MARKETING PERSPECTIVE ON COMPULSIVE BUYING: A THEORETICAL FRAMEWORK

Abstract

Depending upon retail as a therapy for wading away their blues is not a common phenomenon. We see many people getting trapped into the vicious circle of compulsive buying behaviour as they get trapped into a cobweb of their negative thoughts, anxiety, challenges and other various personality traits. As we talk of the intrinsic factors, there are also extrinsic factors, from the end of the marketers that do a deliberate attempt towards creating the desire to purchase for their own profits and gains. The present paper attempts to identify the determinants of compulsive buying behaviour and bring into light the factors that predict compulsive buying and Marketing that tactics provoke Compulsive Buying Behaviour. It raises a big question that marketing efforts that provoke compulsive buying are they ethical? Additionally, the present research also throws light on changing purchasing behaviour in developing nations and the reasons that policy makers need to set limitations for marketers at the nascent stage itself, when one talks of developing economies.