Inclusion of Students with Disabilities into Regular Education Classrooms Free Essays

The American Community Survey (ACS), which is conducted by the Census Bureau, estimated that about 6. 3% of the children between the age of 5 and 15 years had some form of disability in 2007. 1 The Individuals with Disabilities Education Act (IDEA), which was legislated in 1975, requires all public schools in the U. We will write a custom essay sample on Inclusion of Students with Disabilities into Regular Education Classrooms or any similar topic only for you Order Now S. to provide ‘all eligible children with disabilities a free public education in the least restrictive environment appropriate for their needs. ‘ According to the National Center for Educational Statistics, about 6. 7 million children  and youth, between the ages of 3 and 21, received services under IDEA in 2006 – 2007. 2 The issue of inclusion and mainstreaming of children with disabilities has always been controversial. While it is wrong to differentiate and isolate children based on their abilities, most regular schools are ill equipped to take care of children with certain disabilities and that can be disadvantageous to the disabled child as well as the regular children in the class. So, although every eligible child should have a right to go to any educational institution that he  or she wants to, it is important to make individualized decisions about inclusion. Teachers, doctors, therapists, parents and students should work together and decide what is best for all the children in the classroom. The National Dissemination Center for children with disabilities has defined inclusion as the philosophy, process, and practice of educating students with disabilities in general education classrooms in neighborhood schools with the supports and accommodations needed by those students. However, different researchers and educators have different opinions about what ‘inclusion’ can actually mean. Some researchers like Lewis and Doorlang consider a child with disabilities ‘included’ if he spends any part of the school day with general class peers in â€Å"common instructional or social activities with additional instruction and support from a special educator† while Friend Bursuck believed that inclusion generally occurs when a student with disabilities can meet â€Å"traditional academic expectations with minimal assistance.† Until the late 1960s, there was no help for children with disabilities at public schools. In fact, most schools had the right to refuse admission if the child was severely disabled while children with mild problems had struggle by themselves to cope with the school curriculum. All of that changed in 1969, with the passage of the Children with Specific Learning Disabilities Act, when it became mandatory for public schools to provide support services for students with learning disabilities. The Congress enacted the Education for All Handicapped Children Act in 1975 which intended to support states and localities in meeting the individual needs of children and youths with disabilities. This law was later renamed as the Individuals with Disabilities Education Act or IDEA. 2 As more and more kids started receiving special education, it was observed that such children were not taught the general curriculum at the schools. This led to the reauthorization of IDEA in 1997 and access to the general curriculum  was added to the statute. Ever since its formation, IDEA and the concept of inclusion were contentious. The supporters of the act believed that since disabled children have to live in the same society as the general population when they grow up, it is better to start early. This will help the general children also to develop into more understanding and compassionate individuals. The opponents of inclusion, on the other hand, believe that if the handicapped children are sent to  regular classrooms, they would be denied the ‘small-group, multi-sensory, carefully sequenced instruction, integrated with their various physical therapies, now provided by skilled certified teachers’ while the non-handicapped children may miss their regular lessons. Some critics of inclusion believe that mainstreaming is a better option. Mainstreaming refers to selective placement of special education students in one or more â€Å"regular† education classes. The students are introduced to few regular classes based on each student’s individual potential  and they follow a Individualized Education Plan (IEP) under the guidance of a specialist. The students are thus, exposed to the outside world but at a slower pace. The purpose of mainstreaming is specialized academic learning while the purpose of inclusion is to prepare for an independent life as an adult. Inclusion is less restrictive and allows a child with disabilities to be a part of a regular classroom and follow the regular curriculum with assistance of a specialist. Full inclusion, on the other hand, refers to elimination of special education  altogether and instructing all students in the same classroom with same curriculum. The proponents of full inclusion believe that all children are equally worth and hence, should be treated equally. Several models have been proposed to implement inclusion in classrooms across the United States. Some of these models include the Consultant model, the Teaming model and the Collaborative or Co-teaching model. In the Consultant model a special education teacher is made available to the students and will help to reteach a difficult concept or skill This non- intrusive approach is effective in case of low incidence of special needs students and overall low student population. In the Teaming model special education teacher is assigned to a team and the teacher provides student several strategies to deal with assignments and tests. The team meets on a regular basis, establishing consistent communication among the team members. All team members work together and broaden their knowledge in various areas, whether they are from general education or special education. On the other hand, the Collaborative model involves general education and special education teachers working together to teach students with or without disabilities in a shared classroom. Students receive age-appropriate academics, support services, and possible modified instruction. Collaborative teaching can be organized in a number of ways like one teacher and one support, parallel teaching design, team teaching, alternative teaching design etc. The kind of model that a classroom might adopt depends on a variety of factors like the  requirements of the students and the number of resources that the teachers have at their disposal. Whichever model it adopts, an inclusive classroom is student-centered and students have a major role to play in deciding the academic and social activities of the day. There is a lot of social interaction with each student doing their own individualized curriculum under the guidance of a special education teacher. The classroom may have different centers that focus on different skills like language, math etc. Children are allowed to use many different kind of learning tools like books, computers, taped stories and music. One of the major advantages of a inclusion classroom for regular students is that it helps them develop compassion and sensitivity at a young age. Children get an opportunity to experience diversity in a small classroom setting and it also boosts their self-confidence as they develop an ability to make a difference and to help others. All students have the benefit of having two teachers in the class. Also, inclusion classrooms focus on peer learning and that can have immense impact on most children. Inclusion classrooms can also be beneficial to the teachers as it gives them an opportunity to be a part of a multi-disciplinary team that faces new challenges everyday. The teachers also learn to appreciate the fact that each child has his own strengths and weaknesses and get an opportunity to understand the benefits of direct individualized instruction. Children with special needs can benefit immensely by going to regular schools. It gives them a sense of belongingness in the community. It enhances their self-respect and enables them to develop friendships with same-age peers. A regular school exposes the child to a more stimulating environment and may make it easier for them adjust to the outside world. Thus, the supporters of inclusion believe that all students will benefit from being in an inclusion classrooms in the long run. In spite of all these advantages, inclusion classrooms are controversial and that is because  these classrooms can often be disruptive and under productive. In practice, children pursuing individualized curricula with aides, under the supervision of the teacher who is attempting to teach the whole class may lead to commotion and confusion. The critics also believe that there is no scientific basis for the belief that handicapped children benefit by being placed with non-handicapped children. In fact, some research shows that handicapped children feel more isolated in the regular class, as it imposes greater psychological pressure on them and  they become more aware of what their peers can do and what they cannot. Some research has shown that in Texas, Missouri and Minnesota, special-education students are suspended at roughly twice the rate of regular students, state reports indicate. Also, for children with disabilities in a regular environment, socialization becomes more important than academics and hence, can be detrimental to student’s education. Some school districts have reported higher teacher turnover and classroom commotion due to mainstreaming. Many teachers are often uncomfortable with an unorganized classroom. Most teachers lack special training and support to deal with inclusion and can lead to frustration. Inclusion can also be viewed unfavorably by regular students. They may find it disruptive to their own education. Also, if not implemented properly, it can lead to resentment among regular students towards their disabled peers and can lead to unpleasant atmosphere in the classrooms. Even the proponents of inclusion have to agree that it is not for everyone. â€Å"Inclusion without resources, without support, without teacher preparation time, without commitment, without a vision statement, without restructuring, without staff development, won’t work. † says Mara Sapon-Shevin, professor of inclusive education at Syracuse University. So, before starting any new inclusion program, it is important to analyze the situation and check for all the available resources. Every body involved in the education system including students, teachers, special  education teachers and parents should be involved in the decision. It is also important to make a smooth transition in a gradual step by step manner that is not overwhelming to the handicapped children as well as their non-handicapped peers. Also, good communication between the teachers, students and the parents is key to the success of inclusion education and thus, schools should have clear strategies and plans before introducing inclusive classrooms to their system. Inclusion is a disputable issue and proponents on both sides of the theory are equally passionate about their cause. It a great concept of education that is based upon the principle of compassion and equality for all. If implemented properly, the inclusion classrooms can be great models for an ideal society. However, it is a difficult concept to implement. Most teachers lack the appropriate training and resources to manage an inclusion classroom and that can be overwhelming to all the individuals involved. How to cite Inclusion of Students with Disabilities into Regular Education Classrooms, Essays

Final Paper free essay sample

Principles of Career and Life Planning 5782 University at Albany 5/09/13 The road to success has always been paved with many obstacles. When I first decided on what I would plan on being in the future, I was a little girl (about four years old). Many people in my family were a part of the medical field, mainly nurses. As I continued to get older, I received more practice and more knowledge about the medical field and I would go back and forth on whether I would become a nurse or a doctor, and I still face that conflict today. However, I am positive that I will stick to the medical field. I have discovered other career paths, and I can never see myself loving them as much as I love the medical field. The way medicine works amazed me and I always found it interesting to help people. When I started learning more about the medical field, I learned how difficult it would be to get where I needed to go. For me, music is life. I am very much interested in music. Although I cannot play any musical instruments, I love listening to music. Most of the times when I am free and tired, I listen to music. Listening to soulful music helps to control ones anger.Whenever I am in a bad mood or I feel tensed, music helps me manage my anger in such a way that I forget all my tensions and worries. Music therapy is the best way to control anger. Focusing on music in such a way by relating it to ones personal lifes can help in raising awareness through emotions. When people are much stressed, they try to avoid it by listening to music. Most of the people listen to slow, soft, calm and classical music when they are in stress. Listening to music before going to bed at night makes people feel relaxed and helps them to sleep well. There are some benefits of music like eloping disabled children to improve their quality of life, reduce pain, control depression and increase self esteem, improves concentration, and improves health; most importantly music is the medicine of the heart (Top benefit of listening music, 2010). There was a survey conducted to determine the effect of music on depression levels in older adults. The study was conducted from July 2009-June 2010 at participants home in Singapore. In total, 50 older adults (24 using music and 26 control) completed the study after being recruited.Participants listened to their choice of music for 30 minutes per week for eight weeks. Depression scores were collected once a week for eight weeks. As a result of this depression levels reduced weekly In the music group compared with non-music group (Chant, Wong, Nelson Ayatollah, 2012). Types of Music can be of different types In different parts of the world. Music and sound can make human voice or instrument which can cause emotional experience. Music genres of music, which is still listening. Some common types of music are pop music, classical music, rock music, rap music, and so forth.People listen to the types of music that suits their personalities. For example; the people of the U. S mainly sites to rock and heavy metal music. On the other hand the people in Asia have their own preferences. Importance of Music Everyone loves music. Music is everywhere and it is spread all over the world. Music has power and importance. There are some reasons why music is important. Music is a universal language. It brings people together and creates universal community. It inspires common human beings. Music enhances learning and makes it more enjoyable.Playing music uses many brain functions like hearing, imagination, sight, memory, etc. Music is spiritual. All religions use music to express spiritual values and uplift the spirit. Music is simply a pleasure. Listening to music gives listeners a pleasure and enhances their mood (Maxwell, 2007). Impact of Music Music has a huge impact on society, youth and people, and life. Mainly it has an impact on youth or youngsters. Many children are actively engaged in music learning. The fact is 76% of children ages 8-18 own an amp player (Manfred, 2011).They listen to different types of music of different artists and bands and try to be like them. They try to copy their personality, mostly the hairstyles. The teens usually make friends with others who have same taste in music. In a university cafeteria, students were given a list of 14 things they could buy, with different music played to accompany their buying process. When tacky easy listening music played, they spent an average of EYE. 51. With lively pop music, that increased to EYE. 61, and with up market classical it was El 7. 23 (Breaking the sound, 2010).This shows that music have impact on the wealth and affluence and can force people to spend more. Music also has a huge impact on the society. One persons music is another persons noise. Some would say any background music is a waste of money. Loud, fast music will certainly annoy or alienate many who hear it (Frazier, 1998). Music has to be played in the right place and at the right time. When music is played at a busy place or when a work is going on, the people get disturbed and annoyed. Due to this they can not concentrate on their work. Music brings communication among different people in the society. Different people live in a society, and they have different tastes and preferences regarding music. People who like rock songs make a group in a society who likes rock songs. Note: Retrieved from http://www. Smarting. Org Some people Just can not live without hearing some kind of music. According to survey done on music from the figure above, about 84% of the people responded that they always listen to music and 16% agreed that sometimes enjoy it too. This shows that most of the people are music-born lovers.There is significant impact of music on our lives. Some diseases can be treated by listening to music. It is common to earphones. Thus, music has a huge impact on the life of every individual whether positive or negative. Dance also has been a part of music. The melody of music influences people in dancing. We can take an example of one of the greatest pop anger of all times, Michael Jackson. The dance moves that he did for his music has influenced millions of people throughout the world. Most of the peoples role model is Jackson due to his famous moon walk dance.His dance move is so famous that small children can imitate his dance move. This is all because of the peoples interest in music. So, music helps us live our life in a peaceful way. Conclusion Thus, listening to music helps achieve goals in a way that it helps individuals to cope with a certain amount of difficulties they face in their life. I mostly listen to the songs of the Beetles. Those songs are very influential. Whenever I am too stressed and in a bad mood, the songs of the Beetles help me avoid stress and I become calm and cool. Apart from Beetles, I mostly listen to Plywood songs from the past decades.Those songs are very soulful, and I feel like the environment is very peaceful and makes me feel very relaxed. So, music keeps the body and mind of every individual fresh and people can concentrate on their works very easily. The person who stops listening to music is a person who stops to live his life. Music plays a vital role in the life of an individual. It reflects in every works he/she does. It is not wrong to say that music is interconnected with the body of an individual. It is not possible to imagine a life without music. Life would be boring without music.

Why Kids Join Gangs Essays - Crime, Criminology, Gang, Urban Decay

Why Kids Join Gangs A teenage boy puts on his best clothes, shines up his car, and heads for the mall. He finds a couple of young girls and tells them about a cool party. Since there are two of them and only one of him, they feel safe. Not until they are at the party, the security doors locked behind them, do they realize: that they are the only girls there; that the guys are gang members; that they, the girls, are the party; and that there is no way out. Why would any teenage boy choose to have this life of crime? Although the behavior gangs partake in during initiations and even just every day activity sound unbelievable, the fact is that the number of gangs and gang members is growing by the minute. Gangs now operate in all fifty states and in suburban areas as well as the inner city. Some common reasons as to why teenagers choose to join gangs rather than school-related activities are because it fulfills their need to belong, fulfills their need for security, and gives them a way to express their an ger. The most common reason teenagers choose to become part of a gang is to fulfill their desire to belong to something and feel important. If a child doesn't have a sense of belonging in their family, they will try to find it elsewhere. A gang provides that sense of belonging that they may not feel at home or in their community. The child may be from a ?good? family who thinks they belong, but if the child doesn't believe it than it doesn't matter. For example, excessive sibling rivalry can cause a child to feel as though they don't belong. If they don't feel important or as part of a family, they will be drawn toward a gang, which gives the cohesiveness of a family. Also, some teens who choose to join school-related activities when they feel the need to belong sometimes get rejected by these groups. They may try out for a sport or dance corps and not get on the team. This rejection might drive the teen even more to join a gang. This denial lowers the child's sensitive self-esteem, which is a major factor in their life. For example, Maslow's Hierarchy of Needs explains that in order for a child to reach their full potential, they first need self-esteem, which they get from having a sense of belongingness. All teenagers have a longing to feel significant and important. However, if they are not feeling this they may be driven to join a group that will accept them, no matter how disastrous the group may be. Another reason why teens decide to join gangs is because of their need for security. This particular need is stronger in females than males, however it is a basic need of both sexes. Security is also one of Maslow's basic needs, just above physical needs which are the basis to the hierarchy. According to Maslow, without security a child will not feel any love and belongingness; which is the first reason as to why kids join gangs. If a child doesn't feel safe and secure, a gang may provide this for them. They feel a greater sense of safety and security by being a part of a group, as opposed to being alone. Rather than becoming isolates having no security whatsoever, teens would be more likely to join a gang where they feel safe and protected by being a part of something greater than themselves. Finally, a gang provides an avenue for teenagers to direct their anger. Anger is one emotion that is generally common in teenagers. Because one common characteristic of gangs is fighting, being a part of a gang provides direction for their anger and actually rewards them for expressing it. For example, initiations for gangs usually involve violent acts. Activities typically include rape, fighting, and/or removal of a victim's body part. After the prospective member performs the violent action they were told to do, they get rewarded for it by becoming an official member of the gang. These violent acts allow a teen to express their pent up anger in ways not normally allowed.

Honor Thyself Essays - Gender, Ttir, Thorstein Staff-Struck

Honor Thyself Essays - Gender, Ttir, Thorstein Staff-Struck Honor Thyself Honor is something that is earned, but it must also be defended in order to be upheld in the eyes of all. In ?Thorstein The Staff-Struck? one?s respect is based on their honor alone. Honor is the essence of a life worth living. In this story, a life without honor means that the life is worthless. Death is better than having no honor. Men will easily give their lives without second thought to earn, and protect it. Honor?s role in ?Thorstein the Staff-Struck? takes on several roles, but all of them are to achieve one common goal. The various roles take on the common goal of achieving honor itself. Thorstein?s nick-name ?the Staff-Struck? is a strain on his honor because his masculinity is being questioned after his first bout with Thord. Thorstein?s first reaction to the blow to his head by Thord?s staff is not thought of as being honorable. He didn?t respond in a way that would defend his honor. He needed to stand up for himself to accomplish that trying task.. His response to Thord?s blow was thought of as a cowards response. That meant his honor had been shamed by his own action, or lack of the correct actions. After that, Thorstein?s integrity was belittled in the eyes of others. One?s honor Page 2 lies not only in the eyes of one?s self, but also in the words, and eyes of all present, and around. Thorstein had to avenge his honor in the eyes of the spectators for himself. Thorstein?s father prompted his vengeance though. Thorstein could not simply sit back, and be humiliated by his own father. That was just too much for him to deal with, nor did he want to try. He knew he must honor his father by bringing, and restoring honor to himself. His response, although late, was honorable. Timing is a crucial part of vengeance in this story though. Bijarni, the ruler of Hof, had a different role in society, but his honor was still of great importance. Bijarni?s honor was questioned by his servants, his wife, and others because they felt his reverence had been stained by Thorstein. His lack of action against Thorstein made him weak in the eyes of others. He had been challenged, but he had not yet accepted the challenge. When honor is seen as challenged there must be action taken or soundness will be questioned. Thorhall and Thorvald questioned Bijarni?s honor in gossip, and in rumor. Bijarni then instructed the two to leave, and return with Thorstein?s head, as he can not stand by while his servants continue to question his credibility and valance to stand up for his departed entourage. That would be dishonorable to himself. When honor is questioned it shows doubt, and damages its credibility, therefore it is not respected by others. When honor is not respected, one?s image can be severely damaged, or tarnished. When ?Bijarni the killer?s? own wife insults his honor he must continue the ongoing struggle in protecting his trustworthiness, and defend himself once again by proving himself to her to. This honor system is an ongoing saga of life itself in the time of ?Thorstein The Staff-Struck?. He must first put her in her place for such reasons as her behavior and actions resembling ?in his eyes?, that of a typical women. His role as master must be Page 3 made clear to her, as well as his honor made clear to Thorstein before he can even begin to rest assured that his position as ?Bijarni he killer? stands true and strong . Bijarni thinks and acts in a manner that reflects upon the relationship between a man?s masculinity and his honor. In the era in which the tale originates, masculinity and honor are somewhat integrated. This relationship between the two also proves itself true in Thorstein?s dealings with Bijarni?s men, and eventually Bijarni himself. A great deal of a man?s ability to uphold, and gain honor relies on the amount of masculinity that he is capable of displaying, and using in his own favor. The timing of this display is also crucial because when it?s not being displayed it can easily be questioned as to whether or not it even exists. The display is crucial because it must be made clear to the eyes in a society were action takes all precedence over everything else. This is a time of actions. Actions tend to speak louder than words in this type of an

Discuss the effectiveness of legislation regulating child employment Essay - 1

Discuss the effectiveness of legislation regulating child employment in Britain - Essay Example There is a problem area that will be touched upon, which is whether the legislation efficiently deals with children who are left to care for a family member. The first factor of legislation that UK has instituted is to promote education; therefore creating a skilled workforce and ensure sufficient rest; therefore children CANNOT work before 7am and after 7pm.3 The main piece of legislation that deals with child employment is the Children & Young Persons Act 1933. Also children that are under 13 cannot be employed at all, even in a family business. Children from the age of 13 to completing their GCSE’s can only work part-time, because education is paramount. If an employee is 13 or 14 they can only work in 9 specific types of employment; whilst at 14 or 15 they can work in any form of employment.4 Finally, the legislation also ensures that the work conditions and type are risk assessed for the child employee according to the Management of Health & Safety at Work Regulations 1999. This illustrates that in traditional forms of employment the child is sufficiently protected, including being employed in the family business.5 The problem with legislation that regulates children’s employment is that it does not effectively address the problem of child carers6; rather it effectively deals with traditional forms of employment.7 There needs to be effective reform to protect the child who behind closed doors is effectively employed as the child carer. One could say that the current legislation does protect the child, because they cannot be in the employment of parents; however how can caring for a little brother or sister or even a parent be classed as employment?8 It is easy to identify if the person who is being cared for is receiving carer’s allowance and there was no identifiable adult carer that they are paying; therefore

Franchising Thesis Example | Topics and Well Written Essays - 10000 words

Franchising - Thesis Example Researchers have pointed out that the impact of the fast-food restaurant on the society is much greater and therefore the evolving competitive environment is determined by the degree of operational freedom that these franchisees have in adding side dishes to the main menu and so on. This trend has been particularly marked during the last decade from 1999 to 2009. Modern fast food restaurants that consider making entry into a franchising business would have to adopt a strategy that would enable it to achieve intended results. There are a number of such options available to fast food restaurants such as those direct entry methods, e.g. export buying agency or a trading company and indirect entry methods, e.g. intermediate entry modes such as licensing and franchising (Alon, 2005). It's also desirable to go for a hierarchical arrangement like a merger, an acquisition or a wholly owned subsidiary. Franchising can be defined as "A form of business organization in which a firm which already has a successful product or service (the franchisor) enters into a continuing contractual relationship with other businesses (franchisees) operating under the franchisor's trade name and usually with the franchisor's guidance, in exchange for a fee" (www.investorwords.com). It is a business model for anyone who wants to start up a business that they don't have an established business idea. Thus franchising has been in existence in over 70 countries worldwide with the sales of US$ 1 trillion. In fact franchisee could be able to run a business under the particular brand name with the cooperation of a franchisor.When it comes to Subway fast food franchise in USA and it can be considered as one of the constantly growing franchises in the global arena with 32, 131 in 90 countries. Moreover, it is the largest single-brand fast food restaurant chain and holds the second place from largest operators like Yum Brands. Subway mainly operates its business in the US and five other major regions including Europe, Middle East, Asia, Latin America and UK. According to the Subway provides its franchise opportunity to worldwide businesses by fulfilling few steps - research the Subway franchise; submit application; find a best place to locate from the restaurant maps; getting worldwide contact information from regional managers; and getting a capital investment information and find a way to get a loan.The Subway Fast Food Company is considering entry into the other regions could conveniently adopt one of the latter strategies. In fact existing Subway restaurants that already have a line of fast food items basically operating in the up-market segments could be a good proposition though it has less strategic advantages when compared to operating a wholly owned fast food restaurant. As much as a franchising arrangement with foreign companies might not be feasible, franchising could reduce t he degree of operational freedom of the franchised company. Therefore compared to wholly owned fast food restaurants franchised restaurants could be regarded as the best alternative in the competitive business environment. Wholly owned restaurants would enable the management to carry on with some freedom by way of both its competition policy and operational strategy. There is a

Impact of Culture on Consumer Behaviour

Impact of Culture on Consumer Behaviour China is the fastest growing and most dynamic economy and is becoming one of the most important markets in the world. With a total population of 1.3 billion and a Gross Domestic Product (GDP) of US$10.2 trillion, China accounts for 12% of the worlds GDP. Luna Gupta (2001) noted that the key factors contributing to the significant economic growth in China encompass: Integration into the global economies and export growth; Being the world manufacturing hub; Expansion of Chinas domestic market and inland China growth; and Commitment to the World Trade Organization (WTO). To excel in China, the understanding of Chinese culture is important. Culture is human activities and environment where sets of values and norms followed by a group of people with inherited ethical habits that are symbolic, meaningful and identifiable whether abstract and material (Blackwell et al., 2007). It is to be noted that every form of the culture elements (materials, social institutions, beliefs and value systems, aesthetics and languages) cannot be viewed singly as they are intricately intertwined as each has its synergistic effect with the other. The national culture of any country is shaped by its core values and is the source of considerable amount of mental programming (Hofstede, 1991; Banerjee, 2008). Therefore, it is imperative for marketers to better understand Chinese consumers behaviour (Cui Liu, 2000; Zhou et al., 2009). The impact of national culture is derived and measured from Hofstedes Dimension of Culture Individualism versus Collectivism; Power Distance; Masculinity versus Femininity; Uncertainty Avoidance and Long-term Orientation versus Short-term Orientation. National culture has considerable influence on consumer behaviour (Jaishankar, 1998; Banerjee, 2008) and is outer stimuli, influencing the diffusion of product across countries (Kumar et al., 1998; Banerjee, 2008). China being a large and complex society with 56 ethnic groups each with its own culture and values, there are different mindsets and values in different regions in China (Ralston et al., 1996; Zhou et al., 2009). It has thus been observed that China is a heterogeneous consumer market and not a homogeneous market (Dou et al., 2006; Zhou et al., 2009). Coastal regions of China have long been the gateway to the West through the import and export activities whilst the vast inland has traditionally relied on agriculture with all related industries depended on the natural resources (Veek et al., 2007; Zhou et al., 2009). Therefore, there are two important cultural differences between the two regions the residents from the coastal regions are more open, individualistic and innovative whereas the inland regions are more conservative and collectivistic (Cui Liu, 2000; Zheng, 2006; Zhou et al., 2009). The different regional subcultures are definitely reflected in the different patterns of consumers shopping behaviours. Therefore, it is pertinent to understand the influence of culture of the regions to avoid confounding the cultural dimension. Luna Gupta (2001) noted that culture affects consumer behaviour which reinforces the manifestation of culture. An individuals consumption behaviour is a result of the individual culture value system developed over time as they socialise in a particular group which is in turn influenced by regional sub-cultures and familial values. The first stage of understanding buyer behaviour is to focus on the factors that determine the buyer characteristics in the black box. These can be summarised as follows: The 7Ps of marketing Product, Price, Promotion, Place, Process, People and Physical Evidence shall be conceptualised and operationalised in a culturally-sensitive environment. Such analysis on consumer behaviour provides to marketers the basic and underlying motives for consumption that helps in understanding the fundamental needs, wants and different forms of the consumers decision making variables. This paper aims to review the impact of culture on the consumer behaviour in China focusing on three of the culture elements which are values, languages and aesthetics and how culture elements shape the purchasing patterns of the Chinese. 2.0 The impact of values on consumer behaviour 2.1 Definition of values Values can be defined as moral or professional standards of behaviour. Literally, it means a set of emotional rules people follow to help make the right decisions in life. It instils a sense of integrity, honesty and diligence in people. As reported by Rokeach, (1968, 1973); Tai, (2008), value is defined as an enduring belief that a specific mode of conduct personally or socially preferable. 2.2 Overview of Chinese values Values, attitudes, lifestyles and consumption patterns for the people of China have been deeply influenced by their long historical and cultural traditions. It is therefore important to have a comprehensive understanding of the significant aspects of Chinese cultural norms that have been shaped and formed mainly from interpersonal relationships and social orientations of the Chinese people. Religion has been diffused throughout the society and the term religionà ¥Ã‚ ®- à ¦Ã¢â‚¬ ¢Ã¢â€ž ¢ (zÃ…Â ng-jià  o) did not even exist in the Chinese lexicon until the 19th century. It is highlighted that the above behavioural pattern has its origin from the works of Confucius, whose doctrines constitute the basic pillars of the Chinese life and ways of living (Bhasin, 2007; Qian, Abdur Razzaque Keng, 2007). Bhasin, (2007) also recognised that Confucianism had the most profound and lasting effect on Chinese society, where it promoted harmony through moral tenets at all levels of human rela tionships, especially the family and nation. 2.3 Values are regional Industrialisation which began on the coastal areas of China was unevenly spread and hence most of the inland regions were isolated from industrialisation. People in coastal regions with higher industrialisation levels have more interaction with imported products compare to the inland people and thus, adopt more western values. While Chinas coastal and inland regions share the same overall Chinese culture, they may also have their own distinctive values and norms (Huo Randall, 1991; Zhang, Grigoriou Li, 2008). As a result of that, coastal consumers are more individualistic compare to their inland counterparts which are more collectivistic. 2.4 Core Chinese values Understanding basic cultural competence is important when doing business in China. The Chinese core values which affect the consumers behaviour are conversed below. Family and group orientation Chinese society is made up of network of families with cultural values derived exclusively from the same. It strengthens the thought that the Chinese in general are collectivist. It is the family and kinship relations that pass on the heritage to the children and not the educational institutions (Qian, Abdur Razzaque Keng, 2007). Guanxi (à ¥Ã¢â‚¬ ¦Ã‚ ³ à §Ã‚ ³Ã‚ » guÄ n xà ¬) Literally consists of two Chinese characters; guan refers to a gate or a hurdle, while xi means a tie. Taken together, guanxi means pass a gate or a hurdle and get connected (Ambler, 1994; Zhuang, Xi Tsang, 2010). It is an interactive behaviour or tie between two or more individuals that established the closeness of one relationship. The larger ones guanxi network is, the more powerful the person becomes (Qian, Abdur Razzaque Keng, 2007). Renqing (à ¤Ã‚ ºÃ‚ º à ¦Ã†â€™Ã¢â‚¬ ¦ rà ©n qà ­ng) Renqing is a social relationship concept according to an implicit set of rules. It can be interpreted as kind of resources, assistance or favour that one gives others and one should return the assistance given once the opportunity arises. Lee Dawes, (2005); Zhuang, Xi Tsang, (2010) explained that Renqing requires that, in a group, all members should help those in need and that all assistance or favours should be repaid. Those who do not repay assistance are considered untrustworthy. Renqing also can be termed as reciprocity. Mianzi (à ©Ã‚ Ã‚ ¢ à ¥Ã‚ ­Ã‚  mià  n zÇ ) Mianzi can be directly translated as face. (Zhuang, Xi Tsang, 2010) indicated that one is given face when he or she is made to feel respected or important. The fact that saving face is so significant to the Chinese, a person is more concerned with other peoples perception of him or herself and with maintenance of his or her own status (Lee Green, 1991; Qian, Abdur Razzaque Keng, 2007). The strong notion of face saving to a certain extent discourages consumer from voicing their products dissatisfaction, where one loses face in front of others if no positive outcome from the complaint is obtained. Yuan (à §Ã‚ ¼Ã‹Å" yuà ¡n) Yuan can be interpreted as karma or destiny. Chinese believe that there are predetermined things that are beyond ones control. Generally they have low expectations towards the purchased products and tend to attribute failure of the product to fate rather than to the manufacturer. Thrift Thrift has been identified as one of the core Chinese values. Faure Fang (2008) recognised that thrift has a functional impact on social life. Traditionally, Chinese people would bargain over the price when buying goods (Faure Fang, 2008). Chinese in big cities like Beijing and Shanghai put half of their annual per capita earnings into savings (Orr, 2004; Wang Lin, 2009). Traditional creeds Traditional creeds take place in Chinese society due to absence of faith and deep spirituality. The Chinese are characterised as extremely superstitious but not religious (Fang, 1999; Faure Fang, 2008). Chinese tend to believe in all sorts of supernatural powers that can intervene in their daily life (Faure, 2000; Pye, 1986; Faure Fang, 2008). Astrology and geomancy (feng shui) are believed to have direct effect on life, from the date of birth to marriage or buying a new office to the choosing of the opening date. Long-term orientation Traditionally, time is not a main concern for the Chinese. Faure Fang (2008) cited that time is perceived as an unlimited resource such as the air that people breathe. Companies and people could have a long term and continuous perspective about life and time. The long-term orientation relevant to the study of consumer behaviour is exemplified with the habit of saving for the future by the Chinese and hence they may spend less on unnecessary items. The case of Procter Gambles Crest toothpaste which entered the Chinese market in 1997 with green tea flavoured toothpaste that built on the traditional Chinese belief that green tea is healthy and good for teeth, resulted in their revenues increased in China by 24% per year between 2002 and 2006 (Suessmuth-Dyckerhoff, Hexter St-Maurice, 2008). On the other hand Starbucks, despite having more than 400 coffee shops in China failed to recognise the cultural sensitivity of the Chinese when they opened an outlet inside Beijings Forbidden City. Starbucks represents low context culture and are not compatible with the refined taste of cultural legacy condensed in the Forbidden City (Han Zhang, 2009). As a result, the shop had to be closed down under tremendous public pressure. The examples presented clearly show that values do impact consumer behaviour in terms of consumption patterns, lifestyles and the priority of needs. Urbanisation and industrialisation do give some influences on the values but Chinese do not seem to have given up its cultural characteristic, especially in deciding on a particular product. They tend to make judgments in the most traditional manner, thinking about issues of face, respect, trust and even guanxi. Thus, marketers need to engage in different approaches when dealing with the Chinese consumers with different value orientations. 3. The impact of Languages 3.1 Overview of Chinese Language China official language is Mandarin or Putonghua (common language) where an estimate of around 80% of the urban population in China use as their main language of communication (Zhou, 1999; Li, 2004) and there are also numerous major Chinese oral dialects as depicted in Table 3. The complexity of Chinese language is due to one of its attributes, which is a tonal language that relies on four distinct tones with 5 levels of pitch range (Chan Huang, 1997). Table 3: The Sinitic language (Han Chinese) as observed by Swanson, 1999, p.35 Language is arguably the most distinct differences when it comes to culture. For Chinese as observed by Alon, Littrel Chan (2009), they associate written name with the long history of written communication in China and beautiful crafted characters can yield positive brand perceptions. Due to the numerous dialects in different regions within China, communication within different regions are not fully understood, for example, Northern Chinese (who speak Mandarin) may not fully understand Southern Chinese (who speak Cantonese) and vice versa. This results in complications when it comes to making a universal Chinese branding strategy to market in China, and care must be taken when products brand names are being transliterated so that they will have positive appeal to consumers. 3.2 Standardised Written Chinese Characters The solution to unite language in China is the introduction of standardised Chinese writing to either Traditional (primarily outside Mainland China) or Simplified (primarily within Mainland China). The Government officiated Simplified Chinese or pinyin in 1958, which relies on effort to Romanised the pronunciation of Chinese characters. Marketers have long acknowledged the importance of localising their brand names, so that their brand names recall highly amongst Chinese consumers, as this is one of the best ways to attract attention. Coca Cola transliterated its name to à ¥Ã‚ Ã‚ ¯Ãƒ ¥Ã‚ Ã‚ £Ãƒ ¥Ã‚ Ã‚ ¯Ãƒ ¤Ã‚ ¹Ã‚  (kĆº-kÇ’u-kĆº-là ¨) which means to allow the mouth to be able to rejoice is a clear example of localising brand name as indicated by Alon, Littrel Chan (2009). It can be further noted that in selecting brand names, it is essential that they are easy to remember, spell and pronounce (Li Shooshtari 2003; Alon, Littrel Chan, 2009). In a clear adherence to this, German automakers BMW can be transliterated to à ¥Ã‚ ®Ã‚ Ãƒ ©Ã‚ ©Ã‚ ¬ (bÇÅ ½o mÇÅ ½), meaning treasure horse and Mercedes Benz can be transliterated to à ¥Ã‚ ¥Ã¢â‚¬ Ãƒ ©Ã‚ ©Ã‚ ° (bÄâ€Å"n chà ­), meaning dashing speed. The knowledge of naming products which have meaningful words in China woul d ensure the acceptance and success in the Chinese market. 3.3 Two-Syllable Brand Names Due to the complexity of Chinese characters, the work of Alon, Littrel Chan (2009) noted that out of 9,400 morphemes which relate to one syllable, a combination of these morphemes, rather than individually used, created a 70% Chinese words comprising of two morphemes or syllables. Ideally, two-syllable brand names are preferred as they are easier to pronounce and remember (Chan Huang 2001; Alon, Littrel Chan, 2009). In the case of Coca Cola, when it was first launched in China in 1928, people called by its four syllables brand à ¥Ã‚ Ã‚ ¯Ãƒ ¥Ã‚ Ã‚ £Ãƒ ¥Ã‚ Ã‚ ¯Ãƒ ¤Ã‚ ¹Ã‚  (kĆº-kÇ’u-kĆº-là ¨) and as its popularity and acceptance grew, Chinese consumers started calling the brand by its two syllables as à ¥Ã‚ Ã‚ ¯Ãƒ ¤Ã‚ ¹Ã‚  (kĆº-là ¨) as noted in the report of Chan Huang (2001). In the case of another popular soft drink, Sprite, it is a one-syllable brand that has been popularly known by its two-syllable name in China as à ©Ã¢â‚¬ ºÃ‚ ª à §Ã‚ ¢ (xuĆº-bà ¬) which means snow-blue, which coincidentally also denotes coldness-related word which are very positive words in China for drinks (Chan Huang, 2001). 3.4 Word-Of-Mouth Communication China is predominantly a high context culture country, whereby information on purchase decision is usually referred to family members and friends. With 67% of Chinese consumers rely on word-of-mouth communication to know about a new brand as observed by Nunes, et al. (2010), and Chinese consumers rate word-of-mouth communication seven times more credible than television advertisements (Suessmuth-Dyckerhoff, Hexter, St-Maurice, 2008). Online discussion on the internet is also an effective tool of word-of-mouth communication albeit in a different forum. This leads to companies launching internet campaigns like KFCs China website focusing on interactive discussion with a Chinese web portal, QQ.com which is accessible at kfc.qq.com (Alon, Littrel Chan, 2009). The role of language in consumer behaviour relies heavily on getting a meaningful name in brand naming. Cross cultural translation must be approached sensibly to better understand culture of China. This is often a difficult task as direct translation is not easily achievable due to the fact that Mandarin is radically different from Roman-alphabet-based language. However if done correctly, the combination of chosen Chinese characters can play an important role, thus able to communicate product attributes and benefits, traditional or modern values, beliefs and customs (Fan, 2002; Alon, Littrel Chan, 2009). 4. The impact of Aesthetics on consumer behaviour: 4.1 Definition of Aesthetics Aesthetics relate to beauty and what the senses feel, see, touch, smell and appreciate. Aesthetics are of particular interest to the marketer because of their role in interpreting the symbolic meanings of various methods of artistic expression, colour and standards of beauty in each culture. The uniqueness of a culture can be spotted quickly in symbols having distinct meanings (Ghauri Cateora, 2006 p. 87). In the perspective of marketing and consumer behaviour the term aesthetics relate to the consumers five senses of vision, hearing, touch, taste, and smell in response to an object and has a direct bearing on consumer behaviour. 4.2 The relevance of aesthetics for the Chinese Market To create an impact and succeed in China market and attract consumer by culturally adapting brand names to help the product become a success in China. Various industries need to take into consideration the Chinese rich culture. Colours Colour has significant value for the Chinese due to cultural superstition in terms of product logos and package designs. The colour red (especially when combined with the colour gold) became a symbol of good luck and prosperity (Toronto Star Newspapers, Ltd., 2010), however the colour black is deemed to bring bad luck or symbolises death. Logos Logo perception and designs can lead to attraction or distraction for the Chinese Consumer. Brand name, symbols and designs should not offend the local culture. Logo designs and shapes indicate the following: Even shapes like round and symmetrical signify prosperity, dynamism and harmony while uneven shapes indicate conflicts to the Chinese consumers. Numbers Numbers can be deemed to bring good or bad luck. Certain numbers such 8, 11 and 13 have positive connotation while 4 has been associated with bad luck in the Mandarin language (Fletcher, 2006). Good example for auspicious number: 6, 8 and 9 like the official opening ceremony of the Beijing Olympics 2008 began at 8.00pm on 08/08/08 and non-auspicious numbers: 1, 4 and 7 denote bad luck where pronunciation of Si in Mandarin refers to death. Long-term brand viability is more likely as design is not based on of the moment creativity, but rather strategically timeless aesthetics that depict brand attitudes (Blumenthal, 2001). Henderson et al. (2003) suggest that the role of logo design in contributing to brand equity is of primary importance in less industrialized countries, when operating abroad, or in countries with logographic writing styles. India and China, for example, have diverse dialects, making language a significant barrier to communication. (Pittard, Ewing Jevons, 2007). Aesthetics and application to local Chinese customs is important for the success of international companies entering China. Consulting local Chinese experts to strategize market penetration in terms of aesthetics looking at wording, logo, designs and meaning will further enhance their success to Chinese consumers resulting in long term customer satisfaction. 4.3 Aesthetics and Brand Names Mobile phone industry where the aesthetics and looks of the product is important to enhance customer satisfaction and long term commitment is a good example. In China, study was done conducted to test the customer behaviour towards selected brands within the Chinese mobile phone market. The outcome indicates brand image influences Chinese consumer behaviour but the study is not conclusive as factors like language and location of study could limit the bigger picture. (Ogba Tan, 2009) Chinese consumers have readily embraced global brands such as Louis Vuitton, BMW, Nokia, Starbucks and McDonalds. Customisation and localisation are the key words in the strategies of foreign companies catering to the needs and preferences of Chinese consumers. (Euromonitor International from trade sources/national statistics, 2008). 5. Conclusion The impacts of culture on consumer behaviour from the perspective of values, languages and aesthetics in China have been proven to be complex and challenging tasks to the global marketers. Thus, a thorough understanding of culture is a necessary ingredient in the development of effective marketing strategy (Yaprak, 2008). The result of rapid industrialization has prompted the emergence of consumer market and culture. Consumer preferences are also changing in tandem with higher disposable income, increased consumer information and wider product selections and distribution channels which highlights the emerging growth of hedonic consumption values. The upshot of this is that the Chinese consumers are looking for more fun, gratification and pleasure in their consumption experience and it is found that hedonic values have a positive impact on the choice and consumption patterns of the Chinese consumers especially for brand consciousness and preference for foreign brands (Wang Lin, 2009). Although cultural characteristics in China often seem to be permanently enduring, a closer analysis reveals that cultural inclinations change from time to time since societies adopt and adapt to different lifestyles and priorities. This is due to the fact that individuals which constitute a particular culture continuously alter their perceptions, attitudes, values, beliefs and behaviours in light of societal and global changes. These perceptions, attitudes, values and behaviours are typified by the buying patterns of the Chinese. During the Mao era, the word sexy was completely forbidden from general use by the public. This is because a sexy attitude was held to be synonymous with shamelessness (Faure Fang, 2008) and the wearing of short skirt by women was banned. However, these days not only the Chinese media freely discuss and portray sexuality in its colourful variety but the Chinese people confidently flaunt their freedom of dressing with all sorts of skimpy fashion. The annual China Sex Culture Festival in Guangzhou exemplifies how open China has become and is a testament to a major cultural shift. It would not go out of context to highlight here that during the infamous Cultural Revolution (1966-1976), the Chinese were all wearing grey and green Mao uniforms and that the roads were all full with black bicycles as the famous mode of transportation. These images remain only in grainy black and white photographs of the yesteryears since these days the Chinese, at least in the coastal megacities like Shang hai and Guangzhou clad themselves in fashionable dresses and drive big imported cars. These examples show that the shift in value perception and attitudes do have their impact on the consumer behaviour in China in the sense that culture does evolve from time to time and its evolution alters the preference of the buying masses. Cultural evolutions must then be understood by the international marketers so as to develop relevant, suitable and effective marketing strategy in the Chinese markets. In conclusion, culture and its various core elements including values, languages and aesthetics must be seen in a constantly growing perspective. This is the reason why the understanding and appreciation of culture and its limitations in the context of consumer behaviour needs to be broadened. Culture must thus be viewed as a dynamic and holistic force that constantly shapes and reshapes its elements according to the variables of time. The ability of globalisation and modernisation in impacting the Chinese consumer values are almost limitless in its scope and intent. However, China seems to have never given up its single most important cultural characteristics, which is the ability to manage paradoxes (Faure Fang, 2008). Therefore, whilst certain aspects of the culture are still adhered to, other values closely associated with that same culture is slowly or rapidly losing ground. Word count = 3995