CONSUMIDORES NECESSITAM DE EXCLUSIVIDADE? ANáLISE A PARTIR DE CONSUMIDORES SINGLES

One of the factors that influence consumer behavior is the search of uniqueness, the measurement of this behavior has been done using the scale called consumers' need for uniqueness - CNFU (TIAN; BEARDEN; HUNTER, 2001). Therefore, this study presents two complementaryobjectives. First we try to adapt and validate the scale consumer need for uniqueness - CNFU among Brazilian consumers. Later, we seek to relate consumers’ need for uniqueness with the consumption behavior of consumer the live alone - singles. This approach is motivated by the presupposition that these consumers havestrong uniqueness behavior. For empirical validation of the model we collected 210 questionnaires with singles in the metropolitan area ofPorto Alegre – Brazil. Results provide a new scale adapted to measure the need for uniqueness in a singular group of consumers. Then, the three hypotheses relating CNFU with singles’ consumer behavior have been validated. Finally, it is understood that singles' consumers analyzed demonstrate to seek uniqueness in their purchasing decisions.