Nowadays, the primary sector even though it is losing space to other sectors, still is considerably important to Brazil, as it is a major producer and also has a significantly participation in the country s exportations. This sector is related to exploitation of natural resources. Commodities are applied in the market for those products that do not have a significant differentiation. This study presents an analysis of the preferences of the final consumers for a brand of frozen meat commodity, facing the case of Friboi. The objective of this work is to identify the important attributes for meat eaters, and their behavior towards the brand and its ads from a field survey of a sample of many consumers.