In what ways did the events at Fort Necessity combine with other causes to begin the French and Indian War?

The French and Indian War is a very well known war and it’s most famous cause is the events that took place at Fort Necessity. However the truth is, is that there is much more to that war than just one incident. The French and British did not have good history with each other already so it was not easy immigrating to the same land without a head leader. As well as the ways of making money for the two different countries is different so they tend to clash in that respect. Lastly coming to the New World is about gaining power and control and they saw each other in the way of becoming a superpower country. The French and the British have had their disagreements in the past and just because they have moved to a new country doesn’t mean that those disagreements have gone away. The British were farmers, manufacturers, and tradesmen. The French on the other hand were mainly trappers and riverboat traders. This caused the inevitable, a conflict of interests from the Ohio River to Lake Champlain. The boundaries back then were not set in stone so it was pretty difficult to definitely say what land belonged to whom. The French and the British also had sort of an unspoken competition over land and power. This also caused conflict. Both France and Britain came to the New World to become much more powerful and basically take over most of the world. They came with greed for money, land and control. Initially Britain had more land, but the French had some good resources. In order to gain global power, resources were key. Resources could lead to money and trade and everything a country could want. As stated before, boundaries were pretty vague and both Britain and France wanted control over the Ohio River Valley. In reaction France began to build forts there and the British tried to take them down and failed. Then the British started to build their own fort, Fort Necessity. Soon the French approached the fort and this caused a battle, which left the British in a worse position than before and they had to surrender. This caused the tension and anger between the two countries to rise even more. Lastly trade was a huge issue between the French and British. They wanted different things, but they needed the same land. The Ohio Valley was full of trees and rich soil. The French wanted the land to keep the trees and continue the fur trade. This keeps the Indians happy because they get the benefit of trading with the French. However, the English wanted the land to chop down the trees and farm. This is how they make their profit, but it was also cause the Indians to have to move out. The French were not happy with what the British wanted to do with the land. The French were allies with the Indians and didn’t want to see them displaced. In conclusion there were many causes to the French and Indian War, not just the incident at Fort Necessity. The French and British already were not on the best terms with each other and they had no plan to change that. Also the French and British both wanted to be all-powerful, but they couldn’t do that together. The both wanted the land and the economic gain, but they both couldn’t have it. It also affected the trade. They wanted to use the Ohio River Valley for two different things that could not coincide. All these disagreements and the tension rose to the point of war. This was war was also known as the French and Indian War or the Seven Years War.

Kaze Lato

In theory, point of view reveals a perspective from which the narrator tells the story. Analyzing a story’s point of view will provide us with answers to two questions ‘by whom’ and ‘how’ the story is told. By the way, we can also understand attitude of the writer towards his characters as well. In the case of ‘Babylon Revisited’, the one who tells us this story is a third-person narrator. To be more specific, he is a limited omniscient narrator.Firstly we notice that the narrator addresses the protagonist by name ‘Charlie’ or the third person ‘he’, and also does the same with other characters. This suggests that he stands somewhere beside the story, witnessing it without participating in it, and then retells us what happended- that is why the narrator is called a ‘third-person’. From the objective point of view of a third person narrator, the story appears to be more all-round and reliable. On the o ther hand, the narrator in this story is omniscient.Firstly it is because he can read mind of characters. He leads us into Charlie’s thoughts to have a look at his absolutely different life one year and a half ago and also his nostalgia of it; or to see his loss when finding the Ritz bar gloomy and quiet. â€Å"Charlie directed his taxi to the Avenue de l'Opera, which was out of his way. But he wanted to see the blue hour spread over the magnificent facade, and imagine that the cab horns, playing endlessly the first few bars of La Plus que Lent, were the trumpets of the Second Empire.They were closing the iron grill in front of Brentano's Book-store, and people were already at dinner behind the trim little bourgeois hedge of Duval's. He had never eaten at a really cheap restaurant in Paris. Five-course dinner, four francs fifty, eighteen cents, wine included. For some odd reason he wished that he had. As they rolled on to the Left Bank and he felt its sudden provincialism, h e thought, â€Å"I spoiled this city for myself. I didn't realize it, but the days came along one after another, and then two years were gone, and everything was gone, and I was gone. The narrator knows everything Charlie has in his mind. Furthermore, the narrator even knows things that Charlie is not aware of. The most important of those is the fact that Charlie left his address for Duncan Schaeffer at the beginning of the text, and forgot about it somewhere between the Ritz bar and the Peters' house. This one detail opens up the stage for Charlie's tragic loss of Honoria at the end of the story. Charlie doesn't remember this detail; he's left in confusion as to just how Duncan â€Å"ferreted out the Peters' address† while the narrator know it just because of his omniscience.In addition he is not absolutely omnicient: the narrator is limited within Charlie’s perspective. In most of the story, the author describes the surrounding environment from Charlie’s view , and interprets only Charlie’s thoughts. It is an intention of the author to dig deeply into Charlie’s inner life that the narrator focuses only on Charlie’s mental state. And this confines the narrator to be a limited narrator. However, in a small part of the story, the constant point of view is diverted to another character’s perspective.In the following paragraph, the narrator tells the story from the view of Mrs. Marrion: â€Å"With each remark the force of her dislike became more and more apparent. She had built up all her fear of life into one wall and faced it toward him. Marion shuddered suddenly; part of her saw that Charlie's feet were planted on the earth now, and her own maternal feeling recognized the naturalness of his desire; but she had lived for a long time with a prejudice – a prejudice founded on a curious disbelief in her sister's happiness, and which, in the shock of one terrible night, had turned to hatred for him.It had all happened at a point in her life where the discouragement of ill health and adverse circumstances made it necessary for her to believe in tangible villainy and a tangible villainâ€Å" The oddity in narration does not ruin the flow of the story by interfering with the point of view, but, on the contrary, it contributes considerably to the story because it enhances the reliability. The story would not be so dramatic if readers could not understand the distrust of Mrs. Marrion in Charlie’s reform. This paragraph keeps readers, who is on Charlie’s side at the first place, doubting about the certainty of his willingness to mend.It also reveals the innermost uncertainty to resist alcohol in the nature of Charlie himself. Such is the great effect that a change in point of view can has on the trend of the story. That is a brief portrait of the narrator who tells us the story of ‘Babylon Revisited’. Another question that we are answering is ‘how’ the story is narrated from his point of view. The narrator have a vitally important role in choosing what is mentioned during the story. It is because the world emerging in the story is filtered through the point of view of the narrator.In the case of ‘Babylon Revisited’, surrounding environment in the story is imbued with Charlie’s feelings and thoughts. Fitzgerald uses a technique called ‘stream of consciousness technique’ to narrate this mixture of inside and outside world: â€Å"He left soon after dinner, but not to go home. He was curious to see Paris by night with clearer and more judicious eyes than those of other days. He bought a strapontin for the Casino and watched Josephine Baker go through her chocolate arabesques. After an hour he left and strolled toward Montmartre, up the Rue Pigalle into the Place Blanche.The rain had stopped and there were a few people in evening clothes disembarking from taxis in front of cabarets, and cocottes prowl ing singly or in pairs, and many Negroes. He passed a lighted door from which issued music, and stopped with the sense of familiarity; it was Bricktop's, where he had parted with so many hours and so much money. A few doors farther on he found another ancient rendezvous and incautiously put his head inside. Immediately an eager orchestra burst into sound, a pair of professional dancers leaped to their feet and a maitre d'hotel swooped toward him, crying, â€Å"Crowd just arriving, sir! † But he withdrew quickly†

Accounting Theory and Current Issue Samples for Students

The assignment intends to provide an extensive analysis of the article named Half a Deface of Positive Accounting Research†. The emphasis of this has been given with positive accounting in a broader aspect of the research where the main focus has been given in forming a casual description of the human behavior stated in the accounting framework rather than on PAT in accounting perspective. Moreover, the present segments has included by their positivist research program which has been identified with various deficiencies in practical scenario. The present segmentation has been able to bring out the inherent intricacies which are mainly constituted in the speculative models where the dependence is seen to takes place in hypothesis and that attention is given on the computation of numerical data [1]. The research has been further able to involve the intellectual projects after taking into consideration various types of positive accounting research along with advantages and disadvantages. The project has been aligned with ontology as well as epistemology. With emphasis to the present context the conduction of critical review related to positive accounting has been identified with various loopholes and this has restricted making contributions to the overall research project[2]. The study has been further conducted to give a brief overview of the article and critical analysis of each aspect which needs to be covered in the final section. Furthermore, the study will give an augmented focus to the different aspects of identifying research hypothesis, the description of the value and ensure smooth flow of data in the literature review. Hence, the theoretical framework has been seen to give proper insights of the information with different significance and limitations of the articles an d proper justification for the same[3]. With relevance to the particular article associated to Half a Defense of Positive Accounting Research†, the main investigations of the research with respect to accounting research has been put on positive approach. In the accounting research associated with a positive approach has a connection with broader intellectual projects related to scientific research as it aims to analyze the various relationships associated to cause and effects. It has been further seen that the deficiencies in the positive accounting research has been mainly identified in form of selection of various papers which has taken into consideration auditing literature. Based on the analysis it has been understood that the positive research is used in accounting when there exists certain loopholes for the accomplishment of the scientific goal and it has been for the seen to be applicable after selecting the illustrative papers fit for conducting the research. In addition to this, the description given by Kuhn shows those normal sciences are seen to actually suit with the positive research of the accounting activities. It has been thereby noted that the various prospects associated to this revolution and the crisis has been properly mentioned along with the several types of potentials and accomplishment of positive accounting. The summary of the article has been further able to signify the importance for the identification of the loopholes in order to make proper recommendations during the conclusion of the study[4]. The study is in for the described with the researcher on the criterion given by Popper, this has been able to prove the point that the induction is not the sole measurement for the accuracy of any given theory. In other terms the article has been able to provide a brief review of falsification associated to positive accounting theories. There has been identified a total of four classes associated to the description that are used for error measurement, external effects, internal effect and the various types of inefficiencies of the relativity theory. It has been further noted that a specific theory cannot be anecdotal with the various observations and hence it is imperative to select between two or more theories. It needs to be further understood that the decisive observations has actually falsified the inaccuracies in the theories which are inherent in the case and seem to be supporting and opposing theory[5].  Ã‚  Ã‚  Ã‚  Ã‚   This particular article has been further aim to provide an extensive dissection of the various types of limitations and the logic which are related to the statistical hypothesis testing. In this particular case, it has been discussed that it is a very dilutive version of the acquisition logic of Popper. This reason for this has been shown with every single test out of 20 may be wrongly rejected with 5% significance level. In this particular way there have been several technical issues present which are related to hypothesis testing and statistical distribution which is considered under null hypothesis and relies upon the supplementary assumptions. It has been further view that in case the technical issue has been resolved then there is a high chance that the hypothesis testing would fail. Therefore, it can be seen to be inherent only in case single alternative hypothesis has been taken into consideration without adequate focus in careful specification. This specification has been fur ther seen to be consistent with several types of accounting theories when it is seen to provide the association with the strength. Hence, the researchers seem to rely on the need for developing improved measurement procedure in order to test the theoretical models rigorously which prevails in the accounting practices[6]. The various types of hypothesis further research in the examination of the very day of positive accounting research has been listed below are as follows: H0: It has been seen that there has been an existence of the universe which is beyond the imagination of an individual H1: The events taking place in the world have sufficient reasons and form a part of the universe as well H2: the individuals are seen to octane high level of reliable source of the information associated to the global events with the assistance of vigilant observation H3: the various intention of intellectual property for observation has been utilized for gaining global understanding of the universe in case of causation The first hypothesis of the study has been able to test with different types of instances of positive research in accounting. It has been also seen with several operation of rational self-interest and interacting within the other parties who has been seeing to express opinion and the result of analysis of positive theories of accounting[7]. The significance of testing of the second hypothesis has been seen with understanding of scientific epistemology along with ontology which has been able to explain that the research of positive accounting is not ideal for the accounting research. Hence, it doesn’t seem to be essential to advocate the various events which are not seen to be taking place as a result of random or output of the interventions associated to outside universe[8]. The third hypothesis test of the researchers and seen to be discussing the falsifications and the hypothesis testing as a regular determination of validity of their actions. In addition to this, the theory has been able to require the proper examination of the facts you are preliminary idea has been developed. It is seen as a formal theory which can be actually developed with testable anticipations and is consistent with the various types of relevant dependable empirical evidences. Therefore, it has been seen to be necessary for the anticipants for testing of the new theory based on several types of new observations in a particular situation where the new theories make certain anticipations with the old ones[9]. The final hypothesis test has been seen as significant impact on the various models which focuses on the measurement. This is the same with mental models which can be used for the mapping of casual procedures in the universe. It is therefore important for the researcher to formulate the hypothesis which can be properly related to the review section of the literature. It has been identified that there are various theoretical frameworks which can be used to meet the objectives of the research. The operation of the balanced self-interest is seen to be taking place between the parties they are the outcome of the several accounting phenomena has been seen to be implied through the express contract in the various types of business enterprises. In addition to this these have been seen to cover the various accounting choices where the managers reports as well as takes charge of pricing decisions on behalf of the auditors. In this case, the auditors identified as the decision-makers by the use of various regulations based on standard setting and other professional advice to the academic practitioners. It has been further seen to be imperative to consider the fact which has been seen to be useful for determining the information assisting the investors in making investment decisions. This action has been actually seen to be reduced from the behavior of the human beings who are seen as rational in nature and does not include the theory of positive accounting. There has been for the seen a proper instance associated with article which helps in identification of the loopholes after a proper evaluation of the research[10]. On the other hand, that proper investigation of the accounting research is noted with various types of accounting settings which can take place in absence of: behavior. Such method is seen to be used by professional auditors in making judgments’. This particular method has been further seen to be used by the managers, who use this information to utilize discretion during the performance evaluation. There have been several instances which are seen to be helpful for demonstrating the positive research program and it is actually seen to be much wider in comparison with the positive accounting theory. It can be related to any specific field of research which intends to gain proper insight associated to the causes of accounting phenomena as well as nature after following a relevant scientific research of accounting. And it has been seen to be significant to have a better measurement tool so as to enhance the overall quality of the decision-making process in the future years[11]. The epistemological in the field of scientific research majorly ends in the explanation of various approaches which are available for gaining useful insight of the whole world. On the other hand, ontology relates to the activities as well as the relations for answering the questions. In the first place, the agency in theory has been seen to be socially developed through the rules as there is a close association with social art that does not have an object is subsistence which is seen to be devoid of human beings. Here the participants as well as the activities are not seen to pose any rational activities. It can be further understood that the art cannot be observed as a devoid of experience especially with the human beings explanation given by the participants. The intricacies taking place in the ontological and the epistemological measures has been seen with their agenda to gain proper insight of the data associated to accounting phenomena and its futile exercise of flogging of a de ad horse[12]. It has been further seen to be associated with various problems with the positive research as it is seen to explode the experience and the knowledge of the underlying reasons. There have been several research streams which has diverse range of the object is which are seen to actually exist in the given period of time. There are several other issues which are related to the agency and due to this reason is human beings are seen to pose their own veil and the actions are further seem to cause that are not acquiescent to scientific theory[13]. The need for effective research program has been seen with issues prevailing in the accounting. The need for the analytical model is seen to be helpful for testing as well as the formation of various types of theoretical models. In addition to this it has been seen to be helpful for implementing of analytical models in the positive accounting research program. The need for the measurement rather than only testing the Presidio is seen to be important procedure by the researchers. With particular relevance to accounting, the biasness has been noted with strong publication in and against the parameters, which is seen to exclude the same which has been associated with a given theory. This is due to the reason that there is a shortage of resource of accounting and adequate availability of the resource at the same time[14].  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The main significance of the article has been associated to identify the broad which exist with the current practices and the positive accounting. It is further seem to be important for making relevant contributions and said it to broader intellectual program. Due to this reason there has been seen to be in absence of system optimization which modifies the same after rectification of a mistake. This is particularly aimed to provide rational insight of the scientific research where it is validated after participation of accounting groups. The research has helped in identification of improved theoretical models which are more reliable in nature[15]. The main limitation has been identified in form of not contributing to the awareness of human behavior in the present accounting context. The main reason for this has been identified in form of lack of collection of information associated to real life from the potential sources. The limitations have been further associated to primary and secondary data which are seen to hinder the quality of research. This particular research has been seen to be made with influences from the authors who had their opinions based on positive research accounting hands that quantitative aspect has not seen to be properly addressed[16].  Ã‚  Ã‚  Ã‚   The study can be concluded by providing an article which aims to evaluate the various concept of epistemological villas ontology of the positive accounting theory which has been identified with certain loopholes. It has been further recommended by the researcher that some of the theoretical models used in the articles needs to be formulated based on the detailed test of the accounting variables. Hence it is necessary for conduct in the findings of proxies which relates to the present reliable data. It has been further noted that the behavior of human beings are seen to be rational where everything does not seem to take place from the positive theory of accounting. Hence it has been seen to be significant to consider quantitative aspects of the accounting which needs to be prioritized in this case for improving the future performance of the business organization. Apostolou, Barbara, et al. "Accounting education literature review (2013–2014)."  Journal of Accounting Education  33.2 (2015): 69-127. Apostolou, Barbara, et al. "Accounting education literature review (2010–2012)."  Journal of Accounting Education  31.2 (2013): 107-161. Bampton, Roberta, and Christopher J. Cowton. "Taking stock of accounting ethics scholarship: A review of the journal literature."  Journal of Business Ethics  114.3 (2013): 549-563. Blanthorne, Cynthia, and Stu Westin. "VITA: A Comprehensive Review of the Literature and an Analysis of the Program in Accounting Education in the US."  Issues in Accounting Education  31.1 (2015): 51-69. Chen, Theodore TY. "Is reform in accounting education needed in China and Russia: A literature review."  Australasian Accounting Business & Finance Journal  9.3 (2015): 72. Deegan, Craig. "So, who really is a â€Å"noted author† within the accounting literature? A reflection on Benson et al.(2015)."  Accounting, Auditing & Accountability Journal  29.3 (2016): 483-490. Doxey, Marcus M., et al. "Comments by the Auditing Standards Committee of the Auditing Section of the American Accounting Association on PCAOB Release No. 2015-004, Supplemental Request for Comment: Rules to Require Disclosure of Certain Audit Participants on a New PCAOB Form: Participating Committee Members."  Current Issues in Auditing  10.1 (2015): C1-C10. Fakharzadeh, Tala. "Budgeting and Accounting in OECD Education Systems: A Literature Review."  OECD Education Working Papers  128 (2016): 0_1. Howieson, Bryan, et al. "Who should teach what? Australian perceptions of the roles of universities and practice in the education of professional accountants."  Journal of Accounting Education  32.3 (2014): 259-275. Lafond, C. Andrew, Anna C. McAleer, and Kristin Wentzel. "Enhancing the Link between Technology and Accounting in Introductory Courses: Evidence From Students."  Journal of the Academy of Business Education  17 (2016). Lawson, Raef A., et al. "Focusing accounting curricula on students' long-run careers: Recommendations for an integrated competency-based framework for accounting education."  Issues in Accounting Education  29.2 (2013): 295-317. Schmidt, Ulrike, and Thomas Gà ¼nther. "Public sector accounting research in the higher education sector: a systematic literature review."  Management Review Quarterly  (2016): 1-31. Siepel, Josh, and Paul Nightingale. "The increasing pervasiveness of financial markets across the global economy has been identified in the literature with the spread of ‘Anglo-Saxon capitalism’, reflecting the notion that a common US–UK model of governance and managerial attitudes is becoming increasingly common worldwide. This paper questions the existence of a common US–UK model by exploring how the concept of ‘Anglo-Saxon capitalism’..."  Critical Perspectives on Accounting  25.1 (2014): 27-35. Tucker, Basil P. "Figuratively speaking: analogies in the accounting classroom."  Accounting Education  26.2 (2017): 166-190. Webb, Jill, and Caroline Chaffer. "The expectation performance gap in accounting education: a review of generic skills development in UK accounting degrees."  Accounting Education  25.4 (2016): 349-367. Webb, Jill, and Caroline Chaffer. "The expectation performance gap in accounting education: a review of generic skills development in UK accounting degrees."  Accounting Education  25.4 (2016): 349-367 [1] Apostolou, Barbara, et al. "Accounting education literature review (2010–2012)."  Journal of Accounting Education  31.2 (2013): 107-161. [2] Schmidt, Ulrike, and Thomas Gà ¼nther. "Public sector accounting research in the higher education sector: a systematic literature review."  Management Review Quarterly  (2016): 1-31 [3] Apostolou, Barbara, et al. "Accounting education literature review (2013–2014)."  Journal of Accounting Education  33.2 (2015): 69-127. [4] Lafond, C. Andrew, Anna C. McAleer, and Kristin Wentzel. "Enhancing the Link between Technology and Accounting in Introductory Courses: Evidence From Students."  Journal of the Academy of Business Education  17 (2016) [5] Siepel, Josh, and Paul Nightingale. "The increasing pervasiveness of financial markets across the global economy has been identified in the literature with the spread of ‘Anglo-Saxon capitalism’, reflecting the notion that a common US–UK model of governance and managerial attitudes is becoming increasingly common worldwide. This paper questions the existence of a common US–UK model by exploring how the concept of ‘Anglo-Saxon capitalism’..."  Critical Perspectives on Accounting  25.1 (2014): 27-35. [6] Chen, Theodore TY. "Is reform in accounting education needed in China and Russia: A literature review."  Australasian Accounting Business & Finance Journal  9.3 (2015): 72. [7] Howieson, Bryan, et al. "Who should teach what? Australian perceptions of the roles of universities and practice in the education of professional accountants."  Journal of Accounting Education  32.3 (2014): 259-275. [8] Fakharzadeh, Tala. "Budgeting and Accounting in OECD Education Systems: A Literature Review."  OECD Education Working Papers  128 (2016): 0_1. [9] Deegan, Craig. "So, who really is a â€Å"noted author† within the accounting literature? A reflection on Benson et al.(2015)."  Accounting, Auditing & Accountability Journal  29.3 (2016): 483-490. [10] Blanthorne, Cynthia, and Stu Westin. "VITA: A Comprehensive Review of the Literature and an Analysis of the Program in Accounting Education in the US."  Issues in Accounting Education  31.1 (2015): 51-69. [11] Webb, Jill, and Caroline Chaffer. "The expectation performance gap in accounting education: a review of generic skills development in UK accounting degrees."  Accounting Education  25.4 (2016): 349-367. [12] Doxey, Marcus M., et al. "Comments by the Auditing Standards Committee of the Auditing Section of the American Accounting Association on PCAOB Release No. 2015-004, Supplemental Request for Comment: Rules to Require Disclosure of Certain Audit Participants on a New PCAOB Form: Participating Committee Members."  Current Issues in Auditing  10.1 (2015): C1-C10. [13] Tucker, Basil P. "Figuratively speaking: analogies in the accounting classroom."  Accounting Education  26.2 (2017): 166-190. [14] Bampton, Roberta, and Christopher J. Cowton. "Taking stock of accounting ethics scholarship: A review of the journal literature."  Journal of Business Ethics  114.3 (2013): 549-563. [15] Lawson, Raef A., et al. "Focusing accounting curricula on students' long-run careers: Recommendations for an integrated competency-based framework for accounting education."  Issues in Accounting Education  29.2 (2013): 295-317. [16] Webb, Jill, and Caroline Chaffer. "The expectation performance gap in accounting education: a review of generic skills development in UK accounting degrees."  Accounting Education  25.4 (2016): 349-367.

Licensing and Accreditation Essay Example | Topics and Well Written Essays - 750 words

Licensing and Accreditation - Essay Example Thus, long-term health facilities are defined, approved by, and maintained according to state as well as federal standards set for this purpose. Besides the two aforementioned authorities, there are other voluntary organizations which are devoted to accreditation and licensing purposes such as the Joint Commission. The Arizona state as well as Federal government embodies certain rules and regulations with respect to health care provisions. Such provisions include licensing requirements of long-term health care services too. The Arizona state rules are contained in the Arizona State Statutes, which includes all the rules concerning different facilities in the state. The law concerning the 'certification, licensure, and monitoring of long-term care facilities, facilities and services' is contained in title 36-409, whose requirements can be summarized in the following points: The Department of Health Services will perform all the essential functions regarding licensing and certification and take care to conform and implement concerned federally approved standards for this health service facility; The nursing care hospices and institutions will have to maintain financial records which they have to show to the Arizona health care cost containment system administration (Arizona State Legislature). The department further holds the right to issue quality ratings too, which help in determining whether the long-term health care facility provides quality service or not. It does so according to the results obtained out of a licensure survey. Further, the licensure granted to a nursing facility depends much on the quality rating it receives (Arizona State Legislature). However in all cases, the state law prescribes that no nursing institute shall hold a license for more than three years. The initial license application for any long-term healthcare service facility shall further require the applicant to submit the following: The application form of the Department which would include the address and other contact details of the health care institution; Tax ID number; The class or subclass as listed in R9-10-102; Owner Information; The details and particulars of governing authority; The details of the chief administrative officer; and others which vary according to the details of the plot and related documents (Arizona Department of Health Services). The Federal government details the requirements for states and long term care facilities in its PART 483 and subpart B (Title 42-Public Health). It requires healthcare facilities in states to meet certain requirements to be considered as long-term facilities such as Medicaid and Medicare. Some requirements such as the facility having a transfer agreement with certain hospital are essential for a facility to gain recognition as a long-term healthcare facility. besides the requirements are based upon other factors such as resident rights, quality of care, quality of life provided, nursing services, physician services, dietary services, and others (Title 42-Public

EA Enables Process Paper Essay Example | Topics and Well Written Essays - 750 words

EA Enables Process Paper - Essay Example In this scenario, the basic purpose of implementing EA in an organization is to identify how an organization can most efficiently and successfully attain its current and future goals (TechTarget, 2005; NIH, 2011). This paper presents a detailed overview of enterprise architecture (EA). This paper will discuss how enterprise architecture works, and its support and capabilities for the businesses. Enterprise Architecture (EA) In the past few years, Enterprise Architecture has appeared as a latest emerging IT trend. (Finneran, 1998) divides the definition of enterprise architecture in two parts. In the first part he defines an enterprise while in another he discusses about architecture. According to his point of view, an enterprise refers to a business organization, which includes a standard and identified collection of interrelated business operations, however they can work as an autonomous, separate entity. In addition, an enterprise can encompass more enterprises. For example, a busi ness department in the large organization can be acknowledged as an enterprise if it can operate independently. On the other hand, architecture presents the fundamental architecture, which outlines the platform required by the enterprise to achieve its goals and business vision (Finneran, 1998; Buchanan, 2010). Figure 1Graphical Representation of EA, Image Source: (Finneran, 1998) In addition, an EA provides the organizations with a strategic method for managing and planning IT resources and making the best use of partial IT assets. Additionally, the enterprise architecture points out prospects for reforming of better business procedures and information flows. Hence, the enterprise architecture helps the organizations in optimizing the interrelationships and interdependencies between the programs and services of the department with outside agencies. Moreover, the enterprise architecture encourages dedication to department-wide principles and standards comprising those for systems pr ivacy and security; and pinpoints and determines issues of data utility, availability, access and quality (Finneran, 1998; Buchanan, 2010). The EA program supports the other IT management processes of an organization The enterprise architecture system helps organizations organize a shared, collaborative planning process. In fact, enterprise architecture system works with business and IT stakeholders to describe a future-state idea in scenario of principles, requirements and models. They then contrast the future-state idea of the present state, recognize gaps and plan investments to accomplish them. Though, the enterprise architecture is not IT-focused process, however it is business-driven and wide-ranging tool for better system design. In addition, a successful enterprise architecture application will facilitate the business organizations in their IT investments with long-term policy; minimize risk, offer quality information and engineer compatible solutions and technical services (Finneran, 1998; Buchanan, 2010). Enterprise Architecture supports system development life cycle (SDLC) New technology based enterprise architecture offers a wide-ranging and unified picture of present

Infantilization of women in advertising Essay Example | Topics and Well Written Essays - 500 words

Infantilization of women in advertising - Essay Example This essay "Infantilization of women in advertising" outlines the reasons for infantilization of females in commercials and how it affect the perception of women id advertisement. Infantilization is not a new concept but has been in existence for quite a long time. Many advertisers edit or sexualize bodies of younger girls and use them for advertisements. An example of female infantilization is the assumptions that beauty entails getting younger. Most advertisements make this assumption when they use exaggerated pictures of young girls when advertising beauty products. They thus use images of young girls or those of women but with childish behaviors (Wade Web). The women are postured in childish ways with empty stares, hands in mouth, or adopting seductive postures. Additionally, the skin texture is exaggerated. The postures make women appear submissive and not in control of their lives. The advertisements appear to be creating children out of women. This is contrary to the upright w ay men are postured demonstrating adulthood and being in control (Carlson 2-4). The erroneous infantilization defines women as weak and unintelligent. This is a block to celebration of femininity. Instead of encouraging girls to grow into strong women, advertisement in magazines and other media inspire girls to develop into women with childishness. Some advertisements appear to be inspiring women to act like children to be considered feminine and sexy. The antifeminist image below from maxim is an example of such appeals.

Policy Brief Writing Assignment TOPIC Essay Example | Topics and Well Written Essays - 250 words

Policy Brief Writing Assignment TOPIC - Essay Example report, I want to review the research that has been conducted on the causes of crime by children and the effects of children in correctional facilities been allowed to spend time with their mothers. This will help the State of Florida’s criminal justice systems in formulating the right policies that will aid in reducing children crime rate and enhance the impact of correctional facility programs on child criminals. The audience is composed of the governor who is a politician and policy makers who are mainly lawyers, administrators of correctional facilities, parents’ representatives, and interested parties. This audience understands the main goal of CCJ 4497 policy project. Hence, the audience should be addressed using PowerPoint presentations that illustrate and explain in point form the main points of the report. The audience is looking for an explanation and reasons as to why certain measures should be undertaken. It wants to be convinced on what is the best way

Dance as a Way of Expressing our Individuality Essay

Dance as a Way of Expressing our Individuality - Essay Example But there has to be more scholarly studies that should be conducted on this subject, as what is being done on poetry, music and other classes of literature, as there is a dearth on this particular aspect. When I reached this discovery (of the many topics related to dance), I had to figure out what specific subject would I focus on. I decided the general topic to be about dance and its role in human development but the specific topic is on dance movement/therapy, a rather obscure but interesting topic for discussion which some scholars and experts in the literature, have started to dig and explain to the general audience. What can be said further is that this obscurity has been brought into the open for the many people interested in a new form of medicine and healing. I want to present this to target audience which should be the young. Dance is being practiced – or performed – by our young population but it seems there has been no aim presented to; Why do they dance? I c an surmise that their primary aim is to present or perform for entertainment or to show their skill. But the ideal motive of dance has not been presented. Dance is part of culture, there’s no arguing about that. But its role in the present age should be on the movement/therapy, which will be the main emphasis of this essay. ... Dance is significant in human existence. It is a nonverbal creative way of expression. People express their humanity and individuality in several ways, and mostly through verbal communication and in the art. Dancers feel it as an expression of the soul, sometimes of their own existence. Dancers have also reported of its â€Å"freeing, health-promoting experience† (Degges-White 2011, p. 4). Dance has also been introduced to psychiatric patients and positive results have been noted in the treatment for depression. The logic behind is because of the integration of mind and body that is attributed to dance. Dance and movement allow us to express ourselves when words find it difficult to express. (Degges-White 2011), it is also considered the most primitive of all the arts but there is not enough literature and history of scholarship, unlike poetry and music. (MacDonald 2003, p. 151) The main point of this initial part of the essay is to provide a short origin of dance and its role as dance movement psychotherapy. This concept evolved from the mere fact that therapeutic benefits can be derived from dance. It grew in a unique therapeutic modality during the early 1940s, just like art and music (Malchiodi, 2005 as cited in Degges-White 2011, p. 4). The therapeutic benefits of dance have been one of the areas of study by several authors. An example is the one presented on the youtube website (Therapeutic dance and dance movement therapy 2011) which explores the power of creative arts with ideas on the similarity and difference of therapeutic dance and dance movement therapy. The therapeutic aspect should be emphasized as we see the difficulties of modern medicine to cope with re-emerging illnesses like tuberculosis or the emergence of pathogens as a result of war or

The Porters Five Force Analysis Research Paper Example | Topics and Well Written Essays - 2000 words

The Porters Five Force Analysis - Research Paper Example Product innovation and wider range of products is another platform for competition. Companies need to expand their reach to cater to more and more customers, both geographically and demographically. Competition will intensify in relation to environmental measures and energy use, as customers' attitudes to the environment become gradually more important. In this scenario, basic technological trends will lead to a variety of technical vehicle-related innovations. With the shift in focus to customer retention and loyalty, companies now have to invest in better customer service to ensure customer satisfaction. Better service also includes better geographical advantage to serve where the customers are located. There is little bargaining power for buyers in the luxury car segment as there are numerous buyers scattered all around the globe. There is better transparency and huge amounts of information available to buyers regarding the pricing and cost of manufacture of cars and hence they have some leverage in negotiating the purchasing price. This advantage is mostly over-ridden by the fact that buyers for this segment are mostly individuals and are not grouped together for a collective advantage. Since luxury cars are sold typically by the company or direct dealers, there are few players in the distribution channel at present. Luxury cars have lower or no resale value as compared to economy cars. This is an enormous factor that influences buying decisions in the case of luxury cars. Bargaining power of suppliers The suppliers to large premium segment manufacturers would typically be large and medium manufacturers themselves. Since quality is the biggest product differentiator in this segment, it is imperative that companies choose their suppliers with care and efficiency. In such a case, it would be difficult to replace or change suppliers with ease. As a result they have some flex in determining product pricing, delivery and distribution. Threat of new entrants The threat of new entrants in this segment is very low due to the many entry barriers that exist in this industry. There are too many well established companies with stiff competition among them. A huge amount of capital is required to enter into this sector. There should also be tremendous amount of tacit and explicit knowledge of products and constant innovativeness to compete in this industry. The luxury car segment is driven by quality and goodwill as well and this comes with time and experience in the sector. With all the above barriers, few companies would look into entering this industry . However, there is the threat of companies already existing in the auto industry, entering into the luxury car segment. Many companies, which originally were small and economy car makers, have now entered into the luxury car segment and are giving the bigger and better established giants in this segment a run for their money. Threat of substitute products The most prominent substitute to cars is public transports such as buses, taxis and aircrafts. The bigger companies in the premium car segment have taken steps to compete with public transportation by manufacturing luxury buses and providing pick-up service in their premium cars as part of the hospitality sector. The other

Transportation Essay Example for Free

Transportation Essay Transportation and environmental issues are opposite in nature since transportation deliver socio-economic benefits are great, but at the same time impactingenvironmental transportation system. On one side, supporting transport activities growing demand for passenger and cargo movement, while on the other, transportation activities associated with increasing levels of external environment. This has reached the point where transport is the dominant source of the pollution emission and multiple effects on the environment Complexity of the problem that has led to much controversy in the policy environment and the role of transport. see more:essay about transport The transport sector is often subsidized by the public sector, particularly through the construction and maintenance of road infrastructure which tend to be independent of the access. Sometimes, the public interest in the mode of transport, terminal and infrastructure can be odd with environmental issues. If the owner and the same regulator (different branches of government), then there is a risk that the rules will not be effectively observed. It can also lead to another extreme where compliance would lead to an inefficient transportation system with the cost of subsidies. The environmental impact of vehicle pollution burning fossil fuels such as natural gas and gasoline used for transportation the way we produce harmful chemicals, among them carbon dioxide, a greenhouse gas, which is a major pollutant and contributor to global warming. Over 150 years ago, cars, airplanes and power plants have been producing carbon dioxide into the atmosphere enough to raise a higher level than ever before. Single car emissions are generally low, but added to the emissions from the millions of vehicles per day used to create a huge impact on the environment and air quality. Car pollution reaching water pollution, noise pollution, air pollution to global warming, to give effect to human health. On-road motor vehicles not only release carbon dioxide but also nitrogen oxides, which contribute to the formation of acid rain. They are also a precursor to the formation of ozone (smog), which damage the respiratory system and damage the plants. In the West, about 6% of the population will die due to air pollution, it is not surprising that the car industry is responsible for up to 80% of urban air pollution. With globalization and modern technology invading every corner of the world, it is a known fact that air pollution and congestion are increasing at an alarming rate. Some of the recommendations about how to address this problem encouraging the use of public transport. This essay will analyze the strategy to encourage people to use trains and buses to commute to work. For a start, it felt that one way to stimulate the use of public transport to make use of private cars expensive. For example, tolls have been introduced successfully in a number of places in cities around the world. This example clearly shows that the use of private cars on the highway is expensive compared to public transport. Therefore, introducing tolls and other taxes using private cars is a good strategy to prevent people from using personal vehicles. In addition, limiting the number of parking permits in urban areas help to prevent people from using their private vehicles. Take for example the Metro Sydney. Last year, a study showed that the city experienced a sharp drop in traffic caused 30% increase in the price for parking permits. This clearly demonstrates the fact that, the price increases made it difficult for people to use their personal car to go to the cities. Thus, the increase in the price of parking permits is a good way to curb congestion and encourage use of public transport. Following the appearance, it is clear that by increasing the cost of using a private vehicle is an effective strategy to encourage people to use public transport. Thus, this will help to reduce congestion and air pollution to some degree.

Brand Equity for the Indian Telecom Market

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