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      Error Analysis: Learning Articles and Prepositions among Secondary
                          School Students in Pakistan

                                  Nasir Ahmad Ph.D (Scholar).
                           Ph.D Scholar, Foundation University Islamabad


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   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                       VOL 2, N O 12

                                      Dr.Maqsud Alam Bukhari
                               Principal Foundation University Islamabad
                                             Shafqat Hussain
                            Ph.D Scholar, Foundation University Islamabad
Abstract
The present study was conducted to investigate the errors of Pakistani school students in
prepositions and articles. The main focus of the study was to analyse the errors of students in
articles and prepositions. The sample of the study was comprised of 100 randomly selected
students from government secondary schools of Khyber Pukhtunkhwa. The instrument used in
the study was the essays written by 8th class students in their annual examination. The annual
examination papers in the subject of English of the sample population were collected from the
school record. The errors committed by the students in the use of preposition and articles were
identified and counted in frequencies while writing essays on different topics. The main findings
of the study were; Secondary school students faced more difficulties in learning prepositions as




                                                                          ls
compare to articles; Secondary school students faced more difficulties in learning prepositions of




                                                                         o
                                                                      To
time; Secondary school students were confused while using preposition in their writings;
Secondary school students faced more difficulties in learning indefinite articles and omit articles



                                                                      d
                                                                   an
in their writings.
Key words: Error Analysis, Articles, Prepositions               er
                                                               rit
                                                            W

INTRODUCTION
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                                                       Fr




        Learning a second is a challenging experience for learners. In the process of learning a
                                                    ith




second learning students makes errors or mistakes. Hendrickson (1980) observed that it is
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virtually impossible to avoid errors when learning any new skills, particularly when leaning a
                                              ito




foreign language. It means errors are natural for learners and it is important for second language
                                            Ed




learners as cadling (2001) claims that learner s errors are potentially important for understanding
                                        DF




of how the second language is acquired. Olasehide (2002) also maintains that learner s errors are
                                     ll P




unavoidable and necessary for learning. So errors are not bad but it is a proof that learning is
                                   Fi




taking place as Broughton (1994) argued that the errors he make are to be seen as a sign that
                                PD




learning is taking place.
        Error analysis is significant for learners and teachers as Hasyin (2002) observed that
 errors are advantageous for both learners and teachers. It provides information to the teachers
on student s errors. This helps the teachers in three ways, firstly to correct their errors, secondly
to improve their teaching and thirdly to focus on those area that need reinforcement. Coder
(1967) described that analysis of learner s errors provide insight into the innate nature of
learner s learning system and process of language teaching.
___________________________________________________________
*The authors are a PhD scholar (Education) at Foundation University Islamabad
 **The writer is Dean/Chairman, Foundation University Islamabad

        English is a popular language in Pakistan and a gateway to success and better career
option. It is the second compulsory language in Pakistan and it is taught as a compulsory subject
from class 1 to graduate level. Teaching English as a second language is a difficult task as
Wilkins (1972) pointed out that teaching English to the students from different background are
almost universally difficult for learners.


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ijcrb.webs.com                                                                       APRIL 2011
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                        VOL 2, N O 12

        The students in Pakistan commit errors while learning English. As Rahman (1999)
pointed that Pakistan is perhaps the most backward country of south Asia in the field of
linguistics. Hence there is a need to analyse the errors of students to provide help to those who
learn and teach English as second language.
        This study was designed to investigate the errors of Pakistani school students in
prepositions and articles. This will provide an insight and means to second language teachers and
learners to recognize the importance of error analysis in English as a second language.
METHOD
        The sample of the study was comprised of 100 randomly selected students from
government secondary schools of Khyber Pukhtunkhwa. The instrument used in the study was
the essays written by 8th class students in their annual examination. The annual examination
papers in the subject of English of the sample population were collected from the school record.
The errors committed by the students in the use of preposition and articles were identified and
counted in frequencies while writing essays on different topics.
RESULTS




                                                                         ls
Table 1




                                                                        o
Total number and percentage (%) of errors among secondary school students on the measure of




                                                                     To
prepositions and articles



                                                                     d
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Variables                           No. of Errors                       percentage (%)
                                                               er
                                                              rit
Prepositions                               201                                  56.94
                                                          W
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Articles                                   153                                  43.06
                                                      Fr
                                                   ith




 Total                                     353                                 100
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Table 1 show that the total no. of errors made by secondary school students was 353. Out of
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which (201) 56.94 % was observed in prepositions and (152) 43.06 % was observed in articles.
                               PD




This shows that secondary school students faced more difficulties in learning prepositions as
compare to articles.




Table 2 Percentage (%) of errors among secondary school students on the measure of
prepositions

Types of prepositions                   No. of Errors                         percentage (%)




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   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                                 VOL 2, N O 12

Prepositions of time                       115                                       57.21

Prepositions of place                       41                                       20.39

Prepositions of direction                   45                                       22.39

 Total                                     201                                      100



Table 2 shows that the total no. of errors made by secondary school students on the measure of
prepositions was 201. Out of which (115) 57.21 % was observed in preposition of time, (41)
20.39% was observed in preposition of place and (45) 22.39 % was observed in preposition of
direction. This shows that secondary school students faced more difficulties in learning
prepositions of time.




                                                                          o ls
                                                                       To
Table 3: Percentage (%) of types of errors among secondary school students on the measure of
prepositions



                                                                        d
                                                                     an
Types of errors                      No. of Errors                er             percentage (%)
                                                                 rit
                                                             W

Omission                                   43                                       21.39
                                                            ee
                                                       Fr
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Insertion                                  17                                        8.46
                                                 rw




Confusion                               141                                         71.15
                                                ito
                                           Ed




 Total                                  201                                         100
                                       DF
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                                  Fi




Table 3 shows that the total no. of errors made by secondary school students on the measure of
                               PD




prepositions was 201. It was observed that (43) 21.39 % was omission errors, (17) 8.46 % was
insertion errors and (141) 71.15 % was confusion errors. This shows that secondary school
students were confused while using preposition in their writings.




Table 4: Percentage (%) of errors among secondary school students on the measure of articles

Types of articles                    No. of Errors                               percentage (%)



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ijcrb.webs.com                                                                                APRIL 2011
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                                 VOL 2, N O 12

Indefinite articles                        127                                       83.56

Definite articles                           25                                       16.44

 Total                                     152                                      100


Table 2 shows that the total no. of errors made by secondary school students on the measure of
articles was 152. Out of which (127) 83.56 % was observes in indefinite articles and (25) 16.44
% was observed in definite articles. This shows that secondary school students faced more
difficulties in learning indefinite articles.

Table 5: Percentage (%) of types of errors among secondary school students on the measure of
articles




                                                                            ls
Types of errors                      No. of Errors                               percentage (%)




                                                                          o
                                                                       To
                                                                        d
Omission                                   80                                       52.63


                                                                     an
Insertion                                  29                     er                19.08
                                                                 rit
                                                             W
                                                            ee


Confusion                                  43                                       28.29
                                                       Fr
                                                      ith




 Total                                  152                                         100
                                                 rw
                                                ito
                                           Ed




Table 5 shows that the total no. of errors made by secondary school students on the measure of
                                       DF




articles was 152. It was observed that (80) 52.63 % was omission errors, (29) 19.08 % was
insertion errors and (43) 28.29 % was confusion errors. This shows that secondary school
                                    ll P




students omit articles in their writings.
                                  Fi




 DISCUSSION
                               PD




This study was designed to investigate the errors of Pakistani school students in prepositions and
articles. The main findings of the study were; the secondary school students faced more
difficulties in learning prepositions as compare to articles, the secondary school students faced
more difficulties in learning prepositions of time and were confused while using preposition in
their writings. The secondary school students faced more difficulties in learning indefinite articles
and they omit articles in their writings.
The findings of the study that the secondary school students faced more difficulties in learning
prepositions and the secondary school students faced more difficulties in learning prepositions of
time and were confused while using preposition in their writings. This shows that prepositions
were not properly taught when they were first introduced and there are no rules to govern their
usage. These finding was supported by Cele-Murcia (2001). She observed that non native
speakers of English tend to have three types of errors with prepositions: choosing the wrong
preposition, omitting a needed preposition and using an extra preposition where one is not
needed. However, onike(2007) observed that The overall students performance in the use of
preposition was rated good and this indicates students good knowledge of prepositional rules.


COPY RIGHT © 2011 Institute of Interdisciplinary Business Research                                         389
ijcrb.webs.com                                                                      APRIL 2011
     INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                      VOL 2, N O 12

The finding of the study that secondary school students faced difficulties in learning
articles because their native language lacks the system of articles. This finding was supported by
Kimizuka (1967). He observed that article usage is one of the greatest problems for the Japanese
learner is vividly revealed in the high frequency of mistakes, the highest of all the structural items.
 RECOMMENDATIONS
 In the light of the findings of the study the following recommendation were made:
     i.   All the three types of preposition should be taught systematically.
    ii. The articles should also be taught systematically.
  iii. The teacher should improve their teaching technique by preparing systematic material.
   iv.    The learning of prepositions and articles should be sufficiently re-inforced.




                                                                         ols
                                                                      To
                                                                      d
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                                                                er
                                                               rit
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                                                          ee
                                                      Fr
                                                    ith
                                                 rw
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                                   Fi
                                PD




 COPY RIGHT © 2011 Institute of Interdisciplinary Business Research                               390
ijcrb.webs.com                                                                  APRIL 2011
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                   VOL 2, N O 12

REFERENCES
Broughton, Geoffrey. Christopher Brumfit., Roger Flavell., Peter Hill., & Anita Pincas. (1994).
      Teaching English as foreign language. New York. Routledge Kegan Paul limited.

Cadling, R.B. (2001). Vocabulary and Language Teaching. New York. Longman Inc.

Corder, S. P. 1967. "The significance of learners errors . International Review of Applied
       Linguistics 5(4) 161-169

Hasyim, sunardi (2002). Error Analysis in the teaching of English. A Biannual Publication on the
        Study of Language and Literature (4)1, 62-74. Retrieved from
http://puslit2.petra.ac.id/ejournal/index.php/ing/article/view/15485

Kimizuka, S.(1967).Teaching English to Japanese. Los Angles: Anchor Enterprises.




                                                                         ls
Onike, Rahaman..(2007). Analysis of Errors of Preposition In the Learners Use of English In




                                                                        o
       Second Language Situation. Retrieved from http://searchwarp.com/swa129884.htm




                                                                     To
                                                                     d
                                                                  an
Olasehinde M.O. (2002): Error Analysis and Remedial Pedagogy in Babatunde S.T. and D.S
                                                               er
       Adeyanju (eds) Language, Meaning and Society: Ilorin, Itaytee Press and Publishing Co.
                                                              rit
       (Nigeria)
                                                          W
                                                         ee


Wilkins, D.A.(1972). Linguistics in Linguage Teaching. The MIT press. Massachusetts.
                                                     Fr
                                                   ith




Rehman, Tariq.(2002). Language, Ideology and power: Language learning among the Muslims
                                                rw




     of Pakistan and north India. Karachi. Oxford university press.
                                             ito
                                           Ed
                                       DF
                                    ll P
                                  Fi
                               PD




COPY RIGHT © 2011 Institute of Interdisciplinary Business Research                           391
ijcrb.webs.com                                                                  APRIL 2011
     INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                  VOL 2, N O 12

              Consumer Brand Choice in a No-brand Awareness situation of low
                              involvement Products

                               Mohammad Ismail Soomro
                                     Assistant Professor
     Department of Business Administration, Shah Abdul Latif University, Khairpur, Pakistan

                              Muhammad Masihullah Jatoi
                                     Assistant Professor
                                  (Corresponding author)
     Department of Business Administration, Shah Abdul Latif University, Khairpur, Pakistan

                                  Dr. Rahman Gul Gilal




                                                                         ls
                                     Assistant Professor




                                                                        o
                                                                     To
     Department of Business Administration, Shah Abdul Latif University, Khairpur, Pakistan




                                                                     d
                                                                  an
Abstract
                                                               er
                                                              rit
The purpose of this paper was to examine and ranking the dominating factors influencing
                                                          W

consumers purchasing decision in an un-awareness situation to buy a low involvement product.
                                                         ee



204 undergraduate students or subjects were selected by convenient sampling procedure; those
                                                     Fr
                                                   ith




participated in experiment on two categories of products (pen, and sun-block) to identify the
                                                rw




dominant reason to buy any selected brand. Non-parametric tests of Friedman and Kendall.W s
                                             ito




rank tests were applied. The frequency tables and mean ranks of each variable showing the
                                           Ed




percentage of the respondents who rank the variable as first, second, and third reason to purchase
                                       DF




a brand. The model identified that among from all of the six variables; the quality of a brand is
                                    ll P




the first and dominant factor to choose a brand, while price and packaging are considered as
second and third reasons to make choice for a brand respectively.
                                  Fi
                               PD




Key words: Low Involvement, Un-Awareness, Buying Decision, Quality, Price, and Packaging.


1.      INTRODUCTION
There are numerous reasons to buy a brand in a given situation, but our objective is only to study
the behavior of the consumer regarding his or her purchasing attitude by examining the
significant and dominant reasons of buying a particular product in a given situation.
A lot of controversies are arising while looking into the literature regarding the consumer choice
decision , whether the decisions are based on some attributes of the product like quality, price,
brand credibility, or on the basis of consumer attitude and intention, advertising, group
influences, innovations, and brand loyalty, or the decisions are made on the ground of brand
awareness.




COPY RIGHT © 2011 Institute of Interdisciplinary Business Research                            392

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Error analysis learning articles and prepositions among secondary

  • 1. ijcrb.webs.com APRIL 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 2, N O 12 Peteraf, M.A. (1993), The cornerstone of competitive advantage: a resource-based view , Strategic Management Journal, Vol. 14 No. 3, pp. 57-83. Porter, M. (1985), Competitive Advantage, The Free Press, New York. Reed, R., & DeFilippi, R. J. (1990),. Causal ambiguity, barriers to imitation, and sustainable competitive advantage , Academy of Management Review, Vol.15, pp. 88-117. Ring, P.S.and Van de Ven, A.H. (1994), "Developmental processes of cooperative inter organizational relationships", Academy of Management Review, Vol. 19, pp.90-118. Rumelt, R. P. (1984), Toward a Strategic Theory of the Firm: In Competitive Strategic Management. Robert Lamb. ed. Prentice Hall. Englewood Cliffs. NJ. Sanchez, R., Heene, A. and Thomas, H. (1996), Dynamics of Competence-based Competition: Theory and Practice in the New Strategic Management, Elsevier Science Ltd, Oxford. ols To Segev, Eli (1987), "Strategy, strategy making, and performance - an empirical investigation," Management Science, Vol.33, pp. 258-269. d an er SCOw, C. C. and Donald C. H. (1980), "Measuring organizational strategies: some theoretical rit and methodological problems," Academy of Management Review, Vol. 5, pp. 527-538. W ee Teece, D.J., Pisano, G. and Shuen, A. (1997), Dynamic capabilities and strategic management , Fr Strategic Management Journal, Vol. 18 No. 7, pp. 509-533. ith rw Uddin, A. M. (2001), Globalisation and Competitiveness of Bangladesh s Small scale ito Ed Zahra, S. A. (1987), "Corporate strategic types, environmental perceptions, managerial philosophies, and goals: an empirical study," Akron Business and Economic Review, Vol. 18, DF pp. 64-77. ll P Fi Zajac, E.J. (1993), From transactional cost to transactional value analysis: implications for the PD study of inter organizational strategies , Journal of Management Studies, Vol. 30, pp.131-45. Error Analysis: Learning Articles and Prepositions among Secondary School Students in Pakistan Nasir Ahmad Ph.D (Scholar). Ph.D Scholar, Foundation University Islamabad COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 385
  • 2. ijcrb.webs.com APRIL 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 2, N O 12 Dr.Maqsud Alam Bukhari Principal Foundation University Islamabad Shafqat Hussain Ph.D Scholar, Foundation University Islamabad Abstract The present study was conducted to investigate the errors of Pakistani school students in prepositions and articles. The main focus of the study was to analyse the errors of students in articles and prepositions. The sample of the study was comprised of 100 randomly selected students from government secondary schools of Khyber Pukhtunkhwa. The instrument used in the study was the essays written by 8th class students in their annual examination. The annual examination papers in the subject of English of the sample population were collected from the school record. The errors committed by the students in the use of preposition and articles were identified and counted in frequencies while writing essays on different topics. The main findings of the study were; Secondary school students faced more difficulties in learning prepositions as ls compare to articles; Secondary school students faced more difficulties in learning prepositions of o To time; Secondary school students were confused while using preposition in their writings; Secondary school students faced more difficulties in learning indefinite articles and omit articles d an in their writings. Key words: Error Analysis, Articles, Prepositions er rit W INTRODUCTION ee Fr Learning a second is a challenging experience for learners. In the process of learning a ith second learning students makes errors or mistakes. Hendrickson (1980) observed that it is rw virtually impossible to avoid errors when learning any new skills, particularly when leaning a ito foreign language. It means errors are natural for learners and it is important for second language Ed learners as cadling (2001) claims that learner s errors are potentially important for understanding DF of how the second language is acquired. Olasehide (2002) also maintains that learner s errors are ll P unavoidable and necessary for learning. So errors are not bad but it is a proof that learning is Fi taking place as Broughton (1994) argued that the errors he make are to be seen as a sign that PD learning is taking place. Error analysis is significant for learners and teachers as Hasyin (2002) observed that errors are advantageous for both learners and teachers. It provides information to the teachers on student s errors. This helps the teachers in three ways, firstly to correct their errors, secondly to improve their teaching and thirdly to focus on those area that need reinforcement. Coder (1967) described that analysis of learner s errors provide insight into the innate nature of learner s learning system and process of language teaching. ___________________________________________________________ *The authors are a PhD scholar (Education) at Foundation University Islamabad **The writer is Dean/Chairman, Foundation University Islamabad English is a popular language in Pakistan and a gateway to success and better career option. It is the second compulsory language in Pakistan and it is taught as a compulsory subject from class 1 to graduate level. Teaching English as a second language is a difficult task as Wilkins (1972) pointed out that teaching English to the students from different background are almost universally difficult for learners. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 386
  • 3. ijcrb.webs.com APRIL 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 2, N O 12 The students in Pakistan commit errors while learning English. As Rahman (1999) pointed that Pakistan is perhaps the most backward country of south Asia in the field of linguistics. Hence there is a need to analyse the errors of students to provide help to those who learn and teach English as second language. This study was designed to investigate the errors of Pakistani school students in prepositions and articles. This will provide an insight and means to second language teachers and learners to recognize the importance of error analysis in English as a second language. METHOD The sample of the study was comprised of 100 randomly selected students from government secondary schools of Khyber Pukhtunkhwa. The instrument used in the study was the essays written by 8th class students in their annual examination. The annual examination papers in the subject of English of the sample population were collected from the school record. The errors committed by the students in the use of preposition and articles were identified and counted in frequencies while writing essays on different topics. RESULTS ls Table 1 o Total number and percentage (%) of errors among secondary school students on the measure of To prepositions and articles d an Variables No. of Errors percentage (%) er rit Prepositions 201 56.94 W ee Articles 153 43.06 Fr ith Total 353 100 rw ito Ed DF ll P Table 1 show that the total no. of errors made by secondary school students was 353. Out of Fi which (201) 56.94 % was observed in prepositions and (152) 43.06 % was observed in articles. PD This shows that secondary school students faced more difficulties in learning prepositions as compare to articles. Table 2 Percentage (%) of errors among secondary school students on the measure of prepositions Types of prepositions No. of Errors percentage (%) COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 387
  • 4. ijcrb.webs.com APRIL 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 2, N O 12 Prepositions of time 115 57.21 Prepositions of place 41 20.39 Prepositions of direction 45 22.39 Total 201 100 Table 2 shows that the total no. of errors made by secondary school students on the measure of prepositions was 201. Out of which (115) 57.21 % was observed in preposition of time, (41) 20.39% was observed in preposition of place and (45) 22.39 % was observed in preposition of direction. This shows that secondary school students faced more difficulties in learning prepositions of time. o ls To Table 3: Percentage (%) of types of errors among secondary school students on the measure of prepositions d an Types of errors No. of Errors er percentage (%) rit W Omission 43 21.39 ee Fr ith Insertion 17 8.46 rw Confusion 141 71.15 ito Ed Total 201 100 DF ll P Fi Table 3 shows that the total no. of errors made by secondary school students on the measure of PD prepositions was 201. It was observed that (43) 21.39 % was omission errors, (17) 8.46 % was insertion errors and (141) 71.15 % was confusion errors. This shows that secondary school students were confused while using preposition in their writings. Table 4: Percentage (%) of errors among secondary school students on the measure of articles Types of articles No. of Errors percentage (%) COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 388
  • 5. ijcrb.webs.com APRIL 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 2, N O 12 Indefinite articles 127 83.56 Definite articles 25 16.44 Total 152 100 Table 2 shows that the total no. of errors made by secondary school students on the measure of articles was 152. Out of which (127) 83.56 % was observes in indefinite articles and (25) 16.44 % was observed in definite articles. This shows that secondary school students faced more difficulties in learning indefinite articles. Table 5: Percentage (%) of types of errors among secondary school students on the measure of articles ls Types of errors No. of Errors percentage (%) o To d Omission 80 52.63 an Insertion 29 er 19.08 rit W ee Confusion 43 28.29 Fr ith Total 152 100 rw ito Ed Table 5 shows that the total no. of errors made by secondary school students on the measure of DF articles was 152. It was observed that (80) 52.63 % was omission errors, (29) 19.08 % was insertion errors and (43) 28.29 % was confusion errors. This shows that secondary school ll P students omit articles in their writings. Fi DISCUSSION PD This study was designed to investigate the errors of Pakistani school students in prepositions and articles. The main findings of the study were; the secondary school students faced more difficulties in learning prepositions as compare to articles, the secondary school students faced more difficulties in learning prepositions of time and were confused while using preposition in their writings. The secondary school students faced more difficulties in learning indefinite articles and they omit articles in their writings. The findings of the study that the secondary school students faced more difficulties in learning prepositions and the secondary school students faced more difficulties in learning prepositions of time and were confused while using preposition in their writings. This shows that prepositions were not properly taught when they were first introduced and there are no rules to govern their usage. These finding was supported by Cele-Murcia (2001). She observed that non native speakers of English tend to have three types of errors with prepositions: choosing the wrong preposition, omitting a needed preposition and using an extra preposition where one is not needed. However, onike(2007) observed that The overall students performance in the use of preposition was rated good and this indicates students good knowledge of prepositional rules. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 389
  • 6. ijcrb.webs.com APRIL 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 2, N O 12 The finding of the study that secondary school students faced difficulties in learning articles because their native language lacks the system of articles. This finding was supported by Kimizuka (1967). He observed that article usage is one of the greatest problems for the Japanese learner is vividly revealed in the high frequency of mistakes, the highest of all the structural items. RECOMMENDATIONS In the light of the findings of the study the following recommendation were made: i. All the three types of preposition should be taught systematically. ii. The articles should also be taught systematically. iii. The teacher should improve their teaching technique by preparing systematic material. iv. The learning of prepositions and articles should be sufficiently re-inforced. ols To d an er rit W ee Fr ith rw ito Ed DF ll P Fi PD COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 390
  • 7. ijcrb.webs.com APRIL 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 2, N O 12 REFERENCES Broughton, Geoffrey. Christopher Brumfit., Roger Flavell., Peter Hill., & Anita Pincas. (1994). Teaching English as foreign language. New York. Routledge Kegan Paul limited. Cadling, R.B. (2001). Vocabulary and Language Teaching. New York. Longman Inc. Corder, S. P. 1967. "The significance of learners errors . International Review of Applied Linguistics 5(4) 161-169 Hasyim, sunardi (2002). Error Analysis in the teaching of English. A Biannual Publication on the Study of Language and Literature (4)1, 62-74. Retrieved from http://puslit2.petra.ac.id/ejournal/index.php/ing/article/view/15485 Kimizuka, S.(1967).Teaching English to Japanese. Los Angles: Anchor Enterprises. ls Onike, Rahaman..(2007). Analysis of Errors of Preposition In the Learners Use of English In o Second Language Situation. Retrieved from http://searchwarp.com/swa129884.htm To d an Olasehinde M.O. (2002): Error Analysis and Remedial Pedagogy in Babatunde S.T. and D.S er Adeyanju (eds) Language, Meaning and Society: Ilorin, Itaytee Press and Publishing Co. rit (Nigeria) W ee Wilkins, D.A.(1972). Linguistics in Linguage Teaching. The MIT press. Massachusetts. Fr ith Rehman, Tariq.(2002). Language, Ideology and power: Language learning among the Muslims rw of Pakistan and north India. Karachi. Oxford university press. ito Ed DF ll P Fi PD COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 391
  • 8. ijcrb.webs.com APRIL 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 2, N O 12 Consumer Brand Choice in a No-brand Awareness situation of low involvement Products Mohammad Ismail Soomro Assistant Professor Department of Business Administration, Shah Abdul Latif University, Khairpur, Pakistan Muhammad Masihullah Jatoi Assistant Professor (Corresponding author) Department of Business Administration, Shah Abdul Latif University, Khairpur, Pakistan Dr. Rahman Gul Gilal ls Assistant Professor o To Department of Business Administration, Shah Abdul Latif University, Khairpur, Pakistan d an Abstract er rit The purpose of this paper was to examine and ranking the dominating factors influencing W consumers purchasing decision in an un-awareness situation to buy a low involvement product. ee 204 undergraduate students or subjects were selected by convenient sampling procedure; those Fr ith participated in experiment on two categories of products (pen, and sun-block) to identify the rw dominant reason to buy any selected brand. Non-parametric tests of Friedman and Kendall.W s ito rank tests were applied. The frequency tables and mean ranks of each variable showing the Ed percentage of the respondents who rank the variable as first, second, and third reason to purchase DF a brand. The model identified that among from all of the six variables; the quality of a brand is ll P the first and dominant factor to choose a brand, while price and packaging are considered as second and third reasons to make choice for a brand respectively. Fi PD Key words: Low Involvement, Un-Awareness, Buying Decision, Quality, Price, and Packaging. 1. INTRODUCTION There are numerous reasons to buy a brand in a given situation, but our objective is only to study the behavior of the consumer regarding his or her purchasing attitude by examining the significant and dominant reasons of buying a particular product in a given situation. A lot of controversies are arising while looking into the literature regarding the consumer choice decision , whether the decisions are based on some attributes of the product like quality, price, brand credibility, or on the basis of consumer attitude and intention, advertising, group influences, innovations, and brand loyalty, or the decisions are made on the ground of brand awareness. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 392