The mechanism of formation of pricing policy of the organization in the sphere of retail trade: the segment of sales of household appliances and electronics

This study is devoted to the analysis of pricing policy in the retail trade of household appliances and electronics. The purpose of the study is to identify the factors influencing price formation, as well as to build a mechanism for forming the pricing policy of organizations to increase competitiveness and customer satisfaction, considering the peculiarities of this market segment. Pricing policy is an important factor in the development of any organization. In order for the pricing policy to be effective, the company needs to conduct a high-quality analysis of the current market situation, be able to predict the behavior of consumers and competitors, and understand the patterns of all processes in the organization (both internal and external). To make informed decisions on setting prices, the company needs to have complete information about competitors, their range and prices. The value of the study is due to the fact that retail plays a significant role in the Russian economy, but a unified methodology for forming the pricing policy of companies in the segment of sales of household appliances and electronics, considering their peculiarities, has not been formed. According to statistics, the volume of this market in the country is trillions of rubles annually. The financial condition of large players in the market plays an important role for the entire economy. In this study, the authors studied the theoretical basis for forming pricing policy (using specific scientific works as an example), considered the relationship between setting goals for pricing policy at different levels of the organization, and also recorded the dependence of pricing on the company’s strategic goals. A specific list of possible pricing strategies for companies in the field of sales of household appliances and electronics, including for product groups, was given. As a result, a step-by-step mechanism for forming an organization’s pricing policy was proposed, which companies can implement in practice. In the course of the study, the authors used analytical, comparative methods, as well as the synthesis method.