Influence of price perception on perception of quality

The article deals with the influence of price perception on perception of quality. In spite of a large amount of researches regarding the price-quality relationship, there is still no understanding how the price perception influences the perception of quality. The author shows the reasons and the terms of using the price as an indicator of the product quality. The special attention is paid to the dynamism of phenomenon of price-promoted evaluation of the quality. The article considers an aspect of consistency of “price-quality” or “price-image”.