Application of Kano model for customer need in mongo tablets.
Jantest S., Suwonsichon T., Suwonsichon S.
Author Affiliation: Department of Product Development, Faculty of Agro-Industry, Kasetsart University, 50 Ngamwongwan Road, Chatuchak, Bangkok 10900, Thailand.
: P105
Abstract : Investigation consumer need in mongo tablet products using the Kano's model was done in this study. Questionnaire consisting of 16 attributes having both positive and negative questions were provided to 200 respondents for their ratings. Data were analyzed by the Kano's technique. Results showed that attributes could be classified into 2 groups. Group 1 was called in one-dimensional related to consumer liking. Attributes in this group were moisture protection, mango Identity, no artificial flavor& colorant and healthy product. Group 2 was named as attractive requirements related to consumer impression and attributes in this group were smoothness, sour note, and small size of packaging, aluminum zip lock and additional benefits. Fulfillments of satisfaction also rely on consumer age. Different age consumers required different attributes in both groups.