GfK survey: Romanians are influenced by word-of-mouth in shopping decisions

Newsroom 20/12/2011 | 13:38

Word-of-mouth has a direct influence on the Romanians’ consumption behavior. Recommendations from friends, relatives or colleagues influence greatly the decision to buy in the case of 50 percent of the Romanians, according to a GfK Omnibus survey.

Thus, Romanians are influenced by word-of-mouth especially when it comes to health services, electronic products, computers and technology products such as TV screens, computers, mobile phone or photo camera. They are les influenced when it comes to saving products or investments.

The ten categories of products and services analyzed in the survey were cars, money saving or investment, house decorations, food or drinks, spare time venues (such as restaurants, cinemas, concerts, vacations), technology (TV, personal computer, mobile phones, photo cameras), personal care products, clothes/shoes, health services, and education services.

The main way in which word-of-mouth is perpetuated is face-to-face, in the case of 94 percent of respondents that took part in the survey.

A ratio of 5 percent of the respondents said that talking on the phone is the main way to transmit word-of-mouth.

When Romanians generate word-of-mouth in the online environment, this is rather negative than positive. They do so via messenger, e-mail, forums, and social networks.

The GfK Omnibus survey was made on a sample of 1,656 people above 15 years old between April- May 2011.
Otilia Haraga