Introduction - Quality & its definitions

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QualityApparel Standards Specifications and Quality Control

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What is Quality ?

Quality is unusually slippery and difficult to come ingrips with and therefore, someone has said,Quality is something I know when I see it.

Quality is essential character; nature; an ingredientor distinguishing attribute; property, a charactertrait, superiority of kind, degree of grade orexcellence.

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What is Quality ? Contd..

Quality is a complex concept. No single definitionaddressess all the dimensions, areas of impactand concerns relating to quality.

The term quality is used in many ways for manyreasons.

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Answers for Quality from DifferentPeoples

Quality means different things to different people.

The answer from different people may be

The best money can buy

Meeting a specification or conformance tospecifications

Craftsmanship

The degree of excellence

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Meaning of Quality

Quality can also mean meeting or exceedingcustomer expectations all the time.

The key here is know accurately customerexpectations on a continuing basis because unlessyou know customer expectations how can you

meet or exceed them ?

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Expectations of Quality

The expectations of Quality and the ability todistinguish various quality characteristics also varyfrom one group of customers to another.

Generally more educated and sophisticatedcustomers, the expectations of the quality will bemore specific.

JOHN RABBITT defines quality as the ability toexceed a customers expectations whilemaintaining a cost competitive market position

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David A Garvins Definitions of

Quality

Gravin proposed that a definition of Quality can beof

(a) Product Based (b) User Based

(c) Manufacturing Based

(d) Value Based

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Product Perspective

A product quality is represented by total set ofprecise and measurable characteristics orcomponents of a finished product.

Differences in product quality can be attributed todifferences in components or characteristics.

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Example

Two measures can be used to characterize the quality of thewoven fabrics

(1) Weight in GSM or oz/yd2

(2) Yarns / inch in warp and filling.

These characteristics of the weight and count are linked tothe yarn and weaving costs, but do not necessarily implybetter products.

Clearly these common measures of quality are notnecessarily directly related to consumer satisfaction

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Manufacturing based (ProducerPerspective)

From a producer or manufacture perspective,quality is defined as consistent conformance tospecifications and standards.

When a product meets a companys standards andspecifications, it has achieved the desired qualitylevel.

The desired level may be high, low or medium orat any point in between the extremes of continuum.

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Manufacturing based (ProducerPerspective)

The producer oriented definition of qualityaddresses a companys ability to produce productsthat consistently meet predetermined criteria and

can be sold in the market at full price.

Products that meet this level of quality areassumed to produce greater profit and income for

the company

This does not address consumer expectations.

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Customer Perspective

From a customer perspective quality depends onthe dimensions of a product or service that are ofimportant to that user.

A user based definition of quality simply meansthat the quality is whatever the customer says orwants which goes back to meeting or exceeding

customers requirements and expectations

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Customer Satisfaction

Customer satisfaction is a basic underlyingprinciple of total quality management (TQM).

Several definitions of TQM focus on an integrated,continuous improvement process that involveseveryone in the organization.

Satisfying business objectives forms thefoundation for customer satisfaction.

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The Deming Cycle

W.Edwards Deming maintained that quality is theresponsibility of the management.

The Deming Cycle links the production, target

markets and business objectives, is a five stepapproach.

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The Deming Cycle 5 Step

Approach

TheDemingCycle

Check

Act

AnalyzePlan

DO

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(1). Conduct consumer research. Use results in theplanning the product

(2). Produce the product.

(3). Check the product. (4). Market the product.

(5). Analyze the product.

16The Deming Cycle 5 Step

Approach


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Business Objectives Vs. Customer Satisfaction

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Satisfaction of business objectives

Satisfaction of

requirements

Losses Benefits

Quality Value Cost

Customer Satisfaction


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Value based definition of Quality

A value based definition of quality takes intoconsideration cost or price of a product or service.

Form a value based approach, quality products arethose that perform at acceptable prices or conformat acceptable costs.

The question from the customers view point is

what is the value of this product or service to us ?How valuable is a given product or service ?

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Garvins Eight Dimensions of

Quality

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Performance

Features

Reliability

Conformance

Durability

Serviceability

Aesthetics

Perceived Quality


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Performance

Performance is based on the primary operatingcharacteristics of a product.

Examples

A rain coat should be a water repellent,

A mosquito net should not allow mosquito to enterinside.

A pen should be writeable

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Features

Features of a product are those secondarycharacteristics that supplement a product basicfunctioning.

Examples

baby clothing should be dressing ease, softness,durability, safety

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Reliability

Reliability refers to the probability of productsmalfunctioning or failing within a specified period oftime.

We depend on, demand, and expect reliable products. It takes a long time for a company to build up a reputation for

reliability, and only a short time to be branded as "unreliable"after shipping a flawed product.

Reliability is "quality changing overtime

Reliability is a major economic factor in determining a product'ssuccess

Sometimes equipment failure can have a major impact onhuman safety and/or health. Automobiles, planes, life supportequipment, and power generating plants are a few examples.

Some failures have serious social consequences and this

should be taken into account when planning reliability studies

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Conformance

Conformance refers to the degree or extent towhich a products design and operatingcharacteristics meet pre-established standards.

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Durability & Serviceability

Durability means the length of time a product willlast or product life.

Serviceability refers to the speed, courtesy,competence and ease of repair of a product.

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Aesthetics & Perceived Quality

Aesthetics refers to how a product looks, feels,sounds, tastes or smells.

Perceived Quality refers to what consumers perceive to bethe quality of a product based on image, advertising, andbrand name reputation

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Why do we buy a product?

We buy a product primarily because we want to use thatproduct.

Now, if the product we bought has some deficiency, whathappens ? We cant use it, so, in that case can we say that

the product we could not use is defective ..

Therefore quality can be defined in the terms of FITNESS

FOR USE

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Fitness for Use concept inGarments

It should be free from defects such as stains, material (fabric)defects, open seams, loose hanging (untrimmed) threads,misaligned buttons and button holes, defective zippers, etc.

It must fit properly for the labeled size

It must perform satisfactorily in normal use, meaning that agarment must be able to withstand normal laundering / dry-cleaning/pressing cycles without color loss or shrinkage

seams must not come apart, fabric must not tear, etc.

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Introduction - Quality & its definitions