Consumer behavior during shopping is a subjective feeling of an individual or a group of people. Each consumer has their own personal reaction to the purchase or spending. Consumer behavior can be explained as a complex process, so there are three phases that make up the whole consumer behavior, and there are stages of buying, using, and disposing, where each stage is considered by various factors. Also, consumers do not just come to the desired product by purchasing them, but also by borrowing, gifting, renting, etc., where when using particular products, consumers gain a variety of experiences that are passed on to others. With the internet and online shopping consumers are increasingly informed about products, and so are their demands. In order for businesses to meet consumer expectations, they must understand the consumer's behavior in regard to the product he offers. It should be noted how the culture differs from one group to another. There are significant differences between groups of people, their dwellings, thoughts, beliefs, and other characteristics, yet most of it depends on the individual, whether he will accept the culture passed down to him for generations or will he reject it. Culture emerges as an adaptive process which means it is constantly changing. But still, consumers often do not notice how much culture influences their behavior and decision-making, only once they communicate with members of other cultures. One of the greater significance of observing the consumer is an age subculture because large age differences often mean that there are large differences in behavior and shopping habits.