Volume 18, No. 6, 2021
Assessing The Influence Of Word Of Mouth And Its Drivers On Consumer Buying Behaviour
Dr. Naresh Dembla , Dr. Kapil Jain
Abstract
Word of mouth refers to the informal dissemination of information between individuals through discussion, particularly regarding a certain business or product. The objective of this study is to evaluate the impact of word of mouth and its primary determinants on consumer purchasing behavior. The primary data was gathered from several sectors in Indore, India, including college students, entrepreneurs, service workers, and households, while secondary data was sourced from the Internet, historical patterns, prior research, and publications. The sample has 126 respondents. Principal Component Analysis utilizing varimax rotation was employed to evaluate the impact of Word of Mouth and its determinants on customer purchasing behavior. The findings indicate a total variance of 62.233%, comprising two factors identified in the study: Trust (43.059%) and Responsible Attitude (19.174%). The research revealed that the majority of consumers depend on word of mouth when making purchasing decisions. The respondents appear to impact consumer decisions alongside immediate family, close friends, and colleagues. Further findings indicate that two elements may contribute to the company's challenges: a poor experience with any product or service and negative remarks, particularly negative word of mouth, as such criticisms exert a greater influence than good feedback. The study indicated that individuals favor word of mouth over advertisements; nevertheless, with further inquiry, it was shown that word of mouth significantly influences a person's overall perception of a product.
Pages: 10064-10073
Keywords: Word of mouth, Buying Behaviour, Personal Trust, eWOM