Consumer behavior is complex and diverse, shaped by each individual consumer's unique life experiences, social interactions, and personal characteristics. In this final paper, the influence of psychological factors on consumer behavior is investigated. Key stages of the consumer behavior process, such as recognizing needs, searching for information and making purchase decisions, are subject to the influence of psychological factors. Perception, motivation, attitudes and beliefs play a key role in shaping these decisions. Emphasis is placed on perception, motivation, attitudes and personality, and how these factors influence the process of making purchasing decisions. Perception refers to the way consumers perceive products and information about them, while motivation drives their purchasing decisions. Attitudes towards products and brands also play an important role, while the consumer's personality represents the basic framework through which they interpret their environment. Understanding these psychological factors helps marketers adjust their strategies to better meet the needs and wants of different consumers.