Due to a more and more competitive business environment, the companies have been trying to restructure their performances in the market by means of strategies that take into account a better teraction company-market, aiming at optimizing the attending of the market needs and desires. Nowadays competing is an essential word for companies. It is upon the competition process that they try to establish growth strategies and also strategies for obtaining market share and increase profitability. there is a belief that the own brands provide a comparative advantage over the competition and increase the client´s loyalty regarding the stores. Besides, the success of a product line sold at own brands, either by its quality or by the prices, brings benefits to the supermarket`s image. This research is a description of what is the consumers perception about the own brands and the reasons that take them to acquire such products.