Impact of FMCG food Packaging on Consumer Buying Behaviour

Impact of FMCG food Packaging on Consumer Buying Behaviour Chapter 1 Introduction   Preliminary Data Gathering 1.1: Introduction to the Report: During the last two decades many important developments in the position of food in daily life of consumers and producers takes place. In earlier times consumers were self sufficient, but during the last two decades things have been changed and there was a rapid development in the industrialization of food packaging communication process. So this research study focuses on the area of Packaging which is one of the most important elements of marketing mix and many marketers had considered packaging as a fifth ‘P , while the other four Ps are Product, Placement, Promotional and Price. So packaging is used as an important marketing tool. In marketing terms, Packaging can be defined as: â€Å"All the activities of designing and producing the container or wrapper of a product, Packaging is a structure designed to contain a commercial food product, i.e. to make it easier and safer to transport, to protect the product against contamination or loss, degradation or damage and to produce a convenient way to dispense the product† 1. Packaging mainly can be divided into three types, i.e. Consumer Packaging, Transport packaging and Food Packaging. This study is specified only to food packaging as food packaging industry requires packaging material that provides efficient barriers, preserves product effectively and therefore increases the shelf life of the product 2. However packaging is criticized largely from the environmental point of view, because many researchers think that packaging is depleting natural resources, as certain form of packages are health hazards, and there is a significant problem of disposing of these packages. Marketing researchers have to deal with these criticisms, and must enhance the positive features of packaging, like product protection, preservation, containment, communication, consumer convenience and marketing support 3. In context of above description, this study is basically consists of observations, surveys and interview from the consumers not only to determine how packaging of existing FMCG food products contain, preserve, and communicate the buyer, but the new food products too, because the variables for selecting the existing food products are different from the variables for selecting the new FMCG food products, secondly to know the importance of packaging on their buying decision process both for existing and new products, how they get influence, and how a good quality and attractive packaging convince them to buy particular FMCG food products. 1.2: Background of the study: The professional fields are becoming more and more challenging and competitive in the present arena. So, in order to endure and be successful in any field, you must have the deep knowledge and appropriate skills of the concerned field. In fact this is true about the fields of management sciences, in which the Knowledge and skills of a person can be polished, if he goes through some practical experiences. Therefore this study is mainly conducted to have the knowledge of practical business situations, because the theoretical knowledge might not always match with the practical situations, where we do businesses. Therefore this would be the socialization to the market in a sense of applying our theoretical knowledge in the practical fields. In this regard, I have selected the area of Packaging for my research study which carries a great concern in the present arena because in the last one and half decade the importance of packaging has been actualized immensely and by having packaging knowledge and designing skills, practically you can enhance your capabilities. Packaging has covered all the consumer tangible goods in order to create and enhance the marketing efforts. According to â€Å"International Association of Packaging Research Institutes† IAPRI, the packaging technology has gone through a significant and fast exploitation in recent years, and globally the packaging material and machinery industry is estimated to be worth of $ 500 billion per year representing almost 1-2 % of the GDP industrialized country, and over 100, 00 packaging manufacturing companies have employed approx 5 million people to serve all packaging business manufacturers company 4. 1.3: Introduction to the topic: The topic for my research is â€Å"A Survey on the Impact influence of FMCG food Packaging on Consumer Buying Behavior† in which we will try to explore the variables of packaging not only for the existing food products but for the new products too, which attracts consumer behavior and influence them to buy. 1.3.1: Importance of Packaging: Many researchers together with Price, Promotion, Placement and Product considers Packaging as a fifth â€Å"P† as a marketing tools, because they think that packaging is a face of a product which actually refers to the material that servers to contain, identify, describe, protect, display and promote a specific product. The main objectives of packaging are to keep the food in good condition until it is sold or have been consumed and to encourage the consumer to buy it again and again. Correct packaging is essential to achieve above given objectives. Yearly billion of pounds are spent on packaging food. 1.3.2: Functions of Packaging: There are many protecting functions and purposes of packaging that influence consumers to buy a particular product.The various functions of packaging can be divided into three main types: Primary, secondary and tertiary (additional Functions). Primary functions concerned with the technical nature of the product while the secondary and tertiary functions are related to communications. The Primary Functions of packaging are to protect and storage of a product from loss, damage or any kind of deterioration from environmental conditions such as humidity, temperature, precipitation and solar radiation. i.e.; the durability of a package, because people wants material that will really protect the product they bought and something that can resist handling and shipping. The Secondary and Tertiary Functions of packaging are the sales, promotional, service and guarantee functions. The main intentions of sales function of package is to promote the sales processes and to make it more effective and efficient, therefore in designing a package promotional materials should be placed at right place, because it plays an important role to communicate about the product functions, features, and other informational elements. The various informational elements such as product features, manufacturing and expiry date, ingredients information, nutritional information, food labeling etc. provides the consumer with details about the contents and use of a particular product. Therefore these promotional materials should be properly placed on the package in order to attract the potential consumers attention and to have a positive impact on their buying behavior 5. 1.3.3: Consumer Buying Behavior: The other main concern of the study is to know about consumer buying behavior or consumer decisions making process and how packaging can influence them to buy a particular product. Marella in one of her articles about packaging defines consumer buying behavior as the process by which â€Å"individuals search, select, purchase, use, and dispose of goods and services, in satisfaction of their need and want†. When consumers need to purchase something, they usually go for the brands which are trustworthy and try not to seek other products such as new products or the brand which they dont know at all 6. Therefore at the point of purchase what communicates or influence consumer to buy particular product is only ‘Packaging. Similarly quality judgments are significantly influence by the product characteristics reflected by the packaging because packaging acts as a communicator, and it underlines overall features and functions of a product that lies in it such as informational el ements, product features, material used etc. So if the package is well design and attractive enough, consumer will likely to buy it especially in the case of new products. So, it is important that products should be well and attractive packaged to gain consumer attention. 1.4: Purpose of the Study: Success of a product depends on developing a strong relationship with consumer through an affective and efficient synergetic marketing mix, in which ‘Packaging† is one of the main elements to influence because packaging is the language of a product which only communicate to the consumer without any interpreter and has an immense effect on purchase decision. Most Fast Moving Consumer Goods (FMCG) is low involvement products. In low involvement, â€Å"consumers do not search extensively for information about the brands, evaluate their characteristics, and make a weighty decision on which brand to buy†, and as packaging plays an important role in success of a brand and on a retail shelf it is the last opportunity to influence the consumer to buy, so the main purpose of this research, so this study will be conducted with an idea of knowing the impact influence of packaging on the purchase decision of FMCG food products, which are mostly consumed frequently and also to know the experiences of the ultimate consumers about packaging. The research study is basically conducted to apply my theoretical knowledge of marketing in the practical field of professionals by interviewing different consumers and to know their views and preferences towards the importance of food packaging. The objective of the research study will be focused on: To know consumer awareness about packaging. To examine the influence of existing and new FMCG food products packaging on consumer buying behavior. To examine consumer experience of purchasing packaged food products. To understand how packaging can influence them to purchase their decision powers To know whether a good and attractive packaging of FMCG food products can influence consumers to buy it or not? Beside this the research is the partial fulfillment of the requirement for the Degree of Bachelors of Business Administration and the submission to the Institute of Management Sciences, Peshawar. 1.5: Methodology of the report: This study has been conducted with the following procedures: 1.5.1: Reading Articles Reading articles are the formation of the strongest foundation. For this research study I have been reading and looking at different articles and research studies both in libraries as well as through Internet and searching through digital libraries the literature of the my research study. 1.5.2: Questionnaires The data for my research study has been collected from a representative sample of 200 people, who are responsible for purchasing the household food products and are also the ultimate consumers of the packaged food products. The sample from population was derived from shoppers at different geographical areas of Peshawar. The questionnaire was initially put to pilot testing on 5 respondents for clarity and validity. Through the use of questions related to the study, the respondents were highly encouraged to express their opinions. The questionnaire comprised of few questions, grouped in five sections: Visual Impact, Brand Information, food labeling and nutrition information, and new products purchasing. The impact of these variables is analyzed in the Analysis section. Responses of the consumers have been converted to frequencies and percentages by using SPSS software through which I developed the Bar chart or Histogram in order to explain the degree of impact of mentioned variables on the purchase decision I have also used the Pie chart method in order to find the most influencing variable on the purchase decision. 1.6: Scope of the Study The Scope for my research study is limited to Peshawar city and the sample for my research has also been taken from the population of Peshawar city for collecting primary data. The market, which has been surveyed, is limited to the consumers in Peshawar region. The reader of this research report will be able to understand the preferences of consumers about the packaging especially the food packaging, because consumers are more connected to the food industry. And also they would be having better understanding that how packaging can influence consumers purchase decision? Besides, this research study will also show the knowledge and understanding of packaging features and roles in the marketing efforts and new demands from the packaging industries as far as consumers are concerned. 1.7: Limitations The first hurdle that I have faced is the unavailability of the secondary data about our local markets consumers therefore, in this stage I had the difficulty to find the relevant data as far as my study of research is concerned. Another limitation is the difficulty in collecting primary data in the market as I have used Questionnaire method but mostly respondents were not familiar about that how to understand and respond to a question being asked. Third limitation is time constraint, which is again a pressure on us to finalize the research report which might caused this research report be deficient in order to cover every aspect of my research study but still I made the best of it. 1.8: Sampling The study population comprised of 200 people who are the ultimate consumers of packaged food products. The sample has been drawn from supermarkets located in different geographical areas in Peshawar and also collected data from the respondents in the universities. For my studies I used stratified sampling method and judgment sampling method. I divide my sample into three main stratas like those males which got the purchasing power and do purchase regardless of the family members, second those female households which ultimately got the purchasing power, and lastly childrens. For childrens I used judgment sampling method. 1.9: Scheme of Report This report is organized in five main sections. Section 1 consists of one chapter that describes the introduction of the report, objectives and the purpose of the report. Section 2 consists of two chapters that constitute literature of this study and Different variables involved, respectively. Section 3 also consists of two chapters in which theoretical framework and nature of the research, i.e. research design has been describe. In Section 4 there is one chapter in which the data analysis has been done and the last Section, which is Section 5, consists of one chapter that mainly includes the Conclusion and Recommendations of this Research Study. References Cited: (1) Marketing Dictionary, Small Business Encyclopedia: Packaging, Web Link: http://www.answers.com/topic/packaging (2) Peters-Texeira, A., Badrie, N. (2005). Consumers perception of food packaging in Trinidad, West Indies and its related impact on food choices. International Journal of Consumer Studies, 29(6), 508-514. Retrieved from E-Journals database. (3) M. Sehrawet and S.C. Kundu, (2007), â€Å"Buying behavior of rural and urban consumers in India: the impact of packaging†, International Journal of Consumer Studies Vol:31, pp630-638 (4): Packaging Research: Background to Packaging, Online Available at: http://www.iapriweb.org/packaging_research.html (5): Transport information System, Functions of Packaging. Online Availabale at: http://www.tis-gdv.de/tis_e/verpack/funktion/funktion.htm#anfang#anfang (6): Marella, Does product packaging significantly influence consumer buying behavior? Online Available at: http://www.helium.com/items/1582891-packaging-affecting-consumer-behavior Chapter 2 Literature Review Literature Review: 2.1 Introduction: This chapter presents the results of a comprehensive literature search in several aspects to this work. The prime objective of this literature survey is to identify those variables, which are involved in this research study about perception of food packaging, that how consumer perceive about food packaging in industry and how they are influence the purchase of consumer decision in choosing any FMCG food products. 2.2 Packaging Definition: Packaging can be defined as, â€Å"All the activities of designing and producing the container or wrapper of a product†. The container is called package. Packaging is a structure designed to contain a commercial food product, i.e. to make it easier and safer to transport, to protect the product against contamination or loss, degradation or damage and to produce a convenient way to dispense the product 1. Packaging also refers as a container, silent salesperson or a wrapper for a consumer product that assists a number of functions including protection and description of the product, contents and product marketing promotion. Creatively and innovatively designed packages actually add value to the product, if it meets a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry, and non breakability. The labels on packages such as informational elements, nutritional elements, ingredients elements, brand information are such type of important components of the packages which enhance the overall marketing mix and can support advertising claims, build brand identity, heighten name recognition, and optimize shelf space allocations. When designing a packaging, the monetary value to manufacture, shipment, and display the package must be efficiently calculated. However, regarding to the packaging size and shape, the package must be design in a way that if it is small, then it should be small enough to accommodate available shelf space and large enough to dissuade theft. Furthermore, creatively designed packages must highlights the benefits of the product and contain an adequate amount of product to keep the per unit price competitive 2.3 Packaging Evolution: In early times, Before the World War II, Packaging was primarily used and was often standardized to surround and protect products during storage, transportation, and distribution. The main role of packaging was to ensure the preservation and transportation of products and even for ease-of-use by the end consumer, but package design was typically left to technicians. However, After World War II, things were changed and companies became more interested in mass production and development of packaging and invest more in marketing and promotion tools as a means of alluring customers to purchase their products. As a result of which many manufacturers began to view packaging as an essential element of overall business marketing strategies to lure buyers. This industry revolution and increased attention to packaging concurred with socioeconomic changes that were taking place around the world and on other hand with passage of time the consumers were becoming better educated, as a result of which their expectations of product, packaging designs and their trust on them was increased as well. Therefore, consumer began to rely much more heavily on manufactured goods and processed food items. New technologies related to production, manufacturer, storage distribution, and preservatives led to a massive increase in the number and type of products and brands available in industrialized nations. Thus, packaging became a vital means of differentiating items and informing busy consumers. Packaging today, is regarded, as an essential part of a successful business practice. Package design became a marketing mix promotion tool, and as a new corporate cost-consciousness developed in response to increased competition, companies began to alter packaging techniques as a way to cut production, storage, and distribution expenses. Furthermore, marketers began to view packaging as a successful marketing tool to feat existing product lines by adding new items and to ticker new life into maturing product line 2. 2.4: Packaging Attributes: Food products brands use a range of packaging attributes, which comprises of packaging colors, packaging designs, shapes, messages, and symbols (Pinya Silayoi Mark Speece, Oct, 2004) 1. These attributes attracts and sustains the attention of consumers and help them to identify with the images presented. The importance of packaging design and the use of packaging as a vehicle for communication and branding are growing in packaged food competitive markets. Consumers intentions to purchase packaged products depend on the degree of extent to which consumers expect that the product will satisfy their need when they will consume it. But there are certain situations when they havent even heard about the products so much while entering into the stores, (especially in the case of new products) so the intentions to purchase that very particular product is basically determined by what is communicated at the point of sale. So, at the time of sale when the product is not familiar to the consumer, the only factor that attracts consumers to purchase is Packaging which is also called as Silent Salesperson. It acts as s silent salesperson and became a critical factor when the consumer decision making process is in progress, and how they perceive it depends upon the communication elements, which become the key factor to success for marketing strategies. Now to achieve that communication goal effectively and to optimize the potential of packaging, the marketers and the package designers must have to consider consumer perception point, their past experiences, their needs wants, and understand how packaging design layouts get consumers to notice the package and notice messages on the package and evaluate packaging design and labeling for their effectiveness in the communication effort because it is also important to notice that not all consumers evaluate the packaging in the same way. 2.5 Packaging Functions and Elements: Pinya Silayoi and Mark Speece (2004), defines the basic functions of packaging logistically and marketing by their role. The logistical function of packaging is mainly to protect the product from incidence of damage, spoilage or loss through theft or misplace goods during movement through the distribution channel. While in the context of marketing function, the packaging should be attractive enough and well design, so that it conveys the message of product attributes clearly. Now whatever the logical considerations of packaging, the marketing function of packaging attributes plays a vital role as a communicator and it is only the package that sells the product by attracting and communicating the consumers, and allows the product to be comprised, divvy up, unitized and protected. Quality judgments are largely influenced by product charactertics reflected by packaging, because packages overall features can underline the uniqueness and originality of the product. If the packaging attributes communicates high quality, consumers assume that the product is of high quality. However if the package symbolizes or communicates low quality, consumers transfer this low quality perception to the product itself. So the packaging acts as communicator and communicates favorable or unfavorable implied meaning about the product. Mark Speece (2004) suggests that consumers are more likely to spontaneously imagine aspects of how a product looks tastes, feels, smells, or sounds while they are viewing a product picture on the package. A review of the above literature indicates that there are mainly four packaging elements potentially affecting consumer purchase decisions. They can be separated into two categories; visual and informational elements. The visual elements consist of graphics, images size and shape of packaging. Informational elements relate to product information and information about the technologies used in the package. However the product information can further be categorized into food labeling, ingredients information, nutrition information, usage detail, and manufacturers / company details, manufacturing and expiry information etc. 2.6: Variables of Packaging: 2.6.1: Visual Elements: 2.6.1.1: Graphics and Color: The implication of graphics is explained by the images created on the product. Graphics designs are visual presentations which include layout, color combinations, typography, and product photography all of which create a positive and distinctive image. For consumers, the package is the product, and different consumers respond to different packages in different ways depending on their involvement level (Silayoi Speece, 2004). For low involvement products, such as FMCG, where initial impressions formed during initial contact can have lasting impact and where evaluation of attributes is less important in decision making, here then a highly noticeable factor such as graphics and colors becomes more important (Grossman and Wisenblit, 1999) (3). On the other hand, the behavior of consumers towards high involvement products is mostly influenced by image issues. For low involvement, there is a strong impact on consumer decision making from the development of the market through marketing com munications, including image building (Kupiec and Revell, 2001). (4) 2.6.1.2: Placement of Visual Impact Elements Matters: In packaging layouts, the placement of visual elements also plays an important role for consumer psyche, because a psychic research of Rettie and Brewer, (2000) (5) indicates that brain laterality results in an asymmetry in the perception of elements in packaging designs. The recall of package elements/attributes is likely to be influenced by their lateral pass position on the package, as well as by other usually recognized factors, such as font color, font size and font style. Research shows that for verbal stimuli recall is better when the copy is on the right-hand side of the package, and better for non-verbal stimuli when it is on the left-hand side. This may imply that, in order to maximize consumers recall, pictorial elements, such as product photography, typography, it should be positioned on the left-hand side of the package. Grossman and Wisenblit (1999) (6), says in their research that consumers also learn color associations, which lead them to prefer certain colors for certain product categories. For a unique particular brand, using color as a clue on packaging can nurture a potentially strong association. However people in different cultures are exposed to different colors and according their own culture they develop different color preferences. So as a marketer, color consideration should be the part of their marketing strategies and by keeping in mind the color consideration according to people perception in different culture, colors of a particular logo, package or product design should be done after a thorough understanding of color association according to culture. 2.6.1.3: Packaging Size and Shape: Silayoi and Speece, (2004) states that in packaging, the other visual elements such as size and shape are also important in consideration. Package size, shape and elongation also affect consumer judgments and considerations. Consumers use these things as simplifying visual heuristics to make volume judgments. They generally perceive more elongated packages to be larger. In case of sizes, especially for generic products, different sizes of packages may appeal to consumer with different involvement level. Usually generic products are packaged in larger sizes, which communicate to consumers who are specifically looking for good deals. So, this implies that when the product quality is hard to determine, as with generics, the packaging size effect is important. Thus elongating the shape, within acceptable bound, should result in consumer thinking of the package as better value for money also conceivably affect perceived volume. 2.6.2: Informational Elements 2.6.2.1: Product Information Product information includes information elements, such as food labeling, nutrition information, health information, ingredients information, manufactures date, expiry date. In high involvement level, the behavior of consumers toward product characterized is less influenced by image issues, graphical and visual response, in such cases consumer seeks product information which is one of the important packaging functions to communicate. (Kupiec and Revell, 2001; Silayoi and Speece, 2004). (7) Written information on the package can assists consumers in making their decisions carefully as they consider product characteristics. Package layout is important for information presentation. Food labeling is considered as significant information on packaging and a recent study shows that 90 percent of the consumers trends towards healthier eating have highlighted the importance of labeling, which also allows consumers the opportunity to cautiously consider alternatives and make informed food choices. However, packaging information can create confusion by conveying either too much misleads the inaccurate information. Manufacturers and package designers often use very small fonts and very dense writing styles to pack extensive information on the label, which lead to poor readability and sometimes confusion. As confusion can affect consumer decision quality, So Mitchell and Papavassiloiu (1999) (8), suggests that consumer confusion of information overload can be reduced by narrowing down their choice sets, because by reducing their choice alternatives and evaluation attributes decreases the probability that they will be confused by excessive choice and information overload. This strategy could also be applied to more experience consumers, because loyal consumers potentially look fewer brand alternatives. So, it is the experience which makes consumer more selectively perspective and restrict the scope of their choices. Hughes (1998) (9), in one of his journals grabs the attention towards involvement level, that sometimes involvement level reflects the extent of personal relevance of the individuals personal goals, basic values and self concept. If the product does not stimuli much interest, consumers do not give much attention to it. High involvement level shows more personal relevance. In general, consumer acquisition of low involvement products is often done without carefully examining brand and product information. This lack of commitment suggests that information on the package would carry relatively less value in such cases. On the other hand, more highly involved consumers evaluate message information more carefully, relying on the message to form their attitudes and purchase intentions (Silayoi and Speece, 2004). 2.6.2.2: Packaging Technology Packaging for the FMCG food products in market plays a vital role in promoting the product to the customer, as well as carrying informative and legislative detail. Combining these roles requires commercial awareness, detailed knowledge of the relevant technologies, creative image care and consideration of the effect of colors, typography, photography that must support the product or brand. Design and technology of packaging decoration for the users market guides you through the technical and commercial factors to consider when planning the decoration, or label, of a package (10). Technology is basically somewhat related to the informational elements, because packaging technology conveys informational messages such as nutrition, health, ingredients which is linked to the consumer life style, so the technology of packaging development that constrained in the message communicated through technology must fulfill consumers need criteria. Consumers are even often prepared to pay slightl Impact of FMCG food Packaging on Consumer Buying Behaviour Impact of FMCG food Packaging on Consumer Buying Behaviour Chapter 1 Introduction   Preliminary Data Gathering 1.1: Introduction to the Report: During the last two decades many important developments in the position of food in daily life of consumers and producers takes place. In earlier times consumers were self sufficient, but during the last two decades things have been changed and there was a rapid development in the industrialization of food packaging communication process. So this research study focuses on the area of Packaging which is one of the most important elements of marketing mix and many marketers had considered packaging as a fifth ‘P , while the other four Ps are Product, Placement, Promotional and Price. So packaging is used as an important marketing tool. In marketing terms, Packaging can be defined as: â€Å"All the activities of designing and producing the container or wrapper of a product, Packaging is a structure designed to contain a commercial food product, i.e. to make it easier and safer to transport, to protect the product against contamination or loss, degradation or damage and to produce a convenient way to dispense the product† 1. Packaging mainly can be divided into three types, i.e. Consumer Packaging, Transport packaging and Food Packaging. This study is specified only to food packaging as food packaging industry requires packaging material that provides efficient barriers, preserves product effectively and therefore increases the shelf life of the product 2. However packaging is criticized largely from the environmental point of view, because many researchers think that packaging is depleting natural resources, as certain form of packages are health hazards, and there is a significant problem of disposing of these packages. Marketing researchers have to deal with these criticisms, and must enhance the positive features of packaging, like product protection, preservation, containment, communication, consumer convenience and marketing support 3. In context of above description, this study is basically consists of observations, surveys and interview from the consumers not only to determine how packaging of existing FMCG food products contain, preserve, and communicate the buyer, but the new food products too, because the variables for selecting the existing food products are different from the variables for selecting the new FMCG food products, secondly to know the importance of packaging on their buying decision process both for existing and new products, how they get influence, and how a good quality and attractive packaging convince them to buy particular FMCG food products. 1.2: Background of the study: The professional fields are becoming more and more challenging and competitive in the present arena. So, in order to endure and be successful in any field, you must have the deep knowledge and appropriate skills of the concerned field. In fact this is true about the fields of management sciences, in which the Knowledge and skills of a person can be polished, if he goes through some practical experiences. Therefore this study is mainly conducted to have the knowledge of practical business situations, because the theoretical knowledge might not always match with the practical situations, where we do businesses. Therefore this would be the socialization to the market in a sense of applying our theoretical knowledge in the practical fields. In this regard, I have selected the area of Packaging for my research study which carries a great concern in the present arena because in the last one and half decade the importance of packaging has been actualized immensely and by having packaging knowledge and designing skills, practically you can enhance your capabilities. Packaging has covered all the consumer tangible goods in order to create and enhance the marketing efforts. According to â€Å"International Association of Packaging Research Institutes† IAPRI, the packaging technology has gone through a significant and fast exploitation in recent years, and globally the packaging material and machinery industry is estimated to be worth of $ 500 billion per year representing almost 1-2 % of the GDP industrialized country, and over 100, 00 packaging manufacturing companies have employed approx 5 million people to serve all packaging business manufacturers company 4. 1.3: Introduction to the topic: The topic for my research is â€Å"A Survey on the Impact influence of FMCG food Packaging on Consumer Buying Behavior† in which we will try to explore the variables of packaging not only for the existing food products but for the new products too, which attracts consumer behavior and influence them to buy. 1.3.1: Importance of Packaging: Many researchers together with Price, Promotion, Placement and Product considers Packaging as a fifth â€Å"P† as a marketing tools, because they think that packaging is a face of a product which actually refers to the material that servers to contain, identify, describe, protect, display and promote a specific product. The main objectives of packaging are to keep the food in good condition until it is sold or have been consumed and to encourage the consumer to buy it again and again. Correct packaging is essential to achieve above given objectives. Yearly billion of pounds are spent on packaging food. 1.3.2: Functions of Packaging: There are many protecting functions and purposes of packaging that influence consumers to buy a particular product.The various functions of packaging can be divided into three main types: Primary, secondary and tertiary (additional Functions). Primary functions concerned with the technical nature of the product while the secondary and tertiary functions are related to communications. The Primary Functions of packaging are to protect and storage of a product from loss, damage or any kind of deterioration from environmental conditions such as humidity, temperature, precipitation and solar radiation. i.e.; the durability of a package, because people wants material that will really protect the product they bought and something that can resist handling and shipping. The Secondary and Tertiary Functions of packaging are the sales, promotional, service and guarantee functions. The main intentions of sales function of package is to promote the sales processes and to make it more effective and efficient, therefore in designing a package promotional materials should be placed at right place, because it plays an important role to communicate about the product functions, features, and other informational elements. The various informational elements such as product features, manufacturing and expiry date, ingredients information, nutritional information, food labeling etc. provides the consumer with details about the contents and use of a particular product. Therefore these promotional materials should be properly placed on the package in order to attract the potential consumers attention and to have a positive impact on their buying behavior 5. 1.3.3: Consumer Buying Behavior: The other main concern of the study is to know about consumer buying behavior or consumer decisions making process and how packaging can influence them to buy a particular product. Marella in one of her articles about packaging defines consumer buying behavior as the process by which â€Å"individuals search, select, purchase, use, and dispose of goods and services, in satisfaction of their need and want†. When consumers need to purchase something, they usually go for the brands which are trustworthy and try not to seek other products such as new products or the brand which they dont know at all 6. Therefore at the point of purchase what communicates or influence consumer to buy particular product is only ‘Packaging. Similarly quality judgments are significantly influence by the product characteristics reflected by the packaging because packaging acts as a communicator, and it underlines overall features and functions of a product that lies in it such as informational el ements, product features, material used etc. So if the package is well design and attractive enough, consumer will likely to buy it especially in the case of new products. So, it is important that products should be well and attractive packaged to gain consumer attention. 1.4: Purpose of the Study: Success of a product depends on developing a strong relationship with consumer through an affective and efficient synergetic marketing mix, in which ‘Packaging† is one of the main elements to influence because packaging is the language of a product which only communicate to the consumer without any interpreter and has an immense effect on purchase decision. Most Fast Moving Consumer Goods (FMCG) is low involvement products. In low involvement, â€Å"consumers do not search extensively for information about the brands, evaluate their characteristics, and make a weighty decision on which brand to buy†, and as packaging plays an important role in success of a brand and on a retail shelf it is the last opportunity to influence the consumer to buy, so the main purpose of this research, so this study will be conducted with an idea of knowing the impact influence of packaging on the purchase decision of FMCG food products, which are mostly consumed frequently and also to know the experiences of the ultimate consumers about packaging. The research study is basically conducted to apply my theoretical knowledge of marketing in the practical field of professionals by interviewing different consumers and to know their views and preferences towards the importance of food packaging. The objective of the research study will be focused on: To know consumer awareness about packaging. To examine the influence of existing and new FMCG food products packaging on consumer buying behavior. To examine consumer experience of purchasing packaged food products. To understand how packaging can influence them to purchase their decision powers To know whether a good and attractive packaging of FMCG food products can influence consumers to buy it or not? Beside this the research is the partial fulfillment of the requirement for the Degree of Bachelors of Business Administration and the submission to the Institute of Management Sciences, Peshawar. 1.5: Methodology of the report: This study has been conducted with the following procedures: 1.5.1: Reading Articles Reading articles are the formation of the strongest foundation. For this research study I have been reading and looking at different articles and research studies both in libraries as well as through Internet and searching through digital libraries the literature of the my research study. 1.5.2: Questionnaires The data for my research study has been collected from a representative sample of 200 people, who are responsible for purchasing the household food products and are also the ultimate consumers of the packaged food products. The sample from population was derived from shoppers at different geographical areas of Peshawar. The questionnaire was initially put to pilot testing on 5 respondents for clarity and validity. Through the use of questions related to the study, the respondents were highly encouraged to express their opinions. The questionnaire comprised of few questions, grouped in five sections: Visual Impact, Brand Information, food labeling and nutrition information, and new products purchasing. The impact of these variables is analyzed in the Analysis section. Responses of the consumers have been converted to frequencies and percentages by using SPSS software through which I developed the Bar chart or Histogram in order to explain the degree of impact of mentioned variables on the purchase decision I have also used the Pie chart method in order to find the most influencing variable on the purchase decision. 1.6: Scope of the Study The Scope for my research study is limited to Peshawar city and the sample for my research has also been taken from the population of Peshawar city for collecting primary data. The market, which has been surveyed, is limited to the consumers in Peshawar region. The reader of this research report will be able to understand the preferences of consumers about the packaging especially the food packaging, because consumers are more connected to the food industry. And also they would be having better understanding that how packaging can influence consumers purchase decision? Besides, this research study will also show the knowledge and understanding of packaging features and roles in the marketing efforts and new demands from the packaging industries as far as consumers are concerned. 1.7: Limitations The first hurdle that I have faced is the unavailability of the secondary data about our local markets consumers therefore, in this stage I had the difficulty to find the relevant data as far as my study of research is concerned. Another limitation is the difficulty in collecting primary data in the market as I have used Questionnaire method but mostly respondents were not familiar about that how to understand and respond to a question being asked. Third limitation is time constraint, which is again a pressure on us to finalize the research report which might caused this research report be deficient in order to cover every aspect of my research study but still I made the best of it. 1.8: Sampling The study population comprised of 200 people who are the ultimate consumers of packaged food products. The sample has been drawn from supermarkets located in different geographical areas in Peshawar and also collected data from the respondents in the universities. For my studies I used stratified sampling method and judgment sampling method. I divide my sample into three main stratas like those males which got the purchasing power and do purchase regardless of the family members, second those female households which ultimately got the purchasing power, and lastly childrens. For childrens I used judgment sampling method. 1.9: Scheme of Report This report is organized in five main sections. Section 1 consists of one chapter that describes the introduction of the report, objectives and the purpose of the report. Section 2 consists of two chapters that constitute literature of this study and Different variables involved, respectively. Section 3 also consists of two chapters in which theoretical framework and nature of the research, i.e. research design has been describe. In Section 4 there is one chapter in which the data analysis has been done and the last Section, which is Section 5, consists of one chapter that mainly includes the Conclusion and Recommendations of this Research Study. References Cited: (1) Marketing Dictionary, Small Business Encyclopedia: Packaging, Web Link: http://www.answers.com/topic/packaging (2) Peters-Texeira, A., Badrie, N. (2005). Consumers perception of food packaging in Trinidad, West Indies and its related impact on food choices. International Journal of Consumer Studies, 29(6), 508-514. Retrieved from E-Journals database. (3) M. Sehrawet and S.C. Kundu, (2007), â€Å"Buying behavior of rural and urban consumers in India: the impact of packaging†, International Journal of Consumer Studies Vol:31, pp630-638 (4): Packaging Research: Background to Packaging, Online Available at: http://www.iapriweb.org/packaging_research.html (5): Transport information System, Functions of Packaging. Online Availabale at: http://www.tis-gdv.de/tis_e/verpack/funktion/funktion.htm#anfang#anfang (6): Marella, Does product packaging significantly influence consumer buying behavior? Online Available at: http://www.helium.com/items/1582891-packaging-affecting-consumer-behavior Chapter 2 Literature Review Literature Review: 2.1 Introduction: This chapter presents the results of a comprehensive literature search in several aspects to this work. The prime objective of this literature survey is to identify those variables, which are involved in this research study about perception of food packaging, that how consumer perceive about food packaging in industry and how they are influence the purchase of consumer decision in choosing any FMCG food products. 2.2 Packaging Definition: Packaging can be defined as, â€Å"All the activities of designing and producing the container or wrapper of a product†. The container is called package. Packaging is a structure designed to contain a commercial food product, i.e. to make it easier and safer to transport, to protect the product against contamination or loss, degradation or damage and to produce a convenient way to dispense the product 1. Packaging also refers as a container, silent salesperson or a wrapper for a consumer product that assists a number of functions including protection and description of the product, contents and product marketing promotion. Creatively and innovatively designed packages actually add value to the product, if it meets a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry, and non breakability. The labels on packages such as informational elements, nutritional elements, ingredients elements, brand information are such type of important components of the packages which enhance the overall marketing mix and can support advertising claims, build brand identity, heighten name recognition, and optimize shelf space allocations. When designing a packaging, the monetary value to manufacture, shipment, and display the package must be efficiently calculated. However, regarding to the packaging size and shape, the package must be design in a way that if it is small, then it should be small enough to accommodate available shelf space and large enough to dissuade theft. Furthermore, creatively designed packages must highlights the benefits of the product and contain an adequate amount of product to keep the per unit price competitive 2.3 Packaging Evolution: In early times, Before the World War II, Packaging was primarily used and was often standardized to surround and protect products during storage, transportation, and distribution. The main role of packaging was to ensure the preservation and transportation of products and even for ease-of-use by the end consumer, but package design was typically left to technicians. However, After World War II, things were changed and companies became more interested in mass production and development of packaging and invest more in marketing and promotion tools as a means of alluring customers to purchase their products. As a result of which many manufacturers began to view packaging as an essential element of overall business marketing strategies to lure buyers. This industry revolution and increased attention to packaging concurred with socioeconomic changes that were taking place around the world and on other hand with passage of time the consumers were becoming better educated, as a result of which their expectations of product, packaging designs and their trust on them was increased as well. Therefore, consumer began to rely much more heavily on manufactured goods and processed food items. New technologies related to production, manufacturer, storage distribution, and preservatives led to a massive increase in the number and type of products and brands available in industrialized nations. Thus, packaging became a vital means of differentiating items and informing busy consumers. Packaging today, is regarded, as an essential part of a successful business practice. Package design became a marketing mix promotion tool, and as a new corporate cost-consciousness developed in response to increased competition, companies began to alter packaging techniques as a way to cut production, storage, and distribution expenses. Furthermore, marketers began to view packaging as a successful marketing tool to feat existing product lines by adding new items and to ticker new life into maturing product line 2. 2.4: Packaging Attributes: Food products brands use a range of packaging attributes, which comprises of packaging colors, packaging designs, shapes, messages, and symbols (Pinya Silayoi Mark Speece, Oct, 2004) 1. These attributes attracts and sustains the attention of consumers and help them to identify with the images presented. The importance of packaging design and the use of packaging as a vehicle for communication and branding are growing in packaged food competitive markets. Consumers intentions to purchase packaged products depend on the degree of extent to which consumers expect that the product will satisfy their need when they will consume it. But there are certain situations when they havent even heard about the products so much while entering into the stores, (especially in the case of new products) so the intentions to purchase that very particular product is basically determined by what is communicated at the point of sale. So, at the time of sale when the product is not familiar to the consumer, the only factor that attracts consumers to purchase is Packaging which is also called as Silent Salesperson. It acts as s silent salesperson and became a critical factor when the consumer decision making process is in progress, and how they perceive it depends upon the communication elements, which become the key factor to success for marketing strategies. Now to achieve that communication goal effectively and to optimize the potential of packaging, the marketers and the package designers must have to consider consumer perception point, their past experiences, their needs wants, and understand how packaging design layouts get consumers to notice the package and notice messages on the package and evaluate packaging design and labeling for their effectiveness in the communication effort because it is also important to notice that not all consumers evaluate the packaging in the same way. 2.5 Packaging Functions and Elements: Pinya Silayoi and Mark Speece (2004), defines the basic functions of packaging logistically and marketing by their role. The logistical function of packaging is mainly to protect the product from incidence of damage, spoilage or loss through theft or misplace goods during movement through the distribution channel. While in the context of marketing function, the packaging should be attractive enough and well design, so that it conveys the message of product attributes clearly. Now whatever the logical considerations of packaging, the marketing function of packaging attributes plays a vital role as a communicator and it is only the package that sells the product by attracting and communicating the consumers, and allows the product to be comprised, divvy up, unitized and protected. Quality judgments are largely influenced by product charactertics reflected by packaging, because packages overall features can underline the uniqueness and originality of the product. If the packaging attributes communicates high quality, consumers assume that the product is of high quality. However if the package symbolizes or communicates low quality, consumers transfer this low quality perception to the product itself. So the packaging acts as communicator and communicates favorable or unfavorable implied meaning about the product. Mark Speece (2004) suggests that consumers are more likely to spontaneously imagine aspects of how a product looks tastes, feels, smells, or sounds while they are viewing a product picture on the package. A review of the above literature indicates that there are mainly four packaging elements potentially affecting consumer purchase decisions. They can be separated into two categories; visual and informational elements. The visual elements consist of graphics, images size and shape of packaging. Informational elements relate to product information and information about the technologies used in the package. However the product information can further be categorized into food labeling, ingredients information, nutrition information, usage detail, and manufacturers / company details, manufacturing and expiry information etc. 2.6: Variables of Packaging: 2.6.1: Visual Elements: 2.6.1.1: Graphics and Color: The implication of graphics is explained by the images created on the product. Graphics designs are visual presentations which include layout, color combinations, typography, and product photography all of which create a positive and distinctive image. For consumers, the package is the product, and different consumers respond to different packages in different ways depending on their involvement level (Silayoi Speece, 2004). For low involvement products, such as FMCG, where initial impressions formed during initial contact can have lasting impact and where evaluation of attributes is less important in decision making, here then a highly noticeable factor such as graphics and colors becomes more important (Grossman and Wisenblit, 1999) (3). On the other hand, the behavior of consumers towards high involvement products is mostly influenced by image issues. For low involvement, there is a strong impact on consumer decision making from the development of the market through marketing com munications, including image building (Kupiec and Revell, 2001). (4) 2.6.1.2: Placement of Visual Impact Elements Matters: In packaging layouts, the placement of visual elements also plays an important role for consumer psyche, because a psychic research of Rettie and Brewer, (2000) (5) indicates that brain laterality results in an asymmetry in the perception of elements in packaging designs. The recall of package elements/attributes is likely to be influenced by their lateral pass position on the package, as well as by other usually recognized factors, such as font color, font size and font style. Research shows that for verbal stimuli recall is better when the copy is on the right-hand side of the package, and better for non-verbal stimuli when it is on the left-hand side. This may imply that, in order to maximize consumers recall, pictorial elements, such as product photography, typography, it should be positioned on the left-hand side of the package. Grossman and Wisenblit (1999) (6), says in their research that consumers also learn color associations, which lead them to prefer certain colors for certain product categories. For a unique particular brand, using color as a clue on packaging can nurture a potentially strong association. However people in different cultures are exposed to different colors and according their own culture they develop different color preferences. So as a marketer, color consideration should be the part of their marketing strategies and by keeping in mind the color consideration according to people perception in different culture, colors of a particular logo, package or product design should be done after a thorough understanding of color association according to culture. 2.6.1.3: Packaging Size and Shape: Silayoi and Speece, (2004) states that in packaging, the other visual elements such as size and shape are also important in consideration. Package size, shape and elongation also affect consumer judgments and considerations. Consumers use these things as simplifying visual heuristics to make volume judgments. They generally perceive more elongated packages to be larger. In case of sizes, especially for generic products, different sizes of packages may appeal to consumer with different involvement level. Usually generic products are packaged in larger sizes, which communicate to consumers who are specifically looking for good deals. So, this implies that when the product quality is hard to determine, as with generics, the packaging size effect is important. Thus elongating the shape, within acceptable bound, should result in consumer thinking of the package as better value for money also conceivably affect perceived volume. 2.6.2: Informational Elements 2.6.2.1: Product Information Product information includes information elements, such as food labeling, nutrition information, health information, ingredients information, manufactures date, expiry date. In high involvement level, the behavior of consumers toward product characterized is less influenced by image issues, graphical and visual response, in such cases consumer seeks product information which is one of the important packaging functions to communicate. (Kupiec and Revell, 2001; Silayoi and Speece, 2004). (7) Written information on the package can assists consumers in making their decisions carefully as they consider product characteristics. Package layout is important for information presentation. Food labeling is considered as significant information on packaging and a recent study shows that 90 percent of the consumers trends towards healthier eating have highlighted the importance of labeling, which also allows consumers the opportunity to cautiously consider alternatives and make informed food choices. However, packaging information can create confusion by conveying either too much misleads the inaccurate information. Manufacturers and package designers often use very small fonts and very dense writing styles to pack extensive information on the label, which lead to poor readability and sometimes confusion. As confusion can affect consumer decision quality, So Mitchell and Papavassiloiu (1999) (8), suggests that consumer confusion of information overload can be reduced by narrowing down their choice sets, because by reducing their choice alternatives and evaluation attributes decreases the probability that they will be confused by excessive choice and information overload. This strategy could also be applied to more experience consumers, because loyal consumers potentially look fewer brand alternatives. So, it is the experience which makes consumer more selectively perspective and restrict the scope of their choices. Hughes (1998) (9), in one of his journals grabs the attention towards involvement level, that sometimes involvement level reflects the extent of personal relevance of the individuals personal goals, basic values and self concept. If the product does not stimuli much interest, consumers do not give much attention to it. High involvement level shows more personal relevance. In general, consumer acquisition of low involvement products is often done without carefully examining brand and product information. This lack of commitment suggests that information on the package would carry relatively less value in such cases. On the other hand, more highly involved consumers evaluate message information more carefully, relying on the message to form their attitudes and purchase intentions (Silayoi and Speece, 2004). 2.6.2.2: Packaging Technology Packaging for the FMCG food products in market plays a vital role in promoting the product to the customer, as well as carrying informative and legislative detail. Combining these roles requires commercial awareness, detailed knowledge of the relevant technologies, creative image care and consideration of the effect of colors, typography, photography that must support the product or brand. Design and technology of packaging decoration for the users market guides you through the technical and commercial factors to consider when planning the decoration, or label, of a package (10). Technology is basically somewhat related to the informational elements, because packaging technology conveys informational messages such as nutrition, health, ingredients which is linked to the consumer life style, so the technology of packaging development that constrained in the message communicated through technology must fulfill consumers need criteria. Consumers are even often prepared to pay slightl

panama canal :: essays research papers

The Panama Canal is one of the greatest works of engineering and modern achievements of mankind. An all-water passage through the continental divide of the Panama region had been suggested since early Spanish colonial times of the 16th century. The reality of a canal through the Isthmus of Panam In the 16th century, Europeans dreamed of building a ship canal across the Isthmus of Panama. Spanish kings considered building a canal to carry treasure from their South American colonies back to Spain, but no attempt was made. Such a project only became possible in the 19th century, wPart of Teddy Roosevelt’s dream of making America a global power was realized through the construction of the Panama Canal. The French began construction in 1880 but nine years and about 20,000 lives later they realized their plans were flawed and abandoned the project. Panama declared independencThe history of the Panama Canal goes back to the 16th century. After realizing the riches of Peru, Ecuador, and Asia, and realizing how long it took the gold to reach the ports of Spain, someone suggested to Charles V, that by cutting out a piece of land somewhere in Panama,   Ã‚  Ã‚  Ã‚  Ã‚  The year is 1835, and an announcement is mad eby a group of American busnessmen. This announcement is of their intention to build a canal system on the ithsmus of landformerly known as Norhtern Calumbia. That land is now known as Panama. The citizens of the U.S. at that time were i  Ã‚  Ã‚  Ã‚  Ã‚  Panama Canal is a waterway that cuts across the Isthmus of Panama and links the Atlantic Ocean and the Pacific Ocean. It ranks as one of the greatest engineering achievements in the world. Thousands of laborers worked on it for about 10 years, using steam shovels and dredgesIs it really worth building a canal in Nicaragua? With news of Nicaragua adopting the idea of a dry canal the first question that should come to mind is, is it really worth building a canal in Nicaragua? Many people look at Panama with its enviable economy and say that Nicaragua needs a canal but thThe canal is joining the Atlantic and Pacific oceans.

Substantiality of Low Carbohydrate Diets :: Health Nutrition Diet Exercise Essays

Substantiality of Low Carbohydrate Diets Being able to eat as much butter, cheese and meat as you want but not be allowed even a single slice of whole grain bread just doesn’t make sense. But, it is backed up in scientific fact. There are four types of molecules that the body processes for energy – alcohol, sugar, boy fat, and protein, in that order. Alcohol from hard liquor, wine, and beer is processed first and very quickly. To successfully be on a low carbohydrate diet, it is best to avoid alcohol. Sugar is a class of molecules that includes, but is not limited to, table sugar and are derived from carbohydrates. As long as there is very little alcohol and next to no carbohydrates in your system, your body will preferentially process body fat for energy. It is important to note that body fat and the fat in food are two different entities. Body fat is stored energy. Fat from food is not processed for energy – the body uses it for other things. Body fat is made up of a type of molecule called a lipid. When lipids are broken down to make carbohydrates, an energy molecule and a type of molecule called a ketone is released. The name of this ketone is ?-hydroxybutyrate. Other instances of fat being broken down and releasing this ketone are during fasting, starvation, and during certain eating disorders such as anorexia. The presence of this ketone causes the body to think that it is starving even though it is getting plenty of food. Glycogen, the body’s natural fuel, is stored all bound up in water. Glycogen is made up of carbohydrates. When the body does not consume carbohydrates, it dips into its reserve supply as a survival mechanism. But, in accessing reserve glycogen, all the water that it is stored in is also released. And, as the reserves don’t get restocked, the excess water stays gone. Water is reasonably heavy. So, what appears to be fat loss is actually just water weight being lost. There are a limited number of food options on a low carbohydrate diet. The dullness and lack of variety tends to reduce appetite and intake.

Gender Issues In Education, Sports And Employment Essay

Gender is the cultural construct attached to the fact of biological sex. The construct of gender has come to carry significant meaning with regard to the valuing of people or behaviors according to gender qualifications. There is much evidence that suggest that gendered inequality is the product of female oppression in a world dominated by global male hegemony within and across institutions including family, school, politics, and the labor market. Gender inequality is generally manifested in unequal rights for women of access to basic social services such as education; unequal rights for equal work in the employment sector, and unequal opportunities in sports. This paper is a brief discussion of the specific problems commonly identified within the issue of gender inequality in the mentioned areas, along with a number of potential solutions to ease, if not to totally eradicate the said inequities. Gender Issues in Education The literature on women’s and girls’ education frequently focuses o gendered inequalities in educational opportunities, educational attainment, and status of women in social, political and economic arenas both within and across nations. This problem may seem relatively straightforward, but gendered educational inequity is a complex phenomenon. Women’s education is strongly contextualized by the social and cultural environment of the local schools and national educational systems. Schools are the locus for much of the progress that is being made towards a culture of equality, although there is still much more to be done in order for gender equality to be a consistent characteristic of educational systems around the world (Valian, 2004). A solution seen for this is to institutionalize gender equity standards as components of school policy and structure, which will make it more likely that gendered inequalities will be both observed and identified as inequity. In this way, a heightened sense of awareness in gendered educational inequality could work on behalf of women. Gender Issues in Sports Gender differentiation has also been powerfully constructed through sports and the culture of sports. Moreover, Scraton and Flintoff (2002) asserted that organized sport has been a powerful cultural arena for reinforcing the ideology and actuality of male superiority and dominance; its traditions, symbols, and values have tended to preserve patriarchy and women’s subordinate position in society. Sport was an activity that serves two purposes for men: it meets their recreational needs, and it is a perfect antidote for their anxieties about effeminacy. Sport thus became a popular means for men to reaffirm their masculinity, and hence, a powerful tool for maintaining patriarchal gender relations. These social conditions made being both a woman and an athlete an anomaly in life. Female athletes did not suit society’s ideal of femininity, and those who persisted in sport suffers various aversive sanctions, especially derogation and public ridicule. A solution seen about this issue is for sports organizations to be prepared to analyze critically the ways they operate, the ways they make policy, and the ways in which national and international policy processes influence or are influenced by these sites of power. Gender Issues in Employment Gender inequality in employment begins with the gender labeling of workers. Gender categorization in workplace primes workers and employers alike to infuse stereotypic assumptions about gender into the institutional scripts by which a job is enacted and represented to others (Blakemore and Griggs, 2007). Employers often begin the process by implicitly or explicitly seeking workers of a particular gender on the basis of assumptions about labor costs that are themselves suffused by the effect of gender status beliefs. On the occasions that they hire a woman for a certain position, the pay is lower compared to a man employed in the exact same position. As a further result, women are inclined to be concentrated in casual occupations, where salary and work environment are poorer than in formal and public positions. The understanding of how to work towards gender equality is that people need to change inequitable social systems and institutions. Generally, ‘institutional change’ is the requirement for addressing the root causes of gender inequality. It means changing organizations which, in their programs, policies, structures, and ways of working, discriminate against women. Organizations should work on legal and policy change, or change material conditions. In order to bring about gender equality in employment, change must occur at the personal level and at the social level. It must occur in formal and informal relations. References Scraton, S. & Flintoff, A. (2002). Gender and Sport: A Reader. New York: Routledge. Blakemore, K. & Griggs, E. (2007). Social Policy: An Introduction. New York: Open University Press. Valian, V. (2004). Beyond Gender Schemas: Improving the Advancement of Women in Academia. NWSA Journal, 16 (1): 207-220.

Review on Mississippi Masala

Response Paper on Mississippi Masala (1991): the impact of racism and race in the identities of the characters The themes of racial identities & interracial racism are ones that surface multiple times in the movie Mississippi Masala (1991) by Mila Nair. In the beginning of the film, we notice Jay’s resentment of having to leave his country Uganda. Jay argues with his childhood friend Okelo that he has â€Å"been called a boot licker and a traitor to Indians†¦ Uganda is my first home and India my second†. It saddens Jay that after 34 years of his life it all came down to the â€Å"color of [his] skin†.His childhood friend reminds him that â€Å"Africa is for Africans†¦ black Africans†. The exile of South Asians, which is enforced by military leader Idi Amin, tarnishes the view of the African culture for Jay. He, along with the other South Asians that are forced to leave, turns his back to the African culture he grew up and welcomes the Indian cult ure in American land. Jay even goes as far as not saying goodbye to his brother-like friend Okelo treating him with a cold shoulder. Jay fails to realize that his friend’s close mindedness is not one to blame for the ignorance that was going around in Uganda.Another instance where race and the color of the skin create bias is at the wedding of Mina’s cousin, where two ladies are gossiping. The ladies comment on Mina’s dark complexion, noting that one cannot be â€Å"dark and without money and expect to get with Harry†. Notice the appraisal for a fair or light skin color. This racism, coming from within the culture, is an example of the struggle that Mina and the family face. Because she is a ‘darkie’ and poor, she cannot expect to woo the heart of the rich Indian bachelor Harry.Racisms is used as a double-edged sword; best seen when Uncle Jammubhai says that â€Å"people of color stick together†¦united we stand, divided we fall† y et regards blacks as ‘foreigners’ and troublesome if they tarnish the family’s honor. Mina’s relationship with an African American is a parent’s â€Å"ultimate fear† since it involves the South Asian daughter marrying someone who is neither Indian nor White. There are also cases of racial identities that become affected by the events that transpire. Mina regards herself as ‘masala’ which is symbolic in regards to the title of the movie.Masala is a mixture of spices, which we can take to represent her South Asian heritage. However, Mina was born and raised for part of her childhood in Uganda, so she also has African roots. ‘Mississippi Masala’ represents a mixture of American and South Asian roots. While in exile from her first home Uganda, and being raised through Indian culture, which she is geographically disconnected from, Mina learns to simultaneously welcome the American culture and its ideals as well. In other words, Mina is embracing the hybridity of cultures.This case is seen best when we see her fit just right at her cousins wedding and the African American dance club. Mina welcomes diversity and constructs her identity based on ideals from her present. Mina cares not to make the same mistake as her father and pursues and interracial relationship with African-American rug cleaner Demetrius. However both communities don’t take their union as light matter. The Indian community regards their love as a â€Å"dishonor and shame† to the family, with some mothers going as far calling it a ‘rebellion’ and sending their daughters to their countries to get married.Demetrius, who worked hard to create his cleaning company, gets a cold shoulder from his clients. The white lady, who gave a good recommendation of him to the bank, withdraws her good comments about him, and gets the bank to threaten to remove his loan. His aunt Rose says that ‘the days of slavery are o ver†¦[but]the world is not so quick to change†. She is referring to the racism and the pointing of the fingers that occurs when one goes outside the norm of what is expected.

Blind Side (Healthy Family Relationships)

Blind Side (healthy family relationships) What makes a healthy family? Well in the movie † The Blinde Side† it depicts the importance of family, and what parents need to do in order to raise a happy, healthy family. Leah Anne Touhy a mother of the memphis family took strong effort in changing Michael Oher, a troublesome kid's life for the better. Leah brought Michael into the family as one of their own. Leah then saw that Michael Oher, was born into a family of 12, was held back 2 years in elementary school and had a horrible education record with a . 6 GPA.Leah knowing these factors decided to adopt Michael and raise him to become the American football player of the Ravens he is today. This was only accomplished by the efforts of commitment and communication which was used throughout the entire movie. Through the entire movie the Tuohy family used efforts of commitment and communication to change not only Michael's life but their own too. It started with the introduction of Leah Tuohy's son, S. J. to Michael who happily greeted himself. S. J. showed confidence in himself to let Michael know that you should smile.Later on Michael was found wandering the streets in the night cold when Leah Anne and her family were driving home from a play that her son was in. Leah Anne being the compassionate person she is stopped the car and got out to confront Michael and offered him a stay at their warm house for the night, Michael had no other place to go so he took it. Leah Anne set up a bed for him and made him comfortable. The next morning Michael was on his way to leave but Leah Anne stopped him in his tracks and brought him back in.This showed Leah Anne's caring for other people. It happened to be thanksgiving that day and the family was huddled around the couch watching tv while Michael was eating off in the dining room. Leah Anne quickly observed this and brought everyone to the dining table so that all of them would celebrate thanksgiving as a family incl uding Michael. During the Thanksgiving dinner Leah Anne offered Michael shopping so that he could feel comfortable in clothes other than his own 2 pairs of shirts and shorts.On the trip there Leah Anne stopped the car to get a eye-to-eye conversation showing that she takes great care in finding out Michaels past and how she can help him for the better. One night Leah Anne asked a simple question to Michael, if he wanted to stay? Michael responded † I don't like anywhere else† and sure enough she turned the guest room into a comfortable place for Michael with a bed, that he had never had before. Michael was improving his grades and now able to play on the football team, in celebration the Tuohy family went to diner.As they arrived Leah Anne had to run a quick errand to the Library and they found an old book that was read to the children when they were younger. After the dinner and went home Leah Anne read that book â€Å"Ferdinand the bold† to both S. J. and Michae l in a heartwarming bond with the daughter over behind the door listening carefully and cherishing and old time story that was told to her. Later Leah Anne was in bed with her husband expressing her happiness and that it was because of Michael.She goes on to talk about how she influenced by the change in michael that she wants to have charities for people in Michael's condition. Slowly they wander off into sexual intercourse showing that as well as Leah Anne's responsibilities she still has time to express her inner feelings with her husband. Michael, never having a photo ID before asks Leah Anne if he could get a driver's license not just for the driving but for an identification of himself. Leah Anne agrees and takes him to the DMV when they run into a problem.Michael has no name registered for himself and Leah Anne comes up with an idea that changes everything. Leah Anne then talks to her husband about the issue of adopting Michael into the family. They communicate with their ide as about this and share their feelings toward it as well. They come to decide together happily that its best if they adopt Michael since he's already a part of the family as it is. Leah Anne goes to an office that deals with legal guardians and finds that she just needs to go before a court and get permission from a judge to adopt.She is startled in that she doesn't need to confront the mother and decides it's the right thing to do. She confronts the mother and she tries to make the situation comfortable as possible letting Michaels mom know that she wants to adopt Michael. Michaels mom slowly takes in the idea and accepts. The family then has a family meeting where they discus what's going on and they finally bring on the idea to Michael that they want to adopt him and he happily accepts saying aren't I already part of the family. From these commitments and communication comes many learning's and values.This shows that a little bit of kindness can go a long way. The efforts from Le ah Anne Tuohy changed Michael Oher's life for the better. It started with a simple stay at their own home to adopting and taking care of Michael himself. Not only that the family came closer together than before and in result a happier healthier family as well. The communication within the family was already strong and with the addition of Michael their communication became one. The family changed the life of Michael Oher, but Michael Oher changed the families lives forever.

Brief History of Art Therapy

A BRIEF HISTORY OF ART THERAPY Randy M. Vick This history of art therapy focuses on the precursory and continuing trends that have shaped the theory and practice and the literature that reflects this development. Scholarship, like history, builds on the foundations laid by others. I am indebted to the authors of four other histories that I found to be particularly useful in the preparation of this chapter. Both Malchiodi (1998) and Rubin (1999) have assembled histories based on contributing trends, as did Junge and Asawa (1994) who have pro-vided extensive details on the personalities and politics involved in the formation of the American Art Therapy Association. My fourth primary source (MacGregor, 1989), while never intended as a book about art therapy, has proven to be an excel-lent â€Å"prehistory† of the field. Each of these references provided information as well as inspiration and I encourage readers to consult them for additional perspectives. Finally, it should be noted here that art therapy was not a phenomenon exclusive to the United States. Readers interested in art therapy's development in Europe should consult Waller's (1991, 1998) two books on this subject. History is like a tapestry with each colored thread contributing not only to the formation of the image but to the strength and structure of the fabric itself. Imagine for a moment a tapestry with bobbins of different-colored threads, each adding a hue that becomes part of a new creation, and we can better understand the history of this field. INFLUENCES FROM THE DISTANT PAST AND NEIGHBORING FIELDS Art therapy is a hybrid discipline based primarily on the fields of art and psychology, drawing characteristics from each parent to evolve a unique new entity. But the inter weaving of the arts and healing is hardly a new phenomenon. It seems clear that this pairing is as old as human society itself, having occurred repeatedly throughout our history across place and time (Malchiodi, 1998). The development of the profession of art therapy can be seen as the formal application of a long-standing human tradi-tion influenced by the intellectual and social trends of the 20th century (Junge & Asawa, 1994). 1 From the Realms or Art Art making is an innate human tendency, so much so it has been argued that, like speech and tool making, this activity could be used to define our species (Dissana-yake, 1992). In his book, The Discovery of the Art of the Insane, MacGregor (1989) presents a history of the interplay of art and psychology spanning the last 300 years. This history covers theories of genius and insanity, biographies of â€Å"mad† artists, depictions of madness by artists, and the various attempts to reach an understanding of the potential art has as an aid to mental health treatment and diagnosis. In 1922, German psychiatrist Hans Prinzhorn (1922/1995) published The Artistry of the Men-tally III, a book that depicted and described the artistic productions of residents of in-sane asylums across Europe. This work challenged both psychiatric and fine arts professionals to reconsider their notions of mental illness and art (MacGregor, 1989). Even today, debate rages within the field variously titled outsider art/art brut/visionary art/folk art as experts struggle to place work by self-taught artists (some of whom have experienced mental illness) within the art historical canon (Borum, 1993/1994; Russell, 2002). Contemporary writers from art therapy and other disciplines continue to explore the notion of art practice for the purpose of personal exploration and growth (Alien, 1995; Cameron & Bryan, 1992; C. Moon, 2002) and to reevaluate the traditional boundaries between personal and public art (Lachman-Chapin et al. , 1999; Sigler, 1993; Spaniol, 1990; Vick, 2000). Medicine, Health, and Rehabilitation Hospitals have long served as important incubators for the field of art therapy. For better or worse, medical model concepts such as diagnosis, disease, and treatment have had a strong influence on the development of most schools of thought within Western psychotherapy, including art therapy. While psychiatry has always been the medical specialty most closely allied with the field, art therapists have worked with patients being treated for AIDS, asthma, burns, cancer, chemical dependency, trauma, tuberculosis, and other medical and rehabilitation needs (Malchiodi 1999a, 1999b). Our understanding of the interplay between biochemistry, mental status, and creativity continues to evolve and a new medical specialty, arts medicine, has recently emerged 2 (Malchiodi, 1998). All this seems to suggest that art therapy will continue to have a role in exploring the connections between body and mind. TRENDS IN 19TH- AND 20TH-CENTURY PSYCHOLOGY For much of human history mental illness was regarded with fear and misunderstanding as a manifestation of either divine or demonic forces. Reformers such as Rush in the United States and Pinel in France made great strides in creating a more humane environment for their patients. Freud, Kris, and others contributed to this rehumanization by theorizing that rather than being random nonsense, the productions of fantasy revealed significant information about the unique inner world of their maker (MacGregor, 1989; Rubin, 1999). Building on these theories, many writers began to examine how a specific sort of creative product—art—could be under-stood as an illustration of mental health or disturbance (Anastasi & Foley, 1941; Arnheim, 1954; Kreitler & Kreitler, 1972). Other authors began recognizing the po-tential art has as a tool within treatment (Winnicott, 1971). Soon enough, the term â€Å"art therapy† began to be used to describe a form of psychotherapy that placed art practices and interventions alongside talk as the central modality of treatment (Naumburg, 1950/1973). The significance psychoanalytic writers placed on early childhood experiences made the crossover of these theories into education an easy one (Junge & Asawa, 1994). Some progressive educators placed particular emphasis on the role art played in the overall development of children (Cane, 1951/1983; Kellogg, 1969; Lowenfeld, 1987; Uhlin, 1972/1984). This trend toward the therapeutic application of art within educational settings continues today (Anderson, 1978/1992; Bush, 1997; Henley, 1992). PSYCHOLOGICAL ASSESSMENT AND RESEARCH In addition to psychoanalysis and the rehumanization of people with mental illness, one of the strongest trends to emerge within modern psychology has been the focus on standardized methods of diagnostic assessment and research. Whether discussing the work of a studio artist or the productions of a mentally ill individual, Kris (1952) argues that they both engage in the same psychic process, that is, â€Å"the placing of an inner experience, an inner image, into the outside world† (p. 115). This â€Å"method of projection† became the conceptual foundation for a dazzling array of so-called projective drawing assessments that evolved in psychology during the 20th century (Hammer, 1958/1980). These simple paper-and-pencil â€Å"tests,† with their formalized procedures and standardized methods of interpretation, became widely used in the evaluation and diagnosis of children and adults and are still employed to a lesser degree tod ay (though often with revamped purpose and procedure). Two parallel themes from this era are the relatively unstructured methods of art assessment (Elkisch, 1948; Shaw, 1934) and the various approaches to interpreting these productions (Machover, 1949/1980). The impact of psychoanalysis on the early development of art therapy was pro-found. Hammer's (1958/1980) classic book on drawing as a projective device illustrates the diversity within this area and the inclusion of two chapters on art therapy by pioneering art therapist Margaret Naumburg demonstrates the crossover of influences. Many of the more common stereotypes about art therapy (specific, assigned drawings; finger painting; and the role of the therapist in divining the â€Å"true meaning† of the drawings) can, in fact, be traced directly to this era. Nearly all the major art therapy writers from this time developed their own methods of assessment consisting of batteries of art tasks with varying levels of structure (Kramer & Schehr, 1983; Kwiatkowska, 1978; Rubin, 1978/1984; Ulman & Dachinger, 1975/1996). Even today, the notion that artworks in some way reflect the psychic experience of the artist is a fundamental concept in art therapy. Despite this common history, there are distinctions between the approach to assessment used in psychology and that found in art therapy. The key difference is the art therapy perspective that the making and viewing of the art have inherent therapeutic potential for the client, a position not necessarily held by psychometricians. In addition, art therapists tend to use more varied and expressive materials and to deemphasize formalized verbal directives and stress the role of clients as interpreters of their own work. Finally, art therapists are also quite likely to improvise on the pro-tocol of standardized assessments to uit a particular clinical purpose (Mills & Goodwin, 1991). An emerging theme in the literature is the unique role the creative arts therapies can play in the assessment and evaluation of clients (Bruscia, 1988; Feder & Feder, 1998). Contemporary developers of art therapy assessments have abandoned ortho-dox psychoanalytic approaches in favor of methods that emphasize the expressive potential 4 of the tasks and materials (Cohen, Hammer, & Singer, 1988; Cox Frame, 1993; Gantt & Tabone, 1997; Landgarten , 1993; Silver, 1978/1989). Early art therapy researchers also looked to psychology and embraced its empiri-cal approach for their research (Kwiatkowska, 1978). More recently, models from the behavioral sciences and other fields have been used as resources in conducting art therapy research (Kaplan, 2000; McNiff, 1998; Wadeson, 1992). THE DEVELOPMENT OF THE ART THERAPY LITERATURE The development of any discipline is best traced through the evolution of that field's literature. The historian's convention of artificially dividing time into segments is employed here to illustrate three phases of growth in the profession of art therapy. Classical Period (1940s to 1970s) In the middle of the 20th century a largely independent assortment of individuals began to use the term â€Å"art therapy† in their writings to describe their work with clients. In doing so, these pioneering individuals began to define a discipline that was distinct from other, older professions. Because there was no formal art therapy training to be had, these early writers were trained in other fields and mentored by psychiatrists, analysts, and other mental health professionals. The four leading writers universally recognized for their contributions to the development of the field during this period are Margaret Naumburg, Edith Kramer, Hanna Kwiatkowska, and Elinor Ulman. The lasting impact of their original works on the field is demonstrated by the fact that their writings continue to be used as original sources in contemporary art therapy literature. More than any other author, Naumburg is seen as the primary founder of American art therapy and is frequently referred to as the â€Å"Mother of Art Therapy† (see Junge & Asawa, 1994, p. 22). Through her early work in the innovative Walden School, which she founded (along with her sister Florence Cane), and later in psychi-atric settings she developed her ideas and, in the 1940s, began to write about what was to become known as art therapy (Detre et al. , 1983). Familiar with the ideas of both Freud and Jung, Naumburg (1966/1987) conceived her â€Å"dynamically oriented art therapy† to be largely analogous to the psychoanalytic practices of the day. The clients' art productions were viewed as symbolic communication of unconscious material in a direct, uncensored, and concrete form that Naumburg (1950/1973) argued would aid in the resolution of the transference. While Naumburg borrowed heavily from the techniques of psychoanalytic practice, Kramer took a different approach by adapting concepts from Freud's personality theory to explain the art therapy process. Her â€Å"art as therapy† approach emphasizes the intrinsic therapeutic potential in the art-making process and the central role the defense mechanism of sublimation plays in this experience (Kramer, 1971/1993). Kramer's (1958, 1971/1993) work in therapeutic schools (as opposed to Naumburg's psychiatric emphasis) allows for more direct application of her ideas to educational settings. Ulman's most outstanding contributions to the field have been as an editor and writer. She founded The Bulletin of Art Therapy in 1961 (The American Journal of Art Therapy after 1970) when no other publication of its kind existed (Junge &c Asawa, 1994). In addition, Ulman (along with her coeditor Dachinger) (1975/1996) published the first book of collected essays on art therapy that served as one of the few texts in the field for many years. Her gift as a writer was to precisely synthesize and articulate complex ideas. In her essay â€Å"Art Therapy: Problems of Definition,† Ulman (1975/1996) compares and contrasts Naumburg's â€Å"art psychotherapy† and Kramer's â€Å"art as therapy† models so clearly that it continues to be the definitive presentation of this core theoretical continuum. The last of these four remarkable women, Kwiatkowska, made her major contributions in the areas of research and family art therapy. She brought together her experiences in various psychiatric settings in a book that became the foundation for working with families through art (Kwiatkowska, 1978). Like Kramer, she had fled Europe at the time of World War II adding to the list of emigre thinkers who influenced the development of mental health disciplines in the United States. She also coauthored a short book that helped introduce the field of art therapy to the general public (Ulman, Kramer, & Kwiatkowska, 1978). Each of these pioneers lectured widely on the topic of art therapy and served as some of the field's first educators. It was also during this period that the first formal programs with degrees in art therapy were offered (Junge Asawa, 1994; Levick, Goldman, & Fink, 1967). Finally, it is important not to forget the other early pioneers working in other parts of the country, such as Mary Huntoon at the Menninger Clinic (Wix, 2000), who made contributions to the developing profession as well. 6 Middle Years: Other Pioneering Writers (1970s to Mid-1980s) The 1970s through the mid-1980s saw the emergence of an increasing number of publications that presented a broader range of applications and conceptual perspectives (Betensky, 1973; Landgarten, 1981; Levick, 1983; McNiff, 1981; Rhyne, 1973/ 1995; Robbins & Sibley, 1976; Rubin, 1978/1984; Wadeson, 1980), although psychoanalysis remained a dominant influence. The development of the literature was also enriched during this period with the introduction of two new journals: Art Psychotherapy in 1973 (called The Arts in Psychotherapy after 1980) and Art Therapy: Journal of the American Art Therapy Association, in 1983 (Rubin, 1999). The in-creasing number of publications, along with the founding of the American Art Therapy Association in 1969, evolved the professional identity of the art therapist, credentials, and the role of art therapists vis-a-vis related professionals (Shoemaker et al. 1976). Contemporary Art Therapy Theories (Mid-1980s to Present) The art therapy literature continues to grow. In 1974, Gantt and Schmal published an annotated bibliography of sources relating to the topic of art therapy from 1940-1973 (1,175 articles, books, and papers), yet Rubin (1999) notes that in that same year there were only 12 books written by art therapists, a number that crawled to 19 some 10 years later. By the mid-1980s this pace began to incre ase so that there are now more than 100 titles available. Rubin (1999) also speculates that art therapists may be more comfortable with an intuitive approach than other mental health practitioners because as artists they â€Å"pride themselves on their innate sensitivities, and tend to be antiauthoritarian and anti-theoretical† (p. 180). Recently, approximately 21% of art therapists surveyed by the American Art Therapy Association described their primary theoretical orientation as â€Å"eclectic,† the single largest percentage reported (Elkins & Stovall, 2000). This position is in keeping with one delineated by Wadeson (in Rubin, 1987/2001) and should not be surprising in a field that itself draws from a variety of disciplines. The next five most frequently reported models: psychodynamic (10. 1%), Jungian (5. 4%), object relations (4. 6%), art as therapy (4. 5%), and psychoanalytic (3. 0%) all place a strong emphasis on intrapsychic dynamics, and this cumulative 27. 6% suggests that much contemporary practice is still informed by generally psychodynamic concepts (Elkins & Stovall, 7 2000). In a landmark book, Approaches to Art Therapy first published in 1987, Rubin (1987/2001) brought together essays by authors representing the diversity of theoretical positions within the field. Perspectives from these and other relevant sources are briefly summarized here. PSYCHODYNAMIC APPROACHES The ideas of Freud and his followers (see Chapter 2, this volume) have been part of art therapy since the earliest days, although contemporary writers are more likely to apply terms such as â€Å"transference† and â€Å"the defense mechanisms† to articulate a position rather than employ classic psychoanalytic techniques ith any degree of orthodoxy. Kramer, Rubin, Ulman, and Wilson (all cited in Rubin, 1987/2001) and Levick (1983) all use psychoanalytic language and concepts. Interpretations of the newer developments in psychoanalysis such as the theories of Klein (Weir, 1990), self psychology (Lachman-Chapin) and object relations theory (Robbins) can also be found in the art t herapy literature (both cited in Rubin, 1987/2001). With his emphasis on images from the unconscious, it was natural for Jung's concepts of analytical and archetypal psychology to cross over into art therapy (see Chapter 2, this volume). Work by Edwards and Wallace (both cited in Rubin, 1987/ 2001), McConeghey (1986), and Schaverian (1992) all reflect this emphasis. HUMANISTIC APPROACHES Elkins and Stovall (2000) suggest that only a small number of art therapists operate from a humanistic position (among humanistic, Gestalt, existential, and client centered; the highest response was to the first category with 2. 9). Yet if these approaches can be defined as sharing â€Å"an optimistic view of human nature and of the human condition, seeing people in a process of growth and development, with the potential to take responsibility for their fate† (Rubin, 1987/2001, p. 119), these figures belie a sentiment held by many art therapists (see Chapter 3, this volume). Garai (cited in Rubin, 1987/2001) has written from a general humanistic position, Rogers (1993) and Silverstone (1997) use a person-centered model, and Dreikurs (1986) and Garlock (cited in Rubin, 1987) have adapted ideas first articulated by Alfred Adier. Other models that fall under the humanistic heading include existential (B. 8 Moon, 1990/1995), phenomenological (Betensky, 1995), and gestalt (Rhyne, 1973/1995) approaches. LEARNING AND DEVELOPMENTAL APPROACHES Perhaps because they are perceived to be mechanistic, those psychological theories that emphasize learning tend to be less popular with art therapists. In the Elkins and Stovall (2000) survey, cognitive-behavioral (see Chapter 6, this volume), cognitive, developmental (Chapter 8, this volume), and behavioral received an ndorsement of over 2%. Yet there are art therapy authors whose work has been informed by these theories. Silver (2000) has written extensively on assessment using a cognitive approach, and the work of Lusebrink (1990) and Nucho (1987) is based in general systems theory. Art therapists working with children with emotional and developmental disabilities have also adapted concepts from developmental (Aach-Feldman & Kunkle-Miller, cited in Rubin, 1987/2001; Willia ms & Wood, 1975) and behavioral psychology (Roth, cited in Rubin, 1987/2001). FAMILY THERAPY AND OTHER APPROACHES A number of writers (Landgarten, 1987; Linesch, 1993; Riley & Malchiodi, 1994; Sobol, 1982) have built on Kwiatkowska's early family work, particularly in California where art therapists become licensed as marriage and family therapists. Riley (1999) also incorporates concepts from narrative therapy into her work (Chapter 5, this volume). Relational (Dalley, Rifkind, & Terry, 1993) and feminist (Hogan, 1997) approaches question the hierarchy in the client/therapist relationship and empower-ing the client and have also shaped contemporary art therapy practice. Publications by Horovitz-Darby (1994), Farrelly-Hansen (2001), and McNiff (1992) reflect an emphasis on spiritual and philosophical concepts over psychological theory. Frank-lin, Farrelly-Hansen, Marek, Swan-Foster, and Wallingford (2000) describe a transpersonal approach to art therapy. Alien (1992) called for a reversal of the perceived trend in overemphasizing the clinical orientation and encouraged art therapists to refocus on their artist identity. Writings by Lachman-Chapin (1983); Knill (1995), who espouses an expressive arts therapies approach (Chapter 8, this volume); and C. Moon (2002) reflect this studio approach to theory and practice. 9 CONCLUSION Every art therapist knows there is much to be learned from the process of making an artwork as well as from standing back and viewing the finished product. The tapes-try that is art therapy is not a dusty relic hung in a museum but a living work in progress. There is pleasure in admiring the work that has already been done and excitement in the weaving. It is my hope that readers can appreciate the processes and the products that have shaped this profession. 10