Search results for: green marketing

Authors: Mohd Zahari, M. S, Salleh, N. K., Kamaruddin, M. S. Y, Kutut, M. Z.

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Service quality has become a centerpiece for airline companies in vying with one another and keeps their image in the minds of passengers. Many airlines have pushed service quality through service personalization which includes both ground and on board especially from the viewpoint of retaining satisfied passengers and attracting new ones. Besides those, in-flight meals/food service is another important aspect of the airline operation. The in flight meals/food services now are seen as part of marketing strategies in attracting business or leisure travelers. This study reports the outcomes of the investigation on in-flight meals/food attributes toward passengers- level of satisfaction and re-flying intention. Taste, freshness, appearance of in-flight meals/food served and menu choices are important to the airlines passengers especially for the long haul flight. Food not only contributes to the prediction of the airline passengers- levels of satisfaction but besides other factors slightly influence passengers- re- flying intention. Airline companies therefore should not ignore this element but take the opportunity to create more attractive and acceptable in-flight meals/food along with other matter as marketing tools in attracting passengers to re-flying with them.

Keywords: In-flight meal, passengers, satisfaction, re-flying and intention

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Authors: Chutima Klaysung

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This research aims to study the factors that influence the decision to choose the spa service of consumers in Amphawa, Samut Songkhram, Thailand. The research method will use quantitative research; data were collected by questionnaires distributed to spa consumers, both female and male, aged between 20 years and 70 years in the Amphawa, Samut Songkhram area for 400 samples by convenience sampling method. The data were analyzed using descriptive statistics including percentage, mean, standard deviation and inferential statistics, including Pearson correlation for hypothesis testing. The results showed that the demographic variables including age, education, occupation, income and frequency of access to service spa were related to the decision to choose the spa service of consumers in Amphawa, Samut Songkhram. In addition, the researchers found the marketing mixed factors such as products, prices, places, promotion, personnel selling, physical evidence and processes were associated with the decision to choose the spa service of consumers in Amphawa, Samut Songkhram, Thailand.

Keywords: Consumers in Amphawa, Samut Songkhram, Thailand, decision to choose a spa service, marketing mixed factor, spa service.

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Authors: Karishma Kashyap, Subha D. Parida

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Rapid population growth and urbanization is creating pressure throughout the world. This has a dramatic effect on a lot of elements which include water, food, transportation, energy, infrastructure etc. as few of the key services. Built environment sector is growing concurrently to meet the needs of urbanization. Due to such large scale development of buildings, there is a need for them to be monitored and managed efficiently. Along with appropriate management, climate adaptation is highly crucial as well because buildings are one of the major sources of greenhouse gas emission in their operation phase. Buildings to be adaptive need to provide a triple bottom approach to sustainability i.e., being socially, environmentally and economically sustainable. Hence, in order to deliver these sustainability outcomes, there is a growing understanding and thrive towards switching to green buildings or renovating new ones as per green standards wherever possible. Academic institutions in particular have been following this trend globally. This is highly significant as universities usually have high occupancy rates because they manage a large building portfolio. Also, as universities accommodate the future generation of architects, policy makers etc., they have the potential of setting themselves as a best industry practice model for research and innovation for the rest to follow. Hence their climate adaptation, sustainable growth and performance management becomes highly crucial in order to provide the best services to users. With the objective of evaluating appropriate management mechanisms within academic institutions, a feasibility study was carried out in a recent 5-Star Green Star rated university building (housing the School of Construction) in Victoria (south-eastern state of Australia). The key aim was to understand the behavioral and social aspect of the building users, management and the impact of their relationship on overall building sustainability. A survey was used to understand the building occupant’s response and reactions in terms of their work environment and management. A report was generated based on the survey results complemented with utility and performance data which were then used to evaluate the management structure of the university. Followed by the report, interviews were scheduled with the facility and asset managers in order to understand the approach they use to manage the different buildings in their university campuses (old, new, refurbished), respective building and parameters incorporated in maintaining the Green Star performance. The results aimed at closing the communication and feedback loop within the respective institutions and assist the facility managers to deliver appropriate stakeholder engagement. For the wider design community, analysis of the data highlights the applicability and significance of prioritizing key stakeholders, integrating desired engagement policies within an institution’s management structures and frameworks and their effect on building performance

Keywords: Building Optimization, Green Building, Post Occupancy Evaluation, Stakeholder Engagement.

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Authors: Abu Bakar Sedek Abdul Jamak, Rohani Salleh, Subarna Sivapalan, Azrai Abdullah

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This research focuses on micro-enterprise of Malaysian Malays that are involved in very small-scaled business activities. Among them include food stall and burger stall operators, night market hawkers, grocery store operators as well as construction and small service activities works. The study seeks to explore why some micro-entrepreneurs still lag in entrepreneurship and what needs to be rectified. This quantitative study is conducted on 173 Malay micro-enterprise owners (MEOs) and 58 Malay failed microenterprise owners (FMEOs) involved in all range of businesses throughout the state of Perak, Malaysia. The main aims are to identify the gaps between the failed micro-enterprise owners (FMEOs) and existing micro-enterprise owners (MEOs) and the problems faced among FMEOs. The results reveal that the MEOs had strong motivations and better marketing approaches as compared to FMEOs. Furthermore, the FMEOs failed in the business ventures mainly due to lack of management, sales and marketing skills and poor competitive abilities to keep up with rivals.

Keywords: Micro-enterprises, Malays, entrepreneurship, Malaysia

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Authors: Nathan W. Manthey, Francisco Cardona, Gaston M. Francucci, Thiru Aravinthan

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Novel acrylated epoxidized hemp oil (AEHO) based bioresins were successfully synthesised, characterized and applied to biocomposites reinforced with woven jute fibre. Characterisation of the synthesised AEHO consisted of acid number titrations and FTIR spectroscopy to assess the success of the acrylation reaction. Three different matrices were produced (vinylester (VE), 50/50 blend of AEHO/VE and 100% AEHO) and reinforced with jute fibre to form three different types of biocomposite samples. Mechanical properties in the form of flexural and interlaminar shear strength (ILSS) were investigated and compared for the different samples. Results from the mechanical tests showed that AEHO and 50/50 based neat bioresins displayed lower flexural properties compared with the VE samples. However when applied to biocomposites and compared with VE based samples, AEHO biocomposites demonstrated comparable flexural performance and improved ILSS. These results are attributed to improved fibre-matrix interfacial adhesion due to surface-chemical compatibility between the natural fibres and bioresin.

Keywords: Biocomposite, hemp oil based bioresin, green building materials, mechanical properties.

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Authors: Abbas Al-Refaie, Nour Bata

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A distributor of Apple products' experiences numerous difficulties in developing marketing strategies for new and existing mobile product entries that maximize customer satisfaction and the firm's profitability. This research, therefore, integrates market segmentation in platform-based product family design and conjoint analysis to identify iSystem combinations that increase customer satisfaction and business profits. First, the enhanced market segmentation grid is created. Then, the estimated demand model is formulated. Finally, the profit models are constructed then used to determine the ideal product family design that maximizes profit. Conjoint analysis is used to explore customer preferences with their satisfaction levels. A total of 200 surveys are collected about customer preferences. Then, simulation is used to determine the importance values for each attribute. Finally, sensitivity analysis is conducted to determine the product family design that maximizes both objectives. In conclusion, the results of this research shall provide great support to Apple distributors in determining the best marketing strategies that enhance their market share.

Keywords: Market segmentation, conjoint analysis, market strategies, optimization.

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Authors: Saad M. Howladar, Ashraf Sh. Osman, Mostafa M. Rady, Hassan S. Al-Zahrani

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The effects of soil inoculation with phosphorien-containing phosphate-dissolving bacteria (PDB) and/or magnesium (Mg) foliar application at the rates of 0, 0.5 and 1mM on growth, green pod and seed yields, and chemical constituents of Pisum sativum L. grown on a sandy calcareous soil were investigated. Results indicated that PDB and/or Mg significantly increased shoot length, number of branches plant^–1, total leaf area plant^–1 and canopy dry weight plant^–1, leaf contents of pigments, soluble sugars, free proline, nitrogen, phosphorus, potassium, magnesium, and calcium, and Ca/Na ratio, while leaf Na content was reduced. PDB and/or Mg also increased green pod and seed yields. We concluded that PDB and Mg have pronounced positive effects on Pisum sativum L. plants grown on sandy calcareous soil. PDB and Mg, therefore, have the potential to be applied for various crops to overcome the adverse effects of the newly-reclaimed sandy calcareous soils.

Keywords: Bio-P-fertilizer, Mg foliar application, Newly-reclaimed soils, Pisum sativum L.

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Authors: Andy Tirta, Yus Prasetyo, Eung-Ryul. Baek, Chul-Jin. Choi , Hye-Moon. Lee

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Recently, the advanced technologies that offer high precision product, relative easy, economical process and also rapid production are needed to realize the high demand of ultra precision micro part. In our research, micromanufacturing based on soft lithography and nanopowder injection molding was investigated. The silicone metal pattern with ultra thick and high aspect ratio succeeds to fabricate Polydimethylsiloxane (PDMS) micro mold. The process followed by nanopowder injection molding (PIM) by a simple vacuum hot press. The 17-4ph nanopowder with diameter of 100 nm, succeed to be injected and it forms green sample microbearing with thickness, microchannel and aspect ratio is 700μm, 60μm and 12, respectively. Sintering process was done in 1200 C for 2 hours and heating rate 0.83oC/min. Since low powder load (45% PL) was applied to achieve green sample fabrication, ~15% shrinkage happen in the 86% relative density. Several improvements should be done to produce high accuracy and full density sintered part.

Keywords: Micromanufacturing, Nano PIM, PDMS micro mould.

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Authors: Rahma Al Maawali, Hameed Sulaiman

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Air pollution both from point and non-point sources is difficult to control once released in to the atmosphere. There is no engineering method known available to ameliorate the dispersed pollutants. The only suitable approach is the ecological method of constructing green belts in and around the pollution sources. Air pollution in Muscat, Oman is a serious concern due to ever increasing vehicles on roads. Identifying the air pollution tolerance levels of species is important for implementing pollution control strategies in the urban areas of Muscat. Hence, in the present study, Air Pollution Tolerance Index (APTI) for ten avenue tree species was evaluated by analyzing four bio-chemical parameters, plus their Anticipated Performance Index (API) in field conditions. Based on the two indices, Ficus benghalensis was the most suitable one with the highest performance score. Conocarpus erectuse, Phoenix dactylifera, and Pithcellobium dulce were found to be good performers and are recommended for extensive planting. Azadirachta indica which is preferred for its dense canopy is qualified in the moderate category. The rest of the tree species expressed lower API score of less than 51, hence cannot be considered as suitable species for pollution mitigation plantation projects.

Keywords: Air pollution tolerance index, avenue tree species, bio-chemical parameters, Muscat.

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Authors: Nives Mikelic Preradovic, Damir Boras, Tomislava Lauc

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The paper presents the service learning project titled DicDucFac (idea-leadership-product), that was planned and conducted by the team of information sciences students. It was planned as a workshop dealing with the application of modern social media (Facebook, YouTube, Gmail) for the purposes of selfpromotion, free advertising via social networks and marketing own ideas and/or products in the virtual world. The workshop was organized for highly-skilled computer literate unemployed youth. These youth, as final beneficiaries, will be able to apply what they learned in this workshop to “the real world“, increasing their chances for employment and self-employment. The results of the project reveal that the basic, active-learning principles embodied in our teaching approach allow students to learn more effectively and gain essential life skills (from computer applications to teamwork) that can only be learned by doing. It also shows that our students received the essentials of professional ethics and citizenship through direct, personal engagement in professional activities and the life of the community.

Keywords: Service Learning, Innovation, Engaged Citizenship, Leadership, Social Networks, Marketing.

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Authors: M. Tazky, R. Hela, P. Novosad, L. Osuska

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This paper deals with the possibility of safe incorporation fluidised bed combustion fly ash (waste material) into cement matrix together with next commonly used secondary raw material, which is high-temperature fly ash. Both of these materials have a very high pozzolanic ability, and the right combination could bring important improvements in both the physico-mechanical properties and the better durability of a cement composite. This paper tries to determine the correct methodology for designing green concrete by using modern methods measuring rheology of fresh concrete and following hydration processes. The use of fluidised bed combustion fly ash in cement composite production as an admixture is not currently common, but there are some real possibilities for its potential. The most striking negative aspect is its chemical composition which supports the development of new product formation, influencing the durability of the composite. Another disadvantage is the morphology of grains, which have a negative effect on consistency. This raises the question of how this waste can be used in concrete production to emphasize its positive properties and eliminate negatives. The focal point of the experiment carried out on cement pastes was particularly on the progress of hydration processes, aiming for the possible acceleration of pozzolanic reactions of both types of fly ash.

Keywords: High-temperature fly ash, fluidised bed combustion fly ash, pozzolanic, CaO (calcium oxide), rheology.

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Authors: H. C. O. Reis, A. S. Cossolin, B. A. P. Santos, K. C. Castro, G. M. Pereira, V. C. Silva, P. T. Sousa Jr, E. L. Dall’Oglio, L. G. Vasconcelos, E. B. Morais

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In this study, malt bagasse, a low-cost waste biomass, was tested as a biosorbent to remove the cationic dye Malachite green (MG) from aqueous solution. Batch biosorption experiments were investigated as functions of different experimental parameters such as initial pH, salt (NaCl) concentration, contact time, temperature and initial dye concentration. Higher removal rates of MG were obtained at pH 8 and 10. The equilibrium and kinetic studies suggest that the biosorption follows Langmuir isotherm and the pseudo-second-order model. The maximum monolayer adsorption capacity was estimated at 117.65 mg/g (at 45 °C). According to Dubinin–Radushkevich (D-R) isotherm model, biosorption of MG onto malt bagasse occurs physically. The thermodynamic parameters such as Gibbs free energy, enthalpy and entropy indicated that the MG biosorption onto malt bagasse is spontaneous and endothermic. The results of the ionic strength effect indicated that the biosorption process under study had a strong tolerance under high salt concentrations. It can be concluded that malt bagasse waste has potential for application as biosorbent for removal of MG from aqueous solution.

Keywords: Color removal, kinetic and isotherm studies, thermodynamic parameters, FTIR.

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Authors: Wan-Yu Liu, Jiunn-Cheng Lin, Chun-Cheng Lin

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Green Forestation Plan (GFP) was expected to promote the reforestation of plains totaling 60,000 has within the first 8 years. Annual subsidies were budgeted at $120,000 per ha, and $2.4 million for 20 years. In this research we have surveyed landlords- opinions toward the GFP in an attempt to understand landlords- incentives for participating in the GFP and their levels of concern and agreement toward the policy design. Based our analysis of landlords- opinions on the policy design, we expect to derive appropriate complementary measures, establish effective promotional schemes, and raise the policy effectiveness of the GFP. According to the results of this research, there was still a relatively high proportion of population who were not aware of GFP; more than 50% of landlords were neutral or willing to participate given high reforestation subsidies; approximately 30% of landlords were unwilling to participate. In terms of the designs of GFP, more than 50% of respondents were concerned and agreed with the policy design. In terms of the period of this policy, 52.7% of respondents indicated that it should be shortened to 15 years or lower. In terms of the amount of the subsidy, 41.7% of respondents showed that it should be raised to approximately $250,000/ha. In terms of land area restrictions, 88.0% of respondents believed that the minimum should be lowered to 0.4 ha. More than 70% of respondents owned less than 0.4 has of land, and since they do not own enough land to be eligible for the program, more than 80% of landlords wished to lower the minimum requirements of land area. In addition, 59.3% of respondents were reluctant to participate in reforestation because their lands were too small to be eligible; 15.0% of respondents were reluctant because the duration was too long. Responses to the question about “how the policy can be adjusted to provide incentives for landlords- participation" revealed that almost 40% of respondents desired higher subsidies. Some policy suggestions are provided as follows: (1) many landlords are still unaware of the GFP so the government should enhance the promotion of the policy; (2) many landlords are unwilling to participate in GFP mainly because they do not own enough lands to be eligible, hence the government should consider adjusting its requirements for minimum agricultural land area; (3) for subsequent promotions on GFP, the government may consider targeting on the landlords with high income and high level of education; (4) because the subsidy of this policy alone provides limited help to landlords, the government should help the landlords to explore other revenue possibilities from afforestation in addition to the existing subsidies and raise the participation incentives.

Keywords: Green Forestation Plan (GFP), Landlord, Willingness to Participate.

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Authors: Abdul Raheem Jasim Mohammed, Mohd Salehuddin Mohd Zahari, Salim Abdul Talib, Mohd Zulhilmi Suhaimi

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The connection between past travel experience and tourists’ revisit behavioral intentions has not been widely explored but the existing studies suggest a close relationship between them. Destination image can equally be construed as having effects on the attitudes of the tourists at the end of their actual visitation and the satisfaction of a tourist with his or her travel experiences contributes to a revisit intention towards a particular destination. With strong marketing efforts, UAE is not only considered to be successful in attracting foreign investors, but is becoming the most popular tourism destination in the Arab region. UAE is seriously developing its tourism image and taking serious initiatives to attract new or repeat visitations from the international tourists. This study empirically investigates the causal relationships between tourism destination image, tourist satisfaction and revisit intention using UAE as a contextual study setting. A very clear picture emerged which provides a host country with potential implications for its tourism industry practitioners, Department of Tourism and Commerce Marketing and the travel agencies who act as the intermediaries between the potential tourists and the hotel operators.

Keywords: Destination image, tourist satisfaction, revisit intention.

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Authors: Boonlert Watjatrakul

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Mobile marketing through mobile messaging service has highly impressive growth as it enables e-business firms to communicate with their customers effectively. Educational institutions hence start using this service to enhance communication with their students. Previous studies, however, have limited understanding of applying mobile messaging service in education. This study proposes a theoretical model to understand the drivers of students- intentions to use the university-s mobile messaging service. The model indicates that social influence, perceived control and attitudes affect students- intention to use the university-s mobile messaging service. It also provides five antecedents of students- attitudes–perceived utility (information utility, entertainment utility, and social utility), innovativeness, information seeking, transaction specificity (content specificity, sender specificity, and time specificity) and privacy concern. The proposed model enables universities to understand what students concern about the use of a mobile messaging service in universities and handle the service more effectively. The paper discusses the model development and concludes with limitations and implications of the proposed model.

Keywords: education, intention, mobile marketing, mobile messaging.

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Authors: Zharama M. Llarena

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Green chemistry for plant extraction of active principles is the main interest of many researchers concerned with climate change. While classical organic solvents are detrimental to our environment, greener alternatives to ionic liquids are very promising for sustainable organic chemistry. This study focused on the determination of functional groups observed in the main constituents from the ionic liquid extracts of Coleus aromaticus Benth leaves using FT-IR Spectroscopy. Moreover, this research aimed to determine the best ionic liquid that can separate functionalized plant constituents from the leaves Coleus aromaticus Benth using Fourier Transform Infrared Spectroscopy. Coleus aromaticus Benth leaf extract in different ionic liquids, elucidated pharmacologically important functional groups present in major constituents of the plant, namely, rosmarinic acid, caffeic acid and chlorogenic acid. In connection to distinctive appearance of functional groups in the spectrum and highest % transmittance, potassium chloride-glycerol is the best ionic liquid for green extraction.

Keywords: Coleus aromaticus, ionic liquid, rosmarinic acid, caffeic acid, chlorogenic acid.

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Authors: Chun-Wei Lin, Yu-Lin Chen

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As global industry developed rapidly, the energy demand also rises simultaneously. In the production process, there’s a lot of energy consumed in the process. Formally, the energy used in generating the heat in the production process. In the total energy consumption, 40% of the heat was used in process heat, mechanical work, chemical energy and electricity. The remaining 50% were released into the environment. It will cause energy waste and environment pollution. There are many ways for recovering the waste heat in factory. Organic Rankine Cycle (ORC) system can produce electricity and reduce energy costs by recovering the waste of low temperature heat in the factory. In addition, ORC is the technology with the highest power generating efficiency in low-temperature heat recycling. However, most of factories executives are still hesitated because of the high implementation cost of the ORC system, even a lot of heat are wasted. Therefore, this study constructs a nonlinear mathematical model of waste heat recovery equipment configuration to maximize profits. A particle swarm optimization algorithm is developed to generate the optimal facility installation plan for the ORC system.

Keywords: Green facility planning, organic rankine cycle, particle swarm optimization, waste heat recovery.

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Authors: A. K. Pradhan, M. K. Mohanty, S. K. Kar

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The power system utility has started to think about the green power technology in order to have an eco-friendly environment. The green power technology utilizes renewable energy sources for reduction of GHG emissions. Odisha state (India) is very rich in potential of renewable energy sources especially in solar energy (about 300 solar days), for installation of grid connected photovoltaic system. This paper focuses on the utilization of photovoltaic systems in an Institute building of Bhubaneswar city, Odisha. Different data like solar insolation (kW/m²/day), sunshine duration has been collected from metrological stations for Bhubaneswar city. The required electrical power and cost are calculated for daily load of 1.0 kW. The HOMER (Hybrid Optimization Model of Electric Renewable) software is used to estimate system size and its performance analysis. The simulation result shows that the cost of energy (COE) is $ 0.194/kWh, the Operating cost is $63/yr and the net present cost (NPC) is $3,917. The energy produced from PV array is 1,756kWh/yr and energy purchased from grid is 410kWh/yr. The AC primary load consumption is 1314 kWh/yr and the Grid sales are 746 kWh/yr. One battery is connected in parallel with 12V DC Bus and the usable nominal capacity 2.4 kWh with 9.6 h autonomy capacity.

Keywords: Economic assessment, HOMER, Optimization, Photovoltaic (PV), Renewable energy.

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Authors: P. Thepnarintra

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The purposes of this study were to: 1) investigate operation conditions of SME automotive part industry in Bangkok and vicinity and 2) to compare operation problem levels of SME automotive part industry in Bangkok and vicinity according to the sizes of the enterprises. Samples in this study included 196 entrepreneurs of SME automotive part industry in Bangkok and vicinity derived from simple random sampling and calculation from R. V. Krejcie and D. W. Morgan’s tables. Research statistics included frequency, percentage, mean, standard deviation, and T-test. The results revealed that in general the problem levels of SME automotive part industry in Bangkok and vicinity were high. When considering in details, it was found that the problem levels were high at every aspect, i.e. personal, production, export, finance, and marketing respectively. The comparison of the problem levels according to the sizes of the enterprises revealed statistically significant differences at .05. When considering on each aspect, it was found that the aspect with the statistical difference at .05 included 5 aspects, i.e. production, marketing, finance, personal, and export. The findings also showed that small enterprises faced more severe problems than those of medium enterprises.

Keywords: Automotive part industry, operation problems, SME, perimeter.

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Authors: Florian Pfeffel, Christoph A. Kexel, Peter Kexel, Maria Ratz

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The parallel usage of different media channels has increased recently owing to technological advances. Second Screen describes the use of a second device by television viewers to consume further content which is related to the program they are watching. This study analysed the characteristics of football spectators regarding their media consumption in relation to Second Screen usage while watching a football match on TV. The existing literature on Second Screen usage is still very limited, especially in the context of particular broadcasting settings such as sport or even more specific such as football matches. Therefore, the primary research objective was to reveal first insights into the user behaviour of football spectators regarding Second Screen services. The survey, which was conducted among German football supporters in 2015, revealed some characteristics such as the identification and involvement into the sports which are related to an increased use of Second Screen services. One important finding for football supporters was that at the time of a match they have a lower parallel media usage compared to other TV broadcastings. Nevertheless, if supporters used a second device while watching a match on TV, then they were using specific Second Screen services. This means they searched for more content related information. The findings on the habits and characteristics of people who are using Second Screen services are relevant for future developments in that area as well as for marketing decisions.

Keywords: Media consumption, second screen, sport marketing, user behaviour.

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Authors: Tatyana A. Karpenyuk, Saltanat B. Orazova, Yana S. Tzurkan, Alla V. Goncharova, Bakytzhan K. Kairat, Togzhan D. Mukasheva, Ludmila V. Ignatova, Ramza Z. Berzhanova

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Microalgae due to the ability to accumulate high levels of practically valuable polyunsaturated fatty acids attract attention as a promising raw material for commercial products. The features of the growth processes of cells green protococcal microalgae Oocystis rhomboideus, Scenedesmus obliquus, Dictyochlorella globosa at cultivation in different nutritional mediums were determined. For the rapid accumulation of biomass, combined with high productivity of total lipids fraction yield recommended to use the Fitzgerald medium (Scenodesmus obliquus, Oocystis rhomboideus) and/or Bold medium (Dictyochlorella globosa). Productivity of lipids decreased in sequence Dictyochlorella globosa > Scenodesmus obliquus > Oocystis rhomboideus. The bulk of fatty acids fraction of the total lipids is unsaturated fatty acids, which ac­counts for 70 to 83% of the total number of fatty acids. The share of monoenic acids accounts from 18 to 34%, while the share of unsaturated fatty acids - from 44 to 62% of the total number of unsaturated fatty acids fraction. Among the un­saturated acids dominate α-linolenic acid (C18:3n-3), hexadecatetraenic acid (C16:4) and linoleic acid (C18:2).

Keywords: Fatty acids, lipids, microalgae.

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Authors: S. Onder, Z. Kocbeker

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The impact of noise upon live quality has become an important aspect to make both urban and environmental policythroughout Europe and in Turkey. Concern over the quality of urban environments, including noise levels and declining quality of green space, is over the past decade with increasing emphasis on designing livable and sustainable communities. According to the World Health Organization, noise pollution is the third most hazardous environmental type of pollution which proceeded by only air (gas emission) and water pollution. The research carried out in two phases, the first stage of the research noise and plant types providing the suction of noise was evaluated through literature study and at the second stage, definite types (Juniperus horizontalis L., Spirea vanhouetti Briot., Cotoneaster dammerii C.K., Berberis thunbergii D.C., Pyracantha coccinea M. etc.) were selected for the city of Konya. Trials were conducted on the highway of Konya. The biggest value of noise reduction was 6.3 dB(A), 4.9 dB(A), 6.2 dB(A) value with compared to the control which includes the group that formed by the bushes at the distance of 7m, 11m, 20m from the source and 5m, 9m, 20m of plant width, respectively. In this paper, definitions regarding to noise and its sources were made and the precautions were taken against to noise that mentioned earlier with the adverse effects of noise. Plantation design approaches and suggestions concerning to the diversity to be used, which are peculiar to roadside, were developed to discuss the role and the function of plant material to reduce the noise of the traffic.

Keywords: Bushes, noise, road, Konya

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Authors: Valentina Piric, Maja Martinovic, Zoran Barac

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The application of marketing to the domain of politics has become relevant in recent times. With this article the authors wanted to explore the issue of the current political engagement among young people in Croatia. The question is what makes young people (age 18-30) politically active in young democracies such as that of the Republic of Croatia. Therefore, the objective of this study was to discover the real or hidden motivations behind the decision to actively participate in politics among young members of the two largest political parties in the country – the Croatian Democratic Union and the Social Democratic Party of Croatia. The study expected to find that the motivation for political engagement of young people is often connected with a possible achievement of individual goals and egoistic needs such as: self-acceptance, social success, financial success, prestige, reputation, status, recognition from the others etc. It was also expected that, due to the poor economic and social situation in the country, young people feel an increasing disconnection from politics. Additionally, the authors expected to find that there is a huge potential to engage young people in the political life of the country through a proper and more interactive use of marketing communication campaigns and social media platforms, with an emphasis on highly ethical motives of political activity and their benefits to society. All respondents included in the quantitative survey (sample size [N=100]) are active in one of the two largest political parties in Croatia. The sampling and distribution of the survey occurred in the field in September 2016. The results of the survey demonstrate that in Croatia, the way young people feel about politics and act accordingly, are in fact similar to what the theory describes. The research findings reveal that young people are politically active; however, the challenge is to find a way to motivate even more young people in Croatia to actively participate in the political and democratic processes in the country and to encourage them to see additional benefits out of this practice, not only related to their individual motives, but related more to the well-being of Croatia as a country and of every member of society. The research also discovered a huge potential for political marketing communication possibilities, especially related to interactive social media. It is possible that the social media channels have a stronger influence on the decision-making process among young people when compared to groups of reference. The level of interest in politics among young Croatians varies; some of them are almost indifferent, whilst others express a serious interest in different ways to actively contribute to the political life of the country, defining a participation in the political life of their country almost as their moral obligation. However, additional observations and further research need to be conducted to get a clearer and more precise picture about the interest in politics among young people in Croatia and their social potential.

Keywords: Croatia, marketing communication, motivation, politics, young people.

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Authors: Luen Chow Chan

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With the advocacy of green transportation and green traveling, cycling has become increasingly popular nowadays. Physiology and bike design are key factors for the influence of cycling efficiency. Therefore, this study aimed to investigate the significance of bike-frame geometric factors on cycling efficiency and muscle activation for different body sizes of non-professional Asian male cyclists. Participants who represented various body sizes, as measured by leg and back lengths, carried out cycling tests using a tailor-assembled road bike with different ergonomic design configurations including seat-height adjustments (i.e., 96%, 100%, and 104% of trochanteric height) and bike frame sizes (i.e., small and medium frames) for an assessable distance of 1 km. A specific power meter and self-developed adaptable surface electromyography (sEMG) were used to measure average pedaling power and cadence generated and muscle activation, respectively. The results showed that changing the seat height was far more significant than the body and bike frame sizes. The sEMG data evidently provided a better understanding of muscle activation as a function of different seat heights. Therefore, the interpretation of this study is that the major bike ergonomic design factor dominating the cycling efficiency of Asian participants with different body sizes was the seat height.

Keywords: Bike frame sizes, cadence rate, pedaling power, seat height.

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Authors: Shu-Yin Yu

Abstract:

With the advancement of artificial intelligence technology, most companies are aware of the profound potential of artificial intelligence in commercial marketing. Man-machine dialogue has become the latest trend in marketing customer service. However, chatbots are often considered to be lack of intelligent or unfriendly conversion, which instead reduces the communication effect of chatbots. To ensure that chatbots represent the brand image and provide a good user experience, companies and users attach great importance. In this study, customer service chatbot was used as the research sample. The research variables are based on the theory of artificial intelligence emotions, integrating the technology acceptance model and innovation diffusion theory, and the three aspects of pleasure, arousal, and dominance of the human-machine PAD (Pleasure, Arousal and Dominance) dimension. The results show that most of the participants have a higher acceptance of innovative technologies and are high pleasure and arousal in the user experience. Participants still have traditional gender (female) service stereotypes about customer service chatbots. Users who have high trust in using chatbots can easily enhance brand acceptance and easily accept brand messages, extend the trust of chatbots to trust in the brand, and develop a positive attitude towards the brand.

Keywords: Brand attitude, chatbot, emotional interaction, user experience.

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Authors: M. Govindarajan, R. M.Chandrasekaran

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Text data mining is a process of exploratory data analysis. Classification maps data into predefined groups or classes. It is often referred to as supervised learning because the classes are determined before examining the data. This paper describes proposed radial basis function Classifier that performs comparative crossvalidation for existing radial basis function Classifier. The feasibility and the benefits of the proposed approach are demonstrated by means of data mining problem: direct Marketing. Direct marketing has become an important application field of data mining. Comparative Cross-validation involves estimation of accuracy by either stratified k-fold cross-validation or equivalent repeated random subsampling. While the proposed method may have high bias; its performance (accuracy estimation in our case) may be poor due to high variance. Thus the accuracy with proposed radial basis function Classifier was less than with the existing radial basis function Classifier. However there is smaller the improvement in runtime and larger improvement in precision and recall. In the proposed method Classification accuracy and prediction accuracy are determined where the prediction accuracy is comparatively high.

Keywords: Text Data Mining, Comparative Cross-validation, Radial Basis Function, runtime, accuracy.

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Authors: Reihaneh Ahmadzadeh Ghavidel, Mehdi Ghiafeh Davoodi

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The usefulness of weaning foods to meet the nutrient needs of children is well recognized, and most of them are precooked roller dried mixtures of cereal and/or legume flours which posses a high viscosity and bulk when reconstituted. The objective of this study was to formulate composite weaning foods using cereals, malted legumes and vegetable powders and analyze them for nutrients, functional properties and sensory attributes. Selected legumes (green gram and lentil) were germinated, dried and dehulled. Roasted wheat, rice, carrot powder and skim milk powder also were used. All the ingredients were mixed in different proportions to get four formulations, made into 30% slurry and dried in roller drier. The products were analyzed for proximate principles, mineral content, functional and sensory qualities. The results of analysis showed following range of constituents per 100g of formulations on dry weight basis, protein, 18.1-18.9 g ; fat, 0.78-1.36 g ; iron, 5.09-6.53 mg; calcium, 265-310 mg. The lowest water absorption capacity was in case of wheat green gram based and the highest was in rice lentil based sample. Overall sensory qualities of all foods were graded as “good" and “very good" with no significant differences. The results confirm that formulated weaning foods were nutritionally superior, functionally appropriate and organoleptically acceptable.

Keywords: malted legumes, weaning foods, nutrition, functional properties

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Authors: Elżbieta Antczak

Abstract:

Cities offer important opportunities for economic development and for expanding access to basic services, including health care and education, for large numbers of people. Moreover, green areas (as an integral part of sustainable urban development) present a major opportunity for improving urban environments, quality of lives and livelihoods. This paper examines, using spatial concentration and spatial taxonomic measures, regional diversification of greenery in the cities of Poland. The analysis includes location quotients, Lorenz curve, Locational Gini Index, and the synthetic index of greenery and spatial statistics tools: (1) To verify the occurrence of strong concentration or dispersion of the phenomenon in time and space depending on the variable category, and, (2) To study if the level of greenery depends on the spatial autocorrelation. The data includes the greatest Polish cities, categories of the urban greenery (parks, lawns, street greenery, and green areas on housing estates, cemeteries, and forests) and the time span 2004-2015. According to the obtained estimations, most of cites in Poland are already taking measures to become greener. However, in the country there are still many barriers to well-balanced urban greenery development (e.g. uncontrolled urban sprawl, poor management as well as lack of spatial urban planning systems).

Keywords: Greenery, urban areas, regional spatial diversification and concentration, spatial taxonomic measure.

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Authors: Wei Zhang, Xin Zhao, Yi-Fan Zhu, Xin-Jian Zhang

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Kernel function, which allows the formulation of nonlinear variants of any algorithm that can be cast in terms of dot products, makes the Support Vector Machines (SVM) have been successfully applied in many fields, e.g. classification and regression. The importance of kernel has motivated many studies on its composition. It-s well-known that reproducing kernel (R.K) is a useful kernel function which possesses many properties, e.g. positive definiteness, reproducing property and composing complex R.K by simple operation. There are two popular ways to compute the R.K with explicit form. One is to construct and solve a specific differential equation with boundary value whose handicap is incapable of obtaining a unified form of R.K. The other is using a piecewise integral of the Green function associated with a differential operator L. The latter benefits the computation of a R.K with a unified explicit form and theoretical analysis, whereas there are relatively later studies and fewer practical computations. In this paper, a new algorithm for computing a R.K is presented. It can obtain the unified explicit form of R.K in general reproducing kernel Hilbert space. It avoids constructing and solving the complex differential equations manually and benefits an automatic, flexible and rigorous computation for more general RKHS. In order to validate that the R.K computed by the algorithm can be used in SVM well, some illustrative examples and a comparison between R.K and Gaussian kernel (RBF) in support vector regression are presented. The result shows that the performance of R.K is close or slightly superior to that of RBF.

Keywords: admissible support vector kernel, reproducing kernel, reproducing kernel Hilbert space, Green function, support vectorregression

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Authors: S. Dikmen Kucuk, A. Tozluoglu, Y. Guner

Abstract:

In recent years, petroleum-based polymers began to be limited due to effects on human and environmental point of view in many countries. Thus, organic-based biodegradable materials have attracted much interest in the composite industry because of environmental concerns. As a result of this, it has been asked that inorganic and petroleum-based materials should be reduced and altered with biodegradable materials. In this point, in this study, it is aimed to investigate the potential of use of TEMPO (2,2,6,6- tetramethylpiperidine 1-oxyl)-mediated oxidation nano-fibrillated cellulose instead of EPDM (ethylene-propylene-diene monomer) rubber, which is a petroleum-based material. Thus, the exchange of petroleum-based EPDM rubber with organic based cellulose nanofibers, which are environmentally friendly (green) and biodegradable, will be realized. The effect of tempo-oxidized cellulose nanofibers (TCNF) instead of EPDM rubber was analyzed by rheological, mechanical, chemical, thermal and aging analyses. The aged surfaces were visually scrutinized and surface morphological changes were examined via scanning electron microscopy (SEM). The results obtained showed that TEMPO oxidation nano-fibrillated cellulose can be used at an amount of 1.0 and 2.2 phr resulting the values stay within tolerance according to customer standard and without any chemical degradation, crack, colour change or staining.

Keywords: EPDM, cellulose, green materials, nanofibrillated cellulose, TCNF, tempo-oxidized nanofiber.

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