ABSTRACT: This article attempts to study of factors that form and specify the behavior and buying motives of consumers. In an era that the economic crisis has limited the available resources of consumers they appear to turn to the purchase of new products. In this project we examine the case of the company Kri-Kri S. A. which belongs to the branch of dairy industry with an important presentation in Greece and Balkans. The research was conducted in the city of Serres with the filling of 98 questionnaires by consumers and concerned the purchase of new yogurts which aimed at children of preschool age. The target of this article is to examine what motivates the consumer to go shopping and also to find from what and how the buyer behavior of consumers is influenced, regarding the purchase of new yogurts for children of preschool age. From the conclusions, it came up that the consumers consume yogurts that aim at children of preschool age, which are mainly advertised and first launched in the market.

KEYWORDS: adhesion, consumer, expectations, preferences, theory of consumer behavior