SAJMS Vol. 5, No. 1, (Spring 2011)

ISSN 20742967
outh A
sian ournal J
of Management Sciences
Ayub Mehar
How Monetary Policy Affects Poverty: Nexus and Consequences
M.I. Subhani and Amber Osman

A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the
Packaged Milk Industry in Pakistan
Roshan A. Shaikh and Salman Zafar

Modeling a Robotic Perception Episode
Muhammad Tayyab Alam Bukhari and Muhammad Safdar

Construction and Validation of an Instrument to Measure the Attitude towards Science
IU Iqra University, Karachi-Pakistan

bi-annually
Amber Osman
Managing Editor
South Asian Journal of Management Sciences
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Editor-in-Chief
M.I. Subhani
EDITORIAL ADVISORY BOARD
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University
Nuzhat AHMED Director AERC, Karachi University Karachi, Pakistan
Syed Akif HASAN Registrar, Iqra University Karachi, Pakistan
Fazal HUSSAIN Professor, Pakistan Institute of Islamabad, Pakistan
Development Economics
Jawaid HUSSAIN Professor, Iqra University Karachi, Pakistan
Badar Alam IQBAL Chairman, Department of Commerce Aligarh, India
Aligarh Muslim University
Xiao Yin JIN Senior Scientist, Professor, Georgia Atlanta, U.S.A.
Institute of Technology
Prasenjit MAITI Professor, Indian Institute of Social Kolkata, India
Welfare and Business Management
Ayub MEHAR Professor, Iqra University Karachi, Pakistan
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Khawaja Amjad SAEED Principal, Hailey College of Banking Lahore, Pakistan
& Finance
eljko EVIC Professor, University of Glasgow Scotland, U.K.
Roshan SHAIKH` Director, AiSoft Inc., New York, U.S.A.
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A.R. ZAKI Chairman, Business Administration Karachi, Pakistan
Karachi University
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Volume 5, Number 1
Contents Spring 2011
Ayub Mehar 1-10

M.I. Subhani and Amber Osman 11-23

A Study on the Association between Brand Awareness and Consumer/Brand Loyalty
for the Packaged Milk Industry in Pakistan
Roshan A. Shaikh and Salman Zafar 24-32

Muhammad Tayyab Alam Bukhari and Muhammad Safdar 33-42

Vol. 5, No. 1, (Spring 2011) 1-10
How Monetary Policy Affects Poverty:

Nexus and Consequences
Ayub Mehar*
ABSTRACT
This case study provides some interesting insights and phenomena. It was observed
that how monetary policy badly affected the poverty situation in Pakistan. This study
covers three important aspects of the socio-economic changes in Pakistan in the
recent past. First, it describes the macroeconomic growth in the different political
regimes. Second aspect of the study is to assess the poverty levels in Pakistan. In this
part, this paper has compared the poverty in Pakistan with the selected countries
and trends over the period have also been shown. Third aspect of the study is to
identify the impact and contribution of monetary policy in poverty and income
distribution.
Key Words: Poverty line; Monetary policy; Interest rate; Spread; NPL
JEL Classification: E42; I42
Poverty: Changing Trends in Global Scenario:

World economic history had never witnessed such dramatic, rapid and military- free
revolutions, which were observed at the stage of global economy during the last fifteen years.
The fall of Soviet Union and its division into independent states, changes in the political
geography and systems in the Eastern Europe, the waves of mergers, acquisitions,
privatization, globalization, and liberalization in the world economies, heavy fluctuations in
the world stock markets, increasing number of liquidation and bankruptcy cases in the
corporate sector, dramatic increase in the levels of poverty and inequalities, increasing trend
* Corresponding authors email: ayubmehar@yahoo.com

* The material presented by the author does not necessarily portray the view point
of the editors and the management of Iqra University, Karachi.
SAJMS 2011, Published by Iqra University

Ayub Mehar
of unemployment, formation of the Euro currency zone and other economic unions, and the
clearly observable socio-political changes in Muslim World are those phenomena which have
been observed during the last two decades.
During the recent years the responsibility of economic development has largely been
shifted on corporate sector from the governmental agencies. The responsibilities of every
types of development are being shifted from bureaucrats to the technocrats. The political
roles and pressures of the armed forces, business leaders, international consultants, technocrats,
and community leaders are being re-shaped. In the present transitory condition, the role and
responsibilities of civil servants are also being changed. The financial markets experiences
in the Far Eastern and South American countries in recent past have shown that the problems
of corporate sector are not only the problems of investors, speculators and stockbrokers, but
are also the problems of a common man. The financial problems in corporate sector cannot
be segregated from the problems of unemployment, income distribution, poverty and
development.
In the present scenario, it seems that the poor are being virtually penalized for the end
of cold war. 'Globalization' is one of the prescriptions recommended by the builders of
macroeconomic-models to solve the problem of poverty. It is a common phenomenon in all
over the globe that all privileges and rights and positives of the globalization are only for
richer segment of the societies. The poor do not have power to utilize the facilities of education,
entertainments, information technology, migration, immigration and mobility. Immigration
and education are considered as modes of the reduction in poverty; they are creating further
gaps.
According to Fukuyaman (2005), the past two decades have seen the growth of what
is known as "rational choice" in political science, in which political scientists to seek to model
political behavior using the same mathematical tools (game theory, for the most past) used
by economists. Economists tend to believe that regularities in human behavior are universal
and invariant across different culture and societies. As a result, regional studies fell seriously
out of favor in the 1980s and 1990s (Fukuyaman, 2005). The socio-economic issues like
poverty, employment, inflation and inequalities have been discussed and analyzed with the
help of mathematical models and empirical testing tools. However, the global trends in
poverty, unemployment and income inequalities in recent past show the failure of uniform
and invariant economic modeling to solve the socio-economic issues. The study of macro
growth models in a limited vision is just a mathematical jugglery. There is an urgent need
to analyze those global problems in localized contexts.
Scope and Nature of the Study

In this short study an effort has been made to analyze the effect of monetary policies on
poverty in Pakistan. This case study provides some interesting insights and phenomena. In
a detailed study, it is concluded that poverty is a global problem and its causes and consequences
may also be uniform, however, its solution is always based on localized policies and mechanism.
Economic modeling and universal policies cannot reduce the poverty. Poverty as a globally
defined variable has been misunderstood because of the poverty measuring tools and
2 South Asian Journal of Management Sciences

mechanism. The prevailing tools to measure the poverty and inequality (including estimation
of poverty line, gini-coefficient, and number of persons earning less than $1) do not consider
the meaning of poverty in local scenario. To incorporate local scenario in defining the poverty,
one should always consider the adoption of those professions or works by the people which
are considered as 'inferior' or 'defamed' or 'bad people's activities' in a society. Begging,
prostitution, theft, burglary and financial corruption may be included in such activities. The
increasing number of people involved in such activities in a society is an indictor of the
increasing poverty level. Such activities or 'inferior professions' may vary from the society
to society (Mehar, 2009).
Macroeconomic Growth, Poverty and Monetary Policy in Pakistan: Is There a Linkage?

Macroeconomic indicators have been showing the significant improvement in the economy
of Pakistan in the recent past regime. The painful situation is that the effects of macroeconomic
growth have not been transferred to the lower income segment of the society. The economists
are agreed that increasing income and wealth inequalities are usual phenomena at the time
of take off stage of economic growth. The increasing inflation because of excess unplanned
demand of the commodities is also a temporary phenomenon of high-speed economic growth.
However, the absolute poverty can be avoided through economic policies.
It is notable that Keynesian school of thought in economics has been leading the
capitalist world during the cold war era in bipolar regime. Various kinds of subsidies, taxation
polices, protectionism, trade promotion through political agreements, demand-led business
strategies, bilateral trade agreements and trade negotiations were the strategic tools of
Keynesian economic policies. Now, in post Soviet regime, the capitalist world is again
moving towards the classical economic policies. Business competitiveness, knowledge
creating activities, business sophistication, comparative advantages, compliance and
standardization, corporate governance, CSR, professionalism and branding are the banners
of free trade regime. Survival of the fittest is the natural outcome of this system. Such supply-
side policies in globalization regime have changed the patterns of poverty and income
distribution.
Vol. 5, No. 1, (Spring 2011) 3

Ayub Mehar
Table 1:
Comparison of Economic Performance by Political Regimes
Macroeconomic Bhutto Zia Junejo Benazir Nawaz Benazir Nawaz Musharaf
Indicators (72-77) (77-85) (85-88) (88-90) (90-93) (93-96) (96-99) (00-08)
GDP Growth (%) 4.9 6.6 6.2 4.7 5.2 5 3.4 5.8
Inflation (%) 18 8.3 4.8 8.2 10.7 11.7 10.1 10.3
As % of GDP
Investment 16 18.1 18.6 18.8 19.9 18.8 17.3 21.6
Budget Deficit 7.3 6.8 8.3 7 8.1 5.9 5.8 4
External Debt 47.4 33.6 34.9 36.6 35.5 37.6 39.7 26.9
Current A/C Balance -6.4 -4.1 -3.5 -4.8 -4.7 -5 -4.8 -6.9
Table 2:
Key Macroeconomic Indicators (Growth %)
INDICATORS 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
(estimated)
-GDP 3.1 4.7 7.5 9 5.8 6.8 5.8 6.5
-Agriculture 0.1 4.1 2.4 6.5 6.3 3.7 1.5 4
-Manufacturing 4.5 6.9 14 15.5 8.7 8.2 5.4 8.5
-Services 4.8 5.2 5.9 8.5 6.5 7.6 8.2 6.7
GDP per capita $ 427 490 657 736 833 925 1085 1132
Fiscal Deficit (% of GDP) 4.3 3.7 2.3 3 3.4 3.7 4.01 4.7
Imports ($ billion) 10.33 12.22 15.6 20.6 28.58 30.54 39.96 30
Exports ($ billion) 9.13 11.16 12.3 14.4 16.45 16.97 19.22 22.10
Bal. of trade ( billion) -1.205 -1.06 -3.28 -6.2 -12.13 -13.56 -20.74 -7.9
Inflation rate (%) 3.5 3.1 4.6 9.3 7.9 7.7 12 24.8 (Jul-
Unemployment (%) 8.27 8.27 7.7 7.7 7.7 6.2 5.2 4.6
Poverty (%) 36.4 38.2 36 - 24 23.9 23.9 21
FDI (in millions $) 485 798 949 1524 3,521 5,124 3,600 N.A.
Foreign Debt( $ billion) 32.7 33 33.7 34.2 35.6 38.86 45.9 41.2
Foreign Debt( % GDP) 45.6 40 35 31 27.7 26.3 26.9 22.3
Revenue receipts( Rs. 619.1 701.6 761 875.3 1,023 1,214 1,545.5 1,679.238
Tax Revenue (Rs. Billion) 459.2 525.8 580.1 626.3 715.7 710 1005.56 1,251.462
Revenue Expenditure (Rs. 694.5 709.2 773.2 866.8 1072.2 1033.532 1516.261 1493.183
Currency in circulation 433.8 494.6 578.1 665.9 740.4 840.2 1026 N.A.
Credit to private sector 52969 167723 325215 437,848 401,797 365,718 369,850 644,000
Monetary 235,324 317,399 407,852 475,152 446,260 658,250 475,000 580,000
Current Account balance -1338 -3165 -1314 -1753 -5649 -7361 -11,586 -12,500
KSE 100 Index 1770 3403 5279 7450 9989 13772 12130 N.A.
Gold and Foreign 12,300
Exchange Reserves (in 7,065 11,472 13,155 13,338 14,590 17,924 (July to N.A.
Mill. US $) April)

A higher GDP growth rate, building of foreign exchange reserves, accelerated stock market
index and record growth in foreign investment in Pakistan have not been transformed in the
living standard of a common man. The simultaneous improvement in macroeconomic
indicators and accelerated inflation and poverty indicate obstacles in the transformation
mechanism. A little trickle down effect was observed during this 'macroeconomic growth
regime'. The macroeconomic growth has not been transformed into poverty reduction in the
past regime of financial expansion.
On the basis of socio-economic evidences two major causes of simultaneous increase
in absolute poverty and macroeconomic growth can be identified. The absolute poverty is
calculated on the basis of household income and prices of essential commodities. The
double-digit inflation in consumer prices shifted many households from above to below side
of the poverty line. The reduction in household incomes and increasing inflation are
transformed in the increasing poverty and many households have been shifted at below the
poverty line. The consumer oriented expansionary monetary policy artificially increased the
purchasing power of the people, which ultimately led the demand-pull inflation in the economy.
This demand-pull inflation affected the lower income class badly.
The most significant reason responsible for the incompletion of trickle down chain
was the blockage of money at middle class stage. Incomes of those middle classers increased
significantly who have been helping the higher income groups to generate money in a business
boom situation. This boom was clearly observable in the stock market, export trade, banking,
cement, real estate, construction and services sector. The middle class professionals and
services providers have adopted the contemporary tools to update their professional skills,
so changes in the economic and technological environment have been favoring them. They
have succeeded to get their due share from the higher income classers, but they have failed
to transfer this share to the lower income segment of the economy because of two reasons:
They had preferred to secure their economic future by means of additional investment in non
productive activities, e.g. purchase of properties, investment in stocks and deposits in non
productive money making schemes and spending on services at abroad including education,
traveling and tourism.
The consumer oriented unplanned expansionary monetary policy in the last decade
provided incentives to the middle classers to spend on those products, which usually produced
- partially or wholly - at abroad. The credit cards, e-money, leasing facilities and personal
loans provided incentives to spend on consumer durables and luxuries. No doubt, this policy
provided a mechanism to improve the quality of life in the country by means of increase in
the use of mobile sets, cars, computers, domestic appliances and luxurious items, however,
it had three consequences: Either it circulated the money among the middle classers or re-
transferred it to the rich classes, but not shifted to the poor classes.
The improvement in living standard through medium-term borrowing and revolving
credit facilities from banks and financial institutions added the repayment burden on middle
classers and on the future of such classers. As a consequence they are compelled to pay a
big portion of their current and future incomes to the financial institutions in the form of
installment, lease rentals or repayments etc. Hence, they do not have anything to shift to the
Vol. 5, No. 1, (Spring 2011) 5

Ayub Mehar
poor segment of the economy.

Moreover, they are compelled to spend more time on income generating activities to
redeem their debts and to pay the interest on financial facilities they had availed to improve
their living standard. They are not in a position to save or to transfer the money to the poor
segments.
It is important to note that funds acquired through borrowing from the financial
institutions were not spent on locally produced goods and services; usually they spent on
those products and services which have their foreign origins. Current increase in the default
rates either will increase the oversupply of forfeited assets - cars, real estates, and durables
or will deteriorate the social structure because of the over burdened household economies.
It may create health hazards because of over burden, tensions, and mental pressure.
In the government publication, the statistics show a rosy picture of poverty reduction
in Pakistan. However, public media and living evidences in the streets have been showing
entirely a different picture in contradiction of the government statistics. The public media
has been highlighting the increasing number of cases of suicides because of poverty,
unemployment and other economic reasons. The sale of children by their parents and the sale
of human organs (kidneys) have also been reported by the public media in the recent past.
These evidences show a contradictory picture of the economic growth. What are the causes
behind this substantial contradiction? Is it a media activism only or real economic situation
is different from the picture painted by the state organizations. If it is because of media
activation, it indicates that dangerous economic conditions were always in Pakistan, but the
ruling groups have been hiding this dark side of the picture. Otherwise, there is a need to
revise the reporting and statistical methodology in measuring the socioeconomic indicators.
The consumer oriented monetary policy has also been causing the accelerated trade
deficit. Trade statistics show the increasing imports of consumer products including electronics
goods, mobile sets, domestic appliances, chocolates and candies, dry milk and its products,
cosmetics and other luxuries goods, and of course petroleum products because of increasing
numbers of luxurious vehicles on the roads. The soft credit policies for personal loans, credit
cards and leasing facilities have played important role to surge the demand of those imported
products. The monetary policy provided incentives to the consumers to spend their income
on the goods and services of foreign origin. It induced the outflow of money to abroad. On
the other hand, it provided incentives to the banks and financial institutions to shift their
portfolio from industry oriented to consumption-oriented loans. The industry has to pay the
cost of this policy in terms of higher interest rates on borrowing for industrialization and
investment. Another important implication of the present tightening in the monetary policy
is the unusual high banking spread, which is contributing in a dampening effect on income
inequalities and economic growth by discouraging savings.

Table 3:
Poverty Comparison
National Poverty International
Countries Line (Population Poverty Line Income inequality
Countries
below the poverty (Population below (Gini Index)
line %) $1 a day %)
Pakistan 32.6 17 31.2
India 28.6 33.5 36.8
Sri Lanka 25 5.6 40.2
Nepal 30.9 24.1 47.2
Bangladesh 49.8 41.3 33.2
Indonesia 27.1 7.5 39.4
United States - - 40.8
United Kingdom - - 36
Table 4:
Population under Various Poverty Bands in Pakistan (% Population)
Year 2000-01 2004-05 2005-06
Non-Poor over Rs.1446.8 13% over Rs.1757.28 20.50% over Rs.1888.94 20.90%
Quasi Non-Poor Rs.904.25- Rs.1446.8 30.10% Rs.1098.3 - Rs.1757.28 35% Rs.1180.59-Rs.1888.94 36.30%
Vulnerable Rs.723.40-Rs.904.25 22.50% Rs.878.64 - Rs.1098.30 20.50% Rs.944.47-Rs.1180.59 20.50%
Poor (Below
Rs.542.55- Rs.723.40 22.50% Rs.658.98 - Rs.878.64 16.40% Rs.708.35-Rs.944.47 16.40%
Poverty Line)
Ultra Poor Rs.361.7 - Rs.542.55 10.80% Rs.439.32 - Rs.658.98 6.50% Rs.472.23-Rs.708.35 5.40%
Extremely Poor less than Rs.361.7 1.10% less than Rs.439.32 1% less than Rs.472.23 0.50%
Table 5:
Poverty Estimates by Government of Pakistan
Poverty Estimates
Poverty
estimates Headcount Poverty Gap Severity of Poverty
2000-01 2005-06 2000-01 2005-06 2000-01 2005-06
Urban 22.7 13.1 4.6 2.1 1.4 0.5
Rural 39.3 27.0 8.0 5.0 2.4 1.4
Pakistan 34.5 22.3 7.0 4.0 2.1 1.1
Vol. 5, No. 1, (Spring 2011) 7

Ayub Mehar
Table 6:
Pattern of Imports ($Million)
S. No. Commodities 2007-2008 2006-2007
Grand total 39,968 30,540
A. Food group 4,210 2,742
Milk,cream & milk food for infants 74 84
B. Machinery group 7,376 6,686
Mobile phone 745 834
Tele com apparatus 1,497 1,373
C. Transport group 2,251 2,396
Road motor veh. (build unit,ckd/skd) 1,345 1,414
D. Petroleum group 11,380 7,335
E. Textile group 2,349 1,566
F. Agricultural and other chemicals group 5,829 4,430
G. Metal group 2,542 2,346
When economic planners identified the causes of non-correlated movement in the direction
of macroeconomic growth and poverty, a contractionary monetary policy was adopted to
rectify the situation. However, this contraction further affected the industry because of
increasing rate of interests and uncompetitive prices of industrial inputs including oil, gas
and power.
RECOMMENDATIONS
The only feasible solution to control over inflation and poverty is the rapid industrialization.
To attract the foreign and as well local investment and to block the outflow of domestic
capital is a natural requirement for rapid industrialization. These steps require the significant
and visible improvement in the economic policies, which can provide a playing level, field
in the age of competitiveness. To reduce the poverty in the country the transfer of macroeconomic
growth to the poor segment of the society is required. One major strategy to achieve this goal
is to provide maximum incentives to the domestic industry in terms of lowering the interest
rates for both the types of financing: project financing (including BMR, expansion and new
projects) and working capital financing (including export re-financing). The economic planners
has to adopt some mechanism to reduce the availability of industrial raw materials and
overheads including power, oil and gas at competitive prices. This strategy on one hand
increases the employment opportunities and on the other hand will reduce the market prices
of essential commodities, which ultimately led the reduction in poverty. Enhancement in
employment generating activities by promotion of industrial investment provides a mechanism
to transfer the effects of macroeconomic growth to the lower segment of society. Higher
interest rates for industrial lending have been discouraging the investment and industrial
enhancement activities in the country.

Table 7:
Pattern of Growth in Banks Credit (% Change upto April)
Types of Credit 2007

Consumer credit from foreign Banks -7.8
Business credit from foreign Banks 13.1
Business Sector
Working Capital 26.6
Fixed Investment 7.7
Export Financing availed by Exporters 14.3
NPLs to Loan (Gross)
Consumers 4.9
Credit Cards 12.5
Auto Loans 29.8
Personal Loans 39
Housing 17.9
Table 8:
Inflationary Trends
Inflation Rate
Overall CPI Overall CPI Overall CPI
by Income Group
Period (Percentage (Percentage (Percentage
upto Rs. 3,000
Change) Change) Change)
(Percentage Change)
1995-96 10.8 10.6 13.8 5.4
1996-97 11.8 11.7 12.2 6.1
1997-98 7.8 7.9 14.5 6.1
1998-99 5.7 5.6 6.2 6.1
1999-00 3.6 3.2 9.4 6
2000-01 4.4 4.5 9 6
2001-02 3.5 3 15.4 7.8
2002-03 3.1 2.9 18 7.8
2003-04 4.6 5.3 19.58 8.3
2004-05 9.3 10.2 19.12 7.7
2005-06 7.9 7.7 15.07 7.6
2006-07 7.8 8.3 19.32 6.2
2007-08 10.3 11.9 19.9 5.23
Vol. 5, No. 1, (Spring 2011) 9

Ayub Mehar
For sustainable economic development and its visible effects on the socio-economic conditions
of the people, the policy makers and statesmen have to take serious steps with political will
power. Economic development is like a love affair; its earlier disclosure show cheapness,
which may increase the chances of ultimate failure. Maturity, commitment and sustainability
are the requirements for ultimate success in both. They do not need public announcement;
they reflect themselves. The people like the reflection of the economic development in their
personal lives. The efforts to improve the visible economic and financial markets indicators
may derail the objectivity of economic policies. In most of the cases, economic development
has to pass through a painful and time consuming process.
REFERENCES
Fukuyaman, Francis. (2005). How Academia Failed the Nation. Journal of Management
and Social Sciences,
Mehar, Ayub. (2009). Role of Decentralized Institution in Poverty Alleviation. Forthcoming.

Vol. 5, No. 1, (Spring 2011) 11-23
A Study on the Association between Brand Awareness and Consumer/Brand

Loyalty for the Packaged Milk Industry in Pakistan
M.I. Subhani and Amber Osman*
ABSTRACT
Brand awareness remains fundamental to consumer life as the interaction initiation

point to the brands. This paper put forwards the relationship of brand awareness on
consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There
is evidence of brand awareness and consumer/brand loyalty on brand equity. The
approach takes into account sources of brand equity-brand awareness, consumer/brand
loyalty and image (perceptions / associations) on the sample of consumer households.
This paper suggests that in Pakistan among the packaged milk brands there is no
relationship between brand awareness and consumer/brand loyalty. In addition,
testing relationship by setting perceptions as the mediating variable between brand
awareness and consumer/brand loyalty results the same. For practicing managers
and marketers it is important to note that there is a need to update their understanding
of the nature and role of brand awareness on convenience products which has random
switch purchase behavior and low-involvement. In the current era, marketers must
develop branding strategies for commodity-products such as milk packaged brands
by investing and strengthening its supply chain system, to create and increase brand
awareness for the milk brands in-turn to build consumer/brand loyalty than trying
to directly build consumer/brand loyalty by heavy spending on promotional tools.
Key Words: brand awareness; consumer/brand loyalty; brand equity; brand perception
JEL Classification: M31; M39
* Corresponding authors email: drsubhani@yahoo.co.uk and amber.osman@yahoo.com

* The material presented by the author does not necessarily portray the view point of the editors and
the management of Iqra University, Karachi.

INTRODUCTION
The area of research for this paper focuses on empirically studying the relationship of brand
awareness on brand/consumer loyalty, which constitutes the success of a brand. This relationship
between brand awareness and consumer/brand loyalty has been studied in Pakistan focusing
on the geographical region of Karachi in the context of fast moving consumer products such
as packaged milk brands.
Brand Equity and its interrelationships with brand awareness has been an important
area of study in extant literature (Keller, 2003, 2006; Aaker,1991,2002; Yoo & Donthu, 2001,
2000; Moore,2002; Srivastava & Shocker,1991;Ailawadi, Lehmann & Neslin, 2003; Srinvasan,
Park & Chang, 2005).
Brand Equity, as the focus of this study is defined as comprehensive set of values
attached by the consumers creating differential effects to the brand which creates revenue
in the competitive market (Aaker, 1991). In this connection 'Brand Awareness' is the primary
dimension of brand equity and is vital for the purpose.
Brand equity is initially built by laying a foundation of brand awareness - eventually
forming positive brand images - and is ultimately maximized by high levels of brand loyalty
(Strategic Marketing and Research Techniques, 2008). In other words, by understanding the
locus of brand loyalty the practicing managers can redirect their efforts towards factors that
contribute to brand loyalty. The present research, uses packaged milk-brands because, firstly
milk is an everyday commodity and secondly, it is heavily advertised by packagers of milk.
Also to substantiate the low involvement decision settings helping creating the level of brand
awareness for the particular product choice, even in the absence of a well-formed attitude
(Betteman & Park 1980; Hoyer & Brown 1990; Park & Lessig, 1981). It is, therefore, pertinent
to address the issue of consumer/brand loyalty in packaged milk industry and thus develop
an informed opinion of the heavy advertising expenditures witnessed in the industry.
Therefore, this paper aims to study "The association between Brand Awareness and
consumer/brand loyalty: A Study of Packaged Milk Brands".
The overall relationships of the brand awareness construct on consumer/brand loyalty
of packaged milk brands in the industry has been empirically analyzed and resulted.
Literature Review
Concept of Branding
The concept of Branding holds tremendous importance since many years; it is the key to
distinguish the goods and services from one to another. Customer's simple understanding of
brand is to associate and reckon with easy information processing about products purchasing
and being certain about the brand to build their trust with time (Logo Design works, 2007).
This reflects the greater need from the organization's point of view to have strong
brands build through proper brand management resulting from effective marketing programs
to create brand equity.
The modern concept of branding grew out of the consumer packaged goods industry
and the process of branding has come to include much more than just creating a way to

A Study on the Association Between Brand Awareness and Consumer/Brand Loyalty for the Packaged
Milk Industry in Pakistan
identify a product or company. Branding today is used to create emotional attachments to
products and companies (Dolak, 2003; Kotler & Armstrong, 2004). Branding efforts create
a feeling of involvement, a sense of higher quality and an aura of intangible qualities that
surround the brand name, mark or symbol (Aaker, 1991;Dolak, 2003).
Brands basically create perceptions in the mind of the consumer that it is unique and
there is no other similar product or service in the market. Therefore, a brand is to say to be
strong entity if it is consistent over a long period of time in providing the product or service
which consumers and prospective purchasers can rely and trust, which will lead to a Brand
promise (Srinvasan, Park & Chang, 2005).
Brand Equity
The most important assets of any business are intangible - including its base of loyal customers,
brands, symbols & slogans and the brand's underlying image, personality, identity, attitudes,
familiarity, associations and name awareness. These assets along with patents, trademarks
and channel relationships comprise brand equity and are a primary source of competitive
advantage and future earnings (Aaker, 1991; Neal & Strauss, 2008).
Brand
Equity
Brand Loyalty
Brand Preference
Brand Position
Brand Image
Brand Personality
Brand Identity
Brand Attitudes
Brand Familiarity
Brand Association
Brand Awareness
Source: Strategic Marketing and Research Techniques, 1992-2008. Brand and Image Assessment
Figure 1: Strategic Marketing & Research Techniques, 2008.
The Brand Loyalty is the result of the success of the Brand Equity which is built as shown
in the pyramid of the various variables, which makes the brand more stronger and satisfying
to be consumed more often thus expanding its value in the longer run through generating
profits.
The importance of brand equity consists of numerous benefits for companies that own
brands. Brand equity has positive association with brand loyalty. More precisely, brand equity
increases the probability of brand selection, leading to customer loyalty to a specific brand
(Pitta & Katsanis, 1995).
Factors that Influences Brand Equity

The following are the five major factors said by Aaker (2002, p.7) to influence the Brand
Equity as 'Brand Equity (like company equity) is the set of brand assets and liabilities linked
to a brand that adds or subtract from the brand value. Aaker (1991) originally outlined five
Vol. 5, No. 1, (Spring 2011) 13
components of brand equity:

1. Name Awareness:
o Share of mind
2. Perceived Quality:
o Seen as better / best fit for me (functionality, trust, long lasting)
3. Brand Loyalty:
o Enduring preference
4. Positive Associations:
o Sponsorships, admired people using the product, corporate citizenship.
5. Other Assets:
o Trade marks, exclusive channels, merchandising systems (Paul, 2005).
Brand Awareness
"Brand awareness refers to the strength of a brand's presence in the consumer's mind" (Aaker,
1996, p.10). It is a measure of the percentage of the target market that is aware of a brand
name (Bovee, 1995). Marketers can create awareness among their target audience through
repetitive advertising and publicity (Stryfom, 1995). Brand awareness can provide a host of
competitive advantages for the marketer. These include the following (Aaker, 1996):
-Brand awareness renders the brand with a sense of familiarity.
-Name awareness can be a sign of presence, commitment and substance.
-The salience of a brand will decide if it is recalled at a key time in the purchasing
process.
-Brand awareness is an asset that can be inordinately durable and thus sustainable. It
may be extremely difficult to dislodge a brand that had achieved a dominant awareness
level (Aaker, 1996). Brand awareness is vitally important for all brands but high brand
awareness without an understanding of what sets one apart from the competition does
one virtually no good (Aaker, 1996, p. 174).
Brand Awareness study by Aaker

Organizations can generate brand awareness by, firstly having a broad sales base, and secondly
becoming skilled at operating outside the normal media channels (Aaker, 1996).
Brand awareness is measured according to the different ways in which consumers
remember a brand, which may include brand recognition, brand recall, top of the mind brand
and dominant brand (Aaker, 1996).
* Brand recognition: Its related to consumers' ability to confirm prior exposure to

that brand when given the brand a cue. It requires that consumers can correctly discriminate

the brand as having been previously seen or heard.
* Brand recall: Brand recall relates to consumers' aptitude to retrieve the brand from
memory given the product category, the needs fulfilled by the category or a purchase or usage
situation as a cue. It requires consumers to correctly generate the brand from memory when
given a relevant cue.
* Top-of-mind brand: This is the brand name that first comes to mind when a consumer
is presented with the name of a product classification.
* Dominant Brand: The ultimate awareness level is brand name dominance, where
in a recall task most consumers can only provide the name of a single brand. Therefore the
challenge facing the marketers is to build awareness and presence both economically and
efficiently (Aaker, 1996).
Brand Awareness and the Customer perspective

Aaker & Joachimsthaler (2000) define brand equity as brand assets linked to a brand's name
and symbol that add to, or subtract from, a product or service. According to them, these
assets, shown in Figure, can be grouped into four dimensions: brand awareness, perceived
quality, brand associations, and brand loyalty.
Brand Equity
Perceived Brand
Brand Awareness Quality Association Brand Loyalty
Aaker & Joachimsthaler, 2000

Figure 2: Francisco Guzman, 2004
These dimensions have been commonly used and accepted by many researchers (Keller 1993;
Motameni & Shahrokhi 1998; Yoo & Donthu 2001; Bendixen, Bukasa, & Abratt 2003; Kim,
Kim, & An 2003). Brand awareness affects perceptions and taste, People like the familiar
and are prepared to ascribe all sorts of good attitudes to items those are familiar to them.
(Aaker & Joachimsthaler 2000).
The Importance of brand awareness in brand choice

Taking Aaker's (1991) study on brand awareness that enlightens the theory of brand equity's
integral part that is brand awareness. Aaker (1991) covered petite aspects of this topic to
clarify its purpose of being there and why it has been so important and in fact gaining more
insights by the organizations which are investing a lot in the brand share and its value which
is caused from the initiation point of bringing awareness to the consumers about the brands
in the market until its trial, adoption and re-purchase to the loyalty aspect which has been
covered thoroughly.
Brand awareness as into further elaboration is the capacity of consumers to recognize
or remember a brand and there is a linkage between the brand and the product class, but the
Vol. 5, No. 1, (Spring 2011) 15

link does not have to be strong. Brand awareness is a process from where the brand is just
known to a level when the consumers have put the brand on a higher rank; the brand has
become the "top of mind" (Aaker, 1991).
Familiarity àLinking
BRAND
AWARENESS Anchor to which other associations can be
attached
Signals of substance/commitment
Source: Aaker, 1991
Mark, Goransson & Svensson, 2005 Brand be considered
Consumer/Brand Loyalty
Figure 3
As expressed earlier regarding brand equity, brand loyalty is the part of it. Brand loyalty
affects the consumers choice of brand to a high extent.
In simple words, when consumers are loyal to a certain brand they buy it at regular
basis. Being Loyal translates saying no to other brands in the same product-category whether
they are better than the chosen brand. Loyalty gives an advantage to the firms, as they can
handle competition in lower price and improve products much better when having loyal
consumers (Usiner, 2000). It means :
low brand equity à if buyers dont care about the
brand.
high brand equity à consumers are focused on the
brand and other elements of
the brand (logo, jingle etc)
Also having lesser respect of other
brand offerings (Aaker, 1991).
Aaker (1991) further explains that loyalty is basically a measured capacity of how much a
purchaser can be emotionally involved in a brand. It shows how much a consumer is willing
to change to another brand, when other brands are offering more than the brand being in use.
By time, the loyalty gets higher, the consumers' platform and the competition against
competitors gets stronger. Brand Loyalty indicates the sale which is the future profit of brand
equity. The types of loyalties are:
-Passive loyal: Buying the brand out of habit.
-Fence sitters: indifferent between two or more brands.
-Committed: Truly loyal to the brand.
Aaker (1991) tells that brand awareness, perceived quality and clear effective brand identity
can contribute to higher loyalty (Aaker, 2002 ; Mark, Goransson & Sevensson, 2005).
Brand awareness and brand image to be ascendant to brand satisfaction and brand trust.
That is, both brand satisfaction and brand trust require brand knowledge; unless a consumer
has a representation of the brand in memory including awareness and a positive image he

or she cannot be satisfied by the brand or trust the brand (Chaudhuri, & Holbrook, 2001).
At this point in the literature review it is appropriate to suggest that in all the theories
and models discussed so far, brand awareness assumes paramount significance. More or less
all material point to the fact that brand awareness is the foremost step in creating brand equity
as reflected in consumer/brand loyalty.
Brand Awareness and Consumer/Brand Loyalty

Finally, brand awareness affects consumer loyalty and decision-making by influencing the
formation and strength of brand associations in the brand image created through the different
information attached to the brand in memory.
Based on these and other opinions of different authors on brand awareness and its
importance to the company in turns of gaining market share through brand loyalty by
consumers strong perceptions and associations which is caused by the awareness of brand
through different forms signifies its research essential study on the brands in competition.
In practice companies use aided and unaided awareness, image and branding marketing
research studies to determine the extent to which consumers are familiar and positive opinions
about their products or services. In many industries, companies with the highest awareness
levels also control the largest market share.
Keeping in mind the importance accorded to the concept of "Brand Awareness" by
various authors and practitioners, its research implications are well established (Market
Research Worldwide, 2009). Awareness levels, measures whether consumers know about
and are familiar with a company, organization, product, or service. Unaided awareness is the
degree to which consumers think of a company or product on a top-of-mind basis. For
example, When you think of companies that provide these categories of products, which first
come to mind? (Market Street Research, 2004).
Aided awareness on the other hand is the degree to which consumers who know about
a company or product are familiar with that company or product. For example a question
asked could be, How familiar are you with this product? Would you say you are very familiar,
somewhat familiar, or not familiar? (Market Street Research, 2004).
Focusing on the relevance of brand awareness that is related to the strength of the brand
node or trace in memory, as reflected by consumers' ability to identify the brand under
different conditions (Rossiter and Percy 1987). In other words, how well does the brand
identities serve their function.
In particular, brand name awareness related to the likelihood that a brand name will
come to mind and the ease with which it does so.
Brand awareness consists of brand recognition and recall performance. Brand recognition
is related to consumers' ability to confirm prior exposure to the brand when given the name
as a cue. Brand recall relates to consumers' ability to retrieve the brand when given the
product category, the needs fulfilled by the category, or some other type of probe or a cue
(Dolak, 2003).
The reason for studying brand awareness the important role it plays in consumer
decision making/perceived value/ consumer loyalty for three major reasons:
Vol. 5, No. 1, (Spring 2011) 17
First, it is important that consumers think of the brand when they think about the product
category. Raising brand awareness increases the likelihood that the brand will be a member
of the consideration set (Baker,1986; Nedungadi, 1990), which are the handful of brands that
receive serious consideration for purchase.
Second, brand awareness can affect perceived value and decisions about brands in the
consideration set, even if there are essentially no other brand associations. For instance,
consumers responsd strongly and decide to buy only familiar, well-established brands (Jacoby,
Syzabillo, & Schach, 1977; Roselius, 1971).
In low involvement decision settings, a minimum level of brand awareness may be
sufficient for product choice, even in the absence of a well-formed attitude (Betteman & Park
1980; Hoyer & Brown 1990; Park & Lessig, 1981). Using elaboration likelihood model (Petty
& Cacioppo, 1986) suggest that consumers may base choices on brand awareness considerations
when they have low involvement, which could result from either a lack of consumer motivation
or lack of consumer ability. A brand with high awareness and with positively distinguishing
associations will have a high added value for consumers (Riezebos, 2003).
Research Hypotheses
After reading the literature, it noticeably seems that 'brand awareness' is the major factor in
forming the purchase decision/behavior and choice of the brand.
In the research model, a selection was made from factors that according to the theories
influencing the consumers for purchasing everyday commodity i.e. for packaged milk brands
the research model would be tested with the developed hypotheses.
Image
(Association/
Perceptions)
Consumer/ Recall
Brand
Loyalty Brand
Awareness
Choice of
Brand
(Purchase) Recognition
Figure 4: The model on Brand Awareness can be developed as above
This model has a purview of commonality of 'Brand Awareness', which shows a relationship
impact on consumers' responses and benefiting both the consumers and the firm. The objective
is to test brand awareness and its importance against the consumer/brand loyalty factor found
in the literature.
Aaker's model (1991) is focalizing on brand equity five factors, which are Name
Awareness, Perceived quality, Brand loyalty, Brand Image and other brand assets. As the
model explains the implication of the awareness, which can be seen by the selection the
consumers make regarding a known and an unknown brand, the reason being is the reliability
and being savvy to the recognized brand. The marketing programs (forms of advertising)
are made keeping in point, the concept of brand awareness in the mind of the consumers by

drawing perceptions. As mentioned in the literature review above, Brand awareness has the
two core variables, 'Recognition' and 'Recall' for hypothetical purposes.
As discussed in the literature and primarily from Aaker's (2002) clear study on Brand
equity and brand awareness construct, the research model has been outlined. It clearly points
out the major factors of brand awareness - Brand recall and recognition, last but not least
they help the consumers in choosing the brand amongst the competition through other variables
Image (associations/perceptions) and Consumer/Brand Loyalty.
For this study (image) perceptions was tested as the mediating variable/other factor
to impact brand awareness on consumer/brand loyalty. Hence, the prime purpose of the study
is to analyze 'Brand Awareness' and 'Consumer/Brand Loyalty', according to Michael,
Mothersbaugh & Beatty (2002) the constructs of consumer/brand loyalty has four variables:
1- Intention to probably buy 2- Intention to definitely buy 3- Repeat Purchase of a regular
milk brand & 4- Repeat Purchase of a favorite milk brand, which are tested and resulted for
the purpose.
The variables have two-way linkages to the purchase of the brand, which can be seen
by the dotted arrow and plain arrows.
The plain-arrows illustrate the influence of all these variables cause the consumer to
purchase the brand. The dotted-arrows shows that once the consumer is aware of the brand,
one wants to know more about these factors for the brand to be purchased in future buying-
decision due to which prices vary, quality of the brand is monitored, promotional campaigns
are brought in for consumers to remember the brand in such a huge clutter of the particular
product-category.
One can depict the stated summary of hypotheses for testing purposes for the study
of brand awarenesss relationship with consumer/brand loyalty & also the mediating role of
perception variable between brand awareness and consumer/brand loyalty.
Relationship between Brand Awareness and Consumer/brand loyalty

Table 1:
H1-A: Brand awareness as defined by brand recall, is significantly related to "Intention to buy"
H2-A: Brand awareness as defined by brand recognition, is significantly related to "Intention to buy"
H3-A: Brand awareness as defined by brand recall, is significantly related to "Repeat Purchase"
H4-A: Brand awareness as defined by brand recognition, is significantly related to "Repeat
Purchase"
Methodology
The nature of research is inferential. The aim is to determine the relationship and analyze
the associations between variable (brand awareness) on the other variable (consumer/brand
loyalty).
To conduct this research, primary data was collected in the form of 'questionnaires-
survey' as the research tool from users knowing and using packaged milk brands in Karachi.
The total of 280 questionnaires with cover letters having handy instructions attached was
Vol. 5, No. 1, (Spring 2011) 19

hand delivered to the respondents.

Pearson Chi-square (test of independence) is used to test the relationship between
brand awareness dimensions & consumer/brand loyalty dimension.
RESULTS AND DISCUSSIONS

To find the association between the two variables the Pearson chi-square test were used. The
equation of Pearson chi-square is:
X2 = (N-1) SD2
2
Where,
X2 = Chi-square value
N = Total no. of observations
SD = Standard deviation
= Variance
As shown in Table 2, the Pearson Chi-square tests (H1-A through H-4A) suggest that there
is no significant relationship at 5% significance level between brand awareness and its
consumer/brand loyalty.
Keeping the objective of this paper in mind the aim was to check direct relationship
between the two variables: brand awareness and loyalty.
Result of all four hypotheses mentioned above suggest that the relationship between
these variables (brand recall with Intention to buy/repeat purchase) and (brand recognition
with intention to buy/Repeat purchase) are statistically not significant except in the case H1-
A in relation to one milk brand (Haleeb). For this one packaged milk brand the hypothesis
seems to hold and shows that a significant relationship does exist between variables (recall)
and (intention to buy).
As the majority of the brands did not demonstrate any relationship between the variables
(brand recall with Intention to buy/repeat purchase) and (brand recognition with intention
to buy/Repeat purchase), the result is not in line with the proposition put forward by Aaker
(2002), where brand awareness is directly linked to consumer behavior as defined by intention
to buy and repeat purchase. Having said this, the present result indicates that at least in the
case of packaged milk in the context of Pakistani consumers there is no significant relation
except in case of brand 1 (Haleeb).
However, the present study does suggest that there is a minimum recall ability
requirement of the consumers viz a viz the consumption of the packaged milk brands.
In the opinion of this paper, this could result from the rationale that those consumers
who buy packaged milk brands make their choice randomly where exposure and giving a
cue (recognition & recall respectively) in a buying situation, may not be necessary.
The other way of explaining this result is that consumers while making purchase
intention are not highly involved in the brand itself and are more concerned with the products
usage, while only brand Haleeb in this case, which proves an exception to this rule may result
from longevity of its advertising. Therefore, the paper cannot draw a generalizable conclusion
from this conception and can only suggest that in brands where the product is low involvement
and considered a commodity; awareness of a brand may not constitute a significant factor
for purchase behavior. Further, such purchases are normally made by servants and as such
milk is brought and not a brand. This is similar to the production concept in the marketing
literature where consumers are more interested in the product than its features.
TABLE 2: Chi-square analyses

Summary Assessment of Research Hypotheses
Chi-square Pearson Pearson

Hypotheses Milk Pearson Chi-square Pearson R Value Empirical
Brands value Significance R Value Significance Conclusion
p 0.05 p 0.05
Relationship between Brand Awareness & Consumer Loyalty
B1 10.60 0.03 -0.197 0.08 Accepted
H1-A: Brand awareness as B2 3.807 0.43 -0.34 0.77 Rejected
defined by brand recall, is B3 7.304 0.12 -0.075 0.51 Rejected
significantly related to B4 3.893 0.42 4.4 0.70 Rejected
"Intention to buy" B5 4.679 0.32 -0.09 0.43 Rejected
B6 3.909 0.42 -0.032 0.78 Rejected
B1 6.291 0.18 -0.095 0.40 Rejected
H2-A: Brand awareness as B2 1.981 0.74 0.108 0.34 Rejected
defined by brand recognition, B3 4.712 0.32 0.033 0.77 Rejected
is significantly related to B4 4.656 0.32 -0.086 0.45 Rejected
"Intention to buy" B5 7.322 0.12 -0.163 0.15 Rejected
B6 2.028 0.98 -0.065 0.57 Rejected
B1 4.762 0.35 0.11875 0.31 Rejected
H3-A: Brand awareness as B2 3.794 0.57 0.1575 0.27 Rejected
defined by brand recall, is B3 6.285 0.26 0.11275 0.41 Rejected
significantly related to B4 4.526 0.68 0.06425 0.57 Rejected
"Repeat Purchase" B5 3.606 0.48 0.151 0.23 Rejected
B6 2.641 0.61 -0.017 0.56 Rejected
B1 1.792 0.79 0.0285 0.56 Rejected
H4-A: Brand awareness as B2 7.149 0.24 -0.0088 0.57 Rejected
defined by brand recognition, B3 1.549 0.85 -0.0275 0.59 Rejected
is significantly related to B4 6.662 0.19 -0.0625 0.27 Rejected
"Repeat Purchase" B5 2.433 0.64 0.06375 0.57 Rejected
B6 5.810 0.72 0.07725 0.52 Rejected
Definitions of Variables
B1: Haleeb B3: Nurpur B5: Goodmilk
B2: Nestle MilkPak B4: Olpers B6: Pakola milk
Aaker & Blanco (1999) have also indicated that brand awareness indirectly affects purchase
behavior, as it has a positive influence on perceptions and attitudes towards the brand recall
and retrievability to impact to the purchase of the brand i.e. repeated purchase behavior which
creates consumer/brand loyalty.
Vol. 5, No. 1, (Spring 2011) 21

Implication for managers is that they need to strengthen the distribution system rather than
try and build brand loyalty.
On the other hand advertising should be focused at creating strong brand awareness
through favorable, unique associations (perceptions) in the mind of consumers so that they
can remember and differentiate the milk brands as mentioned by Aaker (1991), thus giving
the brand a unique identity by making it i) memorable ii) symbolic exposure iii) promotional
tools such as use of jingles, sponsorship, publicity iv) repetition can be another implication
for managers and marketers to adopt.
On the contrary, the rejected hypotheses in terms of having no relationship between
the two main constructs that are brand awareness and consumer/brand loyalty shows that in
the milk packaged industry brand awareness is not playing a significant role to impact a
commodity product such as milk to make a repeated purchase, due to random switching
purchase behavior and low involvement in buying a convenience product which offers no
differentiation amongst the brand.
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Vol. 5, No. 1, (Spring 2011) 23

Vol. 5, No. 1, (Spring 2011) 24-32
Roshan A. Shaikh and Salman Zafar*
ABSTRACT
The need to understand the human mind so as to make a robotic mind work is well
recognized. In cognitive and neurosciences many questions are left still unanswered
in understanding this phenomena. Since a robot faces numerous difficulties in
programming itself to the degrees of freedom that it embraces with the characteristics
that match with humans. The need to develop a pragmatic model that maps a human
like brain must be addressed. In this paper, such a model is discussed. This is done
by taking a closer look in modeling a robotic mind framework by incorporating
various modeling agents into the perception base of an intelligent robotic system.
This work covers the theoretical survey of the relevant literature including the theories
of mind by Leslie, Baron Cohen and Mckaart on the developmental work on mapping
the human mind for the understanding of intelligent robotic systems and the paper
concludes with a proposition of a novel design of a robotic mind.
Key Words: Robot; Perception; Tables; Agents; Classification of agents
JEL Classification: O14; O31
INTRODUCTION
A robot faces numerous difficulties in programming itself to the degrees of freedom that it
embraces characteristics that match with humans. In literature there seems to be scant if any
work specifically in human mapping area with electro mechanical systems. This is what we
have attempted in this work. In this paper, a model for a robot to have a human like brain is
* Corresponding authors email: : ras@iqrauniversity.edu.pk, ras@iqra.edu.pk and zafs@cyber.net.pk


presented, imitating expressions, adopting human like learning and have creative ability to
construct productive outputs while staying within the restrained environment of a non-human
electro mechanical analogue and digital systems. The usefulness of mind mapping includes
decision making, empirical understanding, stimulating creative constructs and intelligence.
Raising the most fundamental questions and understanding the complexity of this highly
advance system. Scientists all around the world are putting in great endeavors by taking a
closer look in modeling a human mind framework with respect to the model comprising of
various intelligent agents into the perception base of smart robotic system.
The comparative anatomy of human brains with other vertebrates show five major
regions. In contrast, in human brain the cerebrum overlies a number of the other parts. The
cerebrum is the source of all conscious sensations, actions, memory and intelligence. Mind
collectively refers to the aspects of intellect and consciousness manifested as combinations
of thought, perception, memory, emotion, intention and imagination - a sort of superset whose
members are many including consciousness as a subset (IEEE-Spectrum, The Rapture Of
The Geeks, 2006).
A human mind facilitates like an information processor that processes information
from the environment and provides the logic of what is happening. Psychoanalysts explain
that human beings too are information processors the human brain decodes information that's
been put in it, while computers are designed in the similar pattern. A human mind is thought
dependant as it transmits, the mind may wish to instruct the brain to take a certain action.
This transmission back to the brain might use the Fourier transform to decompose the complex
form of thought into its component waves so the individual fibers of the brain can vibrate
and transmit to the muscles of the body a directive to take action or to other fibers connecting
brain cells which may in turn develop the thought to the next step or stage (Witherspoon,
2004). One aspect of human mind mapping for a robot dictates an in depth look of tasks can
be made under study. For instance multiple threads may be drawn from a priori state. By
following each of those threads more streams are drawn that relate to each other and to all
those triggers that lead upstream all the way to the priori. Additionally if a robot has to
perform, continually generated new ideas synthesized with previously build ideas and
experiences it must be able to use inspiration- a notion that it captures from its surroundings.
While lots of work has been done in attempting to understand this mapping process,
not much success has been made in development of a comprehensive Human-Robot mapping
model. Some of the critical unresolved elements include the following:
1. Perception - Evidence of perception from sensory systems.
2. Quantification - Measurement, mechanical, actional and attitudinal agents.
3. Relational understanding of stimuli with self motile motion.
The remaining of this paper comprises of a high level design of a robotic mind (Robo-Mind)
and with detailed emphasis on the perception system of the robotic mind. The paper concludes
with recommendations as to the theoretical significance of a Human-Robot mind.
Perception
It is the process gaining awareness from the sensory information. Usually learning begins
Vol. 5, No. 1, (Spring 2011) 25
with the sensory systems through which people receive information about their bodies the
physical and social world around them. The way people perceive or experience this information
depends not only on the stimulus itself but also on the physical context in which the stimulus
occurs and on numerous physical, psychological, and social factors.
Perception gives rise to two types of consciousness: phenomenal and psychological.
For example phenomenal consciousness is full of rich sensations that are hardly present when
eyes are closed. Psychological consciousness occurs half a second after a stimulus starts.
Depending on measurement methods use the capacity of perception ranges between seven
and forty symbols or percepts at one time.
Leslie's Model of Theory of Mind

This theory is a manifestation of fundamental events as a central system to aim mechanics
and theories of other mind, keeping in view that the concept of number may be vital to the
object illustration. Though the world is naturally formed into three groups of stimuli based
upon their fundamental structure; namely mechanical, actional and attitudinal agencies. The
natural developmental procedure has given independent field specific modules in lieu of the
argument that deals with each of these classes of occurrences (Scassellati, 1996).
Baron-Cohen's Model of Theory of Mind

This model deals with two sequences of input availability. The first principle explains stimuli
in visual, auditory and physical mediums that have self-motile motion. The second principle
explains all visual mechanics work eye-like. Mind reading systems such as that the set or
originator to the theory of mind can be formed into four distinctive modules Intentionality
detector, eye direction detector, shared attention mechanism and the theory of mind (Scassellati,
2002).
Design
A high level design comprising of many elements are derived from an earlier work on networks
by the author (Shaikh, 2005 and 2001). The schematics are shown in the Figure 1.
Responsive Cognitive
Agents Agents
End
Effectors
Expression Faith / Intention
Physical
Agents Perception Robo Mind
Control
Sensor
Stimulating Control
Agents Agents
Figure 1 - High Level Design - Robo Mind Network (Shaikh, 2005)

Assumptions
The basic assumptions made to develop a high level design comprise the following:
1. Perception is a finite set of world states so that there are p (a,b) paired subsets of P,
P = [ p (a,b) 1.p (x,y) n]....(1)
Where p (a,b) is the subset of P constituting sets of agents (a) and basic truth tables (b), so
that progressive world states from ( 1. n) bring about transformations to perceptions
sequentially as in ;
x=n
P= * x=1 p (a,b) .............................(2)
As well as cumulatively so that,
P (x,y) = 0 b p (a,b) + 0 a p (x,y) ......................(3)
Now, P = P * P (x,y) ......................................(4)
2. The Robo-Mind as shown in Figure: 1 is proposed only as a high level prototype. Other
than perception, this paper does not dwell further into protocols and specifications of any
other component of the Robo-Mind. The model comprises of Agents & Tables. Agents are
Intelligent Agents whose job is to communicate intuitively between tables. Tables are sets
of heuristic, predicate analysis and recursive algorithmic truth axioms organized as semantic
data dictionary of decision making perceptions. It is possible to apply neural nets or some
sort of tree walking approaches to connect these tables, although it is not the primary purpose
of this paper, in a separate work by the authors these approaches are discussed at length.
Tables are categorized as under:
1. Sensor Network - (SN)
2. Perception System - (PS)
3. Control Tables - (CT)
4. Robo-Mind Kernel - (RK)
5. Faith / Intention Rules - (FR)
6. Expression System - (ES)
7. End effectors - (EE)
Agents are categorized as under:
1. Control Agents - (ca)
2. Cognitive Agents - (ga)
3. Responsive Agents - (ra)
4. Stimulating Agents - (sa)
5. Physical Agents - (pa)
A Brief Explanation of the Design

Stimulating agents (sa) connect perception system and control tables. Stimulating agents (sa)
carries filtered perception information to Control tables (CT). Control agents (ca) and Cognitive
Vol. 5, No. 1, (Spring 2011) 27

agents (ga) are responsible for maintaining Control tables (CT), learn new knowledge and
provide support to unbiased operation of Robo - Mind kernel (RK). Control agents and
Cognitive agents are responsible for updating and maintaining Control tables (CT), Robo-
Mind kernel (RK) and Faith / Intention rules (FR). Responsive agents (ra) deal with Expression
system (ES). Physical agents (pa) provide connectivity and real time communication with
Sensor network (SN) and End effectors (EE). We deal with the first tedious task of designing
Perception system (PS) by identifying and describing functions responsible for a comprehensive
perception module in the following manner.
Perception Episode Model

Perception episode model is proposed and explained in terms of Agents and Truth tables as
shown in Figure: 2
BIOLOGICAL AGENT PERSONALITY AGENT
Symbolic Agent, Spatial Parallel Agents, Adaptive

Agent, Temporal Agent Agents, Entertainment Agents
SOCIAL AGENT
Perception
Hybrid Agents, World Agents
LEARNING AGENT PERSONAL AGENT

Smart Agents, Autonomous Agents,
Information Agents, Search Agents, Dedicated Agents, Ad-Hoc
Intelligent Agents, Processing Agents Agents, Input Agents
Figure 2: Proposed Perception Episode Model

Table-1 and Table-2 are attached as Appendix-A and Appendix-B, these show the details of
Agents and Truth tables.
Analytical Approach
Each high level perception agent operates in a hierarchical formulation with autonomously
defined procedures and processes. In Table: 3 Learning is gained by experience in intelligent
systems. Here learning is a procedure and gaining experience is an acquired characteristic
through a specific process. Similarly intelligent system provides creative intelligence and co-
ordination by the process of unconscious incitement that is a process of automating behavior,
sequential analysis, systematic performance, logical interpretation of information, symbolic
information, language, mathematics, abstraction and reasoning. Procedure for perception is
comprised of analyzing, performing, learning and reasoning the sensory data. Thinking
procedure forms thoughts, analyze data and perform memory functions.

Creative
Perception Association Thinking
Agent Types (p) Learning (l) Intelligence- (as) (th)
coordination
(cic)
(Ba) Sensory Gain Unconscious Linking
Biological Reasoning
stimuli experience incitement relationships
Agents
(La) Predicate Automatic Making
Learning Examine Rational
analysis impulse connections
Agent
(Sa) Study- Involving
Social Agents Implementation Reflexive patterns Adapt
(Pa)
Personal Implementation Deliberative - -
Agents
Table: 3 (Proposed Design Elements - Agents)
Symbolic Notations
Creative
Perception Learning Intelligence Association Thinking
Coordination
p (Ba) l (Ba) cic (Ba) as (Ba) th (Ba)
M(r) = p (La) l (La) cic (La) as (La) th (La)
p (Sa) l (Sa) cic (Sa) as (Sa) th (Sa)
p (Pa) l (Pa) cic (Pa) as (Pa) th (Pa)
Table: 4 (Proposed Symbolic Notations)
A mathematical expression on it is critical in understanding the mapping process with human brain.
Mathematical formulations
M = High Level Perception of the Robo-Mind.
p = Procedures that depend upon specific processes.
y = A process at instance t
t = A measurable instant in time.
R = A resulting process which has indicated a maximum limit of Perception as a finite integer
indicating the level of intensity of the result of all such Processes whose sensory cumulative
values have been registered at instant t.
x = Number of high level perception on which intelligent systems operate. In our model we
have proposed high level perception as shown in figure depending upon the progress technology
we envision more complex implementation of this model with more or less number of high
level perception.
a = Cumulative result of individually integrated procedures, processes and results for each
high level perception.
d = Delta determines the function showing relationship between procedures and processes.
L = High level perception results as a spread function of individual layers of our model.
Vol. 5, No. 1, (Spring 2011) 29

If M is high level representation of the Robo-Mind,

M = x = 1 x = n a log 10 (L) / n
n=x
It can also be written that, P (y1) = n = 1 Ba (p) t * R1 represents the relationship with
Biological agent with Perception.
n=x
Similarly, P (y2) = n = 1 La (p) t * R2 represents the relationship with Learning agent
with Perception.
n=x
Also, P (y3) = n = 1 Sa (p) t * R3 denotes social agent and Perception relationship and,
n=x
P (y4) = n = 1 Pa (p) t * R4 describes Personal agent and Perception relationship.
Additional equations for Perception, Learning, Creative intelligence coordination, Association

and Thinking without any problem can also be derived.
CONCLUSION
In this paper a model of Human-Robot mind is developed. While the theoretical and empirical
efforts have led to a very sound theory about Human-Robot mind mapping, it has opened
up many areas of future research. The way forward includes development of intelligent agents
and fact tables to test the theory proposed in this paper. The understanding of the human
mind brings forth a distinct look into the deeper understanding of how human mind can be
imitated in an artificial humanoid, carefully choosing the innate and relative attributes that
boost intelligence factors, learning functions, its associations and imitations, visual and
auditory stimuli's, thinking patterns, learning skills and their practice that are present in
human mind, most optimum mirror of a robotic mind can be simply a human mind imitation,
involving the findings based on the researches being carried out, the proposal of modeling
a robotic mind consists of sensory and creative input mechanisms acquired by the social
dynamics and environment.
The analysis and interpretation summarizes the understanding of a human mind in
distinction of perception into endless categories to assimilate into the area of robotics. The
model sketch gives perceptive abilities of a robot input by the human like imitation results
a very prime indicator a robot must embrace. Observational behavior of the classifications
of robots was limited and thus remains in its natural of settings due to which technical
summary of the results are not briefed.
REFERENCES
Shaikh R. (2005). A security architecture for multihop mobile ad hoc networks with mobile
agents. IEEE INMIC.
Scassellati, B. (1996). Mechanisms of Shared Attention for a Humanoid Robot, Embodied
Cognition and Action: AAAI Fall Symposium. AAAI Press.

APPENDIX - A
PERCEPTION EXPERIENCE - AGENTS
Agent Type
Biological Agent Biology, Physiology, Anatomy, Memory, Circulatory system, Circadian
rhythms.
Symbolic Agents Holistic functioning, Visual information, Language processing,
Abstraction, Spatial learning.
Temporal Agents Time based decisions, objective tasks, Routines in the brink of time.
Spatial Agents Observing the physical real world and analyzing sensory data.
Personality Agents Emotional reservoir, Stress management, Time constraints, Disposition,
Character, Temperament, Individuality, Psyche, Traits, Charisma.
Parallel Agents Fault tolerance, Alternate plans, Multitasking.
Adaptive Agents Adjusting environment, Customization improvisation, Converting into
new forms, Flexible, Efficient, Scalable and Extensible.
Entertainment Agents Music, Arts, Films, Cinema, News.
Learning Agents Current world status, Experience, Study, Examine, Edification.
Smart Agents Analyze data, Learn new information, Form thoughts and Make
decisions.
Autonomous Agents Gain experience, Unconscious incitement, Recognition of sounds and
objects (visual), Linking relationships, Form actions on sensory stimuli,
Reasoning, Individual actions, Independence awareness.
Information Agents Collect facts and data, Form knowledge, Communicate data streams,
Bring news and updates, E-Commerce.
Search Agents Seeking meaningful data, Probing, Carrying out a thorough exploration,
Semantic handling of data, Pragmatic searching into the data streams.
Intelligent Agents Learning, Creative intelligence coordination, Skilled, Association,
Percepts, Thinking, Gain experience, Unconscious incitement, Sound
recognition, Image conception, Linking relationships, Sensory stimuli,
Reasoning, Analyze sensory data, Perform memory functions, Learn
new information, Form thoughts & make decisions, Sequential analysis,
systematic, logical interpretation of information, Interpretation &
production of symbolic information, language, mathematics, abstraction
and reasoning, memory stored in a language format.
Processing Agents Speech recognition, problem solving.
Social Agents Relationships, Credibility, Identity, Value system, Communal, Interactive.
Hybrid Agents Autonomous tasks, Reactive stimuli, Proactive functioning, Socially
able, User centered, Mobile, Adaptive, Robust, Transparent.
World Agents Autonomous processing agent of all agent types.
Personal Agents Individual, Special task, Exclusive jobs, Distinctive tasks, Confidential
work routines.
Dedicated Agents Specialized tasks, Assigned processes, Committed routine tasks.
Ad-Hoc Agents Specific tasks, Particular performing routine.
Input Agents Process and make sense of sensory inputs.
Table-1
Vol. 5, No. 1, (Spring 2011) 31

APPENDIX - B
PERCEPTION EXPERIENCE - PERCEPTS, GOALS & FUNCTIONAL SCOPE
Agent Type Percepts Goals Functional Scope
Personality Edification Charming Charisma Social
Agents
Learning Agents Study / Observe Gain insight Knowledge Open
attainment
Social Agents Interaction Communication Credibility Social
Personal Agents Cognition Catharsis Improve Specific /
Inner self
Smart Agents Analysis Learn new Make decisions Open
information
Autonomous Gain experience Recognition Awareness Open
Agents
Adaptive Agents Acquire skills Acquisition & Implementation Specific
Adept
Entertainment Sensory stimuli Motor / Relaxation Open
Agents Movements
Dedicated Agents Object oriented Assign routines Result oriented Specific /
Dedicated
environments
Information Collect data Form knowledge Communicate TV, Internet,
Agents verbal / visual / Cable, Satellite.
readable
Search Agents Meaningful data Associate Inquire Open
meaningful
information
Ad-Hoc Agents Random tasks Correction of Task deployment Specific /
procedures Personal, Office.
Hybrid Agents Observe Gain insight Knowledge Open
attainment
Parallel Agents Correspondence Alternate Multitasking Specific
functions
Symbolic Agents Image Figurative Character Specific / Media,
conception representation definition Science, Arts
Input Agents Sensing inputs Making sense Procession of Specific /
inputs Disposition /
Psyche
World Agents Sensory stimuli Analyze Knowledge Open
acquisition
Processing Agents Identifying errors Problem solving Speech Open
/ discrepancies recognition
Temporal Agents Time slack solving Error correction Time specific Specific
Spatial Agents Analyze sensory Observations of Awareness Open
data the real world
Intelligent Agents Autonomous Get experience New form of Open
processing knowledge
Table-2

Vol. 5, No. 1, (Spring 2011) 33-42
Construction and Validation of an Instrument to Measure the Attitude towards

Science
Muhammad Tayyab Alam Bukhari and Muhammad Safdar*
ABSTRACT
The work reported here is an effort to construct and validate an instrument to measure
the students' attitude towards science. This work is likely to be a predictor of students'
emotional attachment to science and is expected to help to classify or enroll students
in science for higher grades. 150 students of 6th grade (of age 10 ½ -12 ½ years)
were randomly selected from the male schools of Federal Area Islamabad (Nilore)
and the Provincial area of Punjab (district Jhelum and Gujrat). The construct was
broken down into eight domains (Reflectivity, Critical observation, Rationality,
Objectivity, Productivity, Appreciation, Curiosity and Courage). Forty statements
were developed which related to the study of science and the students were asked to
respond to these statements on a five point Likert scale. To accept or reject the
statements, t-test was used. For this purpose, the research considered the frequency
distribution of scores based upon the responses to all students. The value of't' for
each statement was calculated and compared with the table value. The statement
having t-value greater than t-table were retained while others were removed from
the instrument. Finally, 25 statements were retained in the instrument. This final
attitude questionnaire was administered to the sample and all the statements were
evaluated. The marks for each student were added up to give a total score. The
highest scores is said to indicate the most positive attitude. This research makes it
Key Words: Spearman Brown formula; Likert scale; Semantic differential; Thurston scale;
Guttmann scale
JEL Classification: O31; I21
* Corresponding authors email: mtab69@yahoo.com and safdarpkpk@yahoo.com


possible to locate the uninteresting contents in the science textbooks for elementary
classes. The outcome suggests some ways by which science curriculum planners and
text- book writers can produce material in science, which will prove interesting and
attractive for elementary level students. This study may also be helpful for teachers
to modify their teaching strategies, by relating the cognitive objectives with affective.
INTRODUCTION
In a general analysis of the situation in schools in Pakistan, science is compulsory subject
at elementary level. The statistical data entries and passes at elementary examination show
that science is the 2nd most popular subject after Social studies. Although the results of grade
4 students in the subjects tested (Urdu, Mathematics, Social studies, Science) were not
encouraging nonetheless the students pass percentage showed their interest in science.
According to the results presented by National Evaluation and Assessment System
(NEAS), examination statistics 2006, the average score of grade 4 students are below the
scaled average score of 500. It means that the average marks of the individuals were less
than 50% of the possible marks in the subjects of Urdu, Science, Mathematics and Pakistan
studies.
Main Findings of NEAS Grade 4 National Assessments 2006

Results for the 2006 National Assessments show that the average scores of grade 4 students
are below the scaled average score of 500. This means that the average mark obtained by all
students is less than 50% of the possible marks in each of the four subjects tested (Urdu,
Mathematics, Science and Social Studies).
In the Language test 24% of students scored greater than the scaled mean score of 500.
In the Mathematics test only 19% of students scored greater than the mean score of 500 while
in Science 33% of students scored greater than the set mean of 500.
In the Social Studies test, 43% of students got a score of more than the set mean of
500. The scaled mean score of all students tested in Social Studies was close to the set mean
of 500.
Figure: 1 Scaled Mean Score of Grade 4 Students

500
400
300
Scaled Mean
Score 200
100
382 404 496 467
0
Urdu Mathematics Social Studies Science
Subjects

In the view of Reid and Skryabina (2002, p.69) attitude towards science classes have been
found to be the best predictors of students' intentions to enroll in science classes.
The main objective of this study was to develop an instrument to measure the students'
attitude towards science, to classify students in secondary schooling and at higher grade (arts
group, science group, computer science group) and to gain insight into the factors (curriculum,
teaching strategies, classroom environment) which were making science popular at school,
college and the university.
In this study, a process was highlighted to construct and validate an instrument to
measure the attitude towards science.
LITERATURE REVIEW
In the view of Shah (2004), A person's mental-attitude are his/her coherent ways of anticipating,
evaluating and responding to people, ideas, objects and situations.
In the view of (Dunham, 1974), attitudes affect behaviour, influencing what the learner
selects from the environment, how they will react to teachers, the materials being used and
the other students. This selection and the processing of the input of information, which follow
it, are strongly influenced by the instructor's expectations, attitudes and concepts. Gupta
(2004) presented the views of Thurstone that attitude is the degree of positive or negative
effect associated with some psychological object. Object here is 'science' as a discipline.
Attitude towards science indicates feeling of an individual or a group concerning science like
faith in scientific method, value of science, opinion about scientists, opinion held about
science related social issues, etc. An attitude must have a target. We have an attitude directed
towards something or someone. Attitudes are highly complex and can affect learning
extensively. In the view of Shah (2004), attitudes have three-part structure consisting of:
(1) a cognitive component, that is, beliefs about an object, a person or a situation.
(2) an attitude has an affective or feeling component and
(3) there is a response-potential or an action-tendency component.
All aspects of learning science can contribute to attitudes towards science and to the learning
of integrated science. There will be the cognitive aspects: what the learner knows and
experiences. There will be affective aspects: does the learner like experience of the learning,
the subject itself and the instructor. There will also be the action component in the sense of
what the learner actually does (and this will include practical work) and how the learner
might apply the learned material.
Why Attitudes Important?

In the view of Ernest (1994), surveys of attitudes about courses, subjects and school in general
can be a first step. Reid (2003, p.33), states " attitudes are important to us because they cannot
be neatly separated from study. It is a relatively quick series of steps for a student with
difficulty a topic to move from that to a belief that they cannot succeed in that topic, that it
is beyond them totally and they, therefore, will no longer attempt to learn in that area. A bad
experience has led to a perception, which has led to an evaluation and further learning is
Vol. 5, No. 1, (Spring 2011) 35

effectively blocked." In general, attitudes in life allow us to:

a) Make sense of ourselves;
b) Make sense of the world around us;
c) Make sense of relationships;
It is necessary to inculcate in our students the intellectual sense of the world around them
that is the very nature of the subject matter of the physical sciences (and other sciences) of
course it helps them to contribute to the understanding of the world if they can also make
sense of themselves and others.
Johnson (1979, p.500), " the purpose of assessing students' attitudes is to use information
to modify and improve instructional programs. Attitude should have no effect on students'
grades, and teacher should not be evaluated on the basis of whether or not their students have
positive attitudes. But components of instructional program such as teaching strategies and
curriculum materials can be modified on the basis of the students' attitudes they promoted."
According to (Reid, 2002, pp. 68) "if attitudes lead to behaviour, then we aim to
measure behaviour and then deduce what the attitude might be. A simple example is to look
at the numbers who choose to study physical sciences. In schools in most countries, physics
is not seen as popular and this negative attitude for many is easily observed in their behaviour,
they choose not to continue with physics studies and in England and Wales, A Level entries
have fallen."
Theoretical Framework
It was around 1929 when a researcher called Likert who has given his name to a technique,
which is widely used today, made the first serious attempt. Now several kinds of scales are
found in literature. Gay (1987, p.146) states that there are four basic types of scales used to
measure attitude;
(1) Likert scale (ask an individual to respond to a series of statements by indicating
whether he/she is strongly agree (SA), Agree (A), is undecided (U), disagree (D), or strongly
disagree (DA) with each statement).
(2) Semantic differential scale (ask an individual to give a qualitative rating to the
subject of the attitude on a number of bipolar adjective such as good-bad, fair-unfair, friendly-
unfriendly etc. Semantic differential scales usually have 5 to 7 intervals with a neutral attitude
being assigned a score value 0).
(3) Thurston scale (ask an individual to select from a list of statements that represent
different points of view those with which he or she agrees. Each item has an associated point
value between 1 and 11; point values for each item are determined by averaging the values
of the items assigned by a number of "judges").
(4) Guttmann scale (ask the individuals to agree or disagree with a number of
statements. It attempts to determine whether an attitude is uni-dimensional, i.e. it produces
a cumulative scale. In a cumulative, an individual who agrees with a given statement also
agrees with all related preceding statements).
According to Earnest (1994, p.299) " Teachers constructing tests of attitudes and

perceptions have a choice between asking open-ended questions and constructing questionnaires
that can be scored objectively. Open-ended formats can range from direct questions ("Describe
a school situation in which you felt particularly good") to sentence completion items ("I feel
good in school when .."). Open-ended questions have the advantage of eliciting perceptions
that might not be anticipated in advance.
An alternative to open-ended questionnaires is a closed response format with limited
response options. Closed response questionnaires present a series of statements to which
students answer yes or no or indicate their level of agreement on a five-point scale ranging
from strongly agree to strongly disagree. Such five-point response scales are referred to as
Likert scale, after R. A. Likert who originated this format in 1929 and coupled it with item
analysis procedures for retaining effective items from a larger pool.
At the elementary level, a three-point scale agree, uncertain, and disagree is more
common. A typical stem for a closed format questionnaires would be "I feel good when my
teacher stands near me". Closed format questionnaires have a major advantage in the ease
with which large amounts of data can be collected, scored, analyzed and summarized."
Research Methods
The present study aimed at the construction and validation of an instrument to measure the
attitude of the 6th grade students towards science. 150 students of 6th grade (of age 10 ½ -
12 ½ years) were randomly selected from the secondary schools of Federal Area Islamabad
(Nilore) and the Provincial area of Punjab (District Jhelum and District Gujrat).
Table 1: Sex wise / Area wise, Sample Distribution

Federal area Provincial area Provincial area
Total
Islamabad District Jhelum District Gujrat
Boys 25 25 25 75
Girls 25 25 25 75
Total 50 50 50 150
Validity of Attitude Scale

After defining the construct it was broken down into eight domains (Reflectivity, Critical
observation, Rationality, Objectivity, Productivity, Appreciation, Curiosity and Courage).
Forty statements were developed which relate to the study of science and the students were
asked to respond to these statements on a five point Likert scale.
The statements were modified on the basis of previous questionnaires. Validity was
checked by seeking opinions of a group of three science teachers from the elementary schools
of district Jhelum. An interview is a powerful tool to gain insights into students' attitudes.
The researchers used this technique (interview) with sample students to gain further insights
into the results which have been obtained from the questionnaires.
Vol. 5, No. 1, (Spring 2011) 37

Selection of Statements
T-test was used to reject or accept the statements. For this purpose, the frequency distribution
of score based upon the responses to all students was considered. The researchers then took
33% of the subject (50 in this case) with the highest total score and 33% of the subjects (50
in this case) with the lowest total scores with the assumption that these two groups provide
the criterion groups in term of which to evaluate the statements. By using this formula
Xh Xl
t=
Sh2 + Sl2
n (n-1)
The value of each statement was calculated and compared with the table value of't' at 0.05
level with degree of freedom (df) 148. The statement was accepted if the calculated value
of 't' for that particular statement was greater or equal than the table value otherwise it was
rejected and excluded from the instrument. The calculation for one positive statement is given
below:
Table 2:
The calculation of t for evaluating the difference in the mean response to an attitude
statement by High and Low achiever. (N= 150, for a favourable statement).
Response High achievers Low achievers

Categories X f fx fx2
X f fx fx2
SA 5 30 150 750 5 15 75 375
A 4 10 40 160 4 10 40 160
U 3 10 30 90 3 5 15 45
D 2 - - - 2 15 30 60
SD 1 - - - 1 5 5 5
50 220 1000 50 165 645
N fX fX2 N fX fX2
From the above table we get the empirical value of t = 3.3
As the t-calculated is greater than the t-table (i.e. 2.01), therefore this statement was retained
in the attitude scale.
By applying the procedure, the researcher found the values of 't' for every statement
and then arranged in rank order. Then 25 statements were selected with highest t- value for
the instrument, which is shown in the Appendix.
Reliability of the Instrument

After the selection of statements, the instrument was divided into two parts i.e. scores achieved
by the students in the favourable statements (positive) and unfavourable statements (negative).
With the help of these two sets of scores, the reliability of the instrument was calculated by

using split - half method. First, the correlation co-efficient (r) was measured, which gave the
internal consistency of the instrument. Then by using the Spearman Brown formula, the
reliability of the instrument was calculated (i.e. 0.77).
Findings and Results

The literature reflects that a few people adopt science as a subject in their higher studies. In
Pakistan, the traditional teaching strategies (rote memorization of facts) are still used in the
public schools instead of developing the conceptual understanding of the concepts and
ultimately not appealing to the students.
Table 3:
Comparison of mean scores of students achieved in the attitude scale (Boys Vs Girls)
Sample N Mean Socre
Boys 75 102.5
Girls 75 97.00
It is indicated from the table-3 that at elementary level, the boys have more positive attitude
towards science than girls, which shows the girls have less interest in science as compare
to boys. A clearer picture is shown below in the form of bar diagram.
Comparison of mean scores of students achieved in the attitude scale (Boys Vs Girls)
103
102
101
Mean Score
100
99
Series 1
98
97
96
95
94
1 2
Boys Girls
Table 4:
Comparison of mean scores of students achieved in the attitude scale (Federal Vs Provincial Area)
Sample N Mean Socre
Federal Area Islamabad 50 107.02
Provincial Area 100 89.06
The table-4 indicates high positive attitude towards science in favour of students of Federal
Area. Comparatively less positive attitude towards science in the provincial area indicates
some barriers, which create hindrance for the development of positive attitude among the
Vol. 5, No. 1, (Spring 2011) 39
provincial area students. Barriers may include parents and society's impact. Kumar (1995)
states that the personal examples of the teachers and environment of the class help to develop
the positive attitude towards a subject / object. Low participation and their low positive
attitude towards science are greatly affected by the teacher attitude.
From the above discussion, it is concluded that the curriculum planners determine the
area where there are difficulties, especially for girls and for provincial area students. The
results also help the teacher to review their teaching strategies and make the content more
meaningful to the learners.
REFERENCES
Ernest Mc. D. (1994), Understanding Educational Measurement. New York: W. C. Brown
Communication.
Gay, L.R. (1987). Educational Research. New York: Merrill Publishing Company.
Gupta (2004). Research in Teaching of Science; Models and New Strategies New Dehli: APA
Publications Corporation.
International Encyclopedia of Social Sciences. (1972). London: Collier McMillan Publishers.
Johnson, D. (1979). Educational Psychology. London: Prentice Hall Inc., Englewood Cliff.
Leader, G. (1987). Teacher as agent of change in mathematics education: the challenge to
change. Geelong: Deakin university press.
Mc Iver, J.P. and Carmies, E.G. (1983). Unidimensional Scaling (3rd ed.) London: Sage
Publications, Inc.
Reid, N. & Skryabina, E. A. (2002). Attitude towards Physics. Research in Science and
Technological Education. Vol. 20, No. 1, 2002. 67-81.
Reid, N. (2004). Getting started in pedagogical research. LTSN Physics Sciences Practice
Guide. (Hull, LTSN).
Reid, N. (2006). Thoughts on attitude measurement. Research in Science and Technological
Education. Vol. 24, No. 1, May 2006. pp. 3-27.
Shah, I. (2004). Making University Laboratory Work in Chemistry more Effective. Unpublished
doctoral dissertation. Glasgow: Glasgow University, Scotland.
The new Encyclopedia Britannica. (1987).Vol.1, (15th Ed.) New York: Helen Hemingway
Prentice Publisher.
The new Encyclopedia of Education. (1995). 2nd ed. Vol.1, Oxford: BPC Wheaton Ltd.

APPENDIX
Distribution of Statements According to Subscales

A. CRITICAL OBSERVATION
Statement Number: 12
B. RATIONALITY
Statement Number: 5. 15, 16, 19
C. OBJECTIVITY (IMPARTIALITY)
Statement Number: 11, 17, 22
D. REFLECTIVITY (A reflective person is one who have a slow conceptual tempo

and thus tackles learning tasks by categorization the information in methodical,
thoughtfulway. 6, 7,13, 2 ,24
E. PRODUCTIVITY
Statement Number: 1, 2, 3, 14, 21
F. APPRECIATION
Statement Number: 4, 9, 18, 20
G. CURIOSITY
Statement Number: 10, 25
H. COURAGE
Statement Number: 8
Vol. 5, No. 1, (Spring 2011) 41

INSTRUCTIONS: Indicate by a check (ü) your degree of agreement in each statement

on five-point scale. These are as under:-
5. Strongly Agree (SA)
4. Agree (A)
3. Undecided (U)
2. Disagree (D)
1. Strongly Disagree (SD)
S. No. Statements SA A U D SD
1 Knowing science will help me to earn a living.
2 Science is important to me in my life's work.
3 I will use science in many ways when I am an adult.
4 Scientific knowledge has aesthetic value because the
scientist seeks for truth and truth is beauty.
5 Science has made our life very difficult.
6 Science help me to save from superstitions and un-
reasoning.
7 The work of the scientist is not systematic.
8 The work in the science lab is very dangerous that's
why I feel fear.
9 Science will increase my habits of creative thinking.
10 Scientific knowledge will help me in understanding
natural phenomena.
11 I have no need of planning in the playground.
12 Scientific knowledge will develop the sense of
observation.
13 Before entering into the science lab I need no
preparation.
14 Science practical work has no utility in my everyday
life.
15 I don't like science because it is tentative.
16 Instead of scientific programmes on T.V. I would like
to watch fairy tales like Ainak Wala Jin etc.
17 Knowledge once I accepted will not subject to change.
18 We should not criticize the work of others.
19 Traditional beliefs should be preferred even harmful.
20 Science is the best friend of the human being.
21 The development and prosperity of a country mostly
depends on scientific advancements.
22 The knowledge gain through personal experiences is
more reliable than the scientific knowledge.
23 In our daily work we should have to plan our activities.
24 We should not plan our future because future will
take care of itself.
25 Listening to new ideas is a very interesting and
pleasing activity.

KARACHI:
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For details : www.iqra.edu.pk E-mail : sajms@iqra.edu.pk
Gulshan-e-Iqbal Campus : Tel: (92-21) 34800671-04

Clifton Campus (AIFD) : (92-21) 35820859-61
ORiENt (+92-21) 3221 5352, 3221 2685
ISLAMABAD:
Islamabad Campus : Plot # 5, Sector H-9, Islamabad, Pakistan.
UAN : (92-51) 111-264-264 Fax : (92-51) 4438315
QUETTA:
Quetta Campus : 8-B, Zarghoon Road, Quetta, Pakistan.
Tel : (92-81) 111-264-264

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ISSN 20742967

M.I. Subhani and Amber Osman

Roshan A. Shaikh and Salman Zafar

Muhammad Tayyab Alam Bukhari and Muhammad Safdar

IU Iqra University, Karachi-Pakistan

UAN : (92-21) 111-264-264 Ext : 2010

EDITORIAL ADVISORY BOARD

Jameel AHMED Dean, Islamabad Campus, Iqra Islamabad, Pakistan

Contents Spring 2011

Ayub Mehar  1-10

M.I. Subhani and Amber Osman  11-23

Roshan A. Shaikh and Salman Zafar  24-32

Muhammad Tayyab Alam Bukhari and Muhammad Safdar  33-42

How Monetary Policy Affects Poverty:

JEL Classification: E42; I42

Poverty: Changing Trends in Global Scenario:

* Corresponding authors email: ayubmehar@yahoo.com

SAJMS 2011, Published by Iqra University

Scope and Nature of the Study

2 South Asian Journal of Management Sciences

Macroeconomic Growth, Poverty and Monetary Policy in Pakistan: Is There a Linkage?

Vol. 5, No. 1, (Spring 2011) 3

4 South Asian Journal of Management Sciences

Vol. 5, No. 1, (Spring 2011) 5

poor segment of the economy.

6 South Asian Journal of Management Sciences

Vol. 5, No. 1, (Spring 2011) 7

8 South Asian Journal of Management Sciences

Types of Credit 2007

Vol. 5, No. 1, (Spring 2011) 9

10 South Asian Journal of Management Sciences

A Study on the Association between Brand Awareness and Consumer/Brand

M.I. Subhani and Amber Osman*

Brand awareness remains fundamental to consumer life as the interaction initiation

JEL Classification: M31; M39

* Corresponding authors email: drsubhani@yahoo.co.uk and amber.osman@yahoo.com

SAJMS 2011, Published by Iqra University

12 South Asian Journal of Management Sciences

Figure 1: Strategic Marketing & Research Techniques, 2008.

Factors that Influences Brand Equity

components of brand equity:

-Brand awareness renders the brand with a sense of familiarity.

-Name awareness can be a sign of presence, commitment and substance.

Brand Awareness study by Aaker

* Brand recognition: Its related to consumers' ability to confirm prior exposure to

14 South Asian Journal of Management Sciences

Brand Awareness and the Customer perspective

Aaker & Joachimsthaler, 2000

The Importance of brand awareness in brand choice

Vol. 5, No. 1, (Spring 2011) 15

16 South Asian Journal of Management Sciences

Brand Awareness and Consumer/Brand Loyalty

Figure 4: The model on Brand Awareness can be developed as above

18 South Asian Journal of Management Sciences

Relationship between Brand Awareness and Consumer/brand loyalty

Vol. 5, No. 1, (Spring 2011) 19

hand delivered to the respondents.

RESULTS AND DISCUSSIONS

TABLE 2: Chi-square analyses

Chi-square Pearson Pearson

Vol. 5, No. 1, (Spring 2011) 21

Vol. 5, No. 1, (Spring 2011) 23

Ayub Mehar 1-10

M.I. Subhani and Amber Osman 11-23

Roshan A. Shaikh and Salman Zafar 24-32

Muhammad Tayyab Alam Bukhari and Muhammad Safdar 33-42

* Corresponding authors email: ayubmehar@yahoo.com

* Brand recognition: Its related to consumers' ability to confirm prior exposure to

Figure 4: The model on Brand Awareness can be developed as above