Application of the Kano Model on Consumer Demand for Immune- Boosting Beverages

Abstract

The impact of the coronavirus epidemic worldwide has led consumers to change their
behaviors, focusing on strengthening the body's immunity and preventing illness
from the coronavirus. The objective of this study was to apply the kano model to
survey the needs and characteristics of the immune-boosting beverages that
consumers were satisfied with. The online questionnaire took place through a google
form from April to June 2022. The target group was Thai people who used to or
regularly consume healthy foods. The demographic result showed that out of the 200
consumers, 73.5% are female. Most consumers are employee and have an average
monthly income of 10,001 – 20,000 THB. Consumers are asked about their behavior
in choosing healthy food. It's indicated that they prefer to buy healthy food at
department stores. The most consumed type of healthy food is a clean diet, which is
a meal that is close to its natural state with less flavoring. Consumers place the highest
priority on the nutrition within products and feel that most healthy diets are too
expensive. The researcher gave a novel food product information and asked about
purchasing decisions using a rating scale. The results of the acceptance score provided
that consumers accepted if the novel product is in the form of a functional beverage
that uses plant-based ingredients and can boost the body's immune. Kano model was
applied in the last session. The kano model was developed by Dr. Noriyaki Kano, as
one of the techniques to assess satisfaction. This model used negative and positive
questions about the product attributes to classify the attribute into three qualities:
basic, performance, and attractive needs. The result obtained showed that if the
immune-boosting product is a functional beverage, it should have low calories, which
are considered attractive attributes. These features can increase consumer satisfaction
if the product is rich in antioxidants, protein, vitamins, and minerals. The longer
shelf-life can also please consumers. The reverse attribute, bitterness, should not be
presented in the product. The above features can help improve the quality of immuneboosting
beverages and satisfy consumers who want to stay healthy.