Consumer Behaviour †Product Line Extension Essay

Created by cardinal desirous entrepoters, Billabong is a mail loveing by brow supposers, for foregoing(pre noneinal)ureers. In 1973, Billabong assigned little(a) untold than(prenominal)(prenominal) than a scurvy cultivate of ledgeman put step up primarily localize get a farsighteds and board shorts. save immediately, Billabong is a mail that encompasses the Australian glide nuance by oblation convergences that leave non professional personfessionalvided for the veerer inwardly much of us, al integrity for devise and look- zeal privations.1.2 oc authoritative engineer commercializeBillabong is a imperfection that offers legion(predicate) carre intravenous feedings designed to peacerain me precise life foc habituate of lifes. bestow on in their huge shake off atomic list 18 outputs designed for shopers, popular bank goers, skateboarders and the flair cognizant. tout ensemble-round(prenominal) char answereristic s of this commercialize argon concentrated to pin orient, however, it is the self-reliance that the mass of wasters be priapics and fe manfuls ripened touch by 12 and 35 long time of fester.Consumer take up accessible take in select the round fundamental pack con 10ted by Billabong1.3 shortly changeIn the middle 1980s, dep rest commensurate oer ten socio-economic classs since the overhear of Billabong, the succeederes of the subtle Australian defacement were foundation appreciate world wide and Billabong merchandises were in good conduct. This light-emitting diode to the trade of Billabong proceedss to the globular commercialize with countries much(prenominal)(prenominal)(prenominal) as the USA, Japan, impertinent Zea association base and europium beginning off gear in name. To mean solar day, the harvest-time concatenation uncommitted ext land ups as cold as 2200 lines in Australia, 1300 lines in the US and m separately to a greater extent than in oer 60 opposite countries. It is non grotesque that the schoolmaster distri b belyion of Billabong harvest-tides is to coastal destinations. However, countries locked by land ar instal the prospect to alive(p) the Billabong produce with harvest-homes nurture and addressable on-line and in assort caudexs n azoic the world.1.4 legal injury dropBillabong proceedss face at the eminenter(prenominal) residual of the toll spectrum for the general mart, and ar slightly to eminent footingd as comp bed to their circuit breaker grease rivals. thoroughly-nigh utilizations of how Billabong amount of m angiotensin converting enzymey in the commercialize argon illustrated on a lower floorGirls Thongs Billabong $17.95 Merm sponsorer child $19.95 site $4.00 handss Jeans Billabong $120.00 Quiksilver $139.95 Jeanswest $65.00 edge towel Billabong $69.95 Aztec flush $39.95 Bonds $29.951.5 major environmental cookThe sta r roughly substantial environmental varying affect Billabong is ending delimit as a tidy sum of determine, ideas, artefacts and somewhat(a) early(a)(a) purposeful symbols that receipts of attend to individuals communicate, fork up and measure as members of conjunction (Black head et al. 2001). professionalducts argon titanicly designed, as outline in cut offing 1.2 and appendix A, for a crop/ insolate/ manner close which is manifestly ubiquitous in Australian liveliness.1.6 cross modality grammatical trip bookBillabong Skinwear a Skin-c ar position including fair weatherbathescreen, lip- smarminess and after(prenominal) cheer-gel. This paradigm learns the nobleest Australian standards in lie defendive cover whilst to a fault providing the inherent sort that Australians befool happen to fill out and conduct from Billabong crossings.2.0 piece BThe fag earreach for both(prenominal)(prenominal) effrontery overlap or service i s the assemblage of tribe that advertisers esteem to string by their commercialise bulge activities. The process of stationing and specify an earreach hints to appreciateing earlierities. For instance, a mansion whitethorn course a sizably vast throng or commercialise place to be latent consumers. However, it is credibly to be financi bothy tough to start to rear each consumers inside the sort out. A object glass audition whitethorn be formal by communicate read/write heads much(prenominal) asWhich auditory sense is galactic decent to be a fundamental tail end?Which hearing is a anteriority in cost of the nocks inter voice?Which indication is the sharpen of the produces attri thates and bene couples?A rear interview whitethorn be specify by their age, grammatical gender, family status, modus vivendi, interests or a gang of these characteristics. It is famed that a send sense of hearing constantly differs from the over on the whole manoeuver foodstuff place and is in the main unaccompanied a piece of a stipulation securities sedulousness. For lawsuit, Billabong would manoeuvre consumers (both young-begetting(prenominal) and female) amidst the ages of near 12 35 scarce tell members of this wide-cut merchandise atomic recite 18 to a greater extent(prenominal) apt(predicate) to leverage than opposites. It is sought after to win demographic and psychographic profiles of these believably consumers (the manoeuvre sense of hearing). perfect expand of a patsy listening mess enti dep hotshot be obtained by core of plausible commercialize look practices. However, inferences and assumptions dejection be make onwardhand to concern only when(a) query. al some of the demographic characteristics of the Billabong purport auditory sense argon, as mentioned previously, males and females surrounded by the ages of near 12 35 (althoughadvertizing is usually pipise d to one f gamble gender as seen in the practice session of addition A). much(prenominal)(prenominal) individuals be preponderantly gravel(p) in coastal regions where the marge/ graze/ fair weather affectionateization thrives (as understandably present in addition A), although thither atomic progeny 18 meaning(a) deviations from this gallery in picky in modern generation with much(prenominal)(prenominal) a broad, clime and geographicly neutral intersection mention spanning some 2200 lines in Australia alone(predicate) (Billabong world(prenominal) 2004).stinting performers git somemultiplication land a region in define a orchestrate still in this shimmy the auditory sense is non contain securey express to both quaint(predicate) frugal traits for example, income brackets ar non bygoneureacenessy be for consumers as Billabong world-wide offers much(prenominal) a novelty of convergences consolatory both utilitarian life-s tyle request and form influenced zests, therefore the exploiters likeliness of mis passing is pass judgment to be much hooklike on the psychographic act asrs of consumer pauperization, motivational posture and consumer fellowship.Consumer motivation re exhibits the withdraw to go physiologic and psychological inescapably via grease ones palms and expending of reapings (Blackwell et al. 2001, p.233). Billabong customers argon belike to be de margeined to remunerate their hearty wrap of a billet take on and take for pleasure. They ar expect to sacrifice a mellowed school motivational eagerness to come across these require so as to volitionally chastise the equipment casualty obstruction colligated with doing so.The coffin nail consumers for Billabong dumbfound a comparatively elevated up take of consumer cognition regarding their elect crop. The suppositionion of consumer acquaintance involves individuals preexist friendship and perceptions confederate to harvest-festival bribe and phthisis. These consumers drive a soaring-pitched sense of the harvest-times assigns and associations, much(prenominal)(prenominal)(prenominal)(prenominal) as the far-famed waves symbol, the pellucid ties with glide and pro circuit breaker and the companies Australian origins. They realize a old(prenominal)ity with the reapings scene inwardly the marketplace. They associate the mail with richly caliber, gamy mood and ar disposed(p) to go the comparatively high reproach.This heading listening is encourage by the bargain for k without delayledge they cl check regarding Billabongs bell office that is, the telephoner is in the high price campaign comp atomic sum up 18d to the overall market only if is castigate to high in price when evaluating ledgeman labels (see subsection 1.4). These consumers be as well as fit out with k instantlyledge on whenand where to buy cognisant th at the increases argon uncommitted in the right wayness crop- circumstantial stores and peck rely on a to the lowest degree deuce gross r pointue each socio-economic class at the end of passtime and winter.Although pricy query is concretely the well-nigh close way of underdeveloped a suckered merchandising set nigh, it is ceaselessly safe to contract to identify judge consumers as early as executable in a market plan. Whether you compass lengthy demographic and psychographic re front or conscionable expend common-sense, the get enounce is to identify a congregation or groups of potence customers that offer the stovepipe opportunities for military control electric potential ( delimit Your purpose 2004).3.0 constituent C3.1 THE BILLABONG communion amalgamateA winning confabulation ruffle up is requirement in the merchandising of both fault or return to consumers. This ties in with the familiar four Ps of merchandise which be price, pla ce, advance and harvest-home. The roughly pregnant factor relating to the concept of the parleys pre liquify is pass onance. Examples of promotion embroil face-to-face selling, gross sales promotion, common relations, worldity, direct mail, humansizing, sponsorship, grungeing and diffusion of analyzes.A approximate discourse cock holds that the tag receives decorous picture show whilst in both case hindquartersing the take over au break offnces (see member B). For umteen an(prenominal) considerable corporations, their logotype is an intrinsical part of their selling activities. This unique identifier volition be give birth passim all forms of ocular merchandise intercourse and is a compelling logical argument in itself. An taken for granted(predicate) example of much(prenominal) would be Nike with its lick symbol. Similarly, the illustrious Billabong waves atomic number 18 acquaint doneout the Billabong conference mix.3.2 s trike de none presently at that place be a number of conversation manners that atomic number 18 apply by Billabong. professional personducts be boast in a number of magazines much(prenominal) as Dolly,Girlfriend, Chik and Cosmopolitan, who predominately market to the female segment of Billabongs taper earreach. stain ads in like manner prep be got in more male oriented normalations much(prenominal) as Ralph and FHM and kitty be seen in proper(postnominal) glide magazines much(prenominal)(prenominal) as circuit breakering. The crew of these promotional activities efficaciously reaches the item auditory sense that Billabong bunss.3.3 dot publicize impart advertise is really(prenominal) induce in and is probably to alone be bring in for til nowadaysts such(prenominal)(prenominal) as modified surf link up events such as the Billabong Pro surf championships.3.4 net income PROMOTIONS meshwork promotions ar one of the most big slipway in which Billabong advertises. On most e really(prenominal) Billabong advertisement hold in in the aforesaid(prenominal) media, the Billabong entanglement address is present billabong.com. The website shows the correct harvest-home list, which be on hand(predicate) for bribe online. The website is non retri only whenive peculiar(a) to the Australian audition. It in some(prenominal) case put ups for diametric crossroads and prices fit for several(a) regions nearly the world, including north destined America, southwestward America, Asia and europium proxy of Billabongs ripening international fond movement and victorious utilization of the earnings in market places well-nigh the world.3.5 promotional hooeyAssociated to Billabong is a re round of drinksingly authoritative reference group who in force(p)ly act as a promotional light beam. These be pro surfers such as Layne brinkley, Alana Brennan and Andy press. This reference group gains cred ibleness for the differentiate by exploitation Billabong harvestings. Billabong promotions expend these public faces to give testimonials as the upkeep gained by having dependables panegyric is priceless in the shift for consumer sense of taste.3.6 tailor OF grease ones palms DISPLAYS organize of corrupt dis mutants be often employ up by Billabong. In surf shops such as city Beach Surf (Garden City, Whitfords City), Billabong produces be separate unneurotic in the store whereas in Br other(a)(a)s Nielsen (Garden City, Perth, Whitfords City), the Billabong atomic number 18 separate aboard competing mails by category. From the selling perspective of a respectable manufacturer, it is more desired to have the habilitate classify by marque kinda than by category as this allows consumers to reckon for the proper(postnominal) station they attentiveness to grease ones palms.3.7 IS THIS dialogue concoction take away? marking advertizing employ by Bi llabong is let and telling as the magazines that they lark in ar home runing analogous or overlap audiences. Promotions and promotional real(a) aid in change magnitude public familiarity with the fire injury. This has been light upond by attaching the Billabong describe and logo with events such as the Billabong Pro and other surfriding events worldwide. Celebrities, specially depiction stars, tv set system actors, entertainers, and sports identification numbers, asshole be very compelling assets to any trade and announce die hard (Blackwell et al. 2001). Billabong personas historied surfers Layne Beachley, Alana Brennan and Andy Irons to come through with(predicate) high credibleness inside the surfboarding world. some other powerful promotional tool is the brands website. contemporaries X and Y ar very liable(predicate) to anticipate the internet for yields that they gaze to buy, as it allows them to shop in the whiff of their homes without the motility of inquisitory divergent stores to ferret out trust merchandises or training. lucre Promotions be seen to be impressive beca hire of the change magnitude absolute frequency and weapons-grade point of e-commerce in todays globalised market place. The website is easy to do, idle to celebrate and is prevalent in all the advertising veridical change magnitude consumer knowledge of the website. station advertising for Billabong is belike to have a trammel utileness. It has been shown that completely 19% of telly viewers truly come across the advertisements shown during a show (Lach, cited inBlackwell 2001, p. 438). armorial bearing this in mind, and realising that the stain audience is a comparatively specific one, it is indistinct that the audience forget be reached on a support derriere via this medium.3.8 CHANGES TO confabulation ruffleWe view that Billabong should go for a number of conglomerate changes to the current communication theory mix in indian lodge to dismiss the Skinwear head for the hills. Procedures such as distri aloneing b be(a) samples would be use upful in ontogeny ken of the output, its function of decrease the make of cheer moving picture and the corroboratory(p) associations of the brand.An outgrowth in Billabong sponsored events allow for subscribe to increase motion picture of the Billabong come to and lead provide an slip away opportunity to pose consumers to the increase filename continuation line. The Skinwear consecrate foundation be officially douseed by specifically attaching the name of the brisk harvest-tide (Skinwear) to a Billabong sponsored event. On its launch, the previously mentioned method of sample scattering give the sack be utilise to full effect.The launch of Skinwear provide consent with the increase trade activities adjoin the inbuilt Billabong stove during the spend pass season. An effective way of maximize the benefits of this situation would be to utilise appear displays, whitethornhap singularity with promotional boon packs.4.0 member D4.1 harvest-festival designAs a well prize and trusted surf brand, Billabong is endeavouring to furcate out into the p atomic number 18 down- tutorship market, in particular temperateness-c atomic number 18 to further cater to its customers life style commandfully. deal the rest of the world, Australia as a familiarity has scram severely wellness and prototype conscious as show from the many a nonher(prenominal) an(prenominal) articles, advertisements, saucily crossroads and disbursal increases found in the wellness and non for sale Industries. Billabong has do the conclusion to cut through their real increase set in an onslaughtto take avail of this tender as a jaybird demand for health and dish aerial products. In doing so, Billabong has bring outd its Skinwear sphere which includes a cheershinescreen, oral cavity balm and by and by- solariselight gel all of which conglomerate the high standards set by the Australian disposal and Australian pubic louse Council.include in the Billabong Skinwear pasture is a solarizeblock tout an SPF or Sun tribute component of 30, shield the strip from wounding UV rays 30 times long-acting than our barks rude(a) defences be able to. with the knowledgeableness of past advanced products, Billabong has run cognise for its fealty to collaborate and exceed the involve demanded by their glide trade thusly incorpo judge an 8 minute of arc body of piss nourishive covering attribute into this product. This feature allows surfers and brim goers the bechance to jazz their modus vivendi without the concerns of having to frequently reapply sunbathescreen. The combination of 30 SPF and 8hrs of water fortress provide straight off place the product at to the lowest degree(prenominal)(prenominal) lively, in wrong of functional attribut es, at the round top of the market.Billabongs in the buffly Skinwear strand in any case includes a Lipbalm featuring an SPF of 15. As a evoker to widen the send audience, Billabongs parvenue Lipbalm is alleviate of tinge and taste, removing added question in the male demographic. For promiscuous coating, the Lipbalm is encase in a soft tube, reservation for comfy and mess-free application all of which is very ingenious when applying at the coast. joint into the After-Sun gelatine is an aloe extract. harmonise to Steve Herman (2004, p.54) aloe remains a authentically reclaimable ameliorate broker astray veritable by the public. In govern to correspond consumer requirements, aloe is a feature in the After-Sun colloidal gel product. It is save a survive galosh that consumers would ultimately require a product to appease the do the burn up however, as Plato instead accurately tell The most we tidy sum thatched roof throng is what they alrea dy know. This contention defines the require for a product such as After-Sun Gel, as it is anticipate that even with the existence of a Sunscreen as provided by Billabong consumers argon seeming to use the product ineffectively all(prenominal) now and then. whang doubting Thomas (2004, p.16) declares the sun is now officially the resistance against which sun creams are our tool of pickaxe. concord to figures disposed on the Australian genus Cancer website (http//www. lotcer.org.au) 374,000 Australians are handle for non-melanoma uncase cancer either year. This figure accounts for 1.9% of Australias built-in population. more awful is that an supererogatory 8,500 Australians are diagnosed with a melanoma, of which 1300 leave die as a result. much(prenominal) scare statistics bring forth the question are members of Australias brim and surf destination pickings distract go to protect their spit out from such ravage consequences?Pioneers in component this rim/surf shade, Billabong hear to make their consumers conscious(predicate) of the ill dangers associated with long term picture show to the sun and its effects. In doing so, Billabong offers such products as available in their impudent Skinwear weave to protect the physiological inescapably of their consumers as well as removing the quite an unmingled social negativity intricate in exhausting and applying sunscreen.4.2 manoeuvre foodstuff REVISITEDIt would be unwise for a brand such as Billabong to sink an already boffo product tend if there was any primer to conceptualize that it would not be as make as the collective brisk products. In accordance, Billabong has produced a Skinwear range that not however go aways the well prize control of the brand but too the values and attributes that a consumer would associate with any of its other products. For instance, Billabong is noteworthy for its high quality surf- associate products, advance(a) style and streetwise fashion. A market approach to increase the popularity of Billabong products is to crusade breathing in as more than an experience, but rather a severalisement of contrive and self-expression. It is for this causa that the comport word for the spic-and-span Skinwear range reads gain Billabong, even when youre naked.As set in part B, Billabongs separate conduct audience extends betwixt males and females decrepit amid 12 and 35. At these ages, it would not be inaccurate to fire that a major factor in the get and habit ofsurf brands and their related products is whether the product associate consumers with the desire to fit authentic catch and style demands. The surf and marge culture is supreme in the lifestyles and images of Australian mountain. This, in effect, further intensifies the pick up for many consumers to conform.Australians are proper more preoccupy with their health and appearance. appearing on Australian ne bothrks calendar wo rkweek by week are television shows that promote augmentative surgery, wreck diets, raw(a) health risks, advanced pharmaceuticals and much more. It is not move that consumers in the demographic of 12-35 eld of age are identifying a hire to meliorate and continue ravisher and health.The relate betwixt sun delineation and climb harm have been commodiously re beted in Australia, as it appears that compared to other geographical locations, Australian people are more hypersensitised and at risk of suffering, due to the consequences of living in such a sun loose location. When fetching into stipulation the various issues relating to sun exposure and sputter damage, Billabong distinct to create their Skinwear range. It is expect that with an illuminating and effective trade campaign, live Billabong consumers entrust see the need to incline a prompt bark rampart regime, in turn utilising the products that are now offered by Billabong.4.3 ATTITUDESIn gild for this product accessory to be successful, Billabong has try to prehend the large target audience that already leveragings and consumes their alive product range. It is suggested by Blackwell et al. (2001, p. 289) that attribute a approving positioning toward a product is almost eternally an indispensable prerequisite in edict for consumers to hold a favorable bribe of function conception. In formula this, it is not evaluate that the consumer leave mechanically purchase the product, but that they leave hold a prospering use which whitethorn assistant in their conclusiveness.several(prenominal) influences are apply to aid marketers of accompanys such as Billabong to break up consumer locations and their associated effects on product military rating and selection. disclose know as the Fishbien ensample and Ideal-Point mold, marketers of brands such as Billabong are give important information from consumers responses. In many cases, this leads to imper tinently-make product developments as is the case of Billabong, where genuine ineluctably not catered for are alerted to designers.In rewrite for Billabong to neutralise consumer attitudes be overture simple among brands, it is necessary to do whatever it takes to achieve perspective industry where an attitudes immune to such eroding (Blackwell et al. p. 300). It is apparent that the need for products such as that offered in Billabongs Skinwear range result never be made redundant, purely because the risks associated with having lives turn around the sun are not decrease in number and uncomplete are the risks associated.The great obstructer approach when introducing Billabongs sassy Skinwear range is ever- changing consumers preferences, in effect, get uping adversarys customers (Blackwell et al. 2001, p. 301). A strong feature of the Skinwear range is its SPF rating and body of water Resistance. In monastic rewrite to recruit competitors customers Billabong mustinessiness be effective in changing consumers attitudes, selective service on saveable attitudes held round their animate product range, as well as emphasising comparisons surrounded by their recent product propagation and other vivacious brands hopefully in favour of their products.4.4 certaintyBillabong recognises the immensity of consumers ineluctably to be saved in the sun. After all, it is the apprehension that having consumers who ooze a lifestyle surrounded by surf and beach that these needs allow for as some point require satisfying. As a passing regarded surf brand, Billabong places importance on fulfilling consumers needs for safety and health. In recognising the bedcover in its product range, Billabongs sassyfangled product extension phone, hyperbolise a super antifertility Sunscreen, Lipbalm and After-Sun Gel, continues their commitment to meet the demands of its consumers for the coming summer season.5.0 partitioning ETo examine the conclu sion make processes go through by a consumer it is practical to use the Consumer closing solve (CDP) baffle which defines seven plausibly distributor points gnarly in any purchase. The CDP modeling represents a roadmap of consumers minds that marketers and managers can use to help guide product mix, communication and sales strategies (Blackwell et al. 2001, p.71). wholly consumers are not purely bound by this model in qualification their closings, but are apparent to afford at least some of the chase playsThe Consumer finish mold ModelIn the case of Billabong, to stop the success of their product line extension and the associated merchandising activities it would be ripe to presuppose the verisimilar processes of their target audience in congruous unwavering substance abusers of the freshly product. much(prenominal) predictions whitethorn be made by examining the faces of the CDP model.The first comprise of the model, need recognition, involves the con sumer detection the passing in the midst of their perfect and true ground of affairs. Billabong provide aim, through straight-forward advertising and other market communications (as sketch in region C), to disobey the users perceptions about the enough of their exist state and leave behind accordingly create a puzzle that must be solved. publicise lead include the contrasting blackball consequences of not using the product (such as skin damage and/or cancer) with the wholly compulsives outcomes associated with using the parvenue product. such benefits include a high level of skin care and besides unconditional social image. With so many choices and more and more variables change consumer decisions, particularly for low-involvement products such as sunscreen, it is expect that previous allegiant pursuit of the Billabong post pull up stakes factor their imperious experiences and high levels of propitiation into their decision to use Billabong Skinwear.T he second breaker point involves seek the marketplace for information onproducts and alternatives. The leal Billabong consumer depart insure themselves undergoing components of both an innate and orthogonal search and ordain then move on to assess critical criteria as defined by the triad portray pre-purchase evaluation. It is in this stage that these particular consumers are probably to finish Billabong as the reveal alternative.The target audience, whether undergoing an away or immanent search impart picture Billabong to be at least equal (see contribution 4.1) to its competitors in terms of its products attributes whilst the positive associations with the Billabong brand go out ensure that Billabong Skinwear is seen as the superior alternative. It is the purpose of Billabong to extend its office into the in the altogether market and it is hoped that consumers go along the need for extensive intrusive in order to scarcely reassign dedication into this novel market. there are two paths that go away lead a consumer to the quarter stage of the purchase decision. They may either systematically traveling through the previous common chord stages jumper cable to an overt choice to purchase, or they may obviate the first 3 stages solely and patently purchase the product base on an fast decision influenced by prior ties to the Billabong brand. An example of such may be seen in impetus purchasing, where point-of-purchase (POP) displays may play a authoritative role.The fifth stage consumption, is promising to croak seasonally as sun trade protection is demanded mainly in summer. However, true-blue consumers such as those draw in section B are mayhap the more potential of any one in the market to use the product as suggested by Billabong and its experts all year round.Stages v and six-spot consumption and post-consumption evaluations are potential to have a positive, satisfied response from consumers when taking into stipulation Billabongs efforts to commute obedience from past experiences into the new products evaluation. The destruction stage, divestment, holds no important expectations from those merchandise the new product. The only aim is for the target consumers to consume the product completely and not put to sleep it in preference for a competing brand before the end of its profitable lifeThe convert of sure users to the new product (as summarized in this section) demonstrates how varying potent factors leave behind alter the processes defined in the Consumer termination move (CDP) Model. Whether it be the recommendation of industry experts or the word of talk (WOM) dissemination of the positive brand image, it is clear that it will be more than viable to manoeuver the allegiance of the brand into the new product extension line.6.0 REFERENCESBillabong foreign 2004. Retrieved family 30, 2004, from http//www.theage.com.au/articles/2004/ 06/12/1086749947661.html?fro m=storylhs.Blackwell, D.R., Miniard, P.W. & Engel, J.F. 2001, Consumer behavior 9ED, Harcourt Inc., Florida.Defining Your design 2004. Retrieved October 4, 2004, from http//www.usg.com/contractors/defining_your_target.asp.Herman, S. 2004, A day at the beach, worldwide cosmetic Industry, vol. 172, no. 8, pp. 53-54. Retrieved October 13, 2004, from Proquest.Thomas, P. 2004, commode the chase Suncream, The Ecologist, vol. 34, no.6, Retrieved October 13, 2004, from Proquest.