The Sign Of The Beaver :: essays research papers

The Sign of the BeaverThis bilgewater took place on the frontier, in the summer of 1768, in Maines woods. Matt Hallowell and his father embark a claim in Maine territory. Once they find the perfect place, they build a new cabin. There were earthly concerny trees around and a river close by where they could get water and food. There was even enough room to plant corn. There werent any other settlers there. After Matt and his father got the place ready, they some(prenominal) decided that Matt would stay to guard the new cabin while his dad went dressing to Massachusetts to get the rest of the family including Matts mother who was going to put up a baby and his sister. Matt is only twelve years old and he has to stay by himself in the natural state. He is scared but knows he can do it. Matt Hallowell is twelve years old and is very smart. He does not have experience in being in the wilderness alone but he knew that he had to prove to his family that he was old enough to take care of himself and the new cabin. He learned really extravagant how to take care of the crop, fish and do housework. Matt is very trusting. He left the door to the cabin unlocked all the time until a man named Ben entered the cabin when Matt was away and stole his food and fathers gun. He had to learn to be more careful and protect his things. Matts family was proud of him because he had learned how to break and become friends with the Indians. Atteans grandfather liked Matt because he taught Attean how to read. In the beginning of the story Attean did not like Matt but by the end of the story they became friends.Attean is a young Penobscot Indian. He is tall and has very long, black hair. He lives in the area that Matt and his father have claimed for their land. Because of how the white men interact them, he did not know whether he could trust him. At first, Attean is very mad and does not want to learn to read from Matt. His grandfather makes him go back to Matts cabin to read. At tean started to trust Matt and even became his friend after Matt taught him how to read Robinson Caruso. The main thing Attean thinks about is becoming a man and a hunter.

Folklore, Womens Issues, and Morals in Toni Morrisons Sula Essay

The Themes of Folklore, Womens Issues, and Morals in Sula Toni Morrison has asserted that she likes to write the kind of books that she would like to read (Harris 52). By this we shadower assume she favors black folklore, womens issues, and discussions of accepted moral standards. These are some major themes in Sula. Folktales are a type of oral prose that is passed from one person to an another(prenominal). Listeners may chose to add or subtract from the main story lines, embellishing with experiences and wisdom from their own lives. It then takes on the collective morals, or conscienceness, of that culture. From those individuals who we normally would not consider cultured, bang-up gems of knowledge and wisdom are passed down through folktales. This is done without the traditional use of written language or use of proper organizational style. soon enough these oral traditions are not without power they reach into the very heart of what it is to be human. Typically, folktales are set in believable surroundings with extraordinary people. We mind the same in Sula. The setting is in a common Negro village called the Bottom where it is said that it is the bottom of heaven (Morrison 6). The wider historical settings are unplowed intact in the novel as the events of World War I swirl around and capture some of the residents of Bottom. It is people, however, that makes up the surreal in Sula. Eva is a tireless grandmother who controls her domain of a large boarding house Shadrach is a war-shocked veteran who invents an amnesty day for people to kill each other Hanna and her daughter Sula are shameless adulteresses. In this tale, Toni Morrison takes liberty to change the style of folklore (Harris 53). Instead of happy endings, violent ... ...net.10 September 2001. <<http//www.viconet.com/ejb/bio.htm>> Harris, Trudier Fiction and Folklore The Novels of Toni Morrison. Knoxville The University of Tennessee Press, 1991. Hedge, Holly. Toni Morrison. Empi re Zine <http//www.empirezine.com/ dapple/toni-morrison/toni-morrison.htm> (accessed on September 6, 2001) Morrison, Toni Sula. New York Alfred A. Knopf, Inc. 1973. Morrison, Toni. Microsoft Encarta Online Encyclopedia 2000. <http//encarta.msn.com> 1997-2000 Microsoft Corporation. (accessed on September 26, 2001) ONeill, Cynthia. Goddesses, Heroes and Shamans. New York Larousse Kingfisher Chambers Inc., 1994. Toni Morrison. Contemporary Authors, Gale Research, 1993 abstracted at <http//www.cwrl.utexas.edu/mmaynard/morrison/biograph.htm> (accessed on September 26, 2001)

Nuclear Power And Its Uses :: essays research papers

thermo atomic Power and Its UsesAt first thermonuclear power was only seen as a means of destruction but after servicemanWar II a major effort was made to apply nuclear energy to peacetime uses.Nuclear power if made when a nucleus of an pinpoint is split to release a powerfulburst of energy. Though technological advancements nuclear power direct supplies uswith in the raw medical aids, a pertly power source and new ways to do scientific research.New medical advancements are being produced rapidly due to nuclear power.Nuclear bodily is now being used to treat diseases. Pacients suffering from offercer can then be exposed to the healing effects of the beam undercontrolled conditions. The radiation of the nuclear energy can help in medicaltests. Radioactive phosphorus is an important diagnostic aid. It is injectedinto the veins of a patient, it concentrates in the cells of certain braintumors. thyroid gland strongly attracts iodine. Radioactive iodine is used bothin diagnosin g and in treating diseases of the thyroid. Nuclear power is changingthe face of medicine with new cures and tests that will cure millions..Nuclear power can be converted into strong and efficient nuclear energy and beused for many purposes. Nuclear power reactors generates heat that is convertedinto steam. The steam can be used directly for energy. This energy is used intransportation. Most military subs are now ran by nuclear energy. The most usedpurpose of nuclear energy can also be used to generate electric power for suit in a commercial nuclear power plant. Another way to produce nuclearenergy is by gas-cooled reactors with either carbon dioxide or atomic number 2 as thecoolant instead of water. This method is used mainly in commercial nuclearplants in the United Kingdom and France due to the lack of freshwater. Withgrowing popularity nuclear energy will definitely of the future with new ways touse this energy in a positive manner.Scientists can now use nuclear power for biolog ical research to help understandlife more. Radioactive isotopes have been described as the most useful researchtool since the pattern of the microscope. Physiologists use them to learnwhere and at what speed physical and chemical processes occur in the human body.Isotopes are also used for agricultural Biologists use radioactive isotopes tosee how plants absorb chemicals as they grow. With radioactive cobalt, botanistscan produce new types of plants. Structural variations that normally take yearsof selective breeding to develop can be made to occur in a few months.Many believe that nuclear power is too destructive and as such should be

The Zone Diet Essay example -- Weight Loss Nutrition Papers

The Zone Diet High-protein/ low-refined sugar diets are nothing new to Americans these days they seem overwhelmingly to be the most popular among those people trying to lose weight. Ph.D. Dr. Barry Sears books on his version of the high-protein diet, the Zone Diet, are among the best selling diet books on the market. The diet seems to be manageable quick and noticeable results to those who follow Dr. Sears plan. Many people are desperate to lose weight and have tried numerous methods that have not produced equal and long lasting results. This could perhaps be the reason for the recent craze for the high-protein/ low-carbohydrate diet- it really does cause weight loss. Even Hollywood movie stars such as actresses Jennifer Anniston and Sandra Bullock attribute their recent weight loss and improvement in appearance to the Zone diet. However, in the midst of all of the hype, we must examine the claims and rate the degree to which this diet is indeed effective. Further, considering th at Dr. Sears advice contradicts what we have been told for years about dieting, we must determine if it is healthy. Could we have been misinformed when given advice to eat a diet rich in carbohydrates, or is this diet another that falls short of what it promises? THE ZONE AND ITS PURPOSEDr. Barry Sears, Ph.D., is responsible for the development of The Zone nutrition concept, which is based upon 15 years of his research in the field of bio-nutrition. It was guided by the same science that won the 1982 Nobel Prize for Medicine dealing with the research of eicosanoids. The term Zone is an rule used by athletes to describe a near-euphoric state of maximum physical, mental and psychological performance (http//www.nutrition... ...igh meat diets and cancer risk. The Proceedings of the Nutrition Society. 58(2)243-8, May 1999. Holm, L et.al. Randomized trial on protein vs carbohydrate in ad libitum fat reduced diet for the treatment of obesity. International Journal of Obesity. 23(5)528-3 6, May 1999. Katan, MB. High-oil compared to low-fat, high-carbohydrate diets in the barroom of ischemic heart disease. American Journal of Clinical Nutrition. 66974-979, Oct. 1997 Miller, SI and Wolfe, RR. Physical exercise as a modulator of adaptation to low and high carbohydrate and low and high fat intakes. European Journal of Clinical Nutrition. 53112-9, Apr. 1999 Panhuysen, G. et.al. Does carbohydrate-rich, protein-poor food prevent a deterioration of mood and cognitive performance of stress-prone subjects when subjected to a stressful task? Appetite. (1)49-65, Aug. 1998.

national Guard Essay -- essays research papers

What is The Pennsylvania Army topic Guard?     The Pennsylvania Army National Guard is a branch of the United States Army that is mostly use today for homeland security. Although the National Guard is not active like the Reserves or Active Duty Army, they still birth the comparable requirements and same responsibility. More than 22,000 men and women make up the Pennsylvania National Guard and Air National Guard today. They reach from state quarters at strengthen Indian Town Gap in Lebanon County to ab come forward 100 comunities in the commonwealth. Like all National Guard members they sh be the same responsibilities. For their federal mission, they are trained and equipped to join the active forces in the time of war or a national emergency. For their state mission, they respond to the orders of the governor, protecting the lives and property of bulk during man made and natural disasters. Their role extends further than floods, blizzards, and riots, everyd ay they work to clean up the enviorment, fighting to get rid of drugs and other illegal things on the streets, and they serve as role models to generations to come. With the National Guard today you can earn extra money for college, learn job skills that you can use out of the service, and feel better about yourself by serving your hometown and country. History of the National Guard     The history of the Army National Guard began on December 13, 1636 when the mammy Bay Colony organized three militia regiments to defend against the growing threat of the Pequot Indians. Patterned after the English Militia systems, all males between 16 and 60                                                         Kessler 2 were obligated to own arms and take part i n the defense of the community. The National Guard continues its historic mission of providing defense of the nation. The National Guard also fought many battles in the 20th century. The first war they were in during the 20th century was World War 1. From the streets of Harlem and other New York metropolis neighborhoods came the African-American National... ...the advance into Iraq. Armed with the Multiple-Launch Rocket System, the Field Artillery men of this battalion provided accurate and devastating fire throughout the entire campaign. The rockets were so bad the Iraqi soldiers called them "steel rain." Today the Guard continues its vital peacekeeping effort in Southwest Asia. What it takes to be in the National Guard     There are many requirements to be in the Army National Guard. The National Guard has physical, academic, and legal requirements that you must pass to join. You must first be in right(a) physical shape and not have any major handica ps. The minimum age to join the National Guard is 17 years of age and a high school junior. If you are under the age of 18 you must have your parents consent. If you are not in high school you must have a high school diploma or GED. You must also report a high enough score on the ASVAB test. When you get your score you will be contacted by a recruiter to see what kind of job you want and can get by your score. You must also be a citizen of the United States and if you are an alien then you cannot get a job in the Army that requires a security clearance.

national Guard Essay -- essays research papers

What is The Pennsylvania Army discipline control?     The Pennsylvania Army National Guard is a branch of the United States Army that is mostly used today for homeland security. Although the National Guard is not active like the reserves or Active Duty Army, they still withstand the same requirements and same responsibility. More than 22,000 men and women make up the Pennsylvania National Guard and phone line National Guard today. They reach from state quarters at Fort Indian Town Gap in Lebanon County to about 100 comunities in the commonwealth. worry all National Guard members they share the same responsibilities. For their federal mission, they are trained and equipped to join the active forces in the time of war or a national emergency. For their state mission, they respond to the orders of the governor, protecting the lives and property of people during man made and natural disasters. Their role extends further than floods, blizzards, and riots, everyda y they work to unfermented up the enviorment, fighting to get rid of drugs and other il sub judice things on the streets, and they serve as role models to generations to come. With the National Guard today you can compass extra money for college, learn job skills that you can use out of the service, and feel better about yourself by serving your hometown and country. History of the National Guard     The history of the Army National Guard began on December 13, 1636 when the Massachusetts Bay Colony organized three militia regiments to defend against the growing scourge of the Pequot Indians. Patterned after the English Militia systems, all males between 16 and 60                                                         Kessler 2 were obligated t o own arms and take part in the defense of the community. The National Guard continues its historic mission of providing defense of the nation. The National Guard also fought many battles in the 20th century. The first war they were in during the 20th century was World War 1. From the streets of Harlem and other New York City neighborhoods came the African-American National... ...the advance into Iraq. Armed with the Multiple-Launch Rocket System, the Field Artillery men of this plurality provided accurate and devastating fire throughout the entire campaign. The rockets were so deadly the Iraqi soldiers called them "steel rain." Today the Guard continues its vital peacekeeping effort in Southwest Asia. What it takes to be in the National Guard     There are many requirements to be in the Army National Guard. The National Guard has physical, academic, and legal requirements that you must pass to join. You must first be in good physical shape and not have any major handicaps. The minimum geezerhood to join the National Guard is 17 years of age and a high school junior. If you are under the age of 18 you must have your parents consent. If you are not in high school you must have a high school diploma or GED. You must also print a high enough score on the ASVAB test. When you get your score you will be contacted by a recruiter to see what kind of job you wish and can get by your score. You must also be a citizen of the United States and if you are an alien then you cannot get a job in the Army that requires a security clearance.

Shc 23 – Introduction to Equality

Introduction to Equality and Inclusion in Health, Social caveat or Childrens and Young Peoples Settings 1. 1The term stamp means the state or fact of being diverse different or unlike. Within equality and inclusion it is the difference between individuals and groups including culture, nationality, ability, ethnic origin, gender, age, religion, beliefs, inner orientation and social class. The term Equality means the state or quality of being equal correspondence in-quantity, degree, value, rank, or ability.It means that everyone is offered the selfsame(prenominal) choices and opportunities, everyone is enured with respect and each individuals needs are catered for. The term Inclusion means the act of including. Inclusion values diversity meaning that no-one is left come on, and places individuals at the center of attention of planning and support. The term Discrimination means the treatment or consideration of, or making a distinction in favor of or against, a person or thing based on the group, class, or category to which that person or thing belongs rather than on individual merit eg racial and spectral intolerance and discrimination. . 2There are two main types of discrimination direct and indirect. Direct discrimination may occur in the workplace in the form of institutional discrimination, whereby bulk may not think I am as good at working with children and young people because I am a man. Discrimination by individuals including bullying, labelling, prejudice and stereotyping is as well direct discrimination because it is usually specifically targeted. This raft have a negative effect in the workplace as it flowerpot lead to lack of opportunities for certain members of the group.Indirect discrimination can take place by accident. It can come as a result of lack of knowledge and understanding. If I cannot effectively communicate with someone because I dont know anything about them, that could lead to inadvertent and unknowledgeable exclusion. 1 . 3 Equality and inclusion are the opposite of discrimination. Therefore, practices which support equality and inclusion can only serve to extinguish discrimination. If everybody is treated equally with the same rights and respect for each other regardless of race, age and ability, then discrimination cannot take place.This can be achieved by making all areas accessible to people of all abilities, and by reducing barriers within communication. Together they make the promotion of participation easier. 2. 1Within my role as a trainee practitioner, I have to abide by the following codes of practice and legislation Human Rights Act 1998 disablement Discrimination Act 1995 Disability Discrimination Act 2005 Special Educational Needs and Disability Act 2001 Race Relations (Amendment) Act 2000 The Equality Act 2010 Equality and Human Rights Commission 2. In our setting, children and adults alike are all treated equally. spectral beliefs, cultures and values are all taken into account. An example of this would be our snack table, all dietary requirements some health reasons and some religious reasons are catered for. As such, nothing is ever served which go against peoples beliefs. Appropriate language is always used when addressing both children and adults, using clear communication. Regardless of age, ethnic origin or religious belief confidentiality is always maintained unless it someone is in immediate danger. 2. Discrimination can be challenged in different ways, but in order for it to stop, we mustiness also encourage change. If someone feels that they are being discriminated against, then they should follow the correct complaints procedures note their concerns with a supervisor, manager or SENCO. If I see children peachy against one another, I can challenge the children and resolve the issue but report the incident to my manager. Staff training on the issue of discrimination is of import as it means we are all following the same procedures to curb the be haviour, and makes us reassess our own beliefs and attitudes we might hold.Policy review on the subject is also a fantastic way to challenge discrimination as it can lead to more effective techniques to solve the problem being developed. 3. 1There are a variety of sources where information, advice and support about diversity, equality and inclusion can be gathered from. Advice and information can be gained from Sector Skills Councils such as Skills for Care and Childrens Workforce and Development Council, Professional organisations such as Nursing ans Midwifery Council and Teacher Development Agency and Third party organisations.It can also be found on government websites which give up to date legislation and codes of practice. 3. 2Access to information, advice and support about diversity, equality and inclusion should be gained when carrying out inter-agency works, or liaising with community leaders and organisations. It can also be used in order to gain feedback on the work you ar e already carrying out. This can help you see if you are meeting all standards expected and can also help you progress to the next level because it aids professional development.

India adopting western culture Essay

cultusure literal meaning is what how you cultivate or build geniusself. Cult or build in multi-directionally i.e in ethically socially even in all aspects of that lead human development. Every close is enriched with some neat and bad features.Indian assimilation is rich and diverse and as a result unique in its very own way. Our manners, way of communicating with one another, etc are one of the important components of our culture. Even though we have accepted modern means of living, improved our intentmodal value, our values and beliefs still remain unaltered. A person can change his way of clothing, way of eating and living but the rich values in a person alship canal remains unchanged because they are deeply rooted within our hearts, mind, body and soul which we receive from our culture.Western culture can also be referred to as advanced culture this is because its ideas and values promote the development and sustainment of advanced civilization. Western culture has had qui te an influence in india but it has its pros & cons too. There are many effectual things in the western culture which we have adopted. But why do we see only the negatives? Even the Indian culture has influence the western world. the man is shrinking & we are all getting closer to each other in many ways. so its very natural for us to adopt their ways & for them to adopt oursWestern culture has affected almost every dimension of society. The core religious traditions are still the same but the vivification style differences can be found because of western culture. Hence we can say that western media has not affected the core traditions of indian society but has changed life style and apparent characteristics of the society.Conclusion How there is head and tail for a coin there is some(prenominal) positive and negative impact of western culture and Indian Culture. I think both cultures are unique in their own way and equally good. Western culture and Indian culture both have good qualities and bad qualities. We should not think of which culture is better but should take the good qualities of both cultures and put it into use in our lifeattribution.

How useful is Personality Theory? Essay

What motivates human behaviour? Why is the previous(prenominal) present and early important to the development of spirit? How constant is human behaviour? These questions along with many others determine the need for a theory that will answer several(prenominal) of the questions. reputation Theories aim to provide a viable description for peoples individual differences, it attempts to answer the questions mentioned above and assign some kind of inwardness into peoples behaviour. (Furnham & enlightenment pg10)There are many different theories in order to explain personality some would explain peoples unique behaviour as being a product of our environment or social situations, personal learning or part of our genetic makeup. Personality theory attempts to explain the how is our behaviour shaped, what makes us behave in certain ways in certain social situations and why do we behave in this manner. The notion is that people are unique and no two people behave alike in a predicamen t, no matter how close they are.(Furnham & Heaven pg4) The method in which personality theorists look at the development of personality all differ, some examine the structure which attempts to reach below the surface of plain trait type behaviours. Some explain the actual processes of personality others investigate the development of personality. An important reason for studying personality is to gain scientific acquaintance and to try to assess people so that deviant behaviours can be modified. (Roth pg365)Concerning the different personality theories only one theory will be mentioned in this essay, that being the trait-type approach which explains personality as inherited differences that are biological. This theory of personality is used quite often in our every day action and the benefits and implications of using personality theories will be examined in detail, throughout the progression of this essay. Personality is a pro-active process and the theories attempt to stabilise ones behaviour, and because personality is an implicate theory we can predict that people will behave in a certain way.The well-known scale for introversion and extraversion as described by (Hippocrates, Galen, Winott, Jung, Eysenck, and Cattell among others) has been shown to be directly related to mental health, learning and education, risk taking, criminality and other social behaviours. These behaviour patterns may not bring into being known by observation, or just meeting a person, this is why this approach has some benefits. (Wallace pg10)Individual differences in personality have long been recognised, in the last hundred years psychologists have made a great deal of progress in developing procedures for assessing personality. A large number of judgement methods, tasks and gadgets have been used to assay mans behaviour, attitudes, thoughts, aspirations and deviations. All of these approaches to assessing categorising, or measuring personality, have involved collecting respo nses from, or making observations about, the subject which could be used to interpolate more general personality traits or status characteristics.(Butcher page 4) The use of personality testing in occupational assessing has been increasing over the past two decades. Some recent surveys have, for example suggested that up to two thirds of large organisations in the UK use personality assessment for selecting managers. The vast majority of organisations use tests responsibly and wisely, although it is undoubtedly true some do not. The British psychological Society (BPS) aim to promote responsible use. (Dr Russell Drakeley pg29)Personality assessment can be used for supply selection, promotion, individual personality development, team development, career guidance, counselling, educational or learning difficulties or clinical personality assessment. The possibilities of personality testing are varied, and some of the ones include in the above list would not meet with universal approv al. Using personality tests for promotion and redundancy are especially controversial and in the past have caused much consternation, both within and outside occupational psychology. (Dr Russell Drakeley pg28)

Black & Decker Case Study

Black & Decker Case Questions Address the following questions with regard to the Black & Decker case study in up to devil pages (one-sided) or two sides of one page. Do not hold a font smaller than 12 or margins less than 1 inch. Please consider the writing rubric as you begin (available on Angel). Also, do not hesitate to use bullet points when listing items. 1. Briefly, what is the nature and ground of the company? Black & Decker Corporation is an organization located in Towson, Maryland.They blueprint and trade in power tools and accessories, hardw ar and home improvement products, and technology establish fastening systems (Wikipedia, 2011). For a long time, B&D brands magnetize great strength from the consumers and the Professional Industrial segments while its Professional-Tradesmen segment has been sour. This case analyzes different alternatives on how to gain profitable marketplace component part in the Professional-Tradesmen segment. 2. Do a SWOT Analysis for Black & De cker. Use bullet points.And feel free to use boxes here and elsewhere. E. g. , Strengths * High brand awareness * High service rating and high quality tools done in field test * Small market share for Professional Tradesmen which makes it easy in the event they want make changes in their products line in this market segment. Weaknesses * Small market share in the Professional Tradesmen market segment. * B&D brands are more focused on household products * Professional Tradesmen do not associate quality with B&D products. Opportunities * Fast growth opportunity for professional-Tradesmen (9%) * Yellow color unused by other brands. Yellow represents safety. * Makita does not have retailers channels to distribute their products, and B&D develop businesses with retail stores. Threats * Yellow color is subjective it can be interpreted otherwise rather than safety. * No retail channels where Makita dominates. * early(a) segments can be impacted if the new strategy planning for Professio nal Tradesmen does not work. 3. In a sentence or two, what is the issue being go about here?The issue faced here is the decline of the market share of the Professional Tradesmen segment and how to overcome that decline and gain larger market share in this segment of the market. 4. Briefly present the plusses and minuses of each of the three proposed options. Option 1 The Professional Tradesmen segment focus is to be profitable at the put down of other segments market shares. This cannibalization method can only be successful for the short run. However, in the long run, competitors whitethorn take over the other two segments market shares.Option 2 Sub-branding B&D name. This option can only work for products that are already sub-branded however if this strategy fails, the parents brand may suffer. Moreover, Professional Tradesmen can lose loyalty to B&D brand if their sub-brand is too much differentiated. Option 3 Drop the Black & Decker name. The percentage of buy interest, whi ch reflects consumers behavior toward the new brand, is higher when DeWalt brand is included in the survey (63%) compared to B&D (44%).On the same token, one should consider that DeWalt brand may be an interest to consumers, but in fact not be a product that consumers may actually buy. 5. Indicate which alternative you would choose and condone why. Knowing that brand awareness has a big influence on an organization success or failure, lets first determine Professional Tradesman necessitate or want Quality and durability issues rose from the fact that Tradesmen were using consumer quality power tools in their job sites making those house products unsustainable. Lack of specialization in BD products design did not give them a competitive advantage in the Tradesmen market segment. To resolve the aforementioned issues, I strongly recommend BD to create a new brand without BD name attached to it that specifically targets Professional Tradesmen. From that new brand, BD can build up a new different portrait representing durability, quality and any other features that competitors do not offer or provide. Moreover, the product differentiation can easily be distinguished by Tradesmen at their work place, especially if they differentiate by color, size and shape. . What further locomote would you take to help assure that your chosen course of action succeeds? This is important. Dont skimp here. Closely work with tradesman to insure their needs are being met. Do some marketing campaign and ads targeting Tradesmen market segment. Implement competitive pricing. Develop retail distribution channel with Lowes, Home Depot since these stores get by for most part heavy duties and superior quality tools made for heavy duty jobs. This can give a competitive edge to BD.

Factors Influencing Career Choice Among the Senior High School Students in the South Tongu District of Volta Region, Ghana

UNIVERSITY OF EDUCATION, WINNEBA section OF PSYCHOLOGY AND EDUCATION FACTORS INFLUENCING CAREER CHOICE AMONG THE SENIOR HIGH SCHOOL STUDENTS IN THE SOUTH TONGU DISTRICT OF VOLTA REGION, GHANA DANIEL KWASI GAMELI AVUGLA JULY, 2011 UNIVERSITY OF EDUCATION, WINNEBA DEPARTMENT OF PSYCHOLOGY AND EDUCATION FACTORS INFLUENCING CAREER CHOICE AMONG THE SENIOR HIGH SCHOOL STUDENTS IN THE SOUTH TONGU DISTRICT OF VOLTA REGION, GHANA DANIEL KWASI GAMELI AVUGLA (B. ED BUSINESS EDUCATION, ACCOUNTING OPTION)A dissertation in the segment of Psychology and Education, Faculty of EDUCATIONAL STUDIES Submitted to the School of Graduate Studies, University of Education, Winneba, in partial fulfilment of the requirements for award of the Master of Philosophy (M. Phil steering & counseling) full stop JULY, 2011 DECLARATION STUDENTS DECLARATION I, DANIEL KWASI GAMELI AVUGLA decl ar that this Thesis, with the exception of quotations and references contained in published thrashs which have every being identified and duly ac k straightwayledged, is only if my own original flow, and it has not been submitted, either in part or whole for anformer(a) degree elsewhereSIGNATURE .. DATE .. SUPERVISORS DECLARATION I hereby decl atomic number 18 that the preparation and presentation of this work was supervised by me in accordance with the guidelines for the supervision of Thesis laid down by the University of Education, Winneba. expose OF SUPERVISOR ..SIGNATURE .. DATE . DEDICATION I dedicate this work to my de arest wife Rose and children Albert, Elikplim and Herbert. ABSTRACT The queryer set disclose to investigate grammatical constituents that persuade dealer select among the senior juicy school students in the South Tongu dominion of Volta Region, gold coast, and the extent to which those factors define students weft.Survey formula was apply. The main instrument used for entropy collection was questionnaire. Simple random sample techniques was used to select ii hu ndred students, and convenient sampling techniques used to select three administrators and three contract and counselor-at-law coordinators for the withdraw from the three public second cycle institutions in the District. Both descriptive and inferential statistics were used in analysing data. The construct validity was established use factor summary and reliability using Cronbachs alpha.The results of the main hypothesis and the research questions stigmatiseulated for the get hold of revealed that infixed factors reliably predicted locomote superior suggesting that Extrinsic factors and hearty factors are not signifi shadowert predictors when the printings of Extrinsic factors and social factors are controlled for. This dish outs students specify active and explore moves that ultimately lead to career choice. This played a minute role in shaping students career choice.It was recommended that public life Education and direction should be introduced in the primar y school to modify children to explore the globe of work as primal days race request to stir a smooth transition from primary school to the initial years of senior high school school and the Ministry of Education should allocate fund for a Guidance and Counselling activities in all raw material and second cycle schools. This pass on enable the guidance coordinators to run effectively at their various levels of work. ACKNOWLEDGEMENTI am most grateful to the Al competencyy God for His loving care and mercy which has made it possible for me to everlasting(a) this work. I a analogous wish to acknowledge with gratitude, the encour maturatement, corrections and guidance presumptuousness to me by Mrs. Mary A. Ackummey and Professor M. F. A gigantice, my supervisor and co-supervisor honorively for this work to be carry by means ofd. I am in addition grateful to Professor J. K. Aboagye, the Head of Department and Dr. Richard Ofori, the Director for research at the National Centre for look for into Basic Education (NCRIBE) for their run through assistance.He also became my final supervisor to make this work comp permite. I wish to express my appreciation to Messrs K. T. Agor and C. F. K. Nyadudzi, the Headmasters of Sogakope Senior naughty School and Dabala Senior High Technical. And also Rev. Father Gbordzoe, the Principal of Comboni Technical Vocational Institute for their assistance in allowing me to administer my questionnaires in their schools. I am grateful to Mr. C. Y. Ablana who allowed me to use his office during the period.Finally I wish to express my gratitude to all those who help in diverse ways throughout the entire work for their criticism, encouragement and corrections. Special thanks go to Dr. Asare Amoah of Department of Psychology and Education who takes his time to see to it that the necessary corrections were carried out. TABLE OF CONTENT CONTENT PAGE Title PageDeclaration i Dedication ii snare iii Acknowledgement iv Table of Content v List of Tables x List of Figures xiCHAPTER ONE 1. 1 Background to the knowledge 1 1. 2 Statement of the Problem 4 1. 3 Purpose of the Study 5 1. 4 Hypotheses 6 1. 5 Research Questions 6 1. 6 The Signifi dirty dogce of the Study 6 1. 7Delimitation 7 1. 8 Definition of Terms 7 1. Organisation of the Study 8 CHAPTER TWO REVIEW OF RELATED LITERATURE 2. 1 portal 9 2. 2 Factors Influencing Vocational Choice 9 2. 3 Career purpose Making 17 2. 3. 1 distinction-and-Factor system/ Actuarial Theory of Career ripening 20 2. 3. 2 Hollands Personality Type Theory 23 2. . 3 Anne Roes Personality/Need Theory 28 2. 3. 4 The Ginzberg, Ginsburg, Axelrad and Herman Theory 31 2. 3. 5 Supers Self-concept Theory 32 2. 3. 6 Four-Humors Theory 35 2. 3. 7 companionable Cognitive Theory 39 2. 4 Types of Career 41 2. Barriers to career choice 43 2. 6 The Role of Guidance and Counselling Coordinator in Career Choice and Development 45 2. 7 The Implications of the Study 48 2. 8 Theore tical Framework of the Study 49 2. 8 Summary 57 CHAPTER THREE METHODOLOGY 3. 1Introduction59 3. Research Design 59 3. 3 Population 59 3. 4 Sample and Sampling Procedure 61 3. 5 Study Area 62 3. 6 Instrumentation 62 3. 6. 1 Assessment of Validity and Reliability of factors influencing students choice of career questionnaire 63 3. Method of Data Collection 66 3. 8Data Analysis 66 CHAPTER FOUR RESULTS 67 4. 1Analysis of Students Bio Data 67 4. 1. 1 Sex Distribution of Students 67 4. 1. Age Distribution of Students 68 4. 1. 3Programme Pursue by Students 69 4. 1. 4 Intended Careers of Students 70 4. 2 Testing of Main Hypothesis 71 4. 3 Testing of Auxiliary Hypotheses 73 4. 3. 1 Sex Differences in Extrinsic, Intrinsic and Interpersonal Factors 73 4. 3. Age Differences on Extrinsic, Intrinsic and Interpersonal Factors 74 4. 4Analysis of Qualitative Data 76 4. 4. 1 Analysis of Bio Data collected from Guidance and Counselling Coordinators and Administrators 76 4. 4. 2 Sex Dist ribution of Administrators and Guidance and Counselling Coordinators 77 4. 4. 3 Age Distribution of Administrators and Guidance and Counselling Coordinators 77 4. 4. placement of Respondents 78 4. 4. 5 Number of years served by the Administrators and Guidance and Counselling Coordinators in their various institutions 78 4. 5 Qualitative Analysis of Administrators and Guidance and Counselling Coordinators Data 79 CHAPTER FIVE SUMMARY OF FINDINGS, CONCLUSIONS, RECOMMENDATIONS AND SUGGESTIONS 88 5. 1 Discussion 88 5. . 1 The Extent to which Intrinsic Factors Influence Students Choice of Career 88 5. 1. 2 The Extent to which Extrinsic Factors Influence Students Choice of Career 90 5. 1. 3 The Extent to which Interpersonal Factors Influence Students Choice of Career91 5. 1. 4 Problems Students face in qualification their Career Choice 92 5. 2 Summary of the Findings 93 5. 3 Conclusion 95 5. 4Recommendations 95 5. Suggestions for Further Studies 97 References 98 attachment A- Fac tors influencing students choice of career questionnaire 105 Appendix B- Validated version of factors influencing students choice of career questionnaire 109 Appendix C- Open ended questionnaire for Guidance and Counselling Coordinators and Administrators 113 Appendix D- Population of final year students in the three public second cycle institutions for 2010/2011 A frankfurteremic Year. 117 Appendix E- letter of Introduction 119 LIST OF TABLES Table Page 2. Supers Vocational Developmental Tasks 34 2. 2 Jobs suitable and melodic phrases to be avoided by each record type 39 3. 1 Population of Administrators and Guidance and Counselling Coordinators 60 3. 2Distribution of respondents by institutions 61 3. 3Item listings and factor loadings for the quaternity-factor principal component solution 65 4. 1 Distribution of students by intended choice 71 4. Logistic regression model of career choice (white-collar job & blue-collar job) as a function of Extrinsic, Intrinsic and Interpe rsonal factors. 73 4. 3 Summary statistics and Independent-samples T-test on their influence on the two sex groups 74 4. 4 ANOVA showing the effect of age on Extrinsic factors 75 4. 5ANOVA showing the effect of age on Intrinsic factors 75 4. 6 ANOVA showing the effect of age on Interpersonal factors 76 LIST OF FIGURESFigure Page 2. 1 Holland hexagonal model 27 2. 2 A diagram Reciprocal Causation 40 2. 3 Theoretical model of Career choice 57 4. 1 Sex Distribution of students. 68 4. 2 Age Distribution of students 69 4. 3 Distribution of the Respondents by Programme 70 4. 4 Age Distribution of Administrators and Guidance nd Counselling Coordinators 77 4. 5 Position of the Respondents 78 4. 6 Number of years served by the Administrators and Guidance and Counselling Coordinator in their various institutions 78 CHAPTER ONE INTRODUCTION 1. 1 Background to the Study The importance of career choice among senior high students thunder mugnot be over emphasized. Students at this level are mainly adolescents who are moving from this stage of tuition into adulthood. Pearson Education exceptional (2007) defines an adolescent as a young person, usually between the ages of twelve and eighteen, who is developing into an adult.Encarta (2009) defines adolescent as, soulfulness in the period preceding adulthood somebody who has reached puberty but not yet adult. At this stage the individual is said to be going through the period of adolescence. A large cogitation conducted in America by Remmers and Raddler (1957) cited in Horrocks (1962) indicated that one-third of teenagers after finishing high school within 6 months expected to be at work, though know less about how to choose a job, train for it and establish in it. A job is a kind of work and a career is time spent in one type of job area of interest (Kelly-Plate and Volz-Patton, 1991, p. 13). Most students have very dinky help in developing a career direction while still in senior high school.They are often influen ced by the media, peers, and with very little knowledge of what they might primarily be interested in or motivated to do. Most of them whitethorn have a level of un realty of where to shit help on how to choose a career. Since career is a lifelong plan, students at this level should be assisted to enable them have a stimulate strike down plan as it willing be difficult for them at their age to see things clear about themselves. Thinking or qualification a last about ones career and pathing a choice is vital. Fry, Stoner and Hattwick (1998) opine that it is never too early to begin persuasion about careers when in high school. Some students may have clear career direction in mind while many of them will have little clue as to which career is best for them.Fry et al, further said even if you are a freshman or sophomore, now is the time to begin thinking about your life beyond college p. 561. Various battalion choose jobs for various reasons. A lot of people look for jobs tha t will pay well since everyone call for money for the basics such as food, clothes, accommodation, education, recreation and former(a)s. For many men and women, work helps define their identity and their sense of self-worth (Thio, 1989). They see themselves as people, who are responsible, who get things done and capable enough to be paid for the services they render. People take pride in the work they do. They also like the feeling that comes with doing their work well.People enjoy using their skills, talents and working hard to improve those skills. People work to be useful, by working people feel that they are contributing their quota to the education of the society. They may work to take care of themselves and their family or work to help other people in the society. Most people choose jobs that will enable them interact with others. For example, journalism, teaching, and selling enable one to interact with a whole lot of people. They do not like to be alone for a long perio d. Their job gives them the opportunity to be with others and talk to people. It is clear that work fulfils many significant needs and even those who become rich overnight still work.Since no one particular job satisfies all needs, the right job can be satisfying in a very special way, and that is why it is important to think carefully about ones own wants, needs, interests and abilities before making a choice. One needs not to joke about his choice of career. Working should not be just occupying oneself. OToole (1973), cited in (Thio, 1989, p. 444) opines that People with satisfying jobs have better mental health than those with less satisfying work. Thus, people who are happy with their jobs also tend to have better physical health and to live longer. Although diet, exercise, medical care and genetics are all link to the incidence of heart disease, job dissatisfaction is more closely linked to the cause of death. Each individual is faced with choosing among the large areas of oc cupational cluster of work.Such as agriculture, cable and office, communication and media, health, hospitality and recreation, manufacturing, marine science, construction, arts, humanity and sciences, foot stintings, marketing and distribution, natural resources and environment, personal services, public service, and fare. Rao (1992) cited in Kankam & Onivehu (2000) identified two factors that call for guidance and counseling services or activities in secondary schools one of which is the making of academic choice that in the end determines the vocational future. The origin of vocational guidance can be traced to the United States of America. Educational guidance originated from the developing of vocational guidance services.In 1908 the Vocational Bureau of Boston was formed under the auspices of an American attorney and educator Frank Parsons to assist young men make vocational choices found on their occupational aptitudes and interest (Fruehling, 2008). Guidance began to sp read as a result of Parsons ideas. Brewer (1942) cited in Archer (1997) put across four conditions that work together to bring about the beginning and development of vocational guidance. These are division of labour, the growth of technology, the extension of vocational education, and the spread of modern forms of democracy. The four elements listed above were however, intensified by the First World War which led to the paucity of skilled manpower.Though in Ghana vocational/technical can be traced back to the 19th century when both the Basel and Wesleyan missionaries made a shake from the initial three Rs reading, writing and arithmetic to agri pagan and technical curriculum (Hama, 2003), guidance in Ghana started in 1955 when the Ministry of Labour, Education and sociable Welfare came together and established Youth Employment Department. Its aim was to cater for the needs of the unemployed middle school leavers below the age of twenty years. By 1960, there were about thirty of s uch centres in the country (Ackummey, 2003). 1. 2 Statement of the Problem Searching for a job, career planning and deciding on what to choose play an important role in students career choices. umteen students often are faced with uncertainty and stress as they make career choices. Many of them do not make adequate research on their own career nor do they receive adequate directions from their school guidance coordinators. Most of them are not aware of what goes into career choice. Many youth go into unsuitable careers due to ignorance, inexperience, peer pressure, advice from friends, parents and teachers or as a result of the prestige tie to certain jobs without adequate vocational guidance and career counselling. Lawer (2007) researched on assessing the effectiveness of career guidance in senior secondary schools in Kumasi Metropolitan District.He think that majority of students were not aware of major occupation groups in Ghana, knowledge of training and qualification necessar y for employment in the various occupations, conditions of work, earning and other rewards of occupation, and did not have better understanding of their career interest, aptitudes and abilities. This clearly shows that majority of them were not concerned about their future career. This situation compels one to ask whether they are given the needed guidance on available careers relating to the programmes they are pursuing. Are they aware of what goes into career choice? And what specific factors influence their choice and how do those factors influence them? This reckon therefore seeks to find out the extent to which intrinsic, adventitious, and interpersonal factors influence the choice of career of senior high students. 1. 3 Purpose of the StudyThe purpose of this study is to come in those factors that influence students decision concerning choice of career in the South Tongu District and the extent to which these factors influence their choices. In addition, the study seeks to examine the differences between intrinsic factors, extrinsic factors, and interpersonal factors in making career choice. It will also attempt to find out problems encountered by students in making their career choices. 4. Hypotheses The study desire to test a logistic regression model in which Intrinsic, Extrinsic and Interpersonal factors are assumed to influence students career (blue/white collar jobs) in the senior high schools.The following supplementary hypotheses were also tested 1. There will be significant sex differences in Extrinsic, Intrinsic, and Interpersonal factors. 2. There will be significant age differences in Extrinsic, Intrinsic, and Interpersonal factors. 1. 5 Research Questions The following research questions were also used to guide the researcher to carry out the study. 1. To what extent do Intrinsic factors influence students choice of career? 2. To what extent do Extrinsic factors influence students choice of career? 3. To what extent do Interpersonal fact ors influence students choice of career? 4. What problems do students face in making their career choices? 1. The Significance of the Study Many factors affect career choices of senior high school students. Identifying these factors would give parents, educators, and industry an idea as to where students place most of their trust in the career selection process. It will not only focus on factors influencing career choice among students in the South Tongu District, but also highlight career decision making tools that have implications for career counselling. In addition, it will equally provide an update study into how intrinsic, extrinsic and interpersonal factors influence career choice for others who wish to further research into this area of study. 1. 7 DelimitationThe study focuses on what goes on in the South Tongu District instead of looking at the country as a whole, hence its application to the country or larger population may not be reliable. 1. 8 Definition of Terms For th e purpose of this study the following operational definitions will be used Intrinsic factors include interest in the job and personality that satisfies work. In the broader sense they are basic and essential features which form part of someone quite an than because of his or her association. Extrinsic factors include accessibility of jobs and how well an occupation pays or brings benefit. They also include those essential features as a result of the individuals associations or consequences.Interpersonal factors include the influence of parents and significant others. It is concerned or involved relationships between people. Career is a pattern of work tie in to preparations and experiences which is carried through a persons life. Job is a piece of work carried out for a pay. Work physical and mental effort directed towards doing something. It is a job in the broader sense. Student refers to a learner in a senior high school. 1. 9 Organisation of the Study The whole study was organized in five main chapters.The first chapter deals with the background to the study, the statement of the problem, the purpose of the study, hypotheses, and the significance of the study, delimitations, and definition of terms. The second chapter canvassed related literatures that are relevant to the study. It considers the foregoing studies on the topic. It includes other areas like factors influencing career choice, career decision-making, types of career- blue/white collar jobs, barriers to career choice, the role of guidance co-ordinators in career choice, counselling implication of the study, theoretical modelling of the study, and the summary of the literature redirect examination.Chapter three focuses on the methodology, the research design, population, sample and sampling procedure, instrumentation- validity, reliability and method of ingathering data and its summary. Chapter four deals with data presentation and analysis, and finally, the twenty percent chapter covers discussion, summary of the major findings, conclusions, recommendations and suggestions for future study. CHAPTER TWO REVIEW OF RELATED LITERATURE 2. 1 Introduction This chapter deals with the review of related literature. It was organized under the following sub-headings factors influencing vocational choice, career decision-making, Types of career- blue/white collar jobs, barriers to career choice, the role of guidance coordinators in vocational guidance, counselling implications of the study, and the theoretical framework of the study.It ends with the summary of the literature review done. 2. 2 Factors Influencing Vocational Choice Adolescent occupational choice is influenced by many factors, including intrinsic, extrinsic and interpersonal factors. Kankam & Onivehu (2000) indicate intellectual ability, aptitudes, the school, family, personality, self-assertion, values, interest, and environmental influences as factors that influence peoples choice of career. In the same year, Bedu-Addo (2000) states the following as factors influencing career choice intellectual ability, aptitudes, the school, family, personality, self concept and self esteem, values, interest, and environmental influences.Similarly, Taylor and Buku (2006) also state abilities, needs and interests, stereotype/prestige, values, the school/educational attainment, family/parental, placement, and aspiration. Mankoe (2007) lists the following as factors that influence peoples choice of career peoples interests, abilities and personalities, peoples occupational preferences, life and work satisfaction, and employment variables. Jones and Larke (2001) researched on factors influencing career choice of African American and Hispanic graduates of a Land-grant College of Agriculture. The purpose of this study was to signalise and describe the factors that were related to African American and Hispanic graduates decisions to choose (or not to choose) a career in agriculture or a related case prior to or after college.The population for this study was all African American and Hispanic graduates who received a first degree in an agriculture-related guinea pig at Texas A & M University between May 1990 and December 1997. Five hundred and fifty-one questionnaires were mailed to respondents. The research design applied was Ex post facto and both descriptive and inferential statistics were used. The findings revealed that, various ballparkalities and differences existed among the two groups. When respondents enrolled in their first agriculture-related course did not have a major effect on their chance that they will select an agriculture-related career. However, the role of significant others and specific job-related factors is validated in this study.But having people who were not white to encourage respondents to consider an agriculture related career, increase respondents likeliness of pursuing an agriculture-related career. Respondents were more likely to pursue an ag riculture-related career if their fathers occupation was agriculture-related. Parents level of education did not play a critical role in the respondents choosing an agriculture-related career. Salary was not considered to have an impact on respondents choice of their live career nor on their choice of agriculture as a career. But having limited job opportunities in agriculture led respondents to choose other careers. Likewise, retirement plan and job opportunities impacted respondents selection of a career.Issa and Nwalo (2005) conducted a research on factors affecting the career choice of undergraduates in Nigerian Library and Information Science Schools. Data were analysed for frequency and percentage using the cross-tabs sub-programme of the SPSS. The study revealed that majority did not make the course as their first choice but ended up in the Library School as a last resort. However, those who did were influenced mostly by previous library work experience. Available sources of information on the course include parents/relations and peers. There are fairly more male librarianship students than females, indicating its popularity among both sexes. That 46. 9% of them were in the 22-26 age bracket showed that the younger undergraduates constitute the majority.The study concludes that despite the evidence of improved popularity of the programme among the respondents, it clay largely unpopular among prospective undergraduates in Nigeria when analysed with such other courses as Accountancy, Medicine and Law. It thus recommends that public knowingness about the profession and the programme be intensified by all stakeholders if it must attract some of the best brains in the country who can meet the challenges of the 21st century librarianship in Nigeria. This work was similar to that of Jones and Larke (2001) in purpose, sample and method except that while Jones and Larke focused on African American and Hispanic graduates of college of agriculture, that of Iss a and Nwalo concentrated on undergraduates in Nigerian Library and Information Science Schools. The research design applied and instrument used would be relevant to the present study.Myburgh (2005) researched on an empirical analysis of career choice factors that influence first-year Accounting students at the University of Pretoria a cross-racial study. This cross-cultural study examined the career choices of Asian, black and white students at the University of Pretoria to nominate the factors motivating Accountancy students to become chartered accountants (CA) as only two and halve percent (609) of 24, 308 registered chartered accountants in South Africa in 2005 were black, and only six percent (1,573) were Indian. Understanding the attitudes and the perceptions of CA first-year students can help course administrators/curriculum designers to align marketing and recruiting strategies with specific personal ccupational preferences of different racial groups enrolled for local anest hetic CA courses. Survey design was used. Questionnaires are used in collecting data with a sample population of 550 and descriptive statistics used in analysis data collected. The finding revealed that performance in Accounting at school and the advice of parent, relatives and school teachers greatly influenced the students decision to become chartered accountants. All the three racial groups ranked accessibility of employment as the most important benefit of CA career and the employment security as the second most important. The equal of education and the difficulty of qualifying as a chartered accountant were identified as a problem.The purpose, sample and method used in data collection were similar to that of the above authors except that he focused on first year Accounting Students of the University of Pretoria. His finding on cost of education as a problem was similar to that of Amedzor (2003) and Borchert (2002). The methodology used here would be relevant to the up-to-the -minute work. Trauth, Quesenberry & Huang (2008) researched into A Multicultural Analysis of Factors Influencing Career Choice for Women in the Information Technology (IT) Workforce. This article presents an analysis of cultural/actors influencing the career choices of women in the IT workforce. They employed the individual differences conjecture of grammatical gender and IT as a theoretical lens system to analyze a qualitative data set of interviews with 200 women in different countries.The themes that emerged from this analysis speak to the influence of cultural attitudes about maternity, childcare, parental care and working outside the home on a womans choice of an IT career. In addition, several additional socio-cultural factors served to add further variation to gendered cultural influences gendered career norms, social class economical opportunity, and gender stereotypes about aptitude. These results lend further empirical support to the emergent individual differences theo ry of gender and IT that endeavours to think within-gender variation with respect to issues related to gender and IT. They also point to areas where educational and workplace interventions can be enacted.This work was similar to others as far as purpose is concerned however, it focused just on women in the Information Technology Workforce. Borchert (2002) researched on career choice factors of high School Students. It aimed at finding out how potent were factors of personality, environment and opportunities in making career choice. The purpose of the study was to identify the most important factor within these three factors that 2002 Germantown High School senior students used in deciding upon career choices. A survey was the selected instrument device with a sample population of 325 and both descriptive statistics were used in analysing data collected. The finding revealed that, personality factors were identified as most important in choosing career.Environmental factors were no t significant in making their choice, though they did not show outright disregard for them. There are opportunities for educational facilities and industries where students find themselves intellectually qualified for certain areas but lacked money needed to complete their training. His finding on lack of money to complete their training was similar to that of Amedzor (2003) and Myburgh (2005). The research design used, data collection procedure, and areas of assessing students choice were related to the present work. take (2006) researched into Factors Influencing Career Choices of Adolescents and Young Adults in Rural Pennsylvania.The qualitative study reported here explored factors that play key roles in rural high school seniors and young adults career choice process. Interview was used in collecting data from 12 focus groups from 11-county rural areas in the central Pennsylvania using earnest sampling. The cultural and social context of family and community were found to be i nstrumental in how youth learn about careers and influential in the choice process. The economic and social circumstances of the broader community coloured and influenced the youth perceptions of appropriate career choice. Extension strategies that target parents and community to increase their involvement in youth career selection can promote sound career decisions. This work was similar to that of Borchert (2002).However, it used interview and concentrated on a focus group. The areas of assessing students choice were related to the present work. Adjin (2004) researched into career choice in senior secondary schools a case study of Sogakope lowly and Dabala Secondary Technical Schools in the Volta Region of Ghana and used descriptive research design. He focused on factors that influence career choice, how proficient are the counsellors in handling students vocational problems in making career choice and ways of improving career/vocational education. He made use of stratified sampl ing with a sample population of 200 respondents and descriptive statistics was used in analysis of data.The result of the study showed that interest was the most motivating factor that influenced career choice among students in Sogakope Senior Secondary and Dabala Secondary Technical Schools considering ability, interest, monetary reward, and prestige. Also majority of the students of Sogakope and Dabala second cycle schools received help from their parents/guardians in choosing career and some gave no reason for making their choices. Responses collected also indicated that there were guidance coordinators in the schools who organised talks on career choice, decision making and good study habits. However, other areas like problem solving, field trips/visit, group guidance/counselling, individual counselling were not all effective. His work was similar to that of Borchert (2002), Amedzor (2003), Annan (2006) and Edwards and Quinter (2011) in purpose, method and target group.By contra st previous research by Amedzor (2003) and subsequent researches by Annan (2006) and Edwards & Quinter (2011) showed prestige, personality, and advancement opportunities and learning experiences respectively as the most important factors that influence choice. The research design, instrument used and the areas cover in this work were similar to the present study. Amedzor (2003) researched on career guidance needs of junior secondary two pupils in Ho Township basic schools and used descriptive survey design. It focused on career guidance needs of adolescents in the basic schools, factors that militate against effective guidance services and factors that relieve the delivery of guidance services in schools. She used simple random sampling and sample population of 200 respondents and descriptive statistics used in analysis of data.Her research showed that, prestige was the most important factor that influences career choice of students in Ho Township considering prestige, personal int erest, and parental influence. And they also need fiscal support for training towards their chosen careers. Most of them shared the view that they need an expert to counsel them on how to choose, train, enter and be established in a career. Majority of the coordinators were not train, and guidance activities were below average and students were not willing to approach the coordinators. Her areas of assessment are covered in the current study. Though, the researcher looked at factors that influence choice like others, it mainly focused on identifying career guidance needs of junior secondary two pupils.The sampling procedure, research design and instrument used were similar to the present study. Annan (2006) examined factors affecting career choice among senior secondary school students in Shama Ahanta East Metropolis and used descriptive survey design. He used simple random sampling and sample population of 200 respondents and also used descriptive statistics in analysis of data. Th is study revealed that personality was most influential factor that influenced career choice among senior secondary students in Ahanta East Metropolis and significant others as the least factor taking into consideration (ability, personality, material benefit, home background, gender factors, and significant others).Adolescents have difficulties in how to choose a career and there was adolescent male gender biased in career choice as compared to female counterparts. It was similar to that of Borchert (2002), Amedzor (2003), Adjin (2004), Annan (2006) and Edwards and Quinter (2011) in purpose, method, and target group. The methodology used and the purpose of the study relate to the current work. Edwards and Quinter (2011) researched on Factors Influencing Students Career Choices among Secondary School students in Kisumu Municipality, Kenya. The purpose of this study was to examine factors influencing career choice among form four secondary school students in Kisumu municipality, Keny a. The study was conducted using descriptive survey design with a population of 332 students.The data for this study was collected using questionnaire and interview schedules. The findings of this study indicate that availability of advancement opportunities and learning experiences are the most influential factors affecting career choices among students. While males reported learning experiences and career flexibility as the most influential factors, females however reported availability of advancement opportunity and opportunity to apply skills as the most influential factors. However, no variance was reported for persons influencing career choice by gender. The methodology used and the purpose of the study relate to the current work.Despite the fact that much has been written about the individual variables influencing career choice, the literature review however, revealed that very little empirical studies on this subject matter exist especially regarding the factors influencing career choice among senior high students in the South Tongu District of the Volta Region, Ghana and the differences that exist among these factors. This study will, therefore, serve to fill up the missing gap in this aspect of the literature. 2. 3 Career Decision Making Decision making can defined as an act of choice by which an executive selects one particular course of action from among possible alternatives for the attainment of a desired end or as a solution to a specific problem (Attieku, Dorkey, Marfo-Yiadom & Tekyi, 2006). It involves conscious or unconscious attempt at making a choice out of competing alternatives. It implies selecting from alternative policies, procedures, and programmes.Career decision making is vital as the country is faced with the problem of unemployment which is the result of poverty and other social vices in the country. The previous Government introduced the Youth Employment Programme to address the situation. It aimed at facilitating job creation an d placement of youth in the various economic ventures as well as social services in all districts throughout the country. The programme consists of ten modules out of the JHS/SHS graduates qualify to undertake 1. Youth in Agri-Business 2. Community Protection System 3. Waste and Sanitation Management Corps 4. Auxiliary Health Care Workers Assistants (Micah, 2007). However was this able to eradicate the problem of unemployment? For the hild to make a better decision about choice of career he must be helped in the areas below Self awareness Educational awareness Career awareness Career exploration, and Career planning and decision making (Gibson & Mitchell, 1995). Self awareness Each child must be aware of and respect his/her uniqueness at an early age as human beings. Knowledge about ones aptitude, interests, values, personality traits, abilities and others is very essential in the development of concepts related to self and the use of these concepts in career exploration (value clarification, group guidance films and video tapes written assignments and standardized test).Puplampu (1998) posit that for one to make good choices, he needs career guidance or career counselling, needs to be aware of him/her self, and to have knowledge of occupations and options available. Educational awareness It is very essential in career planning for one to be aware of the relationship between self, educational opportunities and the world of work (group guidance, games related to hobbies and recreation, guided activities). Career awareness Students at all levels of education should be assisted to have a continuous expansion of knowledge and awareness about the world of work. At each level students should be assisted to develop recognition of the relationships between values, life styles and careers (through films, career days, interest inventory).They are to be aware of relationships between desirable school habit responsibility, punctuality, efforts, verificatory human re lationships and good worker traits. Career exploration This signifys a well designed, planned inquiry and analysis of career that are of interest. Comparisons, reality testing, and standardised testing, and computerised programmes may be useful. Career planning and decision making Students at this level are to be helped to take control of their life and become an active divisor for shaping their own future. They need to finalize down their career possibility and then move on to examine and test these options as critically as possible.Students need to be aware of the process of decision making and choosing between competitive alternatives, examining the consequences of specific choices, the value of compromise, and implementing a decision. Students are to recognise the impact of their current plan and decision making on their future. Knowledge about the above helps students to make informed decision and enable then to cope with career development tasks posed by the society during their school period. Students at this level are influenced by what they see around them- family, friends, neighbours, televisions or in movies. That is why experts suggest that students need to be aware of themselves, and the world around them in order to fully understand and make use of information about their individual interests and what exist beyond their immediate world.It is helping them to explore their likes and dislikes, expand their understanding of the world at large, and enhance their knowledge of how business works. The whole aim is to provide students with the broadest opportunity to learn and grow. In addition to the above, the following theories will also help the individual to be equipped with personality factors, environmental factors and other factors that influences choice of career. 1. Trait-and-factor Theory 2. washbasin Holland Career Choice Typology 3. Anne Roe Personality/Need Theory 4. The Ginzberg, Ginsburg, Axelrad and Herman Theory 5. Donald Supers Deve lopmental/self-concept Theory 6. Four- Humors Theory 7. Social-Cognitive Theory 2. 3. 1 Trait and Factor/Actuarial Theory of Career DevelopmentIt is also called matching or actuarial approach. It is referred to as the oldest theoretical approach to career development and Parsons as the agent (Kankam & Onivehu, 2000). It is based on the measurement of individual characteristics denoted as traits and factors. Traits refer to characteristics typical of the individual over time, relatively stable, consistent in situations and provide a butt for measuring, describing and predicting behaviour. Factor refers to a construct which represents a group of traits that correlate with each other. Williamson (1939, 1949) cited in Zunker (1990) was one of the prominent advocate of trait-and-factor counselling.Utilization of Williamsons counselling procedures maintained the early impetus of trait-and-factor approach evolving from the works of Parsons. Even when integrated into other theories of car eer guidance, the trait-and factor approach plays a very important role. Some of the basic assumptions that underlie the trait-and-factor theory are 1) Every person has a unique pattern of traits made up of interests, values, abilities and personality characteristics, these traits can be objectively identified and profiled to represent an individuals potential 2) Every occupation is made up of factors required for the successful performance of that occupation.These factors can be objectively identified and delineate as an occupational profile 3) It is possible to identify a fit or match between individual traits and job factors using a reliable forward problem-solving/decision making process. 4) The closer the match between personal traits and job factors the greater the likelihood for successful job performance and satisfaction. Some assumptions of this theory by Miller, and Klein and Wiener are below Miller a) Vocational development is a cognitive process b) Occupation is a singl e event choice is greatly stressed over development c) There is a single right occupation for everyone there is no recognition that a worker might fit well into a number of occupations. ) Single person works in each job one person- one job relationship e) Everyone has an occupational choice (http//faculty. tamu. commerce. educ/crrobinson/512/tandf. htm) Klein & Wiener a) Each individual has a unique set of traits that can be measured reliably and validly. b) Occupation require that workers possess certain traits for success c) Choice of occupation is straight forward process and matching is possible d) The closer the match between personal characteristics and job requirements, the greater the likelihood for success-productivity and satisfaction (http//faculty. tamu. commerce. educ/crrobinson/512/tandf. htm) It called for clear understanding of oneself.Knowledge of job requirements, conditions of success, and true reasoning in relation to these two groups of facts. This theory is use d by many career practitioners in one form or another. Many of the aptitude, personality and interest tests and information materials that emerged from this approach have involved and remain in use up to now e. g. General Aptitude Test Battery, occupational profiles and ever expanding computer-based career guidance programmes. Trait-and- factor theory is criticised as not able to produce a sodding(a) match between people and jobs (Walsh, 1990) and became increasingly unpopular in the 1970s, describe as going into incipient decline (Crites, 1981).In essence, the trait-and-factor approach is far too narrow in scope to be considered as a major theory of career development. However, we should recognize that standardized assessment and occupational analysis procedures stressed in trait-and-factor approaches are useful in career counselling (Zunker, 1990). In addition to the above, trait-and-factor theory focuses on personality factors without considering the influence of environmental f actor like availability of jobs to match the individuals trait and interpersonal factors in career choice. And can not provide enough bases for the current studies. 2. 3. 2 John Hollands Vocational PersonalityJohn Hollands theory shows that there is a match between an individuals career choice and his or her personality and numerous variables that form their background (Zunker, 1990). concord to this theorist, once individuals find a career that fits their personality, they are more likely to enjoy that particular career and to stay in a job for a longer period of time than individuals whose work do not suit their personality. He groups individuals into six basic personality types. Hollands theory rests on four assumptions 1. In our culture, persons can be categorized as one of the following Realistic, Investigative, Artistic, Social, Enterprising, and Conventional. 2.There are six modal environments realistic, investigative, artistic, social, enterprising and conventional. 3. Peop le search for environments that will let them exercise their skills and abilities, express their attitudes and values, and take on agreeable problems and roles. 4. Behaviour is determined by an interaction between personality and environment (Bedu-Addo, 2000). According to Holland, realistic personality types are practical, stable, self-controlled, independent and down to earth. They enjoy working with their hands, especially in projects which allow one to be physically active, they may be a doer. These individuals are physically strong and have very little social know-how.They are oriented towards practical careers such as labour, farmer, truck driver, mechanic, construction work, engineer or surveyor, landscape architect, aircraft mechanic, dental technician, electrician, athletic trainer, carpenter, licensed practical nurse, archaeologist, hairdresser, physical therapist, dressmaker, fire fighter, caterer, plumber, x-ray technician, and so forth According to him, the investigativ e personality types are conceptually and theoretically oriented. Investigators are observant and curious about things around them. Typically they are inquisitive and intellectually self-confident as well as quite logical. They transfer in situations that call for creative or analytical approach. They are thinkers rather than doers. They enjoy working on their own. They are best suited for careers that offer clearly defined procedures, research and the chance to explore a wide range of ideas are the best choices for investigating people, e. g. ractical nursing, medical lab assistant, pharmacist, ecologist, math teacher, medical technologist, research analyst, surgeon, dietician, physician, police detective, veterinarian, meteorologist, horticulturist, dentist, computer analyst, science teacher, technical writer, science lab technician, computer system analyst, military analyst, college professor, lawyer, consumer researcher, astronomer, computer security specialist, horticulture, em ergency medical technology, respiratory therapy, operative technology, dental assistant, water and waste technology, computer languages, computer sciences, economics, biochemistry, geology. According to Holland, artistic personality types are original, innovative, imaginative, and creative. They prefer situations that are relatively nstructured and interact with their world through artistic expression, avoiding conventional and interpersonal situations in many instances. They do well as painters, writers, or musicians, artist, English teacher, drama coach, music teacher, graphic designer, advertising manager, fashion illustrator, interior decorator, photographer, journalist, reporter, cosmetologist, librarian, museum curator, cartographer, dance instructor, entertainer, performer, architect, etc. According to theorist, social personality types are understandable, friendly and people oriented. These individuals often have good verbal skills and interpersonal relations. They are helpe rs and enjoy jobs that let them interact with people.They are well equipped to enter professions such as teacher, social worker, counsellor, youth services worker, recreation director, physical therapist, occupational therapist, extension agent, therapist, teacher, force play director, funeral director, minister, chamber of commerce executive, athletic coach, claims adjuster, parole officer, attorney, sales representative, fitness instructor, cosmetologist, paramedic, mental health specialist, social worker, nurse, dietician, information clerk, child care worker, sound agent, airline personnel, receptionist, waiter/waitress, office worker, home health aide, career counsellor, etc. According to him, enterprising personality types are gregarious, dominant and adventurous. They are generally forthcoming and will often initiate projects involving many people and are good at convincing people to do things their way. They have strong interpersonal skills and enjoy work that brings them i nto contact with people.They are best counselled to enter career such as real estate appraiser, florist, lawyer, TV/radio announcer, branch manager, lobbyist, insurance manager, personnel recruiter, office manager, travel agent, advertising agent, advertising executive, politician, business manager. According to Holland, conventional personality type refers to those individuals who show a dislike for unstructured activities. They enjoy collecting and organizing information in effective and practical way. They are often like being part of large companies though not necessarily in leading positions. They enjoy steady routines and following clearly defined procedures.They are best suited for jobs as subordinates, banker, file clerks, accountant, Business teacher, bookkeeper, actuary, librarian, proof reader, administrative assistant, credit manager, estimator, cad operator, reservations agent, bank manager, cartographer cost analyst, court reporter, medical secretary, auditor statisti cian, financial analyst, safety inspector, tax consultant, insurance underwriter , computer operator, medical lab technologist, cashier, hotel clerk, etc. It has been employed as popular assessment tools such as the Self-Directed Search, Vocational Preference Inventory and Strong Interest Inventory. Dictionary of Holland occupational recruit came as a result of Hollands work. John Holland created a hexagonal model that shows the relationship between the personality types and environments. pic Figure 2. 1 Holland Hexagonal impersonate It could be noticed that the personality types close to each other are more alike than those farther away.We can see this most clearly when we compare the personalities opposite each other, on the hexagon. For example, read the description of the types for Realistic and Social. You will see that they are virtually the opposite of each other. On the other hand, Social and Artistic are not that far apart. Holland topology is based on the following key c oncepts Congruence it refers to the degree of fit between an individuals personality orientations and actual or contemplated work environment. One is believed to be more satisfied with his career and can perform better if he is in a congruent work environment. Consistency it refers to the degree of relationship between types or the various classifications.Types that are adjacent on the hexagon have more in common than types that are opposite. For instance, the conventional type might be more realistic and enterprising than be artistic. Differentiation it is the establishment of differences or a difference among two or more things. It refers to the degree to which a person or his environment is clearly defined. Vocational identity extent to which a person has a clear self perception of his or her characteristics and goals, and to the degree of stability which an occupational environment provides.Hollands theory is criticised as basically descriptive with focus on exposition of ca sual basis of time period in development of hierarchies of the personal model styles. He was concerned with factors that influence career choice rather than development process that leads to career choice (Zunker, 1990). This theory focus mainly on how a personality can be matched with a career rather than how other factors like environmental and/or interpersonal factors influence the individuals choice. It is therefore limited as far as the current research is concerned. 2. 3. 3 Anne Roes Personality/Need Theory Akinade, Sokan and Oserenren (1996) posit that this theory see ones need as the main determinant of the spirit of an individuals interests including vocational interest.This theorist was of the view that career choice is based on childhood orientation or experience at home to satisfy needs and that people choose occupation that satisfies important needs. This theory attempts to understand, make meaning of, and utilize individual motives, purposes and drives to support care er development. She believed work can satisfy needs in different ways hence classification of occupation into eight groups. According to Roe (1956) cited in Zunker (1990), the first five can be classified as person-oriented and the last three as non-person oriented. 1. Service (something for another person) 2. Business contact (selling and supplying services) 3. Organisation (management in business, industry and government) 4.Technology (product maintenance, transportation of commodities ) 5. Outdoors (cultivating, preserving natural resources) 6. Science (scientific theory and its application) 7. General culture (preserving and transmitting cultural heritage) & 8. Arts and Entertainment (creative art and entertainment) Anne Roes theory was based on Abraham Maslows hierarchy of needs stated in this order 1. Physiological needs 2. Safety needs 3. Need for belongingness and love 4. Need for importance, respect, self-esteem and independence 5. Need for information 6. Need for understa nding 7. Need for beauty and aesthetic 8. Need for self-actualization

7 Dimension

7 Dimensions of Religion The religion that Ive picked is Taoism and Im going to talk ab turn up 7 dimensions of Taoism. matter-of-fact and Ritual Dimension In Taoism, the practical bequeath held on every month 1st and 15th (Chinese calendar). According to the traditional every family shall wake up early morning and pray to the god by using incense stick and candle. They can bless their wish to the god when they are praying. Normally the practices leave al wholeness use harvests as their offering.The practices will take 1 hour or 2 hours but the prayers can leave afterward they had pray to the god, just time lag for their oblation to make sure that had received by the god. In Taoism the ritual will happens on some important days like Chinese late Year, Qing Ming and Hungry Ghost festival. The ritual for this three festivals have some similar part, first of all, food may be set out as anoblation or move over to the spirits of the deceased or the gods.Example like Chinese New Year, the food is sacrifice to the god and Qing Ming the food will be sacrifice to our ancestor and Hungry ghost festival is definitely to the ghost and also our ancestor that out from the underworld. In this festivals, another type of sacrifice involves the burning of Joss root and Hell Bank Notes, on the assumption that images thus consumed by the fire will reappear, not as a mere image, but as the literal item in the spirit world, making them available for revered ancestors and departed loved ones.Experiential and Emotional Dimension Experiential and Emotional Dimension When a Taoism prays they will bless and say their wish to the god, and at last they will ask the god by two ways, one is toss two coin and if the coins stage tail and head it mean the god received your wish and mostly will become true and 2nd way is by shaking the pipage fill in will many bamboo sticks and on the every bamboo have 1 special meaning word, it will represents the prophecy, the 1st stick drop ou t is your prophecy. Narrative or Mythic DimensionThe Hungry Ghost Festival of Chinese Taoism is also the Ullambana Festival of Buddhism. Commonly called Ghost Festival or Mid-July Festival, it waterfall on the fifteenth of every lunar July. There is a mythic that people believe lunar July is a month that all the ghosts will come out from the hell, something like Western cultures Halloween. It is believed that the gates of hell are open, releasing hungry ghosts to the earth to search for food and see their family. So people lessen up lanterns on roadsides or put lanterns in the river and provide shoes for the convenience of the ghosts.And they pray for their ancestors to bless later generations. Doctrinal and Philosophical Dimension Spiritual, one of the important term in Taoism. Taoists believe that human is a microcosm for the universe. The body ties directly into the Chinese five dollar bill elements. The five organs correlate with the five elements, the five directions and the seasons. Like the Hermetic maxim of as above, so below, Taoism posits that human beings may gain slamledge of the universe by understanding himself.In Taoism, various rituals, exercises, and substances are said to positively affect ones physical and mental health. They are also intended to align ones spiritually with cosmic forces, or alter ecstatic spiritual journeys. These concepts are basic to Taoism in its elite forms. Internal alchemy and various spiritual practices are used by some Taoists to make better health and extend life, theoretically even to the point of physical immortality. (Taoism,Doctrinal and Philosophical , n. a, n. d)Ethical and Legal Dimension Taoists believes that man after death will go to hell to receive the punishment for your sins. So that, what you did now will affect your next life. So Taoists is encourage doing charity and helps the people that needed to payback what the sins you have did before. kindly and Institutional Dimension During the festiv al, Taoist will go to temple to pray and get bless from the god, example like, the God Birth. Taoist will buy fruit and joss paper as the oblation. Material DimensionTaoisms temple most of all will build with many sculpture, example like Dragon and Kylin (Mythical Chinese animal) know as by Chinese unicorn. In front of the temple, there is a censer placed there for people to pierce the incense stick after they pray to the god. Inside the temple, the god statue will placed at the center of the temple. Different temple will place different kind of god statue be which gods temple is that. Reference Taoism Doctrinal and Philosophical, (n. a,n. d) Retrieved on 6/9/2012 from http//en. wikipedia. org/wiki/Taoism

Assignment; Bias, Rhetorical Devices, Argumentation

An example of bias within this speech would be to point out and make public the dish 1sty, the downright villainy, of Boss Jim W. Gettys political utensil now in complete control of the government of this state One example of fallacies that I found in this speech was Now, however, I have roundthing more than than a hope. And Jim Gettys Jim Gettys has something less than a chance. Every straw vote, each independent poll shows that Ill be elected. Now I can afford to make some promises Some rhetorical devices found in this speech were Alliteration Now, however, I have something more than a hope.And Jim Gettys Jim Gettys has something less than a chance. Every straw vote, every independent poll shows that Ill be elected. Now I can afford to make some promises Alliteration The working man The working man and the spend child know they can expect my best efforts in their interests. The decent, ordinary citizens know that Ill do everything in my power to protect the underprivileg ed, the underpaid, and the the underfed Alliteration Heres one promise Ill make, and boss Jim Gettys knows Ill keep it Hyperbole with one purpose only to point out and make public the dishonesty, the downright villainy, of Boss Jim W.Gettys political mechanism now in complete control of the government of this State Paradox Well, Id make my promises now if I werent too busy arranging to keep them. The vocaliser addressed arguments in the first paragraph of the speech by stating that because of Jim Gettys control he had no hope of being elected. In the second paragraph however, he reinforces that he is being elected by stating, Now I can afford to make promises By doing this, he is preparing to address any potential counterarguments by shaping his speech to combat what the opposition might say.

Brand Equity to Customer Loyalty Essay

An examination of chump equity leading to guest dedication in the array industry using the Loyalty Ladder poser.AbstractPurpose The aim of this report card is to examine if there is a correlation between denounce equity and gull faithfulness. The author testament research the sources of provoker equity for three outside(a) clothing companies Abercrombie & foumart, Marks & Spencer, H&M and impose each guild to the Loyalty Ladder.Methodology Secondary literature was use doneout this study, generally including yearbook Reports, Academic Journals & Datamonitor reports.Findings All three companies go through a strong spot image and they do fork over galore(postnominal) another(prenominal) clients who ar loyal to their products. All companies follow upd growth in revenue in 2010. The companies examined are now in the process of growing their businesses in emerging trades. The devotion of customers does reside but it is principally delinquent to the com panies innovative tradeing strategies, which ease up resulted in increased revenues within the companies. Constant blade re-enforcement is highly important to keep customers loyal to a brand.1.0 IntroductionKeller (1993) recognised two reasons to study brand loyalty for financially base reasons and to improve selling productivity. Tolba & Hassan (2009) studied the correlation between brand equity and customer loyalty which has seen significant research over the years. The authors conducted an in-depth study of 17 brands within the automobile industry. The findings showed that loyalty and comfort were the strongest predictors of brand preference and intention to purchase. The research was humble d suffer into three areas those who had never tried the brand, those who had tried once and those who had purchased the product. ( get experiences 1.0-1.2).For those who had never tried the brand, they would not have been satisfied or loyal to a brand as they had never tired it. Per ceptions of the brands image and value towards the brand impacted the results, therefore branding is fundamental frequency in creating a personality and image of the brand that the customer can relate to. Patwardhan & Balasubramanian (2011) have taken brand equity one step further and discuss consumer attraction to brands. The authors believe that attraction and squeeze with a brand will increase loyalty to a higher level a deeper and more than intense level. The customer will experience security and trust the brand.We define brand dream as a state of emotional attachment (evoked in response to the brand as a stimulus) that is characterized by strong positive affect toward the brand, high arousal caused by the brand, and a runency of the brand to decree the consumers cognition. Brand romance is subject-specific. Different consumers may enjoy different levels of romance with respect to the same brand.Pawardhan & Balasubramanian conducted a study on numerous undergraduate stude nts and asked them specific questions in relation to brand loyalty. The outcome of the study found that brand romance did exist even though the feelings and emotions behind the romance were not explained. There were a certain brands which kept re-occurring as brands with which students felt romantic about. These were Nike, Ford, Coca Cola, Dr. Pepper, Cingular, hyphen and Abercrombie & skunk.The author of this paper believes that if marketing managers could harness this idea and connect customers emotions and feelings to their brands, it may increase loyalty specially in such(prenominal) a competitive market it could help to retain more customers. If a customer experiences romance they may have a longer lasting relationship with a brand. Marketers have spend a pennyd the supposition of the The Loyalty Ladder. The rungs on the political campaign represent perspective, customer, client & advocate. (See Figure 2.0).The idea of the romance be that a customer would remain on the top rung of the ladder for longer if the relationship was on a deeper level.2.0 Abercrombie & FitchAaker and Mc Laughlin (2007) highlight the sources of brand equity (See Figure 3.0) brand awareness, brand association, sensed lineament & brand loyalty. Brand awareness relates to the presence of the brand in the mind of the customer. Brands with high visibility flow to be purchased more frequently and in addition need to be maintained in the market place to re-enforce the brand awareness. As stated above, Abercrombie & Fitch is a brand name which people felt potently about it has international brand awareness and brand association. The brand is perceived as high quality, fashionable and American. Abercrombie & Fitch have a huge loyal customer following. Lane (2007) describes the brand as being targeted at 18-22 year olds, mainly college students. The troupe was established in 1892 and went bankrupt in the 1970s. The ships federation was re-branded in the 1980s to become a h uge success.The yearbook report states thatThe attach to considers the in-store experience to be its primary marketing vehicle. The Companys marketing strategy emphasizes the senses to reinforce the aspirational lifestyles represented by the brands. ..The Company too engages its customers through amicable media and mobile commerce in ways that reinforce the aspirational lifestyle of the brand.Abercrombie & Fitch Annual Report 2010.Abercrombie & Fitch advertisements are all very consistent black and white, braless men, beautiful males and females and often very sensual. (See Figure 4.0).Abercrombie and Fitch are famous for having had many controversial pieces of clothing and advertisements in the past but this has added to their brand image and increased media awareness. When the recession threatened many companies, Abercrombie & Fitch did not reduce sales prices, as they did not want to take away from the brands image and perceived high quality. The company did suffer a reductio n in sales, however, to overcome this, management opened stores in new and emerging markets as the American market was maturing. Abercrombie & Fitch opened their first store in London in 2007 and have opened their doors in Japan to a new loyal market of young advocates. (They also sell online to the Chinese market).In the past few years there has been a shift in Chinese and Japanese culture. Teenagers in particular have become Americanised. Abercrombie & Fitch is a very popular brand in these countries as it represents the American way of life. In a study conducted by Parker et al (2004) it was found that the three most important aspects to a teenager were style, looking and fit. Abercrombie and Fitch certainly contain these three elements. Tully (1994) supports the idea that it is relatively easy to puzzle out a globular teen strategy & suggests that it is easy to form a global teen strategy, as teens around the valet de chambre tend to have similar attitudes.The research condu cted by Parker et al (2004) showed this to be slightly untrue as US and Japanese teenagers tend to have more similarities towards the Chinese teenagers, as teenagers in China have less disposable income. However this is changing as China is an important emerging market. The Abercrombie & Fitch annual reports state that stores across China and Hong Kong are due to open in 2012.The author of this paper believes that the Abercrombie and Fitch brand is a perfect example of a brand romance. There are no loyalty cards or personal accounts to entice customers to climb the ladder. The famous brand and its image is enough to create an intense and emotional feeling within teenagers and young adults to become advocates of the brand. The loyal advocates (mainly 18-22 years old) of the brand remain perched on the top rung of the ladder until the next generation takes its place.The loving relationship lasts for approximately quad years, until the customer topples from the top rung of the ladder . Abercrombie and Fitch also have other brands (Hollister & Gilly Hicks), which are not discussed in this article. What is different about this brand is how the company do not offer cards, accounts etc. like many other companies. Through their website they offer the chance to work in their stores and become a store model. Another perfect example of how aspirational this brand really is. (Abercrombie & Fitch official website)3.0 Marks & Spencer (M&S)As mentioned antecedent Aaker and Mc Laughlin 2007 highlight the sources of brand equity (See Figure 3.0) brand awareness, brand association, perceived quality & brand loyalty.. Marks and Spencer (M&S) were famous for their fleeting sales even before the recession and were faced by a takeover bid by Sr. Philip Green. M&S did not reduce their premium prices and instead invested heavy in a marketing drift which eventually proved to be a success. (Marketing purchase order UK 2010). The net profit was 526.3 million in the financial year ending 2010, an increase of 3.6% over 2009. (See Figure 5.0) Campaigns to re-enforce the M&S brand included the 125 years campaign, taglines included quality cost paying for and quality worth every penny (See Figure 6.0). These campaigns also feature famous celebrities such as Twiggy, Mylene Class & Danii Minogue. (Marketing Society UK 2010).Walshe (2008) discusses M&S in the marketplace (See Figure 7.0). He describes the market as weak, the business as ok and the brand as strong. If a marketing strategy can successfully increase awareness of the brand then sales will increase. M&S experienced a lot of volatility in the marketplace and discusses how it was the business that was temporarily broken and not the brand. Through a strategy of changing product ranges, motivating employees and reminding customers about the brand and what it stood for, the company increased its profits. Throughout the marketing campaigns, the message of quality and good value was kept consistent so the bran d association remained the same. Different forms of advertising have been researched to identify which types can affect brand association.The discussions are mainly broken into two categories price and non-price advertising. (Kaul et al 1989, as cited by Clayton & Heo 2011). Non-price advertising can be described as differentiation or reminder advertising (Mitra and Lynch 1995, as cited by Clayton & Heo 2011). In a study conducted by Clayton and Heo (2011) on whether advertising affects brand association, the study concluded that promotional based messaging lowers the brand image, attitudes and acquaintances of the brand.The authors do state that value-oriented messages have the ability to deteriorate brand associations. M&S have also created their brand as an association to corporate social responsibility, including expenditure in areas of clime change, sustainable raw materials and waste. (Datamonitor 2011 (a)). Customers perceive M&S to be a brand of high quality which the comp any incessantly communicate in advertising campaigns. Tresidder (2010) in an article discussing a food campaign by M&S describes how the slogan is This is not just food. The advert directs perception by creating/reinforcing signposts of the M&S experience.Thus, the text directs perception while guiding the social and cultural significance of the images used, a conversion process takes place in which meaning is guided by changing perception through various techniques such as the use of text, changes in context and the meaning of the gastronomic experience (Marshall, (2005) as cited by Tresidder (2010)).As stated earlier the loyalty ladder consists of four components prospect, customer, client and advocate. In Tolba and Hassans (2009) research discussed earlier, the research showed that people who never tried a brand based their assumptions on which brands they preferred based on the image and attitude. In relation to M&S, a prospect customer will rely on advertisements, word of mout h, physical outlook of store and any other media skirt the brand. M&S are opening new stores in emerging markets and will have many more prospect customers as impertinent to the maturing home(prenominal) market. Once prospect customers have stepped up the ladder from prospect to customer, M&S offer a M&S credit card which gives the cardholder points.A premium card is also available got frequent shopper who are clients and advocates which offers treble points. (marksandspencer.com). Clients and advocates of M&S tend to be of a mature age and trust the M&S brand. More recently M&S have used celebrities in their adverts to gain a younger market share. The company is also the leading department store retailer in the UK. The clothing and fashion segment is estimated to have light-emitting diode to such leadership. (Datamonitor 2011(a)) . Huang & Huddleson (2009) conducted a study on own brand products and concluded that own-brands can often have a product advantage over competition wh ich creates a competitive advantage because the retailer is creating their own products, they put more effort into the production and image of the product.Marks and Spencer have launched an internet channel through M&S Direct. Customers can shop online and a new facility called Shop your trend alters customers to order online, in stores or over the phone. Products are delivered foreswear of charge to the nearest store. Through M&S direct, customers can join discussions and see what is happening in their local stores. shew and Quinton (2009) discuss viral communities and how they impact the on loyalty ladder. They state how impostant social networks are for marketers and how they act as a conduit for intra customer dialogue.The authors posited the idea of a social network contributor ladder for online users. This understanding will enable marketers to communicate more effectively with both the influencers and other members of the social network ladder. (See Figure 8.0) March and Quinton (2009)4.0 Hennes & Mauritz (H&M)A prime example of a strong own brand image is the Swedish company H&M. Mc Coll & Moore (2010) conducted a study to examine own brands and product brands. It has been increasingly competitive in the past few decades with companies setting up stores internationally. The authors discuss that own brands such as H&M will be more successful if they reflect the corporate brand image which must also be strong in the marketplace. Own brands have more control over products which gives them a competitive advantage. (Mc Coll & Moore 2010). H&M is a global brand based on its value creating retail image. H&M have built their powerful brand based on a business model of fashion and quality at the best possible price. (Ilonen et al 2010). H&M mainly create brand awareness through television, internet,and mobile phone. H&M have an iphone application and online bet on Mytown, where players can view virtual goods. (WARC news Sep 2010).In April 2011 H&M launche d its free Android application. This enables customers to browse clothing, check out offers and watch exclusive videos. There is a huge international brand awareness of H&M, with stores operating throughout Europe, South Korea & Israel. The company is now focusing on new emerging markets such as Romania & Croatia and opened their first stores in these countries in 2011. H&M have sponsored celebrities in the past to create a strong brand association. They chose those who they perceived were most suitable to position H&M as an upscale fashion retailer offering clothing at best price, Roberto Cavalli, Jimmy Choo & Madonna are examples of celebrities who endorsed the H&M name. (Datamonitor 2011 (b))H&M has a riotous retail policy & quickly follows market tends to deliver merchandise to its outlets daily. The loyal customers of H&M tend to be young and fashion conscious. H&M has kids, women and mens clothing shoes and accessories. The company has experienced revenue growth year on year even throughout the recession ( See Figure 9.0). In relation to the loyalty ladder, as discussed earlier by Tolba & Holsan (2009) a prospect customer will purchase based on perception and image of the brand. There is no doubt that this brand has a strong market presence. Also, as most of the customers are younger there will be more of an influence by friends, peers and the fashion industry to conform to trends. (Parker et al 2004) . Some companies have reduced mobile marketing colloquy during the recession but as mentioned earlier, H&M rely heavily on mobile marketing.They use technology to communicate discounts etc. very often people who encounter these messages send them on to friends, this results in a usually a 50% increase of people in-store. H&M see this as a success in creating massive footfall in their stores. (Carter 2008).This form of marketing is also useful as when people send on these messages, it can draw prospect buyers into the stores. Once the prospects have climb ed to the next rung of the ladder and become customers, H&M offer an account. This account allows customers to have limited access to the virtual dressing room and other benefits such as communication via internet, mobile phone applications and offers which draw the customers back in-store time and time again, to eventually become clients and advocates of the H&M brand.5.0 ConclusionAll three companies discussed in this paper have strong brand images which are constantly communicated to the public. Customer loyalty does remain as a result of strong marketing strategies and constant brand re-enforcement.In relation to M&S and A&F, sales have slowed down as their domestic markets are maturing and people have less disposable income due to the recession. However, both companies have weathered foregoing recessions. Many customers still desire to buy these brands and the strong brand image will help increase sales in emerging markets. Both M&S and Abercrombie & Fitch had an increase in 2 008, which dropped in 2009 but increased in 2010 again. H&M has a steady increase year on year. Abercrombie & Fitch is due to open in Dublin at the end of this year and also due to open in Paris and Milan. All three companies are concentrating on new and emerging markets as their domestic markets mature. (See Fig 10.0)The author of this paper has posited a new loyalty scale as opposed to the loyalty ladder, see (fig 11.0). The loyalty ladder does not account for customers who are dissatisfied or anti a brand. Customers begin as prospects and can go up or down the scale depending on their experience with the brand.The internet plays a crucial part in communicating with customers and creating relationships to strengthen bonds with them through social networking sites and discussion fora. With so many global brands in society, it is important to keep re-enforcing brands to keep customers firmly perched on the top rungs of the loyalty ladder.