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.
|Original language||English (US)|
|Number of pages||13|
|Journal||Journal of the Academy of Marketing Science|
|State||Published - Mar 1975|
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics