The aim of this paper is to determine the reasons for the formation of consumer "tribes", and to determine the specific characteristics of the behavior of members of the consumer "tribe" on the example of collectors of gramophone records as members of the consumer "tribe". The research was conducted in the form of in-depth interviews that lasted about an hour, on a sample of 10 respondents who collected gramophone records. Respondents formed a convenience sample that is previously known to the researcher, and in-depth interview guidelines were used during the interviews that were formed by the author based on the existing literature in the field of consumer tribes. Respondents point out the social aspect of collecting records as an activity that encourages mutual sharing of information and interaction among collectors as fundamental reasons for the formation of consumer "tribes" on the example of record collectors, which fully corresponds to the basic characteristics of consumer tribes. The results of the research showed a significant correlation between the characteristics of the behavior of the respondents as members of the consumer tribe of gramophone record collectors and the characteristics of the behavior of members of the consumer tribes listed in the literature described in the theoretical part of the thesis. The research shows that the basic characteristics of the behavior of members of the consumer tribe are loyalty to the object around which the consumer tribe is formed, which in this example is the collection of gramophone records, a significant level of social interaction among members of the consumer tribe based on collecting gramophone records as well as the great importance of the information that respondents receive from other members of the consumer "tribe".