The Material And Process Requirements In Disc Brake Engineering Essay

The Material And Process Requirements In Disc Brake Engineering Essay The disc brake is a device for slowing or stopping the rotation of wheel. Disc brakes can be used on all 4 wheels of vehicle, or combined with disc brakes on the front wheels and drum brakes on the rear. Before we go in detail about the material selection, I would like to discuss the disc brake operation generally to let us understand how a disc brakes able to operate well. When the brake pedal is depressed, a push rod transfers the force through a brake booster to a hydraulic master cylinder. The master cylinder converts the force into hydraulic pressure, which is then transmitted via connecting pipes and hoses to one or more pistons at each brake caliper. The pistons operate on friction pads to provide a clamping force on a rotating flat disc that is attached to the wheel hub. This clamping tries to stop the rotation of the disc, and the wheel. On non-driving wheels, the centre of the brake disc or hub contains the wheel bearings. The hub can be part of the brake disc or a separate assembly between the wheel and hub with nuts or bolts. On driving wheels, the disc is mounted onto the driving axle and may be held in place by the wheel. On front wheel drive vehicles, it can be mounted on the front hub and wheel bearing assembly. The brake caliper assembly is bolted to the vehicle axle housing or suspension. Besides that, in most cases the brake is positioned as close as possible to the wheel, but there are exceptions. Some high-performance cars use inboard disc brakes on its rear wheels. The makers claim improved vehicle handling for this design because it reduces unsprung weight. Moreover, applying brakes can absorb a lot of vehicle energy so friction between braking surfaces generates great heat. Brake parts withstand very high temperatures. Most of the friction area of a disc is exposed to air so cooling is far more rapid than for a drum brake. Unlike with drum brakes, brake fade is rare. Because of their shape, discs tend to throw off water. So after being driven through water, they operate almost immediately. Disc brakes need much higher pressures to operate than drum brakes, so almost all disc brake systems need a power brake booster to help reduce the pedal forces that are needed from the driver. Due to the high forces needed to apply a disc brake, using it as a handbrake is less common. Therefore, some vehicles build a drum brake into the centre of the rear disc to provide for park brake operation. Possible Disc Damage Modes Discs are usually damaged in one of three ways: warping scarring cracking In addition, the useful life of the discs may be greatly reduced by excessive machining. 1.2.1 Warping Warping is caused by excessive heat buildup, which softens the metal and can allow it to be disfigured. This can result in wheel shimmy during braking. The likelihood of warping can be reduced if the car is being driven down a long grade by several techniques. Use of a lower gear to obtain engine braking will reduce the brake loading. Also, operating the brakes intermittently braking to a slower than cruising speed for a brief time then coasting will allow the brakes to cool between applications. The suitability of this is of course, dependent upon traffic conditions. Riding the brakes lightly will generate a great amount of heat with little braking effect and should be avoided. The wheel shimmy during braking is caused by thickness variation of the disc. Tests have shown that high temperature does not permanently warp discs. 1.2.2 Scarring Scarring can occur if brake pads are not changed promptly, all the friction material will wear away and the caliper will be pressed against the metal backing, reducing braking power and making scratches on the disc. If not excessive, this can be repaired by machining off a layer of the discs surface. This can only be done a limited number of times as the disc has a minimum safe thickness. For this reason it is prudent to periodically inspect the brake pads for wear (this is done simply on a vehicle lift when the tires are rotated without disassembly of the components). When practical they should be replaced before the pad is completely worn. 1.2.3 Cracking Cracking is limited mostly to drilled discs, which get small cracks around the drilled holes. These cannot be repaired. Material Requirement for Disc Brake Based on the function and the possible disc damage modes above, certain material requirement for disc brake is needed to be taking into consideration. The material requirements for disc brake are as below: High strength even at elevated temperatures High stiffness (modulus of elasticity) Low density High thermal conductivity Excellent abrasion resistance Good creep resistance 2.0 Material Selection Based on the material requirement for disc brake in section 1.3, Metal Matrix Composites has been chosen as the material for automotive disc brakes. This is because Metal Matrix Composites (MMC) is suitable to use for manufacturing automotive parts such as brake components, brake rotors for high speed trains, bicycles, and others vehicles. 2.1 Introduction to Metal Matrix Composites Metal composite materials have found application in many areas of daily life for quite some time. Often it is not realized that the application makes use of composite materials. These materials are produced in situ from the conventional production and processing of metals. Materials like cast iron with graphite or steel with high carbide content, as well as tungsten carbides, consisting of carbides and metallic binders, also belong to this group of composite materials. For many researchers the term metal matrix composites is often equated with the term light metal matrix composites (MMCs). Substantial progress in the development of light metal matrix composites has been achieved in recent decades, so that they could be introduced into the most important applications. In traffic engineering, especially in the automotive industry, MMCs have been used commercially in fiber reinforced pistons and aluminum crank cases with strengthened cylinder surfaces as well as particle-strengthened brake disks. These innovative materials open up unlimited possibilities for modern material science and development; the characteristics of MMCs can be designed into the material, custom-made, dependent on the application. From this potential, metal matrix composites fulfill all the desired conceptions of the designer. This material group becomes interesting for use as constructional and functional materials, if the property profile of conventional materials either does not reach the increased standards of specific demands, or is the solution of the problem. However, the technology of MMCs is in competition with other modern material technologies, for example powder metallurgy. The advantages of the composite materials are only realized when there is a reasonable cost performance relationship in the component production. The use of a composite material is obligatory if a special property profile can only be achieved by application of these materials. The possibility of combining various material systems (metal ceramic nonmetal) gives the opportunity for unlimited variation. The properties of these new materials are basically determined by the properties of their single components. Figure 1 shows the allocation of the composite materials into groups of various types of materials. Figure 1 Classification of the composite materials within the group of materials Although increasing development activities have led to system solutions using metal composite materials, the use of especially innovative systems, particularly in the area of light metals, has not been realized. The reason for this is insufficient process stability and reliability, combined with production and processing problems and inadequate economic efficiency. Application areas, like traffic engineering, are very cost orientated and conservative and the industry is not willing to pay additional costs for the use of such materials. For these entire reasons metal matrix composites are only at the beginning of the evolution curve of modern materials as shown in Figure 2. Figure 2 Development curve of the market for modern materials Metal matrix composites can be classified in various ways. One classification is the consideration of type and contribution of reinforcement components in particle-, layer-, fiber- and penetration composite materials as shown in Figure 3. Figure 3 Classification of Composite Material with Metal Matrixes Fiber composite materials can be further classified into continuous fiber composite materials (multi- and monofilament) and short fibers or, rather, whisker composite materials as shown in Figure 4. Figure 4 Three Shapes of Metal Matrix Composite Materials 2.2 Reason Selecting Metal Matrix Composites as Material for Disc Brake There are different types of Metal Matrix Composites in the world. But, not all the type of MMCs is suitable to be taken as material for disc brake. Thus, the type of Metal Matrix Composites that can be selected as material for disc brake due to its attractive material property as below: Aluminum Matrix Composites This is the widest group of Metal Matrix Composites. The matrices of Aluminum Matrix Composites are usually based on aluminum-silicon (Al-Si) alloys and on the alloys of 2xxx and 6xxx series which is very suitable to be taken as material for automobile disc brake. Moreover, Aluminum Matrix Composites able to give properties as show below: High strength even at elevated temperatures High stiffness Low density High thermal conductivity Excellent abrasion resistance Besides that, the ideal Aluminum Matrix Composites stress strain curve for continuous unidirectional fiber composites is presented in Figure 5. Generally, this curve consists of two stages. During the stage I, both fiber and matrix remain elastic, during stage II, the matrix deforms plastically and fibers remain elastic. There is possibly a stage III where both matrix and fibers deform plastically, but generally the fibers break before their plastic deformation. Figure 5 Ideal Stress-Strain Curve of a Continuous Fiber metal Matrix Composite Magnesium Matrix Composite Magnesium Matrix Composites are reinforced mainly by silicon carbide (SiC) particles (particulate composites). The material properties of Magnesium Matrix Composites are as below: Low density High stiffness High wear resistance Good strength even at elevated temperatures Good creep resistance Magnesium Matrix Composites are used for manufacturing components for racing cars, lightweight automotive brake system, and aircraft parts for: gearboxes, transmissions, compressors and engine. According to research by Z. Trojanova .P, Department of physics of Metals, Charles University, he run the experiment on Magnesium Matrix Composites to understand its material properties in a more detail way. Figure 6 True stress-strain curve It is interesting to note that the microstructure of AS41/SiC composite exhibits similar features with Mg2Si precipitates on the grain boundaries. Figure 6 shows typical true stress-true strain curve of the ZC63/SiC composite deformed at different temperatures. It can be seen that the flow stress decreases with increasing temperature. At 200-C, the work hardening is close to zero. This indicates a dynamic balance between hardening and softening. The temperature variations of the yield stress and the tensile strength max are given in Figure 7. Figure 7 Temperature dependence of the yield stress and the maximum stress 3.0 Manufacturing Process There are difference manufacturing process way to produce Metal Matrix Composites and here, I would like to focus on few processes which is more suitable to produce disc brake which made by Metal Matrix composites. 3.1 Liquid-State Processes Casting or liquid infiltration involves infiltration of a fibrous or particulate reinforcement pre-form by a liquid metal. Liquid-phase infiltration of MMCs is not straightforward, mainly because of difficulties with wetting the ceramic reinforcement by the molten metal. When the infiltration of a fiber pre-form occurs readily, reactions between the fiber and the molten metal may take place which significantly degrade the properties of the fiber. Fiber coatings applied prior to infiltration, which improve wetting and allow control of interfacial reactions, have been developed and are producing some encouraging results. In this case, however, the disadvantage is that the fiber coatings must not be exposed to air prior to infiltration because surface oxidation of the coating takes place. One liquid infiltration process involving particulate reinforcement, called the Duralcan process, has been quite successful as shown in Figure 8. Ceramic particles and ingot-grade aluminum are mixed and melted. The melt is stirred slightly above the liquidus temperature (600−700 °C). The solidified ingot may also undergo secondary processing by extrusion or rolling. The Duralcan process of making particulate composites by a liquid metal casting route involves the use of 8−12 ÃŽ ¼m particles. For particles that are much smaller (2−3 ÃŽ ¼m), the result is a very large interface region and, thus, a very viscous melt. In foundry-grade MMCs, high Si aluminum is used to prevent the formation of the brittle compound Al4C3, which is formed from the interfacial reaction between Al and SiC. Al4C3 is extremely detrimental to mechanical properties, particularly toughness and corrosion resistance. Figure 8 Casting process for particulate or short fiber MMCs Alternatively, tows of fibers can be passed through a liquid metal bath, where the individual fibers are wet by the molten metal, wiped of excess metal, and a composite wire is produced. A bundle of such wires can be consolidated by extrusion to make a composite. Another pressure less liquid metal infiltration process of making MMCs is the Primex process which can be used with certain reactive metal alloys such as Al− Mg to infiltrate ceramic pre-forms, Fig. 3. For an Al− Mg alloy, the process takes place between 750−1000 °C in a nitrogen-rich atmosphere, and typical infiltration rates are less than 25 cm/h. 3.2 Squeeze Casting or Pressure Infiltration Figure 9 Reactive liquid metal infiltration processes Squeeze casting or pressure infiltration involves forcing a liquid metal into a fibrous or particulate pre-form as shown in Figure 10. Pressure is applied until solidification is complete. By forcing the molten metal through small pores of the fibrous pre-form, this method obviates the requirement of good wet ability of the reinforcement by the molten metal. Composites fabricated with this method have the advantage of minimal reaction between the reinforcement and molten metal because of the short processing time involved. Such composites are also typically free from common casting defects such as porosity and shrinkage cavities. Infiltration of a fibrous pre-form by means of a pressurized inert gas is another variant of the liquid metal infiltration technique. The process is conducted in the controlled environment of a pressure vessel and rather high fiber volume fractions; complex shaped structures are obtainable (3, 4). Alumina fibers reinforced inter metallic matrix composites, e.g., TiAl, Ni3Al, and Fe3Al matrix materials, have also been prepared by pressure casting (5). The technique involves melting of the matrix alloy in a crucible in vacuum, while the fibrous pre-form is heated separately. The molten matrix material (at ∠¼100 °C above Tm) is poured onto the fibers and argon gas is introduced simultaneously. Argon gas pressure forces the melt, which contains additives to aid wetting of the fibers, to infiltrate the pre-form. Figure 10 Squeeze casting or pressure infiltration process 3.3 Sinter-Forging Sinter-forging is a novel and low cost deformation processing technique. In sinter-forging a powder mixture of reinforcement and matrix is cold compacted, sintered, and forged to nearly full density, Figure 11. The main advantage of this technique is that forging is conducted to produce a near-net shape material, and machining operations and material waste are minimized. The low cost, sinter-forged composites have tensile and fatigue properties that are comparable to those of materials produced by extrusion which is suitable for disc brake. Figure 11 Sinter-Forging techniques for producing near-net shape, low cost MMCs 4.0 Conclusion The early Lotus Elise models came with Aluminum Metal Matrix Composite (MMC) brake discs. These brakes were lightweight and a cost effective alternative to the carbon ceramic variations available recently but the only difference is they cannot operate at the same temperatures. As conclusion, based on the research above, I am confidence to said that Metal Matrix Composites is still the best for automobile disc brake in certain situation.

Chinese Immigration to United States Essay -- Immigration

There were many reasons for the Chinese to come to America. Overcrowding, poverty, war, and other catastrophes in China were all reasons (push) for traveling to America, as well as effective external influences. The discovery of gold was a major pull for Chinese peasants in coming to the West Coast. America's labor needs were the most important external catalyst for immigration. However, there were very few ways of traveling to the United States. With loans from the Six Companies, Chinese were able to afford fare to America, and they traveled here to work primarily as gold miners, fishermen, or agricultural workers; later settling into laundry services and restaurant work (Tsai, China overseas 12-13). In order to cultivate and develop the vast amount of Western land and resources they had obtained, develop industry, and build a rail system for transportation and communication, and to create a network of communication with China, Americans were searching for labor, people to carry out these tasks. The hard-working nature of Chinese made them natural targets for such laborious tasks, and this helped create a pull for the Chinese willing to travel to America for work (Tsai, China overseas 12). An entrepreneur by the name of Elmer C. Sandmeyer saw transportation companies as a powerful promotional influence. The transportation of Chinese laborers between Hong Kong and San Francisco accompanied by high passenger rates allowed American ship owners to make a nice profit (Tsai, China overseas 12-13). The Six Companies played a large part in this process, as a benevolent organization that was devoted to helping immigrants, the sick and poor, and conveying the bodies of dead persons back to china. Immigrants who were too poor to pay t... ...ing the year 1852 alone, thirty thousand Chinese who embarked at Hong Kong for San Francisco paid $1,300,000 for the voyage. At the beginning of 1856, William Speer calculated that all Chinese in California had paid a total of $2,329,580 for the trip" (Tsai, China overseas 13). Frequently exploited by American capitalists, Chinese laborers were whipped to dig in gold mines, build railroads, and plant crops. Industry boomed in Western America as the Chinese toiled ceaselessly. Free immigration was suggested by the United States in the 1868 Burlingame Treaty because of the need for labor in America and the potential benefits of trading with the Chinese. Labor was cheap, and many forms of fraud and propaganda were employed to bring Chinese laborers to the United States. The discovery of gold was also very beneficial in enticing the Chinese (Tsai, China overseas 13).

Ethnic Market Essay

With mounting western influence and focus on revival of traditional Indian fashion elements, diversity in India sees many faces. To maintain the dignity of the culture and to provide a platform to small Indian brands, future group initiated ethnocentrism concept by opening ethnicity store in Ahmedabad, Gujarat. This initiative has provided new format insights to organized retailers to expand their horizons in highly volatile Indian consumer oriented market. A new format has always been a challenge to any retailer to sustain into the market. In the changing face of market, to regain preference of consumers towards nationalized brands, can be looked from a confronting angle. This created an anxiety in the mind of researchers and inspired them to undergo the research to understand the ethnicity concept. Ethnicity format is studied based on the first ethnicity store set up in the city of Ahmedabad, Gujarat and glimpses are taken from the second and third store set up in Mumbai and Pune respectively. Research is secondary followed by primary in nature. This paper gives insights into the overall set up of ethnicity format that includes differentiating Criteria’s of ethnicity in comparison to regular retail formats based on observation at the store. Questionnaire based survey is also performed to get opinion on ethnicity store and paper gives insights into preferential category for purchase for future developments Consumers have given a very good response to the new concept. Along with shopping, experiences of consumers’ with the format have given a lasting impact on their mind-set. Further Raja market, Rani Market, Thoda aur market are found attractive to consumers and have gained good preference of consumers followed by Sona-chandi market Chota India and Ghar aangan market. The insights into concept development and suggested potential extended formats of ethnicity may readily work as a pillar to stand into the market for new retailers. Keywords: Ethnicity, Ethnocentrism, Organized Retail, Nationalized brands. Introduction Indian fashion industry is moving towards westernization due to high level of acceptance of foreign brands by the consumers. Due to this ,western brands are getting a wider platform than the ethnic brands across the country. As a result, national/ethnic products are even overlooked by consumers and time may come that such products may disappear from the market. To protect the Indian heritage, Future group took up the maiden initiative to provide a space to Indian products and brands under its own name and fame Future Group, India’s leading business house with strong presence in retail sector, launched a new retail format, family lifestyle store – Ethnicity, in Ahmadabad to market ethnic brands and products of India in 2008. This chain is a major family format developed after the launch of *Professor, G. H. Patel Post Graduate Institute of Business Management, Sardar Patel University, Vallabh Vidyanagar. **Assistant Professor, N. R. Institute of Business Management (GLS-MBA), Gujarat Technological University, Ahmedabad. Pacific Business Review International 2 highly successful family formats like Pantaloons, Big Bazaar, and Home Town. The new store format that has been billed as ‘Everything Indian, seeks to promote ethnic brands, ranging from ethnic and fusion wear, Jewellery, handicrafts, home decor, beauty products to accessories and gifts. ‘ Thus ethnicity showcases a large number of small Indian brands under one roof. Ethnicity besides promoting the culture of ethnic products, provide a modern platform to augment the presence of the retailers into the industry. Research Objectives †¢ †¢ †¢ To understand the concept of ethnicity as a new retail format To understand differentiating factors of ethnicity store in comparison to the modern retail stores. To understand the consumers’ preference towards the new format. Scope of the Study The study has explored the concept of ethnicity. In includes understanding of the theme and concept development, merchandise development and differentiation criteria of format in comparison to existing formats. Further to understand acceptance of the new format, consumers’ preference towards the offerings has also been analyzed Data Collection Sources Secondary data sources have been used to understand the concept the ethnicity. Information has been taken from leaflet provided by ethnicity store of Ahmedabad, and Company website to get insights into ethnicity store of Pune and Mumbai. Articles kept on the websites are also used at the launch of ethnicity. Primary data has been collected through questionnaire to know consumers preference towards the new format. Respondents were the consumers of Ahmedabad who visited ethnicity store. Sample of 100 respondents was administered out of which 94 responses identified as valid sample for the study. Literature Review Ethnic origin has been defined as a group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition (Crysdale and Bettie, 1973). Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification. Because values reflect a standard or criterion that people use in the guidance of behavior, they act as a norm for ethnic consumer behavior and an influence on many consumption motives. Ethnic Marketing Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a company’s products and services towards the customer’s lifestyles. According to Technopak Analysis, the current market of sarees and ethnic wear stands at Rs 31,000 crore and is projected to grow at 10 per cent to reach Rs 45,000 crore in 2014. Views expressing rationale towards ethnic marketing Mr. Arvind Singhal, chairman of management consulting and retail specialist firm Technopak Advisors (201011) said, â€Å"Overall apparel category spends are rising, with special focus on ethnic wear brands, where many new brands have emerged as market heroes. They sensed the vacuum in the market, ease of entry, and attracted women – the most interesting target consumer, which places the Indian ethnic wear market at Rs. 56,800 Crore, growing at 9% annually†. Govind Shrikhande, customer care associate and managing director, Shoppers Stop said â€Å"Branded ethnic Volume 5 Issue 5 (November 2012) wear is one of the top selling categories in our stores. For the past few years this segment has seen double digit growth,† Mr. Gaurav Mahajan, CEO, Westside, a Tata group company said ,†Indian ethnic wear is an integral part of our customer promise. We widened the Westside range and introduced Zuba, which offers silks and authentic handlooms. This autumn will see the launch of two more brands,† Mr. Rakesh Biyani, joint managing director, Future Group said ,†There is a significant rise in demand for women’s ethnic clothing. There is a big gap between the opportunity and what is being delivered today by organized players. This gap identification generated a lead to cover the untapped ethnic market and future group took up the initiative to establish ethnicity store as a revolution in the existing apparel format. Concept development of Ethnicity Store by Future Group. Store Design Future Group has launched the first of a chain of stores aimed at retailing Indian wear in 2008 in Ahmedabad city. It is the branded ‘Ethnicity’ store that keeps the a range of ethnic and fusion wear, jewelry, handicrafts, home decor, beauty products and accessories and gifts. All the products are India inspired. The store is having a spread over an area of 25,000 to 30,000 sq. ft. Store Objective The apparel labeled as traditional and indoor clothing a decade ago, has laid the foundation for today’s contemporary Indian ethnic chic. Ethnicity proudly follows the Indian values of being sensitive to Ahmedabad city, environment and community. It provides a platform to bring together traditional or ethnic 3 retailers and consumers. It recreates the know-how of a traditional ethnic market in a modern retail format and is an aggregator of the multi-faceted ethnic merchandise and traditional selling practices. It revives and rejuvenates anything and everything that is Indian. It aims to truly open out the urban ethnic market and redefine the scale of ethnic merchandising. Ethnic-Theme Positioning at the Store The concept Ethnicity is not limited to ethnic clothing but it is a destination to get the unique experience. The key differentiator for Ethnicity lies in its 360-degree shopping experience. Ethnicity’s store design reflects a distinctly ethnic character – visual merchandising tools include artifacts, paintings and decor pieces from Rajasthan, Orissa and Gujarat. â€Å"Visual merchandising at ethnicity is like the synopsis of a story book†. Ethnicity has gone the â€Å"Desi way (Highly traditional)† to become attractive and communicative. It is vital to not only be a differentiated retailer but also to draw out the true essence of the products. Branding in ethnic wear has been led by region of origin of the product like Benaresi sarees, Lucknowi kurta, Kutchchi Bandhani. The store is colorfully designed and the flashiness gives it an ambience of luxury and festivity. Atmosphere at Ethincity Store Atmospheric at ethnicity store is a reflection of Indian heritage. Instead of halogen lights, everywhere light is reflected by lanterns. Instead of room freshener or perfumes, a raw fragrant of essential oil from flowers known as attar is used to mesmerizes the entrant and bring them to the Indian culture. All the racks for display of merchandise are developed from wooden and outside decoration is of handicraft, which gives a reflection of Indian art. Instead of having all the racks or shelves for display, few of the merchandise is displayed on cot. Store assistants are dressed in ethnic kurtas for refreshments, Coconut water is served in a lorry (Cart) which gives a flavor of typical Indian culture, on the road serving. Pacific Business Review International 4 Use of multi colors, art and fancy designs, air fragrance and traditional lightings give all time festival feeling experience. market. Chosen name for the market is based on arterial language of India. With the theme of ethnocentrism, the collection represents only Indian brands in all the merchandise. Merchandise at Ethnicity Store. All the offerings are divided into a â€Å"Niche name† of Overall Analysis of Ethnicity Store Table 1 Store Sections Generic category name Ethnic name at ethnicity store Women’s wear category Rani market-everything ethnic for women Men’s wear category Raja market-everything ethnic for men Kid’s wear category Chota India market Jewellery/ accessories Sona –chandi market- ethnic Jewellery Home accessories Ghar –aangan- ethnic ideas for your home Stationary/medical items Thoda aur- ethnic accessories and more Source: http://www. indiaretailing. com/organising-ethnic-retail. asp Data Analysis Regular formats of organized retail stores have their specific offerings. While ethnicity store has differentiated the same to give a new experience to the consumers. Based on observation at ethnicity store, the following comparison has been made to derive the differentiation criteria Table 2 Comparative Analysis: Organized Regular Retail Format V/s. Ethnicity Format Parameter Organized Retail Organized retailOutlet outlet Theme A move culture Objective To give exposure to western To give platform to Indian brands culture dynamics and appeal to ethnocentrism Size of the outlet Large size Comparatively small size Structure Vertical departmentation Horizontal departmentation. Availability of brands Global brands Only Indian brands Atmospheric Exclusive halogen lights lantern /yellow lights towards Ethnicity Store Ethnicity store western A move towards Indian legacy Volume 5 Issue 5 (November 2012) 5 Decoration No additional decoration Fully decorated with colors, lamps, handicraft ,puppets etc. -looks like all time festival Music Western songs Indian instrumental Fragrance Room fresheners Raw fragrant of essential oil from flowers known as attar Shelves Racks Along with racks Traditional village themed cots with four legs Merchandise division Products are separate Gender wise product bundling. Apparel gets displayed in one section, accessories other section, footwear another section and so on e. g. Raja market includes apparel ,accessories ,footwear addressing men. Rani market includes apparel, accessories, footwear for women Merchandise name English names Traditional Indian names Store assistant’s dressing Western formal wear Traditional Indian kurta Packaging Plastic printed bags Paper bags with traditional look Merchandise Western outfits western designs and indo- Indian traditional embroidery work outfits with Shoes Mojaris and chappals Indo-western painting Handicraft Cosmetic products. Natural ayurvedic products and aromatherapy Perfumes Incense stick, fragrances Light chandelier Candles and Lantern Artificial jewellery Stone work, Kundan jewellery Refreshments Food court with multi cuisine Small push cart/lorry with coconut water Deliverable Shopping Experience attar, natural Source: Primary data collection through observation Analysis of Consumers Preference Towards Ethnicity Store: Consumers survey has been performed to get insights into their experience towards the format with the help of questionnaire. Respondents were the consumers who visited the ethnicity store. Pacific Business Review International 6. Figure 1 Consumers’ Preference towards the Market based Merchandise at Ethnicity Store with Mean Rank ( where 1 is least and 5 is maximum) 0 1 2 3 4 5 4. 25 Raja Market 4. 02 Rani Market 2. 80 Chota India 3. 20 Sona Chandi Ghar Aangan 2. 05 4. 15 Thoda aur Source: Primary data collection through questionnaire Consumers’ preference towards the ethnic theme based markets is analyzed to know the preferred market. This analysis is aimed at developing the market to increase the preference †¢ †¢ †¢ †¢ Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. New introductions in thoda aur market like lamps, candle and fragrances, ayurvedic products etc have grabbed attention of people which gives a lead to introduce more unique and Indian traditional items. Sona chandi market has got a good response. Thus it can be interpreted that fashion accessories in ethnic look are keeping tune with the ethnic garments. As per consumers opinion, Chota India is yet to gain preference may be because of traditional designs that are not preferred more for kids in †¢ comparison to western attractive outfits with cartoon characters Again as per consumers opinion, Ghar aangan is also yet to gain preference may be because of bed sheets, utensils, toys , purchase for rituals like puja ka saaman etc. have pre-existence of established unorganized market. Volume 5 Issue 5 (November 2012). 7 Consumers’ Preference towards Ethnic Products for Three Most Preferred Markets Figure 2 Preference has been Analyzed towards Offerings for Females as Rani Market Source: Primary data collection through questionnaire Fusion wear and Mix & Match are able to attract consumers as it is a new and unique base of ethnic products. As Saari, salwaar kamiz have become a common purchase and many platforms are available to address the demand, preference is found at the moderate level. Figure 3 Preference has been Analyzed towards Offerings for Males as Raja Market Source: Primary data collection through questionnaire In men’s wear traditional wear in the form of Jodhpuri, Chudidar and kurtas along with traditional mojaris have attracted consumers to larger extent Pacific Business Review International 8 Figure 4 Preference has been Analyzed towards Offerings for Thoda Aur Market Source: Primary data collection through questionnaire Full range of Fragrances and Candles & Incense has been introduced by ethnicity store. It has got extra ordinary preference of consumers. Thus it has contributed towards maintenance of Indian legacy Consumers preference towards Aromatherapy Aromatherapy is the use of aromatic plant oils, including essential oils, for psychological and physical wellbeing. Aroma therapists blend therapeutic essential oils especially for each individual and suggest methods of use such as topical application, massage, inhalation or water immersion to stimulate the desired responses. Aroma therapy oils may include : †¢ Peppermint – Digestive disorders †¢ Rosemary – Muscular pains, mental stimulant †¢ Sandalwood – Depression, anxiety and nervous tension †¢ Sweet orange – Depression and anxiety. †¢ Tea tree – Respiratory problems, antifungal, antibacterial and antiviral †¢ Lavender – Headaches, insomnia, burns, aches and pain Ethnicity store has provided the platform for Aromatherapy. Full range of essential oils has been displayed to generate the awareness and preference towards the same. It is aimed at generating awareness towards ayurvedic medicine in the arena of allopath for better and secure treatment. Ethnicity has taken maiden initiative to mould the consumers psychology towards naturopath. (Graph on next page) It can be interpreted from figure-5 that first hand response has been satisfactory with 49% for. Aromatherapy and thus it enjoys the potential to increase the preference in future. The atmospheric of traditional products is supporting the purchase of traditional way of health supplements. The advice and explanation given along with the product has played important role in making realization to go for natural products Volume 5 Issue 5 (November 2012) 9 Figure 5 Preference has been Analyzed for Aroma Therapy Source: Primary data collection through questionnaire Figure 6 Analysis of Consumers’ Satisfaction towards Ethnicity Store: Consumers’ level of satisfaction towards the differentiated offerings has been analyzed. Such analysis is aimed at identifying the most appealing differentiation for future positioning of the store and developing the strategies that may lead to future satisfaction Competitive Assessment Matrix with Mean Rank ( Where 1 is least and 5 is maximum) Regular Organized Retail Formats and Ethnicity Store Consumers’ satisfaction on competitive assessment matrix 0 1 2 3 4 5 4. 05 4. 95 Theme 2. 30 2. 60 Price 3. 25 4. 00 Variety 3. 94 4. 35 Display 4. 00 Experience Source: Primary data collection through questionnaire Keys : Regular organized retail outlets Ethnicity store 5. 00 Pacific Business Review International 10 †¢ †¢ †¢ †¢ †¢. Competitive assessment matrix depicts that ethnicity theme is highly appealing to the people. The differentiation point of giving experience to the consumers than only to provide a platform for shopping is getting correct positioning in the mind set of consumers as it is applauded by consumers with the mean rank of 4. 95. Unique display of ethnicity is highly appreciated by consumers in comparison to regular organized retail formats. On the dimension of variety ethnicity is lagging behind in comparison, the contributing reason may be limited number of Indian brands into each category. As far as pricing is concerned none of the outlets satisfied the consumers expectation. It brings out the fact that price structure is too high. Here opportunity lies with ethnicity store to discriminate pricing strategy to get competitive edge over other formats. It might be feasible to reformulate the pricing strategy due to nationalized brands. †¢ †¢ †¢ †¢ †¢ Suggestions †¢ Major Findings †¢ †¢ †¢ Ethnicity is indeed a revolutionary move towards consumers’ ethnocentrism. National players have also joined hands with the big retailer and accepted the opportunity to address the mass market. Thus it has contributed to a greater extent in providing a wider platform to small retailer of India. Further is has contributed towards generating awareness of ethnic products and brands of allover India which were not noticed by the consumers and importance was not realized by consumers. It is an absolutely unique model into organized retail formats. Everything starting from atmospherics to collection of brands, merchandise display and packaging is uniquely positioned with the nationalized theme. It provides a feel-good factor and thrilling experience to the consumers. Consumers are getting attracted by the theme and getting exposed and penetrated by ethnic products. Today consumers look for fashionable clothes. National brands which were not recognized earlier, have provided a platform of fashion to explore Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. Fusion wear, Mix & Match, Jodhpuri,Kurtas, Chudidars, Mojaris and fragrances ,candles and incense are able to get preference of people. Aroma therapy is able to get good welcome form the consumers. Ethnic designs are getting acceptance in the form of novelty. In all this innovative concept well applauded by consumers as they are getting exposed to all the variety and designs of products of all the corners of India under one roof. †¢ †¢ †¢ More Indian retailers should be motivated to provide huge collection of ethnic products in the categories of mens’ wear and women’s wear to provide more varieties. There is a need to increase the range of aroma therapy offerings to increase the awareness and consumption. Fragrances, candles and incense offerings have brought Indian values back in the preferences. This has showcased a very good business potential as a whole. There is a need to provide more and more offerings into the segment with more and more varieties. Potential revolutions into existing format of ethnicity for India. Format can be expanded by introducing specialties of major states/cities of India †¢ Rajasthan market – Art & craft †¢ Jamnagar market-Bandhani Volume 5 Issue 5 (November 2012) †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Bangalore -Silk garments Chennai- Pearl jewellery Kerala market-Spices Format can be expanded by introducing specialty food of major states/cities of India it may help to give a back shift to the consumer trend which is moving towards western food Gujarati food Punjabi food South Indian food Rajasthani food North Indian food Kathiyawadi food Potential revolutions into existing format of ethnicity for other countries. It has been witnessed that countries are getting specialized into technological innovations but spread of such innovations into the same continent reflects questionable behavior of consumers. Many a times it is because of lack of awareness. Such type of format may provide a common platform to explore the small innovative products at consumer end E. g. European countries. Fashion based Ethnicity- As fashion industry is one of the major growing industries in Europe, all fashion statements can be displayed under one platform †¢ Fashion statement of Italy †¢ Fashion statement of France †¢ Fashion statement of United kingdom Technology based ethnicity- Technical Research& innovation driven countries, all innovations can be displayed under one platform †¢ Big to small innovative products of Finland. †¢ Big to small innovative products of Germany †¢ IT & Renewable technology based products from Sweden †¢ Electric technology innovations of Netherland E. g. Asian Countries 11 Technology based ethnicity †¢ Robotic technology based innovative small to big products from South Korea & Japan References Crysdale and Bettie, 1973, Retrieved from, http:// www. manifolddatamining. com /html /products/ ethnicmarketing. htm on 15/02/2012 Anuradha Shukla, Ethnic wear market booms in India retrieved from http://wonderwoman. intoday. In/ story/ethnic-wear-market-booms-in-india/1/ 88440. html http://indiatoday. intoday. in/story/ethnic-wear-marketto-grow/1/124981. html retrieved on 06/02/2012 koregaonparkplaza, pune (2011) retrieved from http:// w w w. k o r e g a o n p a r k p l a z a . c o m / s t o r s details. asp? id=77&catid=1&st=1 retrieved on 06/ 02/2012 Runul Vashistha, (2009) retrieved from http:// www. indiar et a iling. com/ R et ailC oncep t _ details. aspx? Id=58 retrieved on 02/02/2012 Pooja nair, (2009). retrieved from http://ahmedabad. metromela. com/Lamps+and+ethnic+ wear+at+. Ethnicity/article/3183 retrieved on 15/02/2012 Shailesh Shah, (2012). Ethnicity: Towards organising ethnic retail, retrieved from http: // www. indiaretailing. com/organising-ethnicretail. asp retrieved on 02/02/2012 http://www. pantaloonretail. in/pdf/ethnicity_karigari. pdf Reference Book Jr. Churchill Gilbert A. , Lacobucci Dawn, Israel D. , (2009),†Marketing Research- A South Asian Perspective†, India Edition, Delhi: Cencage Learning. Additional material Leaflet circulated at ethnicity store 12 Glossary Attar: A fragrant of essential oil typically made from rose petals Ayurvedic: It is a Hindu system of traditional medicine native to India and a form of alternative medicine. Ayurveda can be defined as a system, which uses the inherent principles of nature, to help maintain health in a person by keeping the individual’s body, mind and spirit in perfect equilibrium with nature Bandhani: A process of patterning cloth by tie-dyeing in which the design is reserved on the undyed cloth by tying small spots very tightly with thread to protect them from the dye especially popular in Rajasthan and India Chappal: An item of Indian footwear, similar to a flipflop with a toe strap Chota (India market): Younger, junior child related products. Pacific Business Review International Kundan Jewellery: Kundan is a traditional Indian gemstone jewelry, a method of gem setting in a jewellery piece, consisting of inserting gold foil between the stones and its mount, usually used to create elaborate necklaces believed to have originate in royal courts of Rajasthan and Gujarat. It is the oldest form of jewellery made and worn in India Kurta: A knee-length, collarless shirt worn over pajamas by men in India Mojaris: A style of South Asian handcrafted footwear mostly using vegetable-tanned leatherproduced in India Organized retail: Organized retail has been defined as a network of similarly branded stores with an element of self service Raja (Market): A prince, chief, or ruler related products in India Rani (Market): Indian princess related products Ethnicity: Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification Saree: a dress worn primarily by Hindu women; consists of several yards of light material that is draped around the body Ethnic groups: A group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition Sona-chandi (market)-Gold & silver related products/jewellery Ethnic Marketing: Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a company’s products and services towards the customer’s lifestyles Ghar -aangan (market):Home decoration related products Handicraft: Items made by hand, often with the use of simple tools, and are generally artistic and/or traditional in nature . They are the objects of utility and objects of decoration. Incense stick: It is composed of aromatic biotic materials, which release fragrant smoke when burned Thoda aur (market): somewhat more than the existing here in the context of more than the regular offerings.

The Case For Reregulation Of Hydraulic Fracturing

Anthony Wagman Professor Rudd English 101-064 5/27/16 The Case for Reregulation of Hydraulic Fracturing In 2000, there were approximately 276,000 natural gas wells in the United States (Lallanilla). By 2010, that number had almost doubled to 510,000, according to the U.S. Department of Energy (Lallanilla). Each year 13,000 new wells are drilled and according to a study done in 2014, at least 15.3 million Americans have lived within a mile of a fracking well that has been drilled since 2000 (Lallanilla). This boom in the industry within the United States was prompted by the development of horizontal drilling which combined with fracking unlocked many new oil and gas deposits. Coupled with concerns over energy security and the costs associated with imported oil and other fossil fuels. According to the U.S. Energy Information Administration it estimates that as of January 1, 2013 there was approximately 2,276 trillion cubic feet of recoverable dry natural gas in the United States (â€Å"US†¦Ã¢â‚¬ ). At the rate of U.S. dry natural g as consumption in 2013 of about 27 Trillion cubic feet per year, the United States has enough natural gas to last about 84 years (â€Å"US†¦Ã¢â‚¬ ). The general thinking about the industry is that with these natural gas deposits within the U.S. the country can use this fuel to ease its reliance on foreign energy supplies. In addition, provide a cleaner burning source of energy compared to coal and oil, buying the nation time and acting as a reliable bridge to future