• Login
    View Item 
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Investigating the significance of word-of-mouth marketing from a consumer perspective in the German sanitary industry

    View/Open
    msc_lam_l_2018.pdf (2.137Mb)
    Author
    Lam, Luca
    Date
    2018
    Degree
    MSc in Marketing
    URI
    https://esource.dbs.ie/handle/10788/3567
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
    Metadata
    Show full item record
    Abstract
    The modern digital age leads to an ongoing communication between consumers and companies. Consumers exchange experiences about products and services, recommend them or warn others against a bad buy. In addition, consumers are constantly overwhelmed by persistent advertisements, which leads to an overstimulation. They perceive advertisements as disturbing or ignore them completely. Word-of-mouth can provide a great connection and a solid base of trust between consumers and companies (Schueller, 2015, pp. 12-14; Silverman, 2011, pp. 28-30). Therefore, it can significantly influence the company’s success in a positive and negative way. The aim of this dissertation is to investigate the significance of word-of-mouth marketing from a consumer perspective in the German sanitary industry. In the end, it shall provide a qualitative answer about how significant this marketing tool is in the context of this specific industry. The research is conducted through a qualitative research based on in-depth interviews with semi-structured questionnaires and two different research populations. The first population consists of wholesalers and installers who are considered as influencers. The second population consists of consumers who are or were involved with a purchase of a sanitary product. The samples are selected based on the researcher’s location. The research revealed deep insights into the word-of-mouth and influencer marketing as well as into the consumer behaviour in the German sanitary industry. Overall, it revealed that word-of-mouth plays a crucial role in the sanitary industry from different perspectives. Based on the primary and secondary research, it is recommended that businesses of the German sanitary industry should consider word-of-mouth as a controlled marketing tool and understand its importance for customers. Further research could be undertaken to investigate further into the consumer behaviour and especially into branding strategies for the German sanitary industry.
    Collections
    • Business & Management

    Browse

    All of DBS eSourceCommunities & CollectionsBy Issue DateAuthorsSupervisorTitlesSubjectsThis CollectionBy Issue DateAuthorsSupervisorTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2022  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV