Consumer behavior opinion leadership flashcards quizlet. Few studies document the manner in which opinion leaders are identified, recruited, and trained to promote health. The influence of opinion leaders australian prescriber. Start studying consumer behavior opinion leadership. The influence of opinion leaders towards consumer information. Consumer behaviour group dynamics, reference groups and opinion leadership manish sonkar ims unison university 2. Social influences on the consumer decision process. Mkt201 reference groups consumer behaviour duration. Opinion leaders are usually people who are more knowledgeable about a certain product or service than the average consumer. Opinion leaders are basically from the consumer point of view, social influencers, social media personalities. The aim of public relations is to build positive relations between an organisation and its stakeholders. An attempt is made to elucidate these with least complications. So far, there is little consensus as to the degree these concepts operationalize the same or simply related constructs. Consumer behaviour is shaped by our friends and family but most importantly by opinion leaders.
Opinion leaders, such as new types of digital celebrities. Consumer behavior is the study of the processes involved in the purchase, use and disposal of products or services. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Amity business school motivations behind opinion leadership the needs of opinion leaders the needs of opinion receivers purchase pals surrogate buyers versus opinion leaders surrogate buyers may replace opinion leaders an example is a wardrobe consultant who helps in the purchase of business clothes issues 11. Opinion leadership meaning definition characteristics. The concepts of opinion leadership and opinion seeking are defined, previous attempts to measure them are critiqued, and the scale development process is described. Identifying opinion leaders to promote behavior change. The authors describe the development and validation of multipleitem selfreport scales to measure opinion leadership and opinion seeking for specific product or service domains. The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars hossein mirzaei,mehdi ruzdar the present study examined the impact of social factors on consumer behavior in selecting traits of the purchased car in tabriz iran. These posts are then viewed by millions of followers everyday. Ppt group influence and opinion leadership powerpoint. The role of evolvement and opinion leadership in consumer. The impacts of opinion leaders towards purchase decision.
The dynamics of the opinion leadership may be discussed under the following headings. Opinion leaders influencing consumer behaviour vloggers, youtube, social media personalities an opinion leader can be defined as influential members of the community to whom others turn to for advice, opinions and views bus. The role of evolvement and opinion leadership in consumer wordofmouth. Opinion leaders influencing consumer behaviour as social media facebook, youtube and instagram are taking over the world it comes with a new influx of opinion leaders. It has become more common to online shop than to go to a shopping center and purchase a. Economic scientists were the first among social scientists to study consumers and their behaviour and provided the details about the solutions to the consumer. Consequently, how to utilize opinion leaders to affect consumer behavior. Consumer behavior is multidimensional in nature and it is influenced by the following subjects. Consumer behavior opinion leadership is a word of mouth communication in the process which one person informally influences the action or attribute of others. Opinion leaders are individuals who can influence thoughts, attitudes or the behavior of other people, leading them to act in a certain way at a certain frequency rogers, 1983. The role of opinion leaders in influencing consumer behaviors 44 statement of the problem many researchers, such as yang 20 and chelminski and coulter 2012, have done research studies with a view to determining how market.
It is a group that serves as a reference point for an individual for hisher beliefs, attitude and behaviour. Martin shane, the university of texas at brownsville. Online opinion leaders also possess greater computer skills, have used the internet for a longer period of time and use. Variants of polymorphic opinion leadership include market mavenism, personality strength and generalized opinion leadership. She is a key member of a team exploring how technology can be. The constructs related to consumer behaviour such as product involvement, opinion leadership, need for uniqueness, venturesomeness and price insensitivity have been included in the study as.
Opinion leaders obtain product information from the mass media and pass it to other consumers in the form of their own interpretations and understanding, known as the twostep flow communication. Informal communication has always influenced consumer s consumption behaviour. Chapter iv theories on consumer behaviour consumer behaviour can be examined as it is a decision making process of an individual when consumer engaged in evaluating, acquiring, using or disposing. Consumer behaviour, consumer influence and the process of. Opinion leaders are generally people who have the ability to influence others. The beliefs, attitudes, actions and behaviors of leaders. Term paper of consumer behavior on opinion leadership.
A group consists of two or more individuals who share a set of norms, values or beliefs and have a defined relationship such that their behaviour is interdependent. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Consumer behaviour, consumer influence and the process of diffusion what is opinion leadership. Using data from 1145 german consumers in four product categories i. This study aims to measure the influence of opinion leaders towards the purchase decisions of the opinion. The determinants of consumer behaviour can be grouped into three major captions namely, economic, psychological and sociological. Opinion leaders used to be well known and respected individuals giving out information in their area of expertise. Family the behaviour of a consumer is not only influenced by their motivations and personalities but also their families and family members who can two or more people living together either because of blood relationship or marriage. The role of opinion leaders in highinvolvement purchases. Opinion leadership can be a result of passive exchange of information in a group discussion or of information being actively exchanged. Opinion leaders are individuals or organizations in a community whose opinion in a specific subject matter is respected and can influence consumer buying behavior. Specific opinion leaders can be difficult to identify but marketers who know their general characteristics can try to target them in their media and promotional strategies.
In contrast, polymorphic opinion leaders are able to influence others in a broad range of domains. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Introduction consumer behaviour from a marketing perspective was discussed in chapter 2. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer. Opinion leaders are very powerful in influencing consumer behaviour, with a platform that exposes them to millions of consumers they can influence product and service sales dramatically with just one post. Pdf consumer innovativeness and opinion leadership. Opinion leaders can act as gatekeepers for interventions, help change social norms, and accelerate behavior change. We often look to opinion leaders for help in our consumer decisions. Have you ever change your mind or attitude towards an issue, a product or an event after being affected by the opinion of celebrities, famous people, vloggers, youtubers, etc.
The source of the informal communication may be friends, neighbours or in the changing technology world it may be the social. Unfortunately, many opinion leaders pay scant attention to nonpharmacological strategies. In every intimate reference group, there is an informal group leader. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer.
Different models of human behaviour were briefly discussed, explaining the relevance thereof in consumer behavioural studies. In case of highinvolvement purchases often resulting in extended problem solving, the consumer seeks information from opinion leaders and other personal sources of information. Opinion leaders who are knowledgeable about a product and whose opinions are highly regarded tend to influence the choices of others. It is important however this power is used ethically. The impact of opinion leader on consumer decision making. This book provides an overview of consumer behaviour and public relations. In this day an age, ecommerce is one of the most popular ways to shop. As informal communication sources, it effectively influences consumers in their product related decisions. A reference group refers to a group of people you refer to, while making buying decisions. Opinion leaders of digital era and their effects on consumer behavior. Consumer behavior is a complex and multidimensional process that reflects the totality of consumer decisions with respect to acquisition, consumption, and disposal of goods and services.
Declaration i hereby declare that the thesis titled the impact of factors influencing the buying behaviour on the development of marketing strategies for luxury fashion products a study of the urban youth in select cities of india submitted for the award of doctor of philosophy phd in business management at d. Return to contents list types of consumer buying behavior types of consumer buying behavior are determined by. Introduction in our daily lives, we all get influenced by a variety of people while making our purchase decisions. Opinion leaders would be unwise to foster relationships with only one company as major bias would result, and frequently enter into arrangements with multiple companies. Opinion leaders have long been of interest to managers and researchers because they are instrumental in. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The impact of factors influencing the buying behaviour on. The major features of opinion leadership are credibility, exchange of information as well as advice related to one corecategory and twoway flow of information. The impact of social factors affecting consumer behaviour. As such, opinion leaders can shape how a product is viewed. Opinion leadership is the process by which the opinion leader informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients. It has become more common to online shop than to go to a shopping center and purchase a tangible product.
Opinion leaders and their influence on consumer purchasing behavior in saudi arabia hussein abdulla elomari, king fahd university. A twostep flow of influence opinionleader campaigns on. Pdf this study aims to examine new product adoption behaviours of consumers in the electronics sector. Opinion leaders influencing consumer behaviour consumer. Opinion leaders are individuals to whom an opinion seeker turns for advice or product related information while making purchase decisions. The role of opinion leaders in influencing consumer. This research study sought to investigate how market mavens play the role of opinion leaders. Pdf this study empirically examined the role of a personality trait. Opinion leaders influence on consumer behaviour the. Current thinking on opinion leaders varies with respect key. Opinion leaders are often trusted and unbiased and have the social network of friends.
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