Dissertation: Quality Standards in Mercedes and Volvo Comparison

This dissertation delves into the significance of quality standards within the automobile industry, focusing on a comparative analysis between Mercedes and Volvo. The research begins with an introduction to the concept of quality standards, their importance in ensuring product excellence, and their influence on brand image and customer satisfaction. The study explores various quality management standards, including ISO 9000, ISO 9001, and TQM, and their application in the automotive sector. A comprehensive literature review examines existing research on quality management, its impact on market performance, and the best practices employed to enhance product quality. The methodology section outlines the research design, approach, and data collection methods, including both primary and secondary data sources. The analysis involves a qualitative approach, using thematic analysis to evaluate the collected data and present findings. The dissertation aims to identify the relationship between quality standards and product quality, assessing their impact on the brand value of Mercedes and Volvo, and recommending best practices for improving product quality. The conclusion summarizes the key findings and offers recommendations for further research and practical application within the industry.

Dissertation
Contents

Title: “Impact of the quality standards in the Auto-mobile industry by finding resemblances and
contrast with reference to Mercedes and Volvo.”...........................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research...................................................................................................................1
Backgrounds of research..............................................................................................................2
Rationale for the study.................................................................................................................2
Research aim................................................................................................................................3
Research objectives.....................................................................................................................3
Research questions.......................................................................................................................4
Framework and analysis..............................................................................................................4
Potential significance of the research..........................................................................................5
Chapter structure..........................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Analyse different quality management standards........................................................................8
Importance of quality management standard in Automobile industry to improve their
performance in the market.........................................................................................................10
Quality management standard in Volvo and Mercedes, and its market impact.........................12
Best practices improving the quality of the products................................................................14
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................17
Type of investigation.................................................................................................................17
Research design.........................................................................................................................18
Research approach.....................................................................................................................19
Research philosophy..................................................................................................................20
Data collection method..............................................................................................................21
Sampling method.......................................................................................................................22
Data analysis..............................................................................................................................22
Accessibility issues....................................................................................................................23
Ethical issues.............................................................................................................................23
Validity and reliability...............................................................................................................24
CHAPTER 4: DATA ANALYSIS..................................................................................................24
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................41

Conclusion.................................................................................................................................41
Recommendation.......................................................................................................................43
CHAPTER 6: REFLECTION........................................................................................................44
REFERENCES..............................................................................................................................46

Title: “Impact of the quality standards in the Auto-mobile industry by finding
resemblances and contrast with reference to Mercedes and Volvo.”
CHAPTER 1: INTRODUCTION
Overview of research
Quality standards is refers to the document that help in proving requirements, support,
specialisation and so on that used by company to ensure that all the procedures, products and
services are appropriate for its purpose. As, it also provide path and possibilities to business to
meet stakeholders expectations. Therefore, it is important for company to keep proper
information about its quality standards that help them in improving the product quality and also
support them in enhancing their brand image. Success of every business organization is highly
depend on its products and quality as well because customers are always wants a better quality to
satisfy their demand (Ambe, 2014). Quality is not only attaining profits and competing
competitors at market place but it is also related to safety, providing values and meeting
customers expectation. This can be effective for organization to improve their image in market
place. For this, it is crucial for firm to maintain quality standards so that they can easily reap
better profitability and at the same time also reduce losses. It may increase customers loyalty that
put positive impact on building competitive image of company. Furthermore, quality
management standards is also refers to the framework for evaluating that how a company can
manage their important activities. By this, organization can define an agrees way in which they
do something, either developing a quality product, managing a procedures or delivering a final
services to its end consumers. One of the main purpose of quality management standards is to
satisfy customers demand by supply best quality products according to requirements. As it
increase overall sales and profitability level of business organization. In Auto-mobile industry,
quality standards show a epochal role in ensuring that all the product quality is effective to
meeting customers requirement. Mainly it includes various quality standards such as ISO 9000,
ISO 9001, TQM, ISO 19011, TS 16949 and many more. All these are used by Auto-mobile
industry to check that its commodity quality is extremely eligible and safe for customers
environment as well. By this, firm easily ask for more and more customers about its services and
make them more competitive in-front of its competitors. Current dissertation is based on
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Mercedes and Volvo, both organization are famous in Auto-mobile industry due to its quality
products and services.
Backgrounds of research
In a business organization quality standard play a major role in making quality products.
As it is a best formula for company in attaining higher success at market place. Better quality
products help company in meeting customers requirements because it contribute in improving
overall vision of business. Every customers wants a best quality products from company to
satisfy their demand. This is the major reason that business use standards within their products
quality with the aim of satisfying customers demand (Dall’Olmo Riley,, Pina and Bravo, 2015).
For attaining the same, business organization also use quality management standards that help
firm in ensuring about products quality that offered to customers. It is not only beneficial for
consumers also for environment as it also includes safety that assist in influencing people to
consume company products. With the assistance of this, business improve their brand image and
also established its competitive footprint in present or aggressive market place. The study is
based on Mercedes and Volvo. Both companies are operate their business in Auto-mobile
industry for accomplishing higher growth at market place by providing best and quality products
to its consumers to satisfy their needs. In this regards, Mercedes is a famous German global auto-
mobile company as its is known for its luxury vehicles, trucks, buses, coaches and many more. It
was established in 1926 by Daimler- Benz. Its headquarters is in Stuttgart, Baden-Wurttemberg.
The main focal point of this is to fulfil customers needs by giveing them values. On the other
side, Volvo Group is a Swedish multinational manufacturing company and its headquarters in
Gothenburg. It was founded in 1927 by Assar Gabrieisson and Gustav Larson. Both
organisations includes quality standards within their production activities to produce quality
products that support in meeting customers demand. This is the primary reason that firm easily
established their competitive brand image and also acquiring larger market share from its
competitors.
Rationale for the study
Current inquiry is based on the identify the relation between the quality standard and
product quality that directly put their contact on brand image of company at market place. This
research provide wider scope and also serves definite purpose and aspects as well. In this
regards, it is important for investigator to effectively find out the principle of conducting
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investigation activities to attain reliable outcomes at the end of the project. The current study is
focus on determining the impact of quality standard of company and its brand value at market
place. In competitive era, every business organization wants to attain higher success by
maintaining quality within the products offered by them to its potential customers to fulfill their
demands. This is the reason that high quality products are important for company to invite more
and more consumers towards its offerings as it assist in exploding its gainfulness level. Along
with this, by undertaking this study researcher can evaluate the how quality standards are help in
improving product quality (Eckhardt, Belk and Wilson, 2015). This can be effective for company
to develop their famous and competitive image.
Research aim
This section play a crucial role in research as it give clear direction on which researcher
undertake entire investigation in systematic manner. Thus, it is crucial for investigator to
effectively set the research aim by analysing entire aspects and factors. As, this aim is focus on
evaluating the abstraction between quality standards and product attributes. Both are important
aspect for company to amend their overall brand value and also may aid in establishing
competitive advantage. For better understanding, the aim for this research project is:
“To identify the relation between the quality standard and product quality and their
impact on brand value of Mercedes and Volvo.”
Research objectives
This section is based on the research aim as it help in determining the actual impact of
quality management and product quality in different aspects. Through this, researcher may
effectively evaluate the issues of whole investigation. By this research gather in-depth
information to take a right decision. In this context, the whole investigation is includes various
set of objectives are as follows:
 To critically analyze different quality management standards.
 To identify the importance of quality management standard in Automobile industry to
improve their performance in the market.
 Evaluate quality management standard in Volvo and Mercedes, and its market impact.
 To recommend the best practices improving the quality of the products.
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Research questions
It is crucial for investigator to set a right list of enquiry question on the basis of different
objectives which provide proper guidance to investigator in undertaking the study in effective
way. As it provide proper direction through which researcher easily undertake the study and also
complete the same in systematic and well organized manner (George, 2017). One of the main
purpose of this section is that it help in providing better solution to researcher by which they
easily attain positive and reliable outcomes that make overall research more successful.
 How to critically analyse different quality management standards?
 What is the importance of quality management standard in Automobile industry to
improve their performance in the market?
 What are the quality management standard in Volvo and Mercedes, and its market
impact?
 What are the best practices improving the quality of the products?
Framework and analysis
This section of research is related to the imperative activities which includes detailed
information about the research topic that aid investigator in winning right and valid judgement
within the inquiry. Thus, it is crucial for researcher to select most suited framework to gather
relevant data on the basis of relation between quality management and product quality within the
organization. It may provide support in undertaking whole investigation in well organised
manner. As it includes various tools and techniques which applied by researcher in conducting
research activities in successful manner. All these methods or tools are as follows:
Research design: It is critical for investigator to set right design of entire research to
improve the possibilities of accomplishing reliable outcomes. For this, descriptive research
design is implement or applied by researcher to gather detailed information about quality
standards of company products to maximising its profitability. This will aid in attaining
favourable outcomes that help in developing a successful research activities.
Research philosophy: As this dissertation is related to the theoretical aspects because it
is based in the evaluating the relationship between quality standard and product quality within
the organization that put positive impact on attaining positive competitive brand image
(Hertenstein, Sutherland and Anderson, 2017). This is the reason that interpretivism philosophy
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will be applied by investigator to collect data from social constructed environment in order to
attain positive and reliable results within the investigation.
Research type: This investigation is related to the qualitative type because it includes
analysis of collected data in qualitative manner through which researcher analysis in-depth
information towards its topic. This will support investigator in drawing a valid outcomes and at
the same time also assist in attaining set aim of the project to make it more successful.
Research approach: current research will be founded on deductive methodology as it
manages speculation of product quality management and product quality that support in
increasing profitability of organization. This will be useful to gather important information in an
efficacious way that support in taking right and valid results at the end of the research.
Data collection: In this dissertation, both primary and secondary method of information
collection has been applied that help in determining the actual information about its aims and
objectives. In this, primary data includes customers as a respondents to gather data about the
study topic whereas, secondary method help in collecting data from different sources such as
books, articles, journals and so on published material (Hyun, Lee and Kim, 2017).
Data analysis: Under this dissertation, information will be gathered with the help of
qualitative method in which researcher will be applied thematic analysis to evaluate the collected
information. In context of this, all the collected data and information present by themes and
graphical representation to take right decision.
Potential significance of the research
Present investigation set importance of quality standards and quality products and its
impact on organization performance and its brand image. It is effective instigation for auto-
mobile industry to determining the affect and relation of quality standards and quality products
with the aim of maximizing the profitability of the company at market. In this regards, business
organization includes various quality standards such as ISO 9000, ISO 9001, TQM, ISO 19011,
TS 16949 and so on. All these are may aid in managing quality of products offered by company
to its customers for satisfying their requirements. One of the main advantage of implementing
these standards is that business can protect their products and also improve safety within the
environment. This may aid in inviting more and more consumers towards its services that
provide them opportunities to enhance its market share from its competitors.
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Therefore, current research is also beneficial for academic point of view as it help in
determining the actual impact and relation between quality standards and quality products
(Zheltukhina And et. al., 2016). By this, researcher can easily undertake the same research and
also draw a valid conclusion. Along with this, it also provide valid and reliable resukts that assist
in heighten the posbilities of making its more successful and authenticate as well.
Chapter structure
It is important for investigator to undertake whole work in structure form so that entire
activities can be easily under-stable. A proper structure for introduction of research work should
be planned or organized. This is the reason that present case will implement or follow the
structure that is mentioned underneath. As it support in making entire research activities in
effective or successful manner.
Chapter 1: Introduction
The exploration work is going to begin with first chapter of introduction that gives a
outline or overview of research work. Along with this, it also includes research aims and
objectives that help in undertaking the entire research work in well structured way. Mainly, It is
one of the important and initial section by which researcher easily carried out whole
investigation and also tries to attain positive and reliable results at the end of the research.
Chapter 2: Literature review
This is second part of whole investigation that give all the important information about
the set research objectives of question as well. It has consideration of information from various
sources like books, diaries and other published sources (Jindal and et. al., 2016). It fills solid
base for the paper in this way set goals can be easily accomplished inside determined time range.
Along with this, it also help in understanding view point of different authors towards the
specified objectives that put positive impact on attaining reliable outcomes.
Chapter 3: Research Methodology
It is the following section of dissertation which is set after the completing of literature
review. It includes of various methods which help to gather as well as analyse information to
produce best results. In this researcher is responsible for selecting right and suitable method to
collect information so that they can draw a valid and authenticate results that assist in developing
a successful study.
Chapter 4: Data Analysis
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It is one of the significant part of entire study wherein gathered information is examined
as well as evaluate in the light of research questions and its objectives as well. Along with this, it
also gives detail information that may aid in determining relevant or reliable finding towards the
set research objectives. This part helps investigator to show the result in best suitable form assist
learner in apprehension the whole nature of study.
Chapter 5: Conclusion and Recommendations
It is foremost and last section of entire research work in which researcher concluded
whole activities of study and draw valid conclusion. In this, all the results are highly based on its
aims and objectives that setted by investigator at the starting phase of research. In addition of
this, recommendation is also consider as an important area wherein investigator bring necessary
improvement within the current activities (Kapferer and Valette-Florence, 2018). It directly
contribute in increasing scope of project and also may aid in drawing reliable results.
CHAPTER 2: LITERATURE REVIEW
This part of research is play a crucial role in developing a whole research as it help in
determining the views points of various authors on the basis of research objectives. The analyst
needs to undertake detailed review that is related to the secondary sources. It is basic to lead an
investigation of the previous investigation through various sources that support in taking right
and appropriate outcomes. The survey of past writing helps in leading investigation from all the
applicable perspectives. The segment manages an inside and out assessment of applicable data to
the field of study. The area sets a way for analyst to evaluate the in-depth overview towards the
different research objectives. With the assistance of this, researcher can easily generate valuable
and reliable results that assist in developing a successful research project. As, this dissertation is
based on determining the relationship among both quality standard and quality products and its
impact on entire brand value in market place. This section provide detailed information on the
research aim from different perspectives. It also includes different theories, standards and many
more to effectively undertake the research and also put positive impact on end results of entire
investigation. Mainly, it is related to the secondary method of data collection in which
investigator includes different sources such as books, articles, journals, magazines and many
more which support in developing a strong review towards the specified topic. This become
more effective for investigator to take right and valid decision within the investigation to make it
authenticate.
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Analyse different quality management standards
According to Hammar, (2019), Quality management standards play a crucial role in
business because it provide framework that used to manage operational activities and also follow
all the requirement. This will provide opportunities to company in rising execution of firm and at
the same time established competitive image at market place. In this regards, the main purpose of
managing quality standards is to ensure about safety and reliability of products offers by the
company to its customers in order to satisfying their needs and wants. Along with this, it also
support in meeting environmental objectives that directly put their positive image in consumers
mind. It is the reason that business organisation can easily developing their competitive image
and at the same time also increase their profitability level. Furthermore, QMS is applied by firm
with the aim of coordinating as well as directing entire organizational activities to meet
customers or regulatory requirements. As it serve various purpose like improving process,
reducing waste, eliminating errors and so on. All these are directly contribute in establishing
aggressive and competitive image at global market place. Therefore, it is crucial for organisation
to maintain their product quality and also ensure that it assist in meeting customers expectation.
If company do the same, they can easily acquiring larger market share from its competitors and
put their famous brand image al competitive marketplace. Apart from this, quality management
standards are also used by business organization to maintain their product quality high in which
they easily satisfy customers needs. It help in developing positive image of company at market.
Apart from this, quality management system is consider as a collection of business
process that focus on meeting customers requirement and at the same time also make them
satisfy by supplying them quality values. It is also aligned with strategic direction and its
organization purpose that support in accomplishing set goals in appropriate manner. Mainly, it is
expressed processes, policies, documented, information and many more that required by
company to produce or manufacture best quality products for maintaining their positive brand
image at market place. For attaining the same, there are different quality management standards
which used by company to maintain its products quality and durability as well:
ISO 9000: It is an effective or important standard that is documented in ISO 9001, ISO
9004, AS9100 and so on. All these are related to quality management system which focus on
maintaining best product quality. Mainly, this standard is the first document that has two major
purposes (Clougherty and Grajek, 2014). In this regards, in the first it is implemented with the
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aim of determining various terms that used throughout the QMS standards. Whereas, second
purpose of this is that it define the fundamental quality management principles that help in
managing or implementing a quality management within the business and its production activity
to produce highest quality products. It also help company ensure that product is meet the needs
of customers and its stakeholders as well. This can be effective for company to improve its
customers experience.
ISO 9001: This standard is also play a crucial role in business organisation in quality
management of products. It is commonly used in designing a QMS that includes an important
requirements for implementing as well as developing an effective quality management system
that directly contribute in improving or meeting customers requirement (Ivanova, Gray and
Sinha, 2014). With the help of this, company can easily satisfy customers and improve their
brand image. Along with this, it also provide all the necessary information to company in
implementing a QMS to develop their recognizing image at competitive place.
ISO 9004: This type of standards of quality management system provide appropriate
guidelines to business organization for improvement within the QMS as it directly contribute in
improving overall performance of the company at market place. Mainly, it includes various
guidelines for company such as achieve satisfaction of entire stakeholders so that company put
their positive impact, implement activities with the aim of enhancing effectiveness of company
and its quality management system which support in attaining success at competitive market
place.
ISO 19011: It is also an effective standards that includes requirement for auditing a
management system. As it give important guidelines and principles of managing audit
programme, evaluating of competence of individuals includes within the auditing process of
business organization. Along with this, it is also used as a resource to effectively train individual
who conduct audits quality within the company. This can be effective for attaining their set goals
within the quality and auditing management.
ISO/TS 16949: It is consider as a technical specification which used by company with
the aim of developing quality management system that help in providing continuous
improvement, reduction of variations within the supply chain of company. This will support in
reducing the wastage within the production line that put positive impact on enhancing
profitability level of the company at market place (Panyukov and Kozlovskiy, 2014). The main
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aim of this type of standard is to improve the overall system and process quality in order to
increase customers satisfaction. It also support in eliminating the causes and at the same time
also examine to take corrective measures. By this company may increase effectiveness within
production process.
Importance of quality management standard in Automobile industry to improve their
performance in the market
According to Picince, (2018), Quality management is see as an crucial part of
organization as sit support company in accomplishing higher growth. In this, it is also a key
resources that used by firm for competing their competitors, build positive relation and also
deliver best or superior experience to its customers to enhance market share and its image as
well. In regards of auto-mobile industry, quality management system is also play a important role
in keeping product quality high that influence or invite more and more customers. For attaining
the same, company also follow an effective set of process with the aim of ensuring that products
meet the high quality standards and at the same time also perform optimally. It may contribute in
raise satisfaction level of customers that drive higher growth in market place. It is all about
effective quality management standards which implement by business organization while
producing products to its end customers. Furthermore, QMS is refers to the formal procedures
that applied by company for reviewing all the operations, services and products of company in
order to determine areas that required improvement within the quality products. Basically,
quality management system is important in all the department and area that may contribute in
developing positive and competitive brand image in market and in-front of customers as well. As
there are some important of quality management standards in Auto-mobile industry to improve
its overall performance at market place: More consistent products and accrued efficiency: QM system is play a crucial role in
improving products quality, its reliability, durability and its performance as well. All these
factors are important for company in competing its competitors and make their brand
image more popular. Highest quality products support company in increase revenue and
customers base through which business organization easily develop their positive image
in customers mind. For attaining the same, firm may use various quality management
standards like ISO 9001 that ficus on effective communication structure, tasks across
entire section, responsibilities and many more. By this, employee morale get increased
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through which company improve its performance and also develop its efficiency level.
This will aid in attaining higher success at competitive market place. Greater customers satisfaction: Maintain customers relation is crucial aspect for every
business organization as they can not ignore its cost and base relation with customers. If
firm fail in satisfying consumers expectation that will suffer from high losses at market.
As per today's competitive market, customers demand for best and high quality for
products. For this, auto-mobile company is responsible for meet their expectation so that
they easily increase its profitability and at the same time also create strong customers
base. In addition of this, company also focus on maintaining highest quality standards
within the product line that positively contribute in retaining loyal customers. With the
assistance of this, organization may capture larger market share from its competitors and
also attain competitive edge. For better understanding, the expectancy dis-confirmation
paradigm is an effective and appropriate theory of customers. This type model is define
that customers purchase goods and services with their per-purchase expectations towards
the anticipated performance. As their expectation level become a standard as compare to
the company and its products as well. In case products and services has been used then
outcomes are easily compared towards the expectations. With the use of this theory
company can easily analysis that customers either satisfied or dissatisfied. This can be
effective for company in improving their customers base by providing them quality
products and services. Lower costs, increased profits: One of the main purpose of implementing quality
management system within the business activity is to improve overall sales by reducing
the wastage from the production activities. In auto-mobile industry, QMS is includes
various areas for specified improvement within the company and all the areas such as
marketing, sales, manufacturing, research, finance and accounting, administration and
legal department, equipment maintenance and so on. All these areas are play a crucial
role in developing as well as improving quality products by eliminating unnecessary
wastage from the car manufacturing. Effective implementation within the mentioned area
can reduce the cost and at the same time also improve organization profits. This will
directly contribute in establishing competitive an famous image of company at market
place.
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 Reduced Risks: It is crucial for auto-mobile company to eliminate all the risk and issues
within their production activities. In this regards, risk mitigation is refers to the beyond
selecting appropriate business insurance. While serving products in market, various risks
are faced by the company that antagonistic impact on performance of business and
customers experience as well. Thus, it is crucial for company to maintain their brand
reputation at market place by delivering best quality of cars. For this, company is
responsible for bearing the cost of products and also analysis the customers demand by
improving the quality management of products at market place. This can be effective for
raising the overall image of company at competitive market and at the same time also
compete its competitors as well. Fewer human errors: The main advantage of implementing QMS within the business is
to reduce human error and also improve validation activities in company and market
place as well. In context of this, quality management system includes various direction or
guidelines which follow by employees at the time executing their day to day operational
activities. It may help in attaining positive and reliable results within the market and also
compete its competitors by delivering best quality products.
 Keep up with the competition: Every organization wants to maintain their competitive
image at market. In this, firm is responsible for delivering best quality products to its
customers for generating larger profitability level. By maintaining products quality best
company may invite more and customers towards its services. For attaining the same,
quality management system provide effective ways and guidelines for making products
effective and also doing things correctly. This can be effective for enhancing product
quality that also contribute in maximizing the profitability level at market place. With the
assistance of this, company that operate their business in auto-mobile industry easily
attain optimum cost efficiency and at the same time also improve utilization of available
resources.
Quality management standard in Volvo and Mercedes, and its market impact
According to Keegan, (2017), quality management standards is important activity or
process for business organization to ensure that its product quality acceptable and also meet
customers expectation in effective manner. As it is also related to the framework through which
company can manage its activities and at the same time also determine the ways of doing
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something to deliver best quality products. In a business organization, concern for quality is
crucial because it allow in enhancing profitability level of the company. Along with this, quality
products is contribute in improving overall vision for firm through which business organization
put their efforts for attaining the same. Thus, implementing quality management standards in
essential as it help in ensuring high customers loyalty, satisfied workers or customers, developing
healthy working environment, increase profitability level and many more. All these are directly
contribute in attaining competitive success. In auto-mobile industry, QMS is consider as an
important aspect that support in developing as well as creating positive brand image through
which company may deliver best quality products in market place. In context of Volvo and
Mercedes, both organizations are famous for its quality products as number of customers are
easily satisfied with its services. Mainly, both companies are operate in auto-mobile industry
wherein they are responsible for ensuring about its products. The main focus of these companies
is to satisfying customers demand by meeting their requirements. It is beneficial for organization
in capturing people attention towards its offerings and at the same time also satisfy their needs.
With the help of this company can easily enhance their market share and also established its
competitive brand image. For this, there are some appropriate quality management standards
implement by Volvo and Mercedes with the aim of producing high quality products. One of the
main advantage of using these type standards is to improve the production processes by
eliminating the errors. These quality management standards can be understood by following
points:
 ISO/TS 16949: It is consider as an important standard of quality management that is an
ISO technical specification which focus on effective development of a quality
management standards. As it also provide continuous improvement within the product
development and also emphasizing defect prevention. This type of standard is followed
by both Volvo and Mercedes with the aim of developing product quality. This will
contribute in reducing the variations and waste within the automotive industry supply
chain. Mainly it is related to the ISO 9001 standards that help in managing quality system
of company and at the same time also applied to the design, production and automotive
products. By using this standard, both companies are improve the system along with its
process quality in order to increase customers satisfaction. Along with this, it also
evaluate or identify issues and risk within the production process to make entire
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manufacturing activities effective. It also eliminate all the causes and at the same time
also examine or take right action to prevent measures. This can be effective for company
in enhancing overall effectiveness of manufacturing process. With the assistance of this,
Volvo and Mercedes can easily deliver high quality products and invite more and more
customers towards its offerings.
 ISO 2575: In automobile industry, ISO standards play a crucial role in providing benefits
to manufactures and supply chain partners by ensuring about safety, quality, efficiency
and effectiveness. This will improve the overall performance of automotive company in
over the word. In context of this, Volvo and Mercedes implement this type of standards
within their production activities with the aim of generating larger profitability from its
rivals. Furthermore, ISO standards of quality management make driving a vehicle simpler
and safer at the time of protecting passengers and pedestrians. It directly contribute in
reducing the cost of buying vehicles (Son, 2016). As, it provide the technical basis
regulatory reviewed and at the same time also improved quality of product. This can be
effective for company in enhancing their overall image in competitive market place. By
using this, both Volvo and Mercedes can enhance their product quality in their auto-
mobile services. With the assistance of this, company can easily capture customers
attention towards its offerings and also put positive impact on customers mind.
Best practices improving the quality of the products
According to Bhasin, (2018), improving quality is one of the important activity for
business organization that support in enhancing its profitability level. In this regards, quality
management play a crucial role in overall company as it is related to monitoring products and
services offered to its customers to meet their expectation. It is not only limited to products or
services but also related to the processes that help in attaining set goals of business organization
in stipulated time frame. As it is also rigorous methodology employed by company to ensure that
quality products is consistent within the company. Furthermore, improving or maintaining
quality services within the company is one of prime and important plan that help business to
attain competitive success. In this manager of business organization is responsible for
eliminating unnecessary cost and wastage within the manufacturing operations. As it provide
opportunities to company in enhancing its profitability at market place. In addition of this, the
main focus of business is to improve the quality products in which company implement quality
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management system as it includes various policies, procedures and many more that required for
effective planning and executing activities. By this firm can reduce the chances of arising issues
and conflicts at the time producing products and also help in maintaining its quality. The overall
quality of products is based on the value chain of company that may assist in controlling wastage
from the product line. It may aid in making highest product quality through which company can
meet customers expectation and also satisfy their needs. With the help of this, organization may
enhance their productivity level at market place and at the same time also capture larger market
share from its rivals. In this regards, there are various best practices and ways to improve quality
products within the business:
 Build a strong product strategy: It is one of the important way or practice to develop an
effective product strategy that help in creating uniqueness in-front of customers. It also
help in analyzing customers needs and wants towards its offerings. Thus, it is important
for company to develop a high level production vision that allow business organization in
accomplishing their competitive image at market place. A clear vision define the product
goal as it provide detail information to the company to effectively prioritize product that
directly contribute in making a high quality products offer to customers.
 Implement a Quality management system (QMS): For company, it is important to set a
road-map for products as it help in evaluating the overall quality of products. In this a
quality management system like ISO 9001 is implement as it refers to set of internal rules
that provide guideline to company in creating as well as delivering best quality products
to customers with the aim of meeting their expectation. With the help of this, company
can improve its performance level and also enhance satisfaction of customers. IN
addition of this, QMS is also includes other requirements like integration of better
process, improving evidence for decision making and so on. All these are implement in
making products quality more strong that support in developing positive and competitive
image in-front of customers and competitors as well.
 Make quality a part of organizational culture: In business organization, implementing
QMS is important but at the same time it is not enough to appear compliant. These type
of principles should be enclosed within the entire activities of company that put positive
impact on the overall performance of its products ad services as well. In this regards,
whole team of business organization needs to be on same page within the constituted of
15

product quality. Management should encourage their employees to take part in
development activities and procedures to meet customers expectation by developing
quality products and per their specification. For example, if workers doesn't feel their
present within the project then they ignore the need of company to give their views and
opinion. This may negatively impact on the overall efficiency level of production
process. Thus, it is crucial for management to make culture of organization wherein
employees can freely share their views and ideas within the product development and
quality requirements also. Along with this, proper guidance and direction is also
important for employees while developing the quality products. With the assistance of
this they can easily improve the product quality and at the same time also determine
necessary improvement within the production activities of business organization.
 Perform product and market testing: It is important for business organization to
effectively analyses as well as test their product before introducing in market place. By
this, company can easily add values and eliminate any kind of errors from the products
development. This can be beneficial for meeting customers requirement and improve
their satisfaction level. In this regards, organization can test their products through beta
testing and also evaluate that how customers is react against it. This is possible by market
testing that may assist in analyzing actual demand of consumers towards the company
products and services. In context of this, product testing allow business organization to
see how its products perform in the market place. It is refers to market research that will
support company in understanding actual demand and acceptance of products in market
and its customers prospective as well. By this, company can reduce the chances of arising
issues within the production activities. It support in increasing profitability level of the
company at market place.
 Analysis strive for quality: In a competitive market place, number of manufacturers and
service providers are growing day by day. As it increase competition level within the
market and also can be difficult for company in surviving within the competitive market.
This is the main reason that organization is responsible for developing a quality products
so that they can easily satisfy their needs and wants. By understanding product quality
and customers demand, firm can able to develop more informed decisions that help in
building strong customers that support in attaining competitive success. For attaining the
16

same, implementation of QMS, develop an effective strategy, embed quality within the
culture and so on. All these are directly contribute in creating high quality products that
keep customers satisfied through which they can easily retain them for longer period of
time.
CHAPTER 3: RESEARCH METHODOLOGY
The area of research technique is considered to give direction to researcher to undertake
research work in effective manner. By this section, investigator can determine the way in which
research can be directed in a successful way. Along with this, it is also consider as a utilization of
methods and techniques that the investigator can make rightful end point. Thus, investigator
needs to choose effective method and techniques in order to direct research in a compelling way.
It can be examined that, scope of techniques and models are created on part of researchers in
entire activities. In addition of this, the expert of research needs to recognize appropriate
techniques to lead look into in a productive way. Researcher can choose reasonable systems
according to the idea of research work in order to direct the examination in an effective way. The
exploration techniques that are appropriate for present study is depicted through the area
introduced herewith. By this section of research, the analyst can create comprehension of
different strategies and systems. In addition, the systems and strategies those are reasonable to
reflect into content are chosen by this area. It tends to be in this manner that the part of research
strategy is significant in nature. It sets rules for analyst to finish the investigation in a compelling
way. The approaches relevant in present case are portrayed herewith in detail.
Furthermore, Research methodology is characterized as a process or strategies which is
needed for determining, preparing and investigating data with respect to a systematic point.
Research methodology is also enables a person to basically assess the legitimacy and reliability
of an exploration. This area helps the researcher in recognizing the way wherein the information
will be gathered or assembled. On the other side, it will helps the analyst in seeing how the
gathered data will be investigated. For this, a specified framework is used by research that
provide direction to researcher to effectively execute all the activities in well structured manner.
Type of investigation
It is significant for researcher to choose successful and suitable strategy to complete the
whole investigation. With the help of this, researcher take right decision by analyzing as well as
17

collecting valid information towards the research topic. In this, qualitative and quantitative are
the distinctive kind of examination through which investigator effectively do the instigation
activities in precise way.
Qualitative research: This sort of research depends on the logical methods wherein
investigator collect information in non-numerical structure that assist in evaluating the actual
outcomes of research. In addition of this,, it also provide support in building the effective
thoughts for potential quantitative investigation (Gabriel, 2015). By utilizing this, investigator
effectively includes all the patterns to determine the issue in systematic manner. As it includes
different aspects such as observation, group discussion, interviews and so on which contribute in
understanding the real conduct of the individuals towards the predefined examine point and topic
also.
Quantitative research: This strategy is utilized to decide the issues by utilizing the
technique for gathering the information in numerical structure which can be effectively changed
in measurable way. Fundamentally, this type of research focus on respondents attitude, their
opinion and another important information and data that can be gathered from the huge size of
test from the entire population. With the help of this, researcher effectively measure the targets in
numerical investigation. In this, information is gathered through overview, interview, survey,
questionnaire by utilizing the computational methods. As it help in adequately measure the
genuine consequences of the gathered information.
For undertaking this exploration, research maker will applied qualitative research
methodology as it help in giving in-depth data with respect to the predetermined investigation
area.
Research design
Research design consider as a significant arrangement of technique that used to evaluate
the particular issues and problem mentioned in research. Basically, it is refers to a procedure of
gathering information that help in assessing the issues and its nature as well. It is also utilized as
system of strategy which applied by investigator for concluding various segments of
investigation in well organized manner. By this, researcher can identify the issues and also
resolve the same in proper and logical way. In this regards, there are different research design,
for example,
18

Descriptive research design: It is an appropriate design of research wherein researcher
maker is deciding the circumstance inside the investigation. Along with this, it is connected with
hypothesis which created with respect to the premise of gather and analysis information in well-
organized way.
Exploratory research design: It is also an effective design of study in which researcher
incorporates their thoughts and considerations which is situated in the individual nature and
conduct towards the specified research topic. In this, all the evaluation and analysis is identify
with the unexplored exercises of theme that may assist in explaining the issues inside the
exploration exercises.
Experimental research design: This sort of technique is effective for creating better
connection among cause and impacts of the condition. In this, cause is relate autonomous
variable which depends on dependents. By this, investigator collect valid information to take
right decision.
In this examination, specialist of study utilize descriptive research design because it
supportable in giving appropriate evaluating towards the subject for assessing the quality of the
gathered information and data about the chose research point.
Research approach
It is one of the significant section of the examination which is based on plan and methods
that create by agent to assemble authenticate data towards the predetermined theme too.
Furthermore, it additionally incorporates different judgment that should be taken in investigation
for making a rightful determination. Basically, this kind of technique is connected with social
occasion information, interpretation information which may help in taking right decision. The
primary reason for this examination is to recognize the issues that is being to be tended to. As it
is defines two sort of research approaches:
Inductive research approach: This kind of research is start with the perceptions and
hypotheses that is connected with the finish of the exploration procedure as a perception results.
As, it consist investigation for design from the perception and justification development that may
help in recognizing the issue of the exploration in best way (Dumay and Cai, 2015). In this, no
hypothesis and theory would be applied.
Deductive research approach: It is connected with the new hypothesis that should be
created with the purpose of determining actual facts towards the investigation theme.
19

Fundamentally, in this outcomes are assemble by evaluating or observing the information that is
connected with existing activities. This may contribute in making a authentic and valuable
conclusion.
For undertaking this examination, specialist of research will be utilize inductive research
approach as it help in investigating research in efficient way (McCusker and Gunaydin, 2015).
This will also contribute in achieving positive and valid data that help investigator at the time
making a substantial outcomes.
Research philosophy
It is connected with the manners by which information and data ought to be accumulated
and broke down also. Basically, it give direction to researcher while undertaking the exploration
which contributes in improving the possibilities of achieving positive outcomes toward the finish
of the examination activities. Hence, it is significant for specialist of research to choose fitting
research philosophy to assemble data about the examination theme. Along with this, the main
reason is identified the data advancement that relies upon the specific aspects based prospective
of people. It is ordered based on various viewpoints such as:
Positivism: It refers to identified with working with social reality observation. As it is
situated in regular researchers that give effective and dependable data about the research topic
and area as well. By this, researcher can take right decision and also draw a valid results toward
the finish of the investigation. This kind of technique is particularly organized that incorporates
testing of theories and factual equipment of tool as well. Maintain it depends on the quantitative
strategy that help researcher in evaluating the actual information.
Interpretivism: It is connected with the understanding human nature and behavior in
which specialist assemble data by observing overall behavior of the people. In addition of this, it
is highly depends on the qualitative technique. In this, researcher consist various aspects like
interviews, observations and another investigation of existing activities of research. With the help
of this, investigator can carried out an investigation in organized and meaningful manner so that
positive and reliable outcomes can be easily achieved.
Realism: This type of methods is related to logical evaluation that is situated in the facts
of the project. In this all the objectives are directly contribute in analyzing actual data that
gathered by researcher on the basis of research objectives (Riedl, Davis and Hevner, 2014).
20

For undertaking this examination, specialist of investigation will utilize interpretivism
philosophy of research since it is give detailed analysis of information and data that is based on
the particular research topic. In this examination investigation conduct of people that may help in
collecting valid and reliable information that support in attaining positive outcomes at the end of
the research and at the same time also make it more successful.
Data collection method
In a research, collection of data is a procedure of that used to accumulate data fro
different or significant sources that help in finding the better response towards the research topic
and area (Mukhopadhyay and Gupta, 2014). In this regards assess the results is evaluated by
testing the theory for creating substantial data about the predefined subject area. In this research,
information gathering techniques are based on two methods:
Primary method of data collection: This kind of information is assemble just for first
time by researcher through direct endeavors for the determining the genuine issue on which
investigation is undertaken. In this regards, it is very costly as it requires human resource, proper
finance to accumulate information and data towards the predetermined research point. With the
assistance of this technique, investigator can effectively assemble valid data that support in
reaching a effective results that make investigation more authentic. This information can be
gathered by different techniques, for example questionnaire, survey, observation, interview,
focus groups and so more. All these are bolster examiner while gathering reliable data towards
the examination subject.
Secondary method of data collection: This kind of strategy suggests data that already
used or gathered through someone else for their purpose. Alongside this, it is promptly accessible
from of information accumulation from various sources like books, reports, journals, sites,
articles and some more. All these are support researcher in arise the possibilities of achieving
positive results that contribute in developing an systematic entire examine. Besides, secondary
method includes different points of interest like it is effectively accessible and also additionally
save time and cost of the examiner while complete the investigation.
For this examination, researcher will applied both primary and secondary method for
information accumulation. By this they effectively collect important information and data which
contribute in making an appropriate judgment at the time of competing research. By utilizing
primary method investigator develop a questionnaire that comprise different inquiries posed by
21

various respondents to understand their views and opinion (Isaacs, 2014). Whereas by secondary
method, examiner undertake literature review that provide various thoughts and opinion of
authors on the basis of specified research topic. It help in improving the chances of analyzing
whole research activities in well structured manner.
Sampling method
It is a significant strategy by which investigator choose sample size that duplicate from
the original number of population. It also incorporates various strategies for selecting sample
like, probabilistic and non-probabilistic techniques (Jamshed, 2014). The two strategies are
effective for investigator in accumulating data and information data from various respondents
towards the predetermined topic of research. In the, probabilistic method consist random
sampling which define equal chances that provides for respondents to examination their
perspectives about topic. Whereas, non-probabilistic technique is connected with the
convenience and purposive sampling techniques. By this examiner select sample from the whole
population. With the help of this, specialist of research can gather valid and dependable data by
understanding members views and feeling towards the predefined research aims and objectives.
For this research investigator will be used random sampling method and select 50 respondents.
In this, selected participants are customers of the company who have knowledge about the
company and its products as well.
Data analysis
This type of section is related to the in-depth evaluation in which gathered information
bolster researcher to discover the authentic outcomes towards the research activities. By this
investigation, specialist of research improve the possibilities of attaining best results by gathering
relevant information. For undertaking current investigation, researcher will be applied the
qualitative and quantitative form of research that assist in attaining positive and reliable
outcomes at the end of the research. Both are effective strategy, that provide guidance to
investigator to take right judgment with the aim of creating valid conclusion. Thus, For this
investigation, research maker utilize qualitative method that includes thematic analysis to
represent collected information. By this, they can effectively collect authentic information about
the research activities and topic as well (Taylor, Bogdan and DeVault, 2015). This examination
will support in creating or developing best results and also enhance the effectiveness of the entire
research in efficient way.
22

Accessibility issues
It is connected with the availability of applicable data and assets that help in carried out
research in well organized manner. This is the reason that, specialist of investigation center
around the issues with less accessibility of data in which analyst is answerable for entire area to
accumulate important information as it may contribute in improving the general proficiency level
of the whole examination activities (Fletcher, 2017). In addition of this, the main issues faced by
investigation in this research is related to respondents and their information that give by them to
researcher. For this issues, enough funds and time is should be included while executing
research activities so that investigator successfully done its activities and task as well. Therefore,
it is significant for specialist of researcher to keep sufficient financial resources and time to
manage or eliminate issues arise while performing research. With the help of this, investigator
can easily attain effective and valid information that support in developing a successful research
project through which researcher can draw a valid conclusion at the end of the dissertation
without any kind of issues and conflicts.
Ethical issues
While undertaking research, ethics is significant for scientist as it support in making
entire research systematic and authentic also. In this, investigator is likewise liable for including
every one of the gatherings and at the same time also give then proper consideration while do the
exploration exercises because it help in diminishing the possibilities of arising any sort of issues.
Under this, researcher is additionally keep all the data of respondents private and guarantee that
no close and personal questions with be asked to the respondents. By this, they can maintain
ethical nature of entire research activities and also make it appropriate. Furthermore, while
directing investigation work it is additionally important for investigator to guarantee that whole
exercises of research is execute based research aim and its objectives as well. This may support
in possibilities of attaining positive or real results towards the examination activity. Moreover,
specialist is also ensure that while doing the research, individual enthusiasm of any individuals
not influenced so they improve authenticity of study or examination. For making substantial
results, research maker is liable for collecting information from authorized and valid sources
which bolster them in taking right choice in the exploration (Choy, 2014). In this way, it tends to
be expressed that it is significant for specialist to incorporates all the moral standards within the
23

investigation to keep up it more effective and successful as well. This support researcher in
attaining positive outcomes.
Validity and reliability
It is one of the significant part of research in which specialist is answerable for creating
substantial and valid outcomes by conducting research activities. This may help investigator
while taking decision by make all the activities reliable. In this regards, both reliability and
validity are crucial in investigation because it make it more effective and successful as well
(Flick, 2015). In respect of validity, investigator needs to accumulate or concentrate data from
authentic and justifiable sources with the goal that they can keep up the validity of the
investigation and furthermore may contribute in producing valid results. Whereas, in context of
reliability of research, it is connected with comparative results that is produce in various
conditions in specified research topic. In this, it is crucial for specialist to choose appropriate
technique to attempt the investigation which may effective in drawing the best results and overall
conclusion as well. Current research is fulfill entire criteria of both terms that assist researcher in
developing a successful research by attaining positive results at the end of the study.
CHAPTER 4: DATA ANALYSIS
In whole research, analysis of data is consider as a significant section because it provide
in depth analysis of gathered information and data. By utilizing this area, researcher can easily
reach their valid outcome that may bolster in taking significant choice in the research. In this
respects, the investigator will accomplish the examination targets by successfully investigating
the research tools and techniques with the hope of improving the validity of the whole
investigation. In this, researcher undertake the investigation of gathered information by utilizing
this part wherein they apply thematic evaluation of collected data and information towards the
research topic. Alongside this, the themes are made based on respondents perspectives and
assessment about the predefined research aim. With the assistance of this, organization can
accumulate just as investigation the data in progressively effective way. Primarily, data analysis
is also creates the manners by which investigator may develop an effective outcomes through
which all the issues can be reduced while performing research activities. It is also appropriate by
detailed evaluation of data the specialist can accomplish set objectives as it contribute in making
reliability of entire results in investigation (Kumar, 2019). With the help of this segment,
24

researcher increase the possibilities is generating positive outcomes and at the same time also
take a positive and reliable results. This will support in developing a successful research project
along with authentic data.
Questionnaire
Name:
Age:
Gender:
Contact no.:
Email ID:
Q1) Do you have any idea about quality management standards?
a) Yes
b) No
Q2) Are you satisfied with products offered by Volvo and Mercedes?
a) Yes
b) No
Q3) Is quality management standards attract you to purchase products from Volvo and
Mercedes?
a) Yes
b) No
Q4) According to you, which brand satisfy more in terms of offering best quality
products?
a) Mercedes
b) Volvo
Q5) What are the importance of adhering quality management standards for Volvo and
Mercedes while operating functions in Automobile industry?
a) Improve product quality
b) Enhance safety
c) Enhance customer base
Q6) What impact you notices over the market share of both companies on the basis of
their ability to adhere quality management standards?
a) Positive impact
25

b) Negative impact
Q7) According to you, which features of Volvo and Mercedes attract the most?
a) Product Appearance
b) Safety and quality
c) Product price
Q8) As per your point of view, which company focus on safety as compare to product
design?
a) Volvo
b) Mercedes
Q9) Will you buy vehicles from Volvo and Mercedes if the will not follow quality
management standards within their production activities.
a) Yes
b) No
Q10) Recommended the ways to improve Volvo and Mercedes performance in Auto-
mobile industry.
Q1) Do you have any idea about quality management standards? Frequency
a) Yes 30
b) No 20
Q2) Are you satisfied with products offered by Volvo and
Mercedes?
Frequency
a) Yes 35
b) No 15
Q3) Is quality management standards attract you to purchase
products from Volvo and Mercedes?
Frequency
a) Yes 40
b) No 10
Q4) According to you, which brand satisfy more in terms of Frequency
26

offering best quality products?
a) Mercedes 25
b) Volvo 25
Q5) What are the importance of adhering quality management
standards for Volvo and Mercedes while operating functions in
Automobile industry?
Frequency
a) Improve product quality 20
b) Enhance safety 20
c) Enhance customer base 10
Q6) What impact you notices over the market share of both
companies on the basis of their ability to adhere quality
management standards?
Frequency
a) Positive impact 40
b) Negative impact 10
Q7) According to you, which features of Volvo and Mercedes
attract the most?
Frequency
a) Product Appearance 20
b) Safety and quality 15
c) Product price 15
Q8) As per your point of view, which company focus on safety as
compare to product design?
Frequency
a) Volvo 20
b) Mercedes 30
Q9) Will you buy vehicles from Volvo and Mercedes if the will
not follow quality management standards within their production
activities.
Frequency
27

a) Yes 30
b) No 20
SPPS Interpretation
Statistics
Q1) Do you have any idea about quality management standards?
N Valid 50
Missing 0
Mean 1.40
Median 1.00
Mode 1
Std. Deviation .495
Variance .245
Range 1
Minimum 1
Maximum 2
Sum 70
Percentiles 25 1.00
50 1.00
75 2.00
Q1) Do you have any idea about quality management standards?
Frequency Percent Valid Percent Cumulative
Percent
28

Valid Yes 30 60.0 60.0 60.0
No 20 40.0 40.0 100.0
Total 50 100.0 100.0
Interpretation:
Here, sample size of 50 is considered to analyze the data. 60% of the respondents i.e. 30
of them said Yes that they have idea about quality management standards and 40% of the
respondents i.e. 20 said No that they don't have any idea about quality management standards.
Mean shows the average of the entire data which is calculated using:
Sum of all observations/ No. of observations
From the above tables, it can be analyzed that the mean here is 1.40 that means on an
average 1.4 respondents think that they have idea about the quality management standards.
Median shows the center point of the data, which means 50% of the respondents are towards the
left and 50% of the respondents are towards the right. The median from the above table is 1,
which reflects that 1 is the center point of the data. Median helps in eliminating the “outliers”
from the data. Mode is the number which reflects the most common response of your data. So,
the most common number in our case is 1 which means maximum respondents said “Yes” that
they have idea about quality management standards. Standard deviation reflects that how much is
your data away from the mean. Small number of standard deviation reflects that there is less gap
or difference among the answers of the respondents while higher number of standard deviation
reflects that the gap between the respondent’s answers are higher and there are high variations.
Here Standard Deviation is 0.495 which falls within 1, this means 68% of the data comes within
one SD of the mean.
Statistics
Q2) Are you satisfied with products offered by Volvo and Mercedes?
N Valid 50
Missing 0
Mean 1.30
29

Median 1.00
Mode 1
Std. Deviation .463
Variance .214
Range 1
Minimum 1
Maximum 2
Sum 65
Percentiles 25 1.00
50 1.00
75 2.00
Q2) Are you satisfied with products offered by Volvo and Mercedes?
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 35 70.0 70.0 70.0
No 15 30.0 30.0 100.0
Total 50 100.0 100.0
Interpretation:
70% of the respondents i.e. 35 of them said “Yes” that they are satisfied with products
offered by Volvo and Mercedes and 40% of the respondents i.e. 15 said “No” that they are not
satisfied with products offered by Volvo and Mercedes. It can be analyzed from the above
tables that the mean here is 1.30 that means on an average 1.3 respondents think that they are
satisfied with products offered by Volvo and Mercedes. The median from the above table is 1,
which reflects that 1 is the center point of the data. For this question, the mode is again 1 which
means the most common answer was that they were satisfied with the products offered by Volvo
and Mercedes. Here Standard Deviation is 0.463 which falls within 1, this means 68% of the
respondents comes within one SD of the mean. So, difference between the respondents answers
30

is not much and very close to the mean.
Q3) Is quality management standards attract you to purchase products
from Volvo and Mercedes?
N Valid 50
Missing 0
Mean 1.20
Median 1.00
Mode 1
Std. Deviation .404
Variance .163
Range 1
Minimum 1
Maximum 2
Sum 60
Percentiles 25 1.00
50 1.00
75 1.00
Q3) Is quality management standards attract you to purchase
products from Volvo and Mercedes?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Yes 40 80.0 80.0 80.0
No 10 20.0 20.0 100.0
Total 50 100.0 100.0
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Interpretation:
80% (40 respondents) agreed that quality management standards attract them to purchase
products from Volvo and Mercedes and only 20% (10 respondents) believe that quality
management standards do not attract them to buy products from Volvo ad Mercedes.
So, by analyzing Mean, Median, Mode and Standard Deviation it can be interpreted that:
Mean is 1.20 that means on an average 1.2 respondents agree that quality management standards
attract them to purchase products from Volvo and Mercedes
The median from the above table is 1, which reflects that 1 is the center point of the data
and half of the values lies on left hand side and half on the right hand side.
For this question, the mode is again 1 which means which denotes “Yes” that means the most
frequent answer was that maximum of the sample size (i.e. 80%) believe that quality
management standards attract them to purchase products from Volvo and Mercedes
Here Standard Deviation is 0.404 which falls within 1, this means 68% of the respondents comes
within one SD of the mean. So, difference between the respondent’s answers is not much and
very close to the mean.
Statistics
Q4) According to you, which brand satisfy more in terms of offering best quality
products?
N Valid 50
Missing 0
Mean 1.50
Median 1.50
Mode 1a
Std. Deviation .505
Variance .255
Range 1
Minimum 1
Maximum 2
32

Sum 75
Percentiles 25 1.00
50 1.50
75 2.00
a. Multiple modes exist. The smallest value is shown
Q4) According to you, which brand satisfy more in terms of
offering best quality products?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Mercedes 25 50.0 50.0 50.0
Volvo 25 50.0 50.0 100.0
Total 50 100.0 100.0
Interpretation:
Interestingly, here the ratio was 50-50%. 50% (25) respondents) believe that Mercedes
satisfy them more in terms of offering best quality products and next 50% (25 respondents)
believe that Volvo satisfy them more in terms of offering best quality products.
So, by analyzing Mean, Median, Mode and Standard Deviation it can be interpreted that:
Mean is 1.50 which says that on an average 1.50 respondents i.e. half of the respondents are
more satisfied with Mercedes for providing best quality products and half of respondents are
more satisfied with Volvo for providing best quality products. The median from the above table
is 1.50, which reflects that 1 is the center point of the data and reflects equal balance on both the
sides.
This question has 2 different modes which denotes that it is a “Bimodal” i.e. two different
set of population. Here, option number 1 i.e. Mercedes and option number 2 i.e. Volvo has equal
no. of respondents and that is the reason there are two modes. These two values have highest
number of frequencies.
Here Standard Deviation is 0.505which falls within 1, this means 68% of the respondents
comes within one SD of the mean. As the standard deviation is low here, so most of the data is
very close to the average.
33

Statistics
Q5) What are the importance of adhering quality management
standards for Volvo and Mercedes while operating functions in
Automobile industry?
N Valid 50
Missing 0
Mean 1.80
Median 2.00
Mode 1a
Std. Deviation .756
Variance .571
Range 2
Minimum 1
Maximum 3
Sum 90
Percentiles 25 1.00
50 2.00
75 2.00
a. Multiple modes exist. The smallest value is shown
Q5) What are the importance of adhering quality management standards for
Volvo and Mercedes while operating functions in Automobile industry?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Improve product
quality 20 40.0 40.0 40.0
Enhance safety 20 40.0 40.0 80.0
34

Enhance customer
base 10 20.0 20.0 100.0
Total 50 100.0 100.0
Interpretation:
When asked about the importance of adhering quality management standards for Volvo
and Mercedes while operating functions in Automobile industry, 40% (20 respondents) said that
“Improve Product Quality” is more important for them, 40% (20 respondents) said that “Enhance
Safety” is more important for them and only 20% (10 respondents) said that “Enhance Customer
Base” is more important for them. So, product quality and safety has given more priority with
equal number of respondents for both of them.
So, by analyzing Mean, Median, Mode and Standard Deviation it can be interpreted that:
Mean is 1.80 which says that on an average 1.80 respondents i.e. 80% of the respondents said
that for them product quality and safety is a priority and just 20% believed that enhanced
customer base matter for them.
The median from the above table is 2, which reflects that 2 is the center point of the data
and half of the data lies on left hand side of this no. and half on the right hand side.
This question has 2 different modes which denotes that it is a “Bimodal” i.e. two different set of
population. Here, option number 1 and 2 i.e. Improve Product quality and enhanced product
safety are getting equal and highest frequencies i.e. 40-40% and that is the reason that there are
two modes.
Here Standard Deviation is 0.756 which falls within 1, this means 68% of the respondents
comes within one SD of the mean. As the standard deviation is low here, so most of the data is
very close to the average.
Statistics
Q6) What impact you notices over the market share of both companies on the basis of their
ability to adhere quality management standards?
N Valid 50
Missing 0
Mean 1.20
Median 1.00
35

Mode 1
Std. Deviation .404
Variance .163
Range 1
Minimum 1
Maximum 2
Sum 60
Percentiles 25 1.00
50 1.00
75 1.00
Q6) What impact you notices over the market share of both companies on the basis of
their ability to adhere quality management standards?
Frequency Percent Valid Percent Cumulative
Percent
Valid Positive impact 40 80.0 80.0 80.0
Negative Impact 10 20.0 20.0 100.0
Total 50 100.0 100.0
Interpretation:
Out of 50 respondents, majority of the respondents i.e. 80% believe that there is a
positive impact on the market share of both the companies on the basis of their ability to adhere
quality management standards and only 20% said that it has a negative impact.
By interpreting mean, median, mode and standard deviation it can be said that:
Mean is 1.20 that means on an average 1.2 respondents agree that there is a positive impact on
the market share. The median from the above table is 1, which reflects that 1 is the center point
of the data and half of the values lies on left hand side and half on the right hand side. The mode
is 1 which means which denotes “Positive Impact” that means the most frequent answer which
was given by maximum of the sample size i.e. 80% said that there is a positive impact on the
market share of both the companies on the basis of their ability to adhere quality management
36

standards. Here, Standard Deviation is 0.404 which falls within 1, this means 68% of the
respondents comes within one S.D. of the mean. So, difference between the respondents’
answers is not much and very close to the mean.
Statistics
Q7) According to you, which features of Volvo and Mercedes attract the most?
N Valid 50
Missing 0
Mean 1.90
Median 2.00
Mode 1
Std. Deviation .839
Variance .704
Range 2
Minimum 1
Maximum 3
Sum 95
Percentiles 25 1.00
50 2.00
75 3.00
Q7) According to you, which features of Volvo and Mercedes attract the
most?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Product
Appearance 20 40.0 40.0 40.0
37

Safety and quality 15 30.0 30.0 70.0
Product price 15 30.0 30.0 100.0
Total 50 100.0 100.0
Interpretation:
The respondents were asked that which features attract them most in Volvo and
Mercedes, then 40% i.e. 20 respondents look at product appearance and it attract them the most.
The other two features i.e. Safety and quality and product price has chosen equal by rest of the
respondents i.e. 30% (15 respondents) for safety and quality and other 30% i.e. 15 respondents
for product price. So, by analyzing Mean, Median, Mode and Standard Deviation it can be
interpreted that:
Mean is 1.90 which says that on an average 1.90 respondents i.e. 40% of the respondents
said that for them product appearance attract them the most and safety and quality and product
price attracts the rest 60% equally. The median from the above table is 2, which reflects that 2 is
the center point of the data and half of the data lies on left hand side of this no. and half on the
right hand side. There is only one mode i.e. 1 which is the option one here i.e. Product
Appearance. It can be clearly observed that the highest frequency is given to Product Appearance
i.e. 20. Here Standard Deviation is 0.839 which falls within 1, this means 68% of the respondents
comes within one SD of the mean. As the standard deviation is low here, so most of the data is
very close to the average.
Statistics
Q8) As per your point of view, which company focus on safety as compare to product
design?
N Valid 50
Missing 0
Mean 1.60
Median 2.00
Mode 2
Std. Deviation .495
38

Variance .245
Range 1
Minimum 1
Maximum 2
Sum 80
Percentiles 25 1.00
50 2.00
75 2.00
Q8) As per your point of view, which company focus on safety as
compare to product design?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Mercedes 20 40.0 40.0 40.0
Volvo 30 60.0 60.0 100.0
Total 50 100.0 100.0
Interpretation:
60% of the respondents i.e. 30 believe that Volvo focuses more on safety as compared to
product design and the other 40% believe that Mercedes focuses more on safety as compared to
product design. To measure the central tendency, analysis of Mean, Median, Mode and Standard
Deviation has to be done:
Mean is 1.60 which says that on an average 1.60 respondents i.e. 60% of the respondents
chose Volvo over Mercedes when the focus is more on safety as compared to the product design.
The median from the above table is 2, which reflects that 2 is the center point of the data and
reflects equal balance on both the sides. Here, the median is 2 clearly because 60% or 30
respondents chose Volvo as their answer. The most common answer here is Option 2 i.e. Volvo,
so mode is clearly 2 in this case. Here, Standard Deviation is 0.495 which falls within 1, this
means 68% of the respondents comes within one SD of the mean. As the standard deviation is
low here, so most of the data is very close to the average.
39

Statistics
Q9) Will you buy vehicles from Volvo and Mercedes if the will not follow quality
management standards within their production activities.
N Valid 50
Missing 0
Mean 1.40
Median 1.00
Mode 1
Std. Deviation .495
Variance .245
Range 1
Minimum 1
Maximum 2
Sum 70
Percentiles 25 1.00
50 1.00
75 2.00
Q9) Will you buy vehicles from Volvo and Mercedes if they will not follow quality
management standards within their production activities.
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 30 60.0 60.0 60.0
40

No 20 40.0 40.0 100.0
Total 50 100.0 100.0
Interpretation:
When asked about that whether the respondents will buy vehicles from Volvo and
Mercedes if they will not follow quality management standards within their production activities,
60% of the respondents said Yes and 40% of them said No. It can be concluded from this that
majority of the people really don't care whether that the automobile companies follow any
quality management standards within their production activities or not.
It can be analyzed from the above tables that the mean here is 1.40 that means on an
average 1.4 respondents or 60% think that they will buy vehicles from Volvo and Mercedes even
if they will not follow quality management standards within their production activities
The median from the above table is 1, which reflects that 1 is the center point of the data because
majority of them have chosen Option 1 i.e. “Yes”. For this question, the mode is again 1 which
means the most common answer was that they will buy vehicles from Volvo and Mercedes even
if they will not follow any quality management standards within their production activities.
Here Standard Deviation is 0.49 which falls within 1, this means 68% of the respondents comes
within one SD of the mean. So, difference between the respondent’s answers is not much and
very close to the mean.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
As per the preceding discussed research it can be concluded that quality standards play a
critical role in every business as it assist in meeting customers needs by providing them best
quality products. One of the main advantage of this activity is to reduce error within the
manufacturing process of company that support in enhancing overall performance and
profitability level at market place. In this regards, quality is not only related to attaining
profitability but also aid in competing competitors within the market by offering value products
to its customers as per their requirements. With the assistance of this, form can save their time of
producing products and also cut-down the chances of arising issues and losses. This may directly
contribute in increasing market share and competitive brand image that make it more competitive
and famous. Apart from this, overall sales of company is highly depended on its quality products
41

in which firm is focus on maintain the same to meeting the customers requirements. As it
includes different quality standards like TQM, ISO 9000, ISO 19011 and so on all these are
assist company in producing best quality services. With the use of these standards, Auto-mobile
company ensure about its high qualified and safe products offer to the customers.
Implementation of all these quality standards make firm able in inviting more and more people
towards its services which contribute in increasing overall profitability level of the firm at market
place. Every business organisation focus on making quality products to their customers because
they always wants high quality and safe products from company to maximising their satisfaction
level. Furthermore, quality management standard is important for company to maintain their
products quality that make them able in increasing their market share as compare to its
competitors. When company apply QMS within their manufacturing activities the they focus on
maintaining their products quality and also ensure about wastage within the production. In this
regards, there are various purpose such as attaining competitive advantage, making products
quality best, reduction of wastage, make safe and secure products and many more. All these are
the main reason that company use quality management standards. It help them in improving their
competitive image in-front of customers and at the same time also enhance their market share
from its rivals.
In competitive market, survival of company is depends on its product quality what they
offer to their customers. This is the reason that, firm use quality management system that support
them in meeting customers needs and demands by providing them best quality services. This will
help customers in satisfying their needs and at the same time also attain safe products. Apart
from this, quality management standards includes various benefits for company or customers like
make consistent products that aid in increasing efficiency level, greater customers satisfaction
that improve overall sales, it also reduce cost and also may increase overall profitability, it also
minimising the risk factors within the production activities, includes less human errors, keep up
with the higher competition and so on. All these benefits are support business organisation in
enhancing their overall performance at market place. Therefore, it is important for auto-mobile
industry to make sure that all the quality standards are effectively implemented within the
company so that they can manage their performance by keeping product quality best. In context
of auto mobile company, Volvo and Mercedes use ISO/TS 16949 and ISO 2575 within their
production process with the aim of making whole procedure of developing products are
42

effective. This will support in producing best and secure products for large number of customers
in order to make them satisfied. In this company also ensure about all the technical basis
regulatory reviewed so that they can make their brand image more competitive by offering best
quality within the market place. It also support them in capturing larger market share from its
competitors and also put their positive image in market and customers mind as well. By this,
large number of consumers are attracted towards its products. Furthermore, it also can be
concluded that company can use various ways and practices with the aim of improving the
products and its quality as well. Building a strong product strategy, implement a better quality
system, make a quality part of business and its culture, effectively perform product and market
testing, evaluating strive for company and many more practices are there which support business
in making overall product quality best and effective as compare to its competitors. This will
assist them in making customers loyal towards the company and its products and services. In
market every company wants to put their best efforts for inviting more and more consumers that
assist firm in capturing competitive advantage from its rivals by developing their positive image
in customers mind. For attaining the same, it is crucial for firm to effectively understand the
actual needs and wants to provide them same. It help company in satisfying their demand and
retain them for longer period of time. This is the reason that organization can easily develop their
positive image in-front of its customers and competitors.
Recommendation
As per discussed dissertation it can be recommended that quality of product is the
important aspect for every business organisation to survive in market. In this, firm is responsible
for focus on manufacturing process to produce a best quality of products and at the same time
also ensure that it is safe for consumers. If such action is applied by company, it will be
beneficial for organisation to influence and invite huge number of customers. This will improve
the possibilities of attaining competitive advantage. It is important for company to implement or
apply all the quality standard within their business activities with the aim of making best quality
products to satisfy customers’ needs and wants. The main reason behind this is that best quality
attracts more and more customers to buy company products services that support in attaining
competitive success at market place. For attaining the same, Company should focus on their
manufacturing activities in order to offer best services to its consumers so that they retain within
the firm and also make it successful at market place. By implementing quality management
43

standards, organization can easily reduce the possibilities of arising error within the production
process of cars and also help in increasing overall sales at market place. Thus, Volvo and
Mercedes should focus on their quality in car manufacturing process to design attractive cars that
capture customers attention and make them loyal towards the company and its services as well.
Furthermore, both companies needs to focus on product appearance and safety and quality at the
time of car manufacturing that help them in inviting large number of customers towards the
same. As it also improve safety within the products through which customers can easily attracted
towards its services. In addition of this, company needs to investigation market trends and
consumer behaviour before producing their products so that they can easily ameliorate their
performance and also understand the actual requirements of products. In this, they also focus on
their product appearance, quality, safety and also ensure that the cost of the product is affordable
so that customers can easily buy the same and increase its overall profitability level. For this
company should to focusing on safety aspect as compare to its product design that help in
influencing consumers to buy company services. Through this, company can acquire huge
market share from its competitors and also established their competitive image in market place.
Furthermore, business should follow quality management standards within their products
activities to ensure about products quality and safety as well.
CHAPTER 6: REFLECTION
I am glad to get a great chance to undertake this research that is based on evaluating the
relation among quality standards and product quality and their actual contact on overall brand
value. The topic is wide in nature and also provide vast information. As it help me in enhancing
my ability of learning and capabilities to undertake an effective research to attain positive results.
Along with this, it also explore my ideas and concepts about the similar research activities that
support in making appropriate decision at the end of the study. In this research, questionnaire is
used by investigator as a research method that help in collecting actual data about the topic.
Whereas, as a alternative method, interview is also consider as an appropriate way. By this
method, investigator acquire information valid and reliable information from selected
respondents by asking various questions from them. This will help in attaining best suitable and
positive or authentic outcomes in order to make research more successful. With the assistance of
this, I also gained knowledge about the use of research methodology in an effective manner as it
helped me in collecting data towards the research theme from different sources and methods. As
44

a researcher, currently, I am used or applied qualitative research because it provides in-depth
information towards the specified topic and area as well. With the help of this, I take right
decision within the investigation. Furthermore, primary method also used by me in undertaking
current research as it helps me in gathering new data and information in order to evaluating facts
and real data. By using this method, I prepare a questionnaire that includes various questions
asked from respondents to understand their views points towards the selected topic and area. On
the other side, secondary method also applied that includes different sources such as books,
journals, published articles, newspaper and many more. All these are directly contributing in
attaining valid results and also reduce the chances of arising errors within the research activities.
It may directly contribute in taking right judgement and also draw an appropriate conclusion to
increase authenticity of research.
ALTERNATIVE METHODOLOGIES
In this research, questionnaire is used by investigator as a research method that assist in
collecting actual data towards the investigation topic and area as well. Whereas, as a alternative
method, interview is also consider as an appropriate way. This method help researcher in
gathering information valid and certain information from selected respondents by asking various
questions from them. This will help in accomplishing positive and authentic outcomes in order to
make investigation more successful.
45

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