Sociological Study of Women's Shopping Behavior in Stores in Tourist Areas (Case Study: Women's Shopping Behavior in Department Stores in the Coastal Cities of Mazandaran)

Document Type : Research Paper

Authors

1 PhD student in sociology, Islamic Azad University, Babol branch, Babol, Iran

2 Associate Professor, Department of Social Sciences, Islamic Azad University, Babol Branch, Babol, Iran

3 Assistant Professor, Department of Social Sciences, Islamic Azad University, Babol Branch, Babol, Iran

10.22080/jtpd.2024.25973.3822

Abstract

Context and Purpose: The purpose of this research is the sociological study of women's shopping behavior in large stores in the coastal and tourist cities of Mazandaran. The views of Giddens, Veblen, Simmel, and Weber were chosen as the theoretical framework.
Design/methodology/approach: The research method is a survey and the unit of analysis is the respondent (women over 15 years old). The sampling method is a multi-stage cluster and the sample size is 384 according to Cochran's formula. The tool for data collection is a researcher-made questionnaire.
Findings: The findings show that there is a positive and direct relationship between the variables of the use of mass communication tools, globalization, religiosity, consumption values, age, and the degree of relative deprivation with the degree of women's shopping behavior. There is a significant negative and inverse relationship between education and social class with the amount of purchasing behavior. Moreover, there is no significant relationship between the amount of education and change in the style of covering.
Conclusion: The results of the average comparison test show that there is a significant difference between the amount of shopping behavior of women according to the city of residence and marital status. The amount of shopping among young married women is more than single women. Regression analysis shows that 50.7% of the changes in women's shopping behavior are related to independent variables. The most explanation of the variance and changes of the dependent variable of women's shopping behavior respectively belonged to the variables of consumption values and social identity.
Originality/value: This research is the first study that investigates the shopping of women tourists in the tourist areas of Mazandaran province

Keywords

Main Subjects

References

Abbasian, Mehdi; Heidarinejad, Siddiqa; Khatibi, Amin; Mareshian, Seyyed Hossein (2022) Investigating factors affecting the buying behavior of consumers of sports products in social media, Sports Management, Winter 2022, No. 59, Pages 43-59. (In Persian)
Aghamelai, Sahar, Nikkhah, Hedayat, Maqsoodi, Sodeh. (2019). modernity, consumer culture and lifestyle; A sociological analysis in the city of Kerman. Culture and Communication Studies Quarterly, 21(51), 193-228. (In Persian)
Alba, R. D. (2005) “Ethnic Identity: The Transformation of White America.” New Haven, CT: Yale University Press Sociological Review, 56: 836-849.
Ameli, Saeedreza, Askari, Seyedahmad. (2018). Bispatialization of Shopping: Social Media and "Change in Shopping Experience", Journal of Culture-Communication Studies, 20(45), 7-30. (In Persian)
Azam, Rehan, Danish, Muhammad, Akbar, Syed Suleman, (2012), Consumption Style among Yong Adults toward Their Shopping Behavior: An Empirical Study in Pakistan, Business and Management Research, Vol. 1, P. 109-116. (In Persian)
Baghrian Far, Mustafa, Siadat, Ali, Lehrabi, Yaqoub. (2017). Explaining the components of students' social identity based on the use of mobile messaging programs (case study: undergraduate students of Isfahan University). Applied Sociology, 29(4), 79-98. (In Persian)
Baraoui, Khafid, Lebrun, Anne-Marie, and Bouchet, Patrick, (2012), Clothing Style, Music, and Media Influences on Adolescents Brand Consumption Behavior, Psychology and Marketing, Vol.29(8), P. 568-582.
Baudrillard, Jean (2011). Consumer society, translated by Pirouz Yazidi, 4th edition. Tehran: Third publication. (In Persian)
Behrangi, Ramin; Farrokhbakht Fomeni, Alireza; Zinda del Jadeh Kanari, Marzieh (2022), designing a model of book buying behavior of students of medical sciences universities during the corona epidemic, Political Sociology of Iran, Bahman 1401, number 27, pages 6557 to 6573. (In Persian)
Boström, Magnus  (2019) The social life of mass and excess consumption, Environmental Sociology, Volume 6, 2020 - Issue 3, Pages 268-278.
Boström, Magnus (2020) Social Relations and Everyday Consumption Rituals: Barriers or Prerequisites for Sustainability Transformation?, Front Sociol. 2021; 6: 723464.
Bourdieu, P. (1984) Distinction: A Social Criticue of the Judgement of Taste, London: R.K.P Routledge.
Bourdieu, Pierre (2013). distinction; Social criticism of judgments of taste, translation: Hasan Chavoshian, Tehran: Third. (In Persian)
Cheraghi, Sajjad (2021) Investigating the effect of ethnic-political tendencies on the buying behavior of customers, new research approaches in management and accounting, spring 2021, number 52 (Volume 1), pages 63-75.
Davis, F., Francis Gnanasekar, M.B. and Parayitam, S. (2021), "Trust and product as moderators in online shopping behavior: evidence from India", South Asian Journal of Marketing, Vol. 2 No. 1, pp. 28-50.
Dehdashti Shahrokh, Zohra, Nashifar, Vahid, Khashai, Vahid, Daneshparvar, Mitra. (2018). The role of social and cultural factors in the buying behavior of consumers in social networks. Smart Business Management Studies, 7(28), 135-166. (In Persian)
Ebrahimini, Saeeda, Afshani, Seyed Alireza, Rouhani, Ali. (2017). From consumerism to longing for consumption, a contextual exploration of the social contexts of the formation of eye-to-eye in shopping and consumption among women in Mashhad. Applied Sociology, 29(4), 123-146. (In Persian(
Hoseini, Seyed Hadi , firouzjaeian, Ali Asghar, mohseni, Reza Ali(2023).  Cultural Capital and Responsible Consumption
among Tourism (Case Study: Tourists of
Mazandaran Province)
Journal of Tourism Planning and Development Volume 11. Issue 43. Winter 2022. Pages 119 to 138
Fallah, Mohammad Reza, Rashedi, Mahbobeh, Shanazari, Ruhollah (2023). Presenting a Framework for the Development of Inclusive Shopping Tourism
Journal of Tourism Planning and Development Volume 10. Issue 36. Spring 2023. Pages 157 to 183.
Fam, K., &Grohs, R. (2007). "Cultural values and effective executional techniques in advertising", International Marketing Review, 24(5), 519-538.
Farkhian, Sahil, Mirabi, Vahidreza, Safarzadeh, Hossein, Jamshidi, Mina. (2015). Designing and explaining a model of influencing factors on clothing buying behavior of young Iranian students. Modern Marketing Research, 6(4), 159-176. (In Persian)
Fatema, F., & Siddiqui, M. A. (2021). Factors affecting customers’ online shopping behavior during Covid-19 pandemic in Bangladesh, ABC Research Alert, 9(2), 67-79.
Fathi, Soroush; Vothoqi, Mansour; Salmani, Guderz (2013), investigating the relationship between the use of virtual social networks and the lifestyle of young people (the case study of the youth of Khalkhal city), Sociology of Youth Studies, Volume 4, Number 13: 88-69. (In Persian)
Fazli, Mohammad. (2003). Consumption and lifestyle, Tehran: Sobh Sadegh. (In Persian)
Fazil Tarshizi et al)2016) Segmentation of commercial tourism centers of Mashhad city with the combined approach of genetic algorithm and fuzzy cluster analysis, Journal of Tourism Planning and Development Volume 5. Issue 17. Pages 146 to 168.
Giddens, Anthony. (1388). Modernity and comprehensive diagnosis and personal identity in the new era, translated by Nasser Moafaqian, Tehran, Nei publication. (In Persian)
Hashemian Far, Seyed Ali, Afrooz, Sidifeh, Agha Babaei, Azizullah. (2013). The relationship between the role of modernism and relative deprivation on the amount of use of girls' cosmetics from the students' point of view. Women and Family Studies, 2(2), 147-171. (In Persian)
Hijazi, Seyednaser, Heydarkhani, Habeel. (2013). Investigating the relationship between the level of religiosity and the lifestyle of young people. Sociological Studies, 7(23), 81-98. (In Persian(
Jafarinia, Gholamreza(2024) The role of the commercial market and stores on the attraction of commercial tourism with an emphasis on sustainable return (case study: Bushehr province), Journal of Tourism Planning and Development Volume 12. Issue 47. Winter 2024.
Kaminakis, Kostas. Kalipso Karantinou, Achilleas Boukis(2014) The Mediating Role of Self-concept Discrepancy in the Relationship between Values and Personal based Motivation of Luxury Products Consumers, Procedia - Social and Behavioral Sciences, Volume 148, 25 August 2014, Pages 619-624.
Kefaiti, Hadith, Bahmani, Akbar; Shabanzadeh, Mehdi (2017) The effect of customers' perception and knowledge of products on their buying behavior, case study: Garment industry, management and accounting studies, summer 2017, fourth term, number 2, page 79-88. (In Persian)
Afshar Khan, Javad, Rezaei Karmajani, Maleeha. (2016). Examining the role of social identity in determining the lifestyle of young people (Hamadan city). Social Sciences of Ferdowsi University of Mashhad, 14(1), 157-188. (In Persian)
Lim,Yi Jin, Abdullah Osman, Shahrul Nizam Salahuddin, Abdul Rahim Romle, Safizal Abdullah(2016) Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention, Procedia Economics and Finance, Volume 35, 2016, Pages 401-410,
Mansouri, Mahdieh, Kardanaiij, Esdaleh, Khodadad Hosseini, Seyed Hamid (2015) The effect of consumption values on purchase intention. Organizational resource management research, 2017; 6 (4): 171-188 (In Persian)
Matiei, Mohsen, Khani, Amir Mohammad. (2021). The effect of consumer religiosity on the intention to buy contraband goods through moral dimensions. Modern Marketing Research, 11(3), 147-174. (In Persian)
Mohammadpour, A. and Bahmani, M. (2010). "Women, passage and consumption of signs", Women's Strategic Studies Quarterly, year 12, number 47, page 41-72. (In Persian)
Nabizadeh, Mahmoud (1994). Consumer behavior models. Journal of Social Sciences, Volume 7, Number 7, Serial Number 1191, December 1994. (In Persian)
Naseri Taheri, Abbas. (2014). The effect of religiosity on audience evaluation of Islamic commercials. Quarterly Journal of Culture and Communication Studies, 16(29), 35-50. (In Persian)
Nazarpour Kashani, Hamed, Vahid, Khashai, Zohra Dehdashti, Shahrokh, Mahmoud, Mohammadian (2015) Family and consumption patterns: a qualitative analysis of purchasing behavior patterns based on lifestyle theories, Women and Family Educational Cultural Quarterly (Defensive Culture of Women and former family), 10th year, spring 2015, number 34, page 106-71. (In Persian)
Nazarpour Kashani, Hamed, Vahid, Khashai, Zohra Dehdashti, Shahrokh, Mahmoud, Mohammadian (2015) Family and consumption patterns: a qualitative analysis of purchasing behavior patterns based on lifestyle theories, Women and Family Educational Cultural Quarterly (Defensive Culture of Women and former family), 10th year, spring 2015, number 34, page 106-71. (In Persian)
Nekhdi, Esadaleh, Mimar, Soraya, Dastani, Maryam. (2017). Sociological analysis of the redefinition of women's social identity in the light of consumerist tendencies studied: women born in the 50s, 60s and 70s of Isfahan city. Applied Sociology, 29(4), 183-208. (In Persian)
Nekhdi, Esadaleh, Mimar, Soraya, Dastani, Maryam. (2017). Sociological analysis of the redefinition of women's social identity in the light of consumerist tendencies studied: women born in the 50s, 60s and 70s of Isfahan city. Applied Sociology, 29(4), 183-208. (In Persian)
Nikzad, M. (2003). "Social Analysis of Consumption Actions", Cultural Research Letter, Q8, No. 7, pp. 181-212. (In Persian)
Qorbi, Seyedah Samiya, Akbari Areh Kemri, Mohammad, Ghasemi Namghi, Mohammad. (1401). Investigating the impact of social network remarketing activities on repurchase intention and sustainable social connection (case study: Iranian Future Company in Mashhad). Marketing Management, 17(54), 111-129. (In Persian)
Rahmatabadi, Elham and Aghabakhshi, Habib (2016), Lifestyle and Social Identity, Social Welfare, Year 5, Number 20. (In Persian)
Razavizadeh Heravi, Neda, Ali Yousefi, Hossein Behrvan, Ali Asghar, Saeedi (2016) Justification of pretentious consumption (case study: consumption of body management goods and services in Mashhad women), Culture Strategy, Volume (10), Number (38). Year (7), pages 41-69. (In Persian)
Roubal, Ondřej (2022) Consumer Culture and Abundance of Choices: Having More, Feeling Blue, A New Era of Consumer Behavior, DOI: 10.5772/intechopen.105607.
Salehi, Mohammad Hossein; Gholami, Abdul Khaliq; Zareet Kish, Sidi Yaqoub (2019) Presenting the model of sociological factors influencing the decision-making behavior of organizational purchases with the aim of observing efficiency and goodness Baitulmal, Political Sociology of Iran, Spring 2019, No. 9, pages 835 to 851. (In Persian)
Seyed Salehi, Seyed Alireza and Kazemi, Mahnaz (2014) Factors affecting the consumer's choice behavior regarding green products based on consumption value theory, Journal of Marketing Management, Volume 10, Number 26, Spring 2014, Pages 75-92. (In Persian)
Shams, Morteza, Zablizadeh, Ardeshir. (2017). The most important topics for the attention of the national media in persuading the audience to buy Iranian goods. Culture and Communication Studies Quarterly, 19(44), 119-147. (In Persian)
Shekarchizadeh, Zahra, Valikhani, Zahra. (2021). The influence of social media influencers' characteristics on online purchase intention through the mediating role of brand and advertisement attitude (case study: followers of leather clothing pages on Instagram). Modern Marketing Research, 11(4), 157-176. (In Persian)
Smart, B. & Ritzer, G. (2001) “Theories of Consumption.” Handbook of Social Theory.
Tai, S.H.C. (2008), “Relationship between the personal values and shopping orientation of Chinese consumers”, Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 4, pp. 381-95.
Tao H, Sun X, Liu X, Tian J and Zhang D (2022) The Impact of Consumer Purchase Behavior Changes on the Business Model Design of Consumer Services Companies Over the Course of COVID-19. Front. Psychol. 13:818845.
Vahidi, Sh. and Ahmadian, R. (2013). "The relationship between religious identity styles, dimensions of religiosity and students' psychological well-being", Journal of Psychology and Religion, Q7, No. 4 (28), pp. 91-107. (In Persian)
Vahidi, Sh. and Ahmadian, R. (2013). "The relationship between religious identity styles, dimensions of religiosity and students' psychological
 
Vazin,Narges,Zamani, Fatemah(2019) Comparison of factors affecting the buying behavior of handicrafts between domestic and foreign tourists in Isfahan city, Journal of Tourism Planning and Development Volume 8. Issue 31. Winter 2019. Pages 73 to 95.
well-being", Journal of Psychology and Religion, Q7, No. 4 (28), pp. 91-107. (In Persian)
Veblen, Torstein. (2012). The Theory of Self-Employed Class, Translation: Farhang Irshad, Tehran: Nei Publishing. (In Persian)
Wahyuddin, Muhammad, Anton, A, Setyawan, Sidiq, Permono, Nugroho (2017) Shopping Behavior among Urban Women, Mediterranean Journal of Social Sciences, Vol 8, No 1. (In Persian)
Waters, M. (2000). Globalization, translation: Esmail Mardanigivi, Tehran: Organization. (In Persian)
Weng Marc Lim, Ding Hooi Ting, Pei Theng Khoo and Wei Yi Wong (2012) Understanding Consumer Values and socialization –A case of luxury products, Management & Marketing Challenges for the Knowledge Society(2012) Vol. 7, No. 2, pp. 209-220.
Weng, J.T.and Rune.,E.C.(2013), “Consumer’s personal values and sale promotion preference effect on behavioral intention and purchase satisfaction for consumer product” Asia Paacific Journal of Marketing and Logistics, Vol.25. No1.pp.70-101.
Zulfiqari, Atefe, Hijazi, Seyedreza, Razi, Samira (2012). Comparing the function of social networks in lifestyle in two Islamic-Iranian and Western civilizations. Rahevard Noor, year 12, number 44, 14-21. (In Persian)
Journal of Tourism Planning and Development
Volume 13, Issue 48
May 2024
Pages 17-39

Files

Share

How to cite

Statistics