The article is devoted to social behaviour of people as consumers. In every country people are organized in different social groups and mainly these groups are organized according to their economical position. According to statistical data only 5% of all population of Latvia belongs to upper class with very high incomes, this social group have luxury cars, large houses, wear branded clothes. For other population it is a dream to belong to this social class. The article is based on research of social aspects of behaviour. Authors have analyzed scientific literature and articles about behaviour based on social needs and expectances of people. In the research authors presents data from survey done by Public Opinion Research Centre of Latvia and the study on the sample of 200 respondents. It gives an overview concerning the basis about purchasing behaviour and gives an insight into the variety of relevant characteristics of consumer behaviour. Authors clarify definition of social behaviour and gives insight on its influence on consumption.