Source Global Conference on Business and Finance Proceedings Volume 10 Number

1
A review of compulsive buying behavior of customer- a neurological study
The article focuses on the study based on 26 compulsive buyers and 23 non- compulsive
buyers. Furthermore the study shows that there are significant differences in the brain
concerning the region dealing with decision making. This gives a better insight into consumer
behaviour and helps to form policies with respect to companies.
When a compulsive buyer buys a product, the possession of the product is not of significant
importance, rather the process of acquisition gives the buyer satisfaction .However, the price
of the product offsets that. In essence , the price is a manifestation as a self-regulatory
mechanism.
Purchasing decision involved a trade-off between the negative aspect of paying and the
positive aspect of acquiring a product. People who are compulsive buyers show poor
judgement and high impulsiveness .
How the experimental participants were found
Test participants of the experimental group were found using internet forums via
announcements , contacting psychotherapists and self-help groups. A major criteria for this
study was that the participant that they had to be undergoing treatment for their buying
behavior , as the buying behavior was an important external criteria.
A total of 100 products were presented to each participant, the price of the product varying
from 1 to 50 euros. In order to simulate a realistic buying environment , each participant was
given 50 euros at the start of the study. One of the purchased products was given randomly to
the participant and any unspent amount was given to the participant as cash.
The selection of the products was done in six categories-accessories, drinks , clothing ,
costmetics , jewellery and sweets. The six categories were chosen because most of the
product categories are preferred more by women.
Conclusion
The results reveal differences between compulsive and non-compulsive buyers in certain
brain regions. The study helped to understand neural aspects of compulsive buying behavior,
but it is only a first step towards it , due to the limited number of experimental subjects ,the
limitation of the study to female buyers and the design in the study. The results could also
help to overcome the still dominating model of the homo economics and to create a more
realistic concept of the human being in economic decision making.
Source :J Consum Policy (2011) 34:401413 DOI 10.1007/s10603-011-91683
A review of the impact of consumer behaviour and factors affecting on purchasing

decisions

There are companies that seek to ensure customer satisfaction , the real mission of their
marketing departments is understand the needs and demands of clients and provide proper
solutions to the customers according to their respective grievances.. The objective is not to
sell more but to ensure long term consumer satisfaction.
Marketing is about understanding customer needs which in turn leads to fulfilling organization
goals. Some companies have a misconception about marketing deceiving the customers or
following unethical practices. But in recent years marketing has emerged as one of the most
important functions in an organization.
Production and sales are two important tasks of any business, in the traditional sense.
Entrepreneurs are convinced that the quality of the product is the only thing that will determine
whether the product sells or not, paying no heed to the purchase condition of the prospective
customer and whether the product is needed in the market according to the customer demands.

Risk taking-Whenever a customer is buying a product , there is a certain amount of risk posed to
the consumer as well. Financial risk , social risk , ,psychological risk to name a few.
Positon- It depends whether the product is a high involvement product or a low involvement
product , for instance , a person eats his lunch every day in the office cafeteria , but goes to a
five star hotel for lunch when invited by the boss.
Social visibility is also an important factor , the more expensive or rare the product is , the
more the feeling of alleviation of social status for the customer. For instance A Harley
Davidson bike , a mink fur coat.
Why do we study consumer behaviour
Consumer behavior came into existence through the study of marketing trends.
Product life cycles have become short as a result of research in consumer behavior , but the
cost involved in development of a new product has gone down too. There are several of
having a proper understanding of the consumer. These benefits help managers to make
decisions and provide a basis for understanding the behaviour of consumers, to help legislators
and regulators to enact laws relating to the purchase and sale of goods, services, and
ultimately consumers to make better decisions. the analysis of consumer behaviour in areas
such as design, marketing mix, market segmentation and product positioning and
differentiate the necessary and vital.
Source:www.emeraldinsight.com/0007-070X.htm
A review on the paradoxical food buying behaviour of parents

There has been a change in family structure , the patterns of family eating and physical
activity have changed. The kids in todays families would rather spend time watching
television that engaging in physical activity. There has been an increase in marketing of high
energy food, drinks and they are easily available, furthermore the food labelling and consumer
information adds to it.
As part of larger exploratory study into attitudes and behaviour in relation to children's
vegetable consumption, three focus groups were conducted. Each focus group involved six
to eight mothers of children aged three to five from various socio-demographic backgrounds
and were conducted in three locations across the UK (north east and south east England and
Scotland). Age of the children was the major selection criteria for participants in this study as
mothers of pre-school age children tend to have primary responsibility for food purchase and
preparation decisions relating in the UK .
(a) Focus group study
Three focus groups were conducted, as part of larger exploratory study into attitudes and
behaviour in relation to children's vegetable consumption Each focus group involved six to
eight mothers of children aged three to five picked from various socio-demographic
backgrounds in order for accuracy in findings and were conducted in three locations across
the UK (north east and south east England and Scotland). Age of the children was the major
selection criteria for participants in this study as mothers of pre-school age children tend to
have primary responsibility for food purchase and preparation decisions relating in the UK
b) Projective technique study
Considering the aim of this study - to identify and explore the motivations of parents of
pre-school children in the purchase of both "healthy" and "unhealthy" food - the use of projective
techniques appears appropriate. An additional reason for the use of projective techniques in
this study is the issue of social desirability bias.

Conclusion

This paper has presented findings from two separate studies in the UK and Australia that
provide qualitative insights into the food decision choices of parents of pre-school children.
Taken together, the results of the two studies show that despite being aware
of what constitutes a "healthy" diet, parents regularly purchase and allow their children to
eat unhealthy foods. The desire to minimize stress and conict, both in the supermarket and at
mealtimes is connected to the eating habits as well. Interventions in widening the social
circles while taking into account the environment will have an effect as well on the eating
habits of children.
Source: International conference on Marketing- from information to decision -8th edition
2015

A Review on the paper of the Specific Characteristics of the Generation Y Consumer

Introduction
Heterogeneity is one of the most important traits of generations. In other words, the members
of each generation have unique wishes, experiences, expectancies, values, lifestyles, as well
as specific demographical characteristics that influence their whole life and of course their
consumption and purchase behavior . Given these facts, one of the biggest challenges, both
products and services marketing have faced over the past 25 years, is adopting the so-called
generational marketing trend, that refers to concentrating a company's marketing efforts
towards serving the needs and wants of each consumer generation (Segall, 2013). And since
among the generations Y is becoming one of the most powerful consumer segments in
history, it's believed to be very important for any marketer to achieve a deep understanding
of the millennials specific traits, values, attitudes, lifestyles and buying behavior.
Therefore the main objective of this paper is to outline, from a theoretical standpoint and
using secondary sources, all these special characteristics of generation Y and thus to provide
the marketing practitioner with the necessary knowledge base and tools to properly address
the needs, wants and expectations of the Y consumer.
Generation Y is seen in literature as a very complex construct. And although literature offers
us numerous studies and discussions regarding it, the specific behaviors and characteristics of
this generation have never been fully delineated . Yet, authors agree on one aspect, namely the
major event around which this generation is born and educated: the technological revolution
and the rise of the Internet and mobile devices. Given this reality, a first essential
characteristic of Generation Y arises: the emergence of the modern means of communication
is not a radical change from a previous lifestyle as it was for generation X, but a new lifestyle
itself .
The generation Y representatives have virtually grown up with technology, thus in their case
we can speak of a different type of interaction with peers and with information, as their
attitude towards technology is very particular compared to previous generations . While the
modern means of communication are perceived as useful but not essential by the so-called
Baby Boomers, or generation X representatives, the same cannot be said about the millennials
. They live, some researchers believe, in perfect
symbiosis with technology and it is as important to them as the clothes they wear or food they
eat

Conclusions
The sociology of generation reveals the fact that from the six so-called generational
cohorts alive today, Gen Y (1980 - 2000) is a fast growing segment of consumers which
exceed in both numbers and buying power, their parents' generation, Baby Boom. One fact
researchers agree upon, is that the defining historical event for this generation is the
technological revolution brought by the Internet and the wide spread of mobile devices. And
that's why the millennials most important characteristic is their symbiotic relationship with
technology.
Source:ISSN: 2249-7196 IJMRR/Dec. 2015/ Volume 5/Issue 12/Article No-2/1124-1133

A REVIEW OF A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

ORGANIZED RETAIL STORES IN ERODE DISTRICT, TAMIL NADU-INDIA
The purpose of this paper was to find out the consumer buying behaviour towards
organized retail stores in erode district. This would help to get the feedback
and understand the consumer perception, attitude and satisfaction at the retail stores.
Some of the consumers are not serious in their responses to the survey and as a result there
are some difficulties in reaching to the right conclusion
In todays competitive market, customer are the kings. They are the decision makers.
.Consumer dynamics in India is constantly changing and the retailers need to take note of this
and re-evaluate their strategies and plans in order to deliver value addition to the customer
place.
Young consumers demand quality in the products at a reasonable price. They are also
attracted towards entertainment and the organized retail outlets should make sure the
availability of branded products at a reasonable price and arrange for more entertainment
facilities to attract a large number of young consumers.
The organized retail stores should concentrate on the product
quality, loyalty, convenience, operational quality, price and promotion and provide their
CONCLUSION
Retail industry is the largest industry in India, providing employment to around 8 per cent of
the total work force and contributing 14 to 15 per cent of the countrys GDP. Retail industry
in India has experienced significant changes in the last decade. Speciality and discount stores
have been edging the department stores turf, with cost conscious and breadth-of-selection
strategies.
Consumers are concerned not only with the merchandise, physical surroundings,
promotional schemes and personal interaction but also with after sales services, entertainment
and security arrangements. So, organized retail outlets need to enhance product quality and
store convenience, and after sales services to improve customer satisfaction. Organized retail
outlets must assure quality and availability of new products and attractive
promotionalschemes, sufficient security arrangements and enhance consumer satisfaction.