Opinion Leaders: New Insight for the Real-estate Professionals - P. S. Sarathy - Bog

In the real estate market, the influence of opinion leaders in buying-decisions making process is remarkable. After extensive study on the opinion leaders and its variables, the theoretical framework was proposed. . The research methodology was structured formally and conducted under professional and ethical considerations where the respondents¿ demographic details were kept safe and secured. Then the empirical testing using Chi-square technique was carried out to find the significant impact of variables with opinion leaders¿. Finally using AHP application, we have provided priorities and ranking of variables, which will be useful for marketing strategist and consumer focused real-estate companies. Then, we have talked about the conclusion in relation to this study and based on finding the suggestion is drawn out; the limitation is underlined with some recommendation. Based on results, Socio-psychological plays vital role and Risk taker is unmatched characteristics found in opinion leaders, which is never before.