Role of Packaging on Consumer Buying Behavior in Mauritius free essay sample

The purpose of this research is to know the relationship between independent variable and dependent variables. The research is based in Patan District of Gujarat (India). The packaging is the most important factor. The consumer buying behavior is dependent on the packaging and on its features. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. Commons Attribution-Noncommercial 3. Unported License http://creativecommons. org/licenses/by-nc/3. 0/), permitting all noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Role of Packaging on Consumer Buying Behavior – Patan District Mr. Mitul M. Deliya ? Mr. Bhavesh J. Parmar ? Keywords : Consumer Behavior, Packaging. I. I Introduction n nowadays competitive environment the role of package has changed due to increasing self-service and changing consumers’ lifestyle. We will write a custom essay sample on Role of Packaging on Consumer Buying Behavior in Mauritius or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Firms’ interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs. According to Rundh (2005) package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about product. Also package imparts unique value to products (Underwood, Klein Burke, 2001; Silayoi Speece, 2004), works as a tool for differentiation, i. e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior (Wells, Farley Armstrong, 2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer’s purchase decision. In this context, seeking to maximize the effectiveness of package in a buying place, the II. Key Terms Defined a) Consumer Buying Behavior Process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. Author ? : Assistant Professor, S. K. College of Business Management, Hem. North Gujarat S. P. University, Patan – 384265. E-mail : [emailprotected] n Author ? : Assistant Professor, MBA Department, Sankalchand Patel College of Engineering, Visnagar – 384315. Email: [emailprotected] com b) Packaging Packaging can be defined quite simply as an extrinsic element of the product. Packaging is the container for a product. Â © 2012 Global Journals Inc. (US) Global Journal of Management and Business Research Volume XII Issue X Ve rsion I Abstract The aim of this article is to get the A study to point towards role of packaging on consumer buying behavior. The basic purpose of this it is to find out how such factors are behind the success of packaging. The purpose of this research is to know the relationship between independent variable and dependent variables. The research is based in Patan District of Gujarat (India). The packaging is the most important factor. The consumer buying behavior is dependent on the packaging and on its features. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision. researches of package, its elements and their impact on consumer’s buying behavior became a relevant issue. Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer’s purchase decision.

viral infections essays

viral infections essays VIRAL INFECTIONS: THE TRUE WHYS AND WHAT NOWS It all started with a little tickling in my throat. I forged ahead, knowing all too well what that feeling meant, I was getting sick. I convinced myself to just not think about it and it would just go away. This whole time there was an army of alien species amassing in my bloodstream and older cells. They are horrifyingly ugly, like something straight out of H. R. Geigers imagination. They writhe and twitch while they are on the hunt for one of your precious body cells. One can almost imagine them squealing to one another "Thats the one fellas, that is the cell we turn into Fort Viri!!". Then they attack, attaching their bodies to the cells only defense, its outer wall. The cunning viri know this dance all too well, the cell has no chance. All too quickly the viri convince the cell, via complex chemical codes to admit the viri into its life blood, the cytoplasm. Soon they would turn this doomed cell into a virus nursery, churning out countless clones of the virus that converted the original cell. I now must resign myself to the fact that I have somehow come into contact with a virus and it has started to multiply in my body. By now the symptoms are undeniable and all encompassing. I have the flu. Viral infections are caused by a host organism taking in and precipitating the reproduction of viruses. These infections bring with them a miriad of symtoms including, but not restricted to fever, general achiness, increased mucous production, and general sluggishness. This entire chain of events starts when a person comes into contact with a virus. This can happen a number of ways: contact with infected body fluids, contact with the mucous membranes of an infected person, and even inhalation of airborne viri. When one comes into contact with a virus, it wastes no time in making your body its new home. It quickly finds a bo ...

Take a company of your choice... Describe how you would launch a new Essay

Take a company of your choice... Describe how you would launch a new product or service with that company using t - Essay Example ....................................................................... 4.0 The Sainsbury Style Service Model......................................................................... 5.0 Entry Strategy, Targeting Strategies and Critical Dimensions of Marketing Mix. 6.0 Marketing Objectives............................................................................................... 7.0 Conclusion References EXECUTIVE SUMMARY Sainsbury, a renowned UK grocery retailer, is currently seeking diversification strategies to sustain its revenue growth in a highly competitive environment where competitive rivalry often dictates business strategy direction. Sainsbury will be expanding into personal grooming services targeted primarily at young male adult consumers between the ages of 18 and 34. This service model will be positioning under premiumisation strategies justified by years of brand loyalty achieved by the business through consistent and socially responsible marketing efforts. To ach ieve objectives of improving revenue by 18 percent, the new service, Sainsbury Style, must align the most critical dimension of business strategy, the promotion function in the marketing mix, with key lifestyle and attitudinal factors for this target segment. Sainsbury Style 1.0 Introduction Sainsbury’s is one of the largest grocery retailers in the United Kingdom, maintaining approximately a 16 percent market share over such competitors as Morrison’s and Tesco. In recent years, in this oligopolistic market structure, major competition to Sainsbury has begun diversification strategies in order to gain a market share and improve its revenue position through new market engagement. An oligopoly is a market environment with very few large competitors and where competitive rivalry is important external threats (Boyes and Melvin, 2005). In order to compete successfully, Sainsbury must begin providing supplementary services unrelated to grocery procurement with a private labe l brand focus. Tesco, its largest competitor, witnessed a 100 percent growth in private label brands from 1982 to 2004 (Coriolis Research, 2004). To effectively diversify, Sainsbury will be launching the Sainsbury Style service, a hair styling, sculpting and consultation service targeted primarily at young male consumers, a private brand benchmarking existing promotional success for private label food promotions. 2.0 Methodology Examination of trade-related publications, corporate annual reports, and research literature on psychographic segmentation and targeting was conducted to gain a richer perspective on the opportunities of diversification for Sainsbury. In order to successfully launch this new service concept at the organisation, trends in consumer purchasing of personal beauty products and services were necessary to predict revenue growth and demand in the desired male target market group. 3.0 Situation and Market Analyses Sainsbury has had difficulty in gaining a market shar e over major competition such as Tesco as it is becoming commonplace for these major grocery competitors to select diversification strategies to maximise revenue growth in a rapidly maturing industry. Sainsbury has managed, through years of effective integrated marketing strategies, to establish a well-recognised and favoured brand in diverse market segments. The business must capitalise on its brand personality to realise an effective launch of Sainsbury Style. 3.1 PEST and SWOT Analyses Research did not uncover any imperative political factors

Introduction to Social Sciences (inequality based on race) Essay

Introduction to Social Sciences (inequality based on race) - Essay Example A community incorporates people who share a common characteristic inclusive of a geographical area and traditional values. Patterns of racial segregation are not natural outcomes. According to Law (2013), racial discrimination will act as a proponent that will indicate the relationship of inequality and the society. The social mechanism will also explain the interconnected social attributes create persistence in racial difference. The paper will focus on the power and the global community aspects of social sciences with the aim of understanding the world better. Social inequality is a scenario that occurs through the uneven distribution of available resources in the community. In the case of inequality based on race, the skin color acts as the dominating factor in the allocation of resources. The issue of racism has been on the rise given the continued increase in the interaction among individuals from different nations. As a result, human welfare all around the world faces patterns of inequality that is recurrent in nature. For instance, cities around America exhibit racial discrimination to African Americans from the east coast to the west coast. Bonilla-Silva illustrated that the boundary of racism is very legible in the U.S as the black community find it very hard to get jobs and access quality education as compared to the Americans (2013). Racism dates back to the ancient age where people simply disliked certain attributes of a particular culture. Right from the upbringing, parents warned children against associating with some races. The media also participated in re-enforcing racism into the minds of individuals. The mentioned factors made the co-existence of people of different ethnicity and skin color in the society unbearable. With time, the nature of hatred turned into a foundation of prejudice. The outcome of the stated social practice is that

Sikh youth in North America - kirpan-wearing and other legal Essay

Sikh youth in North America - kirpan-wearing and other legal - Essay Example One of the biggest hurdles for these immigrants to overcome has been and still is the toleration of religion. Many people do not understand a culture they have not grown up with. It has been no different for the Sikh people though they too are a monotheistic religion that primarily originated in India (Hawley & Mann 1). The people who practice Sikhism have been discriminated against simply for their beliefs and their traditional dress. In order for cultures to get along while living in the Western civilization, it has become essential for people to understand the Sikh traditions and Sikhism. It has been equally important for the Sikhs to understand the views of the rest of the world. Violence is essentially one of the main reasons that caused Sikhs to migrate. Their Golden Temple Shrine was invaded, people were assassinated, and there was a complete massacre of numerous Sikhs in Delhi, India. The Sikhs wanted to flee for a place of safety. Teachers and students of Sikhism have numerous struggles in order to stay true to their history and tradition, their written religious texts, the beliefs and practices of the religion, and the collective identity of the people as a whole (Hawley & Mann 1). In order for the Sikh to be introduced into academics and to introduce students to the culture and religion, some Sikhs may be stricter while others have become more westernized so life is easier for them. To completely teach the practices and the history behind Sikhism, to do so may be challenging. Hawley and Mann wrote â€Å"Studying the Sikhs: Issues for North America,† in 1993 in order for students and religion teachers to have a format to follow. This is like a guidebook to help lay out what the Sikhs believe, what their culture and history is and many other facts about their symbols and traditions. While the Sikhs have their own perspective, Mann represents the culture, providing

Analyses Proposals The Coffeemate Brand Uk Marketing Essay

Analyses Proposals The Coffeemate Brand Uk Marketing Essay Firstly, this report will analyse the current position of the Coffee-Mate on the market place in the UK and secondly, will be given proposals for future strategic development of the Coffee-Mate brand in the UK. There should not be mass targeting in the cream powder market, however the segmentation of the market will help to identify potential buyers or buyers and will separate them into clusters within parallel buyers pattern. The important role plays the marketing mix such the right product, the right place, the right promotion at the right time. The Coffee-mate should preferably maintain and improve the market position, however it can be costly and not very often cost successful. The promotion which should be used for the Coffee-mate should be more determined on the product differentiation. It should show why the Coffee-Mate is different from the ordinary powder creamer and why the consumers should use the Coffee-Mate and nothing else. Also it should be considered a new distribution plan and the volume of products to offer. There should be a high concentration on the segments which are targeted and choice of the right product to this segment. The right marketing mix is a crucial for a suc cessful and profitable product. Contents Introduction In this report it will be firstly analysed the Coffee-Mate brand and current position on the market place in the UK based on the information from case of study the Coffee-Mate (Kotler at al, 2008). Secondly, it will be given proposals for future strategic development of the Coffee-mate brand in the UK. Firstly, there should be asked the key questions in strategic marketing management (Wilson and Gilligan, 2005). Where are we now? Where do we want to be? How might we get there? Which way is the best? How can we ensure arrival? The Nestle Coffee-Mate brand background The Coffee-mate was first introduced in 1961 as first non-diary powdered creamer in US by Nestle. In 1989 was introduced Nestle Coffee mate liquid, which was number one of non- dairy product on the market. Nestle Coffee-Mate developed a different flavours of powdered cream to keep their customer interesting in and buying their products. Nestle changed the view of kitchen coffee to cafe coffee made in the kitchen (http://www.coffee-mate.com/Faq.aspx). Customers of Coffee-mate can enjoy the different flavours also seasonal flavours (Gingerbread and Eggnog) and special edition, furthermore Coffee-mate can be found in fat free, reduced fat and sugar free in powdered and liquid products. The brand is playing important role for the Coffee-Mate. The Coffee-Mate is part of the Nestle, well known brand which will add value to the product and will differentiate Coffee-Mate from its competitors. The Nestle is using corporate umbrella branding where the companys name is attached to the entire p roduct portfolio (Wilson and Gilligan, 2005). For Heinz the umbrella is covering a wide range of products drinks (NESCAFÉ Gold Blend), breakfast cereals, and chocolate full Nestle portfolio (Appendix 1). There are advantages of corporate umbrella branding. Firstly, in Nestle case it can be reduced cost for a new campaign (promoting only the new product not the brand) and the brand name of Nestle is already well-known and established. McDonald at al (2008) believed that using corporate umbrella branding can be a disadvantage the brand name to not be as strongly identified with any one product also it can be argued that Nestle will lose the name as a coffee and chocolate brand. McDonald at al (2008) agreed that the brand dilution occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand. Market and environmental analysis Where are we now? Wilson and Gilligan (2005) believed that the importance of organizations performance in the market place is influenced by three key factors: The organizations current market position The nature of environmental opportunities and threats The organizations ability to cope with environmental demands. The Nestle Coffee-Mate current position on the market is seen by managers of Nestle as less growth potential than for example Nestle food products. In the result, the budget for marketing campaigns was minimized, however the budget for ground coffee increased  £43 million campaign aimed at reminding people that instant coffee is 100% real coffee made from pure and natural coffee beans and nothing else (Nestle press releases,2009). The coffee creamer market has advantages and disadvantages. Coffee creamer products have a better whitener use than dried or powdered milk, however consumers sees coffee creamer as something for special occasions but not for their daily coffee. The market for coffee creamer is complicated with different types of consumers behaviour. Firstly, there are consumers who will not use powdered milk or cream at all. Secondly, there are users who will use powdered milk into their coffee but will not use cream (the taste is changed). Thirdly, users will use Coffee-Mate only in case of emergency (run out of milk or cream). Fourthly, there are users who are using coffee cream daily however consider creamer as a treat. The use of Coffee-Mate correlates with consumption of coffee in UK. The average consumption of coffee is about 3kg per head in the UK, which is about 1.5 cups per day which is low compare to Italy, France or Germany (5kg) and in the Scandinavian or Benelux region (11-13kg)(Kotler a t al, 2008). The national Food Survey suggests that there is correlation between weekly income and consumption of coffee (the higher income the higher consumption of coffee). The UK coffee market is up 19% from 2002 ( £720 million in 2007). Instant coffee contributes 81% of market share however it can be seen shift from instant coffee into premium non-instant coffee (Mintel, 2008). On the other hand, Mintel researchers found that one in five consumers agree that it is too much effort to make ground coffee at home (Mintel, 2008). The strengths and weaknesses (strategic and marketing analysis) The main strengths of the Coffee-mate are its capability to replace the real cream or milk and the length of the life time storage, however legally it cannot be defined as non-diary because it contains ingredients such vegetable fat and dried glucose which contains a real milk derivates. The weaknesses of the Coffee-mate are firstly its limitation in sales. Secondly, the Coffee-mate it is not weekly shopping item and preferably consumers are buying fresh cream or milk instead of the powdered. Consumers see using powdered cream or milk just in emergency situation and furthermore not all the coffees are made with milk or cream. Thirdly, the Coffee-mate is not independent product and can be consumed only with coffee. Customer analysis The customers of the Coffee-mate are consumers who are buying instant or ground coffee and using powdered milk or coffee creamer. The survey was done by TGI and divided consumers into five potential groups for Coffee-Mate. The key variables used by TGI to segment the market are: income, age, social grade, concerning about health and environment, shopping activity and budgeting, social places (pubs, restaurants), brand versus own label, travelling, media (TV, radio, newspapers)  , number of children at home, area where they live, level of consumption of Coffee-Mate and creamers and occupation. TGI user survey divided consumers into five clusters Appendix 2. Cluster 1: Sharon and Tracy Experimentalists (Sample proportion: 15.4 %) Cluster 2: Eileen and Mary Cost constrained, older, and conservative (Sample proportion: 23.6 %) Cluster 3: Sarah and Anna Affluent, Young foodies (Sample proportion: 24.4 %) Cluster 4: Dawn and Lisa Cost constrained, Young families (Sample proportion: 13.9 %) Cluster 5: Dorothy and Amy Affluent (Sample proportion: 22.7 %) Market share Cluster 1 Sharon and Tracy 15, 4 % Cluster 2 Eileen and Anna 23, 6% Cluster 3 Sarah and Lisa 24, 4% Cluster 4 Dawn 13, 9% Cluster 5 Dorothy and Amy 22, 7% Source: TGIs user survey Competitor analysis The main competitors of the Coffee-Mate on the market place are fresh milk and cream (Appendix 3). For the coffee creamer market the main competitors are Compliment, Kenco, Compleat, own label and others (Appendix). Coffee-Mate has about 55% market share on the coffee creamer market. To be successful and better than competitors Coffee-mate has to concentrate on advantage for example a capacity to replace the milk which the Coffee-Mate has. To be better than competition it has to be known how the competition markets their products. The four main questions have to be asked: What is each competitors current strategy? How are competitors performing? What are their strengths and weaknesses? What can we expect from each competitor in the future? (Wilson and Gilligan, 2005). Strategic direction and strategic formulation Where do we want to be? Market segmentation, targeting and positioning It can be argued that the market for cream powder is segmented, however not mass targeted. The segmentation of market helps to identify group of buyers or potential buyers and divide them into groups within similar buyers pattern (Wilson and Gilligan, 2005). It is advantage for marketer to segment the market because the marketer then decides which segments present the greatest opportunity which are its target markets (McDonald at al, 2008). Not everyone likes the milk or cream into their coffee. Therefore, the marketers will divide up the market into the segments by exploring behavioural, demographic and psychographic differences within buyers (McDonald at a, 2008). The Coffee-Mate developed strategic marketing to target the market segment. The particular segment cannot be contented with only one product. If the Coffee-Mate was targeting only one segment 41% of the 55% (McDonald at al, 2008) the current market share however it will lose 14.5% which is owned by Coffee-Mate Lite. The Coffee-Mate has to use multiple segments and obtain a greater market share of coffee cream market. How might we get there Strategic choice which way is the best? The American Marketing Association (AMA) in 1985 said Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. To achieve the needs of the target segments the right marketing mix must be developed. The product (Coffee-Mate) has to be accessible in the right place (distribution), at the right price and in the right time (McCarthy, 1960). Thomas (1987) also believed that the product or services offering of a company or organization ultimately determines the nature of the business and the marketplace perception of the business. In this sense it is the core of the marketing management function. The product Coffee-Mate will have to satisfy the target segment. In this case, it will be difficult to satisfy many segments for this reason the preference segments will be identified clustered preferences (natural market segments). TGI user Surveys identified five potential consumers for Coffee-Mate. Based on the Appendix 3 it can be seen and argued who are potentially the most profitable group and which should be targeted. It can be said that Dawn and Lisa (young families, 13.9% sample proportion) and Sharon and Tracy (experimentalist, 15.4% sample proportion) will become Eileen and Mary (older and conservative, 23.6% sample proportion) and Sarah and Hannah will lose attractiveness for this segment (Kotler, 2008). The Coffee-Mate marketing MIX Product Abbot (1995) highlighted about product What people really desire are not the products but satisfying experience, however Levitt (1976) argued that the products have to be seen as the benefits not the functions. The Coffee-Mate is the product with a strong position (55% market share) on the market place, however it can be argued that one of the important aspects is brand name. Nestle is a strong, well -known brand and instead of creating, developing and maintaining a new one the Coffee-Mate become part of it. Wilson and Gilligan (2005) also agree that it is only in this way that the organization is able to promise and continue to deliver to the consumer a superior value than that offered by competitors. The importance of the coffee-mate product is in which phase of the product cycle is. The Coffee-mate cream powder is probably in the mature stadium. There is not a rapid growth on the UK market also there is not a sign of the new entries on the market or decline in demand for the Coffe e-Mate. Price The price is one of the important factors of the marketing mix. If there is wrong pricing decision the competitors will win and Nestle will lose their customers. Managers have to know the pricing strategies of their competitors and how big are their financial resources to cope with their competition. The Coffee-Mate should concentrate on the maintenance and improvement of market position (Wilson and Gilligan, 2005). Advantage of this objective is the improvements of the market share however it can be very costly and not often cost effective. Coffee-mate is already in leading position (55% market share) but there is danger that they will lose it. One the factors can be the lack of finance for campaign and promotion. Promotion Promotion is also important aspect of the marketing mix. It can be said that promotion is the visible face (Wilson and Gilligan, 2005) which symbolize the product and communicate with customers. In 2002 Nestle spent  £1m on the Coffee-Mate campaign to change customers opinion on the coffee whitener from coffee whitener to coffee enhancers with main slogan Coffee-mate does it for coffee so deliciously creamy tasting its almost improper (http://www.campaignlive.co.uk, 2002). In 2007 there was marketing campaign which promoted the Coffee-Mate Even when there is milk around (Appendix 5). It was previously discussed that young families, experimentalist, older and conservatives are the market which should be targeted. The tools which can be used to target the market can be: the TV, newspaper and a new medium Facebook and Twiter (Appendix 6). The new campaign should be more concentrated on the product differentiation. There are not other competitors who are producing powder cream or liqu id with different taste (Appendix 7) and sticks pad which can be used on the go. The Coffee-Mate should have distanced more from other in the market and create a major competitive advantage. To create competitive advantage there have to be understanding of particular segment, however the disadvantage of product differentiation can be limited opportunities for the sector growth and creating differences that customers do not value (Wilson and Gilligan, 2005). Furthermore, they have to convince the customer that the Coffee-mate is better than competitors products. Place The distribution plan is final and also important part of marketing mix. The right choice of distributors and volume distributed can make huge impact on the volume of products sold. To achieve the competitive advantage the right distribution channel has to be recognized. The Coffee-mate is sold by retailers (Morrison, Tesco, Sainsbury,), Internet and through other channels however there should be considered other options workplace, universities and hospitals. There is a huge opportunity to be a successful. Full-time working women agreed first thing in the morning I tend to have coffee with semi-skimmed milk, but towards 11 oclock I want something which is more relaxing, more substantial, so I have coffee with Coffee-Mate. It seems to be comforting. (Kotler at al, 2008). The distribution of the Coffee-Mate into the coffee machine which are in the workplace, universities or hospital will bring benefits, improve a market share and bring a new customers. To select a right channel of dis tribution the plan has to be considered (Wilson, 1983). Marketing MIX in use The different option (Coffee- Mate Lite, Gingerbread, Pumpkin) will influence the marketing mix of the Coffee-Mate. There have to be concentration on the segment which is targeted and the product which is offering to this segment. The product has to convince the segment market which is for example colour of packaging, the size and quality. It will be impossible to convince a lot of segment markets with only one product like the Coffee-Mate. The price will be influenced by the cost production, consumer demand and advertisement cost. The launch of the new favour such Lite, Mocha or Latte there have to be research that there will be high consumers demand for this products. Conclusion In this report the current marketing positions of the Coffee-Mate brand was analyzed and after were given proposals for future strategic development of the Coffee-mate brand in the UK. The Coffee-Mate is currently in the leading position, however the managers do not see the potential growth in the future. Despite this believe, the Coffee-Mate has a benefit of the length storage compare to fresh milk or cream, however powder cream is still seen as the treat by users and as the emergency by non-users. The market was divided by TGI into five clusters and the most profitable group was chosen and will be targeted. The best way how to achieve the success such as market growth and profitability can be done by better segmentation of the market and better clustered preferences. The Coffee-Mate is not just cream powder and the campaign has to say it to the potential costumers. The Coffee-Mate should create the competitive advantage from the differentiation. The Coffee-Mate has to persuade the consumers that they are better than their competitors. The crucial is the concentration on the segments which are targeted and chose the right product for this segment.

The Scottsboro Trials, Brown v. Mississippi, and trial of Tom Robinson

The Scottsboro Trials, Brown v. Mississippi, and trial of Tom Robinson in Harper Lee’s To Kill a Mockingbird The purpose of this essay is to compare three very similar cases, the Scottsboro Trials, Brown v. Mississippi, and the fictional trial of Tom Robinson in Harper Lee’s To Kill a Mockingbird; and to prove why the defendant of the third trial never had a chance. Each took place in the rural South in the 1920’s and 30’s and involved the unfair conviction of young black males by all-white juries pressured by the threat of mob violence. Each lacked the evidence sufficient for conviction, most especially for the death penalty. Last, heroes emerged from each trial and made small but solid steps towards equal justice for all. â€Å"ROOSEVELT IS ASKED TO INTERVENE TO PROTECT SCOTTSBORO NEGROES: Warning of 'Massacre' of Seven Prisoners and Their Lawyers at Decatur (Ala.) Court Today, Defense Counsel Wire President a Plea to Obtain State Troops† (Linder), reads a headline from the New York Times on November 20, 1933. The nine Scottsboro boys accused of rape and their attorneys were scared to death, but the government did not seem to acknowledge their danger. The article also mentions Patterson’s previous trial where â€Å"Circuit Judge Horton, presiding, took judicial notice of incipient mob action to lynch defendants and attorneys by ordering soldiers in open court to shoot if necessary to preserve the peace† (Linder). On March 25, 1931, Victoria Price, a known prostitute, and Ruby Bates accused nine Negroes of raping them on a train in Northern Alabama. The trial took place in Scottsboro, amid much anti-black sentiment. An all white jury sentenced eight of the nine to death, despite the fact that one was blind and one could... ... about an ordinary hero, someone who merely did his job, and stood up to adversity, despite the cost to his career, himself and his family. These should not have been exceptional tasks, but the society that surrounded them caused them to stand out. Guilty or innocent, the Negro man did not stand a chance in the Depression Era rural South. Works Cited Cortner, Richard C. A â€Å"Scottsboro† Case in Mississippi. Jackson, MS: University Press of Mississippi, 1986. Lee, Harper. To Kill A Mockingbird. New York: Time Warner, 1982. Linder, Douglas O. The Later Scottsboro Trials (1933-1937). 9 March 2002 To Kill a Mockingbird: Then and Now. 31 July 1997. Think Quest. 10 March 2002 The Scottsboro Trials, Brown v. Mississippi, and trial of Tom Robinson The Scottsboro Trials, Brown v. Mississippi, and trial of Tom Robinson in Harper Lee’s To Kill a Mockingbird The purpose of this essay is to compare three very similar cases, the Scottsboro Trials, Brown v. Mississippi, and the fictional trial of Tom Robinson in Harper Lee’s To Kill a Mockingbird; and to prove why the defendant of the third trial never had a chance. Each took place in the rural South in the 1920’s and 30’s and involved the unfair conviction of young black males by all-white juries pressured by the threat of mob violence. Each lacked the evidence sufficient for conviction, most especially for the death penalty. Last, heroes emerged from each trial and made small but solid steps towards equal justice for all. â€Å"ROOSEVELT IS ASKED TO INTERVENE TO PROTECT SCOTTSBORO NEGROES: Warning of 'Massacre' of Seven Prisoners and Their Lawyers at Decatur (Ala.) Court Today, Defense Counsel Wire President a Plea to Obtain State Troops† (Linder), reads a headline from the New York Times on November 20, 1933. The nine Scottsboro boys accused of rape and their attorneys were scared to death, but the government did not seem to acknowledge their danger. The article also mentions Patterson’s previous trial where â€Å"Circuit Judge Horton, presiding, took judicial notice of incipient mob action to lynch defendants and attorneys by ordering soldiers in open court to shoot if necessary to preserve the peace† (Linder). On March 25, 1931, Victoria Price, a known prostitute, and Ruby Bates accused nine Negroes of raping them on a train in Northern Alabama. The trial took place in Scottsboro, amid much anti-black sentiment. An all white jury sentenced eight of the nine to death, despite the fact that one was blind and one could... ... about an ordinary hero, someone who merely did his job, and stood up to adversity, despite the cost to his career, himself and his family. These should not have been exceptional tasks, but the society that surrounded them caused them to stand out. Guilty or innocent, the Negro man did not stand a chance in the Depression Era rural South. Works Cited Cortner, Richard C. A â€Å"Scottsboro† Case in Mississippi. Jackson, MS: University Press of Mississippi, 1986. Lee, Harper. To Kill A Mockingbird. New York: Time Warner, 1982. Linder, Douglas O. The Later Scottsboro Trials (1933-1937). 9 March 2002 To Kill a Mockingbird: Then and Now. 31 July 1997. Think Quest. 10 March 2002