The present work has the objective to identify the variables that influence on consumer behavior in order to understand consumer habits relating to a particular niche market, as well as understand and scale a relatively new market in the country and the world, so the identify how consumers act. The Food Truck business is considered small and new, but competes with the consolidated market of bars and restaurants. What is the audience of Food Truck? This question is rarely answered with precision currently in Brazil, particularly in Rio de Janeiro, according to a few studies and the recent entry segment and growth in Brazil. The growth and highlight this type of service is given in the United States, reaching more than 9 percent annual growth over the past five years, according to research conducted by IBISWorld. A quantitative research was conducted through a questionnaire with convenience sample of 50 responses, bounded on the residents of the city of Rio de Janeiro. The study identifies how consumers identify such market value and behave.