Price and quality are factors that strongly influence a consumer’s purchasing decision. The purpose of the thesis was to explore the relationship between price and quality of clothing and fashion products. We were interested in how these factors influence the purchase decision of customers, as today in a competitive global market we expect a high positive price-quality ratio. The theoretical part of the diploma thesis presents the following topics: price and quality, the relationship between them and the purchasing factors that influence the purchase decision of the buyer. As part of the experimental part of diploma, a survey of visitors in a Slovenian tourist destination was conducted. Both foreign and domestic tourists and locals answered the survey questionnaire. Two hypotheses were posed, which were tested by survey analysis. The results showed that price is more important to domestic tourists than quality, while foreign tourists do the opposite. It was found that consumers are increasingly turning to quality products, and there has also been a disproportionate impact of price and quality (high price - poor quality and vice versa). It also turned out that the locals are paying more and more attention to promotional prices, promotions, discounts, etc.
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