000			02126nam a2200205 4500
999			_c50305 _d50305
003			OSt
005			20180828122944.0
008			180828b ||||| |||| 00| 0 eng d
100			_aGhuman, Mandeep Kaur _928790
245			_aProfiling Customers Based on Their Social Risk Perception: A Cluster Analysis Approach
300			_a41-52 p.
520			_aPast research asserts that social risk is an important determinant of consumer purchase behaviour; however, the characteristics of consumers who perceive high/low social risk in a purchase decision have been largely neglected. This study examines consumer social risk perception from a sample of Indian consumers of automobiles. The study segments the consumers using a cluster analysis, and explores differences between clusters based on consumers’ social risk perception and their psychological, cultural, and socio-demographic variables. Need for cognition (NFC) and risk-taking tendency are the two psychological variables focused in the study. The three cultural dimensions considered include collectivism, power distance, and masculinity. The cluster analysis yielded three clusters: high social risk perceivers, medium social risk perceivers, and low social risk perceivers. High social risk perceivers are found to be the individuals with high NFC, low risk-taking tendency, high collectivism, low power distance, and high masculinity. Medium social risk perceivers are the individuals with medium level of NFC, risk taking tendency and collectivism, and are low on power distance and masculinity. Low social risk perceivers are the consumers low in NFC, high in risk-taking tendency, low on collectivism, high on power distance, and low on masculinity. Further, each cluster was cross tabulated with consumer demographics.
653			_aSocial risk perception,
653			_aneed for cognition,
653			_arisk-taking tendency,
653			_acluster analysis
700			_aMann, Bikram Jit Singh _932204
773	0		_030632 _972110 _aRAINA, ROSHAN _dINDIAN INSTITUTE OF MANAGEMENT LUCKNOW _o5559127 _tMETAMORPHOSIS _z0972-6225
942			_2ddc _cJA-ARTICLE