Understanding "Quality"

Quality is a major factor in any purchasing decision. Understanding how markets define quality and learning about relevant regulations is a "must" for exporters.

Q. What is a quality standard?

The quality of a product can be defined as its "fitness for use". Managing for quality assures that customer requirements are met with satisfaction, conforming to established requirements.

A "standard" is a document established by a consensus process, prescribing the requirements to be fulfilled by a product, process, or service and approved by a recognized body.

The purpose of standardization is:

• At the enterprise level: to promote profitability.

• At the international level: to promote trade and improve worldwide health, safety and environmental levels.

There are three types of quality standards:

• A service standard specifies the requirements to establish its fitness for purpose.

• A product standard specifies the requirements to establish the product's fitness for use. It details the various characteristics, or parameters which a product must meet if it is to conform to a specified standard, or to customer requirements. This conformity is ascertained by a recognized certification body through periodic surveillance of the enterprise's output.

The terms "product standard" and "quality standards" should not be confused. A firm can set any quality level for its products on the basis of marketing considerations and customer requirements.

• A quality systems standard defines the method of managing quality in an organization. It helps an organization to consistently achieve quality levels. The quality system of an organization comprises:

- Organizational structure

- Procedures

- Processes

- Resources.