Theoretical starting points: As one of the oldest professions of man during its socio-economic development sales has come to a point in which it needs to devise various steps in order to afford the buyers with what is interesting to them and worth their attention. To make buyers pay attention to the products/services that the market offers, manufacturers have sought "help" in various branches. One of these branches is psychology. It provides insight into the characteristics of a man which is important for creating excellent sellers, as well as for understanding the interests of the customer. Method: On 31 May 2016, a survey was conducted among the students of marketing management at the Faculty of Economics and Tourism "Dr. Mijo Mirkovic "in Pula through a questionnaire. The questionnaire provided an insight into the impact of psychological factors of customers, and to what extent and on which phenomena in sales customers pay attention to. Results: After analyzing the results, it was found that the majority of respondents went shopping once a month, and carefully chose the store they entered, even if they were just shopping for bread. An important factor in their choice is the price of products/services as well as a creative product presentation and creativity of the seller. Although buyers do not pay attention to physical appearance, age and sex of the sellers, the expertise of the sellers is an important factor to them because they think the seller must have an answer to every question related to product/service provided. Discussion: There is offer of various products and services available to us everywhere. In order for some shops to compete in the modern market, they must recognize the needs of customers. A "modern" customer wants to experience the purchase in a more interesting way and believes that a creative and professional salesman will sell a particular product better and easier. In addition, price is an important element to the customer, so sellers have a huge task of presenting the product, as well as setting available prices for a potential buyer.