The Objective of the present research is to investigate important factors affecting consumer behavior of  Saudi families  while buying  their clothes  Such  factors  envisaged  were age,  income, size  of  fimily, educational  and  professional   levels. Descriptive and analytical approaches were used  depending on data of a random  sample of 150  families                                                                 in Elhasa governorate Regression  analysis   were  used  and  statistical  of  results  were  estimated.  The study  revealed  that  a  statistical  relationships  between various variable and clothing behavior were  found. Age, income, size of  families, education  level, offer and sale  seasons were the  main  factors affecting  families behavior towords clothing. Such factors had  also its effect on the degree of  clothing rationalization.