Document Type

Conference Proceeding

Conference Track

Supply Chain Management/ International Marketing/ Business to Business Marketing

Publication Date



This article gives an overview of the development of the price-perceived quality paradigm. The original price-perceived quality model is presented to show the impact of price on consumer behavior. An extended model is discussed which shows the impact of presenting two prices to consumers in a purchase situation as well as showing the impact of various promotions such as coupons and rebates on consumer behavior. Based on two tests of the extended model, a revised model was developed to address the shortcomings of the extended model. All the previous research on the price-perceived quality model has been based on consumer buying situations. There have not been any tests of the model for business to business buying situations. This research presents a test of the revised model for a business to business buying situation.

About the Authors

Joseph (Joe) D. Chapman received his Ph.D. from Virginia Tech University. He is currently a full-time faculty member for Ball State University’s nationally ranked sales program, which is housed under the Department of Marketing. Dr. Chapman’s teaching focuses in the sales area, teaching professional selling and sales management courses. Dr. Chapman helped establish and develop Ball State’s nationally ranked sales program and has over 35 years of industry and academic sales experience. His research and consulting interests are: sales recruitment and selection, sales training, sales motivation, sales education, strategic pricing, measuring customer satisfaction, and measuring employee satisfaction.

Russell G. Wahlers is an Associate Professor of Marketing and the President’s Entrepreneurial Learning Fellow at Ball State University. He received his D.B.A. in Marketing from Kent State University. Prior to Ball State, he taught at the University of Notre Dame and John Carroll University. His industry experience includes BF Goodrich Engineered Systems in Market Research and Strategic Planning. His teaching interests are in the areas of Consumer Behavior and Marketing Simulation with research interests in consumer information processing. He has had journal articles published in the Journal of Marketing Theory and Practice, Advances in Consumer Research, International Journal of Retailing and Distribution Management, Journal of Leisure Research, Journal of Travel Research, Journal of Professional Services Marketing, Review of Business, and Marketing Intelligence and Planning.

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Digital Commons@Georgia Southern License

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