Volume : V, Issue : XI, November - 2016

Effect of Word Of Mouth Marketing (WOMM) On Buying Decision

Reshmi Ramachandran, Rathi K. N

Abstract :

 In the process of buying a product, consumers resort to various information sources around them. ?e major information sources for the customers are the positive or negative experiences of their trusted people like friends, colleagues, relatives, neighbors, social media and family. ?e word of mouth is such an interpersonal communication that can be quite effective on consumers‘ buying decision. ?e aim of this study is to determine the effect of word of mouth marketing (WOMM) in consumers‘ buying decision. Survey study was conducted with a sample of 31 consumers in Palakkad District. In the survey study, the effect of word of mouth communication on consumer‘s product choices was determined. ?e findings of the study showed that word of mouth marketing is a most sort for marketing medium by consumers. It is also found that consumers rely on the suggestion from family and buy technical products on such suggestions.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

RESHMI RAMACHANDRAN, RATHI K.N, Effect of Word Of Mouth Marketing (WOMM) On Buying Decision, International Journal of Scientific Research, Volume : 5 | Issue : 11 | November 2016

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