Application of the Kano Model on Consumer Demand for Immune- Boosting Beverages

Name: Sikarin Masamran

Address: 333 Moo1, Thasud, Muang, Chiang Rai 57100

Organization : School of Agro-Industry, Mae Fah Luang University

Email : library@mfu.ac.th

Name: Supattra Supawong

keyword: Functional beverage

ThaSH: Food sciences

; Kano model

ThaSH: Agricultural industries

; Questionnaire

ThaSH: Beverages

; Satisfaction

ThaSH: Functional analysis

ThaSH: Questionnaires

ThaSH: Consumer satisfaction

Abstract: The impact of the coronavirus epidemic worldwide has led consumers to change their behaviors, focusing on strengthening the body's immunity and preventing illness from the coronavirus. The objective of this study was to apply the kano model to survey the needs and characteristics of the immune-boosting beverages that consumers were satisfied with. The online questionnaire took place through a google form from April to June 2022. The target group was Thai people who used to or regularly consume healthy foods. The demographic result showed that out of the 200 consumers, 73.5% are female. Most consumers are employee and have an average monthly income of 10,001 – 20,000 THB. Consumers are asked about their behavior in choosing healthy food. It's indicated that they prefer to buy healthy food at department stores. The most consumed type of healthy food is a clean diet, which is a meal that is close to its natural state with less flavoring. Consumers place the highest priority on the nutrition within products and feel that most healthy diets are too expensive. The researcher gave a novel food product information and asked about purchasing decisions using a rating scale. The results of the acceptance score provided that consumers accepted if the novel product is in the form of a functional beverage that uses plant-based ingredients and can boost the body's immune. Kano model was applied in the last session. The kano model was developed by Dr. Noriyaki Kano, as one of the techniques to assess satisfaction. This model used negative and positive questions about the product attributes to classify the attribute into three qualities: basic, performance, and attractive needs. The result obtained showed that if the immune-boosting product is a functional beverage, it should have low calories, which are considered attractive attributes. These features can increase consumer satisfaction if the product is rich in antioxidants, protein, vitamins, and minerals. The longer shelf-life can also please consumers. The reverse attribute, bitterness, should not be presented in the product. The above features can help improve the quality of immune- boosting beverages and satisfy consumers who want to stay healthy.

Mae Fah Luang University. Learning Resources and Educational Media Center

Address: CHIANG RAI

Email: library@mfu.ac.th

Modified: 2022-12-12

Issued: 2022-12-12

บทความ/Article

application/pdf

Journal of Food Science and Agricultural Technology (2022) Vol.6 (Special Issue) : 12-17

eng

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