Designing of a new cereal product in accordance with consumer preferences

Authors

DOI:

https://doi.org/10.15587/2312-8372.2015.41755

Keywords:

marketing research, cereals, muesli, methodology of quality function deployment

Abstract

The results of market research of consumer motivations and preferences when choosing cereal products on example of muesli are given. Based on market research it is found that muesli is the product of mass consumption and demand in different sections of the population. Most customers eat muesli 2-3 times a week, while customers do not mind entering the market new products with high nutritional and biological value.

To convert customer desires in specifications are used methodology of quality function deployment by building "House of Quality". Based on the results it is determined that during development of new types of muesli it is necessary providing a preventive orientation of new product introduction due to addition of natural supplements in its composition, use of a wider range of muesli, high concentration of biologically active substances and, of course, we must pay special attention to the shelf life of the product.

The use of methodology of quality function deployment is possible to identify the customer preferences that must be taken into consideration during developing the new cereal products in order to ensure the relevance of the products of potential customers.

Author Biographies

Марина Ромиківна Мардар, Odessa National Academy of Food Technologies, Str. Kanatnaya, 112, Odessa, Ukraine, 65039

Doctor of Technical Sciences, Associate Professor

Department of Marketing, Business and Trade

 

Дмитро Олександрович Жигунов, Odessa National Academy of Food Technologies, Str. Kanatnaya, 112, Odessa, Ukraine, 65039

Doctor of Technical Sciences, Associate Professor

Department of Technology of Grain Processing

Інна Андріївна Устенко, Odessa National Academy of Food Technologies, Str. Kanatnaya, 112, Odessa, Ukraine, 65039

Candidate of Technical Science, Associate Professor

Department of Marketing, Business and Trade

References

  1. Pro skhvalennia Kontseptsii Zahalnoderzhavnoi prohramy "Zdorovia 2020: ukrainskyi vymir". Rozporiadzhennia Kabinetu Ministriv Ukrainy vid 31.10.2011 № 1164-р. Available: http://zakon4.rada.gov.ua/laws/show/1164-2011-р
  2. Pro skhvalennia proektu Kontseptsii Derzhavnoi naukovo-tekhnichnoi prohramy «Biofortyfikatsiia ta funktsionalni produkty na osnovi roslynnoi syrovyny na 2012–2016 roky». Postanova NAN Ukrainy vid 08.06.2011 № 189. Available: http://zakon.nau.ua/doc/?uid=1041.47798.0
  3. Tsymbalysta, N. V., Davydenko, N. V. (2008). Stan faktychnoho kharchuvannia naselennia ta alimentarne obumovlena zakhvoriuvanist. Problemy kharchuvannia, 1-2, 32-35.
  4. Bankovska, N. V. (2008). Hihiienichna otsinka stanu faktychnoho kharchuvannia dorosloho naselennia Ukrainy ta naukove obgruntuvannia shliakhiv yoho optymizatsii. Kyiv: Nats. med. un-t im. O. O. Bohomoltsia, 26.
  5. Doronin, A. F., Ipatova, L. G., Kochetkova, A. A. et al. (2009). Funktsional'nye pishchevye produkty. Vvedenie v tehnologiiu. M.: DeLi print, 288.
  6. Pilat, T. L., Ivanov, A. A. (2002). Biologicheski aktivnye dobavki k pishche (teoriia, proizvodstvo, primenenie). M.: Avalon, 710.
  7. Mardar, M. R., Kordzaya, N. R. (2013). Medical and biological estimation of bread made from a whole wheat grain with inclusion of root crops. Eastern-European Journal Of Enterprise Technologies, 4(10(64)), 34-39. Available: http://journals.uran.ua/eejet/article/view/16311
  8. Roberfroid, M. (2005). Inulin-Type Fructans: Functional Food Ingredients. Boca Raton. EUA: CRC Press, 402. doi:10.1201/9780203504932
  9. Yegorov, B. V., Mardar, M. R. (2012). Development of production principles for functional foods. Proceedings of 6th Central European Congress on Food, 23-26 May, 2012, Novi Sad, Serbia, 319-323.
  10. Syrokhman, I. V., Lozova, T. M. (2006). Yakist i bezpechnist zernoboroshnianykh produktiv. K.: Tsentr navch. l-ry, 384.
  11. Ponomarev, S. V., Myshchenko, S. V., Belobrahyn, V. Ya., Samorodov, V. A. et al. (2005). Upravlenye kachestvom produktsyy. Ynstrumenty y metody menedzhmenta kachestva. M.: RYA «Standarty y kachestvo», 248.
  12. Akao, Y. (1990). Quality Function Deployment (QFD). Integrating customer requirements into product design. Portland, OR: Productivity Press, 369.
  13. Misuno, S., Akao, Y. (1994). QFD. The customer-driven approach to quality planning and deployment. Tokyo, Japan: Asian Productivity Organization, 365.
  14. Маrdar, M. R. (2013). Application of the method of quality functional deployment when developing a new extruded product. Meridian ingineresc, 2, 30-33.
  15. Suvorova, L. A., Tsvyrov, R. P. (2005). Prymenenye metodolohyy QFD y statystycheskykh metodov v upravlenyy kachestvom produktsyy na promyshlennom predpryyatyy. Kachestvo, ynnovatsyy, obrazovanye, 2, 72-78.
  16. Matyson, V. A., Demydova, N. A. (2012). Prymenenye metoda razvertyvanyya funktsyy kachestva dlya konstruyrovanyya produkta v pyshchevoy promyshlennosty. Pyshchevaya promyshlennost', 4, 44-45.
  17. Cohen, L. (1995). Quality Function Deployment: How to Make QFD Work for You. Addison Wesley Longman, 368.

Downloads

Published

2015-04-02

How to Cite

Мардар, М. Р., Жигунов, Д. О., & Устенко, І. А. (2015). Designing of a new cereal product in accordance with consumer preferences. Technology Audit and Production Reserves, 2(6(22), 67–72. https://doi.org/10.15587/2312-8372.2015.41755

Issue

Vol. 2 No. 6(22) (2015): Economic cybernetics. Economics and management of enterprise

Section

Economics and Enterprise Management: Original Research

License

Copyright (c) 2016 Марина Ромиківна Мардар, Дмитро Олександрович Жигунов, Інна Андріївна Устенко

Creative Commons License

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

The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.