Insights on perceived price-quality: a qualitative study/Ign. Heri Satrya Wangsa 1 INSIGHTS ON PERCEIVED PRICE-QUALITY: A QUALITATIVE STUDY Ignasius Heri Satrya Wangsa ignherisw@gmail.com / ign_heri_sw@yahoo.co.id -------------- The author would like to thank Prof. Dr. Thorsten Teichert – Universität Hamburg (teichert@econ.uni-hamburg.de) for invaluable comments and suggestions Abstract It is always coming with price that contributes to dynamics on perceived price-quality. This research employs four theories namely absolute and relative price differences (Theory-1), a “free” product (Theory-2), consumer perception of price unfairness (Theory-3), and consumer perception of price as an indicator of product quality (Theory-4). They are integrated and synchronized to provide interpretation framework. Using Consistency Test and phenomenological approach the author rationalizes participants’ responses around the issues of price and benefit to get some insights on perceived price-quality. Keywords: perceived price-quality Abstrak Selalu berawal dari harga yang berkontribusi terhadap dinamika persepsi harga-kualitas. Penelitian ini menggunakan empat teori, yaitu Teori perbedaan harga absolut dan relatif (Teori-1), teori produk “bebas” (Teori-2), teori persepsi konsumen terhadap harga yang tidak lazim (Teori-3), dan teori persepsi konsumen terhadap harga sebagai indikator kualitas produk (Teori-4) diintegrasikan dan disinkronasikan sebagai kerangka interpretasi. Dengan menggunakan Tes Konsistensi dan pendekatan fenomenologis penulis melakukan rasionalisasi respon-respon partisipan seputar isu harga dan manfaat sebagai masukan berharga dalam memahami persepsi harga-kualitas. Kata Kunci: persepsi harga-kualitas Introduction Perceived price-quality or perceived price-quality relationship is price perception on expectation of highest benefit which is manifested in consumers’ interpretation on relationship between price and product quality. There was time when market seemed to be aggresive with the coming of low-priced products. People were rushing to buy for no reason. In this case perceived price-quality is followed by consumers’ quick process of decision making to give positive response. In quick process of decision making there is a very little search and decision effort. Different products may determine different degree of perceived price-quality. Some can be purchased quickly with very little mental effort, but the others require slow process of buying decision in which a consumer needs moderate amount of time for information gathering and deliberation.