Influence of Online Reviews on Consumer Decisions: A Study of Nykaa and Tira

Digital commerce has majorly transformed the consumer buying behaviour, most especially in information-based products like those in the beauty and personal care category. The online reviews have become very important source of product review where consumers can determine the quality, suitability, and credibility of products before making buying decisions. This paper will analyse how online reviews affect consumer behaviour, particularly of Nykaa and Tira within Indian e-commerce market. The study embraces a descriptive quantitative study design whereby the researcher used a structured questionnaire to gather primary data on 100 respondents. The review addresses review consultation behaviour, assigning credibility and effects of ratings, detailed feedback and customer-generated content on purchase intention. The results have shown that online reviews have a significant influence on consumer attitudes and ultimate purchasing decisions. Although a relatively low percentage of the respondents showed concerns with authenticity, the attitude towards online reviews is universally positive. The paper concludes that online reviews play a critical role as a trust-building and risk-reducing tool and have a great impact on consumer decisions in the field of online beauty retail.