application of the kano model to sensory ...
application of the kano model to sensory ...
application of the kano model to sensory ...
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Background / Research questions<br />
Structure <strong>of</strong> <strong>the</strong> research project<br />
Consumer Test in order <strong>to</strong> measure <strong>the</strong> level <strong>of</strong><br />
satisfaction for each sample <strong>of</strong> <strong>the</strong> yellow<br />
smoothies.<br />
Descriptive Analysis with <strong>the</strong> same sample in<br />
order <strong>to</strong> gain objective perception measures.<br />
Linkage <strong>of</strong> consumer data and perception via PLS1<br />
- adaptation <strong>of</strong> <strong>the</strong> Kano Model <strong>to</strong> identify <strong>the</strong> three<br />
attribute categories<br />
Three sessions<br />
with 120<br />
consumers<br />
<strong>sensory</strong><br />
pr<strong>of</strong>iles <strong>of</strong> <strong>the</strong><br />
16 smoothies<br />
1. Linkage <strong>of</strong> <strong>the</strong> 16<br />
<strong>sensory</strong> pr<strong>of</strong>iles <strong>to</strong> <strong>the</strong><br />
5 satisfying & 5<br />
dissatisfying products<br />
(for each consumer)<br />
2. Clustering <strong>the</strong><br />
consumers in three<br />
clusters depending on<br />
both linkages<br />
3. Identifying <strong>the</strong> 3 Kano<br />
attribute categories for<br />
each cluster<br />
8 th Pangborn Symposium Florence<br />
1. Setting a satisfaction threshold for<br />
each consumer for <strong>the</strong> 16 smoothies<br />
2. Acceptance <strong>of</strong> 5 satisfying products<br />
3. Acceptance <strong>of</strong> 5 dissatisfying<br />
products<br />
Cus<strong>to</strong>mer<br />
satisfied<br />
Cus<strong>to</strong>mer<br />
neutral<br />
Cus<strong>to</strong>mer<br />
dissatisfied<br />
<strong>sensory</strong><br />
pr<strong>of</strong>iles <strong>of</strong> <strong>the</strong><br />
16 smoothies<br />
<strong>sensory</strong><br />
pr<strong>of</strong>iles <strong>of</strong> <strong>the</strong><br />
16 smoothies<br />
…Acceptance<br />
<strong>of</strong> 5 satisfying<br />
products<br />
…Acceptance<br />
<strong>of</strong> 5<br />
dissatisfying<br />
products<br />
Cluster 1 Cluster 2 Cluster 3<br />
Needs not fulfilled<br />
Attractive<br />
Attribute<br />
Needs not fulfilled<br />
Performance<br />
Attribute<br />
Must-be<br />
Attribute<br />
Cus<strong>to</strong>mer<br />
satisfied<br />
Cus<strong>to</strong>mer<br />
neutral<br />
Cus<strong>to</strong>mer<br />
dissatisfied<br />
Needs not fulfilled<br />
Attractive<br />
Attribute<br />
Needs not fulfilled<br />
Performance<br />
Attribute<br />
Must-be<br />
Attribute<br />
Cus<strong>to</strong>mer<br />
satisfied<br />
Cus<strong>to</strong>mer<br />
neutral<br />
Cus<strong>to</strong>mer<br />
dissatisfied<br />
Needs not fulfilled<br />
Attractive<br />
Attribute<br />
Needs not fulfilled<br />
Performance<br />
Attribute<br />
Must-be<br />
Attribute<br />
page 5
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