Consumer Innovativeness: A Market Segmentation
Mustafa Halid Karaarslan, M. ŞükrüAkdoğan

Abstract
Consumer innovativeness can be divided into innate innovativeness, domain-specific innovativeness and innovative behaviour dimensions. Due to of the fact that innovative consumers follow innovations more, adopt them more easily and tend to introduce them to people around themselves, they are very valuable to marketers. This study examines whether market segmentation is significant with regard to innate innovativeness by using the questionnaire method. In the study domain-specific innovativeness was measured in 9 product groups, innovative behaviour in 12 products, and innate innovativeness was also measured. After factor analysis of innate innovativeness, we found that there were three dimensions, rational innovativeness, hedonic innovativeness and social innovativeness. Then with cluster analysis we determined that there were three different market segments namely innovators, modest innovative and conservatives in terms of innate innovativeness and that these market segments differed in terms of socio-demographic, domain-specific innovativeness and innovative behaviour aspects.

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