Search results for: Shivan Bhagwandin

Authors: Melanie Girdharilall, Anjli Himraj, Shivan Bhagwandin, Marike Venter De Villiers

Abstract:

The allure of luxury has long been attractive, fashionable, mystifying, and complex. As globalisation and the popularity of social media continue to evolve, consumers are seeking status products. However, in emerging economies like South Africa, where 60% of the country lives in poverty, this desire is often far-fetched and out of reach to most of the consumers. As a result, luxury brands are introducing masstige products: products that are associated with luxury and status but within financial reach to the middle-class consumer. The biggest challenge that this industry faces is the lack of knowledge and expertise on black female’s hair composition and offering products that meet their intricate requirements. African consumers have unique hair types, and global brands often do not accommodate for the complex nature of their hair and their product needs. By gaining insight into this phenomenon, global cosmetic brands can benefit from brand expansion, product extensions, increased brand awareness, brand knowledge, and brand equity. The purpose of this study is to determine how cosmetic brands can leverage the concept of masstige products to cater to the needs of middle-income black African woman. This study explores the 18- to 35-year-old black female cohort, which comprises approximately 17% of the South African population. The black hair care industry in Africa is expected a 6% growth rate over the next 5 years. The study is grounded in Paul’s (2019) 3-phase model for masstige marketing. This model demonstrates that product, promotion, and place strategies play a significant role in masstige value creation and the impact of these strategies on the branding dimensions (brand trust, brand association, brand positioning, brand preference, etc.).More specifically, this theoretical framework encompasses nine stages, or dimensions, that are of critical importance to companies who plan to infiltrate the masstige market. In short, the most critical components to consider are the positioning of the product and its competitive advantage in comparison to competitors. Secondly, advertising appeals and use of celebrities, and lastly, distribution channels such as online or in-store while maintain the exclusivity of the brand. By means of an exploratory study, a qualitative approach was undertaken, and focus groups were conducted among black African woman. The focus groups were voice recorded, transcribed, and analysed using Atlas software. The main themes were identified and used to provide brands with insight and direction for developing a comprehensive marketing mix for effectively entering the masstige market. The findings of this study will provide marketing practitioners with in-depth insight into how to effectively position masstige brands in line with consumer needs. It will give direction to both existing and new brands aiming to enter this market, by giving a comprehensive marketing mix for targeting the growing black hair care industry in Africa.

Keywords: africa, masstige, cosmetics, hard care, black females

Procedia PDF Downloads 59

Authors: Shivan Sirdy

Abstract:

In this study, we discuss the properties of absolute void space or the universe at zero seconds, and how these properties play a vital role in creating a mechanism in which the very first particle gets created simultaneously everywhere. We find the limit in which when the absolute void volume reaches will lead to the collapse that leads to the creation of the first particle. This discussion is made following the elementary dimensions theory study that was peer-reviewed at the end of 2020; everything in the universe is made from four elementary dimensions, these dimensions are the three spatial dimensions (X, Y, and Z) and the Void resistance as the factor of change among the four. Time itself was not considered as the fourth dimension. Rather time corresponds to a factor of change, and during the research, it was found out that the Void resistance is the factor of change in the absolute Void space, where time is a hypothetical concept that represents changes during certain events compared to a constant change rate event. Therefore, time does exist, but as a factor of change as the Void resistance: Time= factor of change= Void resistance.

Keywords: elementary dimensions, absolute void, time alternative, early universe, universe at zero second, Void resistant, Hydrogen atom, Hadron field, Lepton field

Procedia PDF Downloads 171

Authors: Shivan N. Hussein, Ihsan K. Zangana

Abstract:

A total of 2358 sheep and 532 goats were examined for the presence of macrocystis of Sarcocystis. For microcysts, different muscle tissues were randomly taken from 118 sheep and 110 goats. Macrocystis were examined through naked eye inspection, while microcysts were examined microscopically by using histopathology, pepsin digestion, mincing & squeezing, and muscle squash method. Overall prevalence of macrocystis was 1.2% in sheep and 2.6% in goats. The intensity rate of the cysts was 4 cysts/ gram in sheep & 3 cysts/ gram in goats, respectively, while the overall prevalence of microcysts in sheep and goats was 96.5%. The infection rate in sheep was 96.6% and in goats was 96.4%. The total intensity rate of microcysts was 32.4 cysts/ field in sheep and 16.8 cysts/ field in goats, respectively. Histopathological examination found different shapes, size, wall thickness, and intensity rates of microcysts in muscle tissues of sheep & goats. The pathological reaction showed mild to moderate granulocytosis, and mononuclear cells infiltrated surrounding the microcysts with necrotizing and degeneration of myofibrils. The largest average size of spindle and round shaped cysts (290 ± 89.7 x 76.1 ± 10 µm and 88.8 ± 10.3 µm) in goats and (127.2 ± 18.9 x 53.3 ± 5.4 µm and 74.4 ± 7.5 µm) in sheep, was detected in the esophageal muscle. Statistically, there was a significant difference (p < 0.05) in the prevalence of macrocystis in sheep and goats, while no significant difference (p > 0.05) was observed in the prevalence of microcysts between both animal species.

Keywords: macrocystis, microcysts, intensity rate, measurement size

Procedia PDF Downloads 110

Authors: Bhawna Shivan

Abstract:

Indian monuments have been spoken of as for variety, extent, completeness and beauty unsurpassed perhaps unequaled in world. India’s monumental heritage is a part and parcel of India today. The underlying issue with the monumental heritage in contemporary times is that these monuments suffered many times with various degrees of threats/ pressures which hampered their beauty. In the current situation, the urbanization policies for sustainable development and tourism management pay no attention to the basic point of conservation and protection of these cultural heritages rather they focus more on profit earned from these sites. Many times rich heritage is found balancing between conflicting pressures of conservation of heritage elements with sustainability and local economic development. There is a need of a new attitude to India’s independent and democratic ideology. The paper will enquire about the historical perspective by analyzing and understanding the importance of Mughal Architecture while focusing on Humayun Tomb while assessing the value and sentiment people attach to these monuments. It will also put the focus on the future of these monuments in the era of globalization and urbanization. The role of public and private authorities for conservation and sustainable development of these monuments. As well as assessing other facilities like toilets, parking, eatery joint, Museum with Display of structural representation and display of books, and a mobile shop. The research will be helpful in assessing the importance of heritage buildings whether they are a tool of enhancing ‘Tourism Industry’ for Central and State Government or really there is still some future of these monuments. Can we still consider these heritage sites as the integral part of our society in this urbanized world? The study will also analyze the attitude of the central and state government towards a building when it declared as a ‘World Heritage Site’. The study will also examine how the Youth and other aged generations append their sentimental values towards them, say (what is their purpose of coming to a heritage site, what makes them coming here, how they view this particular monument) Apart from this, probing the factors such as rapid growth of cities and its population, increasing value of urban land and effect of globalization on urban growth pattern that are capable of producing a variety of threats and pressures on any monument for instance Humayun Tomb.

Keywords: globalization, monuments, tourism, urban heritage

Procedia PDF Downloads 260