Is There a Generalized Price-Quality Relationship?

Abstract

There is much evidence that a relationship exists between a product's price and its perceived quality [8, 9, 12, 13]. However, no study gives evidence that the pricequality relationship can be generalized to various products with varying prices and consumer purchasing patterns. Furthermore, some studies [8, 13] have relied on an implied price-quality relationship derived from a forced choice situation, and only one study [12] did not use price as the sole determinant. The possibility that other factors influence the perception of quality is largely ignored.

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