oa South African Journal of Economic and Management Sciences - Risk relievers in mail-order catalogue retailing: the case of the high frequency purchaser of low-involvement products
|Article Title||Risk relievers in mail-order catalogue retailing: the case of the high frequency purchaser of low-involvement products|
|© Publisher:||University of Pretoria|
|Journal||South African Journal of Economic and Management Sciences|
|Affiliations||1 *University of Stellenbosch **Department of Business Management, University of Port Elizabeth|
|Publication Date||Sep 1999|
|Pages||358 - 373|
|Keyword(s)||Advice, Brand loyalty, Business, Consumers, Endorsement, Government institutions, JEL, Low-involvement products, M 31, Mail-order catalogues, Marketing, Money-back guarantees, Pricing, Products, Reputation, Retail shops, Retailing, Risk perception, Risk relievers, Sales, Samples and Testing|
ISI Social Science
This article reports on the identification of how various risk relievers, available to consumers and mail-order catalogue organisations, influence general risk perception. Consumers who have purchased low-involvement products on a number of occasions by mail-order constitute the sample. The findings are that two of the major risk relievers significantly reduce, whilst another one increases, the general risk perceptions of mail-order customers when buying low-involvement goods. These findings are important to mail-order catalogue managers because they confirm that a variety of risk relievers need to be offered to ensure that perceived risks are properly addressed.
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