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	&#13;  

Journal of Economic and Social Studies

Performance of Moving Average Investment Timing Strategy
in UK Stock Market: Individual Stocks versus Portfolios

Muhammad Ishfaq Ahmad
Lahore Business School, The
University of Lahore
m_ishfaq452@yahoo.com
	&#13;  

Wang Ghohui
Liaoning Technical University
gsxy.wgh@163.co
	&#13;  

Mudassar Hasan
Lahore Business School, The
University of Lahore
mudassar.hassan@lbs.uol.edu.p

Ramiz Ur Rehman
Lahore Business School,
The University of Lahore
ramiz_rehman@gmail.com
	&#13;  
Abstract: This paper aims to test whether moving average (MA) investment
Keywords:	&#13;  Individual
Stocks, Higher Yields, and
timing strategy is applicable on individual stocks, portfolios formed from these
Sharpe Ratio.
stocks, or 	&#13;  both. Moreover, our objective is to compare the performance of MA

Anika Sattar
Liaoning Technical University
anikasattar@yahoo.com

Muneeb Ahmad
Liaoning Technical University
muneeb452@yahoo.com

strategy with a buy-and-hold strategy. The data on individual stocks listed on

JEL Classification: G10,

London Stock Exchange, United Kingdom (UK) is collected over the period

G11and D53

starting from December 31, 1999, through February 29, 2016. For the same
period, we use daily values of UK-DS Market-PRICE INDEX and 1-Month
Treasury bill rate. The paper follows Han et al. (2013) to peruse our
investigation. The study applies both MA and buy-and-hold strategies to
individual stocks and portfolios sorted by volatility. Since most results are
found insignificant, no evidence is found to support that one strategy is better

Article History
Submitted:	&#13;  17.4.2017
Resubmitted: 28.2.2018
Accepted: 18.5.2018

http://dx.doi.org/	&#13;  
10.14706/JECOSS17722

than the other when applied to individual stocks. However, trading behavior
and success ratios across groups provide mixed results, hinting slightly towards
the failure of MA strategy. The pervasive noise in daily stock return data is
the reason why MA strategy consistently produces insignificant results.
Moreover, when applied to volatility-sorted portfolios, MA strategy
substantially beats buy-and-hold strategy by yielding higher average return
and risk-adjusted returns, lower standard deviations, large-and-positive
skewness and Sharpe ratios, and much success ratios across portfolios. Both for
individual stocks and portfolios, dynamics of returns and especially trading
behavior suggest that the performance of MA strategy decreases with rising lag
lengths, meaning MA signal weakens for a longer history.
Volume 7 | Issue 2 |

5

�Muhammad Ishfaq Ahmad, Wang Ghohui, Mudassar Hasan, Anika Sattar, Muneeb Ahmad,
Ramiz Ur Rehman	&#13;  

Literature Review
Historically, stock price prediction has received an enormous amount of attention
among investors, practitioners, and academicians. Broadly, two classes of analyses
have been used for predicting stock prices. These are commonly known as
fundamental and technical analyses. Fundamental analysis uses intrinsic properties of
an asset, specifically stock, to estimate future price or intrinsic value. On the
contrary, in technical analysis historical data of prices is used to drive signals about
future prices. Lately, nevertheless, technical trading rules have been commonly used
by investors and financial analysts to make investment decisions (Neely, 1997;
Taylor and Allen (1992)). More recently, however, (Han, Zhou, &amp; Zhu, 2016) find
results that favor the persistent profitability of the MA trading rule. Zhou and Zhu
(2013) documents as MA follows the trend. It is further expected to be high
profitability in high IU stocks when there is amore extended price continuation.
Metghalchi, Marcucci, and Chang (2012) accept that MA scan forecast. Shintani,
Yabu, and Nagakura (2012) point out that MA signals are helpful for investment
over a longer time horizon.
On the other hand, numerous studies provide either mixed or reverse evidence. For
instance, (Allen &amp; Karjalainen, 1999) establish that, for US stock market, the
technical trading strategy does not perform better than buy-and-hold strategy even
after accounting for trading costs. Sullivan, Timmermann, and White (1999)
examine US futures market and conclude that, after making snooping bias
adjustment, there is no clue supporting the profitability of technical analysis.
Hoffmann and Shefrin (2014) find that investors who apply technical analysis as
their primary strategy in options trading are biased towards short-term speculative
trading decisions that are sub-optimal in the long run. Similarly, studying futures
markets, (Roberts, 2005) finds no evidence to support the profitability of technical
trading rules. Lukac and Brorsen (1990) point out that the returns of technical
trading rules are leptokurtic and exhibit positive skewness. The study also reports
that the historical applications of t-test for the returns produced by technical trading
rules can be biased.
It is worth considering that MA is most popular among a range of technical analysis
rules available. Therefore, some literature primarily focuses on moving average; Such
as (Hudson, Dempsey, &amp; Keasey, 1996)show that technical analysis rules (especially
the MAs) do not perform superior to buy-and-hold strategy when trading is costly;
though these rules have predictive power.Wei, Cheng, and Wu (2014) comment
that MAs are the trading rules that are most widely known and used by practitioners
and financial traders in the markets because MA methods are easily
understandable.Brock, Lakonishok, and LeBaron (1992) further examine the
6

Journal of Economic and Social Studies

�Performance of Moving Average Investment Timing Strategy in UK Stock Market:
Individual Stocks versus Portfolios	&#13;  

application of the MA timing strategy on Dow–Jones Industrial Average and
conclude that MA strategy outperforms buy-and-hold strategy. Mills (1997) also
demonstrates similar finding while applying the strategy to FT-30 Index. Kwon and
Kish (2002) list down the same results for New York Stock Exchange (NYSE).
More recently, (Han, Yang, &amp; Zhou, 2013) apply the moving average (MA) timing
strategy in US stock market. The main findings of the study are, MA strategy
performs significantly better than buy-and-hold strategy when applied to volatility
decile groups. Further, it produces significant average and excess returns. Moreover,
these returns also hold for when MA is calculated for more considerable lag lengths.
Finally, the excess returns are thus produced sufficiently cover the transaction costs.
This study primarily replicates the research carried out by (Han et al., 2013) while
simplifying, and to some extent differentiating, itself in the following ways. First, it
studies the application of MA strategy in UK stock market. Second, it considers five
quantile groups of individual stocks rather than portfolios. The groups are sorted
based on the volatility of individual stocks. Third, it utilizes Capital Asset Pricing
Model (CAPM) solely to test for abnormal returns. Fourth, it confirms the
robustness of results by using only two ways, alternative lag lengths, and trading
behaviors. Finally, it compares the results of individual stocks with that of portfolios.
Overarching the core aim of the study is to explore either moving average (MA)
investment timing strategy is applicable on individual stocks or portfolios, for the
stocks listed on the London Stock Exchange. Furthermore, our objective is to
compare the performance of MA strategy with a buy-and-hold strategy. The
following section explains the material and methods which contains the discussion
regarding the nature and sources of data and the econometric model's output as well.
We conclude the study in the last section under the conclusion head.

Material and Methods
We collect stock price data of 1,565 stocks listed on London Stock Exchange,
United Kingdom (UK) from December 31, 1999, to February 29, 2016 (4,217
days). Daily values of UK-DS Market - PRICE INDEX and 1-Month Treasury
Security rate are also downloaded for the same period. The data downloaded from
Thomson Reuters’ DataStream. Risk-free rate and market index data are free from
missing values. However, since stock price data does have missing values, so we have
to replace such values by not available (NA).
Initially, we calculate the daily returns for each stock. These are the returns under
the buy-and-hold strategy. As part of the cleaning process, we replace all returns
greater than 300%with NA before moving further. Then for every day, following
Volume 7 | Issue 2 |

7

�Muhammad Ishfaq Ahmad, Wang Ghohui, Mudassar Hasan, Anika Sattar, Muneeb Ahmad,
Ramiz Ur Rehman	&#13;  

(Brock et al., 1992) and (Han et al., 2013), a 10-day moving average (MA) price,
Ajt,L of each stock is calculated by using the stock prices (Pt) of previous ten days.
The MA price formula is given as follows;

Ajt , L =

Pjt −( L −1) + Pjt −( L −2) + .... + Pjt −1 + Pjt
L

,

(1)

where t = a particular day,
L= the lag lengths which is 10 in the first case,
J = number of stocks; so, j = 1,…,1565.
It is quite simple to apply MA strategy once MA prices are obtained. MA strategy is
based on the following notion: on a day, if yesterday’s market price (Pt) is higher
than yesterday’s moving average price (Ajt,L), invest in the market today; otherwise,
invest in the 1-month T-bill today. Mathematically, MA strategy can be expressed as
~

R

jt , L

=

{

R jt ,
r ft

if Pjt −1 &gt; A jt −1, L ;
otherwise.

(2)

Where Rj,t = return on a stock, j , under buy-and-hold strategy
t = a particular day
rft= the daily 1-month T-bill rate on day t.
Rjt,L= MA return on a particular day, for a particular stock, and for a
particular lag length which is 10 in this case.
MAG is defined as the difference between MA and buy-and-hold returns.
Once we have MA returns, MAGs can be calculated in the following way;
~

MAG jt , L = R jt , L − R jt .

(3)

Note that MAGs measure the performance of MA strategy relative to buy-and-hold
strategy. The last portion of Table 1 also reports the success ratio of MA strategy.
The idea of success ratio can be described as follow. On a particular day, if MA
return is equal to the maximum of either buy-and-hold or risk-free return of that
day, the day is considered a success-day; otherwise, it is regarded as a failure-day.
Finally, the ratio of all success-days to total trading days available is reported as
success ratio.

8

Journal of Economic and Social Studies

�Performance of Moving Average Investment Timing Strategy in UK Stock Market:
Individual Stocks versus Portfolios	&#13;  

Further, to assess the risk-adjusted performance of MAGs, We apply CAPM
regression between MAG returns and daily excess returns on the market, rMKT,t,
Famaand French (1993) Which can be expressed as,

MAG jt ,L = α j + β

j , MKT

rMKT + ε jt ,
,t

j = 1 ,..., 1,565.

(4)

Where αj, βj,MKT are the alpha(risk-adjusted return) and beta on for each stock.
Robustness of results is checked by repeating some steps of the methodology
mentioned above. For instance, average returns and alphas are calculated in a similar
way but with alternative lag lengths. Alternatively, we test MA strategy for 20-day,
50-day, 100-day, and 200-day lag lengths. However, to further test robustness
through random switching strategy, only 10-day lag length is considered. The notion
of random switching strategy can be explained as follows: a coin is tossed every day,
and if by doing so the uniform distribution provides a probability greater than .5,
the random strategy is to invest in the market; in risk-free security otherwise. This
process is repeated 10 times for every stock. It means under random strategy; first
stock has 10 returns against each day. Then daily returns on 30-day T-bill are
subtracted from the respective returns of all days, and for all columns, to calculate
excess returns produced by random switching strategy. Each column of excess
returns thus calculated is regressed upon excess returns on the market to yield 10
regressions, average returns, alphas, and t-statistics. The averages of all these values
are reported in last two columns of Table 3. The exact process is reiterated for other
random strategy groups.
Finally, it is of interest to see how often daily signals help MA strategy to trade.
Consider any stock. A trade happens only if, on a particular day, MA return is equal
to buy-and-hold return; and, on the previous day, MA return is equal to risk-free
return. Alternatively, a trade also occurs when the situation is reversed; that is if, on a
particular day, MA return is equal to the risk-free return; and, on the previous day,
MA return is equal to buy-and-hold return. After counting for a number oftrades,
we can quickly calculate average hold period, a fraction of trading days and
breakeven transaction cost (BETC).
As a final note, we would like to explain how we sorted all stocks into five quantiles.
We construct five quantiles based upon the standard deviation (volatility) of each
stock from a buy-and-hold strategy. Similarly, we create a differential quantile whose
returns are equal to the difference between returns of stocks in the highest and the
lowest quantiles. The stocks belonging to each quantile remain the same throughout
the process. So, each reported figure is the average of all stocks into a quantile.

Volume 7 | Issue 2 |

9

�Muhammad Ishfaq Ahmad, Wang Ghohui, Mudassar Hasan, Anika Sattar, Muneeb Ahmad,
Ramiz Ur Rehman	&#13;  

Results and Discussion
Performance of Buy-and-Hold and Moving Average (MA) Strategy
a. Descriptive Statistics
Table 1: Descriptive Statistics

9.38

(4.02)
34.45

0.61

0.19

(0.89)
3

5.60

43.50

0.82

0.07

1.15

1.99

60.97

2.20

-0.03

99.70

6.05

-10.72 101.21 4.48
(-0.19)

1.34

0.39

19.25

-0.03

6.45

28.27

2.68

0.52

-13.56
(-0.34)

2.55

-0.04

0.38

32.63 -0.45

0.26

0.39

47.15 -1.61

0.33

0.40

77.27 -6.73

0.08

0.40

78.08 -4.91

0.07

0.02

Skewness

25.59 -0.37

12.05
(1.02)

37.69

4.56

0.42

18.16
(1.19)

60.76

6.60

0.04

(0.34)
-0.35

0.34

(0.30)

(1.56)

(0.06)
H-L

22.75

(2.01)

(0.11)
5(H)

17.60*

16.76 -0.16 -10.48

(1.17)

(1.73)

(0.54)
4

11.93

Success of
MA Strategy

2

2.33 -25.81 -0.49

Sharpe
Ratio

(0.94)

11.03** 14.27

Sharpe
Ratio

0.34

Skewness

0.55

Standard
Deviation

Sharpe
Ratio

22.14

Average
Return

Skewness

11.54

Standard
Deviation

MA(10) Timings Quantiles

Panel C
Performance of MA Investment
Timing
Strategy
MAGs

Average
Return

Volatility Quantiles	&#13;  

Standard
Deviation

1(L)

MA Investment Timing Strategy

Panel B

Average
Return

Ranks	&#13;  

Panel A	&#13;  
Buy-and-Hold
Strategy	&#13;  

4.52
(0.29)

61.79

4.52

-0.32

-2.83
(0.07)

Table 1 summarizes various aspects of returns (performance) on quantiles, MA (10
days) timing groups, and the respective MAGs. In Panel-A, we report several
statistics of returns on five volatility quantile groups under buy-and-hold strategy
namely average return, standard deviation, skewness, and Sharpe ratio. Table 1 also
represents the performance of differential quantile, the difference between the
highest and the lowest quantile, as its last row. The insignificance of average returns
across all groups suggests we do not have substantial evidence supporting the
performance of the buy-and-hold strategy in either way. Despite the fact, we
comment on the results as follows. The rising volatility and decreasing average
10

Journal of Economic and Social Studies

�Performance of Moving Average Investment Timing Strategy in UK Stock Market:
Individual Stocks versus Portfolios	&#13;  

returns lead to a dipping Sharpe ratio across quantiles. More importantly, increasing
skewness across most quantile groups indicates that the groups accompany a higher
chance for significant positive returns.
Panel-B shows that only the returns of the first, 11.03% per annum, and the third
group, 17.6% per annum, are significant. However, relaxing the level of significance
a bit, the returns of second and fourth groups, with t-stats 1.73 and 1.56 respectively
(reasonably close to 1.96), may also qualify for significance. Now the results of 10days moving average timing strategy make sense in that the average returns on most
MA groups are not only higher than that of buy-and-hold strategy but are an
increasing function of quantiles, except the fifth and differential groups. However,
for all quantiles, the standard deviations of MA groups are substantially lower than
buy-and-hold groups. Consider a case of the lowest and the highest groups an
example. The annualized standard deviation of the lowest and the highest groups
under buy-and-hold strategy are 22.14% and 99.70% respectively; whereas the same
groups produce the standard deviations as 14.27% and 60.76% in case of MA
strategy. The findings also depict that the average returns of all groups have sizeable
positive skewness which ranges between 1.34 and 6.60; though it also shows an
increasing trend from the second to the highest group. However, first and
differential groups are an exception here. It points out the fact that all MA group
returns not only have the chance to produce substantial positive returns, but the
volatility enhances this chance for most MA groups indeed. Since four MA quantiles,
second, though the highest, enjoy increasing average returns with lower standard
deviations, as directly opposed to buy-and-hold groups, they yield positive Sharpe
ratios. Although inconsistent across quantiles, most of the findings in Panel-B appear
to suggest that MA strategy performs slightly better than buy-and-hold strategy in
timing individual stocks.
Panel-C shows the superior performance results of MAGs, the difference between
MA returns and volatility quantile returns. The average returns across all quantiles
are not significant. Therefore, the results provide no evidence supporting the
superior performance of MA strategy over buy-and-hold strategy. Additionally, we
comment on the remaining results of Panel-C as follow. As compared to volatility
groups, MAG groups yield mixed findings regarding lower standard deviations,
higher Sharpe ratios, and, most importantly, negative skewness across most of the
quantiles. Negative skewness indicates the possibility of significant negative returns
by MAGs. When comparing among volatility, MA, and MAG quantiles, we also
note that the standard deviations of MAGs fall somewhere between the standard
deviations of corresponding MA and volatility quantiles, lower than that of volatility
quantiles but higher than MA quantiles. Finally, the success ratios across most
Volume 7 | Issue 2 |

11

�Muhammad Ishfaq Ahmad, Wang Ghohui, Mudassar Hasan, Anika Sattar, Muneeb Ahmad,
Ramiz Ur Rehman	&#13;  

MAGs, ranging from 34% to 40%, point towards failure instead. Hence, Panel-C
does not provide sufficient evidence in support of MA strategy outperforming the
buy-and-hold strategy.
To conclude the discussion on results presented in Table 1, it is evident that based
upon average returns of groups, we fail to conclude that MA timing strategy
outperforms the buy-and-hold strategy when applied to individual stocks-despite of
the fact that MA strategy yields some higher returns and low standard deviations.
Instead, the results of skewness, Sharpe ratio, and success ratio indicate otherwise.
However, the results are too inconsistent to draw any conclusion whatsoever. We
further attempt to explain MAGs by using a risk-based model that is Capital Asset
Pricing Model (CAPM)
b. Explanation of MAGs Using CAPM Regression

3
4
5(H)
H-L

Adj.R2
(%)

2

βMKT

1(L)

Α

Rank

Table 2: CAPM Results

2.38
(1.18)
3.38
(0.32)
12.18
(1.04)
18.39
(1.22)
4.93
(0.30)
8.25
(0.81)

-0.15**
(-8.53)
-0.26**
(-11.32)
-0.27**
(-9.10)
-0.22**
(-4.83)
-0.18**
(-2.42)
-0.21**
(-7.24)

5.05
5.71
4.56
1.64
0.43
3.48

Table 2 shows the results of CAPM regressions run between excess returns on groups (MAGs) and excess returns on
the market under theMA-10 strategy. Adjusted r-squares are in percentages. Annualized alphas and betas also
accompany t-stats in parenthesis. **, * denote the results are significant at 1% and 5% levels respectively. The sample
period is from December 31, 1999, to February 29, 2016. See Data and Methodology Sectionfor calculations and
other details.

Table 2 reports the results of regression for MAGs produced by 10-day moving
average (MA-10) timing strategy. Note again that all risk-adjusted returns, the
alphas, are insignificant. At one hand, the betas of all MAG quantiles are negative,
highly significant, and range from -.15 to -.26 across quantiles; on the other hand,
adjusted R2 for most of the MAGs that varies from .43% to 5.71% across quantiles
are extremely low. Low R2 also confirms that stock returns, and ultimately MAGs,
are highly volatile. Hence, coupling together results, beta and adjusted R2, MAG
12

Journal of Economic and Social Studies

�Performance of Moving Average Investment Timing Strategy in UK Stock Market:
Individual Stocks versus Portfolios	&#13;  

returns do not move against the market. Moreover, excess market returns do not
explain MAG returns well. Therefore, as the analysis does not offer evidence
supporting the profitability of MA timing strategy, we can reasonably conclude that
the results of Table 1 and Table 2 support each other.

Robustness Checks
Now, we test the robustness of these results in following two ways. First, we assess
the performance (profitability) of MA strategy by using alternative lags, for instance,
lag lengths with 20, 50, 100, 200 days. Then, we investigate the trading dynamics of
MA strategy while accounting for transaction costs.
a. Alternative Lag Lengths
Table 3: MA Strategy Results

1(L)

2

3

4

5(H)

H-L

Α

Random Switching
Average Return

α

Average Return

MAG-200

α

Average Return

MAG-100

α

MAG-50
Average Return

Α

Average Return

Rank

MAG-20

-0.93

1.81

-1.91

0.79

-2.73

-0.01

-2.75

-0.05

1.76

-0.60

(1.03)

(1.03)

(0.73)

(0.72)

(0.55)

(0.55)

(0.45)

(0.45)

(0.02)

(-0.32)

1.54

2.35

0.27

0.98

-0.51

0.17

-0.07

0.66

5.77

6.52

(0.18)

(0.19)

(0.00)

(0.01)

(-0.11)

(-0.11)

(-0.07)

(-0.06)

(0.03)

(1.04)

9.77

9.93

7.75

7.92

5.99

6.22

5.08

5.31

4.95

10.76

(0.83)

(0.85)

(0.52)

(0.54)

(0.36)

(0.38)

(0.28)

(0.30)

(0.01)

(1.38)

15.62

15.86

12.29

12.54

9.26

9.53

7.79

8.06

-0.88

-7.50

(1.00)

(1.03)

(0.75)

(0.78)

(0.55)

(0.58)

(0.44)

(0.46)

(0.00)

(-0.92)

1.65

2.05

1.78

2.19

2.33

2.78

1.50

1.95

4.75

20.34

(0.15)

(0.17)

(0.10)

(0.11)

(0.07)

(0.09)

(0.04)

(0.06)

(0.01)

(1.16)

-4.94

6.40

-3.83

4.88

0.91

3.73

2.22

3.18

3.58

1.92

(-0.03)

(0.65)

(-0.02)

(0.43)

(0.02)

(0.30)

(0.02)

(0.24)

(0.03)

(0.53)

Table 3 presents the results of MA strategy when applied for alternative lag lengths namely 20-day, 50-day, 100-day,
and 200-day. We also report the results of random strategy.All average returns and CAPM alphas are annualized
with t-stats provided in parenthesis. **, * denote the results are significant at 1% and 5% levels respectively. The
sample period is from December 31, 1999, to February 29, 2016. See Data and Methodology Section for
calculations and other details.

Table 3 depicts the average returns and CAPM alphas of MAGs for alternative lag
lengths. All alternative lag lengths bring similar findings as lag-10. Unfortunately, we
find no average return and alphas as significant. For making a further comparison
with MA strategy, last part of Table 3 reports the performance results, the average
Volume 7 | Issue 2 |

13

�Muhammad Ishfaq Ahmad, Wang Ghohui, Mudassar Hasan, Anika Sattar, Muneeb Ahmad,
Ramiz Ur Rehman	&#13;  

return, and alpha, generated by random switching strategy. The results indicate that
the random switching strategy does not produce substantial results because all
average returns and alphas are found extremely small and insignificant. Finally, after
combining the results of MAG-10 with Table 3, the insignificance of all results
provides no evidence to conclude that MA strategy performs better than buy-andhold strategy when applied to individual stocks.
b. Trading Behavior
Table 4: Trading Behavior

BETC

Trading Fraction

No. of Trades

Holding Period

MA-200

BETC

Trading Fraction

No. of Trades

Holding Period

MA-100

BETC

No. of Trades

Trading Fraction

Holding Period

MA-50

BETC

Trading Fraction

No. of Trades

Holding Period

MA-20

BETC

Trading Fraction

No. of Trades

Rank

Holding Period

MA-10

1(L) 127.08 296 0.07 31.75 151.65 202 0.05 43.28 190.80 125 0.03 56.93 223.78 87 0.02 58.19 253.87 59 0.01 64.18
2

41.65 423 0.10 33.20 56.81 285 0.07 43.27 79.48 169 0.04 56.50 102.40 116 0.03 72.61 128.58 76 0.02 97.51

3

34.82 382 0.09 63.23 53.71 255 0.06 84.28 96.06 151 0.04 121.08 115.06 104 0.03 143.56 141.86 70 0.02 164.25

4

35.01 319 0.08 83.14 51.11 214 0.05 106.00 78.87 125 0.03 149.98 103.37 86 0.02 177.40 134.95 58 0.01 242.84

5(H) 31.09 281 0.07 36.59 46.28 196 0.05 42.52 66.49 119 0.03 56.81 94.16 80 0.02 102.74 124.90 56 0.01 158.65

Table 4 states the number of trades, fraction of trading days (trading fraction), average holding period, and BETCs
(breakeven transaction costs measured in basis points) for each MA quantile across all lag lengths. The sample period
is from December 31, 1999, to February 29, 2016. See Data and Methodology Section for calculations and other
details.

Table 4 reports the results of the average holding period, no. of trades, a fraction of
trading days, and breakeven transaction costs (BETC) of MA strategy for each
quantile across all lag lengths. Note that BETC is the transaction cost which makes
the MAG average return equal to zero. As discussed in Material and Method section,
the fundamental notion of MA strategy is to use daily signals to make trades. Here
the primary concern is the frequency of trading since it has to do with transaction
costs. The more the strategy trades, the higher the transaction costs would be.
Therefore, too many trades can make the survival of abnormal returns vulnerable to
transaction costs. It necessitates seeing whether these abnormal returns can still hold
after offsetting for transactions costs. As groups are formed based upon volatility, the
performance of MA strategy should improve as we move towards groups with higher
volatility. That is, for MA strategy to be successful, following results should hold:

14

Journal of Economic and Social Studies

�Performance of Moving Average Investment Timing Strategy in UK Stock Market:
Individual Stocks versus Portfolios	&#13;  

from the lowest to the highest quantile, no. of trades and a fraction of trading should
rise whereas average holding period, and BETC should fall. See how results in Table
4 meet these criteria.
Note that no. of trades, trading fraction, and BETC for the second to fourth
quantile show opposite trend, except for the highest and the lowest quantiles. One
can easily see that irrespective of the lag length, as volatility rises, no. of trades and
fraction of trading days tend to decline while BETC rises. However, holding period
tends to fall with rising volatility. Despite the fact, all BETCs are relatively large and
well above the actual transaction costs in the UK (.45bp to 1.35pb)1,the majority of
our results go against the success of MA strategy. Therefore, most of the evidence
presented inTable4 lead to the reverse conclusion, that is, across all lag lengths and
most quantiles, MA strategy trades less with increasing transaction costs. Therefore,
we can finally conclude that when MA investment timing strategy is applied to the
individual stocks, most of the results provide no evidence of its superior performance
as compared to buy-and-hold strategy. Instead results of trading behavior indicate
towards the failure of MA strategy.

A Note on Insignificant Results quoted
In statistical analysis, as the holding period gets shortened, the likeliness of data
showing random noise increases (Brigham &amp; Ehrhardt, 2013), and this may be the
reason why most of the results are insignificant. Remember t-stat is also known as
signal-to-noise ratio. Here signal and noise are represented by average return and
standard error respectively. Notably, Table1 depicts most of the average returns to be
quite healthy but having more substantial standard deviations. It leads to more
significant standard errors, which substantially lower the t-stats. So, it may be argued
that the daily returns on which the whole analysis is based be quite noisy, making the
most results insignificant. The comparison of performance results of individual
stocks and portfolios is evident in the following section.

Portfolios versus Individual Stocks- Performance of MA Strategy
Now, we are in a position to compare the results of MA strategy for portfolios and
individual stocks.

	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;   	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  	&#13;  

1 As quoted by Trading Services Price List (On-Exchange and OTC) published by London Stock Exchange, effective from February 1,
2016.

Volume 7 | Issue 2 |

15

�Muhammad Ishfaq Ahmad, Wang Ghohui, Mudassar Hasan, Anika Sattar, Muneeb Ahmad,
Ramiz Ur Rehman	&#13;  

0.19

11.93

22.75 1.34

0.39

43.50

0.82

0.07

17.60* 28.27 2.68

0.52

60.97

2.20

-0.03

(4.02)

(0.89)
3

5.60

5(H)
H-L

1.15

(0.11)
1.99
99.70 6.05
(0.06)
-10.72 101.21 4.48

-0.03
-0.35

(-0.19)
Portfolios
1(L)

3.33**
5.04*
3.19

8.80

-1.21

-1.51

20.20** 12.83
(6.14)

0.26

0.39

0.04
-0.32

18.16
(1.19)
4.52
(0.29)
-2.83

47.15 -1.61

0.33

0.40

77.27 -6.73

0.08

0.40

78.08 -4.91

0.07

0.02

8.39**

3.90

2.91

1.42

0.61

-0.59

2.4

10.34** 7.03

1.94

1.06

0.58

0.16

2.45 14.55** 8.50

1.99

1.37

0.58

0.52

2.74 23.22** 9.45

2.13

2.15

0.60

4.12 22.49** 10.42 1.88

1.88

0.61

1.31

0.30

(8.37)
(5.72)
(6.67)
(9.56)

1.37 46.18** 10.49 1.57
(17.14)
1.35 34.50** 9.93
(13.53)

MAPs

3.09

(12.28)

0.51

32.63 -0.45

-0.50

(11.39)
11.86 -1.04 -0.36 21.78** 6.91

23.54** 15.06 -0.22

12.05

(0.07)

(11.49)

(6.09)
H-L

0.25 15.35** 5.20

10.51 -1.11 0.034 17.75** 6.06

(-0.49)
5(H)

0.42

(15.91)

(1.18)
4

0.38

MA(10) Timings Strategy

-1.70 0.103 11.68** 2.86

(2.23)
3

(1.56)
6.45 60.76 6.60
(0.34)
-13.56 61.79 4.52

4.89

(2.66)
2

25.59 -0.37 -0.04

(1.02)
37.69 4.56

(-0.34)

Buy and Hold Strategy

2.55
(0.30)

(2.01)
19.25

16.76 -0.16 -10.48 0.34

(1.17)

(1.73)

(0.54)
4

The success of MA Strategy

0.61

9.38

-0.49

Skewness

34.45

(0.94)
2

Sharpe Ratio

0.34 11.03** 14.27 2.33 -25.81

Skewness

0.55

Average Return

22.14

Sharpe Ratio

11.54

Standard Deviation

MAGs

Average Return

MA(10) Timings Strategy
Standard Deviation

Buy-and-Hold Strategy

Skewness

Panel C

Standard Deviation

1(L)

Panel B

Average Return

Ranks

Panel A

Sharpe Ratio

Table 5: Comparison of Table 1

(8.40)
1.64

3.18 14.10** 8.60

0.60

(6.37)

See Table 5 for this comparison. It contains information of portfolios as well as
individual stocks. It is evident that applying MA strategy to portfolios brings better
16

Journal of Economic and Social Studies

�Performance of Moving Average Investment Timing Strategy in UK Stock Market:
Individual Stocks versus Portfolios	&#13;  

results than to individual stocks-which accompany inconclusive evidence. Mostly,
MA portfolios not just produce significantly positive and increasing returns, lower
standard deviations, and higher Sharpe and success ratios relative to individual
stocks-MA groups, but they also perform better than buy-and-hold portfolios. There
could be two reasons for this superior performance- noise in daily returns and
diversification effect. Impact of noise can easily be seen in the form of higher
standard deviations and ultimately lower t-stats for all individual stock groups.
Moreover, the better portfolio returns with lower standard deviations may also imply
the benefits of diversification.
Table 6: Comparison of Table 2
Rank

Individual Stock Group MAGs
Α
Adj.R2(%)
βMKT
2.38
-0.15**
5.05
(1.18)
(-8.53)
3.38
-0.26**
5.71
(0.32)
(-11.32)
12.18
-0.27**
4.56
(1.04)
(-9.10)
18.39
-0.22**
1.64
(1.22)
(-4.83)
4.93
-0.18*
0.43
(0.30)
(-2.42)
8.25
-0.21**
3.48
(0.81)
(-7.24)

1(L)
2
3
4
5(H)
H-L

α
8.47**
(10.13)
10.52**
(7.72)
14.77**
(9.11)
23.45**
(12.37)
22.67**
(9.45)
14.19**
(6.69)

Portfolio MAPs
βMKT
-0.11**
(-41.41)
-0.24**
(-54.77)
-0.30**
(-56.62)
-0.31**
(-50.31)
-0.24**
(-31.05)
-0.13**
(-18.79)

Adj.R2(%)
30.28
43.18
44.82
39.07
19.62
8.19

The Table 6 is highlighting some more features. When comparing with individual
stocks, note all portfolio alphas are highly significant and increasing. Similarly, all
betas accompany bigger t-stats and with substantially higher adjusted r squares.
Table 7: Comparison of Table 3
Groups
MAG-20
Rank Average
A
Return
1(L)

2

3

4

5(H)

MAG-50
Average
α
Return

MAG-100
Average
α
Return

MAG-200
Average
A
return

Random Switching
Average
Α
Return

-0.93

1.81

-1.91

0.79

-2.73

-0.01

-2.75

-0.05

1.76

-0.60

(1.03)

(1.03)

(0.73)

(0.72)

(0.55)

(0.55)

(0.45)

(0.45)

(0.02)

(-0.32)

1.54

2.35

0.27

0.98

-0.51

0.17

-0.07

0.66

5.77

6.52

(0.18)

(0.19)

(0.00)

(0.01)

(-0.11)

(-0.11)

(-0.07)

(-0.06)

(0.03)

(1.04)

9.77

9.93

7.75

7.92

5.99

6.22

5.08

5.31

4.95

10.76

(0.83)

(0.85)

(0.52)

(0.54)

(0.36)

(0.38)

(0.28)

(0.30)

(0.01)

(1.38)

15.62

15.86

12.29

12.54

9.26

9.53

7.79

8.06

-0.88

-7.50

(1.00)

(1.03)

(0.75)

(0.78)

(0.55)

(0.58)

(0.44)

(0.46)

(0.00)

(-0.92)

1.65

2.05

1.78

2.19

2.33

2.78

1.50

1.95

4.75

20.34

Volume 7 | Issue 2 |

17

�Muhammad Ishfaq Ahmad, Wang Ghohui, Mudassar Hasan, Anika Sattar, Muneeb Ahmad,
Ramiz Ur Rehman	&#13;  
Table 7 (Continued)
(0.15)
H-L

(0.10)

(0.11)

(0.07)

(0.09)

(0.04)

(0.06)

(0.01)

(1.16)

-4.94

6.40

-3.83

4.88

0.91

3.73

2.22

3.18

3.58

1.92

(-0.03)

(0.65)

(-0.02)

(0.43)

(0.02)

(0.30)

(0.02)

(0.24)

(0.03)

(0.53)

Portfolios
1(L)

(0.17)

MAP-20

MAP-50

MAP-100

MAP-200

Random Switching

8.41**

8.48**

7.37**

7.47**

6.64**

6.74**

4.59**

4.8**

2.58

0.65

(8.36)

(10.12)

(7.37)

(9.06)

(6.94)

(8.48)

(5.40)

(6.61)

(0.04)

(0.84)

2

9.93** 10.08** 8.14**

8.36**

7.93**

8.19**

5.23**

5.74**

3.42

1.42

(5.34)

(6.24)

(4.37)

(6.2)

(3.16)

(4.62)

(0.03)

(1.08)

3

13.02** 13.2** 11.67** 11.95** 10.45** 10.78** 6.17**

6.84**

2.54

0.51

(2.88)

(4.34)

(0.02)

(0.33)

21.05** 21.24** 17.86** 18.16** 14.49** 14.84** 8.92**

9.69**

0.23

-1.79

(5.88)
4

(8.51)
5(H)

(8.22)

(11.17)

(4.41)

(5.12)

(9.53)

(4.60)

(6.69)

(7.72)

(3.54)

(5.11)

(0.00)

(-0.96)

19.82** 19.97** 14.16** 14.37** 7.47**

7.71**

0.40

0.91

12.81

10.80**

(5.10)

(5.78)

(2.70)

(3.11)

(0.15)

(0.38)

(0.07)

(4.21)

11.41** 11.48** 6.78**

6.89**

0.82

0.96

-4.19

-3.88

11.12

9.18**

(3.1)

(0.35)

(0.42)

(-1.83)

(-1.77)

(0.06)

(4.03)

(5.11)

(8.3)

(7.01)

(7.39)

(5.62)

(7.38)
H-L

(7.4)

(5.37)

(2.92)

Table 7 also supports the better performance of MA strategy for portfolios as most of
the average returns and alphas are significant across all portfolios, overall lag lengths,
except random switching which do not provide robust results even in case of
portfolios.
Table 8: Comparison of Table 4

BETC

Trading Fraction

No. of Trades

Avg. Holding Period

MA-200

BETC

No. of Trades

Trading Fraction

Avg. Holding Period

MA-100

BETC

Trading Fraction

No. of Trades

Avg. Holding Period

MA-50

BETC

Trading Fraction

No. of Trades

Avg. Holding Period

MA-20

BETC

No. of Trades

Trading Fraction

Avg. Holding Period

Rank

MA-10

1(L) 127.08 296 0.070 31.75 151.65 202 0.048 43.28 190.80 125 0.030 56.93 223.78 87 0.021 58.19 253.87 59 0.015 64.18
2

41.65 423 0.100 33.20 56.81 285 0.068 43.27 79.48 169 0.041 56.50 102.40 116 0.028 72.61 128.58 76 0.018 97.51

3

34.82 382 0.091 63.23 53.71 255 0.060 84.28 96.06 151 0.036 121.08 115.06 104 0.025 143.56 141.86 70 0.018 164.25

18

Journal of Economic and Social Studies

�Performance of Moving Average Investment Timing Strategy in UK Stock Market:
Individual Stocks versus Portfolios	&#13;  
Table 8 (Continued)
4

35.01 319 0.076 83.14 51.11 214 0.051 106.00 78.87 125 0.030 149.98 103.37 86 0.021 177.40 134.95 58 0.014 242.84

5(H) 31.09 281 0.067 36.59 46.28 196 0.046 42.52 66.49 119 0.029 56.81 94.16 80 0.019 102.74 124.90 56 0.014 158.65
MA-10

MA-20

MA-50

MA-100

MA-200

1(L) 9.64 408 0.100 31.22 15.93 246 0.062 51.80 29.14 133 0.034 83.36 60.25 63 0.016 156.39 70.86 52 0.013 127.75
2

8.71 452 0.110 34.74 14.41 272 0.069 55.32 22.19 175 0.044 69.93 52.10 73 0.018 161.32 76.65 48 0.012 157.72

3

8.96 439 0.110 50.33 13.81 284 0.072 69.42 25.52 152 0.038 115.40 56.70 67 0.017 231.55 70.86 52 0.013 171.62

4

9.81 401 0.100 87.92 15.80 248 0.062 128.56 31.24 124 0.031 216.51 45.36 84 0.021 255.97 61.57 60 0.015 215.02

5(H) 10.17 387 0.098 88.23 16.46 238 0.060 126.00 35.50 109 0.027 195.22 44.83 85 0.022 130.39 72.23 51 0.013 11.41

Table 8 which showsthe trading behavior of both strategies brings almost similar
results. In both cases, we observe opposite trends across quantile and groups. Instead
of increasing, no. of trades and trading fraction tend to fall. On the other hand,
BETC rises across portfolios and groups instead of falling, however, remains well
above the actual transaction cost in the UK.

Conclusion
First, we apply MA investment timing strategy to the groups of individual stocks
sorted by volatility. The fact that overwhelming majority of results under MA or
buy-and-hold strategies are insignificant helps to maintain that there is no evidence
to support the superiority of either strategy when applied to individual stocks.
However, trading behavior and success ratios across groups provide some mixed
results while indicating more towards the failure of MA strategy. We argue that
prevalent noise in daily stock return data is the reason for such consistency in
insignificant results.
Second, when applied to volatility-sorted portfolios, MA strategy substantially beats
the buy-and-hold strategy by yielding higher average return and risk-adjusted return,
lower standard deviation, large-and-positive skewness and Sharpe ratio, and
considerable success ratios across portfolios. Both for individual stocks and
portfolios, returns and especially trading behavior suggest that the performance of
MA strategy diminishes as we go farther in history; that is, the longer the lag length,
the worse the performance.

Volume 7 | Issue 2 |

19

�Muhammad Ishfaq Ahmad, Wang Ghohui, Mudassar Hasan, Anika Sattar, Muneeb Ahmad,
Ramiz Ur Rehman	&#13;  

References
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Volume 7 | Issue 2 |

21

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Ghohui, Wang
Hasan, Mudassar
Sattar, Anika
Ahmad, Muneeb
Rehman, Ramiz Ur</text>
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                <text>Abstract: This paper aims to test whether moving average (MA) investment  timing strategy is applicable on individual stocks, portfolios formed from these  stocks, or both. Moreover, our objective is to compare the performance of MA  strategy with a buy-and-hold strategy. The data on individual stocks listed on  London Stock Exchange, United Kingdom (UK) is collected over the period  starting from December 31, 1999, through February 29, 2016. For the same  period, we use daily values of UK-DS Market-PRICE INDEX and 1-Month  Treasury bill rate. The paper follows Han et al. (2013) to peruse our  investigation. The study applies both MA and buy-and-hold strategies to  individual stocks and portfolios sorted by volatility. Since most results are  found insignificant, no evidence is found to support that one strategy is better  than the other when applied to individual stocks. However, trading behavior  and success ratios across groups provide mixed results, hinting slightly towards  the failure of MA strategy. The pervasive noise in daily stock return data is  the reason why MA strategy consistently produces insignificant results.  Moreover, when applied to volatility-sorted portfolios, MA strategy  substantially beats buy-and-hold strategy by yielding higher average return  and risk-adjusted returns, lower standard deviations, large-and-positive  skewness and Sharpe ratios, and much success ratios across portfolios. Both for  individual stocks and portfolios, dynamics of returns and especially trading  behavior suggest that the performance of MA strategy decreases with rising lag  lengths, meaning MA signal weakens for a longer history.</text>
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                    <text>PERFORMANCES OF FLAT-PLATE AND CPC SOLAR COLLECTORS
IN UNDERFLOOR HEATING SYSTEMS
Sarvenaz Sobhansarbandi
Eastern Mediterranean University, North Cyprus via Mersin, Turkey
sobhan.sarvenaz@gmail.com
Ugur Atikol
Eastern Mediterranean University, North Cyprus via Mersin, Turkey
ugur.atikol@emu.edu.tr
Keywords:Solar energy, Floor Heating, TRNSYS, Cyprus.
ABSTRACT
There is a growing interest in using solar energy in the underfloor heating systems. However, the
large areas required for the placing of the solar collectors can be discouraging, especially for the
apartment buildings.
The objective of this study is to investigate the possibility of using Compound Parabolic
Collector (CPC) collectors to replace Flat-Plat collectors in solar energy underfloor heating
systems. By this way, it is aimed to explore the feasibility of area reduction required by the
collectors. Secondly, the temperature profiles of the circulating water loops and the concrete
slabs are sought to be examined.
The simulations were carried out under the winter weather conditions of the Cyprus. The system
consists of solar thermal collectors, a storage tank and circulation of water to carry the heat to 4
floor slabs. The results of the simulations show that, a CPC collector which is commonly used in
producing high grade heat can work more effectively with less area occupied in this system. It is
observed from this study that the outlet fluid temperature of this collector is between 25 to 95◦C,
compared to that of Flat-Plate collectors which is between 25 and 75◦C. The simulations suggest
that a 2 m2 CPC collector can perform satisfactorily to match the job of 8 m2 Flat-Plate
collectors. The heat that is stored in the tank can supply hot water at a temperature of 60◦C which
is reduced to 45◦C after mixing with cold return water before entering the floor slabs. The
estimated slab temperature is approximately 24◦C which is compatible with the standards. Fluid
which is passing through the slabs will eventually lose its temperature as the heat transfer occurs
from the slabs to the environment. Consequently the fluid outlet temperature is observed to be
approximately 25◦C.

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                <text>Keywords:Solar energy, Floor Heating, TRNSYS, Cyprus.  ABSTRACT  There is a growing interest in using solar energy in the underfloor heating systems. However, the large areas required for the placing of the solar collectors can be discouraging, especially for the apartment buildings.  The objective of this study is to investigate the possibility of using Compound Parabolic Collector (CPC) collectors to replace Flat-Plat collectors in solar energy underfloor heating systems. By this way, it is aimed to explore the feasibility of area reduction required by the collectors. Secondly, the temperature profiles of the circulating water loops and the concrete slabs are sought to be examined.  The simulations were carried out under the winter weather conditions of the Cyprus. The system consists of solar thermal collectors, a storage tank and circulation of water to carry the heat to 4 floor slabs. The results of the simulations show that, a CPC collector which is commonly used in producing high grade heat can work more effectively with less area occupied in this system. It is observed from this study that the outlet fluid temperature of this collector is between 25 to 95◦C, compared to that of Flat-Plate collectors which is between 25 and 75◦C. The simulations suggest that a 2 m2 CPC collector can perform satisfactorily to match the job of 8 m2 Flat-Plate collectors. The heat that is stored in the tank can supply hot water at a temperature of 60◦C which is reduced to 45◦C after mixing with cold return water before entering the floor slabs. The estimated slab temperature is approximately 24◦C which is compatible with the standards. Fluid which is passing through the slabs will eventually lose its temperature as the heat transfer occurs from the slabs to the environment. Consequently the fluid outlet temperature is observed to be approximately 25◦C.</text>
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                    <text>Peripheral Study of Second-Language Acquisition
Sayeh S Abdullah
College of Electronic Technology/ Baniwalid, Libya
Key words: inter-language, sociolinguistic, strategic competence, learning mechanisms fossilization
ABSTRACT
This paper includes a discussion on the nature of SLA and different approaches towards it.Factors affecting the
processes of SLA has been mentioned as vital to the topic.Some key terms related to SLA has been explained so as
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                    <text>Journal of Economic and Social Studies

Personality Characteristics and Emotional Intelligence Levels
of Millenials: A Study in Turkish Context
Guven Ordun
Faculty of Business Administration
Istanbul University
Turkey
guven.ordun@gmail.com
Asli Akun
Faculty of Business Administration
Istanbul University
Turkey
akun.asli@gmail.com
Abstract: The purpose of the study is twofold. The first purpose of the

study is to investigate the relations between personality characteristics
and emotional intelligence of the Millennials. Costa and McCrea’s Big
Five Personality Inventory (IPIP-NEO) is used to measure the
personality characteristics of the millenials. Emotional intelligence
dimensions are measured by Wong and Law emotional intelligence scale
(WLEIS). Secondary purpose of the study is to find self-evaluations of the
Millenials related with their characteristics. Roger’s Q-Sort Scale is used
to find out Millenials self perceptions. An advantage of the Q-Sort Scale
is that it offers straightforward assumptions about the underlying
structure of a concept within demographical segments. Results reveal that
use of emotion is positively correlated with conscientiousness whereas
regulation of emotion is negatively correlated with Neuroticism.
Furthermore, personality characteristics have effects on emotional
intelligence dimensions. The effects are much more significant for
regulation and use of emotions dimensions. These dimensions are
assumed to be important determinants of performance within
organizations so it is important to analyze the personality constructs
associated with them. Depending on their self-perceptions, millienials
evaluate themselves relatively high on positive traits (e.g. honest, outgoing, etc.) and low on negative traits (e.g. unhelpful, dishonest, etc.).
Regarding personality characteristics, they evaluated themselves highest in
openness and lowest in neuroticism. Millenials will be the dominating
workforce for the upcoming years, so if they are willing to establish high
performance relations, managers should better understand Millenial
characteristics and perspective.

Volume 6 Number 1 Spring 2015

Keywords: Millenials, Personality
Characteristics, Emotional
Intelligence

JEL Classification: J13, M14,

Z13

Article History

Submitted: 21 June 2015
Resubmitted: 11 January 2016
Accepted: 04 February 2016
http://dx.doi.org/10.14706/JECO
SS16614

125

�Guven Ordun, Asli Akun

Introduction
Emotions can be explained by psysiological changes in the body, cognitions, learning
processes, personality, social relations, experiences, psychological conditions, cultural
practices, and are grounded in daily life (Strongman, 2003). Emotional intelligence
is described as monitoring and evaluating one’s own emotions, monitoring and
evaluating emotions of others, regulating and using them (Hartel, et al. 2005).
Whereas, cognitive intelligence is associated with the factual information about
people, things, events, time, and place, emotional intelligence deals with the
antecedents and mutual relations between these aspects of life (Terrell &amp; Hughes,
2008). Personality can be defined as distinctive and stable ways of behavior (Ewen,
2010). Emotions and personality are known to be intertwined with each other. Some
researches in the field (e.g. Caruso et al., 2002; Ghiabi &amp; Besharat, 2011) have
revealed that, there are significant relations between personality dimensions and
emotional intelligence dimensions. This study aims to search this relation on
millenials. Twenge (2009) discussed that the generation a person belongs to, can be
slightly more influence on the person than his/her family. She added that it is
essential to recognize the own realities of each and every generation within various
contexts (Twenge, 2009). Millenials in Istanbul, Turkey are subjects of this research.
However; the findings may be relevant in other cultures’s generations within the
limitations of specific historical, social, and economic conditions.
Theoretical Background
Assesment of Personality
Personality has been studied thoroughly throughout the years and researchers have
stated theories about personality. The psychodynamic perspective explains the effect
of the unconscious, below the surface on the structure and development of
personality, whereas the humanistic perspective underlines the positive human
nature and self-actualizing capability on the structure and development of
personality. The trait approach emphasizes the effect of conscious, above the surface
and behavior patterns on the structure and development of personality, whereas the
behaviorist theory focuses on the effect of environment and learning in shaping
personality. Cognitive approach emphasizes the effect of mental processes on the
structure and development of personality (Ewen, 2010). Although these approaches
have some commonalities in themes such as unconscious, psychopathology, etc.,
they explain these themes and personality in different ways which may complement
each other. In this study the contribution of trait approach to personality and
126

Journal of Economic and Social Studies

�Personality Characteristics and Emotional Intelligence Levels of Millenials:
A Study in Turkish Context

Roger’s, one of the well known names of humanistic approach, with his Q-sort test,
and the contribution of behaviorist approach with its emphasis of the environment
on human behavior, specifically from the cohort’s effect on personality characteristics
of millenials can be understood. However, the contributions of psychodynamic
perspective and cognitive perspective are not excluded in the sense that although
they can not be measured in this research, they implicitly exist.
Related with trait approach, many researchers in the field have searched for the
personality factors and their measures. Especially the measure of Big Five that is
composed of five factors, namely, extraversion, agreeableness, conscientiousness,
neuroticism, and openness is accepted as valid and reliable in various cultures
(McCrea and Costa, 1997). Personality dimensions show disposition to coherent
patterns of thoughts, feelings, and actions (McCrae, 2002). Revised Neo Personality
Inventory assesses six specific lower level traits (facets) for each of the five function
spheres or combinations of subset of attributes (domains), has been widely used
(Costa &amp; McCrae, 1995). Extraversion refers to being highly active, social and
having positive feelings. Openness to experience represents the tendency to develop
oneself in intellectual ways and to experience new ideas, things, people, etc.
Agreeableness refers to kind, helping and thoughtful behavior. Conscientiousness is
associated with determination, self-control, and achievement orientation.
Neuroticism can be defined as the tendency to feel nervous, touchy, and badtempered (Furnham et al., 2003). In a study, the relationship between NEO-PI-R
and MBTI that is derived from Jung’s types and developed by Myers was examined.
According to the results, NEO-PI-R’s extraversion was correlated positively with
MBTI’s extraversion and negatively correlated with introversion. MBTI’s sensingintuition type explains how people perceive information and openness was negatively
associated with achieving information through senses and MBTI’ sensing and
positively associated with discovering possibilities that are unobvious and MBTI’s
intuition. MBTI’s thinking-feeling type describes how people judge information.
Agreeableness was found out negatively related with analyzing and MBTI’s thinking
and positively related with experiencing emotions and MBTI’s feeling. MBTI’s
judging-perceiving type signifies how people comprehend and work with
information. Conscientiousness was positively correlated with reaching conclusions
and MBTI’s judging and negatively correlated with becoming aware and MBTI’s
perceiving. MBTI’s extraversion-introversion type describes how mental orientation
toward life is. Neuorticism was negatively related with MBTI’s extraversion and
positively related with MBTI’s introversion (Furnham et al., 2003). Lately, The
Revised Neo, modified in a more readable way, has been called as NEO-PI-3. It was
Volume 6 Number 1 Spring 2016

127

�Guven Ordun, Asli Akun

found out to be psychometrically better even than sound NEO-PI-R and applicable
to adolescent sample (McCrae, Costa &amp; Martin, 2004). In this study, IPIP-NEO
with 120 statements is used. This short verison of IPIP-NEO has been found out
valid and reliable (Johnson, 2014).
Emotional Intelligence
Emotions and motivation have the same Latin root of “move”. Not suprisingly,
emotions influence people’s behaviors, choices, etc. People generally decide between
moving toward to pleasure, moving away from pain, moving against obstacles, and
stopping as focusing on and giving attention to what one is doing. Stopping is also a
tactic that animals such as rabbits use to survive. Stopping requires a high degree of
emotional intelligence to control automatic responses and impulses. People may
develop stopping through meditation (Terrell &amp; Hughes, 2008). Approaching from
another perspective, deriving from the basics of relational emotive theraphy
emotions are cognitions derived from one’s assessments of social environment that
lead to certain feelings (Strongman, 2003).
Deutschendorf (2009) provided historical background of emotional intelligence
research. Researchers have worked on the types of intelligence since 1900s. BarOn
developed one of the first valid tests in the field. In 1990 John Mayer, Peter Salovey,
and David Caruso developed ability based emotional intelligence test. In 1995
Daniel Goleman published his book “Emotional Intelligence” that gained public
interest and became a bestseller. In 1998, Goleman published his second book
“Emotional Intelligence in the Workplace” which strenghtened the success and
understanding of the concept (Deutschendorf, 2009).
Salovey and Mayer (1990) view emotions as organized responses, crossing the
boundaries of many psychological subsystems, including the physiological, cognitive,
motivational, and experiential systems. Emotions typically arise in response to an
event, either internal or external, that has a positively or negatively valenced meaning
for the individual. Emotions can be distinguished from the closely related concept of
mood in that emotions are shorter and generally more intense. Emotional
intelligence is not about behaving in good manner or behaving accordingly only to
one’s own intentions (Goleman, 1998). Emotional intelligence refers to recognizing
one’s own emotions, emotions of others and managing emotions in social relations
(Goleman, 1998). Goleman mentioned five main emotional and social abilities as
self-awareness, self-regulation, internal motivation, empathy, and social skills
(Goleman, 1998).
128

Journal of Economic and Social Studies

�Personality Characteristics and Emotional Intelligence Levels of Millenials:
A Study in Turkish Context

Emotional intelligence has also been researched in Turkish literature. Sahin et.al
(2009) analyzed relations between emotional intelligence, stress tolerance and Type
A Personality. Findings revealed that emotional intelligence is negatively correlated
with Type A personality and positively correlated with stress tolerance. İsmen (2001)
analyzed the relations between emotional intelligence and self evaluated problemsolving skills and specified a positive correlation between these concepts. Erkus and
Gunlu (2008) found positive relations between emotional intelligence and
dimensions of transformational leadership. Karahan and Yalcin (2009) examined the
effect of emotional intelligence skills training program on emotional intelligence
skills improvement by pretest-posttest design. Emotional intelligence was measured
by Hall’s self-evaluation scale including emotional awareness, managing emotions,
self-motivation, empathy, and coaching other people’s emotions dimensions. The
study revealed that the program was indeed useful for developing emotional
intelligence skills both in short and long-terms (Karahan &amp; Yalcin, 2009).
Personality and Emotional Intelligence
In literature, there have been studies that investigated the relationships between
personality dimensions and emotional intelligence. Ghiabi and Besharat (2011)
found that emotional intelligence is positively related with extraversion, openness,
agreeableness, and conscientiousness, negatively related with neuroticisim.
Furthermore, emotional intelligence was positively predicted by extraversion and
negatively predicted by neuroticism. Extraversion is explained as an attribute, which
eases experiencing pleasure and having positive emotions, with the effect of
emotional intelligence, and it will lead to high quality relationships (Ghiabi and
Besharat, 2011). Caruso, Mayer, and Salovey (2002) mentioned that ability based
emotional intelligence measures are distinguishable from the personality measures in
the sense that they measure an ability, a kind of intelligence. In their study they used
multi factor emotional intelligence scale and 16 PF. The results showed that
emotional intelligence positively correlated with sensivity primary factor and
extraversion global factor (Caruso et al., 2002). Sudak and Zehir (2013) analyzed the
relations between emotional intelligence, personality types and job satisfaction. Their
findings have represented significant correlations between all dmiensions of
personality and emotional intelligence. Highest positive correlation was between
agreeableness and other emotional appraisal. Although personality and emotions
have been investigated in literature, integration of the generation cohort to these
dimensions is relatively few. Petrides et al. (2007) investigated the relation between
personality characteristics and emotional intelligence. Their sample mean age was 25
Volume 6 Number 1 Spring 2016

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�Guven Ordun, Asli Akun

and considered to be within the millennial cohort. They found significant relations
between personality characteristics and emotional intelligence. Bergman et al. (2011)
analyzed the relation between narcissism and social network usage of the millennial
generation. Narcissism was not found to be as the main predictor of social network
usage and discussed that millennials’ social network usage was not solely about
attention seeking or maintaining self-esteem (a common stereotype for “Generation
Me”), but also a means of connecting and communicating. Despite all common
beliefs a comprehensive investigation is needed for milennial generation.
Millenials as a Generation Cohort
According to researchers, macro-level social, political and economic events that occur
during the pre-adult years of a cohort result in a generational identity comprising a
distinctive set of values, beliefs, expectations and behaviors. These values, beliefs,
expectations and behaviors remain constant throughout a generation’s lifetime
(Jackson et al., 2011).
As generally accepted in the literature four major cohorts exist: Veterans were born
between 1920 and 1945; Baby Boomers between 1946 and 1964; Generation X
members were born between 1965 and 1980 and Generation Y between 1981 and
2000. Each generation has its own characteristics due to different economic, social,
and political world events of their times. Great Depression and World War II in
veteran’s generation, Civil Rights Movements and Cold War in baby boomers’
generation, Challenger explosion and Fall of Berlin Wall in Xers generation, and
intense use of computers and multiculturalism in Y generation are among the
striking events of their times (Zemke, et al., 2000). Regarding the general
characteristics of Millenial generation, the most striking is that they are globally
connected through Internet and social media (Ordun, 2015).
When the literature about millennial cohort is analyzed, it seems that in different
continents different aspects of the millenials’ attributes gained more attention for
studying. In US the researches on millenials have concentrated on topics such as
social media (e.g. Nusair et al., 2013), consumers (e.g. Wolf et al., 2005); in Europe
main topics of research mostly focused on culture (e.g. Mihelcea et al. 2013) and
communication and multilingualism (e.g. Sundberg, 2013); in Asia studies mostly
focused on negotiation (e.g. Vieregge &amp; Quick, 2010) and hospitality management
(e.g. Kong et al., 2015); in Australia, domestic tourism (e.g. Gardiner et al., 2014);
in Africa, technology (e.g. Dlodlo &amp; Mahlangu, 2013).

130

Journal of Economic and Social Studies

�Personality Characteristics and Emotional Intelligence Levels of Millenials:
A Study in Turkish Context

Turkey is a transcontinental country between Europe and Asia. According to the
historical perspective, post Republican era in Turkey witnessed important socio
political events. Taking its roots from 1960s onwards, the political crisis and
instability resulted in 1980 military coup (Kaya Ozcelik, 2011). Being sensitive to
changes and developments in the world and specifically in Western societies, Turkish
science and philosophy has also been affected. After 1980s, poverty, development,
diversity and identity have mostly been emphasized. After 1990s globalization and
postmodernity started to determine the sociologic agenda (Ozcan, 2009). Thus, the
desired and undesired effects of the historical conditions on that current generation
and the following generations have become inevitable. Depending on the
problematic situations before 1980s upcoming generations were thought to be not
interested in politics however recent events signified that Y generation university
students have expressed their sociopolitical preferences through social media (Cakar
Mengu, et al., 2015). Yuksekbilgili (2013) investigated the characteristics of
millenials revealed in Turkey. The sample consisted of 603 millenials in Turkey and
the findings revealed that they trust their technological abilities more than listening,
effective communication, teamwork, and time management abilities. Millenails
thought that they don’t have skills for managing communication with difficult
people especially as they define themselves as impatient. Although they were not
highly committed to their organizations they were willing to work more in order to
get an early promotion. They also favor online shopping (Yuksekbilgili, 2013).
Another study with a sample of 1247 people, aimed to identiy the age interval of Y
generation in Turkey. The birth dates have ranged from 1983 to 1995 for millenials
in Turkey, different from the generally accepted 1980-2000 interval. The difference
was explained with the latency in dispersion of technological advances and internet
use in Turkey (Yuksekbilgili, 2015).
The millenials in Bosnia and Herzegovina have had different historic, socio
economic conditions and so experiences than rest of Europe. Röper and Gavranidou
(2003) mentioned that after the Bosnian War (1991-1995), healing trauma,
providing trainings, and counseling for coming generations have become important
issues. Eder (2014) also stated the war’s negative socioeconomic consequences such
as forced migration and financial difficulties and negative effects on youth education.
All in all, Y generation is expected to be involved in a diverse working environment.
Diversity refers to varied attributes regarding demographics, psychological
conditions, knowledge, values, skills, interests, and experiences (Landy and Conte,
2007). Deriving from generational diversity, the clash of values and views are more
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visible in workplaces where multigenerations work together. Being aware of the fact
that people may have different generational backgrounds, this may serve as barriers
regarding stereotypes. Especially when there is uncertainity and crisis, conflict shows
itself as tension and understanding generational differences may bridge the gaps
(Zemke, et al., 2000).
Hypotheses of the Study
The main assumption of the study focuses on the intercorrelations of the
dimensions. Dimensions of Emotional Intelligence and their correlates with Big 5
personality traits are investigated. In addition, millenials’ self-perception is explored
by Roger’s Q-Sort scale. As it was mentioned before, some personality traits (i.e.
extraversion, neuroticism) have been found closely associated with emotional
intelligence. Accordingly, the hypotheses are stated below:
H1. Emotional intelligence dimensions of Millennials are correlated with main
personality attributes.
The main dimensions of emotional intelligence defined as self-emotional appraisal,
other emotional appraisal, regulation of emotions and use of emotions. Regression
analysis has been computed to find out personality determinants of each emotional
intelligence dimension.
H2. Emotional intelligence dimensions are influenced by personality traits.
In addition, Millenials self-perception was explored by Roger’s Q-Sort scale.
Methodology
Sample
The sample consists of 237 undergraduate students in Turkey, Istanbul. Since
Istanbul has a cosmopolit structure, it is to a certain extent representative for Turkey.
According to the demographics 118 females and 119 males answered the
questionnaires. The participants are from three public universities in Istanbul;
Bogazici University, Marmara University, and Istanbul University.

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Measures
Emotional intelligence is measured using the 16 items self-report Wong and Law
(2002) Trait Emotional Intelligence Scale (WLEIS). Emotional intelligence measure
has 4 dimensions and 4 items for each as self emotional appraisal dimension (I have a
good sense of why I have certain feelings most of the time) others’ emotional
appraisal (I am a good observer of others’ emotions), regulation of emotions (I am
able to control my temper and handle difficulties rationally), and use of emotions (I
set goals for myself and then try my best to achieve them) (Wong &amp; Law, 2002).
Personality characteristics were assessed by the IPIP-NEO-120, which is the short
form of IPIP-NEO by Goldberg and based on Costa and McCrea’s NEO-PI-R
(1992) (Johnson, 2014). IPIP-NEO-120 has 5 domains, which consist of 6 facets
with 4 items for each facet. Neuroticism domain includes anxiety, anger, depression,
self-consciousness, immoderation, and vulnerability facets. Extraversion domain
consists of friendliness, gregariousness, assertiveness, activity level, excitement
seeking, and cheerfulness facets. Openness to experience domain includes
imagination, artistic interests, emotionality, adventurousness, intellect, and
liberalism facets. Agreeableness domain consists of trust, morality, altruism,
cooperation, modesty, and sympathy facets. Conscientiousness domain includes selfefficacy, orderliness, dutifulness, achievement-striving, self-discipline, and
cautiousness facets. The scale has showed strong psychometric properties (Johnson,
2014). Q Sort is a test of congruence between perceived and ideal self and Rogers,
one of the well known names of humanistic perspective, (1961) used this test in
psychotheraphy process of their clients. 24 adjectives have been used in order to
reveal out only their self-evaluations. The scales are measured on a 5-point Likerttype scale ranging from 1 (totally disagree) to 5 (totally agree). The short definitions
of the dimensions are presented in the table 1.

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Table 1: Definitions
Emotional Intelligence Dimensions
Self Emotional Appraisal
Other Emotional Appraisal
Regulation of Emotions
Use of Emotions
Big Five Personality Traits
Neuroticism
Extraversion
Openness
Agreeableness
Conscientiousness

Definition
Understanding one’s emotions
Observation &amp; sensitivity to others’ emotions
Control, adjust emotions &amp; soothe oneself
Use emotions in constructive ways
Definition
Have negative feelings &amp; feel threatened
Feel enthusiasm in most relationships
Feel pleasure with various experiences
Have kind &amp; understanding relationships
Be persistent &amp; control impulses

*i
* ii
Analysis and Results
Mean scores and standart deviations are calculated for either of the inventory
dimensions.
Table 2: Mean Scores and Std. Deviations of Emotional Intelligence Dimensions
Emotional Intelligence Dimensions
Self Emotional Appraisal
Other Emotional Appraisal
Regulation of Emotions
Use of Emotions

Mean
3,71
3,72
3,37
3,58

Std. Deviation
0,71
0,68
0,86
0,71

Self-emotional appraisal and other emotional appraisal have the highest mean scores.
While self-emotional appraisal is related with awareness of one’s self-emotions, other
emotional appraisal is related with feeling empathy for others. While regulation of
emotions is mostly related with controlling the urges instead of driven by them, use
of emotions is associated with motivation and self-efficacy. The lowest mean score
that millennials ranked themselves among all dimensions is the regulation of
emotions.

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Table 3: Mean Scores and Std. Deviations of Big Five Personality Traits
Big Five Personality Traits
Neuroticism
Extraversion
Openness
Agreeableness
Conscientiousness

Mean
2,78
3,46
3,57
3,42
3,51

Std. Deviation
0,50
0,44
0,45
0,46
0,52

Neuroticism is related with the tendency to experience unpleasant emotions such as
anger, worry or depression; it also refers to the degree of emotional instability and
impulsivity. Extraversion refers to the positive feelings and good social relations.
Those individuals with high levels of extraversion experience positive emotions and
have high levels of energy, assertiveness and sociability. Openness is associated with
the appreciation of new and unfamiliar. It is also related with the imaginative
capacity of the individidual. Agreeableness is about having the tendency to cooperate
rather than being suspicious towards others. It is also related with one’s trusting and
helping nature. Conscientiousness is associated with self-discipline, dutifulness and
aim for achievement (McCrae &amp; Costa, 1989). In this research, openness has the
highest and neuroticism has the lowest mean score.
Table 4: Mean Scores and Std. Deviations of Personality Facets
Main Traits

Neuroticism

Extraversion

Openness

Facets
Anxiety
Anger
Depression
Self-Consciousness
Immoderation
Vulnerability
Friendliness
Gregariousness
Assertiveness
Activity
Excitement
Cheerfulness
Imagination
Artistic
Emotionality

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Mean
3.07
3.08
2.44
2.72
2.76
2.56
3.50
3.03
3.73
3.28
3.39
3.79
3.96
3.63
3.82

Std. Deviation
0.85
0.97
0.71
0.67
0.73
0.77
0.67
0.87
0.61
0.70
0.80
0.72
0.77
0.77
0.63

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Agreeableness

Conscientiousness

Adventurousness
Intellect
Liberalism
Trust
Morality
Altruism
Cooperation
Modesty
Sympathy
Efficacy
Orderliness
Dutifulness
Achievement
Discipline
Cautiousness

3.16
3.63
3.18
3.28
3.78
3.96
3.13
2.60
3.74
3.74
3.23
3.97
3.47
3.30
3.32

0.69
0.79
0.68
0.86
0.87
0.65
0.75
0.65
0.73
0.64
0.95
0.65
0.75
0.70
0.82

Although anxiety and anger facets are slighty positive, every other facet in
neuroticism domain is under mean score of neuroticism. Among all, depression has
the lowest mean score. Anxiety can be defined as fear for the worst possibility, worry
for things and low resistance to stress. Low resistance to irritation and being quicktempered characterize anger. Depression, which has the lowest mean score, signifies
feeling dislike and uncomfort for self (Johnson, 2014). Cheerfulness has the highest
and gregariousness has the lowest mean scores among extraversion domain. Having
and radiating joy and loving life in a bright perspective describe cheerfulness. The
lowest scored facet gregariousness signifies preferring crowds and talking with many
different people in social gatherings (Johnson, 2014). Imagination has the highest
and adventurousness has the lowest mean score in openness domain. Having new
ideas and enjoying fantasies characterize imagination. Adventurouness signify
orientation to change and variety (Johnson, 2014). Among the domain
agreeableness, altruism has the highest and modesty has the lowest mean score. Low
scorers in modesty believe they are superior and may be considered arrogant by
others. Altruism can be defined as manifest in an active concern for the welfare of
others (Johnson, 2014). Dutifulness has the highest and orderliness has the lowest
mean score in conscientiousness domain. Dutifulness can be described by adherence
to truth, rules, and promises. Orderliness can be characterized by putting things back
in their place and tidying up (Johnson, 2014). In addition, among all facets
dutifulness has the highest and vulnerability has the lowest mean scores.

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Table 5: Correlations between Dimensions of Emotional Intelligence and Big Five
Personality Traits
Correlations
1
1.self
appraisal
2.other
appraisal

emotional
emotional

2

3

4

5

6

1

.157*

.162*

1

.054

.050

.232**

1

5.neuroticism

-.115

.049

-.216**

1
.451**

6.extraversion

.252**

.236**

.255**

.164*

-.304** 1

7.openness

.204**

.170**

.144*

.152*

-.190** .330**

8.agreeableness

-.005

.130*

.053

.323** -.107

9.conscientiousness

.074

.167*

.595**

.334** -.351** .194**

4.regulation
emotions

of

8

9

1
.333**

3.use of emotions

7

.037

1
.370** 1
.308** .389** 1

**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

According to the correlation results, one of the most powerful relations is between
use of emotions and conscientiousness (r=.60, p&lt;.01). The facets of
conscientiousness are self-efficacy, orderliness, dutifulness, achievement striving, selfdiscipline, and cautiousness (Johnson, 2014). Use of emotions refers to the ability to
utilize one’s own emotions to increase one’s performance (Bitmis &amp; Ergeneli, 2014).
Thus, it is understandable that people’s abilities to employ their emotions are
significantly and positively related with their efficacy, goal-attainment, discipline,
and care. Furthermore, one of the other most powerful relations is found between
regulation of emotions and neuroticism. Accordingly, regulation of emotions has
negative and significant correlation with neuroticism (r=-.45, p&lt;.01). The facets of
neuroticism are anxiety, anger, depression, self-consciousness, immoderation, and
vulnerability (Johnson, 2014). Regulation of emotions refers to one’s ability to adjust
one’s emotions (Bitmis &amp; Ergeneli, 2014). It is coherent that people’s abilities to
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regulate their emotions will be negatively related with their worry, bad-temper,
unbalanced acts, and fragility.
In addition, there are other significant relations between variables however they are
not as strong as the relations that was explained in previous paragraphs. Self
emotional appraisal is related significantly and positively with extraversion (r=.25,
p&lt;.01) and openness (r=.20, p&lt;.01). Other emotional appraisal is correlated with
significantly and positively with extraversion (r=.24, p&lt;.01), openness (r=.17, p&lt;.01),
agreeableness (r=.13, p&lt;.05), and conscientiousness (r=.17, p&lt;.05). Use of emotions
is significantly and negatively associated with neuroticism (r=-.22, p&lt;.01), whereas it
is significantly and positively associated with extraversion (r=.26, p&lt;.01) and
openness (r=.14, p&lt;.05). Regulation of emotions is found to have significant and
positive correlations with extraversion (r=.16, p&lt;.05), openness (r=.15, p&lt;.05),
agreeableness (r=.32, p&lt;.01), and conscientiousness (r=.33, p&lt;.01).
Table 6: The Impact of Big Five Personality Traits on Self Emotional Appraisal by
Regression Analysis
R

Model Summary
R Square

.305
Correlations

(Constant)
Neuroticism
Extraversion
Openness
Agreeableness
Conscientiousness

.093

Adjusted
Square
.073

Unstandardized
Coefficients
B
Std. Error
.027
.063
-.044
.070
.195
.070
.156
.073
-.082
.072
.033
.074

R

ANOVA
F

Sig.

4.606

.001

Standardized
Coefficients
Beta
-.044
.196
.157
-.083
.032

t
.427
-.626
2.788
2.140
-1.136
.439

Sig.
.670
.532
.006
.033
.257
.661

All in all, in addition to the powerful correlations between use of emotions and
conscientiousness and regulation of emotions and neuroticism, extraversion is found
to have significant and positive relations with all dimensions of emotional
intelligence. It is meaningful that people who feel comfortable with people, have
control in relationships, are socially active, and enjoy adventure may also

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comprehend one’s own emotions and emotions of others around and they may
adjust their emotions in social life and make use of them constructively.
The model summary table shows that big five personality traits can explain the % 7
of change in self emotional appraisal significantly (p&lt;.01). From the coefficients
table, it can be seen that only extraversion (p&lt;.01) and openness (p&lt;.05) have
positive and significant effects on self emotional appraisal. It is coherent that
extraverted people, who experience themselves in social situations and people who
are open to experience, being interested in ideas, discussions, and arts, are likely to
realize their emotions much more.
Table 7: The Impact of Big Five Personality Traits on Other Emotional Appraisal by
Regression Analysis
Model Summary
R
.333
Correlations

(Constant)
Neuroticism
Extraversion
Openness
Agreeableness
Conscientiousness

R Square
.111

ANOVA
Adjusted
Square
.091

R

Unstandardized Coefficients
B
Std. Error
.000
.064
.189
.070
.246
.070
.061
.073
.064
.072
.150
.075

F
5.594
Standardized
Coefficients
Beta
.188
.243
.060
.064
.147

Sig.
.000

t
.003
2.711
3.506
.827
.888
2.008

Sig.
.997
.007
.001
.409
.375
.046

The model summary table shows that Big Five Personality traits can explain %9 of
change in other emotional appraisal significantly (p&lt; .001). From the coefficients
table, it can be seen that neuroticisim (p&lt;.01), extraversion (p&lt;.01), and
conscientiousness (p&lt;.05) have significant effects on other emotional appraisal. It is
understandable that neurotic people, who worry about things easily, are likely to be
sensitive to the clues in their social environment such as others’ emotions although
the appraisal of it will probably be negative. In addition, it is meaningful that
extraverted people, who are busy with social contacts and conscientiousness people,
who give importance to integrity and discipline, are likely to be more sensitive to the
emotions of others. The question may come to the mind that agreeableness which is
related with concern and feel sorry for problems of others why not came up as
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statistically significant for its effect on understanding emotions’s of others. This
might be explained by the meaning, content of agreeableness is related with
sempathy (Johnson, 2014) rather than empathy.
Table 8: The Impact of Big Five Personality Traits on Regulation of Emotions by
Regression Analysis
Model Summary
R
.538
Correlations

(Constant)
Neuroticism
Extraversion
Openness
Agreeableness
Conscientiousness

R Square
.290

ANOVA
Adjusted
Square
.274

Unstandardized Coefficients
B
Std . Error
.000
.056
-.384
.062
.042
.062
-.074
.065
.272
.064
.103
.066

R
F
18.288
Standardized
Coefficients
Beta
-.384
.042
-.074
.273
.102

Sig.
.000

t
.003
-6.211
.670
-1.145
4.246
1.559

Sig.
.998
.000
.504
.253
.000
.120

The model summary table shows that big five personality traits can explain %27 of
change in regulation of emotions significantly (p&lt;.001). From the coefficients table,
it can be understood that neuroticisim (p&lt;.001) and agreeableness (p&lt;.001) have
significant effects on regulation of emotions. Neurotics, who are bad-tempered and
get owerhelmed easily, are less likely to control anger and cope with difficulties
rationally. Agreeable people, who prefer cooperation and modesty, are more likely to
have good control of their emotions and be calm in difficult situations.
The model summary table indicates that big five personality traits can explain % 41
of change in use of emotions significantly (p&lt;.001). From the coefficients table, it
can be seen that only extraversion (p&lt;.01), agreeableness (p&lt;.01), and
conscientiousness (p&lt;.001) have significant effects on use of emotions. It is coherent
that extraverted people who are socially active and take charge and conscientious
people, who strive for achievement, actualize plans, think and decide cautiously, are
likely to be motivated to do the best for their goals. It is also found out that
agreeable people, who trust others and like to help others, are less likely to set selforiented goals and concern more for other-oriented goals.

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Table 9: The Impact of Big Five Personality Traits on Use of Emotions by Regression
Analysis
Model Summary
R
.653
Correlations

R Square
.426

(Constant)
Neuroticism
Extraversion
Openness
Agreeableness
Conscientiousness

ANOVA
Adjusted
Square
.413

R
F
33.278

Unstandardized
Coefficients
B
Std. Error
.003
.051
.031
.056
.165
.056
-.038
.059
-.190
.058
.684
.060

Sig.
.000

Standardized
Coefficients
Beta
.031
.163
-.038
-.189
.672

t
.062
.561
2.920
-.655
-3.266
11.433

Sig.
.951
.575
.004
.513
.001
.000

Table 10: Self-Appraisals of Millennials on Roger’s Q-Sort List of Attributes
Adjective
Anxious
Attractive
Careless
Depressed
Dishonest
Energetic
Funny
Happy
Honest
Intelligent
Kind
Lazy

Mean
3,03
3,24
3,09
2,53
2,19
4,00
3,54
3,54
4,24
4,05
4,03
3,07

Std. Dev.
1,14
1,15
1,44
1,24
1,25
0,94
1,21
1,20
0,78
0,87
0,94
1,35

Rank
18
14
16
21
23
5
11
11
1
3
4
17

Adjective
Optimistic
Organized
Out-Going
Plain
Relaxed
Sad
Serious
Shy
Sloppy
Strong
Unhelpful
Weak

Mean
3,77
3,70
4,06
3,62
3,91
2,65
3,41
3,16
3,01
3,61
1,95
2,24

Std. Dev.
1,09
1,13
0,88
1,19
1,16
1,16
1,10
1,35
1,34
1,03
1,16
1,17

Rank
7
8
2
9
6
20
13
15
19
10
24
22

In Roger’s self assessment inventory, the adjective “honest” has the highest mean
value and “unhelpful” has the lowest mean value that means most millenials perceive
themselves as honest and only some perceive themselves as unhelpful. In addition to
the self-assessment results, as can be seen in the aforementioned paragraphs, the two
hypotheses of the study are supported.

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Conclusions and Discussion
Early millennials are about to gradute from faculties and this might be the best
chance to identify their characteristics, preferences, needs and values as they are
supposed to have a say on world issues soon. In the scope of this research, the
personality characteristics and their impact on emotional intelligence were studied.
In addition, since every one else seems to say something about them; some with
positive connotations (innovative, smart, well-educated, organized, social, ambitious
etc) and some with negative connotations (lazy, irresponsible, impatient, selfish,
disrespectful, etc), this study aims to understand their self-perception from their
point of views.
According to the correlation results, personality constructs have significant relations
with emotional intelligence dimensions as indicated in the aforementioned analysis
part in detail. By the evaluation of the regression analyses, the prediction capacity of
personality construct especially on regulation and use of emotion dimensions is
identified. As those dimensions are considered to be important on the level of
performance and advancement, the importance of personality assessment in
personnel selection might need to be reevaluated. Both hypotheses proposing
significant relations between the dimensions of emotional intelligence and
personality traits are accepted. Depending on the mean scores of Roger’s Q-sort list
it can also be identified that positive traits are evaluated more than negative traits.
Honest, out-going, intelligent, and kind have the highest mean scores while
unhelpful, dishonest, weak and depressed have the lowest mean scores.
Although there have been studies that have examined the relationship between
personality and emotional intelligence in many contexts, this study has a different
aim, model, and measured the concepts differently. In addition, the results can be
useful for millenials’ retention in work life adaptively, contributing their success to
organizational performance, and decreasing youth unemployment as much as
possible within the limitations of socioeconomic framework.
In further researches, the effect of cultural context on this relationship can also be
taken into consideration. The research topic can be investigated in other geographies
in Turkey rather than Istanbul or in different countries. Also, in further studies when
adequate numbers of millennials have significant roles in work life, relation between
personality characteristics and performance scores need to be investigated with the
mediator role of emotional intelligence.
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In addition, in one of the interviews that was published in a business and economics
journal, Guler Sabanci, one of the most well-known and successful woman in
Turkey, talked about understanding Y generation. Deriving from her experiences,
she mentioned that it is important for all people to read the changing world
comprehensively. She added that instead of market share millenials care about share
of heart, they give importance to the universal values such as equality, sustainability
and social responsibility and they have the long-term perspective. She stated that
these factors could be important for their loyalty (Capital, 2015). In future, the
researches regarding the practical implications of the values and preferences of
millenials can be examined in social and business context.
It is also crucial to make sense of present and future socioeconomic conditions by
considering history and what it has tought. This is valid not only for countries but
also for individuals and groups as well. In this regard, youth as a sample who is at the
intersection of past and future, who are affected by past, write today, and shape
future conditions although bounded by the world’s circumstances, is a vital source of
research.
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Bitmis, M. G. &amp; Ergenali, A. (2014). Emotional Intelligence: Reassessing the
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                <text>The purpose of the study is twofold. The first purpose of the study is to investigate the relations between personality characteristics and emotional intelligence of the Millennials. Costa and McCrea’s Big Five Personality Inventory (IPIP-NEO) is used to measure the personality characteristics of the millenials. Emotional intelligence dimensions are measured by Wong and Law emotional intelligence scale (WLEIS). Secondary purpose of the study is to find self-evaluations of the Millenials related with their characteristics. Roger’s Q-Sort Scale is used to find out Millenials self perceptions. An advantage of the Q-Sort Scale is that it offers straightforward assumptions about the underlying structure of a concept within demographical segments. Results reveal that use of emotion is positively correlated with conscientiousness whereas regulation of emotion is negatively correlated with Neuroticism. Furthermore, personality characteristics have effects on emotional intelligence dimensions. The effects are much more significant for regulation and use of emotions dimensions. These dimensions are assumed to be important determinants of performance within organizations so it is important to analyze the personality constructs associated with them. Depending on their self-perceptions, millienials evaluate themselves relatively high on positive traits (e.g. honest, out-going, etc.) and low on negative traits (e.g. unhelpful, dishonest, etc.). Regarding personality characteristics, they evaluated themselves highest in openness and lowest in neuroticism. Millenials will be the dominating workforce for the upcoming years, so if they are willing to establish high performance relations, managers should better understand Millenial characteristics and perspective.     Keywords: Millenials, Personality Characteristics, Emotional Intelligence.</text>
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                <text>For several decades the issue of personality effects on second language acquisition has been high on the agenda of many second language acquisition researchers (cf. Dewaele, 2009). Nevertheless, personality and other non-intellectual characteristics are considered to be weakly correlated with cognitive abilities and, as a result, they are not likely to explain variance in the outcomes of learning a foreign language (cf. Robinson &amp; Ellis, 2008). On the other hand, some researchers being aware of the potential of personality factors in the development of foreign language aptitude call for research on this neglected field (cf. Dörnyei, 2009, 2010; Hu &amp; Reiterer, 2009; Hyltenstam &amp; Abrahamsson, 2003; Moyer, 2007). The purpose of the study reported here was to analyze personality factors defined according to the “Five Factor Model” (McCrae &amp; Costa, 2003) in accomplished multilinguals. The factors included: Openness to experience, Conscientiousness, Extraversion, Agreeableness and Neuroticism. An instrument used in the study was The Revised NEO-FFI Personality Inventory (Costa &amp; McCrae, 1992) - a Polish adaptation by Zawadzki et al. (1998). The results of 44 accomplished multilinguals were compared to the results of 37 mainstream first-year English philology students. The analysis revealed that the factor of Openness to experience was significantly higher in the accomplished multilinguals than in the mainstream L2 learners. The other factors, that is Neuroticism, Agreeableness, Extraversion and Conscientiousness did not reveal statistically significant differences between the samples. Openness is a factor that is relatively stable and the most genetically determined of all the Five Factors. It includes a cognitive aspect, which means that people who score high on general cognitive ability tend to display openness to new experiences and intellectual curiosity and flexibility (Corno et al., 2002). A suggestion that Openness to experience is a good predictor of the outcomes of learning a foreign language is discussed.</text>
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                <text>The knowledge concerning personality traits of foreign language teachers for young learners which  contribute positively to teaching process is still insufficient. The paper will present the investigation that  involves the collection of experts’ opinions on the personality traits required from good foreign language  teachers for young learners. The Adjective Checklist was be used in the research to collect data from 26  experts - professionals in teacher education and foreign language teachers of young learners.The  investigation is the first part of the project aiming at constructing personality measurement tool helpful in  counselling candidate for foreign language teachers.  Keywords: foreign language teachers, young learners, personality traits</text>
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                    <text>ZBORNIK RADOVA PRAVNOG FAKULTETA SVEUČILIŠTA U MOSTARU, XXII-XIII, 2014.

423

�ZBORNIK RADOVA PRAVNOG FAKULTETA SVEUČILIŠTA U MOSTARU, XXII-XIII, 2014.

UDK: 338.124.4 (497.5):336.76 (497.6)
pregledni članak
29. ožujka 2014.

Mr.sc. Goran DODIG,
Zaklada za inovacijski i tehnološki razvitak

PERSPEKTIVE HRVATSKIH PROIZVOĐAČA I IZVOZNIKA
NAFTNIH DERIVATA NA TRŽIŠTU BiH
Sažetak:
U ovom radu će biti napravljena analiza međusobne robne razmjene Bosne i
Hercegovine i Hrvatske u segmentu naftnih derivata, a bit će provedena analiza i usporedba sa
vanjskotrgovinskom razmjenom u segmentu naftnih derivata između Mađarske i Bosne i
Hercegovine s obzirom da je Mađarska od 01.05.2004. članica EU te su prošli integracijske
procese koji Hrvatsku tek očekuju. Pored navedenog analizirat će se i utjecaj dinamike
završetka modernizacije regionalnih rafinerija na tržište naftnih derivata u BiH.
U ovom radu koristit će se metode analize i sinteze, deskripcija postojećeg stanja, standardne
logičke metode. Kvantitativnom i komparativnom metodom Statističko -analitičko metodom
ću se posebno koristiti kod analize ukupne vanjskotrgovinske razmjene između Hrvatske i BiH,
te vanjskotrgovinske razmjene u segmentu naftnih derivata. Induktivno-deduktivna
metodom koristit će se pri analizi utjecaja dinamike procesa modernizacije regionalnih
rafinerija nafte na tržište naftnih derivata u BiH. S obzirom da je predmet istraživanja izuzetno
širok, metodološki pristup temeljen je prije svega na analizi sekundarnih podataka tj. desk
istraživanju.
Utvrđeno je da će dinamika završetka procesa modernizacije regionalnih rafinerija
nafte utjecati na tržište naftnih derivata u Bosni i Hercegovini, budući da će proizvodni
rafinerijski kapaciteti znatno premašiti potrebe tržišta za naftnim derivatima. Pridruživanjem
Hrvatske EU prestao je vrijediti Ugovor o slobodnoj trgovini sa BiH koji je omogućavao
Hrvatskim izvoznicima povlašten položaj. Uvoznici u BiH će se otvoriti za nova-stara tržišta
koja su u proteklom periodu bila manje zastupljena. Sa ovog aspekta pristupanje RH Europskoj
uniji negativno će utjecati na konkurentnost hrvatskih izvoznika naftniha derivata.
Ključne riječi: Vanjska trgovina, integracije, Europska Unija.
Key words: Foreign trade, integrations, European Union,
424

�ZBORNIK RADOVA PRAVNOG FAKULTETA SVEUČILIŠTA U MOSTARU, XXII-XIII, 2014.

1. UVOD
Bosna i Hercegovina je izuzetno bitan vanjskotrgovinski partner Republike
Hrvatske, a vanjskotrgovinska razmjena odvijala se u okviru Ugovora o slobodnoj trgovini
koji je Hrvatskim izvoznicima omogućavao povlašten položaj. Ulazak Hrvatske u EU znači
pristup izuzetno liberaliziranom tržištu te će samim tim Hrvatski izvoznici izgubiti
povlašten položaj jer navedeni Ugovor ne vrijedi za članice EU.
Integracijski procesi koji očekuju Hrvatsku u narednom periodu značajno će
utjecati na konkurentnost Hrvatskih izvoznika u segmentu trgovine naftnim derivatima,
pa će samim tim i utjecaj na vanjskotrgovinsku bilancu Republike Hrvatske biti velik s
obzirom na udio navedenog segmenta u ukupnoj vanjskotrgovinskoj razmjeni bez obzira
što Hrvatski izvoznici u svom proizvodnom inputu sadrže veliku uvoznu komponentu.
Posebno će biti zanimljivo pratiti zbivanja na regionalnom tržištu naftnih derivata zbog
činjenice da najveći Hrvatski izvoznik investira u povećanje obujma proizvodnje iako
nema jasnu strategiju plasmana proizvodnog asortimana. Samim tim se i postavlja pitanja
opravdanosti i pravovremenosti investicija u povećanje obujma proizvodnje ako je jasno
da će nakon završetka investicijskog ciklusa proizvodni kapaciteti značajno premašiti
potrebe tržišta Republike Hrvatske, dok će se udio na stranim tržištima znatno smanjiti.
H1 - Konkurentnost Hrvatskih izvoznika naftnih derivata na tržištu Bosne i Hercegovine
će se smanjiti ulaskom Hrvatske u Europsku Uniju.
Pridruživanjem Hrvatske EU prestao je vrijediti Ugovor o slobodnoj trgovini sa
BiH koji je omogućavao Hrvatskim izvoznicima povlašten položaj. Uvoznici u BiH će se
otvoriti za nova-stara tržišta koja su u proteklom periodu bila manje zastupljena.
H2 - Dinamika završetka procesa modernizacije regionalnih rafinerija nafte će utjecati na
tržište naftnih derivata u Bosni i Hercegovini.
S obzirom da će pridruživanjem Republike Hrvatske EU Hrvatski izvoznici izgubiti
povlašten položaj na tržištu naftnih derivata u BiH, nužno je bilo poduzeti konkretnije
korake u cilju zaštite pozicije na tržištu. Jedna od mogućnosti bila bi ozbiljniji pokušaj
sudjelovanja na javnom natječaju za privatizaciju Rafinerije Bosanski Brod, što je izostalo.
Kao posljedica propusta je činjenica da će se dugoročno izgubiti veliki dio tržišta u BiH u
navedenom segmentu. Ako se uzme u obzir da najveći Hrvatski proizvođač i izvoznik
naftnih derivata investira milijardu i pol eura, između ostalog, u povećanje proizvodnih
kapaciteta u svojim rafinerijama, te da će proizvodni kapaciteti biti znatno veći od potreba
tržišta RH na kojem se ionako smanjuje udio, postavlja se pitanje da li su navedene
investicije stigle prekasno, te da li je bilo potrebno poduzeti druge korake u cilju zaštite
udjela na domaćem i inozemnom tržištu. „Drugi korak“ prvenstveno se odnosi na
investiciju u kupovinu Rafinerije u Bosanskom Brodu kojom bi se u velikoj mjeri zaštitio
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interes na tržištu naftnih derivata u BiH. Navedena investicija se u velikoj mjeri mogla
financirati iz višegodišnjeg ekstra profita koji je ostvarivala INA pri izvozu naftnih derivata
neplaćajući carinska davanja temeljem Ugovora o slobodnoj trgovini sa BiH. Kupovina
rafinerije Bosanski Brod dugoročno bi značila stabilnu poziciju INE na tržištu naftnih
derivata u BiH, s obzirom da bi kupovina rafinerije od strane INE znatno usporila dolazak
i poziciju velikih naftnih kompanija na tržištu BiH. Budući da je nakon 20 godina
obnovljen transport rijekom Savom, da je potpisan ugovor sa Janaf-om o transportu nafte
i naftnih derivata rijekom Savom, da je potpisan sporazum o transportu željeznicom iz
Slavonskog Broda sa HŽ-om, te da petogodišnji investicijski ciklus ruskih naftnih
kompanija koji završava 2014. podrazumjeva investicije samo u rafineriju u Bosanskom
Brodu u iznosu od 675 milijuna eura jasno ukazuje na cilj ruskih naftnih kompanija da
postanu lideri na tržištu naftnih derivata u BiH.
Ciljevi istraživanja u okviru ovog rada su:
- Analizirati dosadašnju robnu razmjenu Republike Hrvatske i BiH u segmentu naftnih
derivata.
- Analizirati dinamiku završetka modernizacije regionalnih rafinerija i njihov utjecaj na
tržište naftnih derivata u BiH.
- Utvrditi moguće posljedice pridruživanja Hrvatske Europskoj uniji na razmjenu naftnih
derivata s BiH te predložiti mjere za smanjenje mogućih negativnih efekata na hrvatski
izvoz.
2. METODE ISTRAŽIVANJA
Kako bi ispitali postavljene hipoteze te ostvarili ciljeve zadane u ovom radu koristit
će se metode analize i sinteze, deskripcija postojećeg stanja, standardne logičke metode.
Kvantitativnom i komparativnom metodom ću se posebno koristiti u pri ispitivanju
hipoteze H1 koja glasi „Ulaskom Hrvatske u Europsku Uniju smanjiti će se konkurentnost
hrvatskih izvoznika naftnih derivata na tržištu Bosne i Hercegovine“ u kojima se
uspoređuje vanjskotrgovinska razmjena Mađarske i BiH u segmentu naftnih derivata.
Statističko-analitičko metodom ću se posebno koristiti kod analize ukupne
vanjskotrgovinske razmjene između Hrvatske i BiH, te vanjskotrgovinske razmjene u
segmentu naftnih derivata. Induktivno-deduktivna metodom koristit će se pri ispitivanju
hipoteze H2 „Na tržište naftnih derivata u Bosni i Hercegovini bitno će utjecati dinamika
procesa modernizacije regionalnih rafinerija nafte“.
S obzirom da je predmet istraživanja izuzetno širok, metodološki pristup temeljen
je prije svega na analizi sekundarnih podataka tj. desk istraživanju. Osnovni izvori
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sekundarnih podataka uključuju dostupnu inozemnu i domaću literaturu, stručne
časopise i znanstvene članke, razne on-line baze podataka te periodične statistike
ovlaštenih zavoda.
Pored ovih metoda za ostvarenje ciljeva istraživanja vrlo će korisno biti i
višegodišnje iskustvo autora u segmentu vanjskotrgovinske robne razmjene naftnih
derivata.
3. UVOZ NAFTNIH DERIVATA IZ MAĐARSKE
U BOSNU I HERCEGOVINU
Poznata je činjenica da je Mađarska od 01.05. 2004. godine punopravna članica EU,
te ću u tom kontekstu i analizirati uvoz naftnih derivata u BiH iz Mađarske.. S obzirom da
Agencija za statistiku BiH podatke ažurira od 2003. počet ću sa analizom za 2003. godinu i
to dio koji se odnosi na grupu proizvoda unutar tarifne oznake 2710. Tarifna oznaka 2710
podrazumijeva naftna ulja dobivena od bitumenskih minerala, osim sirovih, što sadrže
70% ili više masenog udjela naftnih ulja ili ulja dobivenih od bitumenskih minerala, koji
čine osnovne sastojke tih proizvoda. Radi lakše usporedbe i detaljnije analize odabrani su
derivati koji ukupno čine više od 90% uvoza u BiH a dio su tarifne oznake 2710, odnosno
odabrani su derivati koji čine najveći udio u potrošnji (BMB 95, MB 98, BMB 98, Euro
Diesel, lož ulje).S obzirom da je Mađarska pristupila EU 01.05.2004. godine tj sredinom
godine vanjskotrgovinska robna razmjena između Mađarske i BiH nije u kratkom
periodu, odnosno u 2004. godini značajnije oscilirala, čak je tijekom 2004. godine
zabilježen blagi rast uvoza naftnih derivata u BiH iz Mađarske.
Grafikon 1.Vrijednost i količina uvoza odabranih naftnih derivata iz Mađarske u BiH
za period 2003.-2009. godina
250.000.000,00
200.000.000,00
150.000.000,00

VRIJEDNOST KM

100.000.000,00

KOLIČINA KG

50.000.000,00
0,00

2003 2004 2005 2006 2007 2008 2009

Izvor:Agencija za statistiku BiH; obrada autora
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Na grafikonu 1. su jasno vidljivi, za mađarsko gospodarstvo negativni efekti
pridruživanja EU. S obzirom na datum pristupanja 2004. godina i ne može biti referentna
godina u ovoj analizi, tako da su efekti mjerljivi od 2005. godine. Izuzetak je 2008. godina
koja bilježi porast vrijednosti i količine uvezenih naftnih derivata u BiH iz Mađarske.
Razlozi porasta uvoza u Bosnu i Hercegovinu iz Mađarske leže u činjenici da je 2008.
godinu obilježilo niz zanimljivih događaja na tržištu nafte i naftnih derivata koji
argumentiraju nagli porast uvoza naftnih derivata iz Mađarske u BiH. Razlog porasta
vrijednosti uvezenih naftnih derivata u 2008.godini u odnosu na 2007. godinu za 61,37%,
te porasta količine uvezenih derivata za 33,45% leži u činjenici da je drugu polovicu godine
obilježilo izuzetno nestabilno tržište nafte i naftnih derivata, kako na globalnom tako i na
regionalnom tržištu kada je najveći hrvatski proizvođač naglo smanjio ponudu količina
naftnih derivata iz svojih rafinerija i distributivnih skladišta i tim potezom destabilizirao
tržište naftnih derivata u Bosni i Hercegovini. U tom periodu je nastala pomutnja među
trgovcima naftnim derivatima koji su u kratkom roku morali pronaći alternativna rješenja
što nije bilo niti malo jednostavno i značajno je poskupljivalo nabavku naftnih derivata.
4. ANALIZA POTENCIJALNIH EFEKATA PRIDRUŽIVANJA RH EUROPSKOJ
UNIJI NA TRŽIŠTE NAFTNIH DERIVATA U BiH
Ugovorima o slobodnoj trgovini između Bosne i Hercegovine i jednog broja
zemalja, prije svega s Hrvatskom, Mađarskom i Srbijоm i Crnom Gorom, doveo je naftnu
privredu ovih zemalja u povlašten položaj na tržištu nafte u BiH. Ukidanjem carine sa
navedenim zemljama derivati iz njihovih rafinerija cjenovno su postali znatno
konkurentniji u odnosu na derivate iz trećih zemalja na koje je obračunavana carina od 10
%. Ulaskom Mađarske u Europsku uniju, prestala je važnost ugovora o slobodnoj trgovini,
što je utjecalo na smanjenje uvoza derivata iz ove zemlje, mada Mađarska kompanija MOL
poduzima sve da održi konkurentnost i prisutnost na tržištu BiH.
Radi kontrole kvaliteta naftnih derivata i uvođenja reda na tržištu, Vijeće ministara
Bosne i Hercegovine donijelo je u srpnju 2002. godine Odluku o kontroli kvalitete tekućih
naftnih derivata kојi se uvoze u Bosnu i Hercegovinu. Ovom Odlukom predviđeno je da
uvozni derivati moraju odgovarati euro-standardima, dok su derivati iz domaće
proizvodnje izuzeti, a rafineriji nafte Bosanski Brod je ostavljen rok da do kraja 2006.
godine mora početi proizvodnju po utvrđenim standardima. Donesena је i odgovarajuća
regulativa, kojom je regulirano da se sve obaveze na derivate р1аćајu pri uvozu, što је
imalo utjecaja na sređivanje stanja na tržištu.
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Svaka država utvrđuje pravila, kako u prometu tako posebno za uvoz naftnih
derivata, i raznim mjerama uređuje i vrši zaštitu vlastitog tržišta. U prometu naftnih
derivata u Bosni i Hercegovini praktično su postojala tri gospodarska sustava (dva entiteta
i država), promatrano sa aspekta zakonske regulative u domeni akcize i poreza, što je
pogodovalo razvoju sive ekonomije.
Sve ovo je utjecalo da se ne uspostavi jedinstveno tržište i jedinstven ekonomski
prostor u naftnom gospodarstvu u Bosni i Hercegovini sa posljedicama koje ćе dugoročno
djelovati na ovaj sektor gospodarstva. Donošenjem Zakona o indirektnom oporezivanju i
uspostavljanjem Uprave za indirektno oporezivanje na državnom nivou uklonjene su
unutrašnje barijere u prometu naftnih derivata i uspostavlja se jedinstveno tržište nafte i
naftnih derivata.
Liberalizacija uvoza gotovih proizvoda kao jedan od ciljeva ekonomske politike u
reformiranom gospodarskom ambijentu je nesporan, ali i država mora utvrditi pravila
ponašanja na tržištu nafte i naftnih derivata. Pristup domaćem tržištu mora biti reguliran
kriterijima u oblasti standardizacije i procedura koje su prihvaćene međunarodnim
pravilima i jasno definiranim instrumentima njegove zaštite. Sva rješenja i mjere uređenja
tržišta, moraju imati antimonopolski karakter i omogućiti maksimalno djelovanje tržišta.
Grafikon 2.Vrijednosti uvoza naftnih derivate iz Mađarske u BiH za period 2003.-2009. godina

Izvor:Agencija za statistiku BiH; obrada Autora; Maljanović ,A. (adisa.maljanovic@bhas.ba),
14.05.2010. Uvoz nafte i naftnih derivate.E-mail za Dodig, G.(goran.dodig@auro.ba)
Grafikon 3.Količina uvoza naftnih derivata iz Mađarske u BiH za period 2003.-2009. godina

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Izvor: Agencija za statistiku BiH; obrada Autora; Maljanović, A.(adisa.maljanovic@bhas.ba),
14.05.2010. Uvoz nafte i naftnih derivate.E-mail za Dodig, G.(goran.dodig@auro.ba)

Na grafikonu 2. i 3. su jasno vidljivi, za mađarsko gospodarstvo negativni efekti
pridruživanja EU. S obzirom na datum pristupanja 2004. godina i ne može biti referentna
godina u ovoj analizi, tako da su efekti mjerljivi od 2005. godine. Izuzetak je 2008. godina
koja bilježi porast vrijednosti i količine uvezenih naftnih derivata u BiH iz Mađarske.
Razlozi porasta uvoza u Bosnu i Hercegovinu iz Mađarske leže u činjenici da je 2008.
godinu obilježilo niz zanimljivih događaja na tržištu nafte i naftnih derivata koji
argumentiraju nagli porast uvoza naftnih derivata iz Mađarske u BiH. Razlog porasta
vrijednosti uvezenih naftnih derivata u 2008.godini u odnosu na 2007. godinu za 61,37%,
te porasta količine uvezenih derivata za 33,45% leži u činjenici da je drugu polovicu godine
obilježilo izuzetno nestabilno tržište nafte i naftnih derivata, kako na globalnom tako i na
regionalnom tržištu kada je najveći hrvatski proizvođač naglo smanjio ponudu količina
naftnih derivata iz svojih rafinerija i distributivnih skladišta i tim potezom destabilizirao
tržište naftnih derivata u Bosni i Hercegovini.
U tom periodu je nastala pomutnja među trgovcima naftnim derivatima koji su u
kratkom roku morali pronaći alternativna rješenja što nije bilo niti malo jednostavno i
značajno je poskupljivalo nabavku naftnih derivata.
Prema iskustvu autora povećani su troškovi prijevoza robe zbog udaljenih
destinacija utovara (Kopar, Pečuh) produljen je vremenski rok isporuke naftnih derivata te
samim tim povećan angažman prijevoznika, dok su neki zbog rigoroznih mađarskih
prometnih zakona izbjegavali angažmane koji podrazumijevaju utovare u mađarskim
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rafinerijama. S obzirom na umjetno i stvorenu krizu, trgovci i distributeri su u potrazi za
alternativnim rješenjima koristili mogućnosti uvoza iz drugih zemalja poput Italije,
Rumunjske, Turske i naravno Mađarske. Direktan i isključivi razlog porasta uvoza naftnih
derivata u BiH iz Mađarske je naglo smanjenje raspoloživih količina u rafinerijama i
distributivnim skladištima najvećeg Hrvatskog proizvođača.
Grafikon 4.Vrijednosti uvoza naftnih derivate iz RH u BiH za period 2003.-2009. godina

Izvor: Agencija za statistiku BiH; obrada Autora; Maljanović, A.(adisa.maljanovic@bhas.ba),
14.05.2010. Uvoz nafte i naftnih derivate.E-mail za Dodig, G.(goran.dodig@auro.ba)

Iz grafikona 4. je vidljivo da ukupna vrijednost uvoza promatranih naftnih
derivata kontinuirano bilježi rast u promatranom periodu, osim u 2009. kad bilježi pad
vrijednostiuvezene količine od 53,7%. Vidljivo je i to da porast vrijednosti uvoza ne prati
porast uvezenih količina pa je zabilježen pad u 2005. 2008. i u 2009. godini u odnosu na
prethodne godine što ukazuje na dinamiku promjene cijena na globalnom i regionalnom
tržištu naftnih derivata.

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Grafikon 5.Količina uvoza naftnih derivata iz RH u BiH za period 2003.-2009. godina

Izvor: Agencija za statistiku BiH; obrada Autora; Maljanović, A.(adisa.maljanovic@bhas.ba),
14.05.2010. Uvoz nafte i naftnih derivate.E-mail za Dodig, G.(goran.dodig@auro.ba)

U grafikonu 4. i 5. je vidljivo da je najveća razina cijena naftnih derivata na
globalnom i regionalnom tržištu bila tijekom 2008. godine, dok je najniža bila tijekom
2003. godine. U 2009. godini je prvi put nakon 2005. godine prosječna vrijednost uvezenih
količina po kilogramu manja od jedne konvertibilne marke. Vidljivo je i to da je period
2008. i 2009. godina izuzetno turbulentan period na tržištu naftnih derivata. Ono što je
najvažnije i ono što bi trebalo najviše zabrinuti najvećeg hrvatskog izvoznika vidljivo je u
grafikonu 2. i 3., a to je činjenica da je pad uvoza promatranih naftnih derivata u Bosnu i
Hercegovinu iz Mađarske direktno povezan sa pristupanjem Mađarske Europskoj Uniji i
to je potencijalni efekt pristupanja Republike Hrvatske Europskoj Uniji na tržište naftnih
derivata u Bosni i Hercegovini.
5. ANALIZA POTENCIJALNIH EFEKATA MODERNIZACIJE
HRVATSKIH RAFINERIJA NA TRŽIŠTE NAFTNIH DERIVATA U BIH
U Rafineriji nafte Bosanski Brod postoje dvije tehnološke linije za preradu nafte,
ukupnog kapaciteta 4 320 000 tona godišnje. Stara linija prerade, kapaciteta 2 milijuna
tona godišnje, započela je s radom 1968. godine. Danas može preraditi 1 320 000 tona
sirove nafte godišnje. Nova linija, završena 1991. godine, ima instalirani kapacitet od 3 000
000 t/god. Uslijed započetih ratnih zbivanja nova je linija samo puštena u probni rad, no
nije započela s radom. Pregovori o privatizaciji Rafinerije nafte Bosanski Brod započeli su
2005. godine, u paketu s Rafinerijom ulja Modriča i banjalučkim Petrolom, s kompanijom
NefteGazInKor, koja je dio ruske državne kompanije Zarubezhneft iz Moskve.
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Rafinerija nafte Sisak jedna je od dviju rafinerija INA d.d. Udaljena je 50 km od
Zagreba koji bilježi najveću potrošnju derivata u zemlji. Rafinerija prerađuje naftu iz
domaćih izvora te rusku naftu uvezenu naftovodima Družba 1 i Družba 2. Moguća je i
opskrba naftom s Mediterana putem naftovoda JANAF. Rafinerija godišnje preradi u
prosjeku 2,0-2,2 milijuna tona nafte. Rafinerija proizvodi UNP, motorne benzine,
primarni benzin, gorivo za mlazne motore, petrolej za bušotine, loživa ulja, naftni kokszeleni i kalcinirani te bitumen.
Rafinerija u Rijeci (Urinj) u vlasništvu INE d.d., smještena je 12 km južno od
Rijeke, s vlastitom lukom za dopremu i otpremu roba, sirove nafte i naftnih derivata.
Postrojenja za proizvodnju maziva i bitumena nalaze se na Mlaki. U Rafineriji nafte Rijeka
proizvodi se ukapljeni naftni plin, primarni benzin, motorni benzini, petroleji, gorivo za
mlazne motore, dizelska goriva, loživa ulja, brodska goriva, bitumeni, tekući sumpor,
bazna ulja, motorna i industrijska maziva, mazive masti i parafin.1
Tablica 1. Projekcija potrošnje i proizvodni kapaciteti rafinerija
Rafinerija
miljuni tona
Instalirani kapaciteti
2005

B.Brod

ukupno

4,5

2,3

1,3

8,1

5,313

0,135

5,448

Potrošnja matičnih država

4,64

1,2

5,84

4,2

11,9

1,71

6,92

4,2

11,9

2,41

7,81

4,5

Potrošnja matičnih država
Instalirani kapaciteti

2020

Sisak

Proizvodnja

Instalirani kapaciteti
2010

Rijeka

Potrošnja matičnih država

3,2
5,21

4,5

3,2
5,4

Izvor: Energetski institut Hrvoje Požar

1

Energetski institut Hrvoje Požar (2008) Studija energetskog sektora u BiH: Modul-Nafta. Bosna i
Hercegovina
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6. ZAKLJUČAK
Osnovno pitanje je što će se desiti sa vanjskotrgovinskom robnom razmjenom u
segmentu trgovine naftnim derivatima između Republike Hrvatske i Bosne i Hercegovine
nakon pristupanja Republike Hrvatske Europskoj Uniji.
Hipoteze postavljene u ovom radu su da će se konkurentnost Hrvatskih izvoznika
naftnih derivata na tržištu Bosne i Hercegovine smanjiti ulaskom Hrvatske u Europsku
Uniju te da će dinamika završetka procesa modernizacije regionalnih rafinerija nafte
utjecati na tržište naftnih derivata u Bosni i Hercegovini.Pridruživanjem Hrvatske EU
prestat će vrijediti Ugovor o slobodnoj trgovini sa BiH koji je omogućavao Hrvatskim
izvoznicima povlašten položaj. Uvoznici u BiH će se otvoriti za nova-stara tržišta koja su u
proteklom periodu bila manje zastupljena. Kroz ovaj rad prikazana je razmjena u
segmentu naftnih derivata između Mađarske i BiH. Ulaskom Mađarske u Europsku uniju,
prestala je važnost ugovora o slobodnoj trgovini, što je direktno utjecalo na smanjenje
uvoza derivata iz ove zemlje, mada Mađarska kompanija MOL poduzima sve da održi
konkurentnost i prisustvo na tržištu BiH što joj je teško uspijevalo i vidljivo je grafikonu 1.
Godinu 2008. je obilježilo niz zanimljivih događaja na tržištu nafte i naftnih
derivata koji argumentiraju nagli porast uvoza naftnih derivata iz Mađarske u BiH. Nakon
što je barel nafte u ljeto 2008. dosegnuo rekordnih 147 dolara, uslijedio je drastičan pad
cijene na svjetskom tržištu, što je prema dolje povuklo i rezultate kompanija. Razlog
porasta vrijednosti uvezenih naftnih derivata u 2008.godini u odnosu na 2007. godinu za
61,37%, te porasta količine uvezenih derivata za 33,45% leži u činjenici da je drugu
polovicu godine obilježilo izuzetno nestabilno tržište nafte i naftnih derivata, kako na
globalnom tako i na regionalnom tržištu. Naime, u navedenom periodu najveći Hrvatski
proizvođač je naglo smanjio ponudu količina naftnih derivata iz svojih rafinerija i
distributivnih skladišta. S obzirom na udio tržišta koji je snabdijevan iz navedenih izvora
jasno je da je u kraćem roku nastala pomutnja među trgovcima naftnim derivatima koji su
u kratkom roku morali pronaći alternativna rješenja što nije bilo niti malo jednostavno i
značajno je poskupljivalo nabavku naftnih derivata. Direktan i isključivi razlog porasta
uvoza naftnih derivata u BiH iz Mađarske tijekom 2008. godine je naglo smanjenje
raspoloživih količina u rafinerijama i distributivnim skladištima najvećeg Hrvatskog
proizvođača. Negativan efekt smanjenja raspoloživih količina naftnih derivata u
rafinerijama u Rijeci i Sisku znatno se osjetio i u 2009. godini što je vidljivo u grafikonu
broj 2., a zabrinjavajuća je činjenica da su postojeću situaciju u dobroj mjeri iskoristile
naftne kompanije iz Rusije što je vidljivo iz podatka Agencija za statistiku BiH o uvozu
mineralnih goriva i maziva i srodnih proizvoda. Naime, do 2009. godine Rusija nije bila
značajan vanjskotrgovinski partner Bosni i Hercegovini, a tijekom 2009. godine prema
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�ZBORNIK RADOVA PRAVNOG FAKULTETA SVEUČILIŠTA U MOSTARU, XXII-XIII, 2014.

podacima Agencija za statistiku BiH u Bosnu i Hercegovinu iz Rusije uvezeno je
mineralnih goriva i maziva i srodnih proizvoda u vrijednosti od 805.753.000KM.
S obzirom da će pridruživanjem Republike Hrvatske EU Hrvatski izvoznici izgubiti
povlašten položaj na tržištu naftnih derivata u BiH, nužno je bilo poduzeti konkretnije
korake u cilju zaštite pozicije na tržištu. Jedna od mogućnosti bila bi ozbiljniji pokušaj
sudjelovanja na javnom natječaju za privatizaciju Rafinerije Bosanski Brod, što je izostalo.
Kao posljedica propusta je činjenica da će se dugoročno izgubiti veliki dio tržišta u BiH u
navedenom segmentu. Ako se uzme u obzir da najveći Hrvatski proizvođač i izvoznik
naftnih derivata investira milijardu i pol eura, između ostalog, u povećanje proizvodnih
kapaciteta u svojim rafinerijama, te da će proizvodni kapaciteti biti znatno veći od potreba
tržišta RH na kojem se ionako smanjuje udio, postavlja se pitanje da li su navedene
investicije stigle prekasno, te da li je bilo potrebno poduzeti druge korake u cilju zaštite
udjela na domaćem i inozemnom tržištu. „Drugi korak“ prvenstveno se odnosi na
investiciju u kupovinu Rafinerije u Bosanskom Brodu kojom bi se u velikoj mjeri zaštitio
interes na tržištu naftnih derivata u BiH. Navedena investicija se u velikoj mjeri mogla
financirati iz višegodišnjeg ekstra profita koji je ostvarivao najveći hrvatski proizvođač pri
izvozu naftnih derivata neplaćajući carinska davanja temeljem Ugovora o slobodnoj
trgovini sa BiH. Kupovina rafinerije Bosanski Brod dugoročno bi značila stabilnu poziciju
najvećeg hrvatskog proizvođača na tržištu naftnih derivata u BiH, s obzirom da bi
kupovina rafinerije od strane najvećeg hrvatskog proizvođača znatno usporila dolazak i
poziciju velikih naftnih kompanija na tržištu BiH. Budući da je nakon 20 godina
obnovljen transport rijekom Savom, da je potpisan ugovor sa Janaf-om o transportu nafte
i naftnih derivata rijekom Savom, da je potpisan sporazum o transportu željeznicom iz
Slavonskog Broda sa HŽ-om, te da petogodišnji investicijski ciklus ruskih naftnih
kompanija koji završava 2014. Podrazumijeva investicije samo u rafineriju u Bosanskom
Brodu u iznosu od 675 milijuna eura jasno ukazuje na cilj ruskih naftnih kompanija da
postanu lideri na tržištu naftnih derivata u BiH. S obzirom na najavljene investicijske
cikluse u rafinerije u regiji, te s obzirom na činjenice da MOL ima svoje rafinerije, da se
udio na naftnom tržištu najvećeg hrvatskog proizvođača smanjuje usljed dolaska i
povećanja tržišnog udjela stranih kompanija poput OMV-a, Petrol-a, Lukoil-a, te s
obzirom da svi oni imaju “svoje“ dobavljače, jasno se nameće pitanje iskoristivosti
rafinerijskih proizvodnih kapaciteta. Iz tablice 1. jasno je vidljivo da će instalirani
prerađivački kapaciteti znatno premašiti potrošačke kapacitete Republike Hrvatske i
Bosne i Hercegovine, tj planirani instalirani prerađivački kapaciteti će biti za 4,09 milijuna
tona veći od projiciranih potrošačkih kapaciteta. S obzirom na višak preradbenih
kapaciteta potrebno je razmotriti mogućnost zatvaranja određenih preradbenih kapaciteta.
Jedan od bitnih čimbenika prilikom procjene eventualnog zatvaranja preradbenih
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�ZBORNIK RADOVA PRAVNOG FAKULTETA SVEUČILIŠTA U MOSTARU, XXII-XIII, 2014.

kapaciteta je promjena u vlasničkoj strukturi rafinerija. Ukoliko dođe do okrupnjavanja
preradbenih kapaciteta odnosno više rafinerija bude imalo istog vlasnika, za očekivati je
zatvaranje viška preradbenih kapaciteta. U protivnom, neće doći do zatvaranja već samo
do smanjenja iskorištenja preradbenih kapaciteta, a osnova za konkurentnost biti će u
kvaliteti proizvoda i ostvarenoj cijeni. Iz ovog aspekta, na poslovanje rafinerija direktno će
utjecati dinamika završetka modernizacija regionalnih rafinerija.
LITERATURA
Andrijanić, I. (2005) Poslovanje u vanjskoj trgovini. Zagreb:Mikrorad
Babić, M. i Babić, A.(2000) Međunarosna ekonomija. Zagreb: Mate
Bilas, V. (2006) Analiza integracijskih trendova u svijetu i položaj Hrvatske. Doktorska
disertacija. Zagreb: Ekonomski fakultet.
Boromisa, A.(2004) Prvi krug proširenja EU na države središnje i istočne Europemoguće posljedice na gospodarstvo Hrvatske. Doktorska disertacija. Zagreb:
Ekonomski fakultet
Grgić, M. i Bilas, V. (2008) Međunarodna ekonomija. Zagreb: Lares plus.
Kandžija V., Gospodarski sustav Europske unije, Ekonomski fakultet Sveučilišta u
Rijeci, Rijeka, 2003.
Kinnock,N., Bridging gaps in Financing Infrastructure,1998, p. 3.
Matić, B. (2004) Međunarodno poslovanje. Zagreb: Sinergija nakladništvo.
Ostalo
Energetski institut Hrvoje Požar, Studija energetskog sektora u BiH, Hrvatska, 2008.
Agencija za statistiku BiH, Bruto domaći proizvod prema rashodnom pristupu 2005.2008., Sarajevo, 2009.

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�ZBORNIK RADOVA PRAVNOG FAKULTETA SVEUČILIŠTA U MOSTARU, XXII-XIII, 2014.

Internet stranice
www.bhas.ba, Agencija za statistiku BiH
www.cbbih.ba , Centralna banka BiH
www.komorabih.com, Vanjskotrgovinska komora BiH
www.poslovni.hr, poslovni portal
www.business.hr, poslovni portal
www.ina.hr, Ina d.d. Zagreb
http://www.rafinerija.com, Rafinerija Bosanski Brod

437

�</text>
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                <text>PERSPEKTIVE HRVATSKIH PROIZVOĐAČA I IZVOZNIKA NAFTNIH DERIVATA NA TRŽIŠTU BiH</text>
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                <text>U ovom radu će biti napravljena analiza međusobne robne razmjene Bosne i  Hercegovine i Hrvatske u segmentu naftnih derivata, a bit će provedena analiza i usporedba sa  vanjskotrgovinskom razmjenom u segmentu naftnih derivata između Mađarske i Bosne i  Hercegovine s obzirom da je Mađarska od 01.05.2004. članica EU te su prošli integracijske  procese koji Hrvatsku tek očekuju. Pored navedenog analizirat će se i utjecaj dinamike  završetka modernizacije regionalnih rafinerija na tržište naftnih derivata u BiH.  U ovom radu koristit će se metode analize i sinteze, deskripcija postojećeg stanja, standardne  logičke metode. Kvantitativnom i komparativnom metodom Statističko -analitičko metodom  ću se posebno koristiti kod analize ukupne vanjskotrgovinske razmjene između Hrvatske i BiH,  te vanjskotrgovinske razmjene u segmentu naftnih derivata. Induktivno-deduktivna  metodom koristit će se pri analizi utjecaja dinamike procesa modernizacije regionalnih  rafinerija nafte na tržište naftnih derivata u BiH. S obzirom da je predmet istraživanja izuzetno  širok, metodološki pristup temeljen je prije svega na analizi sekundarnih podataka tj. desk  istraživanju.  Utvrđeno je da će dinamika završetka procesa modernizacije regionalnih rafinerija  nafte utjecati na tržište naftnih derivata u Bosni i Hercegovini, budući da će proizvodni  rafinerijski kapaciteti znatno premašiti potrebe tržišta za naftnim derivatima. Pridruživanjem  Hrvatske EU prestao je vrijediti Ugovor o slobodnoj trgovini sa BiH koji je omogućavao  Hrvatskim izvoznicima povlašten položaj. Uvoznici u BiH će se otvoriti za nova-stara tržišta  koja su u proteklom periodu bila manje zastupljena. Sa ovog aspekta pristupanje RH Europskoj  uniji negativno će utjecati na konkurentnost hrvatskih izvoznika naftniha derivata.  Ključne riječi: Vanjska trgovina, integracije, Europska Unija.  Key words: Foreign trade, integrations, European Union</text>
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                    <text>3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

Women’s Environmental Network (WEN) 2007, Women’s Manifesto on Climate Change
Wiley
2009,
Social
sustainability.
[Online]
Wiley.
http://eu.wiley.com/legacy/wileychi/egec/ [Accessed 20 April 2010].

Available

at:

WWF-UK, 2006, Let Them Eat Cake: Satisfying the New Consumer Appetite for Responsible
Brand
Wiley
2009,
Social
sustainability.
[Online]
Wiley.
http://eu.wiley.com/legacy/wileychi/egec/ [Accessed 20 April 2010].

Available

at:

WBCSD 2008, Sustainable Consumption Facts and Trends, [Online] Available at:
http: //www.wbcsd.org/templated/ TemplateWBSCD/layoutap?MendID=1
[Accessed 25 April 2010].
WWF-UK, 2006, Let Them Eat Cake: Satisfying the New Consumer Appetite for Responsible
Brand
Persuade to Buy: Implications for Online Advertising
Alma Jeftić1, Dženan Đonko
International University of Sarajevo1, Faculty of Arts and Social Sciences,
71000 Sarajevo, Bosnia and Herzegovina
E-mail: ajeftic@ius.edu.ba
Abstract
The aim of this article is to explore the development of a variety of online advertising tools and
the implications that the characteristics of these tools have on their effectiveness, as well as to
discover how important are the amount and nature of cognitive processing that a person does
about a persuasive message in order to determine the kind of persuasion that occurs.
Even though advertisements are a necessary and important component of the Internet, most users
are merely concerned with the quality of online experience and do not appreciate pop-up ads.
However, the majority of previous researches in the area of online advertising lack in application
of psychological theories of information processing and attitude change. This article seeks to
explore the connection between cognitive processing and consumers' online experience as well as
behaviour change in order to provide the most important factors that attract customers. The study
18

�3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

is designed in qualitative research approach in which literature review method has been chosen.
The overview of contemporary researches in the area of online advertising will be provided
together with the analysis of psychological aspects of information processing. Moreover, this
study aims to obtain deeper understanding of elaboration likelihood model with the special
emphasize on two routes an individual will take in a persuasive situation and its application to
online advertisements.
It is concluded that cognitive aspects of information processing as well as elaboration likelihood
model need to be taken into account when creating online advertisements, especially banners and
pop-up ads. Also, the list of major factors that attract customers' and should be elaborated in each
advertisement is result of this qualitative research study.
Keywords: online advertising; persuasion; cognitive processing; banners; pop-up ads; elaboration
likelihood model; consumer behaviour; perceived intrusiveness.
1. INTRODUCTION
Even though advertisements are a necessary and important component of the Internet, most users
are merely concerned with the quality of online experience and do not appreciate pop-up ads.
Recent researches that explored forced viewing of online advertisements provided an
understanding of how consumers experience forced exposure situations in interactive
environment and also shed some light on feelings of irritation and avoidance as two major
consequences of perceived intrusiveness. However, the majority of previous researches in the
area of online advertising lack in application of psychological theories of information processing
and attitude change.
This article seeks to explore the connection between cognitive processing and consumers' online
experience as well as behaviour change in order to provide the most important factors that attract
customers. Moreover, this study aims to obtain deeper understanding of elaboration likelihood
model with the special emphasize on two routes an individual will take in a persuasive situation
and its application to online advertisements.
Two factors that most influence which route an individual will take in a persuasive situation are
motivation and ability. Which route is taken is also determined by the extent of elaboration.
Under high elaboration, a given variable can either serve as an argument, or as a biasing factor,
while under conditions of low elaboration, a given variable can act as a peripheral cue. The
persuasion is either increased or decreased depending on the strength of the argument presented.
Also, variables can affect the extent to which a person has confidence in, phenomena known as
self-validation role.
By linking missing parts together, this article connects the achievements of marketing research,
information science and psychology in order to explore the role and impact of online advertising
on consumers' behaviour. Also, the list of major factors that attract customers' and should be
elaborated in each advertisement is result of this qualitative research study.

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�3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

2. METHOD
The study is designed in qualitative research approach in which literature review method has
been chosen. The overview of contemporary researches in the area of online advertising will be
provided together with the analysis of psychological aspects of information processing.
3. RESULTS AND DISCUSSION
3.1 Online Advertising: When, Why, How
According to the psychologist Carl Jung, every individual has a primary mode of operation in
each of the following four categories (Brook, 2000):
1.
2.
3.
4.

our flow of energy
how we take in information
how we prefer to make decisions
the basic day-to-day lifestyle we prefer.

Within each of these categories, people tend to be either extraverted or introverted, sensing or
intuitive, thinking or feeling, judging or perceiving. Advertisers should target their ads to appeal
to people with specific personality traits.
There are different types of creative advetising that can be used in order to attract consumers'
attention. The most popular are:
1. banner ads - attract customers’ attention through color, graphics, and, sometimes,
animation;
2. e-mail massages - companies use the e-mail model of advertising to cross-sell and up-sell
their products, to try to acquire potential new customers, to persuade existing customers to
buy again, to enhance customer loyalty, and to build long-lasting relationships with
customers;
3. interstitial ads - ads appear automatically as customers move between the pages of a Web
site, making customers wait for another page to load;
4. online directories - allows companies to gain visibility through online directories that help
customers find them easily, using a search engine;
5. pay-per-click ads – since advertisers pay only when customers click their ads, the
companies that display these ads benefit only when customers click them, and many
companies depend on this form of advertising to generate revenues;
6. pop-up ads - appear in a separate window, therefore they interrupt the flow of customers’
current tasks. The only way to move ahead is to close the window in which the ad appears
or click the window containing the site that caused the ad to appear;
7. pop-down banner ads - appear beneath the content on a Web page, on a banner at the
bottom of the page, so customers have to look at and click these ads to get rid of them;
8. search engine optimization - seeks to promote a company’s Web site by increasing its
visibility on search engine results pages;
9. sky scrapers - ads have the same function and properties as banner ads, but the rectangular
boxes containing them have a vertical rather than a horizontal layout. These ads usually
appear on the right side of a page and are linked to the advertiser’s Web site;
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�3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

10. social networking - works best when it results from word-of-mouth or when a group
exists for people who want to know what is happening with a company or product;
11. sponsorship - companies can sponsor a Web site or a certain section of a Web site where
their ads appear.
Companies must also begin using advertising techniques that evoke an emotional response from
customers and that can be obtained through strategic planning and development of new
marketing touchpoints. Behavioral advertising observes customers’ behavior as they move from
one Web page or site to another (Sutherland&amp;Sylvester, 2000). When following this advertising
model, companies target ads to specific individuals, based on each customer’s past surfing
behavior. Because behavioral advertising tracks customers’ interests, there is an increased
likelihood that they will want the product or service advertised and be motivated to click an ad
(Sutherland&amp;Sylvester, 2000). With this method, different customers do not see the same ads on
a Web page.
There are several factors that help people to identify an ad that would bring them benefit,
therefore these variable factors should be motivating enough to ensure people act on the
information. Table 1 provides a summary of these advertising approaches and the factors that
attract particular customer to particular ad.
Table 1: Factors that attract customers to ad (Sutherland&amp;Sylvester, 2000)

TYPE OF AD

BEHAVIORAL

CONTENT LURE

CONTEXTUAL
APPROACH

CREATIVE ATTRACTION

21

HIGH ATTRACTION
Targets individual customers
Based on context and
customers’ needs
Motivates customers to
process information
Appealing to customers’
emotions
Moves customers to their
next steps
Makes customers want to
know more
Based on customers’ needs
Culturally significant
Blends in with surrounding
content

-

MODERATE
ATTRACTION

-

-

Rarely used, but when used,
is highly attractive
Provides a different flavor
Moves away from the
mundane associations of
advertising

�3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

HUMOR

INFORMATION

INTERACTIVITY

GEOGRAPHY

PRODUCT PLACEMENT

SPECIAL OFFER

TARGET AUDIENCE

VISUAL LURE
22

-

Based on context and
customers’ needs
Relevant to customers
Motivates customers to
process information
An excess of information can
add to customers’ cognitive
load
Gets customers’ attention
Engages customers’ motor
and cognitive skills
Motivates customers to
process information

-

Non-intrusive
Subliminal information
processing affects the psyche
positively
Shows the product in a reallife scenario
Most persuasive
Motivates customers to
process information
Based on customers’ needs
Based on customers’ needs
Culturally significant
Blends in with surrounding
content
Makes a good first
impression

Customers subjectively
perceive creativity
Rarely used, but when used,
gets customers’ attention
Provides a different flavor
Moves away from the
mundane associations of
advertising
Customers subjectively
perceive humor

-

Based on customers’ needs
Culturally significant
Blends in with surrounding
content
For a specific audience;
ignores the rest

-

-

-

-

�3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

WELCOMING IMAGERY

Gets customers’ attention
Emotionally appealing
Motivates customers to
process information
Warm imagery attracts
customers’ attention
Emotionally appealing
Motivates customers to
process information

-

It is evident that information processing, cognitive functioning and emotional responses have an
important role in shaping consumers' responses. Therefore, psychological aspects of advertising
need to be explored briefly.
3.2 Psychology of Online Advertising
The physiological changes that accompany customers’ emotional responses to advertisements
determine their next action, therefore the context in which an advertisement appears determines
whether the ad constitutes an effective call to action. Depending on what advertisers want to
convey particular advertisement type will be chosen. While the advertising approaches that
typically result in moderate attraction do affect customers, their perception of them can be
subjective (Schuman&amp;Thorson, 1999).
Effective communication must begin by obtaining the attention of the consumer. Then, the
consumer must process the information carried in the advertisement. Such processing of
information may be followed by an evaluation of the information, the source of the information,
and ultimately the desirability of any actions suggested by the communication. This evaluation
process may, in turn, give rise to the formation of attitudes, the development of intentions for
future action, and, eventually, an action. Different characteristics of an advertisement have effects
at different points in this hierarchy.
Recent researches have proven that pop-up ads elicit orienting responses (OR) (Diao&amp;Sundar,
2004). The psychological data also revealed the superior effect of pop-up windows over the
commonly used banners with respect to ad recall. This is consistent with contemporary theories
of OR and visual attention,which suggest that people tend to orient automatically toward those
mediated messages that are novel and unexpected in the immediate visual domain
(Diao&amp;Sundar, 2004). The larger implication of this finding is that formal features of media
messages can evoke involuntary attention, ORs in particular, not only in traditional media as has
been previously demonstrated but also in the new Web environment.
A recent study by Lang, Borse, et al. (2002) emphasizes the importance of considering content
when it found that not only animated banners but also textual warnings about one’s immediate
environment shown on a computer screen (e.g., There is someone behind you!) elicit ORs. As for
the effects on memory, it was found that banner ads had higher ad recognition than pop-up ads,
quite contrary to expectations derived from limited-capacity theory (Diao&amp;Sundar, 2004).
23

�3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

Pop-ups may not only orient users’ attention to a specific location on the screen and thus
influence which stories will be processed and which will not (Johnson &amp; Proctor, 2004), but they
may also elicit frustration and therefore induce a shift in the locus of attention from a global
towards a local type of processing (Clore, Gasper, &amp; Garvin, 2001). The absence of new
modalities from informational Websites or the mere presence of a text-heavy site may increase
frustration, and a relatively low number of pop-ups can perhaps serve to provide a release. It is
needed to consider previous experience with computers and Internet along with other media
experiences as contributing factors that can provide a deeper understanding of this proposition.
3.3 Elaboration Likelihood Model
The elaboration likelihood model is a theory that states that the amount and nature of thinking
that a person does about a persuasive message is a very important determinant of the kind of
persuasion that occurs. According to this model there are two routes to persuasion: peripheral
route that does not require full cognitive processing and relies on a simple, low-effort decision
strategy such as source attractiveness or message length, and the central route that involves
carefully thinking about and thoroughly examining information relevant to a topic.
The extent of elaboration determines which route will be taken. Motivational factors include
(among others) the personal relevance of the message topic, accountability, and a person's need
for cognition, their innate desire to enjoy thinking (Petty, Briñol &amp; Tormala, 2000). Ability
factors include the availability of cognitive resources or relevant knowledge needed to carefully
scrutinize the arguments. The subject's general education level, as well as their education and
experience with the topic at hand greatly affect their ability to be persuaded.
Since the pop-up ads are not strong enough to catch consumers’ attention, advertisers develop
pop-under ads that remain hidden until the user have not completed her/his task on the main website. Therefore, the pop-under ads remain visible only after user has completed her/his job and
become able to process the advertisement. By using pop-under ads, advertisers hope to take
advantage of the permanent staying power of centrally processed pop-up ads.
3.4 Practical Implications
From a practical standpoint, the findings indicate that Web-site developers and marketing
practitioners should not be discouraged by the potential of pop-up windows to cause annoyance
and frustration, but carefully take advantage of this formal feature in catching online viewers’
attention and, hence, increasing brand awareness.
Although awareness is generally considered by advertisers to be positively related to purchase
intention, it might also motivate a negative behavioral response. At least one recent industry
study has made the claim that online users actively penalize brands that use pop-ups and mistrust
the companies that use and host pop-ups (Best, 2004). Another practical implication for
advertising industry is to develop more innovative types of advertising. The lack of animation
effect and the relatively inferior effect of banner ads on OR demonstrate the necessity for
exploring more-creative executional cues to increase advertising effectiveness accruing from
novelty effects. The pop-under ads should be concidered in order to fill in the gap of peripherally
processed pop-up ads, hence the purpose of the elaboration likelihood model cannot be neglected.
24

�3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo

4. CONCLUSION
In this study, the overview of contemporary online advertising techniques is provided together
with users’ psychological reaction towards them. It is concluded that cognitive aspects of
information processing as well as elaboration likelihood model need to be taken into account
when creating online advertisements, especially banners and pop-up ads. These results provide
encouragement to develop and evaluate pop-under ads, as one of the effective advertising tools.
REFERENCES
Best, J. (2004). Pop-ups “commercial suicide” for firms. Retrieved April 20, 2012, from
http://www.zdnet.co.uk/news/workspace-it/2004/02/25/pop-ups-commercial-suicide-for-firms40145254/?s_cid=938
Brooke, R. (2000). Pathways into the Jungian World: Phenomenology and Analytical
Psychology. New York: Routledge.
Clore, G. L., Gasper, K., &amp; Garvin, E. (2001). Affect as information. In J. P. Forgas, (Ed.),
Handbook of Affect and Social Cognition (pp. 121-144). Mahwah, NJ.: Lawrence Erlbaum
Associates.
Diao, F., Sundar, S.S. (2004). Orienting Response and Memory for Advertisements: Exploring
Effects of Pop-Up Window and Animation. Communication Research, 31(5), 537-567.
Johnson, A., &amp; Proctor, R. W. (2004). Attention: Theory and Practice. Thousand Oaks, CA: Sage
Publications.
Lang, A., Borse, J., Wise, K., &amp; David, P. (2002). Captured by the World Wide Web: Orienting
to structural and content features of computer-presented information. Communication Research,
29, 215-245.
Petty, R. E., Briñol, P., &amp; Tormala, Z. L. (2002). Thought Confidence as a Determinant of
Persuasion: The Self-validation Hypothesis. Journal of Personality &amp; Social Psychology, 82, 722741.
Schumann, D.W., &amp; Thprson, E. (1999). Advertising and the World Wide Web. Philadelphia,
PA: Lawrence Erlbaum Associates.
Sutherland, M., &amp; Sylvester, A.K. (2000). Advertising and the Mind of the Consumer: What
Works, What Doesn’t, and Why. Sydney, Australia: Allen &amp; Unwin.

25

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                <text>The aim of this article is to explore the development of a variety of online advertising tools and  the implications that the characteristics of these tools have on their effectiveness, as well as to  discover how important are the amount and nature of cognitive processing that a person does  about a persuasive message in order to determine the kind of persuasion that occurs.  Even though advertisements are a necessary and important component of the Internet, most users  are merely concerned with the quality of online experience and do not appreciate pop-up ads.  However, the majority of previous researches in the area of online advertising lack in application  of psychological theories of information processing and attitude change. This article seeks to  explore the connection between cognitive processing and consumers' online experience as well as  behaviour change in order to provide the most important factors that attract customers. The study is designed in qualitative research approach in which literature review method has been chosen.  The overview of contemporary researches in the area of online advertising will be provided  together with the analysis of psychological aspects of information processing. Moreover, this  study aims to obtain deeper understanding of elaboration likelihood model with the special  emphasize on two routes an individual will take in a persuasive situation and its application to  online advertisements.  It is concluded that cognitive aspects of information processing as well as elaboration likelihood  model need to be taken into account when creating online advertisements, especially banners and  pop-up ads. Also, the list of major factors that attract customers' and should be elaborated in each  advertisement is result of this qualitative research study.  Keywords: online advertising; persuasion; cognitive processing; banners; pop-up ads; elaboration  likelihood model; consumer behaviour; perceived intrusiveness.</text>
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                    <text>Phenotypic and Genetic Parameters of Some Production Traits of Holstein
Friesian Cows Raised at the State Farm of Koçaş
Murat Durnalı
Ministry of Agriculture
and Rural Affairs, Ankara/Turkey
muratdurnali@hotmail.com
Ayhan Öztürk
Department of Animal Science, Faculty of Agriculture,
Selcuk University, 42075, Konya / Turkey
yhan@selcuk.edu.tr
Abstract: In this researh, six reproductive and three milk yield traits were determined and
genetic and phenotypic parameters were estimated for these nine traits in the Holstein Friesian
cows reared at the State Farm of Koçaş in Aksaray (Turkey). The least squares means of fırst
service age (FSA), fırst calving age (FCA), calving interval (CI), number of insemination per
conception (NIPC), gestation length (GL), service period (SP), lactation milk yield (LMY) ,
lactation length (LL), and dry period (DP) were 560.80±3.07 days, 855.43±2.66 days,
382.30±6.42 days, 1.76±0.06, 285.05±1.66 days, 110.57±6.28, 6937.63±1 09.46 kg,
320.51±3.29 days, 69.51±3.08 days and respectively. Heritabilities of these traits were
0.55±0.151, 0.69±0.162, 0.06±0.086, 0.04±0.062, 0.11±0.085, 0.21±0.000, 0.20±0.11,
0.078±0.007, and 0.34±0.000, respectively. The repeatibilities of CI, LPC, GL, SP, LMY, LL,
and DP were 0.12, 0.042, 0.32, 0.44, 0.37, 0.065, and 0.42, respectively. The year had a
significant effect on the FSA, CI, SP, and LMY at (p&lt;O.OI) levels. lt was shown that
lactation number had a significant effect on NIPC, LMY, and DP, the sex of calf had a
significant effect on GL, the calving season had a significant effect on LMY, and DP at
(p&lt;0.01) levels. Also, linear regressions of LMY to LL, SP to LL, and LL to LMY
statistically significant.
Keywords: Holstein Friesian, reproductivity, milk yield, heritability, repeatability

Introduction
Although the proportion of meat and milk production is high, the amount of yield per animal in Turkish
breeds is low. Average milk yield obtained from per cattle is 2758 kg (Anonymous, 2008). Within imported
cattle breeds, highest number is Holstein Friesian, and its average milk yield is up to 5000 kg. The objective of
this study was to determine the milk and reproductive performances of Holstein Friesian cows reared at the
Koçaş State farm in Aksaray. Also, phenotypic and genetic parameters for examined characteristics were
calculated.

Material and Method
Material
This study was carried out by using Holstein-Friesian cattle reared at the Koçaş state farm in the middle
Anatolia region in Turkey. In this region, summers are hot and dry, winters are cold. The data used in this study
were collected from Holstein Friesian cattle from records maintained between the 1995 and 2005.
Method
Reproductive performance was estimated by using the following animal model as an example first
service age and the mathematical model for first calving age, number of insemination per conception, calving
interval, service period and gestation length were estimated by adding or get out from this model according to
the effective factors:
265

�Yij = µ + ai + eij
Yij = is first service age i. year, j. cow
µ = mean
ai = effect of year (a1: 1996, a2: 1997,…….. a10: 2005)
eij = random residual effect
Lactation milk yield was calculated according to the following mathematical model;
Yijkl = µ + ai + bj + ck + bxijk + eijkl
Yijkl = is lactation milk yield of cow in i. year, j. calf sex and k. season
µ = mean
ai = effect of year (a1: 1996, a2: 1997,…….. a10: 2005)
bj = effect of parity (b1: 2, b2: 3,……..b8: 9)
ck =effect of season (k1: September, October, November, k2: December, January, February, k3: March,
April, May, k4: June, July, August)
bxijk=partial regression coefficient to parity of lactation milk yield
eijkl = random residual effect
Season was classified as first group (September, October, November), second group (December,
January, February), third group (March, April, May) and fourth group (June, July, August). Calf sex was
classified as 1 (male) and 2 (female). To estimate of genetic parameters, Mixed models which were take into
account environmental factors effect on yields, were based. Data were analyzed both Mixed Model Least
Squares and Maximum Likelihood (LSMLMW) in the computer program of Harvey (1990) and by Multiple
Trait Derivative Free Restricted Maximum Likelihood (MTDFREML) according to (Boldman et al., 1995) for
all traits. To ensure global convergence, the algorithm by Boldman et al., (1995) was restarted with estimates
until the log likelihood did not change at the fourth decimal. Duncan multiple comparison test (Duzgüneş, 1993)
was used to test the differences between factors.
Variance structure of the model the fallowing matrix was used:

 a   0
E   =  
 e   0

 σ a2
a 
V   =  0
e   0


0
Iσ p2 e
0

0 

0 
Inσ e2 

σ a2 = additive genetic variance,
2
σ pe
=

Permanent environmental variance and

σ e2 = The random residual effect associated with each observation.
To estimate heritability (h2) and repeatability (r) the following equation was used:
2
2
2
2
h 2 = σ a /(σ a + σ pe + σ e )
2
r = σ a2 + σ pe
/(σ a2 + σ 2pe + σ e2 )

For each feature according to the model that considered the sire, dam and cows for breeding values
were calculated. Breeding values were estimated with MTDFREML program (El-Arian et al., 2003; Khattab et
al., 2003).
The mixed model equations (MME) for the best linear unbiased estimator (BLUE) of
estimablefunctions of b and for the best linear unbiased prediction (BLUP) of a and p in matrix notation was as
follows:

X 'X
Z'X
W 'Z

X 'Z

Z ' Z + A−1α1
Z 'W
W 'Z
W 'W + Iα 2
2

Where

X 'W

2

α1 = σ e / σ a

)
b
X'y
)
a = Z'y
p
W'y

2

and

α 2 = σ e / σ2

p

266

�Results and Recommendations
Reproductive Traits
First Service Age (FSA): The least square means of first service age belong to a total of 560 animals
were 560.80 ± 3.07 days. The effect of Year was only statistically significant on first service age (P&lt;0.01). The
heritability of FSA was estimated as 0.55.
First Calving Age (FCA): The least square means of first calving age belong to a total of 559 animals
were estimated as 855.43 ± 2.66 days. The effect of Linear Regression on FSA of FCA was statistically
significant (P&lt;0.01). The heritability of FCA was estimated as 0.69 ± 0.162.
Calving Interval (CI): Estimated CI value from a total of 1090 Holstein Friesian cows was 382.30 ±
6.42 days. The effect of year on CI was statistically significant (P&lt;0.01). The heritability and repeatability values
for CI were 0.06 and 0.12, respectively.
Number of Insemination Per Conception (NIPC): The least square means of NIPC belong to a total
of 1148 data were estimated as 1.76 ± 0.06. The effect of year and parity on NIPC was statistically significant
(P&lt;0.01). The heritability and repeatability values of NIPC were estimated as 0.04 ± 0.062 and 0.042,
respectively.
Gestation Length (GL): Gestation period was calculated from 900 data. The least square means of GL
were estimated as 285.05 ± 1.66 days. The effect of age on GL was statistically significant (P&lt;0.01). The
heritability and repeatability values of GL were estimated as 0.11 ± 0.085 and 0.032, respectively.
Service Period (SP): The least square means of SP belong to a total of 464 animals were estimated as
110.57 ± 6.28 days. The effect of Linear Regression on SP of LMY was statistically significant (P&lt;0.01). The
effect of linear regression of year, season, parity and lactation length was not significant. The heritability and
repeatability values were estimated as 0.21 ± 0.00 and 0.44, respectively.

Reproductive Traits
Lactation Milk Yield (LMY): The least square means of LMY belong to a total of 1269 lactation
were determined as 6937.63 ± 109.46 kg. The effect of year, season, parity and lactation length on LMY was
statistically significant (P&lt;0.01). The heritability and repeatability values were estimated as 0.20 ± 0.11 and
0.37, respectively.
Lactation Length (LL): The least square means of LL belong to a total of 1269 lactation were
determined as 320.51 ± 3.29 days. The effect of Linear Regression on LMY of LL and Parity was statistically
significant (P&lt;0.01). The effect of year, sex and season was not significant. The heritability and repeatability
values were estimated as 0.07 ± 0.007 and 0.65, respectively.
Dry Period (DP): The least square means of LMY belong to a total of 363 data were determined as
69.51 ± 3.03 days. The effect of season (P&lt;0.05), parity (P&lt;0.01) on DP was statistically significant. The
heritability and repeatability values were estimated as 0.34 ± 0.00 and 0.42, respectively.
In this study, calculated phenotypic parameters of reproductive and milk yield traits to the HolsteinFriesian cattle reared at the state farm of Koçaş when compared with the other Friesian cattle herds in Turkey
was satisfactory. Examined phenotypic parameters belong to reproductive and milk yield characteristics in herd
have been determined as 560.80 ± 3.07 days, 855.43 ± 2.66 days, 382.30 ± 6.42 days, 1.76 ± 0.06, 285.05 ± 1.66
days, 110.57 ± 6.28 days, 6937.63 ± 109.46 kg, 320.51 ± 3.29 days and 69.51 ± 3.03 days for FSA, FCA, CI,
NIPC, GL, SP, LMY, LL and DP, respectively. Determined FSA value in herd in this study, 43 days is more
than from 488-518 days being ideal value for FSA. Ideal value for first calving age is 793 days and calculated
value for this study is more than 42 days from the ideal value. Obtained from the herd for calving interval value
is close to ideal values. The Number of Insemination Per Conception values considered as normal values from
1.5 showed partial deviation. In practice the values calculated for the service period is acceptable, but 25 days
are more than from being 85 days ideal value. Calculated LMY value is over the average in Turkey too. This
value shows that closer to the desired level. Obtained value for the LS is 320 days. This value has shown that
extended to 15 days from 305 days ideal lactation length. The values established for the Dry Period is ideal. In
other words, to obtain the desired yields from the Holstein-Friesian cows, It is understood that necessary to
provide of the environmental conditions in the farms like conditions Koçaş farm.
In brief, with reduction of FSA both FSA and FCA can approached to the ideal values. If desired value
for NIPC is reached, CI and SP can be reach ideally. This two obvious examples are show interaction with each
other to the yields.
267

�Conclusion
As a result, the milk and reproductive characteristics of the Holstein-Friesian cows reared at the state
farm of Koçaş was found higher over the Turkey’s Holstein-Friesian’s average and these values reach the ideal
Holstein-Friesian’s characteristics. In other words, the business environment in terms of providing adequate
infrastructure have the capacity to uncover genetics of the herd, thus allowing yield characteristics have to be a
positive influence. Opinion is formed that with additional environmental regulation will can reach the desired
yield level.

Acknowledgments
This research was supported by a research project from the Coordinatory of Scientific Research Projects of Selcuk
University, Turkey. We are thankful to KOÇAŞ State Farm for providing data

References
Anonymous, 2008. Türkiye Đstatistik Kurumu. Access Date: 08.02.2008, www.tuik.gov.tr
Boldman, K. G., Kriese, L. A., Van Vleck, L. D., Van Tassell, C. P. &amp; Kachman, S. D. 1995. A Manual For use of
MTDFREML. A Set of Programs to Obtain Estimates of Variances and Covariances (Draft). U. S. Department of
Agriculture, Agricultural Research Service, pp:14.
Düzgüneş, O., 1993. Đstatistik Metodları (Statistical Methods). Ank. Üniv. Zir. Fak. Yay: 1291, Notebook: 369, Ankara.
El-Arian, M. N., H. G. El-Awady &amp; A. S. Khattab, 2003. Genetic analysis for some productive traits of Holstein Friesian
cows in Egypt through MTDFREML program. Egyptian J. Anim. Prod., (in Pres).
Harvey, W.R. 1990. Users guide for LSMLMW PC-1 Version mixed model least squares and maximum likelihood computer
program. Ohio State Uni. Colombus, Mimco.
Khattab, A. S., H. G. El-Awady &amp; M. N. El-Arian, 2003. Genetic analysis of some performance traits using an animal model
in a herd of Egyptian buffaloes. Egyptian J. Anim. Prod. (in Press).

268

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                <text>In this researh, six reproductive and three milk yield traits were determined and  genetic and phenotypic parameters were estimated for these nine traits in the Holstein Friesian  cows reared at the State Farm of Koças in Aksaray (Turkey). The least squares means of fırst  service age (FSA), fırst calving age (FCA), calving interval (CI), number of insemination per  conception (NIPC), gestation length (GL), service period (SP), lactation milk yield (LMY) ,  lactation length (LL), and dry period (DP) were 560.80±3.07 days, 855.43±2.66 days,  382.30±6.42 days, 1.76±0.06, 285.05±1.66 days, 110.57±6.28, 6937.63±1 09.46 kg,  320.51±3.29 days, 69.51±3.08 days and respectively. Heritabilities of these traits were  0.55±0.151, 0.69±0.162, 0.06±0.086, 0.04±0.062, 0.11±0.085, 0.21±0.000, 0.20±0.11,  0.078±0.007, and 0.34±0.000, respectively. The repeatibilities of CI, LPC, GL, SP, LMY, LL,  and DP were 0.12, 0.042, 0.32, 0.44, 0.37, 0.065, and 0.42, respectively. The year had a  significant effect on the FSA, CI, SP, and LMY at (p&lt;O.OI) levels. lt was shown that  lactation number had a significant effect on NIPC, LMY, and DP, the sex of calf had a  significant effect on GL, the calving season had a significant effect on LMY, and DP at  (p&lt;0.01) levels. Also, linear regressions of LMY to LL, SP to LL, and LL to LMY  statistically significant.</text>
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                    <text>Phrases Regarding Animals in Greek And Serbian Language
Ivana Milojevic
University of Belgrade/ Belgrade, Serbia
Key words: phrases, greek and serbian language, cultural specificity
ABSTRACT
This paper deals with comparative analysis of the phrases in Greek and Serbian language, which have as their object
an animal. It also analyses idioms in Greek language from both, semantic and cultural aspect, trying to find their
counterparts in Serbian language and in that way confirm the exceptional closeness of two cultures, on the other
hand, there have been found the expressions that have no equivalents in Serbian language due to their cultural
specificity.

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                <text>Key words: phrases, greek and serbian language, cultural specificity  ABSTRACT  This paper deals with comparative analysis of the phrases in Greek and Serbian language, which have as their object an animal. It also analyses idioms in Greek language from both, semantic and cultural aspect, trying to find their counterparts in Serbian language and in that way confirm the exceptional closeness of two cultures, on the other hand, there have been found the expressions that have no equivalents in Serbian language due to their cultural specificity.</text>
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