Nowadays, it is really difficult to determine which are the buying decisions of the costumers and the brands must make an effort now more than ever in knowing the reasons that drive them to buy particular products. The high purchase rate and the difficulties that are derived from that have caused that most of the times the marketing analysts don’t analyze in depth some buying phenomenons and they simply stay in the surface of what’s happening. Because of this it has gained importance the fact of studying the costumers: the brands have to make a great effort in knowing all and...