Impact of Word of Mouth on Consumer Buying Decision

European Journal of Business and Management, Vol.6, No.31, 2014, ISSN 2222-2839

11 Pages Posted: 1 Nov 2014

See all articles by Nawaz Ahmad

Nawaz Ahmad

RTS (Research, Trainings, and Solutions); Institute of Business Management (IoBM)

Jolita Vveinhardt

Lithuanian Sports University

Rizwan Ahmed

Indus University

Date Written: October 31, 2014

Abstract

An objective of this research is to determine the word of mouth effects on consumers buying decision negative or positive. The collected data is primary and it is collected from different areas of Karachi city of Pakistan from students of colleges, universities and households. Sample size is one hundred. The collected information/and data is evaluated with the help Frequency Distribution and ranking (Statics Technique). In conclusion it is revealed that for purchasing mostly consumer trust on word of mouth. The respondents seem like to have an impact on consumers’ decision and close family, close friend, and other associates. More result shows two things can be the reason to create difficulties for the company such as a bitter experience of any product/service and any comments (word of mouth especially negative) because negative word of mouth or any negative comments about anything influence strongly than positive. Viral Marketing is getting very common in e-business especially for consumers and buyers.

Keywords: Consumer buying decision, products/services, Pakistan, Viral Marketing

JEL Classification: D10, M31

Suggested Citation

Ahmad, Nawaz and Vveinhardt, Jolita and Raheem, Ahmed, Impact of Word of Mouth on Consumer Buying Decision (October 31, 2014). European Journal of Business and Management, Vol.6, No.31, 2014, ISSN 2222-2839. Available at SSRN: https://ssrn.com/abstract=2517951

Nawaz Ahmad (Contact Author)

RTS (Research, Trainings, and Solutions) ( email )

9th Nishat Lane, DHA 6
9th Nishat Lane, DHA 6
Karachi, Sindh 75500
Pakistan
00923009292422 (Phone)

Institute of Business Management (IoBM) ( email )

Plot # 84
Korangi Creek
Karachi, Sindh 75190
Pakistan

HOME PAGE: http://www.faculty.iobm.edu.pk/staff/nawaz-ahmad/

Jolita Vveinhardt

Lithuanian Sports University ( email )

Sporto str. 6
Kaunas, LT-44221
Lithuania

Ahmed Raheem

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

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