bhavesh new

8/7/2019 Bhavesh New

1/19

A STUDY OF OPINION LEADERSHIP AMONG TWO

PRODUCT CATEGORIES( Mobile, Computer.)

By:

FALGUN HIRAPARA(09MBA12)

BHAVESH VORA(09MBA54)

Guided By:

Mr. JITESH PARAMAR

SHRIMAD RAJCHANDRA INSTITUTE OF MANAGEMENT AND

COMPUTER APPLICATION


2/19

2

CONTENT

Introduction

Literature review

Research Methodology

Findings

Recommendation

Conclusion

Bibliography


3/19

3

INTRODUCTION ABOUT THE TOPIC

What is Opinion Leader?According to SCHIFFMAN

Opinion Leadership is the process by which one person informallyinfluence the actions or attitudes of others, who may be opinion seekers

or opinion recipients.

What is Opinion Seeker?Opinion seeker (Recipient) is individuals who actively seek

information & advice about products from others.


4/19

4

INTRODUCTION ABOUT THE TOPIC

Why select this topic???


5/19

5

REVIEW OF LITERATURE

We studied article on Why not create opinion leaders for new

product introductions? by Joseph R. Mancuso.(1969)

The purpose of this article is to improve the understanding of the

process of introducing a new products or services and to suggest a

technique & conceptual framework designed to increase the likelihoodof new product success.

The technique described deals with the creation of opinion

leaders because they were found that Business spends $ 10 billion per

year in the development & introduction of new products, & 80% of all

new product fail.

Thats why the concept of opinion leadership has been utilized

largely as a predictive device.


6/19

6


We studied report on opinion leaders & word of mouth by Patrik

Lerud, at LUND UNIVERSITY.(2007)

This research aims at identifying the opinion leaders in order to

study their behaviour, characteristics, their role, within the word of

mouth process & what importance they have upon another consumerspurchase decisions.

This research applies a mixed philosophy & methods, integrating

both qualitative & quantitative aspects, primary data have been

collected using a questionnaire.

The result from the study show that opinion leaders are strong inspreading word of mouth message were adopted by opinion leaders to

suite their largest audience.


7/19

7


We studied research paper on Opinion Leaders as a segment for

marketing communication By Isabella M. Chaney.

From the paper we found that opinion leaders are important

disseminators of information.

The importance of information from articles, books & television

programmes is significantly associated with opinion leadership status is

significantly associated with technical information on wines.

The group is an important segment on whom producers should

focus their attentions. Identifying them cannot be undertaken

demographically but, they should be isolated by their informationseeking behaviour. Targeting them by ensuring a constant flow of wine

journalism of a more technical nature will feed their quest for

information with which to impress and influence others.


8/19

8


We studied another article on opinion leader published in the

peoples choice by Katz & Lazarsfeld in 1955, US.

The study was conducted through questionnaires. The result

presented from this study was that 70% of the respondent who had

been given advice, remembered the person giving it to them as well asthe information given.

The study also concluded that some information went too directly

from mass media to all people & that personal influence was given as a

supplement.

The result made them divide opinion leaders into two groups,those who select & transmit information right after it appears &

secondly those who spread information. Further after being influenced

them by word of mouth.


9/19

9

RESEARCH METHODOLOGY

Problem Statement: -

To know the effect of opinion leaders suggestion on

opinion seeker, so that marketer does not spend blindly on

advertisement.

Research objective: -

To study opinion leadership among two categories product

( Mobile, Computer)


10/19

10

RESEARCH METHODOLOGY

Research design: - Descriptive - Cross Sectional design

Data collection method: -

y Secondary data: - Earlier research, books, Journals,

internet.y Primary data: - Questionnaire

Sampling Design: -

y Sample size: - 300

y SamplingMethod: Probability Stratified sampling

Data analysis and interpretation: -

Frequency analysis, T-test.


11/19

ANALYSIS

link


12/19

o

Most of the respondents are disagree that they dont like to talk toother before they computer because significance value (0.019) is

less than 0.05 i.e Null hypothesis is accepted.(t-test Q4)

Most of respondents are agree to feel more comfortable buying

mobile when they gotten other peoples opinion on it because

significance value (0.025) is less than 0.05 i.e Null hypothesis isaccepted.(t-test Q10)

Most of respondents are agree that they feel more comfortable

buying computer when they gotten other peoples opinion on it

because significance value (0.021) is less than 0.05 i.e Null

hypothesis is accepted. (t-test Q10)

Most of the respondents are disagree that When they choose

computer other peoples opinions are not important to them

because significance value (0.006) is less than 0.05 i.e Null

hypotheses is accepted.(t-test Q12)

FINDINGS

9


13/19

In mobile highest 118 respondents give 1st rank to friend for

opinion giver and 109 respondents give 8th rank to commercialsources for opinion giver. (Frequency analysis Mo)

In Computer highest 91 respondent give 1st rank to Expert for

opinion giver and 106 respondents give 8th rank to Mother for

opinion giver. (Frequency analysis Com)

There is no significance difference between males opinion and

Females opinion about opinion seeking for mobile and

Computer. (Independent t-test 1)

o There is no significance difference between PG students

opinion and UG students opinion but one exception is that there

is significance difference in talk to other before buying

computer/mobile.(Independent t-test 2) 12


14/19

RECOMMENDATION

Marketer should use same strategy for male and femaleas well as for PG student and UG student for opinionseeker.

Marketer should use expert as opinion giver for

computer.

14


15/19

CONCLUSION

From the finding we conclude that respondents are not

opinion leader for both mobile & Computer but they

are opinion seeker for Mobile and Computer.

16


16/19

BIBLIOGRAPHY

o Schiffman and Kanuk (2003) Consumer Behaviour. Pearson

IX Edition

o Cooper Donald R.& Schindler Pamela S. (2003) Business

Research Methods. Tata McGraw Hill Edition.

o Malhotra Naresh & Dash S(2006) Marketing Research.

Pearson V Education.

o Nargundkar Rajendra(2006) Marketing Research.2nd

Edition


17/19

Article on Why not create opinion leaders for new product

introductions? by Joseph R. Mancuso.(1969)

(Retrieved from : http://www.jstor.org/pss/1248476) (Retrieved on 22nd

January 2011)

Report on opinion leaders & word of mouth by Patrik Lerud, at

LUND UNIVERSITY.(2007)

(Retrieved from : http://d13662120.u172.surftown.se/wp-content/uploads/a-case-study-of-masai-barefoot-technology-

shoes.pdf) (Retrieved on 24thJanuary 2011)

Research paper on Opinion Leaders as a segment for marketing

communication By Isabella M. Chaney.(Retrieved from : http://www.slideshare.net/sk_prince/role-of-

opinion-leaders-in-purchase-decisions) (Retrieved on 24th January

2011)


18/19

Article on opinion leader published in the peoples choice by Katz

& Lazarsfeld in 1955, US.

(Retrieved from :

http://ivythesis.typepad.com/term_paper_topics/2010/02/literature-

review-opinion-leader-and-word-of-mouth.html ) (Retrieved on 26th

January 2011)


19/19

Thank you

bhavesh new

Documents