Perceİved Rİsk In Purchase Decision Process In The X And Generation Y: A Study On The Furniture Sector
X ve Y Kuşaklarında Satın Alma Karar Sürecinde Algılanan Risk: Mobilya Sektörüne Yönelik Bir Araştırma

Author : Mehmet KARA -& Sema DALKILIÇ
Number of pages : 742-753

Abstract

Individuals perceive stimuli from the outside world with five sensory organs and develop attitudes and behavior after cognitive processes. The behaviors of the consumers are different from individual to individual, as well as the uncertainty and risk of being situational. Perceived risks and impact ratings play a significant role in the procurement decision phase. It is important for marketers to identify these differences and risks. It has become a requirement to identify and minimize the perceived risks associated with goods and services to understand consumer behavior, to provide customer satisfaction through marketing efforts, and to establish long-term good relationships. In this study, the perceived risk dimensions and consumers' differences according to the generations they are involved in are examined.

Keywords

X-Y Generations, Perceived Risk, Furniture Sector

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