Tiltai

Changes caused by globalization changed consumer behaviour. It is passed from the era of items to the era of services causingemotions. On the other hand, it’s still a speculation, whether globalization affects the behaviour of Lithuanian people in choosingtourism. The research found that the Lithuanian residents still live in the era of items. For them is most important material safetyand image through items. To meet these needs Lithuanian residents prefer traveling abroad. Outbound tourism is attractive for thepopulation of Lithuania, but they frequently travel in Lithuanian territory. Lithuanian tourists are planning travel usually by themselves;this process is combined with rational. Economic, demographic and cultural factors have the greatest influence on the choiceof Lithuanians to make trips. Social, psychological and situational factors in the marketing mix have less impact.

The paper theoretically justified most important elements having direct effect upon consumer. Purpose of research is to develop theoretical model of retail internationalization elements effect upon consumers. by analyse retail internationalization process, retailers fails and success topics, consumer expectations was used general scientific methods of research – scientific literature, comparative and systematic logical analysis. The most important participant in the process of the internationalisation of retail trade is the consumer who actually determines the success or failure of a retail trade company. The analysis of the results of the survey of Lithuanian consumers allows seven principal elements of the process of the internationalisation of retail trade which potentially have a direct effect on the consumer to be identified: the format of the store, the range of the goods, the price, the country of origin of the product, advertising, communication and the image.