Why do customers modify or even postpone a buying decision?

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While a customer’s decision to amend or cancel a buying decision is influenced by a number of factors, one of the main factors is the customer’s perceived risk. According to Kotler et al (2009), consumers may perceive many types of risk in buying and consuming a product. For example: Functional risk: The customer may feel that the product will not perform up to his/her expectations. This feeling reduces the importance of buying the product to insignificance. Physical risk: Physical risk is another important factor to consider. A customer may avoid […]