問18
頻出度★★★
マーケティングにおけるセグメンテーションとして, 消費者を, 商品購入に対する態度で分類することがある。オピニオンリーダと呼ばれる消費者の商品購入に対する態度として, 適切なものはどれか。
平成27年度 秋期 ITパスポート試験 問18
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 18
Incorrectア
This is an attitude of conveying one’s own evaluation only after the product has become widespread, lacking the element of early purchase. It is the behavior of a follower who reacts after the product spreads, and does not fit an opinion leader who buys early and drives trends.
Incorrectイ
This is an attitude of referring to friends’ evaluations and public reputation when making a purchase decision — a passive consumer who acts according to others’ opinions. This is rather the side influenced by opinion leaders (a follower), the opposite of the position that transmits information.
Incorrectウ
This is an attitude of being eager only to obtain the product ahead of friends. It has the feature of early purchase (early adoption), but lacks the element of conveying product information to others and influencing those around them. It is merely a novelty-seeker (an innovator-style race to acquire), distinct from an opinion leader who holds influence through transmitting information.
- エ
正解 An opinion leader is a consumer who is sensitive to trends, buys new products early, and actively conveys evaluations and information about the product to friends and acquaintances, thereby influencing the purchasing behavior of those around them. Choice エ says they “buy a new product at the early stage of its sale and convey information about the product to friends and acquaintances,” satisfying both features: (1) buying early, and (2) transmitting information to others. It is therefore the most appropriate attitude of an opinion leader.
ここがポイント
- An opinion leader is a consumer who buys new products early and also transmits information and evaluations about them to those around, thereby influencing others’ purchasing behavior (the requirement is combining “early adoption” with “information transmission and influence”).
- In segmentation that subdivides consumers by purchasing attitude, it is important to distinguish between the influencing side (opinion leaders) and the influenced side (followers).
用語