Price discrimination as an element of marketing pricing policy: theoretical aspects and market practices

Abstract

. The article examines price discrimination as a key element of marketing pricing policy of modern companies. The relevance of the topic in the context of increased competition in modern markets and the importance of this strategy as a tool for maximizing profits and realizing the market potential of Ukrainian companies is substantiated.

The purpose of the article is to generalize theoretical approaches to understanding discriminatory pricing policy and analyze its application in various market conditions.

To achieve the goal, a set of methods was used: analysis of scientific literature to determine the classification and conditions for applying discriminatory pricing; comparative and systemic analysis to assess practice in monopolistic and competitive markets; empirical study of examples of the application of discriminatory policy in monopolistic markets and competitive segments.

The results showed that price discrimination contributes to maximizing companies' profits, market segmentation, and stimulating consumer demand. At the same time, social and ethical risks are noted, in particular, restrictions on access to goods and services, reduced competition, and possible injustice towards certain categories of consumers. Practical cases demonstrate the use of second- and third-degree price discrimination, where customers independently choose tariff options or receive personalized offers within the framework of loyalty programs, and businesses form special tariffs for different groups of consumers. The scientific novelty of the article lies in the complex combination of theoretical analysis and market practices, as well as in the identification of insufficiently researched issues related to competitive markets and ethical aspects of the use of discriminatory pricing.

The conclusions confirm that price discrimination is an effective tool of marketing pricing policy, which allows optimizing company revenues, stimulating repeat purchases, and maintaining consumer loyalty, while requiring careful application due to social consequences. The results obtained can be used by companies to form a balanced marketing pricing policy that combines commercial efficiency with compliance with ethical standards.