MODELING OF MARKETING PRICING PROCESSES IN THE BANKING SECTOR OF UKRAINE

Abstract

The article conducts a comprehensive study of the mechanisms underlying the pricing strategy of banking institutions in conditions of economic instability. The purpose of the study is to develop scientific and methodological approaches to improve the bank's marketing strategy by analyzing market indicators and modeling relationships among financial instruments. The article systematizes approaches to developing bank marketing strategies in a volatile environment and identifies the specifics of pricing for banking products. A comparative analysis of the dynamics of the Ukrainian index of deposit rates for individuals (UIRD) and the Polish WIBOR index was conducted. The use of one- and two-factor analysis of variance enabled us to assess the extent of market factors' influence on the cost of financial resources. Forecasting models were developed using time-series analysis, enabling practical recommendations for optimizing bank marketing activities and increasing their competitiveness. The article determines that the study's objective is the processes of marketing activity and the formation of pricing policy in Ukrainian banks. The subject of the study is a set of statistical methods, tools, and forecasting models of marketing analysis of banking indicators. The methodological basis of the study was descriptive statistics, correlation analysis, variance analysis, and graphical forecasting of time series. The practical significance of the results lies in the ability to use the proposed models to adapt the pricing parameters of banking products to changes in market conditions. An analysis of the consumer price index was conducted, and it was found that the state of the banking sector is relatively stable in the domestic consumer market; that is, this fact is a signal of the constant need to place an inflation premium on the value of liabilities so that the offer on deposits remains attractive in the eyes of the depositor.