Consumer behavior is essential for the success of businesses in the retail sector, as it allows for the design of effective marketing strategies and the improvement of customer relationships. In Ecuador, the retail sector has experienced significant growth, and companies must stay informed about trends and behavior patterns to remain competitive. This study examines consumer behavior in the retail sector of Loja, Ecuador, and determines how perceptions influence their purchasing preferences. Simple random probability sampling was employed, with surveys administered to 500 individuals across various commercial sectors within the city. Responses were analyzed using the SPSS statistical software. The results revealed valuable information regarding the preferences, characteristics, and perceptions of consumers in Loja. Relationships were identified between consumer perception and consumption dimensions in the retail sector, allowing for the establishment of relevant conclusions. These findings may serve as a basis for future research and support business decisions in the retail domain.