Managing Behaviour of Retail Trade Consumers

The article is devoted to the problem of management of behaviour of retail trade consumers. It shows importance of this topic at the stage of market changes in economic and social spheres. Generalising theoretical provisions about models of consumer behaviour, the article marks out three main groups of factors that influence them: external, internal and situational. The authors offer to allocate sensor forms of communications into a separate group of factors due to a distinctive property of their impact - orientation at subconsciousness of consumers. The article analyses a psychological process of making a decision on purchase of a commodity and draws a conclusion about necessity of exerting subconsciousness influence upon consumer behaviour using the modern marketing instruments. It develops an improved model of consumer behaviour, which takes into account innovation means of impact on the buyer. The prospect of further development of this direction in science is creation of theoretical methods of managing consumer behaviour on the basis of co-operation of specialists in the field of economy, management, marketing, sociology and psychology, which would be applied in practice of management of trade enterprises.