Influence of Online Product Review on the Customer Purchasing Decision of Cosmetics in Selected Watsons Outlets in Bacoor City..
Type
Thesis
Authors
Category
Thesis-BSBM
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Publication Year
2019
Abstract
LLAMIDO, SHAIDDEL T.; PALABRICA, ANGEL KATE L.; PENCERGA JUNEL H. Influence of Online Product Review on the Customer Purchasing Decision of Cosmetics in Selected Watsons Outlets in Bacoor City. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. April 2019. Adviser: Mr. Nelson M. Nico.
The study was conducted to determine the influence of online product review on the customer purchasing decision of cosmetics in selected Watsons outlets in Bacoor City. Specifically, the study was designed to identify the socio demographic profile of the respondents, to determine the commonly used online product review platform, to determine the level of influence of online product review on customer purchasing and to determine if there is a significant relationship between factors of online product review and customer purchasing decision.
The results showed that most of the respondents (63%) were in the age bracket of 15-20 years old. Majority of the respondents (86.20%) were mostly females. The majority of the respondents’ educational attainment (45.70%) were college level. The respondents’ monthly income (42.70%) were PHP 2,000.00 – PHP 4,000.00.
The study revealed that personal; blog and video sharing with the general weighted mean of 3.28 were the most commonly used online product review platforms by the respondents because they were the most trusted platform.
Also, the study revealed that quantity of review (3.29) and quality of review content (3.32) were the very influential factors of online product review towards customer purchasing decision with the verbal interpretation of “very influential”.
Based on the results, there was significant relationship between factors of online product review on customer purchasing decision in terms of quantity of review, quality of review content, valence of the review, reputation of the reviewer and the timeliness of review. These online product review factors play an important role in influencing customer purchasing decision.
The study was conducted to determine the influence of online product review on the customer purchasing decision of cosmetics in selected Watsons outlets in Bacoor City. Specifically, the study was designed to identify the socio demographic profile of the respondents, to determine the commonly used online product review platform, to determine the level of influence of online product review on customer purchasing and to determine if there is a significant relationship between factors of online product review and customer purchasing decision.
The results showed that most of the respondents (63%) were in the age bracket of 15-20 years old. Majority of the respondents (86.20%) were mostly females. The majority of the respondents’ educational attainment (45.70%) were college level. The respondents’ monthly income (42.70%) were PHP 2,000.00 – PHP 4,000.00.
The study revealed that personal; blog and video sharing with the general weighted mean of 3.28 were the most commonly used online product review platforms by the respondents because they were the most trusted platform.
Also, the study revealed that quantity of review (3.29) and quality of review content (3.32) were the very influential factors of online product review towards customer purchasing decision with the verbal interpretation of “very influential”.
Based on the results, there was significant relationship between factors of online product review on customer purchasing decision in terms of quantity of review, quality of review content, valence of the review, reputation of the reviewer and the timeliness of review. These online product review factors play an important role in influencing customer purchasing decision.
Description
Undergraduate Thesis.
Hardbound.
Hardbound.
Biblio Notes
Llamido, S. T., Palabrica, A. K. L., & Pencerga, J. H. (2019). Influence of online product review on the customer purchasing decision of cosmetics in selected Watsons outlets in Bacoor City (Undergraduate thesis, Cavite State University – Bacoor City Campus). Adviser: Mr. Nelson M. Nico.
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