The uncertainty of marketing research in the formation of prices of production

Abstract

The general conditions of formation of prices of products is obligatory accounting of all types of expenses. In the conditions of market relations, for each enterprise, the system of objective accounting of costs and management of costs necessary for production of products (services) becomes especially important. The system of management accounting, on the one hand, allows for the accounting of production costs, and on the other – to analyze costs and assess their impact on the final result of the enterprise and the adoption of appropriate management decisions. Unlike the full cost costing system, the cost accounting system known in economic theory is based on separate accounting of fixed and variable costs, which allows to take into account the impact of fixed costs on pricing and profits from the sale of final output. On the basis of application of the device of fuzzy sets the technique of determination of rational, from the point of view of the producer, the price of production (services) in the conditions of the available uncertainty of market researches and competitive advantages of the enterprise in the market of identical production is developed. In General, instrumental support of such approach to the determination of the product price is considered as a specialized information system to support the decision-making on the product price based on the results of market research. The market determined by this yield vector can be considered acceptable for the enterprise with a value of 0.55. At the same time, it may be accepted as unacceptable, but the level of clarity of assessment will be lower, namely 0.45. As you can see, the classification was quite blurred, which is a reflection of the fuzzy initial estimates of the proposed sales volumes for a certain price corridor.