Report On Consumers’ need for uniqueness

United International University

Consumer Behavior
MKT-4101

Submitted to

Sarker Rafij Ahmed Ratan

Assistant Professor
School of Business and Economics
United International University
Submitted by

Name ID
Saifur Rahman Chowdhury 111 143 085
Mohammad Ahsan Habib
Nowshin Naina 111 151 237
Saifullah Saif
Shanta Dey

Section: D

Date of submission: 23th Dec, 2018

 Letter of Transmittal
23thDec, 2018

Sarker Rafij Ahmed Ratan

School of business and Economic
United International University

Subject: Permission to submit the report on “Measuring consumers’ need for uniqueness
perspectives on buying behavior.”

Sir,

We are too pleased to present you the report on measuring consumers’ need for uniqueness
perspectives on buying behavior.In this report, we conduct a survey to measure the uniqueness
that has influence on the purchase decision of the consumer. We have a questionnaire and we
collect data from both male and female consumers. We analysis the data and then we conclude a
finding.

This report will help the students to know about uniqueness of product and its influence on the
purchasing behavior of the customers. Students will have the clear idea about the survey on the
consumers’ need for uniqueness and the effect on the buying behavior.

Though we are in the learning curve, we have tried our level best to accomplish the report with
necessary information. We have tried all the possible steps to complete the report. We hope that
this report will fulfill the expectations. Thank you for your support. Without your inspiration this
report would have been an incomplete one.

In this circumstance, we hope that this report has met all the requirements you asked for and you
would be kind enough to grant this report.

On the behalf of,

Saifur Rahman Chowdhury

 Acknowledgement

We would start by thanking the Almighty Allah for all His blessing.

Firstly, we want to sincerely thank our course instructor Sarker Rafij Ahmed Ratan, United
International University, Business & Economic School, for giving his unending support and
providing the necessary help for the completion of the report. Without his help this report would
never be done.

Then we would like to thank our each and every member for their cooperation. This report is
established by the hard work of all the group members. This report helps us to gather a lot of
experience. This report teaches us how to work with team members, allocate the time properly,
distribute the tasks among the team members and provide the right job to right member.
 Table of Content

Topic Page
Executive
1
Summary……………………………………………………………………………............
Chapter-1
Introduction
Background of the study……………………………………………………………………. 3-4
Objective of the Study ……………………………………………………………………… 5
Scopes of the Study…………………………………………………………………………. 5
Limitations of the Study…………………………………………………………………...... 5
Chapter-2
Methodology
Methods of data collection and instruments used in data collection..………………………. 7
Chapter-3
9
Samples for the Study……………………………………………………………….............
Measurement ……………………………………………………………………………….. 9
Analysis of the Study……………………………………………………………………….. 10-16
Chapter-4
18
Findings …………………………………………………………………………………….
Conclusion……………………………………………………………………………...........
19
References
 Executive Summary

T
his report is based on measuring Consumers' need for uniqueness effect on consumer
purchase behavior. Consumers' need for uniqueness is defined as an individual's pursuit
of differentness relative to others that is achieved through the acquisition, utilization,
and disposition of consumer goods for the purpose of developing and enhancing one's personal
and social identity.This Consumers' need for uniqueness has an important influence on the
consumer buying process and behavior. Consumer buying behavior is the sum total of a
consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in
the marketplace when purchasing a product or service. The study of consumer behavior draws
upon social science disciplines of anthropology, psychology, sociology, and economics.
Consumers acquire and display material possessions for the purpose of feeling differentiated
from other people and, thus, are targeted with a variety of marketing stimuli that attempt to
enhance self-perceptions of uniqueness. This process is influenced by consumers’ need for
uniqueness

In this report, we conduct a survey to measure consumers’ need for uniqueness and identify the
purchasing behavior of them. There is a questionnaire to measure the brand personality. The
questionnaire is based on consumers’ need for uniqueness. We provide the data to the customers
both male and female. We collect data from the customers and analysis the brand personality.
We conclude a finding based on the feedback we get.

1
 Chapter 01
Introduction:

 Background of the study

 Objective of the Study

 Scopes of the Study

 Limitations of the Study

2
Background of the study
This report is based on the Measuring consumers’ need for uniqueness effect on consumer
purchase behavior. In this report, we will find a survey in the consumer buying behavior on the
basis of their need for uniqueness. We develop a questionnaire to conduct the survey. The
questionnaires are provided to the consumers both male and female and then collect the
feedback. On the basis of the feedback we analyze the data and find out consumers’ need for
uniqueness and their purchase decision.

According touniqueness theory, the need to see oneself as being different from other persons is
aroused and competes withother motives in situations in which they see themselves as highly
similar to others in their social environment that threaten the self-perceptionof uniqueness. This
type of people attempt to reclaim their self-esteem and reduce negative affect through self-
distinguishing behaviors.Different individuals evidence varying degreesof uniqueness
motivation. Because individuals may fulfilltheir desire to be unique in a variety of ways
throughpossession displays style of interpersonalinteraction, or thedomains of knowledge in
which they establish expertise they are likely to vary in their tendency tosatisfy their uniqueness
motivation through consumer behaviors and possessions.

Following from uniqueness theory, consumers’ need foruniqueness should reflect individual
differences in consumercounter conformity motivation—a motivation for differentiating the self
via consumer goods and the visual displayof these goods that involves the volitional or willful
pursuitof differentness relative to others as an end goal. Consumers’ need foruniqueness should
reflect both self-image and social imageenhancement processes. The effect on the individual is
ultimately dependent on the consumer good being a publiclyrecognized symbol.

Accordingly, consumers’ need for uniqueness is definedas the trait of pursuing differentness
relative to othersthrough the acquisition, utilization, and disposition of consumer goods for the
purpose of developing and enhancingone’s self-image and social image. Consumer goods
usedfor satisfying counterconformity motivations refer to product categories, brands, and
versions or styles.

3
Creative choice counter conformity reflects that the consumer seeks social differentness from
most others but that this consumer makesselections that are likely to be considered good choices
bythese others. Unpopularchoice counter conformity refers to the selection or use ofproducts and
brands that deviate from group norms and thus risk social disapproval. Breaking rules or customs
or challenging existing consumer norms risks social disapproval,including evaluations that one
exhibits poor taste. However, similar to the dimension of creative choice counter conformity,
unpopular counter conformity may also result in an enhanced self-image and social image.

Consumers’ need for uniqueness is avoiding similarity that refers to the loss of interest in, or
discontinued use of, possessions reestablish one’s differentness. Because those individuals who
possess a high need for consumer uniqueness should monitor others’ ownership of goods in
product categories where replacement is expected, avoiding similarity also refers to devaluing
and avoiding the purchase of products or brands that are perceived to be commonplace.
Disposition and discontinued product use or purchase to avoid similarity to others occurs
because consumers’ success in creating distinctive self images and social images is often short
lived. It should be noted that changing from an initially preferred choice to a new one in order to
avoid similarity is a criterion for distinguishing counter conformity from other motivations that
incidentally result in being different.

Now,Consumers’ need for uniquenesscan successfully developed through a carefully planned

and panned out long-term marketing strategy. It consider as competitive advantage which
involves activities like advertising, customer need identification, pricing, understanding evolving
market dynamics and subsequent product or service offering modifications. No wonder today,
multinational companies and business firms are investing millions and billions of dollars in
advertising and other forms of marketing communications, so as to be able to implement a pull
strategy.

With time a more detailed Consumers’ need for uniqueness evolved to understand the
requirements of consumer behavior.

Objective of the Study

4
  Improve knowledge on Consumers’ need for uniqueness effect on consumer purchase
behavior.
 Gather the information about customer needs and motives that affect the purchasing
behavior of the consumer.
 Identify the different aspects of consumer choice.
 Conduct survey on Consumers’ need for uniquenessto measure the effect on consumer
purchase behavior.
 Analysis the data and provide findings.

Scopes of the Study

 Increase knowledge about Consumers’ need for uniquenessand its effect on the purchase
behavior of the consumer.
 The students will get the benefits from this report by knowing the Consumers’ need for
uniqueness.
 Have clear idea about the analysis and data collection and the get findings.

Limitations of the Study

 The report is developed in a very short time period.

 Unable to cover all the sectors of Consumers’ need for uniqueness.
 Unable to collect all the information regarding the Consumers’ need for uniqueness.
 Lack of skill and experience.

5
 Chapter 02

Methodology:
 Methods of data collection and instruments used in data
collection

6
The questionnaire is specially developed to identify thebrand personality effect on consumer
purchase behavior. The questionnaire is developed with help of different books and mainly
internet. The questions are provided to customers and then we collect the feedback from them.

 Primary Source:

The data is collected from the customers both male and female. We have to take some of their
time and collect the answer through a Google form. The data is collected from thirty customers.

 Secondary Source:

We collect other information from different books, internet, previous records, websites etc.

7
 Chapter 03

 Samples for the Study

 Measurement
 Analysis of the Study

8
Samples for the Study:

Sample of the study includes how many sample size we take while doing this survey. We took 54
samples for this study.

Measurement:

We are measuring consumers’ need for uniqueness effect on consumer purchase behavior. Those
are- Brand consciousnesses, Perceive quality, Emotional value, and Perceived Product Price.
Those four factors are also evaluated by some questions.

 I like to represent myself in different way.

 I don’t like being called an average person.

 I have tended to collect unusual products.
 I purchase exceptional product as a way of telling people I’m different
 I take risk to try exceptional product.
 I have sometimes dared to be different in ways that others are likely to disapprove.
 I have sometimes purchased unusual products or brands as a way to create a more distinctive
personal image.
 As far as I’m concerned, when it comes to the products I buy and the situations in which I use
them, custom and rules are made to be broken.
 When products or brands I like become extremely popular, I lose interest in them.
 I sometimes look for one-of-a-kind products or brands so that I create a style that is all my own.
 I avoid products or brands that have already been accepted and purchased by the average
consumer.

 I am influenced by uncommon, surprising, distinctive and notable feature of product or brand.

 When I purchase the product, I would prefer customized product.
To measure all those variables we use questionnaire methods on 5 point rating scale. Where 1
indicates highly disagree, 2 indicates disagree, 3 indicates neutral, 4 indicates agree & 5 indicates
strongly agree. So with those rating scale we tried to measure consumers’ need for uniqueness
effect on consumer purchase behavior.

Analysis of the Study

9
We chose 54 participants where 55.7%
are male and 44.4% are female.

The average uniqueness score of total

respondents measuring consumer need for uniqueness perspectives on buying behavior is
3.35994. In the likert scale 3 resembles ‘Neutral’. So it represents that maximum of the
respondents are neutral in this survey

The question responses are given below:

10
In this section we asked the respondents if they like to represent themselves in different way.
Here 38.9% respondents were strongly agreed and 40.7% were agreed. This means they like to
represent themselves in different way.

In this section we asked the respondents if they are influenced by uncommon, surprising,
distinctive and notable feature of product or brand. Here 37% respondents were ‘agree’ and
25.9% were ‘neutral’, 20.4% were ‘strongly agree’ which means most of them are influenced by
uncommon, distinctive, surprising and notable feature of brand and product.

11
In this section 38.9% respondents strongly agreed that they don’t like being called an average
person and 33/3% were neutral, 22.2% agreed, which means most of them don’t like being called
an average person.

In this section we asked the respondents if they prefer customized product while purchase the
product. 42.6% respondents agreed and 20.4% strongly agreed, 24.1% were neutral, which
means that most of them would prefer customized product while purchasing a product.

12
In this section we can see that 29.6% are ‘agree’ 25.9% are ‘disagree’ 24.4% are neutral, which
represents that there are not so difference between these respondents. They equally have
tendency to collect unusual products some of them don’t.

In this section, 38.9% respondents are neutral with the fact that they take risk to try exceptional
product and 25.9% agreed which means they may buy exceptional products or may not.

13
In this section 33.3|% were neutral with the fact that they purchase exceptional product as a way
of telling people that they are different. This means they may buy or they may not and 16.7% and
16.7% were ageed and strongly agreed.

In this section we asked the respondents if they have sometimes dared to be different in ways
that others likely to disapprove. 33.3% were neutral which means they are neither agreed nor

14
disagreed. Whereas 24.1% were agreed and 16.7% were strongly agreed. This means that they
have sometimes dared to be different in ways.

In this section 38.9% were neutral with the fact that as far as they are concerned, when it comes
to the products they buy and the situations in which they use them, custom and rules are made to
be broken. Whereas 15 respondents were agreed and 13 respondents were disagreed.

In this section 27.8% were strongly agreed and 33.3% were agreed that they sometimes look for
one of a kind products or brands so that they create a style that is all their own. This means most
of the respondents agreed with the fact that they like to be unique.

15
In this section we found that 31.5% were agreed, 27.8% were neutral and 24.1% were disagreed
and 11.1% were agreed. This means that most of the respondents avoid products or brands that
have already been purchased by the average consumer.

Chapter 04

 Findings
 Conclusion
16
 References

17
Findings:

According to the analysis, People choose those brands who understand their customers, who
create value to their customers also follow unique selling proposition.

The primary goal of this research was to develop and validate a measure of individual
differences in the desire for unique consumer products.

We found that Consumers like to represent themselves in different way from average person.
From the uniqueness measurement, Most of the consumer is influenced by uncommon,
surprising, distinctive and notable feature of product or brand. Someof them have tended to
collect unusual products or exceptional product to create a more distinctive personal image.
Sometimes consumer dared to be different in ways that others are likely to disapprove. They
choose prefer customized product because those brands become extremely popular, they would
lose interest in them.Marketing strategy will be successful by creating unique services to their
customers using consumers’ need for uniqueness.

So we can easily say that consumers’ need for uniqueness influence consumer purchase behavior
that will increase the value to customer.By considering those strengths of each brands
consumer choose to purchase their product easily. According to survey result, average
Uniqueness score was 3.36 which indicates consumer can buy or not to buy the products.

18
Conclusion:

From this study we come to know consumers’ need for uniqueness influence consumer purchase
behavior. The questionnaire is based on the need for uniqueness of the customers. From the
questionnaire we identify the demand for uniqueness of the customers. We can find that there are
a lot of customers who are tended to breakcustom and rules to create a more distinctive personal
image who want perfect product for them. Customers also want very products that can increase
their excitement. Customers also demand products that can make them look different. Customers
want products that are very much exceptional to others. Consumers’ need for uniqueness traits
have a very strong influence on choosing unique and different brands or product.

References:
 Wikipedia (www.wikipedia.com)
 CiteSeerX(www.CiteSeerX.com)
 Business Dictionary(www.businessdictionary.com)
 GSM Arena(www.gsmarena.com)

19
Questionnaire:

Survey on Brand Personality

Name:
Gender:
Female Male

You Have to Rank each of your statement from 1 to 5. In this process 1 indicates "Highly
Disagree", 2 "Disagree", 3 "Neutral", 4 "Agree" and 5 "Highly Agree".

SL Statement 1 2 3 4 5

1 I like to represent myself in different way.

2 I don’t like being called an average person.
3 I have tended to collect unusual products.
4 I purchase exceptional product as a way of telling people I’m different

5 I take risk to try exceptional product.

6 I have sometimes dared to be different in ways that others are likely to
disapprove.
7 I have sometimes purchased unusual products or brands as a way to
create a more distinctive personal image.
8 As far as I’m concerned, when it comes to the products I buy and the
situations in which I use them, custom and rules are made to be
broken.
9 When products or brands I like become extremely popular, I lose
interest in them.
10 I sometimes look for one-of-a-kind products or brands so that I create
a style that is all my own.
11 I avoid products or brands that have already been accepted and
purchased by the average consumer.
12 I am influenced by uncommon, surprising, distinctive and notable
feature of product or brand.
13 When I purchase the product, I would prefer customized product.

20