The first ideas related to the behavior of people as consumers in the economic sector appeared in classical economics. Consumer as an object of the study was first considered in the fundamental work of Adam Smith (1723-1790) "An Inquiry into the Nature and Causes of the Wealth of Nations". Traditional economics assumes that people are quite reasonable, though not universally, but at least in situations in which they act as agents of market relations. This means that they know (or at least, can master) all relevant information and use it to calculate in advance and can assess the consequences of the choices they face. Based on these assumptions, the classical economists formulate far-reaching conclusions on the various aspects of modern life. The basic approach to the marketing of consumer behavior can be summarized as followed: the needs of the consumer are considered as inherent, and not formed by the society or market. That's why companies are trying to "catch" the consumer by offering products or services that meet these needs better than that offered by competitors. Thuswise, the traditional market researches of the consumer behavior are close to the concept of rational economic human being.