“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
 CONTENT
 Introduction

 Literaturereview
 Research Methodology

 Findings

 Recommendation

 Conclusion

 Bibliography

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INTRODUCTION ABOUT THE
TOPIC

 What is Opinion Leader?

According to SCHIFFMAN
Opinion Leadership is the process by which one person informally influence
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.

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INTRODUCTION ABOUT THE
TOPIC

 Why select this topic???

4
 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 likelihood of 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”.
That’s why the concept of opinion leadership has been utilized largely as a
predictive device.

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 REVIEW OF LITERATURE
 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 consumers purchase 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 in spreading
word of mouth message were adopted by opinion leaders to suite their largest
audience.

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 REVIEW OF LITERATURE
 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 information seeking 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.

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 REVIEW OF LITERATURE
 We studied another article on opinion leader published in the people’s 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 as the 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.

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 RESEARCH METHODOLOGY
 Problem Statement: -
To know the effect of opinion leader’s 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)

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 RESEARCH METHODOLOGY
 Research design: - Descriptive - Cross Sectional design

 Data collection method: -

 Secondary data: - Earlier research, books, Journals, internet.
 Primary data: - Questionnaire

 Sampling Design: -
 Sample size: - 300
 Sampling Method: Probability Stratified sampling

 Data analysis and interpretation: -

Frequency analysis, T-test.
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 ANALYSIS
 link
 FINDINGS
o Most of the respondents are disagree that they don’t like to talk to other
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 is accepted.(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
people’s 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)

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 In mobile highest 118 respondents give 1st rank to friend for opinion giver
and 109 respondents give 8th rank to commercial sources 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 male’s opinion and Female’s

opinion about opinion seeking for mobile and Computer. (Independent
t-test 1)

o There is no significance difference between PG student’s opinion and

UG student’s opinion but one exception is that there is significance
difference in talk to other before buying computer/mobile.
(Independent t-test 2) 12
 RECOMMENDATION
 Marketer should use same strategy for male and female
as well as for PG student and UG student for opinion
seeker.

 Marketer should use expert as opinion giver for

computer.

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 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.

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 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

 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 24th January 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)

l
 Article on opinion leader published in the people’s 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)
Thank
you