Yale Case - 15625 Words

9-812-062 OCTOBER 18, 2011 JOSH LERNER ANN LEAMON Yale University Investments Office: February 2011 â€Å"†¦anointing winners and losers on the basis of 12 months’ worth of performance is silly in the context of portfolios that are being managed with incredibly long time horizons.† — David F. Swensen, Chief Investment Officer, Yale University1 On a February afternoon in 2011, David Swensen, Chief Investment Officer of Yale University, stared out his window at the snow blanketing the city of New Haven. He was considering the roster for the Investments Office’s 2011 softball team, which would be defending its first-ever Yale University championship. It was nice to imagine the warmth of summer. Swensen and the Investments Office had†¦show more content†¦The creation of a formal endowment for Yale was triggered by the 1818 disestablishment of Congregationalism as Connecticut’s state religion. Students and alumni alike demanded that the school respond by establishing a divinity school to offer theological instruction. To fund this effort, numerous alumni made large gifts, the first in a series of successful fund drives. While Yale used many of these donations to buy land and construct buildings, other funds were invested in corporate and railroad bonds, as well as equities. By the century’s end, th e endowment had reached $5 million. The growth of the endowment accelerated during the first three decades of the twentieth century, due both to several enormous bequests and to aggressive investments in equities, which represented well over half the endowment’s portfolio during the Roaring Twenties. In 1930, equities were 42% of the Yale endowment; the average university had only 11.5%.3 Yale avoided severe erosion of its endowment during the Great Depression in the 1930s, however, because many recent bequests were kept in cash or Treasuries rather than being invested in equities. In the late 1930s, Treasurer Laurence Tighe decided that the share of equities in Yale’s portfolio should be dramatically reduced. Tighe argued that higher taxes were likely to expropriate any corporate profits that equity holders would otherwise receive even if a recovery did occur. He concluded that bonds wouldShow MoreRelatedYale Case1752 Words   |  8 Pagespartners of the universitys group. Yale sought for compensation to be as linked as possible with investment performance rather than based in high fixed fees. With this strategy they intended for private equity funds managers to be more motivated and to align its objectives with theirs. On the other side equity firms were given a considerable amount of flexibility on their investment decisions. The control was done mainly in the selection stage where Yale guaranteed that its and the firms objectivesRead MoreYale Case Solution - Investment Management1027 Words   |  5 Pagesdiversification to reduce risk by limiting exposure to any single class. This is reflected in their asset allocation over the years. In Exhibit 1, Yale has been consistently investing in 6 asset classes: domestic equity, foreign equity, bonds, cash, real assets, private equity, and absolute return. While the weight of these asset class changes over time, Yale maintain their philosophy and still invest in all of these class. They change the weight i n a particular class if they feel that market misvaluedRead MoreSolution to Case on Yale Model - Investment Management Class1036 Words   |  5 Pagesdiversification to reduce risk by limiting exposure to any single class. This is reflected in their asset allocation over the years. In Exhibit 1, Yale has been consistently investing in 6 asset classes: domestic equity, foreign equity, bonds, cash, real assets, private equity, and absolute return. While the weight of these asset class changes over time, Yale maintain their philosophy and still invest in all of these class. They change the weight in a particular class if they feel that market misvaluedRead MoreCase Study : Yale Universitys Ranking National University759 Words   |  4 PagesYale University is also a non-governmental institution supported in 1701. this can be a full underground enrollment of five, 532, its institution may be a town, and thus the dimensions of the realm is 343 acres. It uses a semester-based tutorial c alendar, Yale Universitys Ranking National University, inside the 2017 edition of Best colleges, 3. Its teaching and fee unit $ forty nine,480 (2016-17). Yale University, established in Urban Centers, Connecticut, is assumed to possess its own superb dramaRead MoreEssay about London: A Cultural City1248 Words   |  5 Pagesand Johann Peter Salomon. Even Wolfgang Amadeus Mozart performed in the city. The culture of the city became the partner of its commerce. Crown and Parliament did very little, by contrast, to promote Londons public culture and intellect, and the case of painting is one instance. Public commercial galleries opened in Georgian London, but there was no comparison with those in Italy and France, for this reason the capital had to wait until the nineteenth century for the National Gallery. Museums hadRead More Presidential Campaigns From George Washington to George Bush by Paul F. Boller Jr. 586 Words   |  3 PagesGeorge Bush Author: Paul F. Boller Jr. Publisher: Oxford University Press Date: 2004 Pages: 479 The Author Paul F. Boller, Jr. was born on December 31, 1916 in Spring Lake, New Jersey. He received a B.A. degree in 1939 and a Ph.D. in 1947, both from Yale University. He served as a Japanese translator for the U.S. Navy from 1942 through 1946 and then as a civilian analyst for the Office of Naval Intelligence in Washington, D.C. He taught history as a professor at several universities, including SouthernRead MoreObject Analysis - Corsets2737 Words   |  11 Pagesand did not require such extreme methods to gain the silhouette the new fashion called for. Couturiers like Paul Poiret, moved towards a corsetless figure, and were pleaded by leaders in the corset trade not to ruin their trade. Yet this was not the case, as it only called for new types of corsets to be produced, those that were far more flexible, and showed a much more slender physique. Instead of enhancing the hips, the new corsets were to designed to pull in the hips: meaning the corsets wereRead MoreAcademic Education And Academic Schools2036 Words   |  9 PagesBut if they enroll at Harvard or Yale, then they would most likely be in the middle of the pack or even at the bottom due to competition. Yes, employers look at the college that they attended, but they can also see their class ranking and if they thrived as a student and impacted their school. As a result, Gladwell is assuming that students at public schools have as much of a chance to land a job as Ivy league graduates. Moreover, Gladwell reported many cases where high school students, who lovedRead MorePresidential Election : Presidential Candidates1410 Words   |  6 Pagesand Dutch descent. She attended Yale Law School, where she served on the editorial board of the Yale Review of Law and Social Action. During her sophomore year ( second year of yale), she worked at the Yale Child Study Center, where she was learning about new research on early childhood brain development and she started working as a research assistant on the seminal work, Beyond the Best Interests of the Child (1973). She also took on some cases of child abuse at Yale–New Haven Hospital and volunteeredRead MoreArrested Development Essay1054 Words   |  5 Pagesby James Forman Jr. , is an article that looks at the issue of racial profiling. III. ------------------------------------------------- James Forman Jr. is a Professor of Law at Yale Law School. He is a graduate of Brown University and Yale law school * ------------------------------------------------- Yale faculty biographies ------------------------------------------------- IV. ------------------------------------------------- Forman aims this article towards conservatives which

Springsteens The Ghost of Tom Joad relationship with...

In 1995, Bruce Springsteen produced an album titled â€Å"The Ghost of Tom Joad†. Its title track brings out a lot of ideas from John Steinbeck’s Pulitzer Prize winning novel, The Grapes of Wrath. Migrant workers, as explained in chapter twenty three of The Grapes of Wrath, used music as a main source of entertainment. They would play the harmonica, the guitar, and the fiddle, while the other workers would dance and be jolly, despite how bad the work was that day. The instrumentals of the song are harmonica and acoustic guitar. This helps to bring out both the theme of the song and the ideas from the book. The seventh line of the song is â€Å"Families sleepin in their cars in the southwest† (The Ghost of Tom Joad 1995). In the book, while†¦show more content†¦It was the road to â€Å"paradise†. The thirteenth line hints at Tom Joad’s religious parallel. It says â€Å"He pulls a prayer book out of his sleeping bag† (The Ghost o f Tom Joad 1995). Tom Joad can be seen as a Moses-type leader. Where Moses was leading the Hebrew people to the Promised Land, Tom was leading the migrant workers to unionization and a better life. Both leaders rejected the warnings of those who had turned back once they had reached the destination. In Moses’ case, it was the Hebrew spies, while Tom was being advised by fellow Okies who could not find jobs. The next line reads, â€Å"Preacher lights up a butt and takes a drag† (The Ghost of Tom Joad 1995). This line symbolizes the corruption of Jim Casy. Usually when you picture a preacher, smoking a cigarette is that last thing you would imagine him doing. Jim Casy was a preacher prior to the novel. Then he began to think for himself and committed sins. When he realized what he had done he quickly resigned his position. A few lines down the lyrics read, â€Å"Got a one-way ticket to the promised land† (The Ghost of Tom Joad 1995). The bankrupt sharecr oppers saw California as â€Å"the promised land†. Most of them barely had enough money after selling all of their possessions to buy a car. The cars that they could afford weren’t even worth what they paid, and broke down many times before they reached California. By the time they finally reached California and realized that

Gender Disadvantages In Education Education Essay Free Essays

string(155) " to increased public presentation among females as their strong biological science orientation has pulled up their general class in scientific discipline\." In the early 1990s came the first indicants that the instability between male and female accomplishment was altering. The grounds for this emerged foremost from the consequences of the GCSE scrutiny and so from Advanced Level consequences. These showed that the spread between male and female attainment was widening in the favor of females in humanistic disciplines and humanistic disciplines topics, and in the scientific disciplines the traditional advantage of males over females was contracting. We will write a custom essay sample on Gender Disadvantages In Education Education Essay or any similar topic only for you Order Now Possible readings for this are as follows: foremost that male childs are merely falling behind, secondly, it could now be that societal policy is in fact helping females and thirdly, that attitudes are get downing to alter within the instruction system and females are get downing to work their new found equality. The reading that male childs are falling behind suggests that it is non merely that females are accomplishing better than earlier, but that there is a job with male childs and instruction that has non yet been to the full explored by sociologists. The grounds given for this falling buttocks are varied, but harmonizing to Barber ( 1994 ) they are connected to males developing much less positive attitudes to instruction than females. This negative attitude is manifested in a figure of ways, including lower work rates among male pupils and marks of alienation, such as increased hooky and behaviour jobs among male pupils. It is besides suggested that male equal groups tend to develop less favorable attitudes towards instruction and this creates peer group force per unit area. In 1994 Panorama ( BBC 1, 24 October ) drew on American research to demo that parents spend less clip reading and discoursing books with their boies than with their girls. It was suggested that this could be linked to reluctance among males to read and their poorer criterions of literacy. This position has been influential in carrying some educationists that any docket for equal chances initiatives demands to turn to male underachievement every bit much as that of females. However women’s rightists would reason that this account tends to play down the existent advancement being made by female pupils and to deviate attending back to male childs. Males are surely falling behind females in regard of draging exam consequences, but it is non the lone contributing factor. The reading that societal policy is now helping females suggests that a figure of policy alterations have been effectual in promoting female pupils to accomplish in those countries where they have traditionally done ill. The first enterprise was GIST ( Girls in to Science and Technology ) , which was designed to promote female pupils to choose for scientific discipline and engineering. This included such enterprises as set uping visits from female scientists to move as positive function theoretical accounts, developing course of study stuffs that reflected female involvements, non-sexist callings advice and the raising to instructors ‘ consciousness if gender function stereotyping. However critics of this account suggest that it is hard to trap down a general addition in female criterions to this peculiar enterprise, as GIST was reasonably narrow in range and affected merely a few selected schools. Nor were these policies needfully ever followed through because they were expensive to implement. Another enterprise that has been claimed to be successful is the debut of single-sex categories. This builds on the statements of in favor of single-sex schools. Female-only categories provide positive function theoretical accounts, as, for illustration, the scientific discipline instructor excessively has to be female. In scientific discipline lessons, holding no male child in the category removes the domination of research lab equipment by male childs and besides female pupils to reply inquiries and follow their involvements. The positive results of female-only categories are said to be an addition in female assurance and a more positive attitude towards scientific discipline. Critics of this attack argue that female-only categories do non vouch that instructors ‘ attitudes are changed or that sexist stuffs such as text portraying adult females in dependant or administrative functions are non used. As with GIST this attack has merely been adopted by a few schools as it is com paratively expensive to implement. It would besides be hard to happen females who are really qualified to learn traditionally â€Å" male † topics, for illustration the sum of females qualified to learn woodwork is limited, therefore doing individual sex schools on a larger graduated table about impossible unless topics such as woodwork were dropped from the studied course of study. It could besides be that individual sex categories are damaging to male educational attainment. It is true that there are no misss at that place for â€Å" male childs to demo off in forepart of † or â€Å" endeavour to affect † which may enable males to be more focussed on the undertaking at manus. However, a individual sex male category may fuel an anti-school subculture and enhance equal group force per unit area on a much larger graduated table. Some male childs ‘ may derive â€Å" street cred † and peer group position from non working. These male childs may make sub-cultures in some schools which are both anti-education and anti-learning. Their members may good see school work as â€Å" uncool † and â€Å" unmasculine † in peculiar reading may be considered as drilling, feminine and to be avoided at all costs. This may explicate why male childs are less painstaking and miss the application for coursework accomplishments. The debut of GCSE, as opposed to O degree and GCE, is argued to hold favoured females. The rules behind GCSE are that pupils should be able to demo what they ‘know, understand and can make ‘ . In order to accomplish this, coursework has been introduced as a outstanding characteristic of GCSE classs. This constituent is said to favor the consistent and painstaking work that is characteristic of female pupils. Similarly the increased accent on unwritten appraisal is supposed to favor female accomplishments. Besides, the widespread debut of joint Science GCSE ‘s has led to increased public presentation among females as their strong biological science orientation has pulled up their general class in scientific discipline. You read "Gender Disadvantages In Education Education Essay" in category "Essay examples" However the consequence of these inventions is likely to limited. For illustration coursework Markss are limited in GCSE, so there are clear restraints on the sum of benefit female pupils can be said to derive. Nor is it clear that female pupils possess the properties given to them, such as working systematically harder than males. There is for illustration a clear nexus between category and females ‘ attitude towards school work. The outside school position of altering attitudes suggests that female attitudes towards instruction and work have changed significantly. This is partially because more immature adult females have rallied to the women’s rightist call for gender equality and partially because of the employment opportunities available to them. Thus it is claimed that adult females are now more independent minded and ambitious, and with their higher outlooks they are less likely to desire to get married and get down a household at a immature age – instruction, work and calling have become a new focal point of gender individuality ( Sharpe, 1994 ) . Wilkinson ( 1994 ) besides shows that employment has taken over from get downing a household as the chief purpose of immature adult females, and that this displacement in societal attitudes is holding a strong bearing on educational aspirations and public presentation. However it is of import non to overrate the grade of alteration in attitudes. Sharpe ( 1994 ) indicates that many of the females in her 1990s survey, like those in the 1970s research, awaited life as a ‘dual worker ‘ , uniting paid employment and domestic duties. Sharpe besides acknowledges that the desire to derive educational makings may partially reflect females ‘ acknowledgment of the breakability of the labor market in a period of recession. It should besides be highlighted that the increased employment chances are less impressive than at first sight. It may be that the ‘glass ceiling ‘ has been lifted somewhat, so that adult females are found in important Numberss in middle-management places, but females are still underrepresented in the top echelons of direction and overrepresented in the dead-end portion clip work they have traditionally dominated. This deficiency of gender equality is recognised by Sharpe ( 1994 ) , and she sees it as potentially denting the outlooks and aspirations of females in the 1990s. The type of relationship that the pupil has with their instructors has considerable bearing on exam consequences. Teachers have different thoughts about the type of behavior that is consistent with the student ‘s function. Similarly, students have conflicting positions about what makes an ideal instructor. Some students are unable to populate up to the theoretical account of the ideal students held by their instructor. As a consequence it may take to new forms of behavior, which influence their degrees of attainment. A considerable sum of research has been carried out into how instructors make sense of, and respond to behaviour of their students. In his book ‘Outsiders ‘ Howard Becker puts frontward his labelling theory of behavior. His theory suggests that the classifying of behavior by instructors leads to labels being attached to pupils. This categorization will so impact what will finally go on to the student. And therefore will take to the self-fulfilling progn ostication. Ball for case in 1986 found that instructors ‘ labels had affected their public presentation. Whilst Licht and Dwect that male childs are more frequently criticised by their instructors and hence develop negative feelings towards schooling. However in a direct contradiction of the findings of Licht and Dwect, research has provided some grounds that instructors are non as critical with male childs as with misss. They may hold lower outlooks of male childs, anticipating work to be tardily, rushed and untidy and expect male childs ‘ to be more riotous. Some research suggests that male childs are less positively influenced than misss or even turned off by primary school environments which are female dominated and may hold an accent on spruceness or tidiness. Relationships between females and their instructors are by and large better than those enjoyed by the males and their instructors. ( Abraham, 1995 ) One ground for this is that a higher per centum of misss than male childs portion the values of the instructor. Gay Randall, 1987 noted that instructors had more contact clip with misss than with male childs. If a hapless relationship is observed between a instructor and student, it could be a consequence that the student could stop up in a hapless set. Research shows that some underachieve because they were placed in the incorrect set. There was really small difference between the sexes on this issue. Some pupils thought they had been below the belt placed into the incorrect sets. As David Hardgrave ‘s has pointed out, the set that person is in will act upon teacher outlooks. This in bend will act upon public presentation. Students believed that there were moral behavioral jobs in the lower sets. This was more of a job for male childs as their equal group more influenced them Bly, 1996 The set a student is placed in can sometimes be altered at parent ‘s petition, which demonstrates that educational attainment and relationship with parents are linked. J.W. Douglas ‘ work The Home and School reveals that parents have considerable influence over the academic public presentation of their kids in school. This pioneering research has been confirmed by plentifulness of other sociologists, in the 1970 ‘s Berthoud, 1976, Swift 1977, Mackinnon, 1978. Divorce, as other research, shows can badly restrict academic public presentation. In some households, females may be the primary staff of life victors. Consequently, traditional masculine functions are under menace. Working category male childs ‘ perceptual experience of this may act upon their motive and aspiration. They may experience that makings are a waste of clip because there are merely limited chances in the occupation market. They may non see any point hence in working difficult in school A disrupted place will necessarily interfere with a student ‘s ‘home survey ‘ . Home survey is of import to educational attainment and is something that seems to favor misss McRobbie, 1976 Girls are more likely to work harder and make more alteration as they feel they have something to take for. There is besides considerable grounds available that suggests that there is a connexion between prep and educational attainment rating. A recent survey provides grounds that misss spend more clip on prep than male childs, therefore accomplishing and gaining higher classs in test. Boys, chiefly from working category backgrounds, may be sing low ego regard and hapless motive which has holding an inauspicious consequence on their educational public presentation. Research by Harris et Al in 1993 into the attitudes of 16-year-olds from preponderantly working category backgrounds towards school assignment, prep and callings confirms that many male childs are accomplishing below their possible. It was found that misss tended to be more hard-working and better motivated than male childs, whilst male childs were more easy distracted in the schoolroom and less determined to get the better of academic troubles. Overall, misss were prepared to work systematically to run into coursework deadlines, whereas male childs had trouble on organizing their clip. There was a greater preparedness among misss to make school work at place and pass more clip on prep than male childs. When believing about the hereafter, the immature adult females recognised the demand to derive makings, for lives, which would affect paid employment every bit good as domestic duties. By and large, the males has non given much thought to their hereafters and seemed reasonably unconcerned about their hapless school public presentation. The writers relate their findings to the gender ‘regimes ‘ , which the immature people encounter in their places and communities. Some of the misss, exposed to the image of adult females as organizer, responsible for place and household and pay earning, displayed similar features themselves, i.e. being extremely organised with school work and prep. Harris et al argue that the dominant stereotype of the male in the on the job category community they examined was extremely butch. Typically, this was characterised by a neglect for authorization of organizational constructions and an enjoyment of the active company of other males. Some male childs were already carry throughing such a stereotype in their attack to school, demoing small respect for working steadily and disassociating themselves with formal demands. It is non the instance that males are now the disadvantaged sex in instruction, it is merely the instance that females are doing better usage of their new found equality and working the anti-school subculture adopted by their male opposite numbers. How to cite Gender Disadvantages In Education Education Essay, Essay examples

Consumer Behaviour of the Australian Customers

Question: Discuss about the Consumer Behaviour of the Australian Customers. Answer: Introduction In this study, Consumer Behaviour of the Australian customers has been discussed focusing on the consumers' behaviour for the greeting cards. In addition, Hallmark Cards of Australia has been chosen for conducting the study focusing on the consumers' behaviour. In this study, a clear literature review section has been given with providing facilitators and barriers for the consumer's behaviour. In order to conduct the study, clear target customers of the hallmark greeting cards have been selected and interviews have been conducted with laddering techniques. In the final section, recommendations and conclusion have been given identifying the issues of the consumer behaviour. Overview of Hallmark Cards Australia Hallmark Cards is an organisation that is privately owned by an American company of Kansas City. This company has its history for more than 100 years as it was founded in the year of 1910. In the United States, Hallmark is the largest manufacturer of greetings cards and this organisation was set up by Joyce Hall. In the year of 1985, Hallmark Cards was awarded the National Medal of Arts. In the case of Australia, this organisation had its licence in 1955. However, this organisation has been delivering the products through retail organisations as well. In the year 1979, this organisation has changed its name with Hallmark Cards Australia (Hallmark Helper, 2016). Product category of Hallmark Cards Moreover, this organisation is served in Australia, United States and New Zealand. In the recent time scenario, Hallmark Cards is delivering personalised e-cards for the customers. Hallmark Cards is famous for the greeting cards, however, they have been delivering gifts, books, ornaments, stationery, Itty-Bitty, sentimental frames etc. Hallmark Cards delivers Shoebox, this is a humour card that the company has introduced in the year 1989. Apart from this, they evolved the studio cards and with the advancement of time, they introduced two characters in the card, they are hoops and yoyo. They have been providing cards for birthday, valentines' cards, fathers' day card, love card etc. In recent time, they have been in the software printed cards and customised e-cards. They have made a partnership with Nova Development and with Microsoft Greetings for delivering customised cards for consumers (Hallmark Helper, 2016). Consumer segmentation Market Segmentation is a strategy of marketing for an organisation that they choose to market their products. In order to market their products, they create a segmentation of the customers. This process is to create a subset of customers who have common needs, priorities or interests. Then, the organisation designs the strategy of marketing and targets them. According to Schiffman et al. (2013), behavioural segmentation is characteristics of purchase occasion, purchase behaviour and perception of beliefs. On the other side, psychographic consumer segmentation is related to the lifestyles and personality. In customer profile basis, an organisation can make segmentation of customers with socio-economic, demographic and geographic (Brunori, Rossi Guidi, 2012). In case of the Hallmark Cards Australia, families that are associated with the kids can be their target customers, especially in seasonal times, like Father's day, Birthdays etc. The organisation sells greeting cards, for this teenage and young generation can be their target customer. Target Consumer The target market is parents of the kids and the young generations. Kids are the future generation of a country. Furthermore, parents of the children aged 4-12 of Australia are the major target market of Hallmark Cards Australia. Kids like to have greeting cards for celebrating New Year's, fathers day etc. parents buy these cards for them. In addition, new generation parents like to have e-cards as well. Geographic Region Australian regions Demographic Age 23+ Sex Male and Female Family size 3-6 Income 20,000+ Australian dollars Occupation Service, business, Education University degree, college degree Psychographic Personality Outgoing, doting father, mother Lifestyles Achievers, believers, socially active, thinkers Behavioural Purchase time Social occasion, birthday, holidays, weddings and much more Benefits Domestic shipping, home delivery, friendly atmosphere, reasonable price Usage rate Dependent on occasion Loyalty Strong-100% Table 1: Target Consumers (Source: Created by Author) Engaging the customers Offline and Online The organisation needs to engage the customers both on online and in offline. In the global scenario of the marketing, consumer behaviour depends on the visibility of the products and services (Funk, Alexandris McDonald, 2016). However, the organisations need to engage the customers in their business all time. Successful consumers association is related to know the use of both online and offline use of customer engagement modes (Jalas Juntunen, 2015). Organisations must know to complement these two effectively. In the case of offline purchase of a product, the customer can pay this with the use of online banking and online payment mode. In the case of an offline purchase, the customers can make up their minds beforehand with the use of the organisation's websites (Sohaib Kang, 2014). In most of the cases, the customers make their mind before visiting the retailers or outlets of the organisations using company's websites. This is the process of successful utilising the use of both offline and online methods. This is a process customer's engagement and utilising this method, an organisation can ensure the customer engagement (Kahle Chiagouris, 2014). Visibility of a product before the customers is important in recent time as the customers are now comparing various products in order to buy a simple product. In a recent study conducted by Australian survey organisation, it is revealed that 30% of the customers aged between 20 and 40 preferred online view of the products before they buy a product (Solomon, Russell-Bennett Previte, 2013). In the case of greeting cards, the customers like to see the range of greeting cards that the organisation have with them. In recent time, the organisation's like to manage the websites and apps for customised the cards for the customers. The organisations are using various kinds of software for making customised e-cards for the customers (Klazmer, 2012). The physical location of the organisation needs to mention clearly by the organisation's website. Online process assists an organisation to communicate the customers easily through social networking emails marketing (Jack Ronan, 1997). The communication and visibility both increase in this process and these motivates consumer purchase. Fostering the card-givers Giving gifts and cards is a tradition in all countries and this process is related to several factors. These can be economic cards giver and symbolic card givers. This is related to the make the other person feel better. The first thing that a card can do is to make the other people happy and this card giving procedure is related to the religious activities, spending money and gifts, helping cards, receiving cards and time and family (Virvalaite, Saladiene Bagdonaite, 2015). The genuine card givers are the people that enjoy giving the cards to people in order to make the people happy and rejoice. The genuine card givers think that it is a pleasure for them to send the cards to the love ones. They send the cards in several occasions like wedding time, seasonal time, birthday time etc. on the other side, some of the people are status hound as they do not send the cards for pleasure purposes. As stated by Sharma (2014), they send the cards for self-enhancement of their status. This process is a technique to show the money power or the status power of the people. In this case, cards are nothing to do with the recipient's good and value. This is typically for business purposes only. Greeting cards are the show of someone's love, concerns and happiness to others and the organisations have started to utilise the both type of card givers who send for the purpose of love and who send for professional purposes. Parents are the type of card givers who buy the gifts for the specific purpose of the children and the children like to make happy others. On the other side, youngsters like to buy cards for giving their near ones for traditional purposes or professional utilisation (Singelis, 1994). Organisations of the greeting cards manufacturers are trying to grab both types of cards givers for their business purposes. Fostering their card giving tendency through offline and online can enhance their market. Barriers Free software to make greeting cards Greeting cards are the ways of expressing one's feelings to the other in a traditional way. However, business cards are getting famous in recent time for making the cards in a purposeful way. Organisations that make the traditional greeting cards has been facing issues with online software that help to make e-cards for near and dear ones in wishing and celebrate their birthdays, weddings and many more occasions. In this scenario, the manufacturers have made their own online pages for providing customised cards for the customers. However, this policy incurred million for the organisation in order to partnership technological organisation to lend their software and technology. In this case, Hallmark Cards took the help of Microsoft software in designing latest cards for them. This licensing policies and collaborating techniques need to spend a huge amount for the manufacturer organisation. On the other side, Horner Swarbrooke (2016) opined that in recent time, customers can find easy access to the designing software on the internet. A single search on the internet can give free access to the customised cards. In order to access such software designed by the organisation, customers just need to log in their pages. Some of the time, a trial version of the costly card-designing software can be accessed. In this scenario, customers do not need to spend a single dollar on this process. This free access to the software and technology decreases the market of greeting cards in this age of digitalisation (Gossling et al. 2012). Greeting card manufacturer organisations fail to make a market of their printable e-cards, however, this has made loss of market and money for the organisation. Customers can use these free cards for sending e-mails for business purposes and for their near ones in social media. These kinds of cards are printable (East et al. 2013). Consumer motivation The consumer is the sole factor for an organisation to run and consumers make a purchase with their senses like sight, hearing, smell, touch and taste. Consumer buying behaviour defines the process of consumer purchases a goods or products for using for families or themselves (Seegebarth et al. 2015). Before a buying a product, a consumer is influenced by several factors, like economic needs, psychological variables, social influence and purchase situation (Hugstad, Taylor Bruce, 2013). The consumer must have the motivation to buy a product and they must have needs, wants and drives for this particular product. Consumers want these kinds of products that meet their seek benefits of their match. As stated by Cohen, Prayag, Moital (2014), the motivation of the customers is mainly driving force for buy a product. The motivation of a customer can be extrinsic and intrinsic as well. In greeting cards industry, the factors of motivation can be both. Motivation to buy a product comes from the reference group, culture and opinion leaders. In case of parents of a child and family members, they get their motivation from the husband, children, wife and that can be mutual factors as well (Boztepe, 2016). In greeting cards industry, family members buy cards for seasonal purposes and their motivation is related to the attitude, belief and feelings for others (Gssling et al. 2012). Manufacturers of the greeting cards relate the key issues of the buying behaviour of the customers are building trust, meeting expectations, ethical issues etc. The motivation that comes from within of the consumers for buying a product needs an approval of decision-making process of the customers that are associated with recognition, alternative evaluation and information search (Greco, 2013). Consumer Interviews This interview procedure has been conducted over four respondents. These interviews provided help in understanding the viewpoints of the encouragement and barriers of the customers in buying of the greeting cards. In this study, interviews have been conducted with parents of the kids who buy greeting cards from Hallmark Cards. Interview procedure was conducted with 2 mothers and 2 fathers of kids of Australia from different regions. In these interviews, consumer segment is parents of the kids in Australian and they would be asked about the greeting card ranges of Hallmark cards, Australia. Comparing table of respondents Respondent 1 Respondent 2 Respondent 3 Respondent 4 Father (Male 1) Father (Male 2) Mother (Female 1) Mother (Female 2) Age 30-35 25-30 25-30 30-35 Family size 6 4 5 4 Occupation Businessman Professor House maker Manager of multinational company Income $50,000 approx $40,000 approx - $20,000 approx Education Undergraduate Post-graduate Post graduate + diploma Undergraduate Table 2: Respondents of Interviews (Source: Created by author) General Perceptions of greeting cards In order to conduct the interviews of the respondents, general interviews have been conducted to the friends and families. During these general interviews, most of the individuals averred the potential value of the greeting cards on their lives. Greeting cards play an important role to convey one's desire. On the other side, each of the people likes to receive greeting cards as well. Respondents of the general interviews mentioned that in this technological faster world, the true essence of handmade greeting cards has been obsolete. People are now giving preference to the e-greeting cards and animated cards that are built through using of software. The days of hand writing cards have gone and instead of this, the days of software led printable cards have come to the place. Telling someone of the words of the heart, expressing emotion gets easy with the greeting cards. Emotion gets to mix with the technology in this era and this mixed up shapes to the new age of greeting cards. On the other side, business persons need the business cards that can tell for their business purposes. They design their cards on that purpose only. It can be deduced that the mixing of technology and tradition of the recent generation, the greeting card takes a new shape. The creating of double needs of business and emotion, the manufacturers have created demands of cards for them. Interview techniques In order to conduct the research, laddering interview technique has been selected for understanding people's buying of the products. The laddering technique is used to take for qualitative research method. According to Yu Lee, (2016), laddering questions of an interview is related to the product attributes, consequences of the products that can create personal meaning for the users of the products. In this case, the product is greeting cards and consumers are the parents of the kids in Australia. Which feature of the greeting cards do you like best of Hallmark Cards? Respondent 1 (Male 1): I do not buy greeting cards much; however, I like the e-cards that Hallmark provides for business purposes. This type of card conveys love for fashion and class. Respondent 2 (Male 2): I like the characters of Hoop and Yoyo in the cards of Hallmark. Respondent 3 (Female 1): I like those cards that featuring a woman with silhouette with accessories sensing a high style because it conveys a portrayal of feminism. Moreover, handmade cards of Hallmark attract me. Respondent 4 (Female 2): I like mainly the holiday cards of Hallmark and I usually buy this for no reason. Moreover, the printing quality of nature attracts me. What does the feature of the greeting cards do to your life? Respondent 1 (Male 1): I am a businessman and I use my greeting cards for business purposes largely. Not only that, I buy greeting cards for other reasons like birthday, wedding seasons as well. My children plead me to buy the cards in New Year time." Respondent 2 (Male 2): I am fond of greeting cards and I do buy cards frequently for no reason. Hoop and Yoyo cards amaze me with fantastic quotes print on them. I buy this each month and whenever a new edition comes on the market. I visit retail market and find for Hoop and Yoyo. I like their chemistry and sense of humour very well." Respondent 3 (Female 1): I always prefer handmade cards and this type of cards provide me pleasure as well. Whenever a marriage ceremony comes I present them with handmade cards of Hallmark. This is costly, but I like them." Respondent 4 (Female 2): The painting of nature on the cards sensitises me and I use these cards in my room. However, I do not feel that plunge of buying cards." What do the functional benefits of the greeting cards do to your life? First respondent (Male 1) mentioned that greeting cards do one of the best parts of his life as he does his business communication using cards. However, he does not buy the cards. His office secretary uses various types of free software for making business cards. Second respondent (Male 2) said that as he is professor, he needs to buy some cards for giving the colleague on farewell occasions. He mentioned that he likes to buy cards for himself also for his own purposes and his children. On the other side, the third respondent (Female 1) mentioned that he bought several time cards for her children and husband. She does send gifts for the relatives with cards. Fourth respondent (Female 2) told that making other people happy makes her happy mostly. In order to the happy person, she sends cards to her friends and makes new bonding of friendship. Her children do send cards to their friends and this enhances friendship, however, it incurs money. Do you find any emotional benefits from greeting cards of Hallmark Cards? On asking this question, First respondent (Male 1) mentioned that doing his business is one of the most important things. Moreover, cards do the same things for him and it provides emotional satisfaction for him by making communication. Second respondent (Male 2) believed that making his colleague happy makes him happy as well and his hobby of collecting cards of Hoop and Yoyo makes him fulfil. At the same time, buying cards for children give him the motivation to buy a card for birthday and family occasions. Third respondent (Female 1) told that she searched for e-cards online and bought them through this. This process of buying makes her happy as she needs not to go outside. Lastly, the respondent (Female 2) mentioned that she becomes happy to give cards to others on weddings or some other occasions. However, she commented that she saw delivery late of the cards and sometimes she failed to find the match of the same products what she has seen earlier on websites to the physical out lets. Analysis of findings Modern card designing of the organisation attracts most of the customers and consumers like to have the cards for family and business purposes too. Conveying the feelings of one can be done through cards and it can increase the level of bonding between two individuals. On the other side, consumers believe that cards must be low-priced for it is available some of the websites for free of cost. The cards of Hallmark provide emotional benefits to the customers and they sometimes do not have the urge to buy the card when no specific needs occur. The merging of online and offline helps for the organisation to lure the customers. The range of the Hallmark is exclusive; however, the matching of the products what they show online must be available on offline as well. Illustration of Hierarchy map for Respondent 1 (Male 1) Illustration of Hierarchy map for Respondent 2 (Male 2) Illustration of Hierarchy map for Respondent 3 (Female 1) Illustration of Hierarchy map For Respondent 4 (Female 2) Recommendations Matching of online products to the outlets Justification: Most of the Australian customers first searched the desired products online or websites of the company and they either buy the products from online or visit the outlets or retails for purchasing. If they do not find the same cards, they would be disappointed. The quality of the cards what is shown on the website must be matched. Hallmark can use the particular code for each product for recognising it separately. Action Plan Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Identification of the cards Development of plan Determination of action with giving codes to products Implementing some staffs for doing this Evaluation Implementation on online and offline Table 3: Action plan Price must be decreased and equal for online and offline various range of cards Justification The customers can find the e-cards and customised cards for free of cost on the internet and they are not having the urge for buying it from paying the money for themselves and their children. It is needed to decrease the price of the cards and delivery charges of the cards need to be free to allure the customers. The price of the same products must be equal on offline and online of Hallmark Cards. Action Plan Activity 1st week 2nd and 3rd weeks 4th and 5th weeks 6th weeks Market research to understand the price of cards for other manufacturers Making plans Hiring experts Decrease the price Observing changes in product quality and making the same price for online and offline products Table 4: Action Plan Conclusion In this study, it is focused on the mainly second project task of the assignment, future generations that are kids of Australia. Although, the focus has been on the parents as they are the target customers of the Hallmark cards. Overall the various ranges of cards have appeal on the Australian customers, especially occasions with friends and family are the best time for selling of the cards. Various facets of the consumers behaviour related to greeting cards have been identified that cause the consumer's buying decisions. Reference List Boztepe, A. (2016). 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