The Effect of Word-Of-Mouth Marketing On Female Consumers’ Decision Making Process in Afghan Food Industry Brands
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 2
Abstract
Nowadays, the main mission of advertising and publicizing is to affect the consumer’s buying behavior. Improvement of marketing communication role in selling and purchasing of goods and services became critical and thus organizations need to find better, cost-effective and cheap way to publicize their products around the world. Today word of mouth marketing which defined as ―any publicity and advertisement which is not sponsored by the company, but rather it is advertised by organic methods via customers‖ seems to be one of the cheapest ways to affect consumer’s purchasing behavior across the world. Moreover, word of mouth helps potential customers to make decisive and as soon as possible decision making process with reliable source of information. In this study, the purpose is to explore how word-of-mouth can affect the females’ purchasing behavior and in the meantime, how it can be managed by sales force to gain new consumers and how it can manage organization’s existing customers. By conducting empirical research, the effectiveness of word of mouth marketing on female consumers’ purchasing decision making has been investigated which The universe of study was taken the afghan food industry brand females’ consumers by distributing the questionnaires among 384 female consumers of food industry brands in Afghanistan. In addition, this study tried to find whether the wordof-mouth influence differs according to five significant demographic variances such as; females’ occupation, age, education, marital status and behavioral interdependence characteristic. Moreover, the collected data entered in SPSS, version 21, the likert-scale questions recoded and analyzed. According to the research, the WOMM impact differs among females depending on their age, marital status, behavioral interdependence characteristic and education except for occupation on females’ buying decision making regarding buying products from the specific brand in Afghanistan.
Authors and Affiliations
Khaled Naseri, Ilkay Karaduman
Keywords
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