Abstract
The University of Debrecen (UD) is aiming to enter the dietary supplements market with its own branded and self-manufactured products. The goal of our research is to determine the product characteristics which provide a competitive advantage for a dietary supplement capsule about to be launched and translate them into technological parameters of manufacturing. In this research, we aim to find out (K1) which product characteristics contribute the most and (K2) which technological parameters need to be focused on during production. To answer these questions, we integrated the Kano Model was integrated into the "House of Quality" (QFD) model and cluster analysis was conducted. By applying these methods together, we can get a clearer picture of which product characteristics to focus on in product development to achieve the highest increase in customers’ satisfaction. The responses of 298 individuals were analysed based on their consumption habits. According to our results, natural ingredients, scientific background of the University of Debrecen, and safety were attractive factors for identifiable target groups, moreover, the first two attributes contributing the most to customers’ satisfaction. Therefore, we also recommend indicating these on the packaging. Based on the House of Quality analysis, bioactive ingredients emerged as the most important technical parameter, so we recommend its adaption in production.JEL codes: I12, L11 L66
Published Version
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