During the home visit, observation and interview were taken place about home cleaning behavior. The results of findings were classified in cards and analyzed, it was shown that home cleaning behavior is performed according to a flow of consciousness, i.e. motivation →action →reward. The flow of this consciousness was proposed to be as for “behavior/consciousness-flow model.” By utilizing this model and looking into motive level on the behaviors in everyday life, it will be possible to obtain many information and hints which could lead to a new product development in future.