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3 Data linkage, classification into Kano’s typology Segment 2 Containing 40 consumers "influential" descriptor coconut T_viscous A_viscous M_slimy overall intensity sweet A_grey-brown-tone A_yellow/ orange sour T_homogenous vanilla A_visible fruit bits O_vanilla T_puree level Kano´s attribute classification must-be attribute - must-be attribute - must-be attribute - must-be attribute - must-be attribute - performance attribute + performance attribute - performance attribute - attractive attribute - attractive attribute + attractive attribute + attractive attribute - attractive attribute + attractive attribute + 8 th Pangborn Symposium Florence page 20
Management Summary Innovativeness and advantages of this approach: • Classifying the products into satisfying and dissatisfying products for every consumer individually based on well accepted approach of limited purchase decisions (Foscht/ Swoboda, 2004, S. 154) ⇒Identifying the influence of each descriptor for satisfying and dissatisfying products via PLS separately • Hierarchical Clustering using the 62 regression coefficients of the satisfying and dissatisfying products for depending variables ⇒homogenous segments of consumers having comparable preferences in purpose of making conclusions for a group of consumers instead of identifying the Kano attributes for every consumer individually • Using Classification Rules (Rivieré et al., 2006) to adapt Kano´s Theory of Satisfaction ⇒Identifying the three Kano attributes must-be, performance and attractive attributes which provide more detailed information about the influence on satisfaction than only identifying the preference driving attributes without differentiation between satisfying and dissatisfying products ⇒ interesting for food industries working on innovative food products not knowing which product attributes have to be fulfilled (must-be) and which product attributes are able to arouse high satisfaction levels (attractive attributes) 8 th Pangborn Symposium Florence page 21
Page 1 and 2: Customer satisfied Customer neutral
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