This thesis provides a comprehensive insight into the custom-made furniture industry, with a particular focus on analyzing consumer behavior. In the introductory section, the main problems and research objectives are defined, along with the methodological approach for data collection and analysis. Various research methods are used to gather relevant information about the market and consumer behavior. The key characteristics of the custom-made furniture industry are addressed. The role of personalization as a key element that allows the creation of unique products tailored to meet specific customer needs is analyzed. The importance of high quality as a fundamental determinant of custom-made furniture, ensuring durability and customer satisfaction, is also highlighted. The thesis explores the individual approach to customers, which allows for product customization according to their preferences and needs, as well as the flexibility of design, enabling creativity and innovation. Price is also considered an important factor, as it often plays a crucial role in consumer decisions when selecting custom-made furniture. The paper provides an overview of the basic theoretical models of consumer behavior relevant to this industry, including psychological, sociological, and economic aspects. Market segmentation is examined to identify different types of consumers and their specific requirements. The decision-making process is analyzed through various stages, from recognizing the need, gathering information, to making the final purchase decision. The behavior of consumers after purchasing custom-made furniture is also explored, including product usage, satisfaction evaluation, complaints, and recommendations. Key factors influencing consumer satisfaction and long-term brand relationships are identified, such as product quality, customer support, and brand experience.