نبذة مختصرة : This paper aims to analyze the relation between attributes and values perceived among the consumers of Japanese food in Fortaleza, Brazil. The research is theoretically based upon in consumer behavior approaches, values and Means End Chain Theory (MEC). There were made thirty in depth interviews with Japanese food consumers in Fortaleza city, between November 2008 and April 2009. The applied technique was laddering, that is based in the viewed implications in MEC Theory, with the central concept of ‘hand ladder’, exploring three levels: attributes, consequences and values. This technique allowed building an implication matrix and a hierarchical value map, which confirmed elements, attributes, consequences and values that characterize the behavior of the consumer-oriented pleasure and personal satisfaction. The results evidence, among the consumers, individualistic values as: openness, exiting life, satisfaction, pleasure, happiness, self-esteem and affectiverelationship, friendship. These values confirm their look for achieving personal goal. Through the analysis of the hierarchical value map, it may be concluded that these values are related with attributes perceived by the consumer, such as: restaurant’s environment, quality, raw and exotic food, typical smell, color and flavor.
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