The concept of consumer behavior formation influenced by relationship marketing in retail
Developing a marketing relationship in the consumer sector of the market require its subjects fundamentally different approaches to rethinking opportunities and avenues for influencing the behavior of the consumer, the choice of effective impact of marketing communications and the formation of customer loyalty to the retailer. In the article the author''s concept of the formation of consumer behavior under the influence of relationship marketing in retail and outlined its main provisions. This will allow for obtaining a positive result for both sides at the same time relations: for retail organizations - to expand the target consumer contingent, for consumers - to identify the organization and ensure its preference in comparison with competitors.