Perceived Risk Influence on Brand Made in Ghana Consumer Decision Making towards Non-Perishable Products Category

Abstract

The main purpose of this research study is to explore perceived risk influence on brand made in Ghana consumer decision making towards non-perishable products category. The study is particularly positioned to advance knowledge in the theories of buyer behaviour pertaining to the purchase consumer decision model (EKB modelEngel, Kollet, Blackwell). The key variables investigated include performance risk, financial risk, physical risk, and social risk. A sample of 206 respondents was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed by linear regression to determine significant influence of the variables involved in this study. Overall results of the perceived risk variables showed that only performance risk was found significant influence on brand made in Ghana consumer decision making towards non-perishable products category. Among the variables that are rejected with no significant influence on brand made in Ghana decisions includes financial risk, physical risk, and social risk. It is recommended that manufacturers and policy makers develop more pragmatic and practical integrated approach supported by policy document in order to sensitise minds of consumers towards brand made in Ghana.

Fluctuating Attitudes and Behaviors of Customers toward Online Shopping in Times of Emergency: The Case of Kuwait during the COVID-19 Pandemic

“…Regarding the types of risk, this study considers perceived risk, which is already a topic of research (Kim, Ferrin, and Rao 2008;Simcock, Sudbury, and Wright 2006). Perceived risk includes different types of risk, such as product, financial, non-delivery, and convenience risks (Hansen, Saridakis, and Benson 2018;Hussain et al 2017;Yeboah, Owusu-Prempeh, and Adjei 2018). We also consider the effect of severity risk and susceptibility risk of online stores on shopping behavior (Abdulkareem et al 2020;Casanova et al 2020;Von Ah et al 2004).…”