Documente Academic
Documente Profesional
Documente Cultură
ON
VANDANA
Student
Master of Business Administration (MBA)
Guided by
DR. SIDDARTHA VERMA
Lecturer
Department of Business Management
INTRODUCTION
OBJECTIVES OF STUDY
RESEARCH METHODOLOGY
RESULT (EXPECTED)
APPENDICS (QUESTIONNAIRE)
WORD OF MOUTH (WOM)
“Word of mouth, is a reference to the passing of
information by verbal means, especially
recommendations, but also general information, in an
informal, person-to-person manner.
The term word of mouth is a cost effective, fast
moving, well accepted medium of communication.
Capitalization on this medium, will not only spread the
information but also affect the sales.
BENEFITS OF WOM
The formation of favorable attitudes.
Research indicates that word of mouth communication
(WOM) has a significant effect on consumer purchasing
behavior.
The reduction of risk or uncertainty associated with
buying decisions.
SOME FINDINGS RELATED
TO WOM
WOMM POWER
According to E – Marketer two – third of all economic
activity in the US is influenced by shared opinion about a
product, brand, or service.
According to researchers at northwestern University,
15% of every conversation includes something about a
product or a service.
An April 2005 survey by CMO magazine , which asked
marketers what type of digital media they were either
using or planning to use, found that 43% planned to
employ WOM campaigns within the next six months.
CONSUMER BUYING
BEHAVIOR
“Buying Behavior is the decision processes and acts of
people involved in buying and using products”. Consumer
Buying Behavior refers to the buying behavior of the
ultimate consumer.
Sampling Size - 200 men and women both between
20-50 years of age.
Time dimension – Cross sectional
Do you plan your purchase
yes b) No c) sometimes
Do you stick on your purchase decision
always b) sometimes c) No
What are the basis of your purchase decision.
Advertisement b) Word of mouth. c) any other mean
Do you prefer word of mouth information while buying or purchasing.
every time b) sometime c) never