Trade pricing is the process of determining the prices a retailer will charge for its products or services. One of the main objectives of pricing is to achieve the highest profit while at the same time ensuring a price that will be competitive in the market. The aim of the paper is to define the concept of price and what are the methods and factors that influence the price. The purpose of the work is to understand prices and the way products are formed and determined. The paper will conduct a research on the topic of pricing in the store - Delta Color d.o.o. Some of the scientific methods were used in the work, namely the method of classification, the method of generalization, the method of analysis and the method of synthesis. Prices affect various aspects of society, namely business success, environmental sustainability, social equality, consumer habits, etc. Prices are of great importance because they affect people's lives, the economy and the environment. Pricing is one of the most important processes because it is prices that directly affect the revenues and profits of the company. The goal of pricing is to set a price that will satisfy all consumer needs. The importance of pricing can be seen through the fact that the wrong price can lead to poor sales, competitive disadvantage or the loss of money. It is important to determine the price in a careful way in order to achieve success in the market itself.