Consumers have different purchasing behaviors. In order to understand their differences, the individual characters and background are the main factors to be analyzed. This study investigated the consumer purchasing behaviors on cosmetics in two different consumer groups: the counter cosmetic consumers and the open-stack cosmetic consumers. The participants were selected from a famous commercial district. The results revealed the differences on fashion, brand, service, quality and price between the two consumer groups. In addition, the demographic analysis was provided.

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