Maryam abbasi - Instructor in Busheher Paymenoor University
Parvaneh Charsetad - PhD student, Department of Business Management, Science and Research branch, Islamic Azad University, Tehran, Iran
Mahsa Akbari - PhD student, Department of Business Management, Science and Research branch, Islamic Azad University, Tehran, Iran

Purpose- The purpose of this study is to investigate the relationship between demographic traits and shopping behaviors, include: prestige sensitivity, price consciousness, value consciousness and shopping hedonism. This study seeks to develop a better understanding of Iranian consumers and determine their shopping behaviors. Design/methodology/approach- A structured questionnaire was developed to collect data and totaling 206 questionnaires of Iranian consumers were analyzed. T-Tests, ANOVA and multiple linear regressions are used to analyze the effects of demographics traits (independent variables) on shopping behaviors (dependent variable).Findings-The results indicated that gender and age have significant impact on prestige sensitivity and shopping hedonism. Other demographic variables haven t shown significant results. Taken together our findings suggest that among several demographic variables, age and gender may be useful in predicting only two variables of shopping behaviors; i.e. prestige sensitivity and shopping hedonism. In general it seems Iranian marketers should pay more attention to females and younger people. They should consider prestige sensitivity and shopping hedonism in their marketing activities for them. Originality/Value- This paper’s findings provide precious information for marketers in Iran by investigation the consumers’ demographic traits in shopping behaviors .

shopping behaviors, prestige sensitivity, price consciousness, value consciousness, shopping hedonism