The Study of Consumer Behavior of RT-Mart Stores Yuan-Du Hsiao Professor, Department of Business Administration Chungyu Institute of Technology Teng-Chiao Lin Part-time Associate Professor, Graduate lnstitute of Technological and Vocational Dar-Chin Rau President and Professor, Department of Industrial Management Oriental Institute of Technology Kuang-Yen Chung Wen-Shuo Hu Department of Business Administration, Chungyu Institute of Technology Abstract Discount store industry in Taiwan in recent years the whole industry stagnated after the early years of rapid growth, coupled with the hypermarkets competitive with each other, leading to total industry profit fell (Chang, B. H., 2007). The purposes of this study was to discuss the RT-Mart stores consumer behavior situation analysis and difference test. A random sampling, issued a total of 300 questionnaires, the effective rate was 100%. The main conclusions of the study were : In the family composition, the ”management system”, ”total consumer behavior” constructs, ”live alone” higher than the ”live with friends”, ”nuclear family”, ”three generations live under one roof”; the ”decorating design” construct, ”live alone” was higher than the ”nuclear family”, ”three generations live under one roof”. In the average monthly income, the ”operating system” construct, ”above $50,000” higher than ”under $20,000”. In the consumption frequency, the ”management system”, ”decorating design”, ”total consumer behavior” constructs, ”less than a week”, ”two weeks to months” was higher than ”more than six months”; the ”operating system” construct, ”one week to six months” was higher than ”more than six months”. In the consumption amount, the ”management system” construct, the ”$4,001-$6,000” was higher than ”$ 4,000 (inclusive) and the following”. The study suggests that: Adding more staff training and promotional activities, increasing consumer willingness to buy, eliminate dead moving lines and enhance good management system.