INFLUENCE OF EDUCATION/PROFESSION OF MEXICAN CONSUMERS ON ACCEPTANCE AND PURCHASE INTENT OF CORN TORTILLA

Influence of education/profession of Mexican consumers on acceptance and purchase intent of corn tortillas was evaluated. Two groups of 150 Mexican consumers each (faculty/graduate students [A] versus field laborers [B]) rated sensory acceptability of corn tortillas. Acceptance and purchase intent were rated using a binomial scale. Group B had higher expectations towards corn tortillas as indicated by lower acceptability ratings. Both groups used rollability, resistance-to-tearing, and chewiness to differentiate tortilla samples, but group B paid more attention to these attributes as indicated by higher canonical correlation values. Acceptance was influenced by overall liking for both groups; chewiness and taste were also significant for group B. Purchase intent was influenced by overall liking and taste for both groups, but color for group A, and appearance and chewiness for group B were also critical. This study demonstrated that education/profession of Mexican consumers affected their acceptance and purchase intent of corn tortillas.

PRACTICAL APPLICATIONS

This study revealed that education/profession of Mexican consumers affected acceptance and purchase intent of corn tortillas. Two groups of consumers with different levels of education had different expectation toward tortillas when making purchase decision. Understanding how each consumer segment differently perceives about the tortilla product will give marketers and manufacturers a better direction for developing tortilla products with expected sensory qualities.     

Regulation of Prolactin and Growth Hormone Production by Clonal Strains of Functional Pituitary Cells in Culture

This report describes the use of clonal strains of rat pituitarytumor cells to study the regulation of prolactin and growthhormone production. Emphasis is placed on the effects on prolactinproduction of the hypothalamic tripeptide pGlu-His-ProNH₂, alsocalled thyrotropin releasing hormone (TRH). TRH binds to specificcellular receptors and stimulates initially the release of previouslysynthesized prolactin; several hours later it stimulates thesynthesis of prolactin. Several kinds of experimental resultsare consistent with the hypothesis that cyclic AMP mediatesthe TRH-stimuIated release of prolactin. However, all of theeffects of TRH on these cells in culture are not mimicked bycyclic AMP analogs, for TRH decreases growth hormone productionwhile it increases the synthesis of prolactin, and the analogdibutyryl cyclic AMP increases the production of both hormones.