Consumer behavior is the process of decision-making and actions of individual consumers when buying and using the product. However, what makes them essentially different is the fact that every consumer is unique and this uniqueness is reflected in the behavior, the process of purchasing and consumption. Due to strong competition in all sectors of commerce and industry, companies must adapt to the tastes of consumers, who are increasingly aware of the opportunities and diversity of products. As the product closer to the consumer, the greater the chance that it will be sold. Therefore, it is necessary to constantly monitor and survey the needs and desires of consumers, the factors that affect their behavior, and the ways in which consumers make purchasing decision. Today's environment in which businesses operate is marked by many competitors, many products, dynamic and rapid change, strong development of competition, and increasingly demanding consumers. Customer needs change over time and there is a need for various forms of the product. By continuously monitoring the company to better know customers and their needs, and identifying new forms of products that lack existing line. Innovation and new technologies are the foundation of economic development. Innovation is a new product, a new way of organization, a new service, etc. That are on the market and create added value. The strategic development of their companies modern entrepreneurs should be based on key skills, their own innovations or inventive application of existing business solutions. Development and innovation are essential to achieving of competence in the market, because consumers are constantly looking for quality products that will meet all their needs. Since this is a process that is completely dependent on the characteristics of the consumers and the characteristics of innovation, the key to success in innovation is its acceptance by consumers in the market.