Advice needed on removing rock ding on rear fender

[babydriver]

Last September, I purchased my new 2015 Scion FR-S in Hot Lava. Up to now, I have been able to keep it completely ding and dent free. However,
I was driving down MoPac Blvd in Austin Texas Thursday morning when my left rear fender, just above the wheel well, was hit by a rock or pebble sized piece of concrete from the construction going on there, probably thrown up by someone else's wheel. Anyway, it put a nasty ding in the car:

The ding is about 1" in diameter and seems to be about 1/8" to 1/4" deep. It appears that the paint is scratched/chipped and I assume that what I am seeing besides paint is gray primer. When I called my local repair shop (Caliber Collision), they came back with about an $800 guesstimate (based on the photos above that I submitted to them).

Considering the amount of loose rocks on highways around here lately, it is likely that I will have to deal with this again in some form or other, but really don't feel like shelling out 8 bills every time a rock flies up and dings my car. However, I also don't want to just accumulate dings from now on without doing anything about them.

I'm thinking about how difficult it might be to remove this dent myself and retouch the paint there. I could use some advice. It appears that small quantities of matching paint are available, along with prep chemicals, primer, and clearcoat finish, at a reasonable cost. Is there a basic kit that can be recommended for the purpose of removing dings and small dents?
I'm not talking about big dents; for those I'll go to the professional body shops. I only want to be able to repair these annoying little dings from the unavoidable crap found on roadways these days that gets thrown up by other cars' wheels.

Thanks in advance.

[Turbo95eg6]

I say try PDR and touch up

[babydriver]

Pretty much all of the items I've seen for PDR online say that it works with dents larger than the one I have. It's like a ding left by a large hailstone, about 1.5" across. I could use Bondo, but really hate to go that route. Is there a better way???

[babydriver]

Went to a shop here in Austin ("The Dent Repair Shop") yesterday and had the ding removed (PDR). $90 later and the ding is gone with the paint having no scratches at all. Unbelievable, like it never happened!

Caliber Collision wanted $800 (!) to remove the dent. Just sayin'.

[Turbo95eg6]

Post pics