1.1.2 MEATDeli At the end of 2018, Masan MEATLife Joint Stock Company launched MEATDeli brand meat products to the market, a time when not many consumers could define what cool meat was.
Trang 1Faculty of Business and Management
-*** -GROUP ASSIGNMENT QUALITY MANAGEMENT
TOPIC: PRODUCT QUALITY EVALUATION OF A PERISHABLE
FOOD ITEM
Group: 8
Class: Management of Quality and Innovation 63
INSTRUCTOR: Mrs Do Thi Dong
Hanoi, 2023
Trang 2CHAPTER 1: INTRODUCTION 3
1.1 Masan Group and MEATDeli 3
1.1.1 Masan Group 3
1.2 David Garvin’s 8 dimensions of quality 4
CHAPTER 2: RESEARCH METHODOLOGY 5
2.1 Objective of quantitative research 5
2.2 Quantitative research methods 5
2.2.1 Primary data collection methods 5
2.2.2 Data analysis method 5
CHAPTER 3: RESULT 6
3.1 Demographic analysis 6
3.2 Quality analysis 7
3.2.1 Performance 7
3.2.2 Feature 8
3.2.3 Reliability 8
3.2.4 Aesthetic 9
3.2.5 Serviceability 9
3.2.6 Perceived Quality 10
3.2.8 Durability 11
3.2.9 Customer Satisfaction 11
CHAPTER 4: CONCLUSION AND RECOMMENDATION 13
4.1 Conclusion 13
4.2 Recommendation 13
Trang 31.1 Masan Group and MEATDeli
1.1.1 Masan Group
Masan Group is one of the largest companies in the Vietnamese private economic sector, focusing
on activities in Vietnam's consumer goods and resources industries Masan Group has a strong track record of building, acquiring and managing large-scale business platforms to develop and exploit long-term potential in the consumer goods and resources sectors
Masan's vision is to become a strong corporation in the local private economic sector in Vietnam
in terms of scale, profits and income for shareholders, and to become a potential growth partner and supplier in popular recruitment in Vietnam
Masan's management team includes experts with international expertise in risk management and capital allocation, Vietnamese managers with local execution experience, and senior industry directors who have practical experience from multinational corporations
1.1.2 MEATDeli
At the end of 2018, Masan MEATLife Joint Stock Company launched MEATDeli brand meat products to the market, a time when not many consumers could define what cool meat was Although it has just entered the market, Masan's MEATDeli cool meat brand is gradually asserting its position in providing clean food to consumers MEATDeli is deploying many distribution channels and a strong sales organization to bring products to consumers
MEATDeli cooled meat products are oriented to be clean and delicious cooled meat products according to European standards, providing delicious and healthy meals for every Vietnamese family MEATDeli's chilled meat is a product with brand recognition, traceability, reasonable price and safety, which are the goals Masan wants to tap into the psychology of modern consumers With the desire for Vietnamese consumers to use meat products of quality equal to the highest standards in the world, MEATDeli was born, promising to create a new consumer trend Above all, MEATDeli's future goal is:
"With a great vision to become the leading company in the Vietnamese meat market".
After processing, pork will be cooled and packaged with oxy-fresh technology right at the factory
to prevent bacteria from entering To preserve the nutrients and optimal deliciousness of meat, MEATDeli products are stored at temperatures from 0 - 4°C from the factory to consumers In addition, thanks to applying the principle of "fast - clean - cold" throughout the chain, the customer is the one who touches the meat first and can process it immediately without needing to re-process it like other hot or frozen meats MEATDeli cooled pork has a shelf life of 5 days
The MEATDeli chilled meat production process is based on the 3F platform:
The first "F" - Feed - represents animal feed that meets quality standards and does not contain banned substances that are harmful to consumers' health
The second "F" - Farm - high-tech pig farm At Masan's high-tech pig farm, the strict selection of healthy pigs and the application of closed pig farming technology that meets world standards have helped the farming process minimize the impact of weather conditions on the pigs
The third "F" - Food - helps businesses complete the animal protein value chain
MEATDeli's average meat product is about 130,000 VND/kg, while the market price at the market
is about 90,000 VND/kg Although the price is higher than other products, the product quality is
Trang 4products on the market.
1.2 David Garvin’s 8 dimensions of quality
In 1987 David Garvin suggested that there are eight dimensions to quality In this research, we will apply these eight dimensions to evaluate the meat quality of MEATDeli
Performance refers to the efficiency with which a product achieves its intended purpose.
Performance describes a product’s essential function
Features are attributes of a product that supplement the product’s basic performance Features are
a secondary aspect of performance
Reliability refers to the propensity for a product to perform consistently over its useful design life.
The ability of a product or service to perform as expected over time
Conformance is the degree to which a product conforms to its specifications When a product is
designed, certain numeric dimensions for the product’s performance will be established, such as capacity, speed, size, durability, or the like
Durability is the degree to which a product tolerates stress or trauma without failing Durability is
the measurement of product life
Serviceability is the ease of repair for a product
Aesthetics are subjective sensory characteristics such as taste, feel, sound, look, and smell.
Aesthetics refer to the appearance of a product or service
Perceived quality is based on customer opinion Quality as the customer perceives it - image,
recognition, word of mouth Perceived quality is the overall opinion of the customer towards the product
Trang 52.1 Objective of quantitative research
The objective of the quantitative research is to measure the quality of meat products under the MEATDeli brand This investigation is conducted within the context of MEATDeli meat products being widely distributed nationwide, catering to individuals, households, and organizations Subsequently, based on the collected data from the quantitative study, we aim to provide an accurate assessment of the quality of MEATDeli meat products
2.2 Quantitative research methods
2.2.1 Primary data collection methods
The primary data will be collected from individuals, households, or organizations that have previously used MEATDeli products The research team will approach and gather data through investigations and practical surveys conducted via online questionnaires
Research participants: Individuals and households with regular meat consumption needs, food
processing establishments that utilize meat in their products, and potentially businesses providing meals for staff or organizing events where meat is used Survey participants will have used MEATDeli meat products at least once to ensure genuine product usage and compliance with the study's objectives
Sample collection period: 5th November to 7th November 2023.
At the conclusion of the study, the research team obtained 80 survey responses Following a meticulous screening process, which involved eliminating responses that did not meet the stipulated criteria (excluding illogical or irrelevant submissions to ensure the objectivity and accuracy of the study), the number of valid and reliable survey responses amounted to 80
About Scale/Questionnaire development: The scale was constructed based on David Garvin's 8
dimensions of quality, encompassing performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality The questionnaire employs a Likert scale consistently across all items, ranging from "completely disagree" to "completely agree," with five response levels
About Survey design: The research team conducted an online survey through social media
platforms, leveraging personal networks for participant engagement The survey comprises two sections:
Part 1: General information: Consists of three demographic questions.
Part 2: Evaluation of product quality: Involves 16 questions assessing the quality of MEATDeli
meat products across the 8 dimensions of product quality The scale utilized is a 5-point Likert scale, ranging from 1 - "Completely disagree" to 5 - "Completely agree."
2.2.2 Data analysis method
Data screening and processing: Primary data collected from the survey will undergo synthesis,
and examination to align with the research objectives Invalid responses will be systematically eliminated
Data coding: Following data screening and the establishment of a standardized dataset, the
research team will proceed with encoding the data
Descriptive statistics for demographics: Descriptive statistics will be employed to characterize the
demographic features of the observational sample
Trang 6meat products This will involve quantitative techniques to derive meaningful insights from the primary data
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Trang 8The "Survey on customer satisfaction with MEATDeli's meat quality" was carried out in Hanoi by the group, primarily focusing on individuals with meat consumption needs The purpose of this study is
to assess the quality of MEATDeli's ground pork products Each survey respondent was required to have at least one encounter with MEATDeli meat products in order to verify that they had used the product and that the study's objectives were met After distributing them on online platforms from November 5th to 7th, the group received results, including eighty online survey forms Our team then carefully screened all questionnaires to eliminate invalid questionnaires and to get the most precise and impartial outcomes possible After filtering, the team collected 80 valid surveys that were eligible for coding and the subsequent steps in the primary data analysis procedure described above
3.1 Demographic analysis
The gender of the survey participants is depicted in the graphic above Each gender can have distinct points of view and opinions In terms of gender, of the 80 participants who took part in the poll,
21 were men, accounting for 26.3%, and 57 were women, accounting for 71.3% Furthermore, 2.4% are
of other genders This finding also demonstrates an imbalance in the number of male and female students participating in the survey, with female students outnumbering male students
Regarding the age of customers who purchase meat from Meat Deli Up to 81.3% of survey respondents were between the ages of 15 and 25 The rest are between the ages of 26 and 35, with 10% accounting for 8 people and those beyond 35 accounting for 8.8% (7 people) According to the result, the vast majority of surveyed customers are students This guarantees that the group's target clients are accurate
Trang 9which is logical given that the majority of survey subjects (80 persons) are university students There are 51 people with monthly incomes of less than $5 million, accounting for 63.7% of the total Following that are 16 people with monthly incomes ranging from $5 million to $10 million, accounting for 20% of the total The others earn more than $10 million every month, accounting for 16.2% of the total The outcomes of this study sample ensure that the research is aimed for the correct goals
3.2 Quality analysis
3.2.1 Performance
The Performance factors, evaluated by "Freshness" and "Texture" of MEATDeli's meat, are both rated as satisfactory by the surveyed customers In particular, the majority of the items are rated high at levels 4 (Agree) and 5 (Strongly Agree)
When evaluating the "Freshness" of the meat, it can be seen that the majority of customers choose levels 4 to 5 This indicates satisfaction with the freshness of Meat Deli's meat products Based on factors such as color, taste, and other elements, customers' evaluations consistently provide positive feedback regarding the freshness of Meat Deli's meat With more than 50 people rating level 5 (completely agree), it can be concluded that the "Freshness" of the product is receiving great popularity and trust from customers
However, when looking at "Texture", there are some discrepancies in ratings While more than 50 people rated it a 4, only 20 people favored a 5, and 17 people rated it a 3 This may indicate that some customers have different opinions about the texture of the meat, possibly due to individual preferences
or differing expectations regarding specific product characteristics Regarding the texture of the meat, many customers do not feel satisfied when buying Meat Demli meat Meat Deli should have improvements in animal husbandry methods to improve meat texture
Trang 10hand, "texture" can be a factor that divides opinion.
3.2.2 Feature
The Feature factors, evaluated by Meat Deli's "Organic origin" and "Additional discount program" satisfied customers who completed the survey form In particular, most items are highly rated at level 4 (Agree) and level 5 (Completely agree)
Regarding the factor "Organic origin", we can see an upward trend through the chart obtained The majority of survey participants rated this factor at level 5 (completely agree), accounting for the highest number of 30 people Followed by level 4 (agree) with 24 people and level 3 (neutral) with 19 people Meanwhile, the number of people choosing levels 1 (completely disagree) and 2 (disagree) is very small Through this, we can see a clear difference between the level of interest in the "Organic origin" factor of customers when choosing Meat Deli products
Looking at the "Additional discount program", we can see that the majority of survey subjects rated it at level 3 (neutral) and level 4 (agree) with 27 and 29 people in total, respectively Next is level
5 (completely agree) evaluated by 20 people The results show that the majority of customers are interested and feel satisfied with the promotion program at Meat Deli However, the relatively high number of survey participants choosing level 3 shows that Meat Deli needs to improve the promotion programs
3.2.3 Reliability
Reliability, as measured by our group, is determined by two statements: the quality consistency of the meat over time and the keep the meat fresh after defrosting Based on these two questions, our group observed that the majority of respondents concentrated their responses in levels 4 (Agree) and 5 (Strongly Agree) This demonstrates that most customers are satisfied with Meat Deli's products