Original Research

The level of importance attached to price and quality in purchasing behaviour

S. Brijball
SA Journal of Industrial Psychology | Vol 29, No 1 | a91 | DOI: https://doi.org/10.4102/sajip.v29i1.91 | © 2003 S. Brijball | This work is licensed under CC Attribution 4.0
Submitted: 24 October 2003 | Published: 24 October 2003

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S. Brijball, University of Durban-Westville, South Africa

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The study evaluates the level of importance consumers attach to specific product attributes and the perceived relationship between price and quality. An empirical analysis is undertaken on a sample of 237 Indian consumers drawn using the stratified random sampling technique. The results indicate that quality followed by price are important general evaluative criteria but their importance diminishes when other product attributes are included. Furthermore, only a quarter of the subjects perceive price and quality as having a one to one relationship. Also, biographical profiles do not impact on the level of importance attached to price but age and income influence the importance attached to quality.

Hierdie studie evalueer die belangrikheidsvlak wat verbruikers aan spesifieke produk- kenmerke en die waargenome verhouding tussen prys en kwaliteit heg. Die empiriese ontleding is op 237 Indiër-verbruikers uitgevoer en daar is gebruik gemaak van ’n gestratifiseerde steekproefnemingstegniek. Die bevindinge van die studie dui daarop dat kwaliteite en prys twee belangrike produkkenmerke is, maar hulle belangrikheid verminder sodra ander produkkenmerke ingesluit word. Net ’n kwart van die verbruikers glo dat prys en kwaliteit ’n een tot een verhouding het. Die studie dui daarop dat die biografiese profiele van verbruikers nie op die belangrikheidsvlak van prys impakteer nie, maar dat ouderdom en inkomste die belangrikheidsvlak wat aan kwaliteit gekoppel word, beïnvloed.


Level of importance; Price; Quality; Purchasing behaviour


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