Who am I Determinants of young consumer need for uniqueness in India

Abstract

Consumer need for uniqueness (CNFU) is a popular construct among western societies. The construct has been tested under different conditions and has been found useful. In this paper, our main aim is to understand different personality traits of young consumers and how it affects their buying behaviour. In order to measure the proposed hypothesised model, structural equation modelling was applied in the primary dataset consisting of young participants (13-19 years) from Delhi (National Capital Region). Specifically, creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity were used as the dependent variables in the study. It was found that market maven was significant and positively associated with all three forms of CNFU. Peer group influence was also found to have positive impact on avoidance of similarity and unpopular choice. Role model was not found to be associated with ones peer group influence. However creative choice and unpopular choice counter-conformity was found to be positively associated with one's role model. The study has implications on multinational corporations (especially from cosmetics, fashion, health and luxury industry) targeting young consumers. Limitations and directions for future research have also been discussed.