Such persons opinions influence others significantly. Consumer involvement decisionmaking processes purchase behaviour and marketing implications consumer behaviour models unit ii environmental influences on consumer behaviour cultural influences social class reference groups and family influences opinion leadership and the diffusion of innovations marketing implications of. Typically the opinion leader is held in high esteem by those who accept their opinions. Venkatraman 1990,opinion leadership, enduring involvement and characteristics of opinion leaders. A consumer s lifestyle is seen as the sum of his interactions with his environment. Analysis of attributes to identify opinion leadership in communities. Aug 23, 2005 this paper investigates the characteristics of opinion leaders within the computer. This led to paradigm shift of the manufacturers attention from product to. The role of opinion leaders in influencing consumer. Reference groups and opinion leadership consumers behavior. They usually have deeper expertise in a certain area, and are. Jul 07, 2018 opinion leaders are deemed to be most credible in the niche by their followers.
She is a key member of a team exploring how technology can be used to enhance the student learning experience. In a separate class of product, opinion leaders may influence others about a number of different products. 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. The acknowledgement implies that the opinion leaders receive. Opinion leadership comes from the theory of twostep flow of communication propounded by paul lazarsfeld and elihu katz. May 08, 2017 can opinion leaders influence consumer behavior. The concepts of opinion leadership and opinion seeking are defined, previous attempts to measure them are critiqued, and the scale development process is described. Researchers have been less interested in modeling opinion leadership itself. Consumer behavior opinion leadership flashcards quizlet. Consumer behaviour involves products, services, activities, and ideas. This study examines the existence of tv opinion leadership and the purchasing of tv sets in saudi arabia, andthe characteristics opinion leaders and non leaders have. These posts are then viewed by millions of followers everyday. There are two different types of consumers, the ones that buy for. Also, we investigate the effect of consumer perceptions about the characteristics of the content generated in the account perceived originality, quantity, and quality on their perceived hedonism and satisfaction.
According to a study by nielson, eightythree per cent of people agree that the recommendation from friends and people they trust is the most credible form of advertising. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. The impact of opinion leader on consumer decision making process. Finally, this study forms a different perspective of consumer behavior, and the interest is not only limited to private fast fashion business enterprise development, but also can be. Opinion leaders are also more familiar with and loyal to group standards and values than are nonleaders. Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer s emotional, mental and behavioural responses that precede or follow these activities. Smith describes lifestyle as a distinctive mode of behaviour centred around activities, interests, opinions, attitudes and demographic characteristics distinguishing one segment of a population from another. As you can see, opinion leadership is the degree to which an individual can influence other peoples attitudes or behavior in a nuanced way in order to incite a certain action in people. In a separate class of product, opinion leaders may influence others about a.
Actually there are a lot of differences between fast fashion and conventional fashion, which will be discussed in chapter 2, and it has significant meaning to find out the characteristics of the fast fashion consumer behavior. Opinion leaders are generally people who have the ability to influence others. This paper examines the opinion leadership literature to determine how consumer behavior researchers have viewed opinion leadership at the sender level and identifies the model implicit in their work. It is well known that marketing concerns about the customer needs. In the scope of consumer behaviour, not only products like toilet soaps, are included but also the services flying by an airliner, and activities getting children vaccinated for polio, and ideas saying no to drugs. Amity business school opinion leadership the process by which one person the opinion leader informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients. Greater involvement with knowledge of the category. Businesses can sell more by considering characteristics of consumer behavior, like how psychology and environment influence buying decisions. Consumer behaviour emerged in the 1940s and 50s as a distinct sub.
Opinion leaders used to be well known and respected individuals giving out information in their area of expertise. What are the characteristics of opinion leaders answers. Consumer behavior characteristics in fast fashiontina. A reference group refers to a group of people you refer to, while making buying decisions. Consumer behaviour, consumer influence and the process of. Term paper of consumer behavior on opinion leadership. Opinion leaders, such as new types of digital celebrities. Visit our website to learn more about this and our other qualifications.
Consumer research has identified a number of consumer related characteristics, including product interest, opinion leadership, personality factors, purchase and consumption traits, media habits, social characteristics, and demographic variables that distinguish consumer innovators from later adopters. Start studying consumer behavior opinion leadership. The authors describe the development and validation of multipleitem selfreport scales to measure opinion leadership and opinion seeking for specific product or service domains. Pdf a personalitycompetence model of opinion leadership. Opinion leadership can be a result of passive exchange of information in a group discussion or of information being actively exchanged. After studying this chapter students should be able to understand. It studies differences between new and repeat buyers and covers market segmentation. This influence may affect both other peoples thinking and their behavior.
Speculations on such combinations and relationships have been around for a long time zaccaro, 2007. The impacts of opinion leaders towards purchase decision. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. The influence of opinion leaders towards consumer information. Opinion leadership has even become a profession in this era of the internet. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities. The major features of opinion leadership are credibility, exchange of information as well as advice related to one corecategory and twoway flow of information. Perhaps the most wellknown opinion leader for consumers is the magazine consumer reports, which engages in. Opinion leadership meaning definition characteristics. How culture acts as an invisible hand that guides onsumptionrelated ttitudes, values and. 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.
Opinion leaders are individuals or organizations in a community whose opinion in a specific subject matter is respected and can influence consumer buying behavior. The sellers market has disappeared and buyers market has come up. Reference group meaning, nature, categories, influence on consumer behaviour, application a reference group refers to a group of people you refer to, while making buying decisions. The role of opinion leaders in influencing consumer behaviors. These are regarded as important characteristics of opinion leaders. This refers to the fact that opinion leaders are vested with leadership authority by group members, and in order to maintain this position, the individual has to reflect underlying norms and values for that area of consumption leadership. Who are opinion leaders and why do they matter cleverism.
Managers and marketing practitioners alike may find that different types of productcategory involvement as well as different cultural background may require. Data were collected in two stages from 808 members of a fashion brands official instagram account. The role of consumer behaviour and consumer decisionmaking. May 21, 2017 whether youre discovering new products, deciding on a product or service, refining the choices, seeking expert advice, inspiring a purchase or taking consumers to a point where they can actually buy a product or services, opinion leaders have a significant influence on consumer behaviour in many aspects, being a leading tool for marketers. The degree of influence is proportional to the following amassed by each individual.
Opinion leadership, enduring involvement and characteristics. The values, personal traits and characteristics of leaders. It has become more common to online shop than to go to a shopping center and purchase a tangible product. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Opinion leaders an opinion leader is an individual whose ideas and behavior serve as a model to other people. Opinion leaders influence on consumer behaviour the. The book, consumer behaviour, is written in easy language and lucid style. May 05, 2017 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. What factors of online opinion leader influence consumer purchase. 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.
Environmentisthebroaderconstructandrepresentsageneralmilieuofbehavior, whereassituationisamoremomentaryconcept. In this day an age, ecommerce is one of the most popular ways to shop. The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars. 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. Opinion leadership 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. This study examines the existence of tv opinion leadership and the purchasing of tv sets in saudi arabia, andthe characteristics opinion. This implicit model is expanded and tested empirically. Despite the findings, williams and duvel 2005 concluded that opinion leaders of lesotho had a relatively lower level of education, the finding of. Aug 29, 20 amity business school opinion leadership the process by which one person the opinion leader informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients. Important characteristics of consumer behaviour are given below. This study examines the existence of tv opinion leadership and the purchasing of tv sets in saudi arabia, andthe characteristics opinion leaders and nonleaders have. Consumer behaviour is a physiological process it is all related to the emotions of the consumer. Opinion leaders have approximately the same socialclass position as non leaders, although they may have higher social status within the class.
The impact of social factors affecting consumer behaviour on. Opinion leaders can be politicians, business leaders, community leaders, journalists, educators, celebrities, and sports stars, etc. Opinion leadership is the status of a particular class of product. It is a group that serves as a reference point for an individual for hisher beliefs, attitude and behaviour.
The book highlights consumers motivation, goals, incentives and uncertainties. It examines the importance of understanding consumer behaviour and tools and techniques available for doing so. It refers to the actions of the consumers in the marketplace and the underlying motives. According to zaccaro 2007, it is likely that leader attributes exhibit complex, multiplicative and. 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. One of the more engrossing concepts in the study of consumer behaviour is that of personality. A personalitycompetence model of opinion leadership article pdf available in psychology and marketing 298. Furthermore smith and rupp 2003 classify motivation, perception, personality, attitude and emotions as the set of psychological characteristics influencing online consumer behaviour. Consumer behavior is the study of how and why people buy what they do. Meaningdefinition and nature of consumer behaviour. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Purchasing behaviour, media choice, innovation, segmentation, fear, social influence, product choice, opinion leadership, risk taking, attitude change, and almost anything else one can think of have been linked to personality harold, 1971,p409. The impact of social factors affecting consumer behaviour. The directly marketed their products and services and influenced consumer behavior to adopt these technologies.
Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lowerend media users. Such people are opinion leaders who can be defined as consumers who influence the purchase decision of others samadi, 2007. Pdf consumer innovativeness and opinion leadership. What culture is and how it impacts consumer behaviors. Five separate studies using data from 1,128 student. Consumer behaviour is shaped by our friends and family but most importantly by opinion leaders. A preliminary qualitative survey by indepth interview with ten. Venkatraman 1990, opinion leadership, enduring involvement and characteristics of opinion leaders. 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.
Buyer behaviour is an important tool in the hands of marketers to forecast the future buying pattern of customers and devise appropriate marketing strategies to create longterm customer. Consequently, how to utilize opinion leaders to affect consumer behavior by term of. How culture acts as an invisible hand that guides onsumptionrelated ttitudes, values and behavior. The role of evolvement and opinion leadership in consumer.
As informal communication sources, it effectively influences consumers in their product related decisions. Pdf this study empirically examined the role of a personality trait, public. The major features of opinion leadership are credibility, exchange of information as well as advice related to one. Moreover, different scholars, such as bruno and hustad 20, have acknowledged that opinion leaders act as the middle people between the public and the media. Opinion leaders of digital era and their effects on consumer behavior. In this process the consumer starts with recognizing the need of the product, and then finds a way or a medium of solving these needs, makes purchase decisions like planning whether he should buy or not buy a certain product, and then he confirms the information, jots down a plan and then. What factors of online opinion leader influence consumer.
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