IMPACT OF POSITIVE AND NEGATIVE WORD OF MOUTH ON CONSUMER BUYING BEHAVIOR

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