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MARKETING ANALYSIS OF PRICE POLICY OF FOOD SUPERMARKETS AT THE REGIONAL MARKET (ON THE EXAMPLE OF DRINKS)

Annotation

In article authors considered the perspective of application of various methods of pricing in a trade policy of food supermarkets. They offered to use the technique based on measurement of sensitivity of the consumer to the price (PSM) as basic as it, on the one hand, is focused on valuable approach from the consumer, and on the other hand, it can be used for the analysis of the competitive environment. Authors chose four commodity groups (tea, juice, sweet sparkling water, medicinal mineral water) as object of research. In each of groups they took popular brands and considered the range of the real prices established on these brands in 6 large grocery supermarkets of the city of Tambov (Europe, Uley, Line, Magnet, Ogonyok, Auchan). Authors made research with participation not less than 150 respondents on each group who noted, what price for a product they consider too cheap, and which associated at them with poor quality; cheap which associated with favorable purchase; road, but after all the available; too expensive. They built the cumulative curve on each question, according to a PSM method, on which crossing they defined the optimum price and the price of indifference which difference is the optimum range of the price. Besides authors defined points of limit low cost and limit high cost which difference gives the admissible range of the price. Authors analyzed real prices of the studied brands in grocery supermarkets regarding entry into the admissible and optimum range of the price on the basis of what authors made definition, to what class of supermarkets it is possible to carry this or that shop. They offered three categories: «national» - shop where the majority of products are included into the admissible range of the price and are associated at the consumer as normal from a position the price quality; «econom» - the majority of products are behind the lower bound of admissible price range and are associated with poor quality; «expensive» - the majority of products are behind the upper bound of admissible range of the prices.

Keywords

pricing; PSM method; optimum price; trademarks

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Pages

78-87

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