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Consumer Behaviour Case Study

Case Title:

Indian Consumers: Shopaholics By Chance, Dealaholics By Choice? (A): An Exercise

Publication Year : 2010

Authors: Kumar Gambhiraopet and T.Prashanth Vidya Sagar under the guidance of Dr.Nagendra V Chowdary

Industry: Services


Case Code: CSB0030

Teaching Note: Available

Structured Assignment: Not Available

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Developed for Consumer Behaviour course, the premise of this case study is to understand the difference between shopaholics and dealaholics through five illustrations featured in the exercise. Why do deals cast spell on the consumers? What does it take the consumers to become shopaholics and dealaholics – The buying behaviour or the irresistible deals? Or shall we blame it on the changing lifestyles?

The illustrations in the case study are devised in order to figure out the typical Indian consumer’s reactions towards various price deals and price bundles. The exercise also focuses on the buying behaviour of the Indian consumers in the backdrop of impulsive and compulsive buying motives. It provides sizeable base to derive conclusions in establishing the circularity of relationship between price deals, impulsive buying behaviour and compulsive buying behaviour and challenges the assumption whether these behavioural patterns interchange over a period of time? Or which behaviour outcasts which one?

Pedagogical Objectives:

  • To understand the differences between shopaholics and dealaholics and analyse the implications of each of these consumer categories
  • To analyse how a typical Indian consumer would respond to price deals and debate on the role of deals (price bundles, product bundles, discounts, etc.) in shaping the consumer behaviour
  • To understand the differences between impulsive and compulsive buying behaviour and examine if there is any circularity of relationship between price deals, impulsive buying behaviour and compulsive buying behaviour (shopaholism).

Keywords : Consumer Behavior, Retailing, Shopaholics, Dealaholics, Impulsive Vs Compulsive Buying Behavior, Indian Consumers' Behavior, Indian Retailing, Discounts, Price Deals, Freebies, Value, Value Retailing, Price Bundles, Product Bundles, Anchoring Bias, Price Discounts, Marketing Mix, Buyer Behavior towards Deals


  • Introduction
  • Assignment Questions:

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