Cómo completar las planillas de Inmigración

Cã ³mo completar las planillas de Inmigraciã ³n Las peticiones al Servicio de Inmigraciã ³n y Naturalizaciã ³n (USCIS, siglas en inglã ©s), se hacen rellenando la planilla correspondiente al beneficio que se solicita. Cã ³mo obtener las planillas de Inmigraciã ³n Los formularios para solicitar beneficios migratorios child gratuitos. Casi tasks pueden encontrarse en web en la pgina del USCIS. Adems, las personas que residen en Estados Unidos pueden tambiã ©n solicitar por web en la pgina de USCIS que se les envã ­en por correo ordinario los formularios. Tambiã ©n se puede realizar la misma solicitud marcando al 1-800-870-3676. Es requisito saber quã © nã ºmero de formulario es el que precisa. En un plazo de 10 dã ­as se recibir en casa la planilla solicitada. Tasks los formularios se pueden rellenar en papel y, algunos, tambiã ©n pueden ser completados y/o enviados por web. 9 hints para rellenar las planillas en papel de Inmigraciã ³n Las reglas generales que deben seguirse child las siguientes: Escribir con tinta negra, preferentemente en letras mayã ºsculas y que puedan fcilmente leerse. Para espacio adicional, si para contestar an alguna pregunta de la planilla se necesita ms espacio, tomar una hoja en blanco y seguir con la respuesta. Adems, firmar esa hoja, ponerle fecha, y el nã ºmero de la pregunta que se est respondiendo. En el caso de que se tenga un nã ºmero del outsider enrollment number, deber tambiã ©n incluirse en dicha hoja adicional. Cuando una pregunta no aplique, responder N/A y cuando la respuesta correcta ocean â€Å"ninguno†, anotar NONE. Pero no dejar en blanco ese espacio. Para adjuntar la documentaciã ³n adicional, como pueden ser pasaportes, tarjetas de residencia, certificados de matrimonio, calificaciones escolares o profesionales, and so forth. Salvo que se especifique otra cosa, es suficiente adjuntar una fotocopia clear de los documentos. Es recomendable sneer con detenimiento las instrucciones de cada formulario. Cabe destacar que si no es necesario enviar el unique de un documento pero se envã ­a, USCIS no lo regresa. Debe traducirse al inglã ©s task documentos que estã © en otro idioma. En la mayorã ­a de los casos, no es necesario contratar an un traductor jurado, ni obtener la Apostilla de la Haya ni la firma de un notario pã ºblico. Como regla general, es suficiente que la traducciã ³n la realice una persona con buen conocimiento de los dos idiomas y que asã ­ lo certifique siguiendo este modelo de carta. El pago puede hacerse por cash request o check o tarjeta de dã ©bito o crã ©dito. En este à ºltimo caso, solo si se envã ­a una solicitud an un lockbox de USCIS. En algunos casos, como en la solicitud I-131A de aplicaciã ³n de documento para viajar, es posible pagar on the web. Si se paga mediante cash request o check, debe ser pagable a U.S. Branch of Homeland Security, por una cantidad en dã ³lares y el check o la cash request debe ser de un banco radicado en Estados Unidos. Es muy importante no utilizar iniciales. Es decir, no escribir cosas como DHS o USCIS. Precisamente la verificaciã ³n de que se ha efectuado el pago es una de las primeras seã ±ales de que la oficina de inmigraciã ³n ha recibido la peticiã ³n. Si se desea pagar con una tarjeta de crã ©dito o dã ©bito Visa, MasterCard, American Express o Discovery debe completarse el formulario G-1450. Si cuando USCIS intenta cobrar no feed fondos suficientes, se rechazar la solicitud ya que no intentar el cobro una segunda vez. Para pagar con tarjeta de crã ©dito o dã ©bito debe tratarse de una peticiã ³n o solicitud enviada an un lockbox de USCIS. Como ejemplo de dichas peticiones destacan I-130 para peticiã ³n de recognizable, I-485 para ajuste de estatus, N-400 para solicitar la ciudadanã ­a estadounidense por naturalizaciã ³n, and so forth. Tasks los documentos deben firmarse, se puede firmar en tinta azul o negra. Pero recordar que el formulario solo se puede completar en tinta de shading negra. Bajo ningã ºn concepto utilizar colores tipo verde, rojo, and so on., ya que la peticiã ³n ser rechazada. Verificar si se califica para no pagar la tarifaâ al USCIS. En casos muy especã ­ficos, puede solicitarse a USCIS no pagar por la cuota de una solicitud cuando pueda alegarse problemas econã ³micos y se estn recibiendo beneficios como Medicaid, cupones de alimentos (SNAP), SSI o TANF. Mentir en una planilla para obtener un beneficio migratorio es un fraude de ley que puede tenerâ consecuencias graves. Planillas que pueden rellenarse electrã ³nicamente El USCIS permite que se completen por web ciertas planillas en lo que se conoce como e-recording. Entre las planillas que pueden rellenarse electrã ³nicamente destacan el AR-11 para notificar el cambio de domicilio, el I-90 para reemplazar la tarjeta de residencia, el N-400 para solicitar la ciudadanã ­a estadounidense por naturalizaciã ³n o el N-600 para la aplicaciã ³n de la emisiã ³n del Certificado de Ciudadanã ­a. Para completar de este modo las planillas ser necesario crearse previamente una cuenta en la pgina web del USCIS y seguir las instrucciones pertinentes para cada formulario. En estos casos de e-recording, el pago por la solicitud a la que se aplica puede hacerse mediante tarjeta de crã ©dito, dã ©bito o transferencia bancaria desde una cuenta corriente o de ahorro. Al acabar de rellenar el formulario se recibir una confirmaciã ³n de que el USCIS ha recibido la aplicaciã ³n. En esa confirmaciã ³n aparecer una direcciã ³n. Debe enviarse a dicha direcciã ³n la documentaciã ³n adicional que se necesita en los 7 dã ­as siguientes a haber rellenado la solicitud por web. Estos documentos que deben adjuntarse estn los que prueban la identidad de la persona que realiza la peticiã ³n y tambiã ©n su derecho al beneficio que solicita. Por ejemplo, copia de la tarjeta de residencia o de un certificado de nacimiento o matrimonio. El tipo de documentaciã ³n adicional depende del tipo de solicitud. En general, ser suficiente una fotocopia intelligible del documento que se solicita y, si algã ºn documento est en un idioma distinto al inglã ©s, enviarlo traducido. Adems feed que incluir como primera pgina la pgina en la que se ha imprimido la confirmaciã ³n de haber realizado la peticiã ³n por web â€sã ³lo esa hoja, no copias de toda la solicitud. En los casos en los que tambiã ©n se deba enviar fotografã ­as en shading tipo pasaporte, estas deben reunir los mismos requisitos que las fotos que se piden cuando se solicita una visa o pasaporte. Deben de tener menos de 30 dã ­as y anotar en el reverso con un lpiz el nã ºmero de confirmaciã ³n de la solicitud rellenada por web y, en los casos en los que ocean necesario, el nã ºmero que corresponda al outsider enrollment number. Si no se envã ­an estos documentos, es posible que se cancele la peticiã ³n. En algunos casos, se recibir una cara de Peticiã ³n de Evidencia (RFE, siglas en inglã ©s) pidiendo la documentaciã ³n y fijando un plazo para no enviarla. Sin esos documentos no se tramitar la peticiã ³n y se perder el dinero ya abonado. Asesorã ­a para completar las planillas de Inmigraciã ³n Si se desea obtener un beneficio migratorio es muy importante estar correctamente asesorado con un buen abogado. Si no se puede pagar, existen organizaciones reputadas que brindan ayuda para llenar los formularios migratorios. En el caso de ser mexicano, se puede llamar an un telã ©fono de consulta donde dan buenas referencias sobre donde buscar ayuda para estos casos. Cã ³mo seguir un caso migratorio Una vez que el USCIS recibe la papelerã ­a, la persona interesada tiene a su disposiciã ³n distintasâ maneras para informarse de cã ³mo va el caso, desde marcando a seguimiento online o a presentarse en una oficina migratoria. Sin ban, cabe destacar que los formularios tienen un tiempo de tramitaciã ³n que depende de su categorã ­a y de la oficina que debe tramitarlo. USCIS no dar ninguna informaciã ³n mientras no llega el tiempo de procesamiento porque, sencillamente, no tiene nothing de lo que brindar informaciã ³n. Puntos Clave: rellenar formularios de USCIS Los formularios de USCIS pueden obtenerse gratuitamente en la pgina oficial del Servicio de Inmigracià ³n.Los formularios pueden ser en papel y, en algunas anxieties, es posible utilizar el sistema e-recording, es decir, solicitar un beneficio o presentar una peticiã ³n por internet.Todos los formularios deben firmarse.Los formularios en papel deben completarse en tinta negra, escribir N/A como respuesta a las preguntas que no aplican y NONE cuando la respuesta ocean ninguno.Pueden aã ±adirse hojas en blanco para incorporar ms informacià ³n.Toda la documentaciã ³n adjunta debe traducirse al inglã ©s, si estuviera en un idioma distintoEn principio, no debe enviarse documentaciã ³n unique y es suficiente copia legible.Puede pagarse con cash request, check o tarjeta de crã ©dito o dà ©bito.Mentir en un formulario de USCIS para obtener un beneficio migratorio es un fraude de ley, el cual tiene consecuencias graves. Este es un artã ­culo informativo. No es asesorã ­a legitimate para ningã ºn caso concreto.

Wit, Humor and Irony in Pride and Prejudice free essay sample

The target of this paper is to investigate the mind, the incongruity and the cleverness present in the novel made by Jane Austen: Pride and Prejudice, composed somewhere in the range of 1796 and 1797. This epic is fundamentally a romantic tale that manages the topic of marriage, social classes, and their disparities and partialities. The champion Elizabeth Bennet is a 20-year-old young lady, depicted as a keen and clever individual, living in the late of eighteenth century in a bequest called Longbourn with her family. Despite the fact that it is an old book, Pride and Prejudice contains a ton of subjects in it that are forward-thinking and intriguing to present day perusers. Included it has roused motion pictures and TV arrangement. The most recent adjustment of the book to the motion pictures was made in 2005 and it is the one we will break down so as to think about the book and the film. Jane Austen is a standout amongst other known and most read writer in English writing. She has an extraordinarily ability to depict characters and connections, just as her incongruity and social silliness/parody. Jane Austen’s books recount to romantic tales, however consistently in view of something more than sentiment, particularly since she was against strongly enthusiastic sentiment herself. Notwithstanding the subject of adoration, she likewise expounds on fellowship, respect, sense of pride and cash. She passed on in 1817 with 41-year-old and never got marriage, the significance provided for this issue is constantly reflected in her work, particularly the way that finding an appropriate spouse was one of the fundamental objectives in the women’s lives. Jane Austen and her family had their place in the â€Å"gentry† inside the social class framework in England. The upper class were the developing white collar class which incorporated the lower honorability and the â€Å"bourgeoisie† (land possessing working class). The â€Å"gentry† was a wide class with individuals with various fortunes in it. There were some rich and others very little. It had affected her books. Jane realized that new gatherings of noble men were ascending. She features Mr. Gardiner, Elizabeth’s uncle, a representative in London as somebody from the upper class. She is known as an individual truly worried about social inquiries and she shows it in the book. All through this novel, she uncovered the people groups jobs and thoughts of status. Jane frequently discusses societys suspicions and characterizations. In this book, Jane Austen additionally investigates the pressure between the development of female character and individual premium. It shows up from numerous sections in the novel that the ideal models of female conduct forestall a legitimate presentation of self. During her lifetime, the writer utilized subjects of: Individual and society, Property and class, Politics, Gender, Religion, Morality, Education and perusing. Mind, Humor and Irony in Pride and Prejudice Jane Austen’s notoriety is a blend of numerous great characteristics. She can appear in her books all her cunning through the Irony, parody and cleverness. The incongruity is one of her most trademark abstract strategies. Her books utilize incongruity to show the social bad faith. In the book we are studding she utilizes incongruity to condemn the marriage showcase, she says on the start of the book â€Å"It is a reality all around recognized, that a solitary man possessing a favorable luck, must be in need of a spouse. In any case, during the novel she negates it: it is ladies without fortunes who need spouses and search them out. Also, the main character who joins this â€Å"truth† is Mrs. Bennet, The creator additionally has the trademark to show with humor that the inversions of social are out of the truth. The â€Å"truth† she uncovered in the principal lines, inform us regarding the setting of the book: the Bennet family, are not really attempting to wed their 5 little girls. The mother is extremely stressed with these relationships, and in her endeavors to ensure that they will marriage as fast and profitably as conceivable makes an interesting show about family, society, and marriage. Perusing the book you can see in various scenes that Jane utilizes the funniness to portraying and investigating the various connections that are accompanying the history. She utilizes satire for instance to show Mrs. Bennet hysterics and fervor over another rich man around, or Mr. Collins perpetual bowing. It is utilized by Austen to snicker and disparagement certain individuals and circumstances that she objects. For example, individuals who base their lives and connections on blandishment, or individuals who are excessively brimming with themselves. Austen additionally utilizes parody to uncertainty of common speculations. Particularly Elizabeth, she is seeing as significant interiority, while others serve explicit capacities without more prominent profundity and are frequently essentially scorned by the creator. Austen manages female, male, focal, and fringe characters in an unexpected way. The subsequent picture of society can appear to be brimming with clashing perspectives. She frequently shows the indiscretion of human conduct. Storyteller The book uses a mix of account voice and exchange or appearing and telling. The epic is written in the third individual, where the storyteller isnt a genuine character in the story however an outside watcher. The storyteller is likewise omniscient; the individual can go into a characters musings and advise the peruser regarding what's going on. Characters Elizabeth Bennet She is the second girl in Bennet’s family, appearing as the most keen and shrewd. She is the hero, to the perusers she has just great characteristics she is beautiful, shrewd, genuineness, highmindedly, she is very surprising than the general public where she lives. She changes the novel into a history where she is battling for her genuine romance, Darcy. Her target in the book isn't follow their sisters or mom advices, she is looking to defeat her own mixed up impressions of Darcy, which at first lead her to dismiss his proposition of marriage and gradually she begins to see the respectability of Mr. Darcy and she understands the blunder of her underlying preference against him. With this character Jane Austen’s questions the inclination to pass judgment on close to home legitimacy dependent on salary and status. Elizabeth at first is believing that Mr. Wickham is a decent man in spite of the fact that of low economic wellbeing, and she accepts that Darcy, in view of his fortune is an awful individual. Elizabeth habits are portrayed by the others as exceptionally awful without a doubt, a blend of pride and impudence however the creator is attempting to depict her as the one in particular who has confidence. Fitzwilliam Darcy In the start of the book, Elizabeth portrays Mr. Darcy as the proudest, most repulsive man on the planet. Be that as it may, in certainty he isn't in excess of a child of an affluent, settled family and the ace of the incredible home of Pemberley. Darcy is Elizabeth’s perfect match. Insightful and decided, he also tends to decide just as she does. Furthermore, his affluent does right by him and in spite of the fact that he doesn’t appear to mind, he knows about his social condition His presumption makes him at first to wreck the relationship he was attempting to organize. At the point when she decreases his proposition he begins to be progressively modest. In spite of the fact that the decline he remains committed to her. After many demonstrates he shows himself as a man who commendable Elizabeth’s hand and she at long last adjust her perspective, she apologizes and acknowledge to remain with him. Jane Bennet and Charles Bingley Jane is the senior sister of Elizabeth and Bingley is the Darcy’s closest companion, Jane and Bingley get lock in. They initially meet at the ball in Meryton and appreciate a quick common fascination. They are most similar to approach in their conduct; both are upbeat, well disposed, and kind. They generally make great decisions attempting to see the great side of everybody. They make an incredible complexity to the couple Beth and Darcy. Their important attributes are generosity and similarity. They are to show the genuine romance without pride or preference. Mr. Bennet He is Elizabeth’s father and is attempting to discover his job in a family with such a crazy spouse and troublesome girls. He is segregated and once in a while he shows mocking cleverness. Mr. Bennet recognizes himself with Elizabeth in light of her keenness and insight. In spite of the fact that he looks a thoughtful individual we can see that he is in certainty a powerless father who doesn’t respond when he is required. Mrs. Bennet Mrs. Bennet is exhausting and troublesome character. She is loud and stupid; she is a lady who just tries to marriage her little girls. Incidentally, her targets never appear to work appropriately. She isn't benevolent with nobody which she attempts to frantically pull in. Toward the finish of the book, she ends up being such an ugly figure, with no great qualities. She is by all accounts the picture of eagerness. The connection between Mr. furthermore, Mrs. Bennet isn't a case of adoration and marriage amicability. The hostility or just misconstruing among a couple serves to set each character into a sort of help where deficiencies and silliness become featured. Analyze the novel and the film In my view the fundamental distinction are the various expectations of the two variants. The distinctions can be the greatest number of as we can watch for instance, the film has a short length, in this way, a large number of the expectations and feelings presents on the book don’t show up in the film. The characters are not very much depicted, the scenes and even the essential issue of the novel are unique. I’ve saw that the triangle between Elizabeth, Darcy and Wickham are not stressed in the film all things considered in the book. The Darcy story itself isn't projection on the film. Other detail that didn’t show up in the film are the Bennet’s sisters visit to their auntie, and the narratives that occur there were excluded. The book gives us more insights regarding the activities and the characters conduct, I saw that the own Elizabeth in the film is a discourteous young lady and cranky, yet in the book she is introduced as a pleasantness young lady, and a clever ladies with kind habits. The connection between Bennet’s family, unique among Jane and Elizabeth are not very much uncovered in the m

Just Do Something

Just Do Something The iconic Nike slogan Just Do It is famous for a reasonâ€"like any helpful maxim, its pithy, instructive, and simple. But what if you dont know what it is? Were often encouraged to follow our passion, to do what we love, to get things done. The trouble with these truisms is they presuppose an off-the-rack product. But its doubtful your future pursuits are already fully assembled, just waiting to be discovered. So. If your passion isnt readymade, you must make it. Because youre unlikely to find it. The more helpful advice is: Just Do Something. Do something that aligns with: Your values, beliefs, and community. Your interests, talents, and curiosity. Every comedian had to tell their first joke. Every musician had to play their first chord. Every all-star had to take their first shot. Your next diversion may not be your lifelong hobbyhorse. Thats okay. If its not, then just do something else. Again and again. Everything meaningful resides on the other side of the drudgery. Subscribe to The Minimalists via email.

The Importance Of Literacy - 748 Words

Taylor Ellwood once said â€Å"Literacy isnt just about reading, writing, and comprehension. Its about culture, professionalism, and social outlook.† Some might say that this is absurd or untrue but in a world of learning and knowledge literacy is necessary to the advancement of humanity. Merriam Webster defines â€Å"literate† as the ability to be able to read and write text. This though is not elaborate enough to help readers understand the true complexity of the word. Literacy is much more elaborate than being able to read and write. These may be the most essential parts of literacy but today our comprehensiveness of literacy is made of up far more. Literacy is really complex because it leads to communication skills and the use of arithmetic†¦show more content†¦In addition, it is crucial that teachers of literacy set strong foundations for the children. To teach literacy effectively, teachers must have an in depth understanding of the foundation. There is significant substance at the core of literacy. Literacy does not simply mean having the ability to read and write. Being literate today also includes a collection of skills such as viewing, listening, thinking, speaking and how you can put all of this together to achieve difficult tasks. The ability to help students come to an understanding and use literacy is what helps cut the complexity of literacy in half. Society has proven time after time that it will reward individuals who are competent and not listen to those who are not, whether expressed in terms of job opportunity or just on a social level. It isn’t hard to look just into everyday life to realize that our literacy skills carry much weight. Without the proper literary skills, we would not be able to identify what medicine it is we need to take or what to do if there was a fire and action needed to be taken. These are just two simple examples of how literacy is important to us daily. As society moves into the coming decades literacy has shown that it is very important to the performance of the economy. Without the simple tools illiterate people in society would become very lost in the fast pace fast changing ways of our society. It has proven to be a fight orShow MoreRelatedThe Importance Of Literacy1201 Words   |  5 PagesLiteracy is a very important and useful tool someone should have when walking through life, it can help make peoples life more simple. Sometimes literacy can be hard to learn, but it is worth it in the end. Being literate can help out when people want to learn something new or have important work to do for a job or school. Being able to read and write can open a world of stories, conversations, and opportunities. People and teachers had often influenced me, negatively and positively, on literatureRead MoreThe Importance Of Health Literacy757 Words   |  4 Pagesconsider how we will be able to reach all of them. We will start this process by choosing and creating a group of advocates who can get to each individual employee. By having a diverse group of people advocating for the new plan to tackle health literacy through our app, we will be able to connect with each and every person who is apart of the organization. Of those advocates there needs to be a leader, supporters and people who actually will do the groundwork. The leader would be someone who basicallyRead MoreThe Importance Of Literacy In Science1287 Words   |  6 PagesLiteracy in science is an essential skill all students who study science should obtain. Literacy supports learners by helping them unpack ideas, develop understanding and solve problems (Krajcik, Sutherland, 2010). After teaching the students year twelve students for a week I realised many students could discuss their ideas; however, developing written explanations of concepts and theories was a problem. Because of this I made the decision to ensure that each lesson had a component of scientificRead MoreThe Importance of Visual Literacy1255 Words   |  6 PagesVisual literacy, as defined by The Association of College and Research Libraries Image Resources Interest Group, â€Å"Is a set of abilities that enables an individual to effectively find, interpret, evaluate, use, and create images and visual media.† (ACRL). While the concept itself, as well as awareness of its role in people’s everyday lives is increasingly widespread, its’ worth is still highly debated. It is evident in our daily lives, messages conveyed through billboards, television advertisementsRead MoreImportance Of Computer Literacy994 Words   |  4 PagesWhy computer skills are important As someone with extensive computer literacy, I understand the importance of being able to be efficient with the use of computers. Whether it is at school, or at the workplace, the struggles and inefficiency I see people have with computers results in a lot of wasted time and effort. The internet, and computers, play such a giant role in the day-to-day life of human beings that if computers were all wiped out tomorrow, humans would have a very difficult time in adaptingRead MoreThe Importance Of Media Literacy1737 Words   |  7 Pagessupposed to interact and interpret media? Propitiously, just as with any subject of study, one must become literate in its forms and uses. Hence, media literacy is a critical skill set to develop for interacting and interpreting media content of any discipline; particularly that of history education. Unquestionably, the purpose of media literacy is to teach fluency in the forms of media, how they function as well as they can influence trends in society. However, the media is not a direct form ofRead MoreThe Importance Of Physical Literacy1759 Words   |  8 PagesGeneralist Teachers is learning about physical literacy and implementing it into our future classroom and students. Physical literacy is the learning and mastering of basic movements and sport skills that allow a child to analyze their environment and make proper choices to allow them to move surely and controlled in a variety of physical activity circumstances. This is a very important concept to implement into schools as up until recently physical literacy has been underdeveloped in students; thus negativelyRead MoreImportance of Computer Literacy1567 Words   |  7 PagesImportance of Computer Literacy Computer literacy is having up to date knowledge of computers and their capabilities. One of the more popular aspects of the computer is the use of the internet. The internet is a worldwide collection of networks that links millions of businesses, government agencies, educational institutions, and individuals. It was originally started by the Pentagon for scientists and military to put information and their studies on a network that was easily shared with one anotherRead MoreThe Importance Of Media Literacy1184 Words   |  5 Pagesnot taking full advantage of this? The knowledge we can obtain from media is limitless. In order to be fully literate in this era, one needs to obtain knowledge on how to correctly use media. It is crucial to the well being of society that media literacy be included in the United States’ school curriculum. Media is the present and the future and we need to be able to understand how to use it to its unsurpassed ability. One will gain the wisdom on h ow to access, evaluate, and produce information throughRead MoreThe Importance Of Literacy In Education1263 Words   |  6 Pagesnew literacy skills in order to adapt to the rapid changes and technology advancements in our society. Literacy is the ability to read and write, however, adolescents are expected to read and write at a certain level that will make them successful in today’s world. The ability to be literate allows people to accomplish many things in life because it improves one’s self-esteem, economic opportunities, and engagement with others. There have been problems with how adolescents use their literacy skills

A Short Note On The Color Vision Deficiency - 1438 Words

Some included might be nearsightedness, known as myopia, reduced visual acuity, uncontrollable eye movements, or more sensitivity to bright lights known as photophobia. This color vision deficiency can be considered a from of achromatopsia, the other type of monochromacy. (WC #4) In this type none of the cone cells function, which makes the person experience their work in only black, gray, and white. It is present at birth and the lack of cones can make them unconformatble bright lights. Both of these types are extremely rare and much more severe than red-green or blue-yellow colorbllindness. (WC #3) As stated from Genetics Home Reference, â€Å"Blue cone monochromacy affects about 1 in 100,000 people worldwide.† (WC #4) Also, this is found equally in men and women. These are autosomal recessive disorders. (WC #3) As stated earlier men have a much greater chance of having color vision deficiency. (WC #6) From data gathered of populations in Northern European ancestry, 1 i n every 12 males has red-green colorblindness compared to 1 in every 200 females. (WC #4) Therefore, poor color vision is primarily genetically inherited for the most common forms. (WC #6) Red-green color blindness is an X-linked inheritance that is carried by the mother. For women, since there are two X chromosomes, normally the normal gene can offset the mutated X chromosome. (WC #3) When that happens the women does not have the disease; however she is still a carrier of the gene to her offspring. IfShow MoreRelatedNR304 Assessment ESE Study Guide 3 Essay3455 Words   |  14 Pagesbecause of fragile tissue w/ poor drainage. 2. 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These receptors areRead MoreHesi Topics2097 Words   |  9 Pagestrends and patterns Assessing income Assessment - validation Assignments – home care; Make sure students know how to prioritize home health clients (i.e. which ones to see/call back first.) When given the choice between a patient with COPD who is short of breath, a terminally ill pt who refuses to eat or drink, or a pt with congestive heart failure who has gained 3 lbs, choose the last one. Asthma triage Battering-communication If the question pertains to a nurse suspecting a female patient hasRead MoreHow to Prepare and Present a Case Analysis5797 Words   |  24 Pagescomprehensive written case analysis. 3. Describe how to give an effective oral case analysis presentation. 4. Discuss special tips for doing case analysis. Oral Presentation— Step 1 Introduction (2 minutes) Oral Presentation— Step 2 Mission/Vision (4 minutes) Oral Presentation— Step 3 Internal Assessment (8 minutes) Oral Presentation— Step 4 External Assessment (8 minutes) â€Å"Notable Quotes† Two heads are better than one. —Unknown Author One reaction frequently heard is ‘IRead MoreA Jew Of Gentiles By Mark Twain4267 Words   |  18 Pagesâ€Å"classic second-generation immigrant assimilation story,† albeit in unusually grim form (Allen). His family eked out a meager living from their grocery store in the neighborhood of Flatbush, â€Å"a more Gentile setting,† from which several of Malamud’s short stories and novels -- such as â€Å"The Grocery Store,† â€Å"The Cost of Living,† and The Assistant -- would evoke memories of the depressing atmosphere of his father s struggling little store and the claustrophobic existence within its walls (Davis 13). Read MoreCase Study About Pneumonia10478 Words   |  42 Pagesat risk of Pneumonia are the elderly, infants, substance abusers, cigarette smokers, postoperative clients or those on prolonged bed rest, clients with chronic illnesses such as Chronic Obstructive Pulmonary Disease, clients with Acquired Immune Deficiency Syndrome, an d immunosuppressed clients. Pneumonia is manifested by sudden onset of fever with chills, shortness of breath and chest pain, signs of respiratory distress, cyanosis, fatigability, increased WBC level, and cough with greenish/yellowishRead MoreUsing a Digital Camera to Measure Light Pollution1961 Words   |  8 Pagesresponsible for approximately two million barrels of oil per day in energy wasted. * Glare * Blinding glare describes effects such as that caused by staring into the Sun. It is completely blinding and leaves temporary or permanent vision deficiencies. * Disability glare describes effects such as being blinded by oncoming car lights, or light scattering in fog or in the eye, reducing contrast, as well as reflections from print and other dark areas that render them bright, with significantRead MoreGeriatric Assessment7902 Words   |  32 Pageschanges. †¢ Objective measure of overall personal and social functionality. †¢ Current and future living environment and its appropriateness to function and prognosis. †¢ Family situation and availability. †¢ Current caregiver network including its deficiencies and potential. †¢ Objective measure of cognitive status. †¢ Objective assessment of mobility and balance. †¢ Rehabilitative status and prognosis if ill or disabled. †¢ Current emotional health and substance abuse. †¢ Nutritional status and needs. †¢Read MoreSafety Precautions in Welding Operations3147 Words   |  13 Pagesby the intense light, the helmet is dull black in color. It fits over the head and can be swung upward when not welding. The chief advantage of the helmet is that it leaves both hands free, making it possible to hold the work and weld at the same time. (3) The hand-held shield provides the same protection as the helmet, but is held in position by the handle. This type of shield is frequently used by an observer or a person who welds for a short period of time. (4) The protective welding helmetRead MoreThe Story of an Hour and the Necklace Essay2858 Words   |  12 Pages September 8, 2012 THE STORY OF AN HOUR amp; THE NECKLACE 2 How little a thing is needed for us to be saved? Both short stories, Maupassant’s â€Å"The Necklace† and Chopin’s â€Å"The Story of an Hour† portray two different but alike women, who refuse to accept their destiny and deny the life of women of their class. They are both lost, looking to be saved and they find

Freedom and Equality Free Essays

Although freedom and equality are values that American’s hold dear to their hearts, they are difficult to enforce to an entire nation from the perspective of the US government. Freedom was easier breaking from the colonial days to a new constitutional government, one reason was because there was less people to govern, and secondly because only first class citizens (white male) had any true freedom to do whatever they we interested in. This was the case because all men were not created equal in the eyes of the wealthy white make, obviously I am generalizing, women and African Americans had a very difficult time even asking for the right to vote in the so-called free country. We will write a custom essay sample on Freedom and Equality or any similar topic only for you Order Now This being said true equality has never been mastered by the US Government, or any other governing body for that matter. The US today is still torn over the right to marry whomever you chose. This should be a no brainer in a country that prides itself on values of freedom and equality. Throughout the history of the United States government, I believe that equality has taken strides to encompass more and more people. I believe that equality is progress, and in this case it is progressing much further than freedom has. Most recently in this last decade or so since 9/11, freedoms have been stripped from civilians in order to promote safety. Under amendments such as the Patriot Act, the Executive branch has taken certain privacy freedoms from the citizens, informing us that the reason is to protect the Land of the Free. Quite a double standard when it comes to freedom and a governing body. If the citizens were to have every freedom that they so chose, without moral consideration, than laws would not be abided and the local or National governments would not have the freedom to enforce such laws that keep society running smoothly. How to cite Freedom and Equality, Papers

Movie Summary

Movie Summary The Truman Show Essay Truman Burbank lives in a world that revolves entirely around himself. His relationships are fake, his work is not real, and his life is put on display for millions of people around the world to watch. He has been the star of this reality show ever since he was in his mothers womb. The Truman Show, or as he knows it, his life. He knows nothing of the show. To him this is just his ordinary day to day life. Ever since he was born, his every move has been scrutinized by his audience without his knowledge. As he grows older he starts to question the reality around him and he finds that he wants to break away from his everyday existence. We will write a custom essay on Movie Summary The Truman Show specifically for you for only $16.38 $13.9/page Order now It does not serve the purpose of this essay to discuss the, almost prophetic, critique of everything TV would become. Instead we will focus of these perceptions of reality that Truman faces in his life. Truman, the kind hearted, lovable hero of our story. It doesnt take a whole lot of letter rearranging to spot the inference. Truman is a true man. Or is he? Is Trumans real personality that of what he has grown up as or is he a product of a manufactured environment? He lives in an artificial world but he himself is real. Does that mean we are watching truth or just an appearance of truth? That is the power of false perceptions. Christof, the director of The Truman Show, (in the film not the movie director himself) is interviewed and is very apologetic towards the criticism claiming that while the world is manufactured and put up for sale in the Truman store, everything that people see in Truman is real because it comes from Truman himself. Nothing is rehearsed or planned because he doesnt know he is being filmed. The implication is that he is only as real as the world around him makes him. This screenplay really demonstrates the power of false perceptions. They alter reality, or rather give us an idea of how different everyones versions of reality are. As evidenced in The Truman Show, you can see how different Trumans world is compared to even our world now. He is the definition of sheltered from his youngest years to adulthood. A world void of crime, now wouldnt that be nice. When you are sheltered in this vigorous of a way it would seem that you are to be happier and more content because of your heightened sense of security, but with that false sense of security comes a sort of naivety. As in the movie, false reality comes to an end some time. Now you have this extremely powerful sense of false reality. How does one function in our true society now? You have to start over and relearn your entire way of being in this world. The power is immeasurable. It is apparent in both The Truman Show and our very own lives. In your life you will inevitably meet someone with this naivety for life. It could even be you. Some people envy it while others see it as a disadvantage. Generally of the time this type of sheltering comes from our parents. There are people who want to try and keep their children from as much pain, suffering, and negativity as they can. While others expose their children to as much as they can as soon as possible. Both ways have their advantages and disadvantages. When you meet these two types of people, together, side by side, it is usually extremely apparent. These people will see the world in completely different ways. Their versions of reality could be as different as night and day. Who is to say which is the false perception though? .uf28e6bc65cf5f5efc6ae7330ed1c6808 , .uf28e6bc65cf5f5efc6ae7330ed1c6808 .postImageUrl , .uf28e6bc65cf5f5efc6ae7330ed1c6808 .centered-text-area { min-height: 80px; position: relative; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 , .uf28e6bc65cf5f5efc6ae7330ed1c6808:hover , .uf28e6bc65cf5f5efc6ae7330ed1c6808:visited , .uf28e6bc65cf5f5efc6ae7330ed1c6808:active { border:0!important; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 .clearfix:after { content: ""; display: table; clear: both; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 { 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; } .uf28e6bc65cf5f5efc6ae7330ed1c6808:active , .uf28e6bc65cf5f5efc6ae7330ed1c6808:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 .centered-text-area { width: 100%; position: relative ; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 .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; } .uf28e6bc65cf5f5efc6ae7330ed1c6808:hover .ctaButton { background-color: #34495E!important; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uf28e6bc65cf5f5efc6ae7330ed1c6808 .uf28e6bc65cf5f5efc6ae7330ed1c6808-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uf28e6bc65cf5f5efc6ae7330ed1c6808:after { content: ""; display: block; clear: both; } READ: Alien Resurrection EssayThe movie, The Truman Show, shows a very poignant expression of false perceptions, but in our day to day lives it would be increasingly difficult to pick out the true and false perceptions as we all have different ways of thinking and their is no true way of determining who is right. My depiction of The Truman Show really gives way to the true power behind Trumans false perceptions. You wonder if these perceptions of reality stay with him for the rest of his life and if they inevitably cause confusion and disconnect from society when he leaves his little bubble of a world. Will he remain the same innocent, kind hearted man he is? Or will he become bitter and angry with the world? Will he be angry with all of the people he trusted as friends and family when he finds out it was all fake? Actors, and actresses instead. Christof, is he so invested in Trumans world that when the bubble bursts, he may be lost in the world? The power and control of these perceptions of reality hold is so great that he can never truly measure or determine the outcome until it happens. They come from the mind of many. They spread like viruses in homes, communities, cities, and states. Some days you see these false realities taking so much power that they just become a way of life. Summarizing this analysis of the power of false perceptions based on the film The Truman Show will be simple as the concept links so greatly with the screenplay. In short, The Truman Show follows the concept by the sheer simplicity of his life being so wholly controlled by an audience without his knowledge. He has no idea that his entire world is based on a lie. His perception of reality is so far from that of the real world that its a wonder how he will function in society when he finally leaves his staged life for a real one. Truman has a world all his own. Made up friends, family, a job, and an entire community. The people are friendly and the place is void of crime and negativity. This is the biggest false perception of life that I personally could think of. Truman will have to go from thinking the world is a happy and scheduled place, to a world filled with complete and udder chaos. All you can really tell someone about the power of these false perceptions is good luck to you!

Resting Heart Rate Athletes vs Non Athletes

Introduction The circulatory and respiratory systems (called together as the respiratory system) act together in one to enable moderate to severe exercise possible (Ganong, 2005). The capacity of adjusting by the system to exercise is called as cardio-respiratory fitness. This endurance can be measured using difference methods that have been designed and test by early researchers.Advertising We will write a custom essay sample on Resting Heart Rate: Athletes vs Non Athletes – Comparative Essay specifically for you for only $16.05 $11/page Learn More The state of the cardio-respiratory system determine the tolerance of individual to exercise. Among the measurements that are to be done to determine the godlessness of this system is the measuring of heart rate (Brehm, 2007). Heart rate is normally increases during exercise. Heart rate definition is the number of beats that the heart is making in one minute. Generally, the normal heart rate of an adul t is said be around 60 to 100 beats per minute (Guyton, 2006). Studies has shown that the resting heart rate of trained athlete is low than that of an untrained grown up with the same age. The trained athletes compensate for lower heart rate by having an increase in the strength of the beats. For this reason athletes tend to have big hearts. A lower heart rate is good indicator of tolerance of exercise of person. Heart rate is measured by locating an area in body where it is clear. Usually this area is found outside of the wrist when palm is put to face up wards. To feel it two fingers are placed over the artery at these places. The pulse is felt when the artery is pressed on the bone (Ganong, 2005). After location of it the beats found in minute are counted and recorded. Some people likes to take it for 15 seconds and multiply the results by 4. To increase accurateness it can be taken two times and then doing average of the two results got. Measuring cardiovascular fitness using he art rate requires the subject to take part in aerobic exercise. Athletes normally, have quick recovery than their untrained counterpart. An athlete should get a smaller increase in heart rate than the untrained person. In order to perform this test with easiness, the step test is used. In this test the subject of the test is asked to step on a raised platform and step down at a particular rate which is already known and made. The hypothesis of the experiment sought to test whether there was a noticeable difference in the effect of aerobic exercises between the pulse rates of athletes and non-athletes. Method and Material The students were worked in six groups. Each group was having four members. One student was an athlete and one was non-athlete. The other two students were to take pulse rate measurements of the two test subject.Advertising Looking for essay on anthropology? Let's see if we can help you! Get your first paper with 15% OFF Learn More The experiment was d one by first taking the resting pulse rates of two test subjects who got identified. Pulse was located at wrist and timing was done for 15 seconds and the result got multiplied by 4 to get the pulse rates in a minute. A stopwatch was used for this timing. After resting pulse rate has been measured, the two test subjects were asked to do a three minutes step test. The subjects were asked to climb up and come down the platform for three minutes using rate of 30 steps per minute. After the step test, pulse rate located. The rate per minute was calculated from the figure for 15 seconds of timing. Results Table1. Results of step test for my group. Pulse Rate(beats per minute) Athlete Non-Athlete Before step test 72 88 After step test 96 112 Figure1. Pulse rate of athlete and non-athlete before and after exercise Table 2.1 Results of step test of athletes in all other groups. Pulse rate 1 2 3 4 5 Average 80 Before step test 80 92 72 76 88 81.5 After step test 100 116 88 88 126 104 Table2.2 Results of step test for non-athlete in all other groups Pulse rate 1 2 3 4 5 Average Before step test 88 60 96 84 80 81.6 After step test 108 112 112 92 100 104.6 Table 3. Average and difference of pulse rates before and after exerciseAdvertising We will write a custom essay sample on Resting Heart Rate: Athletes vs Non Athletes – Comparative Essay specifically for you for only $16.05 $11/page Learn More Average pulse rate before step test Average pulse rate after step test Difference between pulse rates Athlete 81.6 104 22.4 Non-Athlete 81.6 104.8 23.2 Figure 2. Average and difference of pulse rate before and after exercising. Conclusions The hypothesis of the experiment sought to test whether there was a notice able difference in the effect of aerobic exercises between the pulse rates of athletes and non-athletes. The results go from the experiment surely gave positively support to the hypothe sis. Though it is, the difference in this experiment is less; it is possible to make a conclusion using the data. The results showed there was small variation between the athletes and non-athletes. These findings get supported by early research. In this experiment the small increase may be because of mistake of experiment such as timing mistakes. All the test subject had heart rates below 100 beats in a minute. An interesting observation is that non-athletes had higher heart rates at rest. This may be to the fact that they do not exercise regularly like the athletes. To reduce this difference they should do suitable exercise good for them. Several factors affect the heart rate of an individual. These factors include the time of day it is taken and eating of some substances. Pulse is usually at resting point early in the morning or after waking up. Coffee is also may increase heart rate. Smoking may also gives an abnormally high heart rate. To obtain more accurate results the factors should be considered. Eligibility criteria for the experiment should also be checked at so that in future experiments, students who get to this group can not be used as test subjects. Use of digital pulse measuring machines may also be put in use in the future. References Brehm, B. (2007). Heart Rate and Exercise Training. Fitness Management. Ganong, F. William (2005). Ganong’s Review of Medical Physiology, (22nd Ed), NY: McGraw-Hill.Advertising Looking for essay on anthropology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Guyton, C. Arthur Hall, E. John. (2006). Guyton Textbook of Medical Physiology, (11th Ed), NY: Saunders. This essay on Resting Heart Rate: Athletes vs Non Athletes was written and submitted by user Grace Allison to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Free Essays on Communism Vs. Democratic Capitalism

This research paper is a comparative analysis of two prevalent political systems in the modern global system. Through this research paper you will be informed of the benefits and challenges that each system produces. As Americans we often have certain ideologies that influence our view on these systems and hopefully this research will help to test and expand those ideologies Communism and Democracy Communism: a concept or system of society in which the major resources and means of production are owned by the community rather than by individuals. The theory provided by these systems allocates work equally among the people. Job assignment is determined by skill, ability, and experience. All of the benefits of said system are dispersed according to need. Some opponents of the communist system suggest that with the abolition of coercive government, society would degrade into a state of anarchy. This would be the result of a lack of laws and enforcement measures, so say opponents. Lawlessness would only occur in the ultimate stage of pure communism. Until the ultimate stages are reached, however, communism involves the abolition of private property by a revolutionary movement; responsibility for meeting public needs is then vested in the state (Daniels, 177). Communism is a the concept of and ideal society, a utopia if you will. This is derived from ancient sources such as Plato’s â€Å"Republic† and to the surprise of many; early Christian communes. Early in the 19th century the idea of communism came as a result of the contempt harbored by the poor and dislocated to the birth and growth of modern capitalism. At that time communism was the basis for a number of utopian settlements; most communistic experiments, however, it eventually failed. For the most part these were small-scale private settlements. People were there by will and voluntarily cooperated with one another. Everyone in these settlements participated in the gover... Free Essays on Communism Vs. Democratic Capitalism Free Essays on Communism Vs. Democratic Capitalism This research paper is a comparative analysis of two prevalent political systems in the modern global system. Through this research paper you will be informed of the benefits and challenges that each system produces. As Americans we often have certain ideologies that influence our view on these systems and hopefully this research will help to test and expand those ideologies Communism and Democracy Communism: a concept or system of society in which the major resources and means of production are owned by the community rather than by individuals. The theory provided by these systems allocates work equally among the people. Job assignment is determined by skill, ability, and experience. All of the benefits of said system are dispersed according to need. Some opponents of the communist system suggest that with the abolition of coercive government, society would degrade into a state of anarchy. This would be the result of a lack of laws and enforcement measures, so say opponents. Lawlessness would only occur in the ultimate stage of pure communism. Until the ultimate stages are reached, however, communism involves the abolition of private property by a revolutionary movement; responsibility for meeting public needs is then vested in the state (Daniels, 177). Communism is a the concept of and ideal society, a utopia if you will. This is derived from ancient sources such as Plato’s â€Å"Republic† and to the surprise of many; early Christian communes. Early in the 19th century the idea of communism came as a result of the contempt harbored by the poor and dislocated to the birth and growth of modern capitalism. At that time communism was the basis for a number of utopian settlements; most communistic experiments, however, it eventually failed. For the most part these were small-scale private settlements. People were there by will and voluntarily cooperated with one another. Everyone in these settlements participated in the gover...

Business Plane Term Paper Example | Topics and Well Written Essays - 3500 words

Business Plane - Term Paper Example Consumers will be attracted through internet marketing because this medium is extremely popular among younger population. The overall business and general environment of the country is also very good. The country is hosting the FIFA world cup of 2022 and therefore government is expected to invest in infrastructure of the country. All this is going to help the business in future. The organizational plan of the company will be flat because of the nature of the business. Only a handful of people will be required to run the business because all the major operations like manufacturing and marketing will be outsourced. The business will aim to achieve $60,000 of monthly sales after six months of start of business. This business plan is about a clothing retail outlet in Qatar which will sell trendy garments and merchandise for the younger population of the country. The name of the clothing retail store will be ‘Y’. The name is chosen because it sounds stylish and is perfect for the younger generation. The store will mainly target young customers because they are usually interested in fashionable garments and merchandise. The store will be located in the central shopping mall of Doha which is also the capital of the country. The clothing retail industry is chosen because of its great potential for growth. The fashion industry of Qatar is growing rapidly and this offers a lot of opportunity for clothing retailers (Qatar Tribune, 2012). The living standard of the country is high and therefore people tend to spend on fashionable garments and merchandise. This is the main reason of choosing Qatar for the clothing retail business. The nature of the proposed business will be very similar to conventional clothing retailers. Manufacturing of all the inventory will be outsourced so that the focus of the business remains on its core activity that is selling of the clothing. The profit of the business will come from the price difference between the selling price and

International Public Law Essay Example | Topics and Well Written Essays - 4000 words

International Public Law - Essay Example Furthermore, policy-making is intensely prejudiced by the media, which tends to form communal views. The process of policy creation set up objectives from side to side conflict decree making solutions to policy troubles affecting a group of people. However, policy reply are often influenced since of insufficient information, middling policy design, and bad executive, due to influential media and additional interest group, and unproductive implementation. This income that the policy process is frequently not what the public was appears for in the primary place. By civilizing processes such as the foreword of reforms of the scheme, and media control, improved policy organization could be complete. The aim of international law is to check the behaviour among states since where there exists a society of states, the preservation of law and order becomes necessary. A state will, as a broad rule, do its utmost to act inside the confines of the structure of policy which make up international law. Any state disregarding these broad principles of peaceful and supportive cohabitation among states runs the risk of incurring the condemnation of the fellow states in the community. Such condemnation will hardly ever limit itself to a "tag" of bad standing, but could even lead to harsh consequences. International Public Laws: Present international law usually recognised as having its origin in the Middle Ages in Western Europe - where, at the time, procedure of decentralisation most important away from Roman Catholic Church plus Holy Roman Empire towards the Reformation plus rise of Nation-States - "Natural law", specified universalist territory and Church, originally theological (including divine exposure as one of its sources) - though by time of Hugo Grotius (1583-1645) natural law adopting a rationalist approach, being seen to gain from worldwide reason - Independence and parity of States interpret into need for consent - clear tension flanked by natural law plus notion of permission 2) Brief History of International Public Law In 1980 Dwight Waldo write that social discipline, which includes public administration, did not abandon ethics as some had optional but instead rejected bearing in mind ethics (4). Since that time, for a diversity of reasons, principles as a focus of notice in public administration has grown progressively or explode, depending on your tip of view, in academic- and practitioner-oriented investigate. The text in the area is vast, and numerous appraisals catalogue it. Rather than create a new set of categories, a brief account here can usually describe this corpse of literature for there purposes. For the sake of shortness, we primarily make very good reference for principles in public management to the Handbook of managerial Ethics, shortened by Terry L. Cooper, which is a new, comprehensive book containing 29 envoy public administration pieces on principles with numerous references. A recent conference in

Brand Equity for the Indian Telecom Market

Brand Equity for the Indian Telecom Market INTRODUCTION Background Telecommunication may well be Indias best told story and an apt indicator of its current economic potential. In around a decade, this booming industry has seen more growth and coverage in newspapers than any other sector. Aiding this superlative growth s of being one of the fastest growing markets in the world, is Indias rising incomes, dropping tariffs, more options with newer entrants and more competition. Also, external conditions like friendly government policies and a stable growing economy over the past decade has resulted in the Telecom sector becoming one of the key areas in Indias growth story. Indias wireless subscriber base as of December 2009 stood at ~ 525 million subscribers with new mobile connections for that month at ~ 19.1 mn which is a 8.5% growth M-o-M.(Edelweiss Monthly Telecom Tracker, 2010) With the markets saturating in most of the developed markets, the wide consumer base and potential in this market has attracted a number of new entrants with players such as Uninor that was launched in only 8 circles (out of the total of 23 Telecom circles present in the Indian market) adding an impressive 1.2 mn subscribers within the first month of its launch. Rationale for this Study There is steadily a paradigm shift that is happening in the way mobile devices are to be used in the future and it could well become the one-touch-point with the convergence of mobile and networking. Rural consumer base is a segment all providers are eyeing with the increasing saturation in the urban markets and growing competition. Given the nature of this highly competitive sector and the rapidly changing needs of the Indian consumer it is highly relevant today for these service providing brands to look at means at targeting subscribers beyond just a pricing or a product strategy. Tariff wars though common to this sector, would in silos prove to be unsustainable and a short term gain strategy. Porter (1990) suggests that branding as a key means of ‘differentiation and one of the most important ‘positioning strategies. The significance of branding from the strategic perspective has been widely acknowledged across marketing literature (Kapferer, 1994, Keller 1999). Aaker (1989) argues that a brand provides a sustainable competitive advantage for firms. According to Farquhar (1989), brands with high equity show greater resilience towards competitor promotions as well as create high barriers to entry. Although the literature identifies several dimensions of brand equity from other industries, specifically Consumer Products and Goods, existing literature on service firms and specifically with respect to the Telecom market is sparse. Despite the growing importance of this sector and its growing contribution to the Indian services market, the topic of how Telecom service providers build brand equity and their focus areas appears to be under researched Expected Contribution By applying the widely accepted Consumer based brand equity model for gauging the components, this study aims at empirically studying the inter relationships and impact of components to the overall equity within the context of the Indian Telecom market. The identification of components of brand equity from the consumers perspective in the context of the Indian Telecom Market Understanding the relationship between the dimensions of brand equity and the overall equity for the top 4 brands in the Indian Market (Source: TRAI, Nov 2009) Testing the relative importance of the dimensions of brand equity towards brand building for the 4 brands considered A comparative framework in understanding the relative changes in perception and ideological differences between the four brands under consideration Implication of Findings Results would provide the relative significance of dimensions contributing to the overall brand equity and hence provide a direction for managers in their brand building in terms of the weight ages to be assigned to the indicators The measurement of the brand equity would help in evaluation of the marketing mix elements. Gaining a knowledge of the relative importance of the dimensions would provide direction to the managers in terms of deciding the promotional support Originality/value The principal contribution of the present research is that it provides empirical evidence of building brand equity, supporting Aakers and Kellers conceptualization of brand equity for the Indian Telecom market. Not only has the CBBE model not been widely adopted in India, the brand building of Telecom service providers has also not been widely explored. Also, it provides a comparative framework for understanding the dimensions across the four brands Flow To accomplish the above stated goals, this paper offers a brief introduction to Indias Telecom market, an overview of the top service providers, their offerings, strategies and technological advances in the field. This is followed by a review of relevant theoretical literature to arrive at the research gap and the research objectives. Next, it describes the methodology and rationale for measuring customer-based brand equity. Analysis, Interpretation, conclusions and managerial implications would be arrived at the end of the study. LITERATURE REVIEW Brand Building in the Indian Telecom Market Strong brands provide a means of competing beyond just functionality and price. Strong brands that connect with the customers provide a better path to growth and the added value to the customers in this case is beyond just features and pricing strategies (Ehrenberg, Goodhardt, Barwise, 1990) Although in the current Indian Telecom market, the aggressive competition has resulted in a virtual price war, empirical analysis states that competitive strategies based on pricing provide only short term and less effective measures (Tayebeh, Farahani Manjappa, 2008) In this context, the identification of dimensions of brand equity and its significance in building brands becomes highly relevant. Indian Telecom Market Overview Market Potential: Enormous business potential for entrants given the low tele- density which is around 42% as per QPAC- Indian Telecom Industry report. Role of Foreign players: The increase in the FDI (Foreign Direct Investment) limit from 49% to 74% in 2005 has further aided in this increasing number of players in the market bettering their offering in terms of functionalities and price.(Telecom Pulse- Enam Securities, 2009) Competitive Landscape: The landscape is highly competitive with aggressive entry of new players in the GSM market. The price wars have forced even the incumbents to join in, in order to arrest the fall in their market share Newer players in the market such as Tata Docomo (TTSL) topped the industry in terms of subscriber adds of upto 3.3 mn in December 2009 while the new entrant Uninor garnered up to ~ 1.2 mn subscribers in the first month of launch as per Edelweiss Telecom Tracker, Dec 2009. Players like Telenor and Elsihat DB are also set to launch their operations in India by June 2010 (Sector Review- India Infoline, 2009) All this indicates that the incumbents no longer can afford to rely on short term measures to hold on to market shares Changing Market Scenario: Attractive Rural Markets: As per government statistics, the mobile penetration in rural regions is only around 13% as opposed to 73% in urban areas (Telecom and Technology Report- Economic Intelligence Unit, 2009) Challenges Faced: Despite the strong growth s, there are issues the market is facing in terms of Increase in fragmentation in the urban markets Competitive nd Aggressive Pricing Strategies Technological Updates: Atleast 60 to 80 million mobile subscribers will be 3-G enabled by 2012 which changes the market scenario. (QPAC- Indian Telecom Industry Report, 2009) The growing acceptance of Value added services (VAS), 3G would allow companys to increase their ARPU (Average Revenue per User) s by shifting from voice to non-voice segments CUSTOMER BASED BRAND EQUITY (CBBE) CONSTRUCT Given the context, companies have realized that investing in the right band building efforts will make brand equity one of their invaluable assets. Developing, maintaining and enhancing brand equity becomes the prerogative for brand building by any company Brand equity theory as proposed by Aaker (1991) was further developed from the consumers perspective by Keller (1993). According to Keller (2008), â€Å"customer-based brand equity is the differential effect that the brand has on consumer response to the marketing of the brand† (p. 70). The brand equity concept is measured broadly from two perspectives Financial based measure Consumer Based measure Various researchers have worked on developing a good model and constructs for its measurement as this is the basis for managing brand equity. In our paper we consider brand equity from the consumer perspective in terms of the value if provides to the consumer. CONCEPTUAL MODEL Aaker (1996) defines brand equity as a multidimensional concept and the components he associates with it include: Brand Awareness Perceived Quality Brand Associations and Proprietary Assets Consumer based brand equity has also been used as a measure has been previously by several researchers such as Yoo and Donthu (2002) and Washman and Plank (2002) Every company and sector looks at building and managing its equity as a means of gaining long term competitive advantage. In the model developed by Yoo and Donthu (2001) based on consumer based equity model, the authors have adopted the following four dimensions for the brand equity construct; Brand Loyalty Brand Awareness Perceived Quality Brand Associations An interesting fact contended by researchers by Srinivasan, Park and Chang (2005) was that apart from product related benefits, ‘non attributes also form strong preferences in terms of building brand equity and associations and forming points of differentiation. This is of high significance in our research given that we are working with service brands. For the purpose of our study, we adopt four dimensions to measure brand equity Generic brand Equity Dimensions Adopted 1 Brand Loyalty 2 Brand Awareness 3 Perceived Quality 4 Brand Associations The understanding of these generic dimensions in the context of the Indian Telecom market is done through the Pilot Qualitative research. This is further applied and tested onto the four brands using the Quantitative research KNOWLEDGE GAP The knowledge gaps identified are as follows: The existing literature points to the presence of various consumer based brand equity models and constructs, but there has been very few studies done in this field in terms of a particular sector but rather the focus is on development of a valid measurement model There are very few studies conducted in this field in the Indian context and specifically there are almost none that have been done from the perspective of identification of components for services There is hence paucity of literature about building service brands. Also, no previous research has examined the link dimensions of brand equity to the overall brand building for the Telecom market There is almost nil literature that is available that relates to branding and its impact on the Telecom market across the world. This would provide a whole scope of opportunities for future research in providing managers specific indicators and relative significance of factors that contribute to brand building. The research has further not been restricted to student samples only and is to be conducted on the actual consumers This article focuses on the measurement and impact of the dimensions on overall rand building exercise which is of paramount importance to the managers specifically in the field of Telecom where there has been sparse research done to arrive at the sector specific factors that contribute to building a strong brand. This research aims to address this need gap in both geography and sector (Indian Telecom market) through this study RESEARCH PROBLEM DEFINITION Research problem To measure the components of brand equity and explore the impact of the different dimensions on the overall equity specifically for the top four service provider brands operating in the Indian Telecom Market. Also to find out which is the most important component of the branding that leads to success in the Indian Market by the application of Consumer based brand equity (CBBE) model. Here, the category is a part of the design as we are specifically looking at how the components work in the case of service brands. Hence, the research findings would be applicable, if any, to other service categories than CPG or Durables. Research Questions To gauge the indicators of different components of Consumer based Brand Equity specifically in the context of the Indian Telecom Market* To Investigate the causal relationship between the dimensions of brand equity and the overall equity for top four service provider brands operating in the Telecom market* in India To use the Customer based Brand Equity model to test the relative importance of the dimensions of Brand Equity towards brand building for the Indian Telecom market* To provide a comparative framework in understanding these dimensions from the perspective of the four brands under consideration. * Here, the top 4 brands in the Indian Telecom Market (Airtel, Vodafone, Reliance and BSNL as of November 2009) are considered as a part of the analysis RESEARCH METHODOLOGY 1.1 Research Design: In order to achieve the objective as explained by the previous section, the following stages are proposed as a part of the research design. RESEARCH DESIGN AND ANALYSIS FRAMEWORK Storyboard PILOT QUALITATIVE RESEARCH The imperative behind this pilot Qualitative Analysis is to identify various parameters that are specific to the Indian Telecom market as derived on the basis of the CBBE model. These parameters are further taken as input for the Quantitative stage in the questionnaire. Data Collection Techniques Depth Interviews was used as the primary means of obtaining the qualitative data. Given the generic nature of the attributes to start with, the depth interviews provide flexibility in data collection and insights on pattern of usage. The purpose of these exploratory and unstructured interviews was to uncover the underlying motivation behind a persons behavior and actions. A guideline/discussion guide (Please refer to Appendix for a snapshot of this guideline used) was prepared for giving a direction and including the information areas to be probed in the discussion. The interview was free flowing on the basis of the responses obtained. A total of 8 depth interviews were conducted to understand the nature of subscribers need satisfaction when it comes to communication. Also, it aims to understand the emotional and functional benefits that is derived The discussion guide prepared broadly follows the below structure: Perspective on the Indian Telecom current market scenario The manner in which communication has changed over time Factors influencing choice of service provider Benefits sought in terms of functional and emotional attributes Brand Associations and Image associated with current players Association of Service Providers with instrumental and terminal values Drivers and restraints in choosing provider The tools and techniques used in order to probe included Projective Techniques such as Word Association, probing on attitudes and behavior with respect to their usage patterns and the emotional and functional benefits sought. Also, Projective and Enabling techniques such as Personification and Bubble drawing was used. The respondents were required to enter their thoughts associated with the provided brands. Data Elicitation techniques such as Sentence Completion and Clustering were used for the identification of instrumental and terminal values with the service providers apart from Brand Mapping QUANTITATIVE RESEARCH The various parameters that have been identified from the pilot qualitative questionnaire are to be tested to apply the CBBE model to the 4 top brands. The questionnaire is used for this purpose in order to identify the brand preferences and test the veracity of the parameters identified from the qualitative research. For this study, for the purpose of data accuracy and constraints, the top 4 brands in the Indian telecom market (as of Nov 2009) are considered Airtel, Vodafone, Reliance Communication and BSNL. Also, this selection allows us to compare and analyze the differences between diverse brands such as Airtel and BSNL. Also, it allows us to analyze the change in perceptions in the market towards brands such as BSNL over the years despite its strong head start in the market. The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. The independent variables identified are the 16 variables from the factors given below: a) Brand Knowledge b) Brand Associations c) Social Image d) Brand Loyalty e) Product Benefits f) Brand Usage i. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands. ii. The respondents are required to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. iii. Apart from this, the personal profiles of the respondent including the fundamental demographic details are collected. iv. Also, the usage habits in terms of their brands and the services utilized are also collected for further analysis. The questionnaire that is used is present in Appendix for reference. Following the data collection, the analysis is done using SPSS 15. This is further elaborated in the Data analysis section. 1.2 UNIVERSE SELECTION Qualitative Stage: In the first Qualitative Stage where we are looking at having Depth interviews to identify and assess the parameters specific to the Indian context, it is important to have a representation of the top 4 brands that is to be analysed. Hence the universe selection is as follows for the Qualitative Stage: City Gender SEC Age Current Service Provider DIs Bangalore M A2 20- 35 Reliance 2 Bangalore M B2 26- 40 BSNL 2 Ahmedabad F A1 23-28 Airtel 2 Ahmedabad M B1 25-35 Vodafone 2 Quantitative Stage: In the next stage of Quantitative analysis, we are looking at seeking responses and assessing the parameters identified to apply the CBBE model for the 4 brands. Hence, this should broadly meet the following criteria: Born and Currently residing in India Male or Female Age group between 20 60 Must be a user/have used at least one of the following four brands Airtel, Vodafone, Reliance or BSNL As the questionnaire was to be primarily administered online, it also necessitated the presence of a internet connection and was geographically dispersed across Metros and Tier I cities pan India SAMPLING DESIGN The Pilot qualitative research required Depth interviews from the perspective of the 4 different brand users. A total of 8 depth interviews was conducted for this purpose across genders and SECs. the sampling technique was stratified random with stratification on the basis of he brand Quantitative Stage: a. The questionnaire for the Quantitative stage was administered online. The targeted size was 130 to 150. This was arrived at considering the constraints given that each respondent was to provide responses for all the four brands thus providing rich data per response. b. The current offerings offered by the service providers are not segment-specific. Covering the difference in attitudes depending on changes in age, gender or geographic dispersion is not within the scope of this study and is not statistically analyzed from the point of future research. Hence there is to be no age or gender restriction in the sample selection. c. The cities chosen for sample selection include the metropolitans across the country and Tier I cities which would give a snapshot into the various geographic circles where the service is present within the constraints of administering the questionnaire online. Out of the total of 172 respondents, the number of complete valid responses obtained was 121. The demographics of this set are as follows: The completed responses have been filtered as per the following criteria: a. Location Constraint b. Usage Constraint: User/have used at least one of the top four brands Airtel, Vodafone, Reliance and BSNL Stage 2: DATA ANALYSIS Pilot Qualitative Study The broad parameters arrived at from the in- depth interviews are as follows: Performance of the Brand With the evolution of the Indian Telecom Industry and the emergence of multiple players with competitive offerings, the Indian subscribers are at a stage where the minimum expectation from any new entrant is the presence of a good working model with uninterrupted service quality, responsive customer service and flexible tariff options. â€Å"†¦. Having a clear connection cannot be a factor in choosing†¦.everyone provides that†¦.† â€Å" I would expect the provider to have good and responsive customer service to cater to complaints and resolve issues immediately† â€Å" †¦Apart from the basic services, I would also be interested in new offerings such as music and game downloads..† â€Å" †¦. I prefer lower recharge coupons and flexibility in payment plans..† Loyalty towards the providers Certain subscribers usually tend to stick with the current players unless there is a shift in either their needs or environment. Changes in provider are usually done when there is a shift in location geographically or a personal need. Also, there is the segment of consumers who do not really face an issue of number portability and are willing to switch to a different provider for want of a better offer or tariff â€Å" ..When I went to college, I found my friends with ‘X connection and hence got one as well†¦Ã¢â‚¬  â€Å"†¦This second connection was bought when I shifted from Hyderabad to Bangalore for my job..† â€Å"I like the friends circle plan that is offered by brand ‘Y and it suits my usage habits†¦..† Trust Worthiness Presence of a brand for a long duration in the market or with long term usage, subscribers develops a sense of attachment towards the brand that leads to the feeling of trust. â€Å"†¦ I think this brand is good and trust in subscribing to their offerings†¦.† â€Å" I think they are the best in the market, being the leaders in this region..† Brand Association/Image Most urban subscribers are conscious about the fit of the brand with their personalities. The youthfulness of the brand or the positioning also dictates their preference towards it. â€Å" †¦I would like it to be a bit classy and not for everyone†¦.† â€Å".. Trendy, with offers for the students is something I would look out for in my brand..† â€Å" ..The corporate connections are available only with these providers..which says a lot about these brands..† Hence narrowing down from the Pilot qualitative research, the factors that are taken into consideration for Quantitative analysis are as follows: Questionnaire Data Collection- Parameters for Assessment 1) Personal Profile a. Age b. SEC (Data regarding Education and Occupation of the Chief Wage earner is collected and then coded to extract the SEC of the respondent) c. Place of Residence 2) Brand Awareness a. Brand Recall i. Un-Aided ii. Aided b. Identification of Brand Elements i. Color of Brand Logo ii. Associated celebrity iii. Associated Tag Line 3) Brand Knowledge a. Brand Visibility across media 4) Brand Equity (Dependent variable) a. Rating of brand as the ‘Most Preferred Service Provider 5) Brand Associations a. Sincere b. Exciting c. Competent d. Rugged e. Sophisticated 6) Social Image a. I believe the brand is good and would subscribe to its offerings b. Trust 7) Brand Loyalty a. I believe this brand is worth the money I pay for its offerings b. Recommend ability of the brand c. Switching Likelihood to competitors brand given better offerings 8) Product Benefits a. Affordability b. Good Connectivity c. Clarity of Voice d. Responsive Customer Service e. Broad Set of Services and features 9) Brand Usage a. Number of Providers used thus far b. Current Service provider c. Name of brands used so far d. Choose type of services availed from the service provider . Stage 3: DATA ANALYSIS Brand Awareness and Usage pattern study Respondent Profile a. Age Dispersion: 20-60 years b. Locations considered: Metros, Tier I Cities pan India. Ahmedabad, Bangalore, Chennai, Mumbai, Delhi and Hyderabad c. By Gender: Male 62.8% Female 37.2% d. By SEC Classification From fig , it is seen that amongst the total valid respondent s, there is favorability towards SEC A. Given that most of the survey has been online in nature and that locations considered being metros and Tier I cities of India , this is justifiable. Further fig , provides the split across the 4 brands on the basis of SEC. It is clearly seen that both Airtel and Vodafone are mostly similar in terms of their positioning and having a higher incidence towards SEC A1 and A2 Brand Awareness It is interesting to note from fig that apart from Airtel that enjoys almost 95% unaided recall, the other brands are comparable in terms of their recall quotient. Specifically, BSNL as a brand has a higher recall on consumers minds over Vodafone and Reliance. In fig , when aided recall is considered, the disparity amongst brands reduces to a large extent and almost all brands fall between the 93 to 95% range except for new brands such as MTS which currently have a presence only across 11 out of 23 circles. An interesting fact to note from fig above is that in spite of the time elapsed, the ‘Hutch pug still holds a strong bond with the brand and subscribers compensate for the absence of celebritys through these brand symbols Usage Pattern From the fig it can be seen that most of the respondents on an average cluster around the possession of 2 service providers till date. Also, the average period of usage for respondents is around 24 months as is seen from fig STAGE 3: DATA ANALYSIS QUANTITATIVE Step 1: Identifying the important components of Brand Equity brand wise Using Exploratory Factor Analysis (EFA) The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands and the subscribers are to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. Exploratory factor analysis (EFA) is used to get this inter relationship or pattern between these variables and to reduce the number of variables. The resulting independent variables are termed ‘factors. The resulting factors and their variable groupings are observed to explain the nature of the factors and the resulting factors or components would be used in further analysis. Further, this is performed for each of the four brands. As a heuristic, factors with close loading on two or more components are rejected as they are not explained uniquely by one component. Further Eigen values are used to identify the number of factors. Principal Component Analysis is the extraction method that is used. Step2: Extracting the Scores of the components of Brand Equity brand wise The score of each of the resulting components of Brand Equity such as Perceived Quality, Brand Worthiness, Brand Loyalty, Brand Knowledge and Brand Personality have been computed using the mean of the weighted average of all the variables that are included within each component of the brand equity. This is calculated for each brand. For example: The component Airtel Brand Worthiness consists of 7 variables. The score of the 7 variables is multiplied by their respective factor loadings. The mean of the ‘weighted score of all the 7 variables is the score of the component Airtel-Brand Worthiness for Brand Airtel. These computed score of the factors and the scores of the dependent variable for Brand Equity are used to calculate the impact of components on the overall brand equity in the next stage Step3: Impact of Components of Brand Equity on the overall Brand Equity brand wise Using Multiple Regression Model On aggregating the variables on to different components brand wise, the next stage is to analyze the impact of these various components on the overall brand equity brand wise. Score on overall equity The dependent variable has the following attitudinal statement to get a brand wise score on the following statement that is measured on a 5 point scale â€Å"Your preference/liking levels for each of the 4 brands as the ‘Most Preferred Service Provider† It is seen that the variables that load onto the components vary brand wise. It is important to find the impact of these components on the overall brand equity for each brand in order to understand the significance each component plays on brand preference for each of the 4 brands. Hence, the weighted scores of the components are used as dependent variables to find their impact on the overall brand equity (as measured by the above rating) using Multiple regression analysis. This is calculated for each of the four brands. The regression model is given as follows: Y = a + b1X1 + b2X2 + b3X3 + b4X4 + †¦..bnXn + e Y = Score on the overall brand equity as given by the dependent variable for each of the brands X1 = Score on Component1 for each of the 4 brands X2 = Score on Component2 for each of the 4 brands X3 = Score on Component3 for each of the 4 brands Xn = Score Brand Equity for the Indian Telecom Market Brand Equity for the Indian Telecom Market INTRODUCTION Background Telecommunication may well be Indias best told story and an apt indicator of its current economic potential. In around a decade, this booming industry has seen more growth and coverage in newspapers than any other sector. Aiding this superlative growth s of being one of the fastest growing markets in the world, is Indias rising incomes, dropping tariffs, more options with newer entrants and more competition. Also, external conditions like friendly government policies and a stable growing economy over the past decade has resulted in the Telecom sector becoming one of the key areas in Indias growth story. Indias wireless subscriber base as of December 2009 stood at ~ 525 million subscribers with new mobile connections for that month at ~ 19.1 mn which is a 8.5% growth M-o-M.(Edelweiss Monthly Telecom Tracker, 2010) With the markets saturating in most of the developed markets, the wide consumer base and potential in this market has attracted a number of new entrants with players such as Uninor that was launched in only 8 circles (out of the total of 23 Telecom circles present in the Indian market) adding an impressive 1.2 mn subscribers within the first month of its launch. Rationale for this Study There is steadily a paradigm shift that is happening in the way mobile devices are to be used in the future and it could well become the one-touch-point with the convergence of mobile and networking. Rural consumer base is a segment all providers are eyeing with the increasing saturation in the urban markets and growing competition. Given the nature of this highly competitive sector and the rapidly changing needs of the Indian consumer it is highly relevant today for these service providing brands to look at means at targeting subscribers beyond just a pricing or a product strategy. Tariff wars though common to this sector, would in silos prove to be unsustainable and a short term gain strategy. Porter (1990) suggests that branding as a key means of ‘differentiation and one of the most important ‘positioning strategies. The significance of branding from the strategic perspective has been widely acknowledged across marketing literature (Kapferer, 1994, Keller 1999). Aaker (1989) argues that a brand provides a sustainable competitive advantage for firms. According to Farquhar (1989), brands with high equity show greater resilience towards competitor promotions as well as create high barriers to entry. Although the literature identifies several dimensions of brand equity from other industries, specifically Consumer Products and Goods, existing literature on service firms and specifically with respect to the Telecom market is sparse. Despite the growing importance of this sector and its growing contribution to the Indian services market, the topic of how Telecom service providers build brand equity and their focus areas appears to be under researched Expected Contribution By applying the widely accepted Consumer based brand equity model for gauging the components, this study aims at empirically studying the inter relationships and impact of components to the overall equity within the context of the Indian Telecom market. The identification of components of brand equity from the consumers perspective in the context of the Indian Telecom Market Understanding the relationship between the dimensions of brand equity and the overall equity for the top 4 brands in the Indian Market (Source: TRAI, Nov 2009) Testing the relative importance of the dimensions of brand equity towards brand building for the 4 brands considered A comparative framework in understanding the relative changes in perception and ideological differences between the four brands under consideration Implication of Findings Results would provide the relative significance of dimensions contributing to the overall brand equity and hence provide a direction for managers in their brand building in terms of the weight ages to be assigned to the indicators The measurement of the brand equity would help in evaluation of the marketing mix elements. Gaining a knowledge of the relative importance of the dimensions would provide direction to the managers in terms of deciding the promotional support Originality/value The principal contribution of the present research is that it provides empirical evidence of building brand equity, supporting Aakers and Kellers conceptualization of brand equity for the Indian Telecom market. Not only has the CBBE model not been widely adopted in India, the brand building of Telecom service providers has also not been widely explored. Also, it provides a comparative framework for understanding the dimensions across the four brands Flow To accomplish the above stated goals, this paper offers a brief introduction to Indias Telecom market, an overview of the top service providers, their offerings, strategies and technological advances in the field. This is followed by a review of relevant theoretical literature to arrive at the research gap and the research objectives. Next, it describes the methodology and rationale for measuring customer-based brand equity. Analysis, Interpretation, conclusions and managerial implications would be arrived at the end of the study. LITERATURE REVIEW Brand Building in the Indian Telecom Market Strong brands provide a means of competing beyond just functionality and price. Strong brands that connect with the customers provide a better path to growth and the added value to the customers in this case is beyond just features and pricing strategies (Ehrenberg, Goodhardt, Barwise, 1990) Although in the current Indian Telecom market, the aggressive competition has resulted in a virtual price war, empirical analysis states that competitive strategies based on pricing provide only short term and less effective measures (Tayebeh, Farahani Manjappa, 2008) In this context, the identification of dimensions of brand equity and its significance in building brands becomes highly relevant. Indian Telecom Market Overview Market Potential: Enormous business potential for entrants given the low tele- density which is around 42% as per QPAC- Indian Telecom Industry report. Role of Foreign players: The increase in the FDI (Foreign Direct Investment) limit from 49% to 74% in 2005 has further aided in this increasing number of players in the market bettering their offering in terms of functionalities and price.(Telecom Pulse- Enam Securities, 2009) Competitive Landscape: The landscape is highly competitive with aggressive entry of new players in the GSM market. The price wars have forced even the incumbents to join in, in order to arrest the fall in their market share Newer players in the market such as Tata Docomo (TTSL) topped the industry in terms of subscriber adds of upto 3.3 mn in December 2009 while the new entrant Uninor garnered up to ~ 1.2 mn subscribers in the first month of launch as per Edelweiss Telecom Tracker, Dec 2009. Players like Telenor and Elsihat DB are also set to launch their operations in India by June 2010 (Sector Review- India Infoline, 2009) All this indicates that the incumbents no longer can afford to rely on short term measures to hold on to market shares Changing Market Scenario: Attractive Rural Markets: As per government statistics, the mobile penetration in rural regions is only around 13% as opposed to 73% in urban areas (Telecom and Technology Report- Economic Intelligence Unit, 2009) Challenges Faced: Despite the strong growth s, there are issues the market is facing in terms of Increase in fragmentation in the urban markets Competitive nd Aggressive Pricing Strategies Technological Updates: Atleast 60 to 80 million mobile subscribers will be 3-G enabled by 2012 which changes the market scenario. (QPAC- Indian Telecom Industry Report, 2009) The growing acceptance of Value added services (VAS), 3G would allow companys to increase their ARPU (Average Revenue per User) s by shifting from voice to non-voice segments CUSTOMER BASED BRAND EQUITY (CBBE) CONSTRUCT Given the context, companies have realized that investing in the right band building efforts will make brand equity one of their invaluable assets. Developing, maintaining and enhancing brand equity becomes the prerogative for brand building by any company Brand equity theory as proposed by Aaker (1991) was further developed from the consumers perspective by Keller (1993). According to Keller (2008), â€Å"customer-based brand equity is the differential effect that the brand has on consumer response to the marketing of the brand† (p. 70). The brand equity concept is measured broadly from two perspectives Financial based measure Consumer Based measure Various researchers have worked on developing a good model and constructs for its measurement as this is the basis for managing brand equity. In our paper we consider brand equity from the consumer perspective in terms of the value if provides to the consumer. CONCEPTUAL MODEL Aaker (1996) defines brand equity as a multidimensional concept and the components he associates with it include: Brand Awareness Perceived Quality Brand Associations and Proprietary Assets Consumer based brand equity has also been used as a measure has been previously by several researchers such as Yoo and Donthu (2002) and Washman and Plank (2002) Every company and sector looks at building and managing its equity as a means of gaining long term competitive advantage. In the model developed by Yoo and Donthu (2001) based on consumer based equity model, the authors have adopted the following four dimensions for the brand equity construct; Brand Loyalty Brand Awareness Perceived Quality Brand Associations An interesting fact contended by researchers by Srinivasan, Park and Chang (2005) was that apart from product related benefits, ‘non attributes also form strong preferences in terms of building brand equity and associations and forming points of differentiation. This is of high significance in our research given that we are working with service brands. For the purpose of our study, we adopt four dimensions to measure brand equity Generic brand Equity Dimensions Adopted 1 Brand Loyalty 2 Brand Awareness 3 Perceived Quality 4 Brand Associations The understanding of these generic dimensions in the context of the Indian Telecom market is done through the Pilot Qualitative research. This is further applied and tested onto the four brands using the Quantitative research KNOWLEDGE GAP The knowledge gaps identified are as follows: The existing literature points to the presence of various consumer based brand equity models and constructs, but there has been very few studies done in this field in terms of a particular sector but rather the focus is on development of a valid measurement model There are very few studies conducted in this field in the Indian context and specifically there are almost none that have been done from the perspective of identification of components for services There is hence paucity of literature about building service brands. Also, no previous research has examined the link dimensions of brand equity to the overall brand building for the Telecom market There is almost nil literature that is available that relates to branding and its impact on the Telecom market across the world. This would provide a whole scope of opportunities for future research in providing managers specific indicators and relative significance of factors that contribute to brand building. The research has further not been restricted to student samples only and is to be conducted on the actual consumers This article focuses on the measurement and impact of the dimensions on overall rand building exercise which is of paramount importance to the managers specifically in the field of Telecom where there has been sparse research done to arrive at the sector specific factors that contribute to building a strong brand. This research aims to address this need gap in both geography and sector (Indian Telecom market) through this study RESEARCH PROBLEM DEFINITION Research problem To measure the components of brand equity and explore the impact of the different dimensions on the overall equity specifically for the top four service provider brands operating in the Indian Telecom Market. Also to find out which is the most important component of the branding that leads to success in the Indian Market by the application of Consumer based brand equity (CBBE) model. Here, the category is a part of the design as we are specifically looking at how the components work in the case of service brands. Hence, the research findings would be applicable, if any, to other service categories than CPG or Durables. Research Questions To gauge the indicators of different components of Consumer based Brand Equity specifically in the context of the Indian Telecom Market* To Investigate the causal relationship between the dimensions of brand equity and the overall equity for top four service provider brands operating in the Telecom market* in India To use the Customer based Brand Equity model to test the relative importance of the dimensions of Brand Equity towards brand building for the Indian Telecom market* To provide a comparative framework in understanding these dimensions from the perspective of the four brands under consideration. * Here, the top 4 brands in the Indian Telecom Market (Airtel, Vodafone, Reliance and BSNL as of November 2009) are considered as a part of the analysis RESEARCH METHODOLOGY 1.1 Research Design: In order to achieve the objective as explained by the previous section, the following stages are proposed as a part of the research design. RESEARCH DESIGN AND ANALYSIS FRAMEWORK Storyboard PILOT QUALITATIVE RESEARCH The imperative behind this pilot Qualitative Analysis is to identify various parameters that are specific to the Indian Telecom market as derived on the basis of the CBBE model. These parameters are further taken as input for the Quantitative stage in the questionnaire. Data Collection Techniques Depth Interviews was used as the primary means of obtaining the qualitative data. Given the generic nature of the attributes to start with, the depth interviews provide flexibility in data collection and insights on pattern of usage. The purpose of these exploratory and unstructured interviews was to uncover the underlying motivation behind a persons behavior and actions. A guideline/discussion guide (Please refer to Appendix for a snapshot of this guideline used) was prepared for giving a direction and including the information areas to be probed in the discussion. The interview was free flowing on the basis of the responses obtained. A total of 8 depth interviews were conducted to understand the nature of subscribers need satisfaction when it comes to communication. Also, it aims to understand the emotional and functional benefits that is derived The discussion guide prepared broadly follows the below structure: Perspective on the Indian Telecom current market scenario The manner in which communication has changed over time Factors influencing choice of service provider Benefits sought in terms of functional and emotional attributes Brand Associations and Image associated with current players Association of Service Providers with instrumental and terminal values Drivers and restraints in choosing provider The tools and techniques used in order to probe included Projective Techniques such as Word Association, probing on attitudes and behavior with respect to their usage patterns and the emotional and functional benefits sought. Also, Projective and Enabling techniques such as Personification and Bubble drawing was used. The respondents were required to enter their thoughts associated with the provided brands. Data Elicitation techniques such as Sentence Completion and Clustering were used for the identification of instrumental and terminal values with the service providers apart from Brand Mapping QUANTITATIVE RESEARCH The various parameters that have been identified from the pilot qualitative questionnaire are to be tested to apply the CBBE model to the 4 top brands. The questionnaire is used for this purpose in order to identify the brand preferences and test the veracity of the parameters identified from the qualitative research. For this study, for the purpose of data accuracy and constraints, the top 4 brands in the Indian telecom market (as of Nov 2009) are considered Airtel, Vodafone, Reliance Communication and BSNL. Also, this selection allows us to compare and analyze the differences between diverse brands such as Airtel and BSNL. Also, it allows us to analyze the change in perceptions in the market towards brands such as BSNL over the years despite its strong head start in the market. The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. The independent variables identified are the 16 variables from the factors given below: a) Brand Knowledge b) Brand Associations c) Social Image d) Brand Loyalty e) Product Benefits f) Brand Usage i. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands. ii. The respondents are required to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. iii. Apart from this, the personal profiles of the respondent including the fundamental demographic details are collected. iv. Also, the usage habits in terms of their brands and the services utilized are also collected for further analysis. The questionnaire that is used is present in Appendix for reference. Following the data collection, the analysis is done using SPSS 15. This is further elaborated in the Data analysis section. 1.2 UNIVERSE SELECTION Qualitative Stage: In the first Qualitative Stage where we are looking at having Depth interviews to identify and assess the parameters specific to the Indian context, it is important to have a representation of the top 4 brands that is to be analysed. Hence the universe selection is as follows for the Qualitative Stage: City Gender SEC Age Current Service Provider DIs Bangalore M A2 20- 35 Reliance 2 Bangalore M B2 26- 40 BSNL 2 Ahmedabad F A1 23-28 Airtel 2 Ahmedabad M B1 25-35 Vodafone 2 Quantitative Stage: In the next stage of Quantitative analysis, we are looking at seeking responses and assessing the parameters identified to apply the CBBE model for the 4 brands. Hence, this should broadly meet the following criteria: Born and Currently residing in India Male or Female Age group between 20 60 Must be a user/have used at least one of the following four brands Airtel, Vodafone, Reliance or BSNL As the questionnaire was to be primarily administered online, it also necessitated the presence of a internet connection and was geographically dispersed across Metros and Tier I cities pan India SAMPLING DESIGN The Pilot qualitative research required Depth interviews from the perspective of the 4 different brand users. A total of 8 depth interviews was conducted for this purpose across genders and SECs. the sampling technique was stratified random with stratification on the basis of he brand Quantitative Stage: a. The questionnaire for the Quantitative stage was administered online. The targeted size was 130 to 150. This was arrived at considering the constraints given that each respondent was to provide responses for all the four brands thus providing rich data per response. b. The current offerings offered by the service providers are not segment-specific. Covering the difference in attitudes depending on changes in age, gender or geographic dispersion is not within the scope of this study and is not statistically analyzed from the point of future research. Hence there is to be no age or gender restriction in the sample selection. c. The cities chosen for sample selection include the metropolitans across the country and Tier I cities which would give a snapshot into the various geographic circles where the service is present within the constraints of administering the questionnaire online. Out of the total of 172 respondents, the number of complete valid responses obtained was 121. The demographics of this set are as follows: The completed responses have been filtered as per the following criteria: a. Location Constraint b. Usage Constraint: User/have used at least one of the top four brands Airtel, Vodafone, Reliance and BSNL Stage 2: DATA ANALYSIS Pilot Qualitative Study The broad parameters arrived at from the in- depth interviews are as follows: Performance of the Brand With the evolution of the Indian Telecom Industry and the emergence of multiple players with competitive offerings, the Indian subscribers are at a stage where the minimum expectation from any new entrant is the presence of a good working model with uninterrupted service quality, responsive customer service and flexible tariff options. â€Å"†¦. Having a clear connection cannot be a factor in choosing†¦.everyone provides that†¦.† â€Å" I would expect the provider to have good and responsive customer service to cater to complaints and resolve issues immediately† â€Å" †¦Apart from the basic services, I would also be interested in new offerings such as music and game downloads..† â€Å" †¦. I prefer lower recharge coupons and flexibility in payment plans..† Loyalty towards the providers Certain subscribers usually tend to stick with the current players unless there is a shift in either their needs or environment. Changes in provider are usually done when there is a shift in location geographically or a personal need. Also, there is the segment of consumers who do not really face an issue of number portability and are willing to switch to a different provider for want of a better offer or tariff â€Å" ..When I went to college, I found my friends with ‘X connection and hence got one as well†¦Ã¢â‚¬  â€Å"†¦This second connection was bought when I shifted from Hyderabad to Bangalore for my job..† â€Å"I like the friends circle plan that is offered by brand ‘Y and it suits my usage habits†¦..† Trust Worthiness Presence of a brand for a long duration in the market or with long term usage, subscribers develops a sense of attachment towards the brand that leads to the feeling of trust. â€Å"†¦ I think this brand is good and trust in subscribing to their offerings†¦.† â€Å" I think they are the best in the market, being the leaders in this region..† Brand Association/Image Most urban subscribers are conscious about the fit of the brand with their personalities. The youthfulness of the brand or the positioning also dictates their preference towards it. â€Å" †¦I would like it to be a bit classy and not for everyone†¦.† â€Å".. Trendy, with offers for the students is something I would look out for in my brand..† â€Å" ..The corporate connections are available only with these providers..which says a lot about these brands..† Hence narrowing down from the Pilot qualitative research, the factors that are taken into consideration for Quantitative analysis are as follows: Questionnaire Data Collection- Parameters for Assessment 1) Personal Profile a. Age b. SEC (Data regarding Education and Occupation of the Chief Wage earner is collected and then coded to extract the SEC of the respondent) c. Place of Residence 2) Brand Awareness a. Brand Recall i. Un-Aided ii. Aided b. Identification of Brand Elements i. Color of Brand Logo ii. Associated celebrity iii. Associated Tag Line 3) Brand Knowledge a. Brand Visibility across media 4) Brand Equity (Dependent variable) a. Rating of brand as the ‘Most Preferred Service Provider 5) Brand Associations a. Sincere b. Exciting c. Competent d. Rugged e. Sophisticated 6) Social Image a. I believe the brand is good and would subscribe to its offerings b. Trust 7) Brand Loyalty a. I believe this brand is worth the money I pay for its offerings b. Recommend ability of the brand c. Switching Likelihood to competitors brand given better offerings 8) Product Benefits a. Affordability b. Good Connectivity c. Clarity of Voice d. Responsive Customer Service e. Broad Set of Services and features 9) Brand Usage a. Number of Providers used thus far b. Current Service provider c. Name of brands used so far d. Choose type of services availed from the service provider . Stage 3: DATA ANALYSIS Brand Awareness and Usage pattern study Respondent Profile a. Age Dispersion: 20-60 years b. Locations considered: Metros, Tier I Cities pan India. Ahmedabad, Bangalore, Chennai, Mumbai, Delhi and Hyderabad c. By Gender: Male 62.8% Female 37.2% d. By SEC Classification From fig , it is seen that amongst the total valid respondent s, there is favorability towards SEC A. Given that most of the survey has been online in nature and that locations considered being metros and Tier I cities of India , this is justifiable. Further fig , provides the split across the 4 brands on the basis of SEC. It is clearly seen that both Airtel and Vodafone are mostly similar in terms of their positioning and having a higher incidence towards SEC A1 and A2 Brand Awareness It is interesting to note from fig that apart from Airtel that enjoys almost 95% unaided recall, the other brands are comparable in terms of their recall quotient. Specifically, BSNL as a brand has a higher recall on consumers minds over Vodafone and Reliance. In fig , when aided recall is considered, the disparity amongst brands reduces to a large extent and almost all brands fall between the 93 to 95% range except for new brands such as MTS which currently have a presence only across 11 out of 23 circles. An interesting fact to note from fig above is that in spite of the time elapsed, the ‘Hutch pug still holds a strong bond with the brand and subscribers compensate for the absence of celebritys through these brand symbols Usage Pattern From the fig it can be seen that most of the respondents on an average cluster around the possession of 2 service providers till date. Also, the average period of usage for respondents is around 24 months as is seen from fig STAGE 3: DATA ANALYSIS QUANTITATIVE Step 1: Identifying the important components of Brand Equity brand wise Using Exploratory Factor Analysis (EFA) The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands and the subscribers are to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. Exploratory factor analysis (EFA) is used to get this inter relationship or pattern between these variables and to reduce the number of variables. The resulting independent variables are termed ‘factors. The resulting factors and their variable groupings are observed to explain the nature of the factors and the resulting factors or components would be used in further analysis. Further, this is performed for each of the four brands. As a heuristic, factors with close loading on two or more components are rejected as they are not explained uniquely by one component. Further Eigen values are used to identify the number of factors. Principal Component Analysis is the extraction method that is used. Step2: Extracting the Scores of the components of Brand Equity brand wise The score of each of the resulting components of Brand Equity such as Perceived Quality, Brand Worthiness, Brand Loyalty, Brand Knowledge and Brand Personality have been computed using the mean of the weighted average of all the variables that are included within each component of the brand equity. This is calculated for each brand. For example: The component Airtel Brand Worthiness consists of 7 variables. The score of the 7 variables is multiplied by their respective factor loadings. The mean of the ‘weighted score of all the 7 variables is the score of the component Airtel-Brand Worthiness for Brand Airtel. These computed score of the factors and the scores of the dependent variable for Brand Equity are used to calculate the impact of components on the overall brand equity in the next stage Step3: Impact of Components of Brand Equity on the overall Brand Equity brand wise Using Multiple Regression Model On aggregating the variables on to different components brand wise, the next stage is to analyze the impact of these various components on the overall brand equity brand wise. Score on overall equity The dependent variable has the following attitudinal statement to get a brand wise score on the following statement that is measured on a 5 point scale â€Å"Your preference/liking levels for each of the 4 brands as the ‘Most Preferred Service Provider† It is seen that the variables that load onto the components vary brand wise. It is important to find the impact of these components on the overall brand equity for each brand in order to understand the significance each component plays on brand preference for each of the 4 brands. Hence, the weighted scores of the components are used as dependent variables to find their impact on the overall brand equity (as measured by the above rating) using Multiple regression analysis. This is calculated for each of the four brands. The regression model is given as follows: Y = a + b1X1 + b2X2 + b3X3 + b4X4 + †¦..bnXn + e Y = Score on the overall brand equity as given by the dependent variable for each of the brands X1 = Score on Component1 for each of the 4 brands X2 = Score on Component2 for each of the 4 brands X3 = Score on Component3 for each of the 4 brands Xn = Score