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.