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ABSTRACT The use of high quality propagating material is a critical parameter for any successful cultivation. In the present study, peach producers from the Imathia region were questioned using a questionnaire to investigate the factors that affect their purchasing choices in relation to the purchase of propagating material. The study is based on a purchasing decision model and on data collected from 100 peach producers. Data collection was conducted in September 2017 through a questionnaire created for research purposes and preceded by a small pilot sample. From the study of the data, the following were observed: The peach producers are supplying propagating material of domestic origin, by nurseries, with which they are associated with personal relationships. The most important criterion for the choice of variety is productivity and, secondly, its adaptation to the climatic conditions of the region. More generally, there was a high level of satisfaction with the propagating material purchased by the producers. Characteristics where decreased satisfaction was observed were the tree's need for care, resistance to insect pests, diseases and viral infections, and fruit resistance to transport. The educational level of the peach growers is a factor that differentiates their satisfaction from the characteristics of the propagation material associated with the sensory properties of the fruit and the services provided by the nursery. This finding supports the need for training and information for peach producers either at the level of cooperatives or producer groups on the minimum requirements for the marketing of propagating material but also on the characteristics of the new varieties and their ability to adapt to the ecological environment of the growing area.