Abstract
Abstract Red rice, an unpolished rice variety, is renowned for its superior nutritional content compared to white rice, being rich in minerals, proteins, and various bioactive compounds. However, product development utilizing red rice, such as in the form of powdered beverages, remains limited. In the process of product development, it is essential to consider the key attributes that influence consumer satisfaction. This study aimed to identify and evaluate the critical attributes affecting consumer satisfaction with red rice powdered beverages using the Kano model. The findings indicated that among the 16 attributes examined, the most crucial factors to consider during product development include color, solubility, packaging type, nutritional content, serving instructions, storage instructions, manufacturing date, expiration date, and price. These attributes are prioritized due to their significant impact on consumer satisfaction. These findings offer valuable insights for product development, emphasizing the need to prioritize these factors in future formulations of red rice powdered beverages to meet consumer expectations and enhance satisfaction. Further research could focus on sensory attributes like taste, aroma, and texture to complement the current findings.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call