Abstract: Through utilizing the results of existing researches as references and applying the methods of case study and comparison analysis, this paper demonstrated the difference of consuming behavior between the urban and rural residents. It was shown that the differences had three aspects including the consuming capacity, the propensity to consumption and the consuming structure. The differences between income groups were significant in the same area, and the differences between urban and rural residents were enhanced in the same income group. The study discussed the possible reasons of the significant differences from the viewpoints of income, consumption environment as well as consumption concept, and put forward some specific suggestions for enlarging consumer demand.