13
Influencers
13.1 INFLUENCERS AND THEIR IMPACT
Influencers are people who impact decision-making in product purchases. Do influencers not matter in fast moving consumer goods or service? The answer is yes. But, as mentioned earlier, in durables the monetary commitment is high. Also, once bought, it is not possible to go back on a purchase. For instance, if you have chosen a certain washing machine or a car, you will not be able to take back that decision immediately. You will come back to the market only after 5–7 years for your next purchase of that product. Indians traditionally tend to use durables even longer. High involvement and high ticket price therefore naturally lead to hectic consultation. This is where the influencer enters. Influencer ...
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