The Power of Angels in America Essay -- Kushner Angels in America Essa

The Power of Angels in America         Ã‚  "Such ethical possibility is, however, founded on and coextensive with the subject's movement toward what Foucault calls 'care of the self,' the often very fragile concern to provide the self with pleasure and nourishment in an environment that is perceived not particularly to offer them." -Eve Kosofsky Sedgwick    "Demanding that life near AIDS is an inextricably other reality denies our ability to recreate a sustaining culture and social structures, even as we are daily required to devote such time to the details of the AIDS crisis." -Cindy Patton    Tony Kushner's two-part play (or, if you will, two plays) Angels In America is one of most famous and most powerful plays about AIDS and gay life to come out of the early 1990s. It not only engages with the political issues surrounding AIDS and homosexuality in Reaganite America, but also deals with deeply philosophical questions of identity and the nature of God. It's no surprise that this play has sparked comment, including the criticism of the conservative right. In this paper, I intend to examine two of the articles written on the play. The first, Gordon Rogoff's "Angels in America, Devils in the Wings," is quite problematic, and errors of fact that the author makes about the play lead me to wonder at its value for analysis. The second article, Charles McNulty's "Angels in America: Tony Kushner's Theses on the Philosophy of History" pose some difficult questions regarding the plays' relationship to the concept of history, arguing that Millennium Approaches1 deconstruc ts history while Perestroika moves away from this deconstruction. According to McNulty, this is a problem in the second part of the pla... ... One of Angels in America. Perestroika is Part Two of the play. Works Cited Kushner, Tony. Angels in America, Part One: Millennium Approaches. New York: Theatre Communications Group, Inc., 1992. ---. Angels in America, Part Two: Perestroika. New York: Theatre Communications Group, Inc., 1992. McNulty, Charles. "Angels in America: Tony Kushner's Theses on the Philosophy of History." Modern Drama 39.1 (1996): 84-96. Patton, Cindy. "Teaching About AIDS." Inventing AIDS. New York: Routledge, 1990. 99-120. Rogoff, Gordon. "Angels in America, Devils in the Wings." Theater 24.2 (1993), 21-29. Sedgwick, Eve Kosofsky. "Paranoid Reading and Reparative Reading; Or, You're So Paranoid, You Probably Think This Introduction is About You." Novel Gazing: Queer Readings in Fiction. Ed. Eve Kosofsky Sedgwick. Durham: Duke UP, 1997. 1-37. The Power of Angels in America Essay -- Kushner Angels in America Essa The Power of Angels in America         Ã‚  "Such ethical possibility is, however, founded on and coextensive with the subject's movement toward what Foucault calls 'care of the self,' the often very fragile concern to provide the self with pleasure and nourishment in an environment that is perceived not particularly to offer them." -Eve Kosofsky Sedgwick    "Demanding that life near AIDS is an inextricably other reality denies our ability to recreate a sustaining culture and social structures, even as we are daily required to devote such time to the details of the AIDS crisis." -Cindy Patton    Tony Kushner's two-part play (or, if you will, two plays) Angels In America is one of most famous and most powerful plays about AIDS and gay life to come out of the early 1990s. It not only engages with the political issues surrounding AIDS and homosexuality in Reaganite America, but also deals with deeply philosophical questions of identity and the nature of God. It's no surprise that this play has sparked comment, including the criticism of the conservative right. In this paper, I intend to examine two of the articles written on the play. The first, Gordon Rogoff's "Angels in America, Devils in the Wings," is quite problematic, and errors of fact that the author makes about the play lead me to wonder at its value for analysis. The second article, Charles McNulty's "Angels in America: Tony Kushner's Theses on the Philosophy of History" pose some difficult questions regarding the plays' relationship to the concept of history, arguing that Millennium Approaches1 deconstruc ts history while Perestroika moves away from this deconstruction. According to McNulty, this is a problem in the second part of the pla... ... One of Angels in America. Perestroika is Part Two of the play. Works Cited Kushner, Tony. Angels in America, Part One: Millennium Approaches. New York: Theatre Communications Group, Inc., 1992. ---. Angels in America, Part Two: Perestroika. New York: Theatre Communications Group, Inc., 1992. McNulty, Charles. "Angels in America: Tony Kushner's Theses on the Philosophy of History." Modern Drama 39.1 (1996): 84-96. Patton, Cindy. "Teaching About AIDS." Inventing AIDS. New York: Routledge, 1990. 99-120. Rogoff, Gordon. "Angels in America, Devils in the Wings." Theater 24.2 (1993), 21-29. Sedgwick, Eve Kosofsky. "Paranoid Reading and Reparative Reading; Or, You're So Paranoid, You Probably Think This Introduction is About You." Novel Gazing: Queer Readings in Fiction. Ed. Eve Kosofsky Sedgwick. Durham: Duke UP, 1997. 1-37.

Characteristics of Successful College Students Essay

Health Psychology is a specialty that focuses on how different biological, psychological, social and behavioral factors influence the recovery of ones health and illnesses. The committee has set forth five specialists to collaborate on the study of the illness and to give specialized treatment in each area of recovery while dealing with such situations. (Cherry, 2000, p. 1) Each case is a specialized issue requiring treatment of each of the five different areas of Psychology input and or treatment. The five areas include a Psychologist that will work on specific issues that pertain to their area of study and or profession. The five Psychologist will include a Substance abuse counselor; Inpatient-only Psychologist; Child Psychologist; Adult Psychologist and finally a Rehabilitation Psychologist to focus on the after care portion of the recovery process. In the substance abuse counselor role, the abuse counselor will collaborate and coordinate the use of recovery programs and structured programs for substance abuse in conjunction with a social worker to aid in the assessment and to develop a plan of recovery for our patients. In this area the psychologist will clarify the frequency and duration of substance use if any and confirm the substance abuse pattern of the patient. The substance abuse counselor will also determine the severity of substance related problems in the last 12 months. The counselor will then determine if there was ever any substance abuse treatment history and review any medications and medical conditions of the patients. Once this process is complete the substance abuse counselor will do an in depth assessment, complete a family interview and give specialized treatment diagnosis, followed by continued therapy to prevent relapse of substance abuse. The substance abuse counselor will then forward necessary information about the patient to the Inpatient-only Psychologist. The Inpatient-only Psychologist will then Diagnose stress disorders and aid in stress-relief interventions, and utilize various methods to facilitate adjustment and coping skills with patients suffering a chronic or terminal illness. The inpatient-only psychologist will also contribute to improving in patient health by helping the patient and his or her families learn coping methods to deal with their illness. Providing specific inpatient therapies and services to the patients admitted to the hospital is a necessary portion of the recovery process for the patients. Many patients have been admitted into the hospital because they lack certain self-help skills and will to kick their habit. Being an inpatient will also help the individual and their family members by giving family therapy sessions and individual therapy sessions to the patients. Once the sessions are complete the individual will be referred to specific support groups if they choose to participate in this portion of the treatment process. In addition, the role of the inpatient-only psychologist will also give support to the improvement and the maintenance of the patient’s recovery by helping the patients adjust to their illness and help them learn to maintain their usual lifestyle. The Inpatient-only Psychologist will then forward necessary document to continue treatment with a Child Psychologist for child patients, and an Adult Psychologist for adult patients. The Child Psychologist will provide psychological preparation methods for children prior to medical procedures, and Collaborate with local schools. The child psychologist will also give insight to children and families on how to prepare for hospitalization if needed. The need for such preparation is a prediction on the belief that hospitalizations and surgery are traumatic, anxiety-producing experiences for children and their families, which can lead to long-term psychological disturbances. (Journal of Pediatric Psychology, 1976, p.226-30) Various methods will be used to provide the child and his or her family with information about the hospital and the procedure or operation. If needed a nurse or social worker will be provided to visit the child at home before he or she comes to the hospital. The nurse will be able to answer and questions the child and his or her family may have about the hospital and the procedure that will follow. If necessary the nurse and or child psychologist will provide a pamphlet explaining the forth-coming hospitalization and surgery, which they can read to the child before he or she comes to the hospital. Lastly if necessary the child psychologist can set up visits for the child to be able to visit the hospital prior to admission to become familiar with the setting and the hospital staff to get another form of comfort. Pharmaceutical treatment methods are going to be necessary in this case. Pharmaceutical treatment methods will provide the child with things such as antidepressants, muscle relaxes and anti-inflammatory medications to help control some of the symptoms they are experiencing after surgery is complete. Behavioral and cognitive treatment methods are also necessary to give the child other options than drugs to treat some of the mental issues in dealing with life after surgery. The patient may need to consult with a psychologist and other health care professional to deal with chronic symptoms. In looking at treatment methods to cope with pain its good that there are more than one treatment option available. Depending on the pain and the severity of the pain, more than one treatment method may be necessary An Adult Psychologist will provide psychological preparation methods for adults prior to medical procedures and surgery. Various methods will be used to provide the child and his or her family with information about the hospital and the procedure or operation. If needed a nurse or social worker will be provided to visit the child at home before he or she comes to the hospital. The nurse will be able to answer and questions the child and his or her family may have about the hospital and the procedure that will follow. Pharmaceutical treatment methods are going to be necessary in this case as well. Pharmaceutical treatment methods will provide the patient with things such as antidepressants, muscle relaxes and anti-inflammatory medications to help control some of the symptoms they are experiencing after surgery is complete. The Adult Psychologist will help the patient cope to adjustments needed to deal with a chronic or terminal illness. The Adult Psychologist will also help the adult improve adherence to medical regimens. Using such behavioral methods such as tailoring the regimen to make it as compatible with the patients habits and rewarding him or her for following the given regimen can and will help to improve patient compliance. The adult psychologist will also work with the adult patient to focus on understanding how they will react to, cope with and recover from their illness. In looking at treatment methods to cope with pain its good that there are more than one treatment option available. Depending on the pain and the severity of the pain, more than one treatment method may be necessary. Surgical treatment options in my opinion are the option that should be chosen should all else fail. Surgical treatment options will require more extensive after care procedures and needs. This is where the final psychologist comes into play. The final Psychologist that I choose will be a Rehabilitation Psychologist. The Rehabilitation Psychologist will work with the child or adult to get a comprehensive evaluation to assist the rehabilitation team with meeting the patients needs. The rehabilitation psychologist will build a team to assist the patient with cognitive, behavioral, physical, emotional, social and other needs after being released from the hospital. The rehabilitation psychologist will contribute in improvement in overall patient health by helping the patient relate better with their world. The rehabilitation process will be an ongoing process in which the patient will interact with the rehabilitation team to develop a plan for full recovery whether physical, mental, emotional or social therapy is the key aspect. Each of the five psychologists will work together to ensure that the proper care and after care procedures are met for each patient during their inpatient stay at the facility. The psychologist will work together to improve patient stays at the facility and make sure that no page is left unturned, to also ensure one hundred percent recovery rates. Patients and their families will be required to attend group sessions to be able to better develop a plan of care for the patient in the aid to better their chances for recovery. During the process the psychologist will attend weekly meetings to work together to better understand the patients behavioral, physical, and emotional or social needs. Behavioral treatment options can come in many forms. It may come in the form of consulting with a psychologist to discuss issues that are going on. Other options may include group sessions to speak openly about depressive and or other emotional feelings that one is coping with regarding their current well being. Cognitive therapy is a treatment option that focuses on helping patients deal with a specific portion of the problem. With this type of treatment, patients focus on identifying and changing destructive and disturbing thought patterns. Having a portion of all of the listed behavioral treatment options can help with different portions of treatment when it comes to illness such as hospital stays and surgeries. In all of the cases of illnesses more than one treatment option is needed. Having all of the five listed Psychologist will contribute to overall patient health. The substance abuse counselor will contribute to improvement by getting the patient off drugs or give the patient hope and confidence in their current situation. The Inpatient-only psychologist will provide treatment for chronic pain and utilize various methods to facilitate adjustment and coping skills, and also improve in overall patient help by helping the patient cope with the illness. A child psychologist will no only consult with the child prior to the medical procedures and surgery, but will also contribute by preparing the patient adequately for a procedure. And adult psychologist will also consult with the adults prior to the medical procedures and prepare the patient adequately for a procedure. And lastly the rehabilitation psychologist will help adults and children with any physical or mental limitation that occur after and or before surgery buy implementing a daily rehabilitation plan to improve their functionability. With all of the five psychologists working together on a team to contribute to therapy and aftercare treatment there should be 100% patient and family satisfaction. This is to ensure that no treatment desired or needed is overlooked. Each psychologist will assess the information given from the previous to determine they are all on the same track for recovery method for each patient. Each patient will be dealt with individually and will not have a considerable diagnosis without full assessment from each of the five-listed psychologist to ensure they have the proper plan to help promote improvement in overall patient health. References (). Managing and Controlling Clinical Pain. In (pp. 319-342). University of Phoenix American Accreditation Health Care Commission (n. d. ). Retrieved January 14,2010, from www. healthcentral. com American Behavioral Scientist (1994). Challenges for the 21st Century. Special Issue. Retrieved 07/10/10, from www. healthypeople. gov Cherry, K. (2000). What is Health Psychology. Retrieved January 28,2011, from www. about. com Journal of Pediatric Psychology. (1976). Preparation of Children for Hospitalization (Vol. 1 No. 4 ed. ). Missouri: Author.

The American Society During the Great Depression in John Steinbeck’s The Grapes of Wrath - Free Essay Example

Sample details Pages: 5 Words: 1565 Downloads: 10 Date added: 2019/04/30 Category Literature Essay Level High school Tags: Grapes of Wrath Essay Great Depression Essay Did you like this example? The Great Depression was a period of low business activity and overall economic crisis that plagued America for roughly ten years, beginning in 1929 and finally coming to an end in 1939. John Steinbecks The Grapes of Wrath is a fictional novel detailing the lives of one Oklahoma farm family, the Joads, who are driven by the hope for a better future, searching for it in the promised land of California. The Grapes of Wrath was published in 1939, as the Great Depression was finally coming to an end. Due to the timing of the publishing, as well as the consistencies between the fictional text and actual recounts of the event, inductions about the environment surrounding the time period can easily be made. Most notably, Steinbeck draws attention to the economical, societal, cultural and political impact made by the depression, incorporating various themes throughout the novel to establish minute details about the trials that accompanied living through it. Don’t waste time! Our writers will create an original "The American Society During the Great Depression in John Steinbeck’s The Grapes of Wrath" essay for you Create order Economically speaking, depression means a long and severe recession in an economy or market. That being said, a conclusion can be made that the Great Depression had a significant impact on the economy. Hours and wages were cut for hard workers, so much so that even a full family working every day would not earn enough money to feed everyone. Steinbeck expresses this issue with the economy repeatedly throughout the novel, first through explaining the impact of the dust bowl, then by criticizing the behavior of banks across America. The Grapes of Wrath sheds light on the fact that these violent dust storms destroyed their community as well as land, making their crops unusable. Men and women huddled in their houses, and they tied handkerchiefs over their noses when they went out, and wore goggles to protect their eyes. When the night came again it was black night, for the stars could not pierce the dust to get down( ) Now the dust was evenly mixed with the air. As a result of the storm, farmers could no longer sell the amount of crops needed to pay the banks, which is where the economics of it comes into play. When the banks took their land, the people of Oklahoma fled to California in search of a more forgiving job market. Okies, as well as the rest of middle-lower class America, began to realize that [companies] breathe profits; they eat the interest of money. In fact, they were not companies at all, they were monsters-creatures so heartless and cruel that they couldnt possibly be the work of humans. The bank is something more than men, I tell you. Its the monster. Men made it, but they cant control it, one farmer tells the Joads before they begin their journey to California. This inequality of power paves the way for an important motif found in the book, where Steinbeck establishes the helplessness which belongs to the working class in this time period. Steinbeck gives another glimpse into the Great Depression by indirectly describing the environment of American society as a whole. The class-gap in society is divided by a sharp line, most clearly demonstrated in conversations between landowners and workers, of upper and lower class. This break in unity is also exhibited by the Californians, who treat those migrants of Oklahoma with disdain merely because of where they are from. The first person Tom Joad stops to talk to in California is the one who introduced the family to the term Okie, someone from Oklahoma, and makes clear to them that it is not a term of endearment. Seemingly every person the family encounters views them as immigrant scum. The attitude towards the Okies, or anyone of a lower class, is blown to such a proportion that would make them seem like criminal invaders. When referencing the Oklahoma immigrants, one even exclaims how they got to keep em in line or Christ only knows what theyll do! Why, Jesus, theyre as da ngerous as the [Negros] in the South! If they ever get together there aint nothin thatll stop em. Racial harmony was nowhere in sight during this period of history, between the slave trade and Jim Crow laws, which means that being compared to black people solely because of ones social status would be highly offensive. The classist segregation, along with the economical aspect of the banks control, is what forced the peasants and farmers out of the land they were raised on. Steinbeck shows that this forced removal sparked the desire for a resistance through an early conversation between the Al, the youngest of the Joad boys, and a fellow Okie in the beginning of the novel. Upon hearing about the monster that is the bank, Al suggests the idea of killing the bank, because maybe [they] got to fight to keep [their] land like Pa and Grampa did. Steinbeck conveys to the reader the anger those in the working class held, showcased through the juvenile perspective of a sixteen-year-old boy. The most notable difference in cultures found in this book is that of the Okies and that of the Californians. The poor farmers who migrated to foreign lands for the betterment of their family were called by this seemingly derogatory name-an action that indirectly and presumably forced the Oklahoma natives into a state of intense inequality and discrimination in the promised land of California. As previously mentioned, the term is used in such a way that is meant to degrade the individuals as much as the n-word. The way Steinbeck characterizes the Californians views towards these immigrants with harsh and pessimistic views on their personal intentions. For example, one Californian claims they got to keep [those] here people down or theyll take the country. Theyll take the country. Outlanders, foreigners. This was upon first seeing the Joads as well, so it is obvious that they needed little time of knowing these outsiders before making their judgement on how they should be treated. Ste inbeck portrays this period as being positive only got those who are rich and white. If someone living during the Great Depression and they were black, middle class, or even a peasant trying to feel their family, it would make no difference on the amount of respect they were treated with. Politically speaking, the main conflict in the novel seems to be the rise of industrialization. Since the Second Industrial Revolution came to an end shortly before the Great Depression began, the improved farming techniques developed during the period became necessary after the dust bowl made the cultivation of crops so difficult. In The Grapes of Wrath, Steinbeck relates the concept of industrialization to the farmers by describing it with disturbing humanistic traits. Behind the harrows, the long seeders-twelve curved iron penes erected in the foundry, orgasms set by gears, raping methodically, raping without passion. The driver sat in his iron seat and he was proud of the straight lines he did not will, proud of the tractor he did not own or love, proud of the power he could not control. And when that crop grew, and was harvested, no man had crumbled a hot clod in his fingers and let the earth sift past his fingertips. No man had touched the seed, or lusted for the growth. In addition to altering their entire known way of living, the farmers growing attachment to their homeland is also greatly damaged. Due to the novels continuous support of social change in favor of the working class, it can also be inferred that Steinbecks The Grapes of Wrath is a strong novel in favor of a proletarian revolution. Highlighting the unfair working conditions and the fight of the workers, Steinbecks portrayal advocates for social change in the journey to the coveted American Dream. One example of this, and perhaps the most powerful of all, comes towards the end of the novel in its climax. After the rain came and ended the drought, the reactions of the adults proves them to be strongminded individuals who will not give up without a fight-an attitude the reader can also assume was prominent during the Depression itself. The women watched the men, watched to see whether the break had come at last. The women stood silently and watched. And where a number of men gathered together, the fear went from their faces, and anger took its place. And the women sighed with relief, for they knew it was all right-the break had not come; and the break would never come as long as fear could turn to wrath. After the rain falls, the Joads leave their boxcar abode, and Rose of Sharons baby is stillborn, the conditions of living in this period could not be worse. However, the working class-in this instance, the Joads specifically-is driven by motivation for change despite hardships that may accompany it. In The Grapes of Wrath, John Steinbeck uses the fictional Joad family to portray the experiences of many American citizens during the Great Depression-using them to express the circumstances dealt with by the average middle-class citizen. Through reading the novel, one can gather much information about the Great Depression itself, namely that about its economics, society, culture, and politics. By writing about the strong-arm characteristics held by the bank, division of working classes, cultural differences between immigrants and natives, and the proletarian attitude held by many, Steinbeck successfully and accurately depicts the living environment present during the Great Depression.

Humor And How Does It Affect Brand Imaging, Interpersonal...

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The Field Of Banking And Finance - 934 Words

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Motivation Factor Toward Vitamin Supplement Free Essays

string(76) " in the Silom area because it is a central business area of office workers\." CHAPTER 1 INTRODUCTION 1. 1 Background of the Research Vitamin supplements bring added nutritional values to people’s health. With their contents of the certain recommended amount of minerals and vitamins needed for staying healthy, vitamin supplements have become more and more popular especially for those with hectic and busy lifestyles. We will write a custom essay sample on Motivation Factor Toward Vitamin Supplement or any similar topic only for you Order Now These people believe that daily or regular consumption of vitamin supplements helps to ensure the proper intake of nutrition needed—a compensation for what they might have missed or lost as a result of workload or lifestyle. Unlike medicines or drugs for any medicinal purpose, vitamin supplements are taken for various reasons. Strength, health, and energy seem to take the lead as the top priorities, while illusions of youthfulness, fear of lack of complete nutrients, or long term protection follow. As work life and lifestyle in the global community have become more dynamic and healthy meals with proper dining are rare, people have resorted more to the help of vitamin supplements. Advertising plays a major part in creating more desire for vitamin supplements. Several marketing schemes of pharmaceutical manufacturers make a continued bombardment of publicity, using both soft and hard persuasion to convince consumers believe in the efficacy of vitamin supplements. These movements create motivational factors for consumers, and their reasons for consumption of vitamin supplements can be endless. Modern lifestyle and work behavior remain the catalyst for the market viability of vitamin supplements. While vitamin supplements aim to maintain the good health of their consumers, they could deteriorate health in many ways. Natural nutrition is certainly better than short-cut nutrition. The market, the manufacturers, and the consumers who live a fast-paced lifestyle should look for equilibrium of vitamin supplement exposure. The supplements should help enhance people’s wellbeing, instead of benefiting certain groups. 1. 1. 1 Consumption of Vitamin Supplements Nowadays, people are concerned about their health and they think that they do not eat proper, well-balanced, and nutritious foods which results in a lack of key vitamins, illness, and poor health. This is especially true of businessmen and office workers because, as the world is moving at a busy and faster pace, they spend most of the time working, which uses all their mental and physical energy, and sometimes they are very stressed and do not often eat proper food and rely instead on junk food or fast food because of its convenience. Therefore, these people purchase vitamin supplements to prevent nutritional deficiencies. People do not purchase and consume food supplements or health products as a cure. They purchase and consume then because they think vitamin supplements can help them improve their quality of life. There are several motivational factors that encourage business people or office workers to purchase vitamin supplements which create the demand in the market. The market for vitamin supplements has increased significantly because they have the need to consume vitamin supplements which play an important role in providing nutrition which supports and maintains their good health. 1. 2 Statement of the Problem Consumers of vitamin supplements are mostly business people in the central business districts (CBD) of any of the big cities in the world. Bangkok is no exception. With increasing stress, workload, and the hectic lifestyle of many CBDs in Bangkok, Thai business people try to keep their health stable by consuming more vitamin supplements, rather than observing proper gastronomy. Vitamin supplements of imported and local brands flood the shelves of trendy drug stores like Boots and other popular dispensaries. GNC, an American brand of vitamin supplements, has started to appear around downtown Bangkok’s shopping malls. Competition among manufacturers of vitamin supplements has become fierce, while several consumers have started to realize the side-effects of long-term intake of vitamin supplements. The issues of both the pharmaceutical market’s competitiveness and growing awareness of natural nutrients seem to be intertwined within the consumers’ minds. This study therefore aims to identify the motivational factors of the consumers in CBD Bangkok in their purchase intention of vitamin supplements. Recognizing the motivational factors reveals the consumers’ rationale and the impact of marketing techniques that have brought vitamin supplements to their present status. Manufacturers—both at home and abroad—will benefit from realizing consumers’ motivational factors, so that they are able to plan their research well and develop the technical and marketing sides. Surely Thailand, as a tropical country where herbs and pharmaceutical ingredients are found in abundance for making good vitamin supplements, can partake in this fierce competition with success, while the imported brands are ready to compete in any overseas market. However, if vitamin supplements are to become an essential food for people in CBD, all parties concerned need to use studies of consumers’ motivational factors to determine directions that not only yield a healthy result to the consumers but help them avoid risks too. . 3 Research Questions 1. What motivates business people in central business district (CBD) to purchase vitamin supplements? 2. What characterizes the profile of business people of central business district (CBD) in relationship with their consumption of vitamin supplements? 1. 4 Research Objectives 1. To identify motivational factors of business people in buying vitamin supplements; 2. To describe characteristics and behavior of business people in rel ation to their decision to purchase vitamin supplements; and, 3. To describe the characteristics and behavior of business people in relation to their decision to consume vitamin supplements. 1. 5 Scope of the Research This research aims to understand motivational factors affecting purchase intention regarding office workers and vitamin supplements. The research will break down into four main variables which constitute Individual Characteristics, Situational and Attitudinal Factors, Motivational Factors, and Purchase Intention of vitamin supplements. The target population was around the Silom area which it is the center of the business area and the most crowded place in Bangkok. The respondents were executive managers, senior managers, and managers or work in lower positions. 1. 6 Limitation of the Research This research was conducted in the Silom area because it is a central business area of office workers. You read "Motivation Factor Toward Vitamin Supplement" in category "Essay examples" Hence, the result of the research might be different if data are collected from other areas because of difference in demographics and individual characteristics. 1. 7 Significance of the Research The importance of this study is primarily focused on understanding what motivates office workers in terms of the benefits of, and their intent to purchase vitamin supplements. The outcome will be able to help people concerned about the need to consume vitamin supplements through studies of the motivational factors to determine the directions that provide a healthy result to office workers as well as to characterize their individual profiles regarding the intent to purchase vitamin supplements. It will also be useful for marketers to help them analyze and evaluate this study to assist marketing management in marketing decisions and formulating strategies to increase efficiency. 1. 8 Definition of Terms Central Business District (CBD) – the central district of a city or it is office or retail center of the city. In this study, the survey was conducted in the Silom area as it is the center of the business area and suitable for understanding motivational factors on purchase intention of office workers which are the target of this study. * Vitamin supplements – vitamin supplements help provide a consistent source of necessary vitamins and nutritio n. People who are busy in their working life and do not eat properly would benefit from taking vitamin supplements. CHAPTER 2 LITERATURE REVIEW 2. 1 Theories 2. 1. 1 Individual Characteristics Individual characteristics can be classified in many ways such as age, gender, educational level, income and personal appearance. It can refer to a set of personal traits of individuals (Schiffman and Kanuk, 2000). Individual characteristics can be described demographically or physically. Individual characteristics are unique. Some people may have the same characteristics in some areas just as some people may look Asian but no one person is identified to another. People will have different characteristics. According to Beatty and Smith (1987), and Mitchell (1993), demographic factors can fall into one category of individual characteristics which gender and age are mostly described as factors that usually affect consumer behavior. Additionally, we can include other individual characteristics such as educational level, working position and income, household size and time that spent on groceries shopping as factors that affect consumer behavior as well. Educational level can strongly affect consumer behavior. People with a higher education tend to spend more time searching for information and are willing to try something new in the market. Some products are designed for and required by highly-educated person such as laboratory equipment, international textbooks, etc. A Less educated person may seek and consume ordinary or routine products. They tend to have less awareness of new innovative products. Working status and income are perfectly related to each other. People cannot gain an income if they do not work. Income levels vary according to working status and position. Working status and income are usually used as influential factors that could affect consumer behavior. There is no market when there is no income. Income is required by profitable markets. What people can afford affects the products that people are likely to buy. Therefore, income is often one of the most popular demographic factors used to study the effects of consumer behavior. A household is an individual who lives alone or a group of individuals living together in a common dwelling, regardless of whether they are related. Households can be cohabitating couples who are unmarried and the opposite sex, same sex or simply roommates. Household size is determined by the number of people who live in the dwelling. Household size could affect buying decisions and consumer behavior. Logically, each household is likely to buy and consume different products at different quantities. Lastly, for individual characteristics, time spent on groceries is the number of hours spent grocery shopping per week. According to the study of Goodman (2008), over 32 million American adults shop at a grocery store on a typical day. That is a large population density in grocery shops which could be a potential market for marketers. The time spent grocery shopping may affect the buying behavior of consumers in terms of buying more other products. 2. 1. 2 Situational and Attitudinal Factors Consumer behavior of individuals could be affected by the individual’s needs, benefits sought, attitudes, motivation and purchasing situation. Since people have different attitudes, beliefs and situations, consumer behavior of each person will be expressed differently as well. Situational factors are all those factors related to the time and place of observation which do not require the knowledge of a person. These factors could strongly affect consumer behavior (Beck, 1975). People may act and consume differently in different purchasing situations. Time influences a purchase situation. Attitudinal factors are related to an individual’s tendency toward a specific thing and it is also a person’s propensity to be persistent and consistent. Attitude encompasses general knowledge and constitutes the cognitive, emotions, and actions. When an individual holds a positive attitude toward a target, he or she will hold the same attitude toward a similar target (Ajzen Fishbein, 2005). According to the study of Kim and Chung (2011), health consciousness and appearance consciousness could affect consumer behavior. People who are at the stage of health and appearance consciousness do care about the desired stage of well-being and are willing to put in hard effort to maintain this. People with high health and appearance consciousness tend to spend more time searching for information on healthy living and they are likely to buy more vitamin supplements and other related health products. According to the Oxford English Dictionaries, a special diet means a special course of food to which people restrict themselves with either the purpose to lose weight or for medical reasons. It implies a specific intake of vitamin supplements or nutrition for weight management and health purposes. Grocery shopper can be used to measure motivation regarding consumer perceptions, attitudes, and behaviors. The more involved grocery shoppers go shopping by themselves and are more likely to employ purchase strategies that will enhance their purchase intention (Smith Carsky, 1996). A meal planner is also the same, according to Moore and Lehmann (1980), who found that an individual who is a meal planner or who prepares food seems to be more involved in purchase intention. Hence, they will be concerned about their food and nutrition and if they think they may lack benefits from their meals, they will be more likely to purchase vitamin supplements. . 1. 3 Motivational factors and product class involvement factors Consumer motivation is described as the influences that lead a consumer’s behavior toward a goal (Wang, 2001). Motivational factors are identified as a set of specific factors that influence motivation to individual needs. According to Drichoutis, Lazaridis, and Nayga Jr, (2007), this study defines price, nutrition, ease of intake, brand, and advertisement as variables in a measurement of product involvement, referred to by Moorthy (1997), which in this case is vitamin supplements. In addition, Rose (1994), and Thayer (1997) both concluded that these factors are important in consumer purchase intention. Price has a psychological impact that is used to influence consumer purchasing power. Nutrition can be defined as food or nourishment that is needed to keep growing, healthy, and to support life. Ease of intake has an emphasis on the convenience and difficulties of taking vitamin supplements. Brand enables a consumer to easily identify products of a particular company and decide to purchase them. Advertisement reflects an increasing trend in which people are concerned about their health. 2. 1. 4 Purchase Intention Purchase intention is a measurement of the possibility that a consumer will purchase a product and if the purchase intention is high, there is more chance that the consumer is willing to purchase a product. Purchase intention indicates consumers will follow their experience, preference, and motivation to collect information then evaluate their choices and choose alternatives so they can make a decision to purchase a product (Schiffman and Kanuk, 2000). Purchase intention also leads consumers to not just purchase a product once but to repeatedly purchase or repurchase a product and to recommend it to others. Customers repurchase intention depends on the value obtained in their previous transactions (Wathne, 2001; Kaynak, 2003; Bolton, 2000). So purchase intention is based on that value with a relationship with expected future benefits. Recommendation in purchase intention is consumers who are willing to recommend others to purchase the same products that they bought (Olaru, Purchase, Peterson, 2008). CHAPTER 3 FRAMEWORK AND METHODOLOGY 3. 1 Theoretical Framework 1. Figure 3. 1 – Drichoutis, A. C. , Lazaridis, P. , Nayga Jr, R. M. (2007). An assessment of product class involvement in food-purchasing behavior. This study aims to use the following framework to access the factors affecting the importance of different aspects such as price, taste, nutrition, ease of intake, and brand name of products (which in this study is food). The overall involvement with food, based on attribute importance, is affected by attitudinal factors and Socio-economic. In this framework, it provides different profiles of consumers who are not involved or more involved with food based on specific aspects. 2. Figure 3. 2 – Kim, H. Y. , Chung, J. E. (2011). Consumer purchase intention for organic personal care products. The proposal of this framework attempts to study the effects of consumer values and past experience on consumer purchase intention of organic products and to consider the effect of perceived behavioral control on the attitude intention relationship by using the theory of planned behavior. . 2 Conceptual Framework Individual Characteristics * Age * Gender * Education * Work position * Income * Household Size * Time Spent on Grocery Shopping Figure 3. 3 – Motivational factors on purchase intention of vitamin supplements Purchase Intention * Purchase * Repurchase * Recommend others to purchase Motivational Factors * Price * Nutrition * Ease of Intake * Brand * Advertisement (trend) Situational Attitudinal Factors * Health Consciousness * Appearance Consciousness * Special Diet Status * Grocery Shopper Meal Planner After clearly understand two theoretical frameworks, the conceptual framework in this research aims to study motivational factors on purchase intention of vitamin supplements regarding office workers in the Silom area. First of all, it is necessary to study individual characteristics of office workers and how these affect purchases of vitamin supplements. Second, the study aims to identify situational and attitudinal factors that effect on consumer motivation leading to purchase of vitamin supplements. Third, the study aims to consider motivational factors of office workers and their effect on purchase intention of vitamin supplements. 3. 2. 1 Individual Characteristics The demographic factors are included in the individual characteristics category. Gender and age are factors that affect consumer behavior. Moreover, this study used education, working position, income, and household size as factors to further evaluate consumer characteristics to indicate how this effects their motivation and purchase intention of vitamin supplements. This research suggests these factors are crucial to profile consumers that intend to purchase vitamin supplements. 3. 2. 2 Situational Attitudinal Factors This research defines health consciousness, appearance consciousness, special diet status, grocery shopper, and meal planner under situational and attitudinal factors. People who are concerned about their desired state of well-being or require a special course of nutrition are likely to make an effort to maintain a healthy life, and are interested in caring about their appearance, by purchasing vitamin supplements. People who go shopping and prepare meals themselves are more likely to purchase vitamin supplements because these situational and attitudinal factors can influence and motivate an individual’s perception about nutritional values. 3. 2. 3 Motivational Factors Motivational factors are identified as factors that influence motivation of office workers to purchase vitamin supplements. The perceived importance of price, nutrition, ease of intake, brand, and advertisement are included in the model in which these factors are defined to effect consumer perception of the benefits of vitamin supplements and influence their purchase intention. The researcher would like to determine if these factors create a positive or a negative relationship toward their purchase intention. 3. 2. 4 Purchase Intention This research defines purchase, repurchase, and recommending others to purchase under the purchase intention category. People are motivated to take action based on their behavior, attitude, and perception so they intend to purchase vitamin supplements for health benefits. They may intend to repurchase in the future based on their previous expectation in products and they may also recommend others to purchase vitamin supplements. . 3 Hypothesis H1o: There is no relationship between situational attitudinal factors and motivational factors for vitamin supplement consumption H1a: There is a relationship between situational attitudinal factors and motivational factors for vitamin supplement consumption H2o: There is no relationship between motivational factors and purchase intention of vitamin supplements H2a: There is a relatio nship between motivational factors and purchase intention of vitamin supplements 3. Operationalization of Variables Variables| Concept of Variable| Operational Component| Measurement Scale| Situational Attitudinal Factors| – Situational factors are related to the time and place of observation that do not require the knowledge of a person and situational factors could strongly affect consumer behavior (Beck, 1975). – Attitudinal Factors are related to an individual’s tendency toward a specific thing and it is also a person’s propensity to be persistent and consistent (Ajzen Fishbein, 2005). – Concerned about health and diet all the time- On a special diet due to a health problem – Worried about physical shape and appearance- Do most of the grocery shopping- Always plan all family meals| Interval ScaleQ1 – Q5| Motivational Factors| Motivational factors are identified as a set of specific factors that influence motivation to individual needs (Wang, 2001). – Pay attention to price- Pay attention to nutritional value – Pay attention to convenience and ease of intake- Pay attention to the brand- Pay attention to popularity, advertisements and social trends| Interval ScaleQ6 – Q10| Purchase Intention| – Purchase intention indicates consumers will follow their preference, experience, and motivation to collect information then evaluate their choices and choose alternatives so they can make a decision to purchase a product (Schiffman and Kanuk, 2000). – Intend to purchase vitamin supplements- Recommend others to purchase- Intend to repeat purchasing| Interval ScaleQ11 – Q13| Individual Characteristics (Personal Information)| Individual characteristics can be classified is many ways such as age, gender, educational level, income and personal appearance. It refers to a set of personal traits of an individual (Schiffman and Kanuk, 2000). | – Gender- Age- Education level â₠¬â€œ Work position- Household size- Income- Time spent grocery shopping| Ordinal and NominalQ14 – Q20| 3. 5 Statistical Treatment of Data The research used a quantitative research method to prove the findings. Quantitative research is used to measure how many people feel, think or act in a particular way using surveys or questionnaires. Quantitative research also provides numerical data or can convert data into numbers for a statistical review. The research used a questionnaire for collecting data because it is the most proper way based on the number of questions to be answered and to get reliable data and information from the target population. 3. 5. 1 Respondents Sampling Procedure 1. Target Population The target population was office workers in the Silom area, which we considered to be the suitable location in the business area because this area is very famous, crowded, and at the center of the business area. 2. Sample size and unit The data were collected from 384 sampling units as this is the minimum sample sizes required from the population of office workers located in the Silom area. The population of office workers from this area is numerous because Silom is the center of the business area and many people from different areas work there. 3. Sampling Procedure The sampling method in this study is non-probability sampling because it is the most appropriate sampling method for this research as the target population are selected at random. Thus the research used the following type of non-probability samples technique in order to get questionnaire completed – Judgmental or Purposive sampling – This sampling is based on the assumption that the researcher can select elements which represent a typical sample from the appropriate target population: office workers in the Silom area. 3. 5. 2 Research Instrument and Questionnaire Design The researcher used a self-administered questionnaire which is a tool that helps the respondents to complete the questionnaire. The questionnaire design was based on the conceptual framework and was divided into four parts as follows – Part 1 (Situational Attitudinal Factors) – this part of the questionnaire is about understanding the situational and attitudinal factors regarding office workers and vitamin supplements. Part 2 (Motivational Factors) – this part of the questionnaire is about understanding the motivational factors of office workers toward vitamin supplements. Part 3 (Purchase Intention) – the researcher wanted to understand office workers purchase intention of vitamin supplements. The researcher would also like to know if they think vitamin supplements are very important in today’s business world. Part 4 (Individual Characteristics) – this part consisted of questions that acquired individual data of the respondent: it helped the researcher to understand what a characteristic profile of office workers are and their attitudes toward vitamin supplements. Questionnaire Scale A 5-point Likert Scale was used in the questionnaire. = Strongly Agree 4 = Agree 3 =Neutral 2=Disagree 1=Strongly Disagree 3. 5. 3 Collection of Data The researcher can collect 384 sets of questionnaires from respondents who are office workers in the Silom area. The questionnaire was carried out only during business hours. The researcher spent two weeks collecting questionnaire and the researcher had two assistants to help distribute questionnaires fo r obtaining data. The researcher collected all questionnaires and analyzed the data using the software package Statistical Package for Social Science (SPSS). 3. 6 Reliability Test Reliability Analysis of Research Instrument To test variables in the questionnaire using Cronbach’s Alpha Coefficient scale and if the alpha test result from the calculation is above . 6 or equal, it means that all questions in the questionnaire are reliable and consistent and can be applied as research instruments in this study. Situational and Attitudinal Factors Reliability Statistics| Cronbach’s Alpha| No. of Items| .800| 5| Motivational Factors Reliability Statistics| Cronbach’s Alpha| No. of Items| .727| 5| Purchase Intention Reliability Statistics| Cronbach’s Alpha| No. f Items| .907| 3| Overall Reliability Statistics| Cronbach’s Alpha| No. of Items| .895| 13| Table 3. 6: The Summary of Reliability Test Analysis Variables| Alpha test| Situational and Attitudinal Factors| . 800| Motivational Factors| . 727| Purchase Intention| . 907| Overall| . 895| The reliability test results of research instrument according to Table 4. 8 indicate that all v ariables in the questionnaire are greater than . 6. Therefore, all questions are reliable and consistent and can be applied as research instruments in this study. CHAPTER 4 DATA ANALYSIS AND RESULT The researcher used Statistical Package for Social Science (SPSS) to analyze the data using the following analyses – Frequency Analysis – To point out the individual characteristics of business people or office workers Descriptive Analysis – To test attitude, motivation, and intention of office workers and point what is the factor that they believe is the most important for them Correlation – To study the relationship or correlation between variables 4. 1 Frequency Analysis Table 4. 1. 1: The Analysis of Gender Levels using Frequency and Percentage Gender| Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Male| 122| 31. 8| 31. 8| 31. 8| | Female| 262| 68. 2| 68. 2| 100. 0| | Total| 384| 100. 0| 100. 0| | Table 4. 1. 1, indicates that 68. 2% (262) of the respondents were female and 31. 8% (122) were male. Table 4. 1. 2: The Analysis of Age Levels using Frequency and Percentage Age| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| 20 – 30 years old| 153| 39. 8| 39. 8| 39. 8| | 31 – 40 years old| 121| 31. 5| 31. 5| 71. 4| | 41 – 50 years old| 78| 20. 3| 20. 3| 91. 7| | 51 – 60 years old| 32| 8. | 8. 3| 100. 0| | Total| 384| 100. 0| 100. 0| | Table 4. 1. 2, indicates that the highest percentages of respondents 39. 8% (153) were 20 to 30. 31. 5% (121) were 31 to 40, 20. 3% (78) were 41 to 50, and 8. 3% (32) were 51 to 60. Table 4. 1. 3: The Analysis of Educational Levels using Frequency and Percentage Educational levels| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Bachelor’s degree or lower| 212| 55. 2| 55. 2| 55. 2| | Master’s degree or higher| 172| 44. 8| 44. 8| 100. 0| | Total| 384| 100. 0| 100. 0| | Table 4. 1. 3, indicates that 55. % (212) of respondents held a bachelor’s degree or lower and 44. 8% (172) held a master’s degree or higher. Table 4. 1. 4: The Analysis of Work Position Levels using Frequency and Percentage Work position | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Manager or lower| 214| 55. 7| 55. 7| 55. 7| | Senior manager| 131| 34. 1| 34. 1| 89. 8| | Executive manager| 39| 10. 2| 10. 2| 100. 0| | Total| 384| 100. 0| 100. 0| | Table 4. 1. 4, indicates that the highest percentages of respondents worked as a manager or a lower position: 55. 7% (214), 34. % (131) were senior managers, and 10. 2% (39) were executive managers. Table 4. 1. 5: The Analysis of Household Size Levels using Frequency and Percentage Number of family members(household size)| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| 3 or less| 104| 27. 1| 27. 1| 27. 1| | more than 3| 280| 72. 9| 72. 9| 100. 0| | Total| 384| 100. 0| 100. 0| | Table 4. 1. 5, indicates that most households contained more than 3 people 72. 9% (280), and 27. 1% (104) contained 3 people or less. Table 4. 1. 6: The Analysis of Income Levels using Frequency and Percentage Income per month| Frequency| Percent| Valid Percent| C umulative Percent| Valid| Up to 30,000 baht| 217| 56. 5| 56. 5| 56. 5| | Greater than 30,000 baht| 167| 43. 5| 43. 5| 100. 0| | Total| 384| 100. 0| 100. 0| | Table 4. 1. 6, indicates that the highest percentages 56. 5% (217) earned up to 30,000 baht while 43. 5% (167) earned greater than 30,000 baht. Table 4. 1. 7: The Analysis of Time Spent Shopping Levels usuing Frequency and Percentage Total amount of time spent shopping per week| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| 2 hours or less| 171| 44. 5| 44. 5| 44. 5| more than 2 hours| 213| 55. 5| 55. 5| 100. 0| | Total| 384| 100. 0| 100. 0| | Table 4. 1. 7, indicates that most respondents 55. 5% (213) spent more than 2 hours shopping, and 44. 5% (171) spent 2 hours or less. 4. 2 Descriptive Analysis Table 4. 2. 1: The Analysis of Situational and Attitudinal Factors using Average Mean and Standard Deviation Descriptive Statistics| | N| Mean| Std. Deviation| I am concerned about my health and diet all the time | 384| 3. 85| . 911| I am on a special diet due to a health problem| 384| 2. 96| 1. 207| I often worry about my physical shape and appearance| 384| 2. 8| 1. 269| I do most of the grocery shopping myself| 384| 3. 65| . 985| I always plan all family meals| 384| 3. 55| . 979| Valid N (listwise)| 384| | | As indicated in table 4. 2. 1, the researcher found that the highest average of situational and attitudinal factors is 3. 85: those concerned about health (health consciousness) and the lowest average is 2. 96: those on a special diet. The highest standard deviation is 1. 269: those who worry about physical shape and appearance (appearance consciousness) and the lowest standard deviation is 0. 911: those concerned about health (health consciousness). Table 4. 2. 2: The Analysis of Motivational Factors using Average Mean and Standard Deviation Descriptive Statistics| | N| Mean| Std. Deviation| I often pay attention to price when I go shopping| 384| 3. 67| . 989| I often pay attention to nutritional value when I do grocery shopping| 384| 3. 75| . 822| I often pay attention to convenience and ease of intake of medicine and vitamins| 384| 3. 63| . 858| I pay attention to the brands of vitamins and supplementary food| 384| 3. 42| . 902| I pay attention to popularity, advertisements, and social trends of vitamin consumption| 384| 3. 0| . 958| Valid N (listwise)| 384| | | As indicated in table 4. 2. 2, the researcher found that the highest average of motivational factor is 3. 75: those who pay attention to nutritional value and the lowest average is 3. 20: those who pay attention to the popularity, advertisements, and social trends. The highest standard deviation is 0. 989: those who pay attention to price. The lowest standard deviation is 0. 822: those who pay attention to nutrition value. Table 4. 2. 3: The Analysis of Purchase Intention using Average Mean and Standard Deviation Descriptive Statistics| N| Mean| Std. Deviation| I intent to purchase vitamin supplements| 384| 3. 14| 1. 145| I want to recommend others to purchase vitamin supplements| 384| 3. 28| . 936| I intend to repurchase vitamins and supplements continuously| 384| 3. 09| 1. 156| Valid N (listwise)| 384| | | As indicated in table 4. 2. 3, the researcher found that the highest average of purchase intention is 3. 28: those who recommend others to purchase vitamin supplements, and the lowest average is 3. 09: those who intend to repurchase vitamin supplements. The highest standard deviation is 1. 56: those who intend to repurchase vitamin supplements and the lowest standard deviation is 0. 936: those who recommend others to purchase vitamin supplements. 4. 3 Inferential Analysis Table 4. 3. 1: The Analysis of the Relationship between Situational At titudinal Factors and Motivation using the Person Correlation (Bivariate) Correlations| | MeanSAF| MeanMF| MeanSAF| Pearson Correlation| 1| . 638**| | Sig. (2-tailed)| | . 000| | N| 384| 384| MeanMF| Pearson Correlation| . 638**| 1| | Sig. (2-tailed)| . 000| | | N| 384| 384| **. Correlation is significant at the 0. 1 level (2-tailed). | According to Table 4. 3. 1, the results from the inferential analysis using the Pearson correlation show that the significant is equal . 000 which is less than . 01 (. 000. 01). It means that the null hypothesis is rejected. Thus, the researcher can conclude that there is a relationship between situational attitudinal factors and motivation at the significant 0. 01 level. At . 638 means there is a strong positive relationship between situational attitudinal factors and motivation or two variables move in the same direction. Table 4. 3. : The Analysis of the Relationship between Motivation and Purchase Intention using the Person Correlation (Bivaria te) Correlations| | MeanMF| MeanPI| MeanMF| Pearson Correlation| 1| . 746**| | Sig. (2-tailed)| | . 000| | N| 384| 384| MeanPI| Pearson Correlation| . 746**| 1| | Sig. (2-tailed)| . 000| | | N| 384| 384| **. Correlation is significant at the 0. 01 level (2-tailed). | According to Table 4. 3. 2, the results from the inferential analysis using the Pearson correlation show that the significant is equal . 000 which is less than . 01 (. 000. 01). It means that the null hypothesis is rejected. Thus, the researcher can conclude that there is a relationship between motivation and purchase intention at the significant 0. 01 level. At . 746 means that there is a strong positive relationship between motivation and purchase intention or two variables move in the same direction. CHAPTER 5 DICUSSIONS, CONCLUSIONS, AND RECOMMENDATIONS There are four sections in this chapter. The first section is to discuss of the summary of findings and hypothesis testing. The second section is to discuss and make conclusion which answers the research questions in this research. The third section is recommendations and the last section suggests the future studies. 5. 1. 1 Summary of Findings Table 5. 1. 1: Profile of Office Workers Variables| Percentage of total| Gender| MaleFemale| 31. 8%68. 2%| Age| 20 – 30 years old31 – 40 years old41 – 50 years old51 – 60 years old| 39. 8%31. 5%20. 3%8. 3%| Education| Bachelor’s degree or lowerMaster’s degree or higher| 55. 2%44. 8%| Work position| Manager or lowerSenior managerExecutive manager| 55. 7%34. 1%10. 2%| Household size| 3 or lessMore than 3| 27. 1%72. 9%| Income| Up to 30,000 bahtGreater than 30,000 baht| 56. 5%43. %| Time spent shopping per week| 2 hours or lessMore than 2 hours| 44. 5%55. 5%| Based on the findings, females were the majority of the respondents: 262 (68. 2%). The largest age group was 20 – 30 years old: 153 respondents (39. 8%). The majority of respondents had an educational level of Bachelor’s degree or lower: 212 respondents (55. 2%). Most respondents work position was manager or lower: 214 respondents (55. 7%). The majority of households contained more than 3 persons: 280 respondents (72. 9%). Most respondents had an income per month of up to 30,000 baht: 217 respondents (56. %). Most respondents spent more than 2 hours per week shopping: 213 respondents (55. 5%). 5. 1. 2 Summary of Hypotheses Testing This research used the Pearson correlation analysis to demonstrate the hypotheses, and the results are – Hypothesis 1: There is a relationship between situational attitudinal factors and motivational factors for vitamin supplement consumption Hypothesis 2: There is a relationship between motivational factors and purchase intention of vitamin supplement The key finding from each hypothesis will be analysis in the next part. . 2 Discussion and Conclusion Table 5. 2: Summary of Mean and Standard Deviation Variables| Means (SD)| Health consciousness | 3. 85 (0. 911)| Appearance consciousness| 2. 96 (1. 207)| Sp ecial diet status| 2. 98 (1. 269)| Grocery shopper| 3. 65 (0. 985)| Meal planner | 3. 55 (0. 979)| Price| 3. 67 (0. 989)| Nutrition| 3. 75 (0. 822)| Ease of intake| 3. 63 (0. 858)| Brand| 3. 42 (0. 902)| Advertisements and social trends| 3. 20 (0. 958)| Intent to purchase vitamin supplements| 3. 14 (1. 145)| Recommend others to purchase and consume vitamin supplements. 3. 28 (0. 936)| Intend to repurchase vitamins and supplements continuously. | 3. 09 (1. 156)| As for situational and attitudinal factors, the researcher found that the highest factor was health consciousness which means the majority of office workers are concerned about their health and diet all the time (mean score 3. 85). Based on this result, which may be caused by their busy lifestyle and working life, they are least concerned about having a special diet due to health problems (mean score 2. 6) which means they do not think they need to diet much. As for motivational factors, the researcher found that the highest factor that motivate them is nutrition value when they do grocery shopping (mean score 3. 75). Based on this result, office workers may think nutrition is needed to support their life and keep them healthy. They are least motivated by popularity, advertisements, and social trends (mean score 3. 20) because they seem not to care much about advertisements or trends as they recognize the importance of vitamin supplements. As for purchase intention, the researcher found that the highest average (regarding purchase intention) is office workers who want to recommend that others purchase vitamin supplements (mean score 3. 28). Based on this result, they recognize vitamin supplements are needed and they may think that they should recommend that their friends, co-workers, and family try vitamin supplements. This mean score was followed by intent to purchase vitamin supplements (mean score 3. 14) and intent to repurchase vitamin supplements (mean score 3. 09). Office workers purchase vitamin supplements when they think they lack necessary nutrition or a healthy life. If they think they have good well-being, they feel that they do not need to purchase vitamin supplements. However, they may repurchase vitamin supplements again when they feel they are needed. This research aimed to study the motivational factors regarding purchase intention of vitamin supplements by office workers in the Silom area in terms of individual characteristics, situational and attitudinal factors, motivational factors, and purchase intention. This study used the SPSS program in order to test and analyze hypotheses and all related factors using the Pearson correlation. The researcher found that there is a relationship between two variables in each hypothesis with a strong positive relationship or a move in the same direction. Based on the result of hypothesis one, the research shows that office workers agreed that the more they are concerned about their health and also do grocery shopping and meal planning themselves, the more motivation there is toward vitamin supplement consumption. Based on the result of hypothesis two, office workers also agreed that important factors that motivate them to purchase vitamin supplements are price, nutrition, and ease of intake whereas brand and advertisements or trends are the two least important factors. Hence, office workers in Silom area agreed that they have the intention to purchase and recommend others to purchase vitamin supplements if the price is suitable, there is high nutritional value, and there is ease of intake. 5. 3 Recommendations Based on the result of hypothesis one, the researcher found that there is a relationship between situational attitudinal factors and motivational factors for vitamin supplement consumption. The researcher would like to suggest that it is a best opportunity for marketers to plan in their research and development the production of a high quality product because office workers are concerned about their health and food consumption and they pay attention to the nutritional value of food or supplements, brands, convenience, ease of intake, and price. According to the result of ypothesis two, the researcher found that there is a relationship between motivational factors and purchase intention of vitamin supplements. The researcher would like to suggest that marketers can develop and implement a marketing strategy because price, nutrition, and brand are factors that office workers are concerned about so marketers could motivate them by offering product information on the labels under the br and name as well as using pricing and advertising to motivate them to purchase vitamin supplements. 5. 4 Future study The researcher would like to make a suggestion regarding future study that can be made using this research. This research was conducted only on office workers in the Silom area and, for further knowledge and understanding, the research could be conducted on office workers in other areas such as Sukumvit, Pleonchit, and Siam as to have a full understanding into the motivation and purchase intention toward vitamin supplements in Bangkok. Future study can use, adapt, and adjust this research and its framework to fit with their study of motivational factors on purchase intention of vitamin supplements with more or other variables. REFERENCES Ajzen, I. , Fishbein, M. (2005). The influence of attitudes on behavior. In D. Albarracin, B. T. Johnson, M. P. Zanna (Eds. ), The handbook of attitudes (pp. 173-221). Mahwah, NJ: Erlbaum. Baltas, G. (2001). Nutrition labelling: issues and policies. European Journal of Marketing, 35 (5/6), 708 – 721. Drichoutis, A. C. , Lazaridis, P. , Nayga Jr, R. M. (2007). An assessment of product class involvement in food-purchasing behavior. European Journal of Marketing, 41 (7/8), 888 – 914. Essoussi, L. H. , Zahaf, M. (2008). Decision making process of community organic food consumers: An exploratory study. Journal of Consumer Marketing, 25 (2), 95 – 104. Gautreau, C. (2011). Motivational factors affecting the integration of a learning management system by faculty. The Journal of Educators Online, 8 (1), 1 – 25. Goodman, J. (2008, October). Grocery shopping: who, where and when. Retrieved July 17, 2012, from Time Use Institute website: http://www. timeuseinstitute. org/ Hollywood, L. E. , Armstrong, G. A. , Durkin M. G. (2007). Using behavioural and motivational thinking in food segmentation. International Journal of Retail Distribution Management, 35 (9), 691 – 702. Houghton, J. , Neck, C. Cooper, K. (2009). Nutritious food intake: A new competitive advantage for organization? International Journal of Workplace Health Management, 2 (2), 161 – 179. Kim, H. Y. , Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28 (1), 40 – 47. Nayga Jr, R. M. (1999). Toward an understanding of consum ers’ perceptions of food labels. International Food and Agribusiness Management Review, 2 (1), 29 – 45. Olaru, D. , Purchase, S. , Peterson, N. (2008). From customer value to repurchase intentions and recommendations. Journal of Business Industrial Marketing, 23 (8), 554 – 565. Schiffman, L. G. , Kanuk, L. L. (2000). Consumer Behavior. Wisconsin, WI: Prentice Hall. Smith, M. , Carsky, M. (1996). Grocery shopping behavior: A comparison of involved and uninvolved consumers. Journal of Retailing and Consumer Services, 3 (2), 73 – 80. APPENDICES APPENDIX A ENGLISH VERSION QUESTIONNAIRE This questionnaire is a part of an Individual Research in the topic of â€Å"Motivational Factors on Purchase Intention of Vitamin Supplements† by a Master of Business Administration student of Assumption University. The researcher, hereby, pledges that all of the information gathered will be kept confidential and used to assist the project of study only. Your kind cooperation would be very much appreciated. Please indicate whether you agree or disagree with the following statements 5= strongly agree, 4 = agree, 3 = neutral, 2 = disagree, 1 = strongly disagree | 5| 4| 3| 2| 1| 1. I am concerned about my health and diet all the time. | | | | | | 2. I am on a special diet due to a health problem. | | | | | | 3. I often worry about my physical shape and appearance. | | | | | | 4. I do most of the grocery shopping myself. | | | | | | 5. I always plan all family meals. | | | | | | 6. I often pay attention to price when I go shopping| | | | | | 7. I often pay attention to nutritional value when I do grocery shopping. | | | | | | 8. I often pay attention to convenience and ease of intake of medicine and vitamins. | | | | | | 9. I pay attention to the brands of vitamins and supplementary food. | | | | | | 10. I pay attention to popularity, advertisements and social trends of vitamin consumption. | | | | | | 11. I intent to purchase vitamins and supplementary food. | | | | | 12. I want to recommend others to purchase and consume vitamin supplements. | | | | | | 13. I intend to repurchase vitamins and supplements continuously. | | | | | | Personal Information 14. Gender ? Male? Female 15. Age ? 20 – 30 years old? 41 – 50 years old ? 31 – 40 years old? 51 – 60 years old 16. Education level ? Bachelor’s degree or lower? Masterâ€℠¢s degree or higher 17. Work position ? Manager or lower position ? Senior manager ? Executive manager 18. Number of family members (household size) ? 3 or less? more than 3 19. Income per month ? Up to 30,000 baht ? Greater than 30,000 baht 20. Total amount of time spent shopping per week ? 2 hours or less? more than 2 hours APPENDIX B THAI VERSION QUESTIONNAIRE (Individual Research) ———————————————— 5 = , 4 = , 3 = , 2 = , 1 = | 5| 4| 3| 2| 1| 1. | | | | | | 2. | | | | | | 3. | | | | | | 4. | | | | | | 5. | | | | | | 6. † | | | | | | 7. | | | | | | 8. - ( )| | | | | | 9. ( ) | | | | | | 10. | | | | | | 11. | | | | | | 12. | | | | | | 13. | | | | | | 14. ? ? 15. ? 20 – 30 41 – 50 ? 31 – 40 51 – 60 16. ? ? 17. ? (manager) ? (senior manager) ? (executive manager) 18. ? 3 3 19. ? 30,000 ? 30,000 20. ? 2 2 How to cite Motivation Factor Toward Vitamin Supplement, Essay examples

How does Shakespeare make Act 2 Scene 5 of Twelfth Night Dramatic Essay Example For Students

How does Shakespeare make Act 2 Scene 5 of Twelfth Night Dramatic Essay Act 2 Scene 5 of Twelfth Night by William Shakespeare is the scene in which Maria, Sir Toby, Sir Andrew and Fabian lay the foundation of their revenge by leaving a letter for Malvolio supposedly written by Olivia saying that she loves him. The scene is made dramatic in various ways. First of all, prior to Act 2 Scene 5, the audience already dislike Malvolio. This is because he feels he can talk down to Sir Toby who is socially his superior: my masters are you mad? Or what are you? Have you no wit, manners, nor honesty, but to gable like tinkers at this time of night? This makes the audience dislike Malvolio because he thinks he has more right to have control over Sir Toby. We know that Sir Toby does not like Malvolio speaking down to him because he gets angry and reminds Malvolio of his position: out o tune Sir, ye lie, art any more than a steward? This adds to the drama of Act 2 Scene 5 because by the end of the previous scene the audience are already looking forward to seeing Toby, Andrew, Fabian and Maria get revenge on Malvolio. Another point is, in Act 2 scene 5, the audience discover more about Malvolios character when he is in the garden talking to himself. He is revealing his true character because he thinks he is alone. We discover that in reality he is quite vein and thinks he has more importance that he does: he has been yonder I the sun practising behaviour to his own shadow. He jumps to conclusions when he finds the letter and automatically assumes it is for him: M, Malvolio; M why, that begins my name! Then he says: To be count Malvolio already putting himself into a higher position. This makes the audience think he is arrogant and they cannot wait to see him humiliated. In addition, the stage arrangement also adds to the drama and suspense of this scene. Malvolio is at the front of the stage, thinking he is alone, but secretly Sir Toby, Sir Andrew and Fabian are hiding behind a bush in the garden. This adds to the tension because the audience know the other characters are there and can hear everything. Malvolio starts to pretend to order Toby around: you must amend your drunkenness. This makes Sir Toby angry and he starts to speak out loud: shall this fellow live? This builds suspense as the audience wonder if he is going to blow his cover and spoil the plot. As he gets more angry he speaks louder and louder and the audience get more and more tense as they wonder what will happen. This keeps them interested and involved. Further more, dramatic Irony also contributes to the drama of Act 2 Scene 5 because the audience know that Malvolio is being tricked and therefore feel they are part of the plot to humiliate him. They enjoy watching this happen because they dislike him and so enjoy watching him build up false hope when really none of what he believes is true. They are looking forward to seeing what is going to happen because they know he is going to make a fool of himself and therefore they feel more involved because they know something Malvolio does not. Moreover, Shakespeares language plays an important part in the play because it reminds us of the theme of the scene. Malvolio begins to use Thou when referring to Olivia, making him seem more important and of higher authority as he already feels equal to her. The audience dont like this because they already know he is full of self importance and arrogant. They react by becoming more eager for him to be humiliated. Shakespeare also uses hunting imagery and insults and to remind the audience that Malvolio is going to be caught: Here comes the trout, that must be caught with tickling. This suggests that Malvolio is being compared to an animal and is being hunted down. Therefore, it reminds the audience that Malvolio is not as important as he thinks and he is just a source of entertainment to Toby, Andrew and Fabian. .u610eba8be5a71adeb9c641fe0677937a , .u610eba8be5a71adeb9c641fe0677937a .postImageUrl , .u610eba8be5a71adeb9c641fe0677937a .centered-text-area { min-height: 80px; position: relative; } .u610eba8be5a71adeb9c641fe0677937a , .u610eba8be5a71adeb9c641fe0677937a:hover , .u610eba8be5a71adeb9c641fe0677937a:visited , .u610eba8be5a71adeb9c641fe0677937a:active { border:0!important; } .u610eba8be5a71adeb9c641fe0677937a .clearfix:after { content: ""; display: table; clear: both; } .u610eba8be5a71adeb9c641fe0677937a { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u610eba8be5a71adeb9c641fe0677937a:active , .u610eba8be5a71adeb9c641fe0677937a:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u610eba8be5a71adeb9c641fe0677937a .centered-text-area { width: 100%; position: relative ; } .u610eba8be5a71adeb9c641fe0677937a .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u610eba8be5a71adeb9c641fe0677937a .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u610eba8be5a71adeb9c641fe0677937a .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u610eba8be5a71adeb9c641fe0677937a:hover .ctaButton { background-color: #34495E!important; } .u610eba8be5a71adeb9c641fe0677937a .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u610eba8be5a71adeb9c641fe0677937a .u610eba8be5a71adeb9c641fe0677937a-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u610eba8be5a71adeb9c641fe0677937a:after { content: ""; display: block; clear: both; } READ: Dramatic devices and the theme of responsibility EssayFinally, Marias final speech at the end of the scene adds to the drama because it sums up the whole scene and reminds us of what is going to happen next. He will come to her in yellow stockings, and tis a colour she abhors. She is talking to Sir Toby, Sir Andrew, Fabian and the audience. This involves the audience in the plot once again and leaves them in suspense waiting for the revenge on Malvolio. She says: if you will see it follow me. She is inviting the audience to watch the rest of the play and involving them in the plot. Sir Toby then ends the scene by saying: To the gates of tartar, thou most excellent devil of wit. He is urging the play on and filling the audience with excitement and anticipation. Therefore, in conclusion, it is clear that Shakespeare has successfully made this a dramatic scene. His use of stage directions, dramatic irony, language and imagery has created a build up of tension by revealing Malvolios true character, involving the audience in the plot and making them look forward in anticipation to the rest of the play.