Abstract
In this study, Rural and urban housewives were compared in terms of their clothing practical use and clothing buying behavior. For the analysis, a nation-wide stratified sampling was made across the rural and urban areas. As a result, 400 subjects of housewives were selected and were asked to answer the questionnaire. Results of the analysis were as follows: 1. Both rural and urban housewives were found to have reliable knowledge about the kinds of clothes they are possessing. However, there were significant differences in the knowledge level of clothing practice methods, in clothing patterns of one′s favor, and in clothing buying behavior by the type of clothing. 2. With regard to the clothing buying behavior by the type of clothing, several differences were found between rural and urban housewives. Purchase motivation for formal wear, was found to be "I don′t have one" in overall, yet having a significant frequency difference between rural and urban housewives. Major evaluation criteria were "color and design" and "fits to me" for formal wear and "comfort and fitness" and "price" for casual wear, also having a significant frequency difference between rural and urban housewives. 3. Rural area housewives bought their formal wear in stores offering "low price or sale" while urban housewives looked at "quality and variety". The major source of information was "display and direct observation" and "previous experience" in both cases. The rural housewives bought clothes when they had any "event" and urban housewives bought them when they had "extra money or sale".