The present article aims to understand what can influence the Reserva store s consumer behavior during purchase process, understand what motive the purchase of Reserva s clothes and then investigate which other brands the consumers purchase. Regarding analyzed data, this article covers a range of concepts about the consumer s buying behavior, as well as the factors that influence them in this process, the concepts associated to the brand and a little historical study of the brand beginning. The research done about this study is characterized as exploratory, descriptive and as quantitative nature. The survey was distributed to 156 people selected as not probabilistically, as convenience criteria, but only 133 finished the survey. By analyzing the results, we found that most consumers are male with a small participation of females, and it was concluded that Reserva s consumers who participated survey, are heavily influenced during the purchasing process, by social, cultural and psychological factors.