The influence of online customer reviews on brand perception and purchasing decisions : an analysis of consumer buying behaviours at Vivo Sales Centre
Anisuzzaman, Md (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051411768
https://urn.fi/URN:NBN:fi:amk-2024051411768
Tiivistelmä
Consumer decisions in today’s digital age are influenced by online platforms and e-commerce. People heavily depend on different platforms’ reviews to get a perspective before purchasing. Although this approach is more recent, it has created a powerful platform that dictates decision-making.
The research’s primary objective was to investigate the influence of online customer reviews on brand perception and consumer purchasing decisions. It summarizes the relationship between brand and reviews, how reviews influence the brand, and how the brand influences the purchase made. The research approach was quantitative to determine the accurate measurement between online reviews and brands. This research reflects on how those reviews have described the characteristics of the consumer views and how reviews have influenced the decision to purchase. Considering that online reviews are the main source of product information for most consumers, the quantitative research approach holds significant importance.
The research focused on VIVO Bangladesh, a branch of the globally recognised smartphone company VIVO, to establish a clear market perspective. Engaging in a survey displayed a conclusive investigation, as it involved more details on the impact of online reviews on consumer decision-making. The company representatives' interaction was jointly considered with the survey objectives, resulting in a recommended log on consumer reviews.
The results provide insights to other future researchers due to the plenty of opportunities presented to advance the needs of a client. Such an initiative can help a client achieve a better product and service delivery to a company, accordingly assisting companies in understanding the terms of handling case consumers. Later, the findings furnish a detailed roadmap for consumers and corporations, guiding them in effectively managing online purchase decisions through reviews.
The research’s primary objective was to investigate the influence of online customer reviews on brand perception and consumer purchasing decisions. It summarizes the relationship between brand and reviews, how reviews influence the brand, and how the brand influences the purchase made. The research approach was quantitative to determine the accurate measurement between online reviews and brands. This research reflects on how those reviews have described the characteristics of the consumer views and how reviews have influenced the decision to purchase. Considering that online reviews are the main source of product information for most consumers, the quantitative research approach holds significant importance.
The research focused on VIVO Bangladesh, a branch of the globally recognised smartphone company VIVO, to establish a clear market perspective. Engaging in a survey displayed a conclusive investigation, as it involved more details on the impact of online reviews on consumer decision-making. The company representatives' interaction was jointly considered with the survey objectives, resulting in a recommended log on consumer reviews.
The results provide insights to other future researchers due to the plenty of opportunities presented to advance the needs of a client. Such an initiative can help a client achieve a better product and service delivery to a company, accordingly assisting companies in understanding the terms of handling case consumers. Later, the findings furnish a detailed roadmap for consumers and corporations, guiding them in effectively managing online purchase decisions through reviews.