MRSA Infection Research Paper Example | Topics and Well Written Essays - 2000 words

MRSA Infection - Research Paper Example Antibiotics used to treat ordinary S. aureus infections are rendered useless in case of MRSA. Infection occurring in healthcare settings is called health care-associated MRSA (HA-MRSA) while that occurring in the community, among healthy individuals, is called community-associated MRSA (CA-MRSA) (mayoclinic.org 1). HA-MRSA infections are generally acquired through invasive procedures or clinical devices such as artificial joints, surgeries, intravenous tubings, and catheters while CA-MRSA generally spreads through skin contact among child care workers, high school wrestlers and people living in crowded areas (mayoclinic.org 1). MRSA infection occurs in various parts of the body and owing to its antibiotic resistance, it is difficult to treat. Mild infections result in boils and sores on the skin. MRSA can also infect lungs, urinary tract, and bloodstream (webmd.com 1). There has been an alarming spread in the incidence of tough MRSA strains and because of its antibiotic resistance, MRSA is also called superbug (webmd.com 1). As per CDC, less than 2% of the US population carries MRSA (mayoclinic.org 3). MRSA was discovered in 1961 and research has shown that, like ordinary strains of S. aureus, it is also carried by many healthy people on their bodies, especially their noses (Matheson et al. 299). MRSA infection is common among those with a weaker immune system and while it is commonly a hospital-acquired the infection, its incidence in people who have not been hospitalized has become recently significant (webmd.com 1).

Harriet Beecher Stowe Essay Example for Free

Harriet Beecher Stowe Essay Born â€Å"June 14, 1811†, â€Å"Harriet Beecher Stowe†, was born to â€Å"Roxana and Lyman Beecher† (Lakewood Public Library n. p. ). This seventh sibling has a famous brother, â€Å"Henry Ward Beecher†, who is a leader of the â€Å"abolitionist movement† (Lakewood Public Library n. p. ). She also has a sister, â€Å"Catherine Beecher† who fought for the women to be educated; she played a large role in the women’s progress in terms of education (Lakewood Public Library n. p. ). In addition to that, she was married to an equally brilliant individual and popular named, â€Å"Calvin Stowe† at the age of twenty five (Lakewood Public Library n. p. ). She had seven children with this co-teacher of hers (Lakewood Public Library n. p. ). She attended the â€Å"Hartford Female Academy† to complete her education (Lakewood Public Library n. p. ). This is the same school that her sister, â€Å"Catherine Beecher† instituted when â€Å"Harriet Beecher Stowe† was only twelve years old (Lakewood Public Library n. p. ). In school, she was described as â€Å"absent-minded, moody, and weird†, however, she was also known as extremely intelligent and that she was exceedingly good in writing (Harriet Beecher Stowe, 1811 1896 n. p. ). When â€Å"Harriet Beecher Stowe† turned twenty one, she went to teach in â€Å"Cincinnati† at the â€Å"Western Female Institute†, another learning institution that her sister established (Lakewood Public Library n. p. ). Together with her sister, Catherine, she wrote and published â€Å"Geography for Children† (Harriet Beecher Stowe, 1811 1896 n. p. ). This same year, she has also been awarded with for an article she wrote and published in the â€Å"Western Monthly Magazine† entitled, â€Å"New England Sketch† (Harriet Beecher Stowe, 1811 1896 n. p. ). At the age of thirty nine, she had already accomplished a book, entitled, â€Å"Uncle Tom’s Cabin† (Lakewood Public Library n. p. ). She turned extremely famous in 1851, just a year after she has written the aforementioned book (Harriet Beecher Stowe, 1811 1896 n. p. ). In addition to the aforementioned, what made her more famous is the fact that she delivered speeches with regards to oppression/slavery that occurs in the United States, as well as, in the United Kingdom (Harriet Beecher Stowe, 1811 1896 n. p. ). When some of her critics declared that the contents of â€Å"Uncle Tom’s Cabin† was not genuine, she rose up to the challenge and wrote another book entitled, â€Å"Dred† five years after the publication of â€Å"Uncle Tom’s Cabin† (Harriet Beecher Stowe, 1811 1896 n. p. ). While she was busy delivering speeches about slavery, she also had her writings published in a journal known as â€Å"The National Era† that even the president, â€Å"Abraham Lincoln† acknowledged her brilliance and fame by saying, â€Å"So you are the little woman who wrote the book that started this great war† (Harriet Beecher Stowe, 1811 1896 n. p. ). Back then, she was not only the â€Å"most famous† writer, she was also known to be the â€Å"highest paid† one (Harriet Beecher Stowe, 1811 1896 n. p. ). She died in July 1, 1896 in Hartford, CT (Lakewood Public Library n. p. ). However, she left with so many contributions to the world of literature including the following works: â€Å"1) The Mayflower: or, Sketches of Scenes and Characters Among the Descendants of the Pilgrims; 2) Uncle Tom’s Cabin; 3) The Key to Uncle Tom’s Cabin; 4) Sunny Memoirs of Foreign Lands; 5) Dred: A Tale of the Great Dismal Swamp; 6) the Minister’s Wooing; 7) The Pearl of Orr’s Island; 8) Agnes of Sorrento; 9) House and Home Papers; 10) Little Foxes; 11) Religious Poems; 12) the Chimney Corner; 12) Men of our Times; 13) Old Town Folks; 14) The True Story of Lord Byron’s Life; 15) Lady Byron Vindicated; 16) Little Pussy Willow; 17) Pink and White Tyranny: A Society Novel; 18) Old Town Fireside Stories; 19) My Wife and I: or, Harry Henderson’s History; 20) Sam Lawson’s Oldtown Fireside Stories; 21) Woman in Sacred History; 22) Palmetto Leaves; 23) We and Our Neighbors; 24) Betty’s Bright Idea; 25) Captain Kidd’s Money and Other Stories; 26) Footsteps of the Master; 27) Bible Heroines; 28) Poqanuc People; 29) A Dog’s Mission; 30) The Poor Life; 31) the Writings; and 32) Regional Sketches† (Hedrick 3 398). Furthermore, she left with a good name (Fritz 5 – 144). The author in question played a large role as a â€Å"social reformer, philanthropist, and author†; she fought for the â€Å"African Americans† and everyone else who were victims of oppression and slavery (Fritz 5 – 144). Upon meeting slaves who were able to escape, she immediately wrote articles and actually published them; through these many people â€Å"will wake up† in the years to come (Fritz 5 – 144). If she had not started upholding such rights of the slaves and people who were oppressed, it would not have been pushed by others and slavery would still have been in its worse today (Fritz 5 – 144). During her time, the â€Å"Fugitive Slave Act† has been enacted (Fritz 5 – 144). This law made it unlawful for other individuals to help out slaves who escaped (Fritz 5 – 144). What â€Å"Harriet Beecher Stowe† did was to send a letter to a colleague and â€Å"abolitionist leader† named â€Å"Frederick Douglass† (Fritz 5 – 144). Here, she sought for an advice with regards to her articles on oppression/slavery (Fritz 5 – 144). Fortunately during this time she also had the opportunity to make her voice heard and so what she did was to discuss her writings especially with regards to slavery to help other individuals become well informed and to inspire them to help her out with her advocacies/fight (Fritz 5 – 144). On a final note, â€Å"Harriet Beecher Stowe† is a famous author who played a large role in addressing the problem on slavery in the United States and the United Kingdom through her works and delivered speeches (Fritz 5 – 144). Works Cited Harriet Beecher Stowe, 1811 – 1896. n. d. n. a. 18 November 2008. http://americancivilwar. com/women/hbs. html Fritz, Jean. Harriet Beecher Stowe and the Beecher Preachers (Unforgettable Americans). NY: Putnam Juvenile, 1998. Hedrick, Joan. Harriet Beecher Stowe: A Life. NY: Oxford University Press, 1995. Lakewood Public Library. Harriet Beecher Stowe. n. d. n. a. 18 November 2008. http://www. lkwdpl. org/wihohio/stow-har. htm

Cinema in Toni Morrisons The Bluest Eye Essay -- Toni Morrison Bluest

Cinema in Toni Morrison's The Bluest Eye In Toni Morrison’s novel, The Bluest Eye, characters learn how to perform social roles though film. Pauline goes to the movies in search of a more glamorous identity. Instead, the unattainable beauty she sees onscreen reaffirms her low place in society. Laura Mulvey’s article, Visual and Other Pleasures, explains film’s ability to indoctrinate patriarchal social order. This ability is certainly applicable to Morrison’s novel. Film reinforces the Breedloves’ place in society, teaches Claudia to love Shirley Temple and constructs women as sexual objects for pleasure. Mulvey’s article also examines the powerful, active male gaze. In The Bluest Eye the female gaze is constructed as dirty, unnatural and wrong. Women and children in this novel are relegated to the role of passive sexual objects. Little girls are subjected to the gaze of Cholly and Soaphead Church. Mulvey defines this type of gaze as fetishistic scopophilia. In both Mulve y’s article and Morrison’s novel film is used as an instructional tool to create identity and reinforce social and gender roles. Film’s power to enforce social order is revealed in Pauline’s trips to the movies. She is drawn to the physical beauty and therefore taught to value beauty above anything else in society. Pauline receives an â€Å"education† from the movies. â€Å"It was really a simple pleasure, but she learned all there was to love and all there was to hate† (Morrison 122). Pauline learns how to order her world though film. She is taught to love beauty and hate ugliness. Film, however, also teaches her to hate herself because of her ugliness. At first Pauline identifies with the beautiful white women she sees in the movies. ... ...so presents the idea of scopophilia and active male gaze. Morrison further examines these ideas by constructing an active female gaze. When Pecola and Claudia experience this type of gaze they do not feel powerful, but sinful. Morrison also depicts women in the role of passive sexual objects. These women are forced to submit to the male gaze and are powerless to control it. In The Bluest Eye Morrison examines Mulvey’s assertions about the role of cinema, the active male gaze and the passive female. She proves cinema’s ability to assign social scripts and the total domination of the active male gaze over little girls. Works Cited Morrison, Toni. The Bluest Eye. New York, New York: Penguin Group, 1994. Mulvey, Laura. â€Å"Visual Pleasure & Narrative Cinema.† Visual and Other Pleasures. Bloomington, IN: Indiana University Press, 1989. 14-26.

Management and University Simmons Case Essay

In time of economic crisis, companies are looking for innovative methods to improve production and to meet the needs of a diverse workforce in order to improve or maintain the organization’s profit margin in a stress global economy. Indeed, companies are extremely concerned about their future, as well as, preventing closure of their establishment. SimmonsCompany is no exception. However, how does a major company make those changes when tradition is the foundation of their organization and the economic status of their company is in jeopardize of folding, if the right decision is not made? The need to allocation funds for the training and development of its and employees when major debts are owed to the company; thus, threatening bankruptcy is a problem facing Simmons Company. Accordingly, there is certainly a need to change the culture and structure of the organization, if it wants to survive a depressed economy, while other organizations are advancing. In so doing, the company is considering the Great Game of Life (GGOL) whose underlying purpose is to change the dynamics of an organization in order to achieve maximum satisfaction for both the customers and employees. If customers and employees are satisfied, they are loyal, cooperative and creative, thus creating a culture conducive to the workforce. In order to establish such an environment, it is necessary to empower its workers by changing the attitude of each individual employed by Simpson Company. The program will be used to improve morality and empower the lower level of the company in performing their respective jobs in order to improve the outcome of the company. Changes are often difficult to make and, are usually resisted from the top because control of the company is centralized. The result is a poor culture and dictatorial practices. Immediate changes are normally discouraged by those in control, but gradual changes are encouraged, if done overtime or gradually phased into the daily operation of the company. Management must recognize that if changes are not made, their position might be null and void for not doing so. The question is whether changing the culture of the organization is in its best interest? Indeed, some changes must be made considering the state of fair of the company. There are several outstanding debts owed to SimmonsCompany and the debtors are threatening bankruptcy. Additionally, a major supplier has caused havoc for the production department. The need to change the culture and the way it operates is more apparent than ever before. To stay the same, means eventual failure for the company. GGOL is a great opportunity to enhance or change its culture and improve its staff’s level of expectation through effective management in order to meet the needs of today’s demanding economy. As previously mentioned, the company is already experiencing a decline in its profits margin because of its accounts receivables from customers and their major supplier has an item in the form, emitting afoul odor, causing the company to compromise production schedules and posed a serious threat to its profit margin. It would certainly influence my decision to implement GGOL at Simmons. The video was both inspirational and informative. Since diversity is a major concern for most global companies, this is not the case with Simmons. That is, it was prevalent at Simmons, as well as, their enthusiasm in working with each other at the company and for the company. Their positive attitude resonated throughout the video. It is evident from the video that they work collectively and are eager to assist others in different department, when asked to do so. Coming to work seems second nature for them. They are able to share with the upper management areas of concerns and questions, and as such, not prohibited from doing so, which was not the case in the past. In short, they are empowered to take on task without being micro-managed. Now, it is a shared vision by the top, middle, and lower levels of the company with one mission in mind to do what is in the best interest of company. The company should use the top-down and bottom-up design in implementing the GGOL program. However, the company should employ a professional evaluation team to determine which plant should be the catalyst to receive the program. After selecting the plant, the program should start at the top level of the plant because they are responsible for the day-to-day operation of the plant and if they buy into the program other levels are more willing to accept it. The top-level can assist in delivering the GGOL program to the other employees. The next level should be the middle level because they are responsible for inspiring the workers to work collectively towards a common goal, i.e., what is in the best interest of the plant. Needless to say, these individual are very reluctant to change, but must be done gradual due to their commitment to the company, embedded old core values, and long history with the company. When the worker realizes that the change is positive, their outlook improves and this attitude has a snowball effect. That is, one worker at a time starts to embrace middle management’s vision for the company. Now, the workers are willing to trust middle manager because they are open for suggestions and are encouraging empowerment of workers, unlike the past, when the decision from the top was purely totalitarianism with no questions asked or else be fired. Finally, the workers should be the last to receive the program. The middle-level can introduce the program. In so doing, it encourages team work, which will ultimately change the culture of the plant. Changes are needed and welcomed, if it benefits both the employer and employees. If this company continues to operate in a vacuum, the destiny of the company is almost sudden death with uncollectible debts arising and plant processing being restricted because of the foul odor. Emotions were running high, each level of the organization realizing the potential of closure of the company, if it did not change the culture of the organization. The old way of handling concerns and questions is pseudo at best. The company would continue to experience apathy at the workplace. Thus, the $7 million dollar investment for the training and development of personnel is an extremely prudent investment for the company. References Kotter, J. P. (1994). Leading Changes. Boston, MA: Harvard Business School Press. Leading Change at Simmons (A)http://gcumedia.com/digital-resources/harvard-business-school-press/2007/change-at-simmons-part-a_1e.php Leading Change at Simmons (B)http://gcumedia.com/digital-resources/harvard-business-school-press/2007/change-at-simmons-part-b_1e.php

Consumer Buying Behaviour Essay

INTRODUCTION This paper is based on a group purchase from the popular coffee house Starbucks. All members were to meet and purchase a beverage and analyse the purchase and reflect on emotions and feelings prior to the purchase and also post purchase. Each group member bought something different so we were therefore able to compare each individuals experience. CONSUMER A Problem Recognition Consumer A and the other consumers recognised the need for a place to meet in order to enjoy some food/a drink that was in the centre of town, within a budget and would not require a reservation. Consumer A wanted a drink but also something more filling and exciting than a regular coffee or tea. This would take the consumer from their actual state to their ideal state (Solomon et al 2010). Information Search Due to the high recognition and availability of the brand, when feeling the need of a drink, hot or cold, Consumer A believe that the Starbucks brand recall is one of the strongest out there. Thus meaning that it is the first one the consumer will think of and additionally the brand is widely available. Particularly in Glasgow central, there is a Starbucks on almost every corner, stimulating both her internal and external information state (Solomon et al 2010). Consumer A and the rest of the group decided upon Starbucks, dismissing other rival retailers such as Costa and Caffe Nero The  consumer thought about what drinks she had seen people get and say was nice, this is known as an internal search, Consumer A also saw another female consumer drinking one of the ‘strawberries and cream frappaccino and thought it looked delicious and the pink and white colour combination is very appealing. Evaluation of alternatives Starbucks was chosen from the consumers evoked set (Solomon et al 2010), due to good marketing. Consumer A showed rational behaviour by opting for a drink that is quite filling so that it was less expensive than buying a drink and a separate snack. Consumer A used her prior knowledge of the drinks she had tried from Starbucks and opted for a drink she knew she liked the taste of rather than variety seeking Consumer A finds that the wide range of options in Starbucks means it can be difficult to make a decision, however they allow you to customise your drink which Consumer A likes as you can get exactly as you want. Purchase Consumer A decided on purchasing the strawberries and cream frappaccino. Consumer A enjoyed her experience overall, service was relatively efficient and her drink did not take long. There was low risk and involvement in the purchase, due to its low price (?3.29) and the nature of the product. Consumer A, did however, feel a little panicked when she went to order as you need to stand in the queue to read the menu boards rather than being able to read and decide before joining the queue. This left Consumer A feeling a bit rushed into the decision. Consumer A was offered cream on top, this left them feeling like it was an added extra, leaving them pleased with their purchase. Post-Purchase Consumer A was very pleased with the purchase as it tasted delicious and was very filling. Whilst Starbucks can be perceived to have some overpriced  products, consumer A did not feel like the frappaciano is one of them, so was satisfied, finding it good value for money. However having seen the high calorie content did make it somewhat less enjoyable as it inspires a little bit of post-purchase guilt. Consumer A decided to push aside any feelings of guilt, a manifestation of cognitive dissonance (Arnould et al 2004). Consumer A felt full and no longer thirsty, it had satisfied her sweet craving and so was now in her ideal state. Consumer A will continue to be a regular customer. Consumer A considers what the drink would be if it were a car, animal and person. If the drink were a car it would probably be a convertible, something fun, quite flash and expensive. If the drink were an animal it would be something relatively exotic and colourful, like a bird of paradise. If the drink was a person, they would be very sweet, probably relatively young, vivacious and excitable, possibly flirty. CONSUMER B The group recognise a problem when they decide they want to meet up but need the convenience of somewhere that does not require a reservation. There are several stores offering similar products in the surrounding area, Costa, Starbucks, Pret a Manger and other less branded coffee shops; constructive processing means the decision to go to Starbucks is made rather quickly; the decision was almost automated due to the knowledge of Starbucks’ product range (Solomon et al, 2010). The group perform an internal search to locate a Starbucks within walking distance from their current position. Whilst in line to order consumer B browses the many drinks on the menu considers the possible flavours and quickly decides to purchase a large cup of tea. The tea is chosen as it is consumer B’s favourite hot drink. As the decision to buy tea was made easily by consumer B there was time left to survey the cakes and biscuits on offer while in the queue; consumer B decided to make a hotspot purchase of a cookie to accompany the tea. Consumer B enjoys the purchase of tea and a cookie which cost ?3.70 which  consumer B believes to be competitively priced with rival stores but overpriced in relation to the cost of manufacture however this has not ruined the experience. Overall the experience was a positive one; service was quick, the store was laid out efficiently, staff were friendly, consumer B enjoyed the social aspect that was made possible due to the homely store and the purchase was satisfactory too. Consumer B considers what tea would be if it was a type of car, animal and person and determines, if a car it would be a Volkswagen Golf as it is without significant changes; if an animal it would be a dog or cat as is a lifelong companion; and if a person someone who was comforting, friendly and dependable. Tea has all of these characteristics to consumer B. (Solomon et al, 2010, pg314) CONSUMER C The group recognise a problem as to what time to meet up, as some group members are not nearby the selected Starbucks, and others only have a small amount of time due to work commitments. They decide to meet as soon as possible at a set point (Starbucks Buchanan Galleries) and to purchase their products as soon as they can so that all members can be involved, and the members that need to leave will just order take-away cups. Consumer C knew that they would need to leave for work soon after she had met the group at Starbucks, so their first thought was that it would be ideal to pick up a take-away cup. This is problem recognition (Solomon et al, 2010) in the customer realising they were currently purchasing a product, but would soon need to leave the location where the product is generally consumed. Pre-purchase research had taught them that Starbucks offer a take-away service. Having made this decision, consumer C now considered her options for a drink. Not particularly liking tea or coffee consumer C decides to buy a hot chocolate, and makes it a small as they are not that hungry. As consumer 2 is paying the cashier offers them cream and marshmallows for a small extra price, and so makes a hotspot decision to purchase cream for on top of the hot chocolate. Consumer C enjoyed the purchase of hot chocolate with cream. It was ideal that they could sit and enjoy the drink with the rest of the group, but leave slightly earlier without having to stop drinking their purchase due to the take-away cup. Compared to home-made products was a lot more enjoyable due to extra touches such as cream and the ability to sit with friends in a comfortable and relaxed environment. Consumer C reflects on their experience of the purchase of a hot chocolate for ?3.40. It was more satisfying than home-made products due to the services it comes with, and was an enjoyable experience with friends. If this product was a car Consumer C thinks it would be a Volkswagen Beetle as it is sweet and almost a bit childish. If it was an animal it would be a sloth because it is relaxed and happy. If it was a person it would be a grandmother type figure, as it is used to cheer people up and as an almost comfort-blanket type product. CONSUMER D The consumers decided to meet to discuss group work issues. Upon deciding a meeting place, there were a few options considered by the consumers: a restaurant or a cafe, as they would provide the perfect space and atmosphere in order to carry out the meeting without any major interruptions and would allow them their own space. Most of the group had already eaten lunch as this was around 2pm, so it was then decided that a cafe would be the most suitable place to meet, allowing them to also enjoy a relaxing hot drink and possibly a cake/pastry. Consumer D already had an idea of a place which would offer the group what they required, due to â€Å"Internal information search†. Consumer D regularly visited Starbucks and had never been let down by their services, they had a very positive image of the brand. They also remembered reading â€Å"Find your local Starbucks and visit us in store for your perfect latte!†(Starbucks official website 2012) on their official website, which coincidently happened to be their favourite hot beverage. A short conversation was  undertaken which involved assessing the nearby coffee shops such as Costa coffee and Pret a Manger, (mainly those who were branded, as the knowledge of their products and services were the highest) it was decided that Starbucks was the preferred option by all consumers. Upon arriving at the nearest Starbucks, consumer D already had decided what drink they were going to purchase (a latte) as they had previously enjoyed the same drink many times before and it was their favourite. As consumer D waited in the queue (queues are present nine times out of ten in most Starbucks although that never hindered the experience) they were faced with all of the cakes and sandwiches that the cafe had to offer. Although consumer D had just eaten lunch, they were almost at eye level with their favourite cake and made a rash decision to purchase it as they usually enjoyed it alongside their favourite drink. After ordering, the assistant then asked for consumer D’s name, to place on the order, to give it a personal touch, to make experience somewhat more pleasant. Taking into consideration all the qualities of the drink, the consumer decided that if it was to be compared to a car, it would most resemble an Audi as it was a safe option, it was reliable and not just a regular coffee, it was an upgraded sophisticated version. If the drink was to be compared to a person, it would most resemble a woman/mother in a well-paid occupation as it gives vibes of confidence and sophistication, due to the sharp coffee taste but also an understanding and warming vibe due to milk being the basis of the drink. It was then considered that if the latte was an animal it would be a Persian Cat, mostly due to the similarity of the colours and the cuddly yet classy image that they project. Consumer D was just as impressed as they always were with their Starbucks purchase; they believe that the brand is very consistent with the quality of their products which draws them in as they never have the risk of being disappointed. Although it cost them ?5.25 for a coffee and a cake, it was not grudged as it is now accepted as the norm for all branded coffee shops. Consumer D had also enjoyed the free Wi-fi, as it assisted the group whilst they were enjoying their beverages so they could socialise, discuss and  research all at the same time. Consumer D identified that the purchase was one of low involvement as during the information search, it was limited and not many options were considered; when it came to the purchase, they knew what they wanted to buy, they didn’t have look into any other product – the behaviour was habitual and post purchase, there was little evaluation on the purchase and no research was undertaken. CONSUMER E Prior to the visit to Starbucks, Consumer E was thrilled at the chosen place of purchase. Consumer E is familiar with the American Coffee House and visits regularly. Although Consumer E has been countless times before, this experience was to be different and the trip was to be made with a group of friends who had not spent time with each other before. Consumer E felt wary and anxious about how the group would all get along and how the experience would be. Consumer E was more concerned about the people attending the meeting than actually making the purchase. Consumers E was considering whether to stick with the regular order or try something new to add to the whole ‘new’ experience. Consumer E gathered information from the Starbucks website on what other beverages and snacks they serve to be prepared for meeting. Consumer E had decided on the purchase going to be made, however, before doing so, compared alternatives on the menu by analysing nutrition information. Consumer E then confirmed her choice before the day of the meeting. Friday 15th February was the day the group planned to meet at the Coffee House. Consumer E was running late so felt rushed when arriving. The remainder of the group were already sitting down, chatting, and seemed delighted that Consumer E had finally arrived. After around 5 minutes of brief chat, the group were ready to make their purchase. As everyone made their way to order, Consumer E realised that the firmed choice of hazelnut hot chocolate was not desired any longer. Consumer E had been in such a great rush to get to the meeting that the needs had changed and now craved something cold and refreshing. The queue was terribly long, so Consumer E had plenty of time to evaluate alternatives. When the caramel Frappuccino had been ordered, Consumer E felt no warmth and friendliness from the staff, which is normally the atmosphere created in Starbucks. The staff did ask the  name of the consumer to write on the cup, which is a nice, personal touch. The member of staff questioned whether the consumer would enjoy cream on their beverage or would prefer without. Consumer E agreed to the cream and made the purchase of ?3.29. After making the purchase, Consumer E realised there was no up sell of snacks or biscuits which the felt was disappointing and thought effort was lacking from the staff members. When the drink was ready, it was made aware that it was served in a plastic cup even though the consumer had stated they were sitting in. When arriving back at the table to join the remaining group members, Consumer E felt slightly out of place as the other members were sipping from large, Starbucks stamped mugs. Their experience seemed more homely, warm and comforting whereas Consumer E felt their Frappuccino was over-priced to be served in a plastic cup, with a straw. The consumer understood that the type of drink is slightly different; however, the purchase made should not affect the overall experience of consuming in such a place where expectations are so high. Consumer E felt as though they had been given a take away, and although the beverage was lovely, it would have been more enjoyable if it had been consumed the same way as the other group members; from a mug like you’re sitting at home! Overall, the experience of the purchase was slightly disappointing; however, Consumer E loves the social aspect of Starbucks. If the consumer had the chance to indulge in the atmosphere predicted before the purchase was made, then the outcome may have been different. CONSUMER COMPARISON Problem Recognition The consumers recognised a variety of reasons as to why they made their purchase. Consumer A was thirsty and wanted something quite filling, Consumer B wanted a drink and a snack, Consumer C wanted the convenience of a takeaway cup, Consumer D wanted a drink and was also hungry for a cake, and Consumer E also wanted a drink. All the consumers identified the need  for somewhere convenient and not too expensive to meet. Information Search The consumers used different methods of collecting information. The choice of Starbucks was largely based on all the consumers’ previous experiences and awareness of the brand, showing successful marketing, as all of the consumers noted that they had previously been and it was thought of as an easy and convenient choice. Consumer E, D and A admit to being regular customers, thus illustrating not only their brand loyalty but also how integrated the ‘Starbucks’ brand is within consumers internal search, strong brand recall (Solomon et al 2010). Consumer E also used an external search by looking at the product options prior to their trip, comparing prices and calories. Additionally Consumer D recalled knowledge of one of the brands advertisements on their website. Evaluation of Alternatives The evaluation of alternatives was somewhat unique for each consumer. Consumer E had decided upon their purchase beforehand, Consumer D stuck to her favourite drink, whilst Consumers C, B and A perused the menu and made more impulsive decisions from the extensive menu. Consumer A was relatively price conscious. All the consumers evaluated whether they would enjoy the purchase beforehand and stuck to drinks they had tried before to avoid disappointment. Purchase Consumers had different experiences when making their purchases, despite it being the same staff. Whilst Consumer E was disappointed by the lack of up-sell, Consumer A thought this was a positive aspect of the experience as she felt that being pressured into purchasing more is a turn-off. Whilst Consumers A, C and D were okay with the price, Consumer B thought it slightly overpriced especially in relation to the manufacture cost of her tea; however all the consumers agreed on the enjoying the social aspects of  the Starbucks experience. Post-Purchase Evaluation The consumers post purchase evaluations also differed despite being together in the same Starbucks at the same time. Personal preference would be best identified as the driving force behind why some Consumers were more pleased with their purchases than others. Due to the nature of the products purchased the consumers were able to test the product immediately. Consumer A was pleased with her purchase despite a little post-purchase guilt and experiencing a little post purchase dissonance, Consumer E was left slightly disappointed with their purchase, whilst consumers B, C and D were all satisfied, describing it as a positive experience and purchase. Whilst Consumer E was left unhappy with the fact their frappacciano came in a take away cup, this was seen as a positive for Consumer C, for whom the ease of the plastic cup allowed them not to rush before heading to work commitments. CONCLUSION In conclusion, consumers A, B, C, D, and E, all used the ‘Individual Decision Making Process’ when going about their purchase from Starbucks. Consumers A and purchased their drink through need as well as want, they were thirsty. Consumers C and were more driven by want as they weren’t particularly hungry or thirsty. In the Information search stage, all the consumers followed a relatively similar pattern, due to the high brand awareness of Starbucks and its easy availability. None of the consumers set an exact budget, but all the purchases retailed under ?7. On the whole all the Consumers, except consumer E who expressed a little disappointment, had a positive experience and Consumers E and D are already loyal customers. Therefore they are likely to go back and continue to purchase from Starbucks. The consumers’ decision making processes are somewhat unique and are more complex due to the extensive menu and options available. REFERENCES James R. Bettman, ‘The Decision Maker Who Came in from the Cold’ (presidential address), in Leigh McAllister and Michael Rothschild (eds), Advances in Consumer Research 20 (Provo, U.T.: Association for Consumer Research, 1993): 7-11; John W. Payne, James R. Bettman and Eric J. 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