Winnie, the prices mentioned were for NEMA- size starters. I agree that they are often much more than what is needed.

What you show is an "IEC" style component. These are mated to matching IEC contactors, and the assembly is a starter. They are very usefull, especially with smaller motors.
This item mounts on a DIN rail inside an enclosure. There is also a need to mount switches / push buttons, and wire them in.