In this paper we discusses the behavior of consumers, which is an integral part of social and business life, both of companies and individuals, who, by luxury, have a certain status and recognition in society. For an individual, it is very important to think of an environment in which an individual possesses or does not possess a particular status in a particular social layer. Accordingly, an individual becomes increasingly demanding and more informed about the products that interest him, and which can create a certain image in society. In today's world, there are billions of consumers who differ with age, income, education and other factors. Consumers make a large number of decisions related to the process of exchange and consumption of products and services on a daily basis. When making such decisions to consumers, personal, social and psychological factors are affected. Every expense when something buys goes through a decision-making process that begins with knowledge of the problem and ends with buying and post-sale behavior.