The purpose of this work was research of influence and importance of a consumer's personality has on theirs purchasing behavior. In order for a person to be a consumer, they have to spend their money to satisfy some needs, so there is a buying process that involves some consumer behavior. Consumer behavior is influenced by various factors, the most common being social, personal, psychological and situational factors. Personality can be described as a lasting set of traits, making the individual and his or her behavior unique and experience consistent. Instead of dividing people into specific types, scientists have focused on personality traits, and the most accepted personality traits are personality dimensions from the famous Big Five model: extraversion, pleasantness, conscientiousness, emotional stability, and intellect. In order to better explain the personality of the consumer, it is also necessary to explain how the purchase decision is made and what types of purchases exist. For possible post-purchase dissatisfaction, it is important to mention consumer protection, and this section is listed as an informative section for all consumers. The research determines how important consumers really are to their customers when making a purchase decision. Nowadays, all sellers are fighting for a buyer, and everyone knows that a loyal customer is the best buyer. It may seem easy, but it is very complex to keep the consumer in the present day, and it takes a lot of effort, work and energy to achieve this, so one must be well acquainted with the consumer's personalities.