Consumer Innovativeness

Presented By:Sandeep Gunjan

Varun RaiVijay Mor

Nitin Rathi

Consumer innovators: personality traits

• Consumer innovativeness• Dogmatism• Social character• Need for uniqueness• Optimum stimulation level• Sensation seeking• Variety or novelty seeking

Consumer innovativeness

The degree consumers are willing to adopt new product ,new services or new practices

• With high Consumer innovativeness willingness to adopt change : These consumers often crucial for success of new product

Dogmatism

Degree of rigidity towards unknown(,unfamiliar product or information that is contrary to his or her own established beliefs.

lowConsumer low in dogmatism (open minded) are more likely to prefer innovative products to established one.HighConsumer in high dogmatism are more accepting of authority based ads for new products or services that contain an appeal from authoritve figure

Consumer with low dogmatism are ready to use new product

Social characterInner direct vs other directInner direct:Consumer tend to rely on their own “inner” values or standards in evaluating new products and are innovators. They also prefer ads stressing product features and personal benefits.Other –directed Consumer tends to look to others for direction and are not innovators . They prefer ads that features social environment and social acceptance.

Need for uniqueness

Traditionalism or conventionality is avoidable:

HighThese people avoid conformity ,seeks to be unique.

Sensation seeking

Risk taking for the shake of sensational experience or willing to take physical and social risk for the sake of such experience

Optimum stimulation level

Person with high OSLs• Willing to take risk , to try new products, to be innovative to

seek purchase-related information and to accept new retail facility

• Eg; innovators are people with high OSLs: thus innovators are always willing to try out new products and services and seeks information about various product before purchasing

Person with low OSLs• Do not feel the need to try out new products.• People seeking for less innovativeness

Variety or novelty seekingvariety is the spice of life

There appear to be many different type of variety seeking:- Exploratory purchase behavior:- (e.g. switching brands to experience new and possibly better alternatives),such as shampoos ,chocolatesVicarious exploration(E.g. where consumers secure information about a new different alternatives and then contemplates or even daydreams about the option) such as sports car ,modified bikesUse innovativeness(e.g. where the consumer uses an already adopted product In anew or novel way) e.g. sneakers