The Effect of Word of Mouth Communication on Consumers' Purchasing Decisions: (Example of Batman Province)

In today's competitive environment, businesses and organizations want to become a leader in the target market or have a satisfactory market share in line with their goals. For this, they have to produce products and services that can meet the demands, needs and expectations of consumers and put them into the target market. In this respect, businesses or organizations need to understand consumers well and analyze their expectations and expectations in order to reach their visions. Recently, word-of-mouth communication, which has become increasingly important, has been recognized as a major cost-effective promotional activity for businesses or organizations. At this point, word-of-mouth communication is seen as an promotional activity by enterprises and organizations both in order to meet the demands, needs and expectations of the consumers and also to minimize their costs while doing these. In addition, it is of great importance that businesses and organizations give importance to word of mouth communication in order to keep their current customer portfolio and gain new customers, in order to understand the wishes and expectations of consumers. The main purpose of this study is to examine the effect of word-of-mouth communication on the white goods sector in consumers' purchasing decisions. In this context, the relationship between oral communication and consumer white goods purchasing decisions, which are among the information sources that consumers applied before making a purchase decision, are examined. The questionnaires prepared for this purpose were applied in Batman province. During the implementation process, the data obtained through surveys were recorded in statistical analysis data files. Statistical analysis such as reliability, validity, frequency, t-test and one-way ANOVA analysis were performed. As a result of the analyzes, it was revealed that there is a significant and positive relationship between consumers' decisions to purchase white goods and oral communication which is accepted as promotion and promotion technique.

Keywords

Word-of-Mouth communication, Consumer Behaviors, White Appliances Sector