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It's necessary to make an accent that at the present stage of economic growth, the essential changes take place in the consciousness of the customer – customer became another one, his “market consciousness” increased. They have the higher level of goods and services quality expectations, strive for more convenient arrangement and working hours, better service, lower prices. Such situations were caused by the modern society development tends, changes in the way and style of people's life. Also, the part of innovators, who endeavor to get goods, in which new ideas and technologies were embodied. It is also stipulated by the modern development temps and by implementation of information-communication technologies, and by the psychological factors.
Consumption of such goods becomes a symbol along with the buying of prestige goods; it demonstrates the high social status, shows progressiveness and contemporaneity of the customer. As the world experience shows the velocity of reaction on market changes is characteristic for small and midsize business, which are rather flexible to changes and opportunities of variable market conditions.
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