Quality Function Deployment QFD in the Spanish olive oil sector Report as inadecuate

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Competitiveness and sustainability of the olive-oil sector are strongly associated withthe satisfaction of customer demand and preferences towards quality, safety, andenvironmental issues. In product design and development, Quality FunctionDeployment (QFD) provides a comprehensive, systematic approach to ensure agrifoodproducts meet or exceed customer expectations. QFD can be a powerful tool because itcan reduce time to market, improve quality, and enhance customer satisfaction.Although QFD has been used in the food industry since 1987, no application has beenfound in the case of olive oil.In this study, after identifying customer needs or requirements of different attributes ofquality olive oil, by a survey to 439 respondents to determine preference andconsumption behaviour, agricultural practices that optimally satisfy these preferenceswere determined, through a Quality Function Deployment (QFD) model using expertknowledge.The use of the correlation matrix and then the construction of the House of Quality(HOQ), the relative contribution of each of these practices that most satisfy customerneeds and desires were designed. These matrices are used to translate higher-level“Whats” or needs into lower-level “Hows” – agronomical practices (technicalcharacteristics) to satisfy these needs.The findings are helpful for designing agricultural policies and marketing strategies toimprove sustainability and competitiveness of Spanish olive oil.

Keywords: Olive-oil quality attributes ; consumer survey ; Oleiculture ; Quality functiondeployment

Subject(s): Agribusiness

Crop Production/Industries

Issue Date: 2011

Publication Type: Conference Paper/ Presentation

PURL Identifier: http://purl.umn.edu/114340

Total Pages: 14

Record appears in: European Association of Agricultural Economists (EAAE) > 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland

Author: Erraach, Yamna ; Sayadi, Samir ; Parra-Lopez, Carlos

Source: http://ageconsearch.umn.edu/record/114340?ln=en

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