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opinion leadership.pptx
- 1. Opinion leadership Presented by RasneetKaur MBA-3rd
- 2. Contents 1. Personal influenceand opinion leadership 2. Profile of opinion leader 3. Process of opinion leadership 4. Opinion leadership and promotional strategy
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- 4. Personal influence Consumer behavioris influenced by a host of personal Characteristics such as – Age – Life Cycle Stage – Occupation – Social Status – Lifestyle
- 5. Influence of socialclass ☆ Sociologists have classified members of asociety on a continuum of social positions. ☆ Members of social class interact regularlywith each other, people are more likely tobe influenced by individuals in their ownsocial class than by those in other classes. Factors: – Education – Occupation – Economic Status
- 6. • Upper Class–Business community, professionals,politicians etc. • Middle Class – White collar jobs, with many of themhaving pursued higher education. Majority is privatesector and government employees. • Working Class – Blue collar workers. Heavily depend onfamily members for economic and social support. Theyhave a local orientation. More likely to spend than save. • Low End Class – Below poverty line(BPL). With lightregular income also included.
- 7. Influence of referencegroup • A person’s reference groups are all the groups that have a direct and indirect influence on theirattitudes or behavior. - Primary group: interacts continuously and informally( family, friends, neighbors, and coworkers) - Secondary group: more formal and less continuousinteraction (such as religious, professional, and trade-uniongroups)
- 8. Opinion leadership • Wherereference group influence is strong,marketers must determine how to reachand influence the group’s opinion leaders. • An Opinion Leader is the person whooffers informal advice or information abouta specific product or product category. • Opinion Leaders can informally influencethe behavior of customers towards productsor services, either positively or negatively. • In short, Opinion leadership is defined as the process in which one person influences the attitudes or actions of other person informally, who may be identified as opinion leader.
- 9. Examples of OpinionLeadership 1. During casual talk, a friend talks about the car he recently bought. He recommends buying it. 2. A person shows a friend photographs of his recent tour abroad. He suggests that by using a particular make of camera, better pictures could be shot. 3. A family wants to have a swimming pool in their spacious house. The family head asks neighbors which pool construction company they should call. 4. A parent wants admission for his child in a particular school. He contacts other parents sending their children to the same school.
- 10. A PROFILE ofthe opinion leader Marketers are keen to identify the opinion leaders so as to direct their promotional messages towards them. Are there special characteristics of theirs which can enable them to get identified and reached? • Knowledge and Interest - It makes him knowledgeable about the product, and he spreads this knowledge when sought or even otherwise. His involvement with the subject under which the product gets covered is so obvious that he strives to keep himself updated. • Media Habits – An opinion leader reads the print media and listens to and views the electronic media much more. He is more tuned to subject specific magazines and techno-commercial programs.
- 11. • Consumer Innovator- He is a consumer innovator who tries new products always first, and passes on his experience to others. Opinion leaders tend to have certain similar personality traits, and other personal characteristics such as social status and demographic characteristics are often linked to the product in which they ‘specialise’. • Personality Traits - He is self-confident and gregarious. He is confident about his knowledge and opinion that he has built. He is generally found to be outspoken and expressive in nature. He is differentiated from others and chooses to act differently.
- 12. • Social StatusCharacteristics - He belongs to the same social class as that of the consumer to engage in horizontal interpersonal communication. • Demographic Characteristics – Consumers tend to seek information and advice from people whom they perceive to be highly knowledgeable informants. However this is contextual in nature.
- 13. Process of opinionleadership There are two communication theories which explain the flow of information through interpersonal channels of communication is Discussed as below: 1. The two-step flow of communication theory. 2. The multi-step flow of communication theory.
- 14. Two-step Flow ofcommunication theory
- 15. Multi-step flow ofcommunication theory
- 16. Opinion Leadership andFirm’s promotional Strategy • Marketers have long been aware of the power that opinionleadership exerts on consumers’ preferences and actual purchase behavior.Many marketers look for an opportunity to encourage word-of-mouthcommunications and other favorable informal conversations. • There are different opinion leaders for different products. Opinion leaders are gregarious andtend to belong to clubs and associations. Some product categories haveprofessional opinion leaders who are also very influential.
- 17. • Hairstylists serveas, opinion leaders for hair-care products.For healthcare products-pharmacists are important opinion leaders.Computer professionals can give an opinion about the purchase of personalcomputers. The idea is to identify the opinion leaders, and then undertakea marketing research on them and formulate a marketing strategy.
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