Customer reviews are pivotal in guiding purchase decisions, especially for bargain-conscious shoppers. Platforms like Amazon, eBay, and AliExpress drive online bargain shopping and rely heavily on customer feedback to influence purchasing behaviour. 

For budget-conscious shoppers, reviews serve as more than just product insight—they establish trust, offer social proof, and ensure assurance in a marketplace where price often trumps brand loyalty. 

Consumer Behavior: Why Bargain Shoppers Rely on Reviews

Bargain shoppers prioritise price over brand loyalty, increasing the perceived risk of purchasing lower-cost or lesser-known products. To mitigate this risk, they depend heavily on customer reviews. 

Understanding the Bargain Shopper vs. Brand Loyalist: A Deeper Look into Their Psyche

A bargain shopper isn’t simply someone who finds a good deal. The impulse to shop based on lower prices or promotions is often driven by complex psychological factors—beyond just the thrill of saving money. For these shoppers, price may serve as both an emotional trigger and a strategic decision-making tool. On the other hand, brand loyalists cultivate deep emotional connections with specific brands, making their shopping behaviour more driven by trust and consistency than by cost considerations.

Psychological Traits and Behaviors: Bargain Shoppers vs. Brand Loyalists

Aspect	Bargain Shoppers	Brand Loyalists
Primary Motivation	Psychological reward from securing value, often driven by a sense of competition or fear of missing out (FOMO)	Deep emotional connection to a brand, often linked to identity and past experiences
Shopping Behavior	Seeks out discounts, compares prices across multiple brands, and views shopping as an ongoing challenge	Driven by short-term satisfaction and an emotional rush to acquire a deal
Emotional Response	Satisfaction from the perceived win or validation of making a smart purchase	Comfort and security from the predictability and reliability of their chosen brands
Decision-Making	Driven by short-term satisfaction and an emotional rush of acquiring a deal	Informed by long-term emotional attachment to the brand, often involving a sense of loyalty
Risk Tolerance	Higher willingness to explore unfamiliar products or brands in search of the best deal	Lower risk tolerance; preference for sticking to tried-and-true brands
Brand Attachment	Minimal attachment, focused on functional value and immediate savings	Strong emotional attachment, often using brands to express identity or personal values
Frequency of Purchases	More frequent, reactive to sales and promotions, often impulse-driven	Regular and habitual, based on a deeper brand relationship rather than external incentives
Post-Purchase Behavior	May experience buyer’s remorse or continue to search for better deals; satisfaction linked to the deal itself	Greater post-purchase satisfaction and reduced remorse due to the emotional connection to the brand
Loyalty Programs	Values practicality and financial savvy over luxury or status; sees shopping as a practical exercise.	Selective loyalty, often engaging with fewer programs but valuing exclusive perks tied to brand affinity
Influence of Advertising	Highly responsive to price-based promotions, sales events, and discounts	Influenced by brand narrative, values alignment, and lifestyle messaging
Cultural Perception	Values practicality and financial savvy over luxury or status; sees shopping as a practical exercise	Associates brand loyalty with personal identity, status, or lifestyle aspirations

Psyche of a Bargain Shopper: Beyond the Discount

• Impulse to Save: For bargain shoppers, the psychological reward from saving money can create an almost competitive thrill, making the search for deals feel like a game or challenge. The act of securing a lower price often becomes more important than the product itself, leading to satisfaction from “winning” the deal.
• Fear of Missing Out (FOMO): This shopper type is motivated by the anxiety of missing out on better opportunities. They may spend time comparing prices, checking deals, or waiting for the next big promotion, driven by the fear that they might miss the “best” deal.
• Value-Oriented, Not Brand-Loyal: While they seek good value, they aren’t necessarily attached to a specific brand. The idea of switching brands for a lower price doesn’t create any emotional conflict. They’re adaptable and view shopping as a pragmatic decision based on price and perceived value.
• Short-Term Gratification: The satisfaction of securing a deal can often outweigh long-term brand loyalty. For bargain shoppers, the immediate reward of a purchase feels more impactful than the enduring satisfaction of sticking with a brand.
• Flexibility and Adaptability: These shoppers are flexible, often willing to adjust their preferences based on availability or changing sales trends. They’re attuned to price fluctuations and seek opportunities to maximise savings.

How Customer Reviews Build Trust

For bargain shoppers, trust is often established through peer feedback rather than brand recognition. Positive reviews provide confidence, especially when purchasing products from lesser-known or untested brands. 

According to a PowerReviews 2023 study, 83% of consumers are likelier to buy a product with positive reviews, particularly in price-sensitive categories. This peer endorsement creates a layer of trust, making it easier for consumers to make a purchase decision.

According to a 2023 PowerReviews survey, 91% of consumers read online reviews before making a purchase. Bargain shoppers, in particular, scrutinise these reviews to ensure they get the best value for money. Reviews highlight product quality and usability and provide insights into the durability of affordable items, making them crucial for decision-making.

Customer reviews directly and significantly impact the purchasing decisions of bargain shoppers. 

In BrightLocal’s 2023 survey, 79% of consumers stated they trust online reviews as much as personal recommendations, with this figure especially relevant for low-cost products. 

Real vs. Fake Reviews: Addressing Concerns and Maintaining Authenticity

While reviews are critical to decision-making, the rise of fake reviews has caused some scepticism among consumers. Platforms like Amazon and AliExpress use advanced algorithms to detect fraudulent reviews and ensure authentic feedback. 

A BrightLocal 2023 survey revealed that 62% of consumers are sceptical of reviews that appear overly positive or negative, underscoring the need for authenticity. Bargain shoppers, in particular, are cautious of fabricated reviews and often read positive and negative feedback to form a balanced understanding of the product.

Case Study: IKEA’s Strategy for Trust through Customer Reviews

Example: IKEA’s Strategy for Leveraging Customer Reviews

Image Source: CNN

IKEA is a strong example of a brand that has effectively integrated customer feedback into its marketing and product development processes. By promoting customer reviews through email campaigns and engaging with shoppers via multiple platforms, IKEA encourages customers to share their honest experiences. This approach has helped build trust around its affordable product lines, particularly by emphasising durability and design. 

The Role of Reviews in Product Discovery and Comparison

Influence on Search Rankings: How Reviews Drive Product Visibility

Customer reviews play a crucial role in boosting product visibility on e-commerce platforms. Positive reviews can significantly impact search rankings, leading to better discoverability for budget-conscious shoppers. According to Moz, customer reviews account for 15.44% of how Google ranks local businesses, and similar algorithms apply to platforms like Amazon and eBay. For bargain shoppers, reviews that push a product higher in search results serve as a quick indicator of its quality and reliability.

Comparison Shopping: How Reviews Aid in Decision-Making

Bargain shoppers are meticulous in comparing products before making a purchase, and customer reviews are a critical part of this process. Reviews offer detailed insights into product quality, features, and value, which are often missing from product descriptions. In a 2023 iPrice Group study, 80% of Southeast Asian consumers reported that they rely on reviews to compare products in lower-priced categories. This level of comparison is crucial for budget shoppers seeking the best deal across multiple products.

Customer Insights: Discovering Product Quality, Features, and Durability

Customer reviews are especially valuable for bargain shoppers looking to understand how a product performs in real-world use. A 2022 GfK report found that 70% of consumers believe reviews are the most reliable source of information about a product’s durability and usability. Bargain shoppers use reviews to discover key product insights—such as whether a low-cost item delivers value for money or is worth upgrading.

Example: Xiaomi’s Review-Driven Success

Image Source: 9to5Google 

Xiaomi, the Chinese electronics giant, effectively uses customer reviews to boost sales of its budget smartphones. By encouraging user feedback across platforms like Amazon and Flipkart, Xiaomi not only gathers product insights but also enhances product visibility. In 2022, Xiaomi’s Redmi Note 11 became one of the best-selling smartphones in India, driven by positive reviews emphasising its affordability and quality. This review-driven approach significantly contributed to Xiaomi’s growth in emerging markets, where bargain shopping is widespread.

Impact of Negative Reviews on Bargain Products

Consumer Reactions: How Negative Reviews Deter Bargain Shoppers

Negative reviews have a heightened impact on bargain shoppers, who are often wary of taking risks with lower-cost products. 

This is more pronounced for budget-conscious buyers, as even minor criticisms can deter them from purchasing a low-cost item.

Handling Negative Reviews: Strategies for Sellers

Effectively managing negative reviews is essential for brands. Engaging with customers, offering solutions, and improving products based on feedback can help mitigate the impact of negative reviews. A BrightLocal 2023 report noted that 97% of consumers are more likely to forgive a brand that responds well to negative reviews. For bargain products, transparency and responsiveness are key to regaining trust and driving sales.

Example: Dyson’s Response to Negative Reviews

Image Source: Opinew

Despite being known for high-end products, Dyson effectively handles negative reviews for its lower-cost models, such as the V7 vacuum cleaner. After receiving complaints about battery life, Dyson introduced an extended warranty and actively responded to reviews on platforms like Amazon and Best Buy. This approach helped reverse negative perceptions, increasing the product’s rating and boosting sales by 15% over the next quarter.

The Social Proof Phenomenon in Bargain Shopping

The Role of Positive Reviews in Shaping Behaviour

Social proof is a psychological phenomenon where individuals follow the actions of others to validate their own decisions. For bargain shoppers, positive reviews act as powerful social proof, encouraging them to trust a product recommended by other shoppers. 

The Growing Impact of Visual Social Proof

As consumers seek more engaging content, video and image reviews have become increasingly important in online shopping. Platforms like Amazon and Shopee allow customers to upload visual reviews, adding another layer of authenticity. A Wyzowl 2023 report found that 79% of consumers are more likely to buy a product after watching a video review or seeing user-generated content, underscoring the growing influence of visual social proof in bargain shopping.

The Role of Review Aggregators and Influencers in Guiding Bargain Shoppers

Third-party review aggregators like Trustpilot and ResellerRatings play a crucial role in guiding bargain shoppers. These platforms consolidate reviews across multiple sites, offering a broader picture of a product’s reception. A Statista report showed that 72% of consumers consult multiple review platforms before making a purchase, particularly for budget items, as these reviews provide an extra layer of verification and comparison.

Influencers and Bargain Recommendations

Influencers have emerged as powerful drivers of product discovery, particularly for budget-conscious consumers. Platforms like Instagram and YouTube offer authentic product reviews from influencers who specialise in finding deals. 

According to Influencer Marketing Hub, 61% of consumers trust influencer recommendations, with bargain shoppers in markets like India often following influencers to discover low-cost, high-quality products.

Recent reports show that Southeast Asian consumers are more likely to purchase a product if recommended by a trusted influencer, especially in the beauty and electronics categories, where low-cost items dominate. Influencer reviews not only increase product visibility but also build credibility, particularly in price-sensitive markets.

Key Models for Pricing and Consumer Sensitivity

Here are some key models used to understand how price sensitivity affects bargain shoppers’ purchasing decisions:

• Van Westendorp Price Sensitivity Meter (PSM)
  Overview: The Van Westendorp model is a well-known method for measuring price sensitivity. It asks respondents a series of four questions designed to identify the range of prices consumers perceive as too cheap, acceptable, expensive, or too expensive.
  How it Works: By plotting the responses, a price range is determined where consumers are most likely to purchase. The intersection points provide an optimal price range, showing where demand might drop if prices go too high or too low.
  Application: Commonly used in retail, consumer goods, and pricing strategy for new products.
• Gabor-Granger Method
  Overview: This method involves asking consumers how likely they are to buy a product or service at different price points. The Gabor-Granger technique helps to estimate the demand curve for a product by identifying the optimal price that maximises revenue or sales.
  How it Works: Respondents are presented with a product and asked how likely they would be to purchase it at varying prices. This creates a price-demand curve, showing how demand changes with price increases or decreases.
  Application: Used in industries where businesses need to understand demand elasticity, such as retail, subscription services, and consumer products.
• Conjoint Analysis
  Overview: Conjoint analysis is a more advanced technique that helps businesses understand how consumers value different product attributes, including price.
  How it Works: Consumers are presented with product profiles featuring different combinations of attributes (e.g., price, brand, features), and their preferences help reveal the optimal product configuration.
  Application: Used in industries like electronics, automotive, and food to assess product preferences and pricing strategies based on attribute trade-offs.

Final Thoughts

Brands must recognise bargain shoppers are seeking discounts and a sense of value, trust, and smart shopping. By leveraging customer reviews and applying proven pricing strategies, brands can build a loyal customer base that sees value in both price and product. In an increasingly crowded market, those who master leveraging consumer feedback, social proof, and strategic pricing will be well-positioned to succeed with bargain shoppers and other price-sensitive consumers.