Nowadays, marketing of food products, especially those that provide satisfaction and pleasure to consumers, is extremely important. Packaging and its design play a key role in the world of marketing, as it enables manufacturers to better position their products on the competitive market. It is especially important to point out that the packaging of food products can significantly influence the perception of consumers and their purchasing decision. Chocolate is a product that is often used for personal purposes, but also as a gift, and the way to choose chocolate largely depends on the purpose of purchasing. The aim of this work was to examine the behavior of consumers when buying chocolate, the motives behind the purchase, and how the packaging affects their perception and decisions in different situations. The research was conducted through an online survey on a sample of 240 respondents. The results showed that chocolate is much more often bought for own consumption or consumption within the family than as a gift. The behavior of consumers when purchasing for personal consumption and when purchasing as a gift differs, and it is mostly visible in the importance of price. Although the taste of the chocolate is the most important feature of the chocolate in both situations, the price is more important when buying for personal consumption, compared to buying chocolate as a gift. Also, all examined features of packaging design are more important when buying chocolate as a gift compared to buying for personal consumption. The respondents mostly agreed that the packaging greatly influences whether they consider the chocolate suitable as a gift or not, and that based on the packaging of the chocolate, it is possible to estimate how expensive the chocolate is.