Seeking Word of Mouth: An Empirical Investigation of Consumer Motivations

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 issue of word-of-mouth's effect on decision making afresh. The present study attempted to do the same and yei/ded significant results. It was found that qualities and benefits of wordof-mouth are very much similar across various demographic groups with some differences in preferences.

Determining Varying Usage of Sources of Information among Different Involvement Groups

“…A review of information sources used by consumers reveals that they collect information from a large number of sources like advertisements in television /radio/ magazines/ newspapers as depicted by Claxton et al, (1974); Duncan and Olshavsky (1982); Avery (1996); Moorthy et al, (1997); and Mishra et al, (1999). These studies also support the use of friends and family as a source of information.…”

“…These studies also support the use of friends and family as a source of information. Claxton et al, (1974); Moorthy et al, (1997); and Mishra et al, (1999) find that salesperson/retailer's advice is also considered while making buying decisions. Manufacturer's brochures and pamphlets is another source of information as depicted by Moorthy et al, (1997).…”

“…Manufacturer's brochures and pamphlets is another source of information as depicted by Moorthy et al, (1997). Mishra et al, (1999) suggest that consumers always give a thought to their past experience while taking a new purchase decision (Saigal et al, 2010).…”

Comparative Analysis of Sources and Drivers of Information Search Behaviour of the UK and India

“…These studies have also supported the use of friends and family. Claxton et al, (1974); Moorthy et al, (1997);and Mishra et al, (1999) found that salesperson/retailer's advice is also considered while taking buying decisions. Manufacturer's brochures and pamphlets is another source of information as depicted by Moorthy et al, (1997).…”

“…Manufacturer's brochures and pamphlets is another source of information as depicted by Moorthy et al, (1997). Past experience also updates the knowledge of consumers (Mishra et al, 1999). More recently the Internet has opened a vast number of opportunities for consumers to search for information (Nikolaeva and Sriram, 2006).…”