As with final consumers, perceived risk affects the purchase process for organizational goods.

Question

Quizplus · Accepted Answer

Both final consumers and organizations perceive risk in the purchase process, influencing their decision-making and potentially affecting their choice of products or suppliers. This perceived risk can be financial, functional, social, psychological, or physical, and it impacts how both groups evaluate and decide on purchases.

As with Final Consumers, Perceived Risk Affects the Purchase Process