Demand for high-quality shopping service has seen continuous growth in the recent years, allowing retail chains to achieve sustainable competitive advantage, increase number of loyal customers. This in-turn results in demand boosting and image of the firm. To analyze and achieve this emotional reactions of customers while shopping becomes important. The paper attempts to evaluate the effect of emotional fatigue on purchase process and uses neuromarketing tool – Galvanic skin reaction analysis to do so. Changes in the buyer emotional reaction of consumers was observed through more than 150 experiments at 15 different retailers. The results showed that retailer selection depended on emotional fatigue of the customer. Different types of retailers create different emotional fatigue which affects the footfall.

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The rapid development of retail and e-commerce is forcing marketing and logistics to be competitive and adapt to the demands of end-customers. At the same time, accurately determining the demand for goods allows to better understand customers and plan deliveries. The purpose of this article is to study the change in patterns of probability of choosing the option to purchase goods among end-consumers with and without the presence of e-commerce. The study consisted of research buyers, determining the probability of purchasing goods from “consumer basket” in the traditional way and over the Internet, which is considered for the example of one of the Kharkiv districts. The results develop e-commerce potential in Ukraine and are intended to determine the motives of consumers when choosing a shopping option.