Compensatory Consumption And Shopping An Indian Perspective

The emerging studies of consumer behavior have explored the fact that people do not consume barely for the functionality of the product or due to their utilitarian needs. The psychology of human buying behavior is very deep. There also exists darker domain wherein people indulge in buying not because of the need but because of need deficit i.e. they may buy to compensate for some other need. This book provides an in depth study of the same among north Indian urban women. The study investigates the phenomenon of compensatory consumption, and measures the factors influencing compensatory consumption by using Confirmatory Factor Analysis. The analysis throws light on this new exciting topic and should be useful for marketers or anyone else with women as target audience.