Ethnography of Speaking Essay Example for Free

Ethnography of utterance EssayThe article Ethnography of Speaking towards a Linguistics of Praxis by Alessandro Duranti provides thorough written report of language utilization in everyday life of a particular speech community. Actually, the author discusses peculiarities of language habituate involving communicative competence, context, speech communities, speech events, speech acts and conversation analysis.This study is centered on a situation discourse meaning that linguistic performance is evaluated in terms of socio-cultural pronounce and language. It is noted that ethnography of speaking (ES) is refer with finding relations between language use and local systems of knowledge and social conduct. The author discusses the goals of the speech, attributes of linguistic code and provides definitions of main terms heterogeneous in the discussion of language use.The author admits that ethnographers of speaking are interested in analyzing language use. The author claims tha t the notion of language use is strictly tie in to the view of sociolinguistics as merely a different methodology, a different way of obtaining data.However, ES define language use as the use of linguistic code in terms of a particular culture or community. The author assumes that unity of language is only illusion and in order to interpret the sign it is necessary to analyze the context. The goals of ES are to establish social identities and relationships, to explain how it is possible to change the world, to provide frames for speech events and act and, finally, to sever social and cultural barriers.It is necessary to notice that ethnographic study wants to describe knowledge required by participants to communicate successfully with each other. Therefore, speaking or not speaking is significant for all human interactions. The process of speaking is, thus, constitutive of reality meaning that speaking makes something already existing present to the participants or creates somethi ng anew. Finally, the author discusses the role of speaking in shaping peoples life. Why speaking is important for human interactions?Works CitedDuranti, Alessandro. Ethnography of Speaking Towards Linguistics of Praxis. Cambridge Cambridge University Press.

She ran up the wooden staircase Essay Example for Free

She ran up the wooden staircase EssayIt is an odd case this. Peterson had a motive I understand his suffer was rich, perhaps he wanted his inheritance quickly so he could marry the girl as is good and proper. The girl has a motive chick Peterson had a rather low opinion of her. I am rather inclined to think of Miss smith she had opportunity, and motive. Is it a pure coincidence she came prevail over on the same day as the lady was discovered dead? I somehow think non. It must be her that letter proves it That is an odd occurrence. Of course, there is the possibility she forged it herself to gain sympathy, only if I somehow I think not, he paused.I saw the familiar pipe slip bug forbidden from underneath his cloak and into his mouth. However, supposing she did the deed, and the purpose was to marry Edward Peterson, staging a quarrel with said man seems rather extremumless. It was two mornings subsequent when I received an early on morning phone call from Holmes that brought me out of my slumber. Hello? I said tentatively. Watson, we atomic number 18 going to visit Miss Smith, my confederate said matter-of-factly, without introducing himself or apologising for vigilant me up what must have been five am, if not earlier. So it was that I found myself on the railroad train to visit the woman I suspected of murder.I was sitting by the window, doing the crossword in The Times, all the while aware of Holmes watching me as a child watches the ants that scurry across the garden path. enjoin me, Watson, what would you say if I told you who the murderer was, right here, right now? he asked, an amused expression on his face. You know? I cried. Then why are we visiting the young lady at this hour? No no, my dear Watson, I was merely speculating, Holmes finished, and neither of us said a word until the train reached the station that was to be our destination.Come Watson, my friend said in his usual brisk manner. We will get a horse and carriag e from here to the ladys house. She is staying with a friend or so she says in her letter. A letter? I cried incredulously. She sent you a letter Why hadnt he mentioned this before? The girl believes her career is in danger. She is frightened, understandably so. It is my job to help her, he stated matter-of-factly. Yes and- I stopped. The horse and carriage had arrived, and I followed Holmes clambering in to it. Of course, she may be mistaken, he continued, but it may prove a valuable clue. Rose Smith was staying in a small house with her friend, who was introduced to us as Helena. It was a pretty, country cottage, not the sort I would expect Miss Smith to be staying in. Im going for a walk, Helena announced shortly, as she picked up a raincoat and unopen the door behind her. Good luck Rosie So, Miss Smith, Holmes said, You wrote to me because you believe your life to be in danger. Why? Gosh, you do get to the point quickly, dont you? Miss Smith laughed nervously. Ill start from the beginning. I met Ed Mr Peterson, that is at a dance.He was there with a friend who happened to be a friend of a friend of a cousin of mine. So we were both at this party, and I must admit, it wasnt what lady Victoria would approve of. Shes dreadfully serious, you know Very traditional. Oh shes a dear, but so interfering. Ed and I got talking and well, we fell in love. His mother threatened to disinherit him if we kept seeing each other, but then, quite out of the blue, she gives us another chance, and invites me to stay for a little while. He came to collect me from the station, and on the way back to the house, he proposed to meOh I was so happy, it was a fancy comes true. But now it look like there wont be a wedding after all, she said, as she broke down in tears. I noticed on her forearm lay a large purple bruise as I reached my hand out to comfort her. Whats that? I asked suddenly. Oh nothing, she muttered. permit me tell you what happened when you received the le tter from Edward Holmes began. So it was from him, she cried. Even as I wrote to you I hoped it was someone else. There are some names beginning with E Egbert, Emily, Ellie. Why him? I saw a sudden look come into Holmes eyes he knew whom the murderer was. I could tell by the excited glance the dark black pupils had taken on. One more thing, Miss Smith, Holmes said as he showed her the picture we had seen in the ladys room. Its Ed she cried. Excellent he said, as he left the room. Excellent. NOT FROM WATSONS NARRATIVE Tell me, Mr Peterson, did your mother spill her tea the day she died? Holmes asked. Why, yes, yes she did. And Rose gave her hers, I think. She doesnt like tea anyway. AFTERWARDS BY WATSON So how did you find out? I asked.I must admit, it had me fooled. Id never have guessed. Well, it was quite simple really Watson. The entire crime rotated round the stain. That one spill held the key to the entire murder. Once I knew who had spilt the cup, the whole myste ry came together like a well-knitted scarf. But how? I know I must be terribly ignorant not to see, but how? You see, I know that Lady Peterson spilt the tea. Miss Smith then gave the Lady her mug, which she drank. Lady Peterson later died, and I think I can safely assume it was that mug that was poisoned. We therefore have two options.Either Miss Smith poisoned the tea or the tea was already poisoned when Miss Smith took it You mean, Miss Smith was the intended victim I do indeed, Holmes smiled. You see, one of the housemaids had entertained a liking for Edward Peterson for many years. She steals photos of him she spends extra time tidying his quarters, and she is in fact, quite infatuated. So when Miss Smith appears, our admirer is jealous. Later, she hears her love proposing to this girl, and decides something must be done before her love marries this stranger. In the tea, she slips a strychnine tablet into one of the mugs.But then her plan fails. Instead of her hated rival ta king the tea, her employer, the kindly woman who has the power to stop this marriage, dies. I sat in stunned silence for a few seconds, unable to speak. But why then, the flower, the letter? I asked. Our murderer has a somewhat romanticistic mind jealous women often do. She thinks miss smith is the perfect suspect. Miss smith, who happens to be named Rose. Hence the flower. A silly, girlish touch really. The clue does not point to Rose, but to someone who would be willing to spring the crime on her. Of course I exclaimed.And the letter? Well that was simple, although I must admit I was nearly fooled. Who was the maid girl who served us our tea, Watson? Why, err, of course Ellie, I believe Ellie Pierce, in fact the genius pointed out. Our mystery EP Brilliant, I really dont know how you do it, Holmes. Brilliant Elementary, my dear Watson. Elementary Show preview only The above preview is unformatted text This student written piece of work is one of many that can be foun d in our GCSE Arthur Conan Doyle section.

Definitions of Beauty Essay Example for Free

Definitions of Beauty EssayWhat makes a woman beautiful? Today our society has turned ravisher into something that is unrealistic. Many are familiar with features that classify a woman as beautiful such as having a pretty face, flawless skin, skinny figure and sparkling eyes. However, each of us has our own perception of beauty. Everyone has distinct tastes. We have certain features that we like and dislike, which makes it difficult to define what beauty truly is. If we advisenot agree on what traits define beauty, then how can a woman discover their own?The problem is that beauty is in the eye of the beholder, and this is never more true than seen over time and between different cultures. Over time, our concept of beauty seems to fluctuate. Sometimes favoring rather heavy individuals and at other times very skinny ones.The beauty concept on this air are often corresponding to the way looks correlate with wealth. For example, during eras when nutrient was scarce, excess fle sh was seen as a sign of wealth and therefore of beauty. However, today, with fattening food cheap and plentiful, being thin is a sign of someone who has the time to eat right and exercise, and therefore is a sign of wealth, with obesity looked upon as a sign of mortifieder economic status.In different cultures, parts of the body may be purposefully exaggerated in the name of beauty, the effects of which power even seem strange to those of another culture. Western Eastern beauty conceptIn the West, we have a very fixed idea of what beauty comprises. To have a chance of being considered beautiful, women must be tan, tall, slim, and youthful, have large breasts small waists and have long hair. There is a Western captivate felt today by civilizations. The entertainment and media industries in Europe and America have become experts in presenting and promoting a fixed definition of beauty to the world.For the Eastern, in many Southeast Asian countries, the fairness of skin is consider ed to be a definition of beauty. Unlike their European and American counterparts, who sometimes work hard to get up a tan, girls from these countries work to avoid any extra coloring. To them, dark skin suggests generations of agricultural work under a hot sun, which means a low or common status. Another mark of beauty in some areas of Asia is having large eyes. Because of this, and a desire to stand out, it is not uncommon for Asian women to brook surgery to make their eyes appear larger and have Caucasian-looking eyelids.

Health Essays Alcoholism Drinking Health

Health Essays intoxicantism Drinking Health inebriantic drinkism Drinking HealthDefinitionAlcoholism is an illness marked by drinking soaker b constantly soages at a level that interferes with visible health, work forcetal health, and well-disposed, family, or occupational responsibilities.Alcoholism is divided into 2 categories dependence and abuse.People with intoxicant dependence, the most utter(a) alcoholic beverage disorder, usually experience adjustment and separation. Tolerance is a need for markedly increased amounts of alcohol to achieve drink or the desired effect. climb-down occurs when alcohol is discontinued or intake is decreased. Alcohol mutualists spend a great deal of time drinking alcohol, and obtaining it.Alcohol abusers whitethorn have statutory problems such as drinking and driving. They may overly have problems with binge drinking (drinking 6 or much drinks at one sitting).People who ar dependent on or abuse alcohol continue to drink it despi te evidence of physical or psychological problems. Those with dependence have more severe problems and a greater compulsion to drink.Alternative Names Alcohol dependence Alcohol abuseCauses, incidence, and risk factorsAlcoholism is a type of dose addiction. There is both physical and psychological dependence with this addiction. Physical dependence reveals itself by withdrawal symptoms when alcohol intake is interrupted, tolerance to the effects of alcohol, and evidence of alcohol-associated illnesses.Alcohol affects the central nervous system as a depressant, turn outing in a decrease of activity, anxiety, tension, and inhibitions. Even a few drinks can result in appearanceal changes, a slowing in motor per goance, and a decrease in the ability to think clearly. Concentration and judgment become impaired. In excessive amounts, intoxication may result.Alcohol also affects other body systems. Irritation of the gastrointestinal tract can occur with erosion of the lining of the eso phagus and stomach do nausea and be sick, and possibly bleeding. Vitamins be not absorbed properly, which can lead to nutritional deficiencies with the long-term use of alcohol. Liver disease, called alcoholic hepatitis, may also shoot and can progress to cirrhosis. The heart muscle may be affected. Sexual dys run away may also occur, causing problems with erections in men and cessation of full point in women.Alcohol affects the nervous system and can result in nerve damage and severe memory loss. Chronic alcohol use also increases the risk of malignant neoplastic disease of the larynx, esophagus, liver, and colon. Alcohol consumption during pregnancy can cause severe birth defects. The most serious is fetal alcohol syndrome, which may result in mental retardation and behavior problems. A milder form of the condition which can still cause lifelong impairment is called fetal alcohol affects.The social consequences of problem drinking and alcohol dependence can be as serious as the medical problems. People who abuse or are dependent on alcohol have a higher incidence of unemployment, domestic violence, and problems with the law. About half of all traffic deaths are related to alcohol use.The victimization of dependence on alcohol may occur over a period of years, following a relatively consistent pattern. At first, a tolerance of alcohol develops. This results in a person being able to consume a greater quantity of alcohol before its adverse effects are noticed. Memory lapses (black-outs) relating to drinking episodes may follow tolerance. Then, people may lose hold in over drinking and find it difficult or impossible to gibe if they try. The most severe drinking behavior embarrasss prolonged binges of drinking with associated mental or physical complications. Some people are able to gain control over their dependence in earlier phases before a total lack of control occurs. The problem is, no one k in a flashs which heavy drinkers will be able to reg ain control and which will not.Withdrawal develops because the brain has physically adapted to the presence of alcohol and cannot function adequately in the absence of the drug. Symptoms of withdrawal may include elevated temperature, increased blood pressure, rapid heart rate, restlessness, anxiety, psychosis, seizures, and rarely even death.There is no cognise common cause of alcoholism. However, several(prenominal) factors may play a role in its development. A person who has an alcoholic parent is more likely to become an alcoholic than a person without alcoholism in the immediate family. research suggests that certain genes may increase the risk of alcoholism but which genes or how they exert their influence is controversial. Psychological factors may include a need for relief of anxiety, ongoing depression, unresolved conflict within relationships, or low self-esteem. Social factors include availability of alcohol, social espousal of the use of alcohol, peer pressure, and st ressful lifestyles.The incidence of alcohol intake and related problems is increasing. Data from many sources indicate that just about 15% of the population in the joined States are problem drinkers, and approximately 5% to 10% of male drinkers and 3% to 5% of female drinkers could be diagnosed as alcohol dependent (12.5 million people).Symptoms manpower who consume 15 or more drinks a week, women who consume 12 or more drinks a week, or anyone who consumes 5 or more drinks per critical point at least once a week are all at risk for developing alcoholism. (One drink is defined as a 12-ounce feeding bottle of beer, a 5-ounce glass of wine, or a 1 1/2-ounce shot of liquor).The following questions are used by the National Institute on Alcohol Abuse and Alcoholism to screen for alcohol abuse or dependenceHave you felt that you should cut down on your drinking?Do you ever drive when you have been drinking?Is someone in your family concerned about your drinking?Have you ever had any bl ackouts later drinking?Have you ever been absent from work or lost a job because of drinking?Do you have to drink more than before to achieve intoxication or the desired effect?Some of the symptoms associated with alcoholism includeDrinking aloneMaking excuses to drinkNeed for daily or frequent use of alcohol for adequate functionLack of control over drinking, with inability to discontinue or reduce alcohol intakeEpisodes of violence associated with drinkingSecretive behavior to hide alcohol related behaviorHostility when confronted about drinkingNeglect of food intakeNeglect of physical appearanceNausea and vomitingShaking in the morningAbdominal painNumbness and tinglingConfusionAlcohol withdrawal symptoms vary from mild to severe and may includeRapid heart rate and sweatingRestlessness or agitationLoss of appetite, nausea, or vomitingConfusion or hallucinationsTremors and seizuresSigns and testsAll docs should ask their patients about their drinking. A history may be obtained fr om family if the affected person is unwilling or unable to answer questions. A physical examination is performed to identify physical problems related to alcohol use.A toxicology screen or blood alcohol level confirms recent alcohol ingestion, which does not necessarily confirm alcoholism. Liver function tests can be elevated. GGPT (glutaryl transaminase) is often elevated more than other liver function tests. CBC (complete blood count) MCV can be elevated (mean corpuscular muckle or size of the red blood cells). Serum magnesium, uric acid, total protein, and folate tests may be abnormal.TreatmentGet help with your essay from our well(p) essay writersMany people with alcohol problems dont recognize when their drinking gets out of hand. In the past, discussion providers believed that alcoholics should be confronted about denial of their drinking problems, but now research has shown that compassionate and empathetic counseling is more effective.Three general steps are involved in treating the alcoholic once the disorder has been diagnosed intervention, detoxification, and rehabilitation. Research finds that the traditional confrontational intervention where the employer or family members surprise the alcoholic and threaten consequences if treatment is not begun is NOT effective. Studies find that more people enter treatment if their family members or employers are honest with them about their concerns, and try to help them to see that drinking is preventing them from reaching their goals.Once the problem has been recognized, total abstinence from alcohol is involve for those who are dependent for those who are problem drinkers, moderation may be successful. Since many alcoholics initially refuse to believe that their drinking is out of control, a streak of moderation can often be an effective way to deal with the problem. If it succeeds, the problem is solved. If not, the person is usually ready to try abstinence. Because alcoholism affects the people nigh related to the alcoholic person, treatment for family members through counseling is often necessary.Detoxification is the first phase of treatment. Withdrawal from alcohol is done in a controlled, supervised mount in which medications relieve symptoms. Detoxification usually takes 4 to 7 days. Examination for other medical problems is necessary. For example, liver and blood clotting problems are common. A balanced forage with vitamin supplements is important. Complications associated with the acute withdrawal of alcohol may occur, such as delirium tremens (DTs), which could be fatal. Depression or other underlying mood disorders should be evaluated and treated. Often, alcohol abuse develops from efforts to self-treat an illness.Alcohol recovery or rehabilitation chopines persist the affected person after detoxification to maintain abstinence from alcohol. Counseling, psychological support, nursing, and medical care are usually getable within these programs. Education about the disease of alcoholism and its effects is part of the therapy. Many of the professional staff involved in rehabilitation centers are recovering alcoholics who serve as role samples. Programs can be either inpatient, with the patient residing in the facility during the treatment, or outpatient, with the patient attending the program while they live at theatre.Medications are sometimes prescribed to prevent relapses.Naltrexone (Vivitrol) is an opioid antagonist that decreases alcohol cravings. In April 2006, the U.S. Food and Drug Administration approved an injected form of the drug.Disulfiram (Antabuse) works by producing very unpleasant side effects if even a small amount of alcohol is ingested within 2 weeks after taking the drug.Acomprosate is a new drug that has been shown to lower relapse rates in those who are alcohol dependent.These medications are not given during pregnancy or if the person has certain medical conditions. Long-term treatment with counseling or support conclaves is often necessary. The effectiveness of medication and counseling varies.Alcoholics Anonymous is a self-help group of recovering alcoholics that offers emotional support and an effective model of abstinence for people recovering from alcohol dependence. There are more than 1 million members worldwide, and topical anesthetic chapters are found throughout the United States.Al-Anon is a support group for spouses and others who are affected by someone elses alcoholism. Alateen provides support for teenage children of alcoholics. See alcoholism support group.For those who dont like the 12-step approach, there are several other support groups available. It is important that people dealing with alcohol problems know about these other groups because in the past, those who did not find AA helpful or were troubled by its requirement of submission to a Higher Power had no alternatives.SMART recovery uses research-based cognitive techniques to help alcoholics recover. LifeRing reco very and SOS are two other secular programs. Women For Sobriety is a self-help group just for women many female alcoholics have different concerns than men. fasting Management is a program for problem drinkers seeking to moderate their drinking it recommends abstinence for those who fail at such attempts.Support GroupsMembers of AA have help available 24 hours a day, associate with a sober peer group, learn that it is possible to participate in social functions without drinking, and are given a model of recovery by observing the accomplishments of sober members of the group. Other support groups are smaller, but growing, and all have an online presence which provides support even at home late at night.Expectations (prognosis)Alcoholism is a major social, economic, and public health problem. Alcohol is involved in more than half of all accidental deaths and near half of all traffic deaths. A high percentage of suicides involve the use of alcohol in combination with other substanc es. Additional deaths are related to the long-term medical complications associated with the disease. Only 15% of those with alcohol dependence seek treatment for this disease. Relapse after treatment is common, so it is important to maintain support systems in order to cope with any slips and ensure that they dont turn into complete reversals. Treatment programs have varying success rates, but many people with alcohol dependence have a full recovery.ComplicationsPancreatitisHeart muscle damageNerve damageEsophageal bleedingBrain degeneration Cirrhosis of the liverDelirium tremens (DTs) DepressionErectile dysfunction Fetal alcohol syndrome in the offspring of alcoholic women High blood pressureIncreased incidence of cancerInsomniaNutritional deficiencies SuicideWernicke-Korsakoff syndromeCalling your health care providerIf severe confusion, seizures, bleeding, or other health problems develop in a person known or who is suspected to have alcohol dependence take the person to the eme rgency room or call the local emergency number such as 911.PreventionEducational programs and medical advice about alcohol abuse have been successful in decreasing alcohol abuse and its associated problems. Alcohol dependency requires more intensive management.The National Institute on Alcohol Abuse and Alcoholism recommends that women have no more than 1 drink per day and men no more than 2 drinks per day. One drink is defined as a 12-ounce bottle of beer, a 5-ounce glass of wine, or a 1 1/2-ounce shot of liquor.The Healthline Site, its content, such as text, graphics, images, search results, HealthMaps, Trust Marks, and other material contained on the Healthline Site (Content), its services, and any information or material posted on the Healthline Site by third parties are provided for informational purposes only. None of the foregoing is a substitute for professional medical advice, examination, diagnosis, or treatment. Always seek the advice of a physician or other qualified hea lthcare provider with any questions you may have regarding a medical condition. Never disregard professional medical advice or delay in seeking it because of something you have read on the Healthline Site. If you think you may have a medical emergency, call your doctor or 911 immediately. divert read the Terms of Service for more information regarding use of the Healthline Site.

Consumers decisions: Product attributes and branding

Consumers ends harvest attributes and cross offingIn this research, consequence deep brown purchasing is selected to bring the purchasing decision of consumers. Three cheat savour tests be experimented and proofing that participant tended to choose the popular fault of burnt umber. Surprisingly, people made different choices in each of the test. The result tells us that with erupt versed the strike out name, their acquire decisions are different when comparing with knowing the cross name. In conclusion, snitch has a strong work out in consumers decisions.To divulge understand the contrivance grasp tests, we executed a questionnaire survey immediately. As a result, the survey tells us savouring is the some important factor in happen uponing their obtain decisions whereas their second consideration would be price, brand, and enamord by advertisement. This giving an idea that except for the brand and gustation, in that location are many factors should alte r the consumers acquire decision.Contents1. Introduction 12. Literature Review 22.1. reproach name 22.2. Brand Image 42.3. Linking brands to consumer perceptions of return 52.4. Consumer purchase behavior and decision making 62.5. Customer satisfaction and loyalty 92.6. Product attributes 103. Research Methodology 123.1. Pi mess arena 154. Findings and discussions 164.1. Participants 164.2. Relationship of brand, hear and decision 174.3. Post-tests evaluation 204.4. Buying behavior 234.5. Discussions 265. Conclusion 285.1. Recommendations 285.2. Conclusion 296. References 307. Appendix 337.1. Annex The Blind Test and Questionnaire 33Lists of cards and DiagramsTable 4.1 Years of being Nescafe supporters 16Table 4.2 The participants p contactence of second deep brown in Test A 17Table 4.3 The participants preference of instantcoffee in Test B 18Table 4.4 The participants preference of instant coffeein Test C 19Table 4.5 The No. of people continuing to purchase Nescafecoffee later trying the blind taste tests 20Table 4.6 The advocateation of coffee tofriends aft(prenominal) trying the blind taste tests 21Table 4.7 Satisfaction of Nescafe originally theblind taste tests 22Table 4.8 Satisfaction of Nescafe after theblind taste tests 23Table 4.9 The factors ingraining consumers purchase decision of instant coffee 24KeywordsBranding, Brand envision, Brand beauteousness, Consumer geting behavior, Consumer purchasing decision, Customer satisfaction and loyalty, Product attributesIntroductionOver the past few decades, a considerable effect of studies have a bun in the oven been made on the relationship of branding and consumer get behavior (Fournier, 1994 Keon, 1983), i.e. how the consumer buying behavior affected by branding. Many companies devote lots of capital and manpower to build up reachs for their brands. That is the reason why many studies have focused on this field.In this research bequeath be figured out which factor, brand name or crossing attributes, plays a critical role in affecting consumer buying decision. In the economists normal approach, price is used as the main tool to explain the consumer buying behavior (Becker, 1996). We carry out blind taste tests and also conduct a questionnaire to find out the bear on of branding on consumers preferences..Literature ReviewThis literature review is going to analysis what has been d unmatched in investigating the relationship among brand, consumer buying decision and fruit attributes. Such information will be digested and modified to be applied to instant coffee purchasing in the Hong Kong market.Brand nameIn mention of the growing coffee culture that is sweeping Hong Kong, different tastes of coffee have been rolled out on the market. For example, Nescafe has newly released a new series of coffee Latte in which the image is totally different from the original Nescafe coffee. Old Town coffee has introduced a new series called white coffee. Why do they give new brand names for the new products? Why do they have different images? Is there any advantage for them to do so? accord to Armstrong and Kotler (1999), brands net be described as a name, term, sign, symbol, or design, or a combination of these, which identifies the stimulater or seller of a product or service. Later, Olins (2000) gives a supplement to the definition of brand. He suggests that brand is a whatchamacallit that helps differentiating products from different sellers, without clear branding, in some fields, we literally could not tell one product or service from an another(prenominal). By using brand names, consumers stick out easily distinguish products from different sellers.Brand ImageIn the words of Keller (1998), marketers bum build up an image for the product to draw customers attention so as to induce much sales (Keller, 1998). Randall (1997) says Brand image is the whole image of the brand existing in the minds of consumers. It is the total information that the consumers have received about the brand. Some scholars mobilise that the brand image can make consumers buying decisions. Furthermore, Ogilvy (1983) suggests that consumers do not buy products rather they buy products with a personality. Ogilvy (1983) also suggests the fact that a brand can have a personality or image reflecting that people not only want the basic function offered by the product, but also psychological benefits. If a brand image matches with an individuals image, he/she will purchase that product and may stick to that brand in future (brand loyalty) (Levine, 2003). From the above statements, it seems that consumers are concerned more about the brand image rather than product attributes. In the research, we will use the product of instant coffee to test the validity of the above statements.after reviewing the sections of 2.1 and 2.2, we can say that there is an intimate relationship among brand name, brand image and the consumers.Linking brands to consumer per ceptions of productIn the research, we will investigate how consumers install buying decisions. Perception of a product is of the essence(p) in making the buying decision therefore, it is necessary to find the linkage between brand and consumer perceptions.Olins (2000) suggests that people can have a relationship with a brand they have an immense emotional content and inspire loyalty beyond reason. Besides, Keller (1998) suggests that what distinguishes a brand from its unbranded commodity is the sum of consumers perceptions and feelings about the products attributes and exploit, brand name and what it stands for and the company associated with the brand.In the past, there were only a few instant coffee brands available in the market. In recent yeas, a lot of new instant coffee brands appear in the market, such as Indocafe and Old Town coffee. The traditional branding strategy which has emphasized on product offerings and associated functional and utilitarian benefits is no longe r workable in the market. People are now paying more attention to the brand (Levine, 2003). Therefore, it is no approve many companies create a strong and distinctive brand image for their products so as to differentiate himself from other competitors (Keller, 1998). Advertising is widely used by the companies to build up a brand image. In Hong Kong, many coffee brands have been advertised on TV and in magazine, such as maxwell house, Nescafe and Mr. Brown. Most studies have found that there are inter-relationships among brand, advertisement and consumers buying decisions (MacKenzie et al., 1986). Besides, that the affective and cognitive-based attitudes towards the brand can affect the consumers buying decisions (Homer et al., 1992). Advertising is the primary device used to build the image of a brand and most of the customers usually rely on advertising messages when they make an infrequent purchase for an unfamiliar product (Dowling, 2001).Well-established brands attract plusd preference and usage (East, 1997), produce greater emotional ties (Biel, 1993), and boost trust and loyalty (Fournier, 1994). If the statement is true, it indicates that customers perception of products derive from marketing essay such as brand images and brand differentiation in addition to the physical characteristics of the product. What about the product quality? Can product quality influence the perception of product?Consumer buying behavior and decision makingIn our study, consumer buying decision is our key focus. We will focus on how the consumers make their buying decisions in purchasing instant coffee. We want to know which factors, brand or product attributes, influences most in the process of buying decision making of consumers. Therefore, we moldiness understand the consumer buying behavior and how they make the buying decisions.In the past, consumers were more concerned with a products function- efficiency, reliability, value-for-money, durability and convenience tod ays customers are prepared to pay more for a stylish product as they become more affluent and visually sophisticated (Henley Centre, 1989). It is no wonder companies put much effort on packaging, product design and advertising. In the words of Bayley (1989), the ambience, the layers of imagery, the texture, the decoding- all of these are vested interests leading to the only rationale a purchase.Consumer buying behavior refers to the buying behavior of last consumers, individuals and households who buy goods and services for personal consumption (Armstrong et al., 1999). Consumers have to make decisions when there is more than one choice. However, how do the consumers make their buying decisions?Foxall (1980) suggests that consumers will make the buying decisions check to perception, personality, motivation and attitudes. He says that consumer behavior is a process of learning and it depends on how you perceive the product. The process is modified according to the customers past ex perience and the objectives he or she has set (Foxall, 1980). Besides, Foxall (1980) also suggests that consumers personality and self-image is important in studying consumer buying decision as he believes that consumers only choose products that are ordered with their perceptions of themselves. By using Foxalls (1980) idea, it is not difficult to understand the relationship between brand and consumer buying decision. Once the brand image and consumers image is matched, consumer will purchase that product.Besides, Foxall (1980) also claimed that consumer buying decision is motivated by something more than awareness. It depends on the consumers needs and drives, his tastes and aspirations, plus his attitudes, personality and social environment (Foxall, 1980). Furthermore, Foxall (1980) says that attitudes and buying decision are related and each may influence the other, however, they are not always entirely consistent.Customer satisfaction and loyaltyAlthough our key focus of the res earch is how the consumers make buying decisions in purchasing coffee, customer satisfaction will also be investigated. In our study, satisfaction refers to the situation when consumers expectations are matched by perceived performance (Blackwell et al., 2001). After purchasing a product, consumers will have a post-purchase evaluation (Foxall, 1980). Consumers will continue to purchase the product if they are squelched with it. It is called loyalty. Sometimes, they may recommend it to their relatives and friends.In the research, the blind tests will be used to find out how the consumers perceive the product, that is, to see if consumers can recognize the taste of the brand that they have chosen. earlier study has found that customer satisfaction has a positive effect on loyalty and they will repurchase the product again (Oliver, 1997 Mittal et al., 2001). If the consumers are satisfied with the taste of coffee in the blind tests but it is not the brand the consumers used to buy, w e can say that brand influences consumers much and the consumers only loyal to the brand but not the product itself.Product attributesAccording to Armstrong and Kotler (1999), product attributes can be defined as something that can deliver the benefits offered by the product and can add value to the customers. In the words of Keller (1998), product attributes are the ingredients necessary for performing the product or service function sought by consumers. They refer to a products physical composition and are what determine the nature and level of product performance (Keller, 1998). It can be further characterized according to important and nonobligatory features, either necessary for a product to work or for allowing customization and more versatile personalized usage (Keller, 1998). In the research, we will focus on the study of instant coffee and we will regard taste as the most important attributes of coffee.Some studies have carried out in which consumers perceive the products they buy and the brands they regularly choose. Taste is used to determine the effect of brand identification on consumers reactions to and evaluations of products (Allison Uhl, 1964 Makens, 1961). The studies conclude that Participants in general did not appear to be able to realise the taste differences among the various brands, but apparently pass judgments and their associations did influence their evaluations.To sum up the literature review, many studies (Allison Uhl, 1964 Keon, 1983 Makens, 1961) have shown that consumers are influenced by branding. However, to what extent will the consumers make their buying decisions according to product attributes? The research will find out the answer.Research MethodologyI used the technique of triangulation (White, 2000) in my research in which two techniques, blind taste test and questionnaire, were used. onwards conducting the actual survey, I randomly selected 82 people outside a supermarket in Kowloon Bay, Hong Kong and asked the m if they had the habit of buying instant coffee. 39 of them stated that they buy instant coffee regularly but 18 of them said that they do not drink instant coffee. In the 39 people, 33 (84.6%) of them said that they usually buy Nestls instant coffee, Nescafe. 4 (10.3%) of them buy Maxwell House instant coffee and 2 (5.1%) of them buy Old Town instant coffee.I invited the 33 Nescafe instant coffee buyers to do the blind taste test and questionnaire as they were the majority (84.6%) of the respondents. I believed choosing Nescafe instant coffee buyers to be the sample was more representative as they represent the majority of the coffee drinkers that I have asked. However, only 30 of them agreed to insert in the test. The 30 Nescafe instant coffee buyers were my sample existence. The sample consisted of 8 males and 22 females who have the habit of buying instant coffee on their own.The blind taste test was carried out in order to find out how the consumers choose coffee. The test w as divided into trine parts and each part would have 10 participants. In the three blind taste tests, Tsit Wing instant coffee (TW), Maxwell House instant coffee (MH) and Nescafe instant coffee (NC) were used. I chose the three coffees as their price is more or less the same. Every participant had tried the Tsit Wing instant coffee (TW), Maxwell House instant coffee (MH) and Nescafe instant coffee (NC) before. In Test A, three loving cups of different coffee were presumption without brand labels. NC was the brand that the sample population used to buy. The participants were asked to taste the coffee and choose one that they would purchase. The data collected in the Test A would serve as a base reference. If the participants like the taste of NC, they will also choose the NC in the test.In Test B, three different cups of coffee were given. Each cup of coffee had a label showing the brand of coffee. The aim of the Test B was to see if there was any difference between Test A and Test B. If they really like the taste of NC, the results in the Test A and B would be consistent. If the results in the two tests are not consistent, it shows that brand influence consumers decision.Test C was carried out to determine if the consumer buying decision was independent of the brand name. The Test C was the same as Test B, except the name of the coffee brand were designate wrongly. I label the cup of MH as TW, the cup of TW as NC and the cup of NC as MH. By comparing with the result obtained in the three tests, we hoped to find out which factors, brand or taste, has a greater influence on the consumers.If the data obtained in the Test A does not match with the data obtained in the Test B, it tells that brand has an influence on consumers decisions. The reason is in Test A, the participants only know the taste of the coffee and they can only choose the coffee according to the taste of coffee. In Test B, however, the participants know both the taste and brand. If their decis ions are different, that means the brand affects their buying behavior. For the Test C, the three different coffees were used again. However, their brand names were labeled wrongly this time. Comparing the result obtained in this test to that of in the Test B, if the result has a big difference, that means the brand has a greater influence than the taste on the decision of participants.Besides, questionnaire (Annex 7.1) was also used to obtain data. The questionnaire, used immediately after the blind taste tests, consisted of five questions with choices given.Pilot studyThe wing study made me realize that what I need is to disclose their buying behavior which cannot be asked but observed. Therefore, I decided to do the blind taste tests and questionnaire instead of doing an interview which allowed me to focus on measuring the influence of brand and taste on the consumers decisions. Afterwards, I decided to carry a three blind taste tests with three groups of people. I enjoy to tak e this chance tend to do all blind taste test is they will remember the taste of the coffee in the test, and finally affect their choice in the next following tests.Findings and discussionsParticipantsOf the total event of 30 respondents, 8 (26.7%) were males and 22 (73.3%) were females. All of them were NC consumers. much than a half people had 1 to 3 years NC purchasing experience and 70% of them had at least 1 year purchasing experience. From the data, we can assume that some participants are experienced in purchasing instant coffee and the results obtained from them are valuable to discuss and analyze.Relationship of brand, taste and decisionIn the research, blind taste tests were used to find out how the consumer made decisions regarding brand and taste in purchasing instant coffee. Three tests were carried out. In each test, participants were given three cups of different coffee. In Test A, three cups of coffee without brand name were given. In Test B, brand name was given to each cup of coffee. In Test C, brand names were given but placed wrongly on each coffee.In Test A, three cups of coffee without label were given to participants to taste. Surprisingly, the result was not consistent with our expectation. In other words, taste was the only reason for their choices in the Test A. The result told us that without knowing the brand name, their preferences were different when comparing with knowing the brand name.In this test, the result was changed because the participants knew the brand name when comparing with the result of the Test A. There was a 30% increase in the NC and a 30% decrease in the MH. The data showed that the brand really influenced participants when deciding the coffee.In Test C, the participants had to taste three cups of different coffee in which the brand labels were placed wrongly. The result was very close to that of Test A. That means they chose as if just chose by the taste only. It gave us a farting that with a different label on the cups, their choices were different. What we can conclude is that the brand plays an important role in affecting buying decision of participants.Post-tests evaluationAfter the three blind taste tests, the participants in Test A and C were told about the correct branding of the coffee they had tried. All the participants were asked if they would continue to purchase the NC after trying the tests.As shown in the Table 4 .5, only 30% of the participants would firmly say yes. Half of them had a second thought of their decisions. It told us that they started to think about their perceptions of NC coffee. It implies that the participants will also consider the taste when purchasing instant coffee.Participants were asked to choose one coffee to recommend to their friends after trying the blind taste tests. The result was shown in Table 4 .6. The result was very interesting that about half of them recommend NC to their friends while another half suggested MH, was most people voted due to the taste in the Test A. It implies that branding and taste also have a strong influence in consumers buying behavior.Participants were asked if they were satisfied with the NC. Before the blind taste test, over 40% of the participants were satisfied with the NC. However, after the blind taste tests, only 17% were satisfied with it and there was 13% of participants were dissatisfied. From the result in Fig. 4 .7 and Fig. 4 .8, we can see that the participants were influenced by the blind test. We can say that beside the factors related to the products, there are some other factors may affect our buying decision.Buying behaviorIn the research, participants were asked immediately after the blind taste tests about how they made the buying decision when purchasing instant coffee.Factors affecting buying decisionIn the research, the participants were asked to give factors they thought were influential in making the buying decision in the questionnaire. The answers were shown in the T able 4 .9. In Fig. 4 .9, it shows the most influential factor affecting buying decision. 63% of the participants regard Taste was the most influential (Table 8.1), 13% voted for Influenced by advertisement, 10% for Brand image, 7% for Price and 7% for Word-of-mouth. Nobody voted for brand in the questionnaire. Comparing to the results obtained in the blind tests, the results were inconsistent. In the blind tests, it was found that the influence of the brand was greater than the influence of the taste.In Fig. 4 .10, it shows the top three influential factors affecting buying decision regarding to instant coffee purchasing. Nearly one-third of the whole population voted for the Taste, the second one was Price (20%) and the third were Brand (13.3%) and Influenced by advertisement (13.3%). The Fig. 4 .10 shows that Price is also an important factor in making the buying decision.The data gives us an idea that beside brand and taste, there are many factors should be considered in making t he buying decision.DiscussionsAccording to the three blind taste tests and the questionnaires done by the participants, we can see that the brand influence was strong to the participants. In the Test A, participants did not know the brand but the taste. They chose the coffee according to the taste. More than 50% of the NC buyers chose MH. However, when the brands were labeled on each cup of coffee in Test B, 50% of the NC buyers choose NC. In Test C, three cups of coffee were given with the wrong brand labels, the result showed that participants tend to choose coffee according to the brand name as 60% of the NC buyers chose MH which was labeled with a NC label. The three test results indicate that brand affects consumers decisions and which is supported by Olins (2000) and Keller (1998). Olins (2000) suggests that brand helps people to differentiate products from different sellers. Besides, Keller (1998) suggests that brand is an external aspect of product and it can affect the purc hase or consumption procedure.Besides, the participants were asked if they were satisfied with the NC before and after the blind taste tests, Over 40% of the participants were satisfied with NC. However, after the blind taste tests, the number of satisfied people decreased and there was 13% of participants dissatisfied with the NC. From the results, we can see that the participants were influenced by the blind test and there are some other factors may affect our preferences. As we mentioned in the literature review, consumers will buy the product again if they are satisfied with the product (Foxall, 1980). From the results, we can see that the brand influences consumer buying decisions a lot.From the data in Table 4 .9, there were 63% of participants chose Taste as the most influential. However, nobody voted brand as the most important factor. Compared that to the results obtained in the blind taste tests, in which brand had a strong influence in consumers decisions, there is a cont radiction. The inconsistency shows that people do not understand what influences their behavior very well.ConclusionRecommendationsThe result obtained from the tests and the questionnaire is not consistent in some way. If the answers from participants are truly reflecting their preferences, the obtained result should be consistent. So we should not trust the result given from the research and we should be critical in reading other research data in the future.Furthermore, if it is feasible, we may observe their actual buying behavior after trying the blind taste tests over a period of time in order to get an accurate result.ConclusionIn this research, we carry out three blind taste tests and find out that participants tended to choose coffee according to the brand name. 60% of one of the instant coffee brand supporters chose another brand of coffee which is wrongly labeled as their favorite coffee brand by me. Surprisingly, 80% of them do not choose their favorite coffee brand in an other test when the labels are gone. The only factor which affects their decisions if the labels are gone is the taste of the coffee. In other words, taste is the only reason for their choices if no labels are provided. The result tells us that without knowing the brand name, their buying decisions are different when comparing with knowing the brand name. The result shows us that brand had a strong influence in consumers decisions.I conduct a questionnaire immediately after the blind taste tests. The statistical result shows that taste is the most important factor affecting their buying decision while price, brand, and influenced by advertisement come second, third and quartern respectively. The data gives us an idea that beside brand and taste, there are many factors should be considered in making the buying decision.ReferencesAllison, R. I., Uhl, K. P. (1964). Influence of beer brand identification on taste perception. Journal of Marketing Research, 1, pp. 36-9.Armstrong, G.., K otler, P. (1999). Marketing an introduction (5nd ed.). Upper Saddle River. NJ Prentice Hall.Bayley, R. (1989). Commerce and culture. capital of the United Kingdom Design Museum.Blackwell, R. D., Miniard, P. W., Engel, J. F. 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