Business Plan Essay

We all know that there are already many kinds of perfume that is being  produced by different local manufacturers. Now days, many consumers are becoming conscious on how they smell and they are very choosy of the kind of perfume that they buy and use at a very reasonable price. This kind of perfume is made from various oils that is blended to come up an enchanted perfume that every body will surely love. The plan in putting up this business started, when the proponent compose of the 4 girls of Lumabas-Sibbaluca Family who love to try various perfume scents and they are very fond of using colognes. They cannot go out of their house without spraying cologne so they decided to put up a business which is close to their heart and that is manufacturing perfume. Brief Description of the Project The SCENT of the ORIENT is a company that manufactures perfume which is extracted from various flowers that can be found in our country. This product is chemically proven to be hypo-allergenic so that it can be used by every Filipino and even those who are sensitive to some chemicals. The proponents decide to manufacture this product because every Filipino specially women who love to put perfume whenever they go out or even at home to feel fresh and fragrant all day. Mission The company is drive by its mission by providing competitive, low cost, hypo-allergenic, good quality perfumery products to every Filipino who wanted to have a positive effect to everyone they will encounter by their capturing scent. Objectives The company aims to expand its market not only in the country but other parts of the world. The company wanted to promote their product internationally to prove the ingenuity and talent of every Filipino. The company also aims to give jobs to Filipino to be able to help in the unemployment problem of the country. Brief Profile of the Entrepreneur The Scent of the Orient is a corporation owned by Maria Rosela Aznar, Maureen Marie Doctora, Mary Rose De Leon and Cleta Sibbaluca. The eldest daugther Ms. Rosela Aznar, is a trainor on Perfume making which had initiated to put  up the corporation. The other owners would like to have an additional source of income which will eventually be the major source of income on the success of the business. Project’s Contributions to the Economy The Scent of the Orient deals how the corporation can help uplift the economy of the country by providing income generating activities that will increase number employment as well as the contribution it will do to the government. SECTION 1 MARKETING PLAN 1.1Description of the Product Since the beginning of recorded history, humans have attempted to mask or enhance their own odor by using perfume, which emulates nature’s pleasant smells. Many natural and man-made materials have been used to make perfume to apply to the skin and clothing, to put in cleaners and cosmetics, or to scent the air. Because of differences in body chemistry, temperature, and body odors, no perfume will smell exactly the same on any two people. Natural ingredients flowers, grasses, spices, fruit, wood, roots, resins, balsams, leaves, gums, and animal secretions as well as resources like alcohol, petrochemicals, coal, and coal tars are used in the manufacture of perfumes. Some plants, such as lily of the valley, do not produce oils naturally. In fact, only about 2,000 of the 250,000 known flowering plant species contain these essential oils. Therefore, synthetic chemicals must be used to re-create the smells of non-oily substances. Synthetics also create original scents not found in nature From the name of the product, the consumers will know that this perfume that acquire sweet and mild scent that is very pleasing to the nose. The product label has been design in a creative logo and that is a beautiful sensuous ans care free spirited young lady. This product which is one kind of perfume, is basically made by the proponent as perfumes that can be used even in day time and that it scent last for a long time even if you sweat due to strenuous activities like working out in a gym, doing households chores or just do malling with your friends. 1.2Comparison of the Product with Its Competitors

Short Story of Roald Dahl

â€Å"A Connoisseur's Revenge† Plot/Description This is one of my favorite Dahl stories, and the one with (I think) the most potent twist in the tail of all. It's not until the very last sentence that you understand the true story. Spoiler warning! Lionel Lampson is a wealthy older gentleman who enjoys fine art and the company of the upper classes. One night he escorts a vulgar woman named Gladys Ponsonby home from a dinner party. Gladys, who is a little drunk, shows off a new portrait of herself that she had commissioned. She tells Lionel a secret – the artist, John Royden, paints all his subjects first in the nude, then in their underwear, and lastly in their clothes. He is shocked and correctly deduces that this is why all the wealthy women in town are rushing to have their portraits painted by him. Gladys then changes the subject and asks Lionel about his relationship with a young beauty named Janet de Pelagia. Lionel is embarrassed until Gladys relates that earlier that afternoon Janet had called him a â€Å"crashing bore†. Lionel is outraged and forces Gladys to repeat the entire conversation. He is so upset to hear what Janet thinks about him that he swoons. The next day he wakes and vows revenge. He hits upon the perfect plan and calls up this artist Royden. He tells him that he'd like a picture of Janet, but doesn't want her to know about it. He pays Royden a handsome amount for his services, and then goes off to Italy for four months. By the time Lionel returns, Royden has finished the painting and it's the talk of the Royal Academy. Royden delivers it to Lionel, who can't wait to move on to the second part of his plan. He is an expert clearner and restorer of paintings, and very carefully he begins to remove the top layer (the clothing) of the painting. By the time he has finished, Janet de Pelagia is standing before him almost life-size in nothing but her underclothes. Lionel then invites Janet and all the top members of society to his home for a dinner party. He keeps the dining room dark and they eat by candlelight. At the very end, he has the maid turn on the light. As he slips from the room, he has the pleasure of seeing on Janet's face the â€Å"surprised, not-quite-understanding look of a person who precisely one second before has been shot dead, right through the heart†. As the outraged guests begin to exclaim over the painting, Lionel gets into his car and speeds off to his other house. Two days later, he receives a phone call from Gladys Ponsonby that kills his good mood. She tells him that all his old friends are against him and have sworn never to speak to him again. Lionel begins to feel quite bad. Then, in the post arrives a letter from Janet forgiving him and saying that she knew it was a joke and that she's always loved him. She also sends him a jar of his favorite food, caviare. As the story ends, Lionel mentions that he might have eaten too much of it, as he isn't feeling too well right now. In fact, he says, â€Å"come to think of it, I really do feel rather ill all of a sudden. † (If you don't get it, she sent him poisoned caviare as her revenge

A Study of factors affecting moving forward

To properly critique this article, many guidelines are considered which include: data analysis and findings, discussion of the implication/recommendations, the statement of he problem, a literature review, hypothesis or research questions, description of conceptual/theoretical framework, research designs, sample and population, explanation of data collection and measurement, and explanation of procedures. Introduction Spinal cord injury (SIC) is a traumatic and devastating event in any person's life (Chem., 2013).Spinal cord injury might be partial or total, but whichever type can cause impairment of physical mobility leaving those affected with challenges of coping with rehabilitation. However, current treatment entities to focus in the provision of care in the acute stage and the prevention and (Chem., 2013) treatment of complications (Chem., 2013). SIC continues to impact the lives of those affected and their families socially, physically, mentally, and spiritually. Independence t o the greatest ability of the patient is a long-term goal.By providing a multi-disciplinary team to treat a patient, it gives additional professional support to allow a more rounded, stronger, and more positive recovery. Although many scientists are studying nerve regeneration and conducting stem cell research (Chem., 201 3) for the retirement of SIC but the cure is still a long way off (Chem., 2013). However, self-perception, age, self-efficacy are factors influencing individuals with SIC to successfully moving forward without withdrawing from the society.Patients who effectively learn to cope and work with disabilities can then have a positive self-perception and achieve optimal self-efficacy. Today, asking questions, seeking answers, and implementing evidence-best practices will advance and guide how care is provided for the SIC patient with the goal of a more enriched life post-injury. Rehabilitation assists the individual to achieve he highest possible level of self-care and in dependence. This study was conducted in Taiwan, so it is vital to study the behaviors, cultures, and definitions when reviewing the literature.Varying health beliefs on illness and behavior are expected. The difference does not mean that the study is invalid or negative. The research design for this quantitative article Was a descriptive-correlation, cross-sectional study. They studied the relationships between â€Å"moving-forward behavior† and how it relates to age, demographics, and disease characteristics (Chem., 2013). Three characteristics were combined o define â€Å"moving-forward behavior: self-efficacy, self-perception, and social support.

Accounting for Strategy and Management Control Essay

Accounting for Strategy and Management Control - Essay Example 888). In this paper, though, the context of â€Å"winner’s curse† is in the nature of cost underestimation leading to bids below actual costs in auctions for business contracts, such as construction projects. Winner’s curse refers to the loss incurred in winning a project in an auction, on a bid below actual cost. The chosen article is a well-written piece and has been published in at least one peer-reviewed academic journal. As with every study, however, there are aspects in which it may be improved upon, as well as those in which it excels. These points shall be discussed here, section by section. The introduction provides an overview of the organization of the paper, which is helpful to the reader. But the introduction is written like an abstract that immediately jumps to the conclusion, and does not elaborate on the contextual basis of the study. The reader has to peruse this section repeatedly to get an idea of the perspective of the research, something which the authors could have addressed by developing a comprehensive background to the problem that describes real world situations that the study finds application in. By allowing the reader to familiarize himself with the topic from the basis of past experiences or commonly encountered situations, the introduction would have provided the reader a better comprehension of the full implications of the study. The introduction also makes use of many terms which, while not entirely specialized or complicated, admits of specialized operational meanings as they are used in the study. For instance, the very use of â€Å"winner’s curse† is in the sense of sellers of goods and services in the auction and award of projects, not in the more general and commonplace sense as described in the Encyclopaedia of Operations Research & Management Science (see opening paragraph). While the

Business Accounting Assignment Example | Topics and Well Written Essays - 1000 words

Business Accounting - Assignment Example The pizza oven that I invented replaces the utility of a ?10,000 oven for a fraction of the price. The oven is able to cook personal pizzas of nine inches in three minutes or less. The reason that the pizza is cooked so quickly is because the oven cooks the pizza at 825 degree Fahrenheit. There are currently no existing ovens for street vendors that can reach the temperature needed to cook pizzas quickly. The idea is to sell the ovens with licensing contracts to generate both instant sales and residual income. The cost of building and integrating three ovens into a hotdog vending cart or similar equipment is ?1,500. The product would be sold to these types of clients that are looking to expand their business for ?5,000. The gross margin of the sale is 233%. Vendors interested in the proprietary rights of the oven have to pay a 10% on net sales royalty fee. The royalty fees must be paid on a monthly basis. People interested in the product have a second option if they not have an exist ing business. The product can be sold in as a pizza cart vending equipment that can be used to start your own business. The price of the pizza cart with three ovens is ?25,000. The cost to produce the pizza cart is ?13,000. The gross profit on the sale of the pizza cart equipment is 92.30%. ... The pizza style that these ovens cook is called Neapolitan pizza. Neapolitan pizza is a premium pizza meal cooked in Italy in brick ovens at high temperatures. The clients that purchase the oven attachments or the pizza cart can advertise the business as Neapolitan pizza mobile restaurants. This niche market allows the vendors to offer a specialty product at fair prices. The suggested retail price of a personal pizza with one topping and a soda is ?3.15. Business partners will have the flexibility to charge up to ?4.38 for a pizza combo because the premium nature of the product can support a higher price point than ?3.15. The sales projections of the company are based on the estimate that a pizza restaurant can generate yearly sales of ?276,500. The table below shows projected income for the next year. units Pounds Oven upgrades income 50 250000 Pizza carts income 25 625000 875000 Royalty income 2073750 Total income 2948750 Expenses Oven upgrade 50 75000 Pizza carts 25 325000 Labor c osts 480000 Administrative expenses 500000 Other costs 100000 Business loan 55824 Total Expenses 1535824 Net income 1412926 The projected net income includes sales of 50 oven upgrade packages and 25 pizza cart equipments. These two sources of income will generate revenues of ?875,000. There is money to be made by selling equipment, but the real money maker in this business model is the royalty income. The projected royalty income for the first year of operations is ?2,073,750. The projected net income of the company is ?1,412,926 with a net margin of 49.80%. Net margin is a financial metric that measures profitability (Investopedia, 2012). The reason that the net margin is so

Assignment Example | Topics and Well Written Essays - 1500 words - 12

Assignment Example The difference between the market value per share and the book value per share suggest that the stock at its current is bargain because the stocks are undervalued as the company is trading far much below its book value. The company therefore has a potential for future growth. The loan should be approved. Even though the company is performing below the industry average, it has a potential for future growth. The company has a relatively higher times interest earned hence is able to pay its interest expense with its operating income with ease. The company has a relatively higher working capital implying that it is relatively liquid hence can meet its short-term obligations as they become due with lots of ease. The company only needs to improve its efficiency in using shareholders money and assets for it to reach the level of other companies in the industry. The company’s current assets have increased from 39.92% last year to 45.61% this year. This implies an increase in liquidity of the firm hence ability to meet its short term debt obligations. However, the company’s current assets have increased as well but with a low margin compared to the increase in current liabilities. The company is relatively efficient in its operations. It has reduced its expenses thus increasing its operating income when compared to last year. This translates to the high net income compared to last year. The company has relatively steady overall results as it has relatively small changes in its financials. For instance, the net income has increased by only 1.29% from 4.04% in last year to 5.33% this year. The company therefore has a relatively stable

Non tariff barriers to trade in IT products Essay

Non tariff barriers to trade in IT products - Essay Example Government regulation is essential because it is the only authority responsible in making sure that mechanisms that have been put in place to prevent new trade barriers are closely monitored. Conformity assessment is a tool used by governments in such a way as to allow the free movement of goods while at the same time making sure that the goods comply with set standards. During such assessments, only goods that comply with provisions concerning standards of a specific country are allowed into its markets and those that do not are sent back to their manufacturers for correction. In most cases, conformity assessments are done on a regular basis and it is required that these assessments be carried out according to the legislation that has been passed within a country. The government is therefore tied by these legislations and it cannot go beyond them when inspecting goods for conformity because to do so might result in serious legal action from the manufacturer. Manufacturers are also obligated to ensure that the products that they design and manufacture are done in a way that they conform to the requirements needed by the government. The need to ensure that products conform to requirements is supposed to motivate manufacturers to produce only the best products that they can because they have to be in line with legislation concerning technical harmonization (Reynolds 2009, p.21). Conformity assessment is a course of action that is taken before a product is allowed into the market and this is a procedure that is designed to ensure that it fulfils all necessary requirements. Legislations concerning this procedure are enforced by governments in such a way that it is performed in a manner that follows technical procedures as is specified in the specific legislation. Under normal circumstances, manufacturers are required to choose from among different procedures of conformity in a bid to

Comparison and contrast essay Example | Topics and Well Written Essays - 750 words - 3

Comparison and contrast - Essay Example Comparatively, these cities offer great life experience but it is not very easy to choose one when it comes settlement. Both are distinguished by their weather, factors such as entertainment and housing. Weather is one big different issue between these two cities. Seattle and Houston have calm weather conditions in the months of April and May. Seattle at times records up to four feet of snow but this is very rare in Houston which can witness only about one centimeter of snow in 25 years. When it snows in Seattle, it is really terrible since it does not only stop after a few inches but can even last longer where building a snowman is never a problem. Seattle also records plenty of rainfall such that it has come to be commonly known as the Rainy City. It can also be noted that Seattle experiences Mother Nature’s storms called tornadoes, which are mixed with hail, high winds that rip houses apart and cause other trail of destruction to infrastructure. The temperatures in Houston are moderated by the influence of the Gulf of Mexico and this results in mild weather conditions and it does not experience rain storms. Houston has warm weather and humidity is high especially during th e summer. Houston often experiences hurricanes during every summer with the high winds and heavy rain fall that can cause power outage for days and even weeks at a time and this make life miserable without drinking water and air conditioning. The geographical location of these two cities is a major factor when it comes to entertainment and sporting activities. In Seattle for instance, there are different kinds of entertainment activities that Houston cannot offer. Seattle is a quieter and more relaxed city that offers European relaxed ambience. Seattle is known for wonderful snow skiing and ice skating. There are several state recognized tournaments where some of them even attract European competitors. Seattle also has very

Describe the purpose of assessment in Adult nursing Essay

Describe the purpose of assessment in Adult nursing - Essay Example Emotional and social factors on the other hand include occupation, responsibilities, family ties, attitude towards health care, emotional tone and mood (Dougherty & Lister, 2011). Nursing assessment is essential as it is the foundation of an effective nursing care plan. A comprehensive nursing assessment is conducted by a registered nurse and it can be defined as extensive and ongoing collection of data for families, individuals and communities at large. This ongoing data collection is a method of addressing emergent and anticipated changes in the health of an individual in comparison to the previous condition. Older people need continuing health care because of their interrelated health care problems. Nursing assessment for the adults is done to ensure that they get the appropriate timely and effective response to their health problems and needs (National Council of State Boards of Nursing, 2011). There is another type of nursing assessment known as the focused nursing. According to the national council of states boards of nursing (2011), this is an appraisal of the health status of an individual making a contribution to comprehensive assessment to support the ongoing data collection. Focused assessment also helps the nurses to make a decision of who needs to be given the information and when it is appropriate to do so. Focused assessment is specific on patients in emergency. Assessment is usually the first step in the nursing process thus it is the basis for a good health care plan (Schaller-Ayers & Fuller, 2000). The crucial details for making accurate assessments are to view all patients holistically in order to identify their needs. Assessment is not just a mere collection of data but involves the critical thinking of nurses to validate and synthesize the information to make informed judgements of the life process of individuals (Standing, 2010). It is about understanding and describing

Attractive Nuisance Essay Example for Free

Attractive Nuisance Essay Whether Sherman, under the attractive nuisance doctrine, will likely prevail against Carlisle for multiple injuries he sustained in a fall from wooden steps of a tree house in disrepair while trespassing upon Carlisle’s property when: (1) Carlisle was aware that the neighborhood surrounding his property was populated with children; (2) a severe storm had damaged Carlisle’s property and exposed the previously concealed tree house; (3) Sherman was six years of age at the time of his injury; (4) Carlisle had little incentive to make repairs to the tree house prior to the storm because of its concealment; (5) immediately following the storm, Carlisle made arrangements with a contractor at a higher than average rate to make repairs to his property; and (6) Sherman was enticed to enter Carlisle’s land by construction materials and yellow caution tape and was unaware of the tree house until entering upon the property. Statement of Facts Carlisle has contacted our office seeking advice regarding an action against him for injuries suffered by a neighborhood boy, Sherman, while Sherman was trespassing upon his property. You have asked me to determine whether Sherman can prevail by proving Carlisle liable for his injuries. In 2005, Carlisle purchased â€Å"Fieldstone,† a two-acre estate sixty-five miles southwest of downtown Miami. Carlisle anticipated that his New York based company would expand into southern Florida and that he would eventually settle at Fieldstone. However, due to increased demands from his New York business, Carlisle has rarely spent more than two or three days at a time at Fieldstone, with long stretches in between. The estate, at the time of the incident, had been poorly maintained for quite some time and the backyard was vastly overgrown. Its unkempt condition appealed to Carlisle, however, as he looked forward to clearing the grounds himself. He was likewise intrigued by an abandoned tree house on the property that appeared structurally sound although in need of some repairs to its floorboards and slatted steps. The tree house was completely concealed by decades of overgrown foliage. Furthermore, Carlisle, who valued his privacy, was pleased that the property was protected by a high wooden fence, which concealed the residence, the yard, and the tree house from neighbors and passersby. Because of the tree house’s concealment and the security of the fence, Carlisle decided that the tree house did not require immediate repairs. None of Carlisle’s neighbors were aware of the tree house on his property. In October 2009, Fieldstone was severely damaged by a storm that swept the Florida coast. The back fence was weakened after being jarred by an uprooted tree and high winds stripped away most of the foliage that had concealed the tree house. As a result, the tree house was now visible from within the property, although it was still hidden from outside view. Carlisle made immediate efforts to hire work crews to make repairs. However, due to widespread damage across the greater Miami area, demand for services was extensive and most local contractors were charging very high rates. After contacting several contracting services, Carlisle finally made arrangements with a Broward County contractor, although at a higher than average rate. Less than two weeks after the storm, a subcontractor delivered building materials to Fieldstone and stacked them in the backyard. The work crew would be available in two or three weeks to begin repairs. In the meantime, Carlisle took short-term measures by posting several â€Å"no trespassing† signs conspicuously about the exterior and interior of his property. He also ran yellow caution tape around the tree house and building materials. Carlisle then returned to his business in New York. The next day, Sherman and three other neighborhood boys, all five to six years of age, were playing in an alley behind Carlisle’s property when their ball accidentally crashed into Fieldstone’s weakened back fence, breaking the slats and creating an opening to the yard. The children could see into the yard and were immediately attracted by the yellow caution tape and building materials. Upon entering the yard, they discovered the tree house. The tree house was inaccessible but for a frayed piece of rope that had once been part of a ladder. The rope was beyond the reach of Sherman and the others, so they swung themselves over the lower branches of the tree to reach the lower landing of the tree house. They successfully managed to hoist themselves onto the lower landing from where they began to run along the labyrinth-like walkways and steps in a race to reach the top of the tree house. Sherman was running ahead of the others but tumbled when one of the worn slatted steps splintered and gave way. Sherman fell a long distance to the ground and sustained multiple injuries. Discussion The attractive nuisance doctrine is based on the fundamental fact that children do not possess the same judgment or ability to recognize risk as adults. Johnson v. Wood, 155 Fla. 753, 21 So. 2d (Fla. 1945). Its purpose is to afford the trespassing child, where the elements of the doctrine are met, the same protection, applying the principles of ordinary negligence that would be afforded an invitee on the premises. Martinello v. B P USA, Inc., 566 So. 2d 762 (Fla. 1990). The burden of proof is upon the plaintiff to demonstrate that each element of the attractive nuisance doctrine is satisfied. Id. at 764. If the plaintiff proves each element of the doctrine, the defendant is then liable to the plaintiff for injuries caused by an artificial condition on the defendant’s property. Id. To establish attractive nuisance, a plaintiff must prove each of the following: (1) the place where the condition exists is one which the possessor knows or has reason to know that children are likely to trespass; (2) the condition is one in which the possessor knows or has reason to know and realizes or should realize will involve an unreasonable risk of death or serious bodily harm to such children; (3) the children, because of their youth, do not discover the condition or realize the risk involved in intermeddling with it or in coming within the area made dangerous by it; (4) the utility to the possessor of maintaining the condition and the burden of eliminating the danger are slight as compared with the risk to children involved; (5) the possessor fails to exercise reasonable care to eliminate the danger or otherwise to protect the children; and (6) the property owner entices the children upon the dangerous premises. Id. at 763. In this case, Sherman can easily prove that Carlisle knew or should have known that after the storm, neighborhood children were likely to trespass upon Fieldstone and that the tree house on the property was unsafe for children. Sherman can also prove that he was unaware of the risk involved in climbing the tree house because of his young age. It is unlikely, however, that Sherman can prove Carlisle’s burden to eliminate the danger was minor in comparison with the risk to children of climbing the tree house or that Carlisle failed to exercise reasonable care to eliminate the danger. And it is highly unlikely Sherman can prove he was enticed by the tree house to enter Carlisle’s property. A. Children Likely to Trespass To establish the likelihood of trespass, a plaintiff must show that a land owner knows or should know that the premises are in a neighborhood where young children â€Å"of immature years† play and that they will be attracted to the premises. Carter v. Livesay Window Co., 73 So. 2d 412 (Fla. 1954). Sherman can argue that Carlisle’s awareness of children within his neighborhood is sufficient for a court to find this element met. Furthermore, although Carlisle’s property was not under construction per se, it was under repair; in Carter, the court held that â€Å"in a residential neighborhood†¦it is common knowledge that children are as prone to play around houses under construction as monkeys prone to climb trees.† Id. at 413. Moreover, courts have found that the mere existence of children in a neighborhood where a dangerous condition exists is sufficient to satisfy this element. In re Estate of Starling, 451 So. 2d 518 (Fla. 5th DCA 1984); Ed Ricke Sons, Inc.v. Green, 609 So. 2d 508 (Fla. 1992). B. Unreasonable Risk to Children A plaintiff can satisfy the risk element by showing that a possessor of land knows or should know that a condition involves an unreasonable risk of death to children. In re Estate of Starling, 451 So. 2d at 518. In In re Estate of Starling, the defendant was aware that children frequently trespassed upon his property to swim in an excavated pond. Id. The defendant in that case left an underwater pump running that caused the plaintiff to drown. Id. at 519. Because the pump was concealed within the pool and the plaintiff was unaware of its existence, the court held that the pump constituted a concealed danger equivalent to a â€Å"man-made trap.† Id. Sherman can easily prove that Carlisle was aware of the dilapidated condition of the tree house and that it was unsafe for children. Sherman can further argue that the worn and slatted steps of the tree house were as deadly to children as â€Å"an extremely dangerous intake hose of sufficient size and strength to catch and hold a swimmer [underwater, drowning him].† Id. C. Inability to Realize Risk Because of Age A central objective of the attractive nuisance doctrine is to protect children of â€Å"tender years† by considering their inability to appreciate danger. Johnson, 155 Fla. 753, 21 So. 2d at 756. â€Å"[T]here is no definite age beyond which the [attractive nuisance doctrine] does not apply†¦however, as the child’s age increases, the conditions become fewer in which there can be recovery.† Lister v. Campbell, 371 So. 2d 136 (Fla. 1st DCA 1979). In Lister, the court concluded that the plaintiff, aged fourteen years and eleven months, possessed sufficient ability to understand and appreciate the danger involved in diving into two feet of water. Id. at 137. Given Sherman’s young age, he can easily prove that he was unable to realize the danger of climbing the tree house. Moreover, Sherman can prove that the warning signs Carlisle placed about his property were of no effect because in Nunnally v. Miami Herald Publ’g Co., 266 So. 2d 78 (Fla. 3d DCA 1972), the court noted that written warnings were of virtually no consequence to a plaintiff two years older than Sherman. Id. D. Burden of Eliminating Dangerous Condition Sherman will have difficulty proving that Carlisle’s burden to eliminate the danger of the tree house was slight as compared with its risk to trespassing children. Prior to the storm, Fieldstone was protected by a high perimeter fence that prevented trespass upon the property. In addition, because the tree house was concealed by foliage, no one within Carlisle’s neighborhood was aware of its existence. Given Carlisle’s busy schedule, it would have been inconvenient for him to make repairs that he regarded to be of low-priority. Therefore, Carlisle’s burden to eliminate the danger was far greater than the risk it presented to children based on a remote possibility of trespass. However, Carlisle’s burden shifted once the fence was damaged and the tree house was exposed by the storm. Carlisle then took immediate measures to eliminate the risk. By contrast, in Ed Ricke Sons, Inc., the Dade County Housing Authority was aware that over an eight-year period, a constantly renewed pool of scalding hot water flowing from a defective hot water in a public housing project was allowed to remain in an outdoors location easily accessible to children. Ed Ricke Sons, Inc. v. Green, 609 So. 2d at 508. This condition ultimately led to a child suffering burns over his entire body. Id. at 509. Analyzing this cost/benefit element, the court concluded that â€Å"[t]he cost of eliminating this nuisance would have been slight – certainly no more than the cost of installing a new hot water heater – compared with the enormous costs of caring for [the plaintiff child].† Id. E. Failure to Exercise Reasonable Care A land owner has a duty to take reasonable precautions to protect children from injury when a dangerous condition exists upon his property. In re Estate of Starling, 451 So. 2d at 521. Failure to exercise such care makes the land owner subject to liability for bodily harm to the trespassing child. Id. In this case, Carlisle arranged for services with a contractor at a higher than average rate to insure that repairs were made as soon as possible. Additionally, Carlisle made good faith efforts to warn potential trespassers by placing â€Å"keep out† signs conspicuously about his property. Given these facts, it is unlikely Sherman can prove that Carlisle failed to exercise reasonable care. F. Enticement Under the attractive nuisance doctrine, a child must be allured upon the premises of a land owner. Martinello, 566 So. 2d at 763; Concrete Constr., Inc., of Lake Worth v. Petterson, 216 So. 2d 223 (Fla. 1968). Should a child simply wander upon the property of another and suffer injury, absent an allegation that he was attracted by a condition existing within it, this element would not be met. Concrete Constr., Inc., of Lake Worth, 216 So. 2d at 222. Stated another way, if a child is injured by a condition other than the one that allured him to the premises and he is not allured to the condition causing his injury, this element cannot be satisfied. Nunnally, 266 So. 2d at 78. In Nunnally, a minor trespasser was chasing other children around a newspaper publishing building when he slipped and got his arm caught in a conveyor belt, resulting in injury. Id. The court rejected the boy’s claim under the attractive nuisance doctrine because â€Å"[at] the time of the injury, the min or plaintiff was not allured or attracted to†¦the conveyor belt.† Id. Moreover, it does not matter if a child is injured by a condition to which he is allured when that condition is different from the one that initially enticed him onto the property. Johnson v. Bathey, 376 So. 2d 848 (Fla. 1979). In Johnson, a child was allured to premises to collect surplus vegetables, but once upon the property, his attention shifted to an irrigation ditch wherein he was subsequently injured by a concealed pump. Id. The court rejected the boy’s claim because â€Å"[t]here is no doubt that [the child] was not allured onto the premises by the existence of the pump, because [he] didn’t even know about the pump until [he] had traveled some distance onto the property.† Id. In this case, Sherman was attracted onto Fieldstone by yellow caution tape and construction materials. The tree house, though exposed after the storm, was not visible from outside the property. Therefore, Sherman could not possibly have been attracted by something he could not see. Sherman was unaware of the tree house until entering upon the property; it follows naturally that he could not have been enticed by it. Since Sherman’s injuries resulted from running along the weathered steps of the tree house and not from running around the construction materials or caution tape, he will have great difficulty proving that this element is met. Sherman may argue that the tree house constitutes a concealed danger within Carlisle’s property. This argument, however, fails to satisfy the enticement element because concealed dangers must be contained within the condition of allurement. Mueller v. South Florida Water Management Dist., 620 So. 2d 789 (Fla. 4th DCA 1993). In Mueller, the plaintiff was injured when he ran into a concealed guardrail while riding his dirt bike on the landowner’s property. Id. In this case, the tree house caused Sherman’s injuries, but the tree house was not the condition that allured him to enter the premises nor was it a danger concealed within the caution tape and building materials, which were the conditions that initially allured him onto the property. Conclusion Sherman is unlikely to prevail against Carlisle under the attractive nuisance doctrine because he will be unable to prove each of the six elements. Sherman can easily prove that Carlisle was aware that neighborhood children were likely to trespass upon Fieldstone after the storm, that the exposed tree house was an unreasonable risk to children, and that he was unable to realize the risk of climbing the tree house because of his young age. However, Sherman will have difficulty proving that Carlisle’s utility to maintain the tree house was slight, especially since Carlisle’s burden to eliminate the danger increased by way of a natural means – the storm – as opposed to his own neglect. Furthermore, Sherman will have difficulty proving that Carlisle failed to exercise reasonable care due to the fact that he took immediate action to eliminate the danger, even incurring the financial hardship of voluntarily agreeing to a higher than average rate with a contractor to ensure the danger was eliminated as soon as possible. Lastly, it is very unlikely Sherman will prove that he was enticed upon the premises by the tree house because he was unaware of its existence until entering upon the property. It is for these reasons that a court is likely to find Carlisle not liable for Sherman’s injuries under the attractive nuisance doctrine.

The Importance Of Market Segmentation

The Importance Of Market Segmentation Market segmentation is one of the most important concept in marketing and business (Bowen, 1998). It is believed that segmentation is the most powerful tool to develop strategies and to understand market (Richard and Sundaram, 1994). Segmentation that carried out properly will actually boost up sales and profits (Reid, 1983). However in contrary, the industry players which in this case restaurant seems to believe that by segmenting their market will actually narrow down their business, they tend to believe that price is the most effective tool to attract and win the market (Crawdford-Welch, 1994). Finally, looking to the reasons of the pro and contra, the researcher decided to segmenting the market further which are by psychographic or the lifestyle and behaviouristic or the purchase occasion. It is because the researcher believed that by segmenting the market may lead to understand the market deeper and therefore can come out with right strategies. To this end, the following section will reviews the literature on market segmentation which focus on Generation Y, psychographic and behaviouristic, next will also review about the factors influencing Generation Y in choosing restaurant and last but not least type of consumers by psychographic segmentation. 2.2 The importance of market segmentation Market segmentation does exist because it is believed that market is not similar (Beane and Ennis, 2007) and it is very important as this is a marketing strategy that contributes to business or industry players (Bowen, 1998).Segmentation can actually act as a key to enhance sales and profits while it can help to maximize the usage of facilities by the specific target market, besides that, it as well help to penetrate new market segment and to maintain repeater (Reid, 1983). Besides that, it is as well open up new chances to create new product and advertising strategy (Beane and Ennis, 2007). Kotler (1980) believed that in order for segmentation to be useful and effective, it must be measurable, accessible and substantiable. Kotler (1980, pp.308) mentioned that a segment should be the largest possible homogeneous group of buyers that it pays to go after with a specially designed marketing program. Segment is opportunity (Beane and Ennis, 2007). For instance, senior customers take qual ity of food as their first concern (Knutson and Patton, 1993). While for young customers, food quality is not the most important factor in choosing restaurant (Soriano, 2002). These show that different generation has different demand and need, therefore it is necessary for industry players to understand clearly the characteristics and the trends of each generation. However, industry players in this case restaurants seem to believe that by focusing on one market, it is not effective as it may reduce the sales volume. Most of the industries players emphasize on price while they believe it may attract and retain customers but at last it actually drive to less profit (Crawford-Welch, 1994). It is not a false to target more than a market segment, however, different segment has different characteristic, and hence it is unnecessary to have all discount or price reduction while it is not the most important thing for some market segment. On the other hand, a theory of restaurant revenue mana gement believed that it is important to maximize revenue by keeping the balance of demand and supply but without putting aside customer satisfaction (Kimes, 2004). 2.2.1 Four major markets segmentation Kotler divided market into four main areas which are geographic, demographic, psychographic and behaviouristic. Geographic segmentation is the simplest segmentation. It is to differentiate customers by region, climate and population density. Demographic segmentation in the other hand is the most common segmentation. This is perhaps because demographic segmentation provides the easiest information and allows it to be transferred from one study to another study (Beane and Ennis, 2007). The segmentation divided by age, sex, income, education level, type of family, nationality and race (Beane and Ennis, 2007). Psychographic segmentation or known as lifestyle segmentation is a complicated segmentation as it demands way of life and social class. According to Plummer (1974) psychographic segmentation gives better answer in describing segments compare to demographic segmentation. Last but not least is behaviouristic segmentation, it consists of purchase occasion, benefits sought, user status , degree of usage, degree of loyalty, readiness stage, and marketing factor sensitivity (Kotler, 1980). In this study, the researcher will go through demographic segmentation which is focusing on Generation Y and psychographic segmentation which will divide Generation Y according to their specific character and last behaviouristic which will look into the occasion they have for dine in restaurant. 2.2.1.1 Demographic segmentation Kivela (1997) studied about types of restaurants and he found that factors such as dining occasion, age and income are the main variables that contribute to decision in choosing fine dining, theme, family or fast food restaurant. Apart, it is believed that segmentation especially demographic segmentation plays significant role to help the industry players as Shank and Nahhas (1994) found that in family dining restaurant, older and younger consumers have different preferences. One is more loyal than other and they as well have different habits. Similary, a study conducted by Becker-Suttle, Weaver and Crawford-Welch (1994) found that in term of menu variety and food portion in a full-service restaurant, senior citizen has different expectation with the non-senior one. However, in contrary, Oh and Jeong(1996) believed that demographic variables are not enough to understand specific expectation. Similarly, Swinyard (1977) as well mentioned that demographic variables are the lowest betwee n segmentations. These reasons drive the researcher to believe that it is important to segment market by demographic segmentation but it has to be narrowed down. Therefore, the researcher will go to more specific segmentation which is not only Generation Y in general but specific them by the psychographic as well as behaviouristic segmentation. 2.2.1.2 Psychographic segmentation Psychographic segmentation is help in developing consumers profiles from psychology side based on lifestyles. (Hsu, Kang and Wolfe, 2002). It involves the evaluation of interest, activities and opinions. (Kotler, Bowen and Makens, 1998). Furthermore, psychographic segmentation is used in order to identify deeper consumers psychology and to understand consumers way of living. (Schewe and Calantone, 1978). For instance, Woodside and Pitts (1976) found that psychographic which include lifestyle variables are more useful and accurate than demographic. Same opinion mentioned by Abbey (1979) who found that lifestyle variables are more reliable and applicable rather than demographic. Moreover, Weaver et al. (1994) said that if psychographic research is carried out properly, it will have a great impact on promotional effort. Proper audience and media will be targeted by looking on their psychographic needs. Zins (1998) as well believed that psychographics segmentation is increasing because i t will explain in various ways than demographic segmentation. Based on the Swinyard and Struman (1986), there are three customer segments in restaurant industry which are family diners, romantics and entertainers. While Oh and Jeong (1996) stated that there are four different segments which are classic diners, convenience seekers, service seekers and indifferent diners. On the other hand, Bahn and Granzin (1985) found that there are health, gourmet, value and unconcerned segments that exist. The researchers stated that for those health concerned segments, absolutely they will not choose fast food restaurant as their main dining destination. Using cluster analysis, Yuksel and Yuksel (2002) divided market into five which are value seekers, service seekers, adventurous food-seekers, atmosphere seekers and healthy-food seekers. The researchers conducted the study because they believed that demographic variables like age, gender and income are not enough to understand market expecations (Oh and Jeong, 1996). Crawford-Welch (1991, pp.301) criticized segmenting by demographic and noted decriptive data, by their very nature, are of little analytical worth in that they are not capable of implying causality and are, in turn, poor predictors of behaviour. Demographic has low power of describing market (Swinyard, 1977). Looking for these reasons, the researcher of this study decided to not only look for Generation Y but also narrowing the market to psychographic segmentation and behavioristic segmentation like what Yuksel and Yuksel (2002) had done in their study. 2.2.1.3 Behaviouristic segmentation To be more effective, previous researchers used consumers buying behaviour as one of the segmentation variables (Oh and Jeong, 1996). Some believed that behaviour are better determinants in order to understand the market segments (Loker and Purdue, 1992). It has been mentioned that in order to predict behaviour, benefits has to be offered rather than looking only to the lifestyle, personality, age, gender or nationality. In restaurant cases, services act as attributes that can be called benefits (Bahn and Granzin, 1985). On the other hand, Boulding et al. (1993) mentioned about links between behaviour and service quality, customers help in word of mouth advertising. Customers do will to recommend one establisment if they get better service (Parasuraman, Zeithaml and Berry, 1994). However, service is not the only thing that sell by one establishment. Therefore, to understand better customers is a necessary. 2.3 Generation Y Generation Y is people who born between 1974 and 1994 (Neuborne and Kerwin, 1999 in Hanzaee and Aghasibeig, 2010) and they are children of Baby Boomers or Generation X (Herbig, Koehler and Day, 1993). Adults Generation Y are married, but younger one are still students. Industry players are now focusing on Generation Y as their biggest target market because this generation are large in size and they have potential spending power (Wolburg and Pokrywczynski, 2001) and therefore they are trying to meet up the expectation of this people. Moreover, the reason why it is important to know deeply the expectation of Generation Y is because Generation Y is not easily influence by marketing therefore it needs more effort to target this generation (Bush, Martin and Bush, 2004). It is obvious that age is a factor that makes different generation act differently however it is not the only factor. Teenagers nowadays are different compare to previous teenagers. Commonly, they have less financial commitments. They spend 70% of their income for food, travel and entertainment. They love to go for party, movie and listen to radio (Mark McCrindle, xxxx). He as well believed that people act different according to the age. However, he believed that it is the only reason as he mentioned that experiences play in the part. For instance, Generation X era was where AIDS, single parents, personal computer and multiculturalism took part, while Generation Y have internet, globalisation and environmentalism issues. {{Read : BB understanding gen Y}} Generation Y is optimistic, energetic, technology driven, pragmatic, resilient, with high social awareness and open to and eager for new experiences (Coyeman, 1998, p.40). However, this group will be de-motivated if they are insulted especially regarding their intelligence, over-promised and over exposed (Coyeman, 1998). On the other hand, based on generational theory, different generations bring different values, beliefs, interests and expectations (Benckerdorff et al, 2010) and thus different strategy has to be used. Fields et al (2008) believed that Generation Y is more focused on brands, fun, friends and digital. Generation Y was born and raised during brands period, therefore they are used to it and have different respond compare to other generations (Merrill, 1999). They are relaxed, confident, educated but impatient and self-focused. They are multitasked that greatly influence by friends and mates. Mark McCrindle (xxxx) also mentioned that Baby Boomers rely on data and facts i n making decision while Generation Y rely more on peers. Generation Y live in community and therefore they rather make decision in group than individual. {{Read : BB understanding gen Y}} Previous studies also mentioned that Generation Y are much more needy compare to other generations (Randall.S.H, 2010) and it is because Generation Y has been socialized into consuming earlier (TRU, 1999 in Bakewell and Mitchell, 2003). Furthermore, The purchasing power of adolescents in the market cannot be underestimated. Being customers of their own, adolescents have experienced how to react when services provided were not satisfactory. (Hsu and Chiu, 2008, p.244). These prove that Generation Y are unique and they have different demand and expectation with previous generation, thus to study deeper of what needed by Generation Y is important to help in improving business. 2.4 Generation Y and dining Generation Y spend more because of unusual purchasing power (Phelps, 1999) and they have more disposable income compare to previous generation (Tomkins, 1999 in Bakewell and Mitchell, 2003). They spend their income for entertainment, travel and food (McCrindle, 2002 in Hanzaee and Aghasibeig, 2010). This supported by a survey that conducted by the National Restaurant Association found that most of Generation Ys income is spent for outside food and restaurants (Brook, 2005). Another study by Auty (1992) also found that students who are in the group of Generation Y eat out for social occasions, do not really concern about others recommendation and money. These facts build curiosity of the researcher and therefore the researcher decided to conduct the study in order to find out the factors that considered by Generation Y while choosing restaurant for birthday celebration, hence, industry players especially restaurants may know what exactly to do and what promotional tools to develop. In fact, technology changes play important role in causing Generation Y become more materialistic compare to previous generation. (Bakewell and Mitchell, 2003), this may means Generation Y want technology while they are eating. Hence, it is believed that marketers are being challenged by this young generation because they keep seeking and exploring a new dining places and experience (Wishna, 2000). 2.5. Factors influencing restaurant selection criteria Consumers choose a restaurant based on several factors and knowing what factors that may drive the success of the company is very important in order to plan future strategy of the company (Geller, 1985). 2.5.1 Menu variety and choices Food variety involves various different items in menu. Industry players keep developing menu in order to attract consumers because it had been found that menu variety is one of a crucial factors in creating good dining experience (Kivela et al, 1999). Some concern about healthy menu option and it actually gives great impact in customer perception of dining experience (Johns and Tyas, 1996). Supported by Kivela et al (1999) who mentioned that healthy food is one of the important factors in dining satisfaction. On the other hand, Auty (1992) mentioned that food type and food quality are the most important factors that determine the restaurant choice but when it comes to dining out for celebration or social night, atmosphere is the most important factors. Supported by Lewis (1981) who found that food quality, menu variety, price, atmosphere and convenience are the most important factors. To discuss deeply about menu, West and Olsen (1990) said that menu innovation is very important in o rder to stay competitive and the researchers also said that to maintain reputation and efficiency of operation are the important factors. HA1 : Menu variety and choices have positive relation with restaurant selection criteria 2.5.2 Value for money Marketing tools such as sales promotion including discounts and special offers act as tools that motivate consumers (Mill, 2007). This researcher as well believed that when consumers perceived the value got less than the price given, they will not be satisfied. Some of them that price to assume the quality of the restaurant (Muller and Woods, 1994). File : from mei Different literature has different opinion, according to GeorgeCurasi, Bellenger and Danny (2003) discount are major factors that influence restaurant selection. Apart, another study by Mohsin, Mclnthos and Cave (2005) mentioned that general customers choose a restaurant in New Zealand due to value for money, offer variety and quality of food, own skilled and mannered staff and has well timed service. This study was conducted for general customers not Generation Y and this show a contrast with other studies that mentioned money is not the most important factor. HA2 : Value for money has a positive relation with restaurant selection criteria 2.5.3 Ambience Physical environment such as ambience, decoration and atmosphere have a great influence on the dining experience (Sloan, 2004) and behavioural intentions (Ryu and Jang, 2007). Ambience or known as atmosphere is an element that plays an important role to customers. It involves design, space and layout, textures and patterns and building style (Collins, 2010). Mehrabian Russell (1974) believed that environment affect feelings that can cause one to stay longer even remain. Lighting and music influence customers senses (Baker Cameron, 1996). Music is frequently used nowadays whether it is in restaurant or shopping center, Smith Curnow (1966) found that shop with loud music indirectly chase customers. This study also has been study deeper by Milliman (1986), the researcher found that they are music volume and tempo that affect time and money spent by consumers. Furthermore, Zopiatis and Pribic (2007) who did their study among students in Cyprus as well mentioned that atmosphere as one of most influencing concern. Supported by Jang Namkung (2009) who found three main factors and one of them is atmosphere of the dining place itself. Obviousily, the design of the dining place itself is very important to generate sales of restaurant. To support this, there was a study which found that design in a store has a significant effect on customer it influence the decision of customer to approach, explore even purchase (Mehrabian and Russell, 1974). Even if the customers perceive the environment as a pleasure, customer will spend more time and money for it (Donovan et al, 1994). Hence, it is obvious that design of ambience plays a very significant role in affecting customers choices. HA3 : Ambience has a positive relation with restaurant selection criteria 2.5.4 Peers Decision makers tend to decide something with regard to consequences of their choices in future, however the future is uncertainty, hence it can be concluded that the decision is a process (March, 1997 in Maitlis and Ozcelik, 2004). Furthermore, during the decision process, one decision is closely related to others decision (Dewey and Bentley, 1949 in Langley, A et al., 1995). To relate to this study, in celebrating birthday, friends and parents may as well play role in deciding the venue, thus, ones decision is made by interference of others. This supported by the finding of GeorgeCurasi, Bellenger and Danny (2003) who found that recommendation from peers are one of the factors that lead customers in choosing restaurant. Although in contrary, Auty (1992) found that young generation does not really concern about others recommendation, but it is still a possibility that one individuals decision is built from others interference. Furthermore, a recommendation from a friend influences significantly in decision to choose a restaurant (Sweeney et al., 1992). Mill (2007) believed that because recommendation from friends is not profitable and it different from advertising thus consumers will believe more and make decision in choosing the restaurant. According to Devine et al., (2003), social influences bring great impact to food choice, because they believed it shows attitude and habits. Apart, consumers heard the dining experience from friends and it help them to judge one restaurant better (Zeithaml and Bitner, 2003). Bailey and Tian (2002) did their study at Indian restaurant and they found that recommendations from friends greatly influence the decision. HA4 : Peers has a positive relation with restaurant selection criteria 2.5.5 Service quality Tucci and Talaga (2000) mentioned that service quality affect the customers most in choosing restaurant. Service quality includes staff and physical environment. Human resources are the main key to success. (Enz, 2004). Therefore to have good staff is to start with success. As what had been mentioned by Jang and Namkung (2009) one of the main factors is service quality, which in restaurant case means staff and their services. A staff attitude may harass ones sattisfaction (Oliver, 1981). However, in contary, Clark and Wood (1999) mentioned that tangible factors like food influence more than intangible factors such as friendliness of staff. But that study against by study of GeorgeCurasi, Bellenger and Danny (2003) who found that customers want personalized service which indirectly means they want good staff. In Cyprus, a study has been conducted by Zopiatis and Pribic (2007), the researchers also mentioned that staffs attitude and professionalism are the main factors that influence t he student criteria in choosing dining place. During the time period of the study conducted, students are the Generation Y, therefore those factors are being consider. Moreover, length of waiting time on restaurant service is one factor that concern by customers too (Richarme Colias, 2007) because service time is a very sensitive issue for customers (Christopher, 1999). This supported by Jang Namkung (2009) who found service quality as attribute that influence customers in choosing restaurants. And more, GeorgeCurasi, Bellenger and Danny (2003) did mention about fast check-out as one of the factors that influencing the most. HA5: Service has a postive relation with restaurant selection criteria 2.5.6 Food quality Food is the fundemental of restaurant. There should be no doubt that food is one of the major factor that give impact on restaurant. Food should be fresh and tasty in order to maintain the quality and this is one of the factor that plays role in succeed of a restaurant. (Namkung and Jang, 2007). Even some studies had already focused on the food presentation, variety, healthy, taste, freshness and temperature. Kivela et al., (1999) focused on taste and they took it as the attribute in dining experience. It is believed that taste of food is very essential to customers (Cortese, 2003) and it gives impact to future behaviour (Kivela et al., 1999). Fu and Parks (2001) examined quality of food as one of the factors in choosing restaurant. MacLaurin and MacLaurin (2000) did the study on theme restaurants at Singapore and found food quality as one of the most important elements. Same goes to Clark and Wood (1998), they as well found food quality as the most influential factor in restaurant c hoices. Last but not least, Jang and Namkung (2009) found that product quality is important as one attribute that determine the choices of the restaurants consumers. Even Soriano (2002) believed that this is one of the factors that can attract customers to return to the restaurant. However, apart from all those studies, Cullen (2004) added that the attributes will change depends on demographic variables, experience, mood and dining occasion. File : food quality HA6 : Food quality has a positive relation with restaurant selection criteria 2.6 Different expectation for different types of restaurant Many previous researchers did not concern about type of restaurant in conducting their study while it is believed that type of restaurant has significant influence on customers perception and expectation (Kim and Moon, 2009). According to Lewis (1981), there are three types of restaurant, family, atmosphere and gourmet restaurants. Different expectation will be bring by customers depends on the restaurant. For example, cleanliness as major factor has been mentioned by Knutson (2000) who did the study in fast food restaurant among Generation Y, followed by staff friendliness, price, service speed and consistency. The researcher as well found that atmosphere, promotional items, discount coupons and drive-through availability are the minor factors that affect the decision in choosing fast food restaurant. While in the study of Kivela (1997) mentioned that for fine dining restaurants, customers wish for good food quality and friendliness of staff, but in casual dining restaurants, they preferred speed of service to be improved and value-for-money food. Noone et al (2007) have done their study and found that customers show unsatisfied when they are rushed in a fine dining restaurant rather than in casual dining restaurant. Other findings as well mentioned by Sulek Hensley (2004), according to them, food quality is a must to full-service restaurants, while the most important factor for fast-food restaurants is waiting time (David Vollmann, 1990). Kim, Lee and Yoo (2006) believed that staff performance plays very essential role in a luxury restaurant. In fact, by considering those factors, therefore this study is conducted in order to find out what factors actually play roles for Generation Y in choosing restaurant for their birthday celebration, as it has been mentioned that different expectation will be bring by customers depends on their needs and perception. But in this study, the researcher decides not to differentiate the respondents by different type of restaurant because there has no previous study conducted yet hence the researcher would like to find out in general which may lead to further details result that can be use for further study. 2.7 Dining Occasion Dining behaviour is depends on dining occasion. For instance, restaurant behaviours are lead from the occasion (Kivela, Inbakaran and Reece, 1999). According to Sweeney et al. (1992), there are two dining occasion exist which are dinner with a group of friends and dinner with a friend. While according to June and Smith (1987) four occasion do exist: a birthday celebration, a business lunch, an intimate dinner and a family dinner. Different occasion bring different level of factors. In this study, an occasion which is birthday celebration is the main concern. By the finding of the previous studies regarding level of importance brings to different occasion, thus it is obvious that different factors and value bring by consumers while they choose their restaurant for birthday celebration. 2.8 Type of restaurants consumers In previous study of Yuksel and Yuksel (2002), they divided market using psychographic segmentation. The researchers used cluster analysis in order to analyze their data and they found that there are five different category of consumers. 2.8.1 Value seekers The researchers suggest that this group put high priority food quality and hygiene while choosing a restaurant. Moreover, they usually do not take location, atmosphere and service quality as their main consideration. HB1 : Value seekers are one type of restaurant consumers 2.8.2 Service seekers In this group, there are people who looking for quality of service while dining, they does not consider food quality as their preference but the price of the food is very important for them. HB2 : Service seekers are one type of restaurant consumers 2.8.3 Adventurous-Food seekers They find that availability of various and interesting food is the most important factor for this group of people. They do not concern about the prices and atmosphere. HB3 : Adventurous-Food seekers are one type of restaurant consumers 2.8.4 Atmosphere Seekers In contrast to other groups, this group want everything while dining, not only the atmosphere but they as well concern about prices, availability of interesting food and the location of the restaurant itself. HB4 : Atmosphere seekers are one type of restaurant consumers 2.8.5 Healthy-Food seekers The researchers as well found that there are certain group of people who concern about the healthy and nutrious food while they dine in a restaurant. They take food quality and hygiene as the most important factors. It will be a plus point for them if they have smoking and non-smoking area in seperation. While they have these high expectations, they do not mind to spend more money as well. 2.9 Hypotheses and Conceptual Frameworks Based on the literature review, six hypotheses appeared as factors that influence Generation Y in choosing restaurant and four other hypotheses appeared as type of restaurant consumers. Show the conceptual framework here (ramework, factors and type of consumers) The conceptual framework provided has positive relation between the factors and Generation Y in choosing restaurant. However, during birthday celebration, different factors may be arised. Moreover, consumers are not homogeneous, different type of people are expecting different. Therefore, the conceptual gaps appeared. In depth, six hypotheses that appear as factors that influence Generation Y in choosing restaurant are: HA1 : Menu variety and choices have positive relation with restaurant selection criteria HA2 : Value for money has a positive relation with restaurant selection criteria HA3 : Ambience has a positive relation with restaurant selection criteria HA4 : Peers has a positive relation with restaurant selection criteria HA5 : Service has a postive relation with restaurant selection criteria HA6 : Food quality has a positive relation with restaurant selection criteria These six hypotheses have direct relation to Generation Y while choosing restaurant for dining but there has been no finding for birthday celebration before, hence this study helped in answering the gap. Yuksel and Yuksel (2002) by cluster analysis classified restaurant consumers into five groups, however, in this study the researcher decided to take out a group which is Healthy food seekers as the study is for occasion dining. Therefore, the researcher to not include healthy food seekers as part of the study. The other four are: HB1 : Value seekers are one type of restaurant consumers HB2 : Service seekers are one type of restaurant consumer HB3 : Adventurous-Food seekers are one type of restaurant consumers HB4 : Atmosphere seekers are one type of restaurant consumers This study designed in order to find out the relation of each type of consumers to the factors. For instance, value seekers may do not concern about atmosphere while service seekers may do not bother about food quality. While for the behaviouristic segmentation, it came from Question 8 and 9. The researcher will further analyze the answers obtained.

Scopolamine (Burundanga) Properties and Uses

Scopolamine (Burundanga) Properties and Uses INTRODUCTION What if one day you wake up in a bathtub with your organs cut off, and you cannot remember anything. On the other hand, maybe you are on a street, showing a young woman the directions, and the next thing you know is you are in the middle of nowhere, without your belongings or money. You might find those stories are crazy and unbelievable, but in Colombia, these are daily experience. The drug named Scopolamine (Burundanga) is the real criminal hidden behind the scenes. With just a small dose of this extract, the victims will lose their free will and obey everything the criminal told them to do. â€Å"Every year in Colombia there are hundreds of reported cases of the criminal use of Burundanga (Nick, 2012)[i]. Not only in Colombia, but also recently in Asia, there are sights of Scopolamine in many crimes with a rising frequency. This research will show you the dark side of Scopolamine and solutions to help you protect yourself from this deadly weapon. More than that, it also evaluates the potential of these solutions. DEFINITION What is Scopolamine? Scopolamine is also known as Burundanga or Devil’s Breath (on the streets of Colombia). This chemical is purified from the wild plant called Borrachero, which can be found in Bogota, Colombia. Its name The Devil’s Breath originates from the fact that with just a single breath, it can cause you hallucinations, give you weird dreams. Scopolamine turns the victims into a zombie-like state, similar to a kind of hypnosis. Those suffering from Scopolamine hallucinations will do whatever the others tell them to do. Under its effect, â€Å"Scopolamine blocks neurotransmitters that carry information to the part of the brain that stores short-term memory† said Dr. Camilo Uribe, a leading expert on the drug at San Jose University Hospital (John, 2013)[ii]. In another word, the victims’ memory won’t be created, â€Å"it makes people quite passive and easier to intimidate and control† (Nick, 2012). Because of its feature, the drug is used to treat from mo tion sickness, anesthesia in operation, laboring to the tremors of Parkinson’s disease. But normally, Scopolamine is more famous on the street, along with its horror stories. SITUATION Scopolamine crime Scopolamine crimes are so famed that it has its own verb to define burundangear. This kind of crime has existed so long a time worldwide, especially in Colombia. â€Å"Last year, Colombian police reported nearly 1.200 cases of people victimized by criminals using scopolamine and other so-called zombie drugs† (John, 2013). The recent documentary of VICE has revealed stories about people being raped, robbed, and even stolen their organs. Demencia Black- a drug dealer claim that he can drug someone within a second by blowing the drug into someone face. Scopolamine is usually slipped into the targeted victim’s drinks or blown in the face of the passengers, because the drug is colorless, tasteless and odorless. Stories about Scopolamine are endless. Cases involve Scopolamine Carolina-a victim is still terrified about her experience with Scopolamine. There was a man approached her on the street and asked for directions, but since it was close by, she decided to walk him there. Later, they went out for a drink together. Afterward, she can only remember taking him to her apartment and helping him ransack the place. She said that it was painful to lose the money but she was quite lucky, because she could have been raped or worse (VICE, 2012)[iii]. In China, Scopolamine gives a big hand in human organ trading. Once I read about a girl who died because of a missing kidney. She went out for a drink in the middle of the night and she met some new friends. They partied all night and suddenly she felt dizzy and unconscious. In her blurry mind, she woke up, felt pain and found out she was in a bloody bathtub full of ice. There was a note said that she needed to call 911 immediately because her kidney had been cut off. She died on the way to the hospital. Fabian Yà ¡Ãƒ ±ez a journalist of Bogotà ¡s City TV claim that there are deaths, kidnappings†¦every night in Colombia and the Colombian are used to those crimes. â€Å"In this context, Scopolamine cases seem quite normal† (Nick, 2012) PROBLEM Circumstances cause up the problem Scopolamine itself is not devilish, but in human hands (especially in the villains) it becomes the Devil’s Breath. It is our rapacity, jealousy, enmity†¦ that turns Scopolamine into a deadly weapon. Look at Jessica Maria (a 21 years old prostitute) who has been using Scopolamine to rob her clients since she was 15. She had a rough child hood on the street so she has to fight every day to survive. Jessica said, â€Å"Everything about Scopolamine has to do about hurting people†, she hurts people because she has been hurt before and as her life was torn apart so she does not have to care anymore. (VICE, 2012) Effect on the society Every day, these kinds of crimes created a bunch of problems for the society. First of all, physical impact is concerned. Scopolamine is really poisoned because it has diversifying effects on human. With a small dose, Scopolamine can stop the brain from recording memory and if it is used consecutively, it can cause brain damage. Demencia Black said that 1 gram of Scopolamine is almost identical to 1 gram of cocaine, but with only 1 gram of Scopolamine, you can kill up to 10 people (VICE, 2012). If you have lager dose, it will make your heart beat faster; you will be more agitated and hostile. There are a lot of cases which the criminals were backfired and be attacked by their own victims. Over dose, it is fatal. Take an example as Luis Eduardo and his friend story. They were having party at a hotel and then the girls came. The next thing Luis could remember was waking up on a bench in a park so he went back to his hotel, but the employee claimed that Luis had took some people to his room and they had grabbed everything. About his friend, his body was found in another place; he died as a result of high tolerance. Secondly, when the victims are under the drug effect, they intend to follow every command, even to carry out crimes. â€Å"I can give you a gun and tell you to go kill someone and you will do it† (John, 2013). Thirdly, the victims cannot remember the process of a crime or face recognition when they arrive at the hospital or a report station; making it hard to track down the criminals. Fourthly, Colombia tourism is suffering a lot from this. VICE states that Colombia now is one of the highest kidnapping rates in the world. On the streets, in bars, at home, in the midnight or daylight†¦ wherever you go, whenever you are, you can be burundangeared. â€Å"In Bogota and Cali, Burundanga is given to unsuspecting visitors in chewing gum, chocolate, drinks or dusted on pieces of paper† (Yukio, 2012)[iv]. Finally yet importantly, because of these kind of crimes people will soon doubt at each other. You cannot trust anyone and aound you is not safe anymore since everyone can drug you or may be kill you with this kind of stuff. As we can see, crimes caused by Scopolamine are dangerous and have strong consequences on the society from many aspects. Solutions to this problem are necessary and more urgent day by day. SOLUTION Difficulty in eradicating problem Even though Scopolamine crimes are serious and cause losses of human and material; however, it is hard to eradicate this complex. Originating from Colombia – kingdom of crimes and drugs – it is almost impossible to banned or wipe out Scopolamine because there will always be another undersurface lines provide it. More than that, Scopolamine is purified from a wild plant which grows everywhere in Colombia and some countries include Vietnam. That is the reason why Scopolamine is so pure and cheap, and can be easily found. More than that, Scopolamine is legal in most of the countries around the world because it plays an important part in medical purpose; therefore, it is hard to punish who stores or uses Scopolamine. Preventing tips Most of the solutions for Scopolamine crimes are showing people how to protect themselves from this deadly drug. The Ministry of Foreign Affairs and International Trade Canada warn the travelers to avoid going to the countryside of Colombia while The Government of Canada suggests the tourist going to bars with their companies and be careful of foods or drinks, always keep them under your observation. (Yukio, 2012) Adolf Thopil (2014)[v] wrote an article about Scopolamine on the Tecsys blog, he has shared some general safety tips for tourists who want to travel around Colombia. First, try not to be an eye-catching object by not showing expensive jewelry or fancy smartphone and only use electronic devices when you really need them. Second, when you need to use a cab, bring along your map and make sure the driver is taking you to the right place. However, if there is another one in the car, do not take it no matter what. Third, never go out alone, especially on an empty street or parks at night. The next thing you should always remind yourself is limit your contact, particularly with someone you do not know before. When strangers offer you something such as foods, drinks, even just a handshake, try your best to avoid those because some criminals may smear the drug on their skin or poison the food. The important part is when you are at the ATM, be careful if there is someone there before you, and not ever count the money outside the booth. These advices might sound easy and unnecessary but they sure will save you from getting into chaos. EVALUATE Solutions for Scopolamine are not much and most of them cannot solve the problem from its root. The Government of many nations, international websites, journals or even experts’ recommendation is only mention about warning, preparing for the people to protect them from dangers. The advantages are people will be aware of this kind of crimes and they can learn how to keep themselves out of troubles. For example, in Vietnam, people who have been through the situation choose to spread theirs words by mouth or on the internet to alert each other. This method turns out very helpful since people with real experience will have a full view and point out the necessary part. Nevertheless, the disadvantage is those solutions are only temporary, they are not the real way out. Keeping the people away from the crimes does not mean that the crimes are gone. Those crimes will be more delicate by time and eventually the preventing tips will not be useful anymore. But then again I have to agree with Adolf Thopil’s advices because even though you already have a lot of real solution to face or to solve Scopolamine problems, why not try to prevent them at the first place? If you are not an easy target, the criminal will not have a chance to drug you. CONCLUTION To sum up, this research paper shows you the real face of Scopolamine, how dangerous it is and giving you some safety tips so that you can protect yourself from this kind of crime. REFERENCES [i] Nick, O. (2012) Burundanga Republic [Online] Available from http://www.theglobalmail.org/feature/burundanga-republic/115/ [Accessed : 3rd December,2014] [ii] John, O. (2013) ‘Devil’s breath’ could be world’s scariest drug [Online] Available from http://www.thestar.com/news/world/2013/09/02/devils_breath_could_be_worlds_scariest_drug.html [Accessed : 2nd December 2014] [iii] VICE. (2012) Colombian Devil’s Breath [Online] Available from http://www.vice.com/video/colombian-devil-s-breath-1-of-2 [Accessed : 30th November 2014] [iv] Yukio, S. (2012) Is Scopolamine the world’s scariest drug? [Online] Available from : http://www.digitaljournal.com/article/324779 [Accessed : 10th December, 2014] v Adolf, T. (2014) The world’s most dangerous drug. [Online] Available from http://blog.tecsys.in/the-worlds-most-dangerous-drug.html [Accessed : 12th December 2014] Martin, D. (1998). HIV Drug Book. [Online] Second edition. USA: Pocket Books. Pp 235-237. Available from : http://books.google.com.vn/books?id=v8itp3BnM9gCpg=PA235lpg=PA235dq=scopolamine+booksource=blots=jSNfWSKKbKsig=6AzqkiRn4uIjSiISeBFFW1a4kZYhl=visa=Xei=CBV-VLroPJbc8AXkhoCwDAved=0CFkQ6AEwCA#v=onepageq=scopolamine%20bookf=false [Accessed 30th November 2014] [v]

Change in Roman Fever by Edith Wharton Essay -- Coincedence Edith Whar

Change in Roman Fever by Edith Wharton Chance (or coincidence) has an ambiguous role in the outcome of different situations; it can work in or against one’s favour. As in real life, chance in literature has considerable influence on the circumstances of the characters and where those circumstances lead. In two particular literary works, Roman Fever and A Small, Good Thing, chance happenings have grave results on the lives of the characters concerned. In Roman Fever, old friends meet by chance and reveal disturbing secrets about the past; while in A Small, Good Thing a boy is injured on his birthday placing his parents in a desperate situation. Although chance generally seems to go unnoticed—a spontaneous purchase of candles, followed by a power failure—the impact it makes is often not so subtle. Edith Wharton, author of Roman Fever, depicts two upper class women friends; one, Mrs. Slade, fiercely jealous of the other and the other, Mrs. Ansley, pitiful of her childhood friend. The depiction is real in that it epitomizes the American upper class wife—responsibilities include making the husband happy and entertaining his guests; a typical day may consists of shopping, lunch and the exchange of rumours with the other wives of other rich husbands; in essence, they waste away the time until the rich husband arrives home from work or until he makes a request. Mrs. Slade, in reflection, felt â€Å"a certain conjugal pride† about being such a wife (Wharton, 84). The most prominent aspect of such individuals presented by Wharton is the limit in which they will endeavour to undermine even a supposed friend to achieve an end, generally the richest husband. And, of course, with such rules of play, one needs all the ... ...mall, Good Thing, while its effects were tragic; it also had a few positive implications. However, the same aspect of chance holds true in both cases: though its effects rarely go unnoticed, its role in events almost always do. If it were at all anticipatory Alida would have pondered the possibility of Grace responding to the letter and Ann would have dropped her son at school that day. Indeed, if chance were predictable it would loose its very nature; its swaying force would be futile and life would go on otherwise unruffled. Works Cited Carver, Raymond. â€Å"A Small, Good Thing.† A Pocket Anthology: Third Ed. R.S. Gwynn. New York: Longman, 2002. 304-326. â€Å"Chance.† The American Heritage Dictionary of the English Language: Fourth Ed. Houghton Mifflin Company, 2000. www.atomica.com. Wharton, Edith. â€Å"Roman Fever.† A Pocket Anthology: Third Ed. 81-93.

Cinematography Essay -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Today, the movie industry has become a huge moneymaker in the entertainment business. You cannot turn on the television without seeing advertisements for the next big blockbuster film. While most of the films these days entertain with amazing special effects or raunchy comedy, there are still films that thrive because of great acting, directing, and editing. Three films that I believe would be great examples of the way these aspects can cause a film to excel are ?Any Given Sunday?, ?The Cell?, and ?Almost Famous?. ?Any Given Sunday? shows how, by using editing, a movie can portray an intense situation realistically. In ?The Cell?, color is used to differentiate between how we see things in reality and how things are seen inside our heads. ?Almost Famous? is a great example of the ways that sound and acting can enhance the quality of a film.   Ã‚  Ã‚  Ã‚  Ã‚   Al Pacino, as run-down head coach Tony D?Amato, and Jamie Foxx, as energetic quarterback Willy Beaman, star in this behind the scenes look at the conflicts that occur inside a modern day professional football team. While the backstabbing and stubbornness of people involved in a football program are greatly exaggerated in this movie, I chose it because of its portrayal of the on-the-field action. Having played football in high school, this is the first film that has been able to effectively capture the speed and intensity through the movie screen. The movie gives you the emotions of every type of person involved in the football game. Every view from the players on the field to the coaches on the sidelines to the fans in the crowd and watching on television is shown. Quick cuts of slightly blurred panning shots along with close-up shots of the intense looks on players faces many times give the viewer the feeling that they are involved in the play themselves. The mo vie also geniously uses a combination of true speed and slow motion scenes to allow the viewer to experience both the speed and intensity of the moment at the same time. One montage begins with the team walking up to the line in true speed, goes to slow motion as Beaman surveys the defense, goes to full speed as the lines crash into each other on the snap and a defender closes in on Beaman. Then as soon as the hit is made, it is switched back to slow motion to highlight the viciousness of the hit. Betwe... ...as the artists are still shell-shocked from what had just occurred. Possibly an even better example of sound or music having a major role in this movie is a scene closer to the middle of the film. The day following major argument, followed by an acid binge by arguably the band?s leader had caused the tension in the band to culminate. On the bus, no one is talking to anybody else and the band seems on a crash course for a breakup. Then, the song ?Tiny Dancer? by Elton John comes on the radio. One band member begins to sing along and before you know it every person on the bus has joined in singing together. Just that one song was able to make them all realize that it is about the music and they could not let minor differences break them up. Instances like this happen over and over in this film making it a perfect example of the inspiration sound can bring to a movie.   Ã‚  Ã‚  Ã‚  Ã‚  These three films each stand out in different aspects of cinematography and make their respective movie better because of it. After watching these films viewers should have a better idea of what makes a movie great and what things to look for themselves the next time they go to the theatre.

Reciprocity in Anthropology

The way every being experiences the world around us is mostly constructed by the culture we are exposed to and brought up in. The world makes sense to us because of the ways culture influences our perception. We experience the world around us in a time, space, and mentality that are built solely by culture. The Kaluli are a tribal clan from Highland New Guinea who experience their lives through reciprocity. The way the Kaluli form relationships amongst one another, communicate, and practice their everyday lives is based through gift-giving and reciprocity.The Kaluli are socially dependent beings who have constructed a social mechanism in which everyone participates in the art of reciprocity to maintain and build these social relations with one another. The Kaluli reify and bring to life reciprocity through ceremonies such as Gisaro, through food and marriage, emotions, and socialization. Frequently, the Kaluli people will hold a traditional ceremony, called the Gisaro, which demonstr ates the importance of reciprocity in their daily lives. Gisaro is a ceremony in which the Kaluli guests perform dance and singing rituals for their hosts. Schieffelin, p. 22) The visitors spend many weeks preparing costumes, songs, and performances for their hosts, while in return the hosts plan feasts at their longhouses for their prospective guests. (Schieffelin, p. 22) During the evening, the Gisaro begins inside the longhouses, and the dancers from the visitors’ side begin performing. (Schieffelin, p. 22) The performing group is made up of roughly 25 men, who begin to dance and sing one by one in the centre of the longhouse, while the audience of hosts’ watch. (Schieffelin, p. 2) The performers will take their turns singing about places and people familiar to one or more of the hosts’ in the audience. Most of the places that are sung about are from the past of a member in the audience and the people that are sung about have died and have emotional ties to a udience members. (Schieffelin p. 23) As the singing and recalling of events related to audience members get intense, so does the emotional atmosphere amongst the audience of hosts’. A member from the crowd will likely begin to resurface past memories of loved ones that have died and will begin to get deeply emotional and will begin to cry. Schieffelin, p. 23) However, immediately after, the emotional host will become infuriated due to the fact that the dancer hurt them with past memories, and in anger the host will grab a lit torch and burn the shoulders of the performer continuously. (Schieffelin, p. 23) The performer however, will not show any sight of pain and one-by-one the performers will continue performing and the whole process of emotional-outbreak and burning will continue until the chirping of birds can be heard in the morning. (Schieffelin, p. 3) At the end of the night, before the visitors made their way back, they paid compensation to those whom they made cry. (S chieffelin, p. 23) The Gisaro ritual shows an abundance of reciprocity in social-relations and emotions. The ritual is based on the exchange between the hosts and the visitors; one provides plentiful food and the other performs and entertains. The reciprocal nature of this social gathering displays the dependency both parties place on one-another to perform their obligated role in the gathering. This kind of social giving and exchanging is basic to the Kaluli way of life. † (Schieffelin, p. 26) Reciprocity of duties aside, there is also an exchange of emotions that can be witnessed in the Gisaro ceremony. The performer hurts the audience member, who then in return inflicts physical pain upon the performer. (Schieffelin, p. 24) In the Kaluli society anger is looked upon as a justification for being hurt or angered, and requires ones to react in an aggressive manner to be compensated for the feelings of anger inflicted upon them. (Schieffelin, p. 34) If the Kaluli men do not rea ct in anger where they are socially required too, they will be looked upon as weak and incapable. (Schieffelin, p. 135) The Kaluli use this is a method to limit how far a person can be bullied and taken advantage of. By compensating oneself through aggressive manners, the Kaluli are able to make sure that no one is pushed further than the other, and that at all times everything is equal. (Schieffelin, p. 136) â€Å"Such interventions, which were quiet common, seem aimed more at allowing the interaction to conclude properly than with scolding or punishing the offender. (Schieffelin, p. 137) Thus, in the Gisaro ritual it is appropriate for a host to be angered by the performer and react in an aggressive manner. By performing the Gisaro, both the visitors and the hosts of the occasion share the exchange of emotion and ritual duties. Like the Gisaro, the Kaluli people partake in many other traditional ceremonies that show the reciprocity of food, labour, and duties. In marriage there i s an abundance of gift-giving and labour sharing which involves both the groom and the bride’s family.When a bride is chosen, the groom must compensate the bride’s family with brides-wealth, and both sides begin to part-take in many ceremonies. (Schieffelin, p. 26) One side will bring the other many fruits and meat, and then the other side will return the favour by doing the same, creating an on-going cycle of food-giving. (Schieffelin, pg. 26) Food is continuously exchanged and prepared by both in-laws because it is one of the best methods the Kaluli use to form and maintain social relations with their in-laws and family. Food as gift or hospitality is the main vehicle for expression of friendly relationship to anyone, kinsman or acquaintance. † (Schieffelin, p. 27) The reason that the Kaluli form such reciprocal customs is to provide the Kaluli people with the â€Å"the basis for the provision of hospitality for visiting, support in conflict, invitations to hu nt and fish, mutual assistance in garden labor, and occasional ceremonial prestations, which are formal customary gifts of food, especially meat. † (Schieffelin, p. 6) The Kaluli people distribute their labours and efforts in food-gathering by creating a mutual-dependency on one another. (Dr. Clark, Lecture 3) By creating a gift-based economy, there is a never ending cycle of giving, and thus there will always be support for the Kaluli people. (Dr. Clark, Lecture 3) Though western societies might look at the Kaluli gift-giving economy as an outdated method, it has shown to be the most efficient as there is less labour needed to be done by everyone and there is always certainty of being provided for. (Dr.Clark, Lecture 3) The Kaluli have found a form of security through these gift-giving rituals and traditions to make sure that they always have food and support. Through reciprocity, the Kaluli try to achieve a balance in their everyday life, and this has become the means in whi ch they experience their world. There is reciprocity to keep balance of food and relationships. Likewise, the Kaluli myths of how nature, their placement in reality, and their after-world presents a different form of reciprocity and balance. The Kaluli believe that at the beginning of time, there were only humans and that there was no nature. Schieffelin, p. 94) However, as time went on there were needs for food, shelter, clothing, and etc. Thus all men were gathered together and were given duties to become trees, animals, water, etc. (Schieffelin, p. 94) The Kaluli recognize that these trees and nature surrounding them are actually people, and that to these people the Kaluli appear to be trees, water, animals, and nature. (Schieffelin, p. 96) This means that the nature-world is a reflection of the Kaluli, and to the world of nature – which are actually people – the Kaluli reflect the world of nature.The Kaluli do not treat this world as a spiritual or sacred world, it is just an everyday reality for them which they refer to as the mama world. (Schieffelin, p. 96) They believe that every day they live in coexistence with the mama world which is identical to theirs and a wild-pig from the natural world is actually the reflection of the man in the real world. (Schieffelin, p. 97) This means that if something were to happen to the wild pig in the unseen world, it would inflict the same actions upon the corresponding man in the real world.Through this ideology and cultural reality, the Kaluli create a balance between the natural world and their own world. At all times there is a coexisting world which reflects their own. Even in death the Kaluli find balance and seem to face avoid the means of facing great damage and loss. â€Å"When a person dies, his wild pig aspect disappears from the mama world. His personal life virtue†¦escapes with his last breath and takes on human form in the mama world where it continues a life very much like the one h e left.In the visible world, the person now usually appears in the form of a bird or a fish. † (Schieffelin, p. 96) As it can be seen, all that happens during the death of a Kaluli is that he becomes a part of nature, and in the mama world the wild pig will become a human. Through this coexisting reality the Kaluli have created for them, the Kaluli reciprocate lives back and forth between the visible and mama world. In such ways, they establish a balance at all time and avoid from feeling a great deal of loss.Language is a very essential role in the lives of the Kaluli people, for it brings to life the culture of reciprocity in their everyday lives. From a very young age, the Kaluli are taught to talk and socialize in ways which expressed their exchanging and gift-giving behaviours. Songs are song about death which reminds the Kaluli the dangers that death brings, because once an individual dies, the act of reciprocating and exchanging comes to an end. (Schieffelin, p. 136) Da ily conversation usually revolves around the lines of who had to compensate whom, and what one got in return for something else. Schieffelin, p. 136) Regardless of the abundance of food the Kaluli have to eat, the Kaluli conversation consists of arguments either refusing or accepting food. There are even specific verbs denoted to the exchanging transaction: Dimina meaning give, and dima meaning take. (Schieffelin, p. 136) These words are used throughout the daily conversations of the Kaluli helping reify their realities of reciprocity. However, the Kaluli have no specific word for sharing, and thus they only see their relationships through give and take. (Schieffelin, p. 36) Through language and socialization the Kaluli continuously bring to life reciprocity and make it a part of their everyday lives. The Kaluli have come to see the world in a way of balance created by reciprocity, and through these cultural views the Kaluli have built their realities. It is a cultural experience in which the Kaluli form social dependencies in order to establish a stable and supportive way for living. â€Å"Idea that exchange, as a system of meanings, is involved in the shaping of particular cultural realities†¦Through the management of meaning exchange becomes a vehicle of social obligation. (Schieffelin, p. 503) The Kaluli create an ongoing cycle of gift-giving in which one is always obligated to give back to the other because of maintain a social circle. Through exchange and the reciprocation of labour and food, the Kaluli recognize them in such a manner where balance must always be achieved. This can be witnessed because when the Kaluli cannot be compensated or find a balance or reciprocate feelings, they become frightened, confused, or even lost. (Schieffelin, p. 45) For example, when the Kaluli hear thunder sounds they become angered because it is invisible and unpredictable, and because they cannot be compensated for their anger they are frightened. (Schieffelin, p. 142) The Kaluli are so used to living in a reciprocal based lifestyle, that if they feel like they cannot establish balance or be compensated, they feel as if they are at a loss and feel hopeless. (Schieffelin, p. 142) The Kaluli through language, food, gift-giving, and ceremonies, always seek to find reciprocity in which they can see themselves compensated and at a balance. Bibliography ———————————————— Clark, Dylan. 2011. Lecture 3, ANT204, Sociocultural Anthropology, University of Toronto, Mississauga, ON, September 14, 2011. Schieffelin, B. B. (1990). The give and take of everyday life: language socialization of Kaluli children. Cambridge: Cambridge University Press. Schieffelin, E. L. (1980). Reciprocity and the Construction of Reality. Reciprocity and the Construction of RealityReciprocity and the Construction of Reality, 15(3), 502-517. Schieffelin, E. L. (1976). The sorrow of the lonely and the burning of the dancers. New York: St. Martin's Press.