Adult Children of Alcoholics Essay - 1597 Words

nbsp;nbsp;nbsp;nbsp;nbsp;In the United States, twenty million children are experiencing physical, verbal and emotional abuse from parents who are addicted to alcohol. Growing up in an alcoholic house can leave emotional scars that may last a lifetime. This is tragic because we consider that childhood is the foundation on which our entire lives are fabricated. When a child’s efforts to bond with an addicted parent are handicapped, the result is confusion and intense anxiety. In order to survive in a home deficient, of healthy parental love, limits, and consistency, they must develop â€Å"survival skills† or defense mechanisms very early in life. nbsp;nbsp;nbsp;nbsp;nbsp;The crippling effects of alcoholism and drug dependency are not†¦show more content†¦He wins the peace, but only at the cost of the emotional vulnerability he must develop in order to form mutually nurturing relationships. Instead, he builds a wall of mortar and brick which protects him from all forms of human touching, no matter how harsh or soft. There are many approaches Children of Alcoholics may take to handle their stress. Some, sensing their family’s need for relief, provide humor, distraction, anything to attract attention. Ironically, the more attention this child receives the less of him or her anyone sees. Their clown mask sits permanently in place, until even they feel oblivious to their own pain. The raging child, the family sacrifice, absorbs the family’s suffering. Unheard, they lash out, hoping someone will hear their screams of desperation and help. Instead, authorities muffle their cries as they cart them away: to the principal’s office, to detention, and generally someplace out of ear shot. Powerless, they sink into despair or drugs, sometimes finding solace in the streets. Romantic relationships may promise a sense of renewal to the lonely and depressed Adult Child. They bask in the rush of excitement that springs from mutual attraction and discovery. But when they need to work out problems and issues, they feel frightened and lost flooded with childhood memories of hatred and destruction. Without the tools to work out disagreements, they sit alone with the agony ofShow MoreRelatedAdult Children of Alcoholics1623 Words   |  7 PagesIn the United States, twenty million children are experiencing physical, verbal and emotional abuse from parents who are a ddicted to alcohol. Growing up in an alcoholic house can leave emotional scars that may last a lifetime. This is tragic because we consider that childhood is the foundation on which our entire lives are fabricated. When a childs efforts to bond with an addicted parent are handicapped, the result is confusion and intense anxiety. In order to survive in a home deficient, ofRead MoreThe Dangers Of Adult Children Of Alcoholics1772 Words   |  8 Pagesbelief that adult children of alcoholics tend to abuse alcohol as the result of bio-genetic composition, and to show instead the evidence that the unpredictable home environment in which alcoholics grow up may be responsible. I will also review the risk for alcohol abuse among and how growing up in a chaotic family environment affect adult children of alcoholics. Families with either one or two parents alcoholic they home life is in consist turmoil. They often have rules the children must followRead MoreAlcoholism and Parenting: Sa muel Adams961 Words   |  4 Pages The subject of parents consuming alcohol and how it affects their children is one that has plagued this world since long before the introduction of the first Samuel Adams. Alcohol damages brain cells and can prevent someone from making correct decisions. Having alcohol in one’s system can lead to violent and very dangerous rampages, and adding children to this mix is extremely harmful to them not only physically but also emotionally. Dr. Michael Windle explains that â€Å"alcohol abuse can interfereRead MoreWhat Is the Appeal of Alcohol?1662 Words   |  7 PagesOthers may drink to escape stress caused by a tough day in the office or being laid off from the company. Alcoholic parents do not mature decisions and should not be parents. Alcohol makes dealing with children tough, thoughts are slowed and the tendency to overreact to normal actions increases. By partaking in alcohol consumption, risks develop that ordinarily would not be there. Alcoholic beverages are not diff icult to come by; they can be found at nearly every store. This was made possible byRead More Family Therapy Involving an Alcoholic Parent Essay1646 Words   |  7 Pages One in five adults can identify with growing up with an alcoholic relative and Twenty-eight million Americans have one parent abusing or dependent on alcoholic (Walker, Lee, 1998). There are devastating and ubiquitous effects of alcoholism, which vary from psychological, social, or biological problems for families. Counselor’s treating this problem all agree that the relationships within a family, especially between a parent and a child is one of the most influential within a system, but whatRead MoreShould Children Of Alcoholic Parents Be Placed? Foster Care? Essay950 Words   |  4 PagesShould children of alcoholic parents be placed in foster care? Alcoholism is a disease caused by an excessive consumption of alcoholic substances. Alcoholism causes many psychological and behavioral problems which include disruption of social and work life, hand tremors, blackouts, obsessive desire to drink, inclination towards violence, among other problems. Alcoholism might cause violent reaction towards other people, usually the people who suffer of these violent reactions are the ones that areRead MoreThe Dangers Of Alcoholism And Alcoholism1165 Words   |  5 Pagesovercoming this dreadful condition. According to the National Institute on Alcohol Abuse and Alcoholism, results from several different studies they have conducted show that children from alcoholic families report higher levels of depression and anxiety. These same children also show more symptoms of stress than children from non-alcoholic families (Alcoholism). What these studies indicate is that if a child grows up in an atmosphere of constant alcohol consumption, the child has a higher likelihood of developingRead MoreAlcohol Dependence Syndrome Threatens And Affects The Individual, Family Life And Society769 Words   |  4 Pagesdisability worldwide. According to the National Institute on Alcohol Abuse and Alcoholism (2015), despite all the focus on illegal drugs of abuse such as cocaine, alcohol remains the number one drug problem in the United States. Nearly 17 million adults in the U.S. are dependent on alcohol or have other alcohol-related problems, and about 88,000 people die from preventable alcohol-related causes. For many, alcoholism can be held in remission indefinitely if certain steps are taken, but may be a longRead MoreAlcoholic Parents Affect the Life and Development of a Child1089 Words   |  4 PagesThe definition of â€Å"family,† is subjective; that is, a person gets to define it for his or herself. Therefore, there is a wide explanation of what a family is. The most common definition states that a family consists of a married couple who have children that they care for and love. Families will have their problems, but some are more extensive than others. It is said that a child is a product of his or her environment. When a family has an extensive problem that disrupts the unity of a familyRead MoreAlcoholism And Its Effects On Society1099 Words   |  5 Pageseffecting at least 5 million people. In 21 century alcohol abuse has become one of the most life-threatening issues. Individuals go to bars or pubs to get their alcohols to escape from their stressful life. However, alcohol does not only attract the adults, but also teenagers these days. Many people enjoy drinking sometimes, but when it becomes a habit and they drink every day, people become dependent on alcohol. Alcoholism is a chronic disease that includes problems controlling your drinking. Alcoholism

Algebra 1 Math Curriculum Paper Written by Middle School...

I am a mathematics teacher, with a middle school education degree (grades 5-9) with an emphasis in mathematics and social studies, teaching at an area high school. I have decided to focus on Algebra I for this curriculum paper, because it requires more abstract thought and problem solving. I will address the following areas: curriculum standards (national, state, local (district)), textbook adoption, community, and design of my classroom. This paper will relate the standards at these three levels, discuss procedures for adopting textbooks, focus on the community background and describe my classroom procedures. The first area that I would like to address is curriculum standards. According to the National Council of Teachers of†¦show more content†¦The Program of Studies lists five critical areas that must be met in the Algebra I class. The first of the five is linear equations, inequalities, and functions and this area relates to 2.7, 2.8, 2.9 2.10, 2.11, and 2.12 of th e Academic Expectations. Nonlinear functions: quadratics, exponential and absolute value are related to 2.7, 2.8, 2.9, 2.11, and 2.12. The third area, proportional reasoning connects to 2.7, 2.8, 2.9, 2.11, 2.12, while the fourth area sequences relates to 2.7, 2.8, 2.9, 2.11, and 2.12. The last of the areas is probability and it relates to 2.7, 2.8, 2.11, 2.12 and 2.13. Now that we know which Kentucky Academic Expectation numbers relate to the Program of Studies critical areas, we need to know what each number covers. The Kentucky’s Academic Expectations 1.5 to 1.9, Mathematical Communication and Reasoning; 1.16, Technology; 2.7, Number Concepts; 2.8 Mathematical Procedures; 2.9, Space and Dimensionally; 2.10, Measurement; 2.11, Change; 2.12, Mathematical Structure; 2.13, Probability and Statistics; Goal 5, Think and Solve Problems; and Goal 6, Connect and Integrate Knowledge. Every high school course should incorporate problem solving, mathematical communication, and co nnections and mathematical reasoning. The Core Content for mathematics assessment specifics what content will be assessed from the Kentucky Academic Expectations and Program of Studies. The four areas are the sameShow MoreRelatedThe Effect Of Inquiry Based Learning On Pupils Understanding2214 Words   |  9 Pages THE EFFECT OF INQUIRY – BASED LEARNING ON PUPILS’ UNDERSTANDING STUDENT NUMBER: 9607807 THE EFFECT OF INQUIRY – BASED LEARNING ON PUPILS’ UNDERSTANDING Two of the three aims of the national curriculum for mathematics in England states that pupils should be able to: †¢ reason mathematically by following a line of enquiry, conjecturing relationships and generalisations, and developing an argument, justification or proof using mathematical language †¢ solve problems by applying theirRead MoreHow Does Technology Affect Students Academic Performance? Essay1970 Words   |  8 Pageswe find different ways of learning and teaching. Technology in education plays an important role in enhancing the educational skills and knowledge of the students. This makes an endless circle like student-technology-learning. Technology can aid teachers to fulfill the requirements of a different student population, better organize the students for lifetime learning, and help to prepare the students for the classrooms and places of work of the future (Eldakak, 2012). There are a lot of considerationsRead MoreThe Impact of Using Technology on Students’ Achievement, Attitude, and Anxiety in Mathematics8727 Words   |  35 Pagesstudy designed to determine the effects of using technology, specifically graphing calculators, on students’ achievement in College Algebra, attitude, and anxiety in mathematics. The respondents of the study belonged to two intact classes consisting of 66 freshman students from the College of Science, De La Salle University, Manila, who were enrolled in College Algebra during the first term, schoolyear 2002-2003. 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KARLA RACHELLE ULIBAS BSED - II Prepared For: JUBERT GANAPAO INSTRUCTOR TABLE OF CONTENTS Title Page i Table of Contents ii-v Theoretical Considerations, Literature and Research Studies on the Use of Learning Aids 1-16 Activity Sheets 17 On Numbers Complete the Skip Counting Series 18-19 On Measurement Metric Length 20 Metric Weight 21 Metric Capacity 22 Compare Metric Measurements 23 Metric System Measurement ConversionsRead MoreAn Analysis of the Australian Curriculum2850 Words   |  11 Pages Analysis of Australian Curriculum Introduction The Australian Curriculum basically makes sure that it is setting out the essential knowledge, understanding, skills and universal competences that are very essential for all Australian students. The Australian Curriculum makes sure that it defines the learning power of students as groundwork for their future learning, development and vigorous contribution in the Australian society. 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Du Bois Artistic Blueprint free essay sample

This paper looks at Hughes and Cullens artistic blueprint set forth by W. We will write a custom essay sample on Du Bois Artistic Blueprint or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page E.B. Du Bois in their protest poems This paper shows how Hughes and Cullen follow Du Bois prescription in their creations of black art. The author focuses on Hughes poem Ballad of the Landlord and Cullens poem `From the Dark Tower,` and derives his definition of Du Bois artistic prescription from his essay Criteria of Negro Art. From the paper: Amidst the prevailing racial injustice during the Harlem Renaissance, W.E.B. Du Bois charges black artists to use their art to send a message to society: a message of unity to the blacks, and a message rejecting their so-called inferiority to the whites. Black art, Du Bois insisted, should be used as a weapon against racism, demonstrating blacks? worthiness of American status and their ability to conceive Beauty in their art. Countee Cullen and Langston Hughes, whether intentionally or not, followed the artistic specifications set forth by W.E.B. Du Bois in their respective creations From the Dark Tower and Ballad of the Landlord.

Betray in Oryx and Crake free essay sample

Betrayal â€Å"Oryx and Crake† by Margret Atwood and â€Å"The Quiet American† by Phillip Noyce are both created at different eras but both demonstrate a very similar thematic connection. Betrayal is show through out the Novel â€Å"Oryx and Crake† and the film â€Å"The Quiet American†. In the film diolacton is used for illegal making and in the text the blysspluss pill is sold. In the film people believe that the diolacton is used to help people by making the frames of glasses but really it is used for the illegal making of bomb that killed many people. In the text people believe that the blysspluss pill was used to help people but that was used to wipe out humanity. We will write a custom essay sample on Betray in Oryx and Crake or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The significance of this is because in the film Pyle makes it look like he is using the diolacton for the frames of glasses but he betrays his own and kills them. In the text Crake betrayed humanity by making the pill to wipe out humanity. The betrayal to humanity quickly escalated to Jimmy betraying his own friend Crake and Fowler betraying Pyle. Fowler suspected that Pyle was using the diolacton for the bombs when Fowler watched the car bomb go off in downtown city while having lunch. His suspicions were correct. Jimmy also suspected that Crake used the blysspluss pill to wipe out humanity. Jimmy too was correct. The significance of these parallels is that even though Crake and Pyle did two totally different illegal things. When their close Veleski 2 friends understood what was happening they betrayed them by taking their lives. Even though the text and film where written or filmed in two totally different time periods they had different characters but the same setting, plot, symbolism, and thematic connection through out.

Stereotypes of American Citizens

The American citizens have diverse stereotypes that emanate from their inherent attributes such as gender, race, ethnicity, culture, occupation, and/or ancestral origin. McAndrew and Akande lament that in the United States, African Americans are the most stereotyped due to racial discrimination and the dark history of slavery (650).Advertising We will write a custom essay sample on Stereotypes of American Citizens specifically for you for only $16.05 $11/page Learn More The whites see African Americans as poor, lazy, superstitious, primitive, and criminal race. Western stereotypes depict Native Americans as fierce warriors, violent, criminals, drunkards, primitive and hunters, while European Americans stereotypes are intellectual, rich, racists, powerful, hardworking and innovative in their occupations. Primitivism, criminals, illegal immigrants, smugglers, terrorists and actors are the major stereotypes associated with the Latino Americans. The westerne rs also portray Asian Americas as culture oriented, intruders, intelligent, innovative, sexually active, and hardworking. The westerners also view Middle East Americans as Muslims, moneyed, terrorists, bombers, thieves, and murders. Gender stereotypes in the United States reflect men as tall, huge, quiet and powerful while women are tall, slim, talkative and less powerful. Given the diversity of stereotypes that the Americans hold about each racial group, how do they affect effective communication? Stereotypes of various racial groups in the United States occur in the literature, media and comedies. The media constantly portray certain attributes and characters associated with given racial groups, thus changing the perceptions of Americans resulting into stereotypes. In schools, literature and socialization generate more stereotypes of various races. From the stereotyped attributes, I realized that the most prominent stereotypes about certain race are the negative ones implying that stereotyping is degradation of real attributes concerning specific groups. I discovered that stereotypes do not reflect the true and accurate attributes of a particular race or ethnic group because they are forms of criticism, which always tend to portray real attributes of the people in the most negative way possible.Advertising Looking for essay on ethics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In the society, people form stereotypes to criticize, abuse, or even defame others in social and political arenas. Stereotypes are common during times of social unrest, political campaigns, games and another social gathering. Since stereotypes involve defamation, abuse and criticism, they are unfair because they negatively portray true attributes of the people. Stereotypes such as primitiveness and naivety interfere with successful communication because the person communicating sees the other as someone who does not understand the topic or the context of discussion and this degrading perspective contravenes existence of any meaningful engagement. Eventually, the communicating partners would not communicate effectively due to the stereotypes. Moreover, since stereotypes due to racial differences tend to classify people into stereotyped groups, the most negatively stereotyped group would feel degraded and develop fears, which would significantly interfere with effective intergroup communication. Stereotypes such as criminality, violence, and terrorism associated with particular races scare other racial group and prevent friendly interaction, which interferes with effective interracial communication. Understanding one’s stereotypes and those associated with other racial or ethnic groups would enhance effective communication. For effective communication to occur, one should be able to indentify offending stereotyped language and character in order to avoid annoying others who perceive such stereotypes as offensive. Nurturing of positive stereotypes about certain racial or ethnic group enhances socialization and thus effective communication. For example, identifying with cultural lifestyles of particular racial or ethnic groups promotes intercultural interaction, which ultimately improves effective communication. Stereotyping affects relationship among friends; for instance, one day, my friends teased me that I looked like a Negro and went further to discusses how Negroes are presumably primitive, naà ¯ve and poor. This experience heralded the death of our relationship, even though the perpetrators of the same were my very close friends. We almost fought and for the first time, I hated my friends for upholding misconstrued opinions.Advertising We will write a custom essay sample on Stereotypes of American Citizens specifically for you for only $16.05 $11/page Learn More Works Cited McAndrew, Frank, and Akande, Antoun. â€Å"African of Americans of African and Eu ropean  Descent.† Journal of Social Psychology 135.5 (1995): 649–655. This essay on Stereotypes of American Citizens was written and submitted by user J0casta to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Julius Ceaser essays

Julius Ceaser essays Gaius Julius Caesar was born on the 13th day of the month Quintilis, July in modern calendars, in the year 100 BC. His name was the same as his father's, with Gaius being his given name, and Julius being his surname. Caesar was the name for one branch of the Julian family, and originally meant "hairy." His family was not extremely wealthy, however they lived in relative comfort. Regardless of his background, he was well connected and did some important work for the government in his youth. When he was only 20 years old he was honored for bravery at the siege of Mytilene. A short time after that he left to study in Rhodes, but was captured and incarcerated by pirates on his way there. His family paid a ransom for his release. Caesar returned with a small private army to execute the pirates who had apprehended him. He never finished his studies due to the war with Mithradates VI of Pontis in 74 BC Caesar was a man of great strength and strong beliefs. At one point in time, Sulla told Caesar that he had to divorce his wife as a symbolic act of his loyalty to the new regime. Caesar told him no, and Sulla was so impressed by this act that he pardoned Caesar instead of exiling him. Cesar's strength gained him some small political offices in his early years. It was in 59 BC that he became a Roman Consul, and made the alliance with Pompey and Crassus that is known as the "First Triumvirate." This alliance was extremely important in the history of Rome and its empire. Caesar's rise to power came in three main areas, politics, religion, and the military. He gained the power in politics and religion from a very early age. He became active in both, and eventually became the central figure in religion and politics. His rise to power in the military came shortly after the death of Crassus. This left only Pompey and Caesar fighting for whom was in charge of the Triumvirate. Caesar marched his army down to southern It...

Issues In Media Ethics Annotated Bibliography Example | Topics and Well Written Essays - 250 words

Issues In Media Ethics - Annotated Bibliography Example Crook shows that the direct impact of media on the public’s perceptions led to the formulation of principles, which govern the relationship between media content and the public. Now, we can objectively comprehend the significance of media ethics in national and global communication. Jacobs argues that media ethics describes the social and economical behavioral standards meant to depict the morally acceptable media practices within any given social setting. He maintains that media channels, which include the internet, television or motion pictures, are expected to adhere to the ethical guidelines in the pursuit of their economic objectives. Media ethics is concerned with the morality levels of the media content within a society. He points out that the consumers with admiration for their societal and educational values should consume the materials, and scenes contained in internet photos as well as motion pictures comfortably. Rich substantiates his argument by giving the example of the aspect of nudity in internet pictures may not be within the acceptance by the social principles of a certain community, especially in the context of the children consumers. Therefore, the media content ought to remain within the boundaries of the social and cultural principles of the subject society. Smith in this book talks about how media ethics is often applicable in the journalism profession. He shows that journalism ethics are clearly defined to regulate the profession’s practices. The book mentions that some of the areas accumulated within the boundaries of journalism ethics include the public interests, manipulation and media content preference. Public interests refer to the expected ideal media content by the public. The depiction of the unexpected media content falls contrarily to the public interests thus constituting a gap of ethical principle.

Hospitality Company Analysis Essay Example | Topics and Well Written Essays - 1000 words

Hospitality Company Analysis - Essay Example Although, Virgin America was established by British tycoon Sir Richard Branson, it operates within the US airspace only. Of the company’s capital assets, three-quarters are under the ownership of the citizens through VAI Partners. The outstanding one-quarter of the corporation is under the ownership of Virgin Group, the mother company which also issues Virgin brand licenses. It is notable that Virgin America’s head offices are in Burlingame, California in the San Francisco Bay Area, form where it operates autonomously from any other Virgin brand firms. Their relationship is only limited to partnerships. The airline aims to capitalize on its organizational resources to fend off competition and gain a significant market share in the country. As Bachman (2013) has said, with six years of service in world-class passenger transit services in the fledged American market, Virgin Airlines strives to heighten the level of its services by creating an effective risk management system backed by cutting-edge technology solutions. In light of this, Virgin relies on a flexible, Internet-based platform to handle its customers’ needs such as making reservations and facilitating general inquiries expeditiously and in a more efficient manner. Virgin Group has built a strong brand for many decades, an asset that can be traced to its fledged British roots. With each brand having a unique appeal, the mother airline company has earned itself and the American subsidiary a strategic position in the country’s airline industry that provides passenger services to guests from all walks of life (Christman, 2004). Despite the fact that the company focuses on the domestic market, setting up an inclusive atmosphere for the company’s business partners, guests and members of the supply chain in the multi-cultural American society is not just logical, but a priority of the organization. In addition, through Virgin’s unique brand positioning,

China has a vision to develop into an innovation-oriented society Essay

China has a vision to develop into an innovation-oriented society. Significant efforts have been put into promoting and driving - Essay Example As a result, the Chinese economy has to a large extent come to rely heavily on innovation to ensure that its economy keep running and there have developed many unique ways through which this innovation has come to be encouraged and manifested by its government. China is fast transforming into one of the economic hubs of the world and this may perhaps give it the impetuses to not only become the world’s leading economic, but also political power. In order to achieve this, however, China must continue to encourage the innovation that is an essential part of its economy, because without it, then this country is more likely than not to fail. One of the factors that have contributed to the development of innovation in the Chinese economy has been its government’s support for those women who would like to get into the fields of science, technology, engineering, and mathematics. This is something that is still quite uncommon in the rest of the world and because of this, China can be said to be a leader in the gender balancing within its economy. This has ensured that innovative ideas have been developed on an equal basis within the economy, especially in those areas that have been traditionally dominated by men (Li 2012, p.1496). While this is the case, there has been a recognition that while the government policy on gender balance has largely worked to bring women into those fields within the economy that involves innovation, more still needs to be done to ensure that even more women are interested in them. In order to increase the diverse pool of innovation, the Chinese government tends to adopt policies that encourage its people to have an interest in the technological fields. This is while still young so that when they get to institutions of higher education; they will be able to compete effectively in matters of innovation with the rest of the world (Chen and Tjosvold 2002, p.48). China Efforts Promoting and Driving Innovation in Medical Field and I ts Impact China is one of the most respected countries in the world when it comes to medical innovation and this is based mostly on the fact that medical care is provided in a highly individualized basis. The treatment of various diseases that are encountered is a highly individual thing because the doctors conducting such treatment have to consider the needs of their patient before deciding on how best to tackle the disease. In China, the plan for treatment is normally created by the physician who takes a wide range of factors into consideration before deciding what the best scheme is for their patient. Among the factors that Chinese physicians consider before making a treatment plan are the following: they type of disease that is to be treated, the part of the body that has been affected, the state of development of the disease, the age of the patient, and lastly, the overall health status of their patient. While it is the responsibility of the doctor to make a treatment plan for their patients, in the Chinese healthcare facilities, the patients also have a say in it. The physicians have to put into consideration the wishes of their patients concerning the treatment they would like to have. Therefore, it has become an essential part of the Chinese treatment for physicians and their patients to discuss the

Bottled Water Preferences Analysis

Bottled Water Preferences Analysis Preface â€Å"Leaders arent born, they are made. And they are made just like anything else, through hard work. And thats the price well have to pay to achieve that goal, or any goal† Vincent Lombardi All the knowledge learning and procedures are useless without observations and practical experience. The purpose of this research is to acquaint the business graduate with empirical business practices. As a requirement for Bachelors Degree in Business Administration, I opted to conduct my research on â€Å"Consumer Preferences of Bottled water†, to fulfill my degree requirement. The reason for choosing bottled water was to get practical knowledge about consumer behaviour, so as to provide myself an opportunity to cope with the real life situation. This research covers the aspect about consumers preferences regarding usage of a certain brand of bottled water. The research focuses on the fact that why a consumer uses a specific brand of bottled water. Is it taste, health consciousness, fashion or any other aesthetic factor that makes a consumers use a specific brand of bottled water. The main idea for this research came from the observation, that why a consumer is using only a specific brand of bottled water, regardless of the fact that all the bottled water brands are providing â€Å"pure and clean† water. I felt that the knowledge that I have gained through this experience is an excellent way to think analytically for finding solutions to problems of day-to-day life. The study of consumer behavior and their preferences itself is a massive study comprising of different factors involved. It is impossible to study each one in detail and include everything in the report. However, I studied the consumer behaviour from preferences point of view. I am thankful to all my colleagues and higher ups for their valuable guidance in preparing this report in a presentable fashion. I am also thankful to my parents, teachers and all my friends for their cooperation. â€Å"MEASURING CONSUMER PREFERENCES FOR BOTTLED DRINKING WATER† CHAPTER 01: INTRODUCTION 1.1 Background of the study: Bottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry: bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water and although industrialized countries consumers have, in principle, access to cheap good quality tap water. Bottled water is often an alternative to tap water. Consumers often object to the taste of chemicals, particularly chlorine, used to purify tap water. In France, nearly half of them dont usually drink tap water because of its bad taste (IFEN, 2000), as opposed to only 7% in United States (Olson, 1999). Consumers also drink bottled water because they care for their health. In Europe, there is a long tradition, dating back to Roman times, of spas and of drinking mineral waters for medical purposes. In the 19th century, this activity developed with the fashion for upper classes to go to spas in order to improve their health. Spas owners werent long in understanding that they could increase the wellness of their customers and their own benefits â‚ ¬Ã‚  directly supplying them their water in bottles. Until the 1950s, mineral water was sold in drugstores as a health product. It has now become an everyday product. Natural mineral water, now sold in supermarket, doesnt carry along anymore this medical image. People now buy bottled water to feel well, responding to advertising campaigns based on well-being, energy, slimming, fitness etc. Bottled water is a healthy alternative to other beverages. It is calorie-free and attractive for people willing to lose weight: â€Å"one of the sparks that ignited the bottled water fire was the fitness craze that skyrocketed in the early 1980† (Sullivan, 1996). Increasing urbanization can also explain this trend for bottled water consumption. In Increasing standards of living and greater use of cars enabled people to buy water in supermarkets and to bring home higher number of bottled water, without difficulty. The use of plastic makes bottles lighter and easier to carry than when they were made of glass. The expansion of shopping centers, outside city-centers, provides consumers with a greater choice in bottled water brands. The explosion of bottled water consumption also reflects deep changes in working habits in industrialized countries, with the decline of the agriculture and industry sectors. In these countries, most people have office works and the bottle of water is now a common element on a desk, next to the computer and the telephone. Drinking expensive bottled water (compared to tap water) is a sign of a rise in the social scale. In addition, bottled water is the result of a huge marketing success. The bottled water market in Pakistan is witnessing annual growth rates nearing 40 percent. Bottled water in Pakistan is not considered a ‘beverage. Beverage processing includes carbonated soft drinks where Pakistan has the lowest per capita consumption in the world, fruit juices, syrups and juice flavoured drinks. Drinking water and also bottled water is not considered an important commodity either. The Government of Pakistan described the market for bottled water, with 33 million liters of consumption per annum in 1999, as small but growing. It furthermore estimated the consumption for 2003, as 70 million liters or 0.5 liters per capita. The bottled water market in Pakistan has witnessed annual growth rates of 40 percent, and after the introduction of Nestlà ©s ‘Pure Life, it had the fastest worldwide growth in bottled water in 2000, at 140%. Recent s estimate a yearly consumption of about 2 liters per person bottled water. Bottled water is not a solution to inadequate water supplies as it is simply not affordable for poor people who lack access to water. A bottled water culture which turns drinking water into a status symbol is not justifiable from the human rights perspective. The Pakistan government is obliged to adopt measures to provide access to safe and sufficient water supplies even if that means restraining corporations from turning water into a status symbol to make profits, or from polluting or extracting already depleting groundwater resources. 1.2 Purpose of the Study: This report/study is meant to: Understand what factors are influencing the consumer preferences to make them purchase different brands of bottled water. Identifying that what are the factors which affect the purchase of a specific bottled water brand. 1.3 Research Questions: 1. What do people expect from their water utility in the context of drinking water services? 2. What are consumers priorities? 3. What do customers consider acceptable in terms of the product and the service they receive? 4. What are they willing to accept for the current price they pay? 5. Why do people prefer to use a specific bottled water brand in terms of their priorities? 1.4 Scope of the Work: Scope of this report is limited to businessmen, professionals and students of Peshawar and Islamabad who are well users of bottled water. 1.5 Limitations of the Study: Expected limitations of this research can be: * Unavailability or Lack of data * Response from people * Limited time * Resource constraint 1.6 Research Methodology: The methodologies used for the research are as follows: 1.6.1.: Sample Unit: The respondents selected were belonging to different social backgrounds and different professions. 1.6.2: Sample Population: The study was conducted in Peshawar and Islamabad only. 1.6.3: Sample Size: A total sample size of 100 respondents was fixed for the research. 1.6.4: Sampling Procedure: Because of the limitations, convenient sampling has been selected, as the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample. The sampling was on the basis of Judgemental Sampling i.e. Non-Probability Sampling Method was used. 1.6.2: DATA COLLECTION: Both primary and secondary methods of data collection are used in the study. 1.6.2.1: Primary Data: The data-collecting tool for primary data was the questionnaire. The questionnaires were compromised of questions about personal preferences of the respondents along with questions on the subject of study. The questions used likert scale and category scale. This enabled the respondents to answer questions by marking most suitable answers. 1.6.2.2: Secondary Data: The most important source of secondary data for the study was articles from different websites and previous researches done on internet. Also different books and some related articles in different magazines and journal of marketing served as a source of secondary data. 1.7 Scheme of the Report: The report will comprise of following sections: Chapter 01: Introduction Chapter 02: Literature Review Chapter 03: Consumer Trust, Confidence and Customer Preferences for Drinking Water Chapter 04: Analysis and Findings Chapter 05: Conclusion and Recommendations CHAPTER 02: LITERATURE REVIEW 2.1 Introduction The global water shortage of affordable and safe drinking water is manifested in Pakistan with an estimated 44 percent of the population without access to safe drinking water. In rural areas, up to 90 percent of the population may lack such access. As one indication of the magnitude of the problem, it is estimated that 200,000 children in Pakistan die every year due to diarrhoeal diseases alone (UN Systems in Pakistan, 2003). Drinking bottled water reflects not just a certain way of life in the rich North but a necessity and the only option for safe water in the South. Beside official s, there should be no doubt that the majority of the Pakistans population is exposed to the hazard of drinking unsafe and polluted water. In an effort to improve this situation, many consumers in Pakistan have to turn to bottled water as a first alternative to drinking unfiltered tap water or contaminated water of other sources where no public drinking water service exists (GOP, Pakistan Environment Pro tection Agency, 2003). However, bottled water is a very expensive alternative and not always healthy because of infrequent testing for contaminants and sporadic inspection of processing plants. Bottled water should not be considered as a substitute to a sufficient service with drinkable tap water, but it is due to lack of access to water services or to bad quality of available resources (WHO, 2000). Bottled water consumption has been steadily growing in the world for the past 30 years. It is considered as one of the most dynamic sectors of all the food and beverage industry, where consumption in the world increases by an average 12% each year, in spite of its excessively high price compared to tap water (UNESCO, 2003). Bottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry: bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water and although industrialized countries consumers have, in principle, access to cheap good quality tap water. This research report aims to provide background information on bottled water, the use of bottled water in order to understand the reasons of a trend that goes beyond a simple fashion and turns to be a real social phenomenon. It will first identify existing types of bottled water: although they seem very much alike, bottles of water dont contain the same product. The increase in bottled water consumption has boosted the bottled water industry and market trends show very promising perspectives for the future. This report will then identify the major reasons why consumers choose to buy speci fic expensive bottled water rather than drink tap water. It will finally analyze the impact this industry has on the environment. 2.2 Water Global Trends and Pakistans Struggle Water is essential for human beings to survive and develop. At the same time, water is a scarce good, and shortage sometimes results in crises. Both facts lead to the simple conclusion that lack of water hinders development and a dignified life. This can be assessed from global trends, as well as from Pakistans national and local struggles for better access for people to safe and sufficient drinking water. 2.3 Water A Global but Scarce Good According to s published by the United Nations, subsidiary organizations and other international organizations, 1.1bn people are without a sufficient access to water, and 2.4bn people have to live without adequate sanitation. Under current trends, the prognosis is that about 3bn people of a population of 8.5bn will suffer from water shortage by 2025. 83% of them will live in developing countries, mostly in rural areas where even today sometimes only 20% of the population have access to a sufficient water supply (Guissà ©, El Hadji, 2004). This actual lack of water is opposed to the theoretical conclusion that there is enough ground water existing in all regions of the world to guarantee an adequate water supply for all people. According to international law, in the case of concurring water users, the socio-economic priorities have to rest on human development and social interests of the people (UN, 1997). However, only 6% of global freshwater is used by households, while 20% is util ized industry and another 70% by agriculture. The conclusion drawn from these framework conditions is that water shortage and the unequal distribution of water are global problems rather than regional problems that require international solutions. Insufficient supply of drinking water is the main cause of diseases in developing countries. Already in 1997, the United Nations Commission on Sustainable Development concluded that 2.3bn people suffer from diseases rooted in insufficient water provision and quality (UN, 1997). More than five years later, it was estimated that 2.4bn people were suffering from water related diseases, and the World Health Organization reckons that 80% of all infections are traceable to poor water conditions. 5,483 people die daily of water caused diarrhoea 90 percent are children under five. Taking into account all water related diseases and deaths, international organizations estimated in 2001 that 2,213,000 people died because of inadequate water supply ten times more than the tsunami disaster caused in December 2004 (UNESCO, 2003). 2.4 Poverty and Access to Water in Pakistan It is acknowledged that lacking safe and sufficient drinking water as with other basic needs such as food, shelter and education is not a geographical but social problem. Being poor or rich is mainly decided by birth, and poverty perpetuates itself from generation to generation. Development strategies should be judged by their effort to break through this vicious cycle. Single indicators, such as literacy rates or households with access to water, are a litmus test for such an assessment. 2.4.1 Access to Water in Pakistan Pakistan is an Islamic Republic, whose aim is to enable its Muslim majority â€Å"to order their lives in the individual and collective spheres in accordance with the teachings and requirements of Islam as set out in the Holy Quran and Sunnah† (Constitution of the Islamic Republic of Pakistan, 1973). Water is recognized in Islamic teachings as a vital resource, of which everyone has the right to a fair share. Following the Hadith, it is reported that the Prophet Muhammad (PBUH) said: â€Å"Muslims have common share in three (things): grass, water and fire† (Abu-Dawood 3470). Furthermore, the Holy Quran warns human beings against unfair distribution of common goods and the majority of scholars agree that Islam forbids speculation, manipulation and unbalance profit with a common good such as water (Faruqui, Naser I, 2001). In 1995, UNDP counted Pakistan as country having among the highest water potential per person out of 130 countries that should dramatically improve its water situation to overcome the current crisis and prevent future ones (IRIN, 2001). Obviously, Pakistan failed to make any improvement. In 2003, the United Nations dropped Pakistans ranking, because its total renewable water resources per capita per year have been estimated as 114th out of 180 countries (UN, 2003). Only three percent of Pakistans sweet water resources are used for household purposes and drinking (GOP, Pakistan Ministry of Water and Power, 2002). Therefore the debate about access to water in Pakistan is dominated by irrigation disputes, mega-projects of dams and canals, and climate change. The focus is on water for agriculture rather than for people (UNDP, 2003). This production oriented perspective continues in the debate about groundwater use and extraction. It is estimated that surface water meets only 75-80 percent of crop water requirements. As a result, groundwater is merely seen as a reserve water source for irrigation and food production, as well as the maj or factor for the growth of agricultural production in the late 20th century (World Bank, 1996). With regard to the availability of safe and sufficient drinking water, Pakistan lacks reliable statistics. While data about the availability of water and field studies about water quality exist, there is no sufficient data that take both into account. Official data about the access to drinking water vary between 60 and 90 percent of households. In rural areas where a decline of households with access to water is documented s about availability differ between 10 and 53 percent. Differences in these statistics mainly emerge from the inclusion or exclusion of households that rely on privately owned wells and supply systems (Pakistan Mouza Report, 1998). In addition, having access to water in Pakistan is not similar with having access to safe and sufficient water supply. Pakistans water quality ranks as 80th out of 122 nations. Pipe water in Pakistan is contaminated either because of leakages with all sorts of bacteria or due to geological conditions and insufficient purification, with abnormally high levels of arsenic and elevated fluoride (IRIN, OCHA, 2004). Water, extracted by hand pumps the major water source in rural areas is mainly brackish water and not sufficient for drinking and cooking. The Pakistan Council of Research and Water Resources (PCRWR) estimate that almost 50 percent of urban water supply is insufficient for drinking and personal use (GOP, Pakistan Council of Research and Water Resources, 2004). According to a research which took data about availability and quality into relation and concluded that an average of 25.61 percent of Pakistans 159 million inhabitants has access to safe and sufficient drinking water ( Nils Rosemann, 2005). This calculation shows that in rural areas only 23.5 percent and in urban areas approximately 30 percent can use their source of water without jeopardizing their health. These findings come close to a conclusion by independent experts who predicted that already in 2001, with prevailing consumption rates and a population growth of 4 million people per year, one out of three people in Pakistan would face critical shortages of water, threatening their very survival. The Government of Pakistan estimated with regard to diarrhoea that this mainly water related disease accounts for 14 percent of illnesses for children under five and for seven percent of all disease in people age five and older (GOP, Pakistan Ministry of Economic Affairs and Statistics, 2004). The Pakistan Council of Research and Water Resources (PCRWR) assesses that 40 percent of all reported illnesses are water-related. It is estimated that 200,000 children in Pakistan die every year due to diarrhoea l diseases alone (UN Systems in Pakistan, 2003). Unsafe water affects mainly rural and urban poor, who suffer above the average from sickness and water related diseases. (GOP, Pakistan National Human Development Report, 2003). 2.5 About Bottled Water The term bottled water seems to tell that any bottle containing water, however there are important differences: all bottles dont contain the same product. There is very little in common between natural mineral water and purified water, as the chemical compositions or the treatments these waters can undergo respond to very different criteria that can change from one country to another. In some cases bottled water is merely bottled tap water. 2.5.1 Industry Definitions Several terms are commonly used to describe the products of the bottled water industry, including some of the following: * Artesian water bottled water from a well that taps a confined aquifer (a water-bearing underground layer of rock or sand) in which the water level stands at some height above the top of the aquifer. * Fluoridated Water often used as a health focused drink for growing children, it contains fluorine within permissible limits. * Ground water obtained from underground sources, pumped out using pressure that is equal to or more then atmospheric pressure. * Mineral water An extremely specific product that must meet certain criteria. Defined as water with at least 250 parts per million total dissolved solids. The source of water is either ground water or a spring. * Purified water or drinking water is water taken from rivers, lakes or underground springs that has undergone some form of treatment. It can be produced by â€Å"distillation, deionization, reverse osmosis or other suitable processes. It can be chemically treated in order to have some components disappear. It is basically de-mineralized water from public sources. Purified water is actually a manufactured product. * Sparkling water water injected with carbon dioxide * Spring water water obtained from an underground formation from which water flows naturally to the earths surface. * Sterile water water that meets the requirements specified under government or other sterility tests. * Well water water from a hole bored, drilled or otherwise constructed in the ground which taps the water of an aquifer. (IBWA, 2000) If these waters contain the minimum required mineral content according to US standards, they can be called â€Å"mineral waters†. So many different categories of bottled water, changing from one country to another, are not easy for consumers to differentiate. 2.5.2 What is Distilled Water? Distillation is a process that leaves water free of minerals. Distilled water has been brought up to a boiling temperature. The steam is captured and is cooled, which condenses it back into a liquid form. When the water turns to steam, anything heavier than water (like minerals, or unwanted organic matter) is left behind. Thus, distilled water only contains water. Distilled water is good to use in appliances such as coffee makers because since it contains no minerals it does not leave behind lime scale. 2.5.3 Packaging Packaging used for water can have very different shapes and colours and are made of different materials. For a long time, bottled water was only available in glass, a very good but heavy material. At the end of the 1960s, bottlers started to use packaging made of PVC (vinyl polychlorure). In the 1980s, a new kind of plastic started being used: PET (polyethylene terephtalate). PET is progressively replacing PVC because of its numerous advantages. Plastic, either PVC or PET, is the most frequently used material to make bottles of water; about 70% of the bottles used for natural mineral water are made of plastic. Bottles usually contain 33cl, 50cl, 1 litre, 1.5 litre, 2 litres or 5 litres. The biggest packaging for bottled water is a 5-gallon carboy (about 20 litres). Packaging is an essential part of bottled water marketing strategies. â€Å"The packaging makes the brand. The brand makes the packaging. A product must have visibility to sell its presentation refers to notions such as service, security, hygiene† (Miquel, 1999). In some cases, such as Kinley, it is even possible to recognize the brand of the bottled water thanks to the shape and colour of its packaging. Some brands have reshaped their bottles in order to make them look like the marketing message they are supposed to carry. Many bottles, for instance, now high mountains not only on the labels but also on the plastic itself. The packaging is an important part of the bottled water marketing success. All types of bottles coexist and are regularly reshaped in order to better catch consumers attention. Marketing and advertising campaigns are essential to differentiate the product and attract consumers. Brands tend to associate with specific activities: sport, fitness, slimming, fashion, etc. For the last 50 years, Evian has been the water of babies, emphasizing that its low mineral concentration is suitable for them. The brands marketing strategy capitalizes on infants, from the pink colour of its labels to advertising campaigns. 2.6 Bottled water market trends and Planets Health The world bottled water market amounts to an annual volume of 89 billion litres, which represents an average 15 litres of bottled water drunk yearly per person (Danone, 2000). Western Europeans are the major consumers, drinking nearly half of all the world bottled water, with an average of 85 litres/person/year (Sollberger, 1994). In United States, 54% of Americans regularly drink bottled water (Olson, 1999). More than half (59%) of the bottled water drunk in the world is purified water, the remaining 41% being spring or mineral water (Belot, 2000). Bottled water is an extremely competitive market; hence companies need to develop diverse marketing strategies. But according to campaigners, the planets health may be suffering as a result. A new report warns that peoples thirst for bottled water is producing unnecessary garbage and consuming vast quantities of energy, even in areas where perfectly good drinking water is available on tap. The report, released by the Earth Policy Institute (EPI), says global consumption of bottled water doubled between 1999 and 2004, reaching 41 billion gallons (154 billion liters) annually. 2.7 Bottled Water Market in Pakistan Before focusing on Pakistan in particular, one should note that bottled water consumption has generally grown around the world in the past 30 years, despite its high price compared to tap water. Lured by the potential for huge profits, multinational companies have been trying to create an international market for bottled water. The bottled water market in Pakistan is witnessing annual growth rates nearing 40 percent. Bottled water in Pakistan is not considered a ‘beverage. Beverage processing includes carbonated soft drinks where Pakistan has the lowest per capita consumption in the world, fruit juices, syrups and juice flavoured drinks (Pakistan Investors Guide, 2004). Drinking water and also bottled water is not considered an important commodity either. Water supply and prices for drinking water and bottled water are not considered under the items in the Sensitive Price Indicator, Consumer Price Index or Wholesale Price Index. From this perspective; it is obvious that Pakistan has low consumption of bottled water. The Government of Pakistan described the market for bottled water, with 33 million litres of consumption per annum in 1999, as small but growing. It furthermore estimated the consumption for 2003, as 70 million litres or 0.5 litres per capita. The bottled water market in Pakistan has wi tnessed annual growth rates of 40 percent, and after the introduction of Nestlà ©s ‘Pure Life, it had the fastest worldwide growth in bottled water in 2000, at 140% (The Bottled Water Industry of Pakistan, 2004). Recent s estimate a yearly consumption of about 2 litres per person bottled water (Nils Rosemann, 2005). Compared with Thailands 43 litres and Philippines 15 litres per capita consumption, this seems relatively low. But taking Pakistans population into account, one has to estimate an annual consumption of 318 million litres. While, sufficient s are not available to prove this 964 percent consumption increase in five years, one is able to conclude that Pakistan is a highly dynamic and lucrative market. Market expectations are as high in the retail market of bottled water as in the household and operations sector for bulk water. Besides these market expectations, the production of bottled water is also considered quite profitable. It is estimated that a bottle of 1.5 litres has production costs of PKR 12.51 while it is sold for PKR 22 (Nils Rosemann, 2005). The profit is shared between producing corporations, with PKR 0.66-0.83, and middleman, with PKR 6.66-7.08. By this standard, the producing corporation makes a profit of 4-5 percent while the middleman makes a profit of 27-30.55 percent. In Pakistans water market, there are approximately 20 permanent players. Official s show an estimated number of 26 corporations, while in summer time, this number increases up to 70 (Nils Rosemann, 2005). But from the perspective of quality control, PCRWR is witnessing a fluctuation in the market of 50 percent, e.g. half of the brands disappear and are replaced by new brands yearly (PCRWR, 2003). In 2005, PSQCA admitted that 200 companies are selling bottled water in Pakistan, but only 27 are registered as maintaining standards stipulated for the product (Hoti, Ikram, 2005). Nestlà © itself estimates approximately 150 water brands, with only 15 registered under the PSQCA scheme (Hoti, Ikram, 2005). Regardless of this data, it is unquestioned that Nestlà © controls the majority of the market (over 50 percent) with its brands ‘Pure Life, AVA and Fontalia, while Danones subsidy 22 â€Å"Sparkletts† holds 12 percent and another local brand â€Å"BSW† has an estimated five percent market share (Nils Rosemann, 2005). Bottled water is not a solution to inadequate water supplies as it is simply not affordable for poor people who lack access to water. A bottled water culture which turns drinking water into a status symbol is not justifiable from the human rights perspective. The Pakistan government is obliged to adopt measures to provide access to safe and sufficient water supplies even if that means restraining corporations from turning water into a status symbol to make profits, or from polluting or extracting already depleting groundwater resources. 2.8 Bottled water consumption: a certain way of life Some consumers choose to only drink bottled water; we can identify several reasons for drinking bottled water. 2.8.1. Consumers care for their health and safety Bottled water is often an alternative to tap water. Consumers often object to the taste of chemicals, particularly chlorine, used to purify tap water. In France, nearly half of them dont usually drink tap water because of its bad taste (IFEN, 2000), as opposed to only 7% in United States (Olson, 1999). Consumers also look for security, in emerging as well as in industrialized countries. They often mistrust their tap water, because of previous bacterial contamination for instance, and perceive bottled water as being safer than tap water. In India, the suspicion of bad tap water quality, in addition to general and seasonal shortages of tap water, lead people to turn to bottled water. In Pakistan, only t Bottled Water Preferences Analysis Bottled Water Preferences Analysis Preface â€Å"Leaders arent born, they are made. And they are made just like anything else, through hard work. And thats the price well have to pay to achieve that goal, or any goal† Vincent Lombardi All the knowledge learning and procedures are useless without observations and practical experience. The purpose of this research is to acquaint the business graduate with empirical business practices. As a requirement for Bachelors Degree in Business Administration, I opted to conduct my research on â€Å"Consumer Preferences of Bottled water†, to fulfill my degree requirement. The reason for choosing bottled water was to get practical knowledge about consumer behaviour, so as to provide myself an opportunity to cope with the real life situation. This research covers the aspect about consumers preferences regarding usage of a certain brand of bottled water. The research focuses on the fact that why a consumer uses a specific brand of bottled water. Is it taste, health consciousness, fashion or any other aesthetic factor that makes a consumers use a specific brand of bottled water. The main idea for this research came from the observation, that why a consumer is using only a specific brand of bottled water, regardless of the fact that all the bottled water brands are providing â€Å"pure and clean† water. I felt that the knowledge that I have gained through this experience is an excellent way to think analytically for finding solutions to problems of day-to-day life. The study of consumer behavior and their preferences itself is a massive study comprising of different factors involved. It is impossible to study each one in detail and include everything in the report. However, I studied the consumer behaviour from preferences point of view. I am thankful to all my colleagues and higher ups for their valuable guidance in preparing this report in a presentable fashion. I am also thankful to my parents, teachers and all my friends for their cooperation. â€Å"MEASURING CONSUMER PREFERENCES FOR BOTTLED DRINKING WATER† CHAPTER 01: INTRODUCTION 1.1 Background of the study: Bottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry: bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water and although industrialized countries consumers have, in principle, access to cheap good quality tap water. Bottled water is often an alternative to tap water. Consumers often object to the taste of chemicals, particularly chlorine, used to purify tap water. In France, nearly half of them dont usually drink tap water because of its bad taste (IFEN, 2000), as opposed to only 7% in United States (Olson, 1999). Consumers also drink bottled water because they care for their health. In Europe, there is a long tradition, dating back to Roman times, of spas and of drinking mineral waters for medical purposes. In the 19th century, this activity developed with the fashion for upper classes to go to spas in order to improve their health. Spas owners werent long in understanding that they could increase the wellness of their customers and their own benefits â‚ ¬Ã‚  directly supplying them their water in bottles. Until the 1950s, mineral water was sold in drugstores as a health product. It has now become an everyday product. Natural mineral water, now sold in supermarket, doesnt carry along anymore this medical image. People now buy bottled water to feel well, responding to advertising campaigns based on well-being, energy, slimming, fitness etc. Bottled water is a healthy alternative to other beverages. It is calorie-free and attractive for people willing to lose weight: â€Å"one of the sparks that ignited the bottled water fire was the fitness craze that skyrocketed in the early 1980† (Sullivan, 1996). Increasing urbanization can also explain this trend for bottled water consumption. In Increasing standards of living and greater use of cars enabled people to buy water in supermarkets and to bring home higher number of bottled water, without difficulty. The use of plastic makes bottles lighter and easier to carry than when they were made of glass. The expansion of shopping centers, outside city-centers, provides consumers with a greater choice in bottled water brands. The explosion of bottled water consumption also reflects deep changes in working habits in industrialized countries, with the decline of the agriculture and industry sectors. In these countries, most people have office works and the bottle of water is now a common element on a desk, next to the computer and the telephone. Drinking expensive bottled water (compared to tap water) is a sign of a rise in the social scale. In addition, bottled water is the result of a huge marketing success. The bottled water market in Pakistan is witnessing annual growth rates nearing 40 percent. Bottled water in Pakistan is not considered a ‘beverage. Beverage processing includes carbonated soft drinks where Pakistan has the lowest per capita consumption in the world, fruit juices, syrups and juice flavoured drinks. Drinking water and also bottled water is not considered an important commodity either. The Government of Pakistan described the market for bottled water, with 33 million liters of consumption per annum in 1999, as small but growing. It furthermore estimated the consumption for 2003, as 70 million liters or 0.5 liters per capita. The bottled water market in Pakistan has witnessed annual growth rates of 40 percent, and after the introduction of Nestlà ©s ‘Pure Life, it had the fastest worldwide growth in bottled water in 2000, at 140%. Recent s estimate a yearly consumption of about 2 liters per person bottled water. Bottled water is not a solution to inadequate water supplies as it is simply not affordable for poor people who lack access to water. A bottled water culture which turns drinking water into a status symbol is not justifiable from the human rights perspective. The Pakistan government is obliged to adopt measures to provide access to safe and sufficient water supplies even if that means restraining corporations from turning water into a status symbol to make profits, or from polluting or extracting already depleting groundwater resources. 1.2 Purpose of the Study: This report/study is meant to: Understand what factors are influencing the consumer preferences to make them purchase different brands of bottled water. Identifying that what are the factors which affect the purchase of a specific bottled water brand. 1.3 Research Questions: 1. What do people expect from their water utility in the context of drinking water services? 2. What are consumers priorities? 3. What do customers consider acceptable in terms of the product and the service they receive? 4. What are they willing to accept for the current price they pay? 5. Why do people prefer to use a specific bottled water brand in terms of their priorities? 1.4 Scope of the Work: Scope of this report is limited to businessmen, professionals and students of Peshawar and Islamabad who are well users of bottled water. 1.5 Limitations of the Study: Expected limitations of this research can be: * Unavailability or Lack of data * Response from people * Limited time * Resource constraint 1.6 Research Methodology: The methodologies used for the research are as follows: 1.6.1.: Sample Unit: The respondents selected were belonging to different social backgrounds and different professions. 1.6.2: Sample Population: The study was conducted in Peshawar and Islamabad only. 1.6.3: Sample Size: A total sample size of 100 respondents was fixed for the research. 1.6.4: Sampling Procedure: Because of the limitations, convenient sampling has been selected, as the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample. The sampling was on the basis of Judgemental Sampling i.e. Non-Probability Sampling Method was used. 1.6.2: DATA COLLECTION: Both primary and secondary methods of data collection are used in the study. 1.6.2.1: Primary Data: The data-collecting tool for primary data was the questionnaire. The questionnaires were compromised of questions about personal preferences of the respondents along with questions on the subject of study. The questions used likert scale and category scale. This enabled the respondents to answer questions by marking most suitable answers. 1.6.2.2: Secondary Data: The most important source of secondary data for the study was articles from different websites and previous researches done on internet. Also different books and some related articles in different magazines and journal of marketing served as a source of secondary data. 1.7 Scheme of the Report: The report will comprise of following sections: Chapter 01: Introduction Chapter 02: Literature Review Chapter 03: Consumer Trust, Confidence and Customer Preferences for Drinking Water Chapter 04: Analysis and Findings Chapter 05: Conclusion and Recommendations CHAPTER 02: LITERATURE REVIEW 2.1 Introduction The global water shortage of affordable and safe drinking water is manifested in Pakistan with an estimated 44 percent of the population without access to safe drinking water. In rural areas, up to 90 percent of the population may lack such access. As one indication of the magnitude of the problem, it is estimated that 200,000 children in Pakistan die every year due to diarrhoeal diseases alone (UN Systems in Pakistan, 2003). Drinking bottled water reflects not just a certain way of life in the rich North but a necessity and the only option for safe water in the South. Beside official s, there should be no doubt that the majority of the Pakistans population is exposed to the hazard of drinking unsafe and polluted water. In an effort to improve this situation, many consumers in Pakistan have to turn to bottled water as a first alternative to drinking unfiltered tap water or contaminated water of other sources where no public drinking water service exists (GOP, Pakistan Environment Pro tection Agency, 2003). However, bottled water is a very expensive alternative and not always healthy because of infrequent testing for contaminants and sporadic inspection of processing plants. Bottled water should not be considered as a substitute to a sufficient service with drinkable tap water, but it is due to lack of access to water services or to bad quality of available resources (WHO, 2000). Bottled water consumption has been steadily growing in the world for the past 30 years. It is considered as one of the most dynamic sectors of all the food and beverage industry, where consumption in the world increases by an average 12% each year, in spite of its excessively high price compared to tap water (UNESCO, 2003). Bottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry: bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water and although industrialized countries consumers have, in principle, access to cheap good quality tap water. This research report aims to provide background information on bottled water, the use of bottled water in order to understand the reasons of a trend that goes beyond a simple fashion and turns to be a real social phenomenon. It will first identify existing types of bottled water: although they seem very much alike, bottles of water dont contain the same product. The increase in bottled water consumption has boosted the bottled water industry and market trends show very promising perspectives for the future. This report will then identify the major reasons why consumers choose to buy speci fic expensive bottled water rather than drink tap water. It will finally analyze the impact this industry has on the environment. 2.2 Water Global Trends and Pakistans Struggle Water is essential for human beings to survive and develop. At the same time, water is a scarce good, and shortage sometimes results in crises. Both facts lead to the simple conclusion that lack of water hinders development and a dignified life. This can be assessed from global trends, as well as from Pakistans national and local struggles for better access for people to safe and sufficient drinking water. 2.3 Water A Global but Scarce Good According to s published by the United Nations, subsidiary organizations and other international organizations, 1.1bn people are without a sufficient access to water, and 2.4bn people have to live without adequate sanitation. Under current trends, the prognosis is that about 3bn people of a population of 8.5bn will suffer from water shortage by 2025. 83% of them will live in developing countries, mostly in rural areas where even today sometimes only 20% of the population have access to a sufficient water supply (Guissà ©, El Hadji, 2004). This actual lack of water is opposed to the theoretical conclusion that there is enough ground water existing in all regions of the world to guarantee an adequate water supply for all people. According to international law, in the case of concurring water users, the socio-economic priorities have to rest on human development and social interests of the people (UN, 1997). However, only 6% of global freshwater is used by households, while 20% is util ized industry and another 70% by agriculture. The conclusion drawn from these framework conditions is that water shortage and the unequal distribution of water are global problems rather than regional problems that require international solutions. Insufficient supply of drinking water is the main cause of diseases in developing countries. Already in 1997, the United Nations Commission on Sustainable Development concluded that 2.3bn people suffer from diseases rooted in insufficient water provision and quality (UN, 1997). More than five years later, it was estimated that 2.4bn people were suffering from water related diseases, and the World Health Organization reckons that 80% of all infections are traceable to poor water conditions. 5,483 people die daily of water caused diarrhoea 90 percent are children under five. Taking into account all water related diseases and deaths, international organizations estimated in 2001 that 2,213,000 people died because of inadequate water supply ten times more than the tsunami disaster caused in December 2004 (UNESCO, 2003). 2.4 Poverty and Access to Water in Pakistan It is acknowledged that lacking safe and sufficient drinking water as with other basic needs such as food, shelter and education is not a geographical but social problem. Being poor or rich is mainly decided by birth, and poverty perpetuates itself from generation to generation. Development strategies should be judged by their effort to break through this vicious cycle. Single indicators, such as literacy rates or households with access to water, are a litmus test for such an assessment. 2.4.1 Access to Water in Pakistan Pakistan is an Islamic Republic, whose aim is to enable its Muslim majority â€Å"to order their lives in the individual and collective spheres in accordance with the teachings and requirements of Islam as set out in the Holy Quran and Sunnah† (Constitution of the Islamic Republic of Pakistan, 1973). Water is recognized in Islamic teachings as a vital resource, of which everyone has the right to a fair share. Following the Hadith, it is reported that the Prophet Muhammad (PBUH) said: â€Å"Muslims have common share in three (things): grass, water and fire† (Abu-Dawood 3470). Furthermore, the Holy Quran warns human beings against unfair distribution of common goods and the majority of scholars agree that Islam forbids speculation, manipulation and unbalance profit with a common good such as water (Faruqui, Naser I, 2001). In 1995, UNDP counted Pakistan as country having among the highest water potential per person out of 130 countries that should dramatically improve its water situation to overcome the current crisis and prevent future ones (IRIN, 2001). Obviously, Pakistan failed to make any improvement. In 2003, the United Nations dropped Pakistans ranking, because its total renewable water resources per capita per year have been estimated as 114th out of 180 countries (UN, 2003). Only three percent of Pakistans sweet water resources are used for household purposes and drinking (GOP, Pakistan Ministry of Water and Power, 2002). Therefore the debate about access to water in Pakistan is dominated by irrigation disputes, mega-projects of dams and canals, and climate change. The focus is on water for agriculture rather than for people (UNDP, 2003). This production oriented perspective continues in the debate about groundwater use and extraction. It is estimated that surface water meets only 75-80 percent of crop water requirements. As a result, groundwater is merely seen as a reserve water source for irrigation and food production, as well as the maj or factor for the growth of agricultural production in the late 20th century (World Bank, 1996). With regard to the availability of safe and sufficient drinking water, Pakistan lacks reliable statistics. While data about the availability of water and field studies about water quality exist, there is no sufficient data that take both into account. Official data about the access to drinking water vary between 60 and 90 percent of households. In rural areas where a decline of households with access to water is documented s about availability differ between 10 and 53 percent. Differences in these statistics mainly emerge from the inclusion or exclusion of households that rely on privately owned wells and supply systems (Pakistan Mouza Report, 1998). In addition, having access to water in Pakistan is not similar with having access to safe and sufficient water supply. Pakistans water quality ranks as 80th out of 122 nations. Pipe water in Pakistan is contaminated either because of leakages with all sorts of bacteria or due to geological conditions and insufficient purification, with abnormally high levels of arsenic and elevated fluoride (IRIN, OCHA, 2004). Water, extracted by hand pumps the major water source in rural areas is mainly brackish water and not sufficient for drinking and cooking. The Pakistan Council of Research and Water Resources (PCRWR) estimate that almost 50 percent of urban water supply is insufficient for drinking and personal use (GOP, Pakistan Council of Research and Water Resources, 2004). According to a research which took data about availability and quality into relation and concluded that an average of 25.61 percent of Pakistans 159 million inhabitants has access to safe and sufficient drinking water ( Nils Rosemann, 2005). This calculation shows that in rural areas only 23.5 percent and in urban areas approximately 30 percent can use their source of water without jeopardizing their health. These findings come close to a conclusion by independent experts who predicted that already in 2001, with prevailing consumption rates and a population growth of 4 million people per year, one out of three people in Pakistan would face critical shortages of water, threatening their very survival. The Government of Pakistan estimated with regard to diarrhoea that this mainly water related disease accounts for 14 percent of illnesses for children under five and for seven percent of all disease in people age five and older (GOP, Pakistan Ministry of Economic Affairs and Statistics, 2004). The Pakistan Council of Research and Water Resources (PCRWR) assesses that 40 percent of all reported illnesses are water-related. It is estimated that 200,000 children in Pakistan die every year due to diarrhoea l diseases alone (UN Systems in Pakistan, 2003). Unsafe water affects mainly rural and urban poor, who suffer above the average from sickness and water related diseases. (GOP, Pakistan National Human Development Report, 2003). 2.5 About Bottled Water The term bottled water seems to tell that any bottle containing water, however there are important differences: all bottles dont contain the same product. There is very little in common between natural mineral water and purified water, as the chemical compositions or the treatments these waters can undergo respond to very different criteria that can change from one country to another. In some cases bottled water is merely bottled tap water. 2.5.1 Industry Definitions Several terms are commonly used to describe the products of the bottled water industry, including some of the following: * Artesian water bottled water from a well that taps a confined aquifer (a water-bearing underground layer of rock or sand) in which the water level stands at some height above the top of the aquifer. * Fluoridated Water often used as a health focused drink for growing children, it contains fluorine within permissible limits. * Ground water obtained from underground sources, pumped out using pressure that is equal to or more then atmospheric pressure. * Mineral water An extremely specific product that must meet certain criteria. Defined as water with at least 250 parts per million total dissolved solids. The source of water is either ground water or a spring. * Purified water or drinking water is water taken from rivers, lakes or underground springs that has undergone some form of treatment. It can be produced by â€Å"distillation, deionization, reverse osmosis or other suitable processes. It can be chemically treated in order to have some components disappear. It is basically de-mineralized water from public sources. Purified water is actually a manufactured product. * Sparkling water water injected with carbon dioxide * Spring water water obtained from an underground formation from which water flows naturally to the earths surface. * Sterile water water that meets the requirements specified under government or other sterility tests. * Well water water from a hole bored, drilled or otherwise constructed in the ground which taps the water of an aquifer. (IBWA, 2000) If these waters contain the minimum required mineral content according to US standards, they can be called â€Å"mineral waters†. So many different categories of bottled water, changing from one country to another, are not easy for consumers to differentiate. 2.5.2 What is Distilled Water? Distillation is a process that leaves water free of minerals. Distilled water has been brought up to a boiling temperature. The steam is captured and is cooled, which condenses it back into a liquid form. When the water turns to steam, anything heavier than water (like minerals, or unwanted organic matter) is left behind. Thus, distilled water only contains water. Distilled water is good to use in appliances such as coffee makers because since it contains no minerals it does not leave behind lime scale. 2.5.3 Packaging Packaging used for water can have very different shapes and colours and are made of different materials. For a long time, bottled water was only available in glass, a very good but heavy material. At the end of the 1960s, bottlers started to use packaging made of PVC (vinyl polychlorure). In the 1980s, a new kind of plastic started being used: PET (polyethylene terephtalate). PET is progressively replacing PVC because of its numerous advantages. Plastic, either PVC or PET, is the most frequently used material to make bottles of water; about 70% of the bottles used for natural mineral water are made of plastic. Bottles usually contain 33cl, 50cl, 1 litre, 1.5 litre, 2 litres or 5 litres. The biggest packaging for bottled water is a 5-gallon carboy (about 20 litres). Packaging is an essential part of bottled water marketing strategies. â€Å"The packaging makes the brand. The brand makes the packaging. A product must have visibility to sell its presentation refers to notions such as service, security, hygiene† (Miquel, 1999). In some cases, such as Kinley, it is even possible to recognize the brand of the bottled water thanks to the shape and colour of its packaging. Some brands have reshaped their bottles in order to make them look like the marketing message they are supposed to carry. Many bottles, for instance, now high mountains not only on the labels but also on the plastic itself. The packaging is an important part of the bottled water marketing success. All types of bottles coexist and are regularly reshaped in order to better catch consumers attention. Marketing and advertising campaigns are essential to differentiate the product and attract consumers. Brands tend to associate with specific activities: sport, fitness, slimming, fashion, etc. For the last 50 years, Evian has been the water of babies, emphasizing that its low mineral concentration is suitable for them. The brands marketing strategy capitalizes on infants, from the pink colour of its labels to advertising campaigns. 2.6 Bottled water market trends and Planets Health The world bottled water market amounts to an annual volume of 89 billion litres, which represents an average 15 litres of bottled water drunk yearly per person (Danone, 2000). Western Europeans are the major consumers, drinking nearly half of all the world bottled water, with an average of 85 litres/person/year (Sollberger, 1994). In United States, 54% of Americans regularly drink bottled water (Olson, 1999). More than half (59%) of the bottled water drunk in the world is purified water, the remaining 41% being spring or mineral water (Belot, 2000). Bottled water is an extremely competitive market; hence companies need to develop diverse marketing strategies. But according to campaigners, the planets health may be suffering as a result. A new report warns that peoples thirst for bottled water is producing unnecessary garbage and consuming vast quantities of energy, even in areas where perfectly good drinking water is available on tap. The report, released by the Earth Policy Institute (EPI), says global consumption of bottled water doubled between 1999 and 2004, reaching 41 billion gallons (154 billion liters) annually. 2.7 Bottled Water Market in Pakistan Before focusing on Pakistan in particular, one should note that bottled water consumption has generally grown around the world in the past 30 years, despite its high price compared to tap water. Lured by the potential for huge profits, multinational companies have been trying to create an international market for bottled water. The bottled water market in Pakistan is witnessing annual growth rates nearing 40 percent. Bottled water in Pakistan is not considered a ‘beverage. Beverage processing includes carbonated soft drinks where Pakistan has the lowest per capita consumption in the world, fruit juices, syrups and juice flavoured drinks (Pakistan Investors Guide, 2004). Drinking water and also bottled water is not considered an important commodity either. Water supply and prices for drinking water and bottled water are not considered under the items in the Sensitive Price Indicator, Consumer Price Index or Wholesale Price Index. From this perspective; it is obvious that Pakistan has low consumption of bottled water. The Government of Pakistan described the market for bottled water, with 33 million litres of consumption per annum in 1999, as small but growing. It furthermore estimated the consumption for 2003, as 70 million litres or 0.5 litres per capita. The bottled water market in Pakistan has wi tnessed annual growth rates of 40 percent, and after the introduction of Nestlà ©s ‘Pure Life, it had the fastest worldwide growth in bottled water in 2000, at 140% (The Bottled Water Industry of Pakistan, 2004). Recent s estimate a yearly consumption of about 2 litres per person bottled water (Nils Rosemann, 2005). Compared with Thailands 43 litres and Philippines 15 litres per capita consumption, this seems relatively low. But taking Pakistans population into account, one has to estimate an annual consumption of 318 million litres. While, sufficient s are not available to prove this 964 percent consumption increase in five years, one is able to conclude that Pakistan is a highly dynamic and lucrative market. Market expectations are as high in the retail market of bottled water as in the household and operations sector for bulk water. Besides these market expectations, the production of bottled water is also considered quite profitable. It is estimated that a bottle of 1.5 litres has production costs of PKR 12.51 while it is sold for PKR 22 (Nils Rosemann, 2005). The profit is shared between producing corporations, with PKR 0.66-0.83, and middleman, with PKR 6.66-7.08. By this standard, the producing corporation makes a profit of 4-5 percent while the middleman makes a profit of 27-30.55 percent. In Pakistans water market, there are approximately 20 permanent players. Official s show an estimated number of 26 corporations, while in summer time, this number increases up to 70 (Nils Rosemann, 2005). But from the perspective of quality control, PCRWR is witnessing a fluctuation in the market of 50 percent, e.g. half of the brands disappear and are replaced by new brands yearly (PCRWR, 2003). In 2005, PSQCA admitted that 200 companies are selling bottled water in Pakistan, but only 27 are registered as maintaining standards stipulated for the product (Hoti, Ikram, 2005). Nestlà © itself estimates approximately 150 water brands, with only 15 registered under the PSQCA scheme (Hoti, Ikram, 2005). Regardless of this data, it is unquestioned that Nestlà © controls the majority of the market (over 50 percent) with its brands ‘Pure Life, AVA and Fontalia, while Danones subsidy 22 â€Å"Sparkletts† holds 12 percent and another local brand â€Å"BSW† has an estimated five percent market share (Nils Rosemann, 2005). Bottled water is not a solution to inadequate water supplies as it is simply not affordable for poor people who lack access to water. A bottled water culture which turns drinking water into a status symbol is not justifiable from the human rights perspective. The Pakistan government is obliged to adopt measures to provide access to safe and sufficient water supplies even if that means restraining corporations from turning water into a status symbol to make profits, or from polluting or extracting already depleting groundwater resources. 2.8 Bottled water consumption: a certain way of life Some consumers choose to only drink bottled water; we can identify several reasons for drinking bottled water. 2.8.1. Consumers care for their health and safety Bottled water is often an alternative to tap water. Consumers often object to the taste of chemicals, particularly chlorine, used to purify tap water. In France, nearly half of them dont usually drink tap water because of its bad taste (IFEN, 2000), as opposed to only 7% in United States (Olson, 1999). Consumers also look for security, in emerging as well as in industrialized countries. They often mistrust their tap water, because of previous bacterial contamination for instance, and perceive bottled water as being safer than tap water. In India, the suspicion of bad tap water quality, in addition to general and seasonal shortages of tap water, lead people to turn to bottled water. In Pakistan, only t

The Anchorperson and Bad News Essay -- TV Television Media Essays

The Anchorperson and Bad News Government policy and public opinion work on a two way street. Opinion reacts to policy; in turn, opinion shapes policy. Broadcast media speeds this game of table tennis to an even more personal and democratized level, often bypassing several filters as the information television provides streams into our living rooms. Print media lags and becomes increasingly visual - the bright colors and pictures of USA Today contrast the stark factual spreads of the Wall Street Journal. Television becomes an emotionally charged and urgent medium when the viewers can hear voice intonation and see facial features accompanying by the minute at the scene events. The figures at the fore of these transmissions are the television newscasters, familiar names such as Jennings, Brokaw and Rather, persons who have held the public's trust for two, perhaps three generations of viewers. I hope to explain the connection I see between television technology, public opinion, and foreign policy. I believe that technological factors such as television have disseminated more power to the masses in terms of the ability to receive information, but also has given power to those who relay it, namely anchor persons. I also take into account the role of the media in times of crisis, which is commonly to simply relay government information and policy instead of being a watchdog of it. Briefly summarizing author Bethami Dobkin, in terms of terrorism, television media reinforces government frameworks and rhetoric, and conveys them in a fast, but at the same time intensely personal way. The results increased popularity rating for Presidents. "The public has rewarded those presidents who have taken action and have seized center stage... ...rmation is national security. Obviously, journalists should not endanger lives to publish where the Navy SEALS will be landing. Television technology and its representatives do play a crucial role in this recent terrorist event. In one sense, we are more informed about happenings, but we are forced to see it through an unchallenged framework; one that prescribes drastic actions that many people are reticent to fully commit to before further exploration is done. Simultaneously, many people are prepared to take action after seeing the immediacy and size of the matter firsthand on television. Works Cited O'Neill, Michael J. Terrorist Spectaculars: Should TV Coverage Be Curbed? New York: Prirority Press Publications, 1986. Dobkin, Bethami A. Tales of Terror: Television News and the Construction of the Terrorist Threat. New York: Praegar Publishers, 1992.