directed . Consumers who are innerdirected tend to rely on their own inner values , belief and standards in assessing new information and products . Those who are other-directed tend to rely on others for guidance and direction in interpreting new information .
As such , the inner-directedness is a personality trait that is associated with consumer innovators . Since those who are inner directed tend to rely on their own inner standards when assessing new products , they are more likely to consider and adopt a new product early , so long as it meets their own expectations . Conversely , those who are other directed tend to wait for social proof , before adopting a new product . They want to see evidence of other people adopting , and using it for a while before they can be comfortable to buy the same .
Consequently , if you want to introduce new products to the market , you need to target those who have inner directed personality trait .
High Tolerance For Error
The third trait to consider is tolerance for error . This is a personality trait that refers to the aspect of a person ’ s willingness to take risks or tolerate mistakes or blunders . Some people tend to have a high tolerance for error , while others have a low tolerance for error . Those with low tolerance for error tend to avoid mistakes and are generally risk averse . On the opposite side of the continuum , are those with high tolerance for error , who are open to exploring new territory and welcome the risks that go with it .
In terms of behavioral tendencies , consumers with low tolerance for error are not willing to try new products , in case they make a mistake . They are more concerned about minimizing risk of poor choices , and prefer the tried and tested products . They are therefore less willing to buy new products . Those with high tolerance for error , are more willing to take risks and accept the possibility of a poor product choice because they are motivated by the need to seek opportunities to maximize satisfaction .
Therefore , if you are looking to introduce new products in the market , you need to target those with high tolerance for error , because they will be willing to take a risk with your new product .
High Need For Adventure
The fourth trait to consider is that of need for adventure . Some people prefer simple , calm and conservative lifestyle , while others enjoy a complex lifestyle marked by unusual experiences and exciting adventures . Consumers with high need for adventure value newness , and are more likely to seek out new products than consumers with low need for adventure .
Consequently , if you are looking to introduce a new product , you are better off focusing on those who have a high value for adventure , because they may be willing to go on adventure with your new product , regardless of the outcome .
In conclusion if you want to succeed in introducing new products in the market , you need to focus your marketing efforts on consumers with personality traits of consumer innovators . These are people who exhibit the traits of low dogmatism , inner-directedness , high tolerance for error and high need for adventure .
Dr . Catherine Ngahu is the founder and Chairman of SBO Research , a company with a service footprint in 23 countries in Africa . She can be reached at : CNgahu @ sboresearch . co . ke ; Search for ‘ Catherine Ngahu ’ to follow her on YouTube .
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