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In this paper, the main objective will be to discuss the factors which can influence the usage of risk reducing strategies found in the literature over the past 30 years. Some of the factors which have relatively consistent effects include age, socio‐economic group, education while other factors show complex effect e.g. self‐confidence, loss‐type and product risk. On the whole, the literature on risk reduction and how it is affected is unable to provide would‐be researchers with clear guidance for questionnaire construction and research design.

Geodemographics is a growing science with increasing applications in marketing. The release of the 1991 census data will stimulate activity within a market already rapidly changing in nature. Discusses some of the results of a Delphi study with leading figures within the industry in the context of the industry′s future development.

For over 30 years the topic of Perceived Risk has been of interest to consumer behaviour researchers. However, by far the majority of the literature has focused on applications of perceived risk rather than the testing of the concept itself or parameters which affect it. Such a critical generalisation does not discount the fact that there have been some notable contributions to the literature. In order to better understand a construct or phenomenon one must subject it to various tests or stimuli and assess its reaction. By examining perceived risk under various conditions, e.g., how it alters with demographics or purchase type, one can build up an improved understanding of how it operates. This knowledge may eventually lead to a model of the construct which will contain the various risk components, the factors which affect the construct and the degree to which they affect it. It was partly to this end that the present study was undertaken. It examines one facet of consumer behaviour which may affect risk perception and reduction, namely the recency of purchase.

Since consumers are being provided with ever‐increasing amounts of information, there is an increasing need to study the way in which they handle purchasing information. Investigates the effect of buy‐frequency on one theory of consumer decision making: Perceived Risk Theory. Survey data from 100 consumers revealed that in general perceived risk decreased as buy‐frequency increased, but only for high‐value products and services and not as much as expected. High‐value services showed considerably less risk decrease as buy‐frequency increased than did high‐value products, possibly due to their heterogeneity. Experienced purchasers place more emphasis on pre‐purchase product trial and purchasing well‐known brands for high‐value goods and store image and brand loyalty for low‐value goods, than inexperienced purchasers. Discusses the implications for perceived risk measurement as well as retailing.

Aims to highlight the use of Perceived Risk Theory in understanding and influencing consumers′ behaviour. Recent evidence from numerous food scares and product recalls have demonstrated the power of perceived risk on consumption patterns. Argues that perceived risk is so important to consumers′ thinking that all managers should at least be aware of its existence. Describes how uncertainty and risk affect the consumer decision‐making process and gives some indications as to how the theory might be used by organizations better to manage their communications mix.

The high cost and importance of organisational professional services together with the often uncertain outcomes can evoke significant risk in their purchase. Using the appointment of planning consultants by a public organisation as an example, the article explores the potential of a new risk framework for measuring risk perceptions and developing risk‐based segmentation for organisational purchasers of professional services. The approach proved to be effective and identified three distinct risk segments which varied demographically and in their attitudes towards risk. It is suggested that risk‐based segmentation may be useful for purchasers and providers of other organisational professional services and other high‐risk organisational purchasing contexts.

Despite the importance of professional services to organisations, relatively little is known about the way they are purchased. This study details the risks perceived and risk‐reducing strategies employed by purchasers in local government and examines how these vary with buying‐phase and buy‐class. Risk varied little, but some of the 36 risk‐reducing strategies identified varied across the buying phases and were more useful in the modified‐rebuy situation. The results are discussed in the context of risk measurement and implications for purchasers and providers of professional services.

The power and usefulness of perceived risk theory in understanding shoppers’ behaviour has been demonstrated many times over recent years in the UK by the numerous food scares. The article explores how retailers use perceived risk in their strategies and develops the links between store attributes and risk dimensions. This re‐interpretation of previous store‐image studies provides a new conceptual framework for understanding store image and deepens our knowledge of how risk and risk‐reduction are operationalised in practice. The paper also reviews some evidence on factors which affect shoppers’ risk perceptions, e.g. age, gender, group discussion, brand name and shopping channel and discusses how the risk concept can be used by food retailers as well as presenting some ideas for future research.

Describes organizational‐organismic parallels in the context of the “natural need” for internal marketing. The need for internal marketing, especially within service organizations, is commonly recognized, but its implementation is considerably more difficult than its planning. Attitude barriers (unreceptiveness to marketing philosophy) may exist even in the higher levels of management, where they are potentially more difficult to change, yet changing them will have the greatest effect on the organization. Suggests that one strong argument which could be used is the organismic metaphor, which draws parallels between organizations and organisms.

Original and provocative findings that date of birth could have an effect on consumption prompted replication of this exploratory work. Date of birth potentially combines the measurement advantages of demographics with the psychological insights of psychographics when interpreted through an astrological framework. Using a different general household survey data set, consumption was again found to vary by date of birth within the alcohol, leisure and cigarette markets. Implications for segmentation and promotion are discussed.