The way that people spend their money, and the objects on which they spend it, are one of the areas where free choice and individuality can be expressed. The choice reflects personal taste, the way people see themselves and the fantasies they have about their lives, the restrictions on money a-vailable to them, the presence of others in the family with a claim on that money, and the influence of current convention, cultivation, surroundings and locality. Shopping is an important human activity. Yet shoppers are faced with a confusing situation and a rapidly changing one. The confusion arises from the claims made by advertising, from inadequate information about new products, new materials , new places to shop—a confusion enhanced by rising prices and a wider choice of goods than ever before. The search for the right purchase is based on ignorance of their own needs and ignorance of the product' s fitness for those needs. When choosing any particular item, there are several lines of communication which might provide some guidance. Yet none of these is entirely satisfactory. For example, you can ask a shop assistant initially. Even if you find one, she may quite generally not know the answers. She may be a schoolgirl with a Saturday job, or a housewife working part-time.