The aim of this thesis is how to motivate the buyer to become a loyal client of a certain store and to understand the very essence of motivation itself and therefore its importance when buying a certain product. We must take into consideration the fact that when a buyer purchases a certain product, the product itself must be og high quality and it must meet all the expectations of a certain buyer.In that way you get a buyer coming back and buying again.Only a satisfied buyer will come back again and prove the store`s good reputation. A buyer coming back all over again becomes a loyal buyer.A loyal buyer is loyal to a certain store.The aim of the manufacturer is not only to produce high quality but also reliable products in order to attract a major number of customers to the store. A loyal customer is a customer of high importance to the manufacturer.In that way the manufacturer is aware of producing goods well and on the other hand the manufacturer has customers he or she can sell to. The store itself must be available to customers in the sense of giving all the important information about the product so they would know what they are buying. In case of unsatisfaction or possible misunderstanding the problem must be solved promptly and efficiently in terms of good and clear communication. What we get at the end is a satisfied buyer whose expectations are met and a satisfied manufacturer which can sell the products and can gain profit. The profit allows the manufacturer to produce new goods and eventually expand the business.