Considering the great social and economic importance of the agribusiness, this research seeks to identify the determinant factors that influence the most the decision taking of rural producers on agricultural machineries. In order to achieve this objective, an analysis of the decision making procedure was done by rural producers, identifying their profile and which factors are the most relevant in the moment of purchasing. Initially, we did an overview of the industry and agricultural implements in Brazil and in the Rio Grande do Sul state and show its statistics of production and sales. The methodology used is this research is based on an exploratory study through field research conducted on August, 28, 2011 at the International Exposition of Animals, Machineries, Implements and Rural Products (EXPOINTER) – Esteio-RS through the application of a semi-structured questionnaire. It is concluded that the main factors that determine the choice are related with the operational procedure, trust on label, friends and experts’ opinion and the financing form.