In the thesis are analyzed more detailed the concepts of perceived quality and perceived costs. As determinants of perceived quality and perceived cost were chosen brand, price and country of origin. Special attention is given to the stages in consumer's decisions in purchasing and to the impact of brand, price and country of origin on consumer's behavior. In order to determine the importance of brand, price and country of origin in the purchase of spirit products research has been conducted by the use of questionnaire. The questionaire was conducted on a convenient sample of 115 consumers with various socio-demographic characteristics. The dominant form of questions in the questionnaire were statements on which respondents expressed their level of agreement. The study looked at the effects on brand and brand image on the consumers perception, influences of prices and the impact of the country of origin and the image of the country of origin on the consumers perception. Results of the research show that the most important cues are price, then brand and the country of origin. Country of origin proved to be an important criteria in the purchase when consumers do not have other product information available. Based on the results it can be concluded that the producers of spirit drinks should pay special attention to the brand, price and country of origin as well as this cues should communicate though their promotional campaigns.