1. By Group 9- Sakshi Gupta Devanshu Gupta Lakshmi Warrier Priyojeet Kushagra Anand Saurabh Singh

2. Friends Family Opinion Leaders 3. The process by which one person (Opinion Leader) informally influences the action or attitudes of others who may be opinion seekers or merely opinion recipients. How to use a specific product ? Which of several brands is best ? Which is the best place to shop ? 4. One influential persons word of mouth tends to affect the buying attitude of two other people on an average Incase of Online, this figures goes up to 8 people on an average. In a study of 7000 consumers in seven European countries, 60% were influenced to use a new brand by family and friends. If you need to reach 2 million people then you just need to reach the right 2000 in the right way and they will help you reach 2 million 5. Expensive, Risky & Infrequently Purchased Products Laptops Automobile Real Estate Financial Investments Health Care Products suggests Users Status or Taste Restaurants Travel Destinations / Hotels Lifestyle Products Golf accessories 6. self-designating method sociometric method closed community and ask people what they think about something key informant method these are the central people objective method 7. They have a keener level of interest More knowledgeable about the product category Tend to be more innovative about their purchases than their followers Are non-conforming, more self-confident, more sociable and cosmopolitan and socially higher on perceived risk. 8. Opinion leaders tend to be younger, often with more education, higher income and higher occupational status Opinion leaders for movies tend to be young and single Opinion leaders for food purchase have been found to be predominantly married In contrast, those for giving information and advise on medical services are predominantly unmarried 9. Diffusion of Innovations Innovators- venturesome, the visionaries, the wild-eyed revolutionaries, adoption is a no-brainer. Early Adopters- respectable opinion leaders. They can function effectively as evangelists and missionaries. Early Majority- willing to make safe investments. Late Majority- skeptical Laggards- falling behind 10. Who are they? 11. Is an individual who influences clients innovation-decisions in a direction deemed desirable by a change agency Change agents use opinion leaders in a social system as their lieutenants in diffusion activities 12. Are usually professionals with a university degree in a technical field They are heterophilous from their typical clients 13. Develop a need for change Establish an information exchange relationship Diagnose a problem Create a intent to change Translate an intent into action Stabilize adoption and prevent discontinuance 14. Change agents tend to reach the first few adopter categories Innovators 20 Early Adopters 15 Early Majority 12 Late Majority 5 Laggards 3 15. Fail to penetrate to lower adopter categories because Elite clients are homophilous with change agents Lower status clients are socio-economically different from change agents heterophily gap impedes communication 16. Is the degree to which an individual is able to influence other individuals attitudes or overt behavior in a desired way with a relatively high frequency 17. Opinion leadership is not a trait High knowledge of particular subjects and media experts These people absorb certain media messages and inform their friends, families, and peers Opinion leaders are not politicians and clergy and the like (although they can be) 18. Magnify the change agents efforts Give sanction and credibility to new ideas Have followers In some cases if opinion leaders adopt an innovation, it is impossible to stop its diffusion 19. Innovators are first to adopt a new idea They are often perceived as deviant in norms Behavior does not necessarily convince average members to adopt 20. Innovators are mistaken for opinion leaders If opinion leaders are too innovative then they are perceived as too close to change agents and become less credible 21. AUTOMOBILES 22. AUTOMOBILES 23. AUTOMOBILES 24. AUTOMOBILES 25. AUTOMOBILES 26. AUTOMOBILES 27. Colgate toothpaste Entered the toothpaste market when it was monopolized by the likes of Pepsodent. Colgate went on to be the highest selling toothpaste in the year. Stronger, Healthier Teeth. Fights against gums. Attract people on protection, whiteness, calcium and freshness in the toothpaste category. Freshness concept by Gautam Gambhir, Jennelia DSouza and Shahid Kapoor. 28. Opinion leaders for colgate Mothers. Dentist. Advertisements showing it as paste for complete protection. 100% vegetarian sentiment. Free Cavity Check-up. 29. OPINION LEADERS FOR AXE YOUNGSTERS MALE ASPIRERS,SEEKERS AND STRIVERS HIGHLY SOCIAL CREATES ATTRACTION 30. TRAITS ANDCHARACTERISTICS OF THE OPINION LEADERS OFAXE REGULAR TELEVISION VIEWER SPORTSPERSON EXTROVERT FASHIONABLE, STYLISH AND NAUGHTY OFTEN GROUP LEADER GROOMING PRODUCT 31. RELEVANCE OF THESE OPINION LEADERS BASIC OBJECTIVE:- ATTENTION FROM WOMEN 32. Amitabh bacChan Provides knowledge and advice. Narrate personal experiences about product and service offerings. Able to advise on the good or bad, Guarantee social approval and appreciation. Influence consumption patterns and consumption behavior of others. 33. How is he an opinion leader Subject experts and have tremendous knowledge . He is self-confident, extrovert and gregarious just like in advertisements of Boroplus , Dairy Milk and Nano Clean. Opinion Leaders like Amitabh Bachhan would recommend a product and/or brand that he has been able to monetarily afford and use and it would also be something that the Receivers/ Seekers can also afford. Kuch Meetha ho JaayeDairy Milk Safed teeka-taaki sardi ki nazar na lage--Boroplus 34. In 2003 associated with Juhi Chawla!!! 35. Tedha hai Par Mera hai Pepsico wanted Kurkure more traditional then Lays. 36. Identified with fun and FOR !!!Everyone 37. You and your partner/friend have decided to go out to dinner and want to try some place new. How do you choose which restaurant to go to? 38. WORD OF MOUTH 39. Two Edged Sword THE WOOOORD OF MOUTH