Examining the Effects of Word of Mouth marketing on Consumer Buying Behavior: A Case Study of electrical appliance industry in Iran
Amir Hossein Zaafaranlou1 , Soheil Sarmad Saeedi2 , Mahmoud Zamani3
1School of Management, U.A.E branch, Islamic Azad University, Dubai, U.A.E
2Department of Marketing, Islamic Azad University, Tehran, Iran.
3Department of Marketing, Institute of Management Studies, Tehran, Iran.
Abstract: The purpose of this study was to evaluate different aspects of marketing, word of mouth and its impact on consumer buying behavior. Research Applied practical purpose, the method of data collection, descriptive - survey and the primary means of Data were collected using a questionnaire which is designed based on the Likert scale is at 7 times. Number Sample with 200 people per brand (400samples of each) which the students were randomly Simply choose. In order to test hypotheses of correlation and linear regression methods were used. All Been conducted. Calculations and statistical analysis software SPSS. Among the 5 assumptions of the study indicated that the relationship between size and improved model of buying behavior Sernovitz Customers about the brand in Iran Broadcasting assumptions about the relationship between activity participation, tools Marketing by mouth and spread issues and improve the consumer buying behavior and only confirmed the hypothesis about the relationship International track and improve consumer buying behavior was rejected. Even in other countries of similar studies have been carried out under the following aspects purchasing and its impact is investigated. Even the same models were used to investigate the importance of cooperative behavior and follow-up is less pointed. Perhaps this is because it is usually by word of mouth marketing activities prior to collection buy more attention, and even in many of the definitions of these activities is limited. In this study, the behavior of the purchase was also taken into consideration.
[Zaafaranlou A, Sarmad saeedi S, Zamani M. Examining The Effects of Word of Mouth marketing on Consumer Buying Behavior: A Case Study of electrical appliance industry in Iran. J Am Sci2013;9(3):72-79]. (ISSN: 1545-1003). http://www.jofamericanscience.org. 11
Keywords: brand, consumer behavior, marketing, word of mouth, Samsung, Iran. Full