The subject of this thesis is an analysis of the impact of the sales personnel and advertising on consumer behavior on the example of Tomic & Co Ltd. The research problem was to establish do, and to what extent, the behavior of sales personnel and advertising affect certain aspects of consumer behavior. Thereby the consumer behaviour refers to the consideration of purchasing a specific car brand, additional information seeking, showroom visits and purchase/repurchase intention. The aim of this work was to examine the impact of the sales personnel and advertising on consumer behavior. Thus the need to understand the factors that influence consumer behaviour is highlighted. The study was conducted in Dalmatia and the survey was conducted online on an intentional sample of respondents. To measure respondents' attitudes is used 5-point Likert scale. For hypothesis testing and analysis were used quantitative methods of data analysis, i.e. t - test, correlation test and z – test of proportion. Thus, research has confirmed the influence of the sales personnel on the selection of BMW cars. Thereby proving the influence of kindness/affability as well as expertise on the selection of BMW cars. The hypothesis that besides quality of product and service, on the selection of the BMW brand most affects the behavior of sales personnel, has been refuted because exterior and interior of the car have bigger impact. Furthermore, the study confirms that the behavior of sales personnel affects the intention of buying a car. The hypothesis that advertising of BMW cars affects the consideration of buying that brand car, additional information seeking and showroom visits, has also been confirmed. Furthermore, it has been confirmed that the information found on the Internet affects the decision about which car model to buy more than those provided in showrooms of Tomic & Co Ltd. company. It has been proven that website encourages thinking about that brand as a possible choice, such as visiting a showroom. Therefore, the importance of the impact on consumer behaviour/ purchasing decision can be attributed to the behaviour of sellers, advertising and the quality of the website of the company.