Influence of Online Reviews on Retail Purchase Decisions
Marketing — 2025, Undergraduate
nigeriapurchasereviewsretaildecisions
This study assesses influence of Online Reviews on Retail Purchase Decisions in Umuahia. A descriptive survey design was employed and data were gathered from 203 retailers. Findings reveal that negative reviews outweigh positive ones in purchase calculus The study recommends price, packaging and distribution strategies tailored to local segments
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