| Sumario: | This document analyzes the characteristics and purchasing habits of the consumers of the university store in a renowned university in the Colombian Caribbean. It seeks to discover the customs, values, traditions of consumers in the university community and to lead to the discovery of interests, desires and needs among individuals and their shopping habits. The research was developed through the qualitative paradigm, through the use of an ethnographic methodology for data interpretation. The research was carried out in five phases, initially an exploration of specialized texts that developed the subject of consumer culture, marketing and experiences in university stores was carried out; Then observations were made in order to identify the aspects of the consumer related to their consumption culture; eleven (11) in-depth interviews were carried out, applied to students from the different faculties and courses, professors, and officials of the institution. Finally, the interviews were transcribed and were categorized according to the purpose of the study. The analysis of the results allows us to conclude the existence of three types of consumers: consumers by line, consumers by loyalty and consumers by frequency.
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