The issue of pricing policy in any area of business is a self-generating, and for a retailer working in a discounter format, its value increases many times over. Price, of course, remains a key factor in consumer choice of goods. It would seem that a simple inverse relationship should work smoothly: a reduction in the price of a product by a few percent will raise its sales volume and guarantee an increase in profits.

However, it isn't so simple. In recent years, marketers and analysts of the food retail market have noted significant changes in Ukrainians' consumer preferences. The buyer has become more cautious and economical in choosing a product, while striving to get the maximum quality at the lowest price.

Based on this, ATB-Market provides its customers with the most affordable food prices, and maintaining the minimum price for the goods in the consumer basket is a key element of the corporate social responsibility strategy of the company. By minimizing costs, improving technological processes and introducing innovative technologies, ATB-Market provides prices for social goods by 10-15% lower than the market average.

Great importance is attached to minimizing the seasonality factor in the pricing of agricultural products. According to ATB-Market's own research, price dynamics demonstrate the absence of such an effect.

Thus, for the period from May 2017 to May 2018, there has been a slight increase in prices for vegetables (+ 8%) and prices for fruit by (+ 22%). Compared to the same period last year, in May 2018, the price of peas decreased by 5%, buckwheat - by 42%.

Issues related to the observance of all norms and standards of quality and safety of products in the enterprise have been given the status of exceptional priority. The implementation of this strategy is carried out in a number of areas.

First of all, it is a constant monitoring. More than 1000 product samples from various product groups are subjected to laboratory tests every month. Products, as well as packaging material, are checked for physico-chemical, microbiological indicators and many other safety items.

In addition, the implementation of a globally recognized integrated food safety system is being implemented. Since the beginning of July last year, the stores of the ATB trading network have been audited and certified for compliance with the requirements of the international standard ISO 22000: 2005, which is based on the principles of HACCP.

The quality system of food safety management HACCP (from the English - Hazard Analysis and Critical Control Points) is primarily preventive actions, systematic identification, assessment and control of potential hazardous factors (biological, chemical, physical) arising in the production process. The transition of the ATB trading network to the HACCP system will make it possible to provide safe food products at the level of world standards.