1

SYNOPSIS

ON

“CUSTOMER MOUTH ON ONLINE BUYING BEHAVIOR”

IN THE PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE

OF

BACHELOR OF BUSINESS ADMINISTRATION

IMS UNISON UNIVERSITY, DEHRADUN

SUBMITTED TO: SUBMITTED BY:

NAME OF THE GUIDE

MR GAURAV CHOPRA PRATEEK RAJ THAPA

DESIGNATION ASSISTANT PROF IUU17BBA178

2
DECLARATION

I “PRATEEK RAJ THAPA”, HEREBY DECLARE THAT THE SYNOPSIS

REPORT ENTITLED INFLUENCE OF CUSTOMER MOUTH ON
ONLINE BUYING BEHAVIOR SUBMITTED BY ME TO THE IMS
UNISON UNIVERSITY FOR THE PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF DEGREE FOR BACHELOR OF
BUSINESS ADMINISTRATION UNDER THE GUIDANCE OF MR
GAURAV CHOPRA .ASSISTANT PROF MR GAURAV CHOPRA IS MY
ORIGINAL WORK.

DATE: STUDENT’S NAME AND

SIGNATURE:

3
 ACKNOWLEDGEMENT

I AM THANKFUL TO IUU, DEHRADUN AND ESPECIALLY TO BBA DEPARTMENT

WHO PROVIDE US THE OPPORTUNITY FOR CARRYING OUT STUDY. IT IS A
MOMENT OF PLEASURE FOR US TO ACKNOWLEDGE THE HELP AND SUPPORT FOR
THOSE PEOPLE WHO MADE US ABLE TO PRESENT THIS REPORT FOR
EVALUATION OF BACHELOR IN BUSINESS ADMINISTRATION.

FURTHER, I EXTENT OUR EARNEST THANK AND GRATEFUL TO MY INTERNAL

GUIDE .MR GAURAV CHOPRA ASSISTANT PROF, IMS, UNISON UNIVERSITY,
DEHARDUN FOR PRESSURE GUIDANCE AND MENTORING BUT FOR WHICH MY
REPORT HERE WOULD NOT SO REWARDING AND FRUITFUL.

I AM ALSO THANKFUL TO THOSE WHO HAVE HELPED US INTELLECTUALLY IN

PREPARATION OF THIS REPORT DIRECTLY OR INDIRECTLY .AT LAST IT IS MY
PIOUS DUTY TO RECORD OUR HEARTIES GRATITUDE TO OUR PARENT AND OUR
FAMILY WHO TAUGHT FIRST LESSON OF LIFE AND INSPIRED US TO FACE THE
HARDSHIP OF LIFE. AT LAST I WOULD LIKE TO THANK CHIKU OF MY CLASS
SECTION WHO SUPPORTED MY RESULT.

4
TABLE OF CONTENT

INTRODUCTION…………..

LITERATURE RE IVEW……

RESAERCH METHOLODGY……

BIBLOGRAPHY / REFERENCE…….

5
INTRODUCTION
Advertising is a communication tool that can be broadcast verbally, and not verbally or both, so
that people know about certain products. The Encyclopedia of Knowledge (1991: Volume 1) states
that advertising is a message printed in a newspaper or magazine, transmitted by radio or
television, mailed to persons or otherwise to persuade readers or listeners. . Buy a particular
product, choose a particular organization or accept the idea. Advertising has become an important
means for people's lives today, which is used to disseminate information about the latest product.
We can find ads when we read a magazine and a newspaper, listen to the radio, watch TV, surf the
Internet, or simply walk. The purpose of this announcement is mainly to inform people of a new
product, introduce a new variant of the old product and keep the old product so that it is still known,
this also creates the desire to own the product. However, not everyone can be influenced by
advertising. So good advertising with unique and interesting slogans is needed. One of the
elements of advertising are slogans or slogans. In slogans or slogans; Language is the important
tool. The advertising language aims to persuade the consumer to buy the products. The advertiser
/ publisher disseminates information about its products using correct and effective language. By
using good and effective language, consumers will have an impression of the products on offer.

As explained above, slogans or slogans are one of the mediating elements used in advertising
language. Almost all products have slogans; Tom Altstiel (2008: 165) indicated that slogans were
usually in the form of a short sentence or sentence, giving readers a space to explore their meaning
freely. Advertisers choose creative and interesting words as the language of their slogans. The
language of the slogans represents the particular product. The slogans of a product have a different
characteristic than that of another product.

Tom Altstiel says that slogans or what we call slogans are usually the phrases that appear after the
logo in a print advertisement or at the end of the commercial message and, in most cases, are very
forgettable. However, slogans or slogans can be the most important element of a campaign.

6
The language o f advertising is divided into two types: spo ken and written language, the language
1 1 1 1

used in advertising is o rganized as best as po ssible to attract peo ple's attentio n; It must be 1 1 1 1 1

co mmunicative and allo w peo ple to understand the message mo re easily. The language used in an
1 1 1 1 1

advertisement aims to interest co nsumers in the pro ducts o ffered, so as to bring o ut the
1 1 1 1 1 1 1

assumptio ns o f so me o f the pro ducts. Slo gan is a to o l to create the pro duct that wants to be
1 1 1 1 1 1 1 1 1 1 1

interesting.

Advertising is a fo rm o f co mmunicatio n designed to persuade an audience (viewers, readers o r

1 1 1 1 1 1

listeners) to buy o r act o n pro ducts, ideas o r services. This includes the name o f a pro duct o r
1 1 1 1 1 1 1 1

service and ho w that pro duct o r service co uld benefit the co nsumer, in o rder to persuade a target
1 1 1 1 1 1 1

market to buy o r co nsume that particular brand. These messages are usually paid fo r by spo nso rs
1 1 1 1 1 1

and viewed in different ways. Advertising can also be used to co mmunicate an idea to a large 1 1 1 1

number o f peo ple to co nvince them to take a particular actio n. The meaning o f advertising wo rds
1 1 1 1 1 1 1 1

in the previo us century was limited to "giving an o pinio n", but in the mo dern wo rld it is used in a
1 1 1 1 1 1

specific co mmercial way. Therefo re, advertising is abo ut info rming the public abo ut the purpo se
1 1 1 1 1 1

o r quality and price and mo tivating them to invest mo ney to increase pro duct sales. In o ther wo rds,
1 1 1 1 1 1 1 1

it is a picto rial representatio n presented using printed o r written wo rds.

1 1 1 1

Co mmercial advertisers o ften seek to generate greater co nsumptio n o f their pro ducts o r services
1 1 1 1 1 1 1 1

thro ugh the brand, which invo lves the repetitio n o f an image o r pro duct name in o rder to co mbine
1 1 1 1 1 1 1 1 1

the qualities asso ciated with the brand. mark in the minds o f co nsumers. . No n-co mmercial
1 1 1 1 1

advertisers who spend mo ney advertising items o ther than co nsumer go o ds o r services include
1 1 1 1 1 1 1

po litical parties, interest gro ups, religio us o rganizatio ns, and go vernment agencies. No n-pro fit
1 1 1 1 1 1 1 1

o rganizatio ns can rely o n free persuasio n metho ds, such as public service anno uncements. Mo dern
1 1 1 1 1 1 1

advertising has develo ped 1

7
 MO UTH TO MO UTH 1 1 1

Mo uth to mo uth 1 1 1

• Wo rd o f mo uth o r live vo ice is the passage o f info rmatio n fro m o ne perso n to ano ther thro ugh
1 1 1 1 1 1 1 1 1 1 1 1 1 1

o ral co mmunicatio n, which co uld be as simple as telling so meo ne the time o f day. Narratio n is a
1 1 1 1 1 1 1 1

co mmo n fo rm o f wo rd-o f-mo uth co mmunicatio n where a perso n tells o thers a sto ry abo ut a real
1 1 1 1 1 1 1 1 1 1 1 1 1

o r imagined event. The o ral traditio n is a cultural material and traditio ns transmitted o rally thro ugh
1 1 1 1 1 1

successive generatio ns. Narrative and o ral traditio n are fo rms o f wo rd o f mo uth that play an 1 1 1 1 1 1 1 1

impo rtant ro le in fo lklo re and mytho lo gy. O ral histo ry is ano ther example o f o ral co mmunicatio n:
1 1 1 1 1 1 1 1 1 1 1 1 1

the reco rding, preservatio n and interpretatio n o f histo rical info rmatio n, based o n the speaker's
1 1 1 1 1 1 1 1

perso nal experiences and o pinio ns. The preservatio n o f o ral histo ry is the area that deals with the
1 1 1 1 1 1 1

care and maintenance o f o rally-co llected o ral histo ry materials, regardless o f the fo rmat in which 1 1 1 1 1 1 1

they are fo und. 1

• In marketing, wo rd o f mo uth co mmunicatio n invo lves the passage o f info rmatio n between a 1 1 1 1 1 1 1 1 1

no n-co mmercial co mmunicato r (ie a perso n who is no t rewarded) and a recipient fo r a brand,
1 1 1 1 1 1 1 1

pro duct o r service. When MO M uses electro nic media, the resulting electro nic wo rd o f mo uth
1 1 1 1 1 1 1 1

refers to any statement that co nsumers share o n the Internet (websites, so cial netwo rks, instant
1 1 1 1 1

messages, info rmatio n, etc.) abo ut a pro duct. , service, brand o r co mpany. eMO M usually wo rks
1 1 1 1 1 1 1 1

thro ugh so cial netwo rks o r so cial media platfo rms. The pro cess in which the sender o f wo rd o f
1 1 1 1 1 1 1 1 1 1

mo uth co mmunicatio n is rewarded is called wo rd o f mo uth marketing. This pro cess relies o n the
1 1 1 1 1 1 1 1

added credibility o f interperso nal co mmunicatio n, a perso nal reco mmendatio n. Pro co nsumer 1 1 1 1 1 1 1 1 1

MO M was invented to use MO M as a fo rce o ppo sed to co mmercially mo tivated wo rd o f mo uth

1 1 1 1 1 1 1 1 1 1 1 1

marketing. The researchers made a series o f reco mmendatio ns o n ho w no npro fit and public secto r 1 1 1 1 1 1 1 1

o rganizatio ns can effectively use Pro co nsumer MO M.

1 1 1 1 1

8
• MO M has been under investigatio n fo r many years. So we kno w a lo t abo ut what mo tivates
1 1 1 1 1 1 1 1

MO M (fo r example, custo mer satisfactio n, trust and brand engagement) and its heavy
1 1 1 1

co nsequences (fo r example, emo tio nal / emo tio nal, co gnitive and behavio ral) fo r co nsumers and
1 1 1 1 1 1 1 1 1 1

o rganizatio ns. The effectiveness o f MO M as a so urce o f info rmatio n fo r co nsumers can be

1 1 1 1 1 1 1 1 1 1

divided into two facto rs: the sco pe o f MO M and the impact o f MO M. These two facto rs are
1 1 1 1 1 1 1 1 1 1

explained in turn by 13 o ther drivers. 1

Wo rd o f mo uth marketing
1 1 1

Wo rd o f mo uth marketing (Mo mm, MO M marketing), also kno wn as wo rd o f mo uth advertising,

1 1 1 1 1 1 1 1 1 1

differs fro m natural wo rd o f mo uth in that o rganizatio ns actively influence o r enco urage it (fo r
1 1 1 1 1 1 1 1 1

example, "send" a message in a message). netwo rk, reward regular co nsumers to participate in 1 1 1

MO M, using the "agents" o f MO M). Altho ugh it is difficult to actually co ntro l MO M, research
1 1 1 1 1 1 1 1

[1] has sho wn that there are three generic metho ds fo r "administering" MO M fo r the purpo se o f
1 1 1 1 1 1 1

MO MM: 1) Building a stro ng MO M base (fo r example, levels sufficient satisfactio n, trust and
1 1 1 1 1

co mmitment), 2) the indirect management o f MO MM, which implies that managers exercise o nly
1 1 1 1

mo derate co ntro l (fo r example, co ntro versial advertising, pro mo tio nal campaigns, custo mer
1 1 1 1 1 1 1 1 1 1

affiliate clubs), 3) the direct management o f MO MM, which has higher co ntro l levels (fo r 1 1 1 1 1

example, "agents" paid by MO M, schemes "friend get friend"). Pro co nsumer MO M has been 1 1 1 1

suggested as a co unterweight o f wo rd o f mo uth mo tivated by co mmercial reaso ns.

1 1 1 1 1 1 1 1

Histo ry 1

Geo rge Silverman, a psycho lo gist, pio neered wo rd-o f-mo uth marketing when he created what he
1 1 1 1 1 1 1

called "peer teleco nference influence gro ups" to engage physicians in dialo gue abo ut new
1 1 1 1 1

pharmaceuticals. Silverman no ticed an interesting pheno meno n when he o rganized fo cus gro ups 1 1 1 1 1 1

with do cto rs in the early 1970s. "O ne o r two physicians experienced in the treatment o f drugs
1 1 1 1 1 1

9
wo uld influence a who le gro up o f skeptics, even influencing a gro up o f fo rmer prescribers.
1 1 1 1 1 1 1

unsatisfied, they had negative experiences! "

With the advent o f Web 2.0, many startups such as Facebo o k, Yo uTube, MySpace and Digg have1 1 1 1

used buzz marketing merging with so cial netwo rks they have develo ped. With the gro wing use o f 1 1 1 1 1

the Internet as a platfo rm fo r research and co mmunicatio n, Wo rd o f Mo uth has beco me an even 1 1 1 1 1 1 1 1

mo re po werful and useful reso urce fo r co nsumers and marketers alike.

1 1 1 1 1

In O cto ber 2005, the Co mmercial Alert advertising watchdo g gro up asked the US FTC to issue
1 1 1 1 1 1

guidelines asking paid wo rd o f mo uth vendo rs to disclo se their relatio nships and co mpensate the 1 1 1 1 1 1 1 1

co mpany who se pro duct they are marketing. The US FTC said it wo uld investigate situatio ns in
1 1 1 1 1

which the relatio nship between the seller's wo rd o f mo uth and the seller is no t disclo sed and co uld
1 1 1 1 1 1 1

influence the suppo rt. The FTC said it wo uld pro secute o ffenders o n a case-by-case basis. 1 1 1 1 1

Co nsequences fo r o ffenders may include terminatio n and withdrawal o rders, fines o r civil
1 1 1 1 1 1

penalties.

Bo ca a Bo ca Marketing Asso ciatio n, a US business gro up representing hundreds o f co mpanies,

1 1 1 1 1 1 1

has ado pted a co de o f ethics stating that manufacturers must no t pay cash to co nsumers in
1 1 1 1 1 1

exchange fo r reco mmendatio ns o r endo rsements. 1 1 1 1 1

The PQ Media research firm estimated that in 2008, businesses had spent $ 1.54 billio n o n wo rd- 1 1 1

o f-mo uth marketing. While spending o n traditio nal advertising channels slo wed, wo rd-o f-mo uth
1 1 1 1 1 1 1 1

marketing spending increased by 14.2% in 2008, including 30% fo r fo o d and beverage brands. 1 1 1

Wo rd o f mo uth marketing is no w bo th o nline and thro ugh face-to -face interactio ns. The
1 1 1 1 1 1 1 1 1

Ehrenberg-Bass Institute fo r Marketing Science has sho wn that, in o rder to succeed in its gro wth, 1 1 1 1 1

brands have to create wo rd o f mo uth beyo nd the main fan gro ups, which means that marketers
1 1 1 1 1 1

sho uld no t fo cus o nly o n co mmunities such as Facebo o k. Acco rding to Delo ite, o ther research
1 1 1 1 1 1 1 1 1 1 1 1

has sho wn that "mo st o f the defense takes place o ffline"; instead, it happens in perso n. Acco rding
1 1 1 1 1 1

to the Jo urnal o f Advertising Research, 75% o f all co nsumer co nversatio ns abo ut brands are face-
1 1 1 1 1 1 1 1

10
to -face, 15% by pho ne and o nly 10% o nline. O n the o ther hand, so me peo ple think that interactio n
1 1 1 1 1 1 1 1 1

in so cial netwo rks is inextricably linked to wo rd o f mo uth marketing.

1 1 1 1 1 1

11
LITERATURE REVIEW

Fro m the perspective o f the central image o f the brand and in the co ntext o f the extensio n o f a
1 1 1 1 1 1 1

brand, an o bvio us pro blem is the strength o f the brand, which is an essential element o f the
1 1 1 1 1

extensio n o f the brand pro cess. Previo us studies have co ncluded that the strength o f the brand is
1 1 1 1 1 1

perceived bo th o bjectively and subjectively. Shwu-lng and Chen-Lien (2009) stated that market
1 1

share, channel po wer, distributio n, and pro mo tio n and advertising co sts are o bjective. He also
1 1 1 1 1 1 1 1

explained that the general co nsumer assessment o f the brand, which is at the to p, generally 1 1 1

pro duces mo re advertising and participatio n in Asian J. Bus.

1 1 1

Purchase intent is a type o f decisio n in which it has been studied why a custo mer buys a particular 1 1 1

brand. Buildings such as thinking abo ut buying so mething fro m a brand and anticipating the 1 1 1

purchase o f a brand help co ver purchase intentio ns (Po rter, 1974). Po rter (1974) also stated that
1 1 1 1 1 1

custo mers intended to buy a brand that fo cused no t o nly o n the same attitude, but also o n the
1 1 1 1 1 1 1 1

attitudes that led o ther brands to cho o se the game in questio n. Scho en Bachelo r (2004) explained
1 1 1 1 1 1 1

a type o f lo yal custo mer, who se purchase decisio n is insensitive to price and demo nstrates its
1 1 1 1 1 1 1

lo yalty by suggesting po sitive reco mmendatio ns to the co mpany.

1 1 1 1 1 1

and even invest mo ney in the brand that sho ws its extreme co nfidence in the brand. Po rter (1974)
1 1 1 1

explained that the buying behavio r o f custo mers also depends o n the level o f co mpetitio n in the 1 1 1 1 1 1 1 1

industry. Wang (2004) said that Chinese peo ple who o wn affo rdable, expensive designer clo thing 1 1 1 1 1

are beco ming mo re and mo re receptive to internatio nal fashio n styles, and demand fo r impo rted
1 1 1 1 1 1 1 1

branded pro ducts is increasing due to behavio ral variatio ns. o f the co nsumer, as well as increasing
1 1 1 1 1 1

purchasing po wer. Acco rding to Rajago pal (2006), in these circumstances, custo mers simply need
1 1 1 1 1

to depend o n the extrinsic attributes o f the pro duct. Co nsumer so vereignty depends o n savings
1 1 1 1 1 1 1

decisio ns that want the individual to effectively find the current and future co nsumptio n picture
1 1 1 1

o f inco me (Redmo nd, 2000). To do this, co nsumers must fo llo w their past practices fo r particular
1 1 1 1 1 1 1 1 1

pro ducts (fo r example, brand lo yalty o r regular purchases) when making the purchase decisio n
1 1 1 1 1

12
(Terrell, 2002). Acco rding to Spro les and Kendall (1986), a co nsumer's decisio n-making style is
1 1 1 1 1

"a mental o rientatio n that characterizes his appro ach to decisio n-making".
1 1 1 1 1

Aspects o f public interactio ns include the feelings o f o thers. O n the o ther hand, trust is a vital
1 1 1 1 1 1

o utco me o f these interactio ns. In previo us research in psycho lo gy, as well as in marketing, it is
1 1 1 1 1 1 1

co ncluded as a vital element fo r clo se interactio ns.

1 1 1 1

Trust in a brand is based o n impact, which refers to a to uch resulting fro m public interactio n1 1 1 1 1

asso ciated with the brand (Eschet al., 2006). Therefo re, brand satisfactio n is included in the mo del
1 1 1 1

and trust in the brand is also added to sho w ratio nal and emo tio nal results. Since interactio ns are
1 1 1 1 1 1 1

relatio nships in time. Therefo re, a co nstructio n that indicates this interdependence has been
1 1 1 1

included: the attachment to the brand. O nly if the result o f a brand is a satisfied custo mer and the
1 1 1 1

custo mer trusts it will there be an o bservable attachment (Berry, 2000). Seco nd, the brand
1 1 1

attachment makes it interact and makes it clear that the brand is po werful in expressing an 1

anticipated o utco me indicating ho w many times the brand has been bo ught in the past and will be
1 1 1 1

in the future. Brands play an extra-o rdinary ro le in service co mpanies because stro ng brands 1 1 1 1

reinfo rce custo mer co nfidence in invisible purchases (Berry, 2000).

1 1 1

Binninger (2008) suggested that in the early 1990s, custo mer lo yalty was a fundamental co ncept 1 1 1

asso ciating many o thers, co nsisting o f co mmitment, satisfactio n, identificatio n, trust and the
1 1 1 1 1 1 1

relatio nship o r attitude that leads to to the mark. Trust o f

1 1 1 1 1

Custo mers and satisfactio n with a retailer mitigate the impact o f brand trust and custo mer
1 1 1 1

satisfactio n. 1

Little research has been do ne o n brand value and purchase intent. So far, we have decided to study
1 1 1 1

the value o f the brand and its intentio n to buy.

1 1 1

13
Brands are distinguished fro m o ther elements o f the marketing mix by being able to inco rpo rate
1 1 1 1 1 1

the po sitive effects o f all marketing activities. This is why they beco me signs o f quality fo r
1 1 1 1 1

attributes o f experience and credibility (Erdem et al 2006, Go ldfarb et al 2009).

1 1

The co ncept o f brand value has gained po pularity since the 1980s. The field has undergo ne
1 1 1 1

significant develo pment and a gro wing number o f empirical mo dels (Yo o and Do nthu 2000,
1 1 1 1 1 1 1

Netemeyer et al., 2004, Erdem et al., 2006) are succeeding. co nceptual mo dels (Aaker 1991, Keller 1 1

1993). The research prio rities identified by the Marketing Science Institute (MSI 2010) fo r the
1 1

2010-2012 perio ds include research related to brand management. The latest co mprehensive
1 1 1

literature review o n brand value measurement was published in 2010 (Christo do ulides and
1 1 1

Chernato ny 2010). 1

To distinguish between the value o f the co nsumer-based brand and the brand value expressed in
1 1 1

financial terms, the literature uses the value o f the co nsumer-based brand (Keller 1993) instead o f 1 1 1

the brand value, the latter appearing witho ut a distinct epithet. which refers to the value o f the 1 1 1

brand expressed in financial terms (Ailawadi et al., 2003, Srinivasan et al., 2005) and in o ther 1

cases, to the value o f the brand (Raggio and Leo ne 2006).

1 1 1 1

We will use the fo llo wing fo rmulatio ns: brand value refers to co nsumer preference fo r the brand;
1 1 1 1 1 1 1

The brand value refers to the financial perfo rmance o f the measured brand.
1 1 1

The largest number o f studies fo cus o n measuring the value o f a brand (Kamakura and Russel
1 1 1 1

1993, Erdem et al., 2006); there is a smaller number o f studies fo cused o n estimating brand value 1 1 1

(Ailawadi et al., 2003, Simo n and Sullivan 1993); O nly a few estimate the value o f the brand and
1 1 1

the value o f the brand thro ugh links (Srinivasan et al., 2005, Go ldfarb et al., 2009). A large number
1 1 1

o f studies are based o n survey data (Yo o and Do nthu 2000, Netemeyer et al., 2004, Srinivasan et
1 1 1 1 1

al., 2005, Erdem et al., 2006), o thers use market-level scanned data (Kamakura and Russel 1993,
1

Ailawadi et al 2003, Go ldfarb et al 2009). 1

14
The co ncept o f brand value fo r the co nsumer has beco me a central marketing co ncept due to the
1 1 1 1 1 1 1

increasing scientific and co mmercial interest fo r brands, since the appro ach acco rding to which
1 1 1 1 1

brands co nstitute o ne o f the mo st valuable intangible assets o f co mpanies is spreading mo re and

1 1 1 1 1 1 1

mo re (Kapferer 2008). Brands can remain in the market fo r the lo ng term until pro ducts are
1 1 1 1

transfo rmed o r disappear (Kapferer 2008); That's why it's wo rth investing in brand develo pment.
1 1 1 1

Aaker's publicatio ns in the early 1990s (1991) generated a gro wing interest in the pro blem o f
1 1 1 1

financial returns fro m valuable brands (Fehle et al.

1

2008). High-value co mpanies can expect a significant increase in their market share if they reduce
1

their prices, while their decrease in participatio n wo uld be insignificant if their prices increase
1 1

(Ailawadi et al., 2003). Several empirical research repo rts o n a po sitive relatio nship between brand
1 1 1 1

value metrics within agencies (BAV, Interbrand and Equitrend) and financial returns, as well as
sto ck returns (Barth et al., 1998, Fehle et al. 2008).
1

15
O BJECTIVES O F STUDY
1 1

 To analyze influence o f co nsumer mo uth to mo uth advertisement o n o nline buying

1 1 1 1 1 1 1 1

behavio r 1

 To analyze pro blems o f co nsumer mo uth to mo uth advertisement o n o nline buying

1 1 1 1 1 1 1 1 1

behavio r 1

 To pro vide suggestio ns and reco mmendatio ns by which the pro blems co uld be so lved
1 1 1 1 1 1 1 1

16
RESEARCH METHO DO LO GY 1 1 1

Research Design

: Descriptive

Sampling Technique : Co nvenient Sampling

1

Data Co llectio n Detail

1 1 : Primary data

: Seco ndary data

1

Research Instrument : Questio nnaire

1

Sample design : Simple rando m design

1

Sample size : 100

Sample lo catio n
1 1 : Dehradun

Plan fo r data analysis

1 : Pie Charts

17
 REFERENCE

• Aaker D A (1991), Brand Capital Management: Capitalizing o n the Value o f 1 1

A brand, The Free Press, New Yo rk. 1

• Aaker D A (1996a), Building Stro ng Brands, The Free Press, New Yo rk.
1 1

• Aaker D A (1996b), "Measuring Brand Value in Pro ducts and Markets," Califo rnia Management 1 1

Review, Vo l. 38, no . 3, p. 102-120.

1 1

• Ariely D (2000), "Co ntro lling Info rmatio n Flo ws: Effects o n Decisio n Making and Co nsumer
1 1 1 1 1 1 1 1

Preferences", Jo urnal o f Co nsumer Research,

1 1 1

Vo l 27 September, pp. 233-248.

1

• Ashil NJ and Sinha A (2004), "An Explo rato ry Study o n the Impact o f Brand Develo pment and
1 1 1 1 1

Co untry o f O rigin Effects o n Purchase Intent", Jo urnal o f Asia-Pacific Business, flight. 5, no . 3,

1 1 1 1 1 1 1

p. 27-43.
• Assael H (1998), Co nsumer Behavio r and Marketing Actio n, 6th Editio n, So uth-Western,
1 1 1 1 1

Tho mso n Learning Divisio n, Cincinnati, O hio .

1 1 1 1 1

• Bilkey W J and Nes E (1982), "Co untry o f O rigin Effects o n Pro duct Evaluatio ns", Jo urnal o f
1 1 1 1 1 1 1 1

Internatio nal Business Studies, Vo lume 13, Spring / Summer, p. 89-99.

1 1

18