| Annotation: | Methods. The article uses the following methods and tools of scientific research: competitive analysis – to identify competitors and their pricing models for various groups of electronics products; consumer survey – to identify consumer preferences for purchasing smartphones; standard methods of statistical information processing – for establishing consumer preferences; quantitative market analysis – for the research of the reaction of consumers to the price of smartphones by calculating the coefficients of price elasticity and income elasticity for high-tech electronics products. Results. The analysis of marketing activities of the main competitors of Citrus stores was carried out. There was investigated the marketing price formation in the Citrus retail network, as well as the main parameters of the market, where the company operates. The survey of customers in the Dnipro region revealed their preferences for purchasing smartphones. There was substantiated the necessity of the company's transition to the strategy of variable prices and application of the method of Customer Perceived Value Pricing based on the marketing research of customer perception of the product price. It is offered to use the strategy of “price convergence” within the product lines of Citrus Company. Novelty. Recommendations for improving the formation of prices for Citrus store are given, the price risks in conditions of unrecognized and unstable marketing environment are revealed, the ways to solve them are suggested. Practical value. This analysis allows Citrus to turn to a more effective pricing strategy of behavior in the Ukrainian market of high-tech electronics, which was manifested in the formation of the strategy of variable prices, i.e. setting prices for goods that are lower than those of competitors. Methodological components of pricing of goods and services of Citrus can be used in the marketing activity of other companies. |
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