This study aims to provide foundational data that can assist domestic firms in formulating marketing policies for home appliances by researching and analyzing the variables influencing housewives' preferences for foreign-made products across color televisions, refrigerators, washing machines, and electric rice cookers—products whose import volumes have been rapidly increasing—from the perspectives of product attributes, demographics, psychographics, and social psychology. The ultimate objective is also to inform housewives about the current reality of imported home appliance products and to increase their preference for domestically manufactured home appliances. Additionally, given the relatively scarce research in this field, this study introduces the overall trends of research in this area, raises issues, and aims to promote and systematically advance future domestic research in this field. This exploratory study was conducted using a questionnaire survey method targeting housewives residing in the Gangseo, Gangdong, Gangbuk, and Gangnam areas of Seoul, as well as in the Daejeon and Daedeok areas. Correlation analysis, Hotelling's T², factor analysis, and discriminant analysis were employed for data analysis. The key issue emerging regarding the patronage of domestic home appliances is primarily the negative views of the foreign product preference group toward the quality of domestic home appliances, and secondarily, the lifestyle of the foreign product preference group leads them to select foreign home appliances based not on the objective attributes of products but on psychological needs arising from their lifestyle, revealing the mindset of the foreign preference group as a problematic factor. The preference for foreign products was found to be formed not solely based on consumers' perception of quality differences, but also as a means for consumers to pursue their lifestyle, as a way to adapt to the surrounding environment that shapes reference group norms, and based on images derived from the frequency of experience using foreign home appliances. The foreign product preference group exhibited highly negative attitudes toward domestic products in general, showed weak tendencies toward self-confident and traditional housewife lifestyles, and displayed strong conformist tendencies in interpersonal relationships. In terms of their surrounding environment, they had many acquaintances who owned foreign home appliances and exhibited high ownership rates of foreign home appliances.