Odd and Even Pricing

Introduction Firms are established with the goal of maximizing the level of their profitability. However, the attainment of this goal might be subject to diverse macro environmental changes. For example, the intensity of competition may shrink a firm’s profitability potential. Additionally, changes in the economic environment may affect the consumers’ purchasing power.Advertising We will write a custom research paper sample on Odd and Even Pricing specifically for you for only $16.05 $11/page Learn More Despite these market dynamics, managers should have an obligation to ensure that their businesses attain an optimal market position, which highlights the significance of adopting effective strategic management practice. One of the aspects that managers should consider in an effort to promote their firms’ competitive advantage relates to pricing. Caplin and Leahy (80) argue that a significant proportion of firms have not incorporated p ricing in their strategic framework. Therefore, the prices of their products are based on naive pricing rules. Price is a critical component that organizational managers should consider in their effort to influence the consumers’ decision-making process. Choi, Kiljae, and Yong-Yeon (603) emphasize that consumers are very sensitive to price. Despite their level of sensitivity, the consumers’ purchasing decision is motivated by the need to maximize their level of utility. This aspect underscores why firms should adopt an optimal pricing format in order to attract and retain customers, hence increasing the profit maximization potential. This paper evaluates the concept of pricing format by focusing on the odd and even pricing formats. Moreover, the relevant theories that support the two pricing formats are also assessed. In this study, it is assumed that the price ending strategy does not communicate the quality of the product. Literature review Analysis Previous studies have led to the development of different theories in an effort to explain consumer behaviors. Some of these theories include the prospect, expected utility, and the cumulative prospect theories.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The expected utility theory This theory postulates that consumers face risky prospects and uncertainties in their purchasing decision-making process. The risky outcomes emanate from the view that they are faced by a wide range bundles of goods and services from which they are required to select. Thus, their decision-making process is undertaken by assessing the expected utility values, which refers to the degree of consumer preference. Consequently, if the utility of product A is greater than that of product B [U (A)U (B)], then the consumer will prefer product A to B. Under conditions of uncertainty, the consumers’ choice is based on t he expected utility, which is a summation of all possible (n) utilities with regard to the various outcomes (Oi).The model below illustrates the formula of the expected utilities. Source: (Caplin and Leahy 65). The prospect theory This theory emphasizes the psychological component of consumer choice. The theory is based on the element of uncertainity in the consumers’ purchasing process. The theory contends that consumers follow two main stages in making decisions involving risky options. The first phase is characterized by editing or simplification of the situation faced by assesing the associated gains and losses. For example, the decision to purchase a car worth $ 20,000 may be simplified into gaining the automobile and losing the $ 20,000. However, the process of simplifying the purchase decision varies from one situation to another. This aspect means that the prospect is influenced by the situational circumstances. Caplin and Leahy (63) assert that the consumers’ purchasing decision is based the edited prospects. Subsquently, the process followed in editing the prospects is fundamental in determining the consumers’ purchasing decision.Advertising We will write a custom research paper sample on Odd and Even Pricing specifically for you for only $16.05 $11/page Learn More The second phase entails making a choice on the most effective options available. The choice of the edited options is influenced by the weight and the apparent value of the options. Consumers select the option that has the highest combined value. Therefore, the prospect theory emphasizes the importance of establishing a reference point. According to the prospect theory, the value of a particular product is determined by comparing with that of another. The cumulative prospect theory This theory is an improvement of the expected utility theory. Nielson and Stowe (31) assert that this theory is comprized of three critical components. The fir st component entails the value function, which takes into account the gains associated with selecting a particular product. The second component entails the loss aversion function. Nielson and Stowe assert that the loss aversion function â€Å"tranforms utilities over gains into utilities over corresponding losses† (32). Under this function, consumers are risk seeking over losses and risk averse over gains. The third component entails the weighing function. According to the cumulative prospect theory, consumers are more concerned about losses than gains associated with purchasing a particular product. Furthermore, the cumulative prospective theory asserts that consumers have diverse risk attitude. The following model describes the cumulative prospect theory of a risky outcome, where p= probability, v= the value function, w= weighing function, and F (x) is the cumulative probabilities all values up to x. Source: (Caplin and Leahy 65)Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Pricing formats Marketers are cognizant of the view that effective product pricing plays a fundamental role in maximizing revenue, and hence the level of profitability. Furthermore, marketers have the capacity to influence the consumers’ purchasing decision by adopting effective pricing strategies. One of the marketing strategies that have extensively been utilized by marketers is psychological pricing strategy. The decision to adopt this pricing strategy arises from the need to â€Å"appeal the consumers’ emotions and perceptions in their purchase decision-making process† (Chovancova 29). In addition, Chovancova asserts that the consumers’ decision to buy a â€Å"particular product is based on the perception of the price point set by marketers rather than the actual money price† (29). Chovancova further emphasizes that customers â€Å"react diffently if the price is broken into parts or the product or service is bundled with other items† (2 9). Therefore, it is imperative for marketers to take into account the consumers’ perceptions in setting the price point. Odd and even pricing formats Choi, Li, Priyamvadha, Promothesh, and Surendra (1) define odd-end pricing as a price setting strategy whereby the price of a product is set a few cents below the rounding end counterpart. Examples of odd-end pricing include $3.99 and $3.95, which is just below $4.00. On the other hand, even pricing strategy, refers to a pricing strategy whereby the price point of a product is set at a whole number, for example $4. Even-end pricing strategy is not as attractive amongst retailers as compared to odd-end pricing. This assertion arises from the view that even-end pricing is not effective in enhancing market communication, hence its ineffectiveness in influencing the consumers’ purchasing decision (Choi, Li, Priyamvadha, Promothesh, and Surendra 2). Odd-end pricing is one of the most common psychological pricing strategies am ongst marketers. Findings of previous studies show that the probability of consumers purchasing products whose prices end with a 9 is higher as compared to products whose prices end with 0, for example $ 99.99 versus $ 100.00 (Choi, Li, Priyamvadha, Promothesh, and Surendra 1). However, the effectiveness of odd-end pricing varies between utilitarian and hedonic produts. Hedonic products mainly incude luxuries while utilitarian products refer to the necesities. Choi, Li, Priyamvadha, Promothesh, and Surendra (1) are of the opinion that odd-ending pricing is more effective in influencing the consumers’ decision to purchase hedonic products as compared to utilitarian products. Consumers consider odd-end pricing as a way of communicating the price discount being offered. Consumers develop the perception that purchasing a product whose price is set using odd-end pricing is equivalent to recieving a price discount of the amount subtracted from the nearest whole number. Thus, odd-en d pricing is effective in communicating the unexpected gains associated with purchasing the product. Choi, Li, Priyamvadha, Promothesh, and Surendra assert that odd-end pricing â€Å"is characterized by a high degree of pursuasiveness of gain-framed versus loss-framed messages† (3). Additionally, Choi, Li, Priyamvadha, Promothesh, and Surendra (2) assert that odd-end pricing plays a fundamental role in stimulating the demand for a product. According to Schindler (Relative price level 245), odd-end pricing communicates low price to consumers. Retailers are increasingly exploiting rightmost digits in an effort to indicate the competitiveness of their products to consumers. Schindler (The 99 price ending 74) is of the opinion that odd-end pricing has a positive effect on a firm’s revenue. The effectiveness of odd-end pricing arises from the view that this pricing strategy is effective in communicating a positive image regarding the price of the product to consumers. Schin dler and Kibarian (95) are of the view that using odd-end pricing is likeliy to minimize price sensitivity amongst consumers. Furthermore, odd-end pricing communicates that consumers are not likely to find the product being sold at another outlet at a price lower than the price being offered. Therefore, the 99 ending pricing strategy is the most effective in communicatig the strongest expectations of recieving a product at a low price. Relationship between price ending and consumer choice theory According to the prospect theory, the consumers’ choice of a product is based on a reference point. This assertion means that consumers are faced by a bundle of goods from which they are required to select the product that will result in utility maximization. Despite the view that consumers aim at maximizing utility, they are constrained by their budget. Consequently, they tend to select a bundle of goods that results in maximum utility. The use of odd-end pricing such as the 9-ending communicates that the retailer is issuing a discount to the consumer. Therefore, the consumer develops the perception that purchasing a product with odd-end pricing will enhance the likelihood of achieving the expected level of utility. One of the core components of the prospect theory is the value function. Using odd-end pricing as opposed to 0-ending plays a fundamental role in communicating the gains associated with purchasing a given product. The expectation of recieving a gain from purchasing a product ending with 9 improves the consumers’ perception of the product, which is referred to as the percieved-gain effect. However, the gain recieved is disproportionate to the percieved discount (Schindler and Kirby 193). Conclusion Consumers are price-sensitive in the thier purchasing process. Therefore, price is one of factors that they evaluate before making a purchasing decision. Despite this aspect, retailers have an opportunity to influence the consumers’ purchasin g decision-making process. This goal can be achieved by adopting effecitve pricing strategies. Retailers should consider pricing as a critical aspect in thier strategic framework. Psychological pricing is one of the most effective strategies that retailers can adopt in thier quest to influence the consumers’ purchasing decision. The effectiveness of psychological pricing strategy arises from its ability to influence the consumers’ perception on the price point. Odd-end pricing strategy has extensively been used by marketers in an effort to influence the consumers’ purchase decizion. The above analysis shows that odd end pricing is effective in communicating value and expected gains to customers, which underscores the principles of the expected utility theory. Through odd-end pricing, consumers develop the perception that the set price has taken into account the discount. Thus, consumers assume that the difference between the price point and the nearest roundoff figure is equal to the price discount offered. Furthermore, odd-end pricing is aligned with the prospect theory, which argues that consumers are required to select the products that will result in utility maximization. However, the consumers’ choice of the bundle of goods is influenced by the price of the product. Therefore, consumers select a particular product based on the price, which acts as the reference point. The analysis above shows that pricing is an important element that retailers should consider in their strategic management practices. The pricing strategy adopted determines the extent to which the firm influences the consumers’ purchasing decision, and hence the likelihood of achieving the profit maximization objective. Works Cited Caplin, Andrew, and John Leahy. â€Å"Psychological expected utility theory and anticipatory feelings.† The Quarterly Journal of Economics 2.2(2001): 59-80. Print. Choi, Jungsil, Lee Kiljae, and Ji Yong-Yeon. â€Å"What type of framing message is more appropriate with nine-ending pricing.† Mark Lett 23.1 (2013): 603-614. Print. Choi, Jungsil, Yexin Li, Rangan Priyamvadha, Rangan Promothesh, and Singh Surendra. â€Å"The odd-ending price justification effect: the influence of price ending on hedonic and utilitarian consumption.† Journal of the Academic Marketing Science 2.2(2014): 1-13. Print. Chovancova, Asamoah. â€Å"The influence of price endings on consumer behaviour; an application of the psychology of perception.† Acta Universitatis Agriculturae Et Silviculturae Mendelianae Brunensis 59.7(2011): 29-39. Print. Nielson, William, and Jill Stowe. â€Å"A further examination of cummulative prospect theory parameterizations.† The Journal of Risk and Uncertainity 24.1(2002): 31-46. Print. Schindler, Robert. â€Å"Relative price level of 99-ending prices: image versus reality.†Ã‚  Marketing Letters 12.3 (2001): 239-247. Print. —. â€Å"The 99 price ending as a signnal of a low price appeal.† Journal of Retailing  82.1 (2006): 71-77. Print. Schindler, Robert, and Patrick Kirby. â€Å"Patterns of rightmost digits used in advertized prices: implications for nine-ending effects.† Journal of Consumer Research 24.2 (2003): 192-202. Print. Schindler, Robert, and Thomas Kibarian. â€Å"Image communicated by the use of 99 ending in advertized.† Journal of Advertizing 30.4(2001): 96-112. Print. This research paper on Odd and Even Pricing was written and submitted by user Mary Jane Watson to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Gaudium et Spes Essays

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Writing a Pitch Writing a Pitch Writing a Pitch By Maeve Maddox Those of you planning to enter the Amazon/Penguin Fiction Contest have probably written your pitch by now. Every novelist, sooner or later, must give some thought to the pitch. Like a synopsis a pitch must presentin a short space if written, in a few minutes if spokenan overall description of the novel: main character/s, main conflict, main plot twists, and resolution. The pitch contains additional information about targeted audience and marketability. The Amazon/Penguin contest is expected to draw as many as 10,000 submissions. The 10,000 will be cut to 2,000 on the basis of 300-word pitches. Even if you dont plan to enter, you may find the contest criteria useful in planning the pitch you will eventually need if youre writing a novel. The 300-word contest pitches are expected to give judges a clear idea of the following aspects of the submitted novel: overall strength plot development character development originality of idea writing style intended market how the book fits within this market why the reader would want to read the novel The contents of a pitch are the same as what goes into a query letter. Good luck to those of you planning to enter. Any of our readers who entered last year may want to offer last minute tips. Guidelines for writing a fiction query letter Breakthrough Novel Contest site Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Fiction Writing category, check our popular posts, or choose a related post below:Has vs. HadStory Writing 101Oppose and Opposed To

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Answers to Burger King case study questions Example | Topics and Well Written Essays - 1250 words

Answers to Burger King questions - Case Study Example Franchising helps to increase the profitability of the business and eliminate unnecessary start up cost. The success of the fast food industry does not only depend upon the franchising method but also depends upon implementation of effective marketing strategies. To achieve global leadership in its industry a fast food restaurant needs to set a series of financial goal and strategic goals. Global leadership by a fast food restaurant can be attained if a company is adept at discovering the new market opportunities, establishing a strong presence in the international markets and securing a competitive advantage. Effective strategic planning is required for attaining profitability in the domestic and international markets. Firstly, the management of the company needs to clearly define its reasons for expanding its operation in the foreign market. A comparative analysis of the political social, cultural environment of different countries would be required for screening purposes. Critical Success Factors are strongly related to the mission and strategic goals of your business or project. ... e production process (How long the French fries must be fried?) 4) Hygiene standards must be maintained in all the branches of the fast food restaurant 5) Standardized menu must be available worldwide (Cao â€Å"Comparison of customers' perceptions of service quality between different management forms in fast food restaurants†). The other key success factor include proper distribution channels, innovative advertising strategies etc. It is a well accepted fact that fast food restaurants should have a sound understanding of the consumer behavior, tastes and preferences and fast food outlets and how it differs across various countries. Understanding the cultural differences between the countries will help the fast food restaurant to customize their menu as per the taste and preference of the local customers. For example McDonalds serves lamburgers in India because beef and pork burgers are not served for religious purposes. In USA and Canada people prefer to eat most of their mea ls outside their homes (Vivavegie â€Å"Fast food facts from the super size me web site†). It is observed that the consumer spending on fast food does not decrease even during recession due to the quick serving ability and its reduced price. The timing of the delivery of the food also plays a prominent role in the customer service of the fast food restaurants. Since obesity has become major health concern in the USA, UK and Canada, the fast food restaurants need to lay emphasis on nutritional requirement and calorie content of the fast food. Thus we can say that factors like 1) Taste of food 2) Hygiene 3) Service response time 4) Pricing of the product 5) Courtesy and behavior of the employees 6) Operating hours 7) Variety in menu 8) Nutritional requirement in the food 9) Amenity play an important

Causes of Muscle Damage

Causes of Muscle Damage An antioxidant has been defined as a substance that reduces oxidative damage such as that caused by free radicals (Halliwell 1984). Oxygen-centred free radicals known as Reactive Oxygen Species (ROS) may contribute to exercise induced muscle damage (Mc Ginley 2009). Due to this, it has been widely accepted over the past 20 years that increasing antioxidants in the body will provide greater protection against ROS (Sastre 1992; Hathcock 2005). However, the significance of exercise-induced oxidative stress is open for discussion (Cabrera 2008) with unclear conclusions in literature. This has led to the recent investigation on the possibility of increased production of free radicals during exercise and the effects of antioxidant supplementation in athletes (Finaud 2006; Gomez-Cabrera 2008;Ristow 2009). 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Preventing muscle tissue damage during exercise training may help optimize the training effect and eventual competitive sports performance (Sen 2001). In order to minimise tissue cell damage, there must be an equilibrium maintained between oxidants (ROS) and antioxidants (reductants). ROS increases with intense physical exercise (Fig 1) which can exceed the capacity of the bodys natural antioxidant defence (Reid 2001). This was illustrated by Davis (1982) and Ebbeling (1990), whereby strenuous activity led to increased lev els of malondialdehyde (MDA), a 3-carbon-chain aldehyde. Measurement of MDA has become the most commonly used indicator of lipid peroxidation (Mc Bride 1999).Thus, the ingestion of exogenous antioxidants has been proposed to attenuate this increase in ROS. Evans (1990) noted that several antioxidants, including vitamin C and especially vitamin E, have been shown to decrease the exercise-induced increase in the rate of lipid peroxidation, which could help prevent muscle tissue damage. The effects of Vitamin E have been more extensively researched than Vitamin C due to some promising results in the literature. Vitamin E is the main lipidsoluble, chain-breaking antioxidant (Ji 1996) which accumulates in the phospholipid bilayer of cell membranes and helps attenuate lipid peroxidation (Sjodin 1990) within the cell membrane acting as an important scavenger of superoxide and lipid radicals (Powers 2000). Vitamin E supplementation has been shown to significantly decrease the amount of lipid peroxidation (Kanter 1993) and membrane damage associated with single bouts of low and high intensity submaximal exercise aswell as resistance exercise (Mc Bride 1998; Ashton 1999). Sumida (1989) stated that 300 mg of vitamin E given for 4 weeks reduced exercise-induced lipid peroxidation . Mc Bride (1998) reported the effectiveness of vitamin E supplementation in reducing MDA and creatine kinase (CK) levels. Cannon (1990) reported a decrease in CK and a faster recovery after supplem entation of vitamin E. Furthermore, Kanter (1997) recently reported a 35 % increase in T-lag time (indicative of a diminished LDL oxidation rate) in subjects who consumed 1000 mg d-a-tocopherol acetate daily for 1 week before exercise. Various studies have also demonstrated beneficial physiological effects of vitamin C supplementation in physically-active people. Jakeman and Maxwell (1993) found that supplementing vitamin C showed less strength loss (Fig 2) in the triceps surae post-exercise, and a faster recovery (Fig 3) compared to placebo. The force response to tetanic stimulation was less in the vitamin C group also, indicating a reduction in contractile function. Kaminski and Boal (1992) pre-supplemented subjects for 3 days with 1 g of vitamin C 3 times a day and then induced damage in the posterior calf muscles. Supplementation continued for 7 days post-exercise with vitamin C group reporting reduced soreness ratings ranging from 25-44% less than the control group. Peters (1993) noted fewer cases of upper respiratory tract infection in runners who consumed 600 mg vitamin C/d for 3 weeks before a 42 km road race. Bryer (2006) reported lower DOMS in a high-dose Vitamin C supplementation group 2 weeks prior and 4 days post eccentric exercise Studies which have used combinations of antioxidants (consumed 300-800 mg d-cr-tocopherol plus 200 mg vitamin C/d for 4-8 weeks) reported post-exercise declines in serum enzymes indicative of muscle tissue damage in subjects (Sumida 1989; Rokitzi 1994). Kanter (1993) reported that a mixture of vitamin E (592 mg), vitamin C (1,000 mg), and 30 mg of beta carotene resulted in a decreased level of a lipid peroxidation marker after exercise. All the previously mentioned studies suggest tangible benefits of antioxidant supplementation in combating detrimental physiological processes that may be initiated by physical activity thus appearing beneficial to sports and exercise participants. Exercise exhibits numerous positive effects on general health (Wartburton 2006), most notably improving glucose metabolism. It is well documented that exercise increases ROS production (Powers 2008), however it is unknown whether this may influence the health promoting effects of exercise. The effects of antioxidant supplementation on the health-promoting effects of exercise have recently been investigated (Gomez-Cabrera 2008; Ristow 2009). Exercise helps initiate mitochondrial metabolism, with a reduction of this metabolism linked with type 2 diabetes (Simoneau 1997). Since mitochondria are the main source of ROS, its been proclaimed that ROS may be a factor in some health promoting effects (Schulz 2007; Birringer 2007). Ristow (2009) investigated this theory and hypothesized that antioxidant supplementation may repeal certain health promoting benefits of exercise and oxidative stress. Thus, if increases in oxidative stress exhibit a counteracting effect on insulin-resistance, then the prevention of ROS activation by antioxidants may increase the risk of disease such as type 2 diabetes. Ristow (2009) proposed an essential role for ROS formation in increasing insulin sensitivity in exercising humans. The study found that vitamin C and vitamin E blocked many of the beneficial effects of exercise such as insulin sensitivity (glucose infusion rates-GIR) and the promotion of muscle antioxidant defence post-exercise. James (1984) found non-supplemented subjects showed significant increase in GIR after 4 weeks training whereas antioxidant group found no significant change (Fig 4). In addition, the non supplemented group also increased adiponectin levels compared to the supplemented group (Fig 5). Adiponectin (secretory protein) has been shown to have a positive correlation with insulin sensitivity and is inversely correlated with risk of type 2 diabetes (Spranger 2003). A recent meta-analysis of 232,550 participants suggests use of antioxidants may increase all-cause mortality (Bjelakovic 2007). Of the 136,023 receiving antioxidants, 13.1% died (17,880) whereas of the 96,5 27 controls, 10.5% died (10,136). Studies in healthy subjects show that low aerobic capacity is a strong predictor of mortality (Myers 2002; Yusuf 2004). Impaired regulation of mitochondrial function is an important mechanism for low aerobic capacity (Wisloff 2005). Gomez-Cabrera (2008) found that mitochondrial content is a key determinant of endurance capacity and that vitamin C decreases exercise-induced mitochondrial biogenesis in muscle. Free radicals serve as signals to adapt muscle cells to exercise through gene expression (Khassaf 2003). Vitamin C was found to prevent beneficial training effects to occur due to their prevention of activation of two major antioxidants (Mn-SOD and GPx) (Gomez-Cabrera 2008). The aforementioned study also concluded that endurance capacity is directly related to mitochondrial content, which is negatively affected by antioxidants. Antioxidant supplementation is extremely popular among athletes, but data indicating beneficial effects on functional capacity of muscle are elusive. There is no strong evidence from literature for the use of antioxidant supplementation in athletic populations as there are many poor controlled studies involving unusually high doses, involving low muscle damaging activity and more recent research has alleviated to minimal if any benefits. Antioxidants do not seem beneficial in preventing DOMS, increasing recovery time or protect against muscle damage but in fact long term supplementation (with vitamin E in particular) may increase mortality (Bjelakovic 2007). Most notably for athletes, not only does supplementation appear ineffective in preventing against exercise induced muscle damage, but interferes with the ROS signalling which are needed for adaptation to occur (Gomez-Cabrera 2008). References: Allen DG (2001). Eccentric muscle damage: mechanisms of early reduction of force. Acta Physiol Scand; 171(3):311-9 Aoi W, Naito Y, Takanami Y, Kawai Y, Sakuma K, Ichikawa H (2004). Oxidative stress and delayed-onset muscle damage after exercise. Free Radic Biol Med;37:480- 7. Armstrong RB (1990). Initial events in exercise-induced muscular injury. Med Sci Sports Exerc; 22(4): 429-35 Ashton T, Young IS, Peters JR, Jones E, Jackson SK, Davies B (1999). Electron spin resonance spectroscopy, exercise, and oxidative stress: an ascorbic acid intervention study. J Appl Physiol;87:2032- 6 Birringer M, et al. (2007) Improved glucose metabolism in mice lacking alphatocopherol transfer protein. Eur J Nutr 46:397-405. Bjelakovic G, Nikolova D, Gluud LL, Simonetti RG, Gluud C (2007) Mortality in randomized trials of antioxidant supplements for primary and secondary prevention: Systematic review and meta-analysis. J Am Med Assoc 297:842-857. Bryer SC, Goldfarb AH (2006). Effect of high dose vitamin C supplementation on muscle soreness, damage, function and oxidative stress to eccentric exercise. 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Pygmalion: Social Class and Liza

1. Significance of Title: The significance of the title, †Pygmalion† is in Greek mythology, The town Cyprus Pygmalion was a king who deeply fell in love with the statue of Aphrodite. Pygmalion had pictured nothing but beauty in his mind. He worked many countless days and nights in search of loveliness beyond his powers of expression. The statue got the life, in his quest for ideal beauty and divine’s grace. Over time the two were married and he gave her the name Galatea. In contrast to Shaw’s play, â€Å"Pygmalion† professor Higgins the scientist of phonetics is a Pygmalion and a convent garden flower girl Eliza is a Galatea the statue, who will be later transformed by Higgins into an upper class lady. Though Higgins creates a new Liza, he doesn’t marry her unlike the Greek legend. The title has mythic and suggestive appeal to it. 2. Setting: The setting of Pygmalion is set in England around the late 1800s and early 1900s. Why Shaw chose this setting, it is when and where he lived, but it is important to the story in many ways. He was an active socialist, in many of his novels they were based on social and political issues like capitalism and socialism. In Pygmalion, Shaw lays down his beliefs and teaches us about society in the early 1900s. This was a time when people were just starting to be able to move up in society, if you were poor at birth, you could raise yourself to a higher level by working hard, like Liza. Women were finally starting to be considered more than just the homebuilders; they were starting to be viewed as the heart of the family. Shaw supported the idea that women should get the same opportunities as men, also he believed strongly in equality for all mankind. In this story it tells about a working young lady who gets an opportunity to become upper class lady. Throughout the novel, Shaw keeps the contrast between working class and the middle class by using strong characters from both sectors. The setting provides events and opinions from both sides of class divided. When the two different worlds are clashed together the results are interesting. England is also a major part of the setting, because it had a more rigid social structure at the time of the story than America did. It was easier to spot the differences that kept Liza stapled to the gutter of society. 3. Theme: There are many themes in this novel. One of themes is Professionalism, the idea of female professions were somewhat new, in this time period. Women were generally housewives before this period and there is some resistance to the idea of that male professions being entered by females. When Liza opening a flower shop and she comes from the lower class, it’s almost treating to the males because it’s one job that the female took away from them. Gentility and Manners is another theme. The upper class was associated with mostly good manners. The author’s position on manners was a bit unclear. Since he’s a socialist, a person might think he wouldn’t have no time for them because they are a maker of class divisions. Though Pickering’s treating everyone like a duchess, while Higgins’s pattern is treating everyone like trash. At the end of the novel Liza thanks Pickering for teaching her manners; if it wasn’t for him she would have never learned them. Change and Transformation is also another theme. The central theme and plot of the novel is the transformation of Liza. At first it appears to rest in the power Higgins expresses buy achieving his transformation. He quotes, â€Å"How frightfully interesting it is to take a human being and change her into a quite different human being by creating a new speech for her.† Liza becomes the central in the play. The learning of independence and the sense of inner self-worth is the true importance that allows her to leave Higgins. 4. Characters: Liza Doolittle is around eighteen and twenty years of age, a cockney flower girl who is energetic and street-smart. She is intelligent though was not educated by the traditional standards. Innocent vanity and consequential air describe the deplorable figure. Liza is a quick learner, who learns a genteel accent from Higgins’s and washed and dressed exquisitely as a duchess. As she is transformed, she is shocked that Higgins has lost interest in her afterwards. Liza notices the difference between a flower girl and a lady and she learns that the social graces and class not the true measure of a person’s worth. Henry Higgins is described as, â€Å"a robust, vital appetizing sort of man†, also an energetic scientific type. He is an expert in the phonetics and the author of, â€Å"Higgins’s Universal Alphabet.† His manners range from genial bullying. When he transformed Liza, he is shaken by the independence Liza demonstrates and by the end of the play Higgins is able to respect her. Another character is Alfred Doolittle is an elderly but vigorous man. He thinks he deserves as much as others Though never gets anything because the disapproval of middle class morality. Alfred is a moocher that finesses loans from the most miserly of people. 5. Conflicts: There are several conflicts in this play. Higgins and Colonel Pickering have a playful â€Å"bet† that Higgins can't make the flower girl speak and act like a duchess. There is the issue of what we actually hear and say as opposed to what we think we hear and say. Higgins transforms the flower girl into an upper class duchess, and this is why Higgins forgets about her as soon as transformed her because he won the bet. Another conflict was that Liza Doolittle wants to better herself in life, than just be a lower class flower girl but is rather stuck in her position since her income fluctuates and her education is limited. This conflict is solved when Liza decides to open her own flower show, because that is what she knows how to do. Plus she enjoys it. 6. Symbolism and Imagery: One of the symbols in this play is chocolate. Higgins loves chocolate; while he does his studies he displays them on desk. He tried to Convince her Liza to be transformed into a duchess, he lures her with chocolate. She takes a bite of half of one. Before she can reply he pops one in his mouth. In the chocolate dish before leaving his house, Liza leaves a sentimental ring given to her by him. Liza taking a bite of chocolate represents trust. Money would be another symbol because it defines the difference between lower, middle, upper class depending how much money you have. The ring is also another symbol. Usually a ring symbolizes love and marriage though Higgins and Liza were never together; she leaves the ring by the chocolate dish. This indicates that she doesn’t trust him no more, since she left the ring by the chocolates and that she doesn’t have any more feelings for him. Eliza has now moved on. 7. Author’s style: Shaw’s style in his novel, â€Å"Pygmalion† is Intellect vs. Entertainment Shaw not only wants to just entertain his audience, he also wants them to learn about social issues. Usually theatre plays are strictly to just entertain; Shaw adds his own twist to it (to learn as well). Rather than dramatic tension, his plays do tend toward discussion. Shaw understood what made plays theatrical that’s why he succeeded in his plays. His belief in the need for social improvement didn’t however discourage him for adding humor into his plays. Pygmalion most people would think that his novel would have to do with romance but it doesn’t at all. After reading the novel you might interpret that it is a romance novel, because Eliza and Higgins. Romance has been distinguished as exotic, exaggerated narratives and idealized characters. And Pygmalion is a romance not the typical one but because of the magical transformation throughout the play . 8. Key Quotations:† A woman who utters such depressing and disgusting sounds has no right to be anywhere – no right to live† (Act.1 ) By this quote Higgins does accept all the class divisions. He believes that since Liza didn’t inherit in being an upper class lady, only he can bestow worth upon her, by helping her become a lady in society’s eyes. †You don’t care. I know you don’t care. You wouldn’t care if I was dead. I’m nothing to you-not so much as them slippers† (Act4 pg64) This shows Liza’s transformation and how it changed her, they even though she completely changed in appearance deep down she is nothing like Higgins or any upper class person. She has a different way of explaining things and she wants to be her own person, but still use the traits of an upper class lady. â€Å"You are certainly are a pretty pair of babies, playing with your live doll†(Act3 pg.53) Mrs. Higgins doesn’t agree with what her husband is doing with Liza, at first she was somewhat okay with the idea, but now she thinks it’s wrong because he going to have nothing to do with her afterwards.