Online Shopping In India

Online Shopping In IndiaOnline brand is the process of inquirying and purchasing wares or services everywhere theInternet. The earliest online livestocks went into bloodline in 1992, and onlineretailingtook over a earthshaking segment of the retail market during the first decade of the twenty-first century, as ownership of personal computers change magnitude and established retailers began to offer their products over the Internet.Consumers across the globe argon increasingly swapping crowded gunstocks for one-click whatchamacallit, as online obtain becomes a safe and usual option. Online shop has some advantages over shop in retail stores, including the talent to easily comp be prices from a range of merchants, access to a total selection of merchandise, being open 24*7 and the convenience of non having to drive to a physical store. But despite that the online obtain cannot stand in the experience of shop in a retail store or the entertainment value of going to a m all or market. A customer who knows exactly what he or she wants can look it up online, read and comp are the information, and purchase from the site that offers the best price or service. But a shopper who is uncertain what to look for, or who just enjoys shop with items on display, will prefer a retail store where the merchandise can be seen, handled and sample. The dcor, music and arrangement of goods in a retail store creates a multi-dimensional shop environment that cannot be duplicated online. For many tidy sum, going shopping at a mall, department store or market is a form of entertainment and a favorable experience. Many people who are currently unfamiliar with computers and do not feel comfortable using the Internet to shop are not likely to metamorphose their habits.The Future development will come through im institutements to the shopping process on existing Web sites the implementation of more than(prenominal)(prenominal) online shopping sites by existing retail ers the coming of age of a younger, more technology-oriented generation and the introduction of novel goods, services and online shopping experiences. The growth of online shopping in developing nations like India will occur as more people acquire personal computers and credit cards.Global ArenaOnline shopping, or the use of the Internet to gather information on products and services, has already channelizen prodigious growth orbicularly.The Nielsen batch, the roundst valuate of its kind on the topic ofInternet shoppinghabits, was grappleed from October to November 2007 and polled 26,312 Internet users in 48 markets from Europe, Asia Pacific, the Americas and the Middle East. When The Nielsen Company conducted its first survey into online shopping habits two age ago, only 10 percent of the worlds online population (627 billion) had made a purchase over the Internet. Within two years, this physique has surged by approximately 40 percent to a staggering 875 million. The bu rgeoning popularity of online shopping is a truly spherical phenomenon. Online shoppers can be found disunited across the globe, just the worlds most avid Internet shoppers hail from due south Korea 99 percent of Internet users in South Korea oblige shopped online. German, UK and Japanese consumers come in a close second. US consumers are approximately more recalcitrant, clocking in at number eight.Indian Scenario term the Internet and the World Wide Web are continuing to explode at a rapid pace, the development of electronic commerce has been slower. Surveys fence many Indian Internet users employ the developing interactive intermediate to shop or browse for information on products and services, still a far smaller percentage has actually made purchases online.The number of people and hosts connected to the net has accessiond worldwide. In India too, Internet penetration has became more widespread. Online shopping though a small proportion of the Internet act is believ ed to increase in the coming years. Some of the prominent factors leading the change are greater Internet penetration, fall in prices of hardware, fall in the price of Internet communication, development of better and more reliable technologies, and increased awareness among the users. Some of the various ways in which online marketing is through in India are company websites, shopping portals, online auction sites, etc.E-commerce whitethorn not have interpreted off in India the way it should have, withal prospects are bright. India is expected to be the terce largest Internet market in the world in the next five years (Source Ac Nielson). The advantages are there for both buyers and sellers and this win-win situation is at the core of its phenomenal rise, as it is believed that e-commerce transactions will represent the largest revenue earner especially in the business to consumer (B2C) segment in India.Indian customers are increasingly get comfortable with online shopping, and t here is a higher acceptability for the concept. India has 25 million Internet users and more is now turning to online shopping. on that point has been an influx of online shopping sites in India with many companies hitching onto the Internet bandwagon. The revenues from online shopping are expected to increase tremendously.harmonize to IAMAI, the average number of transactions per month in India has at rest(p) up from 2 lakh in 2003-04 to 4.4 lakh in 2004-05 and has forked to 7.95 lakh transactions per month in the year 2005-06. The online gross revenue during the festival season had increased rapidly especially during Diwali and Ramzan which recorded a sales of Rs115 crore, a 117 per cent increase from the Rs53 crore in the year 2004-05 (source IAMAI). These figures clearly show that online shopping has truly come of age and consumers are keen to shop on the net. Effective customer communication on products plus decreased shipping costs and timely delivery has helped online ma rketers to seize a objet dart of the Rs 115 crore sales. Though a miniscule amount in the global context, the Indian online shoppers population would nonplus its presence felt quite remarkably. The efficaciousness of the Indian e-market can be gauged from the fact that 16 percent of Indian consumers want to buy online in the next sixsome months, making it the third most online-potential country after Korea (28 percent) and Australia (26 percent) (SourceIMRB). This is an indication of a development reproduce of Indian consumers who are not only better equipped but also more confident of the online transactions.LITERATURE REVIEWThe consumers pose towards online shopping is known as one of the main factors that affects e-shopping potential (Michieal, 1998). Though attitudinal issues are thought to play a significant role in e-commerce adoption, all the same social-demographic variables such as the gender, income, age, and nation also affect customers in purchasing. In a drive of customer satisfaction and repurchase behavior, Mittal, Kamakura Wagner (2001) divided consumer characteristics into six social-demographic variables. They were gender, age, educational primer coat, marital status, children, and living area.A freshen of semiempirical studies in this area shows several things. Many studies have found that typical online buyers have utilize the Web for several years, and because of their familiarity, they searched online for product information and purchase options (Bellmanet al., 1999). at that place was also evidence that the Internet shopper was convenience-oriented (Donthu Garcia, 1999 Korgaonkar Wolin, 1999), innovative and variety-seeking (Donthu Garcia, 1999). He or she did not appear to be brand-or price-sensitive (Donthu Garcia, 1999). From a consumers viewpoint, Yao (1998) who interrogationed the purchase behavior of online shopping in demographic variables and behavior variables angle, found that different age groups affected customers product choice in price. Sheth (1983) considered that consumers purchase preference would affect their intention.Considering that Internet shopping, is exempt not at the mature stage of development, not too oftentimes is known about consumers attitudes towards adopting this new shopping channel and factors that influence their attitude toward (Haque et al., 2006). That means that, through motivation and perception, attitudes are formed and consumers make decisions. Thus, attitudes at one time influence decision making (Haque et al.,2006). Attitudes serve as the bridge amongst consumers background characteristics and the consumption that satisfies their needs (Armstrong and Kotler, 2000 Shwu-Ing, 2003). Because attitudes are difficult to change, to understand consumers attitudes toward online shopping, can help marketing managers predict the online shopping intention and evaluate the approaching growth of online commerce.OBJECTIVEThe object of this enquiry study is to investigate online Indian consumer behaviour, which in turn will provide E-marketers with a constructional framework for fine-tuning their online strategies. The objectives of this search areTo study the attitudes and behaviour of Indian consumer regarding online shopping.To evaluate the contribution of online shopping in India.To understand the issues and challenges of online shopping in India.To analyze if the Indian online buy behavior is affected by demographics, cultural and social characteristics.To identify factors which throttle online shopping.To examine the satisfaction level of online purchases of Indian consumers.To investigate the future and growth of Online Shopping in India.HYPOTHESISKeeping in mind the above objectives and in order to address the problem in the most effective manner the following hypotheses have been formulatedThere is no significant difference between the frequency of online buying among male females Indian consumers.There is no significant d ifference between the Indian consumers educational background and their online purchase intention.There is no significant difference between the income of uniform online shopper and occasional online buyer.There is no significant difference between the convenience orientation of consumers who make frequent online purchases or those who purchase occasionally.There is no significant difference in the dominance of usage of shopping online between the Generation Y shoppers (those born after 1977) and another(prenominal) online buyers, that is, people over 45 years of age.RESEARCH METHODOLGYThe general purpose of the study is to conduct a descriptive look into on the customer attitudes and behaviors for online shopping in Indian setting.To this end exploratory or qualitative search instrument would be used, which can help better understand and gain information that, shows how consumers make online shopping. Sampling designs chosen for use in this research is non-probability idea s ampling. A non-probability sample group would be used and the surveys would be get off and distributed among the Internet users chosen. As discuss by Cavana et al.(2001), when time or other factors become critical, non-probability sampling is generally used. By using this sampling design, no probabilities are attached to the elements in the population under research. However this research may able to collect preliminary information in a quick and inexpensive way. In judgment sampling, the police detective uses his/her judgment in selecting information rich units from the population for study based on the populations parameters to resolvent the research question. Five hundred surveys would be conducted because it is considered to be a large sample size to serve the purpose of the research.A combination of ancient and secondary research techniques would be used to collect the data to disturb the objectives. The primary research would be conducted across Delhi through structured c onsumer survey questionnaires administered among all the people who use Internet through judgmental sampling. some(prenominal) person who meets the criteria would be a potential sample unit for the survey. According to Sekaran (2003), surveys type is a useful and powerful method in finding answers to consumer behaviors research. To carry out the research, the questionnaire consists of a combination of several types of questions.Also the researcher will seek to review related literatures of consumer behavior on online shopping. by and by data collection the Statistical Package for the Social Sciences (SPSS) would be used for data abridgment. Various tests would also be conducted like T Test, Z Test, Factor Analysis. These methods would help to reach an answer and come up with results to prove the findings.SCOPEToday Internet is not only a networking media, but also as a means of transaction for consumers at global market. Internet usage has grown rapidly over the past years and i t has become common means for delivering and trading information, services and goods (Albarq, 2006). Since online shopping is growing tremendously in the current business scenario it is imperative to study how consumers make purchase decisions on the Internet. With the advent of Internet shopping, consumers are faced with an fire amount of product offerings, and consequently have a greater distributor point of freedom to choose among many different alternatives. Internet shopping carries a number of different characteristics than traditional shopping methods.In India the Internet has taken root and grown along many fronts in the past decade. The research assumes significance since marketers have endeavored to cater to this growing segment of consumers. Research undertaken in spite of appearance India on the profile of Internet shoppers is piecemeal and incomplete. This empirical research intends to look for into this issue, this study among the Internet users will help marketers to plan highly focused online campaigns in the future.PROPOSED CHAPTERIZATIONKeeping in mind the objective of the research, In this research proposal, the background, context and theme of the study would be presented first then the objectives of the study and the research statements would be formulated. Here, vital concepts, questions and assumptions shall be stated. Finally, the scope and limitation of the study, methodological analysis to be used and the significance of the research will be discussed in detail. So, proposed table of contents for the research are as follows Acknowledgementexecutive SummaryTable Of ContentsList Of TablesList Of FiguresChapter 1 intromissionIn this chapter the background to the research area is presented. This presentation leads to a parole of the issues within the research area which further leads to the formulation of a research question. This research question will be answered later in this thesis. The purpose of this thesis is also presented .Chapter 2 Literature ReviewThis chapter includes a review of relevant and supporting theories for this research. They begin with broader theories of segmentation and online buying behaviour forrader two models relevant to the empirical study is presented.Chapter 3 Research methodological analysisThe means that were used to conduct this research will be presented in this chapter. This includes the methodological approach, the research strategy, method of data collection, the sample and quality standards. The methodology is chosen to fulfil the purpose and aim of this thesis.Chapter 4 Analysis FindingsThe results of the empirical study will be presented in this chapter. The empirical findings will see in the analysis of results presented in chapter five.The extent by which data analysis done would depend on the amount and quality of data undisturbed through primary and secondary research. Principle objective in such a process of data analysis would be the use of statistical t ools wherever required which could include the use of worksheets in excel. This would involve great discussion with industry representatives to get an accurate and valuable opinion. Based on the analysis suitable analysis and recommendations would be fixed.Chapter 5 ConclusionThe last answers the research question and presents implications for marketers. It answers whether the purpose of the research has been achieved.Chapter 6 Recommendations And LimitationsIn this chapter the limitations of this research is presented as well as recommendations for future research in online communitiesReferencesThis research has referenced the following reputable sources Literature, Journals, Articles, and WebsitesAppendices

The Effective Advertising And Misleading Consumer Economics Essay

The trenchant advertizing And Misleading Consumer Economics EssayEffective advertizement and Misleading ConsumerOver the past few decades advertizing has been an master(prenominal) selling strategy. Advertising is always subjected to multifariousness beca persona peoples taste, demographic, cultural and socio economic factors mixed bag always. Consumers changing response to advertising is essential to develop much impressive and competent trade strategies. Chanjin (2000) developed a alter-parameter advertising model specifying advertising parameters as a function of advertising strategies and the commercialise environments to explain the varying nature of the advertising responses. The model is applied to New York City unsound milk market emplacement and he concludes his findings that advertising strategies and market environment bunco important role in determining advertising durability and he further concludes that demographic factors be more than important than economic factors(Chanjin, 2000). Companies change their advertising strategies time to time to attract customers as well as keep the existing customers with their reapings. But in whatever developed countries they amaze their own self-importance regulatory system in vow to equip off the g e actuallywherenment intervention. Harker(2003) states in his published article that despite claims of amicable and economic benefits, advertising has always had its critics. However, when dealing with unacceptable advertising, advertisers in developed countries usu eithery choose a self-regulatory approach in order to daily round off g e reallyplacenment intervention. The recent breakdown of unrivaled of the adult males longest constituted advertising self-regulatory programmes in Australia has reopened the 20 years old debate contact with enhancing understanding of much(prenominal) regulatory system(Harker, 2003).Though he states the like that , even in virtually developed countr ies the advertising demoraliseing consumers significantly sometimes truly badly.To face to the race of businesses, companies wont varies trade strategies to attract and retain consumers with their products. Advertising is one of the near efficient market tools that most widely utilize in the mankind. The issue is it has become a main tool or a media where consumers atomic number 18 misled for products or services. Expressing the finding of the exit of his investigate report card, Howard (2005) says all over half of the s spacious prognosised most or altogether mail and sound advertising as misleading, and that 38 percent of the respondents regarded most or all television advertising as misleading. Also, findings for the Age groups indicate that both break of three respondents regarded most or all advertising order at children as seriously misleading (Howard, 2005). Advertising has become a right on emotional furtherance method and now thither is a purport of s ending adverts via mobile phones even with break prior permission. But Melody(2004) points forth those consumers slackly throw off ostracize attitudes toward mobile advertising unless(prenominal) they stupefy specifically consented to it(Melody, 2004). in the main in most countries attitudes toward the quality and tuition containing in advertisements are non in a good scale. Richard (1993) explains in his newsprint that a comp model of attitudes toward advertising includes three ain utility factors (product breeding, social contrive learning, and hedonic amusement) and four socioeconomic factors (good for economy, fostering materialism, corrupting values and falsification/no-sense). He tested these seven factor model on two mugwump samples and found most respondents exhibited conflict between an appreciation of the personal uses and economic value of advertising and an apprehension of cultural degradation(Richard, 1993). False information in advertisements signific antly decreases the credibility of the product. That is why some standard organizations bear verboten their advertisements originally broadcast or expose to command globe. Stephen (1998) conducted a lease to investigate whether consumers who are exposed to an advertisement containing a deceptive environmental claim suck up significantly different attitudes to the highest degree the advertisements than those consumers exposed to a similar non-deceptive advertisement. He conclude the study mentioning that higher levels of perceived conjuration were associated with lower level of perceived corporate credibility, less favourable attitudes towards the advertisement, less favourable attitudes toward the advertise instigant, and decreased get intention toward the product in the advertisement(Stephen, 1998).Marketing Pharmaceuticals-Increasing trendMarketing pharmaceutics are very dynamic and modern subject especially in this authorized business arena. Pharmaceutical intentne ss is one of the most lettuceable businesses in all over the mankind. Kesic(2008) states that the globe pharmaceutic industry has been changing profoundly in the last decade. intensifier globalization, change magnituded competitiveness and the fight for global market shares create stark naked challengers for pharmaceutical companies. Not and in pharmaceutical industry, be posts as well in most of the business entities, profit maximization is a warmheartedness objective. However, Chandra(1999) points a ramp that pharmaceutical product companies are non like most other companies be make out most other companies do non deal with a product which outright consider human health. Reinhardt(2004) highlights that it is not pass away that the on-going allocation of the pharmaceutical industrys revenue dollars to marketing and research development is efficient for societys point of view(Reinhardt, 2004).Kesic (2008) concludes that basic research and development(RD), together w ith marketing and sales activities two of the most important operative and even more strategic priorities of the world pharmaceutical industry. Having analysed these figures he has found that the biggest, inventive world pharmaceutical companies invest, on average, approximately 16% of their sales into RD and even more, roughly 26% or more into marketing and sales activities(Kesic, 2009). Drug companies really spend ample amount of money for marketing especially for immediately-to-consumer advertising. Lisa(2008) says harmonize to the IMS health history in 2006 in America, medicate companies has worn-out(a) nearly 5 cardinal on direct advertisements to consumers, and 80 percent increase over what they were outlay in 2002(Lisa, 2008).Likewise Chiu(2005) explains that according to the National Institute for Health Care Management, U.S consumers spent $154.5 billion on ethical do do dosess medicines in 2001.This amount to 10% of heart health spending, which account for 14.9 % of the U.S GDP as of 2002.In a government issue Parker(2003) states that at that place is a little disbelieve that the pharmaceutical industry is a major(ip) force in to sidereal days economy as measured by both over-the-counter(OCT) and prescription drug sales and further more he says that it seems clear that in that location stick out been rather dramatic increases in advertising expenditures by pharmaceutical companies in the past few years. It withal seems clear that these expenditures shake coincided with significant increases in sales of both otc drugs and prescription drugs(Parker, 2003).Promoting drugs to consumers directly has become a new trend in all over the world and m either pharmaceutical companies have experienced it as a very sound way to market their products. Wilkes et al(2000) points out that direct to consumer drug(DTC) advertising of prescription drugs is affecting patients, doctors, and health care organizations in profound precisely not always pre dictable ways. Not besides have the song of drugs advertised increase, scarcely so have the drug companies advertising budgets directed at consumers. Wilkes et al (2000) further state that several news sources had purposeed that drug manufactures earnings have directly benefited from this new promotional strategy(Michael, 2000). According to Moynihan et al(2002)thithers a commode of money to be made from brawny people they are sick. near forms of medicalising nondescript life whitethorn now be fall apart described as disease mongering widening the boundaries of embraceable illness in order to expand markets for those who sell and deliver treatments(Moynihan, 2002). get offor of research and policy at the National Institute for Health Care Management, Findlay(2000) concludes that Advertising works and pharmaceutical companies have successfully promoted their product to doctors for decades. They are now bringing that marketing survey to the consumer market place. The quest ion is whether -over time-the benefits of raising consumers awareness of specific drugs and the conditions the medicines treat bequeath outweigh the danger that consumers will bring to demand and use some medicines inappropriately(Findlay, 2000).Over-The-Counter Drugs and Paracetamol AdvertisingOver-the-counter drugs can be purchased all amount without a prescription anywhere in the world. But some researchers have pointed out having some sort of mechanism for issuing these drugs to consumers whitethorn curve misuses. Trends towards great accessibility are paralleled by increase in its use for both non-fatal overdoses and suicide. Paracetamol related morbidity and mortality seem to be less frequent in France where the quantity of paracetamol in a atomic number 53 purchase is limited. Although non conclusive, these data add to a body of evidence which suggest that restrictions in the quantity of paracetamol ready(prenominal) as a single purchase in other countries can reduc e suicide and liver disappointment related to paracetamol(D Gunnell, 1997). or so of these over-the-counter drugs are advertised frequently in bay window media to get and keep attention of consumers on those products. Ashish(1999) in his research story states that manufactures whitethorn attempt to familiarize consumers with brand names in hopes that the consumer will purchase product. The consumer whitethorn think that he has heard of this product and imitate that it is somehow better than competitive product(Ashish, 1999).In his research base Hawton(2004) all the way states that suicides and hospital admissions due(p) to paracetamol poisoning reduced after change in polity which is limiting the size of the operational pack of the paracetamol for consumers and in his study he concludes that legislation reducing pack size of analgesics in the United acres has been beneficial and further reduction in pack size could counteract more deaths(Hawton, 2004).Over the counter d rug usage among children is very habitual. Allotey(2004) mentions in his recently published constitution Research on the medication of preschool-aged children has suggested that the use of nonprescription(a) medication is substantial. Kogan et al for instant, found that 54% of three year olds in the United States has been given up over-the-counter medications in the 30days preceding the study. In a common survey in New York, 22% of children have generaten OTC medication in the preceding 3 day period. Studies in United Kingdom to a fault indicated high rate of OTC medication use among children, ie,28% during a 2-week period and 66% during a 4-week period(Allotey, 2004).Wazaify(2005) emphasizes that increase availability of non prescription medicines may encourage patients to believe that there is a drug treatment for every illness. Furthermore, he explains the use of such products may delay/mask the diagnosis of serious illness, with increased risks of interactions and unbec oming reactions and of self treatment being under developn when medical aid should have been sought. at that place is also the potential for misuse and abuse of such products(Wazaify, 2005).According to the Sri Lankan context there are many proprietary products under one generic product. Senarathna(2008) in her thesis of master of philosophy points out that there are or so forty registered product of paracetamol in Sri Lanka(Senarathna, 2008).Weerasuriya(1993) points out there were 63 registered paracetamol products in the democracy in 1993 and paracetamol was the commonest drug registered in the OTC category(Weerasuriya, 1993).Ethics of Advertising OTC drugsIt is clear there is an increase trend of usage for OTC drugs in all over the world. Wazaify(2005) states that in recent years there have been an increasing trend in self-medication with non prescription drugs available in pharmacies and retail outlets and in parallel, more product have been deregulated for purchase without a prescription(Wazaify, 2005). At the same time Solhaug(2006) concludes in his recent abstract state-supportedation that only half of the information presented in drug advertisements was correct and clinically relevant and relatively few narrations were fault, yet a tidy isotropy of statements gave an excessively positive picture of the product hence, in public, this kind of information has no value as a source of information(Solhaug, 2006).Among the proceedss those point out that drug advertisements are not up to the standard especially OTC drug, Ashish(1999)states in his publication that in reality, it has been observed that pharmaceutical product advertisers lots promote their products to achieve their own goals at the potential risk of having an adverse effect on the consumers health and this type of advertising is most a great deal seen in OTC drug product advertisements(Ashish, 1999).Wazaify(2005) points out that the deregulation ferment has been championed by the ph armaceutical industry, the pharmacy profession and government health policy take a shitrs and is supported by the view that patients wish to have a greater role in their treatment choices. Almost all countries in the world has not granted to pharmaceutical companies to advertise their product to consumers directly. Stremersh(2009) states in his research paper that so far only two countries, New Zealand and the United States, allow pharmaceutical marketers to advertise directly to consumers and in the same paper he further explains that due to this reason patient requests are often accommodated by medical students mainly because they affect physician visit satisfaction and show patients that the physician cares(Stremersch, 2009). Drugs are categorized into few groups and essentially there are two categories which are OTC drugs and prescription drugs. What is categorized as OTC varies from country to country and is dependent on the local legislative framework according to (Buckley, 2004).Many researchers have pointed out over-the-counter drugs has become a public health problem due to misuse, disease mongering and drug abuse and wrong, in appropriate or inadequate information given in the promotional program may have an impact of this health issue(Ashish, 1999, Allotey, 2004, Fernando, 2008, Buckley, n.d.). While there are government agencies charged with monitoring the marketing of medicines, typically this is one of many briefs for these agencies and is often only in a responsive fashion. In other words such monitoring as does occur, occurs only in response to complaints, and even then is often very leaden and cumbersome(Buckley, n.d.). Buckley(n.d.) urges that two things should be happen to put this issue in a correct track which are establishing strong-minded monitoring bodies to police marketing codes of practice with real penalties and paying increased attention to the education of the consumers of pharmaceutical advertising, in particular(a) those w ith prescribing powers(Buckley, n.d.).In Sri Lanka also the situation is some same like most of the countries in the world. The government has imposed rules and regulations for promoting and advertising pharmaceuticals within the country. In a paper published by the Sri Lanka medical associations ethics perpetration recently says thatAdvertisement to the general public should help people to make rational decision on the use of drugs which are legally available without a prescription. They should take account of peoples legitimate desire for information regarding their health, only if should not take undue advantage of their concern for their health. Drug advertisement should neither portray nor be directed at children. Advertisement may claim that a drug can cure, prevent or rectify an ailment only if this can be substantial. They should also indicate, where applicable, limitations to the use of the drugWhen lay language is used, the information should be consistent with the sci entific data sheet or other legally determined scientific understructure for approval. Language, pictures or sounds, which bring about undue fear or distress, should not be used.The following list illustrates the type of information that advertisement to the general public should containThe name of the active ingredient, using either outside(a) non-proprietary names or the approved generic name of the drugThe brand nameMajor indication(s) for useMajor precautions, contraindications for warningName and the steer of the manufacturer or the distributorInformation to the consumer on wrong should be accurately and honestly portrayed(Committee(SLMAEC), 2003).Though the guidelines are clear, there is a doubt of implementing and practicing the guidelines in many countries including Sri Lanka. There is a big challenge and indebtedness for the government authorities and regulatory bodies in terms of providing correct information to the consumers.Techniques, methods and in force(p) adver tisingPharmaceutical industry is in a insisting and Kesic(2008) states that fast globalization definitively reinforces the consolidation of the world pharmaceutical industry. There are so many challengers in pharmaceutical industry and drug companies streamlet after many strategic moves to have sustainable competitive advantage. Direct marketing products to consumer have become one of the innovative methods to win the market comparatively. Buckley(n.d.) states that in United States all drugs may be promoted to consumer, but in practice direct to consumer advertising focuses on OTC and common ailment targeted prescription drugs(Buckley, n.d.). But some authors support to this telephone line and they mention direct to consumer advertising makes consumer better understanding and make more informative for drugs available to them(Leonard, 1999, Weissman, 2003). On the other hand some researchers like Maguire(1999) points out that American physicians are being asked to rubber stamp sel f diagnoses and self-prescriptions by patients. That is how some advertisements have been biasd on consumers.Kesic(2009) reveals in his paper that it is no surprise that the biggest world multinational pharmaceutical companies invest more than 25% of their sales into marketing activities in a goal to get considerable global market shares. accompaniment to the argument of Kesic, Michael adds that not only have the number of drugs advertised increased, but so have the drug companies advertising budgets directed at consumers the advertisements have also become far more sophisticated(Michael, 2000). A paper published in Thailand in 2005 on Radio drug advertisement situation and regulation in Thailand says advertising has a strong specify on the sale volume of any goods. Drug advertising covers media such as television, radio, newspaper, magazines, internet and printed materials. It further says that radio advertisements can easily mislead people in rural areas because of socioeconomi c and educational status(Kittisopee, 2005). Allotey(2004) mentions that OTC medications promoted through with(predicate) television, radio and print advertising directly targeted at women, housewives or works mothers, encourage them not only to self medication but also to dispense OTC medications to their children, because it is important to establish a lifelong conformation of sensible (drug)use(Allotey, 2004), Ashish(1999) explains that all pharmaceutical advertising is not bad but advertisements should be considered what they are promotions. Drug marketers should always try to follow the ad-lib rules of marketing ethics and consider what is best for their consumers before developing a particular advertising strategy. present tense the issue is consumer can purchase any kind of drug online. Buckley(2004) highlights in his paper that consumers can purchase all kind of prescription drugs online often without make for a proper prescription and he further points out that most inte rnet pharmacies provide scurvy quality information(Buckley, 2004). Moynihan(2002) expresses that inappropriate medication carries the dangers of unnecessary labelling, little treatment decisions, iatrogenic illness, and economic waste, as well as the opportunity cost that result when resources are diverted away from treating or preventing more serious disease(Moynihan, 2002).How consumers are misled -Reliability, Relevance and adequacy of AdvertisementsMany research papers point out that drug advertisements mislead consumers in many ways directly or indirectly (Sidney, 2002, Michael, 2000, Ashish, 1999, Findlay, 2000). Though it is a common phenomena in all over the world, a practical guide on understanding and responding to pharmaceutical promotion published by the world health organization recently explains clearly how information is given to consumers in advertisements in developed and developing countries. It says plot of ground advertisements from developed countries typical ly contain nearly all of the information listed in the box, this is not always the case in developing countries(WHO, n.d.). The table down the stairs published by Hawkins(1993)in his research paper support to the above argument strongly and in the discussion he states that indications were mentioned more often than the negative effects of medicines. Important warnings and precautions were missing in half of the advertisements spot side effects and contraindications in about forty percent. Price tended to be given only in countries where a social security system pays for the medicines(Herxheimer, 1993). nowadays there is a trend of promoting drugs through internet. Buckley(n.d.)mentions on his research paper that most of the internet advertisements provide less information or poor quality information. Many pharmaceutical companies mislead consumers in many ways. A United States Food and Drug Administration(FDA) has issued 88 letters accusing drug companies of advertising violations from August 1997 to Aug 2002(Buckley, n.d.). Most of the time drug companies overstated the effectiveness of the promoting drug and they always keep attention not to highlight its risk. Some companies disseminate advertisements misleading advertisements even after they were warned or cited for violations(Gottlieb, 2002). Some drug companies stimulate consumers to buy expensive or new drugs which has high profit margin and it raises the health care cost of consumers as well as of the country ultimately. Some drugs promoted by pharmaceutical companies have limited checkup beneficiaries but those are heavily advertised because of the high profit margin.Rebecca(2010) says its almost impossible for the public to actually parse the ads and come to their own independent conclusions(Rebecca, 2010). But Weissman(2003)states in his research paper that industrys argument is that patients are highly moved to seek the best available treatment for their condition and they unavoidableness and deserve more and better information on which to base their judgement(Weissman, 2003). It is confessedly if the pharmaceutical advertisements provide proper, balance and correct information to their consumers. A research done in Thailand, sharing the findings says that 22% radio advertisements have misled consumers and only 7% of the advertisements have recommended an appropriate dose among studied advertisements. Further more a warning message was found in only 3% of the advertisements and name of the manufacturers were present only 20% of the advertisements collected(Kittisopee, 2005).Weil(2009) is really against the trend of this drug advertisements. He says many advised drugs are not only ineffective, but have serious side effects that are frequently contend down (and occasionally cancelled) by manufactures. Because advertised drugs have such extensive profit potentials, political and financial interests collude to speed them to market before they have received sufficient scie ntific scrutiny(Weil, 2009).Now there is a trend of using popular characters for marketing advertisements of drugs and sometimes they are neither reliable nor relevance. In a paper published by Michael(2000) says that Now advertisements enlist well- neckn personalities to endorse pharmaceutical products (Michael, 2000). Lot of people imitate and follow famous personalities and it help pharmaceuticals to reach consumer quickly and in a familiar manner. Criticizing this promotional tactics Weil(2009) says in his report that Sally correction is a talented actor, But what qualifies her to promote Boniva, an osteoporosis drug that is of limited benefit, has lamentable side effects, and for which there are natural alternatives that merit careful good will?.(Weil, 2009)Drug companies are in the process of promoting their product to consumers in many ways. Sometimes they may use health care professionals to reach consumers because they know that consumer believe professionals who have b ackground knowledge about treatments. Wazaify(2005) points out in his recent published paper that The main factor found to influence the publics choice of OTC medicines was pharmacist recommendation. This is reassuring especially with increasing availability of potent medications without prescription and the increased potential for interactions(Wazaify, 2005). It is one of the indirect marketing methods that the pharmaceutical industry uses.On the other hand people have a belief that over the counter drugs like paracetamol do not have serious side effects. Some over the counter drugs have serious side effects when consumer uses it with some other medications. A very good example is Viagra used for erectile dysfunction. If consumer use it while using nitrate as a treatment of blood pressure, it cause severe drop of blood pressure which is difficult to treat. Buckley(n.d.)says it has mentioned on advertisements but in a much smaller font, it is You must not take Viagra if you are usin g any nitrate medication including amyl(poppers). It may lead to a severe drop of your blood pressure that may be difficulty to treat. As sexual activity may be a strain on your heart your doctor will need to check whether you are fit enough to use Viagra(Buckley, n.d.). Buckley points out the ordinary people do not know what is nitrate medications and they cannot recognize from this statement that the combination of these two drugs will enough to kill them more often. Supporting to this argument Wazaify(2005) mentions that consumers generally believe that only safe medicines are permitted to be sold without prescription and OTC medicines do not usually have serious side-effects(Wazaify, 2005).Some giant pharmaceutical companies have their own physicians, independent monitoring committees and analytical groups etc. They make aware public some new drugs which are effective treatment for some diseases which are common among current generation and they suggest through advertisements, t hat it may be effective to use their drugs or supplementary product to prevent from those diseases. This is another current trend in the world and basically what they do is label healthy people that they are sick. Supporting to this arguments Moynihan(2002) express his view in this paper stating that Within any disease categories informal alliances have emerged, comprising drug companion staff, doctors and consumer groups. Ostensibly engaged in raising public awareness about undiagnosed and under treated problem, these alliances tend to promote a view of their particular condition as widespread, serious, and treatable. Because these disease awareness campaigns are commonly linked to companies marketing strategies , they operate to expand market for new pharmaceutical products(Moynihan, 2002).Extensive advertising and promotion has put on higher value on pharmaceuticals. Consumer has become the victim of those expensive pharmaceuticals. Dave(2010)says Promotion may affect worth through two difference processes. First, promotion may increase demand and/or reduce the absolute magnitude of the demand price elasticity (that is, reduce the price responsiveness of purchasers), which may raise price. Second, the increasing operation cost due to high promotional spending may be shifted to purchasers in the form of higher price. Concluding his findings he states that in addition to potential misuse, the cost of direct to consumer advertising result from increased drug price and increased use of expensive drugs in place of equally effective lower-price drugs(Dave, 2010).Effect of MisleadingMany researchers have pointed out that misleading consumer due to unprofessional advertisement of the pharmaceutical industry has created considerable issue to the society in many countries(Herxheimer, 1993, Dave, 2010, Leonard, 1999, Ashish, 1999). There is a fairish doubt whether consumers spend money for their real requirements of treatments. Moynihan(2002) says drug companie s earn lot of money form healthy people and it is better to describe as disease mongering. He further says whereas some aspects of medicalisation are the subject of on-going debate, the mechanics of corporate backed disease mongering, and its impact on public consciousness, medical practice, human health, and national budgets, have attracted limited critical scrutiny(Moynihan, 2002). There are people who count this criticism and say Direct To Consumer Advertisements (DTCA) fosters speedy detection of disease and promote grater compliance with treatment regimes. Further more they suggest that DTCA is simply part of a wider social trend whereby consumers take greater responsibility for their health care(Hoek, 2002).Pharmaceutical industry may crack ample amount of money from consumers through unprofessional promotions and advertising drugs. Most of the time heavily promoted drugs may has less clinically importance considering the price as the generic drug provide almost similar clin ical effect at a cheap price. Parker(2003),supporting to this argument says Prescription drugs such as Celebrex and Vioxx are heavily promoted and cost the consumer in effect(p) over $2per pill, while generic ibuprofen, which cost the consumer pennies per pill, often work barely as well(Parker, 2003). Effective and attractive advertisement can attract consumer towards the product some times without considering the quality or the value of the product. Ashish(1999) states in his publication that Advertising is thought to contribute to the economy as well. By effective promoting increase in promotion of goods and services may occur, which in enlistment can result in increase in sales and the track down of money within society(Ashish, 1999).But some researchers expresses a different idea about the relationship between drug price and drug advertisements. They point out when drugs are advertised, the market is more competitive and due to that the price of the particular drug reduces. Research has generally found that advertising tend to reduce price, rather than increase them, primarily because advertising makes markets more competitive(Calfee, 2002).Sometimes drug advertisement give wrong information due to many reasons for consumers and it is touch for less dose or overdose usage of drugs. A general problem associated with drug advertisements is that it is a powerful influence which may motivate consumers to select overly expensive, overrated, or less than optimum medications for their particular needs. much specifically, it is possible to identify numerous individual problems associated with the promotional practice(Ashish, 1999). Our culture very much believes in the More in Better principle and consumers sometimes even hospitalized or suffer from serious long term complications due to this misleading information. Galapatti says it is important that media try and make people aware of the side effects and danger of excessive usage of these

Tensile Strength Test Of Concrete Engineering Essay

Tensile forte Test Of Concrete Engineering EssayConcrete is a widely holdd look material in the military man. It is one of the virtually versatile, invariable and environmental friendly material. some principal(prenominal)ly cover is good at compression and is completely non-combustible, which makes it popular in this industry. But cover has imprint plastic intensity level ca exploitation cover to be bugger off in brittle manner. This nature in cover has lead to numerous hear and look in entrap to development the pliable properties of cover.Hi st suppurate of cover dates affirm several thousand old age to the day of the ancient Egyptians, the Greeks and the Romans. These early cover compositions were based on lime although the Romans be recognisen for their development of pozzolanic cementum and whippersnapper concrete based on pumice. The credit for the introduction of steel as reinforcement is variantly attributed to Lambot in 1855 for ferrocement bo ats, to Monier in 1867 and to Hennebique in 1897 who reinforced the first reinforced concrete frame edifice. But the Notable st distributes forward in this century set out been the introduction of pre- expressed concrete by Freyssinet in the 1940s and the motorway- twist boom of the 1960s involving concrete pavements and bridges. Although the vast majority of concrete structures have makeed satisfactorily for m either years much(prenominal) impart has not been make with step to the fore its problems.1.1 high school STRENGTH coverHigh efficacy is a concrete which has a cylinder compressive satu proportionalityn great than 6000 pounds per squ atomic number 18 inch or 42 MPa. Generally, for building advanced rise structures, concrete with cylinder compressive position over 140 MPa is hired. In some laboratories in United States and Europe, a concrete with personnel over 315 MPa has been produced, however, the problem with much(prenominal) military posture is that it r educes the ductileness of structure. Higher peculiarity concretes leads to cost setive morphological systems. Using such concrete, overall weight of the systems on the foundation reduces, returning in coat drop-off, increment in available occupancy space, and thus cost of components.Many factors argon taken into account for making a superior strong tear concrete. Generally, such a concrete contains a higher(prenominal) Portland cement, strong aggregates, and a wretched water/cement balance. Now-a- days, addition of super plasticizers, blast furnace slag, polymers, water cut back admixtures or silicon oxide feel are common1.2 HISTORICAL tuition OF HIGH STRENGTH coverIn last half decade, the compressive specialization of commercial concrete has tripled approximately from 5,000 psi to 14,000 psi. In 1950s, a ca persona mixed concrete of design volume of 5000 psi was called as high efficacy. A decade new-mader, Washington state highway department specify 6000 p si efficiency concrete for pre in a bad way(p) girders. High authorisation concrete made looks such as 311 S step forwardh Walker Drive concrete building East Huntington, W.V., and former(a) long drag in cable stayed bridges. Increased use of mineral admixtures and chemicals in 1960s lead to an annex in attainable bearing. In 1973, Japan national railway built three high dexterity concrete bridges and they were found to meet all presentiment by serving for over 20 years.Chicago city play a in truth grand role in the evolution of commercial high distinctiveness concrete. The inventors of micro- silicon oxide concrete (MSC) corporealised that Chicago inner city development would be quite beneficial , which indeed was, and hence, with appointing high effectiveness concrete pioneer, William Schmidt, they targeted an increase upto 6000 psi for a new 40 story tall Outer Drive East Condominium Project, using habitual weight concrete. In 1072, the first 7500 psi concrete was used for a 52 story tall Mid-continental Plaza. Later, in 1974, 9000 psi concrete was supplied to 74 stories tall Water Tower Place, which was the tallest building at that time.In late 1980s, very high strength concrete as being successfully developed in many parts of North America. One of the lift out examples is Two Union Square in Seattle which is a 220 m tall, 58 story building. The original concrete specified for them was 14000 psi at 28 days, however, to incorporate a static modulus of elasticity of 50 Gpa, the concrete was upgraded to a compressive strength serious 19000 psi. A judge conducted after 4 years found that the compressive strength and modulas of elasticity were 19900 psi and 5.6 Gpa, respectively. Now-a-days, 14000 psi at 56 days is comm totally used in many metropolitan cities.1.3 motive FOR DEVELOPMENT of High strength concreteModern methods have better the quality of concrete by many folds. Aspects such as, long depot misfortune studies, development of effective and powerful instrumentation, molecular structure of material, increase need of materials better for boastfulr structures and increased ductility, and decrease of cost effectualness of traditional material have redefined concrete.These days, concrete structural systems build from 15000- two hundred00 psi concretes can be found quite easily. However, factors such as newer components or admixtures, microstructural studies, better material selection proportioning, long terminal performance, intermingle cement compositions, placement techniques and opposites provide an ample scope of improvement. For e.g., use of slags and pozzolans as cementitious renewals contribute to energy conservation and disposal of industrial by-products, besides higher strength. Improved cements such as densified cements (DSP) and macrodefect free cements (MDF) and composite advancements, for e.g., slurry infilterated fiber concrete (SIFCON), have al small-scaleed the builders to achieve concret e with strengths up to 300 MPa. A very nice example of such concrete use is the undersea turn over connecting British Isles and France.1.4. APPLICATIONS OF HIGH STRENGTH CONCRETEThe use of high strength concrete has been increase considerably high in social structure world because of both technical and economical advantage. The use of HSC provides more economical construction overdue to reduced member cross-section and dimensions. HSC has been extensively used in high rise building and highway bridges. Major area of use has been high rise buildings. Tall construction feature whose construction would have been not possible in terms of durability and long term performance have been successfully constructed using HSC. The use of HSC helps in the decrease in structural member size, reinforcement portionage increasing tier space and decreasing dead weight. One of the examples of high rise building is the Mercantile Exchange building in Chicago which used 9000psi concrete.The new( prenominal) application of HSC is in prestressed Bridge girders. The use of HSC would allow using greater spans for a habituated number of girders as compared to NSC. Again for a tending(p) span, use of HSC provides economical cost by reduction in lug cost in the mathematical product of girders, transportation cost, erection cost and viewgraph expenses. Japanese I-shaped, box and rectangular section bridge girders have been constructed using 8500psi concrete where the spans are among 100 to 280 ft. One of the examples is Bennett Bay Bridge, Idaho which has which 1730ft metameric girder with ii centre spans of 520ft and end span of 320ft.1.5 DISADVANTAGES OF HIGH STRENGTH CONCRETEHSC has brought about a lot of construction possibilities which would not have been possible with NSC. However HSC comes with some disadvantages too mainly because of lack of inquiry and experience about its behaviour in real construction field. As HSC is comprise of mineral and chemical admixture , increased quality control is gather upd. In codes token(prenominal) thickness and cover have been specified preventing realization of full turn a profit of using HSC. It can be difficult to cure adequately due to ego-desiccation of low water/cement ratio mixes. HSC possess increased permeableness which makes curing difficult as it prevents applied curing water from compensating any initial moisture loss. These are the disadvantages relating the use of HSC in real construction filed.1.6 RESEARCH OBJECTIVESThe main objective of this enquiry is to determine the rightful(a) uniaxial ductile strength of concrete by carrying out a series of cylinder change integrity essay, modulus of rupture running play and cylinder compression experiment. The interrogation aims to lend oneself the simple bailiwick factors proposed by Raoof and Lin (1999) which aims to overcome the shortcomings associated with the closed form approach pattern used in the Brazilian concrete split eviden ce.Many data-based analyzes on various concrete mixes had been already carried out for the verification of the proposed field of field of field of operation factor. The criteria for this research were based on 3 days compressive and elastic strength of high strength concrete with chalk up of 16 batches using two types of coarse aggregate. Also few batches interrogatory were done for familiar strength and self compacting concrete. In this research effect of constituent materials will in any case be studied. The purpose of this research is to compare and contrast the use of study factors with the results the results obtained from previous experiments.1.7 RESEARCH SCOPEThe scope of this research included tally of splitting bendable strength, compressive strength and modulus of rupture on normal, high and self compacting concrete. The mineral admixtures, which have been used for this research fancy, were compromised of silica fume, fly ash. The superplasticiser and viscosit y modifying admixture that was used in this research were Sika ViscoCrete10 and structure 480respectively. completely the admixtures used in this research are used in real life applications.2. LITERATURE REVIEWHigh strength concrete has been classified ad as one of the advanced construction materials. High strength concrete has both economical as well as durability benefits. It helps in the reduction in formwork area and cost with the accompanying reduction in shoring and pareping time due to high early age gain in strength. The composition of high strength concrete constitutes of mineral admixtures which provides a base for the use of waste products.2.1 PREVIOUS RESEARCH urinate ON HIGH STRENGTH CONCRETEHigh strength concrete uses various mineral admixtures such as silica fume, fly ash, granulate blast furnace slag and superplasticiser which increase the strength of High strength concrete. Most applications of high-strength concrete have used the strength property of the materia l. However, high strength concrete whitethorn carry various other characteristics that can be of great advantage for construction industry. Various researches have been carried out on high strength concrete in order to study other characteristics of HSC.Some research work that had been carried out on high strength concrete has been summarised beneathM. Mazloom A.A. Ramezanianpour, J.J. Brooks(cc4) carried out in joint collaboration between UK and Iranian university presented experimental work on short- and long-term mechanistic properties of high-strength concrete containing different levels of silica fume. In this research the cement was re determined by silica fume with 0%,6%,10% and 15%. The researchers found that as the proportion of silica fume is increased the workability of concrete decreased but its short-term mechanical properties such as 28-day compressive strength and secant modulus improved. The mix portion sued in this research is bespeakn in the table below.For each mix, the following examples were made 24 samples of 100 mm cubes for compressive strength eight 80 x 270 (diameter x length) mm cylinders for creep four 80x270mm and four 150x300mm cylinders for shrinkage two 80270 mm and two 150x300mm cylinders for swelling. From the test carried it was withal established that the percentages of silica fume refilling did not have a noticeable effect on total shrinkage. Moreover the compressive strength of the concrete mixes containing silica fume did not increase after the age of 90days.K. Lahlou, P.-C. Aitcin O. Chaallal (1992) This research presents the behaviour of High-strength concrete under bound stress. The investigation was carried out on three 28 day strength levels 50, 80 and 115 MPa where the actual mixes used resulted in strength of 47, 78 and 115MPa.The study showed that improved confinement provides increased compressive strength. As a result a new ultrahigh-strength concrete of strength 250MPa was produced.Other outcome of the r esearch was that the confinement efficiency increased with the increase in the compressive strength of the concrete.Zhen-jun He, Yu-pu stress (2010) this is one of the most recent researches carried out in china to study the failure criterion and triaxial strength of HSC before and after high temperature. HSC is unvaccinated to spalling, or even explosive spalling when subjected to rapid temperature rise as in the case of a fire. Though high strength concrete has been greatly used but very little research has been carried about the effect of high temperature on the concrete structureTriaxial tests were performed at all kinds of stress ratios after exposure to normal and high temperatures of 20,200, 300, 400, 500, and 600 C, using a large static-dynamic true(p) triaxial machine. The study showed that no explosive spalling was observed during the high temperature temperatures ranging from 200 C to 600 C.Also there was no change in the failure modes with the increase in the temperat ure where the failures under uniaxial focus were tightness failure. The uniaxial compressive strength of clear HSHPC was not decreased after 200 and 300 C. The brittleness-stiffness of HSHPC specimens between 200 C and300 C is higher than that above 400 C. The temperature around 400 C is critical to the ultimate strength that decreases rapidly. The increasing extremity of the triaxial to uniaxial compressive strength depends on the stress states, the stress ratios, and the brittleness-stiffness of HSHPC after different temperatures.M.I. Khan, C.J. Lynsdale (2002) the wearing of steel reinforcement is a common cause of deterioration in reinforced concrete. The use of blended cements or supplementary cementing materials decreases the permeability, thereby increasing the resistance of concrete to deterioration by aggressive chemicals.The investigation carried out by Khan and Lynsdale (2002) aimed at developing HSC and carryout investigation into the optimisation of blended cementi tious system for the development of HSC. PFA at 0%, 20%, 30% and 40% (by weight) was incorporated as partial cement replacement. To these blends, 0%, 5%, 10% and 15% SF replacement levels were incorporated to make various binary star and ternary cementitious combinations. Cube compressive strength and cylinder splitting strength test was carried out and the oxygen permeability was measured using the prone equationFrom the experimental results it was noticed that as curing age increases, the reduction in strength with increasing PFA content becomes less apparent, especially for PFA contents J.J.Brooks, M.A. Megat Johari, M. Mazloo (2000) Chemical admixtures play a vital role in the production of High-strength concrete. Metakaolin (MK) is one of the new admixture commercially introduced. It is very important to know the circumstance characteristics of concrete as it helps in the scheduling of concrete construction operations. In this research the effect of chemical admixtures and shrinkage minify admixtures (SRA) on the setting time of HSC was investigated using the penetration resistance method (ASTM C 403). The penetration resistance (P) of all the different concrete mixes was expressed as P=aebt i.e. P was expressed as the exponential function of time.The customary effect of the admixture retarded the setting times of HSC while the SRA had epochal retarding effect when used in combination with superplasticiser. As a all in all the conclusive statement is that increasing the levels of SF, FA provides greater retardation in the setting time of HSC.2.2 PREVIOUS WORK ON TENSILE STRENGTH PROPERTIES OF HIGH STRENGTH CONCRETETensile strength of concrete is one of the raw material and very important properties of concrete. The knowledge of bendable strength is very important in designing concrete structure. Various tests have been carried out in order to determine the malleable strength of concrete. Traditional verbatim waxy strength test are not common ly acceptable as it subscribes many drawbacks. In these tests there is huge stress concentration get along the grips and non uniform distribution within the sample. Researches have shown that results from such experiment are low and coefficient of variation is low. and because more research has been carried out in order to find the true uniaxial ductile strength of concrete.Zhuhai lin and Laurence Wood (2003) afterward the proposal of correction factor by Raoof and Lin (1999), further research into the correction factor was carried out by Lin and Wood in 2003. In this research assuming uniaxial tensile strength and properties of the concrete, the Brazilian cylinder splitting test was analyzed by the isoparametric nonlinear finite strip element. The result from the research showed that at the onset of cylinder failure the tensile strength along the vertical diameter of cylinder was smaller than the assumed uniaxial tensile strength which means the splitting test underestimates the uniaxial tensile strength of concrete. The study also showed the effect of width of packing strip together with the ratio of (ft/fc) for the compressive strength constant at 30 N/mm2 and showed a linear apprisalship. harmonise to Lin and Wood the range of correction factor for 30N/mm2 is about 1.09 to 1.40 for packing strip of 12mm, 1.10 to 1.44 for 13mm width, 1.09 to 1.41 for 14mm and 1.09 to 1.39 for 15mm packing strip widthV. Ramakrishnan, Y. Ananthanayayana, K. C. Gopal As we already mentioned that different test have shown different values of tensile strength for the same concrete mix. V. Ramakrishnan and his associated carried out a research to compare the results in the various tests and to study the uniformity of the results. In this research over 600 specimens were tested for 28 days target strength.A comparative analysis of tensile strength test was carried out and the results were compared against cube compressive strength as shown in the plot above. after laborat ory work it was found that modulus of rupture does not give the true tensile strength but only gives the highest value of tensile strength and lies between 1.3 to 2 times the cylinders splitting strength. The cylindrical splitting test was taken satisfactory as it gave more uniform and consistent results than other tensile strength tests.M.F.M. Zain et al computation of correction factor for the end of true tensile strength of HSC depends upon the compressive strength of HSC. It is very important to show the relationship between tensile splitting test and compressive strength of HSC. Zain and associates carried out a research in 2002 in order to determine the relation of splitting tensile strength of concrete with compressive strength, water/binder (W/B) ratio and concrete age. After the investigation a relationship between tensile strength, compressive strength and concrete by age was proposed which is . Plot for this relation is given below.The relation given above for the predic tion of tensile strength of concrete was compared with French code, ACI code and CEB/FIP code and found to be very close. Hence this equation can be helpful in estimating the Splitting tensile strength of HSC.S Bhanja, B Sengupta(2005) Our research aims to use silica fume as one of the mineral admixture on HSC mixes. Many researches have been carried out to investigate the mechanical effect of silica fume on HSC but very few are carried out in order to analyse the effect of silica fume on tensile strength of concrete. S. Bhanja (2005) carried out research to develop a better understanding on the isolated contribution of silica fume on the tensile strength of concrete. In this experiment 32 mixes with silica fume binder ratio from 0.0 to 0.3 were tested for 28 days strength. From the research it was found out that the use of silica fume improves the tensile strength of concrete and depends upon the water cementitious material ratio of mix. Flexural strength showed greater development than splitting tensile strength. Two expressions were developed to establish the relationship between flexural strength, split tensile strength and compressive strength of silica fume concrete.It was also established that increase in tensile strength beyond 15% of silica replacement was almost irrelevant.2.3. TENSILE STRENGTH TESTING OF HIGH STRENGTH CONCRETEAlthough concrete is not normally designed to resist direct tension, the knowledge of tensile strength is of value in estimating the load under which the calve will develop. One of the most well known mechanical properties of concrete is that the tensile strength is 8 to 10 times less than compressive strength. Because of such a low tensile strength, the crack can be seen on the surface of concrete structure. Tension failure is still one of the most important issues because it settles the serviceability significantly. Tensile strength is one of the most important parameters used to evaluate tensile failure of a concrete. Tens ion tests are needed for concrete as complement to standard compression test in order to obtain a better assessment of structural performance.According to various research and literature review carried out it has been revealed that direct tension test are unsuitable as the results from such tests suffer from inconsistencies due to several uncontrolled variables. It is difficult in this test to rid of stress concentration near the grips and non-uniform stress distribution within the sample. Evans and Wright swear that the results obtained in the direct tension test of concrete are low and the coefficient of variation is great. Hence this type of test is no longer veritable as reliable. The splitting test is rather simple to perform, does not require other equipment than that needed for the compression test, and gives an approximately similar value of the true tensile strength of concrete (Neville, 1971). According to investigation of splitting tensile strength carried out by O,Nei l (2002) , the addition of silica fume, high-range water reducing admixtures and special curing conditions the tensile strength of the concrete was higher than that of pompous concrete.The tensile tests that are commonly used and that has been used in this project are detailed in full below2.3.1. MODULUS OF RUPTURE OR FLEXURE TESTA direct application of a gross(a) tension force, free from eccentricity is difficult, and is further complicated by secondary stresses generate by the grips or by embedded studs. Because of these difficulties, it is preferable to measure the tensile strength of concrete by subjecting a plain concrete commit to flexure. This is in fact one of the two standard tension tests. The a priori maximal tensile stress reached in the bottom fibre of the test strike is known as the modulus of rupture. The value of modulus of rupture depends on the dimensions of the beam and, above all, on the arrangement of gist. Two systems are used a central point load, whic h gives a triangular bending moment and isosceles two-point loading, which produces a constant bending moment between the load points. Since concrete consists of elements of varying strength, it is to be expected that two-point loading will yield a set down value of the modulus of rupture than when one point load is applied. The centre- point loading has been discontinued both in United Kingdom and the U.S. reckon 4 Two point flexure testBS 1881 violate 41970 prescribes third-point loading on 150 by 150 by 750mm beams supported over a span of 600mm but when the uttermost size of aggregate is not more than 25mm, 100 by 100 by 500mm beams with a span of 400 mm may be used. on that point are four possible reasons why the modulus of rupture test yields a higher value of strength than a direct tensile test made on the same concrete. The first one is related to the effrontery of the shape of the shape of the stress block. The second one is that accidental eccentricity in a direct ten sile test results in a lower apparent strength of the concrete. The third is offered by an argument similar to that justifying the influence of the loading arrangement on the value of the modulus of rupture. Fourthly, in the flexure test, the maximum fibre stress reached may be higher than direct tension because the propagation of a crack is blocked by less stressed material nearer to the neutral axis. Thus the energy available is below that necessary for the formation of new crack surfaces.The requirement for ASTM Standard C 78 75 are similar to those of BS 1881 part 4 1970. If recess occurs within the central one-third of the beam the modulus of rupture is compute on the basis of ordinary elastic theory, and is therefore equal to PL/ (bd2).Where P= the maximum total load on the beamL=spanb= width of the beamd= abstrusity of the beam.If however fracture occurs outside the load points, e.g. at a distance a from the near support, a being measured along the centre line of the tensi on surface of the beam, then the modulus of rupture is given by 3pL/(bd2). This means that the maximum stress at the critical section, and not the maximum stress on the beam, is considered in the calculations.2.3.2. CYLINDER SPLITTING TESTThe splitting tensile test is used worldwide to measure the tensile strength of concrete. In splitting test a cylindrical or prismatic specimen is mat along two diametrically opposed generators as shown in the in Figure 5 to prevent multiple cracking and crushing at the points of loading, the load is distributed through two bearing strips whose width differs in the various standards. If the material behaviour is linear-elastic, this geometry leads to nearly uniform tensile stress exclusively the plane of loading, and the expected rupture mode is the splitting of the specimen in two halves across that plane. In the case of concentrated loads, the maximum tensile stress on this plane can be calculated by max =Where max is the maximum tensile stres s in the specimen when the applied load is P, D and B are the specimen depth and thickness respectively.Figure 5 Specimen positioned in a testing machine for determination of splitting tensile strength.Following the standards the maximum tensile stress at failure is a material property called splitting tensile strength. If the load-bearing strips are narrow enough to consider the loading concentrated, and the material behaviour is linearly-elastic -brittle is close to the tensile strength determined by ideal uniaxial tensile test. The tensile strength is evaluated in the standards byfst =Where Pu is the maximum load recorded during the test. The splitting tensile strength is then calculated on the assumption of a hypothetical load bearing strip of zero width.One of the main advantages of the splitting test is that only external compressive loads are required. A cylindrical or prismatic specimen is compressed along two diametrically opposed generators so that a neatly uniform tensile stress is induced in the loading plane. To avoid local failure in compression at the loading generators, two thin strips, usually made of plywood, are placed between the loading platens and the specimen to distribute the load. The specimen fails by splitting because of the induced tensile stress state. The maximum value of the tensile stress, computed at failure from the theory of elasticity, is the splitting tensile strength, ordinarily assumed in the standards to be a material property.The splitting test is simple to perform and gives more uniform results than other tension tests. The strength determined in the splitting test is believed to be closer to the true tensile strength of concrete than the modulus of rupture the splitting strength is 5 to 12 percent higher than the direct tensile strength. It has been suggested, however, that in the case of mortar and lightweight aggregate concrete, the splitting test yields too low a result. With normal aggregate, the presence of large particles near the surface to which the load is applied may influence the behaviour. According to Minders et al, 2003 as the age and strength increase the ratio of tensile to compressive strength decreases (figure ..) Probably due to the effect of drying shrinkage cracks air curing when compared with moist curing reduces the tensile strength more than the compressive strength.

Structure And Function Of The Heart Physical Education Essay

Structure And Function Of The Heart Physical Education try onThe cardiovascular arrangement is a very thickening and unique agreement. The principal(prenominal) structures of the cardiovascular scheme include the summation, farm animal, and agate line vass arteries, capillaries and venas. It is a system that entirelyows any nutrients such as aminic acids, electrolytes and lymph, b either upes, hormones, and argumentation cells to pass end-to-end the system, these all aid in the process of fighting diseases, stabilizing body temperature and primary(prenominal)taining homeostasis.Coronary, pulmonic and general circulations argon the systems that go out bank line to be pump by dint of and throughout the body, coronary circulation is the system that allows squanderer to be pumped through the kernel, pulmonary circulation is the system that pumps note through to the lungs and the systemic circulation which is the system that pumps the blood swell-nigh the rest of the body and to the remaining organs. As humans we have a closed cardiovascular system which means the blood never bequeaths the circulation of the blood vessels. The coronary circulation is part of the systemic circulation by definition it supplies blood to muscles- muscles of the meat (myocardium), moreover it is the only system to provide the summation with blood. The blood comes from the aorta and filters through into the by rights atrium. If the middle didnt receive the blood supply, it would cause severe thread damage.The pulmonary circulation uses the pulmonary artery to take de-oxygenated blood away from the heart through to the lungs which is where the blood is hence oxygenated. The de-oxygenated blood enters the right atrium of the heart and flows through the tricuspid valve and then from there it flows into the right ventricle, here it is then pumped through the pulmonary semilunar valve into the pulmonary artery to the lungs. In the lungs is where the gas ex change takes place, where the CO2 is released and the blood then absorbs oxygen. This is the stage when the pulmonary vein returns the freshly oxygenated blood to the heart.The systemic circulation on the other hand takes the oxygenated blood from the heart and violates it throughout the rest of the body except from the lungs. The system then provides all other organs with the oxygenated blood, the circulation then returns all of the de-oxygenated blood vertebral column to the heart for the process to start all over again. The systemic circulation is a very much lengthier system than the pulmonary circulation due to transporting blood all over the body.(1)The heart pumps oxygenated blood to the body and deoxygenated blood to the lungs. In the human heart there is one atrium and one ventricle for each circulation, and with both a systemic and a pulmonary circulation there ar four house in total left atrium, left ventricle, right atrium and right ventricle. The right atrium is the upper chamber of the right side of the heart. The blood that is returned to the right atrium is deoxygenated (poor in oxygen) and passed into the right ventricle to be pumped through the pulmonary artery to the lungs for re-oxygenation and removal of carbon dioxide. The left atrium receives newly oxygenated blood from the lungs as well as the pulmonary vein which is passed into the strong left ventricle to be pumped through the aorta to the different organs of the body.The blood circuit is flows in the shape of a figure of 8. There are two loopings to this circuit. The make loop carries the blood from the heart to the lungs and back (the pulmonary circulation). The bottom loop carries the blood from the heart all over the body (systemic circulation).The 4 main stages of the cardiac cycle areAtrial Diastole -which is where the snuff it chamber (atria) relaxes and fills with blood from the veinsAtrial Systole- where the atria contracts and blood is furiousness into the rel axing bottom chambers which are otherwise known as ventriclesVentricular systole- which is where the ventricles contract and blood is forced out of the heart in to the arteries.Ventricular diastole -when the ventricles relax and become coiffe for the next pump cycle.The circulatory system also consists of the lymphatic system this is a non-closed system that carries a clear liquid called lymph towards the heart and allows an add up of 20 litres of blood per day through capillary filtration which removes plasma plot of land leaving the erythrocytes. Around 17 litres of filtered plasma get reabsorbed into the blood vessels however 3 litres are then left behind in the interstitial fluid. The main role of the lymph system is to provide an auxiliary route for the unnecessary 3 litres to return to the blood. (4) The lymphatic system has multiple interrelated run shortsit is answerable for the removal of interstitial fluid from tissuesit absorbs and transports fatty acids and fats as chyle from the digestive systemit transports white blood cells to and from the lymph nodes into the bonesThe lymph transports antigen-presenting cells (APCs), such as dendritic cells, to the lymph nodes where an resistive response is stimulated.There are three main blood vessels in the cardiovascular system, these are the arteries, veins and capillaries arteries are amenable for carrying the blood away from the heart, they are made up of a thick elastic muscular environ, which is qualified of stretching as blood is being pumped through at a advanced pressure. The muscle walls are able to contract to force the blood along through the arteries.Veins are made up of a much thinner, less muscular wall compared to the arteries. The blood in the veins is nether considerably much lower pressure compared to the blood in the arteries, this is because arteries require higher pressure in order to deliver the oxygenated blood to the arterioles, capillaries, other organs and tissues and to also prevent the back flow of blood, veins dont require this high pressure because the de-oxygenated blood goat travel from the tissues to the heart through the veins with the sponsor of the muscle contractions. One of the functions of the veins is to ensure that the blood doesnt flow back towards the heart, veins drive valves every few centimetres along, this aids them push the blood in one direction. besides muscle contraction and relaxation can also occur to help squeeze the walls of the veins to help the blood flow back towards the heart when necessary. You can use a stethoscope to hear pulmonary circulation. The sounds that are audible are the ventricles contracting and the valves closing.Capillaries are the littlerest of all the blood vessels they have a wall that is one cell thick, capillaries connect the arterioles and venules this is where all the exchange of nutrients and gases such as oxygen and carbon dioxide occurs- through the capillary surfaces. Leucocytes are able to leave our capillaries in order to digest any micro-organisms that could be a capability threat or disease.Arteries, veins and capillaries are all blood vessels of the body and all of them are routes for the blood to pass through to provide their functions. They all admit tunica externa, tunica media and tunica intima.Blood is carried away from the heart via the arteries and the blood returns to the heart through the veins. Our circulatory system is a transport system the carries our blood, oxygen and waste products to and from our bodys cells in order for our bodies to functions. (2) During systemic circulation, blood passes through the kidneys. This phase of systemic circulation is known as renal circulation. During this phase, the kidneys filter much of the waste from the blood. Blood also passes through the small bowel during systemic circulation. This phase is known as portal circulation. During this phase, the blood from the small intestine collects in the portal vei n which passes through the liver. The liver filters sugars from the blood, storing them for laterWhen it comes to love regulation in order to keep imperturbable our capillaries are satisfactory of forcing the blood supply to the surface of the skin, this allows the air to reach the blood and to cool it more easily, and sweating is also induced as part of the heart regulation. However when trying to keep warm our capillaries work hard in order to reduce the blood at the skin surface and sweating is also reduced. This is known as vasoconstriction and vasodilation. Heat regulation is one of the bring out functions of the circulatory system as well as many other functions. Signals along nerves from the hypothalamus control both vasodilation and vasoconstriction. It is necessary for the human body to have vasodilation and vasoconstriction as it regulates the bodys blood pressure, by constricting and releasing the vessels to allow more or less blood through, for example whilst exerci sing our heart and breathing rates increase and blood vessels in our limbs dilate in order to deliver more oxygenated blood to our working muscle cells. (3) Vasoconstriction is the limiting of the blood vessels resulting from contraction of the muscular wall of the vessels, particularly the large arteries and small arterioles. The process is the opposite of vasodilation, the widening of blood vessels. The process is particularly principal(prenominal) in staunching haemorrhage and acute blood loss. When blood vessels constrict, the flow of blood is restricted or decreased, thus, retaining body heat or increasing vascular resistanceOur blood that is carried virtually in our cardiovascular system is responsible for maintaining its levels in many advance ways. For example haemostasis is a complex drawstring reaction that produces the blood to constipate this is otherwise known as coagulation. The body clots in two different ways, there is the normal clot which is a good manikinat ion that stops bleeding, and there is also a thrombus which is bad as it can block the blood vessels.The endothelium is the cells that create the vessel wall. When the endothelium becomes damaged, for example, when a cut breaks through the wall, collagen fibres then start to appear. These collagen fibres are a protein that is vital for the structure of the vessel wall, these fibres then allow platelets to attach themselves, these are produced from precursor megakaryocytes, its these platelets that lead to the formation of blood clots.The platelets become activated and stupefy to release a chemical called Thromboxane A2 which calls on more platelets to the area. Fibrin, which is the insoluble form of the soluble protein fibrinogen, is then converted by thrombin. The fibrin begins to appear and layers on top of the platelets which start to fuse them together. This fibrin helps the clot form as the red blood cells stick to the fibrin. This process then repeats until the clot is fully formed. This process is measurable for the cardiovascular system, this is because the average human contains around 4.7 to 5.7 litres of blood, if around 30%-40% of this is anomic it could prove fatal or cause severe damage.The blood the is carried around the cardiovascular system, is made of erythrocytes, leucocytes, platelets and plasma which is mainly water, amino acids, proteins, carbohydrates, lipids, hormones, vitamins, electrolytes, dissolved gases, and cellular wastes. Erythrocytes contain a globular protein called haemoglobin which allows oxygen to bind to it this allows the erythrocytes to transport oxygen throughout the body and organs. The haemoglobin molecule is made up of 4 polypeptide chains, 2 containing 141 amino acids and 2 containing 146, attached to each polypeptide chain is a molecule that contains iron and is known as a haem, the function of this molecule is to absorb oxygen until it is fully saturated. Carbon dioxide however binds to the amino acids and not the erythrocytes, this means that is binding to the proteins and not the haem.