A study of opinion leadership. a case study of MBA degree programme at the University of Nairobi.
Abstract
The study was conducted with the objective of establishing the role played by
opinion leadership in the enrolment of students at the university of Nairobi. To
achieve this, a sample of 102 respondents were picked and administered the
questionnaires. Judgmental sampling was used. Questionnaires were
administered by issuing to the respondent and picking as they finish using 'drop
and pick later' method.
Analysis of the Data indicated that opinion leadership plays a key role in
enrolment of MBA students in the university of Nairobi. Other factors like
consumer buying behaviours, reputation of University, quality of education, the
credibility lecturers and adequacy of amenities were also found to either affect
positively or negatively the enrolment of students.
The case study was based on a restricted population of MBA students and it may
be erroneous to extend the findings to other disciplines. The findings may also
be temporary as consumer preferences change with time. This study can be
used further by targeting consumer products especially before introducing them
to the market or before re-Iaunching of old products already in the market.
Citation
Mwanzia MR,August 2003;A Study Of Opinion Leadership. A Case Study Of Mba Degree Programme At The University Of Nairobi..Publisher
University of Nairobi Faculty of commerce