Growing competition in the global markets naturally directs interests of manufacturers of goods and services in different countries to search for the mechanisms of consumer behavior and the possibilities of using these mechanisms for achieving their own goals. This problem is not only of theoretical, but also of practical interest. How can the consumer navigate through the abundance of goods and services and how can he make a choice, where the utility is maximized while the costs are kept to a minimum? Consumers look for the answers to these questions intuitively on the basis of experience. Often they use trial and error method. Entrepreneurs spend huge amounts of money on studying the demand, trying to understand the pecularities of a consumer choice and to influence the behavior of households.