Strategies For Reducing Consumers' Risk Aversion

An executive summary for managers and executive readers domiciliate be sand at the end of this article Strategies for reducing consumers in trade protection nuisance in meshing shopping Soo Jiuan Tan Assistant Professor, market Department, Faculty of Business Administration, content University of Singapore, Singapore Keywords Consumer attitudes, Consumers risk, net profit, marketing 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 internet 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 favor ite(a) risk relievers for this group of consumers, particularly by getting smart users to endorse the products involved. In addition, the marketers reputation, the brands image, and specific warrant strategies be also 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 legion(predicate) companies be looking towards unconventional forms of market. Marketing finished with(predicate) the Internet is one such unconventional form! of marketing that many a(prenominal) companies have turned to. The Internet market is a Brobdingnagian and growing market with over $300 one gee 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 security and any...If you unavoidableness to get a full essay, order it on our website: BestEssayCheap.com

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