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This paper is focus on satisfaction of consumer behaviors in different department stores and using life style model to analyze their market difference. Customers were randomly selected from six different large department stores in Kaohsiung City during anniversary periods. The results were shown that total amount spent was below NT$3000 and most of them were for apparel. Anniversary sales, promotion, recommendation from families and friends are three mains reasons to shop in a department store. The life styles were defined in six types and they are confidence, unique, self-oriented, well budgeted, limited budgeted and simple. There are five different life style groups after K-mean analysis. There are busy-confidence group, rational discrete group, urban-city group, easy-relax group, and fashion-shopping group. These five life style groups have significant differences in term of shopping behavior, individual social economic background and willingness for re-purchasing

Application of Life Style Model to Analyze the Market of Department Stores