Photovoltaic electricity generation is key to achieving deep decarbonization with a high degree of electrification. It is predicted that the energy sector will reduce carbon dioxide by producing electricity mainly from photovoltaic (PV) power. Although dynamic development of the implementation of photovoltaic panels has been observed, their choice considering customer specificity is still a problem. Therefore, the purpose of this study is to propose the model of choice photovoltaic panels considering customers’ expectations. It can support the choice of a photovoltaic panel of a certain quality (satisfaction of concrete customer) in combination with the cost of its purchase. The proposed model includes acquiring and then processing customers’ expectations into technical criteria, while simultaneously considering the weighting of these criteria. It is realized in a standardized way, i.e., the zero-unitarization method (MUZ), after which normalized values of the quality of the photovoltaic panels’ criteria are obtained. In turn, the quality of these products is estimated by the weighted sum model (WSM) and then integrated with purchase cost in qualitative cost analysis (AKJ). As a result, using the scale of relative states, it is possible to categorize customer satisfaction from indicating qualitative cost and selecting the photovoltaic panel expected by customers (the most satisfactory). The effectiveness of the model was demonstrated by a sensitivity analysis, after which the key PV criteria were indicated. The proposed model is intended for any entity who selects a photovoltaic panel for customers. The computerization of calculations may contribute to its utilitarian dissemination.