TO DETERMINE THE IMAPCT OF PRODUCT REVIEWS ON PURCHASE DECISION IN FOOD INDUSTRY OF PAKISTAN

Abstract

Purpose:. The main aim of this study is to examine the impact of product reviews on the purchase decision of people with specific focus in the food industry. The food and hoteling are one of the major revenues generating business these days in the country. Therefore, this research aimed at specifying its attention towards this sector. Methodology & Design The research follows a quantitative methodology in which the data is collected from primary source i.e. through questionnaires. The sample size for the study is 260 respondents all are taken from outside the food. The research model is composed ofthree independent variables (price review, quality review & service review) while, the study incorporates the dependent variables as purchase decision. The collected data is than analyzed with the help of regression test. Regression helps the researcher in determining the impact of one variable on the other. Findings The findings from the test show that, there is significant impact of all independent variables on the purchase decision. This depicts that, the product reviews are holding a significant impact on purchase decision in food industry. The findings from or research has also been endorsed by previous research who claimed that the product review helps the consumer in making a rational decision. Limitations The limitations for this research are Time, location and cost. The research is carried out in Karachi, having a semester to complete the research within stipulated time. Recommendations: the firm needs to determine its goals, rewards the reviewer to enhance of being rational and in the end, building the brand image through taking action this culture ofthe reviews which are negative, to develop customer centric culture