Impact of Word of Mouth on Consumer Buying Behavior And Brand Image

Abstract

The aim of this study is to know the effectiveness of Word Of Mouth (WOM) in consumers buying decision. Data is collected from various people by circulating the questionnaire. The sample size is 60 and with the help of SPSS tool the collected data is examined. The findings suggest that WOM has its impact on brand image and consumers buying decision. The findings also show that the people will browse on internet for different opinions and customer reviews of a product before buying it.