Need for uniqueness is a human motivation which is expressed in many ways, one of them being in the consumer domain. It is a universal trait that most people have in various degrees. Some express their uniqueness in socially approved ways such as procuring and consuming consumer goods. Others express it outside socially approved boundaries. Adolescents are a significant consumer segment and express their individuality in many consumer specific areas. Decision making among adolescents have many aspects and their decision-making is not as mature as that of an adult. However, the need for uniqueness is one strong factor in this decision making process. This exploratory study looks at the need for uniqueness and its expression as consumer need for uniqueness in the market place among adolescents in India and the relevant drivers, divided into intrinsic and extrinsic antecedents. Research into this area will have important implications for marketers who target a sizeable 20% of the Indian market comprising of adolescents. The article also points towards pertinent research areas for the future, most important of which is the empirical validation of the propositions presented here.
