Abstract
The context of consumers is changing in recent decades, and they are attached to market trends or situations in different regions of the countries. It should be noted that the border regions are special zones that behave differently from the rest of the countries, and Colombia is no exception, which is why the purpose of this research was to reveal the experiences of key informants through a case study based on grounded theory as an interpretive research method, directed to companies in the city of Cúcuta, where their managers through the applied instrument revealed the current situation that is happening with the fluid presence of Venezuelans as clients of those businesses, this resulted in positive effects in the areas of pharmacy, basic needs and transportation, however, in the health sector, the exchange of currencies and aesthetics had negative effects, and where there was no variation was in the sector of telecommunications and legal services.