Strategies For Reducing Consumers' Risk Aversion

An executive summary for managers and executive readers domiciliate be rachis at the end of this article Strategies for reducing consumers find abhorrence in meshing shopping Soo Jiuan Tan Assistant Professor, merchandise Department, Faculty of Business Administration, content University of Singapore, Singapore Keywords Consumer attitudes, Consumers risk, net profit, merchandise strategy, Perception, Shopping Abstract Using data-based design and joint analysis, this paper studies the risk perception of Singaporean consumers on net income shopping, and tests the effectiveness of several risk-reducing strategies that network marketers could physical exercise in promoting online shopping among consumers. The results show that Singaporean consumers with a higher(prenominal) degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could hope on exploitation reference group appeal as the most preferable risk relievers for this group of consumers, particularly by getting serious users to endorse the products involved. In addition, the marketers reputation, the brands image, and specific warrant strategies be excessively effective risk relievers for the potential Internet shoppers.

Increased globalization Introduction The increased globalization of the world economies has created some opportunities for marketers. At the same time, this has also intensified competition among businesses so that many a(prenominal) companies be looking towards unconventional forms of market. Marketing by with(predicate) the Interne t is one such unconventional form of marketi! ng that many companies have turned to. The Internet market is a broad and growing market with over $300 one m million worth of goods sold in 1995 (Boisseau, 1995). While many businesses are rapidly adopting the Internet as the means through which they can efficiently and economically conduct their marketing activities, in that respect are many risks associated with its use. For example, the Internet has very little warranter and any...If you unavoidableness to get a full essay, order it on our website: OrderCustomPaper.com

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