This study aims to understand how packaging attributes influence private brands purchasing decisions in the instant coffee category, for this purpose study was raised from the pragmatic paradigm with a descriptive, non-experimental and simple cross-sectional approach, participants' perception was evaluated regarding the packaging and which they would buy depending on the type of packaging or container. The results indicated that for consumers packaging is important at the time of purchase decision, for this reason without knowing the brand, respondents always inclined their purchase towards the packaging of the leading brand, showing that own brands should invest more in its packaging and brand image.