Creative Commons

This dissertation was written as part of the MSc in Management at the International Hellenic University. The study tries to give insight into the human beings, exploring the internal influences that have a great impact on their buying behavior and later into the external environment which urges individuals to particular behaviors. Clearly, before analyzing specific attitudes and actions, we need to identify the forces that determine consumer behavior. The research borrows concepts from the domains of psychology and sociology. The first part of the paper is dedicated to the internal influences of consumer behavior. Individuality brings to light several concepts that affect purchasing behavior. Psychological, affective and social consumer characteristics are analyzed, as they influence considerably certain behaviors. At this part of the text, the author attaches great importance of the marketing perspective during the analysis. It is essential for marketers to understand perfectly consumer inner forces that form their behaviors, to ensure an effective marketing strategy. Modern societies undoubtedly conform with the technological development, giving the opportunity to marketing specialists to identify, analyze and outline strategies in favor of the products. The concept of compulsive buying is an addictive, repetitive behavior that affects individuals for several reasons. At the second part of the paper, the author attempts to analyze the factors responsible for compulsive buying tendencies among individuals and points out theories that explain the phenomenon. The last part of the paper, gives evidence to the bibliography by the presentation of the results of a questionnaire. Findings and conclusions support the theoretical framework and the bibliography of the text.