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

Abstract

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.