others will think about their purchase of a new product , particularly in the case of products that are consumed in the open such as mobile phones , cars , clothing and accessories . If such a product is new to the market , its introduction strategy will require keen focus on innovative consumers .
The people , who are willing to buy new products immediately they hit the market , are generally referred to as consumer innovators and early adopters . They are usually opinion leaders , and others tend to look up to them in their communities . These people have certain personality traits that make them more open to new experiences than the average person .
An interesting thing about many consumers who are early to adopt new products , is that when they buy and like a new product , they will go around telling others about this exciting product they found . They are the kind of people who always tell you about the new restaurant , new pub , the new garage , the new showroom , salon or even where there is a new boutique in town . They frequently share product information on social media . Their friends tend to rely on them to find out where things are happening , whether it is interesting events , or new items in the market .
These individuals are valued in the marketing process because apart from buying new products , many play an
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 .
A key factor that impacts new product adoption is Consumer Personality . In addition to conducting consumer research , developing the right product , placing it in the right channels , setting a good entry price , and communicating effectively , it ’ s important for marketers to consider the role personality plays in consumer acceptance of new products .
important role by introducing new products to their social circles . They do this by spreading positive word of mouth advertising about the new product , showing it around , and even openly promoting it to other customers . They are recognized by their social circles as the ones who are always spotting the latest trends .
Even in these days of social distancing and wearing masks , they are the first to know the new Covid-19 protocols , curfew hours , and where to buy new stuff , including interesting mask designs . Many marketers recognize that one person cannot be an innovator for all categories of products . This means that you need to find those consumers who are relevant for your type of product or service .
Consumer personality is an important indicator of innovative behavior tendencies . Personality refers to the inner psychological characteristics that determine how we respond to situations . Personality is seen in the specific attributes , traits and mannerisms that distinguish one person from another .
Trait theory is one of the most popular ways used to distinguish between the innovative and non-innovative personalities . The proponents of trait theory are interested in measurement of traits . They base their assessment on people ’ s unique and enduring personality traits . These are defined as habitual patterns of feeling , thought and behavior . Based on various traits , customers can be classified according to whether they have innovative tendencies or not , in order to determine their likelihood or willingness to buy new products early , upon introduction . Below are four specific Personality Traits that are associated with consumer innovativeness or openness to adopt new products .
Low Dogmatism
Marketers of new products seek out customers who are low on dogmatism trait . Dogmatism is a personality trait that describes the amount of rigidity a person exhibits towards new and unfamiliar information or products . The level of dogmatism is assessed along a continuum , placing some people on each end of the scale . Those who exhibit high dogmatism tend to be uncomfortable with change and have low tolerance for ambiguity . They are therefore unlikely to buy new products .
Customers with low dogmatism are open to new ideas and have a high tolerance for ambiguity , making them suitable candidates for new product introduction . Those with low dogmatism are considered likely to buy new and innovative products . They are willing and ready to replace the old and established products with new alternatives while those with high dogmatism , want to stick to the familiar or traditional .
Consequently , if you are looking to introduce new products to the market you need to target those who are less dogmatic or those who are low on the trait of dogmatism .
Inner-Directedness
Marketers of new products seek out customers who are inner-directed in personality . The personality trait of inner-directedness vs other-directedness , gauges the extent to which an individual is directed internally or externally in their decision-making processes . Some people are inner directed while others are other
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