Efficacy of Word of Mouth Communication on Customers Purchase Intention with reference to Consumer Durable Goods

Abstract

In todayand#8223;s dynamic world of modern marketing, communication is the soul of promotional activity that persuades consumers to act in a desired way. Consumers, during interaction, often engage in conversation on brands, products or services, since it is an innate quality of human behaviour. Eventually, adequate communication creates peerless newlinebackground for successful marketing (Milichovsky, 2013) and triggers favourable feelings and emotions of the consumers. In this case, efficient marketing entails an understanding of effective communication. It proves that, communication is not just a tool for justifying the existence of business concern; it is actually a support system for building healthy relationship with varied consumer groups. Therefore every business organisation implicate themselves in developing communication mix elements and tends to ascertain the most efficient means of communication to inform, influence and remind the consumers about the products or services offered (Hun and Yazdanifard, 2014). newlineBesides the untiring efforts undertaken by marketers, word of mouth, being an newlineinterpersonal source of communication is the most potent of all the other elements of newlinecommunication mix (Smith and Taylor, 2003). As, marketing is all about meeting the newlinedesires and wants of consumers for achieving financial gain and protecting the larger and newlinelong term interests of the society, there is a strategy behind each move and every action of the marketers resembles the motive to accomplish market success. Due to associating newlinevarying degree of credibility with different information sources, the consumers will not newlineperceive the information provided by the marketers as trustworthy always. Therefore they depend on interpersonal communications initiated by the informal sources that the newlineconsumer knows personally (parents, friends, and colleagues) and gives product newlineinformation or advice.