PRICING FOR AGRICULTURAL PRODUCTS IN MODERN CONDITIONS

The article states that agricultural production is one of the most risky industries. It directly depends on climatic factors, on the financial and material capacity of the manufacturer, as well as on fluctuations in product prices. It is emphasized that the price system in this sector of the economy is dynamic and needs analysis and understanding. Today in Ukraine business activity is developed, and from here strong competition in all branches. Therefore, in order to increase competitiveness, every agricultural enterprise must take measures to form a pricing policy and provide the most favorable conditions for the final consumer. After all, a successful pricing policy will help the company to gain a leading position in the market and get the maximum possible profit. Factors influencing the formation of pricing policy in agriculture of Ukraine are revealed, as well as current problems in the field of pricing in the modern market of agricultural products, so it is emphasized that producers must build a competent strategy for enterprise development, taking into account market needs and capabilities. It is established that the study of the peculiarities of pricing for agricultural products will help agricultural producers to increase the efficiency of their activities in particular, and economic development of the country as a whole. The analysis of the main trends in the formation of prices for winter wheat, sunflower and corn for grain was carried out on the example of a specific enterprise. These problems that agricultural producers face during price formation, in particular: price disparity, reduction of the producer's share in the retail price, features of the structure of the agricultural market, seasonal price fluctuations, the impact of weather conditions and more. It is noted that the level and structure of the price is also influenced by the choice of channel and place of sale of manufactured products. The main directions of solving the issue of pricing are outlined.