Sensory evaluation and physico‐chemical measurements of tomatoes commonly consumed in New Zealand

Five different locally sourced commercially grown tomatoes (cultivars; Aranca, Excell, Flavourine, Mondeo and Solairo) and one grown in Australia (Gourmet) were subjected to sensory evaluation using a consumer taste panel. Physico‐chemical characteristics (CIE colour, dry matter, °Brix, titratable acidity, pH and °Brix : acid ratio) were also measured on the tomatoes. Overall, the sensory evaluation results showed that there were differences between the tomato cultivar most likely to be purchased (Excell, bright red skin colour) and the tomato liked most overall (Aranca, darker red skin colour). Panellists gave a wide range of juiciness and hardness scores to the tomatoes evaluated. Cultivars Flavourine, Aranca and Solairo were moderately sweet while Excell, Mondeo and Gourmet were regarded as not sweet at all. Physico‐chemical results showed that the New Zealand grown tomato varieties evaluated were comparable with other tomatoes grown in New Zealand while most tomatoes were redder and had higher titratable acidity compared with studies of tomato varieties from other countries. The panellists initially ranked the tomatoes on the redness of skin colour but changed their rankings when they had assessed their taste and texture.     

The extent of marketability and consumer preferences for traditional leafy vegetables – a case study at selected markets in Ghana

This paper reports on a survey conducted at two major marketing centres in Ghana; Tamale in the dry savannah zone and Kumasi in the forest zone. One hundred traders were interviewed using a semi‐structured questionnaire and focus groups discussions held on traders’ perceptions and consumer preferences, relative importance and indigenous nutritional knowledge of traditional leafy vegetables (TLVs). The survey established that, with the exception of Xanthosoma mafafa (cocoyam leaves), inter‐market distribution of TLVs is limited because of their perishable nature, narrow utilization base and lack of storage techniques. Socio‐culturally related factors limiting the distribution of TLVs include regional diversity and ethnic differences in the dietary patterns of the Ghanaian populace, inadequate knowledge about the methods of preparations as well as nutritional and medicinal values of TLVs. The most preferred TLVs as reflected in the consumers’ buying behaviour and traders’ perceptions are Xanthosoma mafafa (cocoyam leaves), Corchorus spp.(Ayoyo), Amaranthus spp (Alefu) and Hibicus sabdariffa (Bra). The order of preference in the forest zone is Xanthosoma mafafa (cocoyam leaves) > Corchorus spp.(Ayoyo) > Amaranthus spp (Alefu) > Hibicus sabdariffa (Bra), while the reverse order pertains in the savannah zone.     

South African consumers' opinions and consumption of soy and soy products

Interest in soy foods has increased with consumer awareness of its health benefits, especially with soy‐related ingredients being utilized as one of the major sources of high‐protein fortification. The aim of the present study was to assess South African (SA) consumers' opinion of soy and soy products through different statements on consumption, taste, protein value and healthiness. The respondents (n = 3001) for this randomized cross‐sectional study were randomly selected from metropolitan and rural areas in South Africa. Trained fieldworkers administered questionnaires by conducting face‐to‐face interviews. Fourteen statements from four sections of the questionnaire (consisting of 17 food‐related topics in total), probing information on consumers' opinion on soy and soy products, were used. Data on 81% of the respondents (n = 2437), who had heard of soy before, were used for statistical analyses. The data were weighted to be representative of the total SA population based on gender, age and race. No practically significant differences among metropolitan and rural respondents' opinion, gender or age variables regarding any statement were found. A practically significant higher percentage (>60%) of respondents in the total population and within all race groups were positive about soy and agreed that soy is a good source of protein, has many health benefits, associated soy with meat substitutes, were aware of a number of meat substitutes and agreed that soy can replace meat in their diet. Medium to large practically significant differences were found between racial groups regarding certain statements. More Blacks and Indians (76% and 68% respectively) than Whites (25%) use soy. Almost two‐thirds of Indians (65%) and Blacks (64%) eat or drink soy products, compared with only 22% for Whites, indicating that the potential target market for soy products should be chosen accordingly. Higher percentages of Blacks than Whites also indicated that they liked the taste of soy, would use more soy if it was readily available and if a bigger product range existed and would replace cow's milk with soy milk, confirming that Blacks are more positive about soy and would use even more soy if a bigger range of soy products were available. The findings from the current study indicated that more than 70% of SA consumers believe that soy has many health benefits and more than 60% already use soy. Insight gained from this first study of its kind in SA provided valuable information to developers and marketers, and signified that consumer segmentation should be taken into consideration to focus on developing more acceptable soy products that appeal to these consumer segments that are more positive towards the taste of soy and might consume soy regularly. Within the discipline of Consumer Science, efforts to inform consumers about the advantages of soy in terms of its health benefits, and to support it in terms of a greater availability of more acceptable soy products at reasonable prices, would support the ideal of informed, responsible buying decisions across all socio‐economic groups.     

Do small traders contribute to price discovery? Evidence from the Hong Kong Hang Seng Index markets

Using one‐contract‐size trades in the Mini Hang Seng Index futures to proxy the activities of small traders, this study empirically investigates the information contribution of small futures traders to price discovery on the Hang Seng Index (HSI) markets. Estimated with the models of Gonzalo, J., and Granger, C. W. J. ( 1995 ) and Hasbrouck, J. ( 1995 ), the results show that small traders contribute about 16.8% to price discovery, a disproportionately high share considering their relatively low trading volume. The results also indicate that the Hang Seng Index futures (HSIF) market still has the largest information share (about 71.0%), whereas the HSI spot market has a 12.2% share. Our results suggest that small traders are not uninformed in the HSIF markets, and play an important role in price discovery. © 2009 Wiley Periodicals, Inc. Jrl Fut Mark 30:156–174, 2010     

How important is appearance? Consumer preferences for mandarins in Indonesia

The purpose of this research was to determine consumer preferences for attributes of mandarins in Indonesia, in particular the preferences between domestic and imported mandarins. A focus group was conducted to identify some salient attributes of mandarins to Indonesian consumers. Intrinsic fruit attributes that are important to consumers include the appearance, taste, texture and overall quality of fruit segments and skin colour. Based on the results of the focus group, a survey questionnaire was developed and used in the interview process with the consumers. Evaluations were made on a seven‐point intensity scale for two domestic lines of mandarins and one imported line. Respondents did not know the origins of the fruit when evaluating the intrinsic qualities of mandarins. The results from 113 respondents in the city of Surabaya showed that domestic mandarins were rated higher on all intrinsic attributes. Imported mandarins were rated the best only on skin colour as domestic fruit are normally green or only partially orange when ripe. The fact that imported mandarins continue to command premium prices in the Indonesian market is an interesting phenomenon. Two possible explanations are suggested. The prestige of supermarket retailers (where imported produce is mostly sold) may advantage imported fruits. Alternatively, consumers may hold persistently favourable perceptions of imported fruits. Whether this represents the influence of subjective psychological and status factors requires further investigation.     

Information Asymmetry in Consumer Perceptions of Quality‐Differentiated Food Products

Increasing consumer demand for quality‐differentiated food products has given rise to a large quantity of food product classifications related to production practices and locations. Some food product claims such as native have no clear definitions and may have ambiguous connotations for different consumers. We analyze whether asymmetry in information affects consumer preferences and willingness to pay for ambiguous claims using the native attribute. An empirical application of pecans is used in the analysis to compare native and improved pecan varieties. With no evidence in the literature of additional benefits of native varieties, the results showed that consumers preferred native varieties. Furthermore tastes and preferences for all product attributes were heterogeneous; heterogeneity in preference for the native attribute was only significant at the 10% level.     

Intraday Liquidity Provision by Trader Types in a Limit Order Market: Evidence from Taiwan Index Futures

This study examines the dynamic liquidity provision process by institutional and individual traders in the Taiwan index futures market, which is a pure limit order market. The empirical analysis obtains several interesting empirical results. We find that trader type affects liquidity provision in a number of interesting ways. First, although institutional traders use more limit orders than market orders, foreign institution (individual) traders use a relatively higher percentage of market (limit) orders in the early trading session and then switch to more limit (market) orders for the remainder of the day until close to the end of the trading day. Second, net limit order submissions by both institutional and individual traders are positively related to one‐period lagged transitory volatility and negatively related to informational volatility. Third, net limit order submissions by institutional traders are positively related to one‐period lagged spread. Finally, both the state of limit order book and order size significantly influence all types of traders’ strategy on submission of limit order versus market order during the intraday trading session. © 2012 Wiley Periodicals, Inc. Jrl Fut Mark 34:145–172, 2014     

Promoting green buildings: Do Chinese consumers care about green building enhancements?

This paper explores sustainability‐related choices about buildings by analysing how consumers rated the relative importance of various attributes of conventional and green buildings. It also analyses how consumers judge environmental and health‐oriented improvements in green buildings. Unlike previous studies, this research applied conjoint analysis to explore the green building market at the consumer's level by regarding green buildings as nondurable green products and services. We used a survey to gather consumer preferences about several green building hotel models which partly applied green energy, modern wood structures and improved indoor environmental quality (IEQ). In total, 341 consumers participated the survey in two of China's largest cities: Beijing and Shanghai. The results revealed that green energy was the most preferred attribute of green buildings, exerting an even stronger overall effect on consumer choice than price. Afterwards, we identified distinct consumer segments and determined the background characteristics of each segment based on the similarities in the preferences for each attribute. The largest consumer segment, consisting of younger consumers, ranked green energy as the most important criterion. However, an improved indoor environmental quality was generally not highly ranked, and individuals in the consumer segment, which included more older and female consumers, were more likely to reject modern wood structures. The results also revealed that higher‐income individuals were most concerned with price, and consumers with higher levels of education were willing to pay more to support green buildings.     

Modelling purchasing decisions of seafood products: a case study of Mumbai,India

This study investigated the factors affecting the purchase decisions of seafood consumers in selected urban areas of Mumbai, India. The primary data were analysed using binary choice modelling techniques. It was found that taste, religion, size of household and age of family member were significant factors at a 95% confidence level. The Indian seafood industry may find this baseline study useful to encourage further consumer‐based research to promote the growth of the domestic seafood market.     

Comparative study of properties and acceptability of Haitian and US honey‐roasted peanuts

A honey‐roasted peanut product, flavoured with ginger and anise, was recently developed in Haiti in an effort to increase the consumption of locally grown peanuts. The objective of this study was to compare quality and consumer acceptability of the Haiti product with a traditional US‐manufactured brand. Haitian panellists (199) evaluated colour, appearance (dry/oily), crunchiness, peanut flavour and sweetness of the products using five‐point just‐about‐right scales. Colour (Minolta chromameter), hardness (TA.XT2i texture analyser fitted with a TA42 knife blade) and moisture (Denver IR‐30 moisture analyser), lipid (ethyl ether extraction) and sugar (Dionex DX‐500 high pressure liquid chromatography system) contents of the products were also determined. The Haiti product was significantly (P < 0.05) darker brown, harder and contained more (P < 0.05) sucrose and glucose but less (P < 0.05) lipid and fructose than the US product. Panellists indicated that crunchiness, peanut flavour and sweetness of both products were just right. The US product had acceptable appearance but was rated too light (hue angle = 69.6 ± 0.70, L‐value = 58.2 ± 0.47) in colour, whereas the Haiti product appeared too dry and dark (hue angle = 62.6 ± 2.79, L‐value = 44.6 ± 2.22). The Haiti peanuts were not deskinned, and their testae may have decreased the acceptability of the product's appearance and colour. The Haiti product was significantly (P < 0.05) just right to the female panellists and to the 21‐year plus panellists from all income groups. Deskinning of the peanuts and increased oil addition during roasting may improve the acceptability of the Haiti product, especially to 14–20 year olds. Decrease in sugar content may also make the Haiti product more appealing to this age group and to male Haitians.     

Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness

Two experiments designed to investigate how the shape and colour of packaging, and product category, conjointly impact consumers’ product and packaging expectations are reported. In Experiment 1, the shape (rounded vs. angular) and visual appearance (greyscale, red‐to‐yellow and blue‐to‐green colour schemes) of the packaging were manipulated. Dependent measures were preference (willingness to purchase the product, how attention‐capturing the packaging is, and the pleasantness of the design) and any taste associations. In Experiment 2, shape (rounded vs. angular), colour (red‐to‐yellow vs. blue‐to‐green colour schemes), and product category (buttery vs. cereal cookies) were manipulated. In this case, the dependent measures were the perceived product healthiness and the preference of consumers. The results of Experiment 1 revealed that packaging colour influenced product preference. Red‐to‐yellow and blue‐to‐green colour schemes and angular packaging were preferred over greyscale and round packaging. Colour also influenced taste associations, while shape only influenced ratings of expected sweetness. In Experiment 2, packaging shape and product category influenced product preference. In particular, rounded packaging and the packaging of buttery cookies were preferred over angular packaging and the cereal cookies packaging. The healthiness of the product was rated higher for the rounded and red‐to‐yellow packaging containing a buttery product. Taken together, these results highlight the important role played by colour, shape, and category on the expectations and associations elicited by viewing product packaging.     

Trader Survival: Evidence from the Energy Futures Markets

This study analyzes the adaptation of traders and the determinants of trader survival during a period of changing market structures. Our unique sample of transactions level data covers the introduction of electronic trading in the NYMEX energy futures market. The results show that most floor traders adapted to the side‐by‐side electronic and open outcry trading, although trader attrition increased and the profitability of surviving traders declined dramatically. It is also found that trading profits, trader experience and sophistication, and dual trading have a positive effect on the probability of trader survival. Scalpers are less likely to exit trading in pure open outcry trading, but are more likely to fail than traders who hold open positions longer in side‐by‐side trading. Finally, traders trading in multiple energy futures markets and those who use both the exchange floor and electronic trading appear to have a survival advantage in side‐by‐side trading. © 2011 Wiley Periodicals, Inc. Jrl Fut Mark 32:809–836, 2012     

Consumers' perceptions and awareness of safe food preparation practices at homes in Trinidad,West Indies

The objectives were to evaluate consumer perception and awareness of safe food preparation practices at homes. A questionnaire was self‐administered to 124 consumers who were primarily responsible for preparation of foods and owned a refrigerator at home. Data were analysed by frequencies and chi‐square. Most (97.6%) consumers considered safe food practices as ‘very important’. Few (8.9%) related Hazard Analysis and Critical Control Point to safe food preparation practices. Microbiological hazard was ranked as a most serious threat to food safety (80.5%). Salmonella was most well known (79.8%). Diarrhoea (23.7%) was a common symptom of food‐borne illness. More than 50% would ‘always’ check for expiry dates on labels, seals and would never purchase swollen cans. Only 48.4% consumers used separate cutting boards for meats and vegetables ‘always’. Some (6.5%) felt it was appropriate to give unfit food to someone else. The study identified critical points in safe food preparation practices for effective public health education.     

Market testing of a major cassava flour product in the Accra metropolitan area*

The current study analyses consumer judgements about some existing as well as newly introduced brands of a processed cassava food product (fufu flour) by means of market testing. Except for colour, the respondents’ evaluation of the sensory attributes of the various fufu flours that they have consumed did not have much significant differences. Also, no significant differences in sensory attributes were identified when the fufu flour brands were compared with traditional fufu, except for hand‐feel, smoothness and elasticity. In addition, no significant differences were observed in the prices of the various fufu flour brands in comparison with the equivalent price of traditional fufu. The study finds diversification of the marketing outlet for fufu flour as a major factor that could contribute to improving the awareness of the product.     

Sensory characteristics of fufu prepared with cassava roots (Manihot esculenta Crantz) stored in polyethylene sacks

This study was carried out to assess the effect of storage of cassava roots in polyethylene sacks for periods of 2, 4, 6 and 8 weeks on the sensory characteristics of cassava fufu, a popular Ghanaian dish. Freshly harvested cassava roots were dipped in tap water and packed into polyethylene sacks in 2‐kg batches and stored at room temperature (25°C ± 1°C). Samples of fresh cassava fufu were evaluated and then at two weekly intervals for a period of 8 weeks. Attributes evaluated were colour, smell, elasticity, smoothness and taste. A structured six‐point ranking scale ranging from 6 (excellent) to 1 (very poor) was used for the evaluation. The data were analysed using analysis of variance, and the least significance difference test at P < 0.05 was used to determine differences between means. The results showed that storage of cassava roots for up to 8 weeks did not significantly affect the colour, smell, elasticity and taste of cassava fufu. However, smoothness of fufu prepared with cassava stored for 6 and 8 weeks was significantly different from the samples of the fresh cassava, and those stored for 2 and 4 weeks. It was concluded that cassava roots stored for periods up to 8 weeks in polyethylene sacks produced fufu of similar characteristics as fresh cassava fufu. This method is therefore recommended for use by homemakers, food service operators, cassava retailers and processors to save them time, energy and money used for the frequent trips for purchases. The method would also reduce post‐harvest losses to a large extent.     

Consumer workers as immaterial labour in the converging media markets: three value‐creation practices

This paper takes a practice‐based approach to consumer studies and focuses on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets. Based on a case study of a print media organization and its customers, the aim is to discuss the collaborative practices through which value is created in the market. By means of a textual analysis of online and interview data, three value‐creation practices are abstracted and illustrated: constructing a sense of belonging and collective identity, mutual helping and peer support, and building pride and self‐respect. Overall, the paper suggests that in global media environments, consumer‐customers are playing increasingly significant strategic roles in the practices and processes through which value is co‐created in the market. It is therefore concluded that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities needs to be problematized and the dynamic strategic roles that consumers currently play in the market need to be acknowledged and actively incorporated into the business praxis of media corporations.     

Consumer education and the OECD electronic commerce consumer protection guidelines

This paper explores the implications of e‐commerce transactions and the lack of consumer protection regulation on consumer educators and curricula. The discussion is divided into five sections: conceptualizing e‐commerce; the juggernaut of e‐commerce; consumer education defined, especially consumer protection in the electronic market‐place; the Organization for Economic Co‐operation and Development (OECD) 1998 Ottawa conference on electronic commerce; and the implications of this fluid market and policy context on consumer educators. Empowerment of the consumer, the ultimate objective of consumer education, is a total challenge in the global electronic market‐place, but a challenge that must be embraced by staying informed, becoming a consumer advocate, as well as educator, and remaining ever vigilant as curricula are developed for the domestic consumer transacting in an electronic global market.     

Need for speed: Hard information processing in a high‐frequency world

I study the role of high‐frequency traders (HFTs) and non‐high‐frequency traders (nHFTs) in transmitting hard price information from the futures market to the stock market using an index arbitrage strategy. Using intraday transaction data with HFT identification, I find that HFTs process hard information faster and trade on it more aggressively than nHFTs. In terms of liquidity supply, HFTs are better at avoiding adverse selection than nHFTs. Consequently, HFTs enhance the linkage between the futures and stock markets, and significantly contribute to information efficiency in the stock market by reducing the delay between the stock and the futures markets.     

Consumer evaluation of five new sweet potato (Ipomea batatas) varieties

Five new sweet potato varieties, 91/62, 84/17, 91/198, 82/123 and Injala White, known to be less sweet were evaluated by a 15‐member panel to determine their acceptance as staple food items in Ghana. The results of the experiment revealed that there were significant differences among all the quality characteristics of the five new sweet potato varieties. However, all the varieties were accepted as staple food, with some being preferred more than others. In terms of flavour and colour, variety 91/198 was most preferred, while variety 91/62 was the most preferred with regard to texture and taste. The overall acceptability showed that variety 91/198 was the most preferred one, which also was the one with the least sugar content. In fact, varieties 91/198 and 91/62 always emerged as the best two varieties, with most of their qualities preferred among the five studied. On the whole, the Injala White variety was the least accepted.     

The sweet smell of advertising: the essence of matching scents with other ad cues

New technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues to the advertised product, and the joint effect of scent and other cues such as colour on consumer responses to advertising. A 4 × 2 experimental design was conducted, where participants (N = 603) were presented with scented colour print advertisements. Three hierarchical responses were measured: emotional response, attitude, and purchase intention. Findings reveal that higher congruence between scent and the advertised product heightens positive consumer response. Furthermore, this research stresses the significant joint effect of scent and colour cues, and supports the incongruence approach, suggesting that combining scents that are poorly congruent with other sensory cues enhance consumer response. Practical and theoretical implications are discussed.