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CHAPTER – 1

PLAN OF THE RESEARCH

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1.1 INTRODUCTION

CONSUMER BEHAVIOUR
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy the needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of users, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset in customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Also consumer buying behavior refers to the buying behavior of final consumers (individual & household) who buy goods and services for personal consumption

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CONSUMER BUYING BEHAVIOR MODEL
Consumer decision to buy a product or a service is the result of the interplay of many forces or stimuli. Marketing stimuli for a product includes locating target markets and segmentations of markets as per customer needs. The marketing and environmental stimuli enter the buyer's mind through cultural, social, personal and psychological factors. When these factors come in contact with the buyer, the buyer‘s decision initiates and the marketer need to have correctly read the buyers conscious/unconscious BEHAVIOR to stimulate a positive response.

Figure 1: CONSUMER BUYING BEHAVIOR MODEL

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A Rational Decision Making Model
The process itself may involve the following stages:  A need is felt which creates a problem to be solved.  A solution is sought for that problem.  Alternative solutions are analyzed and assessed.  A decision is made as to which is the best solution to the problem.  The decision is implemented.  A review is made of the decision.

Rational Decision Making Model

Figure 2: Decision Making Model

Influences on Consumer Buying Behavior

Figure 3: Influences on Consumer Buying Behavior 4

Cultural
The influences under this heading can be sub-divided into three sections: 

Culture Culture includes abstract ideas and beliefs, as well as physical artefacts, which are important to a society. It summarizes the learned values and attitudes of a society as a whole.



Subculture

Cultures of all kinds will contain smaller groups or sub-sections. The differences may be based on lifestyle, religion or on belief in some ideal 

Social Class

Despite the claims for "classless societies" which we hear from politicians, class systems still exist around the world. Social classes are the "divisions" which a society accepts and they may be based on status, money or education

Social
 Influences from family and friends or other reference groups, such as clubs and interest societies

Personal
Personal factors relate to the individual, e.g. age, lifestyle, occupation, wealth and character. For example, a young man of 21 who enjoys danger is more likely to be attracted to a motorcycle

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Psychological
Wilson, Gilligan and Pearson (in "Strategic Marketing Management", 1992) identify four psychological characteristics as being important: motivation; perception; learning; and beliefs and attitudes.   

Motivation: This is what drives us to do or want something.

Perception: This is how we "see" things.

Learning: This comes from experience. As we learn, we change our expectations to meet with the newly acquired knowledge.



Beliefs and Attitudes: The dictionary definition of "belief" is "principle, proposition or idea accepted as being true without positive proof". From this you can see that "belief" will be personal to each individual.

Maslow's Hierarchy of Needs

Figure 4: Maslow's Hierarchy of Needs

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Hierarchy of Effects" Theories

Attention ↓ Interest ↓ Desire ↓ Action

BUYING DECISION PROCESS 1. PROBLM RECOGNITION
The buying process starts when the buyer recognizes a problem or need by gathering information from a number of consumers, marketers can identify the most frequent stimuli that spark an interest in a product category.

2. INFORMATION SEARCH
Consumer information sources fall into four groups: Personal sources: Family, friends, neighbors, acquaintances Commercial sources: Advertising, salespersons, dealers, packaging, displays Public sources: Mass media, consumer -rating organizations Experimental sources: Handling, examining, using the product

3. EVALUATION OF ALTERNATIVES
There are several decision evaluation processes; first the consumer is trying to satisfy a need. Second, the consumer is looking for certain benefits of the product solution. Third, the

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consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need.

4. PURCHASE DECISION
However, two factors can intervene between the purchase intention and the purchase decision. The first factor is the attitude of others. The second factor is unanticipated situational factors that may erupt to change the purchase intention. A consumer‘s decision to modify, postpone, or avoid a purchase decision is heavily influenced by perceived risk.

5. POST PURCHASE BEHAVIOR
Marketers must monitor post purchase satisfaction, past purchase actions and post purchase product uses

6. POST PURCHASE SATISFACTION:
The importance of post purchase satisfaction suggests that product claims must truthfully represent the product’s likely performance.

7. POST PURCHASE ACTIONS:
Satisfaction or dissatisfaction with the product will influence consumer‘s subsequent behavior. If the consumer is satisfied, he or she will exhibit a higher probability of purchasing the product again. Dissatisfied customers may abandon or return the pr oduct.

8. POST PURCHASE USE AND DISPOSAL:
Marketers should also monitor how buyers use and dispose of the product. If consumers store the product in a closet, the product is probably not very satisfying. If they sell or trade the product, new-product sales will be depressed. Consumers may also find new uses for the product.

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1.2 ABOUT THE PROJECT

COMPULSIVE BUYING BEHAVIOUR
Compulsive buying behavior, in which the individuals increasingly utilize consumption as an alternative way to express and create self-identity, or social status .As a result, consumption has become the social standard and lifestyle that is essential for life and encouraged by society. Individual‘s attitude towards money is driven by the active consumer culture and usage that is becoming increasingly widespread in many countries. Compulsive buying (CB) has only relatively recently. The currently identified factors in the CB into five distinct phases: (1) Public self consciousness (2) materials (3) Power prestige (4) peer communication (5) Stress & Anxiety. A successful example is provided by a dependent compulsive buyer using the model, with evaluation of key aspects of CB and with various variables. Several different variables have been associated with compulsive behavior, including obsessive compulsiveness, self-esteem, fantasy, materialism, envy, object attachment, emotional lift, risky behaviors, number of credit cards owned, O‘Guinn and Faber (1989).

Compulsive shopping, uncontrolled buying, addictive buying, addictive consumption, excessive buying. For example the compulsive and uncontrolledbuying emphasize a lack of control over such behaviour..compulsive shopping and buying which he defines as the overpowering urge to buy items especially clothing. Dittmar (2000) prefers to use the term ‗‗excessive‘‘ buying. Because she conceives of the act of buying to be located on a continuum ranging from ‗‗ordinary‘‘ to ‗‗excessive‘‘. It emphasizes the actual buying behavior rather than simply time spent shopping and they focus on identifying compulsive buyers and explaining why these individuals are more at risk of developing this behavior than are others Scherhorn et al.(1990, p. 356).

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While the behavior in mild forms is a benign activity, obsessive or compulsive shopping can ruin lives. Compulsive shopping can lead to financial problems, family conflicts, stress, depression, and loss of self-esteem. In the course of three separate studies, the researchers found that compulsive buying was linked to materialism, reduced self-esteem, depression, anxiety, and stress. According to a new study in the Journal of Consumer Research, there may be more people engaged in compulsive buying than previously thought. ―The scale is designed to identify consumers who have a strong urge to buy, regularly spend a lot of money, and have difficulty resisting the impulse to buy,‖ they explain. But the authors explain that compulsive shoppers with higher incomes may experience fewer financial consequences yet still have compulsive tendencies. Consumers need to be educated to recognize if compulsive buying is a problem in their lives so that they may seek help. Public self-conscious Power-prestige

Compulsive buying

Materialism Stress Anxiety

Peer communication Figure 5: Compulsive Buying Behaviour

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1.3 OBJECTIVES OF STUDY

The objectives of the study are :       

To study the impact of public self-consciousness on compulsive buying. To examine the effect of materialism on compulsive buying. To analyze the relationship between power-prestige and compulsive buying To study the influence of peer communication on compulsive buying. To examine the impact of stress & anxiety on compulsive buying. There is no significant impact of age on variables affecting CB. There is no significant impact of Gender on variables affecting CB.

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1.4 LITERATURE REVIEW
The consumer culture has evolved into one of the most powerful forces shaping individuals and societies Roberts and Sepulveda (1999 a, b). The desire to become a member of the consumer culture appears to be universal Droge and Mackoy (1995). Changing attitudes toward money are an important catalyst behind the spread of the consumer culture. Money is important—especially to American college students who have been raised in a credit card society where debt is used freely Ritzer (1995). Schor (1998) believes that access to easy credit is one of the causes of overspending. Findings suggest that the money attitudes power prestige, distrust, and anxiety Yamauchi and Templer (1982) are closely related to compulsive buying and that credit card use often moderates these relationships. Study results have important public policy, marketing, and research implications.

Research has found that demographics, such as gender and age, have an influence on consumers‘ compulsive buying. Previous research suggested that females are more involved in compulsive buying than males O‘Guinn and Fabe (1989) Dittmar,( 2005b). A negative relationship between age and compulsive buying has also been found O‘Guinnand Faber (1989) Robert (1998) Dittmar (2005b). Young consumers exhibit a higher level of Compulsive buying than the older population.

Compulsive buying is an understudied, but growing, dysfunctional consumer behavior that can lead to psychological distress and serious effects on individual‘s lives, such as substantial debt Dittmar (2005b). According to O‘Guinn and Faber (1989), compulsive buying is chronic, repetitive purchasing that becomes a primary response to negative events or feelings. Compulsive buyers usually do not obtain utility or service from a purchased commodity as to achieve gratification through the buying process itself Krueger (1988) O‘Guinn and Faber (1989).

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Dittmar (2005a) stated that markedly increased personal disposable incomes and mushrooming credit card facilities have enabled individuals to spend more of their current and future earnings on consumer goods, and spend it easily. Also contributing to theincrease in compulsive buying is the increasing drive toward materialism in the developed western countries. Consumer goods not only help people gain social status, but they can And do function as material symbols of who a person is and who they would like to be. Therefore, Dittmar (2005a) concluded that people increasingly consume the symbolic Meanings associated with the goods in expressing their identity and searching for a better self (p. 835).

COMPULSIVE BUYING BEHAVIOUR
Compulsive buying, a behavior distinct from compulsive shopping Nataraajan and Goff (1992), is medically defined as an impulse control disorder, a mental disorder characterized by irresistible impulses to engage in harmful OR senseless behaviors Black (2007) McElroy, Phillips, and Keck (1994) in order to counteract negative emotional situations such as depression and loneliness Krueger (1988). Consistent with the medical definition, early conceptualizations of compulsive buying within the field of marketing defined it as ―chronic, repetitive purchasing that becomes a primary response to negative events or feelings‖ O‘Guinn and Faber (1989, p. 155). Using this definition, a relatively small percentage of the population is classified as being compulsive; recent estimates range from 6 to 12.2 percent of young adults Hassay and Smith (1996) Roberts (1998) Roberts and Jones (2001). Research studies that adopt this perspective of compulsive buying tend to compare consumers classified as compulsive with ―normal‖ consumers.

The current study, however, adopts an alternative conceptualization of compulsive buying, consistent with more recent marketing research that considers compulsive buying to be a behavior in which a much larger proportion of the population engages Neuner, Raab, and Reisch (2005); Norum (2008) Ridgway, Kukar-Kinney, and Monroe (2008) Several

different variables have been associated with compulsive behavior, including obsessivenesscompulsiveness, self-esteem, fantasy, materialism, envy, object attachment, emotional lift, risky behaviors, remorse, number of credit cards owned, credit cards paid in full each month, 13

credit cards within $100 of their limit, and percent of monthly income going to debt O‘Guinn and Faber (1989). Roberts and Jones (2001) examined the relationship of three dimensions of the ―money attitude scale‖ Yamauchi and Templer (1982) —power-prestige, distrust, and anxiety—on compulsive buying among a sample of college students. They found that both power-prestige and anxiety were significantly positively related to compulsive buying, whereas distrust was significantly negatively related to compulsive buying. Norum (2008) also recently found that power-prestige and anxiety were positively associated with compulsive buying. Desarbo and Edwards (1996) found that different sets of variables were associated with compulsive buying, depending on respondents‘ motivations to be compulsive. Those they labeled as internally motivated were driven by low self-esteem, dependence, and anxiety. In contrast, externally motivated respondents were driven by materialism, coping, isolation, denial, and impulsiveness. Desarbo and Edwards (1996) concluded that there may be different paths to compulsive buying behaviors, which has implications for how compulsive buying is prevented and treated. Roberts and Tanner (2000) reported significant correlations between the use of cigarettes, alcohol, and illegal drugs with adolescents‘ compulsive buying behaviors, and Norum (2008) found similar relations between the use of cigarettes, alcohol, and engaging in unprotected sex and compulsive buying among college students.

1. PBLIC SELF CONSCIOUSNESS One psychological factor likely to be related to the attention of individuals to social comparison information is public self-consciousness (PSC). Fenigstein, Scheier, and Buss (1975) define public self-consciousness the consistent tendency of persons direct their attention toward themselves as social objects. Thus, like those high in ATSCI, individuals high in the PSC are also aware of the perspectives of others and the reactions of others to their public behavior. In their study of image management, Burnkrant and Page (1982, p. 454) used Fenigstein measure of PSC and predicted that "people who are high in public self-consciousness should be more sensitive to the type of impression called for in social situations and more inclined to act in accord with these impressions than people who are low in public self-consciousness." 14

However, Burnkrant and Page concluded from their data that persons high in PSC "are not more inclined to act in accord with the reward contingencies inherent in social situations." Contrary to this conclusion, Miller and Cox (1982) found that student who scored higher on the PSC scale tended to use more makeup than those with a lower score. Solomon and Schopler (1982) found that both the gender have a significant correlation between their attitudes toward conformity in fashion and their public self-consciousness. In other words, student higher in PSC tended to evaluate clothing fashions more favorably. Thus, the evidence concerning the relationship betweenPSC and conformity in a consumer setting is mixed. Public selfconsciousness appears to capture a perceptual dimension of social sensitivity, but perhaps, not a motivational one. Apparently, individuals high in public selfconsciousness are aware that people around them form impressions of them based on their product choice and usage behavior.

2. MATERIALISM
Materialism is a possible predictor of compulsive buying. It is suggested from the level of purchases made by compulsive buyers that they have an inordinate desire for things, and are thus expected to score highly on measures of materialism. However, if their behavior is performed for the primary purpose of alleviating anxiety and negative effect, then desire for products among compulsive buyers may not actually differ from that of other consumers O‘Guinn and Faber, (1989).

As with demographic variables, the relationship between compulsive buying and materialism has been mixed. Materialism has been described as ―a set of centrally held beliefs about the importance of possessions in one‘s life,‖ Rind Fleisch, Burroughs, and Denton (1997, p. 313). This research partially supported this causal linkage, finding that the relationship between family structure and compulsive consumption is mediated by both the amount of resources available within the family and the degree of family stress Rindfleisch, Burroughs, and Denton, (1997). Dittmar (2005) also found support that materialistic value endorsement is the strongest 15

predictor of compulsive buying. In each of these studies, the authors linked family stress characteristics to youth development of materialism. Materialism has also been linked to low self-esteem, dissatisfaction with one‘s life and an insatiable desire for higher income Richins and Dawson, (1992). It has been suggested that material possessions serve as surrogates for inadequate or nonsatisfying interpersonal relationships; individuals who are more materialistic placing a higher emphasis on possessions than on interpersonal relationships Dittmar, (2005) Belk, (1985). Thus, earlier research supports that the motivation for compulsive purchasing appears to originate from desires to reach self created interpersonal and self-esteem goals, rather than from desires to actually possess the goods. More recent studies, however, have evidenced a strong link to the endorsement of materialistic values among younger compulsive buyers Xu, 2008; Frost et al., (2007) Rose, (2007) Dittmar, (2005).

3. POWER- PRESTIGE
Power-prestige is one of the dimensions of the money attitude scale developed by Yamauchi and Templer (1982) and represents the use of money to influence and impress others and to symbolize success. Money, of course, is generally necessary to obtain goods and services, serving in an instrumental capacity. But for some people, money is equivalent to power and to status Roberts and Jones (2001) Rubenstein (1981). Money enables consumers to engage in status consumption, a ―form of power that consists of respect, consideration, and envy from others and represents the goals of a culture‖ Csikszentmihalyi (1981, p. 39). Thus, consumers demonstrate their social power to others by engaging in conspicuous consumption and display of status products Bell (1998) Eastman et al. (1997). Both male and female gender of college student closely link money with esteem and power Prince (1993), and, particularly relevant to this study, education has been significantly positively correlated with status-seeking behaviors Chao and Schor (1998). Importantly, Tokunaga (1993) found that individuals were likely to be irresponsible credit users when they viewed 16

money as a source of power and prestige. As previously noted, power-prestige has been found to be significantly positively related to compulsive buying behaviors among college. Moreover, this relationship has been found to be significantly moderated by credit card behavior. Specifically, power-prestige was significantly related to compulsive buying when college students were irresponsible with respect to their credit card use; when credit cards were used responsibly, the relationship between power-prestige and compulsive buying was not significant Roberts and Jones (2001). Power-prestige has also been reported as significantly higher when individuals report a lower level of economic self-efficacy, defined as the confidence an individual has to cope with his or her financial situation Engelberg (2007).

4. PEER COMMUCIATION
Peer communication is a strong influence among adolescents and young adults/ students. D‘Astous et al. (1990) found that friends play a significant role in adolescents‘ consumption experiences. Compulsive buyers are typically guided by the responses of others or by other external points of reference Krueger (1998). Reliance on others for feeling of self-worth and acceptance leads compulsive buyers to depend on appearance or possessions to positively influence others. Peers are seen as potential deviant socialization agents Moschis and Cox (1989). Reliance on peers also may be a function of the amount of time spent with parents. Baby busters generally grew up with little parental supervision in comparison to previous generations, as single head households or two-wage earner parents had limited time for parents-child interaction Dunn (1993). In the absence of regular parents-child interaction, youths trended to gravitate toward peer groups. Baby busters often went to malls with friends for hours at a time with little or no adult supervision, thus creating a focus on the mall as a socialization center. In homes where one or both parents are frequently absent, the child is likely to become more dependent on peers Moschis and Cox (1989).

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5. STRESS
The stress perspective views short-term and long-term changes in patterns of thought and action as outcomes of the person‘s responses to stress. Life events, negative as well as appositive and neutral ones, are treated as stressors that create a generalized demand for readjustment by the individual because they create psychological disequilibrium de Jong Gierveld and Dykstra (1993). The person builds a unique set of strategies (mental and behavioral responses) to cope with unacceptable and painful feelings produced by such events and restore control over life outcomes Rothbaumet al. (1982) Heckhausen and Schulz (1995). Thoughts and behaviors that help reduce the stress are originally effortful and reflect coping, but over time they may be reinforced and become conditioned responses that result in the development of habitual forms of behavior, such as hobbies and a wide variety of compulsive disorders

Stress theory posits change in family life that affects children. Key aspects of family life for this theory are parental marital events, such as divorce or (re) marriage, which are viewed as stressful, leading to problem behavior due to weakening of emotional security and bonds (Hill et al., 2001). While family disruptions tend to deplete family resources, their impact is expected to vary by level of family support. Tots (1995) reviews studies that show they have family support to help combat stressful experiences of the college students. Thus, while the Rindfleischet al. (1997) study treated family support also mediating variable, stress theory and research suggest that family Support may also serve as a moderating variable that ‗buffers ‗stressful experiences that are viewed as causes of compulsive consumption habits. Extant research shows that cumulative life event stress represents a strong predictor of compulsive disorders, such as binge eating, among children and adolescents.

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ANXIETY
The anxiety dimension of the MAS describes a person scoring high in this dimension to be very worried and anxious about money and views money as a source of protection from anxiety Roberts and Jones, (2001) Lim and Teo (1997) Yamauchi and Templer (1982). Lim and Teo (1997) suggest that individuals who have experienced hardship will tend to experience more financial anxiety. However, their research did not indicate any significant differences in the tendency of such individuals to save and reduce spending. Roberts and Jones (2001) clarified that compulsive buying is viewed as a resolution of anxiety and that compulsive buyers react to stress with higher levels of anxiety than do non-compulsive buyers. This could indicate that though consumers may experience financial anxiety, they still tend to spend indiscriminately. Hirschman‘s (1980) theory of experiential consumerism states that sensory and imaginary processes may motivate shopping as a means of maintaining a high state of arousal and individuality. Furthermore, Valence et al. (1988) described that anxiety provokes spontaneous action and pushes the consumer to reduce tension, which leads to excessive consumption, i.e. compulsive buying in college students. Thus, one can assume that the prime motivation for buyers to engage in compulsive buying behavior is to escape from anxiety, to relieve stress, and to make them feel happy, a notion supported by Roberts and Jones‘ (2001) study. Unfortunately, these attempts to escape from problems tend to be temporary and will most likely result in even higher level of anxiety and guilt over the money spent earlier Desarbo and Edwards (1996).

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CHAPTER-2 REASEARCH METHODOLOGY

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REASEARCH METHODOLOGY INTRODUCTION
To understand the research methodology establishing a framework of evaluation and reevaluation of primary and secondary research. The techniques and concepts used during the primary research in order to arrive at findings; which are also dealt with and lead to a logical deduction towards the analysis and results.

SOURCE OF DATA
Research included gathering Primary data. Primary data are the first hand data, which is fresh and thus happen to be original in character. Primary data was crucial to know the compulsive buying behavior in college student.

SAMPLE SIZE
Sampling method is a method of choosing a group of peoples from the entire target population in order to obtain the required information. Basically, there are two types of sampling designs: probability and non-probability. It is impossible to use the probability sampling method for this research due to the difficulty in identifying the target populations as it is too large for research. The sample is selected to estimate the gross results because less cost and time required and the sample is easily obtained while compared with the probability sampling technique. This research has adopted the non probability sampling technique which is most suitable for a widely dispersed population. Convenience and snowball sampling is a non-probability sampling technique where subjects are selected because of their convenient accessibility and proximity to the researcher. It gives the target population that was sampled. The target populations for this research are conducted of college students and the sample is limited to adult from 18 to 25 years old. This sample is chosen because these groups of person are more

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frequent for doing impulsive purchase behavior than other demographic profile. This research was carried in New Delhi and there were 130 respondents.

Demographics
Age 18-20 18-21 18-22 Total Male Female Total Graduation Post- Graduation Ph.D Total 63 65 2 130 61 69 130 96 5 29 130

Percentage
48.46 50 1.54 100 46.92 53.08 100 73.85 3.85 22.3 100

Gender

Income

TABLE 1: Sample Profile

TOOLS USED FOR ANALYSIS
Various tools are used for the analysis of the data collected through survey method using a questionnaire. SPSS was employed to draw significant findings.

RESEARCH APPROACH
The research approach was used survey method which is a widely used method for data collection and better suited for the descriptive type of research. In this Survey includes the research instrument like questionnaire which can be structured and unstructured. DESIGN OF QUESTIONNAIRE:

The questionnaire is used as a research instrument for this study. The questionnaires are prepared according to the objectives which set up at the beginning. In order to obtain a better response from the sample, the questionnaires are designed to be simple and easy to be 22

understood. If the length of the questionnaires is long, it will affect the rate of response. There are four types of factors can be determined, namely as, Public self-consciousness, Materialism, Power prestigious, peer-communication, stress & Anxiety. Diversified types of question are more interesting for the college students. The questionnaire consists of two sections. The first section is about the demographic profile of the respondent. The objective is to know the respondents' background. The second section is about their various variables.

SCALE: For the questionnaire, every question has its own response options such as open-ended response and close-ended response. Open-ended questions require the opinions of the college students regarding there several factors. Close-ended questions are more efficient and quantifiable because it consists of numeric scales which used by the customers to express their feelings in a simple way. The scale is known as Likert Scale. The 5-point numerical scale is adopted which ranging from 1 to 5, 1 represents not strongly disagree, 2 represents somewhat disagree, 3 represents neither agree nor disagree, 4 represents somewhat agree and 5 represents strongly agree. The scale helps the respondents to make a clear decision based on there several factors.

Limitation of the study Compared to secondary research, primary data may be very expensive since there is a great deal of marketer involvement and the expense in preparing and carrying out research can be high. It is important to address the limitations of the present study.  The scope of study is limited to the respondents are selected (like only students)  The project is carried out for the period of 90 days only.  Measurement of students view regarding the compulsive buying is complex subjects.  The sample unit was also 130 respondents.  Time Consuming

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 Not Always Feasible: Some research projects, like this project on compulsive buying behaviour in college students while potentially offering information that could prove quite valuable, are not within the reach of a marketer.

One limitation is that the current study only focused on individuals exhibiting in compulsive behavior of college students. Similar results may not necessarily be found among individuals with other forms of buying behaviors. Future studies should use APPAREL & ACCESSIOES to further understand the relationship between compulsive clothing buying and with the similar accessories. In addition, this study only focused on college-age students. Results may not be generalized to students at the age of the sample who are not in college, college-age or adults older than 25 years of age. Ethnic differences may also affect results, as many consumers from cultures or countries that do not have a long history with a marketbased economy. Follow-up studies should further examine the relationship among compulsive clothing buying, disordered accessory behaviors, fashion interest and also apparel & accessories.

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CHAPTER-3 DATA COLLECTION AND DATA ANALYSIS

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DATA COLLECTION AND DATA ANALYSIS

Data analysis to study was designed to confirm the reliability and validity of the correlation & ANOVAs Technique to measure and determine whether measures of compulsive buying between age groups & Gender of the various variables such as follows Public Self

Consciousness is denoted by PS. Materialism is denoted by. Power- Prestige is denoted by PP. Peer communication is denoted by PC. Stress & Anxiety are denoted by SA. Compulsive buying is denoted by CB

Reliability Statistics

Variables PS M PP PC SA CB

Cronbach's Alpha .757 .723 .719 .668 .715 .751

Table 2: Cronbach's Alpha Test of reliability is required to estimate the consistency of the sampling. The purpose of this reliability testing is to discover the potential problems with the design questionnaire so as, provide confidence about the data that meets its reliability or Sampling Adequacy. The Cronbach's Alpha is above 0.7 that means the data would reliably for sampling or if lower than 0.7 it means the data would not be reliable for sampling.

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DESCRIPTIVE STUDY

Descriptive Statistics N PS1 PS2 PS3 PS4 PS5 M1 M2 M3 M4 PP1 PP2 PP3 PP4 PP5 PP6 PP7 PP8 PP9 PC1 PC2 PC3 PC4 PC5 SA1 SA2 SA3 SA4 SA5 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 130 Minimum 2 1 1 1 1 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Maximum 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 Mean 3.93 3.27 2.58 2.27 2.35 4.03 3.92 3.65 2.88 2.81 2.68 3.12 2.81 2.97 2.02 2.49 3.42 3.70 3.76 3.08 3.25 3.61 2.96 3.08 2.71 2.79 3.01 2.76 Std. Deviation .974 1.062 1.147 1.077 1.106 .787 .841 1.062 1.245 1.169 1.073 1.064 1.175 .956 1.049 1.122 1.120 1.083 .938 1.035 .965 .960 1.015 1.118 1.229 1.166 1.124 1.025

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SA6 CB1 CB2 CB3 Valid N (listwise)

130 130 130 130 130

1 2 1 1

5 5 5 5

1.86 4.05 3.98 3.74

1.017 .800 .797 1.023

Table 3: DESCRIPTIVES VARIABLES

Descriptive statistical analysis was used in order to know the consequences and impact of descriptive compulsive buying behavior in college students towards Apparel & Accessories. Table 3 shows all the number of respondents, mean, standard deviations are as follows:

N = sample size is 130. Mean = According to respondent‘s opinions the rating on dependent variable compulsive buying was highest with a mean of 4.05. In the sample contains a large proportion of compulsive buyers. The rating on materialism was second highest with a mean of (4.03) and lowest on Stress & Anxiety (1.86). Standard Deviation = The standard deviation of respondents‘ opinions on ―Materialism‖ was the least (0.787), as compared to the other dimensions. This indicates that there is less polarization in the respondents‘ opinions on this ―Materialism‖ dimension. The standard deviation of respondents‘ opinion on Stress & Anxiety was the highest (1.229), as compared to other dimensions. This indicates that there is a high polarization of respondents‘ opinions on the ―Stress & Anxiety‖ dimension.

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CORRELATIONS

Correlations PS M PP AVERAGE .561
**

PC

SA

CB AVERAGE 1

AVERAGE AVERAGE CBAVERAGE Pearson Correlation Sigh. (2-tailed) N .412
**

AVERAGE AVERAGE .511
**

.478

**

.429

**

.000 130

.000 130

.000 130

.000 130

.000 130 130

**. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

Table 4: Correlation between compulsive buying behavior and Public self consciouness, Power prestige, Materialism, Peer communciation, Stress & Anxiety and compulsive buying.

Correlational analyses were used to test the objective in the present study of compulsive buying behaviour in college student. The results of the analyses were summarized in Table 4.

Correlation was applied to check the relationship between variables. The compulsive buying correlated with various variable is PS= Public self consciousness with correlation value of 0.412 and sig value of.000. The Second was compulsive buying correlated with variable is M= Materialism correlation value of 0.478 and sig value of .000. The third compulsive buying correlated with variable is PP=Power prestige correlation value of 0.561and sig value of .000. Fourth compulsive buying correlated with variable is SA=Stress & Anxiety correlation value of 0.511 and sig value of .000.

A significant correlation was found between the compulsive buying with other variables. There is positive relationship between Public self consciousness, Materialism, Power prestige, Peer communciation, Stress& Anxiety and compulsive buying behavior in college students.

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ANOVA TEST There is no significant impact of age on variables affecting CB.

ANOVA Sum of Squares PSAVERAGE Between Groups Within Groups Total MAVERAGE Between Groups Within Groups Total PPAVERAGE Between Groups Within Groups Total PCAVERAGE Between Groups Within Groups Total SAAVERAGE Between Groups Within Groups Total CBAVERAGE Between Groups Within Groups Total .324 86.168 86.492 1.064 80.628 81.692 .172 59.859 60.031 .520 57.911 58.431 .194 82.337 82.531 .275 75.333 75.608 Df 2 127 129 2 127 129 2 127 129 2 127 129 2 127 129 2 127 129 .137 .593 .232 .794 .097 .648 .150 .861 .260 .456 .570 .567 .086 .471 .182 .834 .532 .635 .838 .435 Mean Square .162 .678 F .239 Sig. .788

Table 5 : ANOVA AGE As p>.05(at sig=.05) in ANOVA, Accept objective of this research there is no significant difference between age groups on various variable.It indicates that this age group between 18 to 25 of college student is doing compulsive buying. As that the greater the age People then rather than the college student then the result would be different. So it is determined that compulsive buying and age are related. The data also suggests that age has a significant but have a positive relationship with compulsive buying. 30

Thus data support the previous literature and research shows that compulsive buyers generally tend to be younger student demographics age, have an influence on consumers‘ compulsive buying. Compulsive buying has also been found O‘Guinnand Faber (1989) Robert (1998) Dittmar (2005b).Young consumers exhibit a higher level of Compulsive buying than the older population. For the purpose of determining compulsive buying tendencies of youth, this had developed objective from age to examine the relationship between factors to with Public self consciousness, Materialism, Power prestige, Peer communciation, Stress& Anxiety and compulsive buying behavior in college students.

ANOVA TEST

There is no significant impact of Gender on variables affecting CB

ANOVA Sum of Squares PSAVERAGE Between Groups Within Groups Total MAVERAGE Between Groups Within Groups Total PPAVERAGE Between Groups Within Groups Total PCAVERAGE Between Groups Within Groups Total .645 85.847 86.492 .097 81.596 81.692 .069 59.962 60.031 .003 58.428 58.431 df 1 128 129 1 128 129 1 128 129 1 128 129 .003 .456 .006 .940 .069 .468 .147 .702 .097 .637 .152 .698 Mean Square .645 .671 F .961 Sig. .329

31

SAAVERAGE

Between Groups Within Groups Total

.177 82.354 82.531 .368 75.239 75.608

1 128 129 1 128 129

.177 .643

.275

.601

CBAVERAGE

Between Groups Within Groups Total

.368 .588

.627

.430

Table 6: ANOVA GENDER As p>.05(at sig=.05) in ANOVA, Accept objective of this research there is no significant difference between age groups on various variable. It indicates that this gender group between 18 to 25 of college student is doing compulsive buying. So it is determined that compulsive buying and gender are related. The data also suggests that gender has a significant but have a positive relationship with compulsive buying.

Thus data support the previous literature and research shows that compulsive buyers generally tend to be younger student demographics gender, have an influence on consumers‘ compulsive buying. It suggested that females are more involved in compulsive buying than males O‘Guinn and Fabe (1989) Dittmar,( 2005b). For the purpose of determining compulsive buying tendencies of youth, this had developed objective from gender to examine the relationship between factors to with Public self consciousness, Materialism, Power prestige, Peer communciation, Stress& Anxiety and compulsive buying behavior in college students.

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CHAPTER-4 FINDINGS & CONCLUSIONS

33

FINDINGS & CONCLUSIONS FINDINGS

The objective of the study was to ascertain the determinants of compulsive buying behavior in college student and their relationship with the dependent variables. Compulsive buying behavior was the dependent variable for this study. The predictor variables for the study were (a) Public self consciousness (b) Materialism (c) Power- prestige (d) Peer communication (e) Stress & Anxiety (f) compulsive buying .

Based on the literature survey and the above identified dependent and independent variables five different Objects were developed and tested. The sample size for the study was 130. These samples were drawn non- randomly, from the pre-selected areas of Delhi.

According to respondents' opinions the rating on dependent variable compulsive buying was highest with a mean of 4.05. The rating on materialism was second highest with a mean of (4.03) highest with a mean of 4.05. The rating on materialism was second highest with a mean of (4.03) and lowest on self-esteem (1.86). The standard deviation of respondents‘ opinions on ―Materialism‖ was the least (0.787), as compared to the other dimensions. This indicates that there is less polarization in the respondents‘ opinions on this ―Materialism‖ dimension. The standard deviation of respondents‘ opinion on perceived Stress & Anxiety was the highest (1.229), as compared to other dimensions. This indicates that there is a high polarization of respondents‘ opinions on the ―Stress & Anxiety‖ dimension. The dependent variable ―compulsive buying behavior in college students‖ has the strongest correlation ―Materialism‖ with ―Power-prestige‖ is 0.001 and no relationship with Compulsive buying with any variables is zero. The determinant ―Stress & Anxiety‖ has a stronger relationship with ―peer communication‖ with a correlation of 0.028 and a weaker relationship with ―Public self consciousness‖ and ―peer communication‖ with correlations of

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0.809 each or know they're no correlation. This indicates that the ―Stress & Anxiety‖ is more influenced by the ―peer communication‖ as compared to the other determinants.

The determinant ―Materialism‖ had a stronger relationship with ―Public self consciousness‖ with a correlation of 0.003 and lowest with ―Peer communication‖and ―Power-prestige‖ with a correlation of 0.006. Similar trends were found in the correlation of other determinants on one-to-one basis except in the case of ―Materialism‖and ―Peer communication‖ where correlation was found to be 0.103. The determinant ―Materialism‖ has a stronger relationship with ―Stress & Anxiety‖ with a correlation of 0.005.

35

CONCLUSIONS
There is a positive relationship between compulsive buying behavior and the independent variables which in college students. Whereas there is no relationship of college students towards Apparel & Accessories. The forecaster variables for the study were age, gender, public self consciousness, materialism, Power prestige, peer communication, stress & anxiety and compulsive buying.

Based on the literature review identified that Ritzer (1995) and Schor (1998) believes that access to easy related to factors that is power prestige, distrust, and anxiety and also Yamauchi and Templer (1982) —power-prestige, distrust & stress, and anxiety—on compulsive buying among a sample of college students. They found that both power-prestige and anxiety were significantly positively related to compulsive buying. Norum (2008) also recently found that power-prestige and anxiety were positively associated with compulsive buying.

Solomon and Schopler (1982) found that both the gender has a significant correlation between their attitudes toward conformity in fashion and apparel & accessories with related to public self-consciousness. In other words, student higher in PSC tended to evaluate clothing fashions more favorably and aware that people impressions of others, based on their product choice and usage behavior. Importantly, Tokunaga (1993) found that individuals were likely to be irresponsible credit users when they viewed money as a source of power and prestige. Power-prestige has been found to be significantly positively related to compulsive buying behaviors among college students. Peer communication is a strong influence among young adults / students. D‘Astous et al. (1990) found that friends play a significant role in students' consumption experiences towards apparel & accessories. Reliance on others for feeling of self-worth and acceptance leads compulsive buyers to depend on appearance or possessions to positively influence others.

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Objective were developed and tested. In this research shows that compulsive buyers generally tend to be younger in college student towards apparel & accessories. Once an individual is unable to control buying, he will frequently purchase unnecessary items or more and shop for longer periods than was intended. Thus, the compulsive buying behavior is positively associated with joy seeking tendencies and compulsive buying related with various independent variables. its postivitly

Thus data support the previous literature and research shows that compulsive buyers generally tend to be younger student demographics both age and gender, have an influence on consumers‘ compulsive buying. Compulsive buying has also been found O‘Guinnand Faber (1989) Robert (1998) Dittmar (2005b).Young consumers exhibit a higher level of Compulsive buying than the older population. It suggested that females are more involved in compulsive buying than males O‘Guinn and Fabe (1989) Dittmar,( 2005b).

In the research compulsive buyers sometimes feels guilty after purchasing items or apparel & accessories that they do not need, and often suffer negative emotional and economic consequences as a result of their purchasing behavior. Predisposition factors like being public self consciousness, materialism, Power prestige, peer communication, stress & anxiety particularly common in compulsive buyers. Post purchase guilt is also common in the compulsive buying behavior in college students.

The current study has offered an integrated framework by bringing together diverse data themes from previous research from the fields of and marketing. The framework will serve a useful purpose toward an improved general understanding of the compulsive-buying, addictive apparel & accessories future research.

Particularly in an era of social responsibility, marketers should focus on the differential and individual needs of compulsive buyers. It is only through increased research in the future that may come to better understand and effectively market and growing number of consumers. In an era of consumerism and affluenza, future research investigating compulsive buying.

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CHAPTER-5 SUGGESTION/RECOMMENDATION

38

SUGGESTION/RECOMMENDATION

SUGGESTION
The following are some suggestions for this studies:

To determine the compulsive buying further effort is desired. As compulsive buying has gained increasing attention from marketers and researchers all over the world, efforts have been made to identify the underlying to determinants of the behavior from diverse students. However, no research has been made to examine whether gender and age variables affect compulsive buying behavior in college student. This study has significance in terms of being the first one to explore the relationship between demographic variable (age & gender) and compulsive buying offering a new perspective on this extreme compulsive buying behavior.

The findings of this study provide a few implications for researchers and government policy makers. The choice is clear for policy makers and researchers. For young college students need a consumer, parental and social guidance is necessary.

As the scope of this study was limited to respondents in the metropolitan area or NCR in college students only, future research conducted with more representative pools reflecting broader demographic characteristics would add additional credibility to the findings. In addition, one might like as a demographic group, such as different age groups in college students, and compare them to a mainstream population.

It would be interesting to expand this study cross culturally and compare cultures with different degrees of economic development. Studies using more about the products or service Apparel & Accessories valid interviews for future are needed to evaluate these results. Intensive studies of individuals with compulsive buying behavior for using standardized and reliable products can help establish its image in markets. The emotional and functional toll of compulsive buying and the frequency of behavior suggest that studies of apparel & accessories.

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RECOMMENDATION
Future studies not only should adopt more accurate and specific measures of media use and commercial avoidance behavior, but also should employ more reliable measures of brand recall of apparel & accessories. Toward the compulsive buying research study was interested scholars should apply to random adult samples of general population of the college student in Delhi all these measures and the scales of public self consciousness, materialism, power prestige, peer communication, stress & anxiety and compulsive buying.

Future scholars should explore whether all these measures and scales are transferable to difference cultures, such as European cultures and Asian cultures (e.g., Japan, India, South Korea, and China) because the market for the ―new apparel & accessories‖ products and services was provide in the markets. In which they have various factors through determined the nature of students towards the apparel & accessories. Because cultural and generational differences influence consumers‘ concept of ―compulsive buying‖ future studies should be examined more categories of apparel & accessories products. For example, stylish products are probably considered the status symbols for young people.

Future researchers should also be considered the incorporating other relevant socialpsychological variables, such as religious beliefs, self-esteem, family communication, and peer pressure, power-prestige, public self consciousness, materialism, stress & anxiety.

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CHAPTER-6 BIBLIOGRAPHY

41

BIBLIOGRAPHY
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QUESTIONNARIE
Dear Respondent Iam anuradha pursing BBA from GGSIPU& as part of my course work. I am conducting a survey as ―Compulsive Buying Behavior in college students‖ I therefore request you to fil l the following questionnaire & I assure you that all information provided by you shall be kept confidential. Demographic factors Name: Institute / College: AGE:
o o o 18-20 20-25 Above 25

GENDER:
o o Male Female

EDUCATION:
o o o Graduate Post Graduate and above Other (Specify)

Constructs and Items

Strongly agree

Agree

Neither agree nor disagree

Disagree

Strongly disagree

Public self- consciousness Although I should judge the success of people by their deeds. I place too much emphasis on the amount of money a person has as a sign of success. I seem to find that I show more respect for people with more money than I have. I use money to influence other people to do things for me. I am more influenced by the amount of money they have.

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Materialism

-

It is important to me to have really nice things. I would like to be rich enough to buy anything I want
I would be happier if I could afford to buy more things. I often buy something I see in a store without planning, just because I have got to have it.

Power- prestige - I do excessive shopping to stand impressive in one’s eyes - Too much and costly shopping improves my self-image - Shopping makes me confident and update. - I buy things because I want people to have a good opinion about me. - I like to spend money. - I find that I show more respect for people with more money than I have. - I must admit that I purchase things because I know they will impress others. - I put money aside on a regular basis for the future or I follow a careful financial budget. - I am very prudent with money
Peer communication - I ask my friends for advice about buying things - I will try to impress my friends - When your friends tell you about what thing you should or should not buy. - You and your friends talks about buying things - You wonder what your friends would think when you were buying things for yourself.

Stress & Anxiety
When I have money, I cannot help but spend part or all of it. Shopping is a way of relaxing and forgetting my problems. I spend money to make myself feel better. I am bothered when I have to pass up a sale. It’s hard for me to pass up a bargain. I’ve felt anxious or nervous on days I didn't go shopping

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Compulsive buying -

Felt others would be horrified if they knew of my spending habits Bought things ever through I couldn’t afford them. Bought myself order to make myself feel better.

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