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. Opinion leadership, as defined by rogeretal 1988, is the ability to informally influence individuals attitudes or behaviour in a desired way with. Opinion leadership can be a result of passive exchange of information in a group discussion or of information being actively exchanged. The major features of opinion leadership are credibility, exchange of information as well as advice related to one corecategory and twoway flow of information. It should be noted that there is a tendency of outsiders to a culture to overstate the similarity of members of that culture to each other. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to. Ethnocentrism is the tendency to view ones culture to be superior to others. Consumer behaviour and factors affecting consumer behaviour in detail 2019 duration. The importance of studying blogs as a public relations tool has been widely. The influence of opinion leaders towards consumer information. Organizational behaviour in the words of keith davis may be defined as organizational.
Term paper of consumer behavior on opinion leadership. Of considerable importance in understanding the role of attitudes in consumer behavior is an appreciation of the structure and composition of an attitude. Buying behavior is the decision processes and acts of people involved in buying and using products. Beliefs and values are guides for consumer behavior. The concept of opinion leader was first introduced by paul lazarsfeld and elihu. Consumer behavior opinion leadership flashcards quizlet. Opinion leadership meaning definition characteristics. Definition it is broadly the study of individuals, or organizations and the. Similarly, teachers must identify the behaviors they expect their students to engage in during instruction. Influence of cultural, social and marketing factors on the. About the tutorial consumer behavior is about the approach of how people buy and the use merchandise and services. A number of studies have shown that the behaviors of consumers in the market are. This study focused on the state of opinion leadership activities, its dynamics, and its types.
Perhaps the most obvious effect is the level of disposable income of each social class. Generally, the rich have the ability to purchase more consumer goods than those with less income, and those goods are of higher quality. In addition to that, the consumer behaviour has additional environmental factors such as ads, prices and commends. Nowadays marketers use the concept of group dynamics or personal influence often as this exceeds the power of. Opinion leaders are seen to be hugely influential in shaping consumer behaviour in many ways. The public perception of corporate social responsibility and. The role of evolvement and opinion leadership in consumer wordofmouth. The marketers believe that by understanding what compels an individual to buy a particular product or service over the other, it is easy to identify which product are in need and which. An understanding of consumer behaviour is essential in planning and programming the marketing system. 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. Professor in business administration, annamalai university, chidambaram. Because they are confident, they are willing to talk to others about the products and services they used and want others to buy them, too. Consumer behavior characteristics in fast fashiontina.
Definition, consumer behaviour theory, factors affecting consumer behaviour, psychology of marketing, consumer behaviour case study. Pdf consumer innovativeness and opinion leadership. Schiffman and kanuk 2007 cite four motivations behind opinion leaders behavior. All the consumers have different tastes and preferences, likes and dislikes and. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer. Opinion leaders and this means promoting the product or service through audio, ie the transfer of information about services and goods from the product to the consumer or the consumer to another consumer through a means of communication, it should be noted that the need.
Consumer behaviour meaning, determinants and its importance. Influential members of a community, group, or society to whom others turn for advice, opinions, and views. Example tom might purchase a tricycle for his son or mike. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. 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. Definition of opinion leadership 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.
The definition of what are the characteristics, what are the traits opinion. Interactivity of social media and online consumer behavior. Mm and opinion leadership ol represent powerful forces in the marketplace because of their influence on other consumers consumption decisions. Consequently, how to utilize opinion leaders to affect consumer behavior. This paper is a revised and expanded version of a paper entitled consumer. Consumer behaviour, consumer influence and the process of diffusion what is opinion leadership. Opinion leadership is a concept that arises out of the theory of twostep flow of communication propounded by paul lazarsfeld and elihu katz 1. The important thing here is to consider how these biases may come in the way in dealing with members of other cultures. Opinion leaders are individuals or organizations in a community whose opinion in a specific subject matter is respected and can influence consumer buying behavior. 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.
Sep 29, 2015 buzz or wordofmouth consumer referrals and viral marketing are some of the strategies strongly linked to opinion leadership. The needs of opinion leaders and opinion receivers, purchase pals, surrogate buyers vs. The consumer behavior is the observational activity conducted to study the behavior of the consumers in the marketplace from the time they enter the market and initiate the buying decision till the final purchase is made. Reference groups and opinion leadership consumers behavior. It also includes the decisionmaking process, which leads to the act of purchase. Consumer behaviour is the study of individuals, groups and organizations decisions with regard to the selection, purchase, use, and disposal of goods, services, ideas, or experiences to satisfy their needs and wants. Opinion leadership comes from the theory of twostep flow of communication propounded by paul lazarsfeld and elihu katz. 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. In less innovative countries, opinion leaders tend to be more conservative, i.
The role of evolvement and opinion leadership in consumer. Consumer behaviour, consumer influence and the process of. The impact of social factors affecting consumer behaviour on. Opinion leaders can act as gatekeepers for interventions, help change social norms, and accelerate behavior change. Opinion leaders and their influence on consumer purchasing behavior in saudi arabia hussein abdulla elomari, king fahd university. 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. Understanding consumer behavior will assist business entities to be more practical at selling, designing, development of products or services, and every other. Social influences on the consumer decision process. 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. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. Consumer behaviour refers to the psychological process that leads to a consumers decision to buy a product or service offering. The role of opinion leaders in influencing consumer behaviors with a focus on market mavens. They are thus important consumer groups for both other individuals and companies.
Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lowerend media users. Two new measurement scales article pdf available in journal of the academy of marketing science 242. Understanding opinion leadership and motivations to blog public. Before understanding consumer behaviour let us first go through few more terminologies. Organizational theory and behaviour page 6 the above definitions are comprehensive ones as these contain all characteristics of o.
Some reflections on its concept, trilogy, relationship with consumer behavior, and marketing implications. These posts are then viewed by millions of followers everyday. This means that all parts must fit together in some logical fashion. Pondicherry university a central university directorate of distance education. 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.
The impact of opinion leader on consumer decision making. Current thinking on opinion leaders varies with respect key. Typically the opinion leader is held in high esteem by those who accept their opinions. Consumer behaviour group dynamics, reference groups and opinion leadership manish sonkar ims unison university 2. The impacts of opinion leaders towards purchase decision. Opinion leadership word of mouth communication is the process which one person the opinion leader informally influences the action or attribute of others who may be opinion seekers or opinion recipients. Opinion leadership across different formats is key to channelling. Opinion leaders do play a vital role in marketing goods, something we will look at later on in this article. Marketer, researchers identify opinion leaders by such methods as selfdesignation, key informants, the socio metric method, and the objective. The most important thing for the marketer is to understand about the role of opinion leadership in marketing of goods and services. The consumer plays a very important role in the demand and supply chain of every economic system of.
Jul 07, 2018 opinion leaders are deemed to be most credible in the niche by their followers. Then, definition of twelve variants including professional knowledge, product involvement. Consumer behaviour deals with the process of an individual or organization in coming to the purchase decision, whereas consumption behaviour is a study focus on consuming unit or service. In this lesson, youll learn what an opinion leader is and how. Because of this, the consumer behavior theories have been quickly applied to various sectors of all fields in the world. In other words, consumer behavior is the study of how the consumers, make purchase decisions and what are the underlying factors that influence such decisions. They offer informal advice about the product or service. It is a group that serves as a reference point for an individual for hisher beliefs, attitude and behaviour. Discuss the concepts of opinion leader and opinion leadership, and critically analyse the types of influence they exert, using appropriate examples of your choice. Opinion leaders are generally people who have the ability to influence others.
Characteristics of culture in consumer behaviour tutorial. The style of opinion leaders moderates this influence, however. Identifying opinion leaders to promote behavior change. Opinion leaders of digital era and their effects on consumer behavior. Martin shane, the university of texas at brownsville. Thirty third international conference on information systems, orlando 2012 1 interactivity of social media and online consumer behavior. Defining behavior before they begin instruction, teachers must define the skills and knowledge that they expect students to learn. May 28, 2010 consumer behaviour, consumer influence and the process of diffusion what is opinion leadership. Consumer behaviour businessmarketing bibliographies. Consumer behaviour is a complex pattern and sophisticated understanding for marketing researchers solomon, 2006.
Few studies document the manner in which opinion leaders are identified, recruited, and trained to promote health. Opinion leadership provides the credibility that support consumer confidence in brands. Pdf this study empirically examined the role of a personality trait, public. Furthermore, there is a difference between consumer behaviour and buying behaviour. While the technique makes use of the analysis of the communication flow. For example, bowing and a strong desire to avoid the loss of face are unified in. The moderating effects of opinion leadership completed research paper yiting wang national taiwan university. Introduction lifestyle marketing is a process of establishing relationships between products offered in the. Discriminant analysis revealed that, in addition to personal involvement and. Opinion leadership involves the informal communication of one consumer leader to another consumer opinion seeker. The study of consumer behavior has been strongly rooted in the marketing field. Return to contents list types of consumer buying behavior types of consumer buying behavior are determined by.
The role of opinion leaders in influencing consumer. A metaanalysis by youngsung kwon hae ryong song one of the areas in which the impacts of media messages have been tested is in the goods and services market. Definition of opinion leadership in the dictionary. If you ever purchased a product based on the opinion of a wellknown person or organization, an opinion leader has influenced you. In simpler words a consumer is one who consumes goods and services available in the market. Any individual who purchases goods and services from the market for hisher enduse is called a consumer. 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. Information and translations of opinion leadership in the most comprehensive dictionary definitions resource on the web. Introduction in our daily lives, we all get influenced by a variety of people while making our purchase decisions.
The constructs related to consumer behaviour such as product involvement, opinion leadership, need for. Who are opinion leaders and why do they matter cleverism. In the context of consumer behavior, culture is defined as the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. Using data from 1145 german consumers in four product categories i. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products the opinion leader is the agent who is an active media user and who interprets the meaning of media messages or content for lower. When individuals follow a particular group that must follow their behavior.
Consumer behaviour the consumer, the king of the market is the one that dominates the market and the market trends. Consumer behavior building marketing strategy thirteenth. 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 importance of studying blogs as a public relations tool has been widely recognized e. The good opinion leaders, the ones who really matter and have a direct impact on consumer behavior, are usually very selfconfident in their knowledge of the products they themselves have used.
Opinion leadership has even become a profession in this era of the internet. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. 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 useful in supporting further related research. What factors of online opinion leader influence consumer. Consumer behaviour is the study of how consumers make decisions about what they need, want, and desire. In other words, consumer behavior is the study of how the consumers, make purchase decisions and what are the. Consumer behavior reference groups in our daily lives, we all get influenced by a variety of people while making our purchase decisions. A consumer is someone who pays a sum to consume the goods and services sold by an organization. Consumer behaviour as highlighted before talks about process and actions. What are the characteristics that affect consumer behavior. Social class can have a profound effect on consumer spending habits. Communications within croups and opinion leadership 229 situations in which wom and opinion leadership occur 233 characteristics of opinion leaders 234 marketing strategy, wom, and opinion leadership 235 diffusion of innovations 238 categories of innovations 239 diffusion process 242 marketing strategies and the diffusion process 245.
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