Consumer Preferences in Terms of Product Quality and Price

The article examines the relationship between product quality and price from the consumers' perspective. It emphasizes that customer preferences are primarily influenced by their income but also by factors such as age, education, and region. Based on the classification of consumers into four groups according to income and purchasing behavior (snob, demanding, standard, and undemanding customer), the article demonstrates that higher-income groups place greater emphasis on quality. A study conducted on a sample of 380 respondents compares quality preferences across nine types of products (food, clothing, and drugstore goods), and statistical analysis confirms that individuals with higher incomes choose quality significantly more often. The results indicate that quality preference increases with income, yet price remains a key decision-making factor for lower-income groups.