Consumers’ Compulsive Buying Behavior – An Empirical Study

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 among consumers, this study focuses on metropolitan and cosmopolitan cities. 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