Integration of the Kano and QFD model in health food development: using black beans as examples

This study applied the Kano two-dimensional quality model and quality function deployment (QFD) to develop the black bean's reputation as a health food and identify quality attributes of consumers' needs in order to effectively control the attributes. This study first conducted a literature review and summarized the product's quality attributes and then carried out expert interviews to determine health food quality attributes and consumer need quality attributes. A questionnaire survey was conducted to discuss which quality attributes of black beans consumers perceived to be important when they were presented as a health food and classify their answers using the quality attributes in the Kano model in order to effectively control consumers' needs. Consumers' demand for quality attributes was transformed into a technique of product quality development. In a matrix of the two constructs, quality classification of health food in the Kano model and order of consumers' satisfaction with eating types of health food products, quality factors were transformed into technical specifications of product development for QFD and the construction of the first-stage of the House of Quality matrix. The results serve as references for companies to effectively distribute resources and establish strategies of product development, enhance product quality and consumer satisfaction, reduce product development time, and increase the success rate of products in the market. The results contribute to the health food enterprises are not only can make profit of product but also meet customers' need.