Get a dream of your life and just enjoy it. INTRODUCTION a good management of markets knows that at present represents the consumer, their needs, demands, position is the decisive actor in consumption, use of products, services offered, hence the importance of taking into account, to evaluate their characteristics, determine which are the more pronounced and give step required strategies to identify himself with the company that provides products that more required, with all the features you requested for your consumption. FEATURES, reach across country, regions, departments, presented consumers fully identified with a purchase behavior that has been acquiring according to incidence, persuasion, promotion that the company uses Pro serve, conquer it, therefore, the Venezuelan is not isolated before the need to know their characteristics, so companies delve into offering those products, services required to meet their needs. Main features Venezuelan consumer: the respect of determining some of these features, as observed, Ana participant Martinez Professor of marketing at the graduate course management of the quality and productivity of Faces, universidad de Carabobo, Valencia, Venezuela, brings the following should be taken into account: the Venezuelan consumer is currently influenced by the factor price in all respects, this has meant that many companies have innovated their conceptstrying to compete mainly by the attribute price, the vast majority seeks to be perceived by consumers as having the cheapest prices, best deals, etc. In this scenario, the loyalty to the brands weakens and offers and promotions acquires greater importance. Before the reduction of the household budget and great insecurity prevailing in the country, the consumer is not only more planned, restrained, cautious but it has changed its demands for consumption based on existing variables. The key trend has been noticed by replacement of marks, decrease of consumption and disposal of products which in previous years were part of the daily market of families and that now leave it in the background for example: ice cream, junk food, variety of drinks.