การพัฒนาแนวทางเพื่อเพิ่มคุณภาพผลิตภัณฑ์เนื้อหมูสดและกระบวนการผลิตด้วยเทคนิคการวิเคราะห์องค์ประกอบร่วมและการกระจายหน้าที่เชิงคุณภาพ

Abstract

The case study company is a manufacturer and distributor of a range of food products aimed at general consumers, as well as restaurant and hotel businesses. The company has a need to develop and improve its fresh pork products to best meet the requirements of the group of customers who are restaurateurs and hoteliers in Chiang Mai province, with the plan to increase market share which is currently low in this segment. The research is in three principal phases. The first phase is an analysis using the Kano Model to arrive at the attributes and attribute levels of the fresh pork products. The six attributes obtained are then used further in the second phase, which is the Conjoint Analysis (CA) to find the attributes with an effect on customer preferences in decisions to purchase fresh pork products. In the CA part of this study, data were collected from a total of 200 restaurateurs and 20 hoteliers in Chiang Mai city. The results of this research found that the attributes most important to restaurateurs were: freshness and cleanliness: very fresh and clean; followed by price: 125 baht/kg; standards certification labelling: government guarantee of quality; amount of fat: 3%; color of pork: pinkish-red and slicing the pork: cutting/slicing by machine or by hand with knife. The attributes most important to hoteliers were: freshness and cleanliness: very fresh and clean; followed by color of pork: pinkish-red; price: 125 baht/kg; billing period (credit term): 30 days; chilled temperature: a single temperature control throughout the production period before reaching the consumer and slicing the pork: cutting/slicing to the desired size, ready to use or to smaller size for easy storage. In the final phase, Quality Function Deployment (QFD) was used to determine guidelines to develop fresh pork products and production processes to meet the requirements of each consumer group. Attributes and attribute levels of fresh pork products that consumers are satisfied with, including importance values obtained from the CA were used as customer requirements (WHATs) in QFD Phase 1, then the relevant technical requirements (HOWs) were analyzed and prioritized.