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Thermador/Waste King manufactures a specialty built-in kitchen appliance line that bases its appeal on styling, innovative features and performance. The appliance market has changed significantly in recent years, both in distribution channels and number and relative strength of competitors. If we are to continue to maintain and develop our niche position, we must maintain an external orientation to our business. We must introduce new product that satisfies the dimensions of quality sought by our customers and insist that the marketers in our distributjon channels offer an augmented product that enhances our efforts. This survey of recent 'customers' perceptions of Thermador/Waste King product quality offers us an opportunity to measure our current level of success or failure and indicates directions for future efforts and improvements.

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