Impact of E Word of Mouth on Purchase Intention in Consumer Electronic Industry

Abstract

Electronic word of mouth is generally used by companies, organizations and firms as a marketing tool. The area of marketing tools and techniques are extensive in environment. Internet based version is known as electronic word of mouth. This EWOM is always concerned as new information that presented from the perspective of consumers, who are willing to purchase company products and service to meet their personal requirements. This consumer requirement are having best informational source for consumers. It has been observed that company’s success and failure is highly dependent upon product quality, product involvement and brand image. Primary information is used for data collection. SPSS software is used for data processing to know the worth of electronic word of mouth in the area of consumer purchase intention. Sample size is 243 respondents that are directly connected with electronic word of mouth on purchase intention in consumer electronic industry. Researcher uses various consumer electronic industries. These consumer electronic industries are in the form of Dawlance Electronic Company, Samsung Electronics Company, Panasonic Electronic Company, Orient Electronic Company and Kenwood electronic company. Research data is to be collected from consumers who are directly using mentioned above electronic companies and fulfill their requirements and obligations.