Conference Paper

Word-of-Mouth Marketing and Consumer Purchase Decision

This research was carried out to investigate the impact of word-of-mouth marketing on consumer purchase decision of Fumcy Kitchen, Ilaro Ogun State. The study adopted a survey research design and relied upon the use of a structured questionnaire to gather quantitative data from 269 respondents who are customers of Fumcy Kitchen. The collected data were analysed using descriptive statistics while regression analysis was used to test the hypotheses. The findings revealed that conviction has a significant influence on consumer purchase decision (t-2.692; p<0.05), experience also has a significant relationship with consumer purchase decision (t-2.414; p<0.05). Similarly, the findings shows that personal interaction quality significantly influence consumer purchase decision (t-5.797; p<0.05) while preference also has a significant influence on consumer purchase decision (t-6.867; p<0.05). The study therefore concludes that word-of-mouth marketing has a significant influence on consumer purchase decision. It was recommended that Fumcy Kitchen and other similar firms should continuously surpass customer expectations in order to enjoy a sustained competitive advantage. Keywords: Consumer, Experience, Marketing, Purchase decision, Word-of-mouth.