The idea that risk could be a motivating factor in consumers′ choice of breakfast cereal seemed less than plausible on first consideration. However, reports an investigation of secondary sources, some focus groups and a survey of 180 shoppers which revealed that this initial reaction was unfounded and that risk appeared significant in affecting consumers′ purchasing behaviour. The most important risks were those of taste and nutritional value. The most important risk relievers were choosing a well‐known brand and obtaining free samples. The findings seem to support the high advertising spends characteristic of the market, but question the widespread use of celebrity endorsements.
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