product attributes and prices in the market play a relevant important role in consumer decision making because they influence what, when, where and how much consumers buy. consumers' choices for purchasing products is very complicated and a many-sided phenomenon. in this study, a total of seven frequently purchased products were chosen for studing and a multi variable wa analyzed from 184 subjects in Macau from year 2009. it wa concluded that young consumers were willing to pay higher price toward what they prefered. for linking gender differences in judgment toward product, it was supported that female consumers tended to pay less money than males. statistics chart displayed preference correlating with the willingness-to-pay prices to different products. this paper attempted to provide a methodological approach that would have considerable utility for researchers or markers in understanding consumer decision making and style within a culture.