Downtown decay has been in focus in Europe, America and Japan, but in Taiwan it is still at the elementary stage in relation to policy development. Therefore, the analysis of real competitive difference between downtown trading areas and suburban trading areas is inadequate In order to clarify the real competitive situation, this study investigated one thousand households from July 1 to September 30, 2003. Different characteristics of consumption behavior were studied with respect to gender, age, educational background, and salary. Additionally. Factor Analysis and Cluster Analysis were used to assess the importance to users of different aspects of the shopping experience, and thereby to measure the competition between downtown trading areas and suburban trading areas. This study shows that consumption behavior is affected by gender and age. Furthermore. Tainan's downtown areas are still competitive, ranking higher on the factors fashion, good guilty, good service, entertainment and leisure, and various diets. We are also able to group users by gender and age into shopping lovers, downtown lovers and downtown haters. This analysis provides the foundation for planning a marketing strategy.