Marketing research: analysis of consumers’ preferences when choosing a retail chain in the Perm krai

The article analyzes the retail chains of the Perm Krai. Basing upon the online poll the authors make conclusions on preferences the consumers give to the retail chain of the Perm city. By application of the SWOT-analysis there revealed the strong and weak points and possibilities of the retail chain “SemYa", and the treats it faces. The authors give guidelines on development of the optimum strategy of the retail chain development.