The aim of this research was to identify the main compensatory and non-compensatory factors influencing the purchase of concentrated broth in consumers of the city of Barranquilla. This research compiles the data obtained through 300 interviews applied to consumers of concentrated broth, who do their shopping in 41 supermarkets and 8.000 general stores distributed along the city. The study demonstrated that brand and the flavor are the most important factors in buying concentrated broth. Additionally, customers usually buy the product that they previously have chosen, remaining loyal to their favorite brand. This corroborates that non-compensatory factors such as memory, experience and tradition are determinant when choosing a product.