Today's modern consumer is very demanding and complex. It is difficult to "read" and multidimensional approach is needed for a proper understanding of his preferences and needs. Also today's consumer is less loyal to the brand, he is seeking constant adaptation and improvement from it. Only customers in emerging markets are affected by market brands. This indicates to a market development process and growth of consumers who clearly know what they want. They clearly see and recognize the quality, have a wider range of choices and options when choosing to buy. Customers prefer personal communication with manufacturers and retailers. Present trend among customers is seeking meaning, certain stories in products they are buying. Internet is the most influential medium that has impact on purchasing decision. Old values in society are replaced by the new ones, this is constant process, therefore marketing must observe consumer as a equal partner.