Date of Award
This study of perceived risk will look at a specific buying situation--capital equipment projects over $250,000. The main objective is to gain a better understanding of how perceived risk effects the purchase decision and what steps a selling organization can take to address risk and increase its ability to obtain capital equipment orders.
Follmar, Jim, "Analyzing the effect of perceived personal risk in a capital equipment purchase decision" (1990). Master's Theses. 545.