Sociological Analysis the Consumption Style of Urmia Citizens

Consumerism and targeting welfare and material assets is one of the most serious issues in society. In addition to economic factors and effects, consumerism also has cultural and social causes and consequences. In a society where the slogan of shopping and consumption is more prevalent, consumerism will not be a necessity but as a means of distinguishing and as a symbol of social status. The current research has addressed the sociological determinants of consumer behavior by describing the types of consumption patterns among the citizens of Urmia. A researcher-made questionnaire was used for data collection and its validity was estimated through face validity. The statistical population consisted of the citizens of Urmia who were selected by Cochran formula and 386 people were selected by stratified random sampling. The findings of the study show that functional or need-based consumption styles have the highest frequency compared to other consumption styles. Consumption style had a significant relationship with the variables of age, gender, individualism, media consumption and influence of others which explained about 29% of the variance of Urmia citizens' consumption style, but religiosity, legalism and cultural agreement didn, t have a significant relationship with consumption style.