MAKING THE CASE FOR PRICE AUTOMATION IN TRADITIONAL RETAIL OUTLETS

Abstract

The purpose of the conducted research is to present specific aspects of consumer behaviour when purchasing fresh milk and to present arguments in favour of pricing automation in retail outlets. The tasks that have been set are systematized in two directions: clarifying the factors that influence the choice and the understanding of consumers about the determination of a "fair" price for fresh milk. The importance of the study stems from the changes in the technological and competitive environment over the last decade, which influence the pricing decisions of retailers, as well as the importance of the fresh milk product to end consumers.

The results of the conducted empirical research can support management at the retail outlet level with ideas for developing marketing models for pricing automation with respect to food staples. The implementation of such models would lead to dynamism of prices over time and would provide greater access to the product at an affordable price for consumers.

In recent years, researchers have alerted about problems related to the realisation of foods. Perishable products among foods are particularly affected. In this regard, the role of pricing as a tool for influencing consumer behaviour and the possibilities of managing sales at the retail outlet level is of interest and, therefore, the focus of the conducted research. The study has practical implications and presents specific arguments in favour of pricing automation and its benefits.