The quality of cooperation depends on many factors, among which much emphasis should be put on efficient communication system of the company with the market, understood as the formulation of convincing messages, whose property is to "penetrate" to the recipients and influence them in the expected manner. Bearing this in mind, this paper presents the factors that have a significant impact on making the purchasing decision. The investigations have been referred to the market of agricultural machinery. The necessary analyses of the subject literature in the area of marketing and sales have been presented in the first part of the study, they have become the foundation and set the right direction for further research, results of which will be presented in this part of the study.