Klaipėdos universitetas

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.