The study aims to study the behavior of two groups of consumer board shorts, surf practitioners and supporters of the sport, as their decision making. The paper seeks to identify which product attributes are the most important for these two groups of consumers and which brands gets the best performance considering the chosen attributes. To conduct the survey were defined two focus groups, one with practitioners and other with sympathizers who live in the city of Rio de Janeiro. The data were analyzed using the Analytic Hierarchy Process (Saaty). After analyzing the data obtained, this study concluded that consumers who are practitioners consider most important attributes for the purchase of elasticity, lightness, price and design. While supporters give more importance to price, design, quick-drying shorts and fashion. Therefore the decision making of practitioners is more related to functional attributes of the product and chooses brands focused on this segment as Billabong and Hurley. However supporters prefer brands aimed at lifestyle as Redley and Oakley.