The Marketing evolved naturally with the customers, these customers became more exigent due the fact of having more access to information through the internet. In this scenery, this work is a study case with the enterprise Azeites Borges, inserted in the retail market. We want to understand if the quality of the oil Borges is the factor of bigger importance for the customers, and if the quality is enough to make this customer buy the product again and make it loyal to the mark Azeite Borges. For that, we made interviews with the marketing manager of the company and prepare a inquiry for the customers.