ABSTRACTThis is a study of the effects of price and brand name on the buyer's perception of product quality, value and their willingness to buy. The principal objective of this study was to find out how the prices and brand name affect the product evaluation of the consumers. A survey using purposive sampling was done. The questionnaires were distributed to 337 respondents at PUP Sta. Mesa Campus. To find the relationship between the variables, the researchers used the Pearson correlation

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... . The data collected were analyzed using SPSS. The study revealed a relative effect of price and brand name to the respondents perceives quality and value as well as their willingness to buy. Also, the findings showed a positive relationship between perceived quality, perceived value and willingness to buy as well as its relationship to their income or allowance monthly and to the frequency of purchase. In conclusion, the study showed that the price and brand name have a relative effect on the perception of quality and value as well as to the willingness to buy. For recommendations, future research should conduct other study to address value judgment of the brand focused on this study with, for instance, their services offered. It is recommended that the effects of price and brand name toward consumers' product evaluation need to be examined further in various settings to validate the arguments, hence the researchers leave it to future studies.