The study of the population's demand for consumer goods - as the stock of goods increases and becomes more diversified - is more and more complex. This research cannot be limited to gathering some global levels regarding sectors and big groups of goods. Finally, the act of buying is a concrete operation concerning a concrete commodity. In this context, the knowledge of the consumers' behaviour by means of motivation research, and the competent use of the results of this research should be an increasingly intensive concern in our socialist commerce. It is the only way of ensuring the effective formulation of the goods required, a more judicious organisation of publicity, and of influencing industry and the buyers.