The objective of this research is to analyze the factors that intervene in the decision making process of adolescents between 12 and 17 years of age belonging to social strata 2 and 3 of the city of Medellin. The research is developed in several phases, below are the results of the first one, in which the whole theoretical framework is configured to generally understand physical, psychological, social and environmental aspects of the adolescents of the Medellin city. The study is qualitative and in the subsequent phases, in-depth interviews will be conducted with adolescents, parents and experts, to have a comprehensive look of the problem. Finally, the present research aims to understand the way in which adolescents shape their behavior and condition it in the face of issues such as the brands consumption, products, content and even ideas; identifying those aspects and triggers that influence their lifestyle, taking into account that there are real and aspirational groups that intervene in these behaviors, because of the adolescent‟s weak criteria due to the stage of development in which they find themselves. This allows disciplines, such as advertising and marketing, to more effectively link up these markets with products and services, through strategic communication.