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Consumer vs. Producer Perceptions of Quality

Lesson Transcript
Instructor: Jennifer Lombardo

Jennifer Lombardo received both her undergraduate degree and MBA in marketing from Rowan University. She spent ten years in consumer marketing for companies such as Nielsen Marketing Research, The Dial Corporation and Mattel Toys. She is currently an adjunct professor of marketing at Rowan University and a social media marketing consultant.

When it comes to quality, consumers and producers often have different perceptions of what a quality product looks like. Learn about these different views on quality. Updated: 11/09/2021

Quality Perspectives

Josie just bought herself a brand-new Health Watch. She is hoping that her $300 investment lasts and that the watch is of good quality. Pear Products is the manufacturer of the Health Watch, and they believe their product has been manufactured to be a high-quality product. Do you think Josie's perspective on quality is the same as Pear Products'? In this lesson we will explain how consumers and producers each have a different perspective on quality. Let's first examine Josie's view regarding the term quality.

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  • 0:01 Quality Perspectives
  • 0:41 Consumers' View of Quality
  • 2:19 Producers' View of Quality
  • 3:37 Lesson Summary
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Consumers' View of Quality

When Josie refers to her Health Watch as having good quality, she is communicating two perspectives of quality, which are fitness for use and quality of design. In regards to fitness for use, she wants her watch to do what it is supposed to do. What this means is that Josie expects for the watch to tell time and run the applications that it was advertised to have supported.

In addition, she expects quality of design in that there are specific quality elements that have been instilled in the product. Josie also wants her watch to look cool while performing all of its functions. Many times, the quality of design perspective is communicated through a higher price and sleek marketing.

Josie also expects these quality elements to exist in any services she purchases, such as haircuts, lawn care and babysitting. Let's look at another example with Josie purchasing a service.

Josie usually patronizes an upscale salon to get her hair cut and styled. Today she was in a rush and she stopped in for a $15 cut at Cut & Go. Both of her service experiences provided fitness for use in that she ended up with a haircut. When it came to a quality of design perspective, though, Josie felt that her upscale salon provided her additional quality elements that surpassed her Cut & Go experience. These were things such as free neck massage, free coffee, extra hot oil treatment and a more modern cut for her look.

In summary, consumers generally will pay for the type of product or service that they can afford. If the consumer is happy with their purchase and feels that they are getting what they paid for, the product or service is deemed quality in nature.

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