INFLUENCE OF CUSTOMER REVIEWS AND RATINGS ON BUYING DECISION AMONG STUDENTS

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Abstract: This study investigated the influence of customer reviews and ratings on buying decision among Osun State Polytechnic, students, Iree. It is divided into four sections: a summary of the study, conclusions derived from key findings, recommendations, and limitations. The study, guided by the Theory of Reasoned Action (TRA) and the Elaboration Likelihood Model (ELM), explored how customer feedback shapes students’ perceptions of product quality and reliability, the credibility of reviews, and the impact of socio-economic and technological factors on their buying decisions. Using a cross-sectional survey method, data were gathered from a sample of students through questionnaires, with a high response rate of 358 participants. The findings highlight that a majority of students rely on positive, credible reviews to guide their purchasing choices, while negative or mixed feedback tends to lower their perception of product reliability. Recommendations include promoting media literacy programmes, encouraging the use of reliable review platforms, and raising awareness of reviewer bias to help students make better-informed choices. However, the study’s limitations, such as its single-institution sample, limited variable scope, cross-sectional design, and the lack of qualitative insights, may impact the generalizability of the findings.

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Table of Contents

Title Page                                                                                                                    i

Certification                                                                                                                ii

Dedication                                                                                                                  iii

Acknowledgement                                                                                                      iv

Table of Contents                                                                                                       vi

Abstract                                                                                                                      viii

CHAPTER ONE: Introduction

1.1       Background to the Study                                                                               1

1.2       Statement of the Problem                                                                               3

1.3       Objectives of the Study                                                                                  4

1.4       Research Questions                                                                                         5

1.5       Significance the Study                                                                                    5

1.6       Scope of the Study                                                                                         5

1.7       Operational Definition of Terms                                                                     6

CHAPTER TWO: Literature Review

2.1       Empirical Framework                                                                                      7

2.2       Conceptual Review                                                                                         8

2.3       Theoretical Framework                                                                                   24

CHAPTER THREE: Research Methodology

3.1       Research Design                                                                                             26

3.2       Research Method                                                                                            26

3.3       Study Population                                                                                            27

3.4       Sample Size                                                                                                     27

3.5       Sampling Technique                                                                                        27

3.6       Data Collection Instrument                                                                            27

3.7       Validity and Reliability of Research Instrument                                            27

3.8       Data Collection Instrument                                                                            28

3.9       Method of Data Analysis                                                                               28

CHAPTER FOUR: Data Analysis and Presentation

4.1       Data Analysis                                                                                                  29

4.2       Demography of the Participants                                                                     29

4.3       Discussion of Findings                                                                                   39

CHAPTER FIVE: Summary, Conclusion and Recommendations

5.1       Summary                                                                                                         41

5.2       Conclusion                                                                                                      41

5.3       Recommendations                                                                                          41

5.4       Limitations

References

Appendix

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PROJECT DETAILS:

Format = MS Word, Price = ₦5000, Chapter = 1-5, Pages = 62, References = Yes, Questionnaire =Yes, Table of Contents = Yes and Abstract = Yes

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