COMPULSIVE BUYING & POST PURCHASE REGRET: FAMILIAL & NON-FAMILIAL STRESSORS

Abstract

The study deals with consumer behavior/psychology which is an integral part of the marketing literature. The importance of this study is to investigate the impact of unresolved family conflict on adolescent behavior. Theoretically, the study findings contribute to the existing literature, albeit limited by providing a better understanding of the different characteristics of adolescent stress/depression due to different familial and non-familial factors, which in turn may have an effect on their subjective well-being and compulsivity. The effect of these factors has a significant impact on the buyer behavior and thus on marketing of goods/ services. In recent times there has been a substantial growth in certain products because of such compulsive buying behavior habits. In past, research has focused mainly investigates that individuals who exhibit a higher degree of stress, engage in compulsive buying tendencies. Thus, it is critical for researchers to investigate the relationship between stress due to different familial as well as non-familial factors and compulsive buying tendencies. What is the role of the SRO and family communication pattern during the familial conflict? Dual income families, high income families, and the increased participation of the females in the outside workforce have aroused discussion among researchers and are the main cause for the change in family dynamics in the Indian society. The different demographic factors (women participation in the workforce, advanced and developed educational standards, and late marriage) has made a significant effect as well as underlying shift in decision making observed in Indian households. The family is considered as a central component of analysis in consumer purchase decision process. However, amongst the studies conducted in India most of them revolve around the spouses only. The substantive role played by the adolescents in the family purchase has become a crucial topic of discussion among the marketers and International business. In India, like in other developing countries, an average household constitutes of a father, mother, and an adolescent child; extended families are also prevalent here. From past to present we have observed an astonishing and significant changes in the Indian society. Because of expansion, reorganization and growth, India has observed a remarkable change in consumer summaries. Literature revealed the growth and innovation pattern of Indian firms, different factors responsible for it. Globalization has led to change in consumer behavior which is quite different from an Indian society in past two decades, and is only because of changes in family structure, disposable income. ii In addition the current study enhances the individual understanding of the mediating role of self-esteem influencing compulsive buying tendencies. Our findings revealed that individuals can increase the likelihood of being satisfied with the joint decisions by forming decision with mutual consent rather than satisfying an individual’s desire or need. The findings of this study revealed that adolescents experience stress because of the influence of familial and non-familial factors show higher tendency towards compulsive buying behavior than those experiencing fewer such events. The study findings are beneficial to marketers, academicians, policy makers. The study will help policy makers understand the harmful consequences of the compulsivity as well as marketing efforts practiced by marketers.