Quality Guru Juran describes quality as fitness for use - meaning that customers or users of a product should be able to count on it for what they needed it for. The aim is to satisfy the customer with the right amount for example, a manufacturer should be able to process a purchased material to meet demands of its customers while achieving high yields and minimum downtime in production; a wholesaler should received correctly labeled product free from damage during delivery; a customer should receive a product that performed as claimed and did not breakdown in the process