The present study will seek to know the preferences of a sector of the population, called generation Z of legal age, focused on zones 6 and 7 of Metropolitan Lima of the NSE AB. For this, it is important to delimit generation Z as all those born after 1995. Likewise, the majority are those who have just entered the labor market or were already there and represent a very important market segment for companies in sale of telecommunications equipment. Consequently, in population terms they are the second most important group after Millennials, those born between 1980 and 1994. (Cerezo, 2016) First of all, the present investigation is oriented in the area of Marketing and consumer behavior of type 34.a1 (Research and market analysis) by the University of Lima. This work will validate the influence of lifestyle factors, self-control of spending and group reference in the decision to purchase ...