СТРАТЕГІЇ ТА ТАКТИКИ ПСИХОЛОГІЇ МАРКЕТИНГОВОЇ ЦІНОВОЇ ПОЛІТИКИ

Abstract

The article, using the components of economic psychology, considers the schemes of the decisionmaking process of an individual in the consumption of various goods and services. The peculiarities of marketing pricing in the cost and value approaches are revealed. It is determined that marketing pricing in general and specific prices in particular are the most important factors that determine consumer choice and customer behavior. The right marketing pricing strategy and tactics are the key to business success in many cases. The main thing that determines the demand for a product and its price is its qualities, such as relative rarity and innovation. From the point of view of economic psychology, the author presents and discusses the characteristics of buyer behavior that directly affect his or her attitude to the price level of a product or service and his or her reaction to price changes: psychology of the price barrier; psychological aspects of number perception; psychology of regular or traditional prices; psychology of price comparison; psychology of price perception for large packages of goods or sets of goods; psychology of price decomposition and analysis; psychology of fashion prices, etc. The models of consumer behavior and his/her motivation when deciding on the need to buy and, directly, the purchase of goods are considered. It is substantiated that monitoring of these nuances and their use allows the manufacturer to significantly facilitate the process of pricing its goods and make a more accurate calculation of a "fair" price that will not alienate the consumer. The author considers the psychological aspects that should be taken into account when finalizing the price; analyzes the strategies and tactics of marketing pricing. The most common risks that consumers face in the process of making their choice are analyzed: monetary risk; functional risk; physical risk; social risk; psychological risk. An analysis of consumer behavior based on the proposed models and the risks to which consumers are exposed when making a choice shows that many consumers are not ready, and some do not want to be responsible for making a choice and making a decision. It is determined that there are practically no such generalized formulas that can be used to calculate the optimal actions of marketers in terms of pricing technologies, since there are a number of variables that affect customer behavior: product, budget, external environment, brand, customer mood, and much more.