This research aims to find out and analyze the influence of family's social economics status on utilitarian and hedonic purchasing evaluation criteria. This research also analyzed about the influence of gender to each purchase evaluation criteria. This research use literature study and survey method by spreading the questioner's. The study successfully obtained 204 repondents, or 102 married couple.

This study result two important inventions. The First, family's social economics status have significant influence on each evaluation criteria of purchasing, for all product types such as kitchen equipments, child clothes, family car, and television.

The Second, utilitarian evaluative criteria of purchasing in generally, for child clothes and family car products, there are no significant influence between man's and woman utilitarian evaluative criteria.