From your characters point of view Essay Example for Free

From your characters point of view Essay I knew that big Bastard was trouble as soon as I saw him in the office that first day they both arrived on the ranch. When I saw him turned away from me I knew what his sort was like, big guys who thought they owned the place jus cos of their size. An he didnt even answer my question, jus stood there like a big lump staring at me. I knew they was gonna cause trouble. I heard from the other guys that Lennie was a good worker I give him that but he still was odd, never was with the guys always by himself, with George or with that damn pup that Slim gave him. Carlson always said he never said a word unless George was there or if he allowed it, stupid Bastard. I mean I heard things about guys like that who were big and smart but this guy, Lennie, was different altogether he was almost like a child I didnt know he was capable of mangling my hand, let alone kill my wife. But you never know looks can be different than what is genuine, you get to know these things when you see these bastards come work and then leave, you see it all the time. Since Lennie first come to the ranch I had a hunch, and when he did what he did to my hand I knew that he was not only mean but he was dangerous. I never told about my hand before, I know what the other guys on the ranch would say, Me, the bosses son being beat up by some guy who couldnt put two and two together, I Wasnt gonna let em know, I wasnt gonna let my wife know that her husband got beat up by that Bastard. Them only been on the ranch couple o weeks and Slim letting em getting away with it, I wasnt gonna say Nothing. Slim has a way with words, all the guys trust him. So when my hand got busted by Lennie I was real furious, it made me real mad. I was Jus looking for my wife when it began I spose, so she has something to do with it, She is always going off and when Im looking for her I could never find her. Not knowing where your wife is can ruin a man. An people were sayin things about her. Made me wonder I spose so I go looking for her in the barn where it been mentioned she was and Slim said to be in there too. My wife had been looking at Slim for a while so I was mad and made my way to the barn. Slim was there but not my wife, so we have an Argument and it ends up with my hand being busted. I mean whats a guy spose to think when his wife is looking around at the men? An Slim would be what you call a good catch I spose, But that means that he aint no better than me. When I started on him I never thought about what he could do to my hand, he always was so quiet and looked like he could never hurt anything even though he was a big bastard. The look in his eyes when he just grabbed my hand, I had never seen it in a guy before an I wont wanna be seeing it again too soon I can tell ya. I havent seen a guy so mad before, sure I have got a temper I get mad a lot, but this Lennie was just mental. He jus had this look of hate in his eyes, I was angry but for a big guy like that to take advantage of his size is out of order. He had no right to jus do that kind of shit to me. He just took hold of my hand and then crushed it within his own palm, the pain was unbelievable and the other guys jus stood there watchin him do it. Before he fought back I heard George in the background tellin him to do it. I knew they travelled together but I didnt think that that they was that close, I was proven wrong, Lennie always did what George told him to and that time was no exception. His grasp on my hand grew tighter and I was in pain, I couldnt think about anything else but the feeling in my hand, and what I must have looked like to the other guys but then after it got to its worse all I could think about was what would be left of my hand after the big bastard had finished. An If only George hadnt told him to do it, It wouldnt have happened, he still makes me mad the way he is still here working on the ranch with Slim. I could feel the bones in my hand breaking, I never had thought of pain like that before. My hand still is now messed up. Dont think its ever gonna be the same, and neither is he. As soon as I saw him I had it in for him, but after him mangling my hand I wanted revenge. Things werent so good between me and my wife but that was no excuses for her death. The Dumb bastard was out for me too, and he got me, twice. I knew the way he spent all that bloody time with that pup that he was strange, I had warned her about spending time with the guys on the ranch, her being the only woman was dangerous but he was the last guy I woulda thought would take advantage. He never was interested in things like that, he didnt come to town with us ever, and jus stayed in the barn with that pup. I had said for her to stay in the house, but for a woman to do what she is told is something that doesnt happen easily. I spose it was also her fault stupid bitch going where she aint wanted gettin herself into trouble; something was gonna happen sooner or later. The guys was just out in the yard playing horseshoes, I wasnt gonna join in and be humiliated by them all laughing at my hand. I jus sat down an watched didnt know what was going on else where. The next thing I know old candy is calling from outside the barn saying for us to come quick. She was jus there face down on the straw, I had never seen her be so still. But then I thought and knew what had happened, me an Slim rushed up to her and Slim jus said she was dead. I knew at once that the big bastard had been in there with that damn pup. I knew it was him form the start, he couldnt help himself, He wanted to make trouble and this was the last time I was going to be humiliated he had gone one way too far. I wasnt disturbed by her death really bad, I was jus mad with the Bastard I knew it was him an I was gonna do something about it. Carlson knew it was him too, an I could see it in Georges eyes that he also knew what was going on. I wasnt gonna let Lennie get away with it either. My wife was a slow bitch but it was Lennie who took her life and he wasnt gonna get out of this one by the other guys keeping em Quiet. I had done that already once, when I could have got him canned, but I didnt for my pride now he had the life of my wife. But George was his friend, regardless of this he still went looking for him. I was suspicious though, I mean they travelled together and how did I know that he wasnt gonna help Lennie get away and escape. But I Spose the dumb bastard wouldnt make it on his own without some other guy helping him out or getting him outa shit. When me and the guys saw Lennie lying on the floor next to George I was livid, I hadnt killed the crazy Bastard myself, I was gonna make him suffer the way I had. I dont know everything that went on but what I do know is that Lennie was to blame for the death of my wife and my hand was never gonna be the same cos of him being a crazy Bastard. I could see that they were gonna mess things up, an I was right.

The Planning And Scheduling Of Maintenance Construction Essay

The Planning And Scheduling Of Maintenance Construction Essay Building with safety place is an asset that people need to occupy either for shelter or work. It is important to maintain the building in order to ensure that there is no depreciate value of building. British Standard (8210) defines a building is an asset which needs to maintained so that the value of building not depreciate. As an owner or tenant, we must realize that building is important asset for us to keep it in a good condition to prevent any effect that can cause damage or failure on the building. Any damage occurs on the building must do the maintenance work in order to avoid the critical damage occur on the building. The small damage will need less money rather than critical damage. So that, owner or tenants should call the maintenance contractor to carry out the maintenance work on their building. Maintenance as the combination of all technical and administrative action to retain it, restore it so that it can perform as required (British Standard, 8210). Other than that, Building Standard (3811) defines the maintenance as a work that carry out the restoration of every part of building and its contents with compliance with standard. Servicing, rectification and replacement are separate components in maintenance (F.C. Harper, 1969). Servicing work is done regular interval or sometimes day-to-day maintenance. Rectification work usually occurs at early life of the building that may reduce cost of maintenance. Replacement work is done for building with physical breakdown of materials or element. British Standard (3811) subdivides maintenance into two which are planned and unplanned maintenance. Planned maintenance comprises planned preventive maintenance and planned corrective maintenance which are having different definition among them. Planned preventive maintenance means work which carried out to prevent the failure of item or facility within the expected life of facility meanwhile planned corrective maintenance means work carried to restore the items or facility that failure to bring it back operation. Nick Robinson (1982) explain maintenance should be shown to give value for money like anything else, and many maintenance plans can be improved through closer control. The maintenance should be control at the beginning with less cost without to use more money if not maintain it next. 2.0 ORGANISING MAINTENANCE WORK Failure building will need restoration from expertise person such as maintenance contractor who working for profit and direct labour who absence of profit motive in order to keep the building as at the original state. Ivor H.Seeley (1976) explain maintenance work can be undertaken by contractors, direct labour forces or a combination of both systems and the decision may be based on a number of criteria. Both type of labour have a cost to employ them. The cost of direct labour is from wages and materials such as administrative overheads such as labour oncosts, and associated clerical, travelling and supervisory costs, and depot costs meanwhile the cost for employing contractor are contractors charges plus administrative overheads, such as inviting and comparing tenders, drawing up contracts, work supervision and checking invoices (Ivor H.Seeley, 1976). Bampton (1967) said it may be preferable to confine direct labour to little more than emergency and scheduled maintenance, and to use contractors for the seasonal, major and specialist work. 2.1 Maintenance Organization Organisation can mean an organization or a firm or enterprise of some kind or it can mean the process of getting something organised. It is important for the maintenance manager to make sure that the maintenance work are done efficiently in order to keep everyone feel happy. So that, to get the efficient work, maintenance manager should organized the maintenance work in their department in order to ensure that they can meet tenants need and their objectives. There is only one manager can carried maintenance organization in one department. Poor organization work such as planning of work will result poor maintenance work. Maintenance manager is important to apply the management function in department to achieve their goal. There are four managerial functions which are planning, organizing, leading and controlling. Successful organization is important to ensure that the staffs will their work respectively. Maintenance staff must know what work is approved, what parts have arrived and wh ere parts are located to keep everything run smoothly. It is important to record who the maintenance worked after the task is complete. Nick Robinson (1982) said all maintenance managers operate from a maintenance plan whether it be a manually operated of resources available, or sophisticated computerized setup. It is the duty of maintenance management to plan the maintenance plan which means the organization of maintenance within an agreed policy. In order to achieve the maintenance objective, maintenance manager should ensure that the maintenance work will follow the statement in maintenance policy as well as a guide for maintenance management for make decision making. 2.2 The Planning and Scheduling of Maintenance Maintenance planning and scheduling is types of plan of organization to organize their department for maintenance work. Chris Hykin (n.d.) explains planning and scheduling is a disciplined approach for utilize the existence of maintenance resources in order to reduce time and production costs. Richard D. Palmer (2007) explain the maintenance system is an effective if there are effort applied to eliminate in every case the cause of lost production due to equipment failure or to maximize equipment effectiveness. Richard also considers that proper maintenance planning and scheduling will achieve the organization goal. The most efficient way for achieving this goal is to plan proper maintenance scheduling and planning because it will contribute to reduce the maintenance cost due to scheduling the work to be done. Besides that, by maintenance planning and scheduling, it will increase the use of maintenance workforce then will reduce delays and interruptions. By adopting the best methods a nd appoint the qualified workers may improve the quality of maintenance work. Umar M. Al-Turki (2009) explain an effective planning and scheduling will contributes the quality of maintenance work by adopting the best methods, procedures and assigning the most qualified crafts for the job. 2.2.1 Planning Planning is the process whereby the manager set up the decision for the future and the action taken to achieve that future decision. Normally, at planning stage, maintenance manager will create or plan the company goal such as to achieve the tenant satisfaction. During planning also maintenance manager will plan the actions need to be taken to achieve the goal such as provide service for tenants property with a minimum time. According to Umar M. Al-Turki (2009), the process of planning can be divided into three basic levels which depending on the planning horizon which are Long range planning, Medium range planning, and Short range planning. Long range planning It is the planning process that covers a period of several years. This long range planning normally empowers maintenance planners to access essential information in real time, analyze inputs and scenarios, and highlight areas of concern. Plan progress can be easily tracked across the organization and dynamically updated in response to sudden changes or opportunities. Medium range planning It is normally covers a period of one month to 1 year. Umar M. Al Turki (2009) said minimum range plan is the plan which specify how the operation of maintenance force and it will provides details for construction jobs, major overhauls, plant shutdowns, preventive maintenance plans, and vacation planning. For medium range planning, maintenance management should plan with aim to prepare more the maintenance work. Umar M. Al Turki (2009) explain the medium range planning process is coupled with a scheduling process which is considered long range scheduling known as the master schedule due to the maintenance work including the routine and preventive maintenance. Short range planning It is the planning process that concerns periods of 1 day to 1 week. Short range planning will determine the elements required in order performing task and it is prepare once starting to execute the work. 2.2.2 Scheduling Any works that intend to make in order or sequences will put in schedule so that the work will planned together in sequence. There are three levels of maintenance schedule that can be prepared which are long-range (master) schedule, weekly schedule, and daily schedule. Maintenance manager will prepare scheduling to guide or planned for their staff to do the maintenance work. The preventive maintenance are done by follow the schedule to prevent the major damage occur on the building. Long-Range (master) schedule is work schedule for major maintenance work that cover period of three months to one year. Normally the master schedule is planned for long term demand of maintenance work with available resources. Along this period, the maintenance manager will identified the spare parts and ordering material in advance. Meanwhile, weekly schedule is maintenance work that covers in 1 week and it is normally generated from master schedule. Weekly schedule will prepare for the current week and it is allow 10% to 15% of workforce available for emergency work. Daily schedule are prepared by covering 1 day and its normally generated from weekly schedule. Maintenance manager will prepare it the day before. 2.3 Classify of Maintenance Work People will call maintenance manager if there are problem occur in their building and maintenance staff have their liability to maintain the owners or tenants building in good condition. There are three classification of maintenance work which are corrective, preventive, and modification. Maintenance manager will classify the maintenance work according to the three categorized either the maintenance are corrective maintenance or preventive maintenance, or modification maintenance. First of all, maintenance manager will define that the damage or failure of building is emergency to do maintenance due to major damage and it will interrupt the operation so that maintenance manager will appoint contractor maintenance to do the corrective maintenance as soon as possible because it also may damage the occupier of building. Besides that, for the preventive maintenance work, maintenance manager will plan or make schedule at early stage of building design the routines work that should carried out by contractor maintenance or direct labour daily or weekly such as any services on the machine. Other than that, the modification maintenance will be carried out depend on eliminating the cause of repeated breakdowns. 2.4 Recording of Information Any information regarding details of property owner or tenant and any details regarding repairs work done should record by maintenance manager. Ivor H.Seeley (1976) explain recording of information concerning properties and repairs is best undertaken on a card system providing ready means of communication by means of a computer. The records are sometimes described as a property register. The information that recorded should include the tenants and owner details to ease contractor maintenance do their routine services for preventive maintenance. Tenants who want make any complaint should issues notice to maintenance department so that contractor maintenance can do the corrective work as soon as possible. 2.5 Execution of Maintenance Work Once the property or building had detected any damage, the maintenance work then executed. The maintenance manager who want to contract out the maintenance work to outsource contractor will prepared open tender in order to select the best tender and contractors whose expertise in such field will choices. Normally the contractors will interview their report. The maintenance contractor will appoint their staff or subcontractors to run maintenance services and the services provided are based on anything statement that state in contract or maintenance policy. Normally the more urgent task will be maintain or assessed first and it will divided into those need to be done in the current year, in the next five years and the next ten years (Gurjit Singh, TT). 2.5.1 Work in Progress Once work has start, tenant will sign the contract and then the contract will keep in safety place like drawer. The contract should easy to find if any case happen. Any work done on site should compliance with the corrected contract. Figures 2 represent the flow of maintenance work is carried out. Supervision Brian Wood (2009) explains supervision is a management activity carried out to ensure that the work intended is carried out correctly and expeditiously. The supervision activity is normally will conducted by maintenance contractor that had skill to practice. Inspection The inspection work is conduct at the planning stage which is during the establishment of standard, manager should differentiate between acceptable and unacceptable work. Manager should inspect and ensure that the work which not in conformity with contract must be removed due to the re-doing of work may take time. So that, the work must be check regularly to ensure work done compliance with contract and the inspection work normally will carry out at periodically. Payments Normally the payment will be made on the work that has been done by someone. The allowance payment that specify in form of contract will made to contractor at interval for the work done by them. According to Brian Wood (2009), the contract should specify the time at which interim payments will become due and the basis on which the amounts of such payments are to be determined. Feedback Brian Wood (2009) said often all parties involve client, contractor and all others are so pleased when a building is completed that they forget to assess how well things went and how they could be done better next time. They are no alert what the condition of their building is until big damage occurs. There are also no good communication among contractor and client without recognize that they will need each other soon and continuing relationship. Figure 2 Executing building maintenance Sources: Brian Wood, Department Of Real Estate and Construction School of the Built Envirinment Oxford Brookes University Does contract continue? On complete satisfaction, confirm arrangements for notification and rectification of defects. Issue Certificate of Practical Completion Ensure satisfactory correction of all defects-take possession of any certificates and all user manuals Discuss, agree and put in hand arrangements for continuing recording, review and repair of defects Time to end contract? If possible extricate yourself as smoothly as possible. Likely to be an expensive option to break the contract-if possible try to re-establish smooth working relationship Make periodic payments as appropriate per tender contract Candid discussion with supervisor (do not approach operatives) agree new arrangements CONCLUSION From the explanation, it can be concluded that organizing maintenance work are important to ensure that the maintenance work are carry out in order. The good planning will provide the best and efficient maintenance work. Contractor maintenance or direct labour will appointed by maintenance manager to carried out maintenance work. The works done by contractor or direct labour will paid by maintenance manager as specified in contract that had been sign by both parties. Maintenance work will carried out based on scheduling that had been planned by manager. The planning maintenance comprise three basic levels of planning maintenance which are long range planning, medium range planning, and short range planning. After the planning was set up, the action to be taken will classified to different type of maintenance which comprise corrective, preventive and modification. Preventive maintenance should apply according to scheduling to prevent the building failure. Normally minor service will c arry out interval either per day, or per week. Major services will carry out per year. Manager should inspect and ensure that the work which not in conformity with contract must be removed due to the re-doing of work may take time. Lastly, Maintenance manager is responsible to keep information details about tenants property well to easy work by contractor maintenance. The good communication also encouraged between client and contractor maintenance due to they will need each other in future.

Great Literature - Some Things Never Change :: Literature Essays Literary Criticism

Great Literature - Some Things Never Change Great literature is a book or piece of literature that passes through the ages and allows the reader to identify with the characters. Another element that makes great literature are morals that fit with each passing generation. The last element of great literature is heroism. An example of literature that passes through the ages is Catcher in the Rye by J. D. Salinger. By not attaching current stereotypes and standards to characters, Holden Caulfield is a timeless character. Each generation that has read the book has been able to identify with his antics. Lashing out at his teachers and assuming sundry identities to fit in is a common thing among adolescents. Writing about problems that regular people encounter is another way literature goes from one generation to the next. The Adventures of Huckleberry Finn by Mark Twain is a boy's struggle against society's standards. Most young men rebel against society and any form of authority. Running away from home and problems is a thought most adolescents consider. Morals that pass from one generation to another are important in literature. A literary example is The Scarlet Letter by Hawthorne. Most of the morals contained in the book are religious. Being faithful to a spouse has always been an important moral, especially in Puritan New England where adultery was considered as heinous as murder. Even thought adulterous spouses aren't looked down upon now as severely as in Puritan New England, it is one thing that is still taught consistently in church and in the home as being bad. Another literary example is The Odyssey by Homer. More heroic and hardworking morals are presented in the epic poem. Work hard and you will obtain what you want or desire and good will always triumph over evil are the main morals in the epic poem. The last element that makes great literature is heroism. Although the character may be fighting ancient gods, demons, monsters, or his or her own destiny, a reader is able to scale down the size of the fight and apply it to his or her life.

To Ill :: essays research papers

"Shoot all the blue jays you want, if you can hit ‘em, but remember it’s a sin to kill a mockingbird." Lee says that it is a sin to kill a mockingbird because they only make music for people to enjoy, and they do no damage to anything such as other birds do. Lee is right the mockingbird dose nothing wrong, such as the mockingbirds in the book. They never do anything wrong, but they sometimes are misunderstood and considered bad by other people. Boo is one of the mockingbirds in the book. He only gives to the children. He gives them many different things through the knothole in the tree. Boo also gives the children a game to play during the day, "Boo Radley." Later Boo gives them the most important thing of all, their lives. He is also a mockingbird in another way, when Scout falls out of the tire he gives them his music, laughter. At the end of the book Boo ends up going back into his house never to be seen again by Scout. He did this because he was a mockingbird caged up for a long time and was not ready to be free. The solution for him was to go back to his cage that he knew and was safe. The other mockingbird is Tom Robinson because he does not do anything wrong. He was a very nice man, he would do things for people if they needed something done that they could not do themselves. An example of this is when he helps Mayella and refused to accept the money that she offered him. The difference between him and Boo is that even though he did not do anything wrong he was still found guilty of a crime that he probably did not commit. The reason that Tom was convicted is mainly because he was a back man accused of a crime by a white woman. The common thing that both of these characters share is that they are both somehow connected to Bob Ewell. Boo is connected to him because Boo killed him when he attacked the children. Tom is connected to Bob because Bob is the main reason that Tom was tried and found guilty in the first place. This common connection to Bob connects Boo and Tom because the reason that Bob attacked the children was because he wanted to get back at the rest of the world for what it did to him.

I Never Promised You a Rose Garden by Joanne Greenberg Essay examples -

"I Never Promised You a Rose Garden" by Joanne Greenberg Schizophrenia has long been a devastating mental illness and only recently have we begun to see an improvement in our capabilities to treat this disorder. The development of neuroleptics such as, Haldol, Risperidal, and Zyprexa have given psychiatrists, psychologists and their patients great hope in the battle against this mental disease. However, during the 1960s, drugs were not available and psychologists relied upon psychotherapy in order to treat patients. I Never Promised You a Rose Garden, is a description of a sixteen-year-old girl's battle with schizophrenia, in the 1960s. Deborah Blau’s illness spanned three years, in which she spent her life in a mental institution. The book itself is a semi-autobiographical account of Joanne Greenberg’s experiences in a mental hospital during her own bout with schizophrenia. She presents her experiences by relating them to Deborah. The novel was written to help fight the stigmatisms and prejudices held against mental illness. In the late 1960s, reactions to mental illness generally fell between two polarized attitudes. One, popular with the counterculture generation, romanticized mental illness as an altered state of consciousness that was rich in artistic, creative inspiration. The protagonist of this myth was the tortured artist who poured out his or her soul in writing or art between periods of mental breakdown; Sylvia Plath, Vincent Van Gogh, and Virginia Woolf are only a few such individuals whose artistry is practically inseparable from the idealized myths of their mental instability. Often their periods of mental breakdown were a source of inspiration, but before one romanticizes their mental illnesses, it necessary to remember that all three committed suicide. On the other end of the spectrum, mental illness was stigmatized as a weakness or fatal flaw on the part of the sufferer. Even today, many uninformed people regard mental illness as a stigmatized condition, shrouded in shameful secrecy and negative stereotypes, to be described with frightening or belittling euphemisms. In the late 1960s, when Greenberg's novel was published, mental illness was even more misunderstood and feared. The reading public had absorbed centuries of inaccurate information about mental illness, all based on prejudice, ignorance, and fear. Because of he... ... is sufficient to treat schizophrenia. Still, these new findings certainly do not invalidate the importance of empathy and understanding in the treatment of schizophrenia. Greenberg's desire to garner sympathy, respect, and understanding for sufferers of mental illness is still a valid concern, and her novel remains valuable as a sympathetic portrayal of mental illness. Although this novel uses outdated treatment methods, it does succeed in allowing the reader to see into the mind of a mentally ill person. Greenberg portrays the problem of mental illness from different perspectives. She details Jacob and Esther Blau's struggle with self-doubt, blame, and the stigma of their daughter's sickness. The novel also portrays the difficult, stressful work required of the medical professionals and the staff who work with mentally ill patients. However, most importantly, Greenberg portrays the experience of mental illness from the patient's point of view. Struggling with mental illness is not glamorous or easy. The road to recovery is lined with setbacks, doubt, and fear. It takes a great deal of courage and perseverance on Deborah's part to face her illness and fight it through treatment.

Psychology of Colour

Australian Journal of Basic and Applied Sciences, 5(12): 215-219, 2011 ISSN 1991-8178 Psychology of Colors and Architectural Facade and Interior Color Selection 1 1 Saeid Rahmatabadi, 2Dr. Siavash Teimouri and 3Dr. Feridoun Nahidi Azar 2 Department of Architecture, Islamic Azad University, Borujerd Branch, Borujerd, Iran. Department of Architecture Science And Research Branch Islamic Azad University Arak Branch, Arak, Iran. 3 Department of Architecture, Islamic Azad University, Shabestar Branch, Shabestar, Iran.Abstract: The first section of this paper discusses many effects that specific colors have on human minds and how they can be applied to interior architecture and design. The focus of this research Pertains specifically to restaurants. Most of this research comes from studies of warm and cool colors. Though they have opposite effects on human minds, combining them can create comfortable atmospheres and settings. The second section of this study is to research the human’ s color selection of the architectural facade.As a result, Ratio of the color selecting has the tendency when surrounding color’s tone and selecting one are same. Degree of consideration in surrounding and Degree of harmony after color selecting have the tendency which is relation in the Saturation. Difficulty in the color selecting is in the brightness. There seems to be a different tendency between light tone and any others in Degree of consideration in surrounding and Satisfaction after color selection. Key words: Color Selecting , Architectural Facade, human mind, warm and cool colors. INTRODUCTIONWhen designing a restaurant, there are many things to consider besides the food that is served there. Customers should be able to enjoy the atmosphere almost as much as they enjoy the food in order for the restaurant to be successful. The flow of the floor plan is important because when a place is too crowded or hard to maneuver, customers may not be as comfortable as they could be. In addition to the floor plan, the colors used on the interior affect the successfulness of a restaurant because they can directly influence a person’s desire to eat. Fig. 1: Warm and Cool Color.In general there are two ways to classify colors, warm and cool. Figure 1 gives a visual description of these two groups and physically separates the two. However, aside from the visual differences, there are psychological traits associated with each group as well. Warm colors are defined as being bold and energetic, and they have the tendency to advance in space. This characteristic has both positive and negative effects because while using them can make something stand out, too much of them can be overwhelming in a sense that it drowns out the other colors. Cool colors are soothing and have a tendency to recede.They are good to use with things that are meant to be located in the background and they can make the space that they are used in seem bigger than it really is. (Nichols on, 2002). Corresponding Author: Saeid Rahmatabadi, Department of Architecture, Islamic Azad University, Borujerd Branch, Borujerd, Iran. E-mail: [email  protected] com 215 Aust. J. Basic & Appl. Sci. , 5(12): 215-219, 2011 Fig. 2: Warm Color. Out of the seven hues that make up our visible range of color, red, orange, yellow, and some shades of green are considered to be the warm colors, as shown in Figure 2.The warm colors cause an increase in heart rate, respiration, and blood pressure because it has a stimulating effect on the nervous system. (Meola, 2005) Due to the size of its wavelength, Red is the most warm color and has the strongest effects on the human mind. It increases enthusiasm, encourages action, and is often associated with desire. The color orange shares some of the same characteristics as red but without the intensity. It stimulates activity, appetite, and encourages socialization. Yellow encourages communication, activates memory, instills optimism and influence s creative thoughts. Nicholson, 2002; Smith, 2008). While warm color can gain the attention of a human mind much quicker than a cool color, the characteristics of cool colors are just as important to consider. Fig. 3: Cool Color. The green, blue, indigo, and violet hues from our visible range of color are considered to be the cool colors, as shown in Figure 3. They have the opposite effect of warm colors and lower the heart rate, respiration, and blood pressure because they affect the parasympathetic branch of the nervous system. (Meola, 2005).The parasympathetic branch opposes physiological effects of the sympathetic nervous system by stimulating digestive secretions, slowing the heart, constricting the pupils, and dilates blood vessels. (â€Å"Parasympathetic†). Because green is often associated with nature, it has a soothing, peaceful, and calming effect on the human mind. 216 Aust. J. Basic & Appl. Sci. , 5(12): 215-219, 2011 It helps to get rid of nervousness and anxiety and brings on a sense of renewal and self-control. Blue and indigo also calm and sedate the mind, but they have a tendency to lower body temperature and reduce appetite.Violet is a balance between the warm nature of red and the cool nature of blue. It causes the mind to feel calm, yet uplifted and inspired through creativity at the same time. (Nicholson, 2002; Smith, 2008). There are a few more â€Å"colors† that don’t exactly fit in the categories of warm or cool. Brown gives people a sense of stability and orderliness. Gray can cause people to feel unsettled. The human mind associates white with cleanliness and mental clarity, while black brings a feeling of emptiness but represents potential and possibility. Nicholson, 2002; Smith, 2008) In combination with the warm and cool colors, these extras can be used to create a well balanced atmosphere that benefits multiple types of people at one time. The mental effects caused by color choices are important to consider wh en designing the interior of a restaurant. Since orange stimulates appetite, it would be a smart idea to some shade of it in the dining area of the restaurant. Brown could act as a good accent color because it would help to create an order and flow within the restaurant. In the kitchen area, yellow would be a smart hoice because there needs to be good communication, coming up with new recipes requires creativity, in any business there are times when optimism is needed, and there is so much going on that a good memory is beneficial. White accents would help because they make the kitchen space seem bigger and maintain and air of stability and cleanliness. In all the areas where high energy and activity is expected, warm colors are ideal to use. Red probably would invoke too much excitement, and things could easily get uncomfortable and out of control.On the other hand, in waiting and bathroom areas people should feel calm and relaxed. This is where the cool colors can be used to count er the effects of the warm colors used in the other areas. The use of different types of colors when going from room to room help in maintaining a flow because people have to transition from one frame of mind to another. If customers are comfortable and excited with anticipation to enjoy the food, then the restaurant will be successful. By choosing the right colors to paint the interior of a restaurant, it is possible to make them feel that way.Architectural Facade color selection: Background: In some areas , there is a guidance of architectural facade color to change the base-color that developers should followed. But the problem is that in the guidance still remained the lack of harmonious color called â€Å"color pollution†. In this section, the fact regarding what emotions a human has against the facade is strongly debatable. The purpose of this study is to research the human’s color selection of the architectural facade. Degree of Consideration in Surrounding (fig 4): †¢ Light tone has a tendency of consideration in favorite ?On the other hand, dark, pale, medium grayish and dark grayish tones have a tendency of consideration in surrounding. Fig. 4: Degree of consideration of Surrounding. Degree of Harmony After Color Selecting (fig 5): ? Light tones have more of a tendency of disharmony than dark, pale, medium grayish and dark grayish tones. 217 Aust. J. Basic & Appl. Sci. , 5(12): 215-219, 2011 Fig. 5: Degree of harmony after color selecting. Degree of According In Imagination Between Before Color Selecting and The After (fig 6): ?Light and moderate tones have a tendency of discord in imagination in the surrounding color’s tones. Fig. 6: Degree of according in imagination before color selecting and the after. Degree of Difficulty In Color Selecting (fig 7): †¢Dark and dark grayish tones have a tendency of easier color selecting than the rest of surrounding’s Tones. Fig. 7: Degree of difficulty in color selecting. De gree of Satisfaction After Color Selecting (fig 8): †¢ Light tones have more of a tendency of dissatisfaction after color selecting than deep, dark and dark grayish tones. Fig. 8: Degree of satisfaction after color selecting.RESULT AND DISCUSSION our visible range of color, red, orange, yellow, and some shades of green are considered to be the warm colors. The warm colors cause an increase in heart rate, respiration, and blood pressure because it has a 218 Aust. J. Basic & Appl. Sci. , 5(12): 215-219, 2011 stimulating effect on the nervous system. The green, blue, indigo, and violet hues from our visible range of color are considered to be the cool colors. They have the opposite effect of warm colors and lower the heart rate, respiration, and blood pressure because they affect the parasympathetic branch of the nervous system.As a result of the experiment, when color selecting of architectural facade takes into consideration surroundings, it is expected that chrome relates the e valuation of â€Å"Degree of consideration in surrounding† and â€Å"Degree of harmony after color selecting†, These seem to relate to the previous study to term of saturation being an important factor in the harmony or necessity of legal control and selecting low saturation color for the townscape where it has the composure or feels good sense. It is expected that brightness in each same saturation level relates to the evaluation of â€Å"Difficulty in the color selection†.We need to verify that result in the different experimental condition. It was shown that different tendency between light tone and any others in â€Å"Degree of consideration in surrounding† orâ€Å"Satisfaction after color selection†. REFERENCES Briana Allen, The Effects of Color on the Human Mind, Interior Architecture January 17, 2007. Don Kemp, D R Brasher Design Firm. Inagaki, 2000. A Study on Evaluation of Exterior Colors of Buildings with Effects of Colors of Foreground. Buildings, J. , Archi, Plann, 2000. Environ. Eng. Aij, No. 531: 9-15. Inagaki, 1993.An Experimental Study on Color Evaluation of Townscape Intending for Its Improvement. Archi, J. , Plann, 1993. Environ. Eng. Aij, No. 451: 29-39. Nicholson, Mary, 2002. â€Å"Lesson 8: Warm and Cool Colors. † Graphic Design. Bloomsburg University. 15 Jan. 2008. Meola, Kalyan, V. , 2005. â€Å"The Psychology of Color. † Hohonu. University of Hawaii. At Hilo Hawaii Community College. 17 Dec. 2007. Sakahara, 1999. An Color Choice on an Imagination of Townscape Part 1 ; A Research of a Color Choice with a Color Chart and a Relative Frequency on Top 20 Colors, Journal of the Color Science Association of Japan, 23(4): 225-231.Yosuke Yoshizawa, Haruo Hibino, Shinichi Koyama, 2008. Color Selection of Architectural Facade Taking into Consideration Surrounding Environment in Japan â€Å"Cool and Soothing Colors. † Chart. Lowes. . . . â€Å"Parasympathetic. † Def. 1,2. Dictionary. Co m. 16 Jan. 2008. . Smith, Kate, 2008. â€Å"Color: Meaning, Symbolism & Psychology. † Squidoo. Jan. 2008 . â€Å"Warm and Cozy Colors, 2008. † Chart. Lowes. . â€Å"Warn and Cool Colors, 2008. † Chart. 219

Csr and Consumer

The impact of perceived CSR initiatives on consumer’s buying behaviour: An empirical study Abu Bashar, Assistant Professor, Institute of Management Studies, Dehradun. ABSTRACT Although research into CSR and consumer behavior is still relatively young, there exists a growing interest in studying the links between CSR and marketing. The Indian consumers are now well aware that, in pursuing their business endeavors, companies now have to show more responsibility towards society and the environment where they are operating and at the same time do managers increasingly see CSR as a marketing tool to help create a competitive advantage.But what is the actual impact of companies’ engagement in CSR on consumer behavior? The consumers are getting more aware of the corporation involved in corporate social responsibility (CSR) through better education and the increased influence of the media. The companies up to a certain extent has already been realized that their socially respon sible behaviour have a direct impact on the consumer buying behaviour. In this research paper effort has been employed to investigate that how consumers are considering corporation’s CSR initiatives at the time of deciding on their purchase decision of products and services.For measuring CSR economic, legal, ethical and philanthropic variables have been considered from Carroll's definition. A random stratified sample of 250 respondents have been considered, the data have been collected with the help of structured questionnaire. After the data collection appropriate statistical data analysis was performed in the software program SPSS. Results confirm a positive relationship between perceived CSR activities and consumer buying behaviour. Keywords: corporate social responsibility, consumer behaviour, Philanthropy, Consumer buying behaviour. 1. IntroductionMultinational corporations first introduced the term stakeholder in the late 1960’s. Stakeholders were described as th ose who were in any way affected by the corporations’ activities. Soon thereafter, the term â€Å"corporate social responsibility† came into common use. The goal of corporate social responsibility (CSR) is to take responsibility for all the company’s actions and to have a positive impact on its environment, communities, employees, consumers and all other stakeholders (Freeman et al. , 2010). The European Commission (2011) defines CSR as â€Å"the responsibility of enterprises for their impacts on society†.More specifically, the responsibility of corporations includes the integration of social, environmental and ethical issues as well as human rights and consumer concerns, into their business operations and core strategy in close collaboration with their stakeholders. In research literature, CSR is defined as â€Å"a business organization’s configuration of principles of social responsibility, processes of social responsiveness, and policies, progr ams, and observable outcomes as they relate to the firm’s societal relationships† (Wood, 1991:693).In their opinion, the free market in that sense contributes to society by realizing this prosperity and therefore does not have any other obligations in that matter. However, on the other side of the spectrum the free market is viewed as inhibiting human freedom (e. g. through child labor) and as the root cause of economic and cultural imperialism in many developing countries. CSR is also seen as a way to attempt to be one step ahead of governmental interference, in order to avoid any kind of legislative restrictions or reprimands.Additionally, CSR is regarded as being used merely as a marketing tool, which introduces concerns about hypocrisy. As with many ethical issues, a great amount of organizations operate in the broad space in between these extremes, and the topic remains subject to continuous discussion (Friedman, 1970). One of the most important stakeholder groups is the consumer, and as Creyer and Ross (1997) confirmed; customers do indeed expect socially responsible behavior from companies. More interestingly, customers are willing to reward this behavior.It is no surprise that a steadily growing group of consumers pro-actively look for companies with ‘sustainable’ products and production methods. This new type of consumer is subject to an increasing amount of research by social and economic scientists, and characterized as ‘sophisticated’ and ‘environmentally and socially conscious’ (Forster, 2007). Corporations that do not equip themselves with CSR activities will often be left behind with the increasing global competition and borderless markets, and international corporations with sound CSR activities grow stronger (Altman, 2007).As the education level increases, consumers are made more aware of the need for pro social corporate behaviour. A lot of work has been done in Western countries to identify an organization’s behaviour regarding consumer purchasing decisions. However, not many studies have been conducted in emerging markets, such as India. CSR activities should enhance a corporation's image. This paper aims to examine the influence of perceived CSR initiatives on the buying behaviour of Indian consumers.We are interested in exploring whether consumers in India consider organisations' CSR issues before associating themselves with organisations’ products and services. Apart from that, this study also aims to identify the awareness level of Indian consumers towards CSR. The results of this study will also be useful for business organisations in understanding the consumers' priority for the CSR activities that they should be engaging in, and it will contribute to the existing literature. The remainder of this paper is structured as follows.The next section will discuss the literature review. The third section will explain on the methodology used. The findings and discussion will be presented in the fourth section and will be followed by conclusions and implications in the final section. 2. Scope of the study The scope of the study has been limited to CSR initiatives of corporate and consumer buying behaviour only. The study has been confined to Delhi & NCR region as this area has greater number of top notch corporations 3. Objectives 1. To study and analyze the current CSR practices being employed by corporations in India. . To find out the level of awareness of consumer about CSR 3. To find out the relation and impact of corporation’s CSR initiatives on consumer buying decisions 4. Research Methodology The study is based on descriptive research design. A structured questionnaire has been designed, to know the level of awareness and impact of corporation’s CSR initiatives on their buying decisions. The questionnaire consists of three major sections. The first section gathers information on consumers’ awareness towar ds corporate social responsibility (CSR).This section covers some general questions to obtain the respondent's understanding of the term CSR, which indicates the ability of the respondent to complete the rest of the questionnaire. The respondents who indicated having no knowledge in CSR were not included in the data analysis. Second section covers questions on consumer buying behaviour towards CSR initiatives by the business organisations. The statements were divided into four subsections based on Carroll's pyramid of CSR, which include economic, legal, ethical and philanthropic responsibilities.While third section designed to gather demographic information of the respondents such as gender, age, education level and monthly income level. Section A and Section C were designed using nominal scales, whereas Section B was designed using a five-point Likert scale ranging from â€Å"1† for â€Å"strongly disagree† to â€Å"5† for â€Å"strongly agree†. Cronbach 's Alpha coefficient was used to evaluate the reliability of the measures. The Cronbach's Alpha coefficient for the four independent variables and one dependent variable was 0. 59. The survey was conducted in Delhi & NCR; responses of 250 respondents were collected. We targeted respondents who are seems to be conscious buyer and hence the sampling technique is non-probability convenience sampling. For visual representation of finding and results bar charts, pie charts and tables etc. ahs been used. 5. Review of literature During the 21th century, the focus of the environmental aspect of CSR grew even stronger and society’s increased interest regarding environmental issues put new light on CSR.Hence, even higher pressure was put on corporations and their initiatives for support of the environment. This can be seen in the European Commission’s CSR-report from 2002, in which CSR is described to have a close relationship between companies and societies to tackle both socia l and environmental concerns: â€Å"CSR is a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis.In their latest definition, the European Commission (2011) explains CSR as â€Å"the responsibility of enterprises for their impacts on society†. Another trend emerging in the 21th century was the focus of CSR from a consumer perspective. The fact that corporations started to work and participate actively in projects regarding CSR predictably woke up an interest also among consumers. Researchers were then eager to find out whether CSR activities had any influence on consumers or not, and if so, in what way and to what extent. In 2001, Mohr et al. tudied the relationship between CSR and consumers’ buying behavior. The results of the study showed that the majority of the respondents were in general positively disposed towards social responsible firms and moreo ver expected firms to be highly active within CSR. Furthermore, the results revealed that a small majority of the respondents did not really think about basing their purchase behavior on CSR or did it only sometimes, even if CSR as a buying criterion didn’t play much of a role in the decision processes or purchase behavior.However, 39% of the respondents were basing some or much of their purchasing on CSR (Mohr et al. , 2001). In 2005, Becker-Olsen and Hill contributed with two studies investigating the role of perceived fit (e. g. Similarity between corporate mission and social initiative), perceived corporate motive (other-centered versus profit-centered), and timing of an announcement (reactive versus proactive) on consumers’ responses to corporate social initiatives. The aim of the study was to explore the impact of perceived CSR on consumer behavior.The results of the study demonstrated that an overwhelming majority of the respondents believed that firms should en gage in social initiatives and 76% thought that those initiatives would benefit the firms. About half of the respondents stated that they would boycott firms that acted irresponsibly, if reasonable alternatives were available (Becker-Olsen & Hill, 2005). Finally, another relatively new trend within CSR developed in the 21th century is to view and utilize the whole concept as a competitive advantage.In 2006, the marketing and strategy guru Michael Porter wrote an article together with Mark R. Kramer, in which they introduced a framework that organizations can use to identify the impact they have on society, determine which effects to address and then suggest effective ways to do so. The authors propose that when looking at CSR from a strategically perspective it can become a source of remarkable social progress, since corporations apply their resources, expertise, and insights to activities that benefit society as a whole (Porter & Kramer, 2006).In carrying out their economic respons ibility, corporations are expected work within the framework of laws and regulations as a partial fulfillment of the â€Å"social contract† between corporations and society. Carroll (1991) stated that it is important for legal responsibility to be performed in a manner that is consistent with the expectations of governments and laws complying with the various federal, state and local regulations. A successful corporation should be recognised as one that fulfils its legal obligations.Conchius (2006), on the other hand, stated that legal responsibility includes abiding by consumer and product laws, environmental laws and employment laws while also adhering to laws and regulations governing competition in the marketplace. However, legal responsibilities do not embrace the full range of behaviours expected of corporations by society. Laws are important, but they are often inadequate. First, they cannot possibly address all of the issues or areas that a corporation may face.Second , laws often lag behind more recent concepts of what is considered right behaviour, and third, laws may represent the personal interests and political motivations of legislators (Carroll, 1998). Although economic and legal responsibilities represent ethical standards concerning fairness and justice, ethical responsibility encompasses those activities and practices expected or prohibited by society that expand beyond the limitations of legal responsibilities.Ethical responsibility embodies those standards and expectations that reflect a concern for what consumers, employees, shareholders, and the community regard as fair, just, or in keeping with the respect or protection of stakeholders' moral rights (Carroll, 1979). According to Carroll (1991), business performance can be determined by the corporation's consistency in promoting moral and ethical standards. If a corporation practises good corporate citizenship, the activities of the corporation are trusted.Ethical responsibility als o recognises that corporate integrity and ethical behaviour should go beyond the requirements of laws and regulations. Balancing economic, legal and ethical responsibilities is important. If the corporation does something that is appropriately economic and legal, it must also be appropriately ethical. Philanthropic responsibility refers to corporate actions that are in response to society's expectations of good corporate citizens. Corporate philanthropy is likely to enhance the image of corporations especially those that have high public visibility.Corporate philanthropy should also increase employee loyalty and improve customer ties. Philanthropic activities include business contributions in terms of financial resources or executive time, such as contributions to the arts, education, or communities. The distinguishing characteristic between philanthropic and ethical responsibilities is that philanthropic responsibilities are not expected in an ethical or moral sense. Philanthropy i s located at the most voluntary and discretionary dimension of corporate responsibility and has not always been linked to profits or the ethical culture of the firm (Ferrell, 2004).Although society wishes corporations to be philanthropic, it is voluntary on the part of corporations (Carroll, 1991). According to Fombrun, Gardberg and Barnett (2000), the case for philanthropy comes from two different sources; strategic philanthropists argue that, although philanthropy may not generate direct economic returns, it will enhance the firm's long-term competitive position through intangible gains in reputation, legitimacy or employee loyalty. Consumer Behaviour towards CSR This paper aims to examine consumers' buying behaviour as a result of corporate CSR initiatives.We are interested in examining that whether the purchase decisions of the products and services of consumers in India are based on corporation's CSR initiatives or not. In addition, we also seek to identify which type of CSR co mponent based on Carroll's pyramid of CSR will have significant impact on consumers' buying behaviour. Several studies have suggested that there is a positive relationship between a corporation's CSR activities and consumers' attitudes towards that corporation and its products (Brown & Dacin, 1997; Creyer Ross, 1997; Ellen, Webb, & Mohr, 2000).Mohr, Webb and Harris (2001) examined and their finding indicated a significant relationship between CSR and consumer responses. Sen and Bhattacharya (2001) research on reaction of consumers to CSR shows that CSR will directly affect consumers' intentions to purchase corporation's products. As cited in Pomering and Dolnicar (2008), marketplace polls reported that consumers expect corporations to provide information about what they do, and they will support those corporations that pursue CSR initiatives.Environics International Ltd. (Environics, 1999) conducted a survey regarding consumer responses towards corporate social responsibility. The r esult of the survey indicated that Australians have the highest CSR consumer expectations from businesses. A total of 86% of US respondents in the survey of Cone Inc. (2004) said that corporations should provide information on how they support social issues. 6. Research Results and Discussions Table 1: Gender of respondents | |Gender | | | | | | | | | | | | | | | |Model |R |R Square |Adjusted R Square |Std. Error of the Estimate | |CSR-CB |. 573a |. 329 |. 315 |. 36483 | |a. Predictors 🙠 Constants) CSR: corporate social responsibility components which include ethical, economic, philanthropic, | |legal. CB-Consumer Behaviour | The R square (coefficient of determination) is a portion of the total variation in the dependent variable that is explained by the variation in the independent variables. According to the model summary, R square is equal to 0. 329, which is less than 1.This indicates that there is a weak linear relationship between CSR activities and consumers' bu ying behaviour. Approximately 32. 7% of variance in all the CSR components can significantly explain consumers' buying behaviour. An analysis of variance (ANOVA) has been preformed to test whether there is a statistical significant linear relationship between the combination of the four CSR components (Economic, legal, Ethical and philanthropic) and consumers' buying behaviour exists or not. According to Table 9, the p-value is . 000, indicating that the four CSR components significantly influence consumers' buying behaviour. Table 9: ANOVA of Multiple Regressions ANOVAb | |Model |Sum of Squares| |bDependent Variable (CB): consumer behaviour | | | | A coefficient table is very much helpful in explaining the relationship between the four CSR components and consumers' buying behaviour. Based on the calculated significances in Significance (Sig. ) column of Table 10, the p-value for each CSR component is less than 0. 05, which indicates that all the CSR components have a statisticall y significant relationship with consumers' buying behaviour. Table 10: Coefficients of Multiple Regressions Coefficientsa | |Model |Unstandardized Coefficients |Standardized |t |Sig. | | | |Coefficients | | | | |B |Std. Error |Beta | | In Table 10, the unstandardised beta coefficient is used for the values of the numbers in the linear regression equation.Theory explains that a higher beta value indicates a greater impact of the independent variable on the dependent variable. The independent variable (CSR components) can be ranked according to the magnitude of the beta coefficient to determine which component has the most significant impact on consumers' buying behaviour. The regression model relates Y (the dependent variable) to a function of X (the independent variable) and ? (the unknown parameter). It is formulated as Y ? f(X, ? ). The multiple regression analyses performed in this study are modeled as follows: Yi = ? 1xi1 + ? 2xi2 + ? 3xi3 + ? 4xi4 Therefore, the multiple re gressions line equation for this current study is: Consumer Behaviour = 1. 286 + 0. 59 Economic Responsibility + 0. 168 Philanthropic Responsibility + 0. 166 Ethical Responsibility + 0. 112 Legal Responsibility. The results explicitly defines that the economic responsibility attribute has the most significant impact on consumers' buying behaviour, as it has the highest beta value, followed by philanthropic responsibility, ethical responsibility and, finally, legal responsibility. Indian consumers seem to view CSR priority differently from other nations. Economic responsibility was still the basic utmost priority preferred. However, they ranked philanthropic responsibility as the second most important responsibility compared with legal responsibility.It is not surprising that Indian consumers see corporations' philanthropic responsibility as being more important than their legal responsibility. Consumers want corporations to contribute their money, facilities and employees' time to h umanitarian programs or purposes. Indians have been known as one of the most generous nations in the world. For example, the country's rate of donation and participation in helping the victims of natural disasters in the world has always been very encouraging. In addition, we have always heard that the generous Indians have made financial pledges and contributions to help those in need, they be orphaned children, the poor, accident victims and so on.Although the Indian consumers themselves have been very generous, the expectation for business institutions to do the same is unquestionable. As for complying with rules and regulations, it is not surprising that Indian consumers ranked legal responsibility last compared with Carroll's pyramid, which suggested that legal responsibility is the next most important responsibility Compared with those in developed nations, Indians regard rules lightly, to a certain extent, as we have always heard from the news about how Indians bend and ignor e stipulated rules and regulations. Among the most common examples are the bending of traffic rules and regulations promoting environmental protection. 7. CONCLUSION AND IMPLICATIONSFor academicians, this research makes a contribution to the understanding the underlying dynamics of the role of corporate social responsibility in consumers' buying behaviour. The result of this study indicates that all of the CSR components have a significant relationship with consumers' buying behaviour. However, the limitations of this study must also be considered. The major limitation relates to the sample. With only 250 usable respondents, this sample size might limit the external validity of the findings. Managers should note that this research supports previous results reported in the literature, suggesting that a substantial, viable and identifiable consumer group exists that considers a company's level of social responsibility in its purchase decisions.Manufacturers and retailers have an oppor tunity to appeal to this group while simultaneously meeting their business objectives and make contributions to society. The type of CSR activities that should be engaged by the corporations should preferably be based on the priority indicated in the finding of this study, where the economic responsibility attribute has the most significant impact on consumers' buying behaviour, followed by philanthropic responsibility, ethical responsibility and finally, legal responsibility. 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