Abstract: The term quality, previously associated only to manufacturing and service activities, is now becoming more relevant in the social sciences. In such a context, quality can be seen as a measure for assessing one�s living conditions. The objective of this study is to examine to what degree middle-class Mexican families use the quality principles and philosophies -as they are commonly known in productive systems- while functioning as a social entity. Twenty five randomly selected middle-class families from the Northeastern part of Mexico were surveyed by means of a series of questionnaires designed by ten quality experts. From the collected responses, it is clear that within middle-class Mexican families there is a strong awareness of the benefits that can be obtained from the application of the principles encouraged by a culture of quality.