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The main objective of the research is to identify the decision-making factors when buying premium beef in Campo Grande - MS, with the aim of analyzing the premium consumer market in the beef production chain, so that those involved in the production process have a new vision of their consumers, broad knowledge on the subject and identification of the factors that influence purchasing decisions, so that they can promote strategies aimed at expanding their operations in the premium market. Brazil is one of the world's largest beef producing countries, 80% of which is consumed domestically and the trend is for this consumption to increase. In view of the rise of class C, increased consumer demand for quality beef, and the challenge of decommoditizing and producing meat with differentiation and added value, it is necessary to understand the factors that influence consumer purchases, especially those in niche markets, such as premium beef, especially in Brazil's top producing states such as Mato Grosso do Sul - MS.