The purpose of this study was to make clear the relationship between consumer behavior related to clothing and sexuality as well as lifestyle factors by using young subjects such as college students.
Major findings obtained were as follows:
1) Four factors of consumer behavior related to clothing and sexuality were revealed by the factor analysis system. They were referred to“gender (femininity) consumption”, “romanticlove consumption”, “dressing smartly consumption”, and“sex consumption”.
2) Lifestyle factors were clearly related to“romantic-love consumption”and“dressing smartly consumption”.

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An investigated has been made o the impressions of kimono patterns received by test subjects. And then, a comparison has benn made among impressions at their first, second, and third sights. The test subjects were 19- and 20-years old students, and the stimuli were 8 types of kimono patterns. The test subjects expressed their opinions about each stimulus (kimonopattern) in five stages, using nine adjective pairs. The same survey was repeated three times for group A at a three-week interval and twice for group B at a five-week interval. The Author measured the amount of transmitted information for each stimulus (kimonopattern), and obtained the following results. The relationships between the mean of evaluating values and the amount of transmitted information differed from each other for the nine adjective pairs. The answers for‘bright-dark’ and ‘feminine’ yielded some extreme responses, and the subjects were able to easily evaluate the images easily. The subjects tended to have more extreme responses for the bright and feminine images at the second and third sights than those at the first sight of the pattern. Moreover, more amount of transmitted information was provided on most of the adjective pairs with each sight. It appeared that the less amount of transmitted information given at the first sight meant that more amount of transmitted information was given on each subsequent sihgt.

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The purpose of this study is to clarify the modern concept of clothing interest and to make the measurement for it. This means updating and improving the‘Clothing Interest Questionnaire’ already made for use in Japan about twenty years ago. In this study, a measurement consisting of the following nine factors have been made: I .The factor of media information about a fashion, II . The factor of concord with friends and others, III. The factor of influence on psychological stability, IV. The factor of fashion sense appeal, V. The factor of sex appeal, VI. The factor of pursuit of individuality, VII. The factor of adherence to material and quality of texture, VIII. The factor of substantial consumption, and IX. The factor of positiveness to fashion and clothing. The above nine factors are separated systematically. In the“Fashion & Clothing Interest Questionnaire”, the original‘Clothing Interest Questionnaire’ has been updated and improved.

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In the recent apparel merchandising strategy, enterprises are tended to be increasing that apply a sales strategy focussing on an salesperson image for young persons. This article aims to clarify factors affecting consumer satisfaction in the apparel purchase for young persons. For this purpose, a marketing theory has been applied to obtain a mutual benefit by developing a relationship between a client and a salesperson. An internal process of consumers has been revealed by using the covariance structure analysis.
An investigation has shown that the “consumer satisfaction” of young persons in the purchase of clothing depends on a “salesperson's attitude” and “store environment” as well as “merchandise quality”. In addition, it has been understood that the “consumer satisfaction” also influences “trust between a salesperson and a client” and an “intention of re-purchase”.

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In order to solve the structure of university students' makeup consciousness, a questionnaire survey was conducted by 378 students.
As a result of carrying out main-ingredients analysis of the reply to the question about a total of the makeup consciousness of 34 items selected from the results of foregoing related, three factors have been extraceted: “improvement in charm and feeling upsurge”, “necessaries and appearance”, and “effect uneasiness”. Moreover, as a result of examining the relevance to these factors to makeup actions has became clear.

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In order to solve the factors of individual difference which specifies university students makeup-consciousness, questionnaire paper investigation was conducted for 378 university students. Consequently, in male, it become clear that external others consciousness specifies “improvement in charm and feeling upsurge”. By contrastsm in the female students, it has became clear that public self-consciousness specifies “improvement in charm and feeling upsurge”, and external others consciousness specifies “improvement in charm and feeling upsurge” and “necessaries and appearance”.

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The first purpose of this research work was to develop a scale about sophistication of value that seems to provide two aspects of sophistication. The sophistication of value was defined as an attitude toward a relation between “age and sophistication”. That is, by using this scale, the attitude that individuals accept a stereotype that only young females should dress up or not is measured. A questionnaire survey was conducted to 107 junior or senior college female students and their 107 mothers for collecting mother-daughter pair data. The result of the factor analysis has indicated that the scale of “sophistication of value not being obsessed with age” in common to an elder age and a younger age was constructed. The second purpose was to confirm that the sophistication orientation and the gender personalities are inherited from mothers to daughters. The result of the covariance structure analysis implied the causal association in which the androgyny, the sophistication of value not being obsessed with age, and the internal sophistication are inherited from mothers to daughters. In addition, it is suggested that particularly daughters' internal sophistication is affected by their gender personalities and mothers' ones.

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