The Influence of Word-of-Mouth Communication on Consumers’ Choice of Selected Products in Nigeria

This study examined the influence of word-of-mouth communication on consumers ’ choice of selected products in Nigeria. To this end, the study evaluated also factors that induce word-of-mouth. In all, a total of three objectives were developed and in an attempt to test them, a survey research method was used. Sample was drawn from consumers of selected companies ’ products in Lagos, Rivers, and Anambra States; while the tools used for hypotheses testing included Pearson product moment correlation coefficient and the OLS.The results of the study shows that Consumers ’ interactions through word-of-mouth (WOM) had a major impact on consumer response to a product and that quality product induces word-of-mouth communications, and largely driven by Consumer-orientation. It was however recommended that organizations ’ emphasis should be directed at consumers’ satisfaction that would in turn propel repeat purchase and instigate satisfied consumers to be organizations best sales ’ persons, rather than incurring huge expenses on communication and other promo-tools.