Importance Of Perceived Quality In Nissan

Perceived Quality

Nissan's quality enhancement program clearly illustrates the quality enhancement target and techniques to be employed in achieving them.

The aim of this program is to gain a thorough customer understanding for Nissan to become capable in providing customers with products possessing unparalleled attractiveness.

Below are examples of activities exercised at Nissan in achieving these goals:

1. Understand customer sensitivity via meticulous researches of what people find to be attractive to deliver competitive products to customers.

2. Deliver high quality automobiles by paying close attention to the details and to their treatments.

3. Incorporate attractive Perceived Quality items ahead of competitors based on forecast of future

That means “perceived quality is defined as a measure of belief”.

So – if consumers believe you are the best, then you are. Regardless of the measures you may put in place. Regardless of what the critics might say. Or the awards you may have received.

For those of us who believe in the power of intangibles, this makes complete sense on reflection but it also contrasts with how we probably believe quality should work – or tell ourselves it does work. “Why can’t they see that our goods are better?” is a question I get asked a lot.

Quality doesn’t speak for itself. It speaks to each consumer in their own particular way, and the authors quote David Aaker to explain why.

According to Aaker, perceived quality is generated by each buyer’s perception of up to seven elements. In evaluating these quality elements, consumers literally make up their mind about whether what you’re saying matches the qualities they’re seeing. Just as importantly, these elements are how they decide to choose your qualities over the qualities of others:

If it’s a product, Aaker says your customers evaluate on:

1. Performance

2.

An evaluation of washing machines by a Consumer Report expert may be competent and unbiased, but it must make judgments about the relative importance of features, cleaning action, types of clothes to be washed, and so on that may not match those of all customers. After all, customers differ sharply in their personalities, needs, and preferences.

Perceived quality is an intangible, overall feeling about a brand. How-ever, it usually will be based on underlying dimensions which include characteristics of the products to which the brand is attached such as reliability and performance. To understand perceived quality, the identification and measurement of the underlying dimensions will be useful, but the perceived quality itself is a summary, global construct. DIMENSIONS OF PERCEIVED QUALITY: THE PRODUCT CONTEXT

1. Performance: How well does a washing machine clean clothes?

2. Features: Does a toothpaste have a convenient dispenser?

3. Conformance with specifications: What is the incidence of defects?

4. Reliability: Will the lawn mower work properly each time it is used?

5. Durability: How long will the lawn mower last?

6. Serviceability: Is the service system efficient, competent, and convenient?

7. Fit and finish: Does the product look and feel like a quality