Abstract
This study shows hypothetically the existence of perception factors and product factors on consumers' quality expectations and experimentally verifies these factors. Perception factors represent consumers' point of views common to products and product factors characterize each product property. From the survey on functional characteristics of 21 durable consumer goods, five perception factors and three products factors are obtained. Further the difference of consumers' expectations for product categories is quantified based on the relation of both factors and one method to make policy of product quality is shown with these results.
