OPINION LEADERS AND THEIR INFLUENCE ON PURCHASE DECISIONS, MADE BY CONSUMERS ON RURAL AREAS

Abstract

Study contains results of research about influence of opinion leaders on the shape of purchase behaviours, made by country- side consumers. There was exploited diagnostic and description methods, and also opinion poll measurement. There has also been used self- estimation and comparative methods. Researches, carried out in 2003, covered the area of communes Biała Podlaska and Lublin. Exploration object was mixed, numbered 248 respondents. It was selected in layer- random way. Stude demonstrates, that 58% of respondents makes purchase decisions according to economic factors- principally the price. However 42% of them takes those decisions under the influence of other people, also opinio leaders. Features of respondents, took into consideration, like sex, age or education, significantly shaped and differentiated consumer’s attitudes towards opinio leaders. Young people, like students, as well as retired people was the most submissive prep leaders. Over 38% of respondents give in passive impact of opinion leaders. They part in shaping attitudes of imitators is to unconsciously relay the models of behaviours and the style of life.