WORD OF MOUTH

A Report
on

WORD OF MOUTH-AN
EFFECTIVE WAY OF
COMMUNICATION

By
Digvijay Gaur
08BS0000947

1|Page
 WORD OF MOUTH

Management Research Project

on

Word of Mouth-An effective Way Of

Communication

SUBMITTED TO: SUBMITTED BY:

Dr.M.C Kapoor Name: Digvijay Gaur
College Guide Enrollment Id:08BS0000947
Mobile No: +919911106916
Email Id: digvijaygaur@[Link]

A report submitted in partial fulfillment of the

requirements of
MBA program

2|Page
 WORD OF MOUTH

Acknowledgement:

“Knowledge is an experience gained in life. It is the choicest possession, which

should not be shelved but should be happily shared with others”. In this regard we
are extremely fortunate to have done a project on consumer behavior.

I express my gratitude to my esteemed guide Dr. M.C Kapoor, ICFAI BUSINESS

SCHOOL, Gurgaon for his valuable critiques, assistance and encouragement,
which enabled me to carry on the project successfully. He gave me a wonderful
opportunity to work on this project. His time-to-time guidance and incessant
support helped me to broaden my outlook on the project. I am highly obliged for
his support.

I also want to give my gratitude to Dean, ICFAI Business School and other persons
of the Institute, to give me an opportunity of exploring new things and adding
value to my knowledge.

3|Page
 WORD OF MOUTH

Executive Summary

Word-of-mouth marketing, which encompasses a variety of subcategories,

including buzz, blog, viral, grassroots, because influencers and social media
marketing, as well as ambassador programs, work with consumer-generated
media and more, can be highly valued by product marketers. Because of the
personal nature of the communications between individuals, it is believed
that product information communicated in this way has an added layer of
credibility. Research points to individuals being more inclined to believe
WOMM than more formal forms of promotion methods; the receiver of
word-of-mouth referrals tends to believe that the communicator is speaking
honestly and is unlikely to have an ulterior motive (i.e. they are not receiving
an incentive for their referrals).

To promote and manage word-of-mouth communications, marketers use

publicity techniques as well as viral marketing methods to achieve desired
behavioral response. Influencer marketing is increasingly used to seed
WOMM by targeting key individuals that have authority and a high number
of personal connections.

In summary, word-of-mouth not only plays an important role in the

evaluation of products but also plays an important role in society as well.
As a tool of advertisement, the extent of relationship between movies and
Word of mouth is to be discussed in the whole study of the project,
similarly, as a tool of information, the extent of relationship between MP3
players and Word of mouth is also to be discussed in the study.

4|Page
 WORD OF MOUTH

I. Introduction :
Word of mouth:

Word of mouth is a reference to the passing of information by verbal

means, especially recommendations, but also general information, in an
informal, person-to-person manner. Word of mouth is typically
considered a face-to-face spoken communication, although phone
conversations, text messages sent via SMS and web dialogue, such as
online profile pages, blog posts, message board threads, instant messages
and emails are often now included in the definition of word of mouth.
There is some overlap in meaning between word of mouth and the
following: rumour, gossip, innuendo, and hearsay; however word of
mouth is more commonly used to describe positive information being
spread rather than negative, although this is not always the case.

Word of mouth marketing (WOMM)

Word-of-mouth marketing, also known as buzz marketing and viral
advertising, can be highly valued by product marketers. Because of the
personal nature of the communications between individuals, it is believed
that product information communicated in this way has an added layer of
credibility. Research points to individuals being more inclined to believe
WOMM than more formal forms of promotion methods; the receiver of
word-of-mouth referrals tends to believe that the communicator is
speaking honestly and is unlikely to have an ulterior motive (i.e. they are
not receiving an incentive for their referrals).

5|Page
 WORD OF MOUTH

In order to promote and manage word-of-mouth communications,

marketers use publicity techniques as well as viral marketing methods to
achieve desired behavioral response.

Influencer marketing is increasingly used to seed WOMM by targeting

key individuals that have authority and a high number of personal
connections.
Marketers place significant value on positive word-of-mouth, which has
historically been achieved by creating products or services that generate
such "buzz" naturally.

The relatively new practice of word of mouth marketing attempts to

inject positive "buzz" into conversations directly. While marketers have
always hoped to achieve positive word-of-mouth, deliberate efforts to
generate beneficial consumer conversations must be transparent and
honestly conducted in order to meet the requirements of Section 5 of the
Federal Trade Commission Act that prohibits "unfair or deceptive acts or
practices." In order to help marketers understand the difference between
legitimate and unfair practices, a number of professional organizations
have put forward recommendations for ethical conduct.

Word-of-mouth effects in the life cycle of cultural goods have been

mathematically modeled.

With the emergence of Web 2.0, many web start-ups like facebook,
youtube, myspace, and digg have used buzz marketing by merging it with
the social networks that they have developed. With the increasing use of
the Internet as a research and communications platform, word of mouth
has become an even more powerful and useful resource for consumers
and marketers. Tracking this online 'buzz' has led to the rise of a range of
services and tools known as buzz monitoring as a component of online
public relations.

Successful example:

6|Page
 WORD OF MOUTH

Gmail - Google did no marketing, they spent no money. They created

scarcity by giving out Gmail accounts only to a handful of "power users."
Other users who aspired to be like these power users "lusted" for a Gmail
account and this manifested itself in their bidding for Gmail invites on
eBay. Demand was created by limited supply; the cachet of having a
Gmail account caused the word of mouth, rather than any marketing
activities by Google.

Word of mouth is a reference to the passing of information from person to

person. Originally the term referred specifically to oral
communication (literally words from the mouth), but now includes any type
of human communication, such as face to face, telephone, email, and text
messaging.

History of word of mouth marketing

One of the earliest Australasian references to and the active use of the term 'Word
of Mouth Marketing' was by an Australian MLM company from the mid 1980's.
This company may possibly have been the originator of the term. This company
promoted its alternative-to-dairy product range through this method, especially to
those with asthma, dairy allergies and cardiac issues. The related topics became a
conversational piece, so product promotion and trial naturally resulted.
Word of mouth marketing
Word-of-mouth marketing, which encompasses a variety of subcategories,
including buzz, blog, viral, grassroots, cause influencers and social media
marketing, as well as ambassador programs, work with consumer-generated media
and more, can be highly valued by product marketers. Because of the personal
nature of the communications between individuals, it is believed that product
information communicated in this way has an added layer of credibility. Research
points to individuals being more inclined to believe WOMM than more formal
forms of promotion methods; the receiver of word-of-mouth referrals tends to
believe that the communicator is speaking honestly and is unlikely to have an
ulterior motive (i.e. they are not receiving an incentive for their referrals).

7|Page
 WORD OF MOUTH

To promote and manage word-of-mouth communications, marketers use publicity

techniques as well as viral marketing methods to achieve desired behavioral
response. Influencer marketing is increasingly used to seed WOMM by targeting
key individuals that have authority and a high number of personal connections.
Marketers place significant value on positive word-of-mouth, which is traditionally
achieved by creating products, services and customer experiences that generate
conversation-worthy "buzz" naturally. The relatively new practice of word of
mouth marketing attempts to inject positive "buzz" into conversations directly.
While marketers have always hoped to achieve positive word-of-mouth, deliberate
efforts to generate beneficial consumer conversations must be transparent and
honestly conducted in order to meet the requirements of Section 5 of the
Federal Act that prohibits "unfair or deceptive acts or practices." To help marketers
understand the difference between legitimate and unfair practices, a number of
professional organizations have put forward recommendations for ethical conduct.
Word-of-mouth effects in the life cycle of cultural goods has been mathematically
modelled. For evidence as to the conditions under which word-of-mouth
communication is effective, see Grewal et al. 2003.
With the emergence of Web 2.0, many web start-ups like Face
book, YouTube, MySpace, and Digs have used buzz marketing by merging it with
the social networks that they have developed. With the increasing use of the
Internet as a research and communications platform, word of mouth has become an
even more powerful and useful resource for consumers and marketers.
In October 2005, the advertising watchdog group Commercial Alert petitioned the
United States FTC to issue guidelines requiring paid word-of-mouth marketers to
disclose their relationship and related compensation with the company whose
product they are marketing. The United States FTC stated that it would investigate
situations in which the relationship between the word-of-mouth marketer of a
product and the seller is not revealed and could influence the endorsement. The
FTC stated that it would pursue violators on a case-by-case basis. Consequences
for violators may include cease-and-desist orders, fines or civil penalties.

8|Page
 WORD OF MOUTH

Traditional Advertising Media

Newspapers As An Advertising Media

Pros

1. Newspapers get 21.5% of all advertising expenditures.

2. Newspaper ads rank highest for believability for all media.
3. High local coverage and immediate [daily] delivery of your message.
4. Excellent mass media [almost everybody reads the newspaper].
5. An interactive medium [people hold it, save it, write on it, cut coupons, etc.].
6. Flexibility in production: low cost, fast turnaround, ad shapes, size, excellent
quality for inserts.
7. Special targeted sections and shopping guides.
8. Extraordinarily high Sunday readership.

Cons

1. Very busy/cluttered competitive environment [must compete against other

ads and the newspaper copy].
2. Little control over ad placement.
3. Low production quality.
4. Hard to target your specific audience.
5. Short life span [24 hours].

Radio As An Advertising Media

Pros

9|Page
 WORD OF MOUTH

1. Radio gets 8% of all advertising expenditures.

2. Immediate delivery of message and high frequency of message [you can
repeat several times per day].
3. Local audience. Selectivity by format. High availability.
4. Low cost per thousand [CPM] exposures.
5. Low cost production.
6. Reach an exclusive and captive [mobile] audience.

Cons

1. Limited to audio message.

2. High channel switching.
3. Your message expires immediately [no shelf life].
4. High advertising clutter.

Television As An Advertising Media

Pros

1. Broadcast and cable television combined get 23.4% of all advertising

expenditures.
2. Immediate delivery of message and high frequency of message [you can
repeat several times per day].
3. Very high impact – TV is the best for stimulating the senses.
4. High mass audience coverage, high prestige.
5. Low cost per thousand [CPM] exposures.
6. Local regional emphasis, cable audience availability, some audience
selectivity.

Cons

1. Very high costs of production and airtime.

2. Limited audience selectivity.
3. Your message expires immediately [no shelf life].
4. High advertising clutter.

10 | P a g e
 WORD OF MOUTH

5. High channel switching.

Direct Mail As An Advertising Media

Pros

1. Direct mail gets 19.2% of all advertising expenditures.

2. Highest response rate of all media.
3. Highest level of selectivity of all media.
4. High quality control.
5. A measurable media for cost and response. Easy to test.
6. High personalization.
7. Creative flexibility.
8. Long life span.
9. No advertising clutter [once they open your piece].

Cons

1. Highest cost per exposure.

2. Over-saturation of market - people get a lot of mail.
3. Negative connotations about buying through the mail.
4. Negative connotations about “junk mail”.

Magazines As An Advertising Media

Pros

1. Magazines get 5.3% of all advertising expenditures.

2. Excellent photo reproduction in full color.
3. Long shelf life with high pass-along readership.
4. High readership rates and reader loyalty.
5. High ability to select audience.
11 | P a g e
 WORD OF MOUTH

6. Regional editions for a more local audience.

7. Proven selling power. High prestige.

Cons

1. Long lead times. Unable to deliver your message immediately.

2. High CPM for mass audience advertising.
3. Heavy advertising clutter - often half of a magazine is advertising.
4. Poor local coverage.
5. Can’t deliver your message with a high frequency.

Outdoor As An Advertising Media

Pros

1. Outdoor get less than 1% of advertising expenditures.

2. Highest reach of all media.
3. Lowest CPM of all media.
4. Neighborhood level selectivity.
5. Very high frequency of reach.
6. Potential high impact because of size.
7. Some good location of message availability.

Cons

1. Only very short, simple messages work.

2. Some image problems with poor locations.
3. Hard to measure results.
4. High initial costs.
5. Negative connotations about visual pollution.

Yellow Pages As An Advertising Media

Pros
12 | P a g e
 WORD OF MOUTH

1. Yellow Pages get 5.9% of all advertising expenditures.

2. Very high percentage of new buyers [over 50%].
3. Very high percentage of active buyers [over 88%].
4. Completes the marketing process by bringing customers in.
5. Second highest media for believability.
6. Reaches 76% of U.S. adults in the average month. [Available in almost
every home and business.]
7. Longest shelf life. Open 24 hours per day.
8. A measurable media for cost and response. Easy to test.

Cons

1. Highest advertising clutter [100% ads].

2. High cost for competitive positioning.
3. High CPM [but highest active buyers].
4. More directories mean lower reach per directory.
5. More headings mean lower reach per heading.
6. You can only change your ad once per year.

Using Advertising Media In Combination:

Large advertisers almost always use a combination of different media to promote
their products. This strategy makes sense for a number of reasons, but mainly
because it is cost effective. So, is this a good idea for a small, local business?

The answer is a resounding YES, but on a slightly different scale. You certainly
want to maximize your marketing through coordination.

Let’s take a look at how your advertising reach is increased when you use different
media in combination.

Consider the percentage of people in your total target audience that you reach
when you advertise in the newspaper. Here is a good example of what is going on
in the real world:

13 | P a g e
 WORD OF MOUTH

With a newspaper ad you reach 25% of your total target group. Add a yellow page
ad, and you reach an additional 18% of the people. Add a direct mail piece, and
you reach an additional 19% of the people. Add television advertising, and you
reach an additional 15% of the people. Add radio, and you reach an additional 8%
of the people.

By using multiple media outlets you have reached more of your target audience
with your marketing and advertising. You have also reached them multiple times
because they get messages from different places.

Your messages reinforce each other. The result is an overall higher response at a
lower cost. You have created synergy with your marketing and advertising.

It works because different people pay more attention to [and have more faith in]
different types of media. When seriously reviewing ads for a product, about 25%
of people review and trust the newspaper. 18% consider direct mail, 21% the
yellow pages, 8% television, 4% radio, and 4% magazines.

The numbers in these examples are only an approximation of what really happens
in the marketplace, and they change according to product category. But it is clear
that by using different kinds of media [like the yellow pages and direct mail
together], or even different media outlets, [like multiple newspapers], you can and
will reach more potential customers more effectively with your marketing and
advertising.

There is the matter of overlap between the different media to consider. You have to
assume that the different media will duplicate your message with a percentage of
your target audience beyond the effective frequency level required.

14 | P a g e
 WORD OF MOUTH

Primary Research

Objective:

The research would throw light on importance of various word of mouth

communication sources in the context of different product categories by
understanding the consumer’s perceptions towards them:

(A) To present solid data proving the significance of WORD OF

MOUTH.

(B) To understand consumer psychology that drives the use of WORD

OF MOUTH.

(C) To explore the effects of WORD OF MOUTH on consumer

behaviour.

(D) To study in detail the extent of relation between movies and WORD
OF MOUTH as a tool of advertisement.

(E) To study in detail the extent of relation between MP3 Players and

WORD OF MOUTH as a tool of information.

15 | P a g e
 WORD OF MOUTH

Marketing Research problem:

To study about the consumer psychology and effects of word of mouth on

movies,mp3 players.

Problem Components:

 To find whether consumers believe in various new sources of word of mouth

like mobile, website etc.

 While taking purchasing decision, Do consumers notice and consider the

information given in advertisements?

 Do consumers like the innovative and technological sources of

advertisements or they want to stick on traditional one?

Sampling:

Universe: The universe is entire group of items the researchers wish to study and
about which they plan to generalize. For this, the universe consists of people of
Delhi, Noida and Gurgaon who involves in purchasing of any of three categories
(consumer appliances, FMCG or Automobiles).

Target population: General consumers of different age groups and gender

Sample Size: 75

Sampling Technique: Quota sampling where control characteristics will be: Sex,
Age.
Quota Sampling may be viewed as two stages restricted judgmental sampling. The
first stage consists of developing control categories, or quotas, of population
elements. First, researchers have to list relevant control characteristics and
determine the distribution of these characteristics in the target population.
16 | P a g e
 WORD OF MOUTH

Sample Composition
Control Percentage Number
Characteristic
Sex:
Male 48 36
Femal 52 39
e
Age:
< 25 52 39
26-40 26.67 20
41-55 13.34 10
Over 55 8 6

Sources of primary and secondary data:

Since the research aims at finding the attitude of people towards the different
media of advertising, a conclusive research was conducted. The data collection
form was designed in the form of a standard questionnaire because it is more
reliable than unstructured format. By reducing the chance or the sample to
influence results through different questions and through different judgment of
answers and what to record, the structured questionnaire produces more reliable
results i.e. if the research project is repeated in the same manner, similar results
will be obtained.

Most of the questions asked in the questionnaire were closed ended with a few
open-ended questions also, to know consumers general views. Some questions are
designed for the purpose of cross checking the samples genuineness in filling the
questionnaire.
17 | P a g e
 WORD OF MOUTH

For the purpose of analysis, ranking scale (Likert Scale) is used to rank the
preferences of attributes of the customers.

A brief flow-chart is given in the next page to sum up all the research process:

18 | P a g e
 WORD OF MOUTH

Data Analysis:

1. Respondents categorised according to their gender.

39 %

61%

Male in % Female in %

2. Respondents categorized according to their age.

18-25 26-30

19 | P a g e
 WORD OF MOUTH

In our sample size of 80:

46.25% belong to the age group of “18 – 25”,

28.75% “26 – 30”,

21.25% “31 – 40”

3.75% in “40+”

3. Before buying a new product or innovation, how influential do you

think is each of these sources?

0.77
0.8
0.61 0.63
0.6
0.4
0.4 0.33

0.2
0.05
0
A B C D E F

EXTEN T OF IN FLU EN C E

A. Trade Magazine.

B. Professional Meeting.

C. Internet.

D. Mass Media

20 | P a g e
 WORD OF MOUTH

E. Peers/colleagues.

F. Others.

21 | P a g e
 WORD OF MOUTH

4. How reliable do you feel is the information obtained from other

individuals?

0.7 0.6 6

0.6
0.5
0.4
0.3
0.2
0.1
0
A

R e libility o f info

5. How often do your colleagues / peers look to you for information about
products?
13% 18%

69%

22 | P a g e
 WORD OF MOUTH

6. What percentage do you think of all your conversation is about an

organisation, brand, product or service?

0% 10%
15%

33% 42%

o% 1-10% 11-40% 41-70% more than 70%

7. After having received negative comments about a product/ service, how

likely are you to go ahead and buy it?

63
80
60 2 8 .4
40 6 .1 7 2 .4 5
20
0
N o C h a nscoem e G o o Ad lm o s t S u r e
p o s s ibPilit
o sys ib ilit y

% O F A p p r o v a l w i th th e o p ti o n

23 | P a g e
 WORD OF MOUTH

8. What are you most likely to do if you are dissatisfied with a product/
service as a customer or with the organisation as an employee?

35

30 28.7 5 28.75
25
25

20 17.5

15

10

0
put up shift complain share negative
coments
% Approval with the option

24 | P a g e
 WORD OF MOUTH

9. Listed are a few products/ services. Which of these would you NEVER
buy without consulting your colleagues / experts?

any other 8

cars 44

holiday 36

internet 38

consumer 39

hotels 32

banking 40

0 10 20 30 40 50

approvals rate

A. Banking

B. Hotels

C. Consumer

D. Internet

E. Holiday

F. Cars

G. Any other.

25 | P a g e
 WORD OF MOUTH

10. If you are a satisfied customer of a product and you happen to hear a
negative comment about it from your friend, you are most likely to:

26 | P a g e
 WORD OF MOUTH

[Link] important is it for you to visit a Multiplex or a stand- alone theatre

to watch a movie?

0.7
0.64

0.6

0.5

0.4
importance
Importance of multiplex
0.3

0.2

0.1

0
A

27 | P a g e
 WORD OF MOUTH

[Link] indicate the rank of the following members whose opinion holds
importance for you before you decide to watch a movie

Any
AO
nt
yhe
o rer
th 0.06

0.42

Parents
Parents 0.5

0.38

Friends 0.75
Friends
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8

Im
Imp po
orta rt
nceance

28 | P a g e
 WORD OF MOUTH

[Link] thinking about each of the following specifically, how frequently do

you accompany them in watching a movie?

80 75.3

70 65

60 56

50
41
40 34
29.4
30
19.4
20 13 14
11
10 5.1
2
0
Mostly Sometimes Never
Mostly Sometimes Never

Family Friends Colleges Alone

29 | P a g e
 WORD OF MOUTH

Interpretation and Conclusion:

[Link] are exposed to thousands of ads/commercials a month and only act on a
very small handful.

2. You are likely to act on about one in 3-5 recommendations from friends.

3. Therefore, WOM is hundreds to thousands of times as powerful as advertising.

If 25 people tell 25 people 6 times, it’s the entire population of the world!
Once 25 x 25 = 625
twice x 25 = 15,625
3x x 25 = 390,635
4x x 25 = 9,765,625
5x x 25 = 244,140,625 (order of magnitude of pop. of US!)
6x x 25 = 6,103,515,625 (population of the WORLD! Approx.)
Obviously, this assumes that no one tells someone who has already heard. In real
life, there are many duplicates, creating the impression that “everyone is talking
about it,” -- which they are -- making action even more likely.

30 | P a g e
 WORD OF MOUTH

Scope and Limitations

• The sample size being very small, that is only seventy five
respondents, limited the scope and study of the project.
Time constraints put boundaries to the sample area and hence limited the
extent of the study.
• Mostly people do not tell what exactly they think.

• Some just purchased on spot, no effect of advertisement or

references.

31 | P a g e
 WORD OF MOUTH

Bibliography:

 [Link]

 [Link]

 [Link]

 the future of advertising By Joe Cappo

 Marketing Communications By Tom and Drucker

32 | P a g e
 WORD OF MOUTH

Annexure
QUESTIONNAIRE

WORD OF MOUTH- THE NEW MEDIA

1. Before buying a new product or innovation, which source do you think is the most
important? (Rate on 1- 5 scale)
1- very important
5- very unimportant

Trade magazines- -----------

Professional meetings- ------------
Internet- -----------
Mass media- ----------
Peers/ collegues- ---------
Others ( specify)- --------------

2. How reliable do you feel is the information obtained from other individuals?
(Rate on a 1 to 10 scale)
1- very reliable
10- very unreliable
Information obtained from other individuals Rating: _________

33 | P a g e
 WORD OF MOUTH

3. How often do your colleagues / peers look to you for information about products?
(Tick mark the box applicable)
 NEVER
 SOMETIMES
 FREQUENTLY

4. What percentage do you think of all your conversation is about an organisation,

brand, product or service?
________________________%

5. Do you try to convince / persuade a skeptic (One who thinks negatively about
something) if you are loyal to that same brand or are positive about the company?
 YES
 NO
( If YES, please continue. If NO please proceed from Q. no. 9)

6. Would you continue to talk about a specific product with your peers if their interest to
know about the product is low?
□ YES
□ NO

7. What questions would you anticipate from a skeptic?

___________________________________________________________
___________________________________________________________

34 | P a g e
 WORD OF MOUTH

8. How would you answer their objections?

___________________________________________________________
___________________________________________________________
___________________________________________________________

9. After having received negative comments about a product/ service, how likely are
you to go ahead and buy it?
 NO CHANCE
 SOME POSSIBILITY
 GOOD POSSIBILITY
 VERY PROBABLY
 ALMOST SURE
If yes why?

10. What are you most likely to do if you are dissatisfied with a product/ service as a
customer or with the organisation as an employee?
 Put up with it till it is possible
 Shift to another alternative immediately
 Complain about it to the organisation
 Share your negative experience with others

11. What kind of products/ services would you NEVER buy without consulting your
colleagues / experts?
___________________________________________________________
___________________________________________________________

35 | P a g e
 WORD OF MOUTH

12. If you are a satisfied customer of a product and you happen to hear a negative
comment about it from your friend, you are most likely to:
 Ignore it
 Try to convince your friend about your opinion
 Get influenced by your friend

13. Do you usually recommend to others the brands you are loyal to?
 YES
 NO
Regarding yourself, to what extent do you agree or disagree with the following statements: ( Rate
on a 1 to 10 scale)
1- strongly agree
10- strongly disagree

14. It is easy to make a mistake while buying an expensive product

1 2 3 4 5 6 7 8 9 10
STRONGLY STRONGLY
AGREE DISAGREE

15. I am nervous about choosing a product about which I don’t know much
1 2 3 4 5 6 7 8 9 10
STRONGLY STRONGLY
AGREE DISAGREE

16. I like to try out new products even if I know little about them
1 2 3 4 5 6 7 8 9 10
STRONGLY STRONGLY
AGREE DISAGREE

36 | P a g e
 WORD OF MOUTH

17. I prefer to stick to the product I know well

1 2 3 4 5 6 7 8 9 10
STRONGLY STRONGLY
AGREE DISAGREE

37 | P a g e