon Another important characteristic of the present research process is the time horizon. There are two time horizons recognised in the literature – longitudinal and cross-sectional. A longitudinal research process examines particular phenomenon over a given period of time, whereas cross-sectional is focused on a particular moment. The present dissertation has a cross-sectional time horizon as it is recognised to be appropriate to the research aim and the researchers resources. Firstly, the researcher was given a limited period of time which constrained the ability to conduct a longitudinal examination. Secondly, the present research question is not interested in analysing the variance of the research variables over a period of time but focused on exploring and revealing new contextual insight by suggesting new interpretations and theoretical assumptions (Robson, 2002). 3.5 Data Collection Method The present research process can be described as an exploratory one. It aims to reveal new insight and evaluate the researched phenomena in a new light. Furthermore, the research has a flexible approach to establishing its theoretical propositions, which does not mean that the research lacks clear direction and framework (Adams and Schvaneveldt, 1991). As exploratory research processes share the common research strategy of exploring the phenomenological literature and extracting expertise from specialists in the field and focus group interviews, similarly the present dissertation incorporates the research strategy of grounded theory and in-depth interviews. In this respect, it can be concluded that the present study is built on a combination of secondary and primary data. 3.5.1 Secondary Data The secondary data employed can be described as multiple source secondary data. Multiple source secondary data can be divided into two categories – area based, which comprises of academic sources and time series based, which focuses of commercial issues (Saunders et al., 2003). The use of multiple source data provides the researcher with the opportunity to develop a balanced and analytical dissertation. The academic literature is used for outlining the academic context of consumers buying behaviour, whereas the commercial sources are used for identification of the current conditions, which are likely to challenge the academic constructs. 3.5.2 Primary Data The present dissertation incorporates a multi-method research process, where the researcher combines secondary and primary data in the same study. This strategy is chosen as the researcher believes that both methods are significantly dependable on each other in the present research context, and that secondary data provides solid theoretical foundation, whereas primary data contributes to the researchers ability to address the most important issues in the present context (Robson, 2002). The primary data is extracted through the conduction of in-depth interviews. 3.5.2.1 In-depth Interviewing In-depth interviews, also known as unstructured interviews, are recognised as an appropriate data collection method as the information they reveal corresponds to the researchers aim of analysing, interpreting and responding to new contextual insight rather than reaching any law-like generalisations. This is why in-depth interviews are a common data collection method in exploratory research projects. Furthermore, in-depth interviews provide greater flexibility as they can be conducted both face-to-face and over a telephone, which is recognised not to affect the interview outcomes differently (Ghauri and Gronhaung, 2002). This can be considered as a significant facilitation especially with respect to the time constraints, which the researcher experiences. In the present context, each sub