Analysing Consumer Behaviour: Risk Perception at Appliances Online

This report delves into consumer behaviour, particularly focusing on risk perception, within the context of Appliances Online, a leading e-commerce company in Australia. It highlights findings related to how the addition of risk prospects can influence consumer valuation of products and services. The report suggests that consumers may perceive higher risks as less likely to occur than lower risks. Recommendations for Appliances Online include focusing on energy efficiency ratings, leveraging positive word-of-mouth, and ensuring the e-commerce site remains user-friendly. The analysis draws upon academic research to provide practical insights for the company's marketing and business strategies. Desklib offers a variety of solved assignments and study resources to aid students in their academic pursuits.

CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note

Findings
• Addition of risk prospects having similar valency to existent risk
option leads to the decrease in the value of the existent risky option in
the matters pertaining to the products and services offered by the
organisation.

Findings contd.
• The normative value of the danger is perceived to be on the decline by
the concerned consumer of the product due to the fact that there is
existent within the scope of the product other factors that deal with
lesser degrees of danger.
• The consumers perceive the highly dangerous matters that might be
associated with the product or service are less likely to occur than the
matters that pertain to the lower amounts of the risks of the products or
services.

Appliances Online
• One of the leading e-commerce companies of Australia
• Founded in the year 2005
• One of the first retail companies in the country to have been dealing
with the sale of the products on an online platform.
• The online retail company is known to be a part of the very old
business organisation, Winning Appliances, functional in the
concerned market for the past 108 years.

Recommendations
• The concerned company is advised to look into the matters that deal
with the various appliances that deal with the energy efficiency ratings
of the various appliances that are marketed by the concerned company.
• The companies might also be advised to look into the matters that deal
with the application of the positive word of mouth of the concerned
companies.
• The company might further be advised to look into the fact that the
concerned e-commerce site is consumer friendly in nature and displays
features that are easy to understand on the part of the concerned
potential as well as existent buyers of the company.

References
Khan, U., & Kupor, D. M. (2016). Risk (mis) perception: when greater risk reduces
risk valuation. Journal of Consumer Research, 43(5), 769-786.