• Dr. Vinod Urath

The study was premised as an attempt to find out whether in a circumstance when influence of a family member in the home is strong there are any specific WOM influences that are more influential to get the buyer purchase the product. In this study WOM is referred as person’s information or advice or any other form of verbal or non- verbal and such other cues, befalling on the buyer in his purchase of Mobile Phones. So here the variable family member’s influence is taken as the independent variable and the dependent variables are different WOM influences that led to the purchase. The schedule was tested and validated on a small sample taken from Coimbatore district. The study was conducted using a sample drawn to represent assorted regions in Coimbatore in the province of Tamilnadu in India. This profiling of the population is done for two reasons.

WOM influence, Family member influence, Mobile phone purchases, opinion leadership, verbal and non-verbal cues, consumer behavior.

" Effect of divergent WOM sources on the brand choice of prospects with Family Member influence as an independent variable in the purchase of Mobile Phones", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.380-400, March-2019, Available :http://www.jetir.org/papers/JETIR1903M48.pdf

" Effect of divergent WOM sources on the brand choice of prospects with Family Member influence as an independent variable in the purchase of Mobile Phones", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp380-400, March-2019, Available at : http://www.jetir.org/papers/JETIR1903M48.pdf