Consumer Behaviour and Segmentation Essay Example | Topics and Well Written Essays - 2750 words

Consumer Behaviour and Segmentation - Essay Example The researcher states that the goal of market segmentation is to identify distinct consumer groups that have homogeneous needs. Tailoring the marketing mix for particular segments leads to better planning and more effective use of marketing resources. Coles and Culley, for example, illustrate how DuPont segmented its market for Kevlar, an aramid fiber that is lighter yet stronger than steel. The company focused the unique needs of consumers in three different segments. Potential fishing boat owners: Kevlar's lightness promised fuel savings, increased speed, and the ability to carry more fish weight. Aircraft designers: Kevlar has a high strength-to-weight ratio. Industrial plant managers: Kevlar could replace the asbestos used for packing pumps. The market segmentation design, based on product benefits, is widely recognized as the state of the art and superior to traditional segmentation schemes based on industry type or consumer size, sustaining a segmentation strategy based on benefits alone is often difficult for the product market. Eventually, in a competitive market, competitors are able to offer equivalent products and the abnormal profits start to deteriorate. This situation is especially prevalent for industrial raw materials and supplies that are difficult to differentiate by functions and features alone. As the product market turns a commodity, price and service become important buying criteria for some consumers.... In this paper the consumer buying behaviour model has been generally applied to segment consumers which can be used by many large industrial companies. In addition, it will be appreciated how segmentation analysis can be used proactively to influence consumers' movements to segments that are mutually beneficial to the seller and buyer. In contrast, previous application work (Moriarty and Reibstein 1986) attempted to uncover existing segments as a way to position products strategically. Consumer Buying Behaviour Model & Market Segmentation The consumer buying behaviour model is derived largely from economic theory of consumer demand and the normative concepts of economic man and rational behaviour. The assumptions of consumer demand specify that buyers, at the point of purchase, possess perfect information about products and prices, are certain of their own stable tastes and preferences, are capable of perfectly processing information, and can express preferences between goods and bundles of goods without cost (Schwartz 1986). The model for the consumer decision process is based on assumptions about the behaviour of economic man who chooses a good for its primary function. The rational decision maker adheres to the tenets of Herbert Simon's three-step model in which one (1) identifies the problem, (2) gathers information, and (3) makes a choice based on the information (Simon 1957). In spite of contemporary consumer behaviour texts resting heavily on the tenets of psychology and sociology to explain attitudes, motivati ons, and behaviour, the discipline holds fast to economic theory. Research on market segmentation offers several bases for segmenting consumers (Frank, Massy, and Wind 1972), including: demographic descriptors such

Nature And Nurture On Neural And Cognitive Development

Nature And Nurture On Neural And Cognitive Development Throughout history, an ongoing debate has taken place regarding whether the development of certain aspects of an individuals life are affected more through nature or nurture. Those that argue for nature believe that genes influence an individuals development. Those that believe in nurtures influence claim that an individuals experience has more of an effect upon an adolescents temperament. Recently, researchers have uncovered evidence that it is not only nature or nurture that influences development, but a complex combination of both. This manuscript will attempt to cover some of the factors that influence an adolescents neural, cognitive, and emotional development. The degree to which nature and nurture influence these particular aspects of an individuals life will also be discussed. Lastly, this manuscript will briefly explore the possibility of genetics and environment off setting deficiencies in the one another. Discussion Neural Development One aspect of human development that has been focused upon in research is that of neural development. During early prenatal neural development, the brain takes its initial shape as well as forms neurons which create a foundation for future neural development. To guide this development, neurons are directed either chemically or by other cells which act as signposts. This guiding allows neurons to form the distinct sections of the brain which include the hindbrain, the midbrain, and the forebrain. It is during this formation neuron specialization takes place in that like-minded cells bunch together to process certain forms of information like auditory and visual. It is still controversial amongst researchers how this specialization occurs with some researchers believing that neurons possess a protomap (Rakic, 1988) while others believe that the functions of neurons are decided by the environmental inputs received (OLeary, 1989). While most evidence found points to the latter result, th ere is still much research that needs to be performed (Broderick Blewitt, 2010). During later prenatal brain development, researchers have found that the sensory organs of the fetus have developed enough to receive and interpret information from outside of the mothers womb. One study performed found that fetuses showed recognition to a point when a familiar nursery rhyme was played for the mother carrying the fetus (Decasper, Lecaneut, Busnel, Granier-Deferre, Maugeais, 1994). In another study, researchers sewed one eye shut of several kittens at birth. Several weeks later, the researchers opened the closed eyes and found the kitten had been rendered irreversibly blind in that particular eye (Wiesel Hubel, 1965). This research provided evidence that environmental neural stimulation was important for the neurons to initiate the connections that are needed for sight which, one may assume, would be the same for hearing as well (Broderick Blewitt, 2010). After birth, researchers have found that most neural development is associated with the creation of synapses rather than the production of more neurons as well as a pruning of arbitrary neurons. This production and pruning of synapses and neurons is a result of both the introduction of chemical substances to the neurons which promote synaptic growth and the sensory information introduced to the neurons as a result of infant actions and environmental factors. As this sensory information is introduced, synapses are formed to accommodate this new information. Greenough and Black (1992) discussed how during this period, two types of synapses are created which are experience-expectant and experience-dependant. Experience-expectant synapses are synapses that are overproduced because they are synapses that have occurred regularly within the evolution of the species. It is when these synapses are not stimulated that problems such as what was discussed above with the kittens occur. The format ion of experience-dependant synapses, as the name would suggest, is dependant upon the amount of stimulation available from the experiences of the infant. Researchers have found that stimulating and complex environments have positive effects upon the growth of experience-dependant synapses in rat pups and other mammals (Kolb, Gibb, Robinson, 2003). The branching points that are left after this process are a direct result of genetics, conditions of the prenatal period, nutrition, and the infants experiences and environmental experiences after birth. Cognitive Development The next developmental area on which this manuscript shall focus is that of cognitive development. During infancy, one area researchers have focused upon is an infants ability to remember and recall. Researchers have found that infants as young as three-days-old suck harder on pacifiers when they hear their mothers voice as opposed to that of a stranger indicating a sense of recognition on the infants part (DeCasper Fifer, 1980). This recognition has been shown to improve throughout infancy. A newborns recognition period has been found to fade after a few minutes or seconds (DeCasper Spence, 1986) while, in other studies, three-month-olds have been shown to give recognition after several months (Bahrick Pickens, 1995). Likewise, recall has been shown to increase dramatically once it begins. Studies have shown that infants display recall of simple actions as early as nine months (Meltzhoff, 1988). Further studies have shown that 11-month-olds may recall simple actions for as long a s three months and 20-month-olds may recall more complex actions for as long as a year later (Bauer, 2006). Research has also been preformed on cognitive development during an individuals preschool years. One area of study included the childs understanding of numbers. For example, Antell and Keating (1983) allowed a five-month-old to watch as they placed a doll behind a screen and also as they added one additional doll. The infants displayed surprise if there was one doll present when the screen was removed while those that saw two were not. This would indicate that newborns have some knowledge of addition and subtraction. Another study by Gelman and Gallistel (1978) taught children to pick a plate with a larger number of items between two plates each with a differing quantity of items. After the researchers changed the way the items were arranged on the plate, the children expressed surprise at the change but were still able to correctly choose the plate with the larger number of items. A more recent study by Sigler and Ramani (2008) found that children who were introduced to number-based board games displayed a greater ability to correctly estimate a number on a number line than those who played games that did not include numbers. These studies give evidence for both the nature and nurture sides of the debate. Emotional Development The last developmental area focused upon within this manuscript is that of emotional development. Currently, researchers disagree upon the initial development of emotions. One argument is that an infant is born with a set of basic emotions directly related to the neural processes that are related to the emotional expression of the infant (Izard, 2004). For example, if an infant looks angry, then it is angry. In contradiction to this theory, Sroufe (1996) believes that emotions start as undifferentiated responses that develop into differentiated responses which then develop into an emotional repertoire. Sroufe argues that emotions start this way because infants lack the cognitive processes with which to assign emotional experiences. Both theories give indication of genetic origins of an individuals emotions. As emotional development continues, researchers have found that infants learn how to moderate their emotions for different situations. For example, during one study by Jahromi, Putnam, and Stifter (2004) on infants emotional responses to inoculations, the researchers observed as mothers of two-month-olds soothed their infants. The researchers found that as the infants grew older the intensity and duration of the infants crying decreased which indicates an increasing emotional control as infants grow older. The researchers believed that the change in the emotional control came about to a degree from the mothers interaction with the infant. Another study, by Tronick, Als, and Brazelton (1980), observed the exchange as mothers either responded positively or negatively towards their infants emotions. During the exchanges the mother was instructed to respond positively to the infants emotions which garnered a positive emotional reaction from the infant. The mother was then instructed to stop responding to the infant that garnered what researchers referred to as other-directed coping behaviors which are facial expressions and vocalizations designed to try and get the mother to resume their previous actions. As the mother continued this action the baby became frustrated and took part in what the researchers referred to as self-coping behaviors such as thumb sucking and rocking. This research provides evidence that an infants adult caregiver provides critical support during an infants development of emotional self regulation (Broderick Blewitt, 2010). Gene Expression When discussing human development, the question of why certain genes express themselves while others do not is, many times, brought to the forefront. Each gene is made up of alleles that a child receives from both their mother and their father. Alleles may be dominant or recessive. If an infant receives two dominant or two recessive alleles, the infant will display those characteristics. Sometimes, in the case of two dominant alleles, alleles express codominance such as in the case of a dominant Type A blood allele and dominant Type B blood allele the infant will express Type AB blood. If an infant receives one dominant and one recessive gene, the infant will display the characteristics of the dominant allele. For example, if a child receives a recessive allele for red hair from both parents, then the infant will develop red hair. If the same child had received a dominant allele for brown hair from one of the parents, the child would have developed with brown hair. This phenomenon ma y also be used to explain why certain genetic disorders express themselves when they do such as the defective recessive allele for sickle-cell anemia or the defective dominant allele for progeria (Broderick Blewitt, 2010). Nature and Nurture Off Setting One would assume that, based upon the recent evidence that development is affected by both nature and nurture, that, in certain situations, one may be used to off set a deficiency in the other. The results provided in the following studies offer evidence supporting the phenomenon of epigenesis which is the control of genetic expression through correlation of both environmental and genetic factors (Broderick Blewitt, 2010). One study by Caspi, McClay, Moffitt, Mill, Martin, Craig, et. al. (2002) conducted to find out how different MAOA alleles, which release the enzymes controlling production of neurotransmitters such as serotonin, norepinephrine, and dopamine, affect childrens susceptibility to the negative effects of abusive environments in the early years of life. The researchers found that in individuals that had experienced early child abuse, there was a link between the low MAOA allele and aggression. Likewise, in individuals that had not experienced abuse as a child, there was no correlation between the production of MAOA and aggression. Reiss and Neiderhiser (2000) discussed how some irritable children appear to inherit some qualities such as irritability from their parents which evokes a hostile environment from those around them only reinforcing their irritable tendencies. They further discussed how these tendencies may be off set by environmental circumstances that do not sustain their irritable behavior. Results such as those provided by this research along with many others shed light upon one of the many possibilities unlocked by the further research of the nature and nurture controversy. Conclusion The nature versus nurture controversy has been strongly debated within the discipline of developmental psychology for many years. This manuscript cited many studies which have given evidence to the degree of influence both nature and nurture has on the neural, cognitive, and emotional development of an individual. From the results of these studies, it is easy to see that development is impacted by both nature and nurture in their own unique ways. Studies have even shown that it may be possible to off set certain deficiencies in genetics with environmental aspects or vice versa. The results of these studies provide important insight into the behavior of an individual, how they may have developed that way, and how that particular form of development may be reversed or avoided in others. There is no doubt that as the depth of research into the nature versus nurture controversy grows those within the psychological community, as well as numerous other disciplines, will be able to assist a larger number of individuals with developmental problems with increasing levels of accuracy.

Aspergers Syndrome Essay -- Health, Diseases

In 2009, twenty-six year old, Zev Glassenber, with Asperger’s Syndrome, was a contestant on the Amazing Race. As you learn more about Asperger’s Syndrome ask yourself, â€Å"How did Zev deal with the social stress, physical challenges and constant changes as his raced around the world with his best friend Justin Kanew?† (Bruckheimer, Amazing Race 15, 2009) While Asperger’s Syndrome (AS) has probably been around since the beginning of time, the earliest known research was done by an Austrian Pediatrician, Hans Asperger in 1994. Hans noticed that some of the children that had been referred to his clinic had similar personality and behavioral traits (Attwood, 2007). They were socially awkward, lacked empathy and were physically clumsy. He also noticed they had an intense interest and knowledge of one or few particular subjects. Hans’s work was not well known or used because it was written during World War II, in German and the Journal it had been published in was discontinued. Hans did not live to see his research become an official diagnosis let alone be named after him. Lorna Wing, a British Child Psychiatrist, was the first to use the phrase â€Å"Asperger’s Syndrome† in an article she wrote in 1981. In 1991 his work was translated into English and in 1992 Asperger’s Syndrome was added to the International Statistical Classification of Diseases and Related Health Problems (tenth revision, ICD-10), published by the World Health Organization (Slaughter, 2009). Some experts argue whether AS is really a different disorder or just a milder form of autism (Slaughter, 2009). Many of the traits are the same but the distinct differences are, those with Asperger’s have normal language and intellectual development and make more of an eff... ...to win, and never gave up. He and his partner Justin had a great relationship and worked well together. Many thought Zev would be the cause of their eventual elimination and many admired Justin for his loyalty, support and trust in his friend with AS. Justin was the one that ended up losing their passports in Asia causing them to be sent home. Zev and Justin took 9th place (Bruckheimer, Amazing Race 15, 2009). They were so well liked by viewers that they were given a second chance and participated in season 18’s Unfinished Business. They took first in more legs of the race than any other team and placed fourth overall. They were eliminated after Zev took over an hour to learn a few steps of the Samba in Brazil. But he learned them. (Those darn motor skills) Zev did the race to prove to himself that he could do anything and to inspire others. And he did!

Working Capital Managment

Management Of Working Capital Introduction Working Capital-Definition Working Capital is the cash needed to pay for the day to day operation of the business. Along with long term investments , business also needs funds for short-term purposes to finance current operations. Investment in short term assets like cash, inventories, debtors etc. , is called ‘Short-term Funds’ or ‘Working Capital’. Hence, the management of Working Capital is very important for the smooth running of business. Calcution of Working CapitalWorking Capital of a company is the difference between the Current Assets and the Current Liabilities of the company. Working capital=Current Assets-Current Liabilities Current Assets: Assets of the business held in the form of cash(e. g cash at the bank) or that can be quickly turned into cash. Current Assests Stocks Cash Debtors Investments Current Liabilities: Money owed by a business organization which is to be paid within next 12 months Current Liabilities Trade Creditors DividendsTaxation Short term loans Circulating capital – working capital is also known as circulating capital or current capital. ’ â€Å"The use of the term circulating capital instead of working capital indicates that its flow is circular in nature. † Structure of Working Capital The different elements or components of current assets and current liabilities constitute the structure of working capital which can be illustrated in the shape of a chart as follows: Working Capital Cycle makes it clear that the amount of cash is obtained mainly from issue of shares, borrowing and operations.Cash funds are used to purchase fixed assets, raw materials and used to pay to creditors. The raw materials are processed; wages and overhead expenses are paid which in result produce finished goods for sale. Working Capital circulation is like the blood circulation in the human body as once it stops the whole business becomes lifeless. Classification of Working Capital Working Capital can be classified in various ways. Conceptual classification – There are two concept of working capital viz. , quantitative and qualitative.The quantitative concept takes into account as the current assets while the qualitative concept takes into account the excess of current assets over current liabilities. Deficit of working capital exists where the amount of current liabilities exceeds the amount of current assets. The above can be summarized as follows: (i) Gross Working Capital = Total Current Assets (ii) Net Working Capital = Excess of Current Assets over Current Liabilities (iii) Working Capital Deficit = Excess of Current Liabilities over Current Assets. Classification on the basis of financial reports – The nformation of working capital can be collected from Balance Sheet or Profit and Loss Account; as such the working capital may be classified as follows: (i) Cash Working Capital– This is calculated from the informat ion contained in profit and loss account. This concept of working capital has assumed a great significance in recent years as it shows the adequacy of cash flow in business. It is based on ‘Operating Cycle Concept’s (ii) Balance Sheet Working Capital– The data for Balance Sheet Working Capital is collected from the balance sheet. On this basis the Working Capital can also be divided in three more types, viz. gross Working Capital, net Working Capital and Working Capital deficit. Classification on the Basis of Variability – Gross Working Capital can be divided in two categories viz. ,(i) permanent or fixed working capital, and (ii) Temporary, Seasonal or variable working capital. Such type of classification is very important for hedging decisions. (i) Temporary Working Capital – Temporary Working Capital is also called as fluctuating or seasonal working capital. This represents additional investment needed during prosperity An favorable seasons. It i ncreases with the growth of the business. Temporary working capital is the additional assets required to meet the variations in sales above the permanent level. † This can be calculated as follows: Temporary Working Capital = Total Current Assets – permanent Current Assets (ii) Permanent Working Capital – It is a part of total current assets which is not changed due to variation in sales. There is always a minimum level of cash, inventories, and accounts receivables which is always maintained in the business even if sales are reduced to a minimum. Amount of such investment is called as permanent working capital. Permanent Working Capital is the amount of working capital that persists over time regardless of fluctuations in sales. † This is also called as regular working capital. Importance of Working Capital Management For smooth running an enterprise, adequate amount of working capital is very essential. Efficiency in this area can help, to utilize fixed a ssets gainfully, to assure the firm’s long- term success and to achieve the overall goal of maximization of the shareholders, fund. Shortage or bad management of cash may result in loss of cash discount and loss of reputation due to non-payment of obligation on due dates.Insufficient inventories may be the main cause of production held up and it may compel the enterprises to purchase raw materials at unfavorable rates. Like-wise facility of credit sale is also very essential for sales promotions. It is rightly observed that â€Å"many a times business failure takes place due to lack of working capital. Adequate working capital provides a cushion for bad days, a concern can pass its period of depression without much difficulty. The significance of adequate working capital is â€Å"to avoid interruption in the production schedule and maintain sales, a concern equires funds to finance inventories and receivables. † The adequacy of cash and current assets together with th eir efficient handling virtually determines the survival or demise of a concern. An enterprise should maintain adequate working capital for its smooth functioning. Both, excessive working capital and inadequate working capital will impair the profitability and general health of a concern. The danger of excessive working capital are as follows: Heavy investment in fixed assets –A concern may invest heavily in its fixed assets which is not justified by actual sales.This may create situation of over capitalization. Reckless purchase of materials- Inventory is purchased recklessly which results in dormant slow moving and obsolete inventory. At the same time it may increase the cost due to mishandling, waste, theft, etc. Speculative tendencies – Speculative tendencies may increase and if profit is increased dividend distribution will also increase. This will hamper the image of a concern in future when speculative loss may start. Liberal credit – Due to liberal credi t, size of accounts receivables will also increase.Liberal credit facility can increase bad debts and wrong practices will start, regarding delay in payments. Carelessness – Excessive working capital will lead to carelessness about costs which will adversely affect the profitability. Paucity of working capitalist also bad and has the following dangers: 1. Implementation of operating plans becomes difficult and a concern may not achieve its profit target. 2. It is difficult to pay dividend due to lack of funds. 3. Bargaining capacity is reduced in credit purchases and cash discount could not be availed. 4.An enterprise looses its reputation when it becomes difficult even to meet day-to- day commitments. 5. Operating inefficiencies may creep in when a concern cannot meet it financial promises. 6. Stagnates growth as the funds are not available for new projects. 7. A concern will have to borrow funds at an exorbitant rate of interest in case of need. 8. Sometimes, a concern may be bound to sale its product at a very reduced rates to collect funds which may harm its image. Meaning of Working Capital Management The management of current assets, current liabilities and inter-relationship between them is termed as working capital management. Working capital management is concerned with problems that arise in attempting to manage the current assets, the current liabilities and the inter-relationship that exist between them. † In practice, â€Å"There is usually a distinction made between the investment decisions concerning current assets and the financing of working capital. † From the above, the following two aspects of working capital management emerges: (1) To determine the magnitude of current assets or â€Å"level of working capital† and (2) To determine the mode of financing or â€Å"hedging decisions. Significance of Working Capital Management Funds are needed in every business for carrying on day-to-day operations. Working capital f unds are regarded as the life blood of a business firm. A firm can exist and survive without making profit but cannot survive without working capital funds. If a firm is not earning profit it may be termed as ‘sick’, but, not having working capital may cause its bankruptcy working capital in order to survive. The alternatives are not pleasant. Bankruptcy is one alternative. Being acquired on unfavorable term as another.Thus, each firm must decide how to balance the amount of working capital it holds, against the risk of failure. † Working capital has acquired a great significance and sound position in the recent past for the twin objects of profitability and liquidity. In period of rising capital costs and scare funds, the working capital is one of the most important areas requiring management review. It is rightly observed that, â€Å"Constant management review is required to maintain appropriate levels in the various working capital accounts. †Mainly the success of a concern depends upon proper management of working capital so â€Å"working capital management has been looked upon as the driving seat of financial manager. † It consumes a great deal of time to increase profitability as well as to maintain proper liquidity at minimum risk. There are many aspects of working capital management which make it an important function of the finance manager. In fact we need to know when to look for working capital funds, how to use them and how measure, plan and control them. A study of working capital management is very important for internal and external experts.Sales expansion, dividend declaration, plants expansion, new product line, increase in salaries and wages ,rising price level, etc. , put added strain on working capital maintenance. Failure of any enterprise is undoubtedly due to poor management and absence of management skill. Importance of working capital management stems from two reasons, viz. , (i) A substantial portion o f total investment is invested in current assets, and (ii) level of current assets and current liabilities will change quickly with the variation in sales.Though fixed assets investment and long-term borrowing will also response to the changes in sales, but its response will be weak. Conclusion Although some companies began the process of improving their working capital management five or even 10 years ago, many others were driven to focus on the issues by funding disruptions and cash shortages brought by the global crisis. The effects of the many challenges faced by large companies during that period are evident today in both operational practices and strategic priorities.

Major Risk Factors Of Cardiovascular Diseases Health And Social Care Essay

Methodology: An urban based descriptive, cross sectional, quantitative survey was conducted among 144 adolescent pupils of class XI and XII in one populace and one private higher secondary schools of Kathmandu territory. Students and schools were selected purposively. Datas were collected with the aid of semi structured ego administered questionnaire. Questionnaire was based on Likert graduated table. Data analysis was performed by utilizing SPSS 17.0 for Windows. Consequences: Overall 36.8 per centum of respondents had good cognition, 55.6 per centum had fair cognition and the left 7.6 per centum had hapless cognition sing the major hazard factors of CVDs. Beginnings of wellness information was found statistically important ( p=0.004 ) with the cognition of respondents. Sing overall attitude, the bulk ( 47.9 % ) had the impersonal attitude followed by positive ( 31.9 % ) and one fifth possessed negative attitudes. Knowledge versus attitude sing the major hazard factors of CVDs was found statistically important ( p=0.002 ) . Decision: Consequences of this survey revealed that good cognition every bit good as positive attitude towards major hazard factors of CVDs among the adolescent pupils is unsatisfactory. And socio demographic factors for good cognition and good cognition for the development of positive attitude dramas critical function. Cardinal words: Knowledge, Attitude, Major hazard factors, Cardiovascular diseases, AdolescentIntroductionCardiovascular diseases ( CVDs ) are a group of upsets of the bosom and blood vessels.1 Surveies have shown that some people are at greater hazard of cardiovascular disease than others. Factors linked to an increased hazard of developing cardiovascular disease are heredity or household history, age, sex, baccy chewing/smoking, raised blood cholesterin degree, high blood force per unit area, physical inaction, inordinate intoxicant ingestion, corpulence and obesity.2 Although cardiovascular diseases typically occur in in-between age or subsequently, hazard factors are determined to a great extent by behaviors learned in childhood and continued into maturity, such as dietetic wonts and smoke. Throughout the universe, these hazards are get downing to look earlier. Physical activity decreases markedly in adolescence, peculiarly in misss. Obesity has increased well, non merely in Euro pe and North America, but besides in traditionally slight populations such as the Chinese and Japanese.3 By the clip that bosom jobs are detected, the implicit in cause ( coronary artery disease ) is normally rather advanced, holding progressed for decennaries. There is hence increased accent on forestalling coronary artery disease by modifying hazard factors, such as healthy feeding, exercising and turning away of smoking.4 More than half of the Nepali work forces and about one fifth of the Nepali adult females were found Current baccy users ( both fume and smokeless signifiers ) . And the average age of the start of smoke was found to be 18.8 old ages for work forces and 12.9 old ages for adult females. Similarly more than one 4th of the respondents were found to be current users of alcoholic drinks. Around 9 % of the population was found to hold reported prevalence of high BP as told by their wellness attention professional. And around 7 % in both sexes were identified fleshy whereas out of entire respondents, more than 80 % were found holding either one or more hazard factors.5 Bed tenancy rate of Shahid Gangalal National Heart Center was 85.61 % which was the 2nd highest among the cardinal infirmaries. And the instance burden of the in the same infirmary during Fiscal Old ages 2005 to 2008 was in increasing tendency by more than 14 % per year.6 CVDs are the taking cause of morbidity and mortality worldwide.7 The South Asiatic states Nepal, India, Pakistan, Sri-Lanka and Bangladesh contribute most to the worldwide CVDs load. 8 In Nepal, it is estimated that 5.6 % of people populating in the mountains, 1.5 % in the hills and 5 % of people in the terai part suffer from CVDs. Five to 20 % of grownups are reported to endure from high blood pressure, with a lower prevalence in the rural countries. 9MethodologyAn urban based descriptive, cross sectional, quantitative survey was conducted among 15-19 old ages old adolescent pupils of Kathmandu territory. The survey was took topographic point after the blessing of research proposal by the research commission at the Department of Community Medicine and Family Health, Institute of Medicine, Tribhuvan University. The questionnaire for the study was constructed taking mention of WHO STEPS Manual for chronic disease. To mensurate the peculiar and overall attitude widely utilizing Likert graduated table was applied. The questionnaire was prepared in Nepali, a local linguistic communication, so that pupils could understand easy. Questionnaire was pretested. Before the study conductivity intent of the survey was explained and informed consent was taken from school disposal every bit good as from the pupils. Schools and pupils were selected purposively. Selected both of the schools were from Maharajgunj vicinity of Kathmandu territory. Among the two schools selected, one was public ( Shivapuri Higher Secondary School ) and another was private ( Orient International College ) . All present pupils of one subdivision in each of class XI and XII were involved to make full up the ego administered semi structured questionnaire. Out of entire 492 pupils enrolled 144 ( 29.3 % of the sum ) were selected, 75 from grade XI and 69 from Twelve, for the survey. Data analysis was performed by utilizing SPSS 17.0 for Windows. To prove the statistical significance of cross tabulated in formations, non parametric chi-square trial was applied. Study took topographic point in November 2010.ConsequencesSocio demographic Features of the Study PopulationMedian age of the respondent was 17 old ages. Sexual activity ratio was 1.03 ( M: F ) . Brahmin/Chhetri possessed 47.9 per centum followed by Mongolians ( 26.4 % ) , Newar ( 19.4 % ) and other castes ( Majhi, Pariyar, Tharu etc ) possessed 6.3 per centum. Major faith was Hindu ( 84 % ) followed by Buddhism ( 11.8 % ) and 4.2 per centum were Christian. Most of the respondents ( 83.3 % ) belonged to middle category household followed by higher category ( 14.5 % ) and 2.08 per centum were from lower category household. 20.8 per centum of respondents ‘ male parent and 46.5 per centum respondents ‘ female parent had no formal instruction at all. Service, agribusiness, concern and homemaker were the major businesss of the respondent ‘s parents. Sing the question whether they had of all time known anyone ( fam ily/friends/relatives ) diagnosed as CVD. Remarkable per centum ( 42.4 % ) was responded as â€Å" yes † . Similarly sing the question about chief beginning of wellness information, the bulk ( 44.5 % ) were responded that they were acquiring the wellness information from electronic media ( Television, Radio, Internet ) followed by Family/friends/health worker ( 28.4 % ) and from publishing media such a newspaper, curricular books etc. ( 27.1 % ) .Knowledge sing the major hazard factorsThe highest 91.7 per centum respondents identified baccy chew/ fume as a hazard factor followed by inordinate intoxicant ingestion ( 88.9 % ) , fatty/oily/ high cholesterin ( 87.5 % ) , high BP ( 86.1 % ) , obesity/overweight ( 69.4 % ) , physical inaction ( 59.7 % ) , old age ( 52.8 % ) and the respondents who identified heredity as a hazard factor of CVDs was 48.6 per centum.Knowledge rating sing the CVD hazard factorsTable 1 shows that the highest ( 55.6 % ) had the just cognition followed by good cognition ( 36.8 % ) and 7.6 per centum had hapless cognition.Table 1: Knowledge rating sing the CVD hazard factors ( N= 144 )Knowledge GradingNumber ( n )Percent ( % )Poor ( & lt ; 4 right response ) Fair ( 4 – 5 right response ) Good ( & gt ; 5 right response ) Entire 11 80 53 144 7.6 55.6 36.8 100.0Analysis of cognition by socio-demographic features of respondentsFindingss show that good cognition was higher in males ( 42.5 % ) than the females ( 31.0 % ) . Majority of respondents of Newar ethnics ( 53.6 % ) possessed good cognition than that of other ethnics. Good cognition was found highest among respondents of higher category household ( 38.1 % ) followed by in-between category ( 36.7 % ) and lower category household ( 33.3 % ) . Findingss besides show respondent ‘s good cognition was higher among them whose parent ‘s educational position was high. Good cognition was found higher ( 41.0 % ) among those respondents who had of all time known person diagnosed as CVDs. Those who had responded household friends/health works every bit chief beginning of wellness information had higher good cognition ( 43.9 % ) and it is statistically important ( p=0.004 ) at 5 per centum of significance degree.Attitude sing major hazard factors:Attitude of respondents sing the maj or hazard factors of CVDs were assessed through already pretested eight attitudes proving statements based on the Likert graduated table. Sing the statement â€Å" CVD is an old age job so I do n't care † two 3rd ( 66.7 % ) of the respondents showed their strongly dissension followed by dissension ( 18.1 % ) . Sing the statement â€Å" CVD is either heredity job or non, I do n't care † bulk ( 55.6 % ) of respondents showed their strongly dissension followed by dissension ( 22.9 % ) . Similarly, sing the statement â€Å" High BP is a minor job so no demand to worry about † 30.6 per centum of respondents showed their strongly dissension every bit good as dissension followed by understanding ( 21.5 % ) . Sing the statement â€Å" Majority of physically inactive people get CVD † 46.5 per centum of respondents showed their understanding followed by strongly understanding ( 25 % ) . Likewise, attitude sing the statement â€Å" Tobacco chewing/smoking cause CVD ; non certain † 35.4 per centum of respondents showed their strongly dissension followed by dissension ( 26.4 % ) . Similarly, attit ude sing the statement â€Å" Over weight: godown of diseases/CVD † more than half ( 52.1 % ) of respondents showed their understanding followed strongly understanding ( 26.4 % ) . Sing the statement â€Å" Fatty diet taking old people are still alive † more than one 3rd ( 34.7 % ) of respondents showed their dissension followed by strongly disagreement ( 29.2 % ) . Similarly, sing the statement â€Å" Consumption of inordinate intoxicant is to ask for CVD † 42.4 per centum of respondents showed their understanding followed by strongly understanding ( 41.7 % ) .Attitude rating sing CVD hazard factorsTable 2 shows that the highest ( 47.9 % ) had the impersonal attitude followed by positive ( 31.9 % ) and 20.1 per centum had negative attitude.Table 2: Attitude rating sing CVD hazard factors ( N=144 )Knowledge GradingNumber ( n )Percent ( % )Negative ( & lt ; 4 positive response ) Neutral ( 4-5 positive response ) Positive ( & gt ; 5 positive response ) Entire 29 69 46 144 20.1 47.9 31.9 100.0Knowledge versus attitude sing CVD hazard factorsTable 3 shows that respondents holding hapless cognition had highest ( 54.5 % ) negative attitude whereas respondents holding just cognition had the highest impersonal ( 53.8 % ) attitude and those holding good cognition had the highest positive attitude toward the major hazard factors of CVDs and it is besides statistically important ( p= 0.002 ) at 5 per centum of significance degree.Table 3: Knowledge versus attitude sing CVD hazard factorsCognition Attitude sing CVD hazard factorsNegativeImpersonalPoor Carnival Good 6 ( 54.5 ) 17 ( 21.3 ) 6 ( 11.3 ) 4 ( 36.4 ) 43 ( 53.8 ) 22 ( 41.5 )DiscussionFindingss suggested that adolescent pupils lack overall cognition sing the major hazard factors of cardiovascular diseases and are consistent with the survey conducted among the pupils of classs ( 9-12 ) from four high schools of Michigan, USA in 2005.10 The figure of respondents who knew high blood force per unit area as hazard factor ( 86.1 % ) was lower ( over 91 % ) , baccy chewing/smoking ( 91.7 % ) was slight more ( over 90 % ) , physically inactive ( 59.7 % ) was lower ( over 72 % ) than reported by Richard Frost, MD, in an survey conducted in pupils of State University of New York at Plattsburgh in 2006. 11 The figure of respondents who had shown positive attitude sing the hazard factors such as physically inactive ( 71.5 % ) was lower ( over 88 % ) , baccy chewing/smoking ( 61.8 % ) was higher ( over 55 % ) , high fatso, oily/cholesterol diet ( 63.9 % ) was lower ( over 91 % ) than that of reported by Aysha Almas et Al. in an survey conducted in University pupils of Karanchi, Pakistan in 2005. 12 The findings of the survey show that boys possessed more â€Å" good cognition † than misss. This difference can partially be explained by the patriarchal society where gender favoritism is prevailing. Normally male childs have higher chance to have information as they are more open to the outer universe than that of misss. The findings of the survey stress the influence of socio demographic variables on the degree of cognition. Knowledge sing major hazard factors varied among different cultural groups. Respondents belonging to Newar ethnics had highest â€Å" good cognition † followed by Brahmin/Chhetri, Mangolian and others severally. This may be due to Newars are locals of capital metropolis and Brahmins/Chhetri are frontward advantageous group since antediluvian. In instance of parents educational position highest good cognition was observed in respondents holding their parent ‘s educational position higher. And the lowest cognition was observed in respondents holding their parent ‘s educational position as no formal instruction. Therefore it can be said that parent ‘s instruction has decidedly played some function in the respondents ‘ cognition. It may be because educated parents might hold taught their offspring about the healthful behaviours. Sing the chief beginning of wellness information good cognition was found highest ( 43.9 % ) among the human resource users followed by publishing media ( 30.7 % ) and electronic media ( 28.1 % ) . This might be due to easy handiness of fee suggestions in our society by people. Positive attitude among the respondents who preferred the printing media as chief beginning of wellness information was found higher. It might be due to in depth information that we can acquire from printed stuffs such as newspaper, books etc. Finding of Knowledge versus attitude cross tabular matter besides shows that those who had higher cognition possessed positive attitude and frailty versa. This might be due to the demand of cognition for the attitude formation.decisionConsequences of the survey show that good cognition and positive attitude sing the major hazard factors of CVDs among the adolescent pupils of Kathmandu territory are unsatisfactory. And socio demographic factors for the development of good cognition and good cognition for the development of positive attitude dramas critical function. Due to the altering life manner of Nepali people these yearss, they are more susceptibleness to life manner related diseases like CVDs. Therefore to forestall CVDs, timely acceptance of healthful wonts are most and the really age group for this is the stripling. Adolescent centered activities that can raise cognition and develop positive attitude towards hazard factors so that healthful wonts can be formed are strongly rec ommended.recognitionI would wish to show my sincere gratitude to the Department of Community Medicine and Family Health, Institute of Medicine for supplying me an chance to carry on this research work. I would besides wish to widen my profound gratitude to my research supervisor Associate Prof. Dr. Rajendra Raj Wagle for his nonstop counsel and punctilious redaction of faux pass.