CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION

Title

CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION

Creator

Rai R.; Tripathi S.

Description

Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms intentional influencing of consumer-to-consumer communications about the firms products. This studys primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOMs correlation with each of these aspects was positive and high, indicating a direct and strong relationship. 2020. All Rights Reserved.

Source

Journal of Content, Community and Communication, Vol-12, pp. 159-168.

Date

2020-01-01

Publisher

Amity University

Subject

Brand Perception; Consumer Buying Behavior; Risk Reduction; Risk Reduction; WOM

Coverage

Rai R., School of Business and Management Christ (Deemed to be) University, Bannerghatta Main Rd, Pai Layout, Hulimavu, Bengaluru, Karnataka, India; Tripathi S., Amity International Business School Amity University, Noida, Uttar Pradesh, India

Rights

All Open Access; Bronze Open Access

Relation

ISSN: 23957514

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.31620/JCCC.12.20/15

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85099953298&doi=10.31620%2fJCCC.12.20%2f15&partnerID=40&md5=9353e24a7d14c640ca4f0b121eef3ffd