In Brazil, the production and consume of ice-cream have been in high level constantly in the past years. Moved by the hot temperatures, Brazilian people consumed more ice-cream, in 2007 - according to the Association Brazilian of Industry of Ice-cream (ABIS) there has been un increase of 17.4% compared with the previous year, mainly due to the variety of products in the market. The North- American company HÄAGEN-DAZS discovered, in the Brazilian market, a potential target public and is becoming synonym of excellence and quality in her products. In this paper the conjoint analysis´ method is applied, with the objective to identify the factors that have influence in the whole process of the consumer s buying decision. Through qualitative research, three attributes were previously identified (two of which have three levels and one has four levels) that interfere in this process. After that, questionnaires with twelve previously selected cards were distributed so that the interviewed people could order them according to preference. As a result of this work, it was possible to identify which attribute is considered as the most relevant by the consumers, as well as reach the ideal product and outlining proposals through the combination of these attributes.