Marketing Mechanisms of Forming an Enterprise’s Pricing Strategy in the Conditions of Economic Turbulence

Abstract

In conditions of economic turbulence, accompanied by fluctuations in demand, inflationary risks and a decrease in purchasing power, the issue of forming an effective pricing strategy for enterprises becomes particularly relevant. The purpose of the article is to theoretically substantiate and practically clarify the marketing mechanisms for forming an enterprise’s pricing strategy in conditions of economic instability, taking into account the behavioral aspects of consumer reaction and digital capabilities of market analytics. The study used systemic, analytical, comparative, graph-analytical and behavioral methods, as well as elements of marketing modeling, which allowed assessing the adaptability of pricing strategies and identifying the relationship between market fluctuations, consumer confidence and business performance. The results obtained showed that classical approaches to pricing (cost, competitive, demand-oriented) lose their effectiveness in crisis conditions, giving way to behavioral-adaptive models. The Behaviorally Adaptive Pricing Model is proposed, which combines economic, psychological and cognitive factors of decision-making and provides flexible price management based on data on market changes, emotional expectations of consumers and social triggers. Using the example of PwC and the telecommunications sector, it is proven that an effective pricing strategy involves a combination of economic feasibility with communication transparency, digital analytics and value personalization. The practical significance of the results lies in the possibility of using the proposed approaches to build adaptive pricing strategies for enterprises in various industries, which increase their competitiveness, ensure financial stability and contribute to strengthening consumer confidence in periods of economic instability.