The impact of word of mouth on consumer choice of fast food outlets in South Goa
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Date
2026
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Journal ISSN
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Publisher
ASST. PROF. DEEPA V. DHUMATKAR
Abstract
This study was conducted to examine how word of mouth influences consumer preferences
and decision-making while selecting fast-food outlets in South Goa. The objectives were
to analyse consumer preferences, assess the impact of word of mouth on outlet choice,
understand perceptions shaped by informal communication, and identify the primary
sources influencing consumers. The significance of the study lies in highlighting how
personal recommendations, shared experiences, and peer opinions function as a powerful
marketing force in the local context, offering practical insights for outlet owners and
contributing to regional consumer behaviour literature. Primary data was collected from
300 customers who frequented fast-food outlets in South Goa using a structured
questionnaire administered both online and personally. The study adopted snowball,
convenience, stratified, and purposive sampling techniques to ensure representation across
age, income, education, occupation, and residential background. The findings revealed that
younger consumers, students, and working professionals formed the dominant segment,
with family and friends emerging as the most trusted source of information. Face-to-face
communication was the most preferred form of word of mouth, and food quality remained
the primary selection criterion. Overall, word of mouth was found to be extremely
influential in shaping consumer perceptions and outlet choice.