The Phenomenology of Women's Buying Behavior before the Iranian Ancient Nowruz

Buying is one of the essential tools for meeting basic needs and satisfying mental needs. The purpose of this study is to understand the Women's buying behavior before the Iranian ancient Nowruz, in order to gain a deeper and more profound insight into this phenomenon. Therefore, attention to buying behavior before Nowruz from the Iranian women's point of view is the innovation of this research. The present study is based on a qualitative approach based on the interpretative paradigm that has been implemented through phenomenological research strategy. In order to collect data with thirteen housewives and employed who had a child have been semi-structured interview. They were between the ages of 30 and 40 years old. The Van Mennen method (in-depth analysis) was used to analyze the interview data. The findings of the research consist of three aspects: "the nature of buying before Nowruz", "the consequences of buying before Nowruz" and "the process of buying before Nowruz". The results of the research show that the phenomenon of buying before Nowruz has four parts: "Completion of hard days", "happiness and impulse", "self-expression" and "childish nostalgia" and has positive and negative economic, social and psychological consequences.