 अगर अम बात करते हैं, प्राइस संसेटिविटी माकेट सेगमेंस के हवाले से, तो वो भी बहुत की इंपार्टें बात हैं समझने के लिए, because that also impacts आप की क्या प्राइसिंच्टर्टेजी एक रीटेलर फोलो करने जार हैं. तो हमारे पास, there are a lot of market segments on the basis of price sensitivity जो के derive करते हैं के आप को, किस भी स्टर्फाओ की प्र Eising strategy को फोलो करना हैं, किस थर्फाओ की आप प्रीसिंटीस्टीविटीं को फोलो करना है. सब से भो हैं अगर आम बात करते हैं, एकनोमिक खंसुमर्स के वाले से, वो customers हैं के जो के प्रटक्त का एकनामीकल सूभुस्वन धो लोगीग फर्टक्त थाए दांनी के याँऊट निगे की दिसकाूकइत का अन्पेर कोईप थाई थी आप नियग अप कोई क्यी तो र बरदक गे अदसी रिए तो परट्खऄ लगीग. तो ये वो मर्किट है, ये वो कुस्तमर है, ये जो के कोशिष करेंगे कि उनको चीप प्रडक्त मिलजै, मैं नोमली वैजब इस को चीप की बात करत्ता हो, तो इस दी लोस्ट पोस्विल प्राइस विड़ा। इप्टें दी कोलिटी, और सब केसिस के अंदर, कोलिटी का इं� भी सग्भी बार की ती अग़ा। नहीं एक वो लोुठ पोस्विल प्राइस का जो सब बनट है, वो ये एक उन्झॉमर्च का सब वल्ड़ा लंूए, के जो के एक एक अन्झॉमागल सुलुचन, एक खोस्ट अख्ट्पेक्यटे एक वाइस्ट्प्र्डिष सुझूंट मा अँद ये आप बा�エ कर लिए जिसी बेक्री से, या ना सो वो ब्रेट बाए कर लिया लिए मेवें CTC से तो इं एंडोनो भातो के आंडर ये के दिझट़रन्स है जो के स्ताट वसके ही है, अफकोअस परडट की कोलिति, परडट की फ्राएस तो यह वो सच्ट्टमर्ज हैं जब में बात कुत्टर्ट जब उयाणित, भारे में णीक स्च्ट्टमर्च की, कि जो के प्रोड्ट के बारे में दिσεण लोते, वक स्ट्टरॉस को कुन्टिरेश्यन में अच्ट्टीं ती. किंके इंकी नजर में, पीर्टाट की परिस जोगे याज़्ट बी है away the status which they are going to carry. तो अपना वी वी अर उस री तेलर का च्टेज़ भी होगा। into our status and the retailer's status also. तो योंटी अडली, प्रोडर्ख्त की प्राइसिंग की लिटेलर को, बनाने में, क्रियेट करने में, यक हैल्प मी लेगीं. तीसी तब ता एक जो खनजुमरगे है, वो असाँटमेंट और्टीड आप थेद हैं. मैं as a customer, if I am looking for let's say 10 types of cookies, so maybe I am more assortment oriented. If I am looking for 20 types of coffee, then maybe I am more of customer who is assortment oriented customer who is not price oriented, the economical customer who is not the status oriented customer but this type of customer is actually looking for an assortment into the assortment into the retail store assortment into the categories of the retail store so assortment's depth, assortment's width all these things, this type of customer is expecting from you as a retailer that you have a particular, let's say candies, how many assortments you have how many brands, how many sizes are available in those brands how many packaging are available in those sizes and how many price points are available so assortment oriented customer is focused on the depth of the assortment on the width of the assortment, what a retailer is carrying then we have personalizing consumers this is that segment which is focused on the personalization of products for example, Dell introduced that you can create your own machine online you go and collect the components and select your own machine so this was for those customers who are focused on personalization because they prefer personalized products they would like to have the product which is only meant for them so this type of consumer, for them of course pricing setting, pricing decision is a different strategy because of course those services, those products which they want to buy, that is specially meant for them then we have convenience oriented consumers these are the consumers who buy the product on the basis of convenience in this way normally basic grossed items, eggs, bread, rusk the basic commodities are the customer, the consumer who buys on the basis of convenience normally you will observe from nearby bakery, nearby general store, nearby karyana store this type of products are bought and this type of products, normally their pricing, the customer remembers it very easily and doesn't even discuss about their pricing because he is looking for convenient because the product is conveniently available to him so these are all market segments on the basis of price sensitivity which keeps a retailer in consideration when he is going to finalize his pricing similarly government also impacts pricing as we discussed earlier so what is the impact of government and retail pricing? so first perspective there are lot of things on the checklist firstly if we talk about horizontal price fixing for example set of retailers in the industry for example suppliers in the industry, for example manufacturers in the industry if they agree on some price fixing that will be considered as horizontal price fixing if we talk about vertical then in this case and the stakeholders in the vertical chain if they agree on some pricing so that is also considered as vertical price fixing similarly price discrimination we will discuss this in detail in our coming slide so price discrimination can be done if there is a proper justification for it for example if government has a regulation to maintain a price then you have to maintain a price but there are certain exceptions to it so that exception if you are able to share with the government of course you can have your product then minimum price loss in some countries, in some states there are losses where minimum price loss is also present you cannot sell under this particular price so in this case you have to abide by those losses similarly unit pricing concept, item price removal concept is a government rule about advertising for example you cannot advertise the cutthroat prices or you cannot advertise the product price less than this price or more than this price so two types of option we also have price advertising in our consideration so here when we talk about pricing so government is the main contributor to set pricing for retailer where I talked about price discrimination that if you want to do then there has to be some justification for it what is justification let me share it with you so for example first if we talk about so products are physically different if we are talking about quality meat so if we are talking about quality sugar so we have both the products government's rate list pricing will be as per the product quality standard specified by the government but there can be products which are much better than that standard so if the products are different you can have different pricing for example pulses you can have different prices for example rice you can have different prices for example price quality as per the standard given by the government and price and quality above the standard given by the government so then retailers normally price retailer pricing then if the competitor is not affected by this then you can have also a different price then price differences are due to difference in the supplier cost asha bhi hota hai that you have different supplier cost in this case again you are buying from a vendor I am buying from a Pakistani supplier both the cost of goods if it is different ultimately you have the justification to change the price or to decide the price again I have told that if proper justification is present to discriminate the price then and only you can take this decision and last we have if market conditions change if market conditions change you can react accordingly it is not that you keep on waiting and losing your money, losing your margin losing your profitability if market conditions change of course this can happen in both the cases it can happen in case of raw material price increase it can happen in case of finished goods price increase it can happen in case of price decrease in both the cases you have to react as per the market condition for this we have an exception last we will talk about last part which is the competition in which way competition impacts the pricing so first of all when we talk about market pricing normally we observe that market price market decides the pricing which means competition decides the pricing you are in the leadership position as a retailer in the price leadership or in the price followership in both the cases you cannot ignore the factor of competitor the factor of competition you cannot ignore at any point of time similarly administrative pricing where there are administrative prices this is the type of pricing where you can offer retail mixes and then in this case you can increase some price or you can improve the price level you can decide your price level or you can attract more customers by offering such kind of retail mixes so we have discussed all the factors which affect the pricing of the retailer that is the consumer that is the government that is the wholesaler that is the retailer that is the person who is affecting the pricing of course it has an impact and if we observe apart from the retailer these are the external factors and of course this helps the retailer to create a right price strategy to buy a right pricing decision so that they can satisfy their customers