CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS
ABSTRACT
This study seeks to analyse the impact of the notion of opinion leadership on the marketing of fashion products in Anambra State. (A case study of the Onitsha metropolis).
The researcher study was done in Anambra State, with Onitsha as the case study.
The research study was also aimed to determine whether and how managers at various fashion firms perceive and use opinion leaders in product marketing.
The researcher chose two markets in Onitsha metropolitan, man market in Onitsha North and Ochanja market in Onitsha South, to gather information from fashion goods sellers.
The data were gathered from both primary and secondary sources, including personal interviews and observation questionnaires where needed. The researcher spoke with both dealers and consumers.
The acquired data was examined, and the hypotheses were tested using Chi-square.
The following conclusions were made, specifically:
That viewpoint leadership has no beneficial influence on the quality of fashion products available in Onitsha.
The following recommendations were suggested:
A new study should be done with a larger sample size and a broader geographic and population scope.
The researcher strongly recommends that our marketing firm insist on utilising reliable opinion leaders who will always communicate the correct message and information about the firm’s fashion product to the market.Chapter one
INTRODUCTION
1.1 Background of The Study.
In 1940, Lazar Field and his colleagues undertook a research on the influence of mass media on individual voting behaviour, which gave rise to the notion of opinion leadership.
Presidential election in the United States Contrary to assumptions, it was discovered that influence did not travel directly from a medium (press, radio, etc.) to an audience, but rather through an intermediate known as the “opinion leader”. This discovery gave rise to the two-step model of communication,
which claims that specific members of the public operate as fillers and amplifiers for messages, and this has become the primary focus and stronghold of the notion of opinion leadership.
Common observations and many community studies reveal that certain people are particularly concerned about specific topics and are the most expressive about them; as a result, others turn to them for information and advice.
Furthermore, recent research has consistently revealed that the person who transmits information is more likely to get information from others. For example, a person who frequently offers an opinion about sports equipment is more inclined to listen to other people’s opinions on the same equipment.
The balance of evidence from these research suggests that opinion leaders abound in our society, and wherever they exist, they take it upon themselves to shape and change the attitudes and behaviours of others in areas where they wield power.
In the commercial context, the employment of opinion leaders is without a doubt a big objective for marketers, particularly in the field of fashion dissemination.
This area of interest has been recognised as the best fit for the efficient deployment of opinion leaders. For example, an astute fashion company can gain popularity.
A television star, a woman group leader, and an outstanding society girl in a university who wears and endorses a new style of clothing for women will most likely have little trouble moving her merchandise because people in their respective groups or social classes will try to identify with them, increasing market share and pushing up the firm’s profit potentials.
Today, evidence has demonstrated that opinion leaders can be found in many sectors of society; consequently, marketers should discover and reach out to opinion leaders who have personality traits important to their individual businesses and employ them in product marketing.
This will go a long way towards complementing the usage of the 4ps (product, price, place, and promotion) in attaining the desired effect, particularly in areas of intense competition that exist in contemporary culture.
1.2 Statement of Problem
There is a widespread belief that fashion enterprises in the country have not made full use of opinion leaders, despite the enormous benefits connected with their usage in the marketing of fashion products.
This could be due to the fact that many organisations’ marketing managers are still unaware of their existence, or they are aware but believe that using the 4ps of marketing is sufficient to get their products across to customers.
What is preventing them from taking use of the opportunity, and how can they be encouraged to recognise the enormous value opinion leaders can provide to them?
These are the problem areas that the researcher aims to investigate in order to improve the position of fashion enterprises while also highlighting the role and effect of opinion leaders.
1.3 Object of the Study
The researcher’s goal is to determine whether and how managers of various fashion firms perceive and use opinion leaders in the marketing of their products.
1. To demonstrate how various people perceive and evaluate opinion leaders and their efforts.
2. Identify the specific influences they have on people’s adoption processes.
3. To find out whether fashion houses use opinion leaders to market their products.
4. Determine to what extent it has influenced and aided fashion enterprises in their operations.
5. Make recommendations.
1.4 Statement of Hypotheses
Based on the aims listed above, the following hypotheses would be tested.
Ho: Opinion leadership has no beneficial influence on the quality of fashion products available in Onitsha.
H1: Opinion leadership improves the quality of fashion products available in Onitsha.
Ho: Opinion leadership has no positive influence on the price of seven fashion products available in Onitsha.
H2: Opinion leadership has a beneficial influence on the prices of fashion products sold in Onitsha.
Ho: Opinion leadership has no good effect on the profitability of fashion products sold in Onitsha.
H3: Opinion leadership has a favourable influence on the marketing of fashion products available in Onitsha.
Ho: Opinion leadership has little influence on the marketing of seven trendy brands in Onitsha.
H4: Opinion leadership has a beneficial influence on the marketing of seven fashion products in Onitsha.
1.5 Significance of the Study
This investigation is more than just an intellectual exercise. It has many advantages and will be useful for the following:
For starters, if the corporation implemented the study’s findings, fashion goods purchasers would profit as well. The products will be offered to them at the appropriate time and pricing.
Fashion enterprises and the Onitsha metropolis will benefit greatly as it investigates the impact of the concept of opinion leadership on their operations and suggests more success-oriented) ways of improving their performance.
Finally, both the researcher and the reader will gain from the study because the material presented will broaden their breadth of understanding and knowledge in the field of study, prompting additional inquiries.
1.6 Scope of the Study
This study focused on opinion leadership and its impact on the marketing of fashion products. However, due to time, money, and other constraints, the focus was on Onitsha city.
1.7 Definition of Terms
OPINION LEADERS:
According to Igbodi (1990), an opinion leader can be defined as someone who frequently influences others through word of mouth communication.
GATE-KEEPER
According to ODO (2003), gatekeepers are individuals inside an organisation who manage the flow of information to others. They are also persons who select messages from sources and then distribute them to the audience or members of their organisation.
OPINION LEADERSHIP
According to Agbagha (1995), opinion leadership refers to efforts and thought leaders in any particular society who exert influence on others. Opinion leaders are also those who, because to their positions and/or expertise in society or groups, are seen as initiators of 7 activities and innovators, as well as for general direction and guidance.
Need help with a related project topic or New topic? Send Us Your Topic