Survey results on knowledge, perception and attitude of consumers towards ISO 9001:2000 quality management standards

This paper reports on a study investigating the knowledge, perception and attitude of consumers in the Sultanate of Oman towards ISO 9001:2000. Using a survey form, data were collected from over 500 randomly selected consumers from different parts of the Sultanate. The results show that consumer awareness towards ISO 9001:2000 is relatively high. The results also show that products and services associated with ISO 9001:2000 certified companies are perceived as higher quality than those from non certified companies. Also, consumers perceive products and services associated with ISO 9001:2000 as being of higher cost. As quality is the most important purchasing decision factor, consumers are willing to pay more for products and services associated with ISO 9001:2000 certified companies, however the maximum acceptable increase in the cost varies from one category of product or service to another. The findings of this study will be of value to companies that have invested or are planning to invest in ISO 9001:2000 certification.