PRODUCT AND QUALITY

Product definition and description Lecture 2

WHAT IS A PRODUCT?

A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need

Includes: Physical Goods Services (activities, benefits, etc. that are intangible -- do

not result in ownership of a physical good) Events Persons Places Organizations Ideas Combinations of the above

PRODUCT: RESULT OF A PROCESS. (ISO 9000: 2000). THERE ARE FOUR GENERIC PRODUCT CATEGORIES, AS FOLLOWS:

Software consists of information and is generally intangible and can be in the form of approaches, transactions or procedures

Hardware is generally tangible and its amount is a countable characteristics.

Processed materials are generally tangible and their amount is a continuous characteristics. Hardware and processed material often are referred to as

Services: Products, such as an airline flight or insurance policy, that are intangible or at least substantially so. If totally intangible, they are exchanged directly from producer to user, cannot be transported or stored and are instantly perishable. Service delivery usually involves customer participation in some important way, cannot be sold in the sense of ownership transfer, and have no title. Many products comprise elements belonging to different generic

product categories. Whether the product is then called service, software, hardware or precessed material depends on the dominant element.

PRODUCTS, SERVICES, AND EXPERIENCES

Pure tangible

goodPure

service

Soap

Tangible good with

accompanying services

Auto with accompanying repair services

Hybrid offer

Restaurant

Service with accompanying minor goods

Airline trip with accompanying

snacksDoctor’s exam

The Product-Service Continuum

Brandname

Qualitylevel

Packaging

Design

FeaturesDelivery& credit

Installation

Warranty

After-sale

service

Corebenefit or

service

2. Actual ProductThe physical product

or service

1. Core product1. Core productWhat the consumer is

really buying(addresses underlying

need or problem )

3. Augmented ProductAdditional services &benefits (unexpected)

LEVELS OF PRODUCT

Product is a complex bundleof benefits

PRODUCT DESCRIPTION

In practice we can meet with various concepts of characterization and description of product

Sometimes they are direct connected with quality and quality evaluation

Some concepts are very close to each other, Majority of concepts has origin in technical sciences and are

used for technical description of product, i.e. product design and designing production processes

Econom theory approach

Quality management approach

Commodity science and product

management approach

Decription of a product

Product attributes and benefits Product value and utility

Product quality

PRODUCT FEATURES

product characteristics that deliver benefits; we buy products for their benefits.

product characteristics such size, color, horsepower, functionality, design, hours of business, fabric content, etc.

PRODUCT ATTRIBUTES

Words or phrases that express the impressions of or characteristics of a product or service, such as durability, reliability or good taste.

distinctive tangible and intangible features of a product that give it its value to a user.

PRODUCT CHARACTERISTICS technological: raw materials, composition, structure,

size/shape, processing method, storage method, product type;

consumer: convenience, sensory properties, use,nutrition, safety, psychological, social;

market: type of market, marketplace, sales, price, promotion.

PRODUCT FUNCTIONS

Are abstractions of what a product should do There is a limited number of elementary (general ) functions on

a high level of abstraction On them are develop other functions with different mutual

relations Together they built function structure – abstract model of the

new product without material feature such as shape, dimension and material of the parts .

PRODUCT BENEFITS

product attribute expressed in terms of what the user gets from the product rather than its physical characteristics or features.

are often paired with specific features, but they need not be. they are perceived, not necessarily real.

PRODUCT PARAMETERS

Qualitative and quantitative aspects of physical andfunctional characteristics of a component, device, product, or system that are input to its design process

Design parameters determine cost, design, and risk tradeoffs in the item´s development.

PRODUCT VALUES

in marketing can be defined by both qualitative and quantitative measures.

On the qualitative side, value is the perceived gain composed of individual's emotional, mental and physical condition plus various social, economic, cultural and environmental factors.

On the quantitative side, value is the actual gain measured in terms of financial numbers, percentages, and money.

PUTTING THINGS TOGETHER

Many approaches form different fields try to solve the same problem

What makes one product more interesting for customer than others?

What makes customer to be more satisfied from one product to another ?

• Expectations in form of quality perception are one alternative how to approach the same problem

ATTRIBUTES

AN ATTRIBUTE IS A PROPERTY OF A FOOD THAT THE CUSTOMER DESIRES

MOST CUSTOMERS ARE LOOKING FOR MULTIPLE ATTRIBUTES IN A FOOD PRODUCT

ATTRIBUTES ARE EXPECTED TO REMAIN CONSTANT THROUGHOUT THE SHELF-LIFE OF THE PRODUCT

ATTRIBUTES AND BENEFITS

Features-attributes are product characteristics such size, color, horsepower, functionality, design, hours of business, fabric content, etc.

Benefits answer the customer’s question: “What’s in it for me?” Benefit is a product attribute expressed in terms of what the user gets from the product rather than its physical characteristics or features. Benefits are often paired with specific features, but they need not be. They are perceived, not necessarily real.

SPECIFICATION

A detailed description of the features and performance characteristics of a product.

For example, a laptop computer's specification may read as a 90 megahertz Pentium, with 16 megabytes of ram and 720 megabytes of hard disk space, 3.5 hours of battery life, weighing 4.5 pounds, with an active matrix 256 color screen.

To specify a product we need: attributes and characteristics measurement and measurements units

BASIC CLASSIFICATION OF ATTRIBUTES

chemical, physical, biological, sociological, physiological etc. characteristics

CLASSIFICATION OF ATTRIBUTES BASED ON THEIR RELATIONTO PRODUCT CORE

product core attributes product functionality Product reliability product usability including ergonomic attributes product maintability

product environment attributes product compatibility and portability environmental attributes economical attributes psychological and sociological attributes

CHARACTERISTICS AND ATTRIBUTE

according ISO Standard ISO 9216 Information technology --Software product evaluation -- Quality characteristics and guidelines for their use

ISO 9126 sets out six quality characteristics, which are intended to be exhaustive. From this it follows that each quality characteristic is very broad Functionality Reliability Usability Maintainability Portability Efficiency

FUNCTIONALITY A SET OF ATTRIBUTES THAT BEAR ON THE EXISTENCE OF A SET OF FUNCTIONS AND THEIR SPECIFIED PROPERTIES. THE FUNCTIONS ARE THOSE THAT SATISFY STATED OR IMPLIED NEEDS.

Suitability: Attribute of software that bears on the presence and appropriateness of a set of functions for specified tasks. (ISO 9126: 1991, A.2.1.1)

Accuracy: Attributes of software that bear on the provision of right or agreed results or effects. (ISO 9126: 1991, A.2.1.2)

Interoperability: Attributes of software that bear on its ability to interact with specified systems. (ISO 9126: 1991, A.2.1.3) (NOTE -- Interoperability is used in place of compatibility in order to avoid possible ambiguity with replaceability. (ISO 9126: 1991, A.2.1.3)

Compliance: Attributes of software that make the software adhere to application related standards or conventions or regulations in laws and similar prescriptions. (ISO 9126: 1991, A.2.1.4)

Security: Attributes of software that bear on its ability to prevent unauthorized access, whether accidental or deliberate, to programs and data. (ISO 9126: 1991, A.2.1.5)

RELIABILITY A SET OF ATTRIBUTES THAT BEAR ON THE CAPABILITY OF SOFTWARE TO MAINTAIN ITS LEVEL OF PERFORMANCE UNDER STATED CONDITIONS FOR A STATED PERIOD OF TIME.

Maturity: Attributes of software that bear on the frequency of failure by faults in the software. (ISO 9126: 1991, A.2.2.1)

Fault tolerance: Attributes of software that bear on its ability to maintain a specified level of performance in cases of software faults or of infringement of its specified interface. (ISO 9126: 1991, A.2.2.2)

Recoverability: Attributes of software that bear on the capability to re-establish its level of performance and recover the data directly affected in case of a failure and on the time and effort needed for it. (ISO 9126: 1991, A.2.2.3)

MAINTAINABILITY A SET OF ATTRIBUTES THAT BEAR ON THE EFFORT NEEDED TO MAKE SPECIFIED MODIFICATIONS.

Analysability: Attributes of software that bear on the effort needed for diagnosis of deficiencies or causes of failures, or for identification of parts to be modified. (ISO 9126: 1991, A.2.5.1)

Changeability: Attributes of software that bear on the effort needed for modification, fault removal or for environmental change. (ISO 9126: 1991, A.2.5.2)

Stability: Attributes of software that bear on the risk of unexpected effect of modifications. (ISO 9126: 1991, A.2.5.3)

Testability: Attributes of software that bear on the effort needed for validating the modified software. (ISO 9126: 1991, A.2.5.4)

PORTABILITY A SET OF ATTRIBUTES, THAT BEARS ON THE ABILITY OF SOFTWARE TO BE TRANSFERRED FROM ONE ENVIRONMENT TO ANOTHER

Adaptability: Attributes of software that bear on the opportunity for its adaptation to different specified environments without applying other actions or means than those provided for this purpose for the software considered. (ISO 9126: 1991, A.2.6.1)

Installability: Attributes of software that bear on the effort needed to install the software in a specified environment. (ISO 9126: 1991, A.2.6.2)

Conformance: Attributes of software that make the software adhere to standards or conventions relating to portability. (ISO 9126: 1991, A.2.6.3)

Replaceability: Attributes of software that bear on the opportunity and effort of using it in the place of specified other software in the environment of that software. (ISO 9126: 1991, A.2.6.4) NOTES: Replaceability is used in place of compatibility in order to avoid possible ambiguity with interoperability. Replaceability with a specific software does not imply that this software is replaceable with the software under consideration. Replaceability may include attributes of both installability and adaptability. The concept has been introduced as a subcharacteristic of its own because of its importance.

EFFICIENCY A SET OF ATTRIBUTES, THAT BEARS ON THE RELATIONSHIP BETWEEN THE LEVEL OF PERFORMANCE OF THE SOFTWARE AND THE AMOUNT OF RESOURCES USED, UNDER STATED CONDITIONS

Time behaviour: Attributes of software that bear on response and processing times and on throughput rates in performing its function. (ISO 9126: 1991, A.2.4.1)

Resource behaviour: Attributes of software that bear on the amount of resources used and the duration of such use in performing its function. (ISO 9126: 1991, A.2.4.2)

USABILITY (PRODUCT ATTRIBUTE)

What is usability? Extend to which a product is designed to fit users’

needs or, in other words, the extend to which a product is easy to use.

HOW IS PRODUCT USABILITY ACHIEVED?

Collecting data from user: Objective Data Subjective Data Measurements – such as task time, errors, learning

rate, satisfaction, level of frustation...

WHY USE USABILITY ENGERNEERING?

Define the needs of the users before building the product. Understand how human interact with technology.

Designers CANNOT effectively speak for users. Preference does not equal perfomance.

GENERAL USABILITY BENEFITS

Reduces engineering/development costs and facilitates speed to market.

Reduces testing and quality assurance costs. Reduces sales costs and shortens sales cycles. Can decrease production costs while improving margins Improvers customer Return on Investiment.

BENEFITS OF USABILITY - EXAMPLES

Automotive industry – reseachers methodically test and mesure drivers in a real or simulated driving environment.

Aerospace industry – understand how human interact to technology (pilot cognitive load to air traffic controller)

IBM – state that for every $1 invested in usability, the payback is between $10 and $100

FACTORS AFFECTING ATTRIBUTES OF FOOD

FOOD TYPE INGREDIENTS

TYPE AMOUNT INTERACTION

ENVIRONMENT PH OXYGEN

PROCESSING HISTORY TEMPERATURE SHEAR

PACKAGING STORAGE

CONDITIONS

QUICK CHECK LIST BY FOOD

F T- Taste/Texture C – Convenience N – Nutrition/Health V – Variety V – Value (perceived Quality/cost)

ATTRIBUTE EXAMPLES

FLAVOR TEXTURE COLOR MOUTHFEEL APPEARANCE HEALTHY NUTRITIOUS

LOW COST LONG LASTING NATURAL ORGANIC LOW FAT LOW CALORIES LOW SUGAR

LEARN TO RECOGNIZE ATTRIBUTE EXPECTATIONS FROM

PRODUCT TYPE INGREDIENT LABELS PACKAGING PACKAGE INSTRUCTIONS LOCATION AT POINT OF SALE SELL BY DATE ADVERTISING PROMISES

ATTRIBUTES MAY BE IN CONFLICT WITH ONE ANOTHER

FREQUENTLY OPTIMIZING FOR ONE ATTRIBUTE WILL ADVERSELY AFFECT ANOTHER

RECOGNIZE TRADE-OFFS EARLY IN DEVELOPMENT PROCESS -- A TWO YEAR SHELF-LIFE GENERALLY COMPROMISES “FRESH FLAVOR”

MEANING OF QUALITY

Getting what you paid for “the totality of features and characteristics of a

product or service that bears on its ability to satisfy given needs”

Ch 3 - 2© 1998 by Prentice-Hall IncRussell/Taylor Oper Mgt 2/e

WHAT IS QUALITY?

“The degree of excellence of a thing” (Webster’s Dictionary)

“The totality of features and characteristics that satisfy needs” ( ASQC)

Fitness for use

Ch 3 - 3© 1998 by Prentice-Hall IncRussell/Taylor Oper Mgt 2/e

DIMENSIONS OF PRODUCT QUALITY 1. Performance - basic operating characteristics

2. Features - “extra” items added to basic features

3. Reliability

4. Conformance - meeting pre-established standards

5. Durability - life span before replacement 6. Serviceability - ease of getting repairs, speed & competence of

repairs, probability product will operate over time7. Aesthetics -look, feel, sound, smell or taste8. Safety - freedom from injury or harm9. Other perceptions - subjective perceptions based on brand

name, advertising, etc

DEFINITIONS OF QUALITY

1. Customer-Based- Fitness for use, meeting customer expectations.

2. Manufacturing-Based- Conforming to design, specifications or requirements, having no defects.

3. Product-Based- The product has something that other similar products do not that adds value.

4. Value-Based- The product is the best combination of price and features.

5. Transcendent- It is not clear what it is, but it is something good...

DEFINITIONS OF QUALITY – EXAMPLES FROM PRACTICE

Degree to which a set of inherent charactersistics fulfils requirements (ISO 9000: 2000)

all the features and characteristics that affect the ability of a product or service to meet the users neeeds

the ability of a product or service tu fulfil or satisfy the purpose for which it was designed

conformance to specification cosistently meeting the customers requirements

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The Meaning of Quality

Quality of Conformance Quality of Design

Producer’s Perspective Consumer’s Perspective

Fitness forConsumer Use

Production Marketing• Conformance tospecifications

• Cost

• Quality characteristics

• Price

Ch 3 - 8© 1998 by Prentice-Hall IncRussell/Taylor Oper Mgt 2/e

QUALITY OF CONFORMANCE

Ensuring product or service produced according to design

Depends ondesign of production processperformance of machinerymaterialstraining

QUALITY FROM PRODUCERS PERSPECTIVE

Quality of Conformance How effectively the production process is able to conform to

the specifications required by the design Depends on a number of factors:

Design of the production processPerformance levels of equipment & technologyMaterials usedTraining and supervision of employeesExtent of statistical quality control