Price perception appears as a prominent determinant of significant influence on the purchase decision-making process. The willingness to pay a higher price is influenced by consumer characteristics related to the perceived price. Along with it, the term perceived value appears. While perceived price refers to the customer's subjective evaluation and judgment of monetary cost associated with products or services, perceived value refers to the consumer's assessment of the overall value or benefits derived from the purchased product or service. High perceived value occurs when the resulting benefits of purchased product or service exceed the perceived cost, and then a judgment is made. The goal of this paper is to better understand the relationship between price perception and consumer behaviour from several aspects, to determine how consumers interpret prices and what contributes to the influence on the purchase of product or service. Initially, a thorough review of the existing literature was carried out and primary research was carried out in the form of a survey. The self-conducted research surveyed 67 respondents via Google forms survey that was distributed on the social networks such as WhatsApp, Facebook and Instagram. The majority of respondents acknowledged the importance of price when making a purchase decision. However, research also found that consumers consider a variety of other factors in addition to price when evaluating products or services. Price sensitivity and brand loyalty were found to vary among consumers. While some consumers showed more price sensitivity, actively comparing prices and opting for cheaper alternatives, others showed a certain level of brand loyalty, as they were less affected by price differences.