Consumers sensory evaluation of melon sweetness and quality

CONSUMERS SENSORY EVALUATION OF MELON SWEETNESS AND QUALITY Agulheiro Santos, A.C, Rato, A.E., Laranjo, M. and Gonçalves, C. Departamento de Fitotecnia, Escola de Ciências e Tecnologia, Instituto de Ciências Agrárias e Ambientais Mediterrânicas (ICAAM), Instituto de Investigação e Formação Avançada (IIFA), Universidade de Évora, Polo da Mitra, Ap.94, 7002-554 Évora, Portugal. ABSTRACT The sensory quality of fruits is made of a range of attributes like sweetness, acidity, aroma, firmness, color. Taste perception and perception threshold of these attributes are variable according to the psychological and cultural development of individuals. To better understand the quality evaluation of melon by consumers, consumers were invited to taste melon samples, in supermarkets in Évora (South region), Lisbon (Central region) and Vila Nova de Gaia (North region). The present work explored the importance given by consumers to sweetness in order to classify the overall quality of melon. Furthermore, the relationship of the chemical evaluation of Total Soluble Solids (TSS) with sweetness of melon was studied. Fruits from the variety Melão branco picked randomly from those that were exposed for sale in supermarkets were used for analysis. Fruits were chinned along the equatorial zone and only the central part of the fruit, opposite to the part that leaned on the soil, was used to obtain homogeneous samples. Consumers were invited to taste four small pieces of each fruit, previously referenced with a code number, and answer a questionnaire with two questions related to sweetness and overall quality. Each question had five possible levels, identified from “Nothing sweet”, to “Extremely sweet”, in one case, and from “Poor” to “Excellent” in the other. Simultaneously, the values of TSS (measured in ºBrix) for each melon used in the study were evaluated by refractometry. This sensory analysis allowed us to point out the following findings: first of all, there is good agreement between the results obtained to classify “Sweetness” and “Overall Quality” (Cohen’s Kappa=53.1%, p<0.001), which means, for example, that fruits with excellent quality are in general extremely sweet. Moreover, fruits with less than 9.6 °Brix are considered of poor quality and nothing sweet, whereas fruits with values between 10 °Brix and 12 °Brix are considered good in terms of overall quality. It seems that the thresholds for the stimulus/intensity of sweetness lied between 10 °Brix to 14 °Brix for this melon variety. Acknowledgments This work was support by national funds through Fundação para a Ciência e a Tecnologia (FCT) under the Strategic Project Pest-OE/AGR/UI0115/2014 and co-funded by FEDER funds through the COMPETE Program.

Estratégia empresarial: contribuição para a análise estratégica das cooperativas vitivinícolas do Alentejo

O presente estudo tem como objetivos analisar a estratégia competitiva das adegas cooperativas do Alentejo, através da análise das ações que têm sido por elas desenvolvidas, propor linhas adicionais de ação estratégica e perspectivar as suas possibilidades de sucesso. A inovação e a flexibilidade das adegas cooperativas para se adaptarem ao crescente dinamismo dos contextos empresariais, conduziu a uma gestão mais profissional e a encarar a estratégia como necessária para uma maior competitividade. Nesse sentido, a cooperação entre as adegas cooperativas é vista como um meio de aumentar a competitividade no mercado internacional. A investigação permitiu constatar que o sector vitivinícola a nível mundial esta na fase de maturidade, com excesso de capacidade produtiva, procura global decrescente e queda de pregos, apresenta, no entanto, alterações significativas nos hábitos de consumo. As adegas cooperativas utilizam estratégias de diferenciação, apostam em produtos de qualidade e com elevados índices de notoriedade entre os consumidores. As principais diferenças competitivas entre elas estão relacionadas com a dimensão e a relação entre esta e a capacidade de recursos para investir ao nível do Marketing-Mix por forma a construir vantagens competitivas duradouras através da notoriedade dos seus vinhos. Para além disso, verifica-se também nas adegas de maior dimensão uma gestão estratégica mais orientada para a competitividade sustentável e maior visão estratégica. O método utilizado (estudo de caso comparativo, de natureza exploratória e, essencialmente qualitativo) não permite uma generalização extensiva dos seus resultados para além das cooperativas estudadas. Os resultados devem ser entendidos, de forma ponderada, no seu contexto específico e para os casos em concreto, pois, cada organização tem características únicas que influenciam o funcionamento da gestão. ABSTRACT - The present study has has been to analyse the competitive strategy of the Alentejo cooperative cellars, through the analysis of the shares that have been developed for the cooperative cellars, propose additional lines of strategic action and preview their possibility of success. The innovation and the flexibility of the cooperative cellars to the dynamic growth of the business contexts, accelerated shattering process of the enterprise contexts, lead to a more professional management and to face the strategy as necessary for a bigger competitiveness. In this direction, the cooperation between the cooperative cellars is seen as a way to increase the competitiveness in the international market. The inquiry allowed to evidence a world industry in maturity phase, with excess of productive capacity, presents a decreasing demand, alteration of the consumption habits and fall of the prices. The cooperative cellars use differentiation strategies, bet in products of quality and with raised indices of notoriety between the consumers. The main competitive differences between them are related with the dimension and the relation between this and the capacity of resources to invest to the level of Marketing-Mix for form to construct lasting competitive advantages through the notoriety of its wines. For moreover, a strategic management more guided for the sustainable competitiveness is also verified in the cellars of bigger dimension and bigger strategic vision. Due to the applied method (comparative case study, in searching manner and, essencialy qualitative) it cannot be purposed an extensive generalization of the results to another non-studied population. The results must be understood in a balanced way, in their Enterprise Strategy: Contribution for the Strategic Analysis of the Alentejo Wines Cooperatives specific context, and for real cases, since each company has its own features that influences the management work.