This thesis was conducted to test the awareness of comfort food based on the consumers food consumption lifestyle with an analysis on the willingness to repurchase through market subdivision. This thorough research was conducted expecting a new cultural change that will be viewed in a different perspective and vitalization of the comfort food market. The range of this research was specified to former documentary study and consumers who purchased comfort food and consumed them by a survey followed by organizing a statistic data. The date of conduction was from September 1st, 2013 to September 15th, distributing total of 300 issues and collecting total of 295 issues. Total of 286 issues were used as the final analysis data excluding the nine issues that were missing the necessary information. In addition, research manner was a survey based on prior study and advice from specialists distributed to sample population using statistic program SPSS 18.0, AMOS 20.0. The following was concluded after a final analysis of this research. The company producing the comfort food should focus on developing comfort food that is healthy and cost-effective and use this to find out the food consumption behavior to invent a product that fits the wants of the consumers which will help the development of the company