Culture of India Essay

Indian culture can be compared to a rapid river, which takes source from a little well high in the Himalayas and flows down among blossomy valleys and thick forests, beautiful gardens and farms, small villages and big cities. Many tributaries join it, and the mainstream becomes stronger and more powerful. There is a great variety of ethnic groups and communities with their beliefs, languages and culture living in India. However, numerous aspects of exclusive traditional Indian culture can be easily spotted everywhere. For centuries, the country lived through a lot of changes, assimilated various elements of other cultures, but it successfully preserved its ancient traditions and legacy. The progression of Indian culture started from the early civilizations. Historical records of Hrappa and Brahmanic epochs (5000-800 B. C. ) prove that a great deal of traditions and cultural elements (such as Sanskrit, yoga, early Hinduism, etc. ) were practiced in those times. Buddhism and Jainism emerged in the 5th century B. C. The epoch of Mautya and Gupta Empires is called â€Å"Golden Age† of Indian culture. The Emperors of Gupta dynasty loved arts and favored the development of literature, music and early plastic arts, mostly dominated by religious motifs. As a result of European and Oriental colonization, Indian culture absorbed the elements of Greek, Roman, Chinese and other cultural traditions. Muslim conquests in the 11th-15th centuries had a great impact on Indian social and cultural life. In particular, Hinduism adopted many philosophical ideas of Sufism, and the influence of Islamic artistic traditions can be seen in Indian architecture (Gol Gumbaz, Taj Mahal), literature (the works of Amir Khusrau Dehlavi and Kabir) and music. In the 16th-18th centuries, Indian culture was again influenced by European domination that resulted in adoption of English educational system and other progressive social standards. Since Christian missionaries started changing religious and social awareness of Indian masses to a great extent, in the end of the 18th century a great reformatory movement for cultural and spiritual revival of the nation (known as Brahmo Samaj) was initiated (Henderson). Modern India has a complex ethnic composition and very diverse linguistic lines. Over 400 languages and 1,100 various dialects are spoken. Southern ethnic groups use Dravidian languages, including Tamil, Malayalam, Telugu and Kannada, which are among the 15 official languages of the country. Indo-Aryan languages, such as Hindi, Marathi, Gujatari, Bangali and others, are used in the northern regions. These languages take source from ancient Sanskrit and are used by almost one third of Indian population (Culturopedia). Indian social culture is one of the most conservative and rigid in the world. Such traditions as cast system or arranged marriages are still widely practiced. On the other hand, local social environment is connected with everything relaxing, joyful and colorful. Traditional Indian clothing (sari, Lungi, Dhoti, ect. ) has a plethora of styles and colors. Also, India is known as a land of celebrations, fairs and festivals (Diwali, Ganpati, etc. ), crowded ceremonies, communication, dancing and other social leisure activities. Religious practices are central in the life of every Indian and people spend a lot of time in Hindu temples, where they socialize, listen to music and dance. Indian cultural environment is a cradle of Buddhism, one of the most influential philosophical concepts and â€Å".. a seed bed for human rights† (Henderson 4). At the same time, Christianity, Islam, Sikhism, Zoroastrism and other world’s religions are quite popular in modern India as well. Indian visual arts have a great range of forms and motifs, starting from intricate architecture of Hindu shrines and ending with traditional decorated textiles. Such crafts as stone work, wood work, metal works and glass products are very popular in today’s India. Indian painting has been flourishing for centuries, and there are a number of traditional artistic schools (such as Pahari, Kalighat, Kangra, Tanjore, Rajput, etc. ). Modern Indian art is dominated by social, philosophic and humanitarian motifs. Cinema industry in India has more than 100 years of history and is extremely successful and lucrative. Indian movies are being watched in many countries of the world, and they have a tremendous influence on domestic economy and cultural life. The movies portray political and social aspects, and some are based on local folklore. Indian literature and poetry take source from ancient Sanskrit, Vedic and epic texts (Ramayana, the Mahabharata) and embrace a lot of schools (Bengali, Punjabi, Urdu, Manipuri, etc. ). R. Tagore is the most known Indian writer and poet, who got the Noble prize for literature in 1913 (UCLA). In modern Indian culture, music is mostly associated with cinema, because Indian movies are filled with songs and dancing. However, there are a lot of people who are fond of classic Indian music styles (Hindu devotional dhrupad, khayal or raga). Such music is played with traditional Indian folk instruments, such as sitar and surbahar, as well as with flute, violin, tabla, veena, etc. Indian dance culture is very diverse and unique. Its roots go back to ancient epochs and have clear spiritual, expressive and cosmic elements, symbolizing human emotions (9 rasas of emotions) and unity with Gods. The contribution of Indian culture and science to the world is unprecedented. Chess, the decimal system and the concept of â€Å"zero†, significant innovations in astronomy, new medical approaches and therapeutic techniques, the first university in the world are among the most valuable and precious gifts of the Indians to the humanity. India has a unique and rich cultural heritage, which can be characterized by unity and diversity, traditionalism and innovations. Taking into account all these numerous achievements of Indian nation, it is impossible to question the opinion of Will Durant, who wrote that â€Å"†¦ Mother India is in many ways the mother of us all† (Culturopedia). Works Cited: â€Å"Encyclopedia of Indian Culture. † Culturopedia. Treasure House of India’s Culture and Heritage. 2008. 19 Oct. 2008 . Henderson, Carol E. â€Å"Customs and Culture of India. † Westport, CT: Greenwood Publishing Group, 2002. â€Å"Manas: Culture of India. † UCLA. College of Letters and Science. 19 Oct. 2008 .

Cultivating Culturally Responsive Leaders Essay

The purpose of this study is to make school administrators aware and familiar with the challenges and obstacles ELL students encounter. With such a growing population of ELL students, teachers are having to become more and more aware of instructional strategies. Teachers are now being held accountable more than ever for their student’s performance and need to make sure every student makes learning gains. With South Florida’s increasing ELL population teachers are struggling to get these students, whose first language is not English, to speak, read, and write proficiently in English before they take the FCAT or by the end of the year to be able to show learning gains. This case study will take place at Winston Park K-8 School. Winston Park is located in a suburban, middle to lower class multiethnic community in the southwest section of Miami-Dade County. The student population is composed of eighty-six percent Hispanics, nine percent white, one percent black, and four percent other. Sixty percent of the students are eligible for free and reduced lunch, 46% are ELL, six percent are SWD, and four percent are gifted students. Average daily attendance is 98%. There is a total of 96 instructional staff members. Ninety-one percent of the instructional staff is highly qualified. Twenty-six percent of teachers have received advanced degrees. Parental involvement is high and growing. The student interviewed is an eight-year-old third grade student. Gabriela came from Cuba in March of 2012. Gabriela and her family came from Cuba in search of freedom and a better life. Gabriela came to the United States with her father and mother. Gabriela states that they lived in a poor neighborhood and struggled to get the little food that they did to put on the table. After school Gabriela would go to work with her mom at a farm to pick fruits, vegetables, and even milk cows. Gabriela has showed great growth in the one year that she has been in the Miami-Dade County Public school system. Although Gabriela has attended Winston Park from the beginning of this school year, this is the second school she’s attended in the district since arriving from Cuba. Gabriela’s mom informed that she was very unhappy at her previous school but that now Gabriela loved waking up in the morning to attend school. Even though both of her parents work they are very involved in her studies and will stop at nothing to make sure Gabriela gets a good education. Gabriela is not your average recently arrived ELL student. In the short time she has been here, Gabriela has learned to read, write and comprehend English just as well, if not at times better than many of her non-ELL classmates. Gabriela has made Honor Roll every nine-week grading period and was even referred to be tested for the gifted program. In this case study we will answer how do ELLs, their parents, teachers, and other stakeholder understand ELLs academic experiences in school and how can administrators work be informed by a case study that focuses on ELLs and their experiences in Florida schools. Literature Review In reviewing literature based on paired reading and fluency increase, I found several sources that supported my hypothesis that pairing low (ESOL) and high (Non-ESOL) students during reading is an effective intervention. These findings are particularly significant to those educators who are seeking ways to help students with reading fluency difficulty. Reading fluency is important for comprehension. When students read efficiently and accurately, then they can comprehend what they read more easily. In primary grades, students learn to read but in upper elementary grades students read to learn. What is fluency? According to the National Reading Panel (2000), fluency is the ability to read text aloud with speed, accuracy, and proper expression (Armbruster, Lehr, & Osborn, 2001; Meyer & Felton, 1991; Rasinkski, 2003). Fluent readers can recognize the majority of the words they read automatically without having to decode individual words; they are ble to dedicate their attention to the ultimate goal of reading: comprehension. Fluency is the bridge between word recognition and reading comprehension (Kuhn & Stahl, 2000; Nathan & Stanovich, 1991; Rasinksi & Padak, 2004). While studies have not determined the ideal number of times necessary to achieve reading fluency, researchers say the more times the better. A typical reader needs to read a passage four times to reach maximum fluency levels (National Reading Panel, 2000). Beginning readers and struggling older readers tend to read slowly, haltingly, and with little or no expression. Often as a result, text comprehension is affected, confidence levels are low, and they do not enjoy reading. Therefore, fluency is and should be a primary goal of literacy instruction. The oral reading fluency norms for grades 1-5 are: 1st 53-111, 2nd 89-142, 3rd 107-162, 4th 123-180, and 5th 139-194 (Hasbrouck & Tindal, 2006). While conducting my research, I found different types of reading interventions that can help increase an ESOL student’s fluency: Choral Reading, Duet Reading, Audio-Recorded Books, Echo Reading, and Paired Reading (Hudson et al. , 2005; The Partnership for Reading, 2001). In choral reading, a group of students read aloud from the same selection. The teacher can read along to set the pace and model targeted skills. Students can improve their fluency skills, including appropriate pausing and expression, by reading along with a group of readers or with a strong reader as a partner (Hudson, 2005). In duet reading, a stronger reader is paired with a less-fluent reader. The stronger reader sets the pace and provides visual tracking by moving his or her finger below each word as it is read in unison. In audio-recorded books, the student reads aloud with an audio-recorded version of a book. The purpose is to encourage the weaker reader to read along with the tape. In echo reading, the adult reads a short passage and then invites the child to â€Å"Say what I say† or â€Å"Copy me,† encouraging the child to repeat what the adult has read (Robertson & Davig, 2002). In this way, the adult models fluent reading and then provides the child with an opportunity for immediate practice. In paired reading, children who are struggling with reading fluency are paired up with a more capable reader. In this strategy, the fluent reader and reader take turns reading by lines or pages (Mathes, Fuchs, Fuchs, Henley, & Sanders, 1994). In evaluating the different types of reading interventions, I found that paired reading is the most commonly used to increase fluency. According to the report of The National Reading Panel (2000), guided repeated oral reading is the most effective procedure for developing reading fluency (Kuhn & Stahl, 2000; Rasinski & Hoffman, 2003). Paired reading was originally developed as a strategy for parents and children reading at home, but it is easily adapted for classroom use in intervention lessons (Morgan & Lyon, 1979; Topping, 1989). Paired reading requires the reading partners to read aloud. Reading aloud to elementary school students can have many beneficial effects; it improves their language skills, motivates them to read on their own, makes students familiar with books, and expands vocabulary (Saban, 1994). Research indicates that repeated paired reading leads not only to improving in reading the passage but also improvement in decoding, reading rate, expression, and comprehension of passages that the reader has not previously seen (Dowhower, 1994; Kuhn & Stahl, 2000; National Reading Panel, 2000). Rasinski and Fredericks (1991) reported on a paired reading project launched by the Akron, Ohio Public School System; the results of the project suggest that paired reading also helped improve reading performance but in addition helps improve reading motivation and child bonding. Studies on paired reading showed that students of all ages can make extraordinary reading gains. In one study of paired reading over a period of six to ten weeks, students made a gain of at least six months in reading (Limbrick, McNaughton, & Cameron, 1985). In another study, students made an average of three months’ gain for every month of paired reading. The less proficient readers were not the only ones who benefited; the student who served as the tutor also made substantial gains in their reading abilities (Topping, 1989). In summation, the characteristics of the paired reading instruction (positive one-to-one collaboration between skilled and less-skilled readers, reader engagement, practice, evidence of progress, and reader expression) support my hypothesis that pairing a low and high student during reading is an effective intervention for fluency increase. It may promote rapid turnaround in reader proficiency for less-skilled readers. Furthermore this finding is particularly significant to those educators who are seeking ways to help students with reading fluency difficulty. Method Three people participated in this study: Gabriela, an eight-year old student in third grade and an ESOL level one, her mom and the teacher, Mrs. Sanz. Everyone has given full consent and agreed to interview with us and give us information on Gabriela and their culture. Every person interviewed was cooperative and helpful throughout the interview. The teacher was a crucial part to our interview since she is the one who works directly with Gabriela on a daily basis and can best describes her strengths and weaknesses. During the interview, we asked Mrs. Sanz to please provide us with information and data about Gabriela. We explained to her teacher and mother that all of Gabriela’s information would be kept confidential and that her name would be changed for privacy purposes. Some of the data we collected was from the SAT (Stanford Achievement Test), FAIR (Florida Assessment in Instruction and Reading), and the CELLA (Comprehensive English Language Learning Assessment). While the teacher pulled out useful pieces of data she gave us a synopses of how Gabriela is in class and how she is getting along with all the other students. Mrs. Sanz feels she’s a bright young girl (probably gifted) with lots of potential. She is self-directive and puts forth maximum effort. Mrs. Sanz also told us Gabriela enjoys helping the other students in class. Mrs. Sanz feels this may be due to the high level of importance her parents have instilled in her regarding school. Sandra, Brenda and Mrs. Sanz all discussed and analyzed the data and we identified all her strong areas as well as a few minor weak areas. Sandra Ramallo and Brenda Gomez conducted the study. Sandra and Brenda were both present at all interviews and had the opportunity to talk to each interviewee. Since the study was conducted by both Sandra and Brenda the work load was distributed amongst each other. Brenda worked on the introduction, method, findings, and consent forms. Sandra worked on the literature review, discussion, and the transcription of the interview.

Part1. Physical items Essay

Goods: Physical items produced by business organizations. Operations Management: the management of systems or processes that create goods and/or provide services Process: One or more actions that transform inputs into outputs Services: activities that provide some combination of time, location, form, and psychological value System: a set of interrelated parts that must work together. Technology: the application of scientific discoveries to the development and improvement of goods and services Operations management requires: both knowledge of the facts and how to interpret that info in order to produce and deliver Requires constant improvement: due to competition in the marketplace and advances in technology Good process design is: customer driven. What questions> What type of process is best suited that will fulfill our customers needs What is the goal in selecting a supplier? To find the best product available for the best price you can The global market enables the operations manager: the flecibility to choose the most cost effective supplier Honda’s relationship with their suppliers is based on: trust Why did Hillrich & Bradsby implement ERP system?: to simplify their processes When do hillrich & bradsbey start their production process?: when an order is entered into the system What was the purpose of Disney’s Fast Pass?: remove the need to wait in line by using a virtual queue Measuring is an important method. Monitoring the consistency and repeatability of a process is called: statistical process control What technique does Gortac use to support continuous improvement: in manufacturing, try to be more efficient, improving quality: continuous improvement: record the days productivity numbers and compare – daily production meetings. How did ABTCO increase capacity without adding space or investing capital? : using fundamentals of operations mgmt., reorganized the manuf process to improve quality and efficiency. Closed lines producing unfrofitable products and started idle lines to fill shortages, as a result, their siding unit increased prod capacity w out adding space or capital expense.

Effects of a Changing World Essay Example | Topics and Well Written Essays - 250 words

Effects of a Changing World - Essay Example The areas affected most by the change from a bipolar world ruled by the U.S and the Soviet Union include the nature of intelligence gathered, changing use of intelligence by the government, and the influence of these intelligence on U.S domestic and foreign policies (Martland, 2008). For instance, as other powers such as China and Brazil continue to rise, the U.S intelligence has been forced to form unique intelligence alliances with its allies such as the British (Martland, 2008). Specifically, the social, economic, cultural, and political hegemony that emerged and spread in the 1990s implied that the U.S intelligence community had to treat intelligence as a hegemonic concept to gain insight into other societies. In particular, the current social hegemony in which people have the freedom and the right to exercise their civil powers has made the U.S intelligence community to change their perception towards intelligence (Dieseldorff, 2009).Thus, due to the civil powers brought about b y social, political, cultural, and economic hegemony, the intelligence community recognizes that hegemonic concepts have to be normalized (Dieseldorff, 2009). This changing nature of the world has quite a number of implications for the U.S intelligence community. For instance, the U.S intelligence is currently designed to establish and promote a culture of imperialism in which the U.S tries to dictate not only the internal affairs of other countries but also their social and economic features. For illustration, besides supporting the Iraqi and the Afghani Wars, the U.S intelligence has supported the installation and the creation of internal and sponsored governments in these subordinate states. Martland, P. (2008). â€Å"Spooks and Spies: a History of the British and US Intelligence Communities, 1909 to the Present†. Retrieved on September 2, 2012 from

Explain your academic interests and strengths or your future career Essay

Explain your academic interests and strengths or your future career goals. You may include any majors or areas of study you are currently considering - Essay Example The field of profession and academics that is of great interest to me is the field of accounting. My interest towards the field and the drive to pursue the field of accountancy started developing when I was in my early ages of life. My interest in this field was developed since I realized that my mom was an accountant in a reputable organization. I use to see my mom indulged in her work even at home. I used to sit by her and learn the game of numbers that is very essential to become a highly reputable professional accountant. I believe that I have various resources at my disposal to become a member of the field of accounting. I already have developed various knowledge, skills and abilities (KSAs) that are required to work in the field. There are certain weaknesses that I need to overcome and I am sure that majoring in the subject of accounting from the Univeristy of Illinois at Urbana-Champaign will help be converting my weaknesses into strengths and will further strengthen my strengths (Catalog.illinois.edu 1). After graduating from university, I aim at attaining an entry level position in a well-known accountancy firm or I aim at attaining an entry level position in the accounts department of a reputed organization or I wish to work with a securities organization. In order to attain my career goals I need various KSAs including technical skills, audit and compliance skills, commodity and equity valuation skills and communication skills (Accacareers.com 1). I have already developed some of these skills especially the technical skills and the communication skills. These skills were developed as my mother had worked very hard on me in helping me understand the mathematical equations and problems that are associated with the work of an accountant. Furthermore, the skills of communications and technical skills were further polished as I have already worked as an intern in a power

Corporate Governance Research Paper Example | Topics and Well Written Essays - 1000 words

Corporate Governance - Research Paper Example The present study would focus on corporate governance as the way in which companies are controlled and governed. It also entails relationships among stakeholders with the same goals to benefit the welfare. Corporate governance has several good components that ensure proper governance. To begin with, directors and senior officers take up the task of implementing new requirements that have been imposed by the Sarbanes- Oxley Act and associated SEC and stock market regulations. They need to stay in focus with the broader and strategic objectives of corporate governance. Businesses will grow stronger if they comply with legal and regulatory requirements. They should also maintain high profile risk management. The boards of directors are primarily responsible for ensuring there is effective governance. They not only have to ensure that sound systems of governance are in place, but also that such systems work effectively through evaluation of performance and thorough monitoring. On the sid e of legal and regulatory reforms, a lot of attention has been particularly, focused on boards and their performance especially when it comes to the independence of the board management. There also has to be a lot of scrutiny on the side of directors, they should be watched more closely to ensure there is a high level of transparency. Good corporate governance in a business will always translate to good financial performance. Profitable investment opportunities and increased reliance on external financing are attributes exhibited by firms with strong corporate governance, according to the University of Michigan Business School. Also, it is true that companies with high governance standards will always receive the best premium from investors. Good corporate governance defines the business strategy of a business, enhancing competitive positions. A company can therefore recruit and retain productive employees if it possesses a stable base of corporate governance (Julien & Rieger 8) Enr on failed greatly in corporate governance. From violating the recommendations by government reformers where Ken Lay served as CEO and chairman of the board, to having significant shares of Enron being owned by board members, and also the board members earning money working on Enron’s projects. Enron also suffered complicated accounting and finance transactions needed approval by an external auditor and lawyers even before getting to the board members. There was a major problem with Enron’s code of ethics, as senior stakeholders were prohibited from having any financial stake in organizations dealing with Enron. Corporate Governance has played a major role in the auditor’s evaluation of a company’s financial systems and internal control systems. Corporate governance ensure that that board members act transparently and maintain accountability in their actions, this greatly assists the auditors in ensuring that there is no fraud committed by the board member s thus reducing the overall task of auditing. Corporate governance also ensures that the senior members of the companies including the directors and managers are scrutinized, and thoroughly

CRM Project Paper Rubric Spring Semester 2013 Essay

CRM Project Paper Rubric Spring Semester 2013 - Essay Example There are several ways of using these technologies and information systems. The common applications include the customer relationship management systems, electronic marketing, and social networking among others. The field of customer relationship management presents a lot of opportunities. The systems and operations of CRM implement the company’s goals and objectives for customer access, interactions sales and other services. With the developments in the field of information technology, there is the possibility to merge the CRM and other technologies such as social networking. This provides a greater opportunity for marketing and customer interaction at a cheaper and more affordable cost. Organizations and businesses are increasingly adopting customer relationship management (CRM) systems in order to improve their interactions with customers (Rigby et al. 2002). The CRM systems management application is used to manage customer interactions by integration of processes that are customer oriented like customer service and sales. The CRM systems are not only used in automation of these processes for cost reduction but also collection and analysis of customer information with the aim of better fulfilling customer needs and improve customer satisfaction(Karimi et al. 2001). However, different businesses have experienced different outcomes in the business by investing in CRM. Some have been successful in leveraging CRM systems to facilitate their operations, and customer relationships, cost efficiency, product and service quality, which increases company profitability. Other businesses have not realized the benefits that come with CRM in their businesses; this could be attributed to poor research before the implementation of the system. More importantly it is due to the drawbacks that come with the use of CRM systems and poor implementation. It is necessary to research more into this field to identify these pitfalls and to identify the benefits of using CRM and how long these benefits can be realized. Introduction This paper focuses on the suitable tools that can be used to design, build and implement the customer relationship management system. Woolworths Homeshop Company. Human resource information system is a system that is used to automate the activities that are carried out the human resource department in an organization. During this process the objective of the business and plan is converted into suitable enterprise conversions through building and exchange; and embracement of the primary needs, principle and forms that explain the company’s development state and facilitate transition. The proposal is to launch an integrated CRM for Woolworths Homeshop. Woolworths Homeshop Company sells high quality fast food delivering all around the city. The company needs to manage its business operation using a computerized CRM. The company wants to implement a CRM as an initial step towards achieving e-business (Chaturvedi 65). E-busine ss is a business which allows the customers to sell trade and barter over the Web. The company’s policy, operations, technology and ideology define its business model. Woolworths Homeshop is a company is based in Dubai. The services that are offered by this firm include selling headphones and other sound product The Company has been operating at average. This applies the technology that has the first in the field of e-business Tanner et al notes that the advancement in technology

You are an entrepreneur launching a new business. Explain what Research Paper

You are an entrepreneur launching a new business. Explain what marketing is and why is it important to your new business. Include the benefits of a marekting plan - Research Paper Example The initial step that marketing takes is to get prospective buyers and after this base management which is aimed at retaining the customers takes over. Base management requires the business to build and nurture relationships with the customer by improving service delivery and the quality of the products the customer needs (Tybout & Calder, 2010). Enhancing customer-business relationships enables the marketer to participate competitively in the market and this creates customer loyalty because the customer trusts that the business will be able to meet all their product needs in the best way. Customer satisfaction is paramount for any business to be successful and marketing will enable the business to know the needs of consumers since it will also involve marketing research to know the needs of the society. Marketing will enable the new business to make use of the four P’s of marketing, which will reflect the desires of the customers and the target market (Tybout & Calder, 2010). The product aspect of marketing will enable the business to determine the product desired by the market and ensuring that this product is available to the customers. Pricing will ensure that the price if the product is set at a charge that is favorable and competitive enough, thus not run the new business out of the market. The promotion aspect of marketing will ascertain that there are advertisements, publicity and sales promotion, which are aimed at promoting the brand or the new business. The last aspect of marketing is placement, which will entail making strategies of how the product will reach the target market and the channel that will be used. The four P’s are useful as they will ensure timely and effective delivery of the product to the target market and this creates customer satisfaction, which will increase sales as customers will be able to acquire goods

Ernest Miller Hemingway Research Paper Example | Topics and Well Written Essays - 1750 words

Ernest Miller Hemingway - Research Paper Example Thesis statement: The compare and contrast study of the short stories A Clean, Well Lighted Place and Soldier's Home by Hemingway proves that both the works are with similar and dissimilar literary elements (special references to plot, character development, theme setting and mood). Compare and contrast The compare and study is based upon the literary elements like plot, character development, theme setting and mood. A. Plot The plot of the short story A Clean, Well Lighted Place is related to the problem of alienation felt by the senior citizens in the society. The old man in the story never shows eagerness to reveal his identity and personal details. Instead, the conversation between the waiters at the Cafe reveals the personal details about the old man. The narrator in the short story A Clean, Well Lighted Place, makes clear that â€Å"The waiter watched him go down the street, a very old man walking unsteadily but with dignity† (290). One can easily identify that the workà ¢â‚¬â„¢s plot is interconnected with the problems faced by human beings in their old age, disregarding their economic status. On the other side, the plot of the work Soldier's Home is interconnected with problems in human life, but from a different angle of view. For instance, one can easily identify that the author’s experience in wars and the alienation from the mainstream society can be seen as the motivation behind the plot. The protagonist (Harold Krebs) in the story is not ready to be free from the hangover of the war in Germany. In the short story Soldier's Home, the narrator points out that â€Å"He wanted to live along without consequences† (113). Besides, his hesitation to return to his native place with other soldiers reveals that he was not aware of his role in the society as a soldier. His return to his native place did not make any change in the society because he returned after a number years. His life with his family was not so successful because he was aware of the fact that his life is totally under the control of his father. At last, the protagonist is ready to break the shell of his dreamy world and faces the reality. To be specific, both the works deal with the problems in human life. The former work deals with the problems faced by elder citizens in a society, and the latter work deals with the problems faced by a soldier in his public and private domain. To be specific, the author chose human life as the plot for both the works and the only difference is in the treatment of the plot. B. Character development Some of the factors of character development in literature are concreteness, speech, behavior, motivation and change. Within this context, the main character (old man) in the short story A Clean, Well Lighted Place is displays concreteness because the author makes use of the waiters to provide information about him. This indirect technique proves to be successful because the conversation between the waiters unearths the specific characteristic of the main character. The old man’s speech with the waiters proves that he is able to take decisions of his own and others cannot change the same. Besides, he does not show any interest to communicate with others. The author provides ample importance to the strange behavior of the old man and the same proves that he is facing a number of problems in his family. Tyler states that â€Å" His suicidal attempt, his alcoholism, and his pathetic eagerness to stay at the deserted

BHE 314 Mod 5 CBT Environmental Health and Safety Essay

BHE 314 Mod 5 CBT Environmental Health and Safety - Essay Example t is observed that nightclubs are major source of exposure of high-intensity sound, which results in a number of health risks and illnesses, such as high blood pressure, stress, headache, anxiety, ulcers, and coronary diseases. (Koren, 2003) A number of physicians have associated heart diseases with regular and frequent exposure to sound waves of high decibels. According to a number of environmental protection organizations, migraine headaches and high blood pressure are common consequences of noise exposure from nightclubs. In this regard, government should take effective steps to prevent the health hazards associated with community exposure to noise produced by nightclubs. It is observed that unfamiliarity with law is one of the major factors that encourage nightclub owners to keep the noise high in their clubs, as the residents do not complain noise-related problems. In specific, awareness programs related to noise exposure from nightclubs and other sources should be organized by the government to ensure public and environment safety. According to a survey, more than hundred decibels of sound level were noted in most of the nightclubs, which is much higher than the standard levels. (Koren, 2003) In this regard, nightclubs should be instructed to keep the noise levels according to the allowed ones, and such nightclubs should be constructed away from the residential regions. It is hoped that the paper will be beneficial for better understanding of health hazards associated with noise exposure from nigh tclubs. Now the paper will briefly discuss health hazards associated with presence of radon gas in homes. According to a number of health organizations, radon is a tasteless, invisible, and odorless radioactive gas that is one of the major causes of cancer. It is observed that such gas is present in a number of homes that results in health risks to the family. In this regard, effective steps should be taken to prevent emergence of radon gas in homes through proper

Historic leaders Vs Nowadays leaders Dissertation

Historic leaders Vs Nowadays leaders - Dissertation Example Copyright Copyright in the text of this dissertation rests with the Author. Copies (by any process) either in full, or of extracts, may be made only in accordance with instructions given by the Author. The ownership of any intellectual property rights, which may be described in this dissertation, is vested in the author and may not be made available for use by third parties without the written consent of the author, which will prescribe the terms and conditions of any such agreement. Acknowledgements I dedicate this dissertation to my loving mother and father as well as all of my friends who helped in numerous ways to conclude successfully this project. Abstract It is unfortunately true that no one single perfect leader in human history is the ideal in terms of leadership, and this means that it is impossible to define precisely the set of characteristics and skills that any leader should aspire to. However, it makes sense to try to understand better leadership and the attributes, sk ills and characteristics desired in leaders by examining that which great leaders have demonstrated through the ages because such an effort assists with the understanding of leadership and aspirations for leadership. Although leadership is an intensely human activity, leaders must strive to attain the right vision for the future of their group in an environment in which they exist with their groups and in their time. This means that the right leadership must present a regard for the complexity of organised society and the state of development of humanity to confront future challenges. Because leadership is of significance for any group and there is a shortage of talented leaders in all spheres of human activity, with unique challenges lying ahead, it is possible to gain from insights about leadership by comparing a sample of leaders of the past with a sample of modern leaders to decide about leadership and its evolution over time. This dissertation presents a comparison of Alexander the Great, King Leonidas, Napoleon, Che Guevara, Margaret Thatcher and Barack Obama as leaders to decide about leadership and the evolution of leadership. Contents Chapter 1 Introduction 1 1.1 Background 3 1.2 Objectives of study 7 1.3 Scope of study 9 1.4 Structure of dissertation 10 Chapter 2 Historic Leaders 11 2.1 Alexander the Great 13 2.1.1 Alexander the Great in the Light of the Trait Theory of Leadership 14 2.1.2 Alexander the Great and the Situational Theory of Leadership 16 2.1.3 Alexander the Great in the Light of Contingency Theory of Leadership 17 2.1.4 Alexander the Great as a Transformational Leader

Land Question and Ethnicity in Darjeeling Hills Essay Example for Free

Land Question and Ethnicity in Darjeeling Hills Essay ABSTRACT Although economic factors are often considered as essential for augmenting ethnic movements, the analytic relationship between economic issues and ethnicity is far from being clear cut. In an attempt to address the problem of ethnicity in a non-Marxist theoretical plane, most of the studies on ethnic problems inadvertently indulge such logical inconsistencies. Such a critical reading led us to conceptualize ethnicity as a lived-in category – much like the concepts of class or caste – where both the material and cultural domain of routine life congregates. With the help of a case study of the Gorkhaland movement in the Darjeeling Hills (India) and the input of a particular field of material predisposition – namely, the issues related with land and agrarian social formation, this paper attempts to argue that ethnic movements are a dynamic podium wherein the encoded meanings of material and/or economic issues/grievances are decoded in cultural idioms. Even if the discussions on ethnicity have an inbuilt tendency to develop a theoretical plane that criticizes Marxian class analysis and demands an autonomous conceptual frame duly encouraged by post-Marxist and poststructuralist/postmodernist theoretical renditions, literatures on ethnicity for the most part have stressed economic factors, in some way or the other. Hence, finding available studies, which have made considerable advances in understanding the problem of Gorkha ethnicity, that have concentrated their focus on economic factors as the root cause of ethnic antagonism and conflict in the Darjeeling Hills (West Bengal, India) is common. ‘Economic stagnation’ (Dasgupta 1988), ‘uneven implementation of development policies’ (Chakrabarty 1988), ‘economic deprivation and negligence’ (Bura Magar 1994; Lama 1988; McHenry Jr. 2007; Nanda 1987), ‘petty-bourgeoisie aggrandisements against the dominance of monopoly capitalists of the Centre and the State’ (Sarkar 1988), ‘economic negligence, exploitation, and unavailability of white-collar jobs’ (Chadha 2005), ‘growing unemployment and step motherly attitude of the state regarding the overall development of the hill areas’ (Timsina 1992), ‘uneven development’ (Dasgupta 1999; Datta 1991), ‘endemic poverty, underdevelopment, and the perception of being â€Å"malgoverned†Ã¢â‚¬â„¢ (Ganguly 2005), are some such factors many scholars put as the root cause of the Gorkhaland movement in the Darjeeling Hills. However, none of these studies have made it abundantly clear how economic conditions – the domain of the material – are linked to the desires of ethnic separatism, which conceptually remained under the rubric of culture – the non-material. Again, if the economic factors remarkably remained so significant, as the studies show, then why ultimately the cultural warpath (i.e., 81 ethnic conflict) and not an economic one (i.e., class conflict) appeared as a suitable remedial strategy? One obvious question arises thus: how the ‘material’ is transposed into ‘cultural’? The present paper is an attempt to answer such questions by analyzing the case of the Gorkha ethnicity and movement as it emerged out of the people’s grievances experienced through their quotidian life processes cloaked in their relative positions within the structural inequality. In fact, ethnic identity much like the issues of class or caste is a lived-in category that emerges out of the perception of reality and receives constant reformulation, since the reality is itself dynamic. In our treatment ethnic identification – much like all other identifications – is overall rooted in the larger canvas of social experience, which determines the processes of framing contending relationships between and among groups based on their varying capacity of possessing the valued and scarce resources available in the society. Instead of pinpointing the causes of the movement, our analysis attempts to show that the assertion of Gorkha ethnic identity has had payoffs with respect to resource access and utilization and that the protracted struggle of the Gorkhas for separate statehood is that trajectory wherein both the cultural and material aspects of routine life coalesce. Sometimes this happens even without an immediate ethnic ‘other’. This is particularly the case, as the study shows, with the hill agrarian sector. It thus becomes imperative that the problem should be studied in a historical plane putting utmost emphasis on the social formation of the Darjeeling Hills, which would help us focus the pattern of resource distribution on an ethnic plane vis-à  -vis the question of structural inequality. The importance of treating the issue of Gorkhaland movement as a historical phenomenon can hardly be ignored, especially when one finds that the Darjeeling Hills has experienced a century long historicity of protest – sometimes accommodative, sometimes violent – to achieve a separate politico-administrative arrangement for self rule. Moreover, the historical perspective is needed to show the fundamental changes that have taken place within the social formation of the region since the colonial days and had corresponding effects for furthering the cause of the movement in the post-colonial period. Therefore, a proper historical analysis of ethnicity can help us understand how the grievances of the masses were articulated and were translated into the courses of violent action, how new equations came up because of state intervention and how the overall dynamics of the movement kept on rolling, putting ethnicity at the center stage. SOCIAL FORMATION AND SOCIAL MOVEMENTS Indeed, there can never be a single cause of an ethnic movement that stretched over a century.1 However, our concern regarding the causes of Gorkhaland movement is not about degree but of kind, by which we mean that Gorkha ethnicity, or for that matter the Gorkhaland movement, is embedded in the social formation of the Darjeeling Hills. It is neither entirely the product of primordial sentiments nor even the result of elite manipulation, but had been the outcome of a dynamic social formation that reproduced its productive forces, relations of production, as well as the relations of subjugation and exploitation meted out by its incumbents. The onus of social formation in augmenting the cause of social movement has been stressed by most of the major theoretical paradigms in some form or the other. For example, functionalism, though lately emerging from its erstwhile position of bracketing social movements as pathological social behavior, became increasingly concerned with the analysis of social movement as a variety of (normal) collective action and showed the necessity of framing a general hypothesis on the social system while analyzing social movements as a collective phenomenon of some sort. Likewise, symbolic interactionism and resource mobilization theory, in their attempts to analyze social movement, put stress on the relational structures and on the complex processes of interaction mediated by certain networks of belonging, respectively. The Marxist tradition, perhaps, has given utmost emphasis on the necessity to view social movements in relation to structural arrangements available in the social formation. Each social formation is rooted in a particular structure of relationship and movement is not the cause but the outcome of the differentially arranged social order in which privileges and rewards are more in possession of some minority groups compared with the majority others. Even the post-Marxist or for that matter the New Social Movement (NSM) perspective in their zeal to study the identity-based movements as manifestations of post-material claims hardly denied the importance of social formation while understanding the so-called post-material claims of the NSMs. In outlining the principles for the analysis of collective action, Melucci (1996:24) – a prominent figure of NSM school – points out that the analytical field of the NSMs depends on the systems of relationships within which such action takes place and toward which it is directed. The recorded history of the Gorkhaland movement suggests that the first spurt of the movement can be marked out in the year 1907 when the hill people submitted a memorandum – for the first time – to the colonial government urging separation from the then Bengal and the need to formulate a separate administrative arrangement for the Darjeeling Hills. ALTHUSSER, SOCIAL FORMATION, AND THE DYNAMICS OF RURAL DARJEELING Taking a cue from the centrality of social formation in the study of social movement as analyzed above, an attempt has been made to focus on the social formation of the Darjeeling Hills2 and its contribution to the development of a protracted ethnic movement in the region. Our treatment of the concept of social formation is Althusserian in inspiration and is viewed as a complex whole composed of concrete economic, political and ideological relations that provide the pretext upon which the consolidation of selfhood of the individual or the group within a given social space becomes feasible. It is worth mentioning here instead of using such terms like ‘social system’, ‘social order’ or for that matter ‘society,’ Althusser (1997) preferred the use of ‘social formation’. Since he believed while terms like ‘social system’ and ‘social order’ presupposes a structure that reduces the form of all its emanations, ‘society’ as a concept is loaded with pre-Marxist humanist conception that treats social life as ultimately the product of individual human beings. Althusser has used the concept of social formation with some broader theoretical appeal. He problematized the so-called base-superstructure module by bringing together the notions of social system, order, and society closer to his postMarxist formulation of social formation. Social formation, for Althusser, is constituted of a complex of concrete economic, political, and ideological relations, bound together and given their particular character as capitalist, feudal or whatever by the fact that economic relations, is the ‘determinant in the last instance.’ Conceived in this manner the concept of social formation presupposes that under this model social reality is neither determined, nor to be explained by a single causal variable but always by the whole structure (a notion that he labels as ‘overdetermination’), which remains amenable to the economic determinant only in the last instance. The uniqueness in Althusser’s concept of social formation lies in the fact that it problematizes the ‘base-superstructure’ relationship (that remains central, almost invariably, to the whole realm of post-Marxist scholarship) to that extreme of Darjeeling has been one of the prominent hill stations developed by the British i n colonial India.

Brand Equity for the Indian Telecom Market

Brand Equity for the Indian Telecom Market INTRODUCTION Background Telecommunication may well be Indias best told story and an apt indicator of its current economic potential. In around a decade, this booming industry has seen more growth and coverage in newspapers than any other sector. Aiding this superlative growth s of being one of the fastest growing markets in the world, is Indias rising incomes, dropping tariffs, more options with newer entrants and more competition. Also, external conditions like friendly government policies and a stable growing economy over the past decade has resulted in the Telecom sector becoming one of the key areas in Indias growth story. Indias wireless subscriber base as of December 2009 stood at ~ 525 million subscribers with new mobile connections for that month at ~ 19.1 mn which is a 8.5% growth M-o-M.(Edelweiss Monthly Telecom Tracker, 2010) With the markets saturating in most of the developed markets, the wide consumer base and potential in this market has attracted a number of new entrants with players such as Uninor that was launched in only 8 circles (out of the total of 23 Telecom circles present in the Indian market) adding an impressive 1.2 mn subscribers within the first month of its launch. Rationale for this Study There is steadily a paradigm shift that is happening in the way mobile devices are to be used in the future and it could well become the one-touch-point with the convergence of mobile and networking. Rural consumer base is a segment all providers are eyeing with the increasing saturation in the urban markets and growing competition. Given the nature of this highly competitive sector and the rapidly changing needs of the Indian consumer it is highly relevant today for these service providing brands to look at means at targeting subscribers beyond just a pricing or a product strategy. Tariff wars though common to this sector, would in silos prove to be unsustainable and a short term gain strategy. Porter (1990) suggests that branding as a key means of ‘differentiation and one of the most important ‘positioning strategies. The significance of branding from the strategic perspective has been widely acknowledged across marketing literature (Kapferer, 1994, Keller 1999). Aaker (1989) argues that a brand provides a sustainable competitive advantage for firms. According to Farquhar (1989), brands with high equity show greater resilience towards competitor promotions as well as create high barriers to entry. Although the literature identifies several dimensions of brand equity from other industries, specifically Consumer Products and Goods, existing literature on service firms and specifically with respect to the Telecom market is sparse. Despite the growing importance of this sector and its growing contribution to the Indian services market, the topic of how Telecom service providers build brand equity and their focus areas appears to be under researched Expected Contribution By applying the widely accepted Consumer based brand equity model for gauging the components, this study aims at empirically studying the inter relationships and impact of components to the overall equity within the context of the Indian Telecom market. The identification of components of brand equity from the consumers perspective in the context of the Indian Telecom Market Understanding the relationship between the dimensions of brand equity and the overall equity for the top 4 brands in the Indian Market (Source: TRAI, Nov 2009) Testing the relative importance of the dimensions of brand equity towards brand building for the 4 brands considered A comparative framework in understanding the relative changes in perception and ideological differences between the four brands under consideration Implication of Findings Results would provide the relative significance of dimensions contributing to the overall brand equity and hence provide a direction for managers in their brand building in terms of the weight ages to be assigned to the indicators The measurement of the brand equity would help in evaluation of the marketing mix elements. Gaining a knowledge of the relative importance of the dimensions would provide direction to the managers in terms of deciding the promotional support Originality/value The principal contribution of the present research is that it provides empirical evidence of building brand equity, supporting Aakers and Kellers conceptualization of brand equity for the Indian Telecom market. Not only has the CBBE model not been widely adopted in India, the brand building of Telecom service providers has also not been widely explored. Also, it provides a comparative framework for understanding the dimensions across the four brands Flow To accomplish the above stated goals, this paper offers a brief introduction to Indias Telecom market, an overview of the top service providers, their offerings, strategies and technological advances in the field. This is followed by a review of relevant theoretical literature to arrive at the research gap and the research objectives. Next, it describes the methodology and rationale for measuring customer-based brand equity. Analysis, Interpretation, conclusions and managerial implications would be arrived at the end of the study. LITERATURE REVIEW Brand Building in the Indian Telecom Market Strong brands provide a means of competing beyond just functionality and price. Strong brands that connect with the customers provide a better path to growth and the added value to the customers in this case is beyond just features and pricing strategies (Ehrenberg, Goodhardt, Barwise, 1990) Although in the current Indian Telecom market, the aggressive competition has resulted in a virtual price war, empirical analysis states that competitive strategies based on pricing provide only short term and less effective measures (Tayebeh, Farahani Manjappa, 2008) In this context, the identification of dimensions of brand equity and its significance in building brands becomes highly relevant. Indian Telecom Market Overview Market Potential: Enormous business potential for entrants given the low tele- density which is around 42% as per QPAC- Indian Telecom Industry report. Role of Foreign players: The increase in the FDI (Foreign Direct Investment) limit from 49% to 74% in 2005 has further aided in this increasing number of players in the market bettering their offering in terms of functionalities and price.(Telecom Pulse- Enam Securities, 2009) Competitive Landscape: The landscape is highly competitive with aggressive entry of new players in the GSM market. The price wars have forced even the incumbents to join in, in order to arrest the fall in their market share Newer players in the market such as Tata Docomo (TTSL) topped the industry in terms of subscriber adds of upto 3.3 mn in December 2009 while the new entrant Uninor garnered up to ~ 1.2 mn subscribers in the first month of launch as per Edelweiss Telecom Tracker, Dec 2009. Players like Telenor and Elsihat DB are also set to launch their operations in India by June 2010 (Sector Review- India Infoline, 2009) All this indicates that the incumbents no longer can afford to rely on short term measures to hold on to market shares Changing Market Scenario: Attractive Rural Markets: As per government statistics, the mobile penetration in rural regions is only around 13% as opposed to 73% in urban areas (Telecom and Technology Report- Economic Intelligence Unit, 2009) Challenges Faced: Despite the strong growth s, there are issues the market is facing in terms of Increase in fragmentation in the urban markets Competitive nd Aggressive Pricing Strategies Technological Updates: Atleast 60 to 80 million mobile subscribers will be 3-G enabled by 2012 which changes the market scenario. (QPAC- Indian Telecom Industry Report, 2009) The growing acceptance of Value added services (VAS), 3G would allow companys to increase their ARPU (Average Revenue per User) s by shifting from voice to non-voice segments CUSTOMER BASED BRAND EQUITY (CBBE) CONSTRUCT Given the context, companies have realized that investing in the right band building efforts will make brand equity one of their invaluable assets. Developing, maintaining and enhancing brand equity becomes the prerogative for brand building by any company Brand equity theory as proposed by Aaker (1991) was further developed from the consumers perspective by Keller (1993). According to Keller (2008), â€Å"customer-based brand equity is the differential effect that the brand has on consumer response to the marketing of the brand† (p. 70). The brand equity concept is measured broadly from two perspectives Financial based measure Consumer Based measure Various researchers have worked on developing a good model and constructs for its measurement as this is the basis for managing brand equity. In our paper we consider brand equity from the consumer perspective in terms of the value if provides to the consumer. CONCEPTUAL MODEL Aaker (1996) defines brand equity as a multidimensional concept and the components he associates with it include: Brand Awareness Perceived Quality Brand Associations and Proprietary Assets Consumer based brand equity has also been used as a measure has been previously by several researchers such as Yoo and Donthu (2002) and Washman and Plank (2002) Every company and sector looks at building and managing its equity as a means of gaining long term competitive advantage. In the model developed by Yoo and Donthu (2001) based on consumer based equity model, the authors have adopted the following four dimensions for the brand equity construct; Brand Loyalty Brand Awareness Perceived Quality Brand Associations An interesting fact contended by researchers by Srinivasan, Park and Chang (2005) was that apart from product related benefits, ‘non attributes also form strong preferences in terms of building brand equity and associations and forming points of differentiation. This is of high significance in our research given that we are working with service brands. For the purpose of our study, we adopt four dimensions to measure brand equity Generic brand Equity Dimensions Adopted 1 Brand Loyalty 2 Brand Awareness 3 Perceived Quality 4 Brand Associations The understanding of these generic dimensions in the context of the Indian Telecom market is done through the Pilot Qualitative research. This is further applied and tested onto the four brands using the Quantitative research KNOWLEDGE GAP The knowledge gaps identified are as follows: The existing literature points to the presence of various consumer based brand equity models and constructs, but there has been very few studies done in this field in terms of a particular sector but rather the focus is on development of a valid measurement model There are very few studies conducted in this field in the Indian context and specifically there are almost none that have been done from the perspective of identification of components for services There is hence paucity of literature about building service brands. Also, no previous research has examined the link dimensions of brand equity to the overall brand building for the Telecom market There is almost nil literature that is available that relates to branding and its impact on the Telecom market across the world. This would provide a whole scope of opportunities for future research in providing managers specific indicators and relative significance of factors that contribute to brand building. The research has further not been restricted to student samples only and is to be conducted on the actual consumers This article focuses on the measurement and impact of the dimensions on overall rand building exercise which is of paramount importance to the managers specifically in the field of Telecom where there has been sparse research done to arrive at the sector specific factors that contribute to building a strong brand. This research aims to address this need gap in both geography and sector (Indian Telecom market) through this study RESEARCH PROBLEM DEFINITION Research problem To measure the components of brand equity and explore the impact of the different dimensions on the overall equity specifically for the top four service provider brands operating in the Indian Telecom Market. Also to find out which is the most important component of the branding that leads to success in the Indian Market by the application of Consumer based brand equity (CBBE) model. Here, the category is a part of the design as we are specifically looking at how the components work in the case of service brands. Hence, the research findings would be applicable, if any, to other service categories than CPG or Durables. Research Questions To gauge the indicators of different components of Consumer based Brand Equity specifically in the context of the Indian Telecom Market* To Investigate the causal relationship between the dimensions of brand equity and the overall equity for top four service provider brands operating in the Telecom market* in India To use the Customer based Brand Equity model to test the relative importance of the dimensions of Brand Equity towards brand building for the Indian Telecom market* To provide a comparative framework in understanding these dimensions from the perspective of the four brands under consideration. * Here, the top 4 brands in the Indian Telecom Market (Airtel, Vodafone, Reliance and BSNL as of November 2009) are considered as a part of the analysis RESEARCH METHODOLOGY 1.1 Research Design: In order to achieve the objective as explained by the previous section, the following stages are proposed as a part of the research design. RESEARCH DESIGN AND ANALYSIS FRAMEWORK Storyboard PILOT QUALITATIVE RESEARCH The imperative behind this pilot Qualitative Analysis is to identify various parameters that are specific to the Indian Telecom market as derived on the basis of the CBBE model. These parameters are further taken as input for the Quantitative stage in the questionnaire. Data Collection Techniques Depth Interviews was used as the primary means of obtaining the qualitative data. Given the generic nature of the attributes to start with, the depth interviews provide flexibility in data collection and insights on pattern of usage. The purpose of these exploratory and unstructured interviews was to uncover the underlying motivation behind a persons behavior and actions. A guideline/discussion guide (Please refer to Appendix for a snapshot of this guideline used) was prepared for giving a direction and including the information areas to be probed in the discussion. The interview was free flowing on the basis of the responses obtained. A total of 8 depth interviews were conducted to understand the nature of subscribers need satisfaction when it comes to communication. Also, it aims to understand the emotional and functional benefits that is derived The discussion guide prepared broadly follows the below structure: Perspective on the Indian Telecom current market scenario The manner in which communication has changed over time Factors influencing choice of service provider Benefits sought in terms of functional and emotional attributes Brand Associations and Image associated with current players Association of Service Providers with instrumental and terminal values Drivers and restraints in choosing provider The tools and techniques used in order to probe included Projective Techniques such as Word Association, probing on attitudes and behavior with respect to their usage patterns and the emotional and functional benefits sought. Also, Projective and Enabling techniques such as Personification and Bubble drawing was used. The respondents were required to enter their thoughts associated with the provided brands. Data Elicitation techniques such as Sentence Completion and Clustering were used for the identification of instrumental and terminal values with the service providers apart from Brand Mapping QUANTITATIVE RESEARCH The various parameters that have been identified from the pilot qualitative questionnaire are to be tested to apply the CBBE model to the 4 top brands. The questionnaire is used for this purpose in order to identify the brand preferences and test the veracity of the parameters identified from the qualitative research. For this study, for the purpose of data accuracy and constraints, the top 4 brands in the Indian telecom market (as of Nov 2009) are considered Airtel, Vodafone, Reliance Communication and BSNL. Also, this selection allows us to compare and analyze the differences between diverse brands such as Airtel and BSNL. Also, it allows us to analyze the change in perceptions in the market towards brands such as BSNL over the years despite its strong head start in the market. The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. The independent variables identified are the 16 variables from the factors given below: a) Brand Knowledge b) Brand Associations c) Social Image d) Brand Loyalty e) Product Benefits f) Brand Usage i. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands. ii. The respondents are required to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. iii. Apart from this, the personal profiles of the respondent including the fundamental demographic details are collected. iv. Also, the usage habits in terms of their brands and the services utilized are also collected for further analysis. The questionnaire that is used is present in Appendix for reference. Following the data collection, the analysis is done using SPSS 15. This is further elaborated in the Data analysis section. 1.2 UNIVERSE SELECTION Qualitative Stage: In the first Qualitative Stage where we are looking at having Depth interviews to identify and assess the parameters specific to the Indian context, it is important to have a representation of the top 4 brands that is to be analysed. Hence the universe selection is as follows for the Qualitative Stage: City Gender SEC Age Current Service Provider DIs Bangalore M A2 20- 35 Reliance 2 Bangalore M B2 26- 40 BSNL 2 Ahmedabad F A1 23-28 Airtel 2 Ahmedabad M B1 25-35 Vodafone 2 Quantitative Stage: In the next stage of Quantitative analysis, we are looking at seeking responses and assessing the parameters identified to apply the CBBE model for the 4 brands. Hence, this should broadly meet the following criteria: Born and Currently residing in India Male or Female Age group between 20 60 Must be a user/have used at least one of the following four brands Airtel, Vodafone, Reliance or BSNL As the questionnaire was to be primarily administered online, it also necessitated the presence of a internet connection and was geographically dispersed across Metros and Tier I cities pan India SAMPLING DESIGN The Pilot qualitative research required Depth interviews from the perspective of the 4 different brand users. A total of 8 depth interviews was conducted for this purpose across genders and SECs. the sampling technique was stratified random with stratification on the basis of he brand Quantitative Stage: a. The questionnaire for the Quantitative stage was administered online. The targeted size was 130 to 150. This was arrived at considering the constraints given that each respondent was to provide responses for all the four brands thus providing rich data per response. b. The current offerings offered by the service providers are not segment-specific. Covering the difference in attitudes depending on changes in age, gender or geographic dispersion is not within the scope of this study and is not statistically analyzed from the point of future research. Hence there is to be no age or gender restriction in the sample selection. c. The cities chosen for sample selection include the metropolitans across the country and Tier I cities which would give a snapshot into the various geographic circles where the service is present within the constraints of administering the questionnaire online. Out of the total of 172 respondents, the number of complete valid responses obtained was 121. The demographics of this set are as follows: The completed responses have been filtered as per the following criteria: a. Location Constraint b. Usage Constraint: User/have used at least one of the top four brands Airtel, Vodafone, Reliance and BSNL Stage 2: DATA ANALYSIS Pilot Qualitative Study The broad parameters arrived at from the in- depth interviews are as follows: Performance of the Brand With the evolution of the Indian Telecom Industry and the emergence of multiple players with competitive offerings, the Indian subscribers are at a stage where the minimum expectation from any new entrant is the presence of a good working model with uninterrupted service quality, responsive customer service and flexible tariff options. â€Å"†¦. Having a clear connection cannot be a factor in choosing†¦.everyone provides that†¦.† â€Å" I would expect the provider to have good and responsive customer service to cater to complaints and resolve issues immediately† â€Å" †¦Apart from the basic services, I would also be interested in new offerings such as music and game downloads..† â€Å" †¦. I prefer lower recharge coupons and flexibility in payment plans..† Loyalty towards the providers Certain subscribers usually tend to stick with the current players unless there is a shift in either their needs or environment. Changes in provider are usually done when there is a shift in location geographically or a personal need. Also, there is the segment of consumers who do not really face an issue of number portability and are willing to switch to a different provider for want of a better offer or tariff â€Å" ..When I went to college, I found my friends with ‘X connection and hence got one as well†¦Ã¢â‚¬  â€Å"†¦This second connection was bought when I shifted from Hyderabad to Bangalore for my job..† â€Å"I like the friends circle plan that is offered by brand ‘Y and it suits my usage habits†¦..† Trust Worthiness Presence of a brand for a long duration in the market or with long term usage, subscribers develops a sense of attachment towards the brand that leads to the feeling of trust. â€Å"†¦ I think this brand is good and trust in subscribing to their offerings†¦.† â€Å" I think they are the best in the market, being the leaders in this region..† Brand Association/Image Most urban subscribers are conscious about the fit of the brand with their personalities. The youthfulness of the brand or the positioning also dictates their preference towards it. â€Å" †¦I would like it to be a bit classy and not for everyone†¦.† â€Å".. Trendy, with offers for the students is something I would look out for in my brand..† â€Å" ..The corporate connections are available only with these providers..which says a lot about these brands..† Hence narrowing down from the Pilot qualitative research, the factors that are taken into consideration for Quantitative analysis are as follows: Questionnaire Data Collection- Parameters for Assessment 1) Personal Profile a. Age b. SEC (Data regarding Education and Occupation of the Chief Wage earner is collected and then coded to extract the SEC of the respondent) c. Place of Residence 2) Brand Awareness a. Brand Recall i. Un-Aided ii. Aided b. Identification of Brand Elements i. Color of Brand Logo ii. Associated celebrity iii. Associated Tag Line 3) Brand Knowledge a. Brand Visibility across media 4) Brand Equity (Dependent variable) a. Rating of brand as the ‘Most Preferred Service Provider 5) Brand Associations a. Sincere b. Exciting c. Competent d. Rugged e. Sophisticated 6) Social Image a. I believe the brand is good and would subscribe to its offerings b. Trust 7) Brand Loyalty a. I believe this brand is worth the money I pay for its offerings b. Recommend ability of the brand c. Switching Likelihood to competitors brand given better offerings 8) Product Benefits a. Affordability b. Good Connectivity c. Clarity of Voice d. Responsive Customer Service e. Broad Set of Services and features 9) Brand Usage a. Number of Providers used thus far b. Current Service provider c. Name of brands used so far d. Choose type of services availed from the service provider . Stage 3: DATA ANALYSIS Brand Awareness and Usage pattern study Respondent Profile a. Age Dispersion: 20-60 years b. Locations considered: Metros, Tier I Cities pan India. Ahmedabad, Bangalore, Chennai, Mumbai, Delhi and Hyderabad c. By Gender: Male 62.8% Female 37.2% d. By SEC Classification From fig , it is seen that amongst the total valid respondent s, there is favorability towards SEC A. Given that most of the survey has been online in nature and that locations considered being metros and Tier I cities of India , this is justifiable. Further fig , provides the split across the 4 brands on the basis of SEC. It is clearly seen that both Airtel and Vodafone are mostly similar in terms of their positioning and having a higher incidence towards SEC A1 and A2 Brand Awareness It is interesting to note from fig that apart from Airtel that enjoys almost 95% unaided recall, the other brands are comparable in terms of their recall quotient. Specifically, BSNL as a brand has a higher recall on consumers minds over Vodafone and Reliance. In fig , when aided recall is considered, the disparity amongst brands reduces to a large extent and almost all brands fall between the 93 to 95% range except for new brands such as MTS which currently have a presence only across 11 out of 23 circles. An interesting fact to note from fig above is that in spite of the time elapsed, the ‘Hutch pug still holds a strong bond with the brand and subscribers compensate for the absence of celebritys through these brand symbols Usage Pattern From the fig it can be seen that most of the respondents on an average cluster around the possession of 2 service providers till date. Also, the average period of usage for respondents is around 24 months as is seen from fig STAGE 3: DATA ANALYSIS QUANTITATIVE Step 1: Identifying the important components of Brand Equity brand wise Using Exploratory Factor Analysis (EFA) The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands and the subscribers are to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. Exploratory factor analysis (EFA) is used to get this inter relationship or pattern between these variables and to reduce the number of variables. The resulting independent variables are termed ‘factors. The resulting factors and their variable groupings are observed to explain the nature of the factors and the resulting factors or components would be used in further analysis. Further, this is performed for each of the four brands. As a heuristic, factors with close loading on two or more components are rejected as they are not explained uniquely by one component. Further Eigen values are used to identify the number of factors. Principal Component Analysis is the extraction method that is used. Step2: Extracting the Scores of the components of Brand Equity brand wise The score of each of the resulting components of Brand Equity such as Perceived Quality, Brand Worthiness, Brand Loyalty, Brand Knowledge and Brand Personality have been computed using the mean of the weighted average of all the variables that are included within each component of the brand equity. This is calculated for each brand. For example: The component Airtel Brand Worthiness consists of 7 variables. The score of the 7 variables is multiplied by their respective factor loadings. The mean of the ‘weighted score of all the 7 variables is the score of the component Airtel-Brand Worthiness for Brand Airtel. These computed score of the factors and the scores of the dependent variable for Brand Equity are used to calculate the impact of components on the overall brand equity in the next stage Step3: Impact of Components of Brand Equity on the overall Brand Equity brand wise Using Multiple Regression Model On aggregating the variables on to different components brand wise, the next stage is to analyze the impact of these various components on the overall brand equity brand wise. Score on overall equity The dependent variable has the following attitudinal statement to get a brand wise score on the following statement that is measured on a 5 point scale â€Å"Your preference/liking levels for each of the 4 brands as the ‘Most Preferred Service Provider† It is seen that the variables that load onto the components vary brand wise. It is important to find the impact of these components on the overall brand equity for each brand in order to understand the significance each component plays on brand preference for each of the 4 brands. Hence, the weighted scores of the components are used as dependent variables to find their impact on the overall brand equity (as measured by the above rating) using Multiple regression analysis. This is calculated for each of the four brands. The regression model is given as follows: Y = a + b1X1 + b2X2 + b3X3 + b4X4 + †¦..bnXn + e Y = Score on the overall brand equity as given by the dependent variable for each of the brands X1 = Score on Component1 for each of the 4 brands X2 = Score on Component2 for each of the 4 brands X3 = Score on Component3 for each of the 4 brands Xn = Score Brand Equity for the Indian Telecom Market Brand Equity for the Indian Telecom Market INTRODUCTION Background Telecommunication may well be Indias best told story and an apt indicator of its current economic potential. In around a decade, this booming industry has seen more growth and coverage in newspapers than any other sector. Aiding this superlative growth s of being one of the fastest growing markets in the world, is Indias rising incomes, dropping tariffs, more options with newer entrants and more competition. Also, external conditions like friendly government policies and a stable growing economy over the past decade has resulted in the Telecom sector becoming one of the key areas in Indias growth story. Indias wireless subscriber base as of December 2009 stood at ~ 525 million subscribers with new mobile connections for that month at ~ 19.1 mn which is a 8.5% growth M-o-M.(Edelweiss Monthly Telecom Tracker, 2010) With the markets saturating in most of the developed markets, the wide consumer base and potential in this market has attracted a number of new entrants with players such as Uninor that was launched in only 8 circles (out of the total of 23 Telecom circles present in the Indian market) adding an impressive 1.2 mn subscribers within the first month of its launch. Rationale for this Study There is steadily a paradigm shift that is happening in the way mobile devices are to be used in the future and it could well become the one-touch-point with the convergence of mobile and networking. Rural consumer base is a segment all providers are eyeing with the increasing saturation in the urban markets and growing competition. Given the nature of this highly competitive sector and the rapidly changing needs of the Indian consumer it is highly relevant today for these service providing brands to look at means at targeting subscribers beyond just a pricing or a product strategy. Tariff wars though common to this sector, would in silos prove to be unsustainable and a short term gain strategy. Porter (1990) suggests that branding as a key means of ‘differentiation and one of the most important ‘positioning strategies. The significance of branding from the strategic perspective has been widely acknowledged across marketing literature (Kapferer, 1994, Keller 1999). Aaker (1989) argues that a brand provides a sustainable competitive advantage for firms. According to Farquhar (1989), brands with high equity show greater resilience towards competitor promotions as well as create high barriers to entry. Although the literature identifies several dimensions of brand equity from other industries, specifically Consumer Products and Goods, existing literature on service firms and specifically with respect to the Telecom market is sparse. Despite the growing importance of this sector and its growing contribution to the Indian services market, the topic of how Telecom service providers build brand equity and their focus areas appears to be under researched Expected Contribution By applying the widely accepted Consumer based brand equity model for gauging the components, this study aims at empirically studying the inter relationships and impact of components to the overall equity within the context of the Indian Telecom market. The identification of components of brand equity from the consumers perspective in the context of the Indian Telecom Market Understanding the relationship between the dimensions of brand equity and the overall equity for the top 4 brands in the Indian Market (Source: TRAI, Nov 2009) Testing the relative importance of the dimensions of brand equity towards brand building for the 4 brands considered A comparative framework in understanding the relative changes in perception and ideological differences between the four brands under consideration Implication of Findings Results would provide the relative significance of dimensions contributing to the overall brand equity and hence provide a direction for managers in their brand building in terms of the weight ages to be assigned to the indicators The measurement of the brand equity would help in evaluation of the marketing mix elements. Gaining a knowledge of the relative importance of the dimensions would provide direction to the managers in terms of deciding the promotional support Originality/value The principal contribution of the present research is that it provides empirical evidence of building brand equity, supporting Aakers and Kellers conceptualization of brand equity for the Indian Telecom market. Not only has the CBBE model not been widely adopted in India, the brand building of Telecom service providers has also not been widely explored. Also, it provides a comparative framework for understanding the dimensions across the four brands Flow To accomplish the above stated goals, this paper offers a brief introduction to Indias Telecom market, an overview of the top service providers, their offerings, strategies and technological advances in the field. This is followed by a review of relevant theoretical literature to arrive at the research gap and the research objectives. Next, it describes the methodology and rationale for measuring customer-based brand equity. Analysis, Interpretation, conclusions and managerial implications would be arrived at the end of the study. LITERATURE REVIEW Brand Building in the Indian Telecom Market Strong brands provide a means of competing beyond just functionality and price. Strong brands that connect with the customers provide a better path to growth and the added value to the customers in this case is beyond just features and pricing strategies (Ehrenberg, Goodhardt, Barwise, 1990) Although in the current Indian Telecom market, the aggressive competition has resulted in a virtual price war, empirical analysis states that competitive strategies based on pricing provide only short term and less effective measures (Tayebeh, Farahani Manjappa, 2008) In this context, the identification of dimensions of brand equity and its significance in building brands becomes highly relevant. Indian Telecom Market Overview Market Potential: Enormous business potential for entrants given the low tele- density which is around 42% as per QPAC- Indian Telecom Industry report. Role of Foreign players: The increase in the FDI (Foreign Direct Investment) limit from 49% to 74% in 2005 has further aided in this increasing number of players in the market bettering their offering in terms of functionalities and price.(Telecom Pulse- Enam Securities, 2009) Competitive Landscape: The landscape is highly competitive with aggressive entry of new players in the GSM market. The price wars have forced even the incumbents to join in, in order to arrest the fall in their market share Newer players in the market such as Tata Docomo (TTSL) topped the industry in terms of subscriber adds of upto 3.3 mn in December 2009 while the new entrant Uninor garnered up to ~ 1.2 mn subscribers in the first month of launch as per Edelweiss Telecom Tracker, Dec 2009. Players like Telenor and Elsihat DB are also set to launch their operations in India by June 2010 (Sector Review- India Infoline, 2009) All this indicates that the incumbents no longer can afford to rely on short term measures to hold on to market shares Changing Market Scenario: Attractive Rural Markets: As per government statistics, the mobile penetration in rural regions is only around 13% as opposed to 73% in urban areas (Telecom and Technology Report- Economic Intelligence Unit, 2009) Challenges Faced: Despite the strong growth s, there are issues the market is facing in terms of Increase in fragmentation in the urban markets Competitive nd Aggressive Pricing Strategies Technological Updates: Atleast 60 to 80 million mobile subscribers will be 3-G enabled by 2012 which changes the market scenario. (QPAC- Indian Telecom Industry Report, 2009) The growing acceptance of Value added services (VAS), 3G would allow companys to increase their ARPU (Average Revenue per User) s by shifting from voice to non-voice segments CUSTOMER BASED BRAND EQUITY (CBBE) CONSTRUCT Given the context, companies have realized that investing in the right band building efforts will make brand equity one of their invaluable assets. Developing, maintaining and enhancing brand equity becomes the prerogative for brand building by any company Brand equity theory as proposed by Aaker (1991) was further developed from the consumers perspective by Keller (1993). According to Keller (2008), â€Å"customer-based brand equity is the differential effect that the brand has on consumer response to the marketing of the brand† (p. 70). The brand equity concept is measured broadly from two perspectives Financial based measure Consumer Based measure Various researchers have worked on developing a good model and constructs for its measurement as this is the basis for managing brand equity. In our paper we consider brand equity from the consumer perspective in terms of the value if provides to the consumer. CONCEPTUAL MODEL Aaker (1996) defines brand equity as a multidimensional concept and the components he associates with it include: Brand Awareness Perceived Quality Brand Associations and Proprietary Assets Consumer based brand equity has also been used as a measure has been previously by several researchers such as Yoo and Donthu (2002) and Washman and Plank (2002) Every company and sector looks at building and managing its equity as a means of gaining long term competitive advantage. In the model developed by Yoo and Donthu (2001) based on consumer based equity model, the authors have adopted the following four dimensions for the brand equity construct; Brand Loyalty Brand Awareness Perceived Quality Brand Associations An interesting fact contended by researchers by Srinivasan, Park and Chang (2005) was that apart from product related benefits, ‘non attributes also form strong preferences in terms of building brand equity and associations and forming points of differentiation. This is of high significance in our research given that we are working with service brands. For the purpose of our study, we adopt four dimensions to measure brand equity Generic brand Equity Dimensions Adopted 1 Brand Loyalty 2 Brand Awareness 3 Perceived Quality 4 Brand Associations The understanding of these generic dimensions in the context of the Indian Telecom market is done through the Pilot Qualitative research. This is further applied and tested onto the four brands using the Quantitative research KNOWLEDGE GAP The knowledge gaps identified are as follows: The existing literature points to the presence of various consumer based brand equity models and constructs, but there has been very few studies done in this field in terms of a particular sector but rather the focus is on development of a valid measurement model There are very few studies conducted in this field in the Indian context and specifically there are almost none that have been done from the perspective of identification of components for services There is hence paucity of literature about building service brands. Also, no previous research has examined the link dimensions of brand equity to the overall brand building for the Telecom market There is almost nil literature that is available that relates to branding and its impact on the Telecom market across the world. This would provide a whole scope of opportunities for future research in providing managers specific indicators and relative significance of factors that contribute to brand building. The research has further not been restricted to student samples only and is to be conducted on the actual consumers This article focuses on the measurement and impact of the dimensions on overall rand building exercise which is of paramount importance to the managers specifically in the field of Telecom where there has been sparse research done to arrive at the sector specific factors that contribute to building a strong brand. This research aims to address this need gap in both geography and sector (Indian Telecom market) through this study RESEARCH PROBLEM DEFINITION Research problem To measure the components of brand equity and explore the impact of the different dimensions on the overall equity specifically for the top four service provider brands operating in the Indian Telecom Market. Also to find out which is the most important component of the branding that leads to success in the Indian Market by the application of Consumer based brand equity (CBBE) model. Here, the category is a part of the design as we are specifically looking at how the components work in the case of service brands. Hence, the research findings would be applicable, if any, to other service categories than CPG or Durables. Research Questions To gauge the indicators of different components of Consumer based Brand Equity specifically in the context of the Indian Telecom Market* To Investigate the causal relationship between the dimensions of brand equity and the overall equity for top four service provider brands operating in the Telecom market* in India To use the Customer based Brand Equity model to test the relative importance of the dimensions of Brand Equity towards brand building for the Indian Telecom market* To provide a comparative framework in understanding these dimensions from the perspective of the four brands under consideration. * Here, the top 4 brands in the Indian Telecom Market (Airtel, Vodafone, Reliance and BSNL as of November 2009) are considered as a part of the analysis RESEARCH METHODOLOGY 1.1 Research Design: In order to achieve the objective as explained by the previous section, the following stages are proposed as a part of the research design. RESEARCH DESIGN AND ANALYSIS FRAMEWORK Storyboard PILOT QUALITATIVE RESEARCH The imperative behind this pilot Qualitative Analysis is to identify various parameters that are specific to the Indian Telecom market as derived on the basis of the CBBE model. These parameters are further taken as input for the Quantitative stage in the questionnaire. Data Collection Techniques Depth Interviews was used as the primary means of obtaining the qualitative data. Given the generic nature of the attributes to start with, the depth interviews provide flexibility in data collection and insights on pattern of usage. The purpose of these exploratory and unstructured interviews was to uncover the underlying motivation behind a persons behavior and actions. A guideline/discussion guide (Please refer to Appendix for a snapshot of this guideline used) was prepared for giving a direction and including the information areas to be probed in the discussion. The interview was free flowing on the basis of the responses obtained. A total of 8 depth interviews were conducted to understand the nature of subscribers need satisfaction when it comes to communication. Also, it aims to understand the emotional and functional benefits that is derived The discussion guide prepared broadly follows the below structure: Perspective on the Indian Telecom current market scenario The manner in which communication has changed over time Factors influencing choice of service provider Benefits sought in terms of functional and emotional attributes Brand Associations and Image associated with current players Association of Service Providers with instrumental and terminal values Drivers and restraints in choosing provider The tools and techniques used in order to probe included Projective Techniques such as Word Association, probing on attitudes and behavior with respect to their usage patterns and the emotional and functional benefits sought. Also, Projective and Enabling techniques such as Personification and Bubble drawing was used. The respondents were required to enter their thoughts associated with the provided brands. Data Elicitation techniques such as Sentence Completion and Clustering were used for the identification of instrumental and terminal values with the service providers apart from Brand Mapping QUANTITATIVE RESEARCH The various parameters that have been identified from the pilot qualitative questionnaire are to be tested to apply the CBBE model to the 4 top brands. The questionnaire is used for this purpose in order to identify the brand preferences and test the veracity of the parameters identified from the qualitative research. For this study, for the purpose of data accuracy and constraints, the top 4 brands in the Indian telecom market (as of Nov 2009) are considered Airtel, Vodafone, Reliance Communication and BSNL. Also, this selection allows us to compare and analyze the differences between diverse brands such as Airtel and BSNL. Also, it allows us to analyze the change in perceptions in the market towards brands such as BSNL over the years despite its strong head start in the market. The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. The independent variables identified are the 16 variables from the factors given below: a) Brand Knowledge b) Brand Associations c) Social Image d) Brand Loyalty e) Product Benefits f) Brand Usage i. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands. ii. The respondents are required to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. iii. Apart from this, the personal profiles of the respondent including the fundamental demographic details are collected. iv. Also, the usage habits in terms of their brands and the services utilized are also collected for further analysis. The questionnaire that is used is present in Appendix for reference. Following the data collection, the analysis is done using SPSS 15. This is further elaborated in the Data analysis section. 1.2 UNIVERSE SELECTION Qualitative Stage: In the first Qualitative Stage where we are looking at having Depth interviews to identify and assess the parameters specific to the Indian context, it is important to have a representation of the top 4 brands that is to be analysed. Hence the universe selection is as follows for the Qualitative Stage: City Gender SEC Age Current Service Provider DIs Bangalore M A2 20- 35 Reliance 2 Bangalore M B2 26- 40 BSNL 2 Ahmedabad F A1 23-28 Airtel 2 Ahmedabad M B1 25-35 Vodafone 2 Quantitative Stage: In the next stage of Quantitative analysis, we are looking at seeking responses and assessing the parameters identified to apply the CBBE model for the 4 brands. Hence, this should broadly meet the following criteria: Born and Currently residing in India Male or Female Age group between 20 60 Must be a user/have used at least one of the following four brands Airtel, Vodafone, Reliance or BSNL As the questionnaire was to be primarily administered online, it also necessitated the presence of a internet connection and was geographically dispersed across Metros and Tier I cities pan India SAMPLING DESIGN The Pilot qualitative research required Depth interviews from the perspective of the 4 different brand users. A total of 8 depth interviews was conducted for this purpose across genders and SECs. the sampling technique was stratified random with stratification on the basis of he brand Quantitative Stage: a. The questionnaire for the Quantitative stage was administered online. The targeted size was 130 to 150. This was arrived at considering the constraints given that each respondent was to provide responses for all the four brands thus providing rich data per response. b. The current offerings offered by the service providers are not segment-specific. Covering the difference in attitudes depending on changes in age, gender or geographic dispersion is not within the scope of this study and is not statistically analyzed from the point of future research. Hence there is to be no age or gender restriction in the sample selection. c. The cities chosen for sample selection include the metropolitans across the country and Tier I cities which would give a snapshot into the various geographic circles where the service is present within the constraints of administering the questionnaire online. Out of the total of 172 respondents, the number of complete valid responses obtained was 121. The demographics of this set are as follows: The completed responses have been filtered as per the following criteria: a. Location Constraint b. Usage Constraint: User/have used at least one of the top four brands Airtel, Vodafone, Reliance and BSNL Stage 2: DATA ANALYSIS Pilot Qualitative Study The broad parameters arrived at from the in- depth interviews are as follows: Performance of the Brand With the evolution of the Indian Telecom Industry and the emergence of multiple players with competitive offerings, the Indian subscribers are at a stage where the minimum expectation from any new entrant is the presence of a good working model with uninterrupted service quality, responsive customer service and flexible tariff options. â€Å"†¦. Having a clear connection cannot be a factor in choosing†¦.everyone provides that†¦.† â€Å" I would expect the provider to have good and responsive customer service to cater to complaints and resolve issues immediately† â€Å" †¦Apart from the basic services, I would also be interested in new offerings such as music and game downloads..† â€Å" †¦. I prefer lower recharge coupons and flexibility in payment plans..† Loyalty towards the providers Certain subscribers usually tend to stick with the current players unless there is a shift in either their needs or environment. Changes in provider are usually done when there is a shift in location geographically or a personal need. Also, there is the segment of consumers who do not really face an issue of number portability and are willing to switch to a different provider for want of a better offer or tariff â€Å" ..When I went to college, I found my friends with ‘X connection and hence got one as well†¦Ã¢â‚¬  â€Å"†¦This second connection was bought when I shifted from Hyderabad to Bangalore for my job..† â€Å"I like the friends circle plan that is offered by brand ‘Y and it suits my usage habits†¦..† Trust Worthiness Presence of a brand for a long duration in the market or with long term usage, subscribers develops a sense of attachment towards the brand that leads to the feeling of trust. â€Å"†¦ I think this brand is good and trust in subscribing to their offerings†¦.† â€Å" I think they are the best in the market, being the leaders in this region..† Brand Association/Image Most urban subscribers are conscious about the fit of the brand with their personalities. The youthfulness of the brand or the positioning also dictates their preference towards it. â€Å" †¦I would like it to be a bit classy and not for everyone†¦.† â€Å".. Trendy, with offers for the students is something I would look out for in my brand..† â€Å" ..The corporate connections are available only with these providers..which says a lot about these brands..† Hence narrowing down from the Pilot qualitative research, the factors that are taken into consideration for Quantitative analysis are as follows: Questionnaire Data Collection- Parameters for Assessment 1) Personal Profile a. Age b. SEC (Data regarding Education and Occupation of the Chief Wage earner is collected and then coded to extract the SEC of the respondent) c. Place of Residence 2) Brand Awareness a. Brand Recall i. Un-Aided ii. Aided b. Identification of Brand Elements i. Color of Brand Logo ii. Associated celebrity iii. Associated Tag Line 3) Brand Knowledge a. Brand Visibility across media 4) Brand Equity (Dependent variable) a. Rating of brand as the ‘Most Preferred Service Provider 5) Brand Associations a. Sincere b. Exciting c. Competent d. Rugged e. Sophisticated 6) Social Image a. I believe the brand is good and would subscribe to its offerings b. Trust 7) Brand Loyalty a. I believe this brand is worth the money I pay for its offerings b. Recommend ability of the brand c. Switching Likelihood to competitors brand given better offerings 8) Product Benefits a. Affordability b. Good Connectivity c. Clarity of Voice d. Responsive Customer Service e. Broad Set of Services and features 9) Brand Usage a. Number of Providers used thus far b. Current Service provider c. Name of brands used so far d. Choose type of services availed from the service provider . Stage 3: DATA ANALYSIS Brand Awareness and Usage pattern study Respondent Profile a. Age Dispersion: 20-60 years b. Locations considered: Metros, Tier I Cities pan India. Ahmedabad, Bangalore, Chennai, Mumbai, Delhi and Hyderabad c. By Gender: Male 62.8% Female 37.2% d. By SEC Classification From fig , it is seen that amongst the total valid respondent s, there is favorability towards SEC A. Given that most of the survey has been online in nature and that locations considered being metros and Tier I cities of India , this is justifiable. Further fig , provides the split across the 4 brands on the basis of SEC. It is clearly seen that both Airtel and Vodafone are mostly similar in terms of their positioning and having a higher incidence towards SEC A1 and A2 Brand Awareness It is interesting to note from fig that apart from Airtel that enjoys almost 95% unaided recall, the other brands are comparable in terms of their recall quotient. Specifically, BSNL as a brand has a higher recall on consumers minds over Vodafone and Reliance. In fig , when aided recall is considered, the disparity amongst brands reduces to a large extent and almost all brands fall between the 93 to 95% range except for new brands such as MTS which currently have a presence only across 11 out of 23 circles. An interesting fact to note from fig above is that in spite of the time elapsed, the ‘Hutch pug still holds a strong bond with the brand and subscribers compensate for the absence of celebritys through these brand symbols Usage Pattern From the fig it can be seen that most of the respondents on an average cluster around the possession of 2 service providers till date. Also, the average period of usage for respondents is around 24 months as is seen from fig STAGE 3: DATA ANALYSIS QUANTITATIVE Step 1: Identifying the important components of Brand Equity brand wise Using Exploratory Factor Analysis (EFA) The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands and the subscribers are to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. Exploratory factor analysis (EFA) is used to get this inter relationship or pattern between these variables and to reduce the number of variables. The resulting independent variables are termed ‘factors. The resulting factors and their variable groupings are observed to explain the nature of the factors and the resulting factors or components would be used in further analysis. Further, this is performed for each of the four brands. As a heuristic, factors with close loading on two or more components are rejected as they are not explained uniquely by one component. Further Eigen values are used to identify the number of factors. Principal Component Analysis is the extraction method that is used. Step2: Extracting the Scores of the components of Brand Equity brand wise The score of each of the resulting components of Brand Equity such as Perceived Quality, Brand Worthiness, Brand Loyalty, Brand Knowledge and Brand Personality have been computed using the mean of the weighted average of all the variables that are included within each component of the brand equity. This is calculated for each brand. For example: The component Airtel Brand Worthiness consists of 7 variables. The score of the 7 variables is multiplied by their respective factor loadings. The mean of the ‘weighted score of all the 7 variables is the score of the component Airtel-Brand Worthiness for Brand Airtel. These computed score of the factors and the scores of the dependent variable for Brand Equity are used to calculate the impact of components on the overall brand equity in the next stage Step3: Impact of Components of Brand Equity on the overall Brand Equity brand wise Using Multiple Regression Model On aggregating the variables on to different components brand wise, the next stage is to analyze the impact of these various components on the overall brand equity brand wise. Score on overall equity The dependent variable has the following attitudinal statement to get a brand wise score on the following statement that is measured on a 5 point scale â€Å"Your preference/liking levels for each of the 4 brands as the ‘Most Preferred Service Provider† It is seen that the variables that load onto the components vary brand wise. It is important to find the impact of these components on the overall brand equity for each brand in order to understand the significance each component plays on brand preference for each of the 4 brands. Hence, the weighted scores of the components are used as dependent variables to find their impact on the overall brand equity (as measured by the above rating) using Multiple regression analysis. This is calculated for each of the four brands. The regression model is given as follows: Y = a + b1X1 + b2X2 + b3X3 + b4X4 + †¦..bnXn + e Y = Score on the overall brand equity as given by the dependent variable for each of the brands X1 = Score on Component1 for each of the 4 brands X2 = Score on Component2 for each of the 4 brands X3 = Score on Component3 for each of the 4 brands Xn = Score