Comparison between the QFD and the Kano-QFD Models for Identification of Customer Requirements and Management Factors within the Organization on the Powder Porridge Product for Baby

Abstract

Despite the decline in Korea's fertility rate, the baby foods market has expanded rapidly. This study compared the Quality Function Deployment (QFD) model and the Kano-QFD model in identifying the quality requirements of baby food consumers and the management activities for product developers to achieve consumer-driven qualities. Data were collected from 48 potential consumers for the product taste and consumer survey and five food product developers for managerial requirements. From the Kano categories on the quality attributes, the attractive quality included richness in protein, iron, calcium, and DHA and portability. In contrast, the one-dimensional quality included the attributes of deliciousness, meeting microbial standard specifications, nutritionally superiority, allergy notation, and high dissolvableness in water. In the relative importance for customer requirements, the QFD model was in the order of no rancid flavor, allergy notation, and deliciousness, whereas the Kano-QFD model was in the order of richness in calcium, protein, and DHA. Regarding the priorities of technical management activities of product developers to meet customer requirements, the QFD model was in the following order: the content of the main ingredients, freshness maintenance of raw materials, and main ingredients pictures on the package. In contrast, the Kano-QFD model was in the order of the content of the main ingredient, pictures of the main ingredients on the package, and the addition of natural ingredients containing protein. In conclusion, this research confirmed that the Kano-QFD model is better than the QFD model, highlighting the need for more focus on the quality attribute weighting based on customer satisfaction.