jyoti consumer behaviour ppt

7/31/2019 Jyoti Consumer Behaviour Ppt

1/15

CONSUMER BEHAVIOUR

Assignment1

Submitted by:

Jyoti Solanki

0111pg093

Submitted to:

Christopher Doyle

(Project No. 43)


2/15

PROJECTTOPIC

AS a Marketing manager for a new brandof diet hot chocolate, you want to use anopinion leader to stimulate sales of the

brand. How would you identify anopinion leader & what strategies do youhave for using an opinion leader in yourmarketing communications program?


3/15

At the end of this presentation, the learning outcomesare:

Who is the Opinion leader ?

How to identify the opinion leader.

How to use an opinion leader to stimulate sales ofthe brand.

Strategy used by opinion leader in marketingcommunication program.

Opinion leader Skills used by a Marketing Managerfor a new brand of diet hot chocolate.


4/15

OPINIONLEADER Opinion leader (or word-of-mouth communications) is

the process by which one person (the opinion leader)informally influences the actions or attitudes of others,who may be opinion seekers or opinion recipients.

Influential members of a community,group,or society towhom others turn for advice,opinions,and views.

An Opinion leader is also known as Influential, who is

someone who has the power to informally manipulateattitudes & behaviors of other individuals. The concepthas been researched by Robert Merton in 1949 & latelydeveloped by Katz & Lazarsfeld.


5/15

CHARACTERISTICSOF OPINIONLEADER

Reduce risk first to buy

Technically Competent

Knowledge power

Legitimate power

Similar Values referent power

Greater knowledge of innovation.


6/15

COLLECTINFORMATIONABOUTCUSTOMERS:-

Secondary Data Census

Syndicated services

Database marketing

Primary Data

Survey research

Experimental Research

Observational Research

Qualitative Research: Focus groups, projectivetechniques


7/15

STIMULATESALESOFTHEBRAND

Focus on Niche markets

Repackage your offerings

Sell proprietary products

Differentiate yourself

Get rid of underperformers


8/15

FACTORSIMPORTANTFORMARKETINGMANAGERARE:

Consumer behaviour Research

Customer oriented Marketing strategies

Measuring factors that influence consumerpurchase

Market segmentation

Positioning

Focus on individual consumer


9/15

IDENTIFYING OPINIONLEADER

Self-Designating Method


10/15

IDENTIFYING OPINIONLEADER

Sociometric Method:-

Referral Behavior

Network Analysis

Referral Network

Tie Strength

Bridging Function


11/15

COMMUNICATIONPROCESSOFOPINIONLEADER


12/15

STRATEGYUSEDINCOMMUNICATIONPROCESS

Word-of-mouth communication:-

Much information about products & services isactually conveyed by individuals on an informalbasis called Word-of-Mouth Communication(WOM).

Factors that Encourage WOM are:

Person is Highly Involved With the Product

Person is Highly Knowledgeable About the Product

Person Has a Genuine Concern for Someone Else


13/15

Guerilla Marketing:- Unconventional marketingintended to get maximum results from minimalresources.

Viral Marketing:- Marketing phenomenon thatfacilitates and encourages people to pass along amarketing message. Viral marketing depends on ahigh pass-along rate from person to person.

THE DOMINANCEOF WOM


14/15

NEGATIVEWORD-OF-MOUTH

Negative Word-of-Mouth:

Is weighted more heavily by consumers thanpositive comments.

Has been shown to reduce the credibility of thefirms advertising.

May influence consumers attitudes towards aproduct as well as their intention to buy it.

Rumors are the chief form of negative WOM.

Rumors often results in Boycotts of products,companies or services.


15/15

jyoti consumer behaviour ppt

Documents