Consumption Behaviour of Students

Consumption Behaviour of Students Chapter One Introduction 1.1. BACKGROUND OF THE STUDY 1.1.1 Consumption Behaviour Definition If it is said that marketing in true sense is the conclusion of social culture of post modern consumer culture (Firat, 1993) then an immense burden and responsibility has been imposed to determine the conditions and meanings of life for the future (Firat and Venkatesh, 1993). This life which is dealing with meeting unlimited demands with limited resources in hand and planning to secure future by making savings. So keeping this in view the consumption by individuals is really critical to full fill the needs and to secure the future. So in view of this consumption is definitely a focal point of present social and economic world. And that consumption in return definitely triggers a primary marketing concern of probability to repurchase a product regardless of its type (Peter Olson, 1990). Although consumption is as old as human history and has passed through plenty of phases but even in todays world the repurchase of items is the core priority of sellers. No matter that repurchase is o f basic necessity item or luxury product or whether it is matter of mobile connection or someone is talking about E-Banking or it is making flight reservation, every company tried its level best that a consumer should repeatedly purchase its product. The definition of consumption given by Peter and Olson (1990) is â€Å"use of product.† Peter and Olson (1990) are also of the opinion that it is not easy to define or to comprehend the meaning of consumption as there is a vast difference in the nature of various products and services. Even in this age of Information Technology and Globalization era the meaning of product (includes both goods and services) varies from culture to culture and it keeps on changing from one country to another. If a commodity or service is considered as necessity in one region, in other part of the world it may be categorized as luxury. But despite all these limitations researchers and authors still gave some comprehensive and compact definition of consumption. The idea of consumption defined by Webb (1993) in the following words â€Å"Consumption is the evaluating, buying, using and disposing of  products and services.† But like other fields of study this topic also remained under debate by variety of scholars and researchers in all parts of the world. The word of consumption attracted the attention of researchers and marketers who kept on trying to comprehend the meanings of this idea of â€Å"consumption†. While reviewing books and literature another good and wide-range definition of consumption given by Caru and Cova (2007) in the following words â€Å"Consumption is an activity that involves a production of meaning,  as well as field of symbolic exchanges.† The author elaborates this definition by mentioning that consumers do not consume products but they consume the image and meanings associated with the product and they think that it is mandatory that an object or services should fulfil certain functions. Those functions should meet and better to exceed customers expectation. If it failed to meet their anticipation then they will drop the idea of repurchase of that particular product or in case of services they will avoid to consume or avail that particular service. Simultaneously it is also said that consumption behaviour also refers to single use of a product like a soft-drink can or one can consume a product repeatedly like mobile phone or automobile. This concept of consumption behaviour also covers the issue of disposing off a product ( (Noel, 2009). Like in case of soft drink can or other single used items a general trend emerged over a period of time is that customers prefer those products whose packaging is reusable or can be recycled. But in case of mobile, automobiles, computers customers often sell those products after making multiple use of it. Consumption deals with the variety of question as it is mentioned by Schiffman and Kanuk (2007) like what to buy, when to buy, why to buy, from where to buy, how frequently they should buy, and the question of evaluation that purchase. Simultaneously the impact of evaluation on future purchase and disposing it off are also two important concerns of consumer. 1.1.2 Types of Consumption Schifman and Kanuk (2007) also highlighted two different kinds of consuming entities which deal with the consumption behaviour. The first term is personal consumption which can be defined as when good or services are bought for personal use , for household consumption or to exchange it with someone in shape of a gift. In the mentioned contexts the products are brought for final use by individuals who are referred as end users or ultimate consumers. The second category of consumers is termed as organizational consumption. It includes purchases made by profit and non-profit businesses, government agencies, and institution, all of which must buy products, equipment and services in order to run their organizations. Although both mentioned categories are of great importance but in this writing my main objective will be personal consumption. As consumption by end user is the most pervasive of all types of consumer behaviour as it involves every individual, of every age and background, in the role of either customer or user or both (Schifman and Kanuk 2007). It has been revealed from prior consumer spending studies that individuals consume in a specific way and that particular consumption behaviour is in practice due to certain factors like life style, self-image, upbringing and family structure (Martin Bush, 2000; Penman McNeill, 2008). There are some other factors which influence the Consumption Behaviour of young consumers which are parents and grandparents (McNeal 1997), parents income (Page Ridgway, 2001) and parents decision making style (Jay 2005; Elder, 1969). The mentioned factors highlighted the multi-dimensional role of parents. But the role of brands (Page Ridgway, 2001; Doston Hyatt, 2005; Bacca, 2005), consumer socialization (Razak 2003; Gil 2007; Gronhoj, 2007) and advertising (Bacca, 2005; Spero, 2004) may also not be neglected. 1.1.3. World Consumption Statistics The word â€Å"consumption† is synonym to â€Å"spending† or â€Å"expenditure†. So using this synonym, in order to quantify the consumer consumption into US $ following table best explains consumption in different parts of the world. The mentioned figures are for the year 2009. From the above table it can be easily inferred that consumers spend US $ 34,050 billion on mentioned below categories. This amount when converted in trillion it becomes almost US $ 34 trillion. This huge spending is almost 11 times more than USA total budget figure which was exactly 3.1 Trillions (http://www.whitehouse.govt, 2009). So this huge consumption creates my interest to study the factors which are reason of this huge spending. From the above table it is evident that consumer consumption in Asia Pacific is at number 3. Such a high consumption is of great interest for not only academicians but also for marketers. 1.1.4. Malaysian Public university students Consumption Behaviour According to Ministry of Higher Education website (accessed on 2011) there are total twenty public and twenty four private universities in Malaysia. The total enrolment according to MOHE (2007) in public universities is 382,997 Out of this total number 247,881 students which becomes almost 65% registered in undergraduate degree programs. It is consensus by Li, Jiang, An, Shen and Jin (2009) Komarraju, Karau and Ramayah (2007), Penman and McNeill (2008) and Feltham (1998) all are agreed that Young Consumers who are also called as Geberation Y are students. It is also agreed that young consumers fall within the age bracket of 18-24 years. As fas as Malaysia is concerned the total population of Malaysian Youngsters in 2007 was around 5 million which was almost 19% of total Malaysian population (Euromonitor International, 2010). Zainurin, Ahmed and Ghingold (2007) focus on the Malaysian young consumers attitude towards shopping malls. It is highlighted by the authors that Young Malaysian s spent a significant proportion of their monthly expenditures in shopping malls. The sources of income highlighted by Zainurin et. al. (2007) are scholarship or study loan, sponsored by parents, self sponsored and others. But Kamaruddin and Mokhlis (2003) mentioned that the major proportion of spending by young consumers is on clothes, make-up, food, sports equipment and entertainment. In the same article Kamaruddin and Mokhlis (2003) discussed young consumers consultation with parents and concluded that Chinese young consumers as compare to Malay are less likely to interact with their parents. But in case of Indians they are more likely to interact with their parents and less likely to interact with peers in consumption matters. But it will be of great interest to find out that what is consumption behaviour of Malaysian young consumers. As it is mentioned in a report compiled by PricewaterhouseCoopers (2004/2005) Malaysian households spent their high percentage of income on food, groceries and personal care items. But less had been researched on consumption behaviour of young consumers in Malaysia. The Malaysian young consumers is now well aware of products as they are more exposed to Information Technology. Their information due to frequent use of internet along various other factors like socialization, advertising, etc. establishes good awareness of marketing strategies among them. This trend of spending by Malaysian young consumer needs to be further explored. 1.2. Problem Statement As it is mentioned earlier that according to Euromonitor International 2010 the Malaysian Generation Y is about 5 million in 2007. This is also evident from above discussion that Generation Y has more disposable income (Eisner, 2005; Hongjun, 2006; XU, 2007; Henrie Taylor, 2009) to spend on variety of products. So keeping in view, the above mentioned facts Generation Y is a lucrative market for producers. Obviously their consumption behaviour is influenced by different factors and variables. It should be interesting to explore the main contributors towards consumption behaviour of Malay Generation Y. The industry like electronics, telecom, consumer products etc. whether fulfil their requirements or do they still fail to meet this Malay Generation Y expectations. It is really of great concern to study that the consumer skills or knowledge which they acquire during their childhood and teenage whether lasts with them for long time or does it keeps on changing during their adulthood. So through this study, I intend to highlight the factors and variables that influence the consumption behaviour of Malay Generation Y, which is relatively under-researched in Malaysia. 1.3. Study Objectives The general objective of this research proposal is: To identify general consumption behaviour of Malaysian public university students registered in undergraduate degree program. Whereas under the light of primary objective following are other objectives which will be achieved: To explore differences in the consumption behaviour among the three communities Malay, Chinese and Indians. To determine factors that influence consumption behaviour of Malaysian public university undergraduate students. To prepare recommendation for developing marketing strategies for Malaysian public university students. 1.4. Research Questions RQ. 1. What is the consumption behaviour of Malaysian public university students registered in undergraduate degree program? RQ. 2. What are the differences in consumption behaviour among all three communities i.e. Malay, Chinese and Indians? RQ. 3. How significant each factor in influencing consumption behaviour of Malaysian public university students? RQ. 4. What are good recommendations to develop marketing strategies for Malaysian public university students? 1.5. Significance of the Study It has been estimated by US Census Bureau (2010) that more than 17 % of total world population falls within the age bracket of 15-24 years. This age bracket is about 1.14 billion and it was mentioned by Xu (2007) that this age bracket is wealthiest group. As far as Malaysia is concerned, according to Euromonitor International (2010) the population among this age bracket was 5 million in 2007 which became almost 19% of total population. This age bracket normally are part of universities. It is mentioned by Walsh and Mitchell (2005) that education improves analytical skill so through this study I intend to study the students registered in variety of educational degrees from certification/diploma to PhD programs so that their consumption behaviour can be explored. This particular group has more disposable income (Eisner, 2005; Hongjun, 2006; XU, 2007;Henrie Taylor, 2009) as compare to the generation of parents and grandparents. Simultaneously they have less saving spirit as compare to Generation X. To study the consumption behaviour of Generation Y is of great interest as most of the Malaysian studies conducted in shopping malls and authors always studied the way this age group shop. In addition to this they are always studied by combining with teensor tweens. So through this study I will solely study consumption behaviour of Malaysian Generation Y. 1.5.1. Academic Perspective So far lot of studies had been conducted about the behaviour and attitude of Malaysian consumers in shopping malls like grocery shopping by Miranda and Jegasothy, a study of Malaysians behaviour in shopping malls conducted by Zainurin et. al. (2007) etc. But I failed to find any study which is solely targeting Malaysian young consumers. There are studies where main focus was exploring single variable like television viewing by Ghani (2004), culture studied in context of service quality by Kueh and Voon (2007), ethics in consumption studied by Chai and Lung (2009). In the light of above mentioned facts the main focus of this study will be consumption behaviour of Malaysian young consumers. The study will be a food for thought for academicians which will further enhance the existing body of knowledge on the consumption behaviour of young Malaysian consumers. The significance of factors that influence consumption behaviour of young consumers definitely opens new horizons and helps the researchers to broaden the scope from studying attitudes of young consumers in shopping malls to the general consumption of Malaysian young consumers. 1.5.2. Industry Perspective Young consumers are always a great mystery for producers of products. It is really challenging to fulfil their fast changing taste, needs and choices. This study will definitely give a more coherent and clear picture of the factors that influence young Malaysian consumers consumption behaviour. Through this study it will be explored that how Malaysian Generation Y undergo the four steps mentioned in the definition of consumption behaviour which are pre-purchase evaluation, finalizing and making purchase of product, using of product and disposing off product. Through this study the consumption behaviour among three ethnic groups of Malaysia will be explored so that a clear and specific distinction of consumption behaviour among these three groups can be researched which will definitely useful for marketers for developing marketing strategies. Chapter two 2.1. Literature Review For this study I would like to start my discussion by highlighting the importance of marketing. 2.1.1 Marketing and its Importance In Forbes it is mentioned by Trout (2006) that it has been long ago that Peter Drucker, the father of business consulting, made a very profound observation that has been lost in the sands of time which is: Because the purpose of business is to create a customer, the business enterprise has twoand only twobasic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. This concept of marketing is far beyond offering and creating of products and services. Its a matter of customer creation. It deals that how relationship can be established with customer and the ways through which these relationships can be strengthen. It also addresses to certain other critical issues like; How a loyal customer can be created? How product inclusive of goods and services can be innovated? Before discussing this concept in detail it is better to present certain definitions of marketing: Marketing in the words of Kotler, Armstrong, Ang, Leong, Tan, Hon-Ming (2009): â€Å"The process by which companies create value for customers and build strong customer realtionships in order to capture value from customers in return.† Another definition of Marketing given by American Marketing Association mentioned by Cooper and Schindler (2006) is: â€Å"It is an organizational function and a set of processes forcreating, communicating and delivering value to customers and formanaging customer relationships in ways that benefits the organizationand its stake holders† Aaker, Kumar and Day (2001) define marketing in the following words: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. The marketing concept requires customer satisfaction rather than profit maximization. It is evident from all mentioned definitions that customer is the main focus of each producer and service provider. As it is highlighted by Levitt in 1960 that industry should focus customer- satisfaction process rather than a goods producing process. He emphasized that all producers should understand this philosophy as industry begins with the customers and his/her needs not with the patents or copyrights, neither it starts with raw material or a selling skill. The idea which was presented around 50 years back is still valid and nowadays this main issue is a core concern by all the companies. The Druckers philosophy about business enterprise is very well comprehend by saying that marketing and innovation are two basic functions of business. The idea of marketing keeps on emphasizing that how customers confidence can be won. The companies from USA to Australia, the organizations operating in Africa, the enterprises offering their products in Asia Pacific and regardless of product variety as well as geographic location all are trying hard to satisfy the fast ever changing consumer needs, wants and requirements. Peter and Olson (2008) highlighted that companies are making changes to serve their customers. They have highlighted three reasons of these changes. The first reason of bringing the changes is the dramatic success of Japanese companies such as Toyota and Sony who give ample attention to their consumers and give them value-laden [5] products. This idea spurred other companies philosophies and influence them to prioritize customers taste, needs and wants. The second major reason is the dramatic increase in the quality of consumers and marketing research. In the past although companies conduct surveys and receive feedback from customers which was occasional and not so frequent. But today Information Technology made it easy for retailers and manufacturers to keep the track of customer reactions towards product and services. The third main reason of prioritizing customers taste is the development of internet as marketing tool. As internet is a tool to through which information about products can be shared with vast majority. 2.1.2. Consumer Behaviour Variety of writers like Kotler (2008), Engel, Black and Miniard (1995), Mclver and Naylor (1986), mentioned that understanding and adapting to customer motivation and behaviour is not an option but it is life blood for the survival of companies in this modern world. And this term or subject bring tremendous change in organizational set up. According to McNeal (1982, p. 8) â€Å"consumer behaviour is the preparation for purchase, the purchase act and the use and disposal of those things purchased.† McNeal (1982) also highlighted the three stages for the act of consuming which are (1) pre purchase behaviour, (2) purchase behaviour, (3) post purchase behaviour. The author mentioned that most of the time researchers or writers overlook pre purchase behaviour but that is the stage which cannot and should not be overlooked. While defining â€Å"consumer† author elaborated that consumer is the person who undergo through all mentioned three stages for his benefit or for the benefit of others. So in consumer behaviour the three stages mentioned by McNeal (1982) are integral. And whenever a consumer spends money whether on good or on services he/she has to undergo these three stages. Another definition of consumer behaviour given by East (1997) â€Å"consumer behaviour is about human responses in a commercial world; how and why people buy and use products (include both goods and services), how they react to prices and other promotional tools and what underline mechanisms operate to help and hinder consumption.† 2.1.3. Consumer Behaviour: Bridge the Gap between Producer and Consumer Above mentioned definitions, considered the discipline of Consumer Behaviour as a bridge between producers and customers/consumers. Like commercial world where producers advertise and share the information about the products they are offering to the market and response shown by the customers or consumers can be positive or negative. The positive response of the customer or consumers resulted in the shape of increasing sales, revenue for the company, satisfaction and trust on a particular or all products by a company. But a negative attitude can be like not purchasing the product of a company, shown distrust or sharing negative beliefs about a companys product to others. Simultaneously, the definition also shed light on another important aspect help to study the mechanisms, behaviour or attitude of customers or consumers under the influence of which they stop buying the product or any change in the attitude of customers/consumers towards a product. After discussing the definitions of Marketing and Consumer Behaviour one thing is evident that creation of value for producers and marketers are of core concern. This creation of value is integral and most critical phenomenon for marketers. Value is defined by the customer not by the supplier in the factory or it can also be defined that value is not what the producer puts in but what the customers get out (Khalifa, 2004). So this creation of value should be addressed and deal professionally as if it fail to meet or exceed customers satisfaction than he/she will jump to alternate or competitor. 2.2. Consumption Behaviour in Different parts of The World Consumption is lifeblood of each individual. Consumption can be termed as a process or a phase through which each and every individual of each nation has to undergo (Raijas, Lehtinen, Leskinen, 2010; Kamaruddin Mokhlis, 2003) or consumption is a mean to express and create self identity (Phau Woo, 2008) or consumption is ruled by sports celebrities (Dix, Phau, Pougnet, 2010). So a lot of factors that influence consumption are researched, studied and comprehended in variety of studies. How individuals undergo consumption in different parts of the world are mentioned below: 2.2.1. Consumption Behaviour: American and Canadian Perspective It is highlighted by Moschis and Churchill (1978) that early sociologists speculated that young people learn most of the basics of consumption from their parents. It is interestingly a very valid fact even in this age of information technology and in this world which is called as global village. Parents are still considered as the most valuable, reliable and modest source of knowledge regarding consumption behaviour. Even young consumers not only consider them as ready source of knowledge but even when young consumers start living alone they still consult their parents whenever they have to make any purchases. It was highlighted by Feltham (1998) that primary groups have stronger influence on consumption. Parents are one of the most strongest part of this primary group. Generally it has been observed, researched and mentioned that generally parents are considered as strongest and comprehensive source of knowledge and they have greater influence on the consumption behaviour of their d escendents. Felthams (1998) finding that males are less likely to discuss about consumption with parents and if they do they receive lesser reinforcement but this trend is quite opposite in case of females where they openly and comfortably discuss about consumption with parents and simultaneously they receive positive feedback as well. This finding of Feltham (1998) is consistent with Moschis, Moore and Smiths (1983) results. It is mentioned by Clark, Martin and Bush (2001) that parents are role models for their children in consumption and the way parents educate their children about consumption, brand and other spending activities it lasts with them for quite a long time. 2.2.2 Consumption Behaviour: European Perspective It is highlighted by Rolfe (2005) that young consumers in UK are living with their parents and they are provided with all the necessities but the parents of this Generation Y has more disposable income as compare to the generation of 1960s and 1970s. On the basis of this factor Generation Y are more interested in Branded and expensive items. This fact is highlighted and mentioned by Gronhoj (2007). Both positive and negative experiences teach young people how to direct their future decisions on spending. At the same time, they learn that good intentions can be lost to temptation, and consumer goods and/or services may not be rationally controllable. According to Gil, Andres and Salinas (2007) repetitive consumption of brand establish a loyalty of brand among children and it last with them even when they start living alone. They stick to that brand and loyal to its features. It also mentioned that memories associated with that brand also stopped them from switching the brand. It is fact mentioned by Gil, Andres, and Salinas (2007) that when young consumers start living alone they carry the experience of consumption with them which they learn while living with their parents. They take the same learned consumption behaviour with them which is shown by their parents and which they experience during their stay with their family. As per Gronhoj (2007) young consumers not only spend increasing amounts of money on consumer goods but they exert considerable influence on the consumption choices of the rest of the family. Media through advertisement also shape up the consumption behaviour of these young consumers. Bravo, Fraj and Martinez (2007) highlighted that whenever young consumers faces some new consumption situation which they never encounter earlier they contact their parents. In most of the cases parents kept on giving them suggestions even when they start living alone. It is also realised that young consumers consult their parents more frequently when they start living alone than during their cohabitation. Even the product quality is also dependent of the parents usage, suggestion and recommendation. Schloffer, Maloles III and Chia (2009) mentioned that Generation Y is very well informed generation. They start using computer, internet and other electronic gadgets from the early part of their lives which not only enhance their knowledge for products but also it polishes their thinking capabilities. Internet is a tool for them who helped them in making purchase decisions. They are brand conscious and fashion oriented generation. But simultaneously they are criticised as poor financial planner and considered as they have very low financial skills. In Finland it has been noted and written by Raijas, Lehtinen and Leskinen (2010) that technological and economical institutions facilitate and encourage consumption by offering credit to consumers. These financial institutions are offering credit cards, mortgages, personal loans, etc. Young consumers are availing these credits facilities mainly for two reasons: one is for setting up their own homes and secondly they want to raise their social status. Consumption on mentioned factors leads this Generation Y towards increase their consumption and in some cases this consumption is more than their income which becomes critical and have adverse impact of the countrys economy. Bouzaglo and Moschis (2010) mentioned that in some countries and culture the show off becomes trend and people especially young consumers showed it in their consumptions. They purchase products which are classified as speciality products so that they can have separate identity and considered as status oriented and fashion driven. But in countries like France it is the culture that money and possessions should be kept in secrecy. It is also mentioned by Bouzaglo and Moschis (2010) that in case of dislocated families young consumers heavily rely on peer communications and media. In this case the important role of parental communication about consumption is missing and these young inexperienced consumers may lead towards excess consumption. 2.2.3. Consumption Behaviour: Asian Perspective According to Hongjune (2005) young consumers always try to experience new things. They are very experiential and innovative. When they are associated to a group of friends then their liking and disliking should be aligned with their peers. If they failed to do so then they have feeling that they will be dropped by their peers. Even in purchasing products they are very careful about the groups opinion with regard to the brand, colour, and features of product. Simultaneously in Singapore it is mentioned by Hongjune (2005) that Generation Y of Singapore has seven pockets. Parents, grandparents from maternal and paternal side and now part time work is also considered as respectable source of income. The income from part time work is sometimes saved but most of the time it has been observed that they kept of spending and the saving spirit is not like their parents or grandparents. Hsu and Chang (2006) on the basis of findings by Moschis and Churchill (1978) mentioned that socialization has an enormous impact on the consumption behaviour of individuals. There are three important and integral socialization agents which are parents, peers and media. Among these three parents are considered as one of the most critical and

Sony Aibo Case Study

Sony AIBO case analysis AIBO, a robotic dog doesn’t do anything useful at all, but provides â€Å"entertainment† by stimulating some of the personality characteristics of a pet without the inconvenience of a real animal. According to Toshitada Doi, Sony’s leading computer engineer, AIBO is a computer that provides love and healing for people. The first generation ERS-110 can imitate dog’s behaviors, â€Å"see†, show â€Å"emotions†, â€Å"learn† and evolve â€Å"personality†. The second generation ERS-210 has voice recognition and more dexterous.The new AIBO came with new software options as well. After adding wireless LAN technology, Sony has unveiled its new â€Å"entertainment architecture†, dubbed OPEN-R, which provided third-party developers with the ability to create any number of software applications as well as hardware modules. Though priced at whopping $2,500, $1,500 the second generation, Sony’s profit m argin on the AIBO was close to zero. It is the software applications and hardware modules developed by Sony and third-party developers that makes money for the company.AIBO has created such a stir that only two products had in the history of Sony: the original Walkman and the Playstation game console, far exceeding the developers’ expectations. It is such a success in Japan; the American market is not that hot. Par of the reasons were the culture differences between these two countries. In Japan, many people live in small apartments where real pets are not allowed. And Japan has a large elderly population, to whom a companion without any inconvenience is perfect.Besides, robots in Japanese culture are heroes and Japanese are so fascinated about high-technology while to older Americans, too lifelike technology is dangerous and threatening. Apart from the culture elements, most customers were confused of what Sony was selling. The confusion was compounded by the release of a nu mber of low-end knock-offs. The performance of five years’, six prototypes’, and millions of yen’s outcome, AIBO, is so obviously superior to those cheap imitations, it is difficult to consider these knock-offs â€Å"competition†.At the other end of the competitive spectrum are robots that can â€Å"do something†Ã¢â‚¬â€ perform â€Å"serious† household tasks. Admitting that these types of â€Å"functional† robots were much easier for Americans to understand, Sony has provided new software applications so that AIBOs can read emails and pre-selected websites and owners can remotely control their AIBOs’ movements. With more and more software applications and hardware modules being built on the base of OPEN-R technology, the possibilities are really limitless.As to broaden the American market, I think several questions should be considered before making the decision of whether Sony should begin mass advertising. What is the popula rity of AIBO in America? What are the main concerns that stop Americans to reach into their pocket to pay for an AIBO? Standing in the Americans’ shoes, what do they want from a robot dog? Will sales of AIBO be stimulated by the mass advertising? Is the return going to be enough to cover the cost of mass advertising? Which medium might be the best way to touch the audiences?Further analysis of American market and culture should be done before making the decision. Since Sony has created AIBO Town, a magazine for AIBO devotees, and Cartoon industry is very mature in Japan, AIBO cartoon, AIBO comic books, AIBO video games and a series of AIBO related products can create infatuation with the robotic dogs, and the popularization of robotic dogs, vice versa, will promote the sales of the derivatives. The possibilities of AIBO are limitless. With more and more applications developed, AIBO can be a functional companion.For instance, AIBO could be used to guide blind people, the senso r can get information of the owner’s health condition when he/she touches an AIBO’s head, AIBO can play music, the owner can monitor his/her house when traveling, AIBO can work as a projector, etc. The price of the AIBO can not be much lower than the cost of manufacturing cost, or the margin profit. As AIBOs are equipped with more and more functions, people have a clearer understanding of what Sony is selling and are more willing to pay for them.

Dracula: Barrier of Sanity vs. Insanity Essay

The setting of Bram Stoker’s Dracula is in the late nineteenth-century London, where the flourishing of technology is replacing people’s belief of the old superstitious ways. The characters in this novel experience contacts with the supernatural beings that is unable to be proven even by the most advanced technology at the time, which leads them to doubt their own sanity. However, the progression of the novel proves that peace is restored into the characters’ lives after their doubts and confusions about what is reality and who is really mad. Ultimately, the categorization of the sane against the mad is unnecessary since the distinguishing factors shown in the novel are ambiguous. Subsequently, no characters can truly be justified with being labelled as one type over the other. While certain characters in the novel, most notably Renfield, are placed in mental asylums for displaying mad or unstable behaviours, it does not qualify them to be categorized as mad sinc e the non-institutionalized characters undergoes irregular and unstable behaviours as well. These characters must go through their own forms of insanity to access the entirety of the truth that Dracula brings upon them, and thus they behave in ways similar to what is considered to be insane. The alternative reality Dracula brings into the logical and civilized London society can only be accessed by the characters through their own forms of insanity. Insanity is a psychological state of the mind being deranged and arousing irregular thoughts or actions (Barber 505). Sleepwalking is a form of psychological disorder resulting from troubled thoughts (Anitei). It is also thought to be a method of interacting with spirits from other realms (Anitei). During Lucy’s sleepwalking experiences, â€Å"her intention†¦disappears†¦for as soon as her will [thwarts] in any physical way† (Stoker 93). This shows that she only expresses her intention of meeting Dracula through an unnatural method. Similarly, when Jonathan â€Å"has had some fearful shock†¦Ã¢â‚¬  ( Stoker 108) from his experience in the castle with Dracula, he can only speak about it through nonsensical and insane ways to the sisters that took him in because not all of reality can be understood with logic and reasoning. Even Mina, whom â€Å"the good God fashioned† (Stoker 253) himself, still only connects with Dracula through abnormal behaviours shown by the quote: â€Å"She [has] risen, as if impulsively†¦and [raises] both hands, palms upwards, as if lifting a weight† (Stoker 374). All these characters acknowledge the existence to vampirism and Dracula’s powers through irregular behaviours, which shows that it is within human nature to use insanity as a form of psychological relief from the difficult reality. Asides from accepting the threats that Dracula presents, the characters continue to behave in characteristic commonly deemed as insane such as being emotionally unstable, and odd. Quincy Morris, who is known for his logical leadership skills, for he â€Å"has always been the one to arrange the plan of action† (Stoker 331), expresses passionate outbreaks when his mind is unable to tolerate the displeasing reality. He loses self-control and cries to his companions that â€Å"[He] shall not wait for any opportunity. When [he] see that box [of dirt he] shall destroy the monster, though†¦[he] is to be wiped out for the next moment (Stoker 356). Jonathan shows similar behaviour when he pities himself for living such an unfortunate fate of having a wife that is contaminated with â€Å"the vampire’s baptism of blood† (Stoker 350). He loses his pride in front of his friends and â€Å"[flings] himself on his knees beside her†¦and [hides] his face in the folds of her dress† (Stoker 355). He even openly admits that â€Å"[his] emotion [is] too great for even the relief of tears† (Stoker 355). Being unable to contain emotion is equivalent to admitting defeat to manhood and dignity, which men place at high values at the time. The fact alone that Jonathan freely gives up on these qualities by exposing his emotionally unstable behaviour irregular, so being irregular as well as unstable shows that he can be qualified for being insane. Lastly, the character Van Helsing, who is the wisest among the pack of friends, also â€Å"[gives] away to a regular fit of hysterics† (Stoker 186) when staying calm and logical is not satisfying enough to express his current situation. If even the wisest man can act unstable, then it shows that the average, sane, citizens habiting in Britain can also lose self-control, and act insane at times. At the same time, the less mentally stable characters are able to demonstrate philosophical thoughts and reasoning, very similar to the other educated and non-institutionalized characters. This is most notable for the character Renfield, who is a patient at the mental asylum operated by Jack Seward. Renfield is able to speak with proper reasoning when he chooses to, and descriptio ns regarding Renfield often results in the use of paradox or other forms of contrast. When Renfield feels there is the need, he will engage in proper conversations regarding theories and historical allusions. During the time that he is persuading his doctor, Seward, to release him from the asylum because he feels that he is a endangering them, he uses proper persuasive strategy to express his goal. He first recognizes that his target audience is not Seward alone, since his friends Morris, Lord Godalming, and Van Helsing are also present. He immediate decides to appeal to his audiences’ pathos by praising their honour and background. He alludes to the Declaration of Independence and the Monroe Doctrine of the United States when he compliments to Morris that â€Å"the power of the Treaty may yet prove a vast engine of enlargement, when the Monroe doctrine takes its true place as a political fable† (Stoker 263). Being the madman that he is labelled as, he proves to have a vast amount of knowledge by referring to information from outside of his home country. Following the statement, seeing that it is not enough to win over his audience, Renfield attempts to appeal to their logos by expressing a philosophical statement that â€Å"when an individual has revolutionised therapeutically†¦conventional forms are unfitting, since they would seem to limit him to one of a class† (Stoker 263). This type of behaviour with strategic and logical response is certainly uncommon for individuals deemed as insane, so it ironically questions the sanity of the people who brought him to the asylum in the first place. In addition, when describing the character Renfield, Stoker often uses contrasting devices to heighten the true quality of this character. After Renfield’s attempt to persuade them, Morris comments with the use of paradox that â€Å"[Renfield] is about the sanest lunatic [he] ever [sees]† (Stoker 267). Also, even Seward is astonished by Renfield’s impressive behaviour that â€Å"[he] at once [makes] the introduction† (Stoker 262) for Renfield and his friends, addressing Renfield as â€Å"Mr. Renfield† (Stoker 262). This can be contrasted to an earlier diary entry made by Seward when he refers to Renfield as â€Å"R.M. Renfield, aetat 59† (Stoker 65), showing that Renfield is nothing other than a subject of study to the doctor. This shows that Renfield is capable of both expressing himself freely as well as with proper manner, and that he changes between the two at will to fit the situations he occurs in. This puts the appropriateness his treatment in question, since his behaviour contradicts the way he is expected to behave. Overall, Renfield’s behaviour can be concluded with Seward’s alliterative paradox that â€Å"there is a method in his madness† (Stoker 74). With this in mind, the parallel between the sane and insane characters can be seen through the similarities between Renfield and Seward. Seward is known for his unique diary keeping style of recording his oral recounts of daily events on a phonograph. He does so because â€Å"to write with a pen is irksome to [him]† (Stoker 365), since he likes to make sure every detail is being recorded without the troubles of having muscles cramps. It is Seward himself that recognizes this similarity between his patient Renfield and himself: â€Å"He [closes] [his] daily account most accurately† (Stoker 76). Also, both of these characters display strong faith towards people they trust despite external influences. Renfield shows strong devotion and loyalty towards Dracula because of his belief that Dracula is able to fulfill his desire of consuming lives. He recognizes that Dracula is harmful in nature, but still remains loyal to him. At the same time, Dr. Seward keeps a blind faith towards his old friend Van Helsing purely because he trusts the professor’s wisdom from his experiences. At times, Van Helsing’s conclusions are too abstract for Seward to comprehend, but he never fails to obey and aid him to the best of his abilities. The nature of these two characters’ relationship intently sets them to have contrasting sanity levels, however the similarities between their habits and attitudes contradicts this, which shows that the state of sanity cannot be accurately placed upon an individual even despite their occupation. Through the supernatural experiences through course of the novel, Seward comes to the conclusion that: â€Å"[he] sometimes think [they] must be all mad and that [they] shall wake to sanity in strait waistcoats† (Stoker 295). Being the scientist that Seward is, the most significant character change he undergoes is that he opens up his mind and learns to accept new things. The significance of his conclusion is that the sanity of people is not always what others think it should be. He does not deny the possibility that he can, in fact, be mad, just as how Renfield is able to calmly declare his perfect sanity: â€Å"I am no lunatic in a mad fit, but a sane man fighting for his soul† (Stoker 266). The confusion of how Seward is the psychologist and how Renfield is his patient is again aroused, which shows that these characters does not fit the one state of sanity labelled on them. All the characters are able to demonstrate traits of being mentally unstable as well as being reasonable and logical. The barrier between sanity and madness is then blurred as the sane and mad behave in very similar ways and shows that same attitude towards their interests. Since â€Å"all men are mad in some way or other† (Stoker 128), it becomes unreasonable and unnecessary to strictly place an individual under either one of these categories. Note to self: http://news.softpedia.com/news/The-Causes-of-Sleepwalking-85332.shtml

Imperialism And Its Effects On America - 860 Words

Imperialism is the acquisition of new territories by a state and the incorporation of these territories into a political system as subordinate colonies (Tignor G-12). Under imperialism, stronger nations attempt to create empires by governing fragile nations; economically, politically, culturally, or military. The reason why this imperialism grew in Africa and Asia was because of economic factors, nationalist factors, military factors, and humanist factors. Not everyone agreed with imperialism, the people who disagreed were called anti-imperialist. The race for power was the force behind this new imperialism, as it created not only the need for Europe and other countries to expand, but the power to successfully take and profitably maintain so many colonies overseas. Even though Europe was able to take over so many colonies, the amount of influence Europe had within these regions was minimal. The Europeans urge to â€Å"civilize† these colonies was never for the good of the inhabitants. As seen before when the Europeans wanted to civilize India and the way of their lifestyle were by force. Creating armies, the Criminal Tribe, and the complete deterrence of a practice the Indians did in their religion. Not only was Europe an imperial power, but there was also Russia, France, the Dutch, and the United States (Tignor 644-648). Each country in Europe wanted to be part of the imperialistic race, and this led to the destruction of many African cultures (Tignor 647). Europe created aShow MoreRelatedImperialism And Its Effects On America1370 Words   |  6 PagesCrisis October 2015 Imperialistic Racism Imperialism is nearly unheard of today, because historically it emerges from and promotes racist ideologies. Though some would argue the practice is progressive, the accomplishments of Imperialism are enormously out-weighed by the damage it has done. 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