Evaluate psychographic segmentation as a basis for effective marketing in the UK car industry Essays

Evaluate psychographic segmentation as a basis for effective marketing in the UK car industry Essays Evaluate psychographic segmentation as a basis for effective marketing in the UK car industry Paper Evaluate psychographic segmentation as a basis for effective marketing in the UK car industry Paper Essay Topic: Marketing Analyzing the market involves determining how strong the market is and in what ways it is changing. Segmentation involves breaking apart a large market into smaller groups which share certain characteristics and behaviours. The third stage is selecting target market(s) and matching the 4Ps of the marketing mix (price, product, place and promotion) to the need of the selected segment(s) and, finally, positioning the product being market, whether it is a car, food, or clothing, in the minds of the consumers. If the above marketing process is carried out successfully, then we have effective marketing. This essay will focus on the second stage of the marketing process, segmentation. The essay will begin to discuss the importance of market segmentation and the bases used to segment target markets. Overall, the essay will evaluate Psychgraphic Segmentation as a basis for effective marketing in the UK car industry and the benefits and the limitations of psychographics will be viewed. In addition, use of other segmentation techniques will also be discussed to show where they are predominantly used or where they are used in conjunction with psychographics. Main body For marketing to be effective, a competitive advantage must be gained. This is accomplished through successful segmentation in order to enable markets to have a variety of product needs and preferences and to allow customer needs to be better defined. Psychographic segmentation is one type of segmentation technique which we will concentrate on. This type of segmentation divides the market into different groups based on social class, lifestyle and personality. This way of segmenting is an interesting way since it gets into how people think in terms of the activities, interests and opinions (AIO) of the people. Thus, by knowing the psychographics of ones customers enables industries to create the correct advertising message. The following table shows some examples of AIO of the people. Psychographics are used in practice in the marketing of cars. One of the variables of psychographics mentioned above which marketers look at is social class. Cars for upper social classes and for lower social classes will be different. It is more likely for example for BMWs to be targeted at lawyers rather than electricians. The Phaeton is the new Volkswagen luxury car which is being targeted at wealthy buyers. This type of car for example along with other such as Audi, Bentley, Bugatti and Lamborghini would only be targeted at those with a high paying job. Jaguar cars are examples of cars which are targeted by Ford at rich gay markets. This type of market is attracted to Jaguars since they have no children and their income is highly disposable. Luxury cars such as those mentioned would not attract non wealthy consumers. Buyers who cannot afford to spend money on cars would simply want any car to get them from one place to another and they wouldnt care about the style of the car. Ford caters for different social stratas. For example its Ka model may appeal most to the younger generation who dont have any family commit to. The Fiesta is aimed at first time drivers who are looking for a cheap car. The Galaxy model is ideal for families as its a people carrier car. Large families will obviously not go and buy a Ka or Fiesta they would buy a larger car such as the Galaxy. The 1. 7 TD Vauxhall Astras are practical family cars so they too would be aimed at consumers with families. The Astra 1. 7 TD is a fast car and can go along way without having to stop for fuel still making it an ideal family car for long drive trips and vacations. As can be seen, markets can be segmented so as to target products according to what the consumers opinion, interests and activities are. A further example of a car targeted at consumer interests is the Ford Puma. This sporty stylish car attracts and satisfies consumers who are into sport. Other segmentation techniques which are used in marketing include geographic demographic and behavioural segmentation. Geographic segmentation divides the market into different geographic units such as nations, countries, regions, cities, demographic into groups based on age, gender and income and behavioural based on occasions, benefit sought, user status, user rate and loyalty status. Demographic segmentation is used by car industries to target consumers. For example, luxury cars such as BMWs and Feraris will be targeted at those people who earn a high income. Also, different cars are targeted at different genders. For example, the Minis are more likely to be targeted at females rather then at males since it is a more feminine car. The stage in peoples life cycle affects marketing. More expensive cars could be targeted at newly married couples since they are more likely to spend money on cars. Occupation is another variable of demographics. People will tend to but cars suitable for their occupation. Geographic segmentation is also used for segmenting the car industry. A four wheel drive car for example is more likely to appeal to and attract consumers living in the country or near the mountains. Both geographic and demographic variables are relatively easy to measure and to get access to however they are not very successful. Why? Well lets take an example. Latino people are all different, listen to different music, eat at different restaurants, and drive different cars. An Asian male who lives in Los Angeles, will probably not like 80% of the same things as another Asian male in Los Angeles but might be an 85% match with a woman who lives in Britain. Relating this to cars, one of the men might like Honda cars like the woman in Britain however the other man might not. The example just described shows that demographics are poor indications of buying habits since they dont show what motivates the customers to purchase the product. Behavioural variables also lack showing what motivates people. They are observable however difficult to like to individuals. Due to the limitations of behavioral variables and demographics, companies have turned more to and are starting to analyze psychographics more. Psychographics allow us to more clearly understand consumers lifestyles and characteristics and give us more complete pictures of individuals thus making it easier to understand how to market products to them. Consumers behave unpredictably. Heath (1996) says that consumers demonstrate loyalties to brands (or not), blindly follow trends (or not), and buy according to their convictions and aspirations (or not). Individuals are innovators in some product categories, but not in others. What they say they do and what they really do are seldom the same (Heath, 1996). She also states that Psychographics help to clarify the behaviours which consumers exhibit. Another benefit to psychographics is that they minimize risks (Weinstein, 1994). Porsche is an example which uses psychographics. Using Demographics, Porshe targeted a homogenous group of male college graduates earning over i 100,000 per year and sold cars costing between i 20 and i 41 thousand to them however it turned out that the wrong people were being marketed. Porshe turned to using psychographics and segmented its market into groups according to the consumers characteristics as shown below: Top Guns: Driven, ambitious. Power and control matter. Want to be noticed. Elitists: Old money. A car is just a car, no matter how expensive. Proud: Ownership an end in itself earned by hard work, no need to be noticed. Bon Vivants: Worldly jet setters and thrill seekers. Car heightens the excitement in their already passionate lives Fantasists: Their car is an escape, uninterested in impressing others, may feel a little guilty about owning a Porsche. Taylor, 1995). By targeting the above different segments, Porshes sales increased. The new 911 Turbo is both fast and exciting and would target consumers who care about their ego. These consumers would probably go for colourful cars in order to attract attention. Apart from the benefits which psychographics possess, there are a number of limitations. Psychographics are not easy to measure and are not normally available from other resources. Researching for psychographics is often confusing and complex and according to Weinstein (1994), it can be very costly. Critics also claim that the categories psychographic research places consumers in overlaps so much that it does not differentiate among consumers1. Gunter (1992) also states that psychographic research can be lengthy and narrow, or unable to be projected onto an entire population. Despite these limitations, psychographics have been used as mentioned above in the examples. What has been found to be an even greater success for understanding consumer behaviour and achieving effective marketing is using psychographics in conjunction with demographics. Income, a demographic variable, plays a very important role in marketing segmentation since it has a great effect on and can change peoples lifestyles. The more money a consumer has the more luxurious his car would be. Gender and sex are two further demographic variables which are used in conjunction with psychographics. The Alpha Spider car used both demographics and psychographics to segment and target consumers. This car attracts buyers who like fast sporty and stylish cars which they can show off and impress others since it posses those features. At the same time, the Alpha Spider would target people with high incomes since only they would be able to afford such a car. This car is also more likely to target men rather than women. Women are more likely to go for more practical cars and features such as the speed of a car wouldnt matter so much to them however, this is not always true. There are some women out there who do like such cars. This last example shows that psychographics and demographics work effectively when used in conjunction with one another.

Billy Elliot Movie Review Film Studies Essay

Billy Elliot Movie Review Film Studies Essay Billy Elliot was on set during the UK miners strike in 1984- 1985. At that point of time, most families like Billy s believed that guys who danced are gays and that dancing are only meant for girls. However, guys made a history on stage instead of women. There is a stereotype view whereby a male dancer is gay, but in the movie, the character that plays the gay role, is not a dancer and that the one who is not gay became a dancer. This relates to the history of dance where male dancers were the ones who ruled the stage before the female dancers and that they were not gay where as those who were gay were not dancers. In the movie, Billy s friend Michael Caffery was the gay as he slowly developed feelings for Billy. However, Michael is not a dancer and dance was not an interest for him. He only supported Billy and encouraged Billy to pursue his dreams. Despite having men who danced in history, many later believed that guys are gays if they danced as ladies changed history when they dom inated the stage later on. In the movie, it was on set during the UK miners strike, this was a time when the peasants weren t doing very well financially. this could be seen in the village where the people lived. Billy s family lived in a house where there isn t room of every single person in the house, like Billy had to share a room with his brother Tony. This could be compared to the more well to do families in the different part of the village at Stepharina Chan 2 that time, was Billy s ballet teacher Georgia Wilkinson who lived in a pleasant looking house and drove a car. Billy s ballet teacher, Georgia belief in Billy gave Billy the chance to train for an audition for the royal academy of dance. As compared to Billy, he wanted to join the academy and audition for it, however, money was a big issue to him and also the fact that Billy s father, Jamie Elliot and Billy s brother, Tony Elliot were miners who went on strike and only gave Billy money for boxing lessons, they did not e xpect Billy to start dancing. As the both men were always not home, Billy had to take care of his grandmother, Billy has a responsibility to consider, Despite Georgia s interest in having to support Billy for the ballet school. At that period of time, people did not support the arts but as time passes and things change, arts developed and now, more people even come governments supported the arts industry. It became easier for anyone to join the arts with a passion and interest of their own and not according to what makes their families happy. In the beginning of the show, Jamie Elliot was quite puzzled as to why Billy liked to dance where the dance classes only had girls and that the other boys were happy going for boxing classes. As men started the history of dancing, yet at this period of time, men dancing became an issue and a problem. As dance hit the romantic era, ladies dominated the stage and men were just like status on stage as their only purpose was to lift the ladies in p artner work. As time slowly passes and men were rarely seen on stage, people tend to forget the past and believe to what was seen right then and now. The image of men being a dancer on stage was a joke at that period of time when Billy wanted to

Principles of autonomy Essay Example | Topics and Well Written Essays - 250 words

Principles of autonomy - Essay Example In this regard, autonomy dos not license patients to make any detrimental decisions that would hurt them, the family or the society. The idea of autonomy is banked upon the fact that people have different views regarding their health, religion, and cultural issues. In this regard, the principle expects that autonomous decisions maximize the welfare of the patients. It is worth noting that patients are supported by family members and other people in the community. As a result, they expect positive health outcomes. It is unethical to betray the expectation of other people by making unwise decisions. Family members are a particularly concerned about the progress of their patient and hence it would be unfair to them, both emotionally and financially, to make decisions that harm their health. The harmful acts may also require additional treatment and care; a fact that would add on to the cost of healthcare and reduce the recovery time. Thus, patients must consider the impact of their autonomous decisions on others before taking

Iran and Iraeli Current Situation Research Paper

Iran and Iraeli Current Situation - Research Paper Example Iranian Nuclear Program - Historical Background Being launched in the 1970s under the Shah, the series of Iran’s ambitious nuclear projects heavily relied on the U.S. and European assistance – Iran had struck a deal with the West-German company, KWU, to build two 1Â  200 megawatt reactors and negotiated the construction of another two 900 megawatt reactors with the French ‘Framatome’ (Iran Watch, 2012). The goal set by the Shah had been for the country to produce over 20Â  000 megawatts of electricity from nuclear power stations within the next twenty years (Iran Watch, 2012). Following the revolution in 1979 and the war with Iraq that started in 1980, the nuclear energy program had been abandoned and the existing infrastructure – considerably damaged. However, since the late 1980s, Iran’s nuclear program had been revived and given a fresh impetus via the assistance from Russia and China (Iran Watch, 2012). ... Q. Khan (Iran Watch, 2012; Cronin, Kronstadt and Squassoni, 2005). Both actual progress and probable scope of Iran’s nuclear program became clear, to a degree or another, in 2003, when the International Atomic Energy Agency (IAEA) conducted a series of safeguards inspections, along with verification of Iran’s activities in the area of uranium enrichment, intended to set off implementation of the NPT Safeguards Agreement in the country (IAEA, 2003). Having found no evidence of activities related to development of nuclear weapons by then, the Agency emphasized the necessity of further inspections, enough time and Iran’s full cooperation, in order to be able to conclude that Iran’ nuclear program is exclusively for peaceful purposes (IAEA, 2003). In 2004, however, Iran was rebuked for failing to cooperate with IAEA’s inquiry and agreed to suspend most of its uranium enrichment activity under a deal with the EU; nevertheless, uranium conversion was resu med at Isfahan plant in 2005, and Iran was accused of violation of NPT (Aljazeera, 2012). From 2005 to 2009, there were a series of breaches in Iran’s promises and the agreements with IAEA concerning the uranium enrichment activities, accompanied by sweeping U.S sanctions against the country, Iran’s rocket-test launches, including such of a of a long-range missile capable of reaching Israel, and a UN Security Council resolution on Iran’s uranium enrichment program (Aljazeera, 2012). Following the new disclosure of an underground enrichment facility at Fordow, nearby Qom, and Iran’s rejection of the international demand for freezing the project, several important developments took place in 2009, including an IAEA report that suggested for the first time Iran might be chasing

Communication Over The Internet, And The Effects It Will Have On Our E

Communication Over The Internet, and The Effects It Will Have On Our Economy Thesis: Communication over the internet is growing at a rapid rate, this rate of growth may destroy the monopoly taking place with the major telecommunication giants. In this day and age we as a global community are growing at a super fast rate. Communication is a vital tool which aids us in breaking the distance barrier. Over the past decades there has been a monopoly in the telecommunications business, but now with the power of the internet, and super fast data transfer rates people can communicate across the globe and only pay local rates. Â · In essence the local phone companies almost promote this. - When you log on to the internet chances are that you are logging on through a local internet provider. You will use your computer modem to dial up and create and data link with your net provider. Where does the net provider get his super fast net connection from? He gets the connection from the local phone company. Â · How logging on the internet is almost like logging right onto the local telephone company. -It all boils down to, the local phone company approving the use of the internet for any means. Â · How phone companies are going to bring them selves down. -I feel that because of this phone companies will be the cause to their own downfall. Â · Methods of communication over the net -There are many ways of communicating over the net: Inter relay chat (text only) -Video/Audio: there are many ...

The Third Leg in the Strategy Tripod †Institutional Based View

THE THIRD LEG IN THE STRATEGY TRIPOD – Institutional Based View Introduction Strategy has come to play a significant role in international business (IB) in recent times. This is predicated on the fact of complexities associated with globalisation. The interplay of various factors of production in an environment could have been sufficient for MNEs in taking investment decisions. However, experience has shown otherwise. In this light, strategising in the international business arena has been dominated by industry and resource based views, somewhat ignoring the magnitude of institutional impact on investment decisions.EVALUATION OF ‘THE THIRD LEG IN THE STRATEGY â€Å"TRIPOD†Ã¢â‚¬â„¢ According to Peng et al (2008), citing Porter(1980) Barney (1991) the industry-based view is rooted in the assumption that the strategy employed by MNEs is determined by the conditions within the industry of focus. Also, the resource based view tends to narrow performance and internation al business strategy to resources in specific firms. The aggregated views are functions of research findings carried out in environments whose institutions are seemingly standardised and stable.Meanwhile these views have not been able to deal with the nagging questions posed by strategy as regards investment locations. Recent research directions have established remarkable differences in the institutional frameworks of emerging economies relative to developed economies. This is largely due to long history of cultural, legal and political platforms that organise their businesses. According to Peng et al (2008), the effect of these formal and informal institutions are quite remarkable in shaping strategies and performance even in developed economies.This may not have come to the front burner without recent research on the relationship between institutions and organisational strategies in emerging economies. Peng et al (2008) are of the view that earlier approach to international IB st rategy did not offer institutions appropriate place in the strategy discourse. In furtherance to this, Peng et al (2008) argue that the institutions should actually be recognised as the third leg in the strategy tripod. The other legs being resource based and industry based views.Let us explore the institutions and how they impact IB strategies. In understanding an institution, the renowned Economist Searle (2005 pp. 21) defines an institution as ‘any collectively accepted system of rules (procedures, practices) that enable us to create institutional facts’. It follows that the institutions set the rules for doing business in any environment. As such an MNE is only going to be successful where it understands, assimilates and applies the rules of the environment for competitive advantage.Peng et al’s (2008) argument on the institutional view of strategy focuses on legal, social and political aspects as these have been found to change quite significantly in emergin g economies upon both internal and external impacts. EFFECTIVENESS OF THE FOUR CASES OFFERED IN SUPPORTING THE CENTRAL ARGUMENT Peng et al (2008) posit that in transacting business in a developed economy, the supporting institutions operate albeit silently at the background. This is in contrast to the situation in emerging economies where the weight of institutions plays visible roles in consummating transactions.These visible roles have tendencies to alter the business equation in favour of MNEs who have taken proactive steps in influencing the institutional outcomes. Place this fact side by side the growing importance of emerging economies, it becomes imperative that institutional view of strategy becomes as important as the traditional views. Emerging economies like China and India are great examples where institutions’ actions and inactions play great roles in balancing the IB strategy tripod. Growing The Firm In ChinaPeng et al (2008) note that it is puzzling to see Chin a growing economically in the midst of underdeveloped institutional framework. This growth could not have taken place on the strength of the industry and resource based views alone. Peering deeply, Peng et al (2008) Wong (2012) recognise the cultural influences that abound in Chinese business climate which border on social and family networks otherwise referred to as guanxi. This may have phenomenally replaced the formal institution, as such affects the success of businesses within the environment.Peng et al (2008) suggest that in economic environments where institutions are week, norms and cognition take over as game changers. This highlights the import of institution based view in IB strategies. Competing In And Out Of India The meteoric rise of India in the area of IT and Business Process Outsourcing (BPO) was attributed to resource and industry based view of IB strategy (Peng et al 2008). These views are based on the opinion that cheap labour, excellent skills and virtuality are major factors responsible for their growth.Nonetheless, institutional considerations are found to be quite relevant in India’s context. Considerations in the areas of education subsidy to top Universities and various economic reforms including liberalisation by government institutions played crucial roles in making India a competitive environment for investments (Peng et al 2008). These institutional references can conveniently stand as the third tripod of the IB strategy. Antidumping As Entry Barriers Market-based variables as noted by Peng et al (2008) have been alleged as the basic entry barriers in IB.Meanwhile non market based institutional variables have been largely ignored in IB startegies.. Trade barriers have come to play important roles in IB strategies. Countries in protecting their local business players against foreign competition usually set up institutional policies aimed at stemming imports by foreign MNEs. These MNEs are alleged to compete unfavourably thro ugh the process of dumping. Davis (2009) citing the 1947 GATT agreement defines dumping as a situation where goods originating from a country are imported into another country at less than normal values.The use of anti-dumping laws by developed countries against MNEs from developing countries is a good example of how an institutional policy could be a tool of trade barrier in IB. Western countries have used this tool of protectionism against competition from Asia quite effectively. The issue here is that when market-based forces fail, antidumping laws could be deployed by local firms to ward off MNEs, thus firming the position of institutional based view as the third leg in the IB strategy tripod. Governing The Corporation In Emerging Economies Corporate governance is highly a determinant in firm performance in developed countries.This is due to the fact that the agency theory focuses on separation of ownership and control. These are exemplified by principal-manager conflicts (Peng et al 2008) quite unlike a lot of emerging economies where principal-principal conflict is the norm. The ability of an MNE to invest in such an environment would mean understanding the value and complexities of concentrated ownership and strategising accordingly. CONCLUSION It is evident from the work of Peng et al (2008) and other researchers that institution-based view has come to occupy the third leg of the IB strategy discourse.It is pertinent to note that the emergence of the institution based view does not in any way diminish the importance of the traditional based views in IB strategy. Instead it complements the traditional views, thus balancing the IB strategy in form of a tripod. It is my opinion that this tripod leverages on industry-based view, resource-based view and institutional-based view for balance. While Peng et al (2008) referenced most of their arguments on developing economies, the institutional effects are found to be applicable in developed countries as well. References Davis L. 2009) ‘Ten years of anti-dumping in the EU: economic and political targeting’. ECIPE Working Paper †¢ No. 02/2009 (Online) Available from: http://www. ecipe. org/media/publication_pdfs/ten-years-of-anti-dumping-in-the-eu-economic-and-political-targeting. pdf (Accessed September 26, 2012) Peng, M. W. , Wang, D. Y. L. & Jiang, Y. (2008) ‘An institution-based view of international business strategy: A focus on emerging economies’,Journal of International Business Studies,  39 (5), July/August, pp. 920–936. (Online) Available at: http://dx. doi. org. ezproxy. liv. ac. k/doi:10. 1057/palgrave. jibs. 8400377 (Accessed September 23) Searle J. (2005) ‘What is an institution? ’ Journal of Institutional Economics (2005), 1: 1, 1–22 (Online) Available from: http://www. laisumedu. org/DESIN_Ibarra/desin/pdf-seminario2006/seminario-2006-04d. pdf (Accessed September 24, 2012) Wong J. (2012) ‘The Guanxi Strategie s of Taiwanese Firms in China’s Economic Reforms’ The Journal of Global Business Management Volume 8 * Number 1 * February 2012. (Online) Available at: http://www. jgbm. org/page/15%20Jeng-Min%20Wong. pdf (Accessed September 24, 2012)

Paulo Freires Social Justice Idea - Free Essay Example

Sample details Pages: 3 Words: 1023 Downloads: 10 Date added: 2019/04/08 Category Society Essay Level High school Tags: Social Justice Essay Did you like this example? Introduction Paulo Freires idea of learning for social justice has influenced many academic disciplines and has remained an inspiration to many across the world. This Brazilian educator has been revolutionary in his ideas of education for justice and he has left a significant mark on thinking progressive practices in education. Paulo Freires Pedagogy of the Oppressed is one of the most quoted educational text worldwide, through which he was able to weave together educational practices and liberation. Don’t waste time! Our writers will create an original "Paulo Freires Social Justice Idea" essay for you Create order He explained the deep theory and practice of liberatory education around the globe and relates the education to broader social movements to fight for humanity and liberation. Purpose of education is mainly concerned with literacy so that these educated people can make their own arguments by weighing different perspectives. So, the literacy would help men and women to overcome their sense of powerlessness and thus develop agency. They can tranform their situation relating to any problem in life by thinking critically about reality and then taking action. Freires theory relates this to overcome oppression by appropriate education and thinking critically. This oppression can be any problem associated with social, political and economical context of a persons life. To become such kind of literate we have to make our education system to support such transformation. According to Freire, education system played a central role in maintaining oppression and it need to be reformed in order for things to change for thewho suffered. Teachers who wants to change the world need to engage students in doing same as its the co-participation of both teachers and students in justice struggle. Teachers must be open with their views, but never impose them on students and give the right to students to have their own ideas, but also must have mutual respect for each others ideas. Key components and strategies of learning for justice theory: these key components of learning for justice will provide the insight of the whole process to impove existing teaching policies and strategies in padagogy. 1.Banking education Banking education framewrok explains the existing framework for curriculum delivery, in which the students are the depositories and the teacher is the depositor where the teacher makes deposits which the students patiently receive, memorize, and repeat. In this type of educational system, students are listening objects, are not asked to think critically about the world in which they live. They are merely asked to swallow information. This banking education allows the oppressors (policy makers, curriculum designers) to maintain the system of oppression, which minimize students creative power and to stimulate their credulity to serve the interests of the oppressors in which students do not have the opportunity to question or critically evaluate the world in which they live and thus have no opportunity to change their lives for the better. Alternative to banking education which Freire proposed as is the liberating education or questioning education. Liberating education involves a proce ss of humanizing people who have been oppressed, which can be related to todays school system to empower students to question education. It also empowers them to question their lives and their position in society. They will become more fully human and would know how to fight dehumanization which involves the injustice, exploitation and oppression etc. 2. Culture Cycle Freire took the education out of traditional (four wall) classroom, where students and teacher together discuss themes that have significance within the context of students lives. These themes should be discovered through the cooperative research of educator and student. These themes are related to nature, culture, work, and relationships and can be discovered by making connections with students and knowing their background and interests. These themes are then represented in the form of visual representations then students decode these themes and they recognize them as situations in which they themselves are involved as subjects. This process will engage them in critical consiousness. For example Gutstein, enhanced the coursework with the project in which students investigated racism and using mathematics as a key analytical tool, which emphasis on relating these themes to official curriculum by finding connections. The themes like racism, discrimination, gender, sex, can be taught i n classroom settings. 3. Generative themes and codifications Generative (capacity to unfold further to generate many themes) theme should be interested to students, which evoke importance or concern to them, so that discussion can be generated. The themes should be represented in the form of codification (either represented by a word or short phrase or a visual representation a picture or photograph). These codifications would make students explore these themes critically by regarding them objectively rather than simply experiencing them. System of codifications has been very successful in promoting literacy among adult students, Freire always emphasized that it should not be approached mechanically, but rather as a process of creation and awakening of consciousnes with which they decode the aspects of situation by feeling themselves in the situation and be able to reflect critically upon its various aspects. The activism can be applied by using approach of codifications, in which students would deal with a problem by feeling themselves in th at situation. For example themes like Raising social consciousness: prejudices and employment, Quality of life: consciousness and participation, Housing: urbanization and values, Cohabitation and violence. These themes with concrete representations of ideas, hopes, outlooks and challenges arising out of human beings orientations to the world will provide a certain view of viewing the world to the students. This practice is suggested to replace traditional method where teacher choose the program content and students adapt to it. 4. Praxis Freires concept of praxis in education is related to action research: a process where a group works together through cycles of action, reflection and further action to improve a situation. Freirean praxis assumes that education is political, so the practice of education must be informed by praxis learning begins with action is then shaped by reflection, which gives rise to further action. In order to transform the world, reflection and action are inseparable, you cannot act without thinking and reflection without action will not change reality. Which is required to replace the existing policy of teacher talks and student listens.