This work aims to understand consumer behavior of the Papelaria Santo Antônio´s toys and then to identify and evaluate the factors that consumers take into consideration when they are choosing and buying toys. It is possible to conclude by the research previously made that the Papelaria Santo Antônio is well recognized by consumers due to the excellent treatment received by them on the store. Research also showed that the storefronts and a lighting and cleaning establishment are the three most important attributes into consumers buying process. Furthermore, this work showed that the selling participation of educative toys have been increasing lately as consequence of its acceptance by consumers.