Communication of a Modern Trading Company in the Function of the Drafting of the Final Decision on Shopping

The aim of this paper is communication of modern trading business based on two-way communication between traders and customers. It is very important for buyers to have the opportunity to express themselves freely about the products or services that a particular trading company provides, and the buyers give suggestions on what should be improved. The objective of a modern trading company is to understand each client individually and use it to facilitate the decision making of customers to prefer to work with a particular company rather than with competition. Nothing provides loyalty better than excellent service. Merchandising as a form of communication seeks to influence all of its elements and knowledge to draw attention of the person-consumer in order to adopt and memorize the content communicated to him. The company, the supermarket, the hypermarket is able to define the strategies and policies of the merchandising elements, which will help build the image of the sales, as well as the way of presenting the products, resulting in the main hypothesis of work: Timely communication with consumers influences to a large extent final consumption decision.

A sale is an operational business function that connects marketing and the company to the market as a whole. The buyer becomes the owner of the goods, and the seller receives a certain counter value in money.
The essence of sales is in the creative satisfaction of the needs and wishes of consumers. Although, in the conditions of a developed market economy and the application of marketing concept, the sales job is facilitated, through market research and promotional activities, it can still be said that the sales process is now much more complex than it was before (Radočaj, 2007).

Literature Review
Sales tasks have been altered and aligned in parallel with the development of industrial production and markets. Linking production and consumption is one of the key determinants of the success of a marketing function and the overall marketing system.
In retail trade, the attitude of the consumer towards the products of the producer and their possible dissatisfaction can be seen in the complaints, the return of goods, etc. Therefore, retailers, on the basis of appropriate arrangements with manufacturers, should protect the interests of consumers. Such position (and per accommodation) close to consumers allows them to act on the programming of production according to the needs and demands of consumers (Segetlija & Maronić, 2002).
Merchandising is defined as a message sent to the consumer as a conscious intention to influence his later behavior (the purchase of a particular product). At the moment when attention is paid to one content, all other activities are hovering and interrupted the entire body occupies such a position that the observation is as good as possible. The sensory organs are changed to receive new impressions, and the brain is ready to process those impressions (Rot & Radonjić, 1995).
Visual merchandiser is the most commonly used term from the aspect of product management and its presentation in the trade, i.e., putting it into the forefront of its benefits. Visual merchandiser has a commercial approach and is in conjunction with the design in the store (Varley, 2001).  of 18 respondents who disagreed with by this conclusion, according to the level of education, 10 of them were with secondary education, and 8 with a high professional qualification.
2) Does communication with consumers affect the decision on final consumption?

Figure 3. Authors' Research
The question of satisfaction with services provided in trading companies, the following answers were obtained: 47 respondents are satisfied while 43 respondents are not satisfied with the same.

Conclusion
Commercials in form of the video is seen by respondents through the media or at the point of sale at a greater or lesser extent dictated by their final buying. Summarizing the results of the conducted research, it is concluded that the opinions of the respondents are not identical, but also that there are no significant differences in opinion, it can also be concluded that the respondents are very familiar with the communication in the modern trading business. Based on the hypothesized H 0 -Timely Communication with consumers, to a large extent influences the final consumption decision, it is concluded that the hypothesis is accepted and that there are a whole range of other factors that greatly influence it.