Opinion leaders play supportive role to the consumers in enabling them to take informed decisions. Their expertise and experience will reduce the risk involved in consumer decision making(CDM). The different stages of Consumer Decision Making process invariably create dilemmas in the buyer's minds.The personality profile and the proximity of the opinion leaders tend to provide the reassurance on their choices to the buyers. This will reduce the consumer dissonance associated with the product purchases. This book focuses on the personality profile of the opinion leaders and opinion seekers, the buying motives, brand usage, brand switching, the impact of opinion leaders on problem identification, information search, evaluation of alternatives and choice processes.

Dr. Sunitha Chakravarthy received Ph.D in 2013 from Kakatiya University, Telangana,India.working as Asst.Professor at Kakatiya Institute of Technology & Science, Dept.of Management.Presented Papers in International Conferences at Newzealand and Cyprus.She has publications in various National and International Journals/Conferences to her credit.