Marketing research and design of quality function in the production of innovative product of health purpose

Yana Biletska, Mykola Pysarevskiy, Olena Sokolovska, Larisa Grigorova-Berenda


The object of the experiment was 600 people, potential consumers of dairy products. Of these, 210 were practically healthy and 390 who had certain diseases. The subject of research was their consumer preferences regarding the appearance on the market of an innovative product for health purposes. One of the problems of our time is the lack of food in the market for special diet food.

The study found that 20% of those surveyed consume classic drinking yogurts almost daily. 15, 13 and 12% of respondents daily consume cottage cheese, sour cream and yoghurts with cereal toppings (respectively). 10% of respondents prefer acidophilus and kefir. 9% of respondents prefer lactic acid products – fermented baked milk. 8% of respondents consume yogurt and aerin daily. 2% of the number of respondents consume bifilife. It was established that among the respondents yoghurts containing carotene, lecithin and products based on soy milk (3% each) are not in great demand. The consumer prefers yogurt with the content of wheat germ and bran (18%). 17% of respondents consume yogurt with sugar substitutes. 13% prefer products that contain vitamins. 10% consume micronutrient yoghurts. 7 and 6% (respectively) of respondents prefer yogurt with the content of antioxidants and enterosorbents. Fat-free products and products containing dietary fiber received 5% of consumer preferences. Having designed the quality function of the QFD model (Total Quality Management – QFD), it was found that the consumer wants to see yogurt on the shelf containing bifidobacteria, habitual taste characteristics, safe for consumption and at a low price.

Compared with similar well-known methods of yogurt production, the designed product can bring maximum profit to the manufacturer, due to the release of new products that will best meet the requirements of consumers.


marketing research; QFD-methodology; quality house; products of health purpose; consumer preferences; dairy products.


Mardar, M. R., Zhyhunov, D. O., Ustenko, I. A. (2015). Designing of a new cereal product in accordance with consumer preferences. Technology Audit and Production Reserves, 2 (6 (22)), 67–72. doi:

Rusanova, S. V., Sabina, O. O., Kovalenko, S. M. (2009). Doslidzhennia rynku yak osnovna skladova rozghortannia funktsii yakosti (QFD). Upravlinnia, ekonomika ta zabezpechennia yakosti v farmatsii, 6 (8), 51–58.

Matison, V. A., Demidova, N. A. (2012). Primenenie metoda razvertyvaniya funkcii kachestva dlya konstruirovaniya produkta v pishchevoi promyshlennosti. Pishchevaya promyshlennost, 4, 44–45.

Mardar, M., Zhygunov, D., Znachek, R. (2016). QFD methodology to develop a new health-conducive grain product. Eastern-European Journal of Enterprise Technologies, 2 (11 (80)), 42–47. doi:

Biletska, Y., Plotnikova, R., Danko, N., Bakirov, M., Chuiko, M., Perepelytsia, A. (2019). Substantiation of the expediency to use iodine-enriched soya flour in the production of bread for special dietary consumption. Eastern-European Journal of Enterprise Technologies, 5 (11 (101)), 48–55. doi:

Biletska, Y., Plotnikova, R., Skyrda, O., Bakirov, M., Iurchenko, S., Botshtein, B. (2020). Devising a technology for making flour from chickpea enriched with selenium. Eastern-European Journal of Enterprise Technologies, 1 (11 (103)), 50–58. doi:

Ryzhkova, T., Bondarenko, T., Dyukareva, G., Biletskaya, Y. (2017). Development of a technology with an iodine-containing additive to produce kefir from goat milk. Eastern-European Journal of Enterprise Technologies, 3 (11 (87)), 37–44. doi:

Ponomarev, S. V., Mishchenko, S. V., Belobragin, V. Ya., Samorodov, V. A. et. al. (2005). Upravlenie kachestvom produkcii. Instrumenty i metody menedzhmenta kachestva. Moscow: RIA. «Standarty i kachestvo», 248.

De Pelsmaeker, S., Gellynck, X., Delbaere, C., Declercq, N., Dewettinck, K. (2015). Consumer-driven product development and improvement combined with sensory analysis: A case-study for European filled chocolates. Food Quality and Preference, 41, 20–29. doi:

Cardoso, J. de F., Casarotto Filho, N., Cauchick Miguel, P. A. (2015). Application of Quality Function Deployment for the development of an organic product. Food Quality and Preference, 40, 180–190. doi:

Suvorova, L. A., Tsvirov, R. P. (2005). Primenenie metodologii QFD i statisticheskikh metodov v upravlenii kachestvom produktsii na promyshlennom predpriiatii. Kachestvo, innovatsii, obrazovanie, 2, 72–78.

Benner, M., Linnemann, A. R., Jongen, W. M. F., Folstar, P. (2003). Quality Function Deployment (QFD) – can it be used to develop food products? Food Quality and Preference, 14 (4), 327–339. doi:

Cohen, L. (1995). Quality Function Deployment: How to Make QFD Work for You. Addison Wesley Longman, 368.

Akao, Y. (1990). Quality Function Deployment (QFD). Integrating customer requirements into product design. Portland: Productivity Press, 369.

Misuno, S., Akao, Y. (1994). QFD. The customer-driven approach to quality planning and deployment. Tokyo: Asian Productivity Organization, 365.

Biletska, Y., Bilovska, O., Zaitseva, А. (2019). Design of new food for diet purposes according to consumer preferences. Technology Audit and Production Reserves, 6 (4 (50)), 21–25. doi:

Biletska, Y., Perepelytsia, A., Bilovska, O. (2020). Determination of consumer preferences of different groups of food. EUREKA: Social and Humanities, 1, 23–26. doi:

GOST Style Citations

Copyright (c) 2020 Yana Biletska, Mykola Pysarevskiy, Olena Sokolovska, Larisa Grigorova-Berenda

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

ISSN (print) 2664-9969, ISSN (on-line) 2706-5448