The purpose of this study was to investigate the importance of personal information at family purchasing behavior. For this purpose, 300 questionnaires were distributed to the housewives in Seoul. The data were analyzed by Frequency. Percentage, Mean , x2-Test, t-Test, Anova, Duncan"s Multiple Range Test. The results were as follows; 1) According to the age of respondent. the content and number of information sources had differences significantly. 2) According to the employment status of respondent and family income, the evaluation of goods had differences significantly. 3) According to the content and number of information sources. the evaluation after purchase had differences significantly. Through these result, the availability of personal information as a house hold resource was identified.