This thesis serves as an analytical overview of factors which affect end-consumer behavior. Before marketing experts engage in the development of their marketing plans they should thoroughly analyze consumer markets and consumer behavior first. Companies must make their research on who makes their market (occupants), what does the market buy (objects), why does the market buy (objectives), who participates in buying (organizations), how does the market buy (operations), when does the market buy (occasions), where does the market buy (outlets). Consumer behavior is influenced by four key factors: cultural factors (culture, subculture, social class), social factors (reference groups, family, social roles and statuses), personal factors (age, strange in the life cycle, occupation, economic circumstances, lifestyle, personality, selfconcept) and psychological factors (motivation, perception, learning, convictions and principles). If wanting to understand the ways in which consumers make decisions, marketing experts should identify who makes the buying decision and who or what has any input into it. The thesis analyses the typical buying process which consists of the following stages: problem recognition, information search, evaluation of alternatives, purchase decision and postpurchase behavior. The task of a responsible marketeer is is to understand customer behavior at each stage. However, it must also be taken into consideration that the attitudes of others, unanticipated situational factors and perceived risk also may have an effect in the final purchasing decision. The same can be said for the level of postpurchase satisfaction, the use and disposal and the actions which the companies take to ensure maximum consumer satisfaction, the establishing of loyalty and repeated purchase.