Utilizing coffee bean subgrade quality by designing product development using integrated kansei words and Fuzzy QFD

The coffee production process typically generates sub-grade coffee beans, accounting for approximately 10%-20% of total production, with a significant defect rate of 39.54% due to broken beans. Although these beans have a low market value and can negatively impact quality and flavor, they still contain various beneficial compounds. Increasing the economic value of sub-grade coffee beans can be achieved through diversification, such as blending them with chocolate to enhance flavor. To ensure product sustainability, development efforts must prioritize quality. Consumer perceptions of quality, which encompass emotional, sensory, and safety aspects, greatly influence satisfaction. Thus, analyzing consumer impressions is crucial to aligning product development with customer expectations. Kansei words capture and measure emotional impressions based on customer requirements (CRs), while Fuzzy Quality Function Deployment (QFD) systematically translates these desires into measurable product attributes. The study identified 11 technical responses to meet consumer expectations, with the top three being the selection of high-quality raw materials (4.26), the determination of appropriate processing techniques (3.90), and securing permits to ensure health safety (2.63). These technical responses are prioritized to fulfill consumer desires. Subsequently, specific efforts related to these technical responses are determined to detail the steps needed to meet consumer expectations and enhance satisfaction.