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Analysis of risk and risk-reduction strategies—A multiple product case

Analysis of risk and risk-reduction strategies—A multiple product case Abstract This study investigated both the amount of risk that consumers face in a new car purchase situation and the different types of strategies that they use to reduce that risk. The findings revealed that owners of different makes of cars perceive varying amounts of risk to be associated with the purchase of a new car. However, no significant differences in the overall amounts of risk associated with the different purchase situations were found. Also it was found that different strategies for reducing the risk were utilized by the different car ownership groups. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Analysis of risk and risk-reduction strategies—A multiple product case

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References (8)

Publisher
Springer Journals
Copyright
1975 The Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02729526
Publisher site
See Article on Publisher Site

Abstract

Abstract This study investigated both the amount of risk that consumers face in a new car purchase situation and the different types of strategies that they use to reduce that risk. The findings revealed that owners of different makes of cars perceive varying amounts of risk to be associated with the purchase of a new car. However, no significant differences in the overall amounts of risk associated with the different purchase situations were found. Also it was found that different strategies for reducing the risk were utilized by the different car ownership groups.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Mar 1, 1975

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