Title: Innovation comorbidity of compulsive buying and brand addiction among the younger generation

Authors: D. Chitra; V. Mahalakshmi; B. Lakshmi; Yabesh Abraham Durairaj Isravel

Addresses: Department of Management Studies, Panimalar Engineering College, Chennai – 600123, Tamil Nadu, India ' Department of Management Studies, Panimalar Engineering College, Chennai – 600123, Tamil Nadu, India ' Department of Management Studies, Panimalar Engineering College, Chennai – 600123, Tamil Nadu, India ' Department of Management Studies, Panimalar Engineering College, Chennai – 600123, Tamil Nadu, India

Abstract: The purpose of the study is to discover whether brand addiction influences compulsive buying behaviour among fast moving consumer goods (FMCG) consumers. Also, to investigate the importance of brand addiction and compulsive buying behaviour exhibited by FMCG consumers. The utilisation of descriptive research design is carried out. The information was gathered from 397 FMCG buyers utilising a random sampling technique. For the research, the information was gathered utilising the questionnaire. The researcher also employed Pearson Correlation and Regression analysis to examine the data. The data can be interpreted based on the majority of retail FMCH customers being female, aged 30-45, and working in the private sector. Favourite, prestigious brand and previous experience from the brand, making the respondents addicted to the brand. Respondents' obsessive buying behaviours include price, low maintenance costs, and product quality. It was further found that it can be interpreted to show an important impact of brand addiction on compulsive buying behaviour among FMCG consumers.

Keywords: brand addiction; innovation compulsive buying behaviour; FMCG consumers; urgent purchasing; clinical methodologies.

DOI: 10.1504/IJKBD.2022.128910

International Journal of Knowledge-Based Development, 2022 Vol.12 No.3/4, pp.475 - 493

Received: 27 Jun 2022
Accepted: 03 Nov 2022
Published online: 09 Feb 2023 *

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