APPLIED MARKETING RESEARCH REGARDING THE BUYING BEHAVIOR OF CUSTOMERS IN TRANSYLVANIA TOWARDS DAIRY PRODUCTS

The paper centers around an applied marketing research regarding the buying behavior of customers in Transylvania towards dairy products. The method used was the survey and the instrument used was the questionnaire. The research was done on a swatch of 300 subjects, all target customers from Transylvania, selected by a nonrandom method - accessibility. The objective of the survey is to identify the customers knowledge and attitudes towards dairy products, establish the power of the brands and the impact of marketing. Furthermore, the study conducted reveals that in the near future there is a tendency for growth in the bio segment of dairy products. This is due to a change in mentality, while in the past customers were favoring low price over product quality; nowadays more customers from Transylvania are willing and able to spend more in order to buy a better dairy product

Liquid chromatographic method for the determination of beta-carotene from milk and cheese

The beta-carotene content in milk and cheese is an accurate indicator for the feeding method used for cows. It can also be sued as an indicator of adulteration of goat and other types of milk with cow milk. A high accuracy HPLC-UV method for the determination of beta-carotene from milk and cheese has been developed. After saponification with an alcoholic solution of potassium hydroxide the samples where extracted with a mixture of hexane: ethyl acetate (70:30) was used. The concentrated extract was analyzed using Perkin Elmer 200 Series High Performance Liquid Chromatograph (HPLC) with UV detector for the determination of beta-carotene content. The calibration was done in 4 points from 1-20 ng/ml. The recovery yield was between 73,8-89,7 %. The method was tested on 3 milk samples and 5 cheese samples. The highest concentration of beta-carotene was found in cheddar cheese produced with milk from pasture raised cows. 

RESEARCH REGARDING THE PERCEPTIONS AND ATTITUDES OF FARMERS FROM TRANSYLVANIA TOWARDS AGRICULTURAL MARKETING

The paper centers around a study focused on identifying the perceptions and attitudes of farmers from Transylvania towards agricultural marketing. It is essential to highlight the importance of agricultural marketing because even for farmers the goal is to maximize ones profits. Understanding and applying the correct marketing strategy makes the difference between success and failure