Ordered probit regression analysis of the effect of brand name on beer acceptance by consumers

Ordered probit regression was used to analyze data of sensory acceptance tests designed to study the effect of brand name on the acceptability of beer samples. Eight different brands of Pilsen beer were evaluated by 101 consumers in two sessions of acceptance tests: blind evaluation and brand information test. Ordered probit regression, although a relatively sophisticated technique compared to others used to analyze sensory data, was chosen to enable the observation of consumers' behavior using graphical interpretations of estimated probabilities plotted against hedonic scales. It can be concluded that brands B, C, and D had a positive effect on the sensory acceptance of the product, whereas brands A, F, G, and H had a negative influence on consumers' evaluation of the samples. On the other hand, brand E had little influence on consumers' assessment.

Achieving competitive e-commerce in Finnish B2C retail business

E-commerce is one of the most fast growing business areas today and an extremely important channel in retail. In order for companies to succeed in this business environment, it is highly important to understand consumers and how they perceive and select webstores. The objective of the study is to investigate how to achieve competitive e-commerce by investigating consumers and the factors based on which they select a webstore. In addition, the study also seeks to explore whether sex or consumers’ buying experience have an effect on consumer’s webstore selection. Managerial implications are viewed from case company’s perspective. In order to answer the research questions a quantitative marketing survey was conducted. The data was collected by online questionnaire using the case company’s customers as respondents. A total of 1613 responses were obtained from Finnish consumers. Responses were analyzed using ANOVA, factor analysis and t-test. The results show that the most important factors in consumer’s webstore selection are usability, reliability and vendor related information. The biggest difference between heavy and light shoppers is trust formation. Light shoppers value physical stores and familiar vendors, whereas heavy shoppers judge vendor based on the information and usability. Women perceive higher risk than men. The winning strategy requires a hybrid of cost leadership and differentiation.

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.

Maize flour parameters that are related to the consumer perceived quality of ‘broa’ specialty bread

Abstract A wide range of quality parameters have been used to describe maize flours for food use, but there is no general agreement about the most suitable parameters for breadmaking. The objective of this study was to identify the maize flour parameters related to the consumer perceived quality of Portuguese broa bread (more than 50% maize flour). The influence of eleven maize landraces was assessed and compared with commercial flour using baking tests. The broa were evaluated by instrumental (colour, firmness) and sensory hedonic analysis with a consumer panel of 52 assessors. The broa sensory analysis revealed similar assessments among landraces and the lowest scores for commercial flour. The flour particle size distribution is the major influence, with commercial flour showing the highest mean diameter and a large particle distribution range. Broa consumer panel linkage associations and specific sensory descriptors have been identified; age as an influence on colour, cohesiveness, and source region as an influence on appearance and texture.

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.

Influencing Perceived Agency: A Study into User Experiences in Digital Interactive Storytelling

User experience is a crucial element in interactive storytelling, and as such it is important to recognize the different aspects of a positive user experience in an interactive story. Towards that goal, in the first half of this thesis, we will go through the different elements that make up the user experience, with a strong focus on agency. Agency can be understood as the user’s ability to affect the story or the world in which the story is told with interesting and satisfying choices. The freedoms granted by agency are not completely compatible with traditional storytelling, and as such we will also go through some of the issues of agency-centric design philosophies and explore alternate schools of thought. The core purpose of this thesis is to determine the most important aspects of agency with regards to a positive user experience and attempt to find ways for authors to improve the overall quality of user experience in interactive stories. The latter half of this thesis deals with the research conducted on this matter. This research was carried out by analyzing data from an online survey coupled with data gathered by the interactive storytelling system specifically made for this research (Regicide). The most important aspects of this research deal with influencing perceived agency and facilitating an illusion of agency in different ways, and comparing user experiences in these different test environments. The most important findings based on this research include the importance of context-controlled and focused agency and settings in which the agency takes place and the importance of ensuring user-competency within an interactive storytelling system. Another essential conclusion to this research boils down to communication between the user and the system; the goal of influencing perceived agency should primarily be to ensure that the user is aware of all the theoretical agency they possess.

Family rivalry in the testis: Retinoblastoma protein and E2F transcription factors in testicular development and adult spermatogenesis

Disorders of male reproductive health are becoming increasingly prevalent globally. These defects, ranging from decreasing sperm counts to an increasing rate of infertility and testicular cancer, have a common origin in the early phases of testicular development, but the exact mechanisms that cause them remain unknown. Testicular development and adult spermatogenesis are complex processes in which different cell types undergo mitosis, meiosis, differentiation and apoptosis. The retinoblastoma protein family and its associated E2F transcription factors are key regulators of these cellular events. In the present study, the functions of these factors in postnatal testicular development and adult spermatogenesis were explored using different animal models. In addition, a new application of flow cytometry to study testicular cell dynamics was developed. An ablation of retinoblastoma protein in mouse Sertoli cells resulted in their cell cycle re-entry in adult testes, dedifferentiation and a severe spermatogenic defect. We showed that deregulated E2F3 contributed to these changes. Our results indicated that the E2F1 transcription factor is critical for the control of apoptosis in the developing postnatal testis. In the adult testis, E2F1 controls the maintenance of the spermatogonial stem cell pool, in addition to inhibiting apoptosis of spermatocytes. In summary, this study elucidated the complex interdependencies of the RB and E2F transcription factor families in the control of postnatal testicular development and adult spermatogenesis. Furthermore, this study provided a new methodology for the analysis of testicular cells.

Business intelligence – enabling self-service: A case study in a global manufacturing company

Business intelligence (BI) is an information process that includes the activities and applications used to transform business data into valuable business information. Today’s enterprises are collecting detailed data which has increased the available business data drastically. In order to meet changing customer needs and gain competitive advantage businesses try to leverage this information. However, IT departments are struggling to meet the increased amount of reporting needs. Therefore, recent shift in the BI market has been towards empowering business users with self-service BI capabilities. The purpose of this study was to understand how self-service BI could help businesses to meet increased reporting demands. The research problem was approached with an empirical single case study. Qualitative data was gathered with a semi-structured, theme-based interview. The study found out that case company’s BI system was mostly used for group performance reporting. Ad-hoc and business user-driven information needs were mostly fulfilled with self-made tools and manual work. It was felt that necessary business information was not easily available. The concept of self-service BI was perceived to be helpful to meet such reporting needs. However, it was found out that the available data is often too complex for an average user to fully understand. The respondents felt that in order to self-service BI to work, the data has to be simplified and described in a way that it can be understood by the average business user. The results of the study suggest that BI programs struggle in meeting all the information needs of today’s businesses. The concept of self-service BI tries to resolve this problem by allowing users easy self-service access to necessary business information. However, business data is often complex and hard to understand. Self-serviced BI has to overcome this challenge before it can reach its potential benefits.

Business intelligence – enabling self-service: A case study in a global manufacturing company

Business intelligence (BI) is an information process that includes the activities and applications used to transform business data into valuable business information. Today’s enterprises are collecting detailed data which has increased the available business data drastically. In order to meet changing customer needs and gain competitive advantage businesses try to leverage this information. However, IT departments are struggling to meet the increased amount of reporting needs. Therefore, recent shift in the BI market has been towards empowering business users with self-service BI capabilities. The purpose of this study was to understand how self-service BI could help businesses to meet increased reporting demands. The research problem was approached with an empirical single case study. Qualitative data was gathered with a semi-structured, theme-based interview. The study found out that case company’s BI system was mostly used for group performance reporting. Ad-hoc and business user-driven information needs were mostly fulfilled with self-made tools and manual work. It was felt that necessary business information was not easily available. The concept of self-service BI was perceived to be helpful to meet such reporting needs. However, it was found out that the available data is often too complex for an average user to fully understand. The respondents felt that in order to self-service BI to work, the data has to be simplified and described in a way that it can be understood by the average business user. The results of the study suggest that BI programs struggle in meeting all the information needs of today’s businesses. The concept of self-service BI tries to resolve this problem by allowing users easy self-service access to necessary business information. However, business data is often complex and hard to understand. Self-serviced BI has to overcome this challenge before it can reach its potential benefits.

The Impact of Event Marketing on Brand Awareness in eSport Industry

The purpose of this qualitative research is to study what is the impact of event marketing on brand awareness in the context of electronic sport industry. Based on the research questions, the theoretical framework will be developed. This research will analyze earlier theories, and also searching more fresh literature to explain the current phenomenon in the eSport industry. In the empirical part, there were total of five case companies interviewed. The context of this research is eSport, which has its own chapter. The theoretical part of the thesis focuses on event marketing and brand awareness. In this research, event marketing is analyzed from the event organizers perspective. In some occasions, event exhibitors’ perspective is also analyzed. In brand awareness, the focus is how to create a brand recognizable, recalled and from there top of mind in consumers’ minds. The results of this research revealed that many companies’ struggles on getting their brand recognizable. Some of the case companies lacks a strategy and don’t exactly know the core values of their customers. However some of the case companies were opposite. One reason behind this is that some of them has experience on the field and the companies have resources that covers them. Also the current strong brand has clearly a positive affect on their business.

The Competitive Analysis of Selected Biorefineries in Finland

Biorefineries is a perspective field of study that covers many opportunities of a successful business unit with respect to sustainability. The thesis focuses on the following key objective: identification of a competitive biorefineries production process in small and medium segments of the chemical and forest industries in Finland. The scope of the research relates to the selected biorefineries operations in Finland and the use of hemicellulose, as a raw material. The identification of the types of biorefineries and the important technical and process characteristics opens the advantage in the company’s competitive analysis. The study concentrates on the practical approach to the scientific methods of the market and companies research with the help of Quality Function Deployment and House of Quality tool. The thesis’s findings provide mindset version of the expert’s House of Quality application, identification of crucial biorefineries technical and design characteristics’ correlation and their effect on the competitive behavior of a company. The theoretical background helps to build the picture of the problematic issues within the field and provides scientific possible solutions. The analysis of the biorefineries’ market and companies operations bring the practical-oriented aptitude of the research. The results of the research can be used for the following investigations in a field and may be applied as a company’s management analytic and strategic application.

Marketing a Mobile Application in a Highly Competitive Global Marketplace

The purpose of this research was to study the marketing of mobile applications. The main objective was to find out what are the most efficient ways of marketing to increase the sales for a mobile application within a highly competitive marketplace. The marketplaces, app stores, are studied from the perspective of size, ease of entry, competition and customers and their purchasing process. The study also includes research on what are some of the main marketing methods used in mobile app marketing in general. The study consists of two parts, theoretical and empirical research. Theoretical research was done by studying past scientific research on the chosen subjects. As the subject is very new, the research was also extended to other publications from the field of mobile technology. The empirical part was done through interviews and empirical experiments with a case-company, which were used to answer the main objective of this study. These experiments showed that the chosen methods of mobile app marketing, app store optimization, localization and selected social media marketing activities, created the most sales when used together. Positive results were seen also when the activities were conducted by themselves, but together they were able to push the case company to their all time best results. However the key to succeeding and hitting high positions in the app store rankings would most likely require creating a solid marketing strategy, trying out other marketing activities alongside the ones used here, without forgetting to stay on top of mobile technology trends.