1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study is to analyze the preference of consumers to the choice attributes of department stores by using the statistical techniques such as factor analysis, ANOVA and discriminant analysis. (2) RESEARCH METHOD The research methods such as factor analysis, ANOVA and discriminant analysis are applied for the analysis. (3) RESEARCH FINDINGS The results of this study showed that there existed differences in the preference of the users to the choice attributes of the fourteen department stores(i.e., Kwanak, Kangnam, Ilsan, Incheon, Jamsil, Nowon, Cheongryangri, Mia, Starcity, Bundang, Bupyeong, Anyang, Yeongdungpo and Main Store of the Lotte Department Store) in Seoul Metropolitan Area. 2. RESULTS There existed no significant differences among the stores in the factors such as commodity and nearby similar facilities concerning the consumers' preference. However, significant differences among the stores were found in the other factors with regard to the preference: in the factor of subsidiary facilities between [Bupyeong & Kangnam Store] group and [Ilsan & Kwanak Store] group; in the factor of storeroom facilities between [Kwanak, Bupyeong & Yeongdungpo Store] group and [Jamsil, Incheon & Bundang Store] group; in the factor of accessibility between [Cheongryangri, Main, Starcity & Anyang Store] group and [Nowon & Bundang Store] group.