Question 4 House of Quality Intercorrelations

= +9 (Strong positive)
O = +3 (Positive)
Us= Milo = -3 (Negative)
A= horlick * = -9 (Strong negative)
B= oveltine

Technical Requiremnts

Menu Standardization

Price standardization
Quality ingredient
Improving R&D

Low fat
1 2 3 4 5
Customer Requirements

Good taste
B A Us 9 2 2 36
Low price
A Us B 8 5 2 80
convenience packaging O
B A Us 7 2 2 28
Nutritional facts B Us A
6 4 1 24
Competitive Assessment

Absolute weight
Competitive Assesment
Us

Us

Us A

B
5

Target value

Sales point
Important
A

Us B
4

Us
B
3

A
B

B
2

sum
1

Absolute weight 102 81 72 79 63 397 Symbols

Absolute factor 0.26 0.20 0.18 0.20 0.16 = 9 (Strong association)
Relative weight 408 324 720 748 252 2452 O = 3 (Somewhat associated)
Relative factor 0.17 0.13 0.29 0.31 0.10 = 1 (Weak association)