Kano모델을 이용한 할랄시장 농식품 품질속성 평가 - 과일칩과 한국전통음료에 대한 UAE와 KSK 무슬림 조사 중심－ (The Evaluation of Halal Food Attributes Based on the Kano Model －Focused on Dried Fruit Chips and Korean Traditional Beverages to UAE and KSK Muslims－)

서지정보

· 발행기관 : 한국식품유통학회
· 수록지 정보 : 식품유통연구 / 35권 / 4호 / 141 ~ 156페이지
· 저자명 : 이병서, 박유경

초록

This paper evaluates quality attributes of Korean fruit chips and traditional beverages by applying Kano model to UAE and KSK Muslims. On October 2017, in groups of thirty, sixty UAE and KSK middle-upper class participated in two sensory survey evaluations to obtain the raw data. Quality attributes are classified into ten categories：texture, aftertaste, packaging, volume, easily containable, certification etc. Two geographically adjacent countries exhibited different analysis results, indicating localization of products are essential. In the case of fruit chips, UAE consumers identified packaging an attractive quality and scent as a one-dimensional quality. Highest better performance attribute scores were found on ‘easily containable(0.61)’, ‘packaging design(0.56)’, and ‘scent(0.52)’. All the other categories were identified as indifferent qualities. In KSK, every fruit chip quality attribute was identified as indifferent qualities. Highest better performance attribute score was ‘texture(0.38)’, and ‘sweetness(0.28)’. Highest worse performance attribute scores were found on scent, stickiness and easily containable, indicating the chips are difficult to contain in the consumers’ mind. For successful localization of fruit chips in KSK, scent, stickiness, and containment needs an improvement to fit the consumer needs.
In the case of traditional beverages, UAE consumers evaluated the color of the beverages as an attractive quality attribute. Scent of the beverages were identified as a one-dimensional quality. Moreover, customer satisfaction score outweighed customer dissatisfaction score for ‘organic certification(0.42)’. Hence with little endeavor this could easily turn into an attractive quality attribute. ‘Packaging design’ exhibited －0.5 for dissatisfaction score which insinuates it could readily become a Must－Be quality. Therefore, firms should come up with an attractive packaging as a requirement to enter the market. In KSK, every quality attribute for traditional beverages was found indifferent. Nonetheless, improvements in ‘sweetness(0.48)’, “soft texture [easy to guzzle](0.45)’, ‘aftertaste(0.41)’ were discerned as qualities that could easily make products attractive.

영어초록

This paper evaluates quality attributes of Korean fruit chips and traditional beverages by applying Kano model to UAE and KSK Muslims. On October 2017, in groups of thirty, sixty UAE and KSK middle-upper class participated in two sensory survey evaluations to obtain the raw data. Quality attributes are classified into ten categories：texture, aftertaste, packaging, volume, easily containable, certification etc. Two geographically adjacent countries exhibited different analysis results, indicating localization of products are essential. In the case of fruit chips, UAE consumers identified packaging an attractive quality and scent as a one-dimensional quality. Highest better performance attribute scores were found on ‘easily containable(0.61)’, ‘packaging design(0.56)’, and ‘scent(0.52)’. All the other categories were identified as indifferent qualities. In KSK, every fruit chip quality attribute was identified as indifferent qualities. Highest better performance attribute score was ‘texture(0.38)’, and ‘sweetness(0.28)’. Highest worse performance attribute scores were found on scent, stickiness and easily containable, indicating the chips are difficult to contain in the consumers’ mind. For successful localization of fruit chips in KSK, scent, stickiness, and containment needs an improvement to fit the consumer needs.
In the case of traditional beverages, UAE consumers evaluated the color of the beverages as an attractive quality attribute. Scent of the beverages were identified as a one-dimensional quality. Moreover, customer satisfaction score outweighed customer dissatisfaction score for ‘organic certification(0.42)’. Hence with little endeavor this could easily turn into an attractive quality attribute. ‘Packaging design’ exhibited －0.5 for dissatisfaction score which insinuates it could readily become a Must－Be quality. Therefore, firms should come up with an attractive packaging as a requirement to enter the market. In KSK, every quality attribute for traditional beverages was found indifferent. Nonetheless, improvements in ‘sweetness(0.48)’, “soft texture [easy to guzzle](0.45)’, ‘aftertaste(0.41)’ were discerned as qualities that could easily make products attractive.

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