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Erasmus Mundus Action 2

ATEI of Thessaloniki

Erasmus Mundus ACTION 2 Partnerships for Georgia, Armenia and Azerbaijan SGA Nr 2010 2368 / 001 001 EM Action 2 - Partnerships Research & study in Europe enriching educational environment in S. Caucasus Volume IV A collection of papers submitted by S. Caucasian researchers May 2014 Editor: Tania Kapiki ISBN 978 960 99253 3 4

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CONTENTS

CONTENTS 2 PREFACE 3 PART I 4 Papers of Doctorate research projects carried out in Greece

Chapter I Outline

Georgian Doctorate Students 5 Armenia Doctorate Students 5 Azerbaijani Doctorate Students 5 Unit 1: GEORGIAN DOCTORATE STUDENTS 6 Unit Outline 6 1.1.1 The Problem of Falsification of Citrus Juices and Methods of Its Detection 7 1.1.2 First Impressions and the order of provided information 10 1.1.3 Greek Societys attitude towards the English Language, Study on the Greek Students attitudes towards the English Language

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1.1.4 The impact of FDI on economy growth in case of Georgia 17 Unit 2: ARMENIAN DOCTORATE STUDENTS 24 Unit Outline 24 1.2.1 Health threats from heat index impacts (Thessaloniki Case) 25 1.2.2 Profiling users of high technology products and determining the Optimum Time Space between successive versions released in the market

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1.2.3 Innovation in cooperatives: the cooperative enterprise model in Armenia case study of the Federation of agricultural associations ULE of Armenia

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Unit 3: AZERBAIJANI DOCTORATE STUDENTS 45 Unit Outline 45 1.3.1 Robert Burtons Work The Anatomy of Melancholy; Its Literary & Philosophical Values in the English Literature

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1.3.2 Crossability of the triticale line ABDR with related wheat species 51 1.3.3 Some Characteristics of the Newly Obtained Constant Sweet Pepper 54 1.3.4 The national interest in international relations theory 58 PART II 62 Papers of Post- Doctorate fellows research carried out in Greece 62 Chapter II Outline 63 2.1.1 Atomic force microscopy in the study of cell membranes normal epithelium and adenocarcinoma cell of the large intestine

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2.1.2 Characterization of cotton varieties and hybrids using molecular markers 70 PART III 75 Papers of Doctorate research conducted in other European Partner Countries 75 Chapter III Outline 75 3.1.1 Analyses of communication barriers during consultation processes 76 PART IV 82 Papers by Academics and Post-Doctorate fellows accomplished in other European Partner Countries

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Chapter IV Outline 83 4.1 POST-DOCTORATE FELLOWS 4.1.1 Distance learning model development for tourizm and agritourizm 84 4.1.2 Survey of trade policy and export promotion in the European Union and implementation in Armenia

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PREFACE The Research and study in Europe enriching educational environment in S. Caucasus- Acollection of papers - Volume IV book was developed and written within the framework of the project Erasmus Mundus Action 2 Partnerships for Georgia, Armenia and Azerbaijan. Its production and publication was funded by the European Commission, Education, Audiovisual & Culture Executive Agency, Erasmus Mundus Programme. The book is divided into the following four parts: Part I includes the papers of research projects carried out in Greece by the Doctorate beneficiaries. Part I is further divided into 3 Units. Unit 1 concerns the papers of the Georgian Doctorate students, while the Unit 2 and Unit 3 include the papers of the Armenian and Azerbaijani Doctorate students, respectively. Part II contains the papers of research carried out in Greece by the Post-Doctorate fellows of all three countries of the Lot. Part III consists of papers prepared out of research projects conducted in the other European Partner Countries. These papers were submitted by Doctorate students. Finally, Part IV comprises papers by Academics and Post-Doctorate fellows accomplished in the other European Partner Countries. We believe that the EM Action 2 - Partnerships for Georgia, Armenia and Azerbaijan project has contributed towards the enhancement of the international cooperation capacity of Universities in S. Caucasus and has enabled beneficiaries to benefit linguistically, culturally and educationally from their studies in Europe. May this publication be the means for the multiplication of the project effects and the dissemination of the knowledge obtained through the research programmes. Moreover, it is hoped that this book will help future applicants, partners and researchers in order to take the decision to participate in international academic collaborations. Despite some constraints they might meet, the benefits for their academic and professional development are too many. In addition, the on-going communication, collaboration and friendship among the several stakeholders involved in the project, are the most wonderful results of the whole undertaking. I wish to extend sincere thanks for their contribution towards the publication of this book to Ms Agathi Karkalini and Ms Maria Panidou, who have gathered and classified the included research material. I would also like to point out that the contents and format of the papers, as well as the English language style and level, express exclusively the beneficiaries and their supervisors. Tania Kapiki Project Coordinator

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ERASMUS MUNDUS ACTION 2 - PARTNERSHIPS for GEORGIA, ARMENIA and AZERBAIJAN

PART I Papers of Doctorate research projects carried out

in Greece

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Chapter I Outline

Georgian Doctorate Students

Miranda Gorgiladze Sophiko Tskvitinidze Miranda Giorgashvili Margalita Shakarashvili Kristina Jganjgava Armenian Doctorate Students Stella Beglaryan Marianna Fidanyan Tigran Hakhnazaryan Azeri Doctorate Students Ulkar Kazimova Sabina Mehdiyeva Saida Sharifova

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Unit 1: GEORGIAN DOCTORATE STUDENTS

Unit Outline 1.1.1 The Problem of Falsification of Citrus Juices and Methods of Its Detection, by Miranda Gorgiladze and SophikoTskvitinidze (Shota Rustaveli State University) 1.1.2 First Impressions and the order of provided information, by Miranda Giorgashvili (Ivan Javakhishvili Tbilisi State University) 1.1.3 Greek Societys attitude towards the English Language, Study on the Greek Students attitudes towards the English Language, by Margalita Shakarashvili (Ivan Javakhishvili Tbilisi State University) 1.1.4 The impact of FDI on economy growth in case of Georgia by Kristina Jganjgava (Ivan JavakashviliTbilisi State University)

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1.1.1 The Problem of Falsification of Citrus Juices and Methods of Its Detection

Name Miranda Gorgiladze, Sophiko Tskvitinidze

Supervisor Dr Soultan Markopoulou

Home University Shota Rustaveli State University

Host University A.T.E.I of Thessaloniki

Abstract The identification of naturalness has a great significance in evaluating the quality of food products because the violation of naturalness is the same as falsification. There are various ways of falsifying food products: the alteration of expensive food products with cheaper ones, production of low food value products, changing recipe, misappropriation of trade names that misleads the consumer to estimate the food quality and variety. Key words: Naturalness, Falsification, Orange juice, Amine nitrogen, Number of Chloramines, Proline, Formolite number, Amino acid. Conclusions On the one hand, the technology of producing citrus juices is violated during the falsification that causes the plunder of state property and is considered as a criminal offence. On the other hand, the falsification of citrus juices may be related to inputting harmful substances for human organism into juices. For example, inputting tartaric acid or synthetic citric acid into citrus juices as well as various colouring agents, emulsifiers, synthetic amino acids and others, that causes the ecologically contaminated foodstuff production. The problem of falsification of citrus juices was first discussed publicly on international congress held in Catania in 1959. Since about 1960, a lot of data on falsification of citrus juices have appeared in special foreign literature. It should be mentioned here the scientific works of Kalvarono and Di Jiakomo (Italy), Primo and Royo (Spain), Benk and Koch (Germany), Vanderkuk and Iakoiama (USA), Keford and Chandler (Austria) [1]. The most widespread ways of citrus juices falsification may be divided as follows:

Adding substances of natural juices from outside (water, citric acid, ascorbic acid, etc); Adding the substances into juice that dont contain these substances; Adding other citrus juices.

The analytical methods of detection of the falsification may be divided into the 3 groups: The first group includes the quantitative determination of components characterized for the given juices. The second group includes the qualitative analysis methods those give opportunity to detect the foreign substances added in foodstuff; The third group includes the methods which give opportunity to detect the extract of other juices or peel added in the given juice. The initial form of citrus juices falsification was the dilution with sugar syrup and the addition of organic acids and colouring agents. Despite this, such kind of falsification is very primitive, it is impossible to discover it applying such modern methods as the gas-liquid chromatography. Therefore, it was essential to establish such characteristics of naturalness that would be impossible to discover.

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It should be noted that in many cases the falsifiers continually watch the scientific achievements in the field of falsification and look for the contradictory methods. It should be noted that the laboratory of juice factories is often equipped with the modern equipment. 20 employees work for the laboratory, among them 2-3 are the representatives of arbitrary service. Laboratory staff has developed so-called "circulars" that contain the limited amount of characteristics that are the juice. In any case, during the juice production, they check the meanings of these characteristics in order to determine the falsification of juice and point on the labels. If even one meaning of characteristics is not suitable to mentioned meaning on the label during checking juice, then we have the fact of violating the naturalness or falsification. There are different characteristics of citrus juice naturalness. For example, some researchers suggest the ration of izocitric acid and citric acid to discover the falsification. It is estimated that composition of natural juices consists of izocitric acid and its existence in the juice points on the usage of synthetic citric acid. It is established that the ratio of citric acid and izocitric acid is invariable and equals to 200 [2-4]. The nitrogenous compounds are into the composition of citrus juices. Their content consists of 10 % of the soluble substances. It should be mentioned the amino acids, proteins, amines and amides among the nitrogenous substances. The soluble amino acids are very significant among the major nitrogenous substances. The determination of total nitrogen with the usage of Keldal method contains the abovementioned components and the quantitative index of juice is characterized with it. The study of amino acids has got a special meaning for controlling of the citrus juices. A number of works has been dedicated for studying this issue /5-7/. Nowadays, the formolite number (amino nitrogen) is widely used. It is considered by the majority of authors that formal number is not sufficient to establish the falsification. Therefore they suggest conducting the typical chromatography of amino acids with the formal number [8-13]. Proline is one of the significant amino acids. Some of the authors suggest the ratio of proline and formaline for the discovery of falsification during the process of quality assessment of citrus. Dilution of juices with water and citric acid reduces the content of proline and formaline, but it cant change their ratio [14-17]. The ash content and sugarless extraction belong to a generally accepted indicator of the quality of juices [18]. The ratio of potassium and sodium is also used because of the content of natrium is 20-50 times higher in the artificially produced juices than in natural juices. Besides this, nonexistence of potassium is characterized with the synthetic juices. As it is known, the cheapest and simplest method of citrus juice falsification is to add water into juice. Consequently, the content of organic part of juice is reduced and inorganic or mineral part is increased. Hereby, the addition of water is determined by using of its mineral components which are composed of large quantities of water content, but their content is minimal in citrus juices [9-12]. As mentioned above, one of the ways of falsification is to use the extraction of peel. The peel extraction contains the some amounts of soluble dry substances that are similar to the juice of dry substances with chemical composition and physical features. The peel extract supplementation is determined by specifying 1 vitamin, hesperedine and pectin. The high contents of pulp and pectin in small quantity indicate the falsification. It was also established that it is not feasible to determine carotene during the control of juice quality [23]. Ultraviolet absorption of juices and usage of spectra of radiation are discussed for discovering peel extract in juice. It is established that peel extract shows a weak visible absorption (465, 443, 425 nm) and stronger ultraviolet absorption (325,280 and 245 nm) than natural juice does [24-28]. Number of chloramines belongs to one of the characteristics of the juice naturalness. It contains phenolic and other easily corrosive components. This does not include organic acids and sugars [29.30]. Some of the authors used microbiological methods for discovering falsification [31-32]. It is established that supplementation of seed plants juices or grapes juices into the citrus juices may be discovered according to the content of leikoantocyanes or tartaric acids. It is estimated

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that orange juices dont include leikoantocyanes, their content in apple juice ranges from 100-400mg/dm3, in grape juice it ranges from 200 to 300 mg/dm3 [33]. The variation coefficients, standard deviation, limited meanings of components of juice are used to determine the citrus juice quality. Some authors dont agree the determination of only minimal or maximal meanings of juice components. They underline that these data are not only insufficient, but in most cases it is incorrect because if they are changed in large extent with dilution of juices 1:1, then their meanings, without inputting any synthetic additives from outside, will be inputted into the limited frontiers of meanings. In this case the falsified juice may be considered as natural. Hereby, the authors offer the determination of equality index of juice with limited meanings [34-37]. Currently, the equations are being developed that are characterized for the composition of citrus juices. The main objective is to develop such equations which will be useful for identifying falsification [38-44]. We have developed the methods of determination of tangerine juice naturalness [45]. Where the total and amino nitrogen and their ratio, ash content, its alkalinity, the number of chloramines, massive concentration of proline are used as characteristics of naturalness. These characteristics satisfy all requests towards the characteristics of naturalness. They have a low coefficient of variation: they are thermostable, are slightly changed during juice processing and storage, with dependence on the conditions of soil-climate. All parameters, besides proline, are changed during the process of maturing. The content of proline increases during the process of fruit maturing. It is determined how the formal number is in tangerine juice changed with supplementation of amino acid [46]. The spectrophotometric method of analysis has been developed for discovering of additives in tangerine juice [47]. The linear regressive models of tangerine juice composition have been developed on the base of the multiple correlation analysis method and also statistic test of their usage has been developed. It is possible to determine the naturalness of fresh juice and falsified juice by using it if the meanings of control characteristics are within the limits of their natural fluctuation [48].

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1.1.2 First Impressions and the order of provided information

Name Miranda Giorgashvili

Supervisor Aikaterini Sousamidou

Home University Ivan Javakhishvili Tbilisi State University

Host University A.T.E.I of Thessaloniki

Abstract Given paper concerns the question of first impression and its underlying cognitive mechanisms. It discusses two main models of social impression and then sets the hypothesis for the future research in first impression. Stating assumptions and providing certain experimental design, the paper tries to provides rationally planned research project, which aims to disprove an inevitability of stereotypic thinking and explore the influence of order of provided information on stereotypic thinking. Key-Words: information processing, category based processing, piecemeal processing, individuating information, inherited and emergent attributes. Introduction Proceeding from the richness of social world and humans limited cognitive capacity social psychologists have long been concerned with the mechanisms of social perception. How do people understand other individuals in the course of everyday life (Augoustinos, Walker and Donaghue, 2006) was the main questions that have been challenged in social cognition. The answer for given question has been found in the notation of stereotyping and categorization, which has been regarded humans most effective cognitive tool for understanding the world and others. The notion implies the process which is automatic, time and energy saving and thus unconditionally automatic. In whole, because of being fast and rich in provided inferences about perceived target, categorization (or stereotyping) is regarded to be very effective process in its nature, which remains to be the main cognitive mode of humans thinking. Contrary to categorization there is another concept, which denotes controlled, time and energy consuming information processing type. It is called attribute based or data driven processing. Given type of social information processing is mostly based on the targets individual and unique characteristics, rather then inferences generalized on target basing on the social group he belongs to; this last process usually takes place during stereotyping or categorization. In short, person is perceived with his unique individual characteristics, rather then as the regular member of his group, to whom groups stereotypic characteristics are assigned automatically. Basing on the given modes of information processing, several theories have emerged. Among them are continuum model and Parallel Constraint Satisfaction Theory (PCST). Stemming from the different assumptions about the dominance of category activation, they provide different cognitive mechanisms underlying the first impression. According to Continuum model social information processing can be conceptualized as a continuum moving from category based processing to a more individuating, data-based processing. Extreme sides of continuum denote primarily stereotypic or primarily attribute based processes, while the middle range corresponds to activation of both processes simultaneously. Activation of each part of the continuum depends on the external informational conditions, namely: easily

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categorized targets are hypothesized to elicit relatively category-based processes, while not easily categorized targets are hypothesized to elicit relatively attribute-based processes (Fiske, Neuberg, Beattie, Milberg, 1987). Regardless of the fact the given model includes both types of processing, it assigns the dominance primarily to categorization rather then to attribute based processing. Model implies, that individuating processing takes place only when and if categorization of given target fails. Thus categorization is regarded to be always initial step of perception. In response to continuum model, PCST assumes that stereotypes and individuating information are processed simultaneously, rather then serially. During their activation, they in parallel restrain each others meaning and in the end jointly affect final impression. Proceeding from this, categorization is not regarded to be a dominant process. Rather it is assumed that both types of processing are equally important for final impression. The only factor that determines the dominance of either mode of impression, is the factor of order. In other wards, the model assume that when categorical information is perceives first, only in this conditions it can dominate over individuating information, while when there is an opposite order condition, then individuating information dominates over categorization. Proceeding form the fact that PCST is a theoretical modeling program, which has not been tested experimentally yet, we decide to test its assumption concerning the impact of provided informational order.

Topic Description & Analysis

Main Hypothesis and Experimental Plan Basing on the assumption of PCST we hypothesize that categorical perception, which is believed to be so much automatic and dominant type of processing, may be mediated by the factor of order of provided information. It is expected that under the conditions when clear individuating information is perceived first and category relevant information second, individuating information must dominate over categories in final impression. Contrary to this, the final impression is expected to be mostly stereotypic when perception of categories precedes perception of individuating information . In order to test the hypothesis, we propose to provide one the same information in five different order conditions. condition 1 and 5 :only one of the types of information is provided (only categorical or only individuating); condition 3: when both of the types of information are provided together - equal condition. condition 2: categorical information in provided first and individuating information second. condition 4: individuating information is provided first and categorical information second. Information in each condition is provided vie photos. In particular: 1st and 5th order conditions contain photos which clearly depict only categorical and only individuating information. In the middle 3rd condition, both kinds of information are provided together within one photo. In 2nd and 4th conditions each type of information is presented vie separate photos, though applying certain order sequence during their presentation both types of information are perceived together. By warring the order of provided information, it is assume to find certain differences in received final impressions. Particularly we hypothesize, that proposed differences will be revealed in the different level of inhibitions and excitations in the cognitive net of associations. In other words, it is expect that if order of provided information in fact influence the final impression, then in the 1st and 5th conditions provided impressions must be totally based on the associations or inferences form only categorical and only individuating information (or photos). In the 3rd condition it is expected to found impressions based on the associations of both types of information equally, in this regard it is assumed that there must be less inherited attributes (associations which are related to each type of information) and more emergent inferences (that are created by merging associations from inconsistently provided two types of information). Contrary to these, in the 2nd

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condition it is expect to find impressions mostly based on the inferences inherited from categorical information, while in the 4th conditions impression must be based mostly on inferences inherited from individuating information. Sub hypothesis and Pilot Studies Stemming from the purpose of the main experiment, it is important to have photos which convey indeed individuating and categorical information, in the manner as it is required in each condition. For the given purpose we set two pilot studies which test two important hypothesis: Pilot study 1- it is expect that behavior does not always serve as the source for an individuating information. We hypothesis that when behavior is presented alone, apart from inconsistent categorical information, it activates person category, which is based on the certain trait characteristic conveyed by the behavior. Contrary to this when behavior is presented with additional categorical information in an inconsistent manner, then it indeed serves as individuating information. This question has never been directly explored in previous researches. Pilot study 2 it is hypothesis that individuating information can be provided not only by behavior, but also by certain physical representations, that may be called static (not behavioral) attributes. In short it is expected, that these attributes can also activate attribute based processing. Static characteristics imply the cases when there is no behavior presented and the information about the person can only be picked from the cloth, hair cut and accessories. Proposing given hypothesis, we understand that certain exclusions within mentioned static characteristics will also take place. Conclusions Given paper, proposes a plan for research, that is aimed to prove the influence of certain factor, such as order, that constrains the automaticity of stereotypic thinking. Making certain predictions and proposing specific methodology, we hope to set the experiment in a right way, so that make a right measurement and not mixe with the factors.

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1.1.3 Greek Societys attitude towards the English Language, Study on the Greek Students attitudes towards the English Language

Name Margalita Shakarashvili

Supervisor Anna Chatzitheodorou

Home University Iv. Javakashvili Tibilisi State University

Host University Aristotle University of Thessaloniki

Abstract The paper identifies and analyses Greek students attitudes towards English language in educational and career contexts. Paper builds on the research data conducted in Thessaloniki (Greece) that involved research participants (students) from two public universities. The purpose of the research was to provide research based data on the characteristics of English language spread in Greece on the specific segment of society students. Research explored students reasons for studying English and factors shaping their attitudes. Research results presented in the paper reveal that Greek students attitudes towards English language are overwhelmingly instrumental and pragmatic: determined and driven by the academic and career opportunities. Key words: English language spread, language attitude, language repertoire Introduction The modern world undergoes rapid political, socio-economic and technologic development that has changed the needs of international linguistic market (Bourdieu, 1979) and turned international linguistic tide (Wardhaugh, 1987) in favor of the English language. Today English implies access to opportunities and is viewed as a major link-language (Conrad and Fishman 1977: 56). It is a language of diplomacy, the predominant language at which mail is written, the principal language of aviation and of radio broadcasting, the first language of nearly 300 million people and additional language of perhaps that many more (ibid.). The changed international linguistic market has posed new demands for the society that determined new social needs for language repertoire (Fishman): knowledge of English language. Hence, state education and language policy of non - English speaking countries have been shaped to meet the social needs: to equip their citizens with the English language. Although the state is capable of increasing advantages or decreasing disadvantages of the particular language for individuals through implementing language policies, in the long run it is each individual who must decide for himself or herself what to do (Wardhaugh, 1992). 1.2. Research focus, questions and hypothesis The present paper examines: a) Greek students attitudes towards English in educational and career contexts b) factors shaping students attitudes towards English. The research builds on the combination of qualitative and quantitative research methods to obtain the data best meeting the research focus, to provide answers to research questions and to examine the hypothesis below:

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Research questions: a. What are students attitudes towards the English language in Greece? b. What are the factors shaping Greek students attitudes towards English? Hypotheses: a. There is a value-free (Wardhaugh 1987) view of English in Georgia and Greece i.e. it is viewed just as a language of opportunity and wider communication not as a language of power b. Greek students attitude towards English is instrumental (i.e. English is viewed as a means for attaining certain career, educational or financial goals) 1.3. Research Methodology The data for the research project were collected via quantitative and qualitative data collection instruments: questionnaire and in-depth interviews. The research took place in Thessaloniki (Greece). Research participants were students of 2 public universities of Thessaloniki: Aristotle University of Thessaloniki and University of Macedonia (50 respondents in total). Students attitudes towards English were identified through analysis of obtained data through the questionnaires (40 respondents) and in-depth interviews (10 respondents). 2. Literature review 2.1. English language spread Wardhaugh accounts uniqueness of English language spread to its association with the ideas of progress and modernity (especially among youth) and distinguished features and threats it poses for the national languages: International linguistic tide has returned in favor of English.No other language has ever spread so far and so wide. No other language has ever had the influence in/on world affairs that English has today. Munat (2006) defines the scope of English as the language of air and maritime navigation, internet and diplomacy, international scientific exchange and world-wide media. 2.2. Educational reason for English language spread Lewis (1982) viewed educational factor of language spread as one of the clusters of factors subsumed under the concept of modernization. Educational development is also considered a one of the major force of English spread (1977, p6). Melvin J. Fox (1979: 8-23) suggests several reasons why the trend for English to be the language most used for communication throughout the world (Ferguson 1978) is irreversible for the foreseeable future. Fox views the use of language as the language of the higher education and its massive expansion at the base of the educational pyramid as one of the decisive reasons for its spread. Education related area that provides significant evidence of the increased expansion of English can be found in publishing. Comparing English to French Fishman with his colleagues found out that English book production is nearly double that of French in non-mother tongue countries in Europe, Latin America, and even in Africa. Thus, English continues to be the most viable language though which ideas may be presented to a worldwide audience through published products/books, magazines (Fishman. 1977). 2.3. Language Attitude Different terms have been coined reflecting the attitudes towards the spread of English and its influence. Kachru (1982) sees English language as a loaded gun because of its power that goes beyond linguistics and involves history, sociology, attitude studies, politics and economics. Phillipson (1992) defines the dominance of English as Linguistic Imperialism. On the contrary, Cooper (1979) claims that language can

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spread without necessarily threatening another. When a population adds a new function e.g. literacy, liturgy or contact with a given group-it can add a language to its repertoire without the new language necessarily replacing another. Brown (2001) compares students who study English to the proverbial horse running after the carrot and brings forward external drives determining their endeavors praise, gold stars, grades, certificates, diplomas, scholarships, careers, financial independence, and ultimately happiness (2001, p.73).Gardner (1985) singles out two kinds of attitudes/orientation: instrumental (desire to learn a second language in order to attain certain career, educational or financial goals), and integrative (desire to learn language stemming from a positive affect towards a community of its speakers) The Value-free view of English in the world and neutrality of English are often singled out as one of the major reasons for its wide expansion and pace of spread. English belongs to no one. It is a world language with no single proprietor. It is associated with all kinds and colors of people and with different political, social, cultural and religious systems. Nor it is tied to a particular view of the world or a particular culture (Wardhaugh, 1987). 3. Data Analysis and Findings The major data collection instrument was a questionnaire which consisted of four parts. The first part provided demographic information about the participants and included questions about the participants background: age, gender, university academic semester. The second part consisted of statements about their perception of English in educational and career context. This part comprised of 2 sections: a) closed ended questions b) students explanations to their responses. Thus, closed-ended questions provided quantitative data while qualitative data was obtained from the open ended items of the questionnaire were students provided explanations of their responses to the closed ended questions. In addition, in-depth interviews were conducted with 10 students of the same universities. According to the factor analysis of the responses questionnaire statements were categorized into 2 factors that formed two research foci: Students attitude towards English in educational context and students attitude towards English in the career context. 3.1. Analysis of closed ended responses 9.8% of respondents considered English as a priority language for obtaining a higher education and found it best for their career. Students preferred enrolment in the university abroad where the language of instruction is English than graduating from the universities in Greece no matter whether the language of instruction is Greek or English. Only 0.2% found Greek important for receiving a higher education. English was viewed as priority language for career by 9.9% of respondents. These respondents preferred graduating from the university abroad where the language of instruction is English rather than graduating from the university in Greece where the language of instruction is either Greek or English. 3.2. Analysis of students explanations Findings from the students explanations provided in the questionnaire indicate that students are fully aware of the benefits that the knowledge of English brings in terms of job opportunities, academic development and career perspectives. Respondents explained their responses by noting that obtaining education abroad, at the university where the language of instruction is English, would give them more opportunities to get a job not only in their home country but also in other countries.

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Receiving education abroad in English was seen as guarantee for more career opportunities both in Greece and abroad. 1 % considers Greek the most important for education by explaining that Greek is a state language and as Greek citizens they must get education in Greek Mainstream explanations expressed by students: Receiving education in English has a better reputation across the globe, so my chances of a better career are better In Greece it is easier to find a job for somebody who has done his/her studies abroad in English I'm living in Greece so I need the Greek language for my education and the English language for more opportunities such as a masters degree at a university abroad or a job Its very important to know English in order to communicate with other people. I need Greek because I live in Greece. Knowledge of English enables me to follow up-to-date publications regarding my profession. 3.3Analysis of interviews Students emphasized the pragmatic value of English language knowledge. Pragmatic benefits-a good job, career opportunities, and academic studies -were frequently mentioned as major motives for studying English. In addition to the importance of English for academic and career reasons students noted its role as a medium of communication with the wider community. Conclusions Study revealed that reasons for studying English are overwhelmingly instrumental and pragmatic ones. Obtaining education in English is viewed as a precondition for raising chances of employability both on Greek and international labor markets. Research results showed that English language is a preferred language for receiving a higher education. In contrast, students do not consider receiving education in Greek as a prerequisite for academic and career success. Provided explanations explored instrumental orientation of the respondents. The responses are similar as they all claim that knowledge of English language would bring along several opportunities including a good job, a respected career, prestige. Thus, Greek students have a value free, instrumental and pragmatic attitude towards English and see it as a language that provides access to opportunities and academic development.

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1.1.4 The impact of FDI on economy growth in case of Georgia

Name Kristina Jganjgava

Supervisor Dr Christos Sarmaniotis

Home University Iv. Javakashvili Tibilisi State University

Host University A.T.E.I of Thessaloniki

Abstract

In this paper we investigate the relationship between foreign direct investment and economic growth. A large volume of econometric literature showed, that there was a direct relation between FDI and economic growth not just for the developed countries, but also for most of the developing countries. This paper adds to the literature by analyzing the existence and nature of these relationships. We demonstrate that foreign direct investment lead to the increase in Gross Domestic Product. The study focuses on the FDI-led growth hypothesis in the case of Georgia and based on time series data from 1997 to 2010. Georgia offers attractive investment opportunities for foreign investors and has adopted a number of policies to attract foreign direct investment into the country. Georgia is characterized as an open economy, which is actively integrating in the global market. Relationship between FDI and economy growth is tested by applying multiple regression models. The change in GDP is taken as dependent variable, while FDI and international trade are considered as independent variables. The estimation results show, that the overall model is significant and FDI is positively related to economic growth. As well, the impact of international trade on economy growth is found to be positive. INTRODUCTION Nowadays attraction of FDI is becoming increasingly important for developing countries. This is often based on the implicit assumption, that greater inflows of FDI will bring certain benefits to the countrys economy. According to Frindlay (Frindlay, R.,1978), FDI is a way to improve a countrys economic performance through the transmission effect of more advanced technologies introduced by multinationals. Multinational firms are often regarded as the more technologically developed firms. They implement FDI and in that way benefit from utilizing their assets and resources efficiently, while FDI recipients benefit from acquiring technologies and from getting involved in international production and trade networks (lipsey,R.,2003). According to the International Monetary Fund, direct investment reflects the aim of obtaining a lasting interest by a resident entity of one economy (direct investor) in an enterprise that is resident in another economy (the direct investment enterprise). The lasting interest implies the existence of a long-term relationship between the direct investor and the direct investment enterprise and a significant degree of influence on the management of the latter(Duce M.,2003). Attracting foreign investments is one of Georgias key priorities to promote sustainable economic development. The paper focus on the effectiveness of investment climate in Georgia after transition period and analyze the effect of global crisis on Georgias investment activity.

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AN OVERVIEW OF FDI POLICY IN GEORGIA Georgia was one of the first former Soviet republics to adopt market reforms on foreign investment. However, political instability has hampered efforts to attract capital from abroad. Oil and gas pipeline projects and expanded privatization sales promised to reverse this trend. Annual foreign direct investment (FDI) inflow swelled to $242.58 ml. in 1997 and reached $265.3 ml. in 1998(see table 1.1.) mainly due to work on the Baku-Supsa pipeline1 and on the Supsa terminal. Foreign capital flows fell to an annual average of 81.23 ml. in 1999. FDI were too small and amounted 330.89 ml. USD in 2003, but increased till 499.80 ml. USD in 2004. The largest investment in the Georgian economy and highest FDI inflow was in 2007- 2014.80 ml. USD, 19.8% more than in previous year. After this period investment decreased by 10.1% in 2008 and by 8.4% in 2009. The FDI in 2008 amounted 1 564 ml. USD while it has decreased and amounted 658.40 ml. in 2009. Georgia was eventually affected negatively by the global financial crisis due in 2008-2009. After the events of August 2008 ( South-Ossetian - Georgian war)2 significantly worsened the investment environment of the country. For example, the company Kazmunaigaz from Kazakhstan refused to invest 1 billion dollars, as well the American company Clear Stream Holding, canceled the already announced investment. The company had brought WI max frequency for 9 million 3 thousand Gels and had planned to provide wireless internet service (Narmania, D.,2009). However in 2010 the country saw a rapid recovery with FDI, it rose and amounted 814.50 ml.USD.

Table1.1. FDI trends during 1997-2010 Years FDI(ml.USD)

1997 242.58 1998 265.33 1999 81.23 2000 131.7 2001 109.93 2002 156.12

2003 330.89

2004 499.80

2005 449.80

2006 1190.40 2007 2014.80 2008 1564.00 2009 658.40 2010 814.50

Source: National statistics office in Georgia The global economic crisis caused a very deep depression in the countrys economy. Since it is not easy to revive the confidence of investors, especially under the global financial crisis, our government should apply the existent political mechanisms to insure risks. Georgia has 3 Free Industrial Zones (Kutaisi, Poti and Tbilisi), that offer incentives and opportunities to process, produce and export goods with a minimal tax burden. Firms can export goods free of trade barriers to global markets of more than 500 ml. consumers. With the introduction of Georgias 3 Free

1 The BakuSupsa Pipeline is an 833-kilometre long oil pipeline, which runs from the Sangachal Terminal near Baku to the Supsa terminal in Georgia. It transports oil from the Azeri-Chirag-Guneshli field. 2 South Ossetia War or Russian-Georgian War was an armed conflict in August 2008 between Georgia on one

side, and on another side Russia and separatist governments of South Ossetia .

19

Industrial Zones, many new investment opportunities can be expected in the following sectors for example: Textiles- Apparel Organic Fertilizers, Metallurgy, Heavy Machinery, Petrochemicals etc. The government established also 2 Free Touristic Zone: Kobuleti and Anaklia offering for investors unprecedented terms for the construction of hotels along the seaside, that has the best climate conditions. Georgia has a strategic location with its close proximity to Europe, Central Asia, Turkey and the Middle East, it stands as an attractive place for multinational companies to locate their manufacturing and production operations. The Georgian government has made a commitment to greater transparency and simplicity of regulation. Georgias fast paced economic reforms, which included new tax and custom codes, reduced the level of corruption and aggressive privatization and had created more attractive business climate, than it was in previous years (KbiltsetskllashiIi, T.,2010). Currently Country needs to apply new methods for the attraction of new investors. In this regard, it seems reasonable to grant Investors some of those privileges, including tax breaks, which can be enjoyed only by the investors operating under effective legislation in the free industrial zone, for a certain period and throughout the country. Moreover, special benefits should be offered to those investors who would invest their capital into export oriented industries and create new jobs. A liberal tax code, a strong legal framework to protect investors and the availability of strategic or natural resources,skilled workforce presents a solid platform for successful business in Georgia.

THE EFFECT OF FDI ON ECONOMY GROWTH Theoretically inflows of FDI have a potential for increasing the rate of economic growth in the host country. The role of FDI in promoting economic growth has been viewed differently under different economic growth theories. In neoclassical growth models Solow (Solow,1956) showed, that: the rates of saving and population growth (as exogenous factors), determine the steady-state level of income per capita. According to him, different countries reach different steady states, as saving and population growth rates vary across countries, Solow's model takes the rates of saving, population growth, and technological progress as an exogenous. According to neoclassical models of growth, with diminishing returns to physical capital and exogenous technological changes, FDI cannot affect the long-run growth rate. However FDI is considered as a growth-advancing if it affects technology positively and permanently In endogenous growth models FDI encourages the incorporation of new technologies in the production function of the host economy. FDI - related with technological spillovers, that offset the effects of diminishing returns to capital and keep the economy on a long-term growth path. Moreover, endogenous growth models in contrast of neoclasical models, imply, that FDI can promote long-run growth by augmenting the existing stock of knowledge in the host economy through labour training and skill acquisition (Borensztein et al., 1998). MNCs can have a positive impact on human capital in host countries through the training courses they provide to their subsidiaries, which influence most levels of employees. Research and development activities financed by MNCs also contribute to human capital in host countries and thus enable these economies to grow in the long term (Balasubramanyam et al. 1996). Industrialization theory of FDI represented by Hymer, (Hymer,1976) shifts attention away from neoclassical financial theory. In his view, FDI is more than a process by which assets are exchanged internationally. According to Hymer , FDI represents not simply a transfer of capital, but the transfer of a package capital". The transfer of a package contains capital, management and new technology, they are all combined. According to industrialization theory, FDI entails a cross-border transfer of resources including, process and product technology, managerial skills, marketing and distribution know-how as well human capital, that encourage economy growth in host countries. The relationship between growing FDI stock and economic growth has motivated a voluminous empirical literature and the positive effect of FDI inflow on host country's economic growth has been empirically confirmed by various studies, for example Borensztein E. De Gregorio J. and Lee

20

J.W (1998) examined the relationship of FDI and economic growth in developing countries. They showed that FDI allowed for transferring technology and for higher growth when the host country had a minimum threshold stock of human capital. Their results indicated also, that the main way, that FDI increases economic growth is by increasing technological progress, instead of increasing total capital accumulation in the host country. Jyun-Yi, Wu and Hsu Chin-Chiang (2008) examined the relation between FDI and economic growth by using regression analysis. The empirical analysis shows, that FDI alone play an ambiguous role in contributing to economic growth based on a sample of 62 countries covering the period from 1975 to 2000. Finding underlines, that initial GDP and human capital are important factor in explaining foreign investment. The result showed, that FDI has positive and significant impact on growth when host countries have better level of initial GDP and human capital. Alfaro L, Chanda A, sayek S, (2004) find the various links among FDI and GDP growth. They explore whether countries with better financial systems can exploit FDI more efficiently. Using cross-country data between 1975 and 1995 shows, that FDI alone plays an ambiguous role in contributing to economic growth, however countries with well developed financial markets gain significantly from FDI ,than countries with weak financial markets. Bengoa and Sanchez-Robles (2003) investigate the interplay between economic freedom, foreign direct investment (FDI) and economic growth using panel data analysis for a sample of 18 Latin American countries for 1970-1999. They conclude that economic freedom in the host country is a positive determinant of FDI inflows. However,the host country requires adequate human capital, economic stability and liberalized markets to benefit from long-term capital flows. Trevino and Upadhyaya (2003) find a comparable result, based on their study of five developing countries in Asia. They colcluded, that the positive impact of FDI on economic growth is greater in more open economies. RESEARCH METHODOLOGY Multiple Regression analysis was carried out using relevant econometric techniques and measured the impact of FDI flows on economic growth in Georgia. Relevant econometric tests such as coefficient of determination R-square, Standard error of coefficients, T-Statistics and F- ratio were carried out in order to assess the relative significance, desirability and reliability of model estimation parameters. The model consist of three variables: Foreign direct investment (Y), Gross domestic product (GDP) and International Trade (import+export). The estimated equation used in this empirical analysis is GDP= 0+ 1(FDI)+ 2(IT) 0>0 , 1>0, 2>0 Where, the coefficients 1, 2, show how much output responds to the changes in the Foreign direct investment and International Trade. Regression analysis estimated the conditional expectation of the dependent variable (GDP) given the independent variable (FDI) and International Trade (IT). Our method have been developed for robust regression, that involves correlated responses such as time series data (1997 2010).

21

Table:1.4. FDI and IT dynamics in 1997 2010 Yeras FDI(ml.USD) GDP(ml.USD) IT(ml.USD)

1997 242.58 3503.78 1239.50

1998 265.33 3487.57 1073.80

1999 81.23 2862.98 927.60

2000 131.7 3083.18 1033.40

2001 109.93 3239.80 1069.20

2002 156.12 3550.48 1140.40

2003 330.89 4020.69 1600.30

2004 499.80 5170.68 2461.20

2005 449.80 6411.00 3353.00

2006 1190.40 7761.70 4611.2

2007 2014.80 10171.90 644.30

2008 15664.00 12800.5 7796.9

2009 658.40 10767.1 5633.9

2010 814.50 11636.5 6731.4

Source: National statistics office in Georgia FDI, GDP and IT are measured in millions of USD in current prices. The main regression results indicate, that FDI has a positive overall effect on economic growth. Here is a summary of these three variables: Table:1.5. Case Summaries. GDP(ml.USD) FDI(ml.USD) IT(ml.USD)

Mean 5319.13 503.48 2808.08

Minimum 2862.98 31.23 544.30

Maximum 12800.50 2014.80 7796.90

Std.deviation 3606.72 587.51 2418.37

Regression results and interpretation are as follows: Table:1.6.

Dependent Variable: GDP Current Prices

Coefficients

95% CI

B Std.error T-statistics Lower bound

Upper bound

constant

1834.84

454.2633

4.039155

835.0133

2834.667

FDI

3.327037

0.537952

6.184632

2.143012

4.511062

IT 0.881912

0.130689

6.748174

0.594267

1.169556

Accordingly, we can write the following equation:

22

GDP= 1834.840+ 3.327(FDI) + 0.882(IT) Table1.7

Regression results and interpretation are as follows: Table:1.8. Coefficients

The coefficient for FDI is 3.327, that means, for every unit increase in FDI is predicted 3.3 point increase in GDP, coefficient is significant, because its p-value is 0.000. holding all other variables constant. For every unit increase in IT we expect 0.8 unit increase in GDP. The coefficient is statistically significant as its p-value of 0.000 is less than 0.05. Standardized =0.542 indicates, that if FDI increase by one std. deviation (587.51 ml.USD), consistently GDP increase by 0.54 std.deviation. Std.deviation for GDP is 3606.72(see table 1.5.) and this constitutes a change of 1954.84 (0.542 * 3606.72).Therefore, for every 587.51(ml.USD) more spent on FDI, an extra 1954.84 GDP can be accepted(when IT is constant). For IT standardized =0.591, it means, that if IT amount increase by one std.deviation GDP increase by 0.59 std.deviations. For IT std.deviation is 2418.37 (see table 1.5.) and so thats constitutes a change of 1429.25 (0.591*2418.37). Accordingly, if IT will rise an extra 0.59, than 1429.25 extra GDP can be expected (when FDI is constant)

Table 1.9. Model Summary

Dependent variable: GDP

Predictors: (Constant), FDI (Million dollar),FT(Mil.USD),

Sample (adjusted):1997-2010

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .966a .933 .921 1016.82141

ANOVAb

1,58E+08 2 78868426,07 76,281 ,000a

11373184 11 1033925,775

1,69E+08 13

Regression

Residual

Total

Model

1

Sum of

Squares df Mean Square F Sig.

Predictors: (Constant), IT, FDIa.

Dependent Variable: GDPb.

Coefficientsa

1834,840 454,263 4,039 ,002

3,327 ,538 ,542 6,185 ,000

,882 ,131 ,591 6,748 ,000

(Constant)

FDI

IT

Model

1

B Std. Error

Unstandardized

Coefficients

Beta

Standardized

Coefficients

t Sig.

Dependent Variable: GDPa.

23

Table 1.9. Model Summary

Dependent variable: GDP

Predictors: (Constant), FDI (Million dollar),FT(Mil.USD),

Sample (adjusted):1997-2010

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .966a .933 .921 1016.82141

a. Predictors: (Constant), FDI, IT

We used dependent variable GDP current prices, constant predictors FDI and IT in the model summary analysis. If FDI and IT is taken as an independent variable while denoting GDP as a dependent variable, the following results is obtained: according to the regression analysis, the goodness of fit R-squared is 0.933 meaning that approximately 93% of the variability explained by changes in FDI and IT, whereas - 6.7% - by other factors. In this case, the adjusted R-square 92% demonstrating a strong correlation between FDI, IT and GDP (based on the data of 1997-2010). As a result of the multiple regression analysis we can conclude , that FDI positively influences economic growth in Georgia and thus the increase in FDI inflows have immense importance for the economic prosperity of the country. Conclusions The objectives of this study were to explore empirically the relationship between FDI and economy growth in Georgia. Findings showed, that FDI in Georgia induces the positive economic growth. The increase in FDI inflows is key factor for the economic prosperity of our country. High GDP will increase employment and this will attract foreign investors to the country.The greatest importance, when talking about FDI inflows in Georgia, pertains to the existing investment climate, which is the major determinant of the amount of FDI, that flows into the country. However, recently Georgia has been hindered by political, financial and economic crises which lead slow economic growth in the countrys economy. In addition to the Russian war and some internal factors, global financial crisis contains more than enough risks (including threat of slowing down the growth of Georgias economy and threat of termination or reduction of investment flows) for Georgia to experience serious problems with respect to maintaining economic well-being.

24

Unit 2: ARMENIAN DOCTORATE STUDENTS

Unit Outline 1.2.1 Health threats from heat index impacts (Thessaloniki Case), by Stella Beglaryan (Institute of Organic Chemistry of the Scientific Technological Centre of Organic and Pharmaceutical Chemistry, National Academy of Science) 1.2.2 Profiling users of high technology products and determining the Optimum Time Space between successive versions released in the market, by Marianna Fidanyan (Yerevan State University) 1.2.3 Innovation in cooperatives: the cooperative enterprise model in Armenia case study of the Federation of agricultural associations ULE of Armenia, by Tigran Hakhnazaryan (Armenian State Agrarian University)

25

1.2.1 Health threats from heat index impacts (Thessaloniki Case)

Name Stella Beglaryan

Supervisor Apostolos Karteris

Home University Institute of Organic Chemistry of the Scientific Technological Centre of Organic and Pharmaceutical Chemistry, National Academy of Science

Host University A.T.E.I of Thessaloniki

Abstract Elevated temperature has been associated with morbidity and mortality in Greece. This study initially examined the association of high Heat Index values with hospital admissions data in the two most populated regions (Central Macedonia and Attica). By comparing received data from Central Macedonia with the most populated region of Attica, we could clearly observe that people in Central Macedonia suffer more from heat related diseases than in Attica. In addition, since humidity in Thessaloniki is higher than in other populated regions, questionnaires were completed in the center of Thessaloniki during hottest months (July and August) of the summer 2011, indicating, how comfortable people, with different personal characteristics, habits and health state felt under severe heat waves, about their willingness to be informed in advance about Heat Index recorded value, preventive measures and about sources of information they find useful. The survey indicated a lack of awareness and total absence of Heat Index value forecasts and preventive measures. Keywords: thermal discomfort; vulnerable groups; hospital admissions; population awareness INTRODUCTION The heat index (HI) is an apparent temperature felt by the human body due to the combined effects of temperature and humidity. Their apparent rise may cause bad or no body perspiration since the cooling effects of sweat are reduced as the humidity rises and human body is unable to cool itself naturally (Heat Index Information & Chart). When people are exposed to excess heat, cardiac output is increased in order to shift blood flow to subcutaneous areas, which facilitates heat loss. If too much blood is diverted, there is increased stress on the heart and lungs (Green et al). Various studies link meteorological variables with mortality and cardiovascular or respiratory morbidity (Daz et al. ; Hajat et al. ; Katsouyanni et al.; Kysel; Makie et al. ; McGregor ; Rusticucci et al.). Temperature and humidity are the most popular meteorological factors used to examine weather related effects. Vulnerable populations, such as the sick, young and elderly, have the highest mortality and risk of heat strokes during exercise in high temperatures(Pantavou et al.; Papanastasiou et al.; Vanos et al).

26

TABLE 1. Heat Index Chart.

Up to 29 C No discomfort From 30 to 34 C Slight discomfort sensation From 35 to 39 C Strong discomfort. Caution: limit the heaviest physical activities From 40 to 45 C Strong indisposition sensation. Danger: avoid efforts From 46 to 53 C Serious danger: stop all physical activities Over 54 C Death danger: imminent heatstroke

Nowadays most environmental scientists and weather forecasters use a popular HI chart, that is a combination of temperature (degrees Celsius) and relative humidity, and basic health related messages and preventive measures are all described by the HI chart(TABLE 1)(Di Cristo et al.; Heat and Discomfort Index; Understanding hot weather and its dangers(a)). The heat waves that affected Greece in July 1987 and July 1988, when over a thousand people died are considered in terms of the relative strain index. Thessaloniki suffered a little more and a little longer than Athens. In both months there were also serious health problems for those suffering from heart or lung complaints and for those, especially tourists, who were unprepared for the very high temperatures. Blistering summer heat waves can be not only extremely uncomfortable, but even deadly, as Europe learned during the summer of 2003. An extensive heat wave of exceptional intensity occurred in Greece at the end of July 2007(Giles et al.; Katavoutas et al.;WMO; Weather and our Physical Health; Thermal Comfort observations; Understanding hot weather and its dangers(b)). The city of Thessaloniki is a typical Mediterranean city with dense building construction, narrow streets, small parks and deep street canyons. This architectural form restricts the free air circulation and the Heat Island Phenomenon is very pronounced. During the three main warmer months (June, July and August) Discomfort, Distress and Failure conditions are very common during the daylight time. The most uncomfortable month is July, followed by August. Strong Discomfort condition for standard person starts when HI reaches 34C and higher(Balafoutis and Makrogiannis; Thessaloniki). In Figure 1 Thessaloniki Climate Guide to the Average Weather & Temperatures with Graphs Elucidating Sunshine and Rainfall Data & Information about Wind Speeds & Humidity is shown. As it is indicated in this Chart the warmest average max/ high temperature is 32 C in July & August. Mean relative humidity for an average year is recorded as 65.7% and on a monthly basis it ranges from 51% in July to 77% in December.

27

Figure 1. Thessaloniki, Greece Climate Graph (Altitude: 3m)

The goal of this study was to examine general HI related diseases trends in the two largest cities of Greece and observe closely outdoors users, especially in the Thessaloniki, that suffers more from high humidity and high temperature complex effect, to check their awareness and adaptation degree. Generally speaking building design, food and drinking habits, working hours (siesta), avoiding outdoors activities during the hottest time of the day, lowering metabolic rate, etc. are some examples of behavioral adaptation that reduces exposure to thermal stress, and heat-related mortality can be lessened. If acclimatization were perfect no adverse health effects of climate would be expected, but numerous publications ( Jendritzky and Tinz) report health impacts of climate indicating that societies are not able to adapt completely(The thermal environment of the human being on the global scale). 2. METHODOLOGY 2.1. Study Design and Data Analysis The methodology was chosen in a form of close format questionnaire, which was designed to record possible interrelationships among thermal comfort, age, gender, clothing, body size, race, smoking or alcohol drinking habits, medicine use, heat-related diseases and physical activity. 220 responses(from local dwellers, tourists, temporary residents) were gathered for more realistic assessment of Thermal Comfort, in the center of Thessaloniki, during hot months July and August 2011, between 9:30-18:30, when relative humidity was between 36-79% together with high temperature 32 -38C. These high values of temperature and humidity, which rise HI value over 35C, cause Strong Discomfort conditions during whole day, due to UHI effect. Close format questionnaire is presented in TABLE 2. It was designed to be filling out quickly in two languages, both in Greek and English.

28

TABLE 2. Close format questionnaire for identifying Thermal Comfort.

All data from questionnaires were inserted into Microsoft Office Excel 97-2003 Worksheet for data analysis. We were able to compare and do correlations, which helped us to make histograms, pie charts and very valuable correlations. By making such correlations we assessed how comfortable each person felt under unfavorable weather conditions, taking into account habits, personal characteristics, health conditions, etc. of individuals. 2.2. Hospital Admission Data Annually hospital admissions data were obtained for all regions of Greece from the National Statistical Office, from 2000 through 2007. This data set included regions of Greece (Attica, Central Macedonia, etc.), classifications of diseases, observing years, numbers of coming out patients. For our study we chose the second most populated region, which is Central Macedonia, because this regions is more affected by Urban Heat Island Effect(UHI), which increases the temperature in its urban area up to 12 C, and high values of relative humidity . The unit of observation for the analysis was the hospital admission; therefore a person could be included in the data set more than once. All hospital admissions in all regions during the study period of 2000-2007 were included in the study. Special attention was drawn to heat related diseases such as: cardiovascular diseases (International Classification of Diseases and Related Health Problems, 10th Revision [ICD-10] codes I00I99) and respiratory diseases ([ICD-10] codes J00J99), as well as we chose the number of admissions for neoplasms ([ICD-10] codes C00-D48) to show that heat related diseases have the highest morbidity. 3. RESULTS AND DISCUSSIONS 3.1. Factors Influencing Thermal Comfort During the summer hot days, as questionnaires were recording, individuals under 15 and over 56 were kept indoors for safety reasons (Figure 2). After data analysis the general assumption

Questionnaire #...

Date Time Temp. C Humidity Wind Speed

Water Vapor

Pressure

Place (Location)

1 Age Group 0-15 16-30 31-55 56-70 71-

2 Gender Male Female

3 Clothing Light Moderate Heavy

4Body Size

Small(S) Medium(M) Large(L) Extra Large(XL)

5 Race European Asian African

6 Smoker Yes No Passive

7 Alcohol Use Daily2-6 Times a

Week Once a Week Once a Month Never

8 Medicine Daily2-6 Times a

Week Once a Week Once a Month Never

9Respiratory

DiseasesYes No Not Sure

10Cardiovascular

DiseasesYes No Not Sure

11 Physical activities Daily2-6 Times a

Week Once a Week Once a Month Never

12 Time Spent

Outdoors Daily

Less Than an

Hour1-3 Hours 3-6 Hours 6-12 Hours 12 and More

13Current Thermal

ConditionComfort

Slight

DiscomfortDiscomfort Distress

14Information on

Dangerous Days

and Hours

TV Forecasts

TV

Adds/Short

Cartoons

Electronic

BannerInternet Other sources

29

is that an increase in thermal discomfort decreases the number of people present in a given area (city centre of Thessaloniki). Figure 2. Distribution Between Age, Gender and Thermal Comfort.

Figure 2 also represents how different age groups and genders feel under the similar weather conditions. It is evident that women in the middle age are slightly more sensitive to the heat than men, in contrast to the youngest ones, and elderly responders showed almost equal thermal sensitivity. Other factors, like: clothing, body size, race, smoking and alcohol consuming habits, medicine use, heat-related diseases, and regular physical activity, seems from the survey that can influence significantly the Thermal Comfort of individuals. A set of data after being processed is represented in Figures 3-5. Figure 3. Association between Respiratory Diseases and Thermal Comfort.

Figure 4. Association between Cardiovascular Diseases and Thermal Comfort

Figures 3 and 4 strongly indicate that, heat related diseases affect human thermal comfort significantly. People with Cardiovascular diseases (Figure 4) are more sensitive to the heat than those who suffer from Respiratory diseases (Figure 3). People with such diseases avoid staying outdoors during the summer, because severe weather conditions might be fatal for them. Thus, being informed in advance is very crucial for this group of individuals. Figure 5. Association between Physical Activity and Thermal Comfort.

Age and Gender Factors in Thermal Comfort Assessment

02468

1012141618

Mal

e

Fem

ale

Mal

e

Fem

ale

Mal

e

Fem

ale

Mal

e

Fem

ale

Mal

e

Fem

ale

under 15 16-30 31-55 56-70 71 and up

Age groups and gender

Num

ber

of Res

ponder

s

Comfort

Slight Discomfort

Discomfort

Distress

Respiratory Diseases and Thermal Comfort

0

10

20

30

40

50

60

70

Yes No Not Sure

Respiratory Diseases

Num

ber of

Res

pond

ers

Comfort

Slight Discomfort

Discomfort

Distress

Cardiovascular Diseases and Thermal Comfort

0

10

20

30

40

50

60

70

80

Yes No Not Sure

Cardiovascular Diseases

Num

ber

of Res

ponder

s

Comfort

Slight Discomfort

Discomfort

Distress

30

People who regular undertake physical activity can adapt faster to the changing weather. They are getting used to thermal stress during their exercises. People who are not physically active suffer from heat strain even when weather is not so extreme. People who never exercise feel Strong Discomfort and Distress during whole summer. Those responders who exercise daily or several times a week, most of the time feel Comfort and Slight Discomfort. This means that more attention must be paid to the creation of affordable sport complexes and recreational areas within the city so more people could be attracted by healthy style of life. Our 220 responders usually spent outdoors, in average, 6 hours per day during summer hot days and many of them are outdoors workers and have to stay for even a longer time. Tourists, who have limited time and want to stay outdoors as much as they able, - one of the most active outdoors users during summer. This group of people in a risk group, but they can avoid thermal discomfort sensation by being informed in advance and taking preventive measures.

Figure 6. Number of positive answers of 220 responders (it was allowed to pick more than one answer). Most people during the summer hot days avoid vigorous activities and increase the use of air-conditioning. Despite of gender, age, clothing, race, body volume, smoking habit, alcohol or medicine use, health conditions, physical activities, hours spent outdoors during hot days, almost all responders wished to learn more about Heat Index impacts on their health (Figure 5). Also they would like to be informed in advance about

dangerous hours with elevated HI, especially tourists, who have limited time and want to stay outdoors for many hours. Its crucial for construction workers, sportsmen, solders and many other people, who perform physical activities under unfavorable weather conditions for almost whole daytime. Finally the majority preferred to be informed through internet and TV forecasts (Figure 6). Summarizing all responses from all age groups we can see, that from 220 people we questioned on the central streets of Thessaloniki , 2/3 of whom were tourists, more than half were suffering from Thermal Discomfort and felt Distress as soon as they left indoor environment. Unlike tourists, local people quite informed about weather conditions in their region, and avoid staying outdoors for a long period. But almost all of them willing to be informed about HI value, in addition to temperature. 3.2. Hospitals Admission Data by Specific Regions and Diseases, During 2000-2007. A statistically significant association was found between HI values and the number of patients visiting emergency units of hospitals with symptoms probably influenced by atmospheric conditions. The number of emergencies may have been underestimated because many people trying to avoid hospitalization and receive a medical care at home.

Association Between Physical Activity and Thermal Comfort

0

5

10

15

20

25

30

35

40

Daily 2-6 Times a

Week

Once a

Week

Once a

Month

Never

Physical Activity

Nu

mb

er

of

Resp

on

ders

Comfort

Slight Discomfort

Discomfort

Distress

31

TABLE 3. Hospitals Discharge Data in Greece between 2000-2007.

Hospitals Discharge Data of Heat Related Diseases Compaired with Neoplastic Diseases, Categorized by Place of Residence between 2000-2007 Central Macedonia (Population over 1 874 214, 18.7%) Diagnosis 2000 2001 2002 2003 2004 2005 2006 2007 Cardiovascular Diseases 46 811 49 338 51 395 54 003 55 062 56 307 56 405 56 003 Respiratory Diseases 22 896 21 509 23 004 24 885 23 758 23 876 23 824 23 616 Neoplasms 29 285 32 400 33 262 37 329 38 485 38 595 37 173 39 221 Number of Hospital Admissions 299 480 311 385 330 298 348 859 354 499 358 101 363 106

374 409

Attica(Population over 3 756 607, 34.1%) Diagnosis 2000 2001 2002 2003 2004 2005 2006 2007 Cardiovascular Diseases 78 652 84 135 86 028 91 381 93 180 94 483 99 484

101 380

Respiratory Diseases 46 182 47 521 47 336 50 354 51 036 57 773 56 362 61 473 Neoplasms 56 100 60 264 63 236 68 392 68 687 73 076 77 148 82 827 Number of Hospital Admissions 559 466 585 377 596 588 619 876 653 817 688 971 707 224

737 084

All Regions of Greece (Population 11,030,250) Diagnosis 2000 2001 2002 2003 2004 2005 2006 2007 Cardiovascular Diseases 252 073 266 300 278 056 285 760 295 540 300 459 311 810 311 804 Respiratory Diseases 148 752 143 996 149 705 157 821 157 386 164 878 161 329 172 022 Neoplasms 160 179 172 103 182 619 199 149 203 126 210 171 214 034 223 919 Number of Hospital Admissions

1 755 137 1 803 330 1 879 581 1 940 512 2 036 052 2 086 517

2 123 818

2 181 270

In TABLE 3 hospitals discharge data for the years 2000-2007 are shown, as for all Greece and, particularly, for the region of Central Macedonia, compared with the most populated region of Attica. We chose the most affected by atmospheric environment diseases (Cardiovascular and Respiratory) and compared them with admission cases with neoplasms. For easy assessment we converted number of cases into percentage. The results are shown in Figure 8. Figure 7. Hospital Admissions with Heat Related Diseases Compared with Neoplasms in Central Macedonia for the period of 2000-2007.

Figure 8. Hospital Admissions with Heat Related Diseases Compared with Neoplasms in Attica for the period of 2000-2007.

Hospital Admissions(in Central Macedonia) of Heat

Related Diseases Compared with Neoplasms

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If we compare two Figures (7 and 8), we can see that more people suffer from heat related diseases in Central Macedonia than in Attica. Its not surprising, even though we know that the temperature during the summer is higher in Attica than in Central Macedonia. Since high HI (due to high humidity) contributes to the Thermal Discomfort, Central Macedonia has higher number of hospital admissions than Attica. Figures 7 and 8 show that the number of hospitals admissions with such diseases exceed number of admissions with even most deadly neoplasms and year by year this number is not decreases. All these sad consequences could be mitigated if this vulnerable group could be informed about dangerous days with high HI in time and about appropriate preventive measures they must undertake. Conclusions Heat Index health impacts need to be further studied in Greece. Furthermore global temperature rise requires enhanced protection of citizens and guests from HI health negative impacts. In this case, where we have different age groups, the complex flow of information will be an effective way of solving problem connected with awareness of general population and guests about HI values, and the most important, about preventive and urgent measures. Indeed there is a big gap in the weather broadcasting system in Greece, and that is because the local forecasters dont issue HI high value warnings, when it reaches 35 and above, when most people, even healthy ones, feel Strong Discomfort. Thus, a warning system is required. Finally, in the cities, such as Thessaloniki, a great attention should be paid not only to the Heat Index health warning system as a whole, but also to the HI advice messages and the way they are delivered should be adapted to the social and behavioral context for the target groups. The warnings should be targeted to the whole population, with special emphasis on the groups which are more vulnerable: families with small children elderly people ill people tourists (in several languages) people who have to work outdoors. In humid cities such as Thessaloniki, especially during the summer hot days, when we have many tourists from all over the World and most of them are not acclimatized to local weather conditions, the city center must be equipped with emergency rooms, water supplies, WCs. Many tourists were very concerned about lack of recreational areas in the city center of Thessaloniki.

Hospital Admissions (in Attica) of Heat Related

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1.2.2 Profiling users of high technology products and determining the Optimum Time Space between successive versions released in the market

Name Marianna Fidanyan

Supervisor Christos Sarmaniotis

Home University Yerevan State University

Host University A.T.E.I of Thessaloniki

Abstract

This paper focuses on the specific features of high tech products which might cause difficulties for high tech firms in winning the market. This necessitates the identification of that problems faced by high tech producers. The purpose of the research is to find out which are the main difficulties that consumers experience, using high technology products and what is the optimal time space between the current and modified versions appearance from the point of view of ordinary customers. Moreover, this study attempted to find out the gap between perceived and expected quality of the mentioned products. Personal interviews conducted with young people from Greece provided data to investigate mentioned problems using two high tech products i.e. smart phones and laptops. It was found that the majority of respondents the majority of respondents change their smart phones every 2-3 years, but expect for new version to appear in about a year and less. It was also discovered that the majority of respondents experience difficulties with the features of the products, especially with big variety of functions and complicated technical characteristics. The findings may also indicate that there are both positive and negative gaps between expected and perceived quality of the products, but the distance between them is still short

Keywords: High tech marketing, usage difficulties, optimal time space

Introduction High tech markets have some main features that differentiate them from more traditional markets and make the marketing of high tech products more complicated. Due to the differences that high tech products possess, compared to the traditional products, the marketing of high technologies is vastly different from marketing of consumer products (Yadav et al., 2006). This is why in a lot of high tech companies appear significant problems entering and taking over a market. Reasons of possible failure are emphasized in literature and many of them are deeply analyzed (Rosen et al., 1998). Marketers in high tech industries frequently need to balance product quality and time-to-market. This usually leads to rush to market even at the cost of quality, in order to gain an early advantage by building a target market of users. In this research we focused on two specific high tech products, i.e. smart phones and laptops.

The main goals of this study are:

To understand how the attitude towards high technology affects consumer purchase behaviour.

To determine the optimal time space for consumers between their purchase and modified versions appearance (for laptops and smart phones).

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To discover the main features of high tech products (smart phones and laptops) that are difficult for the customers.

To determine whether there is a gap between the expected and perceived quality of smart phones and laptops from the point of view of the customers.

In the rest of the paper there is a short literature review providing the up to date work done in the framework of consumers behavior towards high technology products. Secondly, the methodology followed is described. Next, the results and some discussion is made. At this part descriptive statistic and significance tests are provided as well as gap analysis. Finally, some conclusions and limitations of the work are depicted in the last section of the paper.

Literature review

The review of the literature reveals that one of the most important features of high tech products is that they are developed and replaced at a high rate. The importance of speed in high tech markets is driven by increasing competition and the continually evolving expectations of customers (Doyle and Saunders, 1985). This means that the improvement of existing technologies happens rapidly (Viardot, E., 2004).As a result of these dynamic market conditions high tech companies frequently rely on a product focus driven by innovations in technology rather than by the needs of the customer (Dugal and Schroeder ,1995). The very rapid introduction of new improved versions can make customers regret for their purchase and delay all new purchases, none of which are in the long-term interest of the producer (Schirtzinger, W.). Another problem in high tech marketing is that technological superiority alone doesnt ensure success for high tech firms, because in most cases high tech products, with a lot of technically advanced parameters created by professionals, are seen incomplete in the minds of ordinary customers (Schirtzinger, W.). Many researches show that customers prefer simpler product functionality and high tech companies that promise ease of use for complex products experience strong reactions from customers (Mohr et al., 2010).

In literature it is also found that demographic variables such as levels of income, socio economic status and education have direct influence on how technology is used amongst specific customer segments (Paul, 2002). Age remains a significant factor influencing the attitude of people towards high technology (Hill et al., 2008).Older customers try new technology only if it meets their specific needs, rather than because of its innovativeness. (Laukkanen et.al., 2007), also they base their purchasing decisions on emotional factors, while younger consumers make decisions based on existing factual, technical information (Wang and Cole, 2008).

Literature review findings also indicate that early adopters of innovative products are younger consumers with higher incomes and education, but unlike education, age and income are directly related to consumer innovativeness and new product adoption (Wang et. al., 2008).

Furthermore, high tech products sales are positively associated with performance of the product. However, despite the importance of product quality, there has been little consideration on perceptual quality as perceived by the user. Perceived quality it considers much more than the performance of the product. It is concerned with the overall experience the user has when purchasing and using provided products. (Papaioannou, et all., 2011). It is very important for the marketers to know their customers expectations as these expectations influence customers satisfaction. When expectations are met or exceeded, customers report higher levels of satisfaction (Jones et al., 2003). Thus, it is important to test the customers perceptions (actual experience) to see whether quality of two high tech products met, exceeded or followed the expectations.

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Methodology The authors used a structured questionnaire and data was collected through personal interviews. The sample consisted of young people in Greece. The sample included in total 200 questionnaires and all of them were used for the purposes of this research. The questionnaire was developed primarily using items from the literature and developing new questions aimed at achieving the main goals of the research. The items were measured by a Likert scale. Demographic variables such as gender, age, education and income were also included. In order to examine the attitude of the respondents towards high technology and find out whether our sample is technology oriented or not, some variables from the literature were used and modified (Papaioannou et al., 2010) using factor analysis and reliability analysis. These variables are named as design victim, technology oriented and technology victim regarding the customers. From the results of factor analysis and reliability analysis were rejected some items and some others remained in the variables. (AS1, AS2, AS3 see appendix I) consisted a design oriented variable. Cronbachs alph