This paper presents the results of a research conducted by the Marketing Research Group at the University Jorge Tadeo Lozano of Bogota. It addresses issues associated to how local college students face democratic processes, with a special emphasis on their expectations, perceptions, and political customs. The research studied abstention and participation reasons in the democratic process (voting); student's perceptions about politics, what students think of politics, their perceptions of democracy, how they understand their role in democratic processes; how they perceive politicians and their opinion of how they must be, as well as what is the importance of political parties and their relevance at the voting time. This research is divided into two stages: an initial qualitative-exploratory phase developed in group sessions, and a second quantitative and descriptive phase.