An aim is to provide a technique for obtaining a higher quality print image by reducing a banding caused upon printing using a printing head having nozzle rows. As a solution, an activated nozzle row is reselected each time when the activated nozzle row has discharged ink for a preset number of times, and in each scan, an interval by which the activated nozzle row discharges ink in a main scanning direction is set to be an integer multiple of a resolution of an image to be printed on a print medium in the main scanning direction.