ROLE OF ONLINE REVIEWS IN CUSTOMER PURCHASE PROCESS

Abstract

The purpose of this study is to see how online reviews impact purchase intentions of a consumer. The second objective of the study is to examine the role of social media reviews in retail marketing. 5 features of online reviews were identified Do try products after reading review, Trust on influencer, ease of language, platform, time of review. And done frequency analysis on it. In nominal there were questions like age, gender, Income, platform used for online review. Our target population was people with income between 5-10 lakhs. Then Factor analysis was done to check the influencing things which were Ease of understanding and platforms. Through factor analysis it was clear that mainly people look for ease of understanding and on which platform they are reading that review. One pair T Test was done to check what is the most impactful factor and platforms is the factor which impacted the most. Reliability analysis was done to check the interdependency among the variables and Data was found to be ok as the correlation was more than 0.7, also T test was done to find the hypothesis.