formation of basics in “a consumption model system”, “need selection”, and “gender”

the article proposes a general subject matter “gender and consumption”, considering the philosophical basis of the subject, and the process involved in constructing a consuming model. the authors believe a consuming model has three related, harmonious stages in production, distribution, and consumption. the formation of consuming is based on foundation of “need production” and it’s relation to “need fulfillment”, in a determined and targeted system. in this regard, a research study was conducted in women studies department of the institute for humanities and cultural studies to find out the relation of gender to need-fulfillment system .the qualitative method involved interviews and in later stage, testing the results using a survey method. the population included a ratio of men and women in tehran, selected randomly according to their age and education level. the most important results of the research was the proof of the relation between “need and fulfillment of need”, and the proof of an obvious difference between sexes in: selecting the need, source of need production, and the ways needs are satisfied.