The messages of An Inspector Calls Essay Example for Free

The messages of An Inspector Calls Essay An Inspector Calls is a classic play written by J B Priestly shortly before World War II ended. The play however, is set in 1912, which is shortly before the First World War. The play is set in an industrial city in the Midlands of 1912 concerns a wealthy industrialist Arthur Birling, the fianci Gerald Croft, The Birling family and an Inspector. It shows how the family each help to destroy a young womans life Eva Smith through their selfish and callous attitudes, which results in her death. The play takes place in the Birlings dining room where the family are celebrating the engagement of Sheila to Mr Gerald Croft. The dining room is the setting in which the whole play takes place in. As the play takes place in one place only the effects can be later seen within the play and dramatised versions as it creates a sense of Claustrophobia amongst audiences as the play becomes more intense later on when the inspector arrives. Arthur Birling believed he was a fair employer paying only what he had to and no more. If asked for a raise he would say it was his duty to keep costs low and prices high. Eva Smith, an employee was sacked with other colleagues seen as a ringleader for going on strike. It is this arrogance that Priestly was concerned about, he conveys Mr Birling as an arrogant, pompous and greedy man with no sympathy for the lower classes. Eva Smith was one of them. Shed had a lot to say, far too much- so she had to go here we see the blindness of Arthur Birling which can, to some extent be related to events in those times. In 1912 people were divided very subjectively into different classes and social groups. Priestly wanted to make audiences aware of the arrogance and in some sense fear in the upper classes for those lower down in the social and economic ladder. Rubbish! If you dont come down sharply on these people, theyd soon be asking for the earth. This quote from Arthur Birling strengthens the statement above and shows that Mr Birling is a selfish man who fuelled by his greed. The reason why the celebration takes place in the first place is because of his daughters engagement to Mr Gerald Croft of Crofts Limited. Through his daughters engagement to Gerald Croft he sees a new business opportunity in the making: And now youve bought us together we may look forward to the time when Crofts and Birlings are no longer competing but are working together- for lower costs and higher prices! This quote shows and presents the question of if Mr Birling was interested in the engagement for sentimental reasons or just for business Your just the type of son-in-law I wanted .

The Voyage to the New World :: History

The Voyage to the New World First of all, King Ferdinand of Aragon and Queen Isabella of Castille got married in 1464. The main reason that they got married was to unite their kingdoms into Spain. The king and queen were Roman Catholic, so they gave power to certain people to convert non-Catholics to Catholicism. In 1482, the Roman Catholic monarchs renew the reconquista, the military crusade ordered to conquer the remaining Muslim state in Iberia, Granada. In 1492, the Roman Catholic monarchs ordered all non-converted Jews expelled from Spain. In April, 1492, Spain received reports that the Portuguese succeeded in reaching the Indian Ocean, therefore Spanish monarchs authorized Christopher Columbus to sail to Asia and establish trade and start to convert natives to Christianity. The reasons that the monarchs let Columbus sail were mainly to search for spices and profits, spread Christianity, and to use some of their new technology like the caravel. Columbus would receive one-tenth of all the profits, and governance of the new lands would be shared by the monarchs and by Columbus. There were mainly three different types of natives who lived in the Caribbean. There were the Ciboneys (in Cuba), Caribs (in the lesser Antilles), and Taino-Arawaks (in the Bahamas, Cuba, Jamaica, Hispanola, and Puerto Rico). The population of the Caribbean Islands was probably not too much more than 1,500,000 of which about 1,000,000 lived mainly in Hispanola. Hispanola was the center of Taino culture. Between 1509 and 1520, the demand for native labor increased and the native population steeply decreased. Here is a table of how rapidly the population of the Tainos decreased: 1492- 1,000,000 (about) 1514- 28,000 1508- 92,000 1518- 16,000 1509- 62,000 1540- 250 1510- 66,000 1570- 125 1512- 27,000 By the 1540’s the native population of the Tainos did not even exceed 1,000. In October 1492, Columbus’s ships were bound for Japan, China, and the Indies, but they arrived in the Bahamas. In May 1493, Columbus departed for his second voyage. The new goals were to settle the land, cultivate the land, assert royal authority over the whole area, convert the natives to Christianity, and mainly to search for gold and send it back to Spain. There were 17 ships, and about 1500 men on this voyage. Between 1494 and 1495, Columbus implemented a series of regulations to control the natives and to gain lots of wealth. Each adult must have delivered a certain amount of gold every three months, or else they would be punished by the Spaniards.

Ethical Audit Report of Tesco Essay

According to Mamoria (2010), business ethics is defined as the businessman’s integrity so far as his conduct or behaviour is concerned in all fields of business as well as towards the society and other businesses. Thus, the conduct or behaviour by businessman towards the society or others may have some conflicts and contradictions. The intention of this report is to highlight what and why the incidents happened. The incidents include the employment of illegal workers, price fixing, and poor product quality. All these incidents tend to spoil the corporate’ image of the company and also bring harmful effect to the communities and other stakeholders. So, Tesco took action by compensating to the victims, restructured corporate management system for better performances, and provided training programme and learning course for the employee. The ethical theories applicable to Tesco include Ethics of Justice, Ethics of Duty, and Feminist Ethics, which will also be discussed in this report. In addition, the organization’s best practices and values such as corporate social responsibility and protecting the environment will also be discussed for the close up of this report. 1. 1 Background of Tesco Tesco, one of the largest retailers in the world started its business in 1919. The Founder, Jack Cohen started a grocery stall in East End of London. He made a profit of ? 1 from sales of ? 4 on his first day. After 5 years, in 1924. Mr. Cohen bought a shipment of tea from Mr. T. E. Stockwell where the â€Å"Tesco† brand first appearance. Tesco expanded its business to petrol station in 1974, and became the UK’s largest independent petrol retailer. It generated a total sales topped ? 1bn and doubled up to ? 2bn in 1982. In order to overtake the UK’s leading grocer in 1990, Tesco made an aggressive marketing campaign to open more stores to gain its businesses. In 2000, Tesco continued to expand its business by product range from clothes to electrical and personal finance products when Tesco. com was launched (www. telegraph. co. uk). For more detail on its corporate background, kindly refer to Appendix I. 2. 0 Ethical Dilemmas Ethics in general and ethics in business are very intimate to one another. Therefore one’s personal ethics cannot be completely separated from one’s business or organizational ethics. If you are a man of principles, then you are more inclined to insist on high moral standards in your business and organizations (Gavai, 2010). No matter how strong the corporate policy and system, ethical dilemmas still exist as everyone is looking for their own interest. Tesco, one of the biggest retailers in worldwide also faces the same problems such as illegal workers, price fixing and poor product quality. . 1 Illegal Workers Tesco was caught for hiring 30 illegal workers who were foreign students at one of its warehouses. These students were from 11 different nationalities; mostly Bangladeshi and Indian origins were alleged for working up to 3? times longer than their allowed working hour in visa permit (www. visabureau. com). They worked as much as 50 hours extra than the allowed ho urs of 20 hours per week. This incident happened after the UK border Agency enforcement team visited their factory on July 2012 in Croydon (www. immigrationmatters. co. uk). The retailer took responsibilities by giving corporation to the investigation as they insisted they did not condone illegal working (www. telegraph. co. uk). Anyhow, employees were considered the victims in this incident as they had not been protected by the company’s employment rules, where they were forced to work for extra hours. They faced big losses such as inability to further education and having a work-life balance. Employer did not protect for employee welfare, they abused employee right to work extra which prompted to product high productivity, maximize the profit margin by saving cost of employee salary. Supplier played a key role in this scenario, as it was the only party to transform information between the employers and the employee while in the process of recruitment. In fact, there was wrong information sending either to the employer or the employee. 2. 2 Price Fixing Tesco was accused in the scandal of the pricing fixing on its dairy products such as cheese and milk. The consumers from the Office of Fair Trading in UK reported that Tesco had charged them an additional of approximately ? 270M between years 2002-2003. The huge amount was accumulated from 3 pence extra for a pint of milk, 15 penny extra for each quarter-pound of butter and the same amount per half-pound of cheese for every single purchased together with another 8 firms were implicated in the collusion (www. dailymail. co. uk). They were caught by breaching the competition act in synchronising the increased price with other competitors for certain dairy products. However, Tesco’s competitors had admitted and OFT had been given discount on the fined amount as they had given cooperation in the investigation. When the corporations did not practice fair competition which comply with the competition law, consumers were the victims because they did not protect in fair trading. This is clearly a strong violation of consumers’ rights (www. savistamagazine. com). Shareholders in the corporations basically earned extra profits in this scenario. Whereas, this practices was not encouraged as they must obey the corporate law which was stated in the Corporate Governance. Government department plays a key role in this embarrass scenario; their intention was to protect the consumers. Their penalty towards the corporations sent a clear signal to them not to violate consumers’ rights. In fact, families in UK suffering big loss of expensed extra for the daily goods in unknowingly. They should be protected under the fair trading policy which ensured them to trade in worthiness. 2. 3 Poor Product Quality Tesco also received a punishment from the Bracknell Magistrate Court for selling 127 outdated foods in the Martins Heron branch on May 2011. The foods included beef-burgers, ham and chocolate cheesecake. This incident happened when a girl fell sick after consuming chargrilled chicken pasta salad. This prompted Bracknell Forest Trading Standards officers to investigate the matter after receiving the complaint. The officers found that the foods had expired for 16 days during a visit to the store (www. getreading. co. uk). Trading Standards officers commented this matter as the â€Å"worst case of out-of- date product† that they had ever seen (www. mirror. co. uk). The irresponsible behavior acted by the management of Tesco was strongly affected to the public health. It also brought suffer to the consumers from physically and mentality. The shareholders were also facing lost when the management was careless in managing the stocks. Besides the above, Tesco was discovered for selling 100 expired food products which included yoghurts, fruit smoothies, soup, gravy, vegetable pakoras, packaged salad, pasta bowls, samosa and bhaji snack packs and guacomole dip. These items were past their sell-by-dated of between 1 to 17 days. The occurrence was engaged by a manager who had 20 years experience but his first time to manage the largest store chain, Tesco Extra. Shoppers had complaint about the poor problems to the Coventry City Council and the trading standards officers had proven the issues after their raids at the branch in Gielgud Way, Walsgrave in November 2009 (www. oventrytelegraph. net) 3. 0 Actions taken to solve these dilemmas According to the Merriam Webster Dictionary, dilemmas are situations or problems where a person has to make a difficult choice; an ethical dilemma is a problem where a person has to choose between a moral and an immoral act (smallbusiness. chron. com). Dilemma occurrences in the workplace are common and action taken to solve them is very important, whereas theory of ethics can be applied as guidelines which may bring the moral decision. 3. 1 Reinforce in recruitment and management system Tesco was fined for a total of ? 15,000 by UK Border Agency (UKBA) for 23 students, of various nationalities who had breached the visa working terms (www. telegraph. co. uk). UKBA was reflecting UK government’s intention into act which has promised to overwhelm on visa abuse. The 23 individuals were not permitted to enter UK again (www. visabureau. com). The Britain’s biggest supermarket had ensured that the incident in this nature will never happen again. One of the executive had been laid off after the lacklustre performance (www. telegraph. co. uk). Tesco was a founder member of Ethical Trading Initiative (ETI). They searched employee with high standard by applying the ETI base code which included; no exploitation of child labour, working hours not exceeding (20 hours per week for foreign workers) and regular employment is provided (www. tesco. ie). However, the government had carried out a good job by taking serious action against any employers who had breached the visa working terms. After the fined it brought a â€Å"warning† to the competitors and simultaneously as a reminder to them to have good ethical practice while in competition. Nobody is allowed to breach the rules in order to obtain success in competition. In addition, after UKBA taken action against the employer, the rest employees will enjoy the benefits which to work in regularly, fair treated, feel protected and concerned by the government. Employer was ensured that the management system been improved after laid off an employee who made mistake. Employer was informed to put employee’s welfares as priority. 3. 2 Defending the rights Tesco was slapped with the fined of ? 10m for price-fixing of its dairy products by the Office of Fair Trading (OFT) in 2011 after seven years of investigation. However, they threatened to fight back by taking legal action against OFT to defend themselves. The company claimed they were â€Å"surprised and dismayed† with the fined and strongly denied with any collusion in changing pricing detail with each other via the dairy processors. Tesco stand at its point vigorously and throughout the court. However, it had urged the government to deprive OFT of its power to investigate and punish firms under the competition act (www. mirror. co. uk). The intention of OFT was to alert the industries that the competition laws was enforced in ensuring the shopper in a fair trade condition. Hence, after the punishments were sent, it was ensure that the competition was maintained under the competition laws. Furthermore, competitors were only able to divulge information to each other via dairy suppliers. Suppliers were also not been honest in this incident. Suppliers did not bear responsibility of providing high quality products with reasonable prices where the consumers are able enjoy the benefits. Thus, suppliers being fined by the OFT were considered reasonable. No matter how the employer wanted to fight back with OFT, they had to pay the fine and settled it in the fastest way where to stop any embarrassing matters to affect their sales figure. At the same time, the costly and time consuming case might affect the expense of both taxpayer and business as well. So the fine paid has benefitted the consumers which bring fairness of their trading. 3. 3 Compensations After Tesco had admitted selling of outdated food, it was fined by the Bracknell Magistate Court for ? 12,000, and ? 15,000 in legal fees and a ? 15 victim surcharge. The Charges were related to 88 types of food which were put on shelves for sales. Tesco had to bear for the penalty as they knew that selling of out-date-food brought harm to the public health (www. tutorcare. o. uk). In order not to repeat their mistake, they were reinforced through staff training at the Bracknell store to ensure all the processes undergone strict quality control and the procedures were complied. Customers are the cause and purpose of every business. A business is supposed to serve them satisfactorily (Gavai, 2010). According to Tesco Corporate responsibility, they were running local s upplier programme for the purpose of getting fresh and quality products. Therefore, the company had to enforce the programme to ensure it was running smoothly and the supplier complied with it. Employers had to bear the responsibility for the incident where there was serious problem in the management. The accused significantly spoiled the corporate image and reputation which cause the sales figure to drop. However, the employers had made a right decision for admitting the mistake and paid compensation. It significantly showed that Tesco was applying the Ethics of Justice. According to Plato (2010), justice is an order and a beauty of the parts of a whole. Justice is effective coordination. It is an effective harmony of the whole. Ethics of justice can be defined as what is right and what is wrong in clear and precision. It was related to the notion of fairness. When a person is been treated unequally or deprived from what he deserved, then he was treated with injustice. Tesco realized that treating someone injustice was an immoral action, so they pledged guilty and paid fined which tend to bring fairness to the consumers as to determine this action on the criterion of rightness, which is one of the concepts in Ethics of Justice as well. Furthermore, Tesco was fined for ? 33,400 for 43 charges of selling 100 out-of-date foods at a hearing in Coventry Magistrates Court and a further of 94 charges after considering their sentenced. However, some shareholders of Tesco were present in court to show their seriousness of this matter and their concern on the case. They pledged guilty on the charges and their managers were laid off and two other employees were being disciplined (www. lacors. gov. uk). Employees had th e responsibility to carry out their job by following the corporate system. Some of the mistakes were not being tolerated and it has brought harm to the public health. The Coventry council was pleased with the results as the sentenced brought a warning to other competitors in the same industry that the government had stand at their point for the communities was appreciated. 4. 0 Best Practices and Values According to Donald, White and Bedner (2010), value is a concept of the desirable, an internalized criterion or standard of evaluation a person possesses. Such concepts and standards are relatively few and determine or guide an individual’s evaluation of many objects encountered in everyday life. Values are tinged with moral flavour involving an individual’s judgement of what is good, right or desirable. Tesco has practiced several communities’ works as a return to the society and tried to deliver values to them. Corporate social responsibility is in the interest of business because, by contributing to social change, it can create a better environment for its own transactions, thereby developing business while being socially responsibly (Rendtorff and Dahl, 2009). 4. 1 Communities Works Tesco plays a vital role in the local communities by supporting them actively without preconditions. They wanted to have a good relationship with the communities in which they operated. The fundamental condition that Tesco can provide to the communities is providing good quality, affordable foods and goods, and offering job to the unemployment. Besides that, they are listening and responding to the local communities for their needs and values, carrying out the issues that matter to them positively, and improve the local area by providing lasting contributions. They regularly set up a new store in the area where the retailers or businesses had been neglected. Tesco also launched a Regeneration Partnership Programs in UK where Tesco was proud as this prompted to providing job opportunities to the long term unemployment. In May 2012, they had their first launched store under the regeneration program in Hungary at Debrecen. Hiring 100 unemployed and providing 42 with courses organized by Regional Labour Centre helped them to readjust in their routine of daily work. Tesco also gathered the local communities in a centre point for them to interact. In Turkey, Tesco Kipa Family Club offered Cooking class, Dancing class, chess and learning English Class to their 60,000 members. In addition, Tesco had over 100 schools of Extended Class in South Korea to let the customers and families to attend Arts and English Class. Presently, Tesco had over 750 communities champion working into the communities which communicated with the communities effectively. They were organizing activities such as Healthy Eating to the primary school and local school children, charity event by collection or bag packing, and also asking the staff and customers to join the events like Race for Life (www. tescoplc. com). Without doubt, values to the communities such as responsibility, accountability, concern and unity had contributed absolutely by Tesco. â€Å"Value† so understood is a very broad category. It includes all sorts of things, from personal desire like health or a sense of humor to social ideals like wealth or liberty (Weston, 2010). They are responsible to the communities by giving them quality product in affordable prices. In addition, they were giving values of accountability by organizing learning class for the communities to gain their knowledge and interests. Tesco is also concerned about the communities of the unemployment, giving priority to the unemployed for job opportunities which also gave them better future and better life. Unity of the communities is very important in local area, Tesco provided a platform for the communities to communicate, interact and work together. They looked forward that every business and store were valued by the communities as they were trying hard to give interest to the communities. Tesco contributed a lot of times and fund to the community works. This demonstrates the application of Ethics of Duty. According to Kant (2010), a duty is obligatory and one has to do his duty regardless of any situation. Most of the time duty implies an action that one is expected to do as a part of society which may be neither for self-satisfaction nor for immediate happiness. Tesco knew what their prime duty to the communities was. Having a good thought is not enough but must in action. An action with potential concern showed their responsibility to the communities. 4. 2 Protecting Environment Protecting the environment is one of the important missions set by Tesco. The only way to deal with it was reducing the impact on the environment, including water and energy usage. All the suppliers have to follow the program with Tesco by reducing carbon footprint on the product and manage the water usage in all the store chain. The mission to be achieved is to become a zero-carbon business by 2050. Achieving a mission is not only in planning but practice. Tesco has converted over 100 stores to natural refrigeration across the corporate. The project in Kenya for the Lake Naivasha water stewardship helped to reduce water pollution and raised the water levels, replace transportation from lorries to rail transport which saved 15,000 tonnes of CO2e per year. Tesco had also collaborated with Unilever to create awareness amongst customers of sustainable product choices; more than 10,000 customers were advised to reduce their water footprint in Turkey. Tesco practiced by reducing in packaging and minimizing waste in their dairy operation which helped to reduce the impact on the environment. Reducing waste was the priority plan for Tesco. They used a market-leading store ordering system which helped to predict what each store chain will sell, this minimized waste of food accurately before it reached their customers. The programmes of minimizing the store’s operational waste started running since 2009 throughout the world’s store chain. They did not send any wastage from the UK store to the landfill. If the wasted were unable to recycle then it will be converted into other sources of energy. In China, cardboard and wasted oil in the stores had been fully recycled. In Poland, in order to increase the rate of recycling, they have conducted an audit of waste segregation in stores. In Malaysia, they encouraged the employees to recycle by launching a weekly league table to record who recycled the most. In US, they sent their waste food to the food bank for those who needed to reduce the wastage. And lastly in Slovakia, they donated the waste food the Hunter’s association for feeding animals. The materials used for product packing were the lightest weight and sustainable and also gave opportunities for recycling. Since 2007, Tesco have reduced the packaging of own-brand product more than 15% in UK, which included cutting glass usage by 420 tonnes annually when producing their own label Champagne. They also changed traditional packaging of toys to new packaging reduction technique that brought 15% reduction. In UK, Tesco also has commitments with WRAP’s Courtauld 2 (Waste and Resource Action Programme) to reduce the packaging waste by 2012. The commitments included the reduction of weight, recycled content of grocery packaging to be increased, rates of recycling to be increased, and carbon impact to be lowered by 10%, reduction of 4% for the UK household food and drink, and reduction of 5% for the products and packaging waste in the supply chains (www. tescoplc. com). Caring for the environment brings value of duty, love, hope, and comfort. Tesco has carried out their duty towards the society by committing on wastage reduction. All the resources taken from the earth and environment were fully utilized and the balances were recycled. This duty is belonging to everyone; therefore Tesco has taken it into priority. Tesco also showed the values of love. In terms of loving the earth, loving the environment, and loving each others in the world by saving the resources such as water. Human being is unable to live without water. Tesco knew the seriousness so they ran several programmes on reducing the usage of water. Tesco is giving Hope to the society as well, saving resources in order to prevent resources shortage, and climate changing. Value of hope is generating with these practices to the people. Living in harmony and secure which may concern for the next generation as well. With the clean environment, the values of comfort arise and the people can feel that they are living in a peaceful world. This is the main objective achieved by Tesco. A comfort lifestyle may bring positive thinking to the people, staying with tolerance and forgiveness. Tesco has significantly practiced ethical theory of right for the programme. According to William Sbaw (2010), a right is an entitlement to act or have other acts in a certain way. Everyone has a right in doing certain action and simultaneously expecting others not to deprive its right. However, others also possess a right to disagree to the action, but they cannot dismiss it. Tesco promoted the protecting environment programme and has prompted to let the communities knew that they had the right to live harmony. Right and Duty are correlated as that our prime duty is to protect the rights of people (Gavai, 2010). Tesco has the duty of giving fairness to the society and the communities have the right to enjoy the fair treatment. 5. Conclusion Business ethics is important for a corporate because it brings significant benefits and advantages. Corporation with good business ethics prompt to have good image and reputation in the market, which assist to create market awareness and promote sales easily. Furthermore, a corporation best practice such as corporate social responsibility is also very crucial which to protect the employees and communities’ welfare, c orporation may enjoy benefits for itself also because a good corporate social responsibility may create loyalty of an employee. A loyal and committted employee will stay with the corporation constantly and increase productivity, which can reduce labour turnover as well. Whereas, Tesco, as one of the biggest retailers in the world, which cover business internationally (refer Appendix II for International business Chart), they realize the importance of these and working hard to practice good ethical behavior, create value for the communities and providing moral decision to settle the ethical dilemma to ensure the stakeholder and communities can enjoy the benefits.

Nature of Consumer Behaviour - Free Essay Example

Sample details Pages: 4 Words: 1281 Downloads: 3 Date added: 2019/03/22 Category Psychology Essay Level High school Tags: Behavior Essay Did you like this example? Paper Consumer Behaviour Introduction Razor Gaming is as stated a company who specialises in gaming. Having their own gaming gear and generally target gamers. They targeted audience is mostly the PC environment, so gaming laptops, tablets and desktops. Don’t waste time! Our writers will create an original "Nature of Consumer Behaviour" essay for you Create order The products that they sell are mice, keyboards, mouse mats and game pads. The Razor products are all named after predatory or venomous animals. Razor was founded in 2005 in San Diego, California US. Its founders were Min-Liang Tan(now the CEO and creative director) and Robert Krakoff(Now President), after securing a huge investment from Hong Kong. It has its headquarters in both Singapore and San Francisco, California. In this paper I will be talking about how they use marketing in a consumers behaviour point of view. Brand Image Razer Gaming their slogan is for gamers by gamers. They sell professional gamers gear for gaming only. They tend to manufacture product that is intended for professional gamers. Razer are trying to be the Apple of the gaming industry by premium priced products. Razer uses their core expertise to leave a mark on that industry. Their products are utilitarian and value expressed. The gaming are intended for gaming and using their products. It can also be classified as hedonic, because casual gamers buy these products for their hobby. As games are classified as hedonic. Although in the professional scene such as in eSports and Twitch streamers these products become utilitarian. Their consumers have their reasons why they buy their product. As we go through the consumer value frame work. The internal influences are off course personality, which the attitude towards the product is important. Knowledge is in an important factor in the attitude formation. Gamers need to know about the product. In the ABC-model. The two important factors are especially affective and cogitative. Razer is a cool product and its gives them an advantage to users who use don’t have decent gaming gear. Casual gamers have an experimental hierarchy because its intended for hedonic use. For professional users it’s the standard learning hierarchy. Professional gamers get for example sponsored by razer and get a mouse for free. They start using it and see that the quality is actually great and will keep buying razer products. That is also why razer started growing. For The external factors; video gaming is a culture on its own more than 155 americans play video games, 4 out of 5 households have atleast one gaming device. 42 percent play each week more than 3 hours. In the early days of gaming mostly teens were playing video game. Nowadays the average player is around 35 years. The first generation who grew u with gaming is maturing and its not only teenagers who play games. Also the social aspect plays an important factor. The gamers are a aspirational group. They associate themselves as gamers and use razer product to identify themselves as gamers. This can be a reaction to peer pressuring(streamers who are mostly the same age as them). Razer also have their own media where they can advertise their products on. But they mostly get their brand image from earned media(twitch, YouTube, esports). Razer has an ethos appeal to it. The main gamers are mostly men, the logo of razer has 3 snakes and a green colour. Green is has a big appeal to men, since it one of the more likeable color for both men and woman. The three snakes is a big part of the brand’s image. Razer is known to deliver high-end product thus its trustworthy. The logo is attractive and has a high level of likeability. The consumer builds a perception about razer based on its image as the world leading brand in gaming gear. It enforces by superior quality to the competition. The comfort of the using razer headsets is the best in its expertise. While the perception of the consumers starts to develop, the identity of the brand will be branded in to the heads of consumers. We can use Maslov’s pyramid in to consideration because of how they advertise their product use the gaming culture so gamers can associate. The functional elements of the products what does it do? It enhances the gaming experience by giving their consumers a big advantage over other gamers. Moving up the pyramid we have the emotion element. How does it make me feel. Do I as a gamer like this product am I happy about the product. After we achieved these elements we can say did it change my life. The gamer did improve and can take out enemies much faster or do objectives more efficiently. And at last does razer let me identify in a certain group of gamers. That is pretty much the objective of razer the ability to feel connected to a social group. This is the pathos appeal having an emotional connection to the product. Advertising Razer Gaming advertises their products on a different way than other brands. They use the raze affiliate program. Its is a way of gamers earning small commissions by placing banners or on their website to refer them to the shop of razer. Once the visitor of the site makes a purchase through these banners or links they can earn money. It is completely free of charge to join the program. These commissions are paid on a monthly net sales. As I already stated earlier in the paper. They also advertise by using famous youtubers to unbox and talk about the product. Famous youtuber TheSyndicateProject started getting sponsored by razer and receiving free and latest stuff. All he has to do is talk about the product and talk about the product. Also the channel that I mentioned earlier dedicated unboxing videos about the product he got from razer. The youtuber in particular has now 10 million subscribers and got a huge reach thru the gaming industry. Another method is sponsoring Twitch streamers. Giving them a headset and mouse and all they have to do is putting a banner on their stream or talk about it when they start the stream. For example this stream was made possible by razer gaming. These kinds of endorsements by â€Å"celebrities† have an Ethos appeal. The attractiveness of the brand. Also they sponsor big Esports event which will also raise the brand awareness. There are huge events like E3 or GameForce in Belgium where they will try and interact with future customers. This is more of an (Banks, 2018) ethos kind of feel where they try to convince gamers to buy their product. They will try to convince them by letting them use their products on high-end computer where you actually can feel the difference. You will feel that the gear is trustworthy. It also enhances the psychogenic needs. They play more on ambition(becoming a better gamer), power(dominating the games you play) affections(the product will start to grow on the consumer) and information(giving more explanation). Disadvantage Due to the premium pricing of razer products it can scare of consumers. Why buy razer product when you can game on a regular keyboard or mouse. The fear of missing out is a big issue. Not every one can afford razer products. The fear factor is big disadvantage for razer. Razer is all social when peer pressuring come to a degree that people have to buy overpriced products when you have a substitute for it. Conclusion Razer is premium priced product, it has a big social influence. The product itself is already of big quality but the social factor and the peer-pressuring is a big asset of the brand. While razer is the leading gaming gear manufacturer they will keep the consumers reviews in mind.