How to Consume Oatmeal in China: A Demand Chain Design

Lijing Song () and Haitao Wen ()
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Lijing Song: Jilin University
Haitao Wen: Jilin University

A chapter in LISS 2014, 2015, pp 213-218 from Springer

Abstract: Abstract Rising awareness of the benefits of healthy diet and increasing rapid pace of life will remain a key growth driver for oatmeal in China. This research illustrates an investigation of oatmeal consumed in China and the framework of design demand chain bringing the “voice of customers” into the management of demand chain using Quality Function Development (QFD) method. Every step of framework of design demand chain is presented, and we build up an oatmeal demand chain based on consumption data in China which is collected by questionnaires. The result is that prioritizing product management and brand management is the best way to satisfy oatmeal consumer in China. Overall, this research contributes to a better concept of DCM and suggests tools that could realize it efficiently.

Keywords: Demand chain; Design; Oatmeal (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-662-43871-8_33

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DOI: 10.1007/978-3-662-43871-8_33

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