An Examination of Response of Consumers with Different Levels of Uniqueness to Limited Quantity Offers

Abstract

includes research articles that focus on the analysis and resolution of managerial and academic issues based on analytical and empirical or case researchMarketers try to influence consumers through promotional offers by restricting availability of products to a limited number of customers, a limited time period, or a specific segment, thereby creating a perception of scarcity. Such promotional appeal of making a product or offer scarce is called as scarcity appeal.Literature suggests that people with high need for uniqueness (NFU) prefer scarce products, or at least products which are depleting fast. However, the relationship between scarcity of offers and the NFU has not been much explored.The objective of this research is to understand how consumers with different levels of uniqueness respond to the scarcity appeal offer, especially with discount. Hypotheses relate to variability of purchase intent and attitude towards the product due to scarcity versus no-scarcity sales promotion appeals and by consumers with high and low needs for uniqueness. Proposed hypotheses were tested using 2 × 2 between-subjects factorial design. Quantity scarcity and no-scarcity appeals were manipulated using pre-tested and validated scenarios. Product used in the scenarios (laptop) was identified through an iterative process of seeking inputs from respondents with demographic profile similar to those in the final sample. Consumers' need for uniqueness (CNFU) purchase intention, and attitude towards product were measured using scales that were pre-tested and validated using accepted protocols.On testing the formulated hypotheses using experimental design, it was found that:• Consumers respond more favourably to quantity scarcity appeal offer when compared with no-scarcity appeal offer.• Consumers with higher NFU indicate higher purchase intention in a no-scarcity appeal situation when compared with those with low NFU.• There is no statistically significant difference in purchase intention of consumers with high and low needs for uniqueness in a situation of scarcity appeal messaging.

The impact of co-structure of capital, profitability and corporate growth opportunities on stock exchange in Indonesia

“…The more unique the company's product, the more the consumer put interest on it, so it will increase sales and finally will increase profitability. This research result supports the study conducted by Cheema and Kaikati (2010) and Soni and Koshy (2016), who find the uniqueness of a product will increase purchase intention.…”

“…The more unique a product, the more consumer put interest in it to increase the possibility to buy it (Cheema and Kaikati, 2010). A consumer with a high need for uniqueness tends to increase purchase intention (Soni and Koshy, 2016). This means a unique product will increase consumer's intention to buy.…”

The effect of capital structure on profitability and stock returns

“…Meanwhile, a research conducted by Cheema and Kaikati (2010) found that the more unique a product is, it will be more demanded by consumers and as a result, purchase experiences an increase. Consumers who have high need for uniqueness will increase their purchase intention (Soni and Koshy, 2016). This means uniqueness has a positive effect on profitability.…”

Advertising with scarcity messages and attitudes for luxury skin-care products

“…However, when comparing consumers by personal control, those with low personal control had greater intention to purchase when exposed to the low-stock scarcity message while those with high personal control had no intentions to purchase when exposed to the low-stock scarcity message (Lee et al, 2018). A study with print advertisements for laptops found that a low-stock scarcity message was associated with greater positive attitudes and greater purchase intention than an advertisement with no lowstock scarcity message (Soni and Koshy, 2016). A survey of consumers about limitedquantity electronic games found that perceived scarcity was positively associated with perceived uniqueness and perceived quality which was then positively associated with perceived value.…”

“…, 2018). A study with print advertisements for laptops found that a low-stock scarcity message was associated with greater positive attitudes and greater purchase intention than an advertisement with no low-stock scarcity message (Soni and Koshy, 2016). A survey of consumers about limited-quantity electronic games found that perceived scarcity was positively associated with perceived uniqueness and perceived quality which was then positively associated with perceived value.…”