Price and price-quality perception of minimum wage consumers: research on mobile phone products

// ABSTRACT IN ENGLISH: Contemporary firms must determine more precise prices by revising organisational structure through evaluating their existing and potential consumers profiles to survive and gain competitive advantage in their markets. Therefore, defining consumer perceptions related to price, according to their demographical properties and considering quality, prestige, value and discount concepts is now more crucial. In this study, the determinants of the price-quality relationship is examined for minimum wage employees. Using the survey method, data collected from 400 participants living in the Karabük district, employing T-test, ANOVA, factor analysis and multiple regression methods. T-test results indicate that participants evaluate the price-quality relationship and discount sensitivity differently according to their gender. ANOVA test results show that participants appraise price mavenism differently according to their age, while appraise discount sensitivity and price consciousness differently according to their jobs. Multi-regression methods, which use six factors obtained through factor analysis, indicate that consumers figure out the price-quality relationship more precisely if their value consciousness, prestige sensitivity and price consciousness ascend.