Buying different products and using different services every day that we believe will satisfy our desires or needs, we rarely think about how we actually got that product or that service. Behind this is good marketing, which is used by companies, shops or various institutions. Marketing helps us understand and learn what is behind a good product, service or idea. The aim of this paper is to show all the factors that a buyer or consumer considers when choosing a certain product or service, and to define each of them conceptually, and to show how exactly it affects the consumer's decision and how the product is presented by companies, organizations or institutions that want to satisfy their interests with their business consumer. Based on the theoretical treatment of the topic and the practical part of data collection by consumers through a survey, it will be clearly shown how important factors are for shopping and how much they make it easier for us to buy a certain product or search for a certain service