Identificação de antocianidinas em acerolas do Banco Ativo de Germoplasma da Universidade Federal Rural de Pernambuco

As antocianinas, pigmentos responsáveis pela cor vermelha da acerola madura, foram extraídas e purificadas de 12 genótipos cultivados no Banco Ativo de Germoplasma da Universidade Federal Rural de Pernambuco, com o objetivo de determinar a sua composição. As antocianinas e suas respectivas agliconas, obtidas pela hidrólise ácida, foram separadas por cromatografia líquida de alta eficiência (CLAE) usando uma coluna de fase reversa (C18). A identificação foi realizada pela ordem de eluição e pelos tempos de retenção dos padrões de referência e das antocianidinas obtidas por hidrólise ácida de uvas Isabel, Patrícia e Red Globe, ameixa, cebola roxa, morango e da casca de manga Tommy Atkins. Os cromatogramas obtidos demonstraram que o perfil antociânico dos genótipos de acerola é relativamente simples, apresentando de três a cinco picos comuns entre eles. Após hidrólise ácida foram obtidas somente duas agliconas identificadas como cianidina e pelargonidina. Comparando os cromatogramas das antocianinas e das antocianidinas e, avaliando os tempos de retenção, foi constatada a presença de antocianinas com diferentes graus de glicosilação e ausência de ácidos acilados em suas moléculas e que as agliconas identificadas, cianidina e pelargonidina, encontravam-se em diferentes proporções nos genótipos estudados.

THE ROLE OF CULTURAL AWARENESS IN BUILDING CHINESE HEALTH FOOD BRANDS Using Netnography in Searching Cultural Arguments to Be Used for Marketing Health Foods in China

Despite the complexity of the Chinese culture consumer product businesses should apply them in building brands for Chinese markets. There are reasons to believe that cultural values and attitudes affect the buying behavior of Chinese consumers. Companies that wish to create brands in China should therefore be aware of the prevailing cultural values and consumer attitudes. This thesis will examine which values and attitudes mostly affect Chinese consumers of health food products. The study will be done by conducting a netnography. Because netnography is actually a collection methods rather than a single method, other auxiliary methods will also be applied. These methods are emotion, language and sentiment analysis (ELS analysis). Emotion analysis will be conducted because cultural values are mostly built on emotional basis. Sentiment analysis will assist in recognizing the key factors that help to locate values and attitudes. Because the netnography will be conducted in Chinese web forums by a non-native researcher, linguistic aspects should also be analyzed in parallel with emotions and sentiment analysis. The study shows that the Chinese consumers of health food products put much importance on functional, analytical and collectivistic attitudes as well as social and psychological values. Of all the twelve cultural values defined, the role of family rose above all. Also perseverance, frugality, guanxi and harmony were highly presented. The attitudes were found by recognizing certain attitude factors. Of all the factors, health foods’ functional benefits and aesthetic content together with consumers’ value consciousness surpassed other factors. Besides these results that can be applied by foreign health food companies willing to enter Chinese consumer markets, also academia can benefit this new approach for conducting ethnographies online.