Is There a Generalized Price-Quality Relationship?

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.