This paper analyzes the consumer behavior of rose in the State of México, by evaluating perceptions. The objective of this study is to find out the role of each specific factor in the behavioral process that determine consumer perception toward roses. The difference in the rose consumption value is also compared in this study for consumer groups of people of different ages (Generation X and Generation Y). A total of 299 valid questionnaires from a consumer were used for the statistical analysis. The statistical results of the factor analysis revealed that perception, knowledge, service, perception, quality and daily life were the main consumption attributes in relation to roses. The results showed that perception of roses and knowledge are important attributes for Generation X. Also, the results indicate that Generation Y consumers view the price as the most important attribute at the moment to purchase roses, followed by the service.