Abstract
This paper considers the structure of consumers' expectations on product quality. From a survey of three durable goods, we have obtained eight expectation factors as the viewpoints in market place which are almost common to the three products, and showed that the structural difference among these products was the weights on the factors. By using these factors we verified the relations of quality expectations with the consumer's attributes and product quality designed by each producer. Further the problems of measurement and scaling in the survey are also considered.
