Obsolescence risk in B2B purchase of high technology products

Kidiyoor, Gururaj and Dhaigude, Amol Subhash (2020) Obsolescence risk in B2B purchase of high technology products. International Journal of Enterprise Network Management, 11 (3). pp. 264-288.

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Abstract

This study investigates the relative importance of perceived obsolescence risk in comparison to generic perceived risk dimensions among business buyers while purchasing high-technology products. We use step-wise regression to assess the contribution of obsolescence risk towards the overall perceived risk (OPR). Our results show that perceived obsolescence risk is a significant predictor of variation in the OPR and reports the highest mean score, implying that it is also the most important of all the risk dimensions. Our findings have significant implications for marketing managers of high-technology products, enabling them to design their marketing mix in a manner that reduces the OPR with particular emphasis on reducing the obsolescence risk.

Item Type:	Article
Uncontrolled Keywords:	high-technology products; risk; uncertainty; perceived obsolescence risk; business buying; stepwise regression.
Subjects:	Marketing
Divisions:	Marketing Management
Depositing User:	Mr. Muralidhara D
Date Deposited:	22 Jul 2021 09:54
Last Modified:	22 Jul 2021 09:54
URI:	http://tapmi.informaticsglobal.com/id/eprint/728

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