Baroque Period and Romantic Period

The Basics of Narrative Voice

The Basics of Narrative Voice The Basics of Narrative Voice â€Å"Narrative† refers to how a story is told. A â€Å"narrative voice,† then, is a voice that tells a story. This makes it important for authors to understand the basics! In this post, therefore, we’re looking at key aspects of narrative voice. Grammatical Person One key element of narrative voice is point of view. This is reflected in the grammatical person used. In most narrative writing, this will either be first person or third person: First-person narration tells a story from the point of view of the narrator (i.e., using â€Å"I† or â€Å"we† pronouns). This will often be the main character in the story, but it could also be someone else recalling what they witnessed or a story they heard. In third-person narration, the narrator isn’t the main focus of the story. They may be part of the story, such as an onlooker giving their version of events. But a third-person narrator may also be the disembodied voice of the â€Å"author† telling the story. Either way, they refer to characters with third-person pronouns such as â€Å"he,† â€Å"she,† and â€Å"they,† but not â€Å"I† or â€Å"we.† While not impossible, it is unusual to use the second person in narration. This is because it involves addressing the reader directly, as if you were telling a story about the person reading it! What Does the Narrator Know? A narrator can be either limited or omniscient. A limited narrator knows only what they would know within the bounds of the story (e.g., a character recounting their version of events). An omniscient narrator knows everything that is happening in the world of the story. First-person narrators are usually limited since first-person narration is subjective. But third-person narrators can be either limited or omniscient depending on their relation to the story itself. Narrative Reliability Another element of narration is how trustworthy the narrative voice is. A reliable narrator provides a straightforward, credible account of events. An unreliable narrator, on the other hand, tells a story that should not be taken at face value. This may be because the narrator is lying, misinformed, or even insane. The point of this is to: Make the reader question what they are being told Show the reader something about the narrator For example, an unreliable narrator may be trying to persuade the reader to sympathize with an unsympathetic character, such as Patrick Bateman from American Psycho. Or it can be used to show us how the world appears to the narrator, such as in The Curious Incident of the Dog in the Night-Time, where the story is told from the point of view of an autistic child. Both good books, albeit in very different ways. Combining These Elements in Narrative Voice You can combine the elements above in various ways. As mentioned, for example, a third person narrator can be either limited or omniscient. You can also use different narrative voices in different parts of a story. Try experimenting with telling your story in different ways. They key is finding a voice that works for you. To work out what type of narration to use: Think about what you want to reader to feel and think as they read Consider how you want the reader to relate to the narrator Work out what type of voice will let you achieve this Whatever   you choose to do, though, remember that narrative voice is an essential part of storytelling.

Strategic Perspectives Essay Example | Topics and Well Written Essays - 1500 words

Strategic Perspectives - Essay Example A member needs to know the causes and effects that are related to his company in terms of governance and explore the software to manage his allocated company. The causes - effects and revenue profits relationships are determined by the stability of a business and its economic ethics. GLO-BUS enables its participants to apply their school business knowledge logically in handling business related matters. This exercise is realistic in a way that, those involved in it are exposed to managerial experiences, which are critical in the day running of the business (Hoffmann 2007, p.43). Introduction Reflective practice techniques can be useful in analyzing ones Glo-bus team experience. The reflective practices include taking part in self assessment to indentify the areas I can develop to become competent. Glo-bus experience allows its team members to make decisions in a year. During this period, the co-managers and I decide on the designs that we are going to use and the camera line performa nce, which in this case are always ten decisions to be made. Teachings on product operation and the compensation of workers are also offered. Others include knowing how to deliver prices and marketing, taking part in social responsibility by being a good citizen and being in charge of operations that govern the company. Participation in the team also instills us with the skills of accounting, providing more opportunities in becoming shareholders, which allows us to import duties and check on the exchange rates. Based on the reflective practice, the above actions require the team members to assess themselves properly to be able to implement them. According to reflection theory by Boud et al (1985), experience alone is not enough when it comes to learning. They perceive structured reflection as a way one can learn from experience Boud asserts "Perhaps if we can sharpen our consciousness of what reflection in learning can involve and how it can be influenced then we may be able to impr ove our own practice of learning and help those who learn with us" P. 21. Based on Glo-bus, we also learn that when presenting a report on results, it is important to involve the detailed information about the company, revealing its statistics and reports of other companies and their market performance. The decisions issued by the instructor determine the decision periods that will guide us on how our company will be running. To be familiar with the management, software practice has to be applied to understand the information provided on the screens and in reports. Decision and report screens are designed with help buttons that include elaboration on the cause and effect relationships, to give advice and guide us on what to do. In analyzing the experience gained from Glo-bus, reflection in action enables us to think critically and to understand the concepts we are taught and to deal with problems when they arise. The action that is reflected during our experience implies that, we sh ould think critically and maintain our experience for future use. Our experience as being part of the Glo-bus team had both positive and negative effects and some of the critical incidents that affected me and our team were varied. Starting with the positive critical incident, I will apply the Kolbs learning cycle whose theory consists of four stages that are involved in learning. It provides an explanation on how individuals use

Personal an Managerial Effectiveness Essay Example | Topics and Well Written Essays - 2750 words

Personal an Managerial Effectiveness - Essay Example It then outlines potential strategies that managers can utilize to effectively manage assorted workplace populace. The possible benefits of efficient diversity management are further stipulated in the report. In the subsequent section, the paper focuses on challenges linked to diversity in the multinational organization under scrutiny. The principal conclusion drawn from the analysis section is that, senior management at the MNC in question must strive to adopt suitable diversity management strategies in order to capitalize on employee productivity. Some of the recommendations include improvement of intercultural communication and implementation of training programs that foster multicultural interaction within the organization. Overall, the report recognizes that fact that with increased globalization, contact among individuals from widely varying backgrounds is inevitable. For this reason, senior managers could have better ability, to place the organization in a strategic position, where it can maximize profitability by taking advantage of a diverse yet integrated workforce. Contents Executive Summary 2 Contents 3 Introduction 4 Discussion 4 Definition and Justification of Diversity 4 Workforce Diversity Evolution in 21st Century Companies 6 Approaches to Manage Diversity 7 Benefits of Effectively Managing Workforce 8 Analysis 8 Conclusion 10 Recommendations 11 Bibliography 14 Introduction Growth of the business environment to a global scale has prompted companies to extend their services beyond their parent countries to other nations thus gaining worldwide influence. It has become apparent that individuals in the contemporary world do not work or exist in isolated places like was the case in the past. People and businesses in the modern world compete with others at a global level, meaning that they are bound to encounter a wide range of cultural beliefs that differ from their own (Aswathappa, 2006, p. 10). This implies that, organizations seeking to benefit f rom widespread globalization must adopt strategies that enable them to embrace and manage diversity effectively. Workplace diversity concerns are progressively becoming significant to organizations not just because of the spread of globalization, but also due to the change in population structure within different countries. Companies must examine their diversity management capacity and formulate innovative ways of ensuring that they are completely inclusive; since diversity would enable them to foster employee productivity thus gaining and retaining competitive advantage over other organizations. Discussion Definition and Justification of Diversity There are numerous definitions of diversity. However, the most common definition acknowledged by many scholars is that diversity refers to the recognition, comprehension, appreciation and acceptance of disparities among people. These differences could be related to social or economic class, gender, ethnicity, religion, race and mental or physical ability, among other factors that distinguish individuals (Aswathappa, 2006, p. 16). Diversity concerns have become a crucial element of management, due to globalization of companies and continued restructuring of the global population. Many management scholars also uphold the notion that diversity is a highly valuable asset for companies, since they can use it to distinguish themselves from competitors. Further, diversity managem

Nutritional Value of Fast Food Essay Example | Topics and Well Written Essays - 750 words

Nutritional Value of Fast Food - Essay Example The sandwich itself comes with vegetables included such as tomatoes, pickles, onions, and lettuce leaves. Thus giving the sandwich more nutritional value for my money. It is a heavy meal because of the proteins that were combined and the Kaiser bun itself is light in texture although quite filling to the stomach. Topping off the meal with a Lemonade drink helps cut the calorie and fat count of the sandwich since acidity in food or drinks has been known to have a positive effect on the intake of carbohydrates and fats. I eat these types of meals at Wendy's about once a week. As a full-time student, I find that I do not have the time to whip up a meal from scratch. Wendy's burgers and drinks offer me a healthy meal alternative that helps me achieve the nutritional needs of my body. I grab the meal to go or for delivery and sit at my study desk as I continue to concentrate on my studies. This type of food gives me the much-needed energy boost that helps me get through my long study sess ions that often last well into the night. Chili's Entree: Grilled Chicken Salad 270 Calories 14 g. Total Fat 4 g. Sat. Fat 14 g. Carbohydrates 25 g. Protein 4 g. Fiber 610 mg. Sodium Drink: Frosty Chocolate Shake 690 Calories 33 g. Fat 21 g. Sat. Fat 92 g. Carbohydrates 8 g. Protein 0 Fiber 210 mg. Sodium Comment: I normally eat at Chili's about once or twice a month depending upon my financial needs for the next 2 weeks. I do not usually carbo load unless I have to, such as when I need to have marathon study sessions or when I need to finish a school paper within a matter of hours. I normally watch what I eat and make sure that the food will not harm my body in any way. Which is why I normally order the Grilled Chicken Salad at Chilies. It is a very filling meal that has a decent number of calories and a very controlled amount of fats in it. Since the chicken is grilled, the skin is removed and the part used is usually the breast which is known to be the healthiest part of the chic ken. It is served with a light vinaigrette on a bed of vegetables that are as fresh as they can come. I often top the meal with a Frosty Chocolate Shake because I have a weakness for milkshakes. The calcium that I get from the shake helps augment my limited calcium intake during the week. Knowing that the food at Chili's is always healthy, I really wish I could eat there more than once a month. But the prices are prohibitive and I need to watch my budget so I always make sure to drop in for a decent and healthy meal every time I have the extra cash on hand to do so. Comment on Student #1: Student # 1 readily shared his experience with eating the â€Å"junk food† of all burgers, that is McDonald's. A McDonald's meal easily satiates one's appetite due to the overwhelming amount of grease and preservatives that go into the preparation of their sandwiches and fries. That is why when it comes to eating fast food sandwiches, it is always best to look for the ones that come with a n utritional rating that supports the sandwich ingredients. His choice of Dr. Pepper is also alarming. Knowing that sodas are laden with sugar and nothing more than that, it was a wise decision for the student to shy away from McDonald's for the rest of the year.  

The Importance Of Market Segmentation

The Importance Of Market Segmentation Market segmentation is one of the most important concept in marketing and business (Bowen, 1998). It is believed that segmentation is the most powerful tool to develop strategies and to understand market (Richard and Sundaram, 1994). Segmentation that carried out properly will actually boost up sales and profits (Reid, 1983). However in contrary, the industry players which in this case restaurant seems to believe that by segmenting their market will actually narrow down their business, they tend to believe that price is the most effective tool to attract and win the market (Crawdford-Welch, 1994). Finally, looking to the reasons of the pro and contra, the researcher decided to segmenting the market further which are by psychographic or the lifestyle and behaviouristic or the purchase occasion. It is because the researcher believed that by segmenting the market may lead to understand the market deeper and therefore can come out with right strategies. To this end, the following section will reviews the literature on market segmentation which focus on Generation Y, psychographic and behaviouristic, next will also review about the factors influencing Generation Y in choosing restaurant and last but not least type of consumers by psychographic segmentation. 2.2 The importance of market segmentation Market segmentation does exist because it is believed that market is not similar (Beane and Ennis, 2007) and it is very important as this is a marketing strategy that contributes to business or industry players (Bowen, 1998).Segmentation can actually act as a key to enhance sales and profits while it can help to maximize the usage of facilities by the specific target market, besides that, it as well help to penetrate new market segment and to maintain repeater (Reid, 1983). Besides that, it is as well open up new chances to create new product and advertising strategy (Beane and Ennis, 2007). Kotler (1980) believed that in order for segmentation to be useful and effective, it must be measurable, accessible and substantiable. Kotler (1980, pp.308) mentioned that a segment should be the largest possible homogeneous group of buyers that it pays to go after with a specially designed marketing program. Segment is opportunity (Beane and Ennis, 2007). For instance, senior customers take qual ity of food as their first concern (Knutson and Patton, 1993). While for young customers, food quality is not the most important factor in choosing restaurant (Soriano, 2002). These show that different generation has different demand and need, therefore it is necessary for industry players to understand clearly the characteristics and the trends of each generation. However, industry players in this case restaurants seem to believe that by focusing on one market, it is not effective as it may reduce the sales volume. Most of the industries players emphasize on price while they believe it may attract and retain customers but at last it actually drive to less profit (Crawford-Welch, 1994). It is not a false to target more than a market segment, however, different segment has different characteristic, and hence it is unnecessary to have all discount or price reduction while it is not the most important thing for some market segment. On the other hand, a theory of restaurant revenue mana gement believed that it is important to maximize revenue by keeping the balance of demand and supply but without putting aside customer satisfaction (Kimes, 2004). 2.2.1 Four major markets segmentation Kotler divided market into four main areas which are geographic, demographic, psychographic and behaviouristic. Geographic segmentation is the simplest segmentation. It is to differentiate customers by region, climate and population density. Demographic segmentation in the other hand is the most common segmentation. This is perhaps because demographic segmentation provides the easiest information and allows it to be transferred from one study to another study (Beane and Ennis, 2007). The segmentation divided by age, sex, income, education level, type of family, nationality and race (Beane and Ennis, 2007). Psychographic segmentation or known as lifestyle segmentation is a complicated segmentation as it demands way of life and social class. According to Plummer (1974) psychographic segmentation gives better answer in describing segments compare to demographic segmentation. Last but not least is behaviouristic segmentation, it consists of purchase occasion, benefits sought, user status , degree of usage, degree of loyalty, readiness stage, and marketing factor sensitivity (Kotler, 1980). In this study, the researcher will go through demographic segmentation which is focusing on Generation Y and psychographic segmentation which will divide Generation Y according to their specific character and last behaviouristic which will look into the occasion they have for dine in restaurant. 2.2.1.1 Demographic segmentation Kivela (1997) studied about types of restaurants and he found that factors such as dining occasion, age and income are the main variables that contribute to decision in choosing fine dining, theme, family or fast food restaurant. Apart, it is believed that segmentation especially demographic segmentation plays significant role to help the industry players as Shank and Nahhas (1994) found that in family dining restaurant, older and younger consumers have different preferences. One is more loyal than other and they as well have different habits. Similary, a study conducted by Becker-Suttle, Weaver and Crawford-Welch (1994) found that in term of menu variety and food portion in a full-service restaurant, senior citizen has different expectation with the non-senior one. However, in contrary, Oh and Jeong(1996) believed that demographic variables are not enough to understand specific expectation. Similarly, Swinyard (1977) as well mentioned that demographic variables are the lowest betwee n segmentations. These reasons drive the researcher to believe that it is important to segment market by demographic segmentation but it has to be narrowed down. Therefore, the researcher will go to more specific segmentation which is not only Generation Y in general but specific them by the psychographic as well as behaviouristic segmentation. 2.2.1.2 Psychographic segmentation Psychographic segmentation is help in developing consumers profiles from psychology side based on lifestyles. (Hsu, Kang and Wolfe, 2002). It involves the evaluation of interest, activities and opinions. (Kotler, Bowen and Makens, 1998). Furthermore, psychographic segmentation is used in order to identify deeper consumers psychology and to understand consumers way of living. (Schewe and Calantone, 1978). For instance, Woodside and Pitts (1976) found that psychographic which include lifestyle variables are more useful and accurate than demographic. Same opinion mentioned by Abbey (1979) who found that lifestyle variables are more reliable and applicable rather than demographic. Moreover, Weaver et al. (1994) said that if psychographic research is carried out properly, it will have a great impact on promotional effort. Proper audience and media will be targeted by looking on their psychographic needs. Zins (1998) as well believed that psychographics segmentation is increasing because i t will explain in various ways than demographic segmentation. Based on the Swinyard and Struman (1986), there are three customer segments in restaurant industry which are family diners, romantics and entertainers. While Oh and Jeong (1996) stated that there are four different segments which are classic diners, convenience seekers, service seekers and indifferent diners. On the other hand, Bahn and Granzin (1985) found that there are health, gourmet, value and unconcerned segments that exist. The researchers stated that for those health concerned segments, absolutely they will not choose fast food restaurant as their main dining destination. Using cluster analysis, Yuksel and Yuksel (2002) divided market into five which are value seekers, service seekers, adventurous food-seekers, atmosphere seekers and healthy-food seekers. The researchers conducted the study because they believed that demographic variables like age, gender and income are not enough to understand market expecations (Oh and Jeong, 1996). Crawford-Welch (1991, pp.301) criticized segmenting by demographic and noted decriptive data, by their very nature, are of little analytical worth in that they are not capable of implying causality and are, in turn, poor predictors of behaviour. Demographic has low power of describing market (Swinyard, 1977). Looking for these reasons, the researcher of this study decided to not only look for Generation Y but also narrowing the market to psychographic segmentation and behavioristic segmentation like what Yuksel and Yuksel (2002) had done in their study. 2.2.1.3 Behaviouristic segmentation To be more effective, previous researchers used consumers buying behaviour as one of the segmentation variables (Oh and Jeong, 1996). Some believed that behaviour are better determinants in order to understand the market segments (Loker and Purdue, 1992). It has been mentioned that in order to predict behaviour, benefits has to be offered rather than looking only to the lifestyle, personality, age, gender or nationality. In restaurant cases, services act as attributes that can be called benefits (Bahn and Granzin, 1985). On the other hand, Boulding et al. (1993) mentioned about links between behaviour and service quality, customers help in word of mouth advertising. Customers do will to recommend one establisment if they get better service (Parasuraman, Zeithaml and Berry, 1994). However, service is not the only thing that sell by one establishment. Therefore, to understand better customers is a necessary. 2.3 Generation Y Generation Y is people who born between 1974 and 1994 (Neuborne and Kerwin, 1999 in Hanzaee and Aghasibeig, 2010) and they are children of Baby Boomers or Generation X (Herbig, Koehler and Day, 1993). Adults Generation Y are married, but younger one are still students. Industry players are now focusing on Generation Y as their biggest target market because this generation are large in size and they have potential spending power (Wolburg and Pokrywczynski, 2001) and therefore they are trying to meet up the expectation of this people. Moreover, the reason why it is important to know deeply the expectation of Generation Y is because Generation Y is not easily influence by marketing therefore it needs more effort to target this generation (Bush, Martin and Bush, 2004). It is obvious that age is a factor that makes different generation act differently however it is not the only factor. Teenagers nowadays are different compare to previous teenagers. Commonly, they have less financial commitments. They spend 70% of their income for food, travel and entertainment. They love to go for party, movie and listen to radio (Mark McCrindle, xxxx). He as well believed that people act different according to the age. However, he believed that it is the only reason as he mentioned that experiences play in the part. For instance, Generation X era was where AIDS, single parents, personal computer and multiculturalism took part, while Generation Y have internet, globalisation and environmentalism issues. {{Read : BB understanding gen Y}} Generation Y is optimistic, energetic, technology driven, pragmatic, resilient, with high social awareness and open to and eager for new experiences (Coyeman, 1998, p.40). However, this group will be de-motivated if they are insulted especially regarding their intelligence, over-promised and over exposed (Coyeman, 1998). On the other hand, based on generational theory, different generations bring different values, beliefs, interests and expectations (Benckerdorff et al, 2010) and thus different strategy has to be used. Fields et al (2008) believed that Generation Y is more focused on brands, fun, friends and digital. Generation Y was born and raised during brands period, therefore they are used to it and have different respond compare to other generations (Merrill, 1999). They are relaxed, confident, educated but impatient and self-focused. They are multitasked that greatly influence by friends and mates. Mark McCrindle (xxxx) also mentioned that Baby Boomers rely on data and facts i n making decision while Generation Y rely more on peers. Generation Y live in community and therefore they rather make decision in group than individual. {{Read : BB understanding gen Y}} Previous studies also mentioned that Generation Y are much more needy compare to other generations (Randall.S.H, 2010) and it is because Generation Y has been socialized into consuming earlier (TRU, 1999 in Bakewell and Mitchell, 2003). Furthermore, The purchasing power of adolescents in the market cannot be underestimated. Being customers of their own, adolescents have experienced how to react when services provided were not satisfactory. (Hsu and Chiu, 2008, p.244). These prove that Generation Y are unique and they have different demand and expectation with previous generation, thus to study deeper of what needed by Generation Y is important to help in improving business. 2.4 Generation Y and dining Generation Y spend more because of unusual purchasing power (Phelps, 1999) and they have more disposable income compare to previous generation (Tomkins, 1999 in Bakewell and Mitchell, 2003). They spend their income for entertainment, travel and food (McCrindle, 2002 in Hanzaee and Aghasibeig, 2010). This supported by a survey that conducted by the National Restaurant Association found that most of Generation Ys income is spent for outside food and restaurants (Brook, 2005). Another study by Auty (1992) also found that students who are in the group of Generation Y eat out for social occasions, do not really concern about others recommendation and money. These facts build curiosity of the researcher and therefore the researcher decided to conduct the study in order to find out the factors that considered by Generation Y while choosing restaurant for birthday celebration, hence, industry players especially restaurants may know what exactly to do and what promotional tools to develop. In fact, technology changes play important role in causing Generation Y become more materialistic compare to previous generation. (Bakewell and Mitchell, 2003), this may means Generation Y want technology while they are eating. Hence, it is believed that marketers are being challenged by this young generation because they keep seeking and exploring a new dining places and experience (Wishna, 2000). 2.5. Factors influencing restaurant selection criteria Consumers choose a restaurant based on several factors and knowing what factors that may drive the success of the company is very important in order to plan future strategy of the company (Geller, 1985). 2.5.1 Menu variety and choices Food variety involves various different items in menu. Industry players keep developing menu in order to attract consumers because it had been found that menu variety is one of a crucial factors in creating good dining experience (Kivela et al, 1999). Some concern about healthy menu option and it actually gives great impact in customer perception of dining experience (Johns and Tyas, 1996). Supported by Kivela et al (1999) who mentioned that healthy food is one of the important factors in dining satisfaction. On the other hand, Auty (1992) mentioned that food type and food quality are the most important factors that determine the restaurant choice but when it comes to dining out for celebration or social night, atmosphere is the most important factors. Supported by Lewis (1981) who found that food quality, menu variety, price, atmosphere and convenience are the most important factors. To discuss deeply about menu, West and Olsen (1990) said that menu innovation is very important in o rder to stay competitive and the researchers also said that to maintain reputation and efficiency of operation are the important factors. HA1 : Menu variety and choices have positive relation with restaurant selection criteria 2.5.2 Value for money Marketing tools such as sales promotion including discounts and special offers act as tools that motivate consumers (Mill, 2007). This researcher as well believed that when consumers perceived the value got less than the price given, they will not be satisfied. Some of them that price to assume the quality of the restaurant (Muller and Woods, 1994). File : from mei Different literature has different opinion, according to GeorgeCurasi, Bellenger and Danny (2003) discount are major factors that influence restaurant selection. Apart, another study by Mohsin, Mclnthos and Cave (2005) mentioned that general customers choose a restaurant in New Zealand due to value for money, offer variety and quality of food, own skilled and mannered staff and has well timed service. This study was conducted for general customers not Generation Y and this show a contrast with other studies that mentioned money is not the most important factor. HA2 : Value for money has a positive relation with restaurant selection criteria 2.5.3 Ambience Physical environment such as ambience, decoration and atmosphere have a great influence on the dining experience (Sloan, 2004) and behavioural intentions (Ryu and Jang, 2007). Ambience or known as atmosphere is an element that plays an important role to customers. It involves design, space and layout, textures and patterns and building style (Collins, 2010). Mehrabian Russell (1974) believed that environment affect feelings that can cause one to stay longer even remain. Lighting and music influence customers senses (Baker Cameron, 1996). Music is frequently used nowadays whether it is in restaurant or shopping center, Smith Curnow (1966) found that shop with loud music indirectly chase customers. This study also has been study deeper by Milliman (1986), the researcher found that they are music volume and tempo that affect time and money spent by consumers. Furthermore, Zopiatis and Pribic (2007) who did their study among students in Cyprus as well mentioned that atmosphere as one of most influencing concern. Supported by Jang Namkung (2009) who found three main factors and one of them is atmosphere of the dining place itself. Obviousily, the design of the dining place itself is very important to generate sales of restaurant. To support this, there was a study which found that design in a store has a significant effect on customer it influence the decision of customer to approach, explore even purchase (Mehrabian and Russell, 1974). Even if the customers perceive the environment as a pleasure, customer will spend more time and money for it (Donovan et al, 1994). Hence, it is obvious that design of ambience plays a very significant role in affecting customers choices. HA3 : Ambience has a positive relation with restaurant selection criteria 2.5.4 Peers Decision makers tend to decide something with regard to consequences of their choices in future, however the future is uncertainty, hence it can be concluded that the decision is a process (March, 1997 in Maitlis and Ozcelik, 2004). Furthermore, during the decision process, one decision is closely related to others decision (Dewey and Bentley, 1949 in Langley, A et al., 1995). To relate to this study, in celebrating birthday, friends and parents may as well play role in deciding the venue, thus, ones decision is made by interference of others. This supported by the finding of GeorgeCurasi, Bellenger and Danny (2003) who found that recommendation from peers are one of the factors that lead customers in choosing restaurant. Although in contrary, Auty (1992) found that young generation does not really concern about others recommendation, but it is still a possibility that one individuals decision is built from others interference. Furthermore, a recommendation from a friend influences significantly in decision to choose a restaurant (Sweeney et al., 1992). Mill (2007) believed that because recommendation from friends is not profitable and it different from advertising thus consumers will believe more and make decision in choosing the restaurant. According to Devine et al., (2003), social influences bring great impact to food choice, because they believed it shows attitude and habits. Apart, consumers heard the dining experience from friends and it help them to judge one restaurant better (Zeithaml and Bitner, 2003). Bailey and Tian (2002) did their study at Indian restaurant and they found that recommendations from friends greatly influence the decision. HA4 : Peers has a positive relation with restaurant selection criteria 2.5.5 Service quality Tucci and Talaga (2000) mentioned that service quality affect the customers most in choosing restaurant. Service quality includes staff and physical environment. Human resources are the main key to success. (Enz, 2004). Therefore to have good staff is to start with success. As what had been mentioned by Jang and Namkung (2009) one of the main factors is service quality, which in restaurant case means staff and their services. A staff attitude may harass ones sattisfaction (Oliver, 1981). However, in contary, Clark and Wood (1999) mentioned that tangible factors like food influence more than intangible factors such as friendliness of staff. But that study against by study of GeorgeCurasi, Bellenger and Danny (2003) who found that customers want personalized service which indirectly means they want good staff. In Cyprus, a study has been conducted by Zopiatis and Pribic (2007), the researchers also mentioned that staffs attitude and professionalism are the main factors that influence t he student criteria in choosing dining place. During the time period of the study conducted, students are the Generation Y, therefore those factors are being consider. Moreover, length of waiting time on restaurant service is one factor that concern by customers too (Richarme Colias, 2007) because service time is a very sensitive issue for customers (Christopher, 1999). This supported by Jang Namkung (2009) who found service quality as attribute that influence customers in choosing restaurants. And more, GeorgeCurasi, Bellenger and Danny (2003) did mention about fast check-out as one of the factors that influencing the most. HA5: Service has a postive relation with restaurant selection criteria 2.5.6 Food quality Food is the fundemental of restaurant. There should be no doubt that food is one of the major factor that give impact on restaurant. Food should be fresh and tasty in order to maintain the quality and this is one of the factor that plays role in succeed of a restaurant. (Namkung and Jang, 2007). Even some studies had already focused on the food presentation, variety, healthy, taste, freshness and temperature. Kivela et al., (1999) focused on taste and they took it as the attribute in dining experience. It is believed that taste of food is very essential to customers (Cortese, 2003) and it gives impact to future behaviour (Kivela et al., 1999). Fu and Parks (2001) examined quality of food as one of the factors in choosing restaurant. MacLaurin and MacLaurin (2000) did the study on theme restaurants at Singapore and found food quality as one of the most important elements. Same goes to Clark and Wood (1998), they as well found food quality as the most influential factor in restaurant c hoices. Last but not least, Jang and Namkung (2009) found that product quality is important as one attribute that determine the choices of the restaurants consumers. Even Soriano (2002) believed that this is one of the factors that can attract customers to return to the restaurant. However, apart from all those studies, Cullen (2004) added that the attributes will change depends on demographic variables, experience, mood and dining occasion. File : food quality HA6 : Food quality has a positive relation with restaurant selection criteria 2.6 Different expectation for different types of restaurant Many previous researchers did not concern about type of restaurant in conducting their study while it is believed that type of restaurant has significant influence on customers perception and expectation (Kim and Moon, 2009). According to Lewis (1981), there are three types of restaurant, family, atmosphere and gourmet restaurants. Different expectation will be bring by customers depends on the restaurant. For example, cleanliness as major factor has been mentioned by Knutson (2000) who did the study in fast food restaurant among Generation Y, followed by staff friendliness, price, service speed and consistency. The researcher as well found that atmosphere, promotional items, discount coupons and drive-through availability are the minor factors that affect the decision in choosing fast food restaurant. While in the study of Kivela (1997) mentioned that for fine dining restaurants, customers wish for good food quality and friendliness of staff, but in casual dining restaurants, they preferred speed of service to be improved and value-for-money food. Noone et al (2007) have done their study and found that customers show unsatisfied when they are rushed in a fine dining restaurant rather than in casual dining restaurant. Other findings as well mentioned by Sulek Hensley (2004), according to them, food quality is a must to full-service restaurants, while the most important factor for fast-food restaurants is waiting time (David Vollmann, 1990). Kim, Lee and Yoo (2006) believed that staff performance plays very essential role in a luxury restaurant. In fact, by considering those factors, therefore this study is conducted in order to find out what factors actually play roles for Generation Y in choosing restaurant for their birthday celebration, as it has been mentioned that different expectation will be bring by customers depends on their needs and perception. But in this study, the researcher decides not to differentiate the respondents by different type of restaurant because there has no previous study conducted yet hence the researcher would like to find out in general which may lead to further details result that can be use for further study. 2.7 Dining Occasion Dining behaviour is depends on dining occasion. For instance, restaurant behaviours are lead from the occasion (Kivela, Inbakaran and Reece, 1999). According to Sweeney et al. (1992), there are two dining occasion exist which are dinner with a group of friends and dinner with a friend. While according to June and Smith (1987) four occasion do exist: a birthday celebration, a business lunch, an intimate dinner and a family dinner. Different occasion bring different level of factors. In this study, an occasion which is birthday celebration is the main concern. By the finding of the previous studies regarding level of importance brings to different occasion, thus it is obvious that different factors and value bring by consumers while they choose their restaurant for birthday celebration. 2.8 Type of restaurants consumers In previous study of Yuksel and Yuksel (2002), they divided market using psychographic segmentation. The researchers used cluster analysis in order to analyze their data and they found that there are five different category of consumers. 2.8.1 Value seekers The researchers suggest that this group put high priority food quality and hygiene while choosing a restaurant. Moreover, they usually do not take location, atmosphere and service quality as their main consideration. HB1 : Value seekers are one type of restaurant consumers 2.8.2 Service seekers In this group, there are people who looking for quality of service while dining, they does not consider food quality as their preference but the price of the food is very important for them. HB2 : Service seekers are one type of restaurant consumers 2.8.3 Adventurous-Food seekers They find that availability of various and interesting food is the most important factor for this group of people. They do not concern about the prices and atmosphere. HB3 : Adventurous-Food seekers are one type of restaurant consumers 2.8.4 Atmosphere Seekers In contrast to other groups, this group want everything while dining, not only the atmosphere but they as well concern about prices, availability of interesting food and the location of the restaurant itself. HB4 : Atmosphere seekers are one type of restaurant consumers 2.8.5 Healthy-Food seekers The researchers as well found that there are certain group of people who concern about the healthy and nutrious food while they dine in a restaurant. They take food quality and hygiene as the most important factors. It will be a plus point for them if they have smoking and non-smoking area in seperation. While they have these high expectations, they do not mind to spend more money as well. 2.9 Hypotheses and Conceptual Frameworks Based on the literature review, six hypotheses appeared as factors that influence Generation Y in choosing restaurant and four other hypotheses appeared as type of restaurant consumers. Show the conceptual framework here (ramework, factors and type of consumers) The conceptual framework provided has positive relation between the factors and Generation Y in choosing restaurant. However, during birthday celebration, different factors may be arised. Moreover, consumers are not homogeneous, different type of people are expecting different. Therefore, the conceptual gaps appeared. In depth, six hypotheses that appear as factors that influence Generation Y in choosing restaurant are: HA1 : Menu variety and choices have positive relation with restaurant selection criteria HA2 : Value for money has a positive relation with restaurant selection criteria HA3 : Ambience has a positive relation with restaurant selection criteria HA4 : Peers has a positive relation with restaurant selection criteria HA5 : Service has a postive relation with restaurant selection criteria HA6 : Food quality has a positive relation with restaurant selection criteria These six hypotheses have direct relation to Generation Y while choosing restaurant for dining but there has been no finding for birthday celebration before, hence this study helped in answering the gap. Yuksel and Yuksel (2002) by cluster analysis classified restaurant consumers into five groups, however, in this study the researcher decided to take out a group which is Healthy food seekers as the study is for occasion dining. Therefore, the researcher to not include healthy food seekers as part of the study. The other four are: HB1 : Value seekers are one type of restaurant consumers HB2 : Service seekers are one type of restaurant consumer HB3 : Adventurous-Food seekers are one type of restaurant consumers HB4 : Atmosphere seekers are one type of restaurant consumers This study designed in order to find out the relation of each type of consumers to the factors. For instance, value seekers may do not concern about atmosphere while service seekers may do not bother about food quality. While for the behaviouristic segmentation, it came from Question 8 and 9. The researcher will further analyze the answers obtained.

Challenger :: essays research papers

January 28, 1986, the Space Shuttle Challenger the 25th space shuttle mission, was set to be launched from Kennedy Space Center in Florida at, 11:38am. Originally the launch was scheduled for January 22, at 3:43pm but had been set back several times due to bad weather. Hopes ran high the anticipation for the lift off was tremendous. This was to be one of the greatest missions ever. It would be a first for many things. The most publicized was that it would be the first time a schoolteacher was allowed to travel in space. The crew was picked and they were anxiously awaiting the countdown. On board the space shuttle that fateful day was.. Crew of the Challenger Michael J. Smith (Pilot) Francis R. Scobee (Commander) Judith A. Resnik (Mission Specialist 1) Ellison S. Onizuka (Mission Specialist 2) Ronald E. McNair (Mission Specialist 3) Gregory B. Jarvis (Payload Specialist 1) Sharon Christa McAuliffe (Payload Specialist 2) 3,2,1..Lift off..The 10th flight of the Space Shuttle Challenger and the twenty-fifth space shuttle mission, the Challenger had been launched from Pad 39B at 11:38am EST. Hopes ran high as many were lined outside to watch the Challenger being launched, the lift-off was being watched live on television for those who couldn't make it to the Kennedy Space Center. As the Challenger climbed higher and higher something that wasn't expected occurred. Seventy-three seconds after lift-off the Space Shuttle Challenger exploded, killing all 7 crewmembers. The United States was devastated. Many people thought this would be one of the greatest missions ever. So what really happened? Many factors contributed to the explosion of the space shuttle. The temperature was 36Â °F at the launching site. After the Solid Rocket Boosters a.k.a. SRB was ignited a thundering noise was heard. Pictures and video showed black smoke coming from the bottom field joint of the right Solid Rocket Booster. That suggested that an O ring was being burned. At 58.8 seconds after lift-off a small flame could be seen on the SRB with enhanced film a few seconds later it could be seen without enhanced film. More time passed by the flame grew bigger and the SRB was beginning to rotate freely and in less than 2 seconds the Space Shuttle Challenger exploded. The Challenger was at a height of 46,000 feet when it exploded.