EL CONSUMIDOR COMPULSIVO EN LA CIUDAD DE MÉXICO, DESDE UN ENFOQUE DE MERCADOTECNIA DE LA SALUD

Resumen

The consumer’s purchasing behavior is a natural process to satisfy needs and desires, however, at any given moment the behavior can be transformed into a pattern of compulsive buying, and when a wild, irrational or pathological purchase occurs, the responsibility of guiding the marketing practice to the social field arises. This quantitative-explanatory study aimed to determine levels of compulsive buying according to the structure of the measuring scales proposed by Ridgway, Kular & Monroe (Ridgway, 2008) and Edwards (Edwards, 1992), it included 1,385 participants residents in the metropolitan area of Mexico City, 60.1% women and 39.9% men, the results show that in spite the interviewed population stated they are not focused on buying, characteristics of compulsive buyers were observed in the study.