IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v24y2021i3p368-385.html
   My bibliography  Save this article

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

Author

Listed:
  • Vineet Gupta
  • Gaurav Gupta

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.

Suggested Citation

  • Vineet Gupta & Gaurav Gupta, 2021. "Who am I? Determinants of young consumer need for uniqueness in India," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 24(3), pages 368-385.
    • Handle: RePEc:ids:ijicbm:v:24:y:2021:i:3:p:368-385
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=119739
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:24:y:2021:i:3:p:368-385. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.