The whole paper focuses on consumers and their behaviour. In order to get to consumers, there must be a certain product or service that will satisfy their needs. Today's product market is in constant rise, which also increases competition between companies. There are many factors that show that there is a certain difference between consumers. Factors that are able to have an influence during purchase can be psychological, personal, cultural and social. In order to get to the process of purchasing a product, a consumer has to notice the need for a certain product, investigate all the products that have similar or the same characteristics and decide which one is the best. After the product has been bought, the consumer evaluates the product and decides whether they will stay loyal to it or go for the product that comes from the competitor. A company has to constantly investigate and collect comments that come from consumers that are related to its product because it is the only way to survive on the market. Whether it is positive or negative, each comment means a lot for a certain company, because a positive comment will allow the company to expand to new markets along with attracting new consumers. In case the company receives a negative information, its duty is to remove all the disadvantages in order to prevent their consumers from choosing the competitor.