Pierre Elliott Trudeau Reason Over Passion History Essay

capital of South Dakota Elliott Trudeau Reason Over Passion History EssayPierre Elliot Trudeau was the most influential leader in Canadian politics. He was a charismatic, charming, honest and an intellectu totallyy shiny individual. Trudeau inherently believed in a fair society where minority rights are protected and all citizens are treated as. He employ his unique skills to build a better Canada, where its citizens enjoyed a superior deduct of life and standard of living. Elected in 1968, Trudeau was responsible for implementing landmark legislation, which significantly imp turn of eventsed Canadian lives in a positive way. In 1969, Trudeau enacted the official nomenclatures play, which en fitd both side and french speaking Canadians equal rights. In 1970, Trudeau implemented the War Measures Act for the respectablety of the Canadian people against terrorists acts. Furthermore, in 1982 Trudeau revamped the Canadian Charter of responsibility and Freedoms, which changed th e shape of Canadian democracy1and gave Canadians a new outlook towards life. Trudeau allowed Canada to evolve into what he perceived as a just society, which created personal and political sparedom in addition to unity within the nation.1969, a year in which Francophones (a term used to describe primary French speaking individuals) would be able to use their talents to the full,2as Trudeau enacted the Official Languages Act, otherwise known as Bill C-120. This act entrenched the rights of Francophones to their language wherever they lived and gave general servants the choice of their language of work3. Trudeau stated, Either one nation with two languages or ultimately two separate nations4. Trudeau, advocating Canadian unity aimed at opposing the concept of a French Canada5. The Trudeau government cherished to recognize French and English languages as equal. Trudeau, a francophone himself stated that he wanted increased identification of Francophones within Canada6 Bill C-120 ga ve greater responsibility to French Canadians in the federal government, as section five declared that the decisions of the federal courts were to be issued in both English and French7. component eight, which stated that, both English and French versions of a legality enacted by the Parliament of Canada are equally authentic8, and section nine which assured that each agency of a Crown Corporation in Ottawa or in a bilingual district must ensure that services were unattached in both official languages9.Trudeau covered every aspect of ensuring equality and unity of both English and French speaking Canadians. Trudeau hoped to re-channel Quebec nationalism10and eliminate separatism in Quebec. Bill C-120 appeared promising as it has progressively more support throughout Canada. The Bill has been revised twice to strengthen some of its provisions11and in 1982 parts of Bill C-120 was constitutionalized by its placing in the Canadian Charter of Rights and Freedoms.The Languages Act was appreciated by some Canadians however small minorities insisted on committing to the independence of Quebec. The Front de Liberation or the FLQ wanted to ensure greater participation of the French speaking public. In October 1970 the FLQ became known as Canadas Terrorist group12, as they kidnapped two public officials James Cross and Pierre Laporte. Roman Pearson of the Centre of Canadian Studies stated that terrorism was something that Canadians read approximately in the newspapers it was not supposed to occur in Canada, but the FLQ changed all of that13. It was also reported that in August 1970 FLQ terrorist were training with Palestinian terrorists, and had vowed a series of political assassinations14. The FLQ were determined, in hopes that Quebec would somehow become self-directed conversely Trudeau had a different mindset. He believed that no terrorist group should be able to roam free in the streets of Canada15. As he was being questioned by a local news reporter he stated that, as people are being abducted let them be protected, its only natural16In response to the FLQ on October 16th 1970, under the leadership of Trudeau, the Federal Government proclaimed the War Measures Act. This act allowed the government to assume emergency powers in the event of war, invasion or insurrection, real or understand17. Trudeaus reason suggested that his country was being attacked by a group of individuals who made wrong judgments. The media criticized Trudeau with phrases such as, Canada, a police state18. The media also took into consideration that some of the Canadian population were shocked in the decisions made. Trudeau replied, surface theres a lot of bleeding hearts around who just dont alike(p) to see people with helmets and guns, all I can say is go on and bleed, but its more important to keep law and order in a society then to worry about weakly people who dont like the looks of soldiers19a reporter commented stating at any cost?20Trudeau famously repli ed just watch me21His determination and reasoning of FLQ extermination led to nearly over five hundred arrests, and a compromise, from a list of demands that was disposed(p) to the federal government. The negotiation included the ending of police searches22, the liberation of twenty three FLQ political prisoners23and safe conducts out of the country24. Although Trudeaus actions were extremely controversial 87 % of Canadians were in support during what became known as the October Crisis25Trudeau accredited praise for his logical thought process and saved Canada from alleged terrorism.As the FLQ became a lessening issue, human rights became the central point of the Trudeau administration. In 1982 Trudeau revamped the Canadian constitution combining the British North America Act of 1867 with some(prenominal) amendments in a process which was known as repatriating the constitution26. The constitution act of 1982 covered positive rights and freedoms of all Canadians. It covered suc h areas as democratic rights, mobility rights, legal rights and equality rights. Trudeau included amendments from the Official Languages Act and he gave minorities political freedom27within society. Trudeau believed that, a constitution can permit the co-existence of several cultures and cultural groups within a signal state28, ultimately meaning unity within the population of Canada. Trudeau used the Constitution as a way of bringing Canadian together. We as the population of Canada are benefiting greatly from Trudeau as we live in strong and prospering country. The Constitution Act gave Canadians and enlightening envision of the succeeding(a) with a feeling of prosperity towards oneself. For the minorities who were discriminated against such as women, aboriginal Canadians, African Americans and the disabled, the Constitution Act gave this part of the population a chance to live a life where they could be seen as equals. This was something Trudeau strongly believed in as he state d, Canada will be a strong country when Canadians of all provinces feel at home in all parts of the country, and when they feel that all of Canada belongs to them29. For the current population of Canada, we can safely say that this has been proven true.To the world Canada has been looked at as the safe country30it has been seen as the country that cincture out of harms way31and protects rather than causes infliction upon32. Canada is a country of united multiculturalism, which as Canadians, we are high-flown of. Without Pierre Elliott Trudeau Canada would not hold this reputation. Trudeau once said, We peer so suspiciously at each other that we cannot see that we Canadians are standing on the mountaintop of human wealth, freedom and privilege33. Trudeau had great hopes for Canada. He believed in nation wide unity, and as a result he fought with solidity for the rights of minority groups, by implementing, manipulating and revamping procedures so that we can all live in a nation whe re we feel at home. Trudeaus way of thinking was based upon reason over passion34, he used Aristotles theory of rationalism to solve his countries dilemmas and therefore, Trudeau created an powerful democratic nation.Endnotes

The pre contractual and post contractual issues leading to hold up

The pre take inual and post arriveual issues steer to obligate up1. AIM/OBJECTIVEThe purpose of this paper is to examining the concepts of hold-up and how g overnment agency plays an valuable role in how the enigma of hold-up is resolved. And similarly look at possible strategies or solutions for the acquire governing body to fend off hold-up.2. METHODOLOGYThis paper entrust examine the work of Klein and Chang Ive in answering the concept of hold-up in the supply chain and also result examine the pre- ratifyual and post-contractual issues leading to hold-up. The world-class part of the assignment looks at how concept of incomplete contracts led to hassle of hold-up in faux pas of the General Motors and the fisher cats study.In the second part of the assignment, is slightly how other factors desire as tempered specificity and lock-in leads to hold-up problems post contractual in point of reference with the construction get offs. Also look at the case of hold-u p in the IT application in regard to the Flash Apple clash.And finally critically evaluating the distinguishable cases and conclude by deriving a strategy or machine in avoiding or minimising the guess of hold-ups for buying organisations.3. INTRODUCTIONHold-up is a smudge where there are two parties (say, purchaser and provider) and one society has to nurse specific investings for the trade. If the coronation is specific only to that customer, then the provider is unprotected to hold-up and on the visa-versa, if the product designed is specific to the raw material possess by the supplier then the buyer is bound to sop up higher(prenominal) risk of hold-up (Klien, 1996). The party with the higher forcefulness seeks to achieve the quasi-rents1. Hold-up on the proceedings exist economic science is the problem of short-sightedness.Hold-ups provide occur under discordant postures both pre-contractually and post-contractually. As explained by Williamson (Williamson , 1985), it could be Opportunistic behaviour of supplier pre-contractually or Kleins theory of uncertainty in the market coach or the issue of moral hazard or bad behaviour by the buyer that leads to the hold-up berth.As explained by Klein, the buyer/supplier conflict set up be due to unanticipated events that occur during their contractual term like reduced/increased woo or take, which clearly puts one party with the higher bargaining power and thus changing the power dynamics in the consanguinity. The party with the higher power tries to breach the contract or be opportunistic in order to achieve the quasi-rents. (Klien, 1996)Williamsons concept of viable foresight/farsightedness could be a possible solution for the buying organisations to avoid or waste the issue of hold-up. People are boundedly sharp and having a myopic adopt is a problem. Klein looks at the role of contracts in solving the problem of hold-up and says the assessment of self-enforcing range of the cont ract and a split up written contract can avoid the situation.The vogues of solving or taking into account the problem of hold-up has been in the core of transaction cost economics. There take away been occasions where both parties know that there is a possibility in hold-up in future but considering the cost and while involved in define each and every contingency in the contract is non feasible (Fares, 2006).Below I will be discussing a few cases where hold-up was evident and what corrective actions were taken under divergent circumstances.4. HOLD UP CASE ANALYSISThere squander been legion(predicate) cases of hold-up discussed in the transaction cost economics and the one that is close to utter roughwhat is the General-Motor and the Fishers Case. In this assignment, I will be discussing three disparate cases focusing on contractual issues, moral hazard, asset specificity and the issues with time in Hold-up.4.1 General Motor Fishers Case of Incomplete Contracts2This h as been the most spoke about case in economics in relation to the issue of hold-up. In a nutshell, it is a case where both parties signed a contract in 1919 for the supply of automobile bodies by Fisher to General Motors. Fisher, the producer or supplier in this case had to realise specific investments in stamping machines and dies for General Motors. This was a long term contract(over a ten division close) and also General Motors set a price lickulation, Fishers Variable cost plus 17.5%(to cover the capital and overheads). Ideally General Motors(henceforth GM) designed the contract in such a way that they can create a hold-up over Fisher. GM had even threatened to reduce the demand if Fisher did not come tidy sum on price, which would mean that the investment do by Fisher would not be efficiently used.But what real happened was not expected by both the parties. Up till 1919, most of the cars had wooden bodies but there was a coarse draw close in demand for steal body car s in 1919 which lead to a spacious rise in demand for Fishers products. GM had no other supplier to replace with and even doing so would lead to a high electrical switch cost. This could also be a problem of myopic view by GM, who view the price in a long term vista and ignored the market potential/demand. The unanticipated increase in demand gave Fisher the upper hand and used the contractual terms to its durability in attaining the quasi-rents. They moved farther from GM location and created the extra-income through the formula set by GM in price determination. Fisher set up that the contract was over the self-enforcing range and was in a favourable bureau for it to profit out off the contract if it breaches the contract. This provided as an incentive to Fisher.both the parties unsanded that the contract was not completely perfect and believed that the contact was optimal designed to minimize the probability of hold-up. GM had only two options on hand(predicate) to resolv e the problem, first to terminate the contract and find a new supplier. This would mean that the huge market demand cannot be satisfied and the exchange cost becomes very high. The second being, renegotiating with Fisher and provide a pile up sum payment to keep the contract running. Without question, GM had to settle for the option two as the time span was very limited and GM did not have much of an option in suppliers then. Thus the problem of imperfect or incomplete spying leading to hold-up is evident in this case.In this case, to stay the ex-poste problem of contracting, GM should have had the farsightedness view towards contract and rigd a contingency plan in case there is a drastic change in the market condition to renegotiate the contract and derive at a new price. This could have saved quite a lot of time and resources. It should not be just from the price point view but should be a holistic view of the contract. They should have defined the self-enforcing range so that they lease not be amended frequently. They were right in defining the power relation pre-contractually but underestimated on the post-contractual drift in power. Also GM should have had fall in incentive plans in place so that the supplier does not think about breaching certain incompleteness of the contract (Klien, 1996). summation / mold Specificity Lock-In Situation In Construction Projects3The second is a case with multiple levels of hold-up ranging from small to large in the money involved in the dispute. This is a case in the construction reckon with three antithetical parameters (uncertainty/unanticipated events in the project, lock-in situation and the amount of money involved in the dispute) of hold-ups identified. In the construction specific project a new form of asset specificity was identified, assist specificity (Chen-Yu Chang, 2007).The occupation tunnel project is a build-own-operate-transfer project for creating a tunnel for railway system network. Both th e French and the British governments awarded the project to Eurotunnel, to build and operate the tunnel for 55 years(which afterward offstage is 99 year project). Eurotunnel in-turn sublet the construction to a ten member kitty called Transmanche-Link4. The project was at the design stage when TML was assigned and the changes that they had to make in the project had to comply with safety rules of the intergovernmental commission (Chen-Yu Chang, 2007).The project started under huge pressure and Eurotunnel, gave out the project to TML under two contracts cost-plus contract for tunnelling and lump-sum contract for fitting out and terminals (Chen-Yu Chang, 2007). Two events that were ungovernable uncertainty that occurred in the first stage where, the conditions for the land, which TML expected it to be better but was in a much worse condition and the delays in signing of the Anglo-French channel treaty delayed the start of the construction. Although the money under dispute was not a large sum at this stage TML had to go for an extension in the project time and there were no concessions make on the cost overruns.The second round of dispute was on the cost overruns which were nifty from the previous dispute. By this time both were in a lock-in situation as over 850 million loan has been drawn out of the bank. repayable to the delays caused earlier, there was a touchstone rise in the cost which needful the contract to be re-valued and the new target cost for the project was set but TML had to bear a higher percentage of the cost overruns.The ternary dispute was a large sum of money involved, where the requirements of intergovernmental commission and railway companies induced a huge rise in cost on the equipments. TML passed on this added cost to the contractor Eurotunnel. By this time Eurotunnel was in a lock-in situation with TML and had to settle for the needs of TML. Thus TML benefitted out of the incomplete long-term contract signed.4.3 Flash Apple WarT he third case is over property rights issue in IT industry. IT and Software industry is prone to hold-up problem. For example, create an internet page/company basing it on a particular packet firm/application which the company doesnt have property rights is considered equivalent to construct a house without owing the land. For any changes that have to be made on the internet, they need the original creator/vendor, which makes it dependant or held-up by the vendor.Flash is a similar kind of software system package or platform, where the products create on Flash are at high risk of hold up. Because of this, flash is recently been targeted by firms like Apple and Google, in substitute them with a better source. Apple for its new product iPad, needed to make heavy investment in the ecosystem. Had it used Flash, Apples ability to achieve rents from the investment would have been held-up by Adobe. Flash is a more closed software and does not share exclusive selective information w ith its clients. This has been a hindrance to many a(prenominal) firms and firms are looking for a much open source software and platforms to develop their products.The issue in the IT sector could be minimized by making a clear contract stating the future maintenance and modify of the software and also define a period when the contract will be re-valued or re-negotiated (Michael Schwartz, 2010).5. CRITICAL EVALUATIONAfter looking at the three in a higher place cases some of the prevention measures that a buying organisation could adopt are as follows. It is not always possible for a buying organisations to adopt these is all the situations.Figure 1 Contractual ProcessThe above picture depicts the process of contracting that the buyer could you to adopt to avoid or minimize the risk of hold-up in a transactionhip. The first step for the buyer is to decide on the investment and make a cost-benefit summary of the investment. Some of the basic questions like is the investment real ly needed, is it worth come in into the relationship and most importantly before the investment decision is the abbreviation of the buyer-supplier power relationship.The buyer before entering into contract specific investment in relationship, has to assess the power dynamics and foresee the possibility of solecism in power post investment. If it finds itself in a weaker position, certain contractual terms could be added to protect its profits out of the investment. Defining the relationship also clears the fear of buyer falling into a lock-in situation with the supplier. As Williamson says, buyers need to have the farsighted view on the contracts than signing a contract and taking care of the problem later, only to recognise that they have to settle for the second best option.Then is the writing of contracts. As we have seen from the above case examples, it is clear that all the contingencies cannot be written down in the contract as identifying them is a lengthy process and is a n pricy process too. To make an effective contract, we could use both Klein and Williamsons concept in design a contract which has a self-enforcing range but also had the farsightedness view of the project and identifying opportunistic nature of the supplier. Also it is important at this stage to define the property rights of the product or the process that the supplier is making with the specific investment made. It is also important to define the incentives that the supplier gets for on-time completion of the project and within the budget fixed. This incentive should be made as an attractive offer to the supplier so that the risk of opportunistic behaviour by the supplier can be minimised.The next step is that the supplier makes the investment and the buyer needs to overlook the exceed so that they do not go excessive of the planned budget. The problem in conflicts and lock-in has in most occasion been due to the excessive spends and buyer had always been to have partially paid for the mistakes of the supplier because of the sunk cost or switching cost for the buyer if he had to change the supplier during conflict. The contract should be defined in such a way that over a specific period of time and cost, the contract will be re-opened for negotiations and a performance review been conducted on the supplier.The fourth and twenty percent steps are in relation to the renegotiation of the contracts. During the contract stage, the time period of re-negotiation or re-evaluation of the product should also be defined. Even in a long-term contract when the price is fixed on certain parameters, it is better to re-examine the conditions after a few years or after certain unanticipated events like financial crisis or sudden rise in demand to keep a contractual balance and prevent one party from benefiting from the contract.The final step is the payments for the trade and the buyers need to be careful here not to delay the payments as this could lead to conflict and the supplier taking arbitration actions to court. This could also lead to bad genius and damage the image of the buyer in the market.6. CONCLUSIONAgain, Power relations play an important role for the buyer organisation in defining their contractual terms with the supplier. Power is the universal term in economics and failing to understand it could be costly for organisations. From the case evidence above it is clear that being over-optimistic in design the contracts have made some companies in losing their power post-contractually. Hold-ups are due to unexpected events or sometime(prenominal) a deliberate process due to the lack of time or resources available. There has been no specific method or tool to negate the hold-up issue and depending on the situation the actions are taken. But it is important for buyers to pre-empt the situation and be ready to tackle the situation.Thus I conclude by saying that in real world all the situations are possible, information asymmetry, opportu nistic behaviour supplier, moral hazard behaviour of buyers, lock-in situation, incomplete contracting and hold-ups are the evident result and one needs to craft a well designed contract to evade the situation.They buyers need to keep in mind this statement of why settle for a silver when you can go for the gold

Effects Of Censorship Of Nudity Film Studies Essay

Effects Of Censorship Of Nudity Film Studies essayAn Idealistic view of pullulate is nature without check with original sinew (Walt Whitman, 1860) it is a free wheeling machine expressing thoughts, ideas and soulal identity. A do work of art that freighter be easily viewed and be approachable to the masses. It can as well as be viewed as a carriage to waken souls and do work former(a)s to a universe that could be theirs. Yet if we count on at tarradiddle we lift up that this form of art has been cornered into a pen, bitten on its heels by rules and regulations and commented on by boards of censors.Throughout this essay I intend to see the affects of censoring upon nudity through the pre-code time, hay perspective and ending over the pond in England with a read that caused controversy for the im festers not shown and the vista of the camera, Peeping tom (1959).Film has al ways been seen as a way of conversation between people and as a way of expressing an issue to crowds without bidwise much difficulty. This has obviously caused issues in the past as to the impact take up has upon people and to those who be more than vulnerable to exposed ideals or ways of life.Censorship covers many different aspects of pictorial matter, from what is seen to the lowlying subtext. Brought in to monitor the film industry in 1934 the Hays gainice was set on creating the favorable time of film. This golden Age was set around ideas of a good code, set on re-conditioning society from the flappers and Jazz, which during the Pre-code eld was censored by the MPPDA (Motion translate producers and Distri aloneors of America), although their censoring was considered lax.It was a strict code that every picture was pass judgment to regulate itself to. Although The Hays office is the near feeln regulating office, unions were created by the people such(prenominal) as the WCTU (Womens Christian Temperance union) and the DPPLA (De spotment for the promotion of rectitude in literature) to regulate what they saw. It is alongside these regulations that a coding system for age was created to allow a larger range of versatility in work although this was brought in 1968.As a society we have always sing guide out people, whether payable to their race, informal orientation or political views. This is no different in film. Within the golden age, Mae West (1893-1980) was seen as a victim of censorship. Her versed past made her a target and a risk to the Hays confidence making her golden age turbulent.(Mae West, 1893-1980)A free wheeling sexual libertine victimized by a punitive censorship dust staffed by a group of Victorian prudes (Mae West, 1893 1980)Wests history on Broadway caused her issues. She was known for Broadway Acts such as Sex a tale of a prostitute (1927) and The Drag (1927). Due to both of these plays she was sent to jail on the grounds of obscenity. She was also later arrested under the same charges for the production of infield Lil.Yet images on stage were uncensored which gave West a fortune Whereas in the film industry they were monitored with a close eye. The new caper they materializeed with West was the way she still managed to sop up anything sexy. Clothe her up or surmount it didnt, make a difference. Due to this they started to try and distil her sexual presence through the disguise of stupidity or followdy, disallowing the viewer from graceful succumbing to her charms. This method was often used through out the Golden Age allowing producers to keep such actresses as West and Monroe in the later years without having the original reel cut too heavily.Thus Hollywood started to make the documentary of the world unrealistic. Film wasnt about the artistry of film making, scarce rather the way in which a head office could evade those watching to become and believe what they saw. Sexual liaisons were made undefined and ambiguous. government were close to unmentionable and god for up set you if you wanted to portray a relationship with someone from an different race.King Kong (1933) and Tarzan and His Mate (1934) both fill up issues of racism and nudity within film. In king Kong we encounter tribal people. These tribes argon witnessed to be wearing very little other than flowers around their necks and straw skirts. Although this sounds very Hawaiian it is a much more substandard way of dressing. The men are depicted with nothing upon their chests and the char adult egg-producing(prenominal) with bare legs, arms, shoulders etc. This in comparison to Ann who is fully clothed with the breathing space of an ankle and show of an arm is quite obvious.The idea being, that a woman depending on her race could be allowed to have more skin cover than another. This was obvious in the golden era where films disguised as documentaries, such as The love life of a Gorilla and Legong Dance of the Virgins (1935) in order to be able to show images of nudity. Although thi s images were more shocking to the normal for their obvious bleakness and did cause some din from the Hays office little was actually done to the editing to stop such notice of skin.Tarzan and his Mate (1934) escaped the Hays Office beneficial in time, as it was brought round into the industry the following year. Unlike King Kong it wasnt nudity in the aboriginal race but rather that of the character brought into the wild environment. This was the stones throw earlier the industry had been trying to make. Allowing White woman the same feel through nudity as others. Occasionally a naked woman might be spied in part or whole. Inspired by expeditionary films that exposed native girls in a state nature, the studios desire to extend the custom to white women in exotic environments(Thomas Doherty 1999)This is exactly what Tarzan accomplished. It had brought the naked white female form to the viewing audiences. Although a system doubling was used for the nude underwater scene, the scene was real and it was there. Nudity was orgasm onto the screen, or thats what they thought. Within a few months of the picture being released it was brought certify to be censored by the newly brought in hays office. The underwater scene and other certain s naughtys were taken away and only brought stand years later for the public view.(Tarzan and His Mate, 1934)Although the progression of nudity was relevant in the pre-code era such laws were brought in after, to stop these kind of steps forward from happening. The Idea of being naked and out of the house but in a natural environment is a step away from universe and probably a reason why such a immorality could have be made before the Hays Office and whence evolved from then onwards in baby steps.Duel in The temperateness (1946) poses us with the question of the morality of the main girl, pull together. From the beginning we see that her pay back is a dancer who also gives in to other mens needs other than her hus anchor rings.We see from the beginning that Pearl is dancing outside the club, mimicking her stimulate, it is blush verbalized by a man passing that she is be attack like her mother and smiles in approval.We are led to believe that Pearl is a diverseness of pure and evil as her parents are mixed. From this we gather a smell out of a double identity that both excites others and causes them to also be overprotective these responses are split between the two brothers both possessing one.Duel in The Sun (1946)Within the film we are presented with a temptation of a nude figure in an interrupted swim scene, where pearl is being watched by one of the brothers. She hides in the reeds and asks him to go away, but to no avail, we do not see the ending but they end up coming home together. This is likely to be regulated by the Hays office, as making sexual liaisons and situations ambiguous was one of their ways at belongings some more fruity pieces of work within films. Within this seen we are not able to imagine what they do when we leave but what is under the water, as before she is interrupted we get a glimpse of a figure with bare arms and legs. This natural display of the body is compared nicely to its surroundings creating an enticing view for the spectators as it has a youthful aboveboard feel to it.Duel in The Sun (1946)Within this scene we are presented with a pearl covered in little other than a woven blanket. Although she exposes legs and is obviously naked underneath the overall out come is that of a scared and intimidated woman. It is also meant to be a buffoonery shot in which she is being taught about the sins of the flesh and not freehanded into temptation a comical contrast to the way in which she is presented. This is the most likely reason for her being presented in such a way upon the screen.Although at a stretch it can be said that such unveiling of a Woman on screen could be down to her mixed race it was also a progression forward as it wa s seen in Hollywood that a different skin would entice less(prenominal) of a moral outburst in comparison to whether the Woman was Caucasian. Although this could be seen as a stretch the idea of confronting racism was still a way off with American society and racism was a part of everyday life. It was in fact noted that Hollywood in the pre-code era was trying to bring nudity to the Caucasian form.Some like it hot, have Marilyn Monroe was as much a comedy as a sexual spectacle. Her Costume was tight and flaunted her curvaceous figure with such precision that she was just contained within it. This is a leap forward in the contrast to duel in the sun as Pearl is dressed, although appealingly, in flowing garments that give a hint to curvature and progress in flaunting her asserts throughout the film getting more and more tight around her upper body.(Some like it hot 1959)As we can see above Monroe has been dressed in a very flaunting dress. Although covered over the breast the materi al is a lightweight and partially transparent mesh. Giving more whilst covering the crucial areas. We are also privileged to see from her knee downwards. Overall a lot of skin is revealed in contrast to Duel in The Sun, where pearl in everyday attire is covered. We also have to take in to consideration the job of Monroes for the role, which is that of a lead singer for a girls band group. In this group she is notorious for getting into trouble and falling for disobedient men. This is easy to see in the way in which she dresses provocatively.(Some like it hot 1959)Her role is likely to be a driving factor in how she has been allowed to dress in this this film. It can also be seen that it has passed the Hays Office due to the comical side of the film, erasing all sexual presence as each sexual moment is in fact comically dressed, even Monroe has been created as a figure to make fun of. Her character is languorous and not all there, she drinks consistently throughout the film giving her the look of a lost cause hanging on waiting for her puff tale dream to come true. In fact the dream also registers some homosexuality at the end where as they run off one of the cross dressing men reveals to the old man hes led on (as a scape goat) that he is in fact a man. The man Winks and carries on driving the boat. This in itself would of caused some form of an uproar though the way this has been juxtaposed at the end and the comical hoist allows it to be taken lightly and it becomes non-threating to the audience.Peeping Tom(1959) when first shown caused outrage. It wasnt necessarily because you saw anything particularly gruesome in fact you saw nothing of the sort. It was the way in which you became to murderer, through his line of sight. You saw what he wanted you to see. The idea of being so close to the mentality of a man who isnt mentally fixed as he tries to capture what he calls the soul of a person through the use of filming them and seeing their fear.The film shows the uncomfortable reality of the addictiveness of catching a moment, questioning what is right to capture on film and what is not. The film not only creates a voyeuristic atmosphere but documents his movements his life and his strange behaviourisms. It is this closeness to the character, his thoughts laid out bare on film, that creates and uncomfortable viewing sensation to the viewer.Nudity in the film is shown little, other then near the beginning when he goes to his second job as a pornography photographer. Here the girls are dressed in tenuous underwear and are shot in poses although not vulgarly. There is a quick shot in a restored version of the film allowing for a quick flash of one of the girls breasts, rumoured to be the first nude female scene in British feature film.The society that first watched a viewing of this film was outraged and the film was banned. Yet it is the interest in the voyeurism of the piece that made the nudity (and other parts of the film) unacce ptable. The feel of the sexual tension and the ability to feel like you were there was to high a risk for the censorship boards. Nudity in comedy or a way in which a character could be disconnected from the viewers could be worked upon but this came to close to reality and endangered the audience.It was only in 1968 that the MPPA also known as the Hays Office was by a movie classification. This system allowed Hollywood more range within their films as they could regulate who would be allowed to view the reels. The rating system went as G, PG, Pg-13, R or NC-17. It would also cause less distress with parents, as they would know that their children would be unable to see films inappropriate for their age.The reception of nudity in Hollywood has taken years to understand. To understand that its not something to be aghast(predicate) of but to embrace and monitor as if you would a child. The naked body is a piece of art and should be accepted as such, still with nudity in a motion pict ure the sexuality of the body is noticed. Yet other films industries, for example those in main land europium have always managed to keep nudity harmless and natural by chance it is the fantasy that is Hollywood that makes nudity so much more than what it is. It is the notification of nudity that needs to be addressed not the harsh censorship of it.

The History Of The Negotiation Power Tourism Essay

The History Of The dia poundue Power Tourism tasteIn general, dialogue mean bargaining play between ii or more(prenominal) parties seeking to discover a common undercoat and reach an agreement to settle a matter of mutual tending or steady down a involvement (Business Dictionary.com). According to Fisher Ury in their book acquire to YES Negotiating Agreement without Giving In, negotiating is a raw material ways in feelting what you want from other messs (1981). While in Oxford Dictionary, dialog mean discussion aimed at reaching an agreement. In Women Are Getting Even (WAGE) website, they interpret negotiation as conversation between deuce parties in order to mention an exchange. According to Rusk (2006), the meaning of negotiation is discussion intended to produce an agreement. It too bay window be referring as common solutions that used to prepare a decisions and settle down the problems (Moore, 2012), a process which is deuce or more parties attempt to agree o n the rate of goods and works that they exchange (Robbins Judge, 2003). Conflict and negotiation argon a detail of every sidereal day work-life, yet it often produces anxiety (Cutts, 2012).The UK Border performance has announced that t here be st bad technical problems with online skirmish service (Kelly, 2012). This statement files that sometimes online involvement faced a problem such(prenominal) as lost record (Kirschbaum, 2009), security issues (Fane, 2010) and technical issues (Scoot, 2012). There argon problems that faced by node when they used online booking system. Despite the fact that all the respondents (except for one) use computers al more or less every day, 14% believe that booking online is not securing in general (Bogdanovych et al, 2006). Conflict perish because of these problems. Conflict happen when people did not agree with the issue, it provide wee a grinding or tension between that individual or groups (Nahavandi, 1999). Negotion is a process that examining the facts of smirch, exposing the interest of both parties involver and bargaining to solve the conflict as more as possible (Moore, 2012). talks permeates the interaction of almost everybody in the constitution (Robbins Judge, 2003). According to Lucas (2008), conflict might occur because of differing perception, inadequate or wretched communication and also contrary expectations. These problems often happen when dealing with client especially in perish agency. In tourism indus soften negotiation is an important process to gain a mutual agreement of something, especially to run low agencies. It is crucial for them to confirm what their node wants and need. Through negotiation conflict between travel agency and customer can be reduced. Negotiating by areas of conflict can often dealer to win-win situations agreeable to parties, reducing ill felling and conflict (Queensland Government, 2011). Travel agents fix the negotiation power because they have maximal choice to offer to their clients (Travel Caf Inc 2011). This means they have variety of choices that they can bind from their travel suppliers and they can give us the beat out deal with best value of possible. Online booking lack of firsthand knowledge and rarely gives customer opportunity to speak with someone knowledgeable slightly service that they are booking (Morelock, 2012). The clients and travel agents can assists us to get what we want in our vacation.Online booking allow customer to take a leak all travel plans on the internet means they can do it any time of the day or night at home or while theyre on their lunch break at the office (Oakley, 2012). It is true when we are doing booking online we can make a booking everywhere and anytime but we cannot talk over the price of the tourism product that we wish to book. If we are negotiating with travel agents, we have the chance to get lower prices as possible. Price negotiation normally occurs during purchasing of mater ials or supplies (Francois, 2012). For example, if a travel package to Cameron Highlands costs about RM300 for two nights, the clients can negotiate the price lower and can get around RM250. With negotiations, both parties will receive their own benefits and it is a win-win situation (Rusk, 2006). When customer asks an agent to negotiate, means customer are essentially postulation the agent to subsidize their vacation (Brock, 2009) but by dint of online system, customer had no change to negotiate with an agent because the price is fixed. The Marriott International, Hilton Hotels, Sheraton Hotels Resorts and others was charged in San Francisco federal Court on charges conspired to use their market dominance to fix the hotel prices with travel websites like Travelocity, Booking.com and Expedia, a subsidiary of Priceline.com From this case we can see that customer cannot negotiate the price because the price is fixed. The aim of the negotiations is to patch up the price that is a greeable for both parties (Francois, 2012)From price negotiation process it becomes bargaining process. Negotiations commonly follow a process of positional bargaining (Cutts, 2012). Oxford Online Dictionary give two interpretation of bargaining, the first is an agreement between two or more people or groups as to what each will do for the other. The gage is a thing bought or offered for sale much more inexpensively than usual or expected. There are two types of negotiation which are distributive bargaining and integrative bargaining (Robbins Judge, 2003). Distributive bargaining also called claiming value, zero-sum or win-lose bargaining is a competitive strategy that is used to decide how to distribute a fixed resource such as cash (Spangler, 2003). Honeyman (2012), interpret intergrative bargaining as one of platform which party try to understand interests of another party, on the expectation that it will helping the resistance to create solution as responsive its own concer ns. According to Tewart (2012), more times people say they dont like to negotiate (bargaining) yet, they still pasture around and never pay full price. The word bargaining here does not only mean price negotiation, it is a much tell and broader term (Management Study Guide, 2012). Customer also can bargain to micturate his or her own trip with or without help from a customer care executive (Agarwal, 2012), asking whether travel agency offer travel insurance (trip Travel Responsibility Informed Protected, 2012) and a customer can seek redress under certain circumstances commonly referred as the right to repair, replacement or refund (Government of South Australia, 2011). These are things that customer can bargain with travel agencies.The freedom of customer is restricted when they make booking through online. Customer cannot confirm their special requirement when make the online booking through the hotel reservation system (Vyas, 2010). For example, when they make booking thro ugh hotel reservation system, if they have something that they dont understand, no place for them to raise the questions. According to Lloyd, booking online doesnt have individual to deal with booking process, it leaf to customer to shoot and understand the complicated terms and conditions. One of the advantages of booking direct with the hotel, by phone or email, is that customer can request a specific room of the hotel and they cannot normally do that online or with an agent (Trend, 2010)According to Tewart (2012), most people act in their best interest and most people who say they dont like negotiating, actually still want to. This statement show that customers still whop to negotiate and online booking system prevent them from doing it. Negotiation is needed in order to secure the resources required for successful foresee completion (Evans Lindsay, 2008). Through negotiating win-win solutions with customers it will not only give your come with the best chance to succeed but will also create relation between customer and your company for future sales opportunities (Douglas, 2003). Negotiation also can increase clarity about the problem, can lead to innovative breakthroughs and new approaches, involvement in conflict can repoint approaches to bargaining, influencing, competing and also can focus more attention on basic issues and lead to solution (Wertheim,1996)Vyas, J. (2010, expansive 10).Disadvantages of booking online on travel portals. Retrieved from http//ezinearticles.com/?Disadvantages-of-Booking-Online-on-Travel-Portalsid=4832401Web log message. (2012). Retrieved from http//www.wageproject.org/files/neg.phpQueensland Government , Department of Employment, Economic Development and Innovation. (2011).Negotiation skills. Retrieved from website http//www.skills.business.qld.gov.au/running/1172.htmhttp//www.businessdictionary.com/definition/negotiation.htmlOakley, R. (n.d.).The advantages of online reservations. Retrieved from http//traveltips.usa today.com/advantages-online-reservations-63078.htmlLucas, R. W. (n.d.).Responding to conflict with customers. Retrieved from http//www.selfgrowth.com/articles/Responding_to_Conflict_with_Customers.htmlLloyd, M. G. (n.d.).Advantages and disadvantages of an online booking system read more Advantages and disadvantages of an online booking system ehow.com http//www.ehow.com/info_8780323_advantages-disadvantages-online-booking-system.htmlJohanson, M. (2012, August 21).Travel websites, hotels accused of price-fixing. Retrieved from http//www.ibtimes.com/travel-websites-hotels-accused-price-fixing-751937Brock, C. (2009, July 13).Negotiating rates and fares with travel agents. Retrieved from http//ezinearticles.com/?Negotiating-Rates-and-Fares-With-Travel-Agentsid=2603163Tewart, M. (n.d.).People still love to negotiate. Retrieved from http//www.expressyourselftosuccess.com/people-still-love-to-negotiate/Trend, N. (2010, February 11).http//www.telegraph.co.uk/travel/columnists/nicktrend/721 3438/hotel-booking-should-you-use-an-online-agent-or-go-Bargaining power of customers. (n.d.). Retrieved from http//www.managementstudyguide.com/bargaining-power-of-customers.htmTop questions to ask your travel agent. (n.d.). Retrieved from http//trip.ustia.org/ safety/articles/1233/top-questions-to-ask-your-travel-agent/Government of South Australia, Business, Industry and Trade Department. (2011).Refunds to customers. Retrieved from website http//www.sa.gov.au/subject/Business, industry and peck/Starting and managing a business/Running a business/ interchange to customers/Sales practices in your business/Refunds to customersCutts, R. N. (n.d.). Using principled negotiation to resolve workplace issues.Conflict Management, 3. Retrieved from http//nl.walterkaitz.org/RNicoleCutts_PrincipledNegotiation.pdfSpangler, B. (2003, June).Distributive bargaining. Retrieved from http//www.beyondintractability.org/bi-essay/distributive-bargainingSpangler, B. (2003, June).Integrative or interest -based bargaining. Retrieved from http//www.beyondintractability.org/bi-essay/interest-based-bargainingAGARWAL, S. (2012, October 08). Want to make your own travel itinerary? here are few portals that will help you.The Economic Times. Retrieved from http//articles.economictimes.indiatimes.com/2012-10-08/news/34322860_1_travel-agents-travel-itinerary-travel-hotspotFrancois, C. (2012).What is price negotiation?. Retrieved from http//www.wisegeek.com/what-is-price-negotiation.htmNahavandi, A. Malekzadeh, A.R. (1999).Organizational way The Person-Organization Fit (ch. 13).Upper Sandle Ridge, NJ Prentice Hall.

Antibacterial Properties of Compounds from S. Frutescens

Anti bacteriuml Properties of Compounds from S. FrutescensKabir PremaIntroductionRationaleThere are approximately 6.1 million good process living with the Human Immunodeficiency Virus and Acquired insubordinate Deficiency Syndrome in southernmost Africa (Unaids.org, 2014). People with HIV/Aids grow a higher risk of getting secondary transmissions and diseases such as Tuberculosis, which is the ca social occasion of many a(prenominal) deaths in south Africa (Tbfacts.org, 2014). About 5.5 million people in South Africa are infected with Tuberculosis (Salim S. Abdool Karim, 2009). I find chosen to look for and experiment on the Sutherlandia frutescens beca intention it has anti-bacterial and anti-HIV properties (Katerere and Eloff, 2014). I as comfortably as have a keen interest in alternative medicines so researching and exam a seed with many diverse properties such as S. frutescens lead be an interesting and fruitful experience for me.HypothesisCompounds ex leafleted f rom S. frutescens have bacteriacide properties.AimTo test three origin modes ( water supply, ethanol and acetone) on S. frutescens, to checker which system will have the most effective anti-bacterial properties on both dissimilar nisuss of bacteria (E. coli, S. epidermidis).Research and Experimental MethodologyFor this project I will rely on secondary research. Which includes research articles and information from websites on the S. frutescens, commition methods of bacteriacide compounds and statistics regarding specific diseases affecting South Africa. I will in addition be doing primary research such as victimisation different pedigree methods to rend the bacteriacide compounds from S. frutescens. I will interrogation the extracts on two different strains of bacteria.LimitationsThe limitations that I would face in my research task would be the reliability of the research articles I employ with regards to the S.frutescens. The strains of bacteria that Im utilize ar e harmful to humanity beings. come off of LiteratureSource 1TitleA brush up of the taxonomy, ethnobotany, interpersonal chemistry and pharmacology of Sutherlandia frutescens (Fabaceae).AuthorsB-E. van Wyk, C. AlbrechtYear of generalation2008SummaryThe article is a review of many different articles on S. frutescens. The article foc cases on the chemistry and ethnopharmacology of S. frutescens. It names the ailments that S. frutescens is employ to treat ailments such as urinary tract infections and HIV. Its likewise used as an bacteriacide and anti-inflammatory. Its has been shown that S. frutescens has been widely used as a medication by various groups in South Africa particularly the in the Western Cape. grimnessThis article is review of many different articles and most of theinformation is derived from other articles concerningS. frutescens and its properties and uses.ReliabilityThis article is from the ledger of Ethnopharmacology, which is published on the journal publis hing site elsevier.com. The journal was in like manner reviewed by a board of editors from manydifferent countries.Evidence use to support remnantThe leaves of the Sutherlandia frutescens have antibacterial properties. Recent studies on this found have mostly focused on the anti-cancer, anti-HIV, anti-diabetic, anti-inflammatory, anti-oxidant, analgesic and antibacterial activities. improvementThe article describes the many uses and properties of S. frutescens such as its antibacterial properties, its anti-inflammatory and its anti-HIV properties. The article also goes everyplace the many uses of S. frutescens ovLimitationsThe article doesnt elaborate on much on the antibacterial activities of S.frutescens The article doesnt show methods of extracting S.frutescens.Author CredentialsB-E. van Wyk is a professor at the Universityof Johannesburg and teaches undergraduate arrange taxonomy,postgraduate taxonomy, systematics, chemosystematics of Africanplant families, medical plant ch emistry and ethnobotany.Source 2TitleAntibacterial and Antioxidant employment of Sutherlandia frutescens (Fabaceae), A Reputed Anti-HIV/AIDS PhytomedicineAuthorsDavid R. Katerere and Jacobus N. Eloff*Year of publication2005SummaryThe article describes the extraction methods that were used to extract S.frutescens The article also describes the how the different extracts where tested on different strains of bacteria. The article is closely the antibacterial and antioxidant act of S.frutescens. The second method of extraction produced a greater yield than the first base method of extraction. daringThe first extraction method used five dollar bill grams of a commercially accessible leaf sample of Sutherlandia frutescens (Sutherlandia/ Unwele). The Sutherlandia frutescens (Sutherlandia/ Unwele) sample was consecutively extracted three times utilize different substances, first with Hexane (coded SF-H), then by dichloromethane (DCM) (SF-D), then by acetone (SF-A) and finally by ethy lacetate (SF-E). The second method consisted of splitting a leaf sample of a Sutherlandia frutescens into three portions weighing 5g each. The portions where portions where extracted separately in two ways with acetone, ethanol and water. Each extract was then dried-out using a rotary evaporator and weighed. The aqueous extract was then freeze dried.ReliabilityS, frutescens was extracted using two different extraction methods.Evidence use to support conclusionThe total yield of all four solvents in the first method of extraction was 10.5%. In the second extraction method, acetone extracted 5.6%. Ethanol extracted 12.6% composition eater extracted 17.2%.UsefulnessIts useful as it gives methods to extract the alert ingredientfrom the plant.LimitationsThe article doesnt give a interrogatory method that I can easily perform at school.Authors CredentialsDavid R. Katerere Specialist Scientist at SA MRC, Visitingscientist at Scynexis, visiting scientist at UNINA, traineePharmacist at Drug Tech Pharmacy, Chief Bioanalyst atPAREXEL, post doc at University of capital of South AfricaJacobus N. Eloff* Gold Medal for light for party academy for Science of South Africa (September 2012), Goldmedal of the South African academy for Science and blind isawarded for Scientific and Technological Achievement, Bronzemedal from the internationalistic Horticultural party (December2008) in recognition of the organising the World Conference on Medical and Aromatic Plants.Source 3TitleFive genus genus Ochna species have high antibacterial activity and to a greater extentthan ten antibacterial compoundsAuthorsTshepiso J. Makhafola1Jacobus N. Eloff1Year of publication2011SummaryThe article is about the antibacterial activities of five Ochna species. Leaf samples where extracted using different mediums from the leaf. The extracts were tested against various strains of bacteria.ValidityThe dried leaf powder was extracted with 20mL of acetone.The solution was then shaken in 50 mL c entrifuge tubes andcentrifuged for 15 minutes at 4000 rpm. The extracts weredecanted through into glass vials through filter papers and thesolution was concentrated to graveness with a stream of cold air.Only clean and dry leaves were selected, the selected leaves had no blemishes or dirt. The leaves were not washed with water as the water would by chance extract some water-soluble compounds, and to limit the posibilty of fungal suppuration on the leaves due to the moisture left on the surface due to the water. The leaves were dried at room temperature in the dark. The leaves were then made into a book powder, with the particles being less than 1 mm in diameter. The leaves were then stored in sealed glass bottles in the dark to reduce chemical changes in the compounds present in the leaves.ReliabilityThere were no competing interests the article.Evidence use to support conclusionThe percentage yield in acetone amid the five species was O. gamostigmata (8%), followed by O. pulc hdra, (7.5%), O. serullata (7%) O. pretorienses and O. natalitia ((2.5%)UsefulnessThis article shows different extraction methods and it also givesa suggestion to which extraction method and solvent workedthe best to extract the particular compounds. It provides detailedimages, tables and graphs which makes it easier to view the datathat was collected.LimitationsOnly gives information about on genus of plant (Ochna) and there is no information of S. frutescens. Authors CredentialsKobus (Jacobus N) Eloff Gold Medal for Science for Society,Eskom award for capacitor development, Gold medal of the SouthAfrican Academy for Science and Art is awarded for Scientificand Technological Achievement, Gold Medal for BotanyTshepiso Makhafola Attended the University of Pretoria from2008-2010. He has skills and expertise in research, molecularbiology and biotechnology.Source 4Title bow of Sutherlandia frutescens extracts on cellnumbers, morphology and gene recipe in MCF-7cellsAuthorsB.A. Stander a, S. Maraisa, T.J. Steynberga, D. Theronb, F.Joubertc, C. Albrechtdand A.M. JoubertaYear of publication2007SummaryThe article is about the go of S.frutescens on cell numbers, morphology and gene expression in MCF-7 cells. An extraction was made our of small twogs and leaves, the solution was then filtered. It was demonstrated that ethanolic extracts of S. frutescens inhibited multiplying of MCF-7 mammary adenocarcinoma cells.ValidityDulbeccos minimum essential medium eagle (DMEM)with Glutamax (Gibco BRL, USA) TrypsinEDTA lechatelierite violet DNA stain was used to determine thenumber of cells. (Spectrophotometrically) warmness inactivated fetal calf serum (FCS) was used toculture the MCF 7 human detractor cell line. Penicillin was used to culture the MCF 7 human embrace cell line. Streptomycin was used to culture MCF 7 humanbreast cell line. Sterile cell culture flasks 96- salutary plates where used to house the culturing cells. MCF-7 human breast a denoma carcinoma cell lin ewere cultured in DMEM Cell word structure Two hundred and fifty thousandMCF-7 cells were put onto heat-sterilized coverslipsin well plates and they were exposed to 1.5 mg/ml ofSutherlandia Frutescence extract for periods of 24, 36,48, and 72 hours at 37C cells where counted using amicrosceope.ReliabilitySterile culture flasks and well plates where used, the cultureswhere kept at a constant temperature of 37C and in ahumidified atmosphere with 5% CO2, the specimens ofSutherlandia frutescens were air dried in the spirit in thearea of Murraysburg in the Karoo, to reduce the chancedegradation of the specimens. The specimens where setas Sutherlandia frutescens by the botany and biotechnologydepartment at the university of Johannesburg.1 gram of Sutherlandia frutescens was mixed with 10ml of 70%ethanol to produce a stock list solution. After the extraction of theSutherlandia frutescens it was centrifuged to remove any debrisand then it was filtered double to obtain a purified 100mg/m lstock solution.The cells where cultured for 24 hours. fomite controles whereused prove the effectiveness of the Sutherladnia frutescens.The results that were obtained were statistically analysed forsignificance using depth psychology of variance factor model. This wasthen proceeded by a two-tailed Students t-test.Evidence use to support conclusionThe ethanol extracts of the Sutherlandia frutescens inhibitedthe harvesting of the MCF-7 mammary adencarcenoma cells of theperiod of 72 hours. 1.5 mg/ml of the Sutherlandia frutescensethanol extract was statistically found to reduce 50% of thegrowth of MCF-7 cell over 24 hours when compared to thevehicle-treated control.UsefulnessIt shows different methods of extracting the Sutherlandiafrutescens and different substances used to extract the plant. Italso gives results that have been statistically proven.LimitationsThere arent any tests to prove its antibacterial effectiveness.The article doesnt mention the chemical compounds present inthe plant that prove its effectiveness.Authors CredentialsB.A. Stander surgical incision of Physiology, University ofPretoria, P.O. boxful 2034, Pretoria 0001, SouthAfricaS. Marais Department of Physiology, University of Pretoria,P.O. nook 2034, Pretoria 0001, SouthAfricaT.J. Steynberg Department of Physiology, University of Pretoria, P.O. Box 2034, Pretoria 0001, South AfricaD. Theron ACGT Microarray Facility, University of Pretoria, 0002 Pretoria, South AfricaF. Joubert Bioinformatics and Computational Biology Unit, University of Pretoria, 0002 Pretoria, South AfricaC. Albrecht Cancer Association of South Africa, P.O. Box 2121, Bedfordview 2008, South AfricaA.M. Joubert Department of Physiology, University of Pretoria, P.O. Box 2034, Pretoria 0001, South AfricaSource 5TitleAntibacterial Activity of Leaf Extracts from Combretum micranthum and Guiera senegalensis (Combretaceae)AuthorsStefano Banfi, Enrico Caruso, Viviana Orlandi, Paola Barbieri,Serena Cavallari, Paolo Vigan, Pierange lo Clerici and LucaChiodaroliYear of publication2014SummaryGuiera senegalensis and Combretum micranthum lwaves wereused and tested on for the presence of antibacterial compounds.Five solvents were used to extract the plant corporal the solventswere used in increasing polarity. Escherichia coli C1a andStaphylococcus aureus MSSA were used to test the antibacterialeffectiveness of the plants. A bioautographic method was used tomonitor the antibacterial activity of the plants extracts throughoutthe purification steps. The Minimum Inhibitory Concentrationand Minimum bacterial Concentration of the most purified andactive plant extracts were evaluated at the end of the procedure.ValidityDry leaves extraction procedure Whole leaves of C.micranthum and G. senegalensis, were dried immediately later onobtaining them from the plant in a local drying room at 40C.The dried leaves were then sent to Varses. Dried whole leavesweighing 100g were poured in a 2.5 L bottle and treated with600ml of cyc lohexane (least polar solvent). After a periodof 24 hours the leaves were separated from the solvent bymeans of a Buckner funnel. This procedure was repeated usingprogressively more polar solvents toluene, acetone, EtOH andwater respectively.Agar diffusion assay Between 4-5 isolated colonies of eachstrain were collected and resuspended in 5ml of PB. It was thenput onto its respective solid growth medium by means of a sterilecotton swab. The plates were incubated at 37C for a set amountof time inevitable for each microorganism. The antibacterial effectof the extract was measured by meter the growth inhibitionhalo. Pictures if the inhibition halos were taken using a photographic camera todocument the findings.ReliabilityIncubation temperature was kept constant at 37C. Evidenceof the inhibition rings were taken by means of a photo cameraand those images were later analysed. A fair test was performedas four different methods of extraction where used, each withincreasing polarity.Evid ence use to support conclusionCm4-P showed good activity against S. aureus and S. xylosus.Cm4-P showed some activity against gee negative strains. Gs2-Paq was found to be more active against the Gram irrefutable strianscompared to Cm4-P.UsefulnessGives an example of how an extraction could be done by tellthe solvents according to polarity. It shows how the inhibitionrings can be measured and analysed i.e. By means of takingphotographs.LimitationsThe article doesnt show extraction methods and testing methods for S. frutescensAuthors CredentialsStefano Banfi Degree in organic chemistry in February1980 at the University of Milan, admirer Professor in Organic Chemistry.Enrico Caruso gradatory with a degree in organic chemistry in October 1998 from the University of Milan, Assistant Professor in Organic Chemistry,Viviana Orlandi 1995 Degree in Biological Sciences, University of Milan discussing a thesis on Expression of oppioid receptor in primary coltures of murine cortex neurons trasduction signal pathway and interaction with glutamate receptors. Member of the Italian Society for General Microbiology and Microbial Biotechnology (SIMGBM).Paola Barbieri 1980 Degree in Biological Science at the University of Milan, Institute of Genetics. Member of the American Society for Microbiology (ASM)Member of the Italian Society for General Microbiology and Microbial Biotechnology (SIMGBM).Serena CavallariPaolo Vigan Degree in Biological Sciences graduate(prenominal) Diploma in Microbiology, Doctor of Biological Sciences Specialist in MicrobiologyLuca Chiodaroli inductionSource 1 deals with the general usage of S.frutescens as a medicative plant in South Africa. Source 2 deals with the antibacterial and antioxidant properties of S. frutescens. It also shows extraction methods and bacterial testing methods. Source 3 shows the antibacterial activities of the Ochna species of plants. This source gives an indication of what types of bacteria that need to be used for testi ng the antibacterial activities of the S. frutescens. Source 4 is about the influence of S. frutescens extract on MCF-7 cells. It has a good indication of an extraction method that can be used. Source 5 is about the antibacterial activity of leaf exracts from Combretum micranthum and Guiera senegalensis. It gives an example of an extraction method that can be used for S. frutescens. All the sources deal with extraction method that can be used for certain plants. not all the articles deal with the extraction methods and testing of S. frutescens.ReferencesB-E. van Wyk and C. Albrecht, 2008. A review of the taxonomy,ethnobotany, chemistry and pharmacology of Sutherlandiafrutescens (Fabaceae). diary of Ethnopharmacology, Online.119, 621-629. Available at http//def-sa.com/def/wp-content/uploads/2011/10/A-review-of-the-taxonomy-ethnobotany-chemistry-and-pharmacology.pdf Accessed 20 April 2014.David R. Katerere and Jacobus N. Eloff . 2005. Antibacterialand Antioxidant Activity of Sutherla ndia frutescens (Fabaceae), AReputed Anti-HIV/AIDS Phytomedicine. ONLINE Available athttp//def-sa.com/def/wp-content/uploads/2011/10/Antibacterial-and-Antioxidant-Activity-of1.pdf. Accessed 06 April 14.Tshepiso J. Makhafola and Jacobus N. Eloff. (2011). FiveOchna species have high antibacterial activity and more thanten antibacterial compounds. South African Journal of Scienceonline. 108, 689.Available Fromhttp//www.sajs.co.za/five-ochna-species-have-high-antibacterial-activity-and-more-ten-antibacterial-compounds/makhafola-tshepiso-eloff-jacobus.St, er, B., Marais, S., Steynberg, T., Theron,D., Joubert, F., Albrecht, C. and Joubert, A. (2007). Influenceof Sutherlandia frutescens extracts on cell numbers,morphology and gene expression in MCF-7 cells. Journal ofethnopharmacology, 112(2), pp.312318.Banfi, S., Caruso, E., Orlandi, V., Barbieri, P., Cavallari,S., Vigano, P., Clerici, P. and Chiodaroli, L. (2014). Antibacterial Activityof Leaf Extracts from Combretum micranthum and Guier a senegalensis(Combretaceae). Research Journal of Microbiology, online 9(2), pp.66-81.Salim S. Abdool Karim, S. (2009). HIV infection and tuberculosis in South Africa an urgent need to escalate the public health response. Lancet, online 374(9693), p.921. Available at http//www.ncbi.nlm.nih.gov/pmc/articles/PMC2803032/ Accessed 14 May. 2014.Fritz Lherisson, F. (2014). South Africa. online Unaids.org. Available at http//www.unaids.org/en/regionscountries/countries/southafrica/ Accessed 16 May. 2014.

Organic Industry in Malaysia

constituent(a) fertilizer Industry in MalaysiaChapter 1 establishment1.1 IntroductionToday, with the advancement of science and technology, benign-hearteds pick up more(prenominal) vulnerability to information technology, knowledge and education than ever before. As a get extinct, volume change by reversal more aw ar and sensitive to the environment and their surroundings. A fictitious character and intelligent lifestyle make up becomes a bod of necessity to the innovative generation. Among others, extreme Food is get it ond to be one of the contri exceptors to a wellnessy lifestyle. Al to the highest degree every day, you provoke read or see Organic topic everywhere around you. From newspaper, magazine, billboard advertisement, internet and and so forth Organic has slow becomes a trend to the modern society.However, a few comes have been set in the Organic Industry in Malaysia. These factors have a virile role in influencing the purchasing and consuming of Or ganic Food in Malaysia. Therefore, it is cardinal to identified and catch every factor of influence that bushel the purchasing and consuming of constitutive(a) diet in Malaysia as every(prenominal) told this factors get out affect the entire diligence from enhanceer, retailer, produces and regular the knock downrs.1.2 Background of instruct1.2.1 What is primitive nutrimentBased on unite State, European, and international comments, original nutriment is define as without using every(prenominal) material center in the victuals itself, but alternatively by the holistic methods employ on extreme get ups. check to Gracia and Magistris (2007), the intention of constitutive(a) end product is to pooh-pooh chemical used on the viands merchandise in come in to promote better and safety f atomic number 18. Moreover, extreme nutrient alike meaning that it is not cultivated using chemical-derived pesticides fertilizers and herbicides. As an alternative, th e fulfil of planting and commonwealth the entire fertilizer aliment be by using holistic methods much(prenominal) as compost, crop rotation, and biological agents over a born(p) full point of magazine. match to National Organic Standard Board of the U.S Department of land ( factory farm) in mob 2000, they established a national standard for the margin original. Organic nutrient, it is defined by how it washbowlnot be made quite a by how it discharge be made, which must be produced without the used of sewer-sludge fertilizers, closely synthetic fertilizers, and pesticides, genetic engineering(biotechnology), rise upment hormones, radiotherapys and antibiotics (TheStar, 2005). From the individuals point of view, thoroughgoing means it is cock-a-hoop in a pictorial environment without any chemical, antibiotics, genetic engineering, and any synthetic products or in simple way, positive mean indwelling or go back to the traditional way of modes of agricultural .As an overview, the developments of original victuals al slipway work in cooperation with nature environment. Normally muckles definition of innate provender maybe was on the button vegetables and remunerationoffs, but actually grass of foods category like meanings, eggs, livestock, dairy products and umteen more atomic number 18 to a fault conclude as fundamental fertilizer food. This disobliges supported by the re attempt conducted by Padel and Foster (2005) where respondents completely associate ingrained term with vegetable and fruit. Generally, original food includes plenty of categories which include vegetables, fruits, bread, meat, eggs, coffee, juice, rice, tea, potatoes and etc. Other than that, radical food like egg, meat must be free of all kinds of antibiotics or egression naturally in a clean environment.To sum up, primitive food is more environmental friendly since it does not create any contamination and waste to the earth. Besides, they defend a tremendous prospect to human being which led to healthy lifestyle and endure a offend environment. Organic take awayrs fly the coop a meaning of who ar not lonesome(prenominal) prefer an im experimentd and healthier lifestyle but likewise environmental exportation and responsible to propose care of the nature (Midmore et al, 2005). In addition, it as well as brings advantage to all told economy by gain business activities, trade, production and function.1.2.2 The fact of ingrainedThe mature of ingesting thoroughgoing food and healthy lifestyle in both developed and create country is not just a passing fad. The popularity of consuming organic fertiliser food is now in an sum up manner in all over the world where it overly includes Malaysia. Increased consumers foreboding and care regarding food safety and character reference as well as health and nutritional aspect of food conduceed in increased bespeak toward organically produced food. Such trend is a kin d of reaction to numerous health affair link up to processed food (Davies et al, 1995). Refer to the press exclude post by Nestl Malaysia in year 2008, it shows that organic festering reached 8.9% including 3.4% of real internal growth. In Europe, organic growth of Nestls add up Food and Beverages business is more or less 5.4% and the growth pass judgment is face uped around 9.5% in United State and Asia, Oceania and Africa is at the rate of 14.2%. working(a) food such as health supplements and organic food was project reach RM234bil (US$65bil) in 2003 at global market place. It is estimated reach RM601bil (US$167bil) in 2010 by has the growth rate of 14% p.a.. fit in Federal awkward Marketing Authority (FAMA), in the year of 2001 the sale for organic food has achieved USD 8 billion world wide. The sale value of organic food is estimated to have growth rate at 20-30% by year 2005. The placement stated that if compared with others agricultural products, organic food has hi gh emf for commercialization in Malaysia. Demand for healthy, environmental friendly processed food, stripped-downly chemical used fresh food, organic food and natural food are caused by increasing of consumer sense in nutrition value and health conscious (Malaysia Industrial Development Authority, MIDA, 2009). Malaysian start to increase their supplicate since they believe that consuming organic food is one of the best ways that led to a healthy lifestyle and they view this as a worthy investment for their heath. The concern of consumers toward food safety, quality and the environment give an opportunity to the organic assiduity and become more blue-chip for producers and retailers. As a part from that, it besides activates the organic agriculture firmament in Malaysia.The rises of consumers awareness of healthy lifestyle along with environment free of pollution have created a wonderful opportunity and market for organic food. However, it is touchy for producer or business man to manage the right products at a right time, right price and fluid right place with entrancing advancement since the changes of consumer doings was so unstable wagesable to various kind of reason, so it is very complicate to fix or to define how the consumer persuade. holdr demeanor carries the meaning of activities the great unwashed undertake when obtaining, consuming and disposing of products and services (Kozak, and Decrop, 2009). As a turn up, pick up and understanding the consumer demeanour and resultingness of consumers to bear for organic food is a vital knowledge for marketers, producers and businessman. There is a behavioural model proposed by Von Alvesleben (1997) address that product information, product light and attitudes are the main factors that ram down consumer behaviour. When we believe that an object or brand accept favorable attributes or have well feeling then we provide have good attitudes toward it. As we all know, when consumer attitu des are more desirable, the intention to grease ones palms is stronger. In this research, it is more focus on consumer preferences and their willingness to ante up when they wish to obtain organic food. The result endure sustain marketers and policy makers develop strategies to reach customers more effectively and efficiently.1.2.3 Natural Food vs Organic foodMost of the people are often confuse or so the unlike amongst organic food and natural food. Moreover, people though organic food and natural food own the same attribute and tend to treat or mean both the same. In fact, in that respect are certain features that disposition organic food and natural food.Obviously, the main factor difference the cardinal is organic food must be certified by United Stated Agricultural Department ( factory farm) and organic food possessed higher(prenominal)(prenominal)(prenominal) quality. We send word notice that organic food have labelled organic and this label represent the products a re considered as organic by USDA and get the stamp of approval from designed governing body. Products which stamp by USDA or labelled with organic must contain at least 95percent organic. Organic food provide either labelled by foreign certification which is USDA or certify by local brass section which is Malaysia Organic Scheme (SOM). Products that labelled with SOM carry a meaning which is the process of production inspected by departments Crop Quality Control Division. The standard where SOM fare is Sirim MS 15292001 standards. The guideline applied to control whole process of organic food which includes production, processing, labelling and marketing of plant-based organically produced food and lastly, series number will be provided in rig to ease the identification process (SOM). Previously, certification only offer for limited organic food such as vegetables, fruit and etc. In general, Malaysia organic aquaculture products were under the governance of Thailands Organic Aquaculture Farms and Products Certification Centre (OAPC). In order to enhance aquaculture industry in Malaysia, fisheries department provide organic scheme for organic aquaculture production. Additional, this action sewer minimize the cost of apply organic aquaculture certification from other country.Moreover, organic food evermore free of chemical fertilizers, pesticides, bioengineering or irradiation during produce, manufacture and handle (Annadana,2009). Besides, livestock must be free of growth hormones and antibiotics. On the others hand, thither is not any specify standard for natural food and it is grown with pesticides, herbicides and chemical fertilizers. Basically, natural food have minimal processing and do not contain refined dirty money or artificial ingredients and without altering the raw product (Hermitt, 2006).1.2.4 Consumer vs CustomerGenerally, virtually of the people have categorized both consumer and customer in the same category where it carry the meanin g of grease ones palms any products from sellers. Conversely, both of the words carry antithetic meaning. According to Kotler and Armstrong (2006), consumer is the person who barter fors any products for individualized use or they call end exploiter. Basically, consumer is the individual who had previously bargain ford or current users for crabbed product. On the other hand, the word customer carries different meaning in different perspective. In business market, customer is the individual or organization who purchase the product but not for own consumption. The products will become their inventory for further production or resell to end user (Kotler and Armstrong, 2006). Customer can either is a current user or only a latent customer for the product (Wikipedia).1.2.5 Organic industry in MalaysiaSince 1990s organic market has grown in a favorable beat. Thus, sale of organic food and products are forecasted to be between USD 20 and USD 30 billion yearly. USA is the biggest or ganic market prolong by Ger legion(predicate) and United Kingdom. In certain country such as Denmark, Sweden, Austria and Switzerland have 4% share of organic food which exceed in the total food sales. On the other hand, organic market in developing countries is small but considers growing especially in swiftness income developing countries. Figure 1.3 shows the coverage of organic farm in different country in year 2005.Malaysia is located in Southeast Asia and consists of ii mainlands which is Peninsular (west) Malaysia and East Malaysia with an area of 329,750 km2. The agricultural sector in Malaysia is about 10.24% (738,677 / 75,657) of GDP in year 2008 (Department of Statistics Malaysia). Organic farming in Malaysia was started by Center for Environment, Technology and Development, Malaysia (CETDEM). During year 1986 CETDEM started their organic farm in Sungai Buloh with only one hectare plot. According to Department of floriculture (DoA), there is 131 hectares of organic farm in Malaysia during year 2001 and approximates organic farming increase to more than molarity hectares in year 2005. In year 2008, there are about 1000 hectares of registered and 2800 hectares of unregistered organic farm.Organic farming and production had started up during year 1990. Due to increase in favorability and rent toward organic products this recession market is growing continuously. Consequently, there is increase in the number of organic organization which include politics department and non government organization (Table 1.2).Malaysian organic scheme (SOM) is the organization that has the right to give certification to organic farmers. Today, there are 28 Malaysian Organic Scheme (SOM) credential Holders in nationwide with a total area of 1244 hectares (Table 1.3).Due to increasing in organic farming and production, the number of organic retail outlets is excessively in the increasing manner. As a result, there are many organic companies have started their bus iness such as Justlife, BMS, dry land farm, ZenXin, Woots and etc. Organic food was previously consumed by cancer patients or patients who had dangerous health problem. Today, organic food becomes a choice for every family or even each and everyone. As we know, Justlife is a famous retailer of organic food and organic products. Justlife has only owned half of a whole retail shop at SS2, Subang Selangor with limited organic products and food. Recently, they are triumph and owning eight retail shops in Malaysia. Accordingly, we can observe that consumer pauperization of organic food and products is rising in recent year.Since the demand of organic food and products are increasing, government has putting effort in order to set ahead producers to involve themselves in organic farming. Besides, government mentioned in Ninth Malaysia intent (2006-2010), they estimating the value for organic farms industry will be worth RM800 billion after five year and plan to have 20,000 hectares of organic farm in year 2010 (Economic Planning Unit). During year 2001, Organic Alliance Malaysia (OAM) was effect and this organization act as a private sector acquaintance to form national network. Government has tried to match the demand by increase the number of producer and organic farmer. However, we mollify supported by imports and the amount of foods that we imported from other country is about RM10.9bil or 8.7% of total import. Therefore, a pick up on consumer behaviour is pivotal in order to forecast the demand and prepare for supply.According to local report, a supplier Kerby Ho of KK Hoganik told that demand for organic fruits and vegetables were increase at about 8%-10% every month (NST, 2008). Informed by organic-certified wholesaler Radiant Codes manager- Loke Siew Fong in local report, the sale is experiencing double digit growth. She added that consumers are having higher awareness on health issues nowadays and search for organic food rather than radiation p atternal foods (NST, 2008). As a result, research on consumer behaviour can tell supplier with fact reason why they demand for organic food and best understanding the trend of organic market.Moreover, the needs of conk for both organic concept and build market confidence are vital in Malaysia market. Most of the citizen were still choosing conventional foods as usual and refuse to purchase organic food due to their own personal reason such as inconvenience, price, knowledge and others. Consequently, marketers have to know the concern of customers or citizen in order to better target the market and segments.In short, organic market is in an encouraging rate and it is a latent market for marketers, farmers, suppliers, wholesalers and retailers to aim. The reason why and how the demand increase is important for them to deal in order to legion the organic fans at the right time and right place with sufficient supplies.1.3 Research ProblemConsume organic food has become an importan t subject for today in changing social graphic and emerging trend. Government had been aware of the immenseness of organic sector since early of 1990s. The Organic Trade Association forecasts sales of organic food will be increase by 18% annually through 2010. Organic products become part of the ikon for everyone at the present time and customer base of organic sector expected to rise and retailers continue to provide wider variety of organic food. Commissions communication were presented in celestial latitude 2002 that they are planning to increase their efficiency, transparency and consumer confidences in order to develop the market for organic food (Gracia and de Magistris, 2007).Refer to a report rig in OAM in November 2008, Katherine diMatteo, president of the International Federation of Organic Agriculture consumers assay organic produce as a way of environmental degradation, or as the best way to eat healthy foods. Besides, government and others view that purchasing org anic is a good way for developing fair trade due to most of the organic farmers are pocket-size producers. The trend of eating and purchasing organic has boosted up the organic sector in constructive rate. Transaction and trade of business have increase indirectly and these withal bring a healthy rate for Malaysia economy. Consumers also willing to pay for organic food during economy down fold in June 2008. Economy down turn do not brought a strong impact to this industry and the sale of organic food still in a healthy and encouraging rate. As a result, we confidents there are some amour behind the consumers to motivate and move them to purchase organic food.At one time, people always believe that consumers choice was unstructured and natural but at this moment, people know that human behaviour is manipulated, kick upstairs or even forced by reason. For instance, health conscious is affecting consumers where they will hunt for organic food in order to supersede conventional fo ods. Nevertheless, this is only one of the hypotheses or assumption that we can made, we cannot prove that this is the accurate explanation for the question Why the demand of purchasing organic food is increased from year to year? Additionally, there are many factors that declare moving people from conventional foods to organic food. Hence, reputation on the factor that affect consumers willingness in purchasing organic food is an all-important(a) issue to further understand consumers mind and support organic.Furthermore, dynamic issues and factors which influence consumers are changeable among individual and purchase end of organic food will depend on many variables such as consumers attitudes toward environmental protection and healthiness (Gracia and de Magistris, 2007). piece behaviour and customers choice is not impulsive, unconscious, noninheritable and natural. Conversely, consumers behaviour is always motivated by the environment, enthusiasm, sensation and emotion (Ajz en and Fishbein, 1980). Consumer willingness to pay for organic food may influence by numerous factors. Human beings easily get influenced by the environment and objects surrounding them. We have no capability to freeze their consumption and purchase behaviour. The only way that we can do is to study deeply on what are the main aspects they are focusing and what are the essential factors that manipulate their purchasing. More to the point, people perception and motivation in purchase organic food are alter from country to country. There is different demand in different county with different culture.In order to have a good explanation to dish up the entire question and have a bottomless understanding of customers willingness to pay during obtain organic food, we come out with the problem statement What are the main aspects that manipulate consumers willingness to pay for organic food. Policy maker seek consumer oriental analysis in organic sector since the information is crucial fo r them (Gracia and de Magistris, 2007). The study not only can improve the understanding of consumer behaviour and factors that affect customers but it is also a necessary research to admirer marketers to market the products, jockstrap government to better know the needs of citizen, help retailers or wholesalers to do some related activities to encourage consumers in order to choose organic food and help producer to estimate the production in future.1.4 Research ObjectiveThe main purpose of this research is to recognize some of the essential variables that motivate or stimulate citizen in Malaysia in purchasing organic food. Organic market is a potential and economic market for marketers to have a deep study on it since the demand of organic food is keep increasing nowadays. Besides, organic industry did bring in to Malaysia economy and citizens health, as well as the environment. In my opinion, customers belief, feeling, attitudes, motivation and demand trend would bring a deep impact on food industry and this will bring challenges for marketer to design marketing strategy. The next objectives are built to achieve goals of this study.i. To study the determinants that motive consumers willingness to pay for organic food. subsequently identify all the factors, we can better target and server our customers when they doing their purchase. When retailers know all the factors and possess this advantage, they can come out with following step such as education fair, seminar or others kind of parade to influence or encourage customers in order to purchase organic food. Moreover, eating organic food can save and secure the earth. Consume organic food not only healthier but also more environmental friendly if compare with conventional foods. By educating others customers about the benefit of consuming organic food, sales of organic food will definitely continue to double up in the future. By the way, this also can help marketers to better market the products and a lso target potential customers easily. Lastly, this as well will put forward to economic growth and better environment for next generation.ii. To better understanding consumer buying decision and contribute precise data to policy makers.There is a problem that release by NST on November 2008 which is the number of organic supporter is increasing merely there are too few farmers to serve the large family of consumers. As a result, we can overcome the problem of supply and demand after knowing the reason why customers purchase organic food or not. Moreover, most of the researchers showed consumers are willing to pay for high quality food. If this research can prove that there is a significant result between quality and willingness to pay. Related organization can immediately take action in order to strengthen organic production governance.iii. To study the impact on organic food industry due to the issue of health conscious.Recently, health conscious became a latest issue among cit izen in Malaysia. Most of them are practicing healthier lifestyle and willing to spend and search for supplements and healthier foods. They try to avoid themselves in consuming oily, high sugar level and high cholesterol foods. They seek for more healthy activities such as yoga, dancing and search for natural or original products in their daily life. Throughout this study, we can collect precise and significant result to see whether health conscious can increase the number of organic food fans. Furthermore, government can use the result of this research to allot more funds and capitals to develop small farmers and help them to shift from convention production to organic production.iv. To study the relationship between consumer behaviour and organic food purchases.Many studies pointed that consumer behaviour toward organic food is crucial for decision makers. Obviously, we can understand that the popularity of organic food is in an encouraging rate. However, most of the people are s till choosing convention foods as their first choice. This is due to the availability of convention foods is higher than organic food. Although organic food is a potential market, yet customers still cannot get organic food in most of the hypermarket or night market. As we know, most of the consumers in Malaysia will go to night market to purchase their daily or even weekly foods since they can get all kinds of vegetable, fish or meat at lower price at night market. Even there is high demand of organic food however it is inconvenience for consumers to purchase organic food. Although customer have positive attitudes and high intention to purchase organic food but there are some immaterial factors that will influence customers purchase decision. Accordingly, research on consumer behaviour can help marketer to study the consumers preferences and do a more steal and suitable plan to serve the customers.v. To analyze the willingness to pay for organic food.Consumer always wiling to pay a premium price to obtain any thing or object that they are perceive as a valuable and high quality product. As we all known, organic food is priced higher as compare with convention food. As we all known, consumer has different consumption pattern, attitude and response towards organic food. There is a number of customers are not willing to pay for the premium. Beside that, most of the customers prefer to purchase and consume conventional food instead of organic food. However, some of the consumers are still willing to pay for organic food and they believe this is a profitable investment for them. Consequently, segment of organic consumer is getting bigger and bigger. Therefore, it is essential for this study to analyse consumer purchase decision and offer contribution to the decision makers, society, famers and also nation economy.1.5 Significant of StudyAlthough the concept of green living and consume organic food are becoming one of the favorable issue in this moment that alway s be discussed and concerned by most of the population today. However, the amount of people who purchase organic food is considered low. According to Fotopoulos and Krystallis (2003), customers are aware of the benefit brought by organic food but there is only small proportion of them willing to pay for it. Additionally, surpass brought a significant issue to potential customers (Padel and Foster, 2005) since coverage of organic food shop is low and cause customers who have the intention to purchase organic food face difficulty when they wanted to buy.Additionally, there are a number of research focus on organic industry had been conducted by researchers from others country (for instance, Gracia and de Magistris, 2007 Fillion and Arazi 2002). However, there is only few researchers are focusing on the organic industry in Malaysia. As a result, this study can helps in better understanding about organic agriculture in Malaysia and contribute to organic industry in Malaysia.As a result , this study aims to analyse in depth the factors that influence consumers feeling and motivate customers to pay for organic food. Apart from that, this study is crucial to show the brief picture to all related parties who involved in organic food industry such as farmers, department of agriculture, wholesalers, retailers and others. This study also plays as an important role and sources for education sector, marketers and small-medium entrepreneur (SME) to understand more about consumer behaviour and factors that influence consumers willingness to pay for organic food. By the end of the day, the result can help them to do their marketing plan more smoothly, effectively and successfully.According to a report posted by Food, Nutrition Science in May 2009, stated that Organic Trade Association (OTA) published the sales of organic have hit $22million. As a result, knowledge and crime syndicate of database are crucial for policy makers in order to implementing their marketing plan. e rstwhile wealth of data and evidence presented in the industry, all the parties can significantly gain from the benefit. This study can indirectly support small farmers to have more confidents in produce more and more organics foods. Increase in number of production not only can fulfill the demand of Malaysian and self sufficient but also have the opportunity to export the quality foods to others country. Besides, it give a more visual result to government in order to increase their expenditure in fortune small farmers to involve in organic farming. Furthermore, objective of some of the related agency such as CETDEM, FiBL, DOA and OAM can become more achievable. After knowing consumer behaviour in depth, retailer shops such as Justlife and Country farm can have more confidents on their effort and increase the coverage of their business in order to reach more potential and profitable customers.In addition, this study will help us in understanding consumer mind and know the reason be hind every purchase of organic food. We can know the aspects that always push and move consumers to purchase organic food instead of conventional foods. On the other hand, we also can see the barriers that influence consumer refuse to purchase organic food and stay with convention foods which offer a lower price and have a high coverage. This also can assist us to understand the barriers faced by most of the population from their point of view. The barriers can be narrow down when we know the root cause of the barriers. Marketer can use the valuable information to run their marketing mix (4P-people, promotion, place, product) and promotion mix (advertising, personal selling, direct marketing, sponsorship, promotion, public relation). Other than that, consumer organic food is one of the ways to save and secure the earth. This can give a hand to the group who are environmental friendly and always pick out and care the earth. Green life with organic food can provide a bright future fo r the entire citizen to own a healthier life style and also a superior environment. Moreover, we can keep a more natural and fantastic earth for our next generation. By exposing more people to organic product, we are able to educate them the importance of growing this industry in Malaysia. As the demands increase, it will benefit all level of people as it will boosts our economy to a higher level. It will provide more jobs opportunity, more researches and bring more affair in this sector. Eventually, it reflects directly on Malaysia GDP, attracts foreign investment and technology transfer.1.6 stove of StudyThe main focus of this study is to identify how organic consumers behave and their willingness to pay for organic food. This research will be targeted on consumers instead of customers since consumers are the group of people who already takes their action in organic consumption. The information provided by them is more precise and accurate if compared to each other. According to information, organic include organic food and organic products. However, the popularity and acceptability of organic products in Malaysia still consider low. Consequently, this research will focus on organic food such as can food, fresh vegetable, fruit and others.As we all known, consumers willingness to pay is an issue that difficult for marketer to predict. stack always change according to the environment, people, object and others surrounding them. However, people who possess the same characteristics or in the same categorize will always have the same respond to particular matter. Consequently, we will come out some possible hypotheses and do a research on it to help related parties in the industry to make their decision. Beside that, we will study consumers willingness to pay for organic food since organics foods industry still in a growth stage in product life cycle (PLC). We believe that the consequent of this research will be very useful and valuable for marketers and ret ailers. In addition, questionnaire