In the focus of this graduate thesis, the analysis of the process of making a decision about buying a product / service. The process of making a buying decision is the process through which every person who has decided to buy a product / service passes. The process of making a decision about buying a product / service is influenced by many factors and marketing activities of business entities. The issues of analysis of the process of making a decision on buying a product / service are considered in the theoretical and empirical context, with the basic goals of making the work itself: determining the importance of consumers in the modern age, determining purchasing decision making processes, , determining the underlying determinants of a purchasing-based decision-making process focused on analyzing the purchasing decision making process. In the theoretical and empirical consideration of the work problem, the following methods were used: inductive method, deductive method, analytical method, synthesis method, generalization method and questionnaire method. The focus of the study was on the frequency of shopping, the place of purchase, influencing factors that determine the need for shopping, the frequency of search for information as an activity preceding the decision making on buying, the satisfaction of the respondents after the purchasing of the product, the seller's role in the sales process, other elements are essential for the decision-making process of buying a product / service. Based on the narrative of the 129 participants, there is a perceptible perception of the decision-making process of buying by modern consumers.