Nature vs Nurture - Depression - 818 Words

For years there has been an ongoing debate of nature versus nurture. Nature refers to genetics, inheritance and genes, and nurture refers to characteristics shaped by one’s environmental influences. For the purpose of this paper, the development of depression will be researched in terms of the nature versus nurture debate. Studies show that while some people are genetically predisposed to mood disorders, many people develop them through environmental factors. However, a different study looked at the relationship and interaction of nature and nurture. Therefore, the development of depression can not be pinpointed to one just one specific cause; it can be developed through genetics, environmental influences, or a mixture of both. Mood†¦show more content†¦(Fagnani, 2011) Some researchers believe that a difficult childhood can play a role in an early onset of depression. One theory suggests that children who go through a hard time while growing up have a more difficult t ime adjusting to changes in their. (Clouthier, 2007) Another theory is that these children may not have the proper emotional development, making them vulnerable to becoming depressed. Environmental factors often play aShow MoreRelatedChild Development: Heredity and Environment1240 Words   |  5 Pagesbetween nature versus nurture or even environment versus heredity leads to the question of: does the direct environment or the nature surrounding an adolescent directly influence acts of delinquency, later progressing further into more radical crimes such as murder or psychotic manifestation, or is it directly linked to the hereditary traits and genes passed down from that individual adolescent’s biological parents? To answer this question one must first understand the difference between nature, nurtureRead MoreNature vs. Nurture1218 Words   |  5 Pagesdifferent people with different interests and preferences? Or did the environments that they grew up in play a part in maki ng who they are? In the nature vs. nurture controversy, nature proclaims that our genetic make-up plays the primary role in human development, while nurture declares that our environment dictates our development. The nature vs. nurture controversy is an age old question in the scientific and psychological world with both camps having evidence to support their theories. The controversyRead MoreNature Vs. Nurture : The Debate Of Nature Versus Nurture895 Words   |  4 PagesNature vs. Nurture The debate of nature versus nurture has been an ongoing debate for a long time. When applying this argument to education there is no proven winner. The nature side of the coin believes that a person is born the way that they are. This could include intelligence level or personality traits such as being outgoing or shy. The other side of the argument of nurture believes that the type of upbringing that someone has will play a large role in the way they develop. It is thoughtRead MoreNature Vs. Nurture By Francis Galton1448 Words   |  6 Pagesyour environment just as much as your genes.† (Rich, 2015) In 1869, the phrase â€Å"nature vs. nurture was coined by an English polymath named Francis Galton. There are two sides to this debate, each with their own pros and con’s. Nature is the side that argues that the DNA and genotype humans are born with determines who they are and what personality and traits they will have throughout their lifetime. Whereas the nurture side of the debate argues that humans are born with sponges as minds, and throughRead MoreMy Personal Developmental Theory, Nature Vs. Nurture812 Words   |  4 Pagesdevelopment. My personal developmental theory consists of several tenets from theories such as, nature vs. nurture, systems and cognitive developmental theory. While there are many theories in lifespan development, and they are all relevant in the development of an individual I found these particular theories the most influential in my development. Nature vs. Nurture From a biological perspective, nature vs. nurture plays a critical role in the development of an individual. Meaney (2010) states â€Å"The challengeRead MoreNature vs. Nurture: a Biblical Perspective1531 Words   |  7 PagesRUNNING TITLE: Nature vs. Nurture Nature vs. Nurture: A Biblical Perspective Ouida Lynne Heath Psychology 101, Module 5 Professor Roberts December 17, 2009 Nature vs. Nurture: A Biblical Perspective The Nature versus Nurture debate has been ongoing for centuries. People have tried to gain power through knowledge in determining what causes the human â€Å"mind to tick.† For centuries leaders and scientists haveRead MorePsychology, Nature Vs. Nurture971 Words   |  4 Pageswhy we are that way? The answer is found in the classic debate in Psychology, Nature vs. Nurture. Aggression is caused by learned behavior, not through genetics. There are two sides of this debate, Nature and Nurture. Nature refers to something that you’re born with and are not able to change. People that follow this are called Nativists. They believe that the traits that you have are passed down through genetics. Nurture means that your personality traits are based on your environment. For exampleRead More Twin Early Development Study: Nature versus Nurture832 Words   |  3 Pagespreference, or in more recent years, the role of gender? I believe that both nature and nurture are responsible for the way one matures. You cannot overlook the fact that some people carry the traits of their ancestors, or the fact that in many situations, people are victims of circumstance. I think the more important question is which side has a larger role in the way people turn out. When assessing the character roles that nurture creates, you must include many factors. A study called TEDS, Twin EarlyRead MoreNature Vs. Nurture Debate1427 Words   |  6 Pagesparents use authoritarian methods and punishment.† The nature Vs nurture debate has been around since 1690 created by the philosopher John Locke who believed we as humans do not have natural, inborn ideas; that our minds are a blank page, upon which experience shall write. Nurture is everything and nature is simply nothing. â€Å"Nature is what we think of as pre-wiring and is influenced by genetic inheritance and other biological factors. Nurture is generally taken as the influence of external factorsRead MoreThe Theory Of The Mind And Behavior1264 Words   |  6 Pagesthat we are born with imprinted knowledge. Aristotle, a student of Plato, theorized the concept that we were born a blank canvas and the development of our minds are sculpted by our experience, demonstrating that modern psychologi cal debates of nature VS nurture, and interests of the functions of the mind, have been discussed for centuries. Psychology as we know it today is the scientific study of the mind and behaviour. All scientists whether chemists, biologists, physicists or psychologists must employ

Women in Advertising Free Essays

Women in Advertising Irwin Allen Ginsberg; an American poet once said, â€Å"Whoever controls the media, the images, controls the culture. † The media constantly expresses images of the ideal female body. All women have their own individual set of attributes and characteristics, however, the media continuously tries to spread what they feel is the universal standard of what a woman should look like. We will write a custom essay sample on Women in Advertising or any similar topic only for you Order Now One might argue, that the images put out by the media strongly affect our generation and the way in which we perceive ourselves. Ginsberg’s statement reminded me of a television advertisement produced by Carl’s Jr. This advertisement featured swimsuit model Kate Upton eating a burger in the backseat of an old school looking car. The advertisement was exceedingly sexually suggestive and showed a substantial amount of unsuitable sex appeal. Carl’s Jr. has acquired quite the reputation of producing these overtly sexual advertisements. Advertisements such as this are damaging today’s generation’s mental and physical state of being. In America, we are surrounded by a society that is primarily consumed by sex. With that being said, there are thousands of companies that produce risky advertisements to compete for the attention of viewers such as Carl’s Jr. With regards to the Kate Upton advertisement, the first thing that caught my eye upon viewing this ad is Upton wearing lace under garments scantily covered by a short polka dot dress. The revealing dress shows off her legs and hangs loosely off her shoulder ultimately exposing her bra and cleavage. The range of positions she lies in throughout the ad goes from innocent to offensive. Upton begins removing the South West Patty Melt from its wrapping and starts to slowly consume the burger in her car. After taking the first taste, Upton starts her high-speed strip tease. For the remaining thirty seconds, the camera moves up and down the parts of her body that are revealed by her dress. She unexpectedly begins sweating all over her body, which makes a direct reference to sex. Upton’s elusive hip movements add to the theme of sex, and serve to sidetrack the viewer from the actual burger itself. Upton’s face looks incredibly pleased as if she is fulfilled with the burger she is advertising but upon close examination, you see that the burger has not been bitten into. Furthermore, this indicates that the intent of this Carl’s Jr. advertisement is to sell sex in addition to the burger itself. The content in this advertisement implies that women cannot only be healthy but also sexually fantasized individuals by purchasing the southwest patty melt. In actuality, the opposite of that implication is often true. The obvious issue in this advertisement is that women rarely consume burgers the size of the one Upton is advertising. More importantly, eating a burger of that size is filled with calories and will not make those women who do resemble Upton physically. Women are incredibly sensitive to their body image and easily perceive the body images media creates. Therefore, this advertisement may be perplexing to female viewers. In the journal Adolescent Evaluation of Gender Role and Sexual Imagery in Television Advertisements authors Donna Rouner and Michael Slater provide readers with insight on a study they conducted; the results portion states, â€Å"Exposure to advertising with idealized images of physical attractiveness will at least temporarily lower female viewers’ self perceptions of physical worth and self being. †(438) With that being said, adolescent females and adult women viewing this advertisement compare themselves to this excessively sexy yet highly idealized model and begin to feel dissatisfied with their own physical appearance. Furthermore, the fact that the feeling of temporary self-loath takes place when viewing advertisements such as the one produced by Carl’s Jr. is chilling. Many adolescent females sit in front of their television screens and are bombarded with hundreds of advertisements each day. When advertisements like this appear, the message getting out to them is, in order for you to be desirable or considered beautiful you must reveal certain parts of your body and act in an incredibly sexual manner. This corrupts the minds of young women. Thus, one might say that the targeted audience for this advertisement is men or male adolescents. According to Carol M. Sheperd, a professor at National University, â€Å"Sexiness of an advertisement causes viewers to remember the ad, and thus the product. †(2) With that being said, though Upton’s advertisement stirred up quite the controversy last year, it was successful in getting people to talk about the ad due its extreme sexual content. More importantly, it got people to go out and buy the Southwest Patty Melt. Nonetheless, Carl’s Jr. uses the pathos rhetorical appeal in this advertisement to evoke certain feelings out of viewers. Upton’s sexually suggestive actions induce emotional responses from her predominately male audience, such as feelings of arousal and even desire. The use of pathos in this ad can go either way when it comes to its effectiveness. When viewing this advertisement a consumer could be paying attention to the high levels of sex appeal and disregard all other elements of the ad, like the actual burger Upton is advertising. Conversely, the appeal of sex can heighten the chance of an advertisement succeeding because it attracts the customer’s attention. In the journal Ethics in Advertising: Sex Sells, but should it? Author Jessica Dawn Blair states: â€Å"The use of sexual appeals in the study seemed to detract from the processing and retention of message arguments. However, it did appear that the recipients would focus their attention more on the execution of ads using the type of appeal. † (112) It is our human nature to be curious about sex. Sex in addition to attractive women in advertisements often sells more than advertisements that do not use this appeal. What does that have to say about our society? The objectification of women in sexual advertisements does nothing but teach the youth of this generation that it is okay to overly sexy and in fact, it is encouraged. That is where the problem lies. These companies want to desperately appeal to their viewers and majority of them do not care if they are sending out the wrong message as long as the product gets sold. Overall, our country has based a vast majority of advertisements on sex appeal to sell their products to the targeted audience of predominately males. For the most part, women have been subjected to the role of playing â€Å"pieces of meat† to men. The objectification of women in advertising has extreme physiological consequences. It has the potential to make women think of themselves in the way in which they are portrayed and it causes them to engage in self-loath or depression. Advertisements such as Kate Upton’s put out a negative viewpoint on women. It is crucial that we reshape our own perception of how we view ourselves. Change starts from within and we have to step up as women, take the lead and reach as high as feasibly possible. Works Cited Blair, Jessica Dawn. â€Å"Ethics in Advertising: Sex Sells, but Should it? † Journal of Legal Ethical and Regulatory Issues 9. 1 (2006): 109-18. ABI/INFORM Complete. Web. 3 Mar. 2013. Carl’s Jr. Advertisement. New York Daily New. N. p. , 1 Mar. 2012. Web. 3 Mar. 2013 Rouner, Donna, Michael D. Slater, and Melanie Domenech-Rodriguez. â€Å"Adolescent Evaluation Of Gender Role And Sexual Imagery In Television Advertisements. † Journal Of Broadcasting ; Electronic Media 47. 3 (2003): 435-454. Academic Search Premier. Web. 3 Mar. 2013. How to cite Women in Advertising, Papers

Ledbury Restaurants Case Study on Business Decision Making

Questions: Scenario A restaurant chain plans to open its second restaurant in London. To ensure this is a viable move, the shareholders are keen to understand the market. Therefore you are asked to carry out a planned data collection and data analysis to help the board of directors in understanding the customer pricing preferences.(e.g. income price, age price) Task 1 Report on Data Collection and Analysis, In this report; Create a plan for primary and secondary data collection with presenting the survey methodology sampling frame used Design a questionnaire to collect data and provide a justification for its design Collect data and summarise the collected data using representative values Analyse the collected data using measures of dispersion. You must be able to use the analysis of the pricing preferences to inform and support decision making. Carry out suitable calculations to draw useful and realistic conclusions and provide valid recommendations. Your calculations must include quartile, percentiles and the correlation coefficient. Explain how these calculations helped you to draw useful conclusions. Task 2 Prepare a Business Presentation and a formal Business Report to disseminate information effectively which include; The findings which should be used to draw valid conclusions .You must use spreadsheet software for all calculations and incorporate graphs and charts(line,pie,bar chart,histogram,scatter ) to clearly and effectively present the findings. Trend lines in graphs to assist in forecasting for specified business information. For example, this may include peoples eating behaviours overtime and preferences against seasonal changes. A business presentation to disseminate information effectively Prepare a formal Business Report to be presented to the board of directors Use appropriate information processing tools to analyse the information Plan for the project, identifying relevant CRITICAL PATH, PERT, GANNT Chart, to implement a business process and the recommendations you are suggesting from your findings. For example, a business process to serve customers (It is essential to us e appropriate project managementsoftware) Different financial tools such as discounted cash flow, net present value and IRR functions to evaluate the financial viability of the proposed recommendations Answers: Introduction In the contemporary business scenario decision making is very much depend o upon the primary and the secondary form of research. As the ledbury is one of the leading restaurants who are willing on the expansion of its restaurants chain for that the study is been conducted. The study will focus on the plan for the collecting data for the opening of new chain of restaurants for the ledbury (Cleland and King, 2008). Apart from that, the study will also focuses on the various form of data collection in order specify the feasibility of the project. With the help of various graph and charts, the decision making of the opening of restaurants chain in London will be very much possible across the UK. Task 1 Plan for collecting primary and secondary data Primary data collection: For primary data collection several customers from the various restaurants and the visitors at Trafalgar square are being consider, the primary for of data will be collect via on field survey questionnaire within the London. Primary data collection is very much needed for the first hand collection of data in order to understand the need of the consumers (DeCarlo, 2010). Secondary data: Secondary forms of data are collected via internet research, blogs, social media, company annual report and the other various sources. Apart from that, secondary sources of data is very much helpful in c gathering the informations about the research which is to collect the formation about the existing restaurants and their market share within the business (Gido and Clements, 2012). Secondary data also companies of various forms of journals, newspaper and magazines. Survey Methodology Sampling the sampling here would be used as customers and the manager of the famous restaurants in London. With the help of 55 customer based the 5 manager would satisfied the primary research. The survey methodology would be sued here is quantitative and qualitative form of survey (Ferraro, 2007). For qualitative, secondary form, data would be used from the existing companies and for the quantitative data is collected on filed questionnaire. Design a questionnaire to collect the data a. How often do you visit the restaurant? Options No of respondents Total respondents Response % Last 1 week 12 55 22% Last 1 month 16 55 29% Last 1 year 8 55 15% More than 2 years 10 55 18% More than 5 years 9 55 16% Graph 1: visiting the restaurants From the above, it has been found that, with more than 23% participants visits every week restaurants for the eatings. However, around 29% of respondents go restaurants with every month. The above scenario explains that every month every people visit the restaurant for eating. London is known for the variety of delicacies and the people are known or the quality eating and living (Barker and Chitty, 2009). With the rise in the restaurants business very shows that consumer are willing to taste the different for the delicacies and visit informal way or for occasions, which in both condition satisfies the thought of eating out. b. What are the factors that influences you towards the restaurants? Options No of respondents Total respondents Response % Service Quality 18 55 33% Brand Value 10 55 18% Ambience 13 55 24% Price 9 55 16% Others 5 55 9% Graph 2: factors that influence the consumer towards the restaurants Around 18% of respondents are very much quality preference rather than price. Secondly feels connection with ambience must be neat and clean rather than food quality with 24%. From the above , it has been found that most of the customer are being considered quality of food as their first preference among the other because the people living in London are very much known for their expensive life style and their love of quality delicacies are been known worldwide (Barlow, 2009). As the restaurants manager, it is an opportunity to offer a quality cuisine rather at value pricings. For pricing, company will be using penetration pricings. c. What type of dining do you prefer? Options No of respondents Total respondents Response % Chinese 14 55 26% French 9 55 16% Italian 11 55 20% Traditional (British) 17 55 31% American 4 55 7% Graph 3: Type of dining do you prefer Around 26% of the people of London are found of Chinese rather than other delicacies. Apart from that, the second best food, which has liked my most of people, was French in London. This shows that, rising in Chinese delicacies is been one of the major trend which has been followed by the world (Bates, 2009). The Chinese food was voted most preferable food globally by the Forbes magazines. d. What time you prefer to visit a restaurants? Options No of respondents Total respondents Response % Break fast 11 55 20% Lunch 19 55 34% Dinner 25 55 46% Graph 4: Time for visiting the restaurants From the above, around 34% of the respondents are being loved to dined out rather than having lunch or dinner. Secondly, company uses lunch as their escape route to visits the restaurants. As dining habit is very much has been known for several years. Dine out is one of the major speciality which has been followed by the generation in English (Carpenter and Fairhurst, 2009). As compare to other meals, most of the English love to have dined out because of the hectic schedules and the busy life of the Cockneys. e. How do you prefer your cuisine most? Options No of respondents Total respondents Response % Simple 14 55 25% Crafted 16 55 29% flavoured 8 55 15% Seasoned 10 55 18% Boiled 7 55 13% Graph 5: preference of your cuisine From the above, around 29% of respondents feels should, be crafter meal incorporate to other major food presenting process. Apart from that, other major restaurants goers wants their food in the simple way rather than flavoured. Summarise the data using the values For quantitative form of questionnaire, young adults with the age of 15-45 and income earning of chosen respondents from the 5000 per month has been chosen for the project at the places like Trafalgar square and various other restaurants like Bread kitchen, Heston Blumenthal and Barbeoa (Entrepreneur, 2015). Apart from that, there are two major available has been considered while collecting the data 1st Age and 2nd is Income before asserting the data. The collected data will be taken via non-probability sampling. The online sampling will be non-probability sampling. Customer participation will be based on likert scale. Analyse the results Measure of dispersions Age Population Under 18 9 18-25 21 25-35 45 35-45 19 Over 45 6 Graph 6: Total chosen population sample Mean Income = 15, 20, 21, 20, 36, 15, 25, 15 Sum of these 8 values is 167, so the mean is 167/8= 20.875 The above results shows that, the chosen age group has is 15k to 36 k. The chosen age group is being looking for the quality and cheap dinning in term of pricings. The price of the products must be lower in order to gain the differences. Measure of dispersion Standard deviations Differences SD SD2 15-20.875 -5.875 34.51 20-20.875 -0.875 0.76 21-20.875 -0.125 0.01 20-20.875 -0.875 0.76 36-20.875 15.125 228.75 15-20.875 -5.875 34.51 25-20.875 4.125 17.01 15-20.875 -5.875 34.51 By taking, the SD squares value. Sum is 35.87. The results are 350.875/7=501.25. This value is known as the variance. In order to take the Standard deviations, square root of the variance is considered. This would be (52.1235)2= 7.07. This shows that, measure of dispersion is 7.07 for the age group while selecting respondents. Analyses of percentile, quartile and the correlations coefficient Income Y Price ,X Price*Income SD 15000 128 1920000 1920000 20000 135 2700000 2700000 21000 148 3108000 3108000 25000 168 4200000 4200000 36000 179 6444000 6444000 40000 205 8200000 8200000 42000 332 13944000 13944000 44000 523 23012000 23012000 48000 928 44544000 44544000 50000 1028 51400000 51400000 mean 15947200 18116979.57 quartile 1st Quratile 22000 Median percentile 38000 43000 3rd Quarter percentile 43500 maxvalue percentile 50000 From the above, it has been found that, quartile value of the company is very much suggested that, quartile value is right side. The demand divides the data into two equal data set on income and the price offered by the various restaurants to the participants. The lower quartile is the value of the middle of the first set, where the 255 of values are very much smaller than the Q1, which is 75% larger. The quartile range of the company is shows that, restaurants and income group people are being taking high quality food with the increasing range of the price (Statista, 2015). Apart from that, it also has been found that, increasing income tend s the buyer to go for the higher price food. The taste and preference of the food is changing as per the income and age. One of the major recommendations is been identified during the research is that most of the customers are looking for quality as per their income. So the company should look to keep right quality and valued pricing instead of the using price skimmings. Besides that, extensive advertisement and the proposed quality food with right kind of quality and with right kind of approach lead the company to success in longer run (Ferraro, 2007). However, company should also look to use cost leadership strategy to gain the high market share. Task 2 Secondary research Restaurants in UK Global sales UK sales Arbys Kitchen 89.13 million 35429 Bonanza Steak house 16.301 million 13667 Yo Suhshi 9.3 million 6557 Loch Fyne 3.882 million 3522 Strdada 3.16 million 2251 Wagamama 3 million 2000 Zizzi 2.8 million 1925 Graph 7: Market share of UK Restaurants (Source: Adcock, 2010, pp-132) From the above , graph it has been found that , UK is biggest chain of the restaurants in world starting from the local cuisine to international cuisine. There has been ample evidence which shows that, market share of existing restaurant in UK (Gido and Clements, 2012). One of Arbys kitchen has highest market share of the its goodwill and the quality of food which it serves. As the compare to that, most of restaurants are been very much using the rotten or un-fresh vegetable and fruits which is why quality is lacking. For Global sales Graph 8: Global sales of UK restaurants chain (Source: (Carpenter and Fairhurst, 2010, pp-257) The global sales of Arby are highest because of the name and high brand in London. However, at recently junk food companies like McDonalds and Subway has been very popular and highest market share in worldwide including the UK. Growth of the restaurants chain Types of Restaurants Percent growth in UK (2013) Multi cuisine 38.9% Limited cuisine 20.1% Fixed cuisine 17.33% Seasonal cuisine 19.25% Quick cuisine 21.09% Graph 9: Growth of the restaurants chain (Source: Coviello and Winklhofer, 2008, pp-85) As per the above graph , it has been found that , cockney are very fond of multi cuisnie restaurants who serves world delicacies . Majority of the people are looking to switch to the multi cuisine restaurants with 38% in compare to the fixed or rather tropical based restaurants (Danaher and Johnston, 2009). The survey was conducted by the heath London chamber of commerce in order to help the new age entrepreneur. Forecasting the eating habits of the UK customer base Eating habit of consumers in UK 2005 2009 2013 Growth Salad 28.09% 39.08 48.09% Fresh Sandwiches 28.18% 34% 37.02% Boiled dinner 14% 19.08% 24% Fired Snacks 40.18% 29.09% 19.09% Sweets 44.09% 35% 38.11% Oily food 38.02% 18% 11.09% Graph 10: Forecasting the eating habits of the UK consumers (Source: Heylen et al. 2007, pp-54) In London, most of locales are being very much heath sensitive rather than price sensitive. Most of the people are found of the eating salad which has been increasing from the year 2009 (Bates, 2009). However, decrease in oily food and junk food id decreased from 40% in 2005 to 195 in 2013. This shows that demand of the food oily food is decreasing. Refer to PPT Prepare business Plan In order to open a restaurants business venture various forms of data feasibility study should be considered which also include the market feasibility and financial feasibility. With the help of primary research it has been found that, most of the customer in London is very much acquitted with the quality rather than price. Apart from that, another major factors would be pricing and ambience of the restaurants which is very much considered before moving to the restaurants (Entrepreneur, 2015). On the other hand, secondary research helps the organisations to cater large customer base. From the above research , it has been found that, most of restaurant are using fresh and quality form of food which is served within the London and global with rise in Abey restaurants because of its quality and the rest known for using low pricing strategies to gain the market base. However, rise in salads in UK market and the rise in boiled food rather than junk food is one of the major reason of concern for the ledbury restaurants (Hellman, 2005). Using appropriate tool for the restaurants business Activity Description Activity duration (days) Depends on A Preparing the business plan 10 - B Primary and secondary research plan 25 A C Hiring personnel 3 B D Work orders 60 C E Supply of equipments Assemble measure ingredients 20 C F Sources of funds 10 C G Renting a building 15 C H Installations of equipments 5 E,FG I Furntur fittings 10 DH J Monitoring 2 I Project plan Activity Depends on Normal time Crash time Normal cost Crash cost A - 10 8 4900 6000 B A 25 24 3000 6000 C B 3 2 2000 3300 D C 60 58 1600 3000 E C 20 19 5000 6000 F C 10 9 1800 4000 G C 15 13 6000 8000 H E,FG 5 4 8000 9000 I DH 10 9 3000 4000 J I 2 1 1000 2000 Figure 1: CPM of new restaurants business (Source: created by author) Table 1: Gantt chart (Source: Created by author) Financial tools NPV for new Restaurants business project Year Cash flow Present value 0 -500000 -500,000 1 200,000 181,818.18 2 300,000 247,933.88 3 200,000 150,262.96 NPV=80,015,02 Payback period of the restaurants chain business Payback period for 3 years Year Cash flow 0 -500000 1 200,000 2 300,000 3 200,000 Payback period =3+ (50, 0000/200,000) =5.5 years NPV is one of the major financial tool which shows that highest is the NPV higher chance of the choosing the project. In this case NPV is 80, 015,02. NPV considers time value of money which is most effective. Another major method is payback period which shows that lower would be year rate larger will be chance of according the project (DeCarlo, 2010). Since the investor will be restaurants within the 5 years, the project of restaurant business must be chosen. Conclusion From the above , study in has been found that , in order to open restaurants chain then the company need prepare primary research and secondary form research for decision making the market conditions. The primary research has helped the companies to gather the primary form of data which shows people of London are eager to prefer quality than price. Apart from that ambience and payment options are other major attractions for the customers. From the secondary research it has been found that, rising competition between the existing firms within the London and UK will be one of the major problems. People of London are very much narrowed towards the salads rather than fried food habits. Reference list Books Cleland, D. I. and King, W. R. (2008) Project management handbook, 4th ed. New York: Van No strand Reinhold. DeCarlo, D. (2010) EXtreme Project Management: Using Leadership, Principles, 4th ed. London: Kogan Page Limited Ferraro, J. (2007) The Strategic Project Leader: Mastering Service-Based Project Leadership, New York: Taylor Francis Gido, J. and Clements, J. P. (2012) Successful Project Management, 5th ed. London: McGraw-Hill Education. Adcock, D. (2010) Marketing: Principles and practice. 4th ed. London, Thousand Oaks CA: Sage Publication. Barker, N., and Chitty, W., (2009). Integrated Marketing Communications Asia Pacific Edition. 6th ed. New York, London: Routledge. Barlow, J. (2009) Excel models for business and operations management. 6th ed. New Jersey: John Wiley Sons Inc. Journals Bates, T. (2009) Analysis of Survival Rates among Franchise and Independent Small Business Startups, Journal of Small Business Management 33(2): 2636. Carpenter, J. M. and Fairhurst, A. (2009) Consumer shopping value, satisfaction and loyalty for retail apparel brands. Journal of Fashion Marketing and Management, 9 (3), 256-269. Connell, S. (2008) Travel broadens the mind The case for international research. International Journal of Market Research, 44 (1), 97106. Corstjens, M. and Lal, R. (2008) Building store loyalty through store brands. Journal of Marketing Research, 37 281-291. Coviello, N. E. and Winklhofer, H. (2008) Contemporary Marketing Practices Research Program: A Review of the First Decade, Journal of Business Industrial Marketing, 23 (2), 84-94 Danaher, P. J. and Johnston, W. J. (2009) How Firms Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices, Journal of Marketing, 66 (3), 33-46. Hellman, K. (2005) "Strategy-driven B2B promotions", Journal of Business Industrial Marketing, 20(1), pp.4 - 11 Heylen, J. P., Dawson, B. and Sampson, P. (2007) An Implicit Model of Consumer Behaviour. Journal of the Marketing Research Society, 37(1), 51-67. Websites Entrepreneur, (2015). Entrepreneur - Start, run and grow your business.. [online] Available at: https://www.entrepreneur.com/ [Accessed 21 Jan. 2015]. Statista, (2015). Healthy eating habits when dining out U.S. 2014 | Statistic. [online] Available at: https://www.statista.com/statistics/327004/healthy-eating-habits-of-consumers-in-restaurants-us/ [Accessed 21 Jan. 2015].