Sandra Maria Santos

Sensory evaluation of guava drinks sweetened with different sweetening agents

Due to a constant search for tropical fruit drinks and calorie reduced products, this work aimed to evaluate the degree of sweetness, flavor, overall global impression, and purchase intention of guava drinks sweetened with different sweetening agents through the response rank frequency and average test, and internal preference mapping (IPM). Guava pulp, drinking water, and sweetening agents (sucrose, mixture cyclamate/saccharine, aspartame, acesulfame K, stevia and mixture saccharine/sodium cyclamate/acesulfame K) were used. The sensory evaluation was carried out with 100 untrained tasters in laboratorial tests through the balanced complete block designs. Aiming at the evaluation of the tasters individual responses, the sensorial answers were evaluated through the IPM methodology employing the technique of main component analysis. The guava drinks sweetened with sucrose and aspartame got similar sensorial evaluation by the consumers presenting the highest average values in the acceptance test. Nevertheless, those sweetened with stevia, a mixture of three sweetening agents, and a mixture of cyclamate/saccharine presented the lowest values in the sensory evaluation. The utilization of the IPM confirmed the results obtained using the response rank frequency and average test.

O MARKETING SOCIAL COMO DIFERENCIAL COMPETITIVO: O CASO DA EMPRESA EXPRESSO GUANABARA

n recent years organizations have shown great concern for social issues and environmental conflicts that surround our society. In this context arises the concept of social responsibility and social marketing as a field of action inspired by the idea of sustainability, able to leverage the image and the brand of the organization, besides being a differential to its competitors. Thus, the present study aimed to verify the perception of customers of the Company Expresso Guanabara on social marketing as a competitive edge. This is a survey of qualitative-quantitative approach, an exploratory and descriptive nature, making use of the study case method. Social marketing can be seen as a competitive advantage that is intended to promote the organization and its image with its stakeholders. The results show that the companys customers still do not use their services because this be socially responsible and develop social marketing strategies. Thus, we concluded that the company studied social marketing is not yet understood as a competitive advantage to its clients and managers. Key-words: Social responsibility; social marketing; competitive advantage.