PERCEIVED RISK IN DECIDING ON THE PURCHASE OF THE PRODUCT

Določeno stopnjo tveganja doživi prav vsak posameznik, ko se določa o nakupu izdelkov ali storitev. Ali je ta stopnja nizka ali visoka, pa je odvisno od vrste dejavnikov, ki vplivajo na naše nakupne odločitve. Dejavniki, ki vplivajo na vedenje odjemalcev so psihološkega in socialnega izvora. Torej na posameznike kot odjemalce na eni strani vpliva vrsta dejavnikov kot so zaznavanje, učenje in spomin, motivacija, stališča, osebnost, odnos do stvari in storitev ter na drugi strani okolje in kultura, skupine in družbeni mediji, gospodinjstva in organizacije.When determining the purchase of products or services, a certain level of risk experiences each and every individual. Whether this rate is low or high, depends on a number of factors that influence our purchasing decisions. Factors affecting customer behavior are psychological and social origin. Individuals as consumers are on the one hand influenced by a variety of factors such as perception, learning and memory, motivation, attitude, personality, attitude to things and services and, on the other hand by the environment and culture, groups and social media, households and organizations