The aim of this paper is to investigate the perception of consumers in the consumption process and to see in what ways consumers perceive a certain product or service as worth buying. Accordingly, the elements that are decisive in making a decision are listed. In addition, one of the goals is also to find out whether consumers become loyal to the company and what precedes it, how important is the image of the company for them. The paper defines the concept of consumer profile, followed by perceived consumer values, which explains what it encompasses, and value profiles in the function of developing relations with consumers, which is based on the overall quality, satisfaction and loyalty of consumers. The paper consists of a theoretical part that is supported by scientific articles from the literature downloaded from internet sources and from books. After the theoretical part has defined and described all the mentioned and relevant features for the topic under investigation, the empirical part follows, which was carried out with a survey questionnaire. This provided primary data on a random cause. The analysis of the received answers investigated the importance of quality when buying a new product and service and how much of a role it plays, however the advantage here is the price as the element that respondents first pay attention to. In addition, there are other elements that they also pay attention to, but to a lesser extent. At the same time, the importance of the image of the company from the point of view of consumers is described and to what extent it is important for them and has an impact on their final satisfaction and the sales staff. The respondents expressed their opinion about the activities that the company should do in order to make its customer satisfied.