IMPACT OF CUSTOMER REVIEW ON ONLINE CUSTOMER DECISION MAKING IN THE RETAIL INDUSTRY IN THE UNITED KINGDOM: A CASE STUDY OF TESCO

Abstract

Online shopping is considered one of the main retail shopping outlets. Online shopping has exponentially scaled during and after COVID-19 pandemic, especially for the supermarket businesses. In this questionnaire-based study that examines the impact of online reviews on customers decision making when shopping for various elements at Tesco’s online store. The demographic questionnaire examined attributes such as gender, age, education, employment, and income. Key findings reveal females as the majority at 60%, and a significant portion (62%) of respondents within the 25-34 age group. Additionally, 51% have attained a master's degree, with students forming the most substantial employment group (36%). In relation to online shopping on Tesco's platform, reviews play a crucial role. An overwhelming majority find these reviews credible, with distinct preferences for those accompanied by visual media. The data suggests a robust influence of reviews on purchase decisions across various sectors including fresh groceries, drinks, and household products. Notably, reviews don't merely guide product selection but also influence shopping modes. As the digital landscape evolves, Tesco's online reviews emerge as essential tools, which may influence purchasing behaviour for several categories Tesco’s retails for. This should be further investigated to help grow sales and prevent losses for other stores that may compete with Tesco to give a better shopping experience for online consumers.