The paper Comparative analysis of men and women as consumers gives a theoretical insight into the topic and the importance of the influence of various factors on consumer behavior. The internal components of consumer behavior are processed in detail. By their behavior and purchases, consumers express their personality, which is also influenced by genetic predispositions, and with such purchases they play certain life roles in accordance with the lifestyle they live. Buying, or more precisely spending, is considered one of the most important phenomena in modern society. Consumers provide insightful look of consumption globally from a cultural, philosophical and business perspective. Consumption shows a variety of postmodern tendencies, but paradoxically, the shaping of consumption patterns continues in the growing hegemony of a market that is an essentially modern institution. Absolutely any consumer behavior can fit into a particular model of consumer behavior that consists of certain factors. Also, it is processed in detail that consumer behavior with respect to gender, which consists of a comparative analysis of consumer behavior of men and women as consumers, and deals with the concept of itself connected to gender and the impact on consumer behavior. In order to consistently complete the whole, a survey was conducted, which investigates whether women are more susceptible to impulsive shopping and whether men stay in stores shorter than women. Based on the conducted research, it is concluded that women are not more susceptible to impulsive shopping than men, and men do not stay in stores shorter than women.