Coffee is one of the most appreciated beverages worldwide. However, little is known about the factors that motivate the consumption of coffee in the form of capsules (CC), roasted beans (CB), and powder (CP). Thus, qualitative methodologies such as of completion task (CT) and hard laddering (HL) were used in this study to help understand the motivations that drive the choice of different coffee presentations. The results obtained show that CP was perceived as traditional, practical, low cost, low quality generating less pleasure during consumption when compared with the others. CC was perceived as more practical, with the practicality and variety of flavors, although the higher price, lower sensory quality and the environmental impacts were relevant perceptions. Although CB was perceived as a high-quality product, generating greater consumer satisfaction, its high cost and lack of convenience stood out. Therefore, both techniques were able to capture the consumers' perception with great similarity between the results; however, it is worth emphasizing that HL was able to achieve deeper values related to food choice and consumption of product. This information can be used by the coffee producers and the processing industries to develop effective marketing strategies to effectively reach market segments. Practical application As the demand for coffee consumption has increased over the years, driven by the diversification of commercial presentations of the product, it is of great value to understand the perception of consumers and the factors involved in purchase and consumption. Laddering is a useful in-depth interviewing technique of qualitative research that unveils opinions, attitudes and beliefs that are part of consumers' cognitive structure. Projective methodologies as completion task use ambiguous and indirect stimuli such as images or stories encourage participants to project their own experience onto the stimuli, allowing that values, ideas, and abstract need to be explored. We believe that the data obtained in such a deep and spontaneous way can be extrapolated to guide actions and can help several decisions of product development, labeling, packaging, and marketing.
The consumers' perception and emotional profile (using emojis) about different dyes labeled in kefir packages were evaluated. The products were natural (KN, nonflavored, and without dye), and acerola-flavored with artificial dye (KCA), natural dye (KCN), or acerola-residue dye (KCR). Furthermore, the consumer's knowledge and attitudes about dyes were evaluated. KN, KCN, and KCR showed higher perceived acceptability, healthiness, security, and purchase intent than KCA and were associated with positive emoji. In addition, KCN and KN showed a more positive emotional profile than KCA. KCR improved the products' emotional profile compared to KCA and was characterized by a happy emoji. Consumers demonstrated good knowledge about dyes' utilization, cost, and stability, but they believe artificial dyes have health risks. It is concluded that artificial dyes contributed negatively to consumer perception and emotional profile, while natural and residue dyes have a good receptivity.The emoji utilization enabled differentiation among kefir with similar perceived acceptability. Practical applicationsThis study is the first to evaluate the impact of artificial, natural, or residue dyes on the consumer perception of kefir, a fermented beverage with proven health effects.The artificial dye was perceived negatively by consumers and resulted in an emotional profile characterized by negative emoji. On the contrary, the natural and residue dyes had a positive perception and good emotional receptivity by consumers.The consumers presented positive attitudes to replace artificial dyes with natural dyes and pointed out the natural ones as tastier, healthier, and safer. They also demonstrated to be open to new natural dyes. These results indicate that the dairy industry could better explore alternative sources of natural dyes to replace synthetic dyes.We also emphasize how emojis allowed the differentiation of samples with similar perceived acceptability, being advised its utilization to complement data from acceptance tests.
Introdução - As malformações fetais ou também denominadas defeitos congênitos são alterações consideradas anormalidades que ocorrem nas estruturas e/ou nas funções de um tecido, órgão ou sistema ao desenvolvimento embrionário, se manifestando no nascimento do animal. A queilosquise é uma malformação que cursa com desenvolvimento incompleto dos lábios, deixando uma linha vertical aberta no suco nasolabial e que ocorre pela falha na junção do processo maxilar com processo nasal medial, podendo ser uni ou bilateral, e ainda associada à palatosquise, outra malformação que acomete a cavidade oral e caracteriza-se por uma fissura na região dos palatos vulgarmente conhecida como fenda palatina. Objetivo - Relatar a ocorrência de um bezerro com queilosquise unilateral associada à palatosquise bilateral atendido em uma propriedade no município de Valença/RJ. Discussão - Embora a queilosquise possa ser prontamente diagnosticada através das alterações morfológicas logo após o nascimento, suas causas não são facilmente detectáveis. No presente caso, a queilosquise bilateral foi resultado de falhas na fusão do processo maxilar e do processo nasal medial ou suas adjacências. Conclusão – A incidência de queilosquise e palatosquise causa prejuízos econômicos a pecuária e ao bovino acometido. É necessário identificar a etiologia para evitar novos casos.
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