Introduction. «Customers behavior» is a broad notion including not only the process of buying the product (service, work) but customer’s behavior before buying and after it. Purchasing behavior is influenced by incentives and factors specific marketing policies in local sales of goods. Research methods. To determine the marketing strategy of retail trade company were monitored consumer preferences and evaluation of the quality of customer service in the two chain stores in Saratov in the summer of 2011 and 2012. The main me thod of data collection was a survey of over five hundred customers directly in stores. Discussion of results. The study identified factors choosing a store to make a purchase, the sources of information on the trading place, the purpose of visiting a particular store, shopping frequency, the estimation of the level of service, product range, design, sales area, the availability of goods for customers and the quality of each advertisement of the surveyed stores. Conclusion. Comparing the results of the evaluation of business retailers in 2011 and 2012, tt should be noted a positive trend in the estimates of the respondents.