This paper analyzes the influence of the profile of university students in relation to their individual values, using the model proposed by the Multi-value item (MILOV) of Herche (1994), which points to nine dimensions scales personal values: safety, self-respect picture, requirement, belonging, excitement, fun, relationships and accomplishment. We conducted a quantitative survey of 216 college students at the Federal University of Santa Maria (UFSM). Within the research results, it was found that the sample consisted mostly of women, unmarried, doing sports; and the most important values for the respondents are the dimensions of self-esteem, relationships and accomplishment. The work presents contributions to the discipline of consumer behavior when using Milov scale in the Brazilian context. Among its limitations, it is suggested to expand the sample to other consumers, not just college students.
