Vertical:From the left side, we find all the quality characteristics used
in the supplier chain from the retailer ending with the seed breeder/
developer; in other words, how each of the participants uses different
attributes for defining and controlling the quality of the fruit and
vegetables.
The central part:In this example the relationship matrix consists of
16 different matrices; I assume that the six matrices in the lower-left
part are irrelevant as only very powerful suppliers are able to impose
conditions on the succeeding partners in the distribution chain. Reading
the rest of the central matrix from the left, the consumers’ needs and
wants have to be considered by the retailer (R), the wholesaler (W), the
grower (G) and the seed supplier (S) in order to maximize consumer sat-
isfaction. In the same manner, R’s requirements have to be considered
by both W, G and S, and W’s by the G and S. Finally, G, of course, im-
poses additional requirements on S. Reading the central matrix from the
top, the four parts represent each part in the distribution chain and the
total of needs, wants and requirements that they have to consider and
the quality characteristics they may use to match the different require-
ments. The right part of the figure is unique for each participant as they
all have different customers and competitors; e.g., S would compare C’s
perception of different varieties while R would compare C’s perception
of fruit and vegetables in different retail stores.
The roof:We find several interesting relationships here. The first level
(the four triangles) represents each of the relationships between the qual-
ity parameters used by each participant in the chain. The second level
(above the triangles) represents the relationship between the quality at-
tributes used at customer and supplier level. The third level represents
the relationship between the quality attributes for two participants with
a part in between. Finally, the fourth level represents the relationship
between the quality parameters used by R and the first part in the chain,
S. The roof could be filled in with positive and negative relationships,
leaving empty cells where there are no relationships.
If we assumed that R had a perfect knowledge of the consumer needs
and perfect translations to attributes in all parts of the chain, the se-
quential approach would be appropriate and we would only need the
four matrices C-R, R-W, W-G, G-S in the central part. In this case the
decisions made by others than R are based solely on indirect informa-
tion on consumer needs—an approach with high risk of failure in the
decision process.
On the left side of the roof, reading from the bottom to the top, we
Translation of Consumer Needs 213