Quality is something a product has when it is reproduced the same over and over and over to a defined set of specifications. Some companies maintain quality by producing the product in one place. Some companies maintain quality with well defined and well engineered systems.
Consumers buy quality - they know what to expect because of the quality. This does not mean that the consumer is getting a better product. or even good product; the consumer just knows what they are getting. Having a better hamburger is not enough to compete with McDonald's just as having a better print product is not be enough to compete with Vistaprint.