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The Results of a Breast Cancer Screening Camp at a District Level in Rural India
Reddy, Neha,Ninan, Tilu,Tabar, Laszlo,Bevers, Therese Asian Pacific Journal of Cancer Prevention 2012 Asian Pacific journal of cancer prevention Vol.13 No.12
Background: Breast cancer in developing countries is on the rise. There are currently no guidelines to screen women at risk in India. Since mammography in the western world is a well-accepted screening tool to prevent late presentation of breast cancer and improve mortality, it is intuitive to adopt mammography as a screening tool of choice. However, it is expensive and fraught with logistical issues in developing countries like India. Materials and Methods: Our breast cancer screening camp was done at a local district hospital in India after approval from the director and administrators. After initial training of local health care workers, a one-day camp was held. Clinical breast examination, mammograms, as well as diagnostic evaluation with ultrasound and fine needle aspiration biopsy were utilized. Results: Out of total 68 women screened only 2 women with previous history of breast cancer were diagnosed with breast cancer recurrence. None of the women in other groups were diagnosed with breast cancer despite suspicious lesions either on clinical exam, mammogram or ultrasound. Most suspicious lesions were fibroadenomas. The average cost of screening women who underwent mammography, ultrasound and fine needle aspiration was $30 dollars, whereas it was $16 in women who had simple clinical breast examination. Conclusions: Local camps act as catalysts for women to seek medical attention or discuss with local health care workers concerns of discovering new lumps or developing breast symptoms. Our camp did diagnose recurrence of breast cancer in two previously treated breast cancer patients, who were promptly referred to a regional cancer hospital. Further studies are needed in countries like India to identify the best screening tool to decrease the presentation of breast cancer in advanced stages and to reduce mortality.
Beverly P. L. Goh,Dawn Y. F. Lim 한국해양과학기술원 2015 Ocean science journal Vol.50 No.2
The sea urchin Diadema setosum is often encountered in the coral reefs in the Southern Islands of Singapore. While sea urchins have been known to play a role in regulating algal communities and influencing coral recruitment in other parts of the world, their role in Singapore reefs has not been determined. This study was conducted to determine the distribution and abundance of sea urchins in Singapore reefs, to examine algal cover, algal biomass, algal species and live coral cover, and to determine any interactions between urchin density and algal communities that may impact coral cover. Several reefs in Singapore were surveyed using belt transects measuring 20 m by 2 m, laid down on the reef crest. Abundance of urchins, algal species, biomass, and live coral cover were determined by the use of quadrats within each belt transect. This study revealed an increasing abundance of the sea urchin Diadema setosum in reefs progressing southwards away from mainland Singapore with low density of urchins occurring in Sisters’ Island, St John’s Island, Pulau Tekukor, and Kusu Island, and the highest density observed at Raffles Lighthouse. A significant negative linear relationship between algal cover and live coral cover (P < 0.05) was established. The results of this study indicate that sea urchins may not be an important component of the herbivore guild in Singapore.
BRAND CONGRUITY: A STUDY OF THE TOD’S LUXURY BRAND
Juliette Wilson,Beverly Wagner,Anne-Flore Maman Larraufie 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This paper aims to gain an understanding of luxury brand positioning in relation to brand attributes, distribution channel and the target consumer characteristics. In so doing, we hope to get a fuller explanation of brand perceptions within the market environment in which the transactions occur. Luxury brands need to flourish in an increasingly complicated and competitive environment. In the past socio-demographic characteristics were used to position the offering, but this is becoming more difficult to apply in contemporary global markets. It is possible to broadly position luxury brands using Aaker’s (1997) 3A’s framework to show how brands are crowded and compete in the middle “aspirational” segment. There also appears to be a polarization within the market on the part of highly informed and expert consumers who do not follow traditional norms of purchasing behaviour; purchasing elite luxury and high street purchases at the same time. Such inconsistent behaviour compels us to investigate the luxury brand consumer in depth. Consumer perceptions of luxury value comprise financial, functional, individual and social components (Hennings et al. 2012), as well as changing cultural interpretations (Mo and Roux. 2009) and symbolic and human characteristics (Aaker, 1997). Examing the brand and the consumer is not sufficient and a third aspect needs to be considered relating to distribution channels (D’Astous and Lévesque 2003). This is the environment where the personality of the brand is staged to reinforce tangible and intangible attributes that further influence consumer perceptions. Store personality suggests functional qualities and psychological attributes that help define the store in the consumer’s mind (D’Astous and Lévesque, 2003). In order to differentiate between brands perceived with similar positioning, the symbolic qualities of the luxury brands become highly relevant and a key motivation of luxury brand purchase behaviour (Heine 2009; Liu et al 2010). What is of interest to us in this study is the congruity between consumers’ perceptions of a luxury flagship store personality, the personality of the luxury brand and consumers own personality traits. Drawing upon the foregoing we have established that there is a need to understand how consumers see themselves in relation to luxury brands. Understanding the relationships between the consumer, the brand and store personality is critical for the effective positioning and strategic management of the luxury brand in terms of product mix strategy, pricing, advertising and distribution. Our analysis draws upon Aaker’s (1997) brand personality, luxury consumer personality traits from Weidmann et. al., (2009) and store personality dimensions from D’Astous and Lévesque, (2003) and we delineate luxury using the four values, financial, functional, individual and social from Weidmann et. al.,(2009). The difference in the degrees of alignment represents what we have termed “congruence distance” between each personality dimension. Misalignment may indicate that the corporate view of the luxury brand is out of sync with consumer perceptions and may impact upon strategic marketing efforts. Using a quantitative research approach we report the results of a survey of Tod’s consumers in the UK, France and Italy. Constructs are developed to measure consumers’ perceptions of a luxury flagship store personality, the personality of the luxury brand and consumers own personality traits. Our theoretical contribution hopes to enhance explanations of luxury consumption. We have taken three disparate frameworks that each look at elements of luxury brand positioning to assess levels of convergence using one case study. We add to luxury brand theory by presenting a rubric of congruence distance that draws the three frameworks together and highlights clusters within dimensions of value. Managerially, we find the importance of alignment across a variety of dimensions and clusters. Through this rubric, multiple segmentation and positioning scenarios can be assessed with implications for strategy. We find that consumer interaction with sales personnel is critical to consumers’ experience of the brand based upon an understanding and expectation of the luxury it represents.