Jordanian Consumer Strategies to Reduce the Perceived Degree of Risk When Buying Durable Goods

The modern concept of marketing is basically concerned with identifying the needs and desires of consumers through the study of behavior and enabling them to choose the item that satisfies their capabilities and potential to the maximum degree. This study was aimed at identifying strategies to reduce the degree of risk for the Jordanian consumer and finding the most suitable model from among a variety of strategies used to reduce the degree of risk (functional, financial, social, time, physical and psychological risk) when buying durable goods. A questionnaire was developed to support this study, and 215 copies of the questionnaire were distributed in Jordan. As effective tools to arrive at final results, T-value and frequency tables were used in the analytical process. The major findings indicate that the Jordanian consumer relies on the spoken word strategy to reduce the degree of perceived time and psychological risk when buying durable goods. The results suggest that the Jordanian consumer does not depend on the brand loyalty strategy to reduce the perceived degree of risk when buying such goods. The Jordanian consumer depends on the brand image strategy in the reduction of social risk. He or she also depends on the shopping strategy to reduce the degree of functional and physical risk. As well, the results show that the Jordanian consumer depends on the shop’s image strategy to minimize the degree of financial and physical risk. The Jordanian consumer relies on the expensive goods strategy to reduce time and psychological risks. Finally, the consumer in Jordan depends on the guarantees strategy to reduce financial risks. Keywords: Jordan consumer, durable goods, perceived degree of risk.