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Quality Function Deployment (QFD) in the Spanish olive oil sector

Author

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  • Erraach, Yamna
  • Sayadi, Samir
  • Parra-Lopez, Carlos

Abstract

Competitiveness and sustainability of the olive-oil sector are strongly associated with the satisfaction of customer demand and preferences towards quality, safety, and environmental issues. In product design and development, Quality Function Deployment (QFD) provides a comprehensive, systematic approach to ensure agrifood products meet or exceed customer expectations. QFD can be a powerful tool because it can reduce time to market, improve quality, and enhance customer satisfaction. Although QFD has been used in the food industry since 1987, no application has been found in the case of olive oil. In this study, after identifying customer needs or requirements of different attributes of quality olive oil, by a survey to 439 respondents to determine preference and consumption behaviour, agricultural practices that optimally satisfy these preferences were determined, through a Quality Function Deployment (QFD) model using expert knowledge. 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 customer needs and desires were designed. These matrices are used to translate higher-level “Whats” or needs into lower-level “Hows” – agronomical practices (technical characteristics) to satisfy these needs. The findings are helpful for designing agricultural policies and marketing strategies to improve sustainability and competitiveness of Spanish olive oil.

Suggested Citation

  • Erraach, Yamna & Sayadi, Samir & Parra-Lopez, Carlos, 2011. "Quality Function Deployment (QFD) in the Spanish olive oil sector," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114340, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae11:114340
    DOI: 10.22004/ag.econ.114340
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    References listed on IDEAS

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    1. Parra-López, Carlos & Groot, Jeroen C.J. & Carmona-Torres, Carmen & Rossing, Walter A.H., 2008. "Integrating public demands into model-based design for multifunctional agriculture: An application to intensive Dutch dairy landscapes," Ecological Economics, Elsevier, vol. 67(4), pages 538-551, November.
    2. Brunsø, Karen & Fjord, Thomas Ahle & Grunert, Klaus G., 2002. "Consumers' food choice and quality perception," MAPP Working Papers 77, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    3. Ramanathan, R. & Ganesh, L. S., 1994. "Group preference aggregation methods employed in AHP: An evaluation and an intrinsic process for deriving members' weightages," European Journal of Operational Research, Elsevier, vol. 79(2), pages 249-265, December.
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    Cited by:

    1. Victoria Vicario-Modroño & Rosa Gallardo-Cobos & Pedro Sánchez-Zamora, 2023. "Sustainability evaluation of olive oil mills in Andalusia (Spain): a study based on composite indicators," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(7), pages 6363-6392, July.

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