Friday, December 27, 2019
How has Obesity Affected Children - 667 Words
Obesity has become a great issue in America. Many families eat fast food every day, while ignoring the risks of the foods they eat. Fast food restaurants have expanded over time. Families turn to fast food because it is convenient and cheap. It is embarrassing that we as Americans are automatically thought of as fat. Not only has obesity affected adults but it has also affected many children in this country. The percentage of overweight children in the United States is growing at an alarming rate, with 1 out of 3 kids now considered overweight or obese. (Overweight and Obesity). Obesity has become common in children. Children spend most of their time eating and watching tv instead of doing any physical activities. Another reason why a child could be overweight is because their parents are overweight. If a parent is obese, most likely the child will grow up to be obese. Parents need to demonstrate healthy eating choices with their children. It is the parents role to set a good example for their children. Many parents face financial issues everyday, causing them to turn to fast food for a quick meal. Schools do not generally provide the nutritious foods that children should be eating. Instead, they feed their students processed foods. Elementary school cafeteria food is often mass-produced and chosen for its cost-effectiveness. (Boehlke). Schools try to provide students with healthy options, but they are failing. Students have access to sugary drinks and lessShow MoreRelatedChildhood Obesity: A Gowing Problem Around the World649 Words  | 3 PagesObesity is a growing problem all around the world for far too many children. Obesity means a person has too much body fat. Body fat is measured by a person’s body mass index. When one is measuring a person’s body mass index, they are finding their height and body weight then comparing it to the recommendations made by doctors for each age and gender. After doctors calculate it, they then find a percent ile rank to determine present and future health issues. Around the world, childhood obesity hasRead MoreThe Prevalence Of Overweight / Obesity1616 Words  | 7 PagesStatement: POPULATION/PATIENT PROBLEM: Both researchers studied the incidence of overweight/obesity in African-American children. One related it to the low socioeconomic status of the caregivers (SEP) and this study/research was conducted in Pitt County, North Carolina. The other research, four childhood obesity perceptions among African-American caregivers in a rural area Georgia community relates overweight/obesity on the parents’ level of education, income, eating habits and lack of physical activitiesRead MoreChildhood Obesity : Children Can Not Combat Obesity1158 Words  | 5 PagesChildhood Obesity Jesus Dorado DeVry University Prewriting My narrowed topic is that parents need to play a bigger role in helping reduce childhood obesity. Children cannot combat obesity by themselves. My primary audience consists of parents of children (ages 7-12). This is my primary audience because parents of young children should be aware of the potential dangers of childhood obesity. If parents do not teach their children how to make healthy decisions, their children will be affected physicallyRead MoreObesity : The Problem Of Obesity1643 Words  | 7 PagesTeen Obesity In Chicago Many Latino teens in Chicago suffer from what is called obesity. Throughout the Chicagoland, there are a variety communities that show health factor. In the Pilsen Community, obesity is highly defined in that area which determines the outlook on how Pilsen is in need of help for young teens to stay fit and lower the amount of obese teens that are in the Pilsen community. The problem would much simplier be not enough exercise or unhealthy foods that teens eat. However lackRead MoreChildhood Obesity And Its Effects On The United States Today1479 Words  | 6 Pagespediatric obesity now represents one of the most pressing nutritional problems facing children in the United States today. International population studies report comparable rates of increase, so that if current trends remain unchecked, childhood obesity is likely to challenge worldwide public health. Substantial consequences to physical and mental health, both short and long term, must be anticipated. Unfortunately, there is no uniform definition of childhood obesity. Childhood obesity has been variouslyRead MoreEssay about Fast Food is Destroying America1477 Words  | 6 Pagesnarrow and can cause chest pain and heart attacks. â€Å"Obesity is a medical condition in which excess body fat has accumulated to the extent that it may have a negative effect on health, leading to reduced life expectancy and/or increased health problems.†The environment is affected by the fast food industry because of the amount of pollution and trash they produce on a daily basis. The fast food industry has a harmful effect on society. Fast food has a harmful effect on society because it can causeRead MoreA Child s Silent Killer1266 Words  | 6 Pagesnumerous types of cancer and is drastically increasing in incidence. The individuals affected are our children and adolescents. No this â€Å"disease†is not untreatable, it is not contagious and there is no chemo involved yet it continues to grow. Why? When asked to present a problem and a solution, what bigger a problem and easier a solution than the underrated concern of childhood obesity in the United States. Childhood obesity is a serious, life threatening and growing medical concern in the U.S. today whichRead MoreNutrition Issues Essay952 Words  | 4 PagesNutrition and Health of Children and Families Instructor: Sandy Jungman August 4, 2014 Nutrition Issues â€Å"Approximately 17 %( or 12.5 million) of children and adolescents aged 2-19 years are obese.†(CDC). Therefore, proper health and nutrition is critical to the growth and development of young children. Many of our Americans are suffering from these nutrition issues. Media and its promotion of junk food is one way that affects obese children. Throughout this paperRead MoreBody1123 Words  | 5 Pagesweight is higher than what is considered to be a normal weight adjusted for height is described as being overweight or having obesity (â€Å"Overweight†). In 2013-2014, more than two in three adults were considered to be overweight or have obesity in America (â€Å"Overweight†). Additionally, about one in six children and adolescents ages two to nineteen were considered to have obesity (â€Å"Overweight†). Many Americans have adopted unhealthy lifestyles and as a result, they are gaining more and more weight. FastRead MoreChildhood Obesity : A Major Pr oblem1253 Words  | 6 PagesChildhood obesity has recently become a major problem not only in the Unites States, but all around the world. No one knows the real reason as to why childhood obesity has recently become a major epidemic, but it has been found that the environment that the children live in plays a factor in their weight status. Not only that but, some people believe that fast food and their million dollar industries is the reasons why so many children are obese. Whereas others have found that it all relies on their
Thursday, December 19, 2019
Reasons For Quitting High School - 1111 Words
Alfred D. Souza once said that obstacles were a part of life, rather than something to overcome before starting life. My life has been filled with many obstacles and I too have realized that all those obstacles make up my life, and are not just something to overcome before beginning life. Some of the obstacles that I have had to deal with in my life this far include finishing high school, getting over a fear of bridges, and, more recently, deciding whether or not to further my education. Quitting high school is one of the poorest decisions I have ever made. With just four months left until graduation, I decided to quit school and move out of my parent s house and in with who was my boyfriend at the time due to increasing tension and†¦show more content†¦My fear of bridges began when I was old enough to drive, but stemmed from a recurring dream that began in early childhood. In that dream, I was a passenger in the back seat of a car that was traveling along a long dark road without a driver. I was trapped in this car, and terribly frightened because the doors were locked and I was unable to unlocked them, there were no handles or buttons to rolls down the windows, and I could not move to the front seat. A long and tall bridge would come into view, and the car would begin to drive up. Once the car reached the highest point of the bridge, it would suddenly make a sharp left and go over the side of the bridge. Just before hitting the water, I would wake up. Init ially, I coped with this fear by simply avoiding bridges. If a situation arose that required traveling over a large bridge, such as the Parker Vertical Lift bridge, I would arrange my travel plans so that I was a passenger with someone else. My plan worked well for several years, however, when I was 19, circumstances in my life changed and I had to move, which required having to drive across the Parker Vertical Lift Bridge. I was extremely afraid of that and spent many sleepless nights fretting over having to make the dreadful drive. On the morning of the move, I concluded that there was no way to get out of making the drive. I got into my car, which also happened to be a station wagon,Show MoreRelated Secondhand Smoke Essay530 Words  | 3 Pages Thesis: Smokers usually move through five stages to quit smoking, and non-smokers have to help them constantly and carefully. Credibility Statement: In high school health class, we have been taught about how smoking cigarettes affects our body. But my school had a different program compared to other schools. There was study session only for cigarette smokers. I took the session for a semester and learned a lot more than I used to know about smoking cigarettes. Also I have helped my friends to quitRead MoreCause And Effect Of Lung Cancer1612 Words  | 7 Pagesorder not to invite the worst situation. In addition, although it is not well known, quitting smoking makes mouth and skin clean. Smoking makes the risk of becoming gum disease high, and it is difficult to cure the disease if a smoker becomes even if he or she goes to dentists. He or she can not receive some remedies during having smoking habits. On the other hand, he or she will be able to receive them just by quitting smoking. If he or she receives some treatments, he or she can remove yellowing andRead MoreTeen Smoking : Education And Prevention1 146 Words  | 5 Pagesdrug called nicotine. There are several reasons why teens start smoking and they are unaware of the issues or problems it may cause. The younger you start smoking the more likely you are to use tobacco for a prolonged period of time. Nearly 4.7 million middle and high school students were current tobacco users in 2015. (The Office of Adolescent Health , n.d.) Tobacco use in young adults has declined considerably in the last 40 years, nearly 1 in 17 high school students were a daily smoker in 2015.Read MoreDropping Out Form School Why? Essay685 Words  | 3 Pagesto just pay rent and bills. They dont have time and enough money to enjoy life by going on vacation to relax from daily duties. People should think about causes of dropping out of college to avoid regrets in the future. The three causes of people quitting college are regulating the balance between work and study, unexpected personal problems and financial problems. The first cause of dropping out of college is regulating the balance between work and study. Students who are working while studyingRead MoreMovie Review : Basketball Diaries860 Words  | 4 Pagesdid the assignment on quitting. Like mentioned above the brain will change over time, resulting in quitting to be hard. I have tried quitting cigarettes multiple times and have not been able to succeed. Its much easier said than done.I couldn t imagine being on something stronger that my body depends on even more. Addiction is represented in this movie through four friends. They are all classmates and have many things in common. Their addiction started off with skipping school and stealing. TheyRead MoreSmoking Effects in America1043 Words  | 4 Pagesbecause of the use of tobacco smoke. Replies showed two sides of people: those who are for and those who are opposed cigarette smoking. Those who are for the use are usually smokers themselves. Explaining the addiction of the drug is a smokers reason as to why they partake in the drug although they know how life threatening it can be. Those who are opposed the use of tobacco are typically nonsmokers who explain the dangers in health and well-being of smokers. Tobacco companies influence publicRead MoreEffects Of Smoking On The Mind And Body1578 Words  | 7 Pagesbone marrow, liver, and oral cavity. Diseases also attributed to smoking are coronary heart disease, the buildup of plaque in the arteries and heart that causes blood constriction, COPD, which include emphysema and chronic bronchitis, it causes high blood pressure, macular degeneration, which can lead to blindness, and an overall decline in health. There are many more diseases and health risks smoking causes, but that needs its own book. It is well known that even people who are exposedRead MoreImportance Of Self Discipline1324 Words  | 6 Pagesseconds to make a quick decisive decision. Focus is sitting down and completing a task needed to be finished with in a set time frame. In fact, focusing on school is a task many young adults seem to suffer through. Myself being one of these young adults that happens to suffer through a daily agonizingly boring day just to acquire a high school diploma. These tedious days consist of several hours in which I am required to focusing on things I find extremely uninteresting. For example, during EnglishRead MoreThe Health Belief Model Is Used For Health Promotion And Health Education738 Words  | 3 Pagesincludes motivating factor, cues to action and self-efficacy. Each of these constructs in combination or individually, could be used to determine health behavior. The HBM also provides guidelines for the program development allowing planners to address reasons for non-compliance with recommended health action. The health belief model is a process used to promote healthy behavior among individuals who may be at risk of developing adverse health outcomes. A person must gauge their perceptions of severityRead MoreSmoking Is The Single Largest Preventable Cause Of Death And Disease1151 Words  | 5 Pagesmoney for other items. Quitting smoking will benefit them with better health, they won’t give others secondhand smoke, and they will have more spending money. In order to get started, I recommend them to quit on their own, or find a hobby they like to do. To start, one benefit of quitting smoking is a healthier body and living environment. First, they won’t get lung cancer. Smoking is one of the main causes of lung cancer. In the article, â€Å"Smoking Ranks as Most Deadly Reason for Lung Cancer,†Daily
Wednesday, December 11, 2019
Death Of A Salesman Essay Prompts Example For Students
Death Of A Salesman Essay Prompts BANG! Your father is dead. Within a few seconds, although he attempted many times, your father dies. He gave up. All the fights, all the disrespect, and all the struggles are behind you. However, all the hope, all the passion, and all the love is still there. In Arthur Millers Death of a Salesman, the main conflict is between Willy Lowman and his son Biff. Most of their struggles are based on disrespect; however, much of the tension throughout the play is also caused by the act of giving up. Disrespectfulness is the cause of personal tension in this play. There are many occurrences where a character is being disrespectful, which triggers emotional and physical conflicts. Throughout the movie, Willy is extremely disrespectful to his wife Linda. He loses his patience every time she talks during a conversation that he is having. When he talks to Biff at the table about his new job opportunities, Linda adds some remarks like, Ill make breakfast, (1853) and Willy loses his control. He turns to her quickly and tells her to shut up. Sometimes he even puts his finger angrily to her face, screaming at her to shut her mouth, even though she is just adding relative comments. Linda does not lose respect for Willy for his actions as much as Biff does. Biff cares about his mother dearly and does not like to see her being yelled at. He grinds his teeth when he sees his father yell at his mother, because he knows that if he argues, there will be that much more tension between him and hi s father. However, Biff cannot take it much longer because he is losing respect for his father. He knows his father should never get physical with his mother, and he finally takes action before it gets violent. He grabs Willy by the arm and screams at him not to yell at her. Willy gets angry at first, but then goes to bed guilt-ridden. Loss of respect can ruin a relationship. Biff left town for many reasons, but one important one had to do with Willy cheating on his wife. During a flashback in the play, Willy is in a room with a woman when Biff knocks on the door. The woman was actually in the washroom as Biff came in, but came out before Biff left. Biff saw the woman and knew that his father was not being loyal to his mother. Biff sat there in shock, and then broke into tears. Biff lost all respect for his father after seeing this. He then told his father not to talk to his teacher about the grade change, and also told him that hes not going to summer school. Willys unfaithfulness left Biff emotionally distraught, and his actions werent just showing disrespect to Biff, but to Linda as well. Disrespect can ruin a relationship, but giving up can end a relationship. Biff was a very determined boy in high school. After finding out about his fathers affair, he decides he had to get away. Biff gave up on college, gave up on football, and gave up on his family. He left town and tried to start a new life. When he came back, he and his father had fights all the time because of his departure. Biff thought that giving up meant that he could just get away from all his problems and have no worries. However, he came back to find out that his father was trying to kill himself. He then realized how much of an impact giving up on his family did to his father. He knew now that his father was dying and that he could not give up on him again. He tried and tried but his father was not easy to talk to. He even tried to get a job to make his father proud, but failed. He knew giving up ruined his family, but there was nothing he could do. At the end of the play, Biff was in another argument wi th his father and simply could not take it anymore. He said, will you let me go, for Christs sake? Will you take that phony dream and burn it before something happens? (1885) Once again Biff gave up. He told his father he was leaving in the morning. A few moments after that, Willy killed himself. .uf33fe1524caf991548f547c5484b971f , .uf33fe1524caf991548f547c5484b971f .postImageUrl , .uf33fe1524caf991548f547c5484b971f .centered-text-area { min-height: 80px; position: relative; } .uf33fe1524caf991548f547c5484b971f , .uf33fe1524caf991548f547c5484b971f:hover , .uf33fe1524caf991548f547c5484b971f:visited , .uf33fe1524caf991548f547c5484b971f:active { border:0!important; } .uf33fe1524caf991548f547c5484b971f .clearfix:after { content: ""; display: table; clear: both; } .uf33fe1524caf991548f547c5484b971f { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uf33fe1524caf991548f547c5484b971f:active , .uf33fe1524caf991548f547c5484b971f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uf33fe1524caf991548f547c5484b971f .centered-text-area { width: 100%; position: relative ; } .uf33fe1524caf991548f547c5484b971f .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uf33fe1524caf991548f547c5484b971f .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uf33fe1524caf991548f547c5484b971f .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uf33fe1524caf991548f547c5484b971f:hover .ctaButton { background-color: #34495E!important; } .uf33fe1524caf991548f547c5484b971f .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uf33fe1524caf991548f547c5484b971f .uf33fe1524caf991548f547c5484b971f-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uf33fe1524caf991548f547c5484b971f:after { content: ""; display: block; clear: both; } READ: Ashley Wright EssayDisrespect created a lot of tension between Biff and Willy. However, they did not get along to begin with. The fights between them became repetitive, and it ended with them giving up. Biff gave up near the end by telling his father he was leaving; however, Willy is the true coward because he killed himself. Words/ Pages : 782 / 24
Wednesday, December 4, 2019
The Relationship of Brand Equity and Brand Extension Essay Example
The Relationship of Brand Equity and Brand Extension Essay Title The Relationship of Brand Equity and Brand Extension: Low Involvement products vs. High Involvement Products Background and Significance In the present, technology enhances modern goods production resulting producers can provide resemble products in physical aspects such as quality or packaging. These create no differentiate of products. Consequently, Product Brand as well as the customer’s perception is the significance that promotes product differentiates or product advantages. Marketing professionals and organizations focus with Brand and try to position their Brands into customer’s mind. That establishes the Brand Equity (Keller, 1998). â€Å" Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers†(Aaker, 1996). Marketing Science Institute conducted the survey in fifty famous companies in the United States. As the survey, the main topic that was interesting to research is the Brand Equity. That means all successful organizations pay attention with the Brand Equity and prefer to support the budget for the well management of the existing Brand Equity. These organizations also realize that their brand equity eliminate the chance of using the price strategy. The price strategy may decrease the existing value of the brand equity. As the well management of brand equity, organizations attempt to gain the great marketing communication for creating their product differentiates. We will write a custom essay sample on The Relationship of Brand Equity and Brand Extension specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Relationship of Brand Equity and Brand Extension specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Relationship of Brand Equity and Brand Extension specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Additionally, the other researched topic in their interest is the estimation of Brand Equity (Keller, 1998). Brand Equity is the significant issue in the consideration of all organizations because it creates the brand loyalty that motivates product perception, increases the repeated buying behavior and elevates sales of other products from the same brand including prohibits any mind changing to competitor’s brands. In the crisis economy, consumers normally choose products from the strongest brand for avoiding wrong decision making. The strong brand also generates the brand equity in consumer’s perception leading to the capability of higher price setting for instance, the preserved fruit can from â€Å"Malee†can set its price 20% higher than others but Male earns more market share than UFC preserved fruit cans. Male is the top of the preserved fruit cans in the current market because the Male brand gains the great consumer’s perception resulting to the willingness of consumer to pay more for the well-known brand even if the product itself has slight differentiate from others. The strong brand can provide large income to any organization. Besides the significance of brand equity, the strong brand can converse to be currency value. The value of this strong brand is estimated more than the real asset value in the company’s balance sheet. For instance, Interbrand and Citigroup in the USA arranged the companies value stated that Coca-Cola earned the highest market brand value as 80 billion dollars in 1999 (see in table 1. 1 below). Table 1. 1       Top Ten Brand Value in the World |No. Brand |Market Brand Value | | | |(Billion Dollars) | |1 |Coca-Cola |83. 8 | |2. |Microsoft |56. 7 | |3. |IBM |43. 8 | |4. GE |33. 5 | |5. |Ford |32. 2 | |6. |Disney |32. 3 | |7 |Intel |30. 0 | |8. |McDonald’s |26. 2 | |9. |ATT |24. | |10. |Marlboro |21. 0 | Source: Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. The strong brand offers the benefits in the Brand Extension that le ad the companies spend fewer budgets than creating a new product brand, for instance Unilever employed the brand extension strategy from its existing successful brand. Lux SuperRich Shampoo of Unilever extended from Lux Soap. In addition, new products as well as Sunsilk Extra Mild Shampoo with Almond Milk for all hair types or Sunsilk Hair Oil Treatment for root treatment and Sunsilk Blackshine Shampoo for black hair extended from the Parent Sunsilk Brand that is the strong brand in the shampoo market. These advance the big advantage over the competitors in the budgeting of brand awareness. As the well-known product brand, the opportunity of success is higher because customers experienced in the product quality (Unilever-PG, High Competition from Skin to Hair, 1998). In the electronic market, the brand extension can see in Sony electronic products. Sony brand is strong in the electronic market with the strengths of the specific categories as audio and picture. Sony extended to cover the Digital Camera market that gained customer’s favors since a last few years. But Sony earned the same successful level of other existing strong brands in digital camera market such as Fuji, Kodak and Canon (Digital Camera War, 1998). As the strong brand of Sony and its continuing image creation in modern and endless technology development, brand extension of Sony is successful in digital camera market with no doubt. The success of brand extension depends on the Consumer Evaluation of Brand Extension. That consists of many components such as Brand Attribute Association, Attitude toward the Original Brand, Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute Fit and Transfer from the parent brand including Perceived Difficulty of Making the Extension (Keller, 1993). Customers may evaluate between the existing parent brand and the brand extension, then leading to their buying decision. As the significance and benefits of brand equity in consumer’s mind mentioned above, the researcher is interested in the study of the different levels of involvement in products and their relationship with brand equity that may influence the components of the Consumer Evaluation of Brand Extension. Research Objectives 1. To study the levels of brand equity in customer’s mind of the researched product. 2. To research the differences of brand equity in customer’s mind between products with the different level of involvement. In order to find suitable approach to build, manage and maintain brand equity among each different product categories. . To study the relationship between brand equity in customer’s mind and the components of the consumer evaluation for the brand extension. Research Problems 1. How does the Brand Equity in customer’s mind do in this research? 2. How do the different involvement relate to the different levels of the brand equity in customer’s mind? 3. How brand equity in customer’s mind relates to customer evaluation of brand extension? Scope of the Study The sample group in this research consists of males and females with the age between 18-45 who lived in Bangkok. Selected brands in this research are well known brands as the first one, yogurt extended brand to the pasteurized milk that represented the low involvement product. For this low involvement product, the researcher used a substitute product in this research. Other brand as initial vehicle product extended to all-purpose vehicles that represent the high involvement product. Definitions Customer-based Brand Equity refers to customers gain brand knowledge that consists of 1) Brand Awareness as recognition and recall, and 2) Brand Image as strength, favorability, and uniqueness. Involvement refers to the levels of product involvement between consumers and products depending on types of product, interest, attitude, price and so fort. The involvement can be categorized into two types as the followings: 1. High involvement product, in this research, the computer notebook that offered an extending brand to the Computer PC. 2. Low involvement product, in this research, the Air Condition that expanded to an extending brand as the fan. Brand Extension refers to any organization takes advantages of the well-known brand for launching new products to the market. The new products will be called as an Extending Brand and the existing brand is called a Parent Brand. Consumer Evaluation of Brand Extension refers to the process and elements of the consumer evaluation of the brand extension. It consists of: 1) Brand Attribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute and Transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. Expected Benefits 1. The professional marketers may consider the components of the Brand Equity in their decision making for evaluating or improving the Brand Equity for their organizations. 2. The marketers or anyone who’s interested in may take the research result as the basic information of consumer behavior for the evaluation of the brand extension focusing with the cost effectiveness and the opportunity of success. 3. The research result may be the basic information for all professional marketers in long-term product strategy by considering the components in the consumer evaluation of the brand extension. That may be helpful for product strategy in the brand extension for the further success. 4. This research will be beneficial for learners and others for research conduction and well understood of Brand Name and the involvement between Brand and the influenced factors of consumer’s decision making. This research result can claim as the fundamental information for conducting the related research about Brand and the Customer Evaluation of Brand Extension. Literature Review This research aims to research about the consumer evaluation of the brand equity and study the involvement of the brand extension. The researcher studied related researches, theories, concepts and literatures focusing with the followings: 1. Concept of Consumer-based Brand Equity  ·Ã‚      Definition of Consumer-based Brand Equity  ·Ã‚      Consumer-based Brand Equity Measurement  ·Ã‚      Managing Brand Equity 2. Concept of Brand Extension  ·Ã‚      Advantages of Brand Extension  ·Ã‚      Disadvantages of Brand Extension 3. Concept of Consumer Evaluation of Brand Extension 4. Concept of Consumer Behavior and Consumer Decision Process  ·Ã‚      Consumer decision process Research Hypothesis As the theories, concepts and related literatures mentioned above, the researcher established the specific hypotheses for this research about the involvement between Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension as the followings: 1. Brand differentiation is in consumer’s mind. The Brand Knowledge consists of a) Brand Awareness as brand recall and recognition, and b) Brand Image as strength, favorability and uniqueness. The high brand knowledge will stimulate high Brand Equity. The low brand knowledge will lead to the low Brand Equity. These show in both low and high involvement products. . As the levels of Consumer-based Brand Equity, the high involvement product may gain higher consumer-based brand equity than the low involvement product with the low consumer-based brand equity. 3. Consumer-based Brand Equity of any parent product has positive correlation with the Consumer Evaluation of Brand Extension. Details are as the followings: 1) Brand Att ribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with complement fit, substitute and transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. The Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension vary in the similar direction. In both high and low involvement products, higher brand equity, higher consumer evaluation of brand extension or lower brand equity, lower consumer evaluation of brand extension. Research Methodology This research is the quantitative research with survey research method and specific questionnaire. The researcher established the research method involving with population, sample group, research tool, information collection, and statistical analysis as the details below: Population Population group of this research is consumers in Bangkok with the age between 18-45. Television and an extended brand as camera is the selected product in this research. Sample Group As the determination of sample group in this research, the researcher takes the principle of total variance between sample group and variances of random sampling of Taro Yamane (1976: 886-887). The population size is 2,657,186. The reliability is 95%. The standard deviation is 5%.               =           N                 (1+Ne2)            When  n         =         The sampling size                        N        =         The population size                        e         =         Sampling variables            As these numbers mentioned above, the calculation becomes as: ‘n’            =     2,657,186 (1+2,657,186 (0. 05)2) =         399. 93 Hence, the sample size is equal to 400. Sampling Method The researcher takes both non-probability sampling and probability sampling in this research. Fifty districts in Bangkok (Office of Urban Design, Bangkok, 1998) are as Pranakorn, Dusit, Nongjok, Bangruk, Bangken, Bangkapi, Pathumwan, Pomprab-sattrupai, Prakanong, Minburee, Ladkrabang, Yannawa, Sumpanthawong, Payathai, Thonburi, BangkokYai, Hoykwang, Nongkham, Rajburana, Bangplad, Dindeang, Beungkum, Sathorn, Bangsue, Jatujak, Bangkorlaem, Pravej, Klongteoy, Suanloung, Jomthong, Donmuang, Rajchathevi, Ladprao, Wattana, Bangkae, Luksee, Saimai, Kannayaow, Sapansung, Wangthonglang, Klongsamwa, Bangna, Thaveewattana, Thungkrue and Bangbon. The researcher conducts the purposive sampling with the selected districts that gained abundant commercial and residential areas. These districts are separated by The Urban Design Act in 1975 (Office of Urban Design, Bangkok, 1998). The selected districts enhance the research approach and convenience of information collection. The abundant commercial and residential areas are 36 areas as: (see in the chart 3. 1) 1. Dusit, 2. Bangruk, 3. Bangken, 4. Bangkapi, 5. Prathumwan, 6. Pomprab-sattrupai, 7. Prakanong, 8. Yannawa, 9. Sampanthawong, 10. Payathai, 11. Thonburi, 12. BangkokYai, 13. Hoykwang, 14. Klongsan, 15. BangkokNoy, 16. Pasrijareon, 17. Rajchaburana, 18. Bangplad, 19. Dindeang, 20. Buongkum, 21. Sathorn, 22. Bangsue, 23. Jatujak, 24. Bangkorlam, 25. Pravej, 26. KlongTeoy, 27. Suanluong, 28. Jomthong, 29. Donmuang, 30. Rajchathevi, 31. Ladprao, 32. Wattana, 33. Bangkae, 34. Luksee, 35. Wangthonglang, and 36. Bangna. Then, researcher takes the probability sampling in the simple random sampling by the sampling selection of non-mimic sample. This method scales down the sample size to be 7 districts as 20% of commercial and residential areas as the followings: 1. Bangsue, 2. Thonburi, 3. Prathumwan, 4. Dusit, 5. Bangkapi, 6. Klongteoy, and 7. Bangplad. The researcher gathers information with the convenience sampling in each district until complete total 400 population. Type of Product in the Research This research emphasizes to study in Consumer-based Brand Equity and Consumer Evaluation of Brand Extension. The selected products in this research aree products that offer the brand extensions in horizontal and category. This research considers in products that have the differences in the market share. They will address the clear identification of the involvement between Consumer-based Brand Equity and Elements of Brand Extension. Details are as the followings: The low involvement product as Yogurt-sour milk earns the extending brand as pasteurized milk. Based on the marketing information in 1998, the market value of pasteurized milk was 18,000 million baht. Meji was the top brand with 52% market share. Foremost earned 17%. Dutch Milk shared market as 17% and Nongpoe Milk was 2%. Chokchai Milk was 5%. Calcemax earned 2% and others gained 5% (Krungthep Business, 1998). The selected yogurt in this research is Yakool and Betagent that presented the large differences of market share. As the high involvement product, the researcher selects, with the consideration of product market share, the vehicle products that provide the extending brand to the all-purpose vehicle. In 1998, Toyota gained the largest market share as 36%. Honda earned 30%. Nissan hold 14%. Mitsubishi had 6%. Mazda kept 2% and others earned 12% (Thansetthakit, 1998). Consequently, the selected brands in this research are Toyota and Mazda because they had huge differences in their market share. Research Tool Research tool is the specific questionnaire that was designed and developed for this research. It contains 5 sections with different questions and purposes as the followings: Section I        Population characteristic involves with age, gender, marital status, education level, occupation and individual monthly income. Section II       Consumer-based Brand Equity of Yogurt is examined by questions in this section. Section III     Consumer Evaluation of Brand Extension is determined as consumer attitude in brand extension of the product, pasteurized milk. Section VI     Consumer-based Brand Equity of vehicle products is evaluated in this section. Section V       Consumer Evaluation of Brand Extension involves with consumer attitude in brand extension of all-purpose vehicle. A measuring tool for consumer-based brand equity is modified from Keller’s research (Keller, 1993). The other measuring tool for brand extension is developed from the research of Aaker and Keller (1990). These tools are qualified with the validity and reliability test. In addition, this questionnaire is determined the content validity by professional opinion. And then, this questionnaire is launched to do the pre-test with 20 people who had similar characteristics of the sampling group. The coming results assist to develop the final questionnaire that had been used in the real information gathering. Variances Individual product was suitable for variance measurement and scoring as the followings: 1. Consumer-based Brand Equity     This research followed the Keller’s concept in Consumer-based Brand Equity as Brand Knowledge. Brand Knowledge contained with Brand Awareness as brand recall and recognition, and Brand Image as strength, favorability and uniqueness. 2. The elements of Consumer Evaluation of Brand Extension         This research obtained the elements of Consumer Evaluation of Brand Extension from Aaker and Keller (1990). It consisted of Brand Attitude Associations, Attitude toward the Original Brand, Perceived Difficulty of Making the Extension and the element of Aaker and Keller (1992) in the perceived fit of the proposed extension with the company. Scoring Measurement of Brand Equity 1. Questions for the brand awareness were measured brand recall and recognition (Nantana Boripanthananun, 1997). 1. 1           What brands do you know?  ·Ã‚          The first brand in consumer recognition      3 points  ·Ã‚          The second brand in consumer recognition 2 points  ·Ã‚          The third brand in consumer recognition     1 point 1. 2  Do you know this â€Å"†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ Brand?  ·Ã‚      Yes, I do. 1 point  ·Ã‚      No, I don’t. 0 point 2. Questions for measuring the brand image involved with 3 aspects as strength, favorability and uniqueness. Keller (1993) expressed that many measurement tools indicated with the highest to lowest levels of consumer’s opinion were fit for measuring the brand image. Hence, researcher decided to take the measuring tool as the rating scale with 5 levels for both high and low involvement products as the followings: Absolutely agree                                                  Absolutely disagree   5                           4                     3                     2                     1 The best The worst 5                           4                     3                     2                     1 Outstanding                                                                     same as others 5                           4                     3                     2                     1  The pre-test generated the questions about product attribute in the final questionnaire that was used until complete process of information collection. Measurement of the Elements in Consumer Evaluation of Brand Extension 1. Brand Attribute Association contained the open-ended questions involving with brand recognition of consumer. As the Attribute toward the Original Brand, Aaker and Keller (1990) took the rating scale with 7 levels but the researcher modified and developed the new rating scale with 5 levels in both high and low involvement products as the followings: The best                                                                           The worst 5                           4                     3                     2                     1 . Attitude toward Brand Extension was determined by the 5-level rating scale in both high and low involvement products as the followings: The best                                                                            The worst 5                           4                     3                     2                     1 Surely buy it                                                                     Will never buy it 5                           4                     3                     2                     1 . Perceived Difficulty of Making the Extension was evaluated by 5-level rating scale in both high and low involvement products as: Absolutely agree                                                  Absolutely disagree   5Â Â Â Â Â Â Â Â Â Â Â Â Â Â à ‚             4                     3                     2                     1 Need special knowledge                          No need special knowledge 5                           4                     3                     2                     1 4. Perceived Fit of the Proposed Extension with the Company also took the 5-level rating scale for measuring in both high and low involvement products as: Very fit                                                                            Not fit at all 5                           4                     3                     2                     1 High involvement                                                            Not involved at all between company and product 5                           4                     3                     2                     1 Research Analysis and Results As the complete information collection, researcher provides coding and computed the results by the computer and the software SPSS for WINDOWS. The research analysis obtains the descriptive statistics for clear identification of sample group’s characteristics, the percentage (%) for notable explanation of information, the inferential statistics, the Pearson’s product moment correlation coefficient and the statistical T-Test for evaluating the correlation of each pair of variances depending on the hypothesis. References Aaker D. A. (1996). Building Strong Brands, The Free Press, New York Crainer, Stuart The real power of brands : making brands work for competitive Imprint London : FT Pitman, 1995 Descript 214 p. : ill. ; 25 cm Note The Financial Times/Pitman Publishing SeriesJacket Subject Brand name products Product management. Dhiti Butratana. (1998). THE MEASUREMENT OF BRAND EQUITY IN BEER CATEGORY. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Karat Latawan. (2000). CONSUMER-BASED BRAND EQUITY AND CONSUMER EVALUATION OF BRAND EXTENSION. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Keller, K. L. (1993) Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing 57, pp. 1–22. Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. Piyawan Phumpho. (2000). BRAND LOYALTY, BRAND EXTENSION AND CONSUMER EVALUATION OF FACTORS AFFECTING BRAND EXTENSION. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Varrinya Leelayuvat. (2000). MEASURING BRAND EQUITY FROM BRAND- CONSUMER RELATIONSHIP. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising)Tauber, EM, 1981. Brand franchise extensions: new products benefit from existing brand names. Bus Horiz 24 2, pp. 36–40
Subscribe to:
Posts (Atom)