Identity is extensively characterized as one’s self idea and is built through mindfulness of what and what one’s identity is “like” and “dislike”. Social identification proof of oneself includes two identities: personal and social. Individual identity refers to a distinguishing proof of individual qualities, while social identity considers a collective identification of the group that the individual has a place with. Individuals try to upgrade the both identities by accepting behaviour that emphasizes their distinction; notwithstanding, independence that is socially complimented. Individuals try to improve the both identities by accepting behaviour that emphasizes their distinction; nonetheless, independence that is socially recognized. Consumers feel slanted to modify behaviour as per cultural guidelines, particularly inside conditions including high striking nature.