Page 195 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes
Figure 14.1: Situations in which People Seek an Opinion Leader
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Individuals are more likely to seek information and advice from opinion leaders when their
involvement in product or purchase situation is high and they possess limited information
about an important decision.
Individuals are less likely to seek opinion leaders when their involvement in a purchase situation
is low. However, opinion leaders may well volunteer information about low-involvement
products as well, such as detergents or toothpaste. Group members also provide information to
each other through observable product use. For example, a person may observe the use of a
camcorder at a friend’s place and the pictures being shown on the television screen. The person
learns that her/his friend likes this product and gains personal experience with it.
14.1.2 Marketing Implications
An obvious fact is that consumers talk to other consumers about their personal experiences with
products, services and retail stores. Therefore, it is extremely important that marketers pay
serious attention to product quality and service and meet or exceed consumer expectations with
regard to their products or services. The firm must make arrangements to respond to customer
complaints quickly and fairly.
Stimulating opinion leadership involves having an acknowledged opinion leader. Opinion
leaders may also be used in advertising as spokespersons. Although their influence may be less
effective when it is delivered through a marketer-dominated than a non-marketer dominated
source, their expertise and association with product or service can still make them effective. For
example, spokespersons dressed as doctors are used in ads to communicate about toothpaste
benefits. Attractive movie actresses, Miss World or Miss Universe are used as spokespersons for
beauty care products. Marketers can also target consumers and ask them to refer to a
knowledgeable opinion leader such as a doctor about how the advertiser’s product can help the
consumer.
Example: The print ad of Colgate Total toothpaste says, “Approved by independent
dental associations in 30 countries.” Marketers may target experts in their fields, such as doctors,
to help consumers learn about health related products and services.

Sending a sample of a product to a group of potential and influential customers, such as beauty
care clinics, can help generate communications concerning the product from opinion leaders.
Cosmetic manufacturers can create “advisory boards” composed of skin and beauty care experts
from their target market, clothing stores can also constitute “fashion advisory boards’ from
their target market. Sales people and retailers can encourage their current customers to pass
along information to friends and other potential new customers.

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