Prioritized Attributes on Black Rice Product Development: Kano Model Application

https://doi.org/10.22146/aij.v8i2.76727

Shafira Wuryandani(1*)

(1) Department of Agroindustrial Technology, Faculty of Agricultural Technology Universitas Gadjah Mada, Jl. Flora No.1 Bulaksumur 55281, Indonesia. Email: shafira.wuryandani@ugm.ac.id
(*) Corresponding Author

Abstract


Black rice is a functional food that contributes to its increasing of popular for consumption and the increasing consumer awareness of health. However, the quality of black rice products still needs to be improved to meet consumer needs. This research was conducted to determine how black rice consumers voice the attributes of black rice products circulating in the market and what priorities need to be made to develop black rice products. The research data was collected through a survey of 50 black rice consumers. The survey was conducted using a questionnaire prepared according to the Kano Model. Data analysis was carried out using the Kano Model, which was developed with the preparation of the House of Quality to determine the priorities that need to be carried out in developing black rice. The results show that the attributes of black rice are divided into two categories: attractive and indifferent. Attributes included in the attractive category are organic black rice, vacuum packaging, nutritional values , and cooking methods on the packaging. Other attributes fall into the indifferent category. Product development priorities focus on attributes that are in the attractive category. The priority for developing black rice products is planting with organic and certified methods, vacuum packaging, new packaging designs that include nutritional values , and cooking methods.

Keywords


black rice, house of quality, kano model

Full Text:

PDF


References

Anindita, K., Ismoyowati, D. & Suwondo, E., 2019. Value Chain Analysis on Pigmented Rice: A Case Study in Sleman Regency, Special Region of Yogyakarta, Indonesia. agriTECH, 39(4), p. 315. Annunziata, A. & Vecchio, R., 2013. Consumer Perception of Functional Foods: A Conjoint Analysis with Probiotics. Food Quality and Preference , 28(1), pp. 348-355. Azwar, S., 2014. Penyusunan Skala Psikologi. Yogyakarta: Pustaka Pelajar. Bairagi, S. et al., 2021. What Drives Consumer Demand for Packaged Rice? Evidence from South and Southeast Asia. Food Control, Volume 129, p. 108261. Berger, C., Blauth, R. & Boger, D., 1993. Kano's Methods for Understanding Customer-defined Quality. Center for Quality Management Journal, 2(4), pp. 3-36. Custodio, M. et al., 2019. Rice Quality: How is It Defined by Consumers, Industry, Food Scientist, and Geneticsts?. Trends in Food Science and Technology, Volume 92, pp. 122-137. Gani, M., Dewanti, Irawan, M. & Bastarianto, F., 2019. Determining Priority Service of Yogyakarta Adisutjipto Airport Using Servqual Method and Kano Model. Journal of the Civil Engineering Forum, 5(3), p. 211. Hawa, L., Setiawan, W. & Ahmad, A., 2018. Aplikasi Teknik Penyimpanan Menggunakan Pengemas Vakum pada Berbagai Jenis Beras. Jurnal Keteknikan Pertanian Tropis dan Biosistem , 6(2), pp. 145-156. Kanama, D. & Nakazawa, N., 2017. The Effects of Ingredient Branding in the Food Industry: Case Studies on Succesful Ingredient-branded Foods in Japan. Journal of Ethnic Foods, 4(2), pp. 126-131. Kantamaturaproj, K. & Marshall, A., 2020. Providing Organic Food to Urban Consumers: Case Studies of Supermarkets in Bangkok and Metropolitan Area. Heliyon, 6(5), p. e04003. Kristamtini, Taryono, Basunanda, P. & Murti, R., 2014. Keragaman Genetik Kultivar Padi Beras Hitam Lokal Berdasarkan Penanda Mikrosatelit. Jurnal AgroBiogen, 10(2). Kushwaha, U., 2016. Black Rice: Research, History, and Development. Switzerland: Springer International Publishing. Kuster, I., Vila, N. & Sarabia, F., 2019. Food Packaging Cues as Vehicles of Healthy Information: Visions of Millennials (Early Adults and Adolescents). Food Research International , Volume 119, pp. 170-176. Matzler, K., Hinterhuber, H., Bailom, F. & Sauerwein, E., 1996. How to Delight Your Customers. Journal of Product and Brand Management, 5(2), pp. 6-18. Nuringtyas, T. & Ismoyowati, D., 2018. Development of Pigmented Rice for The Rural Community. Agriculture and Development Notes, 8(6). Pizam, A. & Sussmann, S., 1995. Does Nationality Affect Tourist Behavior?. Annals of Tourism Research , 22(4), pp. 901-907. Putri, A., Ismoyowati, D. & Pamungkas, A., 2019. Dynamic Modelling of Making Channels to Control The Inventory of Black Rice in Yogyakarta Indonesia., Institute of Physics Publishing. Putri , Y., Ismoyowati, D. & Jumeri, 2019. Factors Affecting Consumers Perception and Willingness to Pay Toward Yogyakarta Local Black Rice., Institute of Physics Publishing. Schroeder, D., 2007. Public Health, Ethics, and Functional Foods. Journal of Agricultural and Environmental Ethics, 20(3), pp. 247-259. Shahin, A. & Zairi, M., 2009. Kano Model: A Dynamic Approach for Classifying and Prioritising Requirements of Airline Travellers with Three Case Studies on International Airlines. Total Quality Management and Business Excellence, 20(9), pp. 1003-1028. Sianturi, J., Putra, I. & Ginarsa, W., 2013. Faktor-faktor yang Mempengaruhi Kepuasan Konsumen Terhadap Beras Merah Organik di Kota Denpasar. E-Jurnal Agribisnis dan Agrowisata, 2(3), p. 146. Siro, I., Kapolna, E., Kapolna, B. & Lugasi, A., 2008. Functional Food. Product Development, Marketing, and Consumer Acceptance-A Review. Appetite, 51(3), pp. 456-467. Suardi, D. & Ridwan, I., 2009. Beras Hitam, Pangan Berkhasiat yang Belum Populer. Warta Penelitian dan Pengembangan Pertanian, 31(2), pp. 9-10. Sulistyana, P., Mulyo, J. & Jamhari, J., 2016. Konsumsi Beras Organik pada Tingkat Rumah Tangga di Kota Yogyakarta. Agro Ekonomi, 25(1). Wuryandani, S., Ismoyowati, D. & Nugrahini, A., 2018. STP Analysis in Marketing Pigmented Rice as Functional Food. KnE Life Sciences, 4(2), p. 128.



DOI: https://doi.org/10.22146/aij.v8i2.76727

Article Metrics

Abstract views : 1295 | views : 1369

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Shafira Wuryandani

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.