A Descriptive Study to Assess the Prevalence of Compulsive Buying Behavior among undergraduate students of selected Professional colleges at Mangalore

 

Mabel Lolita Baptist

Department of Community Health Nursing, Srinivas Institute of Nursing, Srinivas University, Mukka, Mangalore 574146, Karnataka, India.

*Corresponding Author E-mail: mablebaptist@gmail.com

 

ABSTRACT:

Compulsive buying disorder is characterized by, Excessive or poorly controllable preoccupation, Urge or behaviors regarding shopping and spending this impulsiveness uncontrolled and patients can only find relief from stress through Excessive shopping. The aim of the present study is to assess the prevalence of compulsive buying behavior among Undergraduate students of selected professional colleges at Mangalore. assess the prevalence of compulsive buying behavior among the100 undergraduate students in the selected professional college at Mangalore. Sampling technique used to select sample was convenient sampling technique. informed consent was obtained from the subject prior to the data collection process data was collected by administrating a structured five-point scales on prevalence of compulsive buying behavior. the data was analyzed by using descriptive and inferential statistics. The result of the study shows that 5% had severe prevalence, 82% had moderate prevalence and 12% had mild prevalence. There was an Association between prevalence score and selected demographic variable such as method of buying, companion during shopping. The study proved that most of the undergraduate students have moderate level of   Prevalence regarding the compulsive buying behavior. So, we have to give educational practices because it is an effective strategy for providing information and enhancing knowledge level of the undergraduate students.

 

KEYWORDS: Compulsive Buying Behavior, Professional Colleges, Prevalence, Undergraduate Students.

 

 

 

INTRODUCTION:

"Shopping is a fundamental human activity that significantly impacts everyday life. While it primarily serves to fulfill basic needs by facilitating access to goods and services essential for survival and comfort, it has evolved into a form of leisure, a cultural practice, and an avenue for self-expression."1

 

In the contemporary consumer-driven world, shopping has assumed a central role in everyday life, influenced by rapid technological growth, innovative marketing techniques, and the expansion of e-commerce. Modern purchasing behavior is increasingly shaped by factors such as online platforms, social media trends, and tailored promotional strategies."2

"Navigating the intricacies of modern shopping requires an understanding of the psychological, social, and cultural drivers behind consumer behavior. Recognizing these underlying factors enables individuals to make conscious purchasing decisions that reflect their personal values, financial constraints, and overall well-being."1

 

"Although shopping appears to be a harmless routine, it can conceal the onset of compulsive buying tendencies. What initially feels like occasional indulgence can evolve into a behavioral addiction, marked by an uncontrollable desire to purchase despite adverse outcomes. This compulsion may result in financial strain, accumulation of unnecessary items, and tension in personal relationships."3

 

The attraction to shopping stimulates the brain's reward mechanisms, particularly through the release of dopamine, which can foster psychological dependency. This ongoing chase for the next 'shopping high' may result in diminished self-control, drawing individuals into a repetitive loop of desire and excessive consumption. Such compulsive buying behavior can lead to serious consequences like mounting debt, psychological strain, and lowered self-worth. Moreover, it reinforces throwaway consumerism, thereby aggravating environmental harm and resource wastage."4

 

"Often referred to as 'retail therapy', compulsive buying is a widespread behavioral issue affecting millions globally. It is marked by an uncontrollable impulse to make purchases, typically resulting in excessive and unnecessary spending. This behavior carries serious psychological, social, and financial consequences. Compulsive buying behavior (CBB) is now recognized as a psychological disorder, with symptoms including persistent urges to shop despite negative outcomes. Young adults, particularly college students, are at increased risk due to the influence of social media and growing consumerist trends."5

 

"Although compulsive buying behavior (CBB) has been widely examined in Western contexts, there is limited research available from the Indian subcontinent, especially among undergraduate students. Mangalore, a prominent coastal city in South India, hosts a variety of professional educational institutions, making it a suitable setting for exploring the prevalence of CBB in this demographic. Investigating the association between compulsive buying and variables such as demographics, psychological traits, and shopping habits in this population can bridge critical research gaps and aid in developing targeted prevention and intervention strategies."6

 

Research indicates that compulsive buying behavior (CBB) affects approximately 4.9% of adults in representative samples, while the rate among university students is slightly higher at 8.3%. In non-representative adult samples, the prevalence increases to 12.3%, and among shopping-specific populations, it reaches up to 16.2%. A significant proportion of individuals with CBB face financial strain: 58.3% report substantial debts, 41.7% are unable to meet financial obligations, and 33.3% experience social disapproval. Additionally, 8.3% report legal issues, and nearly half (45.8%) experience guilt as a result of their compulsive buying habits."7 These statistics underscore the serious implications of compulsive buying behavior (CBB), prompting researchers to examine its prevalence among professional undergraduate students. The intent is to raise awareness and foster a deeper understanding of this growing concern."7

 

STATEMENT OF THE PROBLEM:

A descriptive study to assess the prevalence of compulsive buying behaviour among undergraduate students of selected professional colleges at Mangalore.

 

OBJECTIVES:

·       To assess the prevalence of compulsive buying behaviour among under graduated students of   selected professional colleges at Mangalore by using structured 5-point Likert scale.

·       To find out the associations between the prevalence of compulsive buying behavior with the selected demographic variables.

 

HYPOTHESIS:

H1: There will be significant association between the prevalence of compulsive buying and with the selected demographic variable.

 

MATERIAL AND METHODS:

Research approach:

The researcher utilized quantitative approach

 

Research Design:

In this study, nonexperimental descriptive design was adapted.

 

Research setting:

The setting for the study Selected professional colleges at Mangalore.

Population:

In this study, the population consists of undergraduate students who are studying in professional colleges.

 

Sample:

The sample would comprise 100 students in selected professional colleges in Mangalore.

 

Sampling technique:

The sample was selected by using nonprobability purposive sampling technique.

 

Description of the tool:

The tool used in the study consists of`2 sections.

 

Section A: socio demographic variable –age, sex, socio economic status, frequency of shopping, common method of shopping, partner in shopping.

Section B: structured five-point scales on prevalence of compulsive buying behavior.

 

Plan for Data Analysis:

The data were analyzed by using both descriptive and inferential statistics.

·       Organization of ungrouped data into grouped data.

·       Frequencies and percentages were used for analysis of demographic characteristics.

·       Calculation of mean and standard deviation.

·       Chi- square test was used to find association between prevalence of compulsive buying behaviors core and demographic variables.

 

RESULT:

Section 1: Demographic Characteristics:

In the present study, a total of 100 professional undergraduate students participated. Age reveals the majority of them 63(63%) were age between 21-23 years and least 5(5%) were age between 24-27 years. Majority of the respondent were female 88(88%) and least were 12(12%) male. Regarding the income of the family is observed that majority 45(45) of the students had family income between 50,000-1lahk. And least 6(6%) were with>1,00,0,000 family income. Regarding the frequency of buying majority of the students 61(61%) buy monthly and least 4(4%) buy regularly. Regarding mode of buying majority of 48(48%) buy from the shop and least 12(12%) buy online. Regarding purchasing partner majority 48(48%) buy with their family and least 4(4%) buy alone.

 

SECTION 2

SECTION II: to assess the prevalence of compulsive buying behavior among undergraduate students:

This section deals with analysis and interpretation of data to find out prevalence of compulsive buying behavior among undergraduate students. Data was analyzed using frequency and percentage and are presented in table 1

 

Table 1. Frequency and distribution of undergraduate students according to their prevalence level                                          N=100

Level of prevalence

Frequency (f)

Percentage (%)

Mild (<50)

12

12%

Moderate (between 51-74)

83

83%

Severe (>75)

5

5%

 

The data in table 1 depicts the majority 83(83%) had a moderate prevalence and least 5(5%) had a severe prevalence of compulsive buying behavior.

 

Section III: Association between compulsive buying behavior among undergraduate students with selected demographic variables:

·       To find the association between compulsive buying behavior and selected demographic variables a null hypothesis is formulated, and chi square test was used.

·       H0: There is no significant association between compulsive buying behavior and selected demographic variables at 0.05 level of significance.


 

Table 3: Association of compulsive buying behavior among undergraduate students with selected demographic variables.

Sl. No

Demographic variables

Knowledge score

Total

χ2 test

≤Median (≤60.5)

>Median (>60.5)

1

Age in years

 

17-20

15

16

31

χ2=3.093, df=2,

p=0.213(NS)

 

21-23

32

34

66

 

24-26

3

0

3

2

Gender

 

Male

6

9

15

χ2=1.648, df=1,

p=0.439(NS)

 

Female

44

41

85

3

Social Economic Status

 

Below 10000

27

23

50

χ2=1.185, df=2,

p=0.553(NS)

 

10000 – 100000

21

26

47

 

Above 100000

2

1

3

4

Frequency of Shopping

 

Regularly / Daily

1

3

4

χ2=1.867, df=3,

p=0.601(NS)

 

 

Once in a week

8

8

16

 

Once in month

29

31

60

 

Once in a year/ Rarely

12

8

20

5

Common method of Shopping

 

Online purchase

1

7

8

χ2=7.721, df=2,

p=0.021*

 

Store purchase

21

26

47

 

Both

28

17

45

6

With whom do you go often shopping

 

Alone

1

4

5

χ2=8.056, df=3,

p=0.045*

 

 

Friends

21

31

52

 

Parents

26

13

39

 

Partner

2

2

4

NS- Not Significant, *- Significant at 0.05 level

 

DISCUSSION:

Section 1: Sample Characteristics:

·       The present study aimed to explore the association between selected demographic variables and compulsive buying behavior (CBB) among undergraduate students. The demographic analysis revealed several important patterns that may contribute to understanding the consumer tendencies and psychological inclinations of youth toward compulsive buying.

·       The age distribution shows that the majority of students fall between 21–23 years (63%), with a smaller proportion in the 17–20 years (38%) and 24–26 years (5%) categories. Research suggests that young adults in their early twenties are more susceptible to compulsive buying due to identity formation, emotional instability, and peer influence (Ridgway, Kukar-Kinney, and Monroe, 2008) 10. This aligns with our findings, where the most active buying frequency (monthly – 61%) occurs within this age bracket.

·       Gender-wise, the majority of the sample were female (85%). Numerous studies have highlighted that females are more prone to compulsive buying than males, often due to higher emotional involvement in shopping and use of buying as a coping mechanism for stress or low mood (Dittmar, 2005).8 This gender difference may partly explain the frequency and mode of purchasing observed in our study.

·       Socio-economic status, particularly family income, is another influential factor. Most participants came from families with an income of ₹50,000 or less (49%), followed by 45% in the ₹50,000–₹1,00,000 range. Research by Roberts and Pirog (200411) supports that compulsive buying is not necessarily associated with higher income but rather with perceived financial stress and materialistic values, which may apply to students attempting to match social standards or peer expectations.

·       In terms of purchasing habits, monthly purchases were predominant (61%), followed by yearly (21%) and weekly (14%) purchases. Interestingly, 4% were regular buyers, which may reflect tendencies toward compulsive behavior. O'Guinn and Faber (1989) characterize compulsive buyers as those engaging in repetitive, excessive purchasing episodes, often accompanied by feelings of guilt or loss of control. While only a small proportion in this study fits that category, early signs may be developing in those with higher frequency behaviors.

 

·       Regarding the mode of purchase, 48% preferred store purchases, 12% online, and 40% a combination of both. This reflects current consumer trends among youth who are increasingly influenced by digital media but still value the experiential aspect of in-store shopping. Online platforms are known to encourage impulsive and compulsive buying due to ease of access and targeted advertisements (Rose and Dhandayudham, 2014).12

·       Finally, the purchasing partner variable indicated that nearly half (48%) of the participants shop with friends, followed by parents (41%). Peer influence is a significant driver in adolescent and young adult consumerism. According to a study by Workman and Lee (2011),13 peer group conformity significantly predicts compulsive buying tendencies, especially in social buying environments.

·       The study findings suggest a significant association between demographic variables and compulsive buying tendencies. Factors such as age, gender, income, mode of purchase, and social context play a vital role in shaping buying behavior. Compulsive buying behavior among students is a multifactorial issue influenced by psychosocial, economic, and environmental factors, and increasing awareness among young adults is essential for preventive strategies.

 

Section 2: Prevalence of Compulsive Buying Behaviour

The current study reveals that a majority (82%) of students exhibit a moderate level of compulsive buying behaviour, 13% fall under the mild category, and 5% display severe compulsive buying tendencies. These findings indicate a noteworthy presence of compulsive buying among undergraduate students, suggesting a growing concern in consumer behaviour patterns among young adults.

 

This outcome aligns with findings from a study conducted among health science teachers in Punjab, India, where it was observed that 31.5% of the participants exhibited high compulsive buying tendencies, and 21.5% continued shopping despite being in debt. Furthermore, 31.5% of teachers were unable to resist attractive sales offers, highlighting a common trigger among individuals with compulsive buying issues. The study also reported a moderate positive correlation between compulsive buying and online shopping addiction, suggesting that digital access and marketing tactics significantly influence this behaviour (Singh and Ahuja, 2020).

 

International literature also supports these trends. For instance, Black (2007) estimated that compulsive buying disorder (CBD) affects between 5.8% to 8.3% of the adult population, with higher prevalence observed in younger age groups and university students. Otero-López and Villardefrancos (2014) similarly found that university students are particularly susceptible due to psychosocial pressures, lifestyle changes, and ease of access to online shopping platforms.

 

In line with these studies, the moderate to high levels of compulsive buying seen in the current sample could be influenced by several factors including age, social media exposure, impulsive personality traits, and financial autonomy. The digitalisation of commerce, along with targeted marketing, might act as stimuli contributing to the progression from occasional indulgent buying to compulsive patterns.

 

In conclusion, the study underscores the need for educational and behavioural interventions to raise awareness among youth about responsible consumption, financial literacy, and emotional regulation strategies, especially in the context of online shopping.

 

Section 3: Association Between Prevalence and Demographic Variables:

The current study demonstrates a significant association between the prevalence of compulsive buying behaviour and certain demographic variables, specifically the method of purchase (online vs. offline) and shopping companionship (with whom students prefer to shop). These findings suggest that not only individual characteristics but also shopping context and social environment play crucial roles in shaping compulsive buying patterns among young adults.

 

Method of Purchase:

The preference for online or offline shopping significantly influences compulsive buying tendencies. This is corroborated by a study conducted in Spain among 212 customers, which found that 69% preferred offline shopping while 31% opted for online platforms. Notably, the study revealed that the offline channel was slightly more conducive to impulse buying compared to the online channel. However, factors that encourage online impulse buying (such as ease of access, targeted advertisements, and instant gratification) have a more substantial explanatory power for this behaviour than factors that discourage it 18.

 

Social Influence and Shopping Companionship:

The current study also found that the company with whom individuals shop—such as friends, family, or alone—has a significant association with compulsive buying behaviour. Social networks and peer influence can act as powerful triggers, encouraging impulsive and compulsive purchases. The Spanish study further highlighted that social media and social networks have a considerable impact on impulse buying, amplifying the effect of peer recommendations and social comparison 16.

 

Synthesis with Existing Literature:

These findings align with previous research indicating that both the shopping environment and social context are critical determinants of buying behaviour. Offline shopping environments, with their sensory stimuli and social interactions, may foster impulsive decisions. Conversely, online environments, while less sensory, leverage digital marketing and social media influence, which can equally drive compulsive buying, especially among young, tech-savvy consumers 17,18.

 

CONFLICT OF INTEREST:

The authors have no conflicts of interest regarding this investigation.

 

ACKNOWLEDGMENTS:

The authors would like to thank the Professional College Principal and Students who participated in the study.

 

BIBLIOGRAPHY:

1.      Solomon MR. Consumer Behavior: Buying, Having, and Being. 12th ed. Harlow: Pearson Education; 2018.

2.      Verma S, Yadav N. Online Shopping Behavior: A Literature Review and Future Research Directions. International Journal of Marketing and Business Communication. 2021;10(1):14–23.

3.      Black DW. A review of compulsive buying disorder. World Psychiatry. 2007; 6(1): 14–18.

4.      Müller A, Mitchell JE, de Zwaan M. Compulsive buying. Am J Addict. 2015; 24(2):132–7. doi:10.1111/ajad.12111

5.      Ridgway NM, Kukar-Kinney M, Monroe KB. An expanded conceptualization and a new measure of compulsive buying. J Consum Res. 2008;35(4):622–639. doi:10.1086/591108

6.      Kaur P, Singh R. A Study of Compulsive Buying Behavior and Its Antecedents Among Indian Consumers. Global Business Review. 2019; 20(2): 386–398. doi:10.1177/0972150918825201

7.      Black DW. A review of compulsive buying disorder. World Psychiatry. 2007 Jun; 6(1): 14–8. PMID: 17342211.

8.      Dittmar, H. Compulsive buying–a growing concern? An examination of gender, age, and endorsement of materialistic values as predictors. British Journal of Psychology. 2005; 96(4): 467-491. https://doi.org/10.1348/000712605X53533

9.      O’Guinn, T. C., and Faber, R. J. Compulsive buying: A phenomenological exploration. Journal of Consumer Research, 1989; 16(2): 147–157. https://doi.org/10.1086/209204

10.   Ridgway, N. M., Kukar-Kinney, M., and Monroe, K. B.  An expanded conceptualization and a new measure of compulsive buying. Journal of Consumer Research. 2008; 35(4): 622–639. https://doi.org/10.1086/591108

11.   Roberts, J. A., and Pirog III, S. F. Personal goals and their role in consumer behavior: The case of compulsive buying. Journal of Marketing Theory and Practice. 2004; 12(3): 61–73.

12.   Rose, S., and Dhandayudham, A. Towards an understanding of Internet-based problem shopping behaviour: The concept of online shopping addiction and its proposed predictors. Journal of Behavioral Addictions. 2014; 3(2): 83–89.

13.   Workman, L., and Lee, S. H. Materialism, fashion consumers and gender: A cross-cultural study. International Journal of Consumer Studies. 2011; 35(1): 50–57. https://doi.org/10.1111/j.1470-6431.2010.00945.x

14.   Black DW. A review of compulsive buying disorder. World Psychiatry. 2007 Feb; 6(1): 14-18.

15.   Otero-López JM, Villardefrancos E. Prevalence, sociodemographic factors, psychological distress, and coping strategies related to compulsive buying: A cross-sectional study in Galicia, Spain. BMC Psychiatry. 2014 Apr 8; 14: 101.

16.   Singh S, Ahuja N. Compulsive buying behaviour among health science teachers in Punjab, India. Int J Indian Psychol. 2020; 8(1): 2349-3429.

17.   Ruiz-Mafe C, Bigne E, Curras-Perez R, Sanz-Blas S. Engaging users on social media: Implications for online impulse buying. Journal of Business Research. 2020; 117: 510-519.

18.   Otero-López JM, Villardefrancos E. Prevalence, sociodemographic factors, psychological distress, and coping strategies related to compulsive buying: A cross-sectional study in Galicia, Spain. BMC Psychiatry. 2014 Apr 8; 14: 101.

 

 

 

 

Received on 08.05.2025         Revised on 17.06.2025

Accepted on 16.07.2025         Published on 18.08.2025

Available online from August 30, 2025

A and V Pub Int. J. of Nursing and Med. Res. 2025;4(3):161-166.

DOI: 10.52711/ijnmr.2025.30

©A and V Publications All right reserved

 

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.