6 Perceived Risks That Influence Buying Decisions: Consumer Behavior

Dr. Catherine Ngahu talks about the 6 Perceived risks that influence consumer buying
decisions. The consumer decision-making process is influenced considerably by
psychological factors including motivation, perception, learning, personality, and
attitudes.Consumers must constantly make decisions regarding what products or services
to buy, and where to buy them and from who to buy.

In this video, Catherine defines perceived buying risk as the uncertainty that
consumers face when they cannot foresee the consequences of their purchase
decisions. She notes that this is even more serious when buying new products and
services and from new outlets or online stores. She talks about the influence of the
perception of psychological, financial and time risks among others.

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consumer behavior,Shopping,Perceived risk,Buying decision,