ONLINE STAR RATINGS AND REVIEWS: BRAND PREFERENCE OF CONSUMER PRE-PURCHASE BEHAVIOR FOR CONSUMER DURABLE PRODUCTS.

Abstract

In the dynamic landscape of digital commerce, consumer preferences and purchase decisions are increasingly shaped by the wealth of information available online. This research delves into the intricate relationship between online star ratings, reviews, and the brand preference of consumers in their pre-purchase behavior for consumer durable products. Consumer durable products hold a distinctive place in consumers' lives due to their long-term significance and financial investment. In this context, online star ratings and reviews have emerged as critical decision-making tools, providing consumers with valuable insights into product quality, features, and brand reputation. This study seeks to unravel the underlying mechanisms that drive the connections between online evaluations and consumer behavior. The core objective of this research is to investigate the extent to which online star ratings and reviews influence consumers' brand preferences and pre-purchase behaviors when considering consumer durable products (Air Cooler, Ceiling Fan, Mixer Grinder, Wrist Watch & Water Filter). By examining the interplay between these digital evaluations and consumer decision-making, this study aims to contribute to a deeper understanding of the contemporary consumer journey. Star Rating and Reviews sample data of 1,15,000 has been collected from the Flip Kart for statistical analysis and make a conclusion for brand preference of consumer pre- purchase behavior for consumer durable product through the corresponding analysis.

Keywords: Online star ratings, Online reviews, Brand preference, Pre-purchase behavior and Decision-making