会计试题及答案,武林风在线直播,改革是中国的第二次革命
Whereas the existing research shows the consumer reliance on personal sources of information to reduce perceived risk with services purchases, 7 this paper is an original attempt to study the relationship between supplementary services and perceived risk. This study may help marketers to meet the challenges associated with perceived risk effectively. The credit card is one of the known forms of fi nancial cards in India. The last decade has seen a signifi cant rise in the number of credit card users. According to a study commissioned by Visa International and conducted by the National Council of Applied Economic Research, India, payment cards in India (both credit and debit cards) have grown 55 per cent annually in the last seven years — from 3m in 1998 to 44m in 2004. 8 Credit card usage and penetration in India is still low, however, in comparison to growing affl uence levels and consumer acceptance of the payment card system. The average spending through credit cards by an Indian consumer is estimated at Rs. 24,000 per annum (ie US $ 533, considering US $ 1 = Rs. 45). 9 At the same time, in the present scenario, the expected growth rate of credit card business in India is 25 – 30 per cent. 9,10 Thus, the challenge for the credit card companies is not only to attract users but also to increase spending by existing card holders. LITERATURE REVIEW The study deals with different issues of perceived risk, supplementary services and credit card marketing, which are as follows: Perceived risk Consumers make decisions regarding what goods or services to buy and where to buy them. The outcomes (or consequences) of such decisions are often uncertain and the consumer perceives some degree of ‘ risk ’ in making a purchase decision. This perceived risk 11 is defi ned as the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions. The degree of risk that consumers perceive and their own tolerance for risk taking are factors that infl uence their purchase strategies. It is important, however, Managing perceived risk for credit card purchase © 2008 Palgrave Macmillan Ltd 1363-0539 $30.00 Vol. 12, 4 331–345 Journal of Financial Services Marketing 333 that consumers are infl uenced by risk that they perceive, irrespective of its actual existence. The major types of risk 11 that consumers may perceive when making product purchase decisions include functional risk (risk that the product will not perform as expected), physical risk (risk to self and to others that the product may pose), fi nancial risk (risk that the product will not be worth its cost), |
