Word of mouth komunikacija

Consumers' buying decision is very complex multistep process in which a lot of factors have significant impact. Traditional approach to the problem of communication between a company and its consumers, implies usage of marketing mix instruments, mostly promotion mix, in order to achieve positive purchase decision. Formal communication between company and consumers is dominant comparing to informal communication, and even in marketing literature there is not enough attention paid to this type of communication such as Word of Mouth. Numerous of research shows that consumers emphasize crucial impact of Word of Mouth on their buying decision. .