ПРЕДОСТАВЯНЕ НА ПОТРЕБИТЕЛСКА ЦЕННОСТ ЧРЕЗ ЦЕНАТА
PROVIDING OF CONSUMER VALUE THROUGH THE PRICE

Summary/Abstract: The price is an element which is present in every sale-trade. It is a source of information for the price offering of goods from the same or similar commodity groups, and it is a criterion when the different alternatives are compared and chosen. Therefore it participates in the process of creating and providing of consumer value. Different approaches of providing of value through the price, published in the literature and applicable to the retail trade are presented in the article. Based on that, the differentiated value through the price for every approach derived from the end users in the purchase process is also brought out.

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