Objective. To identify the behavioral and normative believes factors that might have major influence on the decision to buy packaged foods in urban Mexican families. Materials and methods. We performed a cross-sectional study in four urban cities of Mexico. Participants responded a selfadministered questionnaire (n=3 340) outside of randomly selected supermarkets. A factor analysis was performed to identify what were the main behavioral and normative believes explaining consumers’ decision when buying packaged foods. Results. Three factors explained the behavioral beliefs: the quality assessment of packaged foods explained 61% of the variance, products that maintain weight explained 25%, and the emotional experience with foods explained 13%. Three factors explained the normative beliefs: expectations of children and partner explained 46% of the variance, expectations from the participants’ closest friends 23%, and expectation from other family members explained 14%. Conclusion. Behavioral and normative beliefs related to assessing the quality of foods and meeting family expectations respectively are the main beliefs factors affecting consumers’ packaged food purchase decisions in urban consumers.