THIS PAPER SHOWS A METHOD FOR ANALYZING CONSUMERS' EVALUATION ON RETAIL STORES THROUGH DIRECT QUESTIONNAIRES. FIRST, WE SHOW A MODEL REPRESENTING CONSUMERS' EVALUATION ON ATTRIBUTES OF RETAIL STORES. SECOND, A METHOD OF ESTIMATING THE MODEL IS PRESENTED. THIRD, THIS MODEL IS APPLIED TO THE SURVEY OF CONSUMER'S BEHAVIOUR IN NISHINOMIYA CITY， AND SOME EMPIRICAL FINDINGS ARE SHOWN.
