What are the difference between objective and subjective quality?
Which ones should a product have to be effective in its promotion and sales? Before promoting a product or service we must be clear about its value.
In order to create this value, you must have knowledge of both concepts and that is why we will start from the root:
What is quality?
Although there is no conceptual term about quality, it has been used since ancient times to refer to a job well done or if it refers to an object that is durable over time.
A specific example is found in the Hammurabi code in the year 1752 BC: “If a bricklayer builds a house for a man, and his work is not strong and the house collapses killing its owner, the bricklayer will be sentenced to death.”
So in general terms, quality is that strong, resistant work that has the characteristics that it must compose to maintain itself over time.
Quality is born from the continuous needs that people have and that must be satisfied: food, clothing, care, health, housing, leisure, among others. All this is in order to achieve self-realization and gradually improve the quality of life.
After understanding the main concept of what quality is, the two concepts are explained separately to understand the difference between objective and subjective quality.
Objective quality: Real characteristics
For a product to be objective it must be designed exactly for what it should be used. For example, if you buy a pair of shoes, what objective characteristics should they have? It should be made of an ergonomic, flexible, long-lasting, and anatomical material.
The objective quality has characteristics and quantifiable such as:
- Materials with which the product was built.
- Functionality and specifications.
The important thing in objective quality is that it is not a very high or very low cost. Being in the relation between quality-price.
Subjective quality: Interpretive characteristics of the user
In a way, subjective quality is about the perception that the user may have towards the brand in question. This quality is influenced by processes such as repetition learning and suggestion created by the brand.
When we refer to subjective quality in repetition learning, we refer to the familiar concept that was created in relation to a brand.
What did mom or dad say to you when buying a product or service? What was your point of reference?
In my case, for example, when choosing vegetables, my aunt told me that I should choose the ones that weighed less, because they would cost me less. But would that guarantee that it was a healthy vegetable for my consumption?
These subjective qualities are illusory characteristics that create the feeling of security when making the purchase.
The other way of perceiving the subjective quality of a product or service is suggested by the same company. This with the idea of making the product look accessible, attractive, of quality and at a competitive price.
Difference between objective and subjective quality
The difference between objective and subjective quality are based on the fact that objective quality focuses on the actual functionality that the product or service must have to be functional. While subjective quality is based on the experience that the user has with that product or service.
Let’s go to the same example of shoes. For a pair of shoes to have objective qualities, it must be anatomical, right? Ideally, the person using them can walk for hours and feel comfortable. The subjective attributes of this product would be the color, the aesthetic shape they have, or if they are in trend.
Similarly, the difference between objective and subjective quality go through two processes:
The internal values that a product can have: its smell, texture, flavor, durability, components, among others. Unfortunately, these attributes are experienced after which we will explain below.
When referring to extrinsic values, we are talking about the language of the brand. For example, when you see an Apple brand product, what attributes do you think it has? What values can you identify with? The elegance, the prestige, and the current. This is where you come to the second conclusion: If an item is elegant and has prestige, it will last over time, so you would pay what is necessary for these attributes.
That is why marketing plays a fundamental role when adding extrinsic attributes to a product or service.
What role does marketing have in communicating the quality of a product or service?
Marketing strategies are a great ally to enhance the extrinsic attributes of your product or service. Why should this user choose your product or service and not the competition?
Always remember that marketing uses various strategies to inform the user about their needs and how they can be fulfilled. The idea is that through advertising campaigns your target audience can reach you through and satisfy their conscious and unconscious needs.
Also to activate desire. What am I looking for with this product? Where do I want to belong? That I am?
Position yourself in the mind of the consumer
In order to create an image for the consumer, you must become a brand. Through the optimization of brand strategies, you can remain in the mind of the consumer with elements such as your graphic identity, slogan, emotions to connect, consumption rituals, among others.
Of course, these must-have mobilizing psychological elements, otherwise, it will only be the creation of a brand without emotions to connect. It is important to develop this strategy because when a user comes across a shelf of different brands shouting different messages, your brand’s message will not go unnoticed.
Packaging is the first contact your customer will have with the product or service. Therefore, we must make it closer to the brand emotions that you want users to experience.
Sensory marketing takes into account the importance of the package, so if they want to strengthen the company’s touch will be responsible for optimizing this experience.
As a strategy, a good assembly refers to the quality that the interior of the bag can have.
Some characteristics that this brand strategy may have are:
A micro-story: Storytelling or micro-story is an element that can position you as different in the market. Write a relevant snippet on your packaging and remind your users why it is important to purchase your product.
Warm messages: If at the moment the user opens his package he finds phrases that are in relation to its principles, the shopping experience will increase.
Protection elements: If it is a fragile product and you take care of adding elements to avoid accidents, you will create an image of security.
Increasing sales requires the use of content marketing to create a communication tone and thus the user has all the information about your product or service. After that, you have to increase the reach and visibility with SEO web positioning or advertising campaigns.
As we mentioned earlier, the quality price of a product is one that is neither very high nor very low. Finding the cost standard of your product or service is another important strategy when it comes to transmitting quality and durability over time. Therefore, you must make an objective relationship of your product and launch a price that is consistent with its real characteristics.
The channels we choose to promote a product or service will also increase the success of your sales. For this it is necessary:
- Create a sales strategy on a web page with calls to action to direct the user to telephone numbers and emails.
- Create alliances with other virtual allied companies to increase sales.
- Have a presence on social networks.
Strategies to promote
A product or service is capable of selling itself if the right content is used. In addition to this, actions such as:
- Create electronic newsletters to remind your users about discounts on products and services.
- Create virtual or physical events so that your target audience can learn more about the product.
- Make discount tickets.
- Use social networks that have had organic growth to publicize your brand.
- Use influencers or ambassadors that give the brand prestige and credibility.