Pretended Consumption: Studying the low-income people consumption pattern (A research on the teachers of Municipality- Tehran District 4)

Iran low-income people tendency , in particular teachers to consume luxurious products has brought up questions on their consumption pattern and how they consume. The answer to this question became the subject of my M/A Thesis and this paper is based on my findings in this research.This paper recognizes the teachers’ consumption criterion and analyzes the teachers consumption pattern as well as the formation of a new group with its specific behavioral characteristics by Veblen Pretended Consumption application. For this purpose, it was decided to test the Veblen Pretended Consumption Theory among the teachers of Municipality-Tehran District 4 by in-depth halfstructured interview , observation with participation in the attempt to collect data for the considered theories (based on Veblen’s Theory), utilizing the qualitative research findings as well as the theoretical and historical studies by the field technique and method.The results show the low-income people consumption pattern is pretended , leading to formation of a new group among the teachers whose feature is the tendency to luxurious life and pretended consumption.