intro to quality - q.a

8/12/2019 Intro to Quality - Q.A

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The textile industry complex

Supplier of raw materials

Manufacturer

Seller/Retailer

+

+

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Raw materials

Fibre, yarn, fabric, dyes, finishing chemicals,buttons, zippers, rivets, thread, labels,

polybag, stickers, embroidery thread, sequins,

beads, zari, clips, dabka, laces, piping,

appliqu, fusible, lining, etc.

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The need for Quality Assurance

exists regardless of

whether you make it

or

someone else makes it!!!

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UNDERSTANDING Q.A.

Textile Quality Assurance is the process of

designing, producing, evaluating and checking

products to deliver the desired PRODUCT.

Points to ponder:

Q. Who is responsible for the Quality of goods?

Q. What is the difference between Q.C. & Q.A.?

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UNDERSTANDING Q.A.

Two approaches :

Quality control

Quality management

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The Model

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The Model

Outermost circle represents materials,processes and product characteristics and

features which affect the quality of a product.

Next circle indicates that the 3 factors must bedefined, evaluated, inspected and analysed to

ensure conformance and compliance.

Innermost circle indicates that Q.A. is a never

ending process

Center of the model presents the 2 basic goals

of Q.A.9


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UNDERSTANDING Q.A.

Q. Why has quality become so important?

A. Competition, globalisation

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Improve quality to improve the

chances of your survival!!!

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Companies + employees must understand how

quality affects organisations, standard practices

within organisations, consumer behaviours,

customer purchases and satisfaction, and

competition within the market place.

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Definition of Quality

Webster defines quality as that which belongs to

something and makes or helps to make it what it

is; characteristic element; any character or

characteristic which may make an object good or

bad; the degree of excellence which a thing

possesses.

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Definition of Quality

Quality is defined as the total of the

characteristics that help describe the overall

object or service

COTTON is the best fiber available. T/F ??

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Product Perspective

Product quality is represented by the total of a

set of precise & measurable characteristics or

component of a finished product

Difference in characteristic or component

difference in quality

Each parameter is quantified/benchmarked

E.g.GSM, count, construction, colour fastness to

washing/rubbing, etc.15


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Product Perspective

* more, finer, etc. doesnt necessarily mean

better, should be relevant.

* sometimes lighter fabric is required, sometimes

coarser fabric is required

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Producers perspective

Q= consistent conformance to specs & stds

Q is achieved when products fall within

acceptable range

E.g.button

buttons may satisfy manufacturers expectations

but may or may not perform in a satisfactory

fashion for the consumer

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Producers perspective

Point of view #1

Good Qenables a company to produce goods that

meet pre-determined criteria and which can be sold

at full price

Point of view #2

Qis free |Production & material costs are same for

1stQproducts as well as seconds |cost of producing

100 units is same regardless of whether 100, 75 or 50

units are first quality 22


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Crosbys 14 steps of Qimprovement

1. Make it clear that management has a long-

term commitment to Q

2. Form cross-department Q teams

3. Identify where current and potential

problems exist

4. Assess the cost of Q & explain how it is used

as a management tool

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5. Increase the Q awareness and personal

commitment of all employees

6. Take immediate action to correct problems

identified

7. Establish a zero defect program

8. Train supervisors to carry out their

responsibilities in the Q program

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9. Hold a zero defects program

10. Encourage individuals and teams to establish

both personal & team improvement goals

11. Encourage employees to tell management

about obstacles they face in trying to meet Q

goals

12. Recognise employees who participate

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13. Implement Q councils to promote continual

communication

14. Repeat everything to illustrate that Q

improvement is a never-ending process

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Customer perspective

quality depends on the dimensions of product or

service that are of importance to me

Customer determines whether or not a

product/service meets or exceeds expectation

* Companies need to respond to changes in

expectations and needs in order to survive in the

market

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Customer perspective

superior colour fastness is desirable but higher

price isnt

Fabric manufacturer has to understand the

wants of immediate customer and the ultimate

consumer

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T.Q.M.

Focus on customers and their satisfaction is the

basic underlying principle of TQM

In TQM, all actions are directed toward

producing a quality product for the TG, satisfying

the TG and meeting the companys business

objectives

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T.Q.M.

Customer satisfaction doesnt occur JUST by

keeping contact with customers through

complaint departments, satisfaction surveys, and

warranties

Firms must understand all interactions

customers have with company & use that

information to improve the system

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system wide

approach usedwithin a dyeing

mill

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Demings management principles include 14

points that relate to adopting a philosophy of

improving products & services, remaining

competitive, staying in business and providing

jobs

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Demings 14 points:

1. Create constancy of purpose for improvement

of product and service

2. Adopt the new philosophy

3. Cease dependence on mass inspection

4. End the practice of awarding business on the

basis of price tag alone

5. Improve constantly and forever the system of

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Demings 14 points:

6. Institute training

7. Adopt and institute leadership

8. Drive out fear

9. Break down barriers between staff areas

10. Eliminate slogans, exhortations, and targets

for the work force

11. Eliminate numerical quotas for the work force

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Demings 14 points:

12. Remove barriers that rob people of pride of

workmanship

13. Encourage education and self-improvement

for everyone

14. Take action to accomplish the transformation

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Demings Cycle

Demings cycle links production, TG & business objectives36


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Demings Cycle

1. Conduct consumer research, use the results in

planning the product (PLAN)

2. Produce the product (DO)

3. Check the product to make sure it meets

criteria identified in the plan (CHECK)

4. Market the product (ACT)

5. Analyse how the product is received by TG in

terms of Q, cost and other criteria (ANALYSE)37


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Joseph M.JuranQPioneer

Jurans approach concentrates on eliminating

the relatively few sources that cause the majority

of problems

Focus is on understanding customers,

communication within the company & with

customers, and continuous improvement

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Jurans10 steps to Q improvement

1. Build awareness of both the need for

improvement & opportunities for

improvement

2. Set goals for improvement

3. Organise to meet the goals that have been set

4. Provide training

5. Implement projects aimed at solving

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Jurans10 steps to Q improvement

6. Report progress

7. Give recognition

8. Communicate results

9. Keep score

10. Maintain momentum by building

improvement into the companys regular

systems

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Value-based perspective

quality are those that perform/conform at

acceptableprices

Today, value & excellence are combined to

create affordable excellence

when benefits exceed cost, customer is satisfied

& vice-versa

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Dimensions of Q

8dimensions of Qhave been identified as follows:1. Performance

2. Features

3. Reliability4. Conformance

5. Durability

6. Serviceability

7. Aesthetics

8. Perceived quality

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1. Performancecombines product & user-based

approaches, and focuses on measurable

product attributes

2. Featuresare secondary characteristics that

supplement a products basic function

- E.g.style & design aspects

- feature for fashion products change more

quickly than basics

Dimensions of Q

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3. Reliability : describes the likelihood of product

failure within a given time period

-Important in case of durable goods.

-E.g.durability is not required in case of bridal

wear

* Textiles are normally semi-durable goods

Q. Give examples for product failure ??

Dimensions of Q

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4. Conformance is the degree to which a

products design and function match standard

and specs

- E.g. the product should meet the standards in

terms of the desired construction, fabric

strength, matching of plaids at c.f. seam,

matching of trims and fabric in terms of colour

Dimensions of Q

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5. Durability: how long a product will be suitable

for its end use.

- A product cant be used if it has deteriorated to

the point of unsuitability

* Deterioration may be in terms of colour

fastness, abrasion resistance, fit, style, fashion

product life span vary for different consumers

expectations from nightwearand work wear are

very different

Dimensions of Q

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6. Serviceability : related to product repair. Intextile, it means clean-ability

Q. Can the product be cleaned & restored to its

near-new condition?- A product may shrink, bleed or loose colour,

wrinkle

E.g.Process can be incorrect : hot water

- Inappropriate material : dry cleaning, detergent

- Inappropriate material used in product: pigment

dyed cotton + silk

Dimensions of Q

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8. Perceived quality : customers rarely possess

complete information about a product. They tend

to rely on nebulous factors like brand name,

advertising, etc.

Dimensions of Q

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Determining product markets

Why is identification/determining of TG

important?

Demographics, psychographics, lifestyle,

etc.

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Demographics

Gender

Age & stage of lifecycle (teens, single working,

micro-family, large family)

Education level & socioeconomic status (design

companies, accounting companies)

Geographic location

Ethnicity & cultural membership

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Lifestyle factors

Social activities, entertainment preferences,

memberships in group & organisations, Shopping

habits, hobbies, spending & saving habits, gift

giving

E.g.athlete, tennis player, horse rider

E.g.travel & vacation planresort, trekking

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Lifestyle factors

E.g.wardrobe size & variety :

- Alok owns 5 pairs of black pantsIDENTICAL

- Ravi owns 5 pairs of black pants DIFFERENT

WT, TEXTURE, STYLING

- Deval owns 1 pair of black pantsJUST 1 PAIR!!

each of the above individuals has developed a

wardrobe to meet particular needs

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Lifestyle factors

Also, manner in which individuals clean, repair

and store textile products has an impact on the

market

E.g. one consumer may replace an item when

he/she looses a button

another consumer may replace the lost button or

replace all buttons.

Q. What do the Sheikhs do in the Middle-East?

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Psychographics

Includes individual self concept, self esteem,

body image, personal values, attitude towards

fashion, standard of living, religious beliefs

Environmental attitude organic clothing,

frugality

Background in textile & apparel??

Personal likes & dislikes discount stores;

specialty stores; catalogues, web

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Relating TG to Product Attributes

ability to translate TG characteristics into

product attributes for a specific product is

the most important & difficult task

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CASE STUDY

T.G. Family of limited income, some vocational

education, parents in early 30s, one or more smallchildren, suburbans of a metro city of India,

moderate interests in fashion, conservative

attitudes. Avid watchers of cricket, laughter

shows, talent shows, childrens programs,

interested in crafts.

Q. Describe the apparel product this TG would be

interested in.

Q. Describe a specific apparel product lets say

T-shirts for a 5 year old kindergarten girl

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CASE STUDY-Answer to Q1.

This market may be more interested in products

that are relatively low cost, durable, and easycare. Thus, a company that produced for this

group would need to be extremely price

conscious. Their products would probably

incorporate cotton, cotton/PES, or 100% PES in

fabrications that have good abrasion resistance,

are strong, and dont require special care in

laundering. Product would need to be

constructed in a durable fashion and not

incorporate any components that required dry

cleaning.

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CASE STUDY A Q1


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These products would probably be somewhere in

the middle of their fashion cycle, but the fashioncomponent would be modified to appeal to the

more conservative nature of this target market.

Because of the interest in crafts, a special trim,

appliqu, embroidery, or screen print might

appeal to this group provided that the addition

did not add much to the cost or affect care or

durability.

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CASE STUDY A Q2


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This customer would likely shop at a discount

mass merchandiser in the suburban community.The merchandiser is known for its everyday low

prices and reasonably durable products. The tee

shirts are made of either 100% cotton or

cotton/PES blends and are machine washable.Some of the tee shirts are solid colours, some

have lace trim and ribbons or embroidery, and

some incorporate screen prints of currently

popular childrens cartoon characters. No doubt

this customer would find at least one product in

this retailers offerings that would satisfy

requirements for a girlstee shirt. 60



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Product attributes have to be

derived from customer need or

expectation


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Identifying product attributes

Measurable physical attributesshrinkage,

abrasion resistance, etc.

Less measurable physical attributesfits,

fashion

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Serviceability

Serviceability describes how well a productsatisfies customer needs

Components of serviceability include:

Aesthetics

Durability

Cost

Comfort

Care

Appearance retention63


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Durability

Durability is often assessed in terms of tensile

strength, resistance to abrasion, pilling, snaggingand

deformation

E.g. for carpeting : resistance tosoiling, pilem ttingandpile crushingmay be measuredExpectation for durability may differ depending on

whether the item is high fashion or basic product

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Durability

Q. What is your durability expectation from

(a) a rug thatsused in the living room, AND

(b) a rug thatsused as bed for the family pet?

(a) minimal shedding of fibers, abrasion & snag

resistance, shouldnt buckle with use, colour

permanence, fading, soiling, pilling, matting of

surface yarns

(b) regular m/c washing, wear & tear from the pet

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Durability

Equally important is durability of allcomponents used in the product

Fabric, thread, buttons, zippers, lining, etc.

Durability is influenced by selection of

appropriate stitch & seam type

customers prefer that seam rupture before the

fabric tearsT/F ??

Durability factors also include the bond strength

of fusible interlining

Elastic, zippers68

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Cost

Cost is used to differentiate & categorise textile

products

Customers have been led to believe that cost is

an indicator of quality

Customers have unrealistic expectations for

expensive goods and may not understand other

factors that affect the cost of product. KIDSWEAR

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Comfort

Items that are comfortable allow consumers to

use or wear them w/o thinking about them or

being annoyed or made uncomfortable by them

Comfort includes how a product effects heat

loss or heat gain

Moisture absorption apparel, towelling,

industrial wipes

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Care

Pilling, snagging, fabric distortion, yarn slippage

Metal zippers and buttons may tarnish

Fabrics with wrinkle free finishes tend to hold

on to oily soils tenaciously. E.g. ring around the

collar

Pleats, creases, seams, pockets, collars,

plackets, etc. can undergo drastic changes during

cleaning

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Appearance Retention


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Appearance Retention

Describes the degree to which a textile product

retains its original appearance during storage, use

and care

E.g.1resistance to colour change (YELLOWING) |

abraded denims may turn yellow or develop a

green cast

E.g.2aging of components |adhesives used in

fusible interliningsmay darken & stiffen with age77


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Customer perceptions of Quality


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Considers the materials & production techniques

used in the product, the uniformity or consistency

across similar products, the fashion statement

inherent in the design of the product, and the

price of the product.

Consumers continue to rely on price as an

indicator of quality

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Companies should keep this in mind while

strategising

Button producers sell to apparel/home

furnishing manufacturer who in turn sell to

ultimate consumer successful companies also

consider the needs of individual consumers

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From a consumers perspective, button failure

may include cracking, chipping, breaking,

tarnishing, rusting, bleeding, fading or

discolouring, or shanks cutting through sewing

threads

Button supplier has to satisfy the direct customer

as well as ultimate consumer

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Performance expectations


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3 corners of quality: the product, the user, and

training of the user or support during the life of the

product

Customers expectations are based on a holistic

perspective that includes numerous factors like

cost, comfort, durability, fashion, end use &

PERCEPTION of others

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Customers develop their performance

expectations based on previous experiences with

similar products, information from family members

& friends, and assumptions regarding trade names,

brand names, fiber content, fabric type & colour

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Product performance in customers hands


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Product performance in customers hands

Customer remains the ultimate judge of product

quality and performance

Its important to understand what customers

look for, how they evaluate tangible & intangible

attributes of a product

Perception changes with info, XP, etc.

Consumers also assess the performance of

abstract factors which are hard to define

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Customer satisfaction


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Customer satisfaction

How well a product/service meets customer

expectations

Knowyour TG in order to satisfy them

Knowwhat your TG wantsfirms need to ensure that business objectives

dontconflict with customer satisfaction

customer evaluation process begins with the

purchase process & continues throughout the use

of theproduct 86

Effect of expectations & performance on


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p p

satisfaction

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Not satisfied Satisfied

Slightly

satisfied

Highly

satisfied

Expectations

Performance high

high

Effect of expectations & performance on


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p p

satisfaction

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customers are often unable to articulate the

product attributes that are most important to

them

uninformedcustomers judgeproducts!

attribute of little importance in producing

satisfaction maybe of great importance in

producing dissatisfactionE.g. FAN/ZIPPER/GLASS


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GREATEST CHALLENGE

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To translate consumer/customer expectations into

descriptions, characteristics and performance

requirements for the products

Customer satisfaction surveys are undertaken to

identify issues related to products/services that did

not meet customer expectations

GREATEST CHALLENGE


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GREATEST CHALLENGE

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- PROBLEM with M.R.: rapid product changesmakes it extremely difficult to conduct a full

customer satisfaction assessment

- The entire season may elapse before the result of

the survey is available

When season changes fashion change

materials changeexpectations change

results of survey have little application

GREATEST CHALLENGE


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GREATEST CHALLENGE

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Mail order companies & firms producing basic

products are more likely to devote time to

assessing customer satisfaction

Mail order companies focus on returned

products

Performance measure for companies


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Performance measure for companies

Q. Why is measuring performance important?

Q. How do we measure performance?

Gross income

Total turnover

No. of merchandise returns

Productivity levels in manufacturing facility

Rejection ratesquality levels

intro to quality - q.a

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