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A Study on Role Of E-Word of Mouth in Consumer Preferences in the Food Industry

 

 

ZAARAA KHAN G, MBA, Jerusalem College of Engineering, Chennai, Tamil Nadu, India

AKILA S, Assistant Professor, MBA, Jerusalem College of Engineering, Chennai.

 

 

Abstract

The study titled, “The Role of E-Word of Mouth (E-WOM) in Consumer Preferences in the Food Industry,” examines how online reviews and ratings influence consumer food choices. Using a descriptive research design, data were collected from 100 respondents through structured questionnaires and analyzed using percentage analysis, correlation, regression and weighted average method.

The findings show that food quality perception strongly affects how often people order food online, while ratings have less impact. A positive link was found between trust in review honesty and resistance to negative comments indicating that genuine reviews build confidence. Swiggy is the most preferred platform for food reviews, followed by Instagram, Google Reviews and Zomato. Overall, the consumers value authentic reviews and food quality more than ratings proving that E-WOM plays a key role in shaping food-related decisions.

Keywords: E-Word of Mouth (E-WOM), Consumer Preferences, Online Reviews, Customer Trust, Food Quality, Social media platforms, Purchase decision.

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