Innovative Trends in Impulsive Buying Behaviour & Visual Merchantising in Retail Sector

Abstract

This study tries to explore the mediating role of brand preference between consumer materialism and compulsive buying behaviour in Indian adolescents. The research data were collected by using questionnaire survey from 281 Indian adolescents. Structural equation modelling was used to examine the mediating role of brand preference.The major finding of this study is that brand preference partially mediates the relationship between consumer materialism on compulsive buying. The study suggests useful implications for the professionals. Limitations of the present study and the future research directions are also discussed.