Purpose The buying process is affected by many aspects, in which consumer’s age is certainly an important feature to be considered. The purpose of this paper is to evaluate the influence of packaging and labeling of Requeijão cheese on the purchasing behavior of different age groups of consumers in order to obtain marketing information that aid in increasing sales of Requeijão cheese. Design/methodology/approach Three focus groups were created, each one composed of ten participants. The first group was aged 18-30 years old, the second group included people aged 31-50, and the third group participants were aged between 51 and 70 years old. Requeijão cheese labeling and packaging was presented to all groups to facilitate a discussion. A moderator asked participants in the three groups about the factors on the packaging and labeling of Requeijão cheese that influence their desire to purchase. Seven final themes were analyzed by thematic analysis: packaging, color and images on label, information, lid, price and brand. Findings The factors of greatest importance that influenced purchasing for the first and second group were glass packaging and color labels. Groups 2 and 3 preferred a packaging size of 250 g, an aluminum cap protected with a plastic cap, information, and affordable prices. Group 1 demonstrated high interest in 220 g packaging, metal lid and brands. Group 3 preferred plastic packaging. All groups were attracted by images on labels related to the product origin. The results from this study may be advantageous for creating marketing strategies to increase sales of Requeijão cheese and similar milk products that are sold in comparable ways. Practical implications Concept and attitudes toward packaging and labeling have changed in modern times. The present study demonstrates how consumers of different age groups have divergent opinions about packaging and labeling of Requeijão cheese, factors that have huge influences in the purchasing of this product. The results from this study will aid in creating marketing strategies to increase sales of Requeijão cheese and similar milk products that are sold in similar conditions. The findings will also assist manufactures in creating bonds with costumers once packaging and labeling might be produced in accordance with the preference of each age group of consumers, and consequently makes the visual aspects of packaging more attractive to them. Originality/value This study collected information about the most features in packaging and labeling of Requeijão cheese that attract consumers in the food buying process. There are many companies that sell Requeijão cheese. Then, it is necessary to understand the needs of consumers in relation to packaging and labeling of similar products, to make it more competitive in the market and to meet the expectations of consumers in order to create bond with them.
Diversified farms are operations that raise a variety of crops and/or multiple species of livestock, with the goal of utilising the products of one for the growth of the other, thus fostering a sustainable cycle. This type of farming reflects consumers' increasing demand for sustainably produced, naturally raised or pasture-raised animal products that are commonly produced on diversified farms. The specific objectives of this study were to characterise diversified small-scale farms (DSSF) in California, estimate the prevalence of Salmonella enterica and Campylobacter spp. in livestock and poultry, and evaluate the association between farm- and sample-level risk factors and the prevalence of Campylobacter spp. on DSSF in California using a multilevel logistic model. Most participating farms were organic and raised more than one animal species. Overall Salmonella prevalence was 1.19% (95% confidence interval (CI95) 0.6–2), and overall Campylobacter spp. prevalence was 10.8% (CI95 = 9–12.9). Significant risk factors associated with Campylobacter spp. were farm size (odds ratio (OR)10–50 acres: less than 10 acres = 6, CI95 = 2.11–29.8), ownership of swine (OR = 9.3, CI95 = 3.4–38.8) and season (ORSpring: Coastal summer = 3.5, CI95 = 1.1–10.9; ORWinter: Coastal summer = 3.23, CI95 = 1.4–7.4). As the number of DSSF continues to grow, evaluating risk factors and management practices that are unique to these operations will help identify risk mitigation strategies and develop outreach materials to improve the food safety of animal and vegetable products produced on DSSF.
Mixed crop-livestock farms (MCLF) integrate livestock and crops using their animals to graze crop residues and/or cover crops. MCLF are considered sustainable because grazing and the manure deposited by livestock enhance soil fertility and recycles farm nutrients. However, livestock manure may introduce enteric foodborne pathogens to the soil, which could contaminate fresh produce. Organic farmers in the United States follow the USDA National Organic Program (NOP) standards, which require 90 or 120 days between incorporating raw manure into the soil and harvest. Although not specifically addressed in NOP, organic farmers using grazing within production fields may also use this standard. The objectives of this study were to generate preharvest data to assess the die-off of generic Escherichia coli (E. coli) in the soil, after cover crops were grazed by sheep; and assess the genetic relatedness of generic E. coli isolates between soil and sheep faecal samples. We conducted a repeated observational study to evaluate the persistence of generic E. coli, as an indicator of faecal contamination and surrogate for STEC, in the soil of two fields (A and B) on an organic MCLF. Results showed a 3.70 log reduction in mean generic E. coli concentration MPN in the soil of field A from the highest of 3.70 log MPN/g on 48 day postsheep grazing (DPS) to -0.70 log MPN/g on 139 DPS. Field B showed a 3.51 log reduction in mean generic E. coli concentration in the soil from the highest mean of 3.51 log MPN/g on 14 DPS to the lowest mean -0.35 log MPN/g on 112 DPS. STEC prevalence in the sheep flock was 4.17% (1/24). Closely related generic E. coli strains were found between soil and faecal samples. Developing research-based waiting periods between grazing and harvest is important to inform best practices for farmers and food safety regulators.
Whether it ' s coming from the C-suite of senior executives or the marketing organisation, the drive for measuring marketing performance remains an utmost priority even though the issue is not a new one. Seven years ago, a study by the Advertising Research Foundation 1 revealed that ' enhanced return on marketing investment ' was one of the top priorities CEOs set for their marketing and research functions. The more recent VisionEdge Marketing (VEM) ' Marketing Performance Management ' 2 2007 study surveyed 136 business executives and marketing professionals through an online study. It was a purposive sample; therefore, all participants surveyed were either members from the C-Suite or those individuals with marketing and sales titles. The survey asked respondents to indicate the grade their CEO would give marketing based on the following criteria: A or better (marketing not only implemented programmes but was able to document their contribution); B + to B − (the CEO believes the marketing programmes made a difference but the contribution wasn ' t measured); C + to C − (the CEO isn ' t sure the marketing programmes made a difference, but believes they had some impact even though the contribution wasn ' t measured); and D or less (the CEO doesn ' t believe the marketing programmes made a difference). Out of all the respondents, only 17 per cent indicated that their CEOs would give marketing the grade of A and 48 per cent of the respondents felt that their organisation ' s ability to measure marketing performance was only marginally effective (9 per cent indicated that it was completely effective, 30 per cent indicated it was somewhat effective and 13 per cent felt it was completely ineffective). According to the CMO Council ' s ' The Marketing Outlook ' 2007 study, 3 ' chief marketers face intense pressure from bottom-line focused CEOs and demanding corporate boards to improve the relevance, accountability and performance of their organisations '. Measuring marketing performance, quantifying and measuring marketing ' s worth, and improving
retain profi table customers. Author of dozens of published marketing and branding articles and the books Gone Fishin ' and Measure What Matters, Laura has served on several nonprofi t boards, provided programming for professional organizations such as the ANA and BMA and has served as a guest lecturer at various universities, including the University of Texas at Austin, Stanford University, and Purdue University. Laura earned her BA from Truman State University and her Master ' s at the University of South Florida. Keywords: marketing , sales cycles , sales funnel , customer buying pipeline , quotas , customersAbstract Marketing and Sales are both responsible for generating revenue for the company. Regardless of various approaches taken by companies to address this issue, the lack of alignment and collaboration between marketing and sales persists. Both organizations need to change for the organization to succeed. This paper suggests how moving Marketing and Sales from a transactional approach to a customer-centric approach and using the customer buying process aligns the organizations and improves both organizations ' effectiveness at growing the top line.
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