Indian Journal of Research and Development Systems in Technologization (IJRDST)

ISSN: 2584-2579 (Online)

SENTIMENT ANALYSIS FOR CONSUMER BEHAVIOR PREDICTION

Author(s)

Sivakumar, R.D.* and Brindha, S. **

* Assistant Professor, Department of Computer Science, Bell Institute, Sivakasi West. 

** Former Assistant Professor of Business Administration, Sivakasi

Abstract

Sentiment analysis has proven to be an indispensable tool in consumer behavior analysis, and it is utilized for predicting people's actions and choice based on the given sentiments. This article investigates a blend of sentiment analysis technique with conventional consumer behavior analytic approaches that expands prognostic ability. Commencing with a general introduction which covers the basic concepts of sentiment analysis such as what it is, how it is done, and where it is applied, the paper brings to the limelight how the study of what customers feel is crucial during this digital era. Sentiment Analysis is a type of text analytics which is being employed to make sense of data from website, social media, product reviews, feedback surveys, and many more companies have started to use the tool to improve on their consumer targeting strategies. The paper deliberates on a wide variety of sentiment analysis approaches, ranging from lexicon based techniques to advanced machine learning and deep learning models, whereby these applications are highlighted as being useful in the extendibility of sentiments and emotions. Sentiment analysis is also examined, with a focus on analyzing trends across different industries including retail, hospitality, finance, and healthcare. The paper looks into the effect of sentiment analysis on business performance over a period of time and how this leads to market outcomes. As well, the paper tackles ethical concerns with sentiment mining, including privacy worries and discrimination, stressing out transparency and responsible data usage through consumer data. Consumers’ sentiment and behavior are getting filtered with sentiment analysis and it provides the businesses the measurable data and actionable insights which in turn improves the decision-making abilities, personalized marketing approach, and customer satisfaction and loyalty. This article aims at covering the area of consumer behavior analysis which emphasizes the place of emotional analysis in consumer sentiment deciphering and ensuing individual choice prediction.

Keywords : Sentiment analysis, Consumer behavior, Prediction, Lexicon-based approach, Machine learning, Deep learning, Social media, Product reviews, Marketing strategies, Data integration, Big data analytics, Digital marketing and Brand loyalty.

Volume : 1

Issue : 2

Pages : 40 - 48

Date of Publication : April 2024

DOI

Published By

IJRDST

Published In

Indian Journal of Research and Development Systems in Technologization

(IJRDST)