The Characteristics of ESFP Essay Example | Topics and Well Written Essays - 1000 words

The Characteristics of ESFP - Essay Example From this essay it is clear that  extraversion is the state or act of being more concerned with what is outside than self so as to attain gratification which is characterized by more talkativeness and energetic behavior. Extravert is more interested in interactions with other people to express their character of talkativeness, assertiveness, happiness and companion. As an extravert one is often happy around other people and energized in activities that comprise of large gathering of people, either in parties, activities of a community, groups involved in politics and demonstrations and you feel very comfortable at that.As the discussion highlights that  sensing deals with the perception of senses by examining tangible through touch, taste, sight or hearing. Sensing ensures that the data obtained is in a concrete and literal fashion and the information is collected on the basis of senses that are practical and concrete rather than intuitions. It is more realistic as it involves se nsing of exactly what is perceived thus for one to be sensible he or she need to be effective to things that he or she comes into contact with through touch, hearing, taste, sight or by feel.Sensing pays attention to the physical world such as experiences which leads to impulsive action as it Sensing can be portrayed through food tasting, noticing when a spotlight has changed, speech memorization or following steps in a procedure.

Skeletal and Muscular System Relationship Essay Example for Free

Skeletal and Muscular System Relationship Essay Pinak Patel Anatomy and Physiology Professor Jargen December 14, 2011 Skeletal System and Muscular System In anatomy and physiology we study the structure of living things and the function of living systems. In physiology, the scientific method is applied to determine how different organisms, organ systems, organs, cells, and biomolecules carry out the chemical or physical function that they have in the living system. Both anatomy and physiology are subcategories of biology. Throughout our class we have discussed many different systems of the body. One system that is very important to the human body is the muscular system, which consists of three different types of muscle tissue. Along with the muscular system is the skeletal system, which consists of the bones and the different types of tissue it contains. Both of these systems have many different functions, and can be interconnected together. These two systems work together and they form the musculoskeletal system. The muscular system consists of three different types of muscle tissue and it has four different functions. The muscular system also encompasses many properties. The three different types of muscle tissues it includes are skeletal muscle, cardiac muscle, and smooth muscle. The skeletal muscle’s main function is to move the bones of the skeleton. This muscle is voluntary and is also striated, meaning that it is striped, which is due to the muscle fibers that are combined into parallel fibers. Some of these muscles can be controlled unknowningly. For example, the diaphragm of the human body continues to alternately contract and relax while we are asleep, allowing our lungs to expand to breathe. The cardiac muscle tissue is found only in the heart. It is similar to the skeletal muscle in that it is striated, but it is also different in that it is involuntary. The smooth muscle tissue can be found within the walls of the digestive tract, blood vessels, and airways of the respiratory system. This tissue is nonstriated, which means that it is not striped and the fibers are not arranged into parallel orderly bands like the skeletal and cardiac muscle. The smooth muscle tissue is also involuntary. The muscular system has four key functions. It produces body movements, and stabilizes the body positions, for example, it holds contraction of the neck uscles that hold one’s head upright. Another function of the muscle tissue is that it is the storange and transportation of substances within the body: skeletal muscle contractions move lymph throughout the body, and help return blood to the heart. The final function of the muscle tissue is that it helps to maintain one’s posture. Each skeletal tissue is made of hundreds of t housands of cells called muscle fibers. The fascia is a component of connective tissue and it is a broad sheet of fibrous connective tissue that surrounds and supports muscles and other organs. The external part is the deep fascia that consists of theee layers of connective tissue. The epimysium is the outermost later that encircles the entire muscle. The perimysium surrounds groups of ten to hundereds or more individual muscle fibers, seperating those into bundles called fasicles. Then there is the endomysium, which seperates each individual muscle fiber. The nerve and blood supply of the muscle tissue consists of arteries, veins, and nerves that run together. There are somatic motor neurons that stimulate the muscles to contract. These neurons begin in the brain or spinal cord and extend by an axon to a group of skeletal muscle fibers. All in all, the skeletal muscle tissue contains many vital things, in order for everything to work properly. The skeletal system has many functions as well, just like the muscular system. The skeletal system has six different functions: support, protection, assistance in movement, mineral homeostasis, blood cell production, and triglyceride storage. Unlike the muscular system, posture is not a function of the skeletal system. There are also four types of cells that are present in bone tissue. The first type of cells is the osteogenic cells, which are unspecialized stem cells that are the only bone cells that divide. Another type of cells is the osteoblasts, which are the bone building cells; known as the immature bone cells. Then, there are the osteocytes, which are the mature bone cells and are the main cells in the bone. They exchange nutrients and wastes with the blood, which help maintain the bone’s normal metabolism. Finally, the osteoclasts, which are the cells that release powerful lysosomal enzymes and acids that break down the matrix (resorption). The bone tissue also has nerve and blood supply that also consists of arteries and veins. Although one can claim that there can’t be much inter-relation with the skeletal and muscular system, there are some relations to be made. First of all, vertebrates move by the actions of muscles on bones. Therefore, tendons attach many skeletal muscles across joints, allowing muscle contration to move the bones across the joint. Muscles generally work in pairs to produce movement: when one muscle flexes or contracts, the other relaxes. Next, the skeleton and muscles function together as the musculoskeletal system. This system is often treated as two separate systems, the muscular, and skeletal plays an important homeostatic role: allowing humans to move to more favorable conditions. Certain cells in the bones produce immune cells as well as important cellular components of the blood. Therefore, bone also helps to regulate blood calcium levels, serving as a calcium sink. Finally, the rapid muscular contraction is important in generating internal heat, which is another important function that can relate to bone tissue as well. There are many important systems that we study in anatomy and physiology. The skeletal system and muscular system are just two of them. Both of these systems have many functions that can be studied in depth. Although there are quite a few systems that aren’t very comparable, these two systems make an exception. In conclusion, both of these systems, bones and muscles, work together in many ways and can be inter-related to a certain degree.

Morals and values learnt in Under a Ramshackle Rainbow Essay -- Engli

Morals and values learnt in Under a Ramshackle Rainbow " Under a Ramshackle Rainbow", is a very deep poem in which the poet uses dark and morbid images and symbols to get across morals and values to the reader. The underlining theme of the poem is how one should treat their surroundings and what the consequences to their actions will be. From the immediate start of the poem, a creepy and eery atmosphere is created by casting a dark image in the reader's mind. ' A dead tree. On a rotten branch sit two wingless birds.' The words 'dead' and 'rotten' show the sincerity of the issue. The mentioning of two wingless birds is very significant as they portray the poet's first message to the reader. The wingless birds basically defy their objective in life. Birds need wings to fly and without wings not only do they not have their freedom, but they have no means of survival; they cannot avoid predators or catch prey. Therefore death is inevitable. After only reading the first two lines the reader may feel confused to why the birds are wingless and why their habit is in such an unusual state. The ending to the first stanza clarify the confusion. ' Among leaves on the ground a man is searching for his hands. It is fall. By this, the poet is explaining the cause of the dead tree and the wingless birds. When saying that the man is ' searching for his hands', it is made clear that the search is a pointless exercise as the reader is told that it is fall and therefore the pile of leaves would be extremely deep. Although the man still has his site, he does not have his hands which are essentially needed to search through the leaves. The poet uses this description as it is symbolizes man searching ... ...re successfully receiving compensation for man's behaviour is secured by the last line of the poem. ' The ants gather on the shore. ' It is as though the ants represent nature and are the audience that witness the death of the man. After reading " Under the Ramshackle Rainbow" the reader understands perfectly, the aim of the poem. The aim of the poem is to get across a message that one should respect their surroundings and instead of neglect or abuse them, giving back to them what you take. If one should act in greed and only take from nature, they will have to suffer the consequences. The aim of the poem is put forward effectively by using methods such as patheticfallacy, irony and dramatic twists. The poet also uses enjambement to give the poem a more distorted rhyme and structural appearance that emphasises the destruction and ruin of the poem.

After School Programs Essay -- Education, Constructivism

This chapter provides a review of the literature related to after school programs. The literature review is organized into the following categories: History of After School Programs, Need for After School Programs, Effectiveness of After School Programs, Frequency and Duration, and Middle School After School Programs. This section also reviews the theoretical framework for this research. Theoretical Framework Constructivism is a philosophy of learning founded on the premise that, by reflecting on our experiences, we construct our own knowledge of the world we live in (Au & Carrol, 1996). Learning is simply the process of adjusting what we already know to accommodate new experiences. Constructivism can be traced to the eighteenth century and the work of Giambattista (Bhattacharya & Han, 2001). Bhattacharya and Han maintained that humans are able to understand only what they themselves have constructed. Many philosophers and educators have worked with these ideas, but the first to develop a clear idea of what constructivism consists of were Jean Piaget and John Dewey. Von Glaserfield (1990) acknowledged that constructivism means â€Å"knowledge is not passively received.† Piaget (1973) stated that students are not just â€Å"empty heads† that can be filled with facts from packaged curriculum that is given out my teachers. Constructivism does not depend on a standardized curriculum. Instead, it promotes using curriculum customized to the students’ prior knowledge. Also, it emphasizes real world problem solving, experiments, reasoning and communication (Au & Carrol , 1997). Constructivism gives students the power to make connections, reformulate ideas, and reach conclusions (Brewer & Daane, 2002). After school programs often focus on teac... ...ved in 21st Century Community Learning Centers. The evaluation revealed that programs had difficulty recruiting and retaining young teens, and those that did participate attended inconsistently. The middle school students were less likely to participate in academic classes and more likely to be involved in recreation activities. Beth Miller (2003) stated that after school programs serving middle school children, must keep students engaged in the program by a variety of popular and engaging activities. She further noted that after-school programs are successful when participants have motivation to achieve academically. In summary, middle school learners benefit from frequent participation in quality after school programs that increase engagement in learning, provide a variety of recreational activities, and build key skills necessary for academic success.

Ethan Frome Lit Crit

Marxism is mainly about money and If you don't have money then your not happy and you will be unhappy because you wont have as much as you would like. The narrator needed a ride to his work and he couldn't find anyone someone told him about Ethan, that he will do anything to make a buck. The narrator asked Ethan and he ended up saying yes because he needed the money. When Ethan came back from law school, for good, his mother hired Keenan to take care of her but then people started talking and he felt obligated to marry Keenan In the end.When Ethane's mother died she was worried about money ND what Ethane's dad had done. Ethan worked In his lumber limb that he had and did anything to get a few bucks here and there. Since Keenan â€Å"always† got sick, since Ethane's mother died, she would spend most of their money to pay for her medical bills and medication. Instead of paying a maid to come and work for them Keenan was able to get Mattie to help her for free because Mattie didn 't have anyone after her parents died except her cousin Keenan. The first time Ethan picked up Mattie to him It felt like love at first sight when they first met her.Even though It was love at iris sight he TLD realize that It was going to be another person to feed even with the little money he was making from the lumber limb. Financially he had to make a way to provide to feed an extra person. Ever since Ethan met Mattie and when they would hang out he felt less stress about money. He kept wanting to leave with Mattie but never could because he couldn't leave Keenan just like that. He was afraid of what people might look at it. If Ethan was able to leave Keenan Just like the man who left his wife for his mistress he would.As much as he wanted to do so he felt bad to leave ere after all he did bring her to the house and now he's Just going to leave her with a house with bills that she couldn't afford to pay and she wouldn't able to sell it. The economy was down in town and people we ren't able to pay for or buy a house. The economy was down to a point where people were barely making it. Jobs were being lost. Some people couldn't afford a lot of food because they needed to have a house. This relates to Ethan From because Ethan was one of those people who couldn't make a lot of money.Ethan had trouble getting Just a little extra cash on the side Just o afford something for themselves. Ethan From Is a good example of Marxism because it shows that people of the lower class are always unhappy unless they have money with them. In this book it tells you that money is what makes people happy. If people didn't have money they would be stressing out and have house situations. The economy is based on money. Money keeps the economy going and when it goes down everybody struggles to make a living. Ethan From showed a form AT Marxism Decease social class. Outnumber ten story people Autocue mainly on money Ana t

Summary of Organizing Genius The Secrets of Creative Collaboration was by Warren Bennis and Patricia Ward Biederman

Summary of Organizing Genius The Secrets of Creative Collaboration was by Warren Bennis and Patricia Ward Biederman The book is divided into eight topics that explore the concept of personal organization. Bennis and Biederman (1997) elaborate how good organization can lead to improved performance. It may also result into enormous success by an individual.  The first chapter discusses the importance of combined efforts in dealing with a challenge.Advertising We will write a custom book review sample on Summary of Organizing Genius: The Secrets of Creative Collaboration was by Warren Bennis and Patricia Ward Biederman specifically for you for only $16.05 $11/page Learn More The authors are completely against individual success. Unfortunately, they note that most Americans believe in the ideal of individualism. They argue that through the American world can achieve a lot through teamwork. They propose that as the world continues to become a global village, individualism cannot prevail. The second chapter analyses a film industry with the aim of ascertaining the importance of group work. For a movie to be successful, a lot of group work is needed. No individual person has the capability of producing a movie or a film. The combined creativity in these areas can produce impressive results. The level of collaboration witnessed in the film industry was instrumental in attaining the greatest levels of creativity. This chapter also demonstrates how good leadership skills and competences can lead into significant growth in any business enterprise.  The third chapter analyzes the growth and development of computing knowledge. The emergence of major industry players in computer technology is also elaborated in this chapter. This reinforces the importance of great leadership in the success of a business venture. A collection of individuals with expertise skills and knowledge alongside great leadership have enabled the evolution of computing technology. Competition is also mentioned in this chapter as a major way through which creativity and innovation activat ed.  The fourth chapter explores how positive co-operation can build hope. A case study of President Clinton’s campaign teams has been used to elaborate the importance of collaborating. For instance, Clinton’s campaign teams brought harmonized great minds together for the sole purpose of convincing the Americans that he was the best candidate for presidency. The achievement realized in this collaboration is attributed to proper organization. In addition, excellent leadership skills also played a vital role. These case scenarios highlight the significance of collaborating whenever certain goals have been set to be achieved.Advertising Looking for book review on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The 1960 scientific research project has also been noted as another example of significant achievement that resulted from co-operation among individuals with a common goal. The achievements of this project revolutionized the defense forces in America.  The Manhattan project wasted a lot of talent when it excluded women in executing its functions. This chapter explores how women can play a vital role in the success of business organizations. Moreover, inadequate educational opportunity for women has led to great loss of the talent female population.  The last chapters expound the lessons learned from the case scenarios and how they can be applied in leadership. Various ways through which these lessons can be applied within groups of people have been discussed. The authors assert that the book offers a rich source of information that can be used to guide team work and small groups in organizations.  This final chapter offers general advice on how to guarantee success of a business venture. The authors are quite categorical that managers should hire people who are skilled and talented. The management should also ignore gender bias when recruiting employees. Reference Bennis, W. Biederman, P. W. (1997). Organizing Genius: The Secrets of Creative Collaboration. New York, NY: Addison Wesley Publishing Company.

Ofdm-Based Cooperative Communications in a Single Path Relay Network and a Multiple Path Relay Network Essays

Ofdm-Based Cooperative Communications in a Single Path Relay Network and a Multiple Path Relay Network Essays Ofdm-Based Cooperative Communications in a Single Path Relay Network and a Multiple Path Relay Network Essay Ofdm-Based Cooperative Communications in a Single Path Relay Network and a Multiple Path Relay Network Essay In this thesis, we investigate cooperation by applying OFDM signals to cooperative relay networks. We consider the single path relay network and the multiple path relay network. Using the amplify-and-forward relay algorithm, we derive the input-output relations and mutual informations of both networks. Using a power constraint at each relay, we consider two relay power allocation schemes.The ? rst is constant gain allocation, where the amplifying gain used in the amplify-and-forward algorithm is constant for all subcarriers. The second is equal power allocation, where each subcarrier transmits the same power. The former scheme does not require CSI (channel state information), while the latter one does. We simulate the mutual informations using the two relay power allocation schemes. Results indicate that equal power allocation gives a slightly higher mutual information for the single path relay network. For the multiple path network, the mutual information is practically the same for both schemes.Using the decode-and-forward relay algorithm, we derive the inputoutput relations for both networks. The transmitter and each relay are assumed to have uniform power distributions in this case. We simulate the BER (bit error rate) and WER (word error rate) performance for the two networks using both the amplify-and-forward and decode-and-forward relay algorithms. For the single path relay network, amplify-andforward gives very poor performance, because as we increase the distance between the transmitter and receiver (and thus, add more relays), more noise and channel distortion enter the system. Decode-and-forward gives signi? antly better performance because noise and channel distortion are eliminated at each relay. For the multiple path relay network, decode-and-forward again gives better performance than amplify-and-forward. However, the performance gains are small compared to the single path relay network case.Therefore, amplify-and-forward may be a more attractive choice due to its lower complexity. ix CHAPTER I INTRODUCTION Wireless communication systems inherently su? er from multipath propagation and channel fading. Time diversity, space diversity, frequency diversity [8], and combinations of the three are traditionally used to combat these e? cts. More recently, relays situated between the transmitter and receiver are also being exploited to improve information transfer. The relays are a network of transceiver nodes between the transmitter and receiver that facilitate the transfer of information. Thus, the relay network as a whole is an equivalent channel between the transmitter and receiver. This type of scheme is known as cooperation or cooperative communications in the literature because the relay network is cooperating with the transmitter and receiver to improve performance.In this thesis, we consider cooperation in the context of orthogonal frequency division multiplexing (OFDM) systems. 1. 1 Motivation The motivation for cooperati ve communications is obvious. Cellular phones, laptops and personal digital assistants (PDAs) are just three examples of wireless devices that are very prevalent today. These transceiver devices usually communicate independently from each other. As the authors in [6] note, this is wasting the broadcast nature of the wireless medium.For example, if a base station is communicating with a user’s cellular phone, his/her nearby laptop has the capability to receive the base station’s signals and relay them to the phone, improving the end-to-end performance of the base station-phone link. Unfortunately, laptops and cellular phones today are not designed this way. This illustration is an example of an ad-hoc network, where nodes spontaneously recognize each other and cooperate. In this thesis, we investigate structured networks, where each node knows the existence of all the other nodes a priori.Whether the nodes discover each other through an ad-hoc algorithm or they are pre- programmed to have this knowledge is beyond the scope 1 of this thesis. 1. 2 Related Literature The authors in [10], [11] have considered cooperation between intra-cell users in a code division multiple access (CDMA) cellular network. In this case, cooperation results in higher data rates and leads to lower power requirements for users. As well, the system is less sensitive to channel variations. Relaying of signals, as viewed from the physical layer, is not a trivial issue. The authors in [5], [6], [7] have provided several physical layer relay algorithms.These include amplifyand-forward, decode-and-forward and selection relaying. In amplify-and-forward, a node ampli? es its receive symbol, subject to a power constraint, before re-transmitting to the next node. This algorithm is obviously with low complexity. In decode-and-forward, a node fully decodes a symbol, re-encodes it and then re-transmits it. In other words, this scheme attempts to eliminate channel distortion and noise at each node. In selection relaying, a node only re-transmits a symbol if the measured receiving channel gain is above a certain threshold.If the threshold is not reached, the relay requests a re-transmission from the sender. In networking terminology, this is a type of automatic repeat request (ARQ) scheme. The authors in [6], [7] have investigated cooperation for the classical relay channel introduced in [1], [7]. Outage probability is used to characterize performance. Outage probability is the probability that the mutual information between the transmitter and receiver does not reach a certain throughput threshold. Without cooperation, the outage probability decays proportionally with 1/SNR, where SNR is the signal-to-noise ratio of the channel.Using cooperation and the amplify-and-forward scheme, the outage probability decays proportionally with 1/SNR2 , achieving full diversity. This results in large power savings for the transmitter. The authors in [3], [4] have investigated coo peration for a single path of relays connected in series. The motivation for this network structure is that broader wireless coverage can be achieved, while still maintaining a low power constraint at the transmitter. The authors consider analog relaying and digital relaying as two possible relay algorithms. These are 2 equivalent to the amplify-and-forward and decode-and-forward algorithms, respectively.A power budget is considered where each packet travelling through the network is only allowed to consume a total ? xed amount of power. As well, each node has a certain transmit power limit. The outage probability is then minimized by allocating power among the relay network under these power constraints. This power allocation accounts for the channel conditions in the network in order to achieve the optimal outage probability. Simulations indicate that 2 dB of total power can be saved for 5 relays by using optimal power allocation instead of uniform power allocation. This is for th e decode-and-forward case.However, at high SNR values, the decode-and-forward case approximates the amplify-and-forward case. The authors in [13] have investigated cooperation for multiple paths of relays connected in parallel. In the conventional scheme, all relays participate using amplify-and-forward. This is called all-participate amplify-and-forward (AP-AF). The authors also consider an algorithm where only one relay is selected in the transmission to maximize the mutual information. This is called selection amplify-and-forward (S-AF). S-AF selects the relay which results in the maximum mutual information between transmitter and receiver.Simulations of outage probability indicate that 5 dB of SNR can be saved for 3 relays by using S-AF instead of AP-AF. The authors in [9] derive symbol error probabilities for multiple paths of relays. 1. 3 OFDM in Cooperative Communications In this thesis, we continue to investigate cooperation by applying OFDM signals to cooperative relay netw orks. We consider a single path relay network and a multiple path relay network. Using the amplify-and-forward relay algorithm, we derive the input-output relations and the mutual informations of both networks. Using a power constraint at each relay, we consider two relay power allocation schemes.The ? rst is constant gain allocation, where the amplifying gain used in the amplify-and-forward algorithm is constant for all subcarriers. The second is equal power allocation, where each subcarrier transmits the same power. We simulate the mutual informations using these two relay power allocations. Using the decode-and-forward relay algorithm, we derive input-output relations for both 3 networks. We simulate bit error rates (BERs) and word error rates (WERs) for the two networks using both the amplify-and-forward and decode-and-forward relay algorithms. 1. 4Organization of Thesis The thesis is organized as follows. In Chapter 2, we consider the single path relay network in [3], [4]. In C hapter 3, we consider a modi? ed version of the multiple path relay network in [13] where the transmitter-receiver direct link is removed. Notice that these latter two relay con? gurations are series and parallel analogs of each other. As well, they do not involve a direct link between the transmitter and receiver. Finally, Chapter 4 concludes the thesis and provides future research directions. 4 CHAPTER II SINGLE PATH RELAY NETWORK 2. 1 2. . 1 Amplify-and-Forward System Model Figure 1 shows the single path relay network. In the ? gure, r0 is the transmitter, rm+1 is the receiver, and r1 , . . . , rm are m relay nodes connected in series forming a single path link between the transmitter and receiver. The relays perform amplify-and-forward (AF) relaying. We assume that OFDM with N subcarriers is used in the system. hk , . . . , hk (0) (m) (0) are the complex subchannel gains at the kth subcarrier in the link, for (m) k = 1 to N . nk , . . . , nk are the corresponding noises, which a re assumed to be mutually ndependent, zero-mean, circular symmetric complex Gaussians all with variance N0 B/N , where N0 is the power spectral density of the underlying continuous time noise process and B is the OFDM bandwidth of the system. Let pk = Ptot /N be the transmitter power on (l) the kth subcarrier, where Ptot is the net transmitter power. Let pk be the amplifying gain used in the amplify-and-forward algorithm at the lth relay, for l = 1 to m. The kth (0) receive symbol at rl is ampli? ed by pk before it is forwarded to the next node. (l) Let xk be the kth transmit symbol with zero mean and unit variance.Let yk be the kth receive symbol at the receiver. Using Figure 1, the input-output relation is (0) nk r1 nk hk (1) (m? 1) nk (m) rm+1 r0 hk (0) hk (m? 1) rm hk (m) Receiver Transmitter Figure 1: Single Path Relay Network 5 m yk = i=0 (i) hk (i) pk m xk + j=0 ? ? m (i) hk i=j+1 where we assume r i=q a(i) = 1 for q gt; r and any a(i) . We use this assumption throughout (i) (j) pk ? n k , ? (1) the rest of this paper. If we de? ne m hk = i=0 hk (i) pk , ? k = i=j+1 (i) (j) m hk (i) pk , (i) (2) ?k = and ?k (0)  ·  ·  · ? k (m) , nk = nk (0)  ·  ·  · nk (m) T , (3) wk = ? k nk , then (1) can be written as yk = hk xk + wk .Now, consider the variance of wk . Using (2), (3), and (4), we have Rw k w k ? = E [wk wk ] (4) (5) (6) (7) (8) (i) (i) bk p k ? , = E ? k nk nH ? H k k = ? k E nk nH ? H k k = N0 B N m j=0 ? m where E [ ·] is the expectation operator, ( ·)? is the complex conjugate operator for a scalar, ( ·)H is the Hermitian (complex transpose) operator for a vector or matrix, and bk = hk (i) (i) 2 ? i=j+1 ? (9) , for i = 0 to m. Rwk wk is positive for a nonzero N0 . We de? ne a transformed version of the system in (5) ? yk = hk xk + wk , ? ? (10) 6 ? where yk = yk / Rwk wk , hk = hk / Rwk wk , and wk = wk / Rwk wk .The variances of wk ? ? ? and yk are ? E [wk wk ] = E ? = wk Rwk wk ? wk Rw k w k (11) (12) (13) Rw k w k Rw k w k = 1 and E [? k yk ] = E y ? hk xk + wk ? ? hk xk + wk ? ? (14) (15) ? ? = hk h? + 1 k = 1 Rw k w k m i=0 bk p k (i) (i) + 1, (16) ? ? respectively. The cross terms do not appear in (16) because hk , wk , and xk are mutually independent. Note that the transformed system has unit variance noise. 2. 1. 2 Mutual Information To derive the mutual information, note that the di? erential entropy of a circular symmetric complex Gaussian vector, v, with covariance matrix, K, is h (v) = log2 det (? eK) [2].When the circular symmetric complex Gaussian is a scalar, v, the di? erential entropy is 2 2 h (v) = log2 ? e? v , where ? v is the variance of v. Let Ik be the mutual information between the transmitter and receiver on the kth subcarrier Ik = h (? k ) ? h (wk ) y ? = log2 ? e = log2 1 Rwk wk 1 Rw k w k m i=0 m i=0 (17) bk p k bk p k (i) (i) (i) (i) +1 ? log2 (? e) (18) (19) +1 , where the ? rst equality comes from basic mutual information calculations [1]. The total mutual information betwe en the transmitter and receiver, I, is the sum of all Ik divided by N . That is, after substituting (9) into (19), we have I = 1 N NIk k=1 (20) 7 = 1 N N k=1 log2 ? 1 + SNR ? T ? ? bk (0) (i) (i) m i=1 bk pk (i) (i) m i=j+1 bk pk m j=0 , (21) where SNR = Ptot /N0 B. If we denote b(i) = for i = 0 to m and T b1 (i)  ·  ·  · bN (i) and p(i) = p1 (i)  ·  ·  · pN (i) T , (22) eN = 1  ·Ã‚ ·Ã‚ · 1 N ones , (23) then (21) can be written in matrix form. First, let m zsingle = b(0) ? ? i=1 b(i) ? p(i) where the ? and ? operators both represent element-wise matrix multiplication and the ? /? ? m j=0 ? m i=j+1 b(i) ? p(i) , (24) ?/ operator represents element-wise matrix division. Then, (21) in matrix form is I= 1 T e log2 eN + SNR zsingle , N N (25) here log2 ( ·) of a vector is the vector of the logarithms of the vector’s entries. 2. 1. 3 Relay Power Allocation We assume that the net transmit power at the transmitter and at each each relay is Ptot . At the transmit ter, we assume a uniform power distribution, that is, pk (0) = Ptot /N . To (l) derive the power constraint at each relay and thus, possible power allocations, consider vk , the kth transmit symbol of rl vk = (l) (l) pk ? ? l? 1 i=0 N hk (i) pk (l) 2 (i) l? 1 xk + j=0 ? ? l? 1 i=j+1 hk (i) (i) (j) pk ? n k ? . ? ? (26) The constraint is Ptot = k=1 N E ? vk . Thus, l? 1 j=0 (l) (0) P Ptot = pk ? k tot N k=1 l? 1 i=1 bk p k (i) (i) N0 B + N ? ? l? 1 i=j+1 (i) (i) bk pk (27) 8 or pk ? (0) bk N k=1 N (l) ? l? 1 i=1 (i) (i) bk p k Note that (28) is de? ned recursively. The power constraint for pk depends on pk , . . . , pk pk is the base case in the recursion, which follows from (28), when l = 1. (1) 1 l? 1 ? l? 1 (i) (i) b p = 1. + SNR j=0 i=j+1 k k (l) ? (28) (1) (l? 1) . (l) One power allocation at the lth relay is to set pk constant for all subcarriers. This results in moving pk in (28) out of the summation because it is no longer a function of k pk,ct = pct = (l) (l) (l) N SNRN k=1 ? We call this constant gain allocation (CT). Note that this power allocation does not require each relay to have any CSI (channel state information). The lth relay only has to multiply its entire OFDM receive symbol by a constant, pct , such that the total transmit power is (l) ?SNRb(0) k l? 1 i=1 (i) (i) bk pct l? 1 + j=0 ? ? l? 1 i=j+1 (i) (i) bk pct . (29) Ptot . We call constant gain capacity, Cct , as the mutual information in (25) resulting from this power allocation. A second power allocation is to choose pk such that every subcarrier transmits the same power at the lth relay.The transmit power on the kth subcarrier is the kth summand on the right hand side of (27). Since they are all equal to Ptot /N , we have Ptot (l) (0) P = pk,eq ? bk tot N N pk,eq = SNRbk (0) (l) (l) ? l? 1 i=1 (i) (i) bk pk,eq N0 B + N l? 1 j=0 ? ? l? 1 i=j+1 or (i) (i) bk pk,eq (30) SNR l? 1 i=1 bk pk,eq (i) (i) l? 1 + j=0 ? ? l? 1 i=j+1 We call this equal power allocation (EQ). Note that this power allocation does require each relay to have the CSI of its upstream channels. We call equal power capacity, Ceq , as the mutual information in (25) resulting from this power allocation. 2. 1. 4 Capacity Simulations k pk,eq ? (i) (i) ?. (31) We simulate Cct and Ceq assuming that all distances between any two adjacent transceiver nodes are the same. Therefore, all path loss e? ects are normalized to 0 dB. Shadowing 9 between nodes is assumed to be log-normally distributed. That is, the received power gain due to shadowing in dB is a zero-mean Gaussian with variance of 8 dB, which is typical for cellular land mobile applications [12]. We model frequency selective fading e? ects as Typical Urban (TU) channels and Hilly Terrain (HT) channels [12]. We use an OFDM bandwidth of 800 kHz divided into N = 128 equal blocks.Maintaining OFDM orthogonality, this translates into an OFDM symbol period of Ts = 160  µs. Results are shown in Figures 2 and 3. The plots exhibit the familiar monot onically increasing shape for mutual information in the case of direct transmission between a transmitter and receiver. This is expected if we look at the mutual information in (25). We can think of this con? guration as still being direct transmission where the channel is the single path relay network, characterized by zsingle . Note that zsingle also determines the power allocations in the relays.In other words, (25) is a system level representation of the mutual information. As we increase the distance between the transmitter and receiver (and thus, add more relays), more noise and channel distortion enter the system. Consequently, the mutual information decreases. Equal power allocation results in a slightly higher mutual information than that of constant gain allocation. TU channels and HT channels give very similar results. 2. 2 2. 2. 1 Decode-and-Forward System Model In decode-and-forward (DF), each relay fully recovers the information bits (with possible errors) after receiv ing an OFDM symbol.It then converts the information bits back into an OFDM symbol and then transmits it. The transmitter and all the relays transmit with the same uniform power distribution. That is, pk = pk = for k = 1 to N and for l = 1 to m. (l) (0) Let xk be the kth transmit symbol from the transmitter and xk be the kth transmit (m+1) be the symbol from the lth relay, all with with zero mean and unit variance. Let yk (0) (l) Ptot , N (32) 10 8 7 8 Cct Ceq 7 Cct Ceq Capacity (bits/s/Hz) 6 5 4 3 2 1 0 Capacity (bits/s/Hz) 0 3 6 9 12 15 18 21 24 6 5 4 3 2 1 0 0 3 6 9 12 15 18 21 24 SNR (dB) (a) m=1 8 7 8 SNR (dB) (b) m=2 Cct CeqCct Ceq 7 Capacity (bits/s/Hz) 6 5 4 3 2 1 0 Capacity (bits/s/Hz) 0 3 6 9 12 15 18 21 24 6 5 4 3 2 1 0 0 3 6 9 12 15 18 21 24 SNR (dB) (c) m=3 SNR (dB) (d) m=4 Figure 2: Capacity in a single path relay network with TU channels using AF. N = 128, m = 1, 2, 3, and 4. 11 8 7 8 Cct Ceq 7 Cct Ceq Capacity (bits/s/Hz) 6 5 4 3 2 1 0 Capacity (bits/s/Hz) 0 3 6 9 12 15 18 21 24 6 5 4 3 2 1 0 0 3 6 9 12 15 18 21 24 SNR (dB) (a) m=1 8 7 8 SNR (dB) (b) m=2 Cct Ceq Cct Ceq 7 Capacity (bits/s/Hz) 6 5 4 3 2 1 0 Capacity (bits/s/Hz) 0 3 6 9 12 15 18 21 24 6 5 4 3 2 1 0 0 3 6 9 12 15 18 21 24 SNR (dB) (c) m=3 SNR (dB) (d) m=4Figure 3: Capacity in a single path relay network with HT channels using AF. N = 128, m = 1, 2, 3, and 4. 12 output 1 input output 2 output 3 Figure 4: Convolutional encoder. kth receive symbol at the receiver and yk be the kth receive symbol at the lth relay. Using (l) Figure 1, the input-ouput relation at the lth relay is yk = hk (l) (l? 1) Ptot (l? 1) (l? 1) + nk . x N k (33) The input-output relation at the receiver is yk (m+1) = hk (m) Ptot (m) (m) + nk . x N k (34) 2. 3 BER and WER Simulations We simulate bit error rates (BERs) and word error rates (WERs) for both the amplify-andforward and decode-and-forward cases.At the transmitter (and at the transmitter structure of a relay using decode-and-forward), each information word contains 83 bits. Using the convolutional encoder shown in Figure 4, the information word is encoded into a 255 bit codeword. A zero bit is padded at the end to make 256 bits. The bits are then interleaved and modulated onto N = 128 QPSK (quadrature phase shift keying) subcarriers to form one OFDM symbol. At the receiver (and at the receiver structure of a relay using decodeand-forward), the codeword is recovered (with possible errors) using a matched ? lter and 13 deinterleaving.A Viterbi decoder is used to decode the codeword. Both hard decisions and soft decisions are used. We assume that all distances between any two adjacent transceiver nodes are the same. Therefore, all path loss e? ects are normalized to 0 dB. Shadowing is assumed to be lognormally distributed. That is, the received power gain due to shadowing in dB is a zero-mean Gaussian with variance of 8 dB, which is typical for cellular land mobile applications [12]. We model frequency selective fading as Typical Urban (TU) channels and Hilly Terrain (HT) channels [12]. We use an OFDM bandwidth of 800 kHz divided into N = 128 equal blocks.Maintaining OFDM orthogonality, this translates into an OFDM symbol period of Ts = 160  µs. 2. 3. 1 Amplify-and-Forward The BER versus SNR and WER versus SNR plots for a single path relay network with TU channels using amplify-and-forward are shown in Figures 5 and 6, respectively. The corresponding plots for HT channels are shown in Figures 7 and 8, respectively. As expected, soft decisions in Viterbi decoding give better performance than hard decisions. In particular, there is up to 4 dB of SNR gain for the constant gain allocation and m = 1 case, as shown in Figures 5(a), 6(a), 7(a), and 8(a).In general, using hard decisions with constant gain allocation results in the worst performance. Soft decisions with equal power allocation gives the best performance, except for the m = 1 case, where soft decisions with constant gain allocation is slightly better. As w e increase the distance between the transmitter and receiver (and thus, add more relays), more noise and channel distortion enter the system. Consequently, the error rate (BER and WER) performance becomes worse and as a result, all four curves are very close together at low to medium SNR values. TU channels and HT channels give very similar results. . 3. 2 Decode-and-Forward The BER versus SNR and WER versus SNR plots for a single path relay network with TU channels using decode-and-forward are shown in Figures 9 and 10, respectively. The 14 10 0 10 0 10 ?1 10 ?1 BER 10 ?2 BER hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 10 ?2 10 ?3 10 ?3 10 ?4 10 ?4 hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 SNR (dB) (a) m=1 10 0 SNR (dB) (b) m=2 10 0 10 ?1 10 ?1 BER 10 ?2 BER ard, constant gain allocati on hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 10 ?2 10 ?3 10 ?3 10 ?4 10 ?4 hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 SNR (dB) (c) m=3 SNR (dB) (d) m=4 Figure 5: BER in a single path relay network with TU channels using AF. N = 128, m = 1, 2, 3, and 4. 15 10 0 10 0 WER 10 ?1 WER hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 10 1 10 ?2 10 ?2 hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 SNR (dB) (a) m=1 10 0 SNR (dB) (b) m=2 10 0 WER 10 ?1 WER hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 10 ?1 10 ?2 10 ?2 hard, constant gain alloc ation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 SNR (dB) (c) m=3 SNR (dB) (d) m=4 Figure 6: WER in a single path relay network with TU channels using AF.N = 128, m = 1, 2, 3, and 4. 16 10 0 10 0 10 ?1 10 ?1 BER 10 ?2 BER hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 10 ?2 10 ?3 10 ?3 10 ?4 10 ?4 hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 SNR (dB) (a) m=1 10 0 SNR (dB) (b) m=2 10 0 10 ?1 10 ?1 BER 10 ?2 BER hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 10 ?2 10 ?3 10 ?3 10 4 10 ?4 hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 SNR ( dB) (c) m=3 SNR (dB) (d) m=4 Figure 7: BER in a single path relay network with HT channels using AF. N = 128, m = 1, 2, 3, and 4. 17 10 0 10 0 WER 10 ?1 WER hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 10 ?1 10 ?2 10 ?2 hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24SNR (dB) (a) m=1 10 0 SNR (dB) (b) m=2 10 0 WER 10 ?1 WER hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 10 ?1 10 ?2 10 ?2 hard, constant gain allocation hard, equal power allocation soft, constant gain allocation soft, equal power allocation 0 3 6 9 12 15 18 21 24 SNR (dB) (c) m=3 SNR (dB) (d) m=4 Figure 8: WER in a single path relay network with HT channels using AF. N = 128, m = 1, 2, 3, and 4. 18 10 0 10 0 hard soft ?1 ? 1 hard soft 10 10 BER 10 ?2 BER 0 3 6 9 12 15 18 21 24 10 ?2 10 ?3 0 ?3 10 ?4 10 ?4 0 3 6 9 12 15 18 21 24 SNR (dB) (a) m=1 10 0 SNR (dB) (b) m=2 10 0 hard soft ?1 ? 1 hard soft 10 10 BER 10 ?2 BER 0 3 6 9 12 15 18 21 24 10 ?2 10 ?3 10 ?3 10 ?4 10 ?4 0 3 6 9 12 15 18 21 24 SNR (dB) (c) m=3 SNR (dB) (d) m=4 Figure 9: BER in a single path relay network with TU channels using DF. N = 128, m = 1, 2, 3, and 4. corresponding plots for HT channels are shown in Figures 11 and 12, respectively. As expected, soft decisions in Viterbi decoding give better performance than hard decisions. In particular, there is up to 5 dB of SNR gain, as shown in the plots.As we increase the distance between the transmitter and receiver (and thus, add more relays), more noise and channel distortion enter the system. However, the error rate (BER and WER) performance su? ers only slightly as m increases. TU channels and HT channels give very similar results. 2. 3. 3 Comparison The BER versus SNR and WER versus SNR plots for a single path relay network with TU channels using amplify-and-forward and decode-and-forward are shown in Figures 13 and 19 10 0 10 0 hard soft hard soft WER 10 ?1 WER 0 3 6 9 12 15 18 21 24 10 ?1 10 ?2 10 ?2

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Contemporary Design trend - Essay Example This building is part of a 2km development initiative of the Dubai central business district (Galindo, 23). It is always referred to as the Downtown Dubai, and it is found along the Sheikh Zayed Road. The architectural drawings and designs of this building were performed by Adrian Smith, as the lead architect, Bill Baker as the lead structural engineer, Skidmore, and Owings and Merrill. The main contractor of this building was Samsung Company, through its department of construction and technology. Samsung is a South Korean company that has interests in the construction and the electronics industry. The design of Burj Khalifa was meant to be a centerpiece for a variety of uses, which includes residential homes, offices, hospitals, shopping malls. Its design was able to carter for an approximate number of 30,000 homes, and nine international hotel chains. This building has an approximate number of 7.4 acres of parkland lands, and 19 residential towers. It has a very big mall that carte r for the shopping needs of its residents, and 30 acres of manmade lake. This lake is referred to as the Burji Khalifa Lake. Courtesy of this building, it is possible to denote that the honor of having the tallest structure in the globe has returned to the Middle East. ... This in turn will promote tourism and thus the development of the Dubai economy. Currently, the building stands at around 823 meters. However, this is not the original height as per according to the initial designs and architectural drawings. The building was to stand at about 560 meters. However, Skidmore, Owings and Merrill re-designed the building in 2006, at placed it at a height of around 808 meters. Smith, who was the design architect, felt that this height made it impossible for the upper most section of the Burj Khalifa building to elegantly culminate with the rest of the structure. On this basis, he sought permission to increase the structure of this building to 823 meters. However, it is important to denote that these changes in height did not encompass a change in the addition of the buildings floors. On this basis, the intention of Smith was to make the building a little bit slender and thin. It is also important to denote that this building experienced a lot of challenge s, and one of the challenges were delays in its construction and development. For example in 2008, the contractors of this building denoted that its construction was delayed because of the upgraded finishes. On this basis, the building will be completed in the periods of September 2009. According to Emaar properties, part of the owners of the building denoted that the original plan was to install luxurious finishes within the building. This was contained in the 2004 architectural design and drawings of the building. However, in 2008, the designers of the building decided to upgrade these finishes, and that was the reasons for the delay in completion of the project.

Compare and contrast the two artworks Essay Example | Topics and Well Written Essays - 750 words

Compare and contrast the two artworks - Essay Example In both sculptures, artists have utilized the concept of contrast intended to give varied objects comprising main artworks real implications2,3. This is to ensure each artwork despite appearing different from the other; they have brought the required meaning. For instance, the most striking and common contrast evident in these two artworks is the aspect of color-light interaction. Light in these two artworks strikes them from a source placed up diagonally in relation to the objects’ position. Hence, illuminating varied and key areas of the artworks the way a real sun would suppose it was during daytime and in the open space far from the buildings or any other shelter. However, lightning in both artworks varies considerably whereby Cubi XIX’s illumination intensity is more than that of Henry Moore's figure. This is despite the source of illumination casting shadows beneath the two works. Probably, the reason why Cubi XIX’s illumination exceeds that of Henry Moore' s figure is due to its placement, which is outside as per the artist’s desire for the object to reflect any change of the natural light4. Similarly, the two objects have also utilized negative space with the intention of creating three-dimensional works5. Hence, this induces the aspect of depth evident when observing spaces and holes found in between varied objects overlapping each other without being in contact. However, in the Henry Moore's figure, its holes appear natural compared to those found in David Smith's artwork. Since, the latter due to its geometrical shapes suggest the holes comprising negative spaces are artificial, which is contrary to Henry Moore's figure6. Since, Henry Moore's artwork comprises of oval and irregular holes inside it, which is contrary to David Smith's object whose varied objects are geometric and seem to assume a certain array with the intention of attaining the required balance. Artists’ through these two artworks despite relaying div erse massages, their respective emphasizes varies considerably. This is evident in the mode of utilizing light whereby David Smith's object has increased illumination compared to that of Henry Moore. The latter artist’s emphasis encompasses depicting the entire object evident from its mild illumination, which is similar to a light produced by an artificial source, and striking an item under a shade or in a building. This is contrary to Cubi XIX, which focuses on depicting varied natural light’s alterations, which is the sun. Hence, prompting the artist to use beaten steel as the object’s sole material so that it may reflect the light as necessitated. This is evident from the varied parts of the entire objects that have high illumination intensity compared to both its rear parts and those of Henry Moore figure. Another outstanding divergence between the two objects encompasses the aspect of texture whereby Henry Moore’s artwork has an extremely smooth surf ace than that of David Smith's artwork7. Mainly, this emanates from the materials constituting the two respective works. David Smith's figure is not evenly smooth except in spaces or distortions made on the steel by the sculptor’s tool when shaping it to assume the required shape. However, Henry Moore in his work seems to have used a special tool in combination with hands to attain an appealing surface to feel. Since, the material comprising its artwork seems to be clay or any other similar matter

Inheritance Of Tools Essay Example for Free

Inheritance Of Tools Essay Glessing 1 The Passing Down of Tools Inheriting tools allows my family to pass on generations of hard work, detail, and precision. I am the recipient of the huge, black, Severson drill press given to me by my great grand father, who came over from Germany in 1902. I do not know if you have ever seen a Severson drill press, but the craftsmanship is something to be proud of. Everything is hand crafted, pulleys, gears, and even the key that tightens the chuck. My grandfather who inherited this drill press from his father just passed it down to me. I can remember endless hours watching my grandfather working with the press, drilling holes in decoy bodies or just doing odd jobs for the neighbors. He always told me the sang keep your eye on the metal and not on the bit because its not the bit that your name Glessing 2 is on its the product that the bit makes. This sang often times has run through my mind when I think of my grandfather but, never more so when he was in the hospital last year dieing of lung cancer. I remember that Monday just like yesterday. I was sitting behind the drill press fixing a wheel bushing on the neighbors Toro lawn mower. It was a ugly, red, piece of junk, but all the time my grandfathers sang keep echoing in my head its your name on that job. I then hustled to finish boring the wheel to one half-inch diameter and began inserting the long brass sleeve into the wheel when the phone rang. I answered it was my grandmother, she sounded concerned, she quietly asked, May I speak with your father. This was a rather new development because it was never my grandmother who called asking for my father it was always my grandfather looking for a hunting buddy or someone to help him work on his old, rusted, pink, 1958 Cadillac. I soon felt chills running down my spine I immediately shut off the huge press as it ground to a halt I heard my dad say Glessing 3 oh no! I had no idea what was going on could this be a fatal heart attack, or maybe a simple engine problem in his Cadillac that my grandfather was too stubborn to convey to my father. My grandfather has had many past health problems but the majority of them were heart related. I soon disregarded the conversation since sometimes my dad tended to flip out at very small minute things. I had to get this  lawnmower done for the neighbor since his lawn resembled a green alpha field after a huge windstorm. I started up the old black press with a clank and a bang the huge wheel that drove the chuck had broken. The teeth spun off the gears like butter off of a hot ear of corn. I was terrified I thought how am I going to be able to fix this. Luckily just like in the story Inheritance of Tools, by Mr. Sanders, my father had taught me many skills: including welding, machining and cabinetry. Although my skills are much different than that of Mr. Sanders stories they have the same basic concept, learning a skill from a father or grandfather. Glessing 4 I then began to disassemble the huge nut that holds on the main pulley of the huge gear driven set up. Luckily, the pulley teeth were going to be salvageable with a little filling, as for the pulley, it needed extensive welding. I then turned around and sprinted for the large white three-story farmhouse that had been in the family for eighty years. I was very interested to see if my father was going to go fishing like he had planned earlier that day or if he was going to help my grandfather work on his car. He calmly said, Your grandfather isnt well. I jokingly said what another clogged artery. Since the new joke in our family was which one of grandpas arteries is going to plug up next. My grandfather had a horrible eating problem. He ate eggs and bacon for breakfast fried chicken for lunch and usually meat loaf for dinner, my favorite. My father laughed I think to lighten the mood for what he had in store to tell me. He said, No his voice stern but yet quite. I said, then what is wrong with him. My father repeated the most devastating word to me, he has lung cancer and the doctor Glessing 5 has given him two weeks to live. I can relate this feeling to that of the story ËÅ"Inheritance of tools Mr. Sanders was informed of his fathers death after he had used the very tools his father had handed down to him. I felt the same way, my grandfather was not dead, which I was very grateful, but he was next to dead. The very powerful untouchable man I watched make decoys, fix neighbors projects and be the inspiration of a good sang was not going to be here anymore. That was what was the hardest for me as I think it was also for Mr. Sanders in ËÅ"Inheritance of tools. The fact that the man you looked up to the man  that taught you everything was going to be gone. I had many things flash through my mind but after everything was over, and the horrible prognosis infiltrated my mind, I actually was very angry. ËÅ"Why does god need to take my grandfather now I shouted to whom ever could hear. Sanders and I did what I feel was the best thing anyone can do; carry on the tradition and legacy of your loved one. Whether it is helping others, making goose decoys or in Sanders Glessing 6 case showing his son how to hammer a nail. I feel even repeating the old sang, often used by my grandfather when I was young, You can not appreciate some things until you are older, helps carry on the tradition of the big black Severson drill press and all the knowledge that goes with it. I shook off the news of my grandfathers terminal diagnosis and I lumbered back out to the shed and began to weld. I pictured my grandfather there welding away on the same pulley as I was, since there were previous welds on the same faded black pulley. I then thought to myself of another old seemingly senseless sang my grandfather had told me about welding and life in general. He said its not what you see on the outside of the pulley its what gets inside that counts. I have tried to understand that sang for many months now and it reminds me just like sanders black and blue thumb reminded him of his father. I wish my grandfather was still alive today and I would ask him what that means, but since he is not I will try to answer it the best I can. I now think my grandfather was trying to instill in me, when Glessing 7 I was young was that of hard work, precision, and most of all to treat people as you would like to be treated. American Society is so judge mental of clothes and jewelry th at we rarely see what is inside, we only see, as my grandfather said, what can be ground off. Glessing 8 Sanders, Scott. Our Lives Our Worlds a Thematic Reader.Ed. Richard M. Shaw, et.al. Orlando: Harcourt, 2001. 5-12.

Impact of Advertising Campaigns on Consumer Behaviour

Impact of Advertising Campaigns on Consumer Behaviour Chapter.1 Introduction 1.1 Introduction and Background The hypermarket plays an important role in Asian countries, such as South Korea, China, Thailand, and Taiwan, the numbers of hypermarkets are rising because of the dense population. Nowadays, Taiwan has experienced rapid economic expansion and a notable increase in consuming capacity. With an increasing demand for better products and services, the concept of using modern retail channels such as convenience stores and hypermarkets for daily purchases of household necessities has been adapted widely by consumers. In a survey of the role of hypermarkets in Taiwanese peoples daily lives quoted by Taiwan Today (2009) from Chinese-language China Times founded that over than eighty-four percent of 1,870 participants said they had shopped at a hypermarket. Obviously, the hypermarket became the main store format for Taiwanese people when they purchased household necessities and foods. According to Nielsen Company (2009) market research conducted in 2006, Taiwan had the second highest density of hypermarkets in Asia region. In this survey, they pointed out the population in Taiwan around 23 million and each hypermarket serves around 210,000 people. They also founded that Taiwan is significantly more developed than other Asias countries, with 90 percent of grocery sales going through the modern trade. Therefore, retailing industry became competitively so retailers must put effort into increasing various products, better service or developing various sales promotions in order to tempt customers, and the results of the poll reveal that which strategies are effective. As Dibb et al. pointed out the role of promotion in a company is to communicate with customers, with the aim of directly or indirectly facilitating exchange by informing and persuading one or more audiences to accept the companys products (Dibb et al., 2006: p.511). In addition, the resource in a company is not infinite therefore company should maximum the efficiency of resource and focus on useful marketing strategies. For that reason, we understand the promotion became a crucial issue for company which want to utilize the tools to increase communicate with customers then incentive customers purchase companys product. Meanwhile, by providing good services and products surpass customer expectation then get higher custom er satisfaction. Finally, the company can keep higher customer retention and earn more profit. This research takes Carrefour for example and discusses the effectiveness of sales promotion operations for Carrefour. Besides, this research tries to understand how promotion campaigns to impact customer relationships and behaviours and how to use sales promotion to help company get more revenue and keep high customer retention. 1.2 Aims and Objectives Aims In the past, the manufacturers and retailers focus on how product more products and how to use the marketing strategies to sell the products, they also stand on supply-based side to sell products. However, in the twenty first century, the domestic and global competition is increasingly intense; the marketplace provides more options to the customers, and the whole value chain of retailing had already became the customer orientated situation and retailers seek for best ways to increase the profit. Objectives The purpose of this research is aimed at examine the effects of sales promotion and marketing strategy on consumers behaviours. Let the stores to understand the customers needs by distinguishing the effectiveness of individual sales promotion, then provides the new marketing strategy for fit in with the market. Therefore, there are four objectives in this study: 1) Identify the effects of individual sales promotion tools on perceived values. 2) Find out the impact of different sales promotion tools on consumer purchase intention. 3) Find out whether there is a positive correlation between sales promotion and purchasing intention. 4) Identify the demographic of consumers and behaviour response. 1.3 Research Structure This research includes five chapters, and the outline of each chapter is as follows: Chapter one introduces the research background, research aims and objectives, and research structure. Chapter two reviews the existing literature relevant to this research. It consists of definition of hypermarket, sales promotion, consumer behaviour. Chapter three illustrates the experiment design, data collection, sample selection, measurement, and pre-test. Chapter four tests the hypotheses and shows the statistical results of the research. The data analysis methods contain Reliability Analysis, Factor Analysis, ANOVA, Independent-Sample T Test, and Simple Regression. Thus some findings could be explained through this information. Chapter five discusses the results and implications of the study, describes limitations, and provides suggestions for future research. The research flow is as follows: Chapter 2. Review of the Literature Introduction There exist numerous theories about how an individual consumer perceives the values of products based on several elements. In this chapter, an extensive review of literature is to be presented. Basically, three sections are included in this chapter. The first section discusses the definition of Hypermarket. In the second section, the definition and classification of sales promotion are to be provided. Then, the third section reviews the theories of consumer buying behavior. 2.1. Hypermarket 2.1.1 Definition of hypermarket According to URPI (1988), the hypermarket is an extension of the supermarket. Normally, the average supermarket covers up to 2500 m, a superstore is between 2500 and 5000 m and the hypermarket is anything over 5000 m in business size. It offers variety of choices and depth of range but usually centers mainly around groceries. Kitchen and Proctor (2001) found that, hypermarket usually over 50000 square feet, typically on one level and selling a wide range of food and non-foods products. Moreover, hypermarkets are usually built on the edge of town or near retail parks. A number of definitions have been coined for a hypermarket. The most widely used definition of a hypermarket is a large commercial establishment which comprises of departmental stores and supermarket which offer a wide range of grocery and a chain of merchandise goods at discounted prices. 2.1.2 Hypermarket in Taiwan 2.1.2.1 History In Taiwan, the hypermarket has developed for 20 years. The first hypermarket called Makro, which were introduced to Taiwan in 1989. At same time, the French company Carrefour established a joint-venture with President Group in Taiwan. Furthermore, local brands such as Geant and RT-MART and international brands like Costco quickly join hypermarket industry. They provide with a variety of commodity and low price. At that time, Makro quickly became the biggest retail sales system in market, and set a new customer shopping trend in Taiwan. Those are self-service, low price, and get all you need in one store. Meanwhile, during 90s Taiwans government comprehensively pushed commercial and service industry development, and eagerly anticipated the industry to become prosperity, globalization, internationalization and alliance. In last twenty years, hypermarkets dramatically grew under the government policy guidance. 2.1.2.2 Current situation Recently, hypermarkets in Taiwan became already the main places that the consumers purchase household necessities for daily lives. In spite of during the global recession, the leading-brand hypermarkets still to expand their new stores every year. In Taiwan, There are 106 hypermarkets at the end of the year 2008. Table 1 shows that the largest chain of hypermarkets is Carrefour (58 stores), followed by RT-MART (24 stores) and Geant (14 stores). It is clearly that the variations and competitions between the hypermarkets in Taiwan are very fiercely. Therefore, hypermarket should find other marketing strategies to keep their market share and profit. Table.1 Source: Collected by different hypermarkets official website in Taiwan 2. 2 Sales Promotion 2.2.1 Definition of Sales Promotion The word promotion originates from a Latin word meaning to move forward. Later, the meaning has been narrowed with reference communication undertaken to convince others to accept ideas, concepts or things. Many previous studies and researches have defined of sales promotion. Each definition has its own elaboration according to the promotional methods applied. Hence, the techniques of sales promotion are diverse and widely used. Strang (1976) had given a more simplistic definition on sales promotion where they are short-term incentives to encourage purchase or sales of a product or service. Twenty years later, Kotler and Armstrong (1996: pp.200-250) reemphasized that sales promotion consists of short-term incentives to encourage purchase or sales of a product or service. Sales promotions include a wide variety of promotion tools such as coupons, contests, cents off deals, and others are designed to stimulate earlier or stronger market response and this includes consumer promotion, trade promotion and sales force promotion. They also defined sales promotions as invite and reward quick response from consumers whereas advertising and personal selling offer reasons to buy a product or service. Later, McDonald and Christopher (2003: pp.120-140) noted that sales promotion is not a face-to-face activity concerned with the promotion of sales. Sales promotion can be an activity for saving problem designed to stimulat e customers to behave more in line with the economic interests of the company, and bring forward their decisions to buy. The design of promotion is to increase sales of product or service by encouraging consumers to try and even purchase the product. This activity provides incentives to consumer within specific time in order to help them make decision on a variety of commodities available in the market. Brassington and Pettitt (2006:pp727) also concluded that sales promotion covered a wide variety of objectives, all of which fall into three broad categories as show in Figure 1. : communication, incentive and invitation. Figure 1 Sales Promotion objectives Despite sales promotion have different forms or definitions offered by several credible institutes and scholars, but all sales promotion instruments would be have the common typical objectives: 1) Encourage intermediaries do more sales efforts 2) Increase shelf space for products 3) Help intermediaries stock levels increasing 4) Get more support for in-store displays or other promotions 5) Gain access to new outlets 6) Counteract pressure from sales downturns or competitor actions 7) Improve communication with, or education of, intermediaries For every marketers or producers, it is essentially important for them to understand, which promotion techniques can attract and induce consumers to purchase their products respectively. In order to create better analysis of the effects of promotions, some researchers classify the sales promotion into different framing forms. Campbell and Diamond (1990) classified the sales promotion into two main types, monetary promotion and non-monetary promotion. Monetary promotions are inducement activities made through the price mechanism and comparable with product selling price such as discount and coupons. On the other hand, non-monetary promotions are inducement activities that exclude pricing element and not comparable with product selling price, i.e., free gift or premiums. Their study concluded that non-monetary promotions are theorized to be considered as gains while monetary promotions are viewed as reduced losses in terms of value perception. Experimental results showed that monetary promotions have smaller but noticeable differences than nonmonetary promotions in value. However, non-monetary promotions had broader latitudes of acceptance than monetary promotions. Because of their relatively small noticeable difference, monetary promotions may be particularly effective for transactions with limited amount of money involved. Meanwhile non-monetary promotions, which have broader latitude of acceptance, would be better for transactions that are more expensive. No matter how the sales promotion is classified, there are several ways of hypothesizing whether a particular promotion will be considered as a gain or a reduced loss in value perception. One of Thalers (1985) assumptions was that the physical or temporal separation of a rebate (monetary promotion) check from the price quotation leads to the consideration of the rebate as a gain, but he did not test that hypothesis. Price-off promotions, a monetary promotion tool, are most likely to be viewed as reduced losses in value perception and non-monetary promotions, are most likely to be framed as gains in value perception (Sawyer and Dickson, 1984). Most analytical and econometric models of sales promotions simply assume that monetary savings are the only benefit motivating consumers to respond to sales promotions (Blattberg and Neslin,1990: pp.30-100). Therefore, the determination of value perception of gains or reduced losses is depending upon which form of sales promotion would produce t he most happiness for the subject (McDonald and Christopher, 2003). 2.2.2 Sales Promotion Activities Money-off Money-off are the most recognized use of sales promotions. Money-off offers are usually designed as short-term expedient but some brands appear to run one price reduction after another, creating clear impression and expectation in peoples mind. Bonus packs Bonus packs include an extra quantity of product in the pack for no extra price increase. Banded packs These are multi-packs of the same product, or more than one product, banded together for inclusive price. Couponing Coupons are extensively used in a variety if forms and are associated with other elements of sales promotions such as money-off offers and contests. Premiums Premiums are merchandise items or services. They include free goods and services such as a free extra item of the product being purchased, a free item of some other product or free service such as entry into a leisure park. Sampling Standard or trial-sized samples of the brand are provided free or at a reduced price to encourage trial. Contests Competitions of a variety of forms are a popular sales promotional tool. Contests encourage individual customer rivals others for prizes according to their analytical or creative skills. Sweepstake Sweepstake is a method of stimulating sales in which consumer submit their names for inclusion in a draw for prizes. Sweepstakes are usually used to stimulate sales contests, and sometimes sweepstakes will combine with other sales promotion tools. Tie-in sales promotions Tie-in sales are where multiple products are involved in sales promotions. The products may be from the same company or different companies. Merchandising/ point- of sale displays/ demonstrations Those promotions are anything that entices customers to buy or take action through display and atmospherics. It includes window displays, shelf and aisle displays, the use of video, and other appeals to any of the five senses. Frequent user incentives Frequent user incentives to reward customers who take part in repeat purchases. Basically, frequent user incentives include loyalty card and trading stamps. The loyalty provides discounts or free merchandise to regular customers. Information leaflets/ packs and catalogues The primary purpose of those trade items is to be informative in explaining the range products available, and give pricing and ordering procedures. 2.3 Customer behaviour 2.3.1 Theory of Consumer Buying Behavior It is very difficult to identify the causes of consumer behaviors. People make their buying decision based on many reasons. The analysis of consumer behaviors as those acts of individual directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine the acts. People make buying decision based on different factors. Knowledge of consumer behavior is a vital input to sales promotion activities (Blackwell et al., 2001). Between 1950 and 1960, the field of economics was the main contributor in explaining consumer behavior and economists were the first to propose a formal theory of consumer behavior (Karin, 2003). However, marketers only borrowed rather indiscriminately from social psychology, sociology or any other fields of inquiry that might relate to consumer behavior in some way. One of the outstanding models underlies the consumer behavior, Stimulus response model (Bagozzi, 1986), has been widely applied by marketing managers. According to Teunter (2002), most marketing managers find the economic model particularly lacking in its ability to suggest specific actions for influencing consumption or for anticipating specific demands of consumers (unless resulting from price actions). Most marketers or producers need guidelines that will indicate how their actions, especially the marketing mix, might actually influence consumers perception and in turn purchasing behaviors. In the stimulus-response model (Fig. 2) suggests that marketing and other stimuli enter the consumers black box and produce certain responses (Bagozzi, 1986). Hence, the challenge for marketers is to find out how the responses are generated in the black box. Notice that the marketing mix variables are not the only stimuli producing responses on the consumers but also external environmental fact ors. The stimulus-response approach is quite appealing because marketers can discover the reactions of consumers to sales promotion stimuli. Under this approach, people are represented as being buffeted by stimuli rather than freely discovering their needs and choosing among alternatives. Stimulus Buyer Black Box Consumer Response Marketing Mix Psychological Variables Reactions Product Purchase Price Activities Place Consumption Promotion Patterns External Environmental Economic, Technological, Political, Cultural Fig. 2. Stimulus-Response Model Source: Bagozzi, 1986. The central idea of the stimuli-response model is to employ marketing stimuli to influence perceived value as they affect buyer decision and intention to purchase. Sales promotion is one of the elements of marketing stimuli, this model could be very useful in explaining how and why sales promotions affect consumer behaviors through the perceived value. Usually consumers make purchase decision toward which they have a positive attitude, and avoid those, which they have, negative perception. Therefore, to make better prediction about consumers behaviors will need a better understanding about the formation of consumers perceived values (Teunter, 2002). Consumer value is very important to marketers (Fredericks and Salter,1995; Vantrappen, 1992), especially under the fierce competition in newmillennium. The concept of perceived value has recently gained its importance in the business environment as it could affect consumer behaviors, and therefore it helps provide the basis for building strategies for the marketers/producers to gain a better competitive position in a market. However, despite its strategic importance for marketing, perceived value did not receive enough investigation in the literature in agribusiness. Although the conceptualization of perceived value launched in the late 1970s, researchers just begin to give reasonable attention to its operationalization (Sweeney et al., 1997). Given the previous studies, perceived benefits, perceived price, monetary price, psychological price, and behavioral price are all associated with conceptualization of perceived value. Hence, the concept of perceived value is a multi-dimensional (Kotler and Armstrong, 1996). Studying the perceived value has become quite popular recently. There are several conceptual models on perceived value, and basically they can be grouped into two categories according to the different conceptual values. First category consists of transaction utility theory and concept theory of Grewal et al. (1998a), where they define the perceived value as two dimensions-transaction value and acquisition value. Meanwhile the second category only reviews the perceived value as a whole unit without clearly segregating the value into transaction value and acquisition value. Transaction utility theory was developed by Thaler (1985) it focuses on how people build mental code combinations of events that are assumed to make themselves as happy as possible. This principle is used to explain consumers purchase behaviors related to their preferences and the evaluation of transactions involves the acquisition utility and the transaction utility. Conceptually, the acquisition utility is a measu re of the value of the goods relative to its price, which is similar to the economic concept of consumer surplus. Transaction utility is defined as the difference between the amount paid and the internal reference price for the goods that the consumer expects to pay for. This theory leads to the evaluation of consumers tangible gains to their losses when they are offered with promotion, then the perceptions of value and purchase intention would be formed. During the purchase evaluation stage, consumer will makes the purchase decision based on the maximum perceived value or utility received from individual promotions. Thaler (1985), argues powerfully that promotions may frame as gains or losses in the value assessment. The transaction utility theory already becomes a fundamental base for many researches on the psychology of persuasion (Lichtenstein and Bearder, 1989). Grewal et al. (1998a) focused on the perceived product value and customers choice behaviors in the pre-purchase phase. They have successfully identified the value into two aspects, perceived acquisition value and perceived transaction value. Perceived acquisition value is the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of a product will be positively influenced by the benefits they are getting from acquiring and using the product. However, it will be negatively influenced by the amount of money given up to acquire the product, i.e., the sales price. On the other hand, the perceived transaction value is the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. In addition, they discovered that the influence of perceived transaction value on behavioral intentions is mediated by perceived acquisition value. The perceived transaction value could enha nce consumers perceived acquisition value if the internal reference prices (the mental price scale by which a buyer judges the fairness of an actual price) are greater than the selling price. The likelihood that the buyer intends to purchase the product is positively related to overall perceptions of value. Their findings also reaffirmed the common belief that perceived quality is an important part of the value equation. Zeithaml (1988) developed a means-end model, which specified quality and value not differentiated from one another. Quality can be defined as a consumers judgment about a product or service. Zeithaml (1988) found that perceived value is defined as the consumers overall assessment of the utility of a product according to perceptions of what is received and what is given. The study stated that perceived customer value can be captured in one overall definition: value is low price, value is whatever one wants in a product, value is the quality that the consumer receives for the price paid, and value is what the consumer gets (quality) for what they give (price) respectively. The moderating variables of perceived value in this model include perceived sacrificed, the effort required to purchase, extrinsic and intrinsic attributes, and high-level abstractions. The perceived sacrificed include elements of perceived monetary price and perceived non-monetary price. Perceived monetary price is the price of a product as encoded by the consumer. Meanwhile the perceived non-monetary price is defined as the price of obtaining a product that includes the time and effort used to search for it. Both intrinsic attributes (how the product/service makes you feel) and extrinsic attributes (the reputation of the product/service) are positively related to perceived quality, while perceived monetary price is affected by objective price (actual price paid) and negatively related to the perceived quality. The result showed consumers perceptions of quality, price and value are interrelated and it will influence the willingness to purchase. In 1990, Monroe developed a framework and suggested a ratio specification, which implied that the perceived value is judged to be quality at unit price in a consumers mind. This is the outcome of the trade off between perceived benefit and perceived sacrifice. The ratio specification is defined as: Perceived value = Perceived benefit / Perceived price sacrificed The equation above, identify that perceived value, perceived benefits are positively related, and perceived price sacrificed is negatively related to perceived value. The relationship between actual price and perceived quality are positively related and negatively linked with perceived price sacrificed. The concept developed by Monroe, stated that buyers perceptions of value represents a tradeoff between the quality and benefits, they perceive in the product relative to the sacrifice they perceive by paying the price. One can reduce a products perceived monetary sacrifice by offering a price reduction on the product. Therefore, by keeping the benefits received by consumers constant, different ways of communicating promotion will lead to a purchase decision. According to Grewal et al. (1998b), integrative framework identify price, product brand and store name could influence buyers perceptions of quality, and extend to their perceived value. They identified that price discounts are likely to have a negative influence on perceptions of quality. If a consumer purchases a discounted product, they often attribute the fact that it was on discount because of poor quality, which is similar to the finding of other scholars (Blattberg and Neslin, 1990:pp.30-100). They suggested that internal reference price is influenced by price discounts, brands perceived quality and brand name. In addition, their finding supports the conclusion of other scholars that the essential components of the formation of the value perception included price, promotion and quality perception. Indeed, they also suggested the perceived quality be positively related with value perceptions. As a result, purchase intention is positively associated with perceived value as the p urchase intentions is an antecedent of the consequent purchase. Alford and Engelland (2000) applied the social judgment theory to develop the concept of value perception. Their main finding suggested that the variables influencing the formation of consumers internal reference prices be consumer perceived value and search intention. Consumer internal reference price formation is influenced by the advertised sales price (Alford and Ellgelland, 2000). They illustrated that the comparison between the advertised sales price and internal reference price is to attract consumer attention and enhance consumers value perception as well. Consumers define internal reference price as a fair price, the expected average market price, the average of recent purchase price, or the lowest acceptable price. In this sense, it would be more reasonable to view it as a range of prices. In their framework, the price range is appropriately associated with the social judgment theory developed by Sherif et al. (1973), which suggested that individuals develop latitudes of ac ceptance, rejection and non-commitment as a guideline for value evaluation. Moreover, they also realized that consumers would perceive a smaller degree of benefits of search when exposed to a plausible advertised reference price as opposed to an implausible advertised reference price. This implies that the level of purchase intention would be higher for the appropriate promotion employed. Among the studies mentioned above, only Thalers transaction utility theory (1985) and framework of Grewal et al. (1998a) have segregated the perception into two dimensions acquisition value and transaction value and defined both dimensions are inter-related. Nonetheless, most of the scholars (Zeithaml, 1988; Monroe, 1990; Grewal et al., 1998b) concept does not identify the value as two dimensions acquisition value and transaction value. The findings from previous studies suggested that perceived value is a function of perceived quality and perceived price. That is, value increases monotonically (and positively) Impact of Advertising Campaigns on Consumer Behaviour Impact of Advertising Campaigns on Consumer Behaviour Chapter.1 Introduction 1.1 Introduction and Background The hypermarket plays an important role in Asian countries, such as South Korea, China, Thailand, and Taiwan, the numbers of hypermarkets are rising because of the dense population. Nowadays, Taiwan has experienced rapid economic expansion and a notable increase in consuming capacity. With an increasing demand for better products and services, the concept of using modern retail channels such as convenience stores and hypermarkets for daily purchases of household necessities has been adapted widely by consumers. In a survey of the role of hypermarkets in Taiwanese peoples daily lives quoted by Taiwan Today (2009) from Chinese-language China Times founded that over than eighty-four percent of 1,870 participants said they had shopped at a hypermarket. Obviously, the hypermarket became the main store format for Taiwanese people when they purchased household necessities and foods. According to Nielsen Company (2009) market research conducted in 2006, Taiwan had the second highest density of hypermarkets in Asia region. In this survey, they pointed out the population in Taiwan around 23 million and each hypermarket serves around 210,000 people. They also founded that Taiwan is significantly more developed than other Asias countries, with 90 percent of grocery sales going through the modern trade. Therefore, retailing industry became competitively so retailers must put effort into increasing various products, better service or developing various sales promotions in order to tempt customers, and the results of the poll reveal that which strategies are effective. As Dibb et al. pointed out the role of promotion in a company is to communicate with customers, with the aim of directly or indirectly facilitating exchange by informing and persuading one or more audiences to accept the companys products (Dibb et al., 2006: p.511). In addition, the resource in a company is not infinite therefore company should maximum the efficiency of resource and focus on useful marketing strategies. For that reason, we understand the promotion became a crucial issue for company which want to utilize the tools to increase communicate with customers then incentive customers purchase companys product. Meanwhile, by providing good services and products surpass customer expectation then get higher custom er satisfaction. Finally, the company can keep higher customer retention and earn more profit. This research takes Carrefour for example and discusses the effectiveness of sales promotion operations for Carrefour. Besides, this research tries to understand how promotion campaigns to impact customer relationships and behaviours and how to use sales promotion to help company get more revenue and keep high customer retention. 1.2 Aims and Objectives Aims In the past, the manufacturers and retailers focus on how product more products and how to use the marketing strategies to sell the products, they also stand on supply-based side to sell products. However, in the twenty first century, the domestic and global competition is increasingly intense; the marketplace provides more options to the customers, and the whole value chain of retailing had already became the customer orientated situation and retailers seek for best ways to increase the profit. Objectives The purpose of this research is aimed at examine the effects of sales promotion and marketing strategy on consumers behaviours. Let the stores to understand the customers needs by distinguishing the effectiveness of individual sales promotion, then provides the new marketing strategy for fit in with the market. Therefore, there are four objectives in this study: 1) Identify the effects of individual sales promotion tools on perceived values. 2) Find out the impact of different sales promotion tools on consumer purchase intention. 3) Find out whether there is a positive correlation between sales promotion and purchasing intention. 4) Identify the demographic of consumers and behaviour response. 1.3 Research Structure This research includes five chapters, and the outline of each chapter is as follows: Chapter one introduces the research background, research aims and objectives, and research structure. Chapter two reviews the existing literature relevant to this research. It consists of definition of hypermarket, sales promotion, consumer behaviour. Chapter three illustrates the experiment design, data collection, sample selection, measurement, and pre-test. Chapter four tests the hypotheses and shows the statistical results of the research. The data analysis methods contain Reliability Analysis, Factor Analysis, ANOVA, Independent-Sample T Test, and Simple Regression. Thus some findings could be explained through this information. Chapter five discusses the results and implications of the study, describes limitations, and provides suggestions for future research. The research flow is as follows: Chapter 2. Review of the Literature Introduction There exist numerous theories about how an individual consumer perceives the values of products based on several elements. In this chapter, an extensive review of literature is to be presented. Basically, three sections are included in this chapter. The first section discusses the definition of Hypermarket. In the second section, the definition and classification of sales promotion are to be provided. Then, the third section reviews the theories of consumer buying behavior. 2.1. Hypermarket 2.1.1 Definition of hypermarket According to URPI (1988), the hypermarket is an extension of the supermarket. Normally, the average supermarket covers up to 2500 m, a superstore is between 2500 and 5000 m and the hypermarket is anything over 5000 m in business size. It offers variety of choices and depth of range but usually centers mainly around groceries. Kitchen and Proctor (2001) found that, hypermarket usually over 50000 square feet, typically on one level and selling a wide range of food and non-foods products. Moreover, hypermarkets are usually built on the edge of town or near retail parks. A number of definitions have been coined for a hypermarket. The most widely used definition of a hypermarket is a large commercial establishment which comprises of departmental stores and supermarket which offer a wide range of grocery and a chain of merchandise goods at discounted prices. 2.1.2 Hypermarket in Taiwan 2.1.2.1 History In Taiwan, the hypermarket has developed for 20 years. The first hypermarket called Makro, which were introduced to Taiwan in 1989. At same time, the French company Carrefour established a joint-venture with President Group in Taiwan. Furthermore, local brands such as Geant and RT-MART and international brands like Costco quickly join hypermarket industry. They provide with a variety of commodity and low price. At that time, Makro quickly became the biggest retail sales system in market, and set a new customer shopping trend in Taiwan. Those are self-service, low price, and get all you need in one store. Meanwhile, during 90s Taiwans government comprehensively pushed commercial and service industry development, and eagerly anticipated the industry to become prosperity, globalization, internationalization and alliance. In last twenty years, hypermarkets dramatically grew under the government policy guidance. 2.1.2.2 Current situation Recently, hypermarkets in Taiwan became already the main places that the consumers purchase household necessities for daily lives. In spite of during the global recession, the leading-brand hypermarkets still to expand their new stores every year. In Taiwan, There are 106 hypermarkets at the end of the year 2008. Table 1 shows that the largest chain of hypermarkets is Carrefour (58 stores), followed by RT-MART (24 stores) and Geant (14 stores). It is clearly that the variations and competitions between the hypermarkets in Taiwan are very fiercely. Therefore, hypermarket should find other marketing strategies to keep their market share and profit. Table.1 Source: Collected by different hypermarkets official website in Taiwan 2. 2 Sales Promotion 2.2.1 Definition of Sales Promotion The word promotion originates from a Latin word meaning to move forward. Later, the meaning has been narrowed with reference communication undertaken to convince others to accept ideas, concepts or things. Many previous studies and researches have defined of sales promotion. Each definition has its own elaboration according to the promotional methods applied. Hence, the techniques of sales promotion are diverse and widely used. Strang (1976) had given a more simplistic definition on sales promotion where they are short-term incentives to encourage purchase or sales of a product or service. Twenty years later, Kotler and Armstrong (1996: pp.200-250) reemphasized that sales promotion consists of short-term incentives to encourage purchase or sales of a product or service. Sales promotions include a wide variety of promotion tools such as coupons, contests, cents off deals, and others are designed to stimulate earlier or stronger market response and this includes consumer promotion, trade promotion and sales force promotion. They also defined sales promotions as invite and reward quick response from consumers whereas advertising and personal selling offer reasons to buy a product or service. Later, McDonald and Christopher (2003: pp.120-140) noted that sales promotion is not a face-to-face activity concerned with the promotion of sales. Sales promotion can be an activity for saving problem designed to stimulat e customers to behave more in line with the economic interests of the company, and bring forward their decisions to buy. The design of promotion is to increase sales of product or service by encouraging consumers to try and even purchase the product. This activity provides incentives to consumer within specific time in order to help them make decision on a variety of commodities available in the market. Brassington and Pettitt (2006:pp727) also concluded that sales promotion covered a wide variety of objectives, all of which fall into three broad categories as show in Figure 1. : communication, incentive and invitation. Figure 1 Sales Promotion objectives Despite sales promotion have different forms or definitions offered by several credible institutes and scholars, but all sales promotion instruments would be have the common typical objectives: 1) Encourage intermediaries do more sales efforts 2) Increase shelf space for products 3) Help intermediaries stock levels increasing 4) Get more support for in-store displays or other promotions 5) Gain access to new outlets 6) Counteract pressure from sales downturns or competitor actions 7) Improve communication with, or education of, intermediaries For every marketers or producers, it is essentially important for them to understand, which promotion techniques can attract and induce consumers to purchase their products respectively. In order to create better analysis of the effects of promotions, some researchers classify the sales promotion into different framing forms. Campbell and Diamond (1990) classified the sales promotion into two main types, monetary promotion and non-monetary promotion. Monetary promotions are inducement activities made through the price mechanism and comparable with product selling price such as discount and coupons. On the other hand, non-monetary promotions are inducement activities that exclude pricing element and not comparable with product selling price, i.e., free gift or premiums. Their study concluded that non-monetary promotions are theorized to be considered as gains while monetary promotions are viewed as reduced losses in terms of value perception. Experimental results showed that monetary promotions have smaller but noticeable differences than nonmonetary promotions in value. However, non-monetary promotions had broader latitudes of acceptance than monetary promotions. Because of their relatively small noticeable difference, monetary promotions may be particularly effective for transactions with limited amount of money involved. Meanwhile non-monetary promotions, which have broader latitude of acceptance, would be better for transactions that are more expensive. No matter how the sales promotion is classified, there are several ways of hypothesizing whether a particular promotion will be considered as a gain or a reduced loss in value perception. One of Thalers (1985) assumptions was that the physical or temporal separation of a rebate (monetary promotion) check from the price quotation leads to the consideration of the rebate as a gain, but he did not test that hypothesis. Price-off promotions, a monetary promotion tool, are most likely to be viewed as reduced losses in value perception and non-monetary promotions, are most likely to be framed as gains in value perception (Sawyer and Dickson, 1984). Most analytical and econometric models of sales promotions simply assume that monetary savings are the only benefit motivating consumers to respond to sales promotions (Blattberg and Neslin,1990: pp.30-100). Therefore, the determination of value perception of gains or reduced losses is depending upon which form of sales promotion would produce t he most happiness for the subject (McDonald and Christopher, 2003). 2.2.2 Sales Promotion Activities Money-off Money-off are the most recognized use of sales promotions. Money-off offers are usually designed as short-term expedient but some brands appear to run one price reduction after another, creating clear impression and expectation in peoples mind. Bonus packs Bonus packs include an extra quantity of product in the pack for no extra price increase. Banded packs These are multi-packs of the same product, or more than one product, banded together for inclusive price. Couponing Coupons are extensively used in a variety if forms and are associated with other elements of sales promotions such as money-off offers and contests. Premiums Premiums are merchandise items or services. They include free goods and services such as a free extra item of the product being purchased, a free item of some other product or free service such as entry into a leisure park. Sampling Standard or trial-sized samples of the brand are provided free or at a reduced price to encourage trial. Contests Competitions of a variety of forms are a popular sales promotional tool. Contests encourage individual customer rivals others for prizes according to their analytical or creative skills. Sweepstake Sweepstake is a method of stimulating sales in which consumer submit their names for inclusion in a draw for prizes. Sweepstakes are usually used to stimulate sales contests, and sometimes sweepstakes will combine with other sales promotion tools. Tie-in sales promotions Tie-in sales are where multiple products are involved in sales promotions. The products may be from the same company or different companies. Merchandising/ point- of sale displays/ demonstrations Those promotions are anything that entices customers to buy or take action through display and atmospherics. It includes window displays, shelf and aisle displays, the use of video, and other appeals to any of the five senses. Frequent user incentives Frequent user incentives to reward customers who take part in repeat purchases. Basically, frequent user incentives include loyalty card and trading stamps. The loyalty provides discounts or free merchandise to regular customers. Information leaflets/ packs and catalogues The primary purpose of those trade items is to be informative in explaining the range products available, and give pricing and ordering procedures. 2.3 Customer behaviour 2.3.1 Theory of Consumer Buying Behavior It is very difficult to identify the causes of consumer behaviors. People make their buying decision based on many reasons. The analysis of consumer behaviors as those acts of individual directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine the acts. People make buying decision based on different factors. Knowledge of consumer behavior is a vital input to sales promotion activities (Blackwell et al., 2001). Between 1950 and 1960, the field of economics was the main contributor in explaining consumer behavior and economists were the first to propose a formal theory of consumer behavior (Karin, 2003). However, marketers only borrowed rather indiscriminately from social psychology, sociology or any other fields of inquiry that might relate to consumer behavior in some way. One of the outstanding models underlies the consumer behavior, Stimulus response model (Bagozzi, 1986), has been widely applied by marketing managers. According to Teunter (2002), most marketing managers find the economic model particularly lacking in its ability to suggest specific actions for influencing consumption or for anticipating specific demands of consumers (unless resulting from price actions). Most marketers or producers need guidelines that will indicate how their actions, especially the marketing mix, might actually influence consumers perception and in turn purchasing behaviors. In the stimulus-response model (Fig. 2) suggests that marketing and other stimuli enter the consumers black box and produce certain responses (Bagozzi, 1986). Hence, the challenge for marketers is to find out how the responses are generated in the black box. Notice that the marketing mix variables are not the only stimuli producing responses on the consumers but also external environmental fact ors. The stimulus-response approach is quite appealing because marketers can discover the reactions of consumers to sales promotion stimuli. Under this approach, people are represented as being buffeted by stimuli rather than freely discovering their needs and choosing among alternatives. Stimulus Buyer Black Box Consumer Response Marketing Mix Psychological Variables Reactions Product Purchase Price Activities Place Consumption Promotion Patterns External Environmental Economic, Technological, Political, Cultural Fig. 2. Stimulus-Response Model Source: Bagozzi, 1986. The central idea of the stimuli-response model is to employ marketing stimuli to influence perceived value as they affect buyer decision and intention to purchase. Sales promotion is one of the elements of marketing stimuli, this model could be very useful in explaining how and why sales promotions affect consumer behaviors through the perceived value. Usually consumers make purchase decision toward which they have a positive attitude, and avoid those, which they have, negative perception. Therefore, to make better prediction about consumers behaviors will need a better understanding about the formation of consumers perceived values (Teunter, 2002). Consumer value is very important to marketers (Fredericks and Salter,1995; Vantrappen, 1992), especially under the fierce competition in newmillennium. The concept of perceived value has recently gained its importance in the business environment as it could affect consumer behaviors, and therefore it helps provide the basis for building strategies for the marketers/producers to gain a better competitive position in a market. However, despite its strategic importance for marketing, perceived value did not receive enough investigation in the literature in agribusiness. Although the conceptualization of perceived value launched in the late 1970s, researchers just begin to give reasonable attention to its operationalization (Sweeney et al., 1997). Given the previous studies, perceived benefits, perceived price, monetary price, psychological price, and behavioral price are all associated with conceptualization of perceived value. Hence, the concept of perceived value is a multi-dimensional (Kotler and Armstrong, 1996). Studying the perceived value has become quite popular recently. There are several conceptual models on perceived value, and basically they can be grouped into two categories according to the different conceptual values. First category consists of transaction utility theory and concept theory of Grewal et al. (1998a), where they define the perceived value as two dimensions-transaction value and acquisition value. Meanwhile the second category only reviews the perceived value as a whole unit without clearly segregating the value into transaction value and acquisition value. Transaction utility theory was developed by Thaler (1985) it focuses on how people build mental code combinations of events that are assumed to make themselves as happy as possible. This principle is used to explain consumers purchase behaviors related to their preferences and the evaluation of transactions involves the acquisition utility and the transaction utility. Conceptually, the acquisition utility is a measu re of the value of the goods relative to its price, which is similar to the economic concept of consumer surplus. Transaction utility is defined as the difference between the amount paid and the internal reference price for the goods that the consumer expects to pay for. This theory leads to the evaluation of consumers tangible gains to their losses when they are offered with promotion, then the perceptions of value and purchase intention would be formed. During the purchase evaluation stage, consumer will makes the purchase decision based on the maximum perceived value or utility received from individual promotions. Thaler (1985), argues powerfully that promotions may frame as gains or losses in the value assessment. The transaction utility theory already becomes a fundamental base for many researches on the psychology of persuasion (Lichtenstein and Bearder, 1989). Grewal et al. (1998a) focused on the perceived product value and customers choice behaviors in the pre-purchase phase. They have successfully identified the value into two aspects, perceived acquisition value and perceived transaction value. Perceived acquisition value is the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of a product will be positively influenced by the benefits they are getting from acquiring and using the product. However, it will be negatively influenced by the amount of money given up to acquire the product, i.e., the sales price. On the other hand, the perceived transaction value is the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. In addition, they discovered that the influence of perceived transaction value on behavioral intentions is mediated by perceived acquisition value. The perceived transaction value could enha nce consumers perceived acquisition value if the internal reference prices (the mental price scale by which a buyer judges the fairness of an actual price) are greater than the selling price. The likelihood that the buyer intends to purchase the product is positively related to overall perceptions of value. Their findings also reaffirmed the common belief that perceived quality is an important part of the value equation. Zeithaml (1988) developed a means-end model, which specified quality and value not differentiated from one another. Quality can be defined as a consumers judgment about a product or service. Zeithaml (1988) found that perceived value is defined as the consumers overall assessment of the utility of a product according to perceptions of what is received and what is given. The study stated that perceived customer value can be captured in one overall definition: value is low price, value is whatever one wants in a product, value is the quality that the consumer receives for the price paid, and value is what the consumer gets (quality) for what they give (price) respectively. The moderating variables of perceived value in this model include perceived sacrificed, the effort required to purchase, extrinsic and intrinsic attributes, and high-level abstractions. The perceived sacrificed include elements of perceived monetary price and perceived non-monetary price. Perceived monetary price is the price of a product as encoded by the consumer. Meanwhile the perceived non-monetary price is defined as the price of obtaining a product that includes the time and effort used to search for it. Both intrinsic attributes (how the product/service makes you feel) and extrinsic attributes (the reputation of the product/service) are positively related to perceived quality, while perceived monetary price is affected by objective price (actual price paid) and negatively related to the perceived quality. The result showed consumers perceptions of quality, price and value are interrelated and it will influence the willingness to purchase. In 1990, Monroe developed a framework and suggested a ratio specification, which implied that the perceived value is judged to be quality at unit price in a consumers mind. This is the outcome of the trade off between perceived benefit and perceived sacrifice. The ratio specification is defined as: Perceived value = Perceived benefit / Perceived price sacrificed The equation above, identify that perceived value, perceived benefits are positively related, and perceived price sacrificed is negatively related to perceived value. The relationship between actual price and perceived quality are positively related and negatively linked with perceived price sacrificed. The concept developed by Monroe, stated that buyers perceptions of value represents a tradeoff between the quality and benefits, they perceive in the product relative to the sacrifice they perceive by paying the price. One can reduce a products perceived monetary sacrifice by offering a price reduction on the product. Therefore, by keeping the benefits received by consumers constant, different ways of communicating promotion will lead to a purchase decision. According to Grewal et al. (1998b), integrative framework identify price, product brand and store name could influence buyers perceptions of quality, and extend to their perceived value. They identified that price discounts are likely to have a negative influence on perceptions of quality. If a consumer purchases a discounted product, they often attribute the fact that it was on discount because of poor quality, which is similar to the finding of other scholars (Blattberg and Neslin, 1990:pp.30-100). They suggested that internal reference price is influenced by price discounts, brands perceived quality and brand name. In addition, their finding supports the conclusion of other scholars that the essential components of the formation of the value perception included price, promotion and quality perception. Indeed, they also suggested the perceived quality be positively related with value perceptions. As a result, purchase intention is positively associated with perceived value as the p urchase intentions is an antecedent of the consequent purchase. Alford and Engelland (2000) applied the social judgment theory to develop the concept of value perception. Their main finding suggested that the variables influencing the formation of consumers internal reference prices be consumer perceived value and search intention. Consumer internal reference price formation is influenced by the advertised sales price (Alford and Ellgelland, 2000). They illustrated that the comparison between the advertised sales price and internal reference price is to attract consumer attention and enhance consumers value perception as well. Consumers define internal reference price as a fair price, the expected average market price, the average of recent purchase price, or the lowest acceptable price. In this sense, it would be more reasonable to view it as a range of prices. In their framework, the price range is appropriately associated with the social judgment theory developed by Sherif et al. (1973), which suggested that individuals develop latitudes of ac ceptance, rejection and non-commitment as a guideline for value evaluation. Moreover, they also realized that consumers would perceive a smaller degree of benefits of search when exposed to a plausible advertised reference price as opposed to an implausible advertised reference price. This implies that the level of purchase intention would be higher for the appropriate promotion employed. Among the studies mentioned above, only Thalers transaction utility theory (1985) and framework of Grewal et al. (1998a) have segregated the perception into two dimensions acquisition value and transaction value and defined both dimensions are inter-related. Nonetheless, most of the scholars (Zeithaml, 1988; Monroe, 1990; Grewal et al., 1998b) concept does not identify the value as two dimensions acquisition value and transaction value. The findings from previous studies suggested that perceived value is a function of perceived quality and perceived price. That is, value increases monotonically (and positively)