Fourth Amendment Issue Essay

Bailey v. United States In this paper I will be discussing the case of Bailey v. United states. First we will be looking to see all the facts of this case to get a clear view of the issue at hand. Then we’ll cover what the issue is for this case, and why it would be an issue in accordance to the Fourth Amendment. I will make a stance in this paper about if I think the issue at hand is or isn’t a violation of the Fourth Amendment. The decisions of all the courts will be looked at, and their reasonings. These sort of cases are important to the ever living and breathing document that is the Constitution because cases like hese help change, form, and update (so to speak) the rights that we are afforded according to the United States. On July 28th, 2005 the police of Suffolk County received information via a confidential informant that he had purchased drugs. The drug deal was for the amount of six grams of crack cocaine. During the drug deal the informant described that he had seen a firearm in the apartment. The apartment was separate space ofa house located in the basement of 103 Lake Drive in Wyandanch, New York. The information gave further details as such. The exact description of the person he had urchased the guns from; â€Å"[a] heavy set black male with short named known as Polo. † Oustice. org, page 2) The informant also gave the exact details of the type and description of the gun that he had seen in the apartment which was a handgun. On the same day the police went to the Judge on call to obtain a warrant. After proving the credibility of the informant they were able to obtain a â€Å"no-knock† warrant. A â€Å"no-knock† warrant is given when there is an idea that the police going to execute a warrant might be harmed or if there is a chance that the evidence expected to be ollected could be destroyed. The search warrant specified the basement apartment as the location to be searched, and items to be retrieved were the handgun and any ammunition to go along with it. A single Detective was given the task of watching the apartment while the warrant was being obtained to ensure that the officers that were going to execute the warrant would know if any one was in the apartment, and if so how many. The affiant then went to the scene while the search unit got ready to execute the warrant. While they were watching the house the two of them itnessed two individuals that could meet the description of the the informants description of Polo exit from the basement apartment and get into a car. The two officers followed the car fora few blocks before pulling over the vehicle. After the car was stopped the officers asked the two occupants to step out of the vehicle and proceeded to pat them down. After the two identified themselves, the officers confirmed the driver was the Polo, and the occupant was a friend he was driving home. During the stop the officer searched the pockets and found a set of keys in Polo’s front pocket. Polo explained the keys were to his apartment. The officer then office stated that he was being ‘detained’ not arrested incident to the search warrant of the apartment. The officer put the two men into a patrol car that was called in and they were driven to the apartment. The second surveillance officer drove Polo’s car back to the apartment while the first drove the undercover car. By the time they all reached the apartment again the search unit had already entered the home, executing the warrant. A gun and drugs were in plain view when they had entered the apartment. It was then that the Polo and Middleton were arrested. The keys that were found in the front pocket were also seized incident to his arrest along with † two addition guns outside the one in plain view, many rounds of ammunition, a bullet proof vest, 40 grams of crack cocaine,39 grams of powder cocaine, drug paraphernalia, and several documents with the petitioners name on them. Several boxes of personal items that indicated someone had recently moved into the apartment. † The police officers also had tried the keys they had seized from Polo and found that one of the keys opened the door to the apartment. It was in April 2006 that Bailey, â€Å"Polo†, was indicted on the multiple counts for having both drugs and firearms in his apartment. The questioned issue here can be clarified by this statement presented in the government brief. † Whether the Fourth Amendment permitted police officers, incident to the execution of a valid search warrant for a deadly weapon at a private residence, to detain an occupant who left the immediate vicinity of the premises, when the detention was conducted as soon as reasonably practicable. † (americanbar. org). The issue seems to be the fact they the pair were ot in the direct vicinity of the place to be searched when they were initially stopped and detained, nor was the warrant being executed when they were pulled over. The key and the statements were the only things that could absolutely tie the petitioner to the apartment and the drugs and firearms found within it. Bailey moved to suppress the evidence of the key that was seized, and his conversation with the two officers during his stop under the argument that they had illegally detained him. The court said this was a legal stop using the case of Michigan v. Summers (452 U. S. 692 1981)) as an explanation as to why the police had a right to detain Bailey. There are three points to the Summers case that explain why an officer may detain someone during execution of a search warrant; those being † officer safety, aiding the completion of the search, and preventing flight if incriminating evidence is found† (ohioattorneygeneral. gov). The first issue of officer safety is considering the fact that people within the residence may being riled and rise up and try to â€Å"harm the officers in effort to conceal or destroy evidence† (law. cornell. edu). Secondly the dea of aiding officers to complete the search claims those that would be detained, if they were not â€Å"occupants [might] wander around the premises, [and] there is the potential for interference with the execution of the search warrant. They can hide or destroy evidence, seek to distract the officers, or simply get in the way. † (law. ornell. edu) Lastly on this seemingly three pronged test when it comes to the Summers case, is the prevention of flight if evidence is found. It is because of the prosecution using this case’s three pronged test to determine the validity of etaining someone during a search that I take a stand on the side of the defense and say that the detention of Bailey is something that unlawful and violated his fourt h particular car is was not. There are many reasons why, but I can simply look at the three prong test and clearly shred two of their prongs to pieces. There was no real reason for them to pull Bailey over after he left his home and because they did the key they found on his person during the pat down and the confessions he made to the officers are something that should have been left out of the trial. When it comes o the first prong of the Summers test in comparison of the Bailey case it is ridiculous to even believe that from nearly a mile down the road that Bailey would have been able to affect the safety of the officers. It was argued that if they had stopped Bailey just outside the apartment people within the apartment could have been notified of the police and they could have been ready to harm the officers, since it was suspected that weapons were in the home. This is true, however if this were the case why did they not simply stop him as soon as he got around the corner? The second art of the three is the fact that there could be an instance where those in the home being searched could go around and destroy evidence or even hide it. I agree that the police can do their Job far more effectively, and search more thoroughly, if they don’t have to keep an eye on those inside a home. However how can this even apply to Bailey? Bailey and the other person that had been in his house were no longer in it. There was no threat that Bailey nor his companion would have been able to hinder the execution of the search warrant. So to me this prong absolutely does not pply in this case. The final result of the Summers prong is that the person in question could become a flight issue if there were evidence found during the search. This is true, Bailey could have fled and become a flight risk if someone were to tip him off that there were cops searching his apartment. However, this is true of any search warrant ever. This is too broad ofa point when it comes to the detention of people. Does this mean that ten miles across town if a search warrant is being executed that they have a right to find you wherever you are until they are finish with heir search? † If not circumscribed, the rationale of preventing flight would Justify, for instance, detaining a suspect who is 10 miles away, ready to board a plane. The interest in preventing escape from police cannot extend this far without undermining the usual rules for arrest based on probable cause or a brief stop for questioning under standards derived from Terry. † (law. cornell. edu) So in closing I absolutely agree that the detention of Bailey in this case was unlawful and one hundred percent violated his fourth amendment rights. When this ase first went to court this petition to withhold the keys and confession was denied by the District court, and The Second Circuit agreed on this finding.

Dramatic Techniques In Hamlet Essay

In your view, how have dramatic techniques been used to reveal memorable ideas in ‘Hamlet’? Support your view with detailed reference to text. Shakespeare’s intensely theatrical revenge tragedy ‘Hamlet’ utilises dramatic techniques to explore memorable issues, which transcend through today’s context due to their universality. The morality of vengeance, inevitability of death and the detrimental consequences of illusions and corruption are issues developed through linguistic diversity and construction. Hamlet’s contemplative and scholarly nature amongst the social and religious hierarchy enforced by the Middle Ages results in his ethical and metaphysical uncertainty of these ideas and subsequent downfall as a Shakespearean hero. ‘Hamlet’ explores how the resonating conflict between appearance and reality inevitably causes disorder within society through dramatic techniques. A.C. Bradley wrote that ‘Hamlet is called upon to assert a moral order in a world of moral confusion and obscurity.’ Hamlet’s metaphoric depiction of Denmark as ‘an unweeded garden’ juxtaposed against the ceremonious kingdom portrays this illusive nature of his society. The symbolic portrayal of a mirrored room within the Castle of Elsinore in Kenneth Branagh’s 1996 film production of ‘Hamlet’ further reflects the transparency of the kingdom and how its conflicting illusions result in the inevitable disorder of society. The dramatic irony of Claudius, the murderer, appearing to grieve over his brother’s death, highlights his misleading character, reinforced through Hamlet’s shock of this ‘villain, villain, smiling damned villain!’ murdering his father, the exclamation mark and repetition increasing dramatic force and atmosphere. The conflict between appearance and reality of Claudius’ guilt thus leads to Hamlet’s confusion and ambiguity, whilst the instability of the political leaders reverberates down the structural h ierarchy. Hamlet’s acknowledgement of his Machiavellian ‘antic disposition’ foreshadows his metamorphosing passions of composure and paroxysms of fury. His lucidity and the austerity of blank verse deteriorate into fragmentary prose, portraying his apparent madness. Through his syntactic variation and language, Hamlet’s illusive persona contributes further to the moral confusion of his world and its chaotic downfall, contrary to A.C. Bradley’s comment. Thus, through dramatic techniques, Shakespeare illustrates the inevitable consequences due to the conflict between illusions versus reality, a universal issue that still transcends through today’s society. Through dramatic techniques, Shakespeare explores the inevitability of death in his tragedy ‘Hamlet’. Hamlet’s beliefs parallel with the Renaissance, an era of the rebirth of learning and contemplation over the timeless philosophical ideas of existence. The antithesis ‘to be or not to be’ in Hamlet’s soliloquy intensifies his sense of conflict on the meaning of life. His divergence and uncertainty is reinforced in his metaphoric and rhetorical questions on whether ‘to suffer the slings and arrows of outrageous fortune’ or ‘to die: to sleep- no more’. Personification of ‘this fell sergeant Death is swift in his arrest’ characterises death and highlights its inevitability. The skulls in the graveyard scene symbolise mortality, emphasising the inescapable fate for all humans. Hamlet’s anaphora ‘Alexander died, Alexander was buried, Alexander returneth to dust’ reflects on the cycle of life, the repetition lengthening his soliloquy on mortality. The following rhyming couplets ‘Imperious Caesar, dead and turned to clay, might stop a hole to keep the wind away’ loses the seriousness of the issue, his language indicating procrastination to delay the plot further. The additional placement of the graveyard scene before the final catastrophic downfall foreshadows the destined death of Hamlet, intensifying the ultimate climatic tension. Thus, through construction and language, Shakespeare explores the universal issue of mortality and the inevitability of death. The morality of vengeance is explored through various dramatic techniques in ‘Hamlet’, and resonates through time as a universal issue, allowing it to be memorable. J. Kerrigan’s interpretation ‘Hamlet knows that revenge would gratify the stern militaristic father whom he loves, and he appears to want to please him; but he cannot overcome his radical sense of its pointlessness’. Hamlet’s hyperbolic comparisons and juxtaposed imagery comparing Claudius to his father as a ‘hyperion to a satyr’ signify his intense devotion to his father, who embodies an older medieval feudal world. However, Elizabethan and Protestant views opposed revenge, causing his scholarly nature to diverge between his repressive feminine side and aggressive male side and debate the moral complexities of vengeance. Shakespeare portrays the dramatic irony of Hamlet’s inaction since he originally claims to ‘sweep to my revenge’ with metaphorical ‘wings as swift as meditation’. This reaction parallels with Laertes’ blind anger through destructive imagery and vengeful language ‘to hell allegiance, vows to the blackest devil, conscience and grace to the profoundest pit!’ However, Hamlet’s indecision is strongly juxtaposed against the impulsive characterisation of Laertes and Fortinbras, lengthening the play further and adding to a sense of delay and dramatic suspense. Through Shakespeare’s use of dramatic techniques, the universal concept on the morality of vengeance is explored in ‘Hamlet’. Shakespeare’s use of dramatic techniques in his exploration of the detrimental effects of corruption and deception allow it to be a memorable issue, which resonates within our modern world. Derek Marsh states ‘Hamlet is a noble figure, shocked by corruption yet holding beliefs in responsibility and justice which stop him yielding to despair or acquiescing in the evil.’ Repeated imagery of poison and disease reveal this ‘rank corruption, mining all within’ the ‘rotten’ state of Denmark, a rigidly structured hierarchy of the seventeenth century. The dramatic irony of Rosencrantz’s and Guildenstern’s corruption and betrayal to Hamlet increases the audience’s suspense, however the inevitable consequences of deception result in their ironic deaths and Hamlet’s decent into evil, contrary to Marsh’s comment. Hamlet’s juxtaposed imagery in his uncertainty of the ghost’s loyalty, being ‘a spirit of health’ or a ‘goblin damn’d’ reflects in his moral conflict between trust and deception, causing his detrimental inaction. Ophelia’s references to ‘rosemary’, ‘pansies’, and ‘violets’ metaphorically depict her feminine and vulnerable qualities of ‘remembrance’, ‘thoughts’, springtime and love, susceptible to the corruptive dominance of her father and brother. These strong patriarchal influences result in her ultimate madness and death, signifying the subsequent victimisation of women due to men’s power games. Thus, the universal issue of corruptive and deceptive relationships and their detrimental consequences are explored through the use of dramatic techniques. [Rhyming in the Play-within-a-play displays Hamlet’s machiavellian need to ‘catch the conscience of the king’ ( allows audience to observe both characters inside and outside this set play ( adds to suspense and intrigue of action. mounting tension + Claudius’s sudden exit] ‘Hamlet’ ultimately explores the universal ideas on the morality of vengeance, inevitability of death and the detrimental consequences of illusions and corruption. Hamlet’s conflict between these difficult ethical and metaphysical issues, results in the weakness of his mind, his hamartia, causing his ultimate downfall. Through dramatic techniques, a new dimension amplifies meaning and atmosphere, allowing the audience to experience an overall cathartic effect.

The Physics of a Truss Bridge

There is many reason that we need bridges in every day of our life, from sufficient means to pass over a roadway, waterway, railway, or other structure. You don’t even think about them because it takes no effort to get over them and they are just there for your use. So if you don’t think of them for everyday use I highly doubt that you would think of the physics that is involved in putting one together or the kind of force the bridge can actually take.I am going to show you the max force a truss bridge can take by demonstration it to you in class and also by trying to calculate it. I am also going to go over the many ways that truss bridges can fail and come to a tumbling crash. Before I get into the physics of the bridge you need to know what a truss bridge is and how it works. A truss is a structure composed of members connected together to form a rigid framework. Members are the load-carrying components of a structure. In most trusses, members are arranged in interco nnected triangles, as shown below.Because of this configuration, truss members carry load primarily in tension and compression. Because trusses are very strong for their weight, they are often used to span long distances. They have been used extensively in bridges since the early 19th century; however, truss bridges have become somewhat less common in recent years. Today trusses are often used in the roofs of buildings and stadiums, in towers, construction cranes, and many similar structures and machines. An easy way to understand how a truss bridge works is to use a nutcracker and a sting tied to the ends of the nutcracker.So even if you push down on the nutcracker it will not move or slide on the table. This is because the nutcracker is in equilibrium. I am going to show you a little of a harder way of calculating it with three triangles that are in the shape of a truss bridge so you can understand how the bridge works 400N 800N A B C D E 2m 500 N 700 N Sum of torques = (1m) (-400 N) + (3m) (-800N) + (4m) (E) =0 E= 700N Sum of forces = Ay +E -400N- 800N Ay = 500N Now that we know how the forces are laid out, let’s take a look at what is happening at point A.Remember that all forces are in equilibrium, so they must add up to zero. 500N 60Â ° A T Ac T AB Sum of Fx = Tac + Tab Cos 60 =0 Sum of Fy = Tab sin 60 +500N = 0 Solving for the two above equation we get Tab = -577 N Tac = 289 N When you apply external loads to a structure, external reactions occur at the supports. But internal forces are also developed within each structural member. In a truss, these internal member forces will always be either tension or compression. A member in tension usually stretches, like a rubber band because the tension force tends to make a member longer.This is the opposite for compression. When a member is in compression it is usually being squashed, like squashing a block of foam between your hands. B 289 N 289 N 577 N TAB = -577 N TAC = 289 N B A A 577 N The negative force means that there is a compression force and a positive force means that there is a tension force. Now let’s take a look at point B. 700 N 500 N 2m E D C B A 800N 400N 577 N B 60Â ° TBC TBD 400 N Sum of FX= TBD + TBC Cos 60 +577 Cos 60 = 0 Sum of FY = -400 N + 577 Sin 60 – TBC Sin 60 = 0Once again, solving the two equations TBC = 115 N and TBD = -346 N If we calculated the rest of the forces acting on the various points of out truss, we will see that there is mixture of both compression and tension forces and that these forces are spread out across the truss. When I am going to test the maximum force of my paper truss bridge, I have calculated that it should hold 5 kilograms with no problems and probably will even get up to 10 kilograms. My bridge weighs about 55 grams so my bridge should have a strength-to-weight ratio of over 90, which is very good and if I can get it to hold 10 kilograms it will be wonderful.Once we hit the maximum load we are going to see my bridge come to a crashing end. My crash will be due to over loading, but there is many more reason why bridges come to crashing ends. Some of the more common ones are overloading, collisions that cause damage to the bridge, poor construction, and wear and tear. There are many other things that could make a bridge fail but they get particular, like a bolt in a joint rusting out causing the whole structure to become unsound. Overall we have learned the physics that it takes to keep truss bridges stands, which is a lot.We also came to understand that there is a lot of tension and compression in a truss bridge and that it is a key component of the bridge even though you can’t really see it happening. Plus how bridges will eventually come to a crashing end and what cause them too and hopefully that what we will see happen to my bridge when I demonstrate it in class.Bibliography Boon, Garrett. Model Bridge design. 2010. 30 11 2010 . Britannica, Encyclopeadia. truss bridge. 2010. 31 12 2010 . Buzzle. com intelligent life on the web. 2009. 31 11 2010 . Donan Engineering. 2010. 29 11 2010 . Serway, vuille. College Physics. belmont, CA: brooks/cole, 2009.

Human Health Risk Essay Example | Topics and Well Written Essays - 3000 words

Human Health Risk - Essay Example The Safe Drinking Water Act calls for security plans of water systems utilizing groundwater sources. The process involves in protecting the surface area above an aquifer from contaminations infiltrating into the groundwater (http://www.lenntech.Com/groundwater /contamination.htm#ixzz0XC smocST, retrieved 18 Nov. 09). Pure water comprises of indispensable chemical constituents of water. Drinking water generally contains a certain quantity of minerals, which it gets from its source, storage conditions, treatment, supply, and household plumbing system and their conditions. These minerals and components mostly take place at very low degrees and do not present a major risk to human or animal health (http://earthsci.org/teacher/basicgeol /groundwa/groundwa.html, retrieved 20 November 2009). A broad range of chemical compounds can lead to contamination of groundwater if released to the underground environs. They are organic and synthetic compounds, inorganic compounds, like pesticides, and other pollutants. Since drinking water arrangements obtain their water from groundwater origins so if the source is polluted then naturally the drinking water is also contaminated (http://earthsci.org/teacher/basicgeol /groundwa/groundwa.html, retrieved 20 November 2009). Groundwater is in constant motion; even though the rate of its movement is normally slow than the water movement in a stream. The reason behind the slow motion is that the ground water has to pass by the complex passages between open spaces inside the rock. Initially the groundwater moves down as a result of the pull of gravity. Groundwater can also move up as it flows from high-pressure regions to low pressure regions (http://earthsci.org/teacher/basicgeol/groundwa/groundwa.html, retrieved 20 November 2009). The chemical contamination mentioned above is known as "point sources" of water contamination. Chemical pollution in water will have the same effect as that of any other kind of

Research paper about lululemon Example | Topics and Well Written Essays - 500 words - 6

About lululemon - Research Paper Example According to this journal, Lulu Lemon has been in a position to sell approximately 95% of its products at a full price. This has been based on the strategy that involves offering fewer products in its outlets to ensure that consumer are instilled with a perception of scarcity (online.wsj.com). The core items are usually not placed on sale in most cases, in this case, when a client finds such products on the shelf, he or she feels that the product is scarce and will take it at the prices offered without considering any form of discount (online.wsj.com). In addition, the company has a strict return policy stating that no goods are supposed to be returned after fourteen days of sale; the policy also states the goods cannot be returned after they are washed worn: Such a policy has ensured its clients of the high quality of the products, thus determining the prices. The company does not rely on large quantities of data to determine their clients’ needs, thus the determination of pricing, but rather focuses on taking direct feedbacks from clients, thus making necessary improvements on their products, which also influences prices. According to Christine Day the new Company’s Chief Executive Officer, the application of large quantities of data retrieved from websites, focus groups as well as client-management relationship software to determine quality and track purchases, may provide invalid information, thus a false sense of security (www.businessinsider.com). The use of direct clientele feedback is crucial in redefining products as well as the determination of associated prices. Taking feedbacks from clients has been achieved through training its employees on eavesdropping as well as taking direct complaints from clients (www.businessinsider.com). The application of a product lifecycle is another strategy that has been applied by the company. The company ensures that when a new product, with a new color is introduced, it is

The subprime meltdown Essay Example | Topics and Well Written Essays - 1000 words

The subprime meltdown - Essay Example Automated systems allowed people to go online, apply for a housing loan and simply wait for the cheque to come in. Wall Street greedily provided the money for these loans as investors rushed to pick up shares in hedge funds that were supposed to give a high level of return with a high level of risk. The loans that were given out often required no down payments and could also have needed nothing more than interest payments for a year or more before the principal payments would be added to the bill. Effectively, what was considered a niche product only to be given out after careful scrutiny, became a mainstream product for banks and lending institutes (Browning, 2007). The subprime housing loan market was thus seen as virgin territory where banks needed to make inroads before the competition. They expected to get great returns but their investment risks were greatly underestimated. In fact, in some cases the risks appear to have been ignored while the search for short term profits and sales figures come out as the only important needs of the banks. The situation has taken the American economy to a place where experts are calling it the â€Å"worst financial crisis since the Great Depression (Essen, 2008, Pg. 1)†. In some ways, the problems in the current crisis can also be due to the very structure and nature of the American market and the American business environment. The buyers and sellers on Wall Street seem to respond to short term gains and short term results much better than looking at how stable the business practices of a company really are. This makes analysts such as Clendenning (2008) to say that American banks and other lending institutions with a ‘casino mentality’ while they were taking unnecessary risks. Even if the banks understood the risks involved, the lure of the rewards was simply too great for them to ignore. The crisis itself

Organizational behavior during an economic crisis Essay

Organizational behavior during an economic crisis - Essay Example Moreover, sudden changes in circumstances and events bring their own set of complications. The financial crisis that is affecting individuals, companies, industries, countries and whole regions demands more than the simple and traditional ideas of motivation. This study surveys the European car industry by taking a closer look at the industry in two specific countries viz. Germany and the Czech republic. The problems being faced by carmakers in these countries are highlighted to serve as examples of what the industry is experiencing. This provides the background for the typical motivational issues arising during the ongoing financial crisis. Methods are then suggested that could be effective during this crisis, and an explanation is offered at the outset as to why the motivation method used during crises would be different from the period before the crises. â€Å"Motivation in an organizational setting is a social process in which some members try to influence others, to work harder, work smarter, work more effectively.† (Buchanan, 1997: 83) Whether there is a crisis or not, this remains the same under all conditions unless the organization does not seek to be progressive any longer. The organizational goals are the same, and the same tools used to keep employers engaged and motivated are employed except that priorities change in line with the change in contextual circumstances. Taylor’s scientific approach to organizational management may seem to be appropriate for a mechanical production industry as the car industry is, but people are not mere mechanical beings like cars. Maslow’s hierarchy of needs provides a better identification of the needs of workers and therefore is a model for employee motivation, at least under normal conditions. Effective task fragmentation however could provide a basis for improving efficiency. Maslow’s lower categories identify physiological, safety, social and esteem needs. The first covers basic needs of food and

Hospice Care Essay Example | Topics and Well Written Essays - 1000 words

Hospice Care - Essay Example Although the modern hospice care started in the 17th century, it was Dame Cicely Saunders who pioneered the foundational principles of the modern hospices in the 1950s. The movement of hospice care, which has met with several types of criticisms through its development, has enjoyed a rapid expansion in the UK, the US and several other nations. "Pioneered in England, hospice took root in the United States during the 1970s and was added as a benefit to the Medicare program in the early 1980s. Its origins lie in a grassroots movement that lay outside the medical mainstream and was informed by an ethic of compassion, dignity, and service. More or less self-consciously, hospice care was initially designed for people who were dying of cancer, and who had a functional family support system and a home where they could be cared for away from the high-tech hospital environment. Over time, the vision and the values of the hospice movement have developed and matured." (What Is Hospice Care 2003, p 6). The movement of hospice care has undergone development through various stages in the history of nursing and it is essential to compare and contrast nursing role, processes, etc during the twentieth century and early twenty first century. The various stages of the development of the hospice care include the periods 1920-1929, 1930-1945, 1946-1959, 1960-1975, and 1976 to present, and the nursing role, processes, etc in the hospice care has improved through these stages. In the health care industry, hospice has been a considerably newcomer, although the origins of hospice are in antiquity. The modern hospice care program has its origin in the mid-1960s in the founding of St Christopher's Hospice in England. The hospice movement has been significant development in health care industry as it has provided several strategies for the treatment of people who are no longer candidates for curative or rehabilitation services. "Traditions of kindness for sick and dying patients are to be found in all societies from antiquity. The beginning of the modern hospice movement is usually attributed to Dame Cicely Saunders, who founded St Christopher's Hospice in London in 1967. Two years later Elizabeth Kubbler Ross published her book, On Death and Dying, based on her experiences talking with dying patients in a Chicago hospital In 1953 the first advanced mammal, a dog named Knowsy (because he knew what was on the 'other side') was successfully resuscitated. Further advances in resuscitation and advanced life-support led to the propagation of cardiopulmonary resuscitation (CPR) and intensive care units during the early 1960s." (Hallenbeck, 2003, p 3). Therefore, the modern hospice movement has undergone vital improvements since its founding and the role of the nurses as well as the process of the care has gone through various stages. In a reflective analysis of the history of hospice care in the twentieth century, one realizes that there have been several developments in this nursing care with regard to the role of the nurses and the process of the care. Significantly, hospice can be comprehended as a philosophy of caring which respects and values the dignity and worth of every human being. Therefore, a good hospice care may be understood as the practical expression of the personal and professional commitment in the nursing care. Hospice care, which is meant for people approaching

Securing the US Border Term Paper Example | Topics and Well Written Essays - 2500 words

Securing the US Border - Term Paper Example A lot of other technological measures were also taken to enhance border security. On September 11, 2001, two towers fell, but a nation of millions rose as one. The aftermath of the terrorist attacks was massive. It defied the whole foundation of US border security. People were left feeling unsafe in their own homes. The terrorist attacks cut a huge swath across the US policy landscape, ranging from major military and foreign policy actions to the biggest reorganization of the federal government since shortly after the end of World War II. Since the hijackers entered the country through legally issued visas, immigration was automatically linked with terrorism and border security. As a result, the structures of the federal immigration bureaucracy and immigration policies at the borders and within the US interior have been dramatically reshaped, along with other border security measures and economic policies. 9/11 was an attack on the democracy and the open economy of the US. US and Canada share a border that stretches across 8,893 kilometers of land and three oceans, and the US and Mexico share a border that is extended for 3141 km(Universalium,2010). It is the general consensus of the American population that the Mexican-US border needs to be more secure as to stop the smuggling of drugs and illegal immigrants but Senator Lieberman, in a report emphasized that the Canadian border should be more secure as there are more extremist Islamist families living in Canada. Border patrolling dates back to as early as 1904, when mounted watchmen patrolled the border to prevent illegal Chinese immigrants. Now, border security is just not limited to patrolling watchmen, but also includes biometric scans, lasers, virtual fence, cameras, motion detectors, and sensors.

Reducing Energy Consumption in Residence Essay Example | Topics and Well Written Essays - 750 words

Reducing Energy Consumption in Residence - Essay Example However, there is evidence (Herring, H., Roy, R., 2002) to show that using energy (and in particular electricity) more efficiently does not necessarily lead to a reduction in energy use. Indeed there is evidence that using energy more effectively actually tends to increase its use - given the opportunity; people prefer to be warmer, rather than to reduce the cost of heating for example. (This, and other examples of the â€Å"Rebound Effect† are discussed in a wide range of studies, some of which are listed below) Given this, it would seem that enabling students to use energy more effectively and economically may serve not to decrease its consumption, but rather to increase it. There is a growing trend now towards a principal of â€Å"the polluter pays† (O’Conner, M.,1997, chap.1) by which is meant that there is a fiscal cost of pollution (including greenhouse gasses) and that those responsible for its creation should be required to bear its economic cost. There is also a tendency for suppliers of services (particularly in the energy market) to unbundle their services, allowing consumers to see clearly what they are buying and at what cost. It would be possible for the University to combine these two trends, and to separately charge students for their energy use, instead of as at present including this in their overall accommodation charges. In doing so students would then become aware of exactly how much they are paying for energy, and be incentivised to manage their consumption.

ITIL (IT Infrastructure Library) Service Desk Essay

ITIL (IT Infrastructure Library) Service Desk - Essay Example They have, thus, transformed from having an IT centric focus to business service focus (that is organizations now adopt service oriented approach to managing IT services rather than the technology oriented approach) and this fact has affected the business entirely. (Knapp, 2010, p. 14). Furthermore, organizations have started to value the service desk and work on its expansion as it has given great boost and support to their business services and increased customer satisfaction tremendously. Brief Introduction of ITIL and Service Desk ITIL is among the many standards that provide best practices and frameworks to business professionals and organizations on how to manage, optimize and improve the quality of their business services through the management of IT services. However; such attempts have been made previously before ITIL came into being. So what is the difference between ITIL and other concepts before it? ITIL differs from other concepts because it contains all of the Service M anagement best practices along with the best practices related to the management of IT services for the betterment of business functions. ... (Grande-Bretagne, 2004, p. 3). ITIL was first produced in 1980. At that time, it had ten books which were on two main topics: Service Support (which is a user oriented point of interface) and Service Delivery (which is a customer oriented point of interface) . Five of the books targeted the former topic and the other five targeted the latter. The ITIL guidelines progressed and version 3.0 was published in 2007 that consists of five books which include Service Strategy, Service Design, Service Transition, Service Operation and Service Improvement. All these five books discuss a total of twenty processes that can help to implement and manage IT services effectively. Also the functions that carry out these processes are discussed. In the Service Operation book, one of the functions discussed is the Service Desk function. The Service Desk function is a business function that involves all the ten processes that come under the Service Support and Service Delivery and thus it provides a sin gle point of contact from customers to the information technology. (Knapp, 2010, p. 129). Furthermore, all service requests, incident reporting, problems and changing of requests by customers/users of a business organization go through the service desk of the organization as it is the interface through which a user can connect to the IT Department of the organization. The service desk function in an organization binds the users with the service providers (IT department professionals) and through this function the service providers are able to perform the end users informed of service action and events that may affect their daily transactions and any other IT related issue. Hence, it becomes a single point of communication which helps in

Honda Malaysia Essay Example for Free

Honda Malaysia Essay Honda made its first foray into Malaysia in the 1960s, establishing Kah Motors Sdn Bhd as the distributor for its products. On 15 November 2000, Honda Motor Co. Ltd. of Japan cooperates with DRB-HICOM Berhad and Oriental Holdings Berhad, and then Honda Malaysia Sdn Bhd was established. Since then, Honda Malaysia has been a strong and active player in the Malaysian automobile market. In 2003, the company set up a manufacturing plant in Malacca. Spread over 80 acres of land, the Pegoh Plant has a total built-up area of 13 acres and rolled out its first car, a CR-V, in January 2003 . With this plant, not only is Honda Malaysia optimistic of achieving high sales every year, it has further strengthened Hondas reputation in Malaysia. By 2010, over 225,000 cars had been managed to sell by Honda Malaysia. It also received the ISO 14001 and ISO 9001 accreditations because of its good Environment Management System and Quality Control. The slogan of Honda is â€Å"The Power of Dreams†, their aim is to change the dreams into reality. One of their dream is making all cars as green as the forest, and now they are achieving this slowly. The Honda Integrated Motor Assist (IMA) system incorporates two power sources, producing a synergised technology to enhance driving performance and environmental protection. IMA system not only gives superb fuel efficiency, it helps to save the environment by cutting down on carbon dioxide discharges while enabling a sporty driving experience. With having this technology, Honda managed to reach another landmark in the Malaysian automobile. Honda’s hybrid model was first launched in December 2010. Its advanced technology and stylish designed had attracted people from making an order of 500 units within the first 10 days of launching. Advanced performance, futuristic designed, comfortable are the elements that Honda cars can always have high market share in the non national car segment. All Honda cars come with the i-VTEC engine, which is famous because of its perfect balance of high performance and fuel economy. Honda Cars produce various models which are Civic, Civic Hybrid, City, Accord, CR-V, CR-Z, Freed, Insight, Jazz, Jazz Hybrid, Stream. These models are produced to fulfil various type of customer. As an example, Accord is more spacious, sporty, and powerful, it is mostly designed for men. City is more affordable and its size engine range is lower. While Freed can contain 6 peoples, it is more suitable for those who have big family. Safety also one of the most important element when Honda are developing cars. Honda insist of making cars with high levels of safety to ensure everyone can have a safe and pleasant journey whenever they go. Honda’s G-CON (G-Force Control) technology is developed to scatter and absorb impact energy, reducing injuries and significantly improving safety for everyone involved in an impact, be it the driver, passenger or the pedestrian. VSA(Vehicle Stability Assist) technology keeps driver and passengers safe by keeping the vehicle stable and preventing skidding to avoid accidents. Honda established an indoor all-weather vehicle-to-vehicle crash test facility located at the Tochigi Research and Development Centre, Japan. The centre conducts a diverse range of crash test from a variety of directions and weathers, at varying speeds and vehicles of different sizes to better understand, design, and protect against real world collisions. It is also equipped with the technology to capture different viewpoints and scenarios of tests conducted. Once the customer purchase car, Honda believes a lifelong relationship with the customer begins, so it is important for Honda to build an on-going relationship through high quality after-sales services. To provide optimal standard of sales and high quality after-sales service, Honda Malaysia offers the 3S – Sales, Service and Spare Parts facilities at 56 of the 59 Honda dealerships across Malaysia. The 3S concept is a constituent of Honda Malaysia’s policy of prioritising customer satisfaction while creating an enjoyable customer experience.

Classification Of Network Topology

Classification Of Network Topology The term topology refers that way in which the end points, or stations, attached to the network are interconnected or it is the arrangements of systems in a computer network. It can be either physical or logical. The physical topology refers that, how a network is placed in a physical way and it will include the devices, installation and location. Logical topology refers that how a data transfers in a network as opposed to its design. The network topology can be categorized into bus, ring, star, tree and mesh. Hybrid networks (They are the complex networks, which can be built of two or more topologies together). Bus Topology A bus topology is characterized by the use of a multi point medium. A long and single cable acts as a backbone to connect all the devices in a network. In a bus topology, all computers are stations attaching through the tap (an interfacing hardware to connect to the network) and it connects directly to the bus network. Datas are transmitting and receiving to the bus, by the duplex actions between the tap and the device. Devices in the bus topology send a broadcast message to the other device for communications. But the proposed device can only accepts and processes the messages. Advantages Bus topology can install very easily on a network. Cabling will be less compare to other topologies because of the main backbone cable laid efficiently in the network path. Bus topology suited for a small network. If one computer fails in the network, the other computers are not affected they will continue to work. It is also less expensive than star topology. Disadvantages The cable length will limited and there by limits the number of stations. The main cable (backbone cable) fails, and then the entire network will fail. It is very difficult to trouble shoot. Maintenance cost is very high in a long run. Terminators are required for both the ends of the cable. Ring topology The ring topology is the network consists of dedicated point to point connection and a set of repeaters in a closed loop. Signals passing through ring in a single direction until they reach to its final destination. It may be clock wise or anti clock wise. Datas are transmitted in the form of frames. These topologies are used in school campuses and some office buildings. Advantages It performs better than star topology under heavy work load For managing the connection between the computers, there is no need for the network server. It is cheaper than star topology because of less wiring. By adding the token ring in the network, can create large network. Very order network because all the devices has a access to the token ring and opportunity to transmit. Disadvantages A failure or break in the ring, it can disable the entire network. It is much slower than an Ethernet network with under normal load. Any moves, changes and ads of the devices can affect the network. Network connection devices like (Network adapter cards and MAU) are much more expense than Ethernet cards. Star Topology Star topology is the network in which each station is directly connected to a central connecting node called hub. In star topology all the devices are not directly connected to one another. All the devices are connecting to the central server (switching hub). This topology does not enable the direct traffic between the devices in the network. A controller act as the interface between the devices. A star topology feature, each device needs only one link and one input/output port to connect the number devices in the network. This type of topology is used in local area networks (LAN) and sometimes high speed LAN often uses a star topology with central hub. Advantages If anyone connection is fails in the network, it will not affect the entire network. Only that connection or link affected. It is easy to identify the fault and fault isolation. Easy to expand the network in the star topology. No failure to the network when connecting or removing devices. It is very easy to manage because of its simplicity in the function. Disadvantages In a star topology, if the central connecting device goes down, the entire network will fails. It requires more cable length compared to the linear bus topology. Star topology is more expensive than bus topology because o the connection ports like hub. Tree Topology Tree topology is the generalized form of the bus topology. It integrates the multiple star topologies together on to a bus. The data transmission of the tree topology, through the cables with closed loops. The transmission medium is a branching cable with no closed loops. The layout of the tree topology is beginning at the head end. These layouts have many branches and these are quite complex layouts in the topology. Any transmission from the device is going through the medium and it can receive by all other devices in the tree topology network. Tree Topology will give the expansion of the existing network. Advantages Tree topology is well supported by the hardware and software vendors. Point to point wiring for each and every segments of the network. It is the best topology for the branched networks. Disadvantages It is more expensive because more hubs are required to install the network. Tree topology is entirely depends upon the backbone line, if it fails then the entire network would fail. It is very difficult to configure and wire than other network topologies. In a tree topology, the length of network depends on the type of cable being used. Mesh Topology In a mesh topology, every device has connected to each other or a dedicated point to point link to every other device. (Dedicated term means that the traffic links only between the two devices it connects). To find the number of physical links in a fully connected mesh network with n nodes, we first consider that each node must be connected to other node. Node 1 must be connected to n-1nodes, node 2 must be connected to n-1nodes, and finally node n must be connected n-1 nodes. If each physical link in the network can allow the communication in both directions, we can divide the number of links by 2.In other words we can say that in a mesh topology, we need n (n-1)/2. Suppose if we are connecting 15 nodes in a mesh topology, then the number of cables required; CN = n (n-1)/2 CN = Number of cables = 15 (15 1)/2 n = Node = 15*14/2 = 15*7 = 105 Therefore, the total number of cables required for connecting 15 nodes = 105. Advantages There is no traffic problem because of the dedicated link in the mesh network. Mesh topology is very strong. If any link becomes not active it does not deactivate the entire system. Point-to-point links make full identification and fault isolation easy. Security or privacy for data travels along the dedicated line. Network can be expanded without any disruptions to the users. Disadvantages Installation and reconnection are difficult. Mesh topology required more cabling and the number input/output ports comparing with other network topologies. Sheer bulk of the wiring can be greater than the available space can accommodate. The hardware required to connect each link can be prohibitively expensive. Hybrid Topology A network can be hybrid, which uses two or more network topologies together in a network. An example of hybrid technology is the star ring network. OSI Model in the Network The OSI model was developed by the ISO (International Organization for Standardization) in 1947, as a model for a computer protocol architecture and as a frame work for developing protocol standards. The purpose of the OSI model is show how the communications are going through in a network between different systems. The OSI model is not a protocol; it is a model for understanding a network architecture .This model is flexible, very strong and interoperable. The OSI model is a layered frame work for the design of network systems that allows communication between all types of computer systems. OSI model contains of seven layers, each of which defines a part of the process moving information across a network. The OSI reference model has been divided into two categories according to their specific functions in the network architecture; upper layers and lower layers. The lower layers are used to allow traffic through the network to the other system. The other four layers are used to complete the process to the other system. The Advantages of the OSI model are given below It helps the user to understand the whole features involved in networking OSI model gives a better understanding to the users that how a software and hardware components working together in the networks. Troubleshooting in the OSI model is easier as it breaks the network into usable layers The basic functional relationship terms are defined so that it can be used by network professional on another network The users can understand new technologies as they develop in this model Upper Layers of the OSI Models are; Application layer Presentation layer Session layer The upper layers have act as an interface between the end user and the applications. It consists of all the issues about the application, presentation and sessions and these layers are applied in software only. The application layer is more close to the end user. Examples of upper layer technologies in the OSI model are SNMP, FTP, and WWW etc. Lower Layers of the OSI Model Transport Layer Network Layer Data link Layer Physical Layer These layers provide network specific functions like data transport issues (flow control, addressing and routing). The bottom layers in the OSI model (physical layer and data link layer) can use in software and hardware also. TCP, UDP, IP, IPX are some examples for the lower layers. Application layer The application layer act as the interface to the end users can access the network. Application layer is the layer the user sees in contest of loading an application such as e-mail, supporting the file transfer, ability to print on a network, surfing the World Wide Web etc. These layer have another specific functions like network virtual terminal, access and management, mail services and directory services. Protocols used in this layer are SMTP, Telnet, FTP, and SNMP. Presentation layer In the presentation layer, the application formats the data to be sent out on the network depending on the presentation layer. The presentation allows applications to read and understand the data or message sent.The presentation layer is also responsible for the translation, compression and encryption. Messages are sending between the layers. Presentation layer will translate data into understandable for the transmission. This layer also handles the encryption, decryption, data compression and decompression. Session layer The session layer is the network dialog controller. It establishes, maintains and synchronizes the interaction among communicating systems. This layer is responsible for opening, using and closing session. It handles the remote procedure calls. Session layers are communication through the gateways and application interfaces. Session layer will also places check points in the data flow. Examples for the session layer are SQL, ASP, and RPC etc. Transport layer The transport layer offers end to end communication between the two end networks devices in a network. The transport layer is also responsible for the delivery of a message from one process to another. A process is an application program running on a host. The transport layer ensures that the whole message arrives intact and in order, overseeing both error control and flow control at the source-to-destination level. Transport layer gives a type of address to the data called port address. Transport layer also have the responsibilities of detecting transmission error and the proper sequence. This layer divides the messages into smaller packets and it controls the data flow. Network layer A Network layer provides the end to end (source to destination) delivery of a packet, across the multiple networks (links). This layer ensures that each packet gets from its point of origin to its final destination. Network layer gives logical addressing, so that endpoint (receiver) can be identified. During a packet delivery process it send messages and report errors. This layer also defines the routing works and how routers can learn how a packet can deliver. Examples for network layer protocols are IP, IPX, and TCMP etc. Data link layer A Data link layer transforms the physical layer, a raw transmission facility, to a reliable link. It makes the physical layer appear error-free to the upper layer. This layer divides the datas into frames and gives the physical address. It uses the MAC address for define a hardware or data link address .Data link layer handles the flow control, error control and the access control. This layer can identify the specific computer on the network. Data link layer contains two sub layers; Logical Link Control and Medium Access Control. LLC is the upper layer and which maintain and establish the communication links to the device. And it also responsible for the frame error control and addressing.MAC is the lower sub layer of the data link layer. It controls how the devices sharing the media channel. Physical layer A Physical layer is used to define the connector and interface conditions, also the medium requirements which are cables. The Electrical, Mechanical, Procedural and Functional conditions are also defined by sending a bit stream on the network. This layer defines the characteristics and different types of medium. Physical layer defines the data rate i.e. the duration of a bit or how long they will exist. Physical layer will tell the transmission mode between two devices. Examples for the physical layers are Cables, hubs, switches, repeaters etc. Conclusion Network topologies helps the user to understand the whole features involved in networking and also how the software hardware components together in networks. Network topology provides easy to trouble shooting the OSI models. Users can understand very well about the new technologies in the OSI model. Resources I have searched various websites and books for gathering information about the network topologies and OSI model. Strength of the project I have studied the assignment very deeply and did very hard work for doing this assignment. I collected different type of resources for getting the information for this project like books, journals and websites etc. The project has been completed with the support of my lecture by giving some useful tips. Effective time scheduling really helps me for doing the project. Weaknesses of the project It was very hard to find out the important information for this assignment. Lack of experience for doing these kinds of assignment. What I learned from this project Project planning is very much important for doing a successful project. If we can spend relatively more time on our project, it will be much better for the project. I have learnt how to work under pressure and how to complete the given project in a scheduled time.

Analysis of the Organic Food Industry in Malaysia

Analysis of the Organic Food Industry in Malaysia Chapter 1 Introduction 1.1 Introduction Today, with the advancement of science and technology, humans have more exposure to information technology, knowledge and education than ever before. As a result, people become more aware and sensitive to the environment and their surroundings. A quality and healthy lifestyle have becomes a kind of necessity to the modern generation. Among others, Organic Food is recognized to be one of the contributors to a healthy lifestyle. Almost every day, you can read or see Organic topic everywhere around you. From newspaper, magazine, billboard advertisement, internet and etc, Organic has slowly becomes a trend to the modern society. However, a few issues have been identified in the Organic Industry in Malaysia. These factors have a strong role in influencing the purchasing and consuming of Organic Food in Malaysia. Therefore, it is important to identified and understand every factor of influence that affect the purchasing and consuming of organic food in Malaysia as all this factors will affect the entire industry from farmer, retailer, produces and even the consumers. 1.2 Background of Study 1.2.1 What is organic food Based on United State, European, and international definitions, organic food is define as without using any material substance in the food itself, but instead by the holistic methods used on organic farms. According to Gracia and Magistris (2007), the intention of organic production is to eliminate chemical used on the food production in order to promote healthier and safety food. Moreover, organic food also means that it is not cultivated using chemical-derived pesticides fertilizers and herbicides. As an alternative, the process of planting and farming the organic food are by using holistic methods such as compost, crop rotation, and biological agents over a natural period of time. According to National Organic Standard Board of the U.S Department of Agriculture (USDA) in year 2000, they established a national standard for the term organic. Organic food, it is defined by how it cannot be made rather by how it can be made, which must be produced without the used of sewer-sludge fert ilizers, most synthetic fertilizers, and pesticides, genetic engineering(biotechnology), growth hormones, irradiations and antibiotics (TheStar, 2005). From the individuals point of view, organic means it is grown in a natural environment without any chemical, antibiotics, genetic engineering, and any synthetic products or in simple way, organic mean natural or go back to the traditional way of modes of agricultural. As an overview, the developments of organic food always work in cooperation with nature environment. Normally peoples definition of organic food maybe was just vegetables and fruits, but actually plenty of foods category like meats, eggs, livestock, dairy products and many more are also conclude as organic food. This issues supported by the research conducted by Padel and Foster (2005) where respondents only associate organic term with vegetable and fruit. Generally, organic food includes plenty of categories which include vegetables, fruits, bread, meat, eggs, coffee, juice, rice, tea, potatoes and etc. Other than that, organic food like egg, meat must be free of all kinds of antibiotics or growth naturally in a clean environment. To sum up, organic food is more environmental friendly since it does not create any pollution and waste to the earth. Besides, they give a tremendous opportunity to human being which led to healthy lifestyle and provide a better environment. Organic consumers carry a meaning of who are not only prefer an improved and healthier lifestyle but also environmental exportation and responsible to take care of the nature (Midmore et al, 2005). In addition, it also brings advantage to whole economy by increase business activities, trade, production and consumption. 1.2.2 The fact of organic The rise of demanding organic food and healthy lifestyle in both developed and developing country is not just a passing fad. The popularity of consuming organic food is now in an increasing manner in all over the world where it also includes Malaysia. Increased consumers concern and care regarding food safety and quality as well as health and nutritional aspect of food resulted in increased demand toward organically produced food. Such trend is a kind of reaction to numerous health affair related to processed food (Davies et al, 1995). Refer to the press release post by Nestlà © Malaysia in year 2008, it shows that organic growth reached 8.9% including 3.4% of real internal growth. In Europe, organic growth of Nestlà ©s total Food and Beverages business is about 5.4% and the growth rate is presented around 9.5% in United State and Asia, Oceania and Africa is at the rate of 14.2%. Functional food such as health supplements and organic food was projected reach RM234bil (US$65bil) in 2003 at global market place. It is estimated reach RM601bil (US$167bil) in 2010 by has the growth rate of 14% annually. According Federal Agricultural Marketing Authority (FAMA), in the year of 2001 the sale for organic food has achieved USD 8 billion world wide. The sale value of organic food is estimated to have growth rate at 20-30% by year 2005. The organization stated that if compared with others agricultural products, organic food has high potential for commercialization in Malaysia. Demand for healthy, environmental friendly processed food, minimally chemical used fresh food, organic food and natural food are caused by increasing of consumer awareness in nutrition value and health conscious (Malaysia Industrial Development Authority, MIDA, 2009). Malaysian start to increase their demand since they believe that consuming organic food is one of the best ways that led to a healthy lifestyle and they view this as a worthy investment for their heath. The concern of consumers toward food safety, quality and the environment give an opportunity to the organic industry and become more valuable for produ cers and retailers. As a part from that, it also activates the organic agriculture sector in Malaysia. The rises of consumers awareness of healthy lifestyle along with environment free of pollution have created a wonderful opportunity and market for organic food. However, it is hard for producer or businessman to manage the right products at a right time, right price and still right place with attractive promotion since the changes of consumer behaviour was so unstable due to various kind of reason, so it is very complicate to fix or to define how the consumer behave. Consumer behaviour carries the meaning of activities people undertake when obtaining, consuming and disposing of products and services (Kozak, and Decrop, 2009). As a result, study and understanding the consumer behaviour and willingness of consumers to pay for organic food is a vital knowledge for marketers, producers and businessman. There is a behavioural model proposed by Von Alvesleben (1997) address that product information, product perception and attitudes are the main factors that drive consumer behaviour. When w e believe that an object or brand possess favorable attributes or have good feeling then we will have good attitudes toward it. As we all know, when consumer attitudes are more desirable, the intention to purchase is stronger. In this research, it is more focus on consumer preferences and their willingness to pay when they wish to obtain organic food. The result can help marketers and policy makers develop strategies to reach customers more effectively and efficiently. 1.2.3 Natural Food vs Organic food Most of the people are often confuse about the different between organic food and natural food. Moreover, people though organic food and natural food own the same attribute and tend to treat or mean both the same. In fact, there are certain features that distinguish organic food and natural food. Obviously, the main factor difference the two is organic food must be certified by United Stated Agricultural Department (USDA) and organic food possessed higher quality. We can notice that organic food have labelled organic and this label represent the products are considered as organic by USDA and get the stamp of approval from designed organization. Products which stamp by USDA or labelled with organic must contain at least 95percent organic. Organic food can either labelled by foreign certification which is USDA or certify by local organization which is Malaysia Organic Scheme (SOM). Products that labelled with SOM carry a meaning which is the process of production inspected by departments Crop Quality Control Division. The standard where SOM follow is Sirim MS 1529:2001 standards. The guideline applied to control whole process of organic food which includes production, processing, labelling and marketing of plant-based organically produced food and lastly, series number will be provided in order to ease the identification process (SOM). Previously, certification only offer for limited organic food such as vegetables, fruit and etc. In general, Malaysia organic aquaculture products were under the governance of Thailands Organic Aquaculture Farms and Products Certification Centre (OAPC). In order to enhance aquaculture industry in Malaysia, fisheries department provide organic scheme for organic aquaculture production. Additional, this action can minimize the cost of apply organic aquaculture certification from other country. Moreover, organic food always free of chemical fertilizers, pesticides, bioengineering or irradiation during produce, manufacture and handle (Annadana,2009). Besides, livestock must be free of growth hormones and antibiotics. On the others hand, there is not any specify standard for natural food and it is grown with pesticides, herbicides and chemical fertilizers. Basically, natural food have minimal processing and do not contain refined sugar or artificial ingredients and without altering the raw product (Hermitt, 2006). 1.2.4 Consumer vs Customer Generally, most of the people have categorized both consumer and customer in the same category where it carry the meaning of purchase any products from sellers. Conversely, both of the words carry different meaning. According to Kotler and Armstrong (2006), consumer is the person who purchases any products for personal use or they call end user. Basically, consumer is the individual who had previously purchased or current users for particular product. On the other hand, the word customer carries different meaning in different perspective. In business market, customer is the individual or organization who purchase the product but not for own consumption. The products will become their inventory for further production or resell to end user (Kotler and Armstrong, 2006). Customer can either is a current user or only a potential customer for the product (Wikipedia). 1.2.5 Organic industry in Malaysia Since 1990s organic market has grown in a favorable beat. Thus, sale of organic food and products are forecasted to be between USD 20 and USD 30 billion yearly. USA is the biggest organic market follow by Germany and United Kingdom. In certain country such as Denmark, Sweden, Austria and Switzerland have 4% share of organic food which exceed in the total food sales. On the other hand, organic market in developing countries is small but considers growing especially in upper income developing countries. Figure 1.3 shows the coverage of organic farm in different country in year 2005. Malaysia is located in Southeast Asia and consists of two mainlands which is Peninsular (west) Malaysia and East Malaysia with an area of 329,750 km2. The agricultural sector in Malaysia is about 10.24% (738,677 / 75,657) of GDP in year 2008 (Department of Statistics Malaysia). Organic farming in Malaysia was started by Center for Environment, Technology and Development, Malaysia (CETDEM). During year 1986 CETDEM started their organic farm in Sungai Buloh with only one hectare plot. According to Department of Agriculture (DoA), there is 131 hectares of organic farm in Malaysia during year 2001 and approximates organic farming increase to more than 1000 hectares in year 2005. In year 2008, there are about 1000 hectares of registered and 2800 hectares of unregistered organic farm. Table 1.1: Organic production area Source: Organic Alliance Malaysia, 2007 Organic farming and production had started up during year 1990. Due to increase in favorability and demand toward organic products this niche market is growing continuously. Consequently, there is increase in the number of organic organization which include government department and non government organization (Table 1.2). Table 1.2: Organic organization in Malaysia Source: Better Diet Islam, 2009 Malaysian organic scheme (SOM) is the organization that has the right to give certification to organic farmers. Today, there are 28 Malaysian Organic Scheme (SOM) Certificate Holders in nationwide with a total area of 1244 hectares (Table 1.3). Table 1.3: Malaysian Organic Scheme (SOM) Certificate Holders Source: Department of Agriculture Malaysia, 2009 Due to increasing in organic farming and production, the number of organic retail outlets is also in the increasing manner. As a result, there are many organic companies have started their business such as Justlife, BMS, Country farm, ZenXin, Woots and etc. Organic food was previously consumed by cancer patients or patients who had serious health problem. Today, organic food becomes a choice for every family or even each and everyone. As we know, Justlife is a famous retailer of organic food and organic products. Justlife has only owned half of a whole retail shop at SS2, Subang Selangor with limited organic products and food. Recently, they are success and owning eight retail shops in Malaysia. Accordingly, we can observe that consumer demand of organic food and products is rising in recent year. Since the demand of organic food and products are increasing, government has putting effort in order to encourage producers to involve themselves in organic farming. Besides, government mentioned in Ninth Malaysia Plan (2006-2010), they estimating the value for organic farms industry will be worth RM800 million after five year and plan to have 20,000 hectares of organic farm in year 2010 (Economic Planning Unit). During year 2001, Organic Alliance Malaysia (OAM) was found and this organization act as a private sector association to form national network. Government has tried to match the demand by increase the number of producer and organic farmer. However, we still supported by imports and the amount of foods that we imported from other country is about RM10.9bil or 8.7% of total import. Therefore, a study on consumer behaviour is crucial in order to forecast the demand and prepare for supply. According to local report, a supplier Kerby Ho of KK Hoganik told that demand for organic fruits and vegetables were increase at about 8%-10% every month (NST, 2008). Informed by organic-certified wholesaler Radiant Codes manager- Loke Siew Fong in local report, the sale is experiencing double digit growth. She added that consumers are having higher awareness on health issues nowadays and search for organic food rather than conventional foods (NST, 2008). As a result, research on consumer behaviour can tell supplier with fact reason why they demand for organic food and better understanding the trend of organic market. Moreover, the needs of communicate for both organic concept and build market confidence are vital in Malaysia market. Most of the citizen were still choosing conventional foods as usual and refuse to purchase organic food due to their own personal reason such as inconvenience, price, knowledge and others. Consequently, marketers have to know the concern of customers or citizen in order to better target the market and segments. In short, organic market is in an encouraging rate and it is a potential market for marketers, farmers, suppliers, wholesalers and retailers to aim. The reason why and how the demand increase is important for them to study in order to server the organic fans at the right time and right place with sufficient supplies. 1.3 Research Problem Consume organic food has become an important subject for today in changing social graphic and emerging trend. Government had been aware of the importance of organic sector since early of 1990s. The Organic Trade Association forecasts sales of organic food will be increase by 18% annually through 2010. Organic products become part of the picture for everyone at the present time and customer base of organic sector expected to rise and retailers continue to provide wider variety of organic food. Commissions communication > were presented in December 2002 that they are planning to increase their efficiency, transparency and consumer confidences in order to develop the market for organic food (Gracia and de Magistris, 2007). Refer to a report found in OAM in November 2008, Katherine diMatteo, president of the International Federation of Organic Agriculture; consumers seek organic produce as a way of environmental degradation, or as the best way to eat healthy foods. Besides, government and others view that purchasing organic is a good way for developing fair trade due to most of the organic farmers are small-scale producers. The trend of eating and purchasing organic has boosted up the organic sector in constructive rate. Transaction and trade of business have increase indirectly and these also bring a healthy rate for Malaysia economy. Consumers also willing to pay for organic food during economy down turn in June 2008. Economy down turn do not brought a strong impact to this industry and the sale of organic food still in a healthy and encouraging rate. As a result, we confidents there are something behind the consumers to motivate and move them to purchase organic food. At one time, people always believe that consumers choice was unstructured and natural but at this moment, people know that human behaviour is manipulated, push or even forced by reason. For instance, health conscious is affecting consumers where they will hunt for organic food in order to replace conventional foods. Nevertheless, this is only one of the hypotheses or assumption that we can made, we cannot prove that this is the accurate explanation for the question: Why the demand of purchasing organic food is increased from year to year? Additionally, there are many factors that keep moving people from conventional foods to organic food. Hence, study on the factor that affect consumers willingness in purchasing organic food is an essential issue to further understand consumers mind and support organic. Furthermore, dynamic issues and factors which influence consumers are changeable among individual and purchase decision of organic food will depend on many variables such as consumers attitudes toward environmental protection and healthiness (Gracia and de Magistris, 2007). Human behaviour and customers choice is not impulsive, unconscious, inborn and natural. Conversely, consumers behaviour is always motivated by the environment, enthusiasm, sensation and emotion (Ajzen and Fishbein, 1980). Consumer willingness to pay for organic food may influence by numerous factors. Human beings easily get influenced by the environment and objects surrounding them. We have no capability to freeze their consumption and purchase behaviour. The only way that we can do is to study deeply on what are the main aspects they are focusing and what are the essential factors that manipulate their purchasing. More to the point, people perception and motivation in purchase organic food are vary from country t o country. There is different demand in different county with different culture. In order to have a good explanation to answer the entire question and have a bottomless understanding of customers willingness to pay during obtain organic food, we come out with the problem statement: What are the main aspects that manipulate consumers willingness to pay for organic food. Policy maker seek consumer oriental analysis in organic sector since the information is crucial for them (Gracia and de Magistris, 2007). The study not only can improve the understanding of consumer behaviour and factors that affect customers but it is also a necessary research to help marketers to market the products, help government to better know the needs of citizen, help retailers or wholesalers to do some related activities to encourage consumers in order to choose organic food and help producer to estimate the production in future. 1.4 Research Objective The main purpose of this research is to recognize some of the essential variables that motivate or stimulate citizen in Malaysia in purchasing organic food. Organic market is a potential and profitable market for marketers to have a deep study on it since the demand of organic food is keep increasing nowadays. Besides, organic industry did contribute to Malaysia economy and citizens health, as well as the environment. In my opinion, customers belief, feeling, attitudes, motivation and demand trend would bring a deep impact on food industry and this will bring challenges for marketer to design marketing strategy. The following objectives are built to achieve goals of this study. i. To study the determinants that motive consumers willingness to pay for organic food. After identify all the factors, we can better target and server our customers when they doing their purchase. When retailers know all the factors and possess this advantage, they can come out with following step such as education fair, seminar or others kind of exhibition to influence or encourage customers in order to purchase organic food. Moreover, eating organic food can save and secure the earth. Consume organic food not only healthier but also more environmental friendly if compare with conventional foods. By educating others customers about the benefit of consuming organic food, sales of organic food will definitely continue to double up in the future. By the way, this also can help marketers to better market the products and also target potential customers easily. Lastly, this as well will contribute to economic growth and better environment for next generation. ii. To better understanding consumer buying decision and contribute precise data to policy makers. There is a problem that release by NST on November 2008 which is the number of organic supporter is increasing however; there are too few farmers to serve the large pool of consumers. As a result, we can overcome the problem of supply and demand after knowing the reason why customers purchase organic food or not. Moreover, most of the researchers showed consumers are willing to pay for high quality food. If this research can prove that there is a significant result between quality and willingness to pay. Related organization can immediately take action in order to strengthen organic production governance. iii. To study the impact on organic food industry due to the issue of health conscious. Recently, health conscious beca Analysis of the Organic Food Industry in Malaysia Analysis of the Organic Food Industry in Malaysia Chapter 1 Introduction 1.1 Introduction Today, with the advancement of science and technology, humans have more exposure to information technology, knowledge and education than ever before. As a result, people become more aware and sensitive to the environment and their surroundings. A quality and healthy lifestyle have becomes a kind of necessity to the modern generation. Among others, Organic Food is recognized to be one of the contributors to a healthy lifestyle. Almost every day, you can read or see Organic topic everywhere around you. From newspaper, magazine, billboard advertisement, internet and etc, Organic has slowly becomes a trend to the modern society. However, a few issues have been identified in the Organic Industry in Malaysia. These factors have a strong role in influencing the purchasing and consuming of Organic Food in Malaysia. Therefore, it is important to identified and understand every factor of influence that affect the purchasing and consuming of organic food in Malaysia as all this factors will affect the entire industry from farmer, retailer, produces and even the consumers. 1.2 Background of Study 1.2.1 What is organic food Based on United State, European, and international definitions, organic food is define as without using any material substance in the food itself, but instead by the holistic methods used on organic farms. According to Gracia and Magistris (2007), the intention of organic production is to eliminate chemical used on the food production in order to promote healthier and safety food. Moreover, organic food also means that it is not cultivated using chemical-derived pesticides fertilizers and herbicides. As an alternative, the process of planting and farming the organic food are by using holistic methods such as compost, crop rotation, and biological agents over a natural period of time. According to National Organic Standard Board of the U.S Department of Agriculture (USDA) in year 2000, they established a national standard for the term organic. Organic food, it is defined by how it cannot be made rather by how it can be made, which must be produced without the used of sewer-sludge fert ilizers, most synthetic fertilizers, and pesticides, genetic engineering(biotechnology), growth hormones, irradiations and antibiotics (TheStar, 2005). From the individuals point of view, organic means it is grown in a natural environment without any chemical, antibiotics, genetic engineering, and any synthetic products or in simple way, organic mean natural or go back to the traditional way of modes of agricultural. As an overview, the developments of organic food always work in cooperation with nature environment. Normally peoples definition of organic food maybe was just vegetables and fruits, but actually plenty of foods category like meats, eggs, livestock, dairy products and many more are also conclude as organic food. This issues supported by the research conducted by Padel and Foster (2005) where respondents only associate organic term with vegetable and fruit. Generally, organic food includes plenty of categories which include vegetables, fruits, bread, meat, eggs, coffee, juice, rice, tea, potatoes and etc. Other than that, organic food like egg, meat must be free of all kinds of antibiotics or growth naturally in a clean environment. To sum up, organic food is more environmental friendly since it does not create any pollution and waste to the earth. Besides, they give a tremendous opportunity to human being which led to healthy lifestyle and provide a better environment. Organic consumers carry a meaning of who are not only prefer an improved and healthier lifestyle but also environmental exportation and responsible to take care of the nature (Midmore et al, 2005). In addition, it also brings advantage to whole economy by increase business activities, trade, production and consumption. 1.2.2 The fact of organic The rise of demanding organic food and healthy lifestyle in both developed and developing country is not just a passing fad. The popularity of consuming organic food is now in an increasing manner in all over the world where it also includes Malaysia. Increased consumers concern and care regarding food safety and quality as well as health and nutritional aspect of food resulted in increased demand toward organically produced food. Such trend is a kind of reaction to numerous health affair related to processed food (Davies et al, 1995). Refer to the press release post by Nestlà © Malaysia in year 2008, it shows that organic growth reached 8.9% including 3.4% of real internal growth. In Europe, organic growth of Nestlà ©s total Food and Beverages business is about 5.4% and the growth rate is presented around 9.5% in United State and Asia, Oceania and Africa is at the rate of 14.2%. Functional food such as health supplements and organic food was projected reach RM234bil (US$65bil) in 2003 at global market place. It is estimated reach RM601bil (US$167bil) in 2010 by has the growth rate of 14% annually. According Federal Agricultural Marketing Authority (FAMA), in the year of 2001 the sale for organic food has achieved USD 8 billion world wide. The sale value of organic food is estimated to have growth rate at 20-30% by year 2005. The organization stated that if compared with others agricultural products, organic food has high potential for commercialization in Malaysia. Demand for healthy, environmental friendly processed food, minimally chemical used fresh food, organic food and natural food are caused by increasing of consumer awareness in nutrition value and health conscious (Malaysia Industrial Development Authority, MIDA, 2009). Malaysian start to increase their demand since they believe that consuming organic food is one of the best ways that led to a healthy lifestyle and they view this as a worthy investment for their heath. The concern of consumers toward food safety, quality and the environment give an opportunity to the organic industry and become more valuable for produ cers and retailers. As a part from that, it also activates the organic agriculture sector in Malaysia. The rises of consumers awareness of healthy lifestyle along with environment free of pollution have created a wonderful opportunity and market for organic food. However, it is hard for producer or businessman to manage the right products at a right time, right price and still right place with attractive promotion since the changes of consumer behaviour was so unstable due to various kind of reason, so it is very complicate to fix or to define how the consumer behave. Consumer behaviour carries the meaning of activities people undertake when obtaining, consuming and disposing of products and services (Kozak, and Decrop, 2009). As a result, study and understanding the consumer behaviour and willingness of consumers to pay for organic food is a vital knowledge for marketers, producers and businessman. There is a behavioural model proposed by Von Alvesleben (1997) address that product information, product perception and attitudes are the main factors that drive consumer behaviour. When w e believe that an object or brand possess favorable attributes or have good feeling then we will have good attitudes toward it. As we all know, when consumer attitudes are more desirable, the intention to purchase is stronger. In this research, it is more focus on consumer preferences and their willingness to pay when they wish to obtain organic food. The result can help marketers and policy makers develop strategies to reach customers more effectively and efficiently. 1.2.3 Natural Food vs Organic food Most of the people are often confuse about the different between organic food and natural food. Moreover, people though organic food and natural food own the same attribute and tend to treat or mean both the same. In fact, there are certain features that distinguish organic food and natural food. Obviously, the main factor difference the two is organic food must be certified by United Stated Agricultural Department (USDA) and organic food possessed higher quality. We can notice that organic food have labelled organic and this label represent the products are considered as organic by USDA and get the stamp of approval from designed organization. Products which stamp by USDA or labelled with organic must contain at least 95percent organic. Organic food can either labelled by foreign certification which is USDA or certify by local organization which is Malaysia Organic Scheme (SOM). Products that labelled with SOM carry a meaning which is the process of production inspected by departments Crop Quality Control Division. The standard where SOM follow is Sirim MS 1529:2001 standards. The guideline applied to control whole process of organic food which includes production, processing, labelling and marketing of plant-based organically produced food and lastly, series number will be provided in order to ease the identification process (SOM). Previously, certification only offer for limited organic food such as vegetables, fruit and etc. In general, Malaysia organic aquaculture products were under the governance of Thailands Organic Aquaculture Farms and Products Certification Centre (OAPC). In order to enhance aquaculture industry in Malaysia, fisheries department provide organic scheme for organic aquaculture production. Additional, this action can minimize the cost of apply organic aquaculture certification from other country. Moreover, organic food always free of chemical fertilizers, pesticides, bioengineering or irradiation during produce, manufacture and handle (Annadana,2009). Besides, livestock must be free of growth hormones and antibiotics. On the others hand, there is not any specify standard for natural food and it is grown with pesticides, herbicides and chemical fertilizers. Basically, natural food have minimal processing and do not contain refined sugar or artificial ingredients and without altering the raw product (Hermitt, 2006). 1.2.4 Consumer vs Customer Generally, most of the people have categorized both consumer and customer in the same category where it carry the meaning of purchase any products from sellers. Conversely, both of the words carry different meaning. According to Kotler and Armstrong (2006), consumer is the person who purchases any products for personal use or they call end user. Basically, consumer is the individual who had previously purchased or current users for particular product. On the other hand, the word customer carries different meaning in different perspective. In business market, customer is the individual or organization who purchase the product but not for own consumption. The products will become their inventory for further production or resell to end user (Kotler and Armstrong, 2006). Customer can either is a current user or only a potential customer for the product (Wikipedia). 1.2.5 Organic industry in Malaysia Since 1990s organic market has grown in a favorable beat. Thus, sale of organic food and products are forecasted to be between USD 20 and USD 30 billion yearly. USA is the biggest organic market follow by Germany and United Kingdom. In certain country such as Denmark, Sweden, Austria and Switzerland have 4% share of organic food which exceed in the total food sales. On the other hand, organic market in developing countries is small but considers growing especially in upper income developing countries. Figure 1.3 shows the coverage of organic farm in different country in year 2005. Malaysia is located in Southeast Asia and consists of two mainlands which is Peninsular (west) Malaysia and East Malaysia with an area of 329,750 km2. The agricultural sector in Malaysia is about 10.24% (738,677 / 75,657) of GDP in year 2008 (Department of Statistics Malaysia). Organic farming in Malaysia was started by Center for Environment, Technology and Development, Malaysia (CETDEM). During year 1986 CETDEM started their organic farm in Sungai Buloh with only one hectare plot. According to Department of Agriculture (DoA), there is 131 hectares of organic farm in Malaysia during year 2001 and approximates organic farming increase to more than 1000 hectares in year 2005. In year 2008, there are about 1000 hectares of registered and 2800 hectares of unregistered organic farm. Table 1.1: Organic production area Source: Organic Alliance Malaysia, 2007 Organic farming and production had started up during year 1990. Due to increase in favorability and demand toward organic products this niche market is growing continuously. Consequently, there is increase in the number of organic organization which include government department and non government organization (Table 1.2). Table 1.2: Organic organization in Malaysia Source: Better Diet Islam, 2009 Malaysian organic scheme (SOM) is the organization that has the right to give certification to organic farmers. Today, there are 28 Malaysian Organic Scheme (SOM) Certificate Holders in nationwide with a total area of 1244 hectares (Table 1.3). Table 1.3: Malaysian Organic Scheme (SOM) Certificate Holders Source: Department of Agriculture Malaysia, 2009 Due to increasing in organic farming and production, the number of organic retail outlets is also in the increasing manner. As a result, there are many organic companies have started their business such as Justlife, BMS, Country farm, ZenXin, Woots and etc. Organic food was previously consumed by cancer patients or patients who had serious health problem. Today, organic food becomes a choice for every family or even each and everyone. As we know, Justlife is a famous retailer of organic food and organic products. Justlife has only owned half of a whole retail shop at SS2, Subang Selangor with limited organic products and food. Recently, they are success and owning eight retail shops in Malaysia. Accordingly, we can observe that consumer demand of organic food and products is rising in recent year. Since the demand of organic food and products are increasing, government has putting effort in order to encourage producers to involve themselves in organic farming. Besides, government mentioned in Ninth Malaysia Plan (2006-2010), they estimating the value for organic farms industry will be worth RM800 million after five year and plan to have 20,000 hectares of organic farm in year 2010 (Economic Planning Unit). During year 2001, Organic Alliance Malaysia (OAM) was found and this organization act as a private sector association to form national network. Government has tried to match the demand by increase the number of producer and organic farmer. However, we still supported by imports and the amount of foods that we imported from other country is about RM10.9bil or 8.7% of total import. Therefore, a study on consumer behaviour is crucial in order to forecast the demand and prepare for supply. According to local report, a supplier Kerby Ho of KK Hoganik told that demand for organic fruits and vegetables were increase at about 8%-10% every month (NST, 2008). Informed by organic-certified wholesaler Radiant Codes manager- Loke Siew Fong in local report, the sale is experiencing double digit growth. She added that consumers are having higher awareness on health issues nowadays and search for organic food rather than conventional foods (NST, 2008). As a result, research on consumer behaviour can tell supplier with fact reason why they demand for organic food and better understanding the trend of organic market. Moreover, the needs of communicate for both organic concept and build market confidence are vital in Malaysia market. Most of the citizen were still choosing conventional foods as usual and refuse to purchase organic food due to their own personal reason such as inconvenience, price, knowledge and others. Consequently, marketers have to know the concern of customers or citizen in order to better target the market and segments. In short, organic market is in an encouraging rate and it is a potential market for marketers, farmers, suppliers, wholesalers and retailers to aim. The reason why and how the demand increase is important for them to study in order to server the organic fans at the right time and right place with sufficient supplies. 1.3 Research Problem Consume organic food has become an important subject for today in changing social graphic and emerging trend. Government had been aware of the importance of organic sector since early of 1990s. The Organic Trade Association forecasts sales of organic food will be increase by 18% annually through 2010. Organic products become part of the picture for everyone at the present time and customer base of organic sector expected to rise and retailers continue to provide wider variety of organic food. Commissions communication > were presented in December 2002 that they are planning to increase their efficiency, transparency and consumer confidences in order to develop the market for organic food (Gracia and de Magistris, 2007). Refer to a report found in OAM in November 2008, Katherine diMatteo, president of the International Federation of Organic Agriculture; consumers seek organic produce as a way of environmental degradation, or as the best way to eat healthy foods. Besides, government and others view that purchasing organic is a good way for developing fair trade due to most of the organic farmers are small-scale producers. The trend of eating and purchasing organic has boosted up the organic sector in constructive rate. Transaction and trade of business have increase indirectly and these also bring a healthy rate for Malaysia economy. Consumers also willing to pay for organic food during economy down turn in June 2008. Economy down turn do not brought a strong impact to this industry and the sale of organic food still in a healthy and encouraging rate. As a result, we confidents there are something behind the consumers to motivate and move them to purchase organic food. At one time, people always believe that consumers choice was unstructured and natural but at this moment, people know that human behaviour is manipulated, push or even forced by reason. For instance, health conscious is affecting consumers where they will hunt for organic food in order to replace conventional foods. Nevertheless, this is only one of the hypotheses or assumption that we can made, we cannot prove that this is the accurate explanation for the question: Why the demand of purchasing organic food is increased from year to year? Additionally, there are many factors that keep moving people from conventional foods to organic food. Hence, study on the factor that affect consumers willingness in purchasing organic food is an essential issue to further understand consumers mind and support organic. Furthermore, dynamic issues and factors which influence consumers are changeable among individual and purchase decision of organic food will depend on many variables such as consumers attitudes toward environmental protection and healthiness (Gracia and de Magistris, 2007). Human behaviour and customers choice is not impulsive, unconscious, inborn and natural. Conversely, consumers behaviour is always motivated by the environment, enthusiasm, sensation and emotion (Ajzen and Fishbein, 1980). Consumer willingness to pay for organic food may influence by numerous factors. Human beings easily get influenced by the environment and objects surrounding them. We have no capability to freeze their consumption and purchase behaviour. The only way that we can do is to study deeply on what are the main aspects they are focusing and what are the essential factors that manipulate their purchasing. More to the point, people perception and motivation in purchase organic food are vary from country t o country. There is different demand in different county with different culture. In order to have a good explanation to answer the entire question and have a bottomless understanding of customers willingness to pay during obtain organic food, we come out with the problem statement: What are the main aspects that manipulate consumers willingness to pay for organic food. Policy maker seek consumer oriental analysis in organic sector since the information is crucial for them (Gracia and de Magistris, 2007). The study not only can improve the understanding of consumer behaviour and factors that affect customers but it is also a necessary research to help marketers to market the products, help government to better know the needs of citizen, help retailers or wholesalers to do some related activities to encourage consumers in order to choose organic food and help producer to estimate the production in future. 1.4 Research Objective The main purpose of this research is to recognize some of the essential variables that motivate or stimulate citizen in Malaysia in purchasing organic food. Organic market is a potential and profitable market for marketers to have a deep study on it since the demand of organic food is keep increasing nowadays. Besides, organic industry did contribute to Malaysia economy and citizens health, as well as the environment. In my opinion, customers belief, feeling, attitudes, motivation and demand trend would bring a deep impact on food industry and this will bring challenges for marketer to design marketing strategy. The following objectives are built to achieve goals of this study. i. To study the determinants that motive consumers willingness to pay for organic food. After identify all the factors, we can better target and server our customers when they doing their purchase. When retailers know all the factors and possess this advantage, they can come out with following step such as education fair, seminar or others kind of exhibition to influence or encourage customers in order to purchase organic food. Moreover, eating organic food can save and secure the earth. Consume organic food not only healthier but also more environmental friendly if compare with conventional foods. By educating others customers about the benefit of consuming organic food, sales of organic food will definitely continue to double up in the future. By the way, this also can help marketers to better market the products and also target potential customers easily. Lastly, this as well will contribute to economic growth and better environment for next generation. ii. To better understanding consumer buying decision and contribute precise data to policy makers. There is a problem that release by NST on November 2008 which is the number of organic supporter is increasing however; there are too few farmers to serve the large pool of consumers. As a result, we can overcome the problem of supply and demand after knowing the reason why customers purchase organic food or not. Moreover, most of the researchers showed consumers are willing to pay for high quality food. If this research can prove that there is a significant result between quality and willingness to pay. Related organization can immediately take action in order to strengthen organic production governance. iii. To study the impact on organic food industry due to the issue of health conscious. Recently, health conscious beca