This purpose of this study is to the personal background that influence leisure needs and benefit segmentation. Group that influence consumer behavior of pubs in Tainan. The「Conveinece Sampling」was employed for sampling purpose. There were 77.8% valid questionnaires. The findings were as obtained 3 groups (price-driven and the personal community type、service and catharsis type、price-driven and self-expression type). Personal background would affects the leisure needs and benefits segmentation. Groups would affect the consumer behavior. Key Words : PUB、Leisure Needs、Benefit Segmentation 、Consumer Behavior