-The consumer shopping behaviour represents the dynamic and the constantly evolving system. The market is still more heterogeneous and consumers, influenced by the external and internal factors, alter more quickly than ever before. The market segmentation to smaller consumer entities appears as a necessity, as the trend of the marketing proceeds to the mass and individual customizing. Taken into account, these match the marketing and communication strategies more precisely. The main aim of the paper is to point on differences in consumer behaviour. We present the marketing study results focusing on the identification of the selected consumer behaviour factors determined by the female and male target audience by the consumer goods of daily use shopping. The result of marketing study is to identify consumer behaviour factors which influence on process of consumer behaviour and based on these is possible to observe differences in males and females when shopping for consumer goods of daily use shopping.

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