Aurther Millers- the Crucible- Issues of Power - 815 Words

The issues of power, that Arthur Miller s The Crucible, portrays are concerned with, who has the power, the shifts of power that take place and how power can consume people and try to abuse it, for either vengeance, jealously, material gain or sexual desire. Who has the Power Salem is an isolated village in Massachusetts where power is one of the main driving forces that contribute to the dynamics of the community and how people interact with each other. Authority and power is dominant in two main areas- The Church and the Males. The society of Salem is a very Patriarchal Society where the men have power over the women. Husbands control their wives and children, males work and earn money, males control the high court†¦show more content†¦They claim to have seen witchcraft and accuse many people of using it. And because the village is filled with devoted Christians, whose whole world revolves around God, what would expect their reactions to be, to these accusations? Hysteria of course, and the use of extreme measures to purge the village of this evil. They become blinded by this hysteria and we see through the course of the play that the power slowly shifts away from commonsense and reason, to the supernatural and supers titions of a group of 10-18 year old girls. Why all of the madness and absurdity we ask because it allows anyone who ‘believes in witchcraft to condemn a neighbour they have a grudge against or dislike. This causes many of the males to loose their power. Abuse of Power The high court and the girls become consumed in their newfound power. They have reversed the order of the village and they are now above the men, women, adults and parents and they have total control of the church. So it is quite evident why they got carried away. The girls were able to blemish a person s reputation, take land, send someone to jail and sentence people the death.( It s a bit morbid, but that s the effect it had). The power they gained was used and abused. Abigail uses her power by seeking vengeance on Elizabeth Proctor, she hope to have her killed and out of the way, because of her sexual desire for John Proctor, when he refuses her advances she

T.S. Eliots The Wasteland Essay - 3278 Words

T.S. Eliots The Wasteland In T.S. Eliot’s most famous poem The Wasteland, a bleak picture of post-war London civilization is illuminated. The inhabitants of Eliot’s wasteland are living in a morally bankrupt and spiritually lost society. Through fragmented narration, Eliot recalls tales of lost love, misplaced lust, forgone spirituality, fruitless pilgrimages, and the â€Å"living dead†- those who shuffle through life without a care. These tales are the personal attempts of each person to fulfill the desires which plague them, though none ever stop to consider that what they want may not be what they need, nor do they consider why it is they feel they must do these things. Through studies in Sigmund Freud’s psychoanalytic perspective†¦show more content†¦It is not, however, a reasonable excuse for their actions. As Jean-Paul Sartre states in his essay â€Å"The Humanism of Existentialism,† â€Å"Man is nothing, but what he makes of himself† (36). Under such a view the inhabitants, and humanity in general, are completely responsible for the choices they make and the state of affairs they find themselves in. It is not enough for them to just do whatever they feel like doing. Humanity must go further and we must know that we are making an active choice and will be forced to live with the consequences of such a decision. There is, yet, one more way to look at the actions and decisions of humanity. In The Ethics of Sex, Mark Jordan states, â€Å"[One] require[s] rather a persuasion to change his actions† (55). What this means is that, in order to make a big change to the corrupt way we are living, humanity must see the consequences of our actions. Right now we have not see enough reaction or negative consequences and without that, humans will continue to go for the easiest search and not work toward something we actually need. However, Jordan believes that this change will come by something God does, but this is not the w ay that people will find change. Instead, we must look within ourselves, not at outside forces, such as God, to find a reason to change. Otherwise humanity will continue the mistaken searches and never find the fulfillment needed. One of the most obvious ways that theShow MoreRelated T.S. Eliots The Wasteland Essay1285 Words   |  6 PagesT.S. Eliots The Wasteland Traditionally, authors begin their compositions at the beginning and then proceed to an end, creating a logical flow of information towards a conclusion. T.S. Eliot threw most traditional form out the window as he composed The Waste Land. The voice changes, the structure varies, his allusions are elusive, and the first section of the poem is entitled â€Å"The Burial of The Dead.† This of course does not speak to a beginning, but to the conclusion of what could be oneRead More T.S. Eliots The Wasteland Essay1303 Words   |  6 PagesT.S. Eliots The Wasteland Cooperation is the key to human survival, and over time humans have been known to group together to survive. This strategy has allowed humans to develop massive cities and countries of immense power. Without the natural instinct to cling to one another, humans would not be as advanced as they are today, and may not have even made it out of the caves. Many authors display our natural instinct to cooperate in their works, allowing the characters to become more real toRead MoreMadame Sosostris in T.S. Eliots The Wasteland1428 Words   |  6 PagesMadame Sosostris Lines 43-59 of T.S. Eliot’s The Waste Land present Madame Sosostris as the Tarot card-reading psychic who bears bad news. While this stanza has been interpreted in a myriad of ways, two important features are commonly regarded as Eliot’s intent. (1) The clairvoyant is considered â€Å"the wisest woman in Europe† because the world is a tattered wasteland where everyone is in search of answers – a fortuneteller provides false security with her seemingly absolute understanding of destinyRead MoreThe Influence of T.S Eliot Through his Poetry Essay743 Words   |  3 PagesT.S. Eliot was a modern poet that was globally renowned for his contributions to poetry and the way that he envisioned society and managed to communicate those opinions through language. He had influenced many post modernists as well as fellow poets because of his indifference in the way that poetry had been set to be. He used language to develop patters in order to show how they can make se nse as a whole once laid out instead of using the diction of the poetry to state ideas. T.S. Eliot had developedRead MoreThe Wasteland, by T.S. Eliot857 Words   |  4 Pages In the twentieth century, T.S. Eliot transformed the traditional poetry form into a more modern style. Eliot was born in St. Louis, Missouri on September 26, 1888. At the age of 25, Eliot moved to England where he began his career as a poet. Eliot greatly attracted the modernist movement, which was poetry written in the reaction of Victorian poetry. His first poem, The Love Song of J. Alfred Prufrock, was known as one of the most famous pieces of the Modernist movement. In his poetry, Eliot combinesRead MoreT.S. Eliots Writing Style and Use of Symbolism790 Words   |  4 Pagesâ€Å"Only those who will risk going too far can possibly find out how far one can go,† T.S. Eliot is basically trying to say that only people who push their limit can actually see how much they can really accomplish. T.S. Eliot made poetry that showed his negative views on life, people, and world. T.S. Eliot took poetry to another level by the way he writes and uses symbolism. Thomas Stearns was born on September 26, 1888. He was born in St. Louis, Missouri. His father was Henry ware Eliot who was theRead MoreCan we conclude that T.S.Eliots ideas about culture are elitist and leave it at that?1759 Words   |  8 Pages(1948) The Class and The Elite: Notes towards the Definition Of Culture. London: Faber Faber Ltd.) This seems to demonstrate that Eliots ideas about culture are basically elitist, however, although Eliot recognised the division in culture, he did not disregard the masses, indeed he said I ... should like an audience which could neither read nor write.(Eliot T.S. The Use of Poetry and the Use of Criticism.) This remark could hardly be farther from a desire for a limited and highly literate audienceRead MoreEven Among The Giants Of Literature, Such As Arnold, Wordsworth,1181 Words   |  5 Pagespoem which describes men stranded in a desert watching their only hope begin to fade away. Canto III of â€Å"The Hollow Men† best represents the essence of T.S. Eliot’s writings because it depicts the technique and ideas common throughout his work. Eliot’s primary technique is the use of imagery, which is integral to his work as an artist. All of Eliot’s poems make use of vivid and shocking imagery and intense descriptions. In this portion of the poem, the reader is met with descriptions of deserts, stoneRead MoreT.S. Eliot the Wasteland Essay1371 Words   |  6 Pagesthis year? Or has the sudden frost disturbed its bed? Oh keep the Dog far hence, that’s friend to men, Or with his nails hell dig it up again! You! Hypocrite lecteur! – mon semblable, - mon frà ¨re! T.S. Eliot, â€Å"The Burial of the Dead†, The Waste Land, lines 60-76. T.S. Eliot’s The Waste Land is a Modernist piece of literature. Combining â€Å"traditional content† and radical style, Eliot has captured the tension between past and present. For him, the past is at once nostalgic, yet responsibleRead MoreNew Historicism: The Wasteland1519 Words   |  7 PagesNew Historicism: T.S. Eliot’s â€Å"The Wasteland† T.S. Eliot’s highly influential 433-line modernist poem is perhaps the most famous and most written-about long poem of the twentieth-century. Eliot’s composition brings forth a reader to understand the work through its historical context and to understand cultural and intellectual history through this piece of literature, which documents the new discipline of the history of ideas. In other words, The Waste Land is subject to New Historicism to further

Is Romeo and Juliet is infatuated or they are in love Essay Example For Students

Is Romeo and Juliet is infatuated or they are in love? Essay The play I will study is called Romeo and Juliet who was written by William Shakespeare around 1595. Shakespeare is one of the most famous writers in the world. He wrote many different styles such as comedies, plays, tragedies and poems but most of his writing is about love. Romeo and Juliet is one of the tragedies, which is famous love story in the world. It is about two main characters that cannot love each other and these two main characters is Romeo and Juliet as you thought by looking at the title. They are young lovers who loved each other secretly and married but by having a difficulty situation, they needed to separate. At last they die together in the same place on the same day. This play and other his plays were quite new style in that day when he wrote because many plays were ended with happy ending but this Romeo and Juliet is not a happy ending which makes people feel different also Shakespeare wrote plays something like Romeo and Juliet. For example, one of his famous play called Macbeth this is totally different style of play but in the way of love goes is quite similar if you compare with Romeo and Juliet. Lady Macbeth, who is the wife of Macbeth, tries to defend Macbeth when he murdered someone who is similar as Juliet tried to meet Romeo and tried to make sure he is all right when Romeo killed Tybalt. These scenes have comment with each other that the main male characters are very needed to the main female characters. I think Shakespeare wrote about love that they can not be in happy ending because of that he wanted to write something to give people new feelings and also I think in the time that he wrote these, many people could not married to someone who is that person is love with and I think he was one of those people that he loved someone but never could say a word to her which means he could not say that he loves her so he started write into the stories and started split out what he is like right now, what kind of situation he is now, what he want to be like. Year 11 GCSE Coursework However, now on I will write about the play, Romeo and Juliet but before I write about relationship between Romeo and Juliet, I will introduce these two characters. Firstly, Romeo, he is the only son of Montague. At the start of the play, he thinks he is in love with Rosaline who is the person rejects Romeo and he goes to ball to see her but he meets Juliet and he totally forgot about Rosaline which shows he is easily to love in someone. Later he marries to Juliet secretly but he kills her cousin Tybalt and become banished from his town. This shows his still young boy because if he could think more carefully, he would not kill Tybalt who is Juliets cousin. Secondly, Juliet, she is only daughter of Capulets. She meets Romeo accidently at a grand party and fell in stantly in love. She marries to Romeo secretly but had big happening which was her cousins death and later when Romeo was banished, she was planned to run away with Romeo but the day that everything were set, there were big m istake. Romeo believed Juliet is dead and kills him to follow Juliets death. After, Juliet finds out Romeos dead so she also kills herself. Which this scene shows how much important Romeo is to Juliet. She chose death because she cannot live without him. .u6328aeaad5dc86d676cf111b561e1ddd , .u6328aeaad5dc86d676cf111b561e1ddd .postImageUrl , .u6328aeaad5dc86d676cf111b561e1ddd .centered-text-area { min-height: 80px; position: relative; } .u6328aeaad5dc86d676cf111b561e1ddd , .u6328aeaad5dc86d676cf111b561e1ddd:hover , .u6328aeaad5dc86d676cf111b561e1ddd:visited , .u6328aeaad5dc86d676cf111b561e1ddd:active { border:0!important; } .u6328aeaad5dc86d676cf111b561e1ddd .clearfix:after { content: ""; display: table; clear: both; } .u6328aeaad5dc86d676cf111b561e1ddd { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u6328aeaad5dc86d676cf111b561e1ddd:active , .u6328aeaad5dc86d676cf111b561e1ddd:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u6328aeaad5dc86d676cf111b561e1ddd .centered-text-area { width: 100%; position: relative ; } .u6328aeaad5dc86d676cf111b561e1ddd .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u6328aeaad5dc86d676cf111b561e1ddd .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u6328aeaad5dc86d676cf111b561e1ddd .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u6328aeaad5dc86d676cf111b561e1ddd:hover .ctaButton { background-color: #34495E!important; } .u6328aeaad5dc86d676cf111b561e1ddd .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u6328aeaad5dc86d676cf111b561e1ddd .u6328aeaad5dc86d676cf111b561e1ddd-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u6328aeaad5dc86d676cf111b561e1ddd:after { content: ""; display: block; clear: both; } READ: Miller Creates Dramatic Tension in this final act EssayTo begin with, I will write about that whether Romeo and Juliet are in love or if they are infatuated. I have studied certain scenes to make my decision and now I made my decision that I decide Romeo and Juliet were infatuated because by reading the play through, I find out that Juliet did not meet many teenagers who is around her age and also Romeo has not seen girls who is around his age. When people see someone that they usually do not see around s/he, people get some kind of different feeling compare as usual and I think this kind of feeling went into them, Romeo and Juliet thought it was love but it can not be love and there are lots of reasons for this. Firstly, they do not know about each other. They cannot say they love each other because Romeo and Juliet have good looking. Juliet says My only love sprung from my only hate! Too early seen unknown, and known too late! Prodigious birth of love it is to me, That I must love a loathed enemy. Act I Scene 5 line 137~140 This shows she thinks she is in love with Romeo but as you cans see in line Year 11 GCSE Coursework Un-jung Im 138, Too early seen unknown, and known too late. Shes saying she did not know he is Montague when she met him for first time, which means if she knew him before they met that Romeo is Montague, she might not have fallen in love with Romeo. This shows Juliet still does not know about Romeo such as what kind of person he is the one that she knows about him are name and the relationship between her family and his family. Theres no difference, no changes about Romeo but the way Juliet said that there might be probability she would not love Romeo if she knew he is Montague shows she does not love Romeo as a man. It could be mean she really does not like Montague but Romeo, if she felt love in first sight, there will be no difference whatever she knew he was Montague or not. In Act I Scene 5 line 43~52, Romeo says how much beautiful Juliet is, O she doth each the torches to burn bright! It seems she hangs upon the cheek of night As a rich jewel in an Ethiops ear- Beauty too rich for use, for earth too dear; So shows a snowy dove trooping with crows, As yonder lady oer her fellows shows. The measure done, Ill watch her place of stand, And touching hers, make blessed my rude hand. Did my heart love till now? Forswear it, sight! For I neer saw true beauty till this night The line 51-52 shows Romeo is not in love, Hes infatuated. He says he never seen someone beautiful as Juliet is and also saying he do not think he loved somebody before he meet Juliet. But before Romeo sets eyes on Juliet, he said to Benvolio, who is Montagues nephew and friend to Romeo, that he is in love with Rosaline which means until Romeo seen Juliet, he believed he is in love with Rosaline but now hes saying he thinks he didnt love anyone until today, until he meets Juliet. This shows Romeo is a person who is easily gets feeling of love. He just totally forgot about Rosaline in the grand party, which means he go to the grand party to see Rosaline but when he sees Juliet, he dropped feeling that is about Rosaline. Also the way Romeo said between line 51 and 52 was he thinks he is in love with Juliet and Juliet is really very pretty and this means he feels he is in love Year 11 GCSE Coursework .u0a1a2cddfda0115aec97ea50981cd664 , .u0a1a2cddfda0115aec97ea50981cd664 .postImageUrl , .u0a1a2cddfda0115aec97ea50981cd664 .centered-text-area { min-height: 80px; position: relative; } .u0a1a2cddfda0115aec97ea50981cd664 , .u0a1a2cddfda0115aec97ea50981cd664:hover , .u0a1a2cddfda0115aec97ea50981cd664:visited , .u0a1a2cddfda0115aec97ea50981cd664:active { border:0!important; } .u0a1a2cddfda0115aec97ea50981cd664 .clearfix:after { content: ""; display: table; clear: both; } .u0a1a2cddfda0115aec97ea50981cd664 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u0a1a2cddfda0115aec97ea50981cd664:active , .u0a1a2cddfda0115aec97ea50981cd664:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u0a1a2cddfda0115aec97ea50981cd664 .centered-text-area { width: 100%; position: relative ; } .u0a1a2cddfda0115aec97ea50981cd664 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u0a1a2cddfda0115aec97ea50981cd664 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u0a1a2cddfda0115aec97ea50981cd664 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u0a1a2cddfda0115aec97ea50981cd664:hover .ctaButton { background-color: #34495E!important; } .u0a1a2cddfda0115aec97ea50981cd664 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u0a1a2cddfda0115aec97ea50981cd664 .u0a1a2cddfda0115aec97ea50981cd664-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u0a1a2cddfda0115aec97ea50981cd664:after { content: ""; display: block; clear: both; } READ: Explore the dramatic impact of the tempest scen EssayUn-jung Im with Juliet because shes pretty. This is definitely not in love. Most people like someone who has good-looking face. I think Romeo is one of these kinds of people but that feeling is quite stronger than the others. Overall, I think they are infatuated and the feeling they had from each other was feeling that is for something that they should not be together which means they did not met their age people so wanted to know each other. This is that they felt something different and this is what they felt when they met first time.

Pop Art Essays - Western Art, Avant-garde Art, British Art

Pop Art "Pop art" is a term used to describe popular art, the word popular meaning everyday life. Pop art also varied greatly, from soup cans to comic book art to abstract art. Pop artistis often have "satirical or playful intents." This would mean that a pop artist tries to express himself through humorous art. An early pop artist was Andy Warhol, who is known for his drawing of a can of soup.He was American and was born in 1928. He died in 1987. His works can be found at the Whitney museum of American Art and at the Museum of Modern Art. Another American pop artist was Roy Lichenstein. He was born in 1923 and is still living. His work can also be found at the Whitney Museum of modern art and the Museum of Modern Art. Another pop artist was James Rosenquist. He, too, was American. He was born in 1933 and has yet to die. His works may be foundat the Museum of Modern Art and at the Metropolitan Museum of Art. Yet another American pop artist was Larry Rivers. He was born in 1923 and still lives. His work may be found at the Metropolitian Museum of Art. Robert Rauschienburg was also an American pop artist. He was born in 1925, and, like most of the other artists in this essay, still ives. His work may be found at the Whitney Museum of Art and at the Modern Museum of Art. I chose to describe As I Opened Fire, by Roy Lichenstein. It was made in 1964 and is the the third of three panels in a narrative arrangement. As I Opened Fire is magna on a canvas which is 68 X 56. Its composition reminds of a comic book. It shows 2 guns firing of the side of a ship, with letters on the top saying "That my ship was below them..." The color scheme was very interesting. For backround, Lichenstein used grey-blue. For the guns he used white, grey, and black, giving them a three-dimensional look using shadowing. For the fire (coming out of the guns) he uses white, orange, and red, making use of complementary colors. The mood is aggressive and warlike, in some way indicating that the ship was part of a surprise attack on an enemey.This picture reminds me of comic book art, in both mood and composition. To me, pop art signifies the most recent type of art. Andy Warhol liked to draw and average soup can. I like to draw desks. Pop art is more complex than earlier types of art, if not in composition and color, in mood. It can express many more things than portraits can, and in more interesting ways.

McDonalds Main Mission

Every organization has values which it strives to uphold. This can be noticed in the manner the organizations conduct their business operations. Strategies will mostly be aligned to the values sustained through the years (Gambino 6).Advertising We will write a custom essay sample on McDonald’s Main Mission specifically for you for only $16.05 $11/page Learn More McDonald’s Mission and Values The main mission of this company is to stand as the customer’s best place of choice and way to eat. The food chain store has worldwide operations. These operations are focused along a universal tactic known as the plan to win. It lays emphasis on the excellent clientele experience which recognizes 5ps in its services. The 5ps are people, products, place, price, and promotion. The food store remains focused to endlessly better its operations and improve its clientele’s experience (Shapiro 3). The Values of McDonald’s The company plac es its customers experience at the center of all activities it undertakes. Clients are the reason for the store’s existence. It shows its appreciation by offering the clients high quality products as well as grander service in a neat, friendly atmosphere, and at a very good price. Operations focus on service quality, neatness, and the value for every person involved at all times. The company will always be focused on efficiently serving its people. It offers the chance, develops people’s talents, develops leadership, and rewards performance. It acknowledges the fact that a group of properly trained people having diverse backgrounds and knowledge, functioning coherently in an atmosphere which values respect and enhances superior levels of participation are very key to its continuous success. The business has developed a superior system in place. Its model of doing business portrayed by its â€Å"three legged stool† as an example of owner, supply people, as well a s company personnel is the base that it uses to balance all the concerns of all the three mentioned groups. McDonald’s conducts its business operations through ethical practices. Here, everybody holds himself accountable and performs business to the greatest degrees of justice, morality, and integrity. Everyone is personally responsible and collectively culpable.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The company also gives back to its immediate societies. It seriously considers the mandates which come with it being an industry leader. It assists its clients develop better societies, augment Ronald McDonald House Charities , and control its size in development, scope and assets to assist in making the globe a better place. The organization conducts its business in a manner in which everything is profitable. Since it is a public company it really struggles to ensure that ever ybody benefits from it. This needs an incessant emphasis on its clients and the wellbeing of its system. It also struggles to incessantly improve. It exists as an institution which considers every situation as an opportunity to learn as well as aim to antedate and react to the non-static client, workers, and system requirements through continuous progression and innovation. McDonald’s Operation Process The company makes use of a superior operation strategy to get a larger share of the market and intensify the value of the shareholders. It specially focuses on its speed, regularization, quality of products, and the affordability offered to clients. It has managed to beat competition by majoring on these elements. It contends on three primary pillars like speed, affordability as well as regularization basically to ensure that clients remain satisfied at all times. By conducting serious market research and survey studies, McDonald’s identified that its clients wished to h ave speed among the store’s top concerns. Hence, it anchored its operations towards offering a fast, pleasant, and perfect service. It also realized that definite targets were important to quantify speed. Hence, they incessantly use appropriate measurements to match the actual performance with the desired performance. From the moment a client makes an order, to the preparation of a burger, until the client exits the store, speed is an essential element in the store’s operation strategy.Advertising We will write a custom essay sample on McDonald’s Main Mission specifically for you for only $16.05 $11/page Learn More In order to reduce the time taken to offer specific services, the business makes use of standardized training procedures for all its workers and has created new drive through layouts for many of its customers. In addition to speed, it also strives to outdo its competitors in the market by coming with prices that are so lo w and affordable to its clientele. A decision to offer high quality goods in a low cost margin needs effective procedures through all the units that the organization manages. Again, this objective is fitted into the statement of the vision which says that the organization endeavors to become the most effective service provider so that it can be the unique value to many people. The organization makes use of several processes to offer great value to its clientele. One of the greatest strategies which the organization has made use for a long time is referred to as the value meal. This value meal permits clients to purchase food items like sandwich, French fries as well as beverages at a discount rate when the food items are purchased together at once. This service is offered across all restaurants for both lunch and breakfast meals with time ranging from seven to twelve. Works Cited Gambino, Scott. Business in Process. London: Prentice Hall, 2010. Print. Shapiro, Peter. The Case of McD onald’s. New York: McGraw Hill, 2009. Print. This essay on McDonald’s Main Mission was written and submitted by user Gloria F. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

The Articles of Confederation and the U.S. Constitution essays

The Articles of Confederation and the U.S. Constitution essays The Articles of Confederation and the U.S. Constitution are two systems of government that were adopted by the United States as the backbone of their society. The Articles of Confederation was the first form of government established by the United States. It was a union between the newly declared thirteen states. Many delegates realized that the Articles of Confederation was a weak form of government and called a convention after what became known as Shays's Rebellion. At this convention, delegates debated and finally decided that the United States needed a new form of government. Once all debate and compromise were over the Constitution was established. The Articles of Confederation was the first constitution of the United States. Congress was unicameral, or a single-chamber legislature and each state had the same amount of power no matter their size or population. When documents needed to be amended, it tool approval by all thirteen states for ratification. Passing laws required approval by nine of the thirteen states. Congress could request states to pay taxes but had no real taxing powers. There were no federal court systems and all laws and court cases were handled by the state governments. Congress had no power to regulate trade between the states or internationally. The executive branch had no power and the president presided over Congress. There was no national army and the nation depended on individual states to establish a military. The weaknesses of this first form of government were eventually seen and the U.S. Constitution was eventually established. The Constitution of the United States is a system of fundamental laws of the United States of America. The Constitution was drawn up by 55 delegates to the Constitutional Convention in Philadelphia during the summer of 1787 and ratified by the states in 1788. It is a bicameral form of government. The upper house is the Senate and it consists of two representatives from e...

Major Project Essay Example | Topics and Well Written Essays - 1250 words

Major Project - Essay Example The leadership of the organization has to pronounce their promise to support the safety programs boldly. Policies of the organization regarding safety and health management should address issues relating to the purpose of having a health safety programs. Measures are taken to safeguard the employees in the workplace and policies that protect the health and safety of an employee. The input of the worker in coming up with safety and health measures is very vital because their interests will be for because the policies affect them directly (OSHA, 2013). XYZ Company needs to form a special task force that should be the responsibility of investigating accidents in the workplace. The composition of the team should include representatives from the different departments in the organization to ensure theirs equal representation. Proper investigations should be on health and safety issues monthly reports should be done to evaluate made in addressing safety and health issues. Through such a taskforce, cases that deserve compensation will be in time hence avoiding legal lawsuits that seem to have drained the company’s revenues in the 2013 financial year (OSHA, 2013). It is prudent that the organization identifies high-risk zones within an organization and caution employees in advance. Some areas in the organization can be classified as high-risk zones because they pose severe threats to the health and safety of employees. It is important to create awareness amongst employees and discourage them from accessing such areas unnecessarily without getting prior permission. Training employees who operate in the danger zones is very essential because it offers them skills that can help them avoid accidents. When a hazard is in advance, it becomes simple to come up with measures that can be used to control them and lessen the severity of

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BUSN300 UNIT 5DB - Research Paper Example In general both of them can be used interchangeably in studying, meaning that one can be used while implementing a project (Haugan, 57). The primary role of PERT is to identify the critical path that a project takes from planning to completion. It lays down the activities that need to be done in the entire project period giving the timelines to be used in implementing a series of activities performed either sequentially or parallel with other activities. In the flow chart, the initial stage of project implementation must start from step 1 before it proceeds to step 2. Some part of the project can directly go straight to step 5 from step 2 so long as at this stage it is independent. A part of the project can go through step 3, on the diagram, before finalizing at step 5. Still, some task can take the direction through step 4 and end at step, so long as it is independent of step 2 and 3. Each step has planned number of days, weeks or months to complete. It can be in terms of days, weeks or even months. Step 1 to step 4 and eventually to step 5 can take months while in the other hand, step 1 to step 2 can take days or weeks and step 2 to step 5 can take months or several weeks. Through step 3, the timeline can be months but eventually ending at step 5. Each step’s timeline can be different, but when implemented either in parallel or concurrently, it will all end at step 5 at the project completion stage. All stages of the process are what are referred to as the critical path that the project takes in order to realize completion as planned. The stages have to be meticulously planned and implemented as planned in order not to delay the entire project from completion. The steps have to be synchronized accordingly, and necessary resources should be allocated and availed in time. Such resources include tools and equipment, labor and materials. The necessary inspection and servicing of tools and equipment should be done to reduce chances of breakdown. All materials

Quality Education to Students in Monroe College Essay

Quality Education to Students in Monroe College - Essay Example I have always believed that studying at Monroe College would bring many benefits to my life. Education wise, Monroe has received nothing but positive reviews regarding the quality of its curriculum. Given the opportunity to study at Monroe, I am confident that I will grow in leaps and bounds in the field of my interest which is criminal justice. Starting from when I was still a child, I always dreamt of working in the criminal justice department. The interest I have had in this career has led me to expand my knowledge and interests by reading related journals, enabling me to expand my view on the subject. Monroe will certainly provide me with the greatest honour in growing in this career both as a student and as an individual. I still believe that there is more to come because criminal justice is a wide and detailed area of professionalism. Criminal justice entails law enforcement, legal studies, human services, corrections, probation, and parole. In addition to that, it extends to h uman services offered at both the federal and state level. Monroe College will adversely provide me with the opportunity to study and understand the wide range of issues that exist in our society. Currently, my community is ravaged by a mirage of problems, all criminal related. Existing solutions seem to work, but there is a need to provide long-term solutions especially for the complex problems. I believe the knowledge that I will garner at Monroe will provide me with the knowledge and skill to provide lasting solutions to the benefit of the community.

Analysis of Product Packaging Design

Analysis of Product Packaging Design ABSTRACT 1 Introduction Product design and specifically product shape and looks have long been identified as factors that may contribute to product value and new product success. Design of products evokes both cognitive and affective responses in the mind of the observers and this can be used to tailor a more attractive product proposition. While a lot of excellent research has been conducted on the positive effect that industrial design can have on the perceptions of customers about the product functionality, embedding issues like utility, safety and comfort, the importance of the perceived value by a customer on judgements about product elegance and social significance have not been extensively studied until recently. reference In this thesis I am trying to test whether Yes please soup pot design not only communicates to the potential customer a series of qualitative attributes about its content, i.e. quality and healthiness, but also triggers positive emotional responses on the perceived beauty and difference with similar products and that can be leveraged by the company to command a price premium 2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  NEW PRODUCT DEVELOPMENT AND PRODUCT DESIGN New product development processes are the subset of standardized procedures that companies use to manage the new product project phases that lead to the launch of new products in the market. The objective of these procedures is to implement a systematized approach to ensure the potential of new projects based on their financial and development feasibility while maximizing the value of new products as perceived by its target customers. 2.1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  What is industrial design Industrial design is the set of activities within new product development processes that deal with optimizing the functionality and appearance of a product to maximize its value for both consumer and manufacturer (1). The ultimate objective of a product design is thus to align the set of attributes embedded within the product with the target customer preferences and to implement them in a way that they are actually perceived and valued by them. In order to achieve a successful design and implementation, companies engage in direct market research to elicit the target customer segment implicit and explicit needs (the voice of the customer) and align those with product attributes, using techniques such as Quality Function Deployment (QFD) which systematically links the needs the product must satisfy with technical specifications while also prioritizing them based on the level of importance to customers. At the same time, the identification of the customer segment preferences and the mapping of those within a perceptual map, comparing how well different products in the market fulfill the identified needs, allow for the design of specific product propositions that no other product does and thus achieving a unique positioning and successful product differentiation. The dimension of product design has been recognized by several authors (Cooper, Trueman) as being critical to the ultimate success of the launch of new products. The focus of design development is centered around the efficient implementation of the product features, ergonomics and quality form to maximize its utility to users, while at the same time embedding it with a pleasant appearance that is able to communicate positive attributes that contribute to the ultimate value proposition. (3) (4) Trueman: Design has the facility to improve product reliability and quality standards thereby raising the perceived value of goods and services in the eyes of the customer, allowing companies to increase profit margins As Trueman estates (6), A value proposition must successfully integrate a product within its own environment by combining and merging coherently the different attributes, aesthetics, price and quality so that they are aligned similarly and reinforce each other. Although mistaken by artists that only worry about the visual appearece of a product, or styling, successful industrial designers are able dig into such fields as engineering, Materials science, manufacturing, and marketing to embed new products with a set of attributes directly influencing new product success in the market.(2) (3) (4) (5) (6). Ultimately, the design of an object is the specific configuration of elements, materials and components that give its particular attributes of function, shape etc. and determine how it is to be made and used. (13) By embedding the design dimension into the processes, companies ensure that the final value proposition is increased as it contributes to the perceived value by the customer. A successful design increase the perceived quality of a product, ensures that is aligned with market and regulatory standards and thus increase the odds to satisfy customer expectations. A consistent Design strategy in new product development processes also contributes to build a product and company image and helps to pull together the dimensions of company identity with branding and promotion (Trueman). Also, by taking the design dimensions early on the NPD projects, companies can reduce the final time to market and product costs by simplifying the manufacturing processes and reduce the final costs of fabrication. 2.2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The contribution of Industrial design in the final product value proposition There are many design attributes that can be embedded into new products, roughly separated within ergonomics and aesthetics, being the former more related to the experience of using the product, while the latter is focused into the experience of seeing the product. Aestethics, embedding all product parameters that determine the way the product look, are a an essential element of the purchasing process since customers base their preference on products by the subjective perceptions elicited by the product on the potential benefits it can provide.(7) In that line, the Lens model first introduced by Brunswick (?), states that the potential customer makes a mental bundle of the information it receives about the product and from there triggers a set of perceptions that will ultimately lead to a set of preferences and choices. The ways a specific design can lead to a positive perception and thus to a choice of preference vary and are entangled with other sources of information the customer receives and which align the propostion to the customer already decided preferences. The perceptions that a product can evoke are immediately related to past information received and allow the person for example to relate it to a certain corporate and brand identity, a process that many companies have followed by implementing a sustained design strategy on their products. Brand identity allows to ultimately link the products observed to perceptions on company values and overall level of attributes of the products and has been used as means of effective product differentiation. (9) (10). In different industries, companies tend to emphasize different attributes in their communication to be aligned with their specific company positioning and customers most importance preferences, like tastiness and safety in the food industry and reliability and environment friendliness in the car industry. The physical form of a product has been researched to have an important impact in the way customers judge it and has ultimately a strong correlation effect with the final product success in the market (). As Bloch (10) states the physical form or design of a product is an unquestioned determinant of its marketplace success. A good design attracts consumers to a product, communicates to them, and adds value to the product by increasing the quality of the usage experiences associated with it. 2.3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Which financial benefits can it provide Companies with an effective industrial design strategy achieve better perfoming products in the market in terms of several financial indicators as return on assets, return on sales and higher profitability, which can be linked to both the design differentiation factor as stated previously by Porter in the famous book Competitve strategy (1980) and to reduced costs due to more efficient use of materials and manufacturing processes. (14) Also, the study of Roy (13) in 1993 on 221 small and medium sized UK manufacturers which received a government subsidy to promote the active use of industrial design in the development of new or improved products showed that 60% of all projects and 90% of the implemented ones were commercially successful and profitable with payback periods averaging under 15months, which show that the effective strategic approach to include design in new product development processes can be implemented in firms of different sizes. Bloch in his research also collected previous studies that linked new product financial success factors with the inclusion of design as an inherent part of their NPD processes. He identified in a survey of senior marketing managers that, design was mentioned as the most important determinant of new product performatice by 60% of respondents by only 17% considered Price most important . Also and based on the work of cooper on the analysis of the performance of 203 new products identified that product design was the most important determinant of sales success . Most interestingly for the case of Yes Please foods product, which as will be explained later chose specifically a designer for the pot based on his previous award winning record, Some research has identified that the receipt of design awards is positively associated with profit margins above average and sales growth (Goodrich 1994; Roy 1994). 3.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The purchasing process and the visual effect of a product design 3.1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  XXXXXXXXXXXXX The ultimate act of purchasing occurs as a result of a complex mental process where the information received is analyzed and weighted as per to measure to which extend the product satisfies the needs of the customer. A general categorization of customer needs has been frequently compared with the Maslow hierarchy of needs which states that once most basic requirements have been satisfied by a product, the emphasis on a customer shifts to satisfy other more intangible needs related to symbolic and aesthetic attributes. As a result of this the purchasing process is triggered by the fulfillment of the requirements for the intended use of the product but also by the satisfaction of more intangible needs like status, elegance or social significance. In order to understand the ultimate behavioral response of a customer triggered by the visual appearance of a product it is critical to assess the cognitive and emotional processes that result from the act of observing the item under evaluation. The cognitive processes take place when a customer uses his visual senses to observe the product and perceives certain information which mentally organizes to make some judgments about its attributes and which are influenced by previous visual references or similar product stereotypes, which suggest familiar usages of the product and ultimately help the observer to interpret the signals received. It has been described a number of different approaches on how to categorize the judgments that a customer does based on the perception of a product observation. Crilly (?) has summarized all previous approaches and identifies a total of three main categories of cognitive responses to product appearance: Aesthetic, Semantic and Symbolic. From those three, the semantic interpretation, the mental inferences that an observer does to judge whether a product is capable of performing the tasks for what is intended for, is the only processes where the tangible attributes of the product are assessed. During this process the practical qualities of a product like function, performance and efficiency are analyzed and mentally compared with other references to judge the utility a product will offer to the observer. In this category I include the information that is gathered by the customer when obtaining information from reading the label and which is directly processed to identify the physical attributes of the product. The emotional responses following this cognitive process are then aligned to assess the instrumental utility of the product which ultimately lead to satisfaction, when fulfilling the expected requirements, and dissatisfaction when the product is not fulfilling them. The two other described cognitive processes are used to identify intangible attributes of the product that may or may not be perceived as valuable for the customer depending on a number of different factors, like current positioning within the Maslow hierarchy of needs, consumers cultural context and personal characteristics. The symbolic association is the cognitive response that attaches to the product some socially determined symbolic meaning. During this process, as series of values are realized to be attached to the product and assumes that others must also associate them with it. As Crilly states This culturally agreed meaning will allow the customer project a desirable image to others, express social status or communicate its personal characteristics through it. Examples of intangible values that can be associated to the product through symbolic meaning are exclusivity as the identification with certain economic status and environmentally consciousness. Finally the aesthetic impression comprises all cognitive responses that are directed towards a perceived judgment of elegance and beautifulness. Even if still there is no unanimous consensus on what comprises beautiful objects, the perception of aesthetic attraction triggers positive emotional thoughts on the customer and contribute to attaching value to the product observed. 3.2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Aesthetics Dimension As researched by several authors (?) the definition of what makes an item beautiful or aesthetically pleasant is not conclusive. It has been described though that cultural and social forces have an influence in the preferences for specific forms. Specifically, it has been described that a specific culture values and preferences may influence the acceptance of a particular style. Also seems to be proven that cultural norms may overwhelm an individual inner preferences and help shape its perceptions towards the acceptance of a specific design form. (blaich, Bloch) Thus, and although cross cultural differences stay in the way of having an unified view of what can be considered as aesthetically pleasant, the current era of advanced information technology is working towards unifying the concepts that influence the perceptions of the soft values within a product design and thus working towards a more globalized and uniform set of criteria. The cognitive processes described triggered upon the observation of a product lead to a series of emotional responses that will ultimately lead to the final decision on the purchasing process, being the most important the attraction or disgust towards the aesthetics, the satisfaction or dissatisfaction towards the fulfillment by the product of instrumental requirements for its use, the surprise or indifference based on the perceived product novelty and the admiration or indignation towards social significance. 4.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  DESIGN IN THE FOOD INDUSTRY In the food industry, Tauber (8), collected through extensive market studies an exhaustive set of problems related to food products. By doing so, he was trying to identify potential opportunities for new products while also providing with a thorough analysis of the basic needs to be fulfilled by this kind of products. From that list it can be identified a series of attributes that the product under study is fulfilling and thus achieving a specific positioning. Some of them, like low calorie content, convenience of transport and preparation and adequacy of the serving size are efficiently communicated through the information contained in the label. Others like healthy, tasty, and high quality can only be perceived by the customer through the design of the pot and label and by some previous information it might have received. Moreover, as Berkowitz researched, the shapes and images that have a more natural looking are associated with products that are fresher, taste better and have a better texture, and are ultimately more preferred by customers. At the same time, he found that aesthetic appealingness of the product, defined by bloch (10) as the ability to evoke positive beliefs, positive emotions and sympathetic with consumers aesthetic tastes, and by Crilly (11) as the sensation that results from the perception of attractiveness (or unattractiveness) in products was not of any specific interest to food products customers. 5.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Yes Please! Foods Company, products and market The trigger for the writing of this thesis has been evaluation of the influence that the design of the Yes Please! Foods soup product packaging may be having in its market performance. Yes Please Foods is Germany based company that entered the chilled organic convenience food German market in 2007. Although belonging to the generally mature food industry, both the organic and convenience sub segments have been growing at an average rate of 12% in the period 2003-2008 in Germany (15). Yes please foods can be considered to be positioned in the Premium priced range of offers within the segment as its Price its on average 33% more expensive than that of the competitors. The company started its operations in the Berlin area and has been enjoying a high growth rate in volumes sold ever since (the actual numbers can not be disclosed in this paper as they are covered by a confidential disclosure agreement). The company is currently planning to expand its operations throughout Germany and is about to close its first round of external financing. Based on the information provided by the company, it is know that the customer profile of this kind of products is that of mid to high educated people, working full time, with above average income and health conscious. It is inferred from the information provided by the company that the product is intended to fulfill the need of high quality healthy food that can be prepared and ready to serve within a short period time frame. The motto of the company portrays this positioning of healthy convenient to prepare food for customers that do not want to spend time in the kitchen as good food for busy people The design of the pot, as explained by the company owner and general manager, Gemma Michalski, was the central part of their strategy to build a company identity and resulted in one of the biggest expenditures incurred during the initial company launching. The design was commissioned to Willimas Myurray Hamm from London which used the artwork of Berlin based illustrator Martin Haake. As explained by Ms Michalski, they were specifically chosen to perform the design task because of their previous record of award winning product designs that resulted in highly successful products in the market. (16) 6.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Use of conjoint analysis to elicit the importance of attributes in the eyes of the costumers The first part of the field study I am going to conduct has been designed to measure a the potential correlation between price and design in the final willingness to pay expressed by respondents. Also I shall use the results to mesure the relative importance of each, for the whole of respondents and for potential segments I shall identify within the sample of respondents. The technique used, an empirical marketing research using conjoint analysis, was first introduced as an effective marketing tool during 1970s and has been validated as an effective means to identify the most relevant features of product, its key design attributes, and the degree of importance that customers attach to them. (17) The usefulness of the tool is extended by the ability to sort the answers from respondents to some specific criteria which allow eliciting the kind of different features preferred by different segments of consumers within the same market. At the heart of the technique, consumers are asked to rate as per their own preferences a number of different product prototypes that are embedding different features and levels of features. By doing so, the customer is making choices and trade-offs from those multi attribute alternatives based on the overall perceived utility or value of the product under evaluation. The statistical treatment of the data, using a multiple regression model, allows quantifying how much each of the single attributes is affecting the overall value of the entangled set of properties, as it is assumed that consumers have an implicit utility value for every single one of them. The first part of the technique is normally a consumer attitude survey were the general attitudes of the consumer towards the product are collected. One of the main outcomes of this part of the research is to determine which features of the product are relevant for the consumers. The aim of this first part is typically to find out why the products are purchased, which use they make of them and their attitudes toward them. Once the information is collected allows the design teams to elicit which features of the product seem to be more relevant for the customers and allows to potentially determine needs that still unresolved or problems existing with current products in the market. In this thesis I have overcome this phase since this part of the research is aimed at determining which physical features of the product are relevant, whether the focus of this thesis is aimed to the soft values attached to physical appearance. Thus, by assuming that the current most important features of the product for the target customer segment are actually satisfied by all products in the study, I have been able to focus any significance preference in the actual aesthetic value of the product and its potential relationship with the price they would be willing to pay. In order to communicate to respondents that all products evaluated had exactly the same features and were only differing in design and price, the following statement was introducing the questionnaire: The products you are going to see are all soup products. They contain just natural organic ingredients without any conservatives and must be kept in the fridge. The portions are all 500ml Generally, The second part of the conjoint process uses the information gathered to determine the whole set of attributes that define all of the existing products in a market and introduces new ones to test their acceptance by consumers. Also, different levels for each attribute are defined to obtain a meaningful representation of the different ranges within each attribute that are or could be available in the market. In order for the research to be significant, prototypes having different combinations of levels of all attributes have to be created to be ranked in preference by consumers. Typically, and due to the large number of possible permutations of attributes that can be created, a smaller sample is chosen to facilitate the consumer research study. It has been shown that eliminating combinations through an experimental design called orthogonal arrays or through judgment (those that are not possible physically i.e. by cost or conceptually i.e. by design), has no significant effect on the final outcome of the study (18) Since the research to be conducted for this thesis is aimed at identifying any preferred designs for a soup product and potentially monetary value attached to specific product appearances, I have chosen to study two sets of attributes, design comprised by the three levels, picture of natural ingredient, artistic draw and no draw and the attribute price, also with three different levels: â‚ ¬ 1,99, â‚ ¬ 2,49 and â‚ ¬ 2,99. Due to the small number of total possible combinations (32), the empirical survey shall ask respondents to evaluate all possible combinations. The rationale for choosing these type of designs has been based on previous literature on shape and images in food products (Berkowitz) and the need for the actual inclusion of the design of the Yes Please Food product to test its hypothesized perceived value on the design. The third design included no draw has been arbitrarily selected hypothesizing it to be a representative sample of an unaesthetic design. The three price level selected have been chosen on the basis of actual prices of products in the market for the picture of natural ingredient (â‚ ¬2,49) and artistic draw (â‚ ¬2,99) designs, while the third level price has been arbitrarily selected to represent a low price level within that attribute. The third part of the procedure gathers a meaningful sample of the product consumers and asks them to rank the different prototypes (combinations of the different levels of the selected attributes) based on their preferences. The aim of this part is to gather the structure of consumers preferences for different product features. In this part is important to define the question to be asked properly so it collects the opinion on consumers about the perceived value they attach to each specific product proposition. In my research I have chosen the sentence from 1-7 how likely would you be to buy this product at the stated price. One of the benefits of conjoint analysis is that it is able to achieve statistical significance on the results with a relative small sample of respondents. The aim of this research will be to achieve at least 33 respondents in order to be able to make some inferences about the direction of the proportional influence that design has in the final monetary value of the proposed prototype, being that either positive or negative. One of the limitations of my study shall be that the random sample of respondents to the questionnaire shall only be validated as actual consumers of soup products by one of the questions in the demographic profile, do you like soup? that is embedding three possible answers: no, sometimes is ok and love it. It shall be assumed that a positive answer to this question (all possible answers but no) allow to make inferences about their potentiality to be consumers of the product. That limitation is affecting jus this part of the study were the research is trying to elucidate whether design has a relationship with willingness to pay. For the second part where it will be researched the consumers perceptions about intangible attributes of the design, it will be assumed that cultural context and general profile of the respondents is similar to that of the consumers of fresh soups as explained before in the Yes Please Foods product and market chapter of this thesis. A segmentation of the respondents by any kind of useful criteria like demographics, type of usage, attitude towards the products etc will also allow to identify the preferred attributes for each type of customer segment. The final part is the statistical treatment of the results that tries to identify which attributes are preferred by consumers and which are considered to be of more relative importance to them, and thus to the final value of the product proposition. 7.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Experiment 7.1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Objectives The objectives of the experiments executed were designed to validate and refute previous research about the influence that design have in the purchase decision making process and to elicit specific findings about the design of the soup product of the sponsor company Yes Please! Foods. In the first experiment, the objective is to validate whether a series of qualitative attributes about the product can be inferred from the customer just by looking at the design, specifically the respondents are required to rate each of the three designs as per their perception on how they consider them to be healthy, fresh, of high quality, different and beautiful. One of the objectives of this part of the experiment is to validate the hypothesis that the design of the pot of the Yes Please! Foods soup product has is somehow original that can be clearly differentiated from that of the competitors and that is considered to be an aesthetically pleasant design. Another objective of this part of the research is to validate previous research like that of Berkowitz (9), Bloch (10) and Trueman (6) which asserted that in mature markets, product form is one way to gain consumer notice and achieve a clear product differentiation. By assessing the responses about the attributes quality, freshness and Healthiness, it is pursued to validate the research of Bloch (10) and Nusssbaum (?), which stated that exterior appearance of a product is an important channel to communicate information to consumers, that Product form allows to generate inferences regarding other product attributes. Also this experiment will help to validate the research from Berlkowtiz () which found that natural shapes displayed in the packaging of food products help consumers to make assumptions about the product as being more fresh healthy and of higher quality. Finally I intend to validate the research of Trueman (6) which found that products that are considered to have a good design (which I shall relate to the weight of the responses on the attribute beautiful) are considered to be of superior quality, by checking whether products to be considered beautiful on my research are also considered to be of high quality. The inferences that I will try to make with the results of the second part of the research, a conjoint analysis of 9 different prototypes which result from the combination of three different design styles and three different sets of prices, will be dependent upon the results of the first part. If during the first experiment I am able to proof that some of the three designs are considered to be significantly more beautiful than the others, I shall be able to validate with the results of the second experiment are aligned with the results found by Bloch. Kotler and Nussbaum when they found that given two identical products in terms of features and price, the one with the most beautiful design is preferred by respodents. At the same time I shall try to validate whether a product considered to be more beautiful can command a higher willingness to pay, which is stated in the survey designed as the likeliness to buy the shown product. If that is proven to be the case, I will try to identify the reasons why those customers would be willing to spend more in such product by relating it to their perceptions on the other attributes of the same product, either being the subset of attributes regarding product utility, (higher quality, more natural or more healthy) , the subset of aesthetic attributes (more beautiful, more different) or both. Finally I shall use the results of the second experiment to validate the research of Berkowitz which found that products with natural shapes tend to be considered more natural, and healthy. I shall do this by specifically analyzing the results of one of the chosen designs which portrays a picture of a natural tomato on the label. Also I shall try to refute the findings of the same author which found in previous research that attractive designs where not of any specific interest to consumers in terms of aesthetic appeal. 7.2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Methodology 7.2.1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Sample The survey will be send to all recipients of the address domain [emailprotected], for which I expect a random sample of respondents within the employees of ESMT and all recipients of address [emailprotected], for which I expect a random sample of ESMT MBA 2009 students I believe this sample shall be repre Analysis of Product Packaging Design Analysis of Product Packaging Design ABSTRACT 1 Introduction Product design and specifically product shape and looks have long been identified as factors that may contribute to product value and new product success. Design of products evokes both cognitive and affective responses in the mind of the observers and this can be used to tailor a more attractive product proposition. While a lot of excellent research has been conducted on the positive effect that industrial design can have on the perceptions of customers about the product functionality, embedding issues like utility, safety and comfort, the importance of the perceived value by a customer on judgements about product elegance and social significance have not been extensively studied until recently. reference In this thesis I am trying to test whether Yes please soup pot design not only communicates to the potential customer a series of qualitative attributes about its content, i.e. quality and healthiness, but also triggers positive emotional responses on the perceived beauty and difference with similar products and that can be leveraged by the company to command a price premium 2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  NEW PRODUCT DEVELOPMENT AND PRODUCT DESIGN New product development processes are the subset of standardized procedures that companies use to manage the new product project phases that lead to the launch of new products in the market. The objective of these procedures is to implement a systematized approach to ensure the potential of new projects based on their financial and development feasibility while maximizing the value of new products as perceived by its target customers. 2.1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  What is industrial design Industrial design is the set of activities within new product development processes that deal with optimizing the functionality and appearance of a product to maximize its value for both consumer and manufacturer (1). The ultimate objective of a product design is thus to align the set of attributes embedded within the product with the target customer preferences and to implement them in a way that they are actually perceived and valued by them. In order to achieve a successful design and implementation, companies engage in direct market research to elicit the target customer segment implicit and explicit needs (the voice of the customer) and align those with product attributes, using techniques such as Quality Function Deployment (QFD) which systematically links the needs the product must satisfy with technical specifications while also prioritizing them based on the level of importance to customers. At the same time, the identification of the customer segment preferences and the mapping of those within a perceptual map, comparing how well different products in the market fulfill the identified needs, allow for the design of specific product propositions that no other product does and thus achieving a unique positioning and successful product differentiation. The dimension of product design has been recognized by several authors (Cooper, Trueman) as being critical to the ultimate success of the launch of new products. The focus of design development is centered around the efficient implementation of the product features, ergonomics and quality form to maximize its utility to users, while at the same time embedding it with a pleasant appearance that is able to communicate positive attributes that contribute to the ultimate value proposition. (3) (4) Trueman: Design has the facility to improve product reliability and quality standards thereby raising the perceived value of goods and services in the eyes of the customer, allowing companies to increase profit margins As Trueman estates (6), A value proposition must successfully integrate a product within its own environment by combining and merging coherently the different attributes, aesthetics, price and quality so that they are aligned similarly and reinforce each other. Although mistaken by artists that only worry about the visual appearece of a product, or styling, successful industrial designers are able dig into such fields as engineering, Materials science, manufacturing, and marketing to embed new products with a set of attributes directly influencing new product success in the market.(2) (3) (4) (5) (6). Ultimately, the design of an object is the specific configuration of elements, materials and components that give its particular attributes of function, shape etc. and determine how it is to be made and used. (13) By embedding the design dimension into the processes, companies ensure that the final value proposition is increased as it contributes to the perceived value by the customer. A successful design increase the perceived quality of a product, ensures that is aligned with market and regulatory standards and thus increase the odds to satisfy customer expectations. A consistent Design strategy in new product development processes also contributes to build a product and company image and helps to pull together the dimensions of company identity with branding and promotion (Trueman). Also, by taking the design dimensions early on the NPD projects, companies can reduce the final time to market and product costs by simplifying the manufacturing processes and reduce the final costs of fabrication. 2.2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The contribution of Industrial design in the final product value proposition There are many design attributes that can be embedded into new products, roughly separated within ergonomics and aesthetics, being the former more related to the experience of using the product, while the latter is focused into the experience of seeing the product. Aestethics, embedding all product parameters that determine the way the product look, are a an essential element of the purchasing process since customers base their preference on products by the subjective perceptions elicited by the product on the potential benefits it can provide.(7) In that line, the Lens model first introduced by Brunswick (?), states that the potential customer makes a mental bundle of the information it receives about the product and from there triggers a set of perceptions that will ultimately lead to a set of preferences and choices. The ways a specific design can lead to a positive perception and thus to a choice of preference vary and are entangled with other sources of information the customer receives and which align the propostion to the customer already decided preferences. The perceptions that a product can evoke are immediately related to past information received and allow the person for example to relate it to a certain corporate and brand identity, a process that many companies have followed by implementing a sustained design strategy on their products. Brand identity allows to ultimately link the products observed to perceptions on company values and overall level of attributes of the products and has been used as means of effective product differentiation. (9) (10). In different industries, companies tend to emphasize different attributes in their communication to be aligned with their specific company positioning and customers most importance preferences, like tastiness and safety in the food industry and reliability and environment friendliness in the car industry. The physical form of a product has been researched to have an important impact in the way customers judge it and has ultimately a strong correlation effect with the final product success in the market (). As Bloch (10) states the physical form or design of a product is an unquestioned determinant of its marketplace success. A good design attracts consumers to a product, communicates to them, and adds value to the product by increasing the quality of the usage experiences associated with it. 2.3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Which financial benefits can it provide Companies with an effective industrial design strategy achieve better perfoming products in the market in terms of several financial indicators as return on assets, return on sales and higher profitability, which can be linked to both the design differentiation factor as stated previously by Porter in the famous book Competitve strategy (1980) and to reduced costs due to more efficient use of materials and manufacturing processes. (14) Also, the study of Roy (13) in 1993 on 221 small and medium sized UK manufacturers which received a government subsidy to promote the active use of industrial design in the development of new or improved products showed that 60% of all projects and 90% of the implemented ones were commercially successful and profitable with payback periods averaging under 15months, which show that the effective strategic approach to include design in new product development processes can be implemented in firms of different sizes. Bloch in his research also collected previous studies that linked new product financial success factors with the inclusion of design as an inherent part of their NPD processes. He identified in a survey of senior marketing managers that, design was mentioned as the most important determinant of new product performatice by 60% of respondents by only 17% considered Price most important . Also and based on the work of cooper on the analysis of the performance of 203 new products identified that product design was the most important determinant of sales success . Most interestingly for the case of Yes Please foods product, which as will be explained later chose specifically a designer for the pot based on his previous award winning record, Some research has identified that the receipt of design awards is positively associated with profit margins above average and sales growth (Goodrich 1994; Roy 1994). 3.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The purchasing process and the visual effect of a product design 3.1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  XXXXXXXXXXXXX The ultimate act of purchasing occurs as a result of a complex mental process where the information received is analyzed and weighted as per to measure to which extend the product satisfies the needs of the customer. A general categorization of customer needs has been frequently compared with the Maslow hierarchy of needs which states that once most basic requirements have been satisfied by a product, the emphasis on a customer shifts to satisfy other more intangible needs related to symbolic and aesthetic attributes. As a result of this the purchasing process is triggered by the fulfillment of the requirements for the intended use of the product but also by the satisfaction of more intangible needs like status, elegance or social significance. In order to understand the ultimate behavioral response of a customer triggered by the visual appearance of a product it is critical to assess the cognitive and emotional processes that result from the act of observing the item under evaluation. The cognitive processes take place when a customer uses his visual senses to observe the product and perceives certain information which mentally organizes to make some judgments about its attributes and which are influenced by previous visual references or similar product stereotypes, which suggest familiar usages of the product and ultimately help the observer to interpret the signals received. It has been described a number of different approaches on how to categorize the judgments that a customer does based on the perception of a product observation. Crilly (?) has summarized all previous approaches and identifies a total of three main categories of cognitive responses to product appearance: Aesthetic, Semantic and Symbolic. From those three, the semantic interpretation, the mental inferences that an observer does to judge whether a product is capable of performing the tasks for what is intended for, is the only processes where the tangible attributes of the product are assessed. During this process the practical qualities of a product like function, performance and efficiency are analyzed and mentally compared with other references to judge the utility a product will offer to the observer. In this category I include the information that is gathered by the customer when obtaining information from reading the label and which is directly processed to identify the physical attributes of the product. The emotional responses following this cognitive process are then aligned to assess the instrumental utility of the product which ultimately lead to satisfaction, when fulfilling the expected requirements, and dissatisfaction when the product is not fulfilling them. The two other described cognitive processes are used to identify intangible attributes of the product that may or may not be perceived as valuable for the customer depending on a number of different factors, like current positioning within the Maslow hierarchy of needs, consumers cultural context and personal characteristics. The symbolic association is the cognitive response that attaches to the product some socially determined symbolic meaning. During this process, as series of values are realized to be attached to the product and assumes that others must also associate them with it. As Crilly states This culturally agreed meaning will allow the customer project a desirable image to others, express social status or communicate its personal characteristics through it. Examples of intangible values that can be associated to the product through symbolic meaning are exclusivity as the identification with certain economic status and environmentally consciousness. Finally the aesthetic impression comprises all cognitive responses that are directed towards a perceived judgment of elegance and beautifulness. Even if still there is no unanimous consensus on what comprises beautiful objects, the perception of aesthetic attraction triggers positive emotional thoughts on the customer and contribute to attaching value to the product observed. 3.2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Aesthetics Dimension As researched by several authors (?) the definition of what makes an item beautiful or aesthetically pleasant is not conclusive. It has been described though that cultural and social forces have an influence in the preferences for specific forms. Specifically, it has been described that a specific culture values and preferences may influence the acceptance of a particular style. Also seems to be proven that cultural norms may overwhelm an individual inner preferences and help shape its perceptions towards the acceptance of a specific design form. (blaich, Bloch) Thus, and although cross cultural differences stay in the way of having an unified view of what can be considered as aesthetically pleasant, the current era of advanced information technology is working towards unifying the concepts that influence the perceptions of the soft values within a product design and thus working towards a more globalized and uniform set of criteria. The cognitive processes described triggered upon the observation of a product lead to a series of emotional responses that will ultimately lead to the final decision on the purchasing process, being the most important the attraction or disgust towards the aesthetics, the satisfaction or dissatisfaction towards the fulfillment by the product of instrumental requirements for its use, the surprise or indifference based on the perceived product novelty and the admiration or indignation towards social significance. 4.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  DESIGN IN THE FOOD INDUSTRY In the food industry, Tauber (8), collected through extensive market studies an exhaustive set of problems related to food products. By doing so, he was trying to identify potential opportunities for new products while also providing with a thorough analysis of the basic needs to be fulfilled by this kind of products. From that list it can be identified a series of attributes that the product under study is fulfilling and thus achieving a specific positioning. Some of them, like low calorie content, convenience of transport and preparation and adequacy of the serving size are efficiently communicated through the information contained in the label. Others like healthy, tasty, and high quality can only be perceived by the customer through the design of the pot and label and by some previous information it might have received. Moreover, as Berkowitz researched, the shapes and images that have a more natural looking are associated with products that are fresher, taste better and have a better texture, and are ultimately more preferred by customers. At the same time, he found that aesthetic appealingness of the product, defined by bloch (10) as the ability to evoke positive beliefs, positive emotions and sympathetic with consumers aesthetic tastes, and by Crilly (11) as the sensation that results from the perception of attractiveness (or unattractiveness) in products was not of any specific interest to food products customers. 5.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Yes Please! Foods Company, products and market The trigger for the writing of this thesis has been evaluation of the influence that the design of the Yes Please! Foods soup product packaging may be having in its market performance. Yes Please Foods is Germany based company that entered the chilled organic convenience food German market in 2007. Although belonging to the generally mature food industry, both the organic and convenience sub segments have been growing at an average rate of 12% in the period 2003-2008 in Germany (15). Yes please foods can be considered to be positioned in the Premium priced range of offers within the segment as its Price its on average 33% more expensive than that of the competitors. The company started its operations in the Berlin area and has been enjoying a high growth rate in volumes sold ever since (the actual numbers can not be disclosed in this paper as they are covered by a confidential disclosure agreement). The company is currently planning to expand its operations throughout Germany and is about to close its first round of external financing. Based on the information provided by the company, it is know that the customer profile of this kind of products is that of mid to high educated people, working full time, with above average income and health conscious. It is inferred from the information provided by the company that the product is intended to fulfill the need of high quality healthy food that can be prepared and ready to serve within a short period time frame. The motto of the company portrays this positioning of healthy convenient to prepare food for customers that do not want to spend time in the kitchen as good food for busy people The design of the pot, as explained by the company owner and general manager, Gemma Michalski, was the central part of their strategy to build a company identity and resulted in one of the biggest expenditures incurred during the initial company launching. The design was commissioned to Willimas Myurray Hamm from London which used the artwork of Berlin based illustrator Martin Haake. As explained by Ms Michalski, they were specifically chosen to perform the design task because of their previous record of award winning product designs that resulted in highly successful products in the market. (16) 6.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Use of conjoint analysis to elicit the importance of attributes in the eyes of the costumers The first part of the field study I am going to conduct has been designed to measure a the potential correlation between price and design in the final willingness to pay expressed by respondents. Also I shall use the results to mesure the relative importance of each, for the whole of respondents and for potential segments I shall identify within the sample of respondents. The technique used, an empirical marketing research using conjoint analysis, was first introduced as an effective marketing tool during 1970s and has been validated as an effective means to identify the most relevant features of product, its key design attributes, and the degree of importance that customers attach to them. (17) The usefulness of the tool is extended by the ability to sort the answers from respondents to some specific criteria which allow eliciting the kind of different features preferred by different segments of consumers within the same market. At the heart of the technique, consumers are asked to rate as per their own preferences a number of different product prototypes that are embedding different features and levels of features. By doing so, the customer is making choices and trade-offs from those multi attribute alternatives based on the overall perceived utility or value of the product under evaluation. The statistical treatment of the data, using a multiple regression model, allows quantifying how much each of the single attributes is affecting the overall value of the entangled set of properties, as it is assumed that consumers have an implicit utility value for every single one of them. The first part of the technique is normally a consumer attitude survey were the general attitudes of the consumer towards the product are collected. One of the main outcomes of this part of the research is to determine which features of the product are relevant for the consumers. The aim of this first part is typically to find out why the products are purchased, which use they make of them and their attitudes toward them. Once the information is collected allows the design teams to elicit which features of the product seem to be more relevant for the customers and allows to potentially determine needs that still unresolved or problems existing with current products in the market. In this thesis I have overcome this phase since this part of the research is aimed at determining which physical features of the product are relevant, whether the focus of this thesis is aimed to the soft values attached to physical appearance. Thus, by assuming that the current most important features of the product for the target customer segment are actually satisfied by all products in the study, I have been able to focus any significance preference in the actual aesthetic value of the product and its potential relationship with the price they would be willing to pay. In order to communicate to respondents that all products evaluated had exactly the same features and were only differing in design and price, the following statement was introducing the questionnaire: The products you are going to see are all soup products. They contain just natural organic ingredients without any conservatives and must be kept in the fridge. The portions are all 500ml Generally, The second part of the conjoint process uses the information gathered to determine the whole set of attributes that define all of the existing products in a market and introduces new ones to test their acceptance by consumers. Also, different levels for each attribute are defined to obtain a meaningful representation of the different ranges within each attribute that are or could be available in the market. In order for the research to be significant, prototypes having different combinations of levels of all attributes have to be created to be ranked in preference by consumers. Typically, and due to the large number of possible permutations of attributes that can be created, a smaller sample is chosen to facilitate the consumer research study. It has been shown that eliminating combinations through an experimental design called orthogonal arrays or through judgment (those that are not possible physically i.e. by cost or conceptually i.e. by design), has no significant effect on the final outcome of the study (18) Since the research to be conducted for this thesis is aimed at identifying any preferred designs for a soup product and potentially monetary value attached to specific product appearances, I have chosen to study two sets of attributes, design comprised by the three levels, picture of natural ingredient, artistic draw and no draw and the attribute price, also with three different levels: â‚ ¬ 1,99, â‚ ¬ 2,49 and â‚ ¬ 2,99. Due to the small number of total possible combinations (32), the empirical survey shall ask respondents to evaluate all possible combinations. The rationale for choosing these type of designs has been based on previous literature on shape and images in food products (Berkowitz) and the need for the actual inclusion of the design of the Yes Please Food product to test its hypothesized perceived value on the design. The third design included no draw has been arbitrarily selected hypothesizing it to be a representative sample of an unaesthetic design. The three price level selected have been chosen on the basis of actual prices of products in the market for the picture of natural ingredient (â‚ ¬2,49) and artistic draw (â‚ ¬2,99) designs, while the third level price has been arbitrarily selected to represent a low price level within that attribute. The third part of the procedure gathers a meaningful sample of the product consumers and asks them to rank the different prototypes (combinations of the different levels of the selected attributes) based on their preferences. The aim of this part is to gather the structure of consumers preferences for different product features. In this part is important to define the question to be asked properly so it collects the opinion on consumers about the perceived value they attach to each specific product proposition. In my research I have chosen the sentence from 1-7 how likely would you be to buy this product at the stated price. One of the benefits of conjoint analysis is that it is able to achieve statistical significance on the results with a relative small sample of respondents. The aim of this research will be to achieve at least 33 respondents in order to be able to make some inferences about the direction of the proportional influence that design has in the final monetary value of the proposed prototype, being that either positive or negative. One of the limitations of my study shall be that the random sample of respondents to the questionnaire shall only be validated as actual consumers of soup products by one of the questions in the demographic profile, do you like soup? that is embedding three possible answers: no, sometimes is ok and love it. It shall be assumed that a positive answer to this question (all possible answers but no) allow to make inferences about their potentiality to be consumers of the product. That limitation is affecting jus this part of the study were the research is trying to elucidate whether design has a relationship with willingness to pay. For the second part where it will be researched the consumers perceptions about intangible attributes of the design, it will be assumed that cultural context and general profile of the respondents is similar to that of the consumers of fresh soups as explained before in the Yes Please Foods product and market chapter of this thesis. A segmentation of the respondents by any kind of useful criteria like demographics, type of usage, attitude towards the products etc will also allow to identify the preferred attributes for each type of customer segment. The final part is the statistical treatment of the results that tries to identify which attributes are preferred by consumers and which are considered to be of more relative importance to them, and thus to the final value of the product proposition. 7.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Experiment 7.1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Objectives The objectives of the experiments executed were designed to validate and refute previous research about the influence that design have in the purchase decision making process and to elicit specific findings about the design of the soup product of the sponsor company Yes Please! Foods. In the first experiment, the objective is to validate whether a series of qualitative attributes about the product can be inferred from the customer just by looking at the design, specifically the respondents are required to rate each of the three designs as per their perception on how they consider them to be healthy, fresh, of high quality, different and beautiful. One of the objectives of this part of the experiment is to validate the hypothesis that the design of the pot of the Yes Please! Foods soup product has is somehow original that can be clearly differentiated from that of the competitors and that is considered to be an aesthetically pleasant design. Another objective of this part of the research is to validate previous research like that of Berkowitz (9), Bloch (10) and Trueman (6) which asserted that in mature markets, product form is one way to gain consumer notice and achieve a clear product differentiation. By assessing the responses about the attributes quality, freshness and Healthiness, it is pursued to validate the research of Bloch (10) and Nusssbaum (?), which stated that exterior appearance of a product is an important channel to communicate information to consumers, that Product form allows to generate inferences regarding other product attributes. Also this experiment will help to validate the research from Berlkowtiz () which found that natural shapes displayed in the packaging of food products help consumers to make assumptions about the product as being more fresh healthy and of higher quality. Finally I intend to validate the research of Trueman (6) which found that products that are considered to have a good design (which I shall relate to the weight of the responses on the attribute beautiful) are considered to be of superior quality, by checking whether products to be considered beautiful on my research are also considered to be of high quality. The inferences that I will try to make with the results of the second part of the research, a conjoint analysis of 9 different prototypes which result from the combination of three different design styles and three different sets of prices, will be dependent upon the results of the first part. If during the first experiment I am able to proof that some of the three designs are considered to be significantly more beautiful than the others, I shall be able to validate with the results of the second experiment are aligned with the results found by Bloch. Kotler and Nussbaum when they found that given two identical products in terms of features and price, the one with the most beautiful design is preferred by respodents. At the same time I shall try to validate whether a product considered to be more beautiful can command a higher willingness to pay, which is stated in the survey designed as the likeliness to buy the shown product. If that is proven to be the case, I will try to identify the reasons why those customers would be willing to spend more in such product by relating it to their perceptions on the other attributes of the same product, either being the subset of attributes regarding product utility, (higher quality, more natural or more healthy) , the subset of aesthetic attributes (more beautiful, more different) or both. Finally I shall use the results of the second experiment to validate the research of Berkowitz which found that products with natural shapes tend to be considered more natural, and healthy. I shall do this by specifically analyzing the results of one of the chosen designs which portrays a picture of a natural tomato on the label. Also I shall try to refute the findings of the same author which found in previous research that attractive designs where not of any specific interest to consumers in terms of aesthetic appeal. 7.2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Methodology 7.2.1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Sample The survey will be send to all recipients of the address domain [emailprotected], for which I expect a random sample of respondents within the employees of ESMT and all recipients of address [emailprotected], for which I expect a random sample of ESMT MBA 2009 students I believe this sample shall be repre