A research about determining the importance of word of mouth marketing for choosing pre-school education institution in Trakya

In today’s technology, consumers can easily obtain all kinds of information. In addition; the consumer who is directly exposed to many desired or undesired messages has difficulty in making a decision in the purchasing process. While consumers try to choose the best one for themselves among many alternatives, marketers who try to respond to variable needs and desires of consumers are also trying to develop new strategies. One of them is to use word-ofmouth marketing method in a positive way. Since the choice of pre-school education institution has an important place in the service sector, word-of-mouth marketing should be applied properly. The aim of this study is to determine the factors affecting word of mouth communication variables in the purchasing decision of pre-school education institutions. For this study; it is aimed to collect data from people in Trakya district. Target audience can be parents or family elders and relatives who are providing financial support have chosen or will choose a pre-school education institution soon for at least 1 child. After the data collection; 225 surveys were synthesized in the SPSS program. As a result of the research; it has been determined that most of the consumers get advice when purchasing pre-school education services and the people they get advice from are the people in their immediate surroundings such as colleagues/friends and people who are experts about education. Besides; pre-school education employees and the internet are also effective sources of information. In conclusion; it has been seen in the research results that some demographic variables affect WOMC and WOMC is effective in the purchasing process of pre-school education institution.