Proximate composition and quantification of fatty acids in five major Brazilian chocolate brands

The objective of the present study was to characterize the centesimal composition and quantify fatty acids in regular and diet chocolate brands with emphasis on trans fatty acids. Regular and diet dark chocolate samples from the major brands analyzed were purchased from different local supermarkets in the city of Maringá. The brands were labeled with letters and five lots of each brand with three chocolate units per lot were analyzed in triplicate. We observed that the diet chocolates from the same brands presented larger lipid contents. The main fatty acids observed were saturated fatty acids (SFA), myristic acid (14:0), palmitic acid (16:0), and estearic acid (18:0). Among the monounsaturated fatty acids (MUFA), polyunsaturated fatty acids (PUFA) and trans fatty acids, oleic acid (18:1n-9), linoleic acid (18:2n-6), and elaidic acid (18:1-9t) predominated. The trans fatty acid contents found in the analyzed samples were lower than and/or in accordance with the limits proposed by the Brazilian regulation.

Guava Jam packaging determinant attributes in consumer buying decision

Using packaging and labels to lure consumers and to communicate product benefits directly on the shelf is a competitive advantage factor in the food industry sector. The label is especially effective since besides supplying basic details, such as weight, ingredients, and instructions in compliance with governmental regulations, it attracts consumers' attention and the desire to buy and which often becomes synonymous to the brand name. The objective of this study was to obtain detailed information on consumers' attitudes, opinions, behavior, and concepts regarding guava jam packaging using the focus group technique. The results showed that label color and design, packaging type and information, and brand name and price are determinant attributes in the consumers' decision to buy guava jam.

Evaluation of phenolic compounds content and in vitro antioxidant activity of red wines produced from Vitis labrusca grapes

Wine production in the northern Curitiba, Paraná, Brazil, specifically the communes of Colombo and Almirante Tamandaré, is based mainly on the utilization of Vitis labrusca grapes var. Bordô (Ives). Total sugar content, pH, and total acidity were analyzed in red wine samples from 2007 and 2008 vintages following official methods of analysis. Moreover, total phenolic, flavonoid, and tannin contents were analyzed by colorimetric methodologies and the antioxidant activity was determined using the 2,2-diphenyl-1-picrylhydrazyl (DPPH) radical methodology. Phenolic compounds were identified by high performance liquid chromatography. The total phenolic content of wine samples presented concentrations varying between 1582.35 and 2896.08 mg gallic acid.L-1 since the major part corresponds to flavonoid content. In these compounds' concentration range, a direct relationship between phenolic compounds content and levels of antioxidant activity was not observed. Among the identified phenolic compounds, chlorogenic, caffeic, and syringic acids were found to be the major components. Using three principal components, it was possible to explain 81.36% of total variance of the studied samples. Principal Components Analysis does not differentiate between vintages.

Iron enriched Saccharomyces cerevisiae maintains its fermenting power and bakery properties

Iron is an essential micronutrient in the metabolism of almost all living organisms; however, its deficiency is well documented especially in pregnant women and in children. Iron salts as a dietary supplement have low bioavailability and can cause gastrointestinal discomforts. Iron enriched yeasts can provide a supplementation of this micronutrient to the diet because this mineral has a better bioavailability when bonded to yeast cell macromolecules. These yeasts can be used as feed supplement for human and animals and also as baker's yeast. Baker's yeast Saccharomyces cerevisiae was cultivated in a reactor employing yeast media supplemented with 497 mg ferrous sulfate.L-1, and the resultant biomass incorporated 8 mg Fe.g-1 dry matter. This biomass maintained its fermenting power regarding both water displace measurement through carbonic dioxide production and bakery characteristics. The bread produced using the yeast obtained by cultivation in yeast media supplemented with iron presented six times more iron than the bread produced using the yeast obtained by cultivation without iron supplementation.

Consumer preferences of genetically modified foods of vegetal and animal origin in Chile

Given the debate generated by Genetically Modified (GM) foods in developed and developing countries, the aim was to evaluate the importance of determining factors in the preference of consumers in Temuco and Talca in central-southern Chile for GM foods using conjoint analysis and to determine the existence of different market segments using a survey of 800 people. Using conjoint analysis, it was established that, in general, genetic modification was a more important factor than either brand or price in the consumer's decision to purchase either food. Cluster analysis identified three segments: the largest (51.4%) assigned greatest importance to brand and preferred genetically modified milk and tomato sauce; the second group (41.0%) gave greatest importance to the existence of genetic manipulation and preferred non-genetically modified foods; the smallest segment (7.6%) mainly valued price and preferred milk and tomato sauce with no genetic manipulation. The three segments rejected the store brand and preferred to pay less for both foods. The results are discussed based on studies conducted in developed and developing countries.

Sugarcane spirit market share simulation: an application of conjoint analysis

This study evaluated the influence of packaging and labeling attributes of sugarcane spirit on consumers' behavior by applying the results of conjoint analysis in sugarcane spirit market share simulation. Firstly, a conjoint analysis was performed aiming to estimate the part-worths of each consumer for some sugarcane spirit packaging and labeling attributes. These part-worths were used in the market share simulation using the maximum utility model. It was observed that some packaging and labeling attributes affected consumer's purchase intention and that most consumers showed a similar preference pattern regarding these attributes. These consumers showed preference for the Seleta brand, which was bottled in 700 mL clear glass bottles with a metal screw cap that bore a label illustration unrelated to sugarcane spirit production process and had the information "aged 36 months in oak barrels". This study also showed that conjoint analysis and the use of its results in the market share simulation proved important tools to better understand consumer behavior towards intention to purchase sugarcane spirit.

Relationship between the price of fish and its quality attributes: a study within a community at the University of São Paulo, Brazil

The aim of this study was to evaluate the associations between the products' market price and attributes related to fish purchase and consumption within a university community in Brazil. A structured questionnaire consisting of a five-point Likert scale was used. It was previously tested and made available to the university community via the Internet. The sample comprised 1966 voluntaries including university students and faculty and staff members. A descriptive analysis of data was performed using Spearman's correlation analysis. The results showed that the majority of the respondents (56%) consume fish at home; some consume fish at restaurants (39%), and 5% at family or friends' houses, reinforcing the idea that variables such as culture and reference groups are fundamental determinants of purchase and consumption behavior. It was identified a significant (p < 0.001) and very strong correlation between the attributes price and nutritional value (r = 0.92); price and availability at the usual places of purchase (r = 0.92); price and packaging (r = 0.92); price and brand name (r = 0.91); and price and of the Federal Inspection stamp (r = 0.91) and a low positive correlation (p < 0.001) between the price variable and the initiative for fish traceability (r = 0.16). This study demonstrated that the price of fish is associated with the quality of the product and the attributes related to it such as packaging, nutritional value, and availability of the product in the market.

Acceptance of nanotechnology applications and satisfaction with food-related life in southern Chile

Given the increasing use of nanotechnology in food production and packaging, its acceptance was evaluated in Temuco, Chile, and different consumer segments were identified. Different brands of sunflower oil were used at different prices as a case study. A structured questionnaire was applied to 400 supermarket shoppers. It was determined that brand was more important than nanotechnology application in packaging and food, and more important than price. The consumers preferred an average priced oil with a manufacturer's brand with nanoparticles to reduce cholesterol, and packaging with nanoparticles to increase the shelf life of the product and to prevent the growth of microorganisms. Three consumer segments were distinguished by the cluster analysis. The largest segment (44%) preferred the oil without nanotechnology. The second (35.2%) preferred the oil with nanotechnology in the food and the packaging, and the greatest preference was for packaging with nanoparticles extension in the shelf life of the product. The third segment (20.8%) had similar behavior, but it showed greater preference for the oil with nanoparticles that reduced cholesterol and for the packaging that prevented the growth of bacteria and viruses. The segments differed in terms of their satisfaction with food-related life and lifestyle. It was found that over 50% of the participants preferred oil with nanotechnology applications.

Content marketing performance measurement system in the context of customer acquisition

This thesis examines how content marketing is used in B2B customer acquisition and how content marketing performance measurement system is built and utilized in this context. Literature related to performance measurement, branding and buyer behavior is examined in the theoretical part in order to identify the elements influence on content marketing performance measurement design and usage. Qualitative case study is chosen in order to gain deep understanding of the phenomenon studied. The case company is a Finnish software vendor, which operates in B2B markets and has practiced content marketing for approximately two years. The in-depth interviews were conducted with three employees from marketing department. According to findings content marketing performance measurement system’s infrastructure is based on target market’s decision making processes, company’s own customer acquisition process, marketing automation tool and analytics solutions. The main roles of content marketing performance measurement system are measuring performance, strategy management and learning and improvement. Content marketing objectives in the context of customer acquisition are enhancing brand awareness, influencing brand attitude and lead generation. Both non-financial and financial outcomes are assessed by single phase specific metrics, phase specific overall KPIs and ratings related to lead’s involvement.

Simulation and material calibration of ultra high strength steel (UHSS) S960 welded joint under static tensile test utilizing finite element method (FEM)

The aim of this work was to calibrate the material properties including strength and strain values for different material zones of ultra-high strength steel (UHSS) welded joints under monotonic static loading. The UHSS is heat sensitive and softens by heat due to welding, the affected zone is heat affected zone (HAZ). In this regard, cylindrical specimens were cut out from welded joints of Strenx® 960 MC and Strenx® Tube 960 MH, were examined by tensile test. The hardness values of specimens’ cross section were measured. Using correlations between hardness and strength, initial material properties were obtained. The same size specimen with different zones of material same as real specimen were created and defined in finite element method (FEM) software with commercial brand Abaqus 6.14-1. The loading and boundary conditions were defined considering tensile test values. Using initial material properties made of hardness-strength correlations (true stress-strain values) as Abaqus main input, FEM is utilized to simulate the tensile test process. By comparing FEM Abaqus results with measured results of tensile test, initial material properties will be revised and reused as software input to be fully calibrated in such a way that FEM results and tensile test results deviate minimum. Two type of different S960 were used including 960 MC plates, and structural hollow section 960 MH X-joint. The joint is welded by BöhlerTM X96 filler material. In welded joints, typically the following zones appear: Weld (WEL), Heat affected zone (HAZ) coarse grained (HCG) and fine grained (HFG), annealed zone, and base material (BaM). Results showed that: The HAZ zone is softened due to heat input while welding. For all the specimens, the softened zone’s strength is decreased and makes it a weakest zone where fracture happens while loading. Stress concentration of a notched specimen can represent the properties of notched zone. The load-displacement diagram from FEM modeling matches with the experiments by the calibrated material properties by compromising two correlations of hardness and strength.

Aineettoman pääoman kehittäminen ABC-liikennemyymäläverkostossa

Tämän tutkimuksen tarkoituksena on selvittää, millaista aineetonta pääomaa S-ryhmään kuuluvalla ABC-liikennemyymäläverkostolla on ja kuinka sitä tulisi kehittää, jotta sen avulla voitaisiin tulevaisuudessakin tuottaa kilpailuetua. Tutkimus on toteutettu kvalitatiivisin tutki-musmenetelmin ja siihen on haastateltu seitsemän alueosuuskaupan ABC-toiminnasta vastaavia henkilöitä. Lisäksi tutkimukseen on haastateltu kahta ABC-ketjuohjauksen henki-löä, jotta tutkimukseen saatiin mahdollisimman kokonaisvaltainen näkemys ABC-liikennemyymälöiden aineettoman pääoman nykytilasta ja siitä, millaisin kehitystoimenpi-tein tätä pääomaa olisi mahdollista lisätä. Haastattelut toteutettiin puolistrukturoituina. Haas-tateltavat henkilöt alueosuuskaupoista pyrittiin valitsemaan niin, että mukaan tuli mahdolli-simman erilaisia alueosuuskauppoja niin kokoluokaltaan kuin maantieteelliseltä sijainnil-taan. Työn teoreettinen viitekehys muodostuu aineettoman pääoman, osuustoiminnan ja tietojohtamisen kirjallisuudesta. ABC-liikennemyymäläverkoston tärkeimmäksi aineetto-maksi resurssiksi tutkimuksessa tunnistettiin henkilöstön osaaminen. Tärkeinä aineettomi-na resursseina verkostossa nähdään myös tunnettu brändi, erilaiset yhteisesti sovitut pro-sessit ja toimiva vuorovaikutus, joskin prosessin merkitys aineettomana pääomana tunnis-tettiin vain välillisesti. Kehittämiskohteiksi ABC-liikennemyymäläverkostolle aineettoman pääoman kasvattamisen osalta nousi tutkimuksessa saatujen tulosten perusteella osaami-sen johtaminen, henkilöstön sitouttaminen, informaatiotulvan hallinta ja toimivan vuorovai-kutuksen luominen koko verkostoon.

Impact of Word-of-Mouth on consumer decision-making: An information processing perspective in the context of a high-involvement service

This doctoral study conducts an empirical analysis of the impact of Word-of-Mouth (WOM) on marketing-relevant outcomes such as attitudes and consumer choice, during a high-involvement and complex service decision. Due to its importance to decisionmaking, WOM has attracted interest from academia and practitioners for decades. Consumers are known to discuss products and services with one another. These discussions help consumers to form an evaluative opinion, as WOM reduces perceived risk, simplifies complexity, and increases the confidence of consumers in decisionmaking. These discussions are also highly impactful as WOM is a trustworthy source of information, since it is independent from the company or brand. In responding to the calls for more research on what happens after WOM information is received, and how it affects marketing-relevant outcomes, this dissertation extends prior WOM literature by investigating how consumers process information in a highinvolvement service domain, in particular higher-education. Further, the dissertation studies how the form of WOM influences consumer choice. The research contributes to WOM and services marketing literature by developing and empirically testing a framework for information processing and studying the long-term effects of WOM. The results of the dissertation are presented in five research publications. The publications are based on longitudinal data. The research leads to the development of a proposed theoretical framework for the processing of WOM, based on theories from social psychology. The framework is specifically focused on service decisions, as it takes into account evaluation difficulty through the complex nature of choice criteria associated with service purchase decisions. Further, other gaps in current WOM literature are taken into account by, for example, examining how the source of WOM and service values affects the processing mechanism. The research also provides implications for managers aiming to trigger favorable WOM through marketing efforts, such as advertising and testimonials. The results provide suggestions on how to design these marketing efforts by taking into account the mechanism through which information is processed, or the form of social influence.

Utilization of multi-branding in business to business markets

Case company utilizes multi-branding strategy (or house of brands strategy) in its product portfolio. In practice the company has multiple brands – one main brand and four acquired brands – which all utilize one single product platform. The objective of this research is to analyze case company’s multi-branding strategy and its benefits and challenges. Moreover, the purpose is to clarify that how could a company in B2B markets utilize multi-branding strategy more efficiently and profitably. The theoretical part of this thesis consists of aspects of branding strategies; different brand name architectures, benefits and challenges of different strategies and different ways of utilize branding strategies in mergers and acquisitions. The empirical part, on the other hand, includes the description of the case company’s branding strategy and the employees’ perspective on the benefits and challenges of multi-branding strategy, and how to utilize it more efficiently and profitably. This study shows, that the major benefits of utilizing multi-branding are lower production costs, ability to reach wider market coverage, possibility to utilize common sales tools, synergies in R&D and shared resources. On the other hand, the major challenges are lack of product differentiation, internal competition, branding issues in production and deliveries, pricing issues and conflicts, and compromises in product compatibility and suitability. Based on the results, several ways to utilize multi-branding strategy more efficiently and profitably were found; by putting more effort on brand image and product differentiation, by having more co-operation among the brands and by focusing on more precise customer and market segmentation.

Influência do tipo de embalagem na qualidade fisiológica de sementes de milho crioulo

Objetivou-se com este trabalho avaliar a qualidade fisiológica de sementes de seis variedades de milho submetidas ao armazenamento em embalagens plásticas a vácuo e em sacos de pano. Para tanto, foram realizadas avaliações do teor de água, germinação, primeira contagem de germinação, emergência, índice de velocidade de emergência, comprimento de parte aérea e massa seca de plântulas. Utilizou-se o delineamento inteiramente casualizado, com os tratamentos arranjados em esquema 6x4x2 (variedades x tempos de armazenamento x embalagens). Durante os seis meses de armazenamento, o teor de água das sementes não ultrapassou os 13%. A germinação foi reduzida nas duas embalagens, sendo que na embalagem plástica, esta queda ocorreu devido à retirada do oxigênio de dentro da embalagem, enquanto, para as sementes armazenadas em sacos de pano, pela infestação dos insetos-praga e o aumento da incidência de fungos, ocasionado pelas condições ambientais durante o período de armazenamento. Na avaliação de emergência, a tendência foi semelhante. Para o comprimento de parte aérea e massa seca para as duas formas de armazenamento, ao final dos seis meses, observaram-se valores próximos ou superiores à condição inicial. A manutenção da qualidade fisiológica de sementes de milho, durante o armazenamento, depende da variedade e do tipo de embalagem.

Qualidade sanitária e fisiológica de sementes de soja submetidas a tratamento com bioprotetor e fungicida

O objetivo do trabalho foi avaliar o efeito do bioprotetor Agrotrich® e do fungicida Vitavax-Thiram®, isoladamente ou combinados, sobre a qualidade sanitária e fisiológica de sementes de soja, pelas avaliações de sanidade, germinação, avaliação de plântulas, emergência em casa de vegetação e no campo. O experimento foi realizado no Laboratório de Fitopatologia e na área experimental do Departamento de Defesa Fitossanitária da Universidade Federal de Santa Maria, no período de junho a novembro de 2007. Na avaliação de sanidade, os tratamentos com fungicida químico, isolado ou em combinação, apresentaram os menores valores de incidência de fungos. Para germinação e primeira contagem, o tratamento com metade da dosagem dos produtos apresentou o melhor resultado. Na avaliação de plântulas em casa de vegetação, os tratamentos não diferiram entre si, em nenhuma das variáveis, assim como na emergência, índice de velocidade de emergência, primeiro, segundo e terceiro trifólio, no campo. Na análise de correlação entre os fungos e as variáveis da qualidade fisiológica, predominou o efeito negativo sobre estas. A combinação dos produtos com metade da dose proporciona efeito positivo sobre o potencial fisiológico das sementes de soja.