Impact of Word of Mouth on Consumer Buying Decision

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