Dissertation: COVID-19 Impact on Printing Industry in Middle East

This dissertation investigates the impact of the COVID-19 pandemic on the business performance of the printing industry in the Middle East. It addresses objectives such as understanding the printing industry as a tertiary sector, its role in future business, and the specific impacts of COVID-19. The research employs a quantitative method using survey data, both primary and secondary, analyzed through statistical tools like SPSS. Key findings include the challenges faced by the industry due to the pandemic, adaptations implemented to improve business performance, and the industry's importance as a tertiary sector with a vital role in the future of the Middle East. The study concludes with recommendations for companies to improve their operations and address issues like employee morale, while also acknowledging the limitations of the research.

DISSERTATION
(Impact of Covid pandemic in Business
Performance of the Printing Industry in
Middle East)

DECLARATION
I hereby declare that my investigation is on the topic “Impact of Covid pandemic in
Business Performance of the Printing Industry in Middle East” is conducted by me. There is no
third person involved in the research project and all the important ethics rules are being followed
in conducting the research. I have carried on the overall report in the given period of time. The
information I gathered in the literature review is properly acknowledged with authentic
information. All those authors from whose the information has gathered and is managed by
proper citations with list of references. I also declare that the chapters and activities covered in
the research project is not being used in the earlier research.

ACKNOWLEDGEMENT
Iam really grateful for getting the chance for conducting the research on this particular
and important topic of impact of Covid-19 on the printing industry. I would like to thanks all my
teachers, mentors and seniors that they helped me with the all the relevant content that helps in
carrying out the research. They have provided with proper support and guidance for conducting
the research in an effective and productive manner.
I would also like to show my gratitude to my family and friends to support me to do the
research in an accurate way. With their guidance and motivation, I get the confidence of
completing the research n the topic in a proper and timely.
manner.

ABSTRACT
The main idea of conducting the present research is to understand the impact of Covid-19
on the business performance within the printing industry. In the present research, the researcher
has focused on addressing the set objectives such as understanding about printing industry as
tertiary sector, study the role of printing industry in the future business and the impact of Covid
19 on performance of business. The researcher has used quantitative research method for
carrying out the investigation with the help of survey method. Both primary and secondary data
are used for collecting and analysing information delated to the research topic in an effective
manner.

Contents
DECLARATION.............................................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................3
ABSTRACT....................................................................................................................................4
Contents...........................................................................................................................................5
LIST OF TABLES...........................................................................................................................7
LIST OF FIGURES.........................................................................................................................8
Chapter 1: INTRODUCTION.........................................................................................................1
1.1 Background of the Study.......................................................................................................1
1.2 Research rationale..................................................................................................................1
1.3 Research Aim and objective..................................................................................................2
1.4 Research Question:................................................................................................................2
1.5 Dissertation Structure............................................................................................................2
CHAPTER 2: BACKGROUND/ CONTEXT.................................................................................4
2.1 Significance of Study.............................................................................................................4
2.2 Research problem..................................................................................................................4
Chapter 3: Literature Review...........................................................................................................5
3.1 Introduction............................................................................................................................5
3.2 Impact on business performance of printing industry, due to Covid.....................................5
3.3 Importance of printing industry, as tertiary sector business..................................................7
3.4 Role of printing industry, for future, in middle east..............................................................9
3.5 Conclusion...........................................................................................................................11
CHAPTER 4: RESEARCH METHODOLOGY...........................................................................13
4.1 Introduction..........................................................................................................................13
4.2 Research design...................................................................................................................13
4.2.1. Research philosophy........................................................................................................14
4.2.2 Research approach............................................................................................................14
4.2.3 Research choice................................................................................................................14
4.2.4 Research strategy..............................................................................................................14
4.2.5 Time horizon.....................................................................................................................15
4.3 Data collection.....................................................................................................................15

4.4 Sampling..............................................................................................................................15
4.5 Data Analysis.......................................................................................................................15
4.6 Reliability............................................................................................................................16
4.8 Ethical consideration...........................................................................................................16
4.9 Summary..............................................................................................................................16
CHAPTER 5: DATA ANALYSIS AND FINDING.....................................................................17
5.1 Reliability analysis...............................................................................................................17
5.2 Descriptive analysis.............................................................................................................17
5.3 Frequency distribution.........................................................................................................20
5.4 Correlations..........................................................................................................................34
5.5 Regression............................................................................................................................36
CHAPTER 6: DISCUSSION........................................................................................................38
CHAPTER 7: CONCLUSION AND RECOMMENDATION.....................................................43
7.1 Conclusion...........................................................................................................................43
7.2 Limitation of the research....................................................................................................45
7.3 Recommendation.................................................................................................................45
APPENDIX....................................................................................................................................52
Questionnaire.............................................................................................................................52

LIST OF TABLES
Table 1: Reliability Statistics.........................................................................................................16
Table 2: Descriptive analysis.........................................................................................................16
Table 3: Age..................................................................................................................................19
Table 4: Sexual appearances..........................................................................................................20
Table 5: Awareness about the issues faced by organisations during Covid-19 pandemic............21
Table 6: Does printing industry face lot of challenges after the outbreak of global pandemic.....22
Table 7: Do you agree that Covid 19 crisis impact the business performance of the printing
industry..........................................................................................................................................23
Table 8: Impact of Covid 19 on business performance and productivity of the printing industry at
middle East....................................................................................................................................24
Table 9: What is the major impact of Covid 19 pandemic on the printing industry of Middle east
.......................................................................................................................................................25
Table 10: What is the method used by printing industry to improve their business performance at
the time of Covid 19 pandemic......................................................................................................27
Table 11: Do printing industry is one of the important tertiary sector in the business industry. . .28
Table 12: What is the main importance of printing industry at tertiary sector..............................29
Table 13: Do printing industry plays a vital role in the future after Covid 19 pandemic crisis....30
Table 14: Major role of Printing industry in the future for middle east........................................31
Table 15: Does printing industry see a large growth and success in the future.............................32
Table 16: Correlation table............................................................................................................33
Table 17: Regression table.............................................................................................................35

LIST OF FIGURES
Figure 1: age..................................................................................................................................19
Figure 2 Sexual appearances.........................................................................................................20
Figure 3: Awareness about the issues faced by organisations during Covid-19 pandemic...........21
Figure 4 Does printing industry face lot of challenges after the outbreak of global pandemic.....23
Figure 5: Do you agree that Covid 19 crisis impact the business performance of the printing
industry..........................................................................................................................................24
Figure 6: Impact of Covid 19 on business performance and productivity of the printing industry
at middle East................................................................................................................................25
Figure 7: What is the major impact of Covid 19 pandemic on the printing industry of Middle east
.......................................................................................................................................................26
Figure 8: What is the method used by printing industry to improve their business performance at
the time of Covid 19 pandemic......................................................................................................27
Figure 9: Do printing industry is one of the important tertiary sector in the business industry....28
Figure 10: What is the main importance of printing industry at tertiary sector............................29
Figure 11: Do printing industry plays a vital role in the future after Covid 19 pandemic crisis...31
Figure 12: Major role of Printing industry in the future for middle east.......................................32
Figure 13: Does printing industry see a large growth and success in the future...........................33

Chapter 1: INTRODUCTION
1.1 Background of the Study
Covid-19 pandemic is most affected disease that affects the different people in different
ways. It is an infectious disease that caused many health issues in person specially affects their
respiratory system (Nhamo, Dube and Chikodzi, 2020). Due to this many people lost their lives
and some faced many difficulties to get recover from it. This crisis not only affected the health
and lives of the people but also the world economy. It is because in many countries, government
allowances lockdown where people are not allowed to came out from there house except
emergency cases. It would help government to decrease the spread of virus in the nation and
saved the lives of many citizens in the country. Due to which many industries and businesses
were remain closed for many times that create many problems in all over the world. In this
pandemic many company faced problems in order to manage their business performance. As
employees were not ready to come at workplace to perform their regular job (Hossain, Thakur
and Mangla, 2021). It was an important reason that affects the business performance of many
organisations in all over the world. Covid-19 pandemic not only affects the business performance
of companies some of them were gone on huge loss because their fixed costs increases and their
sales were few or zero. Due to this many company closed their business as they are not able to
survive in the market at that time. Covid-19 not only affects the business but also the employees
also. It is because many employees lose their jobs because company were not able to perform
their functions regularly in the organisation. There are many impacts that Covid pandemic create
on businesses and industries in all over the world. Thus, current research is conducted to analyse
the impact of Covid pandemic in business performance of the Printing Industry in Middles East
1.2 Research rationale
The reason behind for the selection of this research topic is to gain information about the
impact of Covid pandemic in business performance. This information may help company to deal
with the upcoming crisis in better manner as well as make their business performance smoother
(Zainal, 2020). Covid-19 pandemic drastically affects the many industries and businesses,
current research helps them to recover faster and operate their business more smoothly and
effectively. There are two main objectives of the researcher that makes them to conduct research
in this topic. First objective is personal where the researcher wants to enhance their knowledge
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gaining information about the topic. On the other hand, second objective is professional where
the researcher wants to apply its knowledge in professional career to help companies in dealing
with future crisis in many more.
1.3 Research Aim and objective
To analyse the impact of Covid pandemic in business performance of the Printing
Industry in Middles East.
Research Objective
 To assess the impact on business performance of printing industry, due to Covid.
 To understand the importance of printing industry, as tertiary sector business.
 To evaluate the role of printing industry, for future, in middle east.
1.4 Research Question:
What is the impact on business performance of printing industry, after Covid pandemic in the
Middle East?
1.5 Dissertation Structure
The current dissertation consists many chapters that are important for the researcher to
conduct the whole research in systematic manner. These are chapters are described below:
Introduction- It is the first chapter of the dissertation that provide overview about the
research (Bloomberg and Volpe, 2018). This chapter includes many other things also such as
research aim, objectives and questions, research problems, research rationale and many more.
Literature review- It is the second chapter of the dissertation that provides view, opinion
and perspective of different authors authors related to research topic. It help researcher to
establish familiarity with and understanding of the current research in a particular field before
carrying our a new research.
Research methodology- It is the third chapter of dissertation that highlights methods,
techniques, approaches that are used by the researcher to conduct the current research (Grelak,
2021). The researcher selects quantitative method in order to conduct the research as it helps in
collecting numerical information. Researcher also used SPSS software for statistical analysis.
Data analysis and findings- It is the fourth chapter of the dissertation to analysed and
discussed the the collected data in order to outline the findings of the research. This chapter is
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most important chapter of the dissertation because it shows the reader what they have been found
in the terms of quantitative data that the researcher collects in the current research.
Conclusion and recommendation- It is the last and final chapter of the dissertation that
summarised whole research, conclude the findings as well as answer all the research questions.
This chapter also involves recommendation part which is used to provide recommendation for
the company to solve research problems (Schymanietz, 2020). This recommendation may also
help company to improve their business operations in better manner.
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CHAPTER 2: BACKGROUND/ CONTEXT
2.1 Significance of Study
The current research is important for the companies and industries to improve their
business performance in post Covid-19 period. This research also help them to gain more
knowledge regarding the impact of Covid pandemic that help company to operate their business
more effectively in future crisis (Nurhasanah, 2022). This researcher is also important for the
researcher also as it help them to enhance their knowledge as well as develop various skills in
order to perform their future research in better manner. The skills that the researcher develop in
the current research are data analytics, communication, project management, time management,
budget handling, data collection and many more (Saleh, 2020). This research is important for the
reader also as it helps them to gain knowledge how an organisation effectively operate their
business in Covid pandemic as well as achieve their goals and objectives.
2.2 Research problem
The problem which has been identified in the current research is lower employee’s
morale in the organisation. In Covid-19 many organisation allows their some of the employees is
to conduct their job from their home in order to reduce the chances of spread of virus. Due to
this, morale of other employees are affected towards the organisation (Nguyen, Ngo and Tran,
2021). They have to perform their fixed job in the workplace by coming daily, which may risky
for them also. On the other hand, work from employees are not performing their work properly
from their home and create many mistakes. It affects the organisational performance and
productivity because employees do not give their best efforts in their performance. Company
need to use effective strategies for increasing their employee’s morale as well as improving
performance of their work from employees properly.
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Chapter 3: Literature Review
3.1 Introduction
The term literature review is known to enhance the level of knowledge in relation to the chosen
topic. It also supports in order to give brief overview of the topic with the help of various sources
and such information can be applied to the business and the other professional environment. It is
mainly linked with reviewing the material which is already published in the particular area pf
interest. With the help of this the new ideas can be generated in the field and it brings better level
of understanding. With the help of this new concepts can be understood with experimental
techniques. The readers will be able to compare and contrast the sources related to the chosen
topic. This part will outline about the role of business performance in relation to the printing
industry during the time of pandemic and it also summarise the importance of printing industry.
Further, it will present the role of printing industry mainly for future.
3.2 Impact on business performance of printing industry, due to Covid
According to Salwin and et.al., (2020), as Covid-19 was declared as a global pandemic
which has affected all the economic activities globally. The pandemic has tended to brought the
worst situation that is for the overall population and the printing industry has affected badly. The
companies of the printing sector had to face the main issue during re-opening. It can also be said
that it is one of the main industries which has affected the most. Another main impact is linked to
the increased expenses at the workplace as they are to make use of new space, additional stuff
and resources with the aim of fulfilling the trend in the market. Along with it, the printing
industry has focus on new technology so that better upgradation will tend to increase the
expenses (Song and Liu, 2019). Also, it can be seen that the printing industry had to face various
issues which requires various preventive measures with the aim of innovating and modifying the
way of operations. The application of the digital technologies will support in enhancing the level
of better performance, improved efficiencies and lower costs in the level of growth. As per the
market situation, it is not easy to attain growth and consistency in the market. There are various
issues which are faced by the company in order to be successful in the coming future. Such as
the technology is shifting and the demands of the customers kept changing in the market. That is
why the printing industry is having complex issues in relation to structure its strategies so that it
can deliver better to its customers. It comprises of various segments which are used to establish
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the product. Along with it, the workers who are in the printing industry are naturally trained
informally on the job so that they can contribute to the company. Furthermore, on-the-job
training required to learn various skills which varies by occupation and shop on the basis of
tasks. With the help of experience and training, workers will be able to deal with responsible
positions at the work. It can be seen that workers usually begin as basic helpers and later on
promoted to higher positions that is supervisors and others. In relation to printing industry,
proper organisational culture was made in order to encourage the level of innovation. As
innovation will be served as the main element in promoting the level of innovation which will
directly contribute to the company’s growth. When it comes to deal with various customers there
are various options which are available to the business such as business cards, roll labels,
broachers and many more. As per the market situation, there are various type of customer’s
values which must be taken care of that is related to eco-friendly habits or various trends as per
the market. It can also be seen that businesses are constantly increasing their demands related to
the printed products. The printing media is known to allow better and faster process in the
company (Laing and Perrin, 2018). This process will tend to enhance the overall worth of the
company. The printing industry is one of the vast industries which comprises of various elements
that is the large printers, merchants, manufactures and many others. As per the market situation
the digital change is the part of life and daily schedule. It can also be noticed that as more and
more data is generated in the market then the demands of the customers will elevate. That is why
the companies are required to find out and implement the best technologies in the processes. It is
one of the trusted form of media as it is easy and most reliable way to communicate the message
with the customers in the market. It can be customised on the basis of the companies and its
message to the customers. Due to which better productivity can be performed in the company as
the teams will be clear in relation to their tasks. Such clarity will lead to maintain good image in
the market.
Moreover, the printing industry was going through the major changes and in that process
technology is considered to be the major reason. Furthermore, as the demands of the customers
are kept changing due to which the companies are required to make further investments for the
companies. In relation to the Covid aspect, the companies have also targeted in saving the overall
cost of labour, as it minimised the face-to-face contact. Also, the another significant strategy
adopted by the printing industry is by increasing the operational procedures with the help of
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strategic plans for the determination of surviving the dangerous crisis and threatening situations
in the market. The print media provides a great flexibility in order to attain the desired goals of
the company. The companies make use of print media as it supports in maintaining better control
and compliance in relation to deliver the best outcomes. It is considered to be the oldest and
basic form of communication that is magazines, weeklies, newspapers, printed journal and many
more (Hayta, P., Oktav and Ateş Duru, 2022). It is known to build the image of the brand in the
market as it is said to be more credible as compared to digital media. Along with it, it is less
competitive in the market and people prefer this industry. Most of the digital ads are not even
noticed whereas the print media sticks around for years.
It is seen that pandemic caused serious disruptions across the globe. The players in the
printing space are also innovative and adding new services in order to transform their business
into digital first model. the stationary retail was forced to change their business models and adapt
new condition which helps in increase in the efficiency. The cloud printer. Com is digital
printing platform which delivers print automation solutions for E-commerce and having natural
interest in the impact of lockdown on the printing industry. There are several companies
switched to home offices which further accelerated the trends towards going paperless from the
business perspective. With the use of new set of tech-driven and app-based services printing
industry are enable in continuing to serve clients and timely meeting all the deliverables
regardless of the lockdown or other challenges.
3.3 Importance of printing industry, as tertiary sector business.
As stated by Woźniak, Budzik and Przeszłowski, (2022), printing industry has the power
to target the larger audience and it is still an essential method of advertising as most of the people
prefer print advertising. It helps in elaborating the message accurately with the help of colour
presentation. As per the market, new technology is said to be the main element for all the
industries as digitalisation is directly linked to the level of productivity and better experience for
the customers. Due to the Covid-19, the printing industry had to face adverse issues in relation to
the its functions, operations and the customers. As per the governmental rules, all the companies
had to follow new standards and rules which includes of new technology and new format of
workforce (Lima, McMahon and Costa, 2021). Print industry has played a major role in
attracting the customers and it is one of the main industry which is utilised to produce written
images and material. It plays an essential role in the market as there are various companies which
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are making use of it. For example, healthcare, marketing agencies, automotive, financial, retail,
real estate and may others. That is why it is essential to understand about the clients with the aim
of fulfilling the demands of the customers (Jiang and Wang, 2022). The main role of the printing
industry is to convey the message in a proper manner in front of the targeted audience. There are
also some issues which are faced by the printing industry in the market as the habits of the
customers are changing and the demand for the printed related has declined which has affected
the prices. As the cost of production is getting increased that is the cost of raw material and
labour which has affected the profit margin. Further opportunities can be attracted by providing
new services and products that will elevate the level of relationships with the costumers (Mittal,
Shameem, and Sharma, 2021). For example, new services contain of offering in relation to
printing with database management, 3D printing, intelligent labels, flexographic printing offer
potential for new services and many others. The broadcasting media is linked with advertising
and there are various types of broadcasting media such as radio, internet adverting media,
televisions and many more. A lot of benefits can be availed by the companies for the purpose of
promoting about the products and services of the products. The print media is known to provide
a good level of flexibility with the aim of reaching the desired goals of the company. As most of
the companies make use of print media in order to supports in maintaining better control and
compliance. In relation to deliver the best outcomes to the customers in the market. As per the
fact it is considered to be the oldest and basic form of communication that is magazines,
weeklies, newspapers, printed journal and many others (Temple,2018). That is why it is hard to
imagine work before the print media and due to which the companies are required to find out the
best technology in the processes to make it more effective. Furthermore, it is one of the trusted
form of media because it is one of the easiest and most reliable way to communicate the message
with the customers of the market. The another benefit is that it can be customised as per the
demand of the companies for customers. Due to which better productivity can be achieved in the
company as the workforce will be clear in relation to the tasks. Such clarity will lead to maintain
good image in the market (Ashraf, 2021). In the printing industry there is been rapid growth
which contribute lot of things. The main reason is the importance of printing industry is the
realm of business and entrepreneurship. In the printing industry this enables lot of advertisement
materials such as posters brochures, business cards etc. To have tangibility is important in
printing industry as there are some impressive tool which helps in engaging and attracting
8

customers & potential clients (Bray, and Hajar, 2022). The use of high-quality business card to
advertise the company it adds certain level of credibility into business. The emphasise must on
high-quality print and good content so that business can gain exposure and visibility. The
printing is considered as fundamental part of business which helps in providing another
advertising opportunity that allows to connect with customers both locally and face to face basis.
The printing allows to target large market whereas flyers allows for mass market distribution to
target great audience without spending great deal of money in printing industry. The printing is
important for the packaging as people are surrounded by different consumable products. The
product packaging is considered an important part of commodity which helps in offering
information regarding the product. This is considering as part of brand that builds reputation of
the product along with company. in the printing industry over 110,000 people are employed. It is
an integral part for the every working unit whether it is service industry, manufacturing industry
or other commercial aspect. The printing machine has played an important role in the industry to
keep up with the requirements. There are several printing machines such as digital printing,
offset printing and letter press printing in accordance to quality and accessibility. It is important
which enables to share lot of information to people which help the business organisation in
reaching to large audience and increase of profitability (Ehteshami, and Horesh, 2019). With this
print marketing can be considered effective for targeting the specific user. The newsletter helps
in sharing information regarding the product and services to the interested clients as business
always looking to close more sales. The unique piece of marketing helps in ensuring to stay
business in top of mind.
3.4 Role of printing industry, for future, in middle east.
According to Fenech, Baguant, and Ivanov, (2019), the printing industry is the term which
defines to the field of creating printed materials such as books, flyers and advertising. The
division of the printing industry involves commercial printing, book printing business forms and
many more. It is basically reproduction of text or graphics which defines the procedure of
printing clothing and other items through screen printing. It is considered that world is becoming
more technologically advance which puts lasting effect on the digital ones. The role of physical
print helps the people to take some time to read which creates their interest. It is considered as
better portion tool which helps can be used for increasing the customer acknowledgment and
sales.to attrcat5 the larger audience and enhancement of sales printing industry are more focusing
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on advance technology in order to have better upgradation. It is seen that with the pandemic has
profoundly disrupted several global industries which also involves print industry (Naor, and
et.al., 2021). The printing companies are adapting innovative and digital printing technology for
the customization. The industry is wide which involves many elements such as large printers,
manufactures & many more. This is considered as essential method of advertisement as many
people prefers print advertising. The companies are required to follow new standards and rules
that involves advance technology and new format of workforce. In attracting the customers print
industry plays major role which take use of produce written images & material. In the market
significant role is played by print industry in several companies. The prime role is to convey the
message in effective manner in front of target audience. The print media is being considered as
the number one method of advertising. It is considered the trusted way of communication and
cheapest way to reach the audience fast. Here, digital media marketing is becoming the new
trend in which several marketers forget about the print media. In the print industry, the print
media is any print publication out of mass customization which comprises of newspaper leaflets,
flyers and anything printed physically on papers comes is also considered as print media. The
role of printing industry is wide which gives appeal to visual learners. The high tendency of the
print media leads to high ROI by increasing the ad’s exposure (Nhamo, Dube, and Chikodzi,
2020). The print media has large loyal customer base which buys the publication on weekly or
monthly basis. To the company print media provides the flexibility in aim of reaching to desired
goal as most of the companies taking use of print media in order to support better control and
compliance. The investment in the print media assist business organisation in stretching out
scope tom likely customers, acquiring openness and drawing in their intended interest groups.
The content and design activate the audience response in print industry. The print media makes
lasting impact on the target market as it is tangible which involve physical items such as
brochures, posters that can be stay in offices and homes.
The middle east printing industry is at the turning point which accelerated the need for print
service providers to transform their objectives and operational model in order to look towards the
new avenues foe diversifying the offerings. Between the industry stakeholders there was
consensus that business opportunities will become available as growth market. The study also
highlights the opposing opinions between print business and corporates regarding sustainability.
The print is considering credible which offers the feeling of legitimacy while reading the print
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material such as The New York Times. The print is more enhancing which helps in reaching to
target market as design and placement of company ads in publications, newspaper and magazines
helps in reaching to target market in niche market (Sundarakani, Ajaykumar, and Gunasekaran,
2021). The advertising in these mediums increase the brand public perception. It is less
competitive as digital advertising is simply easier with less costly to do. Changes in the print
industry have been influenced by technological advancements, changing customer expectations,
and shifts in operational goals. The advancement of digital print technologies has reduced costs,
increased accuracy, and provided customers with faster shift times. Printing with an inkjet printer
result with its speed and quality in producing images and other graphics, this technology is
gradually replacing offset printing. The printing companies chooses to serve niche markets as
that they can obtain better profit margin by providing fewer services to large customer pool. The
market for 3D printing materials is growing in popularity among consumers all over the world.
As the trend shifts largely to developing regions, 3D printing materials are seeing impressive
growth in the Middle East. Various 3D printing manufacturing companies have been established
in the Middle East region over the last few years. The trend is expected to continue over the next
ten years as a result of the availability of low-cost raw materials and increased manufacturing
output in these regions. Digital printing will play a much larger role than in the past. Customers
will have more options for reimagining their print experience. Digitally printed packaging
continues to grow (Yeo, and Grant, 2019). The Middle East 3D printing materials market is
growing primarily due to low-cost production output, as well as the emergence of new supply
chain and retail opportunities in the region. As a result of increased demand, many e-Retailers
are selling 3D printed products online. These e-Retailers have reduced the supply chain gap
between 3D printed product manufacturers and end-users, which is expected to increase overall
3D printing material sales. Furthermore, the establishment of various 3D printing manufacturing
units, as well as the emergence of many 3D printing technology-based start-ups in the region, is
expected to boost overall growth of the industry in middle east regions.
3.5 Conclusion
From the above information it can be understood that with the help of new technology and
proper social media platform printing industry can be improved further. Print media still plays an
essential role in the success of the business and it is one of the tangible medium through which
best result is delivered in order to have great results in the business. Along with it the printing
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technology is getting advance with the use of technology and it is adopting the ever changing
environment. As it can be seen that the Covid-19 led to brought the adverse impact globally for
all the people and also for the printing industry. That is why the companies in the printing
segment are facing some major issues while revamping and entering into the market during re-
opening. Moreover, it is that industry which has affected the most. In addition to this, the main
effect is connected with increased level of expenses at the companies because after Covid-19, the
companies had to make new space for the additional rules and stuff. With the target of fulfilling
the safety and preventive measures by the government. That is why the printing industry is also
adopting and implementing the new technology in order to bring better improvement. In relation
to various issues the companies in the printing sector had to make use of strategies in order to
enhance the operations. In that process digitalisation and use of technology is must as it will
elevate the level of productivity and performance. As per the market situation, it is not easy to
attract growth and consistency in the business and its operations. There are various benefits
which are involved in making use of print media as it is known to print more information. With
the help of this the information can be reached out to more people at its own pace. In that process
the audience can be targeted to the specific people. It is considered as an essential part of the
business because it is known to add credibility in the business. Under this the main focus is on
generating best content with high quality which allows to connect with customers both locally
and face to face basis.
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CHAPTER 4: RESEARCH METHODOLOGY
4.1 Introduction
This particular chapter includes of the numerous heads that is research philosophy which is well-
defined as the outline which is utilised as a direction in relation to the nature of knowledge. On
the other hand, another head is research approach, research strategy, research design, various
data collection methods and about ethics (Bairagi and Munot, 2019). It is defined as set of
techniques which are utilised in order to determine the overall reliability of the information. The
methodology is known to contain the whole process of data analysis and it also presents the
various collection methods, statistical analysis and the overall observations and many more. It
provides the best solution related to the gathering of the data in order to attain the aims and
objectives. It is a way to demonstrate logical and systematic plan which contains high degree of
value in the research. The approach is also utilised in the research with the aim of collecting and
analysing the data for the study. In that process, the methodology is known to aids in
accomplishing the goals and objectives successfully. Also, the information is gathered by making
use of diversity of philosophies, approaches, strategies, choices, and data collection techniques in
the research methodology. The technique and instrument are mainly used to collect and measure
the study's data also affect the research's validity and dependability. In that process Saunders’s
research onion will be followed with the aim of projecting the various layers. With the main
target of collecting the information in a proper manner (Säfsten and Gustavsson, 2020).
Moreover, it leads to allow the reader with the aim of measuring the level of dependability of the
information. In that procedure, there are numerous foundations which are involved that is data
collection techniques, general observations, statistical analysis and many more.
4.2 Research design
The term research design explained as a technique by through which the researcher will collect
the information by using diverse methods. Such methods will result in finishing the true data
from the chosen topic. That is why this unit of research is said to be the dynamic part because it
helps the researcher to collect and interpret the information about the chosen topic. Due to which
it also aids the researcher in order to determine about two important questions that is about what
type of method is most suitable and how it will helpful for carrying out the information.
13

Similarly, it will plan numerous stages to the researcher for the drive of collecting, interpreting
and analysing information which are listed below-
4.2.1. Research philosophy
The term research philosophy is known to provide the system which is linked with value and
belief in order to achieve the desired goals in the research. It is used by the researcher with the
goal of understanding the process in a better way. Under this stage the nature, scope and
development take place so that proper data and information can be gathered. It is divided into
two parts that is positivism, interpretivism. In relation to the present study, positivism philosophy
is taken into consideration as it is one of the most trustworthy which has the target on the
explaining the whole process. On the other hand, the interpretivism philosophy will not be used
since it utilised the subjective data in order to analyse the topic's trend (Gupta, and Gupta, 2022).
4.2.2 Research approach
It is defined as the plan which comprises of various assumptions related to data collection and
also its interpretation. Along with it, it can also be defined as the plan which is implemented in
relation to facilitate the process of data collection. There are two types of research approach that
is inductive and deductive. In relation to this project, the deductive approach is selected because
it is less time consuming and states the points clearly. While inductive approach has the main
focus on developing a theory due to which it is not appropriate for the present research.
4.2.3 Research choice
It is explained as the base through which the research is conducted and it is divided into two
parts that is qualitative and quantitative. In relation to this present study, the quantitative research
is selected. The main goal behind it as it is known to support main facts of the information which
will be further utilised in the research (Kumar, 2018).
4.2.4 Research strategy
It is used in order to handle the challenges of research easily as there are various aims and
objectives which are attached with the study. The strategy is divided into two parts that is
inductive and deductive research and in relation to the present study the deductive strategy is
selected because this method tests pre-existing theories rather than formulating new ones. Along
with it, the inductive approach is not selected because it is known to develop new hypotheses
following the collection and analysis of qualitative evidence.
14

4.2.5 Time horizon
It is the framework which is used for allocating time in the study and the time to gather the data
for the research can easily be evaluated by making use of time horizon. It is made up of two roots
that is cross sectional and longitudinal. In the present study, cross sectional horizon is selected
4.3 Data collection
Data collection is the layer of the research under there are various techniques and such
techniques are used in the process of the research. It is divided into various parts that is primary
research and secondary research. As per the given research, the primary research is chosen as it
helps in making sure about more accuracy and reliability. The data is collected from various
original sources and the reason for not considering the secondary research as it is very difficult to
collect information from precise ways (Ratnam, 2019).
Instruments
Instruments are defined as various mediums through which the research is facilitated. Also, it is
divided into interviews and questionnaires. In this research, the questionnaire will be preferred as
it will allow the research to be analysed on the basis and opinions of others. Furthermore,
interview is not considered for the research as the interviewer makes sure to keep the answerers
confidential (Knottnerus and Tugwell, 2018).
4.4 Sampling
This allows to help in the process of selecting the participants for the matter of sampling and
there are two types of sampling that is probability sampling and non-probability sampling. Under
this, the correct information is collected from the suitable applicants by making use of the
sampling procedure (Thomas, 2021). The probability sampling method is selected in the current
inquiry. In which all the candidates are given an equal opportunity in order to participate in the
study. Moreover, the technique engaged is a straightforward random sampling technique. Twenty
employees will be considered for sampling.
4.5 Data Analysis
It is one of the methods which is utilised to search over, properly analyse and study the data and
information. In that process it helps in order to collect the data for the purpose of study.
Various examples of data analysis methods are frequency distribution, thematic analysis,
correlation analysis and context analysis. As per the given case, the researcher selected the
15

frequency distribution method since it is known to facilitate the analysis of the numerical data.
Moreover, the data can be shown realistically and in the tabular form. In that process, frequency
distribution analysis allows to make it simple in order to test multiple variables.
4.6 Reliability
The results generated from the information are generated from the reliable base since the
information is gathered from the reliable source. That information will benefit in planning ahead
in relation to the chosen topic which will support in order to review the result thoroughly (Singh,
2022).
4.7 Limitation of the research
The major limitation of the research is lack of skill to gather numerical information was there.
This create problem to gather right and appropriate data.
4.8 Ethical consideration
While collecting information and data from the society, the investigator follows the set of
principles and beliefs. In that process ethical ways are utilised for the ethics investigation related
method. Following certain ethical standards in the current study are listed below-
 Confidentiality: Under this the respondent's private and personal info are protected
in order to prevent the misuse of the personal data.
 Informed consent form: Every research participant has the right to be informed of
every single characteristic of the study. So that they will be able to understand the
role and why the study is being done. This will lead to bring better clarity in the
study.
4.9 Summary
In the present research quantitative method is used in order to accumulate numerical information.
To understand the society in large manner positivism philosophy is being used and the approach
to solve research problem is deductive approach. To gather the data for the study survey strategy
is being selected in order to get wider data for the study. The source for gathering data is primary
through which fresh data is obtained. With the use of questionnaire data is being extracted and
the sample method is simple random sampling.
16

CHAPTER 5: DATA ANALYSIS AND FINDING
5.1 Reliability analysis
Table 1: Reliability Statistics
Reliability Statistics
Cronbach's
Alpha
N of Items
.777 13
Interpretation: The above table show that the overall reliability of the gathered data is 0.77
percent. Which means that overall 77 percent the data is reliable.
5.2 Descriptive analysis
Table 2: Descriptive analysis
Statistics
What is
your
age?
What is your
sexual
appearances?
Are you
aware of the
issue faced
by various
organisation
at the time
of Covid 19
pandemic?
Do you
think that,
Printing
industry
face lot of
challenges
after the
outbreak
of global
pandemic?
According
to your
perspective,
are you
agree that
Covid 19
crisis
impact the
business
performance
of the
printing
industry?
What is the
impact of
Covid 19 on
business
performance
and
productivity
of the
printing
industry at
middle
East?
As per
your
opinion,
what is
the major
impact of
Covid 19
pandemic
on the
printing
industry
of
Middle
east?
According
to you, what
is the
method
used by
printing
industry to
improve
their
business
performance
at the time
of Covid 19
pandemic?
Do you
think
that,
printing
industry
is one of
the
important
tertiary
sector in
the
business
industry?
According
to your
experience,
what is the
main
importance
of printing
industry at
tertiary
sector?
Do you
agree
that,
printing
industry
plays a
vital role
in the
future
after
Covid 19
pandemic
crisis?
What is
the
major
role of
Printing
industry
in the
future
for
middle
east?
N
Valid 20 20 20 20 20 20 20 20 20 20 20 20 20
Missing 0 0 0 0 0 0 0 0 0 0 0 0 0
Mean 2.1500 1.4500 1.9000 2.0500 2.1500 2.1500 2.2500 1.9000 2.5000 2.4500 2.2000 2.4000 1.7500
Median 2.0000 1.0000 2.0000 2.0000 2.0000 2.5000 2.0000 2.0000 2.5000 3.0000 2.5000 3.0000 1.0000
Mode 1.00 1.00 1.00 3.00 3.00 3.00 2.00 2.00 2.00a 3.00 3.00 3.00 1.00
17

Std.
Deviation 1.08942 .51042 .85224 .88704 .87509 .93330 .96655 .64072 .51299 .82558 .89443 .82078 .91047
Skewness .488 .218 .204 -.104 -.315 -.325 .219 .080 .000 -1.071 -.432 -.914 .552
Std. Error
of
Skewness
.512 .512 .512 .512 .512 .512 .512 .512 .512 .512 .512 .512 .512
Kurtosis -1.002 -2.183 -1.617 -1.786 -1.667 -1.876 -.817 -.250 -2.235 -.585 -1.672 -.830 -1.632
Std. Error
of Kurtosis .992 .992 .992 .992 .992 .992 .992 .992 .992 .992 .992 .992 .992
a. Multiple modes exist. The smallest value is shown
Interpretation: From the above descriptive table, it has been inferred that out of 20 respondents
their man of the respondents is between 31-35 age group who have answered to the questionnaire
as the mean value is 2 and most of them were males as the value of mean, median and mode
represented by 1 in the above analysis table. Additionally, the average men for the issue faced by
the organisation lies in 2 that indicate that half of the respondent says no that they do not know
the aware of the issue faced by the organisation at the time of Covid 19 pandemic. The majority
of the frequency repeated for the question printing industry face lot of challenges after the
outbreak is 3 that means according to them maybe the sector faces lot of challenges but the
average means soya no because it lies in the range of 2. Most of the participants are agree that
the printing industry in the middle east faces various challenges as they are agreeing that crisis
impact the business performance and productivity this is indicate because the mid value of the
number of participants is 2 that is agree. Many of the organization faced negative impact of
Covid 19 pandemic as their overall performance is hinder. The significant and sudden negative
event has created a positive impact where the crisis rises and the challenges of the company also
rises. It became difficult for the company to improve their business performance and productivity
due to positive impact of crisis on challenges this is being depicted using the average men value
that is 2. 2 is the most common answered for the major impact of Covid 19 pandemic on printing
industry. For the gathered data it is analysed that 2 is the middle value which means at pandemic
lower employee efficiency were seen in the market. To cope up with the challenges company has
used the most effective strategy of adopting various online way of communication. This is being
found out with the help of average means that is 1.9. with the use of online site and network
effective communication is being made that helps them to mitigate all the challenges faced
during Covid 19 pandemic. They adopt social media sites, design their own application so that
18

they can deal with the crisis and can earn revenue. More than 50% Respondents are of the
perspective that printing sector is not an important sector in the business but this is not true as
printing industry is growing and it will gain more growth and success in the upcoming future.
Apart from that, from the median value it was depicted that almost 70% respondents believed
that save time and efficiency is the most important part of the printing sector. They use the
resource in such as way that in less time more efficiency can be acquired. From the mean value
that is 2 it is analysed that most of the respondent are agree that in the upcoming future after
Covid 10 printing sector plays crucial role. The major role of the printing sector is target wider
market this is predicted from the means value that is 3.
19

5.3 Frequency distribution
Table 3: Age
What is your age?
Frequency Percent Valid Percent Cumulative
Percent
Valid
25-30 7 35.0 35.0 35.0
31-35 6 30.0 30.0 65.0
36-40 4 20.0 20.0 85.0
40 above 3 15.0 15.0 100.0
Total 20 100.0 100.0
Figure 1: age
20

Interpretation: As per the above gathered information from the given table, it is interpreted
that there are 7 respondents that are from age 25 to 30 years, 6 respondents lie between the age of
31 to 45 years, 4 respondents are from the age of 36 to 40 years of age. While 3 respondents are
from the age group of above 40 years.
Table 4: Sexual appearances
What is your sexual appearances?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 11 55.0 55.0 55.0
Female 9 45.0 45.0 100.0
Total 20 100.0 100.0
Figure 2 Sexual appearances
21

Interpretation: It is interpreted from the collected data from the above table that there are
total of 20 respondents which are selected in the present research by the researcher. Out of which
11 respondents have said that they are from male category that take part in the survey. While 9
respondents have said that they are from female category that take part in the survey.
Table 5: Awareness about the issues faced by organisations during Covid-19 pandemic
Are you aware of the issue faced by various organisation at the time of Covid
19 pandemic?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 8 40.0 40.0 40.0
No 6 30.0 30.0 70.0
Somehow 6 30.0 30.0 100.0
Total 20 100.0 100.0
Figure 3: Awareness about the issues faced by organisations during Covid-19 pandemic
22

Interpretation: As per the discussed information from the above table, it is analysed that
out of the total of 20 respondents, 8 respondents have said yes that they are aware about the
issues that different types of organisations face at the time of Covid-19 pandemic. 6 respondents
have said no as they do not know about the loss that Covid-19 has created on the performance
and productivity of the business organisations existing in the market. While 6 respondents
somehow know about the issues faced by the companies as they do not exact knowledge about
the impact of Covid-19.
Table 6: Does printing industry face lot of challenges after the outbreak of global pandemic
Do you think that, Printing industry face lot of challenges after the outbreak
of global pandemic?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 7 35.0 35.0 35.0
No 5 25.0 25.0 60.0
May be 8 40.0 40.0 100.0
Total 20 100.0 100.0
23

Figure 4 Does printing industry face lot of challenges after the outbreak of global pandemic
Interpretation: It is being analysed from the above table is that 35% of the respondents
have said yes about the challenges faced by the printing industry after the outbreak of the Covid-
19 pandemic that occurred globally. 25 respondents have said no about the above mentioned
statement. While 40% of respondents have said may be as they do not have full knowledge about
the challenges faced by global pandemic.
Table 7: Do you agree that Covid 19 crisis impact the business performance of the printing
industry
According to your perspective, are you agree that Covid 19 crisis impact the
business performance of the printing industry?
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly agree 6 30.0 30.0 30.0
Agee 5 25.0 25.0 55.0
Neutral 9 45.0 45.0 100.0
24

Total 20 100.0 100.0
Figure 5: Do you agree that Covid 19 crisis impact the business performance of the printing
industry
Interpretation: As per the above gathered information from the table, it is evaluated that 6
respondents strongly agree that Covid-19 pandemic has impacted the performance of the printing
industry in a negative manner. 5 respondents also agree with the crisis that printing industry face
due to Covid-19 and 9 respondents are in the neutral state as they do not much about the loss
printing industry suffered.
Table 8: Impact of Covid 19 on business performance and productivity of the printing industry at
middle East
What is the impact of Covid 19 on business performance and productivity of the
printing industry at middle East?
Frequency Percent Valid Percent Cumulative
Percent
Valid Negative impact 7 35.0 35.0 35.0
Positive impact 3 15.0 15.0 50.0
Neutral impact 10 50.0 50.0 100.0
25

Total 20 100.0 100.0
Figure 6: Impact of Covid 19 on business performance and productivity of the printing industry
at middle East
Interpretation: It is analysed from the above table that 35% of the respondents have said
that Covid-19 pandemic has created a negative impact on the productivity and performance of
the printing industry. 15% of respondents have said that pandemic has created a positive impact
on the productivity of the business. 50% of respondents have said that Covid-19 has created
neutral impact not positive nor negative.
Table 9: What is the major impact of Covid 19 pandemic on the printing industry of Middle east
As per your opinion, what is the major impact of Covid 19 pandemic on the printing industry
of Middle east?
26

Frequency Percent Valid Percent Cumulative
Percent
Valid
Increase in expenses 5 25.0 25.0 25.0
Lower employee efficiency 7 35.0 35.0 60.0
Upgradation of technology 6 30.0 30.0 90.0
Low customer demand 2 10.0 10.0 100.0
Total 20 100.0 100.0
Figure 7: What is the major impact of Covid 19 pandemic on the printing industry of Middle east
Interpretation: According to the above table, it is interpreted that 5 respondents have said
that Covid-19 has results in increasing expenses of the printing industry. 7 respondents have said
that it results in lowering the efficiency of employee to work in the company, 6 respondents have
said that upgradation of technology is the main problem. 2 respondents have said that it results in
lowering the demand of customers for availing the services from printing industry.
27

Table 10: What is the method used by printing industry to improve their business performance at
the time of Covid 19 pandemic
According to you, what is the method used by printing industry to improve their business
performance at the time of Covid 19 pandemic?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Using of advanced
technology 5 25.0 25.0 25.0
Adopting online
communication 12 60.0 60.0 85.0
Tapping into the potential of
Omni-channel marketing 3 15.0 15.0 100.0
Total 20 100.0 100.0
Figure 8: What is the method used by printing industry to improve their business performance at
the time of Covid 19 pandemic
28

Interpretation: As per the above gathered data from above table, it is analysed that 5
respondents have said that using advanced technology for doing the work is an effective method
for improving business performance during Covid-19. 12 respondents have said that adopting
online communication technique is more appropriate for printing industry and 3 respondents
have said that tapping into the potential market is more profitable in the time of pandemic. .
Table 11: Do printing industry is one of the important tertiary sector in the business industry
Do you think that, printing industry is one of the important tertiary sector in
the business industry?
Frequency Percent Valid Percent Cumulative
Percent
Valid
No 10 50.0 50.0 50.0
May be 10 50.0 50.0 100.0
Total 20 100.0 100.0
Figure 9: Do printing industry is one of the important tertiary sector in the business industry
29

Interpretation: It is interpreted from the above gathered data that 50% of the respondents
have said no and do not know about that printing industry is considered as one of the important
tertiary sector within the business industry. 50% of respondents have said may be as they do not
know about the printing industry much.
Table 12: What is the main importance of printing industry at tertiary sector
According to your experience, what is the main importance of printing industry at tertiary
sector?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Reach wider audience 4 20.0 20.0 20.0
Promote promotion in
innovative and creative way 3 15.0 15.0 35.0
Save time and efficiency 13 65.0 65.0 100.0
Total 20 100.0 100.0
Figure 10: What is the main importance of printing industry at tertiary sector
30

Interpretation: It is interpreted from the above table that there are 20 respondents in total
from which 4 respondents have said that printing industry helps in reaching to the wider
audience, 3 respondents have said that it helps in promoting innovative and creative ideas in the
business. While 13 respondents have said that it helps in saving the overall time and efficiency of
the business.
Table 13: Do printing industry plays a vital role in the future after Covid 19 pandemic crisis
Do you agree that, printing industry plays a vital role in the future after Covid 19
pandemic crisis?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly agree 6 30.0 30.0 30.0
Agree 4 20.0 20.0 50.0
Neutral 10 50.0 50.0 100.0
Total 20 100.0 100.0
Figure 11: Do printing industry plays a vital role in the future after Covid 19 pandemic crisis
31

Interpretation: It is analysed from the above table that 6 respondents strongly agree that
printing industry plays a prominent role after facing the pandemic crisis in an effective manner. 4
respondents have said that they agree with the above mentioned statement while 10 respondents
are in a neutral situation about the role of printing industry after the pandemic crisis.
Table 14: Major role of Printing industry in the future for middle east
What is the major role of Printing industry in the future for middle east?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Interactive communication 4 20.0 20.0 20.0
Act as tool of marketing 4 20.0 20.0 40.0
Target wider market 12 60.0 60.0 100.0
Total 20 100.0 100.0
Figure 12: Major role of Printing industry in the future for middle east
32

Interpretation: As per the above gathered information from the table, it is analysed that out
of the total of 20 respondents, 4 respondents have said that printing industry plays an important
role in building interactive communication among team members. 4 respondents have said that it
acts a tool of marketing for promoting the specific products and services. While 12 respondents
have said that it helps in targeting wider market in the competitive business.
Table 15: Does printing industry see a large growth and success in the future
As per your opinion, does printing industry see a large growth and success
in the future?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 11 55.0 55.0 55.0
No 3 15.0 15.0 70.0
May be 6 30.0 30.0 100.0
Total 20 100.0 100.0
33

Figure 13: Does printing industry see a large growth and success in the future
Interpretation: As per the above collected data from the table, it is interpreted that 55% of
the respondents have said yes that printing industry see high success and large growth in the
upcoming future. 15% of respondents have said no about the above mentioned statement while
30% respondents have said may be which means that they neither said yes nor no about the role
of printing industry.
5.4 Correlations
Table 16: Correlation table
Correlations
34

Do you think
that, Printing
industry face lot
of challenges
after the
outbreak of
global
pandemic?
What is the
impact of Covid
19 on business
performance
and productivity
of the printing
industry at
middle East?
Do you think that, Printing
industry face lot of
challenges after the outbreak
of global pandemic?
Pearson Correlation 1 .181
Sig. (2-tailed) .445
N 20 20
What is the impact of Covid
19 on business performance
and productivity of the
printing industry at middle
East?
Pearson Correlation .181 1
Sig. (2-tailed) .445
N 20 20
INTREPRETATION- Correlation which is also known as measurable degree at which 2
securities move jointly in compare to others. It is closely integrated to the diversification and
measures correlation among different types of variables. It explains relationships power among 2
different variables and expresses in numeric form by correlation coefficients. By above table of
analysis of correlation which was run for determination of correlation between challenges faced
by printing sector after the outbreak of Covid 19 pandemic and impact of the pandemic on the
performance of the business and its productivity on the printing sector in Middle East interprets
that there is positive correlation among the variables as value depicted is .181.
35

5.5 Regression
Table 17: Regression table
Model Summary
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change
df1 df2 Sig. F
Change
1 .327a .107 .057 .84974 .107 2.151 1 18 .160
a. Predictors: (Constant), As per your opinion, what is the major impact of Covid 19 pandemic on the printing
industry of Middle east?
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1.553 1 1.553 2.151 .160b
Residual 12.997 18 .722
Total 14.550 19
a. Dependent Variable: According to your perspective, are you agree that Covid 19 crisis impact the
business performance of the printing industry?
b. Predictors: (Constant), As per your opinion, what is the major impact of Covid 19 pandemic on the
printing industry of Middle east?
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. 95.0% Confidence
Interval for B
B Std. Error Beta Lower
Bound
Upper
Bound
1
(Constant) 1.485 .492 3.017 .007 .451 2.518
As per your opinion,
what is the major
impact of Covid 19
pandemic on the
printing industry of
Middle east?
.296 .202 .327 1.466 .160 -.128 .720
36

a. Dependent Variable: According to your perspective, are you agree that Covid 19 crisis impact the business
performance of the printing industry?
INTREPRETATION- By the preceding model summary it has been interpreted that value
of R is .327 interpreting that correlation between the impact of Covid on business performance of
the printing industry and major effect on the performance of printing sector in Middle East is
high. Further value of R square is .107 interpreting that there are 10.7% fluctuations by
independent variable on the dependent variable. Adjusted R square value is .057 depicting that
independent variable will be good with the dependent variable for 5.7% only. Next Stable is of
ANOVA whose value of significance is .160 depicting that’s null hypothesis is proved.
37

CHAPTER 6: DISCUSSION
From the above discussion of the report, it has been interpreted that the pandemic situation
of COVID-19 has greatly impacted the people in multiple ways such as it has caused various
health related problems that affect their respiratory system. Because of this epidemic, most of the
industries as well as businesses were remained closed which has created major problems within
all over the world. It has also been discussed above that the performance of business of most of
the organisations were get hampered and because of which, the companies faced various
challenges associated with the business for the purpose of maintaining business performance
(Naeem and et.al., 2021). Due to the respective pandemic situation, the human resources of the
organisation were not ready to work from the workplace and are ready to work from their remote
areas. In such manner, the impact of COVID-19 ha a great influence on the functioning of the
organisations. There are a large number of influences which are created by the pandemic
situation on the performance of the industries as well as businesses throughout the world.
Therefore, the present research has been conducted to analyse the impact of COVID-19 on the
performance and functioning of Printing Industry in Middle East. On the basis of the overall
specified topic, it has been determined that the organisations within the printing sector had to
face the key issue during re-opening. The other impact that has created by this epidemic is
related with the increment in the expenses at the workplace because they had to use new spaces,
extra stuff as well as resources with an objective of satisfying trends within the marketplace. In
addition to it, the above explanation of the report has also been discussed that printing industry
had to face a wide number of challenges that needs different preventive measures with an
objective of innovating as well as altering the approach of operations (Blaique, Ismail and
Aldabbas, 2022). Along with it, this has also been discussed that companies are required to adopt
the application of the digital technologies within the business in order to improve the level of the
performance, efficiency and productivity of the organisations. Another reason behind adopting
digital technologies is that these technologies would provide assistance to the organisations in
lowering the costs of the business as a whole. For the purpose of enhancing the level of business,
the companies are needed to hire trained, skilled as well as experienced workers so that they can
contribute to the growth of the company. As per the above discussion, it can be interpreted that
on-the-job training is required for the purpose of learning a wide variety of skills that varies by
shop and occupation based on tasks. Additionally, from the above explanation, it has also been
38

discussed that the organisational culture within the printing industry was made in order to
encourage the innovation level in the industry. The above explanation has also been covered that
there are several kinds of values of the customers that must be taken into account the eco-
friendly habits or different trends according to the market. It is also interpreted that the printing
media is known to permit faster as well as better process within the organisation. Such kind of
process will tend to increase the entire growth and worth of the company (Haroon and Rizvi,
2020). From the above discussion, it has also interpreted that the companies need to explore and
apply the best technologies in processes. This has been one of the trusted forms of media as it is
the easiest and most reliable way to communicate the message with the customers in the market.
In context to the COVID-19, this has also been discussed above that Companies also aim to save
on the overall cost of labour, as it reduces face-to-face contact. In addition to it, another
significant strategy has been described above has stated that through adopting printing industry.
It has also been discussed above that printing refers to the basic as well as the oldest form of the
communication which consists of magazines, newspapers, weeklies, printed journal and so on.
This has also been observed that the pandemic situation of COVID-19 has caused major
disruptions throughout the world. The above explanation has also stated that there are multiple
organisations which are switched to home offices that further enhanced the trends towards
moving paperless from the perspective of the business.
The above discussion has also stated that the printing industry provides assistance to the
organisation in accelerating the message appropriately with the support of colour presentation. In
addition to it, this has also been mentioned above that all the organisations had to adhered new
standards as well as rules according to the rules and regulations of the government. These covers
new format and technologies of the human resources of the companies (Ibrahim and et.al., 2020).
In such manner, the process of printing plays a significant role in the process of capturing a large
number of the market share and is also considered as the key industry that has been used for the
purpose of producing the written material and images. Hence, it is important to gain the
understanding regarding the clients with the objective of satisfying the demands of the target
market. The above discussion has also included that the key role of the printing industry is to
convey the information in an effective as well as appropriate manner in front of the market share.
The printing industry has also faced some of the major issues and these challenges comprised of
habits of the target market are changing as well as the demand for the printed has minimised that
39

has impacted the prices. From the above explanation of the report, it has been discussed that
most of the companies use print media to help them maintain better control and compliance in
relation to provide the best results to the customers in the market. It is one of the credible forms
of media as it is the easiest and most reliable way to communicate the message with the
customers of the market (Nguyen, Gosine and Warrian, 2021). Another advantage is that it can
be customized as per the demands of the companies for the customers. Thereby better
productivity can be achieved in the company as the workforce will be clear regarding the work.
Such clarity will maintain a good image in the market. The concepts which have been discussed
earlier within this report has interpreted that The main reason the importance of the printing
industry is the area of business and entrepreneurship. In the printing industry it enables a lot of
advertising material like poster brochures, business cards etc. The use of high quality business
cards to advertise the company adds a certain level of credibility to the business. Printing is
considered a fundamental part of business which helps to provide another advertising
opportunity that allows to engage with customers both locally and face-to-face. The explanation
above expressed here that It is important which enables people to share a lot of information
which helps the business organization to reach a larger audience and increase profitability. It has
also been covered in the above discussion that with this print marketing can be considered
effective to target the specific user (Asl and Rashidi, 2021). The newsletter helps interested
customers share information about products and services because the business always wants to
close more sales. The unique piece of marketing helps the business stay top of mind. The
divisions of the printing industry include commercial printing, book printing business forms, and
more. This has also been described above that it is believed that the world is becoming more
technologically advanced which has a lasting impact on digital. The role of physical print is to
help people take out some time to read which creates their interest. It is considered as the best
equipment which helps to increase customer acceptance and sales can be used. The above
discussion has also discussed that
Printing companies are adopting innovative and digital printing technology for customization.
The industry is broad which includes many elements such as large printers, manufacturers and
more. It is considered the essential method of advertising as many people prefer print
advertising. Companies need to comply with new standards and regulations which include
advanced technology and a new format of workforce. In addition to it, this has also been
40

described that the main role is to effectively convey the message in front of the target audience.
Print media is being considered as the number one method of advertising. It is considered as the
reliable method of communication and the cheapest way to reach the audience faster. The role of
the printing industry is wide which attracts visual learners. Along with this, it has also been
described in this report that Changes in the print industry have been influenced by technological
advancements, changing customer expectations and changing operational goals. Advances in
digital print technologies have reduced costs, increased accuracy, and provided customers with
faster turnaround times. Printing with an inkjet printer, with its speed and quality in producing
images and other graphics, is slowly replacing offset printing (Almahamid and et.al., 2022).
Additionally, the discussion of the respective project covers that this trend is expected to
continue over the next ten years as a result of the availability of low-cost raw materials and
increased manufacturing output in these regions. Digital printing will play a much bigger role
than ever before. Customers will have more options to re-imagine their print experience.
Digitally printed packaging continues to grow. Moreover, Positive organizational culture also
contributes to long-term retention of the existing workforce at workplace which helps business
managers to achieve organizational goals in an adequate manner. Based on the overall focus on
the role of human resource management practice and its contribution to the development of a
positive organizational culture, it has been determined that HRM practices are of utmost
importance to the company as it helps employees as well as the company for their Helps to
achieve Organizational goals and objectives in a faster manner. Apart from this, the human
resource managers of the company also focus on motivating their workforce on regular basis so
that they can easily achieve their organizational goals and objectives by performing each of their
assigned tasks properly. Positive organizational culture also contributes to long-term retention of
the existing workforce at workplace which helps business managers to achieve organizational
goals in an adequate manner. Furthermore, it has been subsequently analyzed that there is a
positive relationship between HRM practices and the creation of a positive organizational
culture. This is because, if a company effectively executes all the human resource management
practices at the workplace, it automatically develops a positive feeling about the organization
among the employees. In addition to it, the report has also been covered that as the trend shifts
largely to developing regions, the Middle East is witnessing an impressive growth in 3D printing
materials. Various 3D printing manufacturing companies have been established in the Middle
41

East region over the years. This trend is expected to continue over the next ten years as a result
of the availability of low-cost raw materials and increased manufacturing output in these regions.
Digital printing will play a much bigger role than ever before. Customers will have more options
to re-imagine their print experience. Digitally printed packaging continues to grow. The Middle
East 3D printing materials market is growing primarily due to the emergence of new supply
chain and retail opportunities in the region along with low-cost production output. As a result of
increasing demand, many e-retailers are selling 3D printed products online. These e-retailers
have bridged the supply chain gap between 3D printed product manufacturers and end users,
which is expected to increase sales of composite 3D printing materials.
42

CHAPTER 7: CONCLUSION AND RECOMMENDATION
7.1 Conclusion
On the basis of above information it has been concluded that pandemic has tended to
brought printing industry at worst situation and effected it badly. This is the main industry which
has been affected the most and companies of printing sector faced the main issue in reopening.
This industry involves creating of printed materials such as flyers, books, and advertising.
Companies faced lot of issues in order to be successful in the future such as shifting technology
and changing customers demand in the market. After COVID the companies reduced face-to-
face contact and targeted in saving the overall labour cost. Printing industry is still an essential
method of advertising as most of the people prefer print advertising, companies can target the
large audience. For customization the print industry is adapting innovative and digital printing
technology. After the Covid-19 pandemic many printing sector companies faced losses and some
got wind which make it difficult for companies to re-enter into market. The another major impact
which affect the printing industry is increased expenses at the workplace to make use of
additional stuff, new space and resources which aims of fulfilling the trend in the market and
along with it the printing industry is also focusing on new and advanced technologies for better
upgradation to increase the expenses. Printing industry need to apply some strategies to resolve
the complex issues to better deliver their services to customers. Companies provide on job
training to their workers to learn various skills, experience and training will help the workers to
deal with the responsible positions at the work. As per the governmental rules the companies of
printing sector are required to follow new standards and rules which involves new format of
employees and advance technology. The innovation in the printing industry will help the
company to directly contribute o the growth and success of the company and to deal with
different kinds of customers there are many options which are available to the company such as
roll labels, broachers and business cards. The print media is known for better and faster Print
media is the most trusted form of media because it is one of the most reliable and easiest way to
communicate the information and message to customers in the market. This media comes at the
first method convey message and advertising because this is the cheapest way to reach audience
fast. Pandemic has transferred the customers from print media to digital media and it became the
new trend in which many marketers forgot print. According to the above research the printing
43

industry is accepting major changes and in this process technology is considered as the main
reason because it helped the printing industry to also work in digital method and go paperless.
Print industry adopted an important strategy they increased the operational procedures with the
help of creating strategic plans for surviving the future dangerous crises and threatening
situations in the market. The print media is also considered as the oldest form of communication
such as newspapers, weeklies, magazines,printed journal and many others. As per the above
information it can be understood that proper social media platform and new technologies can
help printing industry to improve further. In relation to many issues of printing industry
companies need to adapt many strategies to enhance the operations.
Now to get more growth printing sector companies are majorly focusing on adapting digital
technologies which will support in improving efficiency, enhancing the level of performance and
lowers the cost. As per the market situation after the Covid-19 it is not easy for companies to
attain growth and consistency in the market there are many issues which are faced by companies
in order to become successful in the the future. The print media provides companies a great
flexibility to attain the desired goals, print media supports the company in maintaining the better
control in relation to deliver the best outcomes. Proper organisational structure was made in
printing industry to increase the level of innovation. As the pandemic effects are seen across the
globe the printing sector companies are also innovative and adding new services which will help
them to make their business digital.
From the above information it has been summarised that many people are aware about the issues
many organisations faced at the time of Covid-19 Pandemic and most of the people think that
impact of Covid-19 on business performance and productivity of the print industry at middle east
is mostly negative because Covid-19 effects the economic activities and most of the company
faced losses in their business. The major impact of pandemic is that it increased expenses of
printing industry of middle east and printing industry face many challenges after the outbreak of
global pandemic which affected them in re-entering the market after the pandemic and it also
effected the business performance of the printing industry. Most of the respondent think that
Companies used advanced technologies to improve their business performance at the time of
Covid-19 pandemic. As most of the people think that printing industry is an important tertiary
sector in the business industry because printing industry reach wider audience in the market and
covers large number of daily consumers which helps advertising company to reach the particular
44

audience. Most of the people agree that printing industry plays important role in future after the
pandemic as printing media is the easiest and most reliable source of information and is also the
cheapest one. From the above information it has been summarised that printing industry has
some major role in the future for middle east such as interactive communication, act as tool of
marketing, target wider market, reducing capital expenditure and securing information security
and as per the opinion of people printing industry sees a large growth and success in the future
because now printing industry is also adapting advanced technologies which will also help print
media to go digital in the future.
7.2 Limitation of the research
The major limitation of the research is that only numerical data is being used to attain research
aim and objective. Due to which no in-depth investigation is made. Another limitation that is
faced while carrying the investigation is lack of time management skill. This hinder the project
as due to lack of management skill research is not able to completed within the time duration.
7.3 Recommendation
From the above information following recommendation can be made to overcome the impacts of
Covid-19 pandemic on the business performance of the printing industry
Use of Advanced Technology - Technology enhance the production process, it creates
values and streamline operations costs. Use of advanced technology and new inventions attracts
the customers directly and it creates a unique digital experience that matters to productivity and
sales. It enables company to attain greater reach and make it easier for printing industry to do
business across the world and have quicker and more effective global communication.
Technological advancement can helps the business to realise the things which can make their
customer satisfied. Use of technology will make things easier for company. It helps in tracking
online transactions, help in improving the productivity and efficiency in a business.
Adopting online communication – Application of online communication saves both
company's time and money no matter where is the customer is from company can communicate
from anywhere in the world. Online communication will make it easier for business owner of
printing industry to connect partners and customers across the world. Online or web
communication is anyway effective then physical conference in a business as it will provide
convenience to company's partner to join meetings from anywhere in the world. Online
communication is easily accessible from any device or platform and is easy and convenient.
45

Tapping into the potential of Omni-channel marketing – this channel is used by the
company to promote their product and services across all devices, channels and platforms using
cohesive visuals and consistent collateral. It delivers consistent messages across all channels, it
improves customers lifetime value, it helps in reaching new customer segments, it increases
operational efficiency, it help company in improving their inventory turnover, it focuses on
increasing personalised services and focuses on creating memorable in-store experiences. The
biggest advantage of using this platform approach is the access to real-time, unified customer
data.
Bringing added value – The added value will and addition value to the product and
services. Printing industry can bring added value to their product and services by submitting high
quality work,company can make unique product which will help them in adding value to their
product, encouraging faster production would also help in value adding. Restructuring company's
daily performance to achieve a higher level of efficiency and mastering a new skill or knowledge
area will also add value to product. To add value company need to go above and beyond their
responsibilities and determine and track company's value and then negotiate it.
Interactive Communication - An effective interactive communication is a key to ensuring
verbal exchange with others and is important to meet business objectives. An interactive
communication requires active listening, understanding other point of view and should able to
respond verbally in appropriate manner. In this communication participants is sender and
receiver generates meaning by sending messages and receiving feedbacks within physical
context. Interactive communication technologies have the qualities of both mass media and
interpersonal channels.
Target wider market – With targeting broader market printing industry can improve
flexibility of their business which will help them to generate high revenues and increase cash
flows which will help the company to enable more investment in new product development and
it will also increases opportunities to attract customer to generate more sales. The wider target
market will also increase the safety of the company if the company misses the market on a
product launch and will increase the reach of the company to target consumers. The high reach
of customers will help the companies in increasing their sales and gaining recognition.
Reducing Capital expenditure – Printing industry can minimize their capital expenditure
by pushing their performance limits. As a company the goals must be to get the product to
46

market as fast as possible. Once a company decides its expenditure limits it can shape a plan
around it whether this is for maintenance, new acquisitions or growth from different
departments. If the company determine the return of their capital expenditure measuring the
capital expenditure will help the company to determine that valuations were correct or not and
measuring the expenditure will help the company to determine what went right and what went
wrong.
Securing information security – printing industry companies need to secure their
information and they can do it by doing back up companies data, company need to use strong
password, by taking care when working remotely, installing antivirus and malware protection in
company's devices, by making sure that company's Wi-Fi is secure and company need to see that
they are not leaving paperwork or laptop unattended. These all activities will help the company
in securing their information security and there information will remain protected.
To overcome the impacts printing industry can use advanced technology to increase its
production and use of advanced technology and new inventions attracts the customers directly
and it creates a specific digital experience that matters to productivity after that adopting online
communication saves both company's time and money and allows the partners and customers of
the company to communicate from anywhere in the world. Omni channel marketing is used by
the company to promote their product and services across all devices, channels and platforms
using cohesive visuals and consistent collateral Printing industry can add value to their product
and services by submitting high quality work and by making unique product which will help
them in adding value to their product and encourage faster production. An interactive
communication requires active listening, understanding other point of view and should able to
respond verbally in appropriate manner. By applying above suggestions company can improve
their productivity and overcome from the impacts of Covid-19 Targeting wider market will also
help company in increase the range of their customers and they can increase their sales and it
will help the company to cover losses caused by the Covid-19 pandemic and reducing the capital
expenditure will help company to save expenses that can be use in other production related
works and companies to see that there information are safe and there devices have proper
protection of antivirus and malware and these all methods will help the printing industry to
overcome the impacts that are caused by Covid-19 pandemic on their business performance.
47

48

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51

APPENDIX
Questionnaire
Demographic question
Q1) What is your age?
a) 25-30
b) 31-35
c) 36-40
d) 40 above
Q2) What is your sexual appearances?
a) Male
b) Female
c) Prefer not to say
Thematic question
Q1) Are you aware of the issue faced by various organisation at the time of Covid 19 pandemic?
a) Yes
b) No
c) Somehow
Q2) Do you think that, Printing industry face lot of challenges after the outbreak of global
pandemic? (CORRELATION)
a) Yes
b) No
c) Maybe
Q3) According to your perspective, are you agree that Covid 19 crisis impact the business
performance of the printing industry? (REGRESSION)
a) Strongly agree
b) Agee
c) Neutral
d) Disagree
e) Strongly disagree
52

Q4) What is the impact of Covid 19 on business performance and productivity of the printing
industry at middle East? (CORRELATION)
a) Negative impact
b) Positive impact
c) Neutral impact
Q5) As per your opinion, what is the major impact of Covid 19 pandemic on the printing
industry of Middle east? (regression)
a) Increase in expenses
b) Lower employee efficiency
c) Upgradation of technology
d) Low customer demand
e) Lack of business performance
Q6) According to you, what is the method used by printing industry to improve their business
performance at the time of Covid 19 pandemic?
a) Using of advanced technology
b) Adopting online communication
c) Tapping into the potential of Omni-channel marketing
d) Bringing added value
Q6) Do you think that, printing industry is one of the important tertiary sector in the business
industry?
a) Yes
b) No
c) Maybe
Q7) According to your experience, what is the main importance of printing industry at tertiary
sector?
a) Reach wider audience
b) Promote promotion in innovative and creative way
c) Save time and efficiency
d) Reduce cost
e) Improve productivity
Q8 Do you agree that, printing industry plays a vital role in the future after Covid 19 pandemic
53

crisis?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q9) What is the major role of Printing industry in the future for middle east?
a) Interactive communication
b) Act as tool of marketing
c) Target wider market
d) Reducing capital expenditure
e) Securing information security
Q10) As per your opinion, does printing industry see a large growth and success in the future?
a) Yes
b) No
c) Maybe
Q11) Suggestion that you would like to provide to mitigate the challenge faced by printing
industry after Covid 19 crisis?
54