A Research Study on Consumer’s Preference towards Selecting Word of Mouth Medium for Watching Movies

Abstract

As it is the modern marketing era, consumers do not directly purchase the product/services only by getting informations through marketing efforts done by company itself like advertisements, other promotional efforts like promoting the movie in popular TV shows etc., they always go for the reviews and recommendations of others regarding that movie before purchasing tickets. Advertisement and Sales promotion are still relevant but the media has changed. A satisfied customer is the best ambassador for a company or Product even in the digital era and will perhaps be the same in the days to come. Now a days the picture of word of mouth has changed because of social media use, now there are varieties of ways for word of mouth. This study focuses on analyzing which way of word of mouth is more effective among all and for that the response of 150 persons of Rajkot city were taken as a sample, who watch Movies in theaters. For testing the hypothesis ANOVA test is applied. At the end of the study it is found that majority of the respondents relies upon the direct reviews of family and friends tool of word of mouth publicity in selection of the movies to be watched in theaters.