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Seeking Word of Mouth: An Empirical Investigation of Consumer Motivations

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