The shopping service of the store plays an important role in shaping the opinions of customers in a store. Endless progress has been made on quality management of consumer services confirmed through numerous methods and standards that are based on consumers. A typical consumer receives a large amount of information in the shopping process. In the process of perception of this information, consumer must not only find necessary data, but also process, analyze, and evaluate this date, and weigh the pros and cons, relate it to his own needs, and at the end, make a decision: to buy or not to buy a certain product. All these reflect on consumer’s fatigue, stress, and other negative fallings obtained during any shopping. In this case, the buyer can make the wrong choice and the quality of his decisions would deteriorate. Therefore, investigation influence of store type on the emotional state of consumers in the urban purchase provides significant reserve for marketing development in this sphere. Research provides explanation of emotional fatigue on the type of stores. The regression models describing the shift in emotional state of the buyer in purchase process of different type of shops were obtained. Research was conducted in the residential area of Kharkiv, Ukraine. The presented model shows the average value of the indicator of the emotional system of buyers after shopping, which can be used to determine the likelihood of shopping on the basis of emotional fatigue.
Purpose – the purpose of the paper is to set up a method of retail trade area analysis using multiple variables modeling at a residential zone.
Research methodology – system analysis; regression analysis; correlation analysis; simulating; urban characteristics
analysis.
Findings – retail trade area analysis using multiple variables modeling at residential zone based on the proposed method is performed by directly processing and analysing data in a separate zone.
Research limitations – the obtained results can be used for data variation range of conducted experiment.
Practical implications – the proposed method makes some adjustments in estimating the limits of the trade area, specifying it with the help of the non-linearity factor and area slope, thereby changing the shape of the circle into a complex
figure, depending on the geographical landscape and the structure of the roads. Implementation is made for one of the
consumer’s zone in Kharkiv, Ukraine. The results allowed to adjust the trade zone, which in fact reduced it twice.
Originality/Value – the probabilities of visiting retailers have been calculated according to the developed model considering surrounding limitation. In such conditions, the analysis of the consumer market and identification of the trade
zone of the retailers is one of the forms to improving the efficiency of the retailer functioning
The article presents the results of studying enterprises in the hotel and restaurant sector of Kharkiv region for the purpose of achieving an aggregate picture of the quality of managing the hotel and restaurant sector in the region and developing recommendations for optimizing management mechanisms. The subject of the research is the theoretical and practical aspects of improving the process of managing enterprises in the hotel and restaurant sector in Kharkiv region. The practical significance of the research is due to the real need of enterprises in the hotel and restaurant sector for applying a management system that meets market requirements in order to ensure competitiveness of their services. The trends in the development of the hotel and restaurant sector in Kharkiv region are studied. Furthermore, using an expert survey, the effectiveness of organizational structures and management systems in enterprises is evaluated. It is determined that against the back-
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