Influence of Perceived Risk on Consumer Purchase Decision: A Comparative Study of Middle and Upper Class of Pakistan


Zaeema Asrar Mohiuddin ,

Download Full PDF Pages: 01-05 | Views: 1410 | Downloads: 478 | DOI: 10.5281/zenodo.3473857

Volume 6 - December 2017 (12)


Risk or uncertainty halts any type of decision, especially when it is perceived. It is a common and rational behavior of any human being to divert his decision when a risk is involved in the way of any business or chore. The study in the context has been taken to investigate the extent of diversion of consumer’s purchase decision when a risk has been perceived. For the purpose, we have questioned 50 respondents from Middle and Upper-class respondents. It has been found that female from both the classes divert their decision in case of a perceived risk while male respondents from Upper class do not change their purchase list while a male from the Middle Class cut their list. In all, we can say that risk curtails the consumers’ purchase decision no matter the purchase is from Upper Class or represent the Middle class of the country. 


Upper Class, Consumer Purchase Decision, Middle Class  


                    i.            Bauer R.A. (1960): Consumer Behavior as Risk Taking. In: Dynamic Marketing for a Changing World. Ed. R.S. Hancock. Proceedings of the 43rd Conference of the American Marketing Association, Chicago, pp. 389-398.

                  ii.            Brehmer B. (1994): Some Notes on Psychological Research Related to Risk. In:Future Risk and Risk Management. Eds. B. Brechmer, N.E. Sahlin. Kluwer Academie Publishers, Dordrecht, p. 79 and n.

                iii.            Cox D.F. (1967a): Introduction. In:Risk Taking and Information Handling in Consumer Behaviour. Ed. D.F. Cox. Harvard University Press, Boston, p. 15.

                 iv.            Cox D.F. (1967b): Risk Handling in Consumer Behavior – an Intensive Study of Two Cases. Risk Taking and Information Handling in Consumer Behaviour. Ed. D.F. Cox. Harvard University Press, Boston, pp. 36-38.

                   v.            Cunningham S.M. (1967): The Major Dimensions of Perceived Risk. In:Risk Taking and Information Handling in Consumer Behavior.Ed.D.F.Cox. Harvard University Press, Boston, pp. 82-83.

                 vi.            Garbarski L. (1998): Zachowania nabywców. PWE, Warszawa, p. 49.

       vii.       Grzegorz Maciejewski (2012) Perceived Risk Purchasing Decisions of The Polish Consumers – Model-Based Approach. Journal of Economics and management, Volume 8,2012

             viii.            Kędzior Z., Karcz K. (1998): Modele zachowńgospodarstw domowych i przedsibiorstw (lata 2000-2010). CBiE AE w Katowicach, Katowice, p. 228.

                 ix.            Kiżel E. (ed.), 2004: Racjonalnośćkonsumpcji i zachowańkonsumentów. PWE, Warszawa, p.17.

                   x.            Kontrowersje wokółmarketingu w Polsce. Niepewnośći zaufanie a zachowania nabywców (2009). Eds. L. Garbarski, J. Tkaczyk. Wydawnictwa Akademickie i Profesjonalne, Warszawa.

                 xi.            Maciejewski G. (2009): Polski konsument – ryzykant czy asekurant? In: Konsument – Gospodarstwo domowe – Rynek. Polska – Europa. Eds. Z. Kędzior, M. Jaciow. AE, Katowice, pp. 122-123.

               xii.            MaciejewskG. (2010): Ryzyko w decyzjach nabywczych konsumentów. Wydawnictwo Uniwersytetu Ekonomicznego, Katowice.

             xiii.            Mazurek-Łopacińska K. (2003): Zachowania nabywców i ichkonsekwencje marketingowe. PWE, Warszawa, pp. 132-133.


             xiv.            Mitchell V.W. (1998): Consumer Perceived Risk: Conceptualizations and Models. “European Journal of Marketing”, No. 33 (1/2), p. 167. 

Cite this Article: