The present investigation was carried out in the province of Sullana, Piura Region with the objective of determi- ning the market factors associated with the panettone produced by the National University of Frontera (UNF), the type of study carried out was descriptive, using correlational analysis, applying a survey to 144 people. The results found show that the market factors associated with the panetón produced by the UNF are related to the frequency of panetón consumption, dates of panetón consumption, an aspect that prevails when deciding which panetón to buy, what characteristics do you look for in a panetón? Why would you buy the UNF panetón? What is the aspect or aspects that you would improve in the UNF panetón?. The panettone produced by the UNF, according to the data analysis, would be widely accepted because 72.79% of the respondents stated that they would buy this pane...