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The Perceived Risk and The Consumer Decision-Making Process - A Study on Credit Card Holders
Kristianstad University College, Department of Business Administration.
Kristianstad University College, Department of Business Administration.
Kristianstad University College, Department of Business Administration.
2006 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

The market changing of the credit card segment has driven many credit card providers

reconstructing their business models and set up strategies in order to attract and retain

customers. This leads to an idea of studying the underlying factors behind the consumers’

decision-making of using credit cards. After examining different Consumer Decision-Making

theories and their influential factors, we find that the perceived risk is not included as an

influential factor in the Consumer Decision Process (CDP). The perceived risks such as

financial, psychological, social and performance are not regarded in the existing CDP theories,

which we believe is important in the case of credit card usage. Therefore, the aim of this

study is to investigate if the perceived risk occurs in the CDP. Our study is focusing on the

existing credit card holders in Sweden.

Eight hypotheses are designed to test in which stage of the CDP, the perceived risk occurs

and whether it affects the consumers’ decision-making concerning with credit cards usage.

Although our result cannot be generalized, because of the size of the chosen population is

too small, we do find some indication of the perceived risk actually affects the CDP, especially

in the first stage of the Decision-Making Process.

Keywords: Consumer Decision Process, Perceived Risk, Credit Cards

Place, publisher, year, edition, pages
2006.
National Category
Law
Identifiers
URN: urn:nbn:se:hkr:diva-4254Local ID: oai:eprints.bibl.hkr.se.oai2:1673OAI: oai:DiVA.org:hkr-4254DiVA, id: diva2:230713
Uppsok
Social and Behavioural Science, Law
Available from: 2006-12-01 Created: 2006-12-01 Last updated: 2007-07-23

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf