Consumer behaviour represents one of main components of the human behaviour since every
man needs certain set of tangible and intangible products that are essential for his daily life. Today, the study of consumer behaviour is becoming more actual and acute issue in the field of marketing. This is happening because a consumer thanks to free availability and flow of information, wide competitive offer of alternative products and high technological advancement became the dominant personality of a market who firmly hold a power over a market in his hands and have a decisive say about what should be produced and offered on a market. For this reason, it is the consumers who know a secret recipe for success and therefore the knowledge about consumers and their behaviour represents one of main ingredients for their accomplishment. However, understanding consumers and their purchase behaviour is a very complicated. This is caused substantially because of the complex nature of consumer behaviour what means that consumer decision-making and purchase behaviour is influenced by a wide range of stimuli, factors, events, information and elements resulting from internal nature of consumers and external character of an environment in which a consumer live. Exactly, the study of such factors enables to advert and signalize organizations the most critical ones that should be
incorporated into to the marketing strategy and its related marketing activities and tools in order to not only catch the attention of consumers but also to stimulate them towards purchase and deliver them satisfaction.