# 47 311-315 View full article

УДК 339.138:658.8:658.818

DOI: https://doi.org/10.36887/2415-8453-2024-4-47

Ozarko Kateryna,
Candidate of Science in Economics, Associate Professor at the Department of Management and Marketing /Director of the Research Institute of Infocommunications State University of Intellectual Technologies and Communications,
https://orcid.org/0000-0002-1452-0686
Pikh Mariia,
Candidate of Economic Sciences, Deputy Director for Educational and Production Work of the Higher Educational Institution "Lviv Professional College of Food and Processing Industry of the National University of Food Technologies” Teacher-methodologist of the Cyclical Commission of Economic Disciplines,
https://orcid.org/0000-0003-4461-0364
Braiko Maryna,
Senior Lecturer of the Marketing, Entrepreneurship and Trade Department,
Odesa National University of Technologies (ONTU)
https://orcid.org/0000-0002-1185-6539
Golodoniuk Olga,
Senior Lecturer at the Department of Marketing, Entrepreneurship and Trade,
Odesa National Technological University,
http://orcid.org/0009-0009-1789-5385

JEL classification: D12; M31; L11

The article is dedicated to the issues of price strategies and the investigation of their impact on consumer behavior in a competitive environment. The research aims to analyze, systematize, and summarize existing theoretical and methodological approaches to formulating price strategies, substantiate their influence on consumer behavior, and identify factors that ensure effective pricing that can enhance a company’s competitiveness and meet the target audience’s needs. The study reveals that consumer behavior is shaped by multiple interconnected factors that influence purchasing choices and decisions, making it highly dynamic and sensitive to changes in both internal and external environments. Examples are provided of psychological, social, economic, cultural, and individual factors that impact consumer purchasing decisions and shape their preferences and consumer behavior. It is determined that consumer behavior is crucial in understanding how the market operates and how demand and supply are formed. The study substantiates that examining consumer behavior enables companies to tailor their marketing strategies better, enhance competitiveness, and fulfill customer needs, understanding these processes aids in forecasting market trends and responding to changes in a dynamic environment. The research identifies that price strategy is one of the most important aspects of a company’s marketing strategy, which impacts profitability and determines market competitiveness. The study finds that choosing a particular pricing strategy can adapt to the target audience’s needs and ensure stable demand in various market conditions. The research analyzes key pricing strategies, such as market penetration, premium pricing, economy pricing, price discrimination, psychological pricing, competitive pricing, and cost-based pricing. Additionally, the influence of each of these strategies on aspects of consumer behavior (such as perceived product value, purchase frequency, emotional brand attachment, and overall consumer loyalty) is substantiated.

Keywords: consumer behavior, price strategy, intense competition, price competitiveness, pricing factors.

Rеferences

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The article was received 18.10.2024