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Purchasers’ perceptions

of their suppliers

ISO 9000

Certification

ISO 9000

Certification

ISO 9000

Certification

- Survey -

Purchasers’ perceptions

of their suppliers

ISO 9000

Certification

Foreword

The management of a complex system with multiple organizations and their clients -

such as the Brazilian Conformity Assessment System (SBAC) requires special

attention regarding its credibility in the eyes of the interested parties.

Consequently, the National Institute of Metrology, Standardization and Industrial

Quality ( Inmetro ), in association with the Brazilian Quality Committee ( CB-25 ) of the

Brazilian Association for Technical Standards ( ABNT ), decided to follow up the impacts

and results of Quality Management Systems certifications based on the ABNT NBR

ISO 9001 standard. As the most significant certification programme within the Brazilian

Conformity Assessment System, the choice is a suitable means of assessing the

credibility of the certifications granted around the country.

Surveys focused on the satisfaction of certified organizations is routinely performed

already, with encouraging results. However, how satisfied are the clients that acquire

products and services supplied by these certified companies? Do they really prefer to

buy from certified suppliers?

This is the first survey ever performed encompassing both organizations certified to

ABNT NBR ISO 9001 and non-certified companies. As to the relationship buyer-

supplier, the survey indicates a greater level of satisfaction in respect of the certified

companies, when compared to the non-certified companies.

Key findings from the survey include:

a) 3/4 of corporate buyers evaluate the intrinsic quality of products manufactured by certified suppliers as better , and 1/4 of corporate buyers state that they see no difference at all.

b) 2/3 of corporate buyers evaluate the customer service quality of the certified suppliers as better , whereas the remaining 1/3 of corporate buyers state that they see no difference.

c) more than 75% of corporate buyers evaluate the handling of complaints performed by certified suppliers as better than that of non-certified suppliers. Even the non-certified companies (59.4%) admit that the handling of complaints by their certified suppliers is better.

Equally important are the opportunities for actions of improvement inferred from the

results obtained. In this sense, it is worth mentioning that:

a) The equivalence of results among the groups of micro and small companies, non-certified companies and commercial companies indicates a high percentage of micro and small companies that still do not hold the ISO 9000 certification. This indicates the need for implementation of a technological structure accessible to micro and small companies in general and also to companies from the commercial sector.

b) A low demand for suppliers to be ISO 9000 certified, even among certified companies. This result indicates the need for a more detailed study on the real influence of the ISO 9000 certification on buyers` confidence that the supplier will meet the requirements.

c) T he improper use of ISO 9000 certification as an advertising tool may decrease confidence in its effectiveness. This possibility requires a very strong posture from the certification bodies in verifying, during their assessments, whether the QMS is really operating effectively and whether the mark of conformity is being properly used.

Other aspects of the companies' policies for purchasing and receiving have also been

surveyed.

The challenge of providing credibility to a Conformity Assessment System is an ever-

demanding task. In this sense, comments and suggestions for improvement will be

most welcome.

Alfredo Carlos Orphão Lobo

Director of the Quality Directorate

Inmetro

1. Abstract

1.1 PURPOSE OF THE SURVEY

This survey has the purpose of obtaining from ISO 9000 certified companies and non-certified companies of any size and sector of activity, information on:

ÿthe aspects considered, by the company, in the course of its buying process.

ÿthe perception of the company, when buying products or services, as to the performance of its

ISO 9001 certified suppliers, when compared to others that do not hold such certification.

The sample selected for this survey is an attempt to reflect the Brazilian market, concerning company size and sector of activity.

1.2 ASPECTS SURVEYED

A. Aspects considered by the company in the course of its purchasing process:

a.1 - major parameters considered when deciding to buy.

a.2 - type of technical information provided by the company during the purchasing process.

a.3 - methods used by the company to select suppliers.

a.4 - the decision to develop or not a list of approved suppliers.

a.5 - method used by the company to verify the conformity of the purchased product.

B. The company's perception of the performance of its suppliers.

Initially companies were requested to inform whether they had already used suppliers with ISO 9000

Certification. Those that responded affirmatively were requested to evaluate the performance of their

ISO 9000 certified suppliers when compared to their non-certified suppliers, considering the following:

b.1 intrinsic quality of the product.

b.2 price of the product.

b.3 quality of customer service.

b.4 delivery time.

b.5 the handling of complaints.

B.6 the image of the supplier.

Size

2.3 PROFILE OF RESPONDENT COMPANIES

ISO 9000 Certification

Sector of activity

Micro/ Small 66,7%

Large 12,2%

Medium 21,1%

Certified 44,3%

Non certified 55,7%

Industrial 40%

Service 39%

Commercial 21%

3. Survey results

20,

34,

16,

31,

79,

38,

35,

34,

63,

82,

20,

34,

16,

31,

79,

38,

35,

34,

63,

82,

Certified (%)

Non-certified Parameters (%)

30,

35,

24,

46,

84,

46,

34,

40,

72,

89,

22,

Price of product 35,

Image of supplier 21,

Delivery time 41,

Quality of product 74,

30,

35,

24,

46,

84,

46,

34,

40,

72,

89,

Quality of customer service 22,

Pr 35,

21,

41,

74,

Industrial (%)

Commercial (%)

Service Parameters (%)

ISO 9000 Certification

Sector of activity

34,

31,

30,

55,

83,

25,

39,

20,

35,

78,

20,

45,

14,

38,

75,

34,

31,

30,

55,

83,

25,

39,

20,

35,

78,

20,

45,

14,

38,

75,

Size

(%)

MSC (%)

Medium (%) Parameters Large

Quality of customer service

Price of product

Image of supplier

Delivery time

Quality of product

Quality of customer service

Price of product

Image of supplier

Delivery time

Quality of product

Quality of customer service

Price of product

Image of supplier

Delivery time

Quality of product

3.1 ASPECTS CONSIDERED BY THE COMPANY IN THE COURSE OF ITS PURCHASING

PROCESS

This part of the survey takes into account multiple responses.

3.1.1 What are the major parameters considered when deciding to buy? Obs: MSC - Micro/Small Companies

Rely on commercial references? 23,7 11,

50,5 37,

8,

14,

52,

37,

10,

31,

Provide no specifications at all?

Rely on design documents?

Refer to national or international

23,7 11,

Provide your own specifications? 50,5 37,

8,

14,

52,

37,

10,

Technical Standard? 31,

Certified (%)

Non-certified Type of action (%)

18,7 4,0 22,

49,1 31,3 43,

14,

14,

48,

48,

10,

29,

21,

10,

38,

Rely on commercial references? 18,7 4,0 22,

Provide your own specifications? 49,1 31,3 43,

14,

14,

48,

48,

10,

29,

Provide no specification at all? 21,

Rely on design documents? 10,

Refer to national or internationalTechnical Standard 38,

Industrial (%)

Commercial (%)

Service Type of action (%)

Size

ISO 9000 Certification

Sector of activity

14,5 27,5 12,

38,9 47,7 58,

32,7 11,8 1,

10,

34,

17,

50,

13,

Technical Standard? 55,

Rely on commercial references? 14,5 27,5 12,

Provide your own specifications? 38,9 47,7 58,

Provide no specifications at all? 32,7 11,8 1,

10,

34,

17,

50,

Rely on design documents? 13,

Refer to national or international 55,

MSC (%)

Medium (%)

Large Type of action (%)

3.1.2 When buying, does your company:

Results obtained

Obs: MSC - Micro/Small Companies

Considerations

Taking into account the company size, the survey shows that medium and large companies make more extensive use of technical standards (national and international) and their own specifications, probably because they have their own technical staff. Consequently, these companies tend to use more specific and more accurate technological information.

The low incidence of medium and large companies relying on commercial references and design documents to specify their purchases strengthens the importance of the technical standards and the company's own specifications.

However, among the micro and small companies (MSC) a balanced distribution may be observed among technical standards (34.8%), company's specifications (38.9%) and no specification at all (32.7%).

This result evidences the diversity among micro and small companies in respect of the technological content of their products and services.

Additionally, it is worth mentioning the equivalence among the results for micro and small companies, non-certified companies and commercial companies, indicating that there is a high percentage of micro and small companies that still do not hold ISO 9000 certification.

This indicates the need for implementation of a technological infrastructure accessible to small companies in general and to companies from the commercial sector in particular.

Considerations

The survey indicates that the majority (51.1%) of micro and small companies select their suppliers based on history or image. In second place, they employ prequalification. This seems to be consistent with the reality of Brazilian micro and small companies.

However, the results invert for the majority of medium (68.6%) and large (73.9%) companies probably because they possess more resources available to perform prequalification, while not neglecting the supplier's history or image.

When considering the results of certified and non-certified companies, once again equivalence may be observed between:

ÿthe results obtained for medium and large companies and certified companies, and

ÿthe results obtained for micro and small companies and non-certified companies.

Again, one may infer that the majority of medium and large companies do hold the ISO 9000 certification and that the majority of micro and small companies do not.

Especially significant is the percentage of non-certified companies that do not impose any requirement (22,8%) along the buying process.

Also significant is the low demand for supplier's ISO 9000 certification, even among certified companies. This result indicates the need for a more detailed study about the real influence of the ISO 9000 certification on the buyers' confidence that the supplier will meet their requirements.

When data are analyzed by sector of activity, it is verified that the figures for the industrial sector are consistent with those from the medium and large companies, and those from certified companies. On the other hand, once again there is similarity among the results for commercial companies, micro and small companies, and non-certified companies.

3.1.4 Does your company maintain an approved supliers list?

Results obtained

Obs: MSC - Micro/Small Companies

3,7 19,

Yes 96,3 80, No 3,7 19,

96,3 80,

Certified (%)

Non-certified (%) Approved suppliers list

Sector of activity

ISO 9000 Certification

Size

No 15,7 9,2 1,

84,3 90,8 98, 15,7 9,2 1,

Yes 84,3 90,8 98,

MSC (%)

Medium (%)

Large Approved suppliers list (%)

6,

93, 15,

84, No 17,

Yes 82, 6,

93, 15,

84, 17,

82,

Industrial (%)

Commercial (%)

Service Approved suppliers list (%)

3.1.5 In order to verify what has been (or is being) supplied, does your company:

Results obtained

Obs: MSC - Micro/Small Companies

76,8 91,5 88, 7,9 13,1 23, Perform no second-party assessment? 16,1 3,9 2,

10,8 9,8 22, Perform incoming product inspection? 76,8 91,5 88, Perform manufacturing follow-up? 7,9 13,1 23, 16,1 3,9 2,

Perform product inspection at supplier’s premises? 10,8 9,8 22,

88,2 75,

15,9 8,

4,7 17,

16,2 6,

Perform incoming product inspection? 88,2 75,

Perform product inspection at supplier’s premises? 15,9 8,

Perform no second party assessment? 4,7 17,

Perform manufacturing follow-up? 16,2 6,

91,0 69,3 77, 12,8 4,7 12, 3,8 22,7 14,

Perform product inspection at supplier’s premises? 14,2 10,0 10, Perform incoming product inspection? 91,0 69,3 77, Perform manufacturing follow-up? 12,8 4,7 12, Perform no second-party assessment? 3,8 22,7 14,

14,2 10,0 10,

Size

ISO 9000 Certification

Sector of activity

MSC (%)

Medium (%)

Large Types of control (%)

Certified (%)

Non-certified Types of control (%)

Industrial (%)

Commercial (%)

Service Types of control (%)

Considerations

The survey shows that the inspection of incoming products and services is the most used method for all companies, regardless of size, certification or sector of activity.

Two aspects shall be noted:

a ) a higher percentage of large companies inspect the product at supplier's premises or follows up the manufacturing process than do the medium and small companies. This may be so because these procedures are usually expensive and, consequently, applied only in the acquisition of a critical product due to its technological sophistication or operational responsibility.

b) a relatively high percentage of commercial companies implement no second party assessment , understandably due to the type of activity they perform.