The Challenges Of Protecting Personal Information Information Technology Essay

The Challenges Of Protecting Personal Information Information Technology Essay The aim of this paper is to review the importance of personal data, also known as sensitive data that are actually used virtually by any organisation in this 21st century. Personal information has become the biggest issue around the world, either processing or protecting it. But, in this article, the focus is on the health care system which is the Electric Health Record system (EHR), it is a system use to record health information electronically. Having the legislation, rules and regulation in place, it is found that this system has failed to provide protection on personal data. As a matter of fact, this system has managed to be exploited by unauthorised people. The EHR system was not fully tested accordingly to meet the end-users requirement, but released to the health service for use. The growth of data loss is increasingly common among the organisations in day to life and challenges in protecting personal data have emerged. It is therefore essential that health care service establ ish a better security policy to protect the personal data. This research paper will explain the security issues need to be enforced in order to protect data from the vulnerabilities. 1. INTRODUCTION One of the most significant current discussions in legal and moral philosophy is the security of data. It has become a central issue for many organisations to achieve a successful information system within defined scope, quality, time and cost constraints in order to protect privacy, confidentiality and security. Researchers like Olvingson et al. (2003) suggest that there have been drastic changes in the provision of health services since the introduction of computers about three decades ago and issues related to the protection of personal health information have resulted in both technical research and political debate.[1] Thus, it can be justified that security of data is still the leading cause of failure in software system development. The main issues addressed in this paper are personal information, data protection and security. It has been divided into four parts. The first one deals with the explanation of personal data, data protection and disclosure of data. The second part is to evaluate the risks and the impact on information system. The third one is to present different approaches to counter these risks. The forth one is to provide a summary of findings that can be use as lessons in the future. The purpose of this paper is to review the latest years of research into these parts and critically evaluate and validate this case study. 1.1 What is personal data? Personal data can be classified into three main categories; these are contact, profile and behavioural information. It contains the detail information of a living person that is unique to each individual. In this scenario, the personal data reveals the information of individuals health such as name, racial origin ,blood group, sex, DNA, contact details, next of kin, illnesses, treatment and General Practitioners detail. Therefore, EHR system functions at its best to record and transmit this information throughout the health service organisations. But, the biggest challenge of this system is to protect the privacy of patients health information. The main question addressed in this paper is how to protect this sensitive data. According to Croll.P.R (2010), he discusses that the effectiveness of Privacy and security measures depend mostly on the policies adopted by the healthcare organisation.[2] It can be argued that research shows that there is inadequate policies enforce by the gover nment and the medical organisation to prevent further harm on personal data. It can just be suggested that future research should determine how to address these issues effectively and generate effective security policies in IS project development 1.2 Data Protection Act is a legislation that has been established since 1984 and replaced in 1998, it is an Act to protect personal data. The principles of this Act are to make sure that data is accurate and correct. Information should be fairly and lawfully processed. Personal data should not be kept longer than necessary and processed for limited purposes. It should be adequate, relevant and up to date. The most important ones are not to reveal personal data in any manner and should be secure. Personal data should be processed in accordance with the data subjects rights. This Data Act also emphasizes on the accessibility of data, that is to say who is allowed to access to the data and under what conditions. Liability is crucial because it is about who is responsible if the data is abused. Haasa S. et al (2010), they argue that even if the providers policy states that data protection regulations and legislation are met, patients cannot control the EHR providers usage of their data. [3] Thus, it can be discussed that EHR system is not a single medical institution anymore and it is run by other enterprises who maintain the electronic records system where they have access to the personal data and able to disclose private information to other third parties. According to this article, the National Health Information Network (NHIN) and Health Insurance Portability and Accountability Act (HIPPA) cannot guarantee the security of health records because they are not sure people working within the medical organisation will abide by the rule. 1.3 Disclosure of Data is the revelation of data; it can be either wanted or unwanted disclosure. This means that one can either reveal the personal data to the authorised party or to the third party that could be unauthorised without any conditions. But, this paper focuses on the risks that are associated with the data that is disclosed inappropriately. Researchers have found that the in-house sabotage is the leading cause of sharing information to the third parties. It is the most common risk factor that has been identified by recent studies so far. An example of this potential risk of harvesting personal data for commercial purposes is the CAMM scam in Australia, 2003. It is a company promoting pharmaceutical activities and manages to upload the EHR system where they extract the personal data with some doctors approval. [4] Later, it was found that CAMM did not just use it for the pharmaceutical purposes, but also sold it to many insurance companies and to other organisations that wanted to buy the data. Hence, it can be argued that this can cause significant threats to patients privacy. Concerns have been raised by several bodies about the poor regulatory structures and policies implementing by the government in protecting personal data. The other associated risks are hackers, natural disaster, terrorism and viruses. According to the case study, the fact and figures shows that 99% were the staff that had the opportunity to target the system and 88% of the organisations had lost money between 500 dollars to 10 millions of dollars.[5] The most surprising fact is when staff leaves the organisation, they are the one who become the attackers of the company. Security breaches mostly when there is lack of access control which leads to information technology sabotage. Angus N (2005) argues that if it is for the benefit of the patient, information can be shared within the multidisciplinary team caring for the patient and does not apply to research, teaching or other unqualified members.[6] Thus, it can be justified that information should only be disclosed appropriately and safely to the people required or authorised by the legislation and hence this will improve the security issues. 2. Evaluation of the risks and impact on information systems This part of the discussion is about the evaluation of the risks listed above and the impact on information systems in terms of storage, transport, access management and disclosure are as follows: Storage -The idea of the freedom people working anywhere has in fact increase the ability to carry data on portable hard drives, laptops and USB sticks. Recent report has confirmed that data leakage have become very common among the organisations and has great impact on the relationship to customer due to the loss of laptops and USB. For example the case of the PA consulting who transferred the personal data of 84,000 prisoners in England and Wales to a memory sticks that gone missing. [7] This was a total disaster in terms of money loss and identity frauds. There is increasing concern of shopping on line because of security which is the major perception whether to buy or not to on line. Recent developments in using credit cards have heightened the need for better security policy to protect personal bank details from hackers. Transport -The crucial thing is when electronic data is carrying insecurely in public domain and from one domain to another. That has an inverse impact on infor mation systems such as people will lose confidence in using the system. Economically speaking, the risks to organisations have grown immensely where consumers and businesses suffer from loss of availability, integrity and confidentiality. If any of these is loss either accidentally or deliberately, this will affect the organisations productivity, popularity and much more. According to this case study, the health service system is more networked and that lead to an increase of intrusion and malware. The statistic research shows that health care companies in United States had an average of 13,400 attacks per day at the end of 2009, according to the Secure Works where some of these attacks are hacking credit card and others are automated attacks from malware which infect computers via networks and USB sticks. [8] In UK, late 2009, there were three London Hospitals that were forced to shut down their computer networks due to the infected malware known as Mytob. [9] It can be argued that has an adverse impact on NHS because 4,700 computers were infected and it took about two weeks to eliminate the virus which was cost-effective and data loss.[10] These attacks can also result in wrong diagnosis of patients and even cause death if the patients information have been erased or mislead by the malicious attack. Access Management is about the authentication process which deals with the authorization of user sID and password to have access to the data. Concerns have been raised by several bodies about the poor password management. This means that passwordword is not changed regularly and has the same default fixed password which in turn makes the system vulnerable to most attacks. In fact, this scenario states that the user do not need to have administrator access to do serious damage to the health records. McSherry (2004) suggests that with the growing effectiveness of data retrieval engines and data mining techniques, personal data has become vulnerable to unauthorised people. [11] It can be argued that data kept electronically makes it easier to exploit by data thieves and other intruders. Disclosure this explains to whom information should be disclosed to, that is to say who is liable to receive this information and on what conditions. The employees have a key role to play regarding this because whether they are liable under the Data Protection Act, company rules and regulation or not. But in most cases as mentioned above, it is found that mostly the staff that breaches the contract while dealing with personal information. 3. Controls and countermeasures Presentation of different approaches will be discussed in this part of the paper to counter these risks listed above. Recent developments in the field of security issues have led to a renewed interest in encryption. Encryption is the process of converting information into codes. It is in the form of computer programs software used to secure data. That is to say, a sender enters his / her personal data, it is first get encrypted and then decrypted before it reach to the receiver. It is one of the best solutions to all of these potential threats. Encryption is distinguished to protect communications and secure data effectively and safely, thus it can be justified that encryption should be enforced by the organisations internally and externally. This also applies on mobile devices, such as mobile phones and laptops where data are stored. Good and effective password management policy should be implemented at workplace. As a matter fact, authentication is the key factor of security issues , thus it is important to have strong methods, for example change password regularly and change the default. Staff should not bypass password in any manner. Education and training regarding data protection should be continuously adhered to employees. Public key infrastructure should be implemented as it provides a means to generate, administer and revoke digital certificate. It works similar to personal IDs, public key provides authentication where as the private key provides confidentiality. Therefore, encryption should be critically put in force when data is transmitted from one place to another, for passwords to limit unauthorised access and while storing data in databases and files. Firewall and other anti -virus software are also countermeasures that are needed to deploy by organisation to protect, detect and remove virus infection. However, a major problem with this kind of application is organisation often focus on security issues and forget the safety issues when it comes to the rules and regulations, thus medical system should emphasise on safety measures. Standards need to be followed to enable security protection. It is important that information is disclosed appropriately and safely to the required people on conditions. Some other measures that need to be considered are check has to be made with Internet Service Provider whether personal details are protected and shopping online should take place only through secure server which is https and not http. It is important to delete the browsing details after the transactions are completed and that helps protecting the online privacy. The most important one is for staff to abide by the rules and regulation in the organisation to successfully protect the personal data. However, Guarda P and Zannone N (2009), they suggest that it is difficult for an organisation to assure data subjects about the correct execution of data processing. [12] It can thus be argued that data processing is a very delicate activit y which need better assurance policy. According to the case study, an automated security testing tool was used in OpenEMR application and discovered about 400 vulnerabilities. Implementation bugs are code-level security problems. [13]. It was found that EHRs did not manage to keep up with discretion of patients records. An SQL injection attack was performed in OpenEMR and enabled to log in as the Front Office user without administravives authorization. Using this technique, it is established that any table in the database could be exploited, but the Proprietary Med application was safe. A Cross-site scripting attack is when malicious script is entered into the webpage. It was also successful and managed to exploit six in each application. It can thus be justified that the best way to test web application is to have the cross-site script applied correctly. Cookies- are small text files contain information such as username, start page, user preferences and contents of a shopping cart, they are use to analyse the user and support junk mail.

The James Bond Phenomenon :: essays research papers

The James Bond Phenomenon   Ã‚  Ã‚  Ã‚  Ã‚  James Bond has gone through a lot of changes in the years with 19 films. James Bond has been played by Sean Connery, Roger Moore, Timothy Dalton, George Lazneby, to Pierce Bronsman. All being great James Bond characters. The best of them being Sean Connery, why? I don't know why, he has always just been a better actor in every movie he has been in. Then comes Pierce Bronsman because he has been in movies for my generation and I can relate with the stuff going on in his movies. Then would come Timothy Dalton because he looks and acts a lot like Pierce Bronsman. I would guess Roger Moore comes in fourth, why? because I HATE George Lazneby and I have no where else to put him. George Lazenby comes in way last because he is not a actor, he is a talking mannequin. They have all gone through different types of adventures, well ok they were all action/spy problems but they were all different, in some ways anyway. Hey if they suck so much why can't you stop watching them? Why have they made so many of them? eh? thats what I thought. I had my doubts about watching all these James Bond movies, but they were all good. Sean Connery Played a nice cool, slick James Bond, well so did the others but he was better at it because he naturally is cool and slick. Pierce Bronsman played also as a cool, slick James Bond, he really looked like he was a spy, he kept his cool, I really liked that scene in Golden Eye when he is at the tanks of fuel where the satellite comes out of the water and they are shooting at him and there is sparks right next to his eye and he keeps on doing what he is doing. Talk bout a great and intense scene there. Timothy Dalton played as fast acting, nervous person as he played James bond. In my opinion he looked very nervous and very like hyper, he really wasn't that good, but he looked like he was a really bad acting Pierce Bronsman. Roger Moore, well he TRYED to act as a cool, slick James Bond, but he didn't really pull it off right, he just looked like a big dork in my opinion, he wasn't aggressive enough to be a good James Bond. He tryed to be aggressive but he just made a fool of him self, In his movie Live and Let die, the co-starring actors and actresses really made The James Bond Phenomenon :: essays research papers The James Bond Phenomenon   Ã‚  Ã‚  Ã‚  Ã‚  James Bond has gone through a lot of changes in the years with 19 films. James Bond has been played by Sean Connery, Roger Moore, Timothy Dalton, George Lazneby, to Pierce Bronsman. All being great James Bond characters. The best of them being Sean Connery, why? I don't know why, he has always just been a better actor in every movie he has been in. Then comes Pierce Bronsman because he has been in movies for my generation and I can relate with the stuff going on in his movies. Then would come Timothy Dalton because he looks and acts a lot like Pierce Bronsman. I would guess Roger Moore comes in fourth, why? because I HATE George Lazneby and I have no where else to put him. George Lazenby comes in way last because he is not a actor, he is a talking mannequin. They have all gone through different types of adventures, well ok they were all action/spy problems but they were all different, in some ways anyway. Hey if they suck so much why can't you stop watching them? Why have they made so many of them? eh? thats what I thought. I had my doubts about watching all these James Bond movies, but they were all good. Sean Connery Played a nice cool, slick James Bond, well so did the others but he was better at it because he naturally is cool and slick. Pierce Bronsman played also as a cool, slick James Bond, he really looked like he was a spy, he kept his cool, I really liked that scene in Golden Eye when he is at the tanks of fuel where the satellite comes out of the water and they are shooting at him and there is sparks right next to his eye and he keeps on doing what he is doing. Talk bout a great and intense scene there. Timothy Dalton played as fast acting, nervous person as he played James bond. In my opinion he looked very nervous and very like hyper, he really wasn't that good, but he looked like he was a really bad acting Pierce Bronsman. Roger Moore, well he TRYED to act as a cool, slick James Bond, but he didn't really pull it off right, he just looked like a big dork in my opinion, he wasn't aggressive enough to be a good James Bond. He tryed to be aggressive but he just made a fool of him self, In his movie Live and Let die, the co-starring actors and actresses really made

Paradise Lost and The Blazing World: Knowledge of Knowledge that is Bes

Paradise Lost and The Blazing World: Knowledge of Knowledge that is Best Left Unknown John Milton set out to write Paradise Lost in order to â€Å"justify the ways of God to men† (1.26). To achieve this grand goal, Milton relies on his reader’s capability to discover a degree of personal revelation within the text. Many scholars have noted Milton’s reliance on personal discovery throughout Paradise Lost; Stanley Eugene Fish points out that discovery operates in Paradise Lost in a way that â€Å"is analogous to that of the Mosaic Law† because it invokes a level of interaction with the reader that is able to â€Å"bring us to the righteousness of Christ† (526-7). This idea of discovery differs from genre because the reader’s personal experiences within the text frame the guiding principles for the reader’s self-education. In The Blazing Word, Margaret Cavendish utilizes discovery as a means to instruct her reader in a way that closely resembles that used by Milton in Paradise Lost. In addition, Cavendish makes use of one of its main themes: â€Å"Be lowly wise† (Milton 8.173). Although the idea that Cavendish and Milton would both emphasize personal discovery in their texts may not be all that earth-shattering, it seems rather implausible that Margaret Cavendish, a woman who was a â€Å"stanch opponent to Puritan values,† (Ankers 306) as well as an devoted royalist, could have possessed a conception of the nature of knowledge that was virtually indistinguishable from the one held by John Milton, a devout Puritan and Cromwell supporter. Furthermore, our current conceptions of these two writers—Margaret Cavendish as a pioneering feminist writer and John Milton as a conservative Christian icon—seem to further undermine any notion that these two autho... ...ary Criticism 9.1,2 (2000): 301-15. Cavendish, Margaret. The Blazing World. The Blazing World & Other Writings. Ed. Kate Lilley. London: Penguin, 1994. 117-202. Fish, Stanely Eugene. â€Å"Discovery as Form in Paradise Lost.† Paradise Lost: An Authoritative Text Backgrounds and SourcesCriticism. 2nd ed. Ed. Scott Elledge. New York: Nortan, 1993. 526-36. Lilley, Kate. â€Å"Introduction†. The Blazing World & Other Writings.Ed. Kate Lilley. London: Penguin, 1994. ix-xxxii. Milton, John. Paradise Lost. Paradise Lost: An Authoritative Text Backgrounds and Sources Criticism. 2nd ed. Ed. Scott Elledge. New York: Nortan, 1993. 1-304. Wood, Caroline Tanya. â€Å"The Fall and Rise of Absoluteism: Margaret Cavendish’s Manipulation of Masque Conventions in ‘The Claspe: Fantasmes Masque’and The Blazing World.† In-Between: Essays & Studies in Literary Criticism 9.1,2 (2000): 287-99.

Blood in The Tragedy of Macbeth and Lord of the Flies Essay

In both Lord of the Flies by William Golding and The Tragedy of Macbeth by William Shakespeare, blood is used to symbolize violence in man, whether it is portraying loss of innocence and the malicious urges of a corrupted heart or the deep guilt scarring an individual after a murder. The Tragedy of Macbeth uses blood as a symbol repeatedly throughout the plot. The play is about a young nobleman of Scotland named Macbeth. After a long day of fighting, Macbeth and another character named Banquo cross paths with three weird sisters. When the witches first spoke, they told a prophecy, â€Å"All hail, Macbeth! Hail to thee, Thane of Glamis! All hail, Macbeth! Hail to thee, Thane of Cawdor! All hail, Macbeth, that shalt be king hereafter!†(1.3.48-50). After Macbeth learned his future, he and his wife plotted to kill the king of Scotland. Initially after the murder, Macbeth felt guilty for his sin, and uses blood to literally and symbolically show his guilt. â€Å"Will all great Neptune’s ocean wash this blood clean from my hand? No; this my hand will rather the multitudinous seas incarnadine, making the green one red†(2.2.59-62). Blood in this specific example portrays the intense feeling of guilt that Macbeth had. He believed that nothing would take the blood spilled from the murder off of his hands. This is very similar to how Jack from Lord of the Flies felt first about the idea of him killing the innocent. The first time the boys on the island hunted down a pig to kill, Jack had the opportunity to kill it but did not. This relates back to the guilt felt by Macbeth, as both examples show the characters feelings about bloodshed before they became killers. Both Macbeth and Jack seemed brave to anyone viewing them, but were scared of murder in the beginning. However, as both plots thickened, the characters changed for the worse and went on to kill more and more. After Jack killed the sow, he took her blood and wiped it all over his face and then proceeded to shove a pointed stick through her head and display her to anyone who looked. In The Tragedy of Macbeth, after Macbeth got over the guilt of his first murder he  then went on to kill an even larger number of people. Both Jack and Macbeth lost all of their innocence and let their violent, corrupted hearts take over. They grew more and more bloodthirsty, and their murderous natures became overwhelming to them. In fact, the craving to kill became so strong for both characters that they slaughtered the innocent, just because they could. In Lord of the Flies, Jack and his boys killed Simon and Piggy along with attempting to kill Ralph. The deaths of Simon and Piggy were results of Jack’s heart becoming more evil, and wanting to kill just to kill. Jack did not have to kill them. This is similar to how Macbeth attempted to kill MacDuff. The witches told Macbeth that he didn’t need to kill MacDuff, and his position on the throne was already sealed. They also told him that he needed to beware of MacDuff. However, Macbeth didn’t listen to them and wanted no more than to kill for the sake of killing. Macbeth went on to kill everyone in MacDuff’s castle, and he tried and failed to kill MacDuff himself. This resulted in the death of Macbeth. The idea of bloodlust and death was shown even before Jack or Macbeth committed murder. When Golding described the island that the boys were stranded on, the damage that the airplane did to the island was called a â€Å"scar.† Since scars are created from cuts, they bleed. Another example from Lord of the Flies is when Ralph plunges into the water for the first time. Golding described the water being warmer than blood, which gave readers the idea that bloodlust would become a very prominent image in the novel. In The Tragedy of Macbeth, blood and violence was seen everywhere. â€Å"And Fortune, on his damned quarrel smiling, showed like a rebel’s whore: but all’s too weak: for brave Macbeth- well he deserves that name- disdaining Fortune, with his brandished steel, which smoked with blood execution, like valor’s minion carved out his passage till he faced the slave; which nev’r shook hands, nor bade farewell to him, till he unseamed him from the nave to th’ chops, and fixed his head upon our battlements†(1.2.14-23). This example shows Macbeth actually being praised for his brutality, which shows that he already had a killer inside of him. However, Macbeth was not killing for personal gain at this point, but killed as a result of battle. Both in the novel Lord of the Flies and the play The Tragedy of Macbeth,  murder and the spilling of blood turned both the characters Jack and Macbeth into malicious, bloodthirsty killers. Blood was a symbol in both writings to show the evil and violent nature of mankind, along with feelings of guilt, loss of innocence, and bloodlust.

The Relation Between the Customer Behavior and Shopping Centre

Title The relation between the customer behavior and shopping centre promotion Author(s) RISHI The relation between the customer behaviour and shopping centre promotion Citation Issue Date 22/3/2012 URL Rights 2002 http://hdl. handle. net/10722/28778 The author retains all proprietary rights, (such as patent rights) and the right to use in future works. The Relation between the Customer Behaviour and Shopping Centre Promotion: A Case Study of Whampoa Garden TSE Chun Wai DISSERTATION Submitted in partial fulfillment of the requirements for the degree of Master of Housing Management The University of Hong KongDecember 2002 DECLARATION i declare that this dissertation, entitled The relationship between the customer behaviours and shopping centre promotion: A case study of Whampoa Garden, represents my own work, except where due acknowledgement is made, and that it has not been previously included in a thesis, dissertation or report submitted to this University or other institution for a degree, diploma or other qualification. un Wai Acknowledgement This paper intends to show the relationship between the customer behaviors and shopping centre promotion, to understand the problem of the shopping entre by studying the customer behaviors and examining the shopping promotion strategies. Firstly the author sincerely thanks Mr. Bonny Chiu who has worked ? n Whampoa Garden ? n the property management department, for his assistance ? n providing information about the details of Whampoa Garden and promotion strategies. Secondly, thanks must be expressed to Ms. Candy Lam and Ms. Jessica Wong; classmates of Master of Housing Management have given valuable information regarding the shopping centre under their management. Thirdly, the author must also thank Ms.June Yau and Mona So for helping with word processing and production of the final typescript and proofreading. Finally, the author wants to thank Dr. Eddie Hui, the supervisor of this dissertation, for his valuable guidan ce and support in the research of this paper. THE UNIVERSITY OF HONG KONG i. I Il W ir . J Thesis Collection Deposited by the Author Contents Acknowledgement Abstract 1. Introduction ti Am and objectives p. 1 1. 2 Methodologies 1. 3 Researchmethod I . 4 Implication of the study 1. 5 Sourceofdata 2. p. 2 p. 3 p. 3 p. 4 P. 4 Customer behavior and shopping centre p. 5 2. 1 The definition fcustomerbehaviour Dynamic customer behaviour Interaction Exchanges 2. 2 Why people go shopping 2. 3 Factors affecting shopping behaviours and motivations 2. 4 Changingofshoppinghabit 2. 5 Goal and characteristic of customer 2. 6 Conceptual models and customer characteristics 2. 1. 1 2. 1. 2 2. 1. 3 2. 6. 1 2. 6. 2 2. 6. 3 2. 6. 4 Huff1s topological model (1960) Timmermans' conceptual model (1982) Sheth's integrative theory 2. 6. 3. 1 Choicecalculus 2. 6. 3. 2 ShoppIng motives 2. 6. 3. 3 Shopping option Lindquist(1974-1975) 3. What is a â€Å"shopping centre†? 3. 1 The principle of a shopping ce ntreIdentification the positioning, role and function of a shopping 3. 1 1 centre 3. 1. 2 Location ata shopping centre 3. 1. 3 Catchmeritarea 3. 1. 4 Accessibility and interlink 3. 1. 5 TenantMix 3. 1. 6 Decoration Shopfront 3. 1. 7 Entrances 3. 1. 8 3. 1. 9 Finishes 3. 1. 10 Signagesystem 3. 1. 11 Marketing 3. 1. 12 Management 3. 1. 13 Promotion . 3. 2 Typeofshoppingcentre 3. 2. 1 3. 2. 2 The neighborhood centre The community shopping centre p. 5 p. 6 p. 6 p. 6 p. 7 p. 8 p. 10 pli p. 11 p12 p. 12 p. 12 p. 13 p. 13 p. 14 p. 14 p. 17 p. 18 p. 18 p. 19 p. 19 p. 19 p. 20 p. 20 p. 21 p. 21 p. 22 p. 22 p. 23 p. 3 p. 23 p. 24 p. 25 p. 26 32. 3 The regonaI shopping centre 3. 2. 4 Specialty shopping centre 3. 3 The development of shopping centre 3. 4 Dev&opment of shopping centres in Hong Kong 3. 4. 1 Firstphase 3. 4. 2 Second phase 3. 4. 3 Third phase 4. CasestudyofwhampoaGarden 4. 1 background information and characteristic of Whampoa Garden 4. 1. 1 Development 4. 1. 2 Accessibility 4. 1. 3 Catchrnentarea and interlink 4. 1. 4 Conceptofnewtown 4. 1. 5 Theme Concept 4. 1. 6 Varietyofshop 4. 1. 7 Continuous refurbishment 4. 1. 8 Shoppingmanagement 4. 1. 9 Cleaning 4. 1. 10 Security 4. 1. 11 Air-conditioning 4. 1. 2 Maintenance & repair 4. 2 Findings Irnageattributes 4. 2. 1 4. 2. 1. 1 Recreational experience 4. 2. 1. 2 Userfriendly 4. 2. 1. 3 Stores 4. 2. 1. 4 Qualityofstores 4. 2. 1. 5 Easeofusebycarandbus 4. 2. 2 Shoppers characteristics 4. 2. 2. 1 Gender 4. 2. 2. 2 Shopping accompanied 4. 2. 2. 3 Travel model 4. 2. 2. 4 Occupation 4. 2. 2. 5 Monthly income 4. 2. 2. 6 Frequency of visits 4. 2. 2. 7 Presence of undesirable characters 5. Problems ofWhampoa Garden p. 32 p. 32 p. 32 p. 32 p. 34 p. 34 p. 34 P. 37 p. 38 p. 38 p. 39 p. 39 P. 40 p. 40 P. 41 p. 41 p. 41 p. 41 p. 4. 2 p. 43 p. 43 p. 43 p. 44 p. 44 p. 45 . 45 p. 45 p. 46 p. 47 Inadequate parking facilities Uncovered footpaths/insufficient interlinks Unsuccessful theme concept p. 48 p. 48 p. 48 p. 49 p. 50 Lack ofanchorteriants p. 51 Recession of retailing industry p. 52 5. 1 Lack of mass transportation network 5. 2 5. 3 5. 4 5. 5 5. 6 p. 27 p. 27 p. 28 p. 29 p. 30 p. 30 p. 30 6. Recommendations and shopping centres in the future 6. 1 Understandshopper'sneed 6. 2 HK$10 Plaza discountoutlets 6. 3 Transportation p. 54. p. 54 p. 54 p. 55 6. 4 Parking spaces arid footpath 6. 5 Marketing strategies 6. 6 Signage 61 Development of theme concept 6. 8 Promotion . 8. 1 Advertising 6. 8. 2 Personal selling 6. 83 Sales promotion 6. 8. 4 Publicity p. 56 p57 p. 57 p. 58 p. 58 p. 59 p. 59 p. 59 p. 59 7. Conclusion p. 61 Questionnaires p. 63 Summary results of questionnaire for customers p. 68 Bibliography p. 73 Abstract In Hong Kong, the accessibility and transportation network of newly constructed site is highly important. The transport links, especially by means of Mass Transit Railway and Kowloon-Canton Railway, are vital to the retailers, as these would increase footfall, which can bring thetn more p otential customers. However, it is all for the shoppers?Where will they go and why will they shop? Customers' shopping habits and preference has changed over years. Most importantly, it has gone along with the development and construction of shopping centre. Now instead of shopping in the sheet, shopping in huge department stores is a new trend. This paper aims at assessing the factors in attributing to the shoppers' decision by starting with a brief description of customer's behavioural models and the development of shopping centre in Hong Kong. Determining elements include convenience, pleasant and entertainment environment, tenant mix, leisure facilities and catchment, etc.Whampoa Garden is selected as the case study Overall, the findings shows active, well planned, coordinated and periodical promotion should be operated throughout the year. Besides promotion, the infrastructure of shopping centres also plays a vital role in deciding the retail pattern and the tenant mix. Therefo re, active promotion activities and continual development of shopping centres should be used as the strategy to meet the ever-changing demand and improve the image of the centre for their specified clientele. 1. Inlroduction Shopping centres are vital to our economy.Different planning of shopping centres causes different sizes and arrangements. However, all these planning would bear two purposes in mind – to provide an optimum retailing environment for the tenants and to meet the needs of customers. In recent decades, shopping centres are becoming increasingly important for the services they provide to individual consumers and many ways in which they benefit the communities in which they are located. Developers should want to know how and why people shop in their shopping centres, but others just have a fare dodging and walking in the centre.From a commercial standpoint, it may distinguish consumer behaviour from other activities. This is the point for the shopping centre bec ause profits are generated when consumers select the shopping centre rather than another. Consumers are more interested in the facilities provided by the shopping centres, so that they could spend their time arid money in there. The improvement of living standard in Hong Kong has to lead the transformation of shopping behaviour of the residents. Formerly, markets were just places where people gather together for retail activities.Nowadays, shopping centres have become multifunctional, and it is an enclosed area not only for shopping, but also for entertainment and amusement. A successful shopping centre must have the right location, (easy to access) good management; effective marketing strategy arid the right tenant mix for the demographic profile of the population it serves. However, the attraction of the shopping centre will slip downwards or fade away with the passage of time: demographic changes, competition arising from the other new shopping centres, etc. All these pose as gre at challenge for the status of an existing shopping centre.Therefore, strategies are required for rejuvenation. The aim far promoting shopping centres is to improve their overall commercial potentials and auxiliary facilities. In addition, the shoppers' behaviors and characteristics, (preference, the choices ofthe retails shops, etc. ) as well as location of the shopping centre also have to consider. Furthermore, the competition from new shopping centres compels existing shopping centres to seek for the best ways and strategies to revive the business of a shopping centre. 1. 1 Aim and Objectives The aims of this study are to investigate and evaluate strategies for the shopping entre promotion in upgrading the value of a shopping centre. Factors such as marketing stand point, competition from other competitors, demographic of the surrounding areas, social and economic situation will be considered. In addition, this paper will study the consumer behaviour and characteristics, such as place of residence, mode oftransportation, frequency ofvisit and consumer images. The objectives ofthis study are as follows: I. I . i To conduct a literature review on the characteristics and the development 2 of shopping centre through a case study on â€Å"Whampoa Garden Shopping Centre† located at Hung Horn; . i . 2 To study the behaviour of the customers; i . 1. 3 To identify the decision problems and preferences ofthe customers; i . i . 4 To analyze the store image from the view ofthe customers; 1. 1. 5 To study why shopping centres require promotion strategies? and; i . 1 . 6 To examine the shopping centre promotion strategies; 12 Methodologies in the theoretical framework, reference has been made to relevant books, magazines, newspaper, annual reports, journals as well as data from census and government statistics. In addition, marketing, promotion and management of shopping centres will also be included.In order to obtain an understanding of the relationship between the customer behaviours and shopping centre promotion, this essay will examine two broad measures. The frequency of visit, purpose, accessibility, facilities, image and overall impression of the shopping centre would be identified. Moreover, the age group, sex, place of living, working condition, income and household size of the customers will be studied. In order to examine the taxonomies adopted by previous researchers of consumer (spatial) shopping behaviour such as Shepherd and Thomas, (1980); Spiggle and Sewell, (1987).The models such as Huffs topological model; Timmerman's conceptual model; Sheth's integrative theory and Lindquist will be reviewed. Those theories are focused on the perception of the shoppers relating to the shopping centre's image. Through the above methods, developers can select the right tenants and promotion strategies to generate income and promote the shopping centre image. On the other hand, a successful shopping centre can through the information such a s age, income group and the customers' behaviour, can decide the trade of business and formulate promotion strategies to attract customers to visit. 1. 4 Implication ofihe StudyThe study will find out the behaviours of customers, and the relationships among the tenants, developers and the customers. In addition, the shopping centre promotion will also influence the investment atmosphere and affect the income of the developers. The above study can be a reference for other aging shopping centres in carrying out revival programme. LS Source of Data This study is hard to get secondary data for the shopping condition since relevant parties are reluctant to provide their business strategies. Surveys would be carried out with the tenants and customers of the shopping centre in order to obtain the 4 first hand-data.On the other hand. , through interviews with the management staff and office staff, more information and data can also be obtained. Surveys and questionnaires will be conducted t o obtain the primary data. The questionnaire is printed in Chinese since the majority of' Hong Kong's population is Chinese. It contains questions about customer behaviour, personal particu1ar and the image of a shopping centre. 5 2. Customer Behaviour and Shopping Centre Customers spend their time in purchasing goods and services, at the appropriate places where they will visit. In addition, they also like to spend their leisure time for their aily activities such as entertainment, gathering arid shopping. Shopping centres provide them a place to meet these needs. What kind of shopping centre would be suitable for them; what kind of function and facilities should the centres have; what kind of market strategies and what kind of promotion can induce more customers to visit the centre. I [J1J1IIff According to Arnould, Price and Zinkham (2002), customer behaviours define as individuals or groups acquiring, using, and disposing of products, services, ideas, or experiences. Consumer be haviour also includes the acquisition and use of information.Therefore, communicating with consumers and receiving feedback from them is a crucial part of consumer behaviour of interest to marketers. Consumers may consist of individuals or groups including families, clubs and organizations, purchasing units within corporations, and government departments. Consumer behaviour is the study of human responses to products, services, arid the marketing of products and services. This topic is of considerable importance to marketing managers and marketing researchers because the focus on the consumers is the key contribution of marketing to business practice.Other business function (e. g. , finance, accounting and production) either neglect the consumer or overlook the consumer entirely. Organizations that lose sight of their consumers cannot compete effectively against firms that stay close to their consumers. Managers who really understand their customers develop better products and servi ces, promote their products and services more effectively, and adopt marketing plans and strategies that foster sustainable competitive advantages for their products and services. Furthermore, managers who know their consumers cari reach and satisfy them more efficiently.Such managers are important assets to any organization and are rewarded accordingly (Kardes 2002). The American Marketing Association defines consumer behaviour as â€Å"the dynamic interaction of affect and cognition, behaviour, arid environmental events by which human beings conduct the exchange aspects of their lives. † There are at least three important ideas that pointed out in this definition: (1) consumer behaviour is dynamic; (2) it involves interactions between effect and cognitions, behaviours, and environmental events; and (3) it involves exchanges. The following implications are put forward. 2. 1. 1 namicCnsumer Behaviour Consumer behaviour is dynamic and means individual consumers, consumers grou ps, and society at ‘arge are constantly changing and evolving across time. 2. 1. 2 Interaction It means that to understand consumers and develop superior marketing strategies, we must understand what they think (cognitions) and feel (effect), what they do (behaviour, and the things and places (environmental) that influence and are 7 influenced by what consumers think, feel, and do. 2. 1. 3 Exchanges These make the definition of consumer behaviour consistent with current definitions of marketing that also emphasize exchange.In fact, the role of marketing is to create exchanges with consumers by formulating and implementing marketing strategies (Peter and Olson, i 993). 2. 2 Why People GoShopping Why do people do the things they do? More specifically, why do they buy and consume the products, services, experiences, and brands they do? People always mention that when they are feeling low or want to reward themselves by shopping, and shopping can be interpreted as a pleasure or a self-gift. The role of shopping and purchasing has taken on dramatic new meaning and trend to be a recreational shopping.The modem, self-enclosed shopping centre in all its variant forms has become a site to which consumers make frequent visits to satisfy a wide variety of needs including those aesthetic enjoyment, problem solving, and personal display. These trends lead the emergence of the largest shopping centre such as Disney World, Universal Studios, and the like. Such shopping centres provide retail environments combine in shopping and entertainment. Going shopping is a major source of relaxation as well as a household chore. [:1 When people realize that a good store exposed the greatest portion of its goods to he greatest number of its shoppers for the longest period of time, which put its merchandise in the path and the field of vision in a way that invites people for consideration. We're all aware of how shopping means different things to different people at different times . We use shopping as therapy, reward, bribery, pastime, as an excuse to get out of the house, as a way to troll for potentia' loved ones, as entertainment, as a forni of education or even workshop, as a way to kill time. There are compulsive shoppers doing serious damage to their bank accounts and credit ratings, who use shopping as a cry for help (Underhil, i 999, p. 5-96). People going to shopping centres as all new modem shopping centres provide leisure spaces and varies facilities such as mini cinema, indoor family games stores and funfafr style shops. In addition, the enclosed environment, controlled climate, patrol of centre's security guards and the promotion events give customers a feeling of warmth, safety, comfort and satisfaction. In addition, people going shopping can be broadly divided into three categories, they visit the supermarket to buy household chores; occasional visits the regional shopping centre to buy fashion goods, elecirical app1iances and recently shopping centre as place for people gathering together and enjoy of fun. As Beddington stated in i 99 1 that shopping is a primary human activity in which almost every individual in civilized society Building and services for takes part, inevitably almost daily. shopping are as closely related to housing as those for education, health, administration and entertainment. Bund1in of products, product components, and services is an important consideration for manufacturers, retailers, and service providers bringing their goods and services to market. Bundling typically takes one or two forms: pure or mixed (Adams and Yellen, i 976).There are four factors that affecting customers' intention to buy product and service. (1) whether the product and service are pure and mixed; (2) the price discounts of a pure goods and service in comparison to the sum of the component of mixed; (3) the functional relationship among the components and (4) number of components. As more and more shopping centres estab lished with the development of property market, it is undeniable that the competition becomes more intense. Also as the economy recession of Hong Kong has not yet fully recovered, customers cautiously evaluate the goods and services when they use their savings, and he anchor product and service that they can obtain as they are become extra pricesensitive. On the other hand,, Shenzhen, a city in mainland China just about one hour from Hong Kong by train, offers attractive entertainment facilities and low- priced retail goods in various shopping complex. To a certain extent, it actually draws much Hong Kong customers away from Hong Kong' s more expensive stores and restaurants. In general, most retail shops inside shopping centres use lo price as its competitive tool to combat competition. It is not difficult to find that shopping malls range from metropolitan to eighborhood emphasize the concept of â€Å"Discount†, † Mega Sale† it is especially obvious in some fest ivals which usually highlight the provision of ‘crazy sa1e during festival. As a result, the provision of discount become a general practice to marketers and become a norm to shoppers. Without the benefit of discount, customers are more Likely to delay their consumption or shift to others stores with the provision of discount. Thus, it is not a long-term measure to combat competition. Ji}! iIU1iIk') tii flhlTi In the past, daily products such as provisions, wet foods are gathered in market; atching movie, shopping, entertainment, games and shopping are located in different places, performed at different times for specific people. Recently, the new modem shopping centres are characterised by new spatial form including leisure and consumption activities at the same place for different people. Centres are all modem and well-managed, together with special layout to attract tenants and customers. Many centres adopt the policy of encouraging independent and specialist outlets to pro vide more choices and lower price for the customers.The concept of tenant mix is widely used is shopping management, it provides a one-stop services for the customers, so that customers can obtain their needs in one trip. In addition, the centre is also provided security patrol system, cleaning 11 service, temperature controlled and the promotion events, customers can enjoy their life here in the enclosed environment, make them feel warmth, comfort, safety and satisfaction. Furthermore, people are looked busier; they would like to save their shopping time and use for entertainment and pursuit of personal interest and other leisure time activities.Nowadays, people are more enjoy the largest one-shop shopping centres, which providing them convenient and efficient shopping. In order to attract more customers visiting the shopping centre, shopping centre not only providing convenient and efficient shopping for customers, it also develop as a place for leisure activities and create parti cular themes to upgrade their ability to competition. Recently, there has been a trend for developer to provide mini cinemas, indoor family games stores, funfair style shops and food courts inside the shopping centre. Therefore, customers regard as part of their life or entertainment and enjoyment of their leisure time, this lead to increasing the pedestrian flow. In order to attract more pedestrian flow, developer recognized that some of the customers are only spent their leisure time in the centre without any purchasing. However, the large of pedestrian flow will induce investors and tenants to invest in the shopping centres, in which with recreational, entertainment and extra facilities. Finally, shoppers like to visit shopping centre when shopping promotion is held. As lifestyle of Hong Kong people is so excited, more and more shoppers strive for he feeling of relaxation during their weekends or holidays with families and 12 friends. They usually prefer to spend a day at shoppin g centre, which can provide one-stop services. 2. 5 Goal and Characteristic of CuMomer Women shop not out of devotional love for family members, and their shopping behaviours is an investment in their families and relationships with family members. Purchasers are rationalized not in terms of what was spent, but in terms of savings and thrift. The savings and thrift generated through shopping then constitute funds that can be given to dependents and descendents (Price, Arnould, Zirikhan, 2002). 6 Conceptual Mxle1s and Customer Characteristics In the following, the major ideas from and models derived by Huff, Timmerman, Sheth, Lindquist and Wee be briefly discussed. 2. 6. 1 Huff's Topological Model (1960) It attempts to derive simple deductive models of consumer spatial behaviour and cognition, Potter (1982) considers that one ofthe landmarks was the graph theoretical or topological model of consumers space preferences developed by Huff(1960) (McGoldrick, Peter J, and Thompson, Mark G . (1992, p. 46)).According to Huff, consumer spatial behaviour was determined by the interaction of three systems; the value, behaviour-space perception and movement imagery. These refer to (i) the geographical location of the consumer of the consumer and his/her personal traits; (ii) the perceived characteristics of the retail outlet; and (iii) the perceive and objective features 13 of the transport network and the mode of travel. 2. 6. 2 Timmermans' ConceptiialModel (1982) The model suggests that the decision problem such as the type of goods to be bought, together with the consumers value system, information levels, etc. , efines a set of decision criteria for the consumer which conditions the perception of the objective physical environment containing all potential outlets (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 47)). The decision making process makes this model involves an evaluation of each destination, base on the rating to evaluate attributes and Timmerman assu mes that consumer will chose their the destination with the highest scale value. In addition, he further points out that familiarity with the various shopping opportunities and whether they are within reasonable travel time are two important factors in this respect. . 6. 3 Sheth's integrative theory Sheth formulates a theory of shopping behaviour and a theory of shopping preference. A theory of shopping behaviour includes four types of unexpected events can intervene between preference and behaviour, such as events occur between the time and place when shopping preference and intentions are established and when actual shopping behaviour takes place (McGoldrick, Peter J and Thompson, Mark G. (1992, p. 47)). Sheth further postulated three basic constructions interact to determine a shopper' s preference or shopping predisposition. 14 2. 6. 3. Choice calculus Sheth used three systems such as sequential, dominant and tradeoff as the first construct by which consumers may match their sho pping motives with their shopping operation. In which sequential calculus eliminated shopping options that do not satisfy this motive until all shopping motives have been utilized. Tradeoff calculus involves the evaluation of each shopping option on aU shopping motives simulianeously to obtain an overall acceptability score. Finally, dominant calculus evaluates each shopping option only on the most impor. ant shopping motive. 2. 6. 3. 2 SlmppingmotivesShopping motives refer to shopper's needs and wants related to the choice that shoppers looking for. In 1983, Sheth provided a distinction between functional needs and non-functional needs; functional need is the shoppers need for the low prices or some products such as food, and non-functional need is the shoppers want to shop just for relieve boredom or some products such as clothes. In addition, Sheth mentioned that personal values, social values and epistemic values influence shopper's shopping motives. He further mentioned that sp ecial products also can influence shopper' s motives. 2. 6. 3. Shopping option According to Sheth, shopping options are determined by three market factors such as location, retail structure and positing/image. 15 2. 6. 4 Lindguist (1974-1975) Store image attributes groupings (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 59)). In this mode1 it describes nine store image attributes, which contributes to image formation or to favourable/unfavourable consumer attitudes towards outlets of various types. 2. 7 Shopping Centre Image Attributes AccordIng to Wee (1986) a basket of 27 attributes was worked out though an examination of coefficient alpha values.It was thought to adequately represent the domain of shopping centre image. By grouping the 27 attributes into different categories, 8 major factors of the customers towards store image are come out for ease analysis. Detail ofthe factor analysis is as follows:- Factor 1: Recreational Experience According to Wee, this factor accou nts for 3 1 . 2% of the variance and incorporates most of the â€Å"activity oriented†. These are, in descending order of leadings, a place to spend time, an â€Å"in place† to go, a place to go when the weather is bad, a place to take children and a place to eat or drink. Two feature related variables, ecor and spaciousness, also lead significantly and are consistent with this interpretation. Factor 2: JJr Friendliness This label was chosen to describe the group of variables loading with factor 2. Most of these attributes are features, which make the centre an easier and more 16 pleasant place to use. These attributes that are unique to this factor are the helpfulness of store staff, friendliness of the atmosphere, standard of security, toilet facilIties, seating area and air condoning. The two other attributes, place to eat or drink and a place to take children, load higher with factor i.Factor3: Stores It comprises the four attributes relating to stores at the cente r, rather than the centre itself. These rated the choice of major stores, the variety of stores, the product selection available within the stores and the general quality ofthe stores. Factor 4: Quality of Environment It combines the four attributes relating to the appearance and design of the centre, namely, cleanliness, lighting, spaciousness and decor. Factor 5: Ease ofUse by Car It represents the level of accessibility to car users, who tend to be in the majority at this centre. t is possibly surprising that layout loaded within this factor, rather than factor 2 or 4. This could suggest that the layout of at very large centre is associated more strongly with accessibility than with the internal feature of the centre. Factor6: Others Factor 6 was labeled â€Å"crowding† incorporating the level of crowds and the number of undesirable characters. Factor 7, labeled â€Å"ease of use by bus† combines the opening hours and access by bus; this provides a reminder that ope ning hours are, 17 in effect one element of accessibility. Only on attribute loads significantly ithin factor 8, the general leveL of prices. In this essay, survey will be conducted by using some attributes, which are mentioned above, for the analysis of the consumer behaviour of Whampoa. 18 3. What is a â€Å"SltoppingCentre†? The use of the world â€Å"mall† to describe a pedestrianised shopping street almost certainly originated in North America in ari effort to convey a greater sense of space, quality and elegance than is normally associated with an arcade. Malls are usually covered and wide enough to provide a central area for planting, seating, fountains and other furniture.Although shops fronting an arcade are usually smaller than those in a shopping mall, the basic difference between a mall and an arcade lies not in the types of shops found in them but in the volume of space between the frontages (Northen and Flaskoll 1977). The shopping centre is distinct from other forms of commercial retail development. It is a specialized, commercial land use and building type, which today is found throughout the world but until the late 1 970s thrived primarily in America suburbia, occurring only rarely in downtowns or rural areas. Over the years, it has been ransformed from a suburban concept to one with much broader and varies applications (Shopping Centre Development Handbook). According to Urban Land Institutes (1990), shopping centre is defined as â€Å"A group of commercial establishments, planned, developed, owned, arid managed as a unit related in location, size and type of shops to the trade area it serves; it provides on-site parking in definite relationship to the types and sizes ofthe store (James (1993, p. 3)). Recently, Urban Land Institutes has redefmed this definition so that a shopping centre must have a minimum of three commercial establishments, and, in the case of urban 9 shopping centres, their on-site parking needs may be relat ed not only to the types and sizes of the stores but also to the availability of of-site parkings and alternate means of access (Shopping Centre Development Handbook). However, it is not easy to derive a universally accepted definition of shopping centre because of several reasons. Shopping centres range in size from a very few shops to those with hundred number of shops, offering a full range of shopping provisions including large department stores, restaurants, supermarkets, entertainment facilities and parking spaces as well. 3. 1 The Principle ola ShopphigCentreThe successful of a shopping centre depends on many factors such as design and layout, its locatIon, its catehment areas, the way the business is run by the shop traders and whether there is any competition within the vicinity. ! Before constructing of the shopping centre, developer should understand the position of the centre in order to avoid competition with other centres The centre will depend on the size and the popu lation to classify as community shopping centre or regional shopping centre. Also it will depend on the location that the transport can be reached together with visiting carparks.Then, developers should identify the role and function, and choose the most 20 suitable theme and target groups of retailers and shoppers. For any type of shopping centre will play different role and provide different goods and services to the specified catchment population. A good shopping centre requires to strength its image by special features and good facilities. 3. 1. 2 Locationnfa Shopping Centre Location is one of the paramount important elements for a shopping centre, accessibility and visibility should be taken into account. The best location for a shopping centre should e located at strategic location in well-developed district such as area close to railway stations or any transport interchanges. Retailers will decide to run their business as high visibility and easy accessibility of a shopping c entre will increase the pedestrian flow; also shoppers from other districts will be attracted to this centre. 3. 1. 3 Catchment Area To defme the catchment area is one of the major factors affecting the success of a shopping centre, developer should understand the needs of customers, and tailor-made the design and different type of shopping centre will have different criteria for catchment area. . 1. 4 Accessibility and Interlink The key to a successnul shopping centre plan is to attracted more pedestrians as they are potential shoppers. The greater the concentration, the better the shops will be run their business. The City Plaza at Taikoo Shing and New Town Plaza in Shatin, pedestrians have passed through the shopping centre; 2! the provision of covered footbridge linking to all shopping centres is an example of diverting the pedestrian flow. The more time the shoppers stayed in the shopping centre, the more chance they spend.The trades of the retailers must make special arrangeme nt, so that shoppers visit all parts of the shopping centre will not feel tired and lose their interest. 3. 1. 5 Ten ant Mix Selection of well-known brand names and anchor tenants is critical to strengthen the centre and appeal to others as pulling effect may be result by such tenant. It can also attract shoppers to visit all parts of the centre and maximize the attraction ofprospective customers. However, the routing of centre should be well designed and balanced for all retailers.The success of a shopping centre may rely on proper designation of trades in its appropriate locations to create pedestrian flow to induce shoppers. In addition, a trade balance is also good for a shopping centre. Apart from catering the local needs, anchor tenants may attract more shoppers. Major tenants such as department stores, supermarkets, large Chinese and Western restaurants, chain stores and entertainment facilities such as iceskate field and cinemas. Beside the desigiated trades, some criterion for different trades should be considered. a) licensing requirements such as food premises require the provision of drainage, extra water supply and exhaust arrangement; (b) eleclricity supply for fast food shop and large consumption of electricity imdes; 22 (e) air conditioning for some trades require addition cold water and (d) floor loading will be considered for some trades that require installing heavy machines. 3. 1. 6 DecoratiGn hi order to attract tenants running their business in the shopping centre, the decorations should be glamour and attractive to induce potential and anchor raders. The layout of the shopping centre is a key factor in patronage and increasing the business promising. In addition, it is also ensured that customers could be convenient and easy to follow the route; the signages are easily to identify, so that to attract them from one end to the others, and from the first floor to the second, third and up to the fourth floor, etc. Furthermore, any dead-end t o be avoided, and harmony standard in design and layout of the shopping centre should be included the design of the shopfront entrances and finishes. . 1. 7 Sliopfront Standard glass panels are installed in the front of each shop, which enable tenants to display their products or demonstrate the services to be provided in order to attract customers. To maintain a continuity and uniformity of the shopfront, all tenants are requested to make use of the metal facade above the glass panels to place their trade name and logo. 3. 1. 8 Entrances The entrances for a shopping centre must be as attractive as possible; locations 23 must be at a concentration of pedestrian flow.In addition, a successful shopping centre should provide enough customers flow especially in peak hour and season, and each entrance should be conspicuous and brig1t enough to draw attention of the pedestrians arid passers-by. It also is as wide or grand a possible so as to produce an elegant or classic image in order to impress both tenants and shoppers. A narrow entrance gives an unpleasant outlook and is unattractive. 3. 1. 9 Finishes The finishes should make customers feel comfortable, in which colour should be consistent with the theme of the shopping centre.The external wail facade of the shopping centre should be furnished with pink and yellow tiles together with tempered glass glazing, in which light coloured materials could brighten up the appearance of the shopping centre. For internal wall facade with the corridors, mirrors should be installed on the wall. It makes customers feel more comfortable as space in the corridor looks like ‘arger. In addition, in the prominent places, the wall should be covered by stainless steel, porcelain enamel or coated metal cladding. Furthermore, floors could be applied ceramic tiles and granite tiles in the open areas.However, for those areas in the centre of the shopping centre could pave granite slab and polished homogenous tiles to upgrade the sh opping centre. Finally, the false ceiling with light trough could be covered the ceiling. 3. 1. 10 Signage System In order to direct pedestrian flow and strengthen the identity of the shopping 24 centre, a sizable name of the shopping centre with logo should be placed in the external wall; in which is easy eye-catching for the customers. In addition, an external advertising paniel for anchor tenants should be installed on the Mall facade the main street.Furthermore, name of the tenants is shown in each floor together with a guide map, directories showing each tenant at each floor on the wall near the escalators and staircases. Main directories showing tenants under different trade groups can be installed at the main access to facilities customers to identify and locate specified trade more easily. However, restriction must also be imposed on the size, colour and method of illuminating the signboards so as to obtain a better appearance as a whole. The amount of wording used and the s ize of lettering should be strictly controlled. . 1. 11 Marketing Marketing in which plays an Important role In the retailing business. the chief target is provided a pleasant environment for the customers to spend their money, while tenants to promote their sales. The duty ofthe marketing people must realize that the aggressive advertising and promotion campaigns required huge amounts to pay for such activities. In addition, the on-going market analysis to explore the ever changing of market conditions, customers' behaviours, purchasing power, attitude, social taste and trend should be studied to adapt the change.Market exposure is an important to gain the latest market intelligence, so that pro-active strategies could be formulated to strike for survival and expansion. 3. 1. 12 Management 25 A successful centre can also be attributed to an efficient and effective management; management a centre is a challenging role that requires all ski11s knowledge of a professional Management C ompany. From the shop tenants' point of view, they desire reasonable profits, while from the customers' point of view; they expect an attractive, comfortable and constant flow of traders.Due to face with ever changing environment, high expectation from the tenants and customers, and the competitiveness in the vicinity, it is essential that effective and efficient management together with innovative marketing concepts should be adapted. 3. 1. 13 Promotion The centre should be designed to strengthen promotional and publicity activities with an aim to draw the public's awareness to generate traffic and patronage, so as to create additional sales. More creative and innovative promotion activities, free coupons for shopping arid particular prize winning events will be introduced.In additIon variety show features and popular artists will be invited during holIdays. Promotion campaign will include: to work out promotional programmes schedules to be linked with the theme of the centre; to a rrange seasonal and festival decorations; to issue shopping guide, display panels and newsletter; to maintain a web site to publicize information and activities relating to the Mall; arid arrange gatherings and meetings with shop tenants, district Councils and community groups. oT;u) ifs] s] sjflfl 26 Much of the impetus for shopping centre development came from USA and by the id-1950s; three main types of shopping centre had been recognized by developers, architects, plamiers and geographers (Dawson 1983). Shopping centres were originally divided into three principal types – neighbourhood, community and regional; recently, the development of specialized markets opportunity, numerous types of shopping centres have evolved. The acceptance of this three-fold classification has become one of the established truths of modern urban geography and remained in common use despite the subsequent development ofmany centres which clearly do not fit any ofthe three ategories. The classifi cation has become less meaningnzl because there are increases in the numbers of centres arid the irmovations in tenant policy design, location and development practices (Dawson 1983). The increase in hybrid shopping centre makes the types of shopping centres difficult to distinguish; therefore the major tenant classifications and to a lesser extent the centre size and trade area determinate the type of centre. 4_ ff1rf ;i;rn; i The neighbourhood shopping centres provide for the sale of convenience goods such as food, drugs, sundries and personal services.This centre is usually based on a supermarket and covers a wide range of convenience goods including personal services such as laundry, dry cleaning and shoe repairs. It serves a localized catchment population less than 50,000. (Planning Department, 2001). It provides convenience goods and services which 27 consumers needs immediately and frequently. Shoppers as a rule find it most convenient to buy such goods and services near home or near workplace. Majority ofthis shopping centre is located in public housing estates. Most are less than 30,000-100,000 square feet (Shopping Centre DevelopmentHandbook, 1999). Typical Gross Leasable area is 50,000 square feet. Shopping centres locate in public and private housing estates are typical example such as Metiopolis Plaza locates at Sheung Shui near the Kowloon Canton Railway. The shopping arcade is on level I and 2 just underneath the three domestic blocks, with 60 shops of a total rentable area of 56,433 square feet. There are 129 private car and i i 9 bicycle parking spaces respectively. The centre is also accessible by public bus, public light bus and taxi, In addition, there are 22 lorry carpark spaces and 2 cargo lifts for loading and unloading.Between level i and 2, there are 2 escalators for customers. The centre is satisfied for local residents' need as it includes food & beverage shops, convenience shops, boutique shops, shoes and leather shops, electrical a ppliance shops and others. 3. 2. 2 The Crnmnunity Shopping Centre Community shopping centre is built around a small department store or variety stores as anchor tenant. In addition to a supermarket provides convenience goods and offers a wide range of comparison goods and personal services. It usually locates in new town centre with convenient transportation network and erves a catehment population of about 50,000 to 1,OOOOOO (Planning Department, 2001). The range of the area is 100,000-450,000 square feet (Shopping Centre Development Handbook, 1999). Typical Gross rental area is 28 150,000 square feet. This type of shopping cenfre also offers greater depth and range of merchandise and goods than neighbourhood shopping centre. It provides certain categories of goods, particularly commodities, which are less likely to be found in regional shopping centre. It attracts shoppers through the provision offull range ofshopping faciLities and goods. The maIn attraction ofthis kind f centre is usually the department store or some anchor tenants like ParkN Super Store, McDonald's Restaurant and Maxim's Chinese Restaurant. On the other hand, neighbourhood shopping centres have potential power to be a community shopping centre as their sizes and populations are strong enough to support them, just as some community shopping centre can expand into regional shopping centre. Therefore, the position of community shopping centre is the â€Å"in-between† centre, and it is hard to categorize. Tuen Mun Town Plaza and Shatin New Town Plaza, Telford Garden in Kowloon Bay are categorized as regional shopping centre.Shopping centres in Hong Kong such as Hang Fa Chuen in Chai Wan and City plaza in Taikoo Shing with several residential blocks in the vicinity, are categorized as community centres. 3. 2. 3 The Regional Shopping Cenfre Regional shopping centre usually has one or two full-line department stores, and the size can be range from 300,000 to 900,000 square feet, which can be served more than 150,000 populations. This type of shopping centre is a comparison trading centre, customers are visited on a regularly period or 29 occasional shopping trip to purchase goods such as fashion, shoes, furniture nd electrical appliances; customers usually make the prices comparison before they buy. It usually serves Hong Kong people as a whole. It includes local residents, office people as well as tourists. For example, Landmark at Central, it provides consumer durable goods, personal services as well as entertainment. The catchrnent area of this centre involving into different district areas and serves for large group of population. Shopping centres such as Pacific Place, Landmark, Time Square at Causeway Bay arid Ocean Terminal at Tsim Sha Tsui and Festival Walk that serve for people in different districts. . 2. 4 Specialty Shopping Centre J_n Hong Kong, this kind of shopping centre represents relatively small categories of the market, typical example such as gol den Shopping Centre in Shamshuipo for various types ofcomputer hardware and software. Golden Shopping Arcade is suited at Yen Chow Street and Kwei Lin Street in Shamsbuipo district. It is just a few steps away from the Shamshuipo Mass Transit Railway station, and public buses, public light buses and taxi can also be accessed. There are about 70 shops occupying two levels of the arcade. Beside he retailing shops, there are shops selling computer hardware and software of various brands and models. No matter new and experienced computer users, the arcade attracts them as the centre provides various software and hardware at lower prices. 30 3. 3 The Development f Shopping Centre According to Schiller, i 985, the term of shopping centre is ambiguous in Britain. It can mean either a comprehensive shopping development, as it does it most other countries, or a clustering of traditional shops in a town centre. Town centre can include planned and unplanned retail areas; however shopping centr e is often oosely used to mean a group of shops, which has been designed, planned, developed, owned, marketed and managed as a unit. Shopping centre is a planned assemblage of shop units which may or may not exist as part of sopping district, in which a shopping district can consist oftwo or more shopping centres. In Britain, many town centres has been developed as a shopping centre. According to McGildrick & Thompson, 1991), the massive suburban expansion in the last thirty to forty years has produced the features of urban landscape usually associated with the term â€Å"Shopping Centre†, but the British residential sprawl

Analyzing the Similarities between “Hymn to the Aton” and “Psalm 104” Essay Example for Free (#104)

Analyzing the Similarities between â€Å"Hymn to the Aton† and â€Å"Psalm 104† Essay The thought that two different works of art written by authors of different countries, different backgrounds, living eight hundred years apart and centering on religion—more [specifically] their portrayal of God and how he is like the sun—[being similar] would [be] deem[ed] [as] impossible [or not likely by many]. [However,] the poems [â€Å"]Hymn to the Aton[† by Akhenaton] and [â€Å"]Psalm 104[† by David are examples of] this very occurrence. [Some scholars assert] that either the latter was copied from the former or that these two works are the result of a cultural split, [due to the] vast difference of [similar] elements [and subject matter that the poems share. ] the poems were fostered within, their similarities in content, and that the poems could not have been creative coincidence. The benefits in understanding that these works have some connection, whether by plagiarism or cultural dissect, provides scholars with more knowledge about the world we live in, helps to decipher some of the myths and mysteries of other cultures with similarities and shows the public all cultures may not be as different from each other as we think, helps to show that propaganda has been used since the earliest of times, and that if societies do not document their findings or creations people will eventually circle back and rediscover them. Collectively, if applied to the modern world, these benefits will advances in many fields of academia and help society at large to become more critical thinkers and problem solvers. [Based on your body paragraphs, I have simplified your thesis map to the following:] [The three clearest similarities of the two poems include their similar discussion of the power of the sun or the notion of the sun as a symbol for the power of God, the similarities of the daily activities of the two cultures and their link to their God, and the emphasis of monotheism.] [Now, provide one or two sentences that explain what current societal issue can be resolved or lessened through the realization of the similarity of these two poems.] The contrast between Hymn to the Aton and Psalm 104 are numerous. Hymn was written by Pharaoh Amenhotep IV around 1300 B.C.E. in order to help support his efforts to convert all of Egypt to monotheism and worship of the Sun, which called Aton. [First, it is uncanny the manner in which both poets use the sun as a point of reference for their God]. In [â€Å"Hymn to the Aton† Akhenaton proclaims] the actual Sun [as] god. â€Å"Thou living Aton the beginning of life!†¦Creator of seed in women, Thou who makes fluid into man, Who maintainest the son in the womb of this mother..† In the psalm, King David writes how God created the sun [to] reflect His greatness. [Provide a quote from â€Å"Psalm 104† that shows David discussing the sun.] â€Å"LORD my God, you are very great; you are clothe with splendor and majesty†¦ But at your rebuke the waters fled, at the sound of your thunder they took flight†. King David’s poem was written about eight hundred years after the hymn and David does not mention much about himself, instead he praises the Lord. â€Å"I will sing to the LORD all my life; I will sing praise to my God as long as I live.† Based on the time and purpose of these poems, they could not have been coincidence, that the poems are similar, there had to have been a purposeful connection between them. [While there are slight variations of how the sun is used, in both poems the writers explain how the sun meets the needs of the people and how that act is a symbol of the greatness and goodness of God.] Understanding this connection helps us to discover more and develop our perception about the world around us. [How so? Explain how it can benefit one group of people to be able to realize similarities with another group of people with whom they have historically seen no connection.] [Next, both poems] list almost identical daily activities in the exact order throughout the works. â€Å"[Provide quotes from both poems.]† Many of these [similarities] seem to be paraphrased and suggest that these writing come from the same source like two eye witness accounts of the same crime. After understanding the differences in the author’s cultures, religions, and time periods these similarities support the claim that the works are connected either by plagiarism or cultural split. This helps [readers] to realize that many cultures may not be as different from one another as [people often] think. [Yes, and how can this realization help our culture or society? What societal issue or problem can be solved or lessened with this realization?] Based upon detailed examination [of] the similarities of the [poems, many scholars assert that the shared elements, especially the support of monotheism, are not] by coincidence. [Provide a quote supporting monotheism from both poems.] Some researchers suggest that Hebrews fleeing from Egypt before the time of Moses, some of them wondered into temples where the hymn was written, and has the walked along the hymn was one songs they sang and it was carried throughout the generations, but not that the psalm is not a plagiarism of the hymn, this only leaves the notion that there was a cultural split. We are not sure at this point how the works are linked, [While scholars disagree on which group influenced the other into embracing monotheism, it is clear that a cultural exchange occurred between the two groups. Thus, this realization of the similarity is another example for scientists and anthropologists showing that cultures have always exchanged ideas. This exchange of ideas becomes even more interesting when we realize that the Jews were enslaved by the Egyptians.] but it could definitely give more light and support to how scientist and anthropologist other academic researchers and make strides in their fields, help us to understand how cultures are linked across the board. [Explain how discovering that these two ancient cultures exchanged ideas can provide a blueprint or inspiration for current cultures and how that blueprint or inspiration can help those cultures solve or lessen a current societal issue.] After deep analysis s of these two poems it is clear that one is either copied from the other or [that there was some mutual exchange of cultural ideas] at some point in history. [Using the two poems to realize this occurrence] helps historians and scientists to make deductions about connections [to] other cultures, [allowing more people to better understand the surrounding world]. [Yes, now explain how society can improve if more people are able to understand and connect to the surrounding world or the people surrounding them Analyzing the Similarities between â€Å"Hymn to the Aton† and â€Å"Psalm 104†. (2017, Feb 04).

THE COST DIFFERENCE BETWEEN MENS AND WOMENS PRISONS IN THE UNITED Essay

THE COST DIFFERENCE BETWEEN MENS AND WOMENS PRISONS IN THE UNITED STATES - Essay Example People who are convicted of federal or state laws violation are held by the Federal Bureau of Prisons, serving more then one year sentences. All the States have their own prison systems and they hold persons under the State laws’ violation. Furthermore, there are a myriad of local jail systems which hold less then one year sentence convicts, those waiting to be sentenced or tied as well as those waiting to be transferred (Stephan James, 2004). From the above evidence statistics indicative of massive arrests and incarcerations, one cannot fail to imagine the burden of costs involved, not only in maintenance of the prisoners in jails but also on the free tax payers who have regularly been inflicted to increased taxes in many fields to provide the government with the staggering funding it requires for this task. The inmates must be provided with food, health care, housing, protection, probation, psychological counseling, and many other social economic amenities (Donna Willmott & Juliana van Olphen, 2005, pp. 42). However, as we delve in this endeavor of understanding the various prison costs of inmates, it is necessary to understand that there are differences between how these costs impacts on women and men in prison. Before making an in depth consideration of these differentiations, it is necessary to have a look at the trends of incarcerations in the united states from 1990 to date. The above statistics illustrated in figure 2 above indicates that women prisoners’ numbers are proportionately increasing at a faster rate than those of men prisoners. From 2000 to 2005, the populations of women prisoners in State and Federal systems increased by 2.9% while the population of male prisoners in the same systems increased by 1.8%. A total of $38.2 billion was spent by corrective authorities in the 2001 fiscal year for Nation’s State correction facilities, of which $29.5