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Product reviews: Customers trust customers

We would like to share this exciting study of the DHBW Heilbronn on the topic “relevance of product reviews”!



consumers make their purchasing decisions based on product reviews – not just online, but also in brick-and-mortar retail. They start their search for product reviews primarily on Amazon and Google. Particularly helpful in product reviews, consumers find the understandable information of the star rating.
How frequently the product ratings are used depends on the one hand on the attitude of the customers. Customers who trust product reviews are more likely to use them. On the other hand, the use depends on the properties of the product group. For functional products, such as electronics, reviews are used more often than for emotional products, such as apparel. Despite their heavy use, very few consumers even bother to write product reviews. Product ratings will continue to grow in importance over the coming years especially the younger generation is affine. One out of every four consumers would find it useful to provide product reviews in brick-and-mortar stores.

Here you’ll find more insights:

DHBW Heilbronn Study


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