Differences between the worlds of social marketing and commercial marketing Essay Example

Differences between the worlds of social marketing and commercial marketing Essay Thesis: Significant differences between the worlds of social marketing and commercial marketing mean that the transfer of commercial marketing concepts into the social marketing arena poses a number of problems to the social marketing program Introduction: Andreasen defines social marketing as â€Å"the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of society†. However, significant differences between the worlds of social marketing and commercial marketing mean that the transfer of commercial marketing concepts into the social marketing arena pose a number of problems to the social marketing program (Andreasen, 2000; Bloom and Novelli, 1981). The rest of this essay will explore the inherent differences between these two marketing applications and expose why it is difficult to adopt the commercial marketing framework and methodology to social marketing endeavours. BUPA Health Services is the chosen company, whose case history will be perused for presenting concrete evidence in support of the above mentioned thesis. We will write a custom essay sample on Differences between the worlds of social marketing and commercial marketing specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Differences between the worlds of social marketing and commercial marketing specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Differences between the worlds of social marketing and commercial marketing specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In a general sense, Social Marketing is a novel way of conceiving and implementing a very old human endeavour. From time immemorial, â€Å"there have been social systems, there have been attempts to inform, persuade, influence, motivate, to gain acceptance for new adherents to certain sets of ideas, to promote causes and to win over particular groups, to reinforce behaviour or to change it — whether by favour, argument or force† (Gulas, 2000). Social Marketing has its origins in religion, politics, academics, and also in military strategy. It also has intellectual roots in â€Å"disciplines such as psychology, sociology, political science, communication theory and anthropology† (Gulas, 2000). Its practical development is related to such disciplines as â€Å"advertising, public relations and market research, as well as to the work and experience of social activists, advocacy groups and community organizers† (Gulas, 2000). Commercial marketing, on the other hand is defined as the understanding, targeting and advertisement of products and services to consumers, with the expectation of making profits out of the enterprise. This profit motive is what essentially separates the two concepts and in most cases makes them conceptually incompatible. Social Marketing is an integrated part of health promotion strategies across agencies and government departments in the United Kingdom Healthcare Sector. It is employed to deliver health promotion and disease awareness messages to specific target groups in the British demography and is â€Å"designed to help individuals make decisions related to maintaining and improving their health and well-being and that of their families and communities† (Lefebvre, 2001). Customer Profiling and Commercial Marketing: BUPA, alongside other major healthcare sector players like Allianz Cornhill, Scottish Life and First Active has forwarded plans to form a database repository and customer relationship marketing group called Sword. Although this venture is quite new and its results are yet to be discerned, the commercial nature of the group has made is in-conducive for propagating healthcare messages from government agencies. So far as one can discern from the group’s website, its aim has been to â€Å"use customer profiling to better target products to customer segments†, which says nothing about influencing the voluntary behaviour of target audiences in order to improve their personal welfare and that of society (Lefebvre, 2005). In mid 2002, Bupa employed WCRS to start an expensive multimedia campaign that aimed to improve â€Å"the consumers’ understanding of the private health brand and its offering†. (Fergenson, 1989) The campaign, which is still running, continues Bupa’s traditional practice of using its staff to participate in its commercials in an attempt to highlight the personal expertise, earnestness and dedication of those working for the company. Focusing on specific healthcare problems, the campaign runs across all kinds of media TV, press, radio and internet. While this campaign is hailed as a successful marketing effort by the business press, it has little to offer social marketers. For example, according to one marketing expert, the million of pounds pumped into the campaign could have only been possible by a business corporation, which is generally cash rich. All government health agencies operate on tight budgets and cannot undertake such marketing campaigns as that o f BUPA’s. Hence, what we see is a lack of adaptability of any commercial model of operation to social marketing (Fergenson, 1989). Legal advantages for commercial enterprises: Also, the laws pertaining to commercial advertising are much more liberal when compared to government run campaigns. One of the keys for the successful Bupa advertisement campaign was its portrayal of appealing and eye-catching visuals and attractive sloganeering, which cannot be reflecting the product or service accurately. In other words, there is an element of dishonesty and economy with the truth associated with these commercial campaigns. But a government agency cannot employ such techniques for their purpose as they are more liable than their business counterparts and are more accountable to the general public. This is another reason for the inappropriateness of comparing commercial and social marketing campaigns. To illustrate the point, let us consider the following description about the Bupa campaign. An advertisement for back-care, is shown with a montage of images illustrating how back problems affect more than sixteen million people a year in the United Kingdom. It later shows viewers a team of Bupa back specialists providing â€Å"personal assessments, treatment and care†. But, more importantly, there is no time in the short advertisement for revealing the relatively high premiums required by those plans, as well as some other hidden costs. A business corporation like Bupa can get away with such economy with truth and achieve product awareness among its target audience, but a government department is required by law to be much more straight-forward and act in the real interest of the public as opposed to acting with the sole motive of profit-making (Fergenson, 1989). The differences in advertisement content: In recent years, marketing campaigns have been started in areas such as health promotion like anti-smoking, safety, recreational drug use, driving under the influence of alcohol, prevention of HIV/AIDS, healthy food and nutrition, physical fitness, inoculation and immunization campaigns, cancer support and screening, mental illnesses like depression, family planning and baby care, etc. Some other campaigns have aimed toward curbing indirect causes of ill-health, like â€Å"safer water, clean air, energy conservation, preservation of national parks and forests), education (e.g., literacy, stay in school ), economy (e.g., boost job skills and training, attract investors, revitalize older cities), and other issues like family violence, human rights, and racism†. In these popular campaigns a combination of the best elements of the conventional approaches to social change in integrated with sophisticated design and development framework, and employs cutting-edge communications tec hnology and new theories in commercial marketing. In other words, commercial marketing is still of help to social marketing efforts. So, while the many disadvantages of employing a commercial marketing framework is the main theme of this essay, the utility of commercial marketing techniques deserves mention nevertheless. Through these techniques public discussions can be generated and awareness information promoted, resulting in changes in attitudes, values and behaviours. By doing so, it helps to create a climate conducive to social and behavioural change (Kotler, 2002). Measures of Success: While the measure of success for commercial marketing campaigns is the profits returned by them, the parameters of success for social marketing campaigns are quite different. In the case of the latter, the voluntary change in the public consciousness regarding a particular health issue is the yardstick of measuring success. So, while the medium is common, the method and the desired outcomes of the two marketing concepts are quite different (Fox, 1980). This is a strong argument against the employment of commercial marketing techniques for social purposes. To go back to our case study of Bupa, after six years of association with Ogiligy Mather, the private medical insurance company is looking for a new advertising agency to run its campaigns. For example, â€Å"The agency had been put on notice in the summer that its work was not thought to be up to scratch. A re-launch of the brand at the start of the year failed to materialise. Instead, TV viewers saw an evolved version of the ‘You’re amazing. We want you to stay that way’ campaign. Recently this has been supplemented with ads promoting BUPA’s hospitals and its screening service. But, all of these have failed in retaining the Bupa customer base and has led to subsequent dip in revenues†. (Cobb, 2005)

Changing Competitive

MBA Executive University / Innovation / Changing Competitive MBA Executive University / Innovation / Changing Competitive Environments Need Structural Shifts – Term Paper Example THE BOUNDaRY LESS ORGANIZATION al Affiliation) Key words: Competitive environment, shifting paradigms Introduction Incidentally, competition is healthy in every sphere of the human existence. It is important to note that, competition is one of the survival techniques in animals. On that note, animals compete for food, shelter, in other words the essential resources that require to be shared. However, this particular paper delves to highlight the aspect of competition in business and strive to support the argument that organizations which are faced by an increased competitive environment will have to make the significant structural changes in a bid to remain competitive in the area of business that they delve in basing our argument from the article ‘the boundary less organization’. First and foremost, it is important to note in the area of business, innovation is one of the core values of this particular field. Essentially, over time different business enterprises come up with different innovations in order to cater for the demand in the market. Consequently, a lack of new innovative strategies will doom the business enterprise noncompetitive and therefore not successful. On that note, in a bid to ensure that this does not happen since many business organizations have strived to put in place the appropriate structural adjustments to cater for the changing competitive strategies of their competition.In conclusion, it is worth noting that it is not all competition that is healthy. On that note, some competition can be destructive, in this sense, an individual or a company might decide to stoop low to the point of destroying the competitor through the harming of their infrastructure in a bid to gain the market. To this end, it is essential to practice the positive competition which is attributed to success and not the demise of the other business franchises. Reference"The Boundary less organization: breaking the chains of organizational structure." Cho ice Reviews Online 33.06 (1996): 33-3403-33-3403. Print.

Operation Management Bachelor Case Study Example | Topics and Well Written Essays - 4000 words

Operation Management Bachelor - Case Study Example The role of the total quality management should be emphasised as an important strategy for the London Zoo to increase the number of visitors. Another unique and contributing factor for the Zoo can be the improvement in the service management in order to meet the specific needs of the customers. While keeping in view the case of London Zoo the organization is advised to use innovation as an approach to compete. Since the last few decades the concept of tourists' destination has been transformed from merely entertaining sites to highly automate and managed business organizations competing in the tourism industry. There are many pros and cons of the trend. There are many factors that create a global environment for the sector, such as efficient and low cost of services, efficient logistics from production to the counter, new and changing visitors' patterns etc. All these developments are supported by the penetration of information and communication technologies (ICT) across the entire business chain from plan to services, logistics, sales, branding, and market research. (Emcc, 2005) Service Operation Management is related to service quality. Delivering the expected quality by meeting the customers' expected value is the essence of service operation management. ... The characteristics are that, they are intangible, they are variable, they are perishable, and they are simultaneously produced and consumed (Shiffman and Kanuk, 1997). The evaluation of service qualities highly depends on the visitors' experience of service qualities in the service. This evaluation is difficult after a visit (Ostrom and Lacobucci, 1995). Dale, (1989), "consumer views and normally results from consumer's expectations of service, with their ideas of how services should be delivered". Daryl Wyckoff has defined service quality as, "Quality is the degree of excellence intended, and the control of variability in achieving that excellence, in meeting customers' requirements." (Wyckoff, 1984, p 81) This theorem of quality is however not accurate as experts says 'Quality is whatever the customer says it is and the quality of a particular product or service is whatever the customer perceives it to be' (Powers,1997, p 179). So the main emphasis is on the customer and perceived quality. When the delivered service does not meet the perceived quality then there is gap which can be best described by the below mentioned gap model by Parasuraman, 1988. THE SERVICE QUALITY GAP MODEL Despite the useful underlying concepts of this model, in practice measuring customer satisfaction can be very subjective in nature. SERVQUAL is a survey technique that attempts to quantify the service gaps; however in practice its application is limited (Parasuraman, 1988). A manager may be able to apply the underlying concepts in practice, but any quantitative application requires lots of time and resources which small enterprise lack. Quality is made up of two components viz. technical and interpersonal. The service marketers like small

Software Engineering Exam Essay Example | Topics and Well Written Essays - 750 words

Software Engineering Exam - Essay Example This is because the sub-system found here involves exchanging of data. The data exchange is done where the shared data is stored in a central or repository which can be accessed by every sub-system. Additionally, each and every subsystem tends to maintain the database and passes the data to various sub-systems. a) the best control model for word processing system is repository model this is because the model offers an efficient way of sharing large amount of information and data. Additionally, the sub system need not to be associated with the production of data since there is security and back up. Consequently, the sharing model undergoes publication as a schema for repository. b) the appropriate control model for the real time system that control the safety system in a factory is abstract machine model. This is because the model will organize the system into a collection of layers with each providing a collection of services. It also supports the rising development of the subsystems in various layers. When the layer interfaces change, the adjacent layers will be the one to be affected. 3. Coupling how much a module in terms of package, class, or method relies on the other modules. It is better to reduce coupling or minimize the amount that a specified module will rely on others system modules. Cohesion is how closely the related parameters like the classes, methods, and functionality within the method of the module are to other members within the same module. It is better to raise the cohesion as that shows that the module has specific activity and does only that activity (Dorfman & Thayer, 97). Coupling between the modules arises for various reasons, some of which can be desired and others not. A ranked list comprising of the least to the most desirable include the internal data coupling, global data coupling, parameter coupling, and subclass coupling. Cohesion can also be ranked from those that are least desirable to those that are most desirable

Satellite. Solar system Essay Example for Free

Satellite. Solar system Essay A satellite is defined as any object that orbits any other object. Satellites can be celestial, such as a moon orbiting a planet in the solar system, or a planet in the solar system orbiting the sun. Satellites can also be man-made. Man-made satellites are typically launched into outer space from earth to collect data, photos and other information about Earth and all the many things that exist around it. An animation depicting the orbits of GPS satellites in medium earth orbit. A full size model of the Earth observation satellite ERS 2  In the context of spaceflight, a satellite is an object which has been placed into orbit by human endeavor. Such objects are sometimes called artificial satellites to distinguish them from natural satellites such as the Moon. The first artificial satellite, Sputnik 1, was launched by the Soviet Union in 1957. Since then, thousands of satellites have been launched into orbit around the Earth. These originate from more than 50 countries and have used the satellite launching capabilities of ten nations. A few space probes have been placed into orbit around other bodies and become artificial satellites to the Moon, Venus, Mars, Jupiter and Saturn. Satellites are used for a large number of purposes. Common types include military and civilian Earth observation satellites, communications satellites, navigation satellites, weather satellites, and research satellites. Space stations and human spacecraft in orbit are also satellites. Satellite orbits vary greatly, depending on the purpose of the satellite, and are classified in a number of ways. Well-known (overlapping) classes include low Earth orbit, polar orbit, and geostationary orbit. Satellites are usually semi-independent computer-controlled systems. Satellite subsystems attend many tasks, such as power generation, thermal control, telemetry, attitude control and orbit control. HISTORY OF ARTIFICIAL SATELLITES Sputnik 1: The first artificial satellite The first artificial satellite was Sputnik 1, launched by the Soviet Union on October 4, 1957, and initiating the Soviet Sputnik program, with Sergei Korolev as chief designer. This in turn triggered the Space Race between the Soviet Union and the United States. Sputnik 1 helped to identify the density of high atmospheric layers through measurement of its orbital change and provided data on radio-signal distribution in the ionosphere. The unanticipated announcement of Sputnik 1s success precipitated the Sputnik crisis in the United States and ignited the so-called Space Race within the Cold War. Sputnik 2 was launched on November 3, 1957 and carried the first living passenger into orbit, a dog named Laika. TYPES OF SATELLITE ïÆ'ËœCommunication satellites †¢Communication satellites provide a worldwide linkup of radio, telephone, and television. †¢The first communication satellite was Echo 1, launched in 1960. †¢Relay 1 and telstar 1 were the first active communications satellites. †¢They were launched in 1962. ïÆ'ËœNavigation satellites †¢Navigation satellites are mainly intended to help aircraft, ships and nuclear submarines. †¢These satellites provide constant signals by which aircraft and ships can determine their positions with great accuracy. ïÆ'ËœWeather satellites †¢Weather satellites carry cameras and other instruments pointed toward Earths atmosphere. †¢They can provide advance warning of severe weather and are a great aid to weather forecasting. ïÆ'ËœMilitary satellites †¢ Many military satellites are similar to commercial ones, but they send encrypted data that only a special receiver can decipher. †¢ Military surveillance satellites take pictures just as other earth-imaging satellites do, but cameras on military satellites usually have a higher resolution. ïÆ'ËœScientific satellites †¢Earth-orbiting satellites can provide data to map Earth, determine the size and shape of Earth, and study the dynamics of the oceans and the atmosphere. †¢ Scientists also use satellites to observe the Sun, the Moon, other planets and their moons, comets, stars, and galaxies. HOW ARE SATELLITES LAUNCHED ïÆ'ËœThe trick when launching a satellite is to get it high enough to do its job without losing the capsule to outer space. ïÆ'Ëœ Its a delicate balance of push and pull, accomplished by the inertia of the moving object and the Earths gravity. GEOSYNCHRONOUS SATELLITE LAUNCH VEHICLE ïÆ'ËœThe Geosynchronous Satellite Launch Vehicle (usually known by its abbreviation, GSLV) is an expendable launch system operated by the Indian Space Research Organization (ISRO). ïÆ'ËœIt was developed to enable India to launch its INSAT-type satellites into geostationary orbit and to make India less dependent on foreign rockets. GSLV Geosynchronous Satellite Launch Vehicle FunctionMedium Lift Launch System ManufacturerISRO Country of origin India Size Height49 metres (161 ft) Diameter2.8 metres (9 ft 2 in) Mass402,000 kilograms (890,000 lb) Stages3 Capacity Payload to LEO 5,100 kilograms (11,000 lb) Payload to GTO 2,000 to 2,500 kilograms (4,400 to 5,500 lb) Launch history StatusActive Launch sitesSatish Dhawan Total launches6 (5 Mk.I, 1 Mk.II) Successes2 (Mk.I) Failures3 (2 Mk.I, 1 Mk.II) Partial failures1 (Mk.I) Maiden flightMk.I: 18 April 2001 Mk.II: 15 April 2010 Boosters (Stage 0) No boostersFour Engines1 L40H Vikas 2 Thrust680 kilonewtons (150,000 lbf) Total thrust2,720 kilonewtons (610,000 lbf) Specific impulse 262 sec Burn time160 seconds FuelN2O4/UDMH First Stage Engines1 S139 Thrust4,700 kilonewtons (1,100,000 lbf) Specific impulse 166 sec Burn time100 seconds FuelHTPB (solid) Second Stage Engines1 GS2 Vikas 4 Thrust720 kilonewtons (160,000 lbf) Specific impulse 295 s (2.89 kN†¢s/kg) Burn time150 seconds FuelN2O4/UDMH Third Stage (GSLV Mk.I) 12KRB Engines1 KVD-1 Thrust69 kilonewtons (16,000 lbf) Specific impulse 460 s (4.5 kN†¢s/kg) Burn time720 seconds FuelLOX/LH2 Third Stage (GSLV Mk.II) CUS12 Engines1 ICE Thrust73.5 kilonewtons (16,500 lbf) Specific impulse 460 s (4.5 kN†¢s/kg) Burn time720 seconds FuelLOX/LH2 LIQUID BOOSTERS One of the strap-ons of GSLV-F04 being brought to the Vehicle Assembly Building The GSLV uses four L40 liquid strap-on boosters derived from the L37.5 second stage, which are loaded with 40 tons of hypergolic propellants (UDMH N2O4). The propellants are stored in tandem in two independent tanks 2.1 m diameter. The engine is pump-fed and generates 680 kN (150,000 lbf) of thrust. First stage S139 stage is 2.8 m in diameter and is made of M250 grade maraging steel and it has a nominal propellant loading of 139 t. Second stage The second stage is powered by the Vikas engine. It has 2.8 m diameter and uses 37.5 metric tons of liquid propellants with UDMH as fuel and nitrogen tetroxide (N2O4) as oxidizer, in two aluminium alloy compartments separated by a common bulk head. It delivers 720 kN (160,000 lbf) of thrust. Third stage GSLV Mk.II D3 The third stage is propelled by a cryogenic rocket engine, 2.8 m in diameter and uses liquid hydrogen (LH2) and liquid oxygen (LOX) in two separate tanks of aluminium alloy interconnected by an inter-stage. Propellant loading is 12.5 t. The indigenous cryogenic engine was built in Tamil Nadu at the Liquid Propulsion Systems Centre. POLAR SATELLITE LAUNCH VEHICLE ïÆ'ËœThe Polar Satellite Launch Vehicle commonly known by its abbreviation PSLV is an expendable launch system developed and operated by the Indian Space Research Organization (ISRO). ïÆ'ËœIt was developed to allow India to launch its Indian Remote Sensing (IRS) satellites into sun synchronous orbits. ïÆ'ËœPSLV can also launch small size satellites into geostationary transfer orbit (GTO). ïÆ'ËœThe PSLV has launched 41 satellites (19 Indian and 22 from other countries) into a variety of orbits till date. Polar Satellite Launch Vehicle PSLV-C8 (CA Variant) carrying the AGILE x-ray and ÃŽ ³-ray astronomical satellite of the ASI lifting off from Sriharikota FunctionMedium Lift Launch System ManufacturerISRO Country of origin India Size Height44 metres (144 ft) Diameter2.8 metres (9 ft 2 in) Mass294,000 kilograms (650,000 lb) Stages4 Capacity Payload to LEO 3,250 kilograms (7,200 lb) Payload to HCO 1,600 kilograms (3,500 lb)[1] Payload to GTO 1,060 kilograms (2,300 lb)[1] Launch history StatusActive Launch sitesSriharikota Total launches17 PSLV: 10 PSLV-CA: 6 PSLV-XL: 1 Successes15 PSLV: 8 PSLV-CA: 6 PSLV-XL: 1 Failures1 (PSLV) Partial failures1 (PSLV) Maiden flightPSLV: 20 September 1993 PSLV-CA: 23 April 2007 PSLV-XL: 22 October 2008 Notable payloadsChandrayaan-1 Boosters (Stage 0) â„â€" boosters6 Engines1 solid Thrust502.600 kN Specific impulse 262 sec Burn time44 seconds FuelHTPB (solid) First stage Engines1 solid Thrust4,860 kN Specific impulse 269 sec Burn time105 seconds FuelHTPB (solid) Second stage Engines1 Vikas Thrust725 kN Specific impulse 293 sec Burn time158 seconds FuelN2O4/UDMH Third stage Engines1 solid Thrust328 kN Specific impulse 294 sec Burn time83 seconds FuelSolid Fourth stage Engines2 liquid Thrust14 kN Specific impulse 308 sec Burn time425 seconds FuelMMH/UDMH PSLV is designed and developed at Vikram Sarabhai Space Centre (VSSC), Thiruvananthapuram and Kerala. The inertial systems are developed by ISRO Inertial Systems Unit (IISU) at Thiruvananthapuram. The liquid propulsion stages for the second and fourth stages of PSLV as well as the reaction control systems are developed by the Liquid Propulsion Systems Centre (LPSC), also at Thiruvananthapuram. The solid propellant motors are processed by Satish Dhawan Space Centre SHAR, which also carries out launch operations. After some delays, the PSLV had its first launch on 20 September 1993. Although all main engines performed as expected, an altitude control problem was reported in the second and third stages. After this initial setback, ISRO met complete success with the third developmental launch in 1996. Further successful launches followed in 1997, 1999, and 2001. PSLV continues to be the work horse of Indian satellite launches, especially for LEO satellites and the Chandrayaan Projects. It has undergone several improvements with each subsequent version, especially those involving thrust, efficiency as well as weight. ORBIT ïÆ'ËœAn orbit is a regular, repeating path that an object in space takes around another one. ïÆ'ËœAn object in an orbit is called a satellite. A satellite can be natural, like the moon, or human -made. ïÆ'ËœIn our solar system, the Earth orbits the Sun, as do the other eight planets. ïÆ'ËœThey all travel on or near the orbital plane, an imaginary disk-shaped surface in space. ïÆ'Ëœ All of the orbits are circular or elliptical in their shape. In addition to the planets orbits. HOW A SATELLITE STAY IN THE ORBIT ïÆ'ËœThe forward motion of the satellite is its momentum. If the gravity of the earth is not acting on the satellite, the satellite would continue in one direction. ïÆ'ËœThe swinging of the satellite gives it its forward motion. ïÆ'Ëœ When these two forces are equal, the satellite remains in orbit, without falling into or flying away from the Earth. ïÆ'Ëœ A satellites forward motion is controlled by rockets. ïÆ'ËœWhen the rockets are not fired, inertia keeps the satellite going in one direction. HOW SATELLITES WORK ïÆ'ËœReceiving uplinked radio signals from earth satellite transmission stations (antennas). ïÆ'ËœAmplifying received radio signals ïÆ'ËœSorting the input signals and directing the output signals through input/output signal multiplexers to the proper downlink antennas for retransmission to earth satellite receiving stations (antennas). MERITS ïÆ'ËœIn communication. ïÆ'ËœFor military purposes. ïÆ'ËœFor weather broadcasting. ïÆ'ËœIn terrestrial application. ïÆ'ËœSatellite Services. †¢Satellite internet access †¢Satellite phone †¢Satellite radio †¢Satellite television †¢Satellite navigation DE-MERITS ïÆ'ËœLifetime of a satellite is limited. ïÆ'ËœOnce damaged it is difficult to repair. ïÆ'ËœEconomically costly. ïÆ'ËœA small damage in any part can destroy the whole satellite. CONCLUSION ïÆ'ËœNow a day’s satellite is a basic communication media. ïÆ'ËœAny information can be transmitting from one point to another with the help of satellite. ïÆ'ËœAll people are using satellites directly or indirectly. ïÆ'ËœWithout satellites the days cannot be imagined.

Essay --

The man to discover Alzheimer’s disease was Alois Alzheimer; he discovered it after a patient with an abnormal mental illness passed. Alzheimer’s, also known as AD, is named after Alois Alzheimer and is a continuing loss of brain function that affects thinking skills, such as forming or retrieving memories and judgment. I think that it took him so long to discover that it was a new disease because Alzheimer’s can be so subtle that only a drastic change in the view of the brain can show the outcome of the cells. This disease affects older people however it is not a normal part of aging. AD does not have a cure yet, scientists are however trying to find the root of the disease and control its destructive powers. Currently there is no cure for Alzheimer’s, scientists have also tried to increase the time for which the disease can fully take over the nerve cell connections, however that to cannot be achieved present-day, sometimes if the disease is caught early on it can be slowed down, but it is very rare. They are however developing treatments that may help with the symptoms. Out of about 7 billion people in the world, 300 million are American and the Alzheimer's Association states that, â€Å"More than 5 million Americans have Alzheimer's disease today† (Stone, â€Å"Genetics and Alzheimer's†). Alzheimer's disease is the source of the destruction or decline of brain cells or nerve cells. As a result of damaged nerve cells, the brain may have fewer bonds as compared to healthy brain cells. Amyloid plaques are outside the cell and are clusters of protein, Neurofibrillary tangles are proteins too, but they are inside the cell. It has not been confirmed on whether or not these protein clumps have any effect on Alzheimer’s or not, but they are ... ...e destructive as she aged. It advanced to the point of not remembering her grandchildren, or even sometimes her children. She seemed to be stuck in time, for example, the only person she could really remember was her husband who passed about 14 years ago, everyday she waited for this man that was never going to come back. I thought that it was unusual because she had only had it for 8 years so I didn’t understand how she couldn’t remember anybody before that. I wanted to be able to comprehend what was happening in her mind. Alzheimer’s affects the minds ability to function, and only worsens over time, to the point were you have to be cared for hourly. While there is not a cure for it, an interest by scientists sparks the desire to find one. The topic appealed to me because while it seems that Alzheimer’s doesn’t have much depth, it is actually a very complicated.

Indian Consumer Behavior

CONSUMER LIFESTYLES IN INDIA (NOVEMBER 2004) 1. INTRODUCTION This report analyses consumer lifestyles in India and forms part of a 52-country series that complements the Euro monitor Consumer Lifestyles Database. Each country profile is structured under the following sub-headings: †¢ Population †¢ Consumer segmentation †¢ Regional development †¢ Home ownership †¢ Household profiles †¢ Labour †¢ Income †¢ Consumer and family expenditure †¢ Health †¢ Education †¢ Eating habits †¢ Drinking habits †¢ Shopping †¢ Personal grooming †¢ Fashion †¢ Leisure †¢ Savings †¢ Media †¢ Communications Transport †¢ Tourism The information in this report was gathered from a wide range of sources, starting with the national statistical agencies. This information was cross-checked for consistency, probability and mathematical accuracy. Secondly, we sought to fill in the gaps in the official National statis tical offices by using private sector surveys and official pan-regional and global sources. Furthermore, Euromonitor has carried out an extensive amount of modelling in order to come up with interesting data sets to complement the national standards available. The wide range of sources used in the compilation of this report means that there are occasionally discrepancies in the data which we were not able to reconcile in every instance. Even when the data is produced by the same national statistical office on a specific parameter, like the total population in a particular year, discrepancies can occur depending on whether it was derived from a survey, a national census or a projection and whether the data are mid-year or January. For slow trends, data are presented for 1990, 1995 and 2000-2003. Where it is interesting to look at projections, the data encompasses 1990, 1995, 2000, 2005, 2010 and 2015. Fast-moving trends such as communications are illustrated with data sets relating to 1990, 1995, 2000-2005, 2010 and 2015. Consumer goods data cover the period 1998-2003. 2. POPULATION 2. 1 Population by Age 700 million Indians are under the age of 35, making India one of the youngest nations in the world. The population of youth is almost equally divided between men and women, and in terms of numbers is more than the population of Latin America and the Caribbean put together. The changing demographics can be attributed to a slowdown in birth rate during the 1990s as well as rising levels of diseases amongst the 30+ age group. The biggest attraction for international players is perhaps the sheer numbers that provide them turnovers that corporates dream of. The 5-9 year-age group was the largest in 2004 though growth rates have been dropping over the review period. By the end of the forecast period though, the 15-19 year-age group is expected to be the largest in a digression from the historical trend indicating that the country will age slowly. In absolute terms, 10-14 year olds, 15-19 year olds and 20-24 year olds grew by approximately 25% since 1990. The changing demographics has been due to the high levels of birth rate in the last decade resulting in a population that attained these age levels post 2000. The population above 70 years of age will more than have doubled over the 1990-2015 period. 97% growth is expected amongst the 80+ group over the 2000-2015 period. Migration to other countries, better healthcare and a slowdown in birth rate are expected to contribute to some of these trends. The median age of the population is rising, albeit extremely slowly. Death rates are dropping gradually with improved access to healthcare but it is also accompanied by rather high levels of birth rate. According to an Oxford University Press publication by Tim Dyson, Robert Cassen and Leela Visaria by 2015, shifts are expected. The median age would rise to 31 from the current 24, and the proportion of 60+ would rise from 7% to 11%. Table 1 Population by Age: 1990-2015 ‘000 1990 1995 2000 2005 2010 2015 0-4 yrs 114,799 119,235 120,974 117,342 116,462 116,324 5-9 yrs 102,289 110,845 115,921 118,296 115,260 114,758 10-14 yrs 89,781 100,560 109,302 114,583 117,137 114,226 15-19 yrs 85,268 88,870 99,696 08,541 113,937 116,575 20-24 yrs 77,264 84,180 87,878 98,790 107,722 113,188 25-29 yrs 68,307 76,098 83,001 86,771 97,607 106,430 30-34 yrs 59,422 67,262 74,926 81,753 85,361 95,802 35-39 yrs 49,661 58,435 66,152 73,656 80,244 83,504 40-44 yrs 41,157 48,632 57,281 64,854 72,146 78,395 45-49 yrs 35,384 39,977 47,346 55,842 63,253 70,294 50-54 yrs 31,1 25 33,892 38,442 45,667 53,980 61,191 55-59 yrs 26,547 29,144 31,917 36,391 43,422 51,469 60-64 yrs 21,023 23,942 26,496 29,242 33,590 40,300 65-69 yrs 15,507 17,879 20,598 23,047 25,711 29,807 70-74 yrs 10,547 12,112 14,196 16,614 18,870 21,331 75-79 yrs 6,274 7,213 8,471 10,146 12,127 4,023 80+ yrs 3,678 4,497 5,951 7,536 9,431 11,708 TOTAL 838,033 922,775 1,008,549 1,089,072 1,166,258 1,239,325 Median age of 21. 68 22. 45 23. 28 24. 31 25. 62 27. 05 population (Years) Death rates (per ‘000 10. 63 9. 49 8. 67 8. 07 7. 66 7. 49 inhabitants) Source: UN, Euromonitor Note: As at 1 January Table 2 Population by Age (% Analysis): 1990-2015 % of total population 1990 1995 2000 2005 2010 2015 0-4 yrs 13. 70 12. 92 11. 99 10. 77 9. 99 9. 39 5-9 yrs 12. 21 12. 01 11. 49 10. 86 9. 88 9. 26 10-14 yrs 10. 71 10. 90 10. 84 10. 52 10. 04 9. 22 15-19 yrs 10. 17 9. 63 9. 89 9. 97 9. 77 9. 41 20-24 yrs 9. 22 9. 12 8. 71 9. 07 9. 4 9. 13 25-29 yrs 8. 15 8. 25 8. 23 7. 97 8. 37 8. 59 30-34 yrs 7. 09 7. 29 7. 43 7. 51 7. 32 7. 73 35-39 yrs 5. 93 6. 33 6. 56 6. 76 6. 88 6. 74 40-44 yrs 4. 91 5. 27 5. 68 5. 95 6. 19 6. 33 45-49 yrs 4. 22 4. 33 4. 69 5. 13 5. 42 5. 67 50-54 yrs 3. 71 3. 67 3. 81 4. 19 4. 63 4. 94 55-59 yrs 3. 17 3. 16 3. 16 3. 34 3. 72 4. 15 60-64 yrs 2. 51 2. 59 2. 63 2. 69 2. 88 3. 25 65-69 yrs 1. 85 1. 94 2. 04 2. 12 2. 20 2. 41 70-74 yrs 1. 26 1. 31 1. 41 1. 53 1. 62 1. 72 75-79 yrs 0. 75 0. 78 0. 84 0. 93 1. 04 1. 13 80+ yrs 0. 44 0. 49 0. 59 0. 69 0. 81 0. 94 TOTAL 100. 00 100. 00 100. 00 100. 00 100. 00 100. 00 Source: UN, Euromonitor Note: As at 1 January Table 3 Population by Age (Growth): 1990/2015, 2000/2015 % growth 1990/2015 2000/2015 0-4 yrs 1. 33 -3. 84 5-9 yrs 12. 19 -1. 00 10-14 yrs 27. 23 4. 51 15-19 yrs 36. 72 16. 93 20-24 yrs 46. 50 28. 80 25-29 yrs 55. 81 28. 23 30-34 yrs 61. 22 27. 86 35-39 yrs 68. 15 26. 23 40-44 yrs 90. 48 36. 86 45-49 yrs 98. 66 48. 47 50-54 yrs 96. 60 59. 18 55-59 yrs 93. 88 61. 26 60-64 yrs 91. 69 52. 10 65-69 yrs 92. 21 44. 71 70-74 yrs 102. 24 50. 26 75-79 yrs 123. 51 65. 54 80+ yrs 218. 34 96. 76 TOTAL 47. 89 22. 88 Median age of population 24. 76 16. 19 Death rates -29. 52 -13. 55 Source: UN, Euromonitor Note: As at 1 January 2. Male Population by Age Males constitute 52% of the population. Half are under the age of 29 and are looking for earning opportunities. Though liberalisation and the recent NDA (National Democratic Alliance) government headed by ex-prime minister Shri Vajpayee did much to invest in infrastructure and create jobs, much of this has apparently not perco lated down to the lowest income classes if election results in mid-2004 (when the incumbent government was unceremoniously and unexpectedly voted out) are anything to go by. Not surprisingly, the 5-9 year-age group is again the largest segment, representing almost 11% of the total population. In relative terms, this segment has been stagnant since 1990 and has declined marginally since 2000. Due to a larger base, 15-19 year olds will constitute the largest segment by 2015 despite higher growth by other groups. In keeping with general demographic trends, the population below the age of 20 years grew the maximum over the review period. Dropping mortality rates and better healthcare has increased this population group. The median age of the male population in India is approximately the same as the overall median age of the population. It was 22 in 2000 and stands at a little more than 24 years in 2003. Much of India is a male dominated society, and even in urban areas, women are shouldering more and more household running responsibilities. On a lighter note, urban men are more conscious of their looks be it clothing or even actual physical features. One would find many highlighting their hair or even exploring a manicure or a facial massage in big metro cities such as Mumbai or Delhi. The latest corporate entrant to the beauty services business under the name of Kaya Skin Clinics caters to both men and women with clinics even in Dubai. This is a Marico India Limited promoted venture. There is an entire new category of urban men – â€Å"the meterosexual male† that is as demanding about clothes, footwear, music and even grooming aids or beauty treatments as women. In burgeoning malls, men are spending as much or even more as women due to greater financial independence in relative terms and the freedom to spend money on items of desire or personal use. The youth desire items such as cell phones, PDAs and other electronic gizmos. Footwear is another item high in purchase priority. Whether it is body piercing or permanent tattoos, it is all about making a statement. Fitness and sports-related equipment also catches their fancy. The coming decade from 2004 to 2013 will see growth in the 30-55 age bracket by 2%. This will translate into significantly increased demand for items such as travel and leisure, home and household items, lifestyle accessories and even alcoholic drinks. Table 4 Male Population by Age: 1990-2015 ‘000 1990 1995 2000 2005 2010 2015 0-4 yrs 59,160 61,431 62,314 60,391 59,897 59,773 5-9 yrs 53,002 57,354 59,926 61,095 59,437 59,106 10-14 yrs 46,682 52,240 56,672 59,329 60,571 58,960 15-19 yrs 44,611 46,274 51,849 56,325 59,034 60,314 20-24 yrs 40,457 44,130 45,829 51,433 55,942 58,675 25-29 yrs 35,848 39,901 43,545 45,268 50,814 55,247 0-34 yrs 31,216 35,289 39,246 42,842 44,475 49,798 35-39 yrs 25,991 30,655 34,636 38,494 41,955 43,397 40-44 yrs 21,137 25,386 29,959 33,846 37,579 40,840 45-49 yrs 17,895 20,428 24,595 29,063 32,849 36,427 50-54 yrs 15,631 17,003 19,497 23,552 27,898 31,550 55-59 yrs 13,346 14,462 15,831 18,258 22,165 26,325 60-64 yrs 10,533 11,826 12,925 14,266 16,58 8 20,254 65-69 yrs 7,660 8,753 9,948 10,992 12,271 14,405 70-74 yrs 5,127 5,833 6,779 7,820 8,771 9,917 75-79 yrs 3,008 3,398 3,956 4,692 5,527 6,303 80+ yrs 1,756 2,094 2,684 3,338 4,129 5,050 TOTAL 433,062 476,458 520,192 561,005 599,902 636,341 Males as % of total 51. 68 51. 63 51. 8 51. 51 51. 44 51. 35 population Source: UN, Euromonitor Note: As at 1 January Table 5 Male Population by Age (% Analysis): 1990-2015 % of male population 1990 1995 2000 2005 2010 2015 0-4 yrs 13. 66 12. 89 11. 98 10. 76 9. 98 9. 39 5-9 yrs 12. 24 12. 04 11. 52 10. 89 9. 91 9. 29 10-14 yrs 10. 78 10. 96 10. 89 10. 58 10. 10 9. 27 15-19 yrs 10. 30 9. 71 9. 97 10. 04 9. 84 9. 48 20-24 yrs 9. 34 9. 26 8. 81 9. 17 9. 33 9. 22 25-29 yrs 8. 28 8. 37 8. 37 8. 07 8. 47 8. 68 30-34 yrs 7. 21 7. 41 7. 54 7. 64 7. 41 7. 83 35-39 yrs 6. 00 6. 43 6. 66 6. 86 6. 99 6. 82 40-44 yrs 4. 88 5. 33 5. 76 6. 03 6. 26 6. 42 45-49 yrs 4. 13 4. 29 4. 73 5. 8 5. 48 5. 72 50-54 yrs 3. 61 3. 57 3. 75 4. 20 4. 65 4. 96 55-59 yrs 3. 08 3. 04 3. 04 3. 25 3. 69 4. 14 60-64 yrs 2. 43 2. 48 2. 48 2. 54 2. 77 3. 18 65-69 yrs 1. 77 1. 84 1. 91 1. 96 2. 05 2. 26 70-74 yrs 1. 18 1. 22 1. 30 1. 39 1. 46 1. 56 75-79 yrs 0. 69 0. 71 0. 76 0. 84 0. 92 0. 99 80+ yrs 0. 41 0. 44 0. 52 0. 60 0. 69 0. 79 TOTAL 100. 00 100. 00 100. 00 100. 00 100. 00 100. 00 Source: UN, Euromonitor Note: As at 1 January Table 6 Male Population by Age (Growth): 1990/2015, 2000/2015 % growth 1990/2015 2000/2015 0-4 yrs 1. 04 -4. 08 5-9 yrs 11. 52 -1. 37 10-14 yrs 26. 30 4. 04 15-19 yrs 35. 20 16. 33 20-24 yrs 45. 03 28. 03 5-29 yrs 54. 12 26. 87 30-34 yrs 59. 53 26. 89 35-39 yrs 66. 97 25. 29 40-44 yrs 93. 22 36. 32 45-49 yrs 103. 56 48. 11 50-54 yrs 101. 84 61. 82 55-59 yrs 97. 25 66. 28 60-64 yrs 92. 29 56. 70 65-69 yrs 88. 04 44. 81 70-74 yrs 93. 41 46. 28 75-79 yrs 109. 53 59. 33 80+ yrs 187. 55 88. 16 TOTAL 46. 94 22. 33 Source: UN, Euromonitor Note: As at 1 January 2. 3 Female Population by Age 58% of the Indian female population is bel ow the age of 29. Of this 45% are over the age of 15 years. Female population proportion is likely to go up in the next decade following stringent official norms for sex determination and abortion of the female foetus. The current sex ratio stands at 933 females per 1,000 males as per the last census. Considering the decline in sex ratio from the previous census in 1991, female infanticide is still rampant not only in certain backward rural areas but also in a new form using modern technology in urban areas. Women in urban India have come a long way since the expectations their mothers or probably grandmothers had to live up to. In the 1960s and 1970s, it was a rarity to see working women. It went without saying that female members of the household handled household running responsibilities. Few would be seen dressed in anything but a sari, the national dress. Smoking and drinking were strict no-nos. Even going to the beauty parlour was considered highly emancipated! Cooking was always at home and done by women. Sacrificing personal wants and compromise were desirable attributes. The scenario dramatically changed in the 1990s with India’s entry onto the world beauty scene. Suddenly, every woman wanted to look good or do something that made a difference to her or to someone else. The salwar-kameez is almost a universal dress code. Originally, a North Indian attire, it caught the imagination of women from every region for its convenience and comfort. Young women are much surer of what they want and how to get it. Domestic duties such as cooking are minimised or taken care of in other ways. They would much rather work or do something that they would much rather be doing. Western-style dressing consisting of pants and a shirt is much more common even in workplaces. Social drinking is largely acceptable though still not desirable. On the other hand smoking is still a no-no notwithstanding the rise in number of working women who smoke in public. More and more women today have access to some means of income be it small or large amounts and even take investment decisions or play a significant role in the decision making. Today, one can see a mix of all kinds of women ranging from the traditional conservative to the ultra modern sophisticate. Even the traditional conservative is surprisingly quite progressive in emotional matters pertaining to education or even careers. While women are now increasingly comfortable with their bodies and do not mind even flaunting it, they still would prefer striking a balance between home and work. With more and more women earning their own money, they are now almost equally positioned as bread earners in families. Most men find it difficult to deal with this situation since money and the way it must be spent (larger sums that probably go beyond household expenses) is still considered a male domain. But there is an increasing segment that is now taking investment decisions as well. The stock market boom in 2003 attracted large numbers of housewives who got into the act of trading shares, earning just that little bit extra irrespective of their socioeconomic status or educational background. The attitude towards motherhood is changing. It is now more a matter of choice than chance. Young urban educated women are taking parenting much more seriously. Previously, the first child was born at an average age of 25, today in some parts it is 32 years. Women-on-vacation is another phenomenon slowly becoming visible at railway platforms, airport lounges and even gravelled roads. Single, married, divorced or bereaved and aged anywhere from 16-70 years, women are on the move. As the population ages and more working women constitute the Indian population, there will be a demand for items of personal use and anti-ageing products and services. The number of women smoking or drinking is also on the rise. Earlier considered taboo, rising pressures professionally and personally have only contributed to this changing paradigm. Table 7 Female Population by Age: 1990-2015 ‘000 1990 1995 2000 2005 2010 2015 0-4 yrs 55,639 57,805 58,660 56,951 56,565 56,552 5-9 yrs 49,287 53,491 55,994 57,201 55,823 55,652 10-14 yrs 43,098 48,320 52,630 55,254 56,565 55,266 15-19 yrs 40,657 42,596 47,848 52,217 54,903 56,261 20-24 yrs 36,806 40,050 42,049 47,357 51,781 54,513 25-29 yrs 32,460 36,197 39,456 41,504 46,793 51,183 30-34 yrs 28,206 31,972 35,680 38,912 0,886 46,004 35-39 yrs 23,671 27,780 31,516 35,163 38,289 40,106 40-44 yrs 20,020 23,247 27,322 31,008 34,567 37,555 45-49 yrs 17,489 19,549 22,752 26,779 30,404 33,867 50-54 yrs 15,493 16,890 18,945 22,115 26,082 29,640 55-59 yrs 13,200 14,683 16,086 18,133 21,257 25,144 60-64 yrs 10,490 12,116 13,571 14,976 17,001 20,046 65-69 yrs 7,847 9,126 10,651 12,054 13,439 15,402 70-74 yrs 5,420 6,278 7,417 8,794 10,099 11,414 75-79 yrs 3,266 3,815 4,515 5,453 6,600 7,720 80+ yrs 1,922 2,403 3,267 4,198 5,302 6,658 TOTAL 404,970 446,317 488,357 528,067 566,356 602,984 Females as % of total 48. 32 48. 37 48. 42 8. 49 48. 56 48. 65 population Source: UN, Euromonitor Note: As at 1 January Table 8 Female Population by Age (% Analysis): 1990-2015 % of female population 1990 1995 2000 2005 2010 2015 0-4 yrs 13. 74 12. 95 12. 01 10. 78 9. 99 9. 38 5-9 yrs 12. 17 11. 99 11. 47 10. 83 9. 86 9. 23 10-14 yrs 10. 64 10. 83 10. 78 10. 46 9. 99 9. 17 15-19 yrs 10. 04 9. 54 9. 80 9. 89 9. 69 9. 33 20-24 yrs 9. 09 8. 97 8. 61 8. 97 9. 14 9. 04 25-29 yrs 8. 02 8. 11 8. 08 7. 86 8. 26 8. 49 30-34 yrs 6. 96 7. 16 7. 31 7. 37 7. 22 7. 63 35-39 yrs 5. 85 6. 22 6. 45 6. 66 6. 76 6. 65 40-44 yrs 4. 94 5. 21 5. 59 5. 87 6. 10 6. 23 5-49 yrs 4. 32 4. 38 4. 66 5. 07 5. 37 5. 62 50-54 yrs 3. 83 3. 78 3. 88 4. 19 4. 61 4. 92 55-59 yrs 3. 26 3. 29 3. 29 3. 43 3. 75 4. 17 60-64 yrs 2. 59 2. 71 2. 78 2. 84 3. 00 3. 32 65-69 yrs 1. 94 2. 04 2. 18 2. 28 2. 37 2. 55 70-74 yrs 1. 34 1. 41 1. 52 1. 67 1. 78 1. 89 75-79 yrs 0. 81 0. 85 0. 92 1. 03 1. 17 1. 28 80+ yrs 0. 47 0. 54 0. 67 0. 80 0. 94 1. 10 TOTAL 100. 00 100. 00 100. 00 100. 00 100. 00 100. 00 Source: UN, Euromonitor Note: As at 1 January Table 9 Female Population by Age (Growth): 1990/2015, 2000/2015 % growth 1990/2015 2000/2015 0-4 yrs 1. 64 -3. 59 5-9 yrs 12. 91 -0. 61 10-14 yrs 8. 23 5. 01 15-19 yrs 38. 38 17. 58 20-24 yrs 48. 11 29. 64 25-29 yrs 57. 68 29. 72 30-34 yrs 63. 10 28. 94 35-39 yrs 69. 43 27. 26 40-44 yrs 87. 59 37. 45 45-49 yrs 93. 65 48. 86 50-54 yrs 91. 31 56. 45 55-59 yrs 90. 48 56. 32 60-64 yrs 91. 10 47. 72 65-69 yrs 96. 28 44. 61 70-74 yrs 110. 60 53. 89 75-79 yrs 136. 38 70. 98 80+ yrs 246. 49 103. 82 TOTAL 48. 90 23. 47 Source: UN, Euromonitor Note: As at 1 January 2. 4 Fertility and Birth Fertility rates in India fell to 2. 9 in 2003. The decline can be attributed to the rise in mean age at ma rriage and the postponement of the child-bearing decision. The average age of Indian women at child birth rose to 28 years in 2003. In some urban areas and metro cities it could well be early 30s. As women seek higher educational and professional achievements, urban families are postponing having children. In many cases, one of the reasons cited is that they would like to know their spouses better before giving rise to a social responsibility. Amongst celebrities such as personalities from the film industry as well as fashion, adoption is being increasingly accepted. These are usually highly successful, financially independent women who cannot or do not find the need for a spouse to raise children. Men still take a back seat where adoption is concerned. A complete change in the way earning opportunities present themselves in an increasingly open economy and the transient nature of jobs, values and money have made Indians seek personal confidence and stability before committing themselves further. Birth control has received total government support irrespective of the political party in power. However, a large number of women may not be able to afford birth control even if they wish to do so. Large numbers of couples want to space or limit births but they are not using any method of contraception. According to official sources, a nationwide survey it undertook showed that approximately 16% of couples or about 30 million couples have an unmet need for contraception. High fertility is one important factor affecting the reproductive health of women. One out of every 75 women of reproductive age dies from child birth-related causes. Other reproductive health indicators also reflect a generally poor health status. Only 15% of mothers receive complete antenatal care, and only 58% receive any iron/folate tablets or syrup. Only 34% of deliveries take place in facilities, and, at best, 42% are assisted by a health professional. Though there are official government norms for promoting two children families, there are many holding public positions that have three or four or even more children. It is therefore difficult for lawmakers who themselves go against government policies to implement them with complete resolution. There is a wide disparity in the population growth rates amongst various states. Southern states have achieved a greater measure of success in almost stabilising their birth rate growth due to a higher level of education and literacy in general. On the other hand, Northern states such as Uttar Pradesh, Rajasthan and Bihar represent a dismal picture. There is an unmet need for family planning in these states and about 25% of it is in Uttar Pradesh (UP) state. Is it a boy or a girl? The legacy of a declining sex ratio in the history of the Census of India took a new turn with the widespread use of new reproductive technologies (NRTs) in urban areas. NRTs are based on the principles of selection of the desirable and rejection of the unwanted. In India, the desirable is the baby boy and the unwanted is the baby girl. The result is obvious; the Census of 2001 revealed that with a sex ratio of 933 women for every 1,000 men, India had a deficit of 3. million women when it entered the new millennium. To stop the abuse of advanced scientific techniques for selective elimination of female foetuses through sex -determination, the government of India passed the Pre-natal Diagnostic Techniques (PNDT) Act in 1994. But techno-docs based in the metropolises and other urban centres, and parents desirous of begetting only sons, have subverted it. Outreach to the most vulnerable elements of the population is very limited, and the quality of services, in general, is poor. Additional constraints exist in the delivery of services. For family planning, the choice of methods is often limited and sterilisation remains the method of choice. Other approaches, including delaying the age of marriage and first pregnancies, and encouraging longer birth intervals, present major social and policy challenges. Religious and medical barriers exist in some areas, as do cultural issues associated with the preference for boys and denial of opportunities for girls and women. However, both the private and the public sector are taking substantial initiatives in the area of healthcare and there have been some improvements. Fertility rates fell by 23% over the 1990-2003 period though there was a slight increase in 2002. Some studies have shown that the increase was due to natural calamities in 2001 and 2002 accompanied by civil disturbances when citizens were mostly confined to their homes and had limited entertainment options. The fertility rate fell the following year by nearly 4% in 2003 over 2002 in keeping with the trend over the last decade. Table 10 Fertility and Birth: 1990/1995, 2000-2003 1990 1995 2000 2001 2002 2003 Average age of women at 20. 40 24. 20 26. 70 27. 20 27. 80 28. 33 hildbirth (years) Birth rates (per ‘000 30. 07 27. 45 24. 90 24. 37 23. 78 23. 40 inhabitants) Fertility rates 3. 80 3. 48 3. 06 2. 99 3. 02 2. 91 (children born per female) Source: National statistical offices, Council of Europe, UN, CIA World Factbook, Euromonitor Table 11 Fertility and Birth (Growth): 1990/2003, 2002/2003 % growth 1990/2003 2002/2003 Average age of women at childbirth 38. 87 1. 91 Birth rat es -22. 18 -1. 60 Fertility rates -23. 42 -3. 64 Source: National statistical offices, Council of Europe, UN, CIA World Factbook, Euromonitor 2. 5 Population by Marital Status There are only two dominant types of population by marital status in India – married or single. Married Married couples form more than half the population in India. Marriage is a sacred institution accompanied and governed by numerous social and religious customs and sanctions. Elders in the family normally arrange marriages in most of India and even with changing social fabric, parental acceptance and blessings are important. The result is a blend of the old and the new where brides/bridegrooms-to-be actually meet or see each other before the marriage and are allowed to exercise their choices. Marriage and child rearing is an accepted way of life and youngsters between the ages of 18 and 30 do look forward to settling down and getting married. An unmarried individual would stand out in the predominantly middle-class Indian society. However, acceptance of this is also increasing. There are a number of young adults, usually successful in their own lives, who choose not to get married or are unable to get married. Cracks and strains have started showing in a number of marriages due to postponement of the marriage decision, new income earning opportunities, changing lifestyles, new technologies and a sea change in attitudes and spirations in urban India. Hence, married families in 2003 grew at a slower rate than divorced or single families at only 1. 4%. Divorce Divorce is a little uncommon but is growing in incidence with young couples not willing to compromise or spend time on making a relationship successful. Interestingly, it is couples who knew each other before marriage that are seeing a rise in divorce rather than â€Å"arranged† family affairs that are part of Indian convention. There are instances of certain communities that are using technology (SMSs – Short Messaging System) to divorce their spouses by sending the message â€Å"divorce† thrice! The number of divorce cases filed in some cities reaches as high as 17,000 cases in Kolkata city with Pune having the least at 2,000. Some 9,000 cases are filed each year in Mumbai city alone. Widowers Widowers form a small 5% of Indian society that predominantly consists of youth. Rising longevity, increasing age at marriage and even social reform with respect to â€Å"child widows†, â€Å"child marriages† and â€Å"widow remarriage† have contained the growth of this category of the population. There are not too many widows/widowers in urban areas and even these generally stay with their families as in their sons or daughters. In certain rural areas, with lack of healthcare and awareness of a number of health conditions, widowers could form a slightly larger population segment. Co-habitation Co-habitation is still not viewed with much respect in a society steeped in tradition. In the Western state of Gujarat there is actually a quasi-legal arrangement called â€Å"Maitri Karar† that stipulates the responsibilities of a contract â€Å"friendship†. However, there are a growing number of homosexuals –both men and women, who have come out of the closet and are finding some acceptance. There are at least five lesbian groups in the country which are striving to provide dignity to this section of the populace. There is a large number who is probably not even aware of their preferences and go through much turmoil in the process. Yet, permissiveness is at an all-time high. 27% of the population in Bangalore; Chennai 28%; Delhi 22%t; Hyderabad 20%; Kolkata 32%; Mumbai 24% feel that both partners should be free to have extramarital sex with the spouse's consent. Delhiites are most likely to have done it at a younger age than their counterparts in other cities. Hyderabadis and Mumbaikars show the maximum inclination to infidelity. Adultery is going middle-class, to small-town India, going commonplace, even going boring. Dangerous liaisons used to be for the aristos and the plebs. Those in between, the middle classes, were tethered by moral chastity belts – only their fantasies could roam freely. Or it was all within the family, the extramarital dalliances, that is. The scarlet letter is now fading fast: stigma is getting passe and guilt for an increasing number is no more than a twitch. New technology is an important factor encouraging the phenomenon. Internet and mushrooming cyber cafes have helped, as have mobile phones and SMS facilities. Middle-class India is having a great time and most Westerners are shocked at the change. Table 12 Population by Marital Status: 1990/1995, 2000-2003 ‘000 1990 1995 2000 2001 2002 2003 Married 471,829 494,405 516,978 524,708 532,254 539,637 Divorced 3,093 5,010 8,059 8,214 8,365 8,510 Widowed 52,532 56,663 53,373 54,144 54,895 55,629 Single & other/unknown 310,578 366,696 430,138 438,100 445,958 453,729 TOTAL 838,033 922,775 1,008,549 1,025,166 1,041,471 1,057,505 Average age of women at 19. 00 22. 90 25. 50 25. 90 26. 50 26. 97 first marriage (years) Source: National statistical offices, Council of Europe, UN, Euromonitor Note: As at 1 January Table 13 Population by Marital Status (% Analysis): 1990/1995, 2000-2003 % of total population 1990 1995 2000 2001 2002 2003 Married 56. 30 53. 58 51. 26 51. 18 51. 11 51. 03 Divorced 0. 37 0. 54 0. 80 0. 80 0. 80 0. 80 Widowed 6. 27 6. 14 5. 29 5. 28 5. 27 5. 26 Single & other/unknown 37. 06 39. 74 42. 65 42. 73 42. 82 42. 91 TOTAL 100. 00 100. 00 100. 00 100. 00 100. 00 100. 00 Source: National statistical offices, Council of Europe, UN, Euromonitor Note: As at 1 January Table 14 Population by Marital Status (Growth): 1990/2003, 2000/2003 growth 1990/2003 2000/2003 Married 14. 37 4. 38 Divorced 175. 1 5. 59 Widowed 5. 9 4. 23 Single & other/unknown 46. 09 5. 48 TOTAL 26. 19 4. 85 Average age of women at first marriage 41. 93 5. 75 Source: National statistical offices, Council of Europe, UN, Euromonitor Note: As at 1 January 2. 6 Population by Educational Attainment Indians place a lot of importance on higher education as is evident from the number of graduates as well as the number of Indians doing extremely well in other parts of the world. Despite huge odds, the literacy rate now stands at more than 65% for the country as a whole. In terms of numbers, most of the population has some form of primary education. Kerala is the only state that has 100% literacy. Public expenditure on education now stands at 4% of GDP, well below the Kothari Commission recommendation of 6% way back in 1968. The private sector is now taking increasing initiatives in primary level education after having participated in a mixed fashion in the form of self-financed colleges and institutions of higher learning. This is one of the factors for higher growth in the level of education attainment at higher levels as compared to primary education. There are about 888,000 educational institutions in the country with an enrolment of about 179 million. Elementary Education System in India is the second largest in the World with 149 million children of 6-14 years enrolled and almost three million teachers. This is about 82% of the children in the age group. Compulsory education has been enforced in four States and Union Territories (UTs) at the primary stage of education while in eight States/UTs there is compulsory education covering the entire elementary stage of education. As many as 20 States/UTs have not introduced any measure of compulsion. Though education is in the concurrent list (ie both the Central and State governments are responsible for this social sector) of the Constitution, the State Governments play a very major role in the development of education particularly in the primary and the secondary education sectors. In order to facilitate donations including smaller amounts from India and abroad for implementing projects/programmes connected with the education sector, the Government constituted the â€Å"Bharat Shiksha Kosh† as a Society registered under the Society Registration Act, 1860. The Kosh was officially launched on 9 January 2003 during the celebration of Pravasi Bharatiya Diwas. The Kosh will receive donations/contributions/endowments, from individuals and corporate, Central and State Governments, non-resident Indians and people of Indian origin for various activities across all sectors of education. Table 15 Population by Educational Attainment: 1990/1995, 2000-2003 ‘000 1990 1995 2000 2001 2002 2003 Primary & no education 372,583 378,124 391,590 400,014 408,770 417,596 Secondary 79,103 121,874 163,622 167,434 171,221 175,064 Higher 79,478 92,137 107,140 109,858 112,464 115,123 TOTAL 531,164 592,134 662,352