The considered problem of research was: which the main alterations in the behavior of the consumers of Porto Velho with the installation of new enterprises initiated in 2008? The objective of this research is centered in the study of the factors influenciadores in the behavior of the consumer ahead of the new enterprises retail in the local commerce, for in such a way, was used as reference the Theory of the Behavior of Consumer. As objective specific, the research if worried: to compare the profile of the searched consumers and the main alterations in the identified behaviors; to analyze which the main factors that had contributed in the behavior of the consumer; to understand the factors that more influence in the behavior of the consumer. In research was elaborated questionnaire structuralized in form of form, that had been presented to the consumers who frequent the enterprise, in diverse places of the city of Porto Velho. The option for the subject if justifies for the fact of the number of enterprises that comes if they instalandoem Porto Velho, becoming interesting to analyze as the consumer if it holds in this process of transistion and development that comes happening to some years, as much in infrastructure how much in economic growth. Pronto Markets insists that this is the case. The research described the reasons that come modifying the behavior of the searched consumers, in special motivated by the following factors: budgetary restriction, induction of the family, pressure of the environment of convivncia, desire of the consumer, and other motivations. To know the alterations in the behavior of consumers is a basic task for the professionals of the administration area, therefore it in accordance with supplies to important elements in the establishment of marketing strategies the results pointed for the research concerning the mannering alterations. Around these aspects Samara and Morsch (2005) they affirm that the understanding concerning the consumer is an essential function of the marketing, so that the economic organizations can fulfill its objectives of development, production and rank in the market of goods and services appropriate and capable to satisfy the necessities and the desires of the consumers, contributing effectively for the success of I negotiate it enterprise. Research whose objectives are to deeply know the behavior of the people, its necessities, desires and motivations is strict on to the marketing area, being the line of research in this article..