Price and its Relation to Objective and Subjective Product Quality: Evidence from the Austrian Market

Abstract

The correlation between price and product quality is usually found to be low, but still, consumers use a rule of thumb that higher prices indicate higher quality. In the present study, data from the Austrian consumer magazine Konsument from 2004 to 2007 were analysed, and price–quality correlations were computed. Results confirm former studies as the overall price–quality relation was positive and statistically significant but small (r = .30). It was especially small in the food and beverages sector as well as for cosmetics and for inexpensive products generally. Consumers' subjective beliefs about a price–quality link and product complexity were also analysed. Results show that consumers believe that a high price signals high quality, but that these beliefs are not well calibrated, i.e., not corresponding to the product categories where actually higher price–quality correlations can be found. In sum, the results confirm for the Austrian market that price is a poor signal of quality, and that consumers are hardly aware of the particular product sectors where this signal is more valid.