A study on impact of electronic word of mouth on consumers purchase decision

Abstract

An objective of this research is to determine the word of mouth effects on consumers buying decision negative or positive. The collected data is primary and it was collected from different areas of Kannur city of Kerala from students of colleges, universities and households. For this study, Sample size is one hundred and ten and Descriptive research is followed in the research. The statistical tools used in the study are Percentage analysis, ANOVA, Chi square and multiple regression. In conclusion, it is revealed that for purchasing mostly consumer trust on word of mouth. The respondents seem like to have an impact on consumers’ decision and close family, close friend, and other associates. More result shows two things can be the reason to create difficulties for the company such as a bitter experience of any product/service and any comments (word of mouth especially negative) because negative word of mouth or any negative comments about anything influence strongly than positive.