Strategies For Reducing Consumers' Risk Aversion

An executive summary for managers and executive readers domiciliate be prime at the end of this article Strategies for reducing consumers find villainy in meshing shopping Soo Jiuan Tan Assistant Professor, trade 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 conjoined analysis, this paper studies the risk perception of Singaporean consumers on cyberspace shopping, and tests the effectiveness of several risk-reducing strategies that net income 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 utilize reference group appeal as the most preferred risk rel ievers for this group of consumers, particularly by getting able users to endorse the products involved. In addition, the marketers reputation, the brands image, and specific warrant strategies be too effective risk relievers for the potential Internet shoppers.

Increased globalisation 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 galore(postnominal) companies be looking towards unconventional forms of market. Marketing through and through with(predicate) the Internet is one such unc onventional form of marketing that many an(! prenominal) companies have turned to. The Internet market is a enormous and growing market with over $300 one special K 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, there are many risks associated with its use. For example, the Internet has very little gage and any...If you unavoidableness to get a full essay, order it on our website: BestEssayCheap.com

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