Focus Issue In Consumer Reviews On FMCG: Is The Product Evaluated Or The Sales Service?

Abstract

The aim of this study is to seek an answer the question about fast moving consumer goods(FMCG): whether the product or the service offered for selling the product is evaluated.Consumer reviews and evaluations on FMCG may go beyond the product itself, and resultingin service-oriented comments for product sales. In this study, text mining analysis was used toanalyze consumer reviews and star ratings of an FMCG product. The collected data set wasanalyzed through QDA Miner® and WordStat®, qualitative data analysis software, andinterpreted. According to the findings; it is observed that particularly the comments with highstar-ratings are directed towards services offered for the sale and delivery of the product, whilelower ratings are directed towards the quality of the product. The results show that consumerreviews on specific products like FMCG, require specific infrastructure for commenting andevaluating a product. It is expected that the results of this study will contribute to the relevantliterature and to the practice of categorical comments and evaluation in particular.