IMPACT OF ONLINE PRODUCT REVIEWS ON CUSTOMERS' PURCHASING DECISION WITH SPECIAL REFERENCE TO AMAZON.IN

Online product reviews have emerged as a crucial factor influencing the consumer purchasing behavior and decisions in the digital age. With the rise of e-commerce platforms like Amazon.in, customers heavily rely on reviews and ratings to assess product quality before making a purchase. This study aims to examine the impact of online product reviews on customer decision-making, considering factors such as review authenticity, sentiment, and rating consistency. The study analyzes customer behavior and feedback trends, this study provides insights for marketers, businesses, and consumers about the role of online reviews in shaping purchase decision. Keywords: Online Reviews, Decision-Making, E-commerce, Consumer Behavior