The influence of materialistic values and hedonic values on compulsive buying behaviour: Study on Pakistani shoppers

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Author
Kiani, Maryam Iqbal
Date
2020Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
The following study is aimed at examination and analysis of the influence of hedonic and
materialistic values on compulsive buying behaviour among Pakistani shoppers. The study
has followed a mixed design for research combining both qualitative and quantitative methods.
The data has been collected through primary and secondary means but the core focus has been
primary data for purpose of analysis and presentation of results. Furthermore, the study is a
causal study which is cross-sectional conducted through survey questionnaire and interviews
as part of mixed design. 200 subjects have been selected for questionnaire while 100 interviews
have been conducted from shoppers in Pakistan through simple random and stratified sampling
respectively. Data is analysed through SPSS using reliability, frequency, correlation and
regression analysis while qualitative data is analysed through thematic analysis. The results
revealed that influence of hedonic and materialistic values on compulsive buying behaviour is
significant through quantitative analysis and qualitative analysis revealed that hedonic and
materialistic values are major influencers for compulsive buying behaviour because people that
tend to adopt these behaviour are either triggered by hedonic values that are related to internal
satisfaction, culture or pleasure seeking or either by materialistic values such as possession of
wealth, possessions of materialistic and valuable items, societal image or societal status.
Description
PhD Thesis - School of Management
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