WOLAITA SODO UNIVERSTY

COLLEGE OF BUSINESS AND ECONOMICS

DEPARTMENT OF MARKETING MANAGEMENT

THE ROLE OF RELATIONSHIP MARKETING ON MAINTAINING CUSTOMER

LOYALITY;- IN CASE OF COMMERCIAL BANK OF ETHIOPIA WADU BRANCH.
A RESEARCH PROPOSAL SUBMITTED TO MARKETING MANAGEMENT.

DEPARTMENT, WOLAITA SODO UNIVERSITY IN PARTIAL FULFILLMENT FOR THE

REQUIREMENTS OF BACHELOR DEGREE OF SCIENCES IN MARKETING
MANAGEMENT.
PROPOSED BY
NAME ID .NO
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DECEMBER, 2023

WOLAITA SODO, ETHIOPIA

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ABSTRACT
A fruit juice contains essential nutrient, mineral, antioxidant and vitamins for overall health.
However, food borne illness related to fruit and fruit product is increasing and very serious
problem in different part of Ethiopia .one of them is Ethiopia. So, the main objective of this study
will be to assess the bacteriological quality of both fresh fruit and commercially packed fruit
juices available for the consumers in Ethiopia. This study analysis and evaluates the
bacteriological quality of some fresh and packed fruit juices available in Ethiopia. In this study
the prevalence of E. coli, Salmonella and Staphylococcus aureus was detected for all fresh fruit
juices samples of this avocado was more dominated. Antibiotic susceptibility test for E. coli,
Salmonella isolates and Staphylococcusaureus revealed completely resistant (100%) to a VAN
and AMP. In general the study, especially exhibits the level of bacterial load found in both fresh
and packed juice samples will be unsatisfactory compared to gulf standards. This cause health
problems and possible vehicle of food borne outbreaks the community. Therefore, good quality
of water used; hygienic conditions related to washing of utensils, good personal and domestic
hygiene during fresh fruit juice preparation can improve the bacterial quality.

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Table of Contents Page
ABSTRACT....................................................................................................................................................i
1. INTRODUCTION....................................................................................................................................1
1.3. Objective of the study.........................................................................................................................2
1.3.1. General Objective........................................................................................................................2
2. Fruit juice...............................................................................................................................................3
2.1 Packed fruit juice.................................................................................................................................3
2.2. Fresh fruit juice...................................................................................................................................4
2.3. Health benefit of fruit juice.................................................................................................................4
2.4 Health problem of fruit juice................................................................................................................5
3. CONCLUSION..........................................................................................................................................6
REFERENCE.................................................................................................................................................7

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1. INTRODUCTION
Fruit juices are very popular among the people of all ages around the world (Rahman et al.,
2011).Fruit juice are flesh flavor which provides health benefit and are well consumed for their
nutritive value, mineral and vitamin content. However, fruit juices by their nature contain various
organisms and many of these microorganisms will be harmless bacteria such as saprophytic
(Rahman et al., 2011).

One possible source can be damaged surfaces, such as punctures, wounds, cuts and splits that
occur during growing or harvesting through which pathogenic organisms can enter fruits
(Tambekaret al., 2009). The disease agents spread by juice like drink not only harm large groups
of people but also sometimes result in serious disability and death (Rahman et al., 2011). The
practice of consuming fruit and vegetable juices cannot be stopped on unhygienic grounds or
prohibited from selling such items, since it is a source of their livelihood (Tambekar et al., 2009)
and(Olaniyi, 2013).

The total viable bacterial count in most of the fresh juice samples was higher than the
commercially packed juice, as the highest count was found as 2.4x10 4 cfu/ml and 3.2x103 cfu/ml
in fresh and packed juice, respectively (Rahman et al., 2011).Many scholars believe that
consumption of commercially packed juice is safe than the locally produced fresh fruit juice
(Rahman et al., 2011;Rashed et al.,2013;Kader et al.,2014).

This might be the reason of using automated machine and also some preservatives during fruit
juice processing. But some preservatives of higher concentrations can be harmful for our
health.Despite of all these issues, large number of coliforms and staphylococcus count were
detected from commercially packed fruit juices in this current study(Kader et al.,2014).There are
generalized beliefs among scholars that, the most common food borne pathogenic bacteria are
Escherichia coli, Klebsiellaspp., Enterobacterspp., Staphylococcusspps. and coliform(Reddy et
al.,2009; Tambekar et al.,2009; Rashedet al.,2013).

In wolaita sodo city there is always a great demand both fresh fruite and packed fruit juices for
commericial, ceremony, consumer and hotel So, the study will be assess the bacteriological
quality of both fresh fruit and commercially packed fruit juices available in Ethiopia.

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Considering the importance, this study has been undertaken to compare the quality of fresh fruit
and commercially fruit juices available in Ethiopia.

1.3. Objective of the study

1.3.1. General Objective
 To analysis and evaluate bacteriological quality of locally prepared fresh fruit juice and
commercially prepared packed fruit juice sold in Ethiopia.

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2. Fruit juice
Fruit juice is fruit or vegetable based beverage. Juices are defined as that product made from the
liquid portion obtained from the edible part of the fruit or vegetable. Fruit juice is juice obtained
directly from fruit and Fruit juices are well recognized for their nutritive value, mineral, and
vitamin content. Juice is defined in the most general sense as the extractable fluid contents of
cells or tissues (Bates and Crandall, 2001).It is the aqueous liquid expressed or extracted from
one or more fruits or vegetables, purees of the edible portions of one or more fruits or vegetables,
or any concentrates of such liquid or puree (FDA, 2002).Juices can legally have only small
amounts of sugar added (up to 4%) along with a small number of other additives used to protect
or stabilize the commercial product, such as the Vitamin C that is added to apple juice to stop it
turning brown and protect the natural antioxidants present(www.nzjba.org.nz). Any additives
used need to be declared on the ingredients statement on the label this only in the case of
commercially produced fruit juice. Fruit juices are regarded as the most preferred non alcoholic
beverage consumed by millions of people of all age groups throughout the world which may be
prepared simply by squeezing the edible part of mature fruit or by extracting with water(Kader et
al.,2014).

2.1 Packed fruit juice

Packed juice is manufactured by juice industry worldwide and is consumed in relatively high
quantity in many countries. Industrially produces juice are unfermented drink obtained from
sound, ripe fruit with or without parts. They may be produced from different fruit such as apple,
mango, peach, avocado and the like. When fruit and vegetables are processed commercially into
juice, the juice processors have a number of problems to overcome. In order to address these
issues, fruit and vegetable juices are concentrated by the removal of water at low temperatures,
under vacuum. This leads to the production of fruit and vegetable concentrates, which can be
stored, shipped and blended economically anywhere in the world. However, in order to turn
these concentrates back into juice and juice based beverages, water needs to be added back to the
concentrates to turn them back into the juices they were made from. The resulting juices are
called “Reconstituted” as they have been reconstituted back to their original form.

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2.2. Fresh fruit juice
The term” fresh juices” should any be applied to those juice that are made in front of you. If the

juice is pasteurized or, contain juice concentrate or store juice(Not from concentrate), then it is

not fresh juice(www.nzjba.org.nz). Not From concentrate juice can only be used to describe

juice that has no undergone concentration or dilution droning processing. NFC help to retain

some characteristics of fresh juice

2.3. Health benefit of fruit juice

Fruit provides important nutrients for overall health, yet most people fall short of meeting their

daily recommended goals. As a complement to whole fruit, 100% fruit juice can be a convenient,

delicious and nutritious way to squeeze more fruit into the day. Fruit juice are crucial dietary

component that can help reduce risk of numerous chronic disease which, in many case, have

been shown to initiated by long term inflammation.

The high potassium and low sodium characteristic of most juices help maintain a healthy blood

pressure, furthermore the lack or near absence of fat in fruit juices is beneficial for the

cardiovascular system. The fortification of juices with calcium (Andon, 1996) and phytosterol

(Devaraj et al, 2004) provide some supplemental bone and cardiovascular benefits. Recently,

several reviews have summarized the health benefits of fruit polyphenols (Spencer, 2010; Chong

et al, 2010; GonzalezGallego et al, 2010; Hardcastle et al, 2010).

Vitamins have a special role since they are essential for life and most are not produced by the

body. Many juice phytochemicals, polyphenols, carotenoids and limonoids may influence

mechanisms relevant for cancer prevention. Generally Fruit juices contain nutrients, minerals,

trace elements, vitamins and phytochemicals that have been shown to have many health benefits,

and also important in dental health, body weight, skin health and other like.

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2.4 Health problem of fruit juice

The disease agents spread by juice like drink not only harm large groups of people but also

sometimes result in serious disability and death (Rahman at el., 2011). Health problem of fruit

juice is happen in various ways such as when its contaminated with microorganism, more

consumed, less consumed, contamination with pathogenic bacteria.Because juice is convenient,

it is easy to drink too much of it. Here is why drinking too much juice can be a problem Juice has

calories. Too much may give your child more calories than he or she needs. That may contribute

to overweight.

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3. CONCLUSION
Generally, this study indicated that samples of avocado and mango juices examined were

contaminated with different bacteria species. Based on morphological and biochemical tests,

eight bacterial genera were isolated from the fruit juice samples, such as Staphylococcus aureus,

Escherichia coli, Klebsiella spp ,Enterobacter spp ,Streptococcus spp, Salmonella spp,

Pseudomonas spp, shigella spp. Out of eight bacterial genera, Staphylococcus and E.coli, were

the most dominant in the current study of fruit juice samples. Chemical treatments used for

immediate reduction of total viable bacterial counts were sodium benzoate, benzoic acid and

lemon in the ascending order of their effect.

Based on the antibiotic resistance S. aureus had high rates of resistance to Amoxicillin,

Vancomycin and furazolidone. Salmonella showed resistance to penicillin, ampicillin, and

Gentamycin. E.coli was shown to have resistance to Vancomycin, furazolidone and

Ertromaycioilon. Shigella shown resistance to Penicillin, tetracycline, Azithromycin and

Streptomycin. Based on the data from the experiment on fruit juices of mango and avocado,

avocado was found to be heavily contaminated with bacteria that could cause health problems.

Generally, the results in this study clearly indicate the poor hygienic conditions of fruit juices

which make consumers susceptible for the risk of food borne infections. Lack of training on

juices or food hygiene and safety including improper storage and preparation of fruit juices may

aggravate the contamination.

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