In this final paper, the factors that influence the behavior of consumers are described. There are many factors that influence the consumer's choice of product, brand or store. Today, on the 21st century, the bidding market is overwhelmed by numerous product and service offers, resulting in buyers swimming in the sea of alternatives, which is why it is extremely important to know how to aproach the customer, encourage them to buy the product and, at the very end, to keep that same customer. At the beginning of the paper, the area of consumer behavior and their features is described, and the main five steps in the consumer research process. Later on, the cultural, social, personal and psychological factors that affect the consumer are explained. Later, the process of making a purchase and perceived risk are described thoroughly. Lastly there is a survey of factors that affect consumers when choosing a product (brand, design, store appearance etc.).