THE IMPACT OF RATINGS AND REVIEWS ON LIFESTYLE PRODUCTS ON MYNTRA IN COIMBATORE CITY
THE IMPACT OF RATINGS AND REVIEWS ON LIFESTYLE PRODUCTS ON MYNTRA IN COIMBATORE CITY
Dr. Dheekshana GR, Monisha G, Arikarthick A, Gokul Prakash H, Dharnesh P M, Gokula Sreenivasan T R and Kaanchan J
1 Assistant Professor, Department of Corporate Secretaryship, PSG College of Arts & Science, Coimbatore-14.
Email ID: theekshanadevi@gmail.com
2Student of III B. Com (CS), Department of Corporate Secretaryship, PSG College of Arts & Science, Coimbatore-14
Abstract - The rapid growth of e-commerce platforms, especially Myntra, has changed consumer buying habits in India. With no chance to physically evaluate products, online ratings and reviews have become essential sources of information and trust for shoppers, particularly for lifestyle goods like clothing, footwear, and accessories. This study looks at how ratings and reviews affect consumer purchase decisions in Coimbatore city. The research shows that digital feedback systems serve as a replacement for physical checks, lower perceived risk, and affect trust, satisfaction, and buying habits. The results indicate that consumers depend heavily on both ratings and reviews, focusing particularly on customer photos, the number of reviews, and verified purchase feedback. However, challenges like fake reviews, personal opinions, and too much information still exist. The study concludes that ratings and reviews are crucial in shaping modern consumer choices and are a powerful tool for both shoppers and e-commerce platforms.
Key Words: Online Reviews, Ratings, Consumer Behaviour, Myntra, Lifestyle Products, Purchase Decision.