Perceived risk level on purchase decision making within product specific factors: a comparison between apparel retailers and customers

The purpose of this study was to compare levels of perceived risk between apparel retail buyers and customers to make a purchase decision of women's pantsuit within product specific criteria. The comparison of product risk was identified as product category risk (PCR), product specific risk (PSR), and acceptable risk to want to buy (AR), acceptable risk to need more information (ARI). In this study, the second stage of decision making process, information search and alternative evaluation, was focused on. Structured-in-Person interview is used for retailers, and shopping mall survey was used for customers. T -test was used to compare peR, PSR, AR and ARI upon decision making tasks with twenty four hypothetical situations. Manaova was used for analyzing the influence of decision factors: (a) four designs; (b) six information. There were no difference with: (a) PSR, (b) ARI, (c) the interaction effect of PSR with decision, (d) the interaction effect of brand, (e) the importance of decision criteria, and (f) the choice of best design and best information card. There were difference with: (a) PCR, (b) AR, (c) decision frequency, (d) the interaction effect of PSR with design and information card, (e) the information source, (f) the choice of best item, and (g) the decision rule.