Analytical Discussion Of Cold Mountain By Charles Frazier Essays

Analytical Discussion of "Cold Mountain" by Charles Frazier browneyedgirl The Journey is the Destination The story of Cold Mountain is of a war and adventure across the mountainous terrain, but, most of all it is a love story. Before the blossoming love is torn by the separation of war, Ada and Inman venture into the woods together to say their goodbyes. There Inman recites to Ada a story told to him by an Indian woman. At the end of the story, Ada had nothing but a satirical remark regarding the validity of Inman's tale. It wasn't until later that she realized "that it had not been about an old woman but about his own fears and desires."(p 254) The moment in the woods made them recognize their differences. Their love for each other would not let them return to each others company until they had both settled their personal troubles. The war left Inman wounded physically and spiritually. "Inman had seen so much death it had come to seem a random thing entirely. He could not even make a start at reckoning up how many deaths he had witnessed of late. It would number, no doubt, in the thousands. Accomplished in every custom you could imagine, and some you couldn't come up with if you thought at it for days. He had grown so used to seeing death, walking among the dead, sleeping among them, numbering himself calmly as among the near-dead, that it seemed no longer dark and mysterious."(p 230) The death and violence that Inman saw and enforced upon those he met distanced him even more from the person he once was. Much of this was attributed to the many encounters he had with his own death. At every turn there seemed to some other way for him to die, and another possible way for him to escape it. Each encounter or thought of that day to be his last benefited him. He began to view the world around him in different light. The optimistic thought lasted but a minute, and he continually returned to his gloomy way of living. The image he now possessed disturbed him so much that he could not bear the sight of himself. "He looked down into a pool and caught sight of his visage looking up at him, wavery and sinister, and he immediately frabbled his fingers in the water...for he had no desire to look upon himself."(p 299) There was slow progression to Inman's scorn toward people and nature. As his journey continued, he found himself to treat those around him with more respect. No only was this apparent with the people he encountered, but it was also obvious with his reaction to nature. Not far into his journey, Inman's confrontation with Junior's three-legged dog showed his inhumanity toward the living. The dog "ran low to the ground and completely soundless on a trajectory straight to Inman... Before it got to him, Inman kicked and caught it under the chin with a boot toe. The dog collapsed and lay motionless in the dirt." (p 211) The dog was evidently not a threat to Inman, but he persisted to fight anything that wanted to challenge him. He showed persistence to harm animals again when he encounter the bear and its cub. Without wanting to kill the bear, he ended up doing so anyway. As a tender way to relieve the cub of its loss, he shot the cub, and killed it also. Although Inman's actions do not se em to be improving the intentions of them show progress. Unlike Inman, Ada's journey is not mapped out. Her journey is within herself and her property to find the best in both. Ada's life begins to fall apart after her father's death. She did not possess many qualities that would give people a reason to like her. "Many of her friends had fallen away, finding her too bristly and eccentric."(p 66) Besides the absence of her social skills, a lady told Ada that she was the "most naive girl"(p 181) she had ever met. Ada had lost more than a father when Monroe died. She also lost guidance. She depended upon her father to supply everything for her, including knowledge, and ways

Free Essays on The Way Of The World

â€Å"The Way of the World† as a Restoration Comedy: Restoration Comedy is a type of Restoration Drama, which is related with the manners and attitudes of the characters and what the audience laugh at them after the pursuit of sex and money. In a way, the Comedy of Manners is a witty, and cerebral form of dramatic comedy that depicts and often satirizes the manners and affectations of a contemporary society. A comedy of manners is concerned with social usage and the question of whether or not characters meet certain social standards. The plot of such a comedy, usually concerned with an illicit love affair or similarly scandalous matter, is subordinate to the play's brittle atmosphere, witty dialogue, criticism and commentary on human foibles. â€Å"The Way of the World† which is written by William Congreve, is a restoration comedy play with its witty dialogues between the characters, criticism of the upper class people’s manners and also satiric and effective scenes such as lady and maid; unmasking scene of male libertine and proviso scene that ends in a lyrical celebration of unity. â€Å"The Way of the World† (1700), in fact â€Å"a world of wit and pleasure inhabited by persons of quality and deformed neither by realism nor by farce† (Congreve, p.401) which has come to be regarded as one of the great comedies in the English language. The plays of Congreve are considered the greatest achievement of Restoration comedy. They are comedies of manners, depicting an artificial and narrow world as explained above, peopled by characters of nobility and fashion, to whom manners, especially gallantry, are more important than morals such as Mirabell, Lady Wishfort, and Fainall. No doubt, Congreve’s view of mankind is amused and cynical. His characters are constantly engaged in complicated intrigues, usually centering around money like Mirabell, which involve mistaken identities like Mrs.Marwood, the signing or not signing of legal documents, ... Free Essays on The Way Of The World Free Essays on The Way Of The World â€Å"The Way of the World† as a Restoration Comedy: Restoration Comedy is a type of Restoration Drama, which is related with the manners and attitudes of the characters and what the audience laugh at them after the pursuit of sex and money. In a way, the Comedy of Manners is a witty, and cerebral form of dramatic comedy that depicts and often satirizes the manners and affectations of a contemporary society. A comedy of manners is concerned with social usage and the question of whether or not characters meet certain social standards. The plot of such a comedy, usually concerned with an illicit love affair or similarly scandalous matter, is subordinate to the play's brittle atmosphere, witty dialogue, criticism and commentary on human foibles. â€Å"The Way of the World† which is written by William Congreve, is a restoration comedy play with its witty dialogues between the characters, criticism of the upper class people’s manners and also satiric and effective scenes such as lady and maid; unmasking scene of male libertine and proviso scene that ends in a lyrical celebration of unity. â€Å"The Way of the World† (1700), in fact â€Å"a world of wit and pleasure inhabited by persons of quality and deformed neither by realism nor by farce† (Congreve, p.401) which has come to be regarded as one of the great comedies in the English language. The plays of Congreve are considered the greatest achievement of Restoration comedy. They are comedies of manners, depicting an artificial and narrow world as explained above, peopled by characters of nobility and fashion, to whom manners, especially gallantry, are more important than morals such as Mirabell, Lady Wishfort, and Fainall. No doubt, Congreve’s view of mankind is amused and cynical. His characters are constantly engaged in complicated intrigues, usually centering around money like Mirabell, which involve mistaken identities like Mrs.Marwood, the signing or not signing of legal documents, ...

Municipal Solar Infrastructure Essay Example | Topics and Well Written Essays - 1000 words

Municipal Solar Infrastructure - Essay Example The community organisations in villages, the prime beneficiaries of the project , the implementing agency - BP Solar Australia and the donor agency - Australian government are the major stakeholders. In addition, the government bodies in Philippines like The department of Interior and local government (DLIG) , Local Governance Units (LGU), Barengay Technical Team, community organisations for social mobilisation are also the other stakeholders in this project. The project operations have ensured the capacity building of the community groups in terms of the project governance and also established a team for the technical support needed for the services and repairs of the devices installed. The ability to mobilise people for their effective participation and also to undertake the administrative activities like accounts/ finance management, collection of charges from the beneficiaries are the key inputs that strengthened the governance component of the project. Creation of separate technical team called Barangay Technical Team for simple maintenance need was one such initiative. The sound technical back up also ensured the reliability of installations and enhanced the public confidence. The project success achieved with only two full time staff from BP solar shows the extend of empowerment of the stakeholders. Recommendations for Project manager : The majority of components were sourced from Australia due to the conditions in the project. And after the project period the supply of the above items from the Australian agencies may not be viable. Hence, project manager could have identified suppliers in the neighborhood regions for ensuring the sustainability of operations. This could also help to spread the project to other areas not covered under the project. Comments : The project is an excellent example of effective integration of stakeholder management principles into the project governance operation. The transformation achieved across highly scattered regions of Philippines with the period of 3.5 years clearly shows the efficiency of project operations. Further, the project also helped to improve the general living conditions of the people in the villages. Conclusion : The committed effort from BP Solar company to ensure an efficient project governance system led to the project success. The project interest was much beyond sales initiative and hence created a successful system for operations. Stakeholder map SA B Stakeholder Management Sheet Name of the stakeholder Name of contact Stakeholder type Influence level BP Solar Australia Project manager Major High Government of Australia Project manager Major Low Barangay Technical Team Team leader for each village Minor Medium Department of Interior and Local Government, Philippines Department representative Minor Minor Local Government Units Government Representative Major Medium Community Organisation Representative of

Thinking Critically about Writing Essay Example | Topics and Well Written Essays - 500 words

Thinking Critically about Writing - Essay Example The language of the poem, with the help of imagery, is belligerent enough to convey to the reader the message about how the black woman is experiencing oppression in the society she lives is. The symbolic nature of the poem highlights the importance of determination, and how women should fight against the unfair laws set by humans for humans. The tone is disgruntling, like when we read: â€Å"†¦who in the hell set things up/ like this† (lines 21-22). These lines depict the annoyed tone that the poetess uses to convey the black woman’s aggression toward the unfair laws of the country. The language in the lines 21-33 show discontentment yet self-acceptance through the exemplification about how the woman accepts the law that the boys may fuck her without being blamed of rape, if they do not ejaculate inside her; and, how the rape is never identified no matter how hard she fights against it. This exemplification is harsh enough to be illustrated, but Jordon, with the h elp of strong structure and language, conveys it lucidly. However, Adamson, Evans and Stein (155) have linked Jane’s tone with her intention of resistance against the violation of her country’s rights, as they state: â€Å"Jordon reminds us throughout the poem that her â€Å"natural† body is a colonized site†¦that the rape of an African country, an environment, an African American woman’s body, are all entwined†¦Ã¢â‚¬  The tone of the poem very well describes the oppression and guilt that the black woman is going through at the hands of the opposite gender. Jordon has used repetitive words, which shows threat, like in the line 22: â€Å"My name is my own my own my own†. The repetition emphasizes that the woman is no longer going to accept the guilt. The tone of the poem changes from self-acceptance of being wrong to resistance and revenge. Resistance is shown in lines (109-110): â€Å"†¦I am not wrong: Wrong is not my name/ My name is my own my own my own†, and revenge is

How can social media be used as a powerfful marketing tool in a small Research Paper

How can social media be used as a powerfful marketing tool in a small business (Using case study) - Research Paper Example rough interview with the owner of the business as well as looking into the financial figures derived from their sales and comparing them from the time she used traditional word-of-mouth marketing to the time she already used Facebook as a marketing medium. The findings prove that since posting pictures of her children’s clothes in her Facebook page and setting up one for TCC, the business’ sales has grown by 150% in just nine months. The profit increase is evidence that Facebook is an effective marketing medium for a small business. The internet has evolved to be a powerful tool that can be used for a variety of purposes. Being known as the information highway without leaving one’s home, it provides users with a vast range of sources of information that allow them to find answers to any question in one click. Even businesses have boomed with the utilization of online advertisements. Currently, social media has likewise hopped on the marketing bandwagon, offering their sites as platforms for selling products and services in a myriad of ways. Research Objective: This paper will show how small businesses can maximize social media to make their business grow. It will focus on a small dress shop in London started by a young woman who worked from home and decided to sell the dresses she made for children online using her Facebook account. The shop’s name is Twinklestars1. Marketing goods and services online has been ongoing for many years now. Berthon et al. (1996) explain that potential customers begin with their search for a preferred product when they surf the internet. Businesses which have established their website presence are more likely to attract customers as long as they keep their sites dynamic, with their advertising designs and texts consistently updated so they sustain the interest of their customers (Durkin & Lawlor, 2001). Apart from the use of computers, mobile devices have stepped up to include features that access the internet, widening

Brand Loyalty Through Emotional Advertising Media Essay

Brand Loyalty Through Emotional Advertising Media Essay Many authors have discussed about what is emotional advertising and its importance over rational advertising but very little work has been done on building brand loyalty through emotional advertising. In this paper I will give a theoretical based view of how we can generate brand loyalty through emotional advertising. Plus what are the drivers of emotional appeal and how to achieve emotional satisfaction through advertising and its experience. Keywords: Emotional advertising, brand loyalty, drivers of emotional appeal, emotional satisfaction and experience Introduction McGuire (1969) argues that there is no difference between emotional appeals and rational appeals in terms of the effectiveness or emotional appeals are more effective. Holbrook and Hirschman (1982) suggested that emotional appeals come from the emotional, experiential side of consumption. Choi and Thorson (1983) found that emotional ads were better than rational ads by most recall measures. Emotional appeals make a brand liked or friendly (Batra and Ray 1985). Where, Kotler and Armstrong (1991, 426-427) define emotional appeal as an: attempt to stir up either negative or positive emotions that can motivate purchase. These include fear, guilt, surprise and shame appeals that get people to do things they should or stop doing things they shouldnt. Communicators also use positive emotional appeals such as love, humor, pride, hope and joy. An appeal, according to Manrai et al. (1992), is the basic idea behind an advertisement or the basic reason why an audience should act. Emotional appeals are often strategically employed to influence consumers indirectly and make the consumer feel good about the product (Calder and Gruder 1989) relying on feelings for effectiveness (Aaker et al 1992). When it comes to changing the message receivers beliefs about the advertised brand (Stafford 1993), Emotional appeal ads may have rational appeal components while rational appeal ads can have emotional appeal component respectively. Stafford (1993) suggests that both types of meanings occur in all ads and only case by case does the balance vary. However, Aaker, Stayman and Hagerty (1986) found a positive relationship between the level of warmth created by a commercial and the attitude toward the ad Page, Goldberg and Gorn (1987) also reported more positive reactions for emotional appeal advertisements than for informational appeal advertisements. Thorson and Heide (1990) also found that emotional advertisements may be more effective and memorable than rational advertisements. One of the most critical concerns advertisers express about television advertising is the potential decline of the persuasive impact on TV spots because of increasing clutters in the media environment. To make advertising appeals more distinctive and hence, perhaps more persuasive, advertisers frequently use dramatic emotional ads messages designed to shock the emotions and make the brain itch (Moore 1989) Such advertising executions often feature high impact, sensually evocative appeals that stimulate strong positive emotions (e.g., the Hallmark greeting card ads dramatizing precious moments and nostalgic memories in life). However, advertisers also employ graphic and sensational negative emotional advertising messages such as those used by insurance companies, healthcare institutions, drug and alcohol abuse clinics, food manufacturers exploiting consumers fears of cancer and cardiac diseases (Alsop 1988), and public service agencies making appeals to prevent child abuse or to promote the use of contraceptive devices (LaTour and Pitts 1989). I have gone through the definitions of emotional advertising from different authors given in different times. Their thoughts and findings are similar somewhat but also vary as the time changes, from these definitions we can get a clear view about emotional advertising and to some extend its importance. Emotional advertising leave a deeper effect and can persuade viewers immensely, but can emotional advertising also develop band loyalty? Very less work is being done from this perspective. I will talk about brand loyalty through emotional advertising and what are the drivers of emotional advertising. Emotional Advertising The human spirit is a rich reservoir of powerful emotions; Passion, ambition, vanity, love, desire, fear, hope and much, much more. Emotional advertising arouses these emotions to get our attention, to touch us more deeply and to persuade us more effectively. Emotional advertising discovers how a product truly fits into a persons life and how it satisfies an emotional need. When that truth is revealed and understood, it becomes possible to create a more honest, relevant and lasting relationship between the consumer and the product. Ideas and the executions that are conceived and created to awaken, stir and stimulate emotional responses produce advertising that is new, unexpected and audacious, advertising that is most persuasive and provides the greatest return on investment. Emotional Advertising drivers Emotions matter because if we do not have them, nothing else would matter (Elster 1999) To make an ad impactful one should be very careful while choosing the drivers because these drivers are the soul of the ad, only wisely chosen drivers can make an ad generate brand loyalty through its experience. In my opinion the basic drivers of emotional appeal are given as under: Figure shows Drivers of Emotional Appeal Brand Loyalty through Emotional Advertising Basic purpose of emotional advertising is to engage more and more viewers into the ad and ultimately influence them to buy the product. As we know that marketings basic function is to target the need of people while emotional appeal aim the hidden feelings behind that need, and then eventually through this we can create brand loyalty. Figure 2 shows brand loyalty through emotional advertising Emotional Satisfaction through Advertising and Experience Future belongs to emotional advertisement. Most of the advertisers try to find out those minor points which were never taken out before, they seek to create something new which is not new and they try to explore that side of emotions that have yet not being tested. The best strategy is to blend emotional appeal with rationale appeal, but in this more percentage is of emotional appeal and less is of rationale appeal. As we have discussed earlier that emotional appeal is to target the hidden emotion of the viewer and then relate it with the advertised product. Emotion is very important is advertising, here we take an example of Dove. When dove started is Campaign for Real Beauty theme is 2004. Prior to this time, the brand communicated largely rationale benefits, such as its moisturizing properties and mildness. It mainly used testimonial-style advertising, but, with little sense of uniqueness, vibrant or conceiving personality, its growth was limited. The Campaign Real Beauty aimed to build the brand at an emotional level by conveying a more self-governing, independent, natural and iconic vision of beauty. In doing so, Dove made women who were tired of trying to live up to the idealized and unachievable standards shown by other brands. Almost overnight, Dove changed from being dull and inactive into a highly distinctive and admired brand with a resulting huge uplift in sales across its entire range and finally it paid off in the shape of growth of its brand loyalty. Future Research

Stem Cell Research Essay -- Science Biology Stem Cells Essays Papers

Stem Cell Research Research on stem cells is advancing knowledge about how an organism develops from a single cell and how healthy cells replace damaged cells in adult organisms. This promising area of science is also leading scientists to investigate the possibility of cell-based therapies to treat disease, which is often referred to as regenerative or reparative medicine. Research on the topic of stem cells is advancing the scientific knowledge about how cells develop. Stem cell research is applied to two main characteristics that allow stem cells to be distinguished among most other types of cells. The first major characteristic is that the stem cells are unspecialized and can renew themselves through cell divisions for longer durations of time. Secondly, the cells can be manipulated under certain conditions to become any cell that the scientist encodes them with; liver cell or even a heart cell. Scientists primarily work with two types of stem cells; embryonic and adult, descriptions will be addressed later. Unlike muscle cells, blood cells, and nerve cells, stem cells may replicate many times. An initial population of stem cells grows for many months and in lab conditions can produce millions of cells. The cells are termed to be long term self renewing if the produced cells are unspecialized like their parent stem cells. A key topic in stem cell research is called differentiation. Differentiation is described as being when unspecialized cells give rise to new specialized cells. Scientists are still exploring this topic and what signals this action. So far they have described the external signal. The external signal is when chemical secretions are passed on by other cells, physical contact is made, and c... ...ce this new technology, maybe not for decades but this new science will effect our immediate future. The line has to be establishing that separates moral and ethical uses from inhuman and un-ethical uses. That line was not a major focus before February 12, 2004, now people in the science field have a major task at hand. In conclusion human embryonic and adult stem cells each have advantages and disadvantages for future application. Embryonic stem cells can differ in number and type of differentiated cells they can become. Adult stem cells are generally limited to differentiating into different cell types of their specific tissue or organ of origin. Stem cell research will be able to be used to test drugs and their effects, along with their most important application of human stem cells to regenerate tissues that could be used for cellular based functions. Stem Cell Research Essay -- Science Biology Stem Cells Essays Papers Stem Cell Research Research on stem cells is advancing knowledge about how an organism develops from a single cell and how healthy cells replace damaged cells in adult organisms. This promising area of science is also leading scientists to investigate the possibility of cell-based therapies to treat disease, which is often referred to as regenerative or reparative medicine. Research on the topic of stem cells is advancing the scientific knowledge about how cells develop. Stem cell research is applied to two main characteristics that allow stem cells to be distinguished among most other types of cells. The first major characteristic is that the stem cells are unspecialized and can renew themselves through cell divisions for longer durations of time. Secondly, the cells can be manipulated under certain conditions to become any cell that the scientist encodes them with; liver cell or even a heart cell. Scientists primarily work with two types of stem cells; embryonic and adult, descriptions will be addressed later. Unlike muscle cells, blood cells, and nerve cells, stem cells may replicate many times. An initial population of stem cells grows for many months and in lab conditions can produce millions of cells. The cells are termed to be long term self renewing if the produced cells are unspecialized like their parent stem cells. A key topic in stem cell research is called differentiation. Differentiation is described as being when unspecialized cells give rise to new specialized cells. Scientists are still exploring this topic and what signals this action. So far they have described the external signal. The external signal is when chemical secretions are passed on by other cells, physical contact is made, and c... ...ce this new technology, maybe not for decades but this new science will effect our immediate future. The line has to be establishing that separates moral and ethical uses from inhuman and un-ethical uses. That line was not a major focus before February 12, 2004, now people in the science field have a major task at hand. In conclusion human embryonic and adult stem cells each have advantages and disadvantages for future application. Embryonic stem cells can differ in number and type of differentiated cells they can become. Adult stem cells are generally limited to differentiating into different cell types of their specific tissue or organ of origin. Stem cell research will be able to be used to test drugs and their effects, along with their most important application of human stem cells to regenerate tissues that could be used for cellular based functions.

King Lear Essay

In William Shakespeare’s outstanding play, â€Å"King Lear†, we witness the break down in Britain that is a tragedy. The title character King Lear is the person who should to be blamed. The first crucial event triggers this tragedy is that King Lear banishes his little daughter, Cordelia from the Kingdom. The king of France, who has courted Cordelia, says that he still wants to marry her even without her land, and she accompanies him to France without her father’s blessing. Then King Lear other two daughters Regan and Goneril, take over his power and realm, their true natures surface at once. King Lear goes to live with Goneril at first, but she reveals that she plans to treat him like the old man he is while he is under her roof. So Lear decides to stay instead with his other daughter, and he sends Kent ahead to deliver a letter to Regan, preparing her for his arrival. However, Lear realizes that Regan is conspiring with her sister against him. Unable to believe that his beloved daughters are betraying him, Lear slowly goes insane. This event lets King Lear learn that he made a bad decision, he should not trust his two corrupt and deceitful daughters. Lastly, news arrives that Cordelia has raised an army of French troops that have landed at Dover. Regan and Goneril ready their troops to fight and they head to Dover. Unfortunately, Cordelia has been defeated. The result has come, it’s Cordelia’s death. Lear finally dies out of grief at Cordelia’s passing. King Lear has only himself to blame for the whole tragedy.

Department store business in pakistan

Department store business in pakistan Free Online Research Papers Pakistan retail industry is a derivative of the growing economy, changing demographics and preferences of the Pakistani consumers. Retailing format like supermarkets, department stores, mega stores, shopping malls and retail chains had come up on the country with varying intensity during the 1980’s and 1990’s, have now started proliferating. Organized retail is booming and creating huge opportunity for enterprises. Ever increasing number of hypermarkets, departmental stores and shopping malls are inviting potential investor to invest in Pakistan. Data was collected from over a 100 people including college going crowd and young professionals as they would be more interested in trying out new Department Stores and were more cognizant. Analysis was carried out using statistical tools. Findings of this research could provide useful information to potential investors for investment in departmental stores of Pakistan. Keywords : Booming, Creating opportunities, Invitation to Potential Investor, Investment 1. INTRODUCTION Department stores are places where you can find everything you need. And by everything means clothes, shoes, perfumes, cosmetics. home appliances, electronics and even home furnishings. These goods are separated into divisions and departments supervised by managers and buyers. There are also departmental divisions of merchandising, advertising, service, accounting, and budgetary control. The rise of department stores has made shopping easier and more convenient for most people. Now we no longer have to travel far and wide because these places have materialized everywhere in various cities. And since there are abundant sources of these shops, searching for the perfect shopping center has been a tad tricky for the eager shoppers. Department stores are often classified according to the kinds of goods they carry and the prices they charge; typical categories include discount, general merchandise, fashion or high fashion, and specialty. Many offer additional services, including gift wrapping, alterations. 2. SHOPPING IN TWO WAYS Years ago, shopping was a task that can only be completed through personal visits to stores. There were only a limited number of stores to purchase the peoples wants and needs. Shoppers also used to pay for the merchandise through cash. But today, shopping has become a complex yet easy process for most people. Because of the rise in the number of department stores and the various ways to shop for the things you need, shopping has become a simpler task for everyone. Department store shopping can now be done through personal or online visit. Shopping personally for the items you need would require you to visit several shops. Many prefer this type of shopping because they can have a personal view of the items they need. Department store shopping can also be performed online. Those with hectic schedules can now conveniently shop for everything they need through the internet. And like personal shopping, you will be presented with different choices of the things you need. Regardless of the way people shop, they need to have access to the various department stores nearest to their areas. Take a peek at the smallest to largest department stores within vicinity is the basic desire of each customer. 3. DEPARTMENT STORE BUSINESS IN PAKISTAN In recent years, people get used to buy daily use items from department stores and this trend is increasing in Pakistan. Some of the Foreign Multinationals like Metro, Banner Store International (Pvt) Ltd,Makro etc. have invested in departmental store business by seeing this huge opportunity. Most of the stores are running in urban cities of Pakistan. The total urban population of Pakistan is 56 Million. By applying statistical tools on data acquired through questionnaire it is observed that each 4th person who belongs to urban cities like to get shopping from Department Store. Data of some big cities of Pakistan is given below with reference to number of customers and renowned Department Stores in each city. It is observed that huge percentage of customers visiting Department Stores belongs to Middle and Upper class, with an average income of Rs.35000. The lower class is not much interested to buy goods from Departmental stores, they are more eager to buy things from small general stores, because these general stores provide credit facility to them. As both shopkeeper and shopper belongs to same vicinity, so there is less element of uncertainty of payment involved in these kind of transactions. Departmental Store business is not successful in rural areas of Pakistan, because the culture of rural areas restrict Departmental Stores to operate their business in these areas. The major obstacle for Department Store in rural areas is that the most of the payments are made at the time of crops harvesting,.people are used of these kind of practices, so they are not in a position to accept a sudden change. There wasa continuous rising number of Department Stores since year 2000 as investigated in the present research. There was a linear relationship in number of Department Stores per year until 2004. However an exponential rise was observed after 2005. Major reason attributed to this rise was the awareness and convenience felt by the customers by making purchases from Department Stores. In the year 2000 the total numbers of renowned Departmental Stores in big cities of Pakistan were 25 and now their figure increased upto 108. This trend clearly shows that the future of Department Stores is bright in Pakistan. 4.DEPARTMENT STORE FACTORS Following factors should be considered before starting a departmental store: a) Is there a definite need for the store? b) Do you have expertise and experience in operating this type of business? c) Will you get enough customers to make it profitable? d) How will you finance the property and the inventory? e) Can you find a good location? f) Can you be competitive in price and still make a profit? 5. RESEARCH METHODOLOGY I. RESEARCH DESIGN It is an overall framework that indicate what information is to be collected and from which source and by which procedure in research project. In this research, the first stage is exploratory, in which clarification of the specific problem is identified, in second stage we are interested in knowing the characteristics of certain group such as – age , sex , income , education , occupation for which descriptive study is necessary. This study involves the field survey conducted across different departmental stores in Islamabad and Rawalpindi. The respondents were approached outside the billing counter of departmental stores after they had finished shopping, before leaving stores. It also focused on the decision about choice of stores for specific purchase incident, since each purchase occasion might actually be a different decision. The respondents were given the questionnaire to respond their views about particular departmental stores. In some of the cases respondent were subjected to personnel interview. Responses were sought regarding customer patronage behavior. In Pakistan, departmental stores are proliferated with number of brands and their offering and almost all the stores is used for stocking or displaying the merchandise. The departmental stores are larger mostly 2000-3000 sq. ft. But very few of them have more than 5000 sq. ft. and are being designed for better display and browsing by the shoppers. The format was distinguished based on the facility provided to the shopper to browse and choose by themselves. This study was conducted in old as well as new format of departmental stores. The store was chosen from different part of cities to enable a wider spread of sample. The general hypothesis about stores choice drivers were that for routine purchase such as grocery items and apparels choice driver should be include in stores services dimensions and attractiveness of the physically layout. It is important to validate this hypothesis. Since the indication is that departmental stores should be providing more evolved dimensions of services to attract shopper it remain to be proven that such dimension do actually improved departmental stores. Secondary Research:External secondary data has been generated to obtain volume of sales regarding Department Stores. Survey Research: (1)Data was collected from candidates using questionnaire. The questionnaire was distributed in colleges and people on the street.(2)ï€  I distributed the questionnaires outside the Department Stores to gather data from people who hadcome to visit there.(3)ï€  I made an online questionnaire and circulated on the internet and gathered results from those II. SAMPLING DESIGN The aim was to collect 100 samples for the analysis. The samples should be such that they are consumers of Department Stores. I also tried to get an adequate ratio of men and women in the samples. The main demographics targeted were the younger age group as they are more aware of such Department Stores. Also I tried to focus more on the college going crowd and young professionals as they would be more interested in trying out new Department Stores and were more cognizant. Buyers who have been visiting Department Stores were better able to answer the questions regarding the influencing factors and the reasons for their consumption and purchase. The samples collected from internet have also been very valuable in the research. Measurement Instruments: The measurement instruments in the questionnaire was a 5 point lickert scale for values as strongly disagree = 1, disagree = 2, neutral = 3, agree =4, strongly agree =5 for shopping at Department Store. Apart from details regarding their choice of Department Stores, their frequency of visits and their spending patterns will also be mapped. The data was extracted and put in MS Excel. All the further analysis was then carried out by using Statpro. The measurement was designed to get a fair idea about the various attributes and conducted factorial analysis of the important attributes. III. FINDINGS OF DESIGN a) Reliability Test: Reliability test is to find out the reliability of the instrument. In this test the value of alpha is found to be 0.783 which is nearly equal to 0.8, and according to the thumb rule of alpha reliability is good. b) One Sample Test From the results of one sample test, we can say that: 1. Respondent are considering adequate sign board, quality of products, variety of products, plastic money service as important factor in deciding where to shop. 2. Parameters which less important for deciding where to shop are availability of open space, layout of the place, offer coupons and mobile charging zone. 3. Furniture and decor, colour and lighting, comfort and feel, adequate sign boards, courtesy and friendly atmosphere are moderately important. c) ANNOVA test From the results of ANOVA test, we can say that: 1. The F value of table is 2.18. Thus, we can accept the hypothesis that the factors quality of products, coupon and advertisement, variety of products, overall ambience affects the customer satisfaction. 2. Value of nearness to store is 3.586. Thus, we reject the hypothesis that nearness to store affect the customer approach to Department Store.. It was observed that customers are ready to travel even far from their residence for buying in departmental stores because of quality services and products. d) From the given data of Spendings and Visits of customers in a departmental store, a scatter plot has plotted, in order to analyze that whether a number of visits at departmental store have any impact on customer spendings. It was observed that as much time a customer visit Department Store, there are 85.4% chances that it will increase customer spendings. Customer spendings and Customer visits are positively correlated which is 0.854. It could be analyzed that if a customer make more visits at Department, there are 85.4% chances that the customer will make more purchases from Department Store. The broad conclusion about store choice among consumer indicates that image and perception have significant impact on final outcome. Perception about is driven substantially by tangible characteristics of departmental stores such as format of stores, size, distance from home, looks, as well as intangible factor like environment of stores. Given the limited information is available on shopping behavior of customer as even customer doesn’t know that what they like, so it was decided to design an exploratory study to identify major factor which affect behavior of customer and their satisfaction. e) From the result of time series plot , we can conclude that the major portion of spendings on department stores are made by people who belongs to the age group of 35 to 55. By offering attractive packages any Department Store can increase its share in both upper and lower age groups. 6) FINDINGS As a result of an exhaustive investigation of all the parameters and methodology adopted above, following findings were established: a) Customers have several reasons to choose any departmental store. But the primary reasons are ‘value for money’, ‘quality of product’, ‘variety of product’ and ‘service of the store’. More than 80% respondent indicated that these are the important reasons. Out of all respondents provided, 70% respondent responded that ‘ambience and layout’ was equally important as a buying behavior. This indicated that customer have one or mostly two good primary reason and other reason to visit departmental stores. b) Number of Department Stores had a steady rise from 2000 to 2005 in Pakistan. However the customers observed an exponential growth after 2005 because of the awareness and convenience of these Department Stores.. c) Speed of transactions and ease at Department Stores was a major parameter that motivated customers for visiting Department Stores to fulfill their needs. The responses were gathered through close ended questions. The respondents were probed for much reason the first reason being the top of the mind. The responses which were gathered through the questionnaire is used for further analysis. The study captured about different responses that could be classified into seven important categories. PRIMARY STORES CHOICE VARIABLES BY CATEGORY OF STORES Grocery and food items are choose by the customer strongly based on the more proximity and patronizations. The customer would like to reduce the time. However as indicated by the higher scores if customer have been buying for longer period off time , they do not mind buying from a store located at greater distance. The importance of relationship, comfort level with the departmental stores is stressed with regard to grocery and food items story. This seems to be some indication of an inherent loyalty to the stores in this category. So when experience of shopping is good there is a high chance of next visit. The customer is willing to trade-off the extra travel with the experience. However the proximity is the most important driver of loyalty to a grocery store. Ambiance is not important factor for customer in this category. In the case of consumer durable stores, consumers give more importance to merchandise, referral, and ambience. They prefer to visit those stores that depth and wide range of product. Customer in these stores looks for variety. Stores that offer good price and discount are also visited. The ambience reflected in terms of lighting, setting and comfort is also relevant in determining store choice. A good display of product, so that customer can look around and touch and feel the product becomes an important consideration in departmental stores. Leisure sections of departmental stores (books and music, accessories and lifestyle products) tend to attract customers on the basis of ambience of stores. The customer wants comfortable store as they tend to stay for longer on each visit. The lighting display and attractive decor of the store become an important factor. In case of apparels, customers value merchandise, ambience and brand. They want variety and would like to touch and feel the product. Range of merchandise, in terms of product and price, attract shopper to a store. They would like to satisfy themselves about making right choices by trying them out before finalizing their product. 7. CONCLUSION Customer satisfaction is the key to keep existing customer. Customer satisfaction must be matching or greater than the customer expectation. From the research study I have done, I concluded that the overall customer satisfaction regarding the departmental stores in Pakistan is reasonably good. If we define it in percentage term then it is approximately 61% in urban areas. Yet there are some aspects as noted in guideline section where the departmental stores in Pakistan need to focus more in order to increase market share: 1. The checkout counters are crowded, especially in peak hours and holidays. Customers have to spend 20 minutes to 45 minutes in queue. Departmental stores should take proper measures to increase number of checkout counters in case of such occasions. 2. Products kept in sections such as toys and children’s sections should not be kept at height. According to suggestions given few customers, specially children, find it difficult to get access to such products. 3. In case of trolleys used, there is not enough space to move around the departmental stores on holidays or in peak hours. This may cause hindrance in case of emergency or in case of families with small children. Departmental stores to take proper measure so as to allocate enough space for movement of trolley even during holidays or peak hours. 8. REFRENCES 1. Kothari C.R., (2004) â€Å"Research Methodology- Methods and techniques†, New Age international Publication. 2. Businesss Today (2010), â€Å"Retail revelation†. 22 July-6 August. 3. Jones T. O. And Sasser W. E. (1995), â€Å"Why satisfied Customer Defect†, Harvard Business Review, Vol. 73, No. 6. pp 88-99. WEBSITES: 4. www.livemint.com 5. www.bimtech.ac.in/indiaretailreview 6. www.trueknowledge.com 7. www.businessdictionary.com Research Papers on Department store business in pakistanAnalysis of Ebay Expanding into AsiaInfluences of Socio-Economic Status of Married MalesRiordan Manufacturing Production PlanMarketing of Lifeboy Soap A Unilever ProductIncorporating Risk and Uncertainty Factor in CapitalThe Spring and AutumnPETSTEL analysis of IndiaDefinition of Export QuotasThe Fifth HorsemanThe Relationship Between Delinquency and Drug Use

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