Global education and citizenship Essay Example | Topics and Well Written Essays - 4000 words

Global education and citizenship - Essay Example Plato’s belief that talent was distributed non-genetically and thus is present in all children; therefore children should be trained by the state so that they may be qualified to resume the role of the ruling class in a state. Education as defined today is the organized teaching of a particular curriculum to students. â€Å"Education is the application of pedagogy, a body of theoretical and applied research to teaching and learning. It draws on other disciplines such as psychology, philosophy, computer science, linguistics, neuroscience, sociology and anthropology.† [1] The earliest written piece of evidence found on the rights of children is a statement made by Thomas Spence in his famous book ‘The Rights of Infants†, published in 1796. Earlier than this period emphasis was only laid of the importance of education and no specifications were laid. While in the USA child rights movement was not born till 1800 with the concept of the â€Å"Orphan Train†; this special train was run of orphan children who used to work. It was not until 1853 that the first Children’s Aid Society was founded; who gave street children homes. There was very little and slow process on the movements for the rights of the children as this gave the world cheap labor and nor did the masters have to give any additional benefits. Various movements, committees and constitutional amendments were seen before the first effective step for the promotion of child rights was taken. After the Human Rights resolution was unanimously adapted on 8th March 1989, the commission decided that children around the world require special consideration and protection. It was decided that a draft convention on the rights of children would be adapted. This would define who fall under the category of a child; plans for continuous improvement of the situation of children all over the world would be drafted and acted upon. Convention on the Rights of

Truman and the Cold War Essay Example | Topics and Well Written Essays - 250 words

Truman and the Cold War - Essay Example This was after Cuba was established to be a communist country after Fidel Castro overthrew Batista. The raising of the Berlin Wall was taken symbolically to mean that there was a division between the West and the East. The Brandenburg Gate was closed, thus; division between the city of Berlin East and West (Harper, 2011). The differences in the systems that existed in both regimes worked to fuel the agenda brought on by the regimes. Communists were made to appear scarier than they actually were and unlike Americans and the American way. Fear was the basis for propaganda in the Cold War as it became clear that the American and Soviet governments did not want to help their people realize the differences that existed between their two systems. The struggle for citizen’s hearts and minds to take sides through fear was being used by both sides, the USSR and the USA. The administration in place, the Truman Administration, did not think that the Americans had the energy to sustain the Soviet expansion after being in the biggest war in history. To convince the public of the eminent threat posed by the USSR, Truman used propaganda to fuel his support for the war at hand (Harper,

Adidas Product Innovation

Adidas Product Innovation Introduction: Adidas is German Company and was named after its founder Adolf Dassler and his brother Rudolf Dassler in 1948. Adidas is one of the most popular sports manufacturers as Mr Adolf Dassler understands the need of athletes’. He had simple vision for his company to provide athletes best products with three guiding principles: produce the best shoe with sport requirement, protect the athlete from injury and make the product durable. There more than 700 products related with sports and this has created Adidas Kingdom of the sporting goods. A part of Adidas Group is Reebok sportswear. The company also produces eyewear, watches, shirts, bags and clothing related to sports. Adidas’s current official logo consists of three parallel bars. The three stripes become a brand name in 1949 and with the help of Olympics held in 1952 where more sportsperson wore Adidas than another shoe, the company began to grow. Adidas has contributed to the development of the Olympic Games. Adidas main aim is to continuously progress their quality and image of their product in order to exceed consumer expectations and to provide them with the highest value of satisfaction. Hermann Deininger, CMO of Adidas comments on Originals by Originals that â€Å"when we enter into any new partnership for Adidas Originals, It is essential to offer something truly unique and new for our consumer† (www.press.adidas.com) Based on Adidas objectives of innovation and design leader I have been asked to devise a new product for Adidas and develop a marketing strategy. The product which I would like to introduce is called ADIPATCH to be launched and sold in Pakistan after the successful business and environmental analysis. Description of ‘ADIPATCH’: Adipatch is a pain reliever that uses heat therapy for the relief of stiffness and muscular pains. It is been developed for Adidas for players and for the people who uses gym regularly and suffer muscular pains. The warming effect of Adipatch heat penetrates into muscle helping to stimulate blood circulation. This patch last for up to eight hours and can be used for the relief of backache, sprains, and joints stiffness. It is easy and cost-effective way to get back o your active lifestyle. Adipatch is designed to be used on the skin where athlete wants the heat to be applied. Our Adipatch standard size is 3.55 inches. It is easy and cost-effective way to get back o your active lifestyle. Recommended use of ADIPATCH: To relieve joint and back pain To relieve shoulder and neck pain To relieve sore and aching muscles, To relieve knee pain For long hours office work, long haul flights and long driving Marketing Objective for ADIPATCH: Launch a new product and it development Earn the market share and increase in sales Allow Adidas to gain greater recognition Market development Business and Environmental Analysis: Market oriented firms’ looks outward to the environment in which it operates adapting to take advantage of emerging opportunities and to minimize potential threats (Jobber 1995). I decided to launch ADIPATCH in Pakistan and I would like to do two analyses. First to launch our product we need to do Pest analysis to know the political, economical, sociological and technological conditions of Pakistan to know whether it’s feasible to launch Adipatch in Pakistan or not. Pakistan is located in south Asia. Pakistan is sixth most populous country in the world. Pakistan’s approximate population by July 2009 is 174,579,000. Karachi is the biggest city of Pakistan in population size and then Lahore. National sport of Pakistan is hockey but cricket is more popular. Pakistan economically and politically is not stable. Fiscal deficit as targeted in 2009 is 5.5 percent of GDP, which was 7.4 percent in 2008 fiscal but still enjoy sports.Pakistan is rapidly developing country. The second deals with the issues analysed in the area were we have to look into market, competitors, customer’s needs and wants, buying behaviour, brand loyalty and segmentation. Michael Porter’s five force model is used to critically analyse this part and results showed that Adidas has opportunity to launch its new product ADIPATCH in Pakistan. An environmental scanning was carried out and results showed that Adidas is more responsive to the customer’s needs and opportunities identified could help Adidas lip frog competitors. Growth Objectives: Guzman (2005) quoted Yogi Berra in his book â€Å"if you don’t know where you are going you will end up somewhere else.† Asnoff provided a framework to identify growth opportunities, determination of scope (Croft 1998). He has identified four generic growth strategies such as market penetration, market development, product development and diversification. Asnoff pointed that diversification strategy stands apart from three strategies. It is a form of growth strategy which helps to increase profitability through new products and markets. In current circumstances, Adidas objective is to develop new product of potential interest to its current market. It is well known that Adidas is an international company with market all over the world including Pakistan. The important issue for success in going down this road is the profitability of the customer group for which the product is being developed. Secondly Adidas has a strong brand that can be comfortably applied to the product. Market segmentation, Target Market, Positioning: Market segmentation provides the basis for the selection of target markets. A target market is chosen segment of market which a company has decided to serve. As customers in the target market segments have similar characteristic, a single marketing mix strategy can developed to match those requirements. Creative segmentation may result in identification of new segments that have not been served adequately. Market segmentation refers to subdividing a market along some commonality, similararity or kinship. Adidas as an international company, we can segment Pakistani market on following basis: Size: Pakistan’s population is approx hundred and seventy four million and 45% are of the age of 25-45 years old and interested in sports. Identification: Through the survey it was identified that the 50% people of the above group age 28-40 are involve in sports activities. This age group have healthy routine. Age 28-40 are involved in some sports such as cricket, hockey and badminton and 40-45 enjoy long walks in the park to keep themselves fit and suffer from muscular pains. Importance: by market research I have found out that Adipatch features are important for the age group 28-40 because this group suffer more from muscular pains and to the doctors for treatment. Adipatch can help them to get relieve of the pain or sore. Accessibility: during my research I found out there are good channel of communication that can be use to make the customers aware such as sports magazines, TV, health clubs. After segmenting the market, the next step to move on is positioning in the mind of customers of new product. The objective is to create and maintain a distinctive place in the market for company or for its products (Sampson, 1981). In Pakistan age group 28-40 meet these characteristics. Positioning describes how the target market is selected and evaluation by customers in comparison with competitors such as ‘deep heat’ and nurofen back pain heat patch sold in Pakistan. Adidas chose a positioning strategy that seeks to differentiation from competitors with regards of product characteristics to increase sales. This will facilitate Adidas to maintain market stand and charge premium prices. Product Development Process: Organisations do not operate in static environment but they are constantly facing the consequences of changing technology, changing customer’s taste and preferences and changing competitor’s products. Any organization that is positively managing its product portfolio will recognise that its existing products are in different stages of their lifecycle and can be modified to maximise its potential. It is important part of product strategy new product development can be very risky business. The foundation of for successful new product development is the creation of corporate culture that promotes and rewards innovation. Effective new product development is based upon creating and nurturing an innovation culture, organizing effectively for new product development, and managing the new product development process. Development of Adipatch follow consists of following steps: Idea generation: Any new product has to start from somewhere as a germ of an idea. Adipatch is a new product. The objective is to motivate the search for ideas so that salespeople are aware of this product Screening: having developed new product ideas need to be screened to evaluate their commercial worth. After screening of a range of ideas it was found that Adipatch will be worth if produced with an early pay back. The calculation of the payback is found in the capital investment section of this assignment. Concept testing: once the product idea has been accepted, it can be framed into specific concept for testing with potential. Product testing is focuses on the practical aspect of the product. At this survey was conducted to get the views of the customers. Business analysis: based upon the results of concept test estimate of sales, cost and profit will be made. After budgeting Adipatch has identified the target market, its size and projected product acceptance over number of years. Product development: at this stage the new product concept is developed into a physical product. Adipatch is developed into a physical product through the research and manufacturing unit, Market testing: market testing takes measurement of customer acceptance .The main idea is to launch Adipatch in a limited way so the customer’s responses in the market can be assessed. Commercialization: this stage relies on marketing management making clear choice regarding targeting market and development of marketing strategy. This is final stage of Adipatch where it can be brought to market. Adidas will need to decide when and where to launch Adipatch and its launching plan. Market mix for Adipatch: Based upon understanding of customers, a company develops its marketing mix. The marketing mix consists of four major elements: product, price, promotion and place. These 4Ps are the four key decisions are that company must manage so that they satisfy customers needs better (Kotler, 2005) According to Adidas website their marketing strategy is based on 4Ps which is also called the marketing mix. We can use market mix for Adipatch as follows: Product: Adipatch is a new product introduced in Pakistan for people who are into sports. It alleviates muscular pain and regulates blood circulation using heat therapy. Price: Price is a vital element of the marketing mix as it represents on a unit basis what the company receives for the product which is being marketed (Parry, 2005). The product will be charge at same price compared to Deep heat and Nurofen heat patch. This will help Adidas to maintain standards and to compete in the market with existing products. The price per box of Adipatch will cost 300 Pakistani rupees Promotion: Customers need to be aware of the new product. Means of communication to be use such as to advertise on TV, magazines and in radio. Place: Involves the decision with reference to supply of Adipatch to the target market. This will concentrate on more using retailer and sport shops, Adidas outlets, health clubs, doctor’s clinic. Costing For Adipatch: Investment in Pakistani Rupees Package design 29,000,000 Test Marketing 8,800,000 Product Manufacturing 100,000,000 Distribution Cost 21,000,000 Storage Cost 9,000,000 Press Release 6,800,000 Raw Material 18,000,000 Handling Cost 9,000,000 Total 201,600,800 Adipatch per unit price is 300pkr with the variable cost of 130pkr. The contribution expected to be 280pkr. The number of units of Adipatch expected to be sold each year for next 5 years is as follows: Years Units Year one 200,000 Year two 230,000 Year three 280,000 Year four 300,000 Year five 290,000 The contributions for the next five years are expected to be as follows: Year Revenue Investment Cumulative Profit (Millions) (Millions) (Millions) 0 201,600,800 1 57,000,000 57,000,000 2 65,550,000 122,550,000 3 79,800,000 202,350,000 4 85,500,000 287,850,000 5 82,650,000 350,500,000 According to the analysis Adidas will get their investment back within approximately in three year time.However, Adidas should introduce more features to Adipatch because of changing environment and trends to sports and injuries to sports people References: Barand Strategy (2004), Dasani Withdrawn, Brand Strategy, 6Apr, p.7 Cramb,C (1999), ‘Grolsch Targets Mature Markets’, Financial Times 10Febrary, p.35 Croft, M(1998), Time to Nurture Creativity, Marketing week, pp40-1 Guzman, D(2005), â€Å"Innovative Products Deliver Fresh Growth for Oral Care† Chemical Market Reporter , 9-15 May pp.34-5 Kotler .P (2005), Marketing Management, Prentice Hall. Jobber David (1995), Principles and Practice of Marketing, McGraw-hill. Mitchell, A. (2005), ‘After Some Innovation? Maybe You Just Need to Ask Around’, Marketing Week, 16june, p.28 Parry .(2005), ‘New Production Development: There’s Many Slip’, Marketing Week, 02june,p.24 Sampson. ( 1992), People are People the World Over: The Case for the Psychological Marketing Segmentation, Market and Research Today. Watts. G (1998) Asnoff’s matrix, pain and gain: Growth Strategies and Adaptive, International journal of entrepreneurial behaviour and research, vol4, pp101-111 www.press.adidas.com.

Jane Austen :: essays research papers

She puts to rest her pots and pans and takes a new stand. She is conniving and explicit in her manipulative ways. She cares deeply for her beloved children. She fears not being headstrong and liberal-minded, and she truly believes that her epiphanies are gospel truth to her own life. Most important of all, she takes action, is heroic in her boldness to fix the wrong, and does not hesitate to look back on what she leaves behind. In his nineteenth century plays, Henrik Ibsen portrays Norwegian women sharing and contrasting many, and more, of these strong qualities. Like a vigorous and professional artist, Ibsen paints vivid female characters in his skillfully tragic plays, creating diversity among them. In three of his plays alone, A Doll’s House, An Enemy of the People, and Hedda Gabler, women are shown to play various roles under different circumstances in nineteenth century Norway. In these plays, the women’s characteristics range from being maternal and conservative, to being radically liberal and nonconforming.   Ã‚  Ã‚  Ã‚  Ã‚  In Ibsen’s play, A Doll’s House, the protagonist is in fact, a woman, named Nora. At the onset of the play, Nora is shown to be like the traditional mother, simply making preparations for Christmas events. She is portrayed as a strikingly beautiful and almost perfect wife who is affectionate, kind, and always obedient to her husband saying things such as, â€Å"I should not think of going against your wishes.† However, this surface is only a mere cover to what really lies in the heart of Nora. It becomes evident that Nora is not completely complacent with her life. Gradually it becomes evident that she takes pleasures in other things that she does not have. For example, she longs for an affluent lifestyle and indulges in material things because she is more youthfully extravagant than she is maternal. In the play, she even admits herself that she desires grand opulence, saying, â€Å"†¦I used to sit here and imagine that a rich old gentle man had fallen in love with me†¦[and] that he died; and that his will contained†¦ ‘The lovely Mrs. Nora Helmer is to have all I possess paid over to her at once in cash.’† To fantasize about such a greedy thing shows that Nora prefers being a single and wealthy woman in society. Not only was Nora hungry for money, but she was hungry for simple respect. In all the years she was married to Helmer, no one ever took Nora seriously or accredited her with anything.

Fashion Trends

Fashion Trends of Youth in Pakistan Consumer Behavior Chapter 1 Introduction * Fashion It’s not just an outfit that is the offer of fashion. Rather it resides in every corner of the present landscape. Our mobile phones, our cars, our kitchens, our choice of media, the places where meet our friends- all add to the meaning of fashion. Its not enough to wear the clothes, you have to don the lifestyle too. Fashion is a conceptual term though it covers almost all aspects of our daily life.Dress is very important facet of our personality and fashion in our dress and clothes have taken its step towards international market. The retail and wholesale sector in Pakistan was worth about $40 billion in fiscal year 2012, and has been growing at 5. 3% in real (inflation-adjusted) terms for the past five years, much faster than overall economic growth during that period. Parallel to this trend in consumerism,  Digital Marketing in Pakistan has also been on the rise which has resulted in th e  Fashion Industry (specifically formal and informal lawn brands), fast accepting this unique phenomenon.Also, with the Ramazan on the go; Eid approaching in the near future and summers near their destined end, many new clothing brands have gone active and are advertising their Eid collection and Summer Sales on Facebook vigorously. So much so, that as per my calculations, one in every ten recommendations/sponsored stories or ads I see, are related to a clothing brand. Whether it be established brands like Kayseria, Khaadi  and Gul Ahmed, or newly launched premium brands like Sana Safinaz or Asim Jofa, or relatively smaller designer names like Rang Ja, The Working Woman, Mariam Aziz and Echo ll can be found actively on Facebook. Fashion industry of Pakistan has made quite a lot of progress in just a few years. Ten to fifteen years from now, this industry was still unknown to actually exist to the masses. Late with the formation of fashion councils and education centers under th e enthusiastic few who wanted to make a difference and promulgate this very institution of fashion, * Quick glance at fashion back in TIME The Swinging 60's The focus of the time was on fittings. Bell bottoms, hair pieces, narrow fitted shirts, narrow dupattas, heavy eye makeup for girls and side burns for men was order of the time.People in those times took influence from the actors whom they idealized. The Political 70's In 70's the political times changed. People turned towards patriotism. Cotton came in vogue and people were seen in loose kurtas called Awami Suits and Saris. The Materialistic 80's The 80's emerged from the drabness of the 70's and ushered in disco, glitz and glamour. People were indulged in their material instincts. In Pakistan, loose was â€Å"in† and tight was â€Å"out†. Glitter and glitz was trendy and simplicity took a back seat. Back To The East With 90's It was a time for the rival of our culture.Traditional costumes made a comeback. A lot o f embroidery, gharara, Sheirwani and Paishwaz were seen. Everyone wanted to look sleek and thin. The New Millennium â€Å"The Y2Kâ€Å" The year 2000 came with a bang moving people towards hi-tech and fast-paced living. The clothes too have become more streamlined and structured. The defined boundaries of eastern and western fashion have collapsed people wear no fuss Chinese trousers, cargo pants, iron easy cloth and manageable preferably short hair. Fusion is the call of this time * Interview with designers Maria B:Fashion is an extension of self ,an ___expression of individuality, of art and modernism- It has no borders or divides- Its passion and It is the constant evolution of society. Fashion is a form of ___expression on an individual as well as a social level—The general shift in Pakistan thank God! is towards intelligent broad-minded ideas and its now starting to reflect in the way that people are dressing up HSY: Fashion for me is your sense of living. It’s not only about dress, but it’s about you and what you live with. It can be your values and ethics, it can be everything around you. Nida ali:I think the average customer is price conscious, style conscious, trend conscious and the element of brand consciousness comes right at the end. Chapter 2 The Consumer Segmentation & Targeting In a broader view and unbiased analysis, the Pakistani fashion industry has certainly played a very constructive and optimistic role in building the fashion sense and fashion trends amongst all the age groups The target we have selected to conduct a survey on the changing trends in fashion scenario is a combination of both the genders from the age range of 15 to 35 years of age regardless of any income bracket from the educated community.This range can be justified with the projection of the following statistics. The income ranges depict that our target market is almost equally from all income groups and people do follow fashion regardless of incom e brackets in one way or the other. Our target market of research comprises of a major chunk from the age range of 21 to 25 years being 76%. While having smaller portions of age 15-20 and 26-30 with sizes of 14% and 10% respectively. The youth mainly the fashion seekers and followers are in the continuation of their education period.As, this is the age when fashion becomes a craze for them. 63% females are fashion conscious willing to participate in a fashion survey while 37% are from the male category of consumers. * Media of Approach The fashion consumer of today is constantly bombarded with different types of stimuli in different forms of advertising. Today’s fashion consumer is more sophisticated and demanding than the consumer of the past. Looking at history, fashion runways and fashion shows have been the biggest inspirations for the fashion industry.We have assessed from these facts that regardless of the rapid growth in new mediums of information search like online so urces of 13%, The traditional media is still more trustworthy for the consumer to attain the information they require for their shopping like Fashion shows & Exhibitions having 20%, Fashion Magazines 24%, TV Commercials 40% and Billboards 10% chunk respectively. Fashion magazines are an extension of the marketing departments of large fashion companies. For a designer, the fashion show is a way to broadcast ideas. It is a medium. The growing Online trend The growing trend of online queries and locating stores, if not e-purchases, have also seen a tremendous rise which is understandable considering  Ã‚  females make up 31% of Pakistan’s Facebook population of almost 7 Million and the age group from 18-34 years makes 76% of the said population. These stats quite clearly infer that  Digital has most certainly become an effective medium of  transforming  information and communicating with this industry’s target group. In addition to the remarkable customer service m ost of the fashion brands inPakistan are providing online, it is worthy to note that digital media has leveled the playing field for all brands, irrespective of their sizes. It has given all sorts of brands the leverage to promote themselves and explore social media marketing for their advantage, especially if traditional mediums like billboards, print ads, TVCs etc are out of budget. This graph represents the presence of facebook fans of various brands locally in Pakistan and worldwide as well. The appreciation of facebook and other social media networks as a tool of marketing is growing very rapidly in a very short time among our young generation.Considering these statistics, we can appraise the standing of these various brand among the consumers and their level of appreciation in the market. Keeping these stats and trends in mind, one can evidently conclude that digital and eventually mobile marketing has an immense potential for the Fashion Industry. If the growth trends continu e to move in the same direction and at a similar pace, there should certainly be no stopping social media marketing from making brands re-allocate  their budgets from traditional to online mediums. Chapter 3 Market Research * Problem StatementHow does the behavior of a fashion consumer changes with upcoming fashion trends? * Research Methods * Questionnaire We have gathered information from our target market with 30 questionnaires duly filled by the prospects from our target market at various places with different set of ideals for a broader perspective and analyzed the results. The questionnaire is attached. * Focus Group We conducted a focus group of 8 attendees from our target market and concluded healthy discussion on the concerned issue. The moderator guide of the focus group is attached at the end. Online Focus Group on FaceBook We have conducted a focus group online through the platform of facebook as we do realize that the major chunk of our target study is active on socia l media networks. * Interviews Our search also consists of the interviews from the fashion industry to gather an over view about fashion from the producers of this wave. * Mall Intercepts We have visited quite a few stores, brand outlets and malls surveying for practical encounters and recorded the views of some consumers in video and others in writing.Our surveys destinations included Suzy, Shirt & Tie Shop, Hyperstar at Fortress Stadium while some interviews were conducted on the streets there. * Boutique Survey We also encountered the people running those boutiques and assessed their perceptions briefly. Chapter 4 Consumer Behavior Consumer behavior is deeply influenced by the demographics and household structures, needs, emotions, values and personality, group influences, information processing and decision making along with purchase behavior. Consumers are becoming more demanding, which is forcing fashion retailers to provide the right product at the right time.Information and trends are moving around the globe at high speed, resulting in more options and thus the consumers shop more often. The consumers need for uniqueness forces fashion retailers to constantly renew their styles. * Culture In case of cultural preferences, we often see people with different style statements living in the same area or same people having same appearances living at areas with vast distances. This is a fact which projects the importance of presence of culture in our lives which we tend to follow in almost all walks of our life.The most followed culture is equally distributed among regional and family preferences with the health of 37% each. Most of the population tend to follow what is being pursued in their region for ages, for instance, in Pakistan, with many differences in lifestyle, we all still follow some basic similar values. On the other hand, if we take Family culture into account, it refers to the values we share with our family, the way we present ourselves based on our family background, living standards and lifestyle. 19% incorporate multiple cultures in their attire and appearance while 4% opts for Western style of dressing.Social Class Fashion reflects our society and our culture. likewise it reflects how people define themselves People tend to follow what is in and what is the wave of the present current in fashion. 44% of our participants from consumer market are inclined towards the ongoing trends, while another major chunk is attracted towards the designer cuts or brand for their choice of attire. Former categories comprise of the majority while small parts of the market follow Celebrity with 6%, 6% towards price, 6% of advertisements while 10% people go for friend’s advise and attire. * Consumer Behavior Model Involvement of senses (Touch, sight) When we judge the quality of an apparel, the foremost concern for the consumer is the quality of the product which is preferred by 50% even for the youngsters who do not really care for the long life of the products. Some follow View of the fabric and its name share the same standing of 17% while a greater appreciation of Brand name of 24%. * Personal Selection Factors * Hedonic consumption Value of a garment is being defined as an interactive partiality experience, and distinguishes a person’s experience of interacting with an object or event.Enjoyable experiences in a store reflect different types of hedonic values. Values are defined as consumer behavior that regards the emotional and fantasy aspect of consumers’ interactions with products. Comparing to its utilitarian counterpart, the hedonic shopping value is more personal and associated with playfulness and fun. For instance, it is fairly common that people shop for both utilitarian and hedonic grounds, as well as a positive mood can come from consumers following either type of shopping. A reason for consumers to go shopping can also be the possibility to socialize with their friends.An indi vidual’s set of values is very important regarding consumption activities. Many purchases are made because consumers think that purchasing products will result in reaching value-related goals. Shopping for clothes is considered recreational, satisfying and rewarding. Impulse buying is important to fulfill hedonic desires. There is an evident link between impulse buying behavior and hedonic shopping. Clothes purchased to satisfy hedonic needs seem to be chosen without planning and characterize an impulse buying event as can be witnessed like 50% of the buyers.Consumers are driven to hedonic shopping experiences by new fashion styles and brand image salience, which in turn motivates fashion-oriented impulse buying behavior. On the other hand, people who are rational in their decisions and finalize their action after going through all pros and cons. * Consumer Involvement * Motivation Clothing is referred to as specialty good since consumers often make the effort of seeking out the garment that they require. Motivational need can be both utilitarian and hedonic. The end state that the consumer has the intention to reach is the goal.How urgent the consumer wants to reduce the need depends on whether the need is hedonic or utilitarian, this is called the consumer’s drive. One indication of a need is a person’s want, which is created by a combination of cultural and personal factors. These statistics project the motivational elements which encourage a consumer to make a purchase. The most prominent motivator is an occasion or event which motivates 43% of the targeted sample. While, 20% are for Friends and 20% for family suggestions. Celebrity styles and icons attract and motivate 17% of our audience.Fashion-oriented impulse buying happens when consumers find a new fashion product and buy it due to the motivation to buy new products; products they did not plan on buying. Here we can see the level of motivation and the elements which influences a person to make a purchase. 40% are the impulse buyers who immediately opt for purchase with the product and the internal drive. The other major category observed in our survey was that of people who are motivated with advice of friends and family. This 46% require someone to support their choice.Two small classes of 7% being those who spent more tie and opt to search for further alternatives or more information about the item before making a purchase. * Motivational Conflict Approach-Approach According to our survey results, consumers often face Approch-Approch conflict when they have to choose between two dresses appealing them at the same level. Approach-Avoidance Another conflict of Approach-Avoidance also exists when a design attracts to a consumer at a designer shop but meanwhile price element restricts a particular customer. Level of Involvement Inertia: Inertia basically describes the low level of involvement towards the chosen product that either the consumer is willing to p ay an effort before purchase or not? In fashion industry, according to our survey some respondent’s level of involvement was low because they just go to any shop; strongly use their heuristics and mental short cuts to buy apparel. Cult: The second concept which also prevails in the fashion industry is that, a part of consumer’s level of involvement is also very high in terms of shopping clothes.Because they put a lot of exertion in choosing and purchasing outfit having a feel of passion and consider their apparel as a symbol of their individual personality. * Need Theory Implementation * Self Concept * Self Concept When clothes leave the fabric they are merely garments. It is not until the marketers get hold of them that they become fashion. Clothing and accessories express how we feel, how we see ourselves and how we wish to be conceived by others. When we buy clothes we buy an identity. Fashion constitutes an important societal part of the individual’s well-be ing.Through the right choice of clothing it is possible for an individual to improve his or her self-esteem and acceptance by other people. Identities and social roles appear through people’s choice of clothing and accessories. Clothes function as symbols that indicate status, gender, social group allegiance and personality. Fashion is a way of expressing oneself and it says a lot about the person. * Fantasy Clothes shopping is considered to be more attractive. It is a break from the normal routine and it is an opportunity for fantasy and self-expression.What we wear is a complete expression of who we are. The appearance is the first indicator of personality to be judged. We portray ourselves what we fantasize about our own personality following our ideals through our accessories, our choice of movies, the interior of our house and most prominently our attire. We judged from our sample that majority of our sample portrays themselves to be decent yet fashionable being 54% of t he whole sample depicting a major part of our culture. Secondly, 30% fashion consumers tend to portray themselves to be lively and energetic.Some 14% try to explicitly present themselves as an open personality and extrovert. A few demonstrate themselves to be shy and submissive. It’s not enough to be fashionable-one wishes to appear intelligent as well. * Gender Orientation â€Å"Modern marketing has relied on gender to help understand and explain consumers and their behavior. † Women see clothes as a mean for self-identity, whereas men focus more on functional benefits. Women see shopping as something recreational, it is important to emphasize the hedonic and experiential attributes of shopping.Women spend twice as long time in a shop as men and the typical window-shopper is a woman. Men and women think differently, and these gender-specific brain differences show a significant effect on how the individual absorb, process and retain information. The following Pivot Ta ble exhibits the relation of gender with the style they follow for their purchase with a graphical representation which is extracted from our Online Facebook survey. | Values| | Row Labels| Sum of Male| Sum of Female| Casual| 4| 8| Celebrity| 0| 1| Formal| 4| 3| Present day| 3| 12| Grand Total| 11| 24| | | Another Pivot Table is extracted from our survey which depicts the relation of gender with the inclination of consumer towards Price or Style conscious personality. | Values| | Row Labels| Sum of Male| Sum of Female| Price Conscious| 7| 9| Style Conscious| 4| 15| Grand Total| 11| 24| Men don’t buy fashion – they buy clothes Men are comparatively less sophisticated consumers of fashion than women. * Extended Self â€Å"Fashion is an extension of self and expression of individuality† All the possessions of a person add an extra glamour to the personality.These can be the clothes, accessories, cell phones or your jewelery which adds an extra charm to what you ide alize and portray about your personality. This extract shows the inclination of people towards various categories to embrace an additional appeal to their personality. This is clearly visible that clothes and shoes are the possessions that exhibits glamour and is the centre of attention for most of the youngsters being 37% each. While 14% go for jewelery, 6% for glasses, 6% for wrist watches and 7% opt for mobile phones as their charming accessory. Personality & Chosen Product MatchYour perception towards fashion is what you personality is regarding this particular field. This graphical representation clearly demonstrates the personality of our target youngsters in terms of fashion trends and their own self. Sober looks and Maturity is the dominant trait occupying 34%. * Product symbolization The Fashion Pyramid * Freudian Theory (diagram interpretation) [Id = Brain attack , Superego = Heart attack, Ego = A balance with heart on one and brain on the other side) (landscape) * Trait t heory Various distinct traits are associated with different fields of life projected by the consumer of that particular segment.Likewise many traits are associated with fashion industry and consumers monitoring and following the changing trends. For instance, it is suggested that people who are more communally oriented (a female trait) will enjoy shopping more because of their psychological identification with the communal nature of the task. * Product congruence & Consumer Lifestyle Loyal customers spend more each shopping trip, and are more time-conscious. Our clothes are often an expression of our spirit and character, so there is nothing wrong with finding a look that suits you and relying on it.Here the question is do consumers calibrate their wardrobe to better illustrate their present mood & personality to therefore show overall congruence and harmony? Well, a direct relation exists between the clothing you choose to wear and your overall personality in terms of congruency. A ccording to our one of the consumers view, â€Å"I have noticed that when I am feeling very energetic, and very outgoing, I will pick out clothing from my closet that resembles my mood: loud, and vibrant. Yellow t-shirts, red watch, etc. Meanwhile, other times, when I’m n a mellower and laid back mood, I will wear more toned down clothing, sometimes just a black tee-shirt and jeans. † Fashion is based on creating a need, where in reality, there is none. Fashion is a factory that manufactures desire. Pre occupation with fashion reveals a level of insecurity. It’s like they are worried about being judged. People obsessed with fashion feel that if they’ve changed their look, they’ve also evolved emotionally. They live in a state of being extremely conscious about their appearance. * Decision Making * Heuristics * Shopping Atmosphere * Post Purchase Satisfaction Product Disposal The product disposal is an important issue to be discussed as we keep on a dding accessories to our wardrobe and stuff it with articles. It is essential to know what consumers opt for after It is deducted that 75% people give their clothes to others which is a good indication of society. While 19% stuff it forever even if not in use. On the other hand. 6% completely destroy them. * Risks associated with new trends The elements of fashion not liked by the target youngsters can backfire and become a risk for the Fashion Brands. As, â€Å"The fashion industry is the ultimate fashion victim†Other Risks include: Chapter 5 Extract Chapter 6 Attachments Survey Questionnaire Fashion Trends in Pakistan I am a student of MBIT from IBIT, PU and this questionnaire is purely for research purpose and the information you provide help me gain better understanding of Changing Fashion Trends in Pakistan. The success of this research depends on honest answers so I assure that your response will be kept confidential. Tick the answer you prefer. SECTION 1: YOU C. Occupa tion? a) Student b) Job c) Business d) Other, Please Specify ___________ 1. A. Age? a) 15-20 b) 21-25 c) 26-30 d) 31-35D. Gender? a) Male b) Female B. Family Monthly Income? e) 15000-25000 f) 26000-35000 g) 36000-50000 h) Above 50000 E. How are you feeling today? c) happy c) excited d) sad d) depressed SECTION 2: YOUR FASHION 1. Fashion to you is: a) Looking cool and hipc) Comfort ability b) Looking sober and matured) A way to express my inner self 2. Which current fashion trend you love the most? _____________________________________________________________________ 3. Which fashion trend you hate the most? ______________________________________________________________________ 4. c) Present day fashion ) Celebrity Which fashion style/trend do you tend to follow when you purchase clothes? a) Formal b) Casual 5. Who is your ideal fashion personality? _____________________________ 6. What does your clothing portray about your personality a) Open Personalityb) Shy person c) Hip Hop d) D ecent e) Lively f) Bold 7. Which of your accessories adds glamour to your overall personality? a) Clothingb) Mobile phone c) Jewelry d) Shoes e) Wrist watches f) Glasses 8. What influences you the most when you buy clothes? a) Ongoing Trendsb) Designer/Brand c)Celebrity d) Pricee) Advertisementsf) Friends 9.How much are you willing to spend on one item of clothing from a new trend of fashion? a)1000-2000 b)2000-5000 c)5000-10000d)10000 & above 10. What would encourage you to try out new fashion and style? a) Celebrity’s Styleb) Friend’s Suggestion c) Family’s Suggestiond) An Occasion | 11. What do you mostly dislike about fashion? a) Changes quicklyb) Expensive c) Not suitable d) Turns into a craze 12. What is the most recently added item to your accessories? ____________________________ 13. Does a new trend influence your wardrobe? a) Yes b) Noc)Oftend) Rarely 14. Do you readily adopt new trends? ) Yes b) Noc)Oftend) Rarely 15. How do you judge a fabric? a)Touc hb) Viewc) Brand named) Fabric name 16. Are your purchases? c) Plannedb) Immediate | 17. What is your action when a dress or an accessory attracts you? d) Immediately buyc) Consult a friend or family member e) Search for alternativesd) Search for more information 18. Which kinds of shopping destination you buy most of your clothes from? a) Super markets and shopping mallsc) Fashion shows and exhibitions b) Designer boutiques & Brandsd) Bazaars 19. What are your cultural preferences in fashion? a) Family culturec)Western culture ) Regional cultured) A combination of trends from multiple cultures 20. What do you do after your purchase? i) When satisfied a) Refer others b) Feel achievement c) Repeat purchases from the same place ii) When dissatisfied a) Feel angry b)Tell others to avoid c) Never visit the same place 21. How do you dispose of your clothes a) Keep the item b) Destroy c) Give it to others to use 22. What would you mostly like to see in an advertisement? a) Pictures of the shop and locationc) Products available b) Information about the designer d) All the above 3. Which medium do you trust for your purchases? a) Magazinesd)Fashion Shows & Exhibitions b) Billboardse) TV Commercials c) Online Sources Moderator Guide I Thank you all very much for helping us and participating in our project research. What we are conducting is called a focus group. It is mainly a form of discussion among all of you on our research topic. You can agree, disagree on any point or you can just provide with a comment. You can also propose any new idea regarding the subject and you can freely express your views and opinions. This is just like a routine lounge talk.We request you to convey your point clearly and if possible one at a time to save from any confusion or misunderstanding. If any questions regarding the format of the focus group, you can ask ? Now, I’l explain the topic, we are here to discuss. That is The Changing Fashion Trends in Pakistan. Everybody today, is somehow associated with fashion either in favor or against. . Similarly, you all must be used to of decorating your wardrobe with latest fashion articles. Most of you would be used to of visiting various bazaars and malls for your clothing needs. And must be having your views and suggestions for this very industry.We are going to talk about the same. Before we start, if any one have any queries. Please do ask? Now friends , We’ll continue with our discussion Warm Up Questions:- 1. How much time do you spare for your leisure activities? 2. How much time in a month do you spent on shopping? 3. Do you consider shopping a source of entertainment? Specific Questions:- Current Scenario of Audience 4. Do you visit exhibitions for your purchases? 5. Do you consider fashion shows a source of latest updates for your fashion? 6. May I ask about your favorite places to shop? 7. What is your recently added item in your clothing? 8.Are you price conscious or style conscious? Reason of F ailure 9. What do you think is the main content of our Pakistani fashion currently being promoted? 10. What is that one factor that stops you from adopting a fashion trend? 11. In your opinion, what is the one major difference between ordinary and designer brand items? 12. When I speak of Fashion, What picture comes to your mind? 13. Now, what if the same product is being sold in a local and a designer brand, Which one you’ll prefer to buy? Why? I am really thankful to you all for this valuable effort and specially your time. Bibliography Solomon, M. R. Consumer Behavior. Fashion Trends Fashion Trends of Youth in Pakistan Consumer Behavior Chapter 1 Introduction * Fashion It’s not just an outfit that is the offer of fashion. Rather it resides in every corner of the present landscape. Our mobile phones, our cars, our kitchens, our choice of media, the places where meet our friends- all add to the meaning of fashion. Its not enough to wear the clothes, you have to don the lifestyle too. Fashion is a conceptual term though it covers almost all aspects of our daily life.Dress is very important facet of our personality and fashion in our dress and clothes have taken its step towards international market. The retail and wholesale sector in Pakistan was worth about $40 billion in fiscal year 2012, and has been growing at 5. 3% in real (inflation-adjusted) terms for the past five years, much faster than overall economic growth during that period. Parallel to this trend in consumerism,  Digital Marketing in Pakistan has also been on the rise which has resulted in th e  Fashion Industry (specifically formal and informal lawn brands), fast accepting this unique phenomenon.Also, with the Ramazan on the go; Eid approaching in the near future and summers near their destined end, many new clothing brands have gone active and are advertising their Eid collection and Summer Sales on Facebook vigorously. So much so, that as per my calculations, one in every ten recommendations/sponsored stories or ads I see, are related to a clothing brand. Whether it be established brands like Kayseria, Khaadi  and Gul Ahmed, or newly launched premium brands like Sana Safinaz or Asim Jofa, or relatively smaller designer names like Rang Ja, The Working Woman, Mariam Aziz and Echo ll can be found actively on Facebook. Fashion industry of Pakistan has made quite a lot of progress in just a few years. Ten to fifteen years from now, this industry was still unknown to actually exist to the masses. Late with the formation of fashion councils and education centers under th e enthusiastic few who wanted to make a difference and promulgate this very institution of fashion, * Quick glance at fashion back in TIME The Swinging 60's The focus of the time was on fittings. Bell bottoms, hair pieces, narrow fitted shirts, narrow dupattas, heavy eye makeup for girls and side burns for men was order of the time.People in those times took influence from the actors whom they idealized. The Political 70's In 70's the political times changed. People turned towards patriotism. Cotton came in vogue and people were seen in loose kurtas called Awami Suits and Saris. The Materialistic 80's The 80's emerged from the drabness of the 70's and ushered in disco, glitz and glamour. People were indulged in their material instincts. In Pakistan, loose was â€Å"in† and tight was â€Å"out†. Glitter and glitz was trendy and simplicity took a back seat. Back To The East With 90's It was a time for the rival of our culture.Traditional costumes made a comeback. A lot o f embroidery, gharara, Sheirwani and Paishwaz were seen. Everyone wanted to look sleek and thin. The New Millennium â€Å"The Y2Kâ€Å" The year 2000 came with a bang moving people towards hi-tech and fast-paced living. The clothes too have become more streamlined and structured. The defined boundaries of eastern and western fashion have collapsed people wear no fuss Chinese trousers, cargo pants, iron easy cloth and manageable preferably short hair. Fusion is the call of this time * Interview with designers Maria B:Fashion is an extension of self ,an ___expression of individuality, of art and modernism- It has no borders or divides- Its passion and It is the constant evolution of society. Fashion is a form of ___expression on an individual as well as a social level—The general shift in Pakistan thank God! is towards intelligent broad-minded ideas and its now starting to reflect in the way that people are dressing up HSY: Fashion for me is your sense of living. It’s not only about dress, but it’s about you and what you live with. It can be your values and ethics, it can be everything around you. Nida ali:I think the average customer is price conscious, style conscious, trend conscious and the element of brand consciousness comes right at the end. Chapter 2 The Consumer Segmentation & Targeting In a broader view and unbiased analysis, the Pakistani fashion industry has certainly played a very constructive and optimistic role in building the fashion sense and fashion trends amongst all the age groups The target we have selected to conduct a survey on the changing trends in fashion scenario is a combination of both the genders from the age range of 15 to 35 years of age regardless of any income bracket from the educated community.This range can be justified with the projection of the following statistics. The income ranges depict that our target market is almost equally from all income groups and people do follow fashion regardless of incom e brackets in one way or the other. Our target market of research comprises of a major chunk from the age range of 21 to 25 years being 76%. While having smaller portions of age 15-20 and 26-30 with sizes of 14% and 10% respectively. The youth mainly the fashion seekers and followers are in the continuation of their education period.As, this is the age when fashion becomes a craze for them. 63% females are fashion conscious willing to participate in a fashion survey while 37% are from the male category of consumers. * Media of Approach The fashion consumer of today is constantly bombarded with different types of stimuli in different forms of advertising. Today’s fashion consumer is more sophisticated and demanding than the consumer of the past. Looking at history, fashion runways and fashion shows have been the biggest inspirations for the fashion industry.We have assessed from these facts that regardless of the rapid growth in new mediums of information search like online so urces of 13%, The traditional media is still more trustworthy for the consumer to attain the information they require for their shopping like Fashion shows & Exhibitions having 20%, Fashion Magazines 24%, TV Commercials 40% and Billboards 10% chunk respectively. Fashion magazines are an extension of the marketing departments of large fashion companies. For a designer, the fashion show is a way to broadcast ideas. It is a medium. The growing Online trend The growing trend of online queries and locating stores, if not e-purchases, have also seen a tremendous rise which is understandable considering  Ã‚  females make up 31% of Pakistan’s Facebook population of almost 7 Million and the age group from 18-34 years makes 76% of the said population. These stats quite clearly infer that  Digital has most certainly become an effective medium of  transforming  information and communicating with this industry’s target group. In addition to the remarkable customer service m ost of the fashion brands inPakistan are providing online, it is worthy to note that digital media has leveled the playing field for all brands, irrespective of their sizes. It has given all sorts of brands the leverage to promote themselves and explore social media marketing for their advantage, especially if traditional mediums like billboards, print ads, TVCs etc are out of budget. This graph represents the presence of facebook fans of various brands locally in Pakistan and worldwide as well. The appreciation of facebook and other social media networks as a tool of marketing is growing very rapidly in a very short time among our young generation.Considering these statistics, we can appraise the standing of these various brand among the consumers and their level of appreciation in the market. Keeping these stats and trends in mind, one can evidently conclude that digital and eventually mobile marketing has an immense potential for the Fashion Industry. If the growth trends continu e to move in the same direction and at a similar pace, there should certainly be no stopping social media marketing from making brands re-allocate  their budgets from traditional to online mediums. Chapter 3 Market Research * Problem StatementHow does the behavior of a fashion consumer changes with upcoming fashion trends? * Research Methods * Questionnaire We have gathered information from our target market with 30 questionnaires duly filled by the prospects from our target market at various places with different set of ideals for a broader perspective and analyzed the results. The questionnaire is attached. * Focus Group We conducted a focus group of 8 attendees from our target market and concluded healthy discussion on the concerned issue. The moderator guide of the focus group is attached at the end. Online Focus Group on FaceBook We have conducted a focus group online through the platform of facebook as we do realize that the major chunk of our target study is active on socia l media networks. * Interviews Our search also consists of the interviews from the fashion industry to gather an over view about fashion from the producers of this wave. * Mall Intercepts We have visited quite a few stores, brand outlets and malls surveying for practical encounters and recorded the views of some consumers in video and others in writing.Our surveys destinations included Suzy, Shirt & Tie Shop, Hyperstar at Fortress Stadium while some interviews were conducted on the streets there. * Boutique Survey We also encountered the people running those boutiques and assessed their perceptions briefly. Chapter 4 Consumer Behavior Consumer behavior is deeply influenced by the demographics and household structures, needs, emotions, values and personality, group influences, information processing and decision making along with purchase behavior. Consumers are becoming more demanding, which is forcing fashion retailers to provide the right product at the right time.Information and trends are moving around the globe at high speed, resulting in more options and thus the consumers shop more often. The consumers need for uniqueness forces fashion retailers to constantly renew their styles. * Culture In case of cultural preferences, we often see people with different style statements living in the same area or same people having same appearances living at areas with vast distances. This is a fact which projects the importance of presence of culture in our lives which we tend to follow in almost all walks of our life.The most followed culture is equally distributed among regional and family preferences with the health of 37% each. Most of the population tend to follow what is being pursued in their region for ages, for instance, in Pakistan, with many differences in lifestyle, we all still follow some basic similar values. On the other hand, if we take Family culture into account, it refers to the values we share with our family, the way we present ourselves based on our family background, living standards and lifestyle. 19% incorporate multiple cultures in their attire and appearance while 4% opts for Western style of dressing.Social Class Fashion reflects our society and our culture. likewise it reflects how people define themselves People tend to follow what is in and what is the wave of the present current in fashion. 44% of our participants from consumer market are inclined towards the ongoing trends, while another major chunk is attracted towards the designer cuts or brand for their choice of attire. Former categories comprise of the majority while small parts of the market follow Celebrity with 6%, 6% towards price, 6% of advertisements while 10% people go for friend’s advise and attire. * Consumer Behavior Model Involvement of senses (Touch, sight) When we judge the quality of an apparel, the foremost concern for the consumer is the quality of the product which is preferred by 50% even for the youngsters who do not really care for the long life of the products. Some follow View of the fabric and its name share the same standing of 17% while a greater appreciation of Brand name of 24%. * Personal Selection Factors * Hedonic consumption Value of a garment is being defined as an interactive partiality experience, and distinguishes a person’s experience of interacting with an object or event.Enjoyable experiences in a store reflect different types of hedonic values. Values are defined as consumer behavior that regards the emotional and fantasy aspect of consumers’ interactions with products. Comparing to its utilitarian counterpart, the hedonic shopping value is more personal and associated with playfulness and fun. For instance, it is fairly common that people shop for both utilitarian and hedonic grounds, as well as a positive mood can come from consumers following either type of shopping. A reason for consumers to go shopping can also be the possibility to socialize with their friends.An indi vidual’s set of values is very important regarding consumption activities. Many purchases are made because consumers think that purchasing products will result in reaching value-related goals. Shopping for clothes is considered recreational, satisfying and rewarding. Impulse buying is important to fulfill hedonic desires. There is an evident link between impulse buying behavior and hedonic shopping. Clothes purchased to satisfy hedonic needs seem to be chosen without planning and characterize an impulse buying event as can be witnessed like 50% of the buyers.Consumers are driven to hedonic shopping experiences by new fashion styles and brand image salience, which in turn motivates fashion-oriented impulse buying behavior. On the other hand, people who are rational in their decisions and finalize their action after going through all pros and cons. * Consumer Involvement * Motivation Clothing is referred to as specialty good since consumers often make the effort of seeking out the garment that they require. Motivational need can be both utilitarian and hedonic. The end state that the consumer has the intention to reach is the goal.How urgent the consumer wants to reduce the need depends on whether the need is hedonic or utilitarian, this is called the consumer’s drive. One indication of a need is a person’s want, which is created by a combination of cultural and personal factors. These statistics project the motivational elements which encourage a consumer to make a purchase. The most prominent motivator is an occasion or event which motivates 43% of the targeted sample. While, 20% are for Friends and 20% for family suggestions. Celebrity styles and icons attract and motivate 17% of our audience.Fashion-oriented impulse buying happens when consumers find a new fashion product and buy it due to the motivation to buy new products; products they did not plan on buying. Here we can see the level of motivation and the elements which influences a person to make a purchase. 40% are the impulse buyers who immediately opt for purchase with the product and the internal drive. The other major category observed in our survey was that of people who are motivated with advice of friends and family. This 46% require someone to support their choice.Two small classes of 7% being those who spent more tie and opt to search for further alternatives or more information about the item before making a purchase. * Motivational Conflict Approach-Approach According to our survey results, consumers often face Approch-Approch conflict when they have to choose between two dresses appealing them at the same level. Approach-Avoidance Another conflict of Approach-Avoidance also exists when a design attracts to a consumer at a designer shop but meanwhile price element restricts a particular customer. Level of Involvement Inertia: Inertia basically describes the low level of involvement towards the chosen product that either the consumer is willing to p ay an effort before purchase or not? In fashion industry, according to our survey some respondent’s level of involvement was low because they just go to any shop; strongly use their heuristics and mental short cuts to buy apparel. Cult: The second concept which also prevails in the fashion industry is that, a part of consumer’s level of involvement is also very high in terms of shopping clothes.Because they put a lot of exertion in choosing and purchasing outfit having a feel of passion and consider their apparel as a symbol of their individual personality. * Need Theory Implementation * Self Concept * Self Concept When clothes leave the fabric they are merely garments. It is not until the marketers get hold of them that they become fashion. Clothing and accessories express how we feel, how we see ourselves and how we wish to be conceived by others. When we buy clothes we buy an identity. Fashion constitutes an important societal part of the individual’s well-be ing.Through the right choice of clothing it is possible for an individual to improve his or her self-esteem and acceptance by other people. Identities and social roles appear through people’s choice of clothing and accessories. Clothes function as symbols that indicate status, gender, social group allegiance and personality. Fashion is a way of expressing oneself and it says a lot about the person. * Fantasy Clothes shopping is considered to be more attractive. It is a break from the normal routine and it is an opportunity for fantasy and self-expression.What we wear is a complete expression of who we are. The appearance is the first indicator of personality to be judged. We portray ourselves what we fantasize about our own personality following our ideals through our accessories, our choice of movies, the interior of our house and most prominently our attire. We judged from our sample that majority of our sample portrays themselves to be decent yet fashionable being 54% of t he whole sample depicting a major part of our culture. Secondly, 30% fashion consumers tend to portray themselves to be lively and energetic.Some 14% try to explicitly present themselves as an open personality and extrovert. A few demonstrate themselves to be shy and submissive. It’s not enough to be fashionable-one wishes to appear intelligent as well. * Gender Orientation â€Å"Modern marketing has relied on gender to help understand and explain consumers and their behavior. † Women see clothes as a mean for self-identity, whereas men focus more on functional benefits. Women see shopping as something recreational, it is important to emphasize the hedonic and experiential attributes of shopping.Women spend twice as long time in a shop as men and the typical window-shopper is a woman. Men and women think differently, and these gender-specific brain differences show a significant effect on how the individual absorb, process and retain information. The following Pivot Ta ble exhibits the relation of gender with the style they follow for their purchase with a graphical representation which is extracted from our Online Facebook survey. | Values| | Row Labels| Sum of Male| Sum of Female| Casual| 4| 8| Celebrity| 0| 1| Formal| 4| 3| Present day| 3| 12| Grand Total| 11| 24| | | Another Pivot Table is extracted from our survey which depicts the relation of gender with the inclination of consumer towards Price or Style conscious personality. | Values| | Row Labels| Sum of Male| Sum of Female| Price Conscious| 7| 9| Style Conscious| 4| 15| Grand Total| 11| 24| Men don’t buy fashion – they buy clothes Men are comparatively less sophisticated consumers of fashion than women. * Extended Self â€Å"Fashion is an extension of self and expression of individuality† All the possessions of a person add an extra glamour to the personality.These can be the clothes, accessories, cell phones or your jewelery which adds an extra charm to what you ide alize and portray about your personality. This extract shows the inclination of people towards various categories to embrace an additional appeal to their personality. This is clearly visible that clothes and shoes are the possessions that exhibits glamour and is the centre of attention for most of the youngsters being 37% each. While 14% go for jewelery, 6% for glasses, 6% for wrist watches and 7% opt for mobile phones as their charming accessory. Personality & Chosen Product MatchYour perception towards fashion is what you personality is regarding this particular field. This graphical representation clearly demonstrates the personality of our target youngsters in terms of fashion trends and their own self. Sober looks and Maturity is the dominant trait occupying 34%. * Product symbolization The Fashion Pyramid * Freudian Theory (diagram interpretation) [Id = Brain attack , Superego = Heart attack, Ego = A balance with heart on one and brain on the other side) (landscape) * Trait t heory Various distinct traits are associated with different fields of life projected by the consumer of that particular segment.Likewise many traits are associated with fashion industry and consumers monitoring and following the changing trends. For instance, it is suggested that people who are more communally oriented (a female trait) will enjoy shopping more because of their psychological identification with the communal nature of the task. * Product congruence & Consumer Lifestyle Loyal customers spend more each shopping trip, and are more time-conscious. Our clothes are often an expression of our spirit and character, so there is nothing wrong with finding a look that suits you and relying on it.Here the question is do consumers calibrate their wardrobe to better illustrate their present mood & personality to therefore show overall congruence and harmony? Well, a direct relation exists between the clothing you choose to wear and your overall personality in terms of congruency. A ccording to our one of the consumers view, â€Å"I have noticed that when I am feeling very energetic, and very outgoing, I will pick out clothing from my closet that resembles my mood: loud, and vibrant. Yellow t-shirts, red watch, etc. Meanwhile, other times, when I’m n a mellower and laid back mood, I will wear more toned down clothing, sometimes just a black tee-shirt and jeans. † Fashion is based on creating a need, where in reality, there is none. Fashion is a factory that manufactures desire. Pre occupation with fashion reveals a level of insecurity. It’s like they are worried about being judged. People obsessed with fashion feel that if they’ve changed their look, they’ve also evolved emotionally. They live in a state of being extremely conscious about their appearance. * Decision Making * Heuristics * Shopping Atmosphere * Post Purchase Satisfaction Product Disposal The product disposal is an important issue to be discussed as we keep on a dding accessories to our wardrobe and stuff it with articles. It is essential to know what consumers opt for after It is deducted that 75% people give their clothes to others which is a good indication of society. While 19% stuff it forever even if not in use. On the other hand. 6% completely destroy them. * Risks associated with new trends The elements of fashion not liked by the target youngsters can backfire and become a risk for the Fashion Brands. As, â€Å"The fashion industry is the ultimate fashion victim†Other Risks include: Chapter 5 Extract Chapter 6 Attachments Survey Questionnaire Fashion Trends in Pakistan I am a student of MBIT from IBIT, PU and this questionnaire is purely for research purpose and the information you provide help me gain better understanding of Changing Fashion Trends in Pakistan. The success of this research depends on honest answers so I assure that your response will be kept confidential. Tick the answer you prefer. SECTION 1: YOU C. Occupa tion? a) Student b) Job c) Business d) Other, Please Specify ___________ 1. A. Age? a) 15-20 b) 21-25 c) 26-30 d) 31-35D. Gender? a) Male b) Female B. Family Monthly Income? e) 15000-25000 f) 26000-35000 g) 36000-50000 h) Above 50000 E. How are you feeling today? c) happy c) excited d) sad d) depressed SECTION 2: YOUR FASHION 1. Fashion to you is: a) Looking cool and hipc) Comfort ability b) Looking sober and matured) A way to express my inner self 2. Which current fashion trend you love the most? _____________________________________________________________________ 3. Which fashion trend you hate the most? ______________________________________________________________________ 4. c) Present day fashion ) Celebrity Which fashion style/trend do you tend to follow when you purchase clothes? a) Formal b) Casual 5. Who is your ideal fashion personality? _____________________________ 6. What does your clothing portray about your personality a) Open Personalityb) Shy person c) Hip Hop d) D ecent e) Lively f) Bold 7. Which of your accessories adds glamour to your overall personality? a) Clothingb) Mobile phone c) Jewelry d) Shoes e) Wrist watches f) Glasses 8. What influences you the most when you buy clothes? a) Ongoing Trendsb) Designer/Brand c)Celebrity d) Pricee) Advertisementsf) Friends 9.How much are you willing to spend on one item of clothing from a new trend of fashion? a)1000-2000 b)2000-5000 c)5000-10000d)10000 & above 10. What would encourage you to try out new fashion and style? a) Celebrity’s Styleb) Friend’s Suggestion c) Family’s Suggestiond) An Occasion | 11. What do you mostly dislike about fashion? a) Changes quicklyb) Expensive c) Not suitable d) Turns into a craze 12. What is the most recently added item to your accessories? ____________________________ 13. Does a new trend influence your wardrobe? a) Yes b) Noc)Oftend) Rarely 14. Do you readily adopt new trends? ) Yes b) Noc)Oftend) Rarely 15. How do you judge a fabric? a)Touc hb) Viewc) Brand named) Fabric name 16. Are your purchases? c) Plannedb) Immediate | 17. What is your action when a dress or an accessory attracts you? d) Immediately buyc) Consult a friend or family member e) Search for alternativesd) Search for more information 18. Which kinds of shopping destination you buy most of your clothes from? a) Super markets and shopping mallsc) Fashion shows and exhibitions b) Designer boutiques & Brandsd) Bazaars 19. What are your cultural preferences in fashion? a) Family culturec)Western culture ) Regional cultured) A combination of trends from multiple cultures 20. What do you do after your purchase? i) When satisfied a) Refer others b) Feel achievement c) Repeat purchases from the same place ii) When dissatisfied a) Feel angry b)Tell others to avoid c) Never visit the same place 21. How do you dispose of your clothes a) Keep the item b) Destroy c) Give it to others to use 22. What would you mostly like to see in an advertisement? a) Pictures of the shop and locationc) Products available b) Information about the designer d) All the above 3. Which medium do you trust for your purchases? a) Magazinesd)Fashion Shows & Exhibitions b) Billboardse) TV Commercials c) Online Sources Moderator Guide I Thank you all very much for helping us and participating in our project research. What we are conducting is called a focus group. It is mainly a form of discussion among all of you on our research topic. You can agree, disagree on any point or you can just provide with a comment. You can also propose any new idea regarding the subject and you can freely express your views and opinions. This is just like a routine lounge talk.We request you to convey your point clearly and if possible one at a time to save from any confusion or misunderstanding. If any questions regarding the format of the focus group, you can ask ? Now, I’l explain the topic, we are here to discuss. That is The Changing Fashion Trends in Pakistan. Everybody today, is somehow associated with fashion either in favor or against. . Similarly, you all must be used to of decorating your wardrobe with latest fashion articles. Most of you would be used to of visiting various bazaars and malls for your clothing needs. And must be having your views and suggestions for this very industry.We are going to talk about the same. Before we start, if any one have any queries. Please do ask? Now friends , We’ll continue with our discussion Warm Up Questions:- 1. How much time do you spare for your leisure activities? 2. How much time in a month do you spent on shopping? 3. Do you consider shopping a source of entertainment? Specific Questions:- Current Scenario of Audience 4. Do you visit exhibitions for your purchases? 5. Do you consider fashion shows a source of latest updates for your fashion? 6. May I ask about your favorite places to shop? 7. What is your recently added item in your clothing? 8.Are you price conscious or style conscious? Reason of F ailure 9. What do you think is the main content of our Pakistani fashion currently being promoted? 10. What is that one factor that stops you from adopting a fashion trend? 11. In your opinion, what is the one major difference between ordinary and designer brand items? 12. When I speak of Fashion, What picture comes to your mind? 13. Now, what if the same product is being sold in a local and a designer brand, Which one you’ll prefer to buy? Why? I am really thankful to you all for this valuable effort and specially your time. Bibliography Solomon, M. R. Consumer Behavior.

Mentorship reflection Essay

This is my reflective account of my performance as a mentor in a clinical setting, assessing the learning environment and the strategies used for teaching and assessing a newly qualified theatre nurse. The purpose of this essay is to reflect upon aspects of my professional practice and development that I have encountered during my time as a student mentor. This reflective essay shall be written in the first person, In accordance with the NMC (2002) Code Of Professional Conduct, Confidentiality shall be maintained and all names have been changed to protect identity. I have been teaching students and newly qualified theatre practitioners as a registered ODP for more than 10 years and as a SODP for one year. Working with different mentors in the past, has helped me to understand the different characteristics of being a mentor and develop my own style of facilitating learning within a clinical setting. I have experience of conveying knowledge to others in a way that is comprehensible and significant through my work as a multi-skilled theatre practitioner. Whilst ODPs have a separate code of professional standards, this essentially provides a similar outline to supervision and mentorship (HPC 2008). The concept of mentoring is also part of the NHS Knowledge and Skills Framework whereby practitioners have to assist in the development of others through a variety of learning approaches and must demonstrate these through portfolio development (DH 2004). In order to be an effective role model the mentor must have high standards, must be able to demonstrate these high standards consistently, and must have good attitudes and beliefs regarding the role of their relevant profession in the wider context of healthcare (Murray & Main 2005) As this assignment is a reflection of my performance in mentoring and assessing a mentee in nursing/theatre settings ,I have chose to use Gibbs Reflective Cycle as it is clear and precise, allowing for description, analysis and evaluation of the experience helping the reflective practitioner to make sense of experiences and examine their practice. To reflect is not enough, you then have to put into practice the learning and new understanding you have gained therefore allowing the reflective process to inform your practice. Taking action is the key; Gibbs prompts the practitioner to formulate an action plan. This enables the reflective practitioner to look at their practice and see what they would change in the future, how they would develop /improve their practice. Gibbs reflective cycle (1998). On the first day of meeting my mentee (Helen) immediately after her orientation of the department, we had a meeting to draw up her learning opportunities so that there was an awareness of what Helen hoped to gain from her new profession as a theatre nurse. As part of her learning opportunities a teaching session and assessment was arranged. The teaching session included both formal and informal assessments . Both sessions were carried out in the theatre operating room , the formal assessment involved performing a surgical hand scrub which is always done prior to any surgical procedure. Even though I am a competent practitioner, I still had a moderate level of stress and anxiety regarding fulfilling my role as a mentor. However, upon reflection I could draw on my previous experiences as a basic life support key trainer , previous teaching sessions I have delivered, and the support I have had from my sign off mentor (Teresa). My Mentor has helped me a great deal throughout my career, we have a great understanding of each other , and have built up a trusting and honest relationship over the years. For Helen this was her first experience of theatre post qualification, Helen had no theatre placements during her nurse training, so theatre is a totally new setting for her. Before any learning lesson took place, it was crucial to build an effective working relationship with Helen ,by being supportive to her and offering assistance for any needs she might have,it was also important that Helen felt that she is part of the team and that she doesn’t feel alone. Gopee (2008) categorically states that mentors should be ‘aware of their impact as role models on students’ learning of skills and professional attitudes’. Armstrong (2008) states, however, that role modelling is not just about observing practice, but also includes considered linkage between practical skills acquisition and the underpinning knowledge that relates to the skills, i.e. closing the theory-practice gap. I planned my teaching session to ensure Helen was aware of the current information and guidelines about effective surgical hand-washing. Prior to the assessment I discussed with Helen the varying techniques that colleagues use and how they may differ,however, I informed Helen I will show her how to scrub correctly in the format used by the scrub nurse team in our department. My aim was to give her more confidence and enable her to gain the necessary knowledge and  skills to carry out the procedure. I planned to use the Peyton 4 stage approach throughout the process. Peyton (1998), a general surgeon, describes an excellent and widely advocated model for teaching skills in simulated and other settings, known as the ‘four-stage approach’. See below This model may be expanded or reduced depending on the background skills of the learner. As with all teaching, the learner must be given constructive feedback and allowed time for practice of the skills. A surgical skill has both a cognitive and a psycho-motor component. In fact, in those with reasonable manual dexterity, the instructions require to teach a skill that centres on the cognitive process of combining the steps of the operation in the mind, and ensuring this combination has occurred before attempting the skill. Basic techniques from effective surgical hand washing to scrubbing for a minor procedure, may be most efficiently and effectively taught in the four stage procedure based on the work of Peyton. The learner can go from a unconscious incompetence (where they do not know the procedure), through conscious incompetence (where they realise what they do not know), to conscious competence (when they begin to understand and carry out the task to the required standard). The final phase to unconscious competence is achieved through experience until the task becomes a habit or routine (Immenroth, M, 2007). These stages allow the learner to quickly progress through the first three of the four levels of learning. It is essential during the first 3 stages of skills training that the procedure is carried out on each occasion in as close as possible to a uniform manner, without any bad practice in the demonstration of the skill, the explanation by the trainer or the description by the trainee. Similarly, in the fourth stage when the trainee both explains and carries out the procedure, any significant deviation from the pattern should be immediately corrected so that bad habits are not allowed to develop. In the event that the trainee is unable to carry out stage four, then the process should be repeated from stage two through stage three to stage four. A common mistake in teaching is to continue to oscillate between stage two to stage four, missing out on stage three which is one of the most important parts of the process, particularly when it comes to more complex procedures which will be discussed later (Grantcharov,TP, 2008). I planned to  try and build up Helen’s confidence by expressing to her that at any point of the teaching session, if she did not understand a protocol, or why things were done, or why that thing is important, I will be there to explain and guide her. The learner must be made feel that they are welcome and important; this way will assist the learner to incorporate themselves into the clinical environment (Welsh and Swan 2006). The setting of our formal and practical learning session was essential as Helen was not familiar with working in a hospital theatre based environment. Present during the procedure were myself, Helen, and my sign off mentor (Teresa).The chosen location was a unused theatre suite, it was chosen as it is a quiet area,and would minimise interruption. This setting also ensured that Helen had my full attention during the teaching session. Using Peyton;s 4 Stage approach allowed me to have a structured session in place with observation, discussion and direct questioning, so Helen is fully aware that she is being assessed at the time of questioning. I had taken into account in which manner Helen learns ,as it is important to recognize her learning style ,so that it can be incorporated into the learning material to facilitate effective learning (McNair et al 2007). Recognizing her individual learning style helps me to arrange her learning preferences. According to Kolb (1984) there are four distinct styles of learning or preferences which are based on four stages, diverging, assimilating, converging and accommodating learning styles. Being approachable and friendly, I was able to maintain a trusting and comfortable relationship beneficial to learning. Helen felt that my character was strong with a professional relationship throughout the learning experience. According to Helen and Teresa feedback, I had delivered the teaching session well,it was well structured and with a relationship hich reduced her tension and anxiety and helped her ability to learn. Personally I thought it went very well, having planned my session and using the 4 stage approach, it gave me and Helen a greater understanding of the process and also has given me more confidence for further experiences. Personal attributes of the mentor is sometimes the number one barrier when creating an effective learning experience. You need to be a good role model to be a good mentor.To be a successful mentor, it is important that you will find ways to improve the learning environment. It can be a difficult task when creating a suitable environment and can affect the  learning experience. Students can come from varying nursing backgrounds and have also had varying experience working in their chosen healthcare setting. Therefore, it is necessary to make an appropriate environment for each individual to take full advantage of the learning process (Lowenstein and Bradshaw 2004). The operating theatre can be a fantastic clinical learning environment. However, students sometimes feel that they are left to their own devices for too long and can feel like ‘a spare part’, due to not working with their mentors enough and perhaps more worryingly working in ways which were not relevant to their practice as a theatre nurse. Observations, perhaps highlight that it is not only students that need to reflect on their practice, but also mentors as learning is a lifelong process (Gopee 2008). Mentorship has been forever present in healthcare for many years. Gopee (2008) suggests that this concept has been evolving and developing since the early 1970s, but it was formally adopted by the nursing profession in the 1980s and subsequently by Operating Department Practitioners (ODPs) (CODP 2009). The philosophy of supporting junior colleagues and students has had many different titles and names since its inception: preceptor, assessor, supervisor and clinical facilitator to name but a few (Gopee 2008, Myall et al 2008, Ousey 2009). There have been many different definitions of mentors, and according to Jackson (2008) these definitions have added to the ambiguity of the role of the mentor in today’s nursing press, perhaps the most clear definition is by the Nursing & Midwifery Council (NMC 2008) who state that â€Å"A mentor is a practitioner who has met the outcomes to become a qualified mentor and who facilitates learning and supervises and assesses students in the pra ctice setting†. Nevertheless, mentorship is now an integral part of nursing and other healthcare practitioners’ roles (Jackson 2008, Ali & Panther 2008). Indeed, Ali & Panther (2008) suggest that mentoring is an important role that every nurse and ODP has to accept at some point in their working life. Mentoring is also a part of the respective codes of professional conduct which state that â€Å"Nurses must facilitate students and others to develop their competence’s and that nurses must ‘be willing to share skills and experiences for the benefit of colleagues† (NMC 2008). Duffy (2003) suggested that there needed to be a change of emphasis for assessing and mentoring students, She argued that there was evidence of mentors  Ã¢â‚¬Ëœfailing to fail’ students whose competencies were under question. This certainly defies the CODP (2009) standards for mentorship preparation and also contradicts the two separate codes of professional conduct (HPC 2008). Duffy (2003) states that â€Å"Although sometimes the reasons for failing students proves to be difficult, the consequences of not doing so are potentially disas trous†. It is imperative that nurses and ODPs understand their accountability for their assessment decisions of a student’s competence. Practitioners are accountable to their professional bodies and are also accountable for the safety of future patients. The RCN (2007) states that mentors are accountable both for their professional judgements of student performance, and also for their personal standards of practice, the standards of care delivered by their students, and the standards of teaching and assessing of the student under their supervision. A mentoring relationship is therefore a very complex and demanding role and one for which nurses and ODPs should be adequately prepared (Duffy 2003). The recommendations from the Francis report (2013) and the NHS England Constitution (2013) both emphasise the importance of strong leadership at all levels and by all disciplines of staff. Good leaders should be role models for their peers and students, they should exhibit the values expressed in both the Francis report (2013) and NHS England Constitution (2013). These are compassion, caring, respect and dignity, competence, commitment, putting patients first, ensuring we improve people’s lives and that everyone counts regardless of who they are. This is particularly important for mentors as you are guiding and shaping the practitioners of the future and we need to ensure your student takes on and displays these values. As professionals we must equip and support our students in all care environments and at all levels of organisations to really embed â€Å" Compassion in Practice†. There should be a clear relationship between strong leadership, a caring and compassionate culture and high quality care. We all have parts to play in providing strong compassionate leadership within and across teams, and across organisational boundaries. The Francis Report 6Cs (Care,Compassion, Competence, Communication, Courage,Commitment) are values for leadership, this action area is concerned with the support and empowerment of professionals, to enable them to lead change locally and motivate their teams to improve the  experience and outcomes of the people using their services. The 6Cs belong to all health and care staff from nurses, midwives and doctors to executive boards and commissioning boards. For the vision of Compassion in Practice to become a reality, every person involved in the delivery and management of the healthcare system should commit to ensuring that staff work in supportive organisational cultures. (Compassion in Practice – One year on Author NHS England/Nursing Directorate Publication Date 26 November 2013). In conclusion, it is clear that the role of the mentor is not an easy one. The task revolves around two key characteristics, namely being a good role-model and being an active facilitator of learning. It is highly complex and carries a great deal of responsibility and accountability. Indeed, mentorship formulates the new generation of healthcare professionals and therefore poor mentorship can lead only to a lack of dedicated, knowledgeable and competent practitioners of the future. Successfully teaching and nurturing a student for myself has been be a very satisfying experience. Mentoring has also helped me to keep my practice up to date and has allowed me to network with other students and their mentors. Reference List Ali PA, Panther W (2008) Professional development and the role of mentorship. Nursing Standard. 22, 42, 35-39. April 3 2008. Armstrong N 2008 Role modelling in the clinical workplace British Journal. of Midwifery 16 (9) 596-603. College of Operating Department Practitioners 2009 Standards, recommendations and guidance for mentors and practice placements London, CODP. Compassion in Practice – One year on Author NHS England/Nursing Directorate Publication Date 26 November 2013. Department of Health 2004 NHS Knowledge and Skills Framework London, HMSO Department of Health 2013 The NHS Constitution: the NHS belongs to us all (for England) 26 March London, DH. Duffy K 2003 Failing students: a qualitative study of factors that influence the decisions regarding assessment of students’ competence in practice London. Francis R QC,The Mid Staffordshire NHS Foundation Trust Public Enquiry Final Report 2013.[Online]www.midstaffspublicinquiry.com/report (Accessed April 2014). Gibbs, G. (1988). Learning by Doing: a guide to teaching and learning methods. London: Further Education Unit. Gopee N, 2008 Mentoring and  supervision in healthcare London, Sage Publications. Grantcharov TP, & Reznick RK: Teaching Procedural Skills: British Medical Journal 2008; 336. Health Professions Council 2008 Standards of conduct, performance and ethics London. 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Royal College of Nursing 2007 ,Guidance for mentors of nursing students and midwives 2nd ed London. Welsh, I & Swann, C, 2002 Partners in Learning: A Guide to Support and Assessment in Nurse Education, Radcliffe Publishing.