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Abstract:
This research is aimed at highlighting the significance of Word-of-Mouth communication for a company's sales as well as determining the negative and positive influence sit has on consumer behavior with special focus on the purchase environment. Further, this research intends to find out the influences that word of mouth communication has on the likelihood of a new product to be paid attention to/ go as far as filling a gap in the market. The study employs the use of 595 accepted Decision-Making Questionnaire (DMQ) which were distributed to a population of 300 students from 8 different universities and schools, and 200 individuals who were in the labor force as well as 100 1hich went to baby boomers. A physical observation and survey was conducted in 3 random university shops and 3 company canteens to monitor purchase behavior of students and employees. Another set of 200 questionnaires was distributed to a number of grocery suppliers in random institutions and schools. From this batch, only 195 returned forms were accepted and used for this purpose. The results recommended the reinforcement of word of mouth for both marketing and advertising teams. Given that these departments emphasize face to face word of mouth and a backup of e-Word of mouth, the sales and revenue of the companies are expected to hoist. This study discovered and concluded that the most effective, cost free form of consumer-supplier communication is Word-Of-Mouth-Communication (WOMC) especially when consumer-consumer strategy is employed
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