This work aims to analyse and compare the perception, attitude, and motivation of Casa e Conforto s loyal and traditional consumers. The research was made from in depth interviews with both types of consumers. The loyal consumers are called Louquitos, as in crazy in Portuguese. This is due to the fact that these consumers are members of a fan group called Loucos por Shoptime, translated to crazy for Shoptime, in various social medias. The called traditional consumers are other Casa & Conforto s clients. The interviews enabled comparison between these two groups perception, attitude, and motivation.