FEATURES OF MARKETING PRICING POLICY OF DOMESTIC ENTERPRISES IN WAR CONDITIONS

Abstract

Russia's military aggression significantly affected the marketing environment of domestic enterprises, forcing them to adapt their marketing activities to it. It was established that enterprises began to actively use various types of variable price strategies - a strategy of discriminatory prices, price differentiation taking into account geographical aspects, a strategy of preferential prices. Within the product range, they emphasize price lines, prices for a set of goods. Among the strategies regarding the price level, enterprises differentiate prices depending on the quality level of goods, offer a larger number of goods at moderate prices, and ensure that prices are set taking into account psychological aspects. At the beginning of the war, domestic enterprises were oriented towards such a pricing goal as ensuring survival, and then - on maintaining and expanding market share. At the same time, at the beginning of martial law, the state actively influenced the pricing processes, the use of price discounts by domestic enterprises decreased. However, later - enterprises restored and expanded them, actively using loyalty programs, including partnership ones, and the state's influence on pricing processes decreased. Analysis of the dynamics of the consumer price index in Ukraine during 2021-2025 shows that the largest increase compared to the previous year was observed in 2022, the smallest in 2024. During 2022-2025, the prices of bread and bakery products, fuel and animal products increased the most. It was determined that when adjusting prices within the framework of price tactics, domestic enterprises focus on studying consumer behavior, the history of their previous purchases. This allows them to make personalized offers for consumers. When calculating the price, the priority is the orientation of Ukrainian companies on a pricing model based on costs, in particular the method of adding to the cost price, which is not too high.