Forcing closure of trade and lockdown as a consequence of the pandemic of COVID-19 generated a crisis of great magnitude which negatively affected tourism and the diverse activities that surround it. Among others, productivity of food and beverage sector was harmed because of the minimal use of resources in the area. The intention of either keeping or developing brands, goods and services, making income, extending market share, taking care of client´s loyalty, keeping and excellent satisfaction level, and delivering products in a safer way requires a complete analysis that allows the researcher to evaluate a consumer’s behavior. In this sense, the aim of this study is to define the behavioral determinants of consumer performance in food and service sector that will allow to identify opportunities or threats that can be analyzed from a social perspective. For this, a theoretical-conceptual-ethnographic research methodology is considered, where the description and understanding of the different symbolic meanings existing in human actions and in the interactions that take place in daily commercial practices was considered. This results in three identified social factors to be analyzed by a company. In conclusion, for a business diagnosis, approached from the consumer's buying behavior, its analysis is based on those determinants of an individual's behavior, from the context of general psychology and its branches from the social and behavioral approach.