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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
228  Chapter 7
the damages, Zomato had to apologize and also detail out future steps that they will initiate to
prevent such incidents (India Today, 2018).
Opinion Leaders
Consumers usually seek information about products and brands from specific individuals from
their reference group. For example, if an individual wants to buy a designer outfit for a party,
he/she will connect with a person who is an expert in fashion. The approach signifies that con-
sumers have opinion leaders and product experts, fashion leaders, or style leaders among var-
ious reference groups such as friends, family, peers, and acquaintances. The conversation and
interaction with this opinion leader and the individuals work in a network format as there are
multiple ways in ...
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Publisher Resources

ISBN: 9789353941468