The International Institute for Science, Technology and Education (IISTE)
Abstract
The purpose of this study is to define how word of mouth influence consumer’s buying behavior. Word of mouth is becoming a strong tool for building brand in present time. The research used primary and secondary data for analysis. In primary data, 500 respondents’ data were collected and Microsoft excel used for analysis. The findings recommend that word of mouth has impact on consumer buying behavior. The results suggest that word of mouth built by trust and loyalty. The findings are based on small sample size however; the framework may be used for future research. The significance of word of mouth, particularly consumer buying behavior, is increased rapidly. The paper will give marketers a better understanding of word of mouth as well as consumer perceptions. Keywords: Word of mouth, Network marketing, Consumer buying behaviour, Consumer trust, Consumer loyalty
