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.
