Museums and the Advantage of the Product Differentiation Research Paper

Museums and the Advantage of the Product Differentiation - Research Paper Example â€Å"The British Museum Company Limited was founded in 1973 by the Trustees of the British Museum to advance the educational aims of the Museum. The Company currently engages in a number of activities, including wholesale and retail, publishing, the production of replicas and other merchandise, and licensing. The Museum has expanded its retailing division over the last few years, with the opening of the Great Court at the centre of the Museum offering further opportunities for trading. Having the best-designed shops the company offers several products for the customers from the books Specializing in ancient history, archaeology, art history and ethnography to pocket money priced items. The Company stocks many materials suitable for use in National Curriculum project work. These also include guidebooks to the Museum, postcards, T-shirts, stationery, camera film, stamps, jewellery and inexpensive gifts and the Museum's exclusive collection of replica sculpture, jewellery and fine sil k textiles. The British Museum has a long history of publishing, dating back to the mid 18th century, with the first recorded publication of catalogues to the early collections in 1749. The British Museum Press was founded in 1973 and is the world's leading museum publisher. Around 60 books are published each year in the broad subjects of history, archaeology, ethnography, fine and decorative arts and numismatics for scholars, children and the layman. For a number of years, the Company has been producing replicas and gifts based on objects in the collections of the Museum.

Australia Fast Food Industry Analysis (Hungry Jack) Essay

Australia Fast Food Industry Analysis (Hungry Jack) - Essay Example IBIS has reported that the fast food industry of Australia will grow at a rate of 3.7% per annum for next few years while there is a possibility dwindling spending capacity of consumers caused by economic recession might decrease the projected growth rate (IBIS World, 2012). Low entry of barrier is an important characteristic of Australian fast food industry. IBIS (2012) has reported that new entrants need to invest capital in the range of $90,000 up to $300,000 to set up fast food outlet in Australia. The analysis will try to determine the dynamics of the industry in terms of external environment, industry forces, competitor analysis and critical success factors. Major aim of the study is to analyze the Australian fast-food industry in terms of both internal and external environment. Major findings of the study can be explained in the following manner. Entry barrier for fast food industry in Australia is low. Companies need to launch low calorie fast foods to keep pace with changing consumer preference. Major recommendation for companies planning to enter fast food business in Australia are 1- use market development strategy in order to increase penetration and 2- use focus strategy to decrease risk factors. First section of the study will discuss brief introduction of fast foods industry in Australia, second portion of the study will analyze the fast-food industry in Australia in terms of PESTLE analysis, porter five force analyses & contingency theory and critical success factors. Third section of the study will provide suitable recommendation to companies planning to enter in fast food business in Australia. B. Industry Analysis A snapshot of the fast food industry of Australian can be used in order to understand the underlying opportunities in the business environment of the country. Market Value Market Value Forecast Market Volume Market Volume Forecast Category Segmentation Market Competition Total market value of fast food industry in the country is mor e than $5,000 million. The market value will increase at growth rate of 2.5% and it will touch the mark $6,000 million within 2016. Total transaction recorded for the industry is recorded as $1,160.1 million for the year 2012. Market volume will decrease at a rate of 3% and it will touch the mark $1,130.1 million transactions within 2016. Restaurant business contributes 66% of total market value of the industry. 45% of market share is dominated by four big players such as Domino's Pizza, McDonald's, Hungry Jacks and Yum! Brands. (Source: Market Line, 2011) Market volume of Australian fast food industry has decreased by significant level in last two years. Compound Annual Growth Rate (CAGR) of the industry has decreased by 4.2% in last five years. PESTLE Analysis Henry (2008) has stated that PESTLE analysis is an important tool to analyse the macro environment of any country. Political Australian government has implemented carbon tax on companies operating in the country. High carbon tax rate imposed by government can increase the operating cost of fast food companies. Australian government also increased restriction on advertising for children hence fast-food companies need to be careful while designing advertisement for

Link Between Obesity and Social Class

Link Between Obesity and Social Class Critically evaluate and demonstrate the link between rising obesity levels in women from low- income households in the UK with reference to the influence income has on food choice Numerous studies and reports over the past 40 years (Marmot, 2010; Acheson, 1998; DEFRA) have identified social patterning in levels of obesity. Results in the UK have shown a growing trend amongst women from low-income households and obesity. Income along with other social factors influences food choice. There is widespread public and government knowledge that low-income households are most likely to have an unbalanced diet which contributes to poor health outcomes (Marmot, 2010; LINDS, 2007; Acheson 1998). Low-income impacts on obesity by limiting access to resources, the more income a household has the more accessibility to food choices they will have (Sobal Stunkard, 1989). Low-income can be defined as lower than half of the average income (Acheson; 1998). This essay will attempt to explore the causes and consequences of the prevalence of obesity for women from low-income backgrounds whilst taking into account environmental social aspects. Research on dietary behaviours indicate that accessibility and knowledge of healthy practices are significant factors that must be also be considered (American Psychological Association, 2005). In 1997, following the election of New Labour, the government commissioned an inquiry into health inequalities. The Acheson Report followed the inquiry making many recommendations to address health inequalities amongst women, families and children. The report advised the benefits of improving the diet of women and girls to make improvements not only to their own health, but also the health of their children and future families (Acheson, 1998). Likewise, the Health Survey for England (2003) found women from the lower social classes are more susceptible to obesity, no correlation was found for men (Sproston Primatesta, 2004). Elsewhere the global pattern appears to be the same, the World Health Organization carried out a study across 26 countries and found the social gradient of obesity levels consistently higher amongst women than men (Wilkinson Pickett, 2010 pg98). More recent studies such as the Marmot Review (2010) showed income along with other prevalent social factors; social d eprivation and ethnicity increased the risk of obesity for women. The UK has one of the fastest growing rates of obesity in the developed world. This steady increase has led to a society where overweight is the norm (Weight Management Centre, 2010). Despite the increase over the last 50 years there has been a shift in values in modern, developed societies towards slimness as a preferred body shape (Sobal Stunkard, 1989). Conversely, it is interesting to note historical observations of female body weight, for example, in 19th Century Britain, voluptuous women of the middles classes where regarded as objects of beauty, a large curvy figure was a symbol of wealth and high status (Williams Germov, 2009). In developing societies plumpness is portrayed as positive, whereas in developed societies it is seen as negative. An extreme example of this can still be observed in some African cultures where they send young women to fattening huts to gain excessive weight to increase their beauty, status and marriage potential (Brink, 1989). The way we choose and eat food can be deep rooted in complicated cultural reasons. We may choose foods based on what we had as a child, foods that mean something to us, provide feelings of comfort or to aspire to a lifestyle. Food has always been linked to social meanings but never before as it been so widely available and affordable to consume such cheap energy rich foods (Wilkinson Pickett, 2010). In a similar way foods we eat can be habitual and mood enhancing, women more frequently report food cravings than men (Dye Blundell, 1997). New research suggests some high fat high sugar diets can cause changes in the brain comparable to drug addiction, moreover the studies found these brain changes can be passed on to offspring (Society for Neuroscience, 2012) although this research is intriguing the evidence is very limited but future expansion into this area could prove very insightful. Cultural habits and norms develop and change throughout the life course, past events and experiences shape food choice, equally future expectations and social determinants influence food selection. Early in life we develop food roots that in time lead to established diet patterns. The social environment can play a role in food choices we make and may influence patterns of obesity in some groups. Of interest to note is a study that looked at the spread of obesity in a large social network over 32 years, finding a link suggesting siblings and friends of the same sex shared an obesity spreading pattern. The study found the link to be strongest with female siblings although it was also present in same sex friends and spouses. This implies obesity as infectious, showing that people are influenced by the appearance and behaviours of social contacts. That said, other imitation behaviours that may occur under the same influence such as exercise and smoking can also have an effect on obesity (Christakis Fowler, 2007). Studies reveal that women from ethnic minority groups living in the UK have a higher obesity rates than men from the same groups (Health Survey for England, 2004). The figures for obesity in women from these groups in particular, Black African and Bangladeshi females, is higher than the rest of the general population. However, the results may be limited due to the small numbers representing some of the ethnic minority groups. According to the Department of Health, Equality Analysis: A call to action on obesity in England (2011), there is not enough evidence available to attribute causative factors to ethnic obesity prevalence in the UK. The correlation between obesity and ethnicity is complex. Some evidence points at underlying genetic susceptibility to obesity related illness such as diabetes made worse by changes in dietary habits , lack of exercise and environmental circumstances (Holmboe-Ottesen Wandel, 2012). The same study looked at the dietary changes of immigrants from low-i ncome countries to Europe, revealing two factors which could alter lifestyle and health outcomes of immigrants. Firstly, acculturation a process whereby the immigrants are influenced by the food culture of the host country, secondly, nutrition transition which has a global trend, for instance, if processed foods are only available to the high income groups in the country of origin, then after migration these foods are more available and cheap, making them appear an ideal choice. The pattern between income inequality and obesity appears to be stronger for women than men (National Obesity Observatory, 2011). In an attempt to understand this pattern it is important to consider many factors. There is a belief that obesity has a genetic predisposition ‘thrifty phenotype’ (Hales Barker, 2001). Whilst genetics can have a role, Wilkinson and Pickett (2010) argue the correlation is not strong enough to explain rapidly increasing obesity over the last 30 years. They suggest the rise in obesity more likely related to changes in society in the way we live such as, increasing food prices, accessibility, the growth in fast food outlets, microwave cooking, poor culinary skills and changes in physical activity levels. It is unclear as to why the obesity pattern for women from low-income groups is stronger than for men, research in this area is limited. What is of concern is the health implications that these women face, startling figures from Healthy Lives, Healthy People (2011) report obese woman are thirteen times more likely to develop type 2 diabetes, four times more likely to develop high blood pressure and three times more likely to have a heart attack than a woman of healthy weight. Similar results were reported from Health England (2009) stating women in overweight and obese BMI categories are more likely to be diagnosed with a long standing illness than men, a similar correlation is shown between depression and obesity from the same paper. Pregnancy poses further problems, women from socioeconomic deprivation are more likely to retain weight gained during pregnancy and after birth, age and number of births were also found to be contributing factors (National Obesity Observatory, 2011). The Low-Income Diet and Nutrition Survey (LIDNS) reported price, value, income for food expenditure and quality/freshness of the food as the main influences affecting food choice. With 44% of women surveyed indicating they would like to change their diets. Several studies (DEFRA, LIDNS, Acheson), have shown low-income groups are more likely to consume unbalanced diets and have a lower fruit and vegetable intake, they also have reduced levels of vitamins, minerals and dietary fibre with higher intakes of white bread, processed meats and sugar (Dowler, 2007). It can be argued that the obesity pattern in women from low-income groups is a consequence of globalisation and the resulting problems it leads to with job security leading to pressure on low-income individuals and families which creates an environment that encourages over consumption of high energy foods, in an area where working hours are longer with less time to prepare food thereby opting for cheap, convenience fast-foods which inevitably have a higher fat content, this shift in working patterns means people are more likely to consume convenience foods but be less likely to burn off the extra calories (Qvortrup, 2003). Increased demand in convenience foods associated with changi ng lifestyles over the past 20 years, has given rise to a food evolution (Buckley, Cowan, McCarthy, 2007). For some accessibility to healthy food on a low-income is a problem (Dowler, 2008). Living in low-income urban areas often means limited opportunities for daily exercise and reduced access to stores that sell healthy foods (Black, 2008). It could be said that income is the biggest indicator in food choice as it often determines the quality and accessibility of food, but income can also be a contributing factor in education, housing, safety and transport, for example income often determines where you can live. It can be argued, if lack of income was the main cause in rising obesity levels, the greatest increase would be seen in the highest-income groups since they would be able to afford to buy more food. This is not the case, obesity has a new social distribution. In the UK and other developed countries it is the lower income groups who have the highest growth in obesity rates, no longer is it the case where the rich are fat and the poor are thin (Wilkinson and Pickett 2010). Quality of food eaten may be an important indicator for low-income women. The cost of food has risen dramatically, the Department for Environment, Food and Rural Affairs (DEFRA) (2011) reported food prices to have increased by 12% between 2007 and 2011. The report showed the poorest are most affected by price increases with  £1 in every  £6 being spent on food for the poorest 20%, compared with  £1 in every  £9 for all UK households. LIDNS (2007) reported 39% of low-income households sometimes worried about having no money to buy food, 36% said they could not afford balanced meals, with 22% reported skipping meals. Education is a component of socio-economic status that may be associated with obesity. People with higher education levels are more likely to make healthier food choices A study using diet data from the UK Womens Cohort Study (Morris, Hulme, Clarke, Edwards, Cade, 2014) used a food cost database to estimate cost of dietary patterns using diet records, the results they found show a significant association between diet and cost, with a healthy diet costing twice as much as an unhealthy one. The results also demonstrated those subjects who consumed the healthiest diet have a higher SES indicated by education and occupation. Allowances should be made for overestimations and bias to the results of this study which used a food frequency questionnaire, it should also be noted, the data collected was from the diet survey 1995-1998 therefore not allowing for the inflated prices of todays food which would also influence food choice. The Acheson Report (1998) advised government to have a greater responsibility in reducing nutrition related inequalities. The report emphasised the need to address not only changes at individual and family behavioural levels but also multi-sectoral action at national and local levels. Criticisms of the report say the recommendations were too similar to the Black Report of 1980. The main difference, noted by Exworthy (2002), is that the Acheson report was well received by the government. In conclusion, globalisation of the UK economy has led to a shift from a traditional industrial nation to a society with altered work and lifestyle patterns. This shift in patterns has led to changes in food consumption and opportunities for exercise. Those who are in low-income households are most affected. Low-income is a factor in particular for women, who may take several actions to ensure that their families are fed, including skipping meals and eating cheaper, less nutritious foods. Education and accessibility can play a key role in improvements. Many government interventions at national and local level have already been initiated, however, too many are individual focused and more needs to be done at a social level. References: Acheson, D. (1998). Independent Inquiry into Inequalities in Health Report. From Department of Health. Published by The Stationary Office. ISBN 0 11 322173 8 American Psychological Association APA, (2005). Retrieved from website: https://www.apa.org/pi/ses/resources/publications/factsheet-women.aspx Big Fat Globalisation: Towards a Sociology of Obesity: Matt Qvortrup, The Robert Gordon University, Aberdeen, 2003 Buckley, M., Cowan, C., McCarthy, M. (2007). The convenience food market in Great Britain: convenience food lifestyle (CFL) segments. Appetite, 49(3), 600-617. doi: 10.1016/j.appet.2007.03.226 Christakis, N. A., Fowler, J. H. (2007). The Spread of Obesity in a Large Social Network over 32 Years. New England Journal of Medicine, 357(4), 370-379. doi: doi:10.1056/NEJMsa066082 DEFRA (2011) Department for Environment, Food Rural Affairs. Family Food Statistics (2011). https://www.gov.uk/government/statistics/family-food-2011 Department of Health (2011). Healthy Lives, Healthy People: A call to action on obesity in England. Healthy Lives, Healthy People: Our strategy for public health in England. Dowler, E. and N. Spencer. (2007). Challenging health inequalities: from Acheson to choosing health. Bristol: Policy Press. Dowler, E. (2008). Symposium on Intervention policies for deprived households Policy initiatives to address low-income households nutritional needs in the UK. University of Warwick, Coventry Dye L, Blundell JE (1997) Menstrual cycle and appetite control: implications for weight regulation. Human Reproduction 12(6):1142-51 Exworthy, M. (2002). The Second Black Report? The Acheson Report as Another Opportunity to Tackle Health Inequalities. Contemporary British History, 175-197. doi: citeulike-article-id:3388437 Germov, John, and Lauren Williams. 2009. A sociology of food and nutrition: the social appetite. South Melbourne, Vic: Oxford University Press. Hales, C. N., Barker, D. J. (2001). The thrifty phenotype hypothesis. Br Med Bull, 60, 5-20. Health Survey for England. (2004). The Health of Minority Ethnic Groups. NHS Health and Social Care Information Centre, Public Health Statistics Holmboe-Ottesen, G., Wandel, M. (2012). Changes in dietary habits after migration and consequences for health: a focus on South Asians in Europe. 2012. doi: 10.3402/fnr.v56i0.18891 Jennifer L Black, James Macinko (2008). Neighborhoods and obesity. Nutrition Reviews 66 (1), 2–20. D11oi:10.1111/j.1753-4887.2007.00001.x Low Income Diet and Nutrition Survey, (2007). Summary of Key Findings. Food Standards Agency. The Stationary Office Marmot, M. G. (2004). Tackling health inequalities since the Acheson Inquiry. J Epidemiol Community Health, 58(4), 262-263. doi: 10.1136/jech.2003.010264 Morris, M. A., Hulme, C., Clarke, G. P., Edwards, K. L., Cade, J. E. (2014). What is the cost of a healthy diet? Using diet data from the UK Womens Cohort Study. J Epidemiol Community Health, 68(11), 1043-1049. doi: 10.1136/jech-2014-204039 National Obesity Observatory. (2011) Obesity and Ethnicity. NHS. www.noo.org.uk/uploads/doc/vid_9444_Obesity_and_ethnicity_270111.pdf Sobal, J., Stunkard, A. J. (1989). Socioeconomic status and obesity: a review of the literature. Psychol Bull, 105(2), 260-275. Society for Neuroscience, (2012) Food for Thought: Obesity and Addiction. Retrieved from: http://www.brainfacts.org/Across-the-Lifespan/Diet-and-Exercise/Articles/2012/Food-for-Thought-Obesity-and-Addiction Weight Management Centre, (2010). Obesity a public health crisis. Retrieved from:www.wmc.uk.com/wp-content/uploads/2011/07/UK-Obesity-Epidemic.pdf Wilkinson, R. G., Pickett, K. (2010). The spirit level: Why greater equality makes societies stronger. New York: Bloomsbury Press. (Published 2009)

Natural Reflection :: essays research papers

Jane Austen’s novel Sense and Sensibility illustrates a number of characteristics particular to Romantic Literature. Of these characteristics, few are better utilized to offer a view into the individual temperaments of her characters than the images of natural beauty present throughout the novel. In contrast to the Neo-classical ideal, which reserves no place for the appreciation of the sublime in nature in its structure and design, Romantic literature expresses a deep reverence and awe toward the natural world. In the case of Sense and Sensibility, this appreciation is manipulated to produce a subtle, but humorous reflection on the temperament of the Miss Dashwoods. Upon Edward Ferrars’ arrival at Barton, he joins Marianne and Elinor on their walk back to the cottage. During this walk, a discourse on the surroundings begins after Elinor comments that Norland â€Å"probably looks much as it always does at this time of year† (p. 77). Elinor’s comment comes as a somewhat perturbed response to Marianne’s overzealous inquiries concerning the appearance of Norland. Elinor also mentions that it is probably rather gloomy and untidy because of the dead leaves that cover the woods and walks. This prompts and even more dramatic exclamation from Marianne: â€Å"‘Oh!’ cried Marianne, ‘with what transporting sensations have I formerly seen them fall!’† (p. 77). In this line, and in those that follow, it seems that Marianne gets carried away with her appreciation of the dead leaves on the ground. In the description of them as inspiring â€Å"transporting sensations† in her, the extent of Maria nne’s â€Å"sensibility† is aptly conveyed in a very concise scene. The â€Å"sense† that is characteristic of Elinor is depicted in her response to Marianne’s exaggerated praises: â€Å"‘It is not every one,’ said Elinor, ‘who has your passion for dead leaves’† (p. 77). It is not that she is unmoved by the beauty of her surroundings, but she understands the difference between what is truly worthy of praise, and what would be an exaggeration or possibly even an affectation. She does not have the propensity to swoon when she thinks of the dead leaves at Norland, but she has the wit and sense to subtly joke about her sister.

Rain Dance Essay

A rain dance is a dancing ceremony performed by some Native American Indian tribes, asking their spirits or gods to send rain. It is more common among Southwest Native Americans, who live in drier regions. Time Frame * The rain dance normally takes place during the spring planting season and the summer months before crops are harvested. The dance asks the gods or spirits to send the appropriate amount of rain at the correct time to assure a plentiful crop. Geography * Some Native American Indians of the Southwest include the rain dance as part of their religious ritual. Rain dances can be found in other cultures in different parts of the world, such as in ancient Egypt, 20th century Romania and in Slavic countries. History * Stories of the origins of ceremonial dances have been passed from generation to generation orally. When the Native Americans were relocated in the 19th century, the United States government banned certain tribal ceremonial dances. In some regions tribal members would tell federal representatives that they were performing a â€Å"rain dance† rather than disclosing the fact they were actually performing one of the banned ceremonies. Features. * One thing that makes rain dances unique from some other ceremonial dances is that both men and women participate in the ceremony. Rain dances vary from tribe to tribe, each with their unique rituals and ceremony. Large headdresses are often worn, along with specific ritual dress and accessories. Dance steps usually involve moving in a zigzag pattern as opposed to other ceremonial dances that involve standing in a circle. Identification * Native Americans have many different types of ceremonial dances, which may vary from tribe to tribe, depending on their particular religious and spiritual beliefs and needs. The rain dance is perhaps one the most stereotypical Native American ceremonial dance depicted by Hollywood. Many Native American people continue to honor their ceremonial dances. Some Native Americans on reservations perform this ritual daily. Each year on August 19th, the Pueblo Zuni people in New Mexico hold their rain dance ceremony. Both the men and women take part in the ceremony, each wearing masks. The men perform the ceremony with a nude torso, adorned with paint and a necklace of beads. A fox skin is attached to the back of the waistline of the embroidered apron they wear. Leather or silver bracelets are worn. Their legs are bare and they wear moccasins. Women performing the dance are fully covered, with only bare feet. Shawls cover their dress and hands. * Form two lines parallel to each other and about four feet apart. Men stand in one line; women in the other. * Step forward with your left foot. * Raise your right foot while moving forward and bring that foot to the floor. The men can stomp more vigorously than the women. * Continue to step forward in this way–left foot, right foot higher, stomp to floor. Unlike other Native American dances performed in a circle, rain dancers move in a square pattern around the sides of the room or area in which they’re dancing. * During one measure of the song, and while moving forward, face to the right. During the next measure, face to the left. A zigzagging pattern is formed as you continue on in this manner * Between measures, dancers can stop and twirl in imitation of the wind, which is showing the promise of rain. The women may chant or sing the song that’s playing, and the men can yelp with the beat.

Consumer Behaviour Essay

Executive Summary In this consumer behavior assignment, I used report formal. Besides that, the product that has given me the highest satisfaction when I purchased is Sony Xperia S, and I had to decide and choose Sony Xperia S this product for my consumer behavior assignment. In this consumer behavior assignment, I have introduced the product history, product background, criterias or features of product and the consumer behavior theory that relevant to my purchasing. Meanwhile, I have provided some picture of Sony Xperia S to make my explanation more distinct. Introduction of Sony Xperia S and consumer behavior theory related with Sony Xperia S and me. 1.0 Sony Ericsson’s History Sony Ericsson was established by two companies, which are Sony Corporation and Ericsson, founded in 2001 (Telford, 2008). Lars Magnus Ericsson is the creator and the director of the Ericsson Company, and he is the first person who mended telegraph equipment and opens telegraph repair workshop in Sweden, founded in 1876. After two year, he started worked with his employee to design and manufactured out the first telegraph called â€Å"electrical speech machine’’ in Ericsson Company (Nilsson, 2001). Following figure 1.1 shows the electrical speech machine. Figure 1.1 Japan country is the first created Sony product. Formerly, all Sony products are under by Tokyo Telecommunications Engineering Company. In 1958, the name of company was officially changed to Sony Corporation and established in Nihonbashi. In 1968, Sony product was a famous technology product in global technology market. Meanwhile, Sony Corporation succeeded as one of the best consumer electronic brands in the world. In 2001 October, Sony Corporation and Ericsson agreed to cooperate and create a Sony Ericsson brand phone, meanwhile Sony Ericsson Mobile Communications AB was established from 2001 until present. Sony Ericsson C1002S is the first phone released from Sony Ericsson Mobile Communications AB. Following figure 1.2 shows the Sony Ericsson C1002S. Figure 1.2 Beside that, Sony Ericsson Mobile Communications AB vision statement is to become the communication entertainment brand and mission statement is to provide quality end to end communication services to small and medium sized corporate business (coolpatil, 2010). 2.0 Sony Xperia S Background In this era, smartphone is a very popular electronic phone for all people, such as Iphone, Sony Xperia, Samsung galaxy, HTC and so on. Besides that, Sony Ericsson Mobile Communications AB was released and created many different model, different design, and different specifications of phone. For example, the first generation Sony Ericsson mobile phone was keypad phone. Next, in second generation, Sony Ericsson Mobile Communications AB used Walkman and Cybershot camera combine it together with Sony Ericsson phone and released to consumers. The second generation mobile phone is to attract consumers, who likes to take photo and likes listen music or song. Furthermore, in third generation, Sony Ericsson Mobile Communications AB released and manufactured smartphone to consumer like Sony Xperia S. As a result, we can see Sony Ericsson Mobile Communications AB was created every new phone depend on future generation. 3.0 Nature of Sony Xperia S The product I choose for this assignment is Sony Xperia S. In 5 March 2012, Sony Xperia S was emerging to all country (McCann, 2012). Sony Xperia S is an Android Gingerbread device, which is upgradable to Android ICS. Sony Xperia S just one simple squares, curves, and vogue look external design. Meanwhile, Sony Xperia S possesses the transparent strip below the display and display screen of the phone is 4.3-inch with Sony’s Bravia HD technology wide and it has a resolution of 720 x 1280 pixels and measurement was 128 x 64 x 10.6mm. The weight of Sony Xperia S is 144grams and it is only 10.6mm thickness. Furthermore, Sony Xperia S just available two colours, that is black and white (Diangson, 2012 ). Following figure 3.1 shows the introduction of Sony Xperia S. Figure 3.1 After that, figure 3.2 shows Sony Xperia S having a 3.5mm headphone jack and unlock buttons or power on the top. Besides that, figure 3.3 shows on the right side having a volume buttons, a dedicated camera button, a HDMI out socket (the cable came in our box) and figure 3.4 shows flap-covered Micro USB on the left side (Savov, 2012). In figure 3.5 shows the front of the phone possesses the front facing 1.3megapixel camera. Moreover, figure 3.6 shows the rear cover possess camera 12-megapixel lens, LED flash light, secondary mic, loudspeaker and at the bottom of the phone are present Sony Ericsson logo (Lavelle, 2012). Figure 3.2 Figure 3.3 Figure 3.4 Figure 3.5 Figure 3.6 4.0 The criterias or features of Sony Xperia S The criteria or features of Sony Xperia S that I felt most satisfying are Sony Xperia S’s specification because there are many different types of specification available and inside Sony Xperia S. Which are, PlayStation Certified, high-definition display, HD Video playback, great camera capture, and android application system (Warman, 2012). In this era, I believe most teenage (especially male), prefer to play video game with their computer, phone and game consoles. Besides that, Sony Ericsson Mobile Communications AB used and applies PlayStation Certified and install into Sony Xperia S (Bell, 2012). The role of PlayStation Certified inside the Sony Xperia S is showing out the fantastic HD game display and able to connect to television and enjoy a wide range of games on the big screen. Meanwhile, PlayStation certified also able to receive 3D games and high graphic game like Need for Speed Shift by EA (Bell, 2012). Moreover, PlayStation Certified inside the Sony Xperia S are being a lot of convenient to me, because I can save more money to buy Play Station 2 or Play Station 3 and CD game. Besides that, I can free download some of game via internet. Following figure 4.1 shows the Sony Xperia S possesses PlayStation Certified. Figure 4.1 Besides that, I believe many of consumers same as me prefer high-definition display on their own mobile phone. Meanwhile, Sony Xperia S possesses 342 pixels per inch and 4.3†³ screen with Mobile BRAVIA Engine to present out the performance of extremely sharp images and HD screen (Savov, 2012). Mobile BRAVIA Engine also able to present out more than 16 million colors, in order to the video games, picture or images and video display present more clearly with high performance detail. This Mobile BRAVIA Engine is to fulfill consumers, who like to seek for ultimate visual crispness (Savov, 2012). Meanwhile, I feel that, Sony Xperia S’s screen is clearly than Iphone and Samsung galaxy’s screen. Following figure 4.2 shows the screen performance of Mobile BRAVIA Engine. Figure 4.2 Furthermore, I am most satisfying in Sony Xperia S HD Video playback, because I like recording video with clear graphics in the celebration of birthday with friends and family or other interesting of event (Lavelle, 2012). When I playback any of the video, it is able to play in HD videos and streaming, because Sony Xperia S possesses HD video recording and can be done at 1080p and 30 fps. Besides that, Sony Xperia S having a great HD Video playback means having a great deep impression for me (Lavelle, 2012). Following figure 4.3 shows the performance of HD Video playback. Figure 4.3 Besides that, I also prefer to use Sony Xperia S to capture any picture and scenery, because Sony Xperia S camera features an impressive 12 MP camera that can take pictures with HD clarity (Lavelle, 2012). After pictures is taken, Sony Xperia S able to improve the image quality. Sony Xperia S also possesses ready to shoot in short order, it mean that, Sony Xperia S able to take 2 or 3 picture in one second (Warman, 2012). Furthermore, I were pleasantly surprised during under bright conditions, Sony Xperia S’s Exmor R sensor will automatically focus in bright conditions to capture out a picture still in great clarity (Diangson, 2012 ). Refer to figure 4.4 Sony Xperia S’s camera also possesses special features like a self timer, autofocus, scene recognition and 3D sweep panorama to view picture on the multi-angle 3D display (Savov, 2012). Following figure 4.5shows the performance of capture image. When I compare Sony Xperia S and Iphone, I feel that Iphone are possess seldom features. For example, Iphone not provide landscape mode, night scene mode, and beach or snow mode. Figure 4.4 Figure 4.5 Lastly, I also like android application system in Sony Xperia S, because it’s convenient to me download any apps like games, entertainment, news, music, media and video via android. Besides that, most apps are free download like angry bird, temple run and draw something. Moreover, all the android apps are easy to download, high speed, convenient and download according to your tastes (Diangson, 2012 ). Furthermore, it helps me done the work early, save time, and many of apps to fulfill me. Following figure 4.6 shows the Sony Xperia S using android application system. Figure 4.6 5.0 Consumer behavior theory that relevant to my purchasing The first theory was influence me with Sony Xperia S is opinion leadership. The definition of opinion leadership is a one person influence and persuades the buying behavior of others. After that, I felt the celebrities or spokespeople influence and persuade me to purchasing Sony Xperia S is Daniel Craig, who is the character of James Bond in 007 movie and Skyfall movie. Opinion leadership theory that linked to me is high esteem by those that accept Daniel Craig opinions. High esteem will give me a boost of strong confidence, because Daniel Craig in character of James Bond is a strong man and smart. Daniel Craig is a main Sony’s consumer innovator. Following figure 5.1 shows the Daniel Craig represent Sony smartphone. Figure 5.1 The second theory I was learn is learning theory. Learning theory is a model of psychology that explains human learning about purchase product or service, gain wisdom and experience for future use. I felt my mind just only focus on Sony Xperia S, because I believe everybody same as me know Sony products is reliable and famous brand in global’s electronic product. The learning theory that linked to me is knowledge. Knowledge will improve my wisdom. Besides that, that, more Sony’s product advancement, more knowledge and experience I received. Following figure 5.2 shows the famous brand name Sony. Figure 5.2 The third theory was involving Sony Xperia S and me is perception. The definition of perception is the process of acquiring, selecting, interpreting and organizing sensory information. I felt all Sony products like Sony Xperia S was attracted me to purchase, when I watched Sony Xperia S advertisement. Perception theory that linked to me is sensation. A good Sony Xperia S advertisement, influence me to buy and try Sony Xperia S. Furthermore, information inputs also involve in my sensation. For example, sight, hearing and touch. When I sight on Sony Xperia S advertisement and I felt that, Sony Xperia S is a new product. Moreover, when I hear introduction of Sony Xperia S and I felt that, Sony Xperia S is a good specification smartphone. Lastly, when I go to Sony shop and I try to touch Sony Xperia S and I felt that, Sony Xperia S is a high quality smartphone. Following figure 5.3 shows Sony Xperia S’s advertisement poster. Figure 5.3 The fourth theory was involving Sony Xperia S and me is personality. Personality is a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situation. I felt my personality is just only like Sony product, because I’m also a Sony’s fans. Personality theory that linked to me is self-concept. Self – concept give me a boost of decision making, because I will follow my personality to make a decision. For example, I see most of my friend like to use Iphone, but I want to different with them, so I decide to choose Sony Xperia S. Besides that, I like android application system more than apple store application system. Following figure 5.4 shows android application system available in Sony Xperia S. Figure 5.4 The last theory was involving Sony Xperia S and me is reference group. The definition of reference group is individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Reference group theory that linked to me is families and friends. Families are a one group influences me to choose Sony Xperia S, because my father and mother also like to use Sony’s product. For example, my mother always buys Sony’s music speaker and my father like to use Sony’s laptop. Besides that, friends also influence me, because most of my friends like to purchase Sony walkman, Sony camera, and Sony laptop. When having this reference group, I prefer to follow brands that my families and friends choose. Conclusion In conclusion, Sony Xperia S is a great smartphone for us, because Sony Xperia S provides a lot of convenience to us. For example, improve our standard of living, save time, and solve a lot of problem. Besides that, several different type of consumer behavior theory related Sony Xperia S and me. Each type of consumer behavior theory will explain and describe the definition. Meanwhile, consumer behavior is related with our human life, and human’s perception. Moreover, different people have a different type of personal behavior.