DOI: https://doi.org/10.15587/2706-5448.2020.203738

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

Abstract


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.


Keywords


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

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