A Dream Story – Creative Writing

Around me is long tall grass swaying slowly in the gentle breeze. Ahead of me is a thin path which meanders into the valley below me. Above me the clouds do not appear to be moving and each cloud seems to be looking at me expecting me to move. I tell myself I should, but the question is where? I want to move but my heart is telling me, change is ahead. I take a large deep breath of the clean, odourless country air. My legs begin to move. I have decided to follow the path which seems to have an abnormal atmosphere about it. As I begin to stroll forward I see naked trees with no leaves. The trees sway in the cold wind which makes them look as though they are shivering. The clouds above me are getting darker and darker; eventually they get as black as soot. All of a sudden creature like sky above me lets out a roar and its white deposits drift down onto me. It is snowing. As I continue to walk down the path questions begin to fly around me. How did I get here? Why am I here? Before I got here I was in my room listening to some music. All of a sudden an ear splitting noise besieged my ears. It was as if someone was drumming on my eardrums. Around me everything became a smoky mask. The world around me became a white blur. My eyes slowly shut into a midnight black world. When I awoke I had been transported into a setting that was very new to me. I began to think what I had just left behind I continued down the hill. I began to meander further and further down the path. At my feet the snow was starting to thaw out. Small flakes of snow on the ground were glistening in the bright sun as if they were saying â€Å"The joke's on you.† But why? It wasn't as if I had chosen to come here, wherever I was. Even when I was perched on the top of the hill, my path had already been chosen for me and that was the only direction I could go. What did this path symbolise? I would find out in due course. After another five minutes of constant downhill walking. I reached a small hindrance. A small transparent stream was blocking my path. It didn't really pose a large problem to me. All I had to do was to roll up my trousers and walk across it. For some weird reason, I was wearing sandals with no socks. When I was back in my room I had been wearing socks. All of the rest of the clothes I had been wearing were unchanged, so why the change of footwear? The water in the stream was surprisingly warm. In the water there was absolutely nothing. I dipped my head and I took a large gulp of the precious liquid, as I was desperately thirsty. My body was also cooled down. With fluid inside me I was ready to continue on my path. Around me trees were getting fewer and all that was around was tall grass. The only hill in sight was where I had come from, where I had launched my expedition into the unknown from. The path was beginning to get wider, smoother and easier to walk on. Perhaps I was getting somewhere significant. Maybe I was near the end of the path close to my friends and family. Was this all wishful thinking? Only time would tell. I started to walk faster. My walk grew into a jog. My jog grew into a run. My run grew into a sprint. All this because the path was getting wider and the surface was evening out. I knew something was ahead of me. I was beginning to tire. In the distance a barrier was slowly starting to form. What was I about to reach? I stood by the red and white wooden barrier which was blocking my way and preventing my onward journey. Why was it stopping me? Of course! I suddenly realised that it was a level crossing. On the floor in front of me were two iron parallel lines which were the train track. As it had just shut before my eyes a locomotive must be approaching. I looked left. Nothing. I looked right. Nothing. Again I looked left. Again nothing. Then I looked right and there it was chugging towards me. An ancient steam locomotive was coming towards me and out of the top of the engine steam billowed as if there were a hundred chimneys. The engine became louder and louder as it approached. Slowly it passed me. Gold letters shone out at me which read â€Å"Paul Sturrock†. Who was Paul Sturrock? All I could think of was that he must have been a great man to have had a fine locomotive named after him. Whilst I was daydreaming the train had almost passed by me. Should I get on the train? If I did where would I end up? The train might just go to some city I have never nor have any desire to go to. If I didn't get on the train I would just carry on the path to where ever I got to, but I would probably be safe. It was decision time. I ran past the red and white striped barrier. As this was an old fashioned train it wasn't going extremely fast. The rear carriage had a small platform where the conductor would stand. For some reason this train had no conductor. Come to think of it when I saw the train slowly pass me by there wasn't a driver by the looks of it. Perhaps though I was just imagining that. As I pulled my self up onto the black floor of the rear carriage I had a peek inside, there appeared to only be a handrail around the coach and a table with food coming from it. It was my favourite food roast beef with all the trimmings. I opened the door into the carriage. Nobody was inside. The smell of the warm Sunday lunch slowly drifted my way. I started to dribble at the thought of food. It must have been hours since I had eaten. I sat down on the comfy looking cushioned chair. It was beautiful. I could rest my feet which had recently clocked up many miles. I felt like I was a car who had just run out of petrol and who was just refuelling with delicious looking dinner in front of me. I picked up the shiny polished silver cutlery. I took a bite of the meat. It was exactly how I liked it. Not well done but not rare. It was the perfect medium to rare meat. I gobbled down the rest of the food very quickly. I now began to realise that somebody must have realised I was getting onto this train and must have cooked me the food. I advanced into the next carriage. Nothing. The next carriage. Nothing. The next carriage. Nothing. Finally in the last carriage I found a spotless kitchen. I begun to wander round it. In the oven there was no evidence that something had just been cooked. There were no finger marks on the stainless steel food preparation tables. On the floor something caught my eye. It was a note of places which were on this train's trip. I had heard of none of the places such as Jopwold, Southchester, Keele, Harow and the last place was simply named â€Å"The Wall†. Had we just stopped at one of these places before I got on? Were we heading back to the depot? I had no idea; all I could do is wait. Sitting down in an empty kitchen is hardly the most fun ever and it seemed to go on forever. I stood up looked in the cupboards there weren't even any spare ingredients so I couldn't even try and make some interesting food. Outside, there was nothing but the same tall, abysmal looking grass. I heard a high pitch screech as the train lurched me forwards. We were stopping. Were we at one of the stops on the piece of paper? As the train began to get slower and slower I stuck my head out of the carriage window. The train stopped. I looked left and right down the carriages to see if anyone was getting out. As I expected, nobody was. As I was leaning out, the door suddenly opened and I fell out crashing to the floor. I sat down where I had fallen waiting for the train to move on. Five minutes later it still hadn't moved. I presumed that I had reached â€Å"The Wall†. I looked around me. Where was this wall? I walked round the other side of the train. There it was. A glass wall stretching as far as the eye could see. On the other side of the glass wall was a black void with absolutely nothing in it. I knocked on the glass. It seemed very strong. I wanted to get through it. There was nothing round me to help me break through, just the same grass. Of course the table I had just eaten off on the train! I picked it up and carried it off the train. I pulled one of the legs off it and threw it at the glass wall with all my strength. It just rebounded off. I quickly pulled off the other three legs and hurled them at the wall but they just bounced off. I knew in my mind I had reached the end of the world.

Christianity in the Land of Santhals

There is considerable difference of opinion among Christians over the story of Creation. From the Catholic perspective God is ever present in some aspect. There are significant themes in the Bible, Moral Therapeutic Deism and â€Å"NOAH† that explicitly express distinct views of creation. The central idea in all three expressions is that God is in existence and created the world. However, the creation stories differ significantly regarding the purpose and reason of the world, more specifically human beings. The story of creation differs greatly throughout the Bible. The amount of altering views in the book of Genesis alone is astounding. Genesis is the study of beginning; the record of all creation along with sin. It is â€Å"mythic† in the way that it tries to make sense of the world. Genesis contains two creation stories. In chapter one and the beginning of chapter two, the first story expresses the stages of creation in six days, with each day expanding from the day before, until creation achieves its peak when God makes human beings in His image. In Genesis I, the world begins â€Å"in the beginning† of everything. From a void, God creates everything out of nothing. â€Å"1 In the beginning God created the heavens and the earth. 2 Now the earth was formless and empty, darkness was over the surface of the deep, and the Spirit of God was hovering over the waters.† (Genesis 1:1-2) God created light and darkness on day one, the next day He created the atmosphere and divided it from the oceans, on day three God created land, water and vegetation, the next day He created the sun, moon and stars, on day five God created creatures to fill the sky and water, on day six He created creatures to fill the land, and on the last day of creation God rested from all His work. The second story of creation centers around the creation of a human being. God took dirt and breathed life to create the world and humanity. In this Genesis story, creation was more experimental. This can be seen through His creation of Adam and eventually Eve. God seems to be enthusiastic about the world. Similar to Genesis I, God created humanity out of His love and kindness. â€Å"And God saw that it was good.† (Genesis 1:4) He plants a garden and creates animals to entertain Adam and Eve demonstrating how deeply He cares for them and all future humanity. Furthermore, when God created man and woman in His own image, the Bible says, â€Å"And God saw everything that He made, and behold, it was very good.† (Genesis 1:31) God was fulfilled with His creation and looking at it gave Him a kind of bliss. The Genesis creation accounts set up a specific problem by stressing the goodness of everything that God has made and continuously deny that the world is broken from the start by a battle involving the forces of good and evil. Although Genesis does not precisely state how evil enters the supposed to be good world, it describes how Adam and Eve introduce the idea of disobedience to God into creation. God in turn created unnatural curses on the future of humanity. These curses, including men to toil in the field, women to be ruled by their husband and experience excruciating pain during child birth, and the inevitable death of all creation, were meant to punish Adam and Eve for their sinful actions. As time advanced and sin expanded, humans eventually deviated so far from good that they started trusting in and worshipping other so-called divine beings. The record of the beginning of humans gradually developed to correspond with the life of transgression, violence and these new convictions. This can be seen explicitly in the movie â€Å"NOAH†. In this movie, the opening scenes make it apparent that God created humans to be good. Because mankind was becoming too sinful, God called upon Noah to build an ark that can sustain the flood that He would create to wipe out the human race. â€Å"NOAH† is a cinematic train wreck that expresses the de-creation story put in action by God. Certain scenes in this movie express how the human race has become nothing but violent. The main character, Noah, even states that he, along with his family, has the darkness inside him. This can be seen through the savagery toward animals and the treatment of women and children throughout the movie. In Genesis, God set a moral standard by which the human beings must live. Although, in the Bible, we know that both humans and animals have become violent, â€Å"I have decided to put an end to all flesh, for the earth is filled with violence because of them.† (Genesis 6:13), ‘Morality' in other animals is simply their instincts. This can add to the claim in the movie that animals are entirely innocent and require protection from the immoral actions of humanity. Genesis places human life in accordance with the life of animals. The first story places the creation of mankind on the same day, day six, as the creation of animals. In â€Å"NOAH† there is an essential division between humans and animals. Instead of saving the human race, God orders Noah to bring two of each species on earth onto the arc to save the animal species. He does this because there is the idea that animals acquire an innocence that human beings clearly do not. This stresses that God saw animal kind as innocent and, in a way, above humans. In the first Genesis story, God created human beings to fill the Earth and order it. â€Å"God blessed them and said to them, ‘Be fruitful and increase in number; fill the earth and subdue it. Rule over the fish in the sea and the birds in the sky and over every living creature that moves on the ground.'† (Genesis 1:28) This verse describes God's purpose for the human race as being fruitful while subduing the Earth. Moral Therapeutic Deism proposes an elevated view of self. It is a very individualistic deism that has the idea that God wants humans to have â€Å"good† morals. The five beliefs of Moral Therapeutic Deism are that God exists and created the world, God wants people to be good, nice and fair to each other, the central goal of life is to be happy and feel good about oneself, God does not need to be particularly involved in one's life except when He is needed to resolve a problem, and good people go to heaven when they die. The first belief is a direct contradiction to the Incarnation in Scripture. It holds the conviction that God made the world then pulled back from it turning away from human beings. The second belief also contradicts Scripture. Christ did not come to Earth to make unmoral men â€Å"good†. He did not come to us to reform us but to reclaim creation from the scourge of sin. Having a behaved people was not His objective. The third belief is a very self-interested idea because happiness means something different to every person. This claim that the end goal of a person's life should be to find happiness completely redefines the idea that God wants people to be nice, fair and kind considering that people can define these traits differently. In Scripture, God yearns for more than merely good behavior and occasional happiness. â€Å"Therefore, anyone who sets aside one of the least of these commands and teaches others accordingly will be called least in the Kingdom of Heaven, but whoever practices and teaches these commands will be called great in the Kingdom of Heaven.† (Matthew 5:19) The fourth belief also contradicts the Incarnation. God is involved in every aspect of our lives. The Kingdom of Heaven, along with God, is current and present. He is exceptionally active in the life and well-being of His creation. â€Å"Behold, I am with you and will keep you wherever you go and will bring you back to this land; for I will not leave you until I have done what I have promised you.† (Genesis 28:15) This idea that God created the world and humanity just to leave it alone can also be seen in the movie â€Å"NOAH†. Repeatedly throughout the movie, Tubal-Cain curses God and is angered by the lack of communication between God and humanity. Except for Noah, who regularly claims to see and hear signs from God, human beings felt that they were, in a way, left in the dark. This caused them to act out and eventually believe that they could do anything they wanted including savagery. The fifth belief is also considered false by Scripture. Heaven is about being present and in constant communication with God. People do not go to Heaven, Heaven comes down to us. â€Å"No one has ascended to heaven but He who came down from heaven.† (John 3:13)

Farewell My Concubine: Self-Identification in Context

Directed by Chen Kaige, a highly acclaimed fifth-generation Chinese film director, Farewell My Concubine has received many international film awards and nominations; among them are the Best Foreign Film and the Palme d’Or at the Cannes Film Festival in 1993. In the film, Cheng Dieyi, a Peking Opera actor playing the leading female characters, becomes obsessed with his role as the concubine of the King of Chu and blurs his stage role with the real life he leads. The circumstances in which one grows up in are critical factors in shaping his or her sense of self-identity.This paper attempts to explore the gender identity troubles that Cheng Dieyi has undergone in his self-identification and sexuality in the context of the environment of his upbringing. The story begins when Cheng’s mother takes her son to Master Guan and begs him to take Dieyi (whose nickname was Douzi at the time) into his opera troupe. In order to be a performer in the Peking opera, one must not have any features that are abnormal or that may frighten the audience. Unfortunately, Douzi fails this test because he was born with a sixth finger on one of his hands.His mother was desperate to sell him off and thus cuts off her son’s finger with a cleaver. At this point, Master Guan agrees to accept Douzi as a disciple in his opera troupe. Master Guan notices that Douzi’s â€Å"features were surprisingly delicate; he was almost pretty† , which are perfect for playing female roles. Thus, Douzi is chosen as a dan , or the female lead of the opera troupe. He will play the female roles alongside his best friend, Xiaolou who was chosen to be his sheng, or male lead. Starting from even the earliest scenes of the film, Dieyi’s self-identity has been slowly ripped away from him.Dieyi’s abrupt transition from living in a brothel as a prostitute’s son to becoming a well-disciplined opera singer in the troupe is marked by his mother’s brutal amputati on of his sixth finger. This symbolic castration implies that one must abandon his inherited past in order to seek a new social identity. â€Å"The root of biological determinism has been severed and the subject freed to pursue a place in a symbolic world of gender fluidity† Dieyi’s finger is not the only thing that has been emasculated, but his self-identity has been castrated as well. The film hints at this in the beginning by including the character of Master Ni, a unuch who was physically castrated, losing his male reproductive organs. While Master Ni was physically castrated of his male reproductive organs, Dieyi becomes mentally and emotionally castrated through his harsh upbringing in the opera troupe. Whereas the symbolic castration signifies the possibility of Dieyi’s transition from a biological male to a stereotypical female, the harsh corporal punishment he receives during his training in the opera troupe enforces that transition. Corporal punishment is often used in schools to reinforce the relation between master and student.It instills in students a sense of the power of the social hierarchy and their place within it. Dieyi’s designated â€Å"place† on that hierarchy, sadly, requires that he learns to abandon his male identity. While corporal punishment remakes Dieyi mentally, costume and make up remakes Dieyi physically. As he performs in the long dresses and fancy headdresses, he sees himself capable of reflecting signs of beauty and femininity. He is forced to sing â€Å"I am by nature a girl, not a boy† , and his full transition to femininity went into full motion the moment he mastered this line and accepted it as the truth, that he is by nature a girl, not a boy.Like most of the male dans in the Peking Opera theatre, Cheng Dieyi must be able to create the illusion of a real female that appeals to the male audience, but Cheng’s femininity is apparent not only on stage, but off stage as well. Clearly, Cheng has fully adapted his female roles into his life off stage. He speaks in a low soft voice, his movements are graceful, maintains the delicate hand pose of the Lan huazhi (the artificial feminine hand pose of the male dan), and wears a seductive look that would often be considered a feminine gaze.Most male dans merely imitate these feminine acts on stage, but Cheng Dieyi gradually transforms these â€Å"acts† into an unconscious habit of his. â€Å"The repetition of the stylized female acts embedded in female impersonation and the rigid and violent regulation of these acts eventually bring about Cheng Dieyi’s unconscious identification with Yuji, concubine of the Chu King, constructing in him a feminine sexuality and identity. † Opera performers at the time were expected to play their stage roles for ife. Dieyi’s most notable performance is an epic opera named Farewell My Concubine; it tells the story of the King of Chu (Xiang Yu) and his fa ithful concubine Yuji. Xiang Yu knows that he has lost to his enemy and drinks with Yuji on the last night. Yuji performs a sword dance for him and then cuts her own throat with his sword to express her faithfulness to him. As Dieyi continues to play the role of Yuji into this professional career, he begins to blur the life of Yuji’s character and his own.This becomes very obvious when Dieyi begins to show signs of affection towards his stage partner, Xiaolou, who plays the King of Chu. In multiple times throughout the movie, Dieyi can be seen looking at Xiaolou with a tender, almost romantic gaze and is especially gentle when he helps Xiaolou apply makeup and dress in costume. His romantic feelings for his â€Å"stage brother† are translucent to the audience as he is overcome by jealousy at the news that Xiaolou was getting married to Juxian. He believes that Juxian is robbing him of what was rightfully his.As in the opera when Yu Ji and Xiang Yu swear their love to e ach other, what Dieyi sees is actually he and his stage brother declaring their loyalty to one another. While Cheng Dieyi wholly embodies the female roles he impersonates, the Peking opera stage is essentially the world in which he bases his identity on. As he enters his professional career and makes a name for himself, he thinks that he will always be able to hide behind his feminine charms, and that art will always transcend any situation.For a while, he is proven right. On one occasion, he sings for a Japanese official to help Xiaolou out of jail; in another, he sings for a Chinese official to bail himself out of jail. Duan Xiaolou reminds Dieyi again and again that life is not the stage and he must learn to adjust to the values of the changing times. The film covers a story that spans across 50 years of Chinese history: the rise and fall of the Nationalist Party, the Sino-Japanese War, the rise of the Communist Party, and the Cultural Revolution.As the nation goes through a turb ulent historical period, Cheng simply views it as a backdrop that would never affect his performances. He was never concerned about any of the political upheavals that occurred or the change in regimes. He felt that as long as his art is being appreciated, it does not matter who the political leaders are. When he was put on trial for being a traitor when the Communist Party was in power, he exclaims, â€Å"If the Japanese were still here, Peking Opera would have spread into Japan already,† with no regard to the consequences.The art of Peking opera has always been Cheng’s way of escaping reality, and it is this illusion that he identifies with. However, when the Cultural Revolution started in 1966, the identity he has found for himself has been robbed from him once again. The Cultural Revolution is one that advocates extreme reality, and thus traditional art becomes a target of exploitation for distracting people from reality. When Dieyi and Xiaolou are taken out onto t he streets to be reprimanded, his previous illusion that he and Xiaolou would never betray one another, just as Yu Ji and Xiang Yu would never do so, is shattered.Under the humiliation and physical abuse of the Red Guards, Xiaolou calls Dieyi a traitor to the Chinese and a homosexual. Cheng and Duan then turn on each other and expose incriminating details about each other’s past to the Red Guards. This political movement is in a sense, a rude awakening for Cheng. For the first time, it forces him to abandon the identity that he forged for himself on the opera stage, and accept that he lives in a world where loyalty is not always indestructible. It is because of this revolution that causes Dieyi’s blurred lines between opera and reality to slowly reappear.These lines, however, did not have a lasting effect. When Cheng Dieyi and Duan Xiaolou reunite on the stage many years after the Cultural Revolution, they make their final Farewell My Concubine performance. At the last scene, Dieyi, playing Yuji, takes the sword and slits his throat. Dieyi wanted so desperately to be Yuji his entire life, and he finally fulfilled that wish, or so he thinks, by boldly committing suicide just as Yuji has done so: for his love, and in a dramatic manner, like a stage opera should be.Cheng Dieyi had grown up with violence and abuse, in a society with constant political turmoil and turbulent changes. As a boy who was already an introvert to begin with, the unsettling changes that revolved around him became too overwhelming. He had no choice but to retreat into a world that he knows best: the opera stage. Though the opera stage is but a fictional world, it is the only place in which he is always the hero(ine).Works Cited Cui, Shuqin. â€Å"Engendering Identity: Female Impersonation in Farewell My Concubine . From Poetic Realm to Fictional World: Chinese Theory of Fictional Ontology (1999) Farewell My Concubine. Dir. Chen Kaige. 1993. DVD. Miramax Films, 1999. Goldstein , Joshua (1999). â€Å"Mei Lanfang and the Nationalization of Peking Opera, 1912–1930† East Asian Cultures Critique 7 (2): 377–420. He, Chengzhou. â€Å"Gaze, Performativity and Gender Trouble in Farewell My Concubine. † Nanjing University (2004): n. pag. Web. Poquette, Ryan D. , Critical Essay on Farewell My Concubine, in Novels for Students, Gale, 2004.

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What you think quality is and your perceptions of quality Essay

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The Role of Time Value in Finance Essay Example | Topics and Well Written Essays - 1000 words

The Role of Time Value in Finance - Essay Example This paper illustrates that time value in finance is considering two views. That time value has future value and present value. A timeline that compounds to find future value and discounting to find present value shows compounding and discounting. Most financial managers will make decisions at time zero. That means that they rely primarily on present value techniques. The time value of money can show a personal finance example too. John Doe places $100 in a savings account paying 8% interest compounded annually at the end of 1 year he will have $108 in the account. The initial principal of $100 plus 8% or $8 in interest will appear in the account at the end of the year. The personal finance example would show that Jane Doe places $800 in a savings account paying 6% interest compounded annually. She wants to know how much money will be in the account at the end of 5 years. Time value of money is a critical financial tool to use as a financial manager or to figure one's own individual finances. The second most important concept is that a financial manager must learn to assess two key determinants:   risk and return.   The risk is the chance of financial loss.   Assets having greater chances of loss, viewed as riskier than those with lesser chances of loss are. In financial management, the risk is a term that is interchangeable with uncertainty to refer to the variability of returns associated with an asset.We need to understand what return is and how to measure it. The return is the total gain or loss experienced on an investment over a given period.   

Managment of business system Assignment Example | Topics and Well Written Essays - 1500 words

Managment of business system - Assignment Example Hence, it is no point in keeping such an extensive product line when most of our revenues are from a short number of products only Process Types: With the large number of product variety, the process takes the form of batch process. Such a process type requires quite a narrow but specialized skills. Getting skilled manpower from is the highest factor resulting in high costs. Moreover such a process type requires changeovers at each stage of production thereby increasing the complexity and the costs of the production process. Process Layout: With a reasonably large variety and volume, the appropriate process layout is a combination of functional layout with elements of cellular layout. Such a combination is difficult to manage as the manager has to keep track of a large number of processes going on simultaneously. This type of layout requires free flow of product pieces and resources in the organization. The most important characteristic of such a layout is the flexibility of path, product design and lot size (Shim and Siegel, 1999). Hence, it calls for an extensive coordination amongst the workers. Since more than one item might be vying for a same resource, the time in production of the item increases, some of the products might have to wait to get the appropriate resource. This results in a decrease in productivity. Skills required: With the large number of product types, it becomes necessary to have a wide range of skills that are differentiated. These specialized skills increase the overall cost of the products. Managing different skills becomes another challenge as the manager has to keep track of the various resources that will be required for various products. Design issues: With the large types of products being produced in the organization, the employees are not in better position to contribute towards the betterment of product design. As a result, the organization fails in launching new design products that enhance the customer

Marketing Research Gilligans Backpacker Hotel Paper

Marketing Gilligans Backpacker Hotel - Research Paper Example Marketing refers to any process aimed at developing and implementing plans to anticipate, identify and satisfy the customer demands with the chief aim maximizing profit margins of an organization or business. Marketing research forms the arsenal of market analysis. This entails identifying the customer’s requirements, planning an appropriate marketing mix culminating into a good entry into the market. Gilligan’s Backpacker Hotel is located in Australia. The hotel that operates the entertainment industry provides attraction to visitors from all over the world (global and local). Its strategic location makes it accessible by the visitors. This hotel is the leading youth hotel resort in Australia. There are not many aged individuals above the age of 55 years that frequent the place as there are the youths. The services are amazing including accommodation, fully conditioned hotel rooms with ensuite, and the traditional backpacker, from where it draws its name. Additional se rvices include free Wi-Fi, stunning Lagoon swimming pools, free transport from the airport, and free line provision among others (Ooi & Laing 2010). Entertainment facilities in the place include open deck bars, supporting events, plasma television, and outdoor pub screens (Crea, 2013). With all this in place the hotel is frequented by youths and adults aged below 55 years.As previously stated in the introduction, the gap that exists in Gilligan’s Backpacker Hotel is that of the customers or rather visitors who visit the premises

Employee Motivation Programs Essay Example for Free

Employee Motivation Programs Essay Keep your workers inspired by utilizing an employee motivation program inShare Your company can benefit by employee motivation. Its important to reward your staff for their hard work through recognition, special privileges or gifts. An employee motivation program shows your staff that your company cares about their success. Motivate your staff and their production will exceed expectations. Increase production and employee satisfaction as your business implements workforce motivation. Employee motivation techniques create the foundation that keeps your workforce happy and productive. Encourage teamwork, which improves your companys success as well as staff motivation. A supportive work atmosphere leads to positive motivation for employees and improves morale. Enjoy workers in the company who have a great attitude and are an example for new staff member joining the organization. Motivating employees can come in many forms. Here are a few ideas to get you started: 1. Consider an employee motivational training program. 2. Use employee motivational articles and other materials to inspire your workers. 3. Give your gifts as an incentive to increase staff motivation. Implement a training program to increase employee’s motivation Training programs use employee motivation theories to offer the best classes and training tools for your company. Some of the most successful companies in the world use training programs for worker motivation. Try: Dale Carnegie Training is a well-established company that understands the benefits of business employee motivation. Training Camp has on-site training as well as an online computer course. Inspire your crew with employee motivation articles and posters The use of visual aids changes how employees view their success. Weve all seen the motivational posters and articles but these can be more beneficial than you might think. The use of attractive and eye-catching materials that cover encouragement, innovation, leadership and make it happen, are subjects used for motivational posters. Try: Successories has an unlimited amount of motivational posters ranging in any subject. Future Think has motivational materials that guide you on how to recognize and reward innovation. Create worker motivation with incentives Employees love rewards for hard work and a wonderful motivational tool is gift incentives. Your staff will strive to do their best and it challenges them to improve productivity through friendly competition and recognition for a job well done. Try: Swift Prepaid Solutions offers prepaid gift cards that you can use to incite your employees to achieve certain goals. You can use them for the best sales or a job well done. Circuit City has a program where you can hand out gift cards to your deserving employees. †¢Employees need to feel encouragement and motivational techniques can achieve the goal of motivating employees on a daily basis. †¢Use an employee motivation survey to gage the morale of your workforce. Ask the staff to indicate what motivates them. Basic choices include recognition, monetary rewards and special privileges.

Consumer Demand for African Food in Liverpool

Consumer Demand for African Food in Liverpool Abstract The aim of this research is to observe and explain consumers preference for African food in Liverpool. By identifying the attitudes towards African food, evaluating the different factors that affect the availability and accessibility of these foods within the city, the effect of globalisation processes on food production to consumption. Three different theories have been used in this research, the Theory of Reason Action, Theory of Planned Behaviour, the Actor Network Theory and the theory of consumption. The global production network which seeks to identify the geographical spatiality involved in the network process of crossing African foods to UK. The actor-network theory is used to explain the different actors/actants in the global production network. The theories of reasoned action and theory of planned behaviour used in this research intends to explain consumer attitude, preference and behaviour towards African foods. It is however observed that African consumers tend to prefer African traditional meals but this is affected by cost, time and distance. A combination of qualitative and quantitative research method is used to better interpret the outcomes of the result. A total of 150 respondents where interviewed from various part of the city, including students, young adults family etc. Cutting across different age groups. Owners of African food stores and restaurants were interviewed using both structured and semi-structured interview. Individuals were selected randomly, to verify interest in African foods. Chapter 1 Introduction The importance of food as a necessity of life goes beyond physical nourishment. Anthropologist and sociologist emphasize that food practices are prime means through which social relationships are formed. (Johnston et al 2006:272). A familiar saying goes â€Å"we are what we eat†; food links us to the rituals and recipes of previous generations, creating a network between families, wider communities, and the global trading network of producers, distributors and consumers. More so, we are transported into the world of others as we experience the tastes of unknown tradition and cultures. Food choices make profound impact on the environment, health and welfare of others, challenging the ideas of tradition and identity. Travel and immigration have also resulted in the changing and shifting of traditions over the years. National identities have been created also by food traditions in distant lands among people of similar culture and background. Food is an indicator of cultural tradi tions, values, and how food traditions develop and evolve over space and time. Much talk of globalisation of foods have helped in shaping traditions, cultural diversity, social and political economy of places, (Bernstein et al 1990: 9, Tinker 1997: 137, 143) however, not all kinds of food are very welcomed in some places, though may not be stated categorically, it can be observed within cities and communities most probably as result of economic policies, cultural differences, international trading policies. Traditional food is a vital aspect of the African cultural heritage. The production processing sale and distribution of food products enhances cultural and ethnic coherence in communities. Consumers demand for safe and tasteful traditional food products (Cayot, 2007). However, there is also a demand for varieties of ethnic foods in multi-ethnic cities and community. The definition of food encompasses matters of moral and cultural significance, differentiating food products, providers and consumers (Cook et al 1996). Food has always had a long history of constructed associations which involves associations of places and people, and has been used as emblem of national, regional and local identities (Murcott 1995). Johnston et al claim that there is no single geographical literature on food with its own coherent themes and problematic, as the study of food is found in economic, political, cultural, social and biological aspects of geography. Therefore food matter does not sit within the confinement of conceptual and spatial boundaries (Johnston 2006: 272). Key issues surrounding topic The speed and reach of globalisation, travel and trade, bring all kinds of diverse foods together. This has however affected the definitions of particular national food culture (Murray). The influence of travel and migration can be seen on major streets and cities in United Kingdom with a rich mixture of nationalities, Indian curry houses, Jewish Bagel shops, Chinese buffets restaurant, Italian restaurant, Mexican among others. However, the presence of African food restaurants seems not a loud as the others considering the long standing history of Blacks in the city. The absence of physical representation of the African food culture around the city especially in everyday cultural display such as in food, as compared to the Asian presence of Chinese, Indian, Thai, Mexican cuisines and other ethnic group in Liverpool raises questions of demand and supply. The most important representation so far is the International Slavery museum at the docks and black slave sculptures that are displayed around historical places in the city, which are only representations of past history and geography and not a total representation of the African culture in recent times. Ethnic minority consumers quest for cultural identity is perceived in the food culture of the group in concern. Commercial globalisation has renewed interest in the relationship between culture and traditional norms and values (James 1890). This pursuit for identity among most migrants to the western world is pronounced in their choice of food (Bauman2000). This research seeks to observe trends in African consumer behaviour and attitude toward African food in United Kingdom, using Liverpool as a case study. In trying to observe and evaluate these trends, certain issues have provided a background for this study, one of which is the re-materializing of postcolonial geographies as it affects Africans in a foreign country. African migrants attitude and food choice behaviour have been affected by certain factors, government and institutional policies of cutting across various levels of trading activities. In determining a consumers preference towards food related behaviours, convenience, as a food attribute, has been described as being as important as taste, health and price (Candel, 2001). However, the availability and accessibility of food influence consumers preference as different values are considered in understanding why consumers make certain food choice. Food choice is a complex phenomenon with many interacting events determining which foods are eaten by the individual at a particular time and place. (Shepherd 1989.) The failure of African foods to cross over into United Kingdom mainstream market has pointed to issues of production, preservation and transportation of African foods into the United Kingdom. International trade policies and barriers by OECD countries, farm subsidies have all been major setbacks to the availability of African food stuff in the United Kingdom. Chapter 1 literature review: theories of consumer perception, Chapter 2 how do Africans perceive African foods and other foods, what do Africans think about the origin of their food and the patriotic nature of Africans towards their food, the first experience of food, generational experience of food. Chapter 3 methodology: theories of research methods. Chapter 4 Chapter 5 result and discussions: background history of black Liverpool, map and population census 2001 of Africans in Liverpool, identifying African business and Questionnaires and interview analysis, Chapter 6 trade relations between African countries and UK CHAPTER 2: LITERATURE REVIEW This literature review looks at the studies that have been done in areas of food preference as it concerns culture, food identity, food preference and quality. The second section will review theories employed in the research and the importance of global production networks. Catherine Dolan and John Humphrey (2000) used Global commodity chain as networks where the decision-maker influences the output of chains and composition governance in their paper ‘governance and trade in fresh vegetables. Their study does not recognise the identity of commodity and consumer as a factor in buyer driven commodity, evaluating the geography of space. This research explores the ethnic identity of consumer as a major actor in global commodity chain networks. The buyers themselves being of African nationality purchase food stuff from the local food store or African food restaurants which receive their supplies from importers of African foods in major cities like London and Manchester. The connection therefore is from the African farmers who grow the foods, to major exporter or importer as the case maybe, to the shelves food store and tables of the restaurant then consumed by Africans who live several miles away from their home country. The cultural identity of the co nsumers becomes a vital connection to the market, because consumers also make demand on the desired food choice. Consumers access to these foods becomes important to the continuity of this trade. Ben Fine (1993) defines commodity chains as â€Å"the commodity-specific chain connecting production, distribution, marketing and consumption and material culture surrounding these elements†, in the study of systems of provision (fine 1993:600). This approach acknowledges the importance of commodities as a possibility of more balanced treatment of the relationship between production and consumption (Crewe 2000). Studies have explored how networks of embedded firms are offering the potential for the more equitable relations between retailer and suppliers, through the sharing of knowledge as market intelligence and labour. (Crewe 1996, Scott 1996, Crewe and Beaverstock 1998). Other study have considered the creative dimension of domestic consumption, and the ways in which consumer good s are actively appropriated in the everyday spaces of the home, however, Domosh examines the reclamation of the home and the domestic space as key consumption site. But it does not take into account the origin of the commodities and how it relates to space for consumption (Domosh 1998). Cook and Crang, explore ways in which geographical knowledge about products invoke a â€Å"double commodity fetishism†. This is the idea in which consumer knowledge are limited by spatially distanciated systems of provision. (Laying emphasis on geographical knowledge about widely sources of food commodities and process through which food is supplied). This work highlights cultural means of places and spaces. Cook and Crang (1996), further explores the global extensive networks and flows of food, people and culinary knowledge embedded in cosmopolitan London. Suggesting that â€Å"cultural mosaic† (Friedman, 1994), conceptualise cultural geographies as bounded cultural regions where constructed associations between food, places and peoples, associations epitomising the conceptions of national, regional and local cuisines. Also describes food as emblems and markers of national, regional and local identities (Murcott 1995). Cook et al (1998), in seeking the articulation of the geographies of culture looks at how figure displacement can be used to suggest process of food consumption are cast as local, the connections of food consumption to networks, which extend beyond delimiting boundaries of particular places. Again, in a closely related study, Cook reflects on the biography and geographies of food. A definition of food as having their own biographies, studies the connection of consumer knowledge about the geographical origins of the food they consume and what roles it plays in food choice and consumption (Cook et al 1998). He concludes in a suggestion that knowledge can potentially be a significant factor in food choice and preference. Much research has been done on Caribbean foods within and outside United Kingdom, probably due to the influx of Caribbean foods into United Kingdom market in the mid 1990s, when it became the ethnic cuisine to go mainstream after the Chinese, Indian and Tex Mex (Cook et al 2003). The complex history of the Caribbeans produced a regional cuisine which had overlapped with the Indian and Chinese foods that were on top of international cuisines in the United Kingdom. The region had also become tourist centres to Europeans and a large interest of the Caribbean lifestyle and delicacies reflected on the shelves of UK supermarkets, in addition to the projected images by celebrity chefs, and companies who increased the exports to satisfy the demand of this market in the mid nineties (Cook et al 2003). This also reflected in Caribbean centres established in major cities and streets in the UK. Cook and Harrison examine debate over the failure of Caribbean food to cross over into the UK mainstream. The paper review mosaic and theories of culture as fundamental difference between a white â€Å"mainstream† and black â€Å"ethnic other† as part problems of this failure. (Cook and Harrison 2003). Understandings of postcolonial geographies of material culture and its contributions to the undermining of, and resistance to forms of colonial dominations that persist in contemporary global capitalist relationships as can be found in food trade relations between the ‘third world and the ‘west. The study uses the example of the corporate history of Grace, Kennedy and Co, a company that preferred to cater for the needs of UK ethnic minority and the third world consumers, instead of prioritising cross over in to UK mainstream market. Friedberg research of modern historical geography of food in Burkina Faso shows how agricultural policies, dietary preferences health concerns, helped to transform regional diet, landscape and economy, resulting to temporal and spatial patterns of daily life in Burkina Faso. The study observes the incorporation of Burkina Faso into the globalised market economy as a result of luxury food (French beans), not leaving out the expectation of food quality safety standards (Friedberg 2003). The study also observes the changing geographies of the meaning of food, suggesting how historical study of food consumption takes place outside formal market economy. Gaps in current research Studies on firms by management oriented researchers have been focused more on companies in developed economies, central and Eastern Europe, small and local food production firms in Africa and their business counterparts even in developed economies have received less attention in the study of economic development. Past researches remained outside social science mainstream therefore have not been influenced by general discourses especially in the field of economic geography. Feminist researchers who have done research in the developing world have only concentrated on gender-related issues in the developing nations rather than with broader questions of small, local and industrial organisations and economic development (Henderson et al 2002:437). The major issues of trade liberalization have affected the cross over of African food and with the increase of safety standard procedures by the UK govt. The challenges of small business and the cost of food as also other major issues that will be discussed. In examining the geographical knowledge about food, actors associated with food, which involves location and situatedness of food, the networks and flows of food and people are major debates around the accessibility of these foods. According to Cook et al the long-running history of interconnections between people and places; and the increasing consciousness of the compression of the economic, political, cultural world, and the production of the world as a single place are two major contentions of globalisation debates (Cook et al 1996). London is said to be promoted as a space of ‘global post-modern (Hall, 1991: 32) by the staging and reconstruction of cultural difference in ‘globalisation diversity (Pieterse, 1995:45 as cited Cook 1996), arguably, Liverpool being proclaimed as the ‘world in one city though with characteristic history of local culture is yet to produce a matching representation of modern diversity of the African culture with the exception of the In ternational Slavery museum. Post colonial issues around African cultural heritage in Liverpool will enhance globalisation diversity as represented in food, arts and cultural of the African food biography and origin. Global Production networks Global production networks emphasize the need to refocus attention on the social circumstances under which commodities are produced and consumed† (Dickens et al 2002 pg 444). It takes into account, the process of production-(can be from the farm stage, harvest, labour technology, processing in Africa, transportation, UK standardization, repackaging, supply and distribution,) which do not always follow a chain link but a complex network process, over time and space and distance to consumption. The GPN framework allows for a greater complexity and geographical variation in producer-consumer relation, this in turn enhances the ability to reveal how certain key knowledge ‘circulate between producers, consumers and intermediaries. It also reveals complex social geographies as agents located in different places can be seen to combine to influence the production process (Henderson et al 2002:445). In all, this research seeks to answer the following questions: †¢ Research Questions? To what extent does the demand of African food affect its availability? What impact does African food trade make on the supply of these foods? How have African food stores and restaurants faired with migration of Africans in Liverpool? Preference is described by Babicz-Zielinska as â€Å"a general predisposition for a particular food, independent of the eating situation, and expressed by degree of liking or disliking of the food, desired food frequency or fraction of subjects selecting the food as a response to its name†(Babicz-Zielinska 1999:139). The choice of food depends on factors that influence human behaviour, which in turn affects the rejection of some food and acceptance of others. A classification based on current food-choice models is used to explain certain attributes of food choice is made by Babicz-Zielinska (Babicz-Zielinska 1999:138) 1. Production-related factors- which could be physical and chemical properties of food, sensory attributes, functional features(labelling, availability) nutritional value; or 2. Consumer-related factors- personal features, (age, gender, psychological factors, experience, personality), physiological factors (health) or 3. Environment-related factors- economic factors (price and income), cultural factors (beliefs, social factors- social status and fashion. Consumer-related factors and environment-related factors will be area of concern in this research. Factors of food choice survey was conducted in European Community EC countries, and it showed that quality/freshness, taste, selecting a healthy diet, price, family preferences and habits belong to the most important choice factors, (Lennernas et al 1997) Behavioural research methodologies are usually used to ascertain the underlying factors that determine food-related behaviour, reason being that food choice and consumption are natural and integrated part of human behaviour (Mahon et al 2006:474). The theory of reasoned action The theory of reasoned action has received attention within the field of consumer behaviour. (Sheppard et al 1988). The theory of reasoned action studies attitude and behaviour (Ajzen Fishbein 1980). It observes behavioural intention, attitude and subjective norm. According to Fishbein and Ajzen, a persons behaviour is guided by the persons attitude towards the behaviour and the subjective norm. For example, Africans tend to eat hot, spicy and tasty food, so when they find themselves away from ‘home, they look for their regular food, or something very close to the kind of food they have been used to, the alternative in this case could mean the Caribbean cuisine which also has its origin from African foods, or the Spanish or Mexican spicy foods as found in UK. However the cost also plays a determining role in making food choice, this shall be explained in detail in later chapter. Miller 2005 defines attitude, subjective norm, and behavioural intentions as the 3 components of the theory of reasoned action. Attitude: The sum of beliefs about a particular behaviour weighted by evaluation of these beliefs. Subjective norms. This looks at the influence of people in ones social environment on his/her behavioural intentions. Behavioural intention. This is a function of both attitudes towards behaviour and subjective norms towards that behaviour which has been found to predict actual behaviour. The theory of planned behaviour is adopted to explain consumer behaviour towards African food. The other alternative in this research is the British food, considering different factors that affect the choice of food. Human behaviour is explained and predicted by the theory of planned behaviour in understanding beliefs and attitudes. Ajzen et al 1986, explains that TPB is an extension of the TRA. The theory of planned behaviour was developed as a third predictor of behaviour, perceived behavioural control, (Mahon et al 2006:475). Perceived behavioural control reflects beliefs regarding the access to resources and opportunities needed to perform a behaviour (Chiou, 1998 as cited in Mahon 2006 pg 475). The availability of resources needed to engage in the behaviour such as money, time and other resources, the focal person self confidence in their ability to conduct the behaviour are two major reflections of the theory of planned behaviour. The theory of consumer preference. Consumers have set of preferences which are dependent upon individual tastes, education, culture and other factors, apart from the economic factor. These factors are measured for particular goods in terms of the real opportunity cost to the consumer who purchases and consumes the goods. Consumer level of satisfaction of a particular kind of food is determined by what the consumer defines as â€Å"satisfaction†. However, consumers are constrained in their choices of foods by income, accessibility of goods and also the price that the consumer is willing to pay for his food. Consumer preferences are defined as the subjective taste as measured by utility-(where utility is the satisfaction that a consumer derives from the consumption of a good) of various bundles of goods. Preferences help consumer to prioritize bundles of goods according to the levels of utility that they give the consumer. However, these preferences are not dependent on income and prices only. The ability for a consumer to purchase certain kind of food does not always determine a consumers like or dislike over another food. For example, an African consumer in Liverpool can have a preference for African foods over British foods but only has the financial means to buy British meals more often. There are certain assumptions of consumers preference theory, which will be further looked into, the assumption of decisiveness, consistency, non-satiation, convexity. Actor network theory. ANT, a social theory pioneered by Michel Callon (1986), Bruno Latour (1987) and John Law (1987), conceptualize social interactions in terms of networks. This includes the material environment and human causes. The concept of ANT acknowledges the importance of both material and human factors in networks. The theory conveys the idea that the actor does not act ‘on his own but only under the influence of complex network of material and human influences. For example, the process involved in making African foods available is not just caused human factors, but also by production, technology, society, extended politics of trade and culture, all affecting the accessibility and availability of the foods. According to Callon (1986) materials causes as well as human actors may be determinants of the social interactions and outcomes (Callon 1986). According to Henderson 2002, ANT emphasize the relationality of object and agency in heterogeneous networks, in other words, entities in network s are shaped by and can only be understood through their relations and connectivity to other entities(Law, 1999:4 as cited in Henderson et al 2002). Again, space and distance are observed as ‘spatial fields and relational scopes of influence, power and connectivity (Harvey, 1969; Murdoch 1998 as cited in Henderson et al 2002). According to Nancy Vanhouse, ANT has to approaches, ‘follow the actor, through interviews and ethnographic research and through examining inscriptions. Inscriptions including texts, but also images of many sorts, databases, and the like are central to knowledge work. Some (e.g., Latour and Woolgar, 1991; Callon, Law, and Rip, 1986) say that texts (including journal articles, conference papers and presentations, grant proposals, and patents) are among the major, if not the major, products of scientific work. Inscriptions make action at a distance possible by stabilizing work in such a way that it can travel across space and time and be combined with other work. Texts are also central to the process of gaining credibility. They carry work to other people and institutions. They attempt to present work in such a way that its meaning and significance are irrefutable. And texts are where authors establish equivalences among problems, which Callon et al. (1986) identifies as a major strategy of enrolling others. An important part of the standard journal article or grant application, for example, is to say, in essence, If you are interested in X (major issue) you must be interested in Y, which is the topic of the work reported/proposed here. References Latour, B. and Woolgar, S. (1991). Laboratory life: the construction of scientific facts, intro by Salk, J., Princeton, NJ, Princeton University Press Callon, Michel, John Law, and Arie Rip, eds. Mapping the Dynamics of Science and Technology: Sociology of Science in the Real World. London: Macmillan Press, 1986. Actor network theory has become very helpful in understanding connections between places and space. Its insistency on non human factor in network production Supply chain and bottleneck bureaucracy of the supply of food products from Africa into the UK makes it more difficult for the availability of this food. This furthermore widens the distance/gap between consumers and suppliers/retailers. The length of this chain affects. The quality assurance schemes, production and manufacturing to retailers protocols and the application of quality management system and standard such as HACCP and ISO series are various ways of cutting supplies. Bottlenecks of food quality and safety standards in food processing and distribution. The HACCP systems are used in specific export sectors in Africa, an example is the EU quality standard for fish in Uganda is based on EU directive 91/493/EEC and on Codex Alimentarius (Trienekens et al 2008:116) covering areas of microbiology level, pesticides residues, heavy metals, effluents, Good manufacturing practices (processing stage) and HACCP (processing stage) (Ssemwanga, 2003 as cited in Trienekens et al 2008:116). Kenya adheres to UK food and safety Act of 1990, more so testing laboratories are accredited to ISO 17025; 2000 by United Kingdom Accreditation services (UKAS) (Kari 2003), the high deportation rate of this products on western markets shows the fragility of the systems. As pesticides residues are discovered in the product. Other systems used for processors and packers of fish for exports are GMP, ISO 90002. The proliferation of standards by western markets creates a barrier for the application of standards by developing countries producers. The lack of enabling environment in which infrastructure facilities are absent in African countries is also a major setback. African countries are still discovering quality and safety of food as important condition for international food trade (Trieneken et al 2008:117). Building of facilities, government structures to improve and ensure quality and safety of products are still key agenda of attention. The importance of transportation, preservation (cooled system of transport) and storage are very vital to international trade. African countries are still at the phase of establishing the right conditions to enforce food quality and safety of the other products. According to Trieneken et al- many developing countries do not have skilled labour and laboratory facilities, this however limits good- quality management, making difficult. Small and medium size business, from developing countries find difficult or almost impossible to comply with standard required in western markets (Dinham, 2003, Unnevehr, 2002). Due to barriers created by SPS and TBT in exporting foods, from developing countries do not have the adequate information and most likely unaware of specific demand of western standards for trade. The heterogeneous standard in developed economies also poses a problem, as continues differ to country and market also differ. The cost of certification is too much for develop countries to bear. Most African food products are unable to adapt to the rigorous requirements of modern supply chain, either through scale enterprise or lack of knowledge or financial constraints, become non-competitive. The myriad of innovations and development has made the process of food supply chain increase in productivity. The combine technology of accurate weighing, refrigeration controlled atmospheric bacterial growth inhibition, pasteurisation, micro-element pollutant detection, bar-coding, electronic recognition of packaging, the use of stabilizers etc, has also contributed to the difficulty in having African food cross over, as most business may not be financially equipped enough for the volume of the trading. Christopher (1999) notes that the supply chain management evolves around the partnership developed in the chain and is supported by information technology applications that co-ordinate information dissemination and sharing amongst the chain members. This research has revealed that most home cooked food are prepared under high hygienic conditions, as cooking is monitored by consumer themselves problems with calories consumptions that affect the health of consumer is also under check, compared to the perceptions about eating fast food at convenience KFC and MacDonalds. This is one reason for the preference of African food among black consumer. One of the major problems of availability of African foods in UK is the problem of access into the country. Developing countries especially in Africa find it difficult to meet the food safety standards imposed by the UK/developing countries. Food safety standards which were originally set up to keep food for quality and safe consumption, by government of different countries are being used as trade impeding protectionist tools.(Jongwanich 2009:1). Food safety standards are usually to the disadvantage of developing countries, due to their limits capacity to access and use technology and information. International trade negotiations have experience setbacks for developing countries in recent years due to a demand for more stringent SPS in developed countries, which is as a result of increase in health consciousness and rising incomes. Before now, tariffs and quantitative restrictions are the trade barriers and impediments that affect export from developing countries to developed countri es, but in recent times, food safety standards have become tool for protectionist to block trade(Jongwanich 2009: Consumer Demand for African Food in Liverpool Consumer Demand for African Food in Liverpool Abstract The aim of this research is to observe and explain consumers preference for African food in Liverpool. By identifying the attitudes towards African food, evaluating the different factors that affect the availability and accessibility of these foods within the city, the effect of globalisation processes on food production to consumption. Three different theories have been used in this research, the Theory of Reason Action, Theory of Planned Behaviour, the Actor Network Theory and the theory of consumption. The global production network which seeks to identify the geographical spatiality involved in the network process of crossing African foods to UK. The actor-network theory is used to explain the different actors/actants in the global production network. The theories of reasoned action and theory of planned behaviour used in this research intends to explain consumer attitude, preference and behaviour towards African foods. It is however observed that African consumers tend to prefer African traditional meals but this is affected by cost, time and distance. A combination of qualitative and quantitative research method is used to better interpret the outcomes of the result. A total of 150 respondents where interviewed from various part of the city, including students, young adults family etc. Cutting across different age groups. Owners of African food stores and restaurants were interviewed using both structured and semi-structured interview. Individuals were selected randomly, to verify interest in African foods. Chapter 1 Introduction The importance of food as a necessity of life goes beyond physical nourishment. Anthropologist and sociologist emphasize that food practices are prime means through which social relationships are formed. (Johnston et al 2006:272). A familiar saying goes â€Å"we are what we eat†; food links us to the rituals and recipes of previous generations, creating a network between families, wider communities, and the global trading network of producers, distributors and consumers. More so, we are transported into the world of others as we experience the tastes of unknown tradition and cultures. Food choices make profound impact on the environment, health and welfare of others, challenging the ideas of tradition and identity. Travel and immigration have also resulted in the changing and shifting of traditions over the years. National identities have been created also by food traditions in distant lands among people of similar culture and background. Food is an indicator of cultural tradi tions, values, and how food traditions develop and evolve over space and time. Much talk of globalisation of foods have helped in shaping traditions, cultural diversity, social and political economy of places, (Bernstein et al 1990: 9, Tinker 1997: 137, 143) however, not all kinds of food are very welcomed in some places, though may not be stated categorically, it can be observed within cities and communities most probably as result of economic policies, cultural differences, international trading policies. Traditional food is a vital aspect of the African cultural heritage. The production processing sale and distribution of food products enhances cultural and ethnic coherence in communities. Consumers demand for safe and tasteful traditional food products (Cayot, 2007). However, there is also a demand for varieties of ethnic foods in multi-ethnic cities and community. The definition of food encompasses matters of moral and cultural significance, differentiating food products, providers and consumers (Cook et al 1996). Food has always had a long history of constructed associations which involves associations of places and people, and has been used as emblem of national, regional and local identities (Murcott 1995). Johnston et al claim that there is no single geographical literature on food with its own coherent themes and problematic, as the study of food is found in economic, political, cultural, social and biological aspects of geography. Therefore food matter does not sit within the confinement of conceptual and spatial boundaries (Johnston 2006: 272). Key issues surrounding topic The speed and reach of globalisation, travel and trade, bring all kinds of diverse foods together. This has however affected the definitions of particular national food culture (Murray). The influence of travel and migration can be seen on major streets and cities in United Kingdom with a rich mixture of nationalities, Indian curry houses, Jewish Bagel shops, Chinese buffets restaurant, Italian restaurant, Mexican among others. However, the presence of African food restaurants seems not a loud as the others considering the long standing history of Blacks in the city. The absence of physical representation of the African food culture around the city especially in everyday cultural display such as in food, as compared to the Asian presence of Chinese, Indian, Thai, Mexican cuisines and other ethnic group in Liverpool raises questions of demand and supply. The most important representation so far is the International Slavery museum at the docks and black slave sculptures that are displayed around historical places in the city, which are only representations of past history and geography and not a total representation of the African culture in recent times. Ethnic minority consumers quest for cultural identity is perceived in the food culture of the group in concern. Commercial globalisation has renewed interest in the relationship between culture and traditional norms and values (James 1890). This pursuit for identity among most migrants to the western world is pronounced in their choice of food (Bauman2000). This research seeks to observe trends in African consumer behaviour and attitude toward African food in United Kingdom, using Liverpool as a case study. In trying to observe and evaluate these trends, certain issues have provided a background for this study, one of which is the re-materializing of postcolonial geographies as it affects Africans in a foreign country. African migrants attitude and food choice behaviour have been affected by certain factors, government and institutional policies of cutting across various levels of trading activities. In determining a consumers preference towards food related behaviours, convenience, as a food attribute, has been described as being as important as taste, health and price (Candel, 2001). However, the availability and accessibility of food influence consumers preference as different values are considered in understanding why consumers make certain food choice. Food choice is a complex phenomenon with many interacting events determining which foods are eaten by the individual at a particular time and place. (Shepherd 1989.) The failure of African foods to cross over into United Kingdom mainstream market has pointed to issues of production, preservation and transportation of African foods into the United Kingdom. International trade policies and barriers by OECD countries, farm subsidies have all been major setbacks to the availability of African food stuff in the United Kingdom. Chapter 1 literature review: theories of consumer perception, Chapter 2 how do Africans perceive African foods and other foods, what do Africans think about the origin of their food and the patriotic nature of Africans towards their food, the first experience of food, generational experience of food. Chapter 3 methodology: theories of research methods. Chapter 4 Chapter 5 result and discussions: background history of black Liverpool, map and population census 2001 of Africans in Liverpool, identifying African business and Questionnaires and interview analysis, Chapter 6 trade relations between African countries and UK CHAPTER 2: LITERATURE REVIEW This literature review looks at the studies that have been done in areas of food preference as it concerns culture, food identity, food preference and quality. The second section will review theories employed in the research and the importance of global production networks. Catherine Dolan and John Humphrey (2000) used Global commodity chain as networks where the decision-maker influences the output of chains and composition governance in their paper ‘governance and trade in fresh vegetables. Their study does not recognise the identity of commodity and consumer as a factor in buyer driven commodity, evaluating the geography of space. This research explores the ethnic identity of consumer as a major actor in global commodity chain networks. The buyers themselves being of African nationality purchase food stuff from the local food store or African food restaurants which receive their supplies from importers of African foods in major cities like London and Manchester. The connection therefore is from the African farmers who grow the foods, to major exporter or importer as the case maybe, to the shelves food store and tables of the restaurant then consumed by Africans who live several miles away from their home country. The cultural identity of the co nsumers becomes a vital connection to the market, because consumers also make demand on the desired food choice. Consumers access to these foods becomes important to the continuity of this trade. Ben Fine (1993) defines commodity chains as â€Å"the commodity-specific chain connecting production, distribution, marketing and consumption and material culture surrounding these elements†, in the study of systems of provision (fine 1993:600). This approach acknowledges the importance of commodities as a possibility of more balanced treatment of the relationship between production and consumption (Crewe 2000). Studies have explored how networks of embedded firms are offering the potential for the more equitable relations between retailer and suppliers, through the sharing of knowledge as market intelligence and labour. (Crewe 1996, Scott 1996, Crewe and Beaverstock 1998). Other study have considered the creative dimension of domestic consumption, and the ways in which consumer good s are actively appropriated in the everyday spaces of the home, however, Domosh examines the reclamation of the home and the domestic space as key consumption site. But it does not take into account the origin of the commodities and how it relates to space for consumption (Domosh 1998). Cook and Crang, explore ways in which geographical knowledge about products invoke a â€Å"double commodity fetishism†. This is the idea in which consumer knowledge are limited by spatially distanciated systems of provision. (Laying emphasis on geographical knowledge about widely sources of food commodities and process through which food is supplied). This work highlights cultural means of places and spaces. Cook and Crang (1996), further explores the global extensive networks and flows of food, people and culinary knowledge embedded in cosmopolitan London. Suggesting that â€Å"cultural mosaic† (Friedman, 1994), conceptualise cultural geographies as bounded cultural regions where constructed associations between food, places and peoples, associations epitomising the conceptions of national, regional and local cuisines. Also describes food as emblems and markers of national, regional and local identities (Murcott 1995). Cook et al (1998), in seeking the articulation of the geographies of culture looks at how figure displacement can be used to suggest process of food consumption are cast as local, the connections of food consumption to networks, which extend beyond delimiting boundaries of particular places. Again, in a closely related study, Cook reflects on the biography and geographies of food. A definition of food as having their own biographies, studies the connection of consumer knowledge about the geographical origins of the food they consume and what roles it plays in food choice and consumption (Cook et al 1998). He concludes in a suggestion that knowledge can potentially be a significant factor in food choice and preference. Much research has been done on Caribbean foods within and outside United Kingdom, probably due to the influx of Caribbean foods into United Kingdom market in the mid 1990s, when it became the ethnic cuisine to go mainstream after the Chinese, Indian and Tex Mex (Cook et al 2003). The complex history of the Caribbeans produced a regional cuisine which had overlapped with the Indian and Chinese foods that were on top of international cuisines in the United Kingdom. The region had also become tourist centres to Europeans and a large interest of the Caribbean lifestyle and delicacies reflected on the shelves of UK supermarkets, in addition to the projected images by celebrity chefs, and companies who increased the exports to satisfy the demand of this market in the mid nineties (Cook et al 2003). This also reflected in Caribbean centres established in major cities and streets in the UK. Cook and Harrison examine debate over the failure of Caribbean food to cross over into the UK mainstream. The paper review mosaic and theories of culture as fundamental difference between a white â€Å"mainstream† and black â€Å"ethnic other† as part problems of this failure. (Cook and Harrison 2003). Understandings of postcolonial geographies of material culture and its contributions to the undermining of, and resistance to forms of colonial dominations that persist in contemporary global capitalist relationships as can be found in food trade relations between the ‘third world and the ‘west. The study uses the example of the corporate history of Grace, Kennedy and Co, a company that preferred to cater for the needs of UK ethnic minority and the third world consumers, instead of prioritising cross over in to UK mainstream market. Friedberg research of modern historical geography of food in Burkina Faso shows how agricultural policies, dietary preferences health concerns, helped to transform regional diet, landscape and economy, resulting to temporal and spatial patterns of daily life in Burkina Faso. The study observes the incorporation of Burkina Faso into the globalised market economy as a result of luxury food (French beans), not leaving out the expectation of food quality safety standards (Friedberg 2003). The study also observes the changing geographies of the meaning of food, suggesting how historical study of food consumption takes place outside formal market economy. Gaps in current research Studies on firms by management oriented researchers have been focused more on companies in developed economies, central and Eastern Europe, small and local food production firms in Africa and their business counterparts even in developed economies have received less attention in the study of economic development. Past researches remained outside social science mainstream therefore have not been influenced by general discourses especially in the field of economic geography. Feminist researchers who have done research in the developing world have only concentrated on gender-related issues in the developing nations rather than with broader questions of small, local and industrial organisations and economic development (Henderson et al 2002:437). The major issues of trade liberalization have affected the cross over of African food and with the increase of safety standard procedures by the UK govt. The challenges of small business and the cost of food as also other major issues that will be discussed. In examining the geographical knowledge about food, actors associated with food, which involves location and situatedness of food, the networks and flows of food and people are major debates around the accessibility of these foods. According to Cook et al the long-running history of interconnections between people and places; and the increasing consciousness of the compression of the economic, political, cultural world, and the production of the world as a single place are two major contentions of globalisation debates (Cook et al 1996). London is said to be promoted as a space of ‘global post-modern (Hall, 1991: 32) by the staging and reconstruction of cultural difference in ‘globalisation diversity (Pieterse, 1995:45 as cited Cook 1996), arguably, Liverpool being proclaimed as the ‘world in one city though with characteristic history of local culture is yet to produce a matching representation of modern diversity of the African culture with the exception of the In ternational Slavery museum. Post colonial issues around African cultural heritage in Liverpool will enhance globalisation diversity as represented in food, arts and cultural of the African food biography and origin. Global Production networks Global production networks emphasize the need to refocus attention on the social circumstances under which commodities are produced and consumed† (Dickens et al 2002 pg 444). It takes into account, the process of production-(can be from the farm stage, harvest, labour technology, processing in Africa, transportation, UK standardization, repackaging, supply and distribution,) which do not always follow a chain link but a complex network process, over time and space and distance to consumption. The GPN framework allows for a greater complexity and geographical variation in producer-consumer relation, this in turn enhances the ability to reveal how certain key knowledge ‘circulate between producers, consumers and intermediaries. It also reveals complex social geographies as agents located in different places can be seen to combine to influence the production process (Henderson et al 2002:445). In all, this research seeks to answer the following questions: †¢ Research Questions? To what extent does the demand of African food affect its availability? What impact does African food trade make on the supply of these foods? How have African food stores and restaurants faired with migration of Africans in Liverpool? Preference is described by Babicz-Zielinska as â€Å"a general predisposition for a particular food, independent of the eating situation, and expressed by degree of liking or disliking of the food, desired food frequency or fraction of subjects selecting the food as a response to its name†(Babicz-Zielinska 1999:139). The choice of food depends on factors that influence human behaviour, which in turn affects the rejection of some food and acceptance of others. A classification based on current food-choice models is used to explain certain attributes of food choice is made by Babicz-Zielinska (Babicz-Zielinska 1999:138) 1. Production-related factors- which could be physical and chemical properties of food, sensory attributes, functional features(labelling, availability) nutritional value; or 2. Consumer-related factors- personal features, (age, gender, psychological factors, experience, personality), physiological factors (health) or 3. Environment-related factors- economic factors (price and income), cultural factors (beliefs, social factors- social status and fashion. Consumer-related factors and environment-related factors will be area of concern in this research. Factors of food choice survey was conducted in European Community EC countries, and it showed that quality/freshness, taste, selecting a healthy diet, price, family preferences and habits belong to the most important choice factors, (Lennernas et al 1997) Behavioural research methodologies are usually used to ascertain the underlying factors that determine food-related behaviour, reason being that food choice and consumption are natural and integrated part of human behaviour (Mahon et al 2006:474). The theory of reasoned action The theory of reasoned action has received attention within the field of consumer behaviour. (Sheppard et al 1988). The theory of reasoned action studies attitude and behaviour (Ajzen Fishbein 1980). It observes behavioural intention, attitude and subjective norm. According to Fishbein and Ajzen, a persons behaviour is guided by the persons attitude towards the behaviour and the subjective norm. For example, Africans tend to eat hot, spicy and tasty food, so when they find themselves away from ‘home, they look for their regular food, or something very close to the kind of food they have been used to, the alternative in this case could mean the Caribbean cuisine which also has its origin from African foods, or the Spanish or Mexican spicy foods as found in UK. However the cost also plays a determining role in making food choice, this shall be explained in detail in later chapter. Miller 2005 defines attitude, subjective norm, and behavioural intentions as the 3 components of the theory of reasoned action. Attitude: The sum of beliefs about a particular behaviour weighted by evaluation of these beliefs. Subjective norms. This looks at the influence of people in ones social environment on his/her behavioural intentions. Behavioural intention. This is a function of both attitudes towards behaviour and subjective norms towards that behaviour which has been found to predict actual behaviour. The theory of planned behaviour is adopted to explain consumer behaviour towards African food. The other alternative in this research is the British food, considering different factors that affect the choice of food. Human behaviour is explained and predicted by the theory of planned behaviour in understanding beliefs and attitudes. Ajzen et al 1986, explains that TPB is an extension of the TRA. The theory of planned behaviour was developed as a third predictor of behaviour, perceived behavioural control, (Mahon et al 2006:475). Perceived behavioural control reflects beliefs regarding the access to resources and opportunities needed to perform a behaviour (Chiou, 1998 as cited in Mahon 2006 pg 475). The availability of resources needed to engage in the behaviour such as money, time and other resources, the focal person self confidence in their ability to conduct the behaviour are two major reflections of the theory of planned behaviour. The theory of consumer preference. Consumers have set of preferences which are dependent upon individual tastes, education, culture and other factors, apart from the economic factor. These factors are measured for particular goods in terms of the real opportunity cost to the consumer who purchases and consumes the goods. Consumer level of satisfaction of a particular kind of food is determined by what the consumer defines as â€Å"satisfaction†. However, consumers are constrained in their choices of foods by income, accessibility of goods and also the price that the consumer is willing to pay for his food. Consumer preferences are defined as the subjective taste as measured by utility-(where utility is the satisfaction that a consumer derives from the consumption of a good) of various bundles of goods. Preferences help consumer to prioritize bundles of goods according to the levels of utility that they give the consumer. However, these preferences are not dependent on income and prices only. The ability for a consumer to purchase certain kind of food does not always determine a consumers like or dislike over another food. For example, an African consumer in Liverpool can have a preference for African foods over British foods but only has the financial means to buy British meals more often. There are certain assumptions of consumers preference theory, which will be further looked into, the assumption of decisiveness, consistency, non-satiation, convexity. Actor network theory. ANT, a social theory pioneered by Michel Callon (1986), Bruno Latour (1987) and John Law (1987), conceptualize social interactions in terms of networks. This includes the material environment and human causes. The concept of ANT acknowledges the importance of both material and human factors in networks. The theory conveys the idea that the actor does not act ‘on his own but only under the influence of complex network of material and human influences. For example, the process involved in making African foods available is not just caused human factors, but also by production, technology, society, extended politics of trade and culture, all affecting the accessibility and availability of the foods. According to Callon (1986) materials causes as well as human actors may be determinants of the social interactions and outcomes (Callon 1986). According to Henderson 2002, ANT emphasize the relationality of object and agency in heterogeneous networks, in other words, entities in network s are shaped by and can only be understood through their relations and connectivity to other entities(Law, 1999:4 as cited in Henderson et al 2002). Again, space and distance are observed as ‘spatial fields and relational scopes of influence, power and connectivity (Harvey, 1969; Murdoch 1998 as cited in Henderson et al 2002). According to Nancy Vanhouse, ANT has to approaches, ‘follow the actor, through interviews and ethnographic research and through examining inscriptions. Inscriptions including texts, but also images of many sorts, databases, and the like are central to knowledge work. Some (e.g., Latour and Woolgar, 1991; Callon, Law, and Rip, 1986) say that texts (including journal articles, conference papers and presentations, grant proposals, and patents) are among the major, if not the major, products of scientific work. Inscriptions make action at a distance possible by stabilizing work in such a way that it can travel across space and time and be combined with other work. Texts are also central to the process of gaining credibility. They carry work to other people and institutions. They attempt to present work in such a way that its meaning and significance are irrefutable. And texts are where authors establish equivalences among problems, which Callon et al. (1986) identifies as a major strategy of enrolling others. An important part of the standard journal article or grant application, for example, is to say, in essence, If you are interested in X (major issue) you must be interested in Y, which is the topic of the work reported/proposed here. References Latour, B. and Woolgar, S. (1991). Laboratory life: the construction of scientific facts, intro by Salk, J., Princeton, NJ, Princeton University Press Callon, Michel, John Law, and Arie Rip, eds. Mapping the Dynamics of Science and Technology: Sociology of Science in the Real World. London: Macmillan Press, 1986. Actor network theory has become very helpful in understanding connections between places and space. Its insistency on non human factor in network production Supply chain and bottleneck bureaucracy of the supply of food products from Africa into the UK makes it more difficult for the availability of this food. This furthermore widens the distance/gap between consumers and suppliers/retailers. The length of this chain affects. The quality assurance schemes, production and manufacturing to retailers protocols and the application of quality management system and standard such as HACCP and ISO series are various ways of cutting supplies. Bottlenecks of food quality and safety standards in food processing and distribution. The HACCP systems are used in specific export sectors in Africa, an example is the EU quality standard for fish in Uganda is based on EU directive 91/493/EEC and on Codex Alimentarius (Trienekens et al 2008:116) covering areas of microbiology level, pesticides residues, heavy metals, effluents, Good manufacturing practices (processing stage) and HACCP (processing stage) (Ssemwanga, 2003 as cited in Trienekens et al 2008:116). Kenya adheres to UK food and safety Act of 1990, more so testing laboratories are accredited to ISO 17025; 2000 by United Kingdom Accreditation services (UKAS) (Kari 2003), the high deportation rate of this products on western markets shows the fragility of the systems. As pesticides residues are discovered in the product. Other systems used for processors and packers of fish for exports are GMP, ISO 90002. The proliferation of standards by western markets creates a barrier for the application of standards by developing countries producers. The lack of enabling environment in which infrastructure facilities are absent in African countries is also a major setback. African countries are still discovering quality and safety of food as important condition for international food trade (Trieneken et al 2008:117). Building of facilities, government structures to improve and ensure quality and safety of products are still key agenda of attention. The importance of transportation, preservation (cooled system of transport) and storage are very vital to international trade. African countries are still at the phase of establishing the right conditions to enforce food quality and safety of the other products. According to Trieneken et al- many developing countries do not have skilled labour and laboratory facilities, this however limits good- quality management, making difficult. Small and medium size business, from developing countries find difficult or almost impossible to comply with standard required in western markets (Dinham, 2003, Unnevehr, 2002). Due to barriers created by SPS and TBT in exporting foods, from developing countries do not have the adequate information and most likely unaware of specific demand of western standards for trade. The heterogeneous standard in developed economies also poses a problem, as continues differ to country and market also differ. The cost of certification is too much for develop countries to bear. Most African food products are unable to adapt to the rigorous requirements of modern supply chain, either through scale enterprise or lack of knowledge or financial constraints, become non-competitive. The myriad of innovations and development has made the process of food supply chain increase in productivity. The combine technology of accurate weighing, refrigeration controlled atmospheric bacterial growth inhibition, pasteurisation, micro-element pollutant detection, bar-coding, electronic recognition of packaging, the use of stabilizers etc, has also contributed to the difficulty in having African food cross over, as most business may not be financially equipped enough for the volume of the trading. Christopher (1999) notes that the supply chain management evolves around the partnership developed in the chain and is supported by information technology applications that co-ordinate information dissemination and sharing amongst the chain members. This research has revealed that most home cooked food are prepared under high hygienic conditions, as cooking is monitored by consumer themselves problems with calories consumptions that affect the health of consumer is also under check, compared to the perceptions about eating fast food at convenience KFC and MacDonalds. This is one reason for the preference of African food among black consumer. One of the major problems of availability of African foods in UK is the problem of access into the country. Developing countries especially in Africa find it difficult to meet the food safety standards imposed by the UK/developing countries. Food safety standards which were originally set up to keep food for quality and safe consumption, by government of different countries are being used as trade impeding protectionist tools.(Jongwanich 2009:1). Food safety standards are usually to the disadvantage of developing countries, due to their limits capacity to access and use technology and information. International trade negotiations have experience setbacks for developing countries in recent years due to a demand for more stringent SPS in developed countries, which is as a result of increase in health consciousness and rising incomes. Before now, tariffs and quantitative restrictions are the trade barriers and impediments that affect export from developing countries to developed countri es, but in recent times, food safety standards have become tool for protectionist to block trade(Jongwanich 2009: