The present study aims to know the behavior of the consumer in relation to the decision process of purchase of Mangalarga Marchador horses. In this sense, it seeks to obtain information regarding the attributes considered important by consumers for this resolution. In order to do this, we used as a basis of research in-depth interviews and a questionnaire with people who in some way have relation with the race in question and thus generated data and results relevant to the work. The paper also makes a bibliographical review, of theories and documents, that supported the conclusions. In this way, it was possible to propose strategies to the entity that controls the breed and what it should exploit to acquire new consumers, to please and retain their current customers and to expose to the consumers themselves the profile of the market they are in, how it behaves and how they occur your transactions.