Seeking Word of Mouth: An Empirical Investigation of Consumer Motivations

Prashant Mishra, Vasant G. Kondalkar and Ankit Singh

Paradigm, 1999, vol. 3, issue 2, 49-56

Abstract: The underlying purchase motives behind any purchase decision have always attracted the attention of researchers in the field of consumer psychology. The effect of word-of-mouth on consumers' purchase decision is one such area of interest which has remained under scruitinity of researchers for long. However, with significant changes in the socio-economic and sociocultural environment of Indian markets it has become imperative to look into the is issue of word-of-mouth's effect on decision making afresh. The present study attempted to do the same and yielded significant results. It was found that qualities and benefits of word of-mouth are very much similar across various demographic groups with some differences in preferences.

Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:3:y:1999:i:2:p:49-56

DOI: 10.1177/0971890719990208

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