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Course Code : MBA 376

Course Title : CONSUMER BEHAVIOUR

MODULE V

Credit units : 3

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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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02/03/15 CB MODULE V 5

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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