Niraj S. Jagtap, Rajesh V. Wagh, Manish Kumar Chatli, Om Prakash Malav, Pavan Kumar and Nitin Mehta
This paper aims to highlight the candidature of papaya/Carica papaya L. extracts (PLE) and oregano/Origanum vulgare leaves extract (OLE) as novel natural antioxidants, which was…
Abstract
Purpose
This paper aims to highlight the candidature of papaya/Carica papaya L. extracts (PLE) and oregano/Origanum vulgare leaves extract (OLE) as novel natural antioxidants, which was further fortified into goat meat nuggets to evaluate quality changes and storage stability at refrigeration temperature (4 ± 1ºC) for 20 days.
Design/methodology/approach
Three different products, namely, control (without phyto-extracts), T−1: PLE (0.5 per cent) and T-2: OLE (1.0 per cent) fortified goat meat nuggets, were prepared and subjected for various quality attributes with relation to storage stability.
Findings
It was observed that pH significantly (p = 0.14) decreased till 10th day of storage i.e. from 6.49 to 6.32 (control), 6.37 to 6.28 (T−1) and 6.45 to 6.43 (T-2) afterword showed increasing trend till further storage of 20 days in control, as well as treated products. Water activity was non-significant (p = 0.01) on first day of storage and decreased up to 20th day. PLE treated product showed good margin of microbiological protection followed by OLE and least was found in control. L* value showed increasing trend (p = 0.03) throughout storage and ranged from 50.15 to 54.27, while a* values were decreased significantly from 10.36 to 9.06, 10.86 to 9.49 in PLE (p = 0.02) and OLE (p = 0.03), respectively. Sensory panel awarded the highest score for fortified goat meat nuggets, justifying the best quality attributes in term of texture attributes of the treated products. Thus, papaya and oregano leave extracts proved in the extension of shelf life and can be further harvested to develop functional goat meat nuggets.
Research limitations/implications
In search of novel bioactive phyto-extract, meat industry focussed most of the research towards natural anti-oxidants. In the view of same, the present research strategy was planned to examine candidature of Carica papaya L. and OLEs as novel natural antioxidant into meat system during aerobic packaging storage. Goat meat nuggets are amongst the most convenient and famous snack, as well as nutritious meat products, but lacks functional properties. Therefore, with implication of present research at practical level, meat industry can develop function goat meat nuggets by incorporating Carica papaya L. and Origanum vulgare extracts as natural and novel bioactive antioxidants with improved functionality.
Originality/value
This is the first attempt to develop functional goat meat nuggets incorporated with papaya/Carica papaya L. and oregano/OLE. This research can lead to be a pioneer work in meat science.
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Keywords
Manish Kumar Chatli, Rajesh V. Wagh, Nitin Mehta, Pavan Kumar and Om Prakash Malav
The physical, biomechanical and chemical properties of the composite biodegradable films are examined by their chemical composition, structure, processing conditions and…
Abstract
Purpose
The physical, biomechanical and chemical properties of the composite biodegradable films are examined by their chemical composition, structure, processing conditions and economics. Therefore, the purpose of the study was to develop standard composite biodegradable films by optimizing the process (drying time and temperature) and composition (whey protein concentrate; WPC and sodium alginate; SA).
Design/methodology/approach
Composite WPC–SA films were developed using the Box–Behnken design of response surface methodology (RSM), with individual and interactive effects of process variables on the response variables (quality characteristics). Three independent factors at three different levels (WPC: 5–7 g, SA: 0.1–0.5 g and drying temperature: 35°C–45°C) were evaluated for their effects on physical and biomechanical properties, namely, thickness, penetrability, moisture content, water vapor transmission rate (WVTR), density, solubility, transmittance and color variables. The results were analyzed using ANOVA. For each response, second-order polynomial regression models and resulting equations were developed.
Findings
The response surface plots were constructed for representing a relationship between process parameters and responses. All responses were optimized as the best and desired, namely, thickness (180 µm), penetrability (7.63 N), moisture (28.05%), WVTR (1.87 mg/m2t), solubility (36.12%), density (1.33 g/ml), transmittance (40.55%), L* value (52.50), a* value (0.35) and b* value (13.70). The regression models exhibited “good fit” of experimental data with a high coefficient of determination. A close agreement was found between experimental and predicted values.
Practical implications
These biodegradable films can be promisingly used in the food packaging system without the problem of disposability.
Originality/value
The composite films with proteins and polysaccharides can be developed, which have improved physical and biomechanical properties.
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This paper studied the effects of music plus fragrance or music alone on consumer purchase behaviour, footfalls and repeat visits to retail stores in the context of the mall.
Abstract
Purpose
This paper studied the effects of music plus fragrance or music alone on consumer purchase behaviour, footfalls and repeat visits to retail stores in the context of the mall.
Design/methodology/approach
A primary research was conducted through a structured questionnaire. A field study was conducted in two malls that attract the maximum crowd. The data from 250 respondents were analysed in total.
Findings
As per the present study, the combination of playing music with fragrance is more effective compared to playing music or fragrance alone on shopping behaviour, footfalls and repeat visits in retail stores in emerging markets like India.
Research limitations/implications
The study is more confined to a comparative study of the effectiveness of music with or without fragrance on consumer purchase behaviour and footfalls in retail stores located in malls. In view of research design, this could be a limitation of the study as types of music and other ambiance factors are not considered. The present study can be extended to religion as the religiosity of respondents may give a different response. The urban respondents may vary when compared to rural consumers. Therefore, the study can be extended by adding the rural or A-city mall or smaller malls in big cities. Research can be extended in the coronavirus disease 2019 (COVID-19) era to see if there is a change in consumer behaviour. It can also be extended to consumer's preference for different music and different fragrances.
Practical implications
This paper provides marketing managers and retail owners with valuable insights on the importance of using music with fragrance in retail stores to create unique consumer experiences in emerging markets that are different from developed countries. Managers should try to create both music, and fragrance in the store to improve purchase intention, and stay longer. To ensure that the planned music and fragrance approach creates the ambiance for consumers, marketing managers are advised to conduct market research. Special care should be taken for younger visitors to the store by creating the right ambiance. The present research will help many offline retailers' managers to strive for new competitive advantages through creating favourable shopping environments by understanding cultural differences.
Originality/value
The research gives direction to use music with a fragrance in the retail ambiance in the malls which will lead to improved consumer purchase, more footfalls, repeat visits and staying longer in emerging markets like India, which is a destination for global brands. Integration of three models of impulse buying (Rook and Fisher, 1995), individualism and collectivism (Triandis, 1995) and stimulus–organism–response (S–O–R) model of Mehrabian and Russell (1974) is used to explain the complex behaviour of consumers towards more purchases and repeat visits. The study will shed light on the quandary that retailers in the organised sector face in emerging markets such as India regarding the use of music and fragrance, as well as the impact on purchase behaviour, footfalls and repeat visits.
Details
Keywords
Renuka Kamath and Ashita Aggarwal
Marketing management, brand management, brand loyalty, brand consumer behavior.
Abstract
Subject area
Marketing management, brand management, brand loyalty, brand consumer behavior.
Study level/applicability
MBA program or the Executive Education program.
Case overview
Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty.
Expected learning outcomes
The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use.
Supplementary materials
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