The Importance of Take-Out Food Packaging Attributes: Conjoint Analysis and Quality Function Deployment Approach

Abstract

Abstract. This research aims to investigate the importance of take-out food packaging attributes, using conjoint analysis and QFD approach among consumers of take-out food products in Jakarta, Indonesia. The conjoint results indicate that perception about packaging material (such as paper, plastic, and polystyrene foam) plays the most important role overall in consumer perception. The clustering results that there is strong segmentation in which take-out food packaging material consumer consider most important. Some consumers are mostly oriented toward the colour of packaging, while another segment of customers concerns on packaging shape and packaging information. Segmentation variables based on packaging response can provide very useful information to maximize image of products through the package's impact. The results of House of Quality development described that Conjoint Analysis -QFD is a useful combination of the two methodologies in product development, market segmentation, and the trade off between customers' requirements in the early stages of HOQ process

Conceptual Design and Selection of Natural Fibre Reinforced Biopolymer Composite (NFBC) Takeout Food Container

“…Designers must consider the basics of the packaging product functions in a sustainable food packaging design to draw up solutions after the issues have been identified. In general, the basic packaging functions are containment, protection and preservation, marketing and communications [38,39]. The hybrid approach proposed in this work to compute solutions in the conceptual design of NFBC food containers is therefore illustrated in Fig.…”

“…The main aim of the relationship matrix is to build a relation between 'What' and 'Hows'. [39]. Then, Kano values ('k' values) will be obtained from Kano model analysis where Kano class decides the value of 'k'.…”

“…In general, sustainable packaging is characterized as safe and healthy packaging for people and the environment, and as effective in the use of materials and resources [26]. Furthermore, Widaningrum [27] highlighted that design of packaging product must be reasonable, economical, and environmentally friendly. The trend of buying prepared food from restaurants or food sellers to be eaten somewhere else is common nowadays but those single-use and short use phase of takeout food packaging has contributed greatly to solid waste.…”

Green Bio Composites for Food Packaging

“…Functions of food packaging are related to the physical proper-ties of the food in order to protect and preserve it, at the same time encouraging hygiene and safety [62]. Others also mentioned that food packaging also ensure food products transport-ed according to their made-to-order set-ups and amount suitable with the time they will be eaten; convenience and protected in dispensing products (easy-open features and re-closability); to add handiness to the food products; and also assist in sales increment [8], [62]. Packaging is also considered as one of the way in communicating messages to consumers and providing information and also instructions [62].…”

“…Others also mentioned that food packaging also ensure food products transport-ed according to their made-to-order set-ups and amount suitable with the time they will be eaten; convenience and protected in dispensing products (easy-open features and re-closability); to add handiness to the food products; and also assist in sales increment [8], [62]. Packaging is also considered as one of the way in communicating messages to consumers and providing information and also instructions [62]. A research by Widaningrum (2014) on the elements of designing a takeout food packaging in Indonesia by using combined Conjoint Analysis and Quality Function Deployment (QFD) technique found that the 'packaging material attributes' have the highest importance values [63].…”