Consumer Buying Behavior Towards Chocolates Consumption Marketing Essay

Consumer Buying Behavior Towards Chocolates Consumption Marketing Essay Through this descriptive study we have tried to analyze the various attribute that different buyer seeks while making purchase of chocolates of different size and quantity for different purposes altogether with significant differences in favorite brand; flavor; price and place of buying etc. Also, we have tried to examine the various degree of relationship that exist between the different attributes of the product that consumer favors and the brand loyalty that consumer have toward his liked brand. Also main emphasis is laid to find out what results in brand loyalty and is this relationship is significant with changing marketplace. Keywords: Chocolate, Consumer behavior, Consumption INTRODUCTION: If people thought that chocolates were just restricted to kids think again. According to a recent study conducted by a major chocolate brand in India the major consumers of chocolates apart from kids are teenagers and people between the ages of 15 35. Chocolates which were considered expensive once have now become affordable by one and all. Most of the chocolate brands in India produce chocolates in different sizes that are priced according to their sizes. Chocolates like Diary Milk and Five Star can be got for just  `  10. Chocolates in India are slowly and steadily substituting the mithai or traditional Indian sweets. Due to the increasing levels of social consciousness people prefer gifting well wrapped chocolate packets rather than sweets on occasions and festivals. Taking advantage of this situation the top chocolate brands in India are now concentrating on the packaging and are introducing well packaged chocolates for specific occasions.   OBJECTIVE: The objective of this study is to make generalization of consumers buying behavior towards the purchase of chocolates and than to measure the extent of brand loyalty, altogether with knowing what other marketing mix variable affect buyers decision regarding the purchase of chocolates. This study is a step toward generalizing the consumer purchase pertaining to following major set objectives: To know the customer behavior and to identify the level of customer satisfaction towards different brands of chocolates. To know the significant promotion mix that plays role in particular market. To test the brand loyalty among different gender of different age. CONSUMPTION OF CHOCOLATES IN INDIA Chocolate consumption is gaining popularity in India due to increasing prosperity coupled with a shift in food habits, pushing up the countrys cocoa imports. Chocolate market in India is pegged at Rs 2,000 crore and is growing at the rate of 18 20 per cent per annum. The global chocolate market is estimated around $80 billion. The Indian chocolate market is seen growing at a compounded annual growth rate of 15-20%. The Indian chocolate market is thought to be worth some R1,500 crore and has been hailed as offering great potential for Western chocolate manufacturers as the market is still in its early stages. Over 70% of chocolate consumption takes place in the urban areas. Chocolate consumption in the rural areas is negligible in India. Chocolate market is a highly concentrated market, with Cadbury having 70 per cent and Nestle around 20 per cent. The two giants have been instrumental in building up the chocolate market in India with huge investments in product development, advertis ing and brand building. Modern trade constitutes about 10% of the overall chocolate category, or roughly Rs 320 crore, according to Nielsen. Of this, brand Cadbury Dairy Milk has a share of 35%, while Bournville and Silk together account for 18%. Facts Figures: Indian Chocolate Industry as today is dominated by two companies, both multinationals. The market leader is Cadbury with a lions share of 70%. The companys brands like Five Star, Gems, Éclairs, Perk, Dairy Milk are leaders in their segments. Until early 90s, Cadbury had a market share of over 80 %, but its party was spoiled when Nestle appeared on the scene. The other one has introduced its international brands in the country (Kit Kat, Lions), and now commands approximately 15% market share.  Bars or molded chocolates like Dairy Milk, Amul, Nestle Premium, and Truffle account for 35 40 per cent of the total market (in terms of volume). The Count chocolates such as Five Star, Kitkat, Perk etc. is the next largest segment, accounting for 30 per cent of the total market. Panned chocolates enjoy 10 per cent of the total market share. In India, chocolates are consumed as excitement / enjoyment and not as snack. Therefore, more than 75 per cent of chocolate purchases are impulse. Ch ocolate consumption in India has nearly trebled since 2005, which is the reason why leading chocolate companies are investing in bringing premium brands such as Toblerone. Seasonal and boxed assorted chocolates have been experiencing the fastest growth, and sales are expected to expand 13% between 2010 and 2015. Cadbury India, which has been on an overdrive to promote its premium brands such as Cadbury Dairy Milk Silk and Bournville, is now rolling out Toblerone from parent Kraft Foods stable. The per capita consumption of chocolates in India, according to Chandramouli Venkatesan, director (snacking strategy), Cadbury India, has increased from 40gm per person per year in 2005 to 110-120gm. However, the launch of Toblerone is in line with Cadbury Indias business objective of growing the premium-gifting chocolate market. Gifting is a Rs 15,000-crore category in India, of which branded chocolate gifting is about 6%. Cadbury Indias share in branded chocolate gifting is 80%. Despite the fact that Indians have strong affinity for sweets, the size of domestic confectionery market is small on account of traditional consumer tastes and habits. The Chocolate market in India is a niche market penetrated largely in urban areas and per capita consumption is low as compared to those in developed countries of the West. Cadbury Indias main source of revenue is its 70% bite of the 23,000 tonnes Indian chocolate market. Advertisement Trends (AdEx division of TAM Media Research) Regional GEC took the second place with a 21 per cent share ad volumes of chocolates, followed by Hindi movie with 13 per cent share during January-November 2007. Cadbury India Ltd was way ahead of its peers with 66 per cent share followed by Nestle India Ltd and Parle Products Private Ltd during January-November 2007. As expected chocolate advertising skewed towards kids channels and regional GEC took the second position. Cadbury India Ltd rules chocolate advertising on television. Chocolate advertising rose by 30 per cent during January-November 2007 compared to January-November 2006. Maximum chocolate advertising was during Raksha Bandhan across 2005 and 2006 and January-November 2007. 17 per cent more advertising during third quarter 2007 (Raksha Bandhan festival) compared to first quarter 2007. LITERATURE REVIEW After having detailed study of Principles of marketing management book by Kotler and Keller, we came to know about consumer purchasing behavior and other various attributes of marketing mix like place and product strategy in alignment with promotion and pricing strategies and concept of brand loyalty with all the major attributes of a good brand. Beside this detailed study of various research papers and articles has also been made to know the practical applicability of the concept. Consumer leant about chocolate from many sources, mainly from friends and families, through advertisement and from their own experience. Whether a promotion and advertising hurt or help a brand is under-researched (Mela, Gupta Lehman, 1997). In the long-run, advertisement help brands by making consumer less price sensitive and more loyal. The purchase decision pertaining to particular brand and loyalty is a result of various attributes of the product. Advertisers must remember that advertising messages are interpreted differently between different genders (Maldonando, Tansuhaj Muehling, 2003; Hogg Garrow, 2003; Putrevu, 2001). Previous studies have proven that females were more likely to engage in elaboration than men (Maldonado Muehling, 2003). Hogg and Garrow (2003) found that women paid more intention about the details of the characters of an ad when asked to analyze advertising messages. They said that this may be explained by the fact that females have a greater tendency than men to consider external information and information related to others. Women are comprehensive processors who try to gather all available information about the product Advertisement can change consumers perception of a product in terms of attributes content and proportion and also influence consumers taste for attributes (Gwin Gwin, 2003). Brand preference and product attribute: Attributes are the characteristic or features that an object may or may not have and includes both intrinsic and extrinsic (Mowen Minor, 1998). Understanding why a consumer choose a product based upon its attributes helps marketers to understand why some consumers have preferences for certain brands (Gwin Gwin, 2003). Both tangible and intangible attributes of a product are equally important in choosing a product or brand (Myers, 2003). There is no evidence that certain attributes are more related to customer loyalty than others (Romariuk Sharp, 2003). Romariuk and Sharp (2003) suggested that marketers should focus more on how many attributes the brand should be associated with and not what attributes. For low-involvement products, consumers have more objective view of the nature of the attributes (e.g. food, cosmetics) because they are constantly being advertised and promoted. Price is another form of attribute used by consumers to evaluate a product. Price can sometimes be an indicator of quality; with a higher price indicating higher quality (Mowen Minor, 1998; Siu Wong, 2002). Consumers perceive that a higher price can be attributed to the higher cost of quality control (Siu Wong, 2002). Some consumers are highly price sensitive (elastic demand), whereby a high prices may shift consumers to competitive brands (Mowen Minor, 1998). Therefore price can have a positive or negative influence on customers. RESEARCH METHODOLOGY In this study the problem pertains to both State of nature and relationship among the variable i.e.; what is general behavior of consumer and than inferenceing the relationship that exist among the different variables to test the extent of brand loyalty and influence of one variable over the other from the data. As the study is related to the study of consumer behavior toward chocolates thats why the appropriate research design used is Fundamental descriptive with the use of both qualitative and quantitative design with static research approach. Formalized research design is also taken into consideration in order to test the Hypothesis framed. In this cross sectional co-relational field study data related to various independent variables dependent variables was collected from the stratified sample of 100 individuals, including males and females of different age groups constituting the sample. All the respondents were approached on the basis of simple random sampling in convenient ma rket place to ensure the accuracy precision of results. Personally administrated questionnaires were used for conducting the survey. INTERPRETATION AND ANALYSIS OF FINDINGS: In our study 48% (41) of respondent are males while 52% (45) of respondent were females. In this 57% (49) respondent are student, 16% (14) were professional, 13% (11) were businessman while 14% (12) respondent were females. 33% respondent includes people of age group 10-18, while other includes those of age 19-59. Q.1 who do purchase how frequently and how much they purchase Out of 86 respondents 13 (15%) respondents buy chocolates daily while 35 (41%) of them buy it weekly compared to 16 (19%) who buy them monthly against 22 (25%) respondents who buys it occasionally. In this 12% of males buy daily while 14% of female buy it daily. While 42% of males buy chocolates in a week against 33% of females, whereas 31% of females like to buy chocolate in a month compared to 22% of males. The result of collected sample reveals that 62% (53) respondent buys less than 5 chocolates a week, while 28% (24) people buys 5-10 chocolates a week. Only 3% of respondent said that they buy more than 15 chocolates an week against 7% who buys 10-15 chocolates a week. The analysis of sample data results that females buy more chocolates than males in a week as 38% of them buy 6-10 chocolates while only 17% of males do so. 73% of males generally buy chocolate in between 1-5 packs a week compared to 51% of female respondent. It is analyzed that 21% (18) of respondent purchases chocolate costing between 5-10 Rs while 47% (40) buys chocolate that cost 10-20 Rs. Chocolates costing 20-50 Rs is preferred only by 24% (21) of respondent and only 7 (8%) out of 86 respondent buys chocolates costing more than Rs 50. Price of chocolate significantly affect different gender differently as 22% female purchase chocolates costing 5-10 Rs against 19% males, while 49% of females prefers to buy those costing in between 10-20 Rs as against 44% of males. 32% Males buy chocolates those costing in between 20-50 Rs compared to 18% of female buying the same. Q.2 For whom it is purchased In collected sample 41% (35) respondent buys chocolates for self consumption against 29% (25) who never buys for them-self. Among them 44% (38) respondent purchases for children against 15% (13) who never buys for childrens. 28% (24) of respondent buys chocolates only for the gifting. The percentage of those who buys always and never for special occasion is approximately 27% and 24% respectively. Analysis shows that 42% of females always buy choclates for self consumption where only 39% of males do same for self consumption. When it comes for buying choclates for children than insignificant of gender both have same buying behaviour. Males seems to gift chocolate more than female as 20% of them buy it for gifting compared to 12% of females. Q.3 what motivate to buy chocolate In a study of 86 respondent it was found that 17% (15)of the respondent were very tempted by the display ads while 34% (29) respondent are moderately affected by the display ads while it has no affect on purchase decision of 13% (11) of respondent. In the undertaken study visual ads highly affect 41% (35) respondent while only 9% (8) of respondent are not affected by it. 24% (21) of respondent perceives affect of family and friends on their purchase decision while it has no affect on 5% (4) of respondent. This shows that family and friends has very high affect on purchase decision of chocolates buyers. Very insignificant numbers of respondent only 2% are affected by sales-man persuasion while it has no affect on 49% (42) of respondent. Also celebrity endorsement has only a moderate influence on purchase decision of respondents. Only 9% respondent are affected by celebrity endorsement compared to no affect on 16% respondents. 42% females are affected by visual advertisment against 39% of males while the display ads affect male more compared to females with 24% and 11% of significant impact on purchase decision respectively. Also family and friend affect females(27%) more against males (22%). Q.4 Important Attribute of the chocolate It can be inferred from study that taste is very important for buying chocolate 95%males 93% females buy chocolates because of taste. 54% males 49% females are showing neutral response to availability, while 27% males 36% females say that availability is most important for buying chocolate. 19% males 15% females have least impact of availability. Price is most important consideration for 29% males 33% females. It affects 42% males 29% females moderately. For 29% males 38% female price is least important. Packaging seems to impact purchase decision of 49% males 58% females moderately during purchase of chocolates. For 22% males 27% females packaging is most important consideration for buying chocolate. 29% males 15 % females have least impact of packaging. Q.5 Advertisement seems to have moderate impact on purchase decision irrespective of gender; however 29% males 22% females are mostly affected by advertisement. 17% males 24% females are not affected by advertisement. Q.6 Forms of chocolate impact 54% males 44% females moderately while 24% males 27% females are mostly affected by form of chocolate. 22% males 29% females are least impacted by form. 80% chocolate buyer seems to buy particular brand against 7% who do not care for the brand name Q.7 how advertisements persuade consumers to purchase Sample in hands results that 20% of people like to buy due to emotion in their advertisement while 43% of respondent love fun in advertisement while only 27% of people like knowledge in the promotion mix against 10% of people who likes music/jingle. So it can be concluded that people watch and are persuaded due to fun content in the advertising of the chocolate more than any other factor. While analysing data on the basis of gender it can inferred that males (81%) like fun and emotional content in advertisement than females(47%), while female (33%) prefer knowledge content more than males (19%). While 20% of female loves music and jingles in comparison no male like it. Q.8 which brand mostly prefered by consumers In the undertaken study it was found that Cadbury is the most favoured brand with 70% of share as against 21% of Nestle, 4% 5% respectively for Amul and miscellaneous ones. It can be inferred from the collected data that females (71%) like Cadbury more than males (68%), while males prefer nestle (24%) more than that of females (18%). While demand for Amul chocolates is found to be very insignificant and equal in both the gender. Q.9 effect of increament in rates The sample analysis say that 82% respondent are highly brand loyal as 18% of them will buy the costly pack of same and 64% of them will not show any change in demand pattern. Only 5% of respondent are in favour of shifting brand against 13% who will reduce the purchase quantity if the rate increases by 2-5 Rs. The deep gender-wise analyses of result show that both genders are equally brand loyal towards price sensitivity. Results show that around 64% (in both gender) will have no change in their purchase decision while 19% of them show positive relation toward buying as they will buy more thinking quality has improved. Also its seems that Law of demand (increase case) operate on males more than females as 15% 11% of them will reduce buying chocolate with increase in prices. Q.10 from where consumers mostly buy The sample study results show that 35% (30) respondent buys from local shop against 49% (42), 7% (6) and 9% (8) respondent who buys from store, cafeteria and malls respectively. In this study, males (42%) prefer to buy more from local shop than compared to females (29%) while female (55%) prefer to buy more from stores against males (41%). While the ratio of buying from malls and cafeteria reveals there is no significant impact of it on gender as both have almost equal choices in this regard. Q.11 what consumers do if preferred bran not available The analysis of sample data says that 9% of total respondent will buy costly pack of same brand while 56% of them will move to next shop. This shows that 65% of respondent are highly brand loyal against those 30% who will buy another brand or other (6%) will postpone their purchase decision. The analysis of sample data gives result that females are highly brand loyal than males as 71% of them will buy the costly pack of same brand or move to another shop compared to 59% of males if that particular is not available. While36 % males 24% female say that they will shift to another brand while 6% of both genders will postpone their purchase decision. Q.12 how much customer are loyal to specific brand To check brand loyalty and competitive affect we has analyzed that 15% of respondent will not buy any other brand while 53% of them may consider the same against 35% who are not sure of taking decision. Our study 41 male 45 female respondents were there if another brand of the same product appears in the market then 7% males 22% females will not buy the new brand. 64% males 44% females may be considering the new brand. 5% males 18% females shall not consider new brand. 24% males 16% females cant say they will buy new brand or not. CONCLUSION: In study of 86 respondents it was found that 95% (82) respondents like Cadbury Brand, 68% (59) respondents like Nestle Brand, 24% (21) of respondents like Amul Brand 1% respondents like Other Brand. So it can be concluded that Cadbury is most famous brand among others. 50% Cadbury buyers like to buy Dairy milk out of 82 respondents 15% Cadbury buyers like to buy 5 Star out of 82 respondents. 10% Cadbury buyers like to buy Perk out of 82 respondents. So, the findings from study that most preferred chocolate are Dairy Milk out of Cadbury buyers. 36% of Nestle buyers like to buy Kit -Kat out of 59 respondents. 24% of Nestle buyers like to buy Éclairs out of 59 respondents. 20% of Nestle buyers like to buy Munch out of 59 respondents. 52% of Amul buyers like to buy Chocà ³ Mines out of 27 respondents. 48% of Amul buyers like to buy Chocà ³ Zoo out of 27 respondents. To be concluded that Kit -Kat and Chocà ³ Mines is most preferred chocolate in Nestle and Amul respectively. Also, it was found that 59% (51) of respondents like chocolate flavor, 23% (20) likes coffee flavor 20% (17) respondents like nuts flavor. So it can be concluded that chocolate is the most profitable flavor coffee second most profitable. APPENDIX 1. Ho = their exist no relationship between the gender who buy chocolate for self consumption, children, gift. Ha= Gender have significant impact on the purpose of buying chocolates. Gender Child Chi-Square(a,b) .186 13.000 Df 1 2 Asymp. Sig. .666 .002 Gender Gift Chi-Square(a,b) .186 34.907 Df 1 2 Asymp. Sig. .666 .000 Gender Self Chi-Square(a,b) .186 2.116 df 1 2 Asymp. Sig. .666 .347 After applying Chi square test on the data it is found calculated value of test is less than the tabulated one. It means that Ho is accepted thats prove that their is very insignificant difference in perception of both the gender and thus both gender buy chocolates for self consumption, gifting and children in a equitable amount. APPENDIX 2. Ho = their is no relationship in gender and frequency of buying chocolates Ha= Gender affect frequency of buying chocolates. Gender How Often Chi-Square(a,b) .186 13.256 Df 1 3 Asymp. Sig. .666 .004 our Ho is selected and Ha is discarded. Thus use of chi square test proves here that both the gender have similar frequency in buying chocolates. APPENDIX 3. Ho= Cost do not affect the purchase decision of diferent age group Ha = different age group have different perception towards cost Age Cost Chi-Square(a,b) 45.209 26.279 Df 30 3 Asymp. Sig. .037 .000 Here in this study it is found that the age and cost have significant relationship among them. It means different age group have different reaction towards different price levels. Thus our Ha is accepted and Ho is rejected. APPENDIX 4. Ho=Visual ads do not have different on different gender Ha=Visual ads affect different gender Gender Visual Ad Chi-Square(a,b) .186 32.256 Df 1 4 Asymp. Sig. .666 .000 Here Chi Square test show that tabulated value of Chi square is greater than calculated thats why our Ho is accepted, which means that there is no relationship betwen gender and visual ads. APPENDIX 5. Ho= The cost of chocolate do not affect the brand purchase Ha=The price of chocolate affect the brand purchased Cost Brand Chi-Square(a,b) 26.279 85.558 Df 3 2 Asymp. Sig. .000 .000 Here Chi Square test show that tabulated value of Chi square is greater than calculated thats why our Ho is accepted, which means that there is no relationship between cost and brand purchased.

On the Existence of God: On John Haught’s What is God

John Haught’s What is God aims to provide â€Å"a simple ‘mystagogy’†¦ an ‘introduction to mystery’ (116). The importance of mystery to Haught’s work may be traced to his main assumption that the existence of God is evident in the existence of â€Å"a cognitive ‘feeling’ of inexhaustibility† that an individual experiences in relation to the experience of depth, future, freedom, beauty, and truth (115). He states, â€Å"The notion of mystery is indispensable to our discourse about the divine†¦To say that God is ultimately mystery is the final word in any proper thinking about the divine†¦in order to accentuate the utter inadequacy of any thoughts we may formulate about God† (Haught 115). Haught argues that within a world controlled by technological advancements, man continuously opts to contain the mysterious aspects of life (117). In order to prevent the continuous repression of the mysterious aspects of life, Haught argues that it is necessary to consider certain experiences which when examined can only be understood within the context of the assumption that God exists. These experiences are those of depth, future, beauty, and truth. In line with this, what follows is an analysis of John Haught’s argument regarding the existence of God as it is presented in his book What is God. Initially, it is interesting to note that the book addresses the question â€Å"What is God? as opposed to â€Å"Who is God? †. By addressing the aspect of deity in a manner that cannot be represented by personal imagery, the succeeding chapters of the book discusses the main problem of God’s absence. This problem however is addressed in a similar manner within each chapter as Haught specifies the implications of this absence to the religious life of this period. The different implications of the absence of God i n the various aspects of human life are further discussed within the text through five themes for thinking about God. These themes refer to depth, future, freedom, beauty, and truth which function in the imagination as the ‘persuasion’ or ‘lure’ for the acceptance of the existence of a mysterious and divine being; that being God. Within each theme, Haught places emphasis that these themes and concepts imply a pattern of letting go in order to be able to freely step into the terrain where an individual is truly addressed by the Other. Within the context of the theme of depth, for example, Haught adheres to Paul Tillich’s discussion regarding the ‘the depth of existence’. Within the aforementioned work, Tillich argues that there are various depths to human existence. For Tillich, although the aspects of human existence differ by the degree to which an individual is subsumed within a particular experience, the manner in which one experiences and seeks the experience of the different aspects of experience in different depths ensures that there exists a fundamental aspect of existence which each individual opts for due to its ability to provide meaning to an individual’s life. Haught quotes Tillich, who states, The name of this infinite and inexhaustible depth†¦is God. The depth is what the word God means†¦For you cannot think or say: Life has no depth! Life itself is shallow. Being itself is surface only. If you could say this in complete seriousness, you would not be an atheist; but otherwise you are not. He who knows depth knows about God. (14-15) Tillich, within this context, argues that to assume that existence has various meanings and to assume that existence has no meaning both involves the assumption of the depth of existence since even if an individual merely affirms that ‘being’ is surface only, that individual also assumes that there is an aspect of existence which involves the lack of being and this lack of being in itself may be considered as an aspect of the depth of existence. In line with this, Haught argues that the experience of depth ensures the existence of God since God refers to the aspect of existence which all individual’s experience. He states, â€Å"‘God’ is a name for the dimension of depth that all of us experience to one degree or another, even if only in the mode of flight from it† (Haught 15). Haught further argues that depth is an example of one of the experiences in â€Å"the horizon of our experiences† that one recognizes the existence of God (Haught 15). Haught’s emphasis on the metaphor of the ‘horizon’ in which one experiences God repeats itself in his discussion of the other experiences which ensures the existence of God such as the future, freedom, and beauty. Haught argues that in the same manner that to live in depth involves the acceptance of the experience of the different degrees of understanding one’s life, to live in future also requires living with the instability and messiness of historical existence and with the changing images of God which these historical events imply (Haught 28). In the same manner, to live in freedom involves living courageously in the face of non-being wherein non-being refers to the face which absolute freedom presents upon the individual as it invites us to embrace it (Haught 49). To live in beauty, on the other hand, involves the ability to endure the breakdown of one’s own restrictive narrative in favour of the wider novelty and contrast of the divine narrative presented through the various images relayed by nature (Haught 71). Finally, to live in truth also involves moving beyond the security of the limited approval of others as one trusts in the unconditional acceptance which alone makes truthful living possible (Haught 111). It is important to note at this point that as Haught’s explanation for the existence of God places emphasis on the identifiable and universal aspects of human experience which may imply the existence of God, Haught’s method follows a deductive method which involves the assuming that since certain aspects of human experience remain universally mysterious to man, these experiences may be attributed to the existence of a divine being. This is in accordance to his conception of God which is not based on a gender-specific image since it allows his conception of God to explore both the theistic and non-theistic arguments for God’s existence. In the final part of the book, Haught concludes that the aforementioned experiences affirm the existence of God as a ‘mystery’ since if God is experiences as an ultimate mystery human experience of God is ensured in the different depths of reality. This however does not necessarily imply that to speak of God as a mystery involves speaking of God as an entity which is not possible for the human mind to recognize or have knowledge of. According to Haught, this merely implies that God exists as an entity which allows the human experience of boundlessness. He states, It is our fundamental openness to mystery that sets us apart from the animal and grounds the self-transcendent nature of our lives. It is our openness to mystery that constitutes the foundation of our freedom and liberates us from the slavery of mere morality. It is because of our capacity for mystery that we experience the uneasiness and anxiety that provoke us to move beyond the status quo and seek more intense beauty and more depth of truth. In short, mystery is what makes a truly human life possible in the first place. (Haught 124) For Haught, the importance of the recognition of the existence of God to human life lies in its ability to allow the individual to transcend the ordinary barriers of life. The function of religion within this context is to enable the individual to recognize the manner in which he may delve into the mystery of God in order to transcend the barriers set to the individual within social reality [i. . the barriers of sex and social status]. In line with this, it is important to note that Haught’s discussion does not place emphasis on the role of God within one particular religion. On the other hand, his discussion is veered towards the justification of the necessity of God’s existence within any form of religion. For Haught, within all these religions, the similarity between them lies in their conception of the experience of God as an experience of mystery. To equate God with mystery enables the function of God within these religious institutions to free the concept ‘God’ from the narrow ideas of ultimacy. In summary, John Haught’s What is God equates God to the experience of mystery since the experience of mystery as can be seen in the experience of depth, the future, freedom, beauty, and truth, allows the continuous evolution of humanity’s experience of God and hence in the process does not lead to the limitation of God as an anthropomorphic figure. One may note that such a view is in accordance to John Haught’s evolutionary theology as it places emphasis on the role of the evolution of human consciousness in the discovery of God. Since the mysterious events are always in accordance to what is known and what is not known by man, the development or evolutions of man’s consciousness and man himself may be equated with man’s drive towards the discovery of God. By equating God with the experience of mysterious events, events which go beyond an individual’s understanding, Haught was able to allow the synthesis of the view that man stands as an entity that is continually evolving and the view that man’s evolution is in line with the discovery of mystery however God continues to stand as a bigger entity as opposed to man as his existence is continuously affirmed by the experience of mysterious or unknown events as is the case with the experience of depth, future freedom, beauty, and truth stated in John Haught’s What is God.

Backup of Order Joseph Campbell Order

Joseph Campbell is an influential American writer of mythology and Comparative religion. He gained his worldwide fame with his books such as â€Å"The man with a thousand faces. † Written in (1948), which explored the archetype of the typical hero, â€Å"The Masks of God. † Written in (1959-1968) which was an examination of the complex mythological heritage as well as its implications for modern humanity. â€Å"Historical Atlas of world Mythology†(1989) his multi-volume novel which is in the early stages of human culture. His multiple theories were popular with the Public Broadcasting System series of television interviews with Bill Moyers.The interview was also published as a book, that became Joseph Campbell’s bestseller. He was born in New York City, to Charles and Josephine Campbell. As a child his father, Charles took him to the Buffalo’s Bill’s Wild West Show, and to The Museum of Natural History. At the age of twelve, Joseph read Ameri can Indian Folklore. In the Pocono Mountains in 1917, he met Elmer Gregor a writer about American Indians. Elmer Gregor, could communicate with Indian sign language becoming Joseph Campbell’s mentor and â€Å"guru. † Joseph Campbell found his interest in Mythology in College while working on his master’s degree.He received his M. A. in English and comparative English in 1927. He returned to Europe to study in Arthurian romances as a postgraduate at the universities of Munich and Paris. He discovered the many themes of the Arthurian tales seemed similar to the American Indian folklore. This work inspired him to study the authors Thomas Mann and James Joyce. These writers he regarded as a guide for their own interpretation of mythical material. Joseph Campbell was also inspired by the Order#31469486 Joseph Campbell Pg. 2 works of Jung. Joseph Campbell returned to the United States only to retire for fiveyears at his home at Woodstock, New York, as well as Carmel, California. There he worked on putting together a guide of perceived myths such as the â€Å"The pictorial vocabulary of communication from the source zones of our energies to the rational consciouness. † He began teaching, in 1934, at Sarah Lawrence College in Bronxville, New York. He remained teaching at Sarah Lawrence for thirty-eight years. Joseph Campbell married in 1938, to Jean Erdman, who was one of his early students. Joseph Campbell was a guest lecturer at the Foreign Service Institution, from 1956 to 1973.He received the award of the National Arts Club of honor for literature. In 1987, he was elected to the Academy of Arts and letters. Joseph Campbell is mostly known for his book â€Å"The Power of Myth† which was first a popular PBS television program in 1985 and 1986. It was created at film directors George Lucas’ Ranch. His concept of the hero’s journey was the inspiration for George Lucas’ â€Å"Star Wars Trilogy. † In October , 31, 1987, Campbell died at the age of eighty-three after a brief illness. He lived in Hawaii, Honolulu. Joseph Campbell began his inspirational writing career likeany other writer, as a literary critic. He co-wrote â€Å"The skeleton key to Finnegan’s Wake. † (1944). The book is a study of James Joyce’s novel â€Å"Finnegan’s Wake. † Campbell directed his attentions to the myths of all the religions examined in the terms of Jung concept of collective consciousness. His study popularized the important key discoveries and psychology of the Jungian teachings. Campbell argued that these worlds mythologies Order#31469486 Joseph Campbell Pg. 3 Ritual traditions, folk traditions, and the major religions all share symbolic themes, motifs and the patterns of behavior.His many theories inspired many writers such as Penitti Saarikoski, the Finnish Poet who penned the Tiarnia series. The Hero with a thousand faces written in (1948), is Joseph Campbellâ€℠¢s most inspirational work. It is a study of his theories of the journey of the Archetypical hero found in religion and mythology. Since its publication in (1948), it has consciously inspired many writers and artists worldwide. The best known is the writer George Lucas, of Star Wars fame. George Lucas has acknowledged a great debt to Joseph Campbell for his worldwide fame. The insight of the novel is the myths worldwide havesurvived for thousands of years, and all share a basic structure which is called monomyths. This basic structure includes stages such as: 1. A call to adventure- In which the hero is called to fight for a greater good which he can decline or accept. 2. A road of trials-, which determines if the hero succeeds, or fail in his adventure. 3. Achieving the goal- Resulting in the hero’s gaining self-knowledge during the adventure. 4. A return to the ordinary world- in which the hero will succeed or fail his journey. 5. The application of the boon- In which we fi nd what the hero has gained to improve The world.These are classic examples of the monomyth as told by Joseph Campbell and several scholars such as Buddha, Moses, and Christ. Campbell also examines the basic structure of several other classic myths from other cultures. The book is Joseph Campbell offering several discussions of the hero’s journey using Freudian Order#31469486 Joseph Campbell Pg. 4 ideas, which were popular in 1940s and 1950s. He realized that the monomyth is not tied to the Freudian concepts. Joseph Campbell utilizes a mix of Jungian myth archetypes, unconscious forces, and Arnold Van Gennep’s. Arnold Van Gennep structures of the Rites of Passage providesome lucidity. However, the pattern of the hero’s journey inspires several writers, artists as well as intellectuals while suggesting a fundamental usefulness of Campbell’s examinations. It is often known as Joseph Campbell’s best work selling nearly million copies in various editio ns. In Myths to live by written in (1972) Joseph Campbell suggests that old myths should be replaced by new myths by drawing from the symbols in modern technology. It is a collection of essays by Joseph Campbell in 1958 to 1971. The basic theme is the power of the myth in the inner, spiritual lives of the human beings throughthe ages. It goes through the process of myth through the primitive past to the immediate present and returns to the source of it all possible myth- the creative mind. He examines the borders dividing the Earth and explains that they are shattered. He believes that the myth as well as many religions follows basic structured archetypes and are no longer exclusive to one person, region or religion. Joseph Campbell explains in his book that people must recognize their own common denominators and allow the knowledge to fulfill their human potential. The Power of Myth (1988) first began as a PBS documentarySeries comprising of six one-hour conversations between Josep h Campbell and journalist Bill Moyers. The interviews between these men were conducted at George Lucas’ Ranch Order#31469486 Joseph Campbell Pg. 5 in the last summer of Campbell life. Both men discussed their ideas about comparative mythology and the role of myth in growing society. Episode one entitled â€Å"The hero’s journey†discusses Campbell and his hero types and deeds, Jesus Christ, the Buddha, Star Wars as a metaphor. The men also discussed the Iroquois story, the refusal of suitors, dragons, dreams, and the Jungian psychology concept, â€Å"The follow your bliss† concept,and spirituality vs. economics. Episode 2 entitled â€Å"The message of the myth. † The creation of myths, God vs. Nature, sin, morality, the Gospel of Thomas, Old time religion, computers, religion as â€Å"software,† the story of Indra, participation in society, transcending duality, and pairs of opposites. Episode 3 â€Å"The first storytellers† consists o f animal memories, harmonizing with your body and life cycle, consciousness vs. its vehicle, the killing for food, crime increasing, and the Shaman as the center of the world. Episode 4 â€Å"Sacrifice and bliss† consists of the sacred Earth,agricultural renewal, human sacrifice, the sacrifice of the masses, transcendence of death, social dictates vs. following bliss, guiding hands. Episode 5 â€Å"Love and Goddess† consist of Joseph Campbell and Bill Moyers discussing the troubadours, Eros, romantic love, Tristan, libido vs. credo, separation of love, Satan, your loving enemy, the Crucifixion as an atonement, the Goddess, the myth of the Earth mother, the virgin birth, the Big Bang, and the story of Isis, Osiris, and Horus. Episode 6 â€Å"The masks of Eternity† Both men discuss and identify Order#31469486 Joseph Campbell Pg. 6with the infinite, the circle as a symbol, clowns, masks, epiphanies, James Joyce, the sublime vs. the monstrous and the dance of Shiva. The companion book for The Power of myth series was also released in 1988. Joseph Campbell was the prime mover of the publication of the book as well as Jacqueline Kennedy. The book follows similar format of the PBS documentary providing further study and discussions. A Skeleton Key to Finnegan’s Wake written in (1944) Joseph Campbell and Henry Morton Robinson both worked on this literary criticism. It provides a great in depth analysis of James Joyce’s final novel Finnegan’s Wake. This book isconsidered by most scholars as the source of importance in studying James Joyce’s work. Campbell’s term Monomyth describes the hero’s journey in Finnegan’s Wake. The key to Finnegan’s Wake is the first book about Joyce’s Finnegan’s Wake. The book begins with an introduction by Joseph Campbell followed next with a brief synopsis of Finnegan’s Wake. The book deconstructs Joyce’s novel page by page. It strips the text of its unknown concepts while supplying possible interpretations through footnotes and referenced commentary. This way Campbell and Robinson attempt to re-tell the Wake in order to understand the book better.The technique is helpful, however renders Joyce’s scintillating writing as flat and dry. Several of Joyce’s meanings are sourly overlooked by Campbell and Robinson and have overturned by intensive study. Both men study the text in a mythopoetic angle in a refreshing way stating insights that has never been bested by anyone else. The book was published five years before he wrote his best-known book Order#31469486 Joseph Campbell Pg. 7 â€Å"Hero with a thousand faces. † Joseph Campbell has had his share of controversy in his life with people accusing him of anti-Semitism. His blunt criticism of certain various organizedreligions were the cause to which Joseph Campbell replied was his job as a mythologist. Scholars disagreed with the accusations of anti- Semitism believing the accusations to be unsupported by any evidence. Stephen Larsen and Robin Larsen fought the accusations by stating that Joseph Campbell would not be a part of any organization that would support racial or social supremacy. Joseph Campbell’s influence in Cinema, are well known. He has influenced many filmmakers, writers, and artists in all genre’s such as Science fiction westerns, and literature. They each use the mythology of the hero’s journey telling usabout the values we must face in our life. -Works Cited- The Hero with a thousands faces: Commemorative Edition by Joseph Campbell Bollingen; Cmv edition (February 17, 2004) The Power of Myth by Joseph Campbell with Bill Moyers; Anchor; reissue edition 1988. www. kirjasto. sci. fi/campb. htm; Joseph Campbell- Books and Writers (1904-1987) www. biblo. com/authors/629/Joseph_Campbell_biography. html- Book search and marketplace, Joseph Campbell biography and list of works. www. themodernworld. com/Joyce/joyce_crit_3. html- James Joyce-Finnegan’s Wake. Joyce Criticism-The modern world.

Procurement and supply chain management Free Essay Example, 1250 words

24). Constant quality improvement dictates the supplier on how they will add value to the company through supplying them with the needed goods. This involves ensuring the good arrive on their needed destination on time (Tahriri, Dabbagh & Ebrahim 2014, p. 1319). Financial stability of the supplier is also important judging by the fact that these suppliers use the finances to ensure the continuity of the business. Issues such as culture and also reference work for to the advantage of the supplier as they are also used to build the bond between the business and the supplier (Giannakisa & Louisb 2011, p. 24). Alliance experience is how well the supplier is known by firms that are alike to our firm. The risk criteria include indentifying the assets at risk from suppliers and knowing the value of assets, as well as the criticality of the assets, security requirements of the suppliers according to their priority and vulnerabilities from the suppliers and also from the external environment (Tahriri et al. 2014, p. 1319). Our business security goals include ensuring that our assets reach our venue safely and that they are carried to their exactly usage location without any harm plus the safety of our workers are ensured while the item is being carried to its usage location. We will write a custom essay sample on Procurement and supply chain management or any topic specifically for you Only $17.96 $11.86/pageorder now The supplier must use special carriage means to ensure that these goods reach the destination in good condition (Giannakisa & Louisb 2011, p. 24). If maybe the goods require refrigeration, then the supplier must use vehicle with refrigerated compartments in order for the goods not to go bad while in transportation. If maybe the goods are fragile, then the supplier will be required to use soft materials that will prevent the goods from breaking just in case they hit any surface during transportation (Tahriri et al. 2014, p. 1319). They also recommend special vehicles that can transfer the goods from the unloading area to their area of usage safely. They also agree that just in case any of their endeavours lead to any injury of any our workers or destruction of the goods, then they will be the ones to bear the consequences. The risk classification model includes various risk factors that are ranked in terms of high, medium or low and also the mitigati on status. These risk factors include data center power outage, data center fire, equipment failure, voice network failure, data network failure, natural disaster service interruption, criminal activities, human errors, software errors affecting integrity, business system change control and unauthorised intrusions.