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- Title
RYZYKO JAKO DETERMINANTA ZACHOWAŃ ZAKUPOWYCH KONSUMENTÓW.
- Authors
MACIEJEWSKI, GRZEGORZ
- Abstract
In the article, the selected aspects of the recent research over the importance of risk in consumer behaviour have been presented. In the theoretical part, risk as a determinant of consumer behaviour has been presented, being assigned to a group of subjective factors. A specific character of risk as a determinant of purchasing behaviour has been pointed out, which emphasizes an important role it plays in the consumer decision-making process on condition that it is perceived by them. In the empirical part, risk was presented against factors determining purchasing behaviour on three selected markets: food, household appliances and travel services. As the results of the conducted research showed, risk can be classified as one of the major determinant of consumer purchasing behaviour on all of the researched markets. On the food market risk is taken into account by almost half of consumers, on the travel services market by almost 60% and on household appliances markets by over 60% of the consumers. Most important factors influencing the size of the perceived risk of a poor purchase include on the first place: novelty for consumer (lack of previous experience in purchasing of this type of product), form of purchase (traditional shop versus Internet, telephone), doing shopping in a hurry and too intensive praising of a product by a salesperson.
- Subjects
CONSUMER behavior; FOOD industry; HOUSEHOLD appliances industry; TRAVEL; CONSUMER goods; CONSUMER preferences
- Publication
Studia i Materialy Polskiego Stowarzyszenia Zarzadzania Wiedza / Studies & Proceedings Polish Association for Knowledge Management, 2011, Issue 52, p85
- ISSN
1732-324X
- Publication type
Article