The research objective is to enable the marketers to understand better the parameters that effect the re-purchasing decision, and to evaluate whether the factor of level of involvement influence the results. The research population consisted of young men and women aged 18-25 who were considered as the target audience. The research examined the level of loyalty, product quality and involvement, in three product categories: Low level of involvement ? Deodorant. Medium level of involvement – fashion clothes. High level of involvement – Cellular Phones. The research examined the relationship between the perceived quality and the willingness to repurchase. The research findings yielded, according to the Pearson correlation conducted between the perceived quality of the product and the consumer loyalty, a non-significant relationship on a low level of involvement, a weak signifi webdesign cant relationship on a moderate level of involvement, and a strong significant relationship regarding a product with a high level of involvement. In other words, it can be determined that on a higher level of perceived quality the consumers? loyalty is higher, depending on the product with a high level of involvement. When the relationship between the dimensions of quality to loyalty as a whole is examined, it was found that there are weak significant positive relationships between the dimensions of perceived quality (product quality, quality of packaging, etc.) and the product loyalty. These findings exemplify that the relationship between the product quality and the customer loyalty is not strong and there are situations in which clients will prefer products that are not higher quality products and even products of lower quality in categories of products with low involvement.