Featured image by Mary Eiloha Varquez
Every buyer prefers and needs a quality product. But in the context of physical product form, quality is not as simple as you think and as it may appear. In fact, different people perceive the term quality different things. My quality standard might not be your quality standard, and vice versa.
While everyone seeks for a quality product, but not all agree that a particular piece or brand has all the quality attributes that we desire. We have different set of standards and different view of a lot of things. With product quality, its ubiquitous in nature could not be questioned. How can you say a product is of quality anyway?
Every business must offer a quality product in order to survive in a very competitive and threatening business world. Even you as well, especially new entrepreneur, you must offer a quality product to gain customer’s trust and loyalty. So let’s get back to the question, how can we say a product is of quality? These eight different competitive dimensions might help us explain what quality is for us.
- Performance – As what most buyers are looking for, performance is the most important basis of your buyers in deciding whether to buy your product or not. Measuring quality in terms of performance or how well your product functions to how it was designed to function is what most people judge about product quality. For example, computers may be judged with respect to their speed and memory, while, camera according to its image quality.
- Reliability – Consumers would always want a convenient, accurate and dependable product performance. That’s when reliability comes in, it’s a quality dimension of how long will your product performs throughout its expected life. It as well considers the number of breakdowns or repairs that your buyer will encounter after purchase. When your consumer experiences several product failures after purchase, most likely, your buyer wouldn’t repeat purchase or might even speak negative word-of-mouth about your products. But, if your buyer doesn’t experience any breakdowns after purchase and only fail after your product expected life expectancy, then customer loyalty will be surely achieved and might also be exposed in a positive word-of-mouth.
- Durability – Most buyers wanted the most worth they could have in purchasing an item. Sometimes, people would ignore the product’s price as long as they get the worth of value they desire. And, durability is what they’re looking for. Durability refers to how long will your product lasts, in other words, the actual life expectancy of your product. For example, a product with a life expectancy of 10 years may be judged by most of your consumers to be of higher durability than one with a projected 5 years life. In other words, the higher the life expectancy of a product, the higher the durability rate, and the lower the life expectancy of a product, the lower the durability rate as compared with the higher life expectancy.
- Conformance – When we say conformance, it refers to your product meeting the description or specifications as designed, as per to your details, or what you claim about your product. You must assure that, what would your consumers experience must be the same experience to what you have told them to be. Claim what is right, always admit your products’ weakness and try to provide alternatives or solutions to it.
- Features – Many consumers inspect your product features well, which are the basis of their decision whether to purchase or not. Your product features corresponds to your products characteristics, the number of functions or tasks your products could perform independent to reliability or durability.
- Aesthetics – Most consumers are attracted to the physical style or design of your products. In other words, aesthetics refers to your product’s formation, design, styling as well as its packaging and materials you used in your product, which is mostly the basis of your customers in judging your product’s quality.
- Serviceability – Offering additional service to your tangible product is one basis of some buyers in judging the product’s quality. Just like the ease of fixing or repairing your product’s breakdowns, warranties, product exchange, etc. Assisting them while choosing and looking for what they need also counts as an additional product service of your tangible goods. Friendly attitude, patience and good interaction of your sales representative would be one good reason of your customers to come back and repeat purchase.
- Perceived Quality – As what we have discussed earlier, your customers are ultimate judges of the product quality according to how they perceive of how well the product meets the people’s own standard of quality and requirements. Different people view different things, meaning different customers have their own different set of standards and requirements of product quality. No people have the same needs, want and demand that is why it is important for you, as an entrepreneur to determine the buying needs of your target market.
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