The Effect of Word of Mouth Advertising on Customer Preferences

The aim of current research investigation is to investigate the effect of Word of mouth advertising on customer preferences in the industry flour milling companies in East Azerbaijan province respectively. The population of this research is to supply, all buyers to store flour in the province during December 1395, have been referred. Unlimited because of the number of the population, sample of 196 individuals was selected. Collect data, questionnaires. To analyze the data collected, SEM was used for collected data analysis using SPss & Lisrel software's. Findings of the study indicated positive and significant effect of word of mouth on customer’s preferences, Brand associations and brand awareness, positive and significant effect of brand awareness on customer’s preferences. Moreover, in this study the intermediary role of the brand awareness confirmed in the relationship between word of mouth and the customers’ preference in choosing and buying flour brand in East Azerbaijan.