Download - Impacts of Guerilla Marketing on Consumers

8/10/2019 Impacts of Guerilla Marketing on Consumers

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THE IMPACTSOFGUERRILLAMARKETINGONCONSUMERSBUYINGBEHAVIOR

by

[NAME]

ADisser!i"# S$b%ie& " 'e F!($)y "*'e

++++++++++++++++++++++++++++++++++++

I# P!ri!) F$)*i))%e# "*'e Re,$ire%e#s

F"r'e De-ree "*

++++++++++++++++++++++++++

[ N!%e "*U#i.ersiy]

[D!e]


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TABLEOFCONTENTS

TABLE OF CONTENTS//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////ii

Absr!(////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////iii

A(0#"1)e&-%e#s ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////i.

CHAPTER 2 3 INTRODUCTION/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 22/2 B!(0-r"$#& "* 'e S$&y////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 4

2/4 Rese!r(' B!(0-r"$#&///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////4

2/5 R!i"#!)e *"r 'e ('"se# "6i(////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 5

2/7 P$r6"se *"r $#&er!0i#- 'e rese!r(' /////////////////////////////////////////////////////////////////////////////////////////////////////// 7

2/8 S!e%e# "* 'e Pr"b)e% !#& Rese!r(' 9$esi"#s////////////////////////////////////////////////////////////////////////////////// 8

2/: Rese!r(' Ai%s ; Ob D!! ("))e(i"# i#sr$%e#//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////4

5/ S$r.ey 9$esi"#s////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////42

5/2 D!! A#!)ysis//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////44

5/22 E'i(!) C"#si&er!i"#s////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////45

5/24 Re)i!bi)iy///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////45

5/25 V!)i&iy///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////47

5/27 Li%i!i"#s /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////48

5/28 Ti%es(!)e////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////4:

5/2: T'e R")e !#& B!(0-r"$#& "* 'e Rese!r('er /////////////////////////////////////////////////////////////////////////////////////////4:

CHAPTER 7 3 FINDINGS AND

ANALYSIS///////////////////////////////////////////////////////////////////////////////////////////////////4= 7/2

I#r"&$(i"#////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////4=

7/4 S$r.ey Res$)s////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////4=

7/5 ?'! is -$erri))! %!r0ei#- //////////////////////////////////////////////////////////////////////////////////////////////////////////////////4>

7/7 H"1 is -$erri))! %!r0ei#- i%6)e%e#e& /////////////////////////////////////////////////////////////////////////////////////////////5

7/8 T" 1'! &e-ree is ("#s$%er b$yi#- be'!.i"$r i#*)$e#(e& by -$erri))! %!r0ei#- //////////////////////////////52

7/: H"1 e**e(i.e is -$erri))! %!r0ei#- i# i#*)$e#(i#- ("#s$%ers b$yi#- be'!.i"r///////////////////////////////54

7/= ?'! is 'e -$erri))! %!r0ei#- e('#i,$e $se& by C"(!(")! /////////////////////////////////////////////////////////////58

CHAPTER 8 CONCLUSION ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 5:

8/2 Dis($ssi"#s/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////5:

8/4 T'e F$$re "* G$erri))! M!r0ei#-/////////////////////////////////////////////////////////////////////////////////////////////////////////5

REFERENCES////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 74


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Abstract

G$erri))! %!r0ei#- is! %"&er# e('#i,$e i# 6r"&$( %!r0ei#- '! %!0es$se "*

$#("#.e#i"#!) "r$#$s$!) %e!#s"*6r"%"i#- 'e 6r"&$( " 'e %!r0e/ T'e ("%6!#y $#&er

("#si&er!i"# "*'iss$&y isC"(!(")! 1'i(' is! 6"6$)!r)y 0#"1# 6r"&$(er"*! 6r"&$( "*'e

s!%e #!%e/ H"1e.er 'e ("%6!#y -re1".er'e ye!rs!#& %!#!-e& " (re!e ! %$)i#!i"#!)

"6er!i"# '!#&)i#- ! &i.ersi*ie& r!#-e "*6r"&$(s/ A66!re#)y i %!&e $se& "*.!ri"$s

%!r0ei#- e('#i,$es" e#i(e %"re ($s"%ers!#& )$re 'e% " b$y 'e %yri!& "*6r"&$(s

"**ere& by 'e ("%6!#y/ G$erri))! %!r0ei#- "ri-i#!e& *r"% -$erri))! 1!r*!re "6er!i"#s1'ere

'e !r%e& -r"$6 $i)ie& $#("#.e#i"#!) e('#i,$esi# *i-'i#- 'e e#e%y e.e# " 'e 6"i# '!

.i")!es'e "r&i#!ry r$)es"*e#-!-e%e#/ I# 'e (!se "*%!r0ei#- 'e e('#i,$es!re &esi-#e&

" (re!e ! b$ !%"#- ("#s$%ers!#& ("#se,$e#)y $r# 'e !&.erisi#- i#" s"%e'i#- '! is

.ir!)/

G$erri))! %!r0ei#- is"#e "*'e -r"1i#- %!r0ei#- e('#i,$es1'i(' !re $se& i#

!&.erisi#- i#&$sry/ Se!)' %!r0ei#- is!)s" ! %"s 6"6$)!re('#i,$e $se i# 'e G$erri))!

%!r0ei#-/ T'ere !re #$%ber"*e('#i,$es!re $se& i# se!)' %!r0ei#- i# 1'i(' "#e e('#i,$e

(e)ebriy %!r0ei#- isi# 6r!(i(e %"s)y by 'e %!r0e )e!&ers/ T'is6!6ersee0s" *i#& 'e

si-#i*i(!# i%6!( "*'e G$erri))! %!r0ei#- "# 'e ("#s$%ersb$yi#- be'!.i"$r/


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CHAPTER1INTRO!CTION

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e%6'!sii#- "# !r!(i.e#ess"r6"6$)!riy !#& ("%%"#!)iy Bre##!# ; Bi##ey 42/


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1"1 Backgro#ndo$t%eSt#d&

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1"' Researc%Backgro#nd

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re)!i"# !#& !ss"(i!i"# "*'e .!ri!b)es$se& i# 'e rese!r(' Cres1e)) 2>/

1"+ P#r*ose$or#ndertak)ngt%eresearc%

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M!r0e rese!r('ers'!#&)e ! 1i&e r!#-e "*!ssi-#%e#s/ T'ey esi%!e 'e &e%!#& *"r

#e16r"&$(s!#& ser.i(es &es(ribe 'e ('!r!(erisi(s"*6r"b!b)e ($s"%ers !#& %e!s$re

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!#& !#!)ye 'e 6$b)i( i%!-e "*! ("%6!#y !#& is6r"&$(sFer#!#&" 47/

1", Statemento$t%eProblemandResearc%-#est)ons

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4 H"1is-$erri))! %!r0ei#- i%6)e%e#e&

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1". Researc%A)ms/Ob0ect)es

T'ere !re 1" %!i# !i%s"*'isrese!r(' !#& *i.e "b


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1.6.2 ResearchObjectives

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6)!(es! b$r&e# $6"# 'e -e#er!)is 'e "#e 1'"se ('ie*res6"#sibi)iy is(""r&i#!i#- 'e

1"r0 "*"'ers/ Asi%6)e e!%6)e 1i)) i))$sr!e '"1*!r1e '!.e -"#e "1!r& s6e(i!)i!i"#/

T'e s6e(i!)is 1'" 6re6!res! 6$b)i(iy s"ry "# ! #e16r"&$( "*e# &i**ers*r"% 'e "#e 1'"

6)!#s'e !&.erisi#- (!%6!i-#/ A#"'er%!# %!y (re!e 'e ("6y !#& !#"'er6)!# 'e )!y"$ "*

'e !&.erise%e#/ A)) 'ese $#&"$be&)y 1i)) be 6e"6)e 1'" &i**er*r"% 'e "#e 1'" &esi-#s'e


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6"i#"*6$r('!se %!eri!) " i#r"&$(e 'e 6r"&$(/ A#& "*("$rse !)) &i**er*r"% 'e %!# 1'"

&"es'e !($!) se))i#- Gr!#" 422/

A)'"$-' %!r0ei#- 'r"$-' (e)ebriy e#&"rsers(!# be ("#si&ere& !s"#e *"r% "*

-$erri))! %!r0ei#- s"%e $r#e& "$ "be #" -""& *"r'e ("%6!#ies/ M!ri#! Hi#-is ! e##is

s!rs$e& Ser-i" T!(('i#i !# I!)i!# s'"e%!0er*"r'e i#


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i#sr$%e#s" 'e e)e(r"#i(si#&$sry/ A#& 'e ("%6!#y !(,$ire& D!.i& Crys!) I#(/ !#

!66!re) %!#$*!($rer/ O'er#"#*""& 6r"&$( )i#esi#()$&e (r!*s -!%es!#& "ys/ S$('

&i.ersi*i(!i"# isy6i(!) "*%!#y ("%6!#ies"&!y/

T'e ?"r&"*M"$' "r?"Me('#i,$e i# -$erri))! %!r0ei#- %!0es$se "*!(i.iies

'! !))"1s6e"6)e " s!r !0i#- !b"$ 'e ("%6!#ys6r"&$( "**ere& i# 'e %!r0e/ I i#.").es

! %!'e%!i(!) !66r"!(' 1'ere ! 6ers"# e))s*i.e " e# 6e"6)e !b"$ 'e 6r"&$( !#& !*er

esi#- i s'!res'ise6erie#(e 1i' *!%i)y %e%bers!#& *rie#&s1'" i# $r# 6!ss'e

i#*"r%!i"#" "'er6e"6)e ?$ ; ?!#- 422/ S6re!&i#- 'e i#*"r%!i"# is! &e)i(!e !s0 "

be '!#&)e&by ! %!r0eersi#(e 'e i#*"r%!i"# %$s be re)i!b)e !#& $#be)ie.!b)e/ T'e %!r0eer

%!y #" be !b)e " ("#r") ! si$!i"# 1'e# ! ($s"%ers!rs" &e#"$#(e ! 6r"&$( be(!$se "*

s"%e si&e e**e(s"r,$esi"#s6er!i#i#- " re)i!bi)iy !#& &$r!bi)iy Fer-$s"# 4>/ Si%i)!r"

?"Mis.ir!) %!r0ei#- 1'i(' *"))"1s'e *"r% "*?"Me(e6 *"ris!bi)iy " (re!e ! ('!i#

!%"#- 'e ("#s$%ers/ F"re!%6)e ! ($s"%ere))s*i.e 6e"6)e !b"$ 'ise6erie#(e "*'e

6r"&$( !#& 'e *i.e 6e"6)e i# $r# e!(' e))s!#"'er6e"6)e !b"$ 'eire6erie#(es"*'e

6r"&$(/ T'e ('!i# s6re!&s)i0e ! .ir$s(re!i#- ! .ir!) 6'e#"%e#"# '! be("%es$#("#r"))!b)e

1i'"$ #e(ess!ri)y e#-!-i#- ! %!r0ei#- !(i.iy *"ris("#(e6$!)i!i"# C!e%%erer 4/

?'e# &is($ssi"#s!b"$ 'e br!#& !#& 'eire6ressi"#s"*i#eres !#& s!is*!(i"# s6re!& "# 'e

s"(i!) %e&i! i is)i0e -""& #e1s" e.ery"#e !#& 'e i#*"r%!i"# 0ee6s"# re6e!i#- e#&)ess)y

$#i) ! s$bs!#i!) #$%ber"*($s"%ersises!b)is'e& by 'e ("%6!#y Fer-$s"# 4>/

As"'e $se "*s"(i!) %e&i! i#("#&$(i#- -$erri))! %!r0ei#- F!(eb""0 T1ier!#&

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'e 6"si#- !#& )i0i#- be("%es! b$ *"re.ery"#e " !)0 "r'i#0 !b"$ s6re!&i#- i )i0e !

1i)& *ire He#ry 45/ T'isy6e "*-$erri))! %!r0ei#- $i)iesr$s !#& *rie#&s'i6 " (re!e !

b$ !%"#- s"(i!) %e&i! $sers!#& 1i' 'e i#(re!si#- #$%ber"*s"(i!) %e&i! $sers is

e**e(i.e#essis6r".e# !#& $#,$esi"#!b)e/

B$si#ess'!sbe("%e s" ("%6)e "&!y '! 'e ")&y6e "#e%!# s'"1is*!s 6!ssi#-

*r"% 'e s(e#e/ I is#" )"#-er6"ssib)e *"r"#e ee($i.e " %!#!-e 'e e#ire b$si#ess'i%se)*/

A#& si#(e e.ery'i#- i# 'e b$si#ess&e6e#&s$6"# 'e s$((ess*$) %!r0ei#- "*6r"&$(s"r

ser.i(es 'e %!# 1'" &ire(s%!r0ei#- %$s be i# ! 6"sii"# "*"6%!#!-e%e# res6"#sibi)iy/

T'ere is!# i%6er!i.e #ee& *"r%!r0ei#- %!#!-ers" ("#i#$"$s)y e.").e ! -$erri))! %!r0ei#-

sr!e-y " ("%6)e%e# 'is("%6)eiy i# b$si#ess"&!y/ T'e #!%e "*'e -!%e i# %!r0ei#- is

s$r.i.!) !#& 'is$#i s'"$)& !0e 'e )e!& i# 6r"%"i#- 'e 6r"&$( ! 1'!e.er("s !#& %!r0e/

Pr"&$( esi#- i# s('"")s %!))s s"res!#& 6$b)i( 6)!(es!re be("%i#- ! ("%%"# s(e#e i#

$rb!# !re!s1i' %!#y ("%6!#ies


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CHAPTER(RESEARCH6ETHOOLO78

T'is6!r "*'e rese!r(' 6rese#s! bir&seye .ie1"*'e %e'"&s" be $i)ie& (".eri#-

'e *"))"1i#- !re!s Rese!r(' P'i)"s"6'y Rese!r(' Sr!e-ies @$si*i(!i"# *"r'e Rese!r('

Me'"& Rese!r(' Desi-# P"6$)!i"#S!%6)i#- !#& S!%6)i#- Te('#i,$es D!! C"))e(i"#

Me'"&s D!! C"))e(i"# I#sr$%e# D!! A#!)ysis E'i(!) C"#si&er!i"#s Re)i!bi)iy

V!)i&iy Li%i!i"#s!#& 'e R")e !#& B!(0-r"$#& "*'e Rese!r('er/

("1 Researc%P%)loso*%&

T'e 0#"1)e&-e i#e#&e& " be i%6!re& i# 'isrese!r(' 6er!i#ss")e)y " &i--i#- &ee6er

i#" 'e re!)% "*-$erri))! %!r0ei#-/ T'isis'e $)i%!e 6'i)"s"6'y "*'e rese!r(' i# is

e#irey/ Rese!r(' 6'i)"s"6'y (!# be &e*i#e& !s'e &e.e)"6%e# "*'e rese!r(' b!(0-r"$#&

rese!r(' 0#"1)e&-e !#& is#!$re S!$#&ers!#& T'"r#'i)) 4=/ Rese!r(' 6'i)"s"6'y is!)s"

&e*i#e& 1i''e 'e)6 "*rese!r(' 6!r!&i-%/ I# 'e 1"r&s"*C"'e# M!#i"# !#& M"rris"#

4 rese!r(' 6!r!&i-% (!# be &e*i#e& !s'e br"!& *r!%e1"r0 1'i(' ("%6rises6er(e6i"#

be)ie*s!#& $#&ers!#&i#- "*se.er!) 'e"ries!#& 6r!(i(es'! !re $se& " ("#&$( ! rese!r('/ I

(!# !)s" be &es(ribe& !s! 6r"(e&$re i#.").i#- ! %yri!& "*se6s'r"$-' 1'i(' ! re)!i"#s'i6

be1ee# 'e rese!r(' "b


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("' Researc%Strateg)es

T'e 6!6ers"$r(e& %"s "*isi#*"r%!i"# *r"% &i**ere# s$&ies!#& rese!r(' %!eri!)s

"# -$erri))! %!r0ei#- '! !re re!&i)y !.!i)!b)e/ T'e *"r%! '!s! si%i)!riy " ! (!se s$&y si#(e

i !0esi#"!(("$# !# e6)"r!i"# "*! b"$#&e& syse% i#.").i#- ! (!se "*%yri!& "*(!ses

"# )"#-er% #!$re $si#- &!! ("))e(i"# e('#i,$es'! !re i#&e6' !#& ("%i#- *r"% .!ri"$s

s"$r(es'! !re ("#eri(' Cres1e)) 2>/ T'e %e'"& "*! (!se s$&y re,$ires! $#i,$e

e)!b"r!i"# "*'e "6i( !#& is*"r%!) 6rese#!i"#/ T'e rese!r('er#ee&s" ("#(e#r!e "# 'e

1'")e ("#(e6 !#& !."i& bi!ses!#& 6res$%6i"#s$6 " 'e ("%6)ei"# "*'e rese!r('/ T'e

6"ssib)e s"$r(es"*%!eri!)s!#& i#*"r%!i"# i#()$&e 'e *"))"1i#-

Journallogs3 Per!i#s" 'e $se "*


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("( 9#st)$)cat)on$ort%eResearc%6et%od

T'e rese!r(' %e'"& $se& is


21/54

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#e(ess!ry *"r'e s!%6)i#-/ Si%$)!#e"$s)y &"#e 1i' 'e s!i& &!! -!'eri#- 'e rese!r('er!)s"

&e.e)"6e& ("#&$(e& re)i!bi)iy !#& re,$ese& e6ers" .!)i&!e 'e &i**ere# i#sr$%e#s$se&

*"r'e s$&y/ Re,$es )eers*"re6ers" .!)i&!e 'e i#sr$%e#s!re s'"1# !sA66e#&i ++/

T'ir& )eers1ere se# see0i#- !66r".!) "*!# i#&i.i&$!)s6!ri(i6!i"# i# 'e s$&y !s

s'"1# i# A66e#&i++/ F"$r' 'e 6!ri(i6!#s1ere brie*e& !s" '"1'e s$&y 1"$)& -" !b"$

*"r'e &!ys'! *"))"1e&/ L!s res$)s1ere 6ers"#!))y !))ie& by 'e rese!r('ers/ I# !#!)yi#-

'e es res$)s 'e rese!r('ers"$-' 'e !i& "*! s!isi(i!# " e#s$re 'e .!)i&iy !#& re)i!bi)iy

"*'e ("%6$!i"# "*res$)s$si#- 'e SPSSs"*1!re/

I# 'is('!6er 'e %e'"&")"-y !66)ie& i# 'e e%6iri(!) 6!r "*'e 6!6eris6rese#e&/

T'e *$#&!%e#!) e)e%e#s"*(!se s$&y rese!r(' 1i)) be e6)!i#e& *"))"1e& by ! &is($ssi"#"#

'e (rii(!) re!)is% !66r"!('/ T'e (!se s$&y sei#- is&es(ribe& "-e'er1i' re!s"#i#- *"r'e

se)e(i"# "*'e (!se/ T'e %e'"&")"-i(!) ('"i(esre)!e& " &!! ("))e(i"# !#& &!! !#!)ysis!re

6rese#e& 1'i)e .!)i&iy !#& re)i!bi)iy"*'e ('"se# %e'"&")"-y !re e.!)$!e&/

C!se s$&y !s! s"(i!) s(ie#(e rese!r(' !66r"!(' '!ssi-#i*i(!#)y -!i#e& i# 6"6$)!riy

&$ri#- 'e )!s ("$6)e "*&e(!&es/ C"%6!re& " "'er6"ssib)e 1!ys"*("#&$(i#- rese!r(' i#

'is*ie)& s$(' !ss$r.eys 'is"ries e6eri%e#s !#& e6i&e%i")"-i( rese!r(' (!se s$&y "**ers

si-#i*i(!# !&.!#!-esb$ !)s" 6rese#s! si-#i*i(!# #$%ber"*$#i,$e ('!))e#-es!#&

&is!&.!#!-es/ Ge#er!))y (!se s$&y (!# be ("#si&ere& !66r"6ri!e !#& 6re*erre& 1'e# 'e

rese!r('er*i#&s'i%se)*"r'erse)*!s0i#- '"1 !#& 1'y ,$esi"#s '!s)i)e ("#r") ".er

e.e#s !#& *"($ses"# ! ("#e%6"r!ry6'e#"%e#"#/ T" ("6e 1i' 'e i#'ere# ('!))e#-es

re)!e& " 'e ("%6)eiy "*re!))i*e !#& 'e .!s !%"$# "*.!ri!b)es!#& &!! 6"i#s!.!i)!b)e

se.er!) !66r"!('es'!.e bee# 6r"6"se&/


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T'e %e'"& "*(!se s$&y rese!r(' '!sbee# &e*i#e& !s!# e%6iri(!) i#,$iry '!

i#.esi-!es! ("#e%6"r!ry 6'e#"%e#"# 1i'i# isre!))i*e ("#e es6e(i!))y 1'e# 'e

b"$#&!riesbe1ee# 6'e#"%e#"# !#& ("#e !re #" ()e!r)y e.i&e#Yi# 4525/ H"1e.er

(!se s$&ies%!y be (!e-"rie& b!se& "# ! #$%ber"*(rieri!/ Firs i*!# i#&i.i&$!) (!se is

!#!)ye& &isi#(i"# s'"$)& be %!&e be1ee# ! %$)i6)e(!se &esi-# !#& ! si#-)e(!se &esi-#/

Se("#& 'ey (!# be ()!ssi*ie& !sei'ere%be&&e& '! $ses! %$)i6)e $#is"*!#!)ysis!#&

'")isi( '! $ses! si#-)e $#i "*!#!)ysis/ L!s)y 'ey %!y be b"' ,$!#i!i.e !#& ,$!)i!i.e i#

#!$re/

Si#(e (!se s$&iese#!i) s$(' ! 1i&e r!#-e "*%e'"&")"-i(!) ('"i(es %!#y rese!r('ers

s$--es '! (!se s$&iess'"$)& be ("#si&ere& %"re "*! rese!r(' sr!e-y '! e#("%6!sses

se.er!) %e'"&s'!# ! %e'"& ise)*/ ?'i)e #" *"))"1i#- ! sri( se "*%e'"&")"-i(!) r$)es

(!se s$&y !))"1s*"r-re! *)eibi)iy !#& %"re i#&e6' !#!)ysis"*'e $#*")&i#- 6'e#"%e#!/

T'e (!se s$&y 6rese#e& i# 'is'esis*"))"1s! '")isi( si#-)e(!se &esi-# $i)ii#- b"'

,$!#i!i.e !#& ,$!)i!i.e &!! s"$r(es*"r-re!er.!)i&iy !#& re)i!bi)iy/ F$r'er%"re 'e

rese!r(' 6r"b)e% is!66r"!('e& *r"% ! (rii(!) re!)is% 6ers6e(i.e 'ereby #" ("#(e6$!))y

*!))i#- $#&er#ei'er6"sii.is% #"ri#er6rei.is% T!%i)i! 4// A('r"#")"-i(!) 6rese#!i"#

"*'e (!se s$&y !#& is)i#0 " 6re(e&i#- !#& s$bse,$e# 6!rs"*'e 'esis!re i))$sr!e&/

Tr!&ii"#!))y (!se s$&y rese!r('ers'!.e !&"6e& ei'er! 6"sii.isi( "r!# i#er6re!i.e

!66r"!(' i# 'eirrese!r('/ T'"se rese!r('ers1'" !0e ! 6"sii.is 6"sii"# !re "*e# i#()i#e& "

'e"ry b$i)&i#- 'r"$-' 'e $se "*%$)i6)e(!se s$&ies!#& 6$ si-#i*i(!# *"($s"# i#er#!) !#&

eer#!) .!)i&iy ("#sr$( .!)i&iy !#& re)i!bi)iy Yi# 4/ By 'ese !#& "'er%e!#s

6"sii.isssee0 " e#'!#(e 'e re)i!bi)iy !#& (re&ibi)iy "*'eirs$&ies/ O# 'e "'er'!#&

i#er6reiss&e#y 'e 6"ssibi)iy "*0#"1i#- 1'! isre!) !#& ()!i% '! 'e i#*"r%!i"# is!)1!ys


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&is"re& by 'e "bser.ers"1# .!)$es *ee)i#-se(/ !))"1i#- "#)y *"r!# i#er6re!i"# "*'e

s$rr"$#&i#-re!)iy He!)y ; Perry 4/

(", Po*#lat)on

A#$%ber"*'"$se'")&s!#& 6e"6)e i# ! 6!ri($)!r("%%$#iy 1i)) be $se& i# 'is

rese!r(' '! %!y "r%!y #" be !1!re "*'e ("#(e6 "*-$erri))! %!r0ei#- !#& i*!1!re 'e

&e-ree "*res6"#se 'ey 6r".i&e/ T'e6"6$)!i"# !r-ee& i#()$&es'e *"))"1i#-

2/ A#y %e%ber"*'e *!%i)y

4/ ?"r0er

5/ A#y"'ers'"66er

(". Sam*l)ngandSam*l)ngTec%n):#e

T'e 6r"6"s!) 1i)) $i)ie r!#&"% s!%6)i#- *"r'e ("#&$( "*'e rese!r(' 'r"$-'

s$r.eysi# 1'i(' ! s!%6)e "*'e 6"6$)!i"# !r-ee& 1i)) be $se&/ As!%6)e "* 6!ri(i6!#s

1i)) be ('"se# *r"% 'e i&e#i*ie& !#& !r-ee& 6"6$)!i"# 1'i(' ise6e(e& " be s$bs!#i!) i#

#$%ber/ T'e *"))"1i#- #$%bers6r".i&e 'e &e!i) "*'e s!%6)e " be $se& i# 'e rese!r('

2/ Me%ber"*'e *!%i)y 5

4/ ?"r0ers 5

5/ O)&!-e s'"66er 5

("2 ataCollect)on6et%ods

Ai$&es!#& 6er(e6i"#s"*'e ("#s$%ers"1!r&s-$erri))! %!r0ei#- is'e 6ri%!ry

*"($s"*'e rese!r(' 'e#(e &!! ("))e(i"# is("#*i#e& " i#er.ie1i#- 6!ri(i6!i#- ("#&$(i#-

s$r.eys!#& ("rre)!i#- 'e% 1i' eisi#- )ier!$resre)e.!# " 'e s$b


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6re6!r!i"# "*'e $s$!) *"r%s 'e 6r"($re%e# "*6er%is!#& )eers!#& 'e i%6)e%e#!i"# "*

!# "rie#!i"# brie*i#- *"r6!ri(i6!#s1'i(' s'"$)& be &"#e si%$)!#e"$s)y 1i' 'e -!'eri#-

"*i#*"r%!i"# *r"% !.!i)!b)e )ier!$re !#& %!eri!)s/ D!! -!'eri#- 1i)) be (!rrie& i# ! (er!i#

)"(!)iy 1'ere 6"6$)!i"# iss$bs!#i!) e#"$-' *"r'e s!%6)i#- " be $se&/ T'e )"(!)iy is

('"se# b!se& "# 'e #$%ber"*'"$se'")&s!#& 1"%e# 1'" !re e6e(e& " re6)y " 'e

,$esi"#s!#& (""6er!i.e 1i' 'e rese!r('er/

("3 atacollect)on)nstr#ment

9$esi"##!ires1i)) be $i)ie& !#& !&%i#isere& i# 'e 6r"(ess"*("))e(i#- &!! $si#-

sr$($re& ,$esi"#s("#sisi#- "*!66r"i%!e)y 7 ,$esi"#s/

T'e rese!r('er1i)) ("))e( &!! by !&%i#iseri#- ! ,$esi"##!ire i# ! *"r% "*!

s$r.ey/ T'e ,$esi"##!ire 1i)) $se sr$($re& ,$esi"#s ("#sisi#- "*! %!


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9$esi"#s1i)) !0e 'e *"r% "*! Li0er S(!)e !#& res6"#&e#s1i)) be re,$ire& " !#s1er

i#e))i-e#)y !#& e6e&ii"$s)y !s6"ssib)e/

3.9 SurveyQuestions

Usi#- 'e Li0ers86"i# S(!)e R!i#- 6!ri(i6!#s1i)) be !s0e& 1'e'er'ey !-ree "r

&is!-ree 1i' 'e s!e%e#,$esi"# 6r".i&e&/ Res6"#ses"*e# r!#-e *r"% Very 'e)6*$) "

N" ! !)) 'e)6*$) 1i' *i.e "!) !#s1er"6i"#s/ E!(' "6i"# is!s(ribe& ! s("re "r1ei-'

2QVery 'e)6*$) " 8QN" ! !)) !#& 'ese s("re (!# be $se& i# s$r.ey res6"#se !#!)ysis/ T"

e#("$r!-e *!ir#ess ! #e$r!) (!e-"ry isi#()$&e& s$(' !sNei'erA-ree T" s"%e ee#

e(//

9$esi"# 8 7 5 4 2

A-ree%e# P)e!ses!ey"$r)e.e)"*!-ree%e#'!G$erri))!M!r0ei#-is.eryi%6"r!#!s!sr!e-y

Sr"#-)yA-ree

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26/54

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("1; ataAnal&s)s

R!i#- "*'e res6"#ses" 'e ,$esi"#s1'i(' !re sr$($re& ()"see#&e& 1i)) be &"#e i#

6er(e#!-es/ T'e 6er(e#!-e 1i)) be !#!)ye& !s-i.e# by 'e res6"#&e#s*"r'e !)er#!i.es

6r".i&e&/ A#!)ysis"*'e ("))e(e& &!! 1i)) be &"#e 'r"$-' ! s6re!&s'ee 6r"-r!% s$(' !s

Mi(r"s"* E(e) "rise,$i.!)e# i# "'er*"r%!/ T'e !#!)ysis6r"(essis&"#e i# ! %"s

("#.e#ie# !#& i&e!) 1!y i# "r&er" !."i& 1!se "*i%e !#& res"$r(es/ T'e !r-e 6"6$)!i"# is

e6e(e& " 6r".i&e !&&ii"#!) i#6$s.")$#!ri)y "r!s(ir($%s!#(es1!rr!#/ T'e 6r"(ess1i))

&" !1!y 1i' 'e ("%6)i(!e& 6r"(essi#- "*&!! si#(e 'e rese!r(' "#)y $ses'e ,$esi"##!ire

y6e "*s$r.ey/

T'e rese!r('er$ses'e 6r"(ess"*r!#s(ribi#- " be("%e &ire()y !(,$!i#e& 1i' 'e

i#*"r%!i"#-i.e# es6e(i!))y '"se 6r".i&e& by &"($%e#s *ie)& #"es


27/54

23

5/ D"es'e 6!6er)!ys&"1# !# iss$e "*i#eres " 'e re!&er

7/ D"es'e ".er!)) &esi-# "*'e 6!6er("#*"r% " s!#&!r& rese!r(' s$&ies

8/ Is'e s$b


28/54

24

T'e ("#(e6 "*re)i!bi)iy is#" "*"" %$(' ("#(er# s$66"se&)y si#(e 'e rese!r(' is

s"%e1'! )i%ie& i# s("6e 1i'"$ &e).i#- i#" 'e i#ri(!(ies"*("%6)i(!e& !#& s(ie#i*i(

%e!#s/ T'e rese!r(' &"essee0 " e6)!i# "r%!0e ! 'e"ry "$ "*'e %e'"&")"-y res$)s!b"$

-$erri))! %!r0ei#- si#(e i "#)y 6r".i&es! bir&seye .ie1"*1'! -$erri))! %!r0ei#- is!#&

'"1i i#*)$e#(es'e be'!.i"r"*("#s$%ersi# er%s"*b$yi#- 6r"&$(s/ I# -e#er!) 'e rese!r('

is


29/54

!&&resses1'e'erre6e!e& %e!s$re%e#s"r!ssess%e#s6r".i&e ! ("#sise# res$) -i.e# 'e

s!%e i#ii!) (ir($%s!#(es/ I# rese!r(' .!)i&iy '!s1" esse#i!) 6!rs i#er#!) !#& eer#!)/

I#er#!) .!)i&iy e#("%6!sses1'e'er'e res$)s"*'e s$&y e/-/ %e!# &i**ere#(e be1ee#

re!%e# !#& ("#r") -r"$6s!re )e-ii%!e be(!$se "*'e 1!y 'e -r"$6s1ere se)e(e& &!!

1!sre("r&e& "r!#!)ysis6er*"r%e&/ F"re!%6)e ! s$&y %!y '!.e 6""ri#er#!) .!)i&iy i*


30/54

25

esi#- 1!s#" 6er*"r%e& 'e s!%e 1!y i# re!%e# !#& ("#r") -r"$6s"ri*("#*"$#&i#-

.!ri!b)es1ere #" !(("$#e& *"ri# 'e s$&y &esi-# "r!#!)ysisH!#&)ey #/&// Eer#!)

.!)i&iy "*e# (!))e& -e#er!)i!bi)iy i#.").es1'e'er'e res$)s-i.e# by 'e s$&y !re

r!#s*er!b)e " "'er-r"$6si/e/ 6"6$)!i"#s"*i#eres L!s 42/

V!)i&iy (!# be ("rre)!e& !#& 6!ire& 1i' re)i!bi)iy i# '! b"' '!.e 'e s!%e 6$r6"se

"*("#*ir%i#- 'e i#e-riy "*'e rese!r(' %e'"&")"-ies$se& !s1e)) !s'e %!eri!)s!#&

i#*"r%!i"#"b!i#e& !#& i#e-r!e& i#'e rese!r('/ V!)i&iy esse#i!))y &e!)s1i' 'e

r$'*$)#ess "*'e i#*"r%!i"# !#& 'e res$)s"*i#er.ie1s s$r.eys!#& ess("#&$(e&/ T'e

.!)i&iy "*'e rese!r(' (!# be ese& by !#y"#e 1'" '!s! s!0e i# 'e s$&y "r1'"se i#eres i#

i *"r%s6!r "*'eire&$(!i"#!) &e.e)"6%e#/ T'e rese!r('erissi)) "b)i-e& " "bser.e 'e

re,$isie r$)esi# .!)i&!i#- !)) i#*"r%!i"# !#& &!! $se& " 6re.e# $#&esir!b)e ("#se,$e#(es

1'e# 'e rese!r(' ise.e#$!))y re.ie1e& by 6eers!#& "'eri#erese& s!0e'")&ers/

("1+ L)m)tat)ons

T'e rese!r(' is&"#e 1i'"$ 'e #ee& "*ee#si.e r!.e) !#& !&&ii"#!) *$#&s 'e

("%%"# )i%i!i"#s"*!)) *"r%s"*rese!r('/ I# !&&ii"# 'e rese!r(' is("#&$(e& "#)y i# !

6!ri($)!r("%%$#iy 1i' ! re6rese#!i.e 6"6$)!i"# &ee%e& s$**i(ie# *"rs(ie#i*i( re)i!bi)iy

!#& .!)i&iy/ H"1e.er 'e "#)y )i%i!i"# '! 1"$)& -re!)y !**e( 'e ("#&$( "*'e rese!r(' is

'e s"$r(i#- "*6!ri(i6!#s*"r'e &i**ere# %e'"&")"-iesi# 'e ("%%$#iy/ T'is%!y #" be

"" e&i"$s! 6r"(essb$ re,$ires! *"($s"*!e#i"# si#(e i (!# be i%e("#s$%i#- 1'i(' !)s"

)i%is'e 6eri"& "*("%6)ei#- 'e rese!r('/


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26

("1, T)mescale

2/ re.ie1!#& &r!* "*)ier!$re

4/ !-ree rese!r(' sr!e-y 1i' s$6er.is"r

5/ !-ree *"r%!) !((ess" "r-!#i!i"#s*"r("))e(i"# "*6ri%!ry &!!

7/ !&%i#iser,$esi"##!ire

8/ *i#!) ("))e(i"# "*,$esi"##!ire

:/ &!! !#!)ysis

=/ *i#!) 1rii#- "*6r"


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27

CHAPTER+FININ7SANANAL8SIS

+"1 Introd#ct)on

T'is('!6ere#&e!."$rs" !#s1er'e *i.e 8,$esi"#se!r)ier6"i#e& "$ i# C'!6er2

2 ?'! is-$erri))! %!r0ei#-

4 H"1is-$erri))! %!r0ei#- i%6)e%e#e&

5 T" 1'! &e-ree is("#s$%erb$yi#- be'!.i"$ri#*)$e#(e& by -$erri))! %!r0ei#-

7 H"1e**e(i.e is-$erri))! %!r0ei#- i# i#*)$e#(i#- ("#s$%ersb$yi#- be'!.i"r

8 ?'! is'e -$erri))! %!r0ei#- e('#i,$e $se& by C"(!(")!

+"' S#re&Res#lts

9$esi"# 8 7 5 4 2

A-ree%e# P)e!ses!ey"$r)e.e)"*!-ree%e#'!G$erri))!M!r0ei#-is.eryi%6"r!#!s!sr!e-y

Sr"#-)y

A-ree

.;/

T'e %!r-i#!)$i)iy 'e"ry "*.!)$e !ss$%es *irs '! 'e ("#s$%er!))"(!es'is)i%ie&

i#("%e s" !s" %!i%ie 'is$i)iy/ I !ss$%es se("#& '! 'e $i)iy "*s$((essi.e $#is"*!

-""& " ! ("#s$%er&e()i#es!s'e ,$!#iy 'e "b!i#si#(re!ses'e )!1"*&i%i#is'i#-

%!r-i#!) $i)iy/ T'e ("#s$%er1i)) 'e# 6$r('!se '! #$%ber"*$#is"*! -""& 3 s!y n$#is3

! 1'i(' 'e %!r-i#!) $i)iy 3 '! is 'e !&&ii"# " 'is"!) $i)iy *r"% ("#s$%i#- n$#is

r!'er'!# n-1$#is3 isb!)!#(e& !-!i#s 'e 6ri(e 'e %$s 6!y *"r! $#i "*'e -""&/ T'e

*"r%$)! 'e# e%er-es'! i# "r&er" %!i%ie 'is$i)iy 'e ("#s$%er%$s s" !))"(!e 'is

i#("%e be1ee# &i**ere# )i#es"*e6e#&i$re '! 'e re$r# i# $i)iy *r"% 'e )!s "r%!r-i#!)

$#i "*%"#ey i#("%e s6e# i# e!(' )i#e %$s be 'e s!%e/ T'! is"&!y '! 'e r!i" "*'is


34/54

29

%!r-i#!) $i)iy " 'e 6ri(e is'e s!%e *"re!(' y6e "*-""&/ S" ! ("#s$%erise%6e& "

s!is*y 'is$i)iy by ('""si#- *r"% !%"#- 'e !)er#!i.es6r".i&e& by -$erri))! %!r0ei#-/

T'e ("#(e6 "*$i)iy 1!ss""# (rii(ie& !s#"#%e!s$r!b)e !#& !s i# !#y (!se

$##e(ess!ry*"r'e !#!)ysis"*("#s$%ers&e%!#&/ A)'"$-' i 1!sre!i#e& by s"%e

e("#"%iss i 1!s-r!&$!))y re6)!(e& *"r"'erby !# !#!)ysisb!se& "# 'e i#&i**ere#(e ($r.e

e('#i,$e/ M!r-i#!)$i)iy !#!)ysis 1i' ise,$i%!r-i#!) *"r%$)! *"r'e %!i%i!i"# "*

("#s$%ers$i)iy se 'e 6!er# *"r%$(' "*'e %i(r"e("#"%i( %!r-i#!) !#!)ysis/ T'e

%!r-i#!)6r"&$(i.iy !#!)ysis"*&isrib$i"# !#& 6r"&$(i"# )i0e 'e %!r-i#!)$i)iy 'e"ry "*

'e .!)$e "*("#s$%ers-""&s !66)ie& ! si%i)!r6!er# "*!#!)ysis" 'e 6ri(i#- "*'e *!("rs

"*6r"&$(i"#/ I si%i)!r)y s!re& by 6"s$)!i#- !# i#&i.i&$!) %!i%ii#- $#i 'e 6r"*i

%!i%ii#- *ir%/ Fr"% 'is!ss$%6i"# i &e&$(e& *"r%$)!s!(("r&i#- " 1'i(' 'e *ir% 1"$)&

6$r('!se 'e 'ree %!i# y6es"**!("rs"*6r"&$(i"# "r6r"&$(ers-""&s!#& ser.i(es3 )!b"r

)!#& !#& (!6i!)/ T'ey 'e"ry s!e& '! 'e *ir% 1"$)& 'ire $#is"*'e &i**ere# *!("rs$6 "

'e 6"i# 1'ere 'e e6e(e& %!r-i#!) 6r"&$( "*n$#is3 "r'e !&&ii"# " is"!) re.e#$e

*r"% e%6)"yi#- # $#isr!'er'!# n1$#is3 1"$)& be e,$!) " 'e !&&ii"#!) ("s "*'e nth

$#i "*'e *!("r/

T'e !#!)ysis"*'e *ir% is '"1e.er ("#si&er!b)y %"re ("%6)e '!# '! "*'e

'"$se'")& "r("#s$%er/ Firs 'e *ir% isb"' ! b$yer!#& ! se))er 1'i)e 'e ("#s$%eris i# 'is

r")e "#)y ! b$yer/ Se("#& 1'i)e 'e ("#s$%er36$r('!ser(!# -e#er!))y be !ss$%e& " be "#e "*

! )!r-e #$%ber"r1i' s%!)) #$%bers"*ri.!)s "re.e# '!.e ! %"#"6")y/ M"re".er 'e %!r0e

i# 1'i(' *ir%s"6er!e %!y &i**er1i&e)y i# re-!r& " 'e 0#"1)e&-e !#& %"bi)iy "*'e

6!ri(i6!#s !#& i# re-!r& " 'e '"%"-e#eiy "r&i**ere#i!i"# "*'e 6r"&$(s"*'e &i**ere#

*ir%sVr!#i(! 48/ A)) "*'ese ("#&ii"#s1i)) !**e( &e(isi.e)y 'e %!r0e 6r"(esses


35/54

30

6!ri($)!r)y i# er%s"*-$erri))! %!r0ei#-/ As'e 'e"ry &e.e)"6e& 'e #e"()!ssi(!) !#!)ysis"*

*ir%s!#& i#&$sries'!& " 1"r0 "$ %$(' %"re 6re(ise ()!ssi*i(!i"#s!#& &e*i#ii"#s"*y6es

"*%!r0es'!# 'e -e#er!) &isi#(i"# be1ee# br"!&)y ("%6eii.e ("#&ii"#s!#& %"#"6")y/

Fr"% 'e !))"(!i"# *"r%$)!s*"r'e $i)iy%!i%ii#- ("#s$%er!#& 'e 6r"*i

%!i%ii#- *ir% %!r0ei#- e("#"%i(s1e# "# " 'e 6r"b)e% "*'"1s"(iey s'"$)& !))"(!e is

s(!re res"$r(es" %!i%ie !--re-!e s"(i!) $i)iy "re("#"%i( 1e)*!re/ T'is)i#e "*i#,$iry '!s

("%e " be 0#"1# !s1e)*!re e("#"%i(s!*er'e %"#$%e#!) 1"r0 T'e E("#"%i(s"*?e)*!re

24by M!rs'!))s6$6i) !#& s$((ess"r! C!%bri&-e A/C/ Pi-"$/ Iss!ri#- 6"i# 1!s'e

!e%6 " 6r".e "r&is6r".e 'e ()!ssi(!) &"(ri#e "*'e -e#er!) be#e*i(e#(e "*("%6eii"# i#

'e e("#"%i( 1"r)&/ T'e %!r-i#!) !#!)ysis"*'e $i)iy%!i%ii#- ("#s$%ersee%e& "

6r".i&e ! 6"ssib)e b!sis*"r! %$(' %"re 6re(ise &e%"#sr!i"# i# 6$re)y e("#"%i( er%s "*'e

!&.!#!-es*ree ("%6eii"# Le.y ; Ge#&e)G$er%!# 424/

+"+ How)sg#err)llamarket)ng)m*lemented=

C"%6!#ies%!0e $se "*%"&er# e('#")"-y i##".!i.e !&.erisi#- !#& ($)$r!)

!ssi%i)!i"# i# i%6)e%e#i#- ! -$erri))! %!r0ei#- e('#i,$e/ M!r0ei#- ise.ery'i#- '! 1e &"

i# "r&er" s!is*y b$yer("#s$%ers#ee&s 1'i)e ! 'e s!%e i%e 1e $6-r!&e &"i#- b$si#ess/

G$erri))! %!r0ei#- is!)) '! !#& %$(' %"re/ I is'e $#("#.e#i"#!) !66r"!(' " %!r0ei#- i#

'e 1!y '! %!i%!) -"!)s!re re!('e& 1i' %i#i%!) %e!#s/ T'ere*"re i is!# $#("#.e#i"#!)

1!y "*re!('i#- ("#.e#i"#!) -"!)sT'r"$-' i "#e !s6ires" !(("%6)is' -re!er%!r0ei#-

e**e( 1i' *e1erres"$r(es/ Te)e.isi"# r!&i" !#& "'er("%%er(i!)s'!.e #"!b)y si#(e )"#- !-"

be("%e ! 6!r "*"$r)i*e s" '! 'ey i# ! 1!y re6rese# ! b!(0-r"$#& #"ise '! #"b"&y

#"i(es!#y%"re/


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A&.!#(e& s!)es%e# i# "r&er" !r!( !e#i"# "*6"e#i!) b$yers *i#& ! 1!y "$ i#

-$erri))! !(i(s/ D$e " s$(' 0i#& "*6r"%"i"# 'e !r-ee& %!r0e iss"%ei%es$#!1!re "*

bei#- !**e(e& by %!r0ei#-/ He#(e i is! 0i#& "*(".er %!r0ei#-/ I i#()$&es! #$%ber"*

&e(isi"#s!b"$ 1'i(' %!#y 6e"6)e "*e# !re# !1!re '! 'ey !re 6!r "*%!r0ei#- &"%!i#/

T'ese %!y i#()$&e b$yer6sy('")"-y ("#.ers!i"# "$*i 'e re)!i"#s'i6 " "#ese)* " ! b$yer

!#& " #!$re 'e 6)!(e i# s6!(e !#& i%e *"r% !#& (")"r"*'e 6r"&$( #!%e $#&ers!#&i#-

6)!##i#- 'e .is$!) 'e !$&i"ry 'e ("#s(i"$s!#& 'e $#("#s(i"$s !i%i#- !#& 'ii#- #"

%issi#- 'e "66"r$#iies ".er("%i#- "*6r"b)e%s !#& %"i.!i"# S6ry e !)/ 422//

A6ers"# '! ise#-!-e& i# -$erri))! %!r0ei#- ! -$erri))! %!r0eer"$-' " be (re!i.e

!#& " &e.e)"6 $#("#.e#i"#!) %e'"&s"*6r"%"i"#/ Hes'e %$s %!0e $se "*!)) 'is'er

("##e(i"#s 6r"*essi"#!) !s1e)) !s6ers"#!) !#& 'es'e '!s" e6)"re 'is'er("%6!#y !#&

6r"&$(si# "r&er" *i#& 'e s"$r(es"*6$b)i(iy/ S"%e *"r%s"*6$b)i(iy (!# be .ery ('e!6

1'i)e s"%e (!# be e.e# *ree "*('!r-e/ By $si#- -$erri))! !(i(s s%!)) ("%6!#ies!re !b)e "

!('ie.e 6$b)i(iy e!sier'!# 'e bi- ("%6!#ies/ T'isisbe(!$se 'e s%!)) ("%6!#ies!re ()"ser

" !# i#&i.i&$!) b$yer!#& 'e#(e !b)e " !( *!ser/

T'e -$erri))! %!r0ei#- isi# 'e *irs 6)!(e %e!# *"r

2/ s%!)) ("%6!#ies

4/ #e1("%6!#ies !#&

5/ (e)ebriy e#&"rse%e# Si).er! !#& A$s!& 47/

+", Tow%atdegree)scons#merb#&)ngbe%a)o#r)n$l#encedb&g#err)llamarket)ng=

I is#" e#"$-' " be %ere)y 6rese# "# 'e %!r0e #"r%ere)y be 6ri(e ("%6eii.e!#&

! 'e s!%e i%e " i-#"re 'e 0#"1)e&-e "*'e "&!ysb$yer!#& ("#s$%er *"r"#)y ! %"%e#

"*i#!e#i"# is!)) '! is#ee&e& " be r$# &"1# by 'e ("%6eii"#/ T'e %!#0i#& '!s#e.er


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bee# 6r"-ressi#- s" *!s !#& s")e)y ()!ssi(!) %e'"&s!#& e('#i,$es!re #" e#"$-' *"rs$((ess

!#y%"re/ ?'! iss!is*!("ry by "&!yss!#&!r&s!)re!&y "%"rr"1)"sesise&-e !#& be("%es

"bs")ee/ O#e '!s" s!y $6"&!e !#& !s6ire " 'e "6/ I# "r&er" s$((ee& i isi%6er!i.e "

6rese# ! ,$!)iy 6r"&$( *"r'ere is#" s$(' %!r0ei#- "r-$erri))! '! 1i)) ("#.i#(e ! b$yer"

6$r('!se ! &e*i(ie# 6r"&$( "rser.i(e %"re '!# "#e i%e/ B$yi#- be'!.i"ris6sy('")"-i(!) i#

#!$re si#(e i i#.").es! re!(i"# " s"%e'i#- '! 1"$)& s!is*y "#es1!#s!#& #ee&s/


38/54

Ass'"1# i# 'e *"re-"i#- *i-$re b$yi#- be'!.i"r'!ssi s!-es!#& "*'ese s!-es 'e

*irs *"$r!re 'e !-e#%e&i!e& 1'ere -$erri))! %!r0eers(!# !0e !&.!#!-e "* i# ("#.i#(i#-

("#s$%ers" b$y 'eir6r"&$(s !s*"))"1s 2Nee& I&e#i*i(!i"#J 4Pr"&$( Br"0eri#-J 5

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2/


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