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Yes, without a doubt, quality is what helps a business stay afloat long after its owners have gone to meet their maker. There are at least a handful of companies and business ventures in India where I am currently resident, which have been in existence for more than 100 years, thanks to the importance they placed on quality when it was not even thought of, and did not become a byword for consumers.

By providing and maintaining quality you are telling your customer that you are interested in his welfare and on the money he spends on a product. Besides, it also makes business sense to attract and keep a customer in today's world where competition is so heavy and cut throat. In such a scenario it is quality which will ensure that your business stays in shape long after your competitors have faded into oblivion.

And please understand that consumers today are not fools. They do not interact as they lack the cohesion of numbers and the knowledge and time to take errant businesses to court. But with non governmental agencies (NGOs) springing up, this problem of the customer is taken care of by them. A recent example in India was of the American multi national giant Coca Cola being hauled over the coals for the presence of fertilizer in soft drinks sold in India. And the organization which took them to task was a small New Delhi based NGO. Now think, would this have happened if coke had taken the time and trouble to provide a quality product? The amount of money coke spent later on damage control exercise could have been saved and unnecessary negative publicity avoided if only quality had been their byword.

Quality also proves that you are serious about your business and that you are not a fly-by-night operator who is just interested in making a fast buck and then vanishing from the scene. We have had experience of this here where a business springs up overnight and offers customers consumer durables at highly reduced rates, sometimes by as much as fifty per cent. Of course there will always be a certain percentage of people who want such products and they will also be luck if they buy such products as soon as the business starts. A example is of a Suzuki automobile being offered at half its cost price. But suddenly one day, customers turn up to find the business closed up and no details available as to what happened to the cash they had deposited in such companies anticipating easy profits. So always stick to quality in the goods you sell and you will find that your customers also stick to you.

Learn more about this author, Tharian Mathew.
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