Abstract:
The Purpose of (he Study - The study foremost purpose was that to get to know about the
impact ofthe positive and negative word ofmouth on consumer behavior. Whether word of
mouth effects on consumer buying behavior or not and along with it how they react towards
the negative word ofmouth.
Research Design/ Sampling - The nature of the research was cause and effect and the
sample size was 300 consumers of the three superstores. The sampling technique was used
non-probability convenience sampling technique. The researcher used quantitative technique
to quantify the results.
The Findings of the Study - The findings were found that there is a significant relationship
between the word ofmouth and consumer buying behavior because recently consumers make
their purchase decisions with influence of word of mouth. The other finding was revealed
that negative word of mouth effect more on consumer buying behavior as compared to
positive word ofmouth. The last verdicts were found that source of word ofmouth has also a
significant effect on consumer buying behavior.
Practical Implications of the Research - This study will be very useful for the consumers,
top management, marketers and retailers ofthe superstores. Because after carefully studying
the thesis, they would get to know about the positive and negative word of mouth and its
influence on consumer buying behavior. After getting to know about the negative word of
mouth, the marketers must try to get of the negative word of mouth because it creates
negative influence towards the superstores.
Limitations of the Research
• The major limitation was the lack of resources such as time and cost, due to this
researcher didn’t cover all the superstores ofthe Karachi.
• Paucity oftime
• Law and order situation
