Published Paper Details:

Markets have witnessed a huge increase in online purchase sales after the covid scenario. People who were apprehensive in purchasing from online have started believing to buy from online sellers. Let it be brick-and-mortar or online purchase, customers tend to get the information about the products from the markets through reviews from the peer group, relatives & opinion leaders. Reviews play a very vital role for both the sellers and buyers. The present research entails to see if the customers look into the reviews and take support of reviews to make an online purchase decision. With the increase in the online sales, customers have started to develop ambiguity towards the perceived quality. Thus, the importance of reviews became predominant in the buyer purchase decision making. With this change in the customer expectations the online sellers stared to add the feature called customer reviews under each product they are selling in the websites. This paper intends to collect the data from the markets to know the influence of reviews on buyers purchase behaviour. It understands if the buyer is really relying on reviews before buying the product.