IMPACT OF CUSTOMER REVIEWS ON PURCHASE DECISION OF CONSUMER ELECTRONIC GOODS IN TAMILNADU

Abstract

 The study looks at how online reviews and ratings affect consumers' decisions to buy electronics.  It takes place in both rural and urban regions in Tamil Nadu's Villupuram district.  Nine taluks, 928 villages, two municipalities, eight town panchayats, and 688 village panchayats make up the Villupuram district.  The study focuses on Villupuram college students who make online purchases, representing a wide range of demographics.  413 of the 2,635 students and teachers that took part in the study were found to be frequent internet buyers. Respondents were selected using a purposive sampling technique to ensure inclusion of individuals engaged in online shopping. The findings reveal that trustworthiness, product ratings, the volume of reviews, and perceived product quality have a positive impact on consumers’ purchase decisions.