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Graduate Theses and Dissertations

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Developing A Lab-Scale Fluidized Bed Dryer System To Enhance Rough Rice Drying Process, Kaushik Luthra Jul 2021

Developing A Lab-Scale Fluidized Bed Dryer System To Enhance Rough Rice Drying Process, Kaushik Luthra

Graduate Theses and Dissertations

For more than half of the world's population, rice (Oryza sativa L.) is a staple meal. However, rice growers encounter difficulties supplying this demand, particularly in developing nations, where rice is susceptible to spoilage if the moisture content is not lowered to a safe level soon after harvest. As a result, traditional drying methods, such as sun drying and natural air drying, are commonly used by rice growers, particularly in underdeveloped nations. However, these procedures are time-consuming and can lead to rice spoilage. On the other hand, fluidized bed drying is a well-established technology that might give rice growers a …


The Effect Of A Mindfulness-Based Intervention On Attention And Cognitive Control As A Function Of Smartphone Notifications., Joshua D. Upshaw Jul 2021

The Effect Of A Mindfulness-Based Intervention On Attention And Cognitive Control As A Function Of Smartphone Notifications., Joshua D. Upshaw

Graduate Theses and Dissertations

Barriers to accessing mobile technology, particularly smartphones, have decreased substantially since the iPhone’s release in 2007, resulting in increased ownership and usage across all ages, genders, and races. Despite their ubiquity in our society, relatively little empirical work has investigated the influence of smartphones on our higher order executive functioning. Prior work has linked smartphone use with impaired cognitive control during cognitively demanding tasks, especially in heavier smartphone users. The goals of the current study were twofold. First, the study aimed to examine the effects of smartphone notifications on cognitive control and attention. And second, to determine the effects of …


Characterization Of Iron-Sulfur Cluster Biogenesis In Methanogenic Archaea, Thomas Modlin Deere Jul 2021

Characterization Of Iron-Sulfur Cluster Biogenesis In Methanogenic Archaea, Thomas Modlin Deere

Graduate Theses and Dissertations

Iron-sulfur (Fe-S) clusters are among the oldest cofactors on the planet, used by proteins in almost all forms of life on Earth to carry out processes ranging from energy transfer to DNA replication. Among the organisms believed to use these Fe-S proteins more extensively than almost any others are the methanogens, an ancient lineage of archaeal microbes that produce methane as a required product of their metabolism. Methane, the primary component of commercial natural gas, is both a potent greenhouse gas and an important fossil fuel. It can also be renewably produced as a biofuel. Biogenic methane is almost entirely …


Efficacy Of Conditional And Constitutive Crispr/Cas9 In Rice Genome, Zahra Alizada Jul 2021

Efficacy Of Conditional And Constitutive Crispr/Cas9 In Rice Genome, Zahra Alizada

Graduate Theses and Dissertations

Constitutive expression of Cas9 leads to a higher editing efficiency; however, it also increases the chances of off-target mutations. Thus, transient expression of Cas9 is a desirable approach to achieve higher targeting efficiency and to curb the off-target effects. It was previously shown that heat-inducible expression of Cas9 had an editing efficiency of 45% as compared to the strong constitutive expression, and the heat-shock induced mutations were inherited by the next generation. In this study, cold-inducible promoter, AtRD29a, was used for driving Cas9 expression, and evaluated for its editing efficiency upon cold-treatment on the GUS transgene loci. The expression analysis …


The Characterization Of Angiopoietin-Like Protein 4 Overexpression In Triple Negative Breast Cancer, Jodi Simeon Jul 2021

The Characterization Of Angiopoietin-Like Protein 4 Overexpression In Triple Negative Breast Cancer, Jodi Simeon

Graduate Theses and Dissertations

Triple Negative Breast Cancer (TNBC) is highly invasive and metastatic with approximately 15% of patients developing liver metastases. The primary treatment of metastatic TNBC is chemotherapy, however, there is an increased chance of resistance to this therapeutic technique. If Breast Cancer Liver Metastasis (BCLM) is left untreated most patients survive only 4 to 8 months with a very rare 5-year survival. Therefore, it is imperative to analyze markers and molecular pathways that TNBC cells use to progress, invade, and metastasize to the liver. The aim of this study was to examine the overexpression of angiopoietin-like 4 (ANGPTL4) in TNBC cells …


Are Rice Markets In Bangladesh Efficiently Pricing Rice Based On Quality? An Empirical Assessment, Indrani Saha Jul 2021

Are Rice Markets In Bangladesh Efficiently Pricing Rice Based On Quality? An Empirical Assessment, Indrani Saha

Graduate Theses and Dissertations

Rice is an important staple for more than half of the world’s population and is the main staple in Bangladesh, accounting for 65 percent to 70 percent of the daily calorie intake. The importance of rice consumption and the high level of food insecurity in Bangladesh highlights the importance of having markets that efficiently price rice according to consumer preferences. This study aims to assess how effectively rice prices in Bangladesh are reflective of rice quality. More specifically, we estimate how the rice market is currently pricing selected rice quality attributes, such as broken percentage, chalk percentage, kernel size and …


Characteristics Of Face-To-Face Communications In Agriculture Marketing And Customer Service, Ashlyn Ussery Jul 2021

Characteristics Of Face-To-Face Communications In Agriculture Marketing And Customer Service, Ashlyn Ussery

Graduate Theses and Dissertations

As communication forms evolve, it is important for business leaders to not only follow the trends, but to be data-driven and make calculated decisions that are beneficial for their businesses. In this qualitative study, the researcher sought to describe how Arkansas Farm Bureau Federation used face-to-face and computer-mediated communication methods to communicate as an organization and the value their employees and members place on each communication method. Uses and Gratifications theory was used to guide this research and evaluate the results. This theory is unique in that it does not describe the effect media has on people, like many human …


A Time-Course Characterization Of Muscle Function And Mitochondrial Markers During Colorectal Cancer-Induced Cachexia In Tumor-Bearing Male Mice, Ana Cabrera Ayuso Jul 2021

A Time-Course Characterization Of Muscle Function And Mitochondrial Markers During Colorectal Cancer-Induced Cachexia In Tumor-Bearing Male Mice, Ana Cabrera Ayuso

Graduate Theses and Dissertations

Cachexia is a multisystemic and multifactorial syndrome prevalent in cancer patients. It is clinically defined by involuntary loss of >5% weight in a six-month window, despite nutritional interventions. A negative energy balance characterizes cancer cachexia (CC), it is associated with weakness and fatigue in skeletal muscle. Impaired muscle function is associated with lower quality of life in cancer patients. Defects in mitochondrial function are strongly associated with muscle wasting. This study explored muscular contractile function and mitochondrial quality control (MQC) markers in soleus, gastrocnemius, and tibialis anterior (TA) muscles of C26-induced male tumor-bearing mice during a 25-day time course. It …


Experimental And Analysis Of Electromagnetic Characterization Of Biological And Non-Biological Materials In Microwave, Millimeter-Wave, And Terahertz Frequency Bands, Nagma Vohra Jul 2021

Experimental And Analysis Of Electromagnetic Characterization Of Biological And Non-Biological Materials In Microwave, Millimeter-Wave, And Terahertz Frequency Bands, Nagma Vohra

Graduate Theses and Dissertations

The goal of this research is to characterize the electromagnetic properties of biological and non-biological materials at terahertz (THz), millimeter-wave, and microwave frequency bands. The biological specimens are measured using the THz imaging and spectroscopy system, whereas the non-biological materials are measured using the microwave and millimeter-wave free-space system. These facilities are located in the Engineering Research Center at the University of Arkansas. The THz imaging system (TPS 3000) uses a Ti-Sapphire laser directed on the photoconductive antennas to generate a THz time domain pulse. Upon using the Fourier Transform, the spectrum of the pulsed THz signal includes frequencies from …


A Radiographic Investigation Of Anthropometrics, Neck Posture, And Neck Strength In Individuals With Enlarged External Occipital Protuberances, Caleb Burruss Jul 2021

A Radiographic Investigation Of Anthropometrics, Neck Posture, And Neck Strength In Individuals With Enlarged External Occipital Protuberances, Caleb Burruss

Graduate Theses and Dissertations

Overview: Enlarged external occipital protuberances (EEOPs) are found in 41% of young adults. These EEOPs have the potential to lead to pain throughout life and possibly surgery. Little is known of the pathophysiology or characteristics that could lead to these EEOPs. Purpose: The purpose of this study is to use radiographic measurements to investigate how anthropometrics, neck posture and neck strength in flexion and extension differ between those with and without an EEOP. Methods: 80 radiographs from three different studies were digitized and the marking of landmarks performed in ImageJ. The cut-off for an EEOP was established as any EOP …


Effect Of Harvest Time On The Incidence Of Red Drupelet Reversion And Development Of Tetraploid Linkage Maps In Blackberry, Mitchell E. Armour Jul 2021

Effect Of Harvest Time On The Incidence Of Red Drupelet Reversion And Development Of Tetraploid Linkage Maps In Blackberry, Mitchell E. Armour

Graduate Theses and Dissertations

The cultivated eastern U.S. blackberry (Rubus L. subgenus Rubus Watson) has gone through tremendous strides in both trait improvement and market outreach at the University of Arkansas System Division of Agriculture (UA System). What began as primarily a pick-your-own local fruit found mostly in the wild, has become a commercialized year-round product in most major U.S. grocery retailers. This could not have been achieved without decades of diligent breeding efforts. Although the genetic improvement of fresh-market blackberries has advanced, there are still issues that need to be addressed. One issue is the prevalence of red drupelet reversion (RDR), a physiological …


An Automated Method To Enrich And Expand Consumer Health Vocabularies Using Glove Word Embeddings, Mohammed Ibrahim Jul 2021

An Automated Method To Enrich And Expand Consumer Health Vocabularies Using Glove Word Embeddings, Mohammed Ibrahim

Graduate Theses and Dissertations

Clear language makes communication easier between any two parties. However, a layman may have difficulty communicating with a professional due to not understanding the specialized terms common to the domain. In healthcare, it is rare to find a layman knowledgeable in medical jargon, which can lead to poor understanding of their condition and/or treatment. To bridge this gap, several professional vocabularies and ontologies have been created to map laymen medical terms to professional medical terms and vice versa. Many of the presented vocabularies are built manually or semi-automatically requiring large investments of time and human effort and consequently the slow …


Assessing Impacts Of Winter-Hay Feeding On Soil And Forage Nutrient Dynamics In A Rotationally-Grazed Pasture System In Arkansas, Lawrence Gordon Berry Iv Jul 2021

Assessing Impacts Of Winter-Hay Feeding On Soil And Forage Nutrient Dynamics In A Rotationally-Grazed Pasture System In Arkansas, Lawrence Gordon Berry Iv

Graduate Theses and Dissertations

More than 38 % of United States’ rural land area was used for grazing (i.e., pastureland or rangeland) ruminant animals in 2017, constituting the largest private land use group. The expansive nature of these lands means that grazing and pasture management decisions have potential to impact water quality as well as profit margins. As a result, beef producers are under increased pressure from economic and environmental standpoints to limit application of nutrients beyond those required to grow the forage needed for animal consumption. At the same time, a large amount of nutrients is recycled back to pasture systems directly from …


The Persistence Of Human Norovirus Surrogate In Leafy Greens Production System, Wenjun Deng Jul 2021

The Persistence Of Human Norovirus Surrogate In Leafy Greens Production System, Wenjun Deng

Graduate Theses and Dissertations

Since mostly consumed raw, foodborne pathogen contamination of leafy greens has led to a large number of foodborne disease outbreaks and illnesses each year in the United States. Human noroviruses (hNoV) are the most common viral pathogen transmitted by leafy greens. In this dissertation, the persistence of the hNoV surrogate Tulane virus (TV) on pre-harvest lettuce and microgreens was investigated. Lettuces are the most studied leafy green model, while previous hNoV research has mainly focused on the post-harvest stage of production. Here, pre-harvest hydroponically grown lettuce were used to determine TV persistence on leafy greens. After inoculation on leaves at …


Nanomaterial-Based Biosensors For Detection Of Salmonella Typhimurium And Avian Influenza Virus H5n1 In Poultry, Xinge Xi Jul 2021

Nanomaterial-Based Biosensors For Detection Of Salmonella Typhimurium And Avian Influenza Virus H5n1 In Poultry, Xinge Xi

Graduate Theses and Dissertations

This research focused on developing biosensing method and biosensing device for rapid detection of pathogens in poultry: Salmonella Typhimurium and avian influenza virus H5N1. The first part of the dissertation reports an original research on the development of a portable biosensing device for Salmonella detection. The device was designed and constructed based on a previously developed optical biosensing method, using immuno-magnetic nanoparticles to specifically capture target bacteria, and immuno-quantum dot beads to label the target bacteria for fluorescence detection. All the actions of sample mixing, magnetic separation, and fluorescence detection were controlled automatically in a disposable microfluidic chip in the …


The Balance Of Excitation And Inhibition And Its Influence On Cortical States And Rett Syndrome, Jingwen Li Jul 2021

The Balance Of Excitation And Inhibition And Its Influence On Cortical States And Rett Syndrome, Jingwen Li

Graduate Theses and Dissertations

Our brain consists of billions of neurons, properly coordinating to process information and realize brain functions. Among them, there are two types of neurons: excitatory neurons and inhibitory neurons. The firing of excitatory neurons increases the membrane potential of downstream neurons, and thus excites other neurons to fire. The firing of inhibitory neurons, in contrast, decreases the membrane potential of downstream neurons, and thus inhibits other neurons to fire. The interplay of excitatory and inhibitory neurons shape the spiking activity in the population. Thus, the `balance of excitation and inhibition' plays an important role in cortical processing and brain functions. …


Host-Parasite Interactions Within Food Webs, Adam Zvanut Hasik Jul 2021

Host-Parasite Interactions Within Food Webs, Adam Zvanut Hasik

Graduate Theses and Dissertations

Parasitism is one of the most common life history strategies employed in nature, yet the effects of parasites are often thought to be minimal, and the vast majority of studies fail to consider parasites and their effects on host organisms. This is likely a problem, as the magnitude of parasite-mediated effects on their hosts can be quite large. Additionally, the effects of parasites are known to extend beyond the host to affect other species interactions. I used a series of approaches to gain a more integral understanding of host-parasite interactions by studying (1) the effects of parasites on biotic interactions …


Of Biodiversity, Boundaries, And Distribution: The Myxomycetes Of The Philippines And Beyond, Sittie Aisha Bustamante Macabago Jul 2021

Of Biodiversity, Boundaries, And Distribution: The Myxomycetes Of The Philippines And Beyond, Sittie Aisha Bustamante Macabago

Graduate Theses and Dissertations

This dissertation contains a compilation of independently performed studies primarily focusing on the myxomycetes (plasmodial slime molds) from the Philippines and integrating local and worldwide data to demonstrate regional and global trends. The major themes include the following: (I) a review of the diverse group of spore-producing amoeboid protists, including the myxomycetes; (II-IV) diversity assessments in three different groups of islands in the Philippine archipelago; (V) mapping the myxomycetes found in the Philippines for databasing and analyzing the geocoded data; (VI) a study on regional boundaries, including the Philippines, using myxomycete species composition; and, (VII) creating a global species distribution …


Microfabrication And Electrochemical Characterization Of A Novel Su-8 Probe With An Array Of Individually Addressable Electrodes Suitable For Redox Cycling Experiments In Ultra-Small Volumes, Mahsa Lotfi Marchoubeh Jul 2021

Microfabrication And Electrochemical Characterization Of A Novel Su-8 Probe With An Array Of Individually Addressable Electrodes Suitable For Redox Cycling Experiments In Ultra-Small Volumes, Mahsa Lotfi Marchoubeh

Graduate Theses and Dissertations

Redox cycling is an electrochemical technique that utilizes closely spaced generator and collector electrodes to cycle reversible redox species between their oxidative states. With advantages in signal amplification, selectivity of species based on their electrochemical reaction mechanism, and limited or no background subtraction, this technique is well suited for selective detection of important electrochemically active molecules such as dopamine at basal or slowly changing levels.

Miniaturized medical devices have become an area of great interest for measurement of chemicals in limited volumes with low concentrations or in sensitive tissues. A probe on a polymeric SU-8 substrate with suitable dimensions and …


Characterization, Incidence, And Epidemiology Of Two Novel Strawberry Rhabdoviruses, Ava Wait May 2021

Characterization, Incidence, And Epidemiology Of Two Novel Strawberry Rhabdoviruses, Ava Wait

Graduate Theses and Dissertations

Strawberry is the most important berry crop, grown in most temperate regions around the world. In the early 2000s and in 2012-2013, viral disease devastated strawberry production in California and Florida respectively; causing multimillion dollar losses. This occurred because viruses were moving in the field undetected. The modern strawberry (Fragaria x ananassa Duch.) is tolerant to single and double infections; yet when several viruses infect plants, symptoms as severe as plant death can occur. To prevent future epidemics, the use of virus-tested planting materials is essential. In 2019, rhabdovirus-like sequences were detected in strawberry using a combination of high-throughput sequencing …


Survey Of Ticks And Tick-Borne Pathogens Associated With Feral Swine (Sus Scrofa) In Arkansas, Haylee Campbell May 2021

Survey Of Ticks And Tick-Borne Pathogens Associated With Feral Swine (Sus Scrofa) In Arkansas, Haylee Campbell

Graduate Theses and Dissertations

Feral hogs (Sus scrofa L.) are an invasive species throughout the southeast United States and found in every Arkansas county. As feral hogs invade new habitat, they can disrupt ecosystems, damage agriculture systems, and bring ticks and tick-borne pathogens with them. There are no surveys of the tick species parasitizing the Arkansas feral hog populations or the pathogens they carry. This is a public health concern because feral hogs occupy often same geographical regions as humans and livestock and can harbor over 45 animal diseases and parasites. The ticks carried by feral hogs can carry tick-borne pathogens that can cause …


Quality Determinates Of Rice Price In Open Bag Markets In Sub-Saharan Africa, Bailey Peterson-Wilhelm May 2021

Quality Determinates Of Rice Price In Open Bag Markets In Sub-Saharan Africa, Bailey Peterson-Wilhelm

Graduate Theses and Dissertations

Weaknesses in the grades and standards system in low-income countries across Sub-Saharan Africa undermine the transparency of agricultural markets. In the Democratic Republic of the Congo (DRC), Ghana and Mozambique rice is predominately sold in open bags and if rice price does not reflect its quality, then inefficiencies may lead to consumer welfare losses. Importantly, it is possible that impoverished communities are priced out of the market due to inflated and inefficient prices. The objective of this study is to examine determinates of rice price by estimating the impact of selected rice quality attributes on rice prices in DRC, Ghana …


Effects Of Heme Oxygenase 1 Inducer, T-Bhq On Growth Of Multiple Myeloma Cell Lines, And On Osteoblast And Osteoclast Differention, Alyaa Alansari May 2021

Effects Of Heme Oxygenase 1 Inducer, T-Bhq On Growth Of Multiple Myeloma Cell Lines, And On Osteoblast And Osteoclast Differention, Alyaa Alansari

Graduate Theses and Dissertations

Expansion of plasma cells within the bone marrow constitutes the onset of multiple myeloma (MM). This disease manifests clinically primarily through the formation of osteolytic bone lesions that can lead to osteoporosis. The reason for the development of such lesions is the disruption of the equilibrium between bone resorption and bone formation as a result of proliferation of osteoclasts and reduction in the number of osteoblasts in the process of differentiation of mesenchymal stem cells (MSCs). The maintenance of bone architecture is critically dependent on osteoblasts and osteoclasts, the activity of which is underpinned by a range of soluble factors. …


Molecular And Genetic Studies Of Robo2 Transcriptional Regulation In The Central Nervous System Of Drosophila Melanogaster, Muna Abdal Rahim Abdal Rhida May 2021

Molecular And Genetic Studies Of Robo2 Transcriptional Regulation In The Central Nervous System Of Drosophila Melanogaster, Muna Abdal Rahim Abdal Rhida

Graduate Theses and Dissertations

Drosophila Robo2 axon guidance receptor is a member of the evolutionarily conserved Roundabout (Robo) protein family that is involved in directing axons that cross the midline to the other side of the animal body. Robo2 roles mainly depend on two factors: The functional domains of the Robo2 protein, which is extensively studied, and the dynamic transcription of robo2 in various subsets of cells throughout embryogenesis which is not fully understood. Thus, knowing robo2 enhancers that transcriptionally regulate robo2 during embryogenesis is significant. To investigate robo2 potential enhancers, we screened 17 transgenic lines of Drosophila that were generated by Janelia Research …


Economic And Ecosystem Impacts Of Gm Maize In South Africa, Kristiina Ala-Kokko May 2021

Economic And Ecosystem Impacts Of Gm Maize In South Africa, Kristiina Ala-Kokko

Graduate Theses and Dissertations

White maize in South Africa is the only staple crop produced on a widespread commercial basis for direct human consumption using genetically modified (GM) cultivars. Using a combined economic and environmental approach, we estimate the total welfare benefits attributable to GM white maize in South Africa for 2001-2018 are $694.7 million. Food security benefits attributable to GM white maize in South Africa also manifest through an average of 4.6 million additional white maize rations annually. To achieve these additional annual rations using conventional hybrid maize, the additional land required would range from 1,088 hectares in 2001 to 217,788 hectares in …


Resistance Screening And Association Mapping For Resistance To The Downy Mildew Pathogen Of Spinach, Dotun Olaoye May 2021

Resistance Screening And Association Mapping For Resistance To The Downy Mildew Pathogen Of Spinach, Dotun Olaoye

Graduate Theses and Dissertations

Spinach is an important cool leafy vegetable cultivated around the world, with large scale production in California and Arizona in the U.S. Spinach is a highly nutritious vegetable beneficial in the human diet. Spinach is affected by a number of biotic stressors. Downy mildew, caused by the oomycete pathogen Peronospora effusa, is a major threat to spinach as it affects the leaf quality and impacts the economic value of spinach. Several efforts have led to the development of resistant genotypes/cultivars to this pathogen. However, few studies have examined the genetics of resistance to the downy mildew pathogen in detail. This …


An Eeg Source-Space Analysis Of The Neural Correlates Underlying Self-Regulation, Stephanie M. Long May 2021

An Eeg Source-Space Analysis Of The Neural Correlates Underlying Self-Regulation, Stephanie M. Long

Graduate Theses and Dissertations

Self-regulation is the cognitive process of controlling our thoughts and behaviors to be aligned with our goals. This process is used in many different contexts and has been associated with contributions from several brain regions. This research aimed to investigate differences in four prefrontal areas of the brain while participants applied four different self-regulation strategies. We recorded EEG while participants (N = 132) performed three tasks which engaged each of the four self-regulation strategies: the AX-CPT task engaged proactive and reactive control, the Go/Nogo task engaged inhibitory control, and the hybrid Flanker Global/Local task engaged the resolution of response conflict. …


Evaluation Of Nutritional Factors That Influence The Efficacy Of Tributyrin As A Feed Additive For Broilers, Brooke Bodle May 2021

Evaluation Of Nutritional Factors That Influence The Efficacy Of Tributyrin As A Feed Additive For Broilers, Brooke Bodle

Graduate Theses and Dissertations

Tributyrin (TB) is a glyceride ester of butyrate that has the potential to improve broiler performance and intestinal development. Therefore, to fully evaluate this potential, three experiments were conducted to evaluate effect of tributyrin (TB) on broiler growth performance, nutrient digestibility, carcass characteristics, intestinal morphology, and gastrointestinal function in birds fed diets varying in composition reared in battery cages and floor pens. Experiment 1 explored the supplementation of graded doses of TB and its impact upon growth performance, nutrient digestibility, and carcass characteristics in a step-down program when added to a reduced energy and amino acid diet. A linear reduction …


Classroom Physical Activity Breaks Effect On Executive Function And Academic Achievement In Elementary School Students, Mark A. Bjornsen May 2021

Classroom Physical Activity Breaks Effect On Executive Function And Academic Achievement In Elementary School Students, Mark A. Bjornsen

Graduate Theses and Dissertations

Objectives: There were three aims in conducting this pilot study. First, determine the Plus Minus Task assessment's reliability to measure the executive function of shifting. Second, determine the feasibility and acceptability of CPAB by students and teachers. Finally, determine the preliminary dose-response of acute physical activity on shifting in elementary students. Methods: This was a pilot study of a classroom physical activity break intervention. Utilizing a withinsubject, cross-over design, students participated in a practice day and then all three treatment conditions: a 10-minute seated lesson (control condition) and 5 and 10 minutes (experimental conditions) of classroom physical activity breaks. A …


Analyzing Purchase Behavior For Domestic And Imported Dry Wines In The U.S. Market Using Panel Data, Nadica Koskarovska May 2021

Analyzing Purchase Behavior For Domestic And Imported Dry Wines In The U.S. Market Using Panel Data, Nadica Koskarovska

Graduate Theses and Dissertations

The objective of this study is to explore wine purchase behavior in the United States market, including different off-premise channels using AC Nielsen panel data and wine prices and rankings from the Wine Enthusiast database of wine reviews. The purpose of this thesis is to identify factors that impact customer loyalty to retail wine brands. In so doing my goal is to provide information that can be used to improve marketing efforts of small wineries that are seeking to grow into mainstream retail formats. The results suggest that efforts to build brand equity will be more successful if the brand …