Analysis of Buying Behavior to Identify Compulsive Buyers Among University Students at ITSON Navojoa.

Abstract

This research examines the influence of psychological and social factors on compulsive buying behavior among students at the Instituto Tecnológico de Sonora (ITSON). Using a quantitative methodology, a structured questionnaire was administered to 239 students to assess the impact of digital marketing and social pressures on their purchasing habits. The findings indicate a significant correlation between the frequency of exposure to marketing campaigns and an increase in compulsive buying. This relationship highlights how marketing strategies tailored to social media particularly enhance impulsive purchases. The study concludes with a call for the implementation of educational programs aimed at promoting responsible and conscious consumption practices among youth to mitigate the adverse effects of impulsive consumerism.