Abstract This study aims to measure the relationship between perceived rates on the branded apparel to consumer satisfaction. Price magnitude, price perception, and alternative prices tested for customer satisfaction are three dimensions of perceived prices. Two hundred and forty questionnaires were distributed, obtaining only 176 available answers. In this survey, a purposive sampling method was used, and information was analyzed using SmartPLS. All aspects of the perceived prices demonstrate a positive relationship with consumer satisfaction. In deciding their pricing strategy and tactics, the findings are essential to the apparel market players. In gaining market share and retaining the market, it is also necessary for new or small competitors to change their marketing strategies.