Impact of Compulsive buying behaviour on Customer satisfaction and mediating effect of Materialism

Abstract

Background: People who engage in compulsive buying tend to overspend, which results in financial hardship and debt. Each person's materialistic tendencies have an impact on how they behave as consumers. Numerous studies demonstrate how customers are heavily influenced by their models and partake in CBB. The psychological motivations lead to consumers' CBB. Individuals who are high in public self-consciousness are quite aware about their public image and use luxury goods to enhance their stature in the society. Materialistic individuals often relate possessions of goods to happiness and thus indulge in CBB. This study evaluates the impact of compulsive buying behaviour over customer satisfaction and the mediating effect of materialism over the same. 

Statistical Analysis: The study was confined to Bengaluru Urban area on 185 probabilistically sampled customers to analyse the impact of compulsive buying behaviour and mediating effect of materialism over customer satisfaction. In this research to examine the impact, the dependent variable chosen is Customer satisfaction and the independent variable is compulsive buying behaviour and materialism playing mediating role.  The primary data was collected through structured questionnaire.

Findings:  The research depicts the materialism factor has major impact on customer satisfaction.

Application: The conclusion of this study shows that there is significance mediating effect of materialism over customer satisfaction and mediocre effect of compulsive buying behaviour on customer satisfaction.