A substantial number of domestic and foreign producers, and increasing competition impose the necessity to adapt to the preferences and requirements of buyers. The knowledge of the needs and expectations of current and future purchasers is a priority in business operations. Bearing this in mind, this paper presents the factors that have a significant impact on making the purchasing decision. The studies have been referred to the market of agricultural machinery. The necessary analyses of the subject literature in the area of marketing and sales have become the foundation and set the right direction for further research, results of which will be presented in the second part of the study.