Factors Influencing on the Mothers’ Brand Choice in Baby Milk Formula: A Study in Vavuniya District, Sri Lanka

Marketers are very much interested in knowing about the preferences from the existing as well as prospective customers for any product or service. Knowing mothers’ brand choice is essential for creating strategies for baby items, especially about their choice on Milk Food Formula, in the market. Using Grounded Theory approach, this study explores how the marketers can gain fresh insights into mothers’ behavior of baby milk products in the day-to-day market.  By using this methodology, researcher plans to analyze the data from 40 in-depth interviews with a mother who has infants in the research area. This approach allows the development of new knowledge about the mothers’ purchase behavior on milk powder brands. The findings of the study might show that mothers are seeking for a better benefit, such as convenience, nutritional content, organic, economical, availability, varied fat content, recommendation(s) from their family doctors and relatives, etc. which are match with their living patterns, cultural norms, as well as their care on infants. Especially they are more concern on brand benefits, which match the needs of the society. This research might help to give an implication to design a unique strategy to the marketers to attract more and more mothers to purchase particular brand in the selected area as well as country at large. Keywords: Infant, Baby Milk Formula, Mothers Brand Choice Marketers, In-depth-interviews

Relationship and the Expression of the Relationship in Sool Novel

Early man lived in the wild society by hunting as animals along with animals. The loss for them in that society is more. Wanting to make up for the loss, the primordial man began to live together in groups to save themselves from danger. This structure is a continuation of the way of life is called ethnic society.  Such a way of life is fundamental to the structural origin of the family. It is relationships that keep society alive. The value of relationships that live in harmony is unique. The relationship that results from the noble expression of love is that people are living in harmony with nature by establishing a relationship between themselves and with all the living beings they see as animals, birds, nature and God who are close to them. In every society, though people live in large numbers, they have formed bonds among themselves on the basis of social structures such as caste, religion, race, language, etc., and are divided into groups. The village is the foremost in connecting the individual to relationships. Such group life is called the region. In this, individual guidelines and social guidelines modulate human life. The purpose of this study is to bring out the importance of the relationship of the agricultural people of karisal through the novel by presenting the purpose of studying the fact that when the lives of people living in the region are viewed in terms of the value of "human relationship with nature", their lives are in union with nature

The Word ‘Pride’ in Bharatiyar’s Poetry

Bharatiyar has recorded the glories of the Tamil language and its merits in his poems. Through his poems we come to know that how clearly, he has used a single word in many ways. Bharatiyar is proficient not only in Tamil but also well familiar in idioms of English and Sanskrit. He is a multilingual scholar and has created many literary books in these languages. Thus, the word ‘Pride’ in the poems of Bharathiyar, is used in many ways with different meanings. The word ‘pride’ is compared with the same word which was used by Tholkappiyar in his text Tolkapiyam. The purpose of this article is to take the word ‘Pride’ mentioned in Tolkappiyam and examine the different types of meanings that the word conveys in Bharatiyar's poetry

The Ashram Life Duties in Margandeya Padalam

This article discusses about the life duties of a human being through Margandeya padalam from Kandhapuranam. In the everyday life People sets goals to achieve or complete their duties and growing themselves day by day. They create their own daily plans and moving on to the next part of their lives. Our ancestors classified this life into Ashram parts and also emphasized to live in those ways. They also named it as the duties of a human being. The purpose of this article is to make people to know about these life duties and make them to follow it in their lives

Cultural Records on Shiva Parvati’s Marriage through Kandhapuranam

Culture is a reflection of society’s history. Culture cannot be narrowed down to specific boundaries. The literature of the people is very helpful to know the culture of the people. Thus, the Kandhapuranam composed by KachiyappaSivachariyar is a storehouse of Culture. Kachiyappar has told not only mythological stories but also the culture of the Tamils of his time. Kachiyappar describes the marriage of Shiva and Parvathi in great detail. KachiyappaSivachariyar explains the marriage rituals of the Andhanars in the marriage of Shiva and Parvathi. Based on his notes, this article examines the marriage ceremony of the Andhanars of medieval time

A STUDY OF CHLOROPHYLLIN OF MEDICINAL PLANTS, ITS CHEMICAL CHARACTERIZATION AND ANTI–PROLIFERATIVE ACTIVITY WITH SPECIAL REFERENCE TO SOLANUM TRILOBATUM L. ON LIVER CELL LINE

Objective: Plants are the richest source of bioactive compounds and they have been used as medicine also. Chlorophyllin (CHL) is water-soluble derivative of chlorophyll (chl) in which magnesium has been replaced with copper and the phytol chains lost. Chlorophyllin has been used by human population for over 50 y for medicinal purposes with no adverse effects. Chlorophyllin is a promising chemo preventive agent to block cancer primarily by inhibiting carcinogen such as AFB1. The objective was to extract the bioactive pigment chlorophyllin from medicinal plants and to study its anticarcinogenic property on liver cell lines.Methods: In the present study the bioactive pigment, chlorophyllin was extracted and estimated from six medicinal plant leaves and characterized by IR and NMR. Further, based on the high chlorophyllin content (12.21µg/ml), Solanum trilobatum L. was selected for the study of anticarcinogenic property against two types of cell lines: HepG2 cell lines (Human Hepatocellular Carcinoma) and Vero cell lines (African Green Monkey kidney).Results: It was found that the inhibitory effect of chlorophyllin was found on cancer cell lines (IC50 value at 48H was 62.5μg/ml) and absent on Vero cell lines. Standard chlorophyllin was used as control for all the studies.Conclusion: This is the first report on the effect of natural chlorophyllin from the leaves of Solanum trilobatum L. on HepG2 cell lines. The in vitro data suggests that the consumption of the leaves of Solanum trilobatum L. or as chlorophyllin may impart anticancer effects.Â

PRELIMINARY SCREENING OF PHYTOCHEMICAL CONSTITUENTS, ANTIOXIDANT, AND ANTI-BACTERIAL ACTIVITIES IN THE METHANOLIC LEAF EXTRACT OF MELIOSMA SIMPLICIFOLIA (L.)

Objective: In the present study is investigated of phytochemicals and antioxidant activities of the leaf extracts from Meliosma simplicifolia (L.). Methods: The seaweed sample was subjected to extraction with solvents of different polarities (hot water, methanol, acetone, chloroform, and petroleum ether) and screened for phytochemicals according to standard methods. The ability of the plant extract to act as hydrogen/electrons donor or scavenger of radicals was determined by in vitro antioxidant assays using 2,2-diphenyl-2-picryl-hydrazyl free radical (DPPH) scavenging, reducing power assay, and superoxide radical (O2•) scavenging activity. The ICPMS and GC-MS analysis of the methanol leaf extract of M. simplicifolia was revealed the presence of antibacterial. Results: Phytochemical analysis revealed the presence of Preliminary metabolites Quantitative studies of estimated phenol, flavonoid and tannin, as for the methanol extract of stem showed the highest content of phenolic compounds (40.71±0.94 GAE mg/100). Antioxidant activities were concluded the estimation M. simplicifolia leaf for as followed the studies. In leaf the highest DPPH scavenging activity (132.3 μg/ml), ICP-MS analysis of the leaf extract showed the presence minerals such as Mg, Fe, Cu, Na, and Zn in excess. The leaf extract of the plant was also tested for its antibacterial activity and results confirmed that it has potential activity. Conclusion: The preliminary studies in the methanol extract of the leaf of M. simplicifolia are suggestive of the antibacterial potentials of the methanol extract of leaves of M. simplicifolia

Sol-Gel Derived Single Layer Zeolite-MgF2 Composite Antireflective Coatings with Improved Mechanical Properties on Polycarbonate

Single layer antireflective coatings with good optical and mechanical properties are difficult to be obtained on temperature sensitive substrates like plastics. This challenge has been taken up in the present study. Single layer MgF2 and for the first time, zeolite 4Å… and zeolite 4Å… - MgF2 composite antireflective coatings were generated by a wet chemical route on flat polycarbonate sheets and characterized for their reflectance, surface roughness, thickness, porosity, surface morphology and scratch hardness by haze measurement. Autoclaving and boiling water treatment under microwave irradiation were used in case of MgF2 sols and zeolite/zeolite-MgF2 coatings respectively. Pure MgF2 coatings deposited after autoclaving of the MgF2 sol yielded a low refractive index of 1.28 and an average reflectance of 1.9% vis-Å -vis 9.7% reflectance for an uncoated polycarbonate substrate over the wavelength range of 400-1100 nm. Single layer zeolite coatings after a brief treatment in boiling water under microwave irradiation yielded a reflectance of 5.1%. A composite zeolite-MgF2 coating exhibited a reflectance of 2.8% and the percentage change in haze after crockmeter testing in case of the composite coating was lower than that of a pure MgF2 coating. This implied that the composite layer had improved mechanical properties combined with good optical properties and could be suitable for practical applications

A Review on Human Gait Detection

The human gait is the identification of human locomotive based on limbs position or action The tracking of human gait can help in various applications like normal and abnormal gait fall detection gender detection age detection biometrics and in some terrorist and criminal activity detection The present work carried out is a review of various methodologies employed in human gait detection The analysis describes that the different feature extraction and machine learning techniques to be adopted for the identification of human gait based on the purpose of the applicatio

An Adaptive Feature Centric XG Boost Ensemble Classifier Model for Improved Malware Detection and Classification

Machine learning (ML) is often used to solve the problem of malware detection and classification and various machine learning approaches are adapted to the problem of malware classification; still  acquiring poor performance by the way of feature selection, and classification. To manage the issue, an efficient Adaptive Feature Centric XG Boost Ensemble Learner Classifier “AFC-XG Boost” novel algorithm is presented in this paper. The proposed model has been designed to handle varying data sets of malware detection obtained from Kaggle data set. The model turns the process of XG Boost classifier in several stages to optimize the performance. At preprocessing stage, the data set given has been noise removed, normalized and tamper removed using Feature Base Optimizer “FBO” algorithm. The FBO would normalize the data points as well as performs noise removal according to the feature values and their base information. Similarly, the performance of standard XG Boost has been optimized by adapting Feature selection using Class Based Principle Component Analysis “CBPCA” algorithm, which performs feature selection according to the fitness of any feature for different classes. Based on the selected features, the method generates regression tree for each feature considered. Based on the generated trees, the method performs classification by computing Tree Level Ensemble Similarity “TLES” and Class Level Ensemble Similarity “CLES”. Using both method computes the value of Class Match Similarity “CMS” based on which the malware has been classified. The proposed approach achieves 97% accuracy in malware detection and classification with the less time complexity of 34 seconds for 75000 sample