Consumer attitudes are one of the most important categories of consumer behavior in which study is invested a large amount of financial resources and marketing efforts. Many marketing strategies are being developed with the aim to influence consumer attitudes, therefore they represent an important component in determining the marketing strategy of many companies. This paper attempts to explore consumer attitudes in the case of Pampers brand, which is the leader in disposable diapers markets, as well as the impact of attitudes on consumers behavior. The aim of this study was, based on previously collected secondary data and primary research, come to conclusions about accepting or denying six hypotheses. The first hypothesis that said consumers have positive attitudes toward the brand Pampers is accepted. The second hypothesis is also accepted and said that consumers have positive attitudes towards advertising of Pampers. The third hypothesis, which said that the image of Pampers is more positive than other brands of diapers, is also accepted. The fourth hypothesis is disproved, so demand for diapers is elastic. The fifth and sixth hypothesis, referring to the impact of affective or cognitive components on the behavior are accepted. Thus, the cognitive component of attitudes positively affects behavior, and affective component of attitudes positively affects behavior. In baby products markets there is a large competition, products have similar quality, and different prices, so there is a great importance of understanding consumer attitudes and their influence on behavior.