METHODS OF MARKETING RESEARCH OF RETAIL ENTERPRISES PRICING POLICY AND THEIR INFLUENCE ON CONSUMER BEHAVIOR

Abstract

The article examines and groups the factors influencing the purchasing behavior of consumers: cultural factors, social, economic, personal, psychological, climatic, marketing, organizational, situational. The impact of the COVID-19 pandemic and related quarantine restrictions on consumer behavior has been identified. The study found that for the optimal choice of an effective pricing strategy, the company needs to understand the relationship between price and consumer purchases, which is determined by the fact that in market relations, the price of goods is set as a result of mutual "pressure" of buyer and seller. The concept of marketing pricing policy of the enterprise is defined and the methods of marketing research of the price are divided into two groups: direct methods based on customer surveys (method of changing price sensitivity, "price ladder"method, test without comparison) and indirect methods of price research. which is a comprehensive assessment of price and non-price parameters of the product (joint analysis, consistent choice of price-product). The advantages and disadvantages of each method are identified. Using the method of changing price sensitivity (Van Westendorp model), which helps companies understand how consumers evaluate its product and determine the range of acceptable prices for consumers, a study of consumer price sensitivity to determine the range of reasonable prices for inverter air conditioners and determine the optimal price point, in which the least number of people neglect the product because of too high or too low a price.
 It is proved that the definition and analysis of factors of consumer sensitivity to price parameters is an important aspect of marketing pricing, as the price of goods is determined not only by economic but also by psychological considerations of the consumer. This allows businesses to understand how customers evaluate its product and to determine the range of prices acceptable to the consumer. It is determined that with proper implementation, the Van Westendorp model can create successful pricing strategies for a wide range of consumer and business-oriented products, due to its relative simplicity, especially for small and medium-sized enterprises launching new products or services.