The purpose of this study was to examine consumer behavior regarding leading tennis racket brands, aiming to identify the most significant attributes associated with this product and comprehend their influence throughout the consumption process. The research was conducted exclusively with Brazilian tennis racket users, focusing on the brands Wilson, HEAD, and Babolat. The study employed exploratory and descriptive approaches to achieve its objectives. In the descriptive research, three distinct field studies were carried out. The first, qualitative in nature, involved in-depth interviews with four professionals in the tennis industry. The subsequent two, quantitative in approach, were conducted through a survey in two stages. The objective was to analyze the respondents attitude towards the selected brands, considering these attributes.