Browsing by Author "ASMA BI"

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    The impact of word of mouth on consumer choice of fast food outlets in South Goa
    (ASST. PROF. DEEPA V. DHUMATKAR, 2026) ALAN CORREIA; ANSH BANDEKAR; KATE VAZ; ALLOYSIA DE SA; ASMA BI
    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.