Laziness through Technology Essay

Technology is the branch of knowledge that deals with the creation and use of technical means and their interrelation with life, society and the environment. Modern inventions have made people lazy because they make things easier. In a BBC News article, Dr. Richard Weiler and Dr. Emmanuel Stamakis argue that technology in the form of energy saving devices like remote controls, has led humanity to an inactive lifestyle which poses risks to people’s health. Dr. Stamakis said, â€Å"Sedentary living is the most prevalent disease, silent killer, and greatest health threat facing developed countries.† Technology inventions have also reduced humans’ physical activity, making them lazy. Technology governs the lives of people especially children (Wise, â€Å"Does technology†¦Ã¢â‚¬ ). see more:technology make us lazy Web search engines like Yahoo, Google, and Bing have changed the way youth learn and remember information according to a study by Department of Information Management. Having practically all the information they could ever need has caused students to subconsciously not store away as much data, scientists claim. Researchers have examined the role of the internet in changing the nature of human memory. For instance, students forget things they are confident they can find online, while likely to remember things they think are unavailable online. Due to the excessive usage of online chatting and shortcuts, the writing skills of today’s young generation have declined quite tremendously. These days, children are relying more and more on digital communication that they have totally forgot about improving their writing skills. They don’t know the spelling of different words, how to use grammar properly or how to do cursive writing. (Oliveira, â€Å"is technology†¦Ã¢â‚¬ ) . Today experts call them the M2 Generation—highly technological children whose lives seem to revolve around the media. With the constant exposure that children have to television, computers, mobile devices, and video games, it seems there are no limits to the amount of time children spend with technological devices. According to a survey cited by Brian Wallace, in just five years, media use has increased from six and a half to nearly seven and a half hours a day in children between the ages of eight and eighteen. Even more alarming, children have become masters at multitasking, often using two or more media devices at the same time. Counting each device separately, these kids have found a way to cram in a total of 10 hours and 45 minutes of media content into those seven and a half hours. These findings epitomize the very phase â€Å"media saturation.† Children now spend more time with technology than they do with their family, in school and sleeping. These have adverse effects on children’s performance in school(Wallace, â€Å"The effect of†¦Ã¢â‚¬ ). Furthermore, 16% of children that are between the ages of six-nineteen years old are overweight or obese, a number that has tripled since 1980 mostly due to electronic usage. Being overweight can bring with it great health concerns. Many of these children have a good chance of developing Type II Diabetes, asthma, sleep apnea, social discrimination, high cholesterol and/or blood pressure. Also, according to a Stanford University of Medicine study, elementary students consume 20% of their daily calorie intake while watching television, which usually includes unhealthy snacks, largely due to advertisements for junk food and boredom. Coincidently, kids are not burning off any of these calories while they are plopped in front of the television (Wallace, â€Å"The effect of†¦Ã¢â‚¬ ). Similarly, spending hours in front of screen, whether it is a television or computer, can quickly contribute to a serious decrease in the amount of physical activity a child gets during the day. A child needs at least 60 minutes of physical activity each day to maintain a healthy weight and level of fitness. The more technology time a child engages in, the less the child daily dose of physical activity will be. This can in turn contribute to negative effects such as weight gain. Also, televisions, laptops, tablets, cell phones, iPod and all of the other technological devices that children use, they are constantly inundated with an array of media images these often include negative behaviors such as underage drinking, drug use or risky sexual situations. With the use of technology the media portrays an idealized image of the teenager when it comes to weight and appearance (Loop, â€Å"Exposing the negative†¦Ã¢â‚¬ ). Furthermore, technology has a bad effect in the Environment, old electronics are dumped into landfills and these can lead to toxins such as lead, mercury and lithium into the environment. Electronics account for two percent to five percent of the trash that reaches America landfills every year. According to a Green Citizen, a California based company that works to reduce waste, an average computer screen contains up to eight pounds of lead, which in excessive amount can cause nerve disorders and joint pain in adults and high level of lead in children has been associated with brain damage and anemia (Stanic, â€Å"Bad effect of†¦). Also, modern technology is affecting people’s sleep. The artificial light from television and computer screen affects melatonin productions and throws off circadian rhythms, preventing deep, restorative sleep. A research by Sara Thomas shows that heavy cell phone use showed an increase in sleep disorders in men and an increase in depressive symptoms in both men and women, men who use computers intensively were more likely to develop sleeping problems., regular, late night computer use was associated with sleep disorders and stress in both men and women. The relationship between stress, sleep disorders and depressions has more to do with the overuse of technology in our society, especially among young people (Volpis, â€Å"Heavy techno†¦Ã¢â‚¬ ). Top of Form Today, computers do this job instead of workers, with the rise in technology, many jobs that require little skills have been replaced by computers and machines. This is a type of structural unemployment. An example of this is the supermarket checkout systems. Initially many cashiers were employed by supermarkets, with a majority of these people being aged under 24. With the introduction of the computer checkout systems, these cashiers are now in less demand and has created more unemployment, particularly amongst the youth. The developments of the internet and online shopping have significantly reduced the number of retail workers. In society today literally anything can be bought online. These types of unskilled jobs were again predominantly taken up by under 24 year olds who were using these jobs to fund their education (U.S. Department of Labor 2004). Moreover, the internet has stripped the world of privacy. Long gone are the days of having an unlisted telephone number and staying offline to keep your information safe from prying eyes. A few flicks on a keyboard can help average person to find anyone’s address and contact information. Those with more sinister intentions, the use of phishing, viruses and hacking helps to find any information they wish to obtain. Plus, people have no sense of privacy online. They do not think twice about twitting every move they make, freely giving out their location on Google Map and putting their entire life story on Facebook. The evidence is overwhelming technology has caused isolation, lack of social skills, bad writing skills, poor sleep habits and laziness. Works Cited Loop, Erica. â€Å"Exposing the negative effects of technology on kids.† Global post 15 March 2012. Web. 25 March 2014. Mart, Coollen. â€Å"Technology making us lazy.† Inside Technology 4 October 2010. Web. 25 March 2014. Olivera, Micheal. â€Å"Is technology hurting us by making life easier.† The Canadian Press 27 December 2012. Web. 25 March 2014. Stanic, Claudia. â€Å"Bad effects of modern technology in the environment.† eHOW. 17 November 2013. Web. 2 Wallace, Brian. â€Å"The effect of media and technology on young children.† Social Media Today Wise, Jon. â€Å"Does technology make us lazy.† SIOW. 17 September 2013. Web. 25 March 2014. Volpi, David. â€Å"Heavy technology use linked to fatigue, stress and depression in young adults.† Huffpost 8 February 2012. Web. 25 March 2014.

Lord of the Flies: Can Someone Be Innately Evil or Innately Good? Essay

The difference in the way humans perceive things is part of the complexity of mankind. What is thought of as evil to one person can be seen as good to another, and vice versa. The issue of good and evil is brought up in William Golding’s Lord of the Flies, when innocent boys are set on an island to bear the weight of society on their backs. What happens to them? How do past influences effect them? Are their actions good or evil? The actions of the boys were not a matter of being good or evil, but were actions for survival. A man’s environment does not influence him towards good or evil, nor is he born with it inside. Man has instincts and inner drives that are not matters of good and evil, but of survival. Humans are always, by natural instinct, going to do what is best for them and their survival. Animals, much like men, kill when in need. For instance, when they feel they are backed into a corner, they will attack, and when they need food, they will kill to eat. In Lord of the Flies, Ralph was being hunted by Jack’s tribe, and in a desperate attempt in his defense, he thrust his spear through a crack at the inspecting savages. Ralph attacked someone of his own kind for his own survival. It can be believed that man is the derivative of others animals, and as such, they have certain instincts that were instilled from birth. The boys on the island later began to resemble the behavior of animals. â€Å"At once the crowd surged after it, poured down the rock, leapt on to the beast, screamed, struck, bit, tore. There were no words, and no movements but the tearing of teeth and claws† (153). William Golding’s description of this scene leads a reader to believe that these boys took on animal like qualities. What kind of human tears with teeth and claws? The boys mistake Simon for their beast and result in ruthlessly killing him. In their state of mind of savagery and hunting, they saw themselves in danger of this â€Å"beast† and their first instinct was to kill anything in sight that had the possibility of being it. Humans and animals have a natural instinct to protect themselves in the face of danger, like attacking when backed into a corner. Instincts are innate, but indefinite characteristics such as good or evil are not. The significance of moral values does not apply to actions in a situation for survival. Instincts are not about being good or evil, because the issue of being good and evil is undefined. Whether an action or situation is good or evil depends on who it is and how it is being perceived. This makes this issue uncertain due to the way it is viewed from person to person. Since the way it is seen will differ, man cannot be exclusively evil or exclusively good. Consider the following example: A dog constantly jumps on the window of a door in an attempt to get the attention of the family inside. He is doing this in hopes to be let back inside the house. Someone inside the house could view this as being evil, which would be different from the view of an animal lover. They would not consider this evil and would claim that the dog had not caused physical harm and just didn’t know any better. The dog doesn’t believe that it is evil because he is only obeying environmental stimuli. He’s been inside before and knows that it is much nicer than outside, and wants the attention that is inside. The dog has tried to jump on the door before, and had received the attention of someone who thus let him in. This leads the dog to believe that what he is doing is the â€Å"right† thing to do. After all, he just wants in, right? So the dog is evil because someone inside says he is, but then he is not evil because he doesn’t think he is. The opinions on what is evil and what isn’t disagree with each other because of how it was perceived by each side. In Lord of the Flies there is a situation that deals with Piggy’s glasses, which is the key to fire on the island. The glasses are stolen in the middle of the night that leads to a brawl in the dark among the boys. Of course the fact that the glasses were stolen, and that they were Piggy’s only seeing aid, can be seen as evil, but what about Jack’s side? Jack acts upon his need for fire to cook the pig he slaughtered with his tribe to fully enjoy their prize. Ralph and Samneric engage in a fight with whoever they can touch first, not even attempting to reason. Which is evil in this situation? Humans are simply complex animals that respond to complex stimuli, and their behaviors are influenced or are a product of everything that they learn starting from the day of their birth do the day of their death. Society sets a mold for the â€Å"good† and â€Å"bad† conditions that humans are learning from day to day. The role of society in being good or evil is that it acts as this guideline for that long lived dream of acceptance. It’s where what’s good gets you in, and what’s evil is what will make you repulsive. The ideas of power and the abuse of that power are not learned from the environment. The environment is used as a resource to abuse that power. Jack manipulates the boys into joining his tribe and sets up his territory on the island. He threatens people to join his tribe, and hunts those that refuse to. Jack’s tactics are an example of how he abuses power by using the environment and how he sets the society guidelines of acceptance. A society could not exist where people are brought up to know what they define as right or wrong, and could stick to that without problem. â€Å"We decide things. But they don’t get done†(79). On the island, the civilized rules of having drinking water, shelters, and having a spot for a lavatory are not followed. The boys were brought up having rules like these, but they did not stick to them due to the problem that they didn’t have a strong enough authority figure to instill them. Society acts as this needed component to life, and if it’s not there then it needs to be made. The creation of society begins with people who have the power to set the rules of acceptance, and they are the ones who establish what is good and what is evil. Society may manipulate others into believing what is good and evil, but those that manipulate society create that belief. It’s not that man is innately good or innately evil, it’s their natural instinct that drives them to do those evil or good deeds based upon what society leads them believe. Man can not be exclusively good or evil because the state of good and evil is undefined. People are born with an instinct that drives them to do what is necessary in extreme measures. This instinct over takes any other preceding thought and becomes the need for survival. In Lord of the Flies, it wasn’t whether or not the inhabitants were evil or good, it was their human reaction and instinct in the case of survival.

Citizenship: How Big a Problem Is the Use of Child Labour Today Essay

Child labour is often seen only to occur in third world countries but this is not the case. Child labour occurs all over the world and the brutality and cruelty of this work varies. Although child labour is seen as a bad thing, for the children and families living in their poor conditions, child labour is seen as necessary for the family to live as it is an essential income. UNICEF estimates that around 150 million children aged 5-14 in developing countries, about 16 per cent of all children in this age group, are involved in child labour. Therefore child labour is still a big problem in our world today especially as some children are forced to work in dangerous, unhygienic, life threatening conditions. Not only does is it harmful to their physical body it also effects their education as some children drop out of education to work. Even though many organisations and charities attempt to stop child labour or at least make the conditions suitable for children, child labour is still seen as a big problem in the 20th century. The more children are forced to work, the fewer opportunities there are for adults to earn a living. By driving down adult wages and depriving children of education, child labour ensures that poverty will be passed down from generation to generation. If children are used as the only income for a family an employer can take advantage of this vulnerability and use it to make work as cheap as possible because the child will work for anything as long as he is providing some sort of income. Child labour is a problem because children work long hours, often exposed to hazardous chemicals and made to use dangerous tools and machinery that are inappropriate to their mental and physical development. In agriculture they use acid, dangerous pesticides without skin protection, so this chemical are able to touch the skin causing damage and severe health problems. An example of when employers use child labour because it is cheap is with Vinod’s story. Vinod is an Indian 10 year old boy who lived in the Indian State of Uttar Pradesh. Manufactures employed him because he was cheap and had small hands and nimble fingers which were perfect for the job of weaving carpets, which was where he worked for 2 years without receiving a single rupee for a year’s work. Vinod worked long hours and was exploited to working conditions which were unacceptable. By working these long hours he was made ill and being squashed and sat in uncomfortable positions he could have suffered from malformed bone structure. He did not attend school, so the chances of him gaining a better job in later life were highly unlikely. If Vinod made mistakes he was punished starkly. He had to use dangerous tools such as a sharp knife to turn the carpet knots but when cuts or wounds were made he was not medically treated from them. Instead the employer filled the wound with matchstick powder and burnt it. This cauterised the wound and stopped infections. Vinod’s right were violated and almost mocked by the employer. Children should be allowed to work in conditions which damage the mental and physical state, children should be allowed to live their childhood to the maximum not worrying about whether they will get beat or whether their families will suffer from their mistakes.

Leisure travel and tourism Assignment Example | Topics and Well Written Essays - 500 words

Leisure travel and tourism - Assignment Example Local tavern is an inn for travelers. Tourist from all over the world requires a place for chilling and hangout. The history of local tavern has influenced the growth of travel industry. Cruising is the faster growing segment of adventure travel. Since 1980, the annual growth rate of the cruise industry has increased to 8%. The cruise itinerary, facilities and the onboard service are main elements of cruise experience. American Society of travel Agents is a trade association and leading global advocate for the travel industry. It is the world’s largest association which provides enhanced professionalism and effective representation for selling travel products. Examples of hotel amenities are internet access, kitchen facilitates, towels, personal items, dining, etc. hotel services is the service provided to the customer by staffs. It can also be regarded as the maintenance of hospitality with guests. Exhibition is the organization presentation which denotes the idea of display and showing of selected items. Fair is the display of goods or trade produce to the gathered people. It denotes the idea of selling, displaying and entertainment. Sustainability is how forests and healthy wetlands remain productive and diverse. It is something to take initiatives instantly without thinking the future potential for people. Sustainable activity can continue forever. Wine tasting is the sensory examination of perceiving the aroma and flavors of a wine. This increases sensory senses and lead to healthy and fit body. Safari is a journey to hunt or observe animals. The increase of fitness and healthy emotional balance is due to long

The Drug Diazepam in Pharmacology Essay Example | Topics and Well Written Essays - 4250 words

The Drug Diazepam in Pharmacology - Essay Example Only paramedics are allowed to use in the management of â€Å"psychostimulant-induced behavioral disturbances† in times of emergency (National Drug Strategy). a. A list of conventional over-the-counter (OTC) medicines, complementary alternative medicines (CAMs) and prescription medicines that are known or suspected to undergo clinically relevant interactions with your profile drug in humans. b. List the source(s) of information you have used and indicate the strength of the evidence (e.g. anecdotal report, clinical case, clinical trial, etc) for each of the interactions that you have identified. Fluconazole is an antifungal that belongs to a group of drugs known as azoles that increases the effects of Diazepam by increasing the levels of Diazepam available in the plasma at any given time. A study conducted by Saari established that Fluconazole increased the level of Diazepam two and a half times thereby increasing the sedative effects of Diazepam. However, the peak plasma concentrations and the pharmacodynamics of Diazepam were not affected (941-999). Voriconazole may inhibit Diazepams metabolism, increasing the risk of adverse effects. In essence, Voriconazole acts the same way as Fluconazole by increasing the levels of Diazepam that are available in the plasma at any given time (Saari 941-999). Therefore, a Diazepam dose should be decreased. Diazepam may possibly increase or decrease phenytoin concentration. The phenytoin concentration should be monitored in case of toxicity and the phenytoin dose should be adjusted as necessary (Australian Medicine Handbook 2011). Enhanced sedation or respiratory and cardiovascular depression may occur if diazepam or other benzodiazepines are combined with drugs that have CNS-depressant properties such as alcohol, antidepressants, sedative antihistamines, antipsychotics, general anesthetics, other hypnotics or sedatives and opioid analgesics.  

Literature Review Example | Topics and Well Written Essays - 1250 words

Literature review Example 80). For example, a 24/7 customer support service is available to customers in case of online businesses which is not there usually in case of traditional businesses. If we talk about online clothing sale business, we can say that it is a wonderful approach towards such business as it provides benefits for both customers and the company in terms of increased convenience for customers and increased customer base for the company. E-retailing actually started in 1997 by Dell computers. Today, there are a large number of companies that are doing their businesses online, such as, The Outnet, E-bay, and Amazon. The Outnet is one of the most successful UK clothing e-retailers. The company operates its business online and offers a wide range of luxury clothing products, such as, bags, shoes, clothes, and other garments to the customers. To ensure efficient working of business processes, the company has implemented an efficient management information system that keeps the business information up-to-date. The information system makes use of information technology tools for the processing of information and generation of reports (Earl 1996). As Oz (2009, p.9) states, â€Å"Information is the lifeblood of any organization†. ... Almost every company having online presence needs to manage the details of business processes and other information in the database in order to carry out the business processes effectively. According to Stahl (2008, p. 1), management information systems promote efficiency and effective control of business processes. The Outnet would have been a failure without the implementation of information system because it is a customer-oriented company and needs to be efficient in managing the information about customers’ orders and payments. Therefore, information management is one of the basic needs of an online retailer company in order to succeed in today’s competitive environment. If we talk about the benefits of online shopping for customers, we can say that customers find it very easy and convenient to do online shopping as it saves them a lot of time, energy, and money in terms of reduced traveling costs. Similarly, in today’s busy world, customers do not have much time to go to stores physically and spend a lot of time to select and purchase clothes. They prefer to do online shopping because they can do it from anywhere and any time. They do not have to dedicate some part of their time for shopping; rather they can do it while doing other personal or professional life activities. For example, people can do online shopping within the break they usually get in office hours. Similarly, a woman can check out latest clothing fashions on the websites of online companies while doing household activities. Moreover, they can also easily search many other alternatives to choose the best bag, a pair of shoes, or any other clothing product. A

Research Method Essay Example | Topics and Well Written Essays - 3000 words

Research Method - Essay Example Bank of Muscat pays special consideration to the employee welfare and it undertakes a number of training programs in order to build employee skills and to increase competence within its workforce. And this has been the core reason for selecting Bank Muscat as the organization to be researched. As a part of the study the factors that affect the effectiveness of the internal environment of a business setting a number of options of study were available to be analyzed. Out of the variety of the topics which included Performance Appraisal, Leadership Effectiveness and Team Building, the Impact of training on Employee performance was chosen as the topic of the research. The dissertation proposed basically focuses on the extent to which training the employees pays off in the context of the Job satisfaction, Employee Efficiency, Customer Satisfaction and ultimately Organizational performance. The theme of the dissertation would be analyzed on the basis of a research conducted over the internal environment of Bank Muscat. The findings of the research would then be utilized to test the theories developed in the past and to modify them so as to improve their application to the current business scenarios. Moreover the research would serve the purpose of key decision making to managers and would help in improving the understanding of key Human Resource Management concepts. The basic purpose of undertaking the dissertation is to analyze the effect of training on employee’s performance and ultimately on the organization’s success. The outcome of the research will be used deduce the extent of training that is being provided to the employees at Bank Muscat and its degree of effectiveness as perceived by them. The dissertation will also be used to find out the significance of maintaining the internal environment for an organization. Since the dawn

Legal Disabilities of Women and Letters on the Inequalities of the Essay

Legal Disabilities of Women and Letters on the Inequalities of the Sexes - Essay Example â€Å"Man has inflicted an unspeakable injury upon woman, by holding up to her view her animal nature, and placing in the background her moral and intellectual being† (Grimke 2). From this statement, the woman has placed in the back in regard to her intellectual and moral being; she is viewed by her animal nature and not on her human being nature. The woman further worsens the situation by submitting to such derogatory statements. The author states that â€Å"woman has inflicted an injury upon herself by submitting to be thus regarded; and she is now called upon to rise †¦ and claim those sacred and inalienable rights, as a moral and responsible being †¦Ã¢â‚¬  (Grimke 2). The being of the woman is like that of a slave and it is absorbed by her master. Grimke (1) asserts that â€Å"all contracts made with her, like those made with slaves by their owner, are a mere nullity†. This indicates that any contract made between the man and the woman is futile; it cannot work since the woman has no legal rights. This can be illustrated by the following statement where men have convinced women that they do not possess any rights to investigate or examine the laws; â€Å"they have persuaded us, that we have no rights to investigate the laws, and that, if we did, we could not comprehend them; they alone are capable of understanding the mysteries of Blackstone, &c† (Grimke 1). The woman has been left by the man in regard to taking care of the family needs. The money that has been acquired through the marriage is spent by the man the way he pleases. â€Å"Yet a man may spend the property he has acquired by marriage at the ale-house, the gambling table, or in any other way that he pleases† (Grimke 2). From this statement it is clear that the woman has no right over the property spending. She toils hard to support the family regardless of her

Bellingham City budget cut Research Paper Example | Topics and Well Written Essays - 1250 words

Bellingham City budget cut - Research Paper Example the services and duties carried out in the Bellingham City Police department and then determine which of these services and staff should be let go in order for the department to operate within its budgetary allocation without collapsing. I will also look at some of the duties that can be merged or reassigned so as to reduce financial constraints in the department. Law enforcement in cases of robbery, burglary and murder is one of the normal operations of a police department. Police duties also include maintaining order. Order maintenance is normally done during police patrols in different areas of jurisdiction. Police services are also part of the standard police operations in the US. These services range from giving first aid to creating safety awareness among people. All these operations are supposed to contribute to the security and other needs of the community (Dempsey and Forst, 2009). Different officers carry out different tasks in the police departments depending on their level of competence. These officers are normally trained in police training academies, most of which are run by police departments. Different areas have different security and police service needs. Therefore, one police department cannot be completely similar to another in terms of operations. For instance, burglary prevention may be a priority in one police department and drug trafficking may be a priority in another department. The staffing and budgetary allocation needed for these departments will therefore differ, depending on the security needs of a particular area (Talaga and Tucci, 2008). There are some services that are redundant and can be removed in order to streamline the police department’s budget. These are the services that do not contribute much to the major interests of a particular police department (McKenna and Evans, 1994). Some of these services have been discussed below, outlining their pros and cons, as well as why the cons outweigh the pros. Police departments

History Assignment Example | Topics and Well Written Essays - 750 words

History - Assignment Example Due to existence of a number of different nations that are considered as world power, conflicts of views became increasingly influential. Once the conflict had been started, the impacts of the WWI to the history of the world became inevitable (Howard, 2003). Included in the said impacts is related to the influential nations and empires of the period. It can be considered that the effects had been negative on their part because two of the imperial powers had lost control and had been divided into smaller territories such as the Austria-Hungary and the Ottoman Empire. Except for the rise of the Soviet Union which had been revolutionized, the greater part of the European region had been changed. The said change can also be related to the strengthening of the belief in nationalism as opposed to the imperial leadership that had been the main form of leadership during the said part of history (Howard, 2003). In the social and economic aspects, there are different changes that had occurred due to the WWI. One of the impacts that can be observed is the manner of warfare which significantly improved compared to prior period. There are different repercussions of the said effect which can include the continuous aiming for increasingly powerful weapons, which can still be observed even at present times. Another significant effect not only in the domestic but also in the international arena is the social trauma that commonly occurs in times of wars and conflicts (Howard, 2003). One of the most significant observations with regards to the effect of WWI is the rise to power of the United States on the basis of the economic and trade relations. The effects of such event can be considered as the onset of the power and control being experienced by the US until the present era. This event can be attributed to the fact that new allies and international

A middle class family named The Birlings Essay Example for Free

A middle class family named The Birlings Essay An Inspector Calls, written by J. B. Priestley, is about a middle class family named The Birlings. The Birlings lived in an up and growing industrial town in the north midlands. Set in 1912, the Birlings were happily celebrating their daughter Sheilas engagement to a respectable businessman, Gerald Croft. However, the modest celebration turned out to be more than eventful when an unexpected inspector arrives enquiring the suicide and death of a young girl names Eva Smith. Whilst doing so, the inspector unlocks a chain of family secrets along the way. The play, in its time, proved to be very popular, and still does so today. In this play, I think that J. B. Priestley chose the characters very well. I think that what made the play so appealing is the way in which he gave each character such a strong personality. Each member of the Birling family has a unique personality and throughout the play some of the Birling family change. I do think however, that the Birlings as a whole family are quite stereotypical. The Birlings come across as a family that have wealth and seem to be quite a respected family of a high class. At the beginning of the play, the Birling family seem to be quite a closely bonded family but throughout the play this bond seems to drift apart as they recognise their differences. The family consists of four very unique and exciting individuals: Arthur Birling- A very self-obsessed, wealthy business man, also very self-opinionated. The perfect example of an old snob. Obviously very proud of his achievements in life, but with his heart set on a knighthood which would be his ultimate achievement. Sybil Birling- Considers herself high in regard to social standings, largely on the back of her husbands success and wealth. Possibly a Hyacinth Bucket of her time. A very unlikeable woman who sees lots of people as being beneath her. Sheila Birling- comes across as a very polite and obedient woman, looking forward to her engagement to Gerald Croft. However, as the play goes on, Sheila begins to realise the truth about herself and the Birling family, and begins to stand up against them. Eric Birling-Quite an enclosed person. Erics personality is hard to detect. He seems to be the outcast of the family, and the family do not discover until later on in the play that Eric is in fact a heavy drinker and was to father a illegitimate child. A typical wealthy young man of the day.

Coffee Bean Essay Example for Free

Coffee Bean Essay The Coffee Bean Tea Leaf was founded by Mona and Herbert Hyman and it is established in Los Angeles, California in the year 1963. The first Coffee Bean Tea Leaf were established here in Malaysia in 1997. The company offers a wide variety of its own signature beverages that ranges from coffee to non-coffee drinks and launched their very own signature drink; â€Å"The Original Ice Blended† in 1989 and has been the main highlight of its company ever since. We will take a look into the possibility of bringing in a new product that could be a mainstay for the Ice Blended range that is already available here in Malaysia. Currently, the range of its Ice Blended drinks is limited to several coffee and non-coffee drinks. Although from time to time Coffee Bean has been introducing promotional and seasonal Ice Blended drinks, none of these drinks will be served in the main menu after that the promotion is over. With this. Although a majority of Malaysians like to drink coffee oriented drinks, With the introduction of the Honeydew Ice Blended to the market, it will help boost the challenge of bringing in new flavors for the market. Situation Analysis The Coffee Bean Tea Leaf is entering its fifteenth year of operation in Malaysia with many of its products ranging from its well known â€Å"The Original Ice Blended† beverages which carries coffee and non-coffee drinks have been well received by the public. However. 2.2 SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses for the proposed product and describes the opportunities and threats that it will face. 2.2.1 Strength The Honeydew Ice Blended drink is offered during the summer seasons and it is well known as the refreshing summer drink in United States. With summer all year long in the South East Asia region, this product has also been proven as a main-stay in the Philippines and Singapore’s The Coffee Bean Tea Leaf. This product carries a cool, chilling and refreshing sweet taste which suits the pallets of the South East Asian region. 2.2.2 Weaknesses This product may not be suitable for coffee drinkers as the drink does not offer any coffee taste and it’s a fruit oriented drink. It’s also not suitable for those who are watching their calories and diet as the drink carries a high calorie range due to the sweetness and the cream that the drink offers. As this product targets the youth which comprises of teens and working adults in their twenties, some may be price sensitive to this beverage offer as it may be expensive compared to the local. 2.2.3 Opportunities Younger generations, whom fell under the legal drinking age, are known as one of the fastest-growing segments of the beverages market. These generations prefer fresh and upcoming products rather than stagnant products that they have consumed daily. With a brand new product being introduced, it will trigger the targeted younger generation with the enthusiasm to go. The lifestyle factors converger. 2.2.4 Threats Global coffee and tea market have been increasingly growing and it has since been an extremely competitive sector. Coffee Bean Tea Leaf goes up against its closest rivals such as Starbucks, Dome, Cha Time and Old Town Cafà © here in Malaysia. Competition The Coffee Bean Tea Leaf has been a powerhouse brand in providing its ice blended beverages. However, there are companies that do make similar ice blended beverages such as Starbucks and Cha Time. The Coffee Bean Tea Lead has the upper hand because of the creation of the â€Å"The Original Ice Blended† line which gives the company the extra edge. Although the mentioned competitors have been making ice blended beverages, The Coffee Bean Tea Leaf has its own signature way of making these beverages special and cannot be matched with its competitors.

Teenage Purchasing Decisions for Cosmetics

Teenage Purchasing Decisions for Cosmetics Chapter 1: Introduction This introductory chapter is divided into five subsections. Firstly, a brief background of the research will be presented. Thereafter, the problem discussion will be provided, which in turn will lead to the purpose and objectives of the research. Finally, the delimitations and summary of the dissertation will be set. 1.1 Research Background According to Kotler (2008), consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing that blends elements from psychology, sociology, socio psychology, anthropology and economics. It attempts to understand the buyer decision-making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people needs. He also stated that it also tries to assess influences on the consumer from group such as family friends, reference groups, and society in general for example while consumers purchase the shoe, then they go for family decision, comfort, satisfaction, price and quality (Kotler, 2008). According to Baker (2002), consumers are not aware of the products and usage but constantly they are choosing among the various products. They are intentionally procuring the various new brands without any knowledge about the new products. Additionally if new company enters into the market, for every consumer it is very complicated to understand the features of the news products and this makes confusion among the consumers to obtain the information. For example: If one local company enters into the market then to increase the knowledge about the features of the new product, it will take long time for the consumers to recognise. Baker (2004) stated that the consumer will respond according to the product quality and reliability, the fundamental understanding of products is necessary to understand the product features, products reliability and product benefits. The consumer is the end user for the product; consumers buy the products in market; in order to execute flourishing sales operations in the market an efficient distribution channel and networks are required for the organisations. He also stated that advertisement, distribution channels and networks play an important role in the consumer goods industry. Manufacturing companies, retailer and suppliers do not have an idea about the consumer behaviour in the local market. Thomas (2004) suggested that direct marketing activities should be left to the local market leaders, because the local market leaders have best idea of local market and local consumer behaviour. In the current literature, there are two major approaches to studying consumer decision-making involving screening and choice. One approach is to extend the single-stage choice models by adding an explicit choice set from which the final choice is made (Swait Adamowicz, 2001). Another approach studies the process of screening prior to choice (Teder, 2000). Understanding consumer decision-making is important. From a practical perspective, marketing managers are increasingly concerned that their products/brands may not be considered or chosen over those of their competitors. From a research perspective, a more representative model of the staged decision process may significantly improve our ability to predict consumer choices (Roberts Lattin, 1991). Recently, the growth of cosmetic industry in the global beauty market represents a slight slowdown due to a weakened economic state in the most developed markets and declining penetration of emerging markets. However, among the gloomy picture of the worlds cosmetic industry, the Asian market emerges as the brightest star as according to the Euromonitors report (2009), the Asia Pacific markets value is up to more than US$70 billion which is the second highest after the Western European market. Among the European markets, UK is the fastest growing market with the compound growth rate of fourteen percent over the period of 2000 to 2005. The economic growth of more than seven percent a year since 1990 could be the reason why the UKs cosmetic market has attracted a lot of the worlds cosmetic leaders like Unilever, LOreal, Johnson Johnson and PG. These cosmetic companies activities in UK help creating an exciting and competitive cosmetic market (Euromonitor, 2009). Consumers unique shopping patterns are developed and affected by socialization agents, which include family, peers, and the media. According to Lachance et. al (2003), these socialisation agents may often impact whether or not the adolescents will buy certain products or brands.. However Miller et.al (2003) claims that celebrity endorsements do not influence consumers purchasing behaviour. In contrast Boyd and Shank (2004) maintain that consumers, particularly teenagers, are likely to select products or brands that are endorsed by celebrities. Moreover, peers are likely to exert normative and informative influence. Lachance et. al, 2003 identified that they may influence the teenagers brand and product choices. Additionally, an individual is likely to conform to a group if he or she shares beliefs and norms with the group (Arnould et.al, 2004). Also, a group is likely to effectively exert influence on an individual if the individual is highly committed to the group (Hawkins et al, 2004). 1.2 Reason Behind Choose the Topic The main reason behind chosen this topic is previous studies have not precisely conducted a focused investigation into the influence of peers and celebrities on fifteen to eighteen year-old females purchasing behaviour in cosmetic products. Most researches on peer influence were conducted on general consumers with general products (Elliott and Leonard, 2004). Moreover, As for researcher, she always felt that â€Å"Consumer Buying Behaviour† is one of the most interesting subjects for her and as a female she thought to do a dissertation on the influence of celebrities endorsement on female teenagers would suitable for her to work on. Researcher did previous semester in LSC and she took a course on Research and Methodology (RM) which helped her to know the format of the research paper. Moreover her supervisor Dr.Fahads motivation and encouragement had helped researcher to select this topic. Researcher have studied out many articles of Consumer Buying Behaviour and annual reports of different cosmetic company and tried to sort out a topic, which is going to be suitable for her dissertation according to supervisors suggestion. This dissertation will help cosmetics firms and retail stores develop a precise marketing strategy to appeal to teenage consumers and to understand their purchasing behaviour. 1.3 Research Problem According to the website of BHB (2009), beauty and cosmetics are not innovations of the 20th century. It is known from reports of old Egypt and the Roman Empire that people have ever since attached importance to a cultivated appearance. Numerous up to date studies prove that today more than 60 per cent of women really care much about beauty, cosmetics, skin and body care. Even men show an increasing interest and demand in products such as skin care cosmetics, creams or anti aging lotions. To place and keep a cosmetic product successfully in the market, it is vital for companies active in manufacturing and selling cosmetics to have extensive scientific pharmaceutical and market research done. It is crucial for manufacturers of natural cosmetics or make up to know about consumer behaviour, trends and demands in the sector. Consumers might decide for a product because of its characteristics, its care factor, its sensitivity or its branding and attractive packaging. Cosmetics companies use the desires, senses and images consumers have or want to experience. More and more often, companies let celebrities and super models act as testimonials for fragrances, organic cosmetics or anti aging make up cosmetics. Colourful and exciting advertisements on TV, the internet or in print media tremendously influence consumer purchasing behaviour and desires. Packaging and the design of, for example, perfume bottles, let a cosmetics product appear even more desirable and trendy. This di ssertation will focus on beauty products in order to help cosmetics industry and retail stores develop a precise marketing strategy to appeal to female teenagers and to understand their purchasing behaviour. Previous studies have not precisely conducted a focused investigation into the influence of peers and endorsers on fifteen to eighteen year-old males purchasing behaviour in cosmetic products. Most researches on peer influence were conducted on general consumers with general products (Cited in Escalas and Bettman, 2003). However, some research has investigated this influence among children (Piacentini and Mailer, 2004). According to Klein (2001), teenagers are mostly influenced by friends and may not necessarily be influenced by celebrities. Additionally, no research has been conducted on symbolic consumption in relation to beauty products among the above-mentioned age groups. The researches were conducted on general consumers with general products (Piacentini and Mailer, 2004). 1.4 Research Aim and Objectives The purpose of this study is to investigate internal and external influences on teenagers purchasing decisions on cosmetic products in London. This research also investigates that how celebrities influence the brand choice of teenagers buying behaviour towards cosmetics in London market. The key objectives of this study are outlined as follows: To investigate how consumer buying behaviour factors influence female teenagers when purchasing cosmetic products. To explore the role of peers and celebrities and their influence on female teenagers purchasing decisions of cosmetic product. To analyse how celebrities influence the brand choice of youth females buying behaviour towards cosmetic products in London market. To give recommendation and conclusion. 1.5 Research Limitations The delimitations of a research study indicate its parameters; that is what the study will include and not include (Creswell, 2003). The scope of the study was limited to female consumers aged fifteen to eighteen living in the UK, specifically London city. This was due to time and budget constraints. In addition, the study only examines beauty products as opposed to general products. Further, the focus of the research was on symbolic consumption, peer groups and aspiration groups including beauty products endorsements rather than all internal and external influences. 1.6 Structure of the Dissertation Chapter 1: In this chapter mainly it talks about introduction of this dissertation, which also includes brief introduction of the topic, research background, rationale behind choose the topic, problem statement, aim and objectives and limitations of this research. Chapter 2: The second chapter is the literature review of this dissertation concerned about, the works of various authors and scholars who have highlighted and discussed about the theories of consumer behaviour and celebrities endorsement from different dimension. Chapter 3: This chapter will analyse the overall market overview of cosmetics products in UK Chapter 4: This third chapter will discuss the research method used in this research paper. Research method allows the researcher to plan and design the whole research in a proper way and shows the right direction to achieve an outcome. So the chapter explains the reasons behind the use of selected research method and the advantages by using the specified research approach. Chapter 5: This chapter discusses and analyses the market information and survey for the sake of the research. It also shows the data those have been gathered through interviews of customers, sales representative, and analyse the data to provide a fruitful meaning of the research finding. Chapter 6: This chapter has been discussed the research recommendations, limitations, further research on this topic and also describe how managers can get benefit or managerial implications of this paper. Chapter 2: Literature Review This chapter is the theoretical foundations that underpin this research study. In this chapter the theoretical framework relevant to dissertation purpose and questions will be presented. The chapter starts with a presentation of the brief discussion on consumer buying behavior, followed by purchase decision process and teenagers learning process and thereafter theories regarding factors influencing the purchase decision will be discussed. The following chapter presents the theoretical foundation of this research. The framework of the literature review is outlined. 2.1 Consumer behavior Consumer behavior is the study of consumers as they exchange something of value for a product or service that satisfies their needs (Well Prensky, 2003, p.5). The study of consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items (Schiffman Kanuk, 2004, p.5). In short, the company should study and create the marketing campaign for their target group. But in the product life cycle, due to the consumer behavior the image, target audience or function of this product can be in change. This group of consumers have a diversity of needs, such as a need for belonging, independence, approval, and responsibility, as well as having the need for experimentation (Solomon et al. 2004). Teenagers are increasingly given the task of buying products for the family. They not only have more spare time but also enjoy shopping more than their parents do. For this reason, marketers are targeting their ads mainly at te enagers. To gain teenagers attention more effectively, advertising campaigns must be honest, have clear messages, and used with humour. Moreover, teenagers tend to be inconsistent and are likely to switch brand preference quicker than any other age group, as they have a high need to be accepted by their friends (Blackwell et al. 2001). Finally, teenagers are â€Å"easier targets, because they have grown up in a culture of pure consumerism. Because of this, they are way more tuned into media because there is so much more media to be tuned into† (Bush et al. 2004, p. 109). Teenagers enjoy advertisements; a McCann survey shows that 75% of a sample of mixed 15-25 year olds felt that advertising was entertaining and 68% said that they found it a useful source of ideas about what to buy (Piper, 1998). When youths needs and desires are understood, marketers can show young consumers how products improve their lives. Harris Interactive, a Rochester, New York-based market research firm, estimates that teens spend on average $94.7 billion yearly ($3,309 per capita), while young adults between ages 20 and 21 spend $61.3 billion yearly ($7,389 per capita) (Schadelbauer, 2006). He also stated that interestingly, 69% of the U.S. youth respondents of one survey said that their parents pay their bills and they have little or no idea of who provides their telecommunications services or how much they cost. In the databases mentioned above, there are studies about ethical aspects of marketing to youth, whether regarding clothing, soft-drinks, cosmetics, technology, movi es, records, food, and tapes exchange. Some companies use â€Å"cool† appeal in their advertisements. The young people distinguish themselves among social classes to the detriment of their â€Å"natural† behavior by purchasing â€Å"cool† products. Misleading advertisements change the behavior of young people and can affect them when they grow up. In the 1980s, Nike and Calvin Klein brands began to focus on brand capital rather than on products themselves. Now, the brand names become the objective of the purchase in itself (Bergadaa, 2007). In particular, cigarette and alcohol producers are criticized by those who say that they are marketing to immature consumers (Schadelbauer, 2006). According to the Keynote UK marketing report (2008), respondents were asked if they had used any so-called ‘celebrity fragrances, as industry comment has been made on the popularity of such brands. Those who used fragrances endorsed by celebrities, who tended to be in the you ngest age group, were most likely to have chosen Britney Spearss fragrance; others of popularity included the Beckhambranded fragrances, and the Jennifer Lopez and Kylie Minogue fragrances The report also stated that the retail chain The Perfume Shop names Stunning by Katie Price (the glamour model formerly known as Jordan) as its most popular female fragrance of 2007, with Shh by Jade Goody in second position and Coleen by Coleen McLoughlin (the celebrity girlfriend of Manchester United football superstar Wayne Rooney) in fourth place. The Fragrance Shop, meanwhile, lists Coleen, Curious (Britney Spears) and Kate (Kate Moss) among its ten bestselling womens brands in 2007. 2.2 Consumer Decision making theories Acoording to Shao (2006), the decision literature can be classified into three broad categories: 1) normative 2) behavioural, and 3) naturalistic. In this section the differences between the three different approaches to studying consumer decision behaviour is identified. 2.2.1 Normative decision theory Normative Decision Theory originated in the economic discipline. According to Shao (2006), earliest researchers viewed decision-making as gambles and decision makers as â€Å"economic† men striving to maximise payoffs. The word ‘normative describes how decision makers should behave in order to obtain maximum payoffs. Examples of Normative Decision Theory include Expected Utility Theory adapted by Neumann Morgenstern (1947) and Subjective Expected Utility Theory adapted by Savage (1954) (Cited in Shao, 2006). An important addition of the Expected Utility Theory is the Subjective Expected Utility Theory proposed by Savage (1954). The main difference between the two is that the former uses objective probabilities, while the final uses subjective probabilities. By substituting subjective probabilities for objective probabilities, Subjective Expected Utility Theory proposes that the decision maker may be uncertain about whether the various outcomes (payoffs) will actually occur if the option is chosen (Beach, 1997). On the other hand according to Schoemaker (1982), Normative Decision Theory is actually a family of theories and at their core is a rational decision maker. The implied decision process is a single-stage process of consistent calculations of the options utilities. He also stated that consumer decision-making is a complex process. However, the normative assumptions are imposing an order on the complexity of decision-making (Beach, 1997). Over time, there has been growing discontent with the normative approach to studying consumer decision-making because the observed decision behaviour often violate the underlying assumptions of Normative Decision Theory. 2.2.2 Behavioural decision theory Behavioural Decision Theory emerged when decision researchers observed that decision makers seldom make explicit tradeoffs, let alone explicit use of probability and their preferences are constructed, not invariant (Bettman et al., 1998). The rational decision maker depicted by Normative Decision Theory was challenged by Simon (1955) who argued that decision makers have only bounded rationality and is seeking to satisfy. He also argued that Normative Decision Theory put â€Å"severe demands upon the choosing organism and those consumers do not necessarily search for all available alternatives, but choose the first feasible alternative that exceeds a given amount of payoffs. However he also proposed classic Satisfying strategy that was employed on decision makers in complex choice situations† (Cited in Shao, 2006) 2.2.3 Naturalistic decision theory Naturalistic Decision Theory originated from the discipline of organisational behaviour. According to Shao (2006), many researchers have developed various naturalistic decision models based on their observations of how decisions are made by individuals in natural environments. For example, a decision maker such as a fire ground commander will first recognize the fire situation, generate a few potential plans of actions, use cognitive imagination to assess the appropriateness of each plan to controlling the fire, and then act on the plan that he believes is the most appropriate (Cited in Orasanu Connolly, 2009). 2.3 The Buying Decision Process The consumer decision making process consists of mainly five steps according to most researchers within the field (Peter and Olson 2005, p.169). They also stated that the steps included in the model are; need or problem recognition, information search, evaluation of alternatives, purchase and the post-purchase process. However, not all purchased require every step. Consumer can skip the evaluation of alternatives when considering low involvement products (Peter Olson 2005, p.168). According to Hawkins et al. (2001, pp.26-27) there are more aspects than only decision making process that affect consumer behavior which are external and internal influences. 2.3.1 Problem recognition The consumer decision making process generally begins when the consumer identifies a consumption problem that needs to be solved (Hoyer MacInnis, 2007, p. 195). Problem recognition is the perceived difference between an ideal and actual state. Ideal state is the way consumers would like a situation to be or the way they want to feel or be at the present time. An actual state is the way individuals perceive their feelings and situation to be at the present time (Hawkins et al., 2001, p.508). It can be said that consumer encounter the dissatisfaction or inconvenience situation and they would like to move to other preferable ones, problem is therefore recognized (Hawkins et al., 2001, p.508). 2.3.2 Information search Once the problem is recognized, relevant information from the past experience or long term memory is used to determine if a satisfactory solution is known, this is called internal search (Hawkins et al., 2001, p.528) and if the solution cannot be found in internal search then the external information relevant to the problem will be sought. Normally after problem recognition has been stimulated, the consumer will usually begin the decision process to solve the problem, typically from internal search because each consumer has store in memory a variety of information, feelings and past experiences that can be recalled when making a decision (Hoyer MacInnis, 2007, p.195). However, the stored memory can be decayed overtime, then they will be uncertain about their recalled information they will be engaged in external search, acquiring information from outside sources. According to Hoyer and MacInnis (2007, p.205), consumers can acquire information from five major categories of external so urces such as from retailers, media, other people and independent sources, and by experiencing the product. After searching for appropriate evaluation criteria, the consumers would probable seek appropriate alternatives-in this case brands, or possibly stores. They also identified that brands are affected in internal search and external search. In the internal search, consumers recall the sets of brands from their memory wherever the problem recognition occurred. Normally two to eight brands are tended to recall at a time and if they cannot recall brands from memory, the set of external factors such as availability on the shelf or suggestion from salesperson will then affected consumers purchasing. Additionally, well-known brands are more easily recalled during internal search than unfamiliar brands because the memory links associated with these brands tend to be stronger (Hoyer MacInnis, 2007, pp. 203-204). 2.3.3 Evaluation of alternatives The next step in the process is an evaluation of the alternatives which consumer compares the available options and information that has been gather through the searching process (McCall et. al., 2002) and seem most likely to solve the problem. There are two methods that consumers use when evaluating alternatives, which are attribute-based choice, this choice requires the knowledge of the consumers to compare the attribute of each available alternative and tends to exploit more effort and time, thus to be rational in the evaluation. And the other method applied is attitude-based choice, this method occur when consumers use their emotion, such as attitude and impression, in their evaluation (Hawkins et al., 2001, pp.560-562). 2.3.4 Purchase decision Consumers evaluate the stores image such as merchandise, service, physical facilities, convenience, promotion, store atmosphere, institution and post-transaction factors and make a selection to purchase at that specific outlet. On the other aspect, amount of the purchase, it is common that the consumers enter to one outlet with an intention to buy a particular brand but leave the store with a different brand or additional items. This shows the influences operating in the store effect consumers purchasing decision (Hawkins et al., 2001, pp.609-618). 2.3.5 Post purchase behavior After purchase, the customers evaluate their level of satisfaction or dissatisfaction with the product. Buyer satisfaction is determined by how close the products performance came to meet the buyers product expectations (Hoyer MacInnis, 2007). They also stated that consumers can experience dissonance (anxiety over whether the correct decision was made) or regret after a purchase (pp.272-273). One way of reducing dissonance is to search for additional information from sources such as experts and magazines. With searching for information to support and make the chosen alternative more attractive and the reject ones less attractive, thereby reducing dissonance (Hoyer MacInnis, 2007, p.272). Additionally, information that supports the consumers choice acts to bolster confidence in the correctness of the purchase decision (Hawkins et al., 2001, p.628). 2.4 Consumer Learning Process Learning is a progression by which consumers systematize their knowledge and it evolved over time. Consumers attitude and their future purchasing activities can be influenced by the learning process constantly. For gathering information from the stimuli in their environment consumers use their perceptual processes. According to Ganassali et.al (2009), consumer behaviour is approached by researchers adopting a variety of interpretative models and with a wide array of multidisciplinary frames, from economy to sociology, psychology and anthropology. According to East (1997), a shared perspective the different approaches to the understanding of consumer purchase decisions can be grouped. 2.4.1 Cognitive approach According to Ganassali et.al, (2009), this one is deeply rooted in the economic science and assumes a sensible behaviour of the decision maker, based on the price of the goods and on its attitude to respond to functional needs. The critical variable under this approach is the availability of sufficient information about purchase alternatives (price, product functionalities) to support the decisional process. So, from this approach, a main block of determinants concerning product characteristics drives the buying process. 2.4.2 External conditioning approach According to Foxall, 1990 cited in Ganassali et.al, (2009), this approach, the purchase decision is a response to external stimuli .The significant variable under this approach is which kind of external stimuli can influence purchase decision. From this second approach, a group of external determinants can influence the buying process, for example parents opinions or ads exposure. 2.4.3 Experience social interaction approach According to this approach, the present consumer decision aims at the construction of personal identity (Ganassali et.al, 2009). Following this idea, two main streams have been developed. One focuses on individual consumption decisions based on â€Å"emotional† explanation of consumer behaviour (Holbrook and Hirschman, 1982). Ganassali et.al, (2009) also stated that the other stream concentrates on consumption as a means of social interaction, building on the pioneer sociological contribution of Veblen (1899 cited in Ganassali et.al, 2009). From both streams, the idea is that each prospective consumer has an individual internal value schema (based on internal emotions and external social interaction) that manipulates what he/she buys. 2.5 Teenage Learning Process for Shopping According to Solomon et al. (2004), teenagers are group of consumers that has a variety of needs. Such as, need for belonging, independence, approval, and responsibility, as well as having the need for experimentation. He also states that teenagers are increasingly given the task of buying products for the family. Since they not only have more spare time but also enjoy shopping more than their parents do. Therefore, marketers are targeting their ads primarily at teenagers. In order to gain teenagers attention more effectively, advertising campaigns must be honest, have clear messages, and humorous. Moreover, teenagers tend to be fickle and are likely to switch brand preference quicker than any other age group, as they have a high need to be received by their friends (Blackwell et al. 2001). According to Moschis and Moore (2001), as people grow up from childhood to adulthood, they obtain the skills, knowledge and attitude relevant to form purchase behaviour. The conceptual model of consumer socialisation presented in figure 2.5 demonstrates this. It claims that an individual learns from a socialisation agent through interaction and that changes his or her cognitive organisation with age. The socialisation agent (Churchill and Moschis, 1979), can be a family member, peers, teachers, the media, and media personalities like athletes, movies stars, and rock stars (Mowen and Minor, 1998). They can exert strong influences on the individual due to frequent interactions, superiority or control over rewards and punishments. The individual is influenced by the agent during the process of learning. However, this depends on the individuals cognitive development or life stage and structural variables, like status, sex, age, social class and religious background. Additionally, the ind ividual will develop cognitions and behaviour, learning properties, which will form his or her consumer behaviour (Moschis and Moore, 2001). In Moschis and Moore study on teenagers decision-making (2001), it was found that for low involvement products young people depend largely on the mass media for information. The results of the study imply that socialisation agents may affect the consumers decision-making cognitions. The study also found that low-involvement products are bought with peers rather than parents (Moschis and Moore, 2001). Furthermore, teenagers are more likely to stand on their evaluation on the brand name and the sale price in their buying decisions. Males are more motivated by social consumption and characterised by materialistic attitudes than females. This may be because status, power and respect are important among the peers (Churchill and Moschis, 1979). 2.6 Influencing Factors of Purchase Decision 2.6.1 Advertisement Advertising informs consumers about the existence and benefits of products and services, and tries to persuade consumers to buy them (MacKenzie, 2004). Moreover, Kotler et al. (2005), claim that advertising aims at attaining target consumers to either think or respond to the product or brand. As a method of achieving advertisement goals, advertisements as well as their contents play an essential role in the process of commercial Teenage Purchasing Decisions for Cosmetics Teenage Purchasing Decisions for Cosmetics Chapter 1: Introduction This introductory chapter is divided into five subsections. Firstly, a brief background of the research will be presented. Thereafter, the problem discussion will be provided, which in turn will lead to the purpose and objectives of the research. Finally, the delimitations and summary of the dissertation will be set. 1.1 Research Background According to Kotler (2008), consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing that blends elements from psychology, sociology, socio psychology, anthropology and economics. It attempts to understand the buyer decision-making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people needs. He also stated that it also tries to assess influences on the consumer from group such as family friends, reference groups, and society in general for example while consumers purchase the shoe, then they go for family decision, comfort, satisfaction, price and quality (Kotler, 2008). According to Baker (2002), consumers are not aware of the products and usage but constantly they are choosing among the various products. They are intentionally procuring the various new brands without any knowledge about the new products. Additionally if new company enters into the market, for every consumer it is very complicated to understand the features of the news products and this makes confusion among the consumers to obtain the information. For example: If one local company enters into the market then to increase the knowledge about the features of the new product, it will take long time for the consumers to recognise. Baker (2004) stated that the consumer will respond according to the product quality and reliability, the fundamental understanding of products is necessary to understand the product features, products reliability and product benefits. The consumer is the end user for the product; consumers buy the products in market; in order to execute flourishing sales operations in the market an efficient distribution channel and networks are required for the organisations. He also stated that advertisement, distribution channels and networks play an important role in the consumer goods industry. Manufacturing companies, retailer and suppliers do not have an idea about the consumer behaviour in the local market. Thomas (2004) suggested that direct marketing activities should be left to the local market leaders, because the local market leaders have best idea of local market and local consumer behaviour. In the current literature, there are two major approaches to studying consumer decision-making involving screening and choice. One approach is to extend the single-stage choice models by adding an explicit choice set from which the final choice is made (Swait Adamowicz, 2001). Another approach studies the process of screening prior to choice (Teder, 2000). Understanding consumer decision-making is important. From a practical perspective, marketing managers are increasingly concerned that their products/brands may not be considered or chosen over those of their competitors. From a research perspective, a more representative model of the staged decision process may significantly improve our ability to predict consumer choices (Roberts Lattin, 1991). Recently, the growth of cosmetic industry in the global beauty market represents a slight slowdown due to a weakened economic state in the most developed markets and declining penetration of emerging markets. However, among the gloomy picture of the worlds cosmetic industry, the Asian market emerges as the brightest star as according to the Euromonitors report (2009), the Asia Pacific markets value is up to more than US$70 billion which is the second highest after the Western European market. Among the European markets, UK is the fastest growing market with the compound growth rate of fourteen percent over the period of 2000 to 2005. The economic growth of more than seven percent a year since 1990 could be the reason why the UKs cosmetic market has attracted a lot of the worlds cosmetic leaders like Unilever, LOreal, Johnson Johnson and PG. These cosmetic companies activities in UK help creating an exciting and competitive cosmetic market (Euromonitor, 2009). Consumers unique shopping patterns are developed and affected by socialization agents, which include family, peers, and the media. According to Lachance et. al (2003), these socialisation agents may often impact whether or not the adolescents will buy certain products or brands.. However Miller et.al (2003) claims that celebrity endorsements do not influence consumers purchasing behaviour. In contrast Boyd and Shank (2004) maintain that consumers, particularly teenagers, are likely to select products or brands that are endorsed by celebrities. Moreover, peers are likely to exert normative and informative influence. Lachance et. al, 2003 identified that they may influence the teenagers brand and product choices. Additionally, an individual is likely to conform to a group if he or she shares beliefs and norms with the group (Arnould et.al, 2004). Also, a group is likely to effectively exert influence on an individual if the individual is highly committed to the group (Hawkins et al, 2004). 1.2 Reason Behind Choose the Topic The main reason behind chosen this topic is previous studies have not precisely conducted a focused investigation into the influence of peers and celebrities on fifteen to eighteen year-old females purchasing behaviour in cosmetic products. Most researches on peer influence were conducted on general consumers with general products (Elliott and Leonard, 2004). Moreover, As for researcher, she always felt that â€Å"Consumer Buying Behaviour† is one of the most interesting subjects for her and as a female she thought to do a dissertation on the influence of celebrities endorsement on female teenagers would suitable for her to work on. Researcher did previous semester in LSC and she took a course on Research and Methodology (RM) which helped her to know the format of the research paper. Moreover her supervisor Dr.Fahads motivation and encouragement had helped researcher to select this topic. Researcher have studied out many articles of Consumer Buying Behaviour and annual reports of different cosmetic company and tried to sort out a topic, which is going to be suitable for her dissertation according to supervisors suggestion. This dissertation will help cosmetics firms and retail stores develop a precise marketing strategy to appeal to teenage consumers and to understand their purchasing behaviour. 1.3 Research Problem According to the website of BHB (2009), beauty and cosmetics are not innovations of the 20th century. It is known from reports of old Egypt and the Roman Empire that people have ever since attached importance to a cultivated appearance. Numerous up to date studies prove that today more than 60 per cent of women really care much about beauty, cosmetics, skin and body care. Even men show an increasing interest and demand in products such as skin care cosmetics, creams or anti aging lotions. To place and keep a cosmetic product successfully in the market, it is vital for companies active in manufacturing and selling cosmetics to have extensive scientific pharmaceutical and market research done. It is crucial for manufacturers of natural cosmetics or make up to know about consumer behaviour, trends and demands in the sector. Consumers might decide for a product because of its characteristics, its care factor, its sensitivity or its branding and attractive packaging. Cosmetics companies use the desires, senses and images consumers have or want to experience. More and more often, companies let celebrities and super models act as testimonials for fragrances, organic cosmetics or anti aging make up cosmetics. Colourful and exciting advertisements on TV, the internet or in print media tremendously influence consumer purchasing behaviour and desires. Packaging and the design of, for example, perfume bottles, let a cosmetics product appear even more desirable and trendy. This di ssertation will focus on beauty products in order to help cosmetics industry and retail stores develop a precise marketing strategy to appeal to female teenagers and to understand their purchasing behaviour. Previous studies have not precisely conducted a focused investigation into the influence of peers and endorsers on fifteen to eighteen year-old males purchasing behaviour in cosmetic products. Most researches on peer influence were conducted on general consumers with general products (Cited in Escalas and Bettman, 2003). However, some research has investigated this influence among children (Piacentini and Mailer, 2004). According to Klein (2001), teenagers are mostly influenced by friends and may not necessarily be influenced by celebrities. Additionally, no research has been conducted on symbolic consumption in relation to beauty products among the above-mentioned age groups. The researches were conducted on general consumers with general products (Piacentini and Mailer, 2004). 1.4 Research Aim and Objectives The purpose of this study is to investigate internal and external influences on teenagers purchasing decisions on cosmetic products in London. This research also investigates that how celebrities influence the brand choice of teenagers buying behaviour towards cosmetics in London market. The key objectives of this study are outlined as follows: To investigate how consumer buying behaviour factors influence female teenagers when purchasing cosmetic products. To explore the role of peers and celebrities and their influence on female teenagers purchasing decisions of cosmetic product. To analyse how celebrities influence the brand choice of youth females buying behaviour towards cosmetic products in London market. To give recommendation and conclusion. 1.5 Research Limitations The delimitations of a research study indicate its parameters; that is what the study will include and not include (Creswell, 2003). The scope of the study was limited to female consumers aged fifteen to eighteen living in the UK, specifically London city. This was due to time and budget constraints. In addition, the study only examines beauty products as opposed to general products. Further, the focus of the research was on symbolic consumption, peer groups and aspiration groups including beauty products endorsements rather than all internal and external influences. 1.6 Structure of the Dissertation Chapter 1: In this chapter mainly it talks about introduction of this dissertation, which also includes brief introduction of the topic, research background, rationale behind choose the topic, problem statement, aim and objectives and limitations of this research. Chapter 2: The second chapter is the literature review of this dissertation concerned about, the works of various authors and scholars who have highlighted and discussed about the theories of consumer behaviour and celebrities endorsement from different dimension. Chapter 3: This chapter will analyse the overall market overview of cosmetics products in UK Chapter 4: This third chapter will discuss the research method used in this research paper. Research method allows the researcher to plan and design the whole research in a proper way and shows the right direction to achieve an outcome. So the chapter explains the reasons behind the use of selected research method and the advantages by using the specified research approach. Chapter 5: This chapter discusses and analyses the market information and survey for the sake of the research. It also shows the data those have been gathered through interviews of customers, sales representative, and analyse the data to provide a fruitful meaning of the research finding. Chapter 6: This chapter has been discussed the research recommendations, limitations, further research on this topic and also describe how managers can get benefit or managerial implications of this paper. Chapter 2: Literature Review This chapter is the theoretical foundations that underpin this research study. In this chapter the theoretical framework relevant to dissertation purpose and questions will be presented. The chapter starts with a presentation of the brief discussion on consumer buying behavior, followed by purchase decision process and teenagers learning process and thereafter theories regarding factors influencing the purchase decision will be discussed. The following chapter presents the theoretical foundation of this research. The framework of the literature review is outlined. 2.1 Consumer behavior Consumer behavior is the study of consumers as they exchange something of value for a product or service that satisfies their needs (Well Prensky, 2003, p.5). The study of consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items (Schiffman Kanuk, 2004, p.5). In short, the company should study and create the marketing campaign for their target group. But in the product life cycle, due to the consumer behavior the image, target audience or function of this product can be in change. This group of consumers have a diversity of needs, such as a need for belonging, independence, approval, and responsibility, as well as having the need for experimentation (Solomon et al. 2004). Teenagers are increasingly given the task of buying products for the family. They not only have more spare time but also enjoy shopping more than their parents do. For this reason, marketers are targeting their ads mainly at te enagers. To gain teenagers attention more effectively, advertising campaigns must be honest, have clear messages, and used with humour. Moreover, teenagers tend to be inconsistent and are likely to switch brand preference quicker than any other age group, as they have a high need to be accepted by their friends (Blackwell et al. 2001). Finally, teenagers are â€Å"easier targets, because they have grown up in a culture of pure consumerism. Because of this, they are way more tuned into media because there is so much more media to be tuned into† (Bush et al. 2004, p. 109). Teenagers enjoy advertisements; a McCann survey shows that 75% of a sample of mixed 15-25 year olds felt that advertising was entertaining and 68% said that they found it a useful source of ideas about what to buy (Piper, 1998). When youths needs and desires are understood, marketers can show young consumers how products improve their lives. Harris Interactive, a Rochester, New York-based market research firm, estimates that teens spend on average $94.7 billion yearly ($3,309 per capita), while young adults between ages 20 and 21 spend $61.3 billion yearly ($7,389 per capita) (Schadelbauer, 2006). He also stated that interestingly, 69% of the U.S. youth respondents of one survey said that their parents pay their bills and they have little or no idea of who provides their telecommunications services or how much they cost. In the databases mentioned above, there are studies about ethical aspects of marketing to youth, whether regarding clothing, soft-drinks, cosmetics, technology, movi es, records, food, and tapes exchange. Some companies use â€Å"cool† appeal in their advertisements. The young people distinguish themselves among social classes to the detriment of their â€Å"natural† behavior by purchasing â€Å"cool† products. Misleading advertisements change the behavior of young people and can affect them when they grow up. In the 1980s, Nike and Calvin Klein brands began to focus on brand capital rather than on products themselves. Now, the brand names become the objective of the purchase in itself (Bergadaa, 2007). In particular, cigarette and alcohol producers are criticized by those who say that they are marketing to immature consumers (Schadelbauer, 2006). According to the Keynote UK marketing report (2008), respondents were asked if they had used any so-called ‘celebrity fragrances, as industry comment has been made on the popularity of such brands. Those who used fragrances endorsed by celebrities, who tended to be in the you ngest age group, were most likely to have chosen Britney Spearss fragrance; others of popularity included the Beckhambranded fragrances, and the Jennifer Lopez and Kylie Minogue fragrances The report also stated that the retail chain The Perfume Shop names Stunning by Katie Price (the glamour model formerly known as Jordan) as its most popular female fragrance of 2007, with Shh by Jade Goody in second position and Coleen by Coleen McLoughlin (the celebrity girlfriend of Manchester United football superstar Wayne Rooney) in fourth place. The Fragrance Shop, meanwhile, lists Coleen, Curious (Britney Spears) and Kate (Kate Moss) among its ten bestselling womens brands in 2007. 2.2 Consumer Decision making theories Acoording to Shao (2006), the decision literature can be classified into three broad categories: 1) normative 2) behavioural, and 3) naturalistic. In this section the differences between the three different approaches to studying consumer decision behaviour is identified. 2.2.1 Normative decision theory Normative Decision Theory originated in the economic discipline. According to Shao (2006), earliest researchers viewed decision-making as gambles and decision makers as â€Å"economic† men striving to maximise payoffs. The word ‘normative describes how decision makers should behave in order to obtain maximum payoffs. Examples of Normative Decision Theory include Expected Utility Theory adapted by Neumann Morgenstern (1947) and Subjective Expected Utility Theory adapted by Savage (1954) (Cited in Shao, 2006). An important addition of the Expected Utility Theory is the Subjective Expected Utility Theory proposed by Savage (1954). The main difference between the two is that the former uses objective probabilities, while the final uses subjective probabilities. By substituting subjective probabilities for objective probabilities, Subjective Expected Utility Theory proposes that the decision maker may be uncertain about whether the various outcomes (payoffs) will actually occur if the option is chosen (Beach, 1997). On the other hand according to Schoemaker (1982), Normative Decision Theory is actually a family of theories and at their core is a rational decision maker. The implied decision process is a single-stage process of consistent calculations of the options utilities. He also stated that consumer decision-making is a complex process. However, the normative assumptions are imposing an order on the complexity of decision-making (Beach, 1997). Over time, there has been growing discontent with the normative approach to studying consumer decision-making because the observed decision behaviour often violate the underlying assumptions of Normative Decision Theory. 2.2.2 Behavioural decision theory Behavioural Decision Theory emerged when decision researchers observed that decision makers seldom make explicit tradeoffs, let alone explicit use of probability and their preferences are constructed, not invariant (Bettman et al., 1998). The rational decision maker depicted by Normative Decision Theory was challenged by Simon (1955) who argued that decision makers have only bounded rationality and is seeking to satisfy. He also argued that Normative Decision Theory put â€Å"severe demands upon the choosing organism and those consumers do not necessarily search for all available alternatives, but choose the first feasible alternative that exceeds a given amount of payoffs. However he also proposed classic Satisfying strategy that was employed on decision makers in complex choice situations† (Cited in Shao, 2006) 2.2.3 Naturalistic decision theory Naturalistic Decision Theory originated from the discipline of organisational behaviour. According to Shao (2006), many researchers have developed various naturalistic decision models based on their observations of how decisions are made by individuals in natural environments. For example, a decision maker such as a fire ground commander will first recognize the fire situation, generate a few potential plans of actions, use cognitive imagination to assess the appropriateness of each plan to controlling the fire, and then act on the plan that he believes is the most appropriate (Cited in Orasanu Connolly, 2009). 2.3 The Buying Decision Process The consumer decision making process consists of mainly five steps according to most researchers within the field (Peter and Olson 2005, p.169). They also stated that the steps included in the model are; need or problem recognition, information search, evaluation of alternatives, purchase and the post-purchase process. However, not all purchased require every step. Consumer can skip the evaluation of alternatives when considering low involvement products (Peter Olson 2005, p.168). According to Hawkins et al. (2001, pp.26-27) there are more aspects than only decision making process that affect consumer behavior which are external and internal influences. 2.3.1 Problem recognition The consumer decision making process generally begins when the consumer identifies a consumption problem that needs to be solved (Hoyer MacInnis, 2007, p. 195). Problem recognition is the perceived difference between an ideal and actual state. Ideal state is the way consumers would like a situation to be or the way they want to feel or be at the present time. An actual state is the way individuals perceive their feelings and situation to be at the present time (Hawkins et al., 2001, p.508). It can be said that consumer encounter the dissatisfaction or inconvenience situation and they would like to move to other preferable ones, problem is therefore recognized (Hawkins et al., 2001, p.508). 2.3.2 Information search Once the problem is recognized, relevant information from the past experience or long term memory is used to determine if a satisfactory solution is known, this is called internal search (Hawkins et al., 2001, p.528) and if the solution cannot be found in internal search then the external information relevant to the problem will be sought. Normally after problem recognition has been stimulated, the consumer will usually begin the decision process to solve the problem, typically from internal search because each consumer has store in memory a variety of information, feelings and past experiences that can be recalled when making a decision (Hoyer MacInnis, 2007, p.195). However, the stored memory can be decayed overtime, then they will be uncertain about their recalled information they will be engaged in external search, acquiring information from outside sources. According to Hoyer and MacInnis (2007, p.205), consumers can acquire information from five major categories of external so urces such as from retailers, media, other people and independent sources, and by experiencing the product. After searching for appropriate evaluation criteria, the consumers would probable seek appropriate alternatives-in this case brands, or possibly stores. They also identified that brands are affected in internal search and external search. In the internal search, consumers recall the sets of brands from their memory wherever the problem recognition occurred. Normally two to eight brands are tended to recall at a time and if they cannot recall brands from memory, the set of external factors such as availability on the shelf or suggestion from salesperson will then affected consumers purchasing. Additionally, well-known brands are more easily recalled during internal search than unfamiliar brands because the memory links associated with these brands tend to be stronger (Hoyer MacInnis, 2007, pp. 203-204). 2.3.3 Evaluation of alternatives The next step in the process is an evaluation of the alternatives which consumer compares the available options and information that has been gather through the searching process (McCall et. al., 2002) and seem most likely to solve the problem. There are two methods that consumers use when evaluating alternatives, which are attribute-based choice, this choice requires the knowledge of the consumers to compare the attribute of each available alternative and tends to exploit more effort and time, thus to be rational in the evaluation. And the other method applied is attitude-based choice, this method occur when consumers use their emotion, such as attitude and impression, in their evaluation (Hawkins et al., 2001, pp.560-562). 2.3.4 Purchase decision Consumers evaluate the stores image such as merchandise, service, physical facilities, convenience, promotion, store atmosphere, institution and post-transaction factors and make a selection to purchase at that specific outlet. On the other aspect, amount of the purchase, it is common that the consumers enter to one outlet with an intention to buy a particular brand but leave the store with a different brand or additional items. This shows the influences operating in the store effect consumers purchasing decision (Hawkins et al., 2001, pp.609-618). 2.3.5 Post purchase behavior After purchase, the customers evaluate their level of satisfaction or dissatisfaction with the product. Buyer satisfaction is determined by how close the products performance came to meet the buyers product expectations (Hoyer MacInnis, 2007). They also stated that consumers can experience dissonance (anxiety over whether the correct decision was made) or regret after a purchase (pp.272-273). One way of reducing dissonance is to search for additional information from sources such as experts and magazines. With searching for information to support and make the chosen alternative more attractive and the reject ones less attractive, thereby reducing dissonance (Hoyer MacInnis, 2007, p.272). Additionally, information that supports the consumers choice acts to bolster confidence in the correctness of the purchase decision (Hawkins et al., 2001, p.628). 2.4 Consumer Learning Process Learning is a progression by which consumers systematize their knowledge and it evolved over time. Consumers attitude and their future purchasing activities can be influenced by the learning process constantly. For gathering information from the stimuli in their environment consumers use their perceptual processes. According to Ganassali et.al (2009), consumer behaviour is approached by researchers adopting a variety of interpretative models and with a wide array of multidisciplinary frames, from economy to sociology, psychology and anthropology. According to East (1997), a shared perspective the different approaches to the understanding of consumer purchase decisions can be grouped. 2.4.1 Cognitive approach According to Ganassali et.al, (2009), this one is deeply rooted in the economic science and assumes a sensible behaviour of the decision maker, based on the price of the goods and on its attitude to respond to functional needs. The critical variable under this approach is the availability of sufficient information about purchase alternatives (price, product functionalities) to support the decisional process. So, from this approach, a main block of determinants concerning product characteristics drives the buying process. 2.4.2 External conditioning approach According to Foxall, 1990 cited in Ganassali et.al, (2009), this approach, the purchase decision is a response to external stimuli .The significant variable under this approach is which kind of external stimuli can influence purchase decision. From this second approach, a group of external determinants can influence the buying process, for example parents opinions or ads exposure. 2.4.3 Experience social interaction approach According to this approach, the present consumer decision aims at the construction of personal identity (Ganassali et.al, 2009). Following this idea, two main streams have been developed. One focuses on individual consumption decisions based on â€Å"emotional† explanation of consumer behaviour (Holbrook and Hirschman, 1982). Ganassali et.al, (2009) also stated that the other stream concentrates on consumption as a means of social interaction, building on the pioneer sociological contribution of Veblen (1899 cited in Ganassali et.al, 2009). From both streams, the idea is that each prospective consumer has an individual internal value schema (based on internal emotions and external social interaction) that manipulates what he/she buys. 2.5 Teenage Learning Process for Shopping According to Solomon et al. (2004), teenagers are group of consumers that has a variety of needs. Such as, need for belonging, independence, approval, and responsibility, as well as having the need for experimentation. He also states that teenagers are increasingly given the task of buying products for the family. Since they not only have more spare time but also enjoy shopping more than their parents do. Therefore, marketers are targeting their ads primarily at teenagers. In order to gain teenagers attention more effectively, advertising campaigns must be honest, have clear messages, and humorous. Moreover, teenagers tend to be fickle and are likely to switch brand preference quicker than any other age group, as they have a high need to be received by their friends (Blackwell et al. 2001). According to Moschis and Moore (2001), as people grow up from childhood to adulthood, they obtain the skills, knowledge and attitude relevant to form purchase behaviour. The conceptual model of consumer socialisation presented in figure 2.5 demonstrates this. It claims that an individual learns from a socialisation agent through interaction and that changes his or her cognitive organisation with age. The socialisation agent (Churchill and Moschis, 1979), can be a family member, peers, teachers, the media, and media personalities like athletes, movies stars, and rock stars (Mowen and Minor, 1998). They can exert strong influences on the individual due to frequent interactions, superiority or control over rewards and punishments. The individual is influenced by the agent during the process of learning. However, this depends on the individuals cognitive development or life stage and structural variables, like status, sex, age, social class and religious background. Additionally, the ind ividual will develop cognitions and behaviour, learning properties, which will form his or her consumer behaviour (Moschis and Moore, 2001). In Moschis and Moore study on teenagers decision-making (2001), it was found that for low involvement products young people depend largely on the mass media for information. The results of the study imply that socialisation agents may affect the consumers decision-making cognitions. The study also found that low-involvement products are bought with peers rather than parents (Moschis and Moore, 2001). Furthermore, teenagers are more likely to stand on their evaluation on the brand name and the sale price in their buying decisions. Males are more motivated by social consumption and characterised by materialistic attitudes than females. This may be because status, power and respect are important among the peers (Churchill and Moschis, 1979). 2.6 Influencing Factors of Purchase Decision 2.6.1 Advertisement Advertising informs consumers about the existence and benefits of products and services, and tries to persuade consumers to buy them (MacKenzie, 2004). Moreover, Kotler et al. (2005), claim that advertising aims at attaining target consumers to either think or respond to the product or brand. As a method of achieving advertisement goals, advertisements as well as their contents play an essential role in the process of commercial