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    Handouts of Quality

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    Siddhi Pisal
    Quality is a complex concept with no single definition. It can be defined in many ways depending on perspective, such as meeting specifications, meeting or exceeding customer expectations, or being free from defects. Quality can be viewed from the perspective of the product itself, the user, manufacturing processes, or overall value. Key aspects that define quality include fitness for use or purpose from the customer's viewpoint, meeting features and design specifications, being durable and reliable, and conforming to standards. How quality is perceived depends on factors like price, technology, aesthetics, product lifespan, return policies, and brand reputation.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Handouts of Quality

    Uploaded by

    Siddhi Pisal
    48 views8 pages
    Quality is a complex concept with no single definition. It can be defined in many ways depending on perspective, such as meeting specifications, meeting or exceeding customer expectations, or being free from defects. Quality can be viewed from the perspective of the product itself, the user, manufacturing processes, or overall value. Key aspects that define quality include fitness for use or purpose from the customer's viewpoint, meeting features and design specifications, being durable and reliable, and conforming to standards. How quality is perceived depends on factors like price, technology, aesthetics, product lifespan, return policies, and brand reputation.

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    Handouts of quality

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    Quality is a complex concept with no single definition. It can be defined in many ways depending on perspective, such as meeting specifications, meeting or exceeding customer expectations, or being free from defects. Quality can be viewed from the perspective of the product itself, the user, manufacturing processes, or overall value. Key aspects that define quality include fitness for use or purpose from the customer's viewpoint, meeting features and design specifications, being durable and reliable, and conforming to standards. How quality is perceived depends on factors like price, technology, aesthetics, product lifespan, return policies, and brand reputation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    48 views8 pages

    Handouts of Quality

    Uploaded by

    Siddhi Pisal
    Quality is a complex concept with no single definition. It can be defined in many ways depending on perspective, such as meeting specifications, meeting or exceeding customer expectations, or being free from defects. Quality can be viewed from the perspective of the product itself, the user, manufacturing processes, or overall value. Key aspects that define quality include fitness for use or purpose from the customer's viewpoint, meeting features and design specifications, being durable and reliable, and conforming to standards. How quality is perceived depends on factors like price, technology, aesthetics, product lifespan, return policies, and brand reputation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 8

    WHAT IS QUALITY

    Quality is a complex concept. There is no single definition that can cover all the
    aspects of quality. The term is used differently. Each definition reflects a different
    perspective. Companies and their employees will have to understand how quality
    affects the organization, consumer behavior and market competition.

    Dictionary meaning of quality

    According to Webster‟s II New Revised University Dictionary, „quality is an


    essential character: nature, an ingredient or distinguishing attribute: property, a
    character trait, superiority of kind, degree of grade or excellence‟.

    Quality concept according to people

    Concept of quality differs from person to person, for some

     It can be meeting a specification or confirming to specifications


     Meeting or exceeding customer expectations
     Best money can buy
     Absence of any defect
     Craftsmanship

    Quality based on product, user, manufacturing and Value

    According to Dr. Garvin, quality can also be defined as

     Product based-It focuses on quality as a precise and measurable variable of a


    finished product. When designers are planning a product they have to keep a
    track on all the physical aspects of the garment that affects the quality of the
    end product in terms of raw material, proper sewing, seaming and finishing.
    This will help in achieving pre-established quality level of a brand,
    consumer satisfaction and price point.
     User Based-It focuses on quality as something that a consumer wants
    according to their requirements and expectations. When a consumer is
    planning to buy a product they will have certain criteria in regards to
    aesthetics, performance and function which should be considered while
    designing.
     Manufacturing based-It focuses on quality as meeting specifications,
    conformance to the required standards. It is the duty of the manufacturer to
    stick to the required or stated standards and specifications so that the target
    consumers can be satisfied.
     Value based-It focuses on quality in respect to the cost or price of a product
    or service. A consumer‟s perception of value is based on the usage and
    benefit of that product throughout a lifetime.

    Quality as Fitness for Use

    Another definition given by Dr. Joseph M.Juran is “Fitness for use” It states that
    the companies should judge the fitness for use of a product from a consumer‟s
    viewpoint and not from a manufacturer‟s or seller‟s viewpoint. Fitness for use
    takes into consideration about the design of the product, its features, and
    workmanship. For a garment to be fit following aspects should be considered:

     An item with those features that customers prefer is a quality item, for
    example if a consumer wants a shirt which does not require ironing or
    pressing, then they will buy a durable press shirt and will pay extra for
    the added feature.
     It must be free from defects such as stains, fabric defects, open seams,
    untrimmed threads, misaligned buttons, defective zippers, etc.
     It must perform satisfactorily in normal use, meaning that a garment must
    be able to bear normal washing/dry cleaning/pressing cycles without
    color loss or shrinkage. The seams must not come apart and fabric must
    not tear, etc.
     It must fit properly for the labeled size
     Should be of the prevailing fashion
     Safety of the product is also important for example if we are talking
    about children's sleepwear than Flammability is a primary safety concern.

    ISO definition of Quality ISO, an international body for formulating standards,


    has defined quality as: “Degree to which a set of inherent characteristics fulfills
    requirements” where degree refers to a level to which a product or service
    satisfies. Depending on the level of satisfaction, a product may be termed as
    excellent, good or poor quality product and Inherent characteristics refers to
    those features that are a part of the product and are responsible to achieve
    satisfaction.

    EIGHT DIMENSIONS OF QUALITY

    According to Dr.Garwin, an expert in the area of quality suggests that quality can
    be defined in terms of eight dimensions. Knowledge of these eight dimensions will
    give an insight to the designers in better understanding of consumer‟s expectations
    while developing a quality product.

    1. Performance: It involves the various operating characteristics of the product. It


    combines product and user based approach and focuses on product attributes. For
    example woven and knits are used for different product categories so quality can
    be only judged on their application for a specific product. The performance of a
    product often affects the profitability or reputation of the end-user.

    2. Features: These are characteristics that supplement to the basic operating


    characteristics and it enhances the appeal of the product or service to the consumer.
    Many style and designs are categorized as features. The features are dependent on
    individual preferences. For example some women want pockets in the tunics as an
    additional feature but others will feel that it is increasing the bulk in hip area.

    3. Reliability: Reliability refers to the possibility of a product‟s failing within


    specific period of time. It is a very important aspect for durable goods asotherwise
    the maintenance will become more expensive to consumers. Apparels are
    considered as semi durable because the life span of the product is affected by the
    individual‟s use and seasons. For example failure in any of the physical component
    of the product like button, zipper, and embroidery sequins can be one of the factors
    for failure of a product.

    4. Conformance: It is the point to which the product conforms to pre- established


    standards and specifications. All the quality products are required to precisely meet
    the set standards. When a conformance element improves than the quality
    performance also increases. For apparels conformance can mean how well the
    product meets the specifications like size, Matching of checks and plaids at sleeves
    or matching of fabric and trims for colour.

    5. Durability: It measures the length of time that a product performs before it gets
    deteriorates and a replacement becomes necessary. Durability is determined by the
    individual consumers as they decide when the product deteriorates to the point
    where it is no longer useful. For example denim jeans durability will be dependent
    on the color loss by laundering and abrasion and on the style which is in the
    fashion.

    6. Serviceability: Serviceability refers to the swiftness, courtesy, proficiency and


    ease in repair when the product breaks down and is sent for repairs. Serviceability
    in apparels is closely related to the wash ability like will it retain its dimensional
    stability or colorfastness after laundering?
    7. Aesthetics: Aesthetic is comparatively subjective in nature and refers to its
    impact on the human senses such as how it looks, feels, smells and so on,
    depending upon the individual‟s personal preferences. It is a user based approach
    of quality. For apparels it means how well clothing drapes and fit. It depends on
    aspects like hand, weight, texture, colour and fashion.

    8. Perceived quality: An equally important dimension of quality is the perception


    of the quality of the product in the mind of the consumer. Customers do not have
    complete information about the product at the point of purchase. They are rarely
    aware about the material and technology used. Hence they rely on brand
    ambassadors, the advertisement or on the country of manufacture. For example
    Amitabh bachchan is brand ambassador of Reid and Taylor so a consumer who is
    looking at buying menswear will automatically be pulled towards that brand.

    PERCEPTIONS OF QUALITY

    Lot of factors may sell a product for the first time but quality is something that will
    keep the customer attached to it for second time, third time and may be forever as
    the quality will lead to customer satisfaction. Everybody from designers to
    manufacturer to retailers must understand the importance of dimensions of quality.
    There are many factors that affect the consumer‟s perception

    1) Price-According to consumer‟s anything which has higher price will be good. It


    is one of the factors that affect the quality of a product on the basis of its price. On
    the one hand, consumers appreciate a bargain and are often expected to favor an
    economically-priced item. But On the other, consumers may perceive that an
    inexpensive item is cheap, ultimately damaging a consumer's view of a product
    even if the product remains the same with or without change in price.

    2) Technology-Any product has to be updated with the latest technology to be


    appreciated by the consumer. For e.g. A garment for an office wear should not get
    wrinkles so technically we have to give that fabric a wrinkle resistant finish.
    Consumers want aromatic garments for which microencapsulation is done in which
    small capsules of aroma are inserted in fabric.
    3) Psychology-A garment having a reasonable price and technology may not be
    appreciated by consumer if it is not aesthetically good. You cannot sell a garment
    which is not in fashion as it will make a consumer look outdated.

    4) Time Orientation-According to consumers it is all about the durability of the


    garment. How much time a garment will last is very important. If we are buying a
    party wear and denim we would expect the denim to last for a longer period of
    time then the party wear because in party wear we are looking at aesthetics more.
    So the perception of buying changes with the product.

    5) Contractual-This is related to the ease of refund policy of the store or product


    guarantee and warranty. If a consumer is getting an assurance on ease of repair of a
    product then it would increase the quality also. If a consumer feels that they
    receives extra attention when encountering a problem with a product, that
    consumer is somewhat more likely to trust the brand or product knowing that the
    manufacturer provides a quick and effective response to problems.

    6) Ethical-Most of the brands use advertising as important marketing tool but they
    have to be honest in promoting it. The courtesy and approach of sales personnel
    will also affect consumers quality perceptions.

    Why quality is important?

    Apparel manufacturers are facing lot of challenges in today‟s global environment.


    Some of the challenges are that consumers are demanding a cheap product which
    should work satisfactorily. Companies like mango are working faster so much so
    that their clothes from studio to shelves are done in around four weeks which is a
    very less time for production, people are looking for customized clothing, rising
    costs of material, labour, transportation etc. All of these challenges can be met by
    becoming a good quality apparel manufacturer who keeps on continuously
    improving the quality of overall business operations.

    Quality is important simply because it has significant impact on the profitability of


    any company. Improved quality with improved design will allow a company to
    have higher sale price and earn high profit margin.In case quality of the product
    and processes is not being controlled from beginning to end it will cause
    followings:
     High alteration and rejection of the product
     Requirement of extra manpower and time for repair work
     Company may lose customers as well as Brand Value
     Low motivated employees
     Delay in production completion
     Ultimately production cost will increase.

    Benefits of Quality
    According to various reports and articles [Business week, 1982; Buzzel, and
    Henry, 1974; Buzzel and Wiersema, 1981] have indicated six benefits of quality:
     Greater market Share: If all the quality parameters are followed
    appropriately then the product will be able to satisfy the consumer needs and
    will result in the growth of the company and ultimately it market.
     Premium price-If the design has improved design features then a company
    can charge higher sale price and consumers will also readily pay for it.
     Reduction in production cost and Higher earnings-Improved quality
    through reduction in defects will lower the waste, scrap and labour cost
    while improving productivity and then resulting in higher profit.
     Loyal customers: If the customer is satisfied with the product quality they
    will maintain their loyalty with the brand/ product.
     Highly encouraged employees: If the company shares are constantly
    increasing by maintaining the quality of the product then the people who are
    involved in it will feel encouraged and will keep working positively for the
    development of the company.
     Increased sales: The production of quality products will help in attracting
    more customers for the product thus increasing sales. It will help in
    maintaining existing demand and creating new demand for the product.
    Check your progress

     Select any product and discuss your perception of a quality related to it.
     Select two garments and explain which one is better in your opinion and
    why.
     Use an apparel product from your wardrobe and analyze them from the
    changes which could have changed your satisfaction.

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