Customer Decision-Making Towards the Purchase of Products Through the Influence of Online Reviews with Reference to Coimbatore City

Abstract

The increased e-commerce has revolutionized the purchasing decision making process by the consumer with online reviews being one of the key factors influencing the decision making process. This paper examines how online reviews affect customer decision-making in Coimbatore City, which is a major commercial center in India. The study is intended to know the impact of various demographics of age, income, and gender on the value attached to online reviews in the process of buying products. In an extensive manner, the analysis of the data obtained through the use of a structured questionnaire uses Descriptive Statistics, Cross-Tabulation, and Correlation Analysis in order to determine patterns and relationships. The results indicate that online reviews have a greater chance of influencing younger consumers and those with higher incomes with price and brand reputation also influencing the decision-making process. The research has valuable information to any business wishing to improve its presence online, and be in a better position to satisfy the demands of its clients in the era of the digital market.