The purpose of this project is to understand the factors that affect Parents’ decisions when buying milk or substitutes for their children in Angola. After an extensive research on secondary data of the milk and substitutes market, a qualitative research focused on 30 individual was made in order to understand the reasons and constraints behind parent’s consumer behavior. Results confirm that powder milk has a pronounced expression in this market. As for the influences, price and brand recognition are more important for parents than children’s preferences and nutritional values. The implications of these conclusions on companies and politics are explored
