The aim of the thesis is to find an appropriate analytic tool by which the infants good market can be first described and then surveyed. The research is focused on the questions -- what are the places with the major consumers frequency, whether the discounts are popular with the consumers or not, how frequently is the internet used in the connection with searching for and buying infants goods, what has the strongest influence on consumers decision-making processes. The results of the research confirm that there is almost no influence on consumers decision-making process caused by demografical characteristics but by consumers individual preferences.