APPLICATION OF THE QFD METHOD IN A SMALL COMPANY IN THE AROMATIC CANDLE BUSINESS

This article examines the prerequisites for scented candles from a company in the Northern Region of Santa Catarina for the application of the Quality Function Deployment (QFD) method, using the inductive research methodology through online sales data collection. Research was conducted on e-commerce platforms Amazon, Shopee, and Mercado Livre to identify the most popular products and customer needs. The analysis of the results indicated that customer reviews and comments played a crucial role in product selection and positioning within the marketplaces. The findings revealed that customer preferences vary between platforms, requiring adaptation to each platform's specificities. The analysis was carried out using the Quality Function Deployment method applied to a candle-making company. The QFD matrix allowed the prioritization of requirements, identifying fast delivery and correct scent as key factors for customer satisfaction. This information enables the microenterprise to allocate and manage its resources efficiently, aiming to maximize customer satisfaction and gain a competitive edge. Additional studies are suggested on marketing strategies, packaging, and product presentation to increase visibility and customer loyalty.