Customer Demand Analysis of Integrated Cooker Based on KANO Model: A Study of Entive in Thailand

As the kitchen appliance product pioneered by China, the integrated cooker product has experienced so long and tortuous development course for its Research and Development, production and promotion. Later on the growth of integrated cooker industry has shown the amazing speed, rising even faster than that of other general gas cooker in the market, the integrated cooker has also caused a great deal of reaction in Chinese kitchen appliance market, there are more and more customer of kitchen appliance products have transferred their consumption from traditional kitchen appliance market into new kitchen appliance market slowly, and the quantity of customer who used the integrated cooker product has also been just increased sharply. In recent years, the scope of sales of integrated cooker has also expanded from the original Chinese market to overseas markets such as Britain, Germany, the United States, Australia, India, Iran, Brazil, Chile, Peru, Thailand, Malaysia, etc. However in contrast there are also many problems existed in the product and development of integrated cooker, for example the enterprise did ignore the characteristic of customer demand and cannot accurately collect the real demand of those customers who want to use the integrated cooker product, businesses can not make changes based on the habits and cultural differences in different regions, this enabled the product failing to get the approval from the customer and finally being eliminated by the market accordingly.

In order to precisely achieve the demand characteristics of integrated cooker customer, help the manufacturers of integrated cooker and relative agents find out the starting point for improving customer satisfaction, to enter the Thai kitchen electric market to lay the foundation. In the paper, it takes the demand of Entive integrated cooker customers as the example, to discuss the demand characteristics of integrated cooker customer based on KANO model, and establish the KANO model of priority satisfaction order model for the demand of integrated cooker customer based on the analysis of KANO model and the priority index of KANO model, to improve and give the suggestions on the customer demand of Entive integrated cooker product while understanding the customer satisfaction of Entive integrated cooker product. In order to ensure Entive integration cooker quickly into the kitchen market in Thailand, meet the needs of people at the same time continue to introduce new.

Keywords: KANO Model, Customer Demand Priority Satisfaction, Integrated Cooker, Entive Electrical Appliances.