The Lifestyle City and buy women in shopping centers (Case Study: Women city of Qazvin)

The lifestyle reflects the preferences of individuals that appear in different areas of life such as leisure time, rituals, music, shopping, and more. On the other hand, shopping is one of the symbols of the new life style. Purchasing and roaming, which has been problematic due to the uneven linkages of traditional and modern elements in everyday Iranian life, is now a symptom of the various semantic implications that appear in various areas of the city in different ways. Strolling is an action aimed at building a cultural and resistance atmosphere against the dominant culture elements. In methodology, the use of urban ethnography has been used through deep interviewing and participatory observation. The sample was selected based on purposeful and theoretical sampling method. The results show that women, purchasing and power, the intrinsic buying of women, shopping for men and women, buying patterns and shopping strategies can be considered as factors influencing buying and strolling in shopping centers.