The correct answer is reducing the risks for customers.
In a competitive market, businesses must take actions in order to separate themselves from their competitiors. One way they do this is by offering warranties. Warranties are reassuring to the consumer, so in case the product they purchase does not work as promised, they have the ability to get it fixed/get a new one with no additional cost. This sense of security can be consumers at ease when making important purchases, as it reduces their personal risk.