Global changes which led to the redistribution of income between the high-margin offline and low-margin online basket caused not only the need for changes in management, but also changes in new approaches to the study of consumer behavior. A set of factors and criteria that guide buyers in the choice of goods and services is a fundamental issue of consumer behavior theories. A wide range of goods and services in the store and a targeted price segment strategy and loyalty programs do not guarantee the success in business. Economic recession and general decline in consumer activity determine the desire of people to save money, which means that price remains an important criterion for byer’s choice. The domestic market is filled with brands producing similar goods, that is why, it is more difficult to stimulate buying activity. Improving the quality of the presentation of goods, including through actions to sales promotion (price and non-price) allow buyers to save or be convinced of this. Retail trade enterprises, therefore, sell more goods. However, such marketing activities, in many ways, are of an emotional nature: people stockpiling "for future use" or act under the influence of the crowd. According to the theories of behavior the rationality of choice includes a set of criteria that have a strong empirical character. Such interdependence between theories of rational and empirical behavior of consumers determines the relevance of this study.
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