Factors affecting customer perception of Nestle in Pakistan

Factors affecting customer perception of Nestle in Pakistan Research Paradigm: My research is qualitative as well as quantitative. The major portion of the research is qualitative as most of the data is non-numeric, used in theory building, having small sample size and the results are not generalized. The assessment of income levels are covered under quantitative paradigm. Basic information is qualitative in nature but I have operationalised all the variables to measure them quantitatively. I have measured the scores using nominal and ordinal scales. E.g. for measuring the scores of customer perception i have used the Likert scale where score ranges from 1, indicating strongly disagree , to 5, very strongly agree. Therefore in mine research both approaches are moving side by side. My research is deductive as i have stated the problem statement initially and then have broken down the statement into parts research questions. i selected the sample size of 18 and have made a sampling framework and questionnaire, collected the data and analyzed it using SPSS and qualitative methods and have made conclusions. It is interpretive research as i have taken samples data and then interpret it according to peoples thinking, knowledge and preferences, this suggest more flexible approach to data collection. The research is non-experimental as i did not focus on the control or focus group. i have conducted the research for existing group i.e. Social Economic Classes. The survey is conducted in natural setting the sampling technique is the non probability sampling technique , and i have used convenience and quota sampling for this purpose ( see figure 1) The research is mixture of descriptive and exploratory research as it describes the factors affecting customer perception and exploratory as measures the magnitude and direction of relations between variables. The Research Objective This research is significant for Nestle as they can judge the perception of their customers and to judge how customer respond when company launches new variant, nestle can use it for analyzing the acceptability of iron added milk. It can also analyze the product life cycle stages and can make defensive strategies to maintain its position as a market leader like nestle this study is useful for any packaged milk company as it can use it for competitor analysis. Furthermore, any company who want to launch iron added milk in the market can use it for checking customer response and perception of customers. i will analyze the factors that make up customers perception; companies can work on those factors to make their products differentiated from the market. Data Preparation, Reduction and transformation: The purpose of this study is to analyze the factors that affect customer perception leading towards purchase decision about Nestle Milkpak with Iron. We extracted some factors from literature review and used those factors in building questionnaire. The extracted factors are customer knowledge, quality, availability, price, promotion, packaging and positioning. These factors lead to customer perception which ultimately leads to the purchase decision of Milkpak with Iron. Each factor is used in multiple questions in order to extract result from different dimensions. For instance, customer perception is operationalised through questions 9 and 14 of the questionnaire. (See questionnaire in Appendix) Coneceptual Framework Detailed Framework Customer Perception Customer Sophistication Customer Knowledge Importance of Iron for body Milkpak Iron Brand Image Quality Packaging Purchase Decision Milk Benefits Promotion The independent variables are; Promotion, Packaging, Quality, Brand, Importance of Iron for body, Customer Sophistication, Benefits, Milk, Customer Knowledge, Milkpak. These variables can affect the level of intensity in the dependent variable Perception which ultimately leads towards another dependent variable i.e. Purchase Decision. The above variables are operationalized through questionnaire using different scales. The summary of operationalization is given below: Factors Question Numbers Operationalization Tools (Scales) Functionality Q14 Ordinal scale Price Q10 Ordinal scale Packaging Q11 Ordinal Scale Availability Q13 Ordinal Scale Benefits Q9 Ordinal Scale Brand recall Q4, Q5,Q6 Nominal Scale Milk and Milkpak usage Q2, Q3,Q7,Q8 Nominal Scale Purchase Q1, Q13 Nominal Scale For data collection i have approached members from three SECs (Socio-Economic Classes) who use milkpak with iron. i divided my samples in two age groups the young one between age of 16 to 30 and the aged group ranging from 30 to 45. The rationale behind selection of these two groups is their influence on Purchase decision. i approached individuals using milkpak with iron. The questionnaire i prepared contained the nominal and ordinal scales. Initial questions of questionnaire are about the usage, purchase pattern and brand recall. The scale used for this purpose is the nominal scale. The last consists of the question which is measured by Ordinal Scale. Analysis: i have made descriptive stats for analysis in the beginning .In the initial questions i have calculated the central tendency and frequencies to find how Milkpak with iron is positioned as well as to find purchase intention and retention level of its users. For the second half of our report i have used inferential statistics. i have stated our null and alternative hypothesis. Then i checked the level of significance and found the correlation between customer perception and individual factors which make up customer perception. (See our data sheet in annexure) Descriptive Statistics: My first question in survey is about the retail outlet. The rationale for including this question is that i can analyze from which SEC (A, B or C) and age group, the customer belongs. It can help companies to give better understanding from where the target market shops. Companies can apply better promotional techniques on those outlets to have a competitive edge. From the data given below i observed that my target market purchase milk from departmental and general stores. Purchase Frequency Percent Valid Percent Cumulative Percent Valid Departmental Store 5 27.8 27.8 27.8 Super Market 3 16.7 16.7 44.4 General Store 5 27.8 27.8 72.2 Retail Store 1 5.6 5.6 77.8 Pharmacy 4 22.2 22.2 100.0 Total 18 100.0 100.0 Second and third question is about the average consumption of packaged milk and Milkpak consumption. These questions help the company to make distribution strategies according to the demand of SKUs Statistics consumption Consumption Of Milkpak N Valid 18 18 Missing 0 0 Mean 3.6111 2.6667 Consumption of Packaged Milk Frequency Percent Valid Percent Cumulative Percent Valid 1 Liter 4 22.2 22.2 22.2 1.5 Liter 3 16.7 16.7 38.9 2 Liters 7 38.9 38.9 77.8 Any other 4 22.2 22.2 100.0 Total 18 100.0 100.0 Consumption of Milkpak Frequency Percent Valid Percent Cumulative Percent Valid 1/2 Liters 5 27.8 27.8 27.8 1 Liter 6 33.3 33.3 61.1 2 Liters 4 22.2 22.2 83.3 Any other 3 16.7 16.7 100.0 Total 18 100.0 100.0 From the above data i concluded that the average consumption of packaged milk is 3.6 and average consumption of Milkpak with iron is 2.66. Demand for packaged milk SKU is more for 2Liters pack and demand for 1Liter Milkpak pack is more than other SKUs. Question number 4, 5 and 6 are designed to test brand recall and evaluation of advertising campaigns of MilkPak with Iron compared to other brands. Question number 4 evaluates the likability of Ads of milkpak as compared to other brands, fifth question evaluates the add frequency and question number 6 evaluates brand recall. Likability of Ads: Frequency Percent Valid Percent Cumulative Percent Valid Olpers 11 61.1 61.1 61.1 Good Milk 1 5.6 5.6 66.7 Nestle Milkpak With iron 5 27.8 27.8 94.4 Any Other 1 5.6 5.6 100.0 Total 18 100.0 100.0 Frequency of Ads Frequency Percent Valid Percent Cumulative Percent Valid Hala 1 5.6 5.6 5.6 Haleeb 1 5.6 5.6 11.1 Olpers 10 55.6 55.6 66.7 Good Milk 1 5.6 5.6 72.2 Nestle Milkpak With iron 4 22.2 22.2 94.4 Any Other 1 5.6 5.6 100.0 Total 18 100.0 100.0 Brand Recall Frequency Percent Valid Percent Cumulative Percent Valid Today 1 5.6 5.6 5.6 Within Last 7 Days 9 50.0 50.0 55.6 Within this Month 4 22.2 22.2 77.8 More than a month Ago 4 22.2 22.2 100.0 Total 18 100.0 100.0 From the above data i have analyzed that the likeability, Recall and Ad frequency of Nestle milkpak with iron is less than Olpers which is the direct competitor of Milkpak, but is more than other brands in the market. According to the table of brand Recall more than 50% of the respondents have seen the ad in the week the response is taken. Question 7 and 8 measure the usage of Milkpak compared to other brands. Question number 8 is more specific it measures the how many people use milkpak for other uses like for making desserts more than other brands Usage of MilkPak as compared to other brands Frequency Percent Valid Percent Cumulative Percent Valid Olpers 7 38.9 38.9 38.9 Good Milk 1 5.6 5.6 44.4 Nestle Milkpak With iron 8 44.4 44.4 88.9 Any Other 2 11.1 11.1 100.0 Total 18 100.0 100.0 Usage of Milkpak for alternative purposes Frequency Percent Valid Percent Cumulative Percent Valid Haleeb 2 11.1 11.1 11.1 Olpers 4 22.2 22.2 33.3 Candia 1 5.6 5.6 38.9 Gourmet 1 5.6 5.6 44.4 Nurpur 1 5.6 5.6 50.0 Nestle Milkpak With iron 7 38.9 38.9 88.9 Any Other 2 11.1 11.1 100.0 Total 18 100.0 100.0 From the data and charts given above i have inferred that people use Milkpak more than other brands either for dessert making or for taking milk. Frequency of Milkpak is more than other brands in both cases. Question 13 is about the purchase intention, recommendation and brand switching. For these questions yes is coded as 1, No as 2, dont know as 3. First table evaluates purchase intention. In this table 77% of the Respondents say that they will repurchase the brand. Second table describes that 72% of the Respondents will refer this brand to others. Third table describes the switching trend if respondents will not find this brand. This is alarming for the company that respondents may switch. Company should strive hard to increase its brand loyalty. Purchase Frequency Percent Valid Percent Cumulative Percent Valid 1 14 77.8 77.8 77.8 2 3 16.7 16.7 94.4 3 1 5.6 5.6 100.0 Total 18 100.0 100.0 Refer Frequency Percent Valid Percent Cumulative Percent Valid 1.00 13 72.2 72.2 72.2 2.00 3 16.7 16.7 88.9 3.00 2 11.1 11.1 100.0 Total 18 100.0 100.0 Switching Frequency Percent Valid Percent Cumulative Percent Valid 1.00 14 77.8 77.8 77.8 2.00 4 22.2 22.2 100.0 Total 18 100.0 100.0 Inferential Statistics: In this part i have found the correlation between customer perception and the factors which make up the customer perception. There are five factors which make up the customer perception which i have included in our research. These factors include functionality, price, promotion, availability and benefits. i have used SPSS for finding correlations. For interpretation two important aspects are magnitude and direction of correlation. Coefficient of correlation is the magnitude of correlation and sign of coefficient of correlation determines the direction of correlation. Method of Correlation and coefficient of correlation: my data is not normally distributed so i will use Kendalls tau-b Correlation coefficients range in value from -1 (a perfect negative relationship) and +1 (a perfect positive relationship). A value of 0 indicates no linear relationship Test of Significance: If the relationship is known in advance i can use one tailed but here i dont know the relation in advance so i will use two tailed Probabilities. Flag significant correlations: Correlation coefficients significant at the 0.05 level are identified with a single asterisk, and those significant at the 0.01 level are identified with two asterisks. The data sheet is given below. In this sheet i have included customer perception and factors affecting customer perception. Hypothesis Statement 1: H0 (Null Hypothesis): There is no relationship between customer perception and functionality. H1 (Alternative Hypothesis): There is a relationship between Customer Perception and Functionality. Nonparametric Correlations Functionality and perception: Functionality Perception Kendalls tau_b Functionality Correlation Coefficient 1.000 .431(*) Sig. (2-tailed) . .018 N 18 18 Perception Correlation Coefficient .431(*) 1.000 Sig. (2-tailed) .018 . N 18 18 * Correlation is significant at the 0.05 level (2-tailed). Interpretation: Magnitude: The correlation coefficient between functionality and customer perception is 0.431 which is nearly moderate. Direction: The sign with coefficient of correlation is positive which shows there is a direct relation between them which shows, as Functionality increases perception gets strong Significance: The significance level i defined was 0.05 and table shows the significance level of 0.018 which is less than 0.05 so i will reject our null hypothesis and will say that there is a positive relationship between Functionality and Perception. Hypothesis Statement 2: H0 (Null Hypothesis): There is no relationship between Customer Perception and Price. H1 (Alternative Hypothesis): There is relationship between customer perception and price Nonparametric Correlations Price and perception: Perception Price Kendalls tau_b Perception Correlation Coefficient 1.000 .628(**) Sig. (2-tailed) . .000 N 18 18 Price Correlation Coefficient .628(**) 1.000 Sig. (2-tailed) .000 . N 18 18 ** Correlation is significant at the 0.01 level (2-tailed). Interpretation: Magnitude: The correlation coefficient between price and customer perception is 0.628 which is nearly moderate. Direction: The sign with coefficient of correlation is positive which shows there is a direct relation between them. As price increases people perceive, its quality is getting better. Significance: The significance level i defined was 0.01 and table shows the significance level of 0.00 which is less than 0.01 so i will reject my null hypothesis and will say that there is a positive correlation between Price and Perception. Price of Milkpak plays important role in its perception and positioning. Hypothesis Statement 3: H0 (Null Hypothesis): There is no a relationship between Customer Perception and Promotion. H1 (Alternative Hypothesis): There is a relationship between customer perception and promotion. Nonparametric Correlations Promotion and perception: Perception Promotion Kendalls tau_b Perception Correlation Coefficient 1.000 .415(*) Sig. (2-tailed) . .026 N 18 18 Promotion Correlation Coefficient .415(*) 1.000 Sig. (2-tailed) .026 . N 18 18 * Correlation is significant at the 0.05 level (2-tailed). Interpretation: Magnitude: The correlation coefficient between promotion and customer perception is 0.415 which is nearly moderate. Direction: The sign with coefficient of correlation is positive which shows there is a direct relation between them. As promotion increases perception of people get better. Significance: The significance level i defined was 0.05 and table shows the significance level of 0.026 which is less than 0.05 so i will reject our null hypothesis and will say that there is a positive correlation between Promotion and Perception. Hypothesis Statement 4: H0 (Null Hypothesis): There is no relationship between Customer Perception and availability. H1 (Alternative Hypothesis): There is a relationship between customer perception and availability. Nonparametric Correlations Availability and perception: Perception Availability Perception Kendalls tau_b Correlation 1 .572(*) .013 N 18 18 Availibility Kendalls tau_b Correlation .572(*) 1 Sig. (2-tailed) .013 N 18 18 * Correlation is significant at the 0.05 level (2-tailed). Interpretation: Magnitude: The correlation coefficient between availability and customer perception is 0.572 which is nearly moderate. Direction: The sign with coefficient of correlation is positive which shows there is a direct relation between them. People perceive it as a good brand if its available in their locality or they find it on the stores from where they shop Significance: The significance level i defined was 0.05 and table shows the significance level of 0.013 which is less than 0.05 so i will reject my null hypothesis and will say that there is a positive correlation between availability and Perception. Hypothesis Statement 5: H0 (Null Hypothesis): There is no relationship between customer perception and Benefits. H1 (Alternative Hypothesis): There is a relationship between customer perception and benifits. Nonparametric Correlations Benefits and perception: Perception Benefits Kendalls tau_b Perception Correlation Coefficient 1.000 .669(**) Sig. (2-tailed) . .000 N 18 18 Benefits Correlation Coefficient .669(**) 1.000 Sig. (2-tailed) .000 . N 18 18 ** Correlation is significant at the 0.01 level (2-tailed). Interpretation: Magnitude: The correlation coefficient between benefits and customer perception is 0.669 which is nearly moderate. Direction: The sign with coefficient of correlation is positive which shows there is a direct relation between them. As there are more benefits people perceive it as a better product. Significance: The significance level i defined was 0.01 and table shows the significance level of 0.00 which is less than 0.01 so i will reject our null hypothesis and will say that there is a positive correlation between Benefits and Perception. Findings This research is significant for Nestle as they can judge the perception of their customers. Data analysis has given outputs for the factors that were extracted from literature review and then measured through questionnaires. Following results are inferred from the data analysis: Mostly purchases are made from the departmental and general store. Mostly selling SKU of Milkpak is 1 liter while the average consumption of milk per day is 2 liters for most of the respondents. Most of the people like Olpers ad while Milkpaks ad likeability is at 2nd rank. The people, who are not a regular user of Milkpak, prefer Milkpak for desserts. The most important factor among all the independent factors that effect customer perception is Milkpak Benefits. Most of the respondents say that they will repurchase the brand. Most of the respondents say that they will refer this brand further to others. Most of the people are likely to switch in case of Milkpak unavailability. Explanation and Reflection The findings are based upon the following extracted facts: Most of the respondents buy Milkpak from departmental and general store which reflects that Nestle must give special attention to the availability of Milkpak in such stores. The mean usage of milk is 3.6 in which the consumption of Milkpak is 2.6. The average use of milk per day is 2 liters in which 1 liter is of Milkpak. The usage behaviour of Milkpak is 44.4% with frequency 8 as compared to Olpers (38.9% and 7 respectively). Milkpaks ad likeability is 27.8% with frequency of 5 (among respondents) as compared to Olpers likeability and frequency i.e. 61.1 and 11 respectively. The advertisement ratio of Milkpak is 22.2% with frequency 4 as compared to Olpers i.e. 55.6% and 10 respectively. Olpers, stepped into the market by launching a massive campaign featuring some of the biggest stars in Pakistan. Billboards went up at key locations in the major cities, and soon the brand had become a voice above the media clutter-a voice that differentiated Olpers brand from the others. This heavy media campaigning has led Olpers to position it strongly in the minds of customers and to grab market share within few years and is now the biggest competitors of Milkpak. Milkpak must take this position and promotion factor into account in order to retain its customers. 77% of the Respondents say that they will repurchase the brand which shows customer satisfaction and trust towards Milkpak. 72% respondents are willing to refer Milkpak to others which shows high recommendation rate and is beneficial for Milkpak. The only alarming statistics in purchase factor is its loyalty measure and intension to switch to other brands. 77% of the respondents are of the view that they will switch to other brand in case of unavailability. This vulnerability shows the lack of customer loyalty towards Milkpak and importance of distribution network for packaged milk brands. This problem can be coped by introducing customer loyality programs and better positioning strategies. Relationship of Factors with Customer Perception The magnitude of our all independent variables i.e. functionality, price, promotion, availability and benifits is 0.431, 0.628, 0.415, 0.572 and 0.669 respectively. The correlation range of all the factors with customer perception is moderate. The maximum magnitude is of benefits (0.669) which shows that the perception is affected through benefits the most. For instance, Milkpaks taste, purity, density and nutrition are the factors which the respondents prefer when they have to make decision about Milk and the data shows that most of the respondents are of the opinion that Milkpak provide all of these factors. The minimum magnitude is of promotion (0.415) which shows that Milkpaks advertisement is not that creative. They have to increase their promotional budget in order to position themselves more strongly as compared to the other brands. For instance, Olpers spend a lot on Below the Line (BTL) promotional activities for example, activities like reaching out to the different locations in various cities and having the housewives participate in learning and showcasing milk-based recipes which intends to create and maintain loyalty amongst the brands users. Milkpak must also adopt such promotional activites instead of traditional TV campaigning in order to increase the customer perception and loyalty regarding Nestle Milkpak brand. Limitations and Mistakes Following are the limitations of my report. Time Span People are reluctant to respond Access to data Cost (Paid Articles) Generalizability Lack of Expertise As it is a pilot study and I am not expert, i did not have idea that how i will relate the proposal with the original findings, i found number of lacking in my proposal, so to make it perfect, i had to make some changes in our research questions, conceptual framework and hypothesis as well and finally with come up with this report.

Nathaniel Hawthorne-Gothic Elements

Nathaniel Hawthorne uses ‘gothic’ elements in his stories a great deal. The story it stuck out to me the most in was Young Goodman Brown. The main things in the story that made the gothic elements stick out to me are some of the settings, and characters, and events that happen within the story. This whole story is crawling with gothic elements, some very obvious and others not so much. The story starts of in the late 16th early 17th century in Salem Massachusetts. This is the time during the Salem witch trials. This was probably, not the best time to be in Salem if I had to guess.The story starts of sunny, not so gloomy but suddenly gets that way as soon as Goodman Brown leaves his wife Faith on his errand in the woods. Anything at dusk will have that gloomy eerie filling, but woods have that little something extra that makes them extra eerie. â€Å"He had taken a dreary road, darkened by all the gloomiest trees of the forest, which barely stood aside to let the narrow path creep through, and closed immediately. † (Perkins 449) The imagery that pops up in your head when you read this is not the only thing I get out of this sentence a little creepy.The word usage is what really gets me. Hawthorne’s use of words was just amazing. The way he made you feel, you could tell it was not anywhere you would want to be. The words dreary, gloomiest and creep just gives you the chills. Once Goodman Brown is in the woods the setting only gets more gloomy and dreary. Another really strange scene is when Goodman Brown can see the bright sky, and then all of a sudden a big black cloud forms right over Brown’s head. Everywhere else he could see the â€Å"Blue Sky† (Prekins 453) except over him. Is that not creepy or what?The book calls the dark cloud a â€Å"black mass of cloud. † (Perkins 453) This is when all the dark things happen. Some of the characters in Young Goodman Brown that have a gothic since to them are very obvious. T he Devil is an example of one that to me was a little tricky at first. This part of the story threw me. It took me reading it for the second time to actually figure out that was the devil was the gentleman that Goodman met in the woods the whole time. After sitting back and actually thinking about it, it’s quite obvious that this man is in fact the devil.The strange thing that I found about the devil is he was about the same age as Goodman Brown and favored him â€Å"in expression more than features. † (Perkins 449) So he was not at all what you think the devil would appear like. The one thing that did make since that was dark about the man, was his walking stick. â€Å"His staff, which bore the likeness of a great black snake, so curiously wrought that it might almost be seen to twist and wriggle itself like a live serpent. † (Perkins 449) This was the dark thing that should have warned Goodman about the man.Goodman Brown is another one that is a little off. Th ough you do not see it in the beginning of the story, you do more toward the end. Goodman seems like a god Christian fellow, especially when he says, â€Å"With heaven above and Faith below, I will yet stand firm against the devil. † (Perkins 453) This is when the cloud talked about earlier appears and Goodman soon after loses his faith. One thing that caught my eye about Goodman Brown and why I thought he was somewhat corrupted is when he goes up to the altar. He tries fighting it the whole time, but eventually gives in.The elements in the story Young Goodman Brown that has the gothic feel to them are somewhat obvious, and the reason why he uses these elements. The reason Hawthorne uses Gothicism is to show that there can be evil in everyone. The devil can show up anywhere. Goodman Brown found this out the hard way, he also found out sometimes you truly do not know someone. Some people can surprise you, and not be who you think they are. This is the biggest thing I got out o f this story. Works Cited Perkins, George and Barbara. The American Tradition in Literature. New York, New York: mcGraw-Hill, 2009.

Targeted Advertisement

Targeted advertisement through data mining and privacy issue. Introduction A computer user sits in front of a screen and starts browsing their favourite website while their child similarly does the same. While this peaceful pastime activity is being enjoyed, however, they are unaware of the hidden pathways through which every detail about them is being disclosed. Because of these pathways, there are people that can get hold of the users’ names, phone numbers, IP addresses of the computers and their households.They have access to information about any users’ income, medical history, gender and age, not to mention what they searched on search-engines and which websites the users visited. They can even learn which online shopping purchases were performed by the users on any recent website. They, who know every detail of users, are not the Big Brothers of â€Å"1984† nor are they hackers; they are online advertisers who deliver advertisement on the Internet. The comp uter user is vulnerable to online advertising companies that value that specific personal data.The focus of this paper is to convince advertising companies that they should enforce regulation by providing an opt-out mechanism and practice permission based data mining in order to protect consumer’s privacy. Moreover, notifying and protecting users before distributing and taking advantage of their personal information is significant to company’s accountability and furthermore allow establishing a long term relationship with customers. I will explore the issue from consumer and also an advertiser’s perspective. As a design student who has been designed companies’ logos, it is significant to gain valuable insight from this topic.By gaining the necessary information in this issue, I can navigate the internet in a more safe and secure manner as a consumer. Background of Data Mining Online advertising is a growing industry that is based upon the traffic from onl ine views. â€Å"Fifty-six of the top hundred websites based on page views in February 2008 presented advertising† (Evan, 2009, p37). For every activity a consumer performs on the internet such as making a purchase, visiting a website or searching on search engines is collected (Charters, 2002).This information is processed and stored automatically through data mining practices and becomes a significant source of revenue for online advertisers without the granted permission or any notification to the customer. Data mining is an â€Å"overall process of preparing data, discovering patterns in data, and analyzing that data into useful knowledge† (Tavani, 1999, p137). According to Murphy, â€Å"the right to privacy involves the ability of individuals to decide for themselves, how much they are willing to share about their lives, thoughts, and feelings† (Murphy et al. , 2009).As personal and behavioural data are collected, stored and sold for more effective advertis ement, â€Å"loss of control† and â€Å"loss of identity† become issues (Drumwright et al. , 2009). Moreover, all the information we expect to be remained confidential, such as health insurance numbers and medical records, also become commodities for sale. Internet users have been paying for the â€Å"free† online services with their private and personal information (Goldfarb et al. , 2011). Effects of Data Mining Firstly, data mining is based on the Internet and affects the uninformed users by the loss of control over their personal information and right to privacy.Individuals are unaware that the data about them are collected and that they â€Å"have no say in how the information about them is used† (Tavani, 1999, p141). For example, search-engine providers summarize and store the entire search history categorically that â€Å"enables them to identify the individual IP address† (Evans, 2008, p55). While there is no warning to the consumers prior to collection and storage of their data, users are unaware of the fact that data mining is being conducted every time they click something on the websites.Although, Google has reduced the storing data period from two years to nine months (BBC News, 2008), the sale of data collection to online advertisers is still in progress. The transaction of information causes the loss of control over their right to privacy. Moreover, advertisers have an access to the â€Å"cookies†, which track the websites visited and every activity an individual does on the internet. Again, this becomes a privacy issue as advertising companies’ access this information without any granted permission. The privacy issue associates with the unawareness of this invisible phenomenon of data mining.Granting more control over their personal information to the users is critical. Thus, the usage of data mining without the consent of the user is an invasion of privacy. The user needs to have more authority over their information and prevent unwanted usage of their personal information. Secondly, data mining is more than just a personal and behavioural analysis. Every time the Internet client provides private information, such as medical records, all the information is being collected and saved (Buchholz & Rosenthal, 2002).The information we expect to remain confidential and anonymous becomes a source of profit to advertisers. There is a difference of scale between revealing one’s favourite color and revealing one’s social insurance number to the advertisers. For example, Google Gmail, which provides 7GB of free space, scans and records the content of emails while displaying targeted advertisements on the side that result from Google’s ability to examine the content of the emails (Evans, 2008). The vast amount of the provided space was not really â€Å"free† and users been paying it with their private information.Revealing personally identifiable data or pri vate information such as social insurance number through these services has potential risk of misuse. Consumers may concern more if they know â€Å"search engine provider is selling the data to another vendor that has figured out a way to associate the user’s IP with other personal information including name, address, and telephone number† (Evans, 2008, p57). Google’s company’s goal is to â€Å"organize the world’s information and make it universally accessible and useful†(Google, 2011).Yet, our information also counts toward world’s information. We should be concerned if these companies with these types of mission statements can protect the users’ privacy; users should not be blindsided to the potential risks of misuse of our private information. Targeted Advertising and Consumer Relationships Regardless of the privacy concern associated with data mining and targeted advertisement, the reason why online advertising is still on the rise and is central to the e-commerce economy is because of its effectiveness on consumers (U.S. Department of Commerce, 2008). Detailed individual data can create more efficient advertisements, compared to traditional newspaper advertisements or old banners on the websites. For example, European Union practices privacy regulation on advertisers. The responses of â€Å"3. 3 million survey takers who had been randomly exposed to 9,596 online display banner advertising campaigns,† reveal that this government restriction reduces the effectiveness of advertising by 65% on average (Figure 1. ) in terms of changing stated purchasing intent (Goldfarb et al. , 2011), Therefore, regulation means a â€Å"trade-off between the benefits of consumer privacy and the benefits to consumers of a potentially broader, less obtrusive advertising-supported Internet† (Goldfarb et al. , 2011, p50). In addition, advertisers argue that â€Å"unauthorized secondary use of data† is f ound to be insignificant and consumers are used to this way of business in terms of traditional forms of advertising (Brown & Muchira, 2004).Although targeted advertising is an effective way to advertise to consumers, reflecting too much knowledge about consumers in their advertisements may offend the users (Evan, 2009). Often, the users may use internet to search or purchase what they do not wish to share or talk about with others. Online advertisements may do what is opposite of this wish. For instance, purchasing a self-help book online to treat depression does not mean you wish to sign up for an advertisement that shows lists of other books about depression.Moreover, since computers are shared online with other users, this purchase may be unintentionally revealed to the public. Advertisers should be advised of the precautions of data mining, which tracks every piece of information about consumers for effective and smart advertisement, could drive potential consumers away instead . Targeted advertisements are only effective if they respect the consumer’s privacy and use their information only when users are aware of the situation and give their permission. The foundation of strong relationships with consumers requires trust of both the website and usage of personal information.Lack of trust leads to privacy concerns and the users unaware what websites are legitimate. Resolving such privacy dilemma is, therefore, crucial to â€Å"creating stable and ultimately profitable customer relationships† (Brown & Muchira, 2004). The major factor that can weaken the relationship is â€Å"invasion† of the privacy (Attaran, 2000). It involves â€Å"contacting consumers who have not requested such contact and is often done repeatedly† (Brown & Muchira, 2004). Also, receiving unwanted junk mail and promotions from advertisers could irritate consumers (Korgaonkar & Wolin, 1999).The result of a survey that Brown and Muchira conducted indicates that consumers who have experienced online invasion of privacy are less likely to purchase products via the Internet. In other words, the ability to handle personal information is significant to advertisers to maintain a strong relationship with consumers. Advertisers should view the protecting privacy as an opportunity to establish long term relationships with consumers. Conclusion Government regulation is practiced in some European countries to resolve the privacy issues in online advertising.Nevertheless, government regulations that may be proposed to protect right to privacy, may end up violating â€Å"the principle of respect for individual† and create another invasion of privacy (Charters, 2002). Instead of government intervention to deal with privacy issue, online advertising companies should enforce regulation by providing opt-out mechanisms, and practice permission based data mining in order to protect consumer’s privacy. Advertising businesses need to store and s ell consumer’s private information with their permission of consent and a notification.Consumers may agree with giving their information about them if they can trust whom they are providing it to. That way, advertisers do not lose the opportunity to provide targeted advertisement to consumers, which is much more effective than providing non-targeted ones. Consumers also will benefit from receiving relevant advertisements against the cost of losing privacy. The balance between advertisers and consumers can be achieved through permission based practice. The computer user sits in front of a computer and starts browsing again.This time, the website asks for permission to collect the user’s information for online marketing and advertising business. The user has the ability to opt-out, and considers that this website is indeed secure. This website creates a transparency between by the Advertising contacts and the consumers. The user is informed, given options, and protected. Figure 1. 1 – Before and after the regulation by EU References Attaran, M. (2000), â€Å"Managing Legal Liability of the Net: a Ten Step Guide for IT Managers†, Information Management and Computer Security, 8(2)2.Brown, M. & Muchira, R. (2004). Investigating the Relationship between Internet Privacy Concerns and Online Purchase Behavior. Journal of Electronic Commerce Research 5(1),62- 71 Buchholz A. , and Rosenthal B. S. (2002), Internet Privacy: Individual Rights and the Common Good. SAM Advanced Management Journal, 67 (Winter), 34–40. Charters, D. (2002). Electronic Monitoring and Privacy Issues in Business-Marketing: The Ethics of the DoubleClick Experience. Journal of Business Ethics, 35 (February), 243– 254. Drumwright, E. M. , Murphy, P. E. , (2009).The current state of advertising ethics: industry and academic perspectives. Journal of Advertising. 38(1), 83-108 Evans, S. D. (2009). The Online Advertising Industry: Economics, Evolution, and Privac y. Journal of Economic Perspectives, 23(3), 37-60. Goldfarb, A. & Tucker C. E. (2011). Privacy regulation and online advertising. Management Science, 57(1). Korgaonkar, P & Wolin, L. (1999), â€Å"A Multivariate Analysis of Web Usage†, Journal of Advertising Research, 39(2), 53-70. Tavani, H. T. (1999) Informational privacy, data mining, and the Internet. Ethics and Information Technology. 1: 137–145.

satire Essay example - 871 Words

Satire nbsp;nbsp;nbsp;nbsp;nbsp;As Charles Dixon walked in his office he was thinking about what other fun things he should do to punish the students at good ole Merced High. As you could see Mr. Dixon is the commander, leader, or just as we call it today, a principal. After the war that happen between the students and the staff there as been a lot more strictness to the school rules. Ever since I left this school its basically been more like a public military school. Your probably wondering why I’m not at Merced High School well, I got kicked out. I was walking with my disc man to my class and all electronics must be off when the bells ring infuriately there happen to be a sniper on the west wing of the campus and has soon as the†¦show more content†¦They shouldn’t take this to their own hands here. We shouldn’t be going to school if we are going to be abused by all the minor crimes we are doing they should be glad we show up to class anyways we do make the sc hool money buy showing up so shouldn’t tardies be out of the picture. nbsp;nbsp;nbsp;nbsp;nbsp;When I showed up to school they had snipers all over me, unbelievable. I showed up to my first class and all the students were seated in there desk. I heard Mr. Dixon put out a new rule out on the tardy policy, that if you weren’t in your seat you were toasted. They still had the snipers up on the roofs but they didn’t only have that they had lasers installed in each class room that would just burn your skin off. nbsp;nbsp;nbsp;nbsp;nbsp;Through out the day I reunited with my old buddies. They were glad to see me back they knew I was going to get my revenge. I didn’t want Dixon running the program here at the Merced High so I was going to do something about itnbsp;nbsp;nbsp;nbsp;nbsp;. I got the boys together and most of our senior class we discuss about what kind of riot should we break out and though about what our consequences we could get by doing this. We all came up with an idea we’re going to all be late to class, you figure that there are only so many snipers that they cant get us all. Our main idea was to blow up the main office, the attendance office, and one big part of the school’s class rooms, by doing that there basicallyShow MoreRelatedSatire : Satire And Satire1498 Words   |  6 Pagesmost likely expresses itself in satire. Satire, as defined by Google is the use of humor, irony, exaggeration, or ridicule to expose and criticize people s stupidity or vic es, particularly in the context of contemporary politics and other topical issues. It seems to be especially prevalent in the current climate of America, from South Park to the Onion one never has to go far to get entertaining commentary on the social or political happenings of the day. Satire is not a new literary device andRead More Satire2542 Words   |  11 Pagesâ€Å"Satire is a sort of glass, wherein beholders do generally discover everybody’s face but their own† (Swift). Such beholders, as Jonathan Swift astutely emphasizes, are intended, through guidance of satiric narrative, to recognize social or political plights. In some satires, as in Swift’s own A Modest Proposal, the use of absurd, blatant exaggeration is intended to capture an indolent audience’s attention regarding the social state of the poor. Yet even in such a direct satire, there exists anotherRead MoreSatire : The Fundamental Function Of Satire1644 Words   |  7 Pagesin particu lar, slapstick comedy. Satire is a technique employed by writers and comedians alike to expose and criticise corruption and shortcomings of an individual or a society by using humour, irony and/or exaggeration. Ultimately, the writer feels obliged to expose these vices to for the betterment of humanity. 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Satire is used to create a comical critical view of the subject at hand, this can range from a light hearted comical way, to a judgemental way, with each style giving the text a different meaning, however this does not mean that satireRead MoreSatire As A Popular Form Of Satire1251 Words   |  6 PagesWhen one types satire in their search bar, the definition found is, â€Å"Satire is defined as the use of the use of humor, irony, exaggeration, or ridicule to expose and criticize people s stupidity or vices, particularly in the context of contemporary politics and other topical issues.† Political satire is a very popular form of satire, it’s used as a way to gain entertainment from politics, a way to voice opinions in a comedic biting style, and to further arguments in a way that others can’t. PoliticalRead More SATIRE ESSAY1116 Words   |  5 PagesSATIRE ESSAY Good evening and welcome to another edition of the BBC satire documentary series. 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In order to fully understand these forms of satire, method, purpose, and applicationsRead MoreSatire Essay1198 Words   |  5 Pagesthese questions? The answer is satire. Satire is a form of criticism that can be used in many ways and in many different situations. Sometimes satire is easy to spot, other times it may be incognito. Satire is commonly found in literary works, movies, cartoons, and even some news casts. The formal definition of satire is the use of humor to expose human follies. (Dictionary.com). Satire is mostly written because a certain issue bothered the author. Through satire, these issues are brought intoRead MoreSatire : The Princess Bride956 Words   |  4 Pagesissues that not related to anything funny at all. Satire, is mostly seen associated with comedies and comedians were they express their selves using irony or a lot of ridicule to show people stupidity. In my thesis essay, I want to show the reader that I have a full concept of what the essay is about while showing how satire is used in the topic I chose. In William Goldman’s novel, a comedy entitled â€Å"The Princess Bride†. There is a lot of satire that is paraphrased in the book. The book focusesRead MoreSatire In Gullivers Travels1455 Words   |  6 Pagesof these elements that writers use is called â€Å"satire.† This element is used to make fun of something that the author disapproves of in a comical but hidden way. Widely considered as one of the greatest satirists to ever live, Jonathan Swift used satire in his works to express his disgust in society and the British Monarchy during the 18th century. One of the greatest satires ever written by Swift was Gulliver’s Travels. In Gulliver’s Travels, satire is evident through Gulliver’s voyage to Lilliput