word of mouth
The Effect of Word Of Mouth (WOM) on Consumer purchasing behavior
Submit By: Dalia Salah kamal
Research Methodology Paper
Submitted to the Management Department
Faculty of Management Technology
The German University in Cairo
ID: 25-7244
Tutorial number: T01
Name of Supervisor: Monica Sami
Date: 02.01.2014
Topic: Word of Mouth as tool of marketing.
Contents
Table of figure:
1. Introduction:
All the time friends and relatives recommend places, product, services, movies or even clothes and we follow these recommendations as it worthy trust than the advertising. These recommendations are named in the market Word Of Mouth and it does have its own influence on the brand image and product reputation which affect the company with positive or negative influence. Word of mouth is a communication tool between people and each other with a previous experience about a certain product or service (Gildin, 2002:1).
The word of mouth is a very important marketing tool and it is very important to companies as that word of mouth influence the companies whether with negative or positive influent which effect the consumer purchasing decision which is our focus is to know the effect of WOM on the consumer purchasing decision. To the consumers WOM is persuasive source of information (Argan 2012:1).
As we mention before that the word of mouth is indirect communication tool between people, so it is highly persuasive as people trust each other more than the advertising because the sender does not have any personal gain of the recommendation, on the contrary of the company 's advertising they are making money from it which why people rely on the word of mouth in making purchasing decision (Prakash 2010:3).
In this research it will mention how the word of mouth effect the consumer purchasing decision through defining the importance, the characteristics, and the positive and negative word of mouth and through knowing the consumer
Submit By: Dalia Salah kamal
Research Methodology Paper
Submitted to the Management Department
Faculty of Management Technology
The German University in Cairo
ID: 25-7244
Tutorial number: T01
Name of Supervisor: Monica Sami
Date: 02.01.2014
Topic: Word of Mouth as tool of marketing.
Contents
Table of figure:
1. Introduction:
All the time friends and relatives recommend places, product, services, movies or even clothes and we follow these recommendations as it worthy trust than the advertising. These recommendations are named in the market Word Of Mouth and it does have its own influence on the brand image and product reputation which affect the company with positive or negative influence. Word of mouth is a communication tool between people and each other with a previous experience about a certain product or service (Gildin, 2002:1).
The word of mouth is a very important marketing tool and it is very important to companies as that word of mouth influence the companies whether with negative or positive influent which effect the consumer purchasing decision which is our focus is to know the effect of WOM on the consumer purchasing decision. To the consumers WOM is persuasive source of information (Argan 2012:1).
As we mention before that the word of mouth is indirect communication tool between people, so it is highly persuasive as people trust each other more than the advertising because the sender does not have any personal gain of the recommendation, on the contrary of the company 's advertising they are making money from it which why people rely on the word of mouth in making purchasing decision (Prakash 2010:3).
In this research it will mention how the word of mouth effect the consumer purchasing decision through defining the importance, the characteristics, and the positive and negative word of mouth and through knowing the consumer
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