Search results for: Muslim consumer purchase behaviour

Authors: Muhammad Sajjad-ur-Rehman

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Pakistan was meant to be a progressive modern Muslim nation state since its inception in 1947. Its birth was a big hope for the Muslims of Sub-continent to transform their societies on Islamic lines—the promise which made them unite and vote for Pakistan during independence movement. This was the vision put forwarded by Allama Iqbal and Muhammad Ali Jinnah—the two founding fathers of Pakistan. Dwelling on interpretive/ analytical approach, this paper analyzes the thoughts and reflections of Iqbal and Jinnah to understand the issues of collective identity formation in Pakistan. It argues that there may be traced two distinct identity models in the thoughts and reflections of these two leading figures of Pakistan movement: First may be called as ‘faith-based identity model’ while the other may be named as ‘interests-based identity model’. These can also be entitled as ‘Islam-as-faith model’ and ‘Islam-as-ideology model’. Former seeks the diffusion of power by cultural/ faith based means and thus society remains independent in determining its change. While the later goes on to open and expand the power realm by maximizing the role of state in determining the social change. With the help of these models, it can better be explained that what made Pakistani society fail in the collective political identity construction, hindering thus the political potential of the society to be utilized for initiating state formation and societal growth. As a result, today, we see a state that is often rebelled and resisted on the name of ethnicity, religion and sectarianism on one hand and by the ordinary folk when and wherever possible.

Keywords: idealogy, Iqbal, Jinnah, identity

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Authors: Alpesh Desai, Indrajit Mukhopadhyay

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Standalone Photovoltaic (PV) systems are designed and sized to supply certain AC and/or DC electrical loads. In computers, consumer electronics and many small appliances as well as LED lighting the actual power consumed is DC. The DC system, which requires only voltage control, has many advantages such as feasible connection of the distributed energy sources and reduction of the conversion losses for DC-based loads. Also by using the DC power directly the cost of the size of the Inverter and Solar panel reduced hence the overall cost of the system reduced. This paper explores the technical and economic feasibility of supplying electrical power to homes/houses using DC voltage mains within the house. Theoretical calculated results are presented to demonstrate the advantage of DC system over AC system with PV on sustainable rural/isolated development.

Keywords: distribution system, energy efficiency, off-grid, stand-alone PV system, sustainability, techno-socio-economic

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Authors: Raana Babadi Fathipour

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Researchers are now focusing on sustainable advancements in active packaging systems to meet the growing consumer demand for high-quality food with Eco-friendly packaging. One significant advancement in this area is the inclusion of antimicrobial agents in bio-polymer-based edible films, which effectively inhibit or kill pathogenic/spoilage microbes that can contaminate food. This technology also helps reduce undesirable flavors caused by active compounds directly incorporated into the food. To further enhance the efficiency of antimicrobial bio-based packaging systems, Nano technological concepts such as bio-nano composites and Nano encapsulation systems have been applied. This review examines the current state and applications of antimicrobial biodegradable films in the food packaging industry, while also highlighting ongoing research on the use of nanotechnology to develop innovative bio-based packaging systems.

Keywords: active packaging, antimicrobial edible films, bioactive agents, biopolymers, bio-nanocomposites

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Authors: Tom D. Gedeon, Ujala Rampaul

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The evaluation of electronic consumer goods are most often done from the perspective of analysing the latest models, comparing their advantages and disadvantages with respect to price. This style of evaluation is often performed by one or a few product experts on a wide range of features that may not be applicable to each user. We instead used a scenario-based approach to evaluate a number of e-readers. The setting is similar to a user who is interested in a new product or technology and has allocated a limited budget. We evaluate the quality and usability of e-readers available within that budget range. This is based on the assumption of a rational market which prices older second hand devices the same as functionally equivalent new devices. We describe our evaluation and comparison of four branded eReaders, as the initial stage of a larger project. The scenario has a range of tasks approximating a busy person who does not bother to read the manual. We found that navigation within books to be the most significant differentiator between the eReaders in our scenario based evaluation process.

Keywords: eReader, scenario based, price comparison, Kindle, Kobo, Nook, Sony, technology adoption

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Authors: M. Hadji, A. Haddad, Y. Hadji

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The effects of boronizing treatment on the friction coefficient and wear behavior of Ti2AlC were investigated. In order to modify the surface properties of Ti2AlC, boronizing treatment was carried out through powder pack cementation in the 1150-1350 °C temperature range. After boronizing treatment, one mixture layer, composed of TiB2 and SiC, forms on the surface of Ti2AlC. The growth of the coating is processed by inward diffusion of Boron and obeys a linear rule. The Boronizing treatment increases the hardness of Ti2AlC from 6 GPa to 13GPa. In the pin-on-disc test, it was found that the material undergoes a steady-state coefficient of friction of around 0.8 and 0.45 in case of Ti2AlC/Al2O3 tribocouple under 7N load for the non treated and the boronized samples, respectively. The wear resistance of Ti2AlC under Al2O3 ball sliding has been significantly improved, which indicated that the boronizing treatment is a promising surface modification way of Ti2AlC.

Keywords: MAX phase, wear, hardness, boronizing

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Authors: Yingxiao Ye, Christopher Doehring, Angelos Georghiou, Hugh Robinson, Phebe Vayanos

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Human development is a threat to biodiversity, and conservation organizations (COs) are purchasing land to protect areas for biodiversity preservation. However, COs have limited budgets and thus face hard prioritization decisions that are confounded by uncertainty in future human land use. This research proposes a data-driven sequential planning model to help COs choose land parcels that minimize the uncertain human impact on biodiversity. The proposed model is robust to uncertain development, and the sequential decision-making process is adaptive, allowing land purchase decisions to adapt to human land use as it unfolds. The cellular automata model is leveraged to simulate land use development based on climate data, land characteristics, and development threat index from NASA Socioeconomic Data and Applications Center. This simulation is used to model uncertainty in the problem. This research leverages state-of-the-art techniques in the robust optimization literature to propose a computationally tractable reformulation of the model, which can be solved routinely by off-the-shelf solvers like Gurobi or CPLEX. Numerical results based on real data from the Jaguar in Central and South America show that the proposed method reduces conservation loss by 19.46% on average compared to standard approaches such as MARXAN used in practice for biodiversity conservation. Our method may better help guide the decision process in land acquisition and thereby allow conservation organizations to maximize the impact of limited resources.

Keywords: data-driven robust optimization, biodiversity conservation, uncertainty simulation, adaptive sequential planning

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Authors: Amit Sarkar, Jayanta K. Mahato, Tushar Bhattacharya, Amrita Kundu, P. C. Chakraborti

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With increasing the demand for safety and fuel efficiency of automobiles, automotive manufacturers are looking for light weight, high strength steel with excellent formability and corrosion resistance. Dual-phase steel is finding applications in automotive sectors, because of its high strength, good formability, and high corrosion resistance. During service automotive components suffer from environmental attack and thereby gradual degradation of the components occurs reducing the service life of the components. The objective of the present investigation is to assess the effect of deformation on corrosion behaviour of DP590 grade dual phase steel which is used in automotive industries. The material was received from TATA Steel Jamshedpur, India in the form of 1 mm thick sheet. Tensile properties of the steel at strain rate of 10-3 sec-1: 0.2 % Yield Stress is 382 MPa, Ultimate Tensile Strength is 629 MPa, Uniform Strain is 16.30% and Ductility is 29%. Rectangular strips of 100x10x1 mm were machined keeping the long axis of the strips parallel to rolling direction of the sheet. These strips were longitudinally deformed at a strain rate at 10-3 sec-1 to a different percentage of strain, e.g. 2.5, 5, 7.5,10 and 12.5%, and then slowly unloaded. Small specimens were extracted from the mid region of the unclamped portion of these deformed strips. These small specimens were metallographic polished, and corrosion behaviour has been studied by potentiodynamic polarization, electrochemical impedance spectra, and cyclic polarization and potentiostatic tests. Present results show that among three different environments, the 3.5 pct NaCl solution is most aggressive in case of DP 590 dual-phase steel. It is observed that with the increase in the amount of deformation, corrosion rate increases. With deformation, the stored energy increases and leads to enhanced corrosion rate. Cyclic polarization results revealed highly deformed specimen are more prone to pitting corrosion as compared to the condition when amount of deformation is less. It is also observed that stability of the passive layer decreases with the amount of deformation. With the increase of deformation, current density increases in a passive zone and passive zone is also decreased. From Electrochemical impedance spectroscopy study it is found that with increasing amount of deformation polarization resistance (Rp) decreases. EBSD results showed that average geometrically necessary dislocation density increases with increasing strain which in term increased galvanic corrosion as dislocation areas act as the less noble metal.

Keywords: dual phase 590 steel, prestrain, potentiodynamic polarization, cyclic polarization, electrochemical impedance spectra

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Authors: Sania Maghsodloo, Sirus Mohammadi

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Electric Vehicle (EV) technology is expected to take a major share in the light-vehicle market in the coming decades. Transportation electrification has become an important issue in recent decades and the large scale deployment of EVs has yet to be achieved. The smart coordination of EV demand addresses an improvement in the flexibility of power systems and reduces the costs of power system investment. The uncertainty in EV drivers’ behaviour is one of the main problems to solve to obtain an optimal integration of EVs into power systems Charging of EVs will put an extra burden on the distribution grid and in some cases adjustments will need to be made. The stochastic process of the driving pattern is done to make the outcome of the project more realistic. Based on the stochastic data, the optimization of charging plans is made.

Keywords: electric vehicles (PEVs), smart grid, Monticello, distribution system

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Authors: Fairouz Tazerouti, Samira Ihadadene

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Pyrethroids are synthetic pesticides that originated from the modification of natural pyrethrins to improve their biological activity and stability. They are a family of chiral pesticides with a large number of stereoisomers. Enantiomers of synthetic pyretroids present different insecticidal activity, toxicity against aquatic invertebrates and persistence in the environment so the development of rapid and sensitive chiral methods for the determination of different enantiomers is necessary. In this study, the separation of enantiomers of pyrethroid insecticides has been systematically studied using three commercially chiral high-performance liquid chromatography columns. Useful resolution was obtained for compounds with a variety of acid and alcohol moieties, and containing one to four chiral centres. The chromatographic behaviour of the diastereomers of some of these insecticides by using normal, polar and reversed mobile phase mode were also examined.

Keywords: pesticides, analysis, liquid chromatography, pyrethroids

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Authors: S. M. Mabandla, P. Loveday, C. Gomes, D. T. Maiga, T. T. Phadi

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Lead zirconate titanate (PZT) piezoelectric ceramics are widely used in ultrasonic applications due to their ability to effectively convert electrical energy into mechanical vibrations and vice versa. This paper presents a study on the behaviour of various combinations of pairs of PZT piezoelectric ceramic materials positioned adjacent to each other with an intermediate gap submerged in water, where one piezoelectric ceramic material is excited by a cyclic electric field with constant frequency and amplitude displacement. The transmitted ultrasonic sound propagates through the medium and is received by the PZT ceramic at the other end, the ultrasonic sound signal amplitude displacement experiences attenuation during propagation due to acoustic impedance. The investigation focuses on understanding the causes of extremely high amplitude displacement attenuation that have been observed in various combinations of piezoelectric ceramic pairs that are submerged in water arranged in a manner stipulated earlier. by examining various combinations of pairs of these piezoelectric ceramics, their physical, electrical, and acoustic properties, and behaviour and attributing them to the observed significant signal attenuation. The experimental setup involves exciting one piezoelectric ceramic material at one end with a burst square cyclic electric field signal of constant frequency, which generates a burst of ultrasonic sound that propagates through the water medium to the adjacent piezoelectric ceramic at the other end. Mechanical vibrations of a PZT piezoelectric ceramic are measured using a double-beam laser Doppler vibrometer to mimic the incident ultrasonic waves generated and received ultrasonic waves on the other end due to mechanical vibrations of a PZT. The measured ultrasonic sound wave signals are continuously compared to the applied cyclic electric field at both ends. The impedance matching networks are continuously tuned at both ends to eliminate electromechanical impedance mismatch to improve ultrasonic transmission and reception. The study delves into various physical, electrical, and acoustic properties of the PZT piezoelectric ceramics, such as the electromechanical coupling factor, acoustic coupling, and elasticity, among others. These properties are analyzed to identify potential factors contributing to the unusually high acoustic impedance in the water medium between the ceramics. Additionally, impedance-matching networks are investigated at both ends to offset the high signal attenuation and improve overall system performance. The findings will be reported in this paper.

Keywords: acoustic impedance, impedance mismatch, piezoelectric ceramics, ultrasonic sound

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Authors: Nor Asrina Binti Ramlee

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Voltage sag, voltage swell, high-frequency noise and voltage transients are kinds of disturbances in power quality. They are also known as power quality events. Equipment used in the industry nowadays has become more sensitive to these events with the increasing complexity of equipment. This leads to the importance of distributing clean power quality to the consumer. To provide better service, the best analysis on power quality is very vital. Thus, this paper presents the events detection focusing on voltage sag and swell. The method is developed by applying time domain signal analysis using wavelet transform approach in MATLAB. Four types of mother wavelet namely Haar, Dmey, Daubechies, and Symlet are used to detect the events. This project analyzed real interrupted signal obtained from 22 kV transmission line in Skudai, Johor Bahru, Malaysia. The signals will be decomposed through the wavelet mothers. The best mother is the one that is capable to detect the time location of the event accurately.

Keywords: power quality, voltage sag, voltage swell, wavelet transform

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Authors: Geta Bekalu Belayneh, Solmoi Park

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This study examines the role of slag in the process of hydration and carbonation of carbonation-cured slag cement. Carbonation-cured slag-blended cement paste samples were prepared with varying slag percentages of 0%, 10%, 30%, and 50%. The curing process lasted for a maximum of 28 days. The findings demonstrated that the carbonation depth increased as the curing period was extended, and a larger slag percentage promoted a more extensive penetration of carbonation. The degree of belite reaction was greatly enhanced in the slag-blended cement, resulting in an increased ability to bind CO₂ in the blended cement. These findings enhance comprehension of the behaviour of blended cement produced through carbonation-curing, facilitating the advancement of more environmentally friendly and long-lasting concrete constructions.

Keywords: carbonation curing, blast furnace slag, characterization, Portland cement

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Authors: Akshata Patel, Reenu Singh

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This paper focuses on current and upcoming fashion trends and global impact on the fashion industry due to the COVID-19 pandemic. The pandemic has had a major impact on the fashion industry worldwide. At the same time, the fashion market also faces challenges in consumer demand. As the supply chain and distribution channels are interconnected, this outbreak has a global impact due to travel restrictions and raw materials shortages. Given that this particular period represents an unprecedented market situation with almost no prior research on how the industry will recover from such a crisis and mold back to its original form, this research aims to propose new possibilities by evaluating the framework of specific segments. Based on the analysis and extensive literature review, the study develops a conceptual model that will illustrate the various connections among the different segments of the fashion industry. The findings provide actionable considerations for fashion industry pupils when implementing appropriate strategies to prevent unfavourable outcomes during times of crisis, such as the COVID-19 outbreak.

Keywords: COVID-19, fashion industry, global impact, new possibilities, pandemic

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Authors: Jun Ming Moey, Zhiyaun Chen, David Nicholson

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Bad actors are often hard to detect in data that imprints their behaviour patterns because they are comparatively rare events embedded in non-bad actor data. An unsupervised machine learning framework is applied here to detect bad actors in financial crime datasets that record millions of transactions undertaken by hundreds of actors (<0.01% bad). Specifically, the framework combines ‘shallow’ (PCA, Isolation Forest) and ‘deep’ (Autoencoder) methods to detect outlier patterns. Detection performance analysis for both the individual methods and their combination is reported.

Keywords: detection, machine learning, deep learning, unsupervised, outlier analysis, data science, fraud, financial crime

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Authors: R. Naveen, E. Vanitha, S. Gayathri

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The use of Sandwich composite materials in aerospace and civil infrastructure application has been increasing especially due to their enormously low weight that leads to a reduction in the total weight and fuel consumption, high flexural and transverse shear stiffness, and corrosion resistance. The essential properties of sandwich materials vary according to the application area of the structure. The objectives of this study are to identify the mechanical behaviour and failure mechanisms of sandwich structures made of bamboo, V- board and metal (Aluminium as face sheet and Foam as Core material). The three-point bending test and UTM (Universal testing machine) experimental tests are done for three specimens for each type of sandwich composites. From the experiment results of three sandwich composites, bamboo shows high Young’s modulus of elasticity and low density.

Keywords: bamboo sandwich composite, metal sandwich composite, sandwich composite, v-board sandwich composite

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Authors: Rishabh Shukla, Achin Agrawal, Anupam Saxena, S. Mandal

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The existence of a crack, affects the mechanical behaviour and various properties of a structure to a great degree. This paper focuses on recognizing the parameters that gets changed due to the formation of cracks and have a great impact on the performance of the structure. Spalling is a major concern as it leaves the reinforcement bars more susceptible to environmental attacks. Beams of cross section 300 mm × 500 mm are designed and for a calculated area of steel, two different arrangements of reinforced bars are analysed. Results are prepared for different stages of cracking for each arrangement of rebars. The parameters for both arrangements are then compared. The Finite Element Analysis (FEA) is carried out and changes in the properties like flexural strength, Elasticity and modal frequency are reported. The conclusions have been drawn by comparing the results.

Keywords: cracks, elasticity, spalling, FEA

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Authors: Anupama Purohit

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The paper is a study on the inevitable cross-linguistic effect found in the early multilingual learners. The cross-linguistic behaviour like code-mixing, code-switching, foreign accent, literal translation, redundancy and syntactic manipulation effected due to other languages on the English language output of a non-native pre-school child are discussed here. A case study method is adopted in this paper to support the claim of the title. A simultaneously tetra lingual pre-school child’s (within 1;3 to 4;0) language behaviour is analysed here. The sample output data of the child is gathered from the diary entries maintained by her family, regular observations and video recordings done since her birth. She is getting the input of her mother tongue, Sambalpuri, from her grandparents only; Hindi, the local language from her play-school and the neighbourhood; English only from her mother and occasional visit of other family friends; Odia only during the reading of the Odia story book. The child is exposed to code-mixing of all the languages throughout her childhood. But code-mixing, literal translation, redundancy and duplication were absent in her initial stage of multilingual acquisition. As the child was more proficient in English in comparison to her other first languages and had never heard code-mixing in English language; it was expected from her input pattern of English (one parent, English language) that she would maintain purity in her use of English while talking to the English language interlocutor. But with gradual increase in the language proficiency in each of the languages of the child, her handling of the multiple codes becomes deft cross-linguistically. It can be deduced from the case study that after attaining certain milestone proficiency in each language, the child’s linguistic faculty can operate at a metalinguistic level. The functional use of each morpheme, their arrangement in words and in the sentences, the supra segmental features, lexical-semantic mapping, culture specific use of a language and the pragmatic skills converge to give a typical childlike multilingual output in an intelligible manner to the multilingual people (with the same set of languages in combination). The result is appealing because for expressing the same ideas which the child used to speak (may be with grammatically wrong expressions) in one language, gradually, she starts showing cross-linguistic effect in her expressions. So the paper pleads for the separatist view from the very beginning of the holophrastic phase (as the child expresses in addressee-specific language); but development of a metalinguistic ability that helps the child in communicating in a sophisticated way according to the linguistic status of the addressee is unique to the multilingual child. This metalinguistic ability is independent of the mode if input of a multilingual child.

Keywords: code-mixing, cross-linguistic effect, early multilingualism, literal translation

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Authors: Ujjal Chattaraj, M. Raviteja, Chaitanya Aemala

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Over the years vehicular traffic has been given priority over pedestrian traffic. With the increase of population in cities, pedestrian traffic is increasing day by day. Pedestrian safety has become a matter of concern for the Traffic Engineers. Pedestrian comfort is primary important for the Engineers who design different pedestrian facilities. Pedestrian comfort and safety can be measured in terms of different level of service (LOS) of the facilities. In this study video data on pedestrian movement have been collected from different railway foot over bridges (FOB) in India. The level of service of those facilities has been analyzed. A cellular automata based model has been formulated to mimic the route choice behaviour of the pedestrians on the foot over bridges.

Keywords: cellular automata model, foot over bridge, level of service, pedestrian

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Authors: Balwinder Singh, Veerpaul Kaur Mann

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The COVID-19 had a dramatic impact on several countries across the world. National governments have imposed widespread restrictions to prevent the growth of this pandemic. The new health competitive scenario induced by the COVID-19 crisis raised many issues on how business activities should be reorganized due to the difficulties of physical interactions with distributors, suppliers and customers. The pandemic has particularly affected the whole marketing processes because of the relevant issues emerged in managing physical sale channels and interactions with one another, both in the Business-to-Consumer and in the Business-to-Business markets. Recent research about the appropriate actions and strategies that could help firms overcome the crisis has highlighted the key role of digital technologies that may ensure connections and, thus, help business activities to run smoothly. This could be true, especially with the emergence of strong limitations on physical interactions during the COVID-19 pandemic. In such a scenario, the online channel becomes the most important conducive for online customers to get in contact with the firm and carry out online purchasing activities.

Keywords: COVID-19, business, digital marketing, online customers

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Authors: Iva Dvornik, Sandro Božić, Žana Božić Brkić

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System-dynamic simulating modelling is one of the most appropriate and successful scientific methods of the complex, non-linear, natural, technical and organizational systems. In the recent practice its methodology proved to be efficient in solving the problems of control, behavior, sensitivity and flexibility of the system dynamics behavior having a high degree of complexity, all these by computing simulation i.e. “under laboratory conditions” what means without any danger for observed realities. This essay deals with the research of the gas turbine dynamic process as well as the operating pump units and transformation of gas energy into hydraulic energy has been simulated. In addition, system mathematical model has been also researched (gas turbine- centrifugal pumps – pipeline pressure system – storage vessel).

Keywords: system dynamics, modelling, centrifugal pump, turbine, gases, continuous and discrete simulation, heuristic optimisation

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Authors: Usman Mahmood, Khawaja M. U. Suleman

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A peer-to-peer storage system has challenges like; peer availability, data protection, churn rate. To address these challenges different redundancy, replacement and repair schemes are used. This paper presents a hybrid scheme of redundancy using replication and erasure coding. We calculate and compare the storage, access, and maintenance costs of our proposed scheme with existing redundancy schemes. For realistic behaviour of peers a trace of live peer-to-peer system is used. The effect of different replication, and repair schemes are also shown. The proposed hybrid scheme performs better than existing double coding hybrid scheme in all metrics and have an improved maintenance cost than hierarchical codes.

Keywords: erasure coding, P2P, redundancy, replication

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Authors: A. Sathiya Susuman, N. Wilson

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Background: The sexual behaviour of youths is believed to play an important role in the spread of sexually transmitted infections (STIs). Method: The data from the Malawi Demographic and Health Survey 2010 and a sample of 16,217 youth’s age 15 to 24 years (with each household 27.2% female and 72.8% male) was the basis for analysis. Bivariate and logistic regression analysis was performed. Results: The result shows married youth were not interested in condom use (94.2%, p<0.05). Those who were living together were 69 times (OR=1.69, 95% CI, 1.26–2.26) more likely to be involved in early sexual activity compared to those who were not living together. Conclusion: This scientific paper will help other researchers, policy makers, and planners to create strategies to encourage these youths to make use of contraception.

Keywords: sexually transmitted infections (STIs), reproductive tract infections (RTIs), condom use, sexual partners, early sexual debut, youths

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Authors: Kavish Kejriwal, Richa Grover

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Consumer awareness and pending legislation have pushed environmental issues into the spotlight, making it imperative for organizations to have a plan of action for “going green.” This is the reason why Green Supply Chain Management has become the integral part of many organization with a goal to reduce cost, increase efficiency and be environmental friendly. Implementation of GSCM involves many factors which act as barriers, making it a tedious task. These barriers have different relationship among themselves creating different impact on implementation Green Supply Chain Management. This work focuses on determining those barriers which have essentially to be removed in the initial stages of GSCM adoption. In this work, the author has taken the case of a petroleum industry in order to come up with a solution. A DEMATEL approach is used to reach the solution.

Keywords: barriers, environment, green supply chain management, impact, interpretive structural modeling

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Authors: Azaze-Azizi Abdul Adis, Hyung Jun Kim, Mohamad Rizwan Abdul Majid, Zaiton Osman, Izyanti Awang Razli

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The increase of online advertising, specifically advergame has become a popular method of strengthening consumer brand recognition by inserting attractive characters and enhancing entertainment value. There have been several remarkable studies on spokes-characters in advertising effectiveness. However, few studies have examined the link between character presence and consumers' brand recall and attitude in advergame. Moreover, how the entertainment value of an advergame influences brand recall and brand attitude and the mediating role of brand recall in influencing character presence and entertainment on brand attitude are still lacking in the advergaming literature. An online survey was conducted with 366 Malaysian gamers. Using structural equation modeling, the results showed that character presence had no influence but entertainment value had a positive influence on brand recall and brand attitude. This study confirmed the role of brand recall as a mediator of the effect of between entertainment and brand attitude in advergame.

Keywords: character presence, entertainment, brand recall, brand attitude, advergame

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Authors: Tomas Makaras

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Sticklebacks (Gasterosteiformes) are increasingly used in ecological and evolutionary research and become well-established role as model species for biologists. However, ecotoxicology studies concerning behavioural effects in sticklebacks regarding stress responses, mainly induced by chemical mixtures, have hardly been addressed. Moreover, although many authors in their studies emphasised the similarity between three-spined and nine-spined stickleback in morphological, neuroanatomical and behavioural adaptations to environmental changes, several comparative studies have revealed considerable differences between these species in and their susceptibility and resistance to variousstressors in laboratory experiments. The hypothesis of this study was that three-spined and nine-spined stickleback species will demonstrate apparent differences in response patterns and sensitivity to metal-based chemicals stimuli. For this purpose, we investigated the swimming behaviour (including mortality rate based on 96-h LC50 values) of two ecologically similar three-spined (Gasterosteusaculeatus) and nine-spined sticklebacks (Pungitiuspungitius) to short-term (up to 24 h) metal mixture (MIX) exposure. We evaluated the relevance and efficacy of behavioural responses of test species in the early toxicity assessment of chemical mixtures. Fish exposed to six (Zn, Pb, Cd, Cu, Ni and Cr) metals in the mixture were either singled out by the Water Framework Directive as priority or as relevant substances in surface water, which was prepared according to the environmental quality standards (EQSs) of these metals set for inland waters in the European Union (EU) (Directive 2013/39/EU). Based on acute toxicity results, G. aculeatus found to be slightly (1.4-fold) more tolerant of MIX impact than those of P. pungitius specimens. The performed behavioural analysis showed the main effect on the interaction between time, species and treatment variables. Although both species exposed to MIX revealed a decreasing tendency in swimming activity, these species’ responsiveness to MIX was somewhat different. Substantial changes in the activity of G. aculeatus were established after 3-h exposure to MIX solutions, which was 1.43-fold lower, while in the case of P. pungitius, 1.96-fold higher than established 96-h LC50 values for each species. This study demonstrated species-specific differences in response sensitivity to metal-based water pollution, indicating behavioural insensitivity of P. pungitiuscompared to G. aculeatus. While many studies highlight the usefulness and suitability of nine-spined sticklebacks for evolutionary and ecological research, attested by their increasing popularity in these fields, great caution must be exercised when using them as model species in ecotoxicological research to probe metal contamination. Meanwhile, G. aculeatus showed to be a promising bioindicator species in the environmental ecotoxicology field.

Keywords: acute toxicity, comparative behaviour, metal mixture, swimming activity

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Authors: Zied Guidara, Alexander Morgenstern, Aref Younes Maalej

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In this paper, a desiccant solar unit for air conditioning and desalination is presented first. Secondly, a dynamic modelling study of the desiccant wheel is developed. After that, a simulation study and an experimental investigation of the behaviour of desiccant wheel are developed. The experimental investigation is done in the chamber of commerce in Freiburg-Germany. Indeed, the variations of calculated and measured temperatures and specific humidity of dehumidified and rejected air are presented where a good agreement is found when comparing the model predictions with experimental data under the considered range of operating conditions. Finally, the study of the compartments of desalination and water condensation shows that the unit can produce an acceptable quantity of water at the same time of the air conditioning operation.

Keywords: air conditioning, desalination, condensation, design, desiccant wheel

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Authors: Viera Zatkalíková, Lenka Markovičová, Aneta Tor-Swiatek

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The effect of molybdate addition to chloride environment on resistance of AISI 316Ti stainless steel to pitting corrosion was studied. Potentiodynamic polarisation tests were performed in 1 M and 0.1 M chloride acidified solutions with various additions of sodium molybdate at room temperature. The presented results compare the effect of molybdate anions on quality of passive film (expressed by the pitting potential) in both chloride solutions. The pitting potential increases with the increase inhibitor concentration. The inhibitive effect of molybdate ions is stronger in chloride solution of lower aggressiveness (0.1M).

Keywords: AISI 316Ti steel, molybdate inhibitor, pitting corrosion, pitting potential, potentiodynamic polarisation

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Authors: Aarohi Surya

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The number of mobile banking users continues to climb across the world due to its increasing popularity, and UAE is no exception. This type of banking is part of the core strategy of most of the financial institutions that allows its customers to conduct a range of financial transactions through mobile apps to cash in the high demand from the bankers. This study aims at evaluating service quality of online banking in Dubai, one of the swiftly growing cities of Middle East. The paper mainly compares online banking services of Multinational bank and National Bank with special reference to Citibank and Emirates NBD. A structured questionnaire survey is conducted among various target groups. The research has been focused on mainly 4 significant areas of online banking, i.e. Privacy, Responsiveness, Reliability, and Efficiency of customer data. Information was analyzed statistically on SPSS to investigate the service quality of e-banking.

Keywords: customer satisfaction, service quality, responsiveness, online banking

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Authors: Jiyeon Kim

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This conceptual paper examines the psychological drivers of green consumerism and sustainable consumption by integrating the Value-Belief-Norm (VBN) Theory and the Theory of Reasoned Action (TRA). With growing environmental concerns, green consumerism promotes eco-friendly choices such as purchasing sustainable products and supporting environmentally responsible companies. However, there remains a need for research that effectively guides strategies to encourage sustainable behaviors. This paper evaluates VBN Theory’s role in driving pro-environmental behaviors. By incorporating TRA, the paper proposes an enhanced model that improves understanding of the factors driving sustained pro-environmental actions. Focusing on values, beliefs, and norms, this integrated model provides a deeper understanding of the cognitive and motivational factors that influence sustainable consumption. The findings offer valuable theoretical and practical insights for developing strategies to support long-term responsible consumer behavior.

Keywords: green consumerism, sustainable behavior, TRA, VBN

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Authors: Suhrita Saha

Abstract:

Barbie is a fashion doll manufactured by the American toy company Mattel Inc and it made debut at the American International Toy Fair in New York in 9 March 1959. From being a fashion doll to a symbol of fetishistic commodification, Barbie has come a long way. A Barbie doll is sold every three seconds across the world, which makes the billion dollar brand the world’s most popular doll for the girls. The 11.5 inch moulded plastic doll has a height of 5 feet 9 inches at 1/6 scale. Her vital statistics have been estimated at 36 inches (chest), 18 inches (waist) and 33 inches (hips). Her weight is permanently set at 110 pounds which would be 35 pounds underweight. Ruth Handler, the creator of Barbie wanted a doll that represented adulthood and allowed children to imagine themselves as teenagers or adults. While Barbie might have been intended to be independent, imaginative and innovative, the physical uniqueness does not confine the doll to the status of a play thing. It is a cultural icon but with far reaching critical implications. The doll is a commodity bearing more social value than practical use value. The way Barbie is produced represents industrialization and commodification of the process of symbolic production. And this symbolic production and consumption is a standardized planned one that produce stereotypical ‘pseudo-individuality’ and suppresses cultural alternatives. Children are being subject to and also arise as subjects in this consumer context. A very gendered, physiologically dissected sexually charged symbolism is imposed upon children (both male and female), childhood, their social worlds, identity, and relationship formation. Barbie is also very popular among Indian children. While the doll is essentially an imaginative representation of the West, it is internalized by the Indian sensibilities. Through observation and questionnaire-based interview within a sample population of adolescent children (primarily female, a few male) and parents (primarily mothers) in Kolkata, an Indian metropolis, the paper puts forth findings of sociological relevance. 1. Barbie creates, recreates, and accentuates already existing divides between the binaries like male- female, fat- thin, sexy- nonsexy, beauty- brain and more. 2. The Indian girl child in her associative process with Barbie wants to be like her and commodifies her own self. The male child also readily accepts this standardized commodification. Definition of beauty is thus based on prejudice and stereotype. 3. Not being able to become Barbie creates health issues both psychological and physiological varying from anorexia to obesity as well as personality disorder. 4. From being a plaything Barbie becomes the game maker. Barbie along with many other forms of simulation further creates a consumer culture and market for all kind of fitness related hyper enchantment and subsequent disillusionment. The construct becomes the reality and the real gets lost in the play world. The paper would thus argue that Barbie from being an innocuous doll transports itself into becoming social construct with long term and irreversible adverse impact.

Keywords: barbie, commodification, personality disorder, sterotype

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