| Summary: | 碩士 === 遠東科技大學 === 餐飲經營與安全管理研究所 === 107 === Japanese desserts “Wagashi” have been developed at least five hundred years of history. Wagashi was born out of Japanese tradition and it still outshine others in comparison with the variety of desserts around the world. The shape of Wagashi is beautiful but its taste is too sweet. Now modern people are more health-conscious, so there Wagashi needs improvement in its taste. Therefore, in this paper, the customers’ needs toward Wagashi were analyzed by using Main Parameter of Value (MPV) and trend analysis. Firstly, MVP analysis is used to classify current customers’ product/service needs of Wagashi into four categories: important and satisfied, important but unsatisfied (MPV), unimportant but satisfied, and unimportant and unsatisfied. Next, trend analysis and sensory evaluation methods were adopted to explore how Wagashi can be improved in the future for the analyzed MPVs. The research of the paper can be beneficial to dessert operators and developers in enhancing their competitiveness.
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