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                    <text>Factors Affecting Sustainable Competitive Advantage in the Wood industry in
B&amp;H
Jasminka Ahmetasević
International Burch University
Bosnia And Herzegovina
sppajalica@yahoo.com
Erkan Ilgun
International Burch University
Bosnia and Herzegovina
erkan.ilguen@gmail.com
Abstract: This paper examines fundamental elements of competitive advantage in the wood
industry. The purpose of this thesis is to investigate core factors that affect the sustainable
competitive advantage in the wood industry in Bosnia and Herzegovina.
In the first phase of this research study, an importance-performance analysis was performed
based on components of the sustainable competitive advantage. In the second phase, the
relationships between competitive strategy, innovation, leadership and sources of competitive
advantage for sustainable competitive advantage in the market were determined. What makes the
profitability of the company and success? How these variables interact with each other? Their
interaction was determined in the study. Additionally, in the third phase of our master's thesis,
based on the above factors, we showed what makes profitability of the company. It means how a
company could be successful and profitable in the long- term.
Keywords: wood industry, competitive advantage, innovation, competitive strategy, success,
sustainability, sources of competitive advantage, leadership, advertising, profitability.

164

�164

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                <text>AHMETASEVIĆ, Jasminka
ILGUN, Erkan</text>
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                <text>This paper examines fundamental elements of competitive advantage in the wood industry. The purpose of this thesis is to investigate core factors that affect the sustainable competitive advantage in the wood industry in Bosnia and Herzegovina.  In the first phase of this research study, an importance-performance analysis was performed based on components of the sustainable competitive advantage. In the second phase, the relationships between competitive strategy, innovation, leadership and sources of competitive advantage for sustainable competitive advantage in the market were determined. What makes the profitability of the company and success? How these variables interact with each other? Their interaction was determined in the study. Additionally, in the third phase of our master's thesis, based on the above factors, we showed what makes profitability of the company. It means how a company could be successful and profitable in the long- term.    Keywords: wood industry, competitive advantage, innovation, competitive strategy, success, sustainability, sources of competitive advantage, leadership, advertising, profitability.  </text>
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                <text>FACTORS AFFECTING SUSTAINABLE COMPETITIVE ADVANTAGE IN THE WOOD INDUSTRY IN B&amp;H</text>
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                <text>This paper examines fundamental elements of the Competitive Advantage in the Wood industry. The purpose of this thesis is to investigate the key factors affecting Sustainable Competitive Advantage in the Wood industry in Bosnia and Herzegovina.    In the first phase of this research study, an importance-performance analysis was performed based on components of the Sustainable Competitive Advantage in Bosnia and Herzegovina. In the second phase, the relationships between Competitive strategy, Innovation, Leadership, Sources of Competitive Advantage, Employee education and Advertising were analyzed. Research data were received from forty-eight Wood industries. Research results show that staff of the Wood industries gives highest importance and experiential rating to the leadership, strategy and HR, while they give the lowest importance to advertising.    Keywords: Wood industry, Competitive Advantage, Sustainable Competitive Strategy, Innovation, Leadership, Sources of Competitive Advantage, Employee education, Advertising.</text>
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                    <text>3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

Yusof, S.A. (2010). Globalization and the Malaysian labor market: an empirical investigation.
Journal of Economic Cooperation and Development, 31 (1), 17-40.

Factors Affecting The New Vehicle Registration In The Eu Countries
Cumhur Erdem1, Şaban Nazlioğlu2
1Department of Economics ,Gaziosmanpaşa University, Tokat-Turkey
2Department of Econometrics, PamukkaleUniversity, Denizli-Turkey
E-mails: Cumhur_erdem@yahoo.com,snazlioglu@pau.edu.tr
Abstract
Theobjective of this study is to determine whether economic factors (namelyprice, consumer
preferences, consumer income, interest rate, fuel prices, industrial production, and trade)have any
explanatory power on new vehicle registry in the EU member countries. To meet this objective, a
panel cointegration analysis was applied to the panel of thirteen EU countries for the time period
spanning from January 1999 to August 2010. This study concludes that while the vehicle sales in
the EU are determined by the macroeconomic factors instead of the factors in the demand theory,
the consumer preferences are impetuses for passenger car sales in the EU countries.
Keywords: newvehicle sales, demand theory, macro economic variables, EU countries, panel
cointegration,
1. INTRODUCTION
Automotiveindustry has become very dynamic and competitive sectors on a global scale in recent
years. Since the industry is considered as a crucial contributor to economic growth, it has been
observed that most of the developed countries (such as. the USA, Germany, France, UK, Italy,
Spain and South Korea) and many of the less developed ones (such as China, India, Malaysia,
Thailand) have policies for becoming major players on world market by improving their own
industry. Therefore, prediction of new vehicle registry is of great interest for policy makers,
legislators, transport and urban planners, and traffic engineers in nations whose economies highly
depend on the vehicle industry because the prediction of future vehicle registry has a vital
importance in terms of forecasting national accounts as well as future energy and infrastructure
requirements (Abu-Eisheh and Mannering, 2002). Predicting the new vehicle registration and
having information about the determinants of the vehicle demand has also crucial importance for
the strategic planning of vehicle manufacturers.
The industryplays a vital role in the economies of European Union (EU) member countries, the
world’s largest vehicle producer and playground for a highly competitive and innovative
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industry, in terms of manufacturing, employment, exports, Rersearch&amp;Develpment and
government revenue (European Automobile Manufacturers’ Association (hereafter ACEA),
2011). As of 2009,Germany is the largest vehicle producer (5.2 million units) in the EU followed
by Spain, France, United Kingdom (UK), Italy, Czech Republic, and Poland (ACEA, 2011).
Vehicle production and demand in most of the countries (including the EU) show upward and
downward trends from time to time depending on the changes in economic conditions. Wad
(2009) stated that “the effect of the global crisis came immediately with the stop for consumer
credit and rapidly declining consumer confidence hitting in particular durable and expensive
purchases like automobiles”. Even though 14.1 million new cars were registered in the EUby
2009, the automotive industry experienced the biggest decline in EU car sales since 1993. New
passenger car registrations decreased by 9.5% compared to the pre-crisis levels of 2007 (1.6%
compared to 2008) and commercial vehicle registrations declined by 32.4% compared to
2008(ACEA, 2011).
Due to the significance of the vehicle industry on the economies of EU member countries, from
both policy makers and manufacturers’ perspectives, there is a need to establish a policy
framework that grows the automotive industry. In this context, it is important to determine the
factors affecting the new vehicle registry in EU member countries. However, the empirical
attempts on the determinants of the vehicle sales in the EU countries are very scarce and this gap
in the literature provides room for examining the factors affecting the new vehicle sales in the EU
countries. This paper thereby aims at addressing to which extent the economic factors have
impact on the number of new vehicle registry in EU countries. To meet this objective, a panel
data analysis was applied to the panel consisting of thirteen EU countries for the period January
1999-August 2010.
2. Literature review
There are a limited number of studies in the literature related to the determinants of vehicle
demand. In an early study, Abu-Eisheh and Mannering (2002) analyzed the determinants of
automobile import in West Bank and their estimation and simulation results showed that
population/employment, economic growth, oil prices, exchange rates, and governmental policies
have relative importance on the importation of automobiles. They concluded that much of the
growth in automobile ownership is determined by economic growth.
Lord and Sahito (2010) analyzed whether yen-for-dollar exchange rate and gasoline prices have
impact on the demand for Japanese cars in the US and found that demand for Japanese imports is
positively correlated with the gasoline prices. They also found a positive relationship between the
yen-for-dollar exchange rate and imports after 1988.
Alper and Mumcu (2007) estimated the demand for new automobiles in Turkey and found that
the origin of automobile’s country and quality have impacts on the demand for automobile in
Turkey and found that the demand for new automobiles is price inelastic in the short run.
Mannering (1988) conducted a study to determine how consumers in the USA value interest rates
in their new car choice decisions. His findings shows that consumers tend to overvalue interest
rates relative to their true worth, proving the success of interest rate incentive programs.
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McManus (2007) hypothesized that there is a link between gasoline price and selling price of
automobiles in the USA and to reveal the existence of this link, he regressed the aggregate
automobile prices on the number of independent variables including the interest rates. He found
that interest rates has negative impact on the price of automobiles and concluded that since
interest rate has negative impact on the automobile sales, automobile manufacturers overcomes
this effect by reducing the selling price of automobiles.
Dotseyand Reid (1992)tested the effectiveness of interest rates, proxied for the monetary policy,,
and oil prices in economic activity for the USA and concluded that both tight monetary policy
and oil price increases are statistically related to the declines in economic activity. Beck (2003)
investigated the difference in consumers' responses to changes in the price of automobiles and
changes in the level of the interest rate for automobile loans in USA and found that consumers
respond to price changes rather than interest rate changes when purchasing a new automobile. His
estimation results showed that there is a statistically significant and negative relationship between
auto-demand and both interest rate and price variables. As expected, they found a positive and
statistically significant positive relationship between auto-demand and disposable income.
3. Empirical Model and Data
To examine the determinant of new vehicle registrations in the EU, the demand model which is
augmented with the macro-economic aggregates is described as follows:

ln NVit   0  1 ln Pit   2 ln CCI it   3 yit   4 iit   5 ln FPit   6 ln IPI it   7 ln XM it   it

(1)

where i stands for the EU country, t refers to time period, NV is new vehicle sales, P is price of
vehicles, CCI is consumer confidence indicator (consumer preferences), y is consumer’s
disposable income,i is interest rate,FP is fuel prices (diesel prices for the commercial vehicles,
gasoline prices for the passenger cars), IPI is industrial production, and XM is total trade.
For new vehicles, four particular segments are considered in the estimations. The number of new
registry for passenger cars (PC), light commercial vehicles (LCV) up to 3.5t - (excluding minibuses up to 3.5t), commercial vehicles (CV) over 3.5t - (excluding buses&amp;coaches over 3.5t),
heavy commercial vehicles (HCV) over 16t - (excluding buses&amp;coaches over 16t) were used for
the dependent variables.
The independent variable price is one of the variables that represents the price of vehicles. In
equation (1), the sign of the coefficient on the price is expected to be negative due to the demand
theory which postulates that the quantity demanded is a negative function of the price.
One of the important contributions of this study to the empirical literature is to determine the
sensitivity of the new vehicles sales to the consumer confidence indicator. Consumer confidence
indicators were formulated in the late 1940's by George Katona at the University of Michigan as
a way to include empirical measures of consumer expectations into the models of spending and
saving behavior. The demand model described above includes a measure of the consumer
confidence indicator to accounts for changes in consumers’ preferences due to the current
economic condition, recessions or expansions, which effect consumers' decision to buy a car.
Concerning the theory of demand, this variable can be used as proxy to measure the consumers’
preferences (Beck, 2003). With regard to the expected sign of the consumer confidence indicator,
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the views are not unambiguous about to what extent the consumer confidence affects the demand
of a good. On the one hand, a positive relationship is expected between new vehicle registration
and consumer confidence indicators due to fact that optimistic consumer confidence may
encourage consumers to make large expenses and to increase the tendency for borrowing. On the
other hand, pessimism may cause consumers to decrease their expenditures and to make more
strategic financial decisions.
The consumer income is one of the traditional determinant of a good consumed. The demand
theory assumes that an increase in demand for a good is positively associated with an increase in
consumer income. In this study, the growth rate of per capita income is used as a proxy for the
consumer income.
Another independent variable representing the price of automobiles is interest rate that is
included into the model to determine whether macroeconomic instability has any explanatory
power on the new vehicle registry in the EU member countries. As a durable good, it is expected
that the demand for vehicles is affected by the real interest rates. Accordingly, a negative
relationship between interest rate and vehicle sales is expected due to fact that higher interest
rates mean higher costs of borrowing for loans.
The fuel prices may be one of the important factors in explaining the fluctuations in new vehicle
sales. High oil prices are expected to be negative effect on the consumer demand for the vehicles.
According to Lee and Ni (2002), both the demand and supply of oil-sensitive industries are
affected after an oil price shock. They also emphasized that the vehicle industry is negatively
affected by oil price shocks and that the long run effects of oil price shocks will results in a
weakening demand for full-size cars or opting for alternative means of transportation.
It was hypothesized that worldwide economic conditions are expected to have impact on demand
for commercial vehicles. For the commercial vehicles, industrial production index and trade
volume were added to the models as independent variables to determine the effectiveness of
economic activities on vehicle demand. It is expected that there is a positive relationship between
demand for commercial vehicles and both industrial production and trade volume. It is expected
that the demand for the vehicles is expected to rise as the cargo transportation increases with the
growing economic activity in the sectors such as the construction, agriculture, chemical, mining
and service.
This study covers the monthly data spanning from January 1999 to August 2010 for 13 EU
countries (Austria, Belgium, Denmark, Finland, France, Germany, Greece, Italy, Netherlands,
Portugal, Spain, Sweden, and United Kingdom). The starting date of time period and the crosssectional dimension of the panel are restricted to availability of the variables in concern for the
EU countries. The monthly data for the new registration of vehicles, short-term interest rates,
harmonized index of consumer prices were obtained from EUROSTAT databank. To reflect
relative movements in the average aggregate price level for new vehicles, motorcars inflation is
measured by harmonized index of consumer prices (2005=100). We observe seasonal cycles in
the passenger cars and therefore the seasonally adjusted observations for this variable were used
in the analysis. The monthly observations for the consumer confidence indicators, industrial
production index, trade volume in goods were obtained from OECD databank. Trade volume
(export+import) was indexed by taking January 2005=100 as the base time. Since monthly data
for the growth rate of per capita income is not available for the countries in hand, the quarterly
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data for the growth rate of per capita income retrieved from OECD database and was transformed
to monthly observations by means of cubic spline interpolation method (PROC EXPAND
procedure in SAS). The fuel prices are measured as including taxes and duties and were obtained
from European Commission Oil Bulletin.
4. Methods and Findings
In order to search for the long-run relations among the new vehicle sales and their determinants
in equation (1), this study utilizes panel cointegration methods. The justification behind the use of
panel cointegration analysis is due to the fact that panel data methods are more powerful than
times series analysis since the panel data gets additional information from the cross-sectional
dimension in addition to the time series dimension.
In the first step of our empirical analysis, unit root properties of the series are investigated via
four panel unit root tests developed by Breitung (2000), Levin et al. (2000), Im et al. (2003), and
Hadri (2000). The panel unit root analysis indicates that while the variables of interest have unit
root in their level forms, they are stationary in the fist-difference form76. The unit root analysis
therefore implies that the variables may be cointegrated in the long-run, which provide a room to
continue the empirical analysis with the examination of the cointegration properties of the
variables.
To analyze the existence of the long-run equilibrium relationship among the variables in
question, several panel cointegration tests are developed in McKoskey and Kao (1998), Kao
(1999), Pedroni (1999). The test of McKoskey and Kao (1998) and of Kao (1999) strictly
assumes a homogenous panel cointegration vector for the panel. Pedroni (1999) relaxes this
assumption by allowing heterogeneous cointegration vectors among cross-sectional units of the
panel.
To test for the null of no-cointegration in the panel, Pedroni (1999) developed the seven
cointegration statistics which are asymptotically distributed as standard normal77. First, four
statistics are based on the within-dimension approach which pools the autoregressive coefficient
across different members for the unit root tests on the estimated residuals. The next three
statistics are based on the between-dimension approach which averages the individually
estimated coefficients for each member in the panel.
The results from the panel cointegration tests are reported in Table 1. The findings strongly
support that the new sales of commercial vehicles, light commercial vehicles, and heavy
commercial vehicles in the EU are cointegrated with the prices, the consumer confidence index,
the interest rate, the real income growth, the diesel prices, the industrial production, and the trade
76See Pedroni (1999) for further details and mathematical representation of the statistics.
77Single-family homes are unattached houses and townhouses, including individually owned and
operated housing units as well as single-family townhouse condominiums. Currently, some 66 percent of
all U.S. housing consists of single or one-family homes (Listokin, D. and Burchell, R.W., Housing (shelter),
Microsoft® Student 2009 [DVD], Redmond, WA: Microsoft Corporation, 2008).
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volume. Similarly, the passenger car sales tend to be move together in line with the changes in
the prices, the consumer confidence index, interest rate, the consumer income, and the gasoline
prices. The existence of the cointegration relations is also implies that the short-run deviations
from the steady-state equilibrium in the estimated demand models for the vehicles are corrected
over time. Accordingly, the policy makers in the EU countries may not quickly react to the shortterm shocks to the new vehicle sales.
Table 1: Results for panel cointegration tests
Statistic

Commercial
vehicles (CV)

Light commercial
vehicles (LCV)

Heavy commercial
vehicles (HCV)

Passenger
Cars (PC)

6.02
-29.37
-30.71
-28.24

6.42
-21.94
-24.80
-22.14

5.92
-28.30
-29.52
-27.69

12.92
-27.37
-29.19
-22.99

-30.48
-35.20
-32.05

-23.79
-29.68
-26.88

-29.28
-33.64
-31.29

-28.63
-31.81
-27.01

Within-dimension
Panel v-stat
Panel rho-stat
Panel pp-stat
Panel adf-stat
Between-dimension
Group rho-stat
Group pp-stat
Group adf-stat

The critical value at 1 percent level of significance is 1.96 for panel v-stat and -1.96 for other statistics. All
the statistics are statistically significant at 1 percent level of significance.

The existence of the cointegration among the variables arises the question of to what extent the
explanatory variables influence the new vehicle sales in the long-run. To estimate the long-run
cointegration parameters, panel ordinary least squares (OLS), panel dynamic OLS (DOLS) and
panel fully modified OLS (FMOLS) have been extensively utilized. Since these estimators are
asymptotically equivalent, the choice among the methods depends upon their performance in
finite samples (Banerjee, 1999). Monte Carlo experiments carried out by Kao and Chiang (2000)
show that panel DOLS outperforms both panel OLS and FMOLS estimators. The recent Monte
Carlo study of Wagner and Hluoskova (2009) indicate that the panel DOLS estimator
outperforms both single- and system-equation panel cointegration methods. We therefore
estimate the panel cointegration parameters by the group-mean panel DOLS estimator developed
by Pedroni (2001). The panel DOLS estimator of Pedroni (2001) is flexible in examining crosscountry heterogeneity in the panel as well as in providing the mean value of the panel
cointegrationcoefficient.
Estimation of the cointegration parameters from the group-mean panel DOLS approach is
computationally simple that the following regression model is estimated with the OLS for each
member of the panel.

yit   i   i xit 

K ii



k   K ii

ik

xit k  it
(2)

wherey denotes the dependent variable, x is the matrix of the explanatory variables (lnP, lnCCI, i,
y, lnFP, lnIPI, lnXM), ∆ is the first–difference operator, -K and K are leads and lags to be
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N

ˆ *  N 1   i



i 1
determined. The panel cointegration parameter is constructed as
where i is the
cointegration parameter obtained from the individual OLS estimation of equation (2). Finally, the
N

associated t-ratio for the panel cointegration parameter is derived as

t ˆ *  N 1 / 2  t ˆ
i 1

.

The results for the panel cointegration estimations are reported in Table 2. Findings indicate that
although some of the cointegration parameters appear to be insignificant, they have the expected
signs. More specifically, while the commercial and heavy vehicles are negatively affected from
interest rates, they are positively associated with a rise in the industrial production and in the total
trade. For the light commercial vehicles, consumer confidence, income, and trade are found to be
significantly positive. When we turn the passenger cars, it is found that while the passenger car
sales are positively determined by the consumer confidence and the income,it is negatively
determined by the interest rates.
Table 2: Results for panel cointegration estimation
Commercial
vehicles
lnP
lnCCI
I
Y
lnFP
lnIPI
lnXM

-1.74 (1.47)
0.44 (0.73)
-0.04 (3.04) ***
0.06 (0.95)
-0.06 (0.74)
0.34 (2.38) ***
0.83 (3.40) ***

Light
commercial
vehicles
-0.26 (1.49)
1.16 (2.15) **
-0.01 (0.98)
0.05 (2.31) **
-0.43 (3.35)
0.90 (1.36)
0.30 (2.80) ***

Heavy
commercial
Vehicles
-1.23 (0.41)
0.10 (0.46)
-0.05 (3.36) ***
0.03 (0.11)
-0.19 (1.24)
0.46 (3.40) ***
1.20 (4.28) ***

Passenger
Cars
-0.06 (1.28)
0.75 (1.66) *
-0.01 (2.18) **
0.02 (1.97) **
0.05 (0.08)

Figures in parentheses are the absolute t-statistics. ***, **, * indicates the significance at 1, 5, and 10
percent level of statistical significance.

5. Conclusions and Policy Implications
In this study, we determine to what extent the economic variables affect the new vehicle sales in
the selected EU countries over the period January 1999-August 2010 by means of panel
cointegration analysis. The empirical results for the vehicles show that the vehicle sales are
strongly associated with higher industrial production and trade. For the passenger cars, we find
out that the passenger car sales are basically determined by the consumer preferences.
The panel cointegration analysis provides important implications about the vehicle sales in the
EU. First of all, the macro economic variables such as interest rate, industrial production, and
trade appear to be more pronounced factors in the fluctuations of the vehicle sales.

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                <text>Theobjective of this study is to determine whether economic factors (namelyprice, consumer  preferences, consumer income, interest rate, fuel prices, industrial production, and trade)have any  explanatory power on new vehicle registry in the EU member countries. To meet this objective, a  panel cointegration analysis was applied to the panel of thirteen EU countries for the time period  spanning from January 1999 to August 2010. This study concludes that while the vehicle sales in  the EU are determined by the macroeconomic factors instead of the factors in the demand theory,  the consumer preferences are impetuses for passenger car sales in the EU countries.  Keywords: newvehicle sales, demand theory, macro economic variables, EU countries, panel  cointegration,</text>
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                    <text>International Conference on Economic and Social Studies, 10-11 May, 2013, Sarajevo

Factors Influencing Buying Behavior on Daily Deal Sites
in Turkey
Hilal Asil
Fatih University, İstanbul, Turkey
hilalasil@gmail.com
Hilal Özen
İstanbul University, İstanbul, Turkey
hilalasil@fatih.edu.tr
The Internet is experiencing a new fashion in the last two years. Daily deal
sites have become popular also in Turkey like many other countries. They
provide daily discounted offers to the customers for various items. Most of
the people look at those sites for discounts before they start to work. This
new way of shopping becomes almost a habit for them. Those sites are
nearly a part of our daily lives. But, this means not that every person using
the Internet for shopping purposes prefers daily deal sites for purchasing
goods and services. There are some behavioral differences between
customers. The factors that initiate the buying process differ across
customers.
This study will try to investigate the factors that influence Turkish
consumers’ buying behaviors and satisfaction from daily deal sites in
Turkey. A model is proposed of the buying process in the online shopping
environment. Mostly price related constructs and the impulse buying
tendencies of online consumers will be used as predictors of buying
behavior. Satisfaction from daily deal sites is held a result of buying
behavior. Hypotheses will be developed according to the effects of the
factors on buying behavior and satisfaction from daily deal sites. The
hypotheses will be tested using multiple regression analysis. A survey will
be held through online daily deal site shoppers in Turkey who bought at
least one item using those sites in the last three months. Findings of the
study will be useful both for the academics and online retailers.
Keywords: Daily Deal Sites, Online Shopping, Turkey, Multiple Regressions

157

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                    <text>International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

Factors Influencing Buying Behavior on Daily Deal Sites in Turkey
Hilal Asil
Fatih University, İstanbul, Turkey
hilalasil@fatih.edu.tr

Hilal Özen
Istanbul University, İstanbul, Turkey
hilaloz@istanbul.edu.tr
Abstract
The Internet is experiencing a new fashion in the last two years. Daily deal sites
have become popular also in Turkey like many other countries. They provide daily
discounted offers to the customers for various items. Most of the people look at
those sites for discounts before they start to work. This new way of shopping
becomes almost a habit for them. Those sites are nearly a part of our daily lives.
But, this means not that every person using the Internet for shopping purposes
prefers daily deal sites for purchasing goods and services. There are some
behavioral differences between customers. The factors that initiate the buying
process differ across customers.
This study will try to investigate the factors that influence Turkish consumers’
buying behaviors and satisfaction from daily deal sites in Turkey. A model is
proposed of the buying process in the online shopping environment. Mostly price
related constructs and the impulse buying tendencies of online consumers will be
used as predictors of buying behavior. Satisfaction from daily deal sites is held a
result of buying behavior. Hypotheses will be developed according to the effects of
the factors on buying behavior and satisfaction from daily deal sites. The
hypotheses will be tested using multiple regression analysis. A survey will be held
through online daily deal site shoppers in Turkey who bought at least one item
using those sites in the last three months. Findings of the study will be useful both
for the academics and online retailers.
Keywords:Daily Deal Sites; Online Shopping; Turkey; Multiple Regression.

Introduction
The rapid change in the information and communication technologies today made
consumers begin to spend much more time on the Internet. Hence, the number of the
consumers’ online shopping activities is increasing day by day. According to the Interbank
Card Center (BKM) data, e-commerce in Turkey has grown14% in 2013 compared to the
same period in 2012 (BKM, 2013). On the other side, thisrevolution of the Internet has also
forced organizations to adapt their marketing, sale, distribution and promotion efforts into
the online environment. For retailers, these platforms represent a new marketing channel to
promote their products and services and to attract new customers (Krasnova et al., 2013).
Parallel to the developments in e-commerce, daily deal sites have become the latest
Internet enthusiasm, providing discounted offers to customers for various items and have
contributed to the transformation of the online shopping. This new concept is a growing
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�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

figure as a subset of online shopping, which has been also named as “private shopping” or
“exclusive shopping” and it is really like a closed loop at which only members can take the
advantage of deep discounts and high-end brands (Baybars and Ustundagli, 2011).
Membership is free, but in some cases to become a member to one of the deal sites a
person needs to be invited by another member.
There are a number of daily deal websites where users have to sign up to be able to buy
products at high discounts. Markafoni is the first website which applied the daily deal
model in Turkey, Trendyol and Limango are the followers in the Turkish online
market.After those three firms, the number and variety of daily deal sites are increasing
continuously (Ekonomist, 2011). Despite the rapid development of the private shopping
industry, research in this area appears to be insufficient. Thus, this paper represents an
attempt to find out factors affecting consumers’ shopping behaviors and their satisfaction
from daily deal sites, using a combination of data analysis and modeling.
Conceptual Background
Coupons and the promotions are widely studied by academics in the literature, but limited
research exists about daily deal sites which is also a new form of price promotion (Kimes
and Dholakia, 2011). Several concepts from the promotions literature are relevant to the
study of daily deals. Among these, consumers’ price consciousness, price mavenism, sale
proneness, coupon proneness which is price related constructs and impulse buying
tendency were examined in the context of this study.
Price Consciousness
Price consciousness is "the degree to which the consumer focuses exclusively on paying
low prices" (Lichtenstein et al., 1993; p. 235). The Internet itself is a very convenient
channel for price conscious consumers; because it reduces the search costs by providing
rapid access to information about products (Girard et al., 2003). Daily deal sites also
provide low price opportunities to customers. Price conscious consumers have a tendency
to find cheaper items and reduce their search cost. So, they may be more willing to shop
from daily deal sites. Therefore, it is expected in this study that price consciousness has a
positive effect on buying behaviors of online consumers.
H1: Price consciousness is positively associated with buying behavior from online daily
deal sites.
Price Mavenism
Some of the consumers may have a desire to be perceived as a "price maven" in their social
environment (Lichtenstein et al., 1993). By the definition provided by Yu (2008; 67), price
mavenism is explained as “the degree towhich an individual is a source for price
information formany kinds of products and places to shop for the lowestprices”. Price
mavenism concept could be accepted as the narrow interpretation of the market mavenism
concept (Moore et al., 2003). Because, where market mavens are known as a market
expert, price mavens are only focused on price information in a market. Price mavens are
mostly concerned with low price information in the market so that s/he could share this
with others. So, similar with price consciousness, price maven consumers could be more
willing to shop from daily deal sites that are mostly popular with low prices. It is expected

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�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

in this study that price mavenism has a positive effect on buying behaviors of online
consumers.
H2: Price mavenism is positively associated with buying behavior from online daily deal
sites.
Impulsive Buying Tendency
When consumers see an offer in the morning in a daily deal site they could buy the item
without thinking. In a study held by Sharma and Khattri (2013) they also found that most
of the e-shopping of the deals is taking place on impulse. So, the shopping made from daily
deal sites may be strongly related to impulse buying tendencies of consumers. This study is
also expecting a high relationship between those two constructs.
H3:Impulsive buying tendency is positively associated with buying behavior from online
daily deal sites.
Sale Proneness
Being on sale could be sometimes the foremost important reason for a consumer in order to
decide to buy a product. Yu (2008; p. 67) defined sale proneness as “"an increased
propensity to respond to a purchase offer when the price is presented in a discounted
form”. Lichtenstein, Ridgway and Netemeyer (1993) stated in their study that people
perceive sale prices more valuable than an equivalent price that is not presented in sale
form. The buying intentions of consumers and being sale prone was found to be positively
correlated in the literature (Alford and Biswas, 2002). In this study, it is also expected that
sale proneness has a positive effect on buying behaviors of online consumers.
H4: Sale proneness is positively associated with buying behavior from online daily deal
sites.
Coupon Proneness
Coupons are important promotional tools in some product categories (Swaminathan, Bawa,
2005). They are also being used in daily deal sites in order to attract consumers. When they
are offered a discount coupon after entering the website they become prone to use this
coupon. So, consumers who respond to coupon offers are called as “coupon prone”
consumers (Lichtenstein et al., 1990). Coupon proneness has a very similar rationale to that
for sale proneness and suggests that the perception of the price cue may also be related to
the form in which it is presented (Lichtenstein et al., 1993, p. 235). Coupon proneness is
like sale proneness and is consistent with the negative role of price which means that
higher prices result in lower purchases (Alford and Biswas, 2002). Lichtenstein et al.
(1990) define coupon proneness as “increased propensity to respond to a purchase offer
because the coupon form of the offer positively affects purchase evaluations”. This study is
claims that coupon proneness has also a positive effect on buying behavior.
H5: Coupon proneness is positively associated with buying behavior from online daily deal
sites.

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�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

Satisfaction
The satisfaction concept has an important position in marketing practice (Ho and Wu,
1999). Satisfaction from a retailer refers to consumers’ overall evaluation of the
organization based on their experiences with the organization (Park and Kim, 2003, p.18).
When the consumers are dissatisfied after a purchase behavior, they generally do not want
to try the same experience again from the same retailer or e-tailer. So, it can be said that
satisfaction is a key component for designing an online retail store (Liu et al., 2008). In
order to make customers repeat the purchase behavior e-tailers should try to satisfy them.
So, it is expected in this study that buying behavior has a positive effect on satisfaction.
H6: Buying behavior is positively associated with satisfaction from online daily deal sites.
Research Methodology
This study tries to analyze the effects of price related constructs and impulse buying
tendencies of online consumers on their buying behaviors from daily deal sites in Turkey.
Besides the effect of buying behavior on satisfaction will also be investigated.
Figure 1: Research Model

Price
Consciousness

Price
Mavenism

Impulse
Buying
Tendency

Buying
Behavior from
Daily Deal
Sites

Sale
Proneness

Coupon
Proneness

4

Satisfaction
from Daily
Deal Sites

�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

In order to test the research model, an online survey will be conducted. Respondents of the
survey will be online consumers in Turkey that have bought a service or a product from an
online daily deal site in Turkey in the last three months. A sample size of 400 online
consumers is targeted.
The price related constructs which are price consciousness’s, price mavenism, sale
proneness and coupon proneness will be measured using multiple items, five-point, Likert
scales ranging from strongly disagree to strongly agree. Similarly impulse buying tendency
and satisfaction from online daily deal sites will also be measured by multiple items.
Buying behavior from online daily deal sites will be measured by asking the amount of
money spent and the number of purchases made from an online daily deal site in the last
three months. The respondents’ demographic profiles (i.e. gender, age, income level,
education) will be also included in the survey.
After collecting the data, first of all the reliabilities and validities of the variables will be
analyzed. Multiple regression analysis is chosen in order to analyze the causal relationship
among variables in the research model. Those analyses will be held with the help of SPSS
18 statistical program.
References
Alforda, Bruce L. and Abhijit Biswas (2002), “The effects of discount level, price
consciousness and sale proneness on consumers’ price perception and behavioral
intentions”, Journal of Business Research, Vol. 55, pp. 775– 783.
Baybars, Miray and Elif Ustundagli (2011), “Attitudes toward Online Shopping from the
Aspects of Personal Characteristics and Shopping Motive through a Developing
Concept: Private Shopping”, International Journal of Business and Management
Studies, Vol. 3, No. 2, pp. 201-210.
BKM

(2013),
The
Interbank
Card
Center
Report,
http://www.bkm.com.tr/bkmen/istatistik/sanal_pos_ile_yapilan_eticaret_islemleri.asp

Available

at:

Ekonomist (2011), “e-Ticarette yeni trend tek ürüne odaklanmak”, Available at:
http://www.ekonomist.com.tr/eticarette-yeni-trend-tek-urune-odaklanmakhaberler/2491.aspx
Girard, Tulay, Pradeep Korgaonkar, and Ronnie Silverblatt (2003), “Relationship Of Type
Of Product, Shopping Orientations, and Demographics with Preference for
Shopping on the Internet”, Journal of Business and Psychology, Vol. 18, No. 1,
pp. 101-120.
Ho, Chin-Fu and Wen-Hsiung Wu (1999), “Antecedents of Customer Satisfaction on the
Internet: An Empirical Study of Online Shopping”, Proceedings of the 32nd
Hawaii International Conference on System Sciences.
Kimes, Sherly E. and Utpal M. Dholakia (2011), “Customer response to restaurant daily
deals”, SSRN eLibrary. Available at: http://ssrn.com/abstract=1925932.

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�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

Krasnova, Hanna, Natasha F. Veltri, Klaus Spengler, and Oliver Günther (2013), “ “Deal
of the Day” Platforms: What Drives Consumer Loyalty?” Business &amp; Information
Systems
Engineering.
Available
at:
http://link.springer.com/article/10.1007/s12599-013-0268-2#
Lichtenstein, Donald R., Richard G. Netemeyer, and Scot Burton (1990), “Distinguishing
Coupon Proneness From Value Consciousness: An Acquisition-Transaction
Utility Theory Perspective”, Journal of Marketing Vol. 54, pp. 54-67.
Lichtenstein, Donald R., Nancy M. Ridgway, and Richard G. Netemeyer (1993), “Price
Perceptions and Consumer Shopping Behavior: A Field Study”, Journal of
Marketing Research, Vol. 30, pp. 234-45.
Liu, Xia, Mengqiao He, Fang Gao and Peihong Xie (2008), “An empirical study of online
shopping customer satisfaction in China: a holistic perspective”, International
Journal of Retail &amp; Distribution Management, Vol. 36 No. 11, pp. 919-940.
Moore, Marguerite, Karen McGowan Kennedy, and Ann Fairhurst, (2003), “Cross-cultural
equivalence of price perceptions between US and Polish consumers”,
International Journal of Retail and Distribution Management, Vol. 31, No. 5, pp.
268–279.
Park, Chung-Hoon and Young-Gul Kim, (2003), “Identifying key factors affecting
consumer purchase behavior in an online shopping context”, International Journal
of Retail &amp; Distribution Management, Vol. 31, No. 1, pp. 16-29
Sharma, Nidhi Vishnoi, and Varsha Khattri (2013), “Study of online shopping behavior
and its impact on online deal websites”, Asian Journal of Management Research,
Vol. 3, No. 2, pp. 394-405.
Swaminathan, Srinivasan and Kapil Bawa (2005), “Category-specific coupon proneness:
The impact of individual characteristics and category-specific variables”, Journal
of Retailing, Vol. 81, No. 3, pp. 205–214
Yu, Shu-Fen (2008), “Price perception of online airline ticket shoppers”, Journal of Air
Transport Management, Vol. 14, pp. 66–69.

6

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                <text>The Internet is experiencing a new fashion in the last two years. Daily deal  sites have become popular also in Turkey like many other countries. They  provide daily discounted offers to the customers for various items. Most of  the people look at those sites for discounts before they start to work. This  new way of shopping becomes almost a habit for them. Those sites are  nearly a part of our daily lives. But, this means not that every person using  the Internet for shopping purposes prefers daily deal sites for purchasing  goods and services. There are some behavioral differences between  customers. The factors that initiate the buying process differ across  customers.  This study will try to investigate the factors that influence Turkish  consumers’ buying behaviors and satisfaction from daily deal sites in  Turkey. A model is proposed of the buying process in the online shopping  environment. Mostly price related constructs and the impulse buying  tendencies of online consumers will be used as predictors of buying  behavior. Satisfaction from daily deal sites is held a result of buying  behavior. Hypotheses will be developed according to the effects of the  factors on buying behavior and satisfaction from daily deal sites. The  hypotheses will be tested using multiple regression analysis. A survey will  be held through online daily deal site shoppers in Turkey who bought at  least one item using those sites in the last three months. Findings of the  study will be useful both for the academics and online retailers.  Keywords: Daily Deal Sites, Online Shopping, Turkey, Multiple Regressions</text>
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                    <text>Factors of E-Business Success: Comparative Analysis of Pik.Ba and
Market.Ba
Tarik Prušćanović
International Burch University
Bosnia and Herzegovina
pruscanovic@hotmail.com
Meliha Handžić
International Burch University
Bosnia and Herzegovina
meliha.handzic@ibu.edu.ba
Abstract: This study aims to provide a comparative analysis of two e-businesses operating in
sales and marketing sector in Bosnia and Herzegovina: pik.ba and market.ba. The first one is
highly successful and the other one is struggling to stay in business. The present study will try to
determine key differentiating factors that contributed to the current status of these two ebusinesses. A survey of customers’ perceptions and attitudes towards these e-businesses, as well
as their purchasing behaviors will be examined in order to detect any potential differences and
reasons behind those differences. It is expected that an improved understanding of the identified
e-business success factors will help to improve e-business design functionality, usability and
aesthetics. This should lead to the enhanced customer satisfaction and the ultimate business
success.
Keywords: e-business, e-commerce, sales, marketing, purchasing behavior.

170

�170

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HANDŽIĆ, Meliha</text>
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                <text>This study aims to provide a comparative analysis of two e-businesses operating in sales and marketing sector in Bosnia and Herzegovina: pik.ba and market.ba. The first one is highly successful and the other one is struggling to stay in business. The present study will try to determine key differentiating factors that contributed to the current status of these two e-businesses. A survey of customers’ perceptions and attitudes towards these e-businesses, as well as their purchasing behaviors will be examined in order to detect any potential differences and reasons behind those differences. It is expected that an improved understanding of the identified e-business success factors will help to improve e-business design functionality, usability and aesthetics. This should lead to the enhanced customer satisfaction and the ultimate business success.    Keywords: e-business, e-commerce, sales, marketing, purchasing behavior.  </text>
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                    <text>1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

Factors That Affect Life Values
“A Research on the Students of Suleyman Demirel University”
Đlker Hüseyin ÇARIKÇI
Assoc. Dr., Süleyman Demirel University, Isparta, Turkey
ihcarikci@iibf.sdu.edu.tr
Ahmet Sait ÖZKUL
asozkul@sdu.edu.tr
Sebahattin TAŞ
sbhttntas@hotmail.com

Abstract:This study aims to determine the life values profiles of the students of Suleyman
Demirel University according to demographic variables whether it changes. The theory part of
the research about life values is consist of Maslow, Rokeach, Hofstede and Schwartz Value
Theories. The domain of the research is 600 students from five different faculties of Suleyman
Demirel University. Gungor’s Life Values scale was used for questionnaire of the research.
First, the principal component analyses was applied to the scale. As a result, the life values
could be collected in three factors. Later, these factors were tested with the demographic
factors which were chosen. At the analyses, independent sample t test, One Way Anova and
principal component analyses methods were used.

Value Notion
Value notion was initially explained by famous social psychologist Milton Rokeach’s (1973)
expressions. Rokeach gave master assumptions about nature of human values preferential consideration in order
to make description on value. These assumptions are stated as follows:
1) Total number of values owned by an individual is relatively small.
2) Individuals undertake same values with different levels.
3) Organization of values eventuated in value systems.
4) Culture, society, associations and personality of the individual are effective in development of an
individual’s values.
5) Value’s importance outstands and evidently observed in every piece of social science’s spehere of
interest.
Rokeach defined value as “enduring belief that a specific mode of conduct or end-state of existence is
personally or socially preferable to an opposite or converse mode of conduct or end-state of existence” on the
basis of above assumptions. (Rokeach, 1973: 3,5)
Geert Hofstede (1980) who made broad intercultural research on values, expressed value as “a great
tendency towards preferring specific states than alternatives.”(Hofstede, 1980: 19)
Shalom Schwartz (1999) who performed considerable efforts on values, describes value as, “a social
actor which helps in choosing behaviours/actions, evaluating people, explaining behaviours/actions” and defines
as “desirable purposes serve as guiding principles within variable importance in the lives of people” (Schwartz,
1999: 24–25)
In other words, values defined as, “verbal representatives of master motivations approved by society.”
(Struch and others, 2002: 16–17)
Erol Gungor who is recognized by his studies on Values Psychology, defines value as, “belief respect to
anything desirable or unenviable.” (Gungor, 2000: 27)
Schwart defines the properties of values as follows.
1) Values are beliefs. But, they are not objective/not subjective/neutral and cold beliefs, they are
bonded/committed with strong feelings which are sometimes impasse/inevitable.
2) Values have motivational structure. Values contain desirable targets and they are about these targets
which people show strenuous efforts to achieve.
3) Values are the concepts which are upon specific movements/behaviours and occasions. Values are
metaphysical targets. This metaphysical structure differentiates values from concepts like norms and attitiudes
mostly related to special movements, objects or occasions.
4) Values lead in evaluating and selecting events, people, behaviour patterns and movements. This case is
the indicator of values serving as leading standards and criterias.

488

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

5) Values are arranged/lined up by comparative importance of a condition to another. These lined up values
network yields to value priorities to be formed. People’s value figure is a steady system of value priorities which
defines/describes/characterized them individually. Values’ hierarchical feature differentiate themselves from
norms and attitudes. (Schwartz, 2007)

Value Theories
Leading life theorists can be listed as, Abraham Maslow, Milton Rokeach, Geert Hofstede and Shalom
Schwartz.
Maslow told that needs and values are in relation one another hierarchical and developmental in terms
of power and priority. According to Maslow, needs are values. He said that the only value that every single
person wants to attain is to actualize oneself. According to Maslow’s postulate, if the needs at lower levels are
met/satisfied, the higher needs are conspicuous. As it is specified above, together with the thought Maslow had
that the condition that person is in at that moment without realising a new need is the most important need while
he was representing that some of the factors may influence for good. (Oishi and others, 1999: 981; Malka and
Chatman, 2003: 744)
Rokeach emphasized that values can be categorized as instrumental and terminal. According to
Rokeach, terminal values are classified as individual-centric/subjective (intrapersonal) values and societycentric/social (interpersonal) values. He specified that this classification that he spoke out can be in the form of
interpersonal and transpersonal, and he specified the distinction of these two forms, as an example; personal
purpose expressions like person’s peace of mind and salvation are transpersonal values, on the other hand,
communal purpose expressions like world peace and fellowship are interpersonal values. (Rokeach, 1973: 7-8)
According to Hofstede, values also have two features; intensity (importance level) and direction (what it
implies). He expressed that if an individual accepts a value, these features have great importance to respond the
questions in the subject of how much this value is important for him and to what level it is suitable for that
individual. According to Hofstede, reason for the individual to determine some behaviours as good and some as
bad is resulting from the characteristic of the values’ direction/orientation and people differentiate in terms of
intensity or direction or both. Hofstede set off this with an example. According to him, the money is important
for the one who heeds/adopts Holy Book-Bible (intensity), nonetheless having less is important than having a
lot of (Direction). According to present day’s values, money is still important (Intensity), but it is important that
the money is a lot not the less (Direction). However, money is no consideration for some people (Intensity).
(Hofstede, 1980: 20)
Schwartz told that the content which abstracts values are the motivational purpose types that values
signify, and he assumed that value types result from three universal requirements. He declared these basic
assumptions as,
1) Biologic reasoned basic requirements of individudal’s organism,
2) Social interaction requirements among individuals,
3) Social requirements which provide continuity and affluence of societies and groups (Roccas and others,
2002: 790)
As a reply to the question, “What are the basic contents of the values?”, Schwartz expressed that
universal requirements of human existence form the basis of the values. (Bardi and Schwartz, 2003: 1208)
Schwartz expressed that societies and individuals represent their universal requirements consciously
which they should overcome. (Ros and others, 1999: 51)

Students’ Point of Vıew on Life and Work Values
Life values of the students, who have many expectations from daily life and working life, is the main
subject of the research. In this study, life values of university students were tried to be profiled and the subject of
which values the students give the most importance was accentuated.
Model of the below study’s hypothesis is seen as:
Model of Research Hypothesis
Demographic Factors
Life Values
Gender
Ideal Values
High School
Faculty
Belief Values
Class
Birth Place
Economic Values
Resident Area

489

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

Cosmos of the research is Undergraduate and Associate Degree students of Suleyman Demirel
University in 2006–2007 Fall and Spring Semester. %1-%2 of the students of Suleyman Demirel University
participated in this research. A fixed number of scale of Life and Work Values handed out to 750 students with
the criteria of academic unit (Faculty/MYO) and gender differences and 600 of them filled out the survey and
took part in the implementation. Because the non-proportional quota sampling model has been applied, 120 each
person has been selected from each faculty. 60 each person from both first and senior classes from each faculty
has been selected. 300 each person has been selected as in equal for the number of female and male students.

Findings of the Research
1.

Reliability Analysis: Reliability coefficient for life values scale in Cronbach-Alpha personal
consistency analysis was 0,8295 and N: 573.
2. Life Values Factor Analysis
According to the results obtained from life values scale, factors were formed and they were called upon
the predominance of the topics.
Calling of Life Values Factors
Factor 1: Ideal Values (Total Variance Contribution: % 26,088)
1) Provide equity
2) Fight for Independence
3) World in which ignorance purified
4) Help People
Factor 2: Belief Values (Total Variance Contribution: % 22,900)
1) Purification of sins
2) Achieve eternity-beyond
3) Peace in conscience
Factor 3: Economic Values (Total Variance Contribution: % 16,728)
1) Economic independency
2) Live in easy circumstances
As it is stated at the first factor, political and notional statements that person wants to do/achieve/fulfill
priority consideration in life, and in general, because it reflects the ideals not the realities first factor is called as
Ideal Values. Because the second factor emphasizes the spiritual feelings and belief dimension of an individual,
it is called as Belief Values. In the last factor, individual’s eagerness to economic independency and desire to
live in easy circumstances to be monitored so it is called as Economic Values.
3.

Life Values of Demographic Factors
In this section, whether there’s difference or not of demographic factor groups over on life value factors
in terms of attitudes of students was researched. Relations between demographic factors and variables added up
under the name of examined factors that were stated before with the applied analysis. All hypothesis has been
developed in this context.
Gender and Life Values
• Gender-Ideal Values
Independent Samples Test
Levene's Test for
Equality of Variances

F
SIYASI1

SIYASI2

TEORIK2

SOSYAL2

490

Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed

Sig.

1,382

,240

,534

,465

,203

,653

6,004

,015

t-test for Equality of Means

t

df

Sig. (2-tailed)

Mean
Difference

Std. Error
Difference

95% Confidence
Interval of the
Difference
Lower
Upper

-,704

596

,481

-3,801E-02

5,396E-02

-,1440

6,796E-02

-,705

593,748

,481

-3,801E-02

5,395E-02

-,1440

6,794E-02

-,260

593

,795

-1,247E-02

4,788E-02

-,1065

8,157E-02

-,261

588,959

,795

-1,247E-02

4,788E-02

-,1065

8,156E-02

,506

595

,613

2,454E-02

4,854E-02

-7,08E-02

,1199

,506

590,318

,613

2,454E-02

4,853E-02

-7,08E-02

,1199

1,420

596

,156

6,893E-02

4,854E-02

-2,64E-02

,1642

1,419

581,009

,156

6,893E-02

4,856E-02

-2,65E-02

,1643

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

Sig. (2-tailed) values of all variables are above 0,05. This case shows that no difference is noted in
attitudes of students towards ideal values among gender groups. As a result, the hypothesis of “There’s no
difference in attitudes of SDU students towards ideal value variables as per gender groups.” is accepted.
Furthermore, the result of “Gender groups did not give rise to changes of attitudes in belief and economic
values” is seen by the applied analysis.
High School which was Graduated and Life Values
• High School – Ideal Values
ANOVA

SIYASI1

SIYASI2

TEORIK2

SOSYAL2

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
6,160
253,472
259,632
1,229
201,050
202,279
,703
208,604
209,307
1,262
209,347
210,609

df
6
591
597
6
588
594
6
590
596
6
591
597

Mean Square
1,027
,429

F
2,394

Sig.
,027

,205
,342

,599

,731

,117
,354

,331

,920

,210
,354

,594

,736

Sig. values of all variables except first one are above 0,05. No difference is noted in attitudes of
students towards ideal values among high school groups. In this case, the hypothesis of “There’s no difference in
attitudes of SDU students towards ideal value variables as per high school groups.” is accepted.
• High School-Belief Values
ANOVA

DINI1

DINI2

AHLAKI2

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
10,483
328,097
338,579
9,348
448,403
457,750
7,672
210,150
217,822

df
6
585
591
6
586
592
6
588
594

Mean Square
1,747
,561

F
3,115

Sig.
,005

1,558
,765

2,036

,059

1,279
,357

3,578

,002

Sig. values of all variables except variable DINI2 are below 0,05 at the table. This shows that there is
difference in attitudes of high school groups towards belief value variables. Graduates of Regular High School,
Super High School, High School in English language, Engineering High School are more sensitive than Science
High School graduates as per belief value factor variables. In this case, the hypothesis of “There’s difference in
attitudes of SDU students towards belief value variables as per high school groups.” is accepted.
• High School-Economic Values

491

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

ANOVA

EKONOMK1

EKONOMK2

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
2,248
417,333
419,581
1,968
255,379
257,346

df
6
590
596
6
591
597

Mean Square
,375
,707

F
,530

Sig.
,786

,328
,432

,759

,602

Sig. values of all variables are above 0,05. This shows that there is no difference in attitudes of high
school groups towards economic value variables. As a result, the hypothesis of “There’s no difference in
attitudes of SDU students towards economic value variables as per high school groups.” is accepted.
Faculty and Life Values
• Faculty-Ideal Values
ANOVA

SIYASI1

SIYASI2

TEORIK2

SOSYAL2

Between Groups

Sum of
Squares
3,905

df
4

Mean Square
,976
,431

Within Groups

255,728

593

Total

259,632

597

3,782

4

,945

Within Groups

198,497

590

,336

Total

202,279

594

3,871

4

,968

Within Groups

205,435

592

,347

Total

209,307

596

Between Groups

Between Groups

Between Groups

2,229

4

,557

Within Groups

208,379

593

,351

Total

210,609

597

F
2,264

Sig.
,061

2,810

,025

2,789

,026

1,586

,176

Sig. value of two variables is above 0,05 and for two of them it is below 0,05 at the table. When the
analysis checked, no difference is noted in attitudes towards ideal values as per faculty groups. In this case, the
hypothesis of “There’s no difference in attitudes of SDU students towards ideal value variables as per faculty
groups.” is accepted.
• Faculty-Belief Values
ANOVA

DINI1

DINI2

AHLAKI2

492

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
2,231
336,348
338,579
7,367
450,383
457,750
5,032
212,790
217,822

df
4
587
591
4
588
592
4
590
594

Mean Square
,558
,573

F
,973

Sig.
,421

1,842
,766

2,405

,049

1,258
,361

3,488

,008

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

Sig. value of two variables is below 0,05 and one variable’s value is above 0,05 at the table. This shows
that there is difference predominantly in belief values factors among faculty groups. Students of Engineering
Faculty and Economics and Business Administration Faculty are more sensitive than the students of Technical
Education Faculty and students of Business College are more sensitive than students of Engineering Faculty. In
this case, the hypothesis of “There’s difference in attitudes of SDU students towards belief value variables as per
faculty groups.” is accepted.
• Faculty-Economic Values
ANOVA

EKONOMK1

EKONOMK2

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
4,487
415,094
419,581
3,328
254,018
257,346

df
4
592
596
4
593
597

Mean Square
1,122
,701

F
1,600

Sig.
,173

,832
,428

1,942

,102

One variable’s Sig. value is below 0,5 and other is above 0,05 at the table. According to the results of
the analysis, a significant difference is not observed among faculty groups. In this case, the hypothesis of
“There’s no difference in attitudes of SDU students towards economic value variables as per faculty groups.” is
accepted.
Class and Life Values
• Class-Ideal Values
Independent Samples Test
Levene's Test for
Equality of Variances

F
SIYASI1

SIYASI2

TEORIK2

SOSYAL2

Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed

1,038

,040

2,746

,481

Sig.
,309

,841

,098

,488

t-test for Equality of Means

t

df

Sig. (2-tailed)

Mean
Difference

Std. Error
Difference

95% Confidence
Interval of the
Difference
Lower
Upper

,659

596

,510

3,557E-02

5,396E-02

-7,04E-02

,1415

,659

593,729

,510

3,557E-02

5,397E-02

-7,04E-02

,1416

-,120

593

,904

-5,751E-03

4,789E-02

-9,98E-02

8,830E-02

-,120

587,208

,904

-5,751E-03

4,789E-02

-9,98E-02

8,831E-02

-,737

595

,462

-3,576E-02

4,853E-02

-,1311

5,955E-02

-,737

591,151

,461

-3,576E-02

4,852E-02

-,1310

5,953E-02

,317

596

,751

1,541E-02

4,861E-02

-8,01E-02

,1109

,317

590,939

,751

1,541E-02

4,863E-02

-8,01E-02

,1109

Attitude difference is not noted between first classes and senior(last) classes for ideal values at the table.
Because all p values are above 0,05 and their group average is so close to each other. This case represents that
class groups do not set forth different attitudes among ideal value variables. As a result, the hypothesis of
“There’s no difference in attitudes of SDU students towards ideal value variables as per class groups.” is
accepted.

493

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

• Class-Belief Values
Independent Samples Test
Levene's Test for
Equality of Variances

F
DINI1

DINI2

AHLAKI2

Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed

Sig.

4,766

3,332

1,211

t-test for Equality of Means

t

,029

,068

,272

df

Sig. (2-tailed)

Mean
Difference

Std. Error
Difference

95% Confidence
Interval of the
Difference
Lower
Upper

-1,375

590

,170

-8,549E-02

6,217E-02

-,2076

3,661E-02

-1,377

574,124

,169

-8,549E-02

6,210E-02

-,2075

3,647E-02

-,966

591

,334

-6,980E-02

7,222E-02

-,2116

7,205E-02

-,967

577,980

,334

-6,980E-02

7,217E-02

-,2115

7,194E-02

-,766

593

,444

-3,807E-02

4,967E-02

-,1356

5,948E-02

-,766

592,974

,444

-3,807E-02

4,966E-02

-,1356

5,947E-02

Sig.(2-tailed) values of variables at the table are above 0,05. This represents that there is no attitude
difference among belief value variables as per class groups. As a result, the hypothesis of “There’s no difference
in attitudes of SDU students towards belief value variables as per class groups.” is accepted.
• Class-Economic Values
Independent Samples Test
Levene's Test for
Equality of Variances

F
EKONOMK1

EKONOMK2

Equal variances
assumed
Equal variances
not assumed
Equal variances
assumed
Equal variances
not assumed

,154

11,229

Sig.
,695

,001

t-test for Equality of Means

t

df

Sig. (2-tailed)

Mean
Difference

Std. Error
Difference

95% Confidence
Interval of the
Difference
Lower
Upper

1,795

595

,073

,1230

6,855E-02

-1,16E-02

,2577

1,795

591,740

,073

,1230

6,856E-02

-1,16E-02

,2577

2,609

596

,009

,1394

5,344E-02

3,449E-02

,2444

2,608

583,728

,009

,1394

5,346E-02

3,444E-02

,2444

First variable’s p value is above 0,05, second variable’s p value is below 0,05 at the table. When T
values are checked, first classes are more sensitive to economic values than senior(last) classes. This case shows
that there’s attitude difference towards economic values among class groups. As a result, the hypothesis of
“There’s difference in attitudes of SDU students towards economic value variables as per class groups.” is
accepted.
Place of Birth and Life Values
• Place of Birth-Ideal Values

494

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

ANOVA

SIYASI1

SIYASI2

TEORIK2

SOSYAL2

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
2,645
256,784
259,430
1,539
200,572
202,111
4,668
204,078
208,746
2,432
207,991
210,423

df
7
588
595
7
585
592
7
587
594
7
588
595

Mean Square
,378
,437

F
,865

Sig.
,534

,220
,343

,641

,722

,667
,348

1,918

,064

,347
,354

,982

,443

No difference is noted from the table among the students who came from different regions. Reason for
this is, Sig. values of all statements are above 0,05. This represents that despite birth places are different, student
groups do not set forth different attitude among ideal value variables. As a result, the hypothesis of “There’s no
difference in attitudes of SDU students towards ideal value variables as per place of birth groups.” is accepted.
Moreover, the analysis shows that there’s no difference in attitude towards belief and economic values among
place of birth groups.
Place to Live and Life Values
• Place to Live as of now-Ideal Values
ANOVA

SIYASI1

SIYASI2

TEORIK2

SOSYAL2

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
12,185
247,143
259,328
4,880
197,147
202,027
3,025
205,960
208,985
9,038
201,292
210,329

df
5
589
594
5
586
591
5
588
593
5
589
594

Mean Square
2,437
,420

F
5,808

Sig.
,000

,976
,336

2,901

,013

,605
,350

1,727

,126

1,808
,342

5,289

,000

Although one variable’s Sig. value is above 0,05, three variables’ value is below 0,05. This case is the
indicator of having difference predominantly in ideal values factors among place groups. Students staying at
dormitories or at parent’s place are more sensitive to ideal values than the ones staying alone. In this case, the
hypothesis of “There’s difference in attitudes of SDU students towards ideal value variables as per place to live
groups.” is accepted.

495

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

• Place to Live as of now-Belief Values
ANOVA

DINI1

DINI2

AHLAKI2

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
6,351
331,537
337,888
28,537
426,385
454,922
3,629
213,491
217,120

df
5
583
588
5
584
589
5
586
591

Mean Square
1,270
,569

F
2,234

Sig.
,050

5,707
,730

7,817

,000

,726
,364

1,992

,078

First variable’s Sig. value is 0,05, although second variable’s Sig. value is below 0,05, one of those
variables’ value is above 0,05. This case is the indicator of having difference in belief values factors among
place to live groups. Students staying at dormitories, at parent’s place, with friends and at other places (guest
house, etc.) are observed to be more sensitive than the ones staying alone. In this case, the hypothesis of “There’s
difference in attitudes of SDU students towards belief value variables as per place to live groups.” is accepted.

• Place to Live as of now-Economic Values
ANOVA

EKONOMK1

EKONOMK2

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
5,674
412,765
418,439
2,848
253,831
256,679

df
5
588
593
5
589
594

Mean Square
1,135
,702

F
1,617

Sig.
,154

,570
,431

1,322

,253

All variables’ Sig. values are above 0,05. This represents that students within place to live groups do not
set forth different attitudes to economic value variables. As a result, the hypothesis of “There’s no difference in
attitudes of SDU students towards economic value variables as per place to live groups.” is accepted.

Results
Acording to the results of the research, the relation with Life Values and Demographic Factors is as
follows.
• A result with attitude difference is not seen in terms of grouping between life values and gender factor.
Male and female students do not show different attitudes in life value factors like; Ideal, Belief and Economic
Values.
• Where the hypothesis was set as differing in high schools types-engage very important place for education
in the life of students- may have effect in value judgements, the achieved results represent the difference in
grouping. As a result, there is difference in attitudes towards life values among high school groups.
• According to the analysis results about life values could be commented in a different way as per the cases
of faculty groups, it can be said that there is difference in point of view. Results like differing in being educated
in separate faculties have effect on belief values which is a factor of life values.
• According to the test results about different attitudes may occur in life values in terms of being educated in
first grade or senior(last) grade, it can be said that there is difference in point of view. It is observed that there is

496

�1. International Symposium on Sustainable Development, June 9-10 2009, Sarajevo

attitude difference only in economic values in terms of differences of classes of the students. Based on this case,
it is observed that first grade students are more sensitive than senior(last) grade students to economic values.
• A result with attitude difference is not seen in terms of grouping between life values and birth place factor.
• According to the hypothesis test results, where the hypothesis was set as, if selected places where the
students are staying cause any differences on their thoughts for life values or not; it is observed that there is
difference in attitudes towards the subject of Ideal and Belief values which have the most highest and second
highest variant value of the students’ life values. With these factors, it is observed that the students, staying at
dormitory or with parents, are more sensitive to ideal values than the ones staying alone. It is observed that the
students, staying at dormitory, with parents, with friends and other places (guest house, etc.) are more sensitive
to the factor of belief values than the ones staying alone. It is observed that the students who are staying alone
are showing dissimilar attitude than other groups in both factors. Circumstances/environment of the place to live
may effect individuals’ point of view to life. As a result, the places where students are living as of now cause
differences in attitudes on life values.

References
Bardi, A. ve Schwartz, S. H., “Values and Behavior: Strength and Structure of Relations”, Personality Social Psychology
Bulletin, 29, s: 1207-1220, 2003.
Güngör, E., Değerler Psikolojisi Üzerine Araştırmalar, Đkinci Baskı, Ötüken Yayınevi, Đstanbul, 1998.
Hofstede, G., Culture’s Consequences: International Differences in Work-Related Values, Sage Publications, London 1980.
Malka, A. ve Chatman, J. A., “Intrinsic and Extrinsic Work Orientations as Moderators of the Effect of Annual Income on
Subjective Well-Being: A Longitudinal Study”, Personal Social Psychology Bulletin, 29; 737, 2003.
Oishi, S., Diener, E. F., Lucas, R. E. ve Suh, E. M., “Cross-Cultural Variations in Predictors of Life Satisfaction: Perspectives
from Needs and Values”, Personality and Social Psychology Bulletin, 25, s: 980, 1999.
Roccas, S., Sagiv, L., Schwartz, S. H. ve Knafo, A., “The Big Five Personality Factors and Personal Values”, Personal Social
Psychology Bulletin, 28, s: 790, 2002.
Ros, M., Schwartz, S. H. VE Surkiss, S., “Basic Individual Values, Work Values and The Meaning of Work”, Applied
Psychology: An International Review, 48 (1), s: 49–71, 1999.
Schwartz, S. H., “A Theory of Cultural Values and Some Implications for Work”, Applied Psychology: An International
Review, 48 (1), 23–47, 1999.
Schwartz,
S.
H.,
“Basic
Human
Values”,
Theory,
Methods
and
http://dpms.csd.auth.gr/emplak/Schwartzpaper.pdf (Date: 23 Mart 2008, Saat: 00:58)

Aplications,

An

Overview,

Rokeach, M., The Nature of Human Values, Free Press, New York, 1973.
Struch, N., Schwartz, S. H. ve Kloot, W. A., “Meanings of Basic Values for Women and Men: A Cross-Cultural Analysis”,
Personality and Social Psychology Bulletin, 28, 2002.

497

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                    <text>Journal of Economic and Social Studies

Farmers Inclination to Adoption of Mobile Phone
Agriculture Information and Trade Systems in Pakistan
Muhammad Rehan Shaukat
College of Applied Sciences, Rustaq
Ministry of Higher Education
Sultanate of Oman
mohammedrehan.rus@cas.edu.om
Iqtidar Ali Shah
College of Applied Sciences, Salalah
Ministry of Higher Education
Sultanate of Oman
iqtidar.sal@cas.edu.om
Abstract: This research studies three aspects relating to farmers Keywords: Agriculture,
readiness for the proposed mobile phone information and trade Information System, Mobile,
system (MAITS) namely (a) farmer readiness to adopt newly Pakistan, Readiness, Technology

proposed mobile information and trade system (b) key factors that
affect farmers mobile decision support systems (c) farmers readiness
to connect with mobile enterprise networks. These were
investigated using a qualitative research method. After a careful
selection of a set of questions, interviews were conducted with
selected farmers from four cities of Pakistan including Lahore,
Faisalabad, Vehari and Khanewal. The analysis revealed that
farmers readiness to embrace new mobile phone information
systems requires maximum level of optimism and innovativeness
along with deal of the inhibiting factors which affect the readiness
state; inhibiting factors in MAITS adoption comprised of
uncertainty factors and current faulty existing system services; and
there has been a complete consensus among the farmers to practice
MAITS along with mobile decision support system because it can
help them in crop planning, farm inputs (seeds, fertilizer, sprays
etc), harvesting, transporting and trading. The findings of this
study will provide guidance to the relevant organizations when
considering readiness and barriers towards implementing of
MAITS. The results of the study will give insight to many
extension service and policy makers to understand what farmers
actually need.

JEL Classification: A1, Q00
Article History:

Submitted: 6 August 2013
Resubmitted: 16 November 2013
Resubmitted: 10 December 2013
Accepted: 13 December 2013

http://dx.doi.org/10.14706/JECO
SS11428
191

�Muhammad Rehan Shaukat, Iqtidar Ali Shah

Introduction
Pakistan is an agriculture country with seventy percent of its population living in
rural areas. The agriculture sector is an important sector contributing 50 to 60%
revenue to the national economy of the country and provides 50% of the jobs
(Khan, 2011). Almost half of labor earnings come from this sector and it is one of
the biggest sources of foreign exchange (Akhtar, 2007). The significance of
agriculture, despite the fact that country has faced adverse climate change, drought
and flash flood, has witnessed remarkable growth in the past (Thomas, 2011). A
tremendous increase in out-put of crops (per acre) was registered in 2009 till 2013
(Pakistan Today, 2013). Despite of good contribution of agriculture sector in the
economic development of Pakistan, the farmers are facing various challenges. There
are farmers who work hard throughout the year to get their crops ready, but when
the crops ready for selling, they face the problem of access to the retail markets and
buyers to get competitive market rates. Thus, the quality of goods and commodities
are affected and farmers are often paid lower market rates for their commodities.
This process puts farmers into a situation where they barely mange to pay off loans
which may have been taken for crop cultivation, and they end up with making little
or no profit.
Another key challenge is the location of the agricultural trade markets, which are
often located far away from the villages. Due to lack of availability of transportation,
it is very hard for farmers to take their goods to the market. When farmers are
offered a lower rate, they have no other choice but to sell their goods sometimes
without making any profit. Moreover, complicated procedures affecting agriculture
farming comprise, crop planning and selling in the market which requires greater
attention for farmers to choose the best route for them (Amjad, 2010). Similarly,
scarcity of funds for rural infrastructure which affects farm productivity and growth
is also one of the challenges. Moreover, the low literacy rate in the villages where
most of the farmers cannot read and write is itself a big challenge. The farmers do
not know how to access information using latest technology that could improve
yields to get better market rates for their harvested crops. The farmers mainly rely on
conventional information systems and are not familiar with the new technologies
such as use of IT, whereas farmers in developed countries have realized the
importance of information driven economies.
To address various challenges, the government of Pakistan has focused more on
research and development network which comprises of institutions such as the
192

Journal of Economic and Social Studies

�Farmers Inclination to Adoption of Mobile Phone Agriculture
Information and Trade Systems in Pakistan

Agriculture Research Institutes (ARI), Agricultural Universities (AUs) and
Agriculture Development Banks (ADB). The function of these set-ups in research
and extension services support activities is of immense importance. However, there
has been no major technological innovation which could give fresh momentum to
agricultural productivity levels. Inadequate extension services for trading, and limited
access to information further broaden the gap in the adoption of specific agricultural
technology which results in the poor yields of agriculture products or crops. In order
to achieve the higher levels of agricultural productivity, farmers must be equipped
with up-to-date information and decision support in the agricultural systems. This
has often been considered as the next step in modernizing agricultural setups. The
current levels of mobile phones and mobile-enabled information services in rural
areas could reduce information asymmetry and allow further awareness of the core
expertise within the extension services. In the Pakistani context, the impact of
mobiles as a mode of providing information for farming purposes would depend on
how effectively the proposed mobile phone information and trading system network
is embraced by the farmers in order to attain the market information. The impact of
technology can generate significant results on productivity of crops in terms of
increased returns by adapting changes in best practice for cropping patterns that
could improve yields and the better price information for agriculture inputs and
outputs which will make the farmer’s position better. Other non-price factors such as
information regarding farming inputs, seed quality, and adoption of modern
techniques are also crucial to enhance productivity.
In order to maintain the enhanced productivity levels and to resolve crop selling
hurdles like infrastructure limitations, distribution inefficiencies and the key factors
resisting the spread / gain, and considering the high usage of mobile phones in
Pakistan, the Government of Pakistan has shown immense interest by applying
telecom industry exemplary model of growth with agriculture sector. The
agricultural model can be more modified in a way that it can use
telecommunications and access its benefits. Today in Pakistan 72% out of total
telephone penetration rate is 119.9 million mobile users and Pakistan
Telecommunication Authorities (PTA) has begun encouraging the development of
indigenous based content on mobile/information and communication technology
provisions and set to offer any kind of support to benefit farmers by offering the
reliable and timely information (Saadia, 2012; Aziz 2012).
The objective of this study is to explore and evaluate farmer’s readiness and barriers
towards implementation of newly proposed mobile information and trade system
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(MAITS) in Pakistan. More specific objectives are to investigate a) farmer readiness
to adopt newly proposed mobile information and trade system (MAITS) b) key
factors that affect farmers' mobile decision support systems and c) farmers readiness
to connect with mobile enterprise networks.
The rest of the paper is organized as: after introduction, literature review has been
carried out followed by methodology. In next section, analysis and discussion has
been presented followed by findings. The conclusion of the study is given at the end
of the paper.
Literature Review
Despite a huge organizational setup by the government of Pakistan, the extension
services do not reach to the most of farmers because of the geographical scatter and
low motivation of the extension staff serving them (Siraj, 2011). Resultantly, this
affects the growth of agriculture sector. There are various government, private and
multinational organizations, as well as Non Government Organizations (NGOs)
working to empower the farmers by providing the necessary agricultural information
tools and inputs. However, the most striking cause which the farmer experiences is
the shortage of relevant information needed for taking befitting timely action.
Farmers are therefore disadvantaged and are unable to benefit with the existing
agricultural knowledge. To provide timely and relevant information to the farmers,
the government and some ICT organizations are planning to develop mobile phone
information and trading system (MAITS). The purpose of mobile information and
trading system is to create an information pool allowing access to farmers and to
provide them appropriate training, support and motivation, and also rewards to serve
the whole community in a productive way. The use of ICT in agriculture is not a
new attempt in Pakistan as almost every mobile operator has launched agriculture
associated services on partial basis (Siraj, 2011). For example, Telenor mobile
operator has provided “e-Mandi” (Urdu name for e-market) information which
consist only the rates of each agriculture commodity (Telenor, 2009).
The ICT technology still has not been diffused in agriculture in Pakistan. There is a
need to evaluate the readiness of farmers towards implementation of MAITS in
Pakistan. The term technology-readiness refers to people’s inclination to embrace
and apply novel technologies for accomplishing goals and objectives. It can be
viewed as an evaluation process of overall state of mind that determines a person’s
predisposition to make use of novel ideas by using those technologies
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(Parasuraman, 2000). Although new technologies are diffusing through different
segments of daily life at a much faster pace than ever before but on the other hand
other survey-based evidence have shown signs of growing technology adopter’s
frustration and disillusionment (Alsop, 1999). Though overall benefits of technology
is seen as prolonging the adoptive process - for instance, the automobile took 55
years to attain 25% share of the market, compare to the cellular telephones which
took only 13 years to reach the same level of market share (Berry, 1999).
The concept of ICT readiness has received very infrequent attention in the
literatures. Some studies have shown the evidence of higher level of technology
readiness generally leads to lower level of innovation risk with a greater successful
implementation outcome (Basole and Chao, 2004). A similar argument can be use
in the context of mobile ICT: higher levels of mobile ICT readiness leads to lower
technology risks and implementations that could also be successful. Individual
readiness is important in explaining and predicting about the inclination to adopt
new technology (Lin et al., 2007). Most of the models such as Technology
Acceptance Model (Davis, 1989) and Technology Readiness Model (Parasuraman,
2000) were originally established for evaluating people’s technology readiness or
technology adoption behavior in particular organizational environments (Lin et al.,
2007). People in work settings may unwillingly or reluctantly to adopt new
technology due to management influence. However, individuals or consumers in free
market settings are free to choose among conventional and mobile phones
information and trading systems. When people make their minds to use new mobile
information and trade system, they mutually create an e-service with the system but
do not hold ownership of the system (Siraj, 2011). According to Lovelock et al.
(2004), in e-service perspective, service provisions cannot be created separately from
the customers’ full contribution and participation explaining what they would like.
Likewise a similar input is required from Pakistani farmers. Farmer readiness
conceptualizes their general beliefs about technology, decision support factors and
enterprise readiness linked with their engagement in technology-based products and
services (Parasuraman, 2000; Basole and Chao, 2004; Basole, 2007). Indication of
evidence from the work done in the field confirm that all the readiness and decision
making factors are not enough to explain why farmers do not adopt new
technologies, such as mobile phones with agriculture information systems or trade
tracking systems.
Earlier research studies have developed different models/constructs/frameworks that
had critically focused on several success factors related to technology adoption
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decisions (Agarwal et al., 1997; Damanpour, 1991). Some focused on individual
technology adoption of technologies which combined theories of consumer behavior
and psychology. A variety of models have emphasized technology acceptance and use
by individuals and these investigations have provided key indicators to technology
adoption decisions. However, they do not describe organizational technology
adoption decisions essential for integration process (Legris et al., 2003). Other
researchers developed key dimensions of technology readiness (Basole, 2005) from
the domain of engineering management, information systems, organization behavior
and strategy, which has shown the different avenues of organizational adoption
decision making criterion very well in adopting those technologies. (Lai and Guynes,
1997; Tornatzky and Klein, 1982).
In the literature, the recent and the most suitable and popular methodologies
developed and adopted to evaluate the readiness of users for technology adoption
are: Technology Adoption Model (TAM) (Parasuraman, 2000) which include
optimism, innovativeness, discomfort and insecurity, Technology Readiness Index
(TRI) (Basole and Chao, 2004) which include timeliness, trust, information
richness, ease of use and Decisions Support Systems (DSS) (Basole, 2007) which
include technology readiness, further including data and information readiness,
process readiness, resource readiness, knowledge readiness, leadership readiness,
employee readiness values and goals readiness…
According to Basole (2007) any business entity itself passes through three phases
which evaluate the readiness which include; preparedness, potential and willingness
to adopt the mobile technology. A complete readiness assessment involves an
evaluation process across the three layers along eight readiness dimensions. The first
layer preparedness is assessed for all eight dimensions and refers to an organization’s
ability to adopt, distribute, and assimilate mobile information system. The second
layer potential is evaluated along the process, employee, and value and goals
dimensions which are aligned with organization’s processes, employee, and strategy
that could benefit from mobile information system. Third, willingness is assessed
along the employee and leadership dimensions that reflect the leadership and
employee attitudinal orientation towards adopting the mobile phone as a tool.
Basole (2007) further find out the eight modes of readiness (key parameters) in
evaluating specific aspects of readiness with actual information so that any company
or entity can test these dimensions to check the readiness level before introducing the
technology in their setup. These models include technology readiness, data and
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information readiness, process readiness, resource readiness, knowledge readiness,
leadership readiness, employee readiness and, value and goals readiness.
Methodology
In the literature, various methods have been adopted to evaluate the stakeholders'
readiness for technology adoption. To evaluate the farmers' readiness to adopt
mobile technology for agriculture development purpose, the following conceptual
framework has been developed from Parasuraman (2000), Basole and Chao (2004)
and Basole (2007) and adopted in this study.
Figure 1. Conceptual Framework for Evaluating Farmers Readiness for Technology
Adoption

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The following basic questions were designed on the basis of above framework.
• How ready are farmers to embrace the new mobile phone agriculture services
in Pakistan?
• What are the key factors in mobile decision support systems which affect
farmer readiness to adopt new mobile phone agriculture information and
trade systems?
• How ready are farmers to work with mobile enterprise networks after getting
agriculture services on their mobile phones?
The new proposed Mobile Phone Agriculture Information and Trade System
(MAITS) is a mobile phone information system which will provide important
market information to the farmers and traders about agriculture. The basic objective
of MAITS is to increase farmers' returns by providing various information about
agriculture activities including better price, better quality of seed, weather
conditions, better time for cultivation, better pesticides and fertilizers etc for
agriculture inputs and outputs which will make the farmer’s position better.
Data was collected from four important city of Pakistan including Lahore,
Faisalabad, Vehari and Khanewal using interview methods. The interview guide has
been developed (see Appendix). In order to get valid and reliable data, interview was
recorded from only those farmers who were listed by agriculture development banks
and agriculture research institutes. Twenty people including farmers (Progressive
Farmers, Economical Farmers and Small Farmers i) and agricultural experts were
interviewed. Interviews were conducted in local language Urdu and then translated
into English because English was not the first language of informants. The research
theme and the interview guide were sent to the informant a day prior of interview, so
interviewees have clear perception about the research and be able respond correctly.
A credit officer better known as a mobile credit officer from the Agriculture
Development Bank and a second officer from the Agriculture Research Institute
cooperated in conducting interview. A digital recorder was used to record all the
interviews in order to increase the accuracy of the data collected and to remain more
attentive to the informant.

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Analysis and Discussion
Technology Adoption Model (TAM)
In Pakistan farmers are aware of the new technology uses in their personal life.
Information is needed to cut down their problems related to agriculture. Different
interactions with the people give them an ability to appraise and appreciate use of
new technology whilst working in their fields. They use technology to produce more
crops and to get good offers from customers or market dealers.
According to the Expert of Horticulture and Parks Authority Development, “The
customers and market dealers are well informed about the results of promising
technologies and usually collaborate with those farmers who have adopted or a
considering adopting the new technology.”
The technologies effects are perceived to be promising – with greater understanding
of the use of these technologies it provides the users a greater insight into new modes
of thinking and processes in agricultural reform. In Pakistan, the farmers who use
technology perceived it to be more valuable than the other farmers who lack in it,
but were vaguely aware of it, According to the farmers, “latest technologies make the
life easier, save time and make easy and quick approach to other person /
organization &amp; departments.”
The accurate information, at precise times, at the exact place is important for the
farmers. However in Pakistan mostly there exists no complete set of mobility
information sources that travel with farmers. While they are in a field visit or in
markets for agriculture buying and selling, they use mobile phone for
communications. According to the Expert of Agriculture Research Institute “Phone
calls are not made for agriculture purposes. They are just made for normal gossips.”
Majority of farmers informed that farmers “use information from TV, radio and
newspapers.” One of the farmers who was using internet in field responded as
“internet made us aware of what is going around the world.” However, Agriculture
Research Officer (Expert) pointed out that farmers who are using this facility are
very small in number. According to a farmer, well-informed farmers consider them
more confident in discussing those issues which they learnt from media.
The media has created positive and negative impacts on farmers. The negative
impact is, the farmers are most of the time unknowingly mislead about the
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information and most of time they use partial information which put adverse effects
on their productivity. The information is needed for agriculture - physical
infrastructure, agriculture inputs and market information which make the farmer
rethink to look for sources of information rather than personal use. Their ambition
shows their future is connected through mobile phones that will provide them in
hand information to proactively manage their crops and trading. According to a
farmer “we can harvest our crops before the weather changes… rain or heavy
storms.” Some farmer doubt that this system may not be successful in Pakistan,
because of farmer illiteracy and middlemen influences. Farmers were found not
happy with existing extension services offered by government and private
organizations. Farmer concerns about extension services that “these services are very
limited and old fashioned and they are ready to adopt new technology which reduces
their time of information searching.” Most farmers are looking for more choices if
available so they are interested to know about mobile phone affects and its
progression in most of the fields of other sectors.
According to a farmer: “Simple! This is very helpful for us. From weather update
(information) we can plan our sowing, irrigation, spray of pesticides and use of
fertilizers… "We can compare our old varieties of crops with new one if mobile
company provide authentic yield of new variety… From market updates I can
manage the selling of my agriculture commodities.”
It is common behavior to know about people more familiar with new technologies
who have more information. They are the ones who are interested in latest
technology information and can especially handle high-tech products and services
without any further help. As they know a lot about working of technology and face
fewer problems as compared to those people who are not innovators. For evaluation
of farmer readiness it is necessary for farmers to have an innovative mind. The
farmer who intends to take risks is the only one able to use new proposed mobile
information systems. In Pakistan, Innovator type farmers prepare other fellow
farmers for new technologies. The prior type of farmers observes their surroundings
carefully in expectation to get latest ideas. They discover new ways of approaching
the technology and try them fitting to their exact situation or to see if that is relevant
to solve their specific problems - readiness state. All the way through this procedure,
many farmers during the interviews for the technology benefits made up their minds
to adopt latest ideas and latest methods of the systems. The similar response from the
farmer to urge for new information and their readiness level to act on it can identify
“man to man information… we go to different farmers and ask them that what
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should we plant and how?… On their provided information we act on the
information what they have told us to do.”
Farmer readiness to use technology is activated by causes or problems like pesticide
spray prices. Currently, the cost of fertilizer has increased to the level that some
farmers may not be able to afford to buy this. Thus, the use of information is
productive in different ways, a farmer responded as "the use of information has
equipped us with many skills… I would say farmers do not broaden their
exposure… otherwise there are lot of opportunities here… from which farmer can
easily increase the yield… for example there are some insects… if you use those
insects in your crops they kill the insects which are destroyer of the crops… now this
technology is available and at free cost… many farmers do not know about this.” In
similar case of mobile phones, these trends are proving farmers readiness to use
mobile phone in place of old and existing systems due to innovativeness.
Farmers think that when they are connected with agriculture world through mobile
phones, it will increase their knowledge about agriculture business and will impact
on other regions. The interviews data shows that the farmers want to learn new ways
in agriculture. Indeed, most of information transferred to them is only one sided.
Until the farmers do not put their wisdoms through innovativeness, the adoption of
mobile phone services will not occur. A farmer who was active participant of
different agriculture forums argued that “until we have a better communication with
other farmers, trainers, experts and organizations… then only we will be able to
understand about any new information… what presently is going on?... information
is one sided delivered and nobody encourages the discussions… we perceive
discussions facilities should be as far provided to us because we need sometimes to
clarify and rectify some terms… which we are unable to understand easily in one
go.”
Farmers have shown their issues regarding traditional agriculture systems as a weak
dispersal mechanism with a long search time, and incomplete levels of information
retrieval. There is no certainty of information be delivered on time. During
interviews farmers were found complaining about the current agriculture system
lacking especially about the technologies in government sector which are not fully
supporting them and how uncomfortable they were feeling in obtaining
information. Even use of technology by others brings discomfort to them.

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According to a farmer, “I go to them for soil test... they give me two weeks time…
and after that the results were recommended for the color land… they have
interchanged results with other farmer mistakenly.”
One farmer felt uncomfortable because as he stated he does not know exactly whom
to call in the case of emergency; who is the best person to get them the relevant
information? When farmers tried to call the consultants or advisors, they usually end
up with busy calls. Farmers suggest that there must be built in recording facility so
that their calls are recorded automatically on the consultant cell phones. According
to a farmer, “mostly when we are in field … we missed some information and not
able to completely understand what we missed or even convey concerns to the
relevant authorities.”
Farmer does not know exactly to whom to call in case of emergency. Who is the best
person to get them the relevant information? According to a farmer, “my crops were
attacked by… insects… the climate condition was helping to grow those insects in
no time but in this emergency state I was not able to get any help from anywhere.
Eventually as a last step I burned my crops. This was a big loss for me”
Most of farmers consider human involvements are too crucial in some farm
activities. They are reluctant to give information on mobile phones. Farmers are
skeptical in providing information, indeed if it actually gets to the right person in the
right location. One farmer said that “they do have to trust middlemen” and not see
any secure option to do any type of financial transactions via mobile. Some farmers
have put this as their deep concern that any deals, they do by machine should be
authenticated afterward in writing, “before this it was done by the middlemen.”
Farmers feel insecure shifting from traditional agriculture system to mobile phones,
while the limitations are the payment and lack of contact in the market. Farmers
perceive that they cannot rely on only mobile information systems; they have doubts
on the technology like the technology is too complex that how are we going to get
out our payments.
According to a farmer, “we get immediate payments from middleman, we do not
know how mobile phone will give us this facility, we cannot trust the services for
buying and selling purpose but we can trust in case if it's backed by the
government… banks.

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The proper information and standards should meet in any case. A number of
organizations from the government sectors provide the free information, but most of
farmers do not have access to this information sources. There must be some centers
which also check the communication flow and how these systems can respond
effectively. According to a farmer “most time when we are in the field… we know
when we have missed some information and are therefore not able to completely
convey the complete information or query… to the concerned authorities.”
Farmers hire people and do not use the technology by themselves in sensitive matters
where chances for damage are greater than the chances for enhanced productivity.
Few farmers responded as “to get rid of weeds there are special skills required, you
have to treat without damaging the main crop… sometime technology is dangerous
like you need unique skills to spray… same deficits are in mobile phone… how you
can be save from radiation effects.”
In traditional agriculture farmers face middlemen who charge the higher money
from them. According to a farmer, “the role of middle man is very dominant in our
market system. Sometime middle man earns more than farmers. It will be a great
change if we are able to get rid of these intermediaries. Surely the more profit I will
get from my produce…”.When farmers were asked about whether they like to
minimize or eliminate the role of middleman, few farmers responded as “this will be
miracle. The middle man provide us low market rate, take its percentage also. The
only creditability is the payment… He paid money within weak. If mobile company
opens its own purchase centre, payment guarantee, provide fair market rates, which
ultimately increase our profits more than the middleman… we appreciate the
elimination of the middleman.” Farmers only go or reach to the middleman when
they do not have investment to grow their crops, under hard pack circumstances.
Farmers are force to take loans from the middleman on their terms. Most of the
farmers have shown their willingness that if the mobile phone technology or the
MAITS system is associated with some banks or government department which give
them loans on the light terms and conditions they like to have it. According to the
expert opinion from the Agriculture Development Bank, “… for farmers who are
excited to use this new facility the service should be personalized and superior. The
mobile Agriculture should provide the access to farmer consistent, reliable, updated
information that is tailored for his use.”

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Technology Readiness Indicators (TRI)
The farmer’s decisions making factor has to be decided within time while it has been
noted through the interviews that farmers were indeed had the greatest concerned
about information timing. For, instance, deciding which mobile phone function is
important; a farmer says “time is critical factor… we perceive that instead of SMS
services… bear just little cost and just makes the phone call.”
The decision support system in current situation is working around information
from government, private companies and middlemen. Due to time factors and other
information sources tendency towards media habits are changing. According to a
farmer “…there are many agriculture programs aired on TV, radio… but due to our
presence in field… we do not have time to see it… now these programs are available
on CDs…which we purchase and watch according to our own available time slots…
The recording systems are expensive and complicated … so we just bring CDs and
watch it”
Few agriculture experts responded, "time factor varies from region to region, every
region has its own set of conditions... The timing of crops is different in each region
so mobile services must emphasize these implications on ground realities…
depending on region to region requirements.”
Most of the farmers which are connected to old modes of information technology
have information and time advantages. From the total interview sample, five farmers
responded that they through online sources identified the markets which were selling
commodities in the offseason “We get it in cheap rates”, a farmer stated.
The majority of farmers are showing the lack of trust in the new system suggesting
that both systems should run on parallel basis. According to a farmer, “…among
choosing old and new systems… I think MAITS should run parallel to traditional
systems... We cannot leave the tradition system in very beginning of the technology
diffusion… I think the system will be chosen on our goals basis... we can adopt any
system we like to facilitate our goals.”
Farmer’s attitude towards technology acceptance shows that trust plays a vital role in
the farmer’s decision making process. As stated above farmers trust the media
including TV, radio, newspapers but the amount of information provided is not
good enough to meet their requirements. Some complaint that they are able to get
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only basic information from old media – TV shows them the rate slides, radio
inform about specific advertisements and newspapers publish advertisements and
incomplete messages. Even personal source contacts fail to get complete information
in the name of business secrets, one farmer said “we collect the information from
different places but if it is available from a single source … we will be effectively
proceeding to crop planning… sowing to trading… easily.”
Most of the farmers do not agree that mobile phones would give complete
information. According to a farmer “…we do not know how a tiny device can cover
these all information needs.” According to experts the mobile phone can just provide
the immediate information and rest of information will be linked to other
technology sources like internet. According to the Expert of Associate Agriculture
Chemist, “even they get the information on mobile phone, they will not take the
risks and will opt for the other information sources… like as laboratory tests, rates.. ”
Detail explanation is required to change the understanding level of farmers. In
current traditional system farmers are informed about new varieties of crops through
seminars arranged by the mill owners. Thus, the information provided is according
to their research and requirements to which they can get crops from the farmers.
According to a farmer, “we are invited by various sugar making factory owners…
They provide us with the information about new varieties and ways for sugarcane
productions.”
Farmers know about the mobile phone uses to the extent of making phone calls and
some of them use SMS. Majority of them are using it for their personal uses only.
There were number of farmers who were using the mobile functions (MMS,
internet) more than calling and writing SMS. Farmers take the mobile phone as a
convenient technology device that is easy to use, easy to carry and from using it can
call any time with little effort as they already know its basic functionality. There are
some difficulties while using mobile phone such as many farmers get confused
during calls in which they are asked to press several buttons to talk to a customer
service representative. Instead of convenience, it becomes a time taking device.
According to some farmers “mobile phone technology is more convenient to talk
from any place and could get the information as well as pass on the information…
the demerits of mobile phones we cannot see the faces on the other side… some time
it is a time taking process to call companies and interact with automated message
systems… she ask us to press too many buttons… it just waste our too much time.”
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Decision Support System (DSS)
Farmers are willing to interact with technology. According to them “we need
interaction with the technology experts… they provide us information about
agriculture-related technologies and detailed information of different market
access… sometimes over internet… for example.”
Sometimes the infrastructure is available from a different funding agency which aids
the agricultural sector free of charge (Siraj, 2011), but farmers unfortunately cannot
get any information about these agencies because of lack of awareness of these types
of organizations. As one of the farmer responded that “recently, solar cell tube wells
(water production unit) were introduced in Pakistan and most of farmers do not
know about it or came to know late… it was already installed in other places with
other farmers.” Farmers also stated that access to the technological experts will make
them more knowledgeable to use the technology in agriculture sector and the
linkages with the industry will benefit all stakeholders in one go. Farmers perceive
that due to technological support they will be able to produce crops according to the
new innovations. A farmer from Khanewal responded as “I like to do the research…
I am planning to install a unit (factory) for energy drinks… yes these energy drinks
would be produced by natural ways… It contains lot of vitamins and calcium… I
need its formula to add flavor… I need the technology to produce it in canned
form…. I do not know where from I can take help about these, the mobile phone
services you are telling about if help I will adopt it.”
A farmer also pointed out that "the farmers have to go to different agents… the
worse of them is middlemen role… they give the loans on this promise made by
farmers... they will buy farm inputs form them… they will sell their crops to them
on fix rate… middleman is taking more advantages than the farmers… they are
getting profits out of farm inputs, standing crops… and where they sell forward…
from end buyers they charge this.” It is sometime difficult to get loans from
Agriculture Development Bank as there is long queue of farmers standing in the
waiting lists. Farmers have complaint that they have not able to get loans on time
According to them “they are biased in giving the debt money… they give big loans
to big land farmers… we have to always wait… mostly time mobile credit officers
are out for recovery in field.” The bank officials argued on this problem differently,
according to them they are always at the disposal of the farmer. Expert from
Agriculture Development Bank pointed out that “when the farmer come to us they
try to give them maximum leverage… sometime problem is face by us that the next
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sanction of loans are depended on the previous records of farmer… Farmers with
higher recoveries paid get more quickly and the farmers who are still not clear from
previous recorded loans have to give the justification to sanction new loans for
them… we have the databases but here staff more work manually as they do not
have access directly to databases… meanwhile after weeks of fieldwork they come
and enter their records through IT experts… which is also time taking factor… if
farmers are connected to the bank customer databases… they will be able to request
before coming to bank… By then we will check their records.”
Farmers encounter scarcity of labor and technical equipment at times crops are ready
for harvesting and sowing. According to some farmers “time management is very
important… the weather is not predictable… so the market… we need immediate
number of labor and technical assistance at the time of planting and harvesting the
crop…”. However, experts from Agriculture Research Institute and Agriculture
University informed that “the technical assets and labors are available from scattered
places. Farmer has to run after the individual need. This is the big waste of time.
Even they are not sure that they will be able to get them.”
Expert from Mobile Operator Company, farmers and expert from Agriculture
Development Bank informed that agriculture technical equipment being expensive is
not affordable by farmers and they have to rent that from either government bodies
or private sector. Farmers desired that there should be a database about renting
equipments for them. For better connectivity farmer should remain well-connected
through mobile phones with these networks to check the availability of related
resources.
Farmers keep changing patterns of producing crops, seeds buying and harvesting as
per the market conditions. For example, in case of high demand of sugar cane,
maximum number of farmers will produce the sugar cane in next year without
predicting the market demands. According to some farmers, ''we change our product
sales… naturally according to the rate variations. We delay products if prices are not
suitable… but in some case we are force to sell it… some grains are perishable which
are out of control… so we need other sources… which give us options to decide”.
Thus, farmers need different type of knowledge about the new technology
innovations needed in particular agricultural environment. Most of the farmers in
interview have recommended that the knowledge can be provided through different
sources like mobile social communities network and information mobile centers.
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One of the farmers said that “the training of mobile uses should be imparted in
schools adjacent to the villages. The children are quick with technology especially
new emerging technologies. They will pick the information quickly and educate
their elders about its significant uses.”
Overall, farmers have shown willingness to have greater knowledge than before. As
one of the farmer state “every day we are learning from our society… the knowledge
we retrieve is in raw form… we are unable to process it… if we can get systemized
knowledge… we will perform in more better way”.
An educated farmer responded to a question on leadership role in following manner:
“I have not faced any kind of problems, I am the member of different committees…
we represent farmers and gave suggestions about the current agriculture needs and
they consider our valuable suggestions… I have not experienced any kind of
problems in respect of technology and other agricultural innovations accessibility.”
Other farmers who do not have access to such networks stated: “they are biased and
they just provided the agriculture facilities to those with whom they have contacts”.
The day to day processes are long and farmers feel uncomfortable using those. One
of the farmers said: “they are such lengthy and time taking processes… irrigation
system is one of them, we have to wait for the water and due to non availability of
water sometime our crops growth gets affected… same effects come out from fake
fertilizers and insect killing sprays available in markets”.
Farmers also see agriculture processes of dealings, transactions, selling, seeding as
very complicated as one of the farmer responded: “If information is of the worth
which reduces cost and travelling then this will be appraised by the farmers". Expert
from Horticulture informed that farmers can go into more new processes of farming
like “tunnel farming is one of the skills related to agriculture technology which
farmers need to adopt this process should handle with very careful analysis of land
condition that best fit with the seeds this can only be done if the farmer has obtained
useful information to how to launch these processes”. Mobile phone should have
some packages that support the farmer more in detail to understand the information
more specifically. Thus, another farmer reflect like the process can be handle with
“…communities involvement in information and knowledge sharing will put better
impact” on our day to day engagements and procedures.

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�Farmers Inclination to Adoption of Mobile Phone Agriculture
Information and Trade Systems in Pakistan

Support for farmers for enhanced execution of processes that could give better
productivity or access to new emerging markets is very necessary to help them
achieve their goals because far too many bureaucratic blocks prevent some farmers
from operating in a free market enterprise like system. A farmer showing his
disappointment in information and other processes connectivity says that “we can
get information of international market but we are not able to get licenses and fulfill
the other requirements which are mostly time consuming, expensive and
complicated”.
It is noted with concern that majority of the farmers in Pakistan do not have the
potential to use mobile phones services. It is because of their disillusionment about
the technology that they have already presumed that is only for personal purposes. In
future they expect to change their attitude in adopting those technologies. As expert
from agriculture bank reflected that “we are seeing lot of changing pattern of
farmers… today farmer is having… of difference than they use to be in 5-6 years
ago… today farmer is willing to adopt the technology for their crops production…
most of farmers come to us and ask about new innovations of agriculture… we have
declared the model villages in all areas and urge farmer to go there… they get the
information and apply in their fields… They are now very successful in it”.
The overall readinesses of farmers for technology adoption are surmised in the
following table 1.
Table 1. Results of Farmers Readiness for Technology Adoption
Farmers
Readiness

Technology Adoption
Model (TAM)

Technology Readiness
Indicators (TRI)

Decision Support
System
(DSS)

Farmers
Willingness

Discomfort
Farmer see lack in
current information
system: Farmer feel
information is not
delivered on time:
Farmer could not call
anyone in case of
emergency: Farmer
when try to call
experience busy calls on

Technological
readiness
Farmer like to use
MAITS if it connects
with technical experts:
Farmer like to use other
networks through
MAITS: Farmer want
to know more feasible
technologies available:
Farmers want someone

Timeliness
Farmer see in time
information is crucial
for decision making,
use phone calls service
instead of doing SMS,
presume time factor is
changing their media
habits, time varies
region to region basis,
get cheaper
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�Muhammad Rehan Shaukat, Iqtidar Ali Shah
other side: Farmer
touring in field missed
a lot of information:
Farmers cannot read
messages: Farmers do
not have record facility
to store their messages:
Farmer retrieval
information is not
economical: Farmer got
general information
which is not of any use:
Farmer experience
absence of social
amenities.
Insecurity
Farmers doubt and
distrust MAITS:
Farmers like to interact
with humans rather
than MAITS: Farmer
believe payment
methods are not ensure
on mobile phones:
Farmers feel
transactions on MAITS
should be authenticate
after in writing also:
Farmers feels MAITS
model is too complex:
Farmer feel human
presentation skills are
more valuable than
MAITS:
Farmer feel MAITS
will not be successful
for longer period.

210

to tell them about new
Agri-related
technologies.

commodities in
offseason.

Resource Readiness
Farmers like to acquire
loans from financial
institutions: Farmer feel
more feasible sending
loan request before they
visit the source:
Farmer like to have easy
access to labor: Farmer
have to search labor
and technical assets
from different places:
Farmer require to
communicate
government bodies or
public sector companies
for necessary assistance
in resources
Knowledge Readiness
Farmer have the
knowledge of current
mobile phones
working: Farmer do
changes in their
patterns according to
known values: Farmer
like to know about
different available
options in using
technology innovations
in their field work:
Farmer desire to know
about the market rates:
Farmer can access the
basic knowledge of
MAITS uses in their
nearly training centers
Journal of Economic and Social Studies

�Farmers Inclination to Adoption of Mobile Phone Agriculture
Information and Trade Systems in Pakistan
Farmers
Potential

Farmers
Preparedness

Innovativeness
Farmer want to be a
first user of MAITS:
Farmer desire more
Agri-information than
others: Farmer can
handle MAITs
functions: Farmer
creative ability to apply
information differently:
Farmers are ready to
take risk to adopt
MAITS: Farmers
expect latest ideas:
Farmer interact in
community: Farmer
give advices to other
farmers: Farmer are
ready for change

Leadership Readiness
Farmer have a key role
in policy making of
Agriculture: Farmer
contact different higher
management officials in
order to register their
suggestions and
feedback: Farmers feel
the officer decisions are
biased: Farmer perceive
strategy makers must
do decisions on the
basis of root cause
situation

Optimism
Farmer knows mobile
phone benefits: Farmer
feel MAITS
convenience in use:
Farmer can use it in
flexible timings: Farmer

End-user readiness
Farmer support
MAITS system as
thinking change is
positive: Farmer feel
MAITS model is source
of relieve to them:

Process Readiness
Farmer think mobile
phone services must be
relevant to agricultural
processes: Farmer opt
for new processes in
agriculture sector:
Farmer understand
processes can be
improved through
communities
involvement: Farmer
cannot access
international markets
due to strict process for
licenses and other
government approvals

Information Richness
Farmers think
incomplete
information mislead
them, believe MAITS
system will not convey
complete message,
Farmer would not like
to get immediate
information form
MAITS: Farmer need
a detail explanation to
understand
information: Farmer
like information in
form of video, audio
and graphic wise
Ease of Use
Farmer perceive
technology will be free
of effort, understand
MAITS System is easy
to carry, experience
sometime mobile
phone complexities,
feel difficulty to talk
sometime without face
interactions

Trust
Farmer is resistant to
change due to MAITS
newness: Farmer do
not share relevant
knowledge in name of
business secret: Farmer
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�Muhammad Rehan Shaukat, Iqtidar Ali Shah
desire to have a new
agriculture technology:
Farmer can improve
their skills: Farmer’s
source of knowledge
and information:
Farmer can mold it
easily according to their
use: Farmer realize
other uses of mobile
phones than their
personal use: Farmer
understand demerits of
partial information:
Farmer well understand
the MAITS proposed
model: Farmers can
manage their crops
using this technology:
Farmer can sell and
purchase commodities,
farm inputs: Farmers
are not happy with
existing agriculture
system.

Farmer do not have
potential to use
technology due to
illiteracy and other
factors: Farmer are
frequent user of mobile
so be for MAITS

do trust in case they
got decision choices

Values and Goals
Farmer believe MAITS
will provide ways for
profit maximization:
Farmer through
MAITS will able to sell
and purchase their
commodities to
different markets

Findings
Mobile phone device perception to connect the other information enables farmer’s
efficient accessibility to new data and information sources not available easily. The
real-time option along with highly tailored information reflected Pakistani farmer
readiness to adopt the same system, as they are optimistic to real benefits of mobile
phone and well aware of implications these mobile phone will put in agriculture
sectors. As a result of the interviews, the views of the farmers tend to suggest use of
mobile phones in new ways for advancement in agricultural productivity increases
mobile-enabled information services. Pakistani farmers have mobile phones but
without agricultural information systems to take full advantage of information
sources required in their working life. The farmers want to access the technology
which they need the most. The farmers seem to be ready for the technology through
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�Farmers Inclination to Adoption of Mobile Phone Agriculture
Information and Trade Systems in Pakistan

innovation readiness for change. They do not have control over the technology.
Extensions services do not give details knowledge to understand by farmers.
Sometime Extension Service Provider believes that technology uses are not for use by
common farmer due to illiteracy factor. Farmers like to have less complex devices
and feel discomfort with extra functions. The farmers are unhappy from these
extension services as information provided to them is general and it is country or
provincial level information but not relevant to their specific local requirements.
Even though the farmers would like to get rid of middlemen and may be biased
information providing by companies. They still believe that this is a double ended
sword, adhering to a view from buyers' perspective that it is not possible to buy crops
or products for the whole year whilst farmers can only provide products on a
seasonal basis.
The timely available current and appropriate information helped farmers to make
decisions at specific times and locations. Furthermore, source and media
trustworthiness guide a farmer’s trust in information sources. The information
richness will convince farmers to trust the new sources of information.
Farmers perceive that information could be more understandable through mobile
phones if supported with audio, video or graphical explanations. Ease of use is
important to evaluate farmers’ perception towards usefulness of the technology. In
agriculture systems there is lack of technical support, physical infrastructure and
agricultural technologies related information. Farmer connectivity through mobile
phones would be feasible if existing and related networks were well established and
interconnected. The agriculture technical equipment being expensive is not
affordable by farmers and they have to rent that from either Government bodies or
private sector. Farmers desire that a data base be maintained for renting that
equipment on merit. For better connectivity farmer should remain well-connected
through mobile phones with these networks to check the availability of related
resources. Like other sectors, farmers dealing on mobile phone require to get help
from financial, human and technical assets providing networks. Due to the lack of
connectivity with financial institutions networks and other aiding agencies, farmers
some time face severe shortage of money which effects their crop production.
Currently farmers are taking loans either from Agriculture Development Bank in
Pakistan or they approach to the middlemen. The lack in financial resources is too
severe or is on such terms and conditions which is not convenient to farmers’ pocket.
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�Muhammad Rehan Shaukat, Iqtidar Ali Shah

Thus, farmers need different type of knowledge about the new technology
innovations needed in particular agricultural environment. Most of the farmers in
interview have recommended that the knowledge can be provided through different
sources like mobile social communities network and information mobile centers.
Farmers take the leadership role while they represent farmers in different networks.
Most of farmers state their good relationship and identify their role as policy maker
in Organizational level decision making for agricultural purpose. Expert says it is
necessary to take farmers on board for framing stable policies in agriculture sector.
The management support in decisions of technology adoption is important.
Farmers see the mobile phone information system success only if that fit to
agricultural processes. Farmers face long waiting processes like as crop planning,
seeding, purchasing of farm inputs, transporting, trading and loaning during
connecting different fellow farmers, middlemen or market dealers and sometime
mobile credit officers from Agriculture banks. The farmers perceive that in time
information helps in sorting out problems faced by them .Farmers consider
technology as a source of relieve, farmer will be in very clear position to plan for
crops variety, seeding to harvesting and transporting produce for selling.
In the farmer interviews, farmers show their ambition to get access to different
markets and mobile agriculture information system to (i) minimize the middle men
role and(ii) take maximum part and gain profits. To achieve their specific but
different values and goals they are expecting some breakthroughs. The crop
insurance facility, technical assets, sustaining competitive advantage, profit
maximization, time and cost savings in crop production are the key values for the
farmers to develop.
Research Implication
Farmer’s readiness to adopt mobile agriculture system revolves around mobile
decision making support and accessibility to different networks. Any factor missing
is prone to deviation from use of this technology. The analysis of the data retrieved
from the interviews has suggested, the evaluation of readiness is not only the final
place to decide whether farmers will adopt the new mobile information system or
not. It is associated with the attitude which comes from innovativeness, optimism or
inhibitor like discomfort which either helps farmers’ preparedness or unpreparedness
before replacing the existing system with the mobile information system. Thus,
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�Farmers Inclination to Adoption of Mobile Phone Agriculture
Information and Trade Systems in Pakistan

further analysis shows that potential to decide is related to farmers’ interaction
because of some problem or cause. In particular situation Pakistani farmers have
shown their unhappiness about the existing system.
So, to adopt the mobile phone is greatest reason for discontinuing use of the existing
system. Although farmers have a primary ability to assess the basic information, but
access in depth; the farmers need more prominent information sources which give
them the potential to properly assess the value of the new system. Thus,
preparedness, potential and generating value are the key factors which lead farmers
acquainted with other factors in readiness. Pre training involving demonstration,
seminars and other related activities are important to convince farmers for new
innovations in the field.
Research limitations
The research is limited to the primary data which has been collected from rural areas
adjacent to four cities of Pakistan. The research describes the opinion of different
farmers and experts from these four cities only. More suggestions could have been
gathered and added for Mobile phones Agriculture and Information systems
(MAITS) acceptance by including more farmers and retailers from other cities of
Pakistan as well. This research has evaluated the Pakistani farmer readiness for
adopting mobile phone information and trade system on the basis of different
dimensions quoted in literature. The method used is qualitative in nature. However,
a quantitative approach can be carried out using various quantitative methodologies.
It would be intriguing to establish a global model for the whole agriculture world
with all databases in technologies interconnected.
Conclusion
Pakistani farmers very well perceive the merits/demerits of mobile phone usages.
They have begun to realize other usages of mobile phones rather than restricting only
to personal uses. Thus, majority of the farmers are ready to manage crops, purchase
farm inputs and sell commodities through MAITS. The innovative farmers are
recognized because of their outward role advising other farmers. The current
amenities and informal communication structures have led the farmers to rethink
and opt for alternatives systems which could give value addition.

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�Muhammad Rehan Shaukat, Iqtidar Ali Shah

The overall conclusion is that farmers are ready to embrace new mobile phone
information systems. However, it requires maximum level of optimism and
innovativeness along with removal of the inhibiting factors which affect the readiness
state. The inhibiting factors in MAITS adoption comprised of uncertainty factors
and current faulty existing system services. There has been a complete consensus
among the farmers to practice MAITS along with mobile decision support system
because it can help them in crop planning, farm inputs (seeds, fertilizers, spray etc),
harvesting, transporting and trading.
The findings of this study will provide guidance to the relevant organizations when
considering readiness and barriers towards implementing of MAITS. The results of
the study will give insight to many extension service and policy makers to
understand what farmers actually desire.
References
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�Farmers Inclination to Adoption of Mobile Phone Agriculture
Information and Trade Systems in Pakistan

Interview Guide
1.
2.
3.

How the latest technologies of communication affect your life.
At present what type of communication technologies are you using?
Do you use mobile phone, what type of merit and demerit of cell phone do
you experienced?
4. Do you use mobile phone for only making calls or you also use it for SMS
or any other services.
5. From where you get the latest information about new technologies for crop
production. Is it easily available or you experiences difficulties?
6. Do you want to adopt new technology by which you can get all latest
information about crop production at your door step? How can u compare
this new method of getting the information with the old traditional one?
7. Do you like that a mobile company provide you all information starting
from sowing to selling, weather forecast, cost of fertilizers and pesticides,
new varieties at your door step. How much you will be benefited from this
new intervention.
8. Is the way of Government for the dispersal of agricultural related
information hinders or favors the adoption of Mobile phone information
systems? Do you agree with the government policy about agricultural like
supporting price of different crops? Whether you like to take this
information on your mobile phones?
9. If a mobile phone company eliminate/minimize the role of middle man and
it will increase you profit do you ready to adopt this system.
10. If Mobile phone information system increases the number of buyers of your
product and gives your information about, how to increase your profit by
going to various markets, what will be your degree of willingness to use the
above mentioned Mobile Phone information system?
11. If a mobile company provide you the information of the latest rate of crops
of different markets of the country, will it increase your profit and can you
able to sell your commodities there.
12. If a mobile company provide you all information at a nominal cost which
save your traveling cost to enquire information from different sources do
you adopt this, if no why.
(Follow up Questions)

219

�Muhammad Rehan Shaukat, Iqtidar Ali Shah

Progressive farmers: The farmer who run his form mechanically i.e. mechanized forming by
adopting latest agriculture technologies.
i

220

Journal of Economic and Social Studies

�</text>
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                <text>This research studies three aspects relating to farmers readiness for the proposed mobile phone information and trade system (MAITS) namely (a) farmer readiness to adopt newly proposed mobile information and trade system (b) key factors that affect farmers mobile decision support systems (c) farmers readiness to connect with mobile enterprise networks. These were investigated using a qualitative research method. After a careful selection of a set of questions, interviews were conducted with selected farmers from four cities of Pakistan including Lahore, Faisalabad, Vehari and Khanewal. The analysis revealed that farmers readiness to embrace new mobile phone information systems requires maximum level of optimism and innovativeness along with deal of the inhibiting factors which affect the readiness state; inhibiting factors in MAITS adoption comprised of uncertainty factors and current faulty existing system services; and there has been a complete consensus among the farmers to practice MAITS along with mobile decision support system because it can help them in crop planning, farm inputs (seeds, fertilizer, sprays etc), harvesting, transporting and trading. The findings of this study will provide guidance to the relevant organizations when considering readiness and barriers towards implementing of MAITS. The results of the study will give insight to many extension service and policy makers to understand what farmers actually need.</text>
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                <text>Fisheries are the fastest growing food production system in the world. Global  production has grown considerably in aquaculture and this disposition is being expected to  increase. In this regard, a new way of species search has commenced in aquaculture.  Aquaculture of Pangasius sp. has a significant place in this search among sustainable tropical  species.  Among other cultured species pangasius is the 4th most commonly cultured species in the  world after salmon, shrimps and tilapia. The tremendous potential of the pangasius sector  directs the attention of world fisheries market. In turkey, there is not a recorded pangasius  production data. There have been cultivated as a hobby for the aquarium fish.  In this study, information regarding general characteristics and production techniques of  pangasius fish has been presented and samples from around the world have been addressed.  The purpose of this research when the state and contribution of the genus pangasius, which  is accepted as fast growth, a significant food source for having high protein rate and being  able to adapt to various food diets, are considered, pangasius aquaculture in an aqua  environment suitable for its environmental demands is the contribution to the development  of fisheries. Also, it might be targeted to provide energy conservation and decrease the costs  of aquaculture by obtaining the necessary hot water supply from geothermal sources, which  have high potentials and which are sustainable, renewable and cheap.  Keywords: pangasius spp., pangasius catfish, aquaculture, sustainable aquaculture</text>
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                    <text>FARMING OF PANGASIUS FOR SUSTAINABLE AQUACULTURE
Müge Aliye Hekimoğlu
Ege University, Izmir, Turkey
muge.aliye.hekimoglu@ege.edu.tr
Yusuf Güner
Ege University, Izmir, Turkey
Sırma Yavuz
Ege University, Izmir, Turkey
Gülçin Akcan
Ege University, Izmir, Turkey
Fatih Güleç
Ege University, Izmir, Turkey
Keywords:Pangasius spp., Pangasius catfish, Aquaculture, Sustainable Aquaculture.
ABSTRACT
Fisheries are the fastest growing food production system in the world. Global production has
grown considerably in aquaculture and this disposition is being expected to increase. In this
regard, a new way of species search has commenced in aquaculture. Aquaculture of Pangasius
sp. has a significant place in this search among sustainable tropical species.

Among other cultured species pangasius is the 4th most commonly cultured species in the world
after salmon, shrimps and tilapia. The tremendous potential of the pangasius sector directs the
attention of world fisheries market. In turkey, there is not a recorded pangasius production data.
There have been cultivated as a hobby for the aquarium fish.
In this study, information regarding general characteristics and production techniques of
pangasius fish has been presented and samples from around the world have been addressed.
The purpose of this research when the state and contribution of the genus pangasius, which is
accepted as fast growth, a significant food source for having high protein rate and being able to
adapt to various food diets, are considered, pangasius aquaculture in an aqua environment
suitable for its environmental demands is the contribution to the development of fisheries. Also,
it might be targeted to provide energy conservation and decrease the costs of aquaculture by
obtaining the necessary hot water supply from geothermal sources, which have high potentials
and which are sustainable, renewable and cheap.

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                <text>FARMING OF PANGASIUS FOR SUSTAINABLE AQUACULTURE</text>
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                <text>HEKIMOGLU, Muge Aliye
GUNER, Yusuf
YAVUZ, Sirma
AKCAN, Gulcin
GULEC, Fatih</text>
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                <text>Keywords:Pangasius spp., Pangasius catfish, Aquaculture, Sustainable Aquaculture.  ABSTRACT  Fisheries are the fastest growing food production system in the world. Global production has grown considerably in aquaculture and this disposition is being expected to increase. In this regard, a new way of species search has commenced in aquaculture. Aquaculture of Pangasius sp. has a significant place in this search among sustainable tropical species.  Among other cultured species pangasius is the 4th most commonly cultured species in the world after salmon, shrimps and tilapia. The tremendous potential of the pangasius sector directs the attention of world fisheries market. In turkey, there is not a recorded pangasius production data. There have been cultivated as a hobby for the aquarium fish.  In this study, information regarding general characteristics and production techniques of pangasius fish has been presented and samples from around the world have been addressed.  The purpose of this research when the state and contribution of the genus pangasius, which is accepted as fast growth, a significant food source for having high protein rate and being able to adapt to various food diets, are considered, pangasius aquaculture in an aqua environment suitable for its environmental demands is the contribution to the development of fisheries. Also, it might be targeted to provide energy conservation and decrease the costs of aquaculture by obtaining the necessary hot water supply from geothermal sources, which have high potentials and which are sustainable, renewable and cheap.</text>
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