The study of consumer behavior is present for many years, but if we talk about the discipline of studying consumer then the time of the appearance can be accurately determined, and that the sixties. All studies in the field of marketing are connected and watched with other disciplines, but marketing as a discipline only occurs at the beginning of this century. Although the behavior of the consumer is still a lot of investigating this area is not as well covered in particular because of man's needs change is required for the adjustment work. It should distinguish between models of consumer behavior, but to avoid confusion are formed division into three major groups. The first group of consumer behavior make general models of consumer behavior, then a different economic models of consumer behavior, a third behaviorist model of consumer behavior. In the process of making the decision to end consumer markets every consumer is seen as the focus of a large number of bids by the economic operators. When a consumer buys it still has to go through a cycle of buying. The consumer of a product when making purchasing decisions not only surrounded by a large number of products but will also highlight the environment that affects the consumer as the main decision-maker. Especially important in the whole process of decision-making in the market of final consumption has the consumer's satisfaction with a product. The difference between satisfied and dissatisfied customers is evident in a variety of shapes their behavior.