The Effect of Word of Mouth Communication on Consumers' Purchasing Decisions: (Example of Batman Province)
Küçük Resim Yok
Tarih
2020
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Dergi Başlığı
Dergi ISSN
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Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
In today's competitive environment, businesses and organizations want to become a leader in thetarget market or have a satisfactory market share in line with their goals. For this, they have to produce productsand services that can meet the demands, needs and expectations of consumers and put them into the targetmarket. In this respect, businesses or organizations need to understand consumers well and analyze theirexpectations and expectations in order to reach their visions. Recently, word-of-mouth communication, whichhas become increasingly important, has been recognized as a major cost-effective promotional activity forbusinesses or organizations. At this point, word-of-mouth communication is seen as an promotional activity byenterprises and organizations both in order to meet the demands, needs and expectations of the consumers andalso to minimize their costs while doing these. In addition, it is of great importance that businesses andorganizations give importance to word of mouth communication in order to keep their current customerportfolio and gain new customers, in order to understand the wishes and expectations of consumers. The mainpurpose of this study is to examine the effect of word-of-mouth communication on the white goods sector inconsumers' purchasing decisions. In this context, the relationship between oral communication and consumerwhite goods purchasing decisions, which are among the information sources that consumers applied beforemaking a purchase decision, are examined. The questionnaires prepared for this purpose were applied inBatman province. During the implementation process, the data obtained through surveys were recorded instatistical analysis data files. Statistical analysis such as reliability, validity, frequency, t-test and one-wayANOVA analysis were performed. As a result of the analyzes, it was revealed that there is a significant andpositive relationship between consumers' decisions to purchase white goods and oral communication which isaccepted as promotion and promotion technique.
Açıklama
Anahtar Kelimeler
Kaynak
Turkish Studies - Social Sciences
WoS Q Değeri
Scopus Q Değeri
Cilt
15
Sayı
3
