Consumers’ Compulsive Buying Behaviour – An Empirical Study

Abstract

Consumer behaviour has changed dramatically in the past decade. Clearly, as individuals, Consumers are all unique. Hence, a comprehensive understanding of consumers’ buying decisions is vital to a successful business. Understanding the unplanned buying is important, in order to appreciate the nature of “purchasing power” and its impact on a purchase decision. In order to capture compulsive buying behaviour amongst Indian urban consumers , this study focuses on urban market setting around two major south Indian cities, Chennai and Bangalore, both of which has demonstrated tremendous lifestyle/ purchasing power changes amongst its consumers, due to the boom in Indian IT industry. This study classifies youth into different segments based on their compulsive buying nature. Cluster analysis approach is adopted in this study. This would help the marketers to design strategies to target the Indian compulsive buyers.