In addition to being inserted into one of the industries with higher growth rate in Brazil, Dove is Unilever´s brand with the highest growth rate in the world. But because soup is a product of routine purchases, there is a constant challenge in convincing consumers not to buy the products of competition, since that are no costs of changing brands for the client. Having this is sight, the main objective of this work is analyze the factors that influence in the decision making process for the purchase of Dove´s soap. This study is supported by a theoretical referential that analyzes the following points: marketing, customer behavior, the personal hygiene industry and the company (Unilever). This study is also complemented by a research with questionnaire application in order to have a better understanding about Dove´s soup customer behavior.