Every consumer is different, lives a different life, is surrounded by different people, moves in different circles, so his consumer behavior also differs. The process of consumer behavior is very complex and as such consists of numerous stages that the consumer must go through in his consumer journey. During his consumer journey, the consumer encounters various stimuli that shape his behavior. They can manifest through different channels and they mainly involve social, personal and psychological factors. In addition to the mentioned factors, a major role in shaping consumer behavior is also played by personality, which organizes the overall pattern of characteristic ways of thinking, perception, feelings and actions of consumers. In other words, personality combines all the characteristics that shape and determine how an individual reacts to the environment. The mentioned characteristics are attributes on the basis of which one person can be distinguished from another.