In manufacturing, customers have an endless variety of options to choose from when deciding which company to do business with. Customers will make informed choices based on a whole host of factors related to personal taste, loyalty and price. But as UL showed in its recent Product Mindset of 2013 study, 95 percent of customers now believe that product quality is very important when making the overall consideration of which manufacturer to do business with. Unfortunately, they do not believe manufacturers feel the same way.