Published Paper Details:

In the digital age, online ratings and reviews have emerged as crucial factors influencing consumer decision-making, particularly in the purchase of durable products. This study explores the impact of online reviews and ratings on the pre-purchase behavior of consumers in Coimbatore city, a major industrial and commercial hub in South India. Durable goods, which typically involve high investment and long-term use, prompt consumers to seek extensive information before purchase. The research examines how consumers in Coimbatore access and interpret online feedback, the degree of trust they place in user-generated content, and how such content shapes their buying intentions. A combination of primary data collection through surveys and secondary data analysis has been used to understand behavioral patterns. The findings indicate a strong correlation between positive online reviews and increased purchase intent, while negative feedback often leads to reconsideration or brand-switching.