Articles on consumer behaviour management study guide. Opinion leaders are individuals or organizations in a community whose opinion in a specific subject matter is respected and can influence consumer buying behavior. Opinion leaders are generally people who have the ability to influence others. 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 objective of the research is the analysis of ryanairs organisational behaviour, by. 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.
Further, wom communication focuses on the process of opinion leader wom communication consumer behavior. An innovation is an idea, practice, or product, perceived to be new by an individual or a group. It has become more common to online shop than to go to a shopping center and purchase a tangible product. So first of all, we have to think about the different marketing stimuli which affect consumer behavior. Consumer behaviour is shaped by our friends and family but most importantly by opinion leaders. The most important thing for the marketer is to understand about the role of opinion leadership in marketing of goods and services. Opinion leadership process is helpful to the marketer. Introduction lifestyle marketing is a process of establishing relationships between products offered in the. Opinion leadership meaning definition characteristics. 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. 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. Lets understand the concept in detail with the help of few examples.
Finally, this study forms a different perspective of consumer behavior, and the interest is not only limited to private fast fashion. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Introduction in our daily lives, we all get influenced by a variety of people while making our purchase decisions. Behaviour of ryanair and its impact alberto nortilli anglia ruskin university, uk. The impact of opinion leader on consumer decision making process. Martin shane, the university of texas at brownsville. Identifying opinion leaders to promote behavior change. May 03, 2017 opinion leaders influence consumers attitudes, through persuasion of a central or peripheral route, that then can impact upon their opinions and behaviour when undertaking a purchase as a result.
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. Opinion leaders influencing consumer behaviour consumer. Beliefs and values are guides for consumer behavior. Opinion leaders used to be well known and respected individuals giving out information in their area of expertise. Consumer behaviour is the study of how consumers make decisions about what they need, want, and desire and how do they buy, use, and dispose of goods. The dynamics of the opinion leadership may be discussed under the following headings. Consumer behaviour group dynamics, reference groups and opinion leadership manish sonkar ims unison university 2. 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. Consumer behavior characteristics in fast fashiontina.
Understanding influence power of opinion leaders in ecommerce. Pdf leadership behaviour in successful organisations. We often look to opinion leaders for help in our consumer decisions. 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. The impacts of opinion leaders towards purchase decision engineering under different types of product involvement. Opinion leaders can act as gatekeepers for interventions, help change social norms, and accelerate behavior change. Chapter 3 will provide clarity on the consumer decisionmaking process. Five stages of consumer buying decision process by dr vijay prakash anand duration. Consumer behaviour deals with various stages that a consumer goes through before purchasing any product or service. Team 1 opinion leadership opinion leadership is the process in which one person the opinion leader informally influences the action or attribute of other person opinion seekers or opinion recipients opinion leaders people who in a given situation are able exert personal influence. This research is conducted in pune city and a survey method was used to collect the data from 200 respondents. Finally, the ultimately aim of this paper will be to establish how retailers are striving to motivate consumers to buy online.
In this day an age, ecommerce is one of the most popular ways to shop. Schiffman and kanuk 2007 cite four motivations behind opinion leaders behavior. Elaborate discussion on sociological influences on buying behaviour of a consumer including family, social class, lifestyle analysis, opinion leadership. Effect of psychological influences such as needs, emotions, memory, personality, perception, imagery and attitude while making a choice before a purchase is well covered. 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. Pdf consumer buying behavior towards cosmetic products. Who are opinion leaders and why do they matter cleverism.
A more recent organization that is an influential opinion leader is cnet, which evaluates consumer electronics. The role of opinion leaders in influencing consumer. The role of evolvement and opinion leadership in consumer wordofmouth. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Consumer behaviour plays a key role in determining the level of greenhouse gases emitted in terms of deciding the lifetime of an article, frequency of washing and drying, and selection. Buying decision process of consumer the buying decision process of consumer intervenes between the marketing strategy and the outcomes. The influence of opinion leaders towards consumer information. Today, we are going to dig deep into the consumer behavior process and look at the different factors which affect your behavior. The role of opinion leaders in influencing consumer behaviors. Understanding the family life cycle is beneficial for marketers because it helps in defining target customers. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior. Consumer behavior i about the tutorial consumer behavior is about the approach of how people buy and the use merchandise and services. The importance of bloggers in the information dissemination process stems.
Have you ever change your mind or attitude towards an issue, a product or an event after being affected by the opinion of celebrities. 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. Leadership behaviour has a critical role in the creation of successful organisations. Consumer behaviour, consumer influence and the process of diffusion what is opinion leadership. 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 mavens obtain product information from the media and pass it to other passive. A product is said to be an innovation when it is perceived by the. The course content will also address the importance of subculture and global consumer culture as marketing opportunities iii. Consumer decision making process consumer behaviour. 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. She is a key member of a team exploring how technology can be used to enhance the student learning experience. May 08, 2017 can opinion leaders influence consumer behavior. Current thinking on opinion leaders varies with respect key features distinguishing these individuals. Social influences on the consumer decision process. May 28, 2010 consumer behaviour, consumer influence and the process of diffusion what is opinion leadership.
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. A rational in encouraging the positive role of leadership behaviour is that creative performance. The objective of this research paper is to study consumer buying behaviour towards cosmetic products. Understand how situational influences affect the decision making process. Pdf consumer innovativeness and opinion leadership. As informal communication sources, it effectively influences consumers in their product related decisions. Within consumer behaviour analysis, the behavioural perspective model bpm interprets consumer behaviour as occurring at the intersection of the individuals learning history and the consumer. The importance of social influences has been exemplified in a classic consumer behaviour. Once the marketers have identified the opinion leaders, marketers can target their marketing efforts to. This study aims to measure the influence of opinion leaders towards the purchase. 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. These posts are then viewed by millions of followers everyday. The major features of opinion leadership are credibility.
Understanding opinion leadership and motivations to blog public. Opinion leader, opinion leadership, decision making, buyer purchase decision. Mar 01, 2017 opinion leaders influencing consumer behaviour opinion leadership is the process by which one person the opinion leader informally influences the actions or attitudes of others schiffman et al. Opinion leadership can be a result of passive exchange of information in a group discussion or of information being actively exchanged. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. An additional point to consider is the impact upon a consumers awareness set that an opinion leader may have. The role of evolvement and opinion leadership in consumer. Consumer behavior an overview sciencedirect topics. Be familiar with low effort decision making tactics. Consumer behavior opinion leadership is a word of mouth communication in the process which one person informally influences the action or attribute of others. 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.
The impacts of opinion leaders towards purchase decision. 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. Thoroughly understand each stage of the consumer decision making process. Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lowerend media users. They offer informal advice about the product or service. 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. Originally, sociologists who studied the informal communications process named it opinion leadership. Consumer behaviour is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. Elaborate discussion on sociological influences on buying behaviour of a consumer including family, social class, lifestyle analysis, opinion leadership have been provided too. Rajamohan research scholar in management, bharathiar university, coimbatore. The impact of social factors affecting consumer behaviour on. 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 role of ecommerce on consumer behaviour introduction. 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.
Leadership behaviour has been reported as one of the most prominent constructs on creative and innovative behaviours e. Pdf consumer behaviour analysis and the behavioural. Opinion leadership comes from the theory of twostep flow of communication propounded by paul lazarsfeld and elihu katz. Start studying consumer behavior opinion leadership. This study is to evaluate the organisational behaviour issues that are faced by one of the most profitable european airlines, which is ryanair, that could lead the airline to a negative market trend in the future. Perhaps the most wellknown opinion leader for consumers is the magazine consumer reports, which engages in product testing, evaluation, and. Course content consumers and their behaviour o impact on marketing strategy o impact of marketing on the consumer the individual consumer o perception and self. Reference groups and opinion leadership consumers behavior. Consumer behavior opinion leadership flashcards quizlet. 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. Innovation in consumer behaviour tutorial 17 april 2020. Making process learning objectives understand the three problem solving variations and when consumers use them. 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.
The impact of factors influencing the buying behaviour on. Amity business school amity business school mba class of 2014, semester ii consumer behavior ms. Reference to consumer age groups, when discussing the influence of the internet. This study aims to measure the influence of opinion leaders towards the purchase decisions of the opinion seekers by examining interpersonal forces tie strength and homophily between the opinion leaders and opinion seekers and personal forces opinion leaders expertise and opinion seekers expertise, culture collectivismindividualism and power distance, and productcategory involvement. This research is conducted in pune city and a survey method was used to collect the data from 200. 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. Understanding consumer behavior will assist business entities to. Consumer behavior and purchasing is different in each of these stages. Professor in business administration, annamalai university, chidambaram.
Term paper of consumer behavior on opinion leadership. Perhaps the most wellknown opinion leader for consumers is the magazine consumer reports, which engages in product testing, evaluation, and recommendations. Opinion leaders and their influence on consumer purchasing behavior in saudi arabia hussein abdulla elomari, king fahd university. Typically the opinion leader is held in high esteem by those who accept their opinions. A case analysis of the organisational behaviour of ryanair. Consumer behaviour, consumer influence and the process of.