Racism and Slavery in America Essay

The origin of race and slavery in North America is often viewed chronologically. Historians are divided on their stance as to whether or not racism may be considered as the root cause of slavery. While some agree on this, others argue that slavery in fact had nothing to do with the origins of racism and that in retrospect, slavery when legalized actually facilitated racism. However, the question is not one of precedence because essentially the social differences including rituals, religion, and language along with inequalities of power between the Europeans and Africans together gave way to racism and slavery. Hence it would be wrong to divide North America in the seventeenth century into the two binaries of race and slavery and consider these realms as mutually exclusive. It was not just racism that made Africans slaves or slavery that made Europeans racist. Rather, the interaction of differences in race and power structure created a realm where each overlaps and influences one other. The two arguments presented by scholars are true yet they are contradictory if viewed from the perspective of causality. This suggests that for both the standpoints to hold true, the occurrence of racism and slavery had to be during the same period in history, not preceding one another. Thus, this paper explores the idea that slavery and racism cannot be seen in a relationship of causality. Instead, slavery and racism are iterative terms, i. e. they are the products of a large number of small unconscious acts and interactive social engagements. As Canessa asserts that â€Å"each iteration reinforces or undermines a particular identity, but any single act is unlikely to have a major effect†, it suggests that neither racism or slavery preceded each other, but rather they developed and influenced each other as a result of the interactions between Europeans and Africans. The concept of iteration can be understood by exploring the two different positions that various scholars hold. The first stance that racism preceded slavery, demands an explanation of the word ‘race’ itself. The definition of race includes the biological description of one’s phenotype and their genetic set up. This description often leads to the physiognomic differences which generalize the behavior and social standing of people. Gleaning from this idea of race, it is not a surprise to find that the English described Negros as ‘savages’ and ‘barbaric’ using their ethnocentric lens of what it meant to be ‘civilized’. They used the criteria of color, religion, rituals and economic and social status to demarcate the racial identities as superior or inferior. Carl N. Delger questions the view of scholars who believe that racism was a result of legalized slavery by asserting that even if one believes that â€Å"slavery evolved as a legal status, it reflected and included as a part of its essence, the same (racial) discrimination which white men had practiced against the Negro all along and before any statutes decreed it. † Carl Delger’s argument explicitly states that the racist attitude of Whites was the root cause for the origination of slavery. He says that â€Å"long before slavery or black labor became an important part of the southern economy, a special and inferior status had been worked out for the Negroes who came to the English colonies. Unquestionably it was a demand for labor which dragged the Negro to American shores, but the status which he acquired here cannot be explained by reference to that economic motive. † He claims that although slavery was legalized half a century after the and terms like ‘slave’ were not used to define Negros, their treatment wasn’t any better. Many scholars like Carl N.  Degler argue that the Whites were inherently racist and practiced racism on everyone who belonged to a different race. This trait is evident because before the Whites had black slaves, they practiced slavery on Indigenous Indians and on white indentured labor that included Irish, Polish, Jews, and Germans. Thus, â€Å"an inferior and onerous service was established for the Indian makes it plausible to suppose that a similar status would be reserved for the equally different and pagan Negro. † I agree with his assumption because it suggests that racism was not something that was new to English when they brought the Negros. However, once the Whites enslaved the Africans, they grew less severe towards the white servants. The evidence for his argument comes from a variety of sources. Degler provides the example where the differences in status between an English servant and Negro were reflected not only at a public level but in the private lives of Negros as well. Degler asserts that not only the company (some European trading company) distrusted the Negros but some whites even held on to Negros as slaves for life as early 1630s and their slavery was inheritable. Thus, Carl Degler argues that all the statutes that were enforced after 1660s, were nothing but a result of the racist ideologies that forced the English to make such brutal and discriminatory laws. Moreover, historians like Winthrop D. Jordan assert that the heathenism of Negros was an important component which invited a racially discriminatory reaction from the English. He asserts that besides the physiological differences like color of the skin, factors like cultural practices and religious beliefs constituted the notions of racism. He explains that the English believed that, â€Å"to be Christian was to be civilized rather than barbarous, English rather than African, white rather than black†¦By this time, â€Å"Christianity had somehow become intimately and explicitly linked with â€Å"complexion†. However, heathenism alone could not have been the sole cause for enslavement, because it was easily terminated as soon as the Negro was converted into a Christian. Hence, Winthrop asserts that it was, â€Å"virtually every quality in the Negro (that) invited pejorative feelings. Along with heathenism, the language, gestures and eating habits of Negros were strikingly different from the English, and contributed towards the notion of ‘savages’ and ‘barbaric’. However, there is opposition to the correlation between the racial discrimination and slavery. Carl Delger and Winthrop are in complete contrast with the ideologies that Kathleen Brown, Edmund Morgan and Oscar and Mary F. Handlin believe in. Although the latter do not deny that racism was a part of American society in the 17th century, they attribute different reasons for its presence. Instead of attributing the ‘inherent racism’ as the cause of slavery, they believe that the motivation for economic prosperity led Whites to become racist, stringent and discriminatory towards the enslaved Africans. Although the former group of scholars asserts that, â€Å"the development of a form of slavery, which left a caste in its wake, cannot be attributed to pressure from increasing numbers of blacks, or even from an insistent demand for cheap labor†, the latter group justifies the very statement as truth. The reason for the increased discrimination and control comes from the fact that unlike before, the Europeans grew more than ever ambitious with Africa as a trading partner which would be used to amass great wealth. Kathleen Brown, who argues that slavery preceded racism, asserts that there is a fundamental problem in viewing the idea of ‘race’ in the context of just appearances. She asserts that often historians perceive â€Å"race as a biological fact rather than as an ongoing historical and cultural construction †¦ When legal, literary, and mercantile discourses of race are examined along with actual practices of coerced labor, the relationship between slavery and racism becomes much more complicated, defying our efforts to designate one as a cause of the other. † Brown attaches the concept of historical construction to define race in order to undo the myth of causality which states that racism preceded slavery. Her stance is agreeable because even if one considers Whites to be innately racist, one cannot deny that there could be more motivation and incentives, apart from racism, to practice slavery. Moreover, a racial identity, according to Kathleen Brown and Winthrop Jordon, is created from factors like socio-economic structures and not just phenotype. Thus racism was not the root cause of slavery. Hence the racial discrimination of the Negros and their consequential enslavement was merely a ‘means’ to achieve the ‘end’ of White objectives of economic growth was possible by enlisting more productive labor. This assumption can be verified because slavery in America did not begin until the end of seventeenth century when in fact, the Africans were brought as early as 1619. Edmund Morgan explains that the reason behind this delay in enslaving Africans, was the â€Å"high mortality among immigrants to Virginia† This made the white indentured slaves more advantageous as compared to black slave labor because they were less expensive with low mortality rate. According to Oscar and Mary F. Handlin, the black slaves were in fact undesired by the colonists. The costs of hiring Black slaves were higher because they were unskilled and ran the risks of mortality, escape and rebellion. This ideology clearly reflects that the motive of the colonist was only to maximize their profits and grow more as a powerful entity by effectively controlling the colonized. Hence, they were able to maximize productivity successfully by keeping whites as servants. The need for black slaves grew much later and racism was born out of legalizing slavery. The racist and discriminatory mentality that developed is evident in the laws that the English established after 1660s. These laws were the methods and ways to control the blacks and subjugate them to a lower social status. The 1668 statute was an important event in the creation of a distinctive legal meaning for Negro in America. This law took away the freedom of every ‘black’ slave by subjecting them to life-long slave tenure. Kathleen Brown explains that this law was especially discriminatory for women because all black women were asked to pay the taxes, irrespective of their status as free or enslaved. The consequence of the law created social power structures and racial identities. The free African men found it more desirable to marry white women in order to escape tax liability of their wives and daughters, and in turn, gain a status quo equal to whites. As a result a new racial demarcation was established. In contrast to English women, African women were presumed capable of and naturally suited to strenuous field work. This not only lowered the status of Negros, but also set an exclusive definition of what it meant to be white, reflective of their power and status. Racialization is evidenced in many other laws that were established in the 1660s stipulating a similar idea. The statute of 1662, made a bold attempt to naturalize the condition of slavery by making it heritable and embedding in it a concept of race . This law made the paternity of a child born from enslaved women to be irrelevant, in turn leaving the enslaved women as a â€Å"productive and reproductive property† of their masters. This also ensured the availability of slaves, as the enslaved women could only give birth to slaves. Along with this, many laws subjected the slaves to lifetime bondage by utilizing religion. One could view this law as a representation of the innately racist idea that Negros were heathen and needed Christianity to become civilized. However this law can also be perceived as an opportunity through which the Whites used the concept of ‘religion’ to control and produce more slave population. The law passed in 1667, legalized the meaning of Christianity and stated that baptism cannot be used as a way to free oneself from slavery. The Christian commission declared that, â€Å"the conferring of baptisme doth not alter the condition of the person as to his bondage or freedom. † This law demarcated Christians from non-Christians and distinguished ‘slaves’ from ‘servants’. Kathleen Brown holds the colonist responsible to create a division of race by incorporating slavery. She asserts that, â€Å"they created a legal discourse of slavery rooted in sexual, social, and economic lives of African laborers and effectively naturalized the condition of slavery by connecting it to a concept of race. The arguments by Kathleen Brown, Edmund Morgan and Oscar and Mary F. Handlin state that the colonists established the concept of race by legalizing slavery. Although neither side presents a view that is wrong, they are only partially correct. The problem is in the assumption that the authors make in forming these arguments. Their arguments are reflective of a desire to ‘fit’ the hi story of North America into a system of causality where either racism preceded slavery or vice versa. In history, one cannot deny the occurrence of events but their interpretations, meanings and the inferences drawn from them can differ drastically. Likewise, although no scholar denies that racism and slavery existed in the 17th century America, nonetheless, the debate revolves around the issue of precedence of the two. In reality, the history of North America is a complex structure which cannot be divided into these two binaries but rather should be seen as the point of intersection the two realms of racism and the laws that the Whites enforced are superimposed on each other. The diagram below is a graphical attempt to illustrate the idea better. It is almost impossible to define one as a cause of another and the thus the only way to understand the complex social and economic structure of North America is to interpret it as an era where the simultaneity of racial ideology and slavery induced through decree existed. Thus, white supremacy was not simply a summary of color prejudices; it was also a set of political programs, differing according to the social position of their proponents. While on one hand, the established statute manipulated power structures to establish racial identities, on the other hand Barbara Fields asserts that â€Å"race became the ideological medium through which people posed and apprehended basic questions of power and dominance, sovereignty and citizenship, justice and right. †. The two components of racism and economic prosperity interacted in a way where they meshed together to give rise to slavery. Hence, there is no way to validate the precedence of one over the other when in fact they developed simultaneously and had a continuous influence on each other together.

White Sharks

In your own words explain the demerit point system and give 10 infractions and how many demerit points it will cost the driver for each. Ans: Demerit points are added to your driver’s licence, if you are convicted of breaking certain driving laws. The rules are different depending on if you are a new driver or have a full licence. The demerit-point system encourages drivers to improve their behaviour and protects people from drivers who abuse the privilege of driving. Drivers convicted of driving-related offences have demerit points recorded on their records.Demerit points stay on your record for two years from the date of the offence. If you accumulate too many demerit points, your driver’s licence can be suspended. The person or office in charge of demerit points is the Ministry of transportation of Ontario. The Ministry of Transportation office controls the Ontario drivers by adding a system of demerit points to traffic tickets for such things as speeding and nearly all other traffic violation tickets. Demerit points are issued from the Ministry of Transportation office in order to reprimand drivers who collect more than their fair share of driving offenses.Consequences of demerit points include the removal of driving privileges by the Ministry of Transportation office. Ontario drivers who are considered probationary drivers can accrue up to six demerit points with fully licensed Ontario drivers being allowed to accumulate 15 demerit points before their licenses are suspended. The Ministry of transportation office will suspend a driver’s license for 30 days upon the first offense of 15 accumulated demerit points. They have the power to suspend the license for up to six months for successive collected demerit points.Additionally, once a person has accumulated nine demerit points the Ministry of Transportation office may request the driver to attend an interview. This interview is a chance for the driver to plead their case against having their license suspended. Besides the possible suspension of one’s license, traffic tickets that contain demerit points have a direct impact on one’s financial situation because the demerit points directly affect insurance rates. Seven demerit points are the highest amount of one time demerit points received for a single incident and these are given for racing and failing to remain at the scene of an accident.Demerit points can be given in a combination, for example someone can leave the scene of an accident which carries a penalty of seven demerit points in addition to being ticketed for failing to stop for a school bus which carries six demerit points making the total demerit points for one single incident 13 demerit points. This single incident will land a person an interview with the Ministry of Transportation office for possible license suspension. Demerit points from the Ministry of transportation office stay on someone's driving record for two years from the offe nsive date before they fall away.The following are 10 infractions and the demerit points given. 1. failing to remain at the scene of a collision 2. failing to stop when signaled or asked by a police officer 7 demerit points each 3. careless driving 4. racing 5. exceeding the speed limit by 50 km/hour or more 6. failing to stop for a school bus 6 demerit points each 7. Failing to stop at an unprotected railway crossing (for bus drivers only) 5 demerit points 8. exceeding the speed limit by 30 to 49 km/hour 9 following too closely 4 demerit points each 10 exceeding the speed limit by 16 to 29 km/hourDriving through, around or under a railway crossing barrier 3 demerit points each Q2Explain briefly what is safety standard certificate and emission testing? Ans: According to the Ontario Ministry of Transportation, â€Å"A Safety Standards Certificate is a document that certifies a vehicle’s fitness. † A Safety Standards Certificate is valid for 36 days after the inspection. However, the certificate is not a guarantee or warranty that the vehicle will stay fit for any period. The Certificate process was designed to ensure that any car changing hands must possess the minimum safety requirements to drive on the road.A safety certificate states that a car meets all legal safety standards and is fit to be driven. Emissions testing is to make sure that a vehicle does not produce more emissions than is allowable by law, for that particular vehicle. If it is failing emissions that means some of your emission equipment is failing and needs to be fixed. These are tests the state use to make sure the cars that are on the road are safe and non-polluting. A safety test will check things like brakes, headlights, alignment, tires. Emissions test will check the exhaust for smog or pollution levels.A safety standards certificate is a document that certifies a vehicle’s fitness. You can buy and register a vehicle without a safety certificate, but you cannot put your own plates on the vehicle or drive it without one. Any inspection station in Ontario licensed by the Ministry of Transportation can issue a safety standards certificate, provided your vehicle passes an inspection. Many garages are licensed — look for a sign saying it is a Motor Vehicle Inspection Station. A safety standards certificate is valid for 36 days after the inspection. However, the certificate is not a guarantee or warranty that the will stay fit for any period.A Safety Standards Certificate is required in the case of any vehicle changing hands to a new owner. This step is required before the new owner’s licence plate can be attached. The car must receive a Certificate before it can be â€Å"plated† (receive new plates from the Ministry of Transportation). Q3Explain the legal consequences of driving under the influence of alcohol? Ans: There are different laws for learner drivers and fully licensed drivers when it comes to drinking before driving. If you have a provisional license you cannot have any alcohol in system, no matter your age.Many drivers with a provisional license mistakenly think that they can have a drink before driving if they are old enough to drink. This is not true. If you have a learner’s license make sure that you have a blood alcohol level of 0% before you get behind the wheel of the car. You don’t have to be driving to get in trouble The car you are in doesn’t have to be moving to get an impaired driving violation? If you are sitting behind the wheel of a vehicle, moving or not, and have too much alcohol in your system you canget a fine, lose your license and face other penalties.Don’t ever sit in the driver’s seat unless you are physically able to drive. Make sure that you understand side effects. Driving under the influence of alcohol or drugs is a serious crime in Ontario. Make sure that you read the information about side effects before driving if you have taken an y prescription or over the counter medications. Never drive after using illegal drugs. You should also know that mixing drugs and alcohol can make side effects and impairment worse. Anything that impairs your ability to drive safely is illegal, even if you are under the legal blood alcohol limit.There are serious consequences to drinking and driving. Ontario takes impaired driving very seriously. In fact they are known for having one of the strictest laws in all of North America. Drivers under 21 or with a provisional license can immediately have their license suspended if they have any alcohol in their blood. Fully licensed drivers over 21 must have a blood alcohol level that is lower than . 05% or they risk a 24 hour road side suspension. In addition to facing suspension you can also get a fine of $60-$500 if convicted and a 30 day suspension.If your blood alcohol level is more than . 08% you face more serious charges. Charges will remain on your Ontario driver’s license fo r at least 10 years. Getting a citation for drinking and driving is very serious and the consequences can remain with you for a long time. Many drivers have to take alcohol education courses, others have to have ignition interlock devices installed and you can face serious fines. Any convictions will remain on your license for at least 10 years. Breath analysis is mandatory if requested. If you are asked to take a breath analysis test, you must comply.Refusing to do so can result in an immediate suspension of your license, even if you are not intoxicated. Never let anyone drive your vehicle unless you know they have a license. If you are caught drinking and driving you may be required to get an ignition interlock device on your vehicle. This applies to any car that you will drive. If you drive a vehicle without this device the vehicle will be impounded. Make sure that if you are loaning your car to someone else that you first verify their license or you may be without a car for 7 da ys while it is in impound.The consequences for drinking and driving in Ontario get more serious with each offense. While each drinking and driving conviction is serious, you will find that the penalties get worse with each offense. For example if you are caught in what is called the â€Å"warn range† (blood alcohol level between . 05% and . 08%) you will face a $150 fine and a 3 day suspension on the first offense. The second offense you will have the $150 fine, a 7 day suspension and an alcohol education course. The third time you will face the $150 fine, a 30 suspension, a 6 month mandatory interlock device and a mandatory alcohol treatment program.As you can see the consequences get worse each time and these are just the roadside consequences. Others may apply if you are convicted. These cannot be disputed, appealed or overturned. Drinking and driving is expensive. You can face some severe fines and financial charges if you choose to do this. Estimated court costs can be a nywhere between $2,000 and $10,000. If you violate the criminal code your fine will be $1,000. A treatment program costs $578. Your insurance will go up, sometimes as much as $4,500 additionally per year.Plus if you have to get an ignition interlock device it can cost $1,300. As you can see, it is much less expensive to avoid drinking before driving. If you are planning on drinking, don’t take the risk of losing your license. Instead ask someone else to drive. This is by far the easiest way to avoid drinking and driving convictions and problems. If you never drink and drive you will never have to worry about any of these potential consequences. If you have an Ontario driver’s license, make sure that you don’t risk it by drinking and driving.This is a serious offense and isn’t worth the risk. In addition to the financial and legal problems that you can face you can also find yourself seriously injuring or killing others or yourself. Next time you get ready to drink, make sure that you find someone else to drive you home. The Ontario Highway Traffic Act (HTA) creates punishments that are in addition to the Criminal Code fines and periods of imprisonment for drunk driving offences, including licence suspensions between 1 year for a first offence to a lifetime for a third offence.In addition to being subject to the suspensions, these drivers have to complete a remedial measures assessment and education or treatment program (for approximately 10 months), and also have to install an Ignition Interlock Device on their vehicles for between 1 year for a first offence to lifetime for a third offence (if the suspension period is reduced to 10 years). The Ignition Interlock Device is a leased breath alcohol monitoring machine wired into your vehicle’s ignition.However, the HTA is now also allowing for early reinstatement of the suspended licence with the installation of the Ignition Interlock Device – if you meet certain condition s. This program is available for persons convicted of a first impaired or over 80 driving or refuse breath sample offence that did not cause bodily harm or death and did not involve drug impairment. You must have a car and valid insurance to be eligible. Additionally, you must not be under another suspension (such as for dangerous driving or a novice driver disqualification) and you must have your fines fully paid. There are 2 â€Å"streams†: Stream A3 months minimum driver’s licence suspension Followed by a minimum Ignition Interlock Installation Period of 9 months *Stream ‘A’ is only available if you plead guilty and are sentenced within 90 days of being charged* Stream B 6 months minimum driver’s licence suspension Followed by a minimum Ignition Interlock Installation Period of 12 months Q4Explain the different types of car insurance in Ontario. Indicate which one of these is mandatory? Ans: Ontario law requires that all motorists have auto insur ance. Fines for vehicle owners, lessees and drivers who do not carry valid auto insurance can range from $5,000 to $50,000.If you are found driving without valid auto insurance, you can have your driver's licence suspended and your vehicle impounded. If you live in Ontario then there are a number of mandatory and optional car insurance coverage types available to you. Here are the coverage types that are mandatory for all drivers in Ontario. Liability Every vehicle in Ontario must carry at least $200,000 in third party liability coverage but most people choose to increase that amount to $1 million or $2 million in coverage. Third party liability insurance protects you in the event you damage someone else’s property or if you injure or kill someone.Accident Benefits Accident Benefits is another mandatory coverage in Canada. It will help cover income replacement, medical needs, rehabilitation, non-earner benefits, and caregiver costs if you are injured or killed in a motor vehi cle accident. In 2010, Ontario changed their insurance laws to give you more options when it comes to your accident benefits coverage. Uninsured/Underinsured Driver Protection This coverage will protect you (and a member of your family) if you are injured or killed by an uninsured driver. It also applies to a driver that is unidentified, such as the case in many hit-and-run incidents.This coverage also protects your vehicle if the driver is identified. Direct Compensation Property Damage This coverage is included in your car insurance premiums. It pays for damage that your vehicle might sustain in an automobile accident that is not entirely your fault. Optional Insurance Coverage The following coverage types are optional in Ontario but you should at least consider them when you go to renew your auto insurance. They will increase your overall insurance premiums but they could also save you a lot of money in the long run. Comprehensive CoverIf you want to have your car protected again st vandalism, fire, floods, windstorms, lightening, and theft then you should consider comprehensive coverage. It will protect you against damages or loss caused by those things. Collision Cover This optional coverage will pay for damages to your own vehicle. It is not required by law, but it is recommended, especially if your vehicle would be expensive to replace. Collision coverage will also pay for damages to your vehicle when you roll the automobile or if you hit another object – be it a car, a tree, or a building etc.If you don’t have this coverage and you are entirely at-fault in an accident then you will not be covered. Almost all car leasing and financing companies will require that you purchase collision protection if are to lease or finance a vehicle. Transportation Replacement Coverage This additional coverage will reimburse you for the money you spend on renting a car, while your vehicle is being repaired or replaced. Depending on the coverage you get it ma y pay for car rentals, taxis, and public transportation while your car is being fixed, or while you seek out a new vehicle. Depreciation CoverageThis coverage allows you to replace your vehicle with a brand new one, should your car be stolen or deemed a total loss. If you are convicted of driving without valid auto insurance, your insurance company may consider you a â€Å"high-risk† driver and charge you higher premiums or refuse to sell you insurance altogether. If you are injured in an accident while driving or occupying an uninsured vehicle: you may not be entitled to receive income replacement and/or non-earner benefits; and you may not be allowed to sue the at-fault driver for compensation as a result of injuries received in the accident.More  importantly, if you are found to be at fault for an accident causing injury or death to another person, you may be held personally responsible for his/her medical costs and other losses. Homework Day 2 Q. 1Explain in no more tha n 200 words how the knowledge of vehicle components leads to safe driving. Ans: Knowing your car and its various parts can be a life saver. The more you know about your car, the better equipped you are to handle problems, and the more likely you are to notice when something is wrong. Taking the time to familiarize yourself with your car will make driving it that much more enjoyable.One of the main benefits of knowing your car is being able to tell when your mechanic is trying to scam you. Even the most reputable mechanics have employees who will try to sell you parts and labor that aren't necessary. Each time you take your car into the shop — whether for a routine oil change or a minor repair — the mechanic is going to look for other problems that can be repaired during that same trip. Sometimes they'll tell you that something needs to be replaced, such as an air filter, when you've still got another 3,000 miles before you need a new one.Not only that, but even when yo u do need a new part or a repair, the mark-up for what the mechanic will charge you (versus what you would pay retail) is ridiculous. Another benefit to knowing your car is that the more familiar you are with the way your car operates, the more likely you'll be to notice when something is wrong. For example, I can usually tell just by driving my car when the air in the tires is low. When you pay attention to the way your car is supposed to feel, you'll feel even the slightest difference when something is amiss.A difference in the hum of the engine or a strange lop-sidedness can make all the difference. The longer you wait to repair your car, the more damage it might sustain. To get to know your car, start by studying your owner's manual. It's that thick book you keep in the glove compartment — you might have never even looked at it before. Take it inside with you after work and look through it. Study the diagrams and text in each chapter and learn about the different aspects of your car. If you aren't sure what something is, take the book outside and examine that part on your vehicle so you'll know what it is.If you find that you enjoy knowing about your car, you may be able to learn how to conduct simple repairs on your own. For example, having the brake pads on your car replaced by a mechanic could cost you up to $500. Replacing them yourself, however, will only cost about $50 plus a few hours of your time. The same goes for oil changes, fuse replacements, bulb replacements, your spark plugs and other parts. Once you know how to replace them, you'll get better and faster each time your car needs a repair. The most important thing is to know when you can do something yourself and when your car needs to be taken to a mechanic.Know your strengths and weaknesses and if you have doubts, haul your vehicle in. It's far less expensive to have a mechanic do it the first time than to pay someone to fix the damage you caused yourself. If you have friends or rela tives that are experienced with cars, you might ask them to assist with DIY repairs until you get the hang of it. It's also a good idea to know the tools you might need to fix your car. Keeping a small tool box in your trunk or under the seat will save you if you happen to break down by the side of the road. Make sure you always have a spare tire as well as the equipment needed to change it.You should also keep spare bulbs in your car in case a headlight winks out while you're on the road. Knowing your car is a good practice regardless of who you are and what kind of car you drive. It isn't always about saving money, but also about protecting yourself. You wouldn't want to continue driving your car, completely ignorant to a problem, so learn how your car smells, sounds, feels and looks so you can identify problems immediately. It helps to know how your vehicle works in order to best be able to understand how it will react in certain situations. For instance front versus rear drive.O ne can â€Å"power out† of a skid on pavement with compromised traction with front drive where rear drive will cause the rear wheels to loose traction and thus control. Other examples are; is the parking brake connected to the front or rear wheels? Saabs and Subarus use the front wheels for the parking brake. In an the event of brake failure it is safer to use it in these vehicles rather a parking brake that works off the rear wheels as that can cause the vehicle to spin. It also important to be able to recognize signs that a catastrophic failure is imminent such as the symptoms of failing tires, badly worn ball joints or tie rod ends.Q. 2Briefly explain how highway driving differs from city driving. Give 3 points of difference? Ans:Once on the freeway, a safe driver travels at a steady speed, looking forward and anticipating what’s going to happen on the road ahead. Traffic should keep to the right, using the left lanes for passing. As in city driving, your eyes shoul d be constantly moving, scanning the road ahead, to each side and behind. Look ahead to where you are going to be in the next 15 to 20 seconds, or as far ahead as you can see, when you travel at faster speeds. Remember to keep scanning and check your mirrors frequently.Stay clear of large vehicles. Because of their size, they block your view more than other vehicles. Leave space around your vehicle. This will let you see clearly in every direction and will give you time and space to react. Click here for following distances. Be careful not to cut off any vehicle, large or small, when making a lane change or joining the flow of traffic. It is dangerous and illegal for a slower moving vehicle to cut in front of a faster moving vehicle. Use the far left lane of a multi-lane freeway to pass traffic moving slower than the speed limit, but don’t stay there.Drive in the right-hand lane when possible. On many freeways with three or more lanes in each direction, large trucks cannot tr avel in the far left lane and must use the lane to the right for passing. Get into the habit of driving in the right lane, leaving the other lanes clear for passing. Q. 3List and briefly explain different warning gauges in a vehicle. Ans: Oil Pressure Light. This light refers to possible low oil levels, a worn or broken oil pump or excessive main bearing wear. Ignoring it could result in a seized engine or major engine damage. Brake Warning Light.This could refer to driving with the handbrake engaged, low brake fluid level or worn out brake pads. Brakes are the most important part of your vehicle; they affect the safety of the driver and all occupants. Don’t ignore this light! Air Bag SRS. If this warning light comes on, your air bag is not going to inflate on impact, which could jeopardize your safety. Malfunction is usually caused by a crash sensor fault, bad electrical connection or air bag module malfunction. Engine Temperature Light. This means the coolant level is low, the cooling fan isn’t working or the thermostat is failing to open.If this light flashes on, stop driving immediately, turn off the engine, and seek mechanical assistance. Driving while the temperature light is on can do serious and expensive engine damage. Battery Charging System Warning Light. This usually refers to an alternator failure, loose or torn alternator belt, faulty battery or a broken wire. The light indicates a problem with the charging system; get it repaired at your earliest convenience. Tire Pressure Warning Light. This light could be triggered by a flat tire, low tire pressure, tire pressure light not reset or bad air pressure sensor.Excessively worn tires or insufficient tire pressure not only affects fuel economy, it poses a risk. Q. 4 What is ABS and what kind of situations does it prevent? Ans:Anti-lock braking system (ABS) is an automobile safety system that allows the wheels on a motor vehicle to maintain tractive contact with the road surface accordin g to driver inputs while braking, preventing the wheels from locking up (ceasing rotation) and avoiding uncontrolled skidding. It is an automated system that uses the principles of threshold braking and cadence braking which were practiced by skillful drivers with previous generation braking systems.It does this at a much faster rate and with better control than a driver could manage. ABS generally offers improved vehicle control and decreases stopping distances on dry and slippery surfaces for many drivers; however, on loose surfaces like gravel or snow-covered pavement, ABS can significantly increase braking distance, although still improving vehicle control. Since initial widespread use in production cars, anti-lock braking systems have evolved considerably. Recent versions not only prevent wheel lock under braking, but also electronically control the front-to-rear brake bias.This function, depending on its specific capabilities and implementation, is known as electronic brake fo rce distribution (EBD), traction control system, emergency brake assist, or electronic stability control (ESC). There are many different variations and control algorithms for use in ABS. One of the simpler systems works as follows:[17] 1. The controller monitors the speed sensors at all times. It is looking for decelerations in the wheel that are out of the ordinary. Right before a wheel locks up, it will experience a rapid deceleration.If left unchecked, the wheel would stop much more quickly than any car could. It might take a car five seconds to stop from 60 mph (96. 6 km/h) under ideal conditions, but a wheel that locks up could stop spinning in less than a second. 2. The ABS controller knows that such a rapid deceleration is impossible, so it reduces the pressure to that brake until it sees an acceleration, then it increases the pressure until it sees the deceleration again. It can do this very quickly, before the tire can actually significantly change speed.The result is that the tire slows down at the same rate as the car, with the brakes keeping the tires very near the point at which they will start to lock up. This gives the system maximum braking power. 3. When the ABS is in operation the driver will feel a pulsing in the brake pedal; this comes from the rapid opening and closing of the valves. This pulsing also tells the driver that the ABS has been triggered. Some ABS systems can cycle up to 16 times per second. Q. 5Give examples of three safety devices and how they contribute to passenger safety? Ans:Top 10 Vehicle Safety Devices AirbagsSome people think that these are actually dangerous, but they have in fact saved many, many lives. There are two main types of air bags, dual stage airbags and side airbags. If needed, the dual stage airbags will go off at different times, one in a minor accident and both in a more serious crash. Side airbags help to prevent drivers and passengers from getting head injuries. Small children should be in their car se ats, in the back seat of your vehicle, where there are no airbags that can actually injure them rather than save their lives. On/Off Switches Many vehicles are equipped with on/off switches for airbags.This is for the times when children are going to be sitting near them. There have been many instances of airbags injuring children, and you can eliminate this risk by using the switch. There have been many incidents of injuries and even death in small children because of airbags, and this switch will eliminate that problem. Passenger Sensing System This has been created to reduce injuries or death to smaller children. This is an advanced airbag system that can tell the size of the person in the seat, with sensors that get information about the front-seat passenger’s weight and the pressure on the seat.This information tells the airbags whether or not to go off in the event of a frontal crash. Energy-Absorbing Steering System This is designed so that it will compress upon impact , lessening the risk of rib injuries to drivers. This has been proven to work in many instances, and it has reduced the risk of driver fatalities by 12%, and serious injuries and death risks have been reduced by 38%. When there is a crash, drivers are often thrown forward, and the steering wheel can cause serious injuries, making this feature one that you should look for in your next vehicle.Back Up Sensing System This is a wonderful little invention that makes it so that when you are backing up, you will be warned if you get too close to another vehicle or other object. This is now an option on a number of larger vehicles, such as RV’s and SUV’s, and it has greatly reduced the number of collisions caused by backing up, and a lot of bicycles in driveways have been saved because of this feature. Electrochromatic Mirror/Auto Dimming Mirrors One thing that can really be annoying when you are driving at night is the reflection of headlights in your mirrors.This feature wil l automatically darken the mirrors, which in turn reduces the glare. Today, approximately 10% of all vehicles are equipped with this feature, and many more vehicles are expected to have this technology in the near future. This not only helps to prevent accidents, it also helps people who are extremely light sensitive, and bothered by lights in their mirrors. Head Restraints Two of the most common injuries that occur due to automobile accidents are head injuries and whiplash.These head restraints, which are on the top of the front seats, will help to hold the head in place, and they reduce these types of injuries. New and more advanced systems make it so the seat will move down and back in the event of a collision, so there will not be as much forward motion, which of course will lessen the risk of head and neck injuries. Heads Up Display One should never take their eyes off the road while they are driving, but we all do. We must look down to check our speed and other things, and it can only take a split second for an accident to occur.A heads up display (HUD) will put the information you need right across your windshield, so your eyes never have to look anywhere but at the road. You will still be able to watch what you are doing, while being able to find the information you need quickly and easily. Padded Knee Bolster Knee injuries are a common result of automobile accidents, and this device can greatly reduce the risk of this type of injury. This is another feature that can keep the driver or passengers in the proper position to lessen their chances of being injured.It will also help to keep passengers from sliding beneath the instrument panel and risking becoming trapped or injured even further. Seatbelts These may have been around for many years, but many advancements have been made so that they will protect automobile occupants even more than the older versions. Unlike in the past, where seatbelts just went around your waist, today’s vehicles are eq uipped with front and rear seatbelts for both the lap and shoulders, and the locking system insures that those wearing the seatbelts (which is the law in Canada and the US) will not be thrown forward if an accident occurs.

Is Sharon an intellectual Essay Example | Topics and Well Written Essays - 1000 words

Is Sharon an intellectual - Essay Example Although some authors like Joshua Lambert (2009) claim that Sharon is ignorant and thoughtless, this paper proves otherwise by presenting some examples in the novel itself. Sharon, charming and cheerful, tries to discover her religious identity. After Boston University kicked her out, she decided to go after Gary, her partner in folk dancing. But prior to these events Sharon was already in a journey for meaning. Once in Oregon, her world became miserable. She worked as a servant in a hotel. When Gary realized that Honolulu, Berkeley, and Oregon were not suitable places for his cause, he left Sharon to go to Fiji with a wealthy German lady. Over the next few years, Sharon meanders from one blinded and despondent life to another in a clumsy pursuit for her spiritual being and for God. In a characteristic prose, Goodman develops a general portrayal of society by contrasting her female protagonist against a broad chain of people, cultures, and institutions. She presents a remarkable image of the forgotten generation of hippies in the 1970s, both the fervent, intense splendor with which they planned to reconstruct the world and meaningless despair provoked by rejecting an established relationship after another (Wirth-Nesher 2003). In fact, Goodman ridicules the ignorance and self-centeredness of that period’s idealism with exceptional intelligence. Sharon has various divine manifestations, all narrated with tons of exclamation points. Indeed, the voice and experiences of Sharon embodies the thoughts of Goodman. Hence, if Goodman is intelligent then Sharon is too. The thoughts of Sharon, throughout the seventeen years of her life, come to crash less with the boundaries of religious beliefs and institutions and more with the confines of her own unawareness. Sharon is a personification of unusual intelligence. She did not want to know that the obvious weakness of the real world to react appropriately is not the world’s mistake, but instead an

Competitive Growth Strategy ZARA and H&M Essay Example | Topics and Well Written Essays - 1500 words

Competitive Growth Strategy ZARA and H&M - Essay Example A close analysis of the two companies namely Hennes and Mauritz (H&M) and Zara reveals that they both have strengths peculiar to their business operations. One major strength characteristic of both companies is that they have vertically integrated business models which allow them to set the pace of information flow thereby determine their own business operations. Their stores have diversified products as well ranging from clothing for all age groups to cosmetics which give variety to shoppers. Another notable strength characteristic of both organisations is the ability to have the global patent, which is exclusive rights to their brand names and products which make them different from other rival competitors’ products. It shows that they are operating legally which creates mutual trust among customers. This can also be done by making their brands absolutely unique from other products already on the market as a way of showing that they are not mere copycats. By also establishing well-defined distribution channels, the company would stand better chances of positive growth. Whilst the two companies have different approaches to their distribution methods, it can be noted that they have efficient distribution systems which offer a credit in the success of the business. However, there are bound to be weaknesses faced by H &M as well as Zara in their attempt to achieve this feat of establishing themselves as forces to reckon with in the market. One major weakness that is evident for H & M in its endeavour to establish itself as a formidable organisation is its apparent lack of competitor and customer analysis. This often is dangerous as it risks failing to keep pace with customer needs as a result of lack of information. On the other hand, Zara’s major weakness is that its design and product development are human intensive which leads to less retail returns than the cost of production. On the other  hand, opportunities for both companies lie in their ability to penetrate international markets which may have a different appeal than the local markets.  

New Business Venture Essay Example | Topics and Well Written Essays - 4250 words

New Business Venture - Essay Example New Business Venture New product development therefore is one of the areas where the entrepreneurs actually have to look into the possibility of the looking into the analysis and identification of the social trends. Social trends provide a critical insight into the way the consumers in the given market. Some of the social trends which need to be explored in order to assess the probability of success for the introduction of the new products include different factors. In this given situation since the business is related with the food therefore they can different and variable factors affecting the choices of the Adam in terms of offering new products on the new menu. Since Adam is offering a menu which already offers products which are diverse, there can be different social trends which need to be explored in further details in order to successfully introduce new items on the menu, Some of the important social trends which can be added to the list in order to add items on the menu may be include: Demograph ics Understanding the demographic trends is one of the key elements in the launching of new products and services. Demographics include factors such as age, the distribution of different genders in the society, the overall population etc. For example, if the population is relatively young, it may be possible that they will be preferring more fast food rather than eating the traditional foods and if the overall ratio of population is aged, it may be quite possible that they will prefer to eat foods which are healthy and correspond to their life style. The overall growth rates in the population are also an important element to be explored in order to ensure that there will be sufficient demand for the product in the future. (Mellor, 2008). Culture Culture is an important element to be explored because it significantly influence the way people behave, act and relate themselves to certain trends in the society. Culture also outlines the overall orientation of the society towards eating out and overall attitude towards food. If it’s a culture in the society that most families tend to eat in-house, it may not be possible for the businesses to actually successfully launch new products.( Wang, 2009). It is also important to understand that the culture can play critical role in outlining the overall features of the product also. Since the existing menu suggest that Adam has taken care of the different cultural needs of the customers by offering Indian, Thai as well as other food, it is therefore important that Adam must take into consideration the overall influence of culture on the introduction of new product on the menu. Life Style Understanding life style is also another important factor which needs to be explored in order to understand as to what life style the consumers subscribe to. The lifestyle can include different factors such as family’s income and how they spend it, whether the family prefers to spend outside and in eating out as well as who m akes the spending decisions in the family. It is also important to note that the lifestyle also allow the entrepreneurs to further get an insight into how the overall changes in the lifestyle will actually affect the decision making process of the family as a whole. Health Consciousness Health consciousness can be another important social trend which Adam may need to consider in order

Analysis of the fashion industry, Assignment Example | Topics and Well Written Essays - 2500 words

Analysis of the fashion industry, - Assignment Example Fashion weeks held in the US brings in huge amount of money into the country’s reserve. On the other hand, the UK fashion industry is worth  £26 billion (Pithers, 2014). Even in the UK, this industry accounts for high number of jobs. Report states that during the London Fashion Week, more than  £100 million of orders are placed. In fashion industry, the market is segmented according to brands, which is generally concerned with creativity involved in the product design and another as per market, which again is determined by price of the product that the consumer is willing to pay. The clothing that are made in factory setting and not by hand are referred as ready-to-wear (RTW). They are also sold in the market in standard sizes (D’Aveni, 2010). These cloths are manufactured so that consumers can wear them without excessive alteration owing to the standard sizes. On the other hand, diffusion line is created by high-end fashion brands or fashion designers. These are secondary merchandises, which are available in the market at lower prices. This helps in increasing sales volume as the customer base becomes wider with lowering of the price. By leveraging desirability of the premium ranges, designers successfully tap the market through a halo effect (D’Aveni, 2010). In case of RTW clothes, the buyers’ needs are taken care of as sizes offered are standardised in nature and fit properly to majority of individuals. These clothes hardly require any alteration, which means the product is available to consumers at the desired time. Generally, this is followed by all fashion brands at present. The diffusion, on the contrary, is to increase the consumer base as brands start a secondary merchandise line, which is sold at lower prices than the primary one. There are takers for fashionable merchandises if available at affordable price. The brands are aware of the same, which is why they have taken the path of

Vignette 1 Essay Example | Topics and Well Written Essays - 750 words

Vignette 1 - Essay Example This program will be a compulsory for all students in Mr Smith’s general science class which will be focused at improving their interpersonal skills. The proposed plan will revolve around one main aspect which will be to gauge the students’ interpersonal skills and also to get their views as to why they act dormant in the class so as to reason on what is the best step on improving the student-teacher relationship. In order for the selected instructional coaching program to be implemented effectively, there is need to ensure that leaders play a significant role in selecting coaches that are well trained, developing a well-structured coaching strategy and also making sure that the student performance levels will be met(Glickman, Gordon & Ross Gordon, 2010). Together with Mr Smith, will generate a proper selection and guidelines for the entire instructional coaching program. This will enable the program to start with a well-focused goal on improving the area of concern which is the minimal level of the student teacher relationship. With regards to the self-assessment process of supervision, Mr Smith will start off the process by regularly reflecting and self-analysing his teaching performance as well as incorporating supervision strategies. The strategies to be used will involve an analysis of Mr Smith’s videotaped instruction, peer observation, analysis of the students learning, implemen tation of the professional goals and participation in various self-assessment activities. To initiate the self-assessment process of supervision there is need to effectively use the coaching skills inventory and instrument. There are a lot of factors that are involved in the coaching skill inventory instrument. Such factors revolve around the incorporation of communication skills and the relevant resources. Therefore, this step will be steered up

What have your experiences with writing been like Do you enjoy writing Essay

What have your experiences with writing been like Do you enjoy writing Why or why not Write a few paragraphs about your thoughts - Essay Example this stage became crucial in the sense that writing journal entries has developed my interest to explore with insights as drawn from personal experiences. Gradually I have gotten accustomed to noting down stories or encounters I suppose are worth my precious whiles and record, taking plenty of concrete and accurate details into account. In the process, I have felt a significant degree of improvement as I proceed writing with spontaneous fluidity of thoughts. Since I typically make it a point to use a thesaurus and acquire constant engagement in reading literature, I keep discovering ways to write in a more creative manner. With an increased level of creativity and enriched vocabulary, I observe being capable of effective self-expression when conveying sentiments and ideas through writing. Such joy and fascination leads me to establish writing as a hobby or a form of diversion by which to escape into a world of wonders and possibilities yet unknown. To an extent, it has even brought me to find delight in composing essays and poems I savor reading as well. If my own wealth had the capacity to afford a sauna house or facility for therapeutic spa then I would certainly buy one. Given a blank check, I would think of putting up a flower garden of my own design and choice of exotic flowers on the ground that besides love of nature, I believe that such remarkable setting fosters a stimulating atmosphere for the mind to indulge in tranquility and happy thoughts. It is essential for an individual to be able to generate a positive outlook in life especially in dealing with an unstable state of economy and technology-driven social affairs and one would only attain to this objective by deriving an inspiration from the beauty that is seen and felt inside and out. Finding a way out of complications is necessary indeed particularly whenever this situation in its complicatedness affects not only a person but even those around him who may be highly impacted by the negative vibes

The Los Angeles Basin Pollution Problems Essay Example for Free

The Los Angeles Basin Pollution Problems Essay Final draft The significant air pollution problem in the Los Angeles Basin has been one of the most severe environmental issues that concerned the society. Due to the American tradition, public transportations are not so commonly used; therefore, a majority of the individuals owned a car. The most commonly used transportation is the convenient motor vehicles that are driven everywhere. With the high volume of traffic daily, the tremendous amount of air pollution that is produced by highly-polluted vehicles are growing at an exponential rate Although the government has been putting a massive amount of work into preventing additional air pollution from being continuously produced and also trying to wipe out the polluted air that already existed, it is still the most challenging environmental issue in America. Statistically proven that â€Å"in Southern California, episodic outdoor levels of ozone (O3), particulate matter less than 10 microns in diameter (PM10), and nitrogen dioxide (NO2) historically have been among the highest in the United States, and they continue to exceed federal and state clean air guidelines.† (Kà ¼nzli et al., 2003, p.1) CAUSE Historically, * â€Å"The first recognized episodes of smog in Los Angeles occurred in the summer of 1943. Visibility was limited to only three blocks and residents suffered from smarting eyes, respiratory discomfort, nausea, and vomiting†¦ Smog events continued to plague Los Angeles throughout the 1940s.† â€Å"The City of Los Angeles began its air pollution control program in 1945, establishing the Bureau of Smoke Control in its health department. On June 10, 1947.† â€Å"During the 1940s and 1950s, air pollution control focused on obvious sources, such as backyard burning and incinerators, open burning at garbage dumps, and smoke emissions from factories. During the 1950s and 1960s, local air quality officials implemented the use of vapor recovery equipment for the bulk transfer of gasoline, regulated petroleum-based solvents, and required permits for rendering plants that processed animal waste. Starting in 1970, the federal government phased out lead in gasoline. In 1975, the first oxidizing catalytic converters to reduce CO and hydrocarbon tailpipe emissions came into use as part of CARB’s Motor Vehicle Emission Control Program.† (2007, pp. 276-278)

AlfredMarshall Essay Example for Free

AlfredMarshall Essay Supply and Demand Simulation ECO/365 March 10, 2014 Ed Hartmann, D. B. A Supply and Demand Simulation Microeconomics and Macroeconomics In the simulation the supply and demand was affected due to the decreasing of the rent in order to lower the vacancy percentage and increase the revenue for the rental company. This is thought of as a temporary fix on a month to month lease basis and provides us with a good example of what microeconomics is. When a new company decided to move into town and increase the population as well as increase the number of jobs provides us with another good example of microeconomics. Because the population increased and the jobs increased means the rental rates are increased as well in order to respond to the increase in demand. The simulation also showed that people who were working in Atlantis were living in cities outside of town because the rent was less there, this is an example of macroeconomics. The government decided to take control of the situation by putting a ceiling of $1550 per month for a 2 bedroom apartment in order for middle class families to be able to afford to live within the city that they work in which is another example of macroeconomics. Because of the ceiling being put on the rental properties it caused the rental company to only rent a portion of their apartments so that they would be able to make some sort of profit because of the cost of maintenance. Shift of Supply and Demand Curve The simulation showed us that when the new company moved into town increasing the population the supply curve shifted down because the supply of the two-bedroom apartments ended up decreasing. Because the population grew within the town the demand curve increased. Analyzing the Shift When the increase in demand occurs this means that the quantity demand is larger than the quantity supplied from the initial equilibrium, which also means that there is a temporary shortage in the market. When the company increased the rental rate due to the demand increasing, the quantity demand decreased and the quantity supplied increased, in return there was a reduction shortage that occurred. The company will have to continue to make adjustments until the equilibrium is met between the new demand curve and the initial supply curve. When the company reached a new equilibrium, the rental rate was higher than it was before, and therefore the number of apartments that were demanded and supplied were increased (University of Phoenix, 2003). Applying What We Learned In Our Workplace Supply and demand in my workplace is based on our customers and what they require. One of our biggest customers is the government mainly the military. For our company when our country is not at war or protecting another country then the demand for our product is low. The demand for our products helps other areas such as law enforcement but the government holds most of the demand of product. When the demand is low our company will need to reduce our headcount in order to stay on top of the game. Conclusion In microeconomics the supply and demand relies on both the competitors and the cost. At the point in which the bidding is done is referred to as the equilibrium. Macroeconomics showed us that when the jobs and population were increased the increase or decrease on the apartments occurs. The equilibrium is higher than it was before and therefore the number of apartments that were demanded and supplied increased as well. The price elasticity of demand affects a consumer’s purchasing and the firm’s pricing strategy when the prices for apartments were lower and the demand was higher. Because of this the prices were increased due to the demand of apartments needed. However, because the prices of the apartments increased the demand for apartments decreased or stayed the same over a short period of time. It seems to me that supply and demand is sort of like dealing with the stock market. When the demand is great you increase the prices to make big profits, however when the demand is lowered than the prices decrease to make sure that the company will come out at least even in the end. References University of Phoenix. (2003). Applying Supply and Demand Simulation [Multimedia]. Retrieved from University of Phoenix, eco365 website. University of Phoenix. (2003). Applying Supply and Demand Simulation [Multimedia]. Retrieved from University of Phoenix, eco365 website.

Environmental Regulation And Western Food Culture In India Commerce Essay

Environmental Regulation And Western Food Culture In India Commerce Essay Environmental regulation and western food culture in India was almost non-existent. In pursuit of economic development, the Government of India liberalised the economy in food sector and kept environmental regulation of multinational corporations to a minimum in order to attract foreign direct investment. Multinational corporations have often been blamed for taking advantage of weak enforcements in India; however, in recent years, many of them have started to self-regulate and often set their environmental standards above the minimum compliances enforced by the Government of India. Advancement of foreign culture in India in the food industry has given many multinational companies (MNCs) an opportunity to grow and flourish. MNCs that set up operations in India or do business with Indian companies find that managing Indian workforce requires understanding Indian work culture that has evolved over several centuries. Thus there is a need to study the difference in the culture of Indian food industry. Many socio economic factors and other influencing factors are responsible for setting a new trend. These factors form the independent variables on which the preference of selection of food will depend i.e. dependent variables. These literatures are classified based on:- (a) Studies corresponding to major influencing factors governing selection and demand of ready-made food items. (b) Studies corresponding to the socioeconomic factors affecting the demand for ready-made food items. (c) Framework for examining the environmental management of MNCs The conclusion expected from the research is that the socio economic factors and other influential factors play an important role on consumers preference in food industry. Based on the finding, few suggestions and limitations affecting influential factors to Indian food industry for future research will be provided. And  my research will also investigate the change in environmental management  in food industry. Globalisation and the Indian food Industry A study into the key factors influencing consumer behaviour in the Indian food industry. A comparative study of past and present culture and environment in Indian food industry By Rounak Goenka G0759654K Project submitted to University of Bradford School of Management In partial fulfilment of the requirements For the Degree of BSc. (Hons.) in Business Management BBMD20932A CONTENTS: Page No. Abstractà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦1 Chapter 1 Introduction : à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..4 Objective of the Researchà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦4 Approach to the Researchà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦5 Chapter 2 Literature Review:à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦6 Influencing factors affecting choice and demandà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦6 Influence of Socio-economic factorsà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦9 Influence of Global flowsà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..11 Framework for examining the environmental management of MNCsà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..13 Chapter 3 An overview of culture in Indian food industryà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦14 Chapter 4 Study of globalized food culture evolving in Indiaà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦16 Chapter 5 PepsiCoà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦18 Chapter 6 KFCà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦21 Chapter 7 McDonaldsà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.22 Chapter 8 Analysis and Conclusionà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.24 Referencesà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦26 Chapter 1 Introduction : Objective of the Research Fast-food is not an alien concept to Indians; roadside shops have offered snacks-to-go since time immemorial and the country has a long tradition of indigenous fast-food served by a variety of street vendors.  With the rapidly growing middle class population and changing lifestyle, India is blessed with one of the fastest growing fast food markets in the world. The fast food industry in India has evolved with the changing lifestyles of the young Indian population. There are many factors that make  India an attractive market for Western consumer goods. With one-sixth of the worlds population,  India is the second most populous country  in the world, following China. The purposes  of this research is to compare the attitudes about  new food purchases between innovators/early  adopters and non-innovators and also is to empirically substantiate if the forces of globalization are impacting consumer culture and behavioural traits in a developing country (India). The Indian fast food market has been witnessing rapid growth on the back of positive developments and presence of massive investments. Currently, market growth is largely fuelled by the rising young population, working women, hectic schedules, and increasing disposable income of the middle-class households. Some of the unique properties of fast food like quick served, cost advantage, etc are making it highly popular among the masses. Thus, India offers enormous opportunities for both domestic as well as international players. In the past, the overwhelming majority of Indian consumers had little purchasing power, and spent almost all of their income on the basic necessities. Industrial growth and increasing affluence of the middle classes, however, have led to important increases  in consumer demand and spending power. Regardless of this compulsory Indian input, as yet, these western companies cannot match the popularity of local Indian chains such as Nirulas or the corner shops selling indigenous  foods. To compete, they are not only changing their business models but also their identity. There has been a drastic change, as seen in past, in taste and preferences of the consumers in India. India has taken a step forward in adopting western culture. Thus foreign firms have been adapting Indian culture while running their business here. In past there were many restrictions in the culture of consumers in India, but now many of them has moved forward with the taste of new generation. But some of them are s till very conservative towards the food sector. Approach to the Research On the back of rising disposable income, changing consumer behavior, huge population base, India is witnessing a tremendous growth is its fast food industry over the past few years. Other reasons like rising number of nuclear families, exposure to western cuisine and increasing number of employed women are also having a significant impact on the eating out trends and growth of the fast food industry in the country. As a result, all the international players like Pizza Hut, Dominos, McDonalds and KFC, etc. are investing huge amount of money to grab a share of this highly lucrative market.   Three big food companies have been taken in consideration for this research. And their case studies are been discussed below, which shows us how did the company manage to change its cultural environment to adjust with the country requirements and ethical issues. This paper focuses on determining a  food  choice model in wake of changing  food  and eating habits in India, using literature reviews, exploratory surveys and reliable data sources.  This case study focuses on growing trends towards organic  food  and green consumerism in view  of  rising global obesity with fast  food  consumption in Western countries and significantly very less in India despite obesity being an epidemic in India. Literature review used in this research is:- Influencing factors affecting choice and demand Influence of Socio-economic factors Influence of Global flows Framework for examining the environmental management of MNCs With the help of above literature review we can discuss how the taste of Indian consumers has been changed and also we can analyse how the companies by changing its strategy has achieved their goal in Indian market. Findings Based on literature reviews and exploratory surveys, the key determinants impacting consumers  food  choice are passion for eating out, socialize, ambience and taste for school and college goers and convenience for dual-income families in urban India. Findings indicate that fast  food  companies can no longer rely on convenience as USP in India, unless the implications  of  same on consumers health are given equal importance in the years to come. Chapter 2 Literature Review: Influencing factors affecting choice and demand :- A households demand for food away from home also may depend on the ages of family members. One reason is that the tastes may change as people progress with their age. The empirical study conducted by Byrene et al, (1998) observes that the households with younger members tend to spend more money on fast food restaurants, while households with older people tend to spend more money on full service restaurants. In this context, Blisard (2001) while, stating the significance of age in the demand for food items prepared outside home, observes similarity in the behaviour by the members of different generations at the same points in their lives. According to Friddle et al., (2001) the sensitivity of taste buds diminishes with age and hence, they observe that the older people may demand foods with bolder flavours. In addition to the taste factor, certain textural properties are also intrinsic in judgments of qualities like crispness, crunchiness, and freshness all of which are important in the selection of food items. Barthes (1975) has suggested that there is a general symbolic opposition between crisp, brisk, and sharp foods and soft, soothing, and sweet foods in Western cultures. Texture and flavour may also be associated with palatability and digestibility. Firth (1966) observed that people sometimes use these descriptive characteristics to distinguishing between preferred and less preferred foods and those consumed under normal or starvation conditions. The theory of household production proposed by Becker (1965) explains how prices, income, demographics, and time constraints can all influence a households purchases of items like food. He extended the classical demand theory to explain these aspects more elaborately. According to this economic model, the cost of food purchased includes the cost of consumption, cost of preparing the equivalent food in the home and also the cost of cleaning up after a meal or snack. In the context of the Beckers model, a household manager can be defined as the person primarily responsible for shopping, cooking, cleaning, and other household chores. In the study of food choices on Native Americans Galloway and Gibbs (1976) concluded that inadequate nutrition levels were the result of lack of purchasing power rather than the lack of nutrition knowledge. Similarly, DeWalt and Pelto (1976) conducted a study on food rating with factor analysis- as the basis for analytical construct. In the context of this study, the respondents in a Mexican village were asked to rate food according to taste, healthfulness, and economic value, and found that people had accurate notions of nutrition. Also, this study found that people chose food mainly on budgetary considerations. The factors related to food choice in this study were identified through factor analysis from sets of food choices provided by respondents. In similar line of thought Schuftan (1979) stated that the real problem in malnutrition is lack of food-purchasing power from the buyers and hence, he suggested that the nutrition programs should address malnutrition in economic rather t han nutritional terms; that is, they should measure deficits in the purchasing power of the households and give priority to nutrition programs that generate income, new employment opportunities in food production, and food-related services. The impact of specific economic and demographic characteristics of a household, in its demand for ready-made food items are considered very important. In this context, McCracken and Brandt (1987) analyzed the relationship between some key household characteristics and expenditure at different categories of restaurant. The empirical analyses of their study have shown the influencing pattern of economic and demographic characteristics of households in their demand for restaurant made food items. Also, they stated that an inverse relationship could be observed between the number of people in the household and its requirement for food prepared outside home. The significant finding indicated in the above study observes decrease in the expenditure of large households for food items prepared outside home. This is understandable for the simple reason that cost of cooking in terms of fuel expense is less, if food is prepared for more number of people. Based on the household survey data from t he year 1970s and 1980s, Nayga and Capps (1994) studied the relationship between a households characteristics and its frequency of dinning at each category of food selling enterprises. Hiemstra and Kirn (1995) analyzed the impact of household characteristics on expenditure by eating occasion and market segment. A specific household may demand more restaurant made food items if both husband and wife work outside. In such situations food prepared outside home will form a convenient meal option if the sellers are reasonably accessible. Two studies conducted by Popkinn and Solon (1976) and Popkin (1980) identified deficiencies in the food intake of children who have their mothers with employment. Further, these studies confirmed no such deficiencies in the food intake of the children who have their mothers without employment. According to Byrene et al., (1998) the spending for fast food is increasing along with the number of hours, the household manager works in the labour force. In this context, Rajmohan and Panchanatham (2002) reported that the female employment in IT jobs makes women to struggle a lot in terms of fulfilling the domestic responsibilities like preparing food items at home. This practically means that more office responsibilities for women will cause increased demand for ready- made food items in the market. Influence of Socio-economic factors The booming Indian economy (Lenartowicz and Balasubramanian, 2009) and the huge Indian consumer market (Enderwick, 2009) is encouraging many researchers to study the various socio-cultural dimensions influencing the Indian consumers behaviour (Kopalle et al., 2010). Another stream of study that is luring leading researchers (Craig et al., 2009; Yaprak, 2008) is the influence of forces of globalization on the changing consumer culture of a society. Such influence, according to Ger and Belk (1996), would be more intensive on the consumers in the developing economies of the world, India being one of them. In fact, Durvasula and Lysonski (2008) and Mathur et al. (2008) have empirically shown how forces of globalization are bringing in changes in the culture of Indian consumers. One such culture based dimension of consumer behaviour is materialism. The current work studies materialism, a construct defined by Belk (1984) and Richins (1987) giving importance/being attached to worldly possessions, and its influence on consumer culture, which encompasses the prevalent cultural influence among consumers, in the Indian context. Extant research suggests that globalization is rapidly influencing consumer culture in India with people showing increasing predisposition towards foreign brands (PTFB), a construct defined by Bandyopadhyay (2001), Batra et al. (2000) and Kinra (2006) as admiration of foreign brands and intention to purchase them vis- a`-vis home countrys brands. Such cultural influences are also likely to impact Indian consumers purchase behaviour, e.g. credit card usage (Chibber, 2010), impulse purchases (Datamonitor Report, 2010) and consideration of shopping as an enjoyable behaviour (Ghosh et al., 2010). Although marketing scholars (Cleveland et al, 2009; Richins and Dawson, 1992) have already established the impact of ma terialism on these important consumption traits, studying the same in the Indian context would provide interesting insights for both scholars and practitioners alike. The paper thus makes an effort to study extent of materialistic values (MV) amongst Indian consumers; differences in such values based on demographics; whether such values impact various buying behaviour traits of Indian consumers and are itself being impacted by the onslaught of forces of globalization. Materialism among Indian consumers has been studied by Chaudhuri and Haldar (2005) and Cleveland et al. (2009). These studies brought forth the relationship that materialism has with cultural adherence and regional differences with-in India (Chaudhuri and Haldar, 2005) and materialisms impact on various purchase behaviour like purchasing frequency of luxury products, etc. (Cleveland et al., 2009). Though Cleveland et al. (2009) also attempted to study the relationship between materialism and various demographic variables like age, income, gender and educational qualification for the Indian sample; they could not get significant results on any of the relationships. Both Cleveland et al. (2009) and Chaudhuri and Haldar (2005) used student samples in their study, which could limit the generalization of their findings. Further, neither of these studies attempted to operationalize globalization as an antecedent impacting the MV of Indian consumers. These studies also did not empirically s tudy the impact of other demographic factors (besides age) like income, educational qualification and gender on the MV of Indian consumers. The present study addresses these existing gaps in the extant literature. Pettys and Balagopal (1998) are of the view that since individual attachment in India is seen as temporary and as an illusion, Indians are very non-materialistic. They also believe that an inherent risk of westernization is that the Indian consumers might become more materialistic. On the other hand, Venkatesh (1995) states that Indians are not averse to materialism because in Indian culture spiritualism and materialism are not considered opposites, instead they belong to the same realm of experience and hence there is no confrontation of beliefs if both are adopted together. Still, compared to other developed nations like USA and New Zealand, Indians are relatively less materialistic (Ger and Belk, 1996). This might be due to conservatism preached by the Indian culture. The results of Chaudhuri and Haldars (2005), empirical study on Indian respondents showed that there is a significant negative correlation between the degree of materialism and the intensity of cultural adherence. In other words the more a person moves away from the Indian culture, the more are the chances that materialism will manifest itself in him. Influence of Global flows Globalization is leading to various types of global flows across the world. According to Appadurai (1990), there are five types of global flows mediascapes (flows of image and communication), ethnoscapes (flows of tourists, migrants and foreign Students), ideoscapes (flows of political ideas and ideologies), technoscapes (flows of technology and know-how) and finanscapes (flows of capital and money). Considering the influence of these global flows, Craig et al. (2009) observe that in todays world, cultural products and lifestyles from the developed world are spreading across developing countries. This is the result of contact through traditional media such as TV and films, as well as through new media such as the internet, electronic social networking, blogs, etc. (Craig et al., 2009). This phenomenon, according to Craig et al. (2009), is changing the cultural fabric and patterns of a society as products, icons, lifestyles and rituals of one culture are being adopted by another (Craig and Douglas, 2006). Further, its pervasive influence on consumer behaviour is affecting consumer tastes, preferences and purchase behaviour (Douglas and Craig, 1997). Venkatesh and Swamy (1994) state that Indian consumers, even if they have not travelled abroad, are still being influenced by the consumerism (or consumer culture) brought by foreign influence through media and products (foreign brands). Ger and Belk (1996) state that the reason for this is that with the coming of globalization and westernization, developing countries consumers emulate the lifestyles and consumption patterns of more economically developed nations. Many studies (Batra et al., 2000; Kinra, 2006; Maxwell, 2001) have shown that Indian consumers have a very high PTFB. According to Eckhardt and Mahi (2004), th ese foreign brands are also bringing foreign cultural influence with them in the Indian market place. Since 1991, India has witnessed a dramatic increase of multinational corporation activity, giving rise to tremendous economic development of the country (Emde, 1999). From provision of services to manufacturing, multinational corporations (MNCs) play a big role in almost all the economic sectors in India. Consequently, their business operations impact the physical environment of the country on a large scale. In the post-industrialized era, MNCs in the developing world are changing their environmental management in the context of various internal and external drivers. These changes often lead to an introduction of new strategies, systems, and practices across the environmental management of MNCs (Moser, 2001). Despite significant environmental policies introduced in India, such as the Water Act (1974), Air Act (1981), and Environmental Protection Act (1986), its environmental quality has continued to deteriorate (Reich Bowonder, 1992). Indias Industrial Policy of July 1991 radically pushed for an open economy by globalization, liberalization, and privatization. The policy opened up Indias economy to foreign direct investment by providing facilities to foreign companies to invest in different fields of economic activity (Goyal, 2006). The economic policy reforms of India removed constraints for entry of MNCs into India, allowed Indian companies to form joint ventures with the foreign companies, and encouraged a free inter-country transfer of technology and labor (Goyal, 2006).   An open economy, large manpower, and a weak environmental regulatory framework reduced the cost of doing business in India as compared to other developing countries such as Brazil, Mexico, China, and Indonesia (Jain et.al, 2006). Therefore, these factors made India a preferred destination of MNC activity from developed countries. Framework for examining the environmental management of MNCs The project draws from the framework within organization theory and specifically on Andrew Pettigrews famous work on the management of strategic change (Pettigrew, 1987).   His framework has been widely adapted to study how changes in the management of environmental and social issues by MNCs operating in less developed countries can lead to sustainable development (Moser, 2001). Pettigrew offers a framework -consisting of three dimensions: context, content and process. He suggests that organizational change process and decision-making can be understood in terms of these three inter-linked dimensions. The context of change is concerned with how an MNCs internal context and aspects of external environment promote or inhibit the change process.   Internal context refers to characteristics of the MNCs internal organization: its structure, culture, and politics, and how these have shaped/continue to shape its environmental management (Moser, 2001). The external context can be sub-divi ded into formal and informal components.   The formal or institutional component of context consists of factors such as headquarter policies, host countrys (India in this case) regulatory framework, investor pressure, standard industry codes of conduct, international regulations, international nongovernmental organizations (NGOs), and media comment. The informal or socio-political component consists of factors such as brand image, risk management, competition, eco-efficiency (cost effectiveness with reduced environmental impact), and pressure from local or domestic NGOs, public, and local communities. The content dimension of the framework refers to the economic, social and environmental impacts (both positive and negative) of current MNC practices and operations. The process dimension refers to how change within an MNC is effected over time.   The adoption of environmental management changes can also be understood in terms of the interrelated dimensions of context, content, and process. This research focuses on the content and context dimensions as they apply to the case study. In the context dimension, only the external aspects containing formal and informal institutions are studied.   These external aspects play the role of drivers that change the environmental management of MNCs. The content dimension is studied to direct the second research question about the implementation of new environmental strategies, systems, and practices to incorporate the changes driven or impeded by the contextual factors listed above. Chapter 3 An overview of culture in Indian food industry Due to the cultural and personal attitudes  of Indian consumers about food and the perceived importance of fresh food, processed food is a  new concept to this population, and thus should be viewed as a  new product and an innovation. Countless  new products are introduced on world markets only to fail and to be taken off the market within a few months. Usually, the failure  of a  new product is accompanied by substantial financial losses to manufacturers, middlemen, and retailers. Market researchers, therefore, need to examine carefully the relationship between  product and marketing innovation, and other important variables that make the introduction  of a  product successful  in new markets. Food diversity is an implicit characteristic of  Indias diversified culture consisting of different regions and states within. Indians like to have home-cooked meals a concept supported religiously as well as individually. However, with times due to increasing awareness and influence of western culture, there is a shift in  food  consumption patterns among many Indian families. It started with eating outside and moved on to accepting a wide variety of delicacies from world-over. Liberalization of the Indian economy in the early 1990s and the subsequent entry of new players set a significant change in lifestyles and the  food  tastes of Indians.   Fast food  is one which gained acceptance of Indian palate after the multinational  fast food  players adapted the basic Indian  food  requirements viz. vegetarian meals and selected non-vegetarian options excluding beef and pork totally from their menu. Multinational  fast food outlets initially faced protests and non-acceptance from Indian consumers. This was due to primary perception that these  fast food  players serve only non-vegetarian and do not serve vegetarian meals. In addition,  fast food  is perceived expensive besides being out-of-way meals in Indian culture. Today,  fast food industry is getting adapted to Indian  food  requirements and is growing in  India. It is gaining acceptance primarily from Indian youth and younger generations and is becoming part of life. Keeping in view the Indian habits and changing preferences towards  food  consumption, this study has its focus to understand the factors affecting the perception of Indian youth, in the age group of 20-30 years, towards consumption of  fast food  as well as towards making choice of  fast food  outlets. All the popular fast food chains  have chalked out massive plans for  expanding their  business and presence throughout the  country. Moreover, foreign fast-food chains are aggressively increasing their presence in the country. International fast-food chains such as McDonalds, Dominos, Pizza Hut and Kentucky Fried Chicken (KFC) are doing brisk business  in Indias ready-cooked meal fast  food segment. Chapter 4 Study of globalized food culture evolving in India: Some traditional attitudes of Indians, however, have created challenges to foreign companies that attempt to make a successful entry into the country.  Food is believed to be an effective and tangible differentiator of consumer preferences among different cultures. Indian consumers tend to be traditional  in their approach to food products, thus, unlike many countries  in the developing world, Western  food is not widely consumed  in India. The highly distinct tastes of Indian consumers are a challenge for many multinationals seeking to enter the Indian  food market. Unlike citizens of other rapidly industrializing countries, about 40 per cent of Indians are vegetarian, according to reports  in The Economist (1997). Even among Indian meat eaters, many consumers have an aversion to beef and/or pork and dislike frozen meat and fish. Despite these challenges, the US International Trade Administration (2000) estimated that the processed food market  in India was worth over US$22.2 million  in 1999. However, marketers need to develop a very high level of expertise  in tapping into this potential market since imported  food products are not widely accepted by the general Indian population. Research has demonstrated that younger Indian consumers are more open to novel  food products and are more likely to perceive imported  food as high quality as compared with locally produced  products. Direction of business globalization it has to be not only about uniformed customization of the economies of the different countries and human need, but also about sensitive and understanding approach to local and national values and principles. In practise the most mistakes are made along  this chain of management processes. The success of the foreign business is not only determined by a good quality of the products but a solid preparation, search for adequate business  partners, market knowledge, attentive acquisition of local staff and a well-founded business concept. For success of fast food  restaurant the store image is  very important. Firstly, they are functional qualities of a store (assortment, store layout, location, price-value relation). Secondly, psychological attributes refer to the consumers perception of the store attributes, such as  friendliness, helpfulness of store personnel or attractiveness of decor. For kids market segment and market segment of young people students the emotional material as a part of store image is of great importance. Shoppers differentiate one store from another by the images of each project. The simplest approach to such image projection is likely to be based solely on  price-quality relation. After the liberalization policy that came in force in 1991, fast food industry grown in India as multinational fast food providers have set up their business either jointly with Indian partners or independently. From next chapters we will discuss about the companies environmental management and the cultural change. And we will see how companies adapt to these situations. Chapter 5 PepsiCo In this research we will discuss about the change in environmental manageme