OPINION LEADERSHIP

NARSHIMA
SANJEEV
SHARAD
KARTIK
RUBI
 INTRODUCTION
• Opinion leaders are those people who, in a given situation
are able to exert personal influence. They are the ones most
likely to influence others through word-of-mouth
communication because others seek advice and information
from them.

• Opinion leaders can informally influence the behaviour of

consumers towards products or services, either positively or
negatively.
An Opinion Leader is Someone Who is Knowledgeable About
Products and Whose Advice is Taken Seriously By Others.

ARE TECHNICAL LY
COMPETENT AND
HAVE EXPERT HAVE
POWER PRESCREENED,EV
ARE OFTEN ALUATEDAND
AMONG THE SYNTHESIZED
FIRST TO BUY THE PRODUCT
PRODUCT OPINION INFORMATION

LEADERS

ARE SIMILAR TO
THE CONSUMER ARE SOCIALLY
VALUES AND ACTIVE IN THEIR
BELIEFS COMMUNITY
Characteristics of opinion leaders

ARE OPINION
OWN MORE
SEEKERS
CLOTHINING INNOVATORS
WITH
ABROADER
RANGE OF
STYLE
KEY
CHARACTERSTICS OF
EARLY
OPINION LEADERS
LIKE MUSIC COMMUNICATORS
AND
MAGAZINES

APPEARANCE
CONSCIOUS SOCIALLY
AND ACTIVE
NARCISSISTIC
 ADDITIONAL CHARACTERISTICS
• Same social class position
• Great exposure to mass media
• High interest and knowledge
• gregarious
• Logical findings
• For eg: opinion leaders to ladies fashion could
be expected to have greater exposure to
magazines such as Femina and Women’s Era etc
 Situation in which people seek an opinion
leadership
KNOWLEDGE ABOUT PRODUCT & SERVICES

HIGH LOW
HIGH
Product/purchase
MODERATE HIGH
involvement

LOW MODERATE
LOW
Scale to identify Market Maven

I like introducing new brands and products to my

friends
I like helping people by providing them with
information about many kinds of products
People ask me for information about products,
places to shop , or sales
If someone asked me where to get the best buy on
several types of products, I could tell him or her where
to shop
My friends think of me as a good source of
information when it comes to new product or sales
Methods of measuring opinion leadership

• Self-designating method
• Sociometric method
• Key information method
• Objective method