The Evolution of Quality in Consumer Goods

This article examines changes in the quality of consumer products over time. It begins with a historical overview of the evolution of product quality since the beginning of the twentieth century. Next, evidence that substantive quality has increased and variability has decreased is summarized. An examination of Consumer Reports data supports the hypotheses that substantive quality has increased and variability has decreased significantly in recent years. Implications for consumer behavior and marketers are discussed.

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