1.

0 INTRODUCTION

Imagine you are planning to shop online, but you have no idea about how
good the quality of the product that you are planning to buy and how original or
authentic the product is in the first place. As the virtual shop is far away from your
location, thus making it impossible for you to drive to the shop to see the product
with your own eyes and hands, but with the advance of technology nowadays, most
of the products are sold online, even the products that you hardly get at nearby shop
or rare in the market. By just clicking your computer while sitting comfortly in your
home, you can now buy anything from everywhere around the world. But again, the
issue about how good the quality of the product, would definitely be one of the most
important matter that the online shopper faced. People would want a product that
worth every single cents they spent.

The emerging of e-commerce and online websites not only impacted the sales
of products of a company. But it also gave good promotions if the product reviews
are good and hel to place the brand in consumer’s mind. Product reviews are very
important in an online store’s marketing and in branding it. It helps to built trust,
boast confidence and create loyalty among buyers and this help to set the product
apart and special from others.

1.1 The Importance of Product Review

Product review or customer review is a review or comment of a product or

service made by customer who has used or purchased the product or service.
Online customer’s reviews or product reviews are usually a form of customer’s
feedback on e-commerce or online shopping websites that give an insight of the
product or service. Online product reviews are important because it can be access
quickly and has wide range of coverage all over the world. Besides, it help to give
good or bad feedback on the products being listed online. It gives the customers an
opportunity to give feedback, or rating or comments on the products they bought. At
the other hand, their feedback can be seen by other customers and give guidance
for them about the related product. Besides the direct product review on the website,
they are also some people who would do product review at their own blog or
webpage or any social media platform such as Facebook, Instagram and Twitter.
But it is more like a longer version of the product review and based solely on the
writer’s experience with the product. This also help other new customer to get an
insight about the product that they will be purchasing.

In a study done on product review, 90% of consumers will read online product
reviews before they visit a website or online store to purchase the product. From this
number, 88% of them trust the product review as if it is personal recommendations
from a fiend although they did not know the other hand of the customer. Almost 31%
of them are likely to buy a product or spend their money on a product with excellent
reviews (mostly 4 to 5 stars rating). 72% of them said that they would trust a
business more based on positive reviews they saw and take action after reading the
positive review. But in other hand, 86% of people will hesitate to purchase if the
reviews are negative.

For this assignment, we will see how the product review of a product in one of
the best e-commerce platform in the world – the Amazon.com has impacted the
product’s sales and reputation.

1.2 Amazon.com

Amazon.com, Inc, is an American company that focuses on e-commerce,

cloud computing, digital streaming, and artificial intelligence. It is the world’s largest
e-commerce marketplace as measured by market capitalization and revenue.
Amazon was founded by Jeff Bezos on July 5, 1995 and initially it started as an
online marketplace for books, but later they expanded to sell electronics, video
games, furniture, software, toys, food, and jewelry. Amazon.com’s product lines
include online media such as book, DVDs, music CDs) and wide range of products
such as baby product, beauty products, gourmet food, groceries, sporting goods,
toys and games, and many more. It has separate retail website for some countries
and offer international shipping to other countries. It has a good distribution network
and facilities consisting of crossdock centres, fullfillment centers, sortation, delivery
statations, prime hub, all under their warehouse system to store the goods and
distribute them all over the world. It has good server capacity for its website and the
domain amazon.com attracted at least 615 million visitors annually by 2008.
One of the most important aspect that help Amazon to maintain its business is
their product reviews on the web page of each product. It allows the users to submit
their feedback on the product and rate them based on the rating scale up to 5 stars.
Customers may comment, rate, or vote on the review as well and this has make
Amazon as being the largest single source of consumer review on the Internet in
2010.

1.3 TOMOUNT 8 Person Tent

The availability of the product review on Amazon.com has help put the
TOMOUNT 8 Person Tent in a good ranking position at Amazon marketplace
(ranked #15 in Camping Tent category).

As you can see by

the ratings on the right
image, this product has
received 4.6 out of 5 star
rating by customer reviews
on the website (based on
338 customer ratings). This
is 71% from overall
customer ratings. It also
received 20% at 4 star
ratings and only 2% to 5% at 1 to 3 star ratings. This mean that majority of the
buyers of this product were satisfied with it quality and functions. We will look into
more details of the product on the next chapter.

2.0 PRODUCT

2.1 Product Image

This is the TOMOUNT 8 Person tent in green color. Normal price is $189.99
but now they have promotion price at $149.99. As you can see, this is quite a huge
tent but it is still nice looking a look very comfortable for a big family to stay in
together.

2.2 Product Description or Features

TOMOUNT 8 Person Tent is a professional waterproof and windprood

camping tent that comes with solid and portable carry bag, easy and quick to setup,
and has double layer and 5 large mesh or windows for ventilation. Basically, it is
well known as the best family tent that customer can find at Amazon.com.
TOMOUNT 8 Person Tent can fit up to 3 queen size mattresses or 8 individual
sleeping bags that are very roomy for 8 adults at a time. It is very ideal for as family
tent for camping or outdoor travelling. Other features are as below:

2.2.1 Spacious for 8 Person

TOMOUNT aware of the need to innovate in

order to stay ahead of the competitors. This is
because consumer needs and wants change
continuously. As a product that has many
competitors in the market, TOMOUNT 8 Person
Tent has successfully placed themselves in the
market as a product with innovation and creativity to
fit up to 8 person at a time. As we know, most of the
normal ordinary tent would only fit 2 to 4 person at a
time, and has limited space and height, but with
TOMOUNT, a big family can stay together under 1
tent and for family with small kids, this is a very good
product since the parents can stay together with
their kids under same tent.

2.2.2 Easy to Set Up and Smooth Zip

TOMOUNT fulfil the consumer needs by making it product as easy to set up

and has smooth zip that help the consumer to bulit a perfect tent through easy and
simple steps in only 10 minutes. With the smooth and sturdy zippers being installed
in the TOMOUNT tent, the consumer can get a smooth zipping, thus making it
convenient to get in and out of the tent. It also has the 2-way zippers and never
stuck as it uses high quality zippers. This is one of the important aspect that buyer
seeks before purchasing any tent especially parents with small kids as most of the
products in the market are lacking in providing good zip in their products. Kids tend
to be playful and exited when going for camping, thus offering a good quality zip is
among the best features that this product can offer to grab the attention of buyers.

2.2.3 Professional Waterproof and Windproof

To be competitive and making sure the durability

of their product, TOMOUNT tent is both waterproof and
windproof by professional testing. As they expect both
weather will struck during user’s time, they make sure
the material used and the frame is strong enough to
keep the tent up at over 4,000 mm waterproof index. It
keeps the tent stay dry inside even with heavy rain. It is
also engineered to face strong wind with ist wind-
responsive frame and redesigned poles, thus making it
more stable in windy and rainy weather.

2.2.4 Ventilation, Light Weight and Compartment

The TOMOUNT tent has large door and 5 mesh

windows and mesh tent top that make the user to be able
to gaze at the Milky Way during night time. These mesh
openings allow optimal airflow and give fresh ventilation
to the users. It also has compartment and divider where
users can set it up to have more privacy in the tent. It is
also very light weight and portable with a carry bag, thus
making it very ideal for outdoor camping, hiking, fishing,
and many other outdoor activities even at your home
yard.

2.2.5 Electrical Access Port

One of the speciality of

TOMOUNT tent is that it is equipped
with the electrical access port that let
the user to run a cord from their device
in the tent to an outside power source.
The interior gear pockets is also
designed to help user to keep things
organized. Another important aspect of
this TOMOUNT tent is that they
provide 24/7 dedicated customer
support, thus making it easier and
convenient for the user to contact
them when having problem using this tent. Users can sit back and relax and enjoy
their camping time.

2.3 Pro or Benefits of It

TOMOUNT 8 Person Tent has offered a lot of benefits as mentioned in the

product features before, but here are some top benefits such as below:

i. Large tent that can fit up to 8 adults – this give a good space and leave
a memorable experience for a family with kids to stay together in a tent or
even for a group of friends that go camping together as they can spend
time together in that large tent, having chit chat or playing card games
together during night. It reduces the individualistic component when
having recreational activities like those entire conventional tent used to be.

ii. Small packaging, lightweight and easy to assemble – the packaging of

it is small (about 3 ft long) and it is very lightweight (18 pound of weight)
and most importantly, it is very easy to assemble within 10 minutes. This
is also very important benefit that a tent must have since users would
definitely seek for a large tent but with small packaging to carry it. Users
can put it in their car’s bonnet and place other things for their camping
outing. Easy assembling also has been the benefit of this tent, as users
only need to use 1 to 2 people to assemble it within 10 minutes of time.

iii. Ventilation and nice compartment – another benefits of TOMOUNT tent

has is the way they design this tent has make the airy ventilation of the
tent and thus making the users feel comfortable and fresh throughout the
camping experience. As we know, during camping activities, we have to
leave behind all our comfort air conditioning or fans and comfort mattress
at home. But with TOMOUNT tent, users still can experience the best and
cooling environment and not stuffy air like those old days. Having it to fit 8
adults per time, it is very crucial for this tent to be able to stay airy and
fresh throughout the time.

2.4 Cons or Downside of it

Even with the good reviews and benefits of using TOMOUNT 8 Person Tent,
there are also the downside of this product such as below:

i. High Price – TOMOUNT 8 Person Tent is priced at $189.99 per unit (only
now with the special promotion it is priced at $149.99 per unit). This is
quite expansive as compared to other tents in the market. However, it is
considered within the range as there are other substitutes tent with even
higher price than that.

ii. Product Diversification – TOMOUNT 8 Person only come with 2 colors ,

green and blue and not so much of some other plug in items that can use
with it.

3.0 ALTERNATIVE PRODUCTS

There are hundreds or thousands of other alternative tents in the market, but
focusing more on the larger tent as comparison to TOMOUNT 8 Person Tent (tent
that can fit around 8 to 10 person at a time), there are several other alternative
products that buyer can find and buy through Amazon.com. The products are as
below:

Products Description

CORE 9 Person Instant Cabin Tent – 14’ x 9’

Price : $219.99 - $294.94

CORE 10 Person Straight Wall Cabin Tent

Price : $189.99

COLEMAN Tent for Camping / MONTANA Tent

with Easy Setup

Price : $115.00 - $306.77

CORE 9 Person Extended Dome Tent

Price : $129.99 – 152.

COLEMAN 8 Person Tent for Camping / Red

Canyon Car Camping Tent

Price : $111.04 - $253.84

Majority of people would go for a product with cheaper price but good quality.
But there are some who would not mind to pay higher as they believe a more
expansive product means a better quality products. Therefore, I reviewed some of
these product’s reviews by using the screening map to identify the feasibility of other
alternative prodicts in the market. Below is the screening map that I have
constructed:
Overall Star
Ra5ng
5 TOMOUNT 8 Person Tent
4
3
CORE 9 Person Instant Cabin
Easy to 2 Tent
Weatherproof
Assemble 1
CORE 10 Person Straight Wall
0
Cabin

COLEMAN Elite Montana

Water CORE 9 Person Extended

Light Weight
Resistance Dome Tent

As we can see, most of the alternative products to TOMOUNT tent has almost
the same features and ratings based on the customer’s rating chart. Thus it is from
the product reviews or the testimonials that would differ one product from another
because the reviews are the real life experience and feedbacks from the buyers of
the products. It gives the best view of the qualitative view of the products.

4.0 ONLINE REVIEW

The online reviews for TOMOUNT 8 Person Tent are quite amazing. This
product received a total of 329 customer reviews and 338 customer ratings at
Amazon.com. A lot of positive reviews from the buyers and users of this tent being
uploaded in the customer feedback or product review part and most of them giving
good feedbacks inline with the good features that this product offered. They even
shared the photos of the product after they received and installed it at home. Among
the best reviews are as below:

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5.0 RECOMMENDATION
TOMOUNT is a good product at the moment but to be able to have
competitive advantage throught the lifetime, they would need to always innovate and
invent in this product such as putting in more small but simple features in the tent
(small pockets, usb power charger line, external battery for charging, and many
more). They also can create more other items that can be used together with this
product and can be sell separately as a complimentary to this product. Other than
that, they also can produce other colors to make more varieties for the buyers such
as orange color or grey color.

But overall, this product has so far offered the best features in the market
place and I would definitely recommend people to buy this product or at least have a
look at best features that this product has to offers. In fact, I myself feel like ordering
and buying 1 unit of this product from Amazon.com because the biggest tent I can
find in Malaysian market so far is from the Decathlon, priced at around RM499 to
RM599 per unit (but can only accommodate 4 to 5 people). This TOMOUNT 8
People Tent is the best tent that wins my heart so far.

6.0 CONCLUSION
As a conclusion, we can see that there are a lot of similar products in the
market and industries are competing with each other to create a more attractive
product to offer to the buyers. Good reviews of the products are very important in
online marketing. But after all, whatever product that offers the best features with
good price win the heart and eyes and mind of the customers. As for the company,
they must keep inventing new things or better features and offer them as quickly as
possible as this products will definitely be sold in the market if it has good reviews.
Marketing the product on online platform is like fishing in the open sea, there are
plenty of fish that will definitely eat our bait one day.

7.0 REFERENCES

1. https://amzn.to/32Qa42V

2. https://en.wikipedia.org/wiki/Amazon_(company)

3. https://www.invespcro.com/blog/the-importance-of-online-customer-reviews-
infographic/

4. https://campingvalley.com/best-family-tents-for-bad-weather/

5. https://www.bestreviews.guide/camping-tent

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