Quality Development Of Bar Chocolate Products Based On Consumer Preferences: Case Study On SMEs

Abstract

Increased tight business competition requires organizations or companies to raise its competitiveness level. Increasing industrial competitiveness can be done through the development of product quality based on consumer preferences. This study aims to determine the quality attributes of bar chocolate products which are the priority development. There are eleven bar chocolate product quality attributes identified, namely taste, texture, aroma, product appearance, portion, variety, freshness, health, packaging, price fairness, and discount. The assessment of consumer preferences for the quality of bar chocolate products was done by filling out questionnaires based on consumer ratings on the importance and performance level. The analysis result using Importance Performance Analysis (IPA) method shows that taste, aroma, texture, product appearance, variety, health and packaging are priority attributes developed.