Learn How to Pronounce German Words in English

While the proper way to pronounce some German terms in English may be debatable, this isnt one of them: Porsche is a family name, and the family members pronounce their surname PORSH-uh. Can you remember when the French automaker Renault still sold cars in North America? (If youre old enough, you may recall Renaults Le Car.) In the early days, Americans pronounced the French name ray-NALT. Just about the time that most of us had learned to say ray-NOH correctly, Renault pulled out of the U.S. market. Given enough time, Americans usually can learn to pronounce most foreign words correctly—if you dont include ​maitre d or hors-doeuvres.   Example of Another Silent-E Another â€Å"silent-e† example is also a brand name: Deutsche Bank.  It could be a carryover from the now entrenched mispronunciation of Germanys former currency, the Deutsche Mark (DM). Even educated English-speakers may say â€Å"DOYTSH mark,† dropping the e. With the arrival of the euro and the demise of the DM, German company or media names with â€Å"Deutsche† in them have become the new mispronunciation target: Deutsche Telekom, Deutsche Bank, Deutsche Bahn, or Deutsche Welle. At least most people get the German â€Å"eu† (OY) sound right, but sometimes that gets mangled as well. Neanderthal or Neandertal Most informed people prefer the more German-like pronunciation nay-ander-TALL. Thats because Neanderthal is a German word and German does not have the th sound of English â€Å"the.† The Neandertal (the alternate English or German spelling) is a valley (Tal) named for a German by the name of Neumann (new man). The Greek form of his name is Neander. The fossilized bones of Neandertal man (homo neanderthalensis is the official Latin name) were found in the Neander Valley. Whether you spell it with a t or th, the better pronunciation is nay-ander-TALL without the th sound.   German Brand Names On the other hand, for many German brand names (Adidas, Braun, Bayer, etc.), the English or American pronunciation has become the accepted way to refer to the company or its products. In German, Braun is pronounced like the English word brown (same for Eva Braun, by the way), not BRAWN. But youll probably just cause confusion if you insist on the German way of saying Braun, Adidas (AH-dee-dass, emphasis on the first syllable) or Bayer (BYE-er). The same goes for Dr. Seuss, whose real name was Theodor Seuss Geisel (1904-1991). Geisel was born in Massachusetts to German immigrants, and he pronounced his German name SOYCE. But now everyone in the English-speaking world pronounces the authors name to rhyme with goose.   Frequently Mispronounced Terms German in Englishwith correct phonetic pronunciation Word/Name Pronunciation Adidas AH-dee-dass Bayer bye-er BraunEva Braun brown(not 'brawn') Dr. Seuss(Theodor Seuss Geisel) soyce GoetheGerman author, poet GER-ta ('er' as in fern)and all oe-words Hofbrà ¤uhausin Munich HOFE-broy-house Loess/Là ¶ss (geology)fine-grained loam soil lerss ('er' as in fern) NeanderthalNeandertal nay-ander-tall Porsche PORSH-uh **Phonetic guides shown are approximate. English in Germanwith common German mispronunciation Wort/Name Aussprache airbag (Luftkissen) air-beck chatten (to chat) shetten corned beef kornett beff live (adj.) lyfe (live=life) Nike nyke (silent e) ornee-ka (German vowels)

Group Parent Child Interaction Therapy - 1510 Words

Research Study #2: Group Parent–Child Interaction Therapy Citation: Niec, L. N., Barnett, M. L., Prewett, M. S., Shanley Chatham, J. R. (2016). Group parent–child interaction therapy: A randomized control trial for the treatment of conduct problems in young children. Journal Of Consulting And Clinical Psychology, 84(8), 682-698. Previous Research: Parent management, based on behavioral principles, is considered the best treatment for children with oppositional defiant disorder (ODD) or conduct disorder (CD). Within the past 40 years there have been meaningful advances in this kind of treatment; however, now that the treatment exists the question is how does this kind of therapy reach enough families? Purpose of the Research: The†¦show more content†¦Children diagnosed with ODD or CD were randomly picked to participate in individual PCIT (n = 42) or group PCIT (n = 39). Procedures – Randomization was arranged by medication status. To clarify, children who were taking medication fell into individual PCIT, while children who were not on medication fell in group PCIT. Individual PCIT was held once a week for one hour. The principles and skills were presented during sessions using didactic, modeling, and role play, followed by four coaching sessions in which the therapist provided feedback to parents who were actively practicing the skills with their children. Parents practiced the skills at home during â€Å"play sessions† with their children (5 minutes a day during child–directed phase; 10–15 minutes a day during parent–directed phase). Group PCIT was held once a week for two hours, to allow sufficient time to coach each parent–chil d. As in individual PCIT, group PCIT used the same didactic and coaching sessions. Instruments/Measures: Parents completed standardized measures of their child’s conduct problems, parenting stress, and social support during intake, post–treatment, and 6–month follow–up. Therapist ratings. parent attendance, and homework completion provided measures of treatment compliance. Instruments included the following: Wonderlic Personal Test (WPT): 50–item test designed to scale adult intelligence. The WPT timed score was used as aShow MoreRelatedReactive Attachment Disorder ( Rad ) Treatment1246 Words   |  5 Pagesfor RAD: inner child work, cognitive restructuring, insight oriented therapy, holding therapy, re-parenting, cognitive behavioral therapy, and theraplay to name a few. Nevertheless, some of them have proven to be more effective than others, while some are highly controversial such as holding therapy which consist of obligating the disordered child to hugged or force them to receive tokens of affection against their will. Re-parenting can also be somewhat controversial when parents of children haveRead MoreThe Implementation Of Music Therapy Workshop Essay1398 Words   |  6 PagesResources. 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Case Study of Amelia Suffering through Asthma Free Sample

Question: Introduction State an Overview of the Patients condition and Identify the Two Priority Nursing Problems. Give a brief plan for the Essay topics. Answer: Introduction: Amelia is suffering through Asthma. Asthma is common problem in children. Amelia is exhibiting, signs and symptoms related to the Asthma. These signs and symptoms include increase in respiratory rate, less oxygen saturation, cough and wheezing. Amelia is also exhibiting rhinorrhea. Amelia is prescribed with medications like prednisolone as anti-inflammatory drug and salbutamol as bronchodilator. Supplemental oxygen also supplied to Amelia. Restricted airway and inflamed airway are the two problems identified in Amelia. These two problems occur in Amelia due to cascade of events comprised of allergy, inflammation, secretions of mediators, bronchoconstriciton and insufficient breathing. In the essay, these problems are correlated with the signs and symptoms of Amelia. For each problem, two interventions are discussed. These interventions would be helpful in improving condition of Amelia. Restricted airway problem: Amelia is having restricted airway problem. In asthma allergen induced and IgE dependent immune mechanism occurs. As a result, there is release of different mediators like histamine, leucotrines and prostaglandins. These mediators produce contraction of the airway smooth muscle. As a result there is occurrence of airway narrowing and bronchoconstriction. Airway inflammation is the predominant causes of the restricted airway. Due to restricted airway, there can be insufficient airway clearance, insufficient breathing, increased respiratory rate, hypoxia and decrease in the oxygen saturation level (Bonini and Usmani, 2015). In Amelia also there is evidence of increased respiratory rate. In children Amelias age respiratory rate should be between 20 30 breaths per minute. However, in case of Amelia respiratory rate was 34 breaths per minute. Oxygen saturation should be between 95 100 % in children. However, in case of Amelia it was 90 %. Amelia is associated with moist cough and this t ype of cough is called as productive cough. In productive cough phlegm is expelled from the respiratory tract. As a result, infective agents and foreign particles can be expelled out from the respiratory tract. Rhinorrhea is also observed in case of Amelia. Rhinorrhea is the condition in which there is considerable amount of mucus in the nasal cavity. Inflammation in the airways leads to secretions of different mediators in the respiratory tract (Patadia et al., 2014). These secretions get accumulated in the nasal cavity. Restricted airway and accumulation of these secretions in the airways and nasal cavity lead to the insufficient airway clearance. Insufficient airway clearance leads to insufficient breathing. Due to insufficient breathing there is less exchange of oxygen at the alveoli-capillary interface. As a result, there is less amount of oxygen in the blood, which need to be supplied to tissues and organs. Amount of oxygen carrying by blood is termed as the oxygen saturation level. In Amelia, this oxygen saturation level is less as compared to the normal level. It reflects her blood is carrying less amount of blood. As a result there is less supply of oxygen to the tissues and organs. Lung has compensatory mechanism for this insufficient oxygen. Lung starts breathing at faster rate to supply more amount of oxygen to the tissues and organs. Hence, increased respiratory rate was observed in Amelia (Mims, 2015). Sitting up posture intervention: For restricted airway problem, sitting up posture as a nursing intervention should be provided. This nursing intervention facilitates breathing in Amelia. Sitting up position can increase stretching of lungs and increase in surface area of lungs for gas exchange. In this position, lungs are flexible and chest expands to take more amount of air in. Goal of this nursing intervention is to facilitate maximum respiratory function in Amelia. By sitting up, maximum respiratory function can be achieved in Amelia without much physical efforts and by providing comfortable positioning (Kim et al., 2012). Pillow can be used to support back of the Amelia. More number of pillows should not be used because there is possibility of sink in the pillows. This can lead to restriction of chest movements. Slight movement of the foot of Amelia on the bed can be helpful in preventing her from going into the sleep. Comfortable position can be provided to Amelia by making her to sit on the edge of the bed or in an armchair. She can also seat on the table with her hands inclined towards the front side. Heels, ankles, sacrum and elbows are the pressure points in the body. Amelia should not give much stress on these parts of the body while sitting. Maximum expansion of the chest can be achieved by adjusting inclination against the wall, resting head on the raised arm and inclination over banister (Melam et al., 2014). Implementation of this nursing intervention is difficult in case of children. Children always try to keep sliding on the bed. In the literature, it is evident that, positioning of children in sitting upright position improved oxygen saturation level in adjuvant with standard asthma therapy. Sitting up in the upright position can be improved in children by educating Amelia and parents about importance of sitting up position. Salbutamol: Salbutamol was used in case of Amelia as a beta adrenergic agonist and bronchodilator. Salbutamol is the 2 adrenergic stimulant and it is having effect in long tem. Salbutamol produces its action by inhibiting release of mast cells. In restricted airway problem of Amelia, salbutamol can be effectively used because it produces bronchodilation effect and improves drainage of mucus in the airways (van Buul and Taube, 2015). Assessment of effect of salbutamol in case of Amelia should be evaluated within approximately 1 2 hours after administration of salbutamol. Assessment can be performed by tests like arterial blood gas (ABG) analysis and pulmonary function test (PFT). Nurse should perform evaluation of respiratory parameters in Amelia prior to after administration of salbutamol. Based on the outcome of after administration of salbutamol, modifications in the dose and frequency should be done. Nurse should monitor for the central nervous system (CNS) stimulation in Amelia because in children between age 2 6, there is possibility of CNS stimulation. CNS stimulation includes hyperactivity, excitement, nervousness and insomnia. Nurse should also monitor Amelia for signs and symptoms of fine tremor in figures, tachycardia and gastrointestinal tract (GI) symptoms. Nurse should educate Amelia and her parents about use of inhaler. Nurse should instruct them to avoid contact with eye. Nurse should advise them not to increase frequency of inhalations without consultation of the doctor. Salbutamol can induce dizziness or vertigo, hence precautions should be taken while taking salbutamol (Neininger et al., 2015). Inflamed airway problem: Second problem in case of Amelia is inflamed airway. Asthma is mainly disease of airway inflammation. In case of asthma, inflammation is the bodys reaction to allergens. Due to inflammation, bronchial tubes become swollen and narrowed. Inflammation also leads to release of different inflammatory mediators. Different inflammatory cells are responsible for inflammation in asthma like Th2 lymphocytes, mast cells, eosinophils, dendritic cells, epithelial cells, macrophases and resident cells of airway. Th2 cytokines such as IL-4, IL-5 and IL-13 are responsible for inflammation in asthma (Kim et al., 2016). There is also occurrence of edema of in bronchial tube as a result of progressive inflammation. There is more release of mucus in airways which results in the deposition of mucus plugs in the airways. This deposition of mucus in nasal cavity is termed as rhinorrhea which was observed in Amelia. This leads to the limitation of air passage through bronchial tube. This can result in dyspn ea and less oxygen saturation. In case of Amelia also, less oxygen saturation was observed. Deposition of mucus can produce cough in Amelia. This cough is for expelling deposited mucus. In case of Amelia also, moist cough observed. In acute stage, inflammation would not cause narrowing of bronchial tube, however persistent and chronic cough can lead to the narrowing of the bronchial tube. This narrowing of bronchial tube can be exaggerated by external stimuli like dust or cold air (Erjeflt, 2010). Trigger of inflammation lead to the cascade of events which lead to the dysfunctioning of the lung. Narrowing of the bronchial wall lead to insufficient breathing as a result there is rapid rate of breathing. In Amelia, rapid breathing rate was observed. Narrowing of bronchial tube leads to difficulty in the air passage. This leads to forcibly passage of air through narrow and constricted airways. This forceful passage of air gives whistling sound of exhaled air which is known as wheezing. Wheezing was also observed in case of Amelia (Chawes, 2011). Hydrocortisone: Hydrocortisone is a short acting steroid with both glucocorticoid and mineralocorticoid propertiese. Hydrocortisone can perform different functions like antiinflammation and immunosuppression. In case of Amelia, occurrence of asthma is mainly due to the inflammation. Hydrocortisone can be useful in treating this inflammatory phase of asthma. In asthma, Th2 medicated immune mechanisms can occur. Hydrocortisone can also be helpful in treating immune system disturbance in Amelia. Hydrocortisone can be useful in treating asthma in Amelia by stabilizing leukocyte lysosomal memebranes and inhibiting release of allergic substances. Hydrocortisone produces immunosuppression activities by modifying immune response to diverse stimuli, reducing antibody titers and suppressing hypersensitivity reactions. Hydrocortisone should be initiated in Amelia within one hour of occurrence of symptoms like cough and wheezing. Prednisolone, which is a corticosteroid, should be used in Amelia (Olin and Wechsl er, 2014). Prednisolone should be initiated with single 2 mg/kg dose. Maximum dose of prednisolone should 50 mg per day. In subsequent days, 1 mg/kg twice a day can be administered (Kravitz et al., 2011). If Amelia is suffering through acute severe wheezing, prednisolone should not be administered in Amelia to avoid its over use. Nurse should monitor blood pressure, weight, fluid and electrolyte balance and glucose level. Nurse also should monitor platelet count and white blood cells differential count in Amelia. Nurse should monitor her for hypocalcemia. Nurse should monitor Amelia for chest pain and fractures of long bones. Nurse should assess Amelia for susceptibility of infection. Nurse should advise family members of Amelia to supply high protein, calcium and vitamin D rich food. Nurse should monitor Amelia for behavioral and psychological aspects. There is possibility of mood changes and depression due to long term consumption of hydrocortisone. If Amelia is subjected to certa in stress due to surgery or injury, the nurse should adjust dose of hydrocortisone. Nurse should perform ophthalmic examination in Amelia, in case of long term administration of hydrocortisone. The 2015 Global Initiative for Asthma (GINA) guidelines identified hydrocortisone through inhalation route as the preferred treatment for Asthma (Zhang et al., 2014). Education as intervention: Another nursing intervention for inflamed airways of Amelia is education to Amelia and her parents. This intervention is important for Amelia and her parents because they might not have enough knowledge of Asthma. Nurse should tell Amelia about correct way of breathing and coughing. Nurse should tell her to take deep breath and cough for 2 3 times in a sequence. Nurse should tell her to use abdominal muscle for coughing. The nurse should tell her to change her position continuously during coughing. Nurse should tell Amelia and her parents to maintain hygienic condition. Because patients with Asthma are more susceptible for infection. Nurse should advise Amelia to wash her hands properly before eating. Nurse should also advise Amelia to wear gloves and facemask (Klok et al., 2015). Nurse should advise Amelia to keep herself away from the dust and allergens. Dust and allergens may exaggerate inflammation of airways. Nurse should advise Amelia to take more amounts of fluids. This fluid intake would be helpful in thinning mucus and its expulsion would be easy. Nurse should warn Amelia and her family members about the decrease in food intake. Hence, she should take food with more calories. This decrease in food intake might be due to continuous coughing and change in food taste due to inhalation of medications. Nurse should ask her to rinse her mouth after taking inhalation. Nurse should educate Amelia and her family members about proper consumption of prescribed medications. Parents should take care that Amelia should not miss single dose of medications. Nurse should educate Amelia and her parents about use of inhaler. Nurse should advise Amelia and her parents, not to change dose of inhalation without doctors consultation (VanGarsse et al., 2015; Young, 2011). Conclusion: Amelia is diagnosed with Asthma. Amelia exhibited symptoms related to the respiratory system. Form the symptoms exhibited by Amelia; it can concluded that, there is decline in lung function in Amelia. Restricted airway and inflamed airway are the two common problems associated with decline in lung function. Inflamed airway occurs due to the exaggerated response to allergens and restricted airway may occur due to augmented release of secretions in inflammation. Both these problems results in the insufficient breathing and dyspnea in Amelia. Sitting-up posture and salbutamol administration are the two interventions provided in case of restricted airway. Sitting-up posture helped Amelia for easy breathing and salbutamol was used as bronchodilator. Bronchodilators can reduce narrowness of restricted airway. Hydrocortisone administration and education to Amelia and her parents, are two interventions provided for inflamed airway. Hydrocortisone such as prednisolone was administered to Amel ia to reduce inflammation. Education was provided to Amelia and her parents to manage consequences of inflamed airway. In summary, identification of the problem and provision nursing intervention would be helpful in improving condition of Amelia. References: Bateman, E.D., Reddel, H.K., van Zyl-Smit, R.N., and Agusti, A. (2015). The asthma-COPD overlap syndrome: towards a revised taxonomy of chronic airways diseases? Lancet Respiratory Medicine, 3(9), 719-28. Bonini, M., Usmani, O.S. (2015). The role of the small airways in the pathophysiology of asthma and chronic obstructive pulmonary disease. Therapeutic Advances in Respiratory Disease, 9(6), 281-93. Chawes, B.L. (2011). Upper and lower airway pathology in young children with allergic- and non-allergic rhinitis. Danish Medical Bulletin, 58(5), B4278. Erjeflt, J.S. (2010). The airway epithelium as regulator of inflammation patterns in asthma. Clinical Respiratory Journal, 4(1), 9-14. Kim, K., Byun, M., Lee, W., Cynn, H., Kwon, O., and Yi, C. (2012). Effects of breathing maneuver and sitting posture on muscle activity in inspiratory accessory muscles in patients with chronic obstructive pulmonary disease. Multidisciplinary Respiratory Medicine, 7(1), 9. doi. 10.1186/2049-6958-7-9. Kim, H.Y., Umetsu, D.T., and Dekruyff, R.H. (2016). Innate lymphoid cells in asthma: Will they take your breath away? European Journal of Immunology, 46(4), 795-806. Kravitz, J., Dominici, P., Ufberg, J., et al. (2011). Two days of dexamethasone versus 5 days of prednisone in the treatment of acute asthma: a randomized controlled trial. Annals of Emergency Medicine, 58, 200-204. Klok, T., Kaptein, A.A., and Brand, P.L. (2015). Non-adherence in children with asthma reviewed: The need for improvement of asthma care and medical education. Pediatric Allergy and Immunology, 26(3), 197-205. Melam, G.R., Buragadda, S., Alhusaini, A., Alghamdi, M.A., Alghamdi, M.S., and Kaushal, P. (2014). Journal of Physical Therapy Science, 26(4), 591-593. Mims, J.W. (2015). Asthma: definitions and pathophysiology. International Forum of Allergy Rhinology, 5(l), S2-6. Neininger, M.P., Kaune, A., Bertsche, A., Rink, J., et al., (2015). How to improve prescription of inhaled salbutamol by providing standardised feedback on administration: a controlled intervention pilot study with follow-up. BMC Health Services Research, 15, 40. Olin, J..T, Wechsler, M.E. (2014). Asthma: pathogenesis and novel drugs for treatment. British Medical Journal, 349, g5517. doi: 10.1136/bmj.g5517 Patadia, M.O., Murrill, L.L., Corey, J. (2014). Asthma: symptoms and presentation. Otolaryngologic Clinics of North America, 47(1), 23-32. van Buul, A.R, Taube, C. (2015). Treatment of severe asthma: entering the era of targeted therapy. Expert Opinion on Biological Therapy, 15(12), 1713-25. VanGarsse, A, Magie, R.D., and Bruhnding, A. (2015). Pediatric asthma for the primary care practitioner. Primary care, 42(1), 129-42. Young, C. (2011). Patient education. Avoiding asthma triggers: a primer for patients. Journal of the American Osteopathic Association, 111(7), S30-2. Zhang, L., Prietsch, S.O., and Ducharme, F.M. (2014). Inhaled corticosteroids in children with persistent asthma: effects on growth. Cochrane Database of Systematic Reviews, (7):CD009471. doi: 10.1002/14651858.

Marketing Strategy of Levis Essay Example

Marketing Strategy of Levis Paper The Marketing Strategy Employed by Levis Works Cited Missing In order for a new brand to establish itself in its market and for its products to sell successfully, thus achieving company goals and shareholder profitability, a number of key principles concerning consumer behaviour have to be fully grasped and addressed. As well as producing a range of new, exciting and quality garments, the firm will need to ensure that its products are cleverly and thoughtfully marketed to the appropriate consumer groups. In this report I will look at the marketing strategy employed by Levis on their new Anti-Fit style jeans, and at the importance of consumer behaviour in deriving this strategy. I will also look at the importance of a clear and up to date comprehension of the factors that affect consumer behaviour, paying particular attention to the key role that perception will play in forming consumers attitudes towards the new range of designer jeans. I will continue on to show how favourable perceptions about Levis brand identity will have a positive effect in raising consumer motivation to purchase a product from their range. We will write a custom essay sample on Marketing Strategy of Levis specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Strategy of Levis specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Strategy of Levis specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The fashion industry at this time; a time of increasing disposable incomes and incidence of recreational shopping, is intensely competitive. We can draw on many examples to highlight the point that; companies who have established a strong and clear brand image, have tended to command a larger market share than those companies whos image is either unfavourable, for example old fashioned, or unattached to specific and clear values. Establishing a strong and istinguishable brand image for the Anti-Fit range of jeans is the central idea behind Levis marketing strategy for breaking into the competitive market and ultimately gaining a favourable share of the market for designer jeans. Creating the right brand image is largely dependent upon being in tune with the mindsets, beliefs, values and aspirations of the modern, well-informed consumer. Moreover ensuring that the consumer perceives the firm to be in tune with their way of thinking and holding similar values centrally to the Levis bra nd identity will be the key to ensuring marketing success. When advertising the Anti-Fit product Levis must ensure that its messages are clear and perceived by the desired audience in the intended manner. Evans, Moutinho and Van Raaij (1996) believe that aâ‚ ¬Ã‚ ¦the more we understand about the perceptual process both generally and of the target market concerned, the more we can ensure that the intended receivers of the message will interpret it in the intended manneraâ‚ ¬Ã‚ ¦ (pp. 55). The notion of branding can have significant effects on consumers perceptions of product characteristics and attributes. Studies have shown customers can often not tell the differences between the various brands but labels and their associations definitely influenced their evaluations. (Consumer Behaviour G R Foxall) This shows that customers perceptions of products can derive from marketing effort alone; brand images and brand differentiation can be the consumers only guide to want satisfaction. This is particularly evident in a highly branded stylised market such as the jeans market. Therefore pursuing the correct marketing campaign is essential to appeal to the target audience, in an already highly differentiated market. When shopping for designer jeans consumers are more likely to consider purchasing a brand product from his or her awareness set than from a company whos brand image he or she has not been exposed to. Brand awareness is an obvious precondition to purchase. (Jobber 2004) The purchase of a pair of designer jeans may be considered neither a high involvement nor low involvement purchase, where involvement may be thought of as aâ‚ ¬Ã‚ ¦the degree of perceived relevance and personal importance accompanying brand choice (Blackwell, Miniard and Engel 2001: quoted in Jobber 2004). The following model is an amalgamation of Fisbein and Ajzens model for high involvement purchases and Enrenberg and Goodharts model for low involvement situation. [IMAGE] The influences at work when shopping for designer jeans. The purchase of a pair of designer jeans is seldom undertaken with the same abandon and low risk as, for example, the purchase of a pair of socks. Jeans may be worn and enjoyed for many months, even years. Therefore the consumer would want to ensure that the jeans will remain comfortable, fashionable and flattering for more than a few outings. Creating a brand that is seen to be fashionable, desirable and having a degree of exclusivity, is vital for attacking the designer end of the jeans market. Referring to the model above and what has been written up to this point, suppose two comparably priced jeans were tested, both equally well fitting and both well styled. A consumer may be swayed by brand snobbery, wishing to attach herself to the brand he or she believes matches his or her beliefs and attitudes and will result in greater approval from his or her significant references. The more aware a consumer is of a brand, the more likely he or she may be to purchase its product. Perception of products and brand identity has a big impact on consumer purchasing behaviour, within a dynamic fast moving market, such as the jeans market; where style and originality is the key. Perception is defined as the entire process by which an individual becomes aware of his environment and interprets it so that it will fit into his own frame or reference (Walters in Consumer Behaviour G R Foxall 1977). People become aware of their environment through the five senses, therefore sensation is the process by which perception begins. Also important is the process of interpretation, which depends on the socio-psychological meanings the individual attaches to the object perceived. Everybody perceives things differently and this is important when thinking about grouping people into a particular market segment or marketing a brand in a particular way, as potential consumers may not interpret such things with the same meaning as intended. 0% of stimuli are received through sight, therefore when marketing a new range of designer jeans visual stimuli are a key method of attracting potential consumers. Potential customers within such a competitive market have a number of factors influencing their purchasing behaviour. Consumer buying is motivated by something more than awareness; it depends on the consumers needs and drives, tastes and aspirations, attitudes, personality and social environment. Products are not only purchased for their functional values but also, for the social and psychological meanings they convey. The purchase of a pair of jeans is linked, to what extent is dependent on the individual, to the formulation and shaping of a consumers self-image. Purchasing a pair of jeans will to some degree shape a persons self-image and the way others may perceive them. As marketers, a company must align the consumers self-perception and the image they intend to project to others, with the attributes and values they perceive to be attached to the company and its associated products. Grubb and Grothwohl (1967) suggest image research within marketing seeks to link the psychological construct of an individuals self-concept with the symbolic value of the goods purchased (p 23). A consumer will purchase goods that they believe will either enhance their self-image, or those which help the consumer to feel closer to their self image. Therefore we may think of goods, in this case designer jeans, as symbols that communicate something about the individual to his significant references (p 24). The selective nature of perception and attention act as a way of coping with the constant bombardment of stimuli, the precise manner in which the person allows some messages to penetrate while rejecting others depends on values, motives and attitudes as well as social situation. With a prior knowledge of this aspect of consumer purchasing behaviour, it is clear that when selecting and targeting potential consumers marketing strategies must incorporate a wide range of factors to appeal to a market segment which may encompass people with wide ranging beliefs, attitudes and values. For example marketing for young, trendy professionals looking for up to the minute style may represent a particular market segment but within this segment individuals may have varying beliefs or values. Therefore, by simply targeting a segment of the market we cannot assume homogenous perceptions of a new product. Differing attitudes to a particular strategy may be widely evident, therefore understanding consumers purchasing behaviour in relation to differing perceptions will give a wider insight into possible effective strategies.