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1. Consumer Innovativeness
Presented By:
Sandeep Gunjan
Varun Rai
Vijay Mor
Nitin Rathi

2. Consumer innovators: personality
traits
• Consumer innovativeness
• Dogmatism
• Social character
• Need for uniqueness
• Optimum stimulation level
• Sensation seeking
• Variety or novelty seeking

3. 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

6. Dogmatism
Degree of rigidity towards unknown(,unfamiliar product
or information that is contrary to his or her own
established beliefs.
low
Consumer low in dogmatism (open minded) are more
likely to prefer innovative products to established one.
High
Consumer in high dogmatism are more accepting of
authority based ads for new products or services that
contain an appeal from authoritve figure

7. Consumer with low
dogmatism are ready to
use new product

9. Social character
Inner direct vs other direct
Inner 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.

11. Need for uniqueness
Traditionalism or conventionality is avoidable:
High
These people avoid conformity ,seeks to be
unique.

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

15. 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

16. Variety or novelty seeking
variety 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 ,chocolates
Vicarious 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 bikes
Use innovativeness(e.g. where the consumer uses an already
adopted product In anew or novel way) e.g. sneakers