Consumer behavior is constantly changing, because of that it is important to study it constantly. In order to satisfy the consumer's needs and desires, his or her purchasing decision is influenced by factors that are divided into: personal, social and psychological. Social factors are culture, society and social backgrounds, social groups, family, situational factors and personal influences. Psychological factors are those that encompass information processing, learning, attitudes and behavior changes, personal influences, and personal factors are influenced by motive and motivation, perception, attitudes, personality traits, values and lifestyle and knowledge. Marketers make great efforts to offer consumers a greater choice of products or services to meet their needs. The process of making a purchase decision can be carried out in five stages, namely: cognition of the problem, seeking information, evaluating alternatives, purchasing decision and post-purchase behavior. Consumerneed to choose the most cost-effective solution and make a purchase based on the development of alternative solutions to their problem. Customer satisfaction with the purchase depends on the quality of the product itself and the customer's expectations. Buying techniques have a significant impact on buying behavior, most notably purchasing decisions with low levels of consumer involvement. An online survey was conducted on the impact of personal factors on consumer behavior when purchasing food products. The purpose was to determine which of these factors has the greatest impact on consumers.