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首页> 外文期刊>International Journal of Business and Management >Perceived Risk Influence on Brand Made in Ghana Consumer Decision Making towards Non-Perishable Products Category
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Perceived Risk Influence on Brand Made in Ghana Consumer Decision Making towards Non-Perishable Products Category

机译：感知风险对加纳制造的品牌的影响消费者对非易腐产品类别的决策

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The main purpose of this research study is to explore perceived risk influence on brand made in Ghana consumer decision making towards non-perishable products category. The study is particularly positioned to advance knowledge in the theories of buyer behaviour pertaining to the purchase consumer decision model (EKB model – Engel, Kollet, Blackwell). The key variables investigated include performance risk, financial risk, physical risk, and social risk. A sample of 206 respondents was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed by linear regression to determine significant influence of the variables involved in this study. Overall results of the perceived risk variables showed that only performance risk was found significant influence on brand made in Ghana consumer decision making towards non-perishable products category. Among the variables that are rejected with no significant influence on brand made in Ghana decisions includes financial risk, physical risk, and social risk. It is recommended that manufacturers and policy makers develop more pragmatic and practical integrated approach supported by policy document in order to sensitise minds of consumers towards brand made in Ghana.
机译：这项研究的主要目的是探讨在加纳消费者做出的不易腐烂产品类别决策中，品牌感知的风险影响。该研究特别适合于增进与购买消费者决策模型（EKB模型– Engel，Kollet，Blackwell）有关的买方行为理论的知识。调查的关键变量包括绩效风险，财务风险，物理风险和社会风险。使用方便的选择方法雇用了206名受访者作为样本。一个自我完成的5点Likert结构问卷调查是所使用的数据收集工具。对收集的数据进行计算和线性回归分析，以确定本研究涉及的变量的重大影响。感知到的风险变量的总体结果表明，在加纳消费者对不易腐烂产品类别的决策中，仅发现性能风险对品牌产生了重大影响。在加纳决策中对品牌没有重大影响而被拒绝的变量包括财务风险，自然风险和社会风险。建议制造商和政策制定者在政策文件的支持下开发更加务实和实用的整合方法，以使消费者的意识对加纳制造的品牌敏感。

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