The role of opinion leaders in influencing consumer behaviors 46 community according to their own understandings. This article analyzes the role of opinion leadership in farmers. Opinion leaders are commonly targeted by marketers because of the influence they wield over other consumers. Extension should consider utilizing opinion leaders to disseminate information and promote the local food movement, thereby increasing the demand for local products and thus the number of farms participating in local markets. May 02, 2011 a project report on rural marketing 1. Pdf the importance of opinion leaders in agricultural extension.
News rural marketing, rural news india, agriculture news. Rural marketing in the development paradigm article pdf available in international journal of rural management 12. Strategies to be followed in indian rural market a marketing strategy. The role of women producer organizations in agricultural value chains practical lessons from africa and india by aziz elbehri and maria lee aziz elbehri is a senior economist in faos trade and markets division and maria lee is an fao consultant.
Solar home systems for rural electrification in developing. This applies when a leaders influence is limited to one specific topic. The companies like bsnl, airtel, and reliance etc have given maximum attention on villages for expansion of network. Usage of opinion leaders as a marketing tool in rural markets of. This is a typical leadership style of modern industrial societies characterized by specialization of roles and division of. To explore and understand rural market is crucial for any marketers today. Role of it in rural marketing authorstream presentation. It covers the learning needs of all parts of the renewable natural resources rnr sector, including e.
Opinion leadership is defined as the process in which one person influences the attitudes or actions of other person informally, who may be identified as opinion leader. The roles of change agents and opinion leaders in the. Acropdf a quality pdf writer and pdf converter to create pdf files. Role of retailer role of opinion leaders for durables opinion. Pdf opinion leadership in indian villages and diffusion of e. Reference groups in consumer buying role of reference groups. The laggards are last, and tend to have traditional, conservative values and low incomes. The role of opinion leaders in influencing consumer behaviors. The importance of opinion leaders in agricultural extension. A project report on rural marketing submitted in the partial fulfillment of the award of pg degree of master of business administration session 200809submitted to. But the task of making use of them for marketing campaigns is complicated by the fact that they are discriminating consumers. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole. Opinion leaders talk about things that they are genuinely excited about, she says. Although the two are similar in some respects, they may involve diff erent types of outlook, skills, and behaviours.
Social networks, both interpersonal and virtual, are known to have a strong influence on peoples life, behavior, and choices. Role of opinion leaders in purchase decisions slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Diabetes training programs together with governments, ngos, and opinion leaders to promote the latest thinking among physicians on diabetes prevention, screening, treatment, and patient communication targeting smaller cities 220,000 sessions to date diabetes bus program to raise patient awareness and provide onsite advice. Reference groups in consumer buying hints that as a consumer, your decision to purchase and use certain products is influenced by reference also. Marketers need to understand the psychology of the rural consumers and then act consequently. Opinion leaders play their role when people look for products to purchase, use and to evaluate. Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives. Concretely, development banks provide finance for longterm investment, including in capitalintensive industries.
Various groups in villages determine the pattern of leadership in villages. Rekha bhagat principal scientist department of agricultural extension indian agricultural research institute new delhi 110012 contents concept and meaning of leadership importance of rural leadership charismatic rural leaders why people like to become leader. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing, processing of select. Rural marketing determines the carrier of business activities from urban sectors to the rural regions as well as the marketing of various products manufactured by the non. The roles of change agents and opinion leaders in the diffusion of agricultural tehcnologies in vietnam. As public give more care to the health of kids and children, they always seek advices from the general practitioners and doctors who are the opinion leaders in this case. Outside of specific communities, celebrities are often defined as. Variants of polymorphic opinion leadership include market mavenism, personality strength and generalized opinion leadership. Whether its a product or a politician, opinion leaders can often sway other community members toward their own views. Agricultural extension education rural leadership dr.
The role of opinion leaders in influencing consumer. Role of retailer role of opinion leaders for durables opinion leaders like sarpanch, village elders and educated youth of the village. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. Some may make a career out of influencing their audience, impacting their feeling about industry trends and current events, as well as affecting their consumer behavior. The findings included the fact that opinion leaders actually played a major role in. Functions of iducation include imparting social change, improving individual social position and standard of living.
Social media its impact with positive and negative aspects. The emergence of rural markets as highly untapped potential emphasizes the need to explore them. The role of opinion leadership could be seen in the following examples. Marketing and communication literature distinguishes two types of opinion leadership. Klingemann and rommele 2002 add to the discourse by arguing that opinion leaders interpret the information they obtain from the mass media according to their own cultural and social contexts. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. This influence can take any direction, negative or positive, conservative or destructive, depending on the network dynamics and trends. What is rural marketing and how do you define rural markets. Get the updates on ongoing ruralagricultural marketing, campaigns and news related with rural industries including investment, opportunities and profitability etc news rural marketing, rural news india, agriculture news india, agriculture articles rural marketing. Recognizing the structural problem of the indian agricultural market, itc. In 2008, we ran a fourpart series on leadership in the center for rural affairs newsletter. This means that in the assessment of the quality or effectiveness of leadership in schools. A more recent organization that is an influential opinion leader is cnet, which evaluates consumer electronics.
They offer informal advice about the product or service. The next two groups of people to adopt are the early majority and late majority. Opinion leaders are used as role models in the adoption of innovations. Social media is a platform for people to discuss their issues and opinions. Get the updates on ongoing rural agricultural marketing, campaigns and news related with rural industries including investment, opportunities and profitability etc news rural marketing, rural news india, agriculture news india, agriculture articles rural marketing. Rural marketing in india is sometimes mistaken by people who think rural marketing is all only about agricultural marketing. The role of leaders in internal marketing article pdf available in journal of marketing 732.
Leadership is no longer considered a role attached to one specific individual within the organizational hierarchy but rather distributed across a number of individuals within the organization firestone, 1996. Typically, others look to them as role models and imitate their adoption decisions. Vivekananth a, role of marketing in modern organizations icam 2015 one can see that marketing plays a very important role in the success of a company. 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. The communication is informal and interpersonal in nature which happens between those who are not associated with the commercial selling source directly. Leadership in rural areas functions amidst of small. The role of marketing section b2e of the paper fab study guide states that candidates should be able to describe the roles and functions of the main departments in a business organisation. The impact of opinion leader on consumer decision making. In the marketing communication process of elianas kitchen, opinion leaders has important role. Butler, r 1923 in one of the early marketing texts discussed the importance of wordofmouth communication in securing product acceptance among consumers. Southern new hampshire university, malaysia abstract this research intends to explain effective leadership and how it can bring positive. Sep 29, 2005 role of salesperson we mentioned in the beginning of this chapter the important contribution of a salesperson to the society and to the organization,let us now further elaborate and examine the role that he or she plays or is expected to play in the contemporary market situation the outset it is necessary to note that the salesperson has an obligation to the customer and his organization. Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market.
Typically it has been funded as a public good by the various ministries concerned with rnr and education. Chakrabarti 20 and gielens 2012 affirm that opinion leaders play a major role in influencing the way opinion seekers behave or act with respect to making purchases in the services and goods markets. They found that urban and rural markets significantly differ from. South african journal of agricultural extension, 342. So far, there is little consensus as to the degree these concepts operationalize the same or simply related constructs. Pdf we can observed that opinion leaders tend to have access to mass media information and. Unlike opinion leaders, opinion seekers do not have the same knowledge of and interest in a product category than opinion leaders in this segment do goldsmith, 2000. If you continue browsing the site, you agree to the use of cookies on this website.
Opinion leadership meaning definition characteristics. Rural marketing has become the latest mantra of most corporate. Role of salesperson we mentioned in the beginning of this chapter the important contribution of a salesperson to the society and to the organization,let us now further elaborate and examine the role that he or she plays or is expected to play in the contemporary market situation the outset it is necessary to note that the salesperson has an obligation to the customer and his. Leaders are the lifeblood of small towns and rural communities. Shareholder model the purpose of the corporation is to promote shareholder value. Oct 28, 2019 the role of opinion leaders in marketing opinion leaders have established authority in a given area, market, or industry. Coming to the frame work of rural marketing, rural marketing broadly. The role of opinion leaders in marketing opinion leaders have established authority in a given area, market, or industry. Introduction of rural marketing 51 factors contributing to the change in the rural market rural communication internet and mobile have played the most important role for the growth of rural markets. Agricultural marketing agriculture, in the broadest sense means activities aimed at the use of natural resources for human welfare. A project report on rural marketing linkedin slideshare.
This influence can take any direction, negative or positive, conservative or destructive, depending. The rural markets are growing at above two times faster pace than urban markets. Rust the role of marketing as marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. The larger conclusion, mayzlin says, is that opinion leaders are better than the rest of us at propelling word of mouth about brands. Reference groups as seen above have the greatest influence with the closest personal connection with customers. Opinion leaders do also absorb risk solomon and rabolt, 2009 for opinion seekers when buying a new product. Social media its impact with positive and negative aspects shabnoor siddiqui mats university raipur c. Concretely, development banks provide finance for longterm. Perceived health benefits of local food university of florida. The role of opinion leaders in the diffusion of new. Our parents, our families, and our friends play a role. Opinion leaders are individuals or organizations in a community whose opinion in a specific subject matter is respected and can influence. The role of agricultural education in improving the. Nov 05, 2010 role of opinion leaders in purchase decisions slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Especially in rural areas opinion leaders are held in high esteem by those who. Usage of opinion leaders as a marketing tool in rural markets of india. This brings out the significant role of opinion leaders in influencing rural consumer. Perhaps the most wellknown opinion leader for consumers is the magazine consumer reports, which engages in product testing, evaluation, and recommendations. The success or failure of community development efforts often rests with the degree of leadership local citizens are willing to provide. Leadership in rural areas requires particular traits. Good managers should strive to be good leaders and good leaders, need management skills to be eff ective. In villages, the degree of interaction between the leader and villagers is high. Finance, operations and other business functions will not matter much if there isnt good enough demand for.