Análise dos requisitos da qualidade do café na opinião dos consumidores: um estudo em uma indústria cafeeira no estado da Bahia

Abstract

With the globalization process, business organizations became highly competitive. In this context, the development of quality management and implantation of quality tools are the most indicated options for managers to become more competitive, improve their process and get customers satisfied. With the objective of serving these managers, the Quality Home tool has major importance because it allows the conversion of customers requirements into product specifications suiting the customer's needs. In this paper, the QFD tool was applied at a coffee industry based on the south-west of Bahia, where, through the product tasting and the answers obtained in the questionnaire was possible to verify that in order to attend the customers need, it must improve the texture of the coffee and according to a perspective of salespeople it also needs improvement on attributes such as price, marketing and quality.