Kano Model for Enhancing Business Strategy Through Customer Preference Analysis: A Case Study of Packaged Mineral Water Bottles

This article examines how the Kano model can enhance business strategies beyond product development. Current research explores how customer preferences, with the Kano model, can optimize marketing efforts for mineral water bottles. The article identifies high-impact factors, such as availability, reliability, and affordability. The proposed sequential strategy categorizes attributes into high-, moderate-, and low-impact groups. New market entrants are advised to prioritize high-impact attributes, such as availability, reliability, and affordability. Established companies can strategically shift their focus to moderate-impact attributes, such as taste, mineral content, and advertising. Finally, market penetration should focus on low-impact attributes, including bundling, staff interactions, discounts, appearance, and branding.