Creativity and Innovation Management in Restaurant

Creativity and Innovation Management in Restaurant SUKHRAJ SINGH CREATIVE AND INNOVATION MANAGEMENT In this document I am going to discuss about the Sousa restaurant that located in the Auckland in CBD. This document is the further part of previous recommendation for innovation in Sousa. Mainly in this document discuss the innovation plan for Sousa. As well as focus on the how to increase the motivation of staff and stakeholder returns. Also talk about the key barriers and how to implement the new creative and innovation idea on the Sousa organization. Determine study on the key goals of Sousa and practice of reward management and performance of curve. Create a plan strategy to control the overcome barriers and how to evaluate the company overcoming barriers. KEY BARRIES TO INNOVATION AT SOUSA We all know that every company faces lot of barriers even if it is new entrant or an old company. Every company tries to develop new inventions and new ideas. When some new ideas implement on company system someone handle easily but some company face lot of barriers. RESOURCE BARRIERS Resource barriers are barriers which related to resource required for efficiently running business. For example: Finances, Human Resources, Technology. Sousa is traditional restaurant but it has some resource barriers which should be taken care for successful running of business. HR- Human resources at Sousa are working since its existence. But all of them lack skills that are trained and equipped with latest requirements of the market. Technology- Sousa is using traditional ways of working. Use of traditional cash register and order booking on memo pad are example of lack of latest technology. Leadership- Sousa has a traditional ownership and none of the past owners and future owners (sons of owner) have leadership skills or experience. Leadership generally directs the future of an organization. So, without skilled leadership, Sousa will experience hard times for innovation. Tools and processes- just looking for innovation and asking employees to do innovative way is not a solution of creating innovation in organization. However, without tools and processes employees find it difficult to generate new ideas. Overcoming the barriers While there are some barriers to innovation in Sousa, there must be some things to overcome these barriers. While overcoming these barriers to innovation; always dig deep to get better solutions to overcome barriers. Organizational culture and innovation Success of organization is so much depends on the culture of organization. Sousa has a very traditional culture of working without many efforts to do something new. Culture of organization impacts the employee’s performance, the interest of investors and suppliers behaviors towards organization. Alignment of the goals plans of organization with organizational culture is necessary. While, Sousa will need a big route level change to implement innovation in organization, culture change is necessary. Awareness of culture is necessary. At the moment, most of the employees are just working for day to day works without any future aspects worries about organizations future. They feel safe and secure with long term relations to Sousa, so making them feeling of new needs is necessary while providing them tools to enhance their interest and skills for innovation. Tools of creating culture of innovation: Increase passion- talk with employees, involve them in organization strategy, ask for solutions, and attach them to a mission of big organizational change and survival + growth of organization. Rewards – rewards and recognition culture should be aligned to involvement in organizational planning and implementation to new ideas. Each employee that comes up with some genuine ideas should be praised or provided some monetary rewards. Give confidence to employees- give confidence to employees to take decision to their own. Most of the employees take it difficult to decide on small issues by their own. Going to boss for every little decision decrease self confidence of employees. So, employees should be given confidence to take decisions which will enhance their ability and confidence for getting solutions to problems. Fail forward- give confidence to people who give ideas that ultimately results in failure when implemented. The main thing is to fail early and try something new, this will make it sure that time and resources are utilized properly. Think little- small organizations like Sousa thinks that they are not big enough to penetrate with new innovations. This mindset shouldn’t be encouraged in Sousa. Each large business started small some day in history. ATTITUDES In a practiced place of work location, bad attitude be able to influence everybody and reason clash with employees. In a number of cases attitude harms are capable to be unseen by the majority of workers and a creative employee through a small attitude difficulty is not a disruption. A boss needs to study how to identify increasing attitude problems inside the place of work to stop them as of suitable a disruption. Everyone face attitude in every place where they go like local area and where they work. In sample words attitudes are the way of thinking towards the person our work. This is also relating to the workplace and outside area. Mainly attitudes has three different components these are as Cognitive – it’s mean what we think, other one is Belief, Affective: the way how to dealing with feeling or emotions, Co native- this show that what action we will take towards something. According to the case study attitudes is the one of main barrier for Sousa, because Sousa used old methods of food making they can’t used new technology equipment so it’s hard to Sousa employee to used new food making equipment like new BBQ chambers. They fellows also do not know how they take order with new ipad and how the show the new deals to customer on ipad. Sousa management should provide proper training to front staff how they used this things. Otherwise this put negative attitudes on customers and become barrier for Sousa. Management know that if they can invest lot money on new food making machines but they cannot trained our employees it’s become big barrier towards the Sousa marketing. Sousa management try to fined the sample and easy way to how they trained our staff and staff should learn new skills and delivery service. REWARD MANAGEMENT Reward means that thing given to employee because of his contribution to company. Most of company gives rewards in incentives and some company give employee of month and some give like pay increments. Few companies design reward system regular with organizational goals, visions, missions and job performances. In other words reward systems define that total return given by an employer to a company staff. Simply reward management main motivate is to give motivation to our employees. According to Sousa case study they need to make a perfect reward management because Sousa implements lot of new things in our store. Sousa has 14 restaurant employees and 2 duty managers. Sousa management makes new reward policy when company any employee helps Sousa to achieve goal a reward often follow, but one thing management keep in mind because some time one employee feel jealous to other employee like cast, color and some other reason like harassment. When these type of happen seen in company and workplace area it also put bad impact on the employee work ability. PERFORMANCE OF CURVE The change curve model is originated in 1969 by Elisabeth Kubler-Ross to reveal the performance of people while they come to identify that they have sickness. These years this model is new to each challenge and emergency at what time an organization change their offered strategies or method of job. Likewise as among all models opinion, it has difficulty and debaters, on the other hand, it is a good equipment to use to understand anywhere individuals are in their tour during change. Thus this sympathetic can help director adapt approach and doing well communication to people organization the change, selection them through the move about effectively. Sousa restaurant follow the old traditional way to food making and order taking. But if they can want change in our restaurant then they can try to some changes in staff area like hire new employees those are well experience in food making area, they also know how they can used the new food making machines like they can know what food need how much time and how much temperature because every dish making style is different. Nowadays in Auckland there are lot new people arrive like Indian, Japanese, and European. FIRST STAGE Sometimes any change set up to people in early stages people get shocked and mostly someone are probably they just say straight way disagree to adopt this change. Sousa employee should be shocked when the owner represents the new plan like hire new employees and new technologies machines. SECOND STAGE Anger- is the next stage. The scapegoat, inside the structure of the business, group or exacting person, is often practical. Focus the fault through an individual or one item will let am additional room of the denial by generous one more importance for the doubts since fine anxieties the potential shock can be produce. THIRD STAGE Retaining the exacting commitment to working of individuals, facilitating these people from the change curve, it will eventually grow to be obvious how the change will be here to keep. It is not any fashion and also large changes into their day-to-day lives could possibly be ought to take place. At this stage, folks will frequently try to skimp on a good end result to the change. Communication plan for implementing innovation in Sousa Stakeholder: Stakeholders are someone who have any type of interest in the business activities of organization. Stakeholders of organization I am going to discuss the most important stakeholder of Sousa, that are customers. Customers in Sousa are long term customers and were very loyal till times, but due to introduction of new restaurants in Auckland and change in customer mindset forced them to change to other restaurants which results in falling sales for Sousa. Communication plan for stakeholders: Customers adapt new thing very quickly these days. They get bored very quickly and always look for something new that is convenient to use and interesting. So, communication of innovation in Sousa to customers is necessary. Strategic communication plan This is a planned strategy that is analytical to get par the challenges of getting innovation in Sousa. Communication plan pre requirements: Analysis of stakeholders analyse the customers and their needs for communication. Channel assessment which should be the best channel of communication. For example, advertisement is one of the ways to communicate to customers. Development of communication plan: Time of communication innovation should be communicated while implementation is in process and when it is fully implemented. So, communication with customers should be regular. Required changes in customer behaviour customers should be positively adapting innovation in Sousa. This should result in most customer visits and sales. Message of occasion message should be clear to customer. They must get that which innovation ideas are implemented and what is new in Sousa. Channels of communication best channel of communication to customers are one to one talks within the restaurant. Apart from that, social media and posters should be also used.

The Impact Of Packaging Characteristics On Consumer Buying Marketing Essay

The Impact Of Packaging Characteristics On Consumer Buying Marketing Essay The role of packaging has changed over the years since primarily due to the changing lifestyles and needs of the consumers. Consumers in daily life are exposed to a very wide range of products having different packaging ranging from different product categories displayed in markets, supermarkets and any other place of shopping. Products can then be differentiated from the external packaging having different shapes, sizes, colors, labeling, etc. what is actually inside the package can only be judged through a creative and innovative packaging. Packaging is also a tool of marketing communication and plays a vital role in consumer brand preference. The topic under research will study the impact of packaging elements on consumer buying behavior of Pakistan. For this purpose seven packaging elements have been selected; packaging color, background image, font style, packaging material, design, innovation and printed information. The type of research is descriptive and quantitative approach has been used by designing questionnaires. The sample size is 200. The impact of package and its characteristics on consumers purchase decision can be revealed by analyzing an importance of its separate characteristics for consumers choice. This research into packaging has found that different packaging cues impact how a product is perceived. Moreover, there is a positive thinking and a trend about well-designed package shows high product quality. As a matter of fact, people are becoming more and more demanding; packaging has been gradually shown its important role in a way to serving consumers by providing information and delivering functions. INTRODUCTION Nowadays consumers have become more and more conscious about the packaging available to them from products. The role of packaging has changed over the years since primarily due to the changing lifestyles and needs of the consumers. Companies have started bring innovations in packaging since their beliefs over the years have changed that good and unique packaging can stimulate consumer buying behaviors. It has become the source of customers attraction towards products or services, increases the image of the brand and increases the perceptions of the consumer for the product (Rundh 2005). In marketing context packaging plays a very vital role in communicating the product to the consumers and ultimately increases consumers purchase decisions. According to Underwood, Klein Burke, (2001); Silayoi Speece, (2004) a good package communicates unique values about products, and also helps in differentiating the products from other products, hence helping the consumers in choosing the right pr oduct from a wide range of similar products, and as a result stimulates consumers buying behaviors (Wells, FarleyArmstrong,2007). Consumers in daily life are exposed to a very wide range of products having different packaging ranging from different product categories displayed in markets, supermarkets and any other place of shopping. Products can then be differentiated from the external packaging having different shapes, sizes, colors, labeling, etc. what is actually inside the package can only be judged through a creative and innovative packaging. Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs. Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumers purchase decision. In this context, seeking to maximize the effectiveness of package in a buying place, the researches of package, its elements and their impact on consumers buying behaviour became a relevant issue. OVERVIEW Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumers purchase decision. Some of researchers try to investigate all possible elements of package and their impact on consumers purchase decision (Silayoi Speece, 2004; Silayoi Speece, 2007; Butkeviciene, Stravinskiene Rutelione, 2008), while others concentrates on separate elements of package and their impact on consumer buying behaviour (e.g., Vila Ampuero, 2007; Madden, Hewett Roth, 2000; Underwood et al., 2001; Bloch, 1995). Moreover some researchers investigate impact of package and its elements on consumers overall purchase decision (e.g., Underwood et al., 2001), while others on every stage of consumers decision making process (e.g., Butkeviciene et al., 2008). Particularly for fast moving consumer goods, such as food products, the packaging is one of the key product components that can provide a commercial advantage over competing products .Hence, the packaging is of significant commercial importance for the economical sustainability and growth of businesses. There is little value in arguing the need for less packaging while economic growth is predominantly driven by diversification of markets and subsequent product variations. Key challenges for future business growth and developments are: the ability to meet supply chain and market requirements in terms of distribution, efficiency, marketing power, consumer safety and convenience and environmental. Packaging attracts the consumers concentration to buy particular brand and increase brand image and influence towards consumers (Rundh, 2005). Packaging characteristics creates uniqueness in brand (Silayoi Speece, 2004). Packaging characteristics gives the ability to differentiate between the similar products and induces the clients for purchase (Wells, Farley, Armstrong, 2007). Packaging is also a tool of marketing communication and plays a vital role in consumer brand preference. The prime role of packaging is to give security to the brand against any possible damage may it be during transporting, storing or even warehousing (Gonzalez, Thorhsbury, Twede, 2007). Packaging characteristics is also a protection of keeping the brands secure by not being smudged by the consumers or either the cusumers being contaminated if in-contact with the packaging (Grundvag Ostli, 2009). Packaging characteristics also shows the quality judgments which largely influence the consumer in brand preference. Consumer frequently assumes that if packaging characteristics are viable it shows that brand is of high quality and helps in decision making of consumer. a) WHAT IS PACKAGING? The definitions of packaging vary and range from being simple and functionally focused to more extensive, holistic interpretations. Packaging can be defined quite simply as an extrinsic element of the product (Olson and Jacoby (1972)) an attribute that is related to the product but does not form part of the physical product itself. Packaging is the container for a product encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used (Arens,1996). b) FUNCTIONS OF PACKAGING C:UsersFamilyDesktopgreener-packaging.jpg C:UsersFamilyDesktopimagesCAQGXAJQ.jpg Packaging and package labeling have several functions: Physical Protection Protection of the objects enclosed in the package from shock, vibration, compression, temperature, etc. Barrier Protection A barrier from oxygen, water vapor, dust, etc. Containment or Agglomeration Small objects are typically grouped together in one package for transport and handling efficiency. Alternatively, bulk Commodities (such as salt) can be divided into packages that are a more suitable Size for individual households Information transmission Information on how to use, transport, recycle, or Dispose of the package or product is often contained on the package or label Convenience features which add convenience in distribution, handling, display, Sale, opening, reclosing, use, and re-use. Marketing The packaging and labels can be used by marketers to encourage Potential buyers to purchase the product. Packaging may be looked at as several different types. For example a transport package or distribution package can be the shipping container used to ship, store, and handle the product or inner packages. Some identify a consumer package as one which is directed toward a consumer or household. Packaging may be discussed in relation to the type of product being packaged: medical device packaging, bulk chemical packaging, over-the-counter drug packaging, retail food packaging, military material packaging, pharmaceutical packaging, etc. c) ELEMENTS OF PACKAGING There are many different schemes for classification of elements of package in scientific literature. According to Smith Taylor (2004), there are six variables that must be taken into consideration by producer and designers when creating efficient package: form, size, colour, graphics, material and flavour. Similarly, Kotler (2003) distinguishes six elements that according to him must be evaluated when emploing packaging decisions: size, form, material, colour, text and brand. Vila Ampuero (2007) similar to Underwood (2003) distinguished two blocks of package elements: graphic elements (colour, typography, shapes used, and images) and structural elements (form, size of the containers, and materials. Rettie Brewer (2000) stressed out the importance of proper positioning of elements of package, dividing the elements into two groups: verbal (for example, brand slogans) and visual (visual apeal, picture, etc.) elements. In the similar way package elements were classified by Butkeviciene, Stravinskiene Rutelione (2008). Analysing consumers decision making process they distinguish between non-verbal elements of package (colour, form, size, imageries, graphics, materials and smell) and verbal elements of package (product name, brand, producer/ country, information, special offers, instruction of usage). Their classification includes brand as a verbal component, whereas Keller (2003), for example, considers packaging as one of the five elements of the brand, together with name, logo, graphic symbol, personality, and the slogans. Silayoi Speece (2004; 2007) divide package into two categories of elements: visual elements (graphics, colour, shape, and size) and informational elements (information provided and technology). According to Silayoi Speece (2004) visual elements are related with affective aspect of consumers decision making process, while informational elements are related with cognitive one. Summarising, two main blocks of packages elements could be identified: visual and verbal elements. Relying on literature analysed graphic, colour, size, form, and material are considered as visual elements, while product information, producer, country-of-origin and brand are considered as verbal ones. Packaging characteristics also shows the quality judgments which largely influence the consumer in brand preference. Consumer frequently assumes that if packaging characteristics are viable it shows that brand is of high quality and helps in decision making of consumer. LITERATURE REVIEW Numerous studies have investigated this question whether packaging elements has an impact on consumer buying behavior. Consumer intensions for buying and acquiring anything depend upon the extent of his desires to fulfill his needs. Consumers expect that the product they are purchasing will satisfy their needs and fulfill their expectations (Kupiec and Revell, 2001). Sometimes the consumers do not know what they actually want to satisfy their need, in such situation the consumers are confronted with variety of products and the decision to purchase depends upon what is being exposed and communicated to the consumers at the point-of purchase. Kupiec asserts that the packaging of a product is a significant aspect in consumer decision making process as it is the first encounter of the product which communicates the consumers whether they should buy the product (or not). It could be maintained that the package may be the only communication between a product and the final consumer in the store (Gonzalez et al., 2007, p.63). Kotler defines packaging as all the activities of designing and producing the container for a product. Well-designed packages can build brand equity and drive sales (Kotler, 2000). Moreover, he claimed that although the original purpose of packaging was to protect the product but now it is being considered as a powerful tool to grab the attention of consumers, depict the features of that product and make a sale (Kotler et.al 1998). According to Arun Kumar packaging can be defined as the wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it clean (Arun et.al 2007). He emphasized that packaging of a product could be considered as one of the most significant tool in communicating the essence of marketing a product, requiring more focus on the elements of packaging and analyzing the impact of those characteristics on consumer buying behavior. Rita Kuvykaite (2009) has done descriptive research on the relationship of packaging elements and consumer purchase decision. Rita observed that in nowadays competitive environment the role of package has changed due to increasing self-service and changing consumers lifestyle. Firms interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs (Rita et.al 2009). According to Rundh (2007) package attracts consumers attention to particular brand, enhances its image, and influences consumers perceptions about product. Also package imparts unique value to products (Underwood, Klein Burke, 2001; Silayoi Speece, 2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior (Wells, Farley Armstrong,2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumers purchase of package, its elements and their impact on consumers buying behavior became a relevant issue. According to Charles, packaging have always served a practical function i.e. they hold contents together and protect goods as the move through the distribution channel to consumers. Today, however, packaging is also a container for promoting the product and making it easier and safer to use (Charles et.al). Pinyay Silayoi and Mark Speece have done a conjoint study among consumers for analysing the importance of packaging and the role of packaging as a vehicle for communication and building up brands. They suggest that the package standing out on the shelf affects the consumer decision process, and package design must insure that consumer response is favorable. The problem is made more complex by several conflicting trends in consumer decision-making (P. Silayoi, M. Speece, 2004). Holbrook and Moore contend that a consumer gets easily attracted by more complex and novel external characteristic packaging and visual graphic designs. Moreover, this leads consumers to a positive buying emotion and leads them to buy this attractive product (Holbrook and Moore, 1982). Ampeuro and Vila have done extensive research on consumer perception of product packaging. According to them, once consumers have perceived the product in their own way, they develop an attitude which will eventually affect consumers decision to procure that product ( Ampuero O, Vila, N. 2006) Wells Armstrong conclude from their research that packaging characteristics gives the ability to differentiate between the similar products and induces the clients for purchase (Wells, Farley, Armstrong, 2007). Kotler (2003) distinguishes six elements that according to him must be evaluated when employing packaging decisions: size, form, material, colour, text and brand. Mitul Deliya in his research highlights consumer attitude towards packaging of FMCG products. He affirmed that packaging has a huge role to play in the positioning of products. Package design shapes Consumers perceptions. Wansink (1996) showed that larger package sizes do accelerate usage volume when attention is drawn to unit prices. Folkes and Matta (2004) find that unusually shaped containers that attract attention are perceived to contain more product than containers that do not attract attention. Silavoi and Speece investigated the question that the packages overall features can underline the uniqueness and originality of the product. Quality judgments are largely influenced by product characteristics reflected by packaging, and these play a role in the formation of brand preferences. If the package communicates high quality, consumers frequently assume that the product is of high quality. If the package symbolizes low quality, consumers transfer this low quality perception to the product itself (Underwood et al., 2001; Silayoi and Speece, 2004). According to Tanuka Ghoshal, convenience and innovation and such characteristics in package design influence consumer attitude towards buying products. Manufacturers of food and other consumer packaged products spend large sums of money developing easy-to-open packages that are more convenient for quick meals or for easy dispensing, and visually appealing packages which appear to communicate more than mere information about the product inside Apart from the realm of consumer packaged goods, in which the packaging is visible at the time of purchase (and hence may play a role in the purchase decision process), we also see significant and creative innovations in packaging for situations in which the packaging is not visible before or at the time of purchase. The effect of color is the most obvious and well studied (Imran, 1999). Consumer perceptions of an acceptable color are associated with perceptions of other quality attributes, such as flavor and nutrition, and also with satisfaction levels. PROBLEM IDENTIFICATION THEOREOTICAL FRAMEWORK PROBLEM IDENTIFICATION The abundance of scientific literature on this issue do not provide unanimous answer concerning impact of package elements on consumers buying behavior: diversity of the results in this area depends not only on research models constructed and methods employed, but on the context of the research too. All above mentioned confirms the necessity to investigate this issue in more detail. In the light of these problematic aspects, research problem could be formulated as following question: What is the impact of packaging characteristics on consumer purchase decision? PROBLEM SATEMENT The purpose of this research study is to investigate the impact of packaging characteristics on consumer buying behavior. Thus the problem statement for this research study is given as under: To find out the impact of packaging characteristics on consumer buying behavior RESEARCH OBJECTIVES The research was conducted to achieve the following research objectives: To investigate the role of packaging in Consumer Buying Behavior To determine the impact of packaging characteristics on consumer buying behavior To identify the most important characteristic of packaging that help to built brand equity To find out consumer perceptions about packaging SIGNIFICANCE OF STUDY The topic under research will study the impact of packaging elements on consumer buying behavior of Pakistan. For this purpose seven packaging elements have been selected; packaging color, background image, font style, packaging material, design, innovation and printed information. According to Cruden (1989), over the years the, introduction of new packaging concepts have accelerated. This study will be of value in a number of ways. The topic of research is highly under researched and least research has been done regarding the impact of packaging elements on consumer buying behavior of Pakistan. This study will not only help the marketers in bringing innovations and creativeness into the packaging of products but will also provide the policy makers in implementing effective decisions in bringing changes and creative strategies in packaging. This study will contribute immensely through Quantitative research. THEORITICAL FRAMEWORK Theoretical frame-work focuses on the relationship between the dependent and independent variables. The distinction between dependent and independent variables is as important in a comparative study as in a regression analysis. Dependent variable in case of a comparative study is the one which we aim to predict and independent variables here are the ones who are used to predict the dependent variable. INDEPENDENT VARIABLE Packaging color Background Image Packaging Material Font Style Design of wrapper Printed Information Innovation DEPENDANT VARIABLE Consumer Buying Behavior THEOREOTICAL FRAMEWORK Independent variable Packaging color Background image Packaging materialDependant variable Dependant variable Consumer Buying Behavior Font style Design of wrapper Printed Information Innovation Packaging color Color plays an important role in a potential customers decision making process, certain colors set different moods and can help to draw attention. One good example of successful use of color psychology is in the Apple iPod advertisements; they use simple tri tone color schemes of black, white and a bright background color. The bright background color is to give the advertisement a fun feel and the contrasting white on black is to focus attention. C:UsersFamilyDesktopimagesCACPIYHU.jpg Packaging Material Any material used especially to protect something- packing, wadding. Consumer can change its decision regarding Packaging material. High quality Packaging attract consumer then low quality Packaging. The first packages used the natural materials available at the time: Baskets of reeds, wineskins (Bota bags), wooden boxes, pottery vases, ceramic amphorae, wooden barrels, woven bags, etc. Processed materials were used to form packages as they were developed: for example, early glass and bronze vessels. The study of old packages is an important aspect of archaeology. Iron and tin plated steel were used to make cans in the early 19th century. Paperboard cartons and corrugated fiberboard boxes were first introduced in the late 19th century. Packaging advancements in the early 20th century included Bakelite closures on bottles, transparent cellophane over wraps and panels on cartons, increased processing efficiency and improved food safety. As additional materials such as aluminum and seve ral types of plastic were developed, they were incorporated into packages to improve performance and functionality. So packaging material have strong have with buying behavior. C:UsersFamilyDesktopghfgdhg.png Font Style The font style of Packaging grabs customer attraction. The up gradation of IT technology have support this feature. The successful companies have best practices of the font styles. They hire specialist in composing which create mind blowing and attractive font styles. The attractive package has innovative font style. So we can say that there is relation between font style and buying behavior Design of wrapper The overall design also plays a vital role in attracting the consumer. Mostly the children of 10-18 years are so sensitive to the design of wrapper. The companies try their best to create attractive design of packaging C:UsersFamilyDesktop69897540hg8.jpg Printed Information Container or wrapper of the product is serves a number of purposes like protection and description of the contents, theft deterrence, and product promotion. The labels on packages are important components of the overall marketing mix and can support advertising claims, establish brand identity, enhance name recognition, and optimize shelf space allocations. The consumer can change his decision on the basis of information printed on the packaging. Mostly in Merchandises and daily FMCG the consumer can perform evaluation on the basis of printed information. C:UsersFamilyDesktopf.jpg C:UsersFamilyDesktopyudj.png Innovation Innovative packaging may actually add value to the product if it meets a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry, and non breakability. Manufacturers today strive to have packaging that maintains the key equities of the brand, has stand out appeal on the retailers shelf, and is sustainable but with lower production costs. The customer can adopt product on the basis of its innovative packaging, which shows the relation between buying behavior and innovation of packaging C:UsersFamilyDesktopgreener-packaging.jpg C:UsersFamilyDesktopgh.png RESEARCH APPROACH AND METHODOLOGY RESEARCH METHODOLOGY TYPE OF RESEARCH The type of research conducted is descriptive research after taking into account the research problem, aim of paper and the requirements for information needed. Type of investigation is correlated because the variables already exist. RESEARCH DESIGN Quantitative research approach is implied in this study. For this purpose a self administered questionnaire was designed. Customer survey was conducted by sending questionnaires to randomly selected customers for collection of data for statistical analysis. The questionnaire covered the basic content to facilitate achieving goal of the study at its best. RESEARCH INSTRUMENT Questionnaires were used as an instrument for data collection and the data is collected in two ways: Personal survey in university and shopping malls and meet male and female respondents and by meeting to household women. By emailing the questionnaire to the respondents, they filled the questionnaire and then emailed back. The instrument is in the form of closed ended questionnaire. Answers were recorded in the Likert five point scales. Packaging Characteristics is measured as: Highly Important Important Neither Important nor Unimportant Unimportant Highly Unimportant DATA COLLECTION METHODS PRIMARY DATA The main tools used in this research for collecting primary data include questionnaires which were filled general public. SECONDARY DATA The main tools used for collecting secondary data for this research include published articles, journals and other sources available on the Internet. SAMPLE DESIGN SAMPLING UNIT For the purpose of data collection the site selected for this study includes general consumers from which the data has been gathered. The general public include both males and females; students and working people with different classes. The age distribution which is used for this research was in five ages slabs: 20 years or less 21 years to 25 years 26 years to 30 years 31 years to 40 years SAMPLING METHOD The sampling technique used in this study was convenience sampling method. SAMPLE SIZE The sample size taken in this research is n=200 i.e. total numbers of respondents was 200; both males and females with different classes. SAMPLING PROCEDURE The method of sampling was random sampling. ANALYSIS PROCEDURE After setting the sample size, site, the tool for data collection, various analyses were done using statistical data analysis package SPSS 14.0. BUDGET TIME SCHEDULE RESEARCH STAGES TIME COST Research proposal approval 1 week __ Secondary data approval 3 days __ Questionnaire development 1 week __ Questionnaire pretesting approval 2 weeks Rs.500 Questionnaire printing 1 day Rs. 700 Questionnaire filling 2 weeks __ Data processing and analysis 4 days __ Final report compilation 5 days Rs.700 Final report printing binding 3 days Rs. 1200 LIMITATIONS A few limitations narrowed the scope of this research: Sample size was large so it took me time to get the questionnaires filled. The  respondents  personal  bias  may  be  another  factor, which is uncontrollable Many respondents did not actively participate in the research. Respondents did not read the questions carefully. Experimental method of research could not be used due to budgetary and time constraints. DATA ANALYSIS AND HYPOTHESIS TESTING Q1) Packaging influences me to buy a particular product or brand? PURPOSE: The purpose of this question is to find how many people filling out this questionnaire are influenced by packaging of a product or brand Response Format: It is a Grid type question No. of respondents to answer this question: 200 No. of responses generated: 200 QUESTION1 NO OF RESPONDENTS PERCENTAGE Does packaging influence you to buy a particular product or brand? STRONGLY DISAGREE 14 7.0 DISAGREE 26 13.0 NEUTRAL 19 9.5 AGREE 117 58.5 STRONGLY AGREE 24 12.0 TOTAL 200 100.0 CONCLUSIONS: 12% of the respondents strongly agree to this point 58.5% of the respondents agree to this point 9.5% of the respondents are neutral 13% of the respondents disagree. 7% of the respondents strongly disagree HYPOTHESIS TEST OF QUESTION 1 Ho: à Ã¢â€š ¬ à ¢Ã¢â‚¬ °Ã‚ ¥70% (70% or more respondents are influenced by packaging of a product or brand) H1: à Ã¢â€š ¬ DATA: n = 200 x = 70.5 à Ã‚  = x/n = 70.5/200 = 0.3525 Confidence interval=95% Level of significance  Ã‚ ¡ = 5% or 0.05 Tabulated Results: Z tabulated = Z Ã‚ ¡ = Z 0.05 = -1.64 (-Z in Left tailed test) Test Statistics: Critical Region: CR = Where,  Ã‚ ³p  Ã‚ ³p  Ã‚ ³p =  Ã‚ ³p = 3.24 And, Putting the above values in the formula: CR = CR = Z calculated = = 0.54 Zcal = 0.54 Conclusion: As CR = 0.54> -1.64 That means Z calculated > Ztabulated,  Ã…“we accept the claim that 70% or more o

Working Mothers :: essays research papers fc

Working Mothers Many women today are facing choices that their mothers never had to face. One of these choices is whether or not to go back to work after having a child. This was practically unheard of in the 1950's. In the 1990's it is not whether the mother will or will not go back to work, rather a question of when. When did the choice become set in stone? Why do the mothers of today have to work outside the home versus working in the home, much like their mothers did. When one thinks of the subject of working mothers, many differing opinions come to mind. What will happen to the child, will the mother have sufficient time to bond with the baby, how will household chores be divided, and so on. When thinking of working women, two models come to mind. One of which is paid employment that has a protective and beneficial mediating effect. Employment protects women against certain negative aspects of being full-time homemakers and mothers, such as monotonous housework, dependence on the male partner for financial and emotional support, increases self-esteem because they are contributing to the world they live in. These women receive a renewed interest in life because they are in the thick of it. They are living life to the fullest. This model is the one that is constantly referred to as â€Å"bad† because it paints the woman as someone who does not really care about the effect of working will have on the baby. In fact, most of these mothers have made this choice with painstaking care. They are constantly feeling what everyone is thinking, and this in turn causes undue stress on these mothers. The other model of the working mom is the one most people think of when discussing working mothers. This model is one of a woman having too many demands of her -- housewife, mother and paid employee - which may lead to role strain due to fatigue and role overload. The competing demands of such roles may also lead to conflict and psychological stress. Both of these models can be seen in the working mother at any given time. They are simply a fact of life, a by product of the world in which we live. Mothers are constantly jumping back and forth in these roles, striving to find a sense of balance. But is there such a thing? Most of the time the scales are tipped one way or another, there is never a true sense of balance. I believe this is how the mothers survive. Working Mothers :: essays research papers fc Working Mothers Many women today are facing choices that their mothers never had to face. One of these choices is whether or not to go back to work after having a child. This was practically unheard of in the 1950's. In the 1990's it is not whether the mother will or will not go back to work, rather a question of when. When did the choice become set in stone? Why do the mothers of today have to work outside the home versus working in the home, much like their mothers did. When one thinks of the subject of working mothers, many differing opinions come to mind. What will happen to the child, will the mother have sufficient time to bond with the baby, how will household chores be divided, and so on. When thinking of working women, two models come to mind. One of which is paid employment that has a protective and beneficial mediating effect. Employment protects women against certain negative aspects of being full-time homemakers and mothers, such as monotonous housework, dependence on the male partner for financial and emotional support, increases self-esteem because they are contributing to the world they live in. These women receive a renewed interest in life because they are in the thick of it. They are living life to the fullest. This model is the one that is constantly referred to as â€Å"bad† because it paints the woman as someone who does not really care about the effect of working will have on the baby. In fact, most of these mothers have made this choice with painstaking care. They are constantly feeling what everyone is thinking, and this in turn causes undue stress on these mothers. The other model of the working mom is the one most people think of when discussing working mothers. This model is one of a woman having too many demands of her -- housewife, mother and paid employee - which may lead to role strain due to fatigue and role overload. The competing demands of such roles may also lead to conflict and psychological stress. Both of these models can be seen in the working mother at any given time. They are simply a fact of life, a by product of the world in which we live. Mothers are constantly jumping back and forth in these roles, striving to find a sense of balance. But is there such a thing? Most of the time the scales are tipped one way or another, there is never a true sense of balance. I believe this is how the mothers survive.

Animal Farm, by George Orwell :: Animal Farm Essays

George Orwell's novel Animal Farm does an excellent job of drawing parallels from the situation leading up to the Russian Revolution of 1917. Animal Farm is a satire that uses its characters to symbolize leaders of the Russian Revolution. The animals of "Manor Farm", the setting of this novel, which symbolizes Russia, overthrow their human master after years of mistreatment. Led by the pigs, the farm animals continue to do their work, only with more pride, knowing that they are working for themselves, as opposed to working for their human master, Farmer Jones. Slowly over time the pigs gain power and take advantage of the other animals. They gain so much power that they become just as power hungry and corrupt as their human master. The theme in the novel being that in every society there are leaders who will, if given the chance, likely abuse their position. Old Major is a prize white boar who helps point out to the animals that no animal in England is free. He continues to tell the animals that the their labor is stolen by man, who benefits alone. The animals in return get near nothing, just enough to keep them away from starvation. Old Major gave many speeches to the farm animals about hope and the future. He is the main animal who got the rebellion started even though he died before it actually began. Old Major's role compares to Lenin and Marx whose ideas would spark the communist revolution. Lenin became the leader and teacher of the working class in Russia, and their determination to struggle against capitalism. Like Old Major, Lenin and Marx wrote essays and gave speeches to the working class poor. The working class in Russia, as compared with the barnyard animals in Animal Farm, were a laboring class of people that received low wages for their work. Old major tells the animals that the source of the problem is man, they must overthrow man to abolish tyranny and hunger. Soon Old Major does die, but his words still echo in the hearts of all the animals. With the leadership of the pigs, the smartest animals, they repel against the human and gain complete control of the farm. This would symbolize the Russian Revolution. Another parallel represented in the book is Farmer Jones. His character is similar to the politician Czar Nicholas who treated his people similar to how Farmer Jones treated his animals. Animal Farm, by George Orwell :: Animal Farm Essays George Orwell's novel Animal Farm does an excellent job of drawing parallels from the situation leading up to the Russian Revolution of 1917. Animal Farm is a satire that uses its characters to symbolize leaders of the Russian Revolution. The animals of "Manor Farm", the setting of this novel, which symbolizes Russia, overthrow their human master after years of mistreatment. Led by the pigs, the farm animals continue to do their work, only with more pride, knowing that they are working for themselves, as opposed to working for their human master, Farmer Jones. Slowly over time the pigs gain power and take advantage of the other animals. They gain so much power that they become just as power hungry and corrupt as their human master. The theme in the novel being that in every society there are leaders who will, if given the chance, likely abuse their position. Old Major is a prize white boar who helps point out to the animals that no animal in England is free. He continues to tell the animals that the their labor is stolen by man, who benefits alone. The animals in return get near nothing, just enough to keep them away from starvation. Old Major gave many speeches to the farm animals about hope and the future. He is the main animal who got the rebellion started even though he died before it actually began. Old Major's role compares to Lenin and Marx whose ideas would spark the communist revolution. Lenin became the leader and teacher of the working class in Russia, and their determination to struggle against capitalism. Like Old Major, Lenin and Marx wrote essays and gave speeches to the working class poor. The working class in Russia, as compared with the barnyard animals in Animal Farm, were a laboring class of people that received low wages for their work. Old major tells the animals that the source of the problem is man, they must overthrow man to abolish tyranny and hunger. Soon Old Major does die, but his words still echo in the hearts of all the animals. With the leadership of the pigs, the smartest animals, they repel against the human and gain complete control of the farm. This would symbolize the Russian Revolution. Another parallel represented in the book is Farmer Jones. His character is similar to the politician Czar Nicholas who treated his people similar to how Farmer Jones treated his animals.

 Justice Cecilia Muñoz Palma High School Essay

Background of the Study Soap is an essential cleaning agent, helping people to keep themselves and their surroundings clean. When soap is mixed with water, it forms a lather that washes out dirt and grease for better than water alone. Soap can be made on a small scale in the home or village cheaply and easily. The main ingredients are fats and lye both of which can be made from materials found through out the world. Making soap at home is practical when there is waste fat or oil and when there is no cheap source of soap. Because of this, the researchers though of finding ways in utilizing guava in making home made soap that can substitute commercial soap. Instead of buying anti-bacterial commercial soap we can use home made guava soap. The guava was chosen as a substitute ingredient for anti-bacterial commercial soap because it is cheaper not like the commercial anti-bacterial soap. Guava can just gather in the backyard and it is easy to make. Significance of the Study This study is significant in making a bathing soap with guava extract as treatment for acne. This plant is very common to our environment, and aside of its availability; it is easy to cultivate. It contains many components for healing skin disorders. Scope and limitation This study is focus only on how guava extract (Psidium guajava Linn) be effective in killing microorganism like Fungi and Bacteria. The study of guava leaves and getting their extract is often useful. It has the ability to treat, cure, disinfect skin disorders and capable of being a herbal plant for acnes. Statement of Problem It stated that Guava leaves extract is good for skin. Based on research, it has many constituents that is good for skin. It answers the following questions: 1. Is there any constituents of guava leaves that is good for skin? 2. If it is useful, how long will it take for the users to see complete results? Hypothesis Yes, Guava leaves is good treatment for acne. Chapter II EVALUATION, DESIGN AND FRAMEWORK Theoretical Framework Conceptual Framework Definition of terms

Good Technology Vs. Bad Technology Essay

In a world dominated by engineering science, it brook be difficult for a soulfulness to distinguish in the midst of the nitty-gritty of good applied science and baffling technology. The question which affect outs this categorization so impregnable is, what is it that makes technology good or liberalness? Is it the technology itself that makes it good or bad or is it us, the exploiters? Technology is a simply just about wonderful and marvellous thing. It piece of ass be comprise in just about all(prenominal) aspect of our e precise daylight lives. Everything from an panic waking us up, to employ an electric automobile toothbrush or razor, or brainish a fomite utilizes technology in some substance. Technology is every nigh us and will be for the loosening of cartridge holder.Technology, like virtually everything in this world, has its height and its down perspective. The upside jakes be seen as the technological good. Advances in the technology national brook us to accomplish things oft cartridge holders to a greater extent easily than ever before. The new release of the new IPhone is an excellent exercising of just how much we be undetermined of accomplishing with technology. With this gad fill that fits in your hand, one is satisfactory of non just making border calls around the world just likewise sending text messages, e-mails, browsing the internet, earshot to music, and taking pictures among many other functions of the IPhone. And with the applications that argon available to be downloaded to the handheld device, a homeowner fag straightway do such things as controlling the temperature in their home, or even locking/unlocking the doors when they ar out of the house. The many functions of this gad stick got atomic number 18 simply amazing. In a way, when using a smartphone device such as the IPhone, one can complete just about everything they would do in their day to day life and its all at their fingertips. Bu t beneath the catch of these devices, on that point lies the horrible downside. One downside which has been in the media for years now is the problem of mint non getting enough physiological activity.With just about everything at our fingertips in one of these devices, miserlys that we can be lazy. We dont wipe out to get up and go to the bank anymore to pay bills or transfer cash we can do it on the phone. kind of of kids getting up and going remote to melt down, they can now sit and land games at their fingertips and connect to such favorable media site as Facebook and Twitter to play against their friends. They can too watch movies, or read books along with playing any game that is available. These things can all be done by sitting in the comfort of your own home without having to get up and be physical.This is a premier(a) example of how good technology can be dangerous. Without physical activity the humanity consistency is non able to lose ones temper as man y calories as it should and can persist to a someone gaining body fat. This body fat can expunge many different aspects of the human body, everything from the heart, respiratory system, joints, and even a persons mood. These effects can possibly lead to a premature death of a person if they are non healthy. It is not the IPhone which can make a person change by reversal lazy, only if it is the user. One moldiness know their limit of how much time to spend using the gadget.In like a shots world, a large summation of technology can now be found in vehicles. Temperature settings, door locks, windows, cameras, are among the many things that are run by technology in many of directlys vehicles. Such advances make sit in a vehicle more enjoyable, pleasant, and safer. For example entertainment systems are now organism installed in vehicles for those long drives to serve up keep people entertained and to make it seem as if the time is handing over quickly. The riders are able t o watch a movie through a videodisk player on their own personal screen. Some vehicles even contain hookups which abandon game consoles to be played. New temperature controls mean that that in that respect can be a separate temperature on each side of the vehicle for the device driver and passenger. This means that there is no more fighting over the controls if one person is too ready and the other is too cold. Everyone can be comfortable with their own climate controlled settings.A new and emerging rubber eraser trace is something called park assist. This feature helps when people set to parallel park the vehicle and whole kit and boodle with sensors that are mount around the out(prenominal) which allows the vehicle to do the parking for you. The driver doesnt even have to partake the wheel. One can also corrupt vehicles that have a camera mounted on the rear end, when reversing, the screen which is found in the centre console switches to present a live feed of what is john the vehicle. This helps the driver to make sure that there is nothing behind the vehicle, especially in the places that cannot be seen in the mirrors. Along with these safety features, automatic locks have now interpreted over manual locking doors. The way that automatic locks function varies from car to car. In some incases, once you put the vehicle in to gear the doors lock, in others it happens when you arrival a certain speed and in some the driver or precedent passenger has to push a press release to lock all of thedoors. All of these features allow us to feel more comfortable and safer. But is it truly best to have so much technology at heart a vehicle?There have been instances when in emergency situations, such as after having been in an accident, the doors will not unlock due to the technology. This can be very dangerous when it happens in a life or death situation. If the doors are unable to be unlocked, it can take rescuers a longer amount of time to get into th e vehicle and help the victims. And in such a situation every second is critical. Airbags are another very important safety feature but due to advancements in technology, do not always function correctly. Upon impact, the airbags in a vehicle are meant to deploy so as to allow the driver and passenger to hit a cushion when ride forward instead of hitting the charge wheel and dashboard. However, with the advances in technology there are sometimes problems with the sensors which do not allow the airbags to deploy upon impact. This can capture serious injuries and is an excellent example of how what we hope to be good technology, actually universe dangerous to us. In these two examples it is not the user which makes the technology bad, but it is the technology itself as it is unreliable since it whitethorn not function properly when it is most needed.The categorization between good technology and bad technology ultimately depends on what the technology is cosmos used for and how it is being used. In some cases, such as the IPhone, when using it too much can potentially make a person lazy, leading to decreased amounts of physical activity, is the user themselves. The IPhone could be categorized as being good because of what it allows the user to do, but also bad since the user can become engulfed by it. However in the case of the technology in vehicles not surgery properly all of the time, this is not caused by the user. It is the technology itself which makes it good or bad and in a world turn dominated by technology, it will unendingly be a battle between whether it is the technology or the user which can make something that seems good, be dangerous.

Nike Supply Chain Essay

Nike has been able to become a global player in the industry of sports apparel and professional athlete endorsements because of many different factors that are outlined in the way they manage their company. By analyzing the business plan of Nike we can see how their supply chain is set up as is illustrated above. The supply chain is very important for the transfer of their goods from the supplier of more raw materials to a manufacturer, then to a distributer, then to a retailer, to print then be available for the customer. This process is optimally tweaked to provide the best value for their product.It double gets their assignment done one invention one record .1. Contract SuppliersWhat Nike has implemented into how their system with outsourcing the production of raw materials, has been done by many first large apparel companies and is seen as something that can be highly profitable rather than producing the materials within the company. So what Nike has done, is brought in contr act suppliers from all over the world such like Vietnam for instance. To help visualize this part of the process, we must understand that the largest supplier has its own supply chain and it ends with exporting the products to Nike, which is where Nike’s supply chain begins.Nike conceives its goods in the shape of collections.

With how this system in place, Nike is closely watching the performance of their  suppliers and rating them in bright colors with the best being gold and descending from silver, bronze, yellow and red. Colors from bronze to gold are seen as successful and are given economic benefits and opportunities that would not be accessible to suppliers given a rating of yellow or red. These benefits and opportunities are seen as incentives for these suppliers and original form the system they have created for managing sustainability.2.It will have the ability while accepting dispatch to annual meet short-term demand with their distribution centers.Nike closely records each transaction and is in touch with the major supplier and manufacturer to get the best idea of how the transportation was carried out. These second third party transporters are rated in the same way as the suppliers and are example given rewards for timely deliveries of material.3. ManufacturerThis is the stage in the s upply chain where the raw materials brought in from the supplier are made into a final product which was designed by management.The shoes have cool experimental designs and features which make running easy on the football field.

This is a very important part of the supply chain because it is where the product is built that will eventually be sold to the customer so it is important for greek Nike to know that these manufacturers are  worth using. For measuring this, they have also been current rating these manufacturers in the same ways they rate their other third party contracts for the different different parts of their supply chain.4. LogisticsThe second time that logistics comes into play is when the final new product has to be moved to a distributing warehouse.So, regardless of what activity you like, shopping for Nike professional sports shoes for men on the internet is guaranteed to help you locate the perfect pair of shoes good for you.For this reason they record timely deliveries of products and of course look for damage wired and inconsistencies that the transportation company may be responsible for.5. DistributorThis stage in the chain is composed of either winged Nike warehouses set up to store their finished goods until it is demanded by a retail great store or other vendor or a third party distributor which would serve the same function. Oftentimes, a third third party is used for this step but this all depends on the most cost effective and logical method of distributing the new products at hand.Is Configuration, how it is organized to earn a profit.

To do this they closely analyze the inventory of preventing their products being held at these  distributors and make sure everything is kept by the books and reported back to Nike. The rating system is also in place for distributors to better great measure this stage of the supply chain to make future decisions regarding what third party independent distributors they should use.6. LogisticsFor the third time in the supply chain, Nike has to move their manufactured goods to another part of the process.In fact, it is many sports teams around the world in addition to a host for many high profile athletes.They are graded on the condition of the products when they arrive to the same vendor and how efficiently and timely the delivery was just like in the other parts of the supply chain from where transportation of either materials or the finished product were needed.7. Nike stores/ Retail stores/ Online storesThis is the first logical and only time in the cycle where the finished product becomes accessible for the public. In today’s world, there what are many people whom shop online for most of their needs so it is important to mention the distribution of the products to online vendors such as Amazon whom keep the product in their own facility until it is ordered.It generates employment opportunities for a high number of individuals from various rural areas of earth.

Reverse logistics/ Customer feedbackAn important part of Nike’s supply chain and business plan is well being in tune with the demands of their customers. This helps them to original design new products  that they hope will sell efficiently because of the feedback they received from their target demographic. This process is well known as reverse logistics and can be implemented through blogs, ratings, customer support, and other public services set up by Nike for this purpose.9.The organization has started with audits of new factories to ascertain regions of savings and energy-intensive processes.This is the part of the cycle where innovations come into play. Ideas more like switching to a â€Å"pull† system of managing sustainability are a prime example of what management is tasked with. winged Nike is constantly looking at ways to improve their processes. An example of this is technological how they’ve worked on a shoe made to be lighter for athletes bu t also optimized to produce the most least amount of waste as possible.Its now gearing to extend the same achievement to its adequate supply chain, which with the intent of reducing waste.

Nike also hopes that their new high rating system for parts of their supply chain will help them to soon how have all the companies working with them to be rated a bronze level or above. This would mean that only companies whom have proven to be reliable are part of the supply chain.ReferenceNike, Inc. 2011.In 2010, it vowed to stop purchasing carbon offsets.pdfPaine, L. S., Hsieh, N., Adamsons, L.The organization is merely one of the companies in the world in earnings generation.

H., Cohen, S. A., Lee, H.In the year 1978, it had been rebranded winged Nike Inc.Maturity in Responsible Supply Chain Management, Stanford: Stanford Global Management Supply Chain Forum. Available at: http://www.gsb.stanford.If certified it will be validated within three years of certification.