A RESEARCH SYNOPSIS

ON

THE IMPACT OF WORD OF MOUTH ON FEMALE CONSUMER’S BUYING BEHAVIOR COMPARED TO MALE

CONSUMERS

 Done by 

VANDANAStudent 

Master of Business Administration (MBA)   

 

 Guided by

DR. SIDDARTHA VERMA Lecturer

Department of Business Management  

HINDUSTAN INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES FARAH, MATHURA U.P.

CONTENT

INTRODUCTION OBJECTIVES OF STUDY RESEARCH METHODOLOGY RESULT (EXPECTED) APPENDICS (QUESTIONNAIRE)

WORD OF MOUTH (WOM)

“Word of mouth, is a reference to the passing of information by verbal means, especially recommendations, but also general information, in an informal, person-to-person manner.

The term word of mouth is a cost effective, fast moving, well accepted medium of communication. Capitalization on this medium, will not only spread the information but also affect the sales.

BENEFITS OF WOM The formation of favorable attitudes. Research indicates that word of mouth communication

(WOM) has a significant effect on consumer purchasing behavior.

The reduction of risk or uncertainty associated with buying decisions.

SOME FINDINGS RELATED TO WOM

WOMM POWER

According to E – Marketer two – third of all economic activity in the US is influenced by shared opinion about a product, brand, or service.

According to researchers at northwestern University, 15% of every conversation includes something about a product or a service.

An April 2005 survey by CMO magazine , which asked marketers what type of digital media they were either using or planning to use, found that 43% planned to employ WOM campaigns within the next six months.

CONSUMER BUYING BEHAVIOR

“Buying Behavior is the decision processes and acts of people involved in buying and using products”. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer.

TYPES OF CONSUMER BUYING BEHAVIOR

Routine Response/Programmed Behavior Limited Decision Making Extensive Decision Making

OBJECTIVES OF THE STUDY

Comparative analysis to the response of word of mouth in the different categories of consumers’ age.

To analyze the response of male and female consumers regarding word of mouth.

To consider the knowledge of consumer regarding product and word of mouth.

To study the effect of word of mouth marketing on sales of product.

To study the reliability of word of mouth information.

RESEARCH METHODOLOGY

Selection of locale – Agra city

Sampling Size - 200 men and women both between 20-50 years of age.

Time dimension – Cross sectional

Tools and techniques used in the study – Primary data : Questionnaire and personal

Interview Secondary data : Journals and research reports. Procedure for data collection- Pilot study Actual study Statistical analysis

RESULT (EXPECTED)

Buying behavior of consumer are influenced to a greater extent by the suggestions or references given by their friends and near than the information obtained by advertising or any other medium.

Female consumers rely on WOM too much than male consumers, this is because female consumers comprises thing more and than take decision regarding any purchase.

Effect of word of mouth on consumer defiantly affect market. If the response towards any product is positive, it’ll increase its sale.

QUESTIONNAIRE

Date :Name :Occupation :Address :Phone number :

Hi ! I am a MBA student representing HINDUSTAN INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES. I am doing a market research to assess A STUDY ON “THE IMPACT OF WORD OF MOUTH ON FEMALE CONSUMER’S BUYING BEHAVIOR COMPARED TO MALE CONSUMERS”.

I will be obliged if you spare few minutes from your time to fill up this questionnaire. I assure you that the information imparted by you will be kept confidential.

Do you plan your purchaseyes b) No c) sometimes

Do you stick on your purchase decisionalways b) sometimes c) No

What are the basis of your purchase decision.Advertisement b) Word of mouth. c) any other mean

Do you prefer word of mouth information while buying or purchasing.every time b) sometime c) never