Response to the following question:
This question asked students to note that risks/risk perceptions negatively affect buyers' decisions. Therefore, a good answer should have noted that marketers need to identify the source of the risk, in order to develop strategies to minimise those perceptions. Marketers can reduce outcome risk, for example, by offering warranties, trial offers, after-sales services, etc. Consequent risk can be reduced by making more reliable products and establishing a strong brand reputation through high quality production.