Positive word of mouth publicity is very important of any product to succeed in the market. To take advantage of the same one needs to understand why do people talk about the product and in turn influence the buying behavior of reference group. There are few reasons why I think people are interested in talking about the product.
1. As a natural tendency of human being every one likes to give a suggestion to others. When they like the product and happy with product performance they want to inform others, in turn spread positive word of mouth for the product.
2. People like to show off their knowledge to others. This is one of the reasons even if the product is not bought or used, people talk about it. e.g. all the people talking about Mercedes or Bentley it is not necessary that own one. It is quit possible that they have not seen it ever, but they talk about the same.
3. People like to associate themselves with certain product. Some products are considered as status symbol and prestigious, so when you own one you will talk about the same and inform people that you own the product. People are actually talking about themselves but end up advertising the brand.
4. People also talk about the product that they buy to check whether their decision of buying the product was correct, and some one has bought the same product for the same price. This is result of post purchase dissonance when customer is not sure about the performance of the product.
Marketer needs to have product which lives up to the customer expectation, brand which is considered to be the prestigious or best in terms of quality and the product which suffers no post purchase dissonance to take advantage of the positive word of mouth publicity, which is free of cost and needs very little marketing effort by the marketer
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