Quiz on Buying Patterns and Behaviors of Influencers
Activity 4.6 - Assignment: Module 4 Review
Part 1: Review Questions
What is an opinion leader? Discuss how marketers attempt to use opinion leaders to help sell their products? Provide examples?
Opinion leaders are individuals whose behavior and ideas are looked up to and are considered a model for others to base/reflect their own behavior and ideas or ideals and opinions on. These individuals have a way to influence others who follow them. Marketers attempt to use them to help sell their products for a particular target market most times because those within that target market can be more influenced if an opinion leader within their niche advertises a product. For example, Pink! ---the female singer who is known for her attitude of individuality and giving her all during performances---was hired by Maybelline to advertise their make-up products. Maybelline’s market target is mostly women who wear make-up and want to look beautiful, as their slogan suggests, “Maybe she was born with it or maybe it’s Maybelline.” So if those who follow the successful artist are influenced by here, then they may be more attracted to using Maybelline’s products compared to any alternative.
Name and describe the types of buying decision behavior and describe a personal example for each.
The types of buying decision behavior are as follows: (1)problem/need to be recognized, (2)information search, (3)evaluation of alternatives, (4)purchase decision, and (5)post purchase behavior.
The first phase is the need of the consumer to purchase or seek a product which outweighs their wants; or what motivates them to purchase. The second phase is the information that the consumer has in relation to what they’re seeking or looking at such as a consumer knows that they need a ¾” wrench to turn a particular bolt to fix something. However, their information may or may not be limited to what they personally know when it comes to performing the job, but it may be limited to which brand to buy.
Part 1: Review Questions
What is an opinion leader? Discuss how marketers attempt to use opinion leaders to help sell their products? Provide examples?
Opinion leaders are individuals whose behavior and ideas are looked up to and are considered a model for others to base/reflect their own behavior and ideas or ideals and opinions on. These individuals have a way to influence others who follow them. Marketers attempt to use them to help sell their products for a particular target market most times because those within that target market can be more influenced if an opinion leader within their niche advertises a product. For example, Pink! ---the female singer who is known for her attitude of individuality and giving her all during performances---was hired by Maybelline to advertise their make-up products. Maybelline’s market target is mostly women who wear make-up and want to look beautiful, as their slogan suggests, “Maybe she was born with it or maybe it’s Maybelline.” So if those who follow the successful artist are influenced by here, then they may be more attracted to using Maybelline’s products compared to any alternative.
Name and describe the types of buying decision behavior and describe a personal example for each.
The types of buying decision behavior are as follows: (1)problem/need to be recognized, (2)information search, (3)evaluation of alternatives, (4)purchase decision, and (5)post purchase behavior.
The first phase is the need of the consumer to purchase or seek a product which outweighs their wants; or what motivates them to purchase. The second phase is the information that the consumer has in relation to what they’re seeking or looking at such as a consumer knows that they need a ¾” wrench to turn a particular bolt to fix something. However, their information may or may not be limited to what they personally know when it comes to performing the job, but it may be limited to which brand to buy.