Consumer Behavior In The Fashion Industry Essay Example for Free

Consumer Behavior In The Fashion Industry Essay Introduction This study is aimed at analyzing the consumer behavior towards the fashion industry especially in consideration young and mature women in London. Fashions are concerned with the production of fashion clothing. Most consumers in the world today are concerned with the features of the product as they form most important factor in determining the consumer behaviors. Take for example of products of fashion show for young and mature women. The industry is involved in the manufacture clothing. Due to increase and growth of consumerism, the clothing should come up with clothes that make women move with times thus increasing consumption and production. Consumer behavior in the automotive industry especially in consideration to general motors is influenced by culture factors, social factors, Personal factors and Psychological factors. Look more:  the consumer buying process begins when essay RESEARCH OBJECTIVES   The answers to this question will enhance my professional knowledge and competence in many ways.   As a professional I will understand factors influencing consumption in the industry and will enable me make recommendations on improving the fashions market share.The answers to this question also will assist me as a professional by motivating me to ensure that that I work improves their products. 1)To review literature on fashion behaviour and the factors influencing 2)To compare and contrast the buying behaviour of mature and young woman in London regarding buying of fashion clothing 3)To identified the key factors influencing the buying process of fashion clothing in young and mature woman in London 4)To provide recommendation to manufacture of fashion clothing and fashion retailer. Scope of the study The scoop of the study follows literature review of factors influencing. The researcher manages the entire gamut of processes from initial stage of identifying the problem to final stage of report writing. The capabilities required by the researcher in this research in managing the entire project and providing real time for information sharing, decision synchronization and research optimization to all stake holders. What are necessary attribute required by a researcher to manage the dynamics of marketing based on the requirements by industry. However, this study assumes that other factors like family background financial, stability of the family place of birth, race, have no impact on the consumer behaviors. The proposed study will be used as a supplementary framework to focus entirely on the competence of the research. The objects of the study will include; Experimental Correlation Survey Grounded theory Ethnography Narrative Mixed method Action research. This study will be based on a process based on experiment using practical’s as a platform to develop method which will be used as evaluation criteria for the research and researcher in this research question and future researchers The critical review Literature review Consumer behavior in the consumption of any product any where in the world is influenced by culture factors, social factors, Personal factors and Psychological factors. Culture factors In world today culture is one of the most fundamental determinants for one when deciding the product to consume. This is because of a wide range of products and services.   Most of the people due to their cultural influence have started preferring certain products.   Children growing up will learn the culture of parents or peers thus preferring specific values that are crucial to a determining consumption. One of the values they like most is comfort.   These values common in children remain in them even if they grow up. From the culture, somebody may develop certain spending patterns is not something strange.   A child growing up in specific culture is exposed to achievement, success, beliefs and other cultural factors that influence behavior towards consumption. Cultural factors real influence a consumer behavior. Where people believe in values like efficiency and practicality it will influence their consumption is such a situation products that are known to be very efficient in their operations will be preferred. Each culture consists of smaller subcultures that provide more specific identifications.   To its some people consist of racial groups such as the Africans, Americans, Europeans and Asian each have good distinct cultural styles.   They are known to prefer products for example consumption of pork may be rare in middle east because culture and religion. Social factor   Another factors consumer behavior is greatly influenced by social factors like statuses, family and reference groups.   When once goes to the market to purchase a product he will take consideration to his membership groups, social class and family.   These are groups having direct influence to once buying decisions.   These are the groups one associates with most of his time. We have some groups like the upper class prefer buying some products which are not preferred by lower class.   Since companies produces many types of products that fulfill needs this groups and attracts many people.   The influence of a family is very great.   These families using specifics brands greatly encourage their family members to also consume similar products. Co-worker also influence one’s buying decision.   If a boss buys a given commodity the juniors will also try to buy the same. People are also influenced by reference groups in three ways.   Reference groups usually expose a person to a new behavior and lifestyle.   One can belong to a group whose lifestyle believes at consuming a certain product.   If a company produces high quality brands it stands at a better chance of making more sales to such reference group. Reference groups also influence one’s attitudes because their desires fit in these groups. People may prefer some products from a certain company, hence once could like to join his friend or family member towards belonging to the same social class by buying a that product. Also reference groups influence similarity and conformity that may make a person to alive at a specific decision.   So doing one will eventually buy a product similar to that of his friend. People who are in the same social class share similar values, interests, and behavior.   For example there is upper class people who are social elite with a good family background. Personal factors Age and life cycle stage greatly influence consumer buying behavior of almost all products from all industries. Most Bachelors tend to prefer specific brands associated by most youths. But those who are newly married, young and better of financially prefer buying consume different products. In making the final decision of buying a product one’s personal characteristics like his age and life-cycle stage, lifestyle, occupation, economic circumstances and personality will influence his choice. Companies take much consideration to personal characteristics of various groups of people before coming up with a product in order to meet the needs and demand of its people. A child growing up and exposed to some values like material comfort, external comfort and achievement and success will be influenced by those characteristics to consume. For example in America people like buying products that gives them external comfort. People in various professions like occupation managers, school heads, senior government officers, mayors, engineers, lawyers and physicians usually buy some products with the most recent technology. Economic circumstances also influence once buying pattern.   Most people especially those who are highly paid with good saving and with good personnel incomes buy expensive products. The lifestyle of a person influences his or her buying pattern.   People may belong to the same occupation, social class and subculture but leading different lifestyles usually prefer products that feed that group. Personality and self-concept: Personality and self confidence also influence consumers buying behavior products and services. For example expensive car, which are electronically controlled and having four wheel drive systems are associated with people who have high Self-confidence Psychological factors Motivation: some people get satisfied when they buy specific products.   people feel that they have satisfied specific needs by buying certain goods and services. Perception: once a person has been motivated he is willing and ready to act.   Most people to be motivated in order to act will depend mostly on their perceptions of the situation. Two people in the same motivated state may act differently depending on how they perceive the situation. A product may appeal to the perception of a specific customer.   For example various colors that cars are attractive giving customers a good picture of the real quality of this car. Beliefs and attitudes: most people follow some set of belief when making a decision on the type of product to consumer. A belief about a certain product will also influence consumption.   These beliefs make up brand images and most people have been proved to act on these images. People always have good attitude towards specific products and if this product meets the performance according to the needs, desire and attitudes consumption will be influenced. METHODOLOGY: The purpose of the study is to find out factors that influence fashion consumption in UK. The phenomenological research design that will be used will involve a study of the consumer behaviors and consumption in fashion industry. This particular study will be done in two phases where the first phase will involve completion of a questionnaire which is commonly known as a questionnaire survey by individuals. This questionnaire survey will be done on a sample of twenty fashion show owners within London . And the second phase will involve the use of some interview which will be in some way semi structured. Each given phase in this design will address the different research questions and their concerns. At some point within the first phase, there will be cases of the first qualitative phase relying on the some quantitative phases that might have been in use in the design. The interviews that will be used in the design will be carried out in a sample of twenty fashion show owners. The interviews will serve to give out information concerning buying behaviors’ among women. These surveys will therefore give some contextual information about the consumption of a specific fashion. Some studies will be conducted using single stage designs and others like this one will be conducted using the two-stage design. When using the two stage design, the contextualization that will be given in the first stage will be very much helpful (Jasper, 1994). The survey will provide a specific frame for which sampling will be done from for the semi structured interviews that will be done on the fashion operators and buyers. And gaining access to the twenty fashion owners will be very essential to getting the right information concerning the consumption of fashion among young and mature women from the sampled group of a given part of city which will be a representation of the whole population of the young and mature. The given questionnaires will have the contacts so that the used sample can be contacted incase more information will be needed. The quantitative data that will be gotten from the phase of questionnaire survey will now be used to get through to the qualitative sample. The questionnaire surveys have always been made with the above additional purpose in mind. In the cases where one researcher will have to make attachments of qualitative sub samples to samples that will be statistically derived will lead to another mixed method of designs in qualitative research methods (George, 2000). Such mixed methods of designs will most of the time benefit the qualitative researchers in that they give them the chance to have a selection of the specific cases from which they will be able to draw upon information that will be contextual that will also enable them to put their hypothesis under test on a large samples that will be statistically be represented. Therefore in most cases, the researcher will have to be decided on which research design he will use in his project. Some researchers do use multiple designs while others will use single designs. This purely depends on the project that one is doing and which research design the researcher will be most comfortable with. There are three major components in a research design model and they are; determination of the limits of the people to be investigated and also what will be investigated, the collection of data and the last component is the analysis of the collected data in a phenomenological manner. In the first component, the researcher will have to know to what limits the participants in the survey will get in trying to give him the required information. Here the researcher will have to put in mind the limits of the twenty fashion owners in trying to give him information as far as matters of fashion consumption. In addition, the researcher will have to have specific issues which he would want to research on (Joan, 2004). At this point in time, the researcher will have to carry out his project purely on the safety of the crane operators. In trying to get information, the phenomenologist will have to engage himself in an in-depth probing so that quality information may be found. After identifying the sample group that will help in giving the required information, the following step will now involve identifying the most efficient data collection methods. The following methods will be the most preferred methods for this particular survey; the in-depth semi structured interviews that will have to be tape recorded and later on be transcribed. The second data collection method will be the use of a documentary study from which the writings of the subject matter will have to be reviewed so that their meanings can be properly derived from them. This second method will be used hand in hand with the first method (Johnson, 2000). The third and the last data collection method will be the technique of the participant observation. This particular technique will lead to a generation of some kind of an interview. It will be worth noting that in phenomenological research tape recording is important because the tapes will later be transcribed. Sampling designs strategies in qualitative research. There are many different qualitative sampling designs that will be used at the different stages of the research or still they will be used for the different purposes of the research. There are those questions that the researchers should constantly be asking themselves which will serve to give relevant information on the sampling strategy design that the researcher would have chosen to use. It will be very crucial for the researcher to give a clear definition of the objectives of the research. The time that will be spent making clarification with the client will be a time that will be well spent (Kendy, 19976). Most of the times, in qualitative research, the objectives of the project might be refined as the research will keep on progressing. Sometimes the available resources will try to undermine the progress of a researcher’s project. This should be prevented to happen by considering the available human resources to the project at hand and also the nature of the method of data collection. The length of interview that is the qualitative interview will have a great impact on the qualitative sampling design strategy and the final decision of the given sample size. For instance longer interviews will provide detailed data than shorter interviews. With this in mind a decision may be taken on whether to carry out longer or shorter interviews.The sampling size should also be put in mind. This will basically depend on the homogeneous or the heterogeneous nature of the population to be sampled and the requirements of the methods of the data collection that will be employed in this research. Data analysis After the researcher will collect the data, she/he will tabulate the data into tables and analyze it using frequencies descriptive and percentages. The processing of the survey results. The processing of the survey results need not to wait until has been completed, but can begin as soon as the first questionnaires are received. The main steps are; Coding. Nowadays the computer is used widely to process information. For that reason it is often advisable to code the information or even use a preceded questionnaire to facilitate the necessary processing and calculations. Punching. Subsequently the information can be punched for computer purposes. Data tabulation. With the aid of a computer, raw tables may be compiled. These tales are often only preliminary and may serve as guidelines for further analyses and condensed into possibly more meaningful tables. Statistical processing. With the previous step as a basis the information can be processed further until it yields objectives and clear answers to the problem or opportunity which is being investigated. REFERENCES Aaker, D.A., Keller, K.L. (2000), Consumer evaluations of brand extensions, Journal of Marketing, Vol. 54 pp.27-41.    Bloom P.N. and   Greyser S. A. (1981);   ‘The Maturity of Consumerism’ Harvad Business Review, Nov-Dec. 1981 pp 130-139) Charles, K. (1990). Methods used in Research. Social Science, 29(10), 1160-1178. Cole Gerald ‘2004; management theory and practice; 6th Edition, TJ International, Pad stow, Cornwall. Creswell, J. (1998). Guidelines to choosing the best research design. Phenomenology, 34, 234-245. Dacin, P.A., Smith, D.C. (2004), The effect of brÐ °nd portfolio characteristics on consumer evaluations of brÐ °nd extensions, Journal of Marketing Research, Vol. 31 pp.197-207. George, H.   (2000). Qualitative research design illustrated.   Journal of Qualitative Methods, 34, 246-257. Jasper, A.  Ã‚   (1994). Phenomenological issues for project researchers.   Phenomenological research method, 4 , 409-414. Johnson, K. (2000). Commonly used research methods. Boston: St. Martin’s Keller, K.L. 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(2006), Strategic brand concept image management, Journal of Marketing, Vol. 50 pp.135-45. Park, C.W., Milberg, S., Lawson, R. (2001), Evaluation of brÐ °nd extensions: thÐ µ role of product feature similarity and brÐ °nd concept consistency, Journal of Consumer Research, Vol. 18 pp.185-93. Richard, S. (2002). Methods used in social research. Oxford: OUP. Ries, A., Trout, J. (2006), Positioning: ThÐ µ Battle for Your Mind, McGraw-Hill Inc., New York, NY., . Robson, C. (2000). The Handbook of Research Methodology. Oxford: Blackwell. Romeo, J.B. (2001), ThÐ µ effect of negative information on thÐ µ evaluations of brÐ °nd extensions and thÐ µ family brÐ °nd, in Holman, R.H., Solomon, M.R. (Eds),Advances in Consumer Research, Vol. 18.   Rowe, D., Bartleman, D., Khirallah, M. Smydra, M., Keith, G., and Ponder, M. (1999), .Reduce cynicism and apathy and create positive change agents: Essential and missing components of our educational curricula. Tauber, E.M. (2003), Fit and leverage in brÐ °nd extensions, in Aaker, D.A., Biel, A. (Eds),BrÐ °nd Equity Advertising: Advertising’s Role in Building Strong BrÐ °nds, Erlbaum, Hillsdale, NJ, pp.313-18. Wright, T., (2001), .A review of definitions and frameworks for sustainability in higher education draft, Assessing Progress Toward Sustainability in Higher Education consultation presentation paper, Washington, D.C.

Consumer Behaviour- Soft Drink Industry Essay Example for Free

Consumer Behaviour- Soft Drink Industry Essay Introduction The soft drink industry in India is one of the most competitive with many international and domestic players operating in the market. Initially domestic players like Parle group dominated the Indian soft drink market with brands like Thums up, Limca, Goldspot etc. However with the re-entry of MNC players like Pepsi in 1991 and Coca-Cola in 1993, the market took a decisive shift in favour of these MNCs and over the years Coca-Cola and Pepsi have become the prominent players in the market. Soft drinks can be principally classified into carbonated and non-carbonated. Carbonated drinks include cola, lemon and orange flavors while non carbonated drinks principally comprise of mango flavor. The carbonated cola products constitute 60% of the soft drink market and three prominent brands in this category are Pepsi, Coca-Cola and Thums up. Thums up was a brand from Parle until Coca-Cola bought it in 1993 and tried to kill it to push its own brand. But the loyal customers of Thums up never let it die and the brand still is the leading brand in the Indian soft drink market. Company profile: The Coca-Cola Company The Coca-Cola Company is the world’s largest beverage company. The company’s best known product Coca-Cola was invented by John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated the Coca-Cola Company in 1892. Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1. 5 billion servings each day. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its current chairman and CEO is Muhtar Kent. Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nations top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums. Up (the most trusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the country’s top international investors. By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time. Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs.750 crore) between September 2002 and March 2003. Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process. The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks. Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President, Marketing and was instrumental to the company’s success in developing a brand relevant to the Indian consumer and in tapping India’s vast rural market potential. Following his marketing responsibilities, Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President. Product Range The product range of Coca-Cola includes beverages like: * Coca-Cola The parent brand of Coca-Cola Company, Coca-Cola has a truly remarkable heritage. The world’s favourite drink. * Thums Up Strong Cola taste. Thums Up is a leading sparkling soft drink and most trusted brand in Indian soft drink market. * Sprite A global leader in the lemon lime category, it is second largest sparkling beverage Brand in India. Sprite with it’s cut-thru perspective has managed to be a true teen icon. Sprite’s all about being true to yourself and living by the simple and honest code of your own instincts. No more†¦. no less. * Fanta Over the years Fanta has occupied a strong market place and is identified as â€Å"The Fun Catalyst†. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles. * Limca Lime ‘n’ lemoni Limca can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has remained unchallenged as the No. 1 Sparkling drink in the Cloudy lemon segment. * Minute Maid Pulpy Orange One of world’s largest juice drink brands. Eliminated 80% of the water in orange juice, forming a frozen concentrate that when reconstituted created orange juice. * Maaza Imagine the delicious fruit, Mango bottled. This is what Maaza is all about. Universally loved for its taste, color, thickness, Maaza is the mango lover’s first choice. * Kinley Mineral water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. * Georgia Introduced in 2004, the GEORGIA Gold range of Tea and Coffee beverages is the perfect solution for your office and restaurant needs. Product Information: Thums Up Background Thums Up is a carbonated soft drink (cola) popular and largest selling brand in India where its bold, red thumbs up logo is common. During the late 1970s, the American cola giant Coca-Cola abandoned operations in India rather than make a forced sale of 60% of their equity to an Indian company. Following this, the Parle brothers, Ramesh Chauhan and Prakash Chauhan, along with then CEO Bhanu Vakil, launched Thums Up as their flagship drink, adding to their portfolio of older brands Limca (lime flavor) and Gold Spot (orange flavor). Thums Up was basically a cola drink, but the company never claimed it as such. The formula was just as closely guarded as the famous Coke formula. Thums Up enjoyed a near monopoly with a much stronger market share often overshadowing its other rivals like Coca-Cola’s Campa cola, Double seven and Dukes, but there were many small regional players who had their own market. It even withstood liquor giant United Breweries Group (makers of Kingfisher Beer) Mcdowells Crush, which was another Cola drink, and Double Cola. In 1990, when the Indian government opened the market to multinationals, Pepsi was the first to come in. Thums Up went up against the international giant for an intense onslaught with neither side giving any quarter. With Pepsi roping in major Indian movie stars like Juhi Chawla, to thwart the Indian brand, Thums Up increased its spending on Cricket sponsorship. Then the capacity went from 250ml to 300ml, aptly named MahaCola. This nickname gained popularity in smaller towns where people would ask for Maha Cola instead of Thums Up. The consumers were divided where some felt Pepsi’s mild taste was rather bland. In 1993 Coca-Cola re-entered India after a prolonged absence from 1977 to 1993. But Coca-Cola’s entry made things even more complicated and the fight became a three-way battle. That same year, in a move that baffled many, Parle sold out to Coke for a meager US$ 60 million (considering the market share it had). Now Coca-Cola’s, and Coke has a habit of killing brands in its portfolio that might overshadow it. Coca-Cola soon introduced its cola in cans which was all the rage in India, with Thums Up introduced alongside, albeit in minuscule numbers. Later Coca-Cola started pulling out the Thums Up brand which at that time still had more than 30% market share. Despite its strong overall equity, the brand Thums Up was losing its popularity among the core cola drinking age group of 12 to 25 year olds, partly due to nil advertising. Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi would benefit more than Coke if Thums Up was withdrawn from the market. Instead, Coke decided to use Thums Up to attack Pepsi. The Coca-Cola Company by this time had about 60. 5% share of the Indian soft-drink market but much to its dismay found out that if it took out Thums Up, it would remain with only 28. 72% of the market (according to a report by NGO FinanceTrade in India), hence it once again dusted out the Thums Up brand and re-launched it targeting the 30 to 45 year olds. The brand was re-positioned as a â€Å"manly† drink, drawing on its strong taste qualities. Known to be a strong drink with more power packed into it than other colas, Thums Up kick-started an aggressive campaign directly attacking Pepsi’s TV ads, focusing on the strength of the drink hoping that the depiction of an â€Å"adult† drink would appeal to young consumers. â€Å"Grow up to Thums Up† was a successful campaign. The brand’s market share and equity soared. The brand was unshakeable and Coca-Cola’s declaration that Thums Up was India’s premier cola brand in terms of market share did not surprise many. Other campaigns from Thums Up build on its â€Å"strength† and its perception as a macho drink. Ads showing the Thums Up man, riding through the desert in search of a cantina that sells Thums Up rather than drink another cola, stuck in the minds of many Indians and caught the imagination of youngsters who want to be seen as men. 4 P’s of Marketing Mix for Thums Up. Product: Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. Beverage offered by the company in the size of: * SSRB (Standard size returnable bottle) * PET (600 ml, 1. 5 liter plastic bottle) * CANS (tin pack 330 ml) Price: Thums Up has adopted competition based pricing and so the prices are similar to that of other cola drinks. 1. Glass Bottles – 200ml, 300ml – Rs 12. 00 onwards 2. PET Bottles – 600ml, 1500ml, 2 ltrs, 2. 25 ltrs. – Rs 25. 00 onwards 3. Can – 330ml – Rs 35. 00 45. 00 4. Fountain – Customized – Rs 15. 00-35. 00 can go upto Rs 60. 00 in movie halls Company offers discount on prices or extra quantity of cold drink during festive seasons and winter seasons. Place: Thums Up has a strong distribution channel to make the product available in the market any time, and maintain optimum level of stock in the market. It covers the rural part also to increase the customer reach. The soft drink is made available at all the possible convenient locations to the customers – local area grocery shops, hotels, restaurants, movie halls, multiplexes, shopping malls, supermarkets vending machines, fountain outlets. Promotion: Thums Up has consistently built its sales promotion through various techniques like, blind taste tests, sponsoring exciting events and sports, conducting various contests (win a motor bike contest), etc. Also its ads are designed to create excitement and to communicate the macho personality of the brand. An ad campaign of Thums Up where Akshay Kumar (its brand ambassador since 2003) performs the extreme sport of ‘parkour’ to grab his bottle of Thums Up from a suggestively attractive lady. â€Å"Taste the Thunder† has been the most breakthrough communication campaign for the brand. It stands for masculinity that has constantly been redefined over the years. Competition Thums Up went from being the only cola in the cantina to facing competition from both Coca-Cola and Pepsi. Twenty-six years later it’s still a top cola in India and is one of the strongest brands in the country across categories. The brand name’s positive associations of victory, achievement and celebration are apparently merited as it continues to do well despite a challenging landscape. | | | | | Thums Up’s first competition came in the form of Campa Cola. There were allegations of aggressive exchanges between the two brands at street level but Thums Up (owned by Parle at the time) apparently won the battle both on the ground and in the consumer’s mind. Campa Cola discontinued in 2000 (only to re-emerge as less of a challenger in 2002 from Pure Drinks New Delhi). For a short while Thums Up’s strong taste enjoyed success across the country with scarcely any competition; the brand reigned supreme in the cola market. Currently Thums Up is facing competition from lots of brands coming in the soft drink industry and still it has maintained its top position in the minds of Indian consumers. Today, an Indian consumer sees Thums Up as a unique brand personality which no other brand has acquired in the soft drink industry. | | Conclusion| Thums Up is amongst the oldest domestic brands in soft drinks industry in India and it is the most popular and trusted brands in India. Thums Up enjoyed a near monopoly in India with a much stronger market share till 1990s. But with the advent of Pepsi (1992) and Coca Cola (1993), Thums Up started facing stiff competition. In 1993, Parle sold out to Coke and Thums Up became the brand of Coca-Cola Company. Though Coca-Cola tried to kill Thums-Up to build its own brand, it sooner realized the importance of Thums Up to survive in the Indian market to beat its core competitor Pepsi. Today Thums Up has grown its image from just a soft drink to a lot more for Indian consumers. It has established itself as a distinguished brand with strong taste and which communicates maturity, daring and excitement to its consumers. Thums Up has consistently maintained honesty and trust with its consumers and that’s why it is still the number one cola brand in the country.

Becoming a Successful Entrepreneur is dependent on a good Business

Becoming a Successful Entrepreneur is dependent on a good Business One who undertakes an enterprise-acting as intermediary between capital and labor. -Oxford English Dictionary Introduction Becoming a successful entrepreneur doesnt happen by accident or by chance. It is a long process that involves various strategies, characteristics and quality of person who wants to become a successful entrepreneur. Madan Paliwal who is a successful entrepreneur in his state, says Becoming a successful entrepreneur is not an easy task! There are certain qualities and strategies that are absolutely necessary if you would like to become successful in your business ventures. Madan Paliwals example shows that how some characteristics, qualities and strategies support to becoming a successful entrepreneur. He strongly believes in quality rather than quantities. According to Sharma (2009), It is essential to follow some strategies for the growth and strongly development of business. An entrepreneur organizes different types of industries right from inception has different approaches and call for an in-depth knowledge base. The importance is the entrepreneur starts and operates his own new b usiness. characteristic of An Entrepreneur Kant (2000), All the entrepreneur were men of discipline, high integrity and with strong need for achievement. In India Mr. Madan Paliwal CMD of Miraj Group of Industries has following characteristics and qualities which is important: Initiative: Mr. Madan Paliwal used resources and plan for his business. He started his business with Rs. 200 (Â £3) capital. Now Miraj Group of Companies capital cross Rs. 1000 Crore (Â £15000000). The following companies in Miraj Group of Companies: Miraj Products Pvt. Ltd., Miraj multicolor, Miraj pipe fittings, Miraj Hotels, Miraj Engineering, Eye view motion pictures, Miraj developers, Miraj realcon, Asia packs. (Group profile of miraj group) Miraj groups consumer products are tobacco, tea, soap, matches, plastic, stationary, pipes etc. Therefore we can say the entrepreneur should be initiative to use the available resources and plan for all those who are involved in an enterprise. Goal: An entrepreneur should be able to set realistic but challenging goals for himself as well as for others in the organization. At the time of beginning Madan Paliwal had clear goal and he has achieved maximum goal. Involvement for long time: Madan Paliwal started his business on 18th August 1987. He continues involve in his business. Hence commitment from the entrepreneur for longer period may be 5 to 15 years is necessary for conceptualization, building and running an enterprise. Capacity for problem solving: In the initial phases of an enterprise many teething problems may happen and an entrepreneur should be a creative problem solver to turn difficulties into advantages. Madan Paliwals life is full of struggle. He solved many problems in his business. Good team leader and motivator: An entrepreneur builds up his team; he should educate them, keep them on high level of motivation and also provide an environment for creativity and good work culture. Madan Paliwal started his business as a single person but now a days 1000 employees in his companies. Energetic: Managing resources and running an enterprise calls for long hours of work for longer period of time and hence an entrepreneur is a man of high energy level. Madan Paliwal works 15-16 Hrs. daily. According to him -A labour is also do hard work daily in his life but he earns only 100-200 Rs. per day, hence entrepreneur do work hard in right way. ( Paliwal, 2008) Good communication skills: As a leader an entrepreneur communicates effectively with all concerned such as financiers, employees, customers, suppliers and all who are concerned with the new enterprise. Madan Paliwal is also good communicator. Mental ability: Madan Paliwal born at Nathdwara, A small town in Rajasthan (India). He started small scale industries (Miraj industries), now it is converted into Miraj Products Pvt. Ltd. Sharma (2009) An entrepreneur will be a man of high level intelligence, creative, positive thinking and decision maker with clear objectives in mind. Good Human relation: Tactful and warm human relation is an important factor which brings success to an entrepreneur. Emotional stability and keeping himself as a model to others. Motivates the employees to put their best performance at all levels in the organization. Madan Paliwal also follows good human relations. Strategies: Kant (2000) Strategies are the way of performing the target i.e. how to do a particular work for the achievement of predetermined objectives. 2.0 Business Strategies: There are various strategies which are prepared in the business enterprise like- 2.1. Market Strategies Market Strategies includes the companys relationship with existing and potential customers, its knowledge of changing needs and opportunities in the market, the way it identifies and reaches its customers. Madan Paliwal started Real-estate business at Jaipur. He launched affordable homes, Villas, commercial complex etc. His marketing strategies were very good. After getting success in Jaipur he started new projects in Ajmer, Udaipur, Bhilwara, Mumbai other cities in India. He says that the main strategies that are necessary for getting success in market is attract the market to us, Examine managements assumptions, perceptions, predispositions about the market, and determine to what extent they are valid. And finally evaluate new opportunities in the market, new products, collaboration with others etc. (paliwal, 2008) 2.2. Organization Strategies Organization consists of the structures, systems, policies, procedures and activities of a business, the manner in which it exercises authority, takes decisions, communicates, coordinates and integrates its activities. Madan Paliwal is good organizer. He manages more than 1000 employees in his group of companies. He says the main strategies that are necessary for success in organization strategies are: Analyze the jobs of executives, managers, and supervisors to identify tasks that can be delegated to lower levels and the conditions necessary to make that delegation effective. Next establish clear job descriptions for every position, and create a system whereby the responsibilities and authority of each position are clear to other people in the company. Furthermore determine whether we can innovate any new systems that will further improve our performance. Determine if there are systems successfully employed by other companies that could be used by our company. Finally Assess the eff ectiveness of important systems in the company (e.g. Accounting , Budgeting , Personnel information, Planning etc.) in terms of their speed, their personnel requirements, quality of work, cost of operations, and whether fully being utilized.(paliwal 2008) 2.3. Products, sells and services strategies It means the capacity of the company to deliver products and services. It includes the range and quality of products and services it markets, the technical knowledge and skill of sales and service staff, and the level of technology incorporated in its products and services and utilized to carry on business. Madan Paliwal launched affordable homes for middle lower class people in every project because affordable homes selling easily. After selling homes villas he launches commercial complex in project, hence commercial complex (very costly) become successful (interview with paliwal, 2010). He says that main strategies that are necessary for success in Products, sells and services strategies are: Improve the technology of our products and services by adding new dimension into it and Examine every technology in our company employs. And identify ways to reduce cost. Then Match our products and services as closely as possible with the needs of the market. Next Identify and adapt new and recent technologies to better meet the needs of our customers. Furthermore Introduce new or improved technologies internally that will improve the functioning of our own organization. Besides this Make improvement in our organization (structure, activities, systems, job positions, procedure, rules, regulations etc.) that will improve the development and operation of our technology. Finally continuously expand and upgrade the product and services knowledge and technical expertise of our people. 2.4. Finance Strategies This component defines the way in which the company manages monitors and utilizes capital resources for its growth. It includes the quality of systems and skills for accounting, budgeting and financial management, cash and credit management, control over purchasing and inventory, access to capital. Madan Paliwal started his business with only Rs. 200 capital. He follows following financial strategies to manage financial activities in his companies: A. Determine that our company is exploring and taking advantage of every conceivable source of finance to make our business grow. B. Determine how our company can utilize financial information as a positive instrument for tracking and monitoring performance on key activities. C. Determine what can be done to improve accuracy and timeliness of accounting so that information on performance is available as soon as possible after the day, week, the month, or the job is over. D. Determine what type of indicators we can develop as positive motivating tools to help managers and employees evaluate their own performance. E. Determine what are the keys areas in which the company can save money by improving performance. 2.5. Personnel strategies This component covers the energies, abilities, skills, and attitudes of employees that can be harnessed for growth. People and companies grow together. Miraj Group of companies provides maximum opportunities for their people to grow, find maximum opportunities for their own growth (interview with paliwal, 2010). His Group follows the following personal strategies: A. Recruit people with a high level of energy, good health, highest possible level of education and experience and write type of personality to work well in our company and implement its values. B. Review wage and salary scale, and ensure that the compensation for every position is not only fair, but perceived as fair. Whenever necessary, educate people to understand the true value of the companys benefits package. C. Introduce profit-sharing or equity programs to make our people owners of company and develop the physical and technical skills of our people through formal training programs. D. Develop the managerial and psychological skills of our people through formal training, regular and ongoing training, personal guidance and attention. E. Give greater personal attention to the people you work with (not to their work) and encourage them to do likewise with their people. F. Recognize and reward individual efforts to improve the functioning of our organization. G. Maintain clear and effective two-way communication with all employees H. Implement psychological values such as respect for the individual, personal growth, freedom, and harmony to the highest level. I. Give regular feedback to individuals on their performance and what they can do to improve. 3.0. Other strategies Other strategies have been followed by Miraj Group of Companies are: 3.1 Stability strategy Miraj Group has a stable environment, limited number of products, customers, suppliers and competitors, minimum need for skills and so on may follow what is called the Stability Strategy such an organization is satisfied with its existing level of activities and wants the same to continue. 3.2 Growth strategy An organization that wants to raise its level of performance may adopt what is called the Growth Strategy. The following measures adopted by Miraj Group of companies: Development of new products for the existing markets. Creation of new uses for the existing products. Development of new products for new markets. 3.3 Vertical Integration strategy A business enterprise itself may decide to produce the raw materials needed for production to ensure continuous supply. On the other hand, it may also decide to start its own sales outlets to serve its customers better. In either case, the strategy is known as the Vertical Integration Strategy. 3.4 Product Elimination Strategy A business unit may also eliminate products that have become unpopular with the buyers and bring only losses. Such unsuccessful products also damage the image of the business. Thus, the Product Elimination Strategy may be adopted by a firm to avoid loss of profits as well as reputation. 3.5 Merger Strategy It is also possible that identical business units may combine to rationalize production and sales and thereby derive the benefits of economics of large-scale operations. This is what is known as the Merger Strategy. 4.0 Conclusion In the 21st century the concept of entrepreneurship is essentially related to innovative endeavors. It is through to be concerned with introducing something new in the environment of tough competition. Entrepreneur types of individuals who are highly determined, confident, creative and innovative, sales oriented personalities well in tune with trends and who are able to translate a vision into a real small business. They are encouraging young individual to form new business enterprises and providing such government supports as infrastructural facilities (like water, power, Transpiration, Industrial sheds or developed plots, Communication system and tax incentives, to facilitate this formation process. Madan paliwal successfully followed all above mention strategies in his business since many years. All these strategies are very efficiently and effectively followed by an enterprise for the success of his own as well as for the growth of business enterprise As good as the business strategies; the well is the position of the business. It is impossible to become a successful entrepreneur without business strategy. All the strategies which are mention above should be followed by the person who wants to become a successful entrepreneur. Word Count (2183)

People and Food Essay examples -- essays research papers

"PEOPLE AND FOOD People are for the most part clueless when it comes to food. God forbid you might actually cook something at home. Have you ever noticed the size of the frozen food sections at grocery stores? They are fucking huge! Throwing a pizza pocket in the microwave is NOT cooking. I constantly see people with their shopping carts overflowing with yummy frozen goodness. LAZY FUCKS!! Included in that demographic are those who rely on the food delivery industry. Ther isn’t much you can’t have brought right to your front door these days. I have a neighbor who I would bet has food delivered at least four days a week. How lazy can you get?! I guess it has a lot to do with how you are brought up. If your parents sucked at cooking oe pumped you full of frozen dinners I guess you would probably do the same as an adult. I find it interesting what people believe to be â€Å"fine dining†. Outback, Olive Garden, RED FUCKING LOBSTER??!! â€Å"We are taking mom out for her birthday, someplace nice, how about Red Lobster?† Are you fucking kidding me?! That place has some of the worst food I have ever had the displeasure of consuming! I am NOT a picky eater and the only thing I can manage to eat there are the little cheasy bisquit thingys. What is the draw of that place?! I don’t get it. Anyone who thinks that place is good was raised in a bubble and never given the chance to have any real food. At least the menu at Outback and the â€Å"OG† are somewhat edible. The problem is people actually perceive these places as â€Å"fine dining† FUCK THAT!! It’s overpriced mediocre crap that you can get by pulling off of any friggin off ramp in the country. I think that’s part of the draw, it’s a safety net of sorts. People don’t want to risk trying some place new so they go with what they already know. Come on people get some balls! In the City I live in we have a small hole in the wall steak house that has been around forever. It has received awards from Sunset magazine for the quality of their steaks. One day I’m in line at a local grocery store. The people in front of me ask the checker to recommend a place to get a good steak in town. She says â€Å"go to Outback they are great† I was thinking to myself â€Å"WHAT THE FUCK ARE YOU TALKING ABOUT LADY!!!!† So I say â€Å"what about Jack’s?† she says â€Å"well I’ve lived here for twenty years and have never been able to get into Jacks because the wait is... ...siness anytime soon. My wife and I lived in Missouri (misery) for a couple years. We moved there due to a job opportunity. There are many things different about the mid west. The list is too large for me to really go into. There is one thing I find interesting though. They have an appetizer they call â€Å"toasted ravioli†. Don’t get me wrong, they are tasty little buggers but there is nothing â€Å"toasted† about them. They are DEEP FRIED you jackasses!! Deep fried cheese filled raviolis served with marinara sauce on the side. Just call them what they are you freaky mid west bastards!! Here is something I have never understood. People who absolutely have to have the crust removed from their bread before they eat it. What the?!!!†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.is there some poison in crust I’m not aware of? How much of a wussy freak do you have to be? These are just people who we’re brought up by fucked up parents. How in the hell does someone suddenly decide that they will drop dead from eating a little crust? It’s the same fucking shit as the rest of the bread just a little darker. Now they actually produce crust-less bread for these fucking morons. I bet Jeffery Dahmer removed his crusts." lol thanks Rich

Sin in The Scarlet Letter :: Scarlet Letter essays

Sin in The Scarlet Letter Since the dawn of time people have read, studied and enjoyed books in which the hero or heroes fall from grace. No matter who those heroes are- the human race in The Bible,the demon prince Lestat in Anne Rice's "Vampire Chronicles"or a certain Thane of Cawdor in "Macbeth"- sin plays a greatpart in all of their downfalls and subsequent ressurections.And the three main characters in Hawthorne's "The Scarlet Letter"-Dimmesdale, Chillingsworth, and Hester Prynne- are no different. All three characters are flung from the normal rolesthat society has laid upon them- minister, housewife, doctor-into new roles- sinner, whore, and vengance crazed sadist.These new roles are not necessarily apparent to all in town.However, even though the townspeople do not know of thesinners, God does. And in God's eyes, whose sin was greater?That, I cannot answer. But in this mere mortal's opinion, the sin of Chillingsworth far outdid the sin of Dimmesdale or Hester Prynne, for Chillingsworth's sin was one of revengeand one of secrecy. He was not driven by an anger at his ownsin, but by the sin of others. He used deception andmanipulation to make the life of another miserable. He wasnot flung from society's view as if he were a dirty secretlike Hester was; he was embraced by it. However, his sin didtake it's toll. He was disfigured horribly and became atwisted man, scarred by sin. He also was robbed of thepleasure of destroying Dimmesdale which was his reason forliving. He died shortly after Dimmesdale. Hester Prynne, however, was the complete opposite of Chillingworth in that her sin gave her life, not destroyed it. She took her punishment and embraced it, using it to rebuild herself not as a pathetic sinner, but as a pseudo-saint. At first, the town shunned her as a sinner. However,after they saw that she was good, and her sin was of love,the same town embraced and loved her. Her sin drew her moredeeply into the society of Boston than she ever was before.And when her time to die came, she did so with honor. HesterPrynne - sinner and saint. However, Hester's sin was shared. Whereas she was asinner on the outside and a saint on the inside, ArthurDimmesdale is the reverse, both literally and figuratively.

Asoka of India :: essays research papers

Asoka was one of the greatest rulers of ancient India. He was the grandson of Chandragupta Maurya of Magadha who established the first Indian empire. Chandragupta reigned for twenty-four years before relinquishing his throne in favor of his son, Bundusara (Asoka’s father), who left no noticeable mark upon the empire. Asoka was born in 304 B.C. and was known in his youth as Canda Asoka (the fierce Asoka) because of his aggressive nature. Asoka came to the throne in 270 B.C. after a power struggle that ended in the death of one of his brothers. He was at first disposed to follow the example of his father and grandfather and complete the conquest of the Indian peninsula. In about 256 B.C. Asoka attacked Kalinga, a country on the east coast of Madras, in order to expand his empire, which he ruled as a tyrant at the time. Asoka succeeded in conquering Kalinga in the bloody war in which 100,000 men were killed, 150,000 injured, and thousands were captured and retained as slaves. The sight of the slaughter involved in his conquest deeply distressed Asoka and deeply affected his mind. Overwhelmed by the carnage, he changed his way of life. Asoka, who practiced Brahmanism, renounced war forever and sought peace in Buddha’s preachings of love and ahimsa. The war developed in him a hatred of all kinds of violence so he gave up hunting and the slaughtering of animals. He became a strict vegetarian. His son, Mahinda, became a Theraveda monk and was sent to introduce Buddhism to Sri Lanka. Asoka spent time piously retracing the steps of the Buddha and raising stupas inscribed with moral injunctions and imperatives at holy places of pilgrimage, and for some two years he became a member of a Buddhist order without relinquishing his role as Emperor. Asoka’s conversion to Buddhism, affected with the help of his own teacher, Upragupta, was gradual. Even though he did little to change the system of government he inherited, he introduced a novel and powerful moral idealism, which was a moral rule or way of life in the Buddhist sense, as he understood it. He called this the â€Å"Law of Piety.† This law, though following the tenets of the Buddha, was distinct from them and peculiar to Asoka. It was to become one of the great turning points of the civilization of the East, having profound effects throughout the neighboring kingdoms, not least in

Social Justice Assignment

In this assignment, the relevance of Rawls theory of social justice in improving the wellbeing of the people in society has been discussed. Social justice as understood by the writer is concerned with equal justice, not just in courts but in all aspects of society. This concepts demand that people have equal rights and opportunities: everyone, from the poorest person on the margins of society to the wealthiest deserves an even playing field.According to the Wikipedia encyclopedia â€Å"social justice generally refers to the ideas of creating a society of institution that is based on the principal of equality and solidarity, that understands and values human rights, and that recognizes the dignity of every human being†. This means giving to each what he or she is due. It’s about the fair and proper administration of laws conforming to the natural law that all persons, irrespective of ethnic origin, gender, possessions, race religion etc are to be treated equally without prejudice. Rawls Theory of Social JusticeRawls theory of justice revolves around the adaption of two fundamental principals of justice which would, in turn, guarantee a just and morally acceptable society. The first principal guarantees the right of each person to have the most extensive basic liberty compatible with the liberty of others. The second principle states that the social and economic positions are to be (a) to everyone’s advantage (b) open to all. Norman. D (1987:145) explains that â€Å"John Rawls is widely known for his theory of justice as fairness, which develops principals of justice to govern a modern social order.Rawls theory provides a frame work that explains the significance, ion society assumed to consist of free and equal persons, of political and personal liberties, of equal opportunities, and cooperative arrangements that benefit the more and the less advantaged members of society. † It can be seen that John Rawls discusses his own theory of s ocial justice, which he calls â€Å"justice as fairness†. In his theory, Rawls defines two basic principles of justice. First, each person should be guaranteed certain freedoms regardless of his or social status.These freedoms include political liberties such as the right to vote and eligibility for public office. Everyone is entitled to free speech, as well as freedom of conscious and thought. People should be free to own their own property and free from unlawful arrest and seizure. Pogge W. (1999:87) adds that â€Å"Justice is the first virtue of social institutions, as truth is of systems of thought. A theory however elegant and economical must be rejected or revised if it is untrue; likewise laws and institutions no matter how efficient and well-arranged must be reformed or abolished if they are unjust†.Each person possesses an inviolability founded on justice that even the welfare of society as a whole cannot override. For this reason justice denies that the loss of freedom for some is made right by a greater good shared by others. It does not allow that the sacrifices imposed on a few are outweighed by the larger sum of advantages enjoyed by many. Rawls second principal of justice states that inequities are actually okay in society as long as these inequalities still help the less fortunate.In other words, everyone deserves an equal opportunity to achieve his or her goals. For example it it is okay that a CEO of Zesco makes more than a worker but all workers should have the opportunity to achieve that work status. Rawls states that these two principals are essential in order for justice as fairness to occur. According to Rawls, inequalities sometimes become unjust. Pogge W. (1999:67) stresses that â€Å"just because Rawls’s conception of social justice values equality, this does not mean that equal out comes will be achieved in society, or that they even can be.In fact, Rawls second principle asserts that inequalities in society are acceptable as long as they meet two conditions. First, as per the equal opportunity principle. † Inequalities are acceptable if every person in society, if every person is has a reasonable chance of obtaining the positions that lead to the inequalities. An example would be equal opportunity to achieve any job. Rawls (2003:43) specifies that â€Å"fair equality of opportunity requires not merely that public offices and social positions open in the formal sense, but that all should have a fair chance to attain them†.After explaining that today’s economic inequalities are simply not acceptable, Rawls (2003:59-60) explains the differences principal this way â€Å"to say that inequalities income and wealth are to be arranged for the greatest benefit of the least advantaged simply means that we are to compare schemes of cooperation by seeing how well off the leased advantaged are under each scheme, and then to select the scheme under which the least disadvantaged are better off than they are under any scheme.†With two competing arrangements of incomes in society, the fairer of the two and therefore the more just of the two is the one that is to the greatest benefit of the least advantage. Relevance of John Rawls theory of social justice in improving human wellbeing in society. Rawls' theory provides a framework that explains the significance, in a society assumed to consist of free and equal persons, of political and personal liberties, of equal opportunity, and cooperative arrangements that benefit the more and the less advantaged members of society. The following are the reasons why this theory is relevant.It advocates for equal rights of individuals. According to Voice . P (2011:189) stresses that â€Å"one the first principle –each person is to have an equal right to the most extensive total system of basic equal liberties compatible with similar systems of basic equal liberties compatible with a similar system of liberty for all. The second principle states that social and economic inequalities are to be arranged so that they are both: (a) to the greatest benefit of the least advantaged consistent with the just savings principal, (b) attached to offices and positions open to all under conditions of fair equality of opportunity.†.These principals distribute the primary goods, rights and liberties in the first principles and opportunities, income and wealth in the second principal. The theory addresses injustices by recognizing the importance of social institutions in society. Rawls theory is very realistic in that it looks at the actual events and institutions that exist in society. As stated earlier, social justice is the idea of creating a society or institution that is based on the principles of equality and solidarity, that understands and values human rights, and that recognizes the dignity of every human being.From this theory it can be seen that he Rawls advocates for a society in which ther e is cooperation. Lovett . F (2011:10) explains that â€Å"the basic structure of a society which he defines as a way in which major social institutions distribute fundamental rights and duties determine the division of advantage from social cooperation. In A Theory of Justice, Rawls begins with the statement that Justice is the first virtue of social institution,’’ meaning that a good society is one structured according to principals of justice. †Abasic structure of a society is a set of social institutions and practices that systematically influence how well our lives can be expected to go, individual efforts aside. Here, Rawls explains the importance of principles of justice for two key purposes. First, to provide a way of assigning rights and duties in the basic institutions of society, and secondly, to define the appropriate distribution of the benefits and burdens of society. He observes that, by his definition, well-ordered societies are rare due to the f act that what is just and unjust is usually in dispute.He further notes that a well-ordered and perfectly just society must be formulated in a way that addresses the problems of efficiency, coordination, and stability. It acknowledges the importance of human rights. Rawls (2003:75) says â€Å"A just world order is perhaps best seen as a society of peoples, each people maintaining a well-ordered and decent political (domestic) regime, not necessarily democratic but fully respecting basic human rights.†Human rights are expansive and include rights in the following areas: general freedom; dignity; life; liberty; security; equality before the law; fair and public hearings by independent and impartial tribunals; presumption of innocence until proven guilty; freedom of movement and residence; right to seek and gain asylum from persecution. † The above are not the only human rights, but there are others. Human rights are expansive and include rights in many areas. For example, there should ne explicit inclusion of economic, social and cultural rights. Rights of disadvantaged groups including children, women, disabled and the elderly.Rawls theory is based on the social contract. The social contract according to the Wikipedia encyclopedia is â€Å"an intellectual construct that typically addresses two questions, first, that of the origin of society, and second, the question of the legitimacy of the authority of the state over the individual. Social contract arguments typically posit that individuals have consented, either explicitly or tacitly, to surrender some of their freedoms and submit to the authority of the ruler or magistrate (or to the decision of a majority), in exchange for protection of their natural rights†.This means people need to agree on some ground rules in order to live together in harmony. Deneulin S. and Shahani L (2009:234) stresses that â€Å"Rawls turned to social contract tradition, when justice is understood as the outcome of mutual advantage†. Rawls conception of social justice is developed around the idea of a social contract, whereby people freely enter into an agreement to follow certain rules for the betterment of everyone. For example, people cast their votes during presidential or parliamentary election so that these people can represent then and address issues that affect society.If they fail to work according to the expectations of the people, they are voted out. The theory also recognizes the fact that inequalities should be of benefit to all the people in society. In other words, everyone deserves an opportunity to achieve his or her goals. Pogge W (1989:47) stipulates that â€Å"inequalities are acceptable as long as they meet two conditions. Daniel N (2009:57) explains that â€Å"inequalities in society are at times just. There are atleast two reasons for this. First economic inequalities that motivate people to strive for more can sometimes be justified, second inequalities may result from differential claims on merit†.For example, it can be looked at to be unfair if a person is getting 200 million while others are getting 20million but all workers should have the opportunity to achieve that work status. . Every person should be able benefit from the national cake depending on how much is available. This theory calls for meritocracy. that Rawls’s theory of justice acknowledges meritocracy in society. This is relevant in that meritocracy is based on ability and talent rather than on class privilege or wealth. The allocation of rewards, positions and responsibilities is objective and upon the merit of an individual.By doing so the disadvantaged members of society should also benefit. Inequalities must only occur in certain institutions and jobs that there is unequal opportunity for all to obtain. These inequalities must only occur in certain institutions and jobs that there is an equal opportunity for all to obtain. These inequalities include th e distribution of income and wealth. Also inequalities are acceptable if they are used for the purpose of delegating different responsibilities in a chain of command. The other relevance is that, the theory is based on the foundation of justice is fairness.Fairness means free from bias or injustice or the ability to make judgments free from discrimination or dishonesty. According to Rawls, justice is what free and equal persons would agree to as basic terms of social cooperation in conditions that are fair for this purpose. This idea he calls â€Å"justice as fairness. † Daniel N (2009:76) states that â€Å"Justice is the most important political value and applies to the ‘basic institutions of society’ – the political constitution and the institutions that regulate the market, property, family, freedom, and so on – because it is intimately connected to what society is and what it is for.If society is a matter of cooperation between equals for mutua l advantage, the conditions for this cooperation need to be defended and any inequalities in social positions must be justified†. Were there is justice there is peace free participation of individuals in society. This is to say the principles that free and rational persons concerned to further their own interests would accept in an initial position of equality as defining the fundamental terms of their association. Justice, then, is fairness. Deneulin S.and Shahani L (2009:123)â€Å"For our agreement to secure a fair, impartial procedure, we need to eliminate any possible bias towards, say, the rich or the poor, or the religious or the atheist. So, argues Rawls, assume that we are to agree on these principles without knowing what our position in society will be or what our idea of the good is. The point of this ‘veil of ignorance’ is to ensure that no one is advantaged or disadvantaged in the choice of principles by the outcome of natural chance or the contingenc y of social circumstances†. This theory is relevant in that, it advocates for social justice.This is relevant to the wellbeing of the people in that credit is able to go to those who deserve it. For example, most people who benefit from the bursary scheme are those who are capable of paying. The people it is intended to help do not even have access to it. Therefore, society craves for a time when the vulnerable will have a share of the national cake. Thus, Since all are similar situated and no one is able to design principles to favor his particular condition, the principles of justice are the result of a fair agreement or bargain.Conclusion In conclusion, it should be noted that, Rawls theory is relevant in improving the wellbeing of the people in society. It is very practical in that it is marked by both conflicts between differing individual interests and an identity of shared interests. According to Rawls, when the two principles are satisfied, each person’s liberti es are secured and there is a sense defined by the difference principle in which everyone is benefited by social co-operation