A company operating in the business market may find it useful to segment possible customers based on their level of risk aversion.

Question

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Different customers have different levels of risk aversion. Thus, segmenting customers based on their risk aversion can help companies design appropriate marketing strategies for each segment. For example, customers with a high level of risk aversion may prefer products with high quality and reliability, whereas customers who are willing to take risks may be interested in exploring new and innovative products.

A Company Operating in the Business Market May Find It