In addition to the price of a product, demand is influenced by several factors, the most important of which are the prices of other products, the purchasing power of consumers, populations, and tastes or preferences. This final paper analyzes the shaping of demand, analyzes the consumer problem to determine the rules of consumer behavior. The formation of demand concerns the consumer profit and the direction of the budget, it also concerns the effect of income and the effect of substitution, as well as the maximization of consumer satisfaction, on the basis of which the demand curve is derived. Entrepreneurs constantly monitor the movement of supply and demand in order to react promptly with the supply of their own products and thus create demand for the same. In this way, entrepreneurs respond to the needs of consumers and thus establish themselves for a long time in the market niche that is their target group. The paper deals with the Analysis and design of demand. The topic was chosen for the reason that demand, in addition to supply and market, is a fundamental microeconomic concept whose understanding requires an understanding of the business of every enterprise and entrepreneurship. The paper relates the concepts: elasticity of demand and the application of elasticity in economic practice. The purpose of this paper is to show the formation of demand as well as the factors that influence the formation of demand. The practical part of the paper analyzes the formation of demand during the "Covid-19 crisis". According to many economic theorists, the Covid 19 virus will lead to a global recession. Covid 19 or the “Crown Crisis” (as can often be heard in Croatia) will fundamentally reshape the way the global economy works. The Covid 19 crisis is a crisis that results in a drop in demand, which further results in a drop in sales of goods and services. The indirect effect is an increase in unemployment because companies do not earn enough money and therefore lay off their workers.