The ever-increasing phenomenon of competition forces companies to point out in a certain way, one of which is certainly reducing the price levels with what they are trying to attract consumers. This paper deals with this kind of pricing and a more detailed explanation of all the forms used by companies when determine promotional prices. Work begins with the theory of the market and brings in the relationship its main components - supply and demand. In addition, the term price, as well as the relationship of price and other elements of a marketing mix are discussed, which must be aligned if the company wants to succeed and compete in the market. After the price, the process of price determination has been touched as well as the all the steps that follow it, after which promotional pricing is reached where are explained all the advantages and disadvantages for the company when deciding on that marketing policy. Finally, the theoretical part mentions two marketing activities that best lead to the relationship between the promotional price and the customer. The research part seeks to clarify all the theoretical assumptions in practice and the behavior that companies challenge in consumers through promotional pricing.