Four Levels of Shopping Behaviour Unveiled

With the holiday season in full swing, markets are thronged by shoppers of various kinds, which can be classified into: normal, neurotic, primitive and psychotic, says an economist.

According to the National Retail Federation, more than 172 million shoppers hit the stores on Black Friday weekend this year - up from 147 million in 2007.

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Dr. Paul Albanese, Kent State University associate professor of marketing and author of "The Personality Continuum and Consumer Behaviour," has been closely watching shopping trends this holiday season.

After examining the shopping behaviour Albanese classified it into four levels of personality development: normal, neurotic, primitive and psychotic.

"Normal consumers spend less than they earn and save for future purchases they cannot afford in the present, while neurotic shoppers spend an excessive amount of time shopping, often not buying anything," said Albanese.

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Also, he said that compulsive buyers engage in repetitive buying binges and fall within the primitive personality type.

On the other hand, psychotic personalities go overboard in spectacular spending sprees usually resulting in serious financial and legal problems.

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Source-ANI
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