Maggi Brand Consumer Behaviour Research Essay Example for Free

Maggi Brand Consumer Behaviour Research Essay Well the history of this brand traces back to the 19th century when industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. Due to this growing problem Swiss Public Welfare Society asked a miller named Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. Julius, the son of an Italian immigrant came up with a formula to bring added taste to meals in 1863. Soon after he was commissioned by the Swiss Public Welfare Society, he came up with two instant pea soups a bean soup- the first launch of Maggi brand of instant foods in 1882-83. Towards the end of the century, Maggi company was producing not just powdered soups, but bouillon cubes, sauces and other flavorings. However in India(the largest consumer of Maggi noodles in the world! ) it was launched in 1980’s by Nestle group of companies. Maggie had merged with Nestle(This company too has a very interesting history which I will discuss in some other review! ) family in 1947. When launched it had to face a stiff competition from the ready to eat snack segments like biscuits, wafers etc. Also it had other competitor the so called ’home made’ snacks which are till today considered healthy and hygienic. Hence to capture the market it was positioned as a hygienic home made snack, a smart move. But still this didn’t work, as it was targeted towards the wrong target group, the working women. Although the product was developed for this particular purpose. After conducting an extensive research, the firm found that the children were the biggest consumers of Maggi noodles. Quickly a strategy was developed to capture the kids segment with various tools of sales promotion like pencils, fun books, maggi clubs which worked wonders for it. No doubt the ads of maggi have shown a hungry kid saying ’’Mummy bhookh lagi hai’’ to which his mom replies ’’Bas do minute! ’’ and soon he is happily eating Maggie noodles. The company could have easily positioned the product as a meal, but did not, as a study had shown that Indian mentality did not accept anything other than rice or roti as meal. They made it a easy to cook snack that could be prepared in just two minutes. The formula clicked well maggi became a brand name. That’s precisely what is required in making a product a brand The brand has grown to an estimated 200 crore contributes to around 10% of Nestle India’s top line. So next time when you are eating this noodles just remember these facts that have gone on to make Maggi a brand. In the early 1980s India was opening up to the world after three and a half decades of self-existence. Till then, the concept of â€Å"fast food† was practically non-existent. Nestle had already been pipped to the post by Cadbury in the milk chocolate segment and it desperately wanted to create a niche for itself in the high potential Indian market. It was then that it realized that it could be a first-mover in the untapped â€Å"instant food† segment. Several years went by and a lot of money was spent and Maggi Noodles was born. The problems had only just begun. The biggest of them was the Indian psyche of the 80s. The conservatism which India showed in their culture boiled down to their palate also. They would rather stick to their Tandoori Chicken or Idli Sambhar than be a little more adventurous in trying a new taste. Maggi Noodles was a new taste from a new culture. It was then that Maggi Noodles became Maggi Instant Two-Minute Noodles. The whole point was to position Maggi as platform of convenience and soul food for the a fast growing section of the Indian population – the working women. Heavy promotion was done on the same lines. But even this did not work. Sales were good but not as good as they wanted it to be. A research was carried out which revealed that the largest consumers of the brand were not the working women but young children in the Indian households. Realizing this, Nestle repositioned their brand using new promotional strategies and smart advertising. Marketing teams were sent out to schools to distribute free Maggi samples to take home. The kids would inevitably take their Maggi packets home and ask their mothers to prepare it for lunch or as a snack. The mothers would find that it took them only two minutes to make a proper hot meal for their children who would love it. They would refer it to their neighbors who would pass it on to distant bachelor cousins who lived alone and had to cook for themselves. Thus, the hugely successful viral campaign ensured that Maggi created a distinct affection in the hearts of its consumers unlike any other proprietary food of its time. But the story was far from over. In 1997, Nissin – the inventor of instant noodles – launched its flagship brand Top Ramen in the Indian market with Shah Rukh Khan – fresh from the success of super hits like Dilwale Dulhania Le Jayenge – endorsing the brand. It was then that Maggi took its first false step – it changed its taste to align itself with that of Top Ramen’s. The results were disastrous. A generation which had grown up on Maggi could not accept the new taste and would rather give Top Ramen a try. Nestle was fast losing ground to Nissin. It took them two years to work out a new strategy – accept the consumer’s verdict and get back to the basics. In 1999, Maggi relaunched itself with its original taste. It paid off handsomely and the faithfuls returned to their master. Top Ramen could no longer sustain the growth it built up in the two years. The next big hurdle came in 2004. The SARS epidemic of 2003 in South East Asia had led to widespread concerns regarding personal hygiene and health. Mothers were now more concerned regarding what their children were eating and maida in general was always considered to be low on the health aspect. In 2005 Maggi launched Atta Noodles with the tagline â€Å"Taste bhi, health bhi. † Although the advertisements showed Atta Noodles replacing the rotis and chapatis, this was never Maggi’s intention. It knew that thinking about that objective was a far cry and the main purpose was to convince mothers that their children was eating the right thing. In this sense, it scored over the Licia and Bambino semolina-based Macaroni products, which, though being an healthier alternative to Maggi, always tried to position themselves as a substitute for wheat based items of daily consumption. Within 10 months, Maggi Atta Noodles was declared a success and now they are foraying further with the â€Å"Taste bhi, Health bhi† campaign with products such as Multi-Grain Noodles. The above examples show that Maggi as a brand knows the customer and is willing to learn from its mistakes. It knows that its USP is convenience to ake and good to eat and it sticks to that without pushing the envelope further in its campaigns. It has also leveraged its success to other food products – the most notable of which is the Maggi ketchup which has garnered a market leader position of about 45% largely thanks to the Maggi brand and its positioning as a â€Å"Different† product ( Remember the tagline – Its different! ). The savior of many students (and especially the ones staying in hostels), there is little doubt as to why many regard Maggi as the greatest invention since the wheel.

How would a Scholarship Assist Me After Graduation Essay Example for Free

How would a Scholarship Assist Me After Graduation Essay In my findings, it is not just enough to have enrichment of goal, fervency of passion and the keeping of focus, there is the place of vital impact played by pecuniary support from guardian(s) to actualize the desire. I strongly believe many brave and highly intelligent ones have been choked out of their academic dream in life after graduation. Statistical findings have unarguably revealed that financial incapability in one of the factors responsible for thwarted vision in academic excellence. I am very proud to note however, that our school is making part of her contributions in easing students’ financial burden as a responsible institution in the society. The scholarship is a gesture I really appreciate whole heartedly. I do forward this scholarship application to passionately appeal for my consideration in the grant in order to survive hardship in my future pursuit of academic excellence. See more: how to write a scholarship essay Being a promising member from a home with single mother who had lost his father as early as age five, I have only being struggling with ways out of incessant hopelessness, deprivation and unavoidable emotional abuse. I have labored assiduously with my parent to make both ends meet; during summer, I work at Boys and Girls Club to save some fund for school and trying hard to work-out element of laziness from exacerbating the poverty. Sooner after my graduation with me and my two other sisters in studying in college, the financial stress for our mother would climax. The cost of education even in a low grade school with the cheapest environment is overwhelming despite how hard I try to save. My two sisters also need optimum care to cater for their more demanding feminine nature. So huge are my worries despite the strong zeal to pursue academic excellence which I currently demonstrate in school for being among the top 10%. With the hope of scholarship aid, I look forward to a redemptive future from excellence incapacitation. In the college, the scholarship will assist to continual keep focus and meet up the grant expectation.

Activist Reflector Theorist And Pragmatist

Activist Reflector Theorist And Pragmatist Activists engage oneself totally without unfairness in fresh ideals. It makes them passionate concerning everything new. Whiles Theorists adjust and incorporate observe into difficult however reasonably theories. They choose to be perfectionists who will not take it easy until stuff are organised moreover Pragmatists are eager on experimenting ideas, skills and theories to see if that work in practice. They completely look out for new ideas and acquire the first chance toward testing applications. Lastly Reflectors are fond of reserved to deliberate on experiences and examine them from numerous perspectives. They gather information first hand and like to reflect about it carefully prior to conclusion Honey and Mumford (1982). Furthermore, (Smith, 2003) indicates that, majority of people have a preference in relating to participating in, taking in and processing report to permit individuals to learn. People take on diverse learning styles where best allows people to learn more excellent way. So far, there has been a huge test with the aim to change a persons learning style (Sprenger, 2003). Conversely, students and a lot of professionals note down that, learning achieved from practical experience is more meaningful and relevant than that acquired in the lecture room (Quinn 2000). Making certain that, any student that has a good learning outcome, it is imperative that the learning setting is sensibly, competently, and sensitively helpful to everyone learning within it. Clarke et al. (2003) remarks that, nursing training adds high price on knowledge in the clinical environment; the quality of these clinical setting has a considerable influence on learning process for student nursing. Honey and Mumford (1992) talks about four different learning styles; they portray learners as activists, pragmatists, theorists and reflectors. They added that, though lots of individual had two or more learning styles they may also had a one style preference. To guarantee myself a good learning experience on placement, it was essential for me as student nurse to be conscious about all preferred learning style as practice training is crucial element of nursing program. During placement, in discussion with my mentor, it was established that she preferred a more practical experience therefore she favoured a pragmatist approach to learning. I therefore incorporated her preferred learning style into my planned as a student nurse. Morton-Cooper and Palmer (2000) support that though, in placement the mentor acts as a teacher, it is required for a student nurse to mature into the progress of their learning needs. However to the results of the Honey and Mumford learning style questionnaire, I agree to a high reflector mindset. I consent with the greater part of the report of a reflector, which totally describes me. A Reflector is a careful person who prefers to take a back seat in group discussions (Honey and Mumford, 1992). Being less assertive and tending to hold back from participation, I believe that I will work well and learn more efficiently if play around an activist, as one would be able to encourage me to tackle situations via a more straight out approach. This would enhance my participation in group activities and discussions. According to the result of my learning style questionnaire, Honey and Mumford (1992) test says, I am a very attentive person, as this is one of the potentials of a reflector. I totally consent along this because I constantly akin to pay attention to each person in the group attentively. The opportunity of gaining from diverse viewpoint and different angles has help with my findings. Nonetheless, a likely weakness that I have found within me as a reflector is that, I take too long in doing certain duties. For instance, all through my previous assignment, I spent lengthy time to finish it, because my preparation stage took me a long to get ready. I used up a long time in searching for ideas prior to starting my assignment, this may be due to me, being extra careful on how am going to write this assignment. Even though, this brings out my careful mindset, I do not have the same opinion with the report that someone who is reflector does not take risks. I sometimes like to tread out of my ease to experience new things I have never done before to expand my knowledge. For instance, I chose to leave my home and common environment in London to study in Hertfordshire. Kenworthy and Nicklin (2000) comments, the more relaxed and secure a student feels inside the surroundings, there is expectation that successful learning will take place and the student will be encourage towards learning. Moreover, prior to starting this programme for a student nurse, it is essential to know that, at present we have diverse learning theories and styles to think about. Reece and Walker 2003) utter that there has been write down concerning the means in which people learn and many theories on the ways of effectively learning. The talk was that, the key theories are Behaviorism, Cognitive and Humanism. Regarding, the Behaviorism theory, the learning surroundings is essential to knowledge, and if this surroundings is accurate, learning comes as links are done among incentive, reaction and support (Quinn, 2000a). The Cognitive theory indicate learning like an internal procedure that include high order rational actions like remembrance, thoughts, analytic, insight and way of thinking. (Hand 2006). With Humanistic learning theory (Maslow 1968) is based on the faith that human own two basic desires, a call for growth and a call for positive view through others. It also shows as the most holist ic approach because it is interested in the way in which it compel and inspire of a person to learn. (Reece and Walker 2003) support that these theories too relay on largely on the pressure of the surroundings that might hold back or assist the learning path. In addition, it is vital for me to enhance my learning skill as a reflector. I have planned a number of ways to use prior to, through, and following lectures to help me succeed in this programme. As my weaker style is activist, the initial part of my plan is to create opportunities to initiate and to participate and have have fun in group discussion in class. These give me a head up as to situation that will possibly require action without planning in the lectures. (Heath 2001) support that, discovery of learning strategies in union with person learner preferences is key action in keeping and developing the value of learning programme. The improved potential learning opportunity and result gain from such discovery might have a supportive impact on student nurse. Moreover, when I realise my preferred learning style and the teaching style of my mentor in practice is different. I work out an action plan to support myself and to go on to succeed on this programme, I have to support my weaker style to get used to classroom environment by accepting my preferred learning style, though I am Reflector learner. Nevertheless, research establishes that, growing variety of tuition means used have not been connected with an enhancement knowledge result. However, the truth is that, throughout developing studentsà ¢Ã¢â€š ¬Ã¢â€ž ¢ understanding of their individual learning style, student are enhanced to take charge for their own learning, which improved their learning results (Fritz 2002) Upon reflection, I think learning styles assist me to recognise myself and allow me to identify how to develop myself. With the assessment outcome, I discern and know myself better and have learned from different learning styles. This has thought me why understanding of learning styles is useful to me as a student nurse. Nursing practice Reflects has been positive as the 1980à ¢Ã¢â€š ¬Ã¢â€ž ¢s (Jasper 2003). (Johns 1995) indicate the practice of reflection can be use to evaluate, realisation and study through our live experience. (Jasper 2003) too support that reflective practice is another means you can gain knowledge from experience. In terms of training for healthcare professions, it is identified as a fundamental instrument intended for students to build the relations connecting theory and practice. As a student nurse, it is important for me to realise the worth of reflecting upon my experiences in learning to enhance my prospect learning. In a nut shell, all the way through this module, I boast of higher comprehension and important consciousness of different learning styles. I have been confident towards my own prefer learning style; hence enable me toward completely support myself in my weaker style. Understanding learning styles has undoubtedly revealed the force that it can have on me as student nurse. I currently believe that, I am more prepared to incorporate my preferred learning styles into practice. Since this will be real a huge profit to my prospect profession.

U.S. Neutrality in World War I :: essays research papers

When World War I broke out in Europe, Woodrow Wilson announced that the United States would stay out of European affairs and remain neutral. Wilson was aware that the United States had no interest in the matters that did not directly affect the interests of America citizens. He hoped that the United States would remain neutral and continue to trade with warring nations. The American view of neutrality meant we were entitled to safely and freely trade with either side at war as long as it was out in the open seas. The United States hoped to stay out of the way because war was viewed as wasteful, irrational, and immoral. There was no reason for the U.S. to intervene with European affairs. In addition, Wilson was aware of the huge immigrant populations whom have come to the United States just recently from those nations currently at war. Many immigrants, such as the Irish, would not support the war because of their previous hatred toward Great Britain. Great Britain controlled a big portion of the sea during this time and was the first to set up a blockade between the United States and Germany. The United States protested but Britain continued to force American ships to be searched for food, medical supplies, and steel before reaching Germany. Although the United States was against the blockade, it had very little impact on the U.S. economy. With Great Britain going to war, the United States produced enough war-related exports to pull them out of its prewar recession. Although Wilson claimed neutrality, he held sympathetic feelings toward Great Britain. After all, the Americans shared language and culture to the English in contrast to Germany who ruled their nation in a more militaristic manner. Because Wilson did nothing in response to Great Britain’s violation of American neutrality, Germany saw this as an indication of siding with the English. Germany getting desperate with no trade with the U.S., their economy was frantically crumbling. In retaliation, Germany violated the international warfare law by attacking with submarines without warning. Wilson’s response: Germany must stop the blockade or face the consequences. Wilson agrees to reach a deal with Germany after they publish a statement to negotiate even though both France and Great Britain have proclaimed that this war would end with total victory over Germany. Wilson is trapped by his own ultimatum.

Comparing the New England and Chesapeake Regions Essay -- American His

Comparing the New England and Chesapeake Regions The New England colonies were formed by Protestants who were escaping England. They ‘planned’ their society. When they came over they brought entire families, not just random people. The Chesapeake region colonies were formed by whoever signed up. The reasons that resulted in the differences between the New England and the Chesapeake colonies were political, social, and economic. The political reasons for the differences were that in New England there was a basic plan. In document D I found that after a group of people grows to forty families it is then considered a town. This document also tells that everyone got some land. Document E adds some more pieces to the puzzle by telling that the people’s wages were set. This group of colonies also had a huge amount of religious freedom, and even some political power. This is far different from the Chesapeake colonies where, in document g it is stated that they are just a little offshoot of England. There were many social reasons that the two regions were different. In...

Persistence: Endurantist vs. Perdurantist :: essays research papers

The notion of Persistence gives way to several predominant theories; of which, attempt to account for many possible questions that arise from it. As in most cases of debate, when more than one account of such is held to be true, there will clearly be much disagreement. Two views that claim to account accurately for persistence that remain widely known are , that of an endurantist (Threeist) and that of a perdurantist (Twoist). The endurantist will hold that objects are wholly present at all times, a persistent object ‘endures’ over time. The conflicting view of a perdurantist claims that objects are actually composed of temporal parts, more precisely, proper temporal parts. Further, a Twoist (vs. Oneist), will say that a name most often refers to the sum of one’s temporal parts, whereas a Threeist believes a name to refer to one who is wholly present during all times of its existence. The two opposing theories stated very simply, as above, give insight as to the nature of their arguments against one another. It does seem, however, that the Twoist’s account of persistence gives an exceedingly useful notion in regards towards many more subjects of philosophy, as well as an explanation that accounts for much more in terms of the problems associated strictly with persistence itself.   Ã‚  Ã‚  Ã‚  Ã‚  The argument posed by VanIwagen, a Threeist, against the Twoist is known as the problem of Essential Duration; and the counterpart argument given by the Twoist is referred to as the problem of Temporary Intrinsics. VanInwagen’s (modal) argument goes as follows: One could have lived longer than did in the actually world; this must be accounted for by either, one having been composed of more temporal parts that actually was, or at least some of one’s temporal parts had a longer duration than did in the actual world. VanInwagen continues with; a twoist must clearly hold that temporal parts have their duration essentially; their duration can not be shorter or longer. It then follows that a person is also a temporal part, which is to say they are the sum of all his or her temporal parts, making this the largest part. If this is so, says VanInwagen, then the Twoist must hold this duration essentially and one could not have lived longer than did in the actu al world. A contradiction is reached, VanInwagen then very quickly disregards any additional consideration of such an avenue.

Is John Stewart Mill a racist Essay

Is John Stewart Mill a racist? That is a very strong charge against someone that promotes the sovereignty of the individual over that of the race/community/state. Many critics run the gamut on this issue. Some believe that he is because the list of those entitled to personal autonomy excludes those that live in â€Å"backward societies. † Other critics argue that he is not because he acknowledges the achievements of other civilizations and trace any social defects to improper governance or depressed circumstances rather than physical characteristics, and he acknowledges the dark ages of Europe. Others read his work and pronounce him a British Nationalist (Varouxakis, p. 5-6). If he were racist, it would prove to be more symbolic than overt. Symbolic racism manifests in indirect ways; in the United States, many whites are not directly racist toward blacks, however, they are strongly opposed to affirmative action and busing black children to better schools (McConahay & Hough). On another level, whites are very reluctant to give away any of their power to other racial groups and offering more opportunities to minorities diminishes that power, and they know this on at least a subconscious level. Either way, he is acknowledged by many to be one of the most important figures of modern liberal thought. On Liberty was also one of the most famous books exploring the subject—mainly advocating the moral and economic emancipation of the individual from the state. The free and liberal state has only one rule: that each individual can do as he pleases as long as his actions do not harm others. However, if someone makes a conscious decision to harm himself only, it is not the role of society to stop him because it would interfere with his autonomy. For example, many people wanting the government to legalize drugs will use this argument, â€Å"Over himself, over his own body and mind, the individual is sovereign† (Mill). However, many critics believe that these rights do not extend beyond the realm of Europe and the West, looking to interventionist actions taken by the US and the UK in the past decade, â€Å"The right to non-intervention, like the right to individual liberty, only belonged to those capable of using it, that is, to those ‘mature’ enough to think and judge for themselves and to develop unaided†(Parekh, p. 88). This paper seeks to assess how nineteenth-century liberalism furthered the imperial ambitions of European countries, its inherent disdain for other ways of life, and review some of the erroneous assumptions that led to the exploitation of colonial subjects. We will also examine some of its better premises and how they will apply in certain societies, and will try to definitively answer the question of his racism. In Mill’s time, Great Britain possessed one of the largest empires in the world. The crown had granted independence to small colonies like Ceylon during his lifetime. However, when the subject of independence for India was raised in parliament, Mills argued strongly against it (Parekh, p. 90). Perhaps he felt that they were not ready for independence because in his opinion, they were â€Å"backward. † If rumors of his nationalism have merit, then he might have feared that his country was losing power around the world. The idea of relinquishing rule might have been based on the assumption that other nations will grow to supplant Britain as the main superpower on earth. Also, if other nations with more backward beliefs were to possess resources that would make them wealthier and powerful than the civilized nations â€Å"The sole end for which mankind are warranted, individually or collectively, in interfering with the liberty of action of any of their number, is self-protection†(Mill). If this is taken in terms of global relations, allowing others to wield power would be seen as a direct threat to Britain’s position, and abdicating their holdings would be tantamount to putting themselves in the inferior position. In his own social context, Mill believed in the freedom to pursue activities, even immoral ones, provided that its pursuit does not harm anyone. The most obvious example of this is taking drugs. In Mill’s paradigm, a person smoking marijuana should not be punished for this action. Instead, society should only punish him if his actions under the influence lead to the injury or death of another person. On the grey areas of morality, scholars often dispute what it means to cause harm. For example, post-colonial theorist Bhiku Parekh argues that liberalism takes an intolerant, missionary, dogmatic slant to life. As a critic of J. S. Mill, Parekh picks apart liberalism in great detail, particularly the liberal’s paternalism or outright scorn toward non-liberal communities that do not value materialism or ambition He argues that liberals believe that their path is the only legitimate one and that non-liberal societies do not have the right to decide the course of their existence, or even the right to decide to exist at all independent of the dictates of a â€Å"superior civilization. â€Å"In order to justify the inherently unequal and exploitative colonial rule, liberals needed to show that the British had something to give to their colonies that the latter badly needed, were unable to acquire unaided, and which was so precious as to compensate for whatever economic and political price they were required to pay†(Parekh, p. 86). In the case of the British colonies, they brought civilization. India was considered civilized but stagnant, and needed British rule to move forward (Parekh, p. 88). The political actions on part of the British imply that there is only a small list of ideological, philosophical, and religious beliefs that can be considered civilized. In fact, according to Parekh, Mill resisted every parliamentary effort to grant India some measure of independence because he did not believe the nation was ready to stand on its own. Perhaps, Mill believed that the Indians would unintentionally harm themselves or others without interference, because that was his only justification for intervention. That is the only purpose for which power can be rightfully exercised over any member of a civilized community, against his will†(Mill). Though India was recognized as civilized by the West, it was a civilization in its infancy, not yet ready for self-determination. Most of the â€Å"East† did not embrace capitalism and laissez-faire governments. The primary emphasis of each citizen was the community and the family rather than the individual. However, the European vision was spread throughout the world via colonialism. Had the Chinese or Indians taken over every continent on earth, the prevailing global norms would be quite different, and a new standard of values would be spread. In fact, Parekh raises the point that if one was to critique the West using non-liberal philosophical systems, it might be found lacking. â€Å"If we took the Indian, the Chinese or the Islamic views of man as our standard, it is the self-centric and even self-obsessed liberal societies that would appear inferior†(Parekh, p. 99). In the United States and Western Europe, there is a sharp separation between church and state, and strong social pressure to have the biggest, newest, and best products on the market. Other cultures value achievement much as well, but consumerism very little. Economic freedom in the West is greater than in China or India. â€Å"The tendency to homogenize the West and to view liberalism as its sole authentic voice is also evident in the way many contemporary liberals ground their moral judgments. Take the frequently invoked and philosophical dubious concept of moral intuition. Although liberal philosophers admit that moral intuitions are fallible and often confused and contradictory, they assign them an ontologically privileged status and view them as more or less authentic indicators of our cultural identity and expressive of our deepest moral being†(Parekh, p. 100). Mill embraced the ideal that each person was autonomous and needed to live according to his inclinations. Those living in societies that sublimated Mill’s fundamental law of human interaction needed to be guided toward the â€Å"truth† which lent his writing a feeling of religious certainty rather than racist sentiment. While Parekh saw liberalism as a system of thought that promoted racism and intolerance, Georgios Varouxakis argues differently. Although Mill was a man of his time, he was not a racist as he judged the merit of a culture by its technology and philosophy rather than the physical appearance of the citizens. While accepting vaguely that racial origin is one of the factors influencing the formation of national character, Mill went further to establish that racial predisposition in itself could prove nothing and was liable to be modified out of any recognition through the agency of circumstances such as institutions, historical accidents, and human Effort†(p. 43). For example, those dwelling at the bottom rungs of society often have no interest in working and try to do as little as possible because there is no genuine incentive for them to invest themselves in any way. Any race would be indolent and idle, he stressed, if the arrangements under which they lived and worked resulted in their deriving no advantage from forethought or exertion†(Varouxakis, p. 45). Examples of this include enslaved and oppressed African-Americans, the Irish under England, and the Dalits in India. Most members of an underclass lack ambition, not because they lack the intelligence, but because they believe that the hard work ahead of them will not amount to anything as they lack a stake in society. Parekh argues that liberalism is inherently European in character. He is correct in this assertion because in Western European culture, a significant portion of identity is derived from profession rather than through family unlike much of the world. Western Europeans also value rugged individualism much more than other cultures. This affection for personal independence existed prior to formalizing it into a philosophy. Varouxakis also shows evidence that liberal philosophy blurs the borders between nations, as it had gained the admiration of many people on earth. Mill’s own countrymen described him as an â€Å"extreme radical and ‘un-English’† before acknowledging his contribution to political theory (p. 1). Therefore, while liberalism is European (or English) in origin, it has grown far beyond its borders to inspire people in other countries to leave their homes and live a more ‘liberal’ and individualistic lifestyle. In sum, even though the people of Europe and Asia belong to different racial groups, the liberal devaluation of their culture is by no means racially motivated. Liberal ideology disdains all systems that subject the individual to the state, the group, or God. For example, while liberals were often contemptuous of the East and tribal cultures in general, they often did not think any better of the Fascists, Communists, and Socialists in their midst. Parekh is correct in arguing that contemporary liberalism does not allow for much variability in thought and belief, â€Å"In spite of their emphasis on choice and diversity then, most contemporary liberals are hostile to non-individualist forms of life. They aspire to a culturally homogeneous world in which all alike are wedded to the narrowly defined values of autonomy and choice†(Parekh, p. 101). The true liberal way of life would be broad enough to encapsulate everyone and prompt an exchange of ideas in order to continually reach for better solutions in this rapidly evolving world. Non-individualist cultures will not impose their views on those that do not follow their path, and individualists will live and let live.