Involving consumers in assessing the quality of goods
Posted: Tue Dec 24, 2024 12:10 pm
By attracting the attention of buyers to assess the quality of the product, several important tasks can be solved. Let's consider some of them:
Determining the advantages and disadvantages of a product from the customer's perspective.
A study of differences in product perception between producers and consumers.
Repositioning a product by emphasizing its other benefits that may be more important to buyers (or directing the product to another market segment where it may be more in demand).
It is important not to overestimate the importance of albania email list 215428 contact leads consumer evaluation, since the client, as an individual, describes the product based on his feelings and does not have all the necessary information about the various indicators. Often, products that customers like are of low quality from an expert point of view.
Focus group testing
Source: shutterstock.com
But the manufacturer cannot ignore consumer assessment, especially if its goal is not only to ensure proper product quality, but also to satisfy customer needs.
Let's consider the quality profile model proposed by the famous Japanese scientist N. Kano. He identified three levels: basic, required and desired.
The basic profile (basic quality) represents qualitative or quantitative parameters that are inseparable for the consumer. They are not discussed, as they are fundamental (for example, an automatic switch for an electric kettle, a car safety guarantee, etc.).
Compliance with standard requirements is also a key parameter.
Basic indicators have a low weighting factor, but can have a significant impact on consumer perception of the product and the overall impression of the product.
The required profile (the required quality that is directly assessed by the consumer) usually has an average weighting factor. For example, the fuel efficiency of a vehicle, the noise level of equipment, etc.
The desired profile (desired quality) is the characteristics that define unexpected values. These are the properties of the product that the consumer has never known. These can be both qualitative and quantitative parameters that have a high weighting factor and add new levels of functionality or satisfaction. For example, a new option in a car that was previously unavailable.
If a manufacturer can take into account the desired profile, then most likely they have the opportunity to develop their business through innovation. Such companies stand out from their competitors and have a good reputation.
Read also!
"Examples of Marketing Strategies: From Apple to Barack Obama"
Read more
Example of product quality assessment
Let us analyze the integrated technical and economic indicator of the quality level of new production equipment compared to the reference model. The main goal is to evaluate both models taking into account their operating parameters and costs.
Quality indicator The value of the equipment under study The importance of reference equipment
Annual productivity with continuous operation, number of parts 35,000 30,000
Duration of downtime due to failures, hours. 3 5
Cost of equipment, rub. 300,000 250,000
Annual repair costs, RUB. 5,000 5,000
Other annual operating costs, RUB. 50,000 30,000
We calculate the annual useful effect from using the equipment taking into account the downtime due to failures. In other words, we determine the number of parts produced by each machine per year. For the equipment under study: W = 35,000 * (1 – 0.03) = 33.95 thousand parts. For the base machine: W = 30,000 * (1 – 0.05) = 28.5 thousand parts.
After this, we calculate the integral indicators of product quality. For this, the following formula is used:
Qin = W / Ks + Ze
where W is the total useful effect from use; Кс is the cost of the machines; Зэ is the operating costs. The integral indicator of the equipment under study: Qин = 33.95 / (300 + 55) = 0.095 thousand parts/rubles. The same parameter for the reference machine is: Qин = 28.5 / (250 + 35) = 0.1 thousand parts/rubles.
Now let's evaluate the quality level of the equipment under study in comparison with the reference: Уин = 0.095/0.1 = 0.95
The improved version of the machine has higher performance characteristics. This makes it possible to produce more parts per unit of time, but the price of the equipment and the costs of repair and maintenance of such a machine will be higher. Therefore, the standard version is more profitable for the company.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Ne
Determining the advantages and disadvantages of a product from the customer's perspective.
A study of differences in product perception between producers and consumers.
Repositioning a product by emphasizing its other benefits that may be more important to buyers (or directing the product to another market segment where it may be more in demand).
It is important not to overestimate the importance of albania email list 215428 contact leads consumer evaluation, since the client, as an individual, describes the product based on his feelings and does not have all the necessary information about the various indicators. Often, products that customers like are of low quality from an expert point of view.
Focus group testing
Source: shutterstock.com
But the manufacturer cannot ignore consumer assessment, especially if its goal is not only to ensure proper product quality, but also to satisfy customer needs.
Let's consider the quality profile model proposed by the famous Japanese scientist N. Kano. He identified three levels: basic, required and desired.
The basic profile (basic quality) represents qualitative or quantitative parameters that are inseparable for the consumer. They are not discussed, as they are fundamental (for example, an automatic switch for an electric kettle, a car safety guarantee, etc.).
Compliance with standard requirements is also a key parameter.
Basic indicators have a low weighting factor, but can have a significant impact on consumer perception of the product and the overall impression of the product.
The required profile (the required quality that is directly assessed by the consumer) usually has an average weighting factor. For example, the fuel efficiency of a vehicle, the noise level of equipment, etc.
The desired profile (desired quality) is the characteristics that define unexpected values. These are the properties of the product that the consumer has never known. These can be both qualitative and quantitative parameters that have a high weighting factor and add new levels of functionality or satisfaction. For example, a new option in a car that was previously unavailable.
If a manufacturer can take into account the desired profile, then most likely they have the opportunity to develop their business through innovation. Such companies stand out from their competitors and have a good reputation.
Read also!
"Examples of Marketing Strategies: From Apple to Barack Obama"
Read more
Example of product quality assessment
Let us analyze the integrated technical and economic indicator of the quality level of new production equipment compared to the reference model. The main goal is to evaluate both models taking into account their operating parameters and costs.
Quality indicator The value of the equipment under study The importance of reference equipment
Annual productivity with continuous operation, number of parts 35,000 30,000
Duration of downtime due to failures, hours. 3 5
Cost of equipment, rub. 300,000 250,000
Annual repair costs, RUB. 5,000 5,000
Other annual operating costs, RUB. 50,000 30,000
We calculate the annual useful effect from using the equipment taking into account the downtime due to failures. In other words, we determine the number of parts produced by each machine per year. For the equipment under study: W = 35,000 * (1 – 0.03) = 33.95 thousand parts. For the base machine: W = 30,000 * (1 – 0.05) = 28.5 thousand parts.
After this, we calculate the integral indicators of product quality. For this, the following formula is used:
Qin = W / Ks + Ze
where W is the total useful effect from use; Кс is the cost of the machines; Зэ is the operating costs. The integral indicator of the equipment under study: Qин = 33.95 / (300 + 55) = 0.095 thousand parts/rubles. The same parameter for the reference machine is: Qин = 28.5 / (250 + 35) = 0.1 thousand parts/rubles.
Now let's evaluate the quality level of the equipment under study in comparison with the reference: Уин = 0.095/0.1 = 0.95
The improved version of the machine has higher performance characteristics. This makes it possible to produce more parts per unit of time, but the price of the equipment and the costs of repair and maintenance of such a machine will be higher. Therefore, the standard version is more profitable for the company.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Ne