Introduction

Marketing is concerned with indentifying consumer needs and satisfying such needs

efficiently. If a company is to effectively serve the needs of consumers then it is important that

they understand their behavioral patterns which is often done through research. The issue of

compulsive buying disorder is popular worldwide, it is characterized by excessive shopping

cognitions and buying behavior that leads to distress or impairment. This study is geared toward

identifying the degree to which psychographic factors impact compulsive buying. The

independent constructs being, active life, brand loyalty, shopping enjoyment and quality

consciousness.

Marketers are constantly carrying out studies to identify factors that influence consumers

buying behavior, therefore the findings from this research will be helpful to businesses as it will

assist them in successfully satisfying the needs of a particular market. They can use these

psychographic factors as a means of segmenting their market and generate or maximize profits.

The benefits from this research will also apply to consumers as it will help them to categorize

patterns of purchasing behavior and distinguish between being a typical or compulsive consumer.

In essence, the classification of such behavior will aid in the recognition of negative conducts

and hopefully the necessary treatments will be sought. Additionally this research can also be

used as a secondary source for persons who wish to carry out similar studies.

LITERATURE REVIEW

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A consistent picture has started to emerge of consumers who buy for motives which are not

directly related to the actual possession of the goods who persistently repeat the behaviour

despite its leading to the severe financial and social consequences. (Elliott R., 1994).

Behaviours associated with compulsive buying are normally extreme, intense, routine and

habitual behaviours manifested to mitigate anxiety or discomfort caused an obsession. (OGuinn

T and Faber R; 1989).

In understanding what compulsive consumption entails, we will now explore the correlation

between compulsive consumption and the following psychographic factors: active life, brand

loyalty, shopping enjoyment and quality consciousness. Psychographic factors segment the

market based on lifestyle.

It would appear that buying is more and more psychologically driven instead of having a

functional and practical advantage, as compulsive buyers do not necessarily weigh the

consequences of their financial constraint. Consequently, goods that are bought emerge or derive

from the desire to attain emotional, social and identity-related benefits from which they are

motivated. ( Dittmar H., 2005).

Firstly, let us examine how the shopping experience may impact compulsive consumption.

Studies have revealed that buyers gain satisfaction from the buying process more than they do

from the actual purchased item. (OGuinn T and Faber R; 1989). Consumers have fun and

experiences psychological boost during and after a (hedonic) shopping experience. From

information gathered from various researches they reveal that compulsive buyers feel

emotionally elevated when they purchase something new. It may not be something needed and

may even place a further dent in their financial constraints, but shopping gives an exciting

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experience. Sometimes the thought of being bother by friends or any form of company compels a

compulsive buyer to shop by his or her self. It sweetens the experiences as they can indulge in

buying activities without interference or feeling embarrassed. (Black D., 2007). Though the

most profound emotion felt during and after a shopping trip is excitement, when the purchases

are brought home while the excitement still exist, guilt and anxiety takes precedence. (Elliot R.

1994).

The shopping experience has emerged as one of the major leisure activities for women and

involves distinct and more persuasive motivation than the mere simple act of buying. (Elliot R.,

1994). It was further explained that the shopping experience is a source of pleasure and

relaxation. Additionally, its seemingly a habitual behaviour that has become symbolic because

goods inhabit cultural meaning, making the purchase personally significant to the buyer. It may

be then concluded that the shopping experience since it provides upliftment for feelings and

emotions and energizes the buyer it makes them further indulge in constant buying over which

they feel they have no control. Consequently, we have perceived that there is a correlation

between compulsive buying and the shopping experience.

Secondly, we will examine the impact of an active life on compulsive buying. As it concerns an

active life which by interpretation is a lively, dynamic, bubbly, energetic and vigorous life,

compulsive buyers in their search for these elements indulge in heavy buying experiences. The

lack of an active life, where consumers live depressed and most times emotional low shopping

becomes a trill and a lifestyle activity. (Elliot R. 1994). Consumer constructs a self by

purchasing and ingesting products featured in advertising, and this may explain the association

between low self esteem and addictive consumption (Elliott R., 1994). It is the purchasing of

these goods that consumers endeavour to boost their worth. Also, it has been expressed in

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research based on in-depth interviews that shopping is a coping mechanism for depression.

Individual consumers impulse buying is correlated with their desires to fulfil hedonic

(desirable) needs, such as for fun, novelty, and surprise. (Hausman A. 2000).

Elliot R (1994) quoted in his article , Although Scherhorn et al. (1990) conclude that addictive

buyers are profoundly unhappy individuals trying to compensate for an enormous burden of

negative feelings , there is some evidence that their shopping behaviour does provide social

utility by helping them feel important, by gaining attention from sales people, and provides

personal utility by giving them an emotional lift. Compulsive consumers are then motivated to

buy products to alleviate negative emotions rather than having a strong desire to own the

product. (OGuinn& Faber,1989). Additionally, it is stated that excitement seeking is a variable

that has some correlation with compulsive buying. (Johnson T. and Attmann J.,2009).

Thirdly, we will examine the impact of brand loyalty on compulsive buying. Brand Loyalty is

the consumer's conscious or unconscious decision, expressed through intention or behaviour, to

repurchase a brand continually. Brand loyalty is derived from the consumers perception that

the brand offers the best features, good image, great quality and price. Consumers who are

mildly to moderately depressed may be brand loyal, because they have insufficient energy to

engage in anything other than routine decision making. (Hirschman E and Stern B., 1998). The

affective state of a depressed person encourages inactivity, disinterest and lethargy consequently;

consumers become rooted in familiarity and effortless consumption habits. When reduced

cognitive ability and low self confidence combined with diminished energy, the path of least

resistance is to follow established consumption routines. (Hirschman E and Stern B 1998). It is

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with associating depressive consumption with brand loyalty that one can conclude that there is a

correlation with compulsive buying and brand loyalty. Depressed persons engage in compulsive

purchasing to try and lift their mood, however, they would refer the easiest way in doing any

required activity and would therefore purchase well-known or memorable brands that do not

require much deliberation/consideration/contemplation.

Finally, let us examine the impact of quality consciousness on compulsive buying. It may be

argued that quality consciousness does not have any direct correlation with compulsive buying.

If it is stated that a compulsion is an uncontrollable urge driving a person against his/her will (in

other words steering forcing and compelling the person against their will) ( Elliott R. 1994), then

one could infer compulsive buying is not a conscious intent to purchase any particular item. The

compulsion to purchase may be more precisely expressed as an addiction. It is with this

knowledge that it may be concluded that a compulsive buyer does not necessarily notice or

perceive the quality of an item at the point of purchase.

A consistent picture has started to emerge of consumers who buy for motives which are not

directly related to that actual possession of the goods (Elliott R. 1994). As stated earlier

compulsive buyers enjoy the immediate excitement of shopping and the fact that it elevates their

mood. Additionally, Buyers gain satisfaction from the buying process more than they do from

the actual purchased item. (OGuinn T and Faber R; 1989).

METHODOLOGY

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A total of 100 questionnaires were distributed randomly to the UWI, Mona populous. The study

consisted of the use of both Primary and Secondary data. Primary data was retrieved through the

use of questionnaires while secondary information gathered through the use of journal articles

retrieved from using the UWI Mona database, EBSCO host being the main supporter of articles.

Secondary data provided insight relating to the issue of compulsive buying.

The Demographic section was included in the questionnaire which was used to describe the

sample based on various categories. The demographic section is significant as it establishes

relationship with the various constructs. This allows for a more meaningful and substantial study.

A descriptive research design was used to determine the relationship between the dependent

variable compulsive buying and the independent variables, Active Life, Brand Loyal,

Shopping Enjoyment and Quality Consciousness. A Likert type scale was used to evaluate both

the psychographic factors and attitudes of the respondents toward compulsive buying. This

technique was used in the first person to better personalize the experience and by extension the

responses.

SPSS was utilized for data analysis and also provided descriptive insights. It assisted in

providing statistical descriptions such as frequencies of gender type, age group, faculty,

enrollment status and disposable income. SPSS also aid in the analysis of linear regression

models.

RESULTS

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The study consists of 100 respondents from the UWI population. Female represent 66.7% of the

sample while male constitute the other 33.7%. Most of the respondents are among the ages 18-

22, which made up 66% of the sample, 25% are among the age group 23-27, 6% between the

ages 28-35 and the remaining 3% over the age of 36. Majority of the sample are from the faculty

of social sciences (71.1%), pure and applied constitute 19% while both Humanities and Medical

Sciences accounted for 5% each of the sample population. The investigation reveal that 81% of

the sample are students that enroll full time, 18% part- time and the marginal (1%) are among the

staff category. 52% of the respondents monthly disposable income are above $10,000, 26.5%

ranges between $5000-$10,000 and 20.4% less than $5000 per month. Table 1 illustrates

demographic findings.

The linear regression statistical test reveals that independent variables active life, brand loyalty,

shopping enjoyment and quality consciousness explains only 24% of the movement of

compulsive buying, as indicated by r square value of 0.24. This means that the remaining 76%

are factors that contribute to compulsive buying other than the areas studied.

The F-value of 6.965 shows the goodness of fit, this demonstrates that the model derived from

this study scientifically fits.

The unstandardized coefficient error term Beta for shopping enjoyment has a value of 0.211

which is the only significant variable with a p-value of 0.00 as shown in table 2. The study

further suggests that there is a relationship between shopping enjoyment and compulsive buying.

The research indicates that there is no relationship between constructs active life, brand loyalty

and quality consciousness; in fact the construct active life recorded a negative beta of 0.79.

Subsequent analyses specify that there is an inverse relationship between the dependent variable

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compulsive buying and the independent variable active life. All constructs expect for shopping

enjoyment recorded a value of greater than 0.05 (table2).

DISSCUSSION

According to the findings, among the factors that we have characterized, the psychographic

paradigms only account for 24% of the resultant compulsive buying. This means that there is a

76% that is not explained by our findings; that is not captured in the study with regards to the

cause and effect relationship of buying habits and psychographic factors. The research also

deduces that the only meaningful relationship that exists is that between shopping enjoyment and

compulsive buying. This means primarily that the other considered psychographic factors are

inconsequential and secondarily that there are other independent variables outside the study that

explain the phenomenon, but due to constraints in the study it may not be expressed.

There is also a recognizable inversely proportionate relationship between the dependent variable

and active lifestyle. This mirrors the research done by Elliot R., Wang C. and Yang H.; they

conclude that addictive buyers are not only profoundly unhappy individuals but their buying

habits tend to lift spirits and reduced the negative feelings they face. Therein lies the motivation

for spending, not for general utility from the products but for the personal gratification they in

turn receive. The literature also contends that,

consumer constructs a self by purchasing and ingesting products featured in advertising, and

this may explain the association between low self esteem and addictive consumption as

consumers strive to bolster their feelings of worth with the buying of goods, Elliot R., Addictive

Consumption.

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This now opens the dynamic of self worth and image and the associative attitudes and feelings.

They impulsive buying would use their purchases to project a self image they construct as a

result of their own less than captivating lives. Therefore in may be safe to deduce that the more

active the lifestyle, the lesser the individual is consumed by negative feelings hence, the inverse

relationship concluded in the study is justifiable and consistent with studies from other

generalized demographic.

The relationship between shopping enjoyment and compulsive buying is supported by Elliot R.

and Black D. They propose that the most significant emotion felt in any purchase is excitement

and that a buying would receive a vastness of utility, not in the good itself, but more from the

actual buy. It is seen as a source of pleasure and relaxation to the consumer that forms the basis

for profound personal significance. This may be true in the university setting, as for some; this is

the escape or that leisure activity that combats the day to day stress of school. Possibly after a

stressing final exam a student may shop with no regard for financial constraints until the initial

thrill subsides and the guilt takes precedence. Black D also speaks to the change in emotion from

buy to its aftermath in the literature. The relationship, between enjoyment and buying, remains

consistent with the literature and pragmatic in terms of the stereotypical stressed university

student.

The relationship between brand loyalty and quality awareness with compulsive buying is not

significant and is consistent with the literature. The theorists report that these factors are

consistent with an in active life an low self image that is not an accurate description of the UWI

demographic. Therefore the lack thereof in correlation is justifiable.

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CONCLUSION

Compulsive buying patterns are very important to suppliers as they influence sales across

industries. This research was aimed at identifying psychographic buying patterns and their

relationship to compulsive behavior buying patterns. The research has proven that compulsive

buying is directly linked to shopping enjoyment. Even though the study does not provide an

equal split between demographics, it does supply an accurate insight into the shopping patterns

of human beings.

Based on this study we are left to conclude that various factors influence consumers buying

behaviour. To fully comprehend this relationship, it would be recommended that a wider range

of psychographic factors be added to the study to provide a more in-depth insight into this study.

However, we have concluded that there is a definite relationship between psychographic buying

patterns and compulsive behavior buying patterns.

There were however a few limitations to the study that may have skewed the results giving a less

that true reflection. Some respondents were reluctant in answering, did not understand the

phenomenon and further more did not answer as truthfully as they could have. Given a larger

sample we believe we could have produced a richer study.

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APPENDICES
TABLE 1: Demographics

Demographic Variable Frequency Valid Percentage

Gender
Male 33 33.3
Female 66 66.7
Age
18-22 66 66
23-27 25 25
28-35 6 6
36 and over 3 3

Faculty
Social sciences 71 71
Pure and applied 19 19
Humanities 5 5
Medical Sciences 5 5

Enrollment Status
full time student 81 81
part time student 18 18
Staff 1 1

Disposable Income
Less than $5000 19 20.4
$5000-$10000 25 26.9
Over $10000 49 52.7

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TABLE 2: Regression Analysis

Independent Variables S.E p-value

Beta
(Constant) 1.169 .556 .038
Active life -.079 .059 .179
Brand loyal .010 .057 .860
Shopping enjoyment .211 .044 .000*
Quality consciousness .030 .066 .647
R Square .438
Adjusted R Square .206
F 6.965
n=100
*p<0.05

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QUESTIONNAIRE

The purpose of this research is to determine the factors of compulsive buying behaviour . Please be
asserted that the questionnaire are confidential in nature; your anonymity is therefore assured.
Please indicate your responses by a show of a tick in box provided.

DEMOGRAPHICS

1. Gender:
Male Female

2. Age:
18-22 23-27 28-35 36yrs and over

3. Which faculty are you enrolled in?

Social sciences Pure and applied Humanities Medical Science

4. Enrollment Status:

Full time Student Part time Student Staff

5. Monthly disposable Income:

Less than $5000 $5000- $10,000 Over $10,000

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Compulsive Buying

1: Strongly Disagree 2: Disagree 3: Neither Agree nor Disagree 4: Agree 5: Strongly Agree

1 2 3 4 5

cb01 When I have money, I cannot help but spend part or the whole of it

cb02 I am often impulsive in my buying behaviour

cb03 As soon as I enter a shopping centre, I have an irresistible urge to go

into a shop to buy something

cb04 I have often bought a product that I did not need, while knowing I
had very little money left

cb05 I felt others would be horrified if they knew my spending habits

cb06 I sometimes buy things just to improve my mood and make me feel
better

Psychographic factors

Please rate the extent to which each of the psychographic factors below accurately describe you
(1 = Extremely Inaccurate 5 = Extremely Accurate).

Active Life
I live an active stimulating life 1 2 3 4 5
I regularly go out to functions (parties, plays, etc) 1 2 3 4 5
Brand Loyal
I will consume only certain brands, not others 1 2 3 4 5
For most supermarket items, I have favorite brand and limit
my purchase to them 1 2 3 4 5
Shopping Enjoyment
I think shopping is a lot of fun 1 2 3 4 5
I am always excited to go shopping 1 2 3 4 5

Quality consciousness
I always buy the best 1 2 3 4 5
It is important for me to buy high quality products 1 2 3 4 5

THANK YOU!!!

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REFERENCE

Black D. (2007) A review of compulsive buying disorder, Official Journal of the World
Psychiatric Association, Vol.6, pp14-18.

Dittmar, H. (2005). Compulsive buying behaviour - a growing concern? An empirical

exploration of the role of gender, age, and materialism, British Journal of Psychology, 96, 467-
491.

Dittmar, H., Beattie, J. and Friese, S. (1996), "Objects, decision considerations and self-image in
men's and women's impulse purchases", Acta Psychologica, Vol. 93, pp. 187-206.

Elliott, R. (1994), "Addictive consumption: function and fragmentation in post modernity",

Journal of Consumer Policy, Vol. 17, pp. 159-79.

Hausman A. (2000), A multi-method investigation of consumer motivations in impulse buying

behavior, Journal of Consumer Marketing Volume:17 pp: 403-426

Hirschman E. and Stern B. (1998), Consumer Behaviour and the wayward mind: The influence
of mania and depression on consumption, in Advances in Consumer Research Volume 25, eds.
Joseph W. Alba & J. Wesley Hutchinson, Provo, UT: Association for Consumer Research, Pages:
421-427.

Johnson T. and Attmann J. (2009), Compulsive buying in a product specific context: clothing,
Journal of Fashion Marketing and Management, Vol. 13, Iss. 3; pg. 394

O'Guinn, T. and Faber, R. (1989), "Compulsive buying: a phenomenological exploration",

Journal of Consumer Research, Vol. 16, pp. 147-57.

Weber E et.al. (2001), Conflict and Tradeoffs in decision making; New York: Cambridge
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