Product Quality in Consumer's and Firms' Perspectives (La Qualita Del Prodotto Nelle Prospettive Del Consumatore E Dell'Impresa)

Abstract

This paper focuses on the concept of product quality. Although the term quality seems self-explanatory, in practice there are many different definitions and point of views of its meaning. No one definition of quality fits in every situation because each definition has both strengths and weaknesses in relation to criteria such as managerial usefulness and consumer relevance. In this article, several concepts of quality like objective (quantitative) quality, perceived quality, expected quality, desired quality, fitness for use, conformance to specifications, are introduced and discussed.

Firstly the point of view of consumers is analysed, in relation to the purchase process. From this perspective, product quality is determined by what the customers want and are willing to pay for. Since consumers have different product needs, they will have different quality expectations.

Then the point of view of firms is examined as well. All the business activities should work in order to achieve the desired quality and attain a competitive advantage. The links and the gaps existing among the different concepts of quality are analysed in a model, which put in evidence the different roles of the business activities involved (market research, product development, communication, production & logistics, etc.), with the aim of reducing the gap between desired and perceived quality.

Note: Downloadable document is in Italian.

Keywords: Product quality

JEL Classification: M31