PECULIARITIES OF PRICING AT MANUFACTURING ENTERPRISES IN CONDITIONS OF ECONOMIC INSTABILITY

Abstract

The aim of this article is to examine the impact of economic instability on pricing strategies and identify key factors that enterprises should consider when forming pricing strategies. The relevance of the article is driven by the high level of dynamism and uncertainty in modern business conditions in Ukraine, which are influenced by economic instability, military actions, and the transformation of global markets. This poses new challenges for Ukrainian enterprises, requiring them to adapt pricing strategies to the changing environmental conditions. The research methodology includes analyzing scientific literature, systematizing factors influencing pricing in conditions of economic instability, summarizing global experience in forming pricing strategies, analyzing pricing practices of Ukrainian enterprises, and developing recommendations for optimizing pricing strategies. The results indicate that economic instability significantly affects pricing, making it a more dynamic and complex process. Enterprises need to consider a wide range of factors such as changes in demand and supply, currency fluctuations, rising costs, consumer uncertainty, and intensified competition. The findings presented in this article can have practical value for Ukrainian enterprises seeking to optimize their pricing strategies amid economic instability. The recommendations in the article can help enterprises enhance their market competitiveness through more effective pricing, increase profits by offering products at prices aligned with consumer expectations and enterprise capabilities, reduce pricing-related risks through more accurate market behavior forecasting and competitor reactions, and improve financial stability by ensuring stable revenue streams from product sales. Additionally, this research can be beneficial for pricing and enterprise management consultants providing assistance to Ukrainian enterprises in developing and implementing effective pricing strategies, as well as for professors and students in economic institutions studying pricing and marketing issue