PRICE AS THE STRONGEST MARKETING MIX TOOL IN THE BUYING PROCESS FROM A CONSUMER PERSPECTIVE

Price and pricing policy are an important part of the buying process of both Slovak and foreign consumers. We meet with the price every day when buying goods and services. Too low prices for products can discourage consumers, as well as too high prices. Price policy and prices in the buying process have a psychological effect on the current consumer. Pricing and pricing policy is the only marketing mix that generates revenue. The changing political situation of a given country reflects very strongly on the level of the prices that most closely affect the consumers and their purchasing decisions. The objective of the contribution is the theoretical processing of the studied issue in the field of prices and pricing policy as well as the analysis of the impact of prices and price policy depending on the changing political situation in the Slovak Republic from the point of view of a Slovak consumer living in the region of Eastern Slovakia.