Buzz Marketing a study in Indian context

Some students of IIM Banglore did a study on buzz marketing .

They have found that buzz was most common for Technology Products (mobiles, laptops, games) and Automobiles. These categories were followed by Entertainment, Fashion Goods and Home Appliances. The rest of the categories did not have great variance.They also found that people below 35 years of age were more affected by buzz marketing in India.This indicates that buzz marketing can be effectively used for product categories that have a higher degree of customer involvement in the purchase. For the purchase more commonplace goods, buzz does not have a significant impact.

Interestingly most of the buzz or viral marketing in India happens either through the net or in case of vehicles at some level through test rides and all. the sequence of chain mails in IT industry and blogs seem to be various tools of such marketing in India.

An update is that the daddu protex viral marketing video has now reached India Fm broadband it also seems to be making waves