Volume 6 Issue 12

  • -

Volume 6 Issue 12

Influence of Perceived Risk on Consumer Purchase Decision: A Comparative Study of Middle and Upper Class of Pakistan
Author Details: Zaeema Asrar-Assistant Professor-Department of Commerce-University of Karachi
Abstract:
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.
Keywords: Upper Class, Consumer Purchase Decision, Middle Class 


About Author

Dr.John Keets

Ijmsbr [ eISSN 2226-8235 ] is an Double Blind Peer reviewed open access journal having expertise in delivering high-quality and rapid publications, from online submission systems and in-depth double blind peer review to an efficient, author-friendly production process.

Current Issue

Calls For Papers- 25-Oct-2023

Impact Factors



Indexing & Citations




































Indexed In Universities

 

IJMSBR Work Licensed Under 4.0

Creative Commons Licence
Online Research Publications by Authors is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Based on a work at http://www.ijmsbr.com.
Permissions beyond the scope of this license may be available at http://www.ijmsbr.com.

500$ Subscription Fee With 10 Publications with Free Turitin Report