(Tiểu luận) topic product quality evaluation of a perishablefood item

NATIONAL ECONOMICS UNIVERSITY Faculty of Business and Management -*** - GROUP ASSIGNMENT QUALITY MANAGEMENT TOPIC: PRODUCT QUALITY EVALUATION OF A PERISHABLE FOOD ITEM Group: Class: Management of Quality and Innovation 63 INSTRUCTOR: Mrs Do Thi Dong Hanoi, 2023 TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 Masan Group and MEATDeli 1.1.1 Masan Group 1.2 David Garvin’s dimensions of quality CHAPTER 2: RESEARCH METHODOLOGY .5 2.1 Objective of quantitative research .5 2.2 Quantitative research methods 2.2.1 Primary data collection methods 2.2.2 Data analysis method CHAPTER 3: RESULT 3.1 Demographic analysis 3.2 Quality analysis 3.2.1 Performance 3.2.2 Feature 3.2.3 Reliability 3.2.4 Aesthetic 3.2.5 Serviceability 3.2.6 Perceived Quality 10 3.2.8 Durability 11 3.2.9 Customer Satisfaction 11 CHAPTER 4: CONCLUSION AND RECOMMENDATION 13 4.1 Conclusion 13 4.2 Recommendation 13 CHAPTER 1: INTRODUCTION 1.1 Masan Group and MEATDeli 1.1.1 Masan Group Masan Group is one of the largest companies in the Vietnamese private economic sector, focusing on activities in Vietnam's consumer goods and resources industries Masan Group has a strong track record of building, acquiring and managing large-scale business platforms to develop and exploit longterm potential in the consumer goods and resources sectors Masan's vision is to become a strong corporation in the local private economic sector in Vietnam in terms of scale, profits and income for shareholders, and to become a potential growth partner and supplier in popular recruitment in Vietnam Masan's management team includes experts with international expertise in risk management and capital allocation, Vietnamese managers with local execution experience, and senior industry directors who have practical experience from multinational corporations 1.1.2 MEATDeli At the end of 2018, Masan MEATLife Joint Stock Company launched MEATDeli brand meat products to the market, a time when not many consumers could define what cool meat was Although it has just entered the market, Masan's MEATDeli cool meat brand is gradually asserting its position in providing clean food to consumers MEATDeli is deploying many distribution channels and a strong sales organization to bring products to consumers MEATDeli cooled meat products are oriented to be clean and delicious cooled meat products according to European standards, providing delicious and healthy meals for every Vietnamese family MEATDeli's chilled meat is a product with brand recognition, traceability, reasonable price and safety, which are the goals Masan wants to tap into the psychology of modern consumers With the desire for Vietnamese consumers to use meat products of quality equal to the highest standards in the world, MEATDeli was born, promising to create a new consumer trend Above all, MEATDeli's future goal is: "With a great vision to become the leading company in the Vietnamese meat market" After processing, pork will be cooled and packaged with oxy-fresh technology right at the factory to prevent bacteria from entering To preserve the nutrients and optimal deliciousness of meat, MEATDeli products are stored at temperatures from - 4°C from the factory to consumers In addition, thanks to applying the principle of "fast - clean - cold" throughout the chain, the customer is the one who touches the meat first and can process it immediately without needing to re-process it like other hot or frozen meats MEATDeli cooled pork has a shelf life of days The MEATDeli chilled meat production process is based on the 3F platform: The first "F" - Feed - represents animal feed that meets quality standards and does not contain banned substances that are harmful to consumers' health The second "F" - Farm - high-tech pig farm At Masan's high-tech pig farm, the strict selection of healthy pigs and the application of closed pig farming technology that meets world standards have helped the farming process minimize the impact of weather conditions on the pigs The third "F" - Food - helps businesses complete the animal protein value chain MEATDeli's average meat product is about 130,000 VND/kg, while the market price at the market is about 90,000 VND/kg Although the price is higher than other products, the product quality is extremely good and up to standard - this is also the point where MEATDeli competes with other products on the market 1.2 David Garvin’s dimensions of quality In 1987 David Garvin suggested that there are eight dimensions to quality In this research, we will apply these eight dimensions to evaluate the meat quality of MEATDeli Performance refers to the efficiency with which a product achieves its intended purpose Performance describes a product’s essential function Features are attributes of a product that supplement the product’s basic performance Features are a secondary aspect of performance Reliability refers to the propensity for a product to perform consistently over its useful design life The ability of a product or service to perform as expected over time Conformance is the degree to which a product conforms to its specifications When a product is designed, certain numeric dimensions for the product’s performance will be established, such as capacity, speed, size, durability, or the like Durability is the degree to which a product tolerates stress or trauma without failing Durability is the measurement of product life Serviceability is the ease of repair for a product Aesthetics are subjective sensory characteristics such as taste, feel, sound, look, and smell Aesthetics refer to the appearance of a product or service Perceived quality is based on customer opinion Quality as the customer perceives it - image, recognition, word of mouth Perceived quality is the overall opinion of the customer towards the product CHAPTER 2: RESEARCH METHODOLOGY 2.1 Objective of quantitative research The objective of the quantitative research is to measure the quality of meat products under the MEATDeli brand This investigation is conducted within the context of MEATDeli meat products being widely distributed nationwide, catering to individuals, households, and organizations Subsequently, based on the collected data from the quantitative study, we aim to provide an accurate assessment of the quality of MEATDeli meat products 2.2 Quantitative research methods 2.2.1 Primary data collection methods The primary data will be collected from individuals, households, or organizations that have previously used MEATDeli products The research team will approach and gather data through investigations and practical surveys conducted via online questionnaires Research participants: Individuals and households with regular meat consumption needs, food processing establishments that utilize meat in their products, and potentially businesses providing meals for staff or organizing events where meat is used Survey participants will have used MEATDeli meat products at least once to ensure genuine product usage and compliance with the study's objectives Sample collection period: 5th November to 7th November 2023 At the conclusion of the study, the research team obtained 80 survey responses Following a meticulous screening process, which involved eliminating responses that did not meet the stipulated criteria (excluding illogical or irrelevant submissions to ensure the objectivity and accuracy of the study), the number of valid and reliable survey responses amounted to 80 About Scale/Questionnaire development: The scale was constructed based on David Garvin's dimensions of quality, encompassing performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality The questionnaire employs a Likert scale consistently across all items, ranging from "completely disagree" to "completely agree," with five response levels About Survey design: The research team conducted an online survey through social media platforms, leveraging personal networks for participant engagement The survey comprises two sections: Part 1: General information: Consists of three demographic questions Part 2: Evaluation of product quality: Involves 16 questions assessing the quality of MEATDeli meat products across the dimensions of product quality The scale utilized is a 5-point Likert scale, ranging from - "Completely disagree" to - "Completely agree." 2.2.2 Data analysis method Data screening and processing: Primary data collected from the survey will undergo synthesis, and examination to align with the research objectives Invalid responses will be systematically eliminated Data coding: Following data screening and the establishment of a standardized dataset, the research team will proceed with encoding the data Descriptive statistics for demographics: Descriptive statistics will be employed to characterize the demographic features of the observational sample Statistical analysis: Statistical analysis will be conducted on the results assessing the quality of meat products This will involve quantitative techniques to derive meaningful insights from the primary data Document continues below Discover more from: Quality Management Đại học Kinh tế Quốc dân 65 documents Go to course quản trị chất lượng Quality Management 100% (2) QI Materials - Quality Improvement 12 Quality Management None Emergingtrendsincostofqualitypractices 18 Anoverview Quality Management None National healthy school canteens 31 evaluation toolkit Quality Management None Individual Assignment - Questionnaire 29 Quality Management None Lesson Chapter - Operational Efficiency: Analyzing and optimizing… Quality Management None CHAPTER 3: RESULT The "Survey on customer satisfaction with MEATDeli's meat quality" was carried out in Hanoi by the group, primarily focusing on individuals with meat consumption needs The purpose of this study is to assess the quality of MEATDeli's ground pork products Each survey respondent was required to have at least one encounter with MEATDeli meat products in order to verify that they had used the product and that the study's objectives were met After distributing them on online platforms from November 5th to 7th, the group received results, including eighty online survey forms Our team then carefully screened all questionnaires to eliminate invalid questionnaires and to get the most precise and impartial outcomes possible After filtering, the team collected 80 valid surveys that were eligible for coding and the subsequent steps in the primary data analysis procedure described above 3.1 Demographic analysis The gender of the survey participants is depicted in the graphic above Each gender can have distinct points of view and opinions In terms of gender, of the 80 participants who took part in the poll, 21 were men, accounting for 26.3%, and 57 were women, accounting for 71.3% Furthermore, 2.4% are of other genders This finding also demonstrates an imbalance in the number of male and female students participating in the survey, with female students outnumbering male students Regarding the age of customers who purchase meat from Meat Deli Up to 81.3% of survey respondents were between the ages of 15 and 25 The rest are between the ages of 26 and 35, with 10% accounting for people and those beyond 35 accounting for 8.8% (7 people) According to the result, the vast majority of surveyed customers are students This guarantees that the group's target clients are accurate In terms of personal income, the majority of survey subjects earn less than $5 million per month, which is logical given that the majority of survey subjects (80 persons) are university students There are 51 people with monthly incomes of less than $5 million, accounting for 63.7% of the total Following that are 16 people with monthly incomes ranging from $5 million to $10 million, accounting for 20% of the total The others earn more than $10 million every month, accounting for 16.2% of the total The outcomes of this study sample ensure that the research is aimed for the correct goals 3.2 Quality analysis 3.2.1 Performance The Performance factors, evaluated by "Freshness" and "Texture" of MEATDeli's meat, are both rated as satisfactory by the surveyed customers In particular, the majority of the items are rated high at levels (Agree) and (Strongly Agree) When evaluating the "Freshness" of the meat, it can be seen that the majority of customers choose levels to This indicates satisfaction with the freshness of Meat Deli's meat products Based on factors such as color, taste, and other elements, customers' evaluations consistently provide positive feedback regarding the freshness of Meat Deli's meat With more than 50 people rating level (completely agree), it can be concluded that the "Freshness" of the product is receiving great popularity and trust from customers However, when looking at "Texture", there are some discrepancies in ratings While more than 50 people rated it a 4, only 20 people favored a 5, and 17 people rated it a This may indicate that some customers have different opinions about the texture of the meat, possibly due to individual preferences or differing expectations regarding specific product characteristics Regarding the texture of the meat, many customers not feel satisfied when buying Meat Demli meat Meat Deli should have improvements in animal husbandry methods to improve meat texture It seems that "freshness" is an important factor for the majority of consumers, but on the other hand, "texture" can be a factor that divides opinion 3.2.2 Feature The Feature factors, evaluated by Meat Deli's "Organic origin" and "Additional discount program" satisfied customers who completed the survey form In particular, most items are highly rated at level (Agree) and level (Completely agree) Regarding the factor "Organic origin", we can see an upward trend through the chart obtained The majority of survey participants rated this factor at level (completely agree), accounting for the highest number of 30 people Followed by level (agree) with 24 people and level (neutral) with 19 people Meanwhile, the number of people choosing levels (completely disagree) and (disagree) is very small Through this, we can see a clear difference between the level of interest in the "Organic origin" factor of customers when choosing Meat Deli products Looking at the "Additional discount program", we can see that the majority of survey subjects rated it at level (neutral) and level (agree) with 27 and 29 people in total, respectively Next is level (completely agree) evaluated by 20 people The results show that the majority of customers are interested and feel satisfied with the promotion program at Meat Deli However, the relatively high number of survey participants choosing level shows that Meat Deli needs to improve the promotion programs 3.2.3 Reliability Reliability, as measured by our group, is determined by two statements: the quality consistency of the meat over time and the keep the meat fresh after defrosting Based on these two questions, our group observed that the majority of respondents concentrated their responses in levels (Agree) and (Strongly Agree) This demonstrates that most customers are satisfied with Meat Deli's products We conducted a survey to determine if the quality of the meat remains the same over an extended period of time from the time of purchase Levels (Agree) and (Strongly Agree) were the most chosen options, with nearly 20 customers selecting them The majority of surveyed customers expressed satisfaction with the quality of the meat after storing it for a long period of time Our group conducted a survey on the freshness retention of Meat Deli's meat based on customers' experiences With option (Strongly Agree), the majority of customers chose this option, followed by option (Agree) Surveyed customers had experienced thawing the meat from the refrigerator and expressed satisfaction with the texture and quality of the meat during consumption and cooking After surveying both factors including “Quality consistency over time” and “Freshness retention of the meat after defrosting”, Meat Deli could have some plans to improve the quality of the meat like innovating the farming methods and improving the packaging process 3.2.4 Aesthetic The figure illustrates how highly satisfied survey respondents were with the criteria "Always available in stores" because level (totally agree) received the highest rating and level (completely agree) had a rating that was equal to or higher than level The fact that level (neutral) was selected as high as level suggests that some stores are still not fully operational 3.2.5 Serviceability In reference to the meat deli's return policy for spoiled meat, it is evident that customers are interested in and satisfied with this policy Because Level (agree) and level (completely agree) are rated the most with the number of survey participants accounting for a large number of the total number of respondents The policy on returns for spoiled meat demonstrates a clear concern for customer satisfaction and is a strong indicator of their satisfaction when purchasing meat at Meat Deli This is evidenced by the high ratings of levels (agree) and (strongly agree), which have received the most responses from survey participants, indicating a high level of satisfaction with the return policy 10 3.2.6 Perceived Quality Our group determines perceived quality using two statements: Customer feedback and Postpurchase meat satisfaction Based on these two questions, our group discovered that the majority of respondents focused on levels (Agree) and (Strongly Agree) According to the survey findings on aspects assessing meat quality, feedback from consumers is a factor that earns high praise from survey participants, even when no one picks the level Levels (strongly disagree) and (disagree) Level (strongly agree) garnered the most responses, with 33 persons Following that, 25 people chose level and 22 people chose level It is possible to deduce that consumers are particularly concerned with feedback variables while purchasing and utilizing Meat Deli’s products Similar to the previous factor Through the chart, we can see an upward trend at “Post-purchase meat satisfaction” factor, when up to 35 people choose level (strongly agree), continuing to be at the top and only person chooses level (disagree) and no one chooses level (disagree) It can be seen that this is a factor that greatly influences customers' product choice decisions 3.2.7 Conformance The chart on the Package Size factor clearly indicates customer satisfaction with the size when purchasing meat at Meat Deli, with level (agree) receiving the highest rating It clearly demonstrates customers' keen interest in packaging and satisfaction with the current labeling of Meat Deli's packaging Additionally, the frequent selection of level suggests that package size does not heavily influence customers' meat purchasing choices at Meat Deli 11 The majority of survey respondents have opted for levels (agree) and (strongly agree) most frequently in relation to the label factor on the packaging This illustrates customers' keen interest in the packaging and their satisfaction with the current labeling of Meat Deli's packaging 3.2.8 Durability The chart witnessed that the majority of survey participants have a neutral level of interest in the factor "Room temperature meat spoilage time" Level (agree) and level (neutral) both received choices from 27 survey participants Next is level (strongly agree) with 24 people choosing, the result is not significantly different This shows that this factor is one of the important factors for the majority of consumers Our group conducted a survey on the freshness retention of Meat Deli's products based on customers' experiences Leading with option (Strongly Agree), the majority of customers choose this option, followed by option (Agree) Surveyed customers had experienced thawing the meat from the refrigerator and expressed satisfaction with the texture and quality of the meat during consumption and cooking 12 3.2.9 Customer Satisfaction We measure customer satisfaction after purchasing meat from Meat Deli to predict customer loyalty or likelihood of returning to the Meat Deli brand According to the chart "I regularly buy meat from Meat Deli," the majority of consumers choose the neutral option However, this does not clearly indicate whether they will be loyal customers at Meat Deli The chart for the factor "I always think of Meat Deli when I intend to buy meat" demonstrates the respondents' interest in and preference for Meat Deli as a product to use when necessary Since approximately thirty raters have rated level (totally agree), it is the most highly rated by the majority Furthermore, level (neutral) is selected in an equally significant proportion to level 5, indicating that consumers are still undecided about selecting Meat Deli's meat As a result, Meat Deli must make improvements in order to attract more customers The majority of survey participants chose the neutral rating (level 3) when asked whether they would recommend Meat Deli meat products to their family or friends Meanwhile, no one selects the strongly disagree rating (level 1) This indicates that customers rely on various other factors to decide whether or not to recommend meat products to others 13 CHAPTER 4: CONCLUSION AND RECOMMENDATION 4.1 Conclusion In conclusion, the survey on customer satisfaction with Meat Deli's meat products reveals a positive overall perception with certain nuances The evaluation of Performance factors, specifically "Freshness" and "Texture," highlights that customers overwhelmingly appreciate the freshness of the meat However, in terms of "Texture," the survey shows mixed opinions Many customers are satisfied, giving it a level rating However, fewer people gave it a level 5, and some rated it at level This indicates that there's room to make the texture of Meat Deli's meat even better Moving on to the Feature factors, "Organic origin" stands out positively This indicates a clear interest and preference for organic origin among customers On the other hand, "Additional discount program" is generally well-received, with a significant number of customers expressing satisfaction However, the relatively high number of neutral responses suggests that there is room for improvement in the promotion programs to further engage and satisfy customers The reliability assessment indicates that customers are highly satisfied with the quality consistency and freshness retention of Meat Deli's meat products Customers express satisfaction with Meat Deli's package size, demonstrating a keen interest in packaging without it heavily influencing their purchasing decisions The return policy for spoiled meat receives high praise, indicating strong customer satisfaction Additionally, consumers prioritize feedback variables when choosing and using Meat Deli's products The majority of respondents express a strong interest in Meat Deli's products, the significant number of neutral ratings suggests indecision Improvements are necessary to enhance appeal Moreover, the neutral stance on recommending the brand implies customers consider various factors beyond personal preference 4.2 Recommendation Focus more on organic options: Since customers show a clear interest in organic products, continue to emphasize and possibly expand organic options in Meat Deli's product offerings By placing a strategic emphasis on organic options, Meat Deli can not only meet the preferences of healthconscious consumers but also contribute to a positive brand image and a competitive advantage in the market Launch more promotion programs: While the majority of customers express satisfaction with the "Additional discount program," consider diversifying promotions to capture a broader audience Experiment with different promotional formats, such as flash sales, loyalty programs, or seasonal discounts, social media campaigns to attract and retain customers Packaging design: Even though package size does not heavily influence customers' meat purchasing choices at Meat Deli, most customers pay more attention on label factor of the packaging In this way, Meat Deli should ensure consistency in branding across all packaging materials This includes using the same color scheme, logo, and typography A cohesive brand image builds trust and recognition among customers Enhance return policy communication: Use the great feedback about our return policy to their advantage Highlight this customer-friendly policy in ads and messages to show that Meat Deli cares 14 about customer satisfaction and can be trusted It reassures customers that Meat Deli is committed to making things right for them Encourage customers’ feedback: Keep asking customers for their opinions and use their feedback to improve Meat Deli’s products Share with them the improvements based on their suggestions to show that we listen and are always working to get better 15 APPENDICES Questionnaire: A GENERAL INFORMATION What is your gender? A Male B Famle C Prefer not to answer How old are you? A 15 – 25 B 26 – 35 C Above 35 What is your range of income: A Under millions per month B From to 10 millions per month C Above 10 millions per month B Questionnaire: These things below will use a scale from to for evaluation Please mark the appropriate level on the scale, where: - Extremely Dissatisfied - Dissatisfied - Neutral - Satisfied - Extremely Satisfied Orde r 10 11 12 Criteria The freshness of the meat The texture The organic origin Additional discount program The consistency over times The frozen freshness duration The variety of package sizes available The meat quality adherence to advertisement The labeling printed on the packaging The room temperature spoilage time The freezer freshness duration The availability in stores 16 Level of satisfaction The warranty policy when meat is spoiled 14 The packaging 15 The feedback from other customers 16 The post-purchase satisfaction These statements below will use a scale from to for evaluation Please mark the appropriate level on the scale, where: - Strongly Disagree - Disagree - Neutral - Agree - Strongly Agree 13 Orde r Criteria I often purchase minced pork from Meat Deli I always think of Meat Deli when i have intention of buying minced por I will recommend minced pork from Meat Deli to my family and friend 17 Level of agreement