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

Volume 2, Issue 3
  • ISSN : 1015-8812
  • E-ISSN: 2222-3436



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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