Despite the fact that the range of players in telecommunication market is not large, the companies operate in continuously increasing competition on one side and slowing extensive growth of the industry on the other. This leads companies to an understanding the fact that the efforts of the company's management should be directed to the area of intensive growth. One of the factors that increase the intensification of a telecommunication company is planning a tariff policy strategy. This paper is devoted to forming the tariff policy of a company with regard to the preferences of subscribers.
It is important to study the determinants of conspicuous consumption. Self-concept clarity is such internal determinant in our study. Conspicuous consumption is the spending of money on and the acquiring of luxury goods and services to display publicly economic power. The results evidence that people who have a tendency to conspicuous consumption and positive attitudes to such consumption have a high level of self-concept clarity.