IMPACT OF WORD OF MOUTH ON CONSUMER DECISION MAKING AMONG YOUTH

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.