Abstract : Consumers have several considerations before choosing a particular product brand. Earlier studies showed that consumers no longer consider price when selecting a brand of processed meat products. However, factors influencing product brand selection decisions are price and differences in consumer characteristics. The study utilized a cross-sectional design with a survey method to analyse the effects of consumers' sociodemographic characteristics on perceived price in choosing a brand of processed meat products. Primary data were collected using a convenience sampling technique and a self-administered questionnaire. A total of 456 respondents were consumers of processed meat products, including sausages, nuggets, corned meat, meatballs, and meat floss. The results showed that farmers 18-42 years old accounted for 68.64% with single status (56.80%). A total of 60% of respondents were non-tertiary (69.74%), and 64.91% of farmers had fewer than 4 members in their houses and mostly stayed in urban areas (65.13%). The differences in income, location, gender, and recent education significantly influence perceived price in product brand selection decisions (P<0.001). This study concluded that sociodemographic characteristics impact consumers’ perceived prices, yet income is the dominant factor in determining selected processed livestock meat product brands.