Choice of a specific product is one of the most important decision-making stages. The criteria for selection are determined by various factors, inter alia, the features (attributes) of products preferred by consumers. While buying particular products, consumers most often apply different criteria. In the article, the author discusses the importance of individual factors (products' features) taken into account by young families keeping their household when buying foods, cleaning and personal hygiene means, cosmetics, clothes and household appliances and radio and television sets. In every case, the most important appeared to be products' price and quality, sand the least important social considerations.