Observing the behaviour of consumer is a very demanding job. Consumers in the market are appearing as an individuals but also as a part of specific community. Wishes and needs of consumers are changing at fast pace so suppliers in the market have to constantly adapt to changes. Suppliers in order to conquer a new market they have to investigate the culture and the lifestyle of consumer. That is, get to know if there is enough consumers in area who are willing to purchase, use the product or a service. Sources in patterns of behaviour of consumers are right in society, community, family etc. Should be kept in mind that specific behaviour of consumer can change. For example, it is a known fact that for a certain percentage of purchase of men’s perfumes is due to women, which states that men perfume market cannot focus on men only anymore. Also, changes have been made when it comes to women and their lifestyle. Women have always been considered to be housewives and unemployed. Today there is a huge number of employed women who don’t have time look after household as they would if they didn’t work. Therefore, habits, wishes and needs of women as consumers have changed. The culture is a factor that influences consumer behaviour, which results in a successful or unsuccessful product or service in the market. Changes in the culture result changes in product and services in the market