The price of retail goods determines the profile of customers who buy in the store and how much sales that store will have. It is obvious that a business with high prices has less turnover and thus less turnover, while a business with low prices of goods can lead to unsustainable business. One of the most important factors is the price level of the competition and what methods the competition uses. Depending on the sales format, the store offers goods at a certain price and level of service. The store format also determines whether the store has a small or large number of product lines. In addition to the main methods of retail pricing, there is a growing attention and popularity of pricing based on data collected using today's technologies. POS transactions collect information about the purchase history of customers and therefore organize the supply and prices of goods. The combination of retail strategies is increasingly used, and serves to differentiate customers, given that each customer group has its own characteristics. Ethical behavior in pricing policy today is of particular importance and role. The reason for this is that companies are usually in a slightly better position compared to consumers. Marketing is primarily focused on the tangible business benefits of the organization and ultimately on other goals such as comprehensive consumer information, successful communication with them and so on. The survey concludes that price formation has a great impact on consumer behavior.