There is no information available about Baby carrot consumer behavior in Brazil. This exploratory study aims to identify issues related to individual differences that build a consumer behavior model. Specifically, the goals of this study are to reveal the consumers´ perceptions and attitudes related to Baby carrot; the reasons that guide their choice or rejection; and the reasons which limit their consumption. Data were collected through personal interviews, personal observation and focus groups, and assessed using the multi-attributes Fishbein and Point Ideal models. The results suggest a favorable attitude regarding Baby carrot, but the preference is for the common carrot, which is highly accessible to all social classes due to its high availability and low price. Baby carrot is affordable to consumers with higher purchase power. It is perceived as a sophisticated product, and it is consumed only in special occasions. Among the various hypotheses and assumptions which may be formulated based on this study, it is recommended to test whether Baby carrot is, in fact, more palatable than the common carrot and if is really attractive to children. The results of this suggested study may suggest changes in strategy for market positioning in order to meet the public needs, including children, and thus increase market share of Baby carrot.