The economic growth occurred in Brazil in the last years made an important market emerge, the class C. Nowadays, this economic class represents the majority of the Brazilian population, with the biggest consumer power, what created an important focus in studying this market. The objective of this study is to identify the buying process and the class C consumers perception related to finishes materials, particularly in the countryside of Rio de Janeiro. To achieve this goal it was made interviews with consumers and sellers, and with that it was possible to identify different types of buyers. Although, the price item decision was the most relevant, seller influence and credit shows to be very important too.