The market is defined as the place where supply and demand meet. The offer implies the entire offer of the producer, and we look at the demand as a result, i.e. the need for both business and final consumption. Consumer behavior is different in the business market, as well as in the final consumption market, and according to this division there are business consumers (customers) and end consumers (users). End consumers will make a purchase decision after going through a certain decisionmaking process, which consists of five levels that the consumer goes through when making his decision, starting with the knowledge of the problem, followed by the search for information, evaluation of alternatives, and then the purchase of the product or service itself , which is followed by the post-purchase phase, which we can say is the evaluation phase. In order to make a decision in the business consumption market, it is necessary to establish a purchasing center, which includes different people, different occupations and professions who will participate in the process of evaluation and procurement of a certain product, equipment or service for the organization. Businesses operating in the end consumer market strive to ensure the connection and loyalty of their customers in order to ensure loyalty and connection. The same thing happens in the business consumer market where relationships between business buyers and business suppliers are essential parts of any business collaboration. They are the foundation of every organization and good relations between buyers and sellers build the foundations for future business cooperation.