The business consumption market or industrial market today is an extremely important element in the economy of developed countries. Due to its specifics, it is a very interesting and challenging area for marketing. Namely, the number, size and location of customers, often in the long run and personal connections between business partners. Consumers do not only differ in the usual ways by age and gender, education and occupation, marital status and living arrangements. But also by their activities, preferences, interests. And the job of the provider related to all consumption is to understand, anticipate and meet the needs and desires of consumers. Whatever these consumers are, whatever they want and wherever they live. Diversity exists not only among consumers, but also among providers. However, there has been a shift from mass marketing, through niche marketing to direct marketing from sales catalogs, through television sales to online sales. Taking into account all the diversity that surrounds us, the abundance of goods and services offered to us and the freedom of choice we have, one may wonder how individual providers actually reach us with their strictly defined advertising messages. How do they know which people to target, where and how to find them, and which message would be most effective. The answer is of course consumer research. Recognizing the high degree of diversity among people, consumer researchers seek to identify the many similarities or constants that exist among the nations of the world. The interesting thing about the research that has been done is that usually a large number of people feel the same needs. This commonality of needs or interests constitutes a market segment, allows the provider to change the image of its own product, so that each market segment would perceive the product as one that meets its specific needs better than competing products. One of the most important constants, despite the differences, is that we are all primarily consumers. The term consumer is often used to describe two different types of consumer entities. The individual as a consumer and the organization as a consumer. The study of consumer behavior as a separate marketing discipline began when providers realized that consumers do not behave and do not always react in accordance with the assumption of marketing theory.