Impact of Packaging on Generation Y's Consumer Behaviour

7/21/2019 Impact of Packaging on Generation Y's Consumer Behaviour

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Hi Zartha` Fu`fh`dcit ef tgc ^cquhrcdcits fer tgc Mcorcc ef

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H Ds. \waria Naksgh gcrcny lcrthfy tgat ^eghtg ]gadph stumcit ef Dastcrs ef

Nushicss Amdhihstrathei - D&\ at Adhty Nushicss \lgee`, Adhty Sihvcrshty

Sttar Zramcsg gas ledp`ctcm tgc Zrebclt ^cpert ei !Hdpalt ef palkaohio ei

ocicrathei Xs leisudcr ncgavheur, hi Zartha` Fu`fh`dcit ef tgc ^cquhrcdcits

fer tgc Mcorcc ef Dastcr ef Nushicss Amdhihstrathei Darkcthio & \a`cs uimcr

dy ouhmailc.

]gc rcpert gas ncci lgclkcm fer tgc p`aoharhsd aim ht hs allcptan`c.

Ds \waria Naksgh

Asshstait Zrefcsser

Mcpartdcit ef Darkcthio


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Hdpalt ef Zalkaohio ei Ocicrathei Xs Leisudcr Ncgavheur

H mclàrc tgat

(a)]gc werk prcscitcm fer asscssdcit hi tghs Mhsscrtathei dy erhohia` werk, tgat ht gas

iet prcvheus`y ncci prcscitcm fer aiy etgcr asscssdcit aim tgat dy mcnts (fer werms,

mata, aroudcits aim hmcas) gavc ncci appreprhatc`y alkiew`cmocm;

(n)_erk leiferds te tgc ouhmc`hics àhm ny tgc Sihvcrshty, aim

(l)Zàoharhsd fer tghs rcpert gas ncci lgclkcm ushio ]urihthi seftwarc aim hs :%. ]gc

suddary ef rcpert hs attalgcm aèio whtg fer rcfcrcilc.

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Zalkaohio gas ncci la``cm tgc sh`cit sa`csdai nclausc tgc lurrcit sc`f-scrvhlc cleiedy gas

traisfcrrcm tgc re`c ef hiferdhio tgc lustedcr fred tgc sa`cs asshstait te amvcrthshio aim te

palkaohio, as ht hiferds us ef tgc qua`hthcs aim ncicfhts tgat leisudcrs arc oehio te entahi hf

tgcy leisudc a lcrtahi premult. ]gcrcferc, a`` tgc palkaohio c`cdcits gavc te nc lednhicm

te prevhmc tgc leisudcr whtg vhsua` sa`cs icoethathei wgci purlgashio aim ushio tgc premult.

]ghs stumy wcit a stcp ncyeim tgc tramhtheia` atthtumc demc`s aim a`se mcdeistratcm tgc

hdpalt ef premult palkaohio ei altua` ncgavheur, hi tcrds ef premult cva`uathei aim

purlgasc mclhshei. Ncshmcs, prcvheus `htcraturc himhlatcs tgat, ncgavheur hs ouhmcm ny scvcra`

falters wgh`c atthtumc hs a lrulha` eic. ]gc predethei aim premult appcarailc hs iet peshthvc`y

suffhlhcit te suppert tgc cffclt ef palkaohio. ]e nc ledprcgcishvc, atthtumc was hil`umcm fer

ncttcr uimcrstaimhio tgc ncgavheur.


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1.1 Nalkoreuim ef stumy

Iew mays, rctah` ledpcththei hs ncledhio leistait`y ledp`cx aim ledpcththvc hi iaturc.

Darkctcrs gavc ncci falhio tgc dest lga``ciohio task te taroct tgc darkcts as mhffcrcit

predetheia` stratcohcs gavc ncci mcvcèpcm aim uscm te rcalg tgc taroct darkcts (Nc`lg & Nc`lg,

>::=). Amvcrthshio hs leishmcrcm as eic ef tgc ncst ways te alghcvc tgc oea`s, nut rcalghio tgc

cithrc taroct darkct fer dest premults hs ocicra``y iet a fcashn`c prespclt (@euv aim Khdncr,

>::?). Daiy khims ef dcmha gavc cdcrocm murhio tgcsc ycars, wghlg dcais tgat ht hs ncledhio

hilrcashio`y cxpcishvc aim mhffhlu`t te rcalg aim ledduihlatc whtg leisudcrs aim petcitha`

lustedcrs. ]gc avcraoc leisudcr hs nednarmcm whtg aiywgcrc fred >3: te 3,::: dcmha

dcssaocs calg may (\tg`ncro & Dahà, >:1:). Leisudcrs gavc ncci cxpescm te tgc amvcrthshio

derc tgai cvcr tramhtheia` dcmha sulg as tc`cvhshei, daoazhic, icwspapcr aim nh``nearms aim ef

leursc c`cltreihl dcmha fer cxadp`cs, Xeu]unc aim nèo, a`` ledpcthio fer eur attcithei. Cvci

selha` dcmha hs pàyhio a vhta` re`c hi leisudcrs temay. ^ctah`hio temay aim hi tgc futurc wh``

hilùmc netg nuh`mhios aim lyncrspalc, wghlg dcais tgc darkct, lecxhst twe mhffcrcit typcs ef

sgepphio ncgavheur. ]gc cxpcrhcilcs hi `hvc sgepphio trhp aim nuy ei-`hic arc teta``y mhffcrcit

(\u``hvai, >::=). _htg tgc shtuathei `hkc tgat, a`` darkctcrs sth`` iccm te ledduihlatc whtg tgchr

lustedcrs hi a `hvc way cffclthvc`y aim cffhlhcit`y.

Zalkaohio mcshoi hs eic ef a uihquc aim pewcrfu` tee` hi demcri darkcthio civhreidcit. Vhsua`

palkaohio mcshoi alts as a sh`cit sa`csdai (\tcwart, 1886; ^ctthc aim Nrcwcr, >:::; Vai

Gur`cy, >::?). Zalkaohio mcshois arc ncledhio a nho hssuc ei predethei stratcoy, as sedc ef tgc

cvhmcilcs prevc tgat, dest ef tgc leisudcrs dakc tgchr nuyhio mclhshei nascm ei tghs lrhtcrha.

Cspclha``y fer temays yeuio leisudcr, h.c. Ocicrathei X wge gavc `carit te sgep aim dakc

tgchr ewi nraim mclhshei seeicr tgai tgc prcvheus ocicrathei, wghlg hs dahi`y nclausc tgchr

parcits wcrc eut fer werk at tgchr car`y aoc. Iet ei`y tgat tgcy arc a`se ncttcr cmulatcm, derc

mhslrhdhiathio aim ncèios te a sda``cr, yeuiocr geuscge`m. Iew mays, daiy geuscge`ms gavc

twe waoc caricrs, gusnaim aim whfc, lrcathio derc mhslrctheiary hiledc. ]gcrc gas ncci a

lgaioc hi fadh`y tramhtheis aim `hfcsty`cs as wc``. ]gcy gavc ncci nreuogt up whtg uiprclcmcitcm

lgehlc adeiost dest leisudcr oeems aim scrvhlcs (Quc`lg aim Kciiy, 188=,) c.o. mhffcrcit


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khims sgadpees ef GS@ er Z&O aim derc tgai 3: varhcthcs ef Ihkc sgecs. Hi tghs lurrcit

slciarhe, palkaoc lai cxtcim hts lapalhty te hifùcilc ocicrathei X. Ht hs nc`hcvcm tgat yeutg

darkct hs gavhio tgc orcatcst petcitha` darkct hi rcspclt fer palkaohio. Dcaiwgh`c, tgc cvcr-

hilrcashio iudncr ef premults avahàn`c te leisudcr aim tgc leistait ammhthei ef premults fred

mhffcrcit nraims, ohvc ocicrathei X ai hilrcashio lgehlc ef nuyhio varheus premult, aim tgc

rctah`cr gas tgc pewcr te mctcrdhic wghlg premult hs te mhspày aim wghlg te ico`clt.

]e leivhilc tgc rctah`cr aim te leivhilc tgc leisudcr te purlgasc aim rcpurlgasc arc twe

mhffcrcit tghios. ]gc wer`m gas lgaiocm; ht hs ie èiocr suffhlhcit dcrc`y te put tgc nraim/premult

ei tgc sgc`f. ]gc shdp`hsthl prcellupathei whtg purc sgc`f hdpalt gas ohvci way te iccm fer

cstan`hsghio a sepghsthlatcm darkcthio stratcoy fer tgc premult. ]gc stratcoy hilùmcs (1) a

tgereuog uimcrstaimhio ef tgc leisudcrs iccms, (>) tgc pcrlchvcm qua`hty ef tgc premult, hts (::?). ]gcy day raioc fred

ledduihlathio tgc pcrlcpthei ef tgc premults qua`hty, hts cffhlaly, hts cffhlhcily, hts ocimcrrcàtheisghp, er aiy iudncr ef lgaraltcrhsthls aneut tgc premult hishmc tgc palkaoc (Dcycrs aim

@unhicr, 1887).

Eic ef tgc darkcthio hiievatheis ef palkaohio hs tgc lednhiathei ef tgc uihquc palkaoc, nraim

hmcithfhlathei aim amvcrthshio aim tghs trcim gas rcfeluscm tgc attcithei ef darkctcrs. @aroc

iudncr ef alamcdhl rcscarlg leithiucs te cxadhic tgc re`cs ef palkaohio hi darkcthio dhx.

Gewcvcr, `htcraturc rcvhcw gc`ps hi rcvca`hio a `htt`c tgcercthla` mcvcèpdcit hi tgc arca ef

palkaohio aim gew hts hifùcilc te Ocicrathei Xs. ]gc dahi purpesc ef tghs rcscarlg hs te

cxpèrc tgc rcàtheisghp ef vhsua` palkaohio mcshoi aim leisudcrs purlgashio ncgavheur.

^clcit ycars, fasghei ledpaihcs arc putthio derc cfferts ei palkaohio ratgcr tgai etgcr

varhan`cs hilùmhio prhlc, qua`hty, aim se ei, hi ermcr te hifùcilc Ocicrathei Xs mclhshei-

dakhio.


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1.> ]gc ^casei fer \tumyhio Zalkaohio

Zalkaohio hs orewhio aim leishmcrcm te nc eic ef tgc icw darkcthio stratcohcs. ]gc daber

rcaseis fer tgc pepuàrhzathei ef tghs icw darkcthio tee` hs dahi`y hs tgc lgaiohio rctah` ferdat

aim sgepphio ganht ef leisudcr

1.>.1 Icw ^ctah` Ferdat

Mcsphtc ef tgc tramhtheia` rctah` stercs, lataèoucs aim varheus tc`cvhsheis sgepphio lgaiic`s,

temays leisudcrs gavc derc sgepphio lgehlcs whtg tgc cdcrocilc ef Hitcrict. ^ctah`hio lai nc

mhvhmcm hite hi-sterc aim iei-sterc. ]gc tramhtheia` stercs a`se lai nc la``cm nrhlk aim derta`,

wghlg dcais tgc ledpaiy pesscsscs a pgyshla` sterc fer epcrathei aim effcrs falc-te-falc

leisudcr cxpcrhcilc. Iewamays, derc aim àrocr lgahi epcratheis sct up wghlg amvelatc sc`f-

scrvhlc. A icw rctah` ferdat gas ferdcm hi sulg a way te rcmulc tgc iudncr ef sa`cs ferlc te gc`p

aim hiferd tgc prespclt lustedcrs. ]gcrcferc tgc nurmci ef ledduihlathei aim hiferdathei fa``s

ei predethei stratcohcs. ]ghs hs eic ef tgc shoihfhlait falters, wghlg `cm te rhsc ef mhffcrcit khims

ef predethei.

1.>.> Lgaiohio \gepphio Ganht

As pcr Ievcdncr >:1:: dh``heis (Hitcrict aim Denh`c

Asselhathei ef Himha (HADAH) aim HD^N Hitcriatheia`) aim seurlc a`se rcperts tgat Himha wh``gavc >=< dh``hei Hitcrict uscrs ny Buic >:1=. ]gc hdpalt ef tclgieèoy amvailc hilùmcs

lgaioc hi leisudcrs sgepphio ncgavheurs aim tgchr prcfcrcilcs. Ei`hic darkcthio gavc ncci

eutpàycm etgcr khims ef iei-sterc darkcthio, h.c. tc`cdarkcthio. Fàvha!i, Ouhiaù aim Ourrca

(>::=) statcm tgat Hitcrict hs orewhio vcry pewcrfu` aim lgaiohio tgc way ef traisdhtthio aim

ledduihlathio hiferdathei. Iew leisudcrs lai oct wca`tg ef hiferdathei hi shio`c teulg er a

shio`c l`hlk whtg tgc gc`p ef c`cltreihl mcvhlcs. ]gc pewcr ef leisudcrs gas orewi aim iew

mays tgcy gavc whmcr lgehlc as wc`` as naroahihio pewcr. ^ctah` darkctcrs arc a`se faslhiatcm ny

tgc pewcr ef Hitcrict, wghlg prevcs tgat tgc Hitcrict gas ie shoi ef sèwhio mewi. Fer dest ef

pcep`c, Hitcrict gas ncledc tgchr fhrst seurlc ef hiferdathei fer sgepphio. ]gc hilrcashio

leilcri aneut tgc mclcpthei ef amvcrthshio prevhmcs ai eppertuihty fer tramhtheia` stercs ei

amvcrthshio. ]ramhtheia` amvcrthshio laiiet iet rcpàlc ny ei`hic darkcthio. Ht sgews tgat tgc hi-

sterc dcrlgaimhshio sgeu`m icvcr nc ico`cltcm.


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@

1.>.< Amvcrthshio ]rcims

Amvcrthshio er aiy khims ef darkcthio tee`s arc iet ei`y te prevhmc ai eppertuihty fer a nraim te

nc scci. Ht a`se sgeu`m prevhmc hitcralthei, vhsua` cxlhtcdcit, stery tc``hio, lrcathio sgarcm

cxpcrhcilc at dass `cvc` aim dakhio cdetheia` leiicltheis. ]gcrc hs a trcim tgat wh`` nc `css aim

`css felus ei pgyshla` hifrastrulturc aim àycrs ef nurcaulraly te mc`hvcr tgc mcshrcm vaùc ny

lustedcrs (\gcrhff & Iaocsg, >::?). Iew mays, tgc felus gas ncci sghftcm te cdetheia`

attalgdcit ef leisudcrs tewarms nraim/premult. ]gc dest lga``ciohio task fer aiy ledpaiy hs

te hdprcss aim attralt leisudcrs attcithei aim te pcrsuamc tgcd te put tgc premults hite tgchr

sgepphio naskct. ]gcrcferc, tgc kcy aim tgc lga``cioc ef ledpaihcs arc te turi cvcry eppertuihty

hite pewcrfu` sc``hio tee` tgat wh`` gc`p hi alghcvhio ledpcththvc amvaitaoc. ]ghs hs tgc dahi

rcasei wgy hivcstdcit aim tgc lest ef amvcrthshio leithiuc te hilrcasc calg. Iew mays,Leisudcrs gavc ncledc derc hi tuic whtg palkaoc mcshoi aim ghog cxpcltathei tgat tgc

palkaocm premult gc`p hi dccthio, netg ef tgchr fuiltheia` aim cdetheia` iccms. \tg`ncro &

Dahà (>:1:) himhlatcs tgat a icw mcshoicm palkaoc lai àst fhvc te chogt ycars. ]gcrcferc ht hs

l`car tgat palkaoc gas a èiocr predetheia` `hfc tgai aiy etgcr tee`s. Zalkaohio hs tryhio te kccp

hi stcp whtg tgc sc``hio civhreidcits aim lgaiohio `hfcsty`cs (Dcycrs aim @un`hicr, 1887).

]gcrcferc, hivcsthio hi palkaoc hs a whscr lgehlc hi tghs lùttcrhio rctah` civhreidcit.


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1.< \lepc ef \tumy

]ghs rcscarlg ahds at hivcsthoathio tgc vaùc-ammcm fuiltheis ef palkaoc. Aftcrwarms, tgc

hifùcilcs ef tgcsc vaùc-ammcm fuiltheis te ocicrathei Xs leisudcr ncgavheur wcrc a`se

hivcsthoatcm. Dy stumy ei hdpalt ef palkaohio ei leisudcr nuyhio ncgavheur hs hi rcspclt te

ocicrathei X. Qucstheiiahrc was mhstrhnutcm te tghs ocicrathei wge aocm nctwcci 16 aim >8. ]gc

rcasei fer lgeeshio tghs ocicrathei hs nclausc ef tgchr uihquc sgepphio ganhts aim tgchr

mhslrctheiary hiledc. ]gc felus ef tghs rcscarlg ahds at prevhmhio ouhmc`hic te darkctcrs hi

ermcr te rc-felus tgc re`c ef palkaohio.

]greuog tgc leursc ef tghs rcscarlg, tgc attrhnutcs aim vaùc-ammcm fcaturcs ef palkaoc wcrc

hmcithfhcm aim was uscm te aia`ysc tgchr cffclt ef palkaoc ei ocicrathei Xs nuyhio ncgavheur.


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1.= \hoihfhlailc ef \tumy

]gc shoihfhlailc ef stumy hs as fe``ews2

1) ]e Simcrstaim ocicrathei Xs atthtumc tewarms palkaocm premult/nraim

>) ]e cigailc tgc uimcrstaimhio ef tgc cffclts ef predetheia` pewcr aim vhsua` appcarailc

ef palkaohio


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>.1 Hitremulthei

Zalkaoc ncledcs part ef eur `hfc, wgci wc wa`k ei a strcct er ledc hite a sterc, wc lai scc

a`dest cvcrytghio whtg a palkaoc. Iewamays tgc tramhtheia` re`c ef palkaoc gas ncci lgaiocm.

]ghs hs dahi`y muc te lgaiohio rctah` ferdat aim rhshio ledpcththei. ]gc dahi enbclthvc ef tgc

stumy hs te hivcsthoatc tgc leisudcr nuyhio ncgavheur ef ocicrathei y tewarms fasghei

palkaohio.

Hi ermcr te prevhmc ai uimcrstaimhio ef palkaohio hi hifùcilhio ocicrathei y ncgavheur, tgc

rcvhcws ef `htcraturc gas ncci eroaihzcm allermhio`y. Fhrst, tgc mcfhihthei aim re`cs ef palkaoc hs

cxadhicm. ]gci, prcvheus alamcdhl mcvcèpdcits aim stumhcs rcàtcm hts vaùc-ammcm fuiltheis

arc rcvhcwcm. H wh`` nc a`se tryhio te mhsluss tgc hdpalt ef twe mhffcrcit lucs (palkaoc

attralthvcicss aim predetheia` pewcr) ei ocicrathei Xs premult cvaùathei (pcrlchvcm qua`hty

aim pcrlchvcm vaùc) aim sunscqucit`y, tgchr ncgavheura` hitcithei (purlgasc mclhshei).

>.> Zalkaohio

>.>.1 Mcfhihthei ef Zalkaoc aim Zalkaohio

Hi dest ef tgc `htcraturcs, tgc tcrds palkaohio aim palkaoc arc uscm hitcrlgaiocan`c. ]gcsc

tcrds arc rc`cvait, hi parthluàr, te eur uimcrstaimhio ef palkaohio aim amvcrthshio hi fasghei

Himustry. K`hdlguk & Krasevcl (>::6) mcfhicm palkaoc hs a tcrd usc fer pgyshla` enbclt tgat

gavc leitahidcit purpesc. ]gc enbclts `hkc lartei, leitahicr, nex er nuim`c, wghlg lai prcvcit

`cakaoc aim mhshitcorathei, lai a`se nc rcoarmcm as palkaoc hi tghs scisc. Ht lai a`se rcfcr te tgc

wrapphios er levcrhio ef ai enbclt. ]ghs adpghne`y hs nream aim sedcgew lai nc pren`cdathl hi

pralthlc wgcrc tgcrc hs a iccm fer mhsthiouhsghio tgc cxpaimcm re`c ef palkaoc. ]gc pgrasc

palkaoc rcfcrs te tgc premulthei ef tgc prelcss ef palkaohio (Dcycrs, 1887). ]ghs ocicrhl tcrd

mecs `htt`c te cxprcss tgc mhsthilt iaturc ef tghs myiadhl mcshoi dcmhud er hts pàiicm fuilthei te

leitahi, traispertathei, mhspcisc. ]ghs stumy feluscs ei tgc lgaiohio re`cs ef palkaohio,

tgcrcferc tgc mcfhihthei ef Dcycrs (1887) was ameptcm tgat a palkaoc hs a ieui fer mcslrhnhio

tgc pretclthei, leitahidcit aim hmcithfhlathei purpesc wgh`c palkaohio hs a vcrn- rcf`clthio tgc

cvcr-lgaiohio iaturc ef tgc dcmhud.


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Z

Ledparcm te etgcr darkcthio hiferdathei `hkc prhlhio aim mhstrhnuthio, palkaohio gas rclchvcm

`htt`c alamcdhl rc`cvailc. As tgc fuiltheis ef palkaoc arc lgaiohio fred thdc te thdc, tgcrc hs ie

shio`c mcfhihthei ef palkaoc. E`sei aim Baleny (18?>) mcslrhncm palkaoc hs tgc attrhnutcs far

ncyeim tgc pgyshla` lgaraltcrhsthls ef tgc premult aim hs leishmcrcm as ai cxtrhishl attrhnutc ef

tgc premult, wgh`c Rchtgad` (1877)"s dcais-cim apprealg leishmcrcm palkaohio as ai hitrhishl

attrhnutc. (h.c. eic tgat laiiet nc lgaiocm whtgeut a`tcrhio tgc iaturc ef premult htsc`f) . Hi tghs

rcoarm, palkaoc tgat hs part ef tgc pgyshla` ledpeshthei ef tgc premult hs hitrhishl wgh`c tgc

hiferdathei appcarhio ei tgc palkaoc hs leishmcrcm as ai cxtrhishl attrhnutc. ]ghs tgcshs

leilcptua`hzcs palkaohio as ai cxtrhishl attrhnutc.

>.>.> Zalkaoc Mcshoi

]gc palkaoc gas ai appca` te tgc sgeppcrs hdpu`sc2 tgc mcshoi c`cdcits `hkc le`eur, shzc, sgapc,

aim cvci tgc sgc`f peshthei ef tgc palkaoc (Zh`mhtlg, 18?::8) cxcrlhscm feem himustry as ai cxadp`c aim mcfhicm palkaoc mcshoi hs a

dcais usc netg vcrna` aim ieivcrna` dcssaoc te ledduihlatc whtg leisudcrs.

Nhx , ^hfei aim @elkgart (>::::3).

>.>.< Zalkaoc at Mhffcrcit Nuyhio \taoc

Zalkaohio gas mhffcrcit fuiltheis at varheus leisudpthei staocs. Ogesga` (>:1:) leishmcrcm

sedc ef tgc palkaoc hs vhshn`c at tgc thdc ef purlgasc aim sedc hs iet vhshn`c ncferc er at tgc

thdc ef purlgasc. Cvhmcit cxadp`cs hi fasghei himustry arc lesdcthls aim pcrfudcs. ]gcsc

premults lai nc rcoarmcm as hdpu`sc premults wghlg premults arc neuogt whtgeut prher p`ais


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(@hae, Xuio aim Lgu, >::8). ]gcsc vhsua``y appca`hio palkaoc mcshoi lai attralt lustedcrs

attcithei aim areusc tgchr hitcrcst hddcmhatc`y cspclha``y at tgc pehit ef purlgasc shtuathei.

]gc hivhshn`c palkaoc rcfcrs te tgc papcr sgepphio naos aim sgecnexcs ctl. ]gcsc palkaocs me

iet affclt tgc purlgasc mclhshei nut lai entahi a predetheia` cffclt wgci leisudcrs larry tgcd

areuim tgc strcct (\tcwart, 1886).

>.>.= Zalkaoc Ledpeicits

Ocicra``y spcakhio, palkaoc c`cdcits lai nc vhcwcm as mcshoi c`cdcits (Ertg, @hdei aim

Kag`c, >::8; VaiGur`cy, >::?; L`cdcit, >::?; Dcycrs 1887). ]gc mcshoi c`cdcits lai nc

mhsthiouhsgcm hite twe nèlks2 orapghl ledpeicits aim strultura` ledpeicits. Orapghl

ledpeicits hilùmhio leèur, typeorapgy, sgapc aim hdaoc wgh`c strultura` ledpeicits hilùmc

palkaoc shzc, sgapc aim tgc datcrha`s uscm (Adpucre aim Vhà, >::6).

Lednhiathei ef tgc rhogt palkaoc c`cdcits lai cxlhtc tgc leisudcrs hi a way te hifùcilc tgchr

fcc`hio tewarms a premult tgreuog shogt, tastc, sdc``, gcar aim teulg (Dcycrs, 1887). ]gc

fe`èwhios arc rcoarmcm as tgc dest leddei mcshoi ledpeicits ef palkaoc aim lai nc iadcm

as ledduihlaters (\tcri, 1871)2

Leèr2 Leèr hs prenan`y tgc fastcst aim dest hdpertait vhsua` ledduihlater

(VaiGur`cy, >::?). Leèrs gavc tgc amvaitaocs ef nchio an`c te sct a deem hddcmhatc`yaim tgci asshsthio leisudcr purlgasc hitcithei. Leisudcr gas ncci prcleimhtheicm te

rcalt te leèr as a sthduùs.

\gapc2 Leisudcrs hmcithty lcrtahi premults dcrc`y ny tgc sgapc ef tgc palkaoc. Zalkaoc

sgapc lai `cim ai ahr ef fcdhihihty er daslu`hihty. Ncshmcs, sgapc lai a`se ledduihlatc

a fcc`hio ef se`hmarhty aim qua`hty (\tcri, 1871).

]ypeorapgy2 Ht leivcys premult hiferdathei hi a way tgat hs mhffcrcit ferd leèr aim

sgapc. Ht ledduihlatcs tgreuog àiouaoc (Dcycrs, 1887). ]ypeorapgy ncledcs tgc

amvcrthscr as wc`` as hmcithfhcr. Ht lai nc tgc prhdc palkaoc hmcithfhlathei c`cdcits er

supperthvc c`cdcit (\tcri, 1871).

]cxturc2 Leisudcrs teulg tgc palkaoc aim tgc tcxturc lai rchiferlc tgchr prcleilchvcm

hmcas ef gew palkaoc fer lcrtahi premults sgeu`m fcc` aim rchiferlcs calg ef tgc etgcr

ledduihlaters (Ogesga`, >:1:; Zclk aim _hoohis, >::6).


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>.< ]gc lgaiohio ê`c ef Zalkaohio

^clcit`y, rcscarlgcrs sghftcm tgc felus te tgc ledduihlathei hdpalt ef palkaohio aim tgc

hdpertailc ef palkaohio hs rcleoihzcm hi rclcit rcscarlg. ]gc re`cs ef palkaohio raioc fred

nchio shdp`c aim fuiltheia``y feluscm te derc cxtcishvc hitcrprctatheis (@eiv aim Khdcnr,

>::?).

>.) aorccm whtg tgat, tgc dahi

enbclthvc ef palkaoc hs te dakc traispertathei cashcr, prcvcit sph`àoc aim leitadhiathei. E`sei

aim Baleny (1873) mcshoiatcm palkaoc mcshoicm te avehm tgc premults nchio uipretcltcm aèio

tgc mhstrhnuthei lgaiic` aim te cisurc tgc fhia` premults arc hi oeem leimhthei.

>. Darkcthio e`c ef Zalkaohio

Muc te himustrha`hzathei, tclgihla` hiievatheis aim rcveùthei hi eur ways ef sgepphio, tgc

darkcthio stratcohcs cdpgashs fred may-te-may premult sa`cs te èekhio fer ways ef nuh`mhio

èio-raioc nraim stratcohcs. ]gc re`c ef palkaohio fred pretclt, leitahi aim mc`hvcry mcvhlcs

damc orcat preorcss te alghcvc darkcthio enbclthvcs (Ogesga`, >:1:; Lapsu`c, >::7; Dcycrs &Ocrstdai, >::3; Ih`ssei & Estred, >::3; \tcwart, 1886; Simcrweem, 1886). Zh`mhtlg (18?::7) teek palkaohio te tgc icxt `cvc`. Gc statcm tgat palkaoc hs far ncyeim tgc nashl

fuiltheis ef pgysheèohla` aim safcty. Ht lai nc a scisc ef ncèiohios, fu`fh`` sc`f-cstccd aim sc`f-

altua`hzathei.

Hi fasghei himustry, palkaoc hs ncledhio ai hitcora` part ef darkcthio stratcoy aim a part ef

premult attrhnutcs te prevhmc a mcorcc ef ncicfht te lustedcrs ratgcr tgai ei`y tgc pgyshla`

fuiltheis. A palkaoc lai nc rcoarmcm as hiferdcr, amvcrthscr aim cvci hdaoc hi darkctpàlc

(\càdc aim Ke``hohai, 187>).


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HH

Zalkaohio hs dust pretclt wgat ht sc``s aim sc`` wgat ht pretclts (Nrhstei aim Ich`, 18?>).

K`hdlguk aim Krasevcl (>::6) nc`hcvcm tgat palkaohio hs part ef tgc nhoocr phlturcs ef nraim.

Ny iew, nraimhio gas ncledc a darkcthio getpet tgat ramhatcs hite cvcry ihlgc ef tgc

ledduihlathei dcmha. Iewamays, a nraim hs whmc`y asselhatcm whtg varhcty ef pcep`c, scrvhlc,

pcep`c, pàlcs, hmcas aim leilcpts. Fer palkaohio, nraim hs a iadc, a dark ef ewicrsghp aim tgc

rcprcscitathei ef premults, scrvhlcs, pcep`c aim pàlcs. Fred a darkcthio staimpehit, tgc

asselhathei ef tgc palkaohio whtg tgc premult fred tgc taiohn`c pgyshla` strulturc aim vhsua`

hmcithty te tgc taiohn`c cdetheia` leiiclthei-ncledcs hicxtrhlan`y `hikcm te tgc `cohthdaly aim

rc`hanh`hty ef tgc nraim. Ht hs iet pesshn`c te scparatc tgc leisudcrs pcrlcpthei ef tgc nraim fred

palkaohio.

>.::6). Ht sgarcs tgc sadc fuilthei whtg premult tgat hs leitrhnuthio te

tgc premult pcrferdailc, hilùmhio dahitahis sgc`f `hfc aim casc fer usc (^hoaux, 187>). Ht lai

a`se nc ai himhlater ef tgc prhlc pehit at tgc pehit-ef-purlgasc shtuathei (Nhx ct a`, >::


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>.= Vaùc-Ammcm

Hi ermcr te entahi tgc parthluàr hifùcilc ef palkaoc ei leisudcr ncgavheur, tgc vaùc-ammcm

fuiltheis ef palkaoc dust nc aia`yscm hi orcat mctah` (\tcwart, 1886).

>.=.1 Cffclt ef Vaùc-ammcm Fuiltheis

Ny tgc làsshfhlathei ef Dcycrs & Ocrstdai (>::3), tgrcc khims ef palkaoc pcrferd vaùc-ammcm

fuiltheis2

Hdaoc-lrcathio palkaoc2 Zalkaohio lai ledduihlatc tgc pcrseia`hty tgreuog a

lednhiathei ef mcshoi c`cdcits. ]gc varhcty ef vhsua` prcscitathei aim tgchr lednhiathei

lai gc`p cstan`hsghio tgc nraim hdaoc aim nraim hmcithty ny leivcyhio mhffcrcit dcssaoc

(Simcrweem, 1886; VaiGar`cy, >::?). Cvhmcit cxadp`c hs tgc bcwc``cry nex ef ]hffaiy

& Le, tgc nùc nex hdp`hcs tgat tgcrc hs sedctghio prclheus hishmc whtgeut epcihio tgc

nex. Zalkaohio rcf`clts tgc nraim hdaoc, leisudcr ledc te rcleoihzc aim vhsua``y

hmcithfy whtg tgc vaùcs, qua`hthcs, fcaturcs aim attrhnutcs ef tgc nraim (\tcwart, 1886).

Ledduihlathei palkaoc2 Hi temay fasghei rctah` civhreidcit, ht hs iet rarc fer tgc

premult sadcicss er shdhàrhty. _htg tgc vasticss ledpcththei, daiy ef tgc rctah`crs

evcràp shdhàr premults. \geppcrs gavc te mclhmc adeio iudcreus lgehlcs. Zalkaoc

scrvcs te vhsua``y ledduihlatc premult mhffcrcithathei aim avehm leisudcr leifushei

(DalLa`ùd, >::=). _htgeut a palkaoc, calg premult weu`m èek rcdarkan`y shdhàr.

Zalkaoc hs u`thdatc`y rcspeishn`c fer mctcrdhihio tgchr premults mhsthiouhsghio

lgaraltcrhsthls aim prevhmhio a l`car leitrast nctwcci premults.

\cisueus palkaoc2 ]gc enbclthvc ef lrcathio scisueus palkaohio hs te lrcatc a peshthvc

pcrlcpthei ef purlgashio tgc premults. Zalkaoc trhcs te cvekc eur cdethei te hifùcilc

eur purlgasc mclhshei. Daiy lesdcthls aim pcrfudc palkaocs arc mcshoicm te leivcy a

scisueus rcalthei, sulg as asselhatc whtg ncauty, mcshrc, èvc, scmulthvcicss aim ùxury

(@hae ct a`, >::8; \tcwart, 1886). ]gc palkaoc tgat hs hivhshn`c at pehit-ef-purlgasc lai

a`se lrcatc a scisery rcspeisc. ]gc sgepphio nao er nex lai ledduihlatc tgc pcrlcpthei

ef wgat yeu neuogt aim wgcrc yeu neuogt ht (\tcwart, 1886). Ncyeim shdp`y nchio a

dcais ef traisperthio enbclts fred a sterc te gedc, sgepphio naos prevhmcs tgc

eppertuihty te leivcy tgc spclha` lgaraltcrs ef a sterc. _gci pcep`c larry a Oullh

sgepphio nao, wc day asselhatc whtg prcdhud htcds hishmc.


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HK

>.3 Acstgcthl

Aietgcr hdpertait attrhnutc ef palkaoc hs acstgcthls, wghlg gavc shoihfhlait hdpalt ei

hifùcilhio leisudcr prcfcrcilcs aim lgehlcs. Acstgcthl hs uscm hi rcfcrcilc te chtgcr scishthvhty

te ncauty er te tgc nrailg ef pghèsepgy (Vcryzcr, 188::>). Fer fasghei premult, pcep`c leishmcr acstgcthls as a vhsua` ledduihlathei te

nc eic ef tgc prhdary amvaitaocs wgci nuyhio premults (_erkdai, >::?). Leisudcr iewamays

ncoai te mcdaim premult tgat wcrc netg fuiltheia` aim attralthvc. Hi rcspeisc, palkaoc

appcarailc scrvcs as a tee` te hifùcilc leisudcr scarlghio fer premult aim pày ai hdpertait

re`c hi sgaphio tgchr prcfcrcilcs aim lgehlcs (Lrcusci, >::3). Ncshmcs, tgc appcarailc ef a

premult iet ei`y hifùcilcs tgc acstgcthl vaùc ef a premult, nut a`se tgc pcrlchvcm fuiltheia` aim

premult vaùc (_erkdai, >::?; Lrcusci, >::3).

Acstgcthls lai nc rcoarmcm as tgc mcshoi ef ai enbclt (Vcryzcr, 1883; Lrcusci aim \lgeerdais,

>::3). @aucr (18?8) statcm tgat mcshoi c`cdcits (c.o. `hic, sgapc, leèr, ctl) aim prhilhp`cs (c.o

leitrast, preperthei, naàilc ctl.) arc csscitha``y fer leisudcrs te ferd tgchr pcrlcpthei tewarms

ai enbclt er a vhsua` mhspày (@aucr, 18?8). \ulg mcshoi c`cdcits aim prhilhp`cs gavc a streio

hdpalt ei tgc ferdathei ef acstgcthl rcspeisc (Vcryzcr, 188


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H@

rcscarlgcs me sccd te sgarc a leishstcit leilcpt tgat acstgcthl rcspeisc hive`vcs tgc rcohstcrhio

ef affclt er p`casurc muc te tgc leislheus er uileislheus hifùcilcs ef sthduùs lgaraltcrhsthl ef

ai enbclt (Ncr`yic 18?=). Hi a ocicra` scisc, ai acstgcthl rcspeisc rcfcrs te gew a pcrsei rcalts

te ai enbclt (c. o. premult). ]gc rcalthei hs nascm ei twe lrhtcrha2 pcrlcpthei ef tgc enbclt

(Ncr`yic 18?=) aim ledpeshthei ef tgc pgyshla` fcaturcs (h.c. mcshoi) ef tgc enbclt (premult)

(Vcryzcr aim Gutlghisei, 1887).

Nèlg (1883) prepescm a demc` rcoarmhio leisudcr rcalthei tewarms premult ferd. Hi

cxadhihio tgc prepescm demc`, tgc fhrst ledpeicit te nc mhslusscm hs premult ferd htsc`f. As

Nèlg (1883) suoocstcm, a premult's ferd rcprcscits a lednhiathei ef c`cdcits aim te alghcvc a

parthluàr scisery cffclt. ]gc premult ferd, eilc mcvcèpcm, day sthduàtc a varhcty ef

psylgeèohla` rcspeiscs. Leoihthvc aim affclthvc rcspeiscs hitcralt aim day ellurshdu`taiceus`y. Aftcr tgat, psylgeèohla` rcspeiscs te mcshoi `cam hi turi te ncgavheura`

rcspeiscs. ]gc ncgavheura` rcspeisc lai nc mcslrhncm as chtgcr apprealg er avehmailc.

Apprealg ncgavheurs rcf`clt ai attralthei te a mcshoi aim hilùmc spcimhio thdc hi a shtc aim

cxpèrhio ht. Avehmailc ncgavheurs rcprcscit tgc eppeshtc ef apprealg rcspeiscs.

]gc `cvc` ef palkaoc acstgcthls affclt gew leisudcrs pcrlchvc aim latcoerhzc a premult (c.o.,

premult làss, ledp`cxhty `cvc`/tclgieèohla` sepghsthlathei), hifùcilc tgchr atthtumc tewarm hts

usc (c.o., mhffhlu`t te usc), aim sgapc tgchr pcrlcpthei ef tgc rhsks hive`vcm hi purlgashio tgc

premult (Vcryzcr, 1883).

Nèlg (1883)"s prepescm demc` hs sgewi as fe`èwhio2

Fhourc >.12 A demc` ef leisudcr rcspeisc te premult ferd (Nèlg 1883)


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HD

>.6 Ocicrathei X

>.6.1 Lgaraltcrhsthls

]ghs stumy taroct hi tghs rcscarlg hs ocicrathei y. Ocicrathei y, ny tgc nreamcst mcfhihthei, wcrc

neri nctwcci 18?? aim 188= (Nreamnrhmoc, Daxwc`` aim Eomci, >::?) aim arc tgc lgh`mrci

chtgcr ef ocicrathei x er nany needcrs (Nakcwc`` aim Dhtlgc``, >::::6). ]gcy mcshrc fer qua`hty ef `hfc aim wait tgc ncst ef cvcrytghio. Fred

tgchr yeuio aoc, tgcy gavc ncci tauogt aim te`m ny tgc dcmha aim parcits tgat tgcy lai gavc wgat

tgcy wait. ]gcy mcshrcs fer qua`hty `hfc aim premult tgat lai effcrs tgc ncst te tgcd. As IA\

(>::6) dcitheicm, ht dakcs ocicrathei y mrhvci aim adnhtheus, whtg ghog cxpcltatheis. Ht lai

nc sahm tgat tgcy arc nraim-leislheus, pcrfcltheihsd, datcrha`hsd aim gcmeihsd tewarms fasghei.

>.6.> \gepphio Ganhts

Nakcwc`` aim Dhtlgc`` (>::::::=; IA\ >::6). ]ghs leisudcr oreup hs kiewi fer hts

àroc mhspesan`c hiledc aim hs orewhio at a vcry fast ratc. Himhvhmua`s whtghi tghs ocicrathei

dakc fer a prefhtan`c aim èya` lustedcr nasc nclausc tghs oreup hs eftci typhfhcm as nchio ghog`y

leisudpthei erhcitcm aim sepghsthlatcm hi rcàthei te tgchr tastcs aim sgepphio prcfcrcilcs

(Nc``cau, \uddcrs, Wu aim Zhic`, >::6). \gepphio te tgcd, hs iet ei`y ai alt ef purlgashio, ht hs

a lednhiathei ef selha` althvhthcs aim `chsurc althvhthcs. @htcraturc rcàtcm te ocicrathei y

mcslrhncs tgcy arc a ocicrathei tgat arc neri te sgep (Nakcwc`` & Dhtlgc``, >::


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hiferdathei avahàn`c hi Hitcrict, guimrcms lgehlcs ef tc`cvhshei lgaiic`s aim daoazhics gas

cileuraocm ocicrathei y te swhtlg te aietgcr lgehlc hf tgcy me iet oct wgat tgcy wait fred eic

seurlc.

>.6.< Atthtumc tewarms Amvcrthshio

]clgieèohcs amvailcm aim dass dcmha pàys a lrulha` re`c hi sgaphio ocicrathei X atthtumc aim

bumodcit. ]gcy lai oct hiferdathei fred daiy seurlcs. Leilcrihio ei tgchr atthtumc tewarms

amvcrthshio, tghs ocicrathei hs parthluàr`y attraltcm ny amvcrthshio tgat hs himhvhmua`hsthl aim aith-

lerperatc (_e`nuro & Zekywlzyiskh, >::1). ^cscarlg sgews tgat yeuio leisudcrs arc cash`y

oct nercm ny rcpcat amvcrthshio (\gcrhff & Iaocsg, >::?). ]gcy lai nc rcoarmcm as rcpcththei

avehmcrs.

Ncshmcs, ocicrathei y arc sahm te nc as dh``ciiha` aim Hitcrict ocicrathei (Nreamnrhmoc, Daxwc`

aim Eomci, >::?). ]gcy arc ammhltcm te Hitcrict. ]gc dest up-te-matcm hiferdathei lai nc feuim

aim traisdht hi ai cxtrcdc`y fast ratc. Ocicrathei X wge gas orewi up hi tghs dcmha-saturatcm,

nraim-leislheus wer`m, tgcy rcspeim te amvcrthshio mhffcrcit`y aim prcfcr te cileuitcr darkcthio

dcssaocs hi mhffcrcit pàlcs er fred mhffcrcit seurlcs (Nc`lg & Nc`lg, >::=). ]gcrcferc,

darkctcrs gavc te traisht tgchr dcssaocs te tghs ocicrathei hi a mhffcrcit way hi ermcr te staim eut

anevc tgc ledpcthters.

>.6.= Mhffcrcilcs hi Fcda`c aim Da`c

]ramhtheia``y, tgc mhsthilthvc re`c ef da`c aim fcda`c hi selhcty arc mcfhicm. Da`c arc asselhatcm

whtg daslu`hihty wgh`c fcda`c arc asselhatcm whtg fcdhihihty. ]gc vaùc, nc`hcfs aim atthtumcs

tgcy ge`m arc cithrc`y mhffcrcit. Ht lai nc la``cm as ocimcr sc`f-slgcda (]crbcsci, Vhiihlednc

aim Frccdai, >::?). ]gcrcferc, tgcrc arc orcat himhvhmua` mhffcrcilcs hi cxpàhihio tgchr way te

sgep.

Ocimcr hs a shoihfhlait falter hi cxpàhihio tgc sgepphio ncgavheur ef ocicrathei y. \gepphio hs ap`casurc althvhty fer netg da`c aim fcda`c, nut fcda`c fhim ht cashcr tgai dci te entahi

cibeydcit fred sgepphio (Ladpnc``, 188?). A`se, fcda`c arc selha`hzcm hite nchio acstgcthla``y

skh``cm ocimcr aim gcilc fhim ht cashcr tgai da`cs te apprahsc aim asscss acstgcthla``y shoihfhlait

premults (Ladpnc``, 188?).


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HE

Nutt`c (188>) h`ùstratcm tgat dci sgep nut whtg `css frcqucily tgai wedci me. ]gcy leu`m nc

mcslrhncm as spclha`hst-sgeppcrs. Dercevcr, dest da`c pcrlchvcm tgat sgepphio hs a fcda`cs

althvhty. Gewcvcr, ht hs iet surprhscm te scc fcda`cs nuyhio lars er aumhe premults aim da`cs

nuyhio skhilarc iewamays (Nakcwc`` aim Dhtlgc``, >::::.? ]gc ê`c ef Zalkaoc hi Leisudcr Ncgavheur

Daiy rcscarlgcrs gavc cxadhicm tgc cffclt ef darkcthio gas ei leisudcrs cvaùathei, nraim

lgehlcs aim nraim atthtumc. ]ghs stumy arca lai nc rcoarmcm as leisudcr ncgavheur. ]gc purlgasc

lai nc a èio aim mctah`cm prelcss aim hilhmcita` as hdpu`sc purlgascs. ]gc stumy ef leisudcr

ncgavheur iet ei`y prevhmcs a fradcwerk fer hmcithfy leisudcr iccms aim taroct darkcts, nut ht

a`se cian`cs tgc aithlhpathei ef leisudcr rcspeisc te darkcthio althei.

>.?.1 Leisudcr Mclhshei-Dakhio Zrelcss

]gc demc` ef leisudcr mclhshei-dakhio lai nc uscm te cxadhic tgc bumodcit ef leisudcr

wgci lgeesc nctwcci premult a`tcriathvcs (Kwai, >::6). Nàlkwc``, Dhiharm aim Cioc` (>::6)

mcfhics LMZ as a demc` lapturcs tgc althvhthcs tgat ellur wgci mclhsheis arc damc aim sgews

gew mhffcrcit hitcria` aim cxtcria` ferlcs hitcralt te affclt gew leisudcr tghiks, cvaùatc aim

alt. \edc eroaihzatheis usc tgc LMZ demc` te hmcithty rcàtheisghps nctwcci varhan`cs tgat affclt

leisudcr mclhshei-dakhio. Ht hs csscitha` te cxadhic tgc prelcss ei alleuit ef tgc scvcra`

scparatc mclhsheis tgat le``clthvc`y ledprhsc nuy er iet nuy mclhshei. Zalkaoc hs latcoerhzcm as

cxtcria` falters tgat gavc hdpalt ei leisudcr mclhshei-dakhio prelcss. Sshio tgc demc` ef

leisudcr mclhshei prelcss, palkaohio cioaocs hi a`` prelcss ef leisudcrs hi tgchr mclhshei-

dakhio (Ogesga`, >:1:).

Fhourcs >.> Leisudcr mclhshei dakhio prelcss Nàlkwc``, Dhiharm aim Cioc` (>::6)

M\]ACSL\SV]_$2W2]$

2$J]\L0W2]$NS0\VX

0CWS\$0W2RSSR0C[0W2]$

M[\VX0NSPSV2N2]$

M]NWM[\VX0NS

SR0C[0W2]$


33/76

HZ

>.?.> Zurlgasc Mclhshei

Hitcithei fer purlgashio hs tgc hiicr ferlc tgat mrhvcs aim cicrohzcs leisudcrs altua` purlgasc

(\eèdei & âne`t, >::8). Zurlgasc mclhshei hs mcfhicm as a leisudcrs dakhio lgehlc aneut

wghlg premult aim scrvhlc te nuy. ]gc tgcery ef rcaseicm althei suoocstcm tgat purlgasc

ncgavheur leu`m nc cxpàhicm nascm ei twe lrhtcrha2 atthtumc aim pcrlcpthei ef selha` prcssurcs te

pcrferd er iet pcrferd tgc ncgavheur (Dammci \lge`mcr aim Abzci, 188>). Nascm ei tgc tgcery,

Nc``cau ct a`. (>::?) prepescm faveuran`c atthtumc gam tgc peshthvc hdpalt ei hifùcilc purlgasc

hitcithei. A ghogcr purlgasc hitcithei hdp`hcs a ghogcr prenanh`hty te nuy (\eèdei & âne`t,

>::8). Cxtcria` varhan`cs day a`se gavc shoihfhlait hifùcilc ei purlgasc hitcithei sulg as

mcdeorapghls, fasghei hive`vcdcit, prhlc/qua`hty pcrlcpthei aim pcrseia`hty trahts (Nc``cau,

>::6).

Dercevcr, allermhio te Ogesga` (>:1:), teulghio lai cvekc mhffcrcit rcaltheis hi leisudcrs

wgci tgcy hitcralt whtg a palkaoc. Cioaocm hi teulg lai areusc leisudcrs" hitcrcst fer tgc

premults aim lrcatc peshthvc atthtumcs tewarms tgc premults, wghlg hi turi day trhoocr tgchr

purlgasc mclhshei (Zclk & _hoohis, >::6). ]ghs pewcrfu` scisery teulg gas ncci hoiercm hi tgc

prher rcscarlgcs rcàtcm te palkaohio. ]ghs aroucs fer cxadhihio tgc re`c ef palkaohio hi

parthluàr.

_gci leisudcrs arc falcm whtg a du`thtumc ef lgehlcs, cspclha``y hi ai uifadh`har premult

latcoery, tgc palkaohio hs a seurlc ef hiferdathei (Vaigur`cy, >::?). ^cscarlg gas sgewi tgat

at `cast ?:% ef nraim lgehlcs arc damc hi sterc aim sedc 67% ef purlgascs arc iet pàiicm hi

amvailc (\tag`ncro & Dahà, >:1:). ^cscarlg sgewcm tgat ghogcr fasghei hive`vcdcit aim

peshthvc cdetheis lrcatcm a peshthvc cffclt ei hdpu`shvc fasghei-erhcitcm nuyhio ncgavheur

(Zark, Khd aim Fericy, >::6).

>.?.< Zremult Cvaùathei

A leisudcr bumodcit aim cvaùathei ef a premult er nraim hs a rcsu`t ef a gest ef varhan`cs. Hi a

premult cvaùathei shtuathei, leisudcrs day rc`y ei lcrtahi lucs tgat lai nc cilemcm aim

uth`hzcm te latcoerhcs aim cvaùatc tgc premult. Zalkaoc mcshoi hs eic ef tgc cxtrhishl lucs

(Simcrweem >::::>; Simcrweem aim Ezaiic 1887; Esèi aim

Baleny, 18?>) aim takcs ei a gchogtcicm hdpertailc fer daiy leisudcr ieimuran`cs wgci

leisudcrs dakc mclhshei at tgc pehit ef purlgasc. Zalkaoc eftci entahis tgc fhrst shogt aim fhrst


34/76

HQ

trutg ef lustedcrs .Hi tgc lasc ef feem htcds, sgeppcrs eftci rc`y ei a palkaoc te mcvcèp ai

fhrst hdprcsshei ef tgc htcds hi hts prcparcm statc er iei-fhia` ferds (Simcrweem, 1886). Hi tgc

etgcr gaim, sedc falters tgat far ncyeim tgc pgyshla` lgaraltcrhsthls ef tgc premult day a`se

hifùcilc leisudcrs pcrlcptheis. ]gc pcrlcpthei day raioc fred ledduihlathio tgc

pcrlcpthei ef tgc premults qua`hty, hts cffhlaly, hts cffhlhcily, hts ocimcr rcàtheisghp, er aiy

iudncr ef lgaraltcrhsthls aneut tgc premult hishmc tgc palkaoc. Leisudcrs uth`hzc ei cxtrhishl

attrhnutcs lucs ei tgc palkaoc wgci tgcy arc uifadh`har whtg tgc premult latcoery (Simcrweem,

1886), sulg as prhlc, leuitry ef erhohis. ]ghs tgcery hs kiewi as luc uth`hzathei tgcery.

Ogesga` (>::8) feuim tgat derc appca`hio palkaohio peshthvc`y hdpalts premult vaùathei.

Atthtumc tewarm tgc premult hs supcrher wgci prcscitcm hi appca`hio palkaohio. Cdetheis

cvekcm ny appca`hio palkaohio arc streiocr aim derc peshthvc tgai tgesc cvekcm ny ermhiarypalkaohio. _gh`c ht day nc pesshn`c te cxtralt derc leisudcr surpùs vha cxpesurc te appca`hio

palkaohio ncferc purlgasc, supcrher palkaohio day a`se pày a shoihfhlait re`c hi cigailhio tgc

pest-purlgasc premult usaoc cxpcrhcilc ny cvekhio peshthvc bumodcits aim cdetheis, wghlg

hdpalt premult sathsfalthei aim èya`ty dcasurcs.

>.?.= Atthtumc aim tgc ^càtheisghp ef Ncgavheur

Ncgavheur hs streio`y affcltcm ny tgc leisudcrs atthtumcs tewarms a nraim er premult. Atthtumcs

arc a `caricm erhcitathei er a prcmhspeshthei te a ohvci shtuathei, pcrsei, enbclt er hmca rcsu`thio

hi a tcimcily te rcspeim faveuran`y er uifaveuran`y (Cascy, >::8). @htcraturcs gam ncci

h`ùstratcm atthtumc as a dcmhater ef affclthio leisudcr pcrlcpthei er ncgavher tewarms a lcrtahi

enbclt (Gedcr, 188:; N`clg, 1876; Nc`lg ct a`, 187.::8) aim Abzci & Fhsnchi (187:) aroucm tgat tgc demc`


35/76

B^

evcrshdp`hfhcs dattcrs tgat atthtumcs cdcroc er ncledc daihfcst aftcr purlgasc. _gci

leishmcrhio tgc pehit tgat atthtumc day cdcroc er lgaioc aftcr purlgasc, ht sgeu`m nc ietcm tgat

pest-purlgasc whtg fasghei premults lai `cams te atthtumc lgaioc, netg peshthvc aim icoathvc

(Cascy, >::8).

Fhourc >.< Atthtumc ledpeicits aim nuyhio ncgavheur (Cascy, >::8)

Ncshmc, Ogesga`, Neatwrhogt aim Laoai` (>::8) prepescm a demc` h`ùstratcm tgc palkaohio

hifùcilc ei premult vaùathei aim atthtumc. Allermhio te fhourc >.


36/76

E

LGAZ]C^ Quaithtathvc cscarlg

Hi tghs rcscarlg, quaithtathvc rcscarlg was cdp`eycm. Furtgcr, gypetgcscs tcsthio aim stathsthla`

aia`yshs wcrc uth`hzcm. Ncshmcs, qucstheiiahrc was ameptcm as ai cffclthvc tee` fer tgc le``clthei

ef prhdary quaithtathvc mata. Mctah`s ef tgc qucstheiiahrc mcshoi aim sctthio weu`m nc mhslusscm

hi tgc fe``ewhio parts.


39/76

BK

) ]e uimcrstaim tgc atthtumc tewarms palkaohio ny Ocicrathei Xs.


40/76

B@


41/76

LGAZ]C^ - =

MA]A AIA@X\H\


42/76

BD

LGAZ]C^ =

MA]A AIA@X\H\

=.1 Mata Aia`yshs aim ^csu`ts

=.1.1 Mcslrhpthvc suddary ef Mcdeorapghl prefh`c2 Zcrseia` prefh`c

Hi tgc 11< rcspeimcits (I4118 wcrc fcda`c. Evcr a ga`f

ef rcspeimcits wcrc aocm nctwcci >< aim >6 (3>.1> ycars e`m. Aim rcst (>.63%) aocm >? te :::: (18.=?%). Ht hs fe``ewcm ny 11.3:% ef rcspeimcits caricm ^s.>:::1 te ^s.< >=366

?,1$ 78 283;8

!"#$% 00; 044344

9-$

0=507 4 4344

0> =0 8=30;

>;5>6 =< =>3>0

>25;4 ; >36=

9JAN$ ;4 4 4344!"#$% 00; 044344

?A'+L1) M'(A:$

C$1AF 04444 62 =4444 >> 044405;=444 0; 003=4

9JAN$ ;=444 00


43/76

BI

BIY

E@Y

Fhourc =.1 - \gewhio Ocimcr ef ^cspeimcits

_&'(&+ J&.):&

_&'(&+ L):&

@DY

DBY

KY

Fhourc =.> - \gewhio Aoc ef tgc rcspeimcits

HQ5BB

BK5BI

BE5K^

DQYHQY

HBY

H^Y

Fhourc =.< - \gewhio deitg`y hiledc ef tgc rcspeimcits

L%'1


44/76

BE

=.1.> \taimarm mcvhathei aim dcai ledparhsei ef hdpertailc ef tgc re`cs ef palkaohio

]gc fe`èwhio qucstheis wgcrc askcm te aia`ysc tgc hdpertailc ef re`cs ef palkaohio hi rcspclt

te Ocicrathei X. ]ghs sclthei prcscits tgc hdpertailc ef tgc re`c ef palkaoc hi leisudcrs

pcrlcpthei. \cvci aiswcrs wcrc prc-mctcrdhicm fer sc`clthei aim mhvhmcm hite twe latcoerhcs2

icw re`c aim tramhtheia` re`c. ]an`c ncèw sgewcm tgc dcai slerc aim staimarm mcvhathei ef

qucstheis 1 te ?. ]gc rcsu`t sgews tgat tgc falter Nraim ^cprcscitathei gas rclchvcm tgc

ghogcst dcai slerc (Dcai4=.:6, \taimarm Mcvhathei41.1:). Ht hs fe`èw ny tgc Zretclter

(dcai4=.::, \taimarm Mcvhathei41.:=) aim Casy \teraoc (dcai4


45/76

BZ

]an`c =.> \gewhio Dcai aim staimarm mcvhathei ef re`cs ef palkaohio

Icw ^e`cs Dcai\taimarmMcvhathei ]ramhtheia` e`cs Dcai

\taimarmMcvhathei

Nraim ^cprcscitathei =.:6 1.1: Zretclter =.:: 1.:=

Vhsua``y Attralthvc


46/76

BQ

=.1.= \taimarm mcvhathei aim dcais ef ocicrathei Xs atthtumc tewarms palkaocm premults

]gc dcai slerc ef atthtumc tewarm a palkaocm nraim/premult arc sgewcm hi nc`ew tan`c. Calg ef

statcdcit slercs anevc


47/76

K^

]an`c =.= \gewhio \M & Dcais ef ocicrathei ys atthtumc tewarms palkaocm premults

?$,'

K+,'/,#/

@$NM,+MA'

HL$ J#,'/DI#A/&(+ L,N$ $'A&-L I#$E+M-$ ;38< 0348

HL$ J#,'/DI#A/&(+ ME +#&E+FA#+L) ;32< 0346

HLME ME , LM-L5$'/ J#,'/DI#A/&(+ ;3;7 0344

HA+,1 ;3== 034=

]an`c2 Dcais ef ocicrathei ys atthtumc tewarms palkaocm premult

K8@Q

K8EQ

K8KZ

K8H K8B K8K K8@ K8D K8I K8E K8Z K8Q

W%+1


48/76

KH

=.1.3 \taimarm mcvhathei aim dcais ef ocicrathei Xs premult bumodcit ef palkaohio as a

darkcthio tee`

]gc staimarm mcvhathei aim dcai slerc ef premult bumodcit ef palkaohio as a darkcthio tee` ef

rcspeimcits arc sgewcm hi ncèw tan`c. ]gc darkcthio pewcr ef a premult palkaoc rcf`clts hts

vaùc gas ghogcst dcai vaùc (dcai4). Ht hs fe`èw ny prenanh`hty

ef rcpurlgashio tgc premult (dcai4&+ %7 1


49/76

KB

]an`c =.3 \gewhio dcais ef ocicrathei ys premult bumodcit ef palkaohio as a

darkcthio tee`

Dcai\taimarm

Mcvhathei

Zalkaoc whtg darkcthio pewcr hs derc nc`hcvan`c hi tcrds ef qua`hty. &+ %7 1


50/76

KK

=.1.6 Dcais aim staimarm mcvhathei ef ocicrathei Xs atthtumc tewarms acstgcthla``y

appca`hio palkaoc ei premults

]gc dcai aim staimarm mcvhathei slerc ef premult bumodcit ef palkaohio as a darkcthio tee` ef

rcspeimcits arc sgewcm hi nc`ew tan`c. ]gc Acstgcthla``y appca`hio palkaoc lai hilrcasc dy

hitcrcst te pesscss tgc nraim/premult gas ghogcst dcai (dcai4&+ %7 1


51/76

K@

]an`c =.6 \gewhio Dcais ef ocicrathei ys atthtumc tewarms acstgcthla``y appca`hio

palkaoc ei premults

?$,'

K+,'/,#/

@$NM,+MA'

Acstgcthla``y appca`hio palkaoc gc`ps dc te mctcrdhic tgc qua`hty ef tgc

premult.>376 0347

Ht hs ocicra``y wertg ht te pay derc fer acstgcthla``y appca`hio palkaoc. >32< 034>

H nc`hcvc tgc premult/nraim lai dcct dy cxpcltathei. ;3>2 034=

H prcfcr nuyhio fasghei nraims/premults wghlg hs attralthvc hi appcarailc,cvci whtg shdh`ar leitcits

;34; 0306

Acstgcthla``y appca`hio palkaoc lai hilrcasc dy hitcrcst te pesscss tgc

nraim/premult.;3;0 034 ]gc Atthtumc tewarms Zalkaohio

Dcai ef atthtumc was la`lu`atcm aim ht was feuim eut tgc dcai slerc ef tgc tgrcc statcdcits hs


56/76

LGAZ]C^ - 6

LEIL@S\HEI


57/76

KZ

LGAZ]C^ 6

LEIL@S\HEI

6.1 Leilùshei

]gc evcra`` purpesc ef tghs stumy was te hivcsthoatc aim `cari derc aneut tgc vaùc-ammcm

fuiltheis tgat hifùcilc tgc purlgashio ncgavheur aim ht cffclt ef ocicrathei X. Histcam ef

stumyhio tgc fuimadcita` kiew`cmoc ef palkaoc, tgc stumy dahi`y feluscs te oahi ai hi-mcptg

èek ef hts vaùc-ammcm fuilthei. Cffclt aim hssuc ef palkaohio gas whmc`y ncci stumhcm hi tgc

past fcw ycars. _c a`se stumhcs hts re`c aim uihquc predethei cffclt hi temays darkctpàlc tgat

gc`ps hi daihfcsts hi tgc medahi ef leisudcr purlgasc ncgavheur. ]gc rcàtheisghp ef hts vaùc-

ammcm fuiltheis whtg rcspclt ef ocicrathei X gas ncci sullcssfu``y prevcm hi tghs rcscarlg. ]gc

rcsu`ts gavc hdpertait hdp`hlathei fer nraim palkaohio stratcoy. ]ghs stumy hs uimcrtakci te

prevhmc a ocicra` vhcws ef palkaoc premult aim hts hifùcilc hs ocicrathei Xs leisudcr

ncgavheur.

]gc ocicra`hzathei ef tgc rcsu`ts ef tghs stumy sgeu`m nc hitcrprctcm whtg lauthei hi `hogt ef

spclhfhl fuiltheis ef palkaohio. ]gc fhimhios day vary hi mhffcrcit taroct oreups hi mhffcrcit

himustry as tgc stumy feluscs ei`y ei ocicrathei X. ]gc rcscarlg was `hdhtcm te tgc aia`yshs ef

11< rcspeimcits, wghlg was muc te tgc thdc aim rcseurlcs `hdhtathei. Dest ef tgc mata was

le``cltcm chtgcr fred tgc uihvcrshty aim etgcr selha` dcmha ushio Oeeo`c mrhvc. ]gcrc ferc dest

ef tgc rcspeimcit arc pursuhio tgchr Zest Oramuathei wghlg sgews rcspeimcits arc wc`` cmulatcm.

Daberhty ef tgc rcspeimcits wgcrc aocm nctwcci 18->6. ]gc rcsu`t day iet nc rcprcscitathvc aim

tgcrc dhogt nc mcvhatheis whtg rcspclt te ocicra` pepuàthei hi tcrds ef oceorapghl prefh`cs.

Aietgcr `hdhtathei hs tgat dest ef tgc mata wcrc le``cltcm ei`hic. Ny ushio tghs sc`f-

amdhihstrathio dctgem, rcspeimcits wcrc a`èwcm te ledp`ctc tgc qucstheiiahrc at gedc er aiy

pàlcs, tgc aiswcrs day iet nc alluratc cieuog nclausc sedc ef tgcd day ledp`ctc tgc

qucstheiiahrc whtg mhstralthei.


58/76

KQ

6.> Futurc \lepc

]gc dahi ahd ef tghs rcscarlg hs te hmcithfy tgc hdpalt ef palkaohio ei leisudcr ncgavheur. ]gc

felus ef tghs rcscarlg hs ei`y ei ocicrathei X. ]gc cithrc fhimhios arc wc`` suppertcm whtg

hifùcilc ef vaùc-ammcm fuiltheis. ]ghs stumy effcrs scvcra` leitrhnutheis aim hdp`hlatheis fer

futurc pralthlc.

]gc rcscarlg hmcithfhcm tgat netg tgc tramhtheia` as wc`` as tgc icw re`c ef palkaohio hs cqua``y

fer ocicrathei X. ]gc `htcraturc rcvhcw mhslusscs tgc lgaiohio re`cs aim hts rc`cvailc hi mhffcrcit

himustrhcs, sulg as feem aim fasghei himustrhcs. ]gc hdpalt upei leisudcr ncgavheur hi

mclhshei-dakhio tgreuog palkaohio gas ncci cvaùatcm tgreuog varheus rcscarlgcs rclcit`y.

]gcsc rcscarlgcs arc a oeem seurlc ef hiferdathei fer a`` stumhcs hi feem himustry, nut etgcr

daber himustrhcs gavc ncci hoiercm. ]ghs stumy sprcams `hogt upei tgc pcrlcpthei ef ocicrathei X

whtg rcspclt te palkaohio.

Dercevcr, tgc shoihfhlait hdpalt ef atthtumc ei ocicrathei ys mclhshei-dakhio was ammcm te tgc

cxhsthio fradcwerk. Derc tgai bust nchio a nashs fer a ledprcgcishvc uimcrstaimhio ef

palkaohio, tghs rcscarlg alts as ai eppertuihty fer futurc stumy fer darkctcrs.

]gc lurrcit slciarhe ef rctah` darkcthio hs `hkc tgc survhva` ef tgc fhttcst. ^ctah`crs gavc rca`hzcm

tgat palkaohio hs tgc u`thdatc tee` te nc cdpèycm te garvcst tgc daxhdud petcitha` fred tgc

lustedcrs.


59/76

^CFC^CILC


60/76

@^

^CFC^CILC\

A`hlc @euw & Dhlgc``c Khdncr (>::?). ]gc pewcr ef palkaohio, ^ctrhcvcm Mclcdncr 1, >:1:pewcr%>:ef%>:palkaohi

o.pmf. Er gttp2//www.slrhnm.led/mel/=?16871:/]gc-pewcr-ef-palkaohio

Nakcwc`` Latgy & Vhilcit-_ayic Dhtlgc`` (>::::=). Amvcrthshio aim predethei2 ai hitcoratcm

darkcthio ledduihlatheis pcrspclthvc 6tg cm. Nestei2 DlOraw-Gh``/Hrwhi.

Nc``cau, Neiihc M., \uddcrs, ]crcsa A., Xhiobhae Wu. (>::6). Zrcmhlthio purlgasc hitcithei ef a

leitrevcrsha` ùxury apparc` premult. Beuria` ef Fasghei Darkcthio aim Daiaocdcit, Ve`. 1:

(=), =:3 =18.

Ncr`yic, M. C. (18?=). \tumhcs hi tgc Icw Cxpcrhdcita` Acstgcthls. Icw Xerk2 Begi _h`cy aim

\eis.

Nhx, @aura., Iera ^hfei., Guog @elkgart.(>::::6). Leisudcr ncgavher. 1:tg cm.

Dasei, Eghe.2 ]gedsei/\eutg- _cstcri.

Nèlg, Zctcr G. (1883). \cckhio tgc hmca` ferd2 Zremult mcshoi aim leisudcr

rcspeisce`cdhss.cmu. ]gc Beuria` ef Darkcthio, Ve` 38, 16->8.

Nreamnrhmoc, mc`hia D., Oh``hai A. Daxwc``, & \usai D. Eomci.(>::?). Cxpcrhcilcs,

pcrlcptheis aim cxpcltatheis ef rctah` cdpèydcit fer Ocicrathei X, Larccr Mcvcèpdcit

Hitcriatheia`, Ve`. 1> (6), 3>). \gepphio Dethvcs Leistrultheihst Zcrspclthvc. \crvhlc Himustrhcs

Beuria`, Ve`. 1> (


61/76

@H

L`cdcit, B. (>::?). Vhsua` hifùcilc ei ht-sterc nuyhio mclhshei2 ai cyc tralk cxpcrhdcit ei tgc

vhsua` hifùcilc ef palkaoc mcshoi. Mcidark2 Lepcigaoci Nushicss \lgee`.

Lex .M., aim Aitgeiy M. Lex. (>::>). Ncyeim fhrst hdprcssheis2 ]gc cffclts ef rcpcatcm

cxpesurc ei leisudcr `hkhio ef vhsua``y ledp`cx aim shdp`c premult mcshois Beuria` ef tgc

Alamcdy ef Darkcthio \lhcilc, Ve` < (>), 118-1::3). ]gc mhffcrcit re`cs ef premult appcarailc hi

leisudcr lgehlc. Beuria` ef Zremult Hiievathei Daiaocdcit, Ve`. >>( 1), 6:1:). Ieileislheus falters hifùcilhio atthtumc/ncgavher/bumodcit ef premults

aim scqucilcs. (Zg.M., Laricohc Dc`èi Sihvcrshty). , 83.

Orhffhi, ^. L., & \algarew, \. (18?>). Zrhilhp`cs ef palkaoc mcvcèpdcit. _cstpert, Leii.2 AVH

Zun. Le.

Gaycs, ]crry Aii. (>::8). ]gc petcitha` fer dhs`camhio vhsua` ledduihlathei ei feem

palkaohio2 Ai Aia`yshs ef Iutrhtheia` Dcssaocs aim Feem Zalkaoc Mcshoi. @AZ @adncrt

Alamcdhl Zun`hsghio AO & Le KO.

Ghrslgdai, C`hzanctg L. (18766:.

Ge`nreek, Derrhs N., &êncrt, Rhr`hi N. (1873). Arthsthl Lrcathei, Artwerks, aim Acstgcthl

Apprclhathei2 \edc Zghèsepghla` Leitrhnutheis te Ieiprefht Darkcthio. Amvailcs hi Ieiprefht

Darkcthio, Ve`. 1, 1-3=.

Kcvhi @aic Kc``cr. (1881). Luc Ledpathnh`hty aim Fradhio hi Amvcrthshio. Beuria` ef Darkcthio

^cscarlg Ve`. >7 (1), =>-3?.

@aucr, Mavhm A. (18?8). Mcshoi Nashls. Ft. _ertg 2 Ge`t, ^hicgart, aim _histei.


62/76

@B

DalLa`ùd, K. M. (>::=). Asscsshio tgc hifùcilc ef leèur ei leisudcr rcspeisc te lesdcthl

mhspàys. Sihvcrshty ef Ouc`pg. Mcpt. ef Leisudcr \tumhcs.

Darhaiic êsicr K`hdlguk., & \aimra A. Krasevcl. (>::6). Zalkaohio mcshoi 2 sullcssfu`

premult nraimhio fred leilcpt te sgc`f., Genekci, I.B.2 B. _h`cy & \eis.

Dcycrs, G. D., & Ocrstdai, ^. (>::3). ]gc vhsheiary palkaoc 2Sshio palkaohio te nuh`m

cffclthvc nraims. Icw Xerk2 Zaòravc Daldh`ài.

Dcycrs, G. D., @un`hicr, D. B., & Adcrhlai Darkcthio Asselhathei. (1887). ]gc darkctcr's

ouhmc te sullcssfu` palkaoc mcshoi. @hileìweem Lghlaoe, H``.2 I]L Nushicss Neeks.

De``y Clkdai, & Baict _aoic.r (1883). Acstgcthls aspclts ef tgc leisudpthei ef fasghei

mcshoi2 tgc ledlcptua` aim cdphrhla` lga``cioc. Amvailcs hi Leisudcr ^cscarlg, Ve` >>, 6=6-

6=8.

IA\ ^clruhtdcit. (>::6). Ocicrathei X2 tgc dh``ciha`s2 rcamy er iet, gcrc tgcy led. ^ctrhcvcm

Mclcdncr 1=, >:1< fred tgc _er`m _hmc _cn

www.iasrclruhtdcit.led/]a`cit]hps/IA\hishogts/OcicratheiX.pmf

Ih`ssei, Begai., & strd, ]enhas. (>::3). Zalkaohio as a nraim ledduihlathei vcghl`c. @u`ca

Sihvcrshty ef ]clgieèoy

Eòa Adpucre, Iata`ha Vhà. (>::6). Leisudcr pcrlcptheis ef premult palkaohio. Beuria` ef

Leisudcr Darkcthio, Ve`. >< (>), 1:: 11>

E`sei, B. L. & Baleny, B. (1873). Zcrlchvcm qua`hty 2Gew leisudcrs vhcw stercs aim

dcrlgaimhsc. @cxhiotei, Dass.2 @cxhiotei Neeks.

Ertg S`rhlg ^., @hdei, Xeila., & @yii ^. Kag`c. (>::8). Zalkaoc Mcshoi as a Ledduihlatheis

Vcghl`c hi Lress-Lu`tura` Vaùcs \gepphio. Beuria` ef Hitcriatheia` Darkcthio, ve` 1?(1), ::6). Ht Bust Fcc`s Oeem2 Lustedcrs' Affclthvc ^cspeisc te

]eulg aim Hts Hifùcilc ei Zcrsuashei. Beuria` ef Darkcthio, Veùdc2 ?: (=), 36-68.

Zh`mhtlg, B. (18?m cm.). @eimei2

Nushicss Neeks.


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@K

Zrcimcroast, O., @hu Z.X., Zeei., & ].X Mcrck. (>::8). A Geio Keio stumy ef amvcrthshio

lrcmhnh`hty. Beuria` ef Leisudcr Darkcthio, Ve`. >6(3), : 8.

Quc`lg, BA, Kciiy, M (188=), Cxtcim prefhts, iet premult `hics. Garvarm Nushicss ^cvhcw, 13). Hifùcilcs hi nraim iadc aim palkaohio ei pcrlchvcm qua`hty. Hi

A.Dhtlgc`` (cm.) Amvailcs hi Leisudcr ^cscarlg, Ve`. 8. Aii Arner, DH2 Asselhathei fer

Leisudcr ^cscarlg, =?> =??.

ûtg ^ctthc., & Lare` Nrcwcr. (>:::). ]gc vcrna` aim vhsua` ledpeicits ef palkaoc mcshoi",

Beuria` ef Zremult & Nraim Daiaocdcit. Ve`. 8 (1), 36 ?:

\gcrhff, A., & Iaocsg Z. (>::?). ]gc Amvcrthshio Lga``cioc2 Simcrstaimhio tgc Du`thfalctcm

Xeutg. ]gc Hlfah Sihvcrshty Zrcss.

\hrh ]crbcsci., \usai, Vhiihlednc., & Lgcry` Frccdai. (>::?). Attralthio Ocicrathei X

oramuatcs2 Eroaihsatheia` attrhnutcs, `hkc`hgeem te app`y aim scx mhffcrcilcs. Larccr

Mcvcèpdcit Hitcriatheia`, Ve`. 1> (6), 3:= 3>>.

\tcwart, N. (1886). Zalkaohio as ai cffclthvc darkcthio tee`. @eimei2 Keoai.

\u``hvai, M. Z. (>::=). A prefh`c ef ocicrathei X ei`hic sgeppcrs aim hts app`hlathei te

darkcthio, Lapc`à Sihvcrshty.

Simcrweem, ^. @. (1886). ]gc cffclt ef palkaoc phlturcs ei lgehlc2 Ai cxadhiathei ef tgc

demcrathio cffclts ef nraim typc, premult ncicfhts, aim himhvhmua` prelcsshio sty`c. Vhrohiha

Ze`ytclgihl Histhtutc aim \tatc Sihvcrshty. , >81.

VaiGur`cy, V. (>::?). ]gc hifùcilc ef palkaohio leèr ei leisudcr purlgasc hitcit2 ]gc

hifùcilc ef leèr at tgc pehit ef purlgasc. Dhlghoai \tatc Sihvcrshty.

Vcryzcr, ^._. (188>=->>8.

Vcryzcr, ^._. (1883). ]gc pàlc ef premult mcshoi aim acstgcthls hi leisudcr rcscarlg. hi

Karmcs, F.^. aim \ubai, D. (Cms), Amvailcs hi Leisudcr ^cscarlg, Asselhathei fer Leisudcr

^cscarlg, 6=1-6=3.


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@@

Vcryzcr, ^._., & Gutlghisei, B._. (1887). ]gc hif`ucilc ef uihty aim pretetyphla`hty ei

acstgcthl rcspeiscs te icw premult mcshois. Beuria` ef Leisudcr ^cscarlg, Ve`. >= (=),


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AZZCIMHW


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@D

QSC\]HEIIAH^C

\hr / Damad

H ad êghtg ]gadph lurrcit`y pursuhio DNA fred Adhty Nushicss \lgee`, Iehma. As a part ef

lurrhluùd, H ad mehio a mhsscrtathei ei Hdpalt ef palkaohio ei ocicrathei Xs leisudcr

ncgavheur. Khim`y leepcratc aim rcspeim shilcrc`y te calg qucsthei. A`` tgc hiferdathei wh`` nc

kcpt leifhmcitha` aim wh`` nc uscm ei`y fer alamcdhl purpesc.

Zart H Atthtumc tewarms palkaohio ef premult/nraim

Z`casc slerc tgc fe`èwhio falters tgat yeu tghik tgc palkaoc ef premults sgeu`m fuilthei5 (1

tgc `cast hdpertait; 3 tgc dest hdpertait)

1 Leitahicr 1 > < = 3

> Zretclter 1 > < = 3

< Casy fer steraoc 1 > < = 3

= Zredethei 1 > < = 3

3 Ameridcit 1 > < = 3

6 Vhsua``y attralthvc 1 > < = 3

? Nraim rcprcscitathei 1 > < = 3

Zart HH - Atthtumc tewarms a premult/nraim whtg palkaohio

Z`casc rcam tgc statcdcits larcfu``y, aim tgci himhlatc tgc cxtcit ef yeur aorccdcit er

mhsaorccdcit whtg tgc fe`èwhio statcdcits ny lhrl`hio tgc appreprhatc iudncr. (14streio`y

mhsaorcc, 34 streio`y aorcc)

Zalkaohio hs a tee` tgat leiiclts fred, strulturc, datcrha`, leèur, hdaocry, typeorapgy aim

ailh`àry mcshoi c`cdcits whtg Fasghei premult hiferdathei aim nraim iadc. Fer cxadp`c, yeu

day tghik aneut tgc nraim ]hffaiy & le. wgci yeu saw tgc nùc bcwc`ry nex whtg wghtc rhnnei.


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@I

7 ]gc nraim /premult gavc cieuog prcsthoc 1 > < = 3

8 ]gc nraim /premult hs trustwertgy. 1 > < = 3

1: ]ghs hs a ghog-cim fasghei nraim/premult. 1 > < = 3

Zart HHH- Zremult bumodcit ef palkaohio as a darkcthio tee`

Z`casc rcam tgc statcdcit larcfu``y, aim tgci himhlatc tgc cxtcit yeu aorcc er mhsaorcc whtg tgc

fe`èwhio statcdcits ny lhrl`hio tgc iudncr 1 te 3.

Darkcthio pewcr* Zalkaohio as a darkcthio tee` wghlg gas ai appca` te tgc sgeppcrs hdpu`sc.

Zalkaohio hs a tee` tgat leiiclts fred, strulturc, datcrha`, leèur, hdaocry, typeorapgy aim

ailh`àry mcshoi c`cdcits whtg Fasghei premult hiferdathei aim nraim iadc. Fer cxadp`c, yeu

day tghik aneut tgc nraim ]hffaiy & le. wgci yeu saw tgc nùc bcwc``cry nex whtg wghtc rhnnei.

Zart HV- Acstgcthla``y appca`hio palkaoc ei premults

Z`casc rcam tgc statcdcit larcfu``y, aim tgci himhlatc tgc cxtcit yeu aorcc er mhsaorcc whtg tgc

fe`èwhio statcdcits ny lhrl`hio tgc iudncr1 te 3. (14\treio`y mhsaorcc, 34\treio`y aorcc)

Acstgcthla``y appca`hio hi a palkaoc hs vhsua``y attralthvc aim lai prevhmc yeu a p`casait fcc`hio.

11Zalkaoc whtg darkcthio pewcr hs derc nc`hcvan`c hi

tcrds ef qua`hty.

1 > < = 3

1>Darkcthio pewcr ef a premult palkaoc rcf`clts hts

vaùc.1 > < = 3

1 < = 3

1=H swhtlg nraim/premult muc te tgc darkcthio pewcr ef

tgc palkaohio.1 > < = 3


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@E

13Acstgcthla``y appca`hio palkaoc gc`ps dc te mctcrdhic

tgc qua`hty ef tgc premult.1 > < = 3

16 Ht hs ocicra``y wertg ht te pay derc fer acstgcthla``y

appca`hio palkaoc.1 > < = 3

1? H nc`hcvc tgc premult/nraim lai dcct dy cxpcltathei. 1 > < = 3

17H prcfcr nuyhio fasghei nraims/premults wghlg hs attralthvc

hi appcarailc, cvci whtg shdh`ar leitcits1 > < = 3

18Acstgcthla``y appca`hio palkaoc lai hilrcasc dy hitcrcst

te pesscss tgc nraim/premult.1 > < = 3

Zart V Mcdeorapghl

>: Ocimcr Da`c Fcda`c

>1 Aoc 16-18 18->> >6 >?- Cmulathei UUUUUUUUUUUUUUUUUUUUUUUUU (Z`casc \pclhfy)

>< Deitg`y Hiledc Nc`ew 1:::: 1:::1 - >:::: >:::1


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@Z

_CCK@X ZÊO^C\\ ^CZE^]

\`.

Ie_cck ]arocts

Alghcvcdcits

(_erk Meic)

Leddcits /

Enscrvathei ny

falu`ty Ouhmc

_Z^

\/M

Falu`ty

Ouhmcs

\hoiaturc

1

>< \cpt

>:17 \cpt

>:1

:1:1:1:1:1 Mcl

>:1:1:1:1:1=

Zhèt \tumy

Leimultcm a Zhèt

stumy te

uimcrstaim tgc

va`hmhty ef tgc

qucstheiiahrc

Zhèt stumy wasleimultcm

1=

1< Bai

>:1=

17 Bai

>:1=

Mata Le``clthei

Le``cltcm tgc

prhdary mata nyoctthio

qucstheiiahrc

fh``cm fred

stumcits, frhcims

ctl.

Mata le``cltcmledp`ctc amvhlc

te stumy varheus

tee`s tgat sgeu`m nc

app`hcm

13

>: Bai

>:1=

>= Bai

>:1=

^cvhcw ef

prhdary mata

le``cltcm

Aia`yscm fcw

rcperts aim

stumhcm aim wgcrc

te app`y varheus

tee`s

Asshstcm te dakc

mclhshei aim

suoocstcm ways te

pcrferd tgc

aia`yshs


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DK

16

>? Bai

>:1=

:1 Fcn

>:1=

Mata Aia`yshs

Mhslusscm tgc

varheus tee`s tgat

sgeu`m nc app`hcmaim `caricm aneut

hitcrprcthio tgc

mclhmc rcsu`ts

\uoocstcm te usc

Dhlreseft Cxlc` fertgc mata aia`yshs

purpesc

1?

:< Fcn

>:1=

:? Fcn

>:1=

Mata aia`yshs

rcvhcw

Ferdcm tan`c aim

lgarts eut ef matale``cltcm ushio

Dhlreseft Cxlc`.

Sscm dcai aim

staimarm

mcvhathei.

^cvhcw tgc cithrc

mata aia`yshs aim

amvhscm te hitcrprct

a`` rcsu`ts

17

1: Fcn

>:1=

13 Fcn

>:1=

^cvhcw ef mata

aia`yshs

Aia`yscm a`` tgc

rcsu`ts aim

rcvhcwcm tgcd te

wrhtc tgchr

hitcrprctathei.

Lgclkcm tgc

hitcrprctathei aim

apprevcm a`` tgc

aia`yshs pcrferdcm


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D@

18

1? Fcn

>:1=

>> Fcn

>:1=

Fhimhio ef tgc\tumy

Sscm tgc

hitcrprctathei ef

a`` tgc rcsu`ts tehmcithfy a`` tgc

fhimhios fred tgc

stumy

Fhimhios fred tgc

stumy hs appreprhatcaim allermhio te

tgc enbclthvc

>:

>= Fcn

>:1=

:1 Dar

>:1=

Leilùshei aim

futurc slepc ef

tgc stumy

Nascm ei varheus

fhimhios mrawi

eut leilùshei

was damc

A`` tgc leilùshei

arc nascm ei tgc

fhimhios aim arc

appreprhatc

>1

:< Dar

>:1=

:7 Dar

>:1=

Fhia` rcpert

ledp`cthei fer

Zrc

sundhsshei vhva

Ledph`cm a`` tgc

lgaptcrs teoctgcr

te prcparc tgc

tcitathvc rcpert

Amvhscm te arraioc

a`` tgc lgaptcrs hi

tgc ohvci Adhty

ferdat


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>>

1: Dar

>:1=

13 Dar

>:1=

Ledp`cthei ef

tgc rcpert fer

prc sundhsshei vhva

Ledp`ctcm tgc

rcpert aim

mcshoicm tgc tastc

ef leitcits, `hst ef

tan`cs & fhourcs

Apprevcm tgc

rcpert fer prc

sundhsshei vhva

>:1=

>> Dar

>:1=

\undhsshei ef

tgc rcpert fer

prc

sundhsshei vhva

\undhttcm rcpert

te prc

sundhsshei vhva

feuim lgaiocs

suoocstcm ny vhva

nearm

Amvhscm te

hilerperatc a`` tgc

lgaiocs suoocstcm

ny vhva nearm

>=

>= Dar

>:1=

>8 Dar

>:1=

Lgaiocs hi

rcpert fer tgc

vhva nearm

Dakc tgc lgaiocs

te tgc rcpert aim

sundhttcm fhia`

lepy fer

p`aoharhsd lgclk

Z`aoharhsd hs `css

tgai 13%.

Apprevcm tgc

rcpert aim allcptcm

tgc fhia` rcpert

>3

:1= -

:3 Apr

>:1=

Fhia`

Ledp`cthei

Oet tgc garm

neuim rcpert te nc

sundhttcm fer fhia`

vhva

Allcptcm a lepy ef

tgc garm neuim

rcpert.

Impact of Packaging on Generation Y's Consumer Behaviour

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