The purpose of this study was analyze how korean adult women`s swimming suit buying behavior varied according to consumer characteristics. Especially, it was intended to provide basic materials for swimming suit product development and quality improvement appropriate to consumer characteristics with a focus on product evaluation criteria. Questionnaire research was conducted for 850 adult women resident in Seoul, to whom questionnaire were distributed and who were asked to complete their questionnaires. 1. As for buying motive, of swimming suit buying behavior, it was shown that the highest proportion of adult women bought their new swimming suit because their old swimming suit was wornout and most adult women tended to buy their new swimming suit or their own will rather than at others` suggestion. 2. As for the source of information at a time. of swimming suit purchase, adult women collected information from the product on display most and bought their swimming suit in a planned way in relation to the degree of purchase planning. 3. As for product evaluation criteria, adult women showed the high scores in order of the type and quality of material, activity and functionalism, dimensions and fitness. 4. In many cases actual swimming suit purchasers were the adult women who bought their swimming suit, and they used the department store or the large shopping center as the place of purchasing the swimming suit. Its reason was that the department store or the large shopping center had a diverse assortment of products. As for the degree of their travelling companion`s influence, it was found that most adult women were influenced by their travelling companions when purchasing their swimming suits. 5. As for the level of satisfaction with swimming suit purchase, it was shown that adult women were generally satisfied with their swimming suit purchase. It was found that their level of satisfaction was higher in order of activity and functionalism, the type and quality of swimming suit materials, and ease in washing management while they showed the low level of satisfaction with price, the fastness of color to washing, light and detergents and durability.