Customer-defined quality of food: an empirical investigation based on Kano Analytical Methods for milk powder

Using the Kano Analytical Methods [KAM] (Kano et al., 1984), this study examined empirically the consumer satisfaction towards 18 food quality attributes defined in the Caswell's classification on customer-defined food quality for the special case of milk powder products. A two-stage research program (i.e. to identify the different forms of attributes and to classify which using the KAM) was carried out to collect data from consumers in a supermarket setting in the Gampaha district from May to June 2008. The results show that consumers judge the 18 attributes as: (a) 4 "One-dimensional" (calorie content, compositional integrity, labeling, past purchase experiences); (b) 7 "Attractive" (size, fat and cholesterol content, taste, appearance, package material, brand name, advertising); (c) 5 "Indifferent" (size, place of origin, price, smell, food additives & preservatives), and (d) 2 "Must-be" (no pathogens, certification). The results are vital for food marketers to adjust the quality of their products to respond effectively to the consumer demands for both intrinsic and extrinsic food quality attributes.

Key words: Kano Analytical Methods; milk powder; food quality; consumer.

DOI: 10.4038/jas.v4i2.1644

The Journal of Agricultural Sciences, 2009, vol. 4, no. 2 pp.45-58