Pryce is a character that first appears in your village during the quest "Shifty Pryce". He will remain in your village during the entire sequence of quests he's involved in. After that, he leaves your village and does not return for a while. He is a very special character for a very special reason.
"Well here's a deal for you. Get me three energy drinks... made with this *special* ingredient. I'll give them around the village and when they can't get enough of it, we will BE RICH."