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Research Article

JCR. 2020; 7(19): 5057-5064


Maryna Mardar, Dmytro Zhygunov, Larisa Agunova, Oksana Kruchek.

The article discusses the use of the Kano model in the development of a new grain product. Us-ing a marketing survey, the needs of customer s for new products were analyzed and the most priority ones were identified on the basis of perception of the level of quality, as well as the product characteristics favorable for the manufacturer and attractive for the customer were established. It was revealed that the fulfillment of the mandatory characteristics of the product (balanced chemical composition, energy value of the product, presence of biologically active substances and beneficial effect on human health) is necessary, since failure to fulfill them reduces the customer value of the finished product. It was established that the manufacturer needs to maintain and to improve the ―desired‖ product characteristics, namely, ―safety‖, ―attractive and informative packaging‖, ―natural composition‖, ―color and appearance‖ and ―taste and aromatic characteristics‖. The presence of these characteristics will lead to customer satisfaction and create a competitive advantage for the product. Using the theory of attractive quality, the relationship between customer satisfaction and the characteristics of the grain product was revealed, and the results were used to develop a further action plan to increase the attractiveness of products.

Key words: grain product, Kano's theory of attractive quality, customer preferences, quality, granola

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