The shift from production and sales to studying consumer behaviour took place in the second half of the 20th century. The consumer is an important aspect of marketing. This is connected to examining the rationale for making a purchase, how one can stimulate purchasing, and why that is so. It is of utmost importance and salience to understand the behaviour of the consumer. This consists of analysing consumers, as well as analysing consumer attention, needs, wishes, but also when, where, why and how often they purchase. The consumers are influenced by a wide array of factors. These factors can roughly be divided into general, social and personal factors, as well as factors stemming from psychological processes. Marketing experts are putting more and more effort into offering the consumers an ever larger array of products and services on the market, in order to be able to satisfy their needs in a better manner. In order for the purchase to take place the consumer must first go through several stages. First of all, the consumer becomes aware of the issues, he or she looks for information and assesses them, and only then decides whether or not to make a purchase. Every individual is different and everyone spends their money in a different manner and out of different motives. These motives make certain activities more likely, by creating a certain energy which is important for making decisions later on and which leads one to being in a certain state. Attitudes are formed throughout our lives and are relatively resistant to change. Attitudes can be positive, neutral or negative. An online survey of motives and attitudes of consumers when making a purchase of a specific brand was carried out. The purpose of the study was to determine which criteria are the most salient when the consumers are purchasing a particular product.