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Business decision makers are aware of the necessity of researching, knowing and also predicting behavior of consumers and buyers. Behavior of consumers and buyers depends on many factors; among them are also their characteristics, habits, attitudes, life-style, culture etc. which can all be summed up as the context of their behavior, as it will be shown in the paper. There will also be emphasized the complexity of the context;  including the importance of subconsciousness in decision making of consumers and buyers.

This paper will focus on the context of behavior of buyers and consumers and will present the methodology  and results of not only knowing but also understanding them. That is through business anthropology, it's research techniques and approaches. Business anthropology is getting more and more known and used in business world, in marketing, business management etc. Because it enables us to get insight into consumers' and buyers' needs, expectations and desires which results in better business results. Some of the results of implementations of business anthropology  into business practices will be also shown through case studies.