Aspect-based sentiment analysis on hair care product reviews

Nowadays, with almost everything being shared online, people are more verbal about their consumer experiences with products via reviews. Reviews can be vital for manufacturers to get insights into consumer opinions and consumers in their purchase decisions. Sentiment analysis, referring to the extraction of subjective opinions on a particular subject within a text, is a field within Natural Language Processing, that can convert this unstructured information hidden within reviews into structured information expressing public opinion. In regards to a specific product group like hair care products, certain brands are rising in the market due to their positive public opinion on particular aspects. While ecommerce websites facilitate users to view the reviews, they do not display which reviews contain which type of opinion on which aspect at a glance. This research aims to introduce an automated process that focuses on determining the polarity of online consumer reviews on different aspects of hair care products by using Aspect-based Sentiment Analysis. The system consists of processes like data gathering, pre-processing, aspect extraction and polarity detection and follows a sequential approach to achieve the intended goal. Consequently, by deciphering the aspect-wise polarity of the reviews, the implemented system demonstrates an accuracy of 85% from the test data for overall aspects, enabling consumers to get an at a glance idea about the public opinion and manufacturers to identify their strong and weak points.