The increase in purchasing power of the lower-income population in Brazil highlighted the consumption strength of this new consumer group and changed the view companies had towards them and stressed the need to create specific strategies instead of simply adapting the existing knowledge focused on upper class consumers. A key sector facing this challenge is the retail business. Historically, street retail (also known in Brazil as calçadões ) has been focused on this segment. Recently, however, shopping centers have also perceived the potential coming from this consumer group and started to offer them improved infrastructure and comfort in comparison to the traditional street retail. In spite of this more attractive consumption environment, low-income consumers continue to shop in street retail stores. This study aims to understand the motivations that lead consumers to prefer shopping in the traditional street stores instead of nearby shopping centers that offer a planned environment, with more structure and with the same stores. To achieve this objective, in depth interviews were conducted with low-income consumers of a street retail area in Rio de Janeiro. From these interviews several aspects, such as price difference, were identified even in situations where this discrepancy does not exist.