Business entities operate in the market, which is called the business market or the market of business consumption, and in the literature it is also known as the industrial market, it's also called B2B (Business-To-Business) market. The industrial market consists of business entities that buy goods and services for further production of new products and services. The need for research and observation of the industrial market arose because of its specificity in relation to the personal consumption market. In the consumer market, i.e. the personal consumption market where the end users are individuals, the industrial market includes customers such as organizations, businesses, non-profit organizations and other institutions. Compared to individual consumers, there are significantly fewer industrial customers, but monetary transactions are about 55% higher than individual consumer transactions. In order to better understand how industrial buyers, that is, consumers, think, it is necessary to know what processes are necessary for the exchange itself, what factors influence them and how these factors can change their purchase decisions or the way they buy. Like individuals, industrial buyers also make numerous decisions during the purchase process. Some decisions are routine, such as buying a used and previously known product, but if some elements of the buying process are changed, a modified purchase occurs. Then the industrial buyer is faced with a purchase decision to solve the problem.