Usage of Opinion Leaders as a Marketing Tool in Rural Markets of India

This article provides a critical overview of the current practices of marketers in designing and executing marketing communications. It reviews existing literature on consumer behaviour and opinion leadership. Dimensions of opinion leadership and traits of rural consumers are discussed. This brings out the significant role of opinion leaders in influencing rural consumer behaviour. This article proposes a cost effective stepwise framework in usage of consumer behaviour influencing dimensions of opinion leadership to enable rapid transition of consumers through the buying process