Effects of Word-of-Mouth among Filipino Youth in Choosing Product Brands

Abstract

This study case focused on the underlying effects of word-to-mouth on the behavior of consumers pertaining to product preference and selection. The study also focused on product branding and peer recommendation and how it entangled with word-of-mouth on decision making. The study referred to strong product branding as an asset to brands and enterprises identities which can lead to strong impressions for consumers. Peer recommendations were also given high regard as a factor for the consumers when selecting a product to purchase. Through purposive sampling and focus group discussions, researchers were able to confirm these claims by addressing conclusive questions to the participants of the research. The researchers have found the participants valued quality, price, efficiency, and longevity of the product highly and would prefer well-known brands. Personal experience was also a decisive factor in selecting a product brand. Majority of the participants also asked for assurance from other individuals when selecting a product to purchase, but only half of the participants based their decision on the opinion of others. The other half of the participants stated that products which have not worked for others might work for them. In conclusion, branding and marketing has greatly swayed the view of consumers when availing a product or service. Word-of-mouth has greatly influenced the standard for product preference by manipulating the trends and allowing products to be showcased in different platforms.