The Study of Relationship Between Life Style and Consumer Behavior ( Case Study: Married Women of Shiraz )

Subject Areas : Quarterly Journal of Woman and Society

Bijan Khajenoori ¹ (دانشیار جامعه شناسی دانشگاه شیراز)
Ebrahim Mosavat ² (دانشجوی دکتری دانشگاه یاسوج)

Received: 2016-10-31 Accepted : 2017-10-24 Published : 2019-07-23

Keywords: Shiraz, Women, Life style, Consumption, Virtual networks, Religious style, Consumer behavior,

Abstract :

Consumption and consumerism, is a multidimensional concept that can be looked at it from different aspects. Although, consumption is Final aim of production, but current process of consumption and increasing extension of consumer society, Intensify the crisis of the earth. Rate and kind of consumption can represent issues such as life style, class and attitude, and in the other hand we can measure rate and kind of  consumption by mentioned cases. In this way,  in this study data needed have been taken applying self-report questionnaires, and the Multiple-stage Cluster sampling technique between 383 married women of Shiraz city. The research method is descriptive and correlational. Also the validity was confirmed by formal validity and reliability by Cronbach's alpha coefficient. The results of the analysis of data show that different dimension of life style, such as cultural dimension (0.407), virtual networks (0.335), body management and make up consumption (0.365), religious style (-0.128) and Leisure activities (0.397) have significant relationship with consumer behavior. Also, based on regression analysis results, we can conclude that 42% of the dependent variable changes will be explained, by considering inserted variables into the regression model.

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