This study investigates the impact of customer reviews on purchasing decisions, specifically within the context of Flipkart. Using a mixed-methods approach, the researchers delve into how customer feedback shapes consumer buying behavior, with age and gender considered as potential influencing factors. Quantitative analysis was conducted on data collected from 124 respondents to assess the significance of customer reviews in purchase decisions. The findings reveal that age does not play a significant role in shaping purchasing decisions based on customer reviews. However, gender differences were observed, particularly in how negative reviews influenced purchasing decisions. Positive reviews were found to have a strong impact on buying behavior, with no substantial variation across age groups. Conversely, negative reviews had a notable influence on consumers, with males and females exhibiting differing responses. Additionally, gender significantly influenced the effect of customer reviews on one-time purchases, while recurring purchases showed minimal age-related impact. In conclusion, customer reviews play a critical role in shaping Flipkart users' purchasing behavior, with gender emerging as a key moderating factor. These insights emphasize the importance of leveraging customer feedback to enhance product offerings and overall customer satisfaction.
TABLE OF CONTENT
ABSTRACT
1. INTRODUCTION
1.1 introduction to customer reviews and its impact on purchase decisions
1.2 importance of the topic
1.3 need for study
2. REVIEW OF LITERATURE
2.1 Review of Literature
2.2 Research Gap
2.3 Research Objectives
3. RESEARCH METHODOLOGY
3.1 Types of Research
3.2 Sources of data
3.3 Sampling Techniques and Size
3.4 Hypothesis
3.5 Statistical Tools
3.6 Period of Study
3.7 Limitations of the Study
3.8 Scope of the Study
4. COMPANY PROFILE
4.1 Details of the company studied
5. DATA ANALYSIS AND INTERPRETATION
6. FINDINGS AND SUGGESTIONS
6.1 Findings
6.2 Suggestions
6.3 Conclusions
REFERENCES
ABSTRACT
This study investigates the impact of customer reviews on purchasing decisions, specifically within the context of Flipkart. Using a mixed-methods approach, the researchers delve into how customer feedback shapes consumer buying behavior, with age and gender considered as potential influencing factors. Quantitative analysis was conducted on data collected from 124 respondents to assess the significance of customer reviews in purchase decisions. The findings reveal that age does not play a significant role in shaping purchasing decisions based on customer reviews. However, gender differences were observed, particularly in how negative reviews influenced purchasing decisions. Positive reviews were found to have a strong impact on buying behavior, with no substantial variation across age groups. Conversely, negative reviews had a notable influence on consumers, with males and females exhibiting differing responses. Additionally, gender significantly influenced the effect of customer reviews on one-time purchases, while recurring purchases showed minimal age-related impact. In conclusion, customer reviews play a critical role in shaping Flipkart users' purchasing behavior, with gender emerging as a key moderating factor. These insights emphasize the importance of leveraging customer feedback to enhance product offerings and overall customer satisfaction.
KEYWORDS: Customer Reviews, Buying Decisions, Gender Influence, Recurring Purchases, Customer Satisfaction
INTRODUCTION
1.1 Introduction to customer reviews and its impact on purchase decisions
Online shopping is a crucial component of electronic commerce, widely known as e-commerce. It refers to the activity of purchasing goods or services directly from a seller over the Internet through web browsers or mobile applications. Online shopping enables consumers to acquire products without the need to physically visit stores, offering convenience, timesaving, and a wider range of product options. Oxford Dictionaries claims that online shopping is defined as “the act or activity of purchasing goods or services over the Internet.” Over the years, online shopping has seen exponential growth, with platforms like Flipkart playing a pivotal role in transforming the shopping experience in India. Flipkart is one of India's largest e-commerce platforms, offering a diverse range of products, including electronics, fashion, home essentials, groceries, and more. Since its inception, Flipkart has revolutionized the way consumers shop by providing a user-friendly platform, competitive pricing, and seamless delivery services. As e-commerce continues to thrive, customer reviews have emerged as a key factor influencing purchasing decisions on platforms like Flipkart.
Introduction to customer reviews and its impact on purchase decisions
In today's digital landscape, customer reviews have become an essential component of online shopping experience. Since consumers cannot physically inspect products before purchasing, they increasingly depend on online reviews to make well-informed choices. Online customer reviews (OCRs) serve as a form of electronic word-of-mouth (e-WOM), offering critical insights into product quality, performance, and dependability. Hennig thurau of (2004) defines e-WOM as “a form of positive or negative statement about product or service, shared by consumers to other consumers via online platform.” These reviews allow prospective buyers to benefit from the experiences of previous customers, making them more confident in their purchasing decisions. The significance of e-WOM has grown exponentially, as it enables consumers to make more objective and unbiased judgments without solely relying on company-provided product information. Customer feedback on Flipkart plays a significant role in shaping consumer purchasing decisions by providing comprehensive information on product performance, quality, and satisfaction levels. These reviews appear in different formats such as written comments, star ratings, multimedia content, and user-generated discussions, enabling potential buyers to assess products before making a purchase. Written feedback provides detailed explanations of product performance, while star ratings offer a quick summary of overall satisfaction. Multimedia content, such as images and videos, adds further value by giving a visual representation of the product’s features and potential drawbacks. User-generated discussions on platforms like Flipkart also allow consumers to engage with other shoppers, ask questions, and gain additional insights. Consumers who prioritize thorough research are methodical in their shopping approach, carefully comparing brands, analyzing reviews, and seeking relevant details to reduce the risks linked to online shopping. These consumers often consult multiple platforms, cross-reference customer opinions, and look for consistent patterns in reviews before making their final decision. Such research-oriented shoppers are observed across various price ranges, from expensive electronics to affordable beauty products. This trend underscores the growing importance of online reviews, as consumers increasingly seek validation from others before committing to a purchase. The willingness to invest time in research reflects a shift towards more cautious and informed buying habits in the digital marketplace.
Positive reviews can boost a product’s image, instilling trust and confidence among prospective buyers, whereas negative reviews may discourage customers from proceeding with a purchase. The strength of positive reviews resides in their capacity to serve as social proof, reassuring potential buyers about product quality and customer satisfaction. Conversely, negative reviews can highlight issues related to product defects, poor customer service, or delivery delays, prompting consumers to reconsider their choices. However, the authenticity of online reviews remains a major concern, as fraudulent or manipulated reviews can mislead consumers. Flipkart has introduced mechanisms to identify and eliminate fake reviews, ensuring that customer feedback remains genuine and trustworthy. These measures include advanced algorithms, customer verification processes, and flagging systems to detect suspicious review patterns.
Understanding the influence of online customer reviews on purchasing choices is crucial for businesses in the e-commerce industry. By studying how reviews affect Flipkart users' buying behavior, businesses can gain insights into customer satisfaction, product popularity, and potential improvements. This knowledge allows businesses to tailor their offerings to meet customer needs, improve product quality, and refine their marketing strategies. Furthermore, customer reviews provide valuable feedback that can guide product development and enhance the overall customer experience. This study aims to examine the role of online customer reviews in molding consumer perceptions and purchasing choices on Flipkart, offering valuable recommendations for improving the platform's overall shopping experience.
1.2 Importance of the topic
In today's digital landscape, customer reviews have become an essential component of online shopping experience. Since consumers cannot physically inspect products before purchasing, they increasingly depend on online reviews to make well-informed choices. Online customer reviews (OCRs) serve as a form of electronic word-of-mouth (e-WOM), offering critical insights into product quality, performance, and dependability. Hennig thurau of (2004) defines e-WOM as “a form of positive or negative statement about product or service, shared by consumers to other consumers via online platform.” These reviews allow prospective buyers to benefit from the experiences of previous customers, making them more confident in their purchasing decisions. The significance of e-WOM has grown exponentially, as it enables consumers to make more objective and unbiased judgments without solely relying on company-provided product information.
Customer feedback on Flipkart plays a significant role in shaping consumer purchasing decisions by providing comprehensive information on product performance, quality, and satisfaction levels. These reviews appear in different formats such as written comments, star ratings, multimedia content, and user-generated discussions, enabling potential buyers to assess products before making a purchase. Written feedback provides detailed explanations of product performance, while star ratings offer a quick summary of overall satisfaction. Multimedia content, such as images and videos, adds further value by giving a visual representation of the product’s features and potential drawbacks. User-generated discussions on platforms like Flipkart also allow consumers to engage with other shoppers, ask questions, and gain additional insights.
Consumers who prioritize thorough research are methodical in their shopping approach, carefully comparing brands, analyzing reviews, and seeking relevant details to reduce the risks linked to online shopping. These consumers often consult multiple platforms, cross-reference customer opinions, and look for consistent patterns in reviews before making their final decision. Such research-oriented shoppers are observed across various price ranges, from expensive electronics to affordable beauty products. This trend underscores the growing importance of online reviews, as consumers increasingly seek validation from others before committing to a purchase. The willingness to invest time in research reflects a shift towards more cautious and informed buying habits in the digital marketplace.
Positive reviews can boost a product’s image, instilling trust and confidence among prospective buyers, whereas negative reviews may discourage customers from proceeding with a purchase. Positive evaluations are powerful since they can serve as social proof, reassuring potential buyers about product quality and customer satisfaction. Conversely, negative reviews can highlight issues related to product defects, poor customer service, or delivery delays, prompting consumers to reconsider their choices. However, the authenticity of online reviews remains a major concern, as fraudulent or manipulated reviews can mislead consumers. Flipkart has introduced mechanisms to identify and eliminate fake reviews, ensuring that customer feedback remains genuine and trustworthy. These measures include advanced algorithms, customer verification processes, and flagging systems to detect suspicious review patterns.
Analyzing how customer reviews influence purchasing decisions on Flipkart provides crucial insights into consumer behavior and the platform's role in facilitating product purchases. This analysis helps businesses understand the key factors driving customer satisfaction and product adoption. It also highlights areas where Flipkart can improve its services, such as product descriptions, delivery processes, and customer support. By gaining a deeper understanding of customer feedback, businesses can optimize their product offerings, tailor marketing strategies, and enhance the overall shopping experience. Furthermore, this investigation sheds light on how positive and negative reviews collectively shape consumer choices, offering valuable information for businesses seeking to strengthen their market presence and foster customer loyalty.
Additionally, studying the ways in which reviews contribute to product purchases on Flipkart helps businesses better cater to their target audience's needs and preferences. This research provides actionable insights that can inform marketing campaigns, pricing strategies, and promotional offers. It also emphasizes the importance of transparency and authenticity in customer feedback, reinforcing trust between businesses and consumers. As online reviews continue to influence purchasing decisions, understanding their impact enables businesses to build stronger relationships with customers and create a more customer-centric shopping environment. This study aims to explore the profound impact of online customer reviews on consumer purchase decisions on Flipkart, offering practical recommendations for improving the overall e-commerce experience.
Nowadays, online reviews play a crucial role in shaping consumers' purchase decisions, especially in e-commerce platforms like Flipkart. This study delves into the profound influence of online reviews on consumer decision-making processes, evaluating both initial purchases and subsequent repeat purchases. By analyzing the impact of online reviews, this research seeks to uncover the factors that drive consumer trust and satisfaction. Every product on Flipkart typically garners a mix of positive and negative reviews, reflecting diverse customer experiences. Understanding how these varying opinions affect consumer choices provides essential insights into the dynamics of online shopping behavior.
This case study, focused on Flipkart, explores the ways in which online reviews sway consumers during different stages of the buying journey. Negative reviews may deter potential buyers, while positive feedback can reinforce purchase confidence. The study also investigates how consumers weigh the credibility of online reviews, especially in cases where conflicting opinions are present. By examining these factors, the research highlights the broader implications of customer feedback on brand reputation, customer loyalty, and e-commerce success. The findings aim to provide valuable recommendations for businesses and platforms seeking to improve customer satisfaction and optimize their online shopping experience.
1.3 Need for study
1. To examine how Flipkart in Hyderabad is affected by internet customer reviews while making judgments about what to buy.
2. to assess the level of credibility that consumers attach to customer reviews prior to making a purchase.
3. The findings of this study will shed light on how consumers of the popular e-commerce site Flipkart decide what to purchase.
4. By examining the impact, the study can pinpoint areas in which the online review management system requires improvement.
5. With the use of this data, Flipkart might allocate its resources in these ways, enhancing its platform and potentially boosting sales.
6. Examining Flipkart's financial results in light of internet evaluations provides information about how to allocate resources and make strategic choices.
7. It is critical to comprehend how internet evaluations affect Flipkart's sales and profitability as they have a growing influence on consumer decisions.
8. Flipkart's e-commerce business, which prioritizes community and trust, offers a distinctive setting for researching the dynamics of online reviews.
9. By investigating the subtleties of online reviews in e-commerce, this study closes a gap in the literature.
10. In the end, it gives Flipkart useful information to improve its competitive edge and handle online reviews more effectively.
CHAPTER 2 REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE
1. (Budiman & Martini, 2023) “The Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions Product electronics in the Shopee marketplace for the Karawang Regency Community”
This research focuses on understanding customer behavior in the Shopee marketplace, particularly regarding the sale of electronic products. The objectives include analyzing online customer reviews and ratings for these products, exploring the influence of these reviews on purchasing decisions, and examining the relationship between reviews and ratings. The study, conducted with 115 respondents, used quantitative methods and the Malhotra sampling technique. The findings indicate a strong and positive correlation (0.661) between online customer reviews and ratings. Specifically, online customer reviews contribute to 27.8% of the impact on purchasing decisions, while online customer ratings have a 42.0% impact. When considered together, the combined effect of reviews and ratings is 69.8%, leaving 30.2% for other unexamined variables. The research provides valuable insights into how online feedback influences consumer decisions in the Shopee marketplace for electronic products.
2. (Aditi et al., 2023) “The impact of digital promotion and the quality of Go-Food application services on purchase decisions”
This study aims to understand how Go-Food services and digital promotion impact food purchasing decisions in Bandung. The researchers conducted tests, including validity and reliability tests, multiple regression analysis, coefficient of determination, f test, and t test, to analyze the data and test their hypotheses. The results show that both digital promotion and Go-Food service quality have a positive and significant effect on purchasing decisions, with a significant value of 0.015 < 0.05. This means the hypothesis is accepted. The study concludes that 37.9% of food purchasing decisions are influenced by digital promotions and Go-Food quality, leaving the rest influenced by other factors. In simpler terms, the research demonstrates that Go-Food is promoted digitally, and the quality of its service positively affects people's decisions when buying food in Bandung.
3. (Fahrozi et al., 2022) “The influence of online customer review on trust and its implications for purchasing decisions on the Tokopedia marketplace”
This study aims to understand how online customer reviews influence purchase decisions and trust. The researchers collected data through questionnaires from 250 respondents using a purposive sampling technique. The analysis method involved path analysis with Smarts pls 3.0 software. The results indicate that: Online customer reviews directly and significantly influence purchase decisions positively. Online customer reviews also have a positive and significant direct effect on building trust. Trust itself has a positive and significant direct effect on purchase decisions. Online customer reviews indirectly and significantly influence purchase decisions through the trust they create. In simpler terms, the study reveals that online customer reviews play a crucial role in shaping both trust and purchase decisions, and trust, in turn, strongly influences actual purchasing choices.
4. (Fitriana et al., 2020) “The Impact of Beauty Bloggers’ Online Review towards Shopping Tour Interest of Cosmetic Products in Jakarta”
This study investigates how beauty bloggers' online reviews influence women's interest in shopping for cosmetic products in Jakarta. The researchers surveyed 100 women who engage in cosmetic product shopping tours in the city. The findings reveal a strong relationship (0.682) between beauty bloggers' online reviews and the interest in cosmetic product shopping tours, accounting for 46.5%. Beauty bloggers, through blogs containing captions, photos, and videos, share their experiences and recommendations, significantly encouraging women to embark on shopping tours for cosmetic products. The study's results support the acceptance of the research hypothesis(H1) and rejection of the null hypothesis (H0), confirming that beauty bloggers' online reviews indeed impact women's interest in cosmetic product shopping tours in Jakarta.
5. (Siering et al., 2018) “Explaining and predicting online review helpfulness: The role of content and reviewer-related signals”
This research focuses on predicting the helpfulness of online product reviews, crucial for both consumers and online retailers. The study, based on signaling theory, suggests that reviewers send signals to potential buyers through content and reviewer-related factors. Analyzing Amazon.com reviews, the research finds that specific content and writing styles, as well as reviewer expertise and non-anonymity, impact review helpfulness. The signaling environment and incentives to reviewers also influence these signals. The model outperforms previous approaches in predicting review helpfulness, providing valuable insights for online retailers and consumers to navigate information overload.
6. (Abubakar & Ilkan, 2016) “Impact of online WOM on destination trust and intention to travel: A medical tourism perspective”
This study explores the impact of online word-of-mouth (eWOM) on trust and travel intentions in medical tourism, with a focus on how income moderates these relationships. Using data from 216 respondents and structural equation modeling, the findings indicate that positive eWOM enhances both destination trust and the intention to travel. Moreover, trust positively influences travel intentions. The study reveals that higher income strengthens the link between eWOM and travel intentions, while weakening the relationship between trust and travel intentions. The implications of these findings are discussed, offering insights into the medical tourism sector and suggesting directions for future research.
7. (Floyd et al., 2014) “How Online Product Reviews Affect Retail Sales: A Meta-analysis”
Researchers have been exploring online product reviews and their impact on retailers, but a clear understanding has been elusive due to diverse studies. This study conducts a meta-analysis of 26 empirical studies with 443 sales elasticities to shed light on the performance implications of online product reviews. It addresses questions like how the sentiment and volume of reviews affect retailer sales, the impact on different product types and usage situations, and the influence of reviewers and websites. The study offers quantitative insights, bringing clarity to this growing area of research.
8. (K. Z. K. Zhang et al., 2014) “Examining the influence of online reviews on consumers' decision-making: A heuristic–systematic model”
In the realm of online consumer reviews, this study applies the heuristic–systematic model to understand factors influencing purchase decisions. Examining 191 users of an online review site, the research identifies that the argument quality in reviews, characterized by in formativeness and persuasiveness, significantly impacts consumers' purchase intention. Source credibility and perceived quantity of reviews also directly influence purchase intention, with these heuristic factors positively affecting argument strength. This aligns with the bias effect in the heuristic–systematic model, revealing the interconnectedness of heuristic and systematic factors. The findings carry implications for both researchers and practitioners in the online review space.
9. (Chen & Nicholas H. Lurie, 2013) “Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth”
This research delves into why positive online reviews are sometimes given less importance than negative ones. The authors argue that this is because people tend to attribute positive reviews more to the reviewer than the actual product experience. However, when there are cues suggesting that the review closely follows the consumption of the product, this attribution to the reviewer diminishes, reducing the bias against positive reviews. Analysis of over 65,000 Yelp restaurant reviews supports this idea, showing that the negativity bias is less pronounced when there are cues of temporal contiguity. Lab studies replicate these findings, indicating that such cues enhance the value of positive reviews and increase the likelihood of choosing a product based on positive reviews by altering reader beliefs about the review's cause.
10. (Mayzlin et al., 2012) “Promotional Reviews: An Empirical Investigation of Online Review Manipulation.”
This study investigates how firms' incentives to create biased user reviews impact the usefulness of reviews. The focus is on comparing reviews for the same hotel on two platforms, Expedia (only customers can post) and TripAdvisor (open to anyone). The argument is that hotels with a strong motive to generate fake positive reviews (like independent hotels) show more positive reviews on TripAdvisor compared to Expedia. Conversely, hotels with less incentive to create biased reviews (like branded chain hotels) tend to have more negative reviews on TripAdvisor than on Expedia. This suggests that the motivation for promotional reviewing affects the content of reviews on different platforms.
11. (Sparks & Browning, 2011) “The impact of online reviews on hotel booking intentions and perception of trust”
As people increasingly turn to the Internet for information when planning their travels, understanding electronic word of mouth becomes crucial. This study focuses on how four factors affect trust and consumer choices in the context of hotel reviews. Using an experimental design, the study looks at the target of the review (whether it's about the core aspects or interpersonal aspects), the overall tone of reviews (positive or negative), the framing of reviews (whether negative or positive information comes first), and the inclusion of a consumer-generated numerical rating.
The findings reveal that early negative information tends to have a stronger impact on consumers, especially when the overall set of reviews is negative. However, when reviews are positively framed and accompanied by numerical ratings, it significantly boosts both booking intentions and consumer trust. This suggests that consumers prefer easily understandable information when assessing hotels based on reviews. Additionally, higher levels of trust are observed when positively framed reviews focus on interpersonal service. Overall, the study sheds light on how different elements in online reviews can shape consumer perceptions and decisions in the hotel industry.
12. (Moe & Trusov, 2011) “The Value of Social Dynamics in Online Product Ratings Forums”
In this study, researchers explore the impact of social dynamics on online product ratings and sales. They distinguish between customers' individual experiences and the influence of others' ratings. The study models the arrival of product ratings, separating social influences from baseline rating behavior. Additionally, the authors analyze product sales, breaking down ratings into baseline, social influence, and error components. The findings reveal that while previous ratings directly affect sales and improve them temporarily, the impact diminishes when considering indirect effects on future ratings and sales.
When we look at online product reviews, there's a potential problem called self-selection bias. This means that the people who review a product early on might have different preferences than those who come later. So, if you rely on early reviews to make a purchase decision, you might not be considering the views of later consumers. In our study, we created a model to see how these early preferences impact long-term buying habits and the overall benefit of review systems. We tested our model using book reviews on Amazon, and our findings suggest that companies could improve by adjusting their marketing strategies to encourage positive early reviews. However, if we don't address this bias, it can lead to a decrease in overall satisfaction for consumers.
13. (Mudambi & Schuff, 2010) “What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com”
This research discusses the significance of customer reviews in online shopping and highlights the lack of exploration into what makes these reviews helpful for consumers. Using the framework of search and experience goods, the researchers develop and test a model to understand the factors influencing the perceived helpfulness of customer reviews. The study analyses 1,587 reviews from Amazon.com across six products, revealing that review extremity, review depth, and product type play key roles in determining the helpfulness of a review. Notably, the type of product influences how extreme ratings impact helpfulness. The findings also indicate that, in general, more detailed reviews are considered more helpful. The study's insights have implications for both theoretical understanding and practical application in the realm of online shopping.
14. (Zhu & Zhang, 2010) “Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics”
This article investigates the impact of online consumer reviews on product sales in the video game industry, considering how product and consumer characteristics play a role. The study reveals that online reviews carry more influence on less popular games and those played by individuals with greater Internet experience. It emphasizes the varied impact of consumer reviews within the same product category, suggesting that firms should tailor their online marketing strategies based on these characteristics. The findings show significance in the context of the growing prevalence of niche products in recent years.
15. (Z. Zhang et al., 2010) “The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews”
As online product reviews become increasingly influential in consumer decisions, this study explores two types: consumer-generated reviews based on personal experiences and reviews by professional editors. The research focuses on restaurant reviews, revealing that consumer-generated ratings positively impact a restaurant's online popularity, while editor reviews have a negative effect on consumers' intention to visit a restaurant's webpage. These findings offer insights for hospitality researchers and practitioners, shedding light on the varying impacts of electronic word-of-mouth on purchase decisions.
2.2 Research Gap
Several studies have examined the impact of customer reviews on purchasing decisions. However, there is a significant gap in research regarding the factors affecting purchase decisions on Flipkart. Additionally, the influence of demographic variables such as age, gender, occupation, and education remain underexplored in this context.
2.3 Research Objectives
1. To analyze the influence of customer reviews on consumer purchasing decisions on Flipkart (Age& Gender)
2. To assess the effect of customer reviews on Flipkart’s sales and business performance
3. To evaluate how Flipkart manages customer reviews and their impact on customer satisfaction and brand reputation
CHAPTER 3 RESEARCH METHODOLOGY
3.1 Type of research
To investigate the influence of customer reviews on online purchasing decisions, our research employs a mixed-method approach that integrates both quantitative and qualitative methodologies. This hybrid methodology allows for a comprehensive examination of the study, leveraging the strengths of both quantitative and qualitative data analysis techniques.
Using a mixed-method approach, we combine qualitative and quantitative techniques to analyze the subject in its entirety. Quantitative methods, such as the Chi-Square test, quantify correlations between customer feedback and purchasing behavior, while qualitative analysis provides deeper insight into consumer perceptions and decision-making processes.
3.2 Sources of Data
In the form of a questionnaire, primary sources provide most of the study's data.
Primary Data: These are first-hand reports from an investigator working toward a specific goal. Primary data are termed "pure" if they are real and have not been statistically processed. Utilizing primary data has the benefit of enabling researchers to gather information specifically needed to achieve our study's objectives.
Secondary Data: Secondary data has been used for the introduction and references from research articles, research papers, and theses from both national and international levels on the impact of reviews on various fields; and also, for obtaining information about the company (Flipkart).
A secondary analysis of data has been made to gain insights into previous research that had a similar context relating to our topic.
3.3 Sampling Techniques and Size
Secondary data has been used for the introduction and references from research articles, research papers, and theses from both national and international levels on the impact of reviews on various fields; and, for obtaining information about the company (Flipkart).
Secondary analysis of data has been done to gain insights regarding previous research that had a similar context relating to choir topic.
3.4 Hypothesis
- Objective 1: To analyze the influence of customer reviews on consumer purchasing decisions on Flipkart
Null hypothesis (H0): Customer reviews on Flipkart have no significant impact on consumer purchasing decisions.
Alternative hypothesis (H1): Customer reviews on Flipkart have a significant impact on consumer purchasing decisions.
- Objective 2: To assess the effect of customer reviews on Flipkart’s sales and business performance
Null hypothesis (H0): Flipkart customers' decisions to buy are not much influenced by customer reviews.
Alternative hypothesis (H1): Customer reviews have a significant impact on Flipkart’s sales and overall business performance.
- Objective 3: To evaluate how Flipkart manages customer reviews and their impact on customer satisfaction and brand reputation
Null hypothesis (H0): There is no significant impact of customer reviews on Flipkart’s customer satisfaction and brand reputation.
Alternative hypothesis (H1): Customer reviews have a significant impact on Flipkart’s customer satisfaction and brand reputation.
3.5 Statistical Tools
To evaluate the relationship between different variables and determine whether observed differences are significant or just the result of chance, the Chi-Square test is used through SPSS (Statistical Package for the Social Sciences) as a statistical tool. Depending on the nature of our data, the Chi-Square test is found to be the best method to analyze and study how online customer reviews affect Flipkart purchase decisions.
3.6 Period of study
The study spans a duration of four months, covering December 2024 to March 2025.
3.7 Limitations of the study
1.The study is confined solely to users of Flipkart.
2. The study's demographic focus is exclusively on Hyderabad, with no opportunity to extend research to other regions of India
3.Due to time constraints, only 124 responses were collected for the study via Google Forms.
3.8 Scope of the study
1.This study focuses on understanding the influence of online customer reviews on the purchasing decisions of Flipkart users in Hyderabad.
2. It seeks to determine how good and negative evaluations influence consumers' choices and decision-making processes.
3. Research analyzes the difference in consumer behavior between one-time purchases and repeat purchases based on customer reviews.
4.The study also evaluates the role of age and gender as key demographic factors in shaping consumer purchasing decisions on Flipkart in Hyderabad.
CHAPTER 4 COMPANY PROFILE
4.1 DETAILS OF THE COMPANY STUDIED
Flipkart is one of India's leading e-commerce platforms, founded in 2007 by Sachin Bansal and Binny Bansal. The company is headquartered in Bangalore, India, and was acquired by Walmart in 2018. Flipkart initially started as an online bookstore but quickly expanded its product range across various categories, becoming one of the largest online marketplaces in India.
Flipkart has a 4.3-star rating from 36M+ reviews and over 500M+ downloads on the Google Play Store.
Mission:
"To provide affordable and high-quality products, making shopping accessible and convenient for everyone."
How Flipkart Operates:
Flipkart connects sellers and buyers through its online platform, offering products from various categories such as electronics, fashion, home essentials, and more.
The platform ensures customer satisfaction by providing secure payment options, easy returns, and fast delivery services.
Flipkart operates with a customer-centric approach by offering regular discounts, sales, and loyalty programs like Flipkart Plus to enhance the shopping experience.
Features of Flipkart:
Wide Range of Products at Affordable Prices:
Flipkart offers a diverse selection of products across categories like electronics, fashion, home appliances, books, groceries, and more at competitive prices.
Free Delivery on Eligible Orders:
Flipkart provides free shipping of selected products, making shopping convenient and budget-friendly for customers.
Cash on Delivery (COD) Option:
Customers can choose Cash on Delivery (COD) as a payment option, allowing them to pay only after receiving the product.
Easy Returns & Refund Policy:
Flipkart offers a 7-10 day return and refund policy, ensuring hassle-free returns and refunds in case customers are not satisfied with the product.
Secure & Timely Payments:
Flipkart ensures 100% secure payment gateways for all online transactions, and customers can make payments through UPI, debit cards, credit cards, and net banking.
Product Categories on Flipkart:
Flipkart offers an extensive range of products in various categories, including:
Electronics & Gadgets: Smartphones, laptops, tablets, headphones, and home appliances.
Fashion: Women's fashion, men's fashion, kids' wear, footwear, and accessories.
Home & Kitchen Essentials: Home decor, furniture, kitchen appliances, and cleaning supplies.
Beauty & Personal Care: Makeup products, skincare, haircare, and grooming essentials.
Groceries: Daily household essentials, packaged foods, and personal care items.
Flipkart has revolutionized online shopping in India, making it a trusted platform for millions of customers across the country.
CHAPTER 5 DATA ANALYSIS AND INTERPRETATION
Analysis
Demographic profile:
Gender:
Table 4.1: Frequency Table of Gender of respondents (N=124)
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Figure 4.1: Pie-chart depicting respondents’ gender.
Source: primary data (The data is compiled and analysed by Authors)
The pie chart depicts the gender distribution of participants in the survey, demonstrating that most respondents are female, accounting for 61% of the total participants. Out of 124 respondents, there are 48 male participants and 76 female participants. These findings indicate that female users constitute a larger portion of Flipkart's audience in this survey. However, it is important to note that this analysis is based on a limited sample size, and the results may not fully represent the overall Flipkart user demographic.
Age group:
Table 4.2: Frequency table of Age of respondents (N=124)
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Figure 4.2: Pie-chart depicting respondents’ age group.
Source: primary data (The data is compiled and analysed by Authors)
The largest age group is “above 18 and below 25 years old”, comprising 79.8% (99 people) of the respondents.
12.1% (15 people) be a member of the age group “above 25 and below 35 years old”.
5% (6 people) be a member of the age group “above 45 years old”.
2.4% (3 people) be a member of the age group “above 35 and below 45 years old”.
The smallest age group is “below 18 years old”, making up only 0.8% (1 person) of the respondents.
In conclusion, most of the respondents in the survey fall within the “above 18 and below 25 years old” age group, indicating that Flipkart users from this age bracket are more actively involved in online shopping.
Occupation:
Table 4.3: Frequency table of occupation of respondents (N=124)
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Figure 4.3: Pie-chart depicting respondents’ occupation (Percentage).
Source: primary data (The data is compiled and analysed by Authors)
The pie chart displays the occupation distribution of respondents who are Flipkart users. The largest segment is labeled “Student”, accounting for 74.92% of the total respondents. The next largest categories are “Job” and “Self-employed”, each making up 10% of the respondents. The remaining portions are “Professional” and “Homemaker”, both representing 3% of the respondents.
In summary, students constitute the majority of Flipkart users in this survey at 74%, followed by individuals with jobs and self-employed users, each contributing 10%. Professionals and homemakers collectively make up the remaining 6%, with 3% each. This indicates that Flipkart's user base is significantly influenced by the student community in this survey.
Product preferences of Flipkart users:
Table 4.4: Frequency table of products preferred by respondents
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Figure 4.4: Graph depicting respondents’ product preferences.
Source: primary data (The data is compiled and analysed by Authors)
1. The line graph illustrates the types of products purchased by Flipkart users.
2. Clothing emerges as the most popular category, with 103 users (83%) selecting it.
3. Jewellery and Accessories rank as the second most popular category, chosen by 42 users (34%).
4. Bags and Footwear follow as the third most popular category, with 34 users (27%) selecting it.
5. Home and Kitchen products come in fourth place, with 24 users (19%) purchasing items from this category.
6. Electronics is the fifth most popular category, selected by 18 users (14%).
7. Beauty and Health products are the least popular category, with only 13 users (10.5%) opting for them.
Overall, the data indicates that Flipkart users are more inclined to purchase clothing, jewellery, and accessories compared to other product categories, while beauty and health products are the least preferred among the respondent
Frequency of users providing feedback:
Table 4.5: Frequency table of users providing feedback
Illustrations are not included in the reading sample
Figure 4.5: Pie-chart showing how often users provide feedback.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The pie chart illustrates the frequency with which Flipkart users provide feedback on products following a purchase.
The largest portion of respondents, comprising 34%, indicated that they “Rarely” share feedback, suggesting that most users are infrequent contributors of product reviews.
The second-largest group, accounting for 32%, reported providing feedback “Occasionally”, showing that a smaller segment engages in feedback only from time to time.
Smaller portions of the chart reveal that 18% of users give feedback “Frequently”, while 16% of respondents “Never” leave reviews on their purchases.
In conclusion, the chart demonstrates that the majority of Flipkart users (66%) either rarely or occasionally submit feedback, while only a small fraction (18%) are regular contributors of product reviews.
Factors motivating users to leave feedback on Flipkart:
Table 4.6: Frequency table of factors motivating respondents to leave feedback on Flipkart
Illustrations are not included in the reading sample
Figure 4.6: Graph showing factors motivating users to leave feedback on Flipkart.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The bar graph shows the factors influencing Flipkart users to provide feedback on products after making a purchase.
The data reveals that product quality is the primary motivator, with 84 users selecting it as the most significant reason for leaving feedback, making it the most influential factor of all.
The shipping experience follows as the second most influential factor, with 42 users highlighting it as a reason for providing feedback.
Customer service ranks third, with 36 users identifying it as a motivating factor. In contrast, prices appear to have the least impact, with only 3 users considering it a reason to leave feedback. Additionally, a small group of 4 users stated that none of the factors motivated them to provide feedback.
In conclusion, the findings emphasize that product quality is the key driver for Flipkart users to share their experiences. While shipping experience and customer service are notable motivators, they are not as influential as product quality. Conversely, price plays a minimal role, and a minor portion of users are not influenced by any of the listed factors.
Influence of customer feedback on purchase decisions in Flipkart:
Table 4.7: Frequency table of influence of customer feedback on purchase decisions in Flipkart
Illustrations are not included in the reading sample
Figure 4.7: Graph showing the influence of customer feedback on purchase decisions in Flipkart.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The pie chart illustrates the influence of customer feedback on the purchase decisions of Flipkart users.
The largest segment of the chart, representing 43% of respondents, selected “Agree”, indicating that customer feedback plays a significant role in their purchasing decisions. The second-largest portion (35%) marked “Strongly Agree”, further highlighting the importance of customer feedback for the majority of users.
The remaining 22% of respondents expressed varying degrees of disagreement or neutrality. Among them:
19% chose “Neutral”, meaning they neither agree nor disagree with the influence of customer feedback.
2% “Disagree”, suggesting they do not find customer feedback influential.
Only 1% “Strongly Disagree”, showing minimal resistance to the idea that customer feedback affects their purchases.
In summary, the data reveals that most Flipkart users consider customer feedback an important factor in their purchasing decisions. With only 3% of users disagreeing, customer feedback holds significant value. This indicates that Flipkart should prioritize customer feedback to enhance their products and services, ultimately improving customer satisfaction.
Users modified their opinion based on customers’ reviews:
Table 4.8: Frequency of modification of opinion based on customers reviews by respondents
Illustrations are not included in the reading sample
Figure 4.8: Graph showing users who modified their opinion based on customers’ reviews.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The pie chart illustrates the frequency with which Flipkart users alter their opinions about products based on customer feedback.
The largest segment of respondents, accounting for 44%, selected “Yes”, indicating that they have modified their opinion about a Flipkart product after reading reviews from other customers. This highlights that customer feedback plays a crucial role in shaping the purchase decisions of a significant portion of users.
The second-largest group, representing 28%, chose “Maybe”, suggesting that more than a quarter of respondents are uncertain about whether customer feedback has influenced their opinion or not.
The smallest portion of respondents (28%) selected “No”, indicating that they do not modify their opinion based on customer reviews.
Overall, the data indicates that 72% of Flipkart users are potentially influenced by customer feedback to some extent. However, the chart does not specify whether this influence results in positive or negative changes in their purchasing decisions. Therefore, Flipkart should leverage customer feedback systems to enhance user trust and improve product quality to drive more positive customer perceptions.
Users find products according to the reviews after purchase:
Table 4.9: Frequency table of users finding products according to the reviews after purchase
Illustrations are not included in the reading sample
Figure 4.9: Graph showing users who find products according to the reviews after purchase.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The pie chart illustrates how often Flipkart users check customer reviews of products after making a purchase.
The largest segment of respondents, making up 43%, selected “Agree”, indicating that almost half of the users frequently look at reviews post-purchase.
The second-largest section (35%) is labeled “Neutral”, showing that over a third of the users have no strong opinion on whether they check reviews after buying a product.
A smaller portion of users (18%) marked “Strongly Agree”, implying that they consistently review feedback after making a purchase.
Only 3% of users “Disagree” with the statement, while a mere 1% “Strongly Disagree”, indicating that a very small minority of users never look at product reviews post-purchase.
In conclusion, the data suggests that 61% of Flipkart users are likely to check reviews even after buying a product, emphasizing that customer feedback holds ongoing importance beyond the point of purchase. This behavior highlights how post-purchase reviews can still shape customer satisfaction and influence future buying decisions.
Negative reviews impact users’ willingness to buy a Flipkart product:
Table 4.10: Frequency table of negative reviews impacting users’ willingness to buy a Flipkart product
Illustrations are not included in the reading sample
Figure 4.10: Graph showing users whose decision is impacted by negative reviews.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The pie chart illustrates the extent to which negative customer reviews influence the willingness of Flipkart users to purchase products.
The largest portion of respondents (35%) selected “Agree”, indicating that negative reviews significantly impact their buying decisions. Additionally, 31% of users marked “Strongly Agree”, further emphasizing that the majority of consumers are highly influenced by negative feedback.
A smaller segment of respondents (6%) selected “Disagree”, while only 2% chose “Strongly Disagree”, reflecting that a small minority of users are unaffected by negative reviews.
Meanwhile, 26% of respondents remained neutral, showing no strong opinion on whether negative reviews affect their buying decisions.
Overall, 66% of Flipkart customers said that bad reviews are very important when making selections about what to buy. These results demonstrate how important consumer feedback is in shaping consumer behavior. Flipkart should take advantage of this knowledge by keeping a careful eye on customer reviews and applying them to improve customer satisfaction and product quality.
Users purchase a Flipkart product with predominantly positive reviews:
Table 4.11: Frequency table of respondents' purchasing products with predominantly positive reviews
Illustrations are not included in the reading sample
Figure 4.11: Graph showing users who purchase products with predominantly positive reviews.
Source: Primary Data (The data is compiled and analysed by Authors)
The pie chart illustrates the frequency with which Flipkart users purchase products with positive reviews.
The largest segment of the chart (44%) is labeled “Frequently”, indicating that nearly half of the respondents consistently prefer to buy products that have positive reviews.
The second-largest portion (22%) represents those who “Occasionally” purchase products with positive reviews, showing that a smaller group of users are influenced by positive feedback but not consistently.
The two smallest slices of the chart, “Rarely” and “Never”, together account for only 1% of respondents, highlighting that very few consumers ignore positive reviews when making purchasing decisions.
In conclusion, the data suggests that Flipkart products with a significant number of positive reviews are more likely to be purchased by customers. This emphasizes the importance of customer feedback in driving sales and highlights the role of positive reviews in shaping consumer behavior.
Pie-chart showing users who make one-time purchases on Flipkart:
Table 4.12: Frequency of respondents who make one-time purchases on Flipkart
Illustrations are not included in the reading sample
Figure 4.12: Graph showing users who make one-time purchases.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The pie chart presents the findings of a survey regarding customer purchase behavior on Flipkart, specifically focusing on one-time purchases.
The largest segment of respondents (42%) indicated that they occasionally make one-time purchases on Flipkart.
21% of participants stated that they frequently engage in one-time purchases.
A smaller group, 8%, reported making very frequent one-time purchases.
20% of respondents mentioned that they rarely make one-time purchases.
The smallest portion, 9%, indicated that they never make one-time purchases on Flipkart.
In summary, the survey reveals that a significant majority (71%) of Flipkart customers are inclined to make one-time purchases on the platform, showcasing the platform's appeal for occasional and frequent buyers alike.
Customer reviews influenced one-time purchase decision:
Table 4.13: Frequency table of influence of customer feedback on one-time purchase decisions
Illustrations are not included in the reading sample
Figure 4.13: Graph showing influence of customer feedback on one-time purchase decisions.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The pie chart illustrates the findings of a survey on whether customer reviews influence one-time purchase decisions on Flipkart.
The largest portion (58%, 72 out of 124 respondents) reported that customer reviews always influenced their buying decision.
26% (32 out of 124 respondents) indicated that customer reviews sometimes influenced their decision (Maybe).
The smallest segment (16%, 20 out of 124 respondents) stated that customer reviews never influenced their one-time purchase decision.
Overall, the survey highlights that customer reviews play a crucial role in influencing one-time purchases on Flipkart, with a significant majority (84%) of respondents considering reviews before making a purchase, while only a small minority (16%) disregard reviews in their buying decisions.
Recurring customers, whose decision to continue purchasing from Flipkart is influenced by customer reviews:
Table 4.14: Frequency table of respondent’s continuance of purchase from Flipkart being influenced by customer reviews
Illustrations are not included in the reading sample
Figure 4.14: Graph showing influence of customer feedback on purchase decisions of recurring customers.
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The pie chart represents the impact of customer reviews on recurring Flipkart customers' purchasing decisions.
- The largest segment (40%) indicates that respondents agree that customer reviews influence their decision to continue purchasing from Flipkart.
- 14% of respondents strongly agree, confirming that customer reviews play a significant role in their repeat purchases.
- The remaining 46% of respondents express varying levels of disagreement:
- 35% remain neutral, indicating they are undecided about the influence of customer reviews on their recurring purchases.
- 9% disagree that customer reviews affect their continued buying decisions.
- Only 2% strongly disagree, suggesting that customer reviews have no impact on their purchasing behavior.
In summary, the data highlights that more than half of recurring Flipkart customers (54%) are influenced by customer reviews in their continued purchase decisions. This result highlights the significance of customer feedback for Flipkart to enhance its products and services, ultimately fostering customer retention.
Chi-square test: The chi-squared test evaluates whether the differences between the observed counts and the expected counts are statistically significant.
Null Hypothesis (H0): There is no significant association between gender/age and the level of influence of customer feedback on Flipkart goods.
Alternative Hypothesis (H1): There is a significant association between gender/age and the level of influence of customer feedback on Flipkart goods.
Gender:
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
This cross-tabulation table depicts the relationship between gender and the perception of whether customer feedback influences decisions to purchase Flipkart products. The table displays counts and expected counts for each combination of gender and opinion level.
CHI-SQUARE TEST
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The value of “P” is less than 0.05 which means that the null hypothesis is rejected, and alternate hypothesis is accepted. This indicates a statistically significant association between gender and the perception of customer feedback influence. Based on these results, there is significant evidence to suggest that there is an association between gender and the perception of how influential customer feedback is in the decision to purchase Flipkart products
Age:
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
This cross-tabulation table illustrates the relationship between age group and the perception of whether customer feedback influences decisions to purchase Flipkart products. The table presents counts and expected counts for each combination of age group and opinion level.
CHI-SQUARE TEST:
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The value of “P” is more than 0.05 which means that the null hypothesis is accepted, and alternate hypothesis is rejected. This suggests no statistical Age group and the perception of the influence of customer feedback are significantly correlated.
Gender:
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
This cross-tabulation table displays the relationship between age group and the perception of finding customer reviews reliable while making a purchase on Flipkart. The table includes counts and expected counts for each combination of age group and opinion level.
CHI-SQUARE TEST:
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The value of “P” is more than 0.05 which means that the null hypothesis is accepted, and alternate hypothesis is rejected. This suggests no statistically significant age group and the perception of the influence of customer feedback are significantly correlated.
Age:
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
This cross-tabulation table displays the relationship between age group and the perception of finding customer reviews reliable while making a purchase on Flipkart. The table includes counts and expected counts for each combination of age group and opinion level.
CHI –SQUARE TEST
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
The value of “P” is more than 0.05 which means that the null hypothesis is accepted and alternate hypothesis is rejected. This suggests no statistically significant association between age group and the perception of customer review reliability.
Gender:
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
This is a cross-tabulation table showing the relationship between gender and the extent to which individuals have modified their opinion about a Flipkart product based on feedback from other customers. The table presents counts and expected counts for each combination of gender and opinion modification level. This table provides information on how gender relates to the likelihood of modifying one's opinion about a Flipkart product based on customer feedback.
Illustrations are not included in the reading sample
This crosstab presents the relationship between gender and whether individuals have modified their opinion about a Flipkart product based on feedback from other customers.
The value of “P” is more than 0.05 which means that the null hypothesis is accepted and alternate hypothesis is rejected. It suggests that there is no statistically significant association between gender and opinion modification.
Age:
Illustrations are not included in the reading sample
Source: primary data (The data is compiled and analysed by Authors)
This cross-tabulation table shows the relationship between age group and the extent to which individuals have modified their opinion about a Flipkart product based on feedback from other customers. The table presents counts and expected counts for each combination of age group and opinion modification level.
The expected counts represent the counts we would expect in each cell if there were no association between age group and opinion modification. These are calculated based on the assumption of independence between the two variables.
CHI-SQUARE TEST
Illustrations are not included in the reading sample
Source: primary data
The value of “P” is more than 0.05 which means that the null hypothesis is accepted, and alternate hypothesis is rejected. This suggests no statistically significant association between age group and opinion modification.
Null hypothesis (H0): There's no discernible distinction between gender or age and choices to purchase Flipkart products after reading reviews that are both favorable and adverse.
Alternative hypothesis (H1): There is a discernible distinction between gender or age and choices to purchase Flipkart products after reading reviews that are both favorable and adverse.
Gender:
Illustrations are not included in the reading sample
Source: primary data
This cross-tabulation table presents the relationship between gender and the tendency to purchase a Flipkart product with predominantly positive reviews. It includes counts and expected counts for each combination of gender and opinion level.
Expected counts represent the counts anticipated in each cell under the assumption of independence between gender and the tendency to purchase products with predominantly positive reviews.
CHI-SQUARE TEST
Illustrations are not included in the reading sample
Source: primary data
The value of “P” is more than 0.05 which means that the null hypothesis is accepted and alternate hypothesis is rejected. This suggests no statistically significant association between gender and the likelihood of purchasing a Flipkart product with predominantly positive reviews.
Age:
Illustrations are not included in the reading sample
Source: primary data
This cross-tabulation table examines the relationship between age group and the tendency to purchase a Flipkart product with predominantly positive reviews. Expected counts represent the counts anticipated in each cell under the assumption of independence between age group and the tendency to purchase products with predominantly positive reviews.
CHI-SQUARE TEST
Illustrations are not included in the reading sample
Source: primary data
The value of “P” is more than 0.05 which means that the null hypothesis is accepted, and alternate hypothesis is rejected. This suggests no statistically significant correlation between age group and the propensity to buy a Flipkart product that has received a lot of good feedback
Gender:
Illustrations are not included in the reading sample
Source: primary data
Cross-tabulation table examines the relationship between gender and the impact of negative reviews on the willingness to buy a Flipkart product. The expected counts represent the counts anticipated in each cell under the assumption of independence between gender and the impact of negative reviews on the willingness to buy Flipkart products.
CHI-SQUARE TEST:
Illustrations are not included in the reading sample
Source: primary data
The value of “P” is less than 0.05 which means that the null hypothesis is rejected and alternate hypothesis is accepted. This suggests a statistically significant association between gender and the impact of negative reviews. These results suggest that there is a significant association between gender and the impact of negative reviews on the willingness to buy a Flipkart product, with males and females showing different tendencies in how negative reviews influence their purchasing decisions.
Age:
Illustrations are not included in the reading sample
Source: primary data
Age groups and the effect of unfavorable reviews on consumers' propensity to purchase a Flipkart product are examined in the cross-tabulation table. The expected counts represent the counts anticipated in each cell under the assumption of independence between age groups and the impact of negative reviews on the willingness to buy Flipkart products.
Illustrations are not included in the reading sample
Source: primary data
The value of “P” is more than 0.05 which means that the null hypothesis is accepted, and alternate hypothesis is rejected. This suggests no statistically significant association between age group and the impact of negative reviews.
Null Hypothesis (H0): There is no significant difference between gender and the influence of customer reviews on making one-time or recurring purchases.
Alternative Hypothesis (H1): There is a significant difference between gender and the influence of customer reviews on making one-time or recurring purchases.
Gender:
Illustrations are not included in the reading sample
Source: primary data
The cross-tabulation table examines the relationship between gender and the influence of customer reviews on the decision to make a one-time purchase on Flipkart. The expected counts represent the counts anticipated in each cell under the assumption of independence between gender and the influence of customer reviews on the decision to make a one-time purchase on Flipkart.
Illustrations are not included in the reading sample
Source: primary data
Gender and the impact of customer reviews on purchasing decisions are statistically significantly correlated, as indicated by the corresponding p-value of 0.007. Since the p-value is less than 0.05, we reject the null hypothesis that there is no association. This indicates that there is a statistically significant association between gender and the influence of customer reviews on purchase decisions.
Age:
Illustrations are not included in the reading sample
Source: primary data
This cross-tabulation table explores the relationship between age group and the influence of customer reviews on the decision to make a one-time purchase on Flipkart. The expected counts represent the counts anticipated in each cell under the assumption of independence between age group and the influence of customer reviews on the decision to make a one-time purchase on Flipkart.
Illustrations are not included in the reading sample
Source: primary data
The value of “P” is more than 0.05 which means that the null hypothesis is accepted, and alternate hypothesis is rejected. Based on these chi-square tests, there's no noteworthy
association with different age groups and how user reviews affect one-time Flipkart purchases.
Gender:
Illustrations are not included in the reading sample
Source: primary data
The cross-tabulation table explores the relationship between gender and the influence of customer reviews on the decision to continue purchasing from Flipkart as a recurring customer. The expected counts represent the counts anticipated in each cell under the assumption of independence between gender and the influence of customer reviews on the decision to continue purchasing from Flipkart as a recurring customer.
Illustrations are not included in the reading sample
Source: primary data
The value of “P” is more than 0.05 which means that the null hypothesis is accepted, and alternate hypothesis is rejected. Essentially, there's no significant association between gender and the influence of customer reviews on the decision to continue purchasing from Flipkart among recurring customers.
Age:
Illustrations are not included in the reading sample
Source: primary data
This cross-tabulation table explores the relationship between age groups and the influence of customer reviews on the decision to continue purchasing from Flipkart as a recurring customer. The expected counts represent the counts anticipated in each cell under the assumption of independence between age groups and the influence of customer reviews on the decision to continue purchasing from Flipkart as a recurring customer.
Illustrations are not included in the reading sample
Source: primary data
The value of “P” is more than 0.05 which means that the null hypothesis is accepted, and alternate hypothesis is rejected. This indicates that there's no significant association between age groups and the influence of customer reviews on the decision to continue purchasing from Flipkart among recurring customers.
CHAPTER 6 FINDINGS, SUGGESTIONS AND CONCLUSION
6.1 FINDINGS
1. Customer feedback plays a pivotal role in influencing purchasing decisions on Flipkart, with 43.5% of respondents admitting to changing their opinions based on product feedback.
2. 42.7% of respondents agreed that customer feedback directly impacts their purchasing decisions, highlighting its significant influence on consumer behavior.
3. Gender shows a notable influence on how customer feedback affects purchasing decisions, with a statistically significant P value of 0.029.
4. Conversely, age does not significantly impact the influence of customer feedback, as indicated by a P value of 0.465.
5. 41.9% of respondents find customer reviews reliable, demonstrating their crucial role in guiding purchasing decisions on Flipkart.
6. Negative reviews affect male and female consumers differently, with gender showing a significant impact (P value = 0.006) on willingness to purchase products.
7. Negative reviews have a strong influence on purchasing decisions, with 31.5% of respondents strongly agreeing and 35.5% agreeing that they impact their willingness to buy products.
8. However, age does not significantly affect the influence of negative reviews, as shown by a P value greater than 0.675.
9. Age significantly influences the likelihood of one-time purchases on Flipkart, with a P value of 0.020, indicating that younger consumers are more inclined to make occasional purchases.
10. On the other hand, gender does not have a significant impact on one-time purchases, with a P value of 0.569.
11. Gender significantly affects the influence of customer reviews on one-time purchase decisions, with a P value of 0.007, suggesting that men and women respond differently to product feedback.
12. For recurring purchases, neither gender nor age significantly influences the impact of customer reviews, with P values of 0.462 and 0.778, respectively.
13. Similarly, no significant association is observed between gender, age, and the likelihood of finding products as per customer reviews after purchase.
14. Overall, the study indicates that gender plays a more influential role in shaping consumer behavior and purchase decisions on Flipkart, while age has a minimal impact on how feedback and reviews affect buying choices.
15. These findings underscore the importance of understanding gender-based consumer preferences in e-commerce platforms like Flipkart, which can help businesses improve their customer engagement strategies and personalized marketing approaches.
6.2 SUGGESTIONS
1. Consumer purchasing decisions are significantly influenced by previous customer feedback, regardless of age and gender. Therefore, Flipkart should prioritize analyzing customer feedback and implement continuous improvements to enhance customer satisfaction and address concerns effectively.
2. The study reveals that most consumers rely on feedback while making purchases but do not actively provide feedback themselves. To bridge this gap, Flipkart should encourage more customers to share their product experiences by implementing innovative strategies such as offering incentives, loyalty points, or interactive review prompts to boost the number of customer reviews.
3. Compared to good ratings, negative reviews have a greater influence on consumers' purchasing decisions. To lessen this, Flipkart should proactively address negative feedback by resolving customer complaints, improving product quality, and enhancing service efficiency to build trust and improve overall customer satisfaction.
6.3 CONCLUSION
In this study, the impact of consumer reviews on purchase decisions, particularly focusing on Flipkart products, was investigated. The findings revealed valuable insights into how customer feedback shapes purchasing behavior. Although age did not significantly influence purchase decisions, gender played a notable role in how consumers respond to feedback. Individuals frequently altered their opinions about Flipkart products based on fellow consumers' reviews.
Positive reviews were found to encourage purchase decisions, while negative reviews significantly deterred consumers from buying products. Males and females demonstrated different tendencies, with gender showing a significant correlation with the influence of negative reviews and one-time purchases. However, no significant association was observed between age and both one-time and recurring purchases.
Overall, customer feedback plays a pivotal role in Flipkart purchases. While negative reviews may discourage potential buyers, positive reviews can boost sales. Understanding the varying impact of reviews on different demographics can enable Flipkart to tailor its strategies, enhance customer satisfaction, and improve its products and services to align with consumer preferences.
ANNEXURE
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31. https://play.google.com/store/apps/details?id=com.Flipkart.supply&hl=en_IN&gl=US
Questionnaire:
1. Name
2. Gender
● Male
● Female
● Other
3. Age group
● below 18
● above 18 and below 25
● above 25 and below 35
● above 35 and below 45
● above 45
4. Occupation
● Student
● Job
● Self-employed
● Professional (Doctor, lawyer, CA, ACCA, etc.)
● Other:
5. What type of products do you purchase from Flipkart? (Check all that apply)
● Electronics
● Clothing
● Jewellery and Accessories
● Bags and footwear
● Beauty and Health
● Home and Kitchen
6. How often do you provide feedback on Flipkart products after making a purchase?
● Frequently
● Occasionally
● Rarely
● Never
7. What factors motivate you to leave feedback on Flipkart commodities? (Check all that apply)
● Product quality
● Shipping experience
● Customer service
● Other:
8. I think customer feedback is influential in my decisions to purchase Flipkart products.
● Strongly agree
● Agree
● Neutral
● Disagree
● Strongly Disagree
9. I find the customer reviews reliable while making a purchase on Flipkart.
● Strongly agree
● Agree
● Neutral
● Disagree
● Strongly Disagree
10. Have you ever modified your opinion about a Flipkart product based on the feedback provided by other customers?
● Yes
● No
● Maybe
11. I purchase a Flipkart product with predominantly positive reviews.
● Very likely
● Likely
● Neutral
● Unlikely
● Very unlikely
12. Negative reviews impact my willingness to buy a Flipkart product.
● Strongly agree
● Agree
● Neutral
● Disagree
● Strongly Disagree
13. I make one-time purchases on Flipkart.
● Very frequently
● Frequently
● Occasionally
● Rarely
● Never
14. Have customer reviews ever influenced your decision to make a one-time purchase on Flipkart?
● Yes
● No
● Maybe
15. I am a recurring customer and customer reviews influence my decision to continue purchasing from Flipkart.
● Strongly agree
● Agree
● Neutral
● Disagree
● Strongly Disagree
16. After purchase, I always find the product according to the reviews.
● Strongly agree
● Agree
● Neutral
● Disagree
● Strongly disagree
PLAGIARISM REPORT
Illustrations are not included in the reading sample
[...]
Buy now
- Quote paper
- P. Y. Radhika (Author), Ashwin Tripathy (Author), Aditya Rauniyar (Author), Noel Robert (Author), Karan Karki (Author), P. Hema Devi (Author), M. Veera Swamy (Author), M. Arul Jothi (Author), 2024, The Impact of Customer Reviews on Flipkart Purchasing Decisions. Exploring the Role of Gender and Feedback Influence, Munich, GRIN Verlag, https://www.grin.com/document/1577610
