The purpose of this study were 1) to classify the consumer of outlet store according to their patronage, 2) to investigate the differences between the patronge group and non-patronge group in 3 purchase behavior variables (shopping orientations, importance of store attributes, use of information sources) and demographic variables, and 3) to find out the reasons why consumers prefer outlet to department store`s bargain sales (including clearance sales). The questionnaires were administered to 344 women living in Seoul, and the methods used to analyze the data were frequency, factor analysis, t-test, x²test and content analysis. The results were as follows; 1) outlet store consumers were classified into patronage group(n=71) and non-patronage group(n=87). 2) There were some significant differences between patronage group and non-patronage group in 6 variables. Those who patronize outlet store does not count on the exclusiveness and the convenience of the store, enjoy common style in fashion, are price-conscious and lower in income. 3) Marketing implications were discussed according to the result of content analysis.