Final answer:
The 6 types of risks a consumer may perceive during the purchasing process are functional risk, physical risk, financial risk, social risk, psychological risk, and time risk.
Step-by-step explanation:
In the purchasing process, consumers may perceive various types of risks. These include:
- Functional Risk: This refers to the risk that a product may not perform as expected or fail to meet the consumer's needs. For example, a consumer may worry that a new electronic gadget won't work properly.
- Physical Risk: This involves concerns about the safety and potential harm associated with a product. For instance, a consumer may worry about the safety of a toy for their child.
- Financial Risk: This pertains to the potential loss of money or financial resources. For example, a consumer may worry about spending money on a product that turns out to be defective or not worth its price.
- Social Risk: This encompasses the fear of negative social consequences or embarrassment associated with a purchase. For instance, a consumer may worry about buying clothing that is out of style.
- Psychological Risk: This involves concerns about the impact a purchase may have on one's self-esteem or emotional well-being. For example, a consumer may worry about buying a product that doesn't match their desired image.
- Time Risk: This refers to the risk of wasting time or effort during the purchasing process, such as when searching for a product or dealing with customer service issues.
By understanding these different types of risks, consumers can make more informed decisions and take steps to mitigate potential problems.