HCBE Faculty Articles

Title

Consumer Evaluation of Perceived Risks for Goods and Services

Document Type

Article

Date

1995

Publication Title

South African Journal of Business Management

ISSN or ISBN

2078-5585

Volume

26

Issue

3

First Page

81

Last Page

89

Description

Perceived risk is known to be an important determinant of consumer behaviour. However, prior research has focussed on goods rather than services. The purpose of this exploratory research was to identify any differences between goods and services in terms of perceived risk and risk reduction strategies.

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