CRITERIA FOR MARKETING PRICES FOR AGRICULTURAL PRODUCTION IN MODERN CONDITIONS

At the present stage of development of agrarian enterprises of Ukraine one of the main tasks is to solve the problem of pricing agricultural products. It is known that the price has a significant impact on the efficiency of the enterprise, since it also depends on the reimbursement of production costs and profits of the enterprise. In a market economy, the success of agricultural enterprises largely depends on how competently and successfully they set prices for their goods. However, the slowness of the formation of the pricing process at agricultural enterprises is now evidence of the lack of effective theoretical and methodological support for decision-making in the area of ​​pricing policy, which often leads to serious miscalculations in price setting and, consequently, significant losses. Consequently, there is a need to study the principles, methods and peculiarities of the pricing process in the industry and its impact on the efficiency of agricultural enterprises. Improving the pricing process involves creating favorable conditions for the development of entrepreneurial activity, which will allow increase the number of partners of agricultural enterprises involved in the process of selling their products. It is about the development of the intermediary institution, the deployment of sales or multi-functional service cooperatives, wholesale markets and other elements of market infrastructure. Competition among intermediaries, the availability of opportunities for agricultural enterprises to choose a profitable channel for product sales, and the elimination of the negative effects of monopsony in its sales system will make it possible to create a market environment in which there will be no obvious distortions in the pricing process in favor of one of the parties. In this article the peculiarities of formation of prices for agricultural products are investigated. The reasons and consequences of a noticeable fluctuation in the dynamics of prices for certain types of products are considered. The growth of influence on the process of pricing foreign economic operations, concentration of production of agricultural products is shown. The conclusion is made of strengthening the positions of agricultural enterprises in the process of forming prices for their products.