Retail Therapy: A Study on Consumer Behavior in Women

Abstract

Retail therapy refers to shopping to alleviate negative moods. This phenomenon is more than just a shopping journey and taps into the realm of psychological distress and emotional well-being. However, this study examines the two major functions of retail therapy, impulsive and compulsive shopping. The study aimed to explore the aspect of female consumerism by establishing a relationship between impulsive and compulsive buying. The data was collected from 38 women in the 19-45 age group. Standardized scales were used to measure the variables. The study revealed the impact of impulse shopping, when excessive, transforms into compulsive shopping. This behavior often gives birth to several undiscovered vulnerabilities that not only influence their immediate well-being but also have long-term consequences. However, dealing with compulsive shopping requires a multifaceted approach. Consumers can recognize triggers around them and consider mindful consumption, they could also set clear budgeting goals.