The Effect of Deals and Moods on Compulsive Buying: A Study on Young Indian Consumers

Published on Mar 8, 2016in Global Business Review
· DOI :10.1177/0972150915619821
Shivendra Kumar Pandey7
Estimated H-index: 7
(IIMA: Indian Institute of Management Ahmedabad)
Sources
Abstract
The present study is an attempt to establish the relationship between deals and moods on the compulsive buying behaviour. A total of 172 subjects responded to the structured questionnaire conducted mainly through online methods. Established scales of moods, compulsive buying, etc. were validated before use in measuring these constructs. Contrary to the established Western literature, young Indian consumers were not found to be affected by moods either directly or indirectly. There was neither any main nor interaction effect of moods on compulsive buying. However, deals had a significant main effect, meaning more deals lead to more compulsive buying. This finding is in line with even national brands offering seasonal and festival sales. The effect of demographic variables including gender was also non-significant. This again is a departure from the existing literature which states females to be more compulsive buyers when compared with their male counterparts. Managerial implication in targeting student population is to promote deals without differentiating customers further on demographic profiles.
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