The Impact of Impressions on Making Retail Purchases

The subject of the study is economic relations formed in the process of developing a strategy for modern retail trade (retail) based on taking into account the emotional reactions of consumers.

The purpose of the work is to establish directions for further improvement of the development strategy of retail companies based on the degree of influence of emotions on the behavior of potential buyers.

The relevance of the research topic is due to the fact that in modern conditions, globalization taking place in the world community, as well as the tightening of competition in the market environment and its specifics have led to the emergence of many ways and directions of product promotion in both offline and online modes, which did not exclude, however, the emergence of problems for retailers to stimulate sales, as well as the search for factors that encourage potential buyers to purchase a specific product. The paper establishes the distinctive features of offline and online trading in modern conditions, identifies factors that affect the emotions of the buyer and allow classifying factors that influence the buyer’s decision to purchase goods. The psychological profile of the average consumer is established and his emotional reactions to the process of making a purchase and attitude to the brand of the product are revealed.

It is concluded that it is possible to cause a potential buyer to have a positive attitude to the purchase of goods through the introduction of modern technological developments, compliance with the principles of sustainable development, as well as the use of shoppable video to accelerate the decision to purchase goods.

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