Dogmatism measures the degree of rigidity versus openness that an individual displays toward an information that is contrary to their own set and established beliefs
Consumers can be classified as: -
• Highly Dogmatic
• Low Dogmatic
Highly Dogmatic:
Consumers who are high in dogmatism are closed minded people. These kind of people are more likely to go with / purchase products that are well established in the market rather than purchasing products that are new and innovative. They accept a new product with discomfort. These kinds of people usually fall in the age group of 50-60 who do not ready accept the new products. These kinds of people tend to be more receptive to ads for new products and services that contain an appeal from an authoritative figure. That is the reason why marketers use celebrity and experts at the time of launching and re-launching a new product.
Example- Amitabh Bachan doing the Cadbury ad after the controversy, doctors doing the medicine ads, customers of highly trusted brands like Maruti, Godrej, etc
Low Dogmatic:
Consumers who are low in dogmatism are open minded people and are more likely to prefer innovative products to established and traditional. Customers belonging to this type are more receptive to messages that stress factual differences, product benefits and other forms of product usage information. These kinds of people usually fall in the age group of 20-30 years (youngsters).
Examples: customers of McDonalds, KFC, Pizza Hut, Tata Nano, etc
Why does a marketers need to know these?
• To understand consumers taste and preferences better
• To identify the target market quickly
• Helps to segment the market properly
• Helps to predict the future of a product in a particular market
