MOD 4
MOD 4
Part 1: Review Questions:
1. What is an opinion leader? Discuss how marketers attempt to use opinion leaders to help sell their products? Provide examples?
Opinion leaders refer to the individual whose behavior and ideas serve as the model to others. These are those people who have the active voice in a community. They have the power to influence the attitude and change the behavior of the followers. For example, the beauty products are advertised by film actresses because have certain followers and may influence the purchase decision of the buyers. Another example could be the famous dentist advertising for the toothpaste. It depends mostly on the word of mouth and the minimum publicity. It usually works on reviews and recommendations.
2: Name and describe the types of buying decision behavior and describe a personal example for each.
Buying decision behavior is classified into four types which are as follows:
1. Complex Buying Behavior – is the type of behavior where the consumer shows the high level of involvement during the purchase decision. This behavior is usually found where the prices of the product are high, risky and may possess low quality which is not easily serviceable. For example, laptops and mobiles are provided by many vendors in various price range and features. For a normal user it is very difficult to feel comfortable to buy the specific brand.
2. Dissonance reducing Buying Behavior – is the consumer buying behavior where the prices of the product are too high and the purchases are very infrequent. After the purchasing decision, the consumer may face certain degree of dissonance after the purchase decision. For example, purchase of the floor tiles, where there is not significant differences in the available brands.
3. Habitual Buying Behavior – In this behavior the involvement of the customer is low but there are differences among the names of the brand. For example, purchase of match box or gas lighter.
4. Variety Seeking
Part 1: Review Questions:
1. What is an opinion leader? Discuss how marketers attempt to use opinion leaders to help sell their products? Provide examples?
Opinion leaders refer to the individual whose behavior and ideas serve as the model to others. These are those people who have the active voice in a community. They have the power to influence the attitude and change the behavior of the followers. For example, the beauty products are advertised by film actresses because have certain followers and may influence the purchase decision of the buyers. Another example could be the famous dentist advertising for the toothpaste. It depends mostly on the word of mouth and the minimum publicity. It usually works on reviews and recommendations.
2: Name and describe the types of buying decision behavior and describe a personal example for each.
Buying decision behavior is classified into four types which are as follows:
1. Complex Buying Behavior – is the type of behavior where the consumer shows the high level of involvement during the purchase decision. This behavior is usually found where the prices of the product are high, risky and may possess low quality which is not easily serviceable. For example, laptops and mobiles are provided by many vendors in various price range and features. For a normal user it is very difficult to feel comfortable to buy the specific brand.
2. Dissonance reducing Buying Behavior – is the consumer buying behavior where the prices of the product are too high and the purchases are very infrequent. After the purchasing decision, the consumer may face certain degree of dissonance after the purchase decision. For example, purchase of the floor tiles, where there is not significant differences in the available brands.
3. Habitual Buying Behavior – In this behavior the involvement of the customer is low but there are differences among the names of the brand. For example, purchase of match box or gas lighter.
4. Variety Seeking