Performance Measurement on Needs Recognition, Alternative Evaluation, and Choice

Pick a major product or service that you recently purchased. As you were proceeding through the steps of the consumer decision-making process, what role did the various types of risk play in your ultimate decision regarding the product or service? For instance, if you recently purchased a new automobile or big-screen television, what were the financial, social, performance, physical, and time risks that you considered?

In your initial post, complete the following tasks:

Review the materials on the instructional resources (Chapters 11, 12, and 13) and lecture presentation pages.
Think back to a major product or service that you recently purchased. What could the provider of that product or service do with its marketing strategy to reduce that level of risk and increase your level of satisfaction? Provide a summary of the item that you purchased and the role that each of these risks played in your decision-making process.

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