The paper discusses customers’ purchasing behavior in the industrial pumps market. Considering the increase in the global competition among suppliers, they must design and employ customer-oriented strategies to compete successfully in the market. The empirical analysis is based on the survey data from a sample of 133 industrial pump buyers. The importance of each of the supply factors that are important for a successful sales process is analyzed. The results show that the brand of industrial pumps has a statistically greater influence on smaller customers than on larger customers. The study contributes to the existing literature on purchase decision-making and industrial branding. A broader potential application of the results is discussed, and possible research directions in this area are presented at the end, given the limitations of this study.