Coca Cola And Its Activities Marketing Essay

Coca Cola And Its Activities Marketing Essay Abstract This report takes the reader through Coca-cola and its activities and how it has been able to maintain sales despite the economic recession. It examines how three aspects of consumer behaviour -motivation, attitude, the buying process have an effect on the sales of Coca-cola within the Europe market and thereby immune to the economic recession. Chapter one gives a background into Coca-colas history and operations both in the national and international market. It also presents an overview of the soft drink industry in Great Britain, concentrating on Coke as an industry leader. It further talks on the economic recession and its effect on Great Britain. Chapter two discusses three consumer behaviour aspects motivation, attitude and the buying process- on how it made the coca-cola industry immune to the economic recession in the Great Britain. The conclusion of this paper ends with a summary that discusses the whole paper and propose recommendations for the brand as a whole. CHAPTER ONE 1.0 Introduction A consumer is a person who spots a need or desire, and then looks for the best way to satisfy his or her need either by purchase or acquisition (Solomon et al, 2010). Consumer behaviour as defined by Solomon et al (2006) is the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs or desires. Customer retention is vital these days and organisations are looking for the best way to please and satisfy the interest of their consumers. According to Fill (2009), the understanding of the buyers behaviour makes marketing strategies and plan come out successful. The Coca-Cola Company is soft drink industry that has been able to build its brand loyalty with its consumers over its years of operation, despite the highly competitive market (Euromonitor, 2010). But this success would not have been realistic without understanding who the consumer is, what the consumer needs and how the consumer behaves. The Econo mic recession was a trying time for companies which led to the closures of some and loss for majority, the soft drink industry is not an exception and Coca- cola which falls under the soft drink industry will be analysed on how effective the management of their consumers was to in ensuring their survival in the recession. 1.1 A brief summary of The Coca- Cola operations The Coca-Cola Company (TCCC) is the largest manufacturer, distributor and marketer of non alcoholic beverage, concentrates and syrups in the world. Coca-cola has a portfolio of more than 3,300 beverages, from diet and regular sparkling beverages to still beverages such as 100 percent fruit juices and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages, which are now sold in more than 200 countries in the world. (Coca-cola, 2010). ) Coca- cola first got to Britain in the year 1900, after Charles Candler brought a jug of syrup along on a visit to England. Soon after, in the early 1920s, it went on sale at the London Coliseum and in Selfridges. Since then coca-cola Britain has come up with innovative soft drinks namely: Coca-cola; Diet Coke; Coca-cola zero; Sprite; Sprite zero; Fanta;Fanta Zero; 5 Alive; Schweppes; Schweppes zero; Powerade; Powerade zero; Kia ora; Kia ora(no added sugar); Dr. Pepper; Dr. Pepper zero; Lilt; Lilt Zero; Oasis; Oasis extra light; Glaceau vitamin water and Relentless. (Coca-cola, 2010) With about 4,650 employees, Coca-cola GB claims to have sold 228million cases in 2008. Pic. 1.1 The Coca-Cola Company Great Britain brands Available on this link- http://www.coca-cola.co.uk/brands/ 1.2 An overview of the soft drink industry in Great Britain Mintel (2010) stated that close to one-quarter of companies in the UK soft drinks market is growing at more than 10% per year. Some of the main players in the UK soft drink industry include Coca-cola, Pepsi cola UK, Tropical UK, Nestle UK etc to mention but a few. The British Soft Drinks Associations 2010 UK Soft Drinks Report found that the overall market grew by 1.7% in 2009, with total consumption reaching 14,140 million litres, at a retail value of  £13.224 billion (Mintel, 2010). The British Soft Drinks Assocaition (2010) stated that it was encouraging to see that the soft drinks market was holding up during the economic downturn. According to mintel (2010), for the second year running, Coca-cola topped interbrands best global brands table, placing it above its competitors in the soft drink industry. The coca-cola company has continued to focus on expanding its business through taking tactical places in niche soft drinks producers, by purchasing a stake in UK smoothie producer , Innocent Drinks (Euromonitor, 2010). 1.3 The recession in United Kingdom Recessions occur during the down or contraction phase of the business cycle. The term business cycle refers to the familiar ups and downs of economic activity. (Pearce and Michael 2006). Furthermore, Pearce and Micheal (2006) opined that recessions cause significant declines in resources available to the firm because customers spend less, lenders lend less, and competitive rivalry increases. Initially, the behaviour of consumers changes during recessions. They have less money to spend and cut back personal spending in response to the overall decline in economic activity. Industrial and business customers may become disloyal, demand renegotiated contract terms, and alter purchase patterns. Also by Pride and Ferrell (1995), recession is a stage in the business cycle during which unemployment rises and total buying power declines, stifling both consumers and business peopless propensity to spend. The UK economy was growing faster than the average for the Euro zone throughout most of this decade. However, an abrupt slowdown began in 2008 and the economy entered a recession in the third quarter. According to Euromonitor (2010), real GDP fell by 4.9% in 2009, making this the UKs longest post-war recession. The UK has been harder hit than many countries because of its large financial sector. The fiscal position has deteriorated over the past several years. The deficit was pushed even higher as a result of the bailout of large banks. The number of unemployed also rose by 50% during the recession with 800,000 jobs being lost (Euromonitor, 2010). The recession led to business closures, job losses and a lack of employment opportunities in the UK (Athey, 2009). This first global recession in the new era of globalization, started in the US, spread to Europe, and eventually became global; its the worst economic crisis since the great depression. (Stiglitz, 2009). 1.4 The Coca-Cola Company and the recession TCCCs gross profit margin decreased to 64.2 percent in 2009 from 64.4 percent in 2008, primarily due to foreign currency fluctuations, unfavourable geographic mix as a result of growth in their emerging and developing markets, and current focus to drive greater affordability initiatives across many key markets, unfavourable channel and product mix in certain key markets, and the sale of certain bottling operations in 2008 (Coca-cola, 2010). Even though there was a slight decrease (0.2%) in their profit margin compared to the previous year, TCCC arguably performed well despite the economic downturn. Coca-cola unit case volume is one of the measures of the underlying strength of the Coca-Cola system because it measures trends at the consumer level. In Europe, the sales volume of year ended 2009 versus year ended 2008 shows that the unit case volume in Europe decreased 1 percent, primarily attributable to the ongoing difficult macroeconomic conditions throughout most of Europe. These difficult macroeconomic conditions impacted a number of key markets and contributed to unit case volume declines of 8 percent in South and Eastern Europe, 4 percent in Iberia and 2 percent in Germany. The volume declines in these markets were partially offset by 6 percent unit case volume growth in France and 4 percent growth in Great Britain.(Coca-cola, 2010). Great Britain which is the main focus of this study has shown that the recession did not affect the sales volume. Table below shows the financial data of The Coca-cola Company year ended December. Table 1.1- Financial overview of The Coca-Cola Company Year Ended December 31, 2009 2008 2007 2006 2005 (In millions except per share data) SUMMARY OF OPERATIONS Net operating revenues $ 30,990 $ 31,944 $ 28,857 $ 24,088 $ 23,104 Net income attributable to shareholders 6,824 5,807 5, 981 5, 080 5, 872 GROSS PROFIT 19,902 20,570 18,451 GROSS PROFIT MARGIN 64.2% 64.4% 63.9% PER SHARE DATA Basic net income $ 2.95 $ 2.51 $ 2.59 $ 2.16 $ 2.04 Diluted net income 2.93 2.49 2.57 2.16 2.04 Cash dividends 1.64 1.52 1.36 1.24 1.12 BALANCE SHEET DATA Total assets $ 48,671 $ 40,519 $ 43,269 $ 29,963 $ 29,427 Long-term debt 5,059 2,781 3,277 1,314 1,154 1.5 Scope of Study The interest of this study lies mainly with The Coca-cola Company, focusing on Coca-cola Great Britain as the scope of study. This study also examines the level at which the recession affected the sales in coca-cola and the consumers attitude towards the purchase of coca-cola. 1.6 Definition of terms/operational definitions To avoid ambiguity and distortions in meaning, the following terms are being described. Ltd Limited Unit case-means a unit of measurement equal to 192 U.S. fluid ounces of finished beverage (24 eight-ounce servings); (Coca-cola, 2010) Unit case volume- means the number of unit cases of Company beverage products directly or indirectly sold by the Company to customers. (Coca-cola, 2010) TCCC- The Coca-Cola Company CHAPTER TWO 2.0 Key Consumer Behaviour Aspects According to British Soft Drinks Association, (2010), Consumers are loyal to the drinks they know and trust but remain open to innovative products and brand extensions which meet their ever-evolving needs. The industrys ability to provide the public with a wide range of enjoyable and affordable drinks will ensure it remains resilient despite the tough economic climate. Three key consumer aspects have been carefully selected from Jiang (2010) as explained in the Consumer Behaviour Lectures; The following aspect of the consumer behaviour may have influenced the continuous purchase of coca-cola products despite the economic downturn- the buying process, attitude and motivation. 2.1 The Buying process A buying decision making process is the selection of an option from two or more alternative choices (Jiang, 2010). Coca-colas consumers can be explained in Consumer as a Problem Solver (Habitual Decision Maker). A habitual decision maker makes choices that are characterised by an impulse made with little effort and without conscious control (Solomon et al, 2006). Coca-colas brands are low involvement products and so require little information search. Most decisions made by people who consume coca-cola are with little or no conscious effort. Coca-cola consumers purchase Coke for example based on a habit that has been formed over time. Also the Evaluation of alternatives can be used to explain the brands resistance to the recession, much of the consumers effort that goes into a purchase decision develops at the stage in which a choice must be made from the accessible alternatives (Solomon et al, 2006). In many cases, there are a number of alternatives (such as water, soft drink or alcohol) a consumer could consider in satisfying a biogenic need, i.e. to conquer thirst. A consumer that has formed a habit overtime to purchase Diet Coke for example will always have in mind a diet coke whenever hes thirsty. The choice a consumer makes over other alternatives is determined by the product qualities. Branding can also be an influence on the evaluation of alternatives. In a survey of Global Brands, Inter Brand and Business Week identified the significance for companies to create communities around their products and services, which gives the customers the opportunity to feel as if they own the brand (Solomon et al, 2006). Fill (2009) also supported that as a brand becomes established with a buyer, so the psychological benefits of ownership are preferred to competing offerings, and a form of relationship emerges Coke is not only seen as a drink by its consumers, but seen in the light of its heritage and relationship with them( Payne,2007). Brands also create impressions and strong feelings so much that when people see the coke bottle with its red label, and the content, people suddenly feel thirsty and the need to have a drink (Riesenbeck and Perrey, 2007) According to Mintel, (2010), the Interbrand ranked Coca-cola as the number one global brand in the year 2009 and 2010 respectively. Brands can influence a consumers choice in a decision making process, in a study conducted, 51percent of consumers preferred Pepsi over Coke , while in an open test, only 23percent preferred Pepsi over coke(Jenkinson, 1995). In my opinion, Coca-cola consumers have developed a relationship with the brand, which makes the m to choose coca-colas brands amongst all other alternatives even in a recession. The economic downturn did not affect consumers choices, habits did not change despite the recession; coca-cola consumers did not change their product preferences because a habit has been formed over time. Table 2.1 Buying Decision making process Evaluations After purchase behaviour/feeling Involvement Information search Need recognition Need Purchase Decision Identity Alternatives Source- (Jiang, 2010) 2.2 Attitude Formation and change Attitude is a persons learned predisposition, tendency to respond to an object in a consistently favourable or unfavourable way (Allport, 1935) as cited by (Jiang, 2010). An attitude formed, lasts over a period of time, an attitude towards what a person eats or drink or developing an attitude towards different brands (such as drinking diet Coke rather than drinking diet Pepsi) or also having an attitude towards a general consumption pattern(such as eating twice to eating once in a day) (Solomon et al, 2006). The Utilitarian Function which is related to the basic principles of reward and punishment will be used to explain why TCCC was not entirely affected by recession. Attitudes are formed based on the presumed product qualities (either pleasure or pain) (Solomon et al, 2006). Attitudes influence a consumers decision making and the goal of a marketer is always to create a positive attitude towards a product or change existing attitudes (Fill, 2009). In a recent research conducted by TCCC to evaluate consumers attitudes towards its brands, it revealed that coca-cola is the brand most associated with happiness (Coca-cola, 2010). The result of the survey revealed that over a half of the people that participated in the research said its the taste that makes them smile others said sharing a bottle of coca-cola with family and friends can provide an opportunity to spend time together (Coca-cola, 2010). Coca-cola consumers have developed an attitude overtime, so the recession would not change their product preference but might just alter their consumption pattern (such as reducing the intake of one three bottles per day to two bottles per day). The theme of the TCCC also stresses straight forward benefits (Coca-cola.Open Happiness). Attitudes towards coca-cola could also be formed by the yearly coca-cola adverts, as supported by Pearce and Micheal (2006) aggressive marketing campaigns may be more effective during recessions, as competitors feeling the pinch might attempt to forestall losses by reducing their advertising. During the recession, TCCC, engaged in massive paid advertising to reinforce their brands in the minds of the consumers. Also towards the end of each year, coca-cola does an advert, using the Christmas theme to convey its message to its viewers. The viewers feelings about the context in which an advertisement appears can also influence brand attitudes (Solomon et al, 2006). Liking this Christmas themed adverts would naturally link us to Attitude Formation (three hierarchies of effects), Affect, Behaviour and Beliefs. Affect (like the brand), behaviour (buy the brand), belief (feel satisfied with the brand) or belief (create awareness of the brand), behaviour (buy the brand), affect (like the bra nd) or belief (create awareness of the brand), affect (like the brand), behaviour (buy the brand). Attitude formed over time influences a consumers purchase behaviour, in spite of the recession, it can be argued that the attitude of the coca-colas consumers did not change, and there was a continual process in consumers purchase pattern. Coca-cola was not so affected by the recession because of the consumers attitudes towards their products Table 2.2 Three Hierarchies of Effects Attitudes based on cognitive information processing Affect Attitudes based on behavioural learning processes Behaviour Behaviour Behaviour Beliefs vvv Beliefs vvv Beliefs vvv Attitudes based on hedonic consumption Affect Affect Source- (Jiang, 2010) 2.3 Motivation Motivation is the driving force within individuals that impels them to action, this driving force is produced by a state of tension which exists as the result of an unfilled need (Jaing 2010). Every action is done for a reason. Motivation refers to the process that cause people to behave as they do, motivation occurs when a need (Utilitarian-consumers practical benefits or Hedonic-consumers emotional benefits) is aroused that the consumers wishes to satisfy. The desired end- state is the consumers goal. The degree of arousal is called a drive (Solomon et al, 2006). The purpose of purchasing a drink would be to satisfy a biogenic need, i.e. to conquer thirst. For a consumer to now choose a diet coke because hes thirsty is called psychogenic. Coca-cola motivates its consumers through its themed message (Open Happiness), and this can be explained in the hedonic needs (Consumers emotional benefits) The survey TCCC conducted for their consumers shows that the taste of coca-cola makes them happy. What motivates a consumer might be different compared to the other consumer. A regular coke consumer willing to reduce his sugar consumption will be happy to switch to coke zero which has no sugar and less calories. Also viewing it from the Consumer involvement angle, TCCC also motivates its consumers by connecting with millions of them every day through their brands Facebook pages, Twitter and influential blogs, creating a dialogue that allows TCCC to build their brand assets and strengthen their consumer relationships. Solomon, (2006) defines involvement as a persons perceived relevance of the object based on his/her inherent needs, values, and interests. Through this Fans page on facebook, consumers can access their advertisements, Coca-Cola applications and downloads, and get live updates from the Company. Also TCCC involves their consumers through the Coca-Cola Freestyle, this makes the consumers beverage innovators by giving them choices and variety to make more than 1 00 different branded beverages at the touch of a button, this provides fun, and a relationship that connects the company with its consumers. (Coca-cola, 2010). The recession did not really affect TCCCs sales because of the motivation TCCC tries to create and the relationship they have been able to build with their consumers. CONCLUSION 3.1 Conclusion Understanding consumers behaviour is key for a successful company; marketers need to deepen their research on their consumers because the consumers are becoming aware of the important role they play in their consumption pattern. Competitors are always also looking for tactics to grow and influence new consumers, and any organisation that does not meet up with consumers expectations would be losing a consumer. Companies should look for ways to retain their current customers and also focus on getting new ones attracting new customers should be a priority in a recession (Pearce and Michael 2006). Organisations should actively engage their customers more than before. INTRODUCTION There has been an ongoing concern about the impact of economic impact on the environment,(Peattie, 1995). Nations are getting aware of the need to save the planet, and make it conducive for both humans and the animals. In the year 2000, the beginning of a new century, the nations came together to form the Millennium Development Goals and conducted a millennium Ecosystem Assessment (A four year research project to access the health of the natural environment, the impact of human development on natural systems and their ability to support life and provide ecosystem services) (Belz and Peattie, 2009). In 2005, the results of the United Nations Millennium Ecosystem Assessment was released, this revealed that 60% of world ecosystem services have been degraded and species extinctions are running at between 100 and 1000 times the natural background rate, it was also revealed that they were losses in the diversity of life on earth but gains in human well-being and economic growth and the burning of Fossil fuels to provide much of the energy that drove our economies was the release of carbon dioxide (CO2) into the atmosphere. Changes in our climate will have a profound impact on the distribution and availability of water supplies and food productions supplies and immense loss of species. (Belz and Peattie, 2009). To save the planet, conscious efforts have to be made, and so industries, business, consumers and nations have realized that if we do not save the world, then one day the planet will not be able to save us. Using the Triple bottom Line approach, discuss what is sustainability marketing and why should marketers be concerned with CSR and sustainability issues? Before going into sustainability marketing we need to define marketing, marketing consists of individuals and organisations on activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods and services and ideas (Pride and Ferrell, 1993). Sustainability marketing as defined by Belz and Peattie (2009) refers to planning, organising, implementing and controlling marketing resources and programmes to satisfy consumers wants and needs, while considering social and environment criterion and meeting corporate objectives This definition is very broad because it has covered the Triple Bottom line People (consumers), Planet (Environment) and Profit (Corporate objectives). In straightforward terms, Sustainability Marketing has been defined by Belz and Peattie (2009) as the building and sustainable relationships with consumers, the social environment and the natural environment. The Triple Bottom line (3PL) is a very important approach when discussing sustainability a positive 3PL reflects an increase in the companys value, including both its profitability and shareholder value and its social, human and environmental capital (Savitz and Weber 2006), they consists of Environmental Performance which is the planet and the way which we give and receive from the planet; Social performance, which is the people that constitutes the planet and consume different products and services, also emphasizes on satisfying different stakeholders, Being connected and responsive to shareholders, suppliers, communities and customers is the foundation of sustainability (Henrique and Richardson, 2004) and the; Economic performance or organisational goals which is the profit and the main aim of setting up an organisation (Leonidou, 2010). People A sustainability marketers aim is to meet the needs and wants of a sustainable consumer. Belz and Peattie (2009) supported this by saying consumers purchasing behaviour will determine the success or failure of new products and services that are marketed on the basis of their sustainability performance. Understanding the behaviour and buying process is also relevant for the sustainable marketer. The process which includes the recognition of need and want e.g. biological needs like food and drink to information search i.e. checking for information about the products, maybe its sustainable or not, to evaluation of alternatives i.e. a choice between two retailers to purchase i.e. buying of the product to the usage of the product (for a sustainable product, the use phase will generate more environmental impacts than non sustainable products) and finally post use which is the recycling, reselling or reproducing strategies, all used to reduce waste to land fill. (Belz and Peattie, 2009). Segmenting and understanding the consumers is really important for a sustainable marketer. They must understand the consumer they are sending the message to, according to the segments as identified by Belz and Peattie (2009), they are the Greens-this are the true greens, they understand and well educated about the sustainability issues and they consume green products. Consumers with a conscience-they want to be seen as green Wastage focused-they have good knowledge of pollution and wastage but lack awareness of other issues and behaviours and believe to be ethical currently constrained-they like to be sustainable but cant do much in their current circumstances, Basic contributors-they have relatively little knowledge of interest in environment issues and behaviours, Long term restricted- they have other priorities to consider before they can consider their environmental issues Disinterested-they may be aware of the sustainability issues, but they cannot be bothered as this has not affected current decision making processes. The segmentation allows a marketer to strategise a message to its different target so as to achieve its organisational goals. Profit The economic performance of a company is determined by the products and services offered to its consumers and how it has been accepted. The main of a company is to make profit, but the production process and post -post production process determines how sustainable a product/ organisation is. Belz and Peattie, (2009) further said that The underlying values of sustainability marketing should reflect the visions, missions, philosophies or principles of the company. Savitz and Weber (2006) identified 3 ways sustainability enhances your business (I) protecting the business-This includes risk of harm to the consumers, employees and the community, identifying emerging risks and management failures early. (II)Running the business-eco-efficiency, this includes reducing costs, improving productivity, eliminating needless waste and obtaining access to capital at a reduced cost, (III) growing the business-opening new markets and attracting consumers who are sustainable and increasing market shar e. Planet Environmental performance is the planet we occupy, and also the source of renewable (air, water, food) and non renewable resources (stone, metals, fossil fuel etc) (Belz and Peattie, 2009). Organisations are now more concerned with the use of critical substances and energy consumption, production processes, packaging and recycling of products to reduce the negative impacts the economy has had on the planet, solutions were implemented in the production process to reduce pollution and Co2 emissions. Corporate social responsibility has defined by European commission in (Belz and Peattie, 2009) is a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with stakeholders on a voluntary basis. In contrast to the definition above the World Business Council for sustainable Development separated the corporate social responsibility, corporate financial responsibility and corporate environment responsibility and put them under one umbrella which is Corporate Responsibility (Belz and Peattie, 2009). CSR is now gaining momentum in different organisations and the need to showcase and publish their environmental and social acts is rising. Consumers are equally aware of these activities and tend to build their loyalty with socially responsible organisations. Marketers now should be concerned with CSR and sustainability issues, because the world is moving and every consumer now is informed about the environment and how they need to be sustainable to save the planet. Harnes (1982) as cited in Peattie (1995) further explained that the successful company is the one which is the first to identify emerging consumer needs and to offer product improvements which satisfy those needs; the successful marketer spots a new trend early and then leads it. Marketers must key into this new trend which can be identified as CSR and sustainability, being socially and environmentally responsible is very important and marketers must continue to emphasize this in their organisation to the top management. Sustainability and CSR should be involved in an organisations values and goals; it should not be seen as a tactic to manipulate consumers sustainability concern to just make profit (Peattie, 1995). Critics of Sustainability Savitz and Weber (2006) have identified critics of sustainability from two camps (The cynics and the sceptics). The cynics concluded that the Sustainability movement as mere hype The cynics would always want the government to take responsibility in the environment rather than depending on the corporations to change themselves. They also argue that the corporations deliberately improved their environmental performance mainly for financial purposes. The sceptics condemn the concept of sustainable business on the grounds that business leaders have no concern with environment or social responsibility, their goal is to make profit, and if their aim is not moved from that, the world will be better off. From the criticism, no one can say whether the critics are right or not, even though todays efforts towards sustainability seems to be inadequate, that doesnt mean it should be stopped, sustainability has to work. The industries might be aiming at profit, its a step by step approach and no contribution is too small, if all industries are genuinely sustainable, the world will be a better place. Analyse the factors that contributed to the marketing success of FIJI water? Fiji Waters (FW) expansion into US market was based on the successful marketing mix campaign to penetrate the market. At the time, it made its entry into the US mar

Oregon measure

Introduction In 1994, voters of Oregon passed Measure 11,which forced long compulsory prison terms for 16 designated violent and sex-related offenses, prohibited â€Å"earned time,†1 and provided for mandatory waiver of youthful offenders to adult court. This measure stood in sharp contrast to sentencing practices at that time, overlaying the state’s existing sentencing guidelines system for selected offenses, increasing the length of prison terms imposed, and reducing judicial discretion at the sentencing phase.The main challenge facing everyone is ‘Should Measure11 be repealed’.   Yes  Claims For Removal Of Measure 11According to studies undertaken, if measure 11 were repealed, Oregon would save over $612 million in the next 10 years. The savings on new prison construction alone would be $153.6 million dollars between 2000 and 2010. For some crimes that are money worth spending, but for stealing two tires, or stealing a petty amount, and bus pass or f ighting, that is wasting our tax dollars that should be going to schools/education, instead of prisons.Mandatory minimum sentencing means one has to serve every hour of every day of ones sentence no matter what. No good time, no early release, no boot camp. As high as 67% people, under Measure 11 ‘Are First Time Offenders’ and 35% are under 21 years of age.Instead of warehousing people and spending money on more prisons, we should be investing in prevention programs, and look for a substitute to sentencing plans that have been proven to be far more successful with far less cost.In the present form, Measure 11 sentences surpass any lesser existing guideline sentences for 21 violent and sex offenses —the original 16, plus 5 more added later.   Sentences range from 70 months for second-degree assault, kidnapping, robbery, and certain sex offenses, to 300 months for murder. Penalties may not be reduced because of the offender ’s prior record —regardle ss of whether an offender has a criminal record, or the length of such record, minimum sentences are the same for all offenders.Thus, some penalties are actually higher under sentencing guidelines in instances where an offender has an extensive criminal record. In general, however, Measure 11 penalties are longer than those imposed under sentencing guidelines. Juveniles aged 15 years or older are also subject to the measure.   Many people believe that the measure would negatively affect criminal justice system operations, and reduce system integrity. In terms of system operation, opponents expected the measure to lead to an increase in jury trials and prison populations, overburdening both the courts and the correctional system. At the same time, they expected an increase in jail sentences.People opposing this; feel that Measure 11 trials are an undesirable risk, because mandatory sentences eliminate any possibility of judicial caution in sentencing. Rep. Bowman believes that a ju dge should have some liberty, in setting the sentence for the person found guilty, after investigating all the facts in the case and the background of the defendant. Many of them think that juveniles deserve some consideration from the judge. Judges feel that Measure 11 is too harsh in some cases. Some Assault II and Robbery II charges are uncertain, and sex offenses are serious because of lifetime registry requirements, but judges have no choice but to impose the obligatory sentences.Judge Sullivan remarks opponents’ concerns about lengthy sentences for juveniles. There are very few services provided to those in the adult system. With no possibility of early release, juveniles have no incentives to re-establish themselves. Defense attorney Wehmeyer also mentions that prisoners cannot earn good time for earlier release and have no enthusiasm to behave. Jackson County officials are concerned that Measure 11 focuses on punishment instead of rehabilitation. Rep. Bowman believes that funds would be bettered spent on treatment and therapy than on mandatory prison terms.Rep. Bowman is concerned that Measure 11 discriminates against racial minorities and the poor, who cannot afford high-priced lawyers. She points to statistics that show that although African-Americans comprise only 2 percent of the state’s juvenile population, they are 16 percent of the juveniles serving time under Measure 11. Multnomah County’s Juvenile Crime Trends Report of March 1999 confirms that â€Å"despite being approximately 10% of the total youth population (10-17 yrs.). In Multnomah County, African-Americans are over-represented in the juvenile justice system at 21% to 23% of the offender population.†Opponents point out that juvenile crime had been decreasing both nationally and in Oregon before Measure 11 was implemented. They believe that the measure was harsh and inflexible, and that it discriminated against racial minorities and the poor.Counter ArgumentPro ponents of the measure believed that these enhanced penalties would improve public safety by deterring future criminal behavior and increasing the length of time that felons who commit serious crimes spend in prison.District attorney Hehn believes that the certainty of mandatory prison terms is a â€Å"real deterrent† to criminal behavior by juveniles. She feels that juveniles did not take the previous juvenile justice system seriously. District attorney Heiser also feels that Measure 11 has been a restriction for younger teens and a reflection that the public was â€Å"fed up with coddling teenagers.†Measure 11 did have an impact on the crime rates in Oregon. Crime rates, particularly for violent crime, declined in Oregon after 1995. According to various surveys the findings are consistent with the possibility that Measure 11 may have been at least partly responsible for this decline, such   findings   do   not   provide clear evidence   of a causal link. An examination of otherfactors, different opinions, and further surveys, would need to be made before definite conclusions can be drawn.The only things unforeseen about Measure 11 are, that the drop in crime has been far greater than expected and the cost has been far less than predicted. As per studies, Oregon's violent crime rate dropped 41 percent from 1995 to 2001 while the number of extra prison beds required by Measure 11 was less than half the original estimate.ConclusionMeasure 11 has been in effect for only four years. It is difficult to determine its total, long-term effects on public safety and justice in Oregon. It remains a highly charged and emotional issue.The result of various studies indicate that passage of Measure 11 has altered sentencing and case processing practices for those charged with serious person offenses in the state of Oregon. While some of these were planned system changes, others were unplanned and are not fully understood. The measure can be considere d a success in that it has accomplished its intended goal of increasing the length of prison sentences for offenders convicted of Measure11- eligible offenses. However, since passage of the measure, fewer offenders have been sentenced for the Measure 11 offenses, and a greater proportion have been sentenced for Measure11-alternate offenses.Analyses suggest that this move resulted from the use of prosecutorial caution and the reduction of cases which, though technically Measure11-eligible, were not deemed appropriate for the associated mandatory minimum penalty. Although the selective use of Measure 11, along with Oregon ’s prison construction program and reduced crime rates, has enabled the state to avoid the negative consequences of prison overcrowding, the process by which cases are being chosen for either full or partial prosecution is unclear. Prosecutors who were interviewed were confident in their ability to apply the measure properly; however, it is not clear what crit eria were used in making their decisions, or whether these criteria were constantly and equitably  applied. Further research should address how discretion is exercised and charging decisions made under Measure 11.Oregon ’s Measure 11 introduced bold changes into the sentencing structure of the state. Surveys addressed the execution and impact of the measure on prosecution, sentencing, and convictions, both statewide and in three other counties also. As with many policy changes, some of the observed consequences were expected, others were not. Further research and experience with the measure will provide more definitive answers to the questions raised.There are many things said about Measure 11.   This measure has its share of pros and cons.   Whatever be it, offenders above 15 should be given a fair chance for rehabilitation, proper education and good facilities. The offenders should have separate premises and not be clubbed with the adult offenders.   The introductio n of the Measure 11 is mainly to reduce the rate of crime in teenagers, and it should focus on that aspect only.Hence it is very necessary that Measure 11 should live up to its standards and abide by the rules and regulations of the law.Works Cited  Ã¢â‚¬Å"Oregon Mandatory Min Sentencing Law Measure 11† Oregon Department of Corrections Statistics, 6 December 2006. ;http://www.angelfire.com/ms/oregonmeasure11/;.Bob, Dee Dee Kouns, Crime Victims United, 6 December 2006;http://www.crimevictimsunited.org/measure11/rebuttal.htm;.League of Women Voters of Oregon Education Fund, 6 December 2006,

Numismatics – Gupta Coins

Introduction The story of coins is interwoven with the history of mankind. To trace its story, one has to look back to the remote past. When people settled in localities and the communities grew in size, the exchange of products became a necessity; then the mutual exchange of things took the shape of trade and the system of barter was evolved. In course of time, certain commodities got preference over others and a higher value was attached to them. They assumed the character of a medium of exchange and got a standard by which the value of other things was estimated. Thus emerged the notion of the unit of value. This was the first step towards the evolution of coinage. The reconstruction of ancient Indian history necessitates the importance of archaeological evidences of a particular period. Amongst the various archaeological sources the numismatical evidences are of prime importance. ‘Numismatics’ is generally known as ‘the study of old coins’ which are used for the reconstruction of ancient Indian history. The reign of the Guptas in Indian history is a fascinating one. As a matter of fact, it saw a prosperous and plentiful life. Towards the beginning of the 4th century A. D. , the dynasty of the Gupta emperors rose out of a small principality, situated somewhere in Eastern Uttar Pradesh or Bihar; and it lasted for more than two centuries. The founder of the dynasty was Sri Gupta. It was the most renowned, prosperous, ever progressing and self sufficient dynasty in ancient Indian history. This dynasty produced emperors of class who not only expanded and consolidated the political power of India but also administered excellent economic and administrative techniques which led to happy social living during their reign. As compared to the empire of the Mauryas, the Gupta empire was less extensive, but more enduring than that of the Mauryas. This period of the Guptas is known as ‘the classical age of Indian history’ because this period witnessed the growth of arts and sciences in all the conceivable branches of learning. Almost all Gupta rulers issued their own coins. The coins of the Gupta rulers are very useful for the reconstruction of their history. Features of the Gupta Coins The Gupta coins had certain remarkable features; which were originally an idea of the Guptas themselves. These features were more or less similar throughout the rule of different Gupta emperors. The coins are classified into 4 groups:- Gupta gold coins Gupta silver coins Gupta copper coins Gupta lead coins The Gupta emperor chiefly issued gold coins. They issued them in such a large number that a contemporary poet has rightly termed the phenomenon as â€Å"_a reign of gold_†. The earlier gold coins of the Guptas were deeply influenced by the coinage of the later Kushanas. But the later Gupta coinage show more superiority in their execution, and they are considerably original in their style. The influence of the Kushana coins on the early coins of the Guptas is seen especially in their dress and posture as depicted on their coins. For e. g. the early coins of the Guptas show the standing king at the altar. This is very much similar in pose and posture of the kings as shown of the Kushana coins. The king on these coins is seen wearing the Kushana long coat and trouser of the Kushana pattern or replace by Indian dhoti and form was changed as the king is shown bare- bodied. The Guptas retained the method of placing the name of the king perpendicularly in Chinese fashion on the left hand. They placed the circular Brahmi inscription around the king. On the reverse side of the early coins of the Gupta rulers, Greek goddess Ardokshowas retained. Gradually, this pattern was changed, and Lakshmi, an Indian goddess with a lotus in her hand is depicted on the coin. On some coins she is shown seated on a throne and on some others seated on a lotus. The archer type coins of the Guptas are the most commonly issued coins by all the rulers of the Gupta dynasty. These coins generally show the king holding a bow in his left hand. Sometimes the king also holds an arrow in his right hand. Another remarkable feature of these coins was the use of significant symbols and accompaniments like trees, alters, tulsi plant, dwarf, garuda, bows and arrows, animals like tiger, lion, horse, elephant, peacock, etc. These elements added more meaning to the coins and also reflected the artistic approach of the Guptas. Another interesting feature was the variety and sub- variety found in each type of coin issued by the different emperors. Also the debasement of the silver metal was an interesting and innovative feature which reflected the development of science in this age. Also, the art of writing which is depicted by the legends inscribed on these coins show that the literature of that period was at its peak and Sanskrit was a well researched language. Thus, the use of Sanskrit and the art of calligraphy marked an important feature of the Gupta coins. Coins of Samudragupta Samudragupta ruled from 335 A. D to 380 A. D. The title ‘Samudragupta’ meant that he was protected by the sea up to which his dominion extended. He was famous for his campaigns and conquests which earned him the title of ‘_Indian Napoleon_’. He expanded the Gupta Empire in all spheres from political, economical to cultural aspects. Samudragupta inaugurated a new idea in the history of Indian numismatics. He issued as many as 8 different types of coins in pure gold. He learnt the technique of minting coins from the foreign rulers who brought the techniques with them and then he added his own creative sensibilities and thereby evolved an indigenous pattern of coins which was acclaimed to be the best coins. Standard Type It is the earliest and the most common type of the Gupta coins. On the obverse the king is shown standing. A halo can be seen around his head. The dress like coat and trousers recall the Kushana influence. He is also seen wearing a long, rope necklace and earrings. He holds a standard in his left hand and sprinkles incense on the altar with his right hand. Besides the altar there is a garuda. The word Samudragupta is engraved on it along with a legend in the honour of the king. On the reverse, goddess Lakshmi is shown. She is seated on a throne, has ornaments and is seen holding a cornucopia- a symbol of fertility and prosperity. Her feet rest on a lotus. The legend of Parakrama is inscribed on the reverse side of these coins. Chandragupta Type The name of these coins is Chandragupta type because on the observe we see Chandragupta I and his queen Kumaradevi. This type is also called as Dynastic King and Queen Type. A halo is seen around the king’s head. He is holding a staff. On the left is the legend, Kumaradevi or Shrikumaradevi. On the reverse, goddess Durga is seated on a lion holding a cornucopia in her left hand and a lotus in the right hand. The legend is ‘_licchavi_’, it suggest of a special honour in which licchavi was placed by Samudragupta. He takes pride in his inscription to proclaim Licchavi Dauhitra. Archer Type Coins of the Archer Type of Samudragupta are very rare. They are frequently mistaken for the common Archer Type coins of Chandragupta II. From a study of their design, style, and fabric – it's apparent that these coins were struck during the early stages of Gupta Empire while the mint masters were still trying to refine the styling and design. King Samudragupta is shown as a young man on all of the coins of this type (as compared to coins of the Lyrist type where he is shown as an older person). These coins were most definitely struck during the early stage of his campaign to conquer majority of the neighbouring Kingdoms to unite them under a new unified Empire – the start of what was to finally become the magnificent Gupta Empire. On the observe, the king is shown standing. He holds a bow in his left hand and an arrow in his right hand. A garuda standard is on his left. The reverse shows a seated Lakshmi. Battle Axe Type Usually, these coins are found in much worn condition. During Samudragupta’s early reign, while he was conquering all of the kingdoms from the North to the South, East and West, this type of coin must have been a very popular form of advertising the King's prowess and an excellent way to send a message to the unconquered regions of the upcoming siege. The Allahabad Pillar Inscription does not contain the description of Samudragupta as Kritantaparasuh, Battle-axe of the God of Death, although the epithet is invariably applied to him in later official documents. This type obviously celebrates Samudragupta’s many successful battles and showcases his military might. In this coin type, he holds a battle axe in place of a standard with one hand and his other hand is usually on his waist. In place of an altar (as shown on the Standard Type), there is a dwarf holding a crescent-topped banner. The circular legend on the obverse is Kritanataparasur-jayatya jita rajajetajitah; it describes the irresistible prowess of the emporer and states that ‘Victorious is the conquerer of unconquered kings, himself invincible as a veritable battle-axe of the God of Death' Tiger Slayer Type At the height of his power, Samudragupta now starts living the Royal life and his coins depict his Royal Stature for the populace. This coin is very unique in its style – for the first time in Indian history a coin shows a king as a brave and powerful king, killing the powerful Tiger. On the observe the King is standing on the left, wearing ceremonial turban and dhoti, drawing his bow and aiming at an open mouthed tiger which rears up in front of him as he tramples on it, legend Vyaghraparakramah at right, crescent above lion's head. On the reverse Raja Samudraguptah, in field right, the goddess Ganga standing on the left, on an elephant-headed fish (makara), she holds a long-stemmed lotus in left hand, her empty right hand is outstretched and a crescent topped standard decked with ribbons is in field. The progressive change is seen on these coins with regard to the design, execution and content. There is no trace of foreign influence. Asvamedha Type The Asvamedha coins of Samudragupta are probably one of most beautifully executed coin designs in all of Indian numismatics. The Asvamedha ceremony or horse sacrifice was a way for Samudragupta to celebrate the victories of his conquests of Northern, Western and Southern India. These coins were probably handed out as commemorative tokens during this hold ceremony and were probably not used as part of commerce. This may be the reason that Asvamedha coins discovered 2000 years later are still in good condition. This particular coin is a very rare variety of the Asvamedha type. The Queen is shown in the reverse as a Pregnant Queen. On the observe, A beautiful rendition of the horse, tied to a yupa, the letter si (short for siddham). Horse standing on the platform vedi. Penons of cloth flying from the top of _the yupa over the horse. Circular Legend: Rajadirajah pritvimavitva divam _jayatayahritavajimedhah (The King of Kings, who had performed the Vajimedha (Asvamedha) sacrifice, wins heaven after protecting (or conquering) the earth). On the reverse, Pregnant Queen (Queen Dattadevi) shown standing next to Yupa, holding a Chauri in hand and standing on a Lotus. Asvamedhaparakramah (One powerful enough to perform the Asvamedha Sacrifice). Lyrist Type On the observe, the king is shown sitting over a couch keeping a veena on his lap. He has only a waist cloth with big earrings and a necklace. The legend Mahadhiraja Sri Samudragupta is seen. The reverse of the coin depicts a goddess standing. Samudragupta’s personal accpomplishments as a musician is fully confirmed in this coin. The goddess, therefore, must be Saraswati as she is the muse for music in Indian Mythology. The Tiger Slayer and Lyrist type are the best specimens of Samudragupta’s coins with regard to his non- regal activities. With these coins, we can say that India had set her standard in the science of Art and Minting. Kacha Type On the observe, the king is shown standing, holding a standard which has a chakra on the top of it. He sprinkles incense on the altar. The legend reads, kacha after conquering the earth, conquers heaven by means of good deeds. On the reverse, goddess Lakshmi is shown standing. She holds both a lotus and a cornucopia. The legend reads, the exterminator of all kings. Coins of Chandragupta II Archer type This is the most common type coin. The observe shows the king holding a bow and arrow, while he is offering incenses to the altar. Besides him there is a standard with a garuda on the top. The legend shows Chandra. The reverse side shows Lakshmi holding a lotus and a cornucopia. The legend reads Srivikramah. The archer type has 2 varieties, the throne reverse and the lotus reverse. Couch Type These types of coins are rarely found and issued in the early king’s reign. On the observe, the king is seen seated on a couch, holding a lotus in one hand and resting the other on the couch. The king is wearing a waist cloth and jewellery and is completely Indianised. The legend reads Rupakriti and Vikramadityasya. The reverse side shows goddess Lakshmi seated on the couch with a lotus and a cornucopia in her hands with her feet on the footstool. The legend reads Srivikramah. These coins depict the king’s success and prosperity and are an expression of his physical and cultural qualifications. Chhatra Type Lion Slayer Type These coins represent a large variety of specimens. On the observe side of these coins, the king is dressed as a hunter, killing a lion. The legend reads, Narendrachandra Sinha Vikrmamah. On the reverse, goddess Durga is seated on a lion. It may be noted that Samudragupta’s Tiger slayer type signified his conquest of Bengal whereas Chandragupta’s Lion slayer type signify his conquest of the Gujarat region. Silver Coins Chandragupta II was the first Gupta ruler to issue silver coins. After conquering the Ksatrapa kingdoms in western India, Chandragupta started issuing silver coins which were very similar to the local currency in the region – the silver Ksatrapa coinage. The observe of these coins show the king’s bust with the date of the Gupta era. On the reverse, the symbol of the Saka coins is replaced by the figure of the garuda. These silver coins are very rare and few in number. They are mostly found in the western region of his empire. Copper Coins Chandragupta II Vikramaditya was again the first to issue copper coins. Generally on these coins, the king is seen on the observe and the garuda on the reverse with variations in their figures. Evidence shows that there was also a Chhatra type of copper coin. There were in all 9 types of copper coins. Copper coinage had not evolved to its maximum and they were also very rare and hard to find. Thus, the innovations in the coinage of Chandragupta II Vikramaditya comprise of gold, silver as well as copper coins. This was a remarkable progress in the art of coinage. Coins of Kumaragupta I Kumaragupta I reined from 414 A. D to 455 A. D. Historical evidence shows that he was also called Sakraditya and Mahendraditya. The power and the glory of the Guptas were at its peak and attained great heights under Kumaragupta. Besides other political, economical, social and administrative works, he is noted for the large number of coins he issued. The types and varieties of coins that he issued reflect the extent of the territory in which the coins were in circulation. He mainly issued gold, silver and copper coins. A few types of coins issued by Kumaragupta I are as follows : Archer type They were of different variety and types. The legends which appear on the observe are Kumara, Maharajadhiraja Sri Kumaraguptah, etc. While the reverse side bears a single legend, Sri Mahendrah. Swordsman type This was a type of innovation carried out by Kumaragupta I. The observe side of this new coin shows the king wearing a waist cloth and jewellery. He is seen casting incense on the altar with one hand and the other hand is on the sword that is tied at his waist. A garuda is seen on the left side and a legend is inscribed on it. The reverse side of this new type of coin shows goddess Lakshmi seated on a lotus. She is seen with a lotus in her hand and a garuda is shown along with a legend which is similar to the one on the observe. Horseman Type The observe shows the king riding a horse and it has a variety of legends. The reverse side shows the goddess Lakshmi seated on a wicker stool with a lotus with a long stalk in her hand and there is a uniform legend, Agitamahendrah. This is consistent on all the varieties of this type. Lion Slayer Type The observe side shows the king wearing a waist cloth with a sash. He is also wearing jewellery. He is shooting a lion with a bow in one hand. The reverse side shows goddess Durga seated on a lion, holding a cornucopia and a lotus in her hands. The legend on the reverse is _Sri Mahendrasinhah or Sinha Mahendrah. _Varieties in this type are seen mainly in terms of legends which are differently attributed in excellent, flowery language. Tiger Slayer Type Like Samudragupta and Chandragupta II, Kumaragupta also issued both the tiger slayer and the lion slayer coins. They were similar to his predecessors but due to evolution of new techniques, skills and styles, these coins were more skilfully and meaningfully carved. On the observe we see the king wearing a head dress, waist cloth and jewellery and is shown in action of shooting a tiger. The bow is held in the right hand and the left hand is shown drawing the string of the bow. His right foot is shown trampling the tiger. The legend shown is Srimam Vyaghraybala parakramah – ‘the glorious king, whose strength and valour is like that of a tiger’. The reverse shows goddess Durga in a standing position. She is holding a long stalked lotus in her left hand and is feeding a peacock some fruit with her right hand. The legend reads as Kumaraguptadhiraja. The most outstanding feature of this coin is that for the first time a peacock is has been used in a Gupta coin. This was a new trend started by Kumaragupta. Peacock / Kartikeya Type Elephant Rider Type The king is shown on the observe holding a goad in his right hand and is seen seated on an elephant. Behind him is an attendant holding an umbrella over him. The reverse shows goddess Lakshmi standing on a lotus flower and also holding a lotus in her left hand. Kumaragupta’s gold coins were more skilful and refined. Though gold was the chief metal used, he even issued silver coins. Silver Coins Kumaragupta I issued silver coins in abundance. His silver coins are classified in 4 categories or classes with some varieties in each. The coins in the class I category was similar to Chandragupta II. The obverse had traces of corrupt Greek letters and a well executed garuda was shown on the reverse. In class II, one can see that the features of the Ksatrapas are done away with. Also the Greek letters from the obverse and the garuda from the reverse are omitted. Class III marked the return of Kushana features. The Greek letters are reframed and well executed and the garuda is seen with all body, no neck and prominent wings on the obverse. On the reverse a legend is inscribed. In the class IV coins all Ksatrapa features were omitted. The obverse was changed by eliminating Greek letters and replacing them with a Brahmi date. A peacock that is the vehicle of the god Kartikeya of whom Kumaragupta was a devotee was shown. Later on class V of coins was introduced. They were silver plated and had a copper core. This lead to the debasement of silver. Copper Coins Coins of Skandagupta Skandagupta, the son of Kumaragupta reigned from 455 A. D to 467 A. D. He was considered the sole hero of this dynasty. The Junagadh pillar inscription and the Bhitari pillar inscription gives us a detailed account about the life, succession, history and achievements of Skandagupta. Although the standard of coins decreased, the issuing of new coins did not. He issued different types of coins both in gold and silver. Archer Type On the observe, the king is seen holding a bow and arrow with a garuda to his right. The reverse shows goddess Lakshmi with a lotus with the legend Sri Skandagupta. This is the most common type of gold coin. King and Lakshmi Type On the observe he king is shown with a bow, arrow and a lady who is not the queen, but is goddess Lakshmi, with a garuda between them. On the reverse, again we can see goddess Lakshmi with a lotus in one hand. This type of coin is also called the King and Queen Type. Some historians say that they are somewhat similar to the Chandragupta type coins of Samudragupta, but this is not entirely true. Silver Coins Mainly 3 types; Garuda, Bull and Archer type. Coins of other Gupta Emperors Coinage of the Guptas was at its peak during the reign of Samudragupta, Chandragupta II Vikramaditya, Kumaragupta I and Skandagupta. After these rulers, the Gupta coinage saw a downward graph. After Skandagupta, Purugupta also issued gold coins of the Archer type. He also issued the Horseman type of coins. Kumaragupta II succeeded Purugupta. He took an active interest in issuing coins. He promoted minting of coins even during the lean days of the empire. Once again we see that his most commonly issued coins were of the Archer type. The reign of Buddhagupta is very important in the history of Gupta coinage because it is the rediscovery of the pride and prestige of the Gupta coinage after the dark ages it went through. He issued rare silver coins. Though the coins of the later Guptas reflect the decline of the dynasty and the art of coinage, one can see evidently that each ruler tried his best to continue the tradition of issuing coins of various types and forms. Conclusion A detailed study of the Gupta coinage reveals the outstanding features of the Gupta dynasty. The contribution of the Guptas to the field of coinage was remarkable and greatly appreciated. Though the art of coinage started very early, it reached its zenith in the classical age of the Guptas. The contribution of the gupta coins is of great help in the reconstruction of the history of ancient India. It not only serves as the numismatical evidence but also gives us an insight into the political, social, economic, cultural and religious life of that age. These coins give us knowledge about the various titles which were given to the various Gupta rulers, like, Vikramaditya, Maharajadhiraja, etc. Coins also reveal names of some unknown rulers. They also reveal the names of their queens, their sons and other family members. The coins also help us to fix the chronology and they give us dates and periods and other details. For example, Coins of Samudragupta give us exact dates of the various events that took place during his rule. The coins tell us about the territorial expansion of the empire. The economic advancement can also be gauged as per the number of gold coins found. These coins also throw some light on the dress, ornaments, furniture, weapons and general lifestyle of that time. The tiger slayer and lion slayer type of coins tells us about the passion of hunting of the rulers. The horseman and elephant type of coins reveal the love for riding and the lyrist type shows us the musical side of Samudragupta. Gupta coins are finally studied as pieces of art as they are the finest examples of Numismatic Art in India. Even though other dynasties issued coins they lacked the style and technique, skill and quality of the Guptas that are considered, so far, as the best Indian works in the field of coinage in Indian history. Hence, they are rightly quoted as the landmark in the field of ancient Indian coinage. Bibliography ?Samel, Elements of Archaeology, Museology & Library Sciences, Manan Prakashan, Mumbai, 2007 ? Parmeshwari Lal Gupta, Coins, National Book trust, India, 1969 ? A. S. Altekar, Coinage of the Gupta Empire, Numismatics Society of India, India.

Dowry System During The Medieval Times - 2451 Words

Arranged marriages in India have been dominant since then and up until now; likewise is the existence of dowry system. Dowry system is an ancient custom among two families involved in marriage and is now further customized into desperate business deals. Dowry has become a societal evil which degrades women’s respect and status. Hence, in a sociological perspective, this essay will showcase that the idea of asking or giving wedding gifts against on one’s willingness must be altered because it has become a means of economic fear among the bride’s parents, bride-burning and sexual infanticide. Historically, dowry system started in prehistoric times, wherein the father give their daughters â€Å"in marriage as religious gifts† and that â€Å"dowry was regarded as additional gifts†(Kumari, 1989, as cited in Rastogi Therly, 2006, p. 68, para 1). During the medieval times at 13th-14th century, dowry has prevailed through the hypergamous system of marriage among the upper-class families (Umar, 1998, as cited in Rastogi and Therly, 2006, p. 68). Parents consider marrying their daughters to a man who is economically well-off to increase their power and prestige; which is why, they pay the man at any cost to accept their daughter. Eventually, from the main context of giving gifts, it has become a groom entitlement; therefore, dowry has been seen as a property brought to their house by the bride as a compensation of her additional financial burden to the groom’s family. Anderson (2007a) hasShow MoreRelatedLife in the Feudal System During Medievel Times811 Word s   |  4 Pagessowing of the fields was on a three year cycle. Due to a Peasants place in the feudal system, they were obligated to fight for the local lord. 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