Effect of Temperature on Enzyme Activity

Investigating the Effect of Temperature on Enzyme Activity Almost all chemical reactions that occur in living organisms are catalyzed by enzymes. Many factors in a cell’s environment affect the action of an enzyme. In this investigation, you will design an experiment to determine the effect of temperature on an enzyme-catalyzed reaction. You will complete an entire lab write-up using the CHS LAB REPORT FORMAT. Fundamental Question How does temperature affect the rate of an enzyme-catalyzed reaction?Materials †¢Raw liver†¢Forceps †¢Petri dish†¢Labeling tape and pen †¢Dropper pipette†¢Ice bath †¢0. 1% hydrogen peroxide solution†¢3 thermometers †¢Liver puree†¢Warm-water bath †¢25-mL graduated cylinder†¢Clock or watch with second hand †¢5 50-mL beakers†¢Paper towels †¢Filter-paper disks Part A: Observe the Catalase Reaction 1. Put on apron and safety goggles. Use forceps to place a small piece of raw liver in an open petri dish. Use a dropper pipette to put a drop of hydrogen peroxide solution on the liver.CAUTION: Hydrogen peroxide can be irritating to skin and eyes. If you spill any on yourself or your clothes, wash it off immediately and tell your teacher. Observe what happens. RECORD in notebook. Liver contains the enzyme catalase, which breaks down hydrogen peroxide (H2O2) to water (H2O) and oxygen gas (O2). When hydrogen peroxide is broken down by catalase, bubbles of oxygen gas are released. 2. With your teacher’s guidance, select the proper equipment and technology to measure catalase activity—a filter-paper disk. . To measure the activity of catalase, use a graduated cylinder to place 25 mL of hydrogen peroxide solution in a 50-mL beaker. 4. Use forceps to dip a filter-paper disk in liver puree. Place the filter-paper disk on a paper towel for 4 seconds to remove any excess liquid. 5. Use the forceps to place the filter-paper disk at the bottom of the beaker of hydrogen peroxide solution. Observe the filter-paper disk, and record the number of seconds it takes to float to the top of the liquid.RECORD in notebook. Part B: Design an Experiment 1. Use your observation and knowledge to develop a TESTABLE QUESTION and about how temperature will affect the rate at which catalase breaks down hydrogen peroxide. RECORD in notebook : TQ in When†¦Will format; 2. Write a BACKGROUND section of the lab by doing some research about enzymes. Use part A of this lab, and the information in section 2-4 of the textbook to help you write this.Be sure to include the Biological significance (why does it matter how enzymes function; why is it essential to rid the cell of H2O2; why is enzyme specificity important to the speed of the reaction), the Content of the class (what is the enzymatic reaction; what are the products, reactants, and enzymes involved in the chemical reaction; what do you expect to happen to the speed of the reaction when temperature is ma nipulated; what do enzymes do in chemical reactions), and the Link to this lab (how will you test this in lab; what are the mv, rv, and cvs in the lab).RECORD in notebook in paragraph format. 3. Write a HYPOTHESIS to include your prediction of what will happen in the lab. RECORD in notebook: HYP in IF†¦THEN†¦BECAUSE format. 4. Design an experiment to test your hypothesis. Your experimental plan should include PROTOCOL (materials and procedure in pictures) as well as any appropriate controls and replications (repetitions). Be sure to identify all manipulated, responding, and controlled variables in your experimental plan. Include any necessary safety precautions and safety equipment in your plan. . As you plan your investigative procedures, refer to the Lab Tips box on p. 55 of your textbook for information on demonstrating safe practices, making wise choices in the use of materials, and selecting equipment and technology. 6. Construct a DATA table similar to the one below in which to record the results of your experiment. Perform you experiment ONLY after you have obtained your teacher’s approval of your plan. RECORD data in your notebook. Data Table Temperature (oC)Time (seconds)Observations Trial 1Trial2Trial3Control Temperature: 7. Make a graph of the results of your experiment. Plot temperature on the x-axis and the variable by which you measured catalase activity on the y-axis. RECORD the graph in your notebook under the ANALYSIS section. Explain this graph. 8. Make a graph of class results in the ANALYSIS section. Explain this graph. In addition to your graph, write the rest of the ANALYSIS section of the lab, using the CHS LAB REPORT FORMAT. Include the following in your notebook: Explain what should have happened Identify what should have happened including the relationship between the time it takes the disk to float to the top and the amount of catalase activity; the optimal temperature for the enzyme; the shape change of enzymes when not in homeostasis and how that changes the effectiveness of the enzyme. Explain what actually happened †¢Summarize data Explain why these results occurred by incorporating background information †¢Again, use the information from the background section (enzyme structure, enzyme function, homeostasis, temperature, pH, etc) to explain the actual results.Compare actual to expected results (describe and explain similarities and differences—use numbers) Use simple statistics to explain data †¢Be sure to use both extremes represented (coldest, hottest, fastest, slowest) and be sure to use averages (group and class) calculate percent change if appropriate State likely human errors and how these affected the data †¢What did go wrong, what could’ve gone wrong, explain Explain how the experiment could’ve been done differently †¢Did this lab protocol actually test the testable question? Were the controlled variables actually controlled? †¢Wha t could’ve been controlled better? †¢Was the experimental control actually controlled? 9. Write a CONCLUSION for the lab, again referring to the CHS format. RECORD in your notebook and be sure to include the following: †¢Re-state the hypothesis and indicate whether it was supported or rejected †¢Did this protocol answer the fundamental question? †¢What controlled variable(s) could be changed to better answer the fundamental question? (Describe at least two different ones)

“The King of Torts” by John Grisham

Clay Carter is a public defender doing boring, low-paid, through which every beginning lawyer is to go through. Carter has been there for too long, and this job does not bode anything to Carter†¦ up to the point, when he takes up the case of Tequila Watson, a 20-year-old youth who has committed a murder seemingly without any reasons†¦ Up to the point, when Carter realizes that beneath a hackneyed case there is a real case, which is difficult and dangerous, boding a huge amount of money. This case can become the start of a dazzling legal career – if Carter takes the risk and stakes his all†¦This is the entanglement of the legal suspense thriller â€Å"The King of Torts† (2003) by John Grisham. The novel has a fast-pace and dynamic plot, which takes Carter from the mundane post of public defendant to the pecuniary cream of the society. John Grisham, a former lawyer and now a successful novelist, is known for his penetrating insights into the American legal system, made in his numerous earlier novels like â€Å"A Time to Kill†(1989) and â€Å"Runaway Jury† (1996).This time Grisham takes on the â€Å"torts†, lawyers who lead suits against large corporations in the name of many people, who suffered from the actions or products of this company; the attorney receives a considerable percent from all payouts of all plaintiffs and his payout can be measured in billions. As Clay Carter engages into the case of Tequila Watson, he discovers an enormous conspiracy, where the big pharmaceutical company is involved. Tempted by the mysterious stranger Max, he plunges into tort business and is soon dubbed â€Å"king of torts† for his success.He starts leading a luxurious life, living in a luxurious house and driving a black Porsche; however, everything has its price. The price of success for Carter is his moral and professional principles, which he eagerly sells in exchange for fame and fortune.In this novel, Grisham makes a grim commentary on the American legal system, which has turned into a machine for earning money for attorneys. Apart from the exciting plot, the most gripping suspense lies in the attitude of the reader to the protagonist. Carter is evidently degrading, but will the reader find â€Å"extenuating circumstances† to justify him or at least to understand his downfall? This is a question, which you can answer only after turning the last page of this gripping thriller.ReferencesGrisham, J. (2003). The King of Torts. New York: Doubleday.

Unit Three Critical Discussion Blog Assignment Example | Topics and Well Written Essays - 250 words

Unit Three Critical Discussion Blog - Assignment Example The word rendition means to carry or take something somewhere (with a slightly sinister echo of the word â€Å"render† or reduce and recycle a dead animal). The term as a whole is very abstract. There is no real nonverbal communication in the use of this term, but the body language of people who frequently use it suggests they are hiding something. As is suggested in Chapter 10, the delivery of meaning is very important: if your euphemism is as bad as this one, your body language may suggest you are being dishonest. People should be honest about what they mean. They could say something like international arrest, or extrajudicial arrest, if they want to be more ethical. As the textbook suggests, it is not ethical for members of government to try to hide the truth from citizens by using euphemisms. Another similar euphemism is Enhanced Interrogation Techniques when people mean

The Payroll and Personnel Cycle Assignment Example | Topics and Well Written Essays - 750 words

The Payroll and Personnel Cycle - Assignment Example many steps involved, the organization of time cards and distribution of salaried management; this must be handles for each department within the company. They also, must attend to the necessary taxes and make certain that those numbers are properly reported to the correct government agencies. They must update these reports as they go and incorporate and update ledgers. This process must be completed for each and every pay period within a company. The payroll and personnel cycle is one that, often, requires diligent monitoring because it is a point where fraudulent acts from within the company can occur. When auditing this portion of the accounting cycle they, primarily, focus upon finding verification that their account balances are accurate and â€Å"fairly stated† in accordance with current accepted accounting principles.(Arens, Elder, and Beasely 3) In order to avoid fraud and any misinterpretations it is suggested that those responsible for the information have proper sepa ration of duties, that numbers are confirmed multiple times, correct adherence to the use of appropriate documents, and regular, physical, control over all assets and records. Ideally, these â€Å"internal control† measures will help to prevent the possibility, let alone the success of fraud, within the payroll and personnel portion of the accounting cycle. (Arens, Elder, and Beasely 16) However, it has, also, been said that the cycles of accounting and the differentiation of steps is the product of the manual accounting process that has been practiced for decades, practices that require individuals to do the steps completely by hand, entering the amounts into journals or ledgers, practices that are presently obsolete. Much of the purpose of the steps in the accounting cycle was invented to... As the essay discusses  the cycles of accounting and the differentiation of steps is the product of the manual accounting process that has been practiced for decades, practices that require individuals to do the steps completely by hand, entering the amounts into journals or ledgers, practices that are presently obsolete. Much of the purpose of the steps in the accounting cycle was invented to simplify the process for the people involved in performing them. These are simplifications that modern technology does not need. Today most companies use accounting software that is capable of calculating and organizing the numbers much more efficiently and simultaneously providing balances and adjustments.According to the study findings  not only is the software more expeditious, more efficient, and provides a lesser margin of human error, but it, also, meets the desires of many businesses to â€Å"Go Green.†Ã‚   Many of the software will allow businesses to engage in a â€Å"paper less accounting.†Ã‚   The transfer from human to software accounting is that the traditional payroll cycle is one with a great deal of paper documents, like paychecks, reports, and receipts, that are highly confidential; The paperless route allows for decreasing the likelihood that any unauthorized individuals could have access to private information they should not be privy to.  The movement towards more automation and technology within companies will increase, and accounting software may very well be the financial solution for maintaining and organizing company finances.

Women and poverty Research Paper Example | Topics and Well Written Essays - 1250 words

Women and poverty - Research Paper Example The United Nations in its recent measurement of poverty levels in societies has defined poverty as a condition in which people live in less than one dollar in a day. Coulter (24) defined poverty as the nature in which certain individuals or groups of people in the society are deprived of resources and are denied opportunities to improve their lives. Poverty is the lack of basic needs by people such as food, clothing, and shelter. Poverty in women therefore, is the lack of the basic needs by women that are essential for them to live good lives. The lack of opportunities as well as women’s inability to live long, healthy and creative lives indicates that they face a poverty problem. They do not have the choice to live according to their own wish and standards since they cannot afford the necessities. Additionally, the lack of freedom and failure to live according to their desires takes away their dignity, making the society down look upon them. The biological and sociological pr ocesses that affect both men and women have varying effects on the two genders, affecting each one of them in their own unique way. While these differences positively affect men, women on the other hand are negatively affected. The gap even becomes bigger in areas with minimal legislations that focus on women development. Social structures and roles assigned to women and men by the society too affect their poverty levels. The cultural expectation of men to be the providers of their families makes the society give them more opportunities. Paper Outline 1. Feminization of poverty 2. Nature and extent of poverty in women 3. Causes of poverty among women (a) Wage gap between men and women (b) Low salaries among women (c) Lack of job opportunities for women (d) Inequality in distribution of resources (e) Social exclusion of women by the society (f) Lack of credit and loan facilities for women (g) Negative effects of credit (h) Traditional beliefs and practices (i) Poor farming methods (j ) Poor legislations 4. Conclusion and Recommendations In conclusion, poverty in women is real and women are suffering from lack of opportunities and enough income to sustain decent lifestyles. This has resulted to feminization of poverty, which is an association of women with poverty. The factors that contribute to the high poverty levels among women are both social and legislative related. High wage gaps between men and women, low salaries, lack of job opportunities, inequality in distribution of resources, social exclusion of women by the society, lack of credit and loan facilities for women, negative effects of credit, traditional beliefs and practices, poor farming methods for women, working in agriculture and poor legislations all contribute to the women’s poverty levels. Annotated bibliography Townson, Monica. A Report Card on Women and Poverty, The Canadian Centre for Policy Alternatives, 2000. Web. 29 May 2013 In the paper, â€Å"A Report Card on Women and Povertyâ⠂¬ , Townson gives a clear analysis of the different causal factors of escalated levels of poverty among Canadian women. Feminization of poverty as she points out is by its construction a societal and legislative concern. From her study, she explores the various contributing factors to the high poverty levels among women in the Canadian society. Townson believes that women have unjustly been associated with poverty, tracing the issue of women poverty to a historical point of view. This problem as she observes has been around the society for a long time. According to her, the biggest contributing factor to escalating poverty levels among women in Canada is the huge wage gap between me

Popular Culture in the Middle East Class Essay Example | Topics and Well Written Essays - 1250 words

Popular Culture in the Middle East Class - Essay Example Government occupies a crucial position in our daily life endeavors. Indeed, the government defines the condition of our society since it resides with the control and supervisory power. Particularly, any government has a role of managing the country’s people and resources. Consequently, the government designs the scheme that will protect people’s interest and forester peaceful interactions among the citizens. Managing people is a complex multifaceted procedure that demands critical and rational mind since individuals will always present assorted interests and traits. Apparently, some individuals depict ill interest and traits that pose risks to the society. Builds a role for the government entrusting it with the responsibility of ensuring a monitored environment by the spelling regulations. Importantly, the authority has a role of providing guidance to the citizens. Since governments are entrusted with leadership as its prime duty, the body should be capable of availing proper guidance and clarifications where the need arises. Notably, this guidance ought to be justified since citizens expect genuine solutions and representations out of their government. However, compromised governance may misuse these opportunities to impose irrational values in the society. This poses challenges to the role of government in safeguarding the people and their interest since such practices contravenes with principles of good governance (Meier 29). Surprisingly, such governments adopt tactical schemes hence making it difficult for the society to realize their ill practices. Besides managing people, the administration has a role of organizing the country’s property or resources. Apparently, life demands material support hence there arises the concern of managing these resources since they determine our wellbeing. The administrators hence has a role of

MIS - Global Projects Research Paper Example | Topics and Well Written Essays - 750 words

MIS - Global Projects - Research Paper Example Oracle Corporation is ranked at position three in terms of earnings in the global software industry. The most common software products from the company include its supply chain management, customer relationship management, and enterprise resource planning software (Monk and Wagner, 2012). SAPAG is a German multinational company that is considered among the largest software companies in the World. The company mainly specialises in creating software solutions that help companies run their core functions in a much better and efficient manner. The company is revered for its enterprise resource planning software, the SAP business warehouse, the SAP business object software, and the SAP HANA (Monk and Wagner, 2012). Considering that Dual-Tech Inc specialises in the distribution and selling of electrical appliances it means that it is more likely to handle contracts and projects that are based in overseas markets and therefore, the business in general and the management team will need certain business software applications in order to smoothly run their global projects. One of the business considerations that Dual Tech’s CIO would take into consideration while deciding between Oracle and SAP solutions for global projects is the cost associated with each solution. Since businesses are inclined towards, reducing cost whilst maximizing profits it is widely expected that the management would advocate for cheaper solutions. In the survey conducted by Krigsman (2012) it was noted that SAP solutions are usually expensive and hence the reason why despite being frequently short listed in most tenders compared to Oracle and Microsoft dynamics they are rarely chosen by the buyers. Therefore, SAP will be costly to Dual-Tech Inc but the CIO will make his selection considering other factors as well. The management will consider the usability of the two software solutions or the

Analysis on British Airways Essay Example | Topics and Well Written Essays - 1000 words

Analysis on British Airways - Essay Example Political factors is another crucial issue that is considered by the company to ensure the country has a stable government as political arena usually has a great influence on consumer’s spending power and business regulation. Some of the political factors British Airways consider are the stability of the government, the influence of the government on taxation and position of the government on the marketing ethics. Since there are other competitors in the air transport industry, British Airways has taken into consideration that their customers have a high bargaining power. Due to this reason, they ensure that the fare rates are friendly as their customers can always switch to purchase the substitute services from other airline companies. However, due to the high capital required to start an airline, British Airways is not under a very severe threat as compared to other business ventures that would require low capital to be started. On the other hand, the organization has to ens ure it spends heavily on advertising since there are a number of other companies offering the same services of air transport. For this case, it has to keep on advertising and offering competitive fare rates and other promotional activities to guarantee them that their services will continue prevailing in the market. Another factor that has guaranteed the services of British Airways that they will continue to prevail in the world market in their product services. They have ensured that the services are quality.... Since there are other competitors in the air transport industry, British airways has taken into consideration that their customers have a high bargaining power. Due to this reason they ensure that the fare rates are friendly as their customers can always switch to purchase the substitute services from other airline companies. However, due to the high capital required to start an airline, British airways is not under a very severe threat as compared to other business ventures that would require low capital to be started. On the other hand, the organization has to ensure it spends heavily on advertising since there are a number of other companies offering the same services of air transport. For this case, it has to keep on advertising and offering competitive fare rates and other promotion activities to guarantee them that their services will continue prevailing in the market. 1 Another factor that has guaranteed the services of British Airways that they will continue to prevail in the world market in their product services. They have ensure that they services are quality and their guarantee safety for their passengers. Being on of the oldest airline in the world, it has a brand name that has increased their goodwill in the market. British Airways do not operate on fixed rates on their fares through the years and for this case, they usually have seasonal pricing whereby they charge more during the peak season and low rates during low seasons. They also ensure that they charge reduced rates for customers who pay a return ticket unlike if one pays for one ways ticket and another one when returning which is expensive. 2 British Airways has ensured that their services are within the reach of their clients since they

Goodman Fielder's strategic market Essay Example | Topics and Well Written Essays - 750 words

Goodman Fielder's strategic market - Essay Example One of the major effects of globalization is the increasing demand for products to meet humanity's needs. This globalized environment is such that for companies to remain competitive they must remain vigilant in response to the changing nature of consumer needs. In regards to Goodman Fielder, these tenants hold penetratingly true, as they strive towards success with the development of a unique rice cracker. Prior research speaks to product demand in these regards. This is pivotal research as it involves product differentiation that creates customer loyalty and the product's overall market value. While product sales are a pivotal aspect of the intentions, developing customer loyalty through producing the product at the most advantageous juncture of quality and value is another core concern. The appendixes include estimates in regards to consumer preferences. These estimates are part of a study that utilizes consumers between ages 25-35. After establishing product differentiation, it's also necessary to consider that Goodman Fielder must remain consistently vigilant to ensure their continued market relevance. Ultimately, recommendations are advanced that explore the product's main value and the current market opportunities for incoming companies. These recommendations constitute the final device to gauge and ensure market success and product viability. In terms of Goodman Fielder, the market outlook is positive for their rice cracker product. Goodman Fielder has become one of the potential firms situated in the distribution of the commodities.

Argue that porn has changed sexuality today Research Paper

Argue that porn has changed sexuality today - Research Paper Example Studies concerning the impacts of pornography in the society focus on various outcomes including potential influences on sexual dysfunction, rape, and difficulties with sexual relationships among others. Individuals can easily access sexually explicit materials from the internet and the effect or influence of this is questionable. Today, exposure to pornography has left many sexually active and independent young women to engage in some sexual acts and do things that they do not want to do in bed which they later regret. According to many studies concerning this same topic, men were found to use sexually explicit materials from the internet as opposed to women. Indeed, watching pornography greatly affect individuals’ sexual behaviours which in turn influences their relationships negatively. Following an extensive research, this paper focuses on the relationship between pornography and sexual aggressiveness among individuals. Even though exposure to pornography has been associat ed with sexual violence and failing relationships, its contribution to sexual enhancement for some people should not be ignored. Individuals exposed to extreme pornographic images are more likely to become addicted or tolerant to such films and this in turn will affect their sexual response. Despite the presence of many studies conducted on this issue, there is still no clear evidence confirming that virtual pornographic images and films can make individuals become addicted to such acts. This is because addiction to porn sex or images influences individuals’ sexual experience in general making them to be sexually dysfunctional since the real sexual experiences do not arouse these addicts. In addition, most people using pornographic materials tend to fantasize about or imitate some of the scenes they have watched in these films in order to get aroused during sexual intercourse with their partners. Pornography is one common way through which

Philips Kotler Marketing Management Essay Example for Free

Philips Kotler Marketing Management Essay Analyzing Consumer Markets Since marketing starts from the customer, it is of primary importance to understand the psyche of the customers and their buying motives. This chapter talks about the various behavioural patterns that govern the decision making process of a customer. A marketer needs to understand these factors affecting the customer’s purchase decisions so as to design an appropriate marketing strategy. Factors affecting Consumer Buying Behaviour 1. Cultural Factors a. Culture Frames traditions, values, perceptions, preferences. E.g. Child learning from family surroundings. b. Sub-culture Provides more specific identification and socialization. Include nationalities, religions, racial groups and geographic regions. c. Social Class – Homogeneous and enduring divisions in a society which are hierarchically ordered. Members share similar tastes and behaviour. 2. Social Factors a. Reference Groups – Have direct or indirect influence on person’s attitude and behaviour. Primary groups: regular interaction, e.g. family, friends, neighbours. Secondary groups: religious, professional, trade union groups. Aspirational Groups: ones that a person hopes to join. Dissociative groups: whose values or behaviour and individual rejects. b. Family – Family of orientation: parents and siblings. Acquires orientation towards religion, politics and economics, sense of personal ambition, self worth and love. Family of procreation: spouse and children. More direct influence on buying behaviour. c. Roles and Status – Role consists of activities a person is expected to perform. Each role carries a status. Marketers must be aware of the status symbol of each product. Chapter 6 Analyzing Consumer Markets 3. Personal Factors a. Age and Stage in the Life Cycle – Tastes are age related. Markets should also consider critical life events or transitions. b. Occupation and Economic Circumstances – Economic Circumstances like spendable income, savings, assets, debts, borrowing power etc affect consumption patterns. c. Personality and Self Concept – Personality, set of distinguishing characteristics that influence his/her buying behaviour. Consumers match brand personality with their ideal self concept instead of their actual self concept. d. Lifestyle and Values 4. Psychological Factors a. Motivation: Freud’s theory of id, ego and super ego; Maslow’s need hierarchy theory; Herzberg’s two factor model. b. Perception: Process by which we select, organize and interpret information inputs. In marketing, perceptions are more important than reality. c. Learning – Induces changes in behaviour arising from experience. Marketers can build demand by associating the product with positive drives. d. Memory – Short term and long term memory. Build brand knowledge and brand recall as node in memory. Problem Recogniton Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behaviour The Buying Decision Process Problem Recognition Customer recognises a need triggered by internal or external stimuli. Marketers need to identify circumstances that trigger needs. Information Search Two levels of involvement – Heightened attention when person becomes more receptive to information about the product. At next level consumer may enter into active information search, looking for reading material, phoning friends etc. Evaluation of Alternatives Factors influencing a particular choice over the other include attitudes, beliefs and expectancy value. Purchase Decision Between purchase intention and purchase decision, 2 intervening factors come into play- Attitudes of others and Unanticipated situational factors. Marketers should understand that these factors provoke  risk and should provide information to reduce it. Post purchase Behaviour Marketers must monitor postpurchase satisfaction, postpurchase actions, and postpurchase product uses. Chapter 6 Analyzing Consumer Markets Trends Level of customer involvement Involvement Significant Insignificant Differences in Brands High Complex Buying Behaviour Low Variety Seeking Dissonance Reducing Habitual 1. Complex Buying Behaviour: When a customer purchases something for the first time. 2. Variety Seeking: Consumers will keep switching varieties just out of boredom. Eg- Biscuits. Marketer should keep introducing new products and display the product prominently. 3. Habitual: Buying the same thing out of habit and not out of loyalty. Distribution network should be excellent in this case. Maintain consistency in product and advertising. 4. Dissonance Reducing: In case of repeat purchase of same product.

Comparative Study on Consumption Patterns of Soft Drinks and Fruit Juices Essay Example for Free

Comparative Study on Consumption Patterns of Soft Drinks and Fruit Juices Essay A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to basic needs, beverages form part of the culture of human society. or any liquid suitable for drinking; may I take your beverage order? or A liquid to consume, usually excluding water; a drink. This may include tea, coffee, liquor, beer, milk, or soft drinks Types of beverage The various types of beverage are: †¢Alcoholic beverages †¢Non-Alcohol beverages †¢Soft drinks †¢Fruit juice †¢Hot beverages †¢Other 1. Alcoholic beverages. An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. Alcoholic beverages, such as wine, beer, and liquor have been part of human culture and development for 8,000 years. 2. Non-alcohol beverages Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer and wine but are made with less than . 5 percent alcohol by volume. The category includes drinks that have undergone an alcohol removal process such as non-alcoholic beers and de-alcohol zed wines. Non-alcoholic variants: †¢Low alcohol beer †¢Non-alcoholic wine †¢Sparkling cider 3. Soft drinks The name soft drink specifies a lack of alcohol by way of contrast to the term hard drink and the term drink, the latter of which is nominally neutral but often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit are among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners. 4. Fruit juice Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically squeezing or macerating fresh fruits or vegetables without the application of heat or solvents. For example,orange juice is the liquid extract of the fruit of the orange tree. Juice may be prepared in the home from fresh fruits and vegetables using variety of hand or electric juicers. Many commercial juices are filtered to remove fiber or pulp, but high pulp fresh orange juice is a popular beverage. Juice may be marketed inconcentrate form, sometimes frozen, requiring the user to add water to reconstitute the liquid back to its original state 5. Hot beverages Hot beverages, including infusions. Sometimes drunk chilled. ?Coffee-based beverages ?Cappuccino ?Coffee ?Espresso ?Cafe au lait ?Frappe ?Flavored coffees (mocha etc. ) ?Latte ?Hot chocolate ?Hot cider ?Mulled cider ?Tea-based beverages ?Flavored teas (chai etc. ) ?Green tea? Pearl milk tea ?Tea ?Herbal teas ?Yerba Mate ?Roasted grain beverages ?Sanka 6. Other Some substances may either be called food or drink, and accordingly be eaten with a spoon or drunk, depending on solid ingredients in it and on how thick it is, and on preference: †¢Soup †¢Yogurt OVERVIEW OF THE INDUSTRY The beverage market is worth $55 billion worldwide. The tides are turning for many beverage categories. While the carbonated soft drink and beer categories are merely treading water with flat sales, the energy drink category is surging ahead like never before. Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close behind with substantial sales increase- drinks without added sugar, no beer, along with developments in juice drinks and dairy-based drinks, are helping to turn around sales in these categories. What follows is a category-by-category look at the state of the beverage industry, including the top brands, new products, innovations and future trendsetters. In order to be successful in the marketplace, one has to think in terms of health innovation, flavor innovation, ingredient innovation and specific age groups. These are the factors that will shape the future of the beverage industry. â€Å"Today’s consumers are concerned with overall health and wellness. As a result, there is significant impact on food and beverage purchases. Many studies have shown that consumers are as concerned with good health as they are about maintaining a high quality of life. † Do you know what type of new beverage consumers are most likely to try? Do you know where they are most likely to pick those products up? Do you know why? Beverage Industry wanted to know the answers to these questions and to delve deeper into the ever-increasing number of new product launches in the beverage market. â€Å"The soft drink industry is training people to seek out new products, even the big guys are coming out with limited-edition flavors, and consumers are beginning to see that there is more flavor activity going on in the category. Whether that really nets anybody any sales gains is another thing, but it is teaching consumers to seek out and try new products. It’s also trying to create some excitement there. † In spite of several challenges and restrictions faced by this industry, it is a ‘roll’ like never before. Customer preferences may have shifted, but they are still always on the look out for a can of ‘coke’ or a new ‘flavored’ drink to quench their thirst. INDIAN BEVERAGE MARKET The size of the Indian food processing industry is around $ 65. 6 billion, including $20. 6 billion of value added products. Of this, the health beverage industry is valued at $230 million; bread and biscuits at $1. 7 billion; chocolates at $73 million and ice creams at $188 million. The size of the semi-processed/ready-to-eat food segment is over $1. 1 billion. Large biscuits confectionery units, Soya processing units and starch/glucose/sorbitol producing units have also come up, catering to domestic and international markets. The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea is popular in southern India, while loose tea in preferred in western India. The urban-rural split of the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tones or $87 million. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during off-season. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4. 9 million crates, which increases to 5. 2 million during peak season. RECENT ISSUES 1. Xtazy, another energy drink for the Indian market The Indian market for energy drinks was estimated recently to have a size of Rs 500 crore, about 90 million Euros. The market which is so far dominated by Red Bull, is attracting various new players which want to get a share in a growing business. One of the aspirants is Xtazy, an energy drink from the US. â€Å"Xtazy is the forth largest energy drink inthe US†, says Rohan Malhotra, Managing Director of R. M. Indian Liquor Pvt. Ltd. , the exclusive importer for Xtazy. Malhotra has launched Xtazy already in Eastern India, and was looking now for a distributor in the Delhi area, when FII spoke to him during IFE fair in Delhi recently. In order to take on Red Bull and get a share of 20% from their business, Malhotra wants to offer better conditions to distributors. â€Å"We provide a margin of 6-8% to a distributor, who thus can earn about Rs 6 a can†, Malhotra says. â€Å" This is more than what Red Bull offers which is only about 2 – 3 Rs per can. † Xtazy is available in cans of 350 ml, thus more than the usual 250 ml of other energy drinks, and will be priced with a MRP of Rs 85. Four variants are offered, Cranberry Blast, Sugar Free Passion Fruit-Pineapple, Orange Blast and Lime Blast. Malhotra has planned several marketing measures to promote Xtazy, like PoS actions, coupons and direct marketing in a first round, and night parties in a second round. In marketing communication, he is highlighting not only the variants, but also health effects as the USPs of Xtazy, which are derived from ancient herbs used in the drink like gingko and guarana. The extract of gingko biloba leaf has been shown to dilate blood vessels and has the ability to increase peripheral blood circulation, especially to the brain, the company writes in a leaflet. Guarana from Brasil would serve to promote weight loss by increasing the metabolic rate and reducing the appetite. Besides the US, Malhotra says, Xtazy would be marketed also in Israel, Ukraine and in Turkey and would soon be launched in China. 2. Australia-based Aromas launches first coffee store in India. Australia-based Aromas, one of the leading coffee chain shops, launched its first cafe outlet in India at Hiranandani, Powai, and Mumbai. The company also tied up with Ideal Hospitality Private Ltd (IHPL), which would own the brand in the country and south-east Asia. Jayant Mahiskar, chairman and MD, IHPL, said, Aromas is being launched keeping in mind the true coffee connoisseurs. We aim at targeting the youth and corporate at our outlets and Powai with a mix of residential and office complexes was a natural choice. The coffee has been created from selection of the original beans and blended to suit all tastes. Aromas ensures freshness and fullness of flavor. According to the agreement with Aromas, IHPL will pay about 1. 5% of the gross revenue earned. Further, the company has decided to invest about Rs. 50-75 crore in the next three years to expand its footprint with 99 outlets in India. 3. China rejects Coke bid to take-over major juice maker China has rejected Coca-Colas $2. 5 billion bid to buy a major Chinese juice maker. The purchase of Huiyuan Juice Group Ltd would have been the biggest foreign acquisition of a Chinese company to date. The proposed purchase was rejected on anti-monopoly grounds, the Chinese commerce ministry announced on its website. Coca-Colas bid in September prompted an outcry by nationalists who urged the government to bar foreigners from acquiring one of Chinas most successful homegrown brands. Rival juice producers warned that the acquisition would give Coca-Cola too dominant a position in Chinas beverage market. A Coca-Cola spokesman in Hong Kong learned of the rejection of the sale had no immediate comment. Huiyuans founders and major shareholders already had endorsed the sale. If Coke were to take over Huiyuan, it will dominate the soft drinks market in China, which not only hurts consumers, but also other sector participants. Huiyuan controls more than a tenth of the Chinese fruit and vegetable juice market that grew 15% last year to $2 billion. Coca-Cola has a 9. 7% share and dominates in diluted juices. According to analysts Chinas ruling on Coke could cut both ways in that Chinese firms that have been making increasingly high profile acquisitions abroad may run into trouble of their own. 4. Pepsis Slice kicks off the new season with Aamsutra PepsiCos popular mango juice drink brand- Slice kicks off the 2009 season with its new Aamsutra concept. According to Homi Battiwalla, business head, juice juice drinks, PepsiCo India, Slice had seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been appreciated by consumers. Aamsutra has driven strong disruption in the juice and juice drink category. All of this has made Slice the fastest growing mango drink brand in the country. South India is the lead market for mango drinks in the country. Andhra Pradesh is the biggest mango market and also the fastest growing market for Slice and mango drinks in the country. Tamil Nadu is amongst the top three states and Slice is the market-leader in Tamil Nadu, he added Pepsi has now opted for a new brand ambassador, Katrina Kaif. The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. Last years commercial was about enumerating the principles of Aamsutra or the art of experiencing pure mango pleasure with the new Slice. This year, the commercial portrays the next level to bring alive the mango indulgence, stated Hari Krishnan, Vice President, JWT. The company has now opted for a 360 multimedia campaigns involving digital, print, radio, impact outdoors and sampling in core markets. 5. Parle Agro launches lemon flavoured drink LMN Parle Agro, one of the leading food beverage companies in India, has launched a new fruit-based lemon drink LMN in the non-carbonated segment. The new brand is a natural lemon juice drink and the only brand in India with a taste closest to home made, fresh lime water (Nimbu pani). According to the company, LMN will offer consumers a healthy, refreshing drink with the goodness of vitamin C. Every summer, the Indian beverage market has seen cola majors battle it out. This summer, the launch of LMN will see the cola wars taking a back seat and the battle spilling over to the non-cola segment, to be more precise in the nimbu paani category. PepsiCo India last week launched a nimbu pani drink, Nimbooz, under the 7Up brand On the occasion of LMNs launch, Nadia Chauhan, joint managing director and CMO, Parle Agro, said, Nimbu pani has traditionally been Indias most commonly consumed cold beverage. In fact the idea of a branded lemon drink is so simple that you would wonder why nobody thought of it earlier. The challenge for us was packaging a natural product while retaining its fresh, original taste throughout its shelf life. LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5, Rs 10 and Rs 23 respectively. The company aims to touch a turnover of Rs 3000-3500 crore by 2011. The company will target both (youth and adult) segments of consumers to turn them into branded consumers of nimbu pani. Besides this LMN will also target an emerging segment of consumers who are looking for a healthy and refreshing beverage in the country. For the last 20 years, Parle Agro has been the market leader in fruit based beverages, we have constantly worked keeping in mind Indian preferences while formulating products that cater to the Indian palate. It is without any doubt that only an Indian company can understand what real nimbu pani tastes like and what the Indian consumer wants in a packaged offering, Chauhan added. Further, the company claims that packaged nimbu pani will have tremendous growth potential, higher than other packaged drinks mainly because of a major shift in consumer behavior. Today, the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and year-round availability. The name LMN is derived from the SMS version of the word lemon. Parle Agro also owns other fruit drink brands like Frooti, Appy Fizz and packaged drinking water, Bailey. 6. PepsiCo launches Nimbooz, packaged lemon juice with no fizz and artificial flavours. PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The home-made nimbu paani or lime juice has been specially created to suit Indian tastes. The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs. The drink offers great value to consumers in three packaging formats of 200 ml returnable glass bottles (RGB), 350 ml PET and 200 ml Tetra attractively priced at Rs 10, Rs 15 and Rs 10, respectively. According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, Nimbooz, is specially developed to suit Indian tastes and preferences. Nimbooz is an affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect, stated Ms Alpana Titus, Executive VP-Flavours, PepsiCo India. PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. Aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country. A special Nimbooz Highway Gadi has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education. 7. Coke launches fruit-flavoured Fanta Apple nationally After successfully introducing it in southern markets last year, Coca-Cola India has launched its fruit-flavoured soft drink Fanta Apple nationally. The product is available in 200 ml and 300 ml returnable glass bottles and also in 500 ml PET pack priced at Rs 8, Rs 10 and Rs 22 respectively. During the Fanta Apple launch in October 2008, Venkatesh Kini, marketing vice-president, Coca-Cola India, said that the company had planned to reach about 3. 5 lakh customers with sample apple flavoured drink to extend its market leadership in the fruit flavoured segment in Andhra Pradesh and Tamil Nadu. As per consumer research, we have found that after orange, apple is the most preferred fruit in the country and Fanta Apple has been developed specially for the Indian palate, Kini said on Monday. According to experts, the nationwide launch of Fanta Apple is a part of the companys $250 million business plan for the country. Fanta Apple is the second flavour after Fanta Orange under Fanta brand of the company. We have had an excellent response down south with a reused value to the drink and with the national launch of Fanta Apple, we are stepping stones to extend Coca Cola Indias market leadership in the fruit-flavoured sparkling drink segment, Kini added. The company has also announced Bollywood actress Genelia DSouza as the new brand ambassador of the Fanta brand. According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta, Sprite and Thums Up. STUDY OF GROWTH OF SOFT DRINK MARKET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drin. †¢Cola products account for nearly 61-62% of the total soft drinks market. †¢Two global majors’ Pepsi and coke dominate the soft drink market. †¢NCAER survey says 91% of soft drink in the country is in the lower, lower middle and upper middle class people. †¢The market is worth around Rs. 5000 crores with growth rate of around 10-15%. †¢The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles in the U. S. †¢The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230 million bottles in 1999-2000 industry source. †¢Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected. MAJOR PLAYERS IN SOFT DRINKS SEGMENT COCA COLA: thanda matlab coca cola!!! Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world. In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its departure. Coca cola has made its return to the country in 1993. and made significant investment to ensure that the beverage is available to more and more people in remote as well as inaccessible parts of the world. Coca cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong association with cricket, the thriving cinema industry, music etc. coca cola has been very strongly associated with cricket, sponsoring the world cup in 1996. In 2002, coca cola launched the campaign,†Thanda Matlab coca cola†. in 2003,coke was available for just rs,5 crores in the country. FANTA : GHOONTH BHAR SHARARAT KAR LEY!!! Fanta entered the Indian market in year 1996 under the coca cola brand . over the years, Fanta has occupied a strong market place and is identified as â€Å"the fun catalyst†. Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. LIMCA: LIME AND LEMONI!!! Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over three decades. The brand has been displaying healthy volume growing year on year and limca continues to be leading flavoring soft drinks in the country. Dive into the zingy refreshment of limca and walk away a new person. SPIRITE: SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!! World wide sprite ranked as no. 4 soft drink and is sold in more than 190 countries In India, sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, leading clear lime category. Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust their instincts, influence them to be true who they are and to obey their thirst. THUMS UP: TASTE THE THUNDER!!! Strong cola taste, exciting personality. Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, thums up was acquired by the coca cola company in 1993. Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the man from the boys. MAAZA: YAARI DOSTI TAAZA MAAZA!!! Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently dominates the fruit drink category. Over the years, maaza has become synonymous with mango. â€Å"Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam†. consumers regard maaza as wholesome, natural, fun loving drink real experience of fruit. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in tagline, â€Å"yaari dosti, and taaza maaza†. PEPSI: YEH DIL MAANGE MORE!!! Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890’s in North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years. †¢Diet Pepsi †¢Crystal Pepsi †¢Pepsi twist †¢Pepsi max †¢Pepsi samba †¢Pepsi blue †¢Pepsi gold †¢Pepsi holiday spice †¢Pepsi jazz †¢Pepsi x(available in Finland brazil) †¢Pepsi next(available in Japan south Korea) STUDY OF GROWTH OF FRUIT DRINK MARKET FRUIT JUICES Branded fruit juice market in India holds an immense potential. Usually confused and considered synonymous with non-aerated drinks, fruit pulps, juices and squash are high sugar beverages, which are centrifuged and filtered to give a semi- clear appearance. In the past, this sector enjoyed an excise exemption, keeping cost at minimal. However the withdrawal of exemption has inflated costs and can affect growth, with dramatic change possible on reintroduction of excise exemption. MARKET †¢The organized fruit beverage market is estimated at Rs. 500 crores market. (Nectars, drinks and juices combined). †¢The market has grown at a 20% to 25% rate. †¢Of this, more expensive juices segment has grown at rate of 40%this year. It accounted for only 15% of the fruit beverage 3 years back. †¢In –home consumption of juices has gone up from 30%, three years back to 80%today. †¢Mango based drinks account for two thirds of fruit drinks industry. MAJOR PLAYERS IN THE FRUIT DRINK SEGMENT DABUR REAL Dabur’s flagship brand real fruit juice is a market leader in packaged fruit juice category. Real was launched in 1996 and the brand has carved a niche for itself by claiming to be the only fruit juice in packaged form . i. e. 100%preservative free. Real, with market share of 57% comes in nine flavors: †¢Orange †¢Mango †¢Pineapple †¢Mix fruit †¢Grape †¢Guava †¢Litchi †¢Tomato †¢Cranberry Real Active is 100%fruit juice with no added sugar and is available in following variants: †¢Orange †¢Apple †¢Orange- carrot GODREJ The food division of godrej industry produces and market fruit drinks, fruit nectar and sofit soymilk. Godrej’s brand JUMPIN comes in the following flavor: †¢Mango †¢Pineapple †¢Apple †¢Litchi †¢Orange Godrej’s x’s is a range of fruit nectar with more fruits. It’s available in following flavors: †¢Orange †¢Apple †¢Grape PEPSI’S TROPICANA. Tropicana brand fruit juice enjoys a market share of 25% and has registered a double digit growth and has outpaced the growth of fruit juice market in India. It is available in following flavors: †¢Orange †¢Apple †¢Grape †¢Cranberry LEH BERRY It is a product from Ladakh Foods. Its first fruit juice in Delhi and its selling it in the more affluent parts of town. It enjoys a market share of 4% and is available in a variety of flavors: †¢Pineapple †¢Apple †¢Mixed fruit †¢Orange †¢Blackcurrant †¢Mango †¢Guava PARLE’S FROOTI and APPY Frooti was launched back in 1985 and enjoys market dominance with 85% of market share. Parle’s Agro’s APPY, in 1996 had a market share of 5% in the fruit drink segment; in 2003 its new variant-APPY FIZZ was launched. RESEARCH METHODOLOGY METHODOLOGY Every project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis. According to Clifford Woody, â€Å"Research Methodology comprises of defining redefining problems, collecting, organizing evaluating data, making deductions researching to conclusions. † Accordingly, the methodology used in the project is as follows: Defining the objectives of the study Framing of questionnaire keeping objectives in mind (considering the objectives) Feedback from the respondents Analysis of feedback Conclusion, findings and suggestions. PURPOSE OF THE STUDY The main aim of this research study is to analyze the preference of people (of different age groups) on consumption patterns of Soft Drinks and Fruit Juices. OBJECTIVE OF THE STUDY †¢To study the preferences of the people for soft drinks and fruit juices. †¢To find out the factor(s) that influences the consumer’s consumption of soft drinks and fruit juices. †¢To test the know-how of the consumers regarding the various existing brands of soft drinks and fruit juices. †¢To explore the next best beverage after soft drinks and fruit juices. †¢To find out how the beverage is positioned in the mind of the consumers. SCOPE OF THE STUDY †¢This study is confined to the North West Delhi region covering areas of Paschim Vihar, Pitam Pura, Rohini area, Punjabi Bagh. †¢Seasonal drinks are not considered in the study. †¢We are considering only canned juices. †¢We are not considering water alcoholic drinks. RESEARCH DESIGN A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem. On the basis of fundamental objectives of the research we can classify research design into two general types: EXPLORATORY RESEARCH CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehension of, the problem situation confronting the researcher. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types:- †¢Descriptive †¢Experimental The research design used in this project is a DESCRIPTIVE DESIGN. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product use the varies with income, age, etc. SAMPLING TECHNIQUE USED: This research has used convenience sampling technique. 1) Convenience sampling technique: Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. SELECTION OF SAMPLE SIZE: For the study, a sample size of 100 has been taken into consideration. SOURCES OF DATA COLLECTION: Research will be based on two sources: 1. Primary data 2. Secondary data 1) PRIMARY DATA: Questionnaire: Primary data was collected by preparing questionnaire and the people were randomly being requested to fill them. 2) SECONDARY DATA: Secondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a proper way. STATISTICAL TOOLS USED The main statistical tools used for the collection and analyses of data in this project are: †¢Questionnaire †¢Pie Charts †¢Bar Diagrams DATA ANALYSIS FINDINGS Q1. What do you prefer to drink? (Tick any 1) Particulars No. of RespondentsPercentage Soft Drinks5757% Fruit Juices4343% Total100100% Q2. Frequency of consumption of your preferred drink in a week? SOFT DRINKS Particulars No. of RespondentsPercentage. Daily2849% 2-6 times2340% Above 7611% Total57100% FRUIT JUICES Particulars No. of RespondentsPercentage Daily1023% 2-6 times3070% Above 737% Total43100% Q3. On what occasions, do you often consume the Soft Drinks? Particulars No. of RespondentsPercentage Feeling Thirsty1818% Parties / Celebrations4545% Without any reason (just like that)2525% Others1212% Total100100% Q4. On what occasions, do you often consume the Fruit Juices? Particulars No. of RespondentsPercentage Feeling Thirsty1717% Parties / Celebrations3232% Without any reason (just like that)2424% Others2727% Total100100% Q5. What induces you to buy Soft Drinks? Particulars No. of RespondentsPercentage Price with quantity3030% Health Drink 44% Status symbol 88% Taste3232% Variety2626% Total100100% Q6. What induces you to buy Fruit Juices? Particulars No. of RespondentsPercentage Price with quantity1313% Health Drink 4040% Status symbol 1515% Taste2222% Variety1010% Total100100% Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your mind? Particulars No. of RespondentsPercentage Coffee3030% Tea2525% Shakes(Milk/Ice cream/Fruit)88% Lassi1212% Sharbat2525% Total100100% Q8. How do you rate canned juices as compared to fresh juices? Particulars No. of RespondentsPercentage Equivalent to fresh juices 2424% Have artificial added flavor 3636% Healthy with preservatives 4040% Total100100% Q9. How do you view Soft Drinks? Particulars No. of RespondentsPercentage As a health drink44% As a status symbol88% As an aid to put off thirst5555% Any other3333% Total100100% Q10. How do you view Fruit Juices? Particulars No. of RespondentsPercentage As a health drink4040% As a status symbol1515% As an aid to put off thirst3232% Any other1313% Total100100% Q11. Do advertisements affect your purchases? Particulars No. of RespondentsPercentag.

Meanings of Health An Overview

Meanings of Health An Overview Definitions of health The concept of health means different things to different people. Early meanings of health Prior to World War II, health was viewed as the opposite to illness. If there was no evidence of disease or physical illness, we were considered health Any breakdown in the body system meant it was not healthy this view suggested if you were ill medicine, drugs and doctors could return you to a healthy state Using this approach health has some limitations too narrow and one dimensional disregards individuals with mental, social or spiritual illness e.g. a person may not be suffering a physical illness, but may be experiencing depression or emotional stress. World Health Organisation (WHO) definition of health Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity definition gave greater recognition to a more holistic concept of health complete suggests that you always have to have no problems with yourself at all times otherwise you are not considered healthy à ¯Ã†â€™Ã‚   unrealistic and unachievable Dimensions of Health Physical health is the wellness of the body and the absence of chronic pain or discomfort Social health is our ability to interact with other people in an interdependent and cooperative way Mental/emotional health is a state of well-being where we can realise our abilities, cope with the normal stresses of life, work productivity and make a contribution to the community Spiritual health relates to a sense of purpose and meaning in our life and to feeling connected with others and society Health is a result of complex interactions between each of the 4 dimensions. As one dimension improves, so too might another in an indirect way and vice versa. Relative and dynamic nature of health Health is dynamic and relative Dynamic health the health status of an individual is continually changing e.g. an individual go to bed feeling fine then wake up with the flu the next day Relative health the use of others to compare the health status of a particular person e.g. an individual decides that an elite sports person is healthier than their friend who is into tennis An individuals circumstances affect their health Our health status changes in relation to our circumstances. Factors that can impact on health status include: Heredity Experiences environmental factors Ability to make informed health decisions (SES) Opportunities to access health services (Location) Perceptions of Health Focuses on how health is regarded, understood and interpreted. It relates to peoples opinions of health and how these opinions are formed. Perception the way in which something is regarded, understood or interpreted Perceptions of our health Perceptions of their health how you understand health How you interpret your own health is affected by many things including: Our familys perception of health Our peers understanding of what health is and how to become it How health is portrayed in the media Our personal beliefs and preconceptions about life in general The value we place on health Our previous experiences related to health (fitness, sport, injury, illness, disease) Our environment (geographical location, access to health information and technology) Our level of health education Our perception of health will change during our life cycle INSERT TABLE Perceptions on the health of others The perceptions of the health of others is largely influenced by your view of health and what you know about the person. We tend to judge others very superficially based on our perception of their health. We may hold stereotypical beliefs about particular groups in the community and this may limit our ideas about their likely health status e.g. We may perceive a model as healthy however this is not considering all health dimensions Implications of different perceptions of health Individual level an individuals perception of their health can have a significant influence on their lifestyle choices and behaviours relating to health An accurate assessment of our level of health assists us to be proactive about our health and take appropriate action to address health concerns e.g. an individual who regularly drinks alcohol and recognises that their behaviour is having a detrimental effect on their health is more likely to stop drinking, limit their alcohol intake or seek professional help than someone who does not believe their alcohol consumption is causing them harm An incorrect or distorted assessment of our health status could lead to health behaviours that are likely to harm our overall health e.g. an individual perceiving themselves to be overweight when their weight fits within a healthy range which leads them to not eating Policy level different perceptions held by government, health professionals etc. may drive the health agenda for developing strategies and interventions this could influence policies relating to health education, budget expenditure on certain areas etc. Perceptions of health as social constructs A Social construct is a concept that recognises that people have different view based on their social circumstances and ways of seeing, interpreting, interrelating and interacting with their environment The recognition that individuals do not have complete control over their own health has contributed to the acceptance that health is a social construct. A persons health behaviours and health status are significantly determined by factors relating to the social, physical and cultural environment in which they live. Recognising health as a social construct helps us explain why some individuals or groups experience better or worse health than others. It also helps us understand why improving the health status of particular groups within the community can be a complex and prolonged process. Factors that are likely to play a role in our social construct of health: Socioeconomic status Geographical location Cultural background Gender Age Level of education Community values and expectations All these factors have an influence on: The expectations we form about our health potential The understanding we develop of what good health involves The ability we have to act on information and exert control over our own health our choices about whether we use health products and services and how they are used how we respond to challenges to our health and well-being Impact of the media, peers and family Media Investigate the trends in the health behaviours of young people Use textbook Pick 3 health behaviours substance use sexual and reproductive health food habits Identify protective and risk behaviours Sexual and reproductive health The health behaviours of young people relating to sexual activity have found to have both favourable and unfavourable trends in different areas of the behaviour. The sexual and reproductive health is a significant part of a young persons life as adolescence is a time where an individual may choose to begin participating in sexual activity. The Young Australians: their health and wellbeing 2008 report profile found that 42.5% of young people in Year 10 and Year 12 have had sexual intercourse and around 45% of the sexually active students reported having more than one sexual partner in the past 12 months and both of these numbers have increased significantly since the previous survey in 2002. As a result of a higher sexual activity rate there has been a rising number of STI contractions. The survey found that 99.8% of young people in Year 10 and 12 used a form of contraception at their most recent sexual encounter and this number is showing a favourable trend. However, there are rising rates of notifiable sexually transmissible infections among young people aged 12-24 years largely chlamydia, with 1045 per 100,000 having a STI and 945 per 100,000 being chlamydia. This shows that although young people are using contraceptive methods they may not be using barrier methods to prevent STIs. Substance use The health behaviours of young people relating to drug use Physical activity The health behaviours of young people relating to physical activity have found to have unfavourable trends. The NSW schools physical activity and nutrition survey (SPANS) 2010 found that there has been a significant decline in the physical activity level of high school students, with an exception to year 10 girls. Only 56% of surveyed students met the recommended guidelines in summer and just over 50% in winter. Another finding of the SPANS in relation to physical activity was the significant proportion of young people participating in in small screen recreation (SSR) where over 60% exceeded the recommended guideline of 2 hours on weekdays, with this increasing to 80% on weekends. This sedentary behaviour in young people will ultimately increase level of health related disease in the future.

The Link Between Dinosaurs and Birds :: Exploratory Essays Research Papers

The Link Between Dinosaurs and Birds There have been many recent discoveries pertaining to the finding of dinosaurs. However, there has never been a link between dinosaurs and birds at least not like this before. There has been a discovery in China of a remarkable dinosaur with birdlike feathers on its hind legs and tail including others places. A man by the name of Henry Gee has been researching this topic since 1996 and has come up with new discoveries. This four-winged dinosaur has fueled debate over evolution of airborne birds. This subject has re ignited debate over and over again about the origins of birds including feathers and their flights. The researchers believe that this bird has been around for about 124 to about 145 million years. Researchers also believe that these birdlike animals belong to a new species called Microraptor gui, a stem from the previous species Microraptor. The discovery of the fossil was found in the beds of Liaoning Province of the northeast China. They have seemed to measure 77cm long in diameter and lived in trees and survived by using here wing spanned to glide through branches. These birds use inter limb skin flaps to leap from branch to branch. It has been stirring up questions about which extinct reptiles do birds really belong to. â€Å"Microraptor gui: Researchers are keen to study its hip and shoulders†(Gee). Its been finally agreed upon that dinosaurs, due to recent discoveries, are closely related to birds through there common ancestry To be more specific they are related to small birds carnivores called dromaeodaurs. This group of reptiles includes such names as Tyrannosaurus and others; they are all called theropods. To make an even clearer link between the two, theropods had feathers much like the birds during their time of existence. Theropods are called bipeds; bipeds have long back legs adapted for running. This includes them trying to excape from their enemies using tactics that help them to quickly climb trees. This adds to the hypothesis that birds evolved from a two-legged runner. Also there wings added to there thrust in running and helped in the elementary flight of young birds when trying to excape from enemies. Further discovery suggests when young birds learn to fly it helps for them to just fall out of a tree and let gravity take its course.

Smallpox :: essays research papers

The Scourge of the World Nestled deep in the bowels of the Centers for Disease Control in Atlanta, Georgia, locked away in a blue and silver freezer lays what remains of humankind’s deadliest enemy. Neatly tucked away in a virology institute in Siberia, guarded twenty-four hours a day, lays it’s counterpart. No, not a man made weapon of mass destruction; just a natural born killer of man. This insatiable killer is known in the scientific community as the Variola Virus. To the layperson, it is called, smallpox. The smallpox virus first presented itself between three thousand and twelve thousand years ago, possibly in Egypt at the time of the Pharaohs (Preston44). There are two types of Variola virus, Variola Major and Variola Minor. Variola Minor is a mutated form of the Variola Major. Variola Minor was first discovered in Jamaica in 1863. Variola Minor is not the strain responsible for millions of deaths: only one percent of the people who contract Variola Minor die from the virus (Preston45). The classic virus, Variola Major is responsible for one in three deaths among the people who contract this form. The Variola virus has had more victims than any other infectious disease including the Black Death, in the Middle Ages (Preston44). Although â€Å"smallpox† was officially declared eradicated, by the World Health Organization, it is still a topic of great concern and controversy to many scientist and governments, and the virus is coveted by many terrorist organizations. The virus spreads through droplet infection, such as sneezing, or through contact with the dried scabs of a victim, or even their clothing. Patients infected with smallpox will often begin to show symptoms within nine to twelve days after exposure. The symptoms present themselves in an almost â€Å"flu† like state. Beginning with a high fever, back aches, chills, and headaches. The next stage of the disease produces a rash on the face, arms, legs, chest and back. In a few days, the rash turns to a blister-like pustule. In the following days, the virus attacks the eyes, lungs, throat, heart, and liver, which lead the patients’ to a painful death. If the infected person is lucky enough to live, through the disease, the victim is left scarred and permanently disfigured. Smallpox has been around for centuries, and spreads with alarming ease. The Spanish brought the disease to Mexico in the 1500’s where nearly three million Indians were infected and died (Buran). Smallpox :: essays research papers The Scourge of the World Nestled deep in the bowels of the Centers for Disease Control in Atlanta, Georgia, locked away in a blue and silver freezer lays what remains of humankind’s deadliest enemy. Neatly tucked away in a virology institute in Siberia, guarded twenty-four hours a day, lays it’s counterpart. No, not a man made weapon of mass destruction; just a natural born killer of man. This insatiable killer is known in the scientific community as the Variola Virus. To the layperson, it is called, smallpox. The smallpox virus first presented itself between three thousand and twelve thousand years ago, possibly in Egypt at the time of the Pharaohs (Preston44). There are two types of Variola virus, Variola Major and Variola Minor. Variola Minor is a mutated form of the Variola Major. Variola Minor was first discovered in Jamaica in 1863. Variola Minor is not the strain responsible for millions of deaths: only one percent of the people who contract Variola Minor die from the virus (Preston45). The classic virus, Variola Major is responsible for one in three deaths among the people who contract this form. The Variola virus has had more victims than any other infectious disease including the Black Death, in the Middle Ages (Preston44). Although â€Å"smallpox† was officially declared eradicated, by the World Health Organization, it is still a topic of great concern and controversy to many scientist and governments, and the virus is coveted by many terrorist organizations. The virus spreads through droplet infection, such as sneezing, or through contact with the dried scabs of a victim, or even their clothing. Patients infected with smallpox will often begin to show symptoms within nine to twelve days after exposure. The symptoms present themselves in an almost â€Å"flu† like state. Beginning with a high fever, back aches, chills, and headaches. The next stage of the disease produces a rash on the face, arms, legs, chest and back. In a few days, the rash turns to a blister-like pustule. In the following days, the virus attacks the eyes, lungs, throat, heart, and liver, which lead the patients’ to a painful death. If the infected person is lucky enough to live, through the disease, the victim is left scarred and permanently disfigured. Smallpox has been around for centuries, and spreads with alarming ease. The Spanish brought the disease to Mexico in the 1500’s where nearly three million Indians were infected and died (Buran).

Comparing Alienation in My Life to Frost’s Mending Wall and Melville’s

Comparing Alienation in My Life to Frost’s Mending Wall and Melville’s Bartleby, the Scrivener A mere cursory glance at my life suggests that my life has been free from alienation. While it is true that as a heterosexual Caucasian male growing up in a predominately white community I did not experience much isolation based on my skin color, my gender, or my sexual orientation. I was not immune to alienation as a child. My timidity that came about as a result of having no older siblings in whose steps I could follow, in addition to my slightly above-average intelligence proved to be the grounds for fellow students to treat me differently than they treated others. My feelings of alienation while growing up are similar to those both the speaker of Robert Frost’s "Mending Wall," and Bartleby, of Herman Melville’s "Bartleby, the Scrivener" experience. Just as in Frost’s "Mending Wall," the speaker questions why his neighbor insists upon keeping the barrier between the two, asking, "Why do they [fences] make good neighbors?" so I, to this day, question why I was alienated as a child (line 30). In my first few years of grade school, I had lots of friends - it seemed as though everyone liked everyone else. As time progressed, however, students began to notice differences between themselves and others and act according to those often inaccurate perceptions. I remember being criticized for a variety of unsubstantiated reasons - whether it was for tucking my shirt in when it was popular to leave t-shirts untucked, for not having heard of the latest musical group, for doing my work diligently, or for getting a 100% on the test - the sarcastic and hurtful remarks did not sit well with me. Though it is clear they most likely made such co... ...at he simply "would prefer not to." Allowing myself to feel alienated by living in submission to my fears made my early days at school miserable. None the less, in the end, the situation turned out for the better. As my peers and I matured and I "proved myself" to them by making my voice heard in class discussions and other aspects of school outside of academics, and as I learned to expect more from others, the alienation slowly came nearly to a standstill. There will always be those who treat some people poorly. That’s their loss. Once one is able to acknowledge the fact that though unfriendly, ill-natured people do exist, not all humanity acts as such, his alienation can be overcome. Even Bartleby and Frost’s narrator could have overcome their alienation. All they had to do was put forth some effort to break down the barriers between themselves and their peers.

Suggestions for Beautifying the Pronunciation of Efl Learners

Suggestions for Beautifying the Pronunciation of EFL Learners in Higher Education Hasan Zainnuri, S. Pd. [email  protected] com English Education Department of Postgraduate Sebelas Maret University, Surakarta Abstract This paper firstly stresses that the importance of the spoken form of the language and for that reason foreign language learners should have correct and accurate pronunciation. It summarizes the background of pronunciation teaching, emphasizes the need for incorporating pronunciation into foreign language classes owing to regarding pronunciation as a key to gaining full communicative competence.Most of the people learning a foreign language encounter some problems of pronunciation of the new language, owing to some contributory factors. This paper consists of the presentation of the factors affecting the pronunciation of EFL learners in Indonesia in language learning and teaching process and also it suggests some necessary techniques for the solution of these factors. Some suggestions are also given for how these techniques should be applied for. Key words: foreign language, accurate pronunciation, EFL, higher education A.Introduction One of the general objectives in the foreign language teaching, maybe the most important one, is to teach the learners to speak the target language accurately and intelligibly since to learn a language also means to produce the sounds, utterances, and the words properly and correctly rather than being able to communicate with the people in the target language community. To reach this goal, speaking activities should be done at every stage of the foreign language teaching process.It must be borne in mind that listening and speaking go hand-in-hand in foreign language teaching because speech is very important medium through which communication is achieved. That’s to say, language is primarily speech and it is more basic to language than the written form (Larsen-Freeman, 2000: 44). According to Knowles (1987: 1 ) written language has the advantage that it is permanent so that it can be studied conveniently and at leisure, but spoken language is more ‘elusive’. In other words, written language looks like an imperfect version of the poken language. As individuals, we all learn to speak before we learn to read and write; that is to say, people learn the language by hearing the sounds spoken in their environment. Unlimited numbers of sounds, especially speech sounds, in the language help the learner to understand and to produce the language. In addition, in the world there are still languages which have never been written down and also societies have had speech before written forms of their languages. Needless to say, human talk is the oldest form all of the societies.It should be noted here that language learners always encounter some difficulties and problems while learning a foreign language. One of the most significant difficulties seen in this process happens to be in the pro nunciation of the foreign language vocabulary. So, foreign language learners have lots of problems with pronunciation because of some factors such as native language factor (mother tongue interference), age, environment, personality, etc. affect their motivation in learning.Rivers (1986: 125) urges that all persons had experience when listening to a foreigners’ speaking language, of having great difficulty in understanding what they are trying to say, not because of their lack of knowledge of 1 vocabulary and language structure, but because the sounds they produce seemed strange and the voice rose and fell in unexpected places. This sentence emphasizes a well-known fact that most of the people learning a foreign language encounter some problems of pronunciation of the new language, owing to some contributory factors.Therefore, they fail in oral communication although they are sufficient enough in other skills of the language. B. Factors Affecting the Pronunciation of EFL Lear ners 1. The Native Language Factor Needless to say, learners of a language speak the target language in a different way: sometimes slightly different and sometimes highly different than the native speakers’ do, which we call â€Å"foreign accent†, the nature of which is determined to a large extend by a learner’s native language (Avery and Ehrlich, 1987: 9).This is known as mother tongue interference. That is to say, every language in the world has different 112 varieties and different accents. Therefore, the way we speak is a part of our identity, that is, phonemic differences between languages causes a target language which will be spoken with a foreign accent. As a result, there may not be any difference in the pronunciation of [? ] and [i], and then a foreign accent carries the sound characteristics of the learners’ native language.As known, a language is a part of a culture, thus it is unavoidable that there must be mother tongue interference, which is native language influence, in the pronunciation of the target language. This view had been recognized by Whorfian Hypothesis. According to Sapir and Whorf, peoples’ view of world influences their language and also people adopt the view of the world around them through the experience and categories of their language.As a user of Indonesian language, we have difficulty in some English words and sounds which are not found in our native language. For example, /? /, /? /, /? /, /? / sounds do not exist in Indonesian and that is why Indonesian learners encounter pronunciation difficulties with the words that include those sounds and thus never obtain a native-like accent, so they produce those sound under the influence of their mother tongue.Since English is not a tonic language, Indonesian students have also some problems with stress, intonation, and rhythm which determine the overall rhythm and melody of a language can be transferred from the native language into the target la nguage (Avery and Ehrlich, 1987: 10) because Indonesian learners think that if they speak or pronounce the words with a strong stress, they will be better understood. The other problem occurs when the rules for combining the sounds in forms of syllables are different in two languages.In foreign language learning, the influence of the native language is unavoidable; this happens to be problem of language teachers. A welltrained English teacher in phonetics and phonology can diminish the negative transfers of sounds to a greater extent. So, he should use specially prepared pronunciation teaching techniques. Then, the non-native English teachers are struggling with the negative interference from the mother tongue of the students in all their teaching lives, and they should do so for a decent teaching practice. 2. The Age Factor This is one of the most important factors in the learning of the ronunciation of a foreign language. We can say that if someone pronounces a second language wit h a nativelike accent, s/he must have probably started to learn it during their childhood. For instance, children of immigrants may be given as an example. Since these children start their second language learning process in target language speaking people environment, they have more advantages than the children who try to learn the target language in their motherlands because there are indispensable differences between the language a group uses and the language of mainstream classrooms and workplaces.At the same time, if young children are exposed to 2 more than one language before the age of puberty, they seem to acquire all languages equally well since it has been claimed that children are better at learning than adults. As Krashen (1988: 43) mentioned acquirers who begin to exposure to a second language during childhood generally achieve higher second language proficiency than those beginning as adults. He also stated that lateralization may even be complete by age 4, not by pub erty. Some researchers and neurolinguists have claimed that there is a strong connection between language learning and lateralization.Lenneberg hypothesized that lateralization is a slow process that begins around the age of 2 and is completed around puberty. He had also added that right hemisphere in children is more active in the language function but as child develops the two sides of the brain become specialized for different functions and thus lateralization takes place. The critical age hypothesis claims that there is such a biological timetable (Brown, 1987: 42). It has been claimed that there is a critical age period for language learning, but it is widely discussed whether there is a critical period for language or not.Evidently, foreign language teaching researchers have outlined many views about the critical age hypothesis. Generally speaking, it coincides with the period when lateralization is taking place and ends when it is complete. This was hypothesized by Lenneberg who was one of the wholehearted supporters of critical age hypothesis. In sum, since children are better in learning the language in short run, teaching pronunciation process should be started in puberty because it has been claimed that beyond puberty it is quite difficult to teach the learners to acquire a native-speakers like language accent.As a result, the age of the learner is highly important in the pronunciation learning of a foreign language due to the factors mentioned above. The aged learners pick up the correct pronunciation a little bit late, so the foreign language teachers must be very patient in this sense, and must prepare special pronunciation drills and have the students repeat. They will obtain an acceptable level of good articulation in the long term. 3. The Amount of Exposure Another factor is the amount of exposure to the practice of English. English is not only used in the classroom environment.We can handle this subject from the point of view whether the lear ner has been living in a country where English has been spoken or not. If the learners have been living in an English-speaking country or community, or a country where English is the second language, then the learners will have many opportunities to listen to and to use the target language; that is they will be surrounded by the target language. But, on the contrary, if the learners have been living in a non-English speaking country, like Indonesia, there will be no advantage for them.So these learners will only be exposed to focusedlistening, so they will have no chance or opportunity to use the target language in a real environment. This means that there will be no communication and if there is no communication, there won’t be language learning. Since those learners won’t have any English-speaking environment except their classrooms, they will have to be satisfied with listening, but it is clear that you cannot teach correct and accurate pronunciation by just asking students to listen to artificial listening courses carried out in the classrooms.Krashen in Celce-Murcia (1996: 16-17) states that learners acquire language primarily from the input they receive, and they must receive large amounts of comprrehensible input before they are required to speak. It must not be forgotten that there are many people who live in an English speaking country, but spend much of their time in a non-English speaking environment, maybe any other language is spoken at home or outside. For this reason, it is not merely exposure that matters, but how the learners respond to the opportunities.Briefly, Kenworthy (1987: 6) mentions that exposure can be a contributory factor, but it cannot be a whole and necessary factor for the development of pronunciation. If a learner is aware of the necessity of being exposed to the target language, s/he should make use of its opportunities. 3 If the learner does that, s/he will be more successful in case of improving his/her pronunc iation. The best ways of being exposed would be native speakers, videos shows, films, cds, radio or TV programs, computer assisted language teaching programs, and etc.Also, the amount of exposure is crucial and it must make the students creative and active, not passive and dull. Therefore, the quantity of exposure must be adjusted with caution. 4. Phonetic Ability There is a common view that some people have a better ear capacity for foreign language than some other people. So, they are able to discriminate between the two sounds more accurately than the others and able to imitate sounds better. We can accept these people as those with phonetic abilities.Also, this phonetic ability of the learner affects the development of his/her pronunciation. But it does not mean that people who have a better phonetic ability will be successful but the others won’t be successful. Accordingly language aptitude ability exists in many people, but its degree is variable, therefore some people have more ability but some have less. Besides the factors mentioned above, the influence of age must be stated as an efficient factor for phonetic ability because the beginners start to learn a language, the more they become successful.It is clear that learners may lose some of their abilities when they become older, so it can be difficult for them to pronounce the target language with a native or near native-like accent. At the same time, immigrants, especially their children, have more chance in learning the target language since they have started to their learning process in a target language speaking environment. The poor phonetic ability can be cured again by the foreign language teachers’ patient attempts. There are several devices to motivate the poor pronunciation of the learners such as the phonetic labs and remedial pronunciation teaching techniques.Those learners must not be discoursed but must be treated meticulously. 5. Personality and Attitude This is also anoth er important factor affects the pronunciation of EFL learners in a bad way if the learners have negative attitudes for the target language community or they are introvert learners. For instance, shy or introvert students do not want to take part in classroom activities, so they cannot find any opportunities to make practice and to make use of phonological and/or phonetic activities.Besides, courageous or extrovert students have more chance to improve their pronunciation. On the other hand, attitude of the learners toward the new language has an effective role in pronunciation learning. If the learner has good attitudes for the target culture, s/he can easily develop more accurate, native-like accents. If the learners have some prejudices on the target language and its society, this event will influence his/her approach to the language.For example, some people do not believe in the necessity of learning a second language, and they think that foreign language will influence the learne rs’ cultural development in a negative way, that is to say, their culture will be imposed on the target language community. In this case, it will not be reasonable to teach or try to teach these learners a foreign language. Thus, personal features and attitudes of the learners are also decisive in the learning of pronunciation. The educational pedagogues may be of great help on this issue.They could give some guidelines to the foreign language teachers. 6. Motivation If the learners are highly motivated to have a better pronunciation, they can develop a concern for pronunciation, and become more eager to take part in the activities and pay more attention to discriminate the sounds of the target language, and they try to produce better utterances. Motivation can be the key to learn the target language, and they try to produce 4 better sounds. Here it must be pointed out what the motivation is and how the learners will be motivated.According to Brown (1997: 114-115) the motivat ion is thought of as an inner drive, impulse, emotion, or desire that moves one to a particular action. He also stated that learning a foreign language requires some of all three levels of motivation which can be global, situational, or task-oriented. For example, a learner may possess high global motivation but low task motivation on the written mode of the language. On the one hand, some factors such as intelligence, aptitude, and self-confidence have much contribution to the formation of motivation.For example, to motivate the less intelligent people will be more difficult than the intelligent ones because these people cannot appeal to their needs. Motivation, of course, is a number of different kinds of attitudes and can be divided into two basic types: instrumental and integrative motivation (Brown, 1997: 115-117). First one refers to the instrumental goals such as furthering a career, reading some kinds of materials, translation, etc. An integrative motivation is the one which is employed when the learners want themselves to be in the culture of the second language group, to identify themselves with and become part of the society.Needless to say, teachers may need to discern the source of a student motivation in order to meet particular needs. That is, pronunciation teaching must be directed according to the needs, expectations, attitudes, intelligence, etc. of the learners. If the learners’ main goals are to make translation from the native language to the target language, less time may be needed for pronunciation activities, and therefore teachers will spend less time for motivating them.If the learners are highly motivated to have a better pronunciation, they can develop a concern for pronunciation, and become more eager to take part in the activities, and pay more attention to discriminate the sounds of the target language, so they try to produce better sounds and utterances. At the same time, motivation can be achieved by paying attention to the learners’ concern for pronunciation because learners generally are not aware of that the way they speech is full of irritation and misunderstanding for the hearer. Consequently, some factors that are effective in pronunciation accuracy are examined here.All of these factors exert much influence on the learners. We cannot change and affect some of these factors, for example, it is impossible for us to change the age and phonetic ability of the learners. It is clear that the influence of age is undeniable in language learning process. Children are more successful than the adults. When we take into consideration the children of immigrants, we see the difference between their counterparts. Since they start their learning process in their early ages in the target language spoken country, they can be able to speak the target language with a native like accent. So, f a learner starts his/her foreign language learning period abroad, in other words, in a place where the target lan guage has been spoken, s/he will get a better pronunciation because there are differences between the language learning environments, that is to say, to learn a foreign language in classrooms is different than to learn it abroad. So, if we don’t have any chance to change the conditions mentioned above, cannot we do anything to train our learners with a near-native like pronunciation? Is it impossible to help them to well-trained learners having good pronunciation? Of course the answers of these questions are â€Å"No†.For that reason, here we will state some useful techniques to eliminate these negative factors over the pronunciation of EFL learners in our country and suggest some possible solutions. C. Techniques for Eliminating Pronunciation Problems of EFL Learners It is important for the learners to acquire an accurate pronunciation. According to Baker and Sharon (1990), pronunciation is very important and learners should pay close attention to pronunciation as ear ly as possible. Scarcella and Oxford (1994) similarly assume that pronunciation should be taught in all second/foreign language classes through a variety of activities.The obvious argument in favor of pronunciation teaching branches from the 5 techniques adopted by linguists in making a phonological analysis. When we look at the contrast between a minimal pair like bit and beat, we can see that mastery of the difference between the phonemes /? / and /i/ is necessary if the two words are to be adequately differentiated. Thus, the learner must learn the differences in the pronunciation of these two sounds because if he does not learn, he will be misunderstood. For example, ‘Hit the ball! ’ or ‘Heat the ball! ’. We can increase the number of this type of example.Teaching of pronunciation should be an integral part of an English teaching program from the early stages, and it must not be a luxury to be left to the advanced level studies of the language. It must be borne in mind that during pronunciation teaching, some certain methods or techniques should be applied because teaching of pronunciation is not a simple task, on the contrary it must be the essential part of language teaching program. Here, some methods and types of teaching pronunciation will be handled to determine its importance in language teaching process. 1.Initial Teaching Technique This technique focuses on areas which are the essential to basic communications such as introducing stress and intonation, the fall or rise as the difference between spoken questions and answers, the development of a polite and interested way of speaking. Hubbard et al. (1983: 209) explain this: ‘It is a PEN’ always precedes ‘It is a BLUE PEN’ and initial presentation of the present continuous tense is often with intransitive verbs, therefore, there is no object, which would mean a second stress (i. e. He’s running / She’s sleeping, etc. ).This example sh ows this method fits well with a structural syllabus (Demirezen, 1986: 108-125) symbolizes the sustained, rising, and falling intonation with the following signs: > , ^ , v, and give some examples and activities for classroom application. He uses [>] for incomplete sentences and statements wherein the speaker intends to say something. [^] is used for yes/no questions in statement forms, yes/no questions in interrogative forms, when phrases or clauses precede the main clause as a breath-group often heard in lectures and speeches, special calls for children, and stressed word, phrase or clause in a series.Lastly [v] is used for questions with ‘or’, asking questions with question words, declarative statements, in giving commands, and some emphatic statements. Here are some examples and activities. > In sum Since 1999 If you wait She is a nice girl It is doubtful ^ v What I am trying to say I don’t understand you Mary Who is it? Are you interested in Do you want an a pple or music? orange? Do you love her? He looked under the desk in the kitchen and in the closet I am crazy She fell into the lake 2. Remedial Teaching Technique This is a systematic approach and deals with the problems of individual sounds (Hubbard et al. 1983: 209-210). It can be considered as consisting of two separate approaches – Instant Remedial and Planned Remedial. For Instant Remedial, the strategy will divide into four parts: (1) imitation, (2) demonstration, (3) association, and (4) explanation. For example, teacher first of all draws attention to the ‘offending’ sound and pronounces it in isolation to be imitated by the learners. If this becomes inefficient, then teacher shows the students how the sound is formed by putting his tongue between his teeth to produce /? / or /d/ by using demonstration part.However, certain sounds are not easily made visible, so the 6 teacher may adopt the process of association. In this process, sounds must be isolated a nd attention must be drawn to the similarities between two sounds in terms of whether they are voiced, lateral, and dental, etc. Finally, explanation may help as the teacher explains in the mother tongue if necessary, how the sound is formed and gives instruction to the students to move their tongue forward, round their lips, etc. If, despite instant remedial works, the ‘offending’ sound still causes problems for the learners, then Planned Remedial work is needed.In this section, teacher should not insist, but make a note of the problem and plan a short remedial drill for the lesson. (Some of these drills will be explained in the following sections). Remedial teaching can easily be applied to individual sounds by using a similar technique used by the TPR Method. Teacher may use a board and colored board-marker to indicate a sound which is represented by different spelling. For example, the three possible pronunciation of the regular [-ed] ending /t/ and /d/ and /? / can be represented by different colorful board-marker, and words can be written in three columns on the white board: blue is for /-t/, red is for /-d/, and green is for /-id/. The [-ed] ending is the item written in the appropriate color while everything else is written in normal black. For example, BLUE RED GREEN jumped saved waited washed begged folded That is to say, the color coding can be used over and over as the teacher can indicate the pronunciation of the [-ed] ending by writing it in appropriate color. 3. Drilling TechniqueFor drilling technique there are many useful drills for purifying and teaching the correct and accurate pronunciation of the utterances and words. Here we will handle some of the common ones. a. Word – association Drill This is one of the easiest ways to give the students practice on specific problem sounds while the manifest purpose of the drill appears to be vocabulary study. Concentrating on the phonemes /? / and /e/, teacher may ask the students for antonyms of the following words: sick, sit, thin, and more. The students would respons with well, stand, fat, and less.In this type of drill it is useful to call the students’ attention to the fact that the words they will select all contain /? / or /e/. For example, 1. In which of the following word, do we have /? / sound? a. bed b. bad c. but d. bear e. beer 2. In which of the following word, do we have /e/ sound? a. bag b. mail c. get d. lake e. feet 3. In of the following words do we have two /? / sounds? a. handicap b. butterfly c. breakfast d. bankrupt e. walkman b. Saturation Drill This type of drill is suitable for all positions of the problematic sound. For example, let’s take / s / sound as a problem sound.It can be drilled in its three positions by means of saturation drill. Initial see seep seem seed Medial leasing pistol classic faucet 7 Final peace niece purse curse c. Illustrating A Learned Sound In this type of drill, students give examples of the s ound being studied. For example, to practice the diphthong /? / first, students listen to the sound pronounced by the therapist. Then, they are challenged to listen discriminatingly by indicating whether the sound pronounced by the therapist as ‘ right ’ or ‘ wrong ’ in a series of correct and incorrect pronunciations such as /a? , /a? / , /o? / , /e? / , etc. When the sound has been set, the first student starts a chain with a phrase ‘I try ’. The second student repeats the phrase, and adds his own, ‘I try but I cry’. The third one picks up the last part and says ‘I cry but I sigh ’, and goes on. d. Mobility Drill As Rochmis and Doob mentioned (1970: 29), achieving lightness of utterance and mobility of the tongue at conversational speech is a very important aspect of drilling. It is often neglected on the general belief that a student can make and hear the sound at the conversational speech.The following drill is an example for flexibility of the /? / sound. Step 1: Ask your students to suggest 5 simple words beginning with /b/ such as: bat – boat – bike – ball – boy Step 2: Encourage them to pronounce these words with a strong emphasis, and then add the word ‘the’, maintaining the pattern of stress. the bat – the boat – the bike – the ball – the boy Step 3: Substitute the words ‘to the †¦. ’ maintaining the pattern. to the bat†¦Ã¢â‚¬ ¦ , to the boat†¦Ã¢â‚¬ ¦. , etc. Step 4: Continue to amplify the phrase, holding the pattern, but changing its drill. rom the†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ there is the†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. with and without the†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. because of the†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ e. Comparative Drill In this type of drill, words almost similar in every respect except the one el ement to be drilled are placed in juxtaposition. Since we tend to confuse sounds that are similar these drills with stimulate accuracy in hearing, performance, and judgment. Most standard texts in voice and diction are excellent sources of such drill material. For example, this drill may be effective if two sounds are confused such as /f-v/, /p-b/, /? ? /, /? -e/, etc. For example, 1 . A sample comparative drill for /f-v/ and /p-b/ sounds fee – bee feat – peat freeze – visa – pisa breeze freed – breed fly – ply fled – bled fact – pact 2. A sample comparative drill for /? -e/ sounds sat – set band – bend sand – send bad – bed fig – pig fester – pester pan – pen It will readily be seen that above drills have certain fringe benefits in that the words are arranged according to the vowel scale. Vowels that are commonly confused are best drilled in this type of drill.The studentsâ€⠄¢ own participation in composing such drills is worth the time it takes because he will drill more intelligently and therefore establish new patterns more firmly and quickly. At the same time, it will give him/her a technique to apply to other areas where drill may be needed (Rochmis and Doob, 1970: 27-28). 8 f. Substitution Drill This type of drilling may be applied by substituting any sound instead of the other sound. For example, /t/ instead of /? / or /d/ instead of /? /, etc. Here are some exercises for classroom application. 1. This is thin / tin. . Did you see her lunge / lunch? 3. Was it a brand / bland reporting? 4. He is our king / kin. 5. It is cheap / chip. 6. Don’t tape / tap. Number of these activities may be increased and it is also possible to apply ‘practicesounds’ and ‘contrast-sounds’ exercises such as, 1. Exercises to practice / / sound a. The dog gave a sharp bark. b. The argument started when the guard refused them entrance c. The yard was so dark. 2. Exercise to contrast / / and /? / sounds. a. That hut was certainly hot. b. Did he rub or rob? c. Hand this cup to the cop. . Tongue Twisters This type of activity is known as a word or phrase which is difficult to say quickly. In the literature there are different ideas about the applicability and the usability of this activity. Celce-Murcia (1996: 5) states that there is a little transfer from practice to natural communication. But, if it is needed and necessary, they can be used. Here are some sample of tongue twisters taken from Dalton and Seidlhofer (1994: 132-133). 1. Peter Piper picked a peck of pickled peppers. 2. Did peter Piper pick a peck of pickled peppers? . If Peter picked a peck of pickled peppers 4. Where’s the peck of pickled peppers Peter Piper picked? 4. Computer Aided Pronunciation Teaching (CAPT) As stated by Park in Hasan (2011: 45), that the extreme assumptions embedded in Computer Aided Pronunciation Teaching (CAPT): â€Å"tec hnology can solve the educational problems†, speech technology brings forward to EFL. With proper adaptation, speech technology allows beginning language students to practice speaking the langu age outside the classroom. TELL ME MORE Communication ® byAuralog is one of the speech recognition software, which uses speech recognition to provide conversational practice, visual feedback on prosody, and scoring of pronunciation. It contains dialogue-based software using fixedresponse Automatic Speech Recognition (ASR) which lets learners have a simulated conversation with a computer. Practicing with such programs should help students improve fluency and confidence in pronouncing English words. Using phonetic exercise, included in the TELL ME MORE Communication ®, is a great way to learn how to pronounce words.Furthermore, the software can provide individual feedback on pronunciation, which is something that is often lacking in the language classroom. Related to the statement abo ve, learning pronunciation using TELL ME MORE Communication ® offers some advantages compared with conventional media being used nowadays. It also offers interesting activities when learning process as follows: (1) role play, (2) dialogue, (3) video and questions, (4) sentence pronunciation, (5) word pronunciation, (6) phonetics exercise, (7) picture/word association, (8) word searches, (9) crossword puzzles, 9 10) word order, and (11) dictation. Hasan (2011: 50-52) states that tips for improving learner’s pronunciation offered by TELL ME MORE Communication ® are as follows: 1) Imitation of teacher or recorded model of sounds, words, and sentences 2) Recording of learner speech, contrasted with native model 3) Systematic explanation and instruction (including details of the structure and movement of parts of the mouth) 4) Immitation drills: repetition of sounds, words, and sentences 5) Varied repetition of drills (varied speed, volume, mood) ) Learning and performing dial ogues (as with drills, using choral work, and varied speed, volume, mood) 7) Self-correction through listening to recordings of own speech. D. Conclusion and Suggestions We can say that the techniques mentioned above may be used to ensure that the EFL learners in higher education will be able to pronounce the target language accurately. As mentioned before, teaching pronunciation is one of the significant aspects of foreign language teaching and at the same it is a very serious task.Therefore, it should be studied in the early stages of the language teaching program in order to eliminate the factors affecting the pronunciation of the learners in a negative way and also to overcome the negative influence of mother tongue interference, fear, making mistakes, etc. While doing this, the techniques mentioned above may be applied to language teaching program in higher education during the teaching process. As a result, language teachers must be aware of these techniques or methods and sho uld apply any of them while teaching pronunciation.It must be borne in mind that teachers are the models for their learners, so first of all they should have good pronunciation; otherwise, they can harm their students. References Avery, P. and Susan Ehrlich. 1987. Preliminary Considerations in the Teaching of Pronunciation. London: TESL Center. Avery, P. and Susan Ehrlich. 1992. The Teaching American English Pronunciation. Oxford: Oxford University Press. Baker, Ann and Goldstein, Sharon. 1990. Pronunciation Pairs. Cambridge: Cambridge University Press. Brown, D. H. 997. Principles of Language Learning and Teaching. (3rd ed. ) New Jersey: Prentice Hall Regents. Celce-Murcia, Donald M. Brinton & Janet M. Goodwin. 1996. Teaching Pronunciation: A Reference for Teachers of English to Speakers of Other Languages. New York: Cambridge University Press. Dalton, C. and Barbara Seidlhofer. 1994. Pronunciation. Oxford: Oxford University Press. Demirezen, M. 1986. Phonemics and Phonology. Ankar a: Bizim Buro. Hubbard et al. 1983. A Training Course for TEFL. Oxford: Oxford University Press.Krashen, S. D. 1988. Second Language Acquisition and Second Language Learning. New York: Prentice Hall Regents. Krashen, S. D. 1988. Principles and Practice in Second Language Acquisition. New York: Prentice Hall Regents. Kenworthy, J. 1987. Teaching English Pronunciation. London: Longman. Knowles, G. 1987. Patterns of Spoken English: An Introduction to English Phonetics. London: Longman. Larsen-Freeman, D. 2000. Techniques and Principles in Language Teaching. Oxford: Oxford University Press. 10 Rivers, W. M. 1968.Teaching Foreign Language Skills. (2nd ed. ) Chicago: Chicago University Press. Rochmis, L. and D. Doob. 1970. Speech Therapy. New York: The John Day Company. Scarcella, R. & Oxford, R. L. 1994. Second Language Pronunciation: State of the Art in Instruction. Oxford: Oxford University Press. Zainnuri, Hasan. 2011. A Thesis: The Effectiveness of Using TELL ME MORE Communication ® to Improve Students’ Pronunciation Skill (An Experimental Study on The Tenth Grade Students at SMA Negeri 7 Surakarta in The Academic Year of 20102011). 11