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Course Code : MBA 376
Course Title : CONSUMER BEHAVIOUR
MODULE V
Credit units : 3
02/03/15 CB MODULE V 1
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02/03/15 CB MODULE V 2
Contents
Module V
Opinion Leadership Process,
Difusions o !nno"a#ions,
$dop#ion Process%
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Opinion Leadership Process
&ha# !s Opinion Leadership'
D(na)ics o #he Opinion Leadership Process
*he Mo#i"a#ion Behind Opinion Leadership
Measure)en# o Opinion Leadership
*he !n#erpersona+ +o- o Co))unica#ion
Difusion o !nno"a#ions
*he $dop#ion Process
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Opinion Leadership Process
OpinionLeadership
The process by
which one person
(the opinion leader)
informally inuences
the consumption
actions or attitudes
of others who may
be opinion seekers
or opinion
recipients.
What s OpinionLeadership!
Opinion
Leader
Opinion
Receiver
Opinion Seeker
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Opinion Leadership Process
Word of Mouth in "ction
#iscussion $uestion
&ho are #he )os# inuen#ia+ opinion +eaders #o co++eeaedpeop+e'
&h( are #he( inuen#ia+'
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Opinion Leadership Process
Credii+i#(
Posi#i"e and 4ea#i"e Produc# !nor)a#ion
!nor)a#ion and $d"ice
Opinion Leadership !s Ca#eor(peci6c
Opinion Leadership !s a *-o-a( #ree#
#ynamics of the Opinion LeadershipProcess
Many not%for%pro&tor'aniations that
hope to chan'ebehaior* count ono
pinion leaders+
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Opinion Leadership Process
#iscussion $uestion
&ho do (ou 9no-, persona++(, #ha# (ou -ou+d consider an opinion
+eader' &ha# is i# aou# #ha# person #ha# )a9es #he) an opinion +eader'
&ha# persona+i#( #rai#s )ih# #he( ha"e -hich pro)p# #heirs#a#us'
Pro&le of Opinion Leaders
4.-./"L6.#"TT/,3T.2 "C/O22P/O#3CTC"T.4O/.2
C"T.4O/5%2P.C7C"TT/,3T.2
!nno"a#i"eness &i++inness #o #a+9
e+con6dence reariousness Coni#i"e
diferen#ia#ion
!n#eres# no-+ede
pecia+in#eres# )ediae;posure
a)e ae a)e socia+ s#a#us ocia+ e;posure ou#side
roup @
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Opinion Leadership Process
Mar8et Maen
!ndi"idua+s -hose inuence s#e)s ro)
a enera+ 9no-+ede or )ar9e#
e;per#ise #ha# +eads #o an ear+(a-areness o ne- produc#s and
ser"ices%Two%2tep 7low of Communication Theory
Multistep 7low of Communication Theory
10
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02/03/15 CB MODULE V 11
Opinion Leadership Process
Mar8eters 2ee8 to Ta8e Control of the OpinionLeadership Process Crea#in produc#s -i#h ui+#in u po#en#ia+
#ra#e( desined #o s#i)u+a#e u
Vira+ )ar9e#in
&e+os
"t ,lo' wise 5ou Can7ind a ,lo'
on
"lmost "ny Topic
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#i1usionProcess
*he process ( -hich #he
accep#ance o an inno"a#ion is
spread ( co))unica#ion #o
)e)ers o socia+ s(s#e) o"er a
period o #i)e%
"doptionProcess
*he s#aes #hrouh -hich an
indi"idua+ consu)er passes in
arri"in a# a decision #o #r( =or no#
#o #r(>, #o con#inue usin =or
discon#inue usin> a ne- produc#%
#i1usions of nnoations 9 "doption Process
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.lements of the #i1usionProcess
*he !nno"a#ion
*he Channe+s o Co))unica#ion
*he ocia+ (s#e)
*i)e
ir)orien#ed de6ni#ions Produc# is ne-F #o #he co)pan(
Produc#orien#ed de6ni#ions
Con#inuous
D(na)ica++( con#inuous $ d(na)ica++( con#inuous inno"a#ion is a ne- produc##ha# is re+eased -i#hin #he )ar9e#p+ace% Because o i#s inno"a#i"e na#ure, i# inspiresconsu)ers #o reconsider #heir u(in hai#s% !# is #(pica++( done #o re+aunch ai+in
produc#s
Discon#inuous Discon#inuous inno"a#ions cause a paradi) shi# in science or#echno+o( and/or #he )ar9e# s#ruc#ure o an indus#r(% $s #he( are en#ire+( ne-#o#he-or+d produc#s, )ade #o peror) a unc#ion or -hich no produc# has pre"ious+(e;is#ed, discon#inuous inno"a#ion re:uires a ood dea+ o +earnin or #heincu)en# oranisa#ion and i#s "a+ue ne#-or9, inc+udin #he user%
Mar9e#orien#ed de6ni#ions
Based on consu)er e;posure Consu)erorien#ed de6ni#ions
#e&nin' nnoations
#i1usions of nnoations 9 "doption Process
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What type
of product
innoation
is this
product!
#i1usions of nnoations 9 "doption Process
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#i1usions of nnoations 9 "doption Process
Telephone nnoations
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#i1usions of nnoations 9 "doption Process
"dopter Cate'ories
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#i1usions of nnoations 9 "doption Process
*his ad is desined #oappea+ #o inno"a#ors%
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#iscussion $uestion
&hich adap#or ca#eor( are (ou'
Does i# difer -i#h diferen# produc#ca#eories'
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#i1usions of nnoations 9 "doption Process
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2ta'es in "doption Process
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#i1usions of nnoations 9 "doption Process
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ssues in Pro&lin' Consumer nnoators
De6nin #he Consu)er !nno"a#or
!n#eres# in #he Produc# Ca#eor(
*he !nno"a#or !s an Opinion Leader
Persona+i#( *rai#s
Media
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END O! MODULE V
THAN" #OU $$
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