Comparison of Buying Behaviour: Own Brand and Label Food

Comparison of Buying Behaviour Own dishonor and Label FoodCHAPTER ONE1. INTRODUCTIONIn the UK, for nearly ii thirds of consumers, avouch- go after is an of import reason to cop in a particular store. Value for m integrityy, avail qualification and the breadth of fruits on offer be the cook up factors attracting clients to feature label intersection points.(Mintel Report, 2007).Own-label soils give consumers the opportunity to find approximatelything new at a super market place, while mark is the same whichever store a consumer misdirects from. Consumers atomic number 18 incr rest periodly c atomic number 18ful roughly their grocery shop, using frontwards planning and budgeting to control the amount they swing. Shopping habits take over bring into being more(prenominal) than bell- think with rising numbers of consumers face for the lowest prices and special offers. Retail chumps do not yet command the same degree of injury loyalty that the big shuffle indu ces do, even though many consumers do agree that peck and attribute atomic number 18 lots on a par.(Mintel Report, 2008). match to Mintel report (2006) when it comes to choosing grades both over own-label products, familiarity and trust are beta criteria. Europe is the most developed region of the world for own label groceries and in Europe, own label is growing faster than manufacturers brands. Own-label brands and ranges female genitalia span all categories, something manufacturers brands cannot do. This presence builds trust and strengthens own-label branding. Retailers are competent to suppress prices below competitors. The scale and flexibility of own-label issue can in addition lead to a busy response to changing consumer subjectives and occasions. Consumer buying behaviour has remarkably influenced by the incumbent credit bray/recession. (Mintel Report, 2006)The UK is overly experiencing a large increase in immigration. In October 2005, National Statistics r eported that a participate 582,000 pack came to live in the UK from elsewhere in the world. It also predicted that the community might increase by up to 7.2 million over the next 25 years, with more than half the rise being attributed to immigration. This result boost overall involve for all retail goods. Own label or private brand can be hard to establish and costly to stock and tug. However, they also yield high do good margins for the re moveer. And they give resellers exclusive products that cannot be bought from competitors, resulting in greater store traffic and loyalty.(Mintel Report, 2006)The study is an investigation in to the original issues concerned with consumer buying behaviour for brand and own-label regi hands. Consumer buying attitude has been greatly influenced by the current credit crunch and nine out of ten consumers thinking their financial situation has got worse over the last 12 months.(Mintel Report, 2008)This study go out investigate the factors t hat influence buying behaviour of consumers shopping at an ALDI store. Factors such as price, part of products, family size, culture, particular viands product, financial rearwardground, gender and diametric age groups of consumers go out be considered. Two thirds of consumers are looking out for deals/promotions, over half only buy what they want and and under a third go to discounters or cook from scratch more practically. (Mintel Report, 2008). accord to Foley (2008) ALDI is a rapidly grown discount supermarket and growing rapidly, pulling in thousands of new guests trying to keep up a few pounds on their weekly shop. ALDIs big boast is that it carries a limited range i.e. well(p) over 1000 products (and only 15 brand charges) compared with the 25,000 product lines in a supermarket such as Tesco, but buys in huge numbers and gets top feature. ALDI rigorously controls costs and their stores are all basic. in that respect is no fancy flooring or fixtures. The lightin g is definitely not designed to enhance the products. You dont sham the shop home, only the nutriment. It is the same product but it doesnt cost more because of its decoration. In redact to save property over four in ten consumers buy more own-label value lines, buy own-label products more often or fork over switched to cheaper brands. (Foley, 2008).Individuals aged mingled with 15-34 shows the greatest issue in the aim to look for the lowest prices. Between 2006 and 2011, the number of people over 65 is projected to increase by 10.1%, increasing their proportion of the population as a whole from 21.6% to 23.4%. This obviously means that the proportion of the population who are retired, on fixed incomes, and, therefore, managing on tighter budgets depart increase, this should maintain interest in lower-cost, own-brand goods. Furthermore this seek will also focus on gauge of mark and own-label nutrient products from a consumer perspective.Assumptions that an own label i s a cheap version of the manufacturer brand is not discernible. The gap in prime(a) that was evident over a decade ago has been reduced in recent years. This is supported by Chaney, 2004 who think that every sale places the retailers highly valued physique at risk and this has meant that there is progressively short difference in the quality level of own brands compared to manufacturers brands. (Chaney, 2004).1.1 Aims and Objectives1.1.1 AimsThe study aims to investigate consumer buying behaviour with regards to branded and own-label nutrition products using ALDI as a case study.1.1.2 Objectives1. To carry out a literature critical review on consumer behaviour with regards to purchasing food and the current issues concerned with branded and own-label products.2. By use of a case-study and questionnaire determine consumer behaviour with regards to branded and own label food products.3. To compare and contrast the quality of own label and branded foods from a consumer perspect ive.4. To analyze the primary data collected in the light of the flake-string data in order to identify the key issues that influence consumer behaviour and the purchasing of own-label and branded food products.CHAPTER TWO2. LITERATURE REVIEW2.1 IntroductionThe aim of the literature review is to evaluate critically current data from research relevant to the aims and objectives of the project and evaluate the findings.2.2 Evaluate critically the UK food retail marketSeth and Randall (1999) verbalise that supermarkets across the developed world have been a key feature of the second half of the twentieth century, and the UK supermarket in its own right has, and in a world context, has been both important and distinctive. The UK is today often seen as the worlds most innovative retail market. Presentation and range, 06 goods including adventurous new chilled food and meal solutions are product fields that the rest of the world is still discovering this has lead to researches such as, suggesting that it is rugged to fault UK sourcing energies or innovative drive. Next there is own-label. This plays an increasingly important and developmental role in this respect. They also menti whizzd that supermarkets activities have affected our lives and changed them as substantially as probably any other single(a) influence. Supermarkets are universal, their customers drawn from all elements in society, from richest to poorest. It has been calculated that today the honest British citizen will spend two years of their demeanor or 3 percent of a normal waking life inside the doors of a supermarket. check to Embargo (1996), the average UK household spends over 50 per week on food. Between us this amounts to 43 billion spent throughout the year. This is somewhat 12 percent of heart and soul consumer expenditure, and a massive 85 per cent of this is spent in supermarkets. Embargo (1996) also stated that the British supermarkets are a 20th-century invention, offering the sh opper unprecedented variety and convenience. From humble beginnings as a stall in Leeds or as West End Dairy, they have grown to dominate food retailing. Over 80 per cent of consumers regularly shop in supermarkets for food and basic household goods.According to Embargo (1996), one of the most significant trends in supermarket retailing is the growth in own-label sales congenator to branded products. Own-label lines, sell under the supermarkets name, have become an effective way for the big stores to increase profits and build customer loyalty. Own-brand options are available for the majority of foods, offering consumers a wider choice of goods than ever before.(Embargo, 1996)According to Verdict look for (UK Food Grocery Retailers 2009 (April, 2009), in 2008 food and grocery specia names defied wider retail market gloom, increasing their combined sales by 5.0% to 124.1bn. Grocers performed especially tumesce with sales ahead by 5.6% their strongest growth since 2001.Food price flash has driven market growth. Higher energy costs, a series of crop failures and growing food demand from China pushed UK food grocery ostentatiousness up to 6.4%. Even price-keen grocers experienced their highest rate of inflation in 17 years at 4.7%. (Verdict Research, April 2009)According to verdict Research, April 2009) the credit crunch and subsequent recession, plus inflation have had a profound impact on consumer behaviour and the wider dynamics of grocery retailing. Price, or more specifically value, now sits firmly at the top of the consumer agenda. Customers are searching for the best prices and increasingly slip to own label or alternative brands. (Verdict Research, April 2009)According to Verdict research i.e. UK Retail Futures 2013 (April 2009), though food grocery will significantly outperform the wider retail market, the recession is resulting in an unprecedented change in consumer behaviour. The discounters are enjoying impressive growth, while the major groc ers focus on enhancing value credentials, leading to what we believe will be long-lasting changes to the grocery market.Verdict believes two key drivers will inhibit growth in food grocery over the next five years. Firstly, with consumers more cautious and trading down, value growth will slow. Secondly, grocers will find it tougher to open new stores especially superstores, with space and volume growth easing as a consequence.(Verdict Research Retail futures, April 2009)Grocers are focusing more effort on maturation their own-brand offers, either through lower prices or through the introduction of new ranges to build scale, increase choice, promote value credentials and boost margins.(Verdict Research Retail futures, April 2009)2.3 Evaluate critically Factors that affect UK food retail marketAccording to Kathawala (1989), quality may mean different things to different people, for instance, Juran defines quality as fitness for use while Crosby defines it as conformance to requirem ents. Their definitions imply a quality standard equated to that of satisfying the customers demand. Deming defines quality as surpassing customers needs and expectations throughout the life of the product. Feigenbaum indicated the ever-changing and elusive nature of quality when he defined it as a moving target. Kathawala (1989) mentioned, a comprehensive definition of quality would include all four aspects,Conformance to requirements, surpassing customers needs and expectations throughout the life of the product, quality is a moving target, quality is fitness for use.(Kathawala, 1989).Armstrong and Kotler (2007) stated that, quality has a direct impact on product or service performance it is closely linked to customer value and satisfaction. He claimed, in the narrowest sense, quality can be defined as freedom from defects. But most customer-centered companies go beyond this narrow definition. Instead, they define quality in terms of creating customer value and satisfaction. Accor ding to Armstrong and kotler, (2007) The American ordering for Quality defines quality as the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs. Similarly, Siemens defines quality this way Quality is when our customer comes back and our products dont.(Armstrong and Kotler, 2007).According to Solomon (1996), consumer satisfaction or dissatisfaction is determined by the overall feelings, or attitude, a person has about a product after it has been purchased. Solomon (1996) also mentioned that, product quality affects customer satisfaction, which in turn, results in increase profitability among firms who provide quality products. Consequently Quality is more than a marketing buzz war cry. Customers want quality and value. Especially because of foreign competition, claims of product quality have become strategically crucial to maintaining a matched advantage. Consumers use a number of cues to infer quality, including brand nam e, price and even their own estimates of how much money has been put into a new products advertising campaign.Solomon (1996) mentioned that, one way to define quality is to establish akin standards to which products from around the world must conform. This is the intent of the International Standards Organization. Seth and Randall (2000) stated that, the supermarkets know that they rely abruptly on their customers confidence in the safety of the food they buy. They work hard to deserve that confidence, and their record shows that they do.According to Smith (1997) Quality is about listening to our customers and delivering more than they expect. Its about paying attention to the smallest details and acquiring it right first cartridge clip, every time. nigh important, quality is a continuous service that involves every employee. By making small improvements every day, we can make real progress and deliver increasingly higher levels of customer satisfaction. Quality allows us to me asure and compare our performance against the best in class. It sets the standards for our support operate and enables us to focus training and development on the most important areas.According to Solomon (1996), Perception is the attend to by which physical sensations, such as sights, sound, and smells, are selected, organized, and interpreted. The eventual interpretation of a stimulus allows it to be assigned meaning. A perceptual map is a widely used marketing tool that evaluates the relative standing of competing brands along relevant dimensions. (Solomon, 1996) As a result consumers have a particular intelligence of a particular product, they expect and know what to expect from branded. Therefore the non-branded product must as further as possible meet these perceptions if it is to compete with the branded product. A cheaper product may compensate for some variation but the own brand product must be recognisable by the consumer. most every contrast has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a brand or a brand name. Branding is a word commonly referred to by advertisers and marketing people.Armstrong and Kotler (2007) stated that, a brand is a name or regard that is commonly known to identify a accompany or its products and separate them from the competition. They go on to say a wholesome-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product. The overall branding of a company or product can also stretch to a logotype, symbol, or even design features (E.g. Regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services. (Armstrong and Kotler , 2007).For example The Nike brand name is known throughout the world, people can identify the name and logo even if they have neer bought any of their products. However, not only is the company name a brand, but the logo (The tick symbol) is also a strong piece of branding in its own right. The majority of people that are awake(predicate) of the company can also identify it (or its products) from this symbol alone.The clothing and running shoe company Adidas is well known for using three stripes on its range of products. This design feature branding allows people to identify their products, even if the Adidas brand name and logo is not present.(Armstrong and Kotler, 2007).2.4 Strengths and weaknesses of own-label food and drink.Table 1 Strengths and weaknesses of own-label food and drink, as stated by Mintel, (2006).According to Business Services (2009), the main benefit of branding is that customers are much more plausibly to remember a business. A strong brand name and logo/im age helps to keep a company image in the mind of potential customers. If a business sells products that are often bought on impulse, a customer recognising a brand could mean the difference between no-sale and a sale. Even if the customer is not aware of selling of particular product, if they trust that brand, they are likely to trust unfamiliar products. If a customer is happy with your products or services, a brand helps to build customer loyalty across the business. For example Marks and Spencer is recognised by consumers as offering a undertake standard of quality they therefore assume if they buy any food product from Marks and Spencer the product will be of the same quality standard. (Business Services, 2009).A strong brand will project an image of a large and established business to potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. The creation of effective branding can make business appe ar to be much bigger than it really is. An image of size and establishment can be especially important when a customer wants reassurance that particular brand will still be around in a few years time. (Business Services, 2009).A strong brand projects an image of quality in the business many people see the brand as a part of a product or service that helps to show its quality and value. According to Business Services (2009), if you show a person two identical products, only one of which is branded, they will almost always believe the branded item is higher quality. Over time the image of quality of an effective branding business will usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a brand (and businesses image), especially if it continues over a long period of time.For example The Sunny Delight drinks brand was one of the biggest in the UK just a year after its launch. However, constant bad publicity about the quality of the product has s everely damaged the image of the brand, and sales have dropped for each of the past some(prenominal) years. (Business Services, 2009).A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business. Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality.(Business Services, 2009).If a business has a strong brand, it allows you to link together several different products or ranges. A brand name can be used on every product or service a company sell, meaning that customers for one product will be more likely to buy some other product of same brand.For Example Sony sells televisions, music equipment, consoles, camcorders, DVD players, video players, and etc all under the Sony brand name. Crea tion of separate brand names for product ranges allowing people to see brand name, and then use the range brand name to work out what they wish to buy. For Example Cadburys makes a range of confectionary under many different sub-brand names such as Dairy Milk, Boost, Flake, and Time Out. every of these are sold under the product brand, but all feature the Cadburys brand name on the packaging. (Business Services, 2009).A strong brand is memorable, but people still need to be exposed to it, this often requires a lot of advertising and PR over a long period of time, which can be very costly. There are also costs involved with the creating of a brand image or logo (Paying for a designer, printing new letterheads/business cards etc.), and although most of these are only one off costs, they are still relatively large for most small businesses. The exposure of a brand can be left to word of mouth, this will save money, but will also greatly slow down the exposure that the brand receives. (Armstrong and Kotler, 2007).One of the main problems with many branded businesses is that they lose their individualised image. The ability to deal on a personal basis with customers is one of the biggest advantages small business have, and indisposed designed branding could give customers the impression that a business is losing its personal touch. (Business Services, 2009).Every brand has a certain image to potential customers, and part of that image is about what products or services a company sell. If a company is known for selling just one product and want to sell another product, will that company be able to do so effectively? If a company sell computers, would that brand name be suitable for selling vacuum cleaners? If a brand is focused too strongly on one product, it can limit the ability to sell other products. (Armstrong and Kotler, 2007).The process of creating a brand will usually take a long period of time. As well as creating a brand and updating your signs and eq uipment (e.g. stationary, vehicles etc), it need to expose to potential customers. It is commonly shown that people need to see an advert at least three times before they absorb it, which means that a company will need to advertise and promote the brand for a ample amount of time before it will become well known. (Business Services, 2009).The continuing development of own-label brands can be largely attributed to ownership concentration in the retailing industry by multiples such as Tesco, Sainsburys and Asda. The two leading supermarkets, Tesco and Sainsburys have exploited this branding strategy to the extent that 50 percent of their sales are their own-label products. The supermarkets are committing goodly finances to their own-labels to increase their penetration. (Chaney, 2004).In marketing own-label brands the retailers have several advantages over manufacturer brands. Own-label brands can memory access the prime shelves as this space is controlled by the retailer. Manufac turer brands generally have to pay for the privilege of displaying and marketing their goods. Furthermore, retailers, unlike the manufacturers, have knowledge of competitors sales figures and promotions. (Chaney, 2004).2.5 Evaluate literature that relating to consumer behaviourAccording to Colla (2003), discount food retailing has experienced considerable expansion over the last ten years and currently occupies an important position in the European retail industry.According to Shine et al (1997), Consumers have become increasingly interested in nutritional issues over recent years. This interest in nutrition is fuelled by a number of factors including lifestyle, ageing population, dietary and safety concerns. The consumer is influenced by various sources of information such as the family/household, kindly network, popular media, and government dietary guidelinesShine et al (1997) also stated that majority of consumers consider diet to be a very important component of their lifesty les and regard nutrition as a electropositive attribute of food products. Increasing consumer interest in nutrition has led to an increased interest in nutrition labelling. Nutrition labelling was found to have an impact on consumer purchase decisions. Of those consumers who read nutritional labels, 81 per cent use them in their evaluation of food products.According to Baltas (2001), Nutrition labelling of food products has received considerable attention in the marketing literature due to increasing consumer interest in health and diet issues. He also stated, nutrition labelling of food products is intended to enable informed consumer choices and stimulate the consumption and production of healthful products. The effectiveness of nutrition labelling depends also on the organisation and presentation of the information, implying the importance of regulatory issues.Baltas (2001) stated that in the UK, more than 80 percent of surveyed individuals claim that they look at labels and tha t label information affects their purchase decision. Most consumers also use information on nutrition labels the first time they purchase a product and this then becomes a source of new knowledge they can draw on in subsequent purchases. Baltas (2001) also stated nutritional attributes are, of course, only a subset of objective and perceived characteristics such as price, taste and brand name determining consumer preferences. Their relative importance for the determination of consumption patterns may change not only over people, but also across product categories and purchase occasions.According to Mintel, (Food advancement UK, 2008) the most important consideration for consumers is that the packaging to compost is not always realistic.Mintel also stated, Four in five shoppers agreed that the food inside was not accurately depicted on the packaging. Nearly as many confirmed that it was sometimes hard to tell how much food was inside the packaging. (Mintel, Food promotion UK, 2008) .Shoppers at discounters Morrisons and the Co-op found it harder to tell the quantity of food from the packaging it looks as though these supermarkets could be more accurate in their own-label packaging. Consumers should be able to take a good look at the food item they are buying to get an idea what it looks like and how much it contains.(Mintel, Food forwarding UK, 2008).According to Mintel (2006), significant differences are evident between the attitudes of men and women towards food packaging. Almost two thirds of women, compared to just over half of men, say that labelling is important when deciding what to buy. Womens role as the key grocery buyer in many households has removed the need for men to study labels more carefully when choosing what to buy. However, growth of one-woman(prenominal) households is expected to bring mens attitudes towards packaging more in line with those of women, as an increasing number of men take responsibility for doing their grocery shopping.Acc ording to Mintel Report (Food Packaging, 2006), Consumer attention on the environmental impact of packaging is set to continue, with further debate anticipated on the sustainability of different packaging systems and the environmental impact of reuse, cycle and incineration. Biodegradable plastics are already emerging and a gradual wider acceptance of the concept is expected, while the imperativeness to engineer improved performance whilst utilising less material resources will continue to exercise packaging manufacturers.According to capital of Alabama (2008), a study by the Co-operative Bank revealed that more than a third of people surveyed are making cuts in their weekly shopping spend. Were typically spending 68.33 per adult on the weekly supermarket shop, compared with an average of 89.88 in 2007. Montgomery stated that, its no surprise that the likes of Tesco, Sainsbury, Waitrose and Asda are feeling the pinch. (Montgomery, 2008).She also explain that the two key items to ha ve dropped off our shopping lists are flowers and magazines, while next on the hit list is bottled water, expensive handwash and CDs, followed by wine, teeth whitening products, fabric conditioner, unsliced bread and nail polish. (Montgomery, 2008).Emma Thomas, from the Co-operative Bank, commented People are being more conservative in their spending and are finding that cutting back on luxury items can help make a difference. Developing a household budget is essential to keep spending in check and to identify ways costs can be trimmed. (Montgomery, 2008).thank to the credit crunch, the budget supermarket chains, such as Cost-cutter, Aldi and Lidl, have been transformed from the haunt of cash-strapped students to the savvy housewifes favourite. (Montgomery, 2008).Montgomery (2008) stated that, sales at Cost-cutter (budget supermarket) have grown by 6.2% so far this year. Lidl came out as the cheapest supermarket after a recent survey carried out by Which? magazine. Montgomery (2008) explains that in a price comparison of a typical shopping basket, the publication found that Aldi was 3% more expensive, while Tesco was 21% more expens

Living A Life By Kierkegaard And Camus

Living A Life By Kierkegaard And CamusDoes brio stick out any centre? Stay tuned because two philosophers act to answer this question for you and I. Soren Kierkegaard and Albert Camus both(prenominal) examined human live wizardnce, the nitty-gritty of conduct and the uniform struggle to denudation answers in the earthly concern. Kierkegaard, similarly known as the dumbfound of existentialism focused on the Christian doctrine/doctrine in relation to the existence of God. His view on religion signifies his passion for ethics and for human beingnesss to recognize God and workout what is being pre digestd. Camus, who critiqued Kierkegaards authorship, had a disparate view about the meaning of behavior in which God/ corporate trust is non the last. His strong opposition to death is depicted in his writing because if on that point is deportmentspan there is hope. Both writers argued disparately on whether behavior is worth dungeon and the different solutions t hat sewer lead sensation towards determination a meaningful keep. many a nonher(prenominal) top executive ask wherefore the great unwashed exist. I for angiotensin converting enzyme, pull up stakes non deny the fact that I sometimes question my existence. Who be we to determine that manners is nonsensical? If invigoration is vacuous, why do humans work hard to have it off a bequest? Interpretation of meaninglessness of life also depends on the respondents phantasmal upbringing. So who fuck answer my question is it Kierkegaard, Camus or the Universe? Life bottomland provided be meaningless if we presume it meaningless our attitude to life is what makes it meaningless. Stating that life is meaningless because we suffer and die is a subjective statement. Many hatful claim to be enjoying life and a great deal will aim stock-still in their dying beds that they have lived a very ingenious life. Both Kierkegaard and Camus have suffered different explanations on h ow to deal with a meaningless life however, they both have their pros and cons, therefore, no solution be wear out than the other(a) and can non be perfect on its own.What constitutes a meaningful life? What makes life meaningless? It is important for one to exam what life has to offer before making a last on whether it is meaningless or not. thither be times when we tactile property abandoned and offended by the adult male, simply it does not mean that it is the end of our existence even though we feel that counselling. Camuss explanation and example is right because if I belief that life is absurd and not worth the hassle, I would be inclined to assume in a certain way (I will live a life of cargonlessness since I know that I have nix to lose) to make myself happy. Killing oneself is unfruitful because there is no guarantee that there is happiness after life or that life will in conclusion become meaningful. I intrust in living life one day at a time we struggle to ma ke comprehend of the world that it keeps getting difficult as we try. This action often makes us rebel against the world (we basic totallyy give up hope) and face for alternatives to our problem.We live in a constant state of conflict with the world. The meaning of life needs to be understood in order to feel fulfilled by the world. Because we are born and thrown into the world that offers no explanation of existence, we are left to avenge for ourselves. We all have a feeling or vision of what we want the world to look care, but we get disappointed that the world cannot be shaped to our own per countersign liking. Camus compares the human attempt to understand the world but the world itself cannot be understood. The feeling of breached human relationship amongst the world and human beings is what he calls absurd. We can as feel fulfilled when the world has the very(prenominal) opinion as we do. On the contrary, when the world is against us and is on the opposite direction, w e conclude that the world is not worth living. The world can be unreasonable, however, it links humans together, accordingly we long for clarity to the irrational relationship we have with the world.Camus explained three different ways man can live in an absurd world and still find meaning in it the life of Don Juan, the period of play life and the conquering life. The Don Juan life is a care waive life it is a life of here and now, a life with take a hop and no future. The life of Don Juan is the type of life that the majority of cabaret would rather live, including me. I halt with Camus because there are people whose modus vivendi is living in the moment. They do not live to find answers to life but live to satisfy immediate desire. wad living the life of Don are self centered and they depend only on their decision and judgment because they do not put meaning in anything. They strive for self benefit rather than for anything else. This type of life is one that is not guide d by any deterrent example code or conduct. It is a care free life where people are not worried about constant judgment by the society or feelings of guilt for wrong actions. Imagine a world without object lessons or without law I accept a lot of people would find it difficult to cope. Although, the law and morals exist, living the life of Don Juan would pay no consequences. The quantity of life matters in this miscellanea of life because they are conscious and are aware of what they do, but the amounts of fulfillment they get from such(prenominal)(prenominal) action is what counts. How effective are your actions and decisions on earth? If what I do brings me joy and contentment, I will be inclined to do the same thing to continue to get the same joy. However, I believe that at some point, such life will become lonely because everything revolves around you only and change will be difficult.The other way of living is the life of an impostor. Living a life of an actor means tha t one has to literarily put on a different lifestyle each day. The actor strives to live for others and thus represents lives other than his own. Living such a life makes him absurd, a life with diversity and no specific economic consumption. I believe that living a life of an actor is a way of determination oneself and a way of searching for clarity. I also believe that people who live the life of an actor will find life to a greater extent meaningful at some point because they do realize that such life is hopeful that they capability find a life they can identify with. I can see where the life of an actor can be attributed to Camus absurd reasoning. This is because when we continue to live, we have hope that someday something will change or that one decision might lead to a meaningful life. When in doubt and in search of answers to life, we find ourselves contemplating whether to live or to die. When the feeling of emptiness and loneliness engulfs our mind, I think our intelle ct will be to end that suffering and save ourselves the heart ache of a wicked world. However, an actor continues to live and hope for tomorrow.The last way of life as defined by Camus, is the life of a Conquest. The conquest life is directed towards achieving an aim, an aim he knows is unattainable, yet he struggles. People who live this life know full well that the end gist will not be fruitful, yet that struggle gives their life meaning. The general anatomy represents life and being alive is worth more than the struggle. Conqueror are people who are aware of their effectivenesss and limitations, they remain constantly on that strength that is enough for them to survive the world. They are not worried about being the best they are worried about maintaining the achievement they currently have by being consistent in their actions.Kierkegaards view is different from Camus because his view focuses more on religion and on the thinker that Gods existence conquers all problems. He ex pressed this idea through his definition of the knight of faith and his relationship with God. The knight of faith believes in God and that the ultimate meaning of life is established when we develop a relationship with God however, he does violate the moral law for the sake of the higher being. But even when we believe in God, there are times when we become overwhelmed with the emplacement at hand and we feel unfulfilled. However, for Kierkegaard, the knight of faith believes that with God, all things are possible thus when we sacrifice the material things we have and follow God, we are guaranteed greater possibility in life. Kierkegaards beliefs are different from Camus Don Juan because Camus does not believe in God and Dons life is not bound by any good code.His Knight of faith is depicted in the life of Abraham the son of David. Abraham was told by God to sacrifice his only son Isaac he followed through with this action to murder his only son. This action Kierkegaard calls fai th because Abraham was unforced to sacrifice his only beloved son simply because God give tongue to so and this action will make him develop a relationship with God. The knight of faith acts religiously in Gods will and faith becomes the ultimate even though a moral law is being violated. There are individuals whose ultimate goal is to pursue Gods will regardless of what the moral law is the higher moral law is what is of importance to them.Kierkegaard believes that faith is the only meaningful/existential way of life, but if that is the case, Abraham, who is considered the knight of faith, violated the moral law. He violated the moral law because of his will to sacrifice his son just to be closer to God. When we are faced with the decision of the ethical vs. the religious, our love for religion is greater than our love for the ethical. Abraham chose religion because his faith in God was superior to his allegiance to the ethical life. I believe in religion and I am often influence d by it when making decisions, but I have decided to violate any moral law. I counter Kierkegaards belief because by Abraham willing to sacrifice his son, he might be mistaken for a murderer or a believer. slightly might say that he is both, but if you believe that Abraham is a believer, you also believe that it is ok to kill for the sake of God. If we say that he is a murderer, then faith does not exist and the individual does not exist as well. If this is the case, then the ethical way of life (the universal) not the religious is the acceptable way of life.The way we live our life now speaks our feature. In any situation, I believe that I have a purpose in life. The type of life I choose to live, either the life as explained by Camus or by Kierkegaard, defines who I am. This is where I agree with both Camus and Kierkegaards philosophical view of life and human attitude. They are both right when they said attitude shapes ones life. The meaning of life is defined by the behavior an d the attitude we have towards it. But what if the survival of the fittests we make are not good enough? Does that mean that life will be meaningless? No, but if we are not open to change, then we are detain in our own single world of meaninglessness. We have a choice to make every single day we are alive and the kind of attitude we want to embrace for that day. Making a bad decision or living a rouged life will decidedly expose me to many consequences based on my decision. In any apt(p) day on earth, I believe that life accounts for 10% of what happens to me and the other 90% depends on how I react to that situation.I share both Camus and Kierkegaards philosophy of life. The religious life of the Knight of faith is what I practice in my daily life with the exemption of violating the moral law like Abraham did. We all have freedom to make our own life choices, if that choice is the life expound by Camus, we live it with passion and if it is the life described by Kierkegaard, w e also embrace it. Humans have preconceived idea of what they believe to be happy living. Our creator however according to those who believe in God has plans for us. He considers our stay on earth as temporary and so do I. What Camus describes as death is considered transition to fracture places by those that believe in the existence of God. We have only one life to live and I believe in making the world a better place no matter how long it might take.

Microsoft Corporation

Microsoft lotMicrosoft Corporation is a United evidences- launchd multinational computer technology corporation that rise ups, manufactures, licenses, and concords a simple clench of parcel products for computing devices. Headquartered in Redmond, Washington, USA, its most utile products ar the Microsoft Windows direct system and the Microsoft Office suite of productivity softw atomic number 18. logical argument organisation and purlieuInternal environmentObjective* Our mission is to change plurality and businesses end-to-end the universe of discourse to realize their full potential.Finacial elections (March 31, 2009, In zillions)* addition $ 68853* Liabilities $ 23823* Stockholders equity $ 36943* We generate revenue by developing, manufacturing, licensing, and supporting a massive range of softw be products and operate for legion(predicate) distinguishable types of computing devices.Skills and capabilities* As of June 30, 2008, we employed approximately 91,000 commonwealth on a full-time basis, 55,000 in the United solid grounds and 36,000 internationally. Of the total, 35,000 were in product research and development, 26,000 in sales and marketing, 17,000 in product support and consulting table services, 4,000 in manufacturing and distribution, and 9,000 in global and administration.External environmentMarket environment* Our customers include individual consumers, small and medium-sized organizations, enterprises, governmental institutions, educational institutions, Internet service providers, application developers, and OEMs.Competitor* We have five operating segments Client, Server and Tools, Online Services Business, Microsoft Business divider, and Entertainment and Devices Division.* Client Competing commercial softw ar products, including variants of Unix, be supplied by competitors much(prenominal) as Apple, Hewlett-Packard, IBM, and Sun Microsystems.* Server and Tools Our emcee operating system products face intense comp etition from a wide manikin of server operating systems and server applications, offered by companies with a variety of market approaches.* Online Services Business OSB competes with AOL, Google, Yahoo, and a wide soldiers of Web sites and portals that provide content and online offerings of all types to end users.* Microsoft Business Division Competitors to the Microsoft Office system include many softw be application vendors such as Apple, Corel, Google, IBM, Novell, Oracle, Red Hat, Sun Microsystems, and local application developers in atomic number 63 and Asia. IBM (Smartsuite) and Corel (WordPerfect Suite) have measurable installed bases with their office productivity products.* Entertainment and Devices Division Our Xbox computer hardw be business competes with console platforms from Nintendo and Sony, both of which have a large, established base of customers.Intermediaries* We distribute our products in general through the future(a) channels OEM distributors and reseller s and online.* OEM Our operating systems are licensed primarily to OEMs(original equipment manufacturers) under agreements that grant OEMs the right to build computing devices based on our operating systems, principally PCs. Under similar arrangements, we as well as market and license certain server operating systems, desktop applications, hardware devices, and consumer software products to OEMs. We have OEM agreements covering single or more than of our products with nearly all of the major PC OEMs, including Acer, Dell, Fujitsu, Fujitsu Siemens Computers, Gateway, Hewlett-Packard, Lenovo, NEC, Samsung, Sony, and Toshiba.* Distributors and resellers We license software to organizations under arrangements that allow the end-user customer to acquire multiple licenses of products.* Online We distribute online content and services through Live Search, Windows Live, Office Live, our MSN portals and channels, the Microssoft Online Services platform, which includes offerings for busin ess, and other online channels.* Consumers and small- and medium-sized organizations obtain our products primarily through resellers and OEMs.Political implication1. Collaborating with Industry and Law EnforcementMicrosoft Corporation actively pursues cyber miserables through vigorous civil enforcement in the United States and it whole cogitations in partnership with equity enforcement agencies oecumenic to deter cybercrime and baffle wretcheds to justice. Since 2003, Microsoft has supported more than 550 enforcement follow ups worldwide against spammers, phishers, and distributors of spyware and other malicious code. Microsoft has withal haved with the Federal heap Commission and attorneys general in California, Florida, Massachusetts, Texas, and Washington State, to investigate and pursue cybercriminals.Microsoft whole shebang to ensure that governments and justice enforcement agencies receive the appropriate roosters, necessary training, and extensive practiced and fact-finding support to back up oneself in their efforts to contend ball-shaped cybercrime and hit to make the Internet a safer broadcast for everyone.Training. Microsoft is deeply committed to assisting impartiality enforcement with the identification, location, and prosecution of online fraudsters.* Microsoft has worked with the attorneys general in Alabama, Colorado, Georgia, Kansas, Massachusetts, New Hampshire, South Carolina, and Utah State to provide comprehensive training about Internet investigations to law enforcement officials.* Microsoft hosted LE Tech 2006 (October 2006 in Redmond, Washington), a conference to introduce law enforcement officials to red-hot Microsoft software and services that will affect cybercrime investigations over the next many years.Tools and technical support for investigations. Microsoft supports law enforcement agencies around the world with advanced investigative technology to address cyber threats.* In France, Microsoft participate s in taper netmail a platform ( performd with domain and private sector entities) through which Internet users offer trace suspected spam. Data that is collected through Signal Spam is shared with Internet service providers (ISPs) and French law enforcement authorities to assist in antispam investigations and prosecutions. In the first ten days after the programs launch, users describe nearly 300,000 instances of spam.* In August 2006, Microsoft launched the Law Enforcement Portal, a secure, centralized resource that provides law enforcement with access to Internet crime- assortd information as well as tools, training, and technical support to assist in investigations.Anti-phishing efforts. Microsoft is dedicated to stopping phishers and works in alliance with groups to implement anti-phishing measures worldwide.* Microsoft is the founding member of Digital PhishNet (DPN), which fosters cooperation among industriousness and law enforcement agencies to share information, provi de training, and educate consumers about phishing sites. Microsoft encourages worldwide alliance in DPN by Internet service providers, online auctions, financial institutions, and law enforcement agencies.* Microsoft acts with the Anti-Phishing working(a) Group (APWG) and the Authentication and Online Trust Alliance (AOTA) to aid good public anti-phishing policies and best practices for enforcement of those policies.* In March 2006, Microsoft launched the ball-shaped Phishing Enforcement Initiative (GPEI), a worldwide consumer protection campaign in which constancy and law enforcement joined forces to combat phishers. The GPEI works to protect the public from fraudulent sites and provides worldwide investigative support to helper prosecute phishers.Antispam efforts. Microsoft supports law enforcement with cutting-edge technical and investigative techniques develop specifically to address cyberthreats. To that end, the company has provided technical support to governments arou nd the globe, including in the United States, Europe, Asia, and South America.* Microsoft has been a leader in promoting SpotSpam, a escort co- sportded by the European Commission, which lets to limit the spread of spam. The project seeks to establish antispam hotlines in France, Germany, and Poland.* Microsoft as well participates in Signal Spam. Created with public and private sector entities, Signal Spam provides a platform through which Internet users can report suspected spam.2. Promoting a Safer Internet Experience for youngsterrenChild Exploitation introduce System. Microsoft worked closely with Canadian natural law and international law enforcement agencies to develop Child Exploitation Tracking System (CETS), a unique software tool that changes investigators to store, search, share, and analyze large volumes of evidence and to share that evidence with other police agencies. Following its development in Canada, CETS has been implemented in Brazil, Chile, In come inesi a, Italy, and the United state Colombia and Spain have announced their intent to adopt it. Microsoft continues to promote CETS to governments and law enforcement agencies throughout the world.Global Campaign Against Child Pornography. Microsoft joined with Interpol and the International Centre for scatty and Exploited Children (ICMEC) in 2004 to initiate this campaign. Since then, Microsoft has worked with ICMEC and Interpol to help provide training for law enforcement personnel about computer-facilitated crimes against children. As of October 2007, more than 2,400 law enforcement officers from 106 countries have receive training to help them identify suspects, investigate offenses, and deal with victims of online child abuse.3. supporting Important LegislationCouncil of Europe Convention on Cybercrime. Microsoft has joined effort partners to encourage countries to adopt and ratify the Council of Europe Convention on Cybercrime. This global legal tool requires signatory countri es to adopt and update laws and procedures to address online crime. Microsoft also provides technical assistance and consultation to help countries comply with their obligations under the convention. posture legislation. In April 2006, Microsoft joined ICMEC in announcing its model legislation, which seeks to modernize child filth laws for the 184 member countries of Interpol. Microsoft has pledged to support worldwide efforts to develop and enforce these laws.4. Successes in the Fight Against CybercrimeOperation Bot Roast. Microsoft provided technical information and analytical support to caution the FBI in Operation Bot Roast. Announced in June 2007, Operation Bot Roast is an on-going investigation and operation that aims to disrupt and dismantle botnets.Lawsuit against Bizads UK. In celestial latitude 2006, the English High Court ruled in favor of Microsoft in a lawsuit against Bizads UK, which had fraudulently sold lists of up to 10,000 e-mail addresses at a time to spammers. The court restricted Bizads UK from further spam-related activities and awarded damages to be assessed later.129 legal actions against phishers. In November 2006, Microsoft took action against phishers who were targeting users of MSN Hotmail. These legal actions included 97 criminal complaints and three civil settlements in Europe, the Middle East, and Africa.Anti-spam prosecution in Australia. In October 2006, Clarity1 Pty Ltd. became the first company convicted under Australias tough new anti-spam laws and was fined more than US$4 gazillion for sending hundreds of millions of junk e-mail messages. Microsoft supported this historical prosecution by providing evidence of e-mail messages received by spam-trap accounts to the antispam investigators at the Australian Communications and Media Authority in 2005.Anti-spyware lawsuits. In January 2006, Microsoft and the attorney general of Washington State filed parallel anti-spyware lawsuits. This action was the states first legal acti on under the Washington Computer Spyware Act, which was enacted in 2005. Microsoft filed its own lawsuit that assert violation of the same law.Arrests for financial fraud and identity theft. In January 2006, Bulgarian law enforcement officials arrested eight people who were involved in an international criminal network that was responsible for online financial fraud and personal data theft. Microsoft provided Bulgarian officials with information that helped in the investigation and subsequent identification of the alleged perpetrators. gag law with Spam King. In August 2005, Microsoft r from all(prenominal) one(prenominal)ed a US$7 million settlement against self-proclaimed Spam King Scott Richter and his Colorado-based company, OptInRealBig.com LLC. Microsoft began the suit in December 2003, in conjunction with a parallel action by the New York State attorney general.Arrests of Mytob and Zotob worm authors. In August 2005, Microsoft provided United States and worldwide law enfor cement agencies with investigative and technical support that led to the arrest of the individuals suspected of authoring and distributing the Mytob and Zotob worms. Turkish and Moroccan law enforcement agencies made the arrests hardly a(prenominal)er than two weeks after the Mytob and Zotob worms were unleashed. psyche at workMicrosoft has an modernistic corporate stopping point and a secure product development sharpen that is designed to keep us on the leading edge of the industry. We accept that our employees are the companys most important asset. They are the source of our creative ingenuity and success so we empower all(prenominal) rung member to grapple initiative in solving problems, glide slope up with new ideas and improving the organisation.Microsoft values diversity and respects each persons individualityWhen you sell software to 180 million people, in 70 countries, speaking 150 languages, you cant afford to have a unique point of view. Microsoft employs people from many nationalities and backgrounds.* Who we looking forGreat people with majuscule valuesMicrosoft concentrates on hiring people we believe fit into the company culture people who are driven to succeed, enthusiastic about how they can add to the organisation and unafraid of suggesting and implementing new ideas. Our recruits are not always IT professionals many come from backgrounds such as the banking, law or pharmaceutical industries. What they bring to Microsoft is a diversity of fellowship and understanding of the needs of particular industries that helps them relate to, and provide optimum service to, our customers.Microsoft needs people who are creative, industrious and bright, absolutely sexual loveate and committed to our mission of helping others realise their potential. These people share the following values* Passion for customers, partners and technology* Integrity and candor* Open and deferent with others and dedicated to making them better* Willingness to take on big challenges and see them through* Committed to personal excellence and self-improvement and* Accountable for truenesss, results and quality to customers, shareholders, partners and employees.This creates a workforce with a broad range of skills and expertise. We also encourage and nurture lateral thinking. Our workers are given a high level of autonomy to come up with and offer innovative solutions. If this is important to you, it is highly likely you will enjoy the environment Microsoft offers its employees. A place where you can get things done and have fun at work* DiversityMicrosoft values diversity and respects each persons individualityAt Microsoft we have made a corporate commitment to the principle of diversity. We believe that diversity enriches our performance and our products, the communities in which we live and work, and the lives of our employees. As our workforce evolves to reflect the growing diversity of our communities and global marketplace, our effo rts to understand, value and contain differences become increasingly important.We have established a number of initiatives to promote diversity within our own organisation, including education and training programs that provide employees with the awareness, skills, knowledge and ability to embrace differences. The programs also communicate the importance of a respectful work environment in maximising the performance of every employee. Microsoft employs a diverse workforce representing a broad range of cultural, linguistic, socio-economic and ethnic backgrounds including incapacitate employees and people from all corners of the globe.We are proudly an refer opportunity employer.* fraternity SpiritMake a difference from day oneAt Microsoft, we share a passion for technology and what it can do for people. It doesnt take who you are or where you live, technology can make a overbearing difference in your life. It can help you learn faster, achieve more, simplify your life and have more fun. Technology has helped children and adults acquire a passion for learning, given businesses of all sizes the tools they need to compete in an ever-changing marketplace, and provided people with disabilities the access to a new world of job and life opportunities. And we believe the best is yet to come.We help build our communities to unlock their potential frightful things can happen when the right people, tools and resources come together. At Microsoft, our employees and our technology help unlock this kind of potential every day, through our corporate magnanimous program and through donations of personal time and resources by our employees. Since 1983, Microsoft and our employees around the world have donated more than $100 million in cash, $100 million in software and thousands of volunteer hours in our communities around the world. Across our Asia, each Microsoft subsidiary has its own local initiatives for social adult and community outreach. Our employees are passio nately involved in many charitable initiatives across Asia that help people realize their potential. To learn more about Microsofts giving campaigns you can follow this link International www.microsoft.com/giving (US link)* bunk/ behavior BalanceMake a difference from day oneOur employees are our most valued asset, and in recognition of this, Microsoft provides flexible programs, resources and tools to help them create their own kind of balance in life. In this hectic industry, careers are demanding, but if your work is to be fun and rewarding it must take its place and priority alongside your other life interests. At Microsoft, we aim to make the workplace as flexible as possible to enable our employees to have freedom, balance and autonomy.The work/life balance initiatives and programs offered to our staff throughout Asia differ depending upon location, local laws and resource availability. Some of the benefits provided to staff in different locations include* Onsite and online parenting resources* Variety of sports and health benefits* Broadband connection to your home (enabling staff to work from home when required)* Job-share (where role permits)* Microsoft counselling service for employees and their families* Social familiarity* Career guidance and planning* Mentoring program* Employer-sponsored discount program* laptop computer computers and mobile technology* Community support initiatives for various charitiesThe programs cover the individual employee, work, family and community. In addition to the specific work/life balance programs available, Microsoft is steadfastly committed to the goal of creating a healthy, flexible, and productive work environment that allows employees to engage in a challenging career while balancing their work/life needs. For more information about what programs of this nature are offered in individual countries across Asia, please contact a member of our enlisting team today.* Women in ITMake a difference from day oneMic rosoft is proudly an equal opportunity employer of women and proactively seeks to ensure our workforce embraces excellence in gender diversity. Microsoft works closely with local government agencies across Asia and other recognized employers of choice so as to ensure we are continuously contributing to the improved status and treatment of women in the IT industry. This ensures our organisation is pliant with the latest legislative requirements and aware of best practices in the industry for women.Microsoft per annum reviews its feminine diversity practices relating to* Recruitment and selection* Promotions, transfers and terminations* Training and development* Work organisation* Conditions of service* Dealing with sex-based harassment* Dealing with pregnant and potentially pregnant employees and employees who are breastfeedingAt Microsoft male and womanly employees are give and rewarded on the same measurements based on the role and the merit of performance. on that point is no annotation based on gender. Furthermore, there is no distinction based on gender with regards to Microsofts recruitment processes, promotions and transfers, eligibility for benefits, training or conditions of service. increment the female ranks in the IT industryAs a thought-leader in the IT industry Microsoft is committed to the ongoing development of female professionals and encouraging new professionals to the industry. We are actively involved in a number of industry networking groups that focus on Women in the IT industry so we can ensure that our female employees have a voice on important issues and that we continue to develop and attract great female talent to the company. Annually, Microsoft supports and actively participates in the Global Womens Forum and across Asia our subsidiaries have internal networking and support groups for our female employees. Microsoft is also proud to support the development of females in the graduate community by offering Internship placemen ts and various programs to improve the skills of emerging female technologists.Mothers at MicrosoftMicrosoft welcomes the applications from female candidates who are pregnant, planning pregnancy or returning to the workforce following a maternity leave absence. This is a family well-disposed environment, so dont be surprised if you confer our offices and meet a few little people Our employees often bring their children in for a visit to work or to participate in family day events.HarassmentMicrosoft has a zero-tolerance policy for Sex-Based Harassment and strong policies in place to encourage the equal and appropriate conduct of all employees.* Parents in the WorkforceMicrosoft enjoys a family friendly environment so it is not uncommon to see spouses and children dropping by for lunch onsite.Microsoft supports parents in the workforce and those returning to the workforce. We do have a Parental Leave policy in place for the primary carer of children and your Recruiter can provide y ou with further details. If you need time away from work to keep an eye on the birth of your child and provide care, Microsoft supports you and your right to return to fulltime employment when you are ready. Local Labour Laws apply.Our families are the most important priority in life. Microsoft supports Parents in the Workforce by having flexible and convenient programs in place to ensure you can have balance between your family and your career. Just some of these benefits include* Parental leave* Parents at Microsoft online resource* Microsoft counselling service for you and your family* Broadband program to enable you to work from home when necessary* Laptops and mobile technology* Discounted software program for private purchase* Flexibility to manage job-share where position enablesConclusion

Analysing The Market Of Milk Economics Essay

Analysing The Market Of draw Economics Essay1. a.) richlylights of scientific studies in an advertising beseech that develop drinking take out can help reduce weight gain. The campaign go away positively affect both the hurt and the quantity demanded, as a result more consumers will demand for large quantities of draw. High demand will cause a shortage of take out bring out, whence the quantity supplied will be insufficient, and this will result in the add-on of the market legal injurys for milk (Doherty, 2007).b.) presence of a mad cow sickness epidemic.In this end, the consumers will refrain from milk consumption causing a decrease in the quantity demanded. This will result to surplus milk being produced and consequently lead to a fall in the charge of milk.c.) A decrease in the set of milk.A decrease in the impairment of milk implies that the consumers will have high purchasing force out they will probably buy more of the milk. As it is explained in (Mankiw, 1998 ). due to the low prices of milk the producers will be discouraged due to the attach to expenses of production as a result there will be a decrease in the quantity supplied.d.) The administration decides to implement a price roof on milk.political science interventions always have a rattling significant effect on supply of any commodity. If the Government sets the price of a commodity to a value which is below the market-clearing level, and so the quantity that the producers atomic number 18 willing to supply will be slight as comp ard to the quantity that consumers will be willing to purchase. Consequently, the extent of the excessiveness demand that is implied by this kind of response will directly think on relative whippyitys that exist with respect to the demand and supply. In case both the supply and the demand variables are elastic, then the price ceiling will create a shortage that is larger than when both are inelastic. Other factors such as the willingness of th e consumers to more milk and the farmers ability to assortment the sizes of their herds and to produce less will also determine these breezes and influence the governments edict pattern and hence magnitude of excess demand (Arnold, 2007).As Rosen, (2005). Explains, the governments price will result in the situations of excess demand where some(a) producers will be unable to incur the expenses that are associated the production. In case the government price ceiling impacts negatively to consumers of milk, then those whose demands cannot be met will peradventure attempt to purchase the substitutes, therefore increasing the demand for the milk substitutes, a phenomena leads to the rise in the prices of the substitutes.2. The advantages and disadvantages to price controlsAdvantagesThe incentive to minimizing of the cost re-emerges due to the restrictive link that is created between the costs and the ceiling prices.The connection between the mesh and sum up base is broken.The Pric e ceilings on the monopoly products can help in the prevention of the predatory determine on the competitive services. This is necessary when the set and the competitive products are placed in different baskets for the purposes of formulation.DisadvantagesThe farmer is usually the residual claimant of the surplus below the cap therefore it has the incentive of minimizing costs. This has an consequence that it also has the incentive of lowering the service quality, for any decrease in the quality it is equivalent to an increase in the price.The incentive that is associated with the predatory pricing persists in case both the competitive and the regulated services are subjected to a similar X-factor and specifically if the firm exhibits the joint costs.The Implementation of the price caps especially in the context of the informational asymmetries is complicated.Price-cap formula has no obligation to the upshot rates of return, and therefore they have greater discretion, which al so entails a greater potential in capturing of the regulatory fulfill of the government.In case when there is lack specific obligation to serving all customers of the monopolized products, then the regulation process may lack the incentive to serve the categories of the customers with the highest costs or those who are less willing to pay. (Colander, 2008).3. Milk in this case has elastic type of elasticity. This is due to the reactivity of the consumers to the compounds in the prices of milk, which has direct impact on the supply and demand of milk.According to (Harris, 1958) elasticity of supply measures the magnitude of the responsiveness of the quantity that is supplied in relation to the changes in price, since the dowery change in the quantity supplied is induced by a small change in the price. Since the supply is usually increasing with the prices, then the price elasticity of the supply is usually positive.Other elasticitys are calculated for the non-price determinants o f supply. For instance, a percentage change in the amount of goods supplied that is caused by a one percent growing in the price of link goods is an input elasticity of supply if the related goods are the inputs in the production process.The significant determinants of elasticity includeThe handiness of substitutes Substitutes play the role of replacement thereby reducing the demand for the main product there by making the consumer to be non-responsive to the change of the prices.The percentage of ones work out that is spend on the product The higher the percentage of the budget that is spend on the product, the more responsive the consumer is and vice versa.Reaction magazine The price elasticity supply coefficient is largely determined by how cursorily producers can react to the price changes by increasing or diminish the rate of production and the supply of goods to the market.The Complexity of Production process cracking depends mainly on the complexity that is associated with the production process. Milk production process is relatively simple. This is because the labor is largely unskilled and the production facilities are genuinely cheap. There are no special structures that are needed. Therefore, the price elasticity supply for milk is elastic. Contrary to this, the price elasticity supply for other(a) production process facilities such as the types of milking machine is relatively inelastic. tool milking of the cows is a simple process which requires very specialized equipments, some partly skilled laborers, and very large suppliers network to reduce memory board costs (Carley, 1968)Consumers response time The more the time that a consumer takes to do to the price changes the more elastic the supply is. For example, a milk consumer cannot today respond to the increase in the prices of dairy farm cow feeds as compared to the price of milk.Excess potentiality A milk producer who has excess capacity in the production units can quickly respo nd to the changes in the price of his market with the assumptions that the variable factors are readily operational which is advantageous.The Inventories A milk producer with a constant supply of milk or who has the available storage capacity can quickly respond to the price changes.4. The thoroughgoing revenue decreases with the increase in the price of milk this is attributed to the elasticity of the dairy industrys products. The consumers of dairy products, specifically milk in this case are very responsive to the changes in milk prices. Increase in the price of milk means that there will be a shift on the demand curve to the right this is because the consumers will tend to reduce the rate of milk consumption to curb on the costs. This will cause a decrease on the total revenues due to the low demand for milk. (Tucker, 2008)

Rio Antirio Bridge And Millau Viaduct Engineering Essay

Rio Antirio tie And Millau Viaduct engineering science EssayRio-Antirio duet, the worlds agelong suspension link up, connecting Western Peloponnese with mainland Greece, 1998-2004 Millau viaduct. Millau, france, 1993-2004ComparisonThe ii spans be both phenomenal suspensions couple overs in their mends.With taking into account the location of these twain bridge over, both bridges, twain atomic number 18 considered to be an architectural and engineering marvels. c over plays an important role in the braid of suspension bridges. There entrust be massive foundations, usu eithery embedded in the ground. There are a neerthelessments, providing the vital saturation and ability to resist the enormous forces.They both pee-pee exceptionally large dimensions and resistance to huge forces such as crown in Viaduct case and wave, turn, earthquake and many other ind gooding forces, in Rio-Antirion case. Both bridges were constructed in a especial(a) time restraint and bo th where successfully delivered on time.The construction was a good hazard for both countries to create jobs as considerably as profiting financially and economically from the bodily structures. These both similar structures where created in two different locations, Rio-Antirio bridge in Greece was created over the gulf of Corinth, whilst the Millau viaduct bridgework in France was created over the valley of the river tarn.Both bridges are in truth long thus the engineers persistent to aim suspension bridges. They both started construction at about same time.Rio-Antirion in Greece was constructed by a cut partner transfer, where as Millau-Viaduct in south of France and constructed by a British ships company.Here are the differences and similarities of the two bridges in case of construction, economical, and many other aspects.Rio-Antirion BridgeAfter 5 old age of construction the Rio-Anitirio bridge was opened to relations on 7th of frightful 2004The Rio-Antirio bridge was constructed in Greece by a French company, Vinci. Greece needed the construction to be finished before the 2004 Olympics, which was not enough time for closely of the construction companies. Also to make the matter worse the bridge had to be constructed on a river, meaning it had to have a high strength to resist the toilsome tides and earthquakes, as the location of this bridge is extremely flat to earthquakes and tide waves.CUsersRaminDesktopPhocisS1.gifThe Greek government set the French company a fixed price and time to do the job as there was no time for a mistake, Considering these entire situation the French company still resolute to go ahead and take the project. If the bridge was not ready by the dead report the French company had to cover a fine as well as the expenses for the construction from that point onwards.The bridge meant much easier and faster transportation for Greek people as it connects the two major cities of Antirio and Rio together (Antirio and Rio , hence the name). In addition, it would be a priceless income for the Greek government economics. As it was close to 2004 Olympics which supposed to take turn up in Greek. Also beca practise of the transport problem in that location a stagger of people will be using the bridge, which meant they have to pay (cars 11.70, motorcycles 1.80, coaches 26.20-56.50 and trucks 17.30- 38.00). As the bridge connects Rio to Antirio which is in mainland Greece, thus connecting with the rest of Europe. The entirely center of transport between these two lands was by using ferry or via the isthmus of Corinth at its extreme east end, therefore this bridge was real important for the Greek transportation. The bridge reduces travel time crosscutwise the rightful(a) from 45 minutes via ferry to less than 5 minutes.Bridge constructionThe Rio Antirio Bridges pylons are make from reinforced concrete and pylon legs put from 25m to 45m above sea level.Seabed reinforcement was achieved by using incl usions, which are 2 m diameter hollow steel pipes 25 m to 30 m long. 200 pipes were driven in to the seabed by a crane on a tension leg platform, which was installed at every dock location this was topped with a 3 m thick, levelled gravel layer. A c integrity with a diameter of 38 m formed the lower part of the pier.5The bridge is counted as one of the tallest and longish bridges as it consist of five cable stayed spans and four columns, the long span is 560 meters. The bridge is 2880 meters long with a width of 27.2 meters across. The towers, particularly their foundations, are the real technical achievement of this project. The seabed on which the foundations rest was oddly prepared in order to eliminate the effects of earthquakes.The bridge consists of 6 lanes, 2 lane on separately side, 2 emergency on each side as well as a matter-of-fact and bicycle lane .The total cost of the bridge was about 630,000,000, funded by Greek state funds, backed by loans from the European Inv estment Bank.During the construction, the French company decided to create a suspension bridge, as the space was to great for any other type of bridge. They had problems before and during construction, such as the site had difficulties including deep water, insecure materials for foundations, seismic activity, the probability of tsunamis, and the expansion of the disconnection of Corinth due to plate tectonics so this bridge is counted as one of engineers masterpiece. One of the major problems during the construction was, whiles installing a column the tides where similarly strong and placed the pile in the wrong position. As the company had no time to remove the column and replace it again as it was alike heavy, it would cost them much more that they had planned so the engineers decided to move the whole process by the distance misplaced.CUsersRaminDesktopRioAntirioBridge1.jpgThe piers of the Rio-Antirio Bridge can slide on their gravel beds to accommodate tectonic movement.Eng ineering featsAs the results of these problems, the engineers had to come up with a solution that is both strong and also flexible during earthquakes. The water depth reaches 65 m, the seabed is for the most part of loose sediment, the seismic activity and possibility of tectonic movement is significant, and the disconnect of Corinth is expanding at a rate of about 30 mm a year. For these reasons, special construction techniques were applied. The piers are not buried into the seabed, but sooner rest on a bed of gravel, which was meticulously levelled to an regular grow (a difficult attempt at this depth). During an earthquake, the piers should be allowed to move laterally on the seabed with the gravel bed absorbing the energy. The bridge move are connected to the pylons using jacks and dampers to absorb movement too primed(p) a connection would cause the bridge structure to fail in the event of an earthquake. It was also important that the bridge not have too much lateral leew ay either so as not to damage the piers. There is provision for the gradual expansion of the strait over the bridges lifetime.1*.As result of the bridges enormous size and the put on the line this carries a yearly maintenance is need to be carried out to cover the prophylactic of the users.On January 28th 2005, only half dozen months after the open up of the bridge, as the result of a failure in one of the cables the bridge had to be closed to the public. As there where 4 more cables living this section of the bridge minimum damage was caused to the bridges core structure.For wellness and safety there are more than 100 sensors installed on the bridges, which provides 24/7 surveillance of the structure.(JPG)*-refer to reference 1.Millau- Viaduct bridgeThis bridge was constructed from 1993 to 2004 in southerly France. Linking France and Spain by constructing a motor way over the River Tarn. The bridge has been constructed on a 2 km valley divided in two by River Tarn.An English c ompany foster constructed this bridge.The milau viaduct bridge not only has a dramatic sihoutte, but crucially, it also makes the minimum intervention in the landscape. Lit at night, it traces a slender ribbon of light across the valley. Foster partners 2004.Viaduc de Millau is the chosen solution for taking the A75 motorway from Clermont-Ferraud south to Beziers. This is cheaper than the option of tunnelling through the hills flanking the river, and will shorten the journey by 100 km and by up to 4 hours in the holiday season, as well as removing much traffic pollution caused by continual traffic jams for local inhabitants in Millau.The government makes money by charging the vehicles using the bridge. The Milau Viaduct Bridge is also world used for extreme sports such as carnal jumping and repelling. Also is very economical as it saves a lot of time and avoids traffics.The construction process involved approximately five hundred workers working simultaneously on the project, wh ich promoter it was a good prospect for France to create many jobs.CUsersRaminDesktopviaduc_situation_c_2.jpgThis project was proposed by the owners Compagnie Eiffage du Millau Viaduct (CEVM) and the client SETEC to cross the Tarn gorges by a viaduct/ lane bridge. All designs had to satisfy the design brief, but Fosters knew that this bridge posed several novel problems. Tests revealed problems for drivers on such a high, long and thin structure with just two lanes either sides.The bridge is 343 m high and is a multi cable-stayed structure with slender piers and a very light ornament, touching the valley at only heptad points.It was decided to design a multi cable-stayed bridge (2460 m long) because Lord Foster precious the bridge to look as transparent and lightweight as achievable to reduce cost, but also to attempt to minimise the effect of the structure in its surroundings as well as reducing malarky loadings.The solution was to incline the bridge by 3% to improve road v isibility, and to make the whole structure curved to lessen the sensation of floating, even though this would increase the length of the bridge to 2.5 km and add to the cost. To disallow drivers from the distraction of the beautiful scenery, the hard shoulder on both sides was change magnitude in width to three metres. Emergency phones were designed for every viosterol metres on the full length on each side.Millau1Viaduc de MillauThe construction consists ofThe deck- steels of grade S355 and S460The piers- reinforcement concreteThe cables-steels of grade S355 and S460The abutments- reinforcement concreteThe pylons- steels of grade S355 and S460(the concrete was used more for its high durability as this bridge is estimated to utmost 120 years, rather than its high mechanical resistance.)ConstructionThe structure is continues along its eight cable spans. The two spans at each sides are 204m and the six spans in middle are 342m each.The bridge has 2 lanes and an emergency line at each side.The construction method was beneficial.The factory pre-production of certain parts of the deck reduced the volume of material that had to be worked on on-site, someaffair which never would have been possible with an all-concrete structure. Less equipment, less construction material, fewer trucks going away back and forth clogging up traffic in all it added up to less disturbance to the life of the local population.The Millau Viaduct was described by Lord Foster as his sculpture in the landscape.The whole thing looks impossibly delicate, Foster said in a telephone interview.This bridge is one of the most popular tourist attractions in the France because of the exceptional dimensions and the natural grandeur of the Aveyronnais landscape.CUsersRaminDesktopviaduc_c.jpgThe deck consists of a trapezoidal profiled metal stripe girder and to ensure resistance to fatigue a thickness of 14 mm has been used for the whole length of the structure. The deck was designed prefabricated w hich speeds the process and also is environmentally friendly as it uses much less landscape during construction. The decks are supported by multi-span cables which are constructed from steel too.There are 11 pairs of cables, which support each span. The cable anchors are adjustable at the deck end and fixed on the pylons.CUsersRaminDesktopmillaudiag1.jpgTo install the deck successfully, seven temporary piers were needed. These temporary piers consist of a metal framework in the form of K. The top of each temporary pier is fitted with metal pruner to receive the beginning supports, known as translators. The highest temporary pier was 173 m high.The entire cost of creating this bridge was 320 million Euros. The bridge consists of eighteen cameras dictated at various locations on the bridge to ensure the bridge safety 24 hours a day. The cameras are connected to computers to monitor the bridge for traffic, wind loads and any damages that may happen to the bridge.CUsersRaminDesktop4. jpgThe viaduct was ensured to have oddly designed safety barriers that can withstand impact from heavy lorries. simple windbreak screens 3 m. high to limit the effect of the wind on vehicles. Emergency lanes 3 metres wide. Emergency phones every 500 metres.ConclusionIn conclusion, the Rio-Antirion is longer than Millau-Viaduct however, Millau-Viaduct is considerably higher than Rio-Antirion.The Rio-Antirion is cost approximately double Millau-Viaduct. The environment on which Rio-Antirion was build on can justify this. As more time need to be spend reinforcing the seabed on which Rio-antirion was being build on.Millau-Viaduct is much more environmentally friendly than Rio-Antirion.Both bridges meant an easier and faster way to travel that saves a lot of time. As well as reducing the traffic load on other means of travelling the same distance.Both bridges have similar structure but constructed in different methods. Rio-Antirion was constructed separately on each pier and then reach es to each other. However, Millau-Viaduct was constructed from both ends and reach together in the middle. each of this methods where chosen as it best suite the environment on which the each bridge was being build on.The Millau-Viaduct was prefabricated in the factory to ensure limited landscaped is used on the site, thus environmentally friendly.Rio-Antirion was constructed much faster than Millau-Viaduct hence explains the costs. In addition, Rio-Antirion had alot more problems in terms of site location than Millau-Viaduct in case of engineering. Rio-Antirion was constructed completely in water, which increases the expenses as engineers needed to use a specially designed ship to transport the ready made piers to their specific location. The ship had to be hired from another country as the piers were very huge and heavy and Greece did not have any ship capable of handling the weight of the piers.

Expression of Cathepsin-D in Odontogenic Cysts and Tumors

Expression of Cathepsin-D in Odontogenic Cysts and TumorsThe view of cathepsin-D in odontogenic cysts and tumours an immunohistochemical concord abstractionistAim Cathepsin-D, a protease, which is an invasion promoter and plays a central fiber in solid tumors including viva cancer. Our aim of the study was to look for their manner pattern in epithelial meander and stroma of odontogenic cysts and tumors and match their vulturineness to the patch book.Methods To straighten the observation patterns of this marker, we examined immunohistochemically on formalin fixed, paraffin embedded sections of 24 odontogenic cysts and 10 odonogenic tumors, which are received for histopathologic examination in the department of vocal pathology, the Oxford alveolar consonant college and hospital, Bangalore.Results The epithelial tissue of granular electric cell ameloblastoma and odontogenic keratocyst showed maximum staining, with departure of stained secular in the conjunction tis sue wall and at the separation of epithelium to capsule in odontogenic keratocyst, compare to other cysts and tumors.Conclusions Cathepsin-D could be one of the enzyme all-important(a) in separation of epithelium and conjugation tissue in odontogenic keratocyst which helps in recurrence and intense expression in granular cell ameloblastoma with spillage into stroma, compare to other odonogenic tumors may explain its hostile behavior, recurrence and metastatic potential. To further validate our findings it is suggested to use to a greater extent sample size of it and monoclonal antibody for cathepsin-D.Key words Cathepsin-D, odontogenic cysts, odontogenic tumors, immunohistochemistry.INTRODUCTIONOdontogenic cysts and tumors constitute an important aspect of oral and maxillofacial pathology. Odontogenic cysts are encountered relatively common in dental intrust and tumors by contrast are uncommon lesions. These lesions are of clinical significance because of their biological beha vior. Various attempts to categorize morphological features to relate the biological application have been made everyplace the years1. It is well established that the cysts of histologenic labeling of odontogenic keratocyst are more rough tending to behave more the like a sub-malignant tumor1-6. It has besides been suggested that cysts other than odontogenic keratocyst showing ceratinization if non more locally aggressive tend to have a pre-disposition to neoplastic change7.There have been attempts to correlate follicle size with aggression in ameloblastoma and morphologically different granular cell variant has been know to be more clinically aggressive, showing metastatic potential8. numerous studies on the enzyme histochemistry of odontogenic cysts and tumors have been conducted over the years for the expression of oxidative enzymes NADH2 and NADPH2, G6PD, glutamate dehydrogenase, acidic phosphates, leucineamino peptidase and ATPase9, 10. The epithelial lining of all the varieties of cysts showed a weak reception for leucineamino peptidase a lysosomal protease, but there was a strong favourableness in the lamina propria of odontogenic keratocyst. Similar studies on follicular ameloblastoma have showed ATPase activity in the peripheral and central cells of the follicle9. Based on these we made an attempt to study the expression of cathepsin-D in odontogenic cysts and tumors, by grouping them into locally aggressive and non-aggressive ground on their clinical and radiographic features.Cathepsin-D is a proteolytic enzyme that belongs to a family known as aspartic proteases. Many homologies in the amino acid sequence have been shown to exist among the members of this group of enzymes, which includes pepsin, gastricin and rennin. Like other enzymes cathepsin-D has been shown to be synthesized in the forerunner form. The enzyme itself is a glycoprotein of approximate molecular weight 52 KD and has an optimum pH of 3.5. Cathepsin-D was present in many o f the normal tissue including epithelium, fibroblast and macrophages11. The physiologic section of cathepsin-D is believed to be involved in self-destruction of senescent or dishonored epithelial cells12. As cathepsin-D is an intracellular lysosomal aspartic protease apart from its role in protein catabolism done the degradation of endocytosed protein. Cathepsin-D has attracted clinical attention because of its over expression in variety of diseases. Increased levels of these enzymes have been reported to be an indicator of aggressive behavior in human tumors including oral squamous cell carcinoma13.MATERIALS AND METHODSTissue used in the study was biopsy material submitted to department of oral pathology, The Oxford Dental College, Hospital and Research centre, Bangalore. Total sample size taken was from 34 patients which comprised of 9 Ameloblastoma (1 plexiform unicystic ameloblastoma), 7 odontogenic keratocyst, 1 adenomatoid odontogenic tumor, 11 Radicular cysts and 6 Dentig erous cysts which were classify into locally aggressive and non aggressive based on their clinical and radiologic features like size and extent of lesion, peripheral cortication, scalloping and basis resorption.*This particular radicular cyst was an lengthened lesion extending from the maxilla canine to the third molar extending into and destroying the maxillary sinus and had caused root resorption from canine to second molar without ca development any bony expansion. The initial clinical impression was that of a malignancy arising in the maxillary sinus.METHODOLOGYFormalin fixed paraffin embedded sections of odontogenic cysts and tumors were stained by hematoxylin and eosin stain, the serial sections of the same was studied by Immuno histochemistry procedure using cathepsin-D and observed under the microscope for the gaudiness of cathepsin-D staining expression or non- expression. Controls were vigilant by omitting primary antibody.A grading system for intensity of expressio n was devised and used.Antibody usedPolyclonal rabbit anti-human primary cathepsin-D, 7ml ready to use (DAKO Corporation N1625). DenmarkBiotinylated anti-mouse, anti-rabbit, anti-goat Igs, interrelate/secondary antibody, 15 ml ready to use. (DAKO LSAB+ system, K0679).Streptavidin conjugated to horseradish peroxidase. (DAKO LSAB+ system, K0679). luculent Diamino benzidine chromogen.OBSERVATION AND RESULTSAll odontogenic cysts and tumors were observed for intensity of cathepsin-D stain in epithelium and stroma/ connective tissue capsule by categorized into mild, moderate and mark staining. Statistical analysis was done using students T test. Table 1 shows number of cases in which cathepsin-D shows mild, moderate and mark staining in mixed epithelial layers and stroma. Table 2 shows statistical relation of staining intensity of cathepsin-D in from each one layer and stroma/capsular wall between each odontogenic cysts. Table 3 shows statistical relation of staining intensity of cath epsin-D in each layer and connective tissue stroma between each odontogenic tumors. railleryThe idea of immunohistochemistry staining for a lysosomal protease cathepsin-D in odontogenic cysts and tumors of varying biological behavior pattern was with the hope that it could contribute to a better fellow feeling of metabolic processes that are responsible for that behavior. Traditionally we have always pore on the epithelium in odontogenic cysts and epithelial tumors. Much like the hyp nonic effect of giant cells in giant cell lesions, the epithelium in odontogenic cysts and epithelial tumors has held a magnetic quality for research workers. The epithelial circumstances dictates the diagnosis, but the role of connective tissue wall and the stromal cells in tumors has not always been given due consideration. The epithelium is not always at the advancing front of these lesions as is especially seen in case of cysts. In this study in addition to the epithelium we also looked at the e xpressivity of cathepsin-D in the connective tissue and stromal cells.In granular cell ameloblastoma we observed attach staining pattern in the cytol of the granular cells, often spilling into the connective tissue which may contribute to the aggressive nature of the lesion and its propensity for metastasis (Fig 1a 1b). As compared to the granular cell ameloblastoma other odontogenic tumor types such as follicular, unicystic, plexiform ameloblastoma and adenomatoid odontogenic tumor (Fig 2a 2b) showed less intense staining pattern and the staining was restricted to cytoplasm of these epithelial cells with minimal stromal staining. Apart from the granular cell ameloblastoma we could not hail any correlation between clinical behaviour and cathepsin-D expression. Among the 3 cyst types we found a characteristic epithelial staining pattern in odontogenic keratocyst in comparison to radicular and dentigerous cysts. Among 7 odontogenic keratocyst only one case showed little granular staining of the epithelial cells with no separation of epithelium from connective tissue. In all other cases we observed granular staining through the full thickness of the epithelium, more in the basal and supra-basal layers, with intense/marked staining at the region of separation of epithelium from connective tissue with granular staining pattern in separation zone (fig 3a 3b).In dentigerous cysts there was only superficial staining of epithelium. The radicular cysts showed uniform staining in the entire length of epithelium (fig4). In the one radicular cyst which was clinically more aggressive a similar pattern of staining was observed. though the epithelial staining in radicular cysts was almost similar to that seen in odontogenic keratocysts we did not find any areas of cleavage between epithelium and connective tissue. In the odontogenic keratocyst the staining pattern though similar to the radicular cysts, in the area of stick the staining was very intense, and some staine d material was noticed in the space between the epithelium and the connective tissue leading to the venture that the increased expression may contribute to the split, which may have type consequences in terms of recurrence by way of cleaving of epithelium at the time of attempted enucleation or biopsies .In addition to variations in staining patterns of the epithelial lining of the different types of cysts, their walls showed variation in staining from the epithelial end to the bony end .All the cyst types showed expressivity in the immediate sub-epithelial region as well as the bony end of the cyst wall. The intensity of staining progressively increased from the dentigerous cyst through the radicular cyst to the odontogenic keratocyst. The mediocre zone showed relatively scanty expression. This pattern of increasing expression seemed to correlate with increasing aggression. The one radicular cyst grouped in the list of aggressive lesion showed intense staining in the most periph eral areas similar to that seen in the odontogenic keratocyst. All the inflammatory cells seen in connective tissue wall and keratin of the surface layer and granules of granular layer of odontogenic cysts showed intense staining.To the best of our intimacy this is the first study on expression of cathepsin-D in odontogenic cysts and tumors although studies on unhomogeneous other lysosomal enzymes like leucineaminopeptidase etc have been published. Hence it may be assuming on our part to make claims on the role of cathepsin-D in aggressive behaviour of odontogenic cysts and tumors, however that there is perceptible variation in expression would suggest that additional efforts in the area may help to view the metabolic processes that lead to aggressive behaviour. Another area open for geographic expedition is precystic epithelium as in the case of periapical granulomas and the role of these enzymes in cystogenesis.Acknowledgements Dr. Srivasta MDS (for statistical analysis).Prof essor, Sri Rajiv Gandhi Dental College and hospital, R T Nagar, Bangalore-94.