Biofuel Essay Example | Topics and Well Written Essays - 1000 words

Biofuel - Essay Example Biofuels have existed since the 1970s. Before 2010, every international commercial biofuels plant was either a biodiesel or a first generation ethanol. The United States of America has been termed to be the world’s largest producer of ethanol. Back in 2009, the USA produced approximately 10.5 billion gallons of ethanol using corn. Brazil comes in second producing eight billion gallons of ethanol using sugarcane. It is strange to see that in a world where there is scarcity of food, there is a massive use of water resources and land in growing crops for the production biofuels. According to the United Nations, the up-and-coming biofuels industry may risk the rising of food prices. In line with the UN-Energy report: Sustainable Energy: a Frame Work for Decision Makers, it states that biofuels production has already driven up maize prices between the year 2006 and 2007. The report also states that biofuels possibly would have a dual consequence on food supplies. Alternatively, suc h crops could avert water, land as well as other resources away from the production of food. The report quotes that unless policies are formed and endorsed to guard threatened lands, push bioenergy development in sustainable direction in general and secure communally acceptable land use, the social and environmental damage could in some cases overshadow the benefits. A key argument exists on the scope to which policies of biofuels have contributed to high volatility and agricultural prices levels. A current study meant for the International Centre for Trade and Sustainable Development illustrates that market driven growth of ethanol in United States’ increased corn prices by 21% in 2009,compared to the prices that would prevailing if the production of ethanol had been frozen in 2004. Lester R. Brown stated that by converting the whole grain harvest of the Americans would only generate 16% of its auto fuel wants, energy markets are efficiently positioned in opposition with foo d markets for limited arable land, consequential in a higher food price. A large number of R&D efforts are at present being positioned to the production of 2nd generation biofuels from waste, crop residues and non food crops. Second generation biofuels may possibly merge farming for fuel and food and in addition electricity could be produced simultaneously, this could be beneficial to third world countries as well as the rural areas in the developing countries (Desilva, 4). Strengths Renewability: Biofuels are easy to renew compared to fossil fuels which take relatively long time. This is because new crops are planted and their waste material is gathered. Cost: Biofuels are significantly less expensive compared to gasoline. This is true since increased worldwide demand for oil dwindles oil supplies hence biofuels becoming the only option. Security: Since biofuels

The level of unemployment in United Kindgdom Coursework

The level of unemployment in United Kindgdom - Coursework Example Increased unemployment in a country shows that a country does not use its resources appropriately. It carries momentous social costs in that, unemployed people must habitually depend on benefits for income from other people. Besides, the sense of boredom rejection and failure of being unemployed brings a lot of social consequences to their lives. Recent studies have constantly linked unemployment to deterioration of health and rising suicide and crime rates. The causes of unemployment are diverse and economists differentiate a number of types: structural unemployment is caused by changes in the labor market or the economy. This is the failure of available jobs to fit workforce skills; frictional unemployment is the occurrence of people being amid jobs; cyclical unemployment is caused by the vagaries of cycles in the business; and seasonal jobs are caused by different seasonal jobs e.g. construction and farm work (Bassanini and Duval, 2009). Background The history of UK unemployment i s central to social and economic history of the country. As a result of post war boom, 1950s and some parts of 1960s saw very low rates of unemployment going to as low as three percent. This was far- off much lower compared to other years and this has made a number of hypotheses to be put forward to account for this unique time in the history of labor market. The servicemen who were in the far front had been promised full employment if they won in the Second World War. The government was not prepared to break this pledge. The record quantities of exports and imports went through docks in London when the reconstruction endeavor was in full dangle. The skilled labor was enthusiastically recruited from the countries forming commonwealth to help in building of hospitals, schools and houses in London. Growing prosperity brought a new boldness to young generations in London who was looking to America for models f music and other behaviors. In around 1958, the growing western community of India in Notting Hill was attacked by rampaging youth gangs. This was disaffected infantile delinquents that became a problem to Londoners. The manufacturing companies flourished very much in 1950s especially the ones that were making consumer goods such as radios, televisions and washing machines. The offices in London increased white collar jobs bringing a boom of over 50,000 jobs. By the, the services went up to 51 % of London’s economy while manufacturing accounting for 42 % (UK unemployment, 2011). The office jobs benefited women very much outnumbering men in for the first time ever (Kalachek and Westebbe, 1961). Unemployment in (%) 1950 1.5 1955 1.1 1960 1.6 1965 2.6 1970 4.1 1975 4.5 1980 6.8 1985 6.4 1990 7.1 1995 8.6 2000 5.4 2005 4.9 2009 5.8 2010 8.1 2011 7.9 Source: Kalachek and Westebbe, (1961), Bell D., Blanchflower G. (2008) and Nickel S., Nunziala L. (2005) Technological progress, the achievement of Keynesian economics, steady international trade environment a nd constancy of the Phillip curve (which postulated an affiliation amid high inflation and reduced unemployment) brought a situation of full employment approach. Before this, the preponderance of the women lingered in the category of the people who were economically inactive. The economic prevailing attitude of the detonation years collapsed in late 1960s and early 1970s. The energy crises of 1973 as well as 1979 created stagflation, rising unemployment, and rising inflation. This is something that reckoned impossible using Phillip

Frankenstein and Macbeth Essay Example for Free

Frankenstein and Macbeth Essay The novel Frankenstein by Mary Shelley and the play Macbeth by William Shakespeare, both adhere to the Shakespearean view of tragedy. They contain elements of the supernatural and use literary devices like Nemesis Pathos. We see the passion ambition of characters, ultimately leading to their tragic flaw. But in both cases, not every character is deserving of his/her fate. Frankenstein and Macbeth, both contain elements of the supernatural. In Macbeth there are witches and powers of witchcraft. On the other hand, the story of Frankenstein contains a so-called devil in flesh the Monster. Both Macbeth and Frankenstein are above-average human beings with exceptional qualities. In both cases, the tragic hero is a man of tremendous potential and capability. The Monster created by Frankenstein is totally supernatural. There are also supernatural occurrences in Macbeth, like for instance when King Duncan is murdered. The two stories have a main character, Frankenstein and Macbeth. They both have a hero and a heroine in them. In the story, Macbeth and Frankenstein suffer due to their simple mistake that led to serious consequences. Both the stories arise pity and fear in the audience or readers. Towards the end, we feel a need for these characters to be punished for their crime (Nemesis). The stories end with the death of Frankenstein and Macbeth. The tragedy lies in the fact that their greatness is being wasted. We see passion and ambition tempt an essentially good man to embark on a course of action that sends him on the downward path to destruction. Macbeth and Frankenstein are driven by passion, which ultimately become their tragic flaw. Frankenstein is not a villain. He is a tragic figure who was tempted and who fell. Macbeth on the other hand, is not merely a tyrant.

Lord of the Flies Symbolism Essay

Lord of the Flies Symbolism Essay The conch shell is a shell that means a lot more than just a beautiful white shell. It has great power and it symbolizes civilization and order. The boys on the island look to this conch as holding order in a crumbling society. The boys respect this conch in the beginning and no one can speak unless you are holding the conch. You will see how the conch, positioned high on a pedestal, but in the end, lays among the rocks in fine white dust. As the civilization and order on the island begins to erode, the conch shell looses power and this has a big influence on the boys. When they start to realize the conch is losing power, things will get out of order and jack is beginning to take over. Once Jack takes over, savageness is comes into play. The diminishing of the conchs importance in this story shows the start of the decline of the civilization on this island. When the conch shell is crushed by the boulder roger threw, this symbolizes the true end of civilization and the true start of a truly savage nation. The signal fire is another important symbol in lord of the flies. The fire seems to represent savageness and civilization. It is savage because it burns wildly and it is civilization in the sense that they are trying to get rescued. The fire at first is a symbol of civilization and order and because Ralph is trying to get rescued which symbolizes civilization. When the fire starts to burn out of control and one boy goes missing (the one with the big birthmark on the side of his face) this shows that the fire is becoming savage. The signal fire has many complex layersà ¢Ã¢â€š ¬Ã‚ ¦ kind of like an onion. When the fire burns low or goes out, we begin to realize that the boys have lost the desire to be rescued and have accepted their savage lives on the island. The fire is ironic in a way that at the end of the novel, it finally gets a ship to the island. Instead of it being the signal fire it is the fire of savagery. The forest fire Jacks tribe starts as part of trying to hunt Ralph d own and kill him The evil within the boys has more effect on their existence as they spend more time on the island, isolated from the rest of society that represents the decline and is shown by Piggys specs. Piggys glasses represent civilization, science, and technology while they are trying to get rescued. Piggys glasses make the fire start representing the start of the civilization process, if that is what you want to call it. Without the glasses, they would not have been able to get rescued. They end up fighting over the gasses when the glasses were knocked off piggy and broken. That represents how the glasses have changed and how the civilization is starting to diminish. When jack steals the glasses this shows how savageness is taking over and how jack is taking over. Throughout the book, Piggy represents the civilization and the rules. As Piggy loses his ability to see, the other boys lose their vision of becoming civilized and being rescued. When the story begins, Piggy can see clearly with bot h lenses of his glasses perfectly new and the boys are still civilized. After some time passes, the hunters become more concerned with slaughtering of a pig than with being rescued and returning to civilization. Things are beginning to diminish. This is illustrated in the way that Piggys glasses are becoming more and more broken. It shows how in the beginning piggy could see clearly and things were civilized. Then when his glasses were knocked off, he could not really see and that shows how civilization is declining. When Piggys glasses are stolen, he cannot see at all which shows that civilization has completely disappeared. The beast is a thing that all the boys are afraid of, it is a product of their imagination. However, in reality, it represents the evil that lurks whit in all of us, which is causing life on the island to deteriorate. Piggy begins to say that the beast is just fear and Simon tells them, Maybe, maybe there is a beast what I mean is maybe its only us (p. 89). Jack states that the beast can take shape in any form, which is kind of showing how the beast can take shape in anybody. It is foreshadowing in how the beast will soon come out of the boys and start killing one by one. The beast changes from the beginning because it is seen as a thing but then later on they started to realize that the beast is within all of us. The beast cant be killed because it is in every single one of us. The beast is, literally a man that is not what Simon means when he says that it is only us. He is talking about the beast being the darkness that is inside each and every one of us. If this is true, then, as the Lord of the Flies later says, it is crazy to think that the beast is something you could hunt and kill. If it is inside all of us, not only can we not hunt it, we can never see it, never give it form and never defeat it. When Simon has his scene with the pigs head, the Lord of the Flies says to him, Im the beast. This makes simons other words true; you cannot hunt and kill the beast, because they have already hunted and killed the pig and it is still talking to you. Even later, when Ralph smashes the skull, makes the smile bigger, now six feet across as it lies grinning at the sky. This thing just will not die, and it torments Ralph so much, because it knows all the answers and wont tell. The boys are afraid of the beast, but only Simon realizes that they fear the beast because it exists within each of them. As the boys grow more savage, their belief in the beast grows stronger. By the end of the novel, the boys are leaving it and treating it as a some what god. The boys behavio r is what brings the beast into their lives because they are so savage. The more savagely the boys act, the more real the beast seems to become. Another symbol that is the presented in the middle of the book is the lord of the flies. The lord of the flies is the main theme of the book, hence the title. The lord of the flies is the head of the pig that the boys killed and chopped up. The Lord of the Flies is the bloody, severed sows head that Jack impales on a stake in the forest glade as an offering to the beast. They stuck the head on a stick and left it there for the so-called beast to come eat it. The lord of the flies symbolizes the devil or satan. The actions that the boys did to kill the pig was the last action that truly turned them to savages. That was the most savage thing they could have done. Simon has a discussion with the lord of the flies and it tells him that the beast cannot be killed and it lurks within all of us. This complicated symbol becomes the most important symbol in the novel when Simon confronts the cows head in the forest and it seems to speak to him, telling him that evil lies within every human he art and promising to have some fun with him. (This fun foreshadows Simons death in the next chapter.) In this way, the Lord of the Flies becomes both a physical picture of the beast, a symbol of the power of evil, and a kind of Satan figure who makes the beast come out within each human being. Looking at the book in the sense of the bible, the Lord of the Flies resembles the devil, just as Simon resembles Jesus. The name Lord of the Flies is a translation of the name of the biblical name Beelzebub, which is a powerful demon in hell that is sometimes thought to be the devil. The boys, have truly, been deprived of their innocence. They have witnessed that deep down inside there is a dangerous beast lurking there. The symbols help to show how the innocence is lost and how things have changed in their society. Golding is foreshadowing our lives. Slowly and slowly, we will become more and more uncivilized and the beast will come out and transform our faces and personality. The change in the symbols of the book shows the slow decline of civilization and the gradual increase of the savageness and the beast manifesting from within the boys.

The Dead Fish Society :: Personal Narrative Essays

The Dead Fish Society It was a dark and stormy day. It the first day of class and Bletchley Boys School - a school rich in tradition, and rich in the traditional sense. I will never forget my first year at that school, for I met a teacher who changed my life forever. His name was John Flounder. He taught poetry - a class that was not exactly the most macho class, but one that was required. I sat in the classroom of Poetry 101 wondering what I was doing there. I looked around at the 30 other pimply faced boys who sat wondering the same thing. We were rich, we would be successful, and nobody ever needed poetry while holding a board meeting. I would soon change my mind. He entered the classroom through the front door, whistling a song vaguely familiar - the theme to "The Andy Griffith Show." I would later learn that its real title was "The Fishing Hole." He strolled through the class and out the back door. As we sat in wonder, he popped his head back in and said "Well, come on, then." We followed him out into the hall. "Men, I want to read something to you, " he said. "I gaze upon the still waters, my hair ruffles in the quiet breeze, the worm in my fingers squirms to be free, he does not like the hook. O worm, how many of those like me, didst thou consume before today ? a long dead fisherman perhaps are you ? to help me with my task." Flounder looked up for a moment and then at us. "What does this mean to you men ?" he asked. After a moment of completely blank stares he continued, "the author is trying to give you a message - 'Carpe Piscus.' Do any of you know what that means ?" Ralph Finkel did. Ralph always knew. "It means 'Seize the Fish!'" "Yes! Seize the Fish! It means that life is too short to spend your time in school. Go fishing, my boy! Look at the faces in these pictures, " he said as he pointed to one of the many pictures in the display case. "these are young men just like you. Can you hear them calling out ? They are saying 'Carpe Piscus - Seize the Fish.

Theme of Carl Sagans The Demon-Haunted World :: Sagan Demon-Haunted World Essays

Theme of The Demon-Haunted World Books that promote pseudoscience are often popular and profitable. Much less marketable are those books which promote skepticism (Nickell 106). The underlying theme in the first part of Carl Sagan's book The Demon-Haunted World: Science as a Candle in the Dark is that there can be overwhelming harmful effects if science is not used as a way to observe that which is not completely understood. This means that people should study everything objectively and let popular beliefs interfere when drawing their conclusions. In the last part of the book Sagan emphasizes that education is a tool which is much too rarely utilized (Sagan 351). Even without stating it directly, Sagan's first theme stands out quite well. It doesn't lurk behind sentences, only occasionally poking its head out, it parades in front the paragraphs saying "look at me!" This is because Sagan's writing is so vivid and potent. He needs only to add a few comments and his examples explain themselves. One the most obvious places this works is when Sagan writes about medicine and its relationship to science. He describes how medicine was making huge advances until the middle ages when a lack of interest in science caused all progression to stop. There was a century where "no advances were made in any field" (Sagan 17). Disease ran rampant. Sagan then writes about how medicine today has all but eliminated many once fatal diseases. Here Sagan doesn't have to states his theme, the message is clear; where would we be without the medical advances brought about by science? When people stopped using science as a tool to look at the world th ere was chaos. In the beginning of the chapter entitled "The Path to Freedom," Sagan chronicles the rise of a young African-American named Frederick Bailey from an illiterate slave in Baltimore to becoming one of the greatest orators of his time. He changed his name to that of a character in Walter Scott's The Lady of the Lake, becoming who we know as Frederick Douglas (Sagan 353). This and the chapters after it do wonders to show just how much of a benefit one can get from an education. Sagan really has strong feelings about the power of knowledge. This probably has to do with the fact that he came from a lower middle class family and by working hard has become one of the most respected scientists in the country (Sagan preface).

Consumer Buying Behavior Essay

Toilet soaps are part of the growing tribe of cleansing and beautifying products available across the country. There are scores of brands and an even greater number of variants making for a bewildering range. The Indian market has over 1100 million people living in more than 4500 towns and cities and in excess of 580,000 villages. Products must cut through several price points and fragrances to satisfy everyone. Toilet soaps are marketed through 5 million retail stores of which 3.75 million are in rural areas, the penetration rate of the toilet soap is around 97 percent in urban areas and 89 percent in rural areas. But, the per capita consumption of toilet / bathing soap in India is very low at 800g whereas it is 6.5kg in the US, 4 kg in China and 2.5 kg in Indonesia. The market size of the Indian soap industry is around Rs.7129 crores. It can be classified into four categories namely premium, popular, economy and carbolic soaps. The â€Å"Premium1 category includes Dove, Mysore Sandal, Pears and some international brands. Brands in the â€Å"Popular’ category include Cinthol, Santoor, Rexona etc. Likewise, Fairglow, Godrej No. 1 etc. come under economy brands. Carbolic brands include Lifebuoy and Nima bath soap. Over the years, the â€Å"popular’ segment has witnessed rapid growth and has been the category driver. Consumers shift from the premium segment as and when they see better value in the popular category. At the same time, consumers upgrade from the economy segment due to increased in tune with the increasing disposable incomes in both urban and rural areas. As a result, the industry has witnessed a fifteen percent growth in premium brands. The market is flooded with several, leading national and global brands and a large number of small brands, which have limited markets. Competition amongst the MNCs has intensified, leading to shrinkage of margins. The leading players in this market are HUL (Dove, Pears, Lux, Lifebuoy, Breeze), Nirma (Nima), Godrej Soaps (Cinthol, FairGlow, Shikakai, Nihar), Wipro (Santoor), and Reckitt and Benckiser (Dettol). The rest of the market is highly fragmented, with companies having strong presence in select segments or regions. In the toilet soap industry, positioning of the product is very important to attract the customers. Review of Literature To have an in depth understanding of Indian consumer, and to analyze the factors influencing his purchase decisions, one has to conduct studies in relation to his environment, his demographic factors, culture, and level of exposure. In this backdrop, some important studies conducted in the areas of consumer behavior and perception in relation to non durable goods and FMCG in India are briefly reviewed. It is seen that positive attitude of consumer towards advertising of a particular brand is very useful in purchasing that brand (Dr Dharam Sukh Dahiya, 1996). Consumers perceived that the information received from WOM sources is reliable and advantageous in making the purchase decisions (Prashant Mishra et al, 1996). At the same time, Indian middle class consumers are willing to pay a premium for better quality products rather than getting satisfied with generic products with inferior quality (Srinivas Shirur, 1999). They tend to define themselves as well as compare with others in terms of symbolic value of their possessions (Shekhar Trivedi et al, 2000). People belonging to different lifestyles have different interests in shopping (D.P.S. Verma et al, 2000). There is a price threshold at which consumers make decisions to stockpile the products for the future (Arindam Banarjee et al, 2001). At the same time, gender of the celebrity significantly influences consumer perception about the product irrespective of consumers’ gender (Prashant Mishra et al, 2001). Similarly, they develop risk reduction strategies to help them act with greater confidence in making product purchase decisions (Debashis Bhattacharya et al, 2002). In the FMCG sector, the major influencing factors in making a purchase decision were quality (D. P. S. Verma et al, 2003), price and availability of products (Dr. Sarwade W. K. 2002), followed by their economic value and attractive packaging (Kuldeep Singh et al, 2003). Rising family income levels permit buyers to exercise more choice in selection of FMCG from the cost perception (Prof. S. A. Telang et al, 2003). However, age and other demographic variables also have their effect on behavioral and cognitive patterns of the consumer (D. P. S. Verma et al, 2003). Urban consumers preferred branded products (P. Antony George, 2007). Brand awareness and brand usage are highly correlated (Dr. A. Vinayaga Moorthy, 2007). Need and Importance of the Study The toilet soaps market is littered over with several, leading national and global brands and a large number of small and local brands. Toilet soaps, despite their divergent brands, are not well differentiated by the consumers. This results in fragmented market and obviously leads to a highly competitive market. In toilet soap market, strong brand equity and a wide distribution network are vital in attracting customers. Brand equities are built over a period of time by technological innovations, consistent high quality, aggressive advertisement and marketing. Availability of the products is another crucial success factor, as products are of small value, frequently purchased daily use items. So, there is always a chance of brand switching due to impulse buying. A deep insight of consumer brand loyalty and satisfaction can help marketers retain the existing customers and entice new ones. In this backdrop, this study is undertaken to examine the consumers’ brand awareness, loyalty, and satisfaction towards toilet soaps. The factors influencing brand selection and brand switching are also assessed. Objectives of the Study The main objective of the paper is to examine the consumers’ buying habits and brand loyalty towards toilet soap products. The following are the specific objectives of the study. * To identify the product attributes that influence the purchasing process * To assess the brand loyalty of consumers with respect to various levels of price increase * To examine the brand switching behavior of respondents * To evaluate the satisfaction level of consumers with regard to their present toilet soap brand * To assess the market share of different toilet soap brands in the market segment taken up for investigation * To offer suggestions to FMCG companies Scope and Limitations of the Study The present study intends to examine the customer satisfaction and perception towards toilet soap and the influence of product attributes on brand preferences and brand loyalty. It also covers customers’ brand loyalty at different levels of price increase/decrease from the present price. The study has the following limitations; * The study is made by taking each attribute as independent of other attributes, hence their interdependence, if any is ignored. * As the study is conducted in only Warangal City of A. P., the findings and suggestions of this empirical study may not be representative of the universe. * There may be a chance of individual’s experience dominating the interpretation of the data. * Some discrepancies may have occurred due to random sample method used. * Respondents may not have given their exact views or hidden some information deliberately. Methodology The study is conducted with the help of primary data collected from 200 respondents; consumers drawn at random in Warangal District (A.P.) The relevant data are collected from the respondents from different demographic and income groups. Appropriate statistical tools such as averages, weighted averages etc. are used in data analysis. For testing the hypotheses, Chi- square test is administered at 5 percent level of significance in order to validate the results of the investigation. Sample Profile Sample profile refers to the demographic characteristics of the respondent consumers covered in the analysis. Demographic factors like age, education, occupation, income, family size have a direct influence on the product/ brand choice. To ascertain the views of both male and female consumers, almost equal numbers of respondents are selected for the study. On the basis of age, the respondents are classified into five categories viz. below 20 years, 21-30 years, 31-40 years, 41-50 years, and above 50 years. Around 39 percent respondents are in the age group of 21-30 years. Another 27 percent are in the age group of 31-40 years. Around 16 percent are in the age group of 41-50 years, followed by above 50 years (13 percent), and below 20 years (5 percent). It is observed that majority of respondents comprising 73 percent are either graduates or post graduates. The remaining 27 percent have below graduation educational background. It is also observed that private employees comprise 38 percent of sample followed by housewives (25 percent), and government employees (18 percent). The remaining are students, businessmen and professionals. It is found that 43 percent respondents are in the middle income group (Rs. 10,001 to 20,000/pm). At the same time, 31 percent belong to low income group (Below Rs. 10,000/ pm). The remaining 26 percent belong to high income category (above Rs. 20,000/pm). It is seen that around 63 percent respondents have 3-4 members in their families. Around 26 percent have more than 4 three members. Another 11 percent have two or less members. It is observed that 62 percent respondents spend below Rs 100/per month on toilet soaps. The remaining 38 percent respondents spend above Rs 100/- per month. This gives occupation wise, income wise, and lifecycle wise distribution of sample consumers of toilet soaps. Data Analysis The behavior of urban respondents towards toilet soaps in terms of influencing factors, buying habits, and brand loyalty is analyzed. For this purpose, a structured questionnaire of five point scale reflecting the attitudes of the sample respondents is used in the investigation. Data collected from the respondents is tabulated, analysed, interpreted and presented in two sections viz. Section A: Buying Habits, Section B: Brand Loyalty. Section–A: Buying Habits Buying habits are analysed in terms of five interrelated variables viz. a. Buying Motives, b. Choice of Retail Store, c. Brand Specification, d. Frequency of Purchase, e. Average Expenditure and consumption. a. Impact of Buying Motives on Purchase Decision Making process Companies advertise their product as a bundle of some attributes. And, customers see the product as a bundle of benefits. They try to assess the benefit of each attribute and assign a level of importance and build perception about the total product. Then, they take the purchase decision. In this backdrop, the study proposes to assess the consumers’ perception on each attribute and importance given to it. In this context, respondents are asked to rank various product attributes in terms of their influence on buying decision. The product attributes such as unique ingredients, impact on skin and complexion, brand name, protection from heat and cold, price, company name, retailer’s advice, advertising, brand ambassador, availability, fragrance, doctor’s advice, TFM of the soap, freshness, protection from pimples etc are identified. The rankings are presented in Table No. 1. It is seen that unique ingredients of a particular soap has been ranked the first major influencing attribute in the purchase process. Impact on skin and complexion and brand name are ranked second and third respectively followed by price and freshness. b. Choice of Retail Store Consumers consider many factors in selecting a particular store to purchase the products. These factors may include availability of a particular brand, availability of information, familiarity and knowledge about the store, proximity of the store, time pressure, store specific promotions, social status etc. By choosing a particular type of store, consumers may get either utilitarian value (obtaining a required product with the least effort) or hedonistic value (the fun and pleasure associated with the buying process). In this context, respondents are asked to name their preferred outlet. Majority of the respondents comprising 40 percent purchased from super bazaars/ organized retail outlets. Another 32 percent bought from wholesale kirana shops. The remaining opted for nearby shops. c. Brand Specification It is observed that Santoor is the most popular brand with 31 percent users, followed by Cinthol with 11 percent users. Approximately 10 percent each are using Mysore Sandal and Pears. Lux is used by 9 percent respondents, while Medimix is used by 7 percent. Dove and Vivel account for 6 percent respondents each. The remaining brands are used by a few respondents. d. Frequency of Purchase Frequency of purchase can be defined as the number of times a consumer purchases during a particular period. It depends on the volume of purchase, economic status, life style, promotion schemes etc. In this study, it is observed that majority of respondents comprising around 45 percent purchase once in a month. Another 33 percent purchase whenever they required the product. Around 15 percent purchased once in a fortnight. The remaining 7 percent purchased weekly once. e. Average Expenditure and Consumption of Toilet Soaps A question was asked with the respondents to know about the average expenditure on toilet soaps and number soaps used in a month. It is observed that 62 percent respondents spend below Rs. 100/- per month on toilet soaps. The remaining 38 percent respondents spend above Rs. 100/- per month. Majority of the respondents have been using around six toilet soaps per month. Section–B: Brand Loyalty Brand loyalty is analysed in terms of seven interrelated variables viz., a. Brand Awareness, b. Brand Image, c. Price Sensitivity, d. Non-availability of Preferred Brand, e. Usage Period of Present Brand, f. Reasons for Brand Switching, g. Brand Performance. a. Brand Awareness Brand knowledge is based on brand awareness and brand image. Brand awareness is defined as Consumers’ recognition of existence and availability of a brand. A consumer’s brand awareness generally depends on his socio-economic background especially on education and income level. Creating brand awareness is an important tool in promoting brands with little differentiation such as toilet soaps. It can play a major role in purchasing decisions. The products with highest brand awareness will usually get more sales. In the urban market segment, it is interesting to note that, higher the level of education level, greater is the brand awareness. About 73 percent of respondent consumers are above graduation. Within this 73 percent, around 32 percent are from professional courses. These 73 percent respondents are aware of more than 7 brands. Majority of them could recall the brand ambassador and punch line of the brands also. The remaining 27 percent of the respondent consumers are with below graduation level of education. Out of which, around 8 percent of the respondent consumers are below the tenth class. These 27 percent of respondent consumers are aware of only 3-5 brands. Majority of them, either they could not recall or are indifferent of brand ambassador and punch line. b. Brand Image Brand image is defined as consumer’s perception of a brand as reflected by the brand associations held in his memory. The strength, favorability and uniqueness of associations help build a superior brand image. A favorable brand image is useful in creating strong brand equity. In this regard, a question was asked with respondents to compare their present brand with other competing brands. Majority of the respondents comprising 64 percent felt that their brand as the best one. Around 25 percent said it gives good value for money. The remaining 11 percent felt it as almost similar with other brands. At the same time, most of the respondents perceived their preferred brand as the market leader in its category. c. Price Sensitivity Price of a product has been a major determinant of a buyer’s choice. Although non price factors have assumed importance of late, price still remains a dominant factor influencing sales of a product. Fluctuation of prices will have an impact on continuity of the same brand, i.e. brand loyalty. In this context, it is proposed to analyse the impact of price changes on brand loyalty income wise. The respondents’ reactions to 10 percent, 20 percent, and 40 percent increase in the price of present soap brand are categorized according to their income levels viz. Low Income, Middle Income and High Income. It is seen that at 10 percent price increase, majority of the respondents across all income levels opted for continuing with the same level of consumption. From among the remaining respondents, many decided to reduce consumption. A few respondents wanted to shift to other brands. Similarly, at 20 percent price increase, 35 percent (Low Income), 35 percent (Middle Income), and 67 percent (High Income) respondents opted for continuing with the same level of consumption. Around 34 percent respondents from low income category chose to reduce their consumption. The corresponding figures for middle income and high income groups are 23 percent and 13 percent respectively. Another 13 percent (Low Income), 30 percent (Middle Income), 10 percent (High Income) respondents decided to shift to other brands, while the remaining preferred to search for other alternatives. At the same time, at 40 percent price increase, 10 percent (Low Income), 23 percent (Middle Income), and 54 percent (High Income) respondents chose to continue with the same level of consumption. Another 1 6 percent (Low Income), 7 percent (Middle Income) and 15 percent (High Income) wanted to reduce their consumption. Further, around 55 percent (Low Income), 51 percent (Middle Income), and 19 percent (High Income) respondents desired to change their brands. The remaining respondents wanted to search for other alternatives. Further, based on the same data, Chi-square test is conducted to identify differences, if any, among the respondents belonging to different income groups in terms of price sensitivity and brand loyalty at various levels of increase in the price of present soap brand. Calculated values are presented in Table II. It is observed from the above table that at 10 percent price increase, the calculated value of chi-square is less than the table value. Hence, it can be concluded that there are no significant differences among the respondents belonging to different income groups at 10 percent price increase of the present toilet soap brand. But, when the price is increased to 20 percent or 40 percent above the current price, respondents belonging to different income groups exhibited altogether different behavior. d. Non-availability of Preferred Brand Store loyalty is regarded as the patronage of customers to a particular outlet.. It is based on the consumers’ positive attitude towards the store. Store loyalty is influenced by the availability of products and brands at the store and the process involved in customers acquiring them. Brand loyalty is also a major factor in shaping the customers opinions towards a particular store. When a preferred brand is not available in a particular store, consumers will have two options; purchasing the same brand in another shop i.e. displaying more brand loyalty than store loyalty, or purchasing another brand in the same shop i.e. exhibiting more store loyalty. In the present study it is seen that 78 percent respondents preferred to purchase the same brand from another shop. The remaining 22 percent purchased other brands available in the same shop. e. Usage Period of Present Brand Brand loyalty also results in using the same brand regularly over a period of time. It is seen that 51 percent respondents have been using the same brand for above 4 years followed by 21 percent for below 1 year. Around 17 percent have been using it for 1-2 years, and the remaining 11 percent for 2-4 years. f. Reasons for Brand Switching Consumers’ satisfaction and brand loyalty can be measured by buyer’s repeat purchase rate over the time. However, sometimes consumers change their regular brands and patronize new brands due to various reasons. In this context, it is proposed to investigate the effect of product attributes, promotion schemes, reference groups’ influence, impact of pricing and advertising on the switching intentions of consumers. For this purpose, respondents are asked to identify the most important reason that for brand switching from earlier brand to present one. It is observed that 54 percent respondents cited better quality of new brand as a major reason for brand switching. Another 13 percent wanted to check the new brand. The relative cheaper price of new brand enticed 10 percent to use the new brand. g. Brand Performance Customer satisfaction is a positive psychological tendency which the customer gets when he is able to meet the perceived need and expectation with the product he experiences. It is a part of customer’s experience. This satisfaction is related to various aspects such as cost, quality, performance and efficiency of the product. Even if the products are identical in competing markets, satisfaction provides high retention rates. Higher the satisfaction level, higher is the sentimental attachment of customers with the specific brand of product. In this backdrop, the study intends to measure the satisfaction level of consumers towards their present soap brands. For this purpose, Respondent consumers are asked to rate the performance of their present brand of toilet soap along some parameters such as price, packaging, durability, color, fragrance, freshness, quality, convenience of usage etc. The responses are classified into three categories namely excellent, above average, and average. It is observed that, respondents are fully satisfied with only premium soaps namely Dove and Pears as they are rated above average or excellent. Cinthol, Mysore Sandal and Superia came next with majority of users rating them excellent or above average, while the remaining rating them average. The remaining brands are rated just average by the respondents. Findings The following are the findings that have emerged from the study. * While making a brand choice decision, respondents gave more importance to unique ingredients of a soap followed by impact on skin and price. * Majority of the respondents purchased toilet soaps from super bazaars/ organized retail outlets followed by wholesale kirana shops. * Santoor is the most preferred brand used by both men and women which comes in the popular category. Cinthol, Mysore Sandal and Pears are the next preferred brands. * It is concluded that that majority of respondents purchased on monthly basis. Another 33 percent purchased when they required the product. * Many respondents are spending Rs 51- 100/- per month on toilet soaps, while a few are spending more. * More than half of the respondents only knew 5-10 brands of toilet soaps. From the remaining ones, approximately equal number of respondents knew less than five and more than ten brands. The education level of the consumers has a positive bearing on the brand awareness. * Most of the consumers have a very positive image and perception about their present brand. They felt that it is the best one and market leader in its category. * In response to a 10 percent price increase of current soap brand, all the respondents across different income groups behaved similarly. Most of them are willing to continue with same level of consumption. The respondents are not bothered with a marginal increase in the price as long as it satisfies their needs. But, when the price is increased to 20 percent or 40 percent above the current price, substantial differences are seen in the behavior of respondents belonging to different areas income groups. The high income group wanted to continue with same level of consumption. The low and middle income groups chose to either reduce consumption or to change the brand. * It is observed that most of the respondents preferred to purchase the same brand from another shop, when it is not available in a particular store. This shows a strong brand loyalty among the respondents. * Most of the respondents have been using the same brand for a longer period of time (more than 5 years) which shows a strong brand loyalty among them. * The reasons cited by respondents for brand switching are mainly better quality and cheaper price of new brand and inferior performance of old brand. Surprisingly, very few respondents are attracted by advertisements of new brands. * Respondents are just satisfied with their present soap as majority of them rated it only average or above average. A few rated it excellent. Conclusion Significant differences were observed among different income groups, especially, when the price of the present brand increases substantially. This can be attributed to the different lifestyles adopted by different income groups. Surprisingly respondents gave least importance to advertisements of toilet soaps. Quality and price of new brands motivated them to brand switching. This has to be carefully studied by the marketers. Another area of concern is that many rated their present soaps as just satisfying although they have been using the same brand for a longer period. In this perspective, FMCG companies need to reformulate their strategies to delight the customers. At the same time, as most of the respondents have been using the same brand for a longer period of time, new entrants have to devise suitable plans to attract the customers of existing brands. Deeper penetration in urban areas also holds the key to unlocking growth potentials especially in the Premium Segment. Thus, product innovation, smart merchandising and distribution will be of key importance for FMCG products to become leaders in the industry. 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