Compositions Essay Example for Free

Compositions Essay My parents took me to Chidambaram on the occasion of the festival for Lord Nataraja. That festival occurs once in a year. The crowd was huge. It had come from all parts of India, and, in some cases, even from outside India. The crowd consisted of people from various states in India. It therefore, consisted of people from different walks of life. We saw people from Northern states of India, like, Uttar Pradesh, Rajastan, Delhi and many more. We also saw crowds from Great Britain and The United States of America. We found people talking in different languages. Some of the people found it difficult to make the local people of Chidambaram understand what they meant. So, they needed interpreters. As mentioned earlier, the crowd was not only huge, but consisted of citizens of various status and from various states. Some leader was delivering a speech. He did not belong to Tamil Nadu. Sometimes he would speak in broken language and then switch over to different language, which i too could not follow. The crowd was in no better position. So, there was commotion in the crowd because it could not understand what the speaker was talking about. When the crowd became restive, someone came on to the dias to do interpretation, but that did not also satisfy the crowd. Therefore, the speaker finished his speech and some one else came up the dias to deliver the speech. But, he too did not understand the local language well and there was a confusion again. This time the crowd became very restive and could not be controlled by the cops. When the situation appeared to be going out of control, the cops interfered and used water guns to disperse the crowd. When that too did not give the desired result, the cops naturally resorted to using bullets. The first fired in the air to terify the people. But, that did not yield the desired result. So they sprayed the crowd with actual bullets. This made the crowd retreat and some calm appeared to have descended on the crowd. So, this was a meeting which was well attended. But, it was attended by people from various states speaking different languages and having different life cultures. The speakers also did not do anything to pacify the crowd. As i said earlier, the crowd came from different states and spoke different languages, they could not understand what the speakers spoke, nor could others understand what they spoke.

Performance Analysis Of Election Algorithm Computer Science Essay

Performance Analysis Of Election Algorithm Computer Science Essay Distributed systems are the systems consisting of multiple processors that connect through a network to communicate. To manage the communication between different nodes and the exchange of data between them, a leader among them is required. In our project we implement the various Election algorithms for choosing the leader in Distributed Systems thus solving the coordinator election problem. We are also comparing the performance of each of these election algorithms. First we implemented the Election algorithms using the message passing interface(MPI). Then we measured and compared the performance of each of these election algorithms and simulated the results. Finally we modified the distributed leader election algorithm to suit the mobile ad-hoc networks. Key Words: Distributed Systems Election algorithms Unidirectional ring algorithm Lelanns algorithm Chang Roberts algorithm Bidirectional ring Leader election Mobile Adhoc Networks Introduction Distributed system It is a group of processors where the memory or a clock is not shared. Every processor has its own associated memory and the information is exchanged through communication networks. Distributed algorithm A distributed algorithm is an algorithm run on such a distributed system assuming the non-existence of central coordinator in these systems. So these algorithms require one process to act as a coordinator. There is no way to select one of them to be leader if all the processes are alike without different characteristics. One of the processes has to take this special responsibility, no matter which process takes it. This problem in which a leader has to be elected is termed as the coordinator election problem that is how to choose a process among the different processors to make it a central coordinator. Election algorithm An election algorithm is used to solve the coordinator election problem in these distributed systems. Any election algorithm must be a distributed algorithm by the nature of the coordinator election problem. The most important feature in election algorithm is it assumes every process has a Unique ID. It votes a process from among the different processors which can act as the initiator, sequencer and monitor in detecting and solving situations like Deadlock, Mutual Exclusion etc. Thus electing a leader process has become a major issue in wired and ad hoc networks. The goal of election algorithm is to see that when an election begins it ends with all processes by an agreement as who has to be the new coordinator. ELECTION ALGORITHM ON RINGS : A ring is formed by the processes in ring algorithm. In this each process sends only messages to the next process in the ring. It can be classified into two categories Unidirectional Bidirectional The messages are sent only in one direction in unidirectional and in both directions in Bidirectional ring algorithms. To compare the performance of these algorithms, the different criteria taken into consideration are Total number of messages passed Complexity of the messages used Time elapsed by the algorithm 2. Implementation Software We have used the message passing interface (MPI) for implementing our algorithms which are discussed below. It is a standard specification for communication through messages among different processes. It is independent of any language. It is used in parallel computing to write programs for group and point to point communication between nodes. We used the C language to implement the election algorithms. The MPIs routines are directly callable in C. The main MPI calls used in our program are MPI_Init: Before communicating, all instances of the code should call this so as to prepare the MPI implementation for the communications environment. MPI_Finalize: For exiting the communication, this is called by all the instances of the code. MPI_Comm_size: To learn about the number of processors which are using MPI environment to communicate, this routine is called. MPI_Comm_rank: Each of this process assigns an integer to the communicating process. MPI_Send: To send a message to another process, this is called. MPI_Recv: This call allows to receive a message from a process. 3. Unidirectional Ring Algorithms The ring algorithm consists of processes arranged in the form of a ring consisting of a token. The token is passed between processes and the process which has the ring can send a message. The election problem can be implemented using the ring algorithms Lelanns algorithm Chang Roberts algorithm 3.1 LeLanns algorithm In this we assume that all the processes are physically and logically ordered. In LeLanns algorithm whenever the coordinator is lost, the initiator sends a token to the other processes in the ring by adding its id. Nodes cannot initiate any messages once they receive the token. After circulating the token, if the process receives back its id then it is chosen to be the leader since it knows that others cannot become leaders as it knows all the ids of the other processes and it has the least id. The message complexity of LeLanns algorithm is O(N2). ALGORITHM: Step 1: begin Step 2: send the token to neighbours with id of current process as i Step 3: add current process id j and forward to neighbours Step 4: if process P receives back its id then Step 5: leader is P Step 6: else return null Step 7: end Message Complexity: Every initiator sends N messages. So the worst case time complexity is N2. The algorithm is implemented using MPI and the message complexity and time complexity given by the MPI program is No.of processes Messages Real time User time System time 5 25 1.195 0.025 0.023 10 100 1.292 0.027 0.024 15 225 1.446 0.030 0.027 20 400 1.551 0.034 0.030 25 625 1.654 0.036 0.030 Table 1: LeLanns algorithm 3.2 Chang Roberts algorithm This is similar to lelanns algorithm but with a little change. When a process receives a token with an id greater than the current process id, it drops that particular token as that process cannot be a leader . Hence it forwards the token with an id less that itself. In this way it saves time by discarding the unwanted messages. The worst case message complexity of Chang Roberts algorithm is O(N2) and the average case message complexity is O(N logN). ALGORITHM: Step 1 : send message with identifier = I to other processes Step 2 : if identifier J of current process > I then send the message to neighbours with identifier I Step 3 : else drop message with identifier I and send the message with identifier J to neighbours Step 4 : continue this process until a particular process receives back a message with its identifier. Step 5: if a process receives a message with its id then process= leader. Step 6: else return null Step 7:end Message Complexity: The best case time complexity is 2N-1. The process with largest id sends N messages and other N-1 processes send one message each. The algorithm is implemented using MPI and the message complexity and time complexity given by the MPI program is given in the table 2. No.of processes Messages Real time User time System time 5 9 1.189 0.024 0.023 10 19 1.299 0.027 0.024 15 29 1.412 0.029 0.026 20 39 1.531 0.033 0.028 25 49 1.650 0.036 0.031 Table 2:Robert Changs Best Case Algorithm The worst case time complexity is N(N+1)/2. The process with largest id sends N messages and other N-1 processes send messages from 1à ¢Ã¢â€š ¬Ã‚ ¦N-1. No.of processes Messages Real time User time System time 5 15 1.186 0.024 0.023 10 55 1.301 0.027 0.025 15 120 1.414 0.030 0.027 20 210 2.511 0.034 0.029 25 325 1.654 0.035 0.030 Table 3: Robert Changs Worst Case Algorithm 4. Bidirectional Ring Algorithms 4.1 Leader election algorithm for Bidirectional Ring In these bidirectional ring algorithm messages can be sent or exchanged in any direction. We have used the algorithm mentioned in [2] An improved upperbound for distributed election in bidirectional rings of processors. J.Van Leeumen and R.B Tan. Distributed Computing(1987)2:149-160 for implementing it with the MPI. The name (identifier) of a large processor is contained in the register ID which is maintained by the processor and a (Boolean) register DIR that has a direction on the ring in which there are processors that still have a smaller processor up for election. A smaller candidate which is still alive when the messages( the ones having the name of a Large candidate) are created, have them being sent out in its direction. Processors that begin a chase are known as active, and the left over processors are observant. To get rid of the smaller candidate and force agreement on the larger candidate is the main idea behind a chase. After the current active processors have begun the chase, the observant processors basically relay messages onwards unless they notice an unusual situation on the ring only. As the algorithm proceeds, there are two unusual situations that can arise at the location of an observant processor. They are (i) The processor receives a message of the current phase, say through its left link, that contains a value which is less than the current value in its ID register. The processor turns active, increments its phase number by 1, and initiates a chase with the value its current ID in the direction of the message that was received, i.e., out over its left link. (ii) Two messages of the same phase are received by the processor from opposite directions. The processor turns active, increments its phase number by 1, and initiates a chase with the largest value contained in the two messages in the direction of the smallest. As the algorithm proceeds, several active processors that can arise in a phase rapidly decreases, and at the end a single processor will be left precisely. This processor will be familiar that it receives two messages of the same phase from opposite directions that hold same values and is elected because either it receives a message of the current phase with a value exactly alike to the one it sent out (and stored in its ID register) or it receives two messages of the same phase from opposite directions that hold same values. ALGORITHM [2]: The algorithm describes the actions of an arbitrary processor on a bidirectional ring with half-duplex links as required for electing a leader 1) Initialization a) Let u be the executing processors identification number. Send message to both neighbors and phase number Pnum:=0; b) Wait for corresponding messages and to come in from two neighbors c) Compare u1 and u2 and set ID to max(u1,u2)and Dir to the min(u1,u2) and goto Active state else Observant state. 2) Election A processor performs in either active or observant state. a) Active A processor enters the active state with some value v stored in its ID register and a phase number p. The phase number p is either stored in Pnum or it is an update stored in temporary register. The phase number Pnum is incremented by 1 and a message is sent in Dir direction and goes to observant state. b) Observant In this state a processor receives messages and passes them on, unless an unusual situation is observed that enables it to initiate a new phase. Receive messages from one or both directions. Discard any message received with p less than Pnum. i) If the number of messages left are zero then go to observant state. ii) If the number of messages left is one then { Let the one message received be where necessarily p>=PNUM.} if p=PNUM then v = ID:goto inaugurate; v DIR:= direction from which the message was received; goto active state v > ID:begin goto observant else PNUM = p; ID =:v; DIR:=the direction in which the message was going Send message to direction DIR; goto observant iii) If the number of messages left is one then{Let the two messages received be and ,necessarily from opposite directions and with p>=PNUM} if v1=v2 Pnum := p; goto inaugurate else v1!=v2; ID:-=max(v1,v2); DIR:=the direction of min(v1,v2); goto active 3) Inauguration A transfer to this final phase occurs when the algorithm terminates and the ID register contains the identity of the unique leader. Message complexity: The message complexity of the bidirectional algorithm is 1.44NlogN + O(N). MPI is used implementing the algorithm. The Time and message complexity given by the MPI program is No.of processes Messages Real time User time System time 5 14 1.186 0.024 0.022 10 29 1.302 0.027 0.024 15 44 1.417 0.030 0.026 20 59 1.534 0.033 0.028 25 74 1.661 0.036 0.030 Table 4: Leader election algorithm for Bidirectional Ring 4.2 Leader election algorithm for Mobile Adhoc Networks A mobile ad hoc network is dynamic in nature. It is composed of a set of peer-to-peer nodes, that exchanges the information within the network through some wireless channels directly or through a series of such links. A node is independent to move around as there is no fixed final topology. The nodes move freely in a geographical area and are loosely bounded by the transmission range of these wireless channels. Within its transmission range, a mobile node communicates with a set of nodes thus implying all of them have to be in a network. These set of nodes are also known as the neighbors of the communicating node. The mobile nodes act as intermediary routers to direct the packets between the source and the destination nodes (i.e., the set of neighbors). A node is designated as a leader to coordinate the information that needs to be exchanged among nodes and to be in charge of their data requirements. The identification problem of a leader is termed as the leader election problem. Why do we need to select this leader? When the nodes are set out, they form an adhoc network between them within which the whole communication happens. If the topology of the network changes dynamically, a node may suspend its communication with the previous node, just like in distributed networks. So there has risen a need for a leader so that the maintenance of the network and the clock synchronization within it can be done. Also a new leader has to be chosen every time the members of the group are getting updated while communication is taking place. When the communicating nodes move freely and if they are not within the transmission range of each other, then the wireless network fails . Similarly the formation of wireless links happen only when the nodes which are separated and are too far and to communicate, move within the transmission range of one another. The network topology may change rapidly and unpredictably over time since the nodes are mobile. So developing efficient distributed algorithm for adhoc networks is a challenging work to be done. The largest identity node is chosen to be the leader using minimum wireless messages in this approach. A mobile ad hoc network can be considered as a static network with frequent link or node failures, which can be thought of as a mobile node of an adhoc network going out of reach. To cover all the nodes in the network we use the diameter concept. While distance is described as the shortest path between the nodes, diameter is defined as the longest distance between any two nodes in the network. The number of hops will be the taken for measuring the distance and the assumption is that the network becomes stable after a change happens during leader election process and there are only a limited number of changes in the network. A network having N nodes are considered here. Since the topological changes are considered during the leader election, this algorithm takes more than diameter rounds to terminate. If however, the topological changes are not considered diameter rounds are taken to elect the leader. We have used the algorithm mentioned in [3]An Efficient Leader Election Algorithm for Mobile Adhoc Networks Pradeep Parvathipuram1, Vijay Kumar1, and Gi-Chul Yang2 for implementing it with the MPI. Leader Election Each node propagates its unique identifier to its neighbors and a maximum identifier is elected as a leader in every round. This maximum identifier is propagated in the subsequent rounds. All the rounds need to be synchronized. idlist (i) identifies identifier list for node i, which consists of all the neighbors for node i. Lid(i) =max(idlist(i)) Termination At (rounds >= diameter), for each node i, If all identifiers in idlist are the same(i) the node i stops sending the maximum identifier further and chooses the maximum identifier in the idlist(i) as the leader. The algorithm gets terminated if for each node i the elements in idlist (for each node) are the same. The termination may not be at the final part of the diameter rounds, If all identifiers in the idlist as the leader. ALGORITHM [3]: Each node i in the network has two components a) idlist identifier list b) Lid(i) leader id of node i. 1) Each node say node i transmits its unique identifier in the first round and Lid(i) in the subsequent rounds to their neighbors and all these ids will be stored in idlist. Lid(i) = max (idlist(i)); 2) A unique leader is elected in diameter rounds, if there are no topological changes in the network. The algorithm is modified to incorporate topological changes in between the rounds and below is the description of how the algorithm is modified. Case 1: If a node has no outgoing links then lid(i) = i; Case 2: If a node leaves between the rounds, then the neighbors would know this. Suppose node i leaves the network after round r and let its neighbors be j and k. neighbors of i (i.e. j, k). 1) Delete (ilist, idlist(j k)) // delete ilist from idlist ilist contains the group of identifiers that node i has sent to its neighbors before round r along with i The ilist information is also deleted from all the neighbors of j and k if the ilist identifiers have been propagated in the previous rounds. This process continues until all the nodes in the network are covered. 2) Repeat while (round > = diameter), // Termination condition Compare all the identifiers present in idlist(i) for each node i. If all the identifiers in idlist(i) are equal, node i stops propagating its maximum identifier and elects the maximum identifier as the leader. Case 3: If a new node i joins the network in between the rounds say round r then the neighbors will update its idlist. 1) If neighbors of i say node j is the neighbor for node i. Add (i,idlist(j));The normal algorithm continues (the ids are propagated), nodes keep exchanging the information till diameter rounds. 2) Repeat while (round > = diameter),For all nodes in the network (node j) receives an identifier i at diameter round. IF i is greater than the maximum identifier node j has propagated in the previous round (diameter-1). a) Propagate node i to all the neighbors of j. b) Also propagate the node i information to all the neighbors of neighbors i until the whole network is covered, if the above condition satisfies. Else do not propagate the information to nodes in the network i) Compare all the identifiers present in idlist(i) If all the identifiers in idlist(i) are equal, node i stops propagating its maximum identifier and elects the maximum identifier as the leader. ii) All nodes in the network follow this process and a unique leader is elected connected component. The time taken for the algorithm to elect a leader will be O (diam + Άt) where Άt is the time taken for all the nodes to converge and Άt depends on the topology changes. Message complexity The message complexity of this algorithm depends on the number of rounds. In each round it sends 2N messages if we consider a ring topology as every node has 2 neighbors. So message complexity is 2N* No. of rounds. This algorithm is implemented using MPI and the message complexity and time complexity given by the MPI program is No.of processes Messages Real time User time System time 5 30 1.187 0.023 0.022 10 120 1.301 0.026 0.024 15 240 1.421 0.030 0.027 20 440 1.541 0.032 0.029 25 650 1.752 0.037 0.031 Table 5: Leader Election Algorithm for Mobile Adhoc Networks 5. Simulations Message Complexity with respect to number of processes Time No.of Messages Transferred Sno Algorithm N=5 N=10 N=15 N=20 N=25 N=5 N=10 N=15 N=20 N=25 1 LeLanns 1.195 1.292 1.446 1.551 1.654 25 100 225 400 625 2 Chang Roberts 1.189 1.299 1.412 1.531 1.65 9 19 29 39 49 3 Bidirectional Ring 1.186 1.302 1.417 1.534 1.661 14 29 44 59 74 4 MobileAdhoc 1.187 1.301 1.421 1.541 1.752 30 120 240 440 650The message and time complexity of each of these 4 algorithms for different number of processes is implemented in our programs and the results are as shown in table 6. All the above simulations are plotted on the graph so as to analyze the way different algorithms message complexity varies with the number of processes on which it executes. 6. Conclusions Table 6: Simulation ResultsComparing the results, we can conclude that the Lelanns algorithm is the most fundamental algorithm and requires large number of message exchanges among the four algorithms. Changs and Robert algorithm made considerable changes to Lelanns algorithm however in the worst case that algorithm also requires O(N2). For leader election in ring topology these are the two unidirectional algorithms that are to be considered. The bidirectional algorithm requires less messages than the worst case Changs and Roberts algorithm. It requires O(N logN) messages. It takes less time to discover the leader when compared to unidirectional algorithms since the messages are sent in both the directions. The final algorithm is put into effect for mobile adhoc networks and is run in many rounds. The messages complexity depends on number of rounds. It guarantees that there is only one leader at a time but however it handles the partition in the network and requires more number of messages .

The Solution Essay -- Philosophy Philosophical Papers

The Solution The business man behind a desk, the scientist in the lab, the artist approaching his canvas, the mathematician examining the symbols he placed on the blackboard--the thoughts going through each of their heads are very different in many ways, yet amazingly similar. For example, the business man must come up with an idea to cut costs and increase revenue for his company. He must find a creative twist to an old idea, a new combination of numbers that allows the company to increase profit and drop costs. Yet this man strays from the numbers and thinks in images, and during the brief moment before the creative act his consciousness seems to play absolutely no role. Often times we must get away from the problem to get closer to the solution. Similarly, we need to get away from words to think more clearly. I once heard a story of a semi-truck that got stuck while trying to drive through a tunnel that was too small. A traffic jam occurred and a team of engineers were called to solve the problem. The engineers measured the semi-truck, the tunnel, the length, the width and the height. But they still could not fmd a solution. A little girl in one of the cars behind the truck asked her father why they did not just let some of the air out of the tires. The father rushed the girl to the engineers and had her tell them the solution that had been at their feet the whole time. The air was taken out, the semi was taken through, and the little girl was taken home. In Physics, we are taught that there are many planes and many points of reference. To Person A, who is standing on a train, he is standing still; to the Person B on the ground, Person A is moving. Within Physics the difference in your point of... ...t everyone can complete on their own and thus make it more personal, in the same way that everyone has their own idea about love that is not ever fully crystallized for lack of words to describe it. The idea in Koestler's essay can be applied to everyday life. When writing this essay I was supposed to form a thought. This essay is the series of thoughts that went through my head while I tried to understand the ideas of Koestler, organized and appended with other ideas and images to strengthen my idea. By the end, I believe that I have finally formed my thought enough to crystallize it into words. By trying hard to search for a solution we sometimes forget our age old instincts. By trying too hard to grasp a hazy image we sometimes find ourselves with nothing more than a dying puff of smoke. One must allow the image to form and come to us. That is creativity.

the call of the wild Essay -- essays research papers

The Call of the Wild, on the surface, is a story about Buck, a four- year old dog that is part Shepherd and part St. Bernard. More importantly, it is a naturalistic tale about the survival of the fittest in nature. Throughout the novel, Buck proves that he is fit and can endure the law of the club, the law of the fang, and the laws of nature. Buck had been raised in California, on the ranch of Judge Miller. There he had the run of the place and was loved and pampered by all. Unfortunately, one of the judge's workers had a gambling problem and stole Buck to sell him for fifty dollars. Buck fights being tied, caged, and beaten, but his efforts only frustrate him. He is put on a train and a boat, being shipped to Alaska to be used as a sled dog. Although he is miserable on the journey, Buck learns an important lesson - the law of the club. If he does not obey, he will be beaten. In Alaska, Buck is sold to become a sled dog. Intelligent and hard working, he quickly learns to adapt to his new life. He becomes a good sled dog, working as part of the team; he also learns how to protect himself from the miserable cold, burrowing under the snow, and how to find food, stealing if necessary. He also learns he must always be alert, for there are dangers everywhere. Additionally, Buck learns the law of the whip, for if he does not obey the driver or do his fair share of pulling, he will be popped. Buck also learns the law of the fang. Unlike the domesticated dogs at Judge Miller's ...

The Anatomy Of A Modern Revolution :: Political Politics

The Anatomy Of A Modern Revolution? A revolution is a general and fundamental change in the political order when the mass of people rejects its government and the way things are run and is the result of failure to introduce gradual form. The people come together and there is a dramatic violent and forceful movement to change the way society is structured. A revolution itself is successful when one political, social and economic system has been replaced with an alternative that will bring about the necessary changes needed to remove the major sources of discontent and to improve life. The first stage of a revolution is the development of a revolutionary situation. It is characterised by increasingly widespread opposition to the existing government, which has lost effective control of the nation. The people then try to attack their government; this attack sometimes involves strikes, assassinations, demonstrations and riots. The government usually responds to these acts with a refusal to grant reform. From this, the accumulated anger inside the people explodes and the result is the overthrow of the old order. This always involves some form of military action in the capital, including taking over government buildings and occupying key transport and communication centres. There is not always only one group wanting to take power but a number of groups with quite different programs usually emerge. When the new government has taken power, it usually introduces policies that are very different from those of the previous government. People are asked to make sacrifices in order to ensure the changes work out. The relationships between classes and groups in society are affected, and a new group seeking dominance for itself usually pushes down a previously dominant class. However, many problems inherited from the previous government limit the extent of its reform. Next may be the most violent phase of the struggle - the consolidation of power. Loyalty to the new government is usually expected and demanded but allies of the old government may attempt to overthrow the new revolutionary government, to reinstate those who used to enjoy power and privilege and to restore the old order totally. The Anatomy Of A Modern Revolution :: Political Politics The Anatomy Of A Modern Revolution? A revolution is a general and fundamental change in the political order when the mass of people rejects its government and the way things are run and is the result of failure to introduce gradual form. The people come together and there is a dramatic violent and forceful movement to change the way society is structured. A revolution itself is successful when one political, social and economic system has been replaced with an alternative that will bring about the necessary changes needed to remove the major sources of discontent and to improve life. The first stage of a revolution is the development of a revolutionary situation. It is characterised by increasingly widespread opposition to the existing government, which has lost effective control of the nation. The people then try to attack their government; this attack sometimes involves strikes, assassinations, demonstrations and riots. The government usually responds to these acts with a refusal to grant reform. From this, the accumulated anger inside the people explodes and the result is the overthrow of the old order. This always involves some form of military action in the capital, including taking over government buildings and occupying key transport and communication centres. There is not always only one group wanting to take power but a number of groups with quite different programs usually emerge. When the new government has taken power, it usually introduces policies that are very different from those of the previous government. People are asked to make sacrifices in order to ensure the changes work out. The relationships between classes and groups in society are affected, and a new group seeking dominance for itself usually pushes down a previously dominant class. However, many problems inherited from the previous government limit the extent of its reform. Next may be the most violent phase of the struggle - the consolidation of power. Loyalty to the new government is usually expected and demanded but allies of the old government may attempt to overthrow the new revolutionary government, to reinstate those who used to enjoy power and privilege and to restore the old order totally.

Brand and Esprit Essay

America, 1968. Susie and Doug Tompkins are travelling through California in a station wagon filled with homemade clothes. Theirs is an unconventional method of selling – from the back seat of a vehicle – but even their very first customers are delighted, and one of the world’s most successful young fashion brands is born: Esprit. Worldwide success As the Esprit headquarters developed in Europe (Dà ¼sseldorf) and Asia (Hong Kong) in the 70s, the founder company Esprit USA gradually became an entirely self-sufficient company. What began in Germany with young sportswear fashion for women marketed under the name of Esprit de Corp soon became one of the most successful young fashion brands on the European market. The American rights were bought back in April 2002, and since then the Esprit group has been one of few global companies to hold 100% of a brand worldwide. In the first six month of the 2003/04 business year Esprit Holdings Limited achieved consolidated sales of 810 million Euro (per 31.12.03) – an impressive growth of 32% compared to last fiscal year. The Esprit Holdings Limited share price is listed on the Hong Kong stock exchange (second listing in London), the Hang Seng index and the MCSI index Hong Kong, as well as the FTSE All World Index for Hong Kong. Excellent products A team of international designers translates the Esprit attributes into regular collections self-confidently, naturally, stylishly and sensually: twelve collections are produced for six order dates per year and product line for Women Collection, Men Casual, Kids, edc youth, Shoes + Accessories and Esprit Sports Women, Men + Kids; the twelve edc and Women Casual collections can be ordered monthly. Four collections are produced a year for Esprit Bodywear and Men Collection. Although the company focuses on the product and price/performance ratio, Esprit also invests continuously in quality and fit – high standards that are also maintained in manufacture. â€Å"Our customers expect us to produce contemporary, high quality and yet affordable goods†, explains Heinz Krogner. â€Å"And not only do we have to do so, but we have to make sure we do so continuously and over a long period of time†. Global image The consistent implementation of the image includes a distinct appearance on the outside, and for years now Esprit’s in-house â€Å"Image office† has been responsible for ensuring that the brand is shown in the same look all over the world. This office is responsible for developing and monitoring every means of communication for advertising, promotional activities and point-of-sale, and co-ordinates and carries out the shoots for Esprit’s current image campaigns – in short, everything that visually represents the Esprit company. The Global Image Office is based in New York. Lifestyle philosophy The lifestyle idea is at the very heart of Esprit’s philosophy. From pure product to overall service strategy: since 1990 successful license partnerships have supported the company on its global development into a lifestyle group. Co-operations with companies with a strong market presence have helped to create what is now a large pool of Esprit licenses. Please see â€Å"US license partners† for more information. Quality first Esprit is an international youthful lifestyle brand offering smart, affordable luxury and bringing newness and style to life. The Group offers 12 product lines encompassing women’s wear, men’s wear, kid’s wear, edc youth as well as shoes and accessories through over 640 directly managed retail stores and over 12,000 wholesale points-of-sale worldwide, occupying over 817,000 square metres directly managed retail space in more than 40 countries. Esprit licenses its logo to third-party licensees that offer products bearing the same Esprit quality and essence to consumers. Esprit also operates the Red Earth cosmetic brand which includes cosmetics, skin care and body care products. â€Å"Penetrating into existing markets while entering new ones.† The Group will continue to penetrate into existing markets and expand newer ones through wholesale distribution channels in the new financial year. Over 200 partnership stores, 500 shop-in-stores and 700 identity corne rs are planned for FY2005/2006. Europe In Europe, partnership stores will be used to gain penetration in core markets such as Germany, Benelux and France where the Esprit brand already has substantial brand presence. Shop-in-stores and identity corners concept with department stores and multi-label retailers will be used to enter new markets in order to minimize capital expenditure requirements. U.K., Italy and Spain will be the newer European markets of focus for FY2005/2006. USA Esprit is faced with difficult times in its US operations. Key department stores have discontinued sale of the brand (Nordstrom is the only major store to carry Esprit and Dillard’s, Macy’s East, Macy’s West and Marshall Field’s have all received their last wholesale shipments), a number of licensing agreements have been put on hold and the brand will stop US distribution of Collection women’s suits and career apparel, as well as the entire men’s wear line. Furthermore, three executives have recently resigned. Having recently reintroduced the brand in the US after an absence of 15 years, Esprit is facing up to the fact that brand recognition is not what it used to be and changes have to be made. The company intents to revise its US strategy, confessing that it had misjudged its popularity there. â€Å"I have overestimated our brand power in America,† said chief executive Heinz Krogner. â€Å"Sixty percent of the women knew our brand, but they didn’t see any relevance. We have made mistakes.† [1] Asia Asia wholesale initiatives for the fiscal year include entering the India market as well as expanding the distribution channels to duty free stores in Thailand, the Philippines and Vietnam. In November 2005, Esprit announced that it will step up garment sourcing from India. The company plans for a new store in partnership with Madura Garments, part of the Birla Group, and sourcing from India will naturally increase. Although China and Taiwan are still the biggest source of products for Esprit, the company already sources products like shirts and trousers from India. Esprit is increasing its efforts to penetrate the Indian market, with the partnership with Madura Garments marking a beginning to that effort. Stores have already been launched in Mumbai and Bangalore. COO Thomas Johannes Grote told the Economic Times that India would become â€Å"one of the most important markets† for Esprit within the next 10 to 12 years. What do they sell? Esprit Holdings Limited is engaged in the sourcing, retail and wholesale distribution and licensing of quality and lifestyle products designed under the globally recognised Esprit brand name. It has been a listed company in Hong Kong since 1993 and has a secondary listing on the London Stock Exchange since December 1998. Up to 2004 the Group has controlled retail space of over 400,000 square meters in more than 40 countries spanning 5 continents. It operates approximately 630 directly managed retail stores and has over 9,700 wholesale outlets. The brand Esprit has been an international lifestyle fashion brand name applied to an extensive range of 12 lines, covering women’s, men’s and children’s apparel, footwear and accessories. Its main line, â€Å"women’s casual† covers the largest segment of the brand’s portfolio (39% of total turnover), appealing to most consumers because of its casual and sportswear for everyday lifestyle. It constitutes the most competitive division of the portfolio. EDC women (13% of total turnover), appeals to trend conscious women through an up-to-date mix of items that fit women’s outgoing lifestyle. Although it is one of the fastest growing segments in the company, it is not doing well considering the competition. This is the segment where Esprit losses the race among big shapers of the industry such as Spanish ZARA and Swedish H&M. Men’s casual (11% of total turnover) provides smart and urban wear for men. The designs combine quality cutting with new fashion highlights and provide the required relaxation fit for the socially conscious after work. Licensed products bearing the Esprit name range from time wear, eyewear, jewel and fragrance, to bedding and other home products. In addition, the Group owns the Red Earth brand name and distributes its cosmetics, skin and body care products. Fashion companies not only sell products, but also identify with their customers through certain values. Esprit has been a pioneer in having a clear identity and a courageous thirst for sharing what they believe in with their public. The following are the main characters within the brand’s identity: The end consumer Esprit is a well-recognized brand, which reaches a very big audience, across 5 continents. In their own words, they are a youthful lifestyle brand that targets customers with young attitude, not age. Although the brand counts with 12 different lines, directed at women, men and children, most customers are women, ranging between 15 and 35 years old. They turn to the brand in search of youthful stylish items that will never go out of fashion. They have simple but refreshing taste. They are looking mostly for stylish, yet comfortable clothes. They appreciate Esprit’s quality clothing, which is at all times at a democratic price. The brand counts with a large number of loyal customers. Its â€Å"e*club†, an online membership club which rewards repeated purchases and offers special promotions and services, has a large audience across the globe. It is impossible for us to know exactly how many people are loyal to Esprit’s core values since the birth of the brand, or how many of their customers even know about the compelling letters to prevent aids and its questioning of the way we shop in this ever more consumerism lifestyle we have seem to engaged. It would be interesting to conduct such a survey before suggesting any concrete communication strategy. How does Esprit deliver customer satisfaction? As we described before, Esprit’s target audience is looking for something stylish, yet not too fashionable. Its customers put quality first, before latest trends. They want their clothes to last, not to be very expensive, and to have a simple yet tasteful touch. They want their clothes to say something about them, something Esprit conveys as well: reliability, comfort, good reputation, seriousness with a little touch of playfulness, trustworthiness, honesty, credibility. Esprit delivers customer satisfaction by not letting its clients down. By representing values its customers like to feel connected to. By being honest and not trying to sell something that it’s not suitable for the customer. Esprit stands for a traditional brand, which has steadily grown by being true to itself, to its values, by not letting other brands’ strategies change its own. Also, by not taking too many risks. And that is what its customers expect: reliable products, at fair prices, which will not imply any mayor risk. Esprit’s shops are comforting and make one feel safe. They are attractive, yet not flashy. Taking into consideration that the brand targets not only teenagers but also grown-ups, the atmosphere has to be more calmed and stable. A regular customer who walks into an Esprit shop knows what they will find there and will never be disappointed. Esprit makes its clients feel like part of a whole. Part of those women in society who are not intimidated by the fast moving market of clothing. Women who do not let the industry tell them what to wear, or to buy products with little quality and at ridiculous prices. That is why they are faithful to Esprit, because it makes them feel safe and confident. Obviously there is a market for these women, considering that Esprit –unlike H&M or ZARA- sells basically the same collection all over the world. How do they attract and retain customers? Esprit lives thanks to a loyal group of customers. However, their constant growth derives from the success in attracting new customers every year. They do so by offering an alternative option to shops like ZARA and H&M, whose quality is lower and atmosphere might be too intimidating for some people. The fact that they sell items for the whole family in one shop also brings them repeated purchases in their different product lines. The fact that they sell the same collection all over the world also makes repeated purchases more plausible. Whether the client is in China, Germany or the United States, they can feel at home when they enter the shop. The brand retains customers by offering a quality product, at the same time as a superior service. Unlike many other clothing shops, at Esprit employees are very attentive and strive for making customers feel comfortable and not only pleased, but delighted. That explains part of the success in keeping such a loyal audience. Esprit also offers discounts and special promotions to loyal customers. Through e*club, its online membership club, Esprit offers credit (e*club points) in their stores for every purchase done through the e*club card. As an e*club member, customers are invited to enjoy special promotions, such as double e*points weeks and special shopping hours. Also, a member of the e*club can have access to other benefits such as free call centre service and personal access to their account balance. Joining the e*club is free. Esprit offers as well the possibility to do online shopping, which allows customers to view the items online and request for the measures and colours they prefer. If they are not satisfied they can always return the merchandise and get their money back, which not many shops are ready to offer yet. Shipping is for free, in those countries where the programme is available. To keep their clients informed, Esprit also offers a regular newsletter, in which they inform of the latest collections and news in the fashion industry. Subscription is for free and for every new entry clients get important discounts.

Demographic Segmentation

Study of a demographic segment and its sub segment falling in the age group 18 year to 25 years Saneel Gaonkar IBS Gurgaon Study of a demographic segment and its sub segment falling in the age group 18 year to 25 years Introduction Different kinds of people display different buying patterns even in a segment of age group 18 years to 25 years. This truth is well understood by those people who are responsible for market research, product development, pricing, sales and strategy. Market segmentation is the identification of portions of market that are different from one another. Every individual falls under one or other demographic segment of the society ‘Mr. Philip Kotler has defined a market segment as a group of customers who share a similar set of needs and wants (Philip Kotler, 2009). ’ A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. The criteria that a true market segment should meet are as follows: distinct from other segments, homogenous within the segment, it responds similarly to market stimulus and it can be reached through market intervention. Researchers try to define segments by looking at descriptive characteristics: geographic, demographic and psychographic. Then they examine whether these customer segments exhibit different needs or product responses. Few other researchers have tried to define segments looking at behavioral consideration such as consumer responses to benefits, use occasions or brands. Researchers than see whether different characteristics are associated with each consumer response segment. (Philip Kotler, 2009). The key here is to identify customer differences. The major segmentation variables are Geographic, demographic, psychographic, and behavioral segmentation. Living in metropolitan city like Mumbai exposes you to a wide competitive market in all sectors. Segmenting Consumers in Mumbai by using these segmenting techniques gives a thorough idea of the consumers in Mumbai Geographic Geographic segment calls for division of the market into different geographical units such as nation, states, region, countries, cities or neighborhoods. In India geographic segmentation assumes importance due to variation in consumer preferences and purchase habits across different regions, and across different states. In India rural and urban markets differ on number of different essential parameters like literacy levels, income, spending power. There is a vast difference in infrastructure such as electricity, telephone network and roads. The need to segment the market geographically becomes clearer when we look at some of the characteristics of the market. In India there are 5000 towns and over 6, 38,000 villages (Pradeep Kashyap, 2003-04) (Philip Kotler, 2009) Region Mumbai falls in Western region of India. There are few significances of this region that needs attention, Maharashtra the state with Mumbai as its capital derives its culture from Indo – Aryan Vedic culture influenced by the Maratha Empire and the British Empire. City of Mumbai According to 2011 census, the population of Mumbai was 12,478,447 (The Registrar General & Census Commissioner, 2011). (censusindia. gov. in) According to extrapolations carried out by the World Gazetteer in 2010, Mumbai has a population of 13,830,884 and the Mumbai Metropolitan Area has a population of 21,347,412. The population density is estimated to be about 20,482persons per square kilometer. The sex ratio was 838 (females per 1,000 males) in the island city, 857 in the suburbs, and 848 as a whole in Greater Mumbai, all numbers lower than the national average of 914 females per 1,000 males. PopulationIndia. com, 2011) The low sex ratio is partly because of the large number of male migrants who come to the city to work (â€Å"Parsis top literacy, sex-ratio charts in city†, 2004) As Per 2011 census, Greater Mumbai, the area under the administration of the BMC, has a literacy rate of 94. 7 %, higher than the national average of 86. 7%. (The Registrar General & Census Commiss ioner, 2011)Sixteen major languages of India are also spoken in Mumbai, most common being Marathi, Hindi, Gujarati and English. The religions followed in Mumbai include Hindus (67. 39) , Muslims (18. 56%), Buddhists (5. 22%), Jain (3. 99%), Christians (4. 2%), Sikhs (0. 58%), Parsis and Jews making the rest of the population. (Mehta, 2004) Mumbai is also home to the largest population of Parsi Zoroastrians in the world, with about 80,000 Parsis in Mumbai. (â€Å"The world's successful diasporas†) Looking at the data it is clear fact that Mumbai is a large market with intelligent customer. Amount of exposure to brands and products a person goes through in Mumbai is vast. Culture This Research also includes finding new potential markets in the age group of 18 to 25 years, for this purpose knowing the culture of Mumbai is also essential. The culture of any place is always determined from its people, cuisine, religion, language and festivals. Mumbai has a mixture of people from various communities and subsequently they follow different religions. The metropolitan observes modern trends; here people enjoy participating in all festivals irrespective of caste, creed and color. Mumbai is the birthplace of Indian cinema. The influence of the Bollywood in the cities culture is observed. The cultural heritage of Mumbai presents a combination of old and new. The ‘bindaas' or carefree approach of the Mumbaikars comes alive in their dialect of Mumbaiya Hindi too. (Principal Cities) Economy Mumbai is the financial and commercial capital of India. It generates 6. 16% of the total GDP. It is the economic hub of India, contributing 10% to factory employment 25% of industrial output, 33% of income tax collection, 60% of custom duty collection, 20% central excise duty collection ,40% of India’s foreign trade , Rs 4000 crore in corporate taxes. â€Å"The world's successful diasporas†) In April 2008, Mumbai was ranked seventh in the list of â€Å"Top Ten Cities for Billionaires† by Forbes magazine, (Forbes Magzine) Demographic In demographic segmentation, the market is divided into groups on the basis of variables such as age, family size, family lifecycle, gender, income, occupation, education, religion, race, generation, nationality, and social clas s. Demographic variables are very popular among marketers as they are often associated with consumer needs and wants; another is that they are easy to measure. (Philip Kotler, 2009) Age and Lifecycle Age and Lifecycle are important variables to define segments as the needs and wants of the consumer change with age. Johnson & Johnson’s baby oil which is popular in India is a classic example of product of infants. (Philip Kotler, 2009) This research is focused on the market segment which falls in the age group of 18 years – 25 years. Consumers falling into this age group may have the falling into this group may be college going students, working, pursuing higher education, married and working, having their own business . Their wants and needs differ from each other. College going students will have their own wants and needs, what a college student would need is education, books, clothes, food his wants are a cricket bat, mobile, bike etc, he may desire to get education in a higher graded college, a car, Touch screen mobile etc. Working consumers have different needs compared to students. Working consumers may need a mobile, laptop, bike, blazers; he automatically becomes a prospective customer to housing development companies, car companies, furniture companies, aviation companies, Food chains, financial service companies, holiday tours and travel package companies etc. Consumer who I married and working may need jewelry for his wife, furniture for his house and other consumer durable and non durable products, prospective customers for car manufacturers, Insurance companies etc. Consumers having their own business may need, a working space, desks, electricity, ac’s, he may become prospective customer for insurance companies, luxury car companies, High end products etc. So Consumer pursuing higher education falls between these four sub-segments, His needs are all a mixture of all three, he will be getting married so all the needs and wants of a married working is a part of this consumer group. So by this we can infer that this wants and needs of this group is a mixture of all the other sub- segments. Slicing this segment further by Gender we find Men and women are different in their behavior, Research shows that women are likely to pick up the product without prompting while men often like to read product information before buying. (Philip Kotler, 2009) Income Income segmentation is a long standing practice in variety of products and services. Income determines the ability of consumers to participate in the market exchange and hence this is a basic segmentation variable (Philip Kotler, 2009) Slicing the segment on the base of income we may see college going student, Students pursuing higher education are dependent on their family’s income , while other sub- segment are earning consumers who control their consumption pattern through their own pocket. Psychographic Segmentation Psychographic Segmentation is the process of using psychology and demographics to better understand consumers. In psychographic segmentation, buyers are divided into different group based on psychological / personality traits, lifestyle or values. People within the same demographic group can exhibit very different psychographic profile. (Philip Kotler, 2009) VALS (â€Å"Values, Attitudes and Lifestyles†) (Philip Kotler, 2009)is a research methodology used for psychographic market segmentation. VALS was developed in 1978 by Arnold Mitchell and his subordinated at SRI International VALS Framework and Segment Innovator: These Consumers have the highest incomes, and such high self-esteem and abundant resources that they can indulge in any or all self-orientations and are on the leading edge of change, Image is important to them as an expression of taste, independence, and character. Their consumer choices are directed toward the â€Å"finer things in life. † ? Thinkers: These consumers are the high-resource group of those who are motivated by ideals. Their characteristics are mature , responsible, well-educated professionals. They have high incomes but are practical consumers and rational decision makers. Believers: These consumers are the low-resource group of those who are motivated by ideals. They are predictable and conservative consumers who favor established brands. They have modest incomes. ?Achievers. These consumers are the high-resource group, motivated by achievement. Work-oriented people who get their satisfaction from their jobs and families fall under this category. They are politically conservative and respect authority and the status quo. They favor established products and services that show off their success to their peers. ?Strivers. These consumers are the low-resource group who are motivated by achievements. They have values very similar to achievers but have fewer economic, social, and psychological resources. Style is extremely important to them as they strive to emulate people they admire. ?Experiencers: These consumers are the high-resource group of those who are motivated by self-expression. They are the youngest and energetic of all the segments, . They have a lot of energy, which they pour into physical exercise and social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on new products and services. Makers: These consumers with low-resource group of those who are motivated by self-expression. They are practical people with value self-sufficiency. They are focused on the familiar-family, work, and physical recreation-and have little interest in the broader world. As consumers, they appreciate practical and functional products. ?Survivors. These consumers are with lowest incomes. They have t oo few resources to be included in any consumer self-orientation and are thus located below the rectangle. Oldest of all the segments, with a median age of 61. They tend to be brand-loyal consumers. The age group taken into consideration here is 18 to 25 year. Some of them may fall into Experiencers segment who are young and energetic and who are motivated by self expression. Some of them are thinkers, i. e. Smart buyers. Behavioral Segmentation Behavioral segmentation divides a population based on their behavior, the way the population respond to, use or know of a product. Consumer behavior is a subject studied in depth over time in marketing management. This is mainly because there are several factors which a consumer takes into consideration before taking a decision. Thus consumer decision making is affected by his behavior and that is exactly how the behavioral segments are targeted. (Philip Kotler, 2009) Forms of Behavioral segmentation Buying on occasions: Buying on occasions is the first form of behavioral segmentation. Products such as chocolates and premium foods will sell on festivals. Similarly, confectioneries will sell when there is a party. Thus these products are generally targeted by behavioral segmentation. Benefits sought – Several products are targeted towards the benefits sought by the customer. Recently, there has been a war between Colgate and sensodyne to target the people who have sensitive teeth. Similarly, there are other toothpastes which are targeted towards whitening of teeth. Hair shampoos are targeted towards split ends, anti dandruff or others. Loyalty – There are two ways to grow a business. First is to acquire new customers and second is to retain your existing customers. The more loyal your customer is to you, the more your customer base will increase. That’s one more kind of behavior which marketers target. The strategy for brand loyal customers is very different from that used for acquiring new customers. Usage rate – In residential or commercial segment, the usage can be demonstrated in the form of heavy usage, moderate usage or lesser usage. Taking the example of beauty parlors or personal care. There are some customers who use a lot of personal care products whereas others do not use personal care products much. Thus depending on their usage the customers can be targeted. Among the age group that we are focused on one may find all such behavioral buying patterns. A person can be loyal to one brand for one product , but for other product he may switch brand as he is getting discounts. Research Methodology Data Gathering and Analysis To have a clear perception of the term research one should know the meaning of scientific methods. The two main terms, research and scientific method, are closely related. Research as we have already stated can be termed as â€Å" an inquiry into the nature of, reason for and the consequences of any particular set of the circumstances, whether these circumstances are experimentally controlled or recorded just as they occur. Here the researcher is interested more than particular results; he is interested in the repeatability of the results and in their extension to more complicated and general situation. Research in common refers to a search for knowledge. Research can also be defined as a scientific and systematic search for pertinent information on a specific topic. It is usually an art of scientific investigation. The purpose of research is to discover answer to question through the application of scientific procedures. The main aim of research is find out the truth which is hidden and which has not been discovered as yet. Research methodology is a way to systematically solve the research problem. It may be understood as science of studying how research is done systematically. It has many dimensions and research methods do constitute a part of Research Methodology. The scope of Research methodology is wider than that of research method. 1. Why a research study has been undertaken? 2. How the research problem has been defined? 3. In what way and why the hypothesis has been formed? Are usually answered when we talk of research methodology concerning a research problem or study. Whatever may be the types of research works and studies, one thing i. e. important is that they all meet on the common ground of scientific method employed by them. The research methodology can be defined as a way systematically solves the research problem along with the logic behind them. Researchers not only need to how to develop certain indices, how to calculate mean, mode, median and how to apply particular research technique and what would they mean and indicate and why? All this means that it is necessary for the researchers to design his methodology for his problem. The scope of Research methodology is wider than that of research methods. Thus research methodology deals itself not only with research method but also in considering the logic behind the methods used in the research study. Research Design: The research design is the conceptual structure within which research is conducted. It is a plan of action, a plan of collecting and analyzing data in economic, efficient and relevant be manner. It contains the blue print for the collection, measurement & analysis of data. The proposed study is an exploratory cum descriptive. The purpose of preparing research design could be either to test a hypothesis or to give a cause effect relationship to the given situation. The design provides answers for questions such as: â€Å"What techniques will be used to gather data? † â€Å"What kind of sampling will use? † As in this case research is to be a quantitative research. We are dealing with 12,478,447 population of Mumbai and slicing it to different segments. The data that has to be collected should be from an authentic source as the research is based on authentic facts of the region. Quantitative research Systematic empirical investigation of quantitative properties and phenomena and their relationships. Asking a narrow question and collecting numerical data to analyze utilizing statistical methods. The quantitative research designs are experimental, correlation, and survey (or descriptive). ] Statistics derived from quantitative research can be used to establish the existence of associative or causal relationships between variables. SOURCES OF DATA: The data that has to be collected has to be authentic, so it should be collected from authentic source like government websites, this type of research require authentic quantitative data. Data collection from primary sources is not a option here. So data has to be collected from secondary sources. Secondary Data: Information regarding the project, secondary data was also required. These data were collected from various past studies and other sources like magazines, newspapers, and websites which qualified as reliable. Limitations of the study †¢Limited Access to Secondary data †¢Lack of time Conclusion Mumbai is a large consumer base, the youth population following in the age group of 18 to 25 years itself is diverse in their own ways, each of them have different wants , needs and desires. All of their wants and needs are not always satisfied. Markets are oversaturated with products at claim to fulfill their needs; some fulfill the needs some partially. Buying decision of the consumer in this age depends upon what he thinks about the product and the brand and the amount of exposure he has gone through for that brand. As we are saying the needs of the consumers may be partially filled, so automatically there is a consumer base who wants something that will fulfill their needs in totality, this brings about a market opportunity for the companies which can be targeted by them, i. . slicing into that segment of Mumbai consumers. Many of the consumers are unaware of their needs as well, Example, Including the use of day today technology in household activities etc, there are many untapped markets in Mumbai that has to be exploited by the companies, Consumers of this age group are attracted to new technology and feature, they want to stay ahead of their generation, these wan ts and desires should be tapped upon by the companies. Bibliography â€Å"Parsis top literacy, sex-ratio charts in city†. (2004, september 8). Times OF India . The world's successful diasporas†. (n. d. ). Retrieved from Managementtoday. co. uk. censusindia. gov. in. (n. d. ). â€Å"Ranking of districts of Maharashtra by population size 2011†. Retrieved from censusindia. gov. in. Forbes Magzine. (n. d. ). Mehta, S. (2004). Maximum City Bombay Lost and found. Philip Kotler. (2009). Marketing Manager- A South Asian Perspective. Dorling Kindersley. PopulationIndia. com, â€Å". . (2011, June 1). Populationindia. wordpress. com. Pradeep Kashyap. (2003-04). â€Å"Selling to the Hinterland†. Business World , 88-91. Principal Cities. Government of Maharashtra.