Online ratings and reviews play a crucial role in shaping consumer decision-making in the digital marketplace, especially within India’s rapidly growing consumer durable sector. This study adopts a perceptual mapping approach to understand how consumers interpret and differentiate product feedback across major categories such as electronics, home appliances, and personal devices. By collecting and organising data from leading e-commerce platforms, the study identifies key perceptual dimension’s reliability, performance, price–value orientation, service experience, and brand trust that influence how consumers engage with online reviews. Using multidimensional scaling and feature-based perceptual mapping techniques, the study visualises the perceived similarities and differences among product attributes and brands based on review content and rating behaviour. The results reveal underlying structures within online feedback, distinguishing functional attributes like durability and efficiency from experiential aspects such as service quality and usability. Highly rated products tend to cluster around positive attributes, while lower-rated ones are linked to issues such as frequent repairs, poor support, or usability concerns. The study further shows that consumer sentiment varies across product categories, shaping brand positioning within the perceptual space. The research deepens the understanding of digital consumer behaviour and offers valuable insights for marketers, designers, and online retailers to refine product strategies and improve customer engagement.