Report on-

The study of consumer innovativeness

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 United International University

Course Title: Consumer Behavior

Course Code:MKT 4101

Sec: G

Submitted To:
SarkerRafij Ahmed Ratan(SRA)
Assistant Professor 
School of business and Economics (SOBE)

Submitted By:
Serial No. Name ID
1 Robiul Khan 111-142-176
2 ImdadulHaqueTuhin 111-151-003
3 Aditya Islam 111-151-247
4 Mohammad NazmulHasan 111-151-327
5 Nazmus Saadat Hasib 111-151-344

Submission Date:

May 15, 2018.

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 Letter of Transmittal

To
SarkerRafij Ahmed Ratan(SRA)
Assistant Professor 
School of Business and Economics
United International University

Subject:Study the consumer innovativeness.

Dear Sir,
This is to inform you that we have completed the report that you had assigned us for the course
MKT 4101:Consumer Behavior. For the report, we were working on the study of consumer
innovativeness.

In writing this report, we have followed the instructions that you have given us in the class, and
we have also applied relevant concepts that we have learnt throughout our course. We have
defied our core competencies, strategies in different level. The contents provided in this report
are all our own which were gathered by survey report and taking information from different
sources to facilitate our report.However, we will be glad to clarify any discrepancy that may
arise. Finally, we would love to express our gratitude for your supportive thoughts and kind
consideration in and outside of the class.

Yours sincerely,

ImdadulHaqueTuhin

ID: 111-151-003
Department: BBA
On behalf of members of the group

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 Acknowledgement
At first we would like to place our gratitude to the Almighty Allah the most gracious and
merciful for enabling us to perform the job rightly and prepare the report successfully with full
endeavor.The Success and final outcome of these report required a lot of guidance and assistance
from many people and we are extremely fortunate to have got this all along the completion of
our report work. Whatever we have done is only due to such guidance and assistance and we
would not forget to thank them.

We would also like to thank our honorable teacher SarkerRafij AhmedRatan(SRA), Assistant
Professor, School of business and economics, United International University, for his proper
guidance and careful supervision. He has indebted us with her flawless advices and support.

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 Executive Summary
Consumer innovativeness refers to how receptive a person is to new consumer related
experiences. It often interlinks with consumer’s need for stimulation, novelty seeking, and the
need for uniqueness. Identifying innovative group of consumers is important to marketers, as
they can take their initiative accordingly.Hereby, to determine whether any particular consumer
has innovativeness in his or her traits or not, there are ways to measure that. A general consumer
innovativeness measurement scale is used to acquire the in general idea about that consumer,
though there is an alternative and more specific way to measure it based on product criteria,
which is called domain-specific measurement scale.For instance, under a general measurement
scale, if consumers agree with statement such as, they are not afraid of giving it a try when they
see a new brand on the shelf, indicates the consumers are willing to innovate and receptive of
new products. In domain specific measurement scale, consumers show their willingness to
purchase product of that category specifically. Moreover, consumer innovativeness perspectives
have legitimate significance to marketers as well as to marketing students for better
understanding about the consumers’ behavior.

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Table of Contents:
Letter of Transmittal....................................................................................................................iii
Acknowledgement.........................................................................................................................iv
Executive Summary.......................................................................................................................v
1. Introduction................................................................................................................................1
1.1 Methodology of the Research..............................................................................................1
1.2 Objectives of the Report......................................................................................................3
1.3 Limitations of the report.....................................................................................................3
2. Consumer Innovativeness Measurement Scales: Definition..................................................3
2.1 General Consumer Innovativeness :..................................................................................3
2.2 Domain-specific consumer innovativeness.........................................................................4
3. Consumer Innovativeness Measurement Scales: Brief Analyses..........................................4
3.1. General Innovativeness Scale.............................................................................................4
Statement 1:............................................................................................................................4
Statement 2:............................................................................................................................5
Statement 3:............................................................................................................................7
Statement 4:............................................................................................................................8
Statement 5:............................................................................................................................9
"When I see a new brand on the shelf, I’m not afraid of giving it a try."........................9
3.2. Domain-Specific Scale.......................................................................................................10
Statement 1:..........................................................................................................................10
Statement 2:..........................................................................................................................11
Statement 3::.........................................................................................................................12
Statement 4:..........................................................................................................................13
Statement 5:..........................................................................................................................14
Conclusion:...................................................................................................................................15

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 1. Introduction

If someone wonders about how to measure consumer innovativeness, well, there are two
alternative scales to measure that; where the first scale measure the general innovativeness of
consumers and second one is to measure a more specific, product based consumer
innovativeness level, known as Domain-Specific scale.

In this report, we are going to present these two scales one after another, and we will divide 10
statements in total, containing 5 statements in each scale.

First, we want to determine the General consumer innovativeness of our sample group of 40
respondents, where males and females were in the same ratio, 50:50, meaning 20 males and 20
female respondents.

Then, at the second stage we will determine the specific product based innovativeness of
consumers with the help of Domain-Specific scale.

At last, an overall observation would be there probably containing some suggestions or

recommendation as well.

1.1 Methodology of the Research

As research methodology we use the primary data collection method mainly here we prepare
some specific question and ask to the random people to give their answer on this issue. We also
take some help of secondary data to collect the information and gather it together to make our
survey more effective one. Here, our survey questioner is given as follows:

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 Survey on consumer innovativeness
Gender: Male/Female; Age:

SL Consumer innovativeness measurement Strongl Agre Neutra Disagre Strongl

scale y agree e l e y
(5) (4) (3) (2) disagre
e
(1)
1. I would rather stick to a brand I usually buy
than try something I am not very sure of.

2. When I go to shopping mall, I feel it is safer

to purchase clothes from my familiar shop.

3. If I like a brand, I rarely switch from it just to

try something different.
4. I enjoy taking chances in buying unfamiliar
brands just to get some variety in my
purchase.
5. When I see a new brand on the shelf, I'm not
afraid of giving it a try.
6. In general, I am the last in my circle of
friends to know the titles of the
latestfragrances(perfume/Body spray).
7. In general, I am among the first in my circle
of friends to buy a new
fragrances(perfume/Body spray) when it
appears.
8. If I heard that a new
fragrances(perfume/Body spray) was
available in the store, I would be interested
enough to buy it.
9. I will buy a new fragrance(perfume/Body
spray), even if I haven't heard it yet.
10. I know the names of new flavor of the
fragrances (perfume/Body spray) before
other people do.

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1.2 Objectives of the Report
It is obvious that no survey and reports have been conducted in past without any prior objectives;
hence, we also have some objectives regarding our survey and report and those are as follows:

I. To know about the consumer innovativeness perspective;

II. To know about how to measure consumer innovativeness;
III. To acquire theoretical and practical knowledge about methods of measuring consumer
innovativeness;
IV. To determine the differences in-between male and female respondents of the sample
group (number of sample group: 40, 20 males and 20 females);
V. To get the idea about the correlation between the trait of consumer innovativeness and
the need for stimulation, novelty seeking, and the need for uniqueness;

1.3 Limitations of the report

I. Not being able to sure about how truly the respondents have presented their thought into
remarks;
II. Number of sample group off respondents could be higher;
III. Respondents could have been put falsified input due to redundancy or low level of
willingness;
IV. Most of the respondents were of the same group of ages (19-24)
V. Last but not least, there could have been lacking in our own perception as well, though
we hope not.

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2. Consumer Innovativeness Measurement Scales: Definition

2.1 General Consumer Innovativeness:Consumer innovativeness, as a force that leads

to innovative behavior, has often been cited and studied in research on the diffusion of
innovation. Surprisingly, it appears that there is still room for discussion about this concept.
General Consumer innovativeness is a construct that deals with how receptive consumers are to
new products. Consumer innovativeness has been defined as a predisposition or propensity to
buy or adopt new products or a preference for new and different experience.

2.2 Domain-specific consumer innovativeness:The domain-specific innovativeness

(DSI) construct basically studies the aspects of human behavior associated with innovation
within a specific interest of a person. This construct seeks to understand the predisposition of an
individual to a class of products and, at the same time, to analyze the tendency to learn and adopt
new products. Thus, the DSI is basically considered a predisposition to buy new and different
goods or brands, instead of remaining with previous consumption patterns. This predisposition is
perhaps a consequence of the interaction between the innovation as a whole and the strong
interest in a particular product category.

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 3. Consumer

Overall; 2.71
Male; 2.5 Innovativeness
Measurement Scales:
Brief Analyses
Female; 2.91
3.1. General
Innovativeness Scale
Statement 1:
“I would rather stick to a brand I usually buy than try something I am not very sure of.”

At first, point to be noted that, the statement above represents negative relation with consumer
innovativeness that means when a consumer agrees with this statement or rates higher, he or she
is not innovative purchaser, on the other hand consumer who is less agreeing with this statement
or giving low score they are more interested about innovation and will show high level of
innovativeness.

If a respondent reacts and let us know about his or her honest remarks regarding this statement,
we can get a general idea about how much innovative that respondent (consumer) is.

For the first statement we would like to demonstrate our findings of this statement from our
sample group. On average they rated 3.135 which fall between “neutral” remarks. Hence, we can
say that most of our respondents neither agree and nor disagree with this statement. So as we
have mentioned earlier rating high in this case would mean that consumers are not that
innovative, but in the questionnaire statement we have found the result of “neutral” which
indicates consumes are kind of confused about this matter and results of this matter varies some
personal influence. By this we can say that most of the consumers want to stick with their brand
but they can get influenced if they get sufficient value form the other brand or product. In this
matter products promotion or branding would be influence object.

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 Another mentionable
thing is the results gauged
by the male and female is
Male; 2.5 there is a mentionable
Overall; 2.71 difference between them
and female rated higher
then male. Where female
rated 3.32 and male rated
2.95, so by this result we
Female; 2.91 can say that male are
more innovative then
female and male would
like try different product
beside their usual brand.

Statement 2:
“When I go to shopping mall, I feel it is safer to purchase clothes from my familiar shop.”

At first, Point to be noted that, the statement above represents negative relation with consumer
innovativeness, meaning when a consumer agrees with this statement or rates higher, he or she is
not innovative purchaser depending on to which extent he nodded his head. Hence, less agreeing
with the statement or rating lowerwill show high level of innovativeness of that customer and
vice versa.

If a respondent reacts and let us know about his or her honest remarks regarding this statement,
we can get a general idea about how much innovative that respondent (consumer) is.

Now, we would like to demonstrate our findings of this statement from our sample group. On
average they rated 3.875, which falls in-between “neutral”and “agree” remarks, depicting more
on the “agree” side.

Hence, we can say that more of our respondents did agree with the statement. So, as we
mentioned it earlier that rating high this case would mean that consumers are not that innovative,
our finding also represent that. According to our finding, more of them tend to almost agree that
they feel more comfortable and secure to stick with the shop and clothes they are already
familiarwith and they feel insecure with the idea of trying new brands and shops; meaning they
are less open to the idea of innovation or trying something new. Therefore, we can come to the
conclusion that respondentsare less willing to innovate.

Another mentionable thing is the results gauged by the males and the females are very close,
although females rated a bit higher than males. Where males rated 3.85, females rated 3.90. So,

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we can assume that males are slightly more innovative in this case than females, as they tended
to less agreeing with the statement than females did.

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 Statement 3:
“If I like a brand, I rarely
switch from it just to try
Male; 2.5
Overall; 2.71 something different”

Point to be noted that, the

statement above represents
negative relation with
consumer innovativeness,
Female; 2.91 meaning when a consumer is
agreeing with this statement or
rates higher, he or she is not an
innovative purchaser
depending on to the extent of
his or her agreeing level. Hence, more agreeing with the statement or rating high will show lower
level of innovativeness of that customer and vice versa.

Although, the scenario we got is kind of neutral, since the average results from the survey is
3.05. It means consumers neither disagreed nor agreed with the statement. However, males are
less innovative than females, results produced from them are lower than those of females,
gradually 3.1 and 3.Hence, according to this survey we can say that males are less willing to
switch from the products they like to try something new than females.

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 Statement 4:
“I enjoy in taking chances
of buying unfamiliar
Male; 2.5
Overall; 2.71 brands just to get some
variety in my purchase.”

Point to be noted that, the

statement above represents
positive relation with
Female; 2.91
consumer innovativeness,
meaning when a consumer
agrees with this statement
or rates higher, he or she is
innovative purchaser
depending on to the extent of his or her agreeing level. Hence, more agreeing with the statement
or rating high will show higher level of innovativeness of that customer and vice versa.

Although, the scenario we got is kind of neutral, since the average results from the survey is
3.09. It means consumers neither disagreed nor agreed with the statement. However, males are
more innovative than females, results produced from them are higher than those of females,
gradually 3.30 and 2.88. Hence, according this survey we can say that males are more willing to
take chances of buying unfamiliar products and brands than females. It might have been the
scenario,because of men possessing more stimulation seeking trait comparing to women. So,
less intention of women of trying unfamiliar brands had been found according our survey.

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Statement
5:
"When I
see a new Male; 3.25
brand on Overall; 3.32

the shelf,
I’m not
afraid of
giving it a
try."

Point to be
noted that, Female; 3.39

the
statement
above represents positive relation with consumer innovativeness, meaning when a consumer
agrees with this statement or rates higher, he or she is innovative purchaser depending on to the
extent of his or her agreeing level. Hence, more agreeing with the statement or rating high will
show higher level of innovativeness of that customer and vice versa.

Although, the scenario we got is kind of neutral, since the average results from the survey is
3.32. It means consumers neither disagreed nor agreed with the statement. However, females are
more innovative than males, results produced from them are higher than those of males,
gradually 3.39and 3.25. Hence, according this survey we can say that females are more willing to
take chances of buying some new products and brands than males. It might have been the

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 scenario, because of
women possessing more
stimulation seeking trait
Male; 2.5 comparing to men. So,
Overall; 2.71 less intention of men of
trying new brands had
been found according to
our survey.

Female; 2.91

3.2. Domain-Specific Scale

Statement 1:
“In general, I am the last in my circle of friends to know the names or titles of the latest
fragrances (Perfume/Body Spray).”

Point to be noted that, the statement above represents positive relation with domain specific
consumer innovativeness (DSI), meaning when a consumer agrees with this statement or rates
higher, he or she is DSI purchaser depending on to the extent of his or her agreeing level. Hence,
more agreeing with the statement or rating high will show higher level of DSI of that customer
and vice versa.

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 By the statement we
have find a result overall
Male; 2.5 result of 3.12, which is
Overall; 2.71 on the neutral
perception. So by this
matter the consumers are
responding neutrally and
they are neither agree
and nor disagree. And
another interesting fact
is that male is scoring
Female; 2.91
more that is 3.20 then
the female and that is
3.04. There is a slight
different perception between male and female. So we can say that male are slightly more DSI
then female in this matter.

Statement 2:
“In general, I am among the first in my circle of friends to buy a new perfume when it
appears”

Point to be noted that, the statement above represents positive relation with domain specific
consumer innovativeness (DSI), meaning when a consumer agrees with this statement or rates
higher, he or she is DSI purchaser depending on to the extent of his or her agreeing level. Hence,
more agreeing with the statement or rating high will show higher level of DSI of that customer
and vice versa.

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 Male; 2.5
Overall; 2.71

Female; 2.91
Although, the
scenario we got is
kind of neutral, since the average results from the survey are 3.05. It means consumers neither
disagreed nor agreed with the statement. However, males are more DSI than females; results
produced from them are higher than those of females, gradually 3.40 and 2.70. Hence, according
this survey we can say that males are more advance to purchase new products when it appears
than females. It might have been the scenario, because of men possessing more stimulation
seeking trait comparing to women. So, less intention of women of purchasing new products
when it appears had been found according our survey.

Statement 3:
“If I heard that a new perfume was available in the store, I would be interested enough to
buy it”

Point to be noted that, the statement above represents positive relation with domain specific
consumer innovativeness (DSI), meaning when a consumer agrees with this statement or rates
higher, he or she is DSI purchaser depending on to the extent of his or her agreeing level. Hence,
more agreeing with the statement or rating high will show higher level of DSI of that customer
and vice versa.

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 Male; 2.5
Overall; 2.71

Female; 2.91

Although, the scenario we got is kind of neutral, since the average results from the survey are
3.32. It means consumers neither disagreed nor agreed with the statement. However, males are
bit more DSI than females; results produced from them are higher than those of females,
gradually 3.40 and 3.24. Hence, according this survey we can say that males and females are
similar interested to purchase a new product. But if we observe very closely then we can say
males have a bit more interest to buy a new product then female.

Statement 4:
"I will buy a new fragrance (Perfume/Body Spray) even if I haven't heard it yet"

The statement above represents positive relation with domain specific consumer innovativeness
which means when a consumer agrees with this statement or rates higher, he or she is willingness
to innovate the appearances of new product(Fragrance) when they heard about it and we can
consider them as innovative buyer. On the other hand those who are disagree with this statement,
he or she is not innovative purchaser.

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Although, the scenario we got is kind of neutral, since the average results from the survey is
3.05. It means consumers neither disagreed nor agreed with the statement. However, both males
and females are neither disagreed nor agreed with the statement and results are also equal (3.05).
According this survey we can say that both males and females buyer are trying to always stay
with the neutral situation. That's mean they always are always in ambiguous situation when they
heard about appearance of new fragrance.

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 Statement 5:
"I know the names
of new flavor of the
Male; 2.5 fragrance
Overall; 2.71 (Perfume/Body
Spray) before other
people do"

The statement above

represents positive
relation with domain
specific consumer
Female; 2.91 innovativeness which
means when a
consumer agrees with
this statement or rates higher, he or she is innovative for searching the new features of their
specific product like-new flavor of fragrance.Hence, less agreeing with the statement or rating
low will show low level of DSI of that customer and vice versa.

Now, we would like to demonstrate our findings of this statement from our sample group. On
average they rated 2.705, which falls in-between “neutral” and “disagree” remarks, depicting
more on the “agree” side. From our survey we have found that females are more innovative than

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male with the score of 2.91 where male made 2.5. This result demonstrates that females are
always seeking about the new features of their specific product before other people do.

Conclusion:
Regarding our survey, finally we can say that people are natural or neither disagreed nor agreed
in general consumer innovativeness with the score of 3.295. Even male and female scores are
same gradually 3.29 and 3.30. So in consumer innovativeness both male and female are not
differentiated. They have similar personality traits in general innovativeness.

But in domain specific consumer innovativeness, though people are just neither disagreed nor
agreed with the score of 3.05. But males are more domain specific then females where male
scores 3.11 and female scores 2.99. Even if closely observe the female’s score then we can say
they are disagreed with domain specific innovativeness. But their scores is very close to neither
disagreed nor agreed.

Furthermore, we can say that both the males and females have more general innovativeness than
domain specific innovativeness.

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