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THE ROLE OF GLOBALIZATION IN CHANGING CONSUMPTION PATTERNS: A CASE STUDY OF PUNJAB, PAKISTAN
Corresponding Author(s) : Atif Khan Jadoon
Humanities & Social Sciences Reviews,
Vol. 9 No. 3 (2021): May
Abstract
Purpose of the study: Since the process of globalization is reshaping the thoughts of individuals about the world and creating uniform consumption patterns, the present study is designed to investigate that how globalization is changing the consumption patterns of the people living in Punjab, Pakistan.
Methodology: The present study has collected primary data from the three big cities of Punjab, Pakistan. A quantitative research method is applied to carry out results. Both paper-pencil and web-based methods were used to collect data. Using multistage sampling, sophisticated estimation techniques, such as Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), are applied to obtain the results.
Main findings: The results of CFA confirm that the variable globalization is constructed with the help of commerce, information communication and technology (ICT), and education while the variable consumption patterns variable is measured with the help of physiological needs, communication needs, and ethnic household consumption. The results of SEM show that globalization is changing the consumption patterns of the individuals living in Punjab, Pakistan.
Application of the study: The outcome of the present study shows that globalization through Multinational Corporations (MNCs), ICT, and education is changing the consumption patterns of individuals. This study draws the attention of policymakers to fix the minimum wage rate for workers working in MNCs and compel MNCs to revise their pricing policy.
Novelty/ Originality of the study: The present study is a rare initiative as, to the best of the researcher’s knowledge; there is not even a single study that has considered all the dimensions of globalization and consumption patterns. This study is an important contribution as it fulfils various gaps that exist in the existing literature.
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- Ali, A., Khalid, A., & Hassan, S. A. (2014). The impact of Indian dramas on language and dressing of females. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 19(1), 66-71. https://doi.org/10.9790/0837-191116671 DOI: https://doi.org/10.9790/0837-191116671
- Ardalan, K. (2009). Globalization and culture: four paradigmatic views. International Journal of Social Economics,36(5), 513-534. https://doi.org/10.1108/03068290910954013 DOI: https://doi.org/10.1108/03068290910954013
- Ashraf, M. A., Akhter, S., & Noor, S. I. (2014). Consumer behavior in fast food marketing in Bangladesh: a case study. Developing Country Studies, 4(9), 34-44.
- Bartholomew, D. J., Knott, M., & Moustaki, I. (2011). Latent variable models and factor analysis: A unified approach (Vol. 904): John Wiley & Sons. https://doi.org/10.1002/9781119970583 DOI: https://doi.org/10.1002/9781119970583
- Bigman, D. (2002). Globalization and the developing countries: Emerging strategies for rural development and poverty alleviation: Cabi. https://doi.org/10.1079/9780851995755.0000 DOI: https://doi.org/10.1079/9780851995755.0000
- Bretos, I., & Marcuello, C. (2017). Revisiting globalization challenges and opportunities in the development of cooperatives. Annals of Public and Cooperative Economics, 88(1), 47-73. https://doi.org/10.1111/apce.12145 DOI: https://doi.org/10.1111/apce.12145
- Campbell, K., Diffley, J., Flanagan, B., Morelli, B., O’Neil, B., & Sideco, F. (2017). The 5G economy: How 5G technology will contribute to the global economy. IHS Economics and IHS Technology, 4, 16. DOI: https://doi.org/10.21884/IJMTER.2017.4394.2TMIX
- Cleveland, M., & Bartsch, F. (2019). Global consumer culture: epistemology and ontology. International marketing review,36(4), 556-580. https://doi.org/10.1108/IMR-10-2018-0287 DOI: https://doi.org/10.1108/IMR-10-2018-0287
- Ergashev, I., & Farxodjonova, N. (2020). Integration of national culture in the process of globalization. Journal of Critical Reviews, 7(2), 477. https://doi.org/10.31838/jcr.07.02.90 DOI: https://doi.org/10.31838/jcr.07.02.90
- Haidar, S., & Fang, F. (2019). English language in education and globalization: A comparative analysis of the role of English in Pakistan and China. Asia Pacific Journal of Education, 39(2), 165-176. https://doi.org/10.1080/02188791.2019.1569892 DOI: https://doi.org/10.1080/02188791.2019.1569892
- Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2006). Multivariate data analysis . Uppersaddle River: NJ: Pearson Prentice Hall.
- Holloway, D., Green, L., & Livingstone, S. (2013). Zero to eight: Young children and their internet use. LSE : London.
- Hox, J., & Bechger, T. (2007). An introduction to structural equation modeling. Family Review, 11, 354-373.
- Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118 DOI: https://doi.org/10.1080/10705519909540118
- Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional) on the brand hate. British Food Journal, 121(1),71-88. https://doi.org/10.1108/BFJ-03-2018-0206 DOI: https://doi.org/10.1108/BFJ-03-2018-0206
- Ismail, I. J., Srinivas, M., & Tundui, H. (2015). Transaction costs and market participation decisions of maize small holder farmers in Dodoma region, Tanzania. Global Journal of Biology, Agriculture and Health Sciences, 4(2), 12-20.
- Jadoon, A. K., Butt, A. R., & Hayat, M. A. (2016). Development of measurement models for globalization, consumption patterns and culture. Pakistan Economic and Social Review, 54(2), 327-361.
- Jadoon, A. K., & Sarwar, A. (2020). Is Trade Liberalisation Proâ€Poor in Pakistan? Evidence from Largeâ€Scale Manufacturing. Australian Economic Review, 53(3), 360-394. https://doi.org/10.1111/1467-8462.12360 DOI: https://doi.org/10.1111/1467-8462.12360
- Kearney, J. (2010). Food consumption trends and drivers. Philosophical transactions of the royal society B: biological sciences, 365(1554), 2793-2807. https://doi.org/10.1098/rstb.2010.0149 DOI: https://doi.org/10.1098/rstb.2010.0149
- Kipkosgei, F., Kang, S.-W., & Choi, S. B. (2020). A team-level study of the relationship between knowledge sharing and trust in Kenya: Moderating role of collaborative technology. Sustainability, 12(4), 1615. https://doi.org/10.3390/su12041615 DOI: https://doi.org/10.3390/su12041615
- Kline, R. B. (2011). Principles and practice of structural equation modeling (3. Baskı). New York, NY: Guilford.
- Kotabe, M. M., & Helsen, K. (2020). Global marketing management: John Wiley & Sons.
- Lukiyanchuk, I., Panasenko, S., Kazantseva, S., Lebedev, K., & Lebedeva, O. (2020). Development of online retailing logistics flows in a globalized digital economy. Revista Inclusiones, 407-416.
- Manan, S. A., David, M. K., Dumanig, F. P., & Channa, L. A. (2017). The glocalization of English in the Pakistan linguistic landscape. World Englishes, 36(4), 645-665. https://doi.org/10.1111/weng.12213 DOI: https://doi.org/10.1111/weng.12213
- Moahi, K. H. (2007). Globalization, knowledge economy and the implication for indigenous knowledge. The International Review of Information Ethics, 7, 55-62. DOI: https://doi.org/10.29173/irie13
- Nefeily, S. E.-D. A. (2009). It is Dialogue’not Clash: Al Manhal.
- Paek, H.-J., & Pan, Z. (2004). Spreading global consumerism: Effects of mass media and advertising on consumerist values in China. Mass Communication & Society, 7(4), 491-515. https://doi.org/10.1207/s1532 7825mcs0704_7 DOI: https://doi.org/10.1207/s15327825mcs0704_7
- Priester, J. R. (2010). The use of structural equation models in Consumer Psychology: a methodological dialogue on its contributions, cautions, and concerns. Journal of Consumer Psychology, 20(2), 205-207. https://doi.org/10.1016/j.jcps.2010.03.005 DOI: https://doi.org/10.1016/j.jcps.2010.03.005
- Rahman, K. (2007). MNCs and TNCs: Their role and socioeconomic impact on host societies. Policy Perspectives, 115-126.
- Rahman, T. (2006). Language policy, multilingualism and language vitality in Pakistan. Lesser known languages of South Asia: Status and policies, case studies and applications of information technology, 73-106.
- Rajkobal, P. (2008). Globalization, consumerism, and unsustainable consumption. Reterived from https://www.majortests.com/essay/Globalization-Consumerism-and-Unsustainable-Consumption-F3SZ5VGQA A. html
- Robertson, R. (1992). Globalization: Social theory and global culture (Vol. 16): Sage.
- Rosokhata, A. S., Rybina, O. I., Derykolenko, A. O., & Makerska, V. (2020). Improving the classification of digital marketing tools for the industrial goods promotion in the globalization context. Research in World Economy, 11(4),42-52. https://doi.org/10.5430/rwe.v11n4p42 DOI: https://doi.org/10.5430/rwe.v11n4p42
- Scholderer, J., & Grunert, K. G. (2005). Consumers, food and convenience: The long way from resource constraints to actual consumption patterns. Journal of Economic Psychology, 26(1), 105-128. https://doi.org/10.1016/j.joep.2002.08.001 DOI: https://doi.org/10.1016/j.joep.2002.08.001
- Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach: John Wiley & Sons.
- Sharma, R., Nguyen, T. T., & Grote, U. (2018). Changing consumption patterns—Drivers and the environmental impact. Sustainability, 10(11), 4190. https://doi.org/10.3390/su10114190 DOI: https://doi.org/10.3390/su10114190
- Siddiqui, K., & Anjum, M. (2013). Perceptions towards credit card usage: Factor analytic finding from Pakistan. International Journal of Economics Business and Management Studies-IJEBMS, 2(3), 128-135.
- Stearns, P. N. (2006). Consumerism in world history: The global transformation of desire: Routledge. https://doi.org/10.4324/9780203969885 DOI: https://doi.org/10.4324/9780203969885
- Steger, M. B. (2017). Globalization: A very short introduction (Vol. 86): Oxford University Press. https://doi.org/10.1093/actrade/9780198779551.001.0001 DOI: https://doi.org/10.1093/actrade/9780198779551.001.0001
- Sundaram, J. K., & Khoo, K. J. (2003). Globalization and its discontents, Revisited: Tulika.
- Surugiu, M.-R., & Surugiu, C. (2015). International trade, globalization and economic interdependence between European countries: Implications for businesses and marketing framework. Procedia Economics and Finance, 32, 131-138. https://doi.org/10.1016/S2212-5671(15)01374-X DOI: https://doi.org/10.1016/S2212-5671(15)01374-X
- Tabish, M., Hussain, S. F., & Afshan, S. (2017). Factors that affect brand loyalty: A study of mobile phone industry of Pakistan. KASBIT Business Journal (KBJ), 10, 151-170.
- Ulucak, R., Koçak, E., Erdoğan, S., & Kassouri, Y. (2020). Investigating the non-linear effects of globalization on material consumption in the EU countries: Evidence from PSTR estimation. Resources Policy, 67, 101667. https://doi.org/10.1016/j.resourpol.2020.101667 DOI: https://doi.org/10.1016/j.resourpol.2020.101667
- Usman, A., Javed, M., Amjad, A., Jalil, A., Shaheen, I., & Amjad, U. (2017). Food, City and Young Globavores: perceptions of Pakistani urban youth about food choices and healthy eating. The Anthropologist, 27(1-3), 143-151. https://doi.org/10.1080/09720073.2017.1311681 DOI: https://doi.org/10.1080/09720073.2017.1311681
- Wang, H., Shi, P., & Zhang, Y. (2017). Jointcloud: A cross-cloud cooperation architecture for integrated internet service customization. Paper presented at the 2017 IEEE 37th international conference on distributed computing systems (ICDCS). https://doi.org/10.1109/ICDCS.2017.237 DOI: https://doi.org/10.1109/ICDCS.2017.237
- Willcox, J. C., Dobson, R., & Whittaker, R. (2019). Old-fashioned technology in the era of “Blingâ€: is there a future for text messaging in health care? Journal of medical Internet research, 21(12), e16630. https://doi.org/10.2196/16630 DOI: https://doi.org/10.2196/16630
- Yahya, F., Zafar, R., & Shafiq, S. (2013). Trend of fast food consumption and its effect on Pakistani society. Food Science and Quality Management, 11, 1-7.
- Zadeh, E. G., & Mozaffari, A. (2014). The impact of satellite TV channels on lifestyle changes for women in Iran. International journal of business and social science, 5(3), 126-131.
- Zeb, H., Rashid, K., & Javeed, M. B. (2011). Influence of brands on female consumer's buying behavior in Pakistan. International Journal of Trade, Economics and Finance, 2(3), 225. https://doi.org/10.7763/ IJTEF.2011.V2.107 DOI: https://doi.org/10.7763/IJTEF.2011.V2.107
References
Ali, A., Khalid, A., & Hassan, S. A. (2014). The impact of Indian dramas on language and dressing of females. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 19(1), 66-71. https://doi.org/10.9790/0837-191116671 DOI: https://doi.org/10.9790/0837-191116671
Ardalan, K. (2009). Globalization and culture: four paradigmatic views. International Journal of Social Economics,36(5), 513-534. https://doi.org/10.1108/03068290910954013 DOI: https://doi.org/10.1108/03068290910954013
Ashraf, M. A., Akhter, S., & Noor, S. I. (2014). Consumer behavior in fast food marketing in Bangladesh: a case study. Developing Country Studies, 4(9), 34-44.
Bartholomew, D. J., Knott, M., & Moustaki, I. (2011). Latent variable models and factor analysis: A unified approach (Vol. 904): John Wiley & Sons. https://doi.org/10.1002/9781119970583 DOI: https://doi.org/10.1002/9781119970583
Bigman, D. (2002). Globalization and the developing countries: Emerging strategies for rural development and poverty alleviation: Cabi. https://doi.org/10.1079/9780851995755.0000 DOI: https://doi.org/10.1079/9780851995755.0000
Bretos, I., & Marcuello, C. (2017). Revisiting globalization challenges and opportunities in the development of cooperatives. Annals of Public and Cooperative Economics, 88(1), 47-73. https://doi.org/10.1111/apce.12145 DOI: https://doi.org/10.1111/apce.12145
Campbell, K., Diffley, J., Flanagan, B., Morelli, B., O’Neil, B., & Sideco, F. (2017). The 5G economy: How 5G technology will contribute to the global economy. IHS Economics and IHS Technology, 4, 16. DOI: https://doi.org/10.21884/IJMTER.2017.4394.2TMIX
Cleveland, M., & Bartsch, F. (2019). Global consumer culture: epistemology and ontology. International marketing review,36(4), 556-580. https://doi.org/10.1108/IMR-10-2018-0287 DOI: https://doi.org/10.1108/IMR-10-2018-0287
Ergashev, I., & Farxodjonova, N. (2020). Integration of national culture in the process of globalization. Journal of Critical Reviews, 7(2), 477. https://doi.org/10.31838/jcr.07.02.90 DOI: https://doi.org/10.31838/jcr.07.02.90
Haidar, S., & Fang, F. (2019). English language in education and globalization: A comparative analysis of the role of English in Pakistan and China. Asia Pacific Journal of Education, 39(2), 165-176. https://doi.org/10.1080/02188791.2019.1569892 DOI: https://doi.org/10.1080/02188791.2019.1569892
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2006). Multivariate data analysis . Uppersaddle River: NJ: Pearson Prentice Hall.
Holloway, D., Green, L., & Livingstone, S. (2013). Zero to eight: Young children and their internet use. LSE : London.
Hox, J., & Bechger, T. (2007). An introduction to structural equation modeling. Family Review, 11, 354-373.
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118 DOI: https://doi.org/10.1080/10705519909540118
Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional) on the brand hate. British Food Journal, 121(1),71-88. https://doi.org/10.1108/BFJ-03-2018-0206 DOI: https://doi.org/10.1108/BFJ-03-2018-0206
Ismail, I. J., Srinivas, M., & Tundui, H. (2015). Transaction costs and market participation decisions of maize small holder farmers in Dodoma region, Tanzania. Global Journal of Biology, Agriculture and Health Sciences, 4(2), 12-20.
Jadoon, A. K., Butt, A. R., & Hayat, M. A. (2016). Development of measurement models for globalization, consumption patterns and culture. Pakistan Economic and Social Review, 54(2), 327-361.
Jadoon, A. K., & Sarwar, A. (2020). Is Trade Liberalisation Proâ€Poor in Pakistan? Evidence from Largeâ€Scale Manufacturing. Australian Economic Review, 53(3), 360-394. https://doi.org/10.1111/1467-8462.12360 DOI: https://doi.org/10.1111/1467-8462.12360
Kearney, J. (2010). Food consumption trends and drivers. Philosophical transactions of the royal society B: biological sciences, 365(1554), 2793-2807. https://doi.org/10.1098/rstb.2010.0149 DOI: https://doi.org/10.1098/rstb.2010.0149
Kipkosgei, F., Kang, S.-W., & Choi, S. B. (2020). A team-level study of the relationship between knowledge sharing and trust in Kenya: Moderating role of collaborative technology. Sustainability, 12(4), 1615. https://doi.org/10.3390/su12041615 DOI: https://doi.org/10.3390/su12041615
Kline, R. B. (2011). Principles and practice of structural equation modeling (3. Baskı). New York, NY: Guilford.
Kotabe, M. M., & Helsen, K. (2020). Global marketing management: John Wiley & Sons.
Lukiyanchuk, I., Panasenko, S., Kazantseva, S., Lebedev, K., & Lebedeva, O. (2020). Development of online retailing logistics flows in a globalized digital economy. Revista Inclusiones, 407-416.
Manan, S. A., David, M. K., Dumanig, F. P., & Channa, L. A. (2017). The glocalization of English in the Pakistan linguistic landscape. World Englishes, 36(4), 645-665. https://doi.org/10.1111/weng.12213 DOI: https://doi.org/10.1111/weng.12213
Moahi, K. H. (2007). Globalization, knowledge economy and the implication for indigenous knowledge. The International Review of Information Ethics, 7, 55-62. DOI: https://doi.org/10.29173/irie13
Nefeily, S. E.-D. A. (2009). It is Dialogue’not Clash: Al Manhal.
Paek, H.-J., & Pan, Z. (2004). Spreading global consumerism: Effects of mass media and advertising on consumerist values in China. Mass Communication & Society, 7(4), 491-515. https://doi.org/10.1207/s1532 7825mcs0704_7 DOI: https://doi.org/10.1207/s15327825mcs0704_7
Priester, J. R. (2010). The use of structural equation models in Consumer Psychology: a methodological dialogue on its contributions, cautions, and concerns. Journal of Consumer Psychology, 20(2), 205-207. https://doi.org/10.1016/j.jcps.2010.03.005 DOI: https://doi.org/10.1016/j.jcps.2010.03.005
Rahman, K. (2007). MNCs and TNCs: Their role and socioeconomic impact on host societies. Policy Perspectives, 115-126.
Rahman, T. (2006). Language policy, multilingualism and language vitality in Pakistan. Lesser known languages of South Asia: Status and policies, case studies and applications of information technology, 73-106.
Rajkobal, P. (2008). Globalization, consumerism, and unsustainable consumption. Reterived from https://www.majortests.com/essay/Globalization-Consumerism-and-Unsustainable-Consumption-F3SZ5VGQA A. html
Robertson, R. (1992). Globalization: Social theory and global culture (Vol. 16): Sage.
Rosokhata, A. S., Rybina, O. I., Derykolenko, A. O., & Makerska, V. (2020). Improving the classification of digital marketing tools for the industrial goods promotion in the globalization context. Research in World Economy, 11(4),42-52. https://doi.org/10.5430/rwe.v11n4p42 DOI: https://doi.org/10.5430/rwe.v11n4p42
Scholderer, J., & Grunert, K. G. (2005). Consumers, food and convenience: The long way from resource constraints to actual consumption patterns. Journal of Economic Psychology, 26(1), 105-128. https://doi.org/10.1016/j.joep.2002.08.001 DOI: https://doi.org/10.1016/j.joep.2002.08.001
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach: John Wiley & Sons.
Sharma, R., Nguyen, T. T., & Grote, U. (2018). Changing consumption patterns—Drivers and the environmental impact. Sustainability, 10(11), 4190. https://doi.org/10.3390/su10114190 DOI: https://doi.org/10.3390/su10114190
Siddiqui, K., & Anjum, M. (2013). Perceptions towards credit card usage: Factor analytic finding from Pakistan. International Journal of Economics Business and Management Studies-IJEBMS, 2(3), 128-135.
Stearns, P. N. (2006). Consumerism in world history: The global transformation of desire: Routledge. https://doi.org/10.4324/9780203969885 DOI: https://doi.org/10.4324/9780203969885
Steger, M. B. (2017). Globalization: A very short introduction (Vol. 86): Oxford University Press. https://doi.org/10.1093/actrade/9780198779551.001.0001 DOI: https://doi.org/10.1093/actrade/9780198779551.001.0001
Sundaram, J. K., & Khoo, K. J. (2003). Globalization and its discontents, Revisited: Tulika.
Surugiu, M.-R., & Surugiu, C. (2015). International trade, globalization and economic interdependence between European countries: Implications for businesses and marketing framework. Procedia Economics and Finance, 32, 131-138. https://doi.org/10.1016/S2212-5671(15)01374-X DOI: https://doi.org/10.1016/S2212-5671(15)01374-X
Tabish, M., Hussain, S. F., & Afshan, S. (2017). Factors that affect brand loyalty: A study of mobile phone industry of Pakistan. KASBIT Business Journal (KBJ), 10, 151-170.
Ulucak, R., Koçak, E., Erdoğan, S., & Kassouri, Y. (2020). Investigating the non-linear effects of globalization on material consumption in the EU countries: Evidence from PSTR estimation. Resources Policy, 67, 101667. https://doi.org/10.1016/j.resourpol.2020.101667 DOI: https://doi.org/10.1016/j.resourpol.2020.101667
Usman, A., Javed, M., Amjad, A., Jalil, A., Shaheen, I., & Amjad, U. (2017). Food, City and Young Globavores: perceptions of Pakistani urban youth about food choices and healthy eating. The Anthropologist, 27(1-3), 143-151. https://doi.org/10.1080/09720073.2017.1311681 DOI: https://doi.org/10.1080/09720073.2017.1311681
Wang, H., Shi, P., & Zhang, Y. (2017). Jointcloud: A cross-cloud cooperation architecture for integrated internet service customization. Paper presented at the 2017 IEEE 37th international conference on distributed computing systems (ICDCS). https://doi.org/10.1109/ICDCS.2017.237 DOI: https://doi.org/10.1109/ICDCS.2017.237
Willcox, J. C., Dobson, R., & Whittaker, R. (2019). Old-fashioned technology in the era of “Blingâ€: is there a future for text messaging in health care? Journal of medical Internet research, 21(12), e16630. https://doi.org/10.2196/16630 DOI: https://doi.org/10.2196/16630
Yahya, F., Zafar, R., & Shafiq, S. (2013). Trend of fast food consumption and its effect on Pakistani society. Food Science and Quality Management, 11, 1-7.
Zadeh, E. G., & Mozaffari, A. (2014). The impact of satellite TV channels on lifestyle changes for women in Iran. International journal of business and social science, 5(3), 126-131.
Zeb, H., Rashid, K., & Javeed, M. B. (2011). Influence of brands on female consumer's buying behavior in Pakistan. International Journal of Trade, Economics and Finance, 2(3), 225. https://doi.org/10.7763/ IJTEF.2011.V2.107 DOI: https://doi.org/10.7763/IJTEF.2011.V2.107