Marketing Plan Of Coca Cola Company Marketing Essay

Marketing Plan Of Coca Cola Company Marketing Essay Introduction: Coca Colas path to nearly universal recognition as a consumer product began by means of a peddler of patent medicines in Atlanta, Georgia in the year 1886. This individual one John Stith Pemberton had an ingenious idea. Why sell 75 pennies or Pound medicine bottles? This was a marketing strategy limited to the sick. Why not sell a single serving for a nickel? In the Deep South of the U.S. everyone might afford 5 ¢ for a cold invigorating soft drink. The nickel Coke was born. At the time, no one might have predicted that it would be almost 1960 before the nickel Coke was finally gone. (Allen, 1994) Today, if one scans the economic literature on price rigidity, he/she will find documented cases on how a number of prices seem to be sticky for significant periods of time. For example, Bergen, 2002 examines data on magazine prices plus finds that their prices transform regarding every 3-6 years. Using the Bergen, 2002 transaction price data, Bergen, 2002 finds that, It is not unusual in a number of industries for prices to individual buyers to remain untransformed for several years Bergen, 2002 studies catalogue prices of 12 retail goods over a 35-year period plus reports that the average time flanked by price transforms is regarding fifteen months. Blinder, et al. (1998), presenting detailed survey evidence as of U.S. firms, concludes that the average lag of price adjustments following supply or demand transforms is 3 months. Bergen, 2002 studies apartment rental prices in the U.S. using the Annual Housing Survey data, plus finds that over the period of 1974-1981, flanked by 23 as well as 34 percent of the apartments had no transform in nominal rent as of one year to the next. The study by Bergen, 2002 examines the frequency of price transforms for 350 categories of goods as well as services covering regarding 70% of consumer spending in addition to documents frequent prices transforms, by means of half of prices lasting less than 4.3 months. (Bergen, 2002) On the other hand, the price of a serving of Coca-Cola did not adjust to supply or demand transforms for over 60 years, plus the nickel Coke did not entirely disappear as of U.S. markets until 1959 Over 70 years! The contrast is of an order of magnitude to say the least! Our goal in this paper is to study this unusual episode of price rigidity in detail as well as try to explain it. Understanding what appears to be one of the most long-lasting nominal price rigidity phenomena of the 20th century is valuable for several reasons. First, the Coca-Cola Business is one of the most successful in addition to documented producers of a consumer good in the world. Second, over most of the time period covered in this study, the soft drink industry was a non-negligible part of the U.S. economy. For example, as of 1945, the bottled non-alcoholic carbonated beverage industry had a nominal production value of  £579 million, or 0.26 percent of the  £222 billion Nominal GDP.4 The Coca-Cola Busine ss had a 50 percent plus market share of the industry, making its contribution alone economically significant, regarding 0.13 percent of the GDP. (Zbaracki, 2002) Marketing Strategy: Coca Colas spends loads on advertising however; the theme should be how to use it more effectively so the advertising program is simple.   Coca Colas should do direct mail, banner ads, and inserts, by means of inserts in the Register Guard likely to be the most successful of the campaigns.   Mission Coca Colas mission is to provide the customer the finest drinks as well as dining experience.   We exist to attract and maintain customers.   When we adhere to this maxim, everything else should fall into place.   The services should exceed the expectations of the customers.   Marketing Objectives Maintain positive, steady, growth each month. Generate maximum sales target each month. Experience an increase in novel customers who are turned into long-term customers. Realize a growth strategy of one store per year. Financial Objectives A double-digit growth rate for each future year. Reduce the overhead per store through disciplined growth. Continue to decrease the variable costs associated by means of food production. Target Marketing The souk can be segmented into two target populations: Individuals: sportsmen Families: during dinners as a popular fizzy drink, ceremonies and other family functions. Combining several key demographic factors, Coca Colas arrives at a profile of the primary customer as follows: Sophisticated markets all over the globe. Meant for all ages. All stores and supermarkets to keep the Coca Cola products on their shelves. Positioning Coca Colas should position itself as a reasonably priced, upscale, drink.   Consumers who appreciate high-quality fizzy drinks should recognize the value and unique offerings of Coca Colas drinks and its different promotions.   Coca Cola positioning should leverage their competitive edge: Product. The product should have the freshest ingredients including fizzy drinks, and might be smoothies and shakes can also be introduced.   The product should in addition be developed to enhance presentation, everything should be aesthetically pleasing. Service. Customer service should be the priority.   All employees should ensure that the customers are having the most pleasant delivery experience (by customer it is meant to mention the retailers and wholesalers).   All employees should go through an extensive training program and only experienced people should be hired. By offering a superior product, coupled by means of superior service, Coca Colas should excel relative to the competition. Strategy Pyramids The single objective is to position Coca Colas as the premier drinks , OR area, commanding a majority of the souk share inside five years.   The marketing strategy should seek to first create customer awareness regarding their services offered, develop that customer base, plus work toward building customer loyalty and referrals. The message that Coca Colas should seek to communicate is that Coca Colas offers the freshest, most creative, health conscious, reasonably priced, drinks.   This message should be communicated through a variety of methods.   The first should be direct mail.   The direct mail campaign should be a manner to communicate directly by means of the consumer.   Coca Colas should in addition employ  banner ads as well as inserts in the Register Guard.   This should be particularly effective for the reason that the Register Guard is a popular local paper that is consulted when people are looking for things to do in the global markets.   The last method for communicating Coca Colas message is through a grassroots PR campaign.   This campaign should leverage personal relationships by means of people on staff of the Register Guard to get a couple of articles written regarding Coca Colas.   One should be as of the trade point of view, talking regarding the opening of the restaurant and the people behind the venture.   This is likely to be run in the trade section.   The second article should be a food review that is what are the different foods a customer feels a fizzy drink is a must, this will help the company to make sure that its products and all the drinks range is available on such occasions which augments its sales;  In speaking by means of several dissimilar retailers plus restaurateurs, significant increases of traffic followed articles in the Register Guard.   For the reason that of this level of effectiveness and low/zero cost, Coca Colas should work hard to get press in the Register Guard. Marketing Mix Coca Colas marketing mix is comprised of these following approaches to pricing, distribution, advertising and promotion, and customer service. Pricing. Coca Colas pricing scheme is that the product cost is 45% of the total retail price. Distribution. Coca Colas food should be distributed through a take out  model where customers can call in their order plus come to the  restaurant to pick it up, come into any restaurant free coke campaign will enable the , place the take out  order as well as wait for it to be completed, or come in and dine at the restaurant. Advertising and Promotion. The most successful advertising should be  banner ads and inserts in the Register Guard as well as a PR campaign of  informational articles plus reviews  in addition inside the Register Guard. Customer Service. Obsessive customer attention is the mantra.   Coca Colas philosophy is that whatever needs to be done to make the customer happy have to occur, even at the expense of short-term profits.   In the long term, this investment should pay off by means of a fiercely loyal customer base that is extremely vocal to their friends by means of referrals. Marketing Research During the initial phases of the  marketing plan development, several focus groups were held to gain insight into a variety of patrons of drinks.   These focus groups provided useful insight into the decisions, as well as decision making processes, of consumers. An additional source of souk research that is dynamic is a feedback mechanism based on a suggestion card system.   The suggestion card system has several statements that patrons are asked to rate in terms of a given scale.   There are in addition several open ended questions that allow the customer to freely offer constructive criticism or praise.   Coca Colas should work hard to implement reasonable suggestions in order to improve their service offerings as well as show their commitment to the customer that their suggestions are valued. The last source of souk research is competitive analysis/appreciation.   Coca Colas should continually patronize local drinks for two reasons.   The first is for competitive analysis, providing Coca Colas by means of timely information regarding other drinks service offering.   The second reason is that local trade owners particularly drink owners, are often part of an informal fraternal organization where they support each others trade. Financials, Budgets, and Forecasts This section should offer a financial overview of Coca Colas as it relates to the marketing activities.   Coca Colas should address Break-even Analysis, sales forecasts, expense forecasts, and how those link to the marketing strategy. Break-even Analysis The Break-even Analysis indicates that  Ã‚ £40,000 should be needed in monthly revenue to reach the break-even point. Sales Forecast The first two months should be worn to get the company up and running.   By month three things should get busier.   Sales  should gradually increase by means of profitability being reached by the beginning of year two. Expense Forecast Marketing expenses are to be budgeted so that they are ramped up for months two through four plus then lower as well as plateau as of month five to month 10. Companys typically have increased trade in the fall.   This generally occurs for the reason that during the summer, when the weather is nice and it does not get dark until late, people tend to eat out less but due to hot weather drinks sell well.   As of months 10-12, the marketing costs should increase again. Controls The purpose of Coca Colas marketing plan is to serve as a guide  for the organization.     Implementation Milestones The following milestones identify the key marketing programs.   It is significant to accomplish each one on time, and on budget. Marketing Organization Kevin Lewis, the owner, is primarily responsible for marketing activities.   This is in addition to his other responsibilities, plus does depend on some outside resources for graphic design work, and creativity. Contingency Planning Difficulties and risks: Problems generating visibility. Overly aggressive as well as debilitating actions by competitors. An entry into the Eugene  souk  of an already existing,  company. Worst case risks might include: Determining that the trade cannot support itself on an ongoing basis. Having to liquidate equipment or intellectual property  to cover liabilities. The concept and product image of Coca Cola should attract 3 dissimilar customer profiles; The student further and further young people have developed healthy eating and fizzy drinking habits. Some in addition go through a health food phase while in college. The health conscious person of any age or sex this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. Curious and open-minded if one tries it, one should like it. Through marketing, publicity, plus word-of-mouth, people should seek out a novel experience and learn that nutritious food can be tasty, fun, convenient, as well as inexpensive. The Competition There are over four dozen companies in the global markets that offer drinks at similar prices. Even though this presents an obvious challenge in terms of souk share, it in addition indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty. Coca Cola should offer an innovative product in a familiar style at a competitive price. The aggressive plans of take-out and delivery should in addition give us an advantage to create a good souk share before the competition can adjust or similar concepts appear. Competitors Profile Competing by means of Coca Cola for the target souk are these categories of food providers: Independent table service companies of similar range and price structure. Chain Commercial foodservice companies serving students directly. Competitive Strategy There are three major manners in which we should create an advantage over the competitors; product identity, quality, plus novelty high employee motivation and good sales attitude Innovative as well as aggressive service options. Marketing Plan Sales Strategy Souk Penetration Entry into the souk has to not be a problem. The store has high visibility by means of heavy foot traffic all day long. The local residents and students always support novel flavours plus the tourists do not have fixed preferences. In addition,  £10,000 has been budgeted for a pre-opening advertising and public relations campaign. Marketing Strategy Focusing on the unique aspect of the product theme (quality fizzy drinks) a mix of marketing vehicles should be created to convey the presence, the image, as well as the message. Print media local newspapers, magazines and student publications Broadcast media local programming and special interest shows Hotel guides, concierge relations, Chamber of Commerce brochures Direct mail subscriber lists, offices for delivery Misc. yellow pages, charity events A public relations firm has been retained to create special events and solicit print and broadcast coverage, especially at the start-up. The marketing effort should be split into 3 phases; 1) Opening An advanced notice (press packet) sent out by the PR firm to all media plus printed announcement ads in key places. Budget  £10,000 2) Ongoing A flexible campaign (using the above media), assessed regularly for effectiveness. Budget  £10,000 3) Point of sale A well-trained staff can increase the average check as well as enhancing the customers overall experience. Word-of-mouth referral is extremely significant in building a customer base. Future plans and Strategic Opportunities Catering to offices (even outside of the local area) might turn out to be a large part of gross sales. At that point sales agent would be hired to directly souk the products for daily delivery or catered functions. Operations Compensation Incentives Coca Cola should offer competitive wages and salaries to all employees by means of benefit packages available to key personnel only. Board of Directors An impressive board of directors should be assembled that represents some top professional as of the area. They should be a great asset to the development of the company. Consultants Professional Support Resources At the present, no outside consults have been retained, excepting the design department at Best Equipment. Management to be Added We are presently searching for a general manager plus executive chef. These key employees should be well chosen and given incentives for performance and growth. Ownership The stockholders should retain ownership by means of the possibility of offering stock to key employees if deemed appropriate. Long-Term Development Exit Plan Goals Coca Cola is an innovative concept that targets a novel, growing souk. We assume that the souk should respond, plus grow quickly in the next 5 years. The goals are to create a reputation of quality, consistency and security (safety of food) that should make us the leader of a novel style of dining. Strategies The marketing efforts should be concentrated on take-out and delivery, the areas of most promising growth. As the souk changes, novel products might be added to maintain sales. Risk Evaluation By means of any novel venture, there is risk involved. The success of the project hinges on the strength plus acceptance of a fairly novel souk. After year 1, we expect some copycat competition in the form of other independent units. Chain competition should be much later. Exit Plan Ideally, Coca Cola should expand to more units with increased supply of drinks in the next 10 years.

Tv Advertising and Consumer Buying Behavior

ABSTRACT Children are important in the family, they make a family complete and they influence a number of decisions made in the family. Children have occupied a big segment in the marketplace, there are more products produced and directed at them. The importance of children in purchase decision making has grown over the years. They not only make purchase decisions for personal consumption but they also influence family purchase decision-making (Kaur and Singh, 2006). However, nearly all studies are based in the western context, like US and Europe.There are few studies focused on the African context, especially in Nigeria. As a result of this, it is important to examine how they influence the decision to purchase products for family consumption. The typology of family communication patterns and social power theory will be used for this study. The study will employ qualitative research using questionnaire to elicit detailed explanation of children’s influence in family purchase decision. Children between the ages 8-13 years are the focus of this research.Key words: family decision-making, children’s role in family decision making, typology of family communication patterns, social power theory. 1. 0 INTRODUCTION Children are important in the family, they make a family complete and they influence a number of decisions made in the family. Today children are not only passive observers but they have taken a considerable place in the families and have a significant influence on parental buying decisions and they have occupied a big segment in the marketplace. Children are consumers in their own right; there are more products produced and directed at them.Because of a growing awareness of the role children play in family decision making on family purchases other than toys and cereals, as well as a realisation that the influence of children in family decision making appears to have grown significantly over the past two decades (Sellers, 1989 as cited by Eka sasi, 2005), increasing attention is being given to children and their role in family decision making (Foxman and Patriya, 1989). There is no doubt that children establish a significant marketing zone and today they have a more important place in the society than their parents ever had.They are not only consumers but have emotional involvement direct or indirect on parents buying decisions. This trend of increased influence appears to emanate from a number of factors, including the greater affluence enjoyed by many households, higher consumer socialisation of children, product type, and the increasing independence given to children due to dual income families and higher divorce rates. Several researchers have also demonstrated how children have been â€Å"socialised to act as consumers† (Kaur and Singh, 2006).Family (parents and siblings), peers, and media are main socialising agents for children wherein family type, parental style and patterns of communication play important roles. However, most of the studies are based on the western context and there are very few studies focusing on Africa, particularly Nigeria due to which this research will be undertaken. As a result of this, it is important to examine how children influence the decision to purchase products in the family in Nigeria. 1. 2 STATEMENT OF THE PROBLEMFamily as a consuming and decision making unit is a central phenomenon in marketing and consumer behaviour. Earlier, research had only focused on the husband and wife’s role where children’s role was ignored (Commuri and Gentry, 2000 as cited by Kaur and Singh, 2006). The importance of children in purchase decision making has grown over the years. It is seen that children not only influence family purchase decision but they also insist their parents purchase the products they desire (Kaur and Singh, 2006). Children’s influence differs depending on the product category and decision-making stage.Age and gender of the chil dren also have a major impact on decision stage and the product category. The role that children play in family decision- making has directed the researchers to study the influence of children. Several researchers have also demonstrated how children have been â€Å"socialised to act as consumers† (Kaur and Singh, 2006). However, most of the studies are based on the western context and there are very few studies focusing on Africa, particularly Nigeria due to which this research will be undertaken.Since Nigerian society vastly differs from the west in terms of family composition, family type and structure, norms, values, and behaviour, it is important to understand children’s influence in the purchase decision making in families in the Nigerian context. The buying power of children in Nigeria will be different compared to the western countries, but still they play the key role in Nigerian families. Children influence family as well as individual purchase decisions. For this reason, detailed study will be done on children’s influence in family purchase decision in Nigeria. . 3 RESEARCH QUESTIONS 1. Does parent-child communication affect the way a child contributes in family decision making process? 2. What strategies do children use in influencing family product purchase? 3. At what decision making process stage do children have more influence in the family? 4. How do parents respond to children’s attempt to influence decisions on products for family consumption? 5. How frequently do children attempt to influence purchasing decisions on products for family consumption? 4. OBJECTIVES OF THE STUDYThe primary objective of this study is to examine the roles performed by children in family purchase decisions with regard to children and family related products and to explore children’s influence in family decision making process in the Nigerian context. However, the specific objectives are: to understand the family communication stru cture and its influence on a child as a consumer; to examine the decision making process and the stage children have the most influence; and to examine parents’ perception of the role children play in family purchase decision-making. . 5 SCOPE OF THE STUDY This study will focus on children’s influence on decision making process in the family as it relates to the purchase of products to be used by the family, family communication structure and patterns and parents perception of children’s influence in family purchase decision making. 1. 6 SIGNIFICANCE OF THE STUDY Family is the basic unit where most individuals learn about product categories and how to consume it. So, understanding family buying behavior is very important.It used to be that husband and wife hold dominant influence in family decision-making process. However, now, their role is changing. Today, children’s role in family decision-making process is also significant. As children are an integral part of the marketplace, this study would help manufacturers of family products, marketers and advertisers to understand the place of a child in the family. Their influence relates to a wide variety of products needed by their family and not just to the items that directly relate to their need.This means that, to market successfully to the family, advertisers must understand children’s role in the decision making process in the family. The result of this research will aid advertisers to better position products to win the hearts of children who will eventually influence their parents buying decision. 2. 0 LITERATURE REVIEW This section is to review what past studies has found on the influence children have on purchase decision in the family. 2. 1 FAMILY DECISION MAKING The family is a major influence in the consumer behavior process.As the basic group, which an individual belongs, the family provides early childhood learning about products and product categories, provides th e opportunity for product exposure and repetition, and sets the consumption unit, the family members. As a major consumption unit the family is a prime target for most products and product categories (Schiffman & Kanuk, 1983). Loudon & Della (1993) as cited by Ekasasi (2005) define the family as a group of two or more persons related by blood, marriage, or adoption and residing together as a household.A number of different types of family exist. The nuclear family consists of a husband, a wife, and their offspring. The extended family consists of the nuclear family plus other relatives, such as parents of the husband or wife. There is also the detached nuclear family structure which has characteristics as follows: free choice of mates, higher levels of divorce, increased residential mobility, entry of large numbers of women into the labour force, and lower responsibility of children to care for their parents in their old age (Mowen, 1995 in Ekasasi, 2005).During the course of everyd ay living, thousands of decisions are made by family members. The husband and wife are clearly the dominant influences in family decision-making. Most studies have focused on their role in decision-making and the dominance on their role in decision-making and the dominance of one or the other. The relative influence of the husband and the wife is likely to vary according to the type of product considered, the stage in decision making, the nature of purchase influence, and family characteristics (Assael 1992).In the process of family decision-making, there are three stages: initiation, make choice and final decision. Initiation is the process whereby a family member proposes a suggestion and ideas. Making choice is the second stage. Family members search and compare different alternatives. The final stage is the buying decision process. The child has been regarded as an initiator in family decision-making. When a particular product has been chosen as a candidate in the second stage, the product has greater chance to be sold. 2. 2 CHILDREN’S INFLUENCE IN FAMILY DECISION MAKINGFamily decision- making research was initially directed to spouses, however the role of children on decision making and negotiation strategies had become an important issue of study (Kaur and Singh, 2006). Children not only enjoy making regular consumption decisions with their parents but they also insist their parents to buy the products they desire. The family as a purchasing unit is a central phenomenon in consumer behavior. Researchers have studied how a family makes a purchase decision for many years but most of the ‘families’ studied only comprised the husband and wife (Davis, 1976 in Kaur and Singh, 2006).However, family decisions are influenced by every member of the family, which means how a family makes decisions will not be well examined unless every member’s influence is taken into account; children inclusive. Children’s influence in family purc hase decisions and the spending power of children have increased over the last 40 years (Shoham and Dalakas, 2005). After Berey and Polly (1968) as cited by Kaur & Singh (2006) detected child’s influence in family decision making, there was an increasing recognition of children’s important role with the increasing influence of children in family decision making.Usually, children influence parental purchases in the shopping environment, at home, in the car, at the movies, during television viewing, on vacation, at mealtime, even in church. The influence that children have on parental purchases is extensive and principally embraces the following areas (McNeal 1999): 1. Items for the children, including snacks, toys, consumer electronics, clothing, and hobbies equipment and supplies. 2. Items for the home, including furnishings, television sets, stereo systems, and foods and beverages for meals. 3.Non-household items for family members, including vacations, automobiles, c lothing, restaurant meals, and recreation. In addition to these three groups, there are others that are more difficult to classify. They include family gifts to the children’s grandparents and family donations to charities. Also, children often influence the parent’s choice of stores and shopping centers. According to Ramzy, T. Ogden, R. Ogden and Zakaria (2012) children’s purchasing power can be direct, money controlled by the child, or indirect, relating to parental purchases that the child initiates or influences.Children influence family buying decisions in four different ways. First, children influence their parents to buy products for their individual preferences. Second, older children have their own pocket money and buy the products directly. Third, children influence their parents’ choice for family products for shared consumption. Lastly, children influence their parents’ own preferences. Children exert a certain influence on the overall decision process (Wut and Chou 2009). Geuens, Mast and Pelsmacker (2002) discovered that children can have active or passive influence on purchase decision.Active influence means that the child wants to influence purchase decisions in a direct way by recommending, hinting and/or asking for things (McNeal, 1999). Passive dictation, on the other hand, means that parents are influenced by what they experience their children prefer or need (Wells, 1965). A mother experiencing that her toddler enjoys a specific meal will be more increased to buy or cook this particular food again (Mehrotra and Torges, 1977 as cited by Wut and Chou, 2009).Passive influence is mostly unconscious and as a consequence difficult to observe and measure. Various researchers have revealed that a number of factors play a substantial role on children’s influence on parents buying decisions across different product categories. Berey & Pollay (1968, as cited by Kaur & Singh 2006) studied mother-child dyads in purchase of break- fast cereals and found that in most of the products parents are intermediary purchasing agents for children.In such situations children’s influence on parent’s purchase decisions is governed by two factors as children’s assertiveness and parent’s child centeredness. The study showed that more assertive the child or more children cantered the mother is, more probable the mother will buy the child desired brands. The research also revealed that mother’s act as gatekeepers and bought products that weighed high in nutrition. In general children exert more influence on products for which they are primary consumers (Lee and Beauty 2002).In recent years, family structures have changed considerably. We have single parents, two parents with one source of income, dual income families and higher divorce rates. Geuens, Mast and Pelsmacker (2002) examined the impact of new family structures (single versus one parent, two versus one income, h igh versus low working hours, small versus large size) on children’s influence on family purchase decision-making. The increase of children’s influence on parents buying decisions in most of the developed countries can be attributed to various reasons.First; increase in number of working couple resulting in to cash rich and time poor society and hence increasing the influence of children on parents; second, the shift in the family setup from joint families to nuclear families, allowing the influence of children on parents buying decisions; third, lesser number of children per family, resulting in increase in the buying power of each; fourth, the repeated exposure to media resulting in socialization of children which in turn result in to children influence on parents buying decisions etc. Wimalasiry (2004).Williams and Burns (2000) explained that changing social trends such as working mothers, decreased and delayed childbearing, increased divorce rates, and rapid matura tion have given way to a formidable market force for children. They developed a scale based on social power theory to measure children’s direct influence attempts. The seven dimensions derived to represent direct influence attempt were ask nicely, bargain, show affection, just ask, beg and plead, show anger, and con. In this study, these dimensions will be utilized to measure the direct influence of children. . 3 THEORETICAL FRAMEWORK Two theories are proposed to guide this study. They are the typology of family communication patterns and social power theory. 2. 3. 1 TYPOLOGY OF FAMILY COMMUNICATION PATTERNS The typology of parent-child communication structures and patterns was developed by McLeod and Chaffee (1972) and this typology utilizes Newcomb's (1953) co-orientation model. Together, the two dimensions of family communication structure yielded a four-fold typology of family communication patterns: laissez-faire, protective, pluralistic, and consensual.McLeod and Chaffe e (1972) identified two dimensions of parent-child communications dimensions. These dimensions are the degree of social orientation and degree of concept orientation. Social Orientation: The communications in families with a high social orientation are designed to produce obedience from the child and foster family harmony. Concept Orientation: The communications in families with a high concept orientation are designed to encourage openness and foster an independent outlook. Laissez-faire families emphasize neither of the two dimensions and there is little communication between parents and children.Protective families emphasize the socio-orientation dimension, stressing obedience and social harmony, and are not concerned with conceptual matters. Conversely, Pluralistic families tend to stress the concept-orientation dimension, with an emphasis being placed on mutuality of respects and interest. Children are encouraged to explore new ideas and to express them openly without fear of re prisal. Finally, consensual families stress both the socio- and concept orientation dimensions, and children are encouraged to explore the world about them but to do so without disrupting the family's established internal social harmony.A parent with a high socio-orientation believes that children should respect him/her, should suppress opinions on areas not pertaining to them, that children should avoid disagreements with parents and be obedient (Moschis & Moore 1978). Parents with this type of communication orientation tend to control their child’s consumption-related learning (Moschis & Moore 1979). A high concept-orientation means that parents encourage children to evaluate different alternatives when making decisions. Children in this orientation are allowed to discuss disagreements with parents and to develop their own consumer skills.They are also asked by their parents about purchase decisions even if the product is not directly for the child. According to Moschis and Mitchell (1986), children from families with a high social orientation are less likely to be involved in family decisions and less likely to make consumption-related decisions for themselves. Conversely, children from families with a high concept orientation are likely to have higher product knowledge, better able to manage a family budget and have a higher regard for their parents’ opinions. 2. 3. 2 SOCIAL POWER THEORYSocial power theory examines power bases in social interactions. The concept of social power was initially introduced by Lewin (1951) and later developed theoretically by French and Raven (1959). Social power theory is an appropriate theoretical framework from which to study children’s direct influence attempts for several reasons. First, social power theory identifies the bases of power which are present in social interactions. These sources of power may include expertise, reward power, referent power, legitimate power, and coercion.These five bases ar e considered by French and Raven (1959) to be the most important resources utilized by a person, but not an all-inclusive list of potential resources. Further, social power theory suggests that a person will make an assessment of his or her resources and choose an influence attempt that is consistent with his or her sources of social power. In addition, the theory suggests that these power bases may be utilized in two ways: active (i. e. , direct) or passive (i. e. , indirect). When the utilization of power to influence is active, or the result of an intentional act, a direct influence attempt is exerted.In relation to influence and power evidence exists that children exert varying degrees of influence on the family decision-making process. This influence varies by product, decision stage, child, parental and family characteristics but are not properly researched. Social power theory is useful in explaining differences in children’s influence on purchases and distinguishes be tween influence derived from active and passive power, compatible with direct and indirect influence. Power bases pertinent to exercising influence include: expert (e. g. children possess detailed knowledge about toys, games etc. ; legitimate (e. g. children and products they consume including food, toys and clothing); referent (identifying with peers); reward (children exhibiting good behaviour) and coercive power (e. g. children threatening negative or bothersome behaviour, complaining or even pestering) (Flurry and Burns, 2005). Furthermore, social power theory further suggests the five power bases may be utilised in two ways: actively and passively. Power used to influence is an active and intentional action; passive, when the mere presence of power is influential.Both contribute to a person’s potential to direct a preferential outcome. 3. 0 METHODOLOGY This section comprises of the research design, population, sample size, sampling technique, research instrument to be em ployed, method of data collection and analysis to be employed. 3. 1 RESEARCH DESIGN This study will employ descriptive survey because the role children play in influencing family purchase decision will be described. It will also be a cross-sectional study as children’s influence will be examined from the children as well as the parents’ point of view.Since the research aims at understanding children’s influence in family purchase decision, the views of the children will be essential for this study and to get a balanced view, the views of the parents will also be important, especially mothers. This study will employ questionnaire and in-depth interview as methods of collecting primary data. 3. 2 POPULATION The study will be located in Ibadan metropolis in Oyo State, South West Nigeria. Ibadan is majorly populated by the Yoruba people, but its population has always been ethnically mixed and is becoming increasingly so.Ibadan houses one of Africa’s premier u niversities, the University of Ibadan, which lends its economy a significant intellectual, professional and artistic profile. There are 11 Local Governments in Ibadan metropolitan area consisting of 5 urban local governments in the city and 6 semi-urban local governments. This study will be limited to one urban and one semi-urban local government which are Ibadan North-West and Ido local government respectively. One government-owned secondary school; one private secondary school will be randomly selected from the list of Secondary Schools in the two local government areas for this study. . 3 SAMPLE SIZE AND SAMPLING TECHNIQUE A multi – stage sampling procedure will be used for this study. At first six schools will be randomly selected from a list of public and private secondary schools in Ibadan North West as well as in Ido Local Government Areas of Oyo State respectively. Then, the balloting system will be used to choose one school for the public secondary school and for the private secondary school in the two local government areas respectively. Going by the assumption that 25 pupils are meant to be in a class, a class of J. S. S 1, 2 and 3 students of a school will be the respondents for this study.This will be 75 respondents per school, making the number of respondents to be 150 altogether. The J. S. S 1, 2 and J. S. S 3 students will be used because they fall within the age range that this study would be focusing on, which is between the ages of 8 and 13 and also because they should be more matured than those in the primary school that also falls within this age range.. 3. 4 RESEARCH INSTRUMENT Questionnaire and in-depth interview will be used for this study. The questionnaire will be in two sections; the first section will be addressed to the children while the second section will be filled by the parents, specifically mothers.This section is specifically to ask the mother to indicate demographic characteristics of the child; including his/her bir thday and sex of the child and to find out how they perceive the role their children play in family purchase decision. This information will be used to match the parent's responses to responses given by the child. The questionnaire will be given to respondents to take home to their parents. The interview will be for the teachers of the respective schools to be used to ascertain the schools’ demography. 3. 5 METHOD OF DATA COLLECTION This will involve qualitative method.The headteachers or class teachers of these four schools will be requested to distribute the questionnaires to a class of J. S. S 1, 2 and J. S. S 3 students at the schools. 3. 6 METHOD OF DATA ANALYSIS The method of data analysis will involve quantitative and qualitative methods. For quantitative method, univariate and bivariate tabulation methods will be used for the analysis. REFERENCES Ali A. and Batra D. K. (2011) Children influence on parents buying decisions in Delhi (India) European Journal of Business and Management (Online) Vol. 3 (11), 19-28 Davis, H. L. 1976), Decision making within the household, Journal of Consumer Research, Vol. 2, March, 241-60. Ekasasi S. R. (2005) The Role of Children in Family Decision Making: A Theoretical Review, Edisi Khusus Jsb on Marketing, Volume 3, 25 – 41 Foxman E and Patriya S. T. (1989) Adolescents and Mothers Perceptions of Relative Influence in Family Decisions: Patterns of Agreement and Disagreement Advances in Consumer Research, 449-453. Geuens M. , Mast G. and Pelsmacker P. (2002) Children’s Influence on Family Purchase Behavior: The Role of Family Structure, Asia Pacific Advances in Consumer Research Volume 5, 130-135Hall J, Shaw M, Johnson M. and Oppenheim P. (1995) Influence of Children on Family Consumer Decision-Making, European Advances in Consumer Research Volume 2, 45-53 Kaur, P and Singh, R (2006) „Children In Family Purchase Decision Making In India and the West: A Review. Academy of Marketing Science Review Vol. 2006 (8), 1-30 Lee, C. K. C. and Beatty, S. E (2002) Family Structure and Influence in Family Decision Making Journal of Consumer Marketing Vol. 19 (1), 4-41 McNeal, J. ; Ji, M. (1999) Chinese children as consumers: an analysis of their new product information sources Journal of Consumer Marketing Vol. 6(4), 345-364 Mikkelsen M. R. and Norgaard M. K (2012) Children’s Influence on Family Decision-Making in Food Buying and Consumption International Journal of Multidisciplinary Research Vol. 2 (5), 1-23 Moschis G. P, Prahasto A. E and Mitchell L. G (1986) Family Communication Influences on the Development of Consumer Behavior: Some Additional Findings Advances in Consumer Research Volume 13, 365-369 Moschis G. P and Mitchell L. G (1986) Television Advertising and Interpersonal Influences on Teenagers' Participation in Family Consumer Decisions Advances in Consumer Research Volume 13, 181-186Nash C. (2009) The Parent Child Purchase Relationship Academy of Marketing Science R eview Volume 8, 1-30 North E. J. and Kotze T. (2001) Parents and television advertisements as consumer socialisation agents for adolescents: An exploratory study Journal of Family Ecology and Consumer Sciences, Vol. 29, 92-99 Ramzy O. , Ogden D. T. , Ogden J. R. and Zakaria M. Y. (2012) Perceptions of Children’s Influence on Purchase Decisions – Empirical Investigation for the U. S. and Egyptian Families World Journal of Management Vol. 4 (1) March, 30 – 50 Ward, S. and Wackman, D.B (1972) Children’s Purchase Influence Attempts and Parental Influence Attempts and Parental Yielding, Journal of Marketing Research, Vol. 9, 316-319. Williams L. A. and Burns A. C. (2000) Exploring the Dimensionality of Children’s Direct Influence Attempts Advances in Consumer Research Volume 27, 64-71 Wut T. M. and Chou T. J. (2009) Children’s influences on family decision making in Hong Kong Young Consumers Vol. 10 (2), 146-156 Wut T. M. and Chou T. J. (2009) Fa mily Communication Patterns and Children’s influence on Family Decision Making ANZMAC, 1-7

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Silence A Twelfth Century French Romance - 1276 Words

Silence: a Thirteenth Century French Romance, was translated from the original Le Roman de Silence written in thirteenth century medieval Europe by a man known as Heldris de Cornwall. The actual name of the author remains unknown. The original manuscript for the poem was discovered in 1911 in Nottingham, translated, edited in 1960, and finally published in 1972 to be read by the public. This version of Silence is a facing page translation containing both the French and the English by Sarah Roche-Mahdi. The intended audience for this poem in unknown because the author is unknown, and it is unknown whether it was published when it was written. The poem is about a young girl, Silence, who is forced by her parents to live as a boy. She leaves her parents and sets out on adventures that eventually reveal her secret. The poem starts out with the life of Silence’s parents, Eufemie and Cador. Cador is a knight for King Evan of England, and Eufemie is the Daughter of Renald of Cornwall . Cador goes on a quest with his fellow knights when a dragon attacks and kills 30 of the men. The king says to the men that if anyone is valiant enough to kill this dragon, â€Å"[The king] will give him a county and [The king] will let him have his choice of any woman in the kingdom† (Mahdi, 19-21). Cador is the one to kill the dragon so King Evan grants him a county and the woman of his choosing. Cador was in love with a woman she was â€Å"the most beautiful girl in the world, and they called her Eufemie†¦Show MoreRelatedWilliam Chaucer s Chretien De Troyes 1659 Words   |  7 Pagescome to mind -- maybe even Sir Lancelot and jousting. Yet, these television shows and stories derive their inspiration from a genuine historical context so fascinating and pervasive that nearly 1,000 years later Western culture is still transfixed. French author Chrà ©tien de Troyes, who ironically penned the first romantic depiction of Sir Lancelot, wrote many of the tales that insp ire modern pop culture. His stories, particularly that of Cligà ©s written in 1176 AD, though filled with sometimes supernaturalRead MoreAnglo Saxon England - Scandinavian Influence3211 Words   |  13 Pages 4. Vikings in Anglo-Saxon England – Scandinavian influence The process of Christianization and Latin influx was interrupted at the end of the eight century (787) when the Vikings (Norwegian and Dane tribes) began their ravages over Anglo-Saxon England, sacking monasteries like Lindisfarne and Jarrow (793-794). By the ninth century, churches and monasteries in Northumbria and Mercia lay in ruins while settlements in all parts of the country had been plundered and northern towns, such as York in