Abstract:
Purpose- The major aim of this study was to evaluate the impact of word of mouth on the age group as
well as consumer’s decision making among youth in Karachi. The failure of catering youth by even heavy
advertisement prompted researcher to conduct this study.
Methodology/sample- The study involved use of questionnaires filled by 300 youth respondents from
different schools, colleges and universities. The respondent individuals belonged to different age groups,
social classes and institutes. To analyze the data, Pearson Correlation, ANOVA and Frequency
Distribution tests were applied. Data from different institutes and different age groups were conducted to
determine the unresponsive attitude towards advertisement rather focusing on informal communication in
social circle.
Findings- The analysis and comparative results clearly suggested that youth in Karachi have decreased
their trust on advertisement, while trusting their friends and family’s experiences about usage of products.
It was also concluded that the social media was used for the purpose of getting reviews posted on blogs
and website, rather than clicking on websites.
Practical Implications- The outcomes of the research might help the corporate decision makers,
marketers and advertisers to change their perception of grabbing attention of youth by above the line and
below the line marketing and focus on creating a positive impact by providing youth with the products
promised by them. This will help to enhance the trust between the between consumer and organization as
well as expanding their target market.
