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This study aimed to evaluate the microbiota, phytochemical, antioxidant profile and DNA fingerprinting of Cabernet Sauvignon grapes from Slovakia and R. North Macedonia. There were used two samples of grape berries (one sample from Slovakia and one from Macedonia). Each sample was analyzed in triplicate. The bacteria were cultivated on Plate count agar (PCA), microscopic filamentous fungi were cultivated on Malt extract agar (MEA). MALDI-TOF MS Biotyper mass spectrometry was used for the identification of microorganisms (bacteria and yeasts) and microscopic filamentous fungi with manuals. DPPH method was used to determine of antioxidant activity of grape berries. Phytochemical and antioxidant profiles were evaluated in grape berries samples. Total genomic DNA was extracted from mature grapes by GeneJET Plant Genomic DNA Purification Kit. The number of bacteria was higher in the sample of Macedonian grape (4.13 log CFU.g-1) in comparison to the grape from Slovakia as well as the number of yeasts was also higher in the Macedonian sample (2.57 log CFU.g-1). Antioxidant activity of Slovak grape berries was 0.55 mg TEAC.g-1 and of Macedonian grape, berries was 0.51 mg TEAC.g-1. Total polyphenol content was higher in grape from Slovakia (0.81 mg GAE.g-1) than in grape from Macedonia (0.77 mg GAE.g-1), while total flavonoid content was 0.57 and 0.17 mg QE.g-1 in Slovak grape and Macedonian grape, respectively. Total phenolic acid content was higher in the sample from Macedonia (0.40 mg CAE.g-1) compared to the grape from Slovakia (0.24 mg CAE.g-1). Total anthocyanin content was also higher in Macedonian grape (0.46 mg.g-1) compared to the Slovak sample (0.05 mg.g-1). The total polymorphism for all of the used primers of 87.5% was obtained for the Macedonian sample of Cabernet Sauvignon and 89.4% for the Slovak sample.

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The reasons that determine the behavior of food product consumers, but also of people in general, is one of the most complex issues in the marketing of companies and require extensive research, and the reason for this is the individuality and complexity of human. Knowing all the influencing factors grouped into determinants and discovering the correlations between them will lead to a wealth of information on the impacts and consumer behavior. Social platforms (networks) on the internet are very popular today, and information on nutrition, diet, gastronomy and eating habits is published on a daily basis. In recent years there has been a growing interest in food, nutrition and diets on social media (Livestiling, Facebook, Instagram, etc.), with gastro-blogs and influencers as channels used in marketing and influencing consumer behavior. The subject of the research in this paper is the theoretical development of a new methodology of the so-called “nutrition marketing”, based on several principles (3P), focused on the importance of nutritional determinants, determinants of food quality and safety, as well as other important determinants that influence consumer behavior. Emphasizing these determinants and the benefits for people's health and well-being are part of the principles of Nutritional Marketing. As one of the concepts of Nutritional Marketing, a survey is included in the research for this paper on the impact of social platforms as a marketing tool on consumer behavior by detecting an impact determinant called social media. The analysis of the survey is supported by the creation of several statistical models, including a correlation analysis model and a model for distribution of patterns. The principles of nutrition marketing and the developed methodology will enable companies to create a successful food marketing strategy. The benefitс can be trifold: it will benefit companies insuring their higher profits, will benefit citizens by increasing their consumption of healthy, quality and safe food products, and ultimately, will benefit the country.

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