The Effect of Market Pricing on Consumer Behavior in Conditions of Uncertainty

Abstract

Objective. Purpose of the article is to highlight and find ways to solve the problem of assessing the impact of marketing pricing on consumer behavior in conditions of uncertainty. Methods. he theoretical and methodological basis of the research is inductive and deductive research methods for the systematization of marketing pricing concepts; scientific works of domestic scientists regarding the impact of marketing pricing on consumer behavior in conditions of uncertainty. The research used methods that provide the method of scientific knowledge, the method of system-structural analysis. The results. The article examines the impact of marketing pricing on consumer behavior in conditions of uncertainty. It has been proven that the consumer is the main reference point of marketing pricing. Changes in consumer behavior require extensive research in Ukraine in conditions of uncertainty. Certain changes in consumer behavior, formed in conditions of uncertainty for the period 2022-2023, were studied, namely: active purchase of promotional goods, during discounts; reduction of purchase volumes of certain groups of goods; purchase of the company's own brand products; search for cheap substitute goods; purchase of products of Ukrainian trademarks of companies; purchase of goods in online stores. It was determined that it is relevant to take into account the needs and preferences of consumers according to psychological types, which will allow enterprises to implement an effective marketing price strategy and become more successful than their competitors on the market. It is proposed to use psychological methods in the formation of marketing pricing for products in conditions of uncertainty: seasonal, holiday discounts; "rule 100"; unrounded prices; decreasing the number on the left; "price environment". The use of discounts will improve the quality of development of the marketing price policy of enterprises, save business and meet the demands of the Ukrainian consumer in conditions of uncertainty.