Role of Word of Mouth Communication in North Cyprus: Painkillers and Dermocosmetics Products

There are numerous companies in the global market who are in the same sector and competing with each other; they are offering almost similar products or services while they are reaching their customers. In the medical sector it is clearly considered that companies are producing too many medicines and derma-cosmetic products on the market and they are offering similar features and benefit products for their patients. The aim of this research is to contribute to the literature about Word of Mouth (WOM), which has a great impact in the medical sector especially in developing countries. As TRNC is a small semi-island, people rely more on word of mouth communication than any other promotional mixed elements. Thus, this research explores “The Importance of Word Of Mouth (WOM) Communication in the Medical Sector in the TRNC Market”. Therefore in this research Interpersonal Communication, Word of Mouth Communication and diffusion on innovation theory was used. In this study, quantitative research, survey method was conducted as primary resources and it was limited only to the painkiller and derma-cosmetic products in Famagusta TRNC market. Before collecting the accurate data 50 questionnaires were distributed as a pilot test and according to the feedback the pilot test questionnaire was renewed. Data collection was done by 320 respondents in 15 different areas in Famagusta. There were 33 questions in the questionnaire and it was prepared as in-house to explore the study. According to research it seen that people who live in Famagusta 110 of the respondents (34.4%) are doing periodic check-up. Also the 212 of the respondents (66.3%) take care for their personal care. In addition to this when they have some headache 101 (31.6%) of claimed that they directly gets painkiller medicine. Also 148 of the respondents claimed that they use derma-cosmetic products when they need it and when they pass purchasing process quality is the first criteria that they look for then price and brand names comes next. On the other hand only 36 of the respondents claimed that they get influenced form advertising. Lastly 241 of the respondents claimed that no matter either positive or negative experience they share this information with their close group and use either positive or negative WOM communication. Keywords: Word of Mouth (WOM), Derma-cosmetics products, Painkiller products.