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Nothing Beats Word of Mouth in India Nothing sways an Indian buyer's choice more than a word of reassurance from the people he knows. Now even high octane media blitz. A global online survey conducted by ACNielsen puts word of mouth communication and referencing as the biggest influence than conventional adveretising on consumers in their buying decisions. In big ticket purchases like cars, mobile phones and home loans, the study says that almost 50% of consumers in India rely on the references from their friends and realtives While making their decisions. The story is different in developed economies. Take the case of automobiles. In markets like the US, Canada and Japan more people are influenced by conventional advertising by automobile companies, in developing markets like India, Malaysia and Thailand it's the neighbour or the colleague who tips the scales one way or the other. "In case of luxury goods, the psyche of Indians has always been different. Buying a car is a family decision, so it is only natural that all the members of the family will talk to the other users of a similar products, who they know", General Motors India director P Balendran said: "No wonder, large automakers in India spend as much on customer satisfaction as advertising, and recognitions like the JD Power Customer Satisfaction awards taken so seriously."When the whole world is going crazy with Internet and mobile marketing, it is interesting that for Indians it's still conventional advertising and word of mouth campaigns that sways their choices. Unlike in the West, Indians come from a very closely-knit society where people get influenced by their peers, relatives and local celebrities. People are more than willing to accept a brand if it's endorsed by their favourtie superstar or is recommended by their close associates, " AC Nielsen (south Asia) ED Sarang Panchal says. " However, in markets like the US, previous experience with the products is the strongest influencer overall and particularly when it came to buying cars (49%) , choosing a banks (46%) , mobile phone (39%) and loans (35%) . World of mouth is a priority while buying weight loss products and mobile phones." Which element of Marketing Mix is discussed in the given case.

Nothing Beats Word of Mouth in India Nothing sways an Indian buyer's choice more than a word of reassurance from the people he knows. Now even high octane media blitz. A global online survey conducted by ACNielsen puts word of mouth communication and referencing as the biggest influence than conventional adveretising on consumers in their buying decisions. In big ticket purchases like cars, mobile phones and home loans, the study says that almost 50% of consumers in India rely on the references from their friends and realtives While making their decisions. The story is different in developed economies. Take the case of automobiles. In markets like the US, Canada and Japan more people are influenced by conventional advertising by automobile companies, in developing markets like India, Malaysia and Thailand it's the neighbour or the colleague who tips the scales one way or the other. "In case of luxury goods, the psyche of Indians has always been different. Buying a car is a family decision, so it is only natural that all the members of the family will talk to the other users of a similar products, who they know", General Motors India director P Balendran said: "No wonder, large automakers in India spend as much on customer satisfaction as advertising, and recognitions like the JD Power Customer Satisfaction awards taken so seriously."When the whole world is going crazy with Internet and mobile marketing, it is interesting that for Indians it's still conventional advertising and word of mouth campaigns that sways their choices. Unlike in the West, Indians come from a very closely-knit society where people get influenced by their peers, relatives and local celebrities. People are more than willing to accept a brand if it's endorsed by their favourtie superstar or is recommended by their close associates, " AC Nielsen (south Asia) ED Sarang Panchal says. " However, in markets like the US, previous experience with the products is the strongest influencer overall and particularly when it came to buying cars (49%) , choosing a banks (46%) , mobile phone (39%) and loans (35%) . World of mouth is a priority while buying weight loss products and mobile phones." What are the various tools used in this process.

Following are the conditions for short listing candidates for the post of Customer Relations officers (CRO for XYZ Limited. The candidate to be called for interview must A. be a graduate in Science i.e. B.Sc. with minimum 55% marks. B. Have atleast 3 yr experience in selling/marketing. C. have participated in debating or drama or sports at the inter college level onwards. D. have secured minimum 60% marks in the written examination. E. be ready to deposit ? 10000 as security deposit. Based on these criteria and information provided below, decide the courses of action in each case. You are not to assume anything. If the data provided is not adequate to decide the given course of action, your answer will be 'data inadequate'. All the candidates given below fulfill the criteria for age. Kurpa is a successful sports person and has won several prizes in sports and debating at inter college level onwards. In B.Sc., M.Sc. and written exam, she has obtained 62%, 55% and 65% marks, respectively. She has 5 yr experience in sales. Her father is a successful businessman.

Following are the conditions for short listing candidates for the post of Customer Relations officers (CRO for XYZ Limited. The candidate to be called for interview must A. be a graduate in Science i.e. B.Sc. with minimum 55% marks. B. Have atleast 3 yr experience in selling/marketing. C. have participated in debating or drama or sports at the inter college level onwards. D. have secured minimum 60% marks in the written examination. E. be ready to deposit ? 10000 as security deposit. Based on these criteria and information provided below, decide the courses of action in each case. You are not to assume anything. If the data provided is not adequate to decide the given course of action, your answer will be 'data inadequate'. All the candidates given below fulfill the criteria for age. Kanchan has 6 yr of experience in marketing consumer products. She has completed her B.Sc, M.Sc. and MBA with 65%, 56% and 62% marks, respectively. She is ready to pay the security deposit. She participated at debating competitions and has won many prizes in inter college/university events. She is interested in social work.

Following are the conditions for short listing candidates for the post of Customer Relations officers (CRO for XYZ Limited. The candidate to be called for interview must A. be a graduate in Science i.e. B.Sc. with minimum 55% marks. B. Have atleast 3 yr experience in selling/marketing. C. have participated in debating or drama or sports at the inter college level onwards. D. have secured minimum 60% marks in the written examination. E. be ready to deposit ? 10000 as security deposit. Based on these criteria and information provided below, decide the courses of action in each case. You are not to assume anything. If the data provided is not adequate to decide the given course of action, your answer will be 'data inadequate'. All the candidates given below fulfill the criteria for age. Dinkar has won many prizes in sports at inter college/university level. He has 7 yr of experience in direct sales. He has scored 65%, 56% and 53% marks in written exam, B.Sc. and M.Sc., respectively. He is ready to deposit security deposit and desires to make a career in selling.

Following are the conditions for short listing candidates for the post of Customer Relations officers (CRO for XYZ Limited. The candidate to be called for interview must A. be a graduate in Science i.e. B.Sc. with minimum 55% marks. B. Have atleast 3 yr experience in selling/marketing. C. have participated in debating or drama or sports at the inter college level onwards. D. have secured minimum 60% marks in the written examination. E. be ready to deposit Rs. 10000 as security deposit. Based on these criteria and information provided below, decide the courses of action in each case. You are not to assume anything. If the data provided is not adequate to decide the given course of action, your answer will be 'data inadequate'. All the candidates given below fulfill the criteria for age. Deepali is a 26 yr old girl having obtained 60% marks in post-graduate, 53% and 64% at B.sc. and written exam respectively. Deepali has worked as sales executive for 3frac(1)(2) yr. She has obtained many prizes in inter college events in debating and is ready to deposit Rs.10000 as security deposit.

Following are the conditions for short listing candidates for the post of Customer Relations officers (CRO for XYZ Limited. The candidate to be called for interview must A. be a graduate in Science i.e. B.Sc. with minimum 55% marks. B. Have atleast 3 yr experience in selling/marketing. C. have participated in debating or drama or sports at the inter college level onwards. D. have secured minimum 60% marks in the written examination. E. be ready to deposit ? 10000 as security deposit. Based on these criteria and information provided below, decide the courses of action in each case. You are not to assume anything. If the data provided is not adequate to decide the given course of action, your answer will be 'data inadequate'. All the candidates given below fulfill the criteria for age. Rohan is the son of a marketing executive, Rohan has obtained money as prizes in inter college/university debates and drama events. He has worked as marketing executive for 5 yr after completing his B.Sc. and MBA with 62% and 70% marks, respectively. He is ready to give security deposit of Rs. 10000. He has obtained 65% marks in written exam.