Organizational buyers reduce their perceptions of risk by spreading the risk to other members of the firm.

Question

Quizplus · Accepted Answer

This statement is true. Organizational buyers reduce their perception of risk by involving other members of the firm in the buying decision. This process is known as "buying center" where members of the buying center each have a specific role in the decision-making process and share the risk associated with the purchase.

Organizational Buyers Reduce Their Perceptions of Risk by Spreading the Risk