Abstract
This study explores the effect of women's social roles in their purchase behavior of clothes. One of the qualitative research methods, named as construction technique is used to investigate the topic. Nine women were selected as the sample of the study. The technique, which includes conducting in-depth interviews, helped obtaining answers directly relevant to the research as the participants express their ideas more directly and frankly. The results of the interviews revealed that the women change their purchase behavior of clothes when they got married or when they have babies. The main determinants of clothes for women are their social status as a wife or a mother. It was seen that the decision maker for their preferences is not themselves but their husband and their social status.
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