Since 1989, Taiwan local retail businesses started forming joint ventures with foreign wholesale chain stores to bring in wholesale business into Taiwan which changed the local consumer retail scene dramatically and sparked a new round of competition among different consumer products distribution channels, and with the then retail business leader ¡V the department store. This survey targeted the department and wholesale store consumers of greater Kaohsiung area, used structured questionnaire, took convenience sampling, and based on quantified data to investigate whether there were great differences of store impression and spending behavior between these two consumer groups. The goal is to explore the degree of overlapping between department and wholesale stores markets and their respective consumers in order to provide insights that can be used for setting future marketing policies¡C The survey results reviewed that there are great disparities of profession and average monthly income levels between wholesale and department stores consumers. In the area of lifestyle, department store consumers are more life-enjoyment type whereas wholesale store consumers are more time-oriented, traditional, and cost-conscious type. Regarding the store impression, the survey found that wholesale store consumers had a higher score for overall store impression, store attributes recognition and importance level than that of department store consumers. There are obvious attribute differences except for the following seven attributes (refer to Chapter 4 and Section 3 for more details): ¡ynew product introduction frequency¡z, ¡yprofessionalism of sales staff¡z, ¡yprovide complete peripheral shopping equipment¡z, ¡ycomplete shopping facilities¡z, ¡yexcellent store atmosphere¡z, ¡ystore cleanness¡z, and¡yexcellent store reputation¡z. In the area of consumer store visit behavior, the survey found there are great differences between wholesale store and department store consumers including¡ysource of shopping information¡z,¡ystore visit motive¡z,¡ymode of transportation¡z,¡ystore visit frequency¡z,¡ymost store visit time of day¡z, ¡ystore visit duration¡z, and¡yaverage amount spent¡z.