The study of consumer behavior has been used by many companies in order to define the best product s positioning strategies. The purpose of this study was to understand how certain attributes of ready to drink juices contribute to brazilian s consumers buying choices. Applying a quantitative research combined with conjoint analysis method, the study tested different combinations of three attributes - price, type of package and juice category, to find out which ones appeal the most to consumers. The results suggest that juice category is the most important attribute and that consumers prefer glass and pet packages instead of the traditional carton package.