This study analyze the behavior of Rio de Janeiro’s consumers on what concerns the Starbucks products, focusing on the different cultural aspects, and on the role the network plays on their consumer’s conceptions. For that, the study collected more information about the diverse coffee and identified Rio de Janeiro’s consumers’ life style, motivations, habits and perceptions to understand the reasons that lead to the brand’s choice. Besides that, consumers’ view about Starbucks was also analyzed to understand the role the network plays on their consumer’s conception. Results show that the Rio de Janeiro’s consumers of Starbucks’ products see the net as a modern coffee shop, and the main factors that leads to consume their products is the quality of the products and the environment offered.