Use of the Kano model and conjoint analysis to evaluate attributes affecting restaurateur preferences for fresh pork products


Citation

Mahatthanachosit N., . and Chompu-Inwai R, . Use of the Kano model and conjoint analysis to evaluate attributes affecting restaurateur preferences for fresh pork products. pp. 127-140. ISSN 2672-7226

Abstract

This paper studies a company that is a manufacturer and distributor of a range of food products aimed at general consumers as well as restaurant and hotel businesses. The company has a need to develop and improve its fresh pork products to best meet the requirements of a group of customers who are restaurateurs in Chiang Mai province Thailand with a plan to increase its market share which is currently low in this segment. The Kano model combined with conjoint analysis (CA) was used to study the attributes that have an effect on restaurateur preferences in making purchase decisions for fresh pork products. The study was conducted in two principal phases. The first phase is an analysis using the Kano model to arrive at the attributes and attribute levels of the fresh pork products. The six attributes obtained are then used further in the second phase which is the CA to find the attributes that have an effect on customer preferences in decisions to purchase fresh pork products. In the CA part of this study data were collected from 100 restaurateurs in Chiang Mai. It was found that the attributes most important to restaurateurs were freshness and cleanliness (very fresh and clean) followed by standards certification labelling (government guarantee of quality) the colour of pork (pinkish-red) the amount of fat (3) the price (125 Thai baht/kg) and the slicing method (sliced by machine).


Download File

Full text available from:

Abstract

This paper studies a company that is a manufacturer and distributor of a range of food products aimed at general consumers as well as restaurant and hotel businesses. The company has a need to develop and improve its fresh pork products to best meet the requirements of a group of customers who are restaurateurs in Chiang Mai province Thailand with a plan to increase its market share which is currently low in this segment. The Kano model combined with conjoint analysis (CA) was used to study the attributes that have an effect on restaurateur preferences in making purchase decisions for fresh pork products. The study was conducted in two principal phases. The first phase is an analysis using the Kano model to arrive at the attributes and attribute levels of the fresh pork products. The six attributes obtained are then used further in the second phase which is the CA to find the attributes that have an effect on customer preferences in decisions to purchase fresh pork products. In the CA part of this study data were collected from 100 restaurateurs in Chiang Mai. It was found that the attributes most important to restaurateurs were freshness and cleanliness (very fresh and clean) followed by standards certification labelling (government guarantee of quality) the colour of pork (pinkish-red) the amount of fat (3) the price (125 Thai baht/kg) and the slicing method (sliced by machine).

Additional Metadata

[error in script]
Item Type: Article
AGROVOC Term: Consumer preferences
AGROVOC Term: Food products
AGROVOC Term: Pork
AGROVOC Term: Fresh meat
AGROVOC Term: Pork
AGROVOC Term: analysis
AGROVOC Term: Freshness of foods
AGROVOC Term: Food standards
AGROVOC Term: Quality certification
AGROVOC Term: Food colourants
Depositing User: Mr. AFANDI ABDUL MALEK
Last Modified: 24 Apr 2025 00:55
URI: http://webagris.upm.edu.my/id/eprint/10740

Actions (login required)

View Item View Item
Agris UPM is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.