Effect of Temperature and Cu2+ on Abscorbic Acid Stability

Effect of Temperature and Cu2+ on Abscorbic Acid Stability Effects of Temperature, pH and Cu2+ on Abscorbic Acid Stability NAME: Sophia Chai Lai Jin Objectives: To perform a selected redox titrimetric procedure. To measure the stability of ascorbic acid under various conditions. Introduction L-ascorbic acid as known as Vitamin C is an essential nutrient for humans. L-ascorbic acid is one of the most potent compounds acting as an antioxidant in biological systems by scavenging active oxygen species and free radicals. L-ascorbic acid is a well-known water-soluble antioxidant that has a whitening effect and serves as a cofactor of prolinehydroxylase to promote synthesis of collagen. Low intakes cause a nutrient deficiency disease known as scurvy. Scurvy causes general weakness, anemia, gum disease, and skin hemorrhages. The effectiveness of ascorbic acid as a food additive depends on its oxidation to dehydroascorbic acid which effectively destroys ascorbic acid. Since it is so readily oxidized, it is frequently called the most unstable vitamin. Ascorbic acid may degrade via a number of different mechanisms. Anaerobic and aerobic pathways have been identified; but when oxygen is present, oxidative degradation predominates. Factors that may influence the rate of ascorbic acid degradation include temperature, salt and sugar concentration, pH, oxygen concentration, metal catalysts, and enzymes. Apparatus Test tubes, beakers (20 and 250 mL), burets, pipets (1,5 and 10 mL), Erlenmeyer flasks (50 mL), graduated cylinders (10 and 50 mL), hot plate, boiling beads, pH meter, water bath. Materials Ascorbic acid solution (0.5 and 10 mg/mL), oxalic acid solution (0.25 M), 2,6-dichloroindophenol (dye) solution, cupric sulphate, (CuSO4.5H2O) solution (10 g/100 mL), glycine buffer (0.1 M, pH 2), carbonate buffer (0.1 M, pH 8), HCl (1 M). Experimental Procedure Abscorbic Acid Standard Curve 9 mL of oxalic acid solution and 1 mL of 1.0 M HCl was transferred to each of four Erlenmeyer flask. 0.5, 1.0, 1.5 and 2.0 mL of ascorbic acid solution (0.5 mg/mL) was added to each respectively. Each flask rapidly with dye solution was titrate until a light but distinct rose pink colour persists for at least 5 s. A volume o fdye versus miligrams of ascorbic acid was plotted. Effects of Temperature, pH and Cu2+ on Ascorbic Acid Stability 10 mL (duplicate) was prepared of each of the following solution Ascorbic acid in glycine buffer Ascorbic acid in carbonate buffer Ascorbic acid in glycine buffer + CuSO4 Ascorbic acid in carbonate buffer + CuSO4 1 mL of ascorbic acid (10 mg/mL), 0.5 mL of CuSO4 and sufficient buffer was added to bring the total volume to 10 mL and well mixed. The pH was recorded for each solution. They was cover and capped loosely and transfer to a boiling water bath. It was boiled for 15 minutes and cooled. Titration was done. Results: Table 1 : Volume of dye vs miligrams of ascorbic acid Ascorbic acid (0.5 mg/mL) Ascorbic acid in mg Volume of dichloroindophenol used (mL) 0.5 0.25 30.4 1.0 0.5 57.1 1.5 0.75 82.7 2.0 1.0 114.1 Table 2: pH value of each solution Solution pH value 1st set 2nd set Ascorbic acid + glycine 2.06 2.09 Ascorbic acid + carbonate 7.24 7.27 Ascorbic acid + glycine + CuSO4 1.98 2.00 Ascorbic acid + carbonate + CuSO4 6.17 6.22 Table 3: Volume of dye vs different solutions Solution Volume of dichloroindophenol used (mL) Ascorbic acid + glycine 5.8 Ascorbic acid + carbonate 3.3 Ascorbic acid + glycine + CuSO4 2.6 Ascorbic acid + carbonate + CuSO4 1.6 Calculation Average amount of ascorbic acid to titrate with dichloroindophenol in 1 mL Y = 113.21x 1 = 113.21x X = 0.0088 mg 1 mL of dichloroindophenol is required to titrate with 0.0088 mg of ascorbic acid Total volume of ascorbic acid solution = 10 mL Ascorbic acid + glycine solution required 5.8 mL of dichloroindophenol: 0.0088 mg X 5.8 = 0.05104 mg Concentration of ascorbic acid = 0.005104 mg/mL Ascorbic acid + carbonate required 3.3 mL of dichloroindophenol: 0.0088 mg X 3.3 = 0.02904 mg Concentration of ascorbic acid= 0.0029 mg/mL Ascorbic acid + glycine + CuSO4 required 2.6 mL of dichloroindophenol: 0.0088 mg X 2.6= 0.02288 mg Concentration of ascorbic acid = 0.002288 mg/mL Ascorbic acid + carbonate + CuSO4 required 1.6 mL of dichloroindophenol: 0.0088 mg X 1.6= 0.01408 mg/mL Concentration of ascorbic acid = 0.001408 mg/mL Discussion In this experiment, redox iodometric titration assay was used to determine the amount of concentration of ascorbic acid in each buffer solution. CuSO4 act as the oxidizing reagent in the reaction. Firstly, the dichloroindophenol act as the blue dye will oxidized the ascorbic acid when titration begin. The ascorbic acid will be oxidized into another form which is called dehydroascorbic acid. The following figure shows the equation of redox reaction of ascorbic acid and converted to dehydroascorbic acid in the titration. In acid condition, the blue dye will turn the solution into pinkish colour, if the ascorbic acid is present, it will reduce the solution back into colourless compound. The higher the concentration of ascorbic acid, the more dichloroindophenol is needed to oxidize it. Until the titration end point is reached, a persist pink colour solution will be obtained. This indicates that the availability of ascorbic acid has used up for reduction and being oxidized quantitavely by dichloroindophenol. Therefore, from the result in part A standard curve calibration, a straight linear line was achieved. The 2.0 mL of ascorbic acid solution (0.5 mg/mL) required a huge amount of dichloroindophenol to neutralize it. From the result obtained, the ascorbic acid-glycine solution tend to have higher concentration of ascorbic acid. Meanwhile in ascorbic acid-carbonate solution has a lower concentration of ascorbic acid. This might due to in alkaline condition it will be more easily to oxidized into dehydroascorbic acid. In alkaline condition, the O2 will act as the oxidant to breakdown the ascorbic acid and destabilize it. Therefore, a slightly acidic pH, the antioxidant properties of ascorbic acid can be maintained. Moreover, in the presence of CuSO4 will degrade the ascorbic acid easily as CuSO4 is a strong oxidizing agent. Cu2+ will catalaze the oxidation and heating also will increase the rate of oxidation. However, at a slight acidic pH such as in citrus juice, the vitamin is more stable. Besides, thermal treatment to the ascorbic acid can degrade and destruct the antioxidant properties of the structure. In boiling water bath, most of the ascorbic acid are believed to be degraded. Therefore, the amount of the concentration of ascorbic acid are found to be lower than the beginning of the experiment. Conclusion The higher the concentration of ascorbic acid in a solution, the more amount of dichloroindophenol are required to neutralized it. In a very acidic condition, it will degrade the ascorbic acid faster. However in a neutral or alkaline condition in the presence of air, the ascorbic acid will oxidized fast due to the O2 which is an oxidant. High temperature can degrade the antioxidant properties of the vitamin C. References http://www.nlm.nih.gov/medlineplus/ency/article/000355.htm http://chemistry.about.com/od/demonstrationsexperiments/ss/vitctitration_4.htm http://www.sussexvt.k12.de.us/science/Textbook/LIM_LowRes_Unsecured/NCInv13D.pdf Questions Explain the difference in the results between the ascorbic acid-glycine and the ascorbic acid-carbonate buffers, and the effect of pH on ascorbic acid. The ascorbic acid-glycine solution tend to have higher concentration of ascorbic acid. Meanwhile in ascorbic acid-carbonate solution has a lower concentration of ascorbic acid. This might due to in alkaline condition it will be more easily to oxidized into dehydroascorbic acid. In alkaline condition, the O2 will act as the oxidant to breakdown the ascorbic acid and destabilize it. Therefore, a slightly acidic pH, the antioxidant properties of ascorbic acid can be maintained. Explain the difference in the results between ascorbic acid-glycine buffer and the ascorbic acid-glycine buffer with CuSO4; between ascorbic acid-carbonate buffer and the ascorbic acid-carbonate buffer with CuSO4 model systems. The presence of metal ions such as copper and iron increase the rate of oxidation of ascorbic acid. CuSO4 is strong oxidizing agent. Ascorbic acid form complex with metal ions and reduce metal ion into metal. Therefore, the addition of CuSO4 has lowered the amount of dichloroindophenol which required to titrate with the ascorbic acid solution.

Personal development planning Essay

I am 24 years old and married to my husband Paul we live in Maybole in a two bedroom cottage. I left school at 16 with standard grade level English, maths, history, French and music. My first job was in a nursing home it was then I realised how much I enjoyed working in care and caring for people. I worked in the nursing home for 2 years then left to be an activity’s co-ordinator in a day care centre in Prestwick where I would plan daily activity’s and outings for clients who came for respite day-care the centre sadly closed down after 3 years. I found a part time job in a local pub but I didn’t enjoy it as much as caring I worked in the pub for 2 years until I found a job working for a homecare company I enjoyed but found the hours unsociable it was then I decided to apply for college. I applied for N.C social care and was placed on the reserved list due to the course being full then a week after the course started I got a phone call to start. I attended college from September to june working threw my course studying and passed all my exams. I also attended a work placement at Hansel village respite cabin which I enjoys working with the clients as id never worked with adults with learning difficulties. I was offered a permanent job with Hansel after I left but sadly couldn’t take the job offer up as I had applied to do HNC and Hansel could only offer me 30 hours per week. Whilst doing my NC I enjoyed the subject mental health and decided then that I would like to become a mental health nurse. My hopes are that I graduate with my HNC and can apply to university and get a degree. Step 2: Broad objective – where am I going next? Whilst completing this unit in Personal Development Planning, I have opted to focus on the following area of development my ability to write reports and essays having done an N.C in social care last year I had to do a few reports and essays and realised that I don’t structure them properly this is something I need to practice and develop my skills and abilities in doing this. I would like to progress and graduate from college with my HNC in social care and apply to university of the west of Scotland and do a degree in mental health nursing and work in a psychiatric hospital. Further development of core/key skills Step 3: Self appraisal Personal skills, qualities and contexts Core skill Evaluation Evidence to support evaluation Communication Good When doing an NC in social care one of the tasks I had to do was a presentation in front of the class I became really nervous and didn’t make a lot of eye contact. This is something I would like to work at and concentrate on in the future when delivering presentations. Numeracy Poor Numeracy was apart of my NC course last year and I failed two attempts at an exam working out percentages and doing box plots but I find with extra studying and breaking it down I can complete some numeracy tasks. IT Average I received a standard grade for admin at school this gave me some knowledge on IT skills. On my college course last year I done IT at a higher level where I was shown how to use different search engines and how to type up reports essays and save my work. Problem solving Poor When faced with situations I tend to panic rather than look for solutions to  resolve problems. I feel this is something I can develop in. Working with others Good Threw my recent jobs as a carer, bar maid, activity’s coordinator I have had to work as part of a team to deliver my work and do the best in my job. I also work with others at college to do research on my subjects this is something I enjoy doing. Personal qualities I am a hard working reliable individual. With an NC in social care this has given me a wide knowledge of sociology, psychology and helped me realise my own personal values and principles. I have developed my caring practical skills threw working in in many different care aspects and work placements. I am an honest and trustworthy person who enjoys working as part of team and also on my own initiative. Knowledge and understanding I have a wide knowledge of care and an understanding of my own personal values and principles that I try and introduce when caring for individuals with different needs. I also have a basic knowledge of sociology and try to have an understanding in which way society works. And my basic knowledge of psychology helps me understand peoples behaviours. Technical skills I feel my technical skills can be worked on and developed threw out this course. Threw work and work placements I have a basic knowledge on moving and handling. I also have basic computing skills. Contexts, other factors to consider Step 4: Setting personal objectives Personal objectives — prior to interview with tutor Short-term (this year) I hope to pass my course and gain my HNC in social care. I also hope to gain knowledge and develop new skills threw out the year in all aspects of social care and on college work placement. Medium-term (next year) I hope to be able to apply to university and have enough qualifications and skills and to be able to stay focused on my work and my short and long term goals to be achievable. Long-term I hope to have gained a degree in mental health nursing and be in a job I enjoy doing that helps me stay motivated.

The process of developing and designing products

The process of developing and designing products has taken a sharp change in the last couple of years. Companies are being pushed by demanding global customers and are being challenged by rapid change of technology. Manufacturers have had to increase the speed of design cycles while at the same time cut the cost of development and manufacture. They must ensure the product takes full advantage of the latest and best technology. Leading companies have found that obstacles in the market today are far too rigorous to overcome on their own. This process of design and development of products has never been so competitive and daunting. However, it is more critical for future success. The Success of modern day companies is due to help from a resource that has been present since the early days of the company. The answer is suppliers. In some industries suppliers are taking on responsibility for designing parts, components, materials, assemblies, and even complete systems for automobiles, computers and other products. Leading manufacturers are using their supply bases as a key element of their product design strategies, and it’s paying off in a big way. In other words the old saw â€Å"Slow and sure wins the race† no longer holds. Speed is competitive edge today s business needs to succeed. Including suppliers in the manufacturing process adds to the clock-speed of a company. The Honda Motor Company is one such company that has recognized this need for speed and has thus adjusted its production to accommodate. The Honda Motor Company is one of the world s most well known producers of motor vehicles. The Company itself is based in Japan, but it had branches all over the world. From a simple start, Honda has grown to one of the world s most successful motoring companies, selling products in almost 200 countries. Honda has set new standards in vehicle production and design. From the Civic to ongoing participation in automotive racing, Honda s spirit of challenge and commitment forms the basis for every Honda project. Honda’s new â€Å"world platform† strategy will produce four variants of the new mid-size Accord platform. Honda s Research and development team found that the easiest way of producing their most popular make of car, the Accord, was to produce a world platform. This platform is an Accord chassis around which different accord bodies are built. For example; The Accord built for America will be larger than the one built in Japan because there is a market for larger cars. The one built in Europe will narrower so that it may compete with other cars on the European market. Essentially the Accord platform is universal. The car s appearance changes due to its location around the world. Accords will be produced in 11 and sold in 100 countries.

Analysis Of The Movie The And Timelessness Of The Film

The placelessness and timelessness of the film also allows the creators to disregard archaeological accuracy when drawing inspiration from Incan art and architecture for the animation of the film. The Inca civilization developed a distinct â€Å"abstract† and â€Å"geometrical† style of art (Zuidema, 2). Drawing upon this, The Emperor’s New Groove’s creators claimed to use the Inca art pieces â€Å"as inspiration and use their designs in other ways† (Silverman, 309). While the creators did base some of the film’s animations off of authentic Incan art, they do admit to altering nearly all of it. This fragments the archaeological information that could be provided by these art pieces by using them out of context (Silverman, 301). For example, using a†¦show more content†¦The filmmakers, however, are able to do include all of these different types of art because of the timelessness and placelessness of the film. They can draw inspiratio n from any civilization without worrying about archaeological inaccuracy because total accuracy is not their intention. As for the architecture in the film, the creators use the same strategy of starting with accurate information as the basis, but altering it until it is nearly unrecognizable. Many of the buildings shown in the film are Kuzco’s palaces, which are entirely gold and have the design of large, exaggerated faces. It is possible that the use of gold and the mammoth faces could be an indirect reference to the Incan worship of the Sun God Inti. However, the architecture of these buildings is not archaeologically accurate and is instead a result of the creators’ alterations of Incan art and designs. One additional archaeological misstep on the part of the creators is the language of the movie. The main language of the Inca civilization was Quechua, while The Emperor’s New Groove is entirely in English. 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The Unusual Puzzle Into Personal Scholarship Statement Essay Samples Uncovered

The Unusual Puzzle Into Personal Scholarship Statement Essay Samples Uncovered What Is So Fascinating About Personal Scholarship Statement Essay Samples? Also, you're in a position to purchase essay online cheap in the event of time lack. Ultimately, you have to finish up with a good conclusion. An anecdote is particularly unconvincing when it's a wide example being used to support or oppose an extremely narrow claim. As a school leaver, finding a personal statement might be a difficult task. You wish to be as succinct as possible, which means saying what you have to say in as few words as possible. A personal statement is a good method to set yourself apart. It is not a confessional booth. The outstanding part about it's that you're not required to sign in for your purchase. Thus, you don't need to fret about your private information whenever you order with us. Names and identifying characteristics are changed. Factors can travel incorrect, and additionally the program is consistently much far better to help you be sure you contain some type of spare copy. Moreover, the writers offering freelance essay writing services ought to be capable of offering essays that do not have any grammatical errors. Not only does making an introduction need a considerable period of time, additionally, it demands a great deal of your brain's processing power. It is possible to find a lot of information that can you write essays online. The majority of examples are posted as a member of writing guides published on the internet by educational institutions. It is crucial to discuss your long-term objectives and objectives. So, you have to be somewhat specific in writing study objectives. Utilizing the topics below as a guide, make an outline of achievements and experiences which you will have in your essay. Apart from this, you can write in your essay about leadership abilities and qualities you have. Because introductions include a fairly hefty tax. Some universities and organizations set a particular format, while some supply you with the freedo m to produce your own. Moreover, the students find it difficulty to compose scholarships since they do not have sufficient moment. You won't only lose your possibility of getting the Fulbright scholarship but it's also unfair to copy somebody's unique work. Our clients are privileged to relish extra services. There is an assortment of firms offering freelance writing services. Nearly all key careers require some form of higher education degree. When you first complete the essay, think that you're only mid-way. Writing the scholarship essay may look to be an impossible undertaking, but with a little bit of hard work and the above methods to guide you, you may produce a well-written essay that lets the judges know what a distinctive individual you're. That means you can be ensured of superior scholarship essay examples. An essay contest isn't the only approach to win scholarship money. Essays, generally, covers different topics. Scholarship essays shouldn't be considered a burden since they are your gateway to land entrance into a prestigious university with plenty of benefits and perks that have the scholarship. Writing a scholarship essay may not be an easy job for many students. Career Break Personal Statement People have various reasons as to why they'd want to have a career break. Personal statements are a main portion of scholarship applications.

Organizational Behavior - Remember the Titans - 2009 Words

PART 1 Ââ€" SUMMARY OF THE SITUATION Remember the Titans is an exciting film about the Civil Rights movement in the U.S. It personifies the power of respect, care and desire to win prevailing over racial prejudice. It showcases how individuals from diversified color, background and culture rose from the occasion and became lifelong friends. The players, Gerry Bertier and Julius Campbell, and the coaches, Herman Boone and Bill Yoast, are truly inspiring figures in the film. Set in 1971 Alexandria, Virginia; High school football is the towns most popular sport. The school board is under a court order to integrate the public schools. In the process of integration, tension amongst individual in school becomes high. 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Marketing Consumer Behaviour

Question: Identify a purchase decision (mobile phones) and show the relevant consumer behaviour influences on that purchase decision of mobile phones. Answer: Introduction Solomon (2014) states that the purchase decision or buyer decision process is a decision-making process by consumers that comprises of market transactions before, during and after the purchase of good or service. The consumer buying behaviour is the buying behaviour of the ultimate consumer. For making a purchase decision, an organization needs to understand the buyer or consumers reaction to the organizational marketing strategy (Mohanty and Parida 2014). The marketing concept states that an organization must create a marketing mix for satisfying its customers. The consumer buying behaviour is determined by the importance and intensity of interest in specific products. It also involves the buyers' level of involvement for seeking information about specific products or brands (Khuong and Tram 2015). This report shall help in identifying purchase decision and show the relevant consumer behaviour influences on that purchase decision. The product chosen to prepare this report is mobile phone. The paper shall also help in analysing the relevant consumer behaviour influences on the purchase decision for buying mobile. The five stages of the purchase decision making model are analysed. This report provides a description of the purchase decision that is made to purchase mobile phone. The demographics and psychographics of the consumer are also assessed. The relevant consumer behaviour influences on the purchase decision are explained and analysed. Recommendations are provided that would influence buying decisions for mobile phones. Purchase Decision Literature Decision making is a cognitive process that selects course of action from various alternatives. Purchase decision is a psychological construct that cannot be seen but can be inferred. Consumer behaviour is affected by various factors ranging from age, needs, personal motivations, social status considerations or professional status (Lysonski and Durvasula 2013). This section elaborates the five stages of the consumer buying decision process that induces a shopper to purchase a new product. These five steps or stages can act as a guide for the marketers to understand consumers. The five stages are elaborated as follows: Need/ Problem Recognition This is the first and most important stage in the buying decision-making process. The need is classified as functional, social and requirement of change. For instance, a situation can be taken into consideration where a buyer is in her twenties and has decided to purchase a new mobile phone. The buyer feels her mobile phone is outdated to match the needs of a working individual. Not only the need is to meet the requirements of an updated model, but also the social status as the working individual has peers with the latest mobile phones. Value is added by iOs, Windows or Android that allows communication through internet. Therefore, the consumer need is identified for a new model of mobile phone (Cant, Brink and Brijball 2012). Information Search Since the consumer need is identified, the consumer shall seek information about possible solutions. The buyer shall seek information internally as well as externally. As a buyer, the individual would assess the previous experience with a particular brand of mobile phone. The individual shall also talk to her friends about the types of phones, latest models and the best models. Information shall be gathered for different mobile phone brands such as Samsung, iPhone, Sony, HTC and various others. The internet shall also be explored for searching information and making comparison between different models. The individual would pay more attention to personal experiences from friends, family and acquaintances (Case 2012). Alternative Evaluation After collecting the information, different alternatives are evaluated. The dimensions such as physical attributes, pricing, charging and operating facilities, size and weight and recommendations from people shall be taken into consideration. The mobile phone brands shall be compared based on its camera, screen size, colour and packaging, brand value and various other features (Vivek, Beatty and Morgan 2012). As a buyer, the individual can also speak to the sales executive in the mobile phone store. Online ratings and other information shall also be considered for evaluative comparison. Higher the involvement of individual better shall be the number of alternatives (Gao et al. 2012). Purchase Decision After alternative evaluation, the buying alternatives including product, store, purchase methods and other shall be considered. For instance, the individual decides to buy Samsung mobile phone as it is not only competent in the features, but also the pricing. The individual makes a choice based on the latest features and affordable pricing that she was looking for. The payment method is chosen as credit card from an e-commerce website. The e-commerce portal is chosen as it offers low price than the local Samsung outlet (Cant, Brink and Brijball 2011). Post-purchase Behaviour After the product is purchased, the individual or buyer shall evaluate the adequacy of the original needs. The individual may encounter issues after she starts using the product that would contradict the positive reviews heard before (Rose et al. 2012). If the buyer holds a positive feedback and is happy with the performance of mobile phone, she would recommend and share her experiences with others. However, if the buyer would not like the Samsung user experience, she would persuade her friends and acquaintances for not buying the product or brand (Ting, Chen and Lee 2013). Description of Purchase Decision The customer buying process (also called a buying decision process) describes the journey your customer goes through before they buy your product. Understanding your customer's buying process is not only very important for your salespeople, it will also enable in aligning the sales strategy accordingly. There are three categories for purchase decision making: extensive, limited and routine. The extensive decision making is a process in which there is very high involvement and high investment requirement. For example- house, car, land, etc. The limited decision making involves purchase with nominal investment and limited purchases. For example- television, mobiles, etc. The routine decision making process involves regular purchase making decisions. For example- soap, shampoo, etc (Han and Ryu 2012). The mobile phone purchase is categorized under limited decision making process. The involvement is comparatively low in comparison with extensive buying decision making process. According to the conceptual framework, a list of factors affects the purchase decision making process. Several physical attributes such as camera and video resolution, touch screen options, multimedia, attractive colour and packaging, design of the mobile, appearance, brand value or equity and memory capacity affects the purchase decision of the buyer (Wollenberg 2014). Several pricing features such as reduced prices, special offers, dual SIM option, international brand, reliability and special offers also play a critical role in the purchase decision process. The charging and operating facilities such as time taken to charge the mobile, operating complexity, battery life and keypad language affects the purchase decision. The size and weight of the phone also affects the decision making process (Chiu et al. 2 012). The consumer prefers a large screen size and lightest possible weight for purchasing the mobile. The decision is affected by recommendations made by friends, colleagues or peers, salesperson and family members. Last but not the least; the decision is also affected by the advertising standards for a particular brand of mobile phone (Karimi, Papamichail and Holland 2015). Samsung is a high quality product in the mobile phone market and keeps abreast of technological changes. Samsung is taking away market share of other brands such as Nokia, LG and various others. The other brands are not adapting to incorporating new technologies as quick as Samsung. However, iPhone gives a tough competition and is competent to the features of Samsung. Additionally, the brand Apple is priced too high that is not preferred by the buyer in the given scenario. The consumer is attracted towards the latest features and technology and wishes to shift from one mobile phone to another as Samsung has better technological features. The quality and durability of the brand also affects the purchase making decision (Lee et al. 2015). Demographics and Psychographics of Consumer People don't typically go from blissful ignorance to paying customer in one great leap. They go through a series of thought processes along the way. The more important or risky the decision, the more processes seems to apply. The market for the mobile phone users can be segmented based on demographics, psychographics, geography or behaviour. In the given case scenario, the mobile phone market can be segmented into demographics and psychographics. Demographics In demographic segmentation, the market is divided into several groups such as age, family size, education, race, religion, life cycle, gender and social class. In the given example, the age of the consumer belongs to the age group 20-25 years (Sandy, Gosling and Durant 2013). The needs and wants of the consumer change with her age. As she is a youngster, and earning individual, she wants a lot of additional features such as email, file editing, file scanning support and file sharing support. The basic functionalities of the product shall be fulfilled. The life cycle stage off the youth induces the need of having the latest mobile phone with smart features. As the given example is for a girl, the natural preferences differ. Men are mostly inclined towards technology that supports gaming and technical apps. However, the given example features a girl who would naturally be interested in applications or features that would support fashion, shopping and other common preferences (Sandy, G osling and Durant 2013). Women are gaining acceptance even in under developed economies and this has seen an increasing focus on women along with men as customers. In the given example, the buyer is a working professional. This indicates that the girl is literate. She has knowledge of the latest trends in the mobile phone market. The disposable income of the buyer allows her to spend for the latest mobile phone. The price of Samsung is comparatively low to Apple's iPhone. This affects the buyer decision making process. Psychographics The psychographic factors involve perception, beliefs, attitudes and motivation towards a particular product. In the given example, the girl wishes to maintain her social status. The colleagues at her office share similar interests, values and behaviours. The main purpose of psychographic segmentation is to obtain a better understanding by measuring different psychological dimensions. According to the Maslow's Hierarchy of Needs, the girl needs to fulfil her social needs (Oliver 2011). The needs for mobile phone is recurring as the features regularly change. Different perception also affects the consumer buying behaviour process. Samsung promotes its brand through advertisements on television, magazines and internet. The information about the product is easily available on the internet. Learning refers to the process in which the consumers change the behaviour after gaining experience about a product. The emotional positions and attitudes of the buyer have changed after evaluating di fferent alternatives for mobile phones (Mittal 2016). Recommendations The marketing professionals can modify the situational factors or temporary conditions to affect the buyer behaviour. The situational factors involve physical factors, time factors, buyers' attitudes, mood and other reasons that influence the purchase decision. A few factors can be improved as stated below: Physical Situation The marketing professionals can concentrate on physical factors such as store design and layout. Store location is a critical factor. The mobile phone brands must increase their store locations so that it is convenient for customers to purchase from the local stores. The atmospherics such as lighting and temperature also help in enhancing the experience. More number of stores can be located at crowded areas where customers have more than one option to make a purchase or view products. Online presence is another factor in which offers can be promoted to purchase from the company website. Maximum purchases are made through e-commerce websites as it offers convenience of delivery and payment. Social Situation The social situation affects the buyer decision. Certain social situations can influence a consumer from buying the product. The marketing professionals need to concentrate on subcultures such as jobs and common interests. Focus on the sub-cultures would enable consumer interest and lucrative market can be created. The social class or educational status can help in exhibiting similar purchase behaviour. The marketing professionals must promote products for all social classes. The products must be promoted and campaigns must be designed differently for higher class, lower class and middle class. Time Situation The shopping patterns of the people must be recognized. The goal is to get the products on the shelves when and where consumers want them. The marketing professionals must ensure that there is no shortage of product quantities. Companies worldwide are aware of people's lack of time and are finding ways to accommodate them. There must be no need to wait for placing an order. The order placement or enquiries for the companies must be available with a simple click. Reasons for Purchase The marketing professionals must educate the consumers or potential buyers with the features or reasons for which a particular brand or product must be purchased. The benefits of using a mobile phone must be educated to the consumers so that the public is aware of the uses. The significant reasons such as utility, gifting and convenience must be educated to the consumers so that the people are induced to purchase the product. Conclusion The marketing concept states that an organization must create a marketing mix for satisfying its customers. It also involves the buyers' level of involvement for seeking information about specific products or brands. The product chosen to prepare this report is the mobile phone. Decision making is a cognitive process that selects the course of action from various alternatives. Purchase decision is a psychological construct that cannot be seen but can be inferred. The need is classified as functional, social and requirement of change. Not only the need is to meet the requirements of an updated model, but also the social status as the working individual has peers with the latest mobile phones. The internet shall also be explored for searching information and making the comparison between different models. The dimensions such as physical attributes, pricing, charging and operating facilities, size and weight and recommendations from people shall be taken into consideration. The individual makes a choice based on the latest features and affordable pricing that she was looking for. The individual may encounter issues after she starts using the product that would contradict the positive reviews heard before. The mobile phone purchase is categorized under limited decision making process. The involvement is comparatively low in comparison with extensive buying decision making process. The consumer prefers a large screen size and lightest possible weight for purchasing the mobile. Samsung is a high quality product in the mobile phone market and keeps abreast of technological changes. The market for the mobile phone users can be segmented based on demographics, psychographics, geography or behaviour. The disposable income of the buyer allows her to spend for the latest mobile phone. Different perception also affects the consumer buying behaviour process. Samsung promotes its brand through advertisements on television, magazines and internet. References Cant, M., Brink, A. and Brijball, S., 2012.Consumer behaviour. Cape Town, South Africa: Juta. Case, D., 2012.Looking for Information. Bingley, UK: Emerald Group Pub. Chiu, C., Hsu, M., Lai, H. and Chang, C., 2012. Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents.Decision Support Systems, 53(4), pp.835-845. 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