The Implications of e-reviews in Marketing Mix Strategy of Local Brand Products in the Philippines

Abstract

Online shopping has currently been a trend in commerce as people have now spent much more time in their homes than outside. Because of the COVID-19 pandemic, people have adapted to get everything done in their households, such as shopping for leisure and necessity, which results in consumers learning which products are worth their time and effort. This study looks for the implication of e-reviews in the marketing mix strategy of local brand products in the Philippines, where data was gathered through interviews with fifteen (15) participants. The research paper shows what motivates consumers to look for e-reviews and how their purchasing decision is affected by low ratings, including their perspective on how a brand should alter its marketing strategy if they lack positive reviews. Findings show that interviewees are unwilling to purchase a product should it be negatively reviewed by the majority as previous customers have already shared their negative experiences, which does not meet the participant's expectations. They also think that a company must first consider modifying their marketing strategy, identifying what is not working instead of immediately altering it, and attempting to gain customers' trust. This study has conclusively noted that negative e-reviews negatively impact consumers' purchasing decisions, creating a negative domino effect on the brand's marketing strategy. Companies must strive to improve and innovate their strategies, possibly by establishing product and brand transparency to consumers to earn their trust.