The marketer explained the reasons for the change in product prices several times a day

The cost of goods and services is increasingly changing throughout the day due to the introduction of dynamic pricing, in which businesses take into account demand, seasonality, competitors' actions and other market factors. Ksenia Lychagina, an international marketer, told Izvestia about this on July 30.

Dynamic pricing is a strategy in which the cost of a product is adjusted depending on current market conditions. Unlike a fixed price, algorithms analyze demand, purchase time, stock balances, competitor activity, and other parameters.

"Today, the cost of air tickets, groceries in supermarkets, and taxis can change several times a day. This phenomenon, called dynamic pricing, is becoming a new reality, where the classical law of "demand begets supply" is transformed into the formula "demand begets supply," Lychagina explained.

Air tickets remain one of the most common examples of this model. Carriers pre-allocate seats by price categories: the first tickets are sold cheaper, and closer to the departure date, the cost increases depending on demand.

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Similar mechanisms are used in restaurants and retail. For example, off-peak discounts, changes in the cost of meals depending on popularity, and electronic price tags in stores allow companies to manage demand and reduce losses.

The expert noted that the use of algorithms can significantly improve business efficiency. Companies gain the opportunity to increase profits by more precisely managing the cost of goods and services.

At the same time, dynamic pricing raises questions among consumers due to a sense of injustice. The difference in price for the same product for different buyers can be perceived negatively, especially with sudden changes in value.

Lychagina stressed that in order to maintain customer confidence in the business, it is important to ensure transparency in the operation of such systems. According to her, dynamic pricing is becoming part of the digital economy, but its development depends on the balance between the interests of companies and consumers.

On July 19, Shamil Akhmadullin, a teacher-psychologist and co-founder of the Umnoshola, said that in the last weeks of the summer holidays, parents should not turn school preparation into an intensive educational marathon. It is much more effective to develop a child's attention, memory, thinking and independence through games and daily activities. According to the expert, it is not necessary to force the child to study by force.