7/31/2019 Quality is defined by the buyer- Does your product fit
the Customer need?
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Many businesses small and large, have realized the hard way,
that it is the customer who defines quality and different customers
may have varying needs from a service or a product that is offered.
An important criterion which defines and decides quality is to what
extent the product meets and satisfies the particular needs of the
buyer. A product is considered to be of poor quality when it falls
short of meeting the performance expectations of the customer.
However, it is truethat a product that exceeds performance
expectations is also considered as poorquality. In general the
quality of a product is determined by the degree to which it is
capable of fulfilling the customers needs. Thus a product that
produces 20,000 units per hour when the buyer needs one that
produces only 5000 units perhour is not a quality product, in that
its extra capacity is unnecessary in terms of meeting the buyers
usage of the product and the expectations. Many businessbuyers pose
the question Do we really need the latest very expensive equipment
model for everyone? And most of the time the answer is no. The
moderately priced machines will work just as well.This relationship
between price and quality plays a significant role in marketing in
developing economies. Standard quality requirements of industrial
productssold in the markets of developed countries that command
higher prices may be completely out of line for the needs of the
less developed markets. A product whichpossesses features that are
labor saving has little or no importance where labor is easily
available. Such features which are of not much advantage to the
buyer do not contribute to enhancing the quality rating of a
product. This does notmean that quality is not important or that it
is not sought in developing markets. It is a strong indication that
these markets need products that are designed
to meet their specific needs rather than products designed for
higher expectations and greater parameters of usage. This is
especially true if the added features result in increasing the
price of the product.
Hence when a product is designed it is essential to view it from
all aspects ofuse. Products which claim to be universally operable
often encounter problems inextreme variations in climate. Products
that function effectively in Western Europe may require major
design changes to operate as well in the hot dry Sahara region or
the humid tropical rainforest regions. Manufacturers need to take
intoaccount many variations when making products that will be
functional in far flung markets.
Against the scenario of todays tough competition, it is
imperative for every comp
any to consider the nature of its market and the appropriateness
of the design of its products. To deal with the competition in an
effective manner, care shouldbe taken to ensure that the product is
not over engineered and overpriced and moreover, made available at
a competitive price. For a product to be a success itis essential
that it exactly fits a customers needs advanced technologically
forsome segments and less sophisticated for others, while retaining
its original quality. Indeed more and more frequently customers
opinions are valued in all aspects of the product development
process, from generating new ideas to prototype testing.
So for your product to fit the customers need the following
rules apply
Align your product to the customers requirement
Give the customer what is needed- dont exceed the expectations
in the name of qualitySatisfy the need of the customer with a
choice of products for small and large businessesAdapt the product
technology to make it affordable both to large and small
segments.Avoid over pricing and over engineering- at increased
costs- The customer takesonly what he needsThe concept of quality
encompasses many factors and the perception of quality rests solely
with the customer. Keep the customer satisfied. A product which
refle
7/31/2019 Quality is defined by the buyer- Does your product fit
the Customer need?
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cts the needs and expectations of the buyer- no more, no less is
a quality product.
Entrepreneurial LearningThe article talks of quality and how it
affects the buyer, and how the action ofthe buyer affects the
seller. The relationship between price and quality playsa
significant role in marketing in developing economies. Standard
quality requirements of industrial products sold in the markets of
developed countries that command higher prices may be completely
out of line for the needs of the less developed markets. For a
product to be successful it is essential that it exactly fits a
customers needs advanced technologically for some segments and less
sophisticated for others, while retaining its original quality.
Read more!http://www.kuzabiashara.co.ke
