The Historical And Social Background Of Mauritius Education Essay

The Republic of Mauritius lies in the south West of the Indian Ocean. It is comprised of the chief island of Mauritius and the islands of Rodrigues, Agalega and Saint Brandon every bit good as a figure of outlying smaller islands. The chief island of Mauritius is situated about 900 kilometers to the E of Madagascar, at latitude 20 South and 57 East. Mauritius was an uninhabited island. It ne'er had an autochthonal population. The Portuguese foremost discovered the island in 1513. Then came the Dutch who rediscovered the island in the late 17th century and abandoned it around 1710. A few old ages subsequently the Gallic came and decided to remain. It was during the period of the Gallic colonization that the island acquired the features of a society and the economical, educational and cultural constructions they established formed the base of development. In 1810, the island was taken over by the British. The British introduced alterations in the island in many Fieldss particularly in the Education Sector. Mauritius became an independent crowned head province on 12 March 1968 and a Republic in 1992. Mauritius is divided into nine territories. The territories are Plaines Wilhems, Port Louis, Moka, Flacq, Black River, Savanne Pamplemousses, Riviere du Rempart, and Grand Port. The Mauritanian society is a multicultural as a consequence of its historical factors. Its population consists of emigres and posterities of emigres from three continents – Europe, Africa and Asia. The assortment of cultural beginnings coupled with the Franco- British historical background gave rise to a complex linguistic communication state of affairs. Gallic Creole is spoken by about the whole population. English is the official linguistic communication and medium of direction for all the other academic topics in schools and French is the 2nd chief linguistic communication taught in schools. Apart from these, a assortment of oriental linguistic communications are taught in schools- Hindi, Urdu, Tamil, Mandarin and Arabic. The web of mass media is efficient. Several day-to-day and hebdomadal documents are printed, chiefly in Gallic but besides in other linguistic communications ; wireless, and telecasting broadcasts are in English, French and Oriental Languages. The communicating web is now farther strengthened by the latest information and communicating engineering ( ICT ) services like the Internet. All the primary and secondary schools have computing machine labs and cyberspace services. Some schools even have their web sites. The Mauritanian economic system is turning quickly. It is in the procedure of transmutation from a low accomplishment, low labour-cost economic system to a much more skill-intensive one in which high degrees of instruction and preparation are necessary at all degrees. It is hence of import to maximize the quality of instruction provided at all degrees and to guarantee that pupils go forthing school are equipped with cognition, attitudes and accomplishments that are appropriate for employment in this altering economic system. The population statistics for Mauritius are shown in Table 1.1.1. Table 1.1.1: Population Statisticss for Mauritius. 2000 2007 2008 Population Male Female 1,686,900 588,200 598,700 1,260,400 622,900 637,500 1,268,600 626,600 642,000 Under 15 old ages 15-59 old ages Above 59 old ages Percentage of 25.7 65.2 9.1 Population 23.3 66.7 10.0 32.8 66.9 10.31.2 The Educational System in MauritiusThe battle for ‘Education for All ‘ began in the 1930s and 1940s. With the accomplishment of the constitutional reforms in 1948, there grew a steadfast committedness to it. This was seen in the addition of instruction proviso and more school registration. After Independence in 1968, the accent was on increasing the figure of schools and bettering the school substructure. In the 80 ‘s this changed to the betterment of the quality and the effectivity of those schools. Today, after holding achieved the first end of cosmopolitan primary instruction, the displacement in accent is from enrolment rates and good school substructure to quality and relevancy of instruction. The state ‘s committedness to ‘Education for All ‘ is reflected in its Budget Outgo on Education. Table 1.2.1: Public Recurrent Outgo on Education 2007/08 Sri lanka rupees 2008/09 Sri lanka rupees Pre-Primary Education 110,132,076 116,934,998 Primary Education 1,868,909,408 1,862,261,704 Secondary Education 4,107,591,263 4,212,434,404 Particular Education Needs 17,707,557 18,348,269 Technical & A ; Vocational Education and preparation 293,646,227 299,735,575 Third Education 825,424,624 858,743,267 Continuing Education 166,588,844 173,632,783 Entire 7,390,000,000 7,542,000,000 Schooling in Mauritius is based on the 6 + 5 + 2 system, inherited from the British, with 6 old ages of primary instruction taking to the Certificate of Primary Education ( CPE ) , followed by 5 old ages of secondary instruction taking to the Cambridge School Certificate ( SC ) and a farther two old ages taking to the Cambridge Higher School Certificate ( HSC ) or GCE ‘A ‘ degree scrutinies.1.2.1: Pre Primary EducationAround 95 % of our kids attend pre-primary schools. In 2008, about 1070 pre-primary schools were officially registered with the Ministry of Education and Human Resources with a population of 29,738 kids, 2,541 instructors and 919 non-teaching staff. A pre-primary unit has been established in the Ministry to beef up the pre-primary sector and to supervise its advancement. At this phase itself, the students are bit by bit exposed to English and Gallic linguistic communications. The lessons ( chiefly mathematics and life accomplishments ) are conducted in Engli sh.1.2.2 Primary EducationPrimary instruction is free and compulsory, for kids belonging to the age group of 5-12 old ages, in Mauritius. There are 302 primary schools out of which 220 are run by the authorities and 51 by the Roman Catholic Education Authority ( RCEA ) , 2 by the Hindu Education Authority and the other 29 are Private non-aided schools. Legislation has been introduced since 1991 to do primary instruction compulsory and a common school course of study is used. In 2008, the primary school population was 114,007 ( 58128 male childs and 55879 misss ) . Consequently 98 % of the Mauritanian population of primary school age attended school. Currently, the topics taught are English, Gallic, Mathematics, Environmental Studies, Creative Education, and Physical Education. Seven Asiatic Languages, viz. , Hindi, Urdu, Arabic, Tamil, Telugu, Marathi and Modern Chinese are besides taught to students who opt to analyze any one of them. Students enter Grade 1 ( besides called Standard I in Mauritius ) at the age of five and take CPE scrutiny after six old ages of schooling. This scrutiny is mandatory and is besides used to rank students for entree to topographic points in the extremely rated secondary schools. From Grade 1, the pupils under the primary instruction in Mauritius automatically travel up to Rate 4. After Grade 4, the pupils undergo a biennial readying for the CPE scrutinies and end-of-year concluding scrutinies for both classs 4 and 5 are prepared at national degree by the Ministry of Education and Human Resources. Progress towards quality in primary instruction is seen in high registration rates, investing in infrastructure- school edifices, resort areas, school- gardens, audio-visual installations, school libraries, diminishing pupil-teacher ratio, control of school conveyance, school feeding plan, school wellness plan, proviso of free text-books, teacher instruction and an effectual appraisal system. Of the 7542 million of rupees budget in 2008/2009 devoted to instruction, 24.7 % goes to primary sector. Soon, there are 8090 instructors involved in the Primary schools. In peculiar, 5454 are learning staff, 4080 General Purpose Teachers and 1374 Oriental Language Teachers. The staying 2636 comprised 303 Head Teachers, 918 Deputy Head Teachers and 1415 Administrative and other workers. Table 1.2.1.1 shows the Certificate for Primary Education ( CPE ) scrutiny consequences for last four old ages. Despite the consistent care of the per centum base on balls, the high failure rates can non be ignored. Capable 2004 2005 2006 2007 English 71.3 73.3 75.8 74.7 Gallic 71.8 69.7 76.6 71.1 Mathematicss 73.9 73.1 73.6 72.6 Electron volt 71.0 75.1 73.4 70.0 Science 77.4 75.0 70.1 72.3 Table 1.2.1.1: Percentage Base on balls at CPE Examination1.2.3 Secondary EducationFree secondary instruction was introduced in 1977. In 2008, there were 69 State Schools and 106 private schools which were supplying secondary instruction. The private schools are besides allocated authorities financess through the Private Secondary Schools Authority ( PSSA ) , which besides provides proficient advice and counsel. In 2008, there were 112,995 students in secondary schools ( 55 873 misss and 58 730 male childs ) . Some secondary schools are considered as ‘star ‘ schools. This accounts for the high competition at the CPE scrutiny, as merely those ranked are chosen to travel to these schools. This state of affairs is likely to prevail until all secondary schools are considered ‘equal ‘ in resources and quality. To fulfill the demands of the labor market, alterations are being introduced bit by bit, at the upper secondary degree with Business and Technical watercourses. The Industrial Vocational Training Board ( IVTB ) , which was established in 1989, provides vocational preparation. Other administrations such as Handicraft Centres and the Lycee Polytechnique besides help out in Vocational Training.1.2.4 Teacher TrainingIn primary schools, instructors are classified into two classs: the General Purpose instructors and the Oriental Language instructors. The General Purpose instructors have to learn at least four topics including Mathematics, English Language, Gallic Language and Environmental Science. The Oriental linguistic communication instructor has to learn merely one oriental linguistic communication. They have all followed a biennial pre-service preparation class, taking to a Certificate in Primary Education. This class is conducted by the Mauritius Institute of Education ( MIE ) . The class involves pedagogical, learning methods and regular visit to primary schools. During the preparation, instructors besides have to make learning pattern in schools. There is a major programme for upgrading primary school instructors, taking to an Advanced Certificate. Particular preparation for remedial instruction is besides being provided. Most of the instructors recruited to work in the Secondary Schools possess a Bachelor ‘s grade. Every instructor is required to learn one topic merely. However, there are some instructors who possess a sheepskin merely and accordingly they are allowed to learn pupils up to School Certificate ; nevertheless, these instructors can follow a Bachelor in Education grade at the MIE. Courses taking to Post-Graduate Certificate in Education ( PGCE ) are besides organised for in-service secondary school instructors. Recently, classs taking to Masters Degree Education are being conducted jointly by MIE and abroad universities.1.2.5 Third EducationThird Education was made free in Mauritius in 1988. This sector comprises the University of Mauritius, University of Technology Mauritius, Mauritius Institute of Education, Mahatma Gandhi Institute and Mauritius College of the Air. The Mauritius Institute of Education ( MIE ) runs classs in Pre-School Education and Educational Administration every bit good as preparation classs for Primary and Secondary teachers- Certificate and Advanced Certificate for Primary School Teachers ; Certificate, Diploma, Bachelor in Education and PGCE for Secondary School Teachers. Recently, it has started a Maestro in Education class in coaction with the University of Brighton, UK. The Mahatma Gandhi Institute ( MGI ) , in coaction with University of Mauritius ( UOM ) and the MIE, runs classs at degree degree and Teacher Training Certificate classs in Asiatic Languages, every bit good as Diploma courses in Indian Music and Dance, the Humanistic disciplines and Hindi Studies. The Mauritius College of the Air ( MCA ) provides media support in assorted educational spheres, with wireless and telecasting programmes at different degrees. It is to be used as a Resource Centre for Distance Education. The Tertiary Education Commission ( TEC ) established in 1988, is the agent for planning and co-ordination of third instruction. It has established machinery for advancing research in different countries in the different establishments. By and large, the primary-level instructors join the profession with Higher School Certificate ( HSC ) as making. Nowadays, there are many new instructors who already possessed a sheepskin or grade from a university ( chiefly MIE or UOM ) . Then they undergo mandatory 3-year preparation at the MIE on full-time footing. During their preparation, they are besides posted to schools under counsel of experient instructors for learning pattern.1.2.6 Curriculum DevelopmentThe National Centre for the Curriculum Research and Development ( NCCRD ) has been set up to fix curriculum stuffs and circulate them efficaciously to schools. The kernel in the invention of puting up a separate Centre for course of study development is that: It is designed to work with students, instructors, caputs of schools who constitute the most of import portion of the system. Ultimately, it is the schools which will do the procedure of course of study development an effectual agencies of conveying about reform and alteration in the system. It pools limited fiscal resources in order to work the cardinal issues in course of study development. It has become the focal point for partnerships for like-interest groups by tapping the best professional expertness at all degrees and in making so it has become the chief beginning of invention and betterment in schools. The inventions undertaken in course of study development have led to a replacing of unequal traditional processs for course of study preparation through ad-hoc commissions, a re-appraisal of the lower-secondary and primary school curricular and in the devise of a new course of study model. For each topic and each degree, course of study panels consisting representatives from MIE, Mahatma Gandhi Institute ( MGI ) , Mauritius Examination Syndicate ( MES ) , Ministry of Education and Human Resources, caput instructors and instructors prepare the course of study stuffs harmonizing to national, educational, pedagogical and psychological norms. These are trialled before concluding printing and distribution to schools. The NCCRD is governed by a board that controls and proctors book production harmonizing to national norms. Textbooks are prepared for all degrees: pre-primary, primary, lower secondary and basic secondary schools- for all topics including Movement Education and Creative Education. Together with text editions, instructors ‘ ushers and other instructional stuffs are prepared for distribution to schools. Regular sensitization workshops are held both in Mauritius and Rodrigues on the usage of the books.1.2.7 Examinations and AppraisalsExaminations have an of import function in bettering the quality of instruction. The Mauritius Examination Syndicate is the chief establishment concerned with scrutinies. At the primary degree, for class 1 to 5, each school has its ain appraisal patterns based on the national course of study aims as spelt out in the text edition. The Ministry of Education, and Human Resources prepares the terminal of twelvemonth scrutinies for classs 4 and 5, nevertheless, these are school based. The Certificate of Primary Education ( CPE ) is a national scrutiny held at the terminal of six old ages of primary schooling. It is both a trial of the degree of attainment of every kid every bit good as a selective device for admittance to the best secondary schools. The MES takes luxuriant attention in the design, disposal, taging, security and equity of the scrutinies. To supervise learning accomplishment and to better criterions on instruction, the MES has developed a Learning Competency Project and laid down Learning Competencies for each age degree in footings of Essential and Desirable Competencies. The doctrine behind the puting down of ELCs ( Essential Learning Comp etencies ) for all kids and DLCs ( Desirable Learning Competencies ) for those who can travel beyond the indispensable is that no kid should be hurried along in order to finish the ‘syllabus ‘ without understanding but besides that no kid should be held back because of others who need a longer clip to understand and absorb what they learn. Therefore, the CPE scrutinies are based on ELCs and DLCs. As yet, there is no formal system of Continuous Assessment in our primary schools, although there have been a few efforts to present it. The new educational reforms emphasise the demand for a sound system of Continuous Assessment in primary schools. At secondary degree, the MES organises and behaviors scrutinies in coaction with the University of Cambridge Local Examinations Syndicate. The scrutinies are held at the terminal of the 5th twelvemonth ( 16+ ) of the secondary rhythm taking to the attainment of ‘O ‘ degrees ( School Certificate Examination ) and the terminal of the 7th twelvemonth ( 18+ ) of secondary rhythm taking to the attainment of ‘A ‘ degrees ( Higher School Certificate Examination ) . The MES plays an of import function in mauritianising the scrutinies, therefore doing the scrutiny geared to the demands of the state every bit good as maintaining international criterions. Through the puting up of Examinations Capable Advisory Panels- which comprise all spouses in each subject- the course of study, text editions, etc. are closely monitored and alterations are subtly brought to the system. For School Certificate scrutinies, 17 topics are locally marked. Campaigners have a wider scope of topics, 45 at School Certificate degree and 40 at Higher School Certificate degree. Each campaigner chooses 7 to 8 topics at SC degree and 3 chief topics and 2 subordinate 1s at HSC degree. Regular preparation of instructors in the usage of the scrutinies course of study, taging strategies, paper scenes etc. is done and therefore doing scrutinies an of import agencies of bettering criterions and the quality of instruction.Understanding GeometryThe term â€Å" geometry † merely means â€Å" earth step † ( ‘Geo ‘ intending ‘Earth ‘ and ‘metry ‘ significance ‘measurement ‘ ) . Geometry is one of the longest constituted subdivisions of mathematics and its beginnings can be traced back through a broad scope of civilization and civilizations. Several research workers have defined geometry in their ain footings and experience. Some common 1s are discussed in this subdivision. Geometry is the term given to the apprehension of hold oning infinite. Such understanding helps pupils represent and do sense of the universe. In order to develop spacial sense, pupils must make more than larn the names of forms. They need to analyze features and belongingss of geometric forms and develop an apprehension about relationships that exist among them ( Gould, 2003 ) . Geometry, says the celebrated UK Mathematician Sir Michael Atiyah ( 2001 ) , is one of the two pillars of mathematics ( the other being algebra ) . Sir Michael Atiyah writes: Spatial intuition or spacial perceptual experience is an tremendously powerful tool and that is why geometry is really such a powerful portion of mathematics- non merely for things that are non. We try to set them into geometrical signifier because that enables us to utilize our intuitionaˆÂ ¦ ( Atiyah, 2001, p.50 ) By concentrating on geometry, the focal point is on the development and application of spacial constructs through which kids learn to stand for and do sense of the universe. â€Å" Geometry is hold oning spaceaˆÂ ¦aˆÂ ¦that infinite in which the kid lives, breathes and moves†¦ ..the infinite that the kid must larn to cognize, explore, conquer, in order to populate, breathe and travel better in it † ( Freudenthal, 1973, p.403 ) . Geometry is an abstract subdivision of mathematics that helps pupils ground and understand the self-evident construction of mathematics. It is concerned with happening the belongingss and the measuring of certain geometric objects. Geometric belongingss are those belongingss of the objects that remain invariant under certain transmutations when the sizes and measurings of the objects change ( National Council of Teachers of Mathematics, 2000 ) . Godfrey, a taking reformist in England at the start of the twentieth century, argued that mathematics is non undertaken entirely by logic but that another power is necessary. He called this ‘geometrical power ‘ , depicting it as ‘the power we exercise when we solve a rider ( a hard geometrical job or cogent evidence ) . To develop this power, Godfrey argued, it is indispensable to develop pupils ‘ â€Å" geometrical oculus † , something he defined as â€Å" the power of seeing geometrical belongingss detach themselves from a figure † ( Godfrey, 1910 ) . Piaget relates geometry as the scientific discipline of infinite. He describes the development of the kid ‘s representational infinite every bit good as the mental image of the existent infinite in which the kid is moving where â€Å" mental representation is non simply a callback from a memory bank but it is an active Reconstruction of an object at the symbolic degree. Therefore, geometry is the survey of points, lines, angles and forms, and their relationships and belongingss. It sounds like a batch to cognize, but much of it is already in your caput. Geometry is all around us. If people did n't believe about geometry, they would n't be able to construct great constructions such as pyramids or even simple things that are level as a tabular array.1.4 Geometry as a Basic SkillGeometry is besides considered as a basic accomplishment. Sherard ( 1981 ) provinces seven grounds that show geometry is a basic accomplishment: Its usage as an assistance for communicating. Its application in real-life jobs. When depicting the location of topographic points or when giving waies, geometric footings such as â€Å" parallel to † and â€Å" diagonally from † are used extensively. It is used as an application in other subjects in mathematics and to fix pupils to analyze classs in higher maths and scientific disciplines. It helps pupils to develop spacial perceptual experience and stimulate & A ; exercise general thought and problem-solving accomplishments. It helps pupils to understand and appreciate the beauty of the physical universe. Many of the footings used to place, infer and ground can be used outside of the geometry sphere. As stated, geometry is a basic accomplishment since it is an of import assistance for communicating. Our basic speech production and composing vocabularies have many geometric footings: e.g. point, line, plane, curve, angle, analogue, circle, square, rectangle and trigon. If we are to pass on to others the location, size or form of an object, geometric nomenclature is indispensable. We use geometric nomenclature in depicting forms of objects: â€Å" The floor tiles are trim or the headlamps on that theoretical account of the auto are rectangles † or in giving waies: â€Å" Church Street is parallel to Main Street or do a right bend at the 2nd traffic visible radiation † ( Sherard, 1981 ) .1.5 Importance and Applications of GeometryUnderstanding of form and infinite begins with babes as they learn to creep and walk, detecting the universe and infinite around them ( Doverburg & A ; Prambling Samuelson, 2001 ) . Children come to school holding some ocular and spacial accom plishments. Many kids have experienced building of playthings, saber saw, mystifiers, drama dough, computing machine games, mounting, resort area equipment at place and kindergarten. Children foremost develop inactive schemes as they explore their physical environment and stuffs. As they notice belongingss and develop constructs about forms around them, they begin to understand dynamic imagination and are able to work out spacial jobs. Geometric and spacial thought are non merely of import in their ain right but besides because they provide a foundation for much mathematical acquisition in other countries ( Clements, 2000 ) . An illustration of this is the usage of drawings and manipulatives in the development of apprehension of fractions ( e.g cut a circle into 4 equal parts to explicate one-quarter ) . The National Council of Teachers of Mathematics ( NCTM, 2000 ) recognises its importance as a foundation: ‘As pupils become familiar with form, construction, location, and transmutations and as they develop spacial logical thinking, they lay the foundation for understanding non merely their spacial universe but besides subjects in mathematics and in art, scientific discipline and societal surveies ‘ ( p.97 ) . Geometry can be used to visualize other signifiers of mathematics. Rectangles can be used to show the distributive belongings during direction of arithmetic, in general, and to exemplify happening binomial merchandises during direction of algebra. Using and understanding the belongingss of geometric figures as manipulatives can assist pupil understand combinatorics, analysis of inequalities, and analytic geometry ( Schielock, 1987 ) and geometry representations are used to understand certain constructs in concretion ( Balamenos, Ferrini- Mundy & A ; Dick, 1987 ) . Willson ( 1977 ) further advocates that geometry has an of import topographic point in mathematics because it Enables the survey of the Physical universe. Deals with visual image, pulling, and building of the figures. Enables the representation of the constructs in mathematics which are non ocular. Gives us pleasance and it is aesthetic. Hershkowitz et Al. ( 1987 ) provinces, â€Å" This basic cognition which comprises geometric constructs, their properties and simple relationships should, in general, be acquired through geometrical experiences prior to secondary school † . In fact, direction of informal geometry at the simple degree is needed to construct a foundation of vocabulary, explorative accomplishments, intuitive point of view, and apprehension of geometric relationships, in readying for analyzing the formal, demonstrative, geometry offered at the secondary degree and beyond ( Trafton and LeBlanc, 1973 ) . Geometry is one strand of mathematics that has application in callings necessitating advanced direction such as art, architecture, interior design and scientific discipline, but it besides has its applications in proficient callings such as woodworking, plumbing and drawing every bit good as day-to-day life. Transformational geometry is seen in art and that construct is integrated into archeology in the survey of the designs applied to pottery and other artifacts in different civilizations and different epochs. In day-to-day life and vocational calling, many constructs and techniques are transferred from the geometry schoolroom to the field ( e.g. woodworking & A ; plumbing ) . Geometry is besides rich in other applications like Computer Aided Design ( CAD ) and geometric modeling ( including designing, modifying and manufactured constituents ) . Roboticss. Computer life and ocular presentations. However, there is an even more of import ground for puting greater accent on the instruction of geometry. It involves the use of mental images, which is frequently called ocular thought. Problem work outing in all strands of mathematics depends on organizing mental images of the state of affairs in which the job is embedded and so ‘finding ‘ a image of the mathematical thought that lucifers. The ability to mentally organize, rearrange and lucifer images is important to all facets of mathematics, peculiarly job resolution.1.6 Purposes of Teaching GeometryThe purposes for mathematics learning in general are frequently listed in footings of the demand of life and work ; the demand to develop logical thought ; mathematics as a signifier of communicating ; and the development of an consciousness of mathematics as portion of our civilization. Purposes which might be appropriate for the geometry course of study could be a subset or amplification of these. We might believe that geometry is an country of mathematics in which it is peculiarly appropriate for students to develop the accomplishments needed for the universe of work ; develop logical thought accomplishments ; clear up the precise usage of linguistic communication ( e.g. through sorting forms in a survey of transmutations ) ; see the nexus between mathematics and other topics ; get down to understand the nature of cogent evidence ( e.g. through researching what â€Å" being convinced † has meant at different points in history ) ; understand the cardinal topographic point of job work outing in modern civilization, e.g. in a mathematically based design undertaking ; import the cognition needed to analyze more mathematics ; and learn the reading and reading of mathematical statements ( Jones, 2000, pp. 38-39 ) . The National Council of Teachers of Mathematics ( 1989 ) Curriculum has elaborated on the undermentioned geometry competences that pupils must take to: identify, describe, comparison, theoretical account, draw and sort geometric figures in two or three dimensions ; develop spacial sense ; explore the effects of transforming, uniting, subdividing, and altering geometric figures ; understand, apply and deduce belongingss of relationships between geometric figures, including congruity and similarity ; develop an grasp of geometry as a agency of depicting and patterning the physical universe ; explore man-made, transformational and coordinate attacks to geometry, with college-bound pupils besides required to develop an apprehension of self-evident system through investigation and comparing assorted geometric system ; and explore a vector attack to certain facets of geometry.1.7 The Geometry Curriculum at Primary-level in MauritiusThe indispensable acquisition competences for the subject geometry at the primary degree are as follows Rate One Recognizing, calling and following circle, rectangle, square and trigon. Indentifying forms placed horizontal, perpendicular and in oblique ( slant ) places. Grade Two Recognizing and calling the following 3D forms: regular hexahedrons, cylinders, cones, domains and cuboids. Identifying the above mentioned 3D forms in different orientation. Grade Three Forming forms with squares, rectangles and trigons ( besides involves coloring ) . Introducing footings associated with regular hexahedron and cuboids: face, vertex and border ( besides include cut & amp ; paste to organize regular hexahedrons and cuboids ) . Pulling activities affecting symmetricalness. Rate Four Pulling and placing horizontal and perpendicular lines. Identifying objects placed horizontally or vertically. Pulling and placing parallel lines. Pulling and placing diagonal lines in 2D forms. Recognizing and pulling parallelogram, diamond, kite, square and rectangle. Writing belongingss of each of the five 2D forms. Identifying parallelogram, diamond, kite, square and rectangles from 2D forms. Pulling squares and rectangles on square documents. Researching symmetricalness of forms and geometrical objects. Pulling lines of symmetricalness on objects in square paper. Completing objects when half of it is given together with the line of symmetricalness. Grade Five Pulling, mensurating and comparing angles. Identifying right angles and complete bends. Identifying and calling different types of trigons. Learning the belongingss of the different types of trigons. Pulling lines of symmetricalness for different figures. Identifying objects with or without lines of symmetricalness. Grade Six Further illustrations on different types of Quadrilaterals and their belongingss: rectangle, square, parallelogram, diamond, kite, arrowhead and trapezium. Recognizing and appellative Pentagons and hexagons. Identifying and pulling diagonals in polygons. Further illustrations on different types of trigons and their belongingss: equilateral, isosceles, scalene and right-angled.1.8 The Decline in Geometry PerformanceResearch has shown that we can better pupils ‘ cognition and ability to visualize and ground about the spacial universe in which they live but are the pupils accomplishing this cognition and these abilities. Third International Mathematics and Science Study ( TIMSS ) and National Assessment of Educational Progress ( NAEP ) have collected informations that show that pupil public presentation in geometry at all degrees is rather alarming ( Lappan, 1999 ) . To some extent, these jobs may be due to the comparatively limited measure of research that has been undertaken into pupils ‘ thought in geometry at the school degree, which in bend, may stem from a sensed absence of a theoretical model ( Pegg & A ; Davey, 1998 ) . For case, harmonizing to extended ratings of mathematics larning, simple and in-between school pupils in the United States are neglecting to larn basic geometric constructs and geometric job work outing ; they are deplorably underprepared for the survey of more sophisticated geometric constructs and cogent evidence ( Carpenter, Corbitt, Kepner, Lindquist & A ; Rey, 1980 ; Fey et al. , 1984 ; Kouba et al. , 1988 ; Stevenson, Lee & A ; Strigler, 1986 ; Strigler, Lee & A ; Stevenson, 1990 ) . Extensive ratings of mathematics larning indicate that simple pupils are neglecting to larn basic geometric constructs and geometric job work outing. Apparently, much acquisition of geometric constructs has been by rote ; they often do non recognize constituents, belongingss and relationships between belongingss ( Clements & A ; Battista, 1992b ) . It is observed that kids learn small about forms from preschool to middle school. For illustration, Approximately 60 % of kindergartners identified right trigons and 64 % to 81 % of simple pupils were successful in the same undertaking. Approximately 54 % of kindergartners & A ; 63 to 68 % of simple pupils were able to place rectangles. ( Clements et al. , 1999 ) . Another major job, as identified by the International Commission on Mathematics Instruction ( ICMI ) Study, is that, unlike in Numberss and algebra, â€Å" a simple, clear, ‘hierarchical ‘ way from first beginnings to the more, advanced accomplishments of geometryaˆÂ ¦ has non yet been found and possibly does non be at all † ( Mammana & A ; Villani, 1998 ) . This means that the dealingss between intuitive, inductive and deductive attacks to geometrical objects, the usage of practical experiments and the age at which geometrical constructs should be introduced are far from clear. Many research workers ( Usiskin, 1987 ; Swafford et al. , 1997 ; Clements, 2003 ) have agreed that the degree of understanding that pupils achieve for any construct is limited by the degree of understanding of their instructor and the school course of study. Anecdotal grounds suggests many instructors do non see geometry and spacial dealingss to be of import subjects which give rise to the feelings that geometry lacks steadfast way and intent. Besides, Porter ( 1989 ) reported that the 4th and 5th class instructors spent virtually no clip learning geometry. Even when taught, geometry was the subject most often identified as being taught simply for â€Å" exposure † , that is, geometry was given merely brief casual coverage. For case, the Program for International Student Assessment ( PISA ) Survey shows that in Belgium, primary school instructors are uncomfortable in learning geometry. They tend to avoid the topic in the first and 2nd class and they barely of all time approach solid geometry ( Demal, 2004 ) . Besides, the demand for betterment in geometry instruction and acquisition in the primary, in-between and high school classs is clearly apparent in international comparings such as Tendencies in International Mathematics and Science Study and PISA. The study on the instruction and acquisition of geometry by the Royal Society and Joint Mathematical Council ( 2001 ) argues that â€Å" the most important part to betterments in geometry instruction will be made by the development of good theoretical accounts of teaching method, supported by carefully designed activities and resources † ( p.19 ) . In fact, a primary cause of this hapless public presentation in geometry may be the course of study ; both in what subjects are treated and how they are treated. The failure of bing pedagogic theoretical accounts for geometry means that across many states of import facets of geometry ( such as work in 3D ) are omitted, there is an over-reliance on learning methods that rely entirely on memorisation. It is claimed that current primary geometry course of study disregards and do non advance chances for pupils to utilize their basic intuitions and simple constructs to come on to higher degrees of geometric ideas. This job becomes more evident in high school where pupils are required to use their deductive logical thinking ( Hoffer, 1981 ; Shaughnessy & A ; Burger, 1985 ) . As the ICMI Study inside informations, the chief effects of these jobs have been that many states have tried to short-circuit the obstructions by cutting down the sum of geometry taught or fall backing to pedagogical attacks that rely to a great extent on memorization. As a consequence, there is non much in the manner of a base if good pattern on which to establish development. This is why the Royal Society and Joint Mathematical Council ( 2001 ) study argues that there is a farther job: â€Å" We believe that there are many instructors who have been taught geometry through manners of learning which we would non recommend as appropriate † ( p.19 ) .1.9 Significance of the StudyThis survey will stand for an overall analysis of instruction and acquisition of 2D geometry among upper primary degree in Mauritius. The relevancy of the existent instruction and acquisition of geometry will be discussed. As such, this survey will do a important part to our speculating with regard to classroom instruction and acquisition of geometry, to our apprehension and optimisation of the patterns employed in schoolroom scenes and to our apprehension of those facets of scholars and instructor patterns ( and their interrelatedness ) . It will assist to find whether the usage of inquiry-based instruction along with concrete stuffs and manipulatives can better acquisition of 2D geometry. It will besides assist to analyze the impact of linguistic communication and socio-economic position of students on acquisition of 2D geometry.2.0 Research QuestionsA series of chief research inquiries together with their sub research inquiries are addressed in this survey. Each sub research inquiry is described along with a brief sum-up of how it will be addressed.Research Question 1Is the 2D geometry course of study at the upper primary degree in Mauritius appropriate and relevant? Are at that place ways to farther better it? This chief research inquiry is further divided into a more specific set of inquiries. 1.1 What is the degree of 2D geometry acquisition among upper primary students in Mauritius? This research work will measure the students apprehension of the different content countries of 2D geometry via the experimental instruction and their public presentation in the multiple pick inquiry paper and open-ended inquiry trial. The students ‘ new wave Hiele degree of believing in different 2D geometry points will be tested. Misconceptions about 2D geometry will be detected and remedial actions proposed. The keeping ability of the 2D geometry lessons taught to the upper primary degree student will be examined. 1.2 Is the upper primary 2D geometry course of study run intoing its end? Are at that place ways to better it? This survey will affect a scrutinize analysis of the content countries of the 2D geometry course of study at the upper primary degree. All its positive and negative facets encountered in the experimental instruction will be discussed. Ways to better the 2D geometry course of study will be proposed. 1.3 Do the students ‘ gender and/or grade flat influence their acquisition of 2D geometry lessons significantly? This survey will besides prove whether acquisition of 2D geometry is perceived otherwise by male childs and misss and whether the keeping ability of students is gender dependant. Both 4th and 5th graders are taught the same 2D geometry lessons. It is farther targeted to analyze whether ripening ( gradewise ) has a important impact on public presentation and keeping ability of the 2D geometrical constructs.Research Question 2Can the usage of different learning schemes improve the instruction and acquisition of 2D geometry at the upper primary degree in Mauritius? This chief research inquiry is further divided into a more specific set of inquiries. 2.1 Can the utilizations of manipulatives, concrete stuffs and inquiry-based instruction methods significantly influence 2D geometry acquisition at the upper primary degree in Mauritius? This survey will compare instruction of 2D geometry utilizing usual instruction methods ( utilize blackboard and notes from text edition for account and do exercisings from text edition for consolidation of larning ) and usage of probe and enquiry to learn 2D geometry lessons with the extra assistance of concrete stuffs and manipulatives. The efficiency of the methods will be foremost judged utilizing 2 instruments. First, 2 geometry trials will be conducted, one affecting multiple pick inquiries merely and the other affecting open-ended inquiries merely. Second, the students ‘ engagement, involvement, interaction in category with instructor and friends, engagement and enthusiasm in the geometry lessons will be determined. For this intent, the lessons will be videotaped so that the students ‘ reactions, involvement and gestures during the lessons can be analysed. 2.2 Does the usage of different learning schemes influence the students ‘ keeping ability significantly? The two instruments used for comparing of larning through different instruction schemes will be once more conducted after 7 or 8 hebdomads in order to prove which of the methods better aid to retain the lessons taught. 2.3 Do gender and/or class degree interact significantly with the different instruction schemes in the learning procedure of 2D geometry? It is besides aimed to prove the multivariate interaction between the 4 instruction schemes, grade degree and gender in the procedure of larning 2D geometry. It will analyze whether male childs and misss from classs 4 and 5 interact otherwise with the learning schemes in their public presentations.Research Question 3Is linguistic communication a barrier to acquisition of 2D geometry? This chief research inquiry is further divided into a more specific set of inquiries. 3.1 Does the usage of mother-tongue Creole influence the acquisition of 2D geometry significantly? Creole is the most normally spoken linguistic communication in Mauritius whereas the foreign linguistic communication English is the official linguistic communication used in learning at schools. This survey will prove whether the engagement of a foreign linguistic communication in the instruction of 2D geometry addition its trouble. Since Creole is non yet a linguistic communication with its proper grammar for authorship, it is merely widely spoken. Therefore, the geometry are written in English but explained in Creole. The purpose is besides to happen if the usage of Creole helps the kid to better retain the lessons. 3.2 Does linguistic communication factor combined with different learning schemes improve acquisition of 2D geometry significantly? English and Creole are combined with the 2 instruction schemes proposed ( usual schoolroom learning utilizing text edition merely and inquiry-based instruction with concrete stuffs and manipulatives ) to analyze whether linguistic communication interact with the learning schemes to better public presentation in 2D geometry significantly.Research Question 4What are the comparative impact of place and student features in finding public presentation of students? This chief research inquiry is further divided into a more specific set of inquiries. 4.1 What are the important home-related factors act uponing public presentation of students? Based on extended research available on impact of place environment on scholastic public presentation, home-related indices ( refering kid SES, handiness of educational resources at place and parent attitude towards educating kids ) will be constructed from a questionnaire filled by the parents of all surveyed students. Using structural equation modeling ( AMOS in this survey ) , the important home-related factors will be extracted to make latent variables in order to better mensurate their impact on kids public presentation. 4.2 What are the important pupil-related factors act uponing public presentation of students? It is good known that student ‘s personal features contribute tremendously towards his/her academic success. Based on a questionnaire filled by surveyed students, pupil-related indices ( refering pupil attitude towards prep, school and instructor ; reading corner ; pupil reading stuffs at place and students ‘ linguistic communication ability ) will be constructed. Using structural equation modeling ( AMOS in this survey ) , the important pupil-related factors will be extracted to make latent variables in order to better mensurate their impact on kids public presentation. Taking these research inquiries in combination, this research work seeks to find the instruction and learning patterns of 2D geometry in the upper primary schools in Mauritius. It besides involves proving of new experimental instruction schemes in order to optimise acquisition of 2D geometry locally. As Mauritius is a multiracial state where the societal background of the kids can play a really important function in their acquisition procedure, the survey will utilize the informations collected to pull decisions refering critical contextual factors act uponing acquisition.

Ethical And Environmental Factors Essay

The state of Belina is situated in the sub-Saharan region. The countries in the sub-Saharan region have suffered a lot for many years. Most African countries in the sub-Saharan parts have been depicted to be suffering heavily due to the low industrialization level in the region. The transformation of country’s economics together with the changes of living standards of the people begin with education, which is brings about technology changes. Education in the region has been low with just most people attaining the elementary education. There are a few elites with higher education whom the state hope would transform their states. (Williams, 2004. pp 95) The governments of the sub-Saharan states have encouraged their investors by offering them favoring production and investment terms. As the past investment reveals, the investments which have been conducted in the African countries has adversely affected them. There is unfathomable damage and disadvantages which have been created as result of industrial development within many African states. This ranges from the high rates of there natural resource exploitation as well as human labor exploitations to the adverse environmental changes they have implicated. Davidson, 1992, pp402) Despite all the investment made within the sub-Saharan countries, energy investment has received low investors. Due to the low energy production in the region the majority of the people in the region are believed to be subjected to abject poverty. As the people within the region suffer a lot, the energy scarcity has contributed to the low economic growth. Introduction The energy demand has eminently risen in many countries allover the globe over the mid and the last century. This has been as result of rapid developments in the industrial sector as well as in the revolution in technology. Besides this industrialization factor, the state population has also increased several folds. The state populations have been increasing in high rate, thus it has multiplied more than 4 times between 1985 and 2005. The energy demand has increased twelve times within this particular period. This has lead to the government and other individuals to embark on more resources for energy. This indicates the important aspect the country men leaders attaches to the energy production. The people from the sub-Saharan countries such as the belina community should be cautious of the environmental impact that any industrial development might have in there livelihoods. Many people have developed technologically leading to industrialization, but the development which has been done also turned out as draw backs to future generations. The American and the United Kingdom states such as Germany and the Japan are such developed countries which are currently savaging from such development. This is because any technology which is introduced within the state should perpetually yield positive more advantages than its disadvantages. (Munasinghe, 2005, pp 35-48) The effects of energy productions plants are similar to those of other processing and manufacturing plants. While the industrialized countries are savaging from great environmental pollution, there has been campaigns on environmental control. The impacts of environmental pollutions are globally felt. The energy producer companies and the consumers companies of such energies have both been major contributors to the scourge felt. As the effects of global warming are being felt, the sub-Saharan countries seem to be in worse hit. This is because global warming has affected the good climatic conditions under which they have thrived in economics means. This climatic change has been associated with the industrialized countries of which most of them are much far from the continent. Due to the above consideration, the government of belina has an obligation of considering such campaigns of eliminating and discarding the energy companies interested in investments that has got inadequate pollution control measures. For this reason, the government has to view those companies having the utilization of old traditional methods as environmentally unfriendly and also some of those modern technology methods which are not renewable. Energy sources and their effects The old traditional energy sources have greatly led to the advancement of our production. They have been credited for they have enabled men to the discoveries which were fundamental for high productions. However, this old traditional methods of energy sources have now created another milestone of environmental clean up. The major traditional energy sources which are available range from the fossils to wood and to some extent the reactive elements used in the nuclear powers. These have continued for long being in use, and even today, they form ninety percent of the energy produced and consumed world wide. The application of energy resources such as coal, natural gas, petroleum products as well as uranium have for long been used. These are all non-renewable sources which have high risk of depletion besides high hazards to the environment and the people handling them. The fossils fuels have only been of continued used initially as they were plentiful and inexpensive. However, these advantages are no longer valuable as there are other means for which energy has been produced cheaply and with consistency. Usually, the consumption of these substances and their products has now been a major risk to the country consuming them. The consumption of these substances has generated numerous air pollutants and other air by-products which have lead to global climatic changes. Coal as energy resources take millions of years to be formed. Despite this, it is historically disputed as a threat to the miners/ workforce and also as an environmental hazard. While petroleum has served for long in the transportation systems and other industrial sectors like manufacturing of plastic and synthetic fabric, it has also posed greater dangers to the environment of our people. The spillage which may occur within the seas and rivers during its transportation to the power plants creates a lot of stress and tension to the environment. This significantly destroys our rivers, seas and marines live, hence the whole aquatic live. This not only affects the water ecosystems but they also leading to endangering the human life through food chain systems. The natural gas products are also enormously boosting both agricultural production and our health through their application in the medical systems. Although the natural gas seems to contribute much towards environmental conservation, the methane gas has got enormous effects which relates to the greenhouse effects. (Hall and Mao, 1994, pp 234) The non-renewable fossil energy sources are indiscriminately disastrous to the environment. The extraction of these fossils causes many changes to the soil structures hence causes disturbances to the soil. Apart from affecting the soil and its inhabitants, the method of extraction causes disturbances in the water systems, which my lead to diversion of the water ways making a particular region to experience unexpected dryness water scarcity while other part enjoys plenty of water availability. Vegetation and other significant resources are not spared either and this perhaps affects the whole ecosystem of the region which may act as tourism attraction centre. The twentieth century has endeavored to utilize the technology advances on combating with the problem of limited energy. Undoubtedly the discovery of the nuclear energy was a period of great hope to the world. Many individuals thought that nuclear energies would save the world from its limited natural resources as elements are quite abundant. The believed results turned out as unfulfilling very soon. Just after the introductory of this energy production technique, numerous fearful cases were reported allover the world. As with the Japanese case, many countries were apprehended with awesome fear as the enormous disaster left behind with the prolong killing of people. As well known, any excess without control is dangerous. Due to excess energy that is generated, the nuclear energy mistakes left thousands of the Japanese killed and many others injured. The state is also suffering from this long historical happening even after heavily assistance to curb the radiation effects. Many are born disabled due to affected human molding factors. The non-renewable based companies may thus find no way of solving the Belina problem of energy crisis. (Ministry of Water, Energy and Mining, 1988, pp 16) The struggle for the belina energy shortage takes the alternative energy sources. This adopts the issues of renewable energy sources. The Belina is positioned within the advantageous positions of the world. The fact that Belina lies in the sub-Saharan region; there is an immeasurable advantages over other countries which lies in the far ends of the artic and Antarctic of the globe. Being in the sub-Saharan region, it has the full advantage of utilizing the major world energy sources which is believed as the sun. The state does not have to succumb to the developed states demands on favors which will bring them more future life uncertainty. However, the country would need to tap the solar energy which is availed for twelve plus hour in a day. The use of this energy has not only been praised for its natural occurrence but it has been environmentally friendly. It is the best natural occurring clean energy in spites of its limited amounts that depend on the intensity of the sun. Furthermore, solar plant installation clears only a minute piece of land affecting a few vegetation cover. (World Bank, 1989, pp 23) Windmills have transformed the lives of many people living in the sub-Saharan and sub-Saharan states. Windmill energy production is thus a rapidly growing energy sources, this is thriving well in places where wind is freely blowing such as the ones experienced in the Belina. The wind blowing along the ridges and others part are potentially trapping position of energy to the industries. This would mitigate the lives of the communities by enhancing economic growths while maintaining the low effects which are short lived such as vegetation clearing on the wind pathways. Although, this may affect the country economy, it is anticipated the most hit sector is the tourism which depend on birds as their attraction means. The killing of such birds by the blades of turbines is quite minimal as compared to the energy non-renewable sources (Ministry of Water, Energy and Mining, 1988, pp 16) As the country come to the culmination of industrialization leading it to the level of developed state, the urban centre would be highly populated more than the cities are packed now. This will lead to an unimaginable sanitary state of the city environment. The living places of the people are now ravaged and littered with garbage from fruit refuse and other organic plant litters. This is making the people to live barely struggling to breathe for pure oxygen. This poses great threat of health hazards to the people. The chances of endemic and epidemic are now in the verge of being rampant in the region. But, with the modern technology, the people in the cities and other metropolitan can be saved with the utilization of the refuse both for the energy production and for economic agricultural production through soils enrichment. It will be a prime reason for not investing on others energy forms while refuse is indirectly and directly disseminating diseases to the population of the nation (Johansson, 1993, pp 96-118) The investment in bio-fuel and other biomass degradable materials has lead to the production of products such as gasohol, gasoline and many other products. The products have been a means of saving the countries from the energy crisis which is associated to the over dependency on non-renewable energy sources. Apart from their application by other states as energy alternative, they have an impact on the maintenance of stable prices of the products from the factories, making the products affordable to the consumers in poverty stricken states such as those in the sub-Saharan regions. (Sokona, 2002, pp 145) Conclusion The energy crisis and shortage to countries in the sub-Saharan region has contributed to the persistence of great suffering of the people due to poverty high level. However, the investment on energy production to solve the problem should be a careful process that does not impact adversely both in the environmental factors as well as in the ethical factors. The traditional energy sources have been major contributors to the worse economic conditions of the people in the sub-Saharan states. This can thus be altered by the adaptation of the energy production methods which are renewable. References: Davidson O. (1992): Energy Issues in Sub-Saharan Africa: Annual Review of Energy and Environment Vol. 17 pp401-403. Hall, D. and Mao, Y. (1994): Biomass and Coal in Africa. London Johansson, T. et al (1993): Renewable Energy:. Island Press Ministry of Water, Energy and Mining, (1988): Lesotho Energy Master Plan: GTZ and Department of Energy World Bank, (1989) Sub-Saharan Africa – From Crisis to Sustainable Growth: The World Bank. Williams, J. (2004). Sustainable development in Africa: is the climate right? IRI Technical Report Munasinghe, M. (2005). Primer on climate change and sustainable development: Cambridge University Press. Sokona, Y. (2002) Think bigger, act faster: a new sustainable energy path for African development: University of Cape

Multinational finance and accounting Essay Example | Topics and Well Written Essays - 3000 words

Multinational finance and accounting - Essay Example 5. (the forecast of proceeds is revised downward here because the equity investment of the subsidiary is less; the buyer would be assuming more debt if part of the initial investment in the subsidiary is supported by local bank loans). 6. Required parent's rate of return 18 percent. To Find Present Payment, Given Future Required Amount Given: Interest 18 18 18 18 18 18 Number of years 1 2 3 4 5 6 Present Value Interest Factor 0.847457627 0.71818443 0.608630873 0.515788875 0.437109216 0.370431539 Initial Investment 40,000,000.00 Initial Investment in Marks at $.50 per mark 80,000,000.00 Net Cash Flow 8,000,000.0010,000,000.0014,000,000.0016,000,000.0016,000,000.0016,000,000.00 Net Cash to Parent 4,000,000.005,000,000.007,000,000.008,000,000.008,000,000.008,000,000.00 Net Cash to Parent after tax 3,600,000.004,500,000.006,300,000.007,200,000.007,200,000.007,200,000.00 Salvage After 6 years 30000000 Exchange Rate1

NKCC cotransporter Essay Example | Topics and Well Written Essays - 3000 words

NKCC cotransporter - Essay Example Of these NKCC1b is also known to be found in brain RNA (Gamba, 2005). It is noted here, though, that the two isoforms of the NKCC1 cotransporter is found only in the European eel (Anguilla anguilla) as per research of Cutler and Cramb, 2002. Nevertheless, there is ample evidence that NKCC1, in human and other mammalian species, is functionally implicated in CNS cells. It is observed by Gamba, 2005, that the NKCC1 cotransporter is activated by receptors and assists in neurotransmission by driving anions into the cell. It is also observed by Strange et al, 2000, that the work of the NKCC1 cotransporter complements that of the KCC2 one. The choice of the culture medium, the neuronal-specific CAD cell line, and the somewhat CNS-specific NKCC1 dovetails perfectly for a research attempt that seeks to establish new facts on the molecular identity and other expression patterns of these unique electroneutral cotransporters in cells of the central nervous system (CNS). G. Gamba's excellent 200 5 review article on these cotransporters has been extensively used in this paper because it is the most comprehensive document prepared to date being inclusive of all aspects described so far. The cation-coupled (Sodium and ... The Cation-Coupled Cotransport System The cation-coupled (Sodium and Potassium cations only) chloride cotransporters are a unique transmembranal transport system that is electrically neutral yet very effective in action (Gamba, 2005). These cotransporters constitute a secondary transcellular transport system that complements the primary cation transcellular transport system - the one mediated by the enzyme --ATPase. In the primary system the mover is an electrochemical gradient while in this chloride cotransporter system there is no such gradient, the reason why it has acquired the electroneutral label, and imbalances in chloride anion concentrations between intracellular and extracellular media constitute the prime mover of the system (Gamba, G., 2005). In absorptive and secretory epithelia there is need to transport ions and solutes in and out of the cells. Specific plasma membrane proteins mediate this transport system by either effecting sodium influx and potassium efflux with accompaniment of those ions and/or solutes that need to be transported (Gamba, G., 2005). Except in choroidal plexus, these cations move through the epithelial basolateral membrane mediated by the action of the enzyme --ATPase that creates an electrochemical gradient across the membrane. The plasma proteins mediate this transcellular transport that utilises this gradient to move target ions across the membrane and thus this system is called a secondary one while the enzyme-mediated cation movement is called the primary system. These two component systems together constitute the primary ion transport system across cellular membranes in human physiology (Gamba, G., 2005). On

Research Parameters for BP, P, R &T Paper Example | Topics and Well Written Essays - 1000 words - 1

Parameters for BP, P, R &T - Research Paper Example Discussion of the illnesses that can be identified by measurement of these body parameters will be included. Last but not least, the problems that can be experienced if assessing of these parameters is not performed will be explained in this paper. The body of a human being is made up various organs which keep the body in action and alive by making sure important parameters’ status is right. Just like a mechanical machine used to perform work, the organs have specific functions for the body. Examples of vital organs in a human body include; the brain, heart, liver, kidney and others. These organs are like machines; they need a source of energy, they need constant repair and maintenance for maximum efficiency. They also wear after sometime of continuous action and sometime malfunction. In sort organs are the machines responsible for keeping human bodies alive. This research paper will discuss the importance of checking various parameters of the body that are controlled by organs, and the problems that may affect them if the status of those parameters is unknown. It will concentrate on the blood pressure, body temperature, pulse rate and respiratory rate. Body temperature is the ability of the body to generate heat and get rid of it. It is measured using a thermometer and the units used are Celsius. The normal body temperature of a human is 37 degrees Celsius. Body temperature is measured by placing a thermometer, glass or electronic thermometer, in the rectum, mouth or armpit. The normal temperature of persons is variable depending on several factors: They include age, time of the day and the part of the body where temperature was taken from (Mackowiak, 2009). If the body temperature of a person is more than 1.5 degrees above or below the normal, this condition is known as fever. Assessing body temperatures of persons is vital since it determines whether one is suffering from a fever. This can assist the

International marketing Assignment Example | Topics and Well Written Essays - 2000 words - 1

International marketing - Assignment Example cereal particularly in the business market of Japan. With this concern, the features as well as the benefits of the product and the rationale for introducing the product to the target country i.e. Japan will be taken into concern. Moreover, the impact of the target country’s financial, trade sectors, political as well as other business environment, the presence of competitors in the target market and the promotional, pricing along with distribution decisions will also be discussed. Product- Features and Benefits The concerned product would be cereal and the target of Japan has been duly considered. The features as well the benefits of the product have been portrayed in the following discussion. Features-Cereals are certain kind of grasses that undergo cultivation processes for the purpose of making the product into an edible component. It consists of various edible components such as grain. Cereals contain affluent sources of various significant elements such as minerals, carb ohydrates, vitamins, fats, protein and oil. Cereals are mainly consumed in the form of wheat, rice, maize and millet (Culliney, 2012). Benefits-This product is responsible for delivering numerous health benefits to the people. Regular consumption of this particular product can prove to provide substantial supplements of energy. Also, this product is considered to offer highest amount of energy in comparison to any other sort of crop. And for this particular reason, this product can be duly considered ensuring the deliverance of higher health values to the individuals (Culliney, 2012). Description of the Target Country and the Rationale The target country would be Japan wherein the product of cereal is to be introduced for the purpose of conducting effective international marketing. The country will be familiarized with the consumption of cereals and various marketing strategies would be applied to make this product successful in the market of Japan. The rationale for introducing the product to the target country can be justified with reference to the fact that the individuals or the people of Japan do not consume much cereal as compared to that of meat and other food products. This can be one of the vital reasons for introducing the product in the target market of Japan with the intention of making the country to follow healthy food habits, so that the overall health of the people can be improved at large In this regard, it need to be highlighted that cereals are much cheaper in comparison with meat making the product to be eligible for introducing in the target market (Public Health England, 2013). Impact of the Country’s Economic and Trade Sectors as well as its Political, Legal, and Socio-Cultural Environment From the perspective of economic aspect, Japan is regarded as the world’s 3rd biggest economy which eventually made the country to be in a strong financial position. It can be apparently observed that the country has been actively involve d in marketing as well as distributing three primary food products that include oilseed product, cereal and meat. The country has a record of exporting products that ranges from snack foods to vehicles as well. In the year 2011, the exports of Japan stood at more than US$100 billion which is quiet impressive. In addition, the Gross Domestic Product (GDP) of

Semantic technology for improving business process management and Essay

Semantic technology for improving business process management and E-Business - Essay Example From traditional to contemporary perspectives, core objective of the businesses has been to manage business operations so that enables business to achieve the competitive advantage over competitors (Dean, DiGrande, Field, and Zwillenberg, 2012). Since introduced information technology has been a constantly upgrading paradigm and so business are attempting to align the functions developing more concrete connections within and outside business environment; hence, entire stakeholders. Technology expansion has changed the perspectives and businesses are now being viewed as system having core components of input, process and output. Around these core components, business processes are continuously evolving for improvement with changing dynamics mainly arising from other perspectives. Broadly the sequence can be regarded as the information technology to recent integration of semantic technology in business processes. Thereby, the report herein attempts to explore the contribution of semantic technology in improving specific business areas of business process management and e-business conduct. In addition to specifically explore the understudy perspectives the report has developed the detailed reference with respect to technological banking leader Citibank. DISCRIPTION OF THE THEORY SEMANTIC BUSINESS PROCESS MANAGEMENT Business process management has over years achieved success to a great extent automating the critical components of the life cycle of business process. Semantic business process management has an objective of attaining process space in an organization to an increased level of knowledge. Success in achieving the process space in the organization benefits business with reasoning with respect to entire business processes including combination as well as execution of process. Integration of semantics technologies in business process management is achieved with the use of ontology that f acilitates the semantic information to the business process. Further, business process automation is enhanced with provision of the semantic web techniques. Business ontology is build using conceptualized core Semantic Web Services as well as Web Service Modeling Language. Sample organizational is depicted in the image below: (Pedrinaci, Domingue, and Brelage, ) As visible from the image above the organizational ontology has various segments and connection between the resources, structure, functions, policies, setup and strategies. The interconnection built between various aspects being facilitated by the core components of the semantic integration in the business process. These interconnections enhance the role of bidirectional interconnection in the business process. Hence, business process management has gained gain efficiencies in entire processes specifically the bottleneck avenues of business processes. ORIGIN AND EVOLUTION OF THEORY Over years of development, information syst ems are attempting to enhance the dual perspective in the computers’ languages; first, increasing computers capacity to enhance understanding the human language with greater comprehension and intelligence while second refers to techniques aimed at providing existing content with labeling related to the domain (Mika, Elfring, & Groenewegen, 2006; Warren, Thurlow, & Alsmeyer, 2006). Further, semantic technology enables metaphorical as well as logical analysis from the queries in the similar context in which it is asked irrespective of the language as well as pattern it is asked and hence

Donald trump Essay Example | Topics and Well Written Essays - 1500 words

Donald trump - Essay Example A prominent and successful figure who exemplified success in entrepreneurship is Donald Trump. Tarkovsky (2007) identified the secret which made Donald Trump a billionaire: land. As Donald Trump said: â€Å"I just love real estate. Its tangible, its solid, and its beautiful." In addition, in an article written by Christine (2008) on Donald Trump’s Mantras for Successful Entrepreneurship, she averred that Mr. Trump’s golden traits of entrepreneurship are: â€Å"(1) Be passionate about your work. Mr. Trump summarizes passion as â€Å"Enthusiasm on a big scale† and it is the most essential ingredient for a successful career; (2) Be Confident about your decisions. Never step back after taking a decision and don’t give up until every possibility of success have been explored; (3) Think Big to make big achievements. Although it is believed that one should take small steps initially when starting a new project but Mr. Trump strongly believes, â€Å"Thinking big can get you to the top,† He always urge people on taking big and bold decisions; (4) Your learning process should never come to an end. No matter how successful you become, never think you have learnt everything. Despite his packed schedule, Mr. Trump reads everything he can and strives to get information he can use from everyone he meets; (5) Taking risks. Business is all about taking risks so hold your breath and always be ready to face difficulties. Most of the people do not make new experiments because they fear failure but Mr. Trump describes it as the perfect formula for being unsuccessful; (6) Learn to negotiate. To stay connected with people, you have to negotiate and make compromises at times; (7) Enjoy competition. Mostly people are scared from competition without realizing that it helps improve our performance and achieve more success. Mr. Trump says â€Å"I love competition because, ultimately, it makes me

Reflecetion paper Essay Example | Topics and Well Written Essays - 2000 words

Reflecetion paper - Essay Example This memo will address strengths and weaknesses, as well as the risks and opportunities of the expansion. Opportunities 1) Market expansion through economies of scope and scale. Understandably, by expanding to Italy, we are already growing our market share without the high costs of starting a new company in Italy. Its existing revenues and market share will be added to ours. At the same time, from Italy, we can expand further in Europe too. 2) Trend of merger and acquisitions (M&A) in the tourism industry. M&A is the trend in the global tourism industry, including hotels. The articles from Warwick Clifton, â€Å"The Global Hotel Industry: Big, Beautiful and Branded? Part One and Part Two,† highlight that M&A is becoming more prevalent across regional and national markets. International hotel chains are gobbling up local independent hotel chains, in order to rapidly expand across the world. We have to take advantage of M&A and purchase potentially lucrative chains to purchase. Threats 1) Weak Euro. An article from Wharton shows that a weak Euro is bad for hotel business because of dampened consumer confidence. When they cut back in spending, they do so for luxury goods and services, and that includes hotel services. Furthermore, a weaker euro means lower spending power. We can see potential increases in the prices of goods and services that we need in operating these Italian hotels. 2) Damp economic climate in Europe, in general, and Italy, in specific. The economic crisis is hitting several countries in Europe hard, including Italy. This can affect business in Italy for the next couple of years or more. 3) Mixed success in hotel business. The article â€Å"Market Conditions Tighten for Italian Hotel Industry† indicates uneven success in the Italian hotel industry. It says â€Å"Declines for the Padua, Genoa and Bologna markets highlight the difficult market conditions,† while â€Å"the seasonal market of Taormina & Messina in Sicily report ed double-digit RevPAR growth (+18.4 percent) YTD† (â€Å"Market Conditions†). We cannot expect immediate high return for our acquisition because of mixed business revenues due to the slack in the business climate. Strengths 1) Full control of how the chain should be managed. The top management can exert transformational changes that are required to raise the standards of the Italian chain. The home country management will have the power and authority to enact necessary changes to improve the quality of services in the chain. 2) Lower costs in terms of acquiring local knowledge and familiarity. Local managers and employees already know the cultural, operational, and budgetary idiosyncrasies of the host country. It is assumed that the existing human resources are familiar with the market characteristics enough to no longer need a costly comprehensive market research. 3) Empowered organizational culture can be used to enhance quality standards. We can enhance the standard s of the hotel enough to warrant higher hotel rates. We can use the empowered approach of the Italians to let them manage and own organizational changes that will benefit them as employees. 4) Acquisition expands HRM knowledge and skills for multinational operations. If we want to be a multinational hotel business, we must not be afraid of learning from different cultural environments. This acquisition will help our home HRM gain

Ethical Standards in Health Care Accounting Essay Example for Free

Ethical Standards in Health Care Accounting Essay As a health care manager, there is a need to understand the basic accounting principles and the need to be able to look at a financial report and understand what it says. Without these keys and a good ethical compass, there could be serious consequences and could result in loss of revenue, funds, termination, or even prison time. Now this may seem like an extreme statement, but without using the four elements of financial management and some good common sense, it might not be a far stretch of the truth. This paper will address the four elements of financial management and how good ethical standards and common sense ensure the best results. The Four Elements of Financial Management Financial management is simply put managing the financial aspect of a business. That involves cash coming in and cash going out. There are four elements of financial management which include planning, controlling, organizing and directing, and decision making. These four elements are important and need to be discussed separately. Planning â€Å"The purpose (of planning) is to identify objectives and then to identify the steps required for accomplishing these objectives† (Baker Baker, 2011, p. 5). Planning allows a manager to understand what his or her organization is about, or what it wants to achieve. This stage allows a manager to lay out the basic roadmap for what needs to happen. This does not meant that this is exactly what will happen, but still it provides a starting point. Creating a plan also requires thought into developing checks and balances. Who will be in charge of what, and who will be watching over whom. Plan to make it difficult for someone to make unethical decisions. According to Chuck Gallagher, a business ethics and fraud prevention expert; â€Å"Unethical behavior(s) that morphs into fraud will always have (need, opportunity, and rationalization) at their core† (Gallagher, 2009, p.41). Planning helps eliminate the opportunity for fraud. Controlling â€Å"The purpose of controlling is to ensure that plans are being followed† (Baker Baker, 2011, p. 5). At this stage managers use reports to see what areas are and what areas are not following their plans. The manager uses reports to ensure that financial targets are being met and that fraud is not occurring. Depending on the size of the organization, there may be many layers of controls put into place. It might be best to have someone that keeps everyone honest, at multiple levels. According to a quote in an article in Healthcare Financial Management, â€Å"’every organization ought to have a set of fairly detailed internal controls that protect its key assets. These controls should be reviewed by external and internal auditors or staff to make sure they are being adhered to’† (Sandrik, 1993, p. 4). Organizing and Directing Organizing is determining how best to use existing resources to achieve the goals of the company or organization. A few examples of this could be whether to have multiple nurses in the pediatric department today when they are needed in the ER, or whether to keep an ultrasound machine that is rarely used in a clinic, when it could best be served somewhere else. Directing is the day to day job of ensuring that resources are organized or designated in the most efficient manner. Decision Making Decision making is done continually throughout the other three elements or stages. Every time something is planned, controlled, or organized, it was because someone made a decision. Remember when making decisions to base them on the four principles of business ethics, â€Å"autonomy, which assumes every human being is capable of making his or her own choices; justice, which requires actions and practices to be fair and nondiscriminatory; beneficence, which promotes human welfare; and non-maleficence, which ensures protection of individuals from harm† (Sandrik, 1993, p. 5). Keeping transparency in a business is a great way to keep people honest as well. In July, 2010, The Healthcare Group Purchasing Industry Initiative (HGPII) received rave reviews for it â€Å"activating a formal process to ensure prompt and fair resolution of supplier complaints† and for â€Å"implementing an Independent Advisory Council to have outside observers make sure they are doing everything possible in terms of ethical standards† (Freeman, 2010, pp. 3). Conclusion Financial accounting might look like pages of numbers or gibberish; however they are the key to unlocking income potential, and success. Whether a manager is directly in charge of the reporting or in charge of something completely different, understanding these reports can help make an organization more efficient, able to offer more services, or even more profitable.

Impact of Brand Sound Elements on Consumers

Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi Impact of Brand Sound Elements on Consumers Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi