Factors that affect word to mouth communication and word of mouth marketing's impact on buying behaviour: Research on customers buying second hand car

In this thesis study, factors that affect word to mouth communication of customers buying second hand car and word to mouth communication's relation with buying behavior are analyzed. The aim of the research is to present the factors that affect word to mouth communication and to explain whether word to mouth communication affects buying behavior. Our research is determining which factors purchasing preference second hand cars are affected, by testing word of mouth communication's relation with buying behavior. After literature review is being made, the main audience of the surveys which was held face to face is second hand car buying customers who are the subject of the research. In the research, demographical data is explained with frequency analysis. Variables' validity and reliability analysis are examined by using exploratory factor analysis and security analysis. Direction, severity and impact of the relation between variables are examined by making regression and correlation analysis. Lastly, hypotheses of the research are tested with t-tests. It is precipitated that second hand buying customers' purchasing preference who are the subject of the research has an impact of word of mouth communication. And the factors that affect word of mouth communication are brand trust, brand image and customer satisfaction.