Year: 2025
Type: article
Abstract: In modern conditions, there is a need to develop adaptive pricing strategies for oil product market operators that will ensure their competitiveness in conditions of economic instability, geopolitical upheavals and rapid changes in the market situation. This is especially relevant for Ukraine, since the war led to a change in the sources of supply of oil products, requiring new approaches to pricing that take into account the impact of fuel costs on inflation, transport costs and overall economic stability. The aim of the research is to study the features of pricing strategies of oil product retail market operators in the conditions of modern challenges. The object of the research is models of pricing strategies of oil product retail market operators. The methods of the research: statistical, empirical, analysis and synthesis, expert, classification, logical, tabular and other methods. The hypothesis of the research was the assumption that retail operators of the petroleum products market need nonlinear pricing strategies to adapt to market conditions and consumer behavior. The statement of basic materials. According to the results of the research, the need for the application of a more complex nonlinear model, which provides for the possibility of adjusting prices at different stages, was identified and substantiated, and modern approaches to pricing of the main operators of the petroleum products market in Ukraine and Europe were analyzed. Specific factors that influence the pricing processes in the petroleum products market were identified. Special attention is paid to the influence of the concept of sustainable development and its consideration in pricing strategies. The originality and practical significance of the research lies in the updating of innovative pricing strategies, in particular, based on foreign experience, which allows maximizing profits, attracting new customers and maintaining a high level of loyalty of existing customers. Conclusions and perspectives of further research. Oil retail market operators use non-linear pricing strategies (dynamic, competitive, package, psychological and geographic pricing) as a tool for adapting to the unstable market environment and changes in consumer preferences. Integrating sustainable development principles into pricing models allows not only to respond to environmental challenges, but also to satisfy the growing demand for sustainable solutions, ensuring long-term competitiveness
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411610690