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In modern times, especially with the appearance of the economic crisis, pricing is one of the main activities of each company. Companies should bear in mind that the price is factor that surrounds every natural or legal person, depending on what kind of role the person is in, and that it is at all times in contact with their customers. The price is included in each segment of the company. It is not only important when selling a product or service, it is present in every phase of companies’ lifetime. It is included in the purchase value of certain raw materials and inventory. It is contained in the value of supplies, in the production process and all the way to sales value of the product or service. It is important to note that the price can be seen as a mean of differentiation, and often for the customers price can be the only reason for buying certain product. Therefore, this paper will show how price influence the purchasing decisions of consumers. The paper is a result of the research established for writing final thesis of undergraduate study.