1Professor, School of Business and Management, Jaipur National University, Jaipur-302017, Rajasthan, India
2Research Scholar, School of Business and Management, Jaipur National University, Jaipur-302017, Rajasthan, India, bakshih24@gmail.com
*Corresponding author Email id: tandonjk@rediffmail.com
Online published on 8 October, 2015.
Customers these days play a deciding role more than ever before. They tend to avoid the commercial messages as they know that these messages are intended to persuade them to buy the product. Thus, in order to attract the attention of customers who tries to shun the ads in TV, newspapers, radio, etc., cement companies are moving towards non-traditional media and designing marketing programmes around influencers, which helps them in spreading a positive word of mouth for the company in the market place. This article focuses on identifying the influencers, their impact on the buying decision of customers and marketing programmes designed by cement companies to motivate them in order to spread a positive word of mouth for the company.
Word of Mouth, Influencers Dealers, Architect, Mason, Consumer Buying Behaviour, Loyalty programmes
