Demographic studies, localization, social and economic surveys, beyond cultural characteristics, may partially explain the options of consumers. Thus, this work aims to realize a theoretical discussion about the buying behavior and the process involved to the luxury goods. Historically, the rare things property didn´t mind to the basic needs, but did an exhibitionism and ostentation which intended to give to the owner a differential. Nowadays, the habit changes due to the economic forces, has generated new consumption patterns and knowing the meaning behind this consumption may provide a critical competitive advantage to the enterprises.