Customers have become more quality conscious as they are too busy to return complaints and would rather change brands, recession has reduced spending so quality is now required to attract customers, and stringent consumer laws and high costs of non-quality vendors mean stores can't afford dissatisfied customers. Exporters sometimes see quality demands as unrealistic because staff lack exposure to international standards and believe high quality increases costs, without considering different retail environments and economies between India and Western markets.

1. Why is Quality Important?