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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/466

Title: The influence of opinion leaders in rural markets
Authors: Zacharias, Siby
M.C., Jose
Salam, Afsal
Kuruvila, Binu
Anand, Denny
Keywords: Rural marketing
Opinion leaders
Word of mouth
Issue Date: 5-Apr-2008
Publisher: Indian Institute of Management Kozhikode
Abstract: In rural market, the influence of opinion leaders in decision making and purchasing the product is remarkable.An opinion leader is like a peer group leader in that, this person tends to lead the opinions of a group of people in a reference group.
URI: http://hdl.handle.net/2259/466
Appears in Collections:Conference on Marketing to Rural Consumers

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