In the current era of today the man is required to spend hours at the work place in order to earn the decent level of income to enjoy a good living. Today there is no short cut to success or no substitute to hard work. Hence after earning the money the man wishes to obtain maximum possible utility out of the money that has been spend by him. Hence for this it is very important to spend money very carefully. Therefore one can see that today's consumer is a very cautious one.


