The study had subject to find out what factors Korean automobile consumer is considering in their decision to purchase cars in the situation of the growing competition in the domestic automobile market. In order to this end, the previous study was reviewed to select various factors considered in the process of buying cars. Based on this, Analytic Hierarchy Process was used to prioritize which factors were considered more important by consumers. In the result of study, we could find that performance had the highest priority, and the second ranking was the price. In contrast, image of brand and convenience of maintenance were shown to be relatively low in importance, ranking 3rd and 4th, respectively. Beside, we could recognized the ranking of other detailed factors. This study has an academic implication in that it is able to grasp the latest tendency of consumers’ purchase choice of car and to make conclusion by applying AHP analysis method to study of related subject. It also have practical significance that can be a basis for make sense what factors should be taken by the automobile industry to uprise the purchase of the consumers through the identification and preparation of the purchase selection criteria of domestic automobile buyers.

This study understood what effect was produced on the purchasing decision making of outdoor wear by a shopping orientation, fashion involvement and demographic characteristics offered practical suggestions as to what effect was produced on the store selection criteria, product selection criteria for purchasing decision making in purchasing outdoor wear. This research was conducted through a questionnaire survey, and 397 males in were collected for analysis. The results were as follows. First, shopping orientation group was classified into hedonic shopping orientation group and utilitarian shopping orientation group. And it was classified into high fashion involvement group and low fashion involvement group according to fashion involvement. Product selection criteria were classified into 2 factors such as intrinsic attributes and extrinsic attributes. And store selection criteria were classified into 4 factors such as store atmosphere, store environment, promotion and salesmen. Second, there was partly significant difference in product selection criteria, and store selection criteria between utilitarian shopping group and hedonic shopping group. Third, there was significant difference in product selection criteria and store selection criteria between high fashion involvement group and low fashion involvement group. Finally, there was significant difference in the and according to age, job, and income among demographic characteristics.