Purpose - The purpose of this paper is to conceptualize several dimensions of product-price knowledge and to develop measurement variables that qualify a person's product-price knowledge. Assuming product-price knowledge is a multidimensional construct, the relationship between its dimensions is to be investigated and consumer characteristics are to be analyzed according to whether they influence these dimensions. Design/methodology/approach - Drawing on existing research, the paper theoretically develops a framework that proposes a taxonomy of product-price knowledge and leads to a road map to identify determinants that probably affect a person's product-price knowledge. Applying data on 319 shoppers, a path model simultaneously estimates the internal structure of the specified dimensions of product-price knowledge, and determines the influence of the selected consumer characteristics on product-price knowledge. Findings - The proposed taxonomy sees product-price knowledge as encompassing not just isomorphic prices, i.e. actually or formerly perceived and recalled prices. Rather, inferential prices, such as the normal price, or the upper reservation price for a product, as well as knowledge about price-setting conditions and confidence in memorized prices, comprise important elements of a person's product-price knowledge. As a result, there are several measurement variables to qualify a person's product-price knowledge. The empirical results identify price mavenism, price consciousness, the use of a shopping list, and shopping frequency, as determinants of the accuracy and size of, and confidence in, one's product-price knowledge, even though the impact structure is not uniform. There are some indications that formerly encountered price stimuli represent a relatively obsolete part of a consumer's product-price knowledge. Research limitations/implications - Research on product-price knowledge should not be restricted to measuring the accuracy of recalled paid prices. Size of product-price knowledge, and confidence in one's price knowledge, are identified as measures that are at least equally important to qualify a person's product-price knowledge as accuracy. Furthermore, size and confidence are also additional dependent variables in analyzing determinants of consumers' product-price knowledge. This is important for researchers and practitioners. Originality/value - The proposed taxonomy and the empirical results lead to finer grained understanding of product-price knowledge as a multi-dimensional construct and its determinants. [ABSTRACT FROM AUTHOR]