What do you expect from the word "Quality"?

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For me the quality is what guarantees me of the product's effectiveness. The basic idea of buying a product, to me, is to use on particular purposes. I believe that a product has its own quality whether it's good quality or poor quality. Now I would like to know what exactly that we are looking for about quality? What is a businessman like me supposed to do to improve or cover the field of unexpected quality? And make any kind of product to be liked and popular to customers? What do you expect from the word "Quality"?