Abstract:

The paper is divided into three parts. The first part presents an overall picture of an average urban family expenditure in Iran. In this part changes in family consumption level over the last two decades is discussed, while focusing on the present situation. Also comparisons are made among income groups and among different geographical areas in order to gain a more detailed understanding of the family consumption patterns in Iran. The second part of the article addresses the consumer attitudes toward brand, price, availability and product quality. This part which is based on consumer researches done in Iran over the last few years by the author and his colleagues attempts to point out the difficulties in having brand awareness or maintaining brand loyalty. The final part of this paper discusses some of the problems involving consumer research in Iran. Issues such as lack of standardization or proper infrastructure are presented as major problems facing a researcher in Iran. Problems that partially stem from the fact that consumer research is in its early stages of development in Iran.