Abstract
The authors investigate opinion leadership at the retail pharmacy level with regard to the purchase of health and beauty aid products. The characteristics of opinion leaders are identified and both pharmacists and pharmacy assistants are assessed in terms of these characteristics. The proposition that both the pharmacist and the pharmacy assistant qualify as opinion leaders is confirmed using a sample of 251 white, female consumers of health and beauty aid products. The implications of this finding for both pharmacy retailers and the manufacturers/marketers of health and beauty aid products are discussed.
Highlights
There is broad agreement that, on their way to purchasing goods and services, consumers typically pass through a number of decision stages (Engel, Blackwell & Kollat, 1978; Walters & Paul, 1970; Sternthal & Craig, 1982; Zaltman & Wallendorf, 1983; Foxall 1980)
This paper focuses upon the information search stage of the purchase process
Kassarjian & Robertson (1973: 294) describe the opinion leader as 'the individual within a group to whom others tum for information and advice'. This is supported by Schiffman & Kanuk (1978: 262) who further note than an opinion leader's influence may be felt regardless of whether it is actively sought: 'Opinion leadership is the process by which one person informally influences the actions and attitudes of others who may be opinion seekers or merely opinion recipients'
Summary
There is broad agreement that, on their way to purchasing goods and services, consumers typically pass through a number of decision stages (Engel, Blackwell & Kollat, 1978; Walters & Paul, 1970; Sternthal & Craig, 1982; Zaltman & Wallendorf, 1983; Foxall 1980). These stages may be identified as problem recognition, information search, evaluation of alternatives, choice, and post-purchase outcomes. This paper focuses upon the information search stage of the purchase process
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