Word of Mouth as a marketing tool : Case study: Green tyre company
Drobysheva, Arina (2017)
Drobysheva, Arina
Metropolia Ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120419526
https://urn.fi/URN:NBN:fi:amk-2017120419526
Tiivistelmä
The purpose of the study is to analyse the effect of word of mouth marketing on chosen company. Green tyre is a rapidly growing auto service company that operates in SaintPetersburg, Russia. The company sells tyres and automobile disks as well as offers different repair services.
Quantitative research methodology was used in the study. Data gathered through questionnaires that were given to clients of Green tyre. Thirty- five questionnaires were given and all of them were answered.
The results of the questionnaire revealed a high level of word of mouth influence on Green tyre’s clients. The results of the study showed that the target audience is male between 34 to 48 years old. Over thirty - one percent of respondents rely on recommendations when searching for an auto service. Moreover, over sixty percent of participants share their experiences with friends or families. It was also found that most of the clients rely on billboard advertising channel. However, the biggest number of clients still does not check reviews before choosing an auto service and prefer using different companies every time.
The most valued qualities perceived for auto service were service level and price.
The author recommends that management of Green tyre begins listening to their clients and increase level of presence in social networks. It is recommended that Green tyre develops word of mouth marketing strategy in the internet and start communicating with customers in person to achieve competitive advantage on the market. Further research, however, is needed to find correct target audience as well as buyer needs and wants.
Quantitative research methodology was used in the study. Data gathered through questionnaires that were given to clients of Green tyre. Thirty- five questionnaires were given and all of them were answered.
The results of the questionnaire revealed a high level of word of mouth influence on Green tyre’s clients. The results of the study showed that the target audience is male between 34 to 48 years old. Over thirty - one percent of respondents rely on recommendations when searching for an auto service. Moreover, over sixty percent of participants share their experiences with friends or families. It was also found that most of the clients rely on billboard advertising channel. However, the biggest number of clients still does not check reviews before choosing an auto service and prefer using different companies every time.
The most valued qualities perceived for auto service were service level and price.
The author recommends that management of Green tyre begins listening to their clients and increase level of presence in social networks. It is recommended that Green tyre develops word of mouth marketing strategy in the internet and start communicating with customers in person to achieve competitive advantage on the market. Further research, however, is needed to find correct target audience as well as buyer needs and wants.