This case study delves into consumer behavior within the cryptocurrency market, examining the micro and macro dimensions influencing purchasing decisions. It applies the perceived risk theory to analyze various risks associated with cryptocurrencies, such as market volatility, money laundering, and investment scams. The study outlines the consumer buying process in the context of cryptocurrencies, from awareness to post-purchase behavior, and discusses risk mitigation strategies like estimating trade size, determining transaction profitability, and position sizing. It critically evaluates the effectiveness of each risk identified, including standard situations, credit risks, legal risks, and profit risks. The document provides a detailed analysis of how consumers can navigate the complexities and potential pitfalls of the cryptocurrency market. Desklib offers a range of solved assignments and past papers for students.