In the modern world manufacturers in many ways trying to reach out to consumers so that consumers chose their product. They use different kinds of motives in different measures and forms of work to consumers. Depending on the type of product or service you offer, will select the various market segments that have needs the fulfillment of which should be the basic objective of the manufacturer. The most important part of the consumer population are children, and the strategies that are used in advertisements for them in line with their expectations, so the ads are full of colors and positive words. Young people represent the most demanding segment because they are highly educated and independent but often have high expectations of a certain product or service. Middle-aged are the transitional period so that more and more committed to themselves and connecting with family and preserving health. The elderly population represents the most sensitive group of consumers because they are not prone to change and require adaptation so that they ensure the security and simplicity. Given the different types of segments, manufacturers are forced to constantly innovating and improving its products or services, they represent a new, everyday challenges posed by consumers. Family as a unit of consumption is often the most interesting marketing specialists for the biggest consumption. Very strong influence on consumer behavior of families have changes occurring in the economy and society. Some of them are changes in the employment of women, the role of men in the household, the trend of giving birth of children and fewer children per family. The fast development of society creates new trends that influence the behavior of the segment family, and family members involved in the decision-making process on the purchase. The most important trends are changing role of women in the family, all subsequent entry of people into marriage and the decline in natural population growth. Changes in the employment of women lead to changes in the role of a man in the household. Marketing experts all pay greater attention to women who have a successful career, and especially those who have a career and a family. In the segment of families affected by the growing percentage of people who do not want to tie the marriage, and in addition, a large number of divorces of people in middle age. A feature segment divorced is to continue to carry the buying habits acquired during marriage, but with time to adjust to single life. Divorces also create a new market, as buying dual products.