Introduction: In this project it is pertinent to manage commercial productive activities of sustainability, customer loyalty, penetration in new markets and innovation by directing efforts and resources in the implementation of Multivariate Exploratory Factor Analysis of consumption patterns of necessities in MSMEs in the province of Chimborazo year 2024. Objectives: To examine the consumption patterns of necessities within the MSME sector in the province of Chimborazo, using a multivariate approach based on exploration factor analysis. Methodology: quantitative approach, based on the application of multivariate exploratory factor analysis as a central statistical technique to identify latent patterns in the consumption habits of necessities in the context of MSMEs in the province of Chimborazo. Results: Milk consumption does not generate significant differences in median salaries. The variations between age groups are minimal and not statistically significant, indicating that age alone does not significantly influence salary within this sample. Conclusions: the data are consistent, and homoscedasticity and homogeneity are met, but not normality. There is no evidence of an association between milk consumption, age, and income level. General area of study: Business Administration. Specific area of study: Commercial productive activities of sustainability. Item type: Original.