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- W3176050595 abstract "Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms' intentional influencing of consumer-to-consumer communications about the firms' products. This study's primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOM's correlation with each of these aspects was positive and high, indicating a direct and strong relationship." @default.
- W3176050595 created "2021-07-05" @default.
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- W3176050595 date "2020-12-31" @default.
- W3176050595 modified "2023-10-16" @default.
- W3176050595 title "CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION" @default.
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- W3176050595 doi "https://doi.org/10.31620/jccc.12.20/15" @default.
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