The aim of this study is to introduce the meaning of quality and to show how customers recognize the quality what companies offer. Quality – and recently ethics,too – are main points during shopping and consumpti on therefore they should be considered while creating the right marketing mix for a product or service. The aims of the researches in Germany and Austria were, to figure out why customers might become disappointed concerning quality and promises and what consumers think about quality and ethics. The results of these researches - made about furniture in Germany and about organically, handmade chocolate in Austria - are useful for all companies; giving hints how they can improve their performance to reach target customers easier and to meet the customers ́ needs the best possible way.