A product purchase support apparatus which is capable of providing detailed information on a product in accordance with a preference and the like of each customer. Attribute information indicative of attributes of customers and including priority evaluation information indicative of priority evaluation items therein is stored. Detailed information on each of the products is also stored. The attribute information associated with a customer ID for identifying a customer and detailed information on a product associated with the bar code information for identifying product detailed information are identified. Information related to the priority evaluation information included in the identified attribute information is only extracted and processed using the priority evaluation information as retrieval keys from the identified detailed information on the product. The customer ID and the bar code information associated with the processed information are stored in association with each other and transmitted as product inquiry information.