Understanding Consumer Preferences for “Gogumoy” Cookies through Refined Kano across Demographic Profiles

Food Science and Technology Study Program, Faculty of Agriculture, Universitas Sebelas Maret, Surakarta, Indonesia

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Abstract

The development of “Gogumoy” cookies utilizes local composite flours, specifically modified cassava flour (Mocaf) and purple sweet potato flour, to reduce dependency on imported wheat while enhancing health benefits through natural antioxidants and a low glycaemic index. In new product development, identifying and fulfilling specific customer needs is fundamental to achieving optimal satisfaction. This study employs the Refined Kano Model to analyse customer requirements, as this model enhances the traditional Kano approach by integrating attribute importance levels to provide a more comprehensive understanding of satisfaction drivers. A survey was conducted with 182 respondents in the Surakarta, categorized by age and income levels. The findings reveal that consumer preferences and attribute priorities vary significantly across demographic profiles. Attributes classified as High Value Added—such as balanced flavour combination, secure packaging, and halal certification—emerged as top priorities that significantly drive satisfaction. High Attractive attributes serve as competitive features to strengthen market positioning. Notably, older demographics identified a “sandy mouthfeel” as a Reverse attribute, suggesting it should be eliminated for those segments. These results indicate that product quality improvement strategies must be tailored to the specific characteristics of the target market to ensure effective resource allocation and maximized impact.