The paper deals with one type knowledge those are necessary for market use – knowledge about costumer wants and needs. A lot of producers are interested in what exactly costumers want or need. Some producers create by their goods and services new or chang ed needs and wants. But, from our point of view, producers pay not sufficient attention how they can optimize costumers’ needs and wants. We believe if a costumer consumes goods and services that are really best for him/her (s)he is able to maximizes his/h er utility. But it is not easy for consumers to find best bundle of goods and services. A consumer faces information uncertainty especially if (s)he wants to maximize utility not only in short run but in long run . Some consumers prefer short run maximizat ion to the long run even if they have information about negative consequences of some consumption (e. g. smoking). We emphasize that producers can help customers in finding the optimal bundle and we analyse how they can it achieve.