There is description of cacique theory of expectancy in the article on the bases of what the model of consumer expectancy is created. Authors offer the novelty – broadening of existing expectancy theory for application to consumer behavior. Therefore consumer expectancy model was created and described. The model consists of four main parts. First stage of the model is expected customer value, what usually includes functional, economical and social values. Also it is important for the customer to evaluate social values, according to social group to what it belongs as well as previous experience. The second stage of the model process of product obtaining, how much consumer should seek for information, how decision about purchasing should be made, what roles influence decision making process etc. The authors are named this process “Decision making and purchasing stage”. The third stage is purchasing, where very important role is devoted to shop assistant, contact, physical evidence and other important factors. There are a “fight” in consumers’ mind about real benefits and real benefits (social, prestige, image, etc.) in this stage. The fourth stage is last one and it is consumer satisfaction stage. Satisfaction in its highest value can be reached by consumer after passing all stages of the model. In this stage consumer is satisfied about purchase, the awareness to the brand (or company) develops. The authors named this stage “Stage of Fulfillment of Needs”. The model is verified by using practical example form Latvian market the retail company “Stendera ziepju fabrika”, Ltd. Authors emphasize that it is possible to analyze and influence consumer behavior by using the consumer expectancy model.