Abstract:
In this methods thesis, perception women face in food of risk and risk shopping will be reduction studied. Perceived risk is analyzed in four kinds of risk like time, hazard,money and ego loss and their relation between demographic and psychographic variables are analysed. Moreover, the relationship between these variables and risk reduction methods are also the subject of the study. The study includes the literature review and the field study which is conducted through a questionnaire. The interpretation of the computer analysed data is done and the implications for marketers and acedemicians are presented.
