This diploma thesis named “Impact of price on consumer behaviour” presents theoretical and practical parts oriented on the issue reflected in the name of this work. In the theoretical part we analyse concepts like consumer, consumer behaviour, specific generation Y and eventually we proceed to the issue of price and price tests. In the practical part we attested the technique of Price Sensitivity Meter in practice on a sample of respondents consisting of Generation Y members. The outcomes mentioned in the practical part of this work present impact of price on consumer behaviour and the change of price perception after the inclusion of socially responsible attributes. The results of this research are due to better understanding reflected in charts.