jyoti consumer behaviour ppt
TRANSCRIPT
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CONSUMER BEHAVIOUR
Assignment1
Submitted by:
Jyoti Solanki
0111pg093
Submitted to:
Christopher Doyle
(Project No. 43)
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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?
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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.
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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.
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CHARACTERISTICSOF OPINIONLEADER
Reduce risk first to buy
Technically Competent
Knowledge power
Legitimate power
Similar Values referent power
Greater knowledge of innovation.
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COLLECTINFORMATIONABOUTCUSTOMERS:-
Secondary Data Census
Syndicated services
Database marketing
Primary Data
Survey research
Experimental Research
Observational Research
Qualitative Research: Focus groups, projectivetechniques
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STIMULATESALESOFTHEBRAND
Focus on Niche markets
Repackage your offerings
Sell proprietary products
Differentiate yourself
Get rid of underperformers
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FACTORSIMPORTANTFORMARKETINGMANAGERARE:
Consumer behaviour Research
Customer oriented Marketing strategies
Measuring factors that influence consumerpurchase
Market segmentation
Positioning
Focus on individual consumer
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IDENTIFYING OPINIONLEADER
Self-Designating Method
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IDENTIFYING OPINIONLEADER
Sociometric Method:-
Referral Behavior
Network Analysis
Referral Network
Tie Strength
Bridging Function
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COMMUNICATIONPROCESSOFOPINIONLEADER
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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
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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
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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.
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