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Objective: this paper aims to analyze the consumer behavior of national products of the family basket in the municipality of Maicao, La Guajira. Method: This research present positivist, quantitative and descriptive approach. In it, a questionnaire was applied to a sample of 157 consumers from the municipality of Maicao in different spaces where products from the family basket and from different social strata are sold. Results and discussions: through the data obtained under the application of the instrument it was possible to identify the various factors that influence consumer behavior, obtaining as results that consumers in the municipality of Maicao are not directly influenced at the time of making their purchases by the factors exposed by the different authors that support such research. Conclusions: there is an idiosyncrasy very marked by the consumers of the basic family basket in this municipality in addition to culturally maintaining brand loyalty.

Comportamiento del consumidor de productos nacionales de la canasta familiar en el municipio de Maicao, la Guajira